Make it EASY for people to show their competence, smartness, curiosity, generosity, warmth, intelligence, humor, engagement, excitement – in short who they want to be percieved as – to friends and the rest of the world. Give people both digital and physical rewards for their efforts – making them look even better. Build in game mechanics (sorry, but it works.) Make it fun? Sure, but better, make people feel good about themselves. And help them to do it so that it´s not coming on as bragging.
Facilitate what´s happening in the market based on your activation initiatives eloquently and exquisitely.
How about a travel company making gogobot.com – awesome for building trust to your company. Throw in some opportunities for people to show off where they are going BEFORE travelling more than asking for just tips, and also WHEN on location. Afterwords, sure – but tend to be last minute news...
What if a TV Company made mombo.com (your profile where movies recommended for you and friends tweets is the most interesting feature) intergrated with Facebook - making TV social again. Ongoing projects. 365 days a year. Kickstart and help people to after rationalize with campaigns. RE Greg Lindsay´s quote:
“Time spent with computers has tripled over the past decade among kids age 8 to 18. The bulk of this group's time is spent on social media, followed by games, video sites and instant messaging. The average kid packs a total of 10 hours and 45 minutes worth of media content into a daily seven and a half hours of media exposure. Just think how this group will consume media in 10 years when they enter the work world and start consuming in earnest.”
Just think how they will COMMUNICATE and ACTIVATE each other more. People love to talk, being seen and not least to belong. What and how will you as a brand be part enabling this better? That´s the question.