Archiv für den Monat Februar 2010

Philips outstanding cinema experience pt. 2

after the great success with the ‘carousel’ project (remember? the heist, the clowns, stop motion etc.) philips now announced the next coup ( parallel lines. 5 directors, hot shots from ridley scott associates will produce 5 films. exciting. and the best, well, kind of should-be-standard: fully facebook integrated. case you missed ‘carousel’:


ah yeah, i wrote an article about that a couple of months ago. just in case anybody’s interested 😉

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Interesting reads this week

A few things worth reading.Facebook fan pages: 5 great ideas around a facebook page’s value. Not sure if the question “What are your fans looking for on a social network that they can’t get from your business website?” is correct. Not sure if the business website is of much value to those people anymore. But it’s about interactivity – of course, but also inspiring content experiences and after all it’s def. about pushing content, content, great content.
Check out the article along with some amazing examples.

Mathematics of WOM: Bill Keogh from Agknowlogy calculated the real value of WOM, namely what costs are incurred by a promoter and a detractor? Yeah, yeah, the business area is kinda.. different, but figures are still intriguing: “a Detractor costs the business -$119,500 through their own negative value and WOM … a Promoter is worth $58,000”.

Branding ist ein allumfassender Job. Es bringt nichts großartige Aushaengeschilder zu haben, bombastische Aktionen zu bringen, wenn dann die customer care hotline vollkommen katastrophal ist. Die Analyse und exakt geplante Gestaltung aller Kontaktpunkte ist folglich eine der wichtigsten Branding-Aufgaben, mehr hier:

Demograpics are clearly dead. That’s for sure. Maybe ‘life stages’ could be a way to target behaviour more accurately. Guess one couldn’t put it better than that „Despite similar demographics, [consumers in] these life stages clearly have very different attitudes and motivations, and it would be a mistake to communicate with them in the same way,“. True Mr. Gerry Philpott, CEO of E-Poll Market Research.


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Social Influence Manifesto

Niall Cook, Community Manager @ Hill & Knowlton proposed these 5 points as the key pillars of social media influence

  1. Influence is determined by the receiver not the transmitter. Attempts to measure influence based on volume of output are misguided and futile.
  2. Influence is contextual. People are influential about something. Knowing what that ’something’ is, is the key to accurately measuring influence.
  3. Value is a proxy for influence. Things that people are willing to reward carry more influence for them.
  4. Influence is about behaviour. To be influential, the receiver has to do something, whether that’s change their opinion, buy a product, or pass on a joke. Measure the actions.
  5. Influential people do not influence everyone. People can be influential without influencing.

Maybe not rocket science, but good to have it in writing. Well, point 5 seems a bit like marketing buzz bullshit, but what he probably means is right: influence is not necessarily intended. Probably that’s even the outcome when the 3 main building blocks come together:Context meets behaviour meets context. Bang.


In diesem Zusammenhang natuerlich fast schon standard: die razorfish SIM praesentation

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ich label es erst gar nicht als neue kategorie oder aehnliches. extrem interessante dinge, kurz erwaehnt:
  • make things, not ads. kreiere nur ein bißchen sinn, wenigstens entertainment als runde sache. mach dir gedanken wie du ein echtes paket schnueren kannst, nicht ein paket in bunte folie packen. oh yeah {youtube vid}
  • GTI 2010 case study by AKQA zeigt wie wachstum von 80%+ in puncto sales, testing drive, quotes generiert wurde – ohne bezahlten media-space in anspruch zu nehmen. ein phaenomenales iphone-app, die entsprechenden incentives, viral, weil du damit cool sein kannst. bam {video}
  • hoer auf ein fisch zu sein und loese endlich probleme – ohne, dass dich jemand fragt, dieses spezifische problemchen zu regeln. wunderbarer artikel ueber die rolle des planning in agenturen heute. d’accord.
  • was eigentlich als next social media #fail, pr-gau, superslam haette enden muessen, stellt sich quasi als das gegenteil raus. vodafoneUK twittert (versehentlich) darueber, wie sehr es homos hasst. reagiert richtig. und zack
  • und warum ich das alles so wichtig finde? nicht nur, weil werbung (abgesehen bspw. von doritos hands off crowdsourced superbowl tvc) schnoede und aetzend ist, sondern sie bald auch noch unsichtbar: siehe da.

gracias. out.

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