Daily Archives: June 7, 2011

Social Media ——————–Made Creative

The biggest news in the world of social media over the last few weeks has been the IPO of LinkedIn, the upcoming Groupon IPO, and one Wiener. And, of course, underpinning all of this has been the simple question of whether the valuations these companies are receiving mean that we are in a bubble.

I’m in no way qualified to answer that (though I tend to agree with the analysis by multi-media consultancy Broadsight that all of this activity suggest that we definitely are in a bubble), what I can say is that nearly all of these companies rely on marketing, if not direct advertising dollars, for their business models.

This worries me because at present all of them seem to be enabling, if not actively encouraging, incredibly uncreative communication strategies. As a colleague of mine, who had his doubts about social, once said to me, “Are there any great social marketing campaigns that don’t rely on bribing the user”. And, when you think about it, there aren’t that many.

Groupon is built on bribing, or buying, your customer’s attention (with all the dangers that brings of investing in acquisition with absolutely no guarantee of retention), whilst many other ‘famous’ campaigns are built on similar models: vouchers, competitions, etc…

If Facebook, Twitter and the like really want to meet their valuations they need to win TV budgets, and that means that agencies and marketers need to get much better at using social platforms and technologies to build lasting relationships with consumers, without resorting to financial rewards, and start creating truly innovative strategies.

So, rather than just rant about this, I thought it would be useful to give examples of brands that are doing exactly that, in the (almost certainly vein) hope that this might encourage others to do the same.

5 Examples Of Excellent Social Media Campaigns

1. Intel – Museum of Me

This was the campaign that made me decide to write this post. A stunningly simple mechanic (pulling data from people’s social graphs using Facebook’s API is hardly original).

But done in a truly beautiful way, that actually made me stop what I was doing and give my full attention to what was unfolding in front of me. And, in doing all of this, it subtly, but very definitely, hammers home the overarching brand message. This should win awards. Lots of them.  My seven year old son even thought this was cool. It is truly worth the trip if you live here in the Bay area.

2. First Direct – Live

Marketers often dismiss social, saying that it only works for cool brands, ones where people will want to get involved. So it would be impossible to use it for, say, a bank, right? Well, First Direct, to highlight the fact that unlike most other UK banks, were trusted by their customers, used social technology to surface consumer opinion, and then published it, on their own site, and broadcast it, in offline marketing. Again, an old tricks (it’s what movie studios have always done) but given an innovative twist, that won awards, and hit business targets.

3. Heineken – Star Player

Sponsoring major sporting events is an expensive business, yet so many brands go no further than slapping their logos on the bilboards and the ads around the games. Heineken went one better, and created an app that not only appeals to the target audience (football/soccer fans), but is truly engaging and, creates and facilitates live conversations.

4. Metropolitan Police – Choose A Different Ending

If you can’t use social for boring sectors, surely it can’t make a serious point? Well, the (London) Metropolitan Police proved otherwise with this interactive video narrative that allows youngsters to see the dangers of carrying a knife through a ‘choose your own adventure’ style YouTube platform. Gripping, engaging and perfect for the target audience. Truly creative, and true social work.

5. Burberry – Art Of The Trench

Another industry that has, for the most part, steered clear of social, and indeed digital in general, is the luxury sector. But fashion brand Burberry decided to grasp it with both hands, and the result was the highly successful Art Of The Trench, which has been followed with the world’s first 3D livecast of a catwalk show, with real-time Facebook & Twitter commenting.

It actually took me a while to come up with these, as so many, admittedly creative uses of social, rely on giving something physical back to consumers, whether in the forms of discounts or competition prizes.

So, help me out. Help me prove my colleague wrong. Help us prove that social media can be used creatively, without recourse to competitions, vouchers and give-aways, by giving your own examples in the comments.

* Heineken & First Direct are both Mindshare clients, though Mindshare was not involved in the creation of the Star Player app. I have tried to use non-US examples on purpose, to prove that great work does exist outside of America.


Apple adds Twitter to i0S5.

It is really interesting that Apple has built Twitter into int’s iOS 5. Apple customer’s have said that they love Twitter. I am sure many of those users like Facebook as well. Why not add Facebook into the iOS 5?

Article By: Jennifer Van Grove

Jack Dorsey may have trouble defining Twitter, the information network he helped to create, but Apple seems less confused.

The highly valued technology company has built Twitter into iOS 5, essentially making it the default social graph and social network on Apple’s iPhone, iPod Touch and iPad.

“We hear from a lot of our customers on iPhone, and iPad and iPod Touch that they love Twitter, so we want to make it even easier for all of our customers to use Twitter on iOS products,” Apple’s Scott Forstall said during the WWDC 2011 keynote.

When iOS 5 is released this fall, device users will able to sign in to their Twitter accounts once and then tweet with a single tap from Apple’s applications — Camera, Photos, Safari, Contacts, YouTube and Maps — and third-party applications that support the single sign-on capability.


Twitter: The Social Network On iOS Devices


Apple launched a music social network in iTunes called Ping in September. At launch, Ping had Facebook integration, but a disagreement between the two companies resulted in Facebook integration being removed, much to the detriment of Ping’s success.

But Apple’s complicated relationship history with Facebook paved the way for its new intimate romance with Twitter.

Facebook is in no way integrated in iOS 5, nor is its familiar blue logo anywh

ere to be found in Apple’s promotional materials. Twitter, by contrast, is everywhere. It will soon be the social layer of iOS, enabling users to turn individual actions such as snapping a photo or reading an article into instant social activities.

“Building Twitter into iOS 5 truly creates the easiest way to share everything

that’s happening in your world. Take a picture, tap ‘Tweet,’ ” Dorsey said of the news. “Tweeting has never been simpler.”

The implications are vast. Twitter will essentially become the default social network for iOS users. It’s as if Apple reached down in a God-like fashion, grabbed Twitter with its almighty hand and lifted it up to the social networking heavens.

Facebook’s social graph may reign supreme today — many consider Facebo

 

ok to own the social graph — but Apple will play a huge role in equalizing the playing field.

Look no further than the Contacts integration as proof. iOS users who perform the single sign-on with Twitter can automatically have their contact records updated with the Twitter avatars and usernames of their Twitter friends.

“Want to mention or @reply to a friend? Contacts applies your friends’ Twitter usernames and profile pictures. So you can start typing a name and iOS 5 does the rest,” Apple explains. “You can even add a location to any t

weet, no matter which app you’re tweeting from.”

If you want your iPhone, iPod Touch or iPad to become an instantly social device, use Twitter, so sayeth the almighty Apple. Never before has Twitter’s value proposition sounded so simple.


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