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Archive for the category “Youth Culture”

When technology fills in for human connection

Sharin visited your path, my phone alerted me the other day. For all the things Path does, this feature is a killer. In a real world context the alert could mean many things. Sharin came home. You bumped into Sharin on the street. You met Sharin for coffee. Except that you didn’t.

If you have not already, you must try Path. It’s an app for the iPhone and Android devices. Share Life says this video that advertises Path. While it does many things that Facebook, Twitter, Instagram and Foursquare do, there is a little bit more. A nuance that makes a new kind of connection.

While Path is the new shiny, and this story is not specifically about Path, but about technology beginning to make a human connection. Not just for the shy and the socially inept. “If I have been to sleep and don’t have at least four messages when I wake up, I feel no one loves me” said this quote from this study of 2005. The world has moved on, and for many of us checking our phone for email or SMS messages is the first thing we do when we wake up in the morning.

We are the first generation of humans touched by technology.

What started in analog with telephone answering machine has been converted into bits and bytes and is coursing the veins of the digital nervous system we call the world-wide web. Soon we will be hearing about the Internet of things, like how we did, Web 2.0 a few years ago. And as it unfolds, more things will be connected to the Internet. Objects like the streets of Tokyo or if you can call cows objects, like in this experiment in Holland where a startup, Sparked, is connecting animals to keep track of their health.

It is easy to understand how we can build bridges between objects and the Internet. Haven’t we have heard of concepts like connected refrigerators that could order for fresh stocks of milk and eggs or cars that could made SOS calls when in an emergency, since the early days of the internet? Many of these ideas are not just concepts anymore and as this video from IBM tells us there are more things connected to the internet than there are people.

However what makes my experience with Path a little different is that unlike objects that have an IP address and make dumb connections, Path can play with human emotion. What did Sharin find out about me when she dropped by my path unannounced.

There are others. Take Availabot, one of the early examples of an Internet connected object that could play with us. A USB device that would wake up when a friend of mine logged on to IM. Made me smile. Or Mingling Mii, a virtual Nintendo Wii avatar that, if connected to the internet could popup in the audience as my friends played virtual games no matter where they were.

We are going further as this breathtaking idea from Interaction Design shows us. With PillowTalk you can sleep next to your loved one even when you are far, far away. Wish I had thought of that.

As we move into a world with omnipresent Wi-Fi and 3G networks, RFID and NFC chips, QR codes and augmented reality overlays. Of connected databases that know us, our friends and our preferences better we will see more richness, more meaning being built around us. Ideas that can change our moods, play with our feelings and mind states.

The reason why this fascinates us is because we are the first generation of humans who have been touched by technology, as this baby born into a home with an iPad thought that a magazine is an iPad that does not work.

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Eight lessons marketing professionals can learn from Kolaveri

The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.

– Bob Garfield Advertising Age Columnist in The Chaos Scenario, 13 April 2005

Aye, have you heard this weird song. Kolaveri, Kolaveri? Is got close to a million views on YouTube. Is it Malu or what? What does Kolaveri mean?

– Digital Dude Aged 24, 17 November 2011

Screen grab from Youtube

Six years after Bob Garfield provoked the marketing and advertising industry with his seminal piece in Advertising Age, Digital Dude (quoted above) discovers that Kolaveri Di has gone viral on YouTube. Dude does not know Bob Garfield nor has he read The Chaos Scenario. But he is among the millions who have given Kolaveri another view, helping to further shoot the video on to the centre stage of India’s pop culture and unwittingly endorsing the premise of Bob’s book.
Now clients want agencies to do a Kolaveri like video for their brands. Yes we got two briefs in the last two days and are struggling to explain why we cannot do a Kolaveri. What we do have are some lessons from the said video and similar memes.

Lesson 1. You don’t make a Kolaveri. It happens. Amen. Here are, one, two stories from the guys at Jack in the Box, the digital agency behind the viral on how it happened.

Lesson 2. You can’t separate marketing and PR from the agency anymore. Being a movie based video Kolaveri has an advantage over traditional marketing content. Yet reading the agency’s POV on this, PR was strategically used to give the video the traction.  Starting now we need to create all kinds of synergies to get people’s attention. Marketing, PR, HR, sales, service working together, in tandem…

Lesson 3.  Speed is the new element in a marketing person’s arsenal. To read Dhanush’s interview post the success of the song and to believe that the song was written in some 6 minutes. Well that’s as much time it takes to find an empty conference room these days. Speed was on display when W+K decided to bring on the OldSpice Man on to Twitter and YouTube. 180+ videos created in two days. Wow!

Lesson 4. YouTube is the TV channel for urban Indian youth. Mahesh Murthy (look up his 20 new rules of marketing here) and Reem Syed are some of the prominent voices in India who believe how lopsided marketing budgets are with respect to digital media. The impact of Kolaveri Di should put an end to that discussion. In fact this Google Trends comparison between two recent hits, Airtel’s Har Friend Zaroori Hota Hai and Kolaveri shows you that without a dime spent on TV, Kolaveri has blown past an ad that was heavily promoted on all channels, online included. Even in places like Ludhiana and Chandigarh,  Kolaveri beat out the Airtel ad.

Lesson 5. In a low friction world,  we learnt a great idea will have imitators like in the case of Cadbury’s s Gorilla. In India we have struggled to get people to create interesting content that feeds off a rage. Kolaveri is showing us that good ideas will be copied and remixed in real time. What are we agencies and marketers doing to create memes that can be remixed?

Lesson 6. Hum-ability counts, not meaning. Cartoonist Hugh McLeod had something fundamental to say  in this cartoon. Most marketing messages are so overloaded that they lose any humanity whatsoever. The lyrics in Kolaveri are so nonlinear that they start a conversation and further its spread.  RIP Link Test?

Lesson 7. Ideas like these can spawn real time marketing opportunities. Pepsico’s Digital Marketing Head talks about how the best marketing in the future will need to grab real time opportunities that could come by. A viral the scale of Kolaveri could have spawned many opportunities. A line of Kolaveri Di Tshirts. A promo around the song. A smart entrepreneur could have started a Kolaveri Di FAQs page and made some money from placing Ads on the page. Missed opportunities.

Lesson 8. The long tail brings interesting content back into circulation. This one has nothing to do with Kolaveri. But another video that’s been doing the rounds recently, the  flash mob in Mumbai Central has been doing the rounds. The Youtube video has already notched up an impressive 200,000+ views in two days. On the back of this, an older, forgotten one from May this year is getting a second life, for free. The Internet never forgets, but no ad that’s shown on TV can ever have a second coming without the advertiser wanting to rerun it.

Social Media’s New Gold Diggers

Sitting on the fringes of some social media campaigns I am noticing an interesting bunch of players. Fans who have made it their business to win prizes that brands offer online.

You see them again and again and again. The moment a contest is announced by a brand, they swoop down, powered by their personal networks on Facebook, Twitter and 4sq.

Free keychains, no problem, Tee Shirts, we will play! Mobile phones bring em on…

Anything that is thrown down at them, they are game. The same names, the same faces, similar styles. Their theme is familiar. As if telling brand and community managers – you play, we are game.

The “9s” in the 90/9/1 rule of social media they are. They don’t create much on their own but they are ready participants on games simple and tough. Sharing, joking, heckling, flaming, cheering – they seem like a virtual band of brothers and sisters sharing tips as they move from network to network, game to game.

We have heard about Chinese Gold diggers and their subsequent ban on online. Virtual millionaires on Second Life and this excellent story in Wired Magazine that tipped us about this demographic some years ago. Others who help you farm better on Farmville and stuff. But these guys are not that intense. Afflicted with ADD as it were, flirting between many contests at the same time, day in and day out.

It’s a privilege to be a fly on the wall to watch these online merchants ply their trade. Young people from cities and small towns who have learned tricks, shared tips and how tos online.

Would be fascinating to bring these new age netizens together for a tete-a-tete. Understand their real world lives, virtual avatars, online strategies, motivations and more.

In the connected world, anything is possible and I could be a digital anthropologist. Dig, dig, dig

Hecklers in the stands

The joke is on someone else. Every status update. Every check in is an open invitation to show the world how smart you are. A gentle rib. Mild sarcasm. A joke whose ripples reverberate across the social sphere. You enjoy the digs and so do some of your friends. LOLs often, rarely ROTFL…

You soon forget the remark you made and move on.

The web doesn’t.

As it builds up its collective semantic intelligence, your digital diatribes are being tracked and silently backed up in a giant database of actions.

Now comes the interesting part.

You are out in the market looking for a job your prospective employer looks you up online. The new-age profiling database, it’s no Vault of third-part comments, it’s trolled through your handiwork. Your tweets, facebook updates, comments and such. And it throws up your online personality. You are extremely social, highly connected, your Klout ratings are impressive. But hey what’s with your personality types? The No Asshole Rule search engine has tipped your scales into the red.

You are no Edward Boches. Not as mature.

You have built your reputation for rudeness and negativity and have been found out in chunks of 140 character posts.

Search engine optimization is not going to help you hide.

Our Song. Facebook App

It’s not often that we write about creative ideas in this newsletter. But here is one that needs a mention. A little app that the folks at Daddy, an agency out of Sweden created for Telia music store. The idea is simple: sharing one song from the Telia catalog with a friend of yours in Facebook, and then the app generates a slideshow of the pictures in which you and your friend are tagged. Try out the app here. Check out the entry board here.

Helping Teens Online

As with any good thing, the negatives turn up sooner or later. This campaign proves that the connected world is not all good news. Lawmakers are struggling to find ways to fight the menace of digital violence. The digital violence can include sending nonstop text messages or posting cruel comments on a boyfriend’s or girlfriend’s Facebook or MySpace page. The behaviors can be a warning sign that a teenager may become a perpetrator or a victim of domestic violence, according to the group. “This is another generation of domestic violence,” said Peggy Conlon, the chief executive of the Ad Council, which worked with the Family Violence Prevention Fund on the campaign. Thatsnotcool, the campaign that’s digitally intensive was conceived by RG/A. Watch videos here. Read a story in NY times.

Pay Debts Faster With Wells Fargo.

Wells Fargo has announced new tools to help consumers save more while reducing what they owe, while also introducing resources to use credit better for a lifetime. The Wells Fargo Debt Pay Down Solution allows customers to consolidate their monthly payments through a personal loan and help find money to pay off the loan faster.
The bank is also offering the
Wells Fargo Cash Back Card and the Wells Fargo Cash Back College Card to incentivise customers to pay down debt by offering cashback rewards that they can use to reduce credit card or personal loan balances or add to checking or savings. Wells Fargo is also introducing its Smarter Credit Center, an online resource center with information about how to establish, rebuild and use credit. More from Payment News.

What Next For Obama’s 3 Million Database?

If you were one of the 3 million who received an e-mail or text message from the president-elect right before his acceptance speech in Grant Park thanking you for your support, you know that his outreach/marketing efforts and use of that database won’t end with his election.

Barack Obama and his marketing machine achieved unprecedented success in their use of direct/database marketing for a politician.

“We have a lot of work to do to get our country back on track, and I’ll be in touch soon about what comes next,” the personalized message from Mr. Obama read.

As effective as the database was during the election, many direct-marketing professionals said it can be even more important during his presidency.

Read more about how Obama could use Direct Marketing, his database and social networking during his presidency, from an Adage article….

Update: The first steps in engaging with people arounbd the world has already been sown, with a Change site

McDonalds Updates

PSFK reports of a change over at McDees, it’s the interiors, not the food, apparently. London based design house SHH have banished the traditional plastic furniture in favor of a look that is straight out of a top draw design magazine. Read more.

Social Networking Trumps Porn

A new survey by Bill Trancer at Hitwise revealed that people are more interested in social networking sites than online pornography.

Mr Tancer, a self-confessed ‘data geek’ who analysed the search habits of more than 10 million web users, said that internet searches provide an up-to-date view of how society is changing.

A decade ago, porn-related searches accounted for 20 per cent of all internet searches made, he noted. They now account for about 10 per cent, said Mr Tancer, who also found that web users aged between 18 and 24 were searching for less porn.

“My theory is that young users spend so much time on social networks that they don’t have time to look at adult sites,” he said. Read more from Telegraph UK.

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