I feel like my blog is getting pretty messy right now..
All those tagged posts and some cool movie clips.
I don't know. What is this for? What is this blogging for?
...
As you all know,
people share their opinion, information, photos, recipes, experience, and whatsoever
and some earn money from it. And sometime it expands as a viral marketing .
For some, they just write their thoughts, like a diary.
It could be anything, depends on how you use it.
Yes, this is why they called it platform. web 2.0. okay.
For me, I collect things I consider 'cool'.
mostly movie clips, but can be anything.
I collect things I can read and study with.
But there's a lack of contents, and those contents are old, so boring.
There's too much cool stuffs in internet, so it's almost impossible to get everything.
I feel like I have to spend my whole time web surfing, so I can find more cool stuffs faster.
None of them are mine, and don't even know if it has to be mine or not.
What do I get in the end?
If there's nothing,
then why do I collect?
To share?
Then why do I share?
...
Why do I blog?
I think It could be the matter of attention.
When you find out there's people who's reading my blog,
that will make you darn happy.
It's something you've been caring and creating gave others a help, joy or something.
So you just keep blogging and blogging...
But, do I want lots of readers?
I don't know.
Sometimes, I see others' cool blogs, and feel jealous.
They have their unique contents, soooo interesting, I spent hours reading their posts.
So, what should I blog about?
Should I blog?
Saturday, February 6, 2010
Buzz, Viral Marketing, and Word-of-Mouth: what’s the difference? (Korean Ver.)
바이럴 마케팅 또는 바이러스 마케팅, 버즈 마케팅, 입소문 마케팅, 구전 마케팅 등 다양하게 불려지지만 엄밀하게 따지면 의미가 다르다. 궁극적으로는 한 소비자가 다른 소비자에게 자발적으로 메시지를 전달함으로써, 그 메시지의 노출을 기하급수적이고도 지속적으로 확산시키는 마케팅 방법을 말한다
입소문 마케팅, 바이럴 마케팅, 버즈 마케팅의 차이점 l 입소문 마케팅 (=구전 마케팅) l 버즈 마케팅 버즈 마케팅이란 선전 효과나 사람들의 흥미를 유발하려는 목적으로 오프라인과 온라인을 가리지 않고 벌이는 각종 이벤트나 활동을 가리킨다. 버즈 마케팅은 이마에 문신을 하거나 최근 뉴욕의 어느 헬스 클럽이 했듯이 엉덩이에 문신을 하는 것처럼 대개 괴팍하고 입이 딱 벌어지는 이벤트나 사건의 형태를 띈다. 버즈가 제대로 일어나면, 사람들이 이에 대해 글을 쓰게 되므로 훌륭한 PR 도구가 된다 l 바이럴 마케팅 (=바이러스 마케팅) 바이럴 마케팅은 소비자들 사이에 급속하게 퍼질 만한 마케팅 메시지를 주입하기 위해 벌이는 각종 노력을 가리킨다. 이런 노력은 이메일 메시지나 동영상의 형태로 주로 시도되며 컴퓨터 바이러스처럼 온라인상에서 네티즌들이 정보를 확산시킨다는 점에서 다르다. |
마케팅은 대부분 온라인을 통해 이루어지고 있으며 효과적인 바이럴 마케팅 결과를 얻기 위해서는 자발적인 바이럴을 유도하는 것이 효과적인 방법 중 하나이다.
이렇게 소비자나 기업이 생성 및 가공한 컨텐츠를 활용한 바이럴은 또 다른 소비자의 구매의사 결정에 중요한 영향을 미치게 하는 것이 바로 바이럴 마케팅의 핵심이다.
일반적으로 바이럴 마케팅은 주요 포털 사이트에 카페를 개설하거나 블로그를 공략, UCC 등을 배포하는 것으로 활용 방법이 다양하다.
바이럴 마케팅, 블로그에 주목하자
마케팅은 환경에 따라 변하는 소비자들의 필요와 욕구를 찾아서 만족시키는 활동을 핵심으로 한다. 따라서 마케팅 활동의 출발은 소비자들을 둘러싸고 있는 환경의 변화를 끊임없이 관찰하고 분석하는 것으로부터 시작된다.
오늘날 이러한 환경은 과거와 매우 다른 양상으로 급속하게 변하고 있다. 정보화 사회로 변화한 소비환경 속에서 소비자들은 거대한 정보의 홍수 가운데 필요한 정보를 얻고 의사결정을 한다.
이와 더불어 정보통신의 발달은 인터넷을 정보매체 1순위로 올려 놓았다.
지금은 공통된 흥미, 관심 있는 사람들의 커뮤니티에 흥미로운 정보를 보내면 급속하게 퍼지며 이에 따라 바이럴 마케팅이 확산되면서 블로그가 기업의 홍보와 마케팅 수단으로 활용되고 있다.
블로그는 웹(web)과 로그(log)의 합성어로 복잡한 절차 없이 간단하게 자신의 글과 그림, 사진 등을 인터넷에 기록할 수 있는 서비스이며, UCC 미디어들의 특성과 같이 1:다수의 미디어 채널이라고 할 수 있다. 이는 기존의(Web 1.0 시대의) 온라인 미디어, 예를 들어 게시판, 메신저, 메일 등과 확연하게 다른 특성을 지니고 있는데, 그것은 소위 다단계 식 전파가 가능하다라는 것이다.
[그림 1] 블로그 이용률
비영리적인 목적으로 시작된 이 개인미디어는 현재 전세계적으로 130만개에 달하고 있으며 최초의 블로그가 시작된 지 18개월 만에 13배의 규모로 증가했다. 국내의 경우 역시 개인 커뮤니티의 철옹성 싸이월드의 열풍을 잠재우기 시작한 것은 블로그였고, 결국 싸이월드 자체의 변화를 이끌어 냈다.
블로그는 커뮤니케이션 수단이자 소비자의 반응을 직접 들을 수 있는 장치이며 세계적인 차원에서 고객과 일대일로 상호작용할 수 있는 방법으로, 존재하기만 하면 고객이 자발적으로 찾아오는 무료 광고수단이 될 수 있다.
이에 따라 블로그를 통해 수익을 창출하는 개인들이 생겨나는가 하면, 기업들도 블로그를 또 하나의 마케팅 수단으로 활용하는 추세가 증가하고 있다.
마케팅의 기본! 바이럴 마케팅 효과 측정
국내 기업들도 이러한 상황을 반영하듯 네티즌을 중심으로 불어 닥친 블로그 열풍을 마케팅에 적극 활용하고 있다. 감성마케팅, 타겟마케팅, 구전마케팅, 체험마케팅에 블로그가 필수도구라는 인식이 확산되면서 마케팅의 새로운 트렌드로 자리잡고 있다.
바이럴 마케팅의 핵심은 대중에게 이슈화될 수 있는 게시물을 등록하는데 있지만 거기에서 그친다면 단지 블로그 관리에 불과하며 블로그 마케팅을 했다라고 말할 수 없다.
왜냐하면 블로그 마케팅을 제대로 하기 위해서는 양질의 게시물을 작성하여 등록하는 것뿐만 아니라, 그 게시물의 마케팅 효과까지 측정을 해야 하기 때문이다.
첫째, 마케팅의 목적이 브랜드 홍보, 판촉, 이벤트 등 다양한 목적을 가지고 있으므로 게시물의 확산이 무조건적인 목적이 아닐 수 있다. 하지만 바이럴 마케팅의 의미가 ‘컴퓨터 바이러스처럼 온라인상에서 네티즌들이 정보를 확산시킴’이기 때문에 효과 측정에서 확산 정도를 측정하는 것은 기본이 아닐까 생각한다.
특히나 전문 블로거를 투입하여 블로그 마케팅을 진행한다면, 각 담당자(저자)가 작성한 게시물의 성과를 판단할 수 있어야 한다. 이때 게재 사이트수와 노출수를 통한 도달 및 확산 정도를 분석하여 그 성과를 알 수 있다.
둘째, 바이럴 마케팅의 목적이 단순한 브랜드 홍보가 아닌 직접적인 매출을 위한 것일 때는 특정 사이트로 연결되는 링크(배너)를 사용하게 된다.
이때 실질적인 성과를 파악하기 위해 회원등록, 매출, 주문 등을 측정해야 한다.
[그림 2] 게시물 분석 과정
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originally from;
http://logger.co.kr/index.tsp?_C_=16264
How to Launch a Viral Marketing Campaign
This is a guest post by Greg Howlett. He is a Christian concert pianist, educator, and recording artist.
He is also a blogger and Twitterer. If you want to guest post on this blog, check out the guidelines here.
He is also a blogger and Twitterer. If you want to guest post on this blog, check out the guidelines here.
If you are a writer, musician or artist, you are facing huge challenges in today’s marketing environment. Even if you are signed by a marketing partner such as a publisher or recording label, this is no time to rest on your laurels. But the good news is that social media is increasingly becoming an effective marketing tool that is accessible to everyone.
Photo courtesy of ©iStockphoto.com/sodafish
This article will give you a social media plan to help you build your brand and your fan base. As an independent Christian pianist, I have used this strategy to sell tens of thousands of CDs and related products over the past few years.
Before I get started, let’s quickly take a look at state of marketing in 2010.
Never before has it been easier to reach potential customers. Using digital technology, you can reach your audience for pennies. But as it turns out, inexpensive marketing is a double-edged sword because it attracts more competition. This is because the technology that makes production of media inexpensive, also creates a low barrier of entry.
As a result, the market is flooded with products, and the consumer is overwhelmed. Because of the glut of choices, it is difficult to create a product that attracts attention and is even more difficult to convince your audience to buy. Proven strategies of the past are being abandoned, because they clearly no longer work.
That being said, brand-building is one strategy that will never go out of date regardless of technological advances. And the good news is that building a brand has never been more feasible than it is now—if you are willing to use social media and use it well.
I am not going to focus on the typical strategies such as Facebook, blogging, and Twitter. Those are all things that you need to do, and they all can work. But simply blogging or having a presence on Facebook is not enough.
The power of social marketing comes when you find a way to get consumers to do your marketing for you, spreading your message across the world like magic. If you can make this happen, you will be successfully running something that is really coveted in the marketing world—a viral marketing campaign. For the rest of this article, I want to discuss ways to create a viral marketing campaign using social media.
Viral marketing needs four things to work properly:
- An offer (preferably free) that has value
- An easy way to distribute the offer
- An incentive to get consumers to pass the offer along to their friends
- A way to make the campaign profitable
I want to elaborate on each of these.
- An offer (preferably free) that has value. When thinking about viral campaigns, many people think of funny videos. Funny videos do have value, but I would encourage you to consider something different. There are just too many companies trying to do funny videos and it is hard to stand out. Rather, come up with an offer that has more legitimate value. For example, I offer free online piano lessons for church pianists. I have also offered free downloads of CDs and printed piano arrangements.
The key is that whatever you offer has to have real value, and it probably needs to be free. People will not jeopardize their relationships by promoting an offer that has no value, and they will usually not promote offers that are not free (unless the brand is already very strong). Think hard about an offer you can make available that is inexpensive but has great perceived value to others. Be creative; there are numerous possibilities, particularly if you create digital media.
- An easy way to distribute the offer. You must provide an easy way for people to get your offer, and ideally, it should be delivered automatically without requiring your involvement. For many of us, our offers can be distributed digitally on our websites. If you can host your offer on your own website, that is the best scenario. If you cannot, there are other websites that allow you to do these kinds of campaigns. For example, musicians can use BandCamp to deliver their music offers to consumers.
- An incentive to get consumers to pass the offer along to their friends. It is critical that your consumers are “paid” to pass along your offer. Sometimes, their payment can be as simple as the thanks they get from their friends when they pass along funny videos. But, I would not count on that being enough. Try to find a way to offer something extra to people who will post your offer in places like their Facebook status or on their blogs. These are the people who are critical to your viral marketing success.
- A way to make the campaign profitable. Viral marketing is primarily about brand-building. But it is also a great way to sell other products, build a fan base, obtain concerts and speaking engagements, and much more. Don’t make your offer something that you can’t afford to give away. Also, set goals for what you hope to obtain from your campaign.
Execution is key to this type of marketing. Plan and test carefully before you launch. When you start something virally, there is no way to stop it and no way to fix mistakes. When you are ready to launch a campaign, you simply have to send out a short email to your fan email list. After that, if it is going to work, you don’t have to lift a finger.
When a viral campaign works correctly, it is a beautiful thing to watch. Consumers are relying on their friends’ opinions more and more for purchasing decisions. So putting your fans to work promoting you is also a great way to grow your brand, grow your fan base and even generate revenue. Consider revamping your social media marketing efforts to include this supercharged strategy.
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originally from;
http://michaelhyatt.com/2010/01/how-to-launch-a-viral-marketing-campaign.html
Buzz, Viral Marketing, and Word-of-Mouth: what’s the difference?
Word-of-Mouth Marketing consists of a number of different forms of communication: buzz marketing, viral marketing, influencer marketing, street marketing, user generated content and so on. These new approaches can quite often be confused due to their complementary attributes, but in the end are quite different from each other.
Prior to the explanation it must be noted that the efficiency of these new techniques remains for the most part undisputed. Consum-actors are now not only marketing targets, but also potential information relay hubs for your communication actions.
First there is Word-of-Mouth. This form of communication between two people (about brands, products and services, among other things) is obviously not new. What has changed however, is the power, the range and the speed at which word-of-mouth grows in our new online media landscape. This activity mainly takes place via social media, blogs and video platforms… Any available information on the internet, whether it be in the form of image, text or video can be instantaneously reacted upon and propagated around the world in a matter of seconds. Formerly, word-of-mouth was restricted to a certain number of family members, neighbors and colleagues (within a specific social setting). Today, any internet user can profit from certain incredibly powerful communications tools that did not exist in the past.
In recent years, more and more brands have become aware of the power of this phenomenon. The first experiments with word-of-mouth marketing conducted by Hotmail, Budweiser and/or the Blair Witch Project, have now evolved into constructive advertisements. These experiments have lead to a greater awareness; in web 2.0, Youtube users have become a media in themselves! A brief explanation of these marketing approaches can be seen below.
Viral Marketing is one of them. Viral communication is about facilitating the transmission of a message from one person to another. The name “Viral Marketing” very basically comes from the concept. The idea is that it works like a cold, “infecting” one person who in turn spreads the infection to another; thus creating an exponential dynamic.
In order for it to achieve its goals, and not interrupt people like traditional advertising does (where the audience is forcibly exposed to an advertising message), you offer internet users content that is so original, amusing, surprising, inspiring and interesting that they not only enjoy it but want to pass it on to others. A module that is too overtly commercial or conventional will most likely not catch.
Humor, sex and provocation are often ingredients of success, and viral marketing can incorporate all of them (depending on the target, the message and the objective). In B2B for example the publication of a downloadable white paper is a very good example of viral marketing. The personalization of a message (by adding one’s name or photo to a game or video), the incentive (a symbolic or real reward that can be gained in a game for example) and intuitive uses are key elements of success within this type of campaign.
Formats: viral video, e-mail, downloadable module, widget, white paper study, Facebook application, audio and video podcast…
Examples: The personalization of the homepage for La Tribune de Genève, Dove and its film “Evolution”, the “NicoMarket” viral videos against smoking, UPS and its widgets, the job website Moovement and its personalizable module “Manager of the Year”, the videos on rugby and existentialism by Coq Sportif , the viral virtual garden by Roxy perfume, or the game “AxeBusters”.
The wheels of viral Marketing
Buzz Marketing is another technique used to generate word-of-mouth. The idea in this instance is to spread information to the consumer via an event, an action in a spectacular, surprising and memorable way that is associated to a brand… A successful buzz marketing action generates word-of-mouth and media coverage. The important thing here is to create a reaction that attracts attention, be it risky, controversial or provocative.
Media coverage (via a PR action) is an essential part of a campaign, it makes sure that your range goes well beyond those who were directly exposed to the original action. You have to facilitate the indirect experience of the action via videos broadcast by the media and video sharing platforms… (the action has to be sufficiently visible and accessible).
This type of action requires a considerable logistic preparation and legal know-how in order to overcome regulations and obtain the necessary authorizations (unless you are prepared to risk paying fines), which can often be complicated and time-consuming. You also have to anticipate that some people or administrations might view these “creative measures” as a forcible invasion of their environment … so be careful with, and prepared for, negative reactions…
Formats: exceptional event or measure, street marketing, guerilla marketing, ambient marketing, ambush marketing…
Examples: The latest WWF campaign against deforestation, the street marketing campaign for “Batman Begins”, the vertical rugby match by Société Générale, Jeep and its SUV parking lots , VW Eos and its “solar” billboards, the bank ING and its provocative saga of clothing for the very rich or the “DIM DIM Girls” squatting the ranks at the rugby world cup.
Then there is Influencer Marketing, which is made up of seeding (creating word-of-mouth by letting opinion leaders test products) and community management. The objective is to generate word-of-mouth by involving (online and offline) opinion leaders (bloggers, influential consumers, VIPs, stars) by motivating them to relay a message to their audience(s). This can be done by giving them the opportunity to test products, participate in exclusive events and/or gather in special places such as a blog, a forum, a social network,etc…
This approach requires time and a certain sensitivity but can be hugely profitable in the long run. By exchanging opinions with your consumers and answering their questions, you create customer loyalty and enable their step by step transformation into brand supporters. This transformation will allow you to enhance your recommendation rate and your brands overall notoriety. Unfortunately, brands do not always possess sufficient human and/or financial resources to develop ’involved’ relationships on an every day basis over a long period of time. Influentials need to be handled with care and in contrast to publicity they cannot be bought… A clumsy, overtly commercial approach will in the best case scenario disinterest them, and at worst cause negative buzz (it is therefore important to not try and manipulate them, lie or deceive them in any way).
Formats: Seeding campaign working with influential bloggers organised by BuzzParadise …, sponsored posts and media sales 2.0, creation of brand blogs and social networks, VIP events
Examples: Distribution of new products to female bloggers by Dim Osmose, the social network of the brand MMMKenzoki, the “Running Club” of New Balance or the blog “Renault F1”, …
Finally, we come to Consumer Generated Media, also called User Generated Media. This type of action consists of letting the audience participate in the communication of a brand (and in some situations the co-creation of a product or an offer). A certain number of brands have thus urged internet users to post videos and photos in order to participate in a competition or a collaborative module (Wat.tv, Gmail, or Joga Bonito for Nike). Some even go as far as to “ask” internet users to invent the screenplay (Honda for “Superball”) or even create a future spot or billboard (Sony via “Current TV”, or SFR via “BlogBang”).
Although this type of campaign is similar to the new phenomenon of “consumer 2.0” or “consum-actor”, it sometimes falls short or fails. This is most often due to a lack of quality and participation, as this type of action demands internet user’s time. We will certainly have to wait a while until a larger group of people have mastered the tools and necessary expertise to create an effective spot… The number of talented people that possess these skills are unlimited… Unfortunately, not everyone can be a creative genius like Hitchcock ;)
Formats: contributive video or photo competition, collaborative module, co-creation
Examples: EBay and its latest campaign, Diesel’s perfume and its co-creation module of customized products or the collaborative video for Gmail (more than 5,000,000 views and more than 1,000 contributed videos).
All these approaches differ slightly from each other in their different strategies (even though they all pertain to the same goal). They can be used independently, complement each other, or even be combined with more traditional communication actions (TV spots, online advertising banners, billboards, press, radio, etc…). In that case we would speak of Integrated Communication or 360° Marketing…
[source: http://www.culture-buzz.com/blog/A-Short-Introduction-to-WOM-and-Viral-Marketing-1538.html]
Prior to the explanation it must be noted that the efficiency of these new techniques remains for the most part undisputed. Consum-actors are now not only marketing targets, but also potential information relay hubs for your communication actions.
First there is Word-of-Mouth. This form of communication between two people (about brands, products and services, among other things) is obviously not new. What has changed however, is the power, the range and the speed at which word-of-mouth grows in our new online media landscape. This activity mainly takes place via social media, blogs and video platforms… Any available information on the internet, whether it be in the form of image, text or video can be instantaneously reacted upon and propagated around the world in a matter of seconds. Formerly, word-of-mouth was restricted to a certain number of family members, neighbors and colleagues (within a specific social setting). Today, any internet user can profit from certain incredibly powerful communications tools that did not exist in the past.
In recent years, more and more brands have become aware of the power of this phenomenon. The first experiments with word-of-mouth marketing conducted by Hotmail, Budweiser and/or the Blair Witch Project, have now evolved into constructive advertisements. These experiments have lead to a greater awareness; in web 2.0, Youtube users have become a media in themselves! A brief explanation of these marketing approaches can be seen below.
Viral Marketing is one of them. Viral communication is about facilitating the transmission of a message from one person to another. The name “Viral Marketing” very basically comes from the concept. The idea is that it works like a cold, “infecting” one person who in turn spreads the infection to another; thus creating an exponential dynamic.
In order for it to achieve its goals, and not interrupt people like traditional advertising does (where the audience is forcibly exposed to an advertising message), you offer internet users content that is so original, amusing, surprising, inspiring and interesting that they not only enjoy it but want to pass it on to others. A module that is too overtly commercial or conventional will most likely not catch.
Humor, sex and provocation are often ingredients of success, and viral marketing can incorporate all of them (depending on the target, the message and the objective). In B2B for example the publication of a downloadable white paper is a very good example of viral marketing. The personalization of a message (by adding one’s name or photo to a game or video), the incentive (a symbolic or real reward that can be gained in a game for example) and intuitive uses are key elements of success within this type of campaign.
Formats: viral video, e-mail, downloadable module, widget, white paper study, Facebook application, audio and video podcast…
Examples: The personalization of the homepage for La Tribune de Genève, Dove and its film “Evolution”, the “NicoMarket” viral videos against smoking, UPS and its widgets, the job website Moovement and its personalizable module “Manager of the Year”, the videos on rugby and existentialism by Coq Sportif , the viral virtual garden by Roxy perfume, or the game “AxeBusters”.
The wheels of viral Marketing
Buzz Marketing is another technique used to generate word-of-mouth. The idea in this instance is to spread information to the consumer via an event, an action in a spectacular, surprising and memorable way that is associated to a brand… A successful buzz marketing action generates word-of-mouth and media coverage. The important thing here is to create a reaction that attracts attention, be it risky, controversial or provocative.
Media coverage (via a PR action) is an essential part of a campaign, it makes sure that your range goes well beyond those who were directly exposed to the original action. You have to facilitate the indirect experience of the action via videos broadcast by the media and video sharing platforms… (the action has to be sufficiently visible and accessible).
This type of action requires a considerable logistic preparation and legal know-how in order to overcome regulations and obtain the necessary authorizations (unless you are prepared to risk paying fines), which can often be complicated and time-consuming. You also have to anticipate that some people or administrations might view these “creative measures” as a forcible invasion of their environment … so be careful with, and prepared for, negative reactions…
Formats: exceptional event or measure, street marketing, guerilla marketing, ambient marketing, ambush marketing…
Examples: The latest WWF campaign against deforestation, the street marketing campaign for “Batman Begins”, the vertical rugby match by Société Générale, Jeep and its SUV parking lots , VW Eos and its “solar” billboards, the bank ING and its provocative saga of clothing for the very rich or the “DIM DIM Girls” squatting the ranks at the rugby world cup.
Then there is Influencer Marketing, which is made up of seeding (creating word-of-mouth by letting opinion leaders test products) and community management. The objective is to generate word-of-mouth by involving (online and offline) opinion leaders (bloggers, influential consumers, VIPs, stars) by motivating them to relay a message to their audience(s). This can be done by giving them the opportunity to test products, participate in exclusive events and/or gather in special places such as a blog, a forum, a social network,etc…
This approach requires time and a certain sensitivity but can be hugely profitable in the long run. By exchanging opinions with your consumers and answering their questions, you create customer loyalty and enable their step by step transformation into brand supporters. This transformation will allow you to enhance your recommendation rate and your brands overall notoriety. Unfortunately, brands do not always possess sufficient human and/or financial resources to develop ’involved’ relationships on an every day basis over a long period of time. Influentials need to be handled with care and in contrast to publicity they cannot be bought… A clumsy, overtly commercial approach will in the best case scenario disinterest them, and at worst cause negative buzz (it is therefore important to not try and manipulate them, lie or deceive them in any way).
Formats: Seeding campaign working with influential bloggers organised by BuzzParadise …, sponsored posts and media sales 2.0, creation of brand blogs and social networks, VIP events
Examples: Distribution of new products to female bloggers by Dim Osmose, the social network of the brand MMMKenzoki, the “Running Club” of New Balance or the blog “Renault F1”, …
Finally, we come to Consumer Generated Media, also called User Generated Media. This type of action consists of letting the audience participate in the communication of a brand (and in some situations the co-creation of a product or an offer). A certain number of brands have thus urged internet users to post videos and photos in order to participate in a competition or a collaborative module (Wat.tv, Gmail, or Joga Bonito for Nike). Some even go as far as to “ask” internet users to invent the screenplay (Honda for “Superball”) or even create a future spot or billboard (Sony via “Current TV”, or SFR via “BlogBang”).
Although this type of campaign is similar to the new phenomenon of “consumer 2.0” or “consum-actor”, it sometimes falls short or fails. This is most often due to a lack of quality and participation, as this type of action demands internet user’s time. We will certainly have to wait a while until a larger group of people have mastered the tools and necessary expertise to create an effective spot… The number of talented people that possess these skills are unlimited… Unfortunately, not everyone can be a creative genius like Hitchcock ;)
Formats: contributive video or photo competition, collaborative module, co-creation
Examples: EBay and its latest campaign, Diesel’s perfume and its co-creation module of customized products or the collaborative video for Gmail (more than 5,000,000 views and more than 1,000 contributed videos).
All these approaches differ slightly from each other in their different strategies (even though they all pertain to the same goal). They can be used independently, complement each other, or even be combined with more traditional communication actions (TV spots, online advertising banners, billboards, press, radio, etc…). In that case we would speak of Integrated Communication or 360° Marketing…
[source: http://www.culture-buzz.com/blog/A-Short-Introduction-to-WOM-and-Viral-Marketing-1538.html]
Sunday, January 31, 2010
Happiness machine
Friday, January 29, 2010
Cut Paper
A long time coming back.I'm back in Seoul. Need little time to adjust I guess.I tried to find something to concentrate until March. But. Haven't got anything yet.So, here are some inspiration! Cut papers... You gotta check the last one. SO AWESOME!
Thursday, December 3, 2009
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