Sunday, 24 April 2016

Be careful what you tell a chatbot - it could come back to bite you

whisper





You can't surf two clicks on the web nowadays without seeing a story about chatbots. Ever since Facebook made the announcement that it has opened up a bot building platform for developers during its F8 conference, a whole lot of digital ink has been spilled over what the rise of chatbots means for white-collar jobs, for e-commerce, for customer care, etc.


Other tech companies have been quick to follow suit and step up their chatbot game, with the latest news coming from encrypted messaging app Telegram, which just announced a $1 million prize for developers who manage to build a bot that is both fast and useful, as opposed to Facebook's bots, which, let's face it, haven't been getting much love so far.


Chatbots get better with time and information. The more info you feed them, the better they become at mimicking natural language and making you believe they are real. Human even.


We're not as far as some may think from a chatbot passing the Turing test without the aid of gimmickry. It hasn't happened yet, but it will. Soon.


And that “soon” is when our online privacy will take a really big hit and we'll have to learn (and teach our parents and children) new tricks to keep our personal, sensitive, and highly confidential info safe.


Maybe the rise of the chatbots spells the end of the white-collar job; maybe it is the future of personal assistants and stellar customer care; maybe it is the next big thing. But it is definitely a new and powerful threat to online privacy and security.


Here's why:


Chatbots, unlike your human friends, will always be there.


Without the burden of jobs, family, friends, responsibilities, and a bunch of TV shows to catch up on - or what we humans like to call a life - a chatbot will always have time for you. It will always be there to lend an understanding, non-judgemental ear. It will always be there to listen, whether it's at the end of a bad day at work or in the wee hours of a sleepless night spent worrying about love, life, or whether the season premiere of Game of Thrones this weekend will bring any closure to the “is Jon Snow dead” conundrum.


And who better to be the keeper of all your worries, all your darkest thoughts, all your doubts, and all your passwords if not a chatbot that will never be too busy or too tired to listen.


Let's just accept the fact that we will tell chatbots our secrets. We will share information with them that we would never share with our friends. We will use them as repositories for important data that we know we need to remember.


After all, we've already said “I love you” to them.


The problem is that all that personal, sensitive, and confidential information will get stored on some server somewhere. Because in order to get better, a chatbot needs to remember the info you feed it so that your conversations don't start from a clean slate every time. That's not how human interaction works - unless you're Adam Sandler and Drew Barrymore in 50 First Dates. You start where you left off, you learn more with every new exchange. Rinse, repeat.


So data needs to be stored. And stored data can be hacked. It can be snooped on. It can be surveilled. It can be used for nefarious purposes. And it will. It's only a matter of when.


Tay privacy


One more problem: We won't be able to tell a real chatbot from a fake one.


How hard would it really be in the future to release a fake chatbot into the wild to trick people into giving out sensitive information under the guise of being a chatbot from a reputable institution?


Man-in-the-middle attacks are a dime a dozen these days, so why not a chatbot-in-the-middle attack?


Sure, the vulnerability would be rapidly discovered and the chatbot removed, but by the time that happens (however short that time is), it could do a lot of damage.


And what that means from an opsec perspective is that we'll soon need to train our brains to look out for this type of potential threat. We'll need to learn to check chat conversations for spelling errors, awkward turns of phrase, and uncanny syntax. We'll need to go against years of internalized chat behavior to protect our data and our privacy.


And that's not an easy feat at all. Actually, it could turn out to be impossible.


Chatbots will make phishing as easy as shooting fish in a barrel


Just as we know by now to look for spelling errors in suspicious, seemingly official emails, we also know not to click any unsolicited links that such emails might include. We know they might contain viruses, malware, ransomware, all bad things that could lead to us, at best, to spending a day reinstalling our operating system or, at worst, to paying a lot of money to have our files released from captivity.


But would we be as cautious when it comes to a link from a chatbot? I think not.


Oh, of course we wouldn't go anywhere near a link from a spammy bot that pops up out of the blue yelling “CLICK HERE AND WIN AN iPHONE,” but I'm not talking about those kinds of bots here.


The bots I'm talking about are the bots of the (near) future that will be described using words such as “witty,” “sassy,” and “funny.” Like Tay before the Internet turned her into a racist and a Nazi. Or Rose here, who says she cares about security and even hands out privacy and security tips. Only 10 times better. And sassier.


Rose


The bots that we're talking about will know how to build rapport, how to act and talk like humans, how to make you forget they're actually only a piece of software.


And their links would be topical. They won't come out of the blue and they won't be shouty and spammy. They will look like they belong in the normal flow of the conversation.


Or like an intentional “personality” quirk that the chatbot was fitted with to seem more real.


Think about this for a second: If a chatbot uses enough TV show references in its replies, how suspicious would you be when it drops a link to a Buzzfeed-type “find out which Grey's Anatomy doctor is your soulmate” personality test? Would the thought that it might be a malicious link even cross your mind?


Or, if you prefer a more scientific approach that takes more than a second to wrap your head around, read this research paper that tackles the issue: “Towards Automating Social Engineering Using Social Networking Sites.”


In a nutshell, it describes how a female chatbot could join a Facebook university group, build rapport with the members by telling them she's thinking of applying there and needs some information, and then perform an attack by asking them to help her by filling out a quick 5-minute survey.


Even though the experiment was never carried out (which is unfortunate), we're pretty sure the results would have shown that it is scarily easy to execute a phishing attack using a chatbot.


But all hope is NOT lost.


Before we call time of death on privacy and start researching living off the grid, let's remember what a TV President we all love to hate these days once (or twice?) said: “If you don't like how the table is set, turn over the table.”


Yes, chatbots can be a huge threat to online privacy and security; yes, they could be used to trick people into giving out sensitive info or clicking a malicious link. But what makes them this big of a threat is exactly what could also make them a very powerful tool for educating and informing people on how to protect their online privacy and security.


A witty, sassy, or funny chatbot could make you click on a bad link, but it could also make you click on a link that tests your knowledge on basic data protection.


You will be more inclined to share deep, personal thoughts with a chatbot because there would be no judgement or condescension, but you will also be more inclined to take advice from it for the very same reason.


And you will be an easier target for fake bots doing chatspeak as well as humans, but that also means you will be more open to learning about security in a manner that resembles and even replicates the vast majority of your daily interactions.


You don't have to take my word for it; a 2009 research paper titled Two Case Studies in Using Chatbots for Security Training shows that people were more satisfied with and positive about their security learning experience when a chatbot was involved in the teaching process.


So at my company, Keezel, we are going to be taking Mr. Underwood's advice and turning over the table. And I'm sure we won't be alone. We are going to try and be one step ahead of the game and stop chatbots from becoming a privacy threat by turning them into a privacy tool. We are going to throw our chatbot hat in the ring and see what happens.


We won't have it ready today, or tomorrow - we may not even have it ready this year, but there will be a Keezel chatbot that will teach you proper privacy and security hygiene. Try not to say “I love you” too much when that happens.


Aike Müller is founder of Keezel. His career in information management and IT security began as an M&A IT expert at PwC. He went on to co-found a government-contract consulting firm specializing in automated assurance. As a freelance consultant, he worked on process and supply chain assurance for national and international clients in logistics, retail, and sustainable agriculture. He developed Keezel as a solution to security issues he encountered while working at client locations. You can follow him on Twitter: @themuli.





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Friday, 22 April 2016

Twitch will introduce new features to make it easier to chat with friends

Twitch's presence in the lives of gamers around the world is huge.




Twitch wants you to keep in better touch with your friends.


The livestreaming site announced during the PAX East game convention in Boston today that it will introduce new social features for users, including a Friends List which can hold up to 500 names. This will give Twitch viewers an easier way to see which of their friends are online and easily send them Whispers (a direct message that shows up in any other chat window). Twitch has over 100 million viewers a month, and it has become a huge hub for the growing esports market since it easily allows fans to watch livestreams of tournaments for the most popular competitive games like League of Legends and Counter-Strike: Global Offensive.


Twitch begins the beta test for these features today.


“Friends is the latest social feature in Twitch's ongoing effort to help gamers connect with one another,” said Marcus Graham, director of programming, Twitch, in a press release sent to GamesBeat. “While Twitch has always been a great platform for broadcasters to connect with viewers, now viewers will be able to connect with each other too. Other social features include the recently launched Channel Feed, as well as Whispers and Party Chat. Because the community continues to flock to features that help create real connections, as exemplified by the 300 million whispers sent just since launch, we are continuing to make this a key focus.”


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The Hard Truth About Social Media And What You Need to Do About It



It had been done.


The application form had been filled in. The schools attended, the relationships and the interest fields had been mulled over. The final submit button was pushed.  I was live.


Then something happened.


People I hadn't seen in 30 years started popping up on my screen. A bit older, greyer and more seasoned than I remembered. This was global and virtual connections at scale.


That was 8 years ago and I was hooked.


Connecting with friends, college pals and past colleagues was now tech enabled. Sharing life's moments and experiences was instant and also visual.


It was one to many.


Promise revealed


The web was starting to reveal its promise. It was coming to life. It felt human.


The hardware, software and communication networks were becoming an extension of our creative and tribal humanity enabled by bits and bytes. The neurons were not alone but now had an amplifier.


Twitter was also part of this puzzle and offered a different experience. Instant, simple and a tad confounding.


The new social networks also provided public validation of our creations. That simple tweet, like or share showed acceptance and popularity.


The other thing to love about these shiny new social toys was that they were free and devoid of ads. So we all played. It was like the Wild West. Land claims, some unsavoury characters and a sense of adventure were all part of the landscape.


But then it dawned.


These platforms were more than friend networks….it was much, much more. We were all about to discover what this was.


The pivot


Marketers, publishers and bloggers started to discover the power of a tweet and a Facebook update. The broad global adoption of these online communities reached critical mass. Hundreds of millions started to pile on.


Then it was billions.


This mass community made content move, drove traffic and brand awareness. It gave the invisible attention. Made videos go viral. No permission was needed to publish except the access to a computer and the Internet.


Small creative endeavours were discovered and businesses started to flourish online. The social networks didn't make us creative they just allowed us all to be noticed. You just had to learn how to use it.


Then Facebook decided to pivot.


The Facebook profile had a new sibling. The Facebook page. The gold rush of the Wild West started in earnest. Social media was now touted as the marketing nirvana for business and brands. Message to the CEO from the marketing department and external social media consultants. “Don't worry about the ROI…. that will happen“.


Advertising banners appeared and the masses got a bit annoyed but the marketers were chuffed. Google Adwords had a serious competitor.


But then something happened.


The hard truth


A clever data scientist (with way too many IQ points) was having a cocktail at a smart bar in Silicon Valley. An idea was born. Let's jumble the newsfeed on Facebook. We will tell you what is important to view and……we will serve up ads on your timeline.


They have retired to the Bahamas and are now sipping Pina Coladas on the bonuses from that one idea!


Reaching your fans and friends was now dictated by the network's computer algorithm. Organic traffic from fans almost disappeared overnight.


But the advertising revenue soared. It had to. It was past time to make payroll and keep the lights on without begging for more money from the venture capitalists.


With old social you had built a tribe, they had found your visible content and shared it with passion. Now it was buried and often never to be seen again.


Twitter has followed and Instagram is on the verge.


So the social media I knew had died. It is now just becoming another media channel that is pay to play. The financial reality is turning social into a freemium business model.


The hard truth is that the free and organic social media marketing doesn't work like it used to. And that's a bit annoying.


What to do


The good news. All's not lost.  Things change and marketers and businesses will need to evolve. So what can we do?


First you need to  be aware of the changes and trends. Then you need to get cracking on the following:



  • Concentrate more on owning your traffic. Convert social and search traffic into a loyal email subscribers. Guess what happens when a millennial joins the workforce. They get an email address. Email marketing is not going away anytime soon. Use this to reach your audience when you want without a Facebook algorithm getting in the way

  • Invest in a digital marketing automation platform to do more with less. Scaling your marketing in a splintered media world needs proper grown up tools.

  • Re-purpose content onto other networks. Take your best posts and publish on Linkedin, Medium, Flipboard and even Slideshare.

  • Measure more and concentrate on what works best. The Pareto principle is a truism. Concentrate your efforts on 20% of the effort that produces 80% of the results. So start looking for a data scientist to add to your team.

  • Pay for social media traffic. But don't do this unless you can measure the cost of leads and sales.

  • Don't aim for the quick fix. The digital marketing game is not a sprint…..it is a marathon. Create pillar content around your key phrases you want to be found for on a Google search. Digital marketing is an asset build.

  • Work with influencers and collaborate with joint venture partners. The old art of networking is alive and kicking. But it is now global, web based and niche focused.


Digital marketing is a multi-discipline ecosystem that requires an understanding of how it all fits together. Search, social, email, content and automation technology all need to be in the mix.


The old social media we all knew was exciting. But it has evolved. It had to.


You just need to adapt.


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Thursday, 21 April 2016

Medium raises $50 million while it can adds Ben Horowitz and Judy Estrin to board

Medium's new logo




Medium has raised a new round of funding, bringing in $50 million in a deal led by Spark Capital. The company sought the investment as a way to “bolster our resources…given the demand we've seen for the vision we are building toward.” Existing investor Andreessen Horowitz returned to put in a “significant amount”, as did GV (formerly Google Ventures), and Medium chief executive Ev Williams.


Coinciding with the funding announcement, Medium also added Ben Horowitz and JLabs CEO and pioneer who played a role in developing the foundation of the Internet today, Judy Estrin, to its board, while also parting ways with Greylock Ventures' managing partner David Sze - the firm's other partner on the board Josh Elman will remain.


In a Medium post (where else?), Williams explained that his team is focused on creating a platform where great ideas and stories can “be launched into the world - and for people to find those stories and ideas that matter to them.” A major part of this effort revolves around the Medium for Publishers tool the service has where publications and bloggers are able to access branded tools to customize the look and feel, as well as the layout, navigation, and color scheme of their site on Medium. Williams wrote that there are hundreds of publishers that are now on the platform, including The Awl, Pacific Standard, and The Ringer.


The latest fundraising reunites Williams with Spark Capital. The firm was a major investor in his previous company Twitter and the lead partner in today's round Kevin Thau was a former coworker.


At an event in San Francisco in October, Medium's CEO sought to explain how he pictured the platform becoming. Would it be the next Blogger, which Williams sold to Google? The next WordPress were everyone was able to customize it as they saw fit? Or something much greater. He realized that this notion of open free publishing was “potentially important” and was not about the content, but also the ideas.


“Today, putting stuff out on the Internet today is easy. Our devices are constantly connected and we have a variety of apps to put content out there,” Williams explained. “It's easy to trivialize all this stuff, but the fact that billions of people have the power of the printing press at their fingertips is a huge idea. It's a huge advance for society.”


Raising $50 million is a proactive move by Medium in its effort to try and change the way we discuss ideas, but it's also just $7 million less than what it raised in September.


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10 Ways to Use Snapchat to Market Your Business


Is your business using social media to target prospects and turn them into customers? I am not normally one to shout but IT SHOULD BE! Most businesses at least have some presence on Facebook, Instagram, Twitter and Pinterest. However, beyond the obvious choices, what else is there that you could use to target a specific […]


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Tuesday, 19 April 2016

10 Blogging Infographics to Achieve All-Star Blogger Status


10 Blogging Infographics to Achieve %22All-Star Blogger%22 Status


If you want to make it in the world of blogging, you need to know what it takes to stand out from the crowd.


Actually, it's a whole lot more than just standing out from the crowd, it's having the ability to be dedicated to your blog, putting in the time and work to create amazing content and then knowing how to promote it so your audience can find you.


With over a billion active sites on the internet and hundreds of millions of them being blogs, you are guaranteed to get lost in the mix when you first get started.


Don't worry, every successful blogger at one point had to start from zero – and that's where you will start too.


If you have what it takes to become an All-Star Blogger, you will look back at these initial stages and remember how exciting and fun they really were.


So what does it take to become a successful blogger? A little bit of everything, such as:




  • Skill, Dedication, Time and Passion – Yea, all of these are important and each of them have their own reasons why. At the end of the day, you need to realize that the more you put into blogging, the more you are going to get out of it. Unfortunately, most people don't have the patience to get through the first initial slow phases.


  • Real Content that Matters – Blogging is all about content. If your content is garbage and provides no value, you are simply wasting your time. Before publishing content to your blog, ask if it's something you would actually spend time reading.


  • SEO and Content Marketing Knowledge – Content creation is a major component of blogging, but if you don't have a basic knowledge of SEO (how to rank in the search results) and how to use social media and backlinks to increase traffic to your site, you will have a nice blog with content… just no one to read it.


  • Business Mindset and Monetization Plan – This one isn't necessary for all bloggers, but it does apply to the majority. If you want to make money with a blog, you need to know who your audience is, what value you are providing to them and also how you are going to make money in the process.


All of these fine points are things that you should consider before even starting your blog.


What's even better is to learn how each of these elements should be used with blogging through the use of powerful and engaging infographics. Once you have a good idea on what type of blogger you want to be and how you are going to start scaling up your content and reaching new audiences, then it's time to set your sights on how having a blog can really change your life and business for the better!


Now let's take a look at ten unique infographics that will help you get to “All-Star Blogger” status at a faster pace.


1. The Evolution of the Blogger


Before jumping into the world of blogging and expecting to become the next dot com celebrity, you should first understand where blogging came from and how we got to where we are today.


In this “Evolution of the Blogger” infographic, we can take a look at the very first individuals who helped turn blogging into what it is today, while also seeing how it has scaled up in size – going from individual bloggers passionate about their self interests and activism, to food and travel bloggers and even into the lucrative corporate world where blogging is still so important today.


Take a look at this infographic and see what type of blogger you are, then set yourself on a path for success!


The Evolution of the Blogger


 


2. How to Start a Blog


At one point or another, we all had the desire to start a blog, but had no idea where to start.


While it's funny to think back at how complicating and confusing it all seemed in the beginning, it's dead simple for many of us today. However, thousands of people will be starting a website or blog of their own for the first time today, and like many of us in the beginning, they also have no idea where to start.


Before becoming an all-star blogger, you must first make your way through the initial entry phase of blogging, and while this might not be the most exciting part of blogging it's extremely important as it's going to make for the foundation of your site.


This infographic highlights the 7-step process every blogger must walk through, such as choosing a topic, setting up hosting, site customization, content creation and much more.


How to Start a Blog in 7 Simple Steps


3. The 7 Elements of Smart Content


At the end of the day, the success of your blog comes down to the type of content you have on it.


Way too many bloggers think they need to create content just for the sake of putting something out there. This can't be further from the truth. Google wants real content that provides value and they also want it to be lengthy.


This means you should focus more time on creating amazing content and publishing once or twice per month, versus publishing boring content daily or a few times per week.


In this seven elements of smart content infographic, you will have the perfect checklist for your content. If your content isn't helpful to your audience, consistent with other material on your site and doesn't have a call to action or no real data to back it up - you probably shouldn't post it!


7 Elements of Smart Content


4. Copywriting Cheat Sheet for Blogging and Social Media


Blogging isn't just about creating content on your own site, it's also about knowing how to connect with your audience through email and social media networks.


In this infographic we take a look at the different ways content creators and site owners should be using email, blog copy and social media to reach their audiences – while also pointing out actionable tips for each source and why they are important.


After skimming through this infographic you will have a different perspective on how you should share, syndicate and promote your blog content across different platforms.


Copywriting Cheat Sheet


5. Explode Your Blog with Social Sharing Traffic



With over two billion users spread across the major social networks, it would be a huge mistake to not be using Twitter, Facebook, Pinterest and Instagram in your favor.


In this infographic, Ian Cleary breaks down exactly what it takes to get thousands of social shares on every piece of site content you create. Such factors include having a compelling title, making it easy for your audience to share, using Pinterest friendly images, sharing with your email list, doing outreach and much more.


One of the most important things for bloggers to remember is that it's not just about 'content creation', it's also about the 'content promotion' you do after the blog post goes live.


How To Promote Your Blog To Get 1000 Shares


6. The Many Benefits of Guest Blogging


Guest blogging has become the absolute best way to make your blog stand out from the crowd.


One of the many benefits of guest blogging is that it's free, however it will take up a decent amount of time to create high quality content that gets accepted on other sites.


Other benefits include increased exposure for your brand, gaining backlinks and putting your name and face in front of a whole new audience. In short, guest blogging is pretty amazing when it's done correctly.


Follow the eight actionable tips in this infographic to boost visibility and viral activity to your site through guest blogging.


In addition to guest blogging for authority status and backlinks, there are also many sites that will pay you to write content for them.


8 Ways to Boost Brand Awareness with Guest Blogg


7. How to Make Money Blogging


It's easy to start a blog, but it's not easy to make money with one.


When planning to start a blog just with the intention to make money, you are going to have to put a lot of time in beforehand to pre-plan your launch, choose a niche focus, study your audience and map out the whole process.


In this infographic, you are walked through the process in a simple 9-step visual. Though there are many factors that go into successfully making money with a blog, the most important is choosing a niche focus for your site in the beginning and knowing how to monetize and target your content along the way.


How to Make Money Blogging


8. Top Bloggers Focus on Long Tail Keywords


As mentioned many times already, it's easy to create a blog and it's easy to create content – but it's not easy to create a successful blog that gets traffic and makes a lot of money.


Why is that? Simply because there are a lot of components in play and if you aren't focused on how to create high quality content and get incoming links to your site, then your blog's chain of links all fall apart.


Just as important as choosing a niche audience and getting focused with your monetization methods, so is the ability to rank your site in search results for long tail keywords. Not only are long tail keywords easier to rank for, they also provide you with an audience that you know is looking for exactly what you are providing to them.


In this infographic we take a look at the hidden value of long tail SEO and also why you should be trying to rank for a set of keywords or phrases versus high traffic generic keywords.


Hidden Value of Long Tail SEO


9. How Top Bloggers Make Money with their Sites


It's one thing to know how to make money with a website or blog, it's another to actually see how other's are doing it.


Ever since word got out that people were making money with blogging, the whole blogosphere has been flooded with new bloggers and content sites like crazy – which is fine, because only those who put in the massive time, work and effort will find success.


In this infographic we get to break down the many components of why and how top bloggers make money with their sites. Topics covered are; the five different types of bloggers, average earnings, monetization methods, highest earning blogs and actionable tips to help increase traffic and revenue for your own sites.


Ways to Earn Money with Blogging


10. 50 Blogging Tips from Expert Pro Bloggers


One of the greatest things about blogging is that there are so many successful individuals, brands and resources out there to help you along the way.


The benefit here is that so many of these different resources and outlets are always willing to go out of their way to help fellow bloggers. This is exactly what you will find in this “50 Blogging Tips” infographic, which highlights actionable tips and advice from top bloggers Pat Flynn, Corbett Barr, Ana Hoffman, Amit Shaw and Jeff Goins.


Read what the experts have to say about their sites and their blogging success, then implement these same methods into your own site.


50 Blogging Tips From The Experts


Your journey towards All-Star Blogging Status


All of the tools and resources are here for you, now it's time to put them into action and propell the growth of your site.


There are simply no excuses for why you can't succeed! While it may seem like a long journey ahead, take it one-step at a time and do at least one thing to get your site a step ahead each and every day.


Before you know it, we will be 3, 6, 9 then 12 months down the road – where will you be?


Guest Author: Zac Johnson is a world renowned blogger and entrepreneur with nearly 20 years of experience in the online marketing space and has helped his readers generate millions of dollars online. He shares his story and guidance at ZacJohnson.com


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Nintendos Miitomo is beating Facebook at gathering personal data

I wouldn't answer this. ...





The release of Nintendo's first mobile game, Miitomo, largely caught the world off guard. Not merely because it's so unique, but also because people either seem to love it, hate it, or sometimes both. Regardless of their opinion, more than 3 million of them have already downloaded it, and the numbers are growing fast.


While the game industry mulls over what Miitomo is, marketers should take close notice, too, because the app manages to effortlessly scoop up a data set that is pure gold. To understand what I'm talking about, we can start with how the game works. You first create an avatar (or pull your Mii over from Nintendo's consoles and handheld systems). You can personalize its appearance in a variety of ways, including buying different outfits to wear. Next, you add your friends from social media. Finally, it starts asking you questions and shares your answers.


The questions it asks are all light and personal. What kind of pizza do you like? What's your favorite way to exercise? How do you relieve stress? In this way, Mittomo collects a vast store of what I'd call personal data. Personal data is different from private. That private data involves things we don't want others to know: prescriptions, grades in school, and so on. Personal data consists of things we don't mind sharing at all. Personal data can be anything, such as whether you like to ski, what you find relaxing, and even what you think about yourself.


Oddly enough, we don't have a good way to collect and use this information. Most of the data we have is either demographic or behavioral, such as where people shop, what they buy, or what they do online. And while that data often hints at personal preferences, it still misses a lot. Let's look at a few examples to see what I mean.


We'll start with a 50-year-old fisherman. He's been fly-fishing since he was 5 years old, and he knows all the nearby streams and goes as often as he can. You know what, though? This person almost never sets foot in a fly-fishing store or buys gear of any kind. He already owns everything he needs. Traditional behavioral data might not peg him as an outdoorsman, but something like Miitomo would pick it up instantly.


The next is a friend of mine. Like probably a million other people, he owns a bread machine. These contraptions, of course, are usually like gym memberships: many more people have them than use them. He's the exception. He and his wife make all of their own bread (and all baked goods, for that matter). They have been doing so for a long time, and it's important to them. But I never learned this from his Facebook profile, and you'll find no manifestation of that passion online. He just mentioned it in conversation several years after we met.


A final example might be traditions. People rarely discuss their family traditions, and marketers have no easy way to track them. That said, knowing them could be valuable. For example, every family has certain side dishes that appear only at Thanksgiving. If a supermarket knows you're going to be making creamed baby onions and stewed red cabbage, it would have an easy way to capture the rest of your holiday business as well. But it doesn't have that data.


On the other hand, Miitomo abounds in this stuff. People freely share all kinds of personal information because they don't really care if anyone knows it. As a result, Nintendo is building a highly relevant profile of everyone who uses it-much more so than you'll find from a Facebook page or social graph.


What does this mean for brands? In the near-term, nothing. Nintendo isn't going to play the brand game and share its data. That's not in its DNA. But the success of Miitomo is a shot across the bow in the personal data world. Very likely, similar platforms will come along that we will be able to access. Once that happens, it will be fascinating to overlay that personal data against behavioral, and see what we've been missing.


For now, though, we can only play Miitomo and dream. The good news is that it's a pretty fun game.


As president of the Americas for the Possible creative agency, Jason is responsible for leading the long-term stability and growth of the region, with 20-plus years experience in digital strategy to help clients attract, convert, and retain customers. 


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Nintendo's Miitomo is beating Facebook at gathering personal data

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