Everyone loves bacon, ’nuff said.
Everyone loves bacon, ’nuff said.
Marketing your animated movie with knitting patterns? I have to learn knitting and make one of these for my newborn son. As long as he doesn’t end up in a creepy parallel universe like poor Coraline.
I’m a big fan of Lego adaptations. Above you see Obamas inauguration according to Legoland. It’s impressive and all that, yes, but I prefer the personal style of this junior high kid:
The winners of Sony Ericsson’s Photo Battle contest have now been found.
The Photo Battle was part of Sony Ericsson’s launch of their newest camera phone C905 equipped with 8,1 megapixels. Yesterday, they celebrated the launch by throwing the nicest party for 800 people at Skater Parken with Outlandish, White Pony – and Suspekt bringing the crowd to a boil! It was one of the best parties in a long time, I was there…
A new book, social media, awards and great case studies are on today’s menu. Let’s go back to the beginning.
Well, not so far back, let’s skip a couple of years:
Since 2004, Charlene Li and Josh Bernoff, two analysts on social media from the international research company Forrester, have been bus. Since 2004 the’ve been posting about social media and technology from a marketing perspective on the blog Groundswell. This year they’ve written a book, which I have just ordered on amazon today.
Charlene and Josh are also handing out seven Groundswell Awards, rewarding excellent and effective use of social technologies to advance an organizational or corporate goal. And the categories are:
” LISTENING. Find out what customers are really saying in order to understand them better.
TALKING. Spread messages about a company.
ENERGIZING. Get a company’s best customers to evangelize its products.
SUPPORTING. Help customers support each other to solve each other’s problems.
EMBRACING. Integrate customers into the way a business works, including using their help to design products and improve processes.
MANAGING. Empower employees and managers within an organization.
SOCIAL IMPACT. Improve society with non-commercial applications. “
You can have a look at the nominees and winners here, but I’d like to present to of the winning cases here, Namely the winners of the first two categories.
The LISTENING is all about consumer insight. How do we listen to them to understand them better? The winner was Mattel’s The Playground Community by Communispace.
Mattel and Communispace created a private online community of 500 moms with kids aged 3—10 in June 2007, in order to help them listen to and gain insight into the lives and needs of moms to help drive growth and innovation. On August 2, Mattel had to recall 1 million chinese-made toys painted with lead-based paint, and less than two weeks later, on August 14, Mattel recalled 18 million products that contained strong magnets that may detach and cause serious damage when ingested.
What did Mattel do? During this crisis they turned to their Playground Community, who gave them the information they needed to develop relevant and meaningful messages for the market, in some periods having daily contact with their community-moms.
Charlene Li and Josh Bernoff explain their award choise:
“Despite several worldwide product recalls in 2007, Mattel reported fourth quarter 2007 sales had increased 6% over last year. […] Mattel’s listening strategy helped it to weather a difficult period and further solidified its relationship with moms as a brand that cares deeply about children and their families”
As marketing professionals we often try to come up with brilliant and engaging ways of spreading the message about our company and product, moving towards greater emphasis on below the line promotion.
A month ago I wrote a blog post about the challenges of promoting generic low-involvement products such as personal banking. The winner of the TALKING award is The Common Wealth Credit Union. A bank deeply rooted in Northern Alberta. Click at the picture below and take a look at this brilliant video. It’s 8 minutes long but it gives a genuine insight into the case, portraying how they suceeded in growing the number of new account openings by 960% among 19-25 year olds compared to the same period a year prior:
This is social media marketing at its best. Really. Most importantly, it’s created extensive positive media coverage. I wonder if it would work in the banking industry in Denmark. Could we communicate this way to 19-25 year-olds about banking?
I, for one, would like to congratulate The Common Wealth Credit Union on their alternative yet solid work. Larissa, last year’s winner, got a nine-month contract. Now, Young & Free Alberta have just found next years spokesperson. Congratulation, Myles!
Average time spent on Obama’s YouTube is 13,3 minutes – yes minutes not sec’s!
Let me just share this with you and I’ll get back soon with the rest of the stuff from the presentation ‘The Obama Moment’ – it’s really interesting how new media has played an enormous role in firstly beating Hillary and now probably bringing Barack into the President Chair! (Latest poll: Obama 60%, McCain 40%)
For the fourth time New Media Days will kick-off on Wednesday next week. I will be following the tracks and blog from the venue. I’m especially looking forward to the presentations of Tyler Brûlé (UK), Founder and Editor-in-Chief, Monocle giving his view on the current state of media and Ben Hammersley (UK) Associate Editor, Wired Magazine giving a talk about tomorrows trends beyond web 2.0. I’d really like to see what web 3.0 looks like if web 2.0 is already sooooo last season!
On Thursday I will look into the presentation with the catchy phrase: ‘The Obama Moment – How New Media Changed Politics’. Peter Leyden (US), Head of Next Agenda Project will be focusing on Barack Obama’s political campaign and how it has led to a new kind of politics: from top-down to bottom-up, and shifts in the use of media – from old broadcast media to new social media.
I’ll leave you with a very good example: Obama Girl. Obama’s fan number one (Obama’s official campaign office claims no share in this)! It’s a viral music video campaign born on the internet and watched by millions. Enjoy the lip-singing beauty in ‘I got a crush on Obama:
And this one less relevant – almost historical in: ‘Hillary, stop the attacks… love Obama Girl’:
Ok. Imagine you’re a band. And not a tiny amateur band. You’ve released 6 albums, of which two have been voted to be among Britains alltime 10 best albums. You’ve sold a stunning 36.000.000 (36 million!) records, and now you’re about to release your 7th album. But you’re not top of the pops any longer. Not the king of hipsters. So what do you do to create some buzz about your new record?
Well, for starters, you… Hmmm, what do you actually do? Let’s see what Noel and Liam Gallagher of Oasis did:
Me, I was once immensely fond of oasis. When I was 14 I even brought pictures of the band to my hair dresser. Today, 14 years later, I still have a thing for their first two albums. But the 4 last ones were terrible, so maybe they were right in letting street musicians play their unreleased album in subways and on street corners. It probably couldn’t get worse than the original, anyway, says this old, angry man.
Seems as if there’s a nike+ craze on digitalvinyl.dk. Baek’s running, I’m writing. What a perfect division of labour.
But I’m not only writing, I’m also counting. Or at least, looking at at numbers. Through Google Insight you can get an overall impression of changes in popularity of all kinds of search words, both worldwide and in specific countries. So has Nike’s Human Race affected people’s online interest in Nike?
The answer is: Definately. The last month there has been a significant rise in the number of searches on “Nike”. Actually, “Nike” has hit the highest number of searches worldwide since their launch of Nike+ in may 2006.
In the same way, the use of the searchword “Nikeplus” exploded at the launch in may 2006, then fell dramatically. The last two months the numbers have skyrocketed again, culminating this weekend, simultaneously with the wolrdwide Nike+ Human Race.
If Bernard Manirakiza of Austin, Texas on the picture above has googled Nike, Nike+ or The Human Race lately, I don’t know. But its for certain that lots of others have been googl’ing… and running.
I recently came across a site called ADDICT-O-MATIC: inhale the web.Write the name of e.g. a company such as Sony Ericsson, then the service aggregates all the different sites where Sony Ericsson is named recently.
It offers an instant overview of the latest buzz on any given topic from sites such as YouTube, Digg, Google Blog, Flickr etc.
Check it out on: www.addictomatic.com