Social Media Elitism…too cool for school?

There has been  a lot of talk recently about the increasing importance of social media influence. Marketers are now using social media to do what they have been doing for decades, that is, using the medium to create some exclusivity around a brand. Exclusivity, in most cases means being able to reject a user on the merits of their frequency, and quality, of engagement. Is this smart marketing or a way to just to create enemies of the brand.

Jasu (www.jasu.com) is an online retailer that requires you to score a Klout score of 40 or more, if you have less than that, literally, ‘your money is no good here’.  Fair enough, we know the score,    the same sort of deal as when the plastic blonde at the door of the hottest night club  gives you the ‘sorry guys we are full tonight’. Only to open the gates to every man and his dog three months later, with the cash register sounding, Ka-tsing!. I dont think Jasu will work.  With a nightclub, perception is created around the fantasy about what is inside the club; the ambiance, the people, the architecture, the cocktails etc. With Jasu, you can actually go on the website, see the clothes, but you cannot buy. There is no mystique about blocking my path to the check out.

Similar tactics are used by Grey Coupon mustard whose Facebook page is coined the Society of Good Taste. http://www.facebook.com/greypoupon. Now it can be argued that this campaign is right on brand, that is, “only for  fans who are identified as having “good taste” can “like” it on the social network.

The app “searches and judges users’ profiles based on their proper use of grammar, art taste, check ins, book and movie selections, and so forth, and gives them a percentile score based on their refinement. However, if the algorithm detects poor taste in music or text-speak, for example, they could be rejected. Those who do not qualify will have their “like” deleted, and be asked to refine their profile before trying again”. (Advertising Age, Are You Refined Enough to Be a Fan of Grey Poupon’s Facebook Page?, September, 2012).

article/creativity-pick-of-the-day/refined-a-fan-grey-poupon-s-facebook-page/237159/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage

I did have a go at this because I thought it was a great creative idea. Until I was rejected for not being refined enough. Now, I admit that at times I may lack a bit of proper social etiquette, but I have traveled extensively, lived and worked in Europe and Asia, I have read Doestoyevsky, Miller, Milton, Kafka and Hemingway, studied Arts, I know how to pick a nice Bourgelais, smoked many Cuban cigars  and do like a spot of tennis (old chap). This may sound a bit like sulking, but damn it, I should be allowed to be a fan on the Grey Poupon Facebook page!.

The culmination of emotions will hit a zenith at the supermarket when I meet face to face with my tormentor. Will I be driven to purchase like some love lost puppy looking to reconcile? Nope, I will just go the next best looking french mustard and call it a day.

Intel’s Facebook campaigns… genius or just gimmicky

Intel seem to always create a buzz with their Facebook campaigns.

‘The Museum of Me’ turns your Facebook, profile, photos, friends, likes, etc into a a type of  gallery. The gallery is turned into a video  that could be shared with the Facebook world.

If you think that sounds fun, you need to also check out Intel’s most recent campaign, ‘Musical of Me’ connects to a users Facebook timeline, via music, events and photos.

The videos are amazing, they boast high production values and great imagery and overall are very unique pieces of communication.

If you have not already tried them you should.

http://www.intel.com/museumofme/r/index.htm

http://www.intel.com/musical/au/en/r/index.htm

‘The museum of Me’  campaign went nuts, within two weeks after launch they had achieved…

  • 540,000 Likes
  • +790,000 shares onto Facebook
  • +130,000,000 impressions on Facebook

source: (Intel website)

‘The Musical of Me’ has just be launched and will also be very widely viewed.

As much as I love both campaigns, I am not sure how they benefit the brand. Intel is the world’s largest and most successful semiconductor chip maker, their products are normally found inside your favourite PC. I understand that the campaigns in some way do exhibit Intel’s prowess in digital technology, but I think that message may be lost on most users.

Are Intel’s Facebook campaigns a work of marketing genius or are they just a source of muse for Facebook users?

Can a great experience on Facebook achieve  brand loyalty and awareness?

Is Facebook the right channel for Intel?

NFC and the future of Social Media

It seems that all the technology pundits are talking about is Near Field Technology (NFC), as the next ‘game changer’ in the way we purchase goods.

As Sarah Kessler from Mashable explains “NFC allows a device, usually a mobile phone, to collect data from another device or NFC tag at close range…it’s similar to Bluetooth, except that instead of programming two devices to work together, they can simply touch to establish a connection” (NFC Technology: 6 Ways it Could Change Our Lives). http://mashable.com/2010/05/06/near-field-communication/

All the major credit card, mobile phone and technology companies are involved in cultivating and evolving the technology. In fact, the current ‘tap to pay’ Mastercard promotion is a perfect example of NFC technology. By tapping the NFC tag enabled card against an NFC reader, a transaction is completed. Entering a pin number or signing a receipt is no longer necessary.

A cashless society is one step closer thanks to NFC

http://www.mastercard.us/paypass.html

Picture 1

The ramifications of having NFC tags on our phones will change life beyond the credit card payment.

Coined the ‘digital wallet’, think about all the other information that you can store in a chip on your mobile phone; Medicare, MYKI and even Loyalty card information.

Marketing communications will also change dramatically. Through your phone you will be able to interact with posters, brochures, bus shelters, and everything else that may have once been inanimate, one-way communication.

The ramifications for Social Media will be extraordinary. You will be able to walk into a shoe store and by just taping your phone against the new Converse running shoes, see what other people said about them, ‘like’ them in Facebook, Tweet about them…and eventually purchase them.

Through NFC, Social Media will blend real life experiences with virtual in real time and with great continuity.

How do you think NFC will change Social Media?

Share the Softness by Kleenex

Kleenex have launched a new campaign which allows users to send a box of Kleenex tissues to their friends with a personalized message.

‘Share the Softness’, is a fully integrated campaign and uses TVC, online banners and videos to drive users to facebook or the Kleenex site to enter.

https://www.facebook.com/kleenexau/app_295074103899059

http://www.bandt.com.au/breaking-campaigns/kleenex-shares-the-love-via-the-tissue#.UBqB9fgUaFs.email

If you are not sure about what message to send, the Kleenex app will also make suggestions like,  ‘you are such a big softy that I wanted to share these with you’ and ‘thinking of you and wanted to share some softness’.

Given that a box of tissues is a low value product and not something that we normally expect as a gift from a friend, does ‘Share the Softness’ have enough social media collateral to be a success?

I believe that Kleenex have a compelling idea. Think about all the different scenarios that a person may need a  box of tissues, recent relationship problems, a cold, a new baby, and so on. Through the use of Social Media, Kleenex are offering their target audience an emotional connection.

So does this campaign tick the boxes of a successful social media campaign, that is…

Is it relevant?

Is it engaging?

Does it provide value for the audience that is targeting?

Is it unique to the brand?

Is there a surprise factor?

Would you ‘Share the Softness’ with a friend?