Engine Company 1 is Now Full Strength

March 30, 2009

S.F. ad agencies to join forcesFROM THE PRESS RELEASE

“Award-winning shops BuderEngel and the agency formerly known as Grant, Scott & Hurley have joined forces to form Engine Company 1, housed in the historic San Francisco firehouse (and former Howard Gossage digs) at 451 Pacific Avenue.

“We have complementary strengths, so it makes perfect sense for our current clients, and for future clients looking for an innovative, strategically superior agency that offers a broad range of services,” said Wayne Buder, Managing Director at Engine Company 1.

For more information, see the March 28th article in the San Francisco Chronicle.


How Many Friends On Facebook?

March 10, 2009

1233850636_wallpaper-brainHow many connections do you have on Facebook or LinkedIn?

How many do you actually keep up with?  Five?  Ten?

It may not be your time management skills that prevent you from keeping up with more of your connections. It may be your brain.

A recent article in The Economist examined the number of meaningful interactions / relationships that an individual can have on a social networking sites based on our brain’s ability to maintain relationships.

A digest version of the article is below.  What is perhaps most interesting is how each click or keystroke on a social networking site can be aggregated and examined to deliver a larger understanding of how people interact.

The real value of Facebook or LinkedIn may not be in the audience they  deliver to advertisers, but in the insights they provide regarding that audience.  Could social networking sites become the next focus group?

“Several years ago, … Robin Dunbar, an anthropologist … concluded that the cognitive power of the brain limits the size of the social network that an individual of any given species can develop. Extrapolating from the brain sizes and social networks of apes, Dr Dunbar suggested that the size of the human brain allows stable networks of about 148. Rounded to 150, this has become famous as “the Dunbar number”.

The rise of online social networks, with their troves of data, might shed some light on these matters. So The Economist asked Cameron Marlow, the “in-house sociologist” at Facebook, to crunch some numbers. Dr Marlow found that the average number of “friends” in a Facebook network is 120, consistent with Dr Dunbar’s hypothesis, and that women tend to have somewhat more than men. But the range is large, and some people have networks numbering more than 500, so the hypothesis cannot yet be regarded as proven.

What also struck Dr Marlow, however, was that the number of people on an individual’s friend list with whom he (or she) frequently interacts is remarkably small and stable. The more “active” or intimate the interaction, the smaller and more stable the group.

Thus an average man—one with 120 friends—generally responds to the postings of only seven of those friends by leaving comments on the posting individual’s photos, status messages or “wall”. An average woman is slightly more sociable, responding to ten. When it comes to two-way communication such as e-mails or chats, the average man interacts with only four people and the average woman with six. Among those Facebook users with 500 friends, these numbers are somewhat higher, but not hugely so. Men leave comments for 17 friends, women for 26. Men communicate with ten, women with 16.

What mainly goes up, therefore, is not the core network but the number of casual contacts that people track more passively. This corroborates Dr Marsden’s ideas about core networks, since even those Facebook users with the most friends communicate only with a relatively small number of them.

Put differently, people who are members of online social networks are not so much “networking” as they are “broadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle,” says Lee Rainie, the director of the Pew Internet & American Life Project, a polling organisation. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever.”

the complete article is available here.


Top 10 Media and Marketing Books of All Time

March 10, 2009

The Book of GossageAppearing at number 8 in AdAge’s reader survey “Top 10 Media and Marketing Books of All Time” is none other than former Firehouse owner (and rumored ghost in residence) Howard Gossage.

If you haven’t read it, please do; it’s brilliant.  Let us mention that we don’t pretend to have any claim to Howard Gossage’s wonderful legacy; nor do we mean to exploit his good name.  We moved in becasue we liked the building, and thought it somehow wrong that a creative landmark was being occupied by an insurance company.