Uprising Movements http://www.uprisingmovements.com/ All the latest news about Cultural Movements from Uprising Movements Would a Facebook 'Like' make you buy a sweater? Mon, 21 Jan 2013 00:00:00 -0500 http://www.uprisingmovements.com/blog/would-a-facebook-like-make-you-buy-a-sweater/ http://www.uprisingmovements.com/blog/would-a-facebook-like-make-you-buy-a-sweater/ OK let’s be honest….do other people’s opinions influence what clothes you buy? You may say no but subconsciously, the answer is probably yes. We all want others to think we look good….would you really step out in a dress or sweater which your friends didn’t especially like?

Now Brazilian fashion retailer C&A has taken this a step further by attaching some of its clothes to electronic hangers which are directly linked to its Facebook account. Why? So you can see when you’re shopping which garments are the most popular amongst the social community. The number of ‘likes’ for each item is displayed in real time.

So would you make a grab for the piece which has the biggest number of ‘likes’? Maybe…if you believed it may result in a profitable sale on Ebay. But we go back to the first point. It depends how influenced you are by what other people think. Social media has meant that whether we admit it or not, we’re in an age now when we all DO care what others think. Consider this….we update our social networks with flattering photos of ourselves and post great status updates. Our online profiles may not be anything like reality, but that’s the point.

But it does demonstrate that brands are now finding innovative new ways to sell to us, blurring the boundaries between online and offline and for the first time using social media to truly influence our purchasing habits.

Of course, it’s not the first time brands have directly used social media opinions to shape and formulate their strategy. Bacardi did this by allowing their Facebook fans to dictate the line up at events – from the music itself to the drinks served – whilst Renault urged its followers to share their appreciation by installing Facebook share posts at an Amsterdam autoshow.

It’s going to be very interesting to see whether C&A’s initiative results in real-time sell-outs. If successful there’s endless possibilities….retailers could even use this method to ask us what items to stock and what we want to see in their stores. We could be the ones who decide what brands sell. Could this be the dawn of real retail power to the people?


Posted on 21st Jan 2013 by Scott Goodson

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Obama's Gun-Control has this growing Mom Movement behind it Mon, 21 Jan 2013 00:00:00 -0500 http://www.uprisingmovements.com/blog/obamas-gun-control-has-this-growing-mom-movement-behind-it/ http://www.uprisingmovements.com/blog/obamas-gun-control-has-this-growing-mom-movement-behind-it/ If you start to see 1MM4GC chalked on your sidewalk or bus shelter, don’t assume it’s urban graffiti. For it carries an important message. 1MM4CG is the stamp of One Million Moms for Gun Control – and this insignia is the latest campaign by the group to bring about changes in the gun control laws.

Formed following the tragedy at Sandy Hook, One Million Moms for Gun Control was created by Indiana mom Shannon Watts. And in less than month, 75 branches of 1MM4GC have sprung up across the country, all driving home the same messages that gun laws have to change now.

The simple graffiti, signed with ‘Moms Demand Action’ and a heart, is an example of what is making this Movement so successful. A heart…the word ‘Mom’….it’s an emotional reminder that in Newtown that day, as has happened in too many other places before (Sandy Hook was the 16th mass shooting to occur in 2012), Moms lost sons and daughters.

Using social media to bring Moms together, united in their aim for action on gun control legislation, is what’s made the 1MM4GC campaign so successful. The momentum of the campaign is gathering pace, as supporters swell to tens of thousands, growing daily.

Not only is the 1MM4GC graffiti appearing in public places, Moms across the country are changing on-mass their Facebook profile picture to that of the 1MM4GC logo, inviting 26 friends to join the Facebook page in memory of the 26 victims of Sandy Hook, and to tweet using specific hashtags related to the Movement. Supporters can even directly petition lawmakers through an online advocacy campaign tool.

Before social media, the very organization and rapid growth of a group such as 1MM4GC would have seemed impossible. But thanks to the power of the internet and the use of social media in uniting people who believe in a common cause, bringing about change really could be only a click away.


Posted on 21st Jan 2013 by Scott Goodson

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Q&A:Scott Goodson 氏の新刊:"Uprising"について StrawberryFrogにて Thu, 22 Nov 2012 00:00:00 -0500 http://www.uprisingmovements.com/blog/qascott-goodson-uprising-strawberryfrog/ http://www.uprisingmovements.com/blog/qascott-goodson-uprising-strawberryfrog/ ニューズウィーク紙のお勧め新刊リストにも掲載された、「Uprising: How to Build a Brand and change the world 」はアムステルダム、ニューヨーク、ムンバイにオフィスを構えるグローバル広告エージェンシー「StrawberryFrog」創設者のScott Goodson による新刊です。

彼は同書で、近年、大衆の声が一挙に社会を変えてしまうようなムーブメントの現象の背景を探り出し、マーケティングの専門家がそのムーブメントを効果的に利用する方法を提案しています。

- あなたは現代の暴動や騒乱の時代について取り上げています. このテーマをなぜ選んだのですか。それは広告業界にとって、どんな意味があるのでしょうか?

ロシアやシリア、ギリシャ、インド・・民衆が声を挙げて街道を練り歩く姿を新聞で毎日のように見かけます。米国で始まった「ウォール街を占有せよ」も世界的なムーブメントになりました。

非営利団体の"Invisible Children"が発表した"Kony 2012"はご存知でしょうか。このビデオはYouTubeで発表されてから、一週間少しで世界中で約1億人の人々に視聴されました。この映像の政治的なメッセージは置いておいて、マーケティングとして見た場合、広告を制作する際に、今我々が置かれている現状、そしてメッセージを発する先を考える上で、このようなムーブメントの存在は重要な事柄だと思うのです。

広告業界がこのようなテーマについて完全に答えを出せているわけではないと思います。

最近では、もしあなたが誰かを共感させることができたら、その人がその共感を自分の周囲の人々に積極的に伝えてくれます。そしてそれは、特にソーシャルメディアを通じて、あなたやあなたが所属する組織のブランドとなるのです。また、あなた自身が行動していなくても、広告やその他のツールを通じてあなたがなんらかの「よい事」に関係していれば、それは評価されるのです。

もし、抗議活動があなたのビジネスを直接の攻撃対象としていなければ、あなたの会社やブランドとその抗議活動はまったく別ものと認識されるのは当然です。

この本を通じて、私が広告業界に向けて声を大にして伝えたいと思っています。「社会における大きな課題や不安は、あなたと私も含めて、皆さんにとって新たなビジネス機会を生み出すのです。」

- 本書は、物議をかもすテーマを扱っていますね。読者からの批判は想定していますか?

本書が扱うテーマは、我々の世界で起こっている新たな流れであり、今後、我々ひとりひとりが直面する可能性があるムーブメントです。これは、権力を持つ人々にとっては恐ろしいことです。なので一部の人々は本書が広まる事は好まないかもしれません(シリアなどでは出版禁止になるでしょう)。

私が最も物議を醸す議論と考えているのは、企業や広告業界が特にこのようなムーブメントを起こす立場にいるということです。ムーブメントは常に高潔な目的を持って起こすものでないと思っています。商品を売るために起こしてもいいではないでしょうか?

ただ、企業がムーブメントを起こす際に、最低限、世の中を公正で持続的、そして面白くするアイディアでないといけないと思っています。良いムーブメントは企業が大衆と強い繋がりを生み出します。 そして、収奪的ではないですが、もちろん一定の範囲で収益に結びつける事ができます。

- 広告業界の立場からは、どのように捉えればいいのでしょうか?

私はこのムーブメントに対して、「うるさい人たちとは関わらず、頭のいたい問題に首を突っ込まずに安全な道を進もう。」と考える人が出てくる事を懸念しています。今のマーケティングの事業環境では、安全な道を進んでしまったら、あなたに対して立ち上がる人もいない、まったく無視される存在になってしまうでしょう。

ですから、この不安定なこの世の中において、ブランドはムーブメントに合わせて構築されるべきだと思うのです。

まずはあなたのブランドにとって何が価値なのかを見つけ出すことから始めます。あなたは何を支持していて、何を支持していないかを見つけ出すことです。これまでのマーケティングでは、基本的にはなにかに対して反対の立場を取る事は好まれませんでした。それは受け手によって賛同できない人がいたり、議論が分かれる余地があるからです。しかし、このような勇敢なマーケティングで成功した例は長い歴史でいくつも見られます(アップルが展開した「ビッグ・ブラザー」や画一性に強く対抗した広告などはその例でしょう)。そして現在、消費者はこれまで以上に、その価値と考え方を共有しているブランドを好むようになっています。

"Uprising"は我々が現在生きているこの世界で起きています。そして、あなたが個人や企業として、そのムーブメントを起こすきっかけをつくり、大きな力にしていくことができるのです。


Posted on 22nd Nov 2012 by Scott Goodson

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How to Survive in Advertising Fri, 02 Nov 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/how-to-survive-in-advertising/ http://www.uprisingmovements.com/blog/how-to-survive-in-advertising/ A lot of extremely credible, and no doubt, scientifically-tested rules that apply to horror movie survival can be used to ensure our own advertising industry longevity.

I'll get back to that in a minute. First, we must be aware of another potentially scary situation…

Years ago, a software program became capable of doing our job. Well, kind of. It produced mass quantities of ad ideas – all in blandly-adequate fashion. Acceptable creativity in ten seconds. About two coffee or martini sips worth of creative team time.

Is creativity merely an algorithm? Can a machine do that thing that not even strategists can realistically explain with a set formulaic definition? I've actually seen it defined with whimsical hand movements placed mid-sentence.

BETC Euro RSCG Worldwide, creators of the Creative Artificial Intelligence (CAI) technology, determined the software is only so clever. It's built with existing creative connections. Thankfully, enlightened humans are still superior. CAI was an experiment to demonstrate just that. 

...But don't let your guard down quite yet. That's rule number one in advertising survival.

  1. The moment you get comfortable and complacent is the moment you become obsolete. Think about it. If your "character" is not contributing to the main plot, you are potential prey. (Especially if you go off on your own, mock someone on the team, or live in Maine.)
  2. The junior creatives are always right behind you. Always. They're hungry and they don't sleep. (Encourage them and let them inspire you. Seriously, you really don't want them turning on you.)
  3. Anything you think you know about advertising you probably don't. The rules are always changing. Go with it. Arm yourself with current knowledge and collaborate with other creatives. (Whatever you do, do not take that shortcut you heard about from one of the locals. It never ends well.)
  4. If an idea is dead, don't assume it's going to stay dead. An ambitious idea always has one last shot at reality. Theoretically, it could resurface at any time – with more power. Ideas love to avenge their own deaths. And, idea sequels are always in the works. (If the idea has access to a hockey mask get the hell out of there.)
  5. Do not try to unmask creativity. It shows up where it wants, when it wants. It's everywhere and nowhere. It laughs maniacally and probably hangs out in a sweet lair during it's downtime. Whatever it is, it's certainly not a single software program. (Sooner or later, in a shocking orchestra-crescendoed plot twist, you'll realize it was actually you all along.)

Posted on 2nd Nov 2012 by Jennifer Hohn

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Bodyform bites back with video apology to snarky comment Wed, 17 Oct 2012 00:00:00 -0400 http://www.uprisingmovements.com/case-studies/bodyform-bites-back-with-video-apology-to-snarky-comment/ http://www.uprisingmovements.com/case-studies/bodyform-bites-back-with-video-apology-to-snarky-comment/ What do you do when your brand is suddenly exposed to scathing complaints or feedback on the web? How do you fight back when your reputation is at stake?

In the case of female hygiene company Bodyform, you fight fire with fire. When the brand received a cutting comment on its Facebook page, something that received over 84,000 likes - it couldn’t ignore it. It rose to the challenge by responding with a funny video.

The original tongue-in-cheek complaint came from Richard Neill who claimed that Bodyform had ‘lied to us for all these years’. Reproduced for this article, Richard said:

“Hi, as a man I must ask why you have lied to us for all these years. As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoasters, dancing, parachuting, why couldn't I get to enjoy this time of joy and 'blue water' and wings!! Dam my penis! Then I got a girlfriend, was so happy and couldn't wait for the joyous adverturous time of the month to happen.... you lied!! There was no joy, no extreme sports, no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrmmm bodyformed for youuuuuu as my lady to the little girl from the exorcist with added venom and extra 360-degree head spin. Thanks for setting me up for a fall bodyform, you crafty bugger…”

The responding YouTube video acted as an apology from the company’s fictional CEO. In the clip, entitled ‘The Truth’, Caroline Williams apologises for their years of deception and says, “What you’ve seen in our advertisements so far isn’t a factual representation of events, you’re right.

“The flagrant use of visualisation such as skydiving, rollerblading and mountain biking – you forgot horse riding, Richard – are actually metaphors, they’re not real.

“There’s no such thing as a happy period.”

The video – which explains that Bodyform was trying to protect men from the truth about women’s bodies – has had over 135,000 views on YouTube so far and is expected to be a hit.

Shared on its own Facebook Page, the brand is also enjoying a wealth of positive comments from its fans, all praising the smart video response.

Of course, before the digital revolution brands didn’t have this kind of exposure. There used to be a time when brands could control their own messages and they had a clear number of mediums in which to communicate with their customers.

Today, things have turned upside down. Brands lie at the mercy of their customers and must be transparent, open and prepared to listen to their needs. The digital landscape might seem a little exposed to some, but it actually presents a great opportunity to connect with customers like never before.

It represents an inspiring new way of thinking for next-generation challenger brands. It is certainly inspiring for StrawberryFrog when we work on next-generation challenger beauty brands like European Wax Center.

Bodyform understands the new playing field and responded beautifully to a negative comment with a funny video that not only won over its fan base but also cleverly advertised its products to the rest of the world.


Posted on 17th Oct 2012 by Scott Goodson

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Slacktivism. Or How We Support Without Real Support. Mon, 24 Sep 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/slacktivism-or-how-we-support-without-real-support--/ http://www.uprisingmovements.com/blog/slacktivism-or-how-we-support-without-real-support--/ by Kateryna Topol

A while back I came across a term Slacktivism. It fascinated me right away not because it is an inherently fascinating word but because of what it stood for - lazy activism. In the times of active social media Slacktivism is a one-click way of supporting an issue or a cause which in most cases have very little or no practical effect.

Activism use to be about action; supporting a cause use to be about doing something to move it forward and not merrily stating “I support”. In some cases the governing body of the cause will actually put forth a value such as donate a dollar per each LIKE but in most cases a LIKE is not worth anything more than a number. The power might be in numbers but now that we have an option to express our support in one click and never talk about it again the number is worthless. The thousand of people who LIKEd this page, or this post will not save a starving child, or change policy, or raise money for those who lost their homes to natural disasters.

When it comes to supporting a cause or driving action, social media strategies must be more aggressive in the Ask and more serious about action outcome. A LIKE should never be just a LIKE and a ReTweet should never be just a ReTweet. Cause related social media ask should entail tangible outcome to each action should it be donation or viral promotion.

The nature of social media action is inherently simple but it should not be one easily forgotten or useless.


Posted on 24th Sep 2012 by Scott Goodson

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Instagram - are you a fan? Tue, 07 Aug 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/instagram-are-you-a-fan-/ http://www.uprisingmovements.com/blog/instagram-are-you-a-fan-/ In 2012, human beings are now beginning to embrace social media and introduce it into their day-to-day life. But just when we are beginning to get used to tweeting each other and liking interesting things, a new social network has come to a head and this time it’s in the shape of Instagram.

Effectively it’s a social network that allows you to post interesting and artistic images. Realistically, it’s taking over our lives.

Instagram allows us to get retro and produce the images our grandparents have hiding away in the depths of their cupboards. It also allows us to spray these images across the web once we have edited them. Originally I thought this was the most exciting part of it but as I’ve used it more I’ve seen the true point of it.

Like Facebook, Twitter, and the all the other social networks, Instagram focuses on sharing. It’s human nature to share things and social media gives a point to sharing things. Build a beautiful and informative blog about a passion of yours, tweet interesting material about a given subject, or document your life in a series of artistic and emotive images on Instagram.

This latest edition to the huge movement that is social media is another string to the social bow. Each social network has a different benefit and focuses on a specific type of content. For people that require a little more color in their lives Instagram has made it even cooler to be interested in photography. But now businesses are beginning to smell the profit in it and are moving to a network that is less saturated.

Look out for businesses promoting their products creatively through Instagram over the coming months. Right now the likes of Starbucks and Red Bull are already doing a pretty good job at providing their customers with some amazing content so it’s only a matter of time before the rest step up to the mark.


Posted on 7th Aug 2012 by Philip Holdsworth

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The role of humor in social media for business Mon, 06 Aug 2012 00:00:00 -0400 http://www.uprisingmovements.com/tips/the-role-of-humor-in-social-media-for-business/ http://www.uprisingmovements.com/tips/the-role-of-humor-in-social-media-for-business/ Everyone likes a good laugh. No matter what part of the globe you are from, household income, age… whatever someone’s circumstance, humor is part of human nature and the one thing we all appreciate and like to enjoy every day, on and off line.

The enjoying and sharing of humorous jokes, visuals, anecdotes and videos is a big part of social media activity in our personal lives, but what should be its role in business? Should humor content be a part of your company’s social media campaign?

The experts say yes, but with crucial caveats. Reasons why you should consider using humor in your campaign include the fact that humor can serve to humanize a brand, prompting your audience to a different mindset about your product, services and company image. Humor also works well to get people’s attention and appeal to their emotions, two factors that will increase the likelihood of viewers remembering and sharing your content.

The flip side is that humor can, and has succeeded, in getting some brands into hot water, as evidenced by McDonald’s Twitter campaign fail and Huggies Dad directed Facebook diaper videos debacle.

Bottom line is that humor is enjoyed and shared for a reason, and your brand should consider its benefits when planning all your social media content – with special care. Before you hire that comedy writer or start sharing those puns however, we offer these fun facts to consider…

  • All Funny, All the Time? – Not!: The best use of humor in social media campaigns is when the brand sprinkles in humor on occasion and with reason and cause. Humor should not be the basis of your campaign for that will be awfully hard to maintain and set you up for inevitable bloopers.
  • Know Your Brand’s Laugh Quotient: Obviously, certain brands just don’t lend themselves to humor. We’re thinking the healthcare and financial fields can’t successfully do funny, as can’t any heavily regulated industry.
  • Nix the Hot Topics: Just as would do at any dinner party, there are certain topics best not to discuss, let alone joke about. Stay away from anything having to do with politics, religion, race, gender, sex or sexual orientation. And of course, keep it PG rated at all times. Better to be on the safe side than risk offending anyone.
  • Humor is in the Eye: While everyone loves a joke, what people think is funny, or not, is very subjective. To successfully interject humor with universal appeal into your social media campaign, make sure it is consistent with your brand’s messaging and philosophy to appeal to all its stakeholders, and test, test, test what you think is funny first before releasing it.

This blog was originally posted on www.movablecontent.com, Contributor, Sylvia O'Hagan: www.sylviohagan.com.


Posted on 6th Aug 2012 by Sylvia O'Hagan

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Social Networking’s Gender Gap Thu, 26 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/social-networkings-gender-gap/ http://www.uprisingmovements.com/blog/social-networkings-gender-gap/ When it comes to social networking practices and preferences, the gender gap is alive, well…and huge it seems. A recent infographic by data journalist and information journalist David McCandless noted stats on how men and women differ as to the sites they like to frequent more, i.e. 62% of Twitter users and 58% of Facebook users are female.

Of Pinterest, the site we have all been talking about as it gains in momentum by leaps and bounds (104 million users since 2010), McCandless reported that 72% of its users are female, though a recent CNN.com article: “Pinterest Not Manly Enough for You, Try These Sites Bro”, put that number closer to 83%, per a study by Visual.ly.

The CNN.com article explored some recent, 6 months young and less, start-ups that are hoping to translate the astounding success of Pinterest to something with more of a testosterone twist. Several new sites follow the pinning, commenting, trending formula, but with content and attitude catering to men.

Dudepin, with the tag line “man up, sign up, pin up” notes its raison de etre as “we wanted to create a community of awesomeness… this is a web site where people can share sweet male oriented content with friends. Trending pins were a fridge super stocked with beers and a 6 car garage with some great rides.

Manteristing says it is “dedicated to bringing you the most interesting and relevant images on the internet that highlight awesome man stuff”, which seems to include a lot of images of bikini babes, funny sayings and man heroes like Chuck Norris.

Punchpin offers guys the opportunity to view, share and comment on “cool stuff for guys”, which includes a list of manly pursuits like “funny cra@p”, “gadgets”, “chicks”, even “man caves” and “grilling”.

DartitUp is similar to the above, with the declaration that “Women are from Pinterest, men are from DartitUp” as analyzed in their infographic.

As for brand building opportunities on these new sites, the jury is still out as the “male pin site” concept is new and not widely explored. It may take off, however, given the popularity and eagerness of seemingly both sexes to engage in image sharing; though the image content and interest varies greatly. And, given the known psychological fact that men are very visual by nature, it can be argued that these sights might be ideal for male market aimed brands.

Case in point, on DartitUp.com, there is currently a SlimJim campaign which centers around challenges for best images… i.e. “what is the item every man cave needs, cupcake platters and throw pillows need not apply.” I would caution these sites, however, that they might want to tone down the overtly stereotypical machismo messaging of these sites, less they alienate a large portion of the men out there who, hopefully, are not all about babes, beer and cars.

Commenting on the CNN.com article one gentleman weighed in with a thought that might serve as cautionary thought: “I'm 57, male, heterosexual. So I go to the sites listed in this article and the first things I see are soft porn, violence and plenty of four letter words. One site has a pin that says, "Call me maybe - so I can kill you… I'll stick with Pinterest thank you.”

This blog was originally posted on www.movablecontent.com, Contributor, Sylvia O'Hagan: www.sylviohagan.com.


Posted on 26th Jul 2012 by Sylvia O'Hagan

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Uprisings: Big In Russia Tue, 24 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/uprisings-big-in-russia/ http://www.uprisingmovements.com/blog/uprisings-big-in-russia/ This article was written by Natalia Agre

The book "Uprising" by author and Founder of StrawberryFrog, Scott Goodson, is wonderful and inspiring. He is a pioneer. I would like to share my thoughts about the thinking in this book and the insights Scott provides on movement marketing.

No doubts that Russian brand managers should read this book. Creating movements is a trendy thing in Russia today, but not many brands understand that they can вuse it in their business and translate into profit. They just should choose the right kind of movements) Sure, in this book Russian advertisers will find a lot of good ideas and useful advices for their business.

In our case, when the goal of our campaigns is to make roads safer for everyone and we don’t have a large budget for that, we are always searching for the most effective solution. We understand that the best solution is to make social phenomenon for every campaign. Our experience shows that this attitude is working. And it works brilliantly.

On the assumption of your book I can make an output that it is a global trend. You have written about Occupy Wall Street. And just like the word “Sputnik” came from Russian to all other languages, word “Occupy” came to Russia with the same sense. This spring the new movement named OccupyAbai was launched in our country.

People In Russia are socially divided – every man lives for himself. It is kind of reaction to our communist past. Now the pendulum has swung to the other side and we have one more problem: people don’t trust each other. It has been this way for the last 20 years. But it doesn’t mean that they are ok with it, people feel acute shortage of social activity, people need to be integrated in social events. People are ready to cooperate.

In our social campaign “Nekuda speshit” (“Nowhere to rush”) we used unconventional approach. As I have already said for each road problem we are trying to find some model of action, which could bring all enthusiasts together. It can become social movement for drivers who drive carefully. Or for example social movement for responsible parents who buy child seats. So we try to make each person comfortable, to be a part of civilized society.

Returning to our social campaign about speed. Well, speed by itself is a great concept. In our minds it doesn’t look like crime or offence. It looks like valor, some kind of superpower. So we can’t just say: you are not allowed to be fast. We should find another way. And we have found it. We opposed to these views the value of a leisurely life. Delights of slowness, charm of calmness. Not against speed, but for calm and harmony. To give these values life we filmed a movie. Movie’s audience is a social movement, which will change the situation with road safety. We are trying to propagandize these ideas by ourselves. And your book being published in Russian language can help us. It would push society to some new thoughts such as:

  • Brand must be social phenomenon
  • Every campaign must be built on social laws
  • In Russia we are already understand these two points and intuitively accepting them
  • The more media coverage we have the more money can buy
  • We should maximize the impact of the budget and create a buzz (except media)
  • Create a media wave that would be publicized in the media by itself
  • We should specialize in low-budget-effective solutions

And here's that again in Russian...

Скотт, спасибо!

Ваша книга замечательна!

Без сомнений, российские бренд-менеджеры должны прочитать ваш труд. Создание общественных движений на сегодня является трендом в нашей стране, но не все бренды это сознают, и не все бренды понимают, что они могут использовать общественные движения в своем бизнесе, получая при этом немалую прибыль. Достаточно лишь выбрать «правильное» движение. Уверена, в этой книге российские рекламщики найдут много хороших идей и полезных советов для их профессии.

В нашем случае, учитывая, что наша миссия – сделать дороги безопасными и мы не располагаем большими бюджетами, мы все время ищем наиболее эффективные решения для кампаний. И мы поняли, что лучшее решение – это создавать для каждого проекта социальное явление. Наш опыт показывает что такой подход работает. И работает блестяще.

Исходя из того, что написано в вашей книге, я могу сделать вывод, что это – общемировая тенденция. Например, вы писали об Occupy Wall Street. Это явление (по аналогии со словом «Спутник», перешедшим из русского во все остальные языки без изменений смысла) пришло в Россию, не изменив своего значения.

В России люди социально разделены – каждый сам за себя. Это реакция на наше коммунистическое прошлое. Но теперь маятник качнулся в противоположную сторону, и у нас появилась новая проблема: люди не доверяют друг другу. Это типично для последних 20 лет. Но это не значит, что люди согласны с такой ситуацией, они чувствуют острую нехватку социальной активности и нуждаются в социальных явлениях. И люди готовы к совместной работе.

В нашей социальной кампании «Некуда спешить» мы использовали нестандартный подход. Как я уже говорила, для каждой проблемы дорожной безопасности мы пытаемся найти некую модель действий, которая могла бы объединить всех заинтересованных лиц. Это может вылиться в общественное движение водителей, которые ездят осторожно. Или, например, общественное движение родителей, которые ответственны за своих детей и покупают для них детские удерживающие устройства. И так далее: каждый человек может почувствовать себя частью цивилизованного общества.

Возвращаясь к нашей социальной кампании о скорости. Скорость сама по себе является очень широким понятием. В нашем сознании она не ассоциируется с преступлением или правонарушением. Скорее, это что-то вроде суперсилы, мощи, власти. Поэтому мы не могли просто сказать: вам нельзя быть быстрым. Мы должны были найти другой путь.

И мы его нашли. Мы противопоставили вышеописанным представлениям прелести неторопливой жизни. Очарование спокойствия, уникальность каждого момента, неповторимость мгновений. Мы не против скорости, но за неторопливость. Чтобы воплотить эти слова в реальность, мы сняли фильм.

Аудитория фильма – это как раз то самое общественное движение, которое изменит ситуацию, связанную с безопасностью дорожного движения.

Мы стараемся пропагандировать эти идеи самостоятельно. И публикация вашей книги на русском языке могла бы помочь нам. Она бы подтолкнула россиян к новым мыслям, таким как:

  • бренд должен быть социально значимым;
  • каждая кампания должна быть построена на социальных законах;
  • в России мы интуитивно догадываемся о первых двух пунктах и уже идем к ним;
  • чем больше СМИ сотрудничают с нами, тем более выгодной становится кампания;
  • мы должны максимизировать отдачу от бюджета и все время подогревать интерес к кампании (помимо СМИ);
  • мы должны создать медиаволну: то есть, заинтересовать проектом СМИ так сильно, что они будут писать о кампании самостоятельно;
  • мы должны специализироваться в малобюджетных, но эффективных решениях.

Image Credit: earlytwenties / Shutterstock.com


Posted on 24th Jul 2012 by Liz Wilson

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'Anti-ad' movement hi-jacks hoardings Tue, 24 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/anti-ad-movement-hi-jacks-hoardings/ http://www.uprisingmovements.com/blog/anti-ad-movement-hi-jacks-hoardings/ You know that billboard you drive past every day? Don’t be surprised if tomorrow it looks somewhat different.

A new global guerrilla movement to fight against brand intrusion is literally taking it to the streets in the UK and pasting over advertising hoardings one billboard at a time with anti-ad artworks contributed specifically for the campaign by some of the world’s best known artists.

The ‘Brandalism’ movement – a ‘subvertising project’ – has so far pasted over 35 billboards across five UK cities in just one trip with artwork from street artists such as Banksy collaborator Paul Insect, carefully timed to occur just two weeks before the London 2012 Olympics for maximum impact.

Each artwork takes a different form – whether street art, graffiti, illustration or photo montages – but they all carry the same message. But why go to all the trouble to hi-jack a hoarding in the middle of the night?

One of the installers of the artworks (http://brandalism.org.uk/gallery-page/), Robert Graysford, 27, says, “We’ve taken over these billboards because the advertising industry takes no responsibility for the messages they force-feed us every day. They claim to give us choice but we have no choice to ‘opt out’ from these intrusions into our public and personal spaces.”

But it’s not just about reclaiming the streets - there is actually a real message behind the movement. According to the organizers Brandalism aims to highlight the destructive role of the advertising industry in a range of social issues, ranging from debt and body image to cultural values. Each artwork has been carefully produced by the artist to reflect society’s problems and the part advertising has played.

Indeed, one guerrilla artist supporting Brandalism says the UK riots last year are a prime example of how advertising is exploiting us – kids took to the streets to claim what they had been ‘told’ they needed.

So are we all being manipulated by brands? Do you feel pressure to own the latest gadgets and gear when you see a branded billboard? Do you think we need to go down the same road as Sao Paulo in Brazil and ban all outdoor ads?

Or do you actually think they’re worthwhile? Sure they visually yell at us day in, day out, but where’s the real harm? That’s the question Brandalism is seeking to answer.

Share your thoughts!

Image Credit: All images are from the Brandalism website


Posted on 24th Jul 2012 by Scott Goodson

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Build it right and they will come Tue, 24 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/build-it-right-and-they-will-come/ http://www.uprisingmovements.com/blog/build-it-right-and-they-will-come/ Much is discussed about the need for brands to have a social media presence and engage on networks like Facebook, Twitter, Pinterest, etc. More and more companies are also seeing the value, and ROI, of building and nurturing their own online communities.

Companies like Ikea, Kraft Foods, Harley-Davidson and Procter & Gamble have made major investments to create their own company networks as a way to strategically engage with consumers, existing and potential, and foster brand relationships and loyalty.

In fact, nearly half of the top 100 global brands host their own networks.

A report in Strategy + Business on a working paper titled “Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Community” published by the Ross School of Business studied the ROI on creating and curating online company communities and found the effort worthwhile. Authors of the paper found revenue from members of the community increased by an average of 19% after they joined the brand network, the result of “closer ties with other customers and more engagement with the company”. The authors noted that this increase was significant to note and set an example for others interested in creating an online community network as “it more than covers the fixed cost of setting up the community as well as the variable cost of operating it.”

Just as in the case of a favorite social network site, website, blog etc., the key to drawing traffic to a brand network, as well as having visitors engage and become an active member and participant of the community, is providing compelling content and inspiring interaction, commentary, engagement and sharing. Consider the following tips from online community designers before launching your own company network:

  • Realize that your content should be about the community you want to create, not just about your brand. For example, IkeaFans.com http://www.ikeafans.com/ celebrates the Ikea lifestyle with a forum, blogs, Ikeapedia and other features where fans can share design ideas and tips with the support and recognition of the company and their Ikea loving peers. A separate domain name is one way to distinguish between an online brand community and just the company’s website. Be sure to present a purpose and content that matters to people, i.e. providing great meals to your family by way of Kraft’s online community.
  • Showcase member activity and participation. It is human nature, and online psychology 101, that people like to see the items they post - pictures, comments, projects, etc. - showcased and recognized. Reward participation with feedback and encourage more with marketing tools like contests, product giveaways and more. Identify and build relationships with the influencers that emerge on your community, they have the potential to be valuable consumer managers of the commentary and user provided content on your site.
  • Keep content current and coming continuously. It’s essential to give members a reason for returning to the community again and again. Ask and answer questions, trigger conversations, provide content of value in your business space (i.e. recipes, usage tips, and new ways to use a product)… then be sure to weigh in with responses and company commentary on an ongoing basis. Consider a twitter feed sidebar to show what people are saying about your brand in real time on Twitter.

This blog was originally posted on www.movablecontent.com, Contributor, Sylvia O'Hagan: www.sylviohagan.com.


Posted on 24th Jul 2012 by Sylvia O'Hagan

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China and its uprising social media revolution Thu, 19 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/china-and-its-uprising-social-media-revolution/ http://www.uprisingmovements.com/blog/china-and-its-uprising-social-media-revolution/ It was so interesting to hear on BBC Radio4 this morning about China and its ongoing social media revolution. According to the news report, more than 300 million people are now signed up to Sina Weibo, China's own version of Twitter.

The service - which continues to attract more fans every day - is being heralded as a 'new wave of self expression' in a society where self expression has traditionally been dangerous and unwelcome.

Apparently, the social network is helping people to form groups and come together all over China. It's encouraging civil society to flourish and is sparking a whole revolution on the way people communicate over there.

Of course, this isn't the first time we've seen social media and its impact on certain cultures. It literally changes things overnight by bringing about increased freedom of speech as well as sparking uprisings all over the globe.

It's therefore no surprise that the Chinese government is still fighting it. According to the BBC, they regularly release a list of banned keywords to companies like Weibo, for example 'Hong Kong March' has been banned after protests there. And if it's included in a post, it'll also be deleted.

But that hasn't stopped people from speaking their minds. They'll avoid the banned keywords and instead use puns and cartoons to challenge the powers that be and their keyword system.

Make no mistake, China is changing thanks to the ever-growing power of social media, which is turning cultures upside down. It's changing the system in a way that governments are no longer the ones who hold all the playing cards - it's the people, in their powerful numbers, who are making their voices heard. And the positive outcome of that is freedom of speech, people power and democracy.

We've seen the Middle East and its uprisings in recent years. We've seen how people who share a passion can make political and social changes, simply by coming together through an online social network.

Now it's happening elsewhere. We will look back on this moment in history as the 'digital revolution' and how it brought the world together, changed the way we communicated, transformed cultures and allowed small businesses to flourish and go global.


Posted on 19th Jul 2012 by Katy Cowan

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Power of the Journey for Social Businesses Wed, 04 Jul 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/power-of-the-journey-for-social-businesses/ http://www.uprisingmovements.com/blog/power-of-the-journey-for-social-businesses/ As we embark on the social journey through the digital bazaar, the line between brands, employees and customers continues to blur. Brands understand this is a time of uncertainty, and some have embraced change more quickly than others. The most alert brands have eagerly jumped into the social branding fray, helping to define exactly what this term means in the process.

Social branding has undoubtedly presented new challenges. As more business have come to adopt this practice, they have also come to realize that to build a truly effective social brand they must build engaged communities from the inside out. In short, a company must learn to evolve into a social business by empowering its employees to become effective brand ambassadors.

Social Collaboration

Successful social branding demands much more from a business than simply pumping countless advertising dollars into digital channels. It’s one thing to bombard potential customers with focused branding through a wealth of digital platforms, but it’s another thing entirely to get those customers to carry that message forward.

However, before a brand can mobilize its customers to carry its message forward, it must first get all its dominoes lined up on the home front. Successful brand advocacy begins with a company’s employees. Brands capitalizing on this tremendous asset are positioning themselves for sustained growth and success.

Why Employees Make the Best Advocates

“Think of a brand as a planet and each employee as a satellite orbiting around it.”

Think of a brand as a planet, and each employee as a satellite orbiting around it. Each satellite is an individual entity unto itself, but all are bound by gravity to something much larger that unites all these separate units into an interactive system. The stronger a brand’s message and goals, the greater pull it has on each employee. The more an employee can identify with the branding message of its employer, the less likely it is to “break orbit,” or go off message.

Adobe has over 2,000 employees engaged in social media. Their concept of a social media policy is more “guard rails” than guidelines. Through internal education they have developed a trusting relationship with employees, according to Maria Poveromo, Director of Social Media Adobe Systems. More executives are realizing the tremendous potential that branding engenders. Colleen Barrett from Southwest Airlines and Tony Hsieh have long been strong advocates for such a system, but others are coming around as well. Take, for example, the AT&T Networking Exchange Blog (AT&T NE blog) Bill Strawderman and Trish Nettleship spearheaded the AT&T NE blog in order to bring the digital voices of employee ambassadors in the public sphere as part of the company’s effort to help foster authenticity. In an eMarketer article, Nettleship said, “The idea is to build thought leadership and engage customers earlier in the research process, as they’re starting to learn about these technologies and how they are going to help their business.” And in the essence of transparency, AT&T is a client of Blue Focus Marketing.

The strong leadership at Adobe has also come to the same conclusion. In a recent Forbes article, Ann Lewnes, SVP of Global Marketing for Adobe, commented, “Adobe made a massive investment to (re)train and reconfigure our team... As our teams gained insight into social and digital, they felt empowered and excited to experiment in these new mediums. Did we have resistance at first? You bet. But we now have an organization full of converts. And once the results started rolling in, and they saw how quantifiable digital made things, our C-suite got on board as well.”

Net Promoter Score – Executive Motivation

One motivation for C-suite executives to become a social business is to increase their company’s Net Promoter Score. In a recent Forbes article, Christine Comaford explores what makes Enterasys successful. In addition to three years of consecutive revenue growth, they earned a net promoter score of 81. Vala Afshar (@ValaAfshar), Chief Customer Officer, Enterasys, is an excellent example of a successful C-level executives who engages customers and community.

Sometimes “Joe” is a Brand’s Best Bet

Brand advocacy, of course, does not end with the employees. As satellites connected to a larger system, their job is then to spread the brand’s message to their own networks, adding personality and character to a brand in ways wholly unique to social media.

That message then becomes available to the Average Joe, who is happy to pick up a brand’s message and distribute it to their own channels—provided, of course, that they are sufficiently convinced of a brand’s authenticity.

According to a recent eMarketer survey, a very large portion of consumers (50 percent) are quite happy to forward a brand’s message simply because they enjoyed their own experience with that brand. Another 37 percent become brand advocates to help friends and family, while only 1 percent do so for personal gain (i.e., rewards, discounts, etc.).

This incredible willingness on the part of the Average Joe to become a brand advocates for little or no extra incentive represents a tremendous resource for companies. As eMarketer writer/analyst Kimberly Maul put it, “Because the average consumer inherently trusts his or her friends and family, a person who is a brand advocate can be highly influential. And advocates are stepping up to that opportunity.”

To generate a strong community of brand advocacy, brands must never forget that the entire enterprise depends on building authentic, natural social relationships. As Nigel Cameron recently remarked in a recent blog post, “The future is social. But that social is not ad-driven, privacy-destroying, IP-wielding, reaping economic profit. It is in general mutualized, open-sourced, and ultimately a thrilling constantly innovating utility environment for much human activity.” Brands that fail to keep this in mind risk a much different effect than the one they intended.

Roadmaps for the Future

As Cameron also mentioned in his post, “In general, this is early early days.” Until recently, resources for building successful social marketing campaigns have been scarce, to say the least.

Kent Huffman’s 8 Mandates for Social Media Marketing Success is a must-read for any brand looking to build a successful social marketing campaign without hitting some stumbling blocks along the way. Kent features AT&T’s NE blog as a corporate success story. As the title suggests, the book features eight key steps—which begin and end with listening—that are key to building a strong core of brand advocates. To illustrate these concepts, Huffman has packed the book full of helpful quotes and real-life examples of success.

In the era of social branding, companies are scrambling to learn how to navigate this new media environment. A brand’s entire reputation can be made or broken overnight as a result of an errant tweet gone viral.

Another book that recently hit the market, Ric Dragon’s Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever addresses the ways to strike just the right balance for marketing success.

By skillfully navigating key social concepts and illustrating how they apply to the connected world, Ric Dragon compels businesses to ask tough the questions about their branding strategies. People need to feel comfortable inviting a brand into their homes. However, to even get their foot in the door, Dragon argues, brands need to embody vision, values, and passion. With this book, brands have a comprehensive and easy-to-follow roadmap for success.

Social Journey – From social media to social business

Maria Poveromo in her LeWeb 2012 presentation shares Adobe’s insights on their social journey—both the mistakes they’ve made and how they’ve learned from them. Her presentation highlighted the key need for organization. External success begins with internal harmony. As I wrote in my post in AT&T’s NE blog, “The Rise of Social Business,” “Unless a company communicates well internally, it will not be able to communicate its brands effectively to the public. People don’t think of a brand as a series of departments. Rather, they think of a brand as a whole entity.”

“Brand Heat” – Coming in July on AT&T Networking Exchange Blog

In my upcoming AT&T NE blog in July, “Smartest brands: Innovative Leaders Shape (Not Control) the Path" I will dive deeper into the issue brand advocacy and the ways it can benefit businesses, including insights from Brad Rencher, Sr. VP & General Manager, Digital Marketing – Adobe. Hope you enjoy!

Brand Choreography – Blue Focus Marketing & the AMA | Chicago, Sept. 13-14, 2012

You may wish to read about Blue Focus Marketing’s position on Integrated Marketing Communications that we call “Brand Choreography.” On Sept 13-14, Mark will be conducting a two-day workshop for the American Marketing Association (AMA) in Chicago. This IMC Training Series is designed to help marketing and business professionals develop an IMC roadmap so attendees can leave the workshop armed with strategic advice and a sense of empowerment to move their IMC plans forward. To learn more, go to this link. You can view Mark’s new post, Brand Choreography, on AT&T’s Networking Exchange Blog.


Posted on 4th Jul 2012 by Cheryl Burgess

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People as Media – The real power behind Social Media Thu, 21 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/people-as-media--the-real-power-behind-social-media/ http://www.uprisingmovements.com/blog/people-as-media--the-real-power-behind-social-media/ Good news. Bad news. It spreads easily.

Being good. Doing good. Raising a voice for good bad. We see it all around us.

Brand launches. Offers. Reviews. Events. We are surrounded by them.

Indeed, we are swamped. By options. By advertising. By messages from people we know. And those we don’t.

Six degrees of separation? Sometimes it seems, more like one click of separation. Or rather one click to connect. We can connect with anything, anyone… anywhere, anytime. 24x7x365 is not about Customer Service anymore, but about our lives. Geography is history. Time zones are immaterial. W W W has gone from meaning merely the World Wide Web to becoming Whoever Wherever Whenever , and Whatever.

The water cooler is no longer something in one corner of the office around which a bunch of colleagues gather. But has become a Status update that can reach virtually anyone, anywhere. In the blink of an eye, or rather, a click on Update/Send.

Brands have awoken to this new reality. To the power of technology. To the spread of devices.

To the growth and development of the Internet. To the birth and explosion of social media. And have rapidly adopted it. Websites are passé. Social media is the new digital home of many brands.

Not surprising since that’s where the people are, and the action has shifted. Almost 1 in 7 persons on this planet is on Facebook. The ‘Republic’ of Facebook would be the 3rd most populous country on the planet after China and India. Twitter user numbers crossed 100 million a while back. Youtube has more new content uploaded every week than the leading American TV networks produced in decades.

These numbers make brands drool. And spur them to mount aggressive marketing and advertising campaigns centred around Social Media. Aimed at aggregating large numbers of ‘fans’. And then talking to them, interacting with them, influencing them.

They create elaborate strategies around Social Media Marketing. Many work, some don’t. The ones that work make marketers do more and more of the same. The ones that don’t usually get marketers to increase investments in the short term, because the ‘others’ seem to being seeing success.

Large campaigns. Backed by large budgets. And an almost rabid focus to talk to consumers. Engage them. Get them to Like the brand, and to share it with their friends. Works to a point.

But really, this approach misses the bigger point.

That Social Media marketing is not about Marketing. Or even about the media (read: Facebook, Twitter, YouTube etc.) But it’s about being Social.

Social in a manner that that enables the audience to talk to one another. With the brand playing benign host. And providing the stimulus, the means, sometimes the incentive for its audience to stay. At its party. And to interact with their friends. To tell others what’s happening. To invite them over. To make new friends.

This Social manner can help unlock the ultimate influencer for brands. The power of its audience. The power of People as Media.

Yes, it’s no longer the newspapers and television channels and websites that provide the best returns for a brand. They might provide reach, and an opportunity to see or interact.

But what they miss is the power of ‘People like me’. The ripples of influence that come from the people carrying a message, instead of the channel carrying it. These ripples spread and create waves. That get powerful as they overlap and spread further and farther.

Look back at any of the key events of the last few years, and you will see that the difference between success and failure wasn’t just an idea, a campaign, a cause. But how the idea got picked up. And how much it touched people to make their own. To spread as their own. To their own. And likewise, further. Think Barack Obama’s last Presidential campaign. Or the BP oil spill of a couple of years back. The Egyptian Revolution. Or any brand campaign that touched you.

Why just a few years back, look back over 80 years. To the Civil Disobedience movement in India. Started by Mahatma Gandhi, fondly called the Father of the Nation by Indians. His was an idea wrapped in strong conviction. That spread across the length and breadth of India. Through cities, towns and villages. From person to person. Through families, friends, communities. Till its reverberation brought down the mighty British empire. And brought India its independence.

The power of People as Media at work. Long before we knew media as we know it now. Long before technology enabled the interconnectedness amongst people. Long before Social media platforms were born. Long before one could Like something and Share it.

Today, with the tools and the technology, and Social Media, making People your Media is that much easier. Or that much harder. Depending on what you see as Media. And what you think of Social.

But one thing is certain. The difference between a campaign that’s noticed and one that creates real brand love will be more than the idea, the creative, and the cause. The difference will be People as media that will give the campaign wings like no other media can.

And an impact unlike other media can ever do.


Posted on 21st Jun 2012 by Ashok Lalla

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Tasting the Apple of the future today Wed, 13 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/tasting-the-apple-of-the-future-today/ http://www.uprisingmovements.com/blog/tasting-the-apple-of-the-future-today/ How many times have you fumbled around in your wallet or pockets, desperately trying to find your boarding pass before catching a flight? Or arrived at a venue only to discover that you’ve misplaced your tickets? Well, Apple is about to change all that.

During an exciting announcement at its annual developers conference WWDC 2012, Apple unveiled ‘Passbook’ – a digital pass organizer for iOS 6, which lets you store and quickly access electronic versions of tickets, boarding passes, coupons and store membership cards – all in one place.

But Passbook is more than just an organizer. It’s also dynamic, which means it will notify you of any flight delays or gate changes. And when you’re walking down the street and going past a movie theatre, it will alert you to any available coupons or offers.

And rumour has it Passbook will automatically load up when your iPhone (or iPad) detects you’re in a specific location where you own a loyalty card, like Starbucks for example.

Right now, Passbook is simply about ticket aggregation. But in future, it could include credit card data, paving the way toward wireless payments for iPhone. And if that happens, Apple will corner the market in terms of coupons and payments. Particularly as it already has access to 400 million active and registered accounts on its iTunes store.

But why go to all the trouble of creating a new payment system when there are plenty of alternatives already in place? Simple. Apple isn’t interested in competing with existing infrastructures – its ultimate goal is to become a ubiquitous element to that infrastructure by completely replacing our physical wallets with digital versions.

In a nutshell, Apple wants to change the world. It wants to become so ingrained in our daily lives that we simply can’t live without them. Granted, it wants to make our lives easier by designing cool technology. But ultimately, it wants to be the platform that rules the world.

Passbook will arrive once Apple’s iOS 6 is launched in autumn. Be prepared for another taste of the future.


Posted on 13th Jun 2012 by Scott Goodson

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Understanding the Need to Share for Marketing Success Tue, 12 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/understanding-the-need-to-share-for-marketing-success/ http://www.uprisingmovements.com/blog/understanding-the-need-to-share-for-marketing-success/ Whitney Houston’s death and funeral this past February was a social media fueled event. Newscasters reported on celebrity reaction through their tweets, the New York Times reported on the Facebook and Twitter explosion on the news noting, for example, that an hour after Whitney’s death 18% of all tweets mentioned Whitney and on the funeral coverage on E!, the continuous, streaming comments of viewers posted were as fascinating as the proceedings.

The Whitney focused conversation highlights what seems to be increasingly true of social media participation. Everywhere and every day, people are compelled to talk not only about the news of the day and what is affecting them with their friends and family, but to make their comments and feelings known to the cyber universe at large. And, people are increasingly not only checking out the news on their TV, newspapers and online sites, but monitoring all their social media outlets and channels to see what others are saying about the current topic. In this hyper fast and hyper rich information age, we want to know both what is happening and how people are reacting.

What drives people to take to the internet to share their thoughts and feedback on everything from a current news story to the latest food trend? A recent study on the topic of “The Psychology of Sharing” was conducted by The New York Times in collaboration with Latitude Research. The study, compiled from a survey of 2500 medium to heavy online sharers, presented some great thought starters on how and why people share with each other online. The research reveals some great nuggets for marketers deciding on their own online strategy and content including the who, why and how information and thoughts are shared. Key takeaways and comments include:

  • 85% of the study respondents said reading other people’s responses helps them better understand and process information and events
  • 68% share to give people a better sense of who they are and what they care about
  • Sharing is all about relationships – it’s part of human nature to want to share and the compulsion to do so touches on self-actualization, esteem, love / belonging, safety and physiological issues
  • There are different types of sharers, based on what motivates them to share. Per the study, each persona is defined by emotional motivations, desired presentation of self, role of sharing in their life and the value of being the first to share.

The most important “aha moment” from this study is that the cause, result and reaction to internet communication all comes down to human nature. Just as humans used to sit and talk around a fire when civilization first started, we now feel compelled to go to the places where other humans are willing to listen and respond to us, that being online social media forums.

For marketers looking to understand and appeal to their intended audience online through social media, one key factor to influence sharing noted in the study seemed like something we should make a poster out of and display for frequent viewing: “appeal to consumer’s motivation to connect with each other, not just with your brand.”

It suggests that if you make your content, and its marketing message, something online consumers will be interested in seeing, reading, trusting and responding to they will reward you by sharing their experience about your brand to their sphere of connections and beyond.

This blog was originally posted on www.movablecontent.com, Contributor, Sylvia O'Hagan: www.sylviohagan.com.

Image credit: Featureflash / Shutterstock.com


Posted on 12th Jun 2012 by Sylvia O'Hagan

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Channeling Sterling Cooper Draper Pryce Mon, 11 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/tips/channeling-sterling-cooper-draper-pryce/ http://www.uprisingmovements.com/tips/channeling-sterling-cooper-draper-pryce/ An episode of Mad Men this season had copywriter Peggy Olson left in charge of pitching – unsuccessfully – an ad campaign for Heinz beans. This was round two for the renowned TV ad agency, after Peggy’s original bean ballet idea was shot down in the season premiere. As is the case with us creative types, Peggy is once again frustrated by the Heinz executive just not getting the imagery and idea she was passionate about, and the team was sent, literally, back to the drawing board.

The episode got me thinking how today’s digital business landscape has triggered the need for that sort of old school creative campaign development, complete with witty headlines, brand mascots, catchy jingles and the like. In today’s crowded marketplace, it’s essential to flex our creative muscles to develop attention grabbing content that would make even hard to please Don Draper proud. Internet viewers are looking for content that engages, entertains, makes them laugh, makes them think, motivates… and to get to those results you need to draw viewers in with a spot on, creative campaign.

Being creative is a difficult concept for some. There are stereotypes on creative “types” and many people think you can’t be both business focused and creative. A recent article in Mashable discussed the topic. To get your creative juices flowing, try some of these tried and true tactics:

Facts First

In order to get creative about a brand or internet campaign, you need to know the ins and outs and everything there is to know about a brand. Visit where a product is made, monitor a service, talk to customers and staffers. You never know what detail, even the most minute, can trigger a winning idea.

Check out the Competition

An audit of what the competition is doing is important information. Review those products or services in your category to help you assess how they relate to your brand and inspire thoughts on how you might want to present a different and better viewpoint.

Bring on a Brainstorm

Two, three or even more minds are better than one when it comes to creativity exercises. Bring together colleagues on the brand, and even outsiders, to amass fresh ideas, or start the process of building on concepts.

Get Out and Play

Creativity is hard to come by when you are stressed and overworked.Sometimes the best ideas are spurred by being out of the office, on your own or with your team. Nurture creativity too in your workplace by giving employees adequate down time and building inspiring work practices into the work environment.

This article was originally written for Moveablecontent.com by www.sylviaohagan.com/


Posted on 11th Jun 2012 by Sylvia O'Hagan

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What makes a successful Social Executive? Wed, 06 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/what-makes-a-successful-social-executive/ http://www.uprisingmovements.com/blog/what-makes-a-successful-social-executive/ The past decade has seen the emergence of the digital bazaar. In this world of seemingly infinite connections, forward-thinking executives have come to understand that they must adopt effective social business practices or risk getting left behind.

As evidenced by Mark Fidelman’s recent blog post, “These are the are Top 25 Most Social CIOs in the Fortune 250,” many executives have not only risen to the challenge, but thrived in their new roles. Fidelman allows a few of these CIOs to speak about their new social roles and the importance of those roles to their businesses. My recent post at Blue Focus Marketing, “7 Personalities of a Social Executive”, also explored the traits that make for successful social executives. Following this train of thought a little further, I decided to ask some colleagues what traits they prized in these business leaders.

Michael Krigsman, CEO of Asuret and analyst at ZDNet, pointed out that social executives tend to speak for themselves. “In today’s world, the social imperative requires innovative executives to reach out and touch customers, partners, employees, and other stakeholders directly—without intermediaries. Doing so in a meaningful way forces managers to develop the confidence to speak honestly without handlers getting in the way. Of course discretion is necessary, but honest dialog is possible and there are many examples of senior management who have already taken this step. Start small, perhaps with a Twitter account, and just engage; then see what happens and enjoy the results!”

“LinkedIn Diva” Lori Ruff of Integrated Alliances seemed to agree with Krigsman’s assessment. Confidence and honesty certainly play key roles for the social executive, and perhaps humility as well. “Authentic Social Executives are open to joining the conversation; they understand the value of being approachable and available to their stakeholders,” Ruff said. “They are confident (i.e., not afraid of their own voice) and understand we all start from the same place—with a barren profile and zero followers. For professionals in the C-Suite who are used to having and maintaining a polished and professional image, starting with nothing is intimidating. The Social Executive understands and is willing to put a stake in the ground and take the plunge.”

Ruff’s idea of putting a stake in the ground is echoed by Nigel M. de S.Cameron, President and CEO of the Center for Policy on Emerging Technologies. “Executive leadership depends on deep understanding of stakeholder culture,” Cameron said. “Markets like products are being transformed exponentially; social is the cultural language of every market and especially those growing and emerging. You can’t engage in social at second hand; the socially credentialed exec will be at home on Twitter, LinkedIn, Google+, Yammer; will blog a little at least; will be a participant in the global social community—or sooner rather than later will cease to have an office in the C suite. There really is no alternative.”

Business solutions to meet connectivity challenges

In Abhi Ingle’s recent AT&T Networking Exchange blog he gives examples how business executives need to incorporate the power of cloud computing coupled with its soul mate (mobility) to increase productivity and connectivity. He recommends executives use ProntoForms from AT&T to increase efficiencies in today’s complex digital world.

Authentic Interaction

As businesses become increasingly geared towards developing nuanced, complex relationships with their customers, it appears that we are coming to expect the same things from our executives as we do with all meaningful relationships: confidence, honesty, strong communication and a sense of purpose. Phonies stick out like a sore thumb in the digital world, and any executive who can’t provide an authentic interaction may find their customers turning to their competitors.

The following infographic presents the most successful 25 Top Social CIOs in the country.


Posted on 6th Jun 2012 by Cheryl Burgess

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#NYIW – An Uprisers Playground. Wed, 06 Jun 2012 00:00:00 -0400 http://www.uprisingmovements.com/blog/nyiw--an-uprisers-playground-/ http://www.uprisingmovements.com/blog/nyiw--an-uprisers-playground-/ New York Internet Week (#NYIW) brings together Silicon Valley gurus, Wall Street venture capitalists, Madison Ave. ad execs and anyone else with an interest in the future of media. Unlike many other media conferences, #NYIW isn’t limited by location. You can catch a blogging panel at the trendy downtown headquarters, go to a networking event at the penthouse of an ad agency or listen to start up pitches at a mid town bar.

This is what makes #NYIW so great, it’s not cut off from its host city but rather a part of it. #NYIW lives and breathes creativity. Cultural marketing and uprising is present everywhere. Companies and speakers are constantly trying to defy industry standards and start movements to distinguish themselves from the clutter. Here are my top 3 uprising trends and takeaways from #NYIW:

1.Proximity Based Social Media

Imagine getting a smart phone notification that a clothing store that you just walked by has a special sale on your favorite brand of jeans or that one of your old college buddies is sitting at a bar across the street. This new concept is called Proximity Based Social Media. Proximity Based Social Media combines the intuitive features of a social media network with the location-based data of a map system. There are already some truly innovative startups working within this medium.

Some apps like Foursquare and Sonar are starting to realize the possibilities of Proximity Based Social Media and how it can make our lives more enjoyable and convenient. There are, however, some major challenges. The apps must be able to sift through all your personal data to truly decipher the information that matters to the user. You don’t want to get information about every single clothing store having a sale within a ten mile radius but rather one or two that match your personal style and taste.

Relevance and aggregation are also crucial for Proximity Based Social Media applications. How can an app aggregate all the information you publicly upload to your social media profile to provide a fulfilling and helpful experience? There’s no single answer but rather a number of theories and ideas that were presented at #NYIW.

Brett Martin, CEO and co-founder of Sonar, spoke about the current state of Proximity Based Social Media and where it needs to go in order to truly integrate itself into our lives and provide a useful service. Martin highlighted the concept of Frictionless Sharing and how it will play a role in the user experience. Frictionless Sharing is sharing that requires little or no effort from the user. For example, when you play a song on Spotify it immediately shows up on your Facebook feed. This requires almost no work from you but the app still shares and collects data. Companies like Sonar aim to make suggestions based on this Frictionless Sharing so you can meet people that have similar interests as you, get great deals at local restaurants and enjoy all of life’s possibilities!

There is still a lot of work to be done and a plethora of opportunities for inspired techies. Proximity Based Social Media apps aim to make suggestions based on what we are already familiar with but the true integrated user experience is derived from the unfamiliar. The unfamiliar would suggest ideas and connections that we have not had past experiences with but carry shades of information and characteristics that spark our interest.

For example, a traditional location based app would suggest that you stop by the local sushi restaurant to pickup dinner on your way back from work since you entered Japanese food as your favorite food on Facebook. A more innovative and transformative app would have suggested an airplane ticket to Japan or a local movie theater that’s playing a film about the ancient Samurai as possible purchases and activities. These apps explore the unfamiliar by relying on your personal information. Companies like Facebook, Foursquare and Sonar have all made great innovations and strides in Proximity Based Social Media but there is still much to come.

2. Tablet Tailored Journalism

News aggregators like The Huffington Post do an outstanding job of efficiently and effectively communicating popular and important news stories. They aggregate important data from across the web and even offer some opinionated and research based stories.

They, however, do not act carry the same investigative grit and truly envelope pushing journalism that traditional newspapers have. The newspapers that do live on the web are often either PDFs of already published works or buggy applications that don’t take advantage of interactive content. The Daily aims to change all of this.

The Daily is an iPad news application that combines the journalistic content of a traditional newspaper along with the interactive experience of the web. Jesse Angelo, editor of The Daily, spoke about the app and the future of journalism at the Newsstand 2.0 panel as part of #NYIW. Angelo does not come from a web background but rather a traditional newspaper foundation. This serves as a tremendous advantage. You can’t read The Daily on your laptop or home desktop computer for good reasons. Too many news sources try to create one-version fits all news experience. This simply does not work. An iPad is a truly unique user experience. The Daily was specifically designed for a tablet and smart phone experience. The 2010 Project For Excellence in Journalism famously claimed that an overwhelming majority of consumers would never pay for online news. Their survey, however, failed to realize that people wouldn’t pay for the quality and experience of web news they were receiving. The Daily is the number one news app and it requires a paid subscription. It has over 100,000 paying subscribers and grows quickly. People will always pay for great content. Quality is king!

3.Sex Doesn’t Sell, Authentic Brand Connections Do!

Every brand wants to create an emotional connection with their consumers, a connection that creates loyalty, recognition and record breaking sales. There’s only one-way to creating these connections – authenticity. Some companies will ignore authenticity and instead take shortcuts. These shortcuts might help you sell some extra units in the short term but won’t establish these very coveted brand connections.

Sex is one of these shortcuts. Putting a bikini clad girl in your commercial will create a brief emotional rush but won’t establish brand recognition and loyalty. Developing a real life character and experience will do the opposite. The problem is that it’s really easy to throw a hot girl in your ad and use her as a spokesperson but it’s very difficult to create an authentic spokesperson or experience. It requires storytelling, creativity, innovation and most of all patience. Brands don’t grow on trees. They’re like expensive wine; they get better with time.

To put this in a larger perspective, we must realize that we live in an oversexed society, a society where shock and nudity will not cut through the clutter, but rather be a part of it. Drive into a major city and pay attention to the billboards and you’ll see for yourself. I call this a Media Disconnect. Companies are disconnected from their consumers and don’t understand how to create brands and content that appeals to them. Shane Smith, founder of Vice Magazine, hosted an eye opening presentation about his company, this Media Disconnect and more generally, what’s going on in the media business and in countries around the world. Smith saw this media disconnect through world wide uprisings.

There are youth uprisings allover the world: protests in the UK, uproar in Greece and general chaos in the Middle East, yet youth programming is still centered around fun, partying and gossip.
This is not the way to establish a brand connection. You cannot keep producing the same content when the world is changing around you. You’ll lose your viewers and consumers. They’ll flock to other places where they are truly exposed to what’s going on and have a deep connection. In this specific case, social media and the web become their escape. The web, however, is too cluttered and too unorganized. There still needs to be some media company, magazine or channel that provides an organized and real perspective into what’s actually going on in the world. This is where Vice comes into play.

Vice recognized this media disconnect and became a power player. Vice used to be a completely different company than what they are today: “we were all about sex, drugs, rock and roll. We were about cocaine and supermodels” said Smith at the presentation. Vice, however, has shifted their focus from sex and partying to politics and “real” issues. They realized the traditional media disconnect and needed to reestablish the connection with their users. Vice ,however, kept their edgy tone, controversial nature and full exposure . Vice truly reaped the benefit of their strong brand connection. Vice currently has a magazine circulation of over 1,000,000, a hugely popular website, 30 offices allover the world, a retail clothing chain, a record label, deals with Intel and CNN and an upcoming news show on HBO . Vice did this through creating authentic relationships with their users. When their audience wanted partying and rock n roll they covered it but when the world was in political uproar they weren’t afraid to go on a news conquest.

Smith’s The Vice Guide To Liberia best encompasses the Vice attitude while delivering crucial content that connects with the youth. The guide covers brutal dictators, poverty and political tension in an edgy fashion complete with Smith as the narrator, cool graphics and blaring music. Vice truly understands the connection brands need to make with their fans and consumers. They provide relevant content while still keeping the edgy and cool tone that made them famous.



These takeaways are only a handful of changes and trends happening in the web, advertising, and media industry. As company become less focused on the bottom line and more focused on a positive user experiences they move away from the aforementioned Media Disconnect and towards Community Integration. Community Integration is more than just selling products but about promoting innovation, creativity and truly game changing ideas. Community Integration happens when consumers become fans. Fans are worth their weigh in gold. They spread your message and buzz across social media channels, camp outside retailers waiting for new releases and most importantly, become loyal users and promoters for years to come.


Posted on 6th Jun 2012 by Simon Dolsten

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