Archive for July, 2010
The spirit of social media is enlivening industries, refreshing marketing, and humanizing businesses. While the steps to the social revolution are gradual, so are the budgets that fund innovation. Progress is underway however, and with every experiment and pilot program, we learn the answers to the questions that serve as the gateways to change.
Early experiments are sparked within various forward-looking divisions and funded by other resident or surrounding programs or departments. As social media permeates and socializes the frameworks of the modern businesses, finances and supporting resources will shift to advance expansion.
Social Media is greater than the sum of its parts, but it is these parts that define the socialization of business. Today consumers are interacting with peers, brands, and influencers in social networks at varying levels across more industries than you might possibly believe. The answers of who, what, when, where, how, and to what extent are out there; we just need to spend a moment searching for the insights necessary to galvanize meaningful social media content, branding, and engagement programs.
I was recently asked at a communications and marketing conference for senior executives when Social Media would start to appeal to all senses including, vision, hearing, smell, taste, and touch. It was an interesting question and the first time that I had heard it in public. My response was that it is already in full effect. To go one step further, much of the work I’ve studied and also the focus of much of my own work fuses aspects of sensory branding and marketing with elements of experiential and emotional marketing to appeal to the senses as well as to the emotions that inspire action.
On July 22nd 2010, Facebook officially announced that it had surpassed 500 million users around the world. This significant achievement represents a significant milestone for Zuckerberg and Co. as well as for social networking and more importantly for global societies overall.
To celebrate this achievement, Facebook released Facebook Stories, a new service to spotlight user stories from around the world and the impact Facebook has had on their lives.
This week BP successfully recapped its ruptured oil well in the Gulf of Mexico. Test results are favorable and show that oil and gas are, for the time being, confined. This news inspires cautious optimism in the hearts of residents and spectators alike. Online, however, the social effect continues to flow across social networks and social graphs, echoing anger, hope, and the demand for resolution and prevention from BP and the Obama administration.
Part Three of Three
Nicheworks are highly coveted or soon will be as no brand is an island. Attention and interests are focused within social streams and as individuals are empowered to define their online experiences, connecting the dots proves pivotal. If conversations are markets, nicheworks represent the glue that binds disparate conversational ecosystems. And through effective engagement, we make inroads towards community and being the construction of bridges between our brand and each desirable market.
Part Two of Three
In the book Engage!, I use music as a metaphor for the business approach necessary to execute socialized programs flawlessly. I suggest that today, many organizations approach new media with the style of jazz improvisationalists. They possess an incredible ability to jam independently and also together, but they often drift into wild, wonderful solos that may or may not lead the audience back to the heart and soul of the brand purpose and mission. Instead, I suggest that we assemble a team of virtuosos who can perform the dedicated requirements of their roles to contribute to an organized and powerful performance designed to engage and stimulate its audience.
Prior to the July 4th Holiday, reports that Twitter would soon launch a dedicated stream for special and promotions hit the web. Today, Twitter announced that the @earlybird account takes flight and Disney goes along for the maiden voyage.
@earlybirdoffers Twitter-exclusive deals in entertainment, fashion, technology, beauty, travel and more. For a limited time, @earlybird and Disney Pictures will offer Twitter users a special “buy one, get one free” deal on tickets to “The Sorcerer’s Apprentice,” a new feature film from Walt Disney Pictures and Jerry Bruckheimer Films that opens in theaters today.
Hybrid Theory |ˈhīˌbrid thee-uh-ree |: The fusion of creative and communications, combining earned and paid media to enliven ideas, unite communities, amplify stories and spark desired outcomes.
Part One of Three…
Marketing, advertising, service, communications, and business dynamics in general is undergoing incredible transformation. The innovation transpiring across the board however, wasn’t ushered out of vision as much as it was pressured through the democratization of content and the equalization of influence. After years of the socialized media changing how individuals find, create, consume, and share information, we are approaching the cusp of following markets to leading them.
Are you playing Foursquare? Are you “going out” with Gowalla? Are you looped in with Loopt?
Location-based services are once again changing the face of social networking. Where relationships were once at the center of user experience, in the Golden Triangle of mobile, social, and real-time interaction, “places” take center stage and corresponding activities and rewards become the cast and crew of the production.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.