Original Content, Emotional Connections and Great Experiences

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

Each of the following images offer examples of original content. Within each example, the potential for marketers to co-create wonderful social media experiences is extraordinary. Communication will move across social platforms effortlessly, but people will have social filters in place, to remove the noise, and to ensure they don’t miss the moments that matter most.

Metwit | Real-time weather from real-peoplePinterest | The level of Disney related pins continues to grow

YouTube | Personal brands are accountable for the greatest volume of video views and sharing.  Discovery is so exciting and a key trigger of emotional sharing.

72 hours of video are uploaded to YouTube every minute [YouTube]

The future of social media will be motivated by original content, our curiosity and the excitement of discovery. We will filter for relevance, invest with privacy and share only the content that we have emotional connections to.

With social filters in place, traditional digital ad strategy will not work, and ideal connections will not be due to chance, or smart re-targeting. Brands must learn the importance of responding to the content that we think is great!

 Social Viewing is for REAL…Real-Time and Real-People

While Social Media teams remain challenged,  trying to define policy and protocol for interaction, the affability of brands is in question. It is time for brands to define strong connections, create resourceful content, embrace original content and support co-creation. Keep in mind…People are defining who they are, through what they share.

Enable data to focus direction and authentic reactions…

Now that you have our attention, be careful not to control dialogues. It’s easy for brands to slip into the role of moderator or lecturer often leading to “transmit-mode” and a negative experience.

A final thought: When people invest precious time and attention connecting with a brand… an authentic response IS now required.

Mobile App Revenue | iOS vs. Google Play – Infographic

App Annie shares an interesting look at what’s really motivating revenue for iOS and Google Play.

Even as Google Play is seeing strong growth, iOS still captures the very mobile Eastern Asia market. iPhone and iPad app downloads in China and Japan create 25% if iOS total revenue.

Another very compelling stat… App Annie shares that for every $1 spent on Google Play, $2.45 are spent on iOS.

Click here to access the PDF version of the Game of Phones infographic.

Why “Original” Content is so Powerful…

One of the key emerging trends is the idea of “Original”.  Original can mean many different things, but most notably intensifies the need to express ourselves, to connect and to collaborate.

The idea of original begins with an emotion, an independent thought, or a new approach. Original is empowering and reflects a very personal journey, a hope to inspire or a need to connect.

Companies need to find opportunities to applaud, or even better, co-create unique styles and original substance.

  • Paying close attention to convergence across any device will energize creative occasions.
  • Enabling people to create / consume original content wherever they are  supports real-time social experiences.

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Google Play | The convergence of me!

All of our favorites in one place.

Always accessible online and via Android devices.
Google more at http://play.google.com/about

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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Global Trend Report | Focus 2012

This trend report has been created to help you prepare for, and bring about, a very different approach to business in 2012.  Moving beyond advertising and marketing, we suggest a collaborative business design, one empowered simply by the ability to create sustainable connections.

Life In A Day| Truly Emotional…Completely Original via @YouTube

Monumental…

Google has released the final version of Life In A Day via YouTube.  In an inspiring example of co-creation, thousands of people from 192 countries, uploaded 4,500 hours of life to YouTube on July 24, 2010.

The film’s executive producer Ridley Scott and director by Kevin Macdonald have captured a global moment in time…life as it was on July 24th.

 

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