Updates

Facebook is planning on releasing a live chat feature on profile pages at the end of this week. This feature will make the application similar to AIM and Twitter. The application will further encourage people to spend more time communicating on the site. I think the application will be widely used by some members. In fact before the launch of this feature, I’ve known people who have carried conversations over each other walls in real time and through messages.

When Creativity Goes Too Far–Bad Example

Creativity is great, don’t get me wrong, but sometimes creativity overtakes the message and discredits it. In fact, too much creativity lowers the brand/associations reputation and credibility. This is the case with the most recent social media marketing endeavor by Goodby, Silverstein & Partners for the California Milk Processor Board’s Got Milk campaign. It creates a fictional rock star named “White Gold” who has enhanced rock star abilities because he drinks milk. His band mates are the “Calcium Twins” and he has other band members with names like Wholena, and etc. (corny, huh). The series is supposed to target teens showing them the benefits of milk. ”White Gold” has a MySpace page and a video on YouTube.  

The series is ridiculous. It leaves a poor association of milk with the viewer. In fact, I doubt most viewers can even understand the benefits above the rock music. Using celebrities to originally market milk in a testimonial format was a great idea, but creating some guy with dirty long hair who is a rock star named “White Gold” to market milk is not. Even if the series receives attention, the message isn’t going to be seen or reflected in milk sales. If anything, teens will attach themselves to the ridiculousness of the rock star”White Gold” and forget about the benefits of drinking milk. It’ll become a joke and their message is certainly no joke.

P.S. Just because you are marketing to teens doesn’t mean you have to make a fool of yourselves and the brand.

 MySpace: http://www.myspace.com/whitegoldiswhitegold

Great example- Improv Everywhere

Improv Everywhere is an organization that creates “scenes of chaos and joy” in public places to raise awareness about a cause. They have been posting their initiatives on YouTube. This is a great example of how an organization can take a cause and what they do and show it to the public furthermore increasing even more awareness. Plus the interactivity of the medium allows comments which spurs new ideas and becomes an evaluation of their work in relation to their objective.

Take a look.

 Here is one of their most recent on YouTube: http://www.youtube.com/watch?v=dkYZ6rbPU2M

(You can find more on YouTube too.)

Their Web site: http://improveverywhere.com/

Current News

YouTube Video Awards 2007

The community has voted and some of the best videos are highly recognized including “Chocolate Rain Guy” and the “Laughing Baby.” Several other videos did not receive the awards for how much attention they received at the time such as videos like Obama Girl.

picApp

A copyrighted photography service that allows archived pictures to be placed by the editorial content of blogs. The new service is already linked to Getty Images and Corbis to sell small ads with the pictures.

My Starbucks Idea

My Starbucks Idea is a well designed social network where Starbucks customers can comment on Starbucks anything from the environment/atmosphere, employees to products and new product ideas. Already there is a lot of discussion, to relatively no surprise considering Starbucks loyal following. Unfortunately, it has been criticized as repetitive by critics. The social networks comments are exactly that and must be frustrating and tedious for marketers to sift through and find valuable insights. Another downfall of the site is that the consumer must have an account to post. Yes, this produces great demographic research, but that should be optional. There are too many people who will not take the time to set up an account and their ideas will never be heard.

Despite these arguments, My Starbucks Idea is a wonderful way to find new insights. In fact, it is one of the best ways. Consumers are willingly tell the company what they want. Even if only some of the suggestions are added/changed by the company, the publicizing of these changes by the consumer and for the consumer will make a difference. In some ways, the concept of running a business and having participating consumers has been adapted by founding governmental principles. A body governed for and by the people.

Anyway, for now, don’t cut the social network short. The success can not be determined in such a short amount of time. It will be interesting to see how “hot” and how “active” the social network remains, but with dedicated loyal consumers and employers willing to comment and enough interactivity and rewards, it’ll be a successful venture. It only takes one key insight to make millions.

Recent AdAge Digital Article: http://adage.com/article?article_id=125882

Starbucks Social Network: http://mystarbucksidea.force.com/home/home.jsp

Blogging Advice

Great article. So true.

http://www.nytimes.com/2008/03/20/technology/personaltech/20basics.html?_r=1&oref=slogin

KidZui–Screening the Internet

As more and more people question the Internet’s material for today’s kids, people are beginning to create new ways to screen kids from the Web and for some marketer’s messages. KidZui is a browser that limits your kids web experience. It only gives access to web sites that host quality content. Defining what content is kid-worthy was determined by more than 200 teachers and parents and kid-approved by 5000 youngsters. Although kids eventually need to learn how to navigate the Web and learn the difference between quality Web sites and those that are merely filled with rubbish, KidZui is great for young kids whose parents don’t have the time to sit with them and monitor their Internet usage. KidZui is not a free service, it’ll cost about $10 dollars a month.

 http://www.kidzui.com

Making a Splash–SplashCast Media

Add Dwane Wade to your page

Making a Splash–SplashCast Media

SplashCast Media is certainly making a “splash” in the social marketing network. As a leader in the creation of social advertisements, the company is already beginning to boast major clients like SonyBG, MTV, Universal Music and PBS to name a few. The company appears to even be doing work with Hillary Clinton with a “Hillary Speaks to Me” cast. The casts are great combining both entertainment and interactive engagement–a marketers dream. Besides these benefits, they directly target the young adult and teenage niche.  

As with the posted Dwayne Wade Splash Cast fans can watch videos of their favorite sports star. Beyond watching, fans are invited to comment as well as post additional videos themselves. The additional posting creates fan generate publicity. There is nothing better than your key demographic group being excited about the product or person that they contribute to the conversation by posting information for the marketer. In Dwayne Wade’s case, it’s brilliant. Not only do his sponsors reap from the benefits of frequent viewings, so does his reputation. It’s been proven  people trust “peer to peer” suggestions, advice and approval over marketers. What a great way to make use of that.

Although, I personally haven’t seen many of these casts splashed across Facebook. I think they will be making more and more of an appearance on profiles.

 Look out for this new medium and watch it play an even greater role in the social network scene as it gains in popularity.

 For additional casts and more information: www.splashcastmedia.com

A Mobile MySpace

A new version was launched allowing cell phone users with web access to update their profile, post on pages and view pictures. MySpace has made an exclusive deal with the cell phone provider Sprint in the US giving all web access users free access to the new site. Other cell  phone companies like AT&T users have to pay subscription fees. The new partnership allows Sprint users access to other Fox Interactive Media on other sites like FoxSports.com.

Check out the new page at http://m.myspace.com/