Designing Digital – How you can apply your creativity to the future of TV

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We all wondered what we’d do when we ran out of letters of the alphabet to describe our generations.

Thankfully, rather than defaulting back to the start and doubling up with a clumsy ‘Generation AA’, we are now dubbing collections of people not by their chronological debut, but by what drives them.
Enter ‘Generation C’.

This is a connected class of consumers. And they’re clever. They have the ability to focus on everything they find important to them, often from different inputs, on different devices, all at the same time. As master marketer Brian Solis states “Connected consumers don’t just expect online, on-demand streaming optimized for each device, they expect to engage in each screen differently and in a dynamic way.”

Enter the Creatives.

Second Screens

Far from possessing the short attention span that they’re often accused of, Gen-C are simultaneously absorbing information through their iPads and smartphones while watching TV.

These second and third screens should be considered by Creatives as a new frontier where your talents can be displayed, shared and discussed. No longer is your art confined to a fixed-narrative, non-interactive single platform such as a magazine editorial or TV episode, you now have the ability to connect with your audience.

•Behind-the-scenes photos of the design process
•How-to videos explaining say, special FX make-up
•Social Media discussions about your creative choices,
these all contribute to the entertainment experience. Best of all, your contributions to these platforms enable you to get your work seen by untold masses, gaining you legions of fans and worldwide recognition of your art.

Social Media is a new form of entertainment

The Hollywood reporter recently published a poll reporting on how people are discovering and consuming entertainment. According to the study, 88% of respondents view social networking sites like Twitter and Facebook as a new form of entertainment.

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It was only a matter of time before a convergence of traditional entertainment (like heritage television) and social networking became commonplace. Welcome to Social TV. More than just being able to converse with live TV via tweets or hashtags, the future of television allows an exciting connectivity and engagement between production and audience.

Consider all this on your future projects. Connect with the fans of the productions you are working on. Contribute to the conversation and celebrate the coming of Generation C.
A whole new class of creative consumers.

No Place Like Home

Very Clever

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Can your beer glass do this?

Welcome to the next phase in on-premises beer marketing. Either that, or it’s just a cool thing to look at when you’re hoisting a few.
Either way, this glass, developed by ad agency BBDO in New York, is the most social beer glass we’ve seen. Activate that QR code and the glass checks you in to Foursquare, tweets about your pint and/or updates your Facebook status.
And in a nice branding twist, you have to use Guinness — or at least another very dark beer. If your beer is filled with an ordinary pilsner like Budweiser, you won’t be able to read the code.

Why Big Data is a Big Deal

New-Beach-Media-Big-DataConsidering that over 90% of the data in the world today has been created in the last two years alone, it’s little wonder that big data is big news. But what exactly is big data?

As leading technology analyst Edd Dumbill explains on O’reilly Radar “Big data is data that exceeds the processing capacity of conventional database systems. The data is too big, moves too fast, or doesn’t fit the strictures of your database architectures. To gain value from this data, you must choose an alternative way to process it.”

These petabytes of information are gathered by many means. The billions of information-sensing mobile devices, aerial sensory technologies (remote sensing), cameras, microphones, software logs, and wireless sensor networks.

Walmart handles more than 1 million customer transactions every hour, which is imported into databases estimated to contain more than 2.5 petabytes of data – the equivalent of 167 times the information contained in all the books in the US Library of Congress. According to the Arizona State University School of Business the volume of business data worldwide, across all companies, doubles every 1.2 years.

Combine this with the Social Data that is accumulated through the various platforms and you’ve got more bytes than a vampire convention. Facebook alone handles over 40 billion photos from its user base.

So what’s it used for? Apart from the potential of big data to spot business trends, prevent diseases, and even combat crime, the information that is stored and analysed can lead to personalised advertising, tailored retail experiences and appropriated entertainment content. Add to this need to clean the data, which needs human labour, and there is also an emerging industry that will require a workforce.

This rad infographic created by Column Five explores the potential of big data and the directions in which it is expanding. Data is, most certainly, the new oil.
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Tourism Australia – $250m campaign with MAJOR focus on Social Media

Yep, even the big dogs know where the action is at!

Tourism Australia has just launched their new $250 million dollar campaign with a Major focus on engagement via social media.

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As Andrew McEvoy (Managing Director of Australian Tourism) stated :

“with social media becoming “word of mouth on steroids”, digital platforms will play a central role in the campaign. The social strategy, which includes the launch of a free to download tablet app, will have the aim of increasing conversions. Word of mouth in our sector has always been the biggest driver of people taking a trip and now with digital technology and social advocacy and communities, the ability to put word of mouth on steroids is amazing,

Exactly: Social Media is word of mouth on STEROIDS!

 

very PINTERESTing facts

Found this online and thought you might want to see these facts about Pinterest.

One of the biggest reasons I see this being of value to different brands is the user engagement. We have facts to back this up too. out of all our clients, Facebook still seems to be the top referrer from Social media, but Pinterest coming a close second.

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The figures are well female skewed, with a high average income……. mmmm, sounds like some gold to be dug there!!!

SoLoMo – Social, Localisation and Mobile in a ToyToyota

When I was a kid, I could hardly look down at my Jetsons comic for more than a page without feeling queazy. It seems the backseat drivers of today have stronger stomachs. (They probably have healthier gear in their guts than the sugary road-trip offerings of those days, too.)

Check out how Toyota have creatively employed the technology known as SoLoMo – Social, Localisation and Mobile, in their app called BackseatDriver.

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Is this gamification of the family car trip a step closer to completely integrating mobile technology into a real world scenario?
Could you put up with your kids screaming “GO BACK DAD!!! WE MISSED THE DOUBLE POINTS AT THE LAST INTERSECTION!!”?
Or is it a clever way for a giant car manufacturer to recruit future brand-loyalists?

What do you reckon? Leave your comments below.

 

Let the (Social) Games begin

That circus of sports and stamina known as the Olympics will this month take ignition from a torch …and test the upper-arm muscles of London spectators already fatigued from all that recent flag waving for Her Maj’s Jubi-polooza.
What the crowds (and athletes and reporters) are most likely to be doing with their other hand, is tweeting about it, checking into the stadium via Facebook & Foursquare, or sharing images of their Olympic experience via Instagram. For these are The Social Games. And with an army of 11 million visitors all equipped with their smartphones and a plethora of platforms, it certainly promises to be bigger than Beijing.

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What will be interesting to watch is how fans and audiences interact with the true stars of the show, the athletes. Access to ‘behind the stadium’ insights is promised by the IOC’s Social Media ‘Olympic Hub’ and the unprecedented opportunity to actually connect with the sports men & women who are competing is on offer. Honestly though, if you had spent the greater part of your life in rigorous training to strut your sporting stuff on the world stage, could you really be stuffed tweeting the masses as you take part in the opening ceremony? Some will, without doubt.
One thing’s for certain: athletes will have to keep it in their jockstraps. The IOC has already stipulated that no participants are to broadcast video via social media… whether this also means no tweeting pics of fellow competitors pulling a post-race bong is unclear.
It’s been fascinating to watch the inclusion of social media and ‘second screen’ input into the broadcast coverage of sporting events. It’s not uncommon for commentators to read tweets from fans regarding a game or match as it’s happening. By participating in the on-line discussion of a sporting event in real time, one can get that same comradarie that exists in the stadium. The London Olympics will certainly generate much buzz as audiences worldwide discuss the sports in social media communities.

What do you think? Is having this discussion with others via social media going to enhance or distract your Olympic experience?

Getting Nearer

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At this time last year, the number of Near Field Communication enabled smartphones in Australia was just 375 00. According to Tapit forecasts, the number of smartphones capable of NFC in Australia will rise to 467% to 2.215 Million by the end of the first quarter of this year, jumping to a whopping 4 million by the end of Q4.

NFC_NBM-300x200Most new smartphones are coming equipped with NFC technology, yet Apple seems to be throwing a tanty and refusing to adopt the technology. iPhone 5 is NFC free.

As with all new technologies, there are early adopters and brave brands who are willing to embrace the future, however most brands in Australia have been slow to really embrace the marketing opportunities and convenience of reaching customers so instantaneously. Andrew Davis, Tapit’s co-founder and Head of Operations says that brand uptake will be no higher than 20%.

There have been some stunning examples of clever campaigns utilising the power of proximity and instant connection. Among the most memorable have been the VOX Cinemas in Dubai with their Cinema Voucher Campaign and Orange UK’s Quick Tap Treats campaign.

How could your company/brand/label think outside the box and incorporate NFC into its next campaign?

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That’s a load off…

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We’re all about streamlining here.

The fewer keys we have to tap and hours we have to wait to distribute our content to the hungry eyes of our worldwide network, the better. Which is why we love these guys…

Oneload is an awesomely powerful distribution service who get your content out to the top social networks and video sites, ensuring that it is SEEN. No point producing all that kick-arse content if no-one’s watching, right? As well as positioning video in all the important places, oneload has tools to easily encode and create RSS feeds. This means the ability to syndicate your video anywhere.

Combined with powerful analytics, you’ll be able to monitor engagement levels and impress with really thorough reports on just who is viewing your content, where they’re watching from and what they’re finding interesting.

Yep, we’ve got loads of love for oneload.

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Social Media and ROI

The measure of success for many business is seeing bucks in your till (or wallet). Knowing that the money you have invested in a social media strategy or a digital campaign has undoubtedly been made… and amplified… is the return on investment that was previously quite difficult to gauge.

The kind of statistics that marketers would once have dreamed of are now achievable and measurable. The level of customer engagement is heightened through social media activity and the marketing costs are a fraction of the costs of more traditional methods.

This sleek and sophisticated video from MDGadvertising delivers some sexy stats and does much to explain and decipher the best ways to measure ROI on your social media marketing.

How can I best use my time to maximise my social media results?

It’s a conundrum, isn’t it? You know that you need to be using social media to grow your business and reach new markets, but you reckon that the time it takes to monitor, contribute and commit to social media would actually eat in your precious workflow.

Don’t fear it. Do it.

In their 2012 Industry Report, SocialMediaExaminer.com raised the question of time management (and many other valid enquiries) and concluded that really, there are three questions you should be asking to ensure that your time using social media is spent effectively:

  • What are the regular activities that I should structure into my day/week?
  • How do I plan my team’s social media time more effectively?
  • What tools can help me maximise my time spent on social media?

A significant 59% of marketers are using social media for 6 hours or more and 33% for 11 or more hours weekly. Interestingly, those with more years of social media experience are actually spending more time each week conducting their social media activities. From this, we can deduce that the time spent is considered a valuable contribution to the business. Certainly a better use of time than crossing the city in peak hour traffic for a single client meeting, when they (and others) can be reached and connected via social media platforms.

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The increased fans, improved search rankings and reduced marketing expenses are all benefits that are worth allocating a few hours of your day to, aren’t they? By scheduling your social media time, establishing a bit of a routine and utilising the many tools available to time-shift posts and drip-feed your social media contributions, you’ll find that these benefits may actually save you time!

 

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