A Second Look at 2012 and London’s #socialolympics

London 2012

I am happy to have a chance to share this quick review of real-time media and The London Games. During the summer, I worked with Communica to challenge the idea of “engagement”. We looked at how people wanted to connect and what they wanted to share.

We also learned a few lessons!

Exploring The “Value” of Collaboration| Featuring IBM’s CMO Study and a post by @koertbakker

IBM recently released the IBM Global CMO Study for 2011. The study offers a comprehensive look inside the challenges facing more than 1,700 global CMOs from 64 countries.

In chapter one, IBM challenges CMOs to “Deliver value
to empowered customers”, reflecting the importance of understanding people and using digital media as a source for insight.

IBM asked CMOs to “rank each factor in terms of its expected impact on the marketing function over the next three to five years”.  IBM also considers levels of confidence CMOs feel about managing each factor. 

Figure 4 illustrates the critical issues.

While we completely agree with the critical issues, we are also keen to explore number nine, “Customer Collaboration and Influence”  as a significant part of all the other issues.  Collaborative agendas redefine the process and the multiple dimensions of value. Continue reading

Collecting Extreme Experiences….3D Projection Mapping

One thing is certain, 3D projection mapping is certainly social.   Brands have been quick to leverage the artistic creativity and the technology, to tell epic stories and inspire share-able content.

Creative thinking!  Extending the brand experience is more than simply communicating a branded message.  Immersive content is compelling!

People experiencing these events simply “MUST” share the brand’s content!!

Always Adding New Favorites!!

29, November 2011

Nokia lights up London with an amazing 4D projection and deadmau5

Millbank Tower, London. Imagine 120 metre high buildings and 800 windows covered with vinyl.  Nokia positioned 16 projectors, 300 meters across the river.

TEDxArabia 2011 | 3D Projection Mapping | Backyard Studios

Coca-Cola

Sharing A Bit of Happiness!! We love every bit of @CocaCola’s 125 years of Happiness Celebration! Coca-Cola has a way of making all-of-us feel worth the effort!

Fanta Chase Dubai, created an interactive 3D mapping occasion at the Dubai Mall.  Folks were encouraged to “continue the chase” via Facebook.

“More Fanta, Less Serious”

Continue reading

Our Take on Facebook’s Sponsored Stories

Please note this post was written in January of 2011 –

The difference between Engage and Connect is in “how” and, perhaps now “where” you RESPOND…

eMarketer takes a look at “What Makes Facebook Fan Pages Successful?”,  bringing perfect examples into focus through the way Coca-Cola and Starbucks have engaged and connected with fans.

It is true, Coca-Cola and Starbucks are perfect examples of how to create sustainable connections via social media. Coca-Cola often responds to comments and often highlights original content posted by fans.  They have adopted a very innovative mindset that entrusts the Coca-Cola brand in the hands of people who love them. Continue reading

The incredible “Gift” of response…@CocaCola

An authentic reaction can motivate great interest , trust and loyalty.
The incredibleGiftof response…

Coca-Cola shared a FAN image on Friday 22, October…. Fans naturally connected with the image, and fan-to-fan have shared thousands of comments and likes.

A few comments:

Lol

My favorite! 😀

I’m wearing a cocacola shirt right now!!!!

Coca Cola for life

Return on Response: Creating emotional connections

Social environments provide the opportunity to engage and nurture lasting connections. As we have advanced from a single dimension of marketing into multi-dimensional connections, the process of communication has transformed.  Marketing messages have evolved into true conversations, and the best examples offer significant value to all” Excerpt from Connections May 2010 (see below)

The significance of responding, within social media, is ever increasingly more important and Social Media teams remain challenged,  as they try to define policy and protocol for every interaction.

Ideal connections are not due to chance.  It’s easy for brands to slip into the role of moderator or lecturer often leading to a negative “transmit-mode” experience for people.  But, when people invest their time and attention connecting with a brand… response IS required.

The friendliness of brands is in question…

Authentic reactions motivate powerful interest …

Define strong connections based on content, interaction and a level of emotion…

Image Source: Facebook

Opportunity to create lasting emotional knots with bows….

Disney’s Toy Story has millions of followers on Facebook. Hundreds of people “Liked” and “Commented” on the (original branded content) posted, of a Ralph Eggleston picture, yet Disney rarely responds  to comments.

Disney fan pages consistently ask wonderful questions and create engaging content that leads to emotional responses via thousands of “likes” and “comments”, often in a very short period of time.

At the same time, families are sharing their own images in other spaces. Now, imagine the emotional connection if Toy Story “Liked” Jack-Jack’s picture of Buzz and Woody (original content).  His mother and her friends would then feel truly connected and strengthen their emotional attachment to Toy Story.

Note: Fans are unable to upload personal images to the Disney’s Pixar Toy Story facebook page. Yes, an element of caution is necessary, but not to the extent that monitoring the space could not make a difference.  Pictures posted by fans on their personal pages could be tagged as Toy Story, Buzz Lightyear and Woody, offering Toy Story the heads up.

Fans should be encouraged to upload personal images to a fan page. A great example, Coca-Cola has more than 6000 fan photos posted by some of their more than 9 million Coca-Cola Facebook fans.  Yes, an element of caution is necessary, but not to the extent that monitoring the space could not make a difference.  Pictures posted by fans on their personal pages should also be noticed, once tagged, they offer digital media teams the heads up.

A Real-lifelong example…A Toast to a Very Loyal Consumer

People have always written to Coca-Cola and are naturally anxious to share their memories. Recently, Mike Clement of North Carolina wrote a touching account of his mother and her lifelong LOVE of Coca-Cola.  Coca-Cola blogger, Phil Mooney was so moved by the story that he shared the note in its entirety with his readers.

Phil Mooney, The Coca-Cola Company’s Archivist and historian

My Mother’s Story, by Mike Clement

Asking the right questions the right way…

Golden questions have been replaced with emotional connections that offer immeasurable knowledge and direction.

  • Are you the mayor of more than two coffee shops

Actions that compel Reactions…

Picked-Me –Makes life extraordinary

Branded Hug – Hopeful voice shares personal accounts and ideas

The adoption of social connections is extraordinary.   The results of all this connectedness…world changing disruption…of every LITTLE thing.

 

 

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