After much effort and emphatic handwaving, Betterpress no longer lives exclusively in the world of whiteboards, mockups and conjecture. We’ve launched our first feed, this one focused on the San Diego craft beer industry. The first fifteen breweries in San Diego are uploading content to our platform, and the San Diego Brewers Guild is publishing that content on their calendar and promoting it on social media. As soon as everyone is pleased that things work as expected, we hope to roll this out to all 120 local breweries and build a big audience of craft beer fans. And when that works, we’ll do it a thousand more times.
So, we’re finally at the starting line. Here’s some reflection:
Where do we go from here? Betterpress is diving into nichey newsfeeds and event calendars. We want to make it easy for you to follow X, where X is something you really care about. Our first X is San Diego craft beer. Wish us well!
The 24 taps at San Diego’s Bottlecraft, named after its extensive selection of beer in bottles.
A century ago, Atlanta was different from Philadelphia was different from San Diego. But as successful corporations extended their reach, American consumers began shopping at the same stores, eating the same food, watching the same movies, and pretty much doing the same things. As businesses grew in scale, they bought the competition out or drove them under, and started stamping out chicken nuggets, front fenders, and housing developments. Meanwhile, technology was connecting everyone with radio, televisions, and computers. It was the American way, and it worked well.
But it came at a cost, and I’ve always regretted the homogenization of our culture. Road-trips lost some of their adventure. Everyone drank the same bourbon. Differences still existed, but they’re weren’t very dramatic — mostly weather, sports teams, and support for gay marriage.
This New Yorker article makes me happy. In its first paragraph, we learn:
Someone once said:
Walmart was once a small, family-run business too. Then they got their shit together.
It’s popular to hate on Walmart, but that’s not my intent. The company was founded with a single Arkansas store in 1962 and grew explosively. They realized that “paying the lowest price” is very important to many consumers, and a sure way to reduce unit costs is to scale up. So Walmart scaled up. Their business is a reflection of the price-conscious American consumer — as that segment has changed to value things like organic foods and renewable energy, Walmart has responded. Price-conscious American consumers aren’t going away, and neither is Walmart. However, the New Yorker article observes that not everything scales:
True differentiation will not and cannot work everywhere. We’re not likely to see hand-crafted 747s anytime soon, or friendly neighborhood oil refineries. The advantages of scale are too overwhelming. The true-differentiation strategy seems to work best when scale, despite its efficiencies, also introduces blind spots in areas such as customer service, flavor, curation, or other intangibles not entirely consistent with mass production and standardization. Where getting big begins to hurt the product, small can be bountiful.
In those places where scale confers no advantage, we see the rise of the small. If Anheuser-Busch InBev can’t produce a hoppy IPA and distribute it to San Diego, you’ll find 100 local breweries who do.
As this is catching on across the nation, road trips are getting more fun.
There are many fans of “San Diego beer”, but few people who want to subscribe to 100+ brewery newsletters or “Like” 100+ pages on Facebook. When we make it easy for you to get aggregated content (from breweries, ski resorts, museums, local restaurants, whatever), we think you’ll do it.
We’re staking the future of this company on this.
You’re on Facebook. If you’ve been there for a few years, you’ve probably seen a change in the content shown to you.
Let’s say you have few hundred friends and “like” 50 pages from your favorite restaurants, stores, bands, and authors. In your main newsfeed, available here, you don’t see everything these guys post. If you’re anything like me, you see updates from about 30 friends, posts from maybe 5 pages you “like”, and a bunch of tailored promotions.
Facebook has learned to guess which content will be most interesting to you, and that’s the only stuff they’ll show you in the newsfeed. Comment on one of my photos? You’re more likely to see my next photo. “Like” a post about California burritos? You’ll see another. Your friends commented on a post? You’re more likely to see that post. There are dozens of factors that Facebook considers in deciding what to show you — the newsfeed algorithm is part of the secret sauce that makes Facebook Facebook.
For users, there’s an important implication here: you won’t see what your friends and pages have posted unless you specifically visit their pages.
If you’re a business using Facebook to connect with potential customers, there’s a critical implication here: most people who people who “like” your page won’t see your stuff, unless you buy ads. Facebook has inserted The Algorithm into business’ relationship with potential customers, in a big way. A few years ago, most people who “liked” a page would see content from that page. Then this “organic reach” dropped to less than half. And presumably under the pressure that comes with being a public company with stockholders who like to see profits, Facebook kept tweaking The Algorithm to limit this organic reach.
Eight months ago, Ogilvy and Mather — sort of a big deal in the world of marketing — used the term “Facebook Zero” and had this to say about Facebook’s organic reach :
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.
In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October.
Assuming a 5% organic reach, if 20,000 people have explicitly told Facebook that they “Like” Emily’s T-Shirt Emporium, Emily will reach 1,000 of them with her next post. 19,000 of them will not see Emily’s post in their newsfeed.
If you were Emily, what would you do?
Here’s the chart without Stone Brewing Co. Click for a larger version:
Of those breweries that did maintain an Instagram account, half had fewer than 995 followers. That’s a very small retail audience for an industry that represented $782 million in revenues last year.