INNOVATION DILUTED
Got innovation? Just about every company says it does.Like the once ubiquitous buzzwords “synergy” and “optimization,” innovation is in danger of becoming a cliché—if it isn’t one already.
- Leslie Kwoh
Source 
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- richgirlpoorboy
Tweetfuel gives Twitter activity a physical presence.
Harnessing the tech form the Nike+ Fuelband to apply metrics to your Twitter activity and inspire ‘healthier’ tweets
Volkswagen striving to co create the development of a revolutionary new vehicle for the Chinese community. Slightly more ambitious than Citroen’s attempt in the UK that was made up of a FB app with a selection of options to choose from. http://www.marketingweek.co.uk/news/citroen-to-crowdsource-design/4001002.article
Crowdfunded bridge will be only as long as citizens are willing to pay for
There are few better indicators of consumers’ interest in a given initiative than the extent to which they’re willing to help pay for it. A new effort in the Netherlands is putting that principle to work for a new pedestrian bridge by building only as much bridge as citizens are willing to help fund. READ MORE…
Source springwise
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- cocreationnews
Web traffic from tablet computers is growing 10 times faster than smartphone traffic (via Adobe: Web Traffic From Tablets Growing Faster Than Smartphones)
Source thenextweb.com
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- thenextweb
Marketing magazine has today published an article reporting on a presentation given by the vice-president of digital sports at Nike. It supports some of the points raised in my previous blog.
The highlights for me were…
“A whole industry is stuck on trying to force old metrics on to new channels”
“once you have established a direct relationship with a consumer, you don’t need to advertise to them”
re-iterating points that the value in social media lies in establishing a relationship with consumers rather than trying to force behaviour on them which is more easily measured. Meanwhile the frustrating fact remains that so many still place the main or only value for social on measuring buzz (without any analysis or understanding), generating ‘Likes’ or re-tweets and worse still creating the next viral campaign!!
A recent article published by Wired.com reported on a presentation at Wired’s disruptive by design conference by the CEO of PR firm Attention. While being a highly insightful and interesting piece and I’m sure an excellent presentation there was a couple of points which didn’t sit too well with my understanding of social.
4. Brand matters more: Social media is actually largely dilutive of brand. When we share a brand to our friends, it’s our brand- people matters more than a corporate brand. Your brand is nine times more important than the opinion of a stranger. Brands see erosion if they don’t adhere to this. Brands need to create a one-to-one relationship with everyone in the world.
5. The primary benefit of social media is buzz. Houghland argued that social media transformed the traditional marketing loop. A link has become the most dominant form of digital word of mouth. We need to make relationships to grow the loop.
Brand’s are a socially constructed entity whose value lies in the culture of the consumers. That’s not to say that either brand or consumer should be viewed as either more or less valuable, rather as one of the same.
While I agree that brands need to form what may be referred to as a one-to-one relationship with its customers, I don’t think that viewing them primarily as a component in a loop through which buzz can be passed is an ideal starting point. Or that the primary benefit of social media is buzz, I think the point of the relationship building was closer to the mark.
Found this interesting article outlining the developments of hipster culture over the decades that I thought was worth sharing
“if you see a crowd of people all put up their umbrellas at the same time, you don’t assume that social influence is responsible”
Max Weber
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- locobunny
