I've been on my bandwagon about social for so long its easy to forget the power of the role of the storyteller, the narrator, the bard. Sure, today its the Community Manager of branded Facebook, Twitter and other social assets that is the voice of the brand among a chorus of fans and followers. However, sometimes, you don't want to talk back, sometimes, you just want to listen, to be spun a tale so engrossing, so finely spoken that you lose yourself in catharsis. So yes, its good for brands to converse, and listen, but sometimes they should quiet the room, dim the lights, and weave a story.
Congratulations to one of my favorite agencies, BBH, for winning "Best in Show" at the One Show with this six-minute execution.
Monday, May 17
Thursday, May 13
Social Shopping
Ok...so Facebook just announced geo-location features that could reach up to 450 million users, they've also migrated "Like" to the web through their Open Social Graph API and plug-ins. I've talked before about the notion of "context aware" applications, but the Open Graph takes it to another level. What would happen if they teamed up with Cisco here on telepresence, Apple or Android for devices, and lets say Macy's (more than 810 stores in the US) for social shopping? Maybe something like this...Check out this video from CISCO on "the future of shopping."
The only thing missing is the "like" button on her smartphone after purhchase...or her friend alerting her in real-time through Facebook that she hates her dress. Now, I'm not saying it has to be Facebook either. FourSquare, Gowalla, and other location-based services are surely looking into the intersection of social commerce and LBS. Frankly, Craigslist and other online classifieds companies should be doing the same thing. There is no reason you couldn't do social shopping during say a rock concert, visit to the MET, or while hitting up flea markets on a Sunday morning.
The key is that based on where you are, what your friends like, what we know about you (your social graph), and your unmet needs and interests--brands find a way to interact with you, convert you to a trial, sale, or some other form of advocacy. In this open-ended transaction, there's room for every type of communication discipline to make this experience a valuable transaction for the consumer and brand alike. There won't be a need for a "proximity marketing" agency, just agencies aware of "proximity influence" and how to integrate their campaigns to deliver on it.
You'll need PR to get the influencers to make it "hot", digital to design the experience and technologists to make the augmented reality work, advertising to design the messages that drive you in-store, shopper marketing to move you down the virtual aisle and create POS that draws you to trial, social media to "bring your friends along" on the shopping trip, and CRM agencies to follow-up and reward you for engaging--maybe PR again if brand screws up and the product doesn't quite perform "as advertised." If there wasn't a case for integrated marketing before there sure as hell would be one here!
The only thing missing is the "like" button on her smartphone after purhchase...or her friend alerting her in real-time through Facebook that she hates her dress. Now, I'm not saying it has to be Facebook either. FourSquare, Gowalla, and other location-based services are surely looking into the intersection of social commerce and LBS. Frankly, Craigslist and other online classifieds companies should be doing the same thing. There is no reason you couldn't do social shopping during say a rock concert, visit to the MET, or while hitting up flea markets on a Sunday morning.
The key is that based on where you are, what your friends like, what we know about you (your social graph), and your unmet needs and interests--brands find a way to interact with you, convert you to a trial, sale, or some other form of advocacy. In this open-ended transaction, there's room for every type of communication discipline to make this experience a valuable transaction for the consumer and brand alike. There won't be a need for a "proximity marketing" agency, just agencies aware of "proximity influence" and how to integrate their campaigns to deliver on it.
You'll need PR to get the influencers to make it "hot", digital to design the experience and technologists to make the augmented reality work, advertising to design the messages that drive you in-store, shopper marketing to move you down the virtual aisle and create POS that draws you to trial, social media to "bring your friends along" on the shopping trip, and CRM agencies to follow-up and reward you for engaging--maybe PR again if brand screws up and the product doesn't quite perform "as advertised." If there wasn't a case for integrated marketing before there sure as hell would be one here!
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