social media

How Pharrell made the music video social

happy-24-hours

 

Pharell William’s music video took a creative spin on social media syndication, extended cuts, and  a campaign by establishing 24hoursofhappy.com.  The initial short video is complimented by a interactive microsite that has 24 hours of the music video with multiple actors, moments, and events.  A guest cameo by the minions of despicable me are also a nice touch.

What I like about this campaign is that it takes the extended cut idea a bit further.  24 hours of content is probably standard for a music video shoot, but putting it into a day of “happy” seems to fit here.  The idea of a clock, and interactive experience makes being happy anytime, or the vicarious exploration of other peoples happy a valid secondary source of entertainment.

The most innovative part from my perspective though, is that ability to share moments of the footage.  Few artists or companies have successfully managed to get users to share or comment on temporal pieces of art.  Not only will these social moments help drive traffic to the website, thus possibly increase sales, but also allows people to become part of the campaign – the music video becomes active rather then a passive experience. 

 

 

happy4 happy2 happy5

 

I could insert a few happy puns in here.  Overall, I think this was a great multi- tierred campaign with some fantastic interactive components. I think more brands should think about multiple touch points in advertising and marketing to hit this level of engagement.

 

PS4: The Benefits of Sharing Social Gaming

Documenting your “raids” in WOW or other games has been a standard practice in the gamer community for a while. For the record, I am not a gamer.  Playstation’s most recent ads have been highlighting their new “share” functionality for gameplay which is a big feature for the platform.

This is clear example of where Marketers need to go in the future.  Watch and listen to what your users and brand ambassadors are doing, and then make it easier for them to do what they enjoy doing.  Sony delivered and then some.

Social gaming has always been big in the game experience, but making it easier to document and share gameplay will change how gamers can easily share and connect about moments that matter to them.  Thus making them happier engaged members of the community, and maybe even changing the way people play games.  This could have a big impact on learning how to beat levels, develop your skills, or challenge people from across the globe. Documentation has always been a form of measurement, which can only lead to other insights.

What other industries could benefit from allowing their customers to document and give real time feedback about their experiences with their product.  Everyone is already doing this to an extent with social media monitoring, and whatnot, but can brands make it easier to work with their community? Yes.

If you give your fans what they want, they will not only be happier, but they may help you evolve as a brand. 

 

 

 

Obama Outperforms Agencies with Online Content

Most people think Obama’s appearance on Between two Ferns was out of place.  However, it shows a pattern of him going to where the conversation is, rather then asking people to come to him.

Plus from a media syndication perspective, it shows that the white house really understands influencer identification, star-power, and the effectiveness of their campaign strategy.  They also understand that influence happens at both the individual level and that certain outlets / programming channels are very effective to hit target demographics. Both of these campaigns were very successful and entertaining PSAs.

Whether going after geeks, doing an AMA, or his late night appearances, it has shown his ability to adapt, appeal to be likable, and get noticed.  And if that brings attention to the media agenda they are pushing, thats quite smart.  A second wave of an amplification effect kicks in about media talking about other media as well, allowing his message to have an even broader reach.

Whether you like him or not, I think it says something when the white house starts out performing other major ad agencies on healthcare reform.  

Think smarter about content planning and media distribution through earned media channels.  And lets learn from those who are doing it right.

18 minutes.

Pd

Why Data can Often be Answering the Wrong Questions

 

Data is always historical.  However our goals are always future focused.

There is a science and art to data and strategy.   One part is very rational, and another is emotional.  Knowing how to merge the two, and depart from the obvious is where true innovation starts to occur.  

People turn to analytics to measure performance, determine data driven insights, and establish strategy based off the summation of all of this.  This type of thinking is great for identifying outliers, becoming aware of existing behavior, and a several other types of insights.  For the most part I personally think this can be incremental.  This has a place. I am not saying its good or bad. It just shows you exactly what you went looking for. 

Now lets consider another part of this equation.  Where do you want to be in x months? Could it be that we need to incorporate an entirely new way of thinking that is not currently being measured. Something that no one is looking for.  If we need to make leaps, instead of incremental milestones in progress, sometimes we need to step aside from the data and set our own goals using new tools and create new data sets.

The issue with ONLY relying on historical data is that innovation does not always show up in a data set.  Even if you crowdsource popular opinions of what people want, they can only think so far ahead.  And sometimes the true disruptions and innovative outliers are overlooked to make a prettier graph.  This is an common issue in social media.

These outliers could be the next ipad, tesla, or facebook.  Reference here to the famous Henry Ford quote ” If I had asked people what they wanted, they would have said faster horses.”  Sometimes the data was right, but to grow and move ahead, one needs to assume the data could be wrong if you could see what the future data would look like.  Things change.

There is a science and art to data and strategy.   One part is very rational, and another is emotional. Knowing how to merge the two, and depart from the obvious is where true innovation starts to occur.  

Data can always show you where you have been. But it cannot always show you the best path forward.

pd –   18 minutes.

Using Buffer to Preschedule Tweets

I am staring to use buffer app to preschedule some tweets.  I have sync’d MOZ with buffer so that it will post my tweets at the exact times throughout the day that my followers are most active.  Sounds pretty great, huh?

There are two questions that this leads me to contemplate.

1. How do we trust in machines to perform better then we can?  We are all already part cyborgs (iphones) and comfortable with machines (vending or mHealth ) however, social media seems too intimate to trust to a computer, right?  However, if an app can make my personalized messages resonate to their max, it seems foolish to not utilize technology to assist in my posting.

2. Now we enter the more interesting question of the “tragedy of the commons”.  If everyone uses the buffer app, it stops becoming useful.  This scenario is very unlikely, but if social media becomes networks of bots talking to other bots, doesn’t that defeat the purpose of using it to begin with?  A more realistic scenario would be that after a certain number of followers use buffer and optimize post times, then you will be technically posting at non optimal times due to systematic error.

The solution I settled on was to use buffer to post key pieces of curated and original content at agreed upon peak times ( morning, lunch, getting off work ), and then still actually manning my twitter handle for engaged conversations.  I am not sure how long I will use this app, but I have become to understand and appreciate the added value of using a 3rd party service to help me post my social media updates.  I can focus more on content rather then execution.

14 minutes.

pd

 

Is Pepsi becoming the new Redbull?

 

As a Brand matures, they begin to diversify. The brand architecture becomes less about corporate colors and identity, and more about a brand experience and lifestyle.  Pepsi has been embracing this strategy with its “Max” line, proudly encouraging fans to carpe diem.

Damien Walters has been a youtube sensation for a few years now. Below is his 2011 showreel.  He has bee a figurehead in the freerunning and pakour community for quite some time.

In addition to seeing Pepsi continue to evolve as a brand, the other thing worth mentioning here is how they are using celebrity talent for brand transference.  Youtube is rapidly becoming a place for talent discovery and recruitment.  As the web has given a voice to everyman, talent and quality content is accessible to all. Some brands like Pepsi have moved into content creation using youtube sensations to draw a larger buzz on social media.

I think this campaign is a win-win.  Damien Walters gets to showcase his amazing talent to a larger audience, and Pepsi continues to expand its social capital to a younger generation with an exciting new ad campaign.  This campaign speaks to the future of brands becoming their own syndication channels of user curated talent.

-pd

Banksy: When Art Becomes More Viral Than Music

Image

 

Music became the most viral medium due to free access ( airwaves ) and ease of syndication.  Music is circulated via radio, itunes, performances, and even stolen ( circa 1990’s & beyond). Music videos are one of the most streamed content types on youtube. 

However, Art really has never reached this same virality. Maybe this is because most famous art resides in a museum or is fairly non pop culture.  Except for one man. 

Banksy has turned this on its head.  His recent tour ( residency ) in New York has been syndicated arguably more then any existing exhibit to date. The mixture of pop resonance, internet fan base, thrilling content, and social media has allowed art to be broadcasted in a new way. A new paradigm is formed. 

Its pretty amazing when art takes advantage of social syndication to extend a massive reach and influence people.  

 

Analog Digital – Social wants to be Physical

Image

 

This new Facebook Like counter from http://www.smiirl.com  , has long been in the making. Several DIY versions of this have surfaced, and we even proposed a version of this while I was working at R/GA.

As technology moves things into the digital realm, there is a natural counter culture that wants to express these digital forces as physical analog experiences.  What other instances can you think of where experiences born in digital become novel by moving to analog?

-pd 

 

Magna Carta Jay Z Album Marks Milestone in Corporate Collaboration

jay z samsung magna carta

What does it mean that major albums are co launched by a mobile company for an artist?  Jay Z teased the release of his Magna Carta album today signifying a milestone in artist marketing.  The video above showcases tracks, producers, and story, but its presented by Samsung Galaxy.  More and more we are seeing corporate endorsements of the changemakers and creatives of our times, and I personally am intrigued on how this awareness and shift in paid media dollars will effect content creation.  What does it mean when a new album from the heart is cosponsored by a secondary brand ?  This is commonplace in sports, and social entrepreneurship, but music has usually only maintained this relationship after the fact. Ex. Tailor Swift and Pepsi.  However, to co associate your personal brand with a tech brand seems like a new frontier in a pre launch environment.  Do you think any other artists will follow this trend?   Or for a brand like Samsung, maybe this is the best time in the “hype cycle” to endorse a product / person to get the maximum brand transference to impact their bottom line. What do you think?

-Patrick

ps. The other interesting note is that he teased the announcement using imagery via social media.  More and more, Artists and personal programming channels are being used to interact with fans wtih RTM ( real time marketing ) rather then relying on older PR channels and wire services.

magna carta jayz magnacarta jayz samsung Picture-3

Nike #Fuelband app adds pictures. Still waiting for #Vine option

fuelband points electronics app nike

 

The Nike Fuelband app just added the functionality to share your goal progress with a picture. This simple change in user experience was a brillant marketing decision.  Although I am not sure I always want to hear about my friends working out every day, this helps hearing about nike plus in two ways.

1. With a picture, I get to tell my workout story or active day in a more visual way that I choose and am accustomed to on Facebook. We all know that images get more shares and likes then text alone, so this makes sense in how the app would evolve.  I would imagine that this gives my friends a better picture of what I am doing, but also is more entertaining to see and watch then just a sentence about a workout routine I may not care about.  The ability to add a picture makes this experience about the story and the person rather then just the number.  And in a way, it might add more Nike+ stamps onto other lifestyle activities.  What if every picture you took during the day had a fuelband stamp rather then just when you hit your goal?  Its a great opportunity for nike to move more into the storytelling space.

2. This will also help serve as an earned media database for images for Nike+.  Now all the nike plus stories are sharable. They can find a home on Instagram, Facebook, and Pinterest.  Images are more likely to tell the nike plus story and be told and received in a new way.  Ultimately breathing new life into the nike plus ecosystem, and raise awareness of the digital brand.

2 other features I would love to see:

1. Video. Video clips would be natural extensions of this UX.  And sometimes a video can really show a better story then a snapshot alone.  Vine integration would be awesome. hint hint. 

2. Networked apps: Lets say I was skateboarding with my buddies. What I would really want to do is to take a photo of someone else doing a trick and tagging their fuel moment to that picture. As much as we love taking photos of ourselves in this narcissistic era, sometimes you just cant while you are active. But your buddy can.  Not sure how this could work, but it could be really great for content production.   Perhaps the best way to implement this would be to have an API that would allow for the nike fuel points and timecodes to be exported to other medias.

Everyone is an athlete. Now we just have more ways to tell the story. Share on. 

-pd