Archive for the ‘User Generated Content’ Category
Yesterday, social media people from around the Danish kingdom gathered in our capital to get a taste of how the big guys from the land that gave us facebook and twitter brew their social media coffee. For two solid hours Matthew Guiste, Director of Global Social Media, Starbucks (US), showed us how you go from dating to having an actual relationship with your customers. With “My Starbucks Idea”, (http://mystarbucksidea.force.com/), the company has taken user engagement to a new level and proven that asking your customers can lead to great product innovation, proud employees and most importantly devoted customers.
This particular case is only one of several great initiatives from the coffeemaker who also had brand lovers from 156 countries singing all time Beatles favorite “All You Need Is Love” simultaneously online – check out the noticeably weird Danish contribution 2 min. into the video, which apparently the most views of all the countries:
However, the big question yesterday was obviously how they’d managed to actually do this. Why do these initiatives become a success? How do you attract and keep 13.928.404 users on your facebook page? What is that secret recipe to actually making social media a brand success? We have books, blogs and newsletters full of pointers and checklists but everybody knows that it’s not enough. What I got from the seminar yesterday was this: A great idea is a good start, almost vital, however the real reason that Starbuck is a success on these platforms is because the entire organization wants this and that this desire to succeed is reflected in the resources allocated to every project. One example is the 40 employees from across the organization that spends 2 hours each week answering suggestions from users on “My Starbucks ideas”. Even more impressing, if it’s decided that an idea is good enough to carry out, the organization is actually able to get things rolling.
Most Danish marketers would immediately dismiss integrating a similar concept, due to lack of resources, i.e. money. This is a shame for two reasons: firstly, the monetary benefit of having loyal and active users is never really discussed or compared to the amount of money spent on paid online advertising. Secondly, companies often fail to accept that “resources” is also about getting management and employees involved and engaged, so that the voice of the company on either facebook or other platforms really is the lady in the counter or that guy in production, which makes the job very hard for marketing to carry out all on their own. So summing up, social media is mainly about two things: getting a great idea and all round internal commitment!
In the future more and more important services/sites will be aggregations of content such as Huffington Post. Services, based on the user’s own preferences either because the user seeks them out herself or based on bespoke content tailored to each person’s taste.
Now, Flickr co-founder Caterina Fake has developed a new site called Hunch which provides customized recommendations. Hunch proposes a concrete and customized recommendation for all kind of topics and refines its results by asking you questions about both the topic itself and who you are.
LIKE HAVING A FRIEND
Increasingly, the Hunch technology will learn the individual user’s personality and preferences like a friend who over time will get to know your taste, so she can provide trusted advice.
Yesterday some friends mentioned this blog Copenhipster – I don’t know what to think… is it too much to make fun of certain artists, designers and others who actually add to cultural life or is it fun and okay? Mainly because it’s not Vibskov and the rest of the crowd they are making fun of, instead who is really being ridiculed are all the laggards including me who follow a few in terms of fashion, likes etc. but still feel oh so individualistic?
And why is the person/people behind staying anonymous? It’s pretty clear when you read the blog that it is someone who knows the socalled hipster crowd, someone who go to the same clubs, bars, places, If not, this person must have serious stalker issues… my friends were split too: Some of them thought of the blog as an expression of an envious outsider. Others felt amused eventhough they or some of their friends were also exposed.
One thought: What if it is actually a commercial company who is behind just proving how they are able to tap into a certain crowd, then they’re goooooooood – they certainly managed to become the talk of the town at the dinner yesterday!
From the blog:
Next week I’ll be attending New Media Days and the program looks promising. I’ll be blogging from the conference to let you in on some of the hopefully new and inspirational stuff. Last year Obama’s campaign was one of the great topics using social media as a crucial platform. But one of the presentations that made the biggest impact on me was Jonathan Harris working on projects in the intersection of art, technolgy and social media.
One of these projects is We Feel Fine (wefeelfine.org) Harvesting human feelings from a large number of weblogs We Feel Fine gives you updates on human emotion on a global scale. The system searches the world’s newly posted blog entries for occurrences of the phrases “I feel” and “I am feeling”. When it finds such a phrase, it records the full sentence and identifies the “feeling” expressed in that sentence (e.g. sad, happy, depressed, etc.).
Take a look for yourself: wefeelfine.org – there is something truly poetic about it.
Nokia just invited their users to hack their phone…meaning they want the users to link the phone to the users favorite application or appliance. It’s build on open source software, so it should be quite doable. Thereby Nokia rides the coattails of Apple who have users creating apps all the time and are also potentially tapping into user generated stuff like the 3D “head tracker”. Which we have previously mentioned here on the vinyl.
Pretty interesting stuff. Check the link: http://blogs.nokia.com/pushn900/index.php/what-is-push/
Just want to share this spoof: Whoany – a fashion blog making fun of the popular Danish blog Anywho. Whereas Anywho has around 80.000 visitors per month, I’m not sure how many visits whoany’s got but it is increasingly popular.
So far it is only in Danish but the pictures are still great fun.
Just finished the first of two seminars we are hosting on Branded Utility. It went very well. The audience seemed to be very interested in the phenomenon which is certainly good news for us marketers. It is my plan to publish a book on this topic this year – it will have a slightly grander scope and will be called “Branding 2.0″ Basically it is about who you Brand in the new media context, how you relate to and utilize user generated innovation and content, branded communities and utilities, social media as well as the more classic branding disciplines. It is in the making and it should be quite interesting. The first edition will be in Danish. But who knows maybe well do an English version also (or Chinese). Iben Larsen thought it would be funny gimmick too use Google Translate – a utility – to translate a book on branded utilities – and then live with the flaws of course. Then we could say translated into more than 20 languages.
Insidentally this blogpost looks like this in chinese – not bad at all:
Are you into super heroes? Than this will awesome. Its an apadtation of the “Im a Mac. And I’m a PC” style. As Wolverine gears up for his solo film’s release, he contends with Watchmen sociopath Rorscach. Who’s best at inner monolouges? have a look:
My favourite part goes like this:
Wolverine: “Watch it, bub. What makes you think I wont cut you like a fish?”
Rorschach: “The fact that your movie is rated PG13, perhaps?”
Before leaving, take a look at what happens if youre neither Marvel nor DC and get mixed up with all the other guys:
// Jakob the Hulk Murdoch Kal-El Ozymandias Galactus Luthor