my scrapbook of stuff

Co-founder of Caper, Coding for Kids, Culture Hack and Articulate.

Email: katy@wearecaper.com

I create strategies, products, R&D programmes and inspire culture change. Find out more about me

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7 posts tagged marketing

Innocent’s new #tweetandeat campaign gets people working, or rather tweeting, together to bring the price down on one of their veg pots. If enough (how many I wonder?) people tweet, then eventually the price can reduce to zero. 

I’ve often seen this executed badly - I don’t see the point in tweeting with a hashtag just to be in the chance of winning something, but this campaign pools everyone’s individual efforts together and everyone is rewarded for participating. As they say, “Collective buying power is where its at”.

Culture Hack Day #chd11 was an immense, challenging and innovative project to work on. It brought together key cultural organisations (including Crafts Council, UK Film Council, Culture Grid, National Maritime Museum, BBC Archive + more) and some wonderful developers who all gave their time for free. The challenge was to come up with new innovative ideas using open data from the culture sector. Its production was driven by Royal Opera House, with support from Wieden + Kennedy London, Google, Arts Council England & Creative Industries Knowledge Transfer Network.

Alongside the developers furiously hacking away over the weekend, we ran a series of talks, sparked off from the title “What if?” around open data. They can be viewed here - with some inspiring provocations from people such as Leila Johnston, who edits the Hackers! newspaper, Chris Thorpe from ArtFinder, Tom Armitage who works at BERG and Clare Reddington from iShed.

You can see a full list of the hacks that were developed here - a few highlights were When Should I Visit? by Dan W highlighting when the *least* busiest times for museums are; a Museum of Minecraft bringing digital archives into the online gaming world; mobile iterations of data searching making them more accesible to the general public including Stef’s Culture Grid apps; more whimsical haiku generators including Haiku Guardian & BBC Haiku Player; plus Pepys’ Shows by Matthew Somerville and Clare Lovell bringing Samuel Pepys’ pithy reviews of theatre to the masses.

The socialisation of brands: An in-depth study into brand use of social media, by Universal McCann. Created with data from 53 markets and 37,600 respondents (as opposed to 38 markets and 23,200 respondents in Wave 4), Wave claims to be the “largest and longest running” social media analysis in the world.

They have developed a recommended “road map” which gives guidance on developing social media implementation - in just 4 easy steps. These detail: understand the why and how, map the landscape, identify the social needs of the consumer, identify the platforms. 

I’d argue that’s a little simplistic, and bringing everything back down to “platforms” means that you are only looking at what’s out there at any one time. Rather, I feel that social strategy should be integrated and the focus should be on conversation and content, looking at the long term. The platforms will evolve and change - and this shouldn’t mean that you’ll be throwing your strategy out the window, merely refreshing it.

There is some interesting work around “means and motivations” which gives good insight into the shift in internet use and some very clear statistics on consumer usage of the social web. They then layer the “social demand for brands” over these motivations and look the spread of  brand communities online.

via @wearesocial

Find a Mini car hidden somewhere (virtually) in Stockholm, keep away from pesky people trying to “steal” it from you and it’s yours at the end of the week!  Gamification that does seem to work - I think it’s the running around bit I like, it linking back to the streets of the city. The fact that you can win an actual car helps incentivise too! Official site: MiniGetawayStockholm

via @helloyoucreatives

More great work from Poke… I still don’t get why/how Foursquare enables you to check in places when your GPS doesn’t match….

Prove you’ve been to the manliest guy-den by checking in to the most eye-catching venue. Have you been to B&Q recently? Or a burlesque parlour? Or a prison?

Here’s how you do it…

#1Download the FourSquare app

#2Become our friends by clicking here

#3Check into…

Lego creates an online community - Lego Click - with this lovely animation. The website is fun and stylised into a lego world, though I’m perhaps unsure how the viewer contributes at the moment - maybe this is coming. Content interlinks between twitter, facebook and iphone app.

Monitoring Social Media 09 #msm09

Scanning through my pages of notes from yesterday’s Monitoring Social Media Conference, I know that the conference producers did something right. Highlights for me were:

Katy Howell from Immediate Future who captivated the audience, referencing Greggs the baker and Compare the Meerket campaigns. She was very clear with her recommendations about reclaming accounts and making sure you define which social media sites are official/unofficial.

Celia Pronto from STA travel gave a case study on their integration of social media and UCG into their website STATravelBuzz which offers anyone who’s booked with STA a “starter guide” to social media and gets them creating their own content which is then aggregated to the website. Another great tool - they match up people with questions with people with the info - therefore becoming the go-between rather than the company with all the answers.

Giles Palmer from Brandwatch was a energised Duracell bunny in the mid-afternoon slot, sporting a Movember tache, he talked through the definitive processes of what we were all there to hear about - “monitoring” social media. His steps were: Gather (crawl or buy in), Search (rank by relevance, create streams), Analyse (inbound links / author tags), Check sentiment. His recommendation for measurement of sentiment was, put very simply - small volumes: crowdsource; large volumes: use bots.

Sentiment seemed to be a key word coming up around analysis and Marshall Sponder went into more detail about this (he stepped in last minute, so his presentation was even more impressive). Now things ramped up toa techy pace that everyone appreciated. He quoted the Forrester Wave report and confirmed what other speakers had been saying - a stat is not an insight, you need to drill down into the stat to get the insight.  He stated that there are currently no standards on sentiment - positive, neutral and negative and the only company managing sentiment properly is Crimson Hexagon. He argued that in “most social media platforms are not capable of advanced semantics analysis or meme clustering”.

@jennielees was liveblogging from the event and wrote an some an excellent summary post of the event, which I can’t even try to better.

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