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!

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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.

Images and Video…It’s Emotional! Infographic- MBooth

With images and video you create enduring connections. They are emotional, instantaneous, and positively social.  MBooth partnered with Simply Measured using behavioral data to follow visual content on social media.  A great story!

Opportunity:  Incorporating original content within branded social environments can be powerful.

Result: Truly authentic content and stronger engagement scenarios in the form of response and recognition…

Engagement and sharing habits for Facebook’s top brands…

A Peek Inside…IBM’S 2012 Global CEO Study

IBM has released their 2012 Global CEO Study

In years past, IBM reflected global CEO’s concerns about change and the challenge of doing business within an increasingly uncertain world. In 2012 it seems that CEOs have become more comfortable with, or at least accepting of, disruption and the idea of consistent change.  They seem to embrace the chaos.

Within the 2012 report IBM recommends:

  • Empowering employees through values
  • Engaging customers as individuals
  • Amplifying innovation with partnerships

Some thoughts:

Employees need to feel a part of an open, more curious culture and uniquely human, a part of something far more than a branded product or service. Collaborative innovation will depend on the ability for companies to share information and ideals. But, for this post allow me to have a look at engaging customers.

CEOs Are Ready To Get Social…

Social media will be positioned as the preferred and most effective  method of communication. Creating the conditions that support social dialogues depends on your ability to think very differently about the role of marketing.

Messages must be resourceful, and when possible, original or perhaps co-created.  A social strategy designed to nurture authenticity, sharing and response, will realize the advantages of emotional connections. Creative brands are also able to capture and utilize emotion as it evolves from immersive brand experiences.

Moving beyond the idea of engage to expanding sustainable connections remains a challenge. Companies must create resources that enable and support a continuous cycle of learning. Within mobile this will require useable insight, relevance, and the ability to respond in real-time.

“To remain relevant, organizations have to go
much further. They must piece together a more holistic view of the
customer…”

Nurture contributory data, defining key elements for interpreting and putting insight into play in real-time. This is significant within the convergence of social media and mobile.

Social Media is a perpetual celebration of life…Mobile is it’s pulse!

Mobile supports the advantages of original content.  When brands celebrate original content, this instantly forms emotional connections with people.  Memories are provoked and a sense of true collaboration exists.

Sustainable connections are created through:

  • Emotional Triggers
  • Immersive Experiences
  • Collaborative Positioning

What is connectedness…

ConnectionEstablish a process of Co-creation. Ongoing non-intrusive dialogues with the adoption of “original” content and ideas, positions people within the process. Once a truly sustainable connection is made; brands are continuously inspired, collectively defining their brand message and direction.

Consider how lasting connections are established and where engagement begins. Social media defines strong connections through immersive content, interaction and levels of emotion.

The purpose of social connections is to understand how people perceive your offerings and the behavioral context defined within their personal connections.

Data Driven Design…

Preparing a sustainable system of  social content, information, data extraction, analysis and response is challenging, but certain to become the source for serious business decisions.

Click image or copy link:

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How to Be “Social” A lesson from MINI Canada on Facebook

MINI Canada has just over 73,000 likes, and a very significant number of people are interacting with their content on Facebook.

“Their” Redefined

MINI Canada enables people to play a stronger role in the way they connect on Facebook.  Allow me to offer one quick and most favorite example…

Recently, MINI Canada shared an image that was added to their page. The post was a huge delight to folks who love MINI.   The image was liked, commented on,  and shared, but also tagged.  Yes, tagged, people began to tag a specific MINI within the image as their own. The unexpected result, a fun and enduring way to seed personal connections to MINI.

Through a social strategy designed to nurture sharing and response, MINI Canada has established the key return of social media…emotional connections.

 

“Original” Advantages…

Friends of MINI Canada are likely to seek out future posts, considering MINI Canada as a source of fun.

Facebook fans will also be more likely to interact, to share, and to trust MINI Canada’s content.  Although it may be rather difficult to determine immediate and clear metrics, it is terribly easy to define an emotional return on MINI Canada’s social strategy.

Christoph Hurni took the photo on August 29, 2004 in Wassen, Canton of Uri, CH

A Cycle-of-Courtesy

MINI Canada has also encouraged a reciprocal process within Facebook.  By creating an environment that celebrates authenticity and appreciation, MINI Canada has set high standards for how people should interact within Facebook.

Following-up…Taking Responsibility

MINI Canada was able to request more details from the original source, asking KI RK, to identify the original source of the image so that they could offer proper credit.  MINI Canada’s actions maintain accountability.   At the same time, they learned a bit more about KI RK. He loves to search for MINI images.  KI RK could be a great source (e.g. archeologist) of original content in the future.

  • It would be great to give props to the photograph since it has been taking FB by storm! I just thought it was cool and wanted to share! … KI RK
  • I’m a Google image RAT! I found it by just looking at different images of Minis…KI RK

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.