BOK 2.0Creative Industry

Alex Pratibha Sohani434393

Table of

Contents1. Social Media: The Good, The Bad and The Ugly

2.Persona: The Ambitious One

3.TED Talks

4.Cross-media Concepting

5.Community Building and Co-creation

6.Transmedia Storytelling

7.WOM

8.About Alex P. Sohani: Personal Brand

Social Media

The Good, The Bad and

Social Media is the future of communication. It is consists of internet and mobile based technological developments which evolved communication to the next level, allowing interactive cohesion amongst companies, communities and people. It is a intermediary for the exchange of content created by users. It is easily accessible and is creating new technological advancements which enhance social cohesion, along with creating a new market for companies to generate advancement. We should all be thankful for Web 2.0 and its techno developments which we are now accustomed to. Many companies understand the advantages of implementing social media tools into their practices. Unfortunately, there are some who use social media the right way while others use social media the wrong way. An example of a company who has rightfully used social media is Ford Motor Company. Ford has used social media tools and implemented these in their marketing tactics. Ford has started a blog allowing those interested in buying a new car who visit here to get a feel of Ford’s cultural vibe and experience it from a social stance right at the start.

The Ugly

Their blog known as ‘The Ford Sto-ry’ is an innovative platform with a esthetically pleasing layout where viewers can read comments left by visitors in regards to all blog posts uploaded via Ford and is the first visable attribute on their website, allowing fanat-ics and curious people’s comments be first thing readable on this blog. The Ford Story has introduced their blog and reader’s comments to new viewers which gives a welcoming first impression to those visiting their site. It shows that they are customer-oriented and that their opinions are valued.Ford encourages viewers to express their stories in regards to them by offering web-options allowing people to post their experiences, opinions, recommendations, etc in various aspects, such as safety and personalization. Most might think that this is silly since igno-rant people can post negative comments but Ford thinks of this from a different perspective. They have custom-er’s experience and insight which gives them new ideas on car de-signing for the future. They do a great job of involving their clients and enthusiasts in their company’s progression.Enabling functions to allow viewers to upload pictures is a smart tactic to attract new view-ers and embrace existing clients to the next level. Ford has made this site more interactive and dynamic by adding a Flickr widget allowing

people to show off their pictures. They understand the importance of social media in marketing and have grasped an effective route to optimize its strengths.The use of social media to encourage cohe-

sion amongst clients and fans of a brand is a strong plus point among compa-nies. Ford was smart with their tactics and I think it is wise to implement

such tools and techniques in an established company to elevate their game to other aspects than just revenue-based. Indirectly, their strategy applied progresses their profits in a deeper sense.

Social Media gone WRONGMcDonalds wanted to create a place where fans of the colossal restaurant chain could share their wonderful experiences at their local branch. They created #MCDsto-ries for this. Unfortunately, their marketing tactic didn’t generate the

ex-pected re-sults. Furi-

ous customers used the hash tag to post and discuss their bad expe-riences for all to view. One client escalated the matter by stating that he would rather consume his own diarrhea than go back to McDon-alds. The companies PR team tried to rescue their reputation by stat-ing that only 2% of the comments were negative. Even after doing so, they still removed the label later that week. I think that people will always be a critic and enjoy putting others down. Even with its large

presence, one glitch in their organi-zational design leads to derogatory remarks which inflict their image in the eyes of others. I have learned that a company should be careful when using social media tools to enhance their doings, it can often backfire. Kenneth Cole used Cairo’s upris-ings as a heartless manner to publi-cize their new spring collection last year by posting a shameless text. “Millions are in uproar in Cai-ro. Rumor is they heard our new spring collection is now available online”. This created a huge uproar. The company apologized for the message and removed it as well. This didn’t hold back someone from creating a spoof twitter account, discussing their wrong doings and making it a public matter.

My interpretation of this issue is that companies should be more sensitive to political happenings and should be careful and sensitive to how others will interpret the matter. It was meant to be humor-ous but there are those who are directly affected by Cairo’s do-ings who see this as belittling and demeaning. Be careful what you say, it cannot be taken back once published online.

- A.P. Sohani

“...a company should be careful when using social media tools...”

Persona: The Ambitious One

Sir Ken Robinson says schools kill creativity. I decided to

watch a TED video by Ken Robin-son, a British University Professor give a lecture on the world’s educa-tion system killing creativity among children. The reason for watching this particular video is partially due to the topic being in relation the minor course Creative Industry. I was expecting an insight on how school systems demolish the em-phasis on creativity within children and more on accreditation on paper, diplomas for example. Ken Robinson sees creativity as the important as literacy. He discusses how kids shouldn’t be afraid to be wrong. The educational system’s expectations make kids afraid to be wrong in comparison to decades ago. He mentioned a line which I found to impactful to my interpre-tation of this subject. He says, “If you’re not prepared to be wrong, you will never come up with any-thing original. The world today praises academic ability on a higher level than cre-ativity, why? Why do schools put

subjects like math and languages at the top of the hierarchy of sub-jects and humanity and arts at the bottom? Within arts, the study of art and music is ranked of higher importance than drama and dance, why? It seems that the world prais-es subjects mastered which are at the top demand in the work field. Degrees are less valuable than years before. The same job which used to require a BA now requires a MA. The education system of the world is more focused on being literate rather than creative. There are many highly talented people who think they are not because they are stigmatized at school. Everyone sees William Shakespeare as a frontier of creativ-ity and imagination but have you stopped to think about how he was when he was 7? The point is society is pointing us in a certain direction which doesn’t do us much good in the progression of the world. In the early 1930’s there was a girl who was always jumpy and fidgeting in class so the teacher sent her to a

therapist. The teacher left the room and turned on the radio while leav-ing. He walked to his mother and told her to look through the win-dow to see what her daughter was doing. She was dancing emphati-cally. He recommended enrolling her in a dance school where she later excelled to fame and became a millionaire. Today, in such a case a doctor would stamp her as an

A.D.H.D. patient and would sup-press her emo-tions/creativity with a pill. This is the difference I am trying to

point out. The world is globalizing at a tremendous rate and we are not even sure about what will occur 5 years from now. We should not train kids at a young age to have a one-sided brain use approach towards the evolving world.

Richard St. John’s 8 secrets of suc-cess. I choose this TED

video because I thought of it as an inspiring/enlightening video which could give me an extra push to ap-ply myself even harder towards the completion of my studies. This video is relevant to this Body of Knowl-edge Portfolio because its main message which it expresses is that success is not easily obtained nor is it an impossible jigsaw puz-zle, it is achieved through efforts. This video discusses 8 so-called secrets to achieving success. Why are people successful? Is it because they are intelligent or just because they are flat-out lucky? According to analyst Richard St. John, it is neither. He has looked into this matterfor the past 7 years conducting 100s of interviews to acquire clarity on this question. The video I watched explains his con-cept of 8 secrets to success.Richard has found success doing what he loves for many years now. He has invested over a decade researching the lessons of success and has fil-tered them into 8 words which lead him to fame and a successful book. He was granted the opportunity to be among one thousand other geniuses and present his knowledge at TED. It is sad that personal development isn’t taught in schools in most countries. If schools were to focus on these aspects a bit more there would be more dedication towards people’s goals. I found this video insightful and useful for opening the eyes in ways I never thought about. The first secret is PASSION, you must be driven by your passion. Do it for love rather

than money. He elaborates how you should so passionate about what you are doing that you’d pay

someone to do what you do. The second is WORK. Success is built solely on hard work. Nothing comes easily. Make sure

it is fun to you..Thirdly, GOOD; to be successful put your nose down in something and get damn good at it. PRACTICE, PRACTICE, PRACTICE! Fourthly, FOCUS; focus yourself to one thing. Fifthly, PUSH; Push yourself physically and mentally, you gotta PUSH, PUSH, PUSH! It is not always easy to push yourself, luckily God gave us Mothers.Sixthly, SERVE; millionaires serves others some-thing of value, doctors for example. Seventhly, PERSIST; one must persist against CRAP (Criticism, Rejection, Assholes and Pressure) to avoid failure. Lastly, IDEAS; LISTEN, OBSERVE, be CURI-OUS, ask QUESTIONS, PROBLEM SOLVE, make CONNECTIONS

Steve JobsHow to live before you die. I chose this TED video which has Steve Jobs give a speech at Stanford University because I have heard so much about his character and drive but haven’t really heard much of his words. I can honestly

say that this video is more than I expected and I am thankful that I picked it. I found it relevant to Cre-ative Industries because he chose to follow his heart and desires which led him to his tremendous success. His antics are not the expected path which schools and councilors would recommend but his courage to follow his heart’s desires gave him the success which he has today. Steve Jobs never graduated college. He dropped out after 6 months and continued for 6 months before offi-cially quitting school. He decided that school was too expensive and that the mandatory curriculum made him follow courses which he had no interest in. After dropping out, he took a college course called calligraphy which was implement-ed in the very first Mac computer created in his garage with a friend. This Mac was also copied by Win-dows which means that if he hadn’t of followed the class, the world-re-nowned typography which we use everyday might not have ever come into existence. Could imagine that? He discusses 3 different aspects within his speech. The first is connecting the dots. He discusses how you cannot connect the dots looking forward, only backwards. It is important to trust your gut, karma, life, etc will connect the dots down road and will give you the confidence to follow your heart even if you are drifting off the path. This is what will actually make a difference. The second point he discussed was about love and loss. After building apple into a mega corporation worth over 2 billion dollars, he was fired. The board decided to bring in a younger ex-ecutive with brighter ideas and let Steve Jobs go. He was devastated about this and felt that he let future entrepreneurs down, he felt like a

“The interesting thing is: if you do it for love, the money comes anyway.” - Sir Ken Robinson

public failure. Later, he found his true love and found Pixar anima-tion which was an instant success. Later on, Apple bought Pixar and ironically Steve was back at Apple. Sometimes life hits you with a brick but you have to keep going. I real-ize from his story that you have to find what you love. It is important to work in something which gives you satisfaction, what you love. His 3rd and final point was about death. He was diagnosed with cancer which was said to be incurable. It was a dark place in his life. Amaz-ingly, after a test, doctors found cells which could be permanently removed by surgery. A year later he was healthy and no longer had the terminal illness. At the time of diagnoses, he was told he had 3 to 6 months to live which was a reaity check. The moral of the speech is to not let others hold you back. Our time here is limited and we all share one common destination; death. Do not waste it living some-one else’s life. Always trust your heart and intuition, everything else is secondary.

Alexis Ohanian How to make a splash in social media.I chose this par-ticular article to read and write about for my portfolio since it had a direct relevance with my minor’s curriculum, social media. I was ex-pecting a presentation about how to make a dent in the Web 2.0 world, it turns out I was right. In this hu-morous, short presentation, Alexis Ohanian, co-founder of Reddit, enlightens viewers how his actual experience of social media stardom arises from a humorous approach to a serious matter. He preaches how social media is an effective tool

to be acknowledged with little (if any) investment. Web 2.0 consultants are bank-ing with revenue for

a reason, it simply works. The in-ternet is appealing to users because it is the easiest way to discover new things at your own convenience. The internet plays a level playing field for everyone, despite your looks, status, assets, etc. It is free for every-one to share and express matters which intrigue,

news, interests, current events, etc. He emphasizes that it is important to be genuine in what you share and to not be afraid to lose control. I found this article interesting be-cause it explained his real-life expe-rience of an environmental matter which he discussed in a humorous way. This created a buzz for many users and companies both online and in actuality. Ultimately, this viral buzz created opportunities to generate revenue. I understand that it is important to stay in touch with the social world and to relate to others, genuinely expressing you in manner where others can relate and spark interest will create communities, followers, and a loyal fan base where the possibility for profitability can arise.

TEDContinued...Talks

“Stay hungry, stay foolish...” - Steve Jobs

If you want to succeed, you’ve got to be okay to just lose control.” - Alexis Ohanian

Alexis Ohanian co-founded Reddit, a social-voting news website with geek

allegiances, a small-town feel and a penchant for lighting up the memes

your friends IM you about next week.

Inspirational Youth

- A.P.Sohanireference: www.ted.com

Crossmedia

Cross Media is a media property, service, story or experience deliv-ered via multiple media channels using a variety of media forms. It refers to the linkage through various devices and forms and is mostly known in branded entertainment, advertising, games, etc where there is no sole media dependency but rather multiple platforms to access from. This concept has recently arrived and much in practice since the birth of Web 2.0. Cross-media campaigns can have a positive influence via repetition, authority and simultane-ity but is not always the optimal solution for every case. The evolving media landscape has nothing to do with literacy. All current boundaries are blurring. All matters are intertwining, not just in media. As technology continues to flour-ish, people implement their new-found luxuries to access all forms of information, both work and leisure related. Developers who implement cross media into their practices are try to have the homogeneous audience switch from television to the internet so their objectives can be achieved. A few examples of forms and platforms are mobile phones, games, 3D communities, online com-munities, widgets, blogs, etc.

A strong cross-media concept consists of: 1. Storytelling -having meaning and to evoke the experience of the consumer2. Medium Specificity- use different mediums in the right way, where by all me-diums give the same message of the brand3. Usability- the concept should be user friendly4. Relevance- is it related and does it add any value?5. Co-creation- it must stimulate consumers to be actively involved.

Concepting:

An example of a brand with a successful story which has used cross-media concepting is Pokémon. The Pokémon phenom-enon originates in Japan nearly 15 years ago until brought to the United States and exploded. Since then, it has been one of the most lucrative brands to ever step foot into the game market. Their brand is a great example of cross-media concepting in my eyes. They have ranged from various market plat-forms and channels selling their brand-name products in trading card games, video game for Nin-tendo N64, the portable game con-sole Game boy, television cartoon series, anime, movies, soundtracks,

merchandise and more. What is the key to their super system which has impacted us on a global scale? Since its release over a decade ago, the game has hardly changed. What is their formula?The U.S. Company Nintendo was well aware of the Japanese brand´s full story and acquired knowledge about the phenomenon before incorporating their design into the game. This action uses the principle of “synergy”, which is also known as media mix. This property became part of a single package with multiple spinoffs which built on each other. With careful licensing to their story line, characters, video games and the

overall Pokémon universe it lead to their success. It was originally introduced as a video game and later started a TV series. The TV series helped promote the game into a megahit. The two built upon each other as the game provided the shows narrative and content. The synergistic strategy was used in children´s marketing. Hell, even I can say I was part of the craze back in elementary school. I re-member trading holographic cards. Ultimately, this strategy leads to a cultural trend coordinated by marketing in which cross-media concepting played a role.. - A.P. Sohani

references: http://www.dealspwn.com/pokemon-complex-21915http://beacon.salemstate.edu/~poehlkers/Emerson/Pokemon.html

Community Building

& Co-creation

com·mu·ni·ty (k-myn-t) build·ing (bldng); a field of practices directed toward the creation or enhancement of community among individuals within a regional area (such as a neighborhood) or with a common interest. It is some-times encompassed under the field of community development .- http://en.wikipedia.org

There are hundreds of characteris-tics which help build a successful brand community. I have narrowed them down to three of which I find most useful for ensuring success. 1. A strong storyBrands today are mere identities and personalities that enable con-sumers to express them through its use. Have a strong brand story helps consumers to relate to their background and their activities. It encourages consumers to relate to their brands standpoint and origi-nal. It gives clients a reason to fol-low their brand and the willingness

to relate. Having a strong story does not only provide authenticity to their brand but also enables their followers to express their selves via consumption of the trademark.2. Generate a need for cli-ents to collaborate among other consumers. In order to successfully create a community for a brand, clients must feel the need to connect with other who also members of the brand community. This need to connect with others can happen through numerous aspects; sharing information, validation, personal

expression. An example of sharing information is how gamers gather together to enjoy the “Flow” feeling with other gamers experiencing the same. I mean validation in the sense of being acknowledged as a person affiliated with the brand. For example, with high end brands such as Gucci and Versace, consumers associated with these brands who openly share with their peers that they follow these com-munities builds a sense of status in their eyes along with their common friends. The feeling of associating with these brands gives consum-ers a sense of superiority. This

doesn’t always apply to all brands, for example, toilet paper which is not seen a social compliment and is hardly discussed. To express one’s personality could vary depending on the member. For example, Ap-ple has a strong sense of feeling in-novative and creative through their marketing tactics and global repu-tation, also their product designs. Those who have a strong love with a particular brand have a yearn to become closer to the brand and also of their components offered. Companies should decide why they are creating their community and

what they wish to broadcast to their followers. Being genuine is a key factor in today’s community build-ing which is highly appreciated in the eyes of the public. Companies should have a clear view of why and the reason for the community in order for it to be prosperous.3. Be unique!Being unique is more praised today and than ever. I personally feel the reason so is due to most things already been done, especially in business practice. Originality is praised in the eyes of consumers and highly appreciated. Communi-

ties allow co-creation to take place generating added value to their doings. Companies need to create a culture that allows customers to interact with the brand, such as Facebook’s animal farm application game on their site. It is an exam-ple of co-creation at its fittest. If companies create this environment in their communities then followers can experience The steps discussed will assist the company’s structure in building a successful brand community which can actively engage consumers on a continuous basis.

references:http://www.brandingstrategyinsider.com/2008/12/building-a-brand-community.htmlhttp://www.adweek.com/news/technology/these-brands-build-community-95751?page=2

A Look into the world of ....

Transmedia Storytelling

What is Transmedia Story-telling?For many, this term may be unfa-miliar. Trans-media storytelling is about generating intricate, im-pactful experience which contains multiple stories within the same fictional universe presented on multiple forms of media. Some examples which could play a role in the strategy could be games, so-cial media tools such as Facebook, twitter, TV shows, movies, YouTube

videos, comics, etc. I am naming a few major media channels just to give you a deeper insight of various media streams. To simplify, it is sharing the same content on differ-ent mediums. Since technology is changing at a rapid pace and people are acquir-ing their news and entertainment differently than a decade ago (e.g. social networks), this strategy is relevant and effective. The current generation is accustomed to jump-

ing from one thing to another due to techno-developments. This al-lows companies to engage with their customers and share their stories in a new manner. This tool is very creative in my opinion in creating a bond with customers. It is com-monly presented in science fiction, horror and fantasy.

“The Art of the Heist”A recent example of a company who implemented this strategy is Audi’s promotional campaign “The Art of the Heist”. Audi developed a new car and wanted to promote it. Instead of the protocol strategy of unveiling their new car in a car show, they decided to try a differ-ent approach. They announced that the car has been stolen in the new model’s designated spot

during the car show. Audi put up a sign stating that the car has been stolen. They asked the public to report clues to their website via a televised commercial. This story created hype in both the virtual world and the real world. In the commercial they asked to report clues to a particular site. On the site was a spy-type them which created even more buzz. They wanted the public to participate

in this detailed game which was new. In actuality, it was all just a marketing scheme to involve the public in a new way. This was a very innovative advertising cam-paign which created quite a buzz. This was a brilliant idea from Audi and a good example as of recent.

- A.P. Sohani

references:http://en.wikipedia.org/wiki/The_Art_of_the_Heisthttp://www.quora.com/Transmedia-Storytelling/What-are-some-examples-of-transmedia-storytelling

WOM Word of Mouth

passing communication from one person to another using oral communication

An unpaid form of promotion in which sat-

isfied customers tell other people how much

they like a business, product or service....

- entrepreneur encyclopedia

WOM is important for any business to succeed but I cannot express the importance of this form of adver-tising. Without WOM, compa-nies can’t build a connection with others. Word of mouth advertising is essential in all types of business-es. If a customer is satisfied with your product or service, he can influence many to come to you. It is known as the most effec-tive and reliable marketing tool by many spe-cialists. The person spreading the word about the company is putting his name on the line when promoting a com-pany, therefore, more reliable than

other forms of marketing. It helps newcomers to build trust initially minimizing naïve thoughts. YoutubeGetting YouTube right doesn’t hap-pen overnight in most cases. Creat-ing a channel is the perfect oppor-tunity for brands of all sizes to use their video assets to connect to a

new audi-ence and strengthen their social media presence overall.However, building a dedicated

following of YouTube subscribers doesn’t occur without a lot of hard work, experimentation and a key understanding of the brand’s au-

dience. Here are three examples of branded YouTube channels whose owners have made the right ap-proach to presenting online video. Famously creative with its mar-keting, Heineken was one of the early adopters of social media and as a brand it has comprehensively demonstrated that it understands the value of creating and promoting sharable content. Its YouTube chan-nel has been the perfect vehicle for its particular brand of humour (a key ingredient in virally successful videos). Like GoPro, Heineken’s YouTube channel matches the branding of its main site, prom-inently displaying the product, logo and brand colours. Similarly, content is posted regularly and is of consistently high production standards in order to keep sub-scribers accustomed to a high level

of quality.Other than building a social me-dia following, Heineken’s YouTube channel has provided a platform where the brand’s marketers can experiment with video ads before committing them to a wider, more expensive TV marketing campaign. Similarly, TV ads that have per-formed well have inevitably made a successful showing online too, where the ability to share and com-ment on the content has made a more lasting impression on Heinek-en’s existing fans.Taking a TV ad online as a cus-

tomised YouTube video has the huge benefit of exposing the content to a highly informed, highly moti-vated audi-ence of view-ers; a good percentage

of which will not have seen it origi-nally on TV. In addition, when you consider that an estimated 31% of TV viewers are also simultaneous-ly browsing the Internet, it is vital that brands extend their story from offline to online and make the most of their TV spend. Starbucks’ Success is its Word of Mouth/ Social Media/ Viral mar-keting StrategyStarbucks is one of the most suc-cessful and admired companies today. It has grown from a single coffee shop in Seattle 33 years ago to a $4.1 billion international com-

pany.By studying the Starbucks Mar-keting Strategy you will be able to apply the principles of success that worked for them in a big way. The history of Starbucks and its expan-sion give this company the respect of being a model for other busi-nesses to look up to. Why not take full advantage of this icon?From only one store more than 30 years ago in Seattle to its still grow-ing empire today with thousands of outlets in the United States and in foreign countries, the Starbucks Coffee Company is no doubt a well-known success story all over the world.Many points can be attributed to the success of this innovative com-pany from the holistically slanted Starbucks statement to the envi-ronmentally conscious Starbucks Corporate social responsibility statement. But one thing is certain, if Starbucks comes up with a new viral social media campaign it has other companies taking notes.

references:http://www.bakedmarketing.com/site/3-youtube-brand-channels-that-inspire-word-of-mouth/ http://www.sosemarketing.com/2011/03/29/starbuck%E2%80%99s-success-is-its-word-of-mouthsocial-mediaviral-marketing-strategy/

About Alex P. Sohani....

Who am I?I am Ankit Pratibha according to law, but I associate myself as Alex Sohani. Alex is my nickname since I was a young teen and Sohani is my father’s last name. In our culture(along with many others), the child keeps their father’s last name. Due to a glitch in paperwork, my name isn’t exactly how I desired it to be, oh well. I was born in Amritsar, India on the 7th of January, 1989. When I was two months old, my family and I moved to America. We initially lived in Dallas for 2 years. After-wards, we shifted to Ft. Lauderdale, Florida. This is where I lived till I was 6 years old. Our final family move within the US was to Houston, Texas. The reason being was most of our family resided there. I lived there till I was 16(approximately 10 years). I completed elementary school till my sophomore year in high school. This is when my parents decided to move to Holland for work opportunities and my whole life was flipped up-side-down

Personal Brand

My personal brand templateThe personal brand template (see above) presents who I am in a nutshell. It shows my passions, hobbies, skills and interests. I expose my personal brand mainly via Facebook, the largest social media network. I am a huge fan of Facebook and it’s the prime way I interact with my friends and family back home in Houston, Texas and in India. Facebook is how I still manage to keep in touch with all my loved ones. I stay updated with my friend circle’s

current events which keeps me in the loop. With such a social media site, I wouldn’t be able to easily communicate with my loved ones via computer or my mobile phone. I never truly realized how important Facebook is for me. I am also

able to share my import-ant events and information. Nevertheless, it is a essential key for marketing my personal brand. I am also getting into the blogging

world recently which is a new angle of sharing my brand in more depth for those who are intrigued. To access my personal blog go to: http://alexpsohani.tumblr.com/

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