#SpottheShuttle…Curating Original Content

News that reflects “Our Story”

NASA’s mission: NASA’s 747 Shuttle Carrier Aircraft (SCA)  space shuttle Enterprise

[Fly at a relatively low altitude over various parts of the New York City metropolitan area, near a variety of landmarks, including the Statue of Liberty and Intrepid. After the flyover is complete, the SCA will land at JFK] Source: NASA

Co-Creating the story with truly original content and  emotional connections

NASA asked #NYC to look up and #SpottheShuttle  snap a picture and then share their stories/photos with @cnnireports  and Flickr.

#SpottheShuttle is a great example of curating original content

Instagram, yFrog and Twitpic also have thousands of images and emotions being shared.

Why I Think The London #Olympics Will Be Different

Social Media and staying connected will transform “The” Olympic experience to “My” Olympic experience.

The Olympic Athletes’ Hub offers a hint at how social media will redefine the Olympic experience. The site was created by the International Olympic Committee and was designed to enable fans to effectively stay linked to social savvy athletes.   Within the hub, social media content is aggregated from the athletes’ Facebook and Twitter feeds. The site rewards active fans with select videos and prizes.

More than 1000 Olympians have signed on to the Olympic Athletes’ Hub

Mobile occasions and Olympic experiences must engage and connect…or…crickets and tumbleweeds

I have been thinking about London 2012 for some time.  The city of London, the International Olympic Committee, and brands have tackled many of the challenges for what proves to be a very social and very mobile Olympics.  Still, so much will change by enabling fans and their role in these Olympic Games.

The 2012 Olympics must be thought of as more than a lead generation opportunity.   Brands have a new position and a responsibility, not only creating a true extension of the brand within the experience, but also enabling people-to-people.

I am encouraging them to stay very experience-focused, social and to establish an offering that is driven by the level of data that can also be extracted / put-into-play from the experience.

Today, sports fans are emotionally energized and connected.  The term “spectator” no longer applies.    Participating through sharing personal excitement, critiques and of course, suggestions, enables fans to be a real part of the experience.

Mobile…The physical experience ….the digital experience

I believe that a brand’s true Olympic role is to offer service, resources and to be an enabler of everything (i.e. experiences, people-to-people, connections etc.).

During the games, visitors will be looking for a great deal of “other” Olympic moments, activities, and experiences to discover.  For these folks, mobile will become a life-tool, enabling an ideal London Olympic experience and the ability to share it all.   Result: Original content for those who could not be there.

Source: TNS Mobile Life |Use of mobile for social networking within emerging Asia

Consider the needs of fans outside of London.  For instance, followers in Asia will be looking for real content in real-time and will likely follow the games via a mobile device.  Given the global adoption of social media, and anticipated levels of interaction, the ability to include original content and experiences from those with similar interests will create truly unique and far more emotional connections to fans experiencing the games from abroad.

…this is people-to-people!

MINI… what it means to be a true ambassador of London during the games. Offering a bit of enjoyment to the athletes.

Teen Girls Love To Discover, Collect and Share

Teen Girls are defining who they are…by what they collect and share.

Discovering and sharing online is turning into new social occasions for young Millennials and inspiring a sense of connectedness. Today young “Millennial” girls are not interested in watching TV content on a large screen.  They prefer a more modern device, a tablet, smartphone and if completely necessary, a PC. To these girls even Facebook is a bit, well…old fashioned.

Discover and Share

Passion and Interest

Hopes and Dreams

Emotional connections within content hubs are very strong, and teen girls are very emotional.  The ability to share their excitement for what they love often defines who they are.

Of course every girl wants to be unique, so collections are likely to suggest a great deal of original content.  Discovering the next trend is a sense of self expression, and yes, quietly boosts self-esteem for girls.

Avid Curators

Being a teenager encourages independence. These young Millennials are learning to trust their decisions and sometimes just trying to figure out who they are.  Perhaps being avid curators helps them to make sense of it all.  Now, imagine if brands could capture and expand on this excitement while exploring collaborative prototyping.

Involving young Millennials in the creative process, could have an enormous effect on what may, just be…next.

Source: TechCrunch and The 2012 mobileYouth report

More:

Emotion, Expression and Experiences

What Social Media Should Be…Collaborative

Metwit Adds the Power of Instagram!

Everyone loves Metwit, Everyone loves Instagram, and Everywhere you go, you always take the weather with you[Crowded House]

The perfect Storm!

Team Metwit has been working non-stop to create the ideal environment for Metwitters as they discover and share the fun,  and the fury of weather.

Adding Instagram to Metwit was the perfect next step!  The ability to immediately view images of weather related content, brings another layer of understanding, emotional connection, and easy translation to this very global weather resource.

La differenza è che qui si hanno a disposizione migliaia di amici!

Adding images  was a natural first step in what is certain to be many updates to Metwit.  The team is committed to offering tools that will make it easy for like-minded outdoor enthusiasts to connect. The photographs also offer a real-time window and “original” view of the places we love.

Curious to see what sunset was like in Denmark today?

Forecast?  These smart developers have applied a collective approach to innovation and love the idea of co-creation. Future updates are likely to be influenced by Metwit users and outdoor enthusiasts to meet their very specific needs.

Outlook… through crowd-sourced design challenges, the creative look of Metwit is expected to continue to transform and change just like the weather.

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Super Bowl XLVI… the Mobile Experience

“Mobile convergence will energize a system of experiences and occasions, each filled with opportunity!” For brands…this means always enabling, always listening, ready to respond and adapt.

Super Bowl XLVI…is once again more than a football game, and the social aspect of the game is more than simply breaking Twitter records.  This year Super Bowl XLVI will create connections.  Viewers are expected to use mobile devices at unmatched levels and the demand for mobile interaction is tremendous.  Immediate, direct access to “more” is expected, and brands are challenged to create spectacular interactive experiences.

Extraordinary relevance

Promises of brilliant content are certain, but tremendous value is most often created when fans discover, conquer, own, and share stories about who they are and what they know.  Creative brands will be prepared to listen, will adapt quickly and respond with authentic messages. So, what is the outcome? Emotional connections, possible when brands nurture dialogues and support the role of people in the process.

How will we connect?  Apple shipped over 15 million iPads in Q4 2011

Position a very different kind of strategy

Honda has had great success with the early release of the Ferris Bueller’s Day Off big game commercial.  The video already has more than 8 million views, great news for Honda as they launch the all-new 2012 CR-V.  Still,with almost 60 hours of video uploaded to YouTube every minute, imagine the possibility for unique opportunities.  Enable people to capture original video and celebrate the imagination of people in real-time, as they are watching the game.

…Raison d’être

#GameDayPolarBears

Living, breathing, and ever-changing content.  Coca-Cola® has given their Polar Bears permission to throw a Super Bowl Party. While watching the game, the polar bears will be chatting with, so far, more than 18,000 friends.  As of now, the popular hosts have only invited a little more than 64,000 friends via Facebook.

Become a resource

Chevy is sponsoring “Road To The #SuperBowl

Chevy has become a resource for those wanting to track tweets per minute and see who is sharing content in real-time. Chevy has also reached out to Detroit Labs to develop a great mobile app. The Chevy Game Time App offers viewers a chance to interact with exclusive content, get real-time stats, and be a part of the game with live trivia. At this point are we fans or players?  Players can win 1 of 20 Chevys and other prizes.

Service…extended brand experience

Xbox LIVE Gold access will be free February 2-5.  Xbox wants to make sure that fans experience ESPN via Xbox LIVE.  The Super Bowl is ideally targeted and Xbox will extend the brand’s experience with Madden Bowl XVIII!  On February 2nd, NFL players and celebrities teamed up in a 3-on-3, playing for the coveted title of Madden NFL 12 champions! I like this idea, but would love to see real-people also involved.  Celebrity overload I guess.  During Super Bowl week, the last thing some of us care to see are more celebrities.

Consider the value of social media…Loyalty and Learning.  Then add the perception of “people” defining their personal value by what they share. Now consider the passion and true emotion within sporting events.  This is only the beginning, the 2012 Olympics are only a few months away. The games will further test brands to create strong resources and enable “my” Olympics.

Super Bowl Goes Mobile viaInteractive Advertising Bureau

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Original…MINI USA Gets The Message Right

One of our key emerging trends is the idea of original.

The idea of original begins with an emotion, an independent thought, or a very different approach. Original can also be empowering and reflect a very personal journey, a hope to inspire or a need to connect.

Appreciate original and the need to be social… Everything else will naturally fall into place

Learning to trust people with the brand’s image…

Enabling people in the process of defining a new feature and certainly co-creating the next message can be a bit of a challenge, but MINI USA seems to have found a way.

Only an “ORIGINAL” idea could offer MINI USA the crazy mix of genius substance needed to create a new MINI Coupe message. With this in mind, MINI USA challenged everyone to share six words that express The Best Test Drive Ever. Period.

After receiving thousands of suggestions, Mathew Foster’s brilliantly nonsensical description was selected as the #1 in The Best Test Drive Ever. Period.

Mathew’s six word entry: STEWARDESS, SALT FLATS, PARATROOPERS, SUSHI, FALCONER

Within social media we find that many people are defining their personal worth by what they create, discover and are willing to share. Original content seems to have an advantage, as the social explorer also becomes the social discoverer and then…the hero.  This is only the beginning.

For more information about The Best Test Drive Ever. Period!

To learn more about the new MINI Coupe, visit MINI USA

What Social Media Should Be…Original

Weather Gets Social…!

Article first published as Weather Gets Social! on Technorati

You may love the weather today and hate the weather tomorrow. Either way we are always compelled to share our perception. Weather has always been one of the most social of topics. Everyone has their own way for predicting the weather, and of course, an opinion about what lies ahead. However, our ideal source of information is no longer limited to traditional news channels.   People are curious, and want to know what the rest of the world is thinking…and especially during weather-related events. Everyone is equally keen to learn from local accounts and individual experiences.

Enter Metwit…

Metwit is a real-time collective weather source. A great place to explore and discover real-time weather conditions, from real people. People tag, tweet or post weather conditions and the information is immediately displayed on Google maps via text and amusing icons.

Metwit is being developed during a three-month start-up acceleration program by SeedStartup, a member of the Techstars network. The iPhone application and the beta website are live. The smart platform also offers features that are as ever-changing as the weather.  The passionate developers are committed to innovation, continuously enhancing Metwit.  Users are able to personalize their expression of the weather through new icon sets.  Icons are created by professional artists and amateur illustrators so that everyone can personalize their weather experience. The result, a collection of jovial and witty icons that will definitely reflect your weather personality.

Today, even traditional weather forecasters are looking for original sources. A local perspective of weather is critical during severe weather occasions and Metwit is becoming the go-to place for “original” accounts of all things weather related. Through local content, forecasters are able to create a better narrative and more precise recommendations.

When weather stories are co-created, they also become considerably more effective within social media. For instance, when breaking weather news occurs, people immediately turn to traditional channels, but alongside is another trusted source…each other.

Social weather can fill a need for real-time, no-nonsense information…

Example: During a crisis, people want to help, not feel helpless. During the Tōhoku earthquake and Tsunami in March 2011, Twitter became one of the most important real-time destinations for those needing to stay in touch with people in Japan. Worldwide, Twitter personally connected people wanting to understand the events with those experiencing the catastrophic weather in real-time.

The collective process of Metwit naturally creates opportunities for making weather more reliable, more relevant and more exciting.  Metwit was designed for helping those active in outdoor sports and activities.  The idea was to create a place where climbers can understand current conditions, prepare for a day of climbing and also to connect with other climbers.  The ability to understand specific and important weather conditions as it relates to climbing is essential to this sport, and only other climbers can define these conditions. For instance, climbers can pinpoint the best location according to those already on site.

Metwit will also act as a connector of like-minded enthusiasts.  Users will be able to select activities that interest them. Metwit will then enable users to view others with similar interests, sharing vantage points and interesting information about specific locations. The developers continue the idea of co-creation through crowd-sourced design challenges as they look for creative new icons.   The team will consistently use social media tools to help Metwit become a fun and useful resource.

Misery loves company…

Metwit is perfect for those who are feeling blue about the weather.  Metwit users share your misery and often, with the help of others, can cheer-you-up with funny thoughts.  Weather updates and photos have always been attention-grabbing. So, your spring-break vacation images are even more fun to share with those back home.

“Love complaining about the weather? Try Metwit”                           Michele Ruini Co-Founder, Metwit

Brand’s new role…Enable a Cycle-Of-Courtesy

Metwit weather updates are also becoming a resource for brands. Rather than inactive messages that have little value, brands will be able to offer social weather as a service, connecting with people through the advantages of one of the most social topics…weather.  Metwit extends brand experiences by creating mobile occasions. Brands are able to actively involve people through weather related content and current conditions.

Don’t forget your umbrella…

How often do you wish that you knew a storm was on the way?  Hyper-local weather is ideal for travelers. Metwit helps you prepare for the weather conditions where you’re headed.   Now Airlines can use Metwit to create weather alerts that are informative, visual and fun!

Note| I have been fortunate to spend some time helping these clever developers with strategy and positioning in recent weeks.  Honestly, I believe that Metwit is now, and will continue to be,  one of the most imaginative and useful social platforms available.

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The ROI of Social Media and “Tebowing”

With so much talk about the ROI of Social Media, we think it is important to remind everyone that ROI may not have to be entirely based on immediate revenue.  The goal of social media…should not be thought of exclusively as a marketing strategy. Social media should be thought of as means for creating an ecosystem.  Functional marketing nurtures knowledge, stimuli and supports co-creation. Our approach suggests that messages and content must be authentic, filled with conviction and extremely flexible within all surroundings.  If integrated properly, everything else will naturally fall into place.

How Social is Sports?

We talk about social media in sports as the ultimate opportunity for connecting. Enabling fans via social, mobile and location supports fans’ emotional attachment, moving the experience from a “THE Game” to an “OUR Game” occasion.

Tim Tebow is making an impact on the football field for the Denver Broncos, of the National Football League.  However, an even larger impact is his influence in social media through “Tebowing”.  Tebowing is Tim’s humbling gesture, kneeling on one knee as evidence to his faith.  The act of Tebowing has compelled a strong reaction through social media. On 12, December, the Global Language Monitor officially accepted the term within the English language.  Just months after the phrase was created following a miracle win in October.

With Authenticity, Conviction and Flexibility, Tim Tebow has the world’s attention…

Tebowing: The act of ‘taking a knee’ in prayerful reflection oblivious to your surroundings

A completely crowdsourced Tumblr blog has been created to enable people to share their personal interpretation of Tebowing.  Fans are able to purchase items with proceeds supporting local Denver Charities.  The site has daily submissions of touching images from around the world.  @Tebowing has almost 3,000 followers and each of the Facebook pages associated with Tim Tebow continue to grow.

The Denver Broncos have an opportunity to do more than simply engage within social media. Adopting an approach that moves beyond marketing.  By enabling the fan’s natural connection to Tebowing, the Broncos can create awareness and inspire emotional connections, at the same time, supporting donations for local charities and forming true connections.

The difference between engage and connect is in how you – Listen – Prepare –Respond and then Adapt

Perhaps the ideal return of social media is collaborative dialogues, the co-creation of messages (earned media for you traditional folks), content and strategy for what is now, and what may be next.

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