Category Archives: Social Media

Twitter’s like Marmite

You either love it or you hate it…but it is addictive.

In this new age of sharing, it has now become our time that limits our sociability. It is only when we go to sleep, or alternatively have no access to either our mobile phones or internet enabled computer (i.e. in my living room unless you are pressed against the window), that we zone out from our social networks. With thousands of followers being followed by thousands more followers, it is no surprise that we can’t keep up with the world outside the front door. Computers really are our window on the world, so much so that we can live every detail of our lives through them, no matter how small and insignificant.

Long live the social blackout of the underground system, that gives us a break from the social abnormality of digital media and let us pray that this doesn’t get compromised for those who already have enough friends but always want more. Are you listening Boris Johnson!

Now check out the video by Stuart Miles from MegaWhatTV…an accurate representation of what we are all thinking…!

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Word of the Day for Friday, February 6, 2009

erstwhile \URST-hwahyl\, adjective, adverb;
Also used as an adverb, meaning formerly.:
former
Before I move, I will tell off my erstwhile friends.
by 1569, from Middle English erest “soonest, earliest” + while.

Clay Shirkly on group action getting faster..

Was lucky enough to see him speak the other day… and the lovely people at madebymany have put together a great summary of the talk itself. Thanks

We have a video of his talk at the ICA which I hope to post up at some point in the near future.

Social character extensions

We’ve been talking to clients for sometime about the power of Twitter and other social channels in creating intimacy around brands inherent or associative passion points. Something that’s particularly relevant for entertainment brands – where character extensions and back stories can come to life to maintain engagement and develop deeper more immersive narratives between (and possibly even during) on air/line shows.

If you were following Man Men’s @Don_Draper on Twitter last year it turns out it was actually Paul Isakson conducting a research project on doing exactly that. At first AMC had the profiles pulled from Twitter, then probably realizing they were getting free advertising and potentially facing a firestorm of online backlash, they let them go back up. However when Paul gave the profile over to AMC, despite being handed an active and essentially free dialogue with a large group of fans (who when finding out it was Paul still wanted @Don_Drapper to live on) they promptly did nothing with it.

The point isn’t so much the issues of authenticity and control – although those are obviously huge (and for another time) – but the fact that whilst followers of @Don_Draper probably feel let down by AMC, the other characters profiles, run by fans, have been thriving ever since. If brands are to jump in, whether through choice or through circumstance, they need to be committed to an ongoing approach. If they are not and are just in it for the life of a campaign they had better be clear about that up front and have an exit strategy that doesn’t leave those who were engaged feeling cold.

@betty_draper
@bettydraper
@Sally_Draper
@bertramcooper
@peggyolson
@bud_melman

On other Mad Men stuff – a great clip from Seth Godins blog on what comes first – product or marketing.

@acotterill
@mindsharesocial

When your brand is discussed in Twittersphere

Really cool article on brand specific tweeting. 500,000 tweets, in 140 characters of less, in the space of 2 minutes on your brand. How do you deal with this?

Here

Similary, some fun metrics of twitter discussion during the Super Bowl ad breaks. Which brand is the most discussed?

Here

(Starting as a bit of a Twitter sceptic, every day sees me falling a little bit more in love with the service. The last four posts have come from Twitter sources, as does every increasing amounts of great content… super stuff)

There are

200 virtual worlds for youth currently live or in development. The business models they use range from subscription-based to microtransactions and retail, with the advertising-based model also holding a considerable portion of the pie (chart). The majority of these worlds are kid-oriented, with worlds for tweens (8-12) and teens (13+) on the 2nd and 3rd place. Charts and additional data in the VWN article.

Barclay Card Create..

Interesting example of integrating UGC in the context of the wider campaign (for those that don’t know, the ad is below). Barclay Card invite you to create your own water slide video on their Youtube channel. Don’t get me wrong, it’s a nicely integrated idea – but who the hell is going to create their own water slide video? UGC is great, but it does needs to be something which is going to genuinely stimulate people to create. Water slides? I’m not sure….