Digital Marketing

Andrey Nikolayevich’s Rule

There is another, even deeper reason for our inclination to narrate, and it is not psychological. It has to do with the effect of order on information storage and retrieval in any system, and it’s worth explaining because of what is considered the central problem of probability and information theory.

The first problem is that information is costly to obtain.

The second problem is that information is also  costly to store–like real state in NYC. The more orderly, less random, patterned, and narratized a series of words and symbols, the easier to store that series in one’s mind or jot it down in a book so your grandchildren can read it someday.

Finally, information is costly to manipulate and retrieve.

With so many brain cells–one hundred billion–the attic is quite large, so the difficulties probably do not arise from storage-capacity limitations, but maybe just indexing problems. Your conscious, or working memory, the one you’re using to read this line and make sense of their meaning, is considerably smaller than the attic. Consider that your memory  has difficulty holding a mere seven digit long phone number.

Consider a collection of words glued together  to constitute a 500-page book. If the words are purely random, picked up from the dictionary in an unpredictable way, you’ll not be able to summarize, transfer, or reduce the dimensions of that book without loosing something significant from it. You need a 100.000 words to carry the exact message of a random 100.000 words with you on your next trip to Siberia.

Now consider the opposite: a book filled with the repetition of the following sentence: “The chairman of [insert here your company name] is a lucky fellow who happened to be in the right place at the right time and claims credit for the company’s success, without making a single allowance for luck”. The entire book can be accurately compressed, as I just did, in 34 words, out of 100.000; you could accurately reproduce with total fidelity out of such a kernel.

By finding the pattern, the logic of the series, you no longer need to memorize it all. You just store the pattern. And, as we can see here, the pattern is obviously more compact than then raw information. You looked to the book and found a rule. It is along these lines that the great probabilist Andrey Nikolayevich Kolmorogov defined the  degree of randomness; it is called “Kolmorogov complexity“.

— Nassim N. Taleb, The Black Swan
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Content is the King

Semantics, the study of meaning. Is part of the linguistics focussed on sense and meaning of language or symbols of language.  It is the study of interpretation of signs or symbols as used by agents or groups within particular circumstances and contexts. Semantics asks, how sense and meaning of complex concepts can be derived from simple concepts based on the rules of syntax. The semantics of a message depends on its context and pragmatics.

Syntax, as in grammatics denotes the study of the principles and processes by which sentences are constructed in particular languages.
In formal Languages, syntax is just a set of rules, by which well formed expressions can be created from a fundamental set of symbols, or alphabet. In computer science, syntax defines the normative structure of data.

Context denotes the surrounding in an expression. Its relationship with surrounding expressions and further related elements.
Contexts denotes all elements of any sort of communication that define the interpretation of the communicated content, general, personal or social content.

Pragmatics reflects the intention by which the language is used to communicate a message. In linguistics pragmatics denotes the study of applying language in different situations. It also denotes the intended purpose of the speaker. Pragmatics studies the ways in which context contributes to meaning.

Experience considers all information that you have learned and put in context with the world you are living in.

big-data

notfit

One Size Doesn’t Fit All

The new consumer and its choice alternatives

 

{Infinite Loop} Begin;

“As we get deeper into filters and how they work, it helps to get an overview of their many types.

Let’s start with music.

Here are some of the many different filter types a typical user on Rhapsody might encounter in a single session as she or he looks for new music.

From the front page, a user might start with category, wich is a form of a multi-level taxonomy.

Let’s say you begin in Alternative/Punk and then choose the subgenre Punk Funk. In that category, there’s a best-seller list, wich is led by Bloc Party… If you click on Block Party, you’ll find that pattern matching has created a list of related artists, wich includes the Gang of Four. A click on that produces the list of “followers”, wich is a form of editor recommendation (you may also be pesuaded by the editorial review).

Among those…

View original post 469 more words

A Nudge is the capacity to influence a decision.

{Infinite Loop} Begin;

When you get a new cell phone, for example, you have a series of choices to make. The fancier the phone, the more of this choices you face, from the background, to the ring sound, to the number of times it rings before the caller is sent to the voice mail.

The manufacturer has picked one option as the default option for each of this choices.

Research shows that whatever the default choices are, people stick with them, even when the stakes are much higher than choosing the noise your phone makes when it rings.

Two important lessons can be drawn from this research. First, never underestimate the power of inertia. Second, that power can be harnessed. If private companies or public officials think that one policy produces better outcome, they can greatly influence the outcome by choosing it as a default.

As we will…

View original post 170 more words

Technologic

Kraftwerk was a german band from the 1970s. Are considered one of the pioneers of electronic music, but their style is very interesting if you consider its time. I met this song after band’s end, introduced by a friend. This lyrics are from the track Technologic, a very interesting approach to the future in general terms.

Technologic

Buy it, use it, break it, fix it,
Trash it, change it, mail – upgrade it,
Charge it, point it, zoom it, press it,
Snap it, work it, quick – erase it,
Write it, cut it, paste it, save it,
Load it, check it, quick – rewrite it,
Plug it, play it, burn it, rip it,
Drag and drop it, zip – unzip it,
Lock it, fill it, call it, find it,
View it, code it, jam – unlock it,
Surf it, scroll it, pause it, click it,
Cross it, crack it, switch – update it,
Name it, rate it, tune it, print it,
Scan it, send it, fax – rename it,
Touch it, bring it, pay it, watch it,
Turn it, leave it, start – format it.

Technologic, Technologic, Technologic, Technologic

Surf it, scroll it, pause it, click it,
Cross it, crack it, switch – update it
Name it, rate it, tune it, print it,
Scan it, send it, fax – rename it
Touch it, bring it, pay it, watch it,
Turn it, leave it, start – format it.

Lock it, fill it, call it, find it,
View it, code it, jam – unlock it,
Buy it, use it, break it, fix it,
Trash it, change it, mail – upgrade it,
Charge it, point it, zoom it, press it,
Snap it, work it, quick – erase it,
Write it, cut it, paste it, save it,
Load it, check it, quick – rewrite it,

Technologic, Technologic, Technologic, Technologic

This message is to the young, who got it done. Thanks to Wikipedia, Metrolyrics, WordPress, Google and to all the players involved in the #Technology mash of today and tomorrow.

 

Get ready for the future, it is always coming.

Stop watching television

Do yourself a favor and stop watching television.

At least, start getting used to it. Start tuning your own station, a mix of different providers. At work, on transit or home surfing, fine tune the pipe of information the web offers you. Nobody likes one way dialogues.

Television the way it was during the 20th century — commercial since 1920s  — is going to die, as people express themselves, connect, communicate and share through the internet, a very extensive platform, an established entity seeking its public, private and legal bounds in an evolving society. A natural platform for innovation and a disruptive insertion of the 21st century digital revolution.

The web is here to stay, to take the entire social layer to another level, taking also wider aspects like identity, safety, piracy, quality, overload, communities, education, governments, idioms and geographical boundaries, to a level we cannot foreseen now the next 10 years.Don’t waste your time watching the content a single channel provide —  advertisers, faces and causes, — instead, go through a multi leveled perception of the facts.

Give voice to scientists, specialists, consultants, brands, politics, in subjects you didn’t expected. Reach whoever’s at your interest, interacting with your closest circle of  peers through smart devices (touch, voice control, GPS, social networks, photo+audio+video capture and reproduction plus communication),  in private streams customized to specific needs: class room, business projects, life projects, forums, family, mates, dates and prospects.

Think what you want to do. Virtually everything’s possible.

Humans and Econs: Why Nudges Can Help

When you get a new cell phone, for example, you have a series of choices to make. The fancier the phone, the more of this choices you face, from the background, to the ring sound, to the number of times it rings before the caller is sent to the voice mail.

The manufacturer has picked one option as the default option for each of this choices.

Research shows that whatever the default choices are, people stick with them, even when the stakes are much higher than choosing the noise your phone makes when it rings.

Two important lessons can be drawn from this research. First, never underestimate the power of inertia. Second, that power can be harnessed. If private companies or public officials think that one policy produces better outcome, they can greatly influence the outcome by choosing it as a default.

As we will show, setting default  options, and another similar seemingly trivial menu-changing strategy, can have huge effects on outcomes, from increasing savings to improving health care to providing organs to lifesaving transplant operations.

The effect of well-chosen default options provide just one illustration of the gentle power of nudges.

In accordance with our definition, a nudge is any factor that significantly alters the behaviors of Humans, even though  it would be ignored by Econs.

Econs respond primarily by incentives.

If the government taxes candy, they will buy less candy, but they are not influenced by such irrelevant factors as the order in wich options are displayed.

Humans respond to incentives too, but they are also influenced by nudges.

By properly deploying both incentives and nudges, we can improve our ability to improve people’s lives, and help solve many of society’s major problems. And we can do so while still insisting on everyone’s freedom to choose.

 

From the book Nudge: Improving decisions about health, wealth and happiness. Page 9.  Thaler & Sustein

Nudge, the book

Digital Living #2 (A tweet)

A tweet is a better way to consume information, in comparison to a newspaper article, a magazine or a journal headline. Even a regular school paper can be thought as a “quick message” to fit the pipe of information for human consume. In the near future, society will share information in private circles based on technology tools available in their personal devices. Schools have to offer a digital environment for kids to learn, share and communicate, the same way companies must have web based communication tools supporting and leveraging activities. What about Facebook’s initiative, incorporating a tweeter like engine at their time line— I’d call stream line, — broadcasting information from friends, brands and events in a very cool interface (one of my favorites). An information dashboard.

Minimalism is a key to Tweeter success, and community driven skills add to its proposal, making of it the number one gateway for information consumption. A single stream line offering headlines from chosen sources, for specific interests, plus some news per region or interest, hot topics, some information about who to follow and something else.

But in a 17″+ screen there’s room for more. Of course there’s room for more, but the real audience here is the mobile interface screen users (5-6″). There’s no room for irrelevant information.

I really believe there is room for an internal application gathering all the information exchange, doing the filtering of information, driving activities and broadcasting to the right agents inside the corporations, turning short messages into project status updates, identifying the level of commitment and skill expected from everyone involved. We’re not talking about email. Email is part of this, but it is just unnecessary formality. Senior employees are going to have their internal profile — somehow linked to a social net like linkedin — where they will guide teams and evolve projects.

Information is an strategic asset that must find the correct mean to propagate and drive change.

In a single dashboard, called network operating system, one could summarize the information needed to make the decisions along a given day, considering your schedule and confronting with the others availability, showing status and enabling VOIP communication for calls and meetings –no telephone needed, — supported by the use of tools for collaborative work, able to identify good attitudes and behavior, the level of commitment and effort of team members, and giving the employees the sense of how they are perceived within the workplace.

Minimalism is the key and intelligence is the driver.

Algorithms are changing the the way humans process information; firstly because it can be used to improve availability, and because building this sort of intelligence is an stimulating act.

Computers are growing faster in number (quantity) and processing capacity (quality). But this capacity invite intelligence to the game — the quality trade off. Following that path, many small devices like smart phones or tablets are going to handle all the work capacity a human can handle, and this is going to make humanity wiser. In fact this technology explosion is making humanity wiser. In a few years smart phones are going to interact with voice command, and after this, appliances like your TV and the lights of your bedroom will do the same. Then your car is going to tell you things about its conditions as well as interpret your mood based on the tone of your voice. After a while cars are going to communicate with each other and interact with street signals and some other agents for security and convenience.

Algorithms are going to be used everywhere; in your contact lens, shoes, clothes, watch, office equipment, tools, blood and bones. The same hardware-software conceptualization of  the old times leveraged by the sciences of robotic, nanotechnology, quantum physics, medicine, education, laws, transportation and entertainment, not limited to this.

Artificial intelligence is going to be common ground when kids start flirting with it in the elementary.

It’ll be in your buying and purchasing experience, in the government (digital boarders is another theme for a blog), it rules the banking industry, will propel the new media and the art industry, it’ll change society for the better and forever.

Oh! How I love this digital revolution thing… 8-p

The Human Cost of Social Conectivity

Privacy, as we once knew it, is over.

The values of privacy are sacred as the opportunities tied to living in public. Perhaps as valuable and sacred as privacy, we must also explore another human cost of social media…time.

In the end, we exchange time and privacy for exposure and attention.

In addition to time and privacy, we learn that the human cost of social media is also emotion. We indeed invest a bit of ourselves in each new connection and form of expression we publish. We say a bit about who we are in all we create and share. Our actions and words put the “me“ in social media and as time passes we construct a digital persona that reflects a vision of how we see ourselves and how we wish to be seen.

There’s a saying, “everything in moderation,” but it’s impossible to explore these new horizons with anything less than exuberance. This is our time and who we are online and in the real world is ours to define. But without ambition, desire, and focus, social media is a recipe for chaos. Through all of the distractions and fatigue, we must continually renew our focus to bring important goals to life based on our actions and words in each social network.

 

Credits to Mr. Brian Solis in his book Engage

 

engage

Como você esta posicionado no canal digital?

Qual a relevância da sua fanpage? Você esta bem posicionado no Facebook?

Quantos são seus seguidores e quantos deles interagem com sua marca?

De onde eles vem e por onde andam? Com que frequencia eles voltam e o que tem a dizer sobre o negócio?

Felizmente o canal digital nos da condições para sabermos algumas informações relevantes sobre nossos clientes, seus hábitos e conexões. Com maior frequencia jovens se comunicam através de tecnologias que estão presentes em suas vidas como o telefone foi presente na sua vida–voce tem 35+ anos de idade.

Se você–leia sua marca–tem menos de 100 seguidores, as oportunidades para atuar nesse canal podem ser grandes. PODEM, porque você tem que ser bom.

O mercado tem high standards.

Se você tem mais de 100 seguidores, porém menos de 500, você pode começar a tirar proveito desse ativo agora. Sabendo como abordar seus clientes e como se comunicar com objetividade trará benefícios que, aliados a um bom atendimento e qualidade, tendem a se tornar lucrativos.

Se você tem mais de 500 seguidores, as chances são pequenas de você não saber o que esta fazendo.

Certo?

Provável, mas a verdade é que estamos todos aprendendo a caminhar nessa nova estrada, juntos, aprendendo como fazer-acontecer em um mundo sem fronteiras, de curtas distâncias, em que todas as opiniões são tão relevantes quanto quem as profere. Provável que em cinco anos todos os negócios no mundo aconteçam simultaneamente, real e virtual, ao passo que mais e mais pessoas, assim como você, interagem com o canal digital.

Estar pronto nada mais é do que estar fazendo a coisa certa nas duas pontas, atendendo com qualidade e foco no cliente, e corretamente posicionado nas redes sociais e canais que potencializam seu alcançe e complementam o valor da sua marca.

Estamos falando de estratégia.

Esteja ciente do desafio–de seu tempo, implicações e milestones–e da recompensa–negócios, métricas, valor–porque ambos estão escondidos nas esquinas do universo digital.