Profile

Cover photo
Ryan Skinner
Works at Forrester Research
Attended Duke University
Lives in London
151 followers|7,411 views
AboutPostsPhotosYouTube+1's

Stream

Ryan Skinner

Shared publicly  - 
 
Pundits’ take that Facebook has “solved” mobile advertising after its home run last week hid a bigger, behind-the-scenes story:
We’re finally seeing branding and direct response marketing merge in a meaningful and measurable way; Facebook is just one place where it’s happening most demonstrably.
Pundits’ take that Facebook has “solved” mobile advertising after its home run last week hid a bigger, behind-the-scenes story:
3
1
Doug Kessler's profile photo
Add a comment...

Ryan Skinner

Shared publicly  - 
 
You've got one week left to enter the Forrester Groundswell Awards! Read our tips on how to win: http://ow.ly/tS5gi 
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
Barbie's decision to go first-person is - um - ballsy (I think).
http://www.barbiecollector.com/news/barbie-swimsuit-barbie-oped#.UwOEsZbcPrQ.twitter
Barbie talks about posing in the 50th anniversary "Legends" issue of the Sports Illustrated Swimsuit Issue. Get the scoop from Barbie, in her own words!
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
The lengths that copywriters, journalists and bloggers will go to for clicks has gone from mildly absurd to nausea-inducing. I am developing a skill I call "Clickdar" - a radar for click-hunting posts. As in: "When I saw that headline full of demonstrative pronouns in my twitter feed, my clickdar went crazy; not only did I not click, I unfollowed that person."

Things that make my clickdar ping:
- Demonstrative pronoun headlines ("This thing will make you think that, unless you've got some of those")
- Most blog posts from marketing technology vendors (let's be honest here: 99%)
- Any headline referring to a recent event, unless I can clearly see it was written by someone whose opinion I actually value
- Gushing emotional plays from strangers ("(You don't know me but) here's my deepest darkest secret/shame/joy/etc.")
- Any headline featuring animals or foods (and particularly animal foods like bacon)
- Any headline about the weather (I go to the weather for that. Duh.)
- Any headline with a superlative in it (biggest, most important, darkest, weirdest, etc.)
- Any headline featuring a rhetorical question
- Any headline that tells me I need to read this, or won't believe it (or both)

I would like to turn this clickdar into an algorithm that filters all of my social channels, which would - by my count - cut the number of updates I need to see from 60 million a second to approximately 7 per day. Manageable.
1
Add a comment...

Ryan Skinner

Shared publicly  - 
Even if you're the kind of marketer who doesn't 'do content marketing', you should still measure effectiveness of content
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
Stephen Bateman poses one content-based question. Answer?
 
Why do brands need great content? Please add your line to this list and pass on to your circles. 

1. Its fundamental now that the buyer controls the buying process
2. It helps develop awareness, build trust, convince & convert 
21 comments on original post
1
Add a comment...
In his circles
83 people
Have him in circles
151 people
Barista Uno's profile photo
Harashaad Geldenhuys's profile photo
Jose Antonio Fernandez Flores's profile photo
Kamala Heiple's profile photo
Emma Sara's profile photo
Robert Gaffney's profile photo
Jon Wuebben's profile photo
Jim Best's profile photo
ROBERT HESS's profile photo

Ryan Skinner

Shared publicly  - 
 
Two weeks ago I said that the $3 billion question for native advertising was "will it work?" and concluded that existing answers had been too simplistic. I said I'd offer a more nuanced, multifaceted analysis. Here's that....
[Recently, I wrote that overly optimistic or pessimistic predictions of native advertising’s future were the result of vast (and naïve) assumptions.
1
1
Doug Kessler's profile photo
 
Great analysis.

As with so many things, "It depends" is the right answer. But you've identified the key things native advertising's success depends ON.


Add a comment...

Ryan Skinner

Shared publicly  - 
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
Native advertising's $3 billion question
Predictions about native advertising’s medium-term impact are both short-sighted and simplistic.
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
Measurement is meaning. (Or, flinging our efforts at work against reality) https://medium.com/p/481d104ac892
Flinging our efforts at work against reality
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
Will native advertising become a tragedy of the commons (where each advertiser rationally follows his best interest, thus spoiling a shared good: reader trust)? My 2 cents: http://blogs.forrester.com/ryan_skinner/14-01-06-will_native_advertising_be_a_tragedy_of_the_commons
One thing can be said definitively about native advertising: It is poorly understood. It’s advertising, but shouldn’t act like it (even though it should definitely be labeled as such).
1
Add a comment...

Ryan Skinner

Shared publicly  - 
 
My 2014 content marketing prediction: among other things, we'll see T-shaped and π-shaped marketers evolve into +-shaped marketers (picture it), to the benefit of all. http://www.theguardian.com/media-network/media-network-blog/2013/dec/10/experts-digital-content-trends-2014
Greater investment in content marketing and stronger customer journey metrics are just some of the predictions from our panel of experts on key digital content trends for 2014
2
1
Jeremy Dearringer's profile photo
Add a comment...
People
In his circles
83 people
Have him in circles
151 people
Barista Uno's profile photo
Harashaad Geldenhuys's profile photo
Jose Antonio Fernandez Flores's profile photo
Kamala Heiple's profile photo
Emma Sara's profile photo
Robert Gaffney's profile photo
Jon Wuebben's profile photo
Jim Best's profile photo
ROBERT HESS's profile photo
Work
Occupation
Content & Marketing
Skills
Too many to mention
Employment
  • Forrester Research
    Senior Analyst, 2013 - present
  • Velocity Partners
    Account Director, 2011 - 2014
  • Say PR & Communications
    Public relations, 2006 - 2011
  • Gazette
    1998 - 2004
  • Oslo Teknopol
    2004 - 2006
  • Georgia-Pacific
    1996 - 1996
  • Duke University
    1993 - 1996
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
London
Previously
Oslo - Atlanta - Durham - Manchester - Portland
Links
Other profiles
Contributor to
Story
Tagline
This is where I'm supposed to say something really meta, right?
Introduction
Coded my first blog in 2000. Basic HTML in frames, with lots of opinions. Then did a professional industry blog called shipcrunch.com. Explored the bleeding edge of B2B marketing at Velocity Partners. Then joined Forrester to study content full-time.
Bragging rights
Read Henrik Ibsen and Knut Hamsun, in Norwegian. Played around in NY Times boardroom once. Played the fool in King Lear. Once caught 4 trout on one line. Crossed over 200 miles of mountains in two weeks.
Education
  • Duke University
  • Victoria University of Manchester
  • University of Oslo
  • Alan C. Pope High School
Basic Information
Gender
Male
Other names
rskin11
Ryan Skinner's +1's are the things they like, agree with, or want to recommend.
How Sports Illustrated Got Ahead of the Tablet Publishing Competition [V...
feeds.mashable.com

One of the first publications to format for the iPad, Sports Illustrated has continued to successfully adapt its pages to tablet technology,

TechCrunch | Mike Daisey Says His Show Is “True” Even If It’s Not True
feedproxy.google.com

The episode and transcript of the This American Life episode retracting Mike Daisey's piece about Apple and Foxconn are now live. If this is

Cookies: Tackling the e-Privacy Directive
blog.magus.co.uk

Changes to the e-Privacy Directive are now imminent. And they affect anyone who provides web services to users in the EU region. Are you rea

Sub-compact media: Rethinking the way we publish online
gigaom.com

Many publishers seem to assume that the best way to publish their content online is to try and recreate the look and feel of the printed pro

Conversation Agent: The Problem with Blogging
www.conversationagent.com

The problem with blogging Is that it needs work. Just when it was becoming useful as a form of thinking out loud, of carrying out conversati

Five Challenges Facing Marketing - David Aaker - Harvard Business Review
feeds.harvardbusiness.org

Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and mor

Velocity B2B
plus.google.com

B2B content marketing with added velocity

Velocity
plus.google.com

The B2B Content Marketing Agency

Independent Assessment of Tolly Group Report | Simon Bramfitt
blog.simonbramfitt.com

Simon Bramfitt Desktop virtualization and Application Delivery. Home. About Me; About this blog; Privacy Policy. Application Delivery; Cloud