We’re about halfway through phase two of our experiment, and we wanted to take some time out to congratulate the best submissions we got back from the Zooppa community. We’ll start with the video submissions and highlight the print/still work in the next couple of days: Les Voyeurs by OOTB
We've also posted all four winners to our YouTube channel here: http://www.youtube.com/user/razorfishchannel Congratulations to all the winners, and thanks to each of you for your hard work and thoughtful submissions. Everyone else, there is still time to check out the 5 films that were produced in record time during our workshop at Cannes. Make sure to like your favorite: http://vimeo.com/channels/privawhat
Yesterday, we launched phase two of our Cannes Workshop experiment. All 5 videos that came out of our intense workshop have been posted to our Vimeo channel here: http://vimeo.com/channels/privawhat
Keep in mind that all the teams had less than two hours from start to finish. We provided them with some raw materials, but also gave them the option to create their own. Not surprisingly, we got a good mix of both approaches - 3 films made heavy use of visual assets we provided, and 2 shot their own. Nearly all of the films leveraged the music provided by Audiosocket. Some of the video content we got back from Zooppa was finished work, and was good stuff - one of the films simply suggests a new ending.
Over the next month, we're counting views and likes on each video, and the video with the most points (likes + views) at the end of the competition wins what we're calling the People's Choice award. Zooppa, Audiosocket and Visible Measures have all contributed to a prize package that totals around $17,000, and will be offered to each member of the winning team.
Make sure to check out all the videos, "like" your favorite, and pass the word along!
Zoopa Community members created some videos about privacy. You will realize that when involving crowdsourcing, the level of quality varies greatly from one piece to another. You might want to only take a few seconds, or more and change the sound, or change the end, this is up to you. One might have some potential and you feel like you can make it great by changing the end... it is completely open. We highly recommend that you watch those before the session. http://zooppa.com/ads/razorfish-cannes-lions#ads-navigation-1
BYOV. Bring you own video or shoot your own video. before or during the session, with a phone, a camera, whatever you like.
We will provide a set from Audiosocket to choose from
Record your own sound or use your own music. If you don't own the rights and what you want to use is not Creative Common Licensed, do not use it.
NOTE. the computers available have iMovie 09 installed only. so we highly recommend that you bring your own computer if you want to create custom elements, or use Adobe suite.
We are now getting closer to the session and we feel it might be good to give some clarification on how it is going to work and what is going to happen at the workshop.
As described in our Welcome message, we have been working with the Zoopa community of content producers to gather films, video content, ads. This is basically the first part of our Contest. We will be judging the films submitted there this week and will announce the Zoopa winner at the event.
You may ask: "what are we going to do at the event since members of the Zoopa community already created some films?". That’s where this multi-layered crowdsourcing comes in. Basically, by submitting films, they all agreed that part of their footage, sound, music, could be re-used by the event participants for our experiment at the workshop. There will be more content available to use, but we'll come to that.
What is the workshop about?
2 Hours to create a film about privacy using crowd-sourced assets or your own assets.
What should that film be?
An ad, a short, a video; call it whatever you like, but it is your view on privacy: either an alarming message around the invasion of privacy today or a surprising take on the issue; this is yours to decide, so you will need to think about what you want to communicate.
Duration of the film: 10sec, 30 sec, 1'12"... you choose, but keep in mind 2 things: 1. less is more and 2. remember ...you only have 2 hours, so for that matter, we ask you not to go beyond 2min
We also highly recommend that you read the various articles that are being posted on this blog, it might give you good insights on the issue and stir you away from the obvious "facebook is evil".
2 hours to produce something? but that's crazy!
Well, kind of, but that is what this experiment is about: how can we use crowd-sourcing to create something innovative. Our Assets Page (to be updated in the menu) will contain the list of assets available for you to use:
You will have the Zoopa Videos that you will be able to edit and pick from.
Music tracks provided by artists who have generously offered to donate some tracks for attendees to choose from Audiosockets.
Photos from our latest Razorfish 2010 Outlook Report (Flickr Set here) but also any photo that is Creative Commons-licensed, that and that you can (we will provide links to filtered search to help you)
So keep track of our Assets page, it will be soon updated with some links were you can view videos, listen to sound, view photos. The assets that cannot be downloaded from the web (Zoopa videos and Audiosockets music) will be provided to you at the start of the event on a USB stick.
Can I use my own footage, sound or music?
Yes, you may want to create your own assets; videos, music, sounds, photos... and you are more than welcome to use those to produce your film as long as you own the rights to any material used. that said the idea is about crowdsoucing, so the challenge is to use what has been produced by other people. You actually may want to shoot some content now, with friends, in Cannes or ask friends around the world to send you stuff. Even your own content can be crowdsourced.
Can I do it as a team?
Not only you can, but you should come as a team: 2 hours is short, so think about dividing the task. someone writing a script, someone editing, someone looking for music, someone searching for photos... you decide.
Will there be some hardware and software available for us?
Yes, there will be a few MacBook Pros available in the room for you to work from with iMovie installed (sorry, couldn't get FinalCut installed in time), but we highly recommend that you come with your own gear: laptop, mouse, softwares, still camera, Flip camera, iPhone, FinalCut, etc...whatever you like,,,
What happens when the session ends?
It will be voting time. a Judging panel will select the best video for the "Critic's Choice" award. Then all videos will be uploaded to our Vimeo Channel and will be competing for the "Viewer's Choice" award.
More details on the awards to come, but in any case, winning videos will be highly publicize by the razorfish group and teams.
Stay tuned on this blog for updates about the assets available. If you have any question, feel free to comment this post and we'll make our best to answer.
HuffPo summarizes the Social Network Users Bill of Rights. Good stuff, but does it go far enough?
Social Network Users Bill of Rights
We the users expect social network sites to provide provide us the following rights in their Terms of Service, Privacy Policies, and implementations of their system:
We the users expect social network sites to provide us the following rights in their Terms of Service, Privacy Policies, and implementations of their system:
Honesty: Honor your privacy policy and terms of service
Clarity: Make sure that policies, terms of service, and settings are easy to find and understand
Freedom of speech: Do not delete or modify my data without a clear policy and justification
Empowerment : Support assistive technologies and universal accessibility
Self-protection: Support privacy-enhancing technologies
Data minimization: Minimize the information I am required to provide and share with others.
Control: Let me control my data, and don't facilitate sharing it unless I agree first.
Predictability: Obtain my prior consent before significantly changing who can see my data.
Data portability: Make it easy for me to obtain a copy of my data.
Protection: Treat my data as securely as your own confidential data unless I choose to share it, and notify me if it is compromised.
Right to know: Show me how you are using my data and allow me to see who and what has access to it.
Right to self-define: Let me create more than one identity and use pseudonyms. Do not link them without my permission.
Right to appeal: Allow me to appeal punitive actions.
Right to withdraw: Allow me to delete my account, and remove my data.
You can visit the Act.ly petition to see the Social Network Users Bill of Rights and find out more ways to participate.
"Our results show privacy matters in something of a subtle way in online advertising," Mr. Goldfarb continued. "Sometimes privacy violations are fine, sometimes they're not."
Interesting finding from academic researchers. I think the key takeaway is NOT that targeted ads don't work. Rather, my interpretation is that over-personalization of ads (especially when combined with precise targeting of more obtrusive ad sizes/formats) can have a negative effect. It's a fine line between smart targeting and creepy stalker-like behavior. But the key seems to be just showing respect to the consumer. If they've shared personally identifiable information with a brand, they are naturally much more sensitive to future efforts to target.
Our experience has been that contextual and behavioral targeting (and "re-targeting") of ads can be effective for a wide variety of categories. You've just got to watch that "creep out" line and understand the consumer's point of view.
We’re excited to be hosting a workshop session at the Cannes Lions Festival this year. The idea for the session is a bit of a nutty one, born out of a desire to experiment a bit. We’ve dabbled with various flavors of crowdsourcing, have become big fans and wanted to try something different.
So we’re double-dipping into the crowdsourcing well and running what, near as we can tell, is the world’s first ever live mixed-media mashup to produce a pro-bono film. We’ve only got two short hours. But given that this is perhaps the most prestigious and important show in the advertising world, we know the level of creative talent that we’re likely to have in the room is tremendous, and we figured we could all of those smart minds to work.
We’ve chosen the topic of privacy – a critically important issue that brands, agencies, regulators and most importantly of all – consumers – are all trying to wrap their heads around. It’s been an issue with digital technologies since the beginning, but is obviously magnified in importance as people are increasingly sharing intimate details of their lives via social networks. The heavily publicized struggles that Facebook has recently had on this issue highlight the complexity and wide range of opinions. It’s a challenging thing, to be sure, and we as an industry must get it right. The media coverage at times can be a bit alarmist, and our goal with the workshop is raise awareness of the issue in a positive way. We want to create a balanced view that addresses the dangers of not being in control of your privacy while also being honest and open about the benefits of being involved. We’re not out to scare anyone. Rather, to educate and put a healthy spin on the topic.
Here’s how it’ll work. We’re working with Zooppa now to collect a bunch of clips, ads and inputs from their global community of content producers. They were issued the assignment (http://zooppa.com/contests/razorfish-cannes-lions) a few weeks back and have already begun submitting some great stuff. We’re also working with the good folks at Audiosocket, who’ve got an impressive array of hot indie artists and have generously offered to donate some tracks for our attendees to choose from. We’ll divide the room up into teams, hand team leaders a USB stick with a group of assets on it, and let them go to town. We’ll have some computers to use, but we’re guessing that most folks will have their own laptops and preferred software, so that’ll work too. Teams will collaborate to produce a finished film – by picking from the group of assets, adding copy and transitions, selecting music and so forth. Teams compete against each other for the “critic’s choice” award, to be decided by a judging panel lead by Frederic Bonn, Head of Razorfish New York Creative Department. The second phase of the competition begins after the session ends, as we upload the videos to Vimeo and the teams try and drive viewership and likes, competing for the “viewer’s choice” award and lasting pride and prestige (plus maybe a prize of some kind, which we’re working on. More to come soon).
We’re going to use this blog for a few things in advance of the show:
Chronicling our preparations
Posting links to news/blogger coverage of privacy issues
Privacy commentary from a small team of Razorfish social media experts
Sharing further details of the session as they evolve
Previewing some of the assets that will be available for teams to use (so if you’re planning to attend, check back regularly for a sneak peek at some of the stuff you’ll have to work with)
And probably some other stuff to be determined
We’re looking forward to the show, and to hopefully sparking some discussion and debate here.
Looking forward to seeing what else comes in. If you're interested to participate, there is still time. Sign up with Zooppa and check out our assignment here.
I spent this morning browsing through the catalog over at Audiosocket. There's an incredible variety of options there, and a powerful search engine and filter set to help you quickly zero in on the perfect track. You can search for certain keywords, which is a bit of a free for all but I found it useful in turning up some relevant music for our session. You can also filter by genre, mood, tempo, instrumentation, vocal type, and more. I found a bunch of stuff I really like and will be posting some samples here in the next few days. Meantime, enjoy some screenshots of the interface:
The issue with location-based information is that it exposes another layer of personal information that, frankly, we haven't had to think much about: our exact physical location at anytime, anywhere. If you're comfortable being a human homing beacon, that's fine, we just want you to be fully aware of what that means and the potential risks it might involve.
When it comes to privacy, 80% of respondents indicated that they were concerned about the impact checkins have on their personal safety. Forty-nine percent said that they don’t use the services more often because of privacy concerns.
The article is interesting in general, but the two privacy-related stats are perhaps most interesting. Almost HALF of users say they don't use the services more often because of privacy concerns? That is a significant barrier to growth and long-term value to both marketers and consumers.
