Planning for Participation « Planning in High Heels There are seven words that make my heart sink these days more than any others. No, they’re not “high heels are bad for you: fact”, or “there is no chocolate left for you”, but: “then people can upload their own versions”. Of course they can. But why on earth would they? The assumption-without careful consideration of motivation, incentive and user experience-that users are desperate to upload their own content is the new “let’s do a viral”. Yes, some great pieces of film are much parodied, painstakingly re-edited and lovingly mocked-the Downfall parodies series, for example, is a gift that just keeps on giving. There have been some excellent provocations recently about lazy (or over ambitious) participation. So, as ever when putting pen to…screen…I ask myself: what do I have to add? If our choices, then, are participation or irrelevance, then we had better, collectively, get better at designing for participation. 1. 2. 3. 4. 1. Is our objective depth or scale? 2. 3. 4. Like this:
IDEO: Five Companies That Mastered Social Media's Branding Potential | Co.Design This is the next piece in our PATTERNS series, written by IDEO. Read more from the series here. Social networks can breathe new life into old brands by enabling companies to build collaborative relationships with consumers like never before. Many firms struggle to answer that question. Here's how a few established companies, from Ford to CBS, have used new media to their advantage. Designing for social media 1. 3. Ford "Earned Cred" Online Detroit automakers didn't top anyone's "favorite brand" list during the recession. Tap in to existing communities, compliment, and contribute. Ford gave 100 indie "agents" a free Fiesta for publicly 'lifecasting' their experiences with the car. For $5 million, Ford achieved with social media what has traditionally cost auto marketers millions. TV Network's Turnaround A few years ago, CBS was known as a ? CBS built on fans? Genevieve first noticed the show in 2008 at the pop-culture conference Comic-Con. Best Buy has nearly 3,000 active employees tweeting.
7 Top Journalists to Subscribe to on Facebook Facebook continues to emerge as an excellent tool for journalists, most recently with the addition of Facebook Subscribe. The feature is beneficial for many reporters and editors who are using the platform for sourcing stories, posting links to articles and connecting with audiences. Qu’Attendent Les Marques De Leurs Fans Sur Les Médias Sociaux Combien vaut le fan d’une marque? C’est une question sur laquelle se penchent depuis un moment certains professionnels des médias sociaux. Des études suggèrent que nombre d’entre eux s’éloignent de la recherche d’un chiffre. Selon une enquête de juillet 2010 réalisée par Millward Brown et Dynamic Logic auprès de professionnels des médias sociaux, les aspects les plus importants des fans d’une marque sur les médias sociaux dépassent la valeur monétaire immédiate. En effet, les augmentations des dépenses sur la marque à court terme et à long terme figurent parmi les derniers résultats. Au sommet de la liste, la valeur d’un fan correspond à une source potentielle d’informations ainsi qu’à une augmentation de la fidélisation en général. Pourtant, ces éléments souples de mesure peuvent laisser ces professionnels dans le doute quant au ROI des médias sociaux. Moins d’un quart pensaient que le ROI était bon. Traduction : Emarketer Tags: Médias sociaux, réseaux sociaux Catégorie: Social Media
Technology and data are core to creativity at Coca-Cola Technology should be core to the creative process at The Coca-Cola Company and data will become increasingly integral in the marketing mix, according to its VP of global ad strategy and creative excellence, Jonathan Mildenhall. Discussing at the Cannes Lions International Festival of Creativity what Coca-Cola refers to as its “liquid and linked” marketing approach, Mildenhall said consumer-generated stories and the distribution of technology were among the key drivers of change at the company. “We can’t separate technology from the creative idea itself,” he said. Technology has brought greater consumer empowerment, which has driven an on-demand culture, he added. “Technology is a brilliant creator and enabler, and we need to integrate technologists into our core creative teams and develop stronger relationships directly with technology industry.” Mining data will also play an increasingly important part in the Coca-Cola marketing mix, according to Mildenhall.
La manière dont on s’exprime permet-elle de prédire le succès d’une relation La lecture de la semaine, il s’agit du compte-rendu que le site eScienceNews fait d’une étude portant sur le langage amoureux, une étude qui montre que la manière dont les couples se parlent permet de prédire le succès de la relation. Nous savons tous, commence le compte-rendu, que les gens ont tendance à attirer, à rencontrer et à épouser des gens qui leur ressemblent en termes de personnalité, de valeurs, et d’apparence physique. Néanmoins, ces paramètres ne reflètent qu’en surface le fonctionnement des relations humaines. Image : une composition Flickr autour du langage amoureux, justement, mais en image. “Les mots fonctions sont essentiellement sociaux et nécessitent pour être employés des compétences sociales, explique-t-il. Pennebaker et ses collègues ont observé que les styles de paroles et d’écriture que les couples adoptaient pendant leur conversation permettaient de prédire les suites éventuelles d’un rendez-vous amoureux et la réussite de relations à plus long terme.
Top 25 Most Useful Social Media Marketing Blog Posts of 2010 As we head into 2011, it’s best to take a look back at the top 25 social media marketing blog posts of 2010 and see what we can glean to help us in the new year. Social media is fascinating in that the way we utilize these sites, and the functionality of these sites, is always changing. Therefore, as social media marketers, we always need to be staying ahead of the curve of not only the latest changes in the world of social media, but also what the thought leaders are saying about social media marketing. The algorithm I used in calculating these top 25 posts is the same I used in my previous top blog posts of 2010 for Twitter, LinkedIn, and Facebook, and I have also added a few of my posts from 2010 where relevant. Happy reading!INFOGRAPHICS 55 Interesting Social Media Infographics by Yanuar Prisantoso [1,867] Why is it that we can never get enough infographics? The State of B2B Social Media Marketing by Alexander Hotz [1,610] Social media is one of the best business tools out there.
Dot Dot Dot: How games play people All the world’s a platform, and all the men and women merely apps. If life’s a game, I think we’re getting played. This week, Zynga, the maker of endless friendship-abusing timewasters, launched a host of new games and a new website, Project Z, which will let you find strangers to play with. At their core, Zynga’s strangely addictive games—FarmVille, Mafia Wars, Words With Friends, and so on—commodify your relationships, transmuting friends into objects which let you advance on a leaderboard of your so-called virtual life. Of course, Facebook already does much the same thing. Some people keep careful watch of others’ friend counts for deviations—and when it drops, they race to figure out who defriended whom. At a party this week, I heard a Zynga employee say her company was “pooping diamonds,” a colorful way of expressing its financial success. It makes me wonder if we’ll have any time left to play. So we count clicks, forgetting that more than clicks count.
The Future Of Display Advertising (It's Bigger Than You Think) Banner advertising (or display advertising) has a bad rap with consumers, but it's a driving force in the advertising community. For every person that claims to hate display advertising and for the millions of ad-blocking software downloads that happen annually, there's still a major and brisk business being done in the selling and placement of banner ads. Online advertising networks continue to grow, and many of the more premium sites (be they brand name portals or highly trafficked niche sites) command decent CPMs that are making brands happy and publishers wealthy. Will we move away from display advertising to another/better form of online advertising? It's not only the golden question when it comes to advertising, but something that both brands and publishers continue to grapple with. "The online display market could quickly become a $200 billion ad business -- if it gets its act together... With the opportunity comes the hurdles. Better technology. By Mitch Joel
The Interest Graph on Twitter is Alive: Studying Starbucks Top Followers « Brian Solis Brian Solis inShare1,306 Social media is maturing as are the people embracing its most engaging tools and networks. Perhaps most notably, is the maturation of relationships and how we are expanding our horizons when it comes to connecting to one another. This is the era of the interest graph – the expansion and contraction of social networks around common interests and events. While many companies are learning to listen to the conversations related to their brands and competitors, many are simply documenting activity and mentions as a reporting function and in some cases, as part of conversational workflow. We’re now looking beyond the social graph as we move into focused networks that share more than just a relationship. Bringing the Interest Graph to Life ReSearch.ly visualizes the interest graph, and also provides the ability to search within the search to sort activity by demographics and psychographics, sentiment, bio data, profession, and the list goes on. The Interest Graph 1. 1. 1. Conclusion