walk on: exploring the digital experience

Social Media in Your Flavor

Lee Lefever of CommonCraft has put together another excellent video to explain something that can be complicated and confusing. Below is an excellent video that explains social media in a context that I can totally understand...ice cream.

I appreciate how they show the value to the individual as well as the company. The use of social media by brands doesn't need to be complex and overwhelming. Give people the tools and the opportunity and they will interact with you and their brand if they are motivated to do so.

CommonCrafts product is explanation. They use video and paper to make complex ideas easy to understand. The paperworks format sets a visual stage that supports the simple explanation. You're not distracted by special effects and fancy transitions. You can focus your attention on what they're trying to explain.

For those curious about social media or looking for a way to explain it to your brand friends, enjoy the show and check out more from CommonCraft.

Technorati Tags: Jamey Shiels,Lee Lefever,CommonCraft,Social Media,Branding

Leading with Insight

Matthew Milan at Critical Mass posted a very interesting presentation to slideshare call Leading with Insight. It is a thought provoking look on how critical it is to be insightful and use it as means to inspire and lead. The presentation gives clear instructions on how approach things in a manner that is thoughtful and creative. Can you and your brand use insight as a guiding principal to identify solutions and provide solutions that are truly amazing?

I would have liked to be in the room when this presentation was delivered. 

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Technorati Tags: Jamey Shiels,Leading with Insight,Matthwe Milan,Critical Mass

Social Media Takeaways from Avenue A Razorfish

Shiv Singh of Avenue A/Razorfish hosted a client summit this past week and posted seven key takeaways related to social media. They are great highlights that can be considered within all the conversations digital agencies have with their clients who are exploring the social media space. I've outlined the seven below. The details are over at the GOING SOCIAL NOW and I encourage you to read his synopsis of each.

1. Social Media has gone mainstream and there's no doubt about it.

2. User Generated Content enhances a company's reputation.

3. We're still just beginning to understand user behavior.

4. Social Media is not just in the browser.

5. Internal Social Media can be taken outside.

6. Its all about integrated marketing across platforms and devices. 

7. Social Media can be used to target brand new audiences.

Technorati Tags: Jamey Shiels,Shiv Sing,Avenue A Razorfish,Social Media

Starbucks and Social Media

Starbucks has opened the door to the community. They have taken their first step into the social media space and have invited the community to share at My Starbucks Idea. The site creates an opportunity for fans to share, vote and comment on ideas to improve and benefit the company.

The foray into the social media space is similar to the Dell's approach of engaging the community. This followed the Dell Hell experience and has actually resulted in products being delivered based on customer requests.

The key to watch is how aggressively Starbucks supports the site and participates in the conversation to keep the community engaged. Another critical item will be what they do with the information that users provide.

For additional information and thoughts on this item check the seed of conversation that Jeremiah has planted for things to watch as this unfolds. John Moore at Brand Autopsy has a very detailed write up on Starbucks efforts to create change and engage the community.

I guess we'll have to wait and see. Maybe a cup of coffee while we wait?  

Technorati Tags: Beneath the Brand,Jamey Shiels,Starbucks,Social Media

Social Media/Online Communities

I've been swamped of late and have had very little time to write outside of work. One of the projects I'm working on right now is related to online communities and how to encourage activity, engagement and growth. There has been a lot of conversation online about social media/online communities and how brands should go down this road, if at all.

The interesting insight I've gathered is that social media/communities require brands to let go. Valeria has an interesting post on why it's difficult for Corporations to play in the social media game. Her conclusion is that so many people have to touch a corporate communications piece that it lacks a critical component: voice and opinion. What makes a community successful is that they own the space and can express their true and honest opinions.

That being said, I think if the right person, and corporation, come together and clearly look to establish an environment that fosters social media, interesting things can happen. Jeremiah Owyang of Forresters, has laid down plenty of material for getting the right social media manager on board and driving the program.

The business climate is ripe for innovation and reaching out using social media. The economic downturn will foster creative interactions as well as innovative solutions to problems. Things are not safe right now so there is nothing to lose by experimenting. That includes individuals and corporations.

I'm looking forward to experimenting, how about you?

 

Technorati Tags: Social Media,Jamey Shiels,Online Communities,New Marketing Concepts,Innovation

Join The Conversation

I'm about to dive into Joe Jaffe's new book Join the Conversation. I'm participating in Jaffe's concept to Use New Media to Prove New Media (UNM2PNM). As part of the program, I received a free copy of the book in return for my open and honest review of the content. A fair offer from an author that is willing to experiment with his own product and brand to prove a point...and generate conversation. 

I've skimmed the table of contents and am looking forward to the read. Flipping through the pages, I'm encouraged to see what appears to be case studies, applicable examples and materials that can be taken and put into action. The idea of a business book that provides information and tools that can be put to use is intriguing.

So between work, kids, home projects and all other things related to life, I'm going to try to knock this out and provide my review of the book.

 

Technorati Tags: Jamey Shiels,Joe Jaffe,Join the Conversation,Digital Marketing

The New Generation of Board Games

I think I played Zooreka from Cranium six times this weekend with my kid. It's a game where you work your way around the board to collect, food, shelter and animals to build your own zoo. The game is fun with intuitive gameplay that can be picked up quickly. It moves quickly but keeps you engaged.

If you ask me, Cranium has its 'game' on. They have taken a relatively low growth area, board games, and created a unique position. They are constantly developing games that are based on a creative approach to family interaction. Looking in our entertainment center, I think we have at least six games from the company. I give credit to a brand that looks at a staid industry and decides not to be shaped by what is there but by what they can be. They have established a vision and focused on the development of games that cause people to interact in a new way.

Does your brand have focus? Do your marketing efforts cause people to consider your brand from a new perspective? Does your marketing cause your consumers to interact in new and exciting ways?

We should all take a page out of Cranium's playbook.

Technorati Tags: Jamey Shiels,Cranium,Product Innovation,New Marketing,Consumer Experience,User Experience Design

It's In The Experience.

I've started a new gig at Fullhouse Interactive,

a full on interactive agency. There were two
things that attracted me to the organization. Their promise and their focus

The promise: It's in the Experience.

They've taken the promise and focused it into three areas.

First, it's in the experience our clients have working with us. We're going to be a partner with you. We're going to work to take your Brand to the next level and achieve the goals that have been set before you.

Second, it's in the experience of the end users for the products that we create. We're going to build digital experiences that engage the audience and help them to connect with your brand and participate in a one to one conversation.

Finally, it's in the experience the employees have working at Fullhouse.

I've been on board for about a month. The team and management for that matter, truly care about the clients and the relationships we have with them. We have several clients that have been on board for over ten years. It also translates into the work I've seen. Dramatic, exciting, user driven. Finally, they do care about their employees. The owners of the company are engaged and concerned about the well being of their people and go out of their way to make the effort to prove it.

I'm looking forward to a long tenure with Fullhouse and especially to living the promise: it's in the experience.

Technorati Tags: user experience,employee relationships,relationship management,client relationship management

The Seed

I was speaking with a friend the other day about seeds. The context of the conversation was related to social media and emerging technologies. That's another story though.

The thing that stuck with me was the seed. The idea was reinforced while I watched A Bugs Life with my girls. I also came across a book I read called the Acorn Theory. It kept popping up throughout the week.

Take a look at the oak or maple or other stately tree that may dot your landscape. Now picture a seed. All of the components for a tree are held in the confines of that seed.The plans for the roots, trunk, branches, leaves; all outlined within the materials in the seed. Ultimately, the destiny of that tree is ready and waiting, laid out in the components that reside in the seed. 

All the components for the tree are there, but we must also consider the external factors that influence how the tree grows and develops. As the tree launches out from the seed, it will be shaped by climate, wind, water and the soil it rests in. Now, all these things will impact the development of the tree, but ultimately, in the end, the parts for the tree are already there. Its destiny is defined.

Where's he going with this is probably the next question. Think of the seed when you work with your clients and begin to define the goals and results they would like to achieve for their next communications campaigns. You have the opportunity to plan for all of the needs people will have for the product. Consider the user experience, the actions we want people to take, the emotions we want to invoke and from there, you can package all the necessary components into your social media and digital marketing initiatives.

There will be external factors that influence the destiny of your campaign. You can't control the weather or other things that influence the adoption or spread of ideas but you can provide the tools and resources that people will need to connect with the brand, experience it and share it.

So, as you consider your next project, strategy or marketing program. Will you start with the seed? 

Experience Links

Karl Long has a great post that links to a slideshow Peter Merholz of Adaptive Path has just posted a presentation on the topic “The Experience Is The Product

 

David Armano has posted a great widget with video highlights from the recent Forrester's Conference. Great content.

 

Scott Weisbrod has a nice piece at Experience Matters on developing client relationships. Critical to our business.

 

Tangerine Toad has an insightful bit on the digital revolution.

 

 

Technorati Tags: digital experience , digital media , interactive marketing , user experience design , creative thinking , client relationship management