Frontiering Talk

Your client makes biscuits, and their slogan is “Connect with Cookies”.  You know tv is dying and want to make a name for yourself trying something new and hip.  So you come up with the idea to create a social network around the connecting theme.

This is what Pepperidge Farm’s agency has just done with the creation of the Art of the Cookie website.   Whilst the NY times seems to love the idea, I think it is very poorly executed.

For a start the site budget was $2-3 million presumably to cover building, and advertising the site.
Whilst I do like the site design, it lakes the ability to interact and connect with others, which is afterall the basic essence of the brand.  The name of site is also confusing as I was expecting a site that discusses various ways to create art using or making cookies.  Why isn’t this site called ConnectingThroughCookies.com?

So what would I advise?  

Firstly, this isn’t a destination site and nor should it be.  The brand should be enabling connections by running or giving away Connection parties, sponsoring School Reunions, and enabling their consumers to connect (as opposed to giving them a check list of how to connect).

Provide people the tools to share connection stories, discuss them, and sharing them would be great, but why host them here?   Why not integrate the brand with existing social networks like Facebook, or Shespeaks and join the conversation rather than assuming people will want to spend their precious time coming here to read up on one persons journey across the country.    If you are going to share connections, would you be better working with a site like Meetup.com which is in the business of connecting people.

Tags: cookie, Social Network

Gary Vaynerchuk of Wine Library TV fame, talks with The Trend Junkie about building the Wine Community, transparency and the acqusition of Cork’d.

It’s an insightful video full of excellent advice for people wanting to start a community.

Tags: community, interview, Social Network, wine

We have often mentioned the car segment as one of the best categories suited to “long format” advertising. If you are in the market for a particular make of car, you really want a more detailed engagement than what can be delivered in a 30 second spot.

So it’s no surprise to us that Honda have today launched an Internet TV channel (which will soon be linked to Honda’s UK site) which will deliver on-demand delivery of the company’s films and video content including Honda racing, driving tips and advertisements. Included in the short films section will be a feature on ASIMO (Honda’s humanoid robot), who will also feature as the host of the tv channel.

Currently the site only runs on Internet Explorer, but a Firefox version is in development. It’s also not clear what plans Honda has to allow it’s consumers to comment or discuss this content.

Perspective: Consumer controlled viewing is continuing to grow, and companies should be providing easy options for their existing and potential consumers to engage with their brands. Whilst this site would have quite a large budget, smaller businesses can utilise free social video sites such as Youtube combined with a channel grouping site like Magnify to share content, and allow consumer participation.

Tags: car, honda, Social Network, Video

There has been much discussion in the last few days about Google’s Open Social standard. For many, it’s hard to grasp the significance, or deduce what does it all mean for me and my brand.

I love Jeremiah Owyang’s post which explains the new standard in a simple to understand way, sectioned by What is it, Opportunities, Challenges and Next Steps.

I encourage everyone who has an interest in social networks to read his post.

Tags: News, Social Network

Gooruze is a social network for online marketing.

Nearly 1000 members have already writtern 176 articles, joined one of the 50+ groups on subjects such as Social Media, Advertising Metrics, and Search engine marketing.

I like the way the site is laid out, and have already found it useful.

Perspective: Often in social networks, the people who are claiming to give advice in this area are not actively involved themselves. This is a little like buying financial advice from someone who doesn’t actively invest themselves.  So I would encourage anyone in the Online Marketing industry to get involved in Gooruze.

Tags: Social Network, Social Networks

Yourstreet, which will officially launch tomorrow has created something of value by plotting news and discussions from various major news sources, as well as providing the environment for discussion.

I organise a street party every year as a way to keep in touch with the neighbours, and it certainly helps create a sense of localised community.
I think this is where Yourstreet may be onto something. Afterall, who isn’t interested in a view of news of the street where you live or work.
How better to get a community group to voice opposition or support to planned developments.

There are other social networks that have emerged specifically targetting local communities such as Life At, which hosts software specifically aimed at Properties such as large inner city living, retirement villages etc.
Meet the Neighbours is also a service aimed at apartment dwellers.

Yourstreet’s contents are focused on US cities, such as New York, Chicago, but will no doubt expand driven by community involvement.

Perspective: I like Yourstreets content, allowing them to create something of a critical mass of information, which so often is a barrier for new startups. As anyone can add news, I can immediately see some opportunities for advertorials. For example, “123 XYZ street just sold for this much”, as a way to promote local real estate. Yourstreet does list the authority of various articles, which presumably could be used to prioritise content based on a reputation indicator. One also wonders why various local search offerings like Yellowpages are not providing localised news to complement their listing services.

Tags: Maps, Social Network, Social Networks

SpinVox which offers technology to convert audio to text, will soon be offering users of facebook the option to dial a number and then dictate updates which are then converted to text and posted to your profile.

Perspective: I first trialled text to voice technology in the mid 90’s as a potential solution for busy on the road sales reps to connect with email conversations. The technology has improved since then, and Spinvox seems to have found several applications for it’s tool. For instance, Lawyers use the tool to enable them to “read” their audio to text converted voice mails in court. Transcribing of podcasts might be another application. It will be interesting to see the take up of SpinVox facebook service.

via CNET

Tags: Frontiering Products, Social Network, Social Networks

Magazine publisher CondéNet, who purchased the application “What are you wearing?” earlier this year, has found success linking the application to Facebook reports Media Week.

The application allows you to tell your network of friends what brands of clothes you are wearing. Already, 90,000 users have added it to their facebook accounts and it is growing at 1,000 per day. Today’s most popular brand is Zara, which the following people are wearing.

Within the application there is a banner advertisement which is currently advertises the Guess brand’s Club G via the CondéNet owned Flip social network.

CondéNet has also released a spin-off application known as What are you wearing for Halloween.

Perspective: Currently Facebook are allowing applications to run their own ads, and this creates enormous opportunity for brands to leverage the social network to reach consumers. This could be by creating an application related to the brand essence, or by sponsoring an application. People are using their facebook accounts to express things about who they are and what they like, so it makes sense to provide tools that aid this expression. If you are looking for ideas for your brand, start by checking out some of the best Facebook Applications.

Tags: Frontiering Products, Frontiering Websites, Social Network

Marketing Spending on social media will surpass traditional marketing spend by the end of 2012, according to a study conducted by TWI Surveys, writes New Communications Review.

260 senior PR and Marketing Communications professionals were surveyed and the results surprised even me.

- 81% of survey respondents said they will spend at least as much on conversational marketing as traditional marketing by 2012.
- Two-thirds of respondents plan to increase their spending on conversational marketing in the next 12 months.

The top obstacles to increased spending on conversational marketing, according to survey respondents:
- Manpower restraints: 51.1%
- Fear of loss of control: 46.9%
- Inadequate metrics: 45.4%
- Culture of their organizations: 43.5%

I would add to these obstacles the following :-
- Agencies do not have the necessary skills to capitalise on emerging marketing trends
- Changes in ownership and consolidation of the large social networks

Perspective: I have always been one to research and explore emerging marketing trends, and whilst I agree that social media spend will account for an increasing portion of marketing spend, I am not sure it will overtake traditional marketing within 5 years. There will also be a convergence in the media channels which will make it increasingly harder to categorise something as traditional or emerging. What I am convinced of is the need for brands to start experimenting with how to engage consumers where they will no doubt be spending more and more of their time.

Tags: Social Network, Social Networks

Renovation has got to be one of the most talked about topics, and so it’s no surprise to see a social network built around sharing advice.

Refurber is a well laid out site, and built on the same platform as Minti (the parenting advice social network).

Refurber has some cool features such as Latest Activity which shows by timestamp how long ago the social network was updated and by who. It’s a good indication that this social network is very active.

The company behind Refurber is Vibe Capital and they are also offering the network engine to people wanting to build an advice driven social network. An example is Building London.

Perspective: Social networks will continue to appear and over time, there will be a place for just about every conversation. So think about the category your brand is in and explore what social networks are emerging. Make sure you establish a program to monitor the conversations as this is a valuable source of research. Then, figure out ways to engage in the conversations, such as establishing advice services, or sponsorship of existing social networks. Conversations in social networks are growing .. is your message being heard?

Tags: Social Network, Social Networks, Word of Mouth

Social Network, Live Mocha launched this week.

The site describes itself as “The social way to learn a language”, and the site is built around these 3 areas.

1. Community. Livemocha is the first-of-its-kind online language-learning community.
2. Lessons. Fun and interactive lessons that move at the right pace for you.
3. Motivation. Track your progress and reach your goals with Livemocha tools.

It is very well laid out and even includes integrated chat so you can get help for the language you are learning as well as give help to those learning your native tongue.

I worked in Asia for many years and managed to learn some basic Japanese, Chinese and Thai. Almost all of this learning occured in the country where you can interact with real people, using necessity such as needing to find transport or food to inspire learning.

Learning languages should be fun, and you do need help from a community. Whilst I still think learning languages in the country where it is spoken is the best method, Live Mocha will be a great way for people to learn online. I love the concept, have signed up and are in the progress of doing my first course .. Chinese 101

Tags: Social Network, Social Networks

IsAnyOneGoingTo.com launched in this year in the UK, and allows users to register their name, town or postcode, and then a photograph of themselves and/or their vehicles and a short description of themselves. They also pick one of three categories that suits their travel needs which are best—leisure, business or student, and then enter their travel requirements.

Other members can then search the site and communicate through Skype or e-mail to arrange travel and divide the costs before meeting. Over ten thousand members have already registered with the free site.

Founder Sonia Slater explains: “Our fundamental objectives are to realize how we all can be environmentally sound and still have fun, improve the environment by reducing the number of cars on the roads, use the Internet to introduce travelers and change the way we travel.”

Perspective: Is Anyone Going to is a good example of how social networks can overcome the normal barriers that keep people from connecting.

Tags: Frontiering Websites, News, Social Network, Word of Mouth

Here’s a clever web initiative, called Flameonwebcam, designed to help market the Fantastic Four movie.

The site provides the ability to record a brief message using your webcam, but the recording adds a flame effect to any movement which creatively links the viral to the movie.

Here’s a samplethat I created. You can send the link to your friends, or embed the video in your own site or social network.

Perspective: The site is clean and easy to use, and the use of the flame effect is a good connection to the movie. I couldn’t see any links to the actual movie website and it would have been nice to add a feature to show showing times of the movie in my city, or perhaps options to buy the DVD.

Tags: Frontiering Products, Frontiering Websites, Social Network