BOK.

INDEX

SOCIAL MEDIA

CROSSMEDIA CONCEPTING

COMMUNITY BUILDING AND CO-CREATION

TRANSMEDIA AND STORYTELLING

WORD OF MOUTH

PERSONA

WORLD FIELD EXPERIENCE

WORD OF MOUTH Searching for inspiring examples of word of mouth marketing I remembered the great and funny stories of the Old Spice publicity. Old Spice has 71 years of experience helping guys improve their man smells with deodorant, antiperspirant and fragrances.It was such a success that Old Spice Guy reached 1,8 billion, 140 million YouTube views and an increase by 2 700% in terms of Twitter followers. Thus, it was a large exposure of the brand. It was nominated the Top 10 viral video.

People were sending those videos around and making parodies (word of mouth), so it became even more popular. During the lectures of Innovative Mar-keting Communication it has been given many times as a strong and effective concept. This is a good example to share.Have a look at: http://www.youtube.com/watch?v=owGykVbfgUEEvery woman at some point looks at her couch-potato, totally satisfied with his life, occasional stink-bomb of a hubby and secretly wishes he was an Old Spice kind guy. The original superbowl commercial with the hunky (but virtual unknown) Isaiah Mustafa and his sexy voice offers playful and subtle emotional appeals to all women’s secret wish that their lives were more like a romance novel. He is also appealing to men who fancy themselves being the suave, does-it-all, adventure laden guy that women swoon over, but don’t take themselves so seriously.

SOCIAL MEDIAEmmy’s closet attracted my attention due to the colourful and playfulness within their website. The company is an online store that sells accessories for children. They are a good example of introducing social media with e-commerce. Of course, they need to be up to date.Emmy’s Closet is an addition of the known arts and crafts e-commerce site, Etsy.com. On the site they use an application created by Etsy that allows you to browse and purchase directly through Facebook.They’ve also incorporated social share buttons so followers can share their fa-voured items on their Facebook profile with their friends and their friends can then click through and by products via Etsy as well. The share buttons create a viral buying experience. In the image below, you can see how easy it is to share favourite items with your Facebook audience. (www.etsy.com)

The company knows that Facebook commerce is on the rise. With over 500 mil-lion people on Facebook, it makes sense that many of them like to conduct their entire shopping experience on Facebook, including the actual purchase. Moreo-ver, the brand also does a great job of branding their company to their social experience. Have a look in the images below; they have created social buttons to reflect their brand, thus personalizing the social experience.(www.socialme-dia.nl)I believe they are doing very well, first of all using the facebook tools makes them updated in this social media world; and second of all, making the use of the images below in their website gives them an extra and special touch for the cli-ents and potential loyal customers to recognize them.

While searching for companies which made the wrong use of social media, it came across to me a very interesting event that takes place once per year, called SUXORZ11 Recap : The year in social media fails. Basically, they nomi-nate companies, which made the wrong choices. I have chosen one that re-ally cathead my attention for two reasons: I believe it was use in the right way in some extend, however also in the wrong way. Therefore, it was in the list of wrong use (failed).The campaign was called Digital Death and it seemed so noble. Celebrities would stop using Twitter until their fans could raise one million dollars for AIDS in Africa (the charity to raise money was the right use). It got lots of attention in-deed, however the only problem was no one really wanted them to come back.

THE WRONG USE OF SOCIAL MEDIA

THE WRONG USE OF SOCIAL MEDIA

Among these are celebrities like Lady Gaga, Elijah Wood and Conan O’Brian who all have built up strong and loyal communities, which they feed with an awe-some use of social media presence. Why it did not work? Now they are dead. Gone. No Facebook updates, videos or pictures. Not even a tweet. Leaving more than 30 million fans and followers in the dark, you may ask why this is happening. In addiction, media reported that the lesson learnt by this campaign was simple: be nice and don’t hurt people.

http://weblog.blogads.com/2011/02/11/suxorz11-recap-the-year-in-social-media-fail/

CROSSMEDIA CONCEPTINGCross Media is a media property, service, story or experience distributed across media platforms using a variety of media forms. It refers to the journey or linkag-es across devices and through forms and is most evident in branded entertain-ment, advertising, games and quest based forms. MTV (originally Music Television) is a television channel in the United States and a group of affiliated channels worldwide that specialize in broadcasting music videos and other programming related to popular culture. MTV is a good example of crossmedia concepting it used to be a channel for music, however nowadays it has become: MTV news, MTV shows, MTV styles, MTV movie Awards, MTV online games and even MTV mobile.Using this concept enabled the channel to reach new target group and expand the business. MTV has also a website and it is full of user generated on content. As well MTV is also present on Facebook, Twitter , Tumblr and it has also blogs.The truth is that MTV build up its world with culture, experience and music through all the media channels. www.mtv.com

COMMUNITY BUILDING AND CO-CREATIONCo-created value arises in the form of personalized, unique experiences for the customer (value-in-use) and ongoing revenue, learning and enhanced market performance drivers for the firm (loyalty, relationships, customer word of mouth). Value is co-created with customers if and when a customer is able to personal-ize his/her experience using a firm’s product-service proposition – in the lifetime of its use.Community building is developing authentic relationships between people and a mission statement is critical if you want to build a successful online community. The mission statement will influence your community’s rules and guidelines. It will determine how you grow and it will remind you (and your members) of the community’s purpose.Nowadays many people join a brand community online for fun, to be connected with people of same interests, to gain access for free content, to share and to support a cause. There are three good examples of community and they are:

People are so fanatic of Macs products that they would not use any other brand. They are apple and that’s it.

http://www.facebook.com/group.

php?gid=2204622626&v=wall

The Apple Support Communities is a social platform developed to strength and enlaces even more this passion for the brand. They use the slogan: Join the conversation, share tips and solutions with fellow apple users all over the world. Those Apples ambassadors can create a personalized account, like that they will feel more connected and consequently, even more loyal. There is a corner in the community page with a column with the top Participants in the Community. It will give a important feeling of status to them.Those Apple communities are involved with thousands of IMac, IPad, Iphone and IPod users from all over the world.

Weight Watchers is business that knows all about losing weight, since the early 60s. They have a strong community building where 97% of the Weight Watchers recommended to their friends. They also sell their own products on-line (an exclusive range of products). Those products are well selected and prepared to achieve a very important goal: help everyone to loose weight.Moreover, the company is extended to a website, this site with blogs, facebook and more. At facebook the followers can get daily receipts and also watch mov-ies Followers can design their own profile and get in touch with other members, join a group of their choice, place their own blog or start a challenge! Another attractive service offered by the company is the weight watchers@work they offer successful and effective course; is the most efficient way to the meth-od employed to communicate, because it is easy to fit into the busy work sched-ule. The method employed to learn to make positive changes in nutrition, exer-cise and lifestyle. Furthermore, the courses contribute to a better team spirit.http://www.weightwatchers.nl/

Lookbook is all about fashion and outfit. It is a very interesting idea where people and followers can upload their pictures and share with others keen in fashion. In these pictures they will explain each outfit such as brands and prices. Additionally you can find interviews with the followers, blogs, The LOOKBOOK.nu community, its content and its members have garnered the attention of numerous publications around the world including InStyle, Lucky, Vogue Japan & Germany, Glamour France, Elle Belgium & China, Cosmopolitan Italy, BlackBook, The LA Times, OC Weekly, The Chicago Tribune, The Atlantic, The London Evening Standard, and more.Look book.nu became so popular that well known brands such as Mango de-velop the: Mango loves lookbook.nu. It is such a inspiring campaign where the grand prize is: Become the next ITgirl for Mango’s collection 2012 + 10.000 eu-ros to a charity of your (finalist) choice.More: Current Traffic: Over 3.5 million unique visitors per month, over 70 million page views per month and over 200,000 total registered membersAudience Statistics: Female: 80% female, Young: 66% between 18 and 34, 33% between 12 and 17, avg. age 20 yrs. Old. Connected: 50% of members run their own blog or personal website and Creative: Top occupations include students (college, fashion, architecture, art, design, photography, etc.), photographers, fashion designers, graphic designers, bloggers, models, musicians, and stylists.http://lookbook.nu/look/2698065-Dirty-Dancing

PERSONA: REBECCA RUSO

Age: 27Location: LONDONSocial life: SHE OFTEN GOES TO ART AND DESIGN EXHIBITIONS, LIKES TO MEET FRIENDS FOR DINNER AND DRINKS AT TRENDY BARS AND RESTAURANTS, ENJOYS SPENDING THE SUNNY AFTERNOONS HAVING A PICNIC AT HAMPSTEAD HEATH OR HYDE PARK.Work life: REBECCA WORK’S DESIGNING AND PRODUCING HER OWN LINE OF FURNITURE AND ACCESSORIES IN WOOD. Personality: FRIENDLY, EASYGOING, ENTHUSIASTIC AND CREATIVE, SHE IS ALWAYS INTERESTED ON MEETING PEOPLE FROM DIFFERENT CUL-TURES.

TRANSMEDIA STORYTELLING“Transmedia storytelling requires a high degree of coordination across the dif-ferent media sectors, it has so far worked best either in independent projects where the same artist shapes the story across all of the media involved or in projects where strong collaboration (or co-creation) is encouraged across the different divisions of the same company. Most media franchises, however, are governed not by co-creation (which involves conceiving the property in transme-dia terms from the outset) but rather licensing (where the story originates in one media and subsequent media remain subordinate to the original master text.)” (Henry Jenkins)The Lord of the Rings was nominated one of the biggest and ambitious movies ever. It became such a success.“Moving characters from books to films to video games can make them stronger and more compelling.” As an example: Lord of the rings is a book and based on this book; they launch 3 movies. The characters and setting are further explored in other media, includ-ing animation, comic book, smartphones applications and video games.

In The Lord of the Rings franchise, key bits of information are conveyed through one volume (book) split into three sections (each volume into two books), three films, a series of animated shorts, collections of comic book stories, applications for smartphones , and several video games.

WORLD FIELD EXPERIENCECreative Amsterdam 2011

The Creative Amsterdam Event 2011 was three-days event organized at Pakhuis de Zwijger. Creative Amsterdam hosted leading Dutch creative entrepreneurs operating out-side the Netherlands. The event took place to celebrate the talent and hard work of these successful go-getters with a varied programme: from open design sessions, business dates and export circles to talk shows, an award show and the first Open Studio Night.Creative Amsterdam is more than merely three days of inspiration. The programme challenges visitors to be part of the discussions and to take advantage of the busi-ness opportunities.

Favela Painting

I was interesting for the Favela Painting project/semi-nar for few reasons. First of all, the main goal of the project has fascinated me, which I will mention below. Second of all, it is held in my country, Brazil, therefore has captivated even more my attention. The Firmeza Foundation supports the creation of striking artworks in unexpected places. It collaborates with local people to use art as a tool to inspire, create beauty, combat prejudice and attract attention.”The initial idea of the Favela Painting project has always been to paint an entire hillside favela (slum) in the centre of Rio, visible to all inhabitants and visitors. And make the biggest artwork in the world.This project involves employing the inhabitants of the favela to paint their own houses according to a pre-arranged pattern. It will turn their community into an artwork of epic scale and will produce an explosion of colour, joyfully radiating into the world. ‘O Morro’ will draw attention to the city’s deplorable social situa-tion, while instilling pride and joy in the art the bottom of the social hierarchy.The project will transform the community into a landmark, a tourist attraction, and, most of all, an inspirational monument that assumes a place as an essen-tial part of Rio’s image.Remko de Jong gave the seminar and he made it even more creative and fasci-nating. The two Dutch artists creators of the project are Haas&Hahn.It was a very interesting seminar given by Remko de Jong. The Dutch Haas&Hahn are the creators and artists of the project.

Fernanda Clemente PintoCreative Industry