Higher Purpose (the 5th Why) and putting “Your Name On It”

Higher Purpose (the 5th “Why”) and putting “Your Name On It”

Gosh, so much has happened in the last week and it’s so ironic that Instagram has just made the statement they’re changing their privacy policy to be more aligned with Facebook.

Instagram “does not claim ownership of any Content that you post,” yet it claims rights almost equivalent to ownership, in the form of “a non-exclusive, fully paid and royalty-free, transferable, sub-licensable, worldwide license to use the Content that you post.”

Thomas Clayborn via The BrainYard goes on to tell us…in “Instagram Users Fume At Photos as Ads”

The terms that have users alarmed concern Instagram’s right to sell to advertisers users’ images for inclusion in their marketing: “To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.”

In my previous post we discussed why we do things we do with social media..This is a good time to refocus, re-tool and re-iterate the 5th ‘why.’ The most important thing I read from above is “without any compensation to you.” Social Media is using your content to get paid using something ‘with your name on it.” Your content is being used, developed, manipulated, your experiences are being re-spun in order to make money from advertisers. I know those reading this blog ‘get it’ and may or may not fully understand how they personally feel about this, yet.. This is a new world we live in, we’re being marketed to in real-time based on our own personal interest and experiences.

While many are naive to this concept, we’re, (you’re) not.

John Batelle, most elegantly re-states the use of ‘retargeting’ in social media and I thought his blog post this week was not only extremely relevant, but also very timely.. Retarketing is Just Phase One

From John Batelle’s blog;

It’s actually a good thing that we as consumers are waking up to the fact that marketers know a lot about us – because we also know a lot about ourselves, and about what we want. Only when we can exchange value for value will advertising move to a new level, and begin to drive commercial experiences that begin to feel right. That will take an informed public that isn’t “creeped out” or dismissive of marketing, but rather engaged and expectant – soon, we will demand that marketers pay for our attention and our data – by providing us better deals, better experiences, and better service. This can only be done via a marketing ecosystem that leverages data, algorithms, and insight at scale.

We, (at proActive Media Labs) are well into building that ecosystem – John say’s “it’s an artifact of humanity that is far larger and more significant than (his) original idea of the Database of Intentions.”

In just a few sentences, John summed up what I believe to be our (your) value proposition and best differentiator..

“That will take an informed public that isn’t “creeped out” or dismissive of marketing, but rather engaged and expectant – soon, we will demand that marketers pay for our attention and our data – by providing us better deals, better experiences, and better service.”

We’ve used these exact words in the previous post, but never felt so tuned and aligned with our vision to create a marketing ecosystem that develops advertising “with you in mind” and not targeted “at your mind.”

Everybody has something to “sell” or “share” and the internet is unbelievably efficient at helping people with this task.

We’re (you’re) developing the back-end that allows ‘conversational marketing’ or information to be sold or shared “when it’s most relevant” to you (i.e. when you need it most!) which is based on ‘TIME’ (more on that to come.)

You guys are the future of a truly social, truly self-aware, truly compensated network of individuals who know what they want and know why their using the tools their using. I hope you’ll be the first to understand, learn and be heard.  Fortunately, there are many tools that include Instagram, Eyeem, and Snapseed, oh and now flickr’s new experience and we can’t wait to tell you how you can use them to support your local community, your personal interests and be compensated for your (and your causes) effort!

So, going back, what are your passions, what’s your higher purpose? You have an opportunity to be heard and informed in a better way… I know you’ll make the most of it! Enjoy the holidays.. Enjoy your family and friends “stay thirsty, my friends!”

Oh, I almost forgot, your logo design competition should have some great designs for us while on Christmas break, be sure to take a look and vote HERE at 99Designs! (later this week as it just kicked off today!)

Frequently used words
better content data ecosystem experiences informed instagram know marketers marketing new paid pay social truly value


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