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Archive for Mei, 2016

 

Bubbling Burst

The problem is not the medium. The problem is the message. And the fact, that it is not trusted, not wanted, and not needed,” —  Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania.

Bubble periklanan online hampir meledak?

Adalah data-data mutakhir Google yang mengonfirmasi sinyalemen itu. Bahwa periklanan online tampaknya sudah mulai jenuh. Kurva siklus kehidupan periklanan online juga sudah melampaui titik terpuncaknya. Maka, berikutnya mulai terjadi declining. (lebih…)

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Menutupi Facebook

“The editorial team CAN [sic] inject a newsworthy topic in the event that something is attracting a lot of attention.”  –the Facebook’s Trending Topic guidelines instructions, for how curators can “inject” or “blacklist” topics in the trending topics.

Mungkin makin banyak yang akhirnya paham, bahwa trending topic, bukan ukuran istimewa. Bukan lagi parameter tentang “kehebatan” dari aktivitas percakapan di jejaring sosial. Karena trending topic, ternyata tak mewakili mutu konten. Pun tak menunjukkan ukuran antusiasme. Karena tak mencerminkan orientasi, interaksi, korelasi kausal dan sentimen riil dari audiens.

Tapi terbongkarnya rahasia, bahwa trending topic ternyata adalah praktik manipulasi dan rekayasa (lebih…)

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Influencer Influence

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referreal is the Holy Grail of advertising,” – Mark Zuckerberg, Founder, CEO Facebook.

Influence is the Name of the Game. Makanya jangan heran, influence marketing, ke depan akan menjadi semakin me-mainstream. Persis seperti yang diramalkan oleh Mark W. Schaefer, di bagian akhir dari bukunya, (lebih…)

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Nu WPP Paska WPP

 

Something really dramatic is happening to our media landscape, the public sphere, and our journalism industry, almost without us noticing and certainly without the level of public examination and debate it deserves. Our news ecosystem has changed more dramatically in the past five years than perhaps at any time in the past five hundred. We are seeing massive changes in control, and finance, putting the future of our publishing ecosystem into the hands of a few, who now control the destiny of many.” – Emily Bell, Director at the Tow Center for Digital Journalism at Columbia Journalism School. Edited from her speech, titled ‘The End of the News as We Know It: How Facebook Swallowed Journalism.’

Apa yang bisa mempercepat terjadinya senja kala media online? Termasuk di antara penyebabnya, adalah gara-gara pengelola media online salah memahami redefinisi dari product. Juga karena mereka gagal menyadari pergeseran fungsi distribusi. Pun yang terkait dengan salah kaprah makna influence, interaction, relationship dan engagement. (lebih…)

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MasterPlan Facebook 1

One of the fastest-growing and most important members of our family is Messenger. As Messenger has grown, we think this service has the potential to help people express themselves in new ways, to connect hundreds of millions of new people, and to become a communication tool for the world.” –Mark Zuckerberg at F8 conference in San Francisco.

Facebook baru saja memaparkan roadmap mereka dalam 10 tahun ini. Ada satu kata untuk menggambarkan master plan tersebut: Menggentarkan. Sangat. Bahkan ada pengamat yang menyebut isi paparan Bos Facebook Mark Zuckerberg itu, dengan istilah: the dark side of making the world more connected. (lebih…)

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