Metaverse, Omniverse, diverse, averse, perverse? 

Tired of partygate, the SmallDataForum takes measure of the mess surrounding Meta, where user numbers declined for the first time ever, followed by a rather dramatic share price dip, and Peter Thiel announcing that he would be leaving the Facebook board “to pursue Trump agenda”.

Oh well.

However, news of Meta’s impending demise would be awfully premature, as Sam reminds us.

Meta’s Valentine’s share price.

For all our Schadenfreude at Meta losing several hundred billion (!) $$$ in market value – at present, their share price is down a cool 35% from the beginning of the year, suffering the ignominy to temporarily drop behind Nvidia on the list of largest US companies – the attention capitalist behemoths Alphabet, Amazon, and Meta now hold a share of 46% of global ad spend, as opposed to 33% pre-pandemic in figures released by the World Advertising Research Center (WARC).

And yes, that’s total as in everything, not just digital…

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Helping brands navigate the Scylla and Charybdis of digital and social media

In the latest in the occasional series of Small Data Forum podcast interviews with industry mavens and thought leaders, SDF co-host Sam Knowles caught up with Christian Polman, UK MD of brand communications and publishing house Looping Group.

To this content and creative-driven role, Christian brings a consultant’s mindset (with years at Bain and an MBA) as well as digital marketing smarts (from Digitas and Google) and marketing analytics expertise (his role before Looping was with Ebiquity).

Christian Polman of Looping Group chats with SDF podcast co-host, Sam Knowles

Sam starts by asking Christian where the smart money is going in digital marketing.

Christian’s view is that digital marketing must rest on the twin levers of marketing optimisation and effectiveness, and that on this foundation brands need to build holistic customer experience. We are going through a period of renaissance, currently, for both research AND creativity and content.

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From metaverse to pyroverse. Caution: this episode contains strong language

Recorded just a week after Facebook’s rebranding announcement, this latest episode of the SmallDataForum podcast is less about “Greeks bearing gifts”, and more about the Greek and other connotations of Meta, the new company brand bringing together all of Facebook’s apps and technologies for the leap into the metaverse – although this wouldn’t be the first time Facebook’s commercial strategy is being likened to a Trojan Horse.

In keeping with the Classic Greek theme, and the various meanings of meta – some of which appeared to have been overlooked by the rebranding strategists, such as the word meaning death in Hebrew – I share my thoughts on Facebook’s After/Underworld cast, with Mark Zuckerberg as Hades, Nick Clegg as Cerberus, and Sheryl Sandberg – well I’m undecided between Hecate and Persephone. Much to the amusement of classicist Sam, whose knowledge of the Odyssey and the Book of the Dead is a lot more profound, than mine.

Mark Zuckerberg as the Sorcerer’s Apprentice, courtesy of Johann Wolfgang von Goethe, Walt Disney, and Ingram Pinn in the Financial Times

For Sam, this is less about mythology, and more about good old crookery: a classic misdirection strategy by “pound shop table magician” Mark Zuckerberg to make Facebook’s manifold legacy problems disappear down the magician’s hat. Kevin Roose at the New York Times calls it Mark Zuckerberg’s Escape Hatch, to rebrand himself as “above-it-all-futurist … a visionary technologist rather than a destroyer of democracy.”

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