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A new study from RadiumOne reveals that hashtag users are leveraging them primarily to communicate personal ideas and feelings (40.7%) and to search or follow categories and brands of personal interest (34.1%). The survey, which finds that 7 in 10 use hashtags while on a mobile device, shows that hashtags can be a meaningful tool for brands: about 1 in 5 respondents said that hashtags are good for finding brands and products.
A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation's Re:think 2013 conference in New York today.
It's a stunning admission for a company who's flagship brand has 61.5 million fans, more than any other brand on Facebook.
It's important to get digital reach and viewership data on par with TV and to accurately measure buzz in order to get more accurate return-on-investment analysis for all media, Mr. Schmidt said.
Twitter users are forming 'tribes', each with their own language, according to a scientific analysis of millions of tweets. The research on Twitter word usage throws up a pattern of behaviour that seems to contradict the commonly held belief that users simply want to share everything with everyone.
In fact, the findings point to a more precise use of social media where users frequently include keywords in their tweets so that they engage more effectively with other members of their community or tribe. Just like our ancestors we try to join communities based on our political interests, ethnicity, work and hobbies.
The general sentiment among tech entrepreneurs at SXSW was that we're experiencing "the beginning of the end" for digital agencies. Brands have started to use startup technology to bring their marketing in-house, thus lessening their reliance on digital agencies, they said.
One entrepreneur and angel investor said digital agencies are starting to suffer a disruption similar to what the music industry experienced in the late '90s. Soon, digital shops will be relegated solely to marketing, just like the once-major record labels, he said. "Clients are certainly smarter these days," Adam Kleinberg, CEO of interactive agency Traction , said.
"But we are experts at being strategic and we're objective. Startups like to have a sense of hubris, but they're point solutions." "The old model was 'How do we scare our clients into using us each year,'" Mr. Bunch said. "What we need to do is work with startups to make the pie bigger rather than fight over the same slice."
Using customized Google Maps, social media like Facebook as well as Vine and Youtube videos, participants needed to "help the Lost Warrior find his way to the Asian Art Museum," the point of which, Hallman said, was to "require that you know where the museum is located." The museum also used guerrilla marketing tactics like posting "lost warrior" flyers on street posts. Hallman added that this was to make people ask, "An art museum with a sense of humor and a savvy social media strategy? They’re supposed to be stodgy and boring."
The museum stresses that it did not ask permission, but the heads-up was smart nonetheless. China suffers from what's known as the "Kung Fu Panda Problem," best described by The New Yorker as "the fact that the most successful film about two of China’s national symbols—Kung Fu and pandas—could only be made by a foreigner because Chinese filmmakers would never try to play with such solemn subjects." The fact that China playfully went along this time is hopefully a sign of loosening up.
The access Weibo grants to unfiltered information (if you check it fast enough) from across the country instantly has already changed Chinese society, forcing both companies and governments to be more transparent, more responsive, and more willing to interact with the people they affect. Obviously, Weibo hasn’t transformed China into a representative democracy or anything, and there are plenty of problems with the service itself (starting with its draconian censorship practices, though they’re often circumventable). But even so, I think Chinese society is better off with Weibo than without it.
That’s why Weibo’s fight with WeChat is so crucial. WeChat is a totally different service with a very different focus, but the more time users spend on WeChat, the less they’re spending on Weibo. And while chatting with your friends and following celebrities is fun, the service just isn’t designed for the swift passing-along of information the way that weibo is.
An alarming finding in the study is that people most likely to multitask are least equipped to handle it. “People who engage in multitasking often do so not because they have the ability, but because they are less able to block out distractions and focus on a singular task,” the report said. People often talk on a cell phone while driving because they are bored and seek the stimulation while driving.
The study concludes that cell phone use while driving “correlated significantly with sensation-seeking, indicating some people multitask because it is more stimulating, interesting and challenging, and less boring — even if it may hurt their overall performance,” the report said.
Whether a multi-tasking all-star, or multi-tasking challenged, note that even the most talented individuals need to put their full attention to the most important part of their to-do list. This includes driving safely, but also includes those functions you perform on a daily basis which are difficult and, if not performed with your full, undivided attention, become a symbol of a sloppy brand.
Released in October, Pines is the third full-length release from Alison Sudol, the artist behind A Fine Frenzy. The album is a fable about a pining tree who is given the unheard-of chance to make a life of her own choosing. Thirteen new songs comprise the musical part of the package, but the story is further realized in a companion book and short film. Produced by TakePart, the 12-minute animated film integrates hand-cut sets, puppets, stop motion, physical effects, and layered glass.
With a new video directed by Kung Fu Panda helmer John Stevenson, the polar bears are back as the stars of a longer-form narrative. The six-minute short follows the bear family as they encounter some puffins and learn about leadership. Each member of the family also establishes more of a personality, which will likely come into play as the film will reportedly be broken down into commercials. The video was created by CAA Marketing, and produced by Ridley Scott, and his late brother, the director Tony Scott, who passed away last summer.
- On average, women get more re-pins than men- People with more followers get more re-pins- Posts with more comments and likes get more re-pins- Higher frequency of posts correlated with lower number of re-pins
According to Microsoft Advertising, which conducted the study with Flamingo Research and Ipsos OTX, “spider-webbing” is curiosity-driven, whereby consumers look for information that can enhance their primary screen experience. This desire for deeper content engagement presents marketers with an opportunity to distribute content that meets consumer needs.
Less common, but still significant, is “quantum” behavior (46%), in which consumers start an activity on one device and continue it on another. This type of behavior is generally begun at work or while on-the-go, and is driven by a desire for efficiency.
Finally, 39% of multi-screen consumers engage in “social spider-webbing,” in which consumers share and connect with others as their other device activity, such as by social networking while watching TV.
In October last year, Google removed Reader's own link-sharing system and replaced it with a Google+ 'like' button - a statement of intent that was very easy to follow. But those core Reader users are worth more to Google than any random million Google+ posters.
They are the journalists, the producers, the specialist communicators, who need to absorb hundreds and thousands of the web's primary sources a day - and then share and act on the best. A radio programme maker told me that "it's a disaster. I completely rely on Reader so much for research, finding experts, and stayng current on the facts that rarely make it safely into the mass of the media."
Respondents were more likely to report strong growth in their use of quantitative rather than qualitative methods (10% vs. 8%), and less likely to report a decline (12% vs. 17%). Areas seeing the most amount of growth, though, were social media research (64% reporting some degree of growth) and market research online communities (59%).
Want to get going on LOCALIZASIAN of your product or service? If you’re an Asian brand, remember:
-Tailor your products and services for (sub-)populations
- Celebrate regional culture by re-shaping or integrating their products into established traditions or practice
- LOCALIZASIAN can be also as simple as tweaking an existing product or service (especially one that strongly appeals to Asian consumer desires) to cater to a new group of Asian consumers. Witness how WeChat have successfully expanded across the region by adding local language options to their already strongly ‘regionalized’ offering.
Don’t ignore LOCALIZASIAN. Remember: many of the Asian brands doing an expert job of LOCALIZASIAN will succeed, grow and beat out the competition in their local markets. So keep an eye on them: how long will it be before they start competing in your neighborhood, too?
"When deciding whether or not to follow a virtual stranger, we found Twitter users seek out well-written over poorly written content," says Hutto. "People rely on linguistic cues like spelling and vocabulary to compensate for the lack of traditional contextual cues available in face-to-face settings."
What happens after the Singularity? A collaboration with futurist, filmmaker and techno-optimist Jason Silva. www.thisisjasonsilva.com
As part of its No Noise initiative, Selfridges is introducing a range of debranded products.
The retailer says it has tried to work with brands which are recognisable even with the logos removed for the initiative, and companies from Marmite and Heinz to Levi’s and Crème de la Mer have all created special debranded products to go in-store.