Crowdsourcing: A new kind of social media marketing campaign

From over at Memeburn

Adam Skikne recently noted in a column, that social media marketing tools are not really like “the intrusive, traditional forms of advertising that have continuously interrupted our daily lives since the 1950’s”. He contends that they are “permission marketing,” in that, be it by “Liking” a brand’s Facebook page or by “following” it on Twitter, you allow it to “interrupt” your daily life.

Below are four interesting crowdsourcing campaigns and as you read, you will see why they are different:

Toyota Ideas For Good
In an age where CO2 emissions, carbon-taxes and global warming have captured the global consciousness, producers of motor vehicles have not had it easy. Right up there with other big-business they are quite often seen as the Earth’s number one enemy. Not daunted by this, the world’s largest car-maker, Toyota started the “Toyota Ideas For Good” project. The premise was simple, people had to think of and submit new uses for five technologies by Toyota which could be used for good – which would affect the world positively. The response was overwhelming. Over 9000 ideas were submitted and mentions on websites and blogs of the campaign exceeded 220 000.

Pepsi Refresh Project
Like any multimillion-dollar corporation, Pepsi has seen community-involvement as an integral part of their business. However, last year in a stroke of genius, they acted on that belief and fused it with a social media marketing campaign, the Refresh project. By crowdsourcing for customers’ favourite ideas for community-involvement, such as improving parks and playgrounds, schools, building foster homes etc. Pepsi was able to generate 42-million votes, and give away more than US$1.3-million in grants each month the project ran. The project was so successful that this year, they took it global.

Mob the Rainbow
This campaign by American candy brand, Skittles, attempted to do something that all these campaigns do — strengthen the connection between a consumer and the brands they use. “Mob the rainbow“, took that campaign to where the connection is weakest — Facebook — where often a user will “Like” a brand and that will be the end of that interaction. This campaign encompassed most of the social-networks by calling on fans of Skittles to vote, support and choose which activity done through by Skittles, allowed fans to become invested in the brand through user participation and user-generated content. However, in doing so, it also managed to accomplish some good, for the community as well.

The Aviva Community Fund
The Canadian division of insurance group, Aviva, like the other brands listed here, asked, rather than told, it’s customers what they were going to do for community upliftment, and so created the Community Fund. Customers got to decide — via social networks and media — what projects Aviva would fund in the customers own communities. Through social media interaction around this “community fund” Aviva was able to foster a stronger connection between its brand and its customers. The fund was such a success in its first year of running, that Aviva decided to make it an annual programme.

For full article, click here


How Many Households Are Like Yours?

A great infographic from the New York Times showing the change in household composition for the US over time which gives the ability to look at how many people are in the same household composition as you.

As an example it is interesting the lack of flatmates living together – apparently only 0.2% live in a household with a single male and two other flatmates.

Click here to use the infographic


Housing’s Rise and Fall in 20 Cities

Another great graphic from New York Times looks at housing prices across 20 US cities from a base of January 2000.

It graphically shows how the housing bubble in US, with cities such as Las Vegas and Detroit the most interesting to look at – especially Detroit’s sudden complete destruction of the housing market beginning in 2007 and strengthening through to 2009 to the point that Detroit’s real estate is now worth 32% less than it was in 2000.

Click the image for the site.

OECD Better Life Index

The OECD have created a fantastic tool which demonstrates a new form of ‘well-being’ index which moves away from the simple measure of GDP – The Better Life Index.

Interestingly it has New Zealand towards the top of the index in most categories although it is below most on both income and work/life balance.

Click the image to view New Zealand

Click here for the Better Life Index website – warning for full use you need Flash 10.


Check-In Data: The Reality Behind the Hype

An interesting infographic from Social Loco via Memeburn on who is using what and why in regards to social check-ins.

Click image to enlarge.

Complete analysis of the infographic at Memeburn

Effectiveness of online video vs TV advertising

History of E-Mail infographic from Mashable

Europe’s newspaper industry unease about paywalls

From Memeburn, an issue that is affecting newspaper companies worldwide – paywall content and what route to take.

There is a growing unease rising in Europe’s newspaper industry. The troubled industry is keeping a close eye on the outcome of experiments by English language sites to charge for content but is reluctant to install paywalls for fear of losing readers.

It is an issue we’re having to examine carefully here in New Zealand also, with one smaller publisher (National Business Review) having already moved to subscriber only content.

Full article here

Social media really is a big factor in search

Via Memeburn, a paper by Gigya looking at where referrals come from and the massive impact of social networking, especially for news sites.

Gigyapublished an excellent white paper a year ago on the intersection of Social and Search. It is still worth reading, which is unusual in this fast-changing tech space. Some of the most interesting insights:

A majority of the referral traffic for some sites like USA Today and ESPN come from social networks.

The method for content discovery is a function of search intent and the influence of your social graph (the item is viewed as worthwhile by a person or entity to whom you are connected). Traditional search is intentional. Whereas in feeds the person viewing the items is not necessarily looking for that content or any content in particular; the item was pushed to them . They can drive a large volume of traffic, as seen above.

For the full report (PDF), click here

iPad Predicted in 1994 (Video)

From over at ReadWriteWeb, a video demonstrating the defunct Knight Ritter’s version of the future in 1994, also now known as the iPad.

%d bloggers like this: