What Netflx & Roku Teach Us About Information Architecture and Personal Brands
Picked up a Roku box the other day to be able to view Netflix on the TV. Turns out Roku is much more than that. Roku allows for maximum control over the content.
It is easy to speed through or over sections by clicking the forward button and Netflix's waterfall menus have never been easier to control and mange.
Netflix + a line in Steven Johnson's book Everything Bad Is Good For You has me thinking about the nature of information. The linked in BAD is about how we form allegiance to some content. Allegiance and ritual mean we watch some content over and over.
Johnson points out that the real test of content may be in its "rewatch quotient. Netflix's algorithm learns our preference and creates a "new to me" presentation of "old" content.
The ability to filter and organize an infinite amount of content so the "new to me" and highly relevant snippets emerge at the top feels like THE TACTICAL ISSUE of our connected and content overwhelming times.
Netflix is creating an individualized "long tail". My ratings are so close to what I like now that any 3 star rating has a better than 80% chance of hitting the e mark (i.e. being something I like).
The impact of Roku + Netflix's increasingly smart ratings and presentation systems is its is Thursday night and I am NOT watching commercial television. And I used the word "commercial" on purpose since it is one of the reasons I don't watch.
The more I use media I control (like Roku + Netflix) the less patience I have for the PUSH approach. All day I use technology to parse and select content from the social web. It is so JARRING to come home and have someone else doing the scheduling and interrupting every ten minutes that watching TV is becoming all but impossible.
I’ve long maintained that benefits associated with these tools are mostly how they change us. Netflix + Roku is changing my "watching behavior" in a way that is consistent with the rest of my interactions.
Netflix teaches a valuable lesson about our personal brand too. We think of our presentation as timeline linear. Why? Shouldn't we create building blocks with tags? If I'm looking at a resume why doesn't it know that I'm an Internet marketer and so arrange the relevant blocks I want to see at the top?
Surely this "predictive analytics" resume is more valuable than static information. LinkedIn take note. I have at least six ways into my experience:
* Brand Marketing.
* Internet Marketing.
* Email Marketing.
* Content Marketing.
* Social Media Marketing.
Why can't we create blocks for each of these and present based on the relevance to the viewer? If that sounds like email marketing it is because predictive analytics infused web design (or resume design) looks and feels like email marketing.
K, commercial break is over better get back to watching whatever the heck some programming genius wants me to watch right along with the goofystupid ads for stuff I will never buy or care about.