tag:blogger.com,1999:blog-23325468210802977402024-03-07T21:01:30.138-08:00500 flavoursStuff that works. Digital. Social.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.comBlogger20125tag:blogger.com,1999:blog-2332546821080297740.post-18097434406505073242010-12-26T14:51:00.000-08:002010-12-26T14:51:32.792-08:00Where he at?Hullo you.<br />
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To the special few who venture here, you may have noticed I haven't been saying much lately. I've joined thinktank media to help push things forward in social + digital for some wonderful clients.<br />
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Look us up.<br />
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You'll find my occasional blog posts here: <a href="http://thinktankmedia.com.au/blog/">http://thinktankmedia.com.au/blog/</a><br />
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Go well.<br />
<br />
Warren.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-79124841059056269252010-10-12T17:04:00.000-07:002010-10-13T00:20:35.121-07:00Will @aplusk end world slavery (or whatever)?I've been giving some thought recently to how we identify 'What is effective social media marketing?' <br />
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Is it about the big numbers - the most YouTube views? The most Facebook fans? The most diggs?<br />
To wit: What works??<br />
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I'm not talking so much about ROI (that's another story) but more so social media marketing that adds value to our lives and to brands.<br />
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<a href="http://farisyakob.typepad.com/blog/">@faris</a> suggested to me that we still seem to quantify successful social media activity using the old (advertising) formulas.<br />
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(simply) impressions = conversions = revenue. Increase the former and your should increase the latter.<br />
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But does this still apply and, importantly (to me), does this apply in social media?<br />
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Some of the bigger names on Facebook and Twitter are courted to endorse a product, event or service (impressions). The expectation is that influence in one sphere (let's say Reality TV - hello @kimkardashian) can be transferred to another sphere (local fashion?)<br />
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impressions = conversions = revenue<br />
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<a href="http://celebrifi.com/gossip/Kim-Kardashian-Took-Her-Booty-For-A-Walk-On-Oxford-St-in-Sydney-2270145.html">Booty Call to help local brands</a><br />
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<object height="344" width="425"><param name="movie" value="http://swf.tubechop.com/tubechop.swf?vurl=OpgpwnlcIvI&start=28&end=40&cid=97727"></param><embed src="http://swf.tubechop.com/tubechop.swf?vurl=OpgpwnlcIvI&start=28&end=40&cid=97727" type="application/x-shockwave-flash" allowfullscreen="true" width="425" height="344"></embed></object><br />
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<strong><em>"OMG, it's like... OMG" [OMG!]</em></strong><br />
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Sure the 'booty call' was fine but I'd suggest the activity only generated fleeting interest for associated brands - particularly through social media. <br />
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OMG is not always remembered weeks later.<br />
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I recently came across an article that suggested the post popular twitter users (based on followers) were not necessarily the most influential (retweets, mentions). The article suggests while we like to talk <em>about</em> the twitterati we are not talking <em>with</em> them or even about what they tweet. The article concluded:<br />
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<blockquote>A user's popularity .. is not related to other important notions of influence such as engaging audience, i.e., retweets and mentions. Retweets are driven by the content value of a tweet, while mentions are driven by the name value of the user.</blockquote><br />
The notion of reaching key influencers online to champion your message or idea is not at all new. The popular communications theory (put forward by many, years ago) maintains that:<br />
<br />
<blockquote></blockquote><blockquote>... by targeting these influentials in the network, one may achieve a large-scale chain-reaction of influence driven by word-of-mouth with a very small marketing cost.</blockquote>More recent thought suggests the key factors determining influence are actually:<br />
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<blockquote>1) <strong>the interpersonal relationships among ordinary users,</strong> and<br />
2) The readiness of society to adopt an innovation</blockquote>From my own experience I have to say I'm loathe to RT or share anything from a 'personality' on twitter. Like many people, I followed a few names I thought might be interesting. Not many of them were. They oscillated from the truly dull to the over-hyped. <br />
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<em><strong>"Meh"</strong></em> I thought.<br />
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The people that have really kept me interested are the everyday users - people I may or may not have met - but people I can visualise, identify with and who share their humanity with others. Excited people. Imperfect people. People I can connect with at some level.<br />
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These are the people that influence my thoughts and actions more so than any @kimkardashian or @aplusk can hope to.<br />
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<a href="http://twitter.com/aplusk/end-slavery">Do you care what Ashton Kutcher thinks about slavery? </a><br />
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Are you more likely to take an action to end slavery if a close connection has done so or if Ashton says it's cool? Maybe both? <br />
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To my mind the best campaigns are those that make interactions and connections between the everyday users better (impressions+). More meaningful, more interesting and more about 'us'. You and I.<br />
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<a href="http://lifeloungeumr.sweeneyonline.com.au/LearnMore.aspx">Recent research</a> suggests that, for many of us, our identity is chiefly linked with our friends and what they think about us. For many of us it's becoming more about what you share, link to and post rather than what you share offline. <br />
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"You are what you tweet" I guess?<br />
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RT @rene "I post therefore I am"<br />
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And if your brand has something great to share, something that adds value to people's lives, this is where the focus should be:<br />
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<strong>How can you add to people's lives and their connections with one another in a meaningful (if fleeting) way?</strong><br />
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One example of enriching connections through social media is the new <a href="http://www.defjamrapstar.com/">Rapstar</a> game by Def Jam.<br />
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<object height="385" width="640"><param name="movie" value="http://www.youtube.com/v/-gtKaZCksCQ?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/-gtKaZCksCQ?fs=1&hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object><br />
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<strong><em>It's a (baggy trousered) Movement.</em></strong><br />
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The best feature of this game is how social you can make it. <br />
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Solo kareoke is pretty crap but get some friends together and it's a party. If Hip Hop is your thing this is gonna be huge for you. You can share your rhymes through Facebook and get your people to bump you up the game rankings. You can 'battle' with people through twitter. <br />
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Unreal!<br />
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Maybe the new formula is more like:<br />
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(simply) content = shares = revenue<br />
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This is the challenge I set myself: Make it worthy of the share.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-79817863050717564342010-10-03T21:00:00.000-07:002010-10-03T21:20:03.320-07:00Trading Places on Facebook.<a href="http://www.facebook.com/places/">Facebook Places</a> was released in Australia on September 30. <br />
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Australian users can now opt-in to the application and share their location with friends much like <a href="http://500flavours.blogspot.com/2010/05/no-longer-just-for-squares.html">Foursquare</a> and <a href="http://gowalla.com/">Gowalla</a> have been letting us do for some time. In light of privacy concerns the default setting is 'friends only'.<br />
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Facebook said Places would enable "serendipitous meetings" between friends who are near each other. <br />
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<object height="344" width="425"><param name="movie" value="http://swf.tubechop.com/tubechop.swf?vurl=ngggl6Afc3E&start=0&end=90&cid=95288"></param><embed src="http://swf.tubechop.com/tubechop.swf?vurl=ngggl6Afc3E&start=0&end=90&cid=95288" type="application/x-shockwave-flash" allowfullscreen="true" width="425" height="344"></embed></object><br />
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<strong>Stanley and Livingstone. Early inspiration for Places.</strong><br />
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The U.S. launch was met with some expert concerns about 'Facebook Stalking' and the popular theory that Facebook represents some Orwellian threat to our individuality and privacy. Sensational reactions to new Facebook features are pretty common. There seems to be a constant tension between what users are comfortable with and where the service wants to take us. It's nothing new.<br />
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I've been a fan of applications that address the 'where' of social media for a while. If you're dashing about its often too much trouble to engage with your various networks more deeply than <em>"I'm here (X)"</em>. <br />
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If you say: <em>"I'm at the pool"</em> people know what's happening for you. There's often no need to share how cool the water is, why you love floating on your back or what colour your towel is. If people know you a little they can fill in the blanks.<br />
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The interesting thing is, how Places (or Foursquare or Gowalla for that matter) will change our lives in coming years. The Facebook team has grand plans for how we will be using the application and the service at large. <br />
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Imagine being at the pool and checking in using Places. <br />
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Imagine being told which of your friends are there today and being fed photos of their recent trips to the pool in a combined album. <br />
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Imagine getting a feed to the <a href="http://www.last.fm/music">last.fm</a> tracks they listen to at the pool and to conversations auto-tagged with all pool updates by your friends.<br />
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Imagine being given a record of your swimming training over the past month and tips for today (through linking Places and any of the fitness apps you use). You may even want to see how many laps your friends are swimming (or not swimming).<br />
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You get the idea. <br />
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The way Facebook is linking up our own, and our shared experiences online, I can only see our networks of friends enjoy richer and deeper connections on Facebook.<br />
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I'll be excited to see how developers make use of it over coming months. Third party applications like Mob Zombies for the iPhone (based on Foursquare) can be a lot of fun. <br />
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<iframe frameborder="0" height="267" src="http://player.vimeo.com/video/7934715" width="400"></iframe><br />
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<strong>Mmmmm, local brains.</strong><br />
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With the data contained in our Facebook networks the potential for new and exciting ways to use it through Places will be huge.<br />
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More at a later date on how brands are using Places in Australia but in the meantime, if you're using Places, let me know what you think.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-79916900185745644002010-09-12T18:47:00.000-07:002010-09-12T18:50:49.831-07:00Angry Birds was fun but where is the real business??Having a laugh at another funny comic on The Oatmeal the other day got me wondering about mobile applications and how they really are still in their infancy. <br />
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The gist of <a href="http://theoatmeal.com/blog/apps">the strip</a> was that while we fork out our cash readily for mobile devices, data plans, accessories and so on we spend little on apps. Why is this the case? <br />
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For other hardware we gladly spend on software. In fact it's a necessity in most cases. I'd suggest it's because most apps don't offer much utility in our lives. <br />
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If you have a smartphone you might have five or ten apps that you use regularly. They help you stay in touch with friends and networks, manage your day-to-day and provide a bit of fun. Most of what is out there is fluff though.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TI17U7EQkjI/AAAAAAAAAHU/mTf2hGiOOeY/s1600/Angry-Birds1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" ox="true" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TI17U7EQkjI/AAAAAAAAAHU/mTf2hGiOOeY/s320/Angry-Birds1.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">$4.99 for this app? Yup, I'm angry. Where's the lite version?</td></tr>
</tbody></table><div class="separator" style="clear: both; text-align: center;"><br />
</div><div class="separator" style="clear: both; text-align: left;">I suspect we may be on the cusp of something bigger in the application market though.</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">The value of application downloads in 2010 is expected to be $6.2 billion. This will be for almost 4.5 billion applications though. That's about $1.37 per application. Total downloads will more than triple by 2013 and be worth $29.5 billion in sales. The interesting thing is, 87% of those are expected to be free downloads (Up from 82% this year). The average cost of apps will rise to about $2.70 in 2013.</div><br />
I think if apps (for phones and tablets) are to grow share of wallet with consumers they need to become more indispensable to us. I'd be thrilled if they can find a better way to sync with the other tech in our lives and do some of the thinking for us. <br />
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I'd be happy to pay $10 or more for apps that make a real difference in my life. And there <em><strong>is</strong></em> potential at the top end of the app market.<br />
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Outside of work hours I'm quite happy to chug along with little thought to what needs to get done. I'd love a series of apps to take charge and get things done for me during the week. An app to pay all my bills and handle any admin type emails? Great. If I never have to speak to another call centre or bpay another bill I'd gladly pay $20 for the application.<br />
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One that organises meals for me each week? Sweet - I'm feeling kinda tex mex/Spanish this week. Maybe ingredients for three meals plus a night out with Facebook friends in my tex mex group? Pina Coladas on Friday night would be nice. Up to you phone app - sort it out for me.<br />
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$20 for iMeal? Glad to pay it.<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://2.bp.blogspot.com/_ffi1zt9Y1e8/TI2CCYmdokI/AAAAAAAAAHc/uNC6SYrEKt8/s1600/taco-1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" ox="true" src="http://2.bp.blogspot.com/_ffi1zt9Y1e8/TI2CCYmdokI/AAAAAAAAAHc/uNC6SYrEKt8/s320/taco-1.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Phone, you know I love Taco Tuesday.</td></tr>
</tbody></table><br />
The interesting thing is, it looks like Apple might not be distributing these apps to us. <br />
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They have been the leader in mobile applications for a while now but research suggests that could rapidly change. <a href="http://mashable.com/2010/09/08/appcelerator-app-numbers/">Mashable recently looked at Appcelerator</a>, a development platform, and asked about the breakdown of its app development: <br />
<br />
<blockquote>"As of right now, 70% of apps are still created for the iPhone and 30% are for Android. There is also a growing slice of developers who create an app for both platforms.While iPhone development is still the first stop for most developers, Android is quickly becoming the second platform." </blockquote>In fact, recent research by Gartner suggests that <a href="http://www.gartner.com/it/page.jsp?id=1434613">Android will be the dominant mobile OS by 2014</a>. Symbian and Android will share the majority of the market with about a third each while Apple will own only 14% of the space.<br />
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It's going to be an interesting jostle among the big players. Maybe Apple will maintain a niche for the best, most user friendly apps and leave Nokia and Android to duke it out for the largest share of mobile customers?<br />
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I'm not fussed who gains the acendency, so long as the ingredients for a Pina Colada are in my (internet) fridge on Friday night.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-38140618396588096972010-08-24T00:18:00.000-07:002010-08-24T00:26:06.764-07:00Not just for cheeky chicks and knickersA couple of weeks back I saw some pretty rough interactive video 'games' and also a trailer using interactive for <em>Scott Pilgrim vs The World</em>.<br />
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Not bad I thought, can't wait to see it used well.<br />
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Some others have been tinkering with it as well. Shop Hot & Crowded from Mineappolis have gone with an effective (and obvious) idea to sell women's clothes (to their blokes?).<br />
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<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/dXcBjeoRqFY?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/dXcBjeoRqFY?fs=1&hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br />
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This really is a killer way to reach people for so many reasons.<br />
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Imagine placing one of these clips in front of a customer at just the right time in the marketing funnel? It's just such a tantalising prospect.<br />
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We know in Australia that the vast majority of purchase decisions are researched online beforehand. A tasty little product clip where you let consumers bring their desired product to life would be perfect during a customer's product research. Automotive, Travel, Accomodation and Homebuilding all immediately come to mind as perfect categories for this tool.<br />
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I used to love Choose Your Own Adventure books as a kid. Remember the ones where you got to pick a twist in the story and turn to that page? Same idea here for sharing content about your brand.<br />
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If your website has a little budget for this why not create a short film or narrative around one of your products, staff or brand ambassadors? <br />
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Lets look at a Harley Davidson motorcycles as an example. Harley riders, or HOGs, would have dozens of rides in their mind that they remember and treasure over the years. Why not bring some of these rides to life online using interactive video.<br />
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How cool would it be for their website to select your model of Harley, spec it out and then choose one of 10 classic American routes to trial it on. You get to choose your bike, your kit, your route (corner by corner) and so on.<br />
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It need not be a long video - just enough to make the real product tangible for the consumer. The smell of petrol in their nose, hot sun on the bitumen and the wind on their face.<br />
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Easy peasey.<br />
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<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/THNxOrmLgfI/AAAAAAAAAGw/IKRZSnPLY_k/s1600/Laughlin-Day-3_Route66.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" ox="true" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/THNxOrmLgfI/AAAAAAAAAGw/IKRZSnPLY_k/s400/Laughlin-Day-3_Route66.jpg" width="300" /></a></div><div align="left" class="separator" style="clear: both; text-align: center;"><br />
</div>The conversion to sales on these clips is going to be so much better than current product video on home pages, YouTube channels and Facebook. <br />
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We could talk banner ads too but - another time.<br />
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I can't wait to see how interactive video evolves over the next six months. You can be sure people are producing some great applications of the technology right now.<br />
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How are you going to use it?Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-31000075828393634092010-08-03T21:57:00.000-07:002010-08-04T00:49:08.909-07:00Film is so much more than celluloidI got the chance to spend a day last week with some very clever people working in <a href="http://en.wikipedia.org/wiki/Transmedia_storytelling">Transmedia</a> at the Melbourne <a href="http://www.xmedialab.com/">XMediaLab</a>. It's easy to think with the way marketers are connected these days that we are across most things in no time at all. <br />
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We couldn't be more wrong. <br />
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I was excited and surprised to see that particular media industries and pockets of the world are using emerging and traditional media in concert to devastating effect and shaping... [clash of cymbals] THE FUTURE!!<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TFjf_Ki6u3I/AAAAAAAAAGo/sRi6ow62tb0/s1600/200801future.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" bx="true" height="300" src="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TFjf_Ki6u3I/AAAAAAAAAGo/sRi6ow62tb0/s400/200801future.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">The Future!!<br />
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<div align="left"><br />
</div></td></tr>
</tbody></table>Here are just some of the developments, projects and approaches that got the hairs on the back of my neck standing up:<br />
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<a href="http://www.demandmedia.com/"><strong>Demand Media</strong></a><strong> and trending words</strong><br />
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It's so simple and such an elegant idea. You monitor trending words across all online media, create content based on these words and then hang ads around it. It's that easy. Gavin McGarry from Jumpwire Media in NYC showed me how entreprenuers are using the model, and teams of scruffy copywriters, to mould (what he calls) the future of content.<br />
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<strong>Video is king in 2013</strong><br />
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Predictions are that 64% of mobile content in 2013 will be video. <br />
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News sites, social platforms and other media are already groaning with as much video as they can find. As bittorrent and apps like <a href="http://www.vuze.com/">Vuze</a> show us, if you are not creating video content as a priority <strong><em>today</em></strong> you will be further and further behind your competition <strong><em>tomorrow</em></strong>.<br />
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Stuff like 'Ask Shane' will be how we share, learn and communicate. It <strong><em>still</em></strong> is<strong><em> </em></strong>the new media.<br />
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<object height="385" width="640"><param name="movie" value="http://www.youtube.com/v/hIUxdQSKF2w&hl=en_US&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/hIUxdQSKF2w&hl=en_US&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object><br />
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<strong>Product beta in advance</strong><br />
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As the film and gaming kids know, if you have a great idea that will go to market, start talking to your audience now. Use everything at your disposal to create the environment that your product will be launcehd into. Why try and mould the market and sentiment toward the product post-launch when you can do it months or years beforehand? <br />
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Here's an example from the pre-marketing for <a href="http://www.youtube.com/watch?v=gWBjhPzTYWc">The Dark Knight</a> shared by Lisa Gray from The Feds<br />
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Fucking A.<br />
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<strong>Sharing content for nothing and making money in the process</strong><br />
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Jarod Green, the creator of <a href="http://www.youtube.com/watch?v=606eK4abteQ">Beached Az</a> and head of The Hansomity Institute shared his model for creating ace content, sharing it with your mates and making a return to keep things ticking along. His self-deprecating NZ patter did not conceal the fact that this guy is super-smart and he can work the model well. <br />
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For Beached Az they spent about $16 (<strong>NZ</strong>), shared it with their mates and then saw it take off from there. After a million views on Youtube they decided they should draw out some $$$ from it. <br />
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They now create content and share it for free, seed it properley and then collect revenue from merchandise, selling the product on to TV and rolling it along. They re-invest proceeds in their next 'free' project. <br />
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Easy (if you're good).<br />
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<strong>The content around your product can be more popular than the product</strong><br />
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James Franklin from Pixeco gave a great account of how their transmedia around one documentary release created unexepected 'heros' in the campaign. PR and media was a huge part of the pre-buzz for their film <a href="http://endoftheline.com/film">The End of the Line</a>. <br />
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Amazingly, they found one of their widgets that helped people determine which fish were sustainably fished and OK to eat had 750,000 users in no time. Be useful and relevant to people with your content and they will reward you. The film did OK too.<br />
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<strong>Your phone will organise your life</strong><br />
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You thought it already did? Pleased with your iPhone 4 or HTC Desire? <br />
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Think about a time in the near future where you won't be inputting into your phone but the reverse. <br />
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Imagine your phone organises your day, your clothing, your food, where you go, what your car and house does... everything. The technology is available and phones will be at the front of technology that fades into the background and does more for us while being less obtrusive.<br />
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<a href="http://www.twitter.com/morganjaffit">Morgan Jaffitt</a> loves this stuff and you can bet he'll be making it happen here in Oz.<br />
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<strong>Immersive media strategies are the way forward</strong><br />
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And not just for film. If you think we're clever for working across multiple channels here in Australia we have nothing on what they do in the U.S.<br />
<br />
Jeff Gomez, the CEO of <a href="http://www.starlightrunner.com/">Starlight Runner</a> showed me how transmedia in the States is creating deeply immersive worlds around stories such as Avatar, Tron and Pirates of the Caribbean. In essence the story told by any good film is only a part of what can be explored. <br />
<br />
With the technology, media and audiences orbiting around projects we can tell stories for generations, not just for a season at the Multiplex. If you have something to share with an audience, something they can help build on, all you need to do is create the parts that fit and watch the audience/users put the pieces together in new and amazing ways.<br />
<br />
So, I have a head full of new ideas and some projects I want to try them on. THE FUTURE!! is what we make so... <br />
<br />
What are you going to make today?Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-31611444312600589382010-07-21T20:07:00.000-07:002010-07-21T20:12:32.307-07:00Don't screw up Ford! Give Jason the 2011 Explorer!<div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TEeq9evmbaI/AAAAAAAAAGg/op8AzgQd0rY/s1600/Ford-Explorer.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" hw="true" src="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TEeq9evmbaI/AAAAAAAAAGg/op8AzgQd0rY/s400/Ford-Explorer.jpg" width="332" /></a></div><div class="separator" style="clear: both; text-align: center;"><br />
</div><div class="separator" style="clear: both; text-align: left;">Ford U.S. are doing a great job building the hype for their 2011 Explorer model on Facebook.</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">The page has some great product vids, a healthy amount of discussion and 25 minutes ago they had collected 30,000 'likes' and will now give one of the cars away.</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">30,000. That's a pretty healthy number for them. </div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">Facebook tells us the average user has 130 friends so (potentially) 3.9 million knew <em>somebody</em> likes the 2011 Explorer. </div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">Jason Sider probably doesn't like the 2011 Explorer. </div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">He started a topic on the discussion board about 3 weeks ago proclaiming "Don't screw up FORD!" The thread has 35 posts since he posted his concerns about the "... cameras.....sensors....fuel control dewhickys.....this or those hocus pocus little black boxes," that he feels detract from the essence of a Ford. </div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">He obviously cares about the brand. </div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">I read a great blog post recently that put Social Media moderation very simply:</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><blockquote><em><strong>"... amplify the affection, creatively disarm the reasonably disgruntled, and ignore the unhinged."</strong></em></blockquote>Jason's concerns are quite reasonable - if colourfully put. I'd love to see Ford respond with a touch of panache and, at the least, get Jason down to a dealership to try the new model. He just might like it. He just might buy one.<br />
<br />
In fact, let's see Ford give Jason Sider the 2011 Ford Explorer!!<br />
<br />
<a href="http://www.facebook.com/pages/Give-Jason-Sider-the-2011-Ford-Explorer/114636278585448?created#!/pages/Give-Jason-Sider-the-2011-Ford-Explorer/114636278585448?v=wall">Give Jason the car!</a><br />
<br />
It's easy to get caught up in the excitement of new media and perhaps miss some of the detail of what is happening in your campaign. I really think these small side stories and footnotes can be better handled and allow organisations and people to <em>really</em> demonstrate their passion for what they do.<br />
<br />
Some of the best brand stories come about when you can encourage the disaffected to take another look at who you are. I love winning people over and I think Social Media makes it so easy to do. Lets hope Ford agrees...<br />
<br />
<a href="http://www.facebook.com/pages/Give-Jason-Sider-the-2011-Ford-Explorer/114636278585448?created#!/pages/Give-Jason-Sider-the-2011-Ford-Explorer/114636278585448?v=wall"></a>Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com2tag:blogger.com,1999:blog-2332546821080297740.post-90562614598351894442010-07-15T00:08:00.000-07:002010-07-15T00:08:30.772-07:00Does your marketing have a screw loose?With the World Cup over for another four years (occassional) sports nuts like myself are turning to the Tour de France for their daily fix of action and men in tears.<br />
<br />
It is race of 3600km and of millimeters. Most teams have spent millions to put their team on the track and the race can be won or lost in a heartbeat.<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TD6krtokN2I/AAAAAAAAAGY/RK9QM_o0AyY/s1600/S10Rollout_2477568.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="480" rw="true" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TD6krtokN2I/AAAAAAAAAGY/RK9QM_o0AyY/s640/S10Rollout_2477568.jpg" width="640" /></a></div><br />
Team Sky is a UK entrant with the backing of the global satellite TV giant. They aim to have a winner in the next five years. They take the tour <em>very </em>seriously. <br />
<br />
They adhere to the theory of an 'aggregation of marginal gains'. They believe that if they closely examine every aspect of what they do and make small improvements in every area it can lead to one big advantage over the other teams. <br />
<br />
They have a sleep coach, they have a dedicated 'head of apparel' to get the best from their kit and like F1 teams their workshop floors are painted a specific colour to spot any components that fall off the machines.<br />
<br />
I guess like me you have seen a few organisations with one or two components rolling around on the floor. So what could a review of your marketing mean if you wanted to 'aggregate marginal gains' to find a big advantage over your competition?<br />
<br />
The most important step is to continually review and test everything you have in use in the market.<br />
<br />
Benign considerations like keeping the call centre up to the minute, keeping your POS material looking fresh and interesting or finding the best ISP for your business to give you that extra megabyte of performance can be the difference between a good campaign and a great campaign. Imagine the Old Spice campaign without the rapid-fire responses to questions. It just wouldn't get the same traction.<br />
<br />
Here are a few tips for finding some small gains your competitors may not pursue...<br />
<br />
1. <strong>Comb through your product feedback and reviews</strong> and look at some of the less prominent requests or complaints. You may find a particular segment has a burning issue that you think is insignificant. Listen to them and show them that you have. That segment could be a 'sleeper' and become one of your most profitable.<br />
<br />
2. <strong>Set up regular meetings with your sales team or call centre</strong> that go outside the hierarchy. Provide an incentive to get honest feedback and constructive ideas from anyone and everyone. <br />
<br />
Managers will not always find the best solutions (!?)<br />
<br />
3. <strong>Borrow from other industries.</strong> If everybody is doing the same thing be the one that doesn't (within reason). For loyal customers go the extra mile. Be the one Dry Cleaner who delivers.<br />
<br />
4. Look at what works well in other parts of your business and <strong>apply learning to multiple</strong> <strong>campaigns.</strong> You don't need to reinvent the wheel each time. Knowledge and wisdom about how people behave and what they like is transferable (Duh).<br />
<br />
5. <strong>Train hard.</strong> George Orwell would suggest you 'skill up' your peeps often. It can't be assumed that planting a large daily workload on people will keep them in top shape. <br />
<br />
Often people find the easiest way to work, not the most effective way. <br />
<br />
Give them new challenges, expose them to fresh thinking, send them on a work trip to somewhere they like. <br />
<br />
Do you want a team that gets the job done each week or a team that will climb any hill with ease and win the race in style?Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-38990461968935286742010-07-07T16:38:00.000-07:002010-07-07T16:40:23.416-07:00As Paul the octopus knows: anyone can win on the day.The irrepressible juggernaut of the World Cup has been stunned and sent home.<br />
<br />
Spain has beaten Germany 1-0 earlier today to progress to the final on Monday morning AEST.<br />
<br />
Paul knew this would happen and if he could slurp some knowledge into your ear he would say this:<br />
<br />
Its not the best who will win each time but the best on the day.<br />
<br />
<br />
<object height="385" width="480"><param name="movie" value="http://www.youtube.com/v/nJYv5rul11M&hl=en_US&fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/nJYv5rul11M&hl=en_US&fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br />
<br />
We can all take something away from this. <br />
<br />
If you are the best in your field or a market leader you can't be complacent. Number two knows everything about you and is working every day to be the best. How are you going to prevent that from happening?<br />
<br />
If you are number 2,3 or 12 it means on any given day if you prepare well and have a good strategy or idea you can win the day.<br />
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Desean vivo los españoles!<br />
<br />
Until Monday anyway.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-64446491923986707822010-07-05T17:15:00.000-07:002010-07-05T19:57:23.250-07:003 things you can learn from Roger Sterling & Peggy OlsonI'm a bit of a Mad Men fan. The dialogue, the exquisite styling and the perfectly paced stories are a sweet escape to early 60s Manhattan.<br />
<br />
Roger and Peggy have had very different experiences at Sterling Cooper. <br />
<br />
As a partner Roger has been accustomed to getting his own way. It shows. His dapper persona and incisive barbs keep the place humming and on edge.<br />
<br />
Peggy has made something out of nothing. She has fabricated a career girl out of half-chances and determination.<br />
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There are some things we can all learn from them and apply to our own career/work/life...<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_ffi1zt9Y1e8/TDJ0gXSKg0I/AAAAAAAAAGI/Imy-pqtOf6s/s1600/roger.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="288" rw="true" src="http://4.bp.blogspot.com/_ffi1zt9Y1e8/TDJ0gXSKg0I/AAAAAAAAAGI/Imy-pqtOf6s/s400/roger.jpg" width="400" /></a></div><br />
<strong><em>Roger</em></strong><br />
<br />
1. <strong>Never prepare anything.</strong> That's what the team does. You are a man goddamit and fought to make this country what it is. Are you gonna let this client step all over you? Hell No! Take a bolt of something from the sideboard, stick a 'Lucky' in the corner of your mouth and give 'em what for.<br />
<br />
2. <strong>Know the client's pressure points.</strong> Remember the time that Jap tried to run you through? Same thing. When they lean in and give it their best shot just step to the left grab their arm and apply a verbal chop to the neck. Why bother with a great campaign when you can just knock them into shape with a few quips?<br />
<br />
3. <strong>The impression you make is 95% of the work.</strong> Sure you could work until 10pm, grab a bite at Sardi's and head home around midnight but, why do that when you have a wardrobe of $500 suits? If you look a million dollars, smile like JFK and talk like Muhammed Ali you can get the job done almost all the time.<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TDJ04FNsN6I/AAAAAAAAAGQ/kuXuQ9VJhqE/s1600/Peggy.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="237" rw="true" src="http://1.bp.blogspot.com/_ffi1zt9Y1e8/TDJ04FNsN6I/AAAAAAAAAGQ/kuXuQ9VJhqE/s400/Peggy.jpg" width="400" /></a></div><br />
<br />
<strong><em>Peggy</em></strong><br />
<br />
1. <strong>Take every opportunity you can.</strong> They may have hired you to take calls and work the Rolodex but you have much more than that. You see through the glittering veneer of advertising and know all that it takes is ideas and hard work. What does Don have that you don't? ("...everything, and so much of it."). He made himself just the way you have.<br />
<br />
2. <strong>Others are happy for you to make them look good.</strong> If you have something don't hide it. For every original thinker there are ten hacks who get where they are through fortune and favour. They won't go as far as you though. When you have something great don't let others take the credit. There are too many Dons out there who will let you wallow in the backroom if you don't push them hard. Burn brightly like the Sun.<br />
<br />
3. <strong>Sleep with whoever you need to.</strong> It's not nice but it might help.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-70043935313135919282010-06-29T16:54:00.000-07:002010-06-29T16:57:39.222-07:00On Social Media Day: the good, the bad and the ugly.<div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_ffi1zt9Y1e8/TCqGsR2KO-I/AAAAAAAAAGA/pZ9IYv796lc/s1600/21-social-nets.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="335" ru="true" src="http://4.bp.blogspot.com/_ffi1zt9Y1e8/TCqGsR2KO-I/AAAAAAAAAGA/pZ9IYv796lc/s400/21-social-nets.jpg" width="400" /></a></div><br />
<br />
<br />
Well its 30 June, 2010 (in Oz anway) and Social Media has come a long way. For many people and organisations it has completly changed how they see the world and talk with one another. For others its business as usual and they couldn't give two hoots about SM. No big deal.<br />
<br />
SM has certainly introduced me to many communities of passionate, interesting and engaging people.<br />
<br />
While I'm no expert, I'll cite the DIY ethos of the medium and share some of my thoughts on where SM is at in mid' 2010<br />
<br />
<strong>The Good</strong><br />
<br />
<strong>Great campaigns and deals online</strong>. There's no doubt that short of being there and talking to the person who thought of something great, or made a fantastic product, learning more online is the best way to go. Orgs like Dell are providing compelling offers to form a collective and buy online and campaigns like The Best Job in the World would be half as effective offline.<br />
<br />
<br />
<strong>Collaboration</strong>. I read recently that 95% of user created content is spam but that hasn't been my experience. My recent favourite is The Johnny Cash Project <a href="http://www.thejohnnycashproject.com/">http://www.thejohnnycashproject.com/</a> where you can draw a frame for a music video that is constantly changing based on subimissions and votes. Too much fun.<br />
<br />
<strong>Access to (almost) everyone anytime</strong>. By and large the people I want to speak to make themselves available. Some are happy to have a chat, others just want to speak to people through a different medium. For individuals that's fine. How healthy is it to learn what your fans like and loathe about your work and for fans to have a chance to 'meet' their idols. Too much fun to be had.<br />
<br />
<strong>The Bad</strong><br />
<br />
I still see a lot of organisations <strong>just putting up a sales pitch</strong> on Facebook or posting a sales video on Youtube. What's the point really? You may get a handful of sales but you're souring the majority of future customers. Don't do it.<br />
<br />
Some places have adapted to the new mediums but continue to use <strong>old thinking</strong>. The content is not an honest sharing of what they can do with, and for, you. Its been spun and finessed to within an inch of its life. Its common knowledge now that orgs should be conversing with their community, not talking at it.<br />
<br />
The use of <strong>creative designed for other mediums</strong> is still common. You wouldn't use the same image from a huge billboard on your business card (hopefully) so why is the landing page full of flash when the campaign largely went out to mobile?<br />
<br />
<strong>The Ugly</strong><br />
<br />
More often than we should we see bloggers and online media pumping up their own tyres and pulling down others. <strong>Ego, pride and an 'I know best' attitude</strong> still seem to be common - despite the very nature of Social Media. I'd like to think the people behind these embarassing spectacles will realise they do themselves a disservice and start to feel (and spread) the love a little more.<br />
<br />
I can't wait to see what's next. SM is a constant source of innovation, big ideas made a reality and genuine interaction. Nothing would surprise me and so much will please me.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-48349009392248835842010-06-22T19:01:00.000-07:002010-06-23T18:30:02.107-07:00ATMs: Are they the best way to reach bank customers?Most of us have been marketed to at some point at ATMs.<br />
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We're a captive audience for those 20 or 30 seconds and the banks are looking to cash in on this. I for one get a lot of 'meet your bank manager' nonsense. <br />
<br />
Is the insight really that customers would spend more if they only knew somebody there? Really? <br />
<br />
While it's great the branch is looking to put forward someone to talk to me mano-e-manager they could do so much better.<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TCFnzLxTGhI/AAAAAAAAAFw/ECN94Inqy6E/s1600/atm%2520dogs.bmp" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="287" ru="true" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TCFnzLxTGhI/AAAAAAAAAFw/ECN94Inqy6E/s400/atm%2520dogs.bmp" width="400" /></a></div><br />
<br />
I'd actually prefer some offers or incentives that are relevant to me and my banking. The banks have a wealth of data on us so why not use it to more effect? <br />
<br />
If you know I usually withdraw $200 why not tell me how I could better invest $200 on a regular basis? You know where I spend my money through my eftpos transactions, why not show how that money is better spent with your bank?<br />
<br />
<blockquote>ATM: Hi Warren, I see you've been purchasing rusty bikes through eBay. You know, if you invest the cost of one of those bikes in our super-high interest performer account each month you would have $1,254 at the end of the first year?</blockquote>That would be kind of cool. Creepy, but cool.<br />
<br />
As a Gen Xer I need as many reminders as possible on what I should be doing with my money (beside rusty bikes). I'm not watching the bank ads on TV. I throw your DM away (geez it costs a bomb) and I hardly ever do anything online except my everyday banking.<br />
<br />
If you know people need a name and face at the branch then even have Bill or Belinda Bank Manager worked into the mix. I'm keen to know how they are good with money. Have them give me some money tips. I assume they're good with money so what can they teach me?<br />
<br />
There is so much banks could be doing with ATMs during the time we spend there. I really hope to see more effective, personalised marketing some time soon.<br />
<blockquote></blockquote>Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-14686022879973685602010-06-17T19:47:00.001-07:002010-06-17T19:48:16.274-07:00But it's true!<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TBreOYZZiQI/AAAAAAAAAFA/V8eA121v63g/s1600/difference-between-marketing-pr-advertising-and-branding.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" qu="true" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/TBreOYZZiQI/AAAAAAAAAFA/V8eA121v63g/s640/difference-between-marketing-pr-advertising-and-branding.jpg" width="211" /></a></div>Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-82767139319108410552010-06-02T01:36:00.000-07:002010-06-02T01:36:10.396-07:00Where (exactly) the bloody hell are they?This week the ad industry collectively shrugged its shoulders as the new Tourism Australia campaign was launched. <br />
<br />
The 'Nothing like Australia' TVC received mixed reactions as either an effort by Tribal DDB to put the Bingle bungle behind us (and play it safe) or an "... innocent and charming" look at the real Australia, as seen from afar. <br />
<br />
<object height="385" width="640"><param name="movie" value="http://www.youtube.com/v/bvH4vSeGz4I&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/bvH4vSeGz4I&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object> <br />
<br />
While many were wringing their hands at the setback to the brand, a "wonderful piece of creative from 1987" said one comment on mUmBRELLA, the ultimate test will be - does the ad work? <br />
<br />
Effective campaigns connect with the target market with an unmistakable and irresistible truth. This requires research, careful planning and execution and often the willingness to put forward creative that sells, not sell creative. <br />
<br />
A fine example of this is the Pringles 'can hands' banner ad that won Silver at Cannes in 2009 (should that be 'Cannes hands silver to Bridge Worldwide?').<br />
<br />
Play with it here... <br />
<br />
<a href="http://awardshome.com/cannes2009/pringles/can-hands.html">http://awardshome.com/cannes2009/pringles/can-hands.html</a> <br />
<br />
There were other, more exciting ads and campaigns on show but the little thing is just irresistible. <br />
<br />
The more you click, the more you enjoy yourself. <br />
<br />
The more you enjoy yourself the more engaged you become with the Pringles brand. <br />
<br />
A neat benefit of the ad is while its aggregating clicks for the client (nice for the agency too!) the consumer is repeatedly saying 'yes' to the brand and creating trust through a medium known for shenanigans. <br />
<br />
By the final message (I won't spoil it) the truth that 'YOU are awesome!' is established and Pringles said it. Repeatedly. <br />
<br />
It was not fancy. The colours are terrible. The budget could have been about US$97.25. <br />
<br />
But it worked.<br />
<br />
There were extraordinary clicks and time spent with the ad was over five minutes. There were 100,000 visits to the staging server in one day, great stats for sharing through social media (one person per minute tweeting the ad) and 100% positive comments through social platforms.<br />
<br />
The banner ad was perfect for the audience and for Pringles. While the idea was clever it also showed a strong understanding of the main target segments and what pushed their buttons. It got under their skin and connected with them for five minutes in <i>their</i> world. <br />
<br />
Kevin Johns recently asked in BandT "... [if many] practitioners have fallen perilously out of touch with the man on the street?" And it's a valid question. <br />
<br />
Whether you're a creative, a suit or the guy who signs the cheques you should be concerned about meeting the client's needs by helping to produce the work that <em>should</em> be made. <br />
<br />
Even if it looks like it's from 1987.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-53215054374476422152010-05-26T17:54:00.000-07:002010-05-27T21:51:22.053-07:00The devolution of social mediaA few disparate news items in recent weeks suggest that a new mood has swept through social media recently.<br /><br />The very things that made social media so engaging in the early days are now working against it. It's easy to do, anyone can be involved and the reach is incredible.<br /><br />So now everyone finds it easy, we're all involved and we're all connected. <br /><br />But that's not really what we wanted, is it?<br /><br />The notable investment in a small project called Diaspora*, the unpalatable privacy issues around Facebook and MySpace and the many people deleting their social profiles suggests a strong appetite for a different model.<br /><br /><object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/oqxQgfQD24M&hl=en_US&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/oqxQgfQD24M&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object><br /><br />If digital natives are looking to close their circle and focus on the people that really matter to them, what does it mean for brands looking to engage people in this space?<br /><br />Well for one thing, it spells the end of @BobatCocaCola and @earncashfast etc... <br /><br />I imagine once social circles start closing only real people and real entities will be welcome. In a people-oriented space many organisations will stand out like...<br /><br /><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S_3yRMRLHMI/AAAAAAAAAEM/gP49UrS87oU/s1600/dogs_bollocks.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 388px; height: 400px;" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S_3yRMRLHMI/AAAAAAAAAEM/gP49UrS87oU/s400/dogs_bollocks.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5475799099117345986" /></a><br /><br /><br />Many commercial forays into social media will simply fall over and organisations will find themselves having to reassess the landscape once again. "How do I continue the dialogue with the people who have moved on?" will be a big question.<br /><br />The most obvious answer is, let your people continue to tell the story.<br /><br />Often the best way to tell your brand story is through the people who believe in it and live it every day. <br /><br />Your staff, customers and suppliers will be part of these closed networks so encourage them to be involved in social media and, when it's right, to talk about what they love about your new product or service.<br /><br />This is not new thinking but it will become crucial to the survival of many brands if the terrain shifts in the next year or two.<br /><br />I now think back to some early theory on how social media was taking shape:<br /><br /><em>"Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing." <br /><br />"Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Compan</em>ies that have no part in this world, also have no future."<br /><br />That was 1999.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-3255481146804796672010-05-18T16:26:00.000-07:002010-05-18T17:31:04.107-07:00The Revolution Will Not Be Televised<a href="http://4.bp.blogspot.com/_ffi1zt9Y1e8/S_Mvg63rB8I/AAAAAAAAAD8/mzpParJ46Kc/s1600/youtube-logo.jpg"><img id="BLOGGER_PHOTO_ID_5472770214790367170" style="DISPLAY: block; MARGIN: 0px auto 10px; WIDTH: 400px; CURSOR: hand; HEIGHT: 283px; TEXT-ALIGN: center" alt="" src="http://4.bp.blogspot.com/_ffi1zt9Y1e8/S_Mvg63rB8I/AAAAAAAAAD8/mzpParJ46Kc/s400/youtube-logo.jpg" border="0" /></a><br /><br />This week YouTube announced it gets <strong>2 billion hits per day</strong>.<br /><br />Only seven months ago it was 1 billion hits per day.<br /><br />As one of the prime vehicles for user-driven content many see YouTube becoming part of the 'media cloud' under the Google brand that will dominate the skyline in the next couple of years.<br /><br />So what does this mean for brands?<br /><br />Well for established brands traditional media will continue to be an important part of their marketing mix. Australian adults still watch over 3 hours of TV per day on average. The developing Apple media empire will still deliver value through magazine and newspaper advertising, albeit in a different format.<br /><br />For emerging brands though it is worth considering what represents the best value for money and what people are actually viewing these days in terms of content. Where should you focus your spend and how should your create authentic brand experiences?<br /><br />From a certain perspective, user-driven content = authenticity. For a large share of the market what they consume online through YouTube, Vimeo, Digg and the like or through countless blogs is real. TV is not real.<br /><br />There are some easy ways to grow your brand through online content sharing.<br /><br />1. <strong>Give your customers or audience the tools and incentives to create content on your behalf</strong>. Many brands do this well already with much success. Why try and sell a product to a cold prospect when a customer can do it that much better for you?<br /><br />2. If you are looking at an integrated campaign <strong>choose your channels carefully</strong>. Last year I experienced a great intiative by Subaru as part of the 'All About the Driver' campaign. My Subaru was given a pit stop spruce up on Kings Way during peak hour. Awesome! The follow up was a cold, impersonal phonecall. What a let down.<br /><br />3.<strong> When you create content to share make it interesting, infectious and organic</strong>. Sure you can make nice ads but if it stinks of advertising, its online potency will be reduced. T-mobile hit a sweet spot with this campaign...<br /><br /><object height="385" width="640"><param name="movie" value="http://www.youtube.com/v/VQ3d3KigPQM&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/VQ3d3KigPQM&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object><br /><br />This clip has had over <strong>20,000,000</strong> views so far on YouTube.<br /><br />For now TV will still be important to many brands in keeping front of mind but if your brand is an aggresive new player ask yourself: "Will our (brand) revolution be televised?"<br /><br /><object height="385" width="640"><param name="movie" value="http://www.youtube.com/v/BS3QOtbW4m0&hl=en_US&fs=1&"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/BS3QOtbW4m0&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-71620357049562958592010-05-10T03:25:00.000-07:002010-05-10T17:27:56.328-07:00Does your brand live in a cul-de-sac?We've all been stuck in one of those nightmarish suburbs where every street is a dead end. Display home after display home rolls past like a never ending brochure from Delfin or Metricon. In town planning the cul-de-sac is fast falling out of favour. Residents have to drive further, have limited access to public transport and other services and suffer from a lack of community integration.<br /><br /><a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S-iY-w_5WuI/AAAAAAAAADs/G1fZ2lWQFc0/s1600/cul-de-sacs.gif"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 193px;" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S-iY-w_5WuI/AAAAAAAAADs/G1fZ2lWQFc0/s400/cul-de-sacs.gif" border="0" alt=""id="BLOGGER_PHOTO_ID_5469789951513680610" /></a><br /><br /><br />A recent study that looked at the options for a 1km walk in any direction (above) for residents in cul-de-sacs showed a distinct lack of options compared to those living in more traditional urban grids.<br /><br />The same cul-de-sac planning is evident with so many of our stronger performing brands. When a marketing strategy or tactic works the temptation to repeat the exercise over and over is strong. If your eDMs or POS are working well enough - and the ROI is respectable - why change it up? <br /><br />Without realising it we can create cul-de-sacs in the market where people are receiving the same messages through the same channel time and again. Pretty soon the scenery starts to look familiar.<br /><br />So how can we keep people interested and give them a deeper engagement with a brand? One technique that springs to mind is to tell your brand story in a different way.<br /><br />Avis and DDB had a lot of success with 'We Try Harder' in 1962. Their insight was that as the second placed car rental supplier they had to try harder with their service to win customers. I'm sure a lot of their advertising was around airports and bus terminals, wherever people were in the market for a rental. That's important.<br /><br /><a href="http://2.bp.blogspot.com/_ffi1zt9Y1e8/S-ifqPOze6I/AAAAAAAAAD0/F3h5LsEVN8E/s1600/AvisNeedsYou64.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 295px; height: 400px;" src="http://2.bp.blogspot.com/_ffi1zt9Y1e8/S-ifqPOze6I/AAAAAAAAAD0/F3h5LsEVN8E/s400/AvisNeedsYou64.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5469797295433415586" /></a><br /><br />Imagine if they extended the idea beyond the bus terminal and had Avis staff on selected bus routes for a month handing out cushions or cups of 'hot joe' and newspapers to weary interstate or overseas commuters. What if they designed branded lounge chairs for airports that were the most comfortable you could sit in? They could even have had Avis staff pumping gas at gas stations within 2 miles of commuter interchanges. There are so many ways you express the proposition that 'We try Harder'.<br /><br />The advantage to mixing up your messaging in such a way is that when people come across a billboard or newspaper ad that states 'We try harder', they bloody well believe it. <br /><br />It's not too hard to find ways to engage both your current and target markets in new and interesting ways. We've all been looking at the big numbers in research, segmentation and other types of analytics. What are most of our customers reading, buying or watching? 32 per cent read that? Great! 24 per cent also like that? Fantastic! Chances are though that your competitors will be reading it too and relying on the same data for their campaigns (Hello to the Big 4 banks and the recent wave of "we're here for you" marketing.)<br /><br />What if you dig a little deeper and look at some of the insights that haven't been tested? Perhaps you just might find a map out of your brand cul-de-sac?Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-51900405987619931302010-05-04T19:31:00.000-07:002010-05-05T03:57:52.216-07:00No longer just For Squares<a href="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S-DZ-yRZbsI/AAAAAAAAADc/JDoWfRa7hyA/s1600/foursquare.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 200px;" src="http://3.bp.blogspot.com/_ffi1zt9Y1e8/S-DZ-yRZbsI/AAAAAAAAADc/JDoWfRa7hyA/s200/foursquare.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5467609620297641666" /></a><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />Last week Four Square became exciting for me.<br /><br />I have been diligently checking in for months, I'm the 'Mayor' of a few cool places but so what? What's in for me and what's in for the places I visit?<br /><br />In Europe and the US its going gangbusters and reminds me of the way twitter took off a couple of years ago: three figure monthly growth, large spikes in unique site visits and so on. <br /><br /><br /><a href='http://siteanalytics.compete.com/foursquare.com/?metric=uv'><img src='http://grapher.compete.com/foursquare.com_uv_310.png' /></a> <br /><br /><br />Facebook has recognised the huge potential of geo-location services and is trying to incorporate features into its model with some success. <br /><br />So I'm drinking at one of my mayoral shires in the CBD and I notice some of my twitter friends I haven't heard from in a while have checked in nearby on four square. We 'shout' at each other on four square and meet up at one of our haunts nearby. <br /><br />Isn't this fun now? I think.<br /><br />What is its potential in Australia? Well in Europe and the US its replacing card based loyalty schemes and is being used for push marketing to some effect.<br /><br />I reckon it would rock if some co-branding was tested on the platform. If I'm loving checking in so much at your venue what other places should I visit? What deals have you got for me elsewhere? Better yet - can I redeem four square loyalty points at other businesses that you partner with?<br /><br />I've just wandered all over town looking for those acid yellow Puma Clydes I wanted, where can I get a drink that's as cool as my shoes?<br /><br />There's even potential to create virtual environments on four square where brands throw up virtual 'geo-zones' over locations for events or even permanently.<br /><br />Your brand sponsors a concert or festival? Throw up a 'zone' on four square for people to check into. They get points and rewards and you get the market share for the locality on four square.<br /><br />Now THAT's exciting.Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-44766730404488710562010-04-28T16:25:00.000-07:002010-04-28T16:47:41.564-07:00<object width="480" height="385"><param name="movie" value="http://www.youtube.com/v/cL-his72x1c&hl=en_US&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/cL-his72x1c&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object><br /><br />The Federal Government's decision to ban branding from cigarette packets at point of sale is likely to be met with horror and dejection from manufacturers and advertisers alike.<br /><br />From a certain perspective it presents a great opportunity for the industry.<br /><br />With no visual way to distinguish one brand from another the opportunity to sell on product quality is huge.<br /><br />If you put it in the mind of consumers that your brand has a superior taste, finish and reduced health risks compared to other brands they will ask for your brand first.<br /><br />Of course you could suggest they try brands at random and they won't be satisfied. Lets call call it the placebo affect. If you tell them your brand is best, they'll believe you. Its just like the good ol' days of cigarette advertising as personified by the 'It's Toasted' campaign for Lucky Strike in Mad Men season one.<br /><br />But that's if you like smoking.<br /><br />It's a filthy habit ;-)Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0tag:blogger.com,1999:blog-2332546821080297740.post-35425043313019597572010-04-18T16:47:00.000-07:002010-04-18T17:26:21.615-07:00<object height="225" width="400"><param name="allowfullscreen" value="true"><param name="allowscriptaccess" value="always"><param name="movie" value="http://vimeo.com/moogaloop.swf?clip_id=10756110&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1"><br /><br /><embed src="http://vimeo.com/moogaloop.swf?clip_id=10756110&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1" type="application/x-shockwave-flash" allowfullscreen="true" allowscriptaccess="always" width="400" height="225"></embed></object><br /><br /><br /><p><a href="http://vimeo.com/10756110">Solidarité</a> from <a href="http://vimeo.com/laboiteconcept">La Boite Concept</a> on <a href="http://vimeo.com/">Vimeo</a>.</p><br /><p>You may have already seen this clever use of outdoor by French agency BDDP & Fils. While the execution is exceptional the vision by the agency and client is more so.<br /></p><p>The not-for-profit sector is densely populated by organisations and agencies not willing to take a risk with their campaigns and try something new. The modest return through tried and true methods is always smiled upon.<br /><br />Solidarites International are to be commended for running with an idea that captured the imagination and used simple copy to maximum affect. What else would have worked with the campaign I wonder?</p><p>A supporting outdoor element could have been drink vending machines by a water retailer do drive home the message. Visibly tainted bottles of water could have been displayed alongside regular product to demonstrate the scale of the problem for so many people. The vending machines could both sell water and take donations for the client by mobile phone or credit card. A courageous use of this idea would see purchasers try their luck with receiving a clean bottle of water and when a dirty bottle was received the money becomes a donation to the client.</p><p>If the campaign was run in Melbourne a great PR opportunity would be to make use of the Yarra river. To use outdoor once again, coffins could be floated down a section of the river to show how many people unsafe water kills every minute or hour. With permission, you could even colour the river to show how much water is tainted in various parts of the world. </p><p>With the market suffering from compassion fatigue a challenging and thought-provoking solution is needed to achieve results in such campaigns.</p><br /><br /><br /><p></p><br /><br /><br /><p></p>Warren Davieshttp://www.blogger.com/profile/15928615165935246617noreply@blogger.com0