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Scale, Pace & Pattern

Last week I wrote a piece for Forbes titled Social’s Impact On Scale, Pace And Pattern, And What Brands Can Learn From It.

Here’s the intro:

A few months ago I was asked to put together a presentation about the future of social. As would be expected, I was pretty overwhelmed with the topic and turned it over and over in my head trying to figure out the best way to approach the question. Whenever I find myself in a situation like this I turn to my personal intellectual hero and the person I believe to be the greatest media thinker of the 20th Century, Marshall McLuhan. While he wrote long before the web existed, his theories around how media evolves and interacts with culture are more relevant than they’ve ever been.

At the heart of McLuhan’s theories is his most famous saying: “The medium is the message.” Though like most things McLuhan it requires a fair amount of unpacking, at its core is the idea that we’re affected more by our interactions with the medium itself than we are with the content we experience on it. “The ‘message’ of any medium or technology,” McLuhan explained, “is the change of scale or pace or pattern that it introduces into human affairs.” In his book “Understanding Media” he goes on to give an example: “The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure.” In other words, it realigned personal expectations and culture and expanded the definition of local.

What then, I asked myself, are the changes in scale and pace and pattern that have been introduced by social and what can brands learn from those changes?

Go read the whole thing.


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Clients

Percolate + Twitter

TwitterandPercolate

We have great relationships across all the platforms. Some of those relationships are formal like Tumblr and others remain regular check-ins. Today, after many months of helping brands determine “What should I tweet about?”, we have officially joined the Twitter Certified Products Program (TCPP) to help brands and additional partners create engaging content.

We’re very happy to be in the second wave of the TCPP, which helps businesses find the best products and services on Twitter. You can find us here in the directory.

Should you have any questions, please get in touch.


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.


Clients

Percolate + Tumblr

Today, Tumblr announced the A-List Partnership Program . We are proud to be included as Tumblr’s technology partner. Through the partnership, Percolate will be providing our technology and lightweight services to brands to help them build their audiences and content strategies on Tumblr in a scalable way.

Tumblr is a unique platform for brands that want to manage all of their digital assets within a single, socially connected environment. We are also excited by the sheer  scale of Tumblr’s reach and engagement:

  • Tumblr hosts more than 80 million blogs
  • Each day users create more than 70 million new posts.

With the scale for brands in place, Tumblr is now laying the foundation for how brands can natively communicate and build a sustained presence on the platform.  We have long been fans of Tumblr and we even wrote about the potential we saw in a post sixth months ago explaining how Tumblr was important in the larger social ecosystem. From that post:

Tumblr is a unique channel for brands as it relates to how they think about social content strategies in the future. There is the ability to have your own branded domain (eg.brand.com), enough of an infrastructure in place that you can create unique stock content and house it there (permalinks), while also using the channel to curate 1st party and 3rd party content that flows through the channel with a networked community behind it…..

Why does this all matter? The future of marketing lies in how brands best create content in real-time and showcase it to their audiences. The brands that will set themselves apart from the rest will have an real-time strategy that supports both stock & flow content.

We are stoked and we hope you are as well. If you are interested in seeing how our platform seamlessly works with Tumblr, case studies for how we’re leveraging this partnership with our current clients or how Percolate might help you, please get in touch and say hello.


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.


Press

ABC @ Work

James had a nice little interview with ABC yesterday where he explains what we’re up to at Percolate. Here’s the full clip:


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Press

Percolate in Fast Company

We’re all pretty excited about today’s Fast Company story about Percolate titled How Percolate Helps Brands Like AmEx And GE Become Always-On Content Publishers. It includes a great breakdown of what we’re doing for brands and some nice nuggets about how we think about the market (“We’re moving to a point where brand communication is always going to be on … a future where marketing on the web is all about content.”)

Here’s a nice snippet about how the calibration works:

When a brand first signs up for the service, Percolate runs what it calls a “calibration workshop” to help identify interesting sources that might complement the brand. Brier believes that in the next couple years brands will need to start sharing at least 40 to 60 pieces of content per day: a dozen or so Facebook and Twitter updates, Tumblr posts, Instagram pictures, Pinterest items, and so forth. The content can’t all be promotional; to boost consumer engagement, content needs to be interesting. But what content is both interesting and of relevance to a brand? The two-hour workshop helps Percolate and its clients pinpoint that intersection: For a green-tech company, say, eco-friendly sources might create the most interesting and complementary content to share.

Go read the whole thing.


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.


Press

More Adweek

In addition to our glamour photo Adweek has a nice video of me talking about Percolate (and seeming to twitch a lot). Enjoy.


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.


Press

Percolate in ADWEEK

This week’s Adweek has a nice profile of Percolate including this snazzy photo of James and I on Bond Street. If only I had ironed my pants before the photoshoot …


Want to learn how Percolate can help with your content marketing?

Get in touch and we’ll show you our system in action.