Resonance

Purpose-tied in marketing. As mentioned before. Go.
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http://blog.nielsen.com/nielsenwire/consumer/the-global-socially-conscious-consumer

I want more.  

Like us, Follow us, + us, watch our Youtube video, Klout it, Pin it, AR this, QR that, retweet etc. Every brand is now more or less on social media. But I don´t get why 90% of them are. And what do they need likes and followers for? And more importantly why should we like or follow them?  

Watching TV, commercial break. 90% of TV commercials either talk about how insanly great the product is, or try to be funny.  Why should I buy your product? Because you make a boring sit-com in 30 sec? Because your roll-on is 12% bigger than your competitors?

People are not interested in brands. Only a few loyal fans are. And key for growth is getting more people to buy  - and buy more. Alas you need to communicate to people who are not really interested in your brand. Who really do not care about what nice things you can say about yourself be it on mass-  or social media.  

So why focus on building more and more Facebook likes and Twitter followers. Why create another TV commercial that focus on product feats or being a little bit more funnier than the others.

Why not try to instead focus on helping me with what I´m most interested in?

No, it´s not only about usefulness. It´s not only about creating digital solutions that help i.e runners to get better at running or airline passengers to book a seat next to a stranger based on similar interest through LinkedIn or Facebook. This is meaningful stuff. But I want more.

I want serendipity. I want stuff I didn´t know I wanted. I want to be amazed. I want to entertain. I want to click on cows. I want beauty. I want help. I want to help. I want to get to know new people. I want to strengthen my realtionships. I want to be someone. I want to belong.

Help me with this and you will resonate. You will create social currency. I will talk about you both on- and offline. I will talk to you. I will join you.

It´s not about advertising in massmedia or activating in social media. It´s not about mobile or tablets. It´s about why we are in the market. And what role those tools can play in making the life of the consumers better.

Maybe we should be in the business of helping people to listen to what their heart is saying they really want and help them with pursuing this. To be bold, find a purpose and lead together with the market.  Instead of creating irrelevant noise/tactical disguised participation/narcissistic introvert interactive/ psychopathic look at me rubbish marketing aimed at the self-interested individuals/sheeps in hope it will spread like the bird flue.    

For behavior to be contagious , it has to operate within a trusted network. Where you can only be invited in. It is the rest of us that will either adapt or reject what we encounter that really matters in the spread and ideas through populations. And the rest of us is 3 billion new participants in the media landscape.

To create a mass reaction. To earn a big share of popular culture.  To be talked about. Which is crucial for gaining market share. You need to do two things.

1. Give people something to do and someone to do it with. Activate! (social media, events etc)
2. Tell people what you do and with whom.  Advertise! (TV, digital, in-store etc)
   

But what´s most important is creative passion. The tools for conversations/stories, activation, is social media and advertising formats. But the criteria for success is what´s being made. It needs to be meaningful enough to become a social currency. So it needs to be based on what people are driven by.

Find a meaningful purpose. An ideal. Act on it internally. Start empower people by activating - and growth will follow.  

Momentus Media analyzed 8 Facebook apps .

Comparing CTR
CTR (click through rate) shows how often people click on stories they see in feeds, so the calcuation is CTR = Clicks/Impressions. We see an average click rate of 0.03% for Ticker and 2.94% for Newsfeed.


Comparing Total Referral Traffic
We then analyzed how much traffic was sent from Newsfeed and Ticker. We totalled up all the Story Clicks for all apps. During the 30 day period, Ticker gave 562 clicks and Newsfeed gave 64,017. Newsfeed is sending 114x more traffic than Ticker.

Notes
The apps we analyzed are not Open Graph enabled, so the only ticker stories they create are “App Used” stories, like this

Stories like “Chris read Lindsay Lohan arrested!” could receive higher click rates. Additionally, “App Used” stories will only appear in the “Apps Ticker” which is shown while users are in the App Canvas. Open Graph created stories would appear on Facebook.com. Once we have an app with significant Open Graph stories created, we’ll do an analysis on this too.

Source: https://twitter.com/#!/Momentus_Med

And almost 2/3 of consumers are now downloading apps.

64% of 18-34 owns smartphone
46% of 35-55+

32% said they had stopped or almost stopped rentimg or buying DVD´s

64% download apps (out of these 49% have dowloaded apps at least once a week the past month)
Types of Apps used:
70 % Information (news, sports, weather)
60% Networking
58% Entertainment (music, games, videos)
55% Navigation

What do people do: Se image below.

If you can´t be a platform creator, become an experience creator.

Find the intersection of:
–    The next most immediate thing people want
–    The next most immediate thing you can provide

What is the next thing people trying to .....  need?

You’ll know you’re headed for digital disruption when you
- Build a digital bridge to your consumer
- Measure early, measure often
- Fail frequently, fail cheaply
- Partner promiscuously

Taken from the report: http://mcquivey.org/McQCES2012share.pdf

PS.  I dont think so. Changing our brains, yes. But not ruining.

Thanx Karim Temsamani, VP Mobile ads @ google for his post.

- 79% of smartphone consumers use their phones to help with shopping, from comparing prices, to finding more product info, to locating   a retailer.
- 70% use their smartphones while in a store.
- 77% have contacted a business via mobile, with 61% calling and 59% visiting the local business.

> The mainstream consumer got mobilized in 2011.

-  44% of all searches for last minute gifts and store locator terms are projected to come from mobile devices this holiday season.

- Tablets are a third screen to be reckoned with for marketers - we saw a 440% growth in traffic from tablets in November 2011 compared to December 2010 on the AdMob network.

- Smartphones and tablets aren’t small desktop computers - they’re new devices being used in entirely new ways.

- Businesses start (actually) thinking mobile first

Study researcher Kevin Lewis of Harvard University told Live Science: 'Part of liking these [indie/alternative] bands is not just liking them, but liking them before everyone else likes them/ The students feel like, "this sets me apart from others, and if someone else starts liking this band, it make me less unique."'

He continued: 'In the past three years we've been pounded over the head with the idea that everything spreads and everything is contagious, and your peers can influence you in so many ways.'

'Students who share some tastes in music and in movies are indeed more likely to become friends, but it's very rarely the case that students adopt the preferences of their friends,' he explained.

> People love to champion greatness. That´s why culture is driven by creativity. That´s why you need to activate the market: http://www.slideshare.net/joakimnilsen/the-marketing-revolution-caused-by-3000000000-people

Thnx to @janbarstad
Read more: http://www.dailymail.co.uk/news/article-2076405/Harvard-study-shows-Facebook-friends-dont-influence-taste.html#ixzz1h45MvMNr