Denuology: The Observation and Observations of Denuo. » Matt Story

Instagram friends, it’s just a matter of time…

Matt Story — Mon, 03 Oct 2011 18:17:27 +0000

It was with a heavy heart that I joined team iPhone this summer. As a self-appointed Apple h8r, I spent the previous 3 years of my mobile phone life with Android devices. As with any relationship, there were good and bad times but at the end I realized that we needed to test the waters with others. I was not the least bit enthusiastic about this decision but it felt necessary at the time. Now that I’ve had a few months to adjust, I can say it was the right decision if not for one main factor…Instagram.

Most of us Denuologists find ourselves as early adopters of most apps. We convince each other to be friends in order to play around with social features (while blocking all Facebook notifications to ensure our non-nerd friends don’t catch on) so that we can intelligently speak to capabilities when asked by clients. However in the case of Instagram, I wasn’t able to nab that early adopter status given their lack of an Android version. The frequent tweets by friends with Instagram links led me to expect to show up to the filtered picture party late with many of my friends touting huge libraries and follower lists. Minutes after signing up I was surprised to see that this was not the case. I found roughly 25 non-nerd friends and 25 industry/nerd friends. Considering the app was released almost a year ago and is rumored right at ten million users, all my digitally connected, Apple loving friends should be using this right?

It then dawned on me that this situation resembles another fairly successful app’s trajectory and adoption within my circle of friends…Foursquare. There are a number of striking similarities:

Clunky UI – Both started with a rather awkward user interface. Neither does what you really want them to when/where you want them to. Though despite the frustrations, you find yourself still compelled to check-in/upload pictures because they are so darn…

Addictive – Each experience is improved and more valuable with more interaction. Before you realize it, you are compelled to instantly jump into the app at every ‘moment’ (Foursquare’s being when walking through any door and Instagram being when you anything that must be shared with a witty caption).

Multiple Uses – Where most apps focus on one distinct behavior and look to address it, each found a way to allow for multiple ways to engage. As an example, our Denuo LA office has daily conversations on how one person is using Instagram the right way and the other is not (for the record, my capturing of every Saturday night’s follies is the right way). Foursquare did the same thing where many of us approached it as a game to collect badges, points and mayorships, while others simply saw it as a way to connect with friends on the go.

Limited Web Functionality – They both have initially focused on pocket interactions and left the in depth web experience to third parties. Many would argue that this is leaving money (or impressions) on the table but as many predict we are moving to a browser-less future, you can’t argue with the decision.

Plethora of Competition – As first movers, they both have been confronted with many competitors (big and small). Just as Foursquare was able to weather this from the likes of Facebook, Instagram has seen Google give up on their own version (Photovine) in just the past month.

These comparisons may hint at continued success for the guys over at Instagram. Let’s hope so as I’d like to see more of my digital savvy friends in my feed. If they are lucky, it may only be a matter of time before I’m ignoring/blocking people on Instagram. I can’t wait.

Impressions of CES 2011: Matt Story

Matt Story — Wed, 12 Jan 2011 20:31:12 +0000

Over the course of this week, a few Denuologists will be posting their impressions from CES. Here is the next take on the show:

As I recovered from the sensory overload that is CES, I was surprised by my conclusion from this year’s exhibition. Unlike past years where I left with glossed over eyes from some amazing innovation that I didn’t understand or know how my life ever existed without, I found myself spending more time with those displays that were simple and actually practical thanks to my familiarity with an pre-existing concept.

While the presentations on the need for smart TVs were plentiful, I found myself more intrigued by the reapplication of existing consumer technology in new environments. Examples were the various automakers displaying ‘new’ technology (mostly through partnerships) that would improve the driving experience. The integration of current tech already utilized in other consumer devices being the innovation in this case. Also, companies like General Electric opening their internal resources to provide tools that enable smarter individual resource management in the home. It wasn’t in 3D but the potential impact on the environment (and consumer wallets) was impressive nonetheless.

This makes sense given the levels of funding needed to breakthrough with new technology and often needing more money as fellow Denuologist Dan Buczaczer mentioned here . It seems to be a better bet for aspiring (and established) companies to ride the wave of something that consumers have already adopted but has yet to morph into an obvious sector for extensions. In the past, we annually came to CES to see the latest and greatest gadget but looking forward there appears to be an additional opportunity for companies (and brands) to explore their consumers current behavior and reapply within their product offering.

“This Level Looks Familiar…”

Matt Story — Tue, 26 Oct 2010 19:04:01 +0000

“Life is a game.”

I’d like to think this is true and when it isn’t I must say I’m not that all interested.

While fellow Denuologist, Tim Harris, gave us a great take on the art of gamification last week, I was able to see it first hand this past weekend.

How did I do this? I’m glad you asked.

I participated in an experience called Accomplice. Billed as part game, part theater, and part tour, it was an immersive activity that utilized the streets of Hollywood as the game board and a group of strangers as the actual game pieces. The best part was that it was actually fun, the primary principle behind gamification.

In order to not reveal any spoilers, imagine Michael Douglas’ The Game. You join your friends and/or strangers that will soon be friends on the most interactive tour found in Hollywood. Instead of sharing seat space on that crowded tour bus with the roof awkwardly cut off, you are armed with limited information, the group’s wherewithal and asked to solve a mysterious mission. If that sounds like your cup of tea, make sure you check it out when you are in NYC or LA next.

From a gamification stand point, I found the experience to be equal parts unique and promising of what the future could hold for marketing campaigns. The mission itself is well written/produced (Neil Patrick Harris’ involvement is obvious) but the way it took advantage of the environment, excellent improv actors and unexpected twists made for a great adventure. The only issue I had was that now that I know the story I can’t do it again.

What struck me as a message to marketers was the inherent curiosity and problem solving itch present in all of us that was effectively scratched throughout the afternoon. No matter the background (as witnessed in diverse group of 10 strangers that included someone from as far as Boston), each person felt compelled to complete the task at hand in their own unique ways. There were multiple duties requiring various skills (again trying not to spoil the experience for those of you planning on doing it) from the group that required ongoing communication and engagement. And my buzz word bingo card tells me those are the exact things that many bright marketing minds across the world are looking to solve for.

The Accomplice was able to do all of this through a made up narrative, make believe personalities and a real world back drop. Now imagine the possibilities if recognizable brand assets were included with traditional mundane tasks such as visiting your local brick and mortar retailer. The opportunities could be endless if integrated with digital capabilities which the Accomplice was surprisingly light on. I’d be willing to bet the perplexing selection of your next automobile takes on new life if integrated with some sort of gamification. In addition, the experience potentially could extend beyond a few hours on a Saturday afternoon to an ongoing interaction.

All of that to say, Accomplice is not only an experience you won’t soon forget but also an experience marketers could learn a few things from because:

“Life is a game.”

Denuo U – Sneakerhead 101

Matt Story — Wed, 29 Sep 2010 22:06:30 +0000

A sneakerhead, as defined by Mr. Matt Story, is “a person who owns multiple pairs of shoes as a form of collection and fashion.”

How can you become a sneakerhead, you ask? Well simple, check out the presentation after the jump. You’ll learn some sneaker history, find out what Uptowns and Js are, and get up-to-date on the latest in sneaker geekery.

Class is in session – just don’t scuff the kicks on your way in.

Sneakers

View more presentations from denuology.

THE TRIALS & TRIBULATIONS OF STARTING MY OWN (SOCIAL) MAGAZINE

Matt Story — Wed, 11 Aug 2010 14:32:14 +0000

The latest must have app on the iPad has to be Flipboard. It is equal parts content aggregator and magazine for those that haven’t had hands-on time yet which doesn’t sound too groundbreaking. It becomes very interesting because it integrates content from your social networks into other pre-selected news/content sources (e.g. Wired, Fast Company, etc.).

My relationship with this new app darling got off to a rocky start. As with most initial courtings, Flipboard was playing hard to get. While the early access to those general sources was cool, the real attractive feature (the social integration customized to my virtual circle) was hidden in a walled off garden. Unfortunately, the overwhelming demand for access meant I would be forced to wait on a list, which is the digital equivalent of a line. I hate lines. Needless to say, my first impression was not off to a good start despite the obvious potential of the app.

A lengthy ten days later (240 hours in online time) I received an email notifying me that I now had the proper access to skip the “velvet rope” but that access was short lived as an accompanying email informed me that I actually didn’t have access yet. Can you say Strike #2?

The very next day a notification laced with apologies for the previous day’s false alarm and an official approval greeted me. Playing the role of cool guy, I decided to wait a few hours before actually checking it out. I didn’t want to look anxious, right?

After eventually giving in, I soon found out that it was actually more than worth the effort and patience involved so far. The magazine representation of my social graph in short is brilliant. It not only visually represents links, photos, and other content from facebook in relevant ways but more importantly makes mundane updates from my friends look interesting. Also, Flipboard removes the need to click through the links cluttering my twitter timeline by providing useful recaps of linked material. It actually makes sense of the mixed bag of information found in Twitter. As the company states, “it always has articles you care about because it knows who your friends are.” And they are right.

Now that it is all said and done, I have my own custom magazine thanks to Flipboard.