A collection of digital case studies which highlights how brands have been venturing in the space during 2012.
Brands showcased in the case studies include McDonalds, Mercedes Invisible car, Red Bull Stratos, Share a Coke, Nike Fuel Band, American Express Shop Small, Bodyform The Truth, TNT Push to add Drama, P&G The best Job and many more. Excellent Slideshare deck from @gregfromparis.
LinkedIn is further illustrating its platform as a place to connect with the most important customers – the global business elite.
A recent post by LinkedIn highlights results of the Global Business Elite survey which state that over a third of the world’s most influential and affluent people use LinkedIn at least once a month. It would be interesting to see these results from an independent source comparing other B2b networks of regional significance. Thanks @ivan2012 for sharing the link.
The Facebook investor roadshow has kicked off this week in New York, Boston and other major US cities in the lead up to its IPO date of May 18th. Facebook have launched a 30 min video to woo investors which includes some interesting insights into the background of the platforms’ product areas and future developments.
Although the video is targeted at investors, it is interesting to watch from a marketing perspective as Facebook explains its business model and how it has used its understanding of technology, people and what drives social movement on and offline to develop its key products. It also highlights its monetisation model and how it is willing to invest in areas that are more uncertain with mobile being a good example of this. Facebook intend to invest heavily in mobile as it’s critical to long term user engagement. Currently only sponsored stories are the only type of paid placement coming through on mobile. It’s always useful to have an understanding of a social platform’s monetisation model so worth a watch if you are a marketeer.
The roadshow has sparked mixed reviews about Facebook’s IPO. If you want to read more about it I found this blog post by Susan Etlinger of Altimeter quite interesting which talks about the 10 implications of a public Facebook.
Cybher is an annual one day event which brings together influential bloggers across tech, parenting, fashion, beauty, travel and lifestyle. Held in London on Saturday 12th May, the event is a mecca for women bloggers to network, share and inspire each other through a variety of workshops and talks.
The event has evolved from attracting last year’s parenting and lifestyle audience to be much more about empowering female bloggers across all interest areas, celebrating all aspects of women and blogging.
I am attending this conference to get inspiration and learnings for the development of my blog, learn about future developments in the industry from a bloggers’ perspective and to get to know more fellow bloggers and bounce a few ideas. Here are the highlights:
Cybher schedule – A packed schedule that kicks off at 9am. I’m looking forward to the blogger panel on ‘What’s the Future of Blogging?’, imagery and idea generation for bloggers on a mission to be, how to revamp your blog in under £50 and competitions and the law.
Speakers – A great line up of speakers including @PoppyD from WIWT.com– the outfit sharing social network and @Nixdminx, top parenting and lifestyle blogger and social media evangelist.
CybherUK Pinterest Collaboration Project – where conference attendees are collaboratively pinning their fave image inspirations under themed boards which Cybher stands for; Chic, Geek, Inspire and Cybher Style.
Will you be at Cybher? As you would expect, tickets are sold out but do follow the event on hashtag #Cybher and I will be live tweeting and blogging about the event. If you are coming along, make sure you say hello!
in 2010 Tippex surprised us all with its interactive video which went viral with over 19.5 million views to date. It has recently released its second video called Hunter and bear’s 2012 birthday party.
This time the bear and the hunter are friends and as they sit down to celebrate their 2012 Birthday a giant metorite plummets towards them. The only way to stop the metorite from destroying the party is to help rewrite the future by using Tippex to change the year. Have fun…
What do you think about the second video? Did you prefer the first one? What do you think Tippex should do for its third video to continue with bringing its videos to the next level?
Via #Blogchat, a weekly online event that shares blogging tips and inspiration over Twitter, I came across this infographic about Google+ for business. This was produced by BlueGlass for @Chrisbrogan.
One of the best and most logical ways of understanding how to leverage social networks like Google+ in a business context, is becoming familiar with the channels on a personal level. Currently most business use of Google+ has been for search purposes or success has been as much about the story around using Google+ as contributing towards business objectives. Have you seen any interesting examples of businesses on Google+?
I find GlobalWebIndex’s trends reports interesting. Below is a summary of the seven trends, most of which are not surprising. I find local nuances and cultural influences on social media fascinating so from my perspective the most interesting trends to look out for include trends one and two. It’s the understanding of the local cultural behaviour and social media usage profile that lend insight to the development of these trends which will help us to better predict movements in social.
Think local – there is increasing market fragmentation as growth markets such as China, Russia, Mexico, India and Brazil drive adoption of social media.
China versus everyone – China is an increasingly important market for brands, its increase in adoption of social media only propels this. Micro blogging channel, Sina Weibo which I have heard has been described as mostly a Twitter equivalent with a bit of Facebook mixed in, has twice as many active users than Twitter on a single market user base.
To mobile parity – Global WebIndex state that within the next five years, mobile activity will outstrip fixed PC usage in emerging markets
Death of Digital – this is about thinking beyond digital and moving away from thinking of channels such as TV, radio etc. as silos
Googopoly – think Google, Chrome, Google Maps, Android, Google+
Facebook the 100bn dollar question – as ever as always as
Social Branding, giving something back – as it becomes more the norm to engage with brands in two way dialogue, consumers are naturally expecting something back. Logic really as with any type of dialogue and relationship.
Polyvore, the five year old online fashion community has just reached 15 million unique monthly users and is the 6th largest source of original content for Pinterest. Polyvore is a website which empowers people to express their sense of style by allowing them to create collages of their favourite looks and inspirations. You can follow your favourite designers and people whose styles you like which then collates a personal ongoing fashion magazine designed by you.
Take a look at the video below where Polyvore co-founders Jess Lee and Pasha Sadri are interviewed by TechCrunch TV. Once again we see the power of collaboration as Polyvore talk about how part of their success has stemmed from collaborating with Pinterest. Two great examples of social media communities that have given rise to the consumer voice in fashion.
Do you use Polyvore or have a favourite online fashion community or app?
With the recent Facebook changes for brands behind us, copious conversations about the implications of the changes for brands and countless articles and videos absorbed, I’ve summed up one of the most interesting videos that I’ve stumbled across. A 30 minute breakout session by Paul Adams about what makes sticky content on Facebook.
Surprisingly we need to stop thinking about shareable content and think about talkable content. It’s the ability to understand human interaction on social media channels such as Facebook that will help brands to be able to join conversations in meaningful and sustainable ways. The video shares the highlights of some interesting research which I’ve summarised below for those short on time. To understand what makes talkable content we need to looks into why people talk, how to create conversation, who people talk to and what do they talk about.
The four main reasons why people talk
To make life easier e.g. omg my hair is so frizzy, what is the best conditioner to get rid of frizz?
To build relationships – it may not be about the content rather establishing common interest banter and communal laughter. This builds relationships incredibly quickly and incredibly powerfully therefore it’s all about how to fit into a conversation in a natural way
To help others by responding to questions asked
To craft identity – most forms of conversation are some sort of reputation management. Our identities are constantly refined by the conversations we have, our values, society culture, work colleagues and friends
Therefore the opportunity lies in creating content that makes people’s lives easier, builds social bonds, allows people to help each other and crafts identity.
How to create conversations?
Conversations are created through listening and responding. To achieve this you must scale the challenge, Adam Scott mentions it’s all about trusting in your staff, instilling a sense of responsibility and ensuring that they should understand the brand tone of voice and how to direct queries. This is where logic kicks in, it all comes down to content that encourages light weight interactions, specifically:
This is how people build relationships with friends and it’s the same with brands
Less is better – keep conversation natural. You don’t have to tell a story in one go, you can create non linear narratives i.e. multiple sequence posts
Therefore the focus lies in how thinking about how you might create content that encourages dialogue and light weight interactions?
Who do people talk to?
There are two key categories that people mainly talk among, these include:
We talk mostly to our strong ties such as friends and family – over a lifetime, people develop 4-6 independent groups of friends, typically less than 10 people in a group, with 80% of our conversations are to the same 4-5 people
Like minded people - we’re naturally connected and choose to talk to people like ourselves
Generally speaking what this means is that people in each social circle are similar to the person in the middle, meaning that people in the social circles are similar to each other. We could then make the assumption that people will like similar content and this is how content spreads naturally and organically.
The opportunity is therefore about creating content that can be shared among close friends and among people who share similar interests.
What do people talk about?
There are four things that people mainly talk about, the first two account for 70% of our conversations:
Personal experiences – recounting personal memories, relating to childhood memories, people and relationships
Other people – people talking about other people, this is mainly neutral and how social norms form – people learn how to or not to behave and what is appropriate
What is around us – people talk about interests rather than topics e.g. it might be more natural to talk about gigs rather than records
Feelings and not facts – strong emotions evoke conversations so think about emotions not facts
The opportunity is therefore looking at how to create content that helps people talk about personal experiences, other people, what is around us, feelings and not facts.
Content is key to our conversations – think about talkability, not sharability.
Why: Help people build relationships
How: Create light weight conversations – no more rich apps