Archive for the ‘Social Media’ Category
Fashion Forward: Social Media is the Latest Industry Trend
Thursday, August 5th, 2010
At first tentative and conservative, the fashion industry is now strutting at full force down the social media catwalk. Marc Jacobs pioneered the trend during Fashion Week 2010 by partnering with Foursquare to create a “Fashion Victim” badge. Users were able to “check in” to Marc Jacobs stores to unlock the badge. Four of the lucky badge holders received tickets to the Marc Jacobs fashion show. At the time, Marc Jacobs was one of the only brands in the industry experimenting with social media as a part of its marketing efforts. Now, Mashable reports that luxury brand Louis Vuitton is the 14th most popular brand on Foursquare (putting it ahead of the social media savvy crew over at Mashable).
Lately, the fashion industry is becoming a daring and innovative leader in the social media space. This month, Allure has partnered with Microsoft Tag for a $750,000 fashion and beauty product giveaway. Users simply scan a code at certain times of the day to enter the drawing for a wide variety of products (stay tuned for updates as I experiment and report on the ease-of-use and success of this giveaway). Calvin Klein also ran a mobile campaign on a smaller scale with the installation of a large QR code on an NYC billboard. Unlike Allure, Calvin Klein didn’t provide any monetary incentive to scan the QR code.
Old Navy recently caused a stir at the SCG office when it launched the “Booty Reader” web application that prompts women (and apparently, Cody Goins) to upload photos of their backsides to help determine which pair of Old Navy jeans will be the best fit. While Spring Creekers are doubtful of the accuracy and user-friendliness of the campaign, Old Navy put itself on the social media map.
While the success of some of these social media campaigns is yet to be determined, fashion brands are proving themselves as forward thinking marketers and at the very least they are increasing buzz not just in the fashion world, but in the social media world as well.
One Night in July: SMC Seattle and gdgt Live
Wednesday, July 28th, 2010If you’ve worked in the Northwest, or pretty much anywhere, you know that the July-August timeframe can be somewhat lazy and a bit slow-moving as far as getting things done goes. However, it seems as though this week will be the exception. Last night Spring Creek Group, along with Microsoft Office 2010, sponsored the SMC Seattle event featuring Jason Falls. Then, as if there needed to be something else to do, some of the SCG team headed down to Showbox SoDo for the first-ever gdgt Live Seattle event.
#SMCSEA
The event with Jason Falls was probably a bit hard to take for some of those in the audience – people Falls would lovingly refer to as “hippies” or “social media purists.” Falls focused on how social media can actually be used to move beyond the lovey-dovey feel good and have a true impact on sales and the bottom line.
You could actually hear the gasps from people in the audience during a couple times when Falls would say something that no one expected a “guru” to say, but that’s because he doesn’t see himself as a guru, but part of the larger marketing mix. Falls also showed some great examples of how brands are using social media for real results, even without gimmicks and fancy campaigns (in fact, one was even a drug store that simply gave their users an easier way to access their circular via their Facebook page).
For more info on moving the needle, you can check out http://www.socialmediaexplorer.com/.
gdgt Live
If you’re into shiny gadgets, free drinks and swag, then you should’ve been at the gdgt Live Seattle event last night. Some of the makers of the hottest new gadgets on (and about to enter) the market were on hand to demo their products and let users get a little handsy.
The SCG team made the rounds and were delighted to see Dragon Dictation (from Nuance) there demoing their speech-to-text application for iPhone and iPad. The software makes it fairly easy to dictate and then allows you to send it to text, email, Twitter, and even Facebook.
The team also met the social media players from @virginamerica and got to talk shop with the growing team about what tools and tactics they’re using in their quest to make passengers’ travel just that much better. They recently rolled out a new version of their in-flight entertainment system, Red, and were showing video and talking about some of the new features which include: The Red Store (think SkyMall in digital form, but with a $38,000 diamond encrusted iPhone), the ability to keep a tab in the system, and Google Maps integration that brings terrain views to passengers.
Lastly, we got a chance to get hands-on with the Windows Phone 7 operating system (but sadly not an actual handset) as we stopped by the Windows booth and talked with our friend Brian Seitz (who also works with a great Seattle group called Cold Pavement). Besides the new mobile OS, the Windows area also had some Windows 7 goodness going on as well as an Xbox set up (although I’m not sure what they were doing on that thing other than playing games).
And now for photos…
Ron, Courtney, and Aaron with Microsoft’s Brian Seitz. See the Windows Phone 7 on display?
Aaron with our new friend Jill from Virgin America. She runs the @virginamerica Twitter handle! Sorry for the lack of focus.
Forrester Suggests Major Marketers Play a Waiting Game with Foursquare
Tuesday, July 27th, 2010
If you’re thinking about jumping into the location based game full-on, Forrester might cringe just a little bit – that is unless you’re a gaming, consumer electronics or sportswear company (all of which are doing well with the small audience of mostly males). Check out more on the report on AdAge.com and read an excerpt of the report here.
While we actually believe brands can take the LBS and mobile space and extend their reach to consumers in the real world, we certainly don’t think it’s the silver bullet (which I think Forrester would agree with, given this report).
While the four percent number is a bit scary to look at, it’s still an audience that is obviously in tune with the social media world and is still a passionate one at that.
We’ll definitely be staying on top of this story and related stories in the coming weeks.
The Daily Ditto
Wednesday, July 21st, 2010
We just got done absorbing the MediaPost article, “Wanted: Long-Term ROI Metrics” and so we’d like to give you our take on it: we agree. That’s it—thanks for reading!
Ok, fine. We reaaaaallly agree. As the man points out, the biggest difference between social media and other more traditional media is the time scale over which each marketing practice takes place – or in social media’s case will take place, bearing in mind it’s considerable infancy.
He says here (and as we’ve said before), the multiple channels of conversation and interaction that social media can provide are a great way to establish a long-term (possibly even lifetime!) relationship between a consumer and a brand.
These seemingly minute and insignificant interactions that happen every day between users and various brands via social media can really add up. And the sum of that equation is brand trust, further brand appreciation, and an aggregated collection of unexpected, valuable, and often delightful brand engagements.
Social Cardstock
Wednesday, July 21st, 2010
On the bus, heading home from work, I initiated a conversation with a stranger, and we chatted for a good half hour. When we parted ways, he pulled a business card from his wallet, and passed it my way; I accepted of course. The card was comprehensive enough, providing basic business information, but it wasn’t social media friendly; there were no Twitter, Facebook, or LinkedIn URLs. From a person who had a lot to say, I was a little surprised. The website domain wasn’t listed either, but the email address gave that away.
Although the iPhone Bump app is a good way to exchange contact info social media style, traditional business cards remain the norm, and I don’t see them disappearing anytime soon. In fact, a recent Mashable article explored 12 clever social media friendly business cards:
Including social links on your card not only showcases your progressive approach to doing business, but it also gives your business contacts more choices in how they communicate with you.
We all know that making a good first impression matters, and the man I spoke with made a good one. But the company was missing out on an opportunity to connect with me online via their Twitter handle, which I discovered later. Regardless, the experience reminded me that offline exchanges are as important as those online. And when it comes to business, whether in the realm of social media or not, connecting the two whenever possible is paramount.
2D Codes: Engage on-the-go
Friday, July 16th, 2010
his week, Calvin Klein is giving billboards a makeover. No longer just static forms of advertisement, the billboards are employing QR to engage with Smartphone users on location by urging them to “Get It Uncensored.” Smartphone users (who have the appropriate scanning software) can take a photo of the billboard, which pulls up a 40-second commercial featuring several Calvin Klein models. Then, in traditional social media fashion (no pun intended), viewers can share the code on Facebook and Twitter. The use of the QR code as the billboard image is definitely attention-grabbing and more engaging than traditional billboards. However, the use of the QR code is also risky because it is essentially a form of opt-in advertising; if you don’t scan the image, you won’t be receiving the full message. The audience is also limited to the smartphone users with scanning capabilities. This means that Calvin Klein is relying on three things:
- Smartphone users will be curious enough to snap a photo of the billboards.
- The users will share the 40-second commercial on their social networks.
- Media buzz surrounding the innovativeness of the campaign will bring attention to the brand.
As more and more people are becoming smartphone users, QR codes will likely add an important, interactive layer to traditional advertising. The Calvin Klein advertisement has already gained significant buzz on Twitter (mostly tweets that link to articles about the new strategy rather than the commercials themselves). Either way, the ad got people talking.
The fashion world is not alone in its experimentation with QR technology. The City of New York is now putting QR codes on the sides of 2,200 New York City Department of Sanitation trucks. Residents use their smartphones to pull up instructional videos on how to recycle. For the city, putting QR codes on trucks is more economical than placing an advertisement on a billboard. While scanning how-to-recycle QR codes may not be as compelling as scanning Calvin Klein QR codes, the New York City initiative demonstrates the increasingly important role of mobile in creating engaging and cost effective advertisements.
For those who are without Smartphone, similar forms of interactive advertising are gaining popularity as well. Jagtag is combining traditional print media with digital media by allowing users to MMS photos of 2D barcodes in print advertisements to instantly receive digital
content from a brand (such as tips, coupons, and branded entertainment). Tops brand have already begun incorporating these barcodes into print advertisements. Dunkin’ Donuts displayed a barcode on its subway print advertisement; passengers who took a photo of the “JAGTAG” and sent it to the MMS number received a coupon back to their phone. This is one of the most notable and thoughtfully calculated uses of the JAGTAG technology because Dunkin’ Donuts is capturing their audience at such a receptive time (during their commute) and thereby increasing the chance that the audience will engage with the ad.
Mobile is becoming an increasingly important venue as marketers search for new ways to engage and interactive with audiences who have increased capabilities to connect on various platforms. The use of QR codes and barcodes is just one way in which marketing is going mobile. Will you opt-in?
Sources:
Tour de Awareness
Wednesday, July 14th, 2010
I’ve already written about how you could stay connected to your hobbies through Twitter using cycling as my example. I’d like to point out another very powerful and positive role that social media can play. While following cycling and, at the current moment, the Tour de France, I was made aware of a great campaign for a cause.
First, a little background: Every year at the Tour de France people paint, write in chalk or otherwise cover the roads of France with messages. Most often messages to their favorite riders or expressing their national pride with flags, and even on occasion some sort obscenity to get caught by the unsuspecting helicopter cam for a laugh.
During the first broadcast on TV and later through my Twitter feeds, I began to notice chatter from folks about the CHALKBOT. “What is a CHALKBOT?” I thought. Harnessing the power of social media and following the cycling tradition of writing messages along the course of the Tour de France, folks at home can follow on Twitter, like the Facebook page and sign up at LIVESTRONG.org to send a message of inspiration to the CHALKBOT, a van with a giant “chalk-jet” printer towed behind it following the route that the Tour de France riders will be racing. Your sent messages are then printed out by the CHALKBOT along the route for all to see. With 10’s of thousands of fans daily along the route plus a plethora of video and TV feeds from cars, motorcycles and helicopters filming the race, these messages will be viewed all over the world.
Lance Armstrong wants to promote cancer awareness and is using his celebrity to do so, coupled with social media. A pioneer of viral marketing, the LIVESTRONG organization has had great success with organic, grassroots awareness campaigns. Remember the yellow bracelet craze that raised 100’s of million dollars? They are no stranger to social media, and with the CHALKBOT they have taken it to the next level. Log on, Tweet your message, see your message on a road in France during the Tour de France. Nike will even send you a picture of your messages printed on the Tour de France with a GPS coordinate for you to see it on the road. In addition on the LIVESTRONG website there is an interactive map with coordinates for folks who posted messages.
Today was stage 10 of 21, meaning there are 11 more days left in the tour. This year’s tour is 21 days long, with 3596K or 2234 miles. That’s plenty of room to for your message to be chalked. With so many people tweeting pics of their messages, sharing them on Facebook and LIVESTRONG forums, this is easily one of the coolest and innovative campaigns that I have seen. I tip my hat to Lance Armstrong, LIVESTRONG, and Nike for giving people a chance to participate in something this worthwhile. And it’s nice to see social media acting as the proverbial bicycle that the team rode in this Tour de Awareness.
Old Spice Man responds to your questions on YouTube
Tuesday, July 13th, 2010My longstanding quest to learn how to become a “real man” is over. It is over because the folks at Old Spice have not only taught me how a real man should look, smell, and act, but now, how one should tweet.
Earlier today, the already witty and masculine twitter handle of @OldSpice began answering fans’ @replies through personalized YouTube videos! The videos show the Old Spice guy, Isaiah Mustafa, wrapped in a towel in a bathroom answering @replies on Twitter, Yahoo Answers, and YouTube comments.
Here’s one of my favorites. A response to a YouTube comment from bballgirlsl981: “LMAO omg i freaking? love these ” – @OldSpice man attempts to clarify what “these” she means!
After watching a few of the other videos, I was “LMAO” like bballgirlsl981 and realized there was more to these macho six-pack ab videos: a well articulated, branding and social media strategy.
Although these videos only have direct engagement with one user, you could imagine the WOM and pass-a-long factor for bballgirlsl981 and her social networks. After the viral bug hit these Old Spice videos, I’m sure @OldSpice followership gained exponentially not only for the entertainment value, but due to the influx of @replies in hope of a video reply from a shirtless Mustafa.
I’d love to see more of these upclose-and-personal video replies – both from celebrities and brands. Brands could link instructional how-to’s or make important company statements, and celebrities can answer some of their Twitter followers’ most important questions. Questions like “@justinbieber: How do I get hair like the “Bieber-Cut?”
Those here at the office will tell you about my school-boyish excitement when Candace Cameron, aka D.J. Tanner from the 90′s hit show Full House, replied to my @reply with a “thanks, will do 
” Shoot, I almost screen-capped that baby! Needless to say, personalized video @replies create a greater connection with your fans, and brand ambassadors. It’s another way to get closer to your fans and followers.
Okay, I just mentioned Justin Bieber, D.J. Tanner, and Full House. I clearly need a little more Old Spice…
I’m on a horse.
What Will the Internet Do For Social Relations?
Friday, July 9th, 2010
While nothing can simulate face-to-face conversation, the Internet certainly complements, and the results of a recent study by the Pew Research Center’s Internet & American Life Project suggest that the social benefits far outweigh the negatives.
Whether through social networks, email, Twitter, or Facebook, the Internet and its corresponding array of social media tools lowers traditional communications constraints of cost, geography, and time, allowing people to connect and share information in ways once never thought possible. When it comes to communication, place is quickly becoming a non-factor. Plugged in via Ethernet, Wi-Fi, 3G, or even Satellite, these and other networking technologies have extended our reach, shaping and reshaping our social lives.
Of the 895 non-random online survey respondents, consisting of technology stakeholders and critics, 85% agreed with the following statement:
In 2020, when I look at the big picture and consider my personal friendships, marriage and other relationships, I see that the internet has mostly been a positive force on my social world. And this will only grow more true in the future.
14% agreed with the opposite statement, which posited:
In 2020, when I look at the big picture and consider my personal friendships, marriage and other relationships, I see that the internet has mostly been a negative force on my social world. And this will only grow more true in the future.
Though negatives were noted by respondents (e.g. time spent online robs time from important face-to-face relationships, the exposure of private information, the potential for shallow relationship building, and etc.), the Internet has powered a social media revolution.
How do you see the Internet and social media shaping human relations in years to come?
Social Media Goes to Washington
Monday, June 14th, 2010
Wouldn’t it be cool to live in the times when government was simple? When you knew all the issues that were out there and you could put in your two cents. That was like 200 years ago but those were the days. Now, in these fast-paced modern times, I have no idea what my representatives are voting for in my name. But I can guarantee that politicians that I’ve helped put in office have voted for bills that would make me cringe. This isn’t something I’ll be able to control anytime soon (until I’m 35 and eligible to be the next Barack).
But there’s hope! The YouCut program was introduced a couple of weeks ago on Eric Cantor’s website. Each week the site gives you a choice of five porky government programs to cut and opens it up for voting by text or web. At the end of the week the votes are tallied and the winner is proposed to be cut before the House of Representatives. In its first week 280,000 Americans voted to cut an initiative that scales back welfare requirements that would have saved 2.5 billion dollars. The cut failed to pass with a vote of 177-240.
Regardless of your political persuasion you have to admit that this is pretty cool. I’d love it if more representatives gave their constituencies a say in the issues. Eric Cantor and his fiscally conservative posse are blazing trails and hopefully we’ll see more politicians jumping on social politics bandwagon soon.
