Traditional media no longer produces „predictable“ results and sometimes completely fails to activate certain target audiences at all. Hence brands are increasingly adopting social media tactics and moving into the social media space. This is no news. But for the big brands social is still very much a test lab. There are many marketing Euros ready to be spend on new ways to engage the target audience, but there are (yet) not many proven ways to spend these Euros effectively.
Related to this, two blog posts by Tom Smith caught my attention in the last couple of days:
This was around the idea that big brands shouldn’t be active in social media, as the presence of big business will destroy the consumer driven spirit and purity of what the social revolution stands for.
Big brand involvement for some feels like a sellout. However, now that social media is mass market, I strongly believe that this viewpoint misses the big picture. I believe that we all benefit as consumers from big brands being in social media.
1. Social media drives complete transparency
2. Social media drives quality product
3. Social media can be a great customer service channel
4. Social Media creates products that we want
5. You control the relationship
6. Big brands keep our access free
7. Big brands have interesting stories to tell
8. Users drive the content and conversation
Good food for thought, even though I think the example given for the customer service channel is a bit far fetched – I wouldn’t consider a twitter dialogue good service… But hey, some might like that.
This isn’t so new any more, but I had this in my drafts and definitely wanted to share it with you. Zuji, an online travel agent, launched a rather unique campaign to illustrate the great possibilities to save money for nicer holidays:
The main thing of this was probably the ways the video made it’s way through the web… a good viral campaign.
An excellent and very timely idea by Ikea: At the website „Embrace Change“ Ikea will offer users the chance to speak out and let the future president know their suggestions for fiscally responsible home furnishings:
Well, here is what can happen if you let the Swedish Style take over the Oval Office:
Not sure about that 😉
But starting in 4 days, people will have the chance to add their own suggestions. Apparently, an Oval Office planner will be up and running by then.
Don’t think, somehow, that Obama will react to that…
Two link tips for some background reading, if you have a lot of time at hand:
If you’re in need of social media case studies, there is a really extensive meta list as compiled by Robin of the Interactive Insights Group. Meaning: it’s a list of links to sites with lists of casestudies. Nothing you can read in one go, but definitely something for your bookmarks.
Everybody must have seen one of the „where the hell is Matt“ Videos. The guy travelling around the world, dancing in some of the most remote places on this planet.
Recently, speculations have been increasing about the whole thing being a fake. Well, now Matt answers to this accusations, admitting that it was, indeed, a viral marketing campaign, that he’s an actor (he played a corpse on CSI Miami), and that all the other people in the videos are robots.
The Guardian has just announced the top 10 viral videos of this year, as picked by GoViral. I guess this is the first of many „best of 2008“ posts that I’ll find and link to in the next 3 weeks. Shortly followed by posts about „Trends for 2009″… Anyway, here it is:
1. Wassup anno 2008
Disclaimer: Budweiser’s parent company, Anheuser Busch, which originally licensed the concept for five years from Stone, was not involved in the production of the ad
2. SFW XXX Party Invitation
Diesel’s naughty montage of 1980s porn films using cartoon animation to cover up explicit scenes, just, for its 30th anniversary
3. Kobe Bryant jumps over an Aston Martin
Nike’s clever „did he or didn’t he“ actually clear a car. Probably not, but it got people talking, and watching
4. Extreme Street Football
Electronic Arts trickery masterpiece featuring kids with football skills – and parkour and capoeira – using a football like you ain’t never seen
5. Take it to the next level
Guy Ritchie directs this shot-in-first-person tale of a teen footballer’s hardcore ups and downs from being discovered to losing teeth to playing for a national team
6. Tiger Woods 09 – Walk on Water
When a fan of EA’s golf game pointed out a flaw that Tiger Woods could play a „Jesus Shot“ from on water, the game manufacturer’s response was this viral featuring the man himself
7. Bean Counter
One of those Mac vs PC ads where Apple prods Microsoft over spending loads on advertising Vista when it should be fixing it
8. Samsung Omnia i900 Unboxing
Samsung spoof of the tech-fan trend of filming opening the box of a new gadget for the first time
9. Fate – Leave Nothing
Emotive Nike fare of lifelong rivalry of two NFL players featuring version of sound track from the Good the Bad and the Ugly
10. Adam and Eve
Insurance company ad featuring a gay Adam and frustrated Eve that found life online after being banned from TV
Wo ich sonst so bin...