Picked this up from the Atlantic, it’s an interesting inforgraphic charting the valuations of today’s top social networks. Interesting stuff.
Picked this up from Leo Saraiva and Jeff Bridges, it’s an experiment conducted by the Washington post on beauty and perception applied to social context. The experiment is poetically summerized on Jeff Bridges’ website:
Washington, DC Metro Station on a cold January morning in 2007. The man with a violin played six Bach pieces for about 45 minutes. During that time approx. 2 thousand people went through the station, most of them on their way to work. After 3 minutes a middle aged man noticed there was a musician playing. He slowed his pace and stopped for a few seconds and then hurried to meet his schedule.
4 minutes later:
The violinist received his first dollar: a woman threw the money in the hat and, without stopping, continued to walk.
A young man leaned against the wall to listen to him, then looked at his watch and started to walk again.
A 3-year old boy stopped but his mother tugged him along hurriedly. The kid stopped to look at the violinist again, but the mother pushed hard and the child continued to walk, turning his head all the time. This action was repeated by several other children.. Every parent, without exception, forced their children to move on quickly..
The musician played continuously. Only 6 people stopped and listened for a short while. About 20 gave money but continued to walk at their normal pace. The man collected a total of $32.
He finished playing and silence took over. No one noticed. No one applauded, nor was there any recognition.
No one knew this, but the violinist was Joshua Bell, one of the greatest musicians in the world. He played one of the most intricate pieces ever written, with a violin worth $3.5 million dollars. Two days before Joshua Bell sold out a theater in Boston where the seats averaged $100.
This is a true story. Joshua Bell playing incognito in the metro station was organized by the Washington Post as part of a social experiment about perception, taste and people’s priorities.
The questions raised:
- In a common place environment at an inappropriate hour, do we perceive beauty?
- Do we stop to appreciate it?
- Do we recognize talent in an unexpected context?
One possible conclusion reached from this experiment could be this:
If we do not have a moment to stop and listen to one of the best musicians in the world, playing some of the finest music ever written, with one of the most beautiful instruments ever made.
How many other things are we missing?
Picked this up from Daily Infographic; yes I know its not about China social media or digital campaigns, but since it looked so cool I figured I’d post it anyway. Enjoy.
Picked this one up from Daily Infographic.. amazing stats for an amazing company.
From McKinsey Quarterly: By looking at the impact—as well as the volume—of the word-of-mouth messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole.
From McKinsey Quarterly: Marketers must adapt to the varying effects of different media types on budgets and revenue flows; introducing two new additional media “sold” and “hijacked” to the “paid, owned, earned” model.
Paid Media: Paid media include traditional advertising and similar vehicles: a company pays for space or for a third party to promote its products.
Owned Media: Consists of properties or channels owned by the company that uses them for marketing purposes.
Earned Meida: It’s generated when the quality or uniqueness of a company’s products and content compel consumers to promote the company at no cost to itself through external or their own “media.”
Sold Media: We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.
Hijacked Media: Such hijacked media is the opposite of earned media— an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product.
付费媒体(Paid Media): 付费媒体包括了传统的广告媒体以及其他相似的渠道，即一家公司从第三方处购买广告位来进行宣传。
己方媒体(Owned Media): 己方媒体是指公司自己拥有的，用以进行市场营销的资源或渠道。
额外媒体(Earned Media): 额外媒体是指当该公司的某种产品或某次活动的内容非常优秀，以至于消费者会自发的通过其他的媒体或渠道来免费的帮助该公司进行宣传。
售方媒体(Sold Meida): 售方媒体是指当一个己方媒体的流量达到了足够的大，并成功吸引到其他品牌前来购买广告位，该己方媒体可被称为是售方媒体。
劫持式媒体(Hijacked Media): 劫持式媒体与额外媒体相反，当公司的资产或者某次活动变成了消费者、利益相关者或者激进用户手中的人质(即把柄，凭据)，他们就会对该公司及其产品在某些媒体上发表消极言论(因此公司就需要在此媒体上进行危机公关)。
From Jeremiah Owyang via Sam Flemming; the different social media structures set up by Western business. Interesting in general, but is it applicable to China? So far my experience is the centralized model; this is likely due to China’s fast pace and high turnover rates leading to simplified structures, especially true when the initiative is instigated locally. Larger foreign firms entering the market tend to align with the Hub and Spoke model where one centralized agency manages the activities in multiple regions executed via local vendors.
Jesse Schell, author of “Art of Game Design” and professor at Carnegie Mellon University discusses the impact of social gaming and it’s implication on future behavior.
A follow up to a TED talk posted recently; games are woven into every digital campaign; therefore the future Jesse portends may seem out there, but its more likely just around the corner.
- How Video Games Are Infiltrating–and Improving–Every Part of Our Lives (fastcompany.com)
Picked this up from TED; the next phase after social connection via digital is the “game layer”; emphasizing interactions after connection. We can see this already building; though in it’s infant stages. It’s likely this will be the next playing field where digital campaigns will wage commercial war.
From Flicker: This picture shows directly to us that how social & networking influences a person’s life in different periods— early/ later education years, career years & post career years.
Data partly from Facebakers: According to the comparison we can find out which big players are now focusing in online marketing in China. One more thing is that the fans of top 5 in Facebook are much more than that in Kaixin001.
From Ogilvy PR‘s social media team: Including Kaixin001, Facebook, Renren, Douban and QQ, each of these SNS has been demonstrated by a typical user. Though Facebook is being blocked in China, people have their own approaches to access.
Following are the detailed info (via Chris Tou) of the 5 users, enjoy!
- 32 years old with a MNC white collar job, monthly salary 12,000 RMB.
- Loves to read gossip and fashion magazines, swims and does yoga weekly.
- Long bored of stealing vegetables (Happy Farm) and is instead now “cooking” on Kaixin and will ask friends for help when they’re too busy themselves.
- Will read and write posts as well as post pictures of themselves.
- Thinks it’s more important to enjoy life than to be a success career woman.
- 28 years old British national.
- Originally came to China wanting to do PR, but is now teaching English.
- Lives in a Beijing Hutong, hangs out in Sanlitun and loves Kung Pow Chicken.
- Drinks Yanjing Beer by the large bottles, pretends to love rice wine and smokes Zhong Nan Hai (cigarettes).
- Uses an old school Nokia.
- Watches pirated movies, shops at the Silk Market for fake name brands.
- Gets over the GFW to get on Facebook to chat with old friends “back home” and uploads pictures to “show them China”.
- Can’t stand Chinglish.
- Black-rimmed glasses, thin legs, smokes, hates being called effemine or mistaken for a girl, and loves rock and roll.
- Watches art films, spends literally all waking hours on Douban.
- Loves getting real-time status updates from friends, will rate movies and write reviews.
- Streams music from Douban and has collected 1698 albums.
- Watched hundreds of bands perform and will recommend music and albums.
- Hates it when they get a Douban message and it turns out to be spam.
- Will use Douban to meet and make new friends with similar interests.
- Disappointed that there isn’t a full-featured mobile version of Douban.
- 19 years old college student, works as a part time model.
- Loves to take self-pix and shopping. Owns and endless supply of cosmetics.
- Spends free time on renren.com, looking for new and interesting news.
- Daily pictures uploads of their life and parties.
- Perpetually has 99+ friend invites
- Any status updates always garners a lot of comments
- Loves to read and watch shared posts and videos.
- Interested in reading about the complaints and experiences of the average salaryman/woman.
- 17 years old, senior year in high school with a strict daily schedule.
- Loves to play, but also studies hard.
- Thinks it’s much cheaper to communicate via mobile QQ than to send SMS.
- Has a Qzone blog.
- Updates status, uploads pictures and plays Happy Farm.
- Is proud of recruiting mom and all the aunties to into their band of vegetable stealing misfits.
- When overloaded with schoolwork, stops playing games on QQ. Only logs on to check the status of friends.
- However, the mom continues to steal vegetables like clockwork.
From Colour Lovers: An amazing aggregation of the world’s top 100 prestige brands. Anyway, besides the No.71—Tudou.com, it seems there is no other influential brand from China! In the forum of littleredbook there is a twin of this picture. Click to check the more detailed version if you are interested.
- The Most Powerful Colors In the Web [Web] (gizmodo.com)
- The Most Powerful Colors in the World (colourlovers.com)
- The Colors of The Web’s Superbrands [INFOGRAPHIC] (mashable.com)
- Red and Blue Still Dominate Web Brand Colors (futurechanges.org)
- Revealed: the colour of the social web is the colour of Twitter (guardian.co.uk)
- Global Business Color Identities (colourlovers.com)
- New Web to Print Design Online and Print Management Features Help Increase Conversions for Printing Websites (prweb.com)
From McKinsey‘s Mesuring of WOMM (Word of Mouth Marketing) Report (June, 2010):
As ordinary customers in one of the greatest developing markets around the world, Chinese consumers’ purchasing decisions are easily influenced by the reviews or recommendations of their friends. That’s why WOMM is more and more valued by both prestige & common brands in China market.
Picked this up from Socialmediatoday.com; 25 different characteristics of effective social media campaigns:
1) They spread like wildfire. Effective social media campaigns spread very fast. If your campaign is not spreading, it is not effective. Test the waters with micro campaigns. Learn to swim before attempting to ride the big waves.
2) They are not spammy. Don’t just promote your site links; share something insightful about your company or product. Don’t send out the same message to your community. It is spam…and it is very annoying to them. Even to you. Admit it.
3) They provide value. Value can come in the both physical and mental forms. Effective campaigns provide value in any or both of these regards.
4) They are well branded. Clothe your campaign from head to toe with your company’s identity. Use your logo, your USP or slogans, your colors, and any other thing that defines your business’s identity. Add your brand to every video you produce; don’t add just your website address.
5) They are measured. You need to track your social media marketing efforts. Whether you install Google Analytics on your Facebook fan page or you use Post rank to measure your effectiveness, make sure you work with the data.
6) They have excellent copy. Leave a positive impression in just a few words. Using big vocabulary is not the way to go; making sense is what matters.
7) They don’t ‘sell’. Instead of selling, you should work at generating leads with your social media campaign. Sell to those leads later on.
8 ) They build relationships. Don’t just broadcast. Interact. Building relationships helps build even more relationships. It also increases the perception of value and builds loyalty.
9) They build trust. Be as honest in your campaign as possible. Trust is very hard to earn back once lost. Your campaign should build and maintain trust in your build.
10) They are innovative. Regular campaigns mostly go unnoticed. Innovation adds ‘flavor’ to your campaign. It is the aroma of your campaign and the one thing that will convince most people to take action.
11) They have ears. Your campaign will not be successful unless you listen for feedback. People may have something to say so listen and show appreciation or let them know you are working on it. Never delete a negative feedback.
12) They are well organized. Your campaign needs to be well planned. It should have a first step and an nth step (where n is the number of the last step). Follow through from step 1 through to step n. Don’t go from step one to step 3 to step2. Plan your steps well so it is easy to follow through step 1 to the last step.
13) They are maintained by humans. Don’t rely on automation when it comes to marketing on the social web. It just won’t work. Besides, it destroys trust. Put a human being in front of, in-between and behind all your social media campaigns. I want to talk to a human being not a robot.
14) They are consistent. You need to be consistent with your update (or broadcast) schedules and interact with people who leave replies and comments. If you broadcast once a week and change to 5 times a day, people will begin to question your actions. Unless you give them good reason why you have changed your schedule.
15) They have bait. You need to have some sort of bait to convert visitors into leads. Try eBooks, free products, white papers, discount codes, samples, free vouchers, et cetera. Bait them to get them.
16) They use leverage. They leverage the subscriber bases of their communities and other people’s communities. They also leverage their company strengths.
17) They include a blog. I suggest you have a business blog before you start your campaign. Your blog should be the hub of your social media campaign efforts. Make you install social media sharing buttons to make it easier for others to share your blog’s content.
18) They engage other blogs. You can do this too. Apply as a guest writer for blogs in your target market. Read blogs in your niche and leave thoughtful comments (not just a “thank you”).
19) They are not everywhere. If you want your campaigns to be successful, don’t register for an account on every social media site. That will only burn you out and your campaigns will be fruitless.
20) They have humor. Adding humor to marketing is a cool way of saying “we are a friendly business”. It makes your marketing memorable. A priceless result.
21) They share company events. If your company is being bad mouthed, tell your customers about it. Tell them the truth in it and the lies. Don’t give them the chance to second guess your company. If your company is nominated for an award, tell your community about it. If your company wins the award, tell them. If you lose the award, tell them.
22) They integrate offline marketing. Print some T-Shirts, with your logo, Twitter handle, Facebook fan page URL and your slogan on it and give them out to your customers. Send out paper printed catalogs to your online leads. Add your Twitter and Facebook URLs to your contact address. Integrate offline with online.
23) They use the right networks. Even though Facebook supports videos, video campaigns will do better on Youtube than on Facebook.
24) They use photos and videos. Photos and videos leave a lasting impression on peoples’ minds. The best photo you can use is your logo. When you make a video, put your logo on it.
25) They have a call to action. What is the essence of a marketing campaign without having a call to action of some sort? I suggest you use your social marketing campaigns to generate leads before trying to sell anything. By the way, “signup below” and “call us now” are not the only call to action examples. “Click to view our portfolio” is an example of call to action. Your call to actions must follow a sequence; from your homepage to the last page.
Related articles from around the web.
- 25 Characteristics of Highly Effective Social Media Campaigns (socialmediatoday.com)
- 25 Characteristics of Highly Effective Social Media Campaigns (thecustomercollective.com)
- How to Use Social Media for a Political Campaign (ricksrss.com)
- Social Media Marketing – Engage or Die (slideshare.net)
- 5 Reasons Agencies Continue to Struggle with Social Media (socialmediatoday.com)
I recently attended a conference in Shanghai titled: “Social Media 2.0: Unleashing the power of conversations to achieve company business objectives”; it featured Jeremiah Owyang, Partner, Altimeter Group, Silicon Valley, USA, Sam Flemming, Chairman & Founder of CIC and Bryce Whitwam, General Manager, Wunderman Shanghai, Nicolas Zurstrassen, Action Sports GM, Nike.
Below is the slideshare version of Jeremiah’s presentation. It’s focus is on universal Social strategy, with a focus on Western media.
Jeremiah also wrote about his experience and learnings while he was in Shanghai; here are a few excerpts; for the full article, click here.
- China’s online sphere already large and growing –with increased disposable income.The largest internet population in the world, 400mm of the 1.3 billion Chinese citizens are online, nearly one third and growing also with an increase in wealth. Google’s announcement of AdMob indicated they are tracking the top visited websites across the world, and wow, has the landscape changed. See this list of the visited websites around the globe, many of them are Chinese such as Baidu (#8), Tencent QQ (#9), and Sina (#11).
- Chinese internet marketing requires a specialized approach. The Chinese online community is vastly different than the West, There are different tools, websites, behaviors, and as a result different takes. I’ve outlined my findings from 3 years ago, if you want to see my previous field notes in this four part series.
- Brands and consumers go to Social Networking Sites (SNS) –not create their own. In the west, it’s common for brands to have their own online community that’s branded using a community platform. Yet, from what I heard, it’s more common for brands to join customers where they are in SNS sites like QQ, in order to reach consumers. They will often have to ‘pay to play’ the SNS sites to participate. Secondly, I met with CIC, who paid me to speak at their event, they are a brand monitoring company that focuses specifically on the online discussion in mainland China for brands.
Tipping point labs recently published their model of social media influence. It begins with the brand message, and then filters down to tiered levels of advocates with varying levels of influence. It’s great as a model to understand how Brand messages effect and recruit engaged customers.
Related articles from around the web.
- 5 Tips To Magnetize Your Brand (smallbusinessbranding.com)
- Age Of Conversation 3 – From Theory to Social Media Practice (andreavascellari.com)
- What we can all learn about social media from @ClassroomTweets (freshnetworks.com)
- Corporate Branding Goes Rogue (adage.com)
- 3 Principles for Building Social Brands (socialmediatoday.com)
- Digital Traces…Where Email, Social Media and Brand Keywords Converge (newcommbiz.com)