also published in The Hard Copy Observer, February 2012
Observations: Lessons From the Little
Printer That Went Viral
The friendly Little Printer ready to bang out daily new and other amusements |
[February 29, 2012] A late November
2011 announcement and accompanying video on The Little Printer from Berg
Associates of London created more social media "buzz" around a
printer or print-related product than I can remember. While this
product/solution, which tied together a small output device with news and other
personalized content has yet to ship, the introduction generated great
interest, especially on Twitter, and is still receiving attention. What makes
this solution so special?
Avoiding the viewpoint of a grizzled
industry veteran who might see simply a small “receipt printer”, The Little
Printer is an engaging, personalized companion, and anthropomorphized in the
firm’s video and marketing materials. Tied to a user’s smartphone, this machine
programmatically prints daily newspaper content mixed with social media updates
and the like—sort of a hardcopy Flipboard (see August 2010 Observations). A view
of the video (http://vimeo.com/32796535) is a far
superior way to get a look at the product/solution than having me explaining it
here, and much more written information is available at Berg’s website (http://bergcloud.com/littleprinter/). (And as an example
of interest, note that the video on Vimeo has logged 1.5 million views since
late November!)
I blogged in early December about the tremendous
attention Little Printer was receiving, especially on Twitter (see “Little Printer–Big Splash!”) and promised to
circle back with more details. I found the company (our usual source of “more
details”) to be overwhelmed with all the attention it was receiving, but recently
have been able to get through with some questions, and the firm provided some
of the background on the “story behind the story” and video development that I
reference below.
As long time readers know, I have
often been drawn to, and covered, the "story behind the story" of new
products and other announcements—when and why something takes off in
imaginations or otherwise “clicks” with a larger audience. Maybe it is my
background in product development, coming from years on the company side, and
my myriad of experiences pitching new products, solutions, and strategies to
the press and analyst communities and hoping to ignite a spark of interest
beyond the usual “speeds and feeds” coverage. Or maybe it is my marketing
education, and now years as a marketing educator, remembering the fundamental
consumer behavior models like AIDA (Attention/Interest/Desire/Action) that are
fueled by something people can get excited about. So I am often drawn to the
“story behind the story” and speculating, at least, on what it is about certain
new products, solutions, applications, whatever, that draws peoples’ attention
to one and not another.
Counting Tweets
So just how big is The Little Printer
story in the “Twitterverse”, you might ask, based solely on the late November
announcement? (And by the way, though the company is difficult to contact, as
mentioned above, the “Beta in 2012” still seems to be sometime later than late
February 2012, as I write this.) The “500,000 tweets” rumor I reported in the
December blog post would appear to be just that, a rumor, and getting actual
measurements is not as easy as one might expect. Using Twitter’s own Web-based
access can be frustrating when seeking archives beyond a few days old , with
typically only about a week’s worth being accessible) but Web sites like Topsy are more effective at rounding up and quantifying social media
activity (see below). Storify is another personal
favorite but is stronger on the qualitative side (i.e. telling a story through
social media) and less strong on the quantitative.
A look at a Topsy search of tweets mentioning Little Printer |
Using Topsy, I came up with a count
of about 11,000 “Little Printer” tweets since Berg’s announcement, with the
huge majority in the early days, but with a healthy number continuing on. For
comparison, I picked another recent phenomenon in our industry, Apple’s
AirPrint, and in the “status quo” week prior to this blog post, that news had
less than 300 tweets, according to Topsy (even with Canon launching two new
AirPrint models two weeks prior), while Little Printer had about 400, still
drafting off the printer’s nearly three-month old announcement.
Using Google Trends
Which got me thinking—what about
using Google Trends as a popularity index? A few readers might remember I
highlighted some industry stalwart brands and some new ones, in a Google Trends
analysis more than three years ago (see “Observations: Reading
the Google Tea Leaves— How are Printers Faring?”).
What a difference three plus years makes - Google Trends is not the right tool these days, at least for looking at Little Printer viral attention |
For a refresher, Google Trends reports,
over time going back a number of years, the number of Google searches on
specific terms and the number of news story references. Well, in addition to
finding that those long ago trends were still heading in the same direction
(that’s a whole other story, but see teaser graphic below), I found that
just these interest indices do not really tell the story like they once did.
The number of news stories on “Little Printer” is quite low, actually, but with the “democratization” of journalism,
much of which has taken place over the three-and-a-half years since my “Tea
Leaves” column, that number may not be nearly as important a metric as our
social media references.
Background on Berg and The Little
Printer Video
The friendly if overwhelmed staff at
Berg finally offered up a few clues to their success, even if they could not
help on the quantification I have undertaken above. (I hope they read this!)
Denise Wilton, the company’s creative director, recently responded, “With
respect to Twitter, I think we're lucky enough to be followed by people who
have their own large following on Twitter, and so when they re-tweet, links get
picked up by a large audience. I'm afraid I have no specific figures I can
share for this though.”
This tendency, of course, is the
essence of “viral,” at least where Twitter is concerned, and “viral” is most
often applied, at least in the vernacular of the day, to videos (maybe it’s the
alliteration), and Wilton added, “Perhaps the best thing for your article to is
look at the way the studio uses film. It's one of our main methods of
communicating the products that we make.” The blog post in question, “Sometimes the Stories
are the Science,” is written by Matt Jones, principal at Berg, and contains some great
references and rationale on what makes great videos, going back to Apple’s
legendary, and visionary, “Knowledge Navigator” of 20 years past and borrows
its title from one of my favorites minds, as well one of Jones’, writer/thinker
Oliver Sacks.
Lessons
As the blog post points out, as much
as things change, telling the whole story (the solution/content along with the
story) is what is compelling. Thus, printers are just printers unless they are
more, which seems obvious if not downright condescending. But combining output
with that device and other devices and showing how a printer can change and
improve the user’s day to day life, even in a small way, and that can include
adding in a little amusement to the daily routine. We can see the success of
this approach from the appeal of The Little Printer. Also lesson is to embrace
and not fight change—the video shows The Little Printer’s close integration
with the smartphone and its apps. The Little Printer is a complementary product,
not one that fights with the clear superiority of mobile viewing devices at
their best, but one that just makes the point that in some cases a little hard
copy neatly fits the bill.
And just as social media can boost the popularization of a product or concept at rocket speed, it can also induce a little backlash or alternative views. In searching the “Little Printer” tweets in preparation of this column, I enjoyed seeing just such an alternative, which just goes to show that success loves company.
And just as social media can boost the popularization of a product or concept at rocket speed, it can also induce a little backlash or alternative views. In searching the “Little Printer” tweets in preparation of this column, I enjoyed seeing just such an alternative, which just goes to show that success loves company.
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