Did you catch Zipipop's last M&M blog post "Are you doing good?"
It's about why brands need to be doing good if they want to engage large communities of supporters.
Since publishing I noticed that this theme was listed in this SlideShare presentation: 26 Social Media Marketing Trends for 2013 (see slide 18).
19. huhtikuuta 2013
Posted by Richard at 09:30
19. maaliskuuta 2013
Mitä yhteistä on sosiaalisella liiketoiminnalla ja pilvenpiirtäjällä? Richard kirjoittaa aiheesta Marmain blogissa
Mitä on sosiaalinen liiketoiminta? Entä miten se liittyy pilvenpiirtäjiin? Lue Richardin uusin blogipostaus Markkinointi&Mainonta-verkkojulkaisun Sosiaalinen sukellusvene -blogistamme.
Mikko ja Richard kirjoittavat säännöllisesti ajankohtaisista sosiaalista mediaa koskevista ilmiöistä. Lue tähän asti julkaistuja kirjoituksia tästä.
Posted by Tiina at 16:24
1. maaliskuuta 2013
When we were in the Arabus incubator in 2007 we used to create a little bit of a buzz about what we were doing by decorating the area around our office door with posters, stickers and Post-it notes. The idea of the Post-it notes was to let people know what we were up to in a tongue-in-cheek way.
You will notice that one of the notes says Boboing! If you want to find out more what boboing is all about you can read this old Zipi Theory post.
Posted by Richard von Kaufmann at 16:33
16. helmikuuta 2013
One thing we learnt when developing our first ever Facebook app, Friends Pad, back in 2007 was that it is better to be clear than clever.
What I mean by this is that, in stead of using a simple and clearly understood word like "reply", we thought that it would be cute to try and create a unique activity verb that could become part of the usage branding like the way we say to tweet on Twitter.
The word I chose (and it was something I have to take the blame for) was to "bubble". Bubbles were part of our visual identity and I thought it would be more fun to "bubble" back to your friends status messages – remember this was a long time before Facebook introduced this as standard.
In retrospect, I came to realize this was hubris and just caused unnecessary confusion. The success of your service, and the engagement of your community is what ultimately decides if a neologism is justified.
Also, it is better if the new word is related directly to the brand name itself. There are countless examples of brand names that have become verbs or proper nouns, for example: we hoover with a Hoover, we photoshop a picture with Photoshop, we rollerbade in our Rollerblades, we google with Google, etc
The process by which a trademarked name becomes a generic name for, or synonymous with, a general class of product or service, even has a name: genericide.
You would think that genericide would be the ultimate sign of brand approval, but many companies fear they will loose control of their trademarks if the usage slips into common language usage.
I still believe that the playful use of words can be very beneficial; for example, Facebook turned a potentially spammy promotional email request into an effective marketing campaign by calling it a "poke". How many of us started using Facebook after being poked? And FourSquare's use of "Check in" makes it much cooler to use than if you just added your location.
But overall, there is always a cost for users to adopt your service and anything that could hinder the adoption process should be avoided. So if there is any doubt, it's better to clear than clever.
Have a great weekend!
Posted by Richard von Kaufmann at 00:41