Daemon Digital is helping to promote the Warner Home Video Blu-ray, DVD and On Demand release of the hit film, The Hangover. The campaign, which launched at the start of November, employs a highly targeted social media strategy to encourage people to interact with the film and its characters and ignite interest in the home release of one of the year’s most popular comedies.
A competition to win an all expenses paid trip to Las Vegas will be the centrepiece of the campaign; however Daemon recommended a supporting strategy which would drive a high number of entrants as well as importantly encouraging entrants to engage with the storyline of the film and therefore start conversations with the brand.
Entrants to the competition are invited to upload their funniest party photo to a dedicated page on Facebook – in creative costumes, striking poses and pulling faces that could only be captured in a split second; essentially doing things that make others laugh out loud, a la The Hangover!
The specific promotion of the campaign involves seeding invitational content through social media networks such as Twitter and Facebook news feeds, as well as creating a dedicated Facebook page with backgrounds and avatars in the style of the film and its characters.
The campaign results will be judged using traditional traffic based statistics together with an evaluation of the quality of conversations and interactions generated. Thus far, three weeks into the promotion, the Facebook page has over 11,200 fans.
You can enter the competition by visiting: www.facebook.com/hangovermovie
Showing posts with label digital strategy. Show all posts
Showing posts with label digital strategy. Show all posts
Friday, November 20, 2009
Tuesday, August 25, 2009
Has momentum for change become unstoppable?
Tipping points, according to Wikipedia are "the levels at which the momentum for change becomes unstoppable". Are we far away when it comes to business use of social media platforms? Or more directly when will the business risk of engaging with social media outweigh the perceived risk it represents?
When not taking a risk is actually taking a bigger risk, according to @murnahan, is ‘when your competition does it sooner and better than you’. So could it be that a basic human emotion is the key driver for many organisations? Is it a balance of fear of lost opportunity against the fear of sustained web attack or more succinctly the fear of losing control of the message?
Many organisations, and indeed communications professionals cite losing control of the message as a key reason to avoid social media as a channel to market. But surely this implies control of the message to begin with? If social media channels are an extension of word of mouth then organisations’ have never really had control, it’s just that the reach of those conversations was more limited. Sure, a badly handled guitar or the (alleged) mold in your apartment weren’t discussed on millions of screens, but even now they are, the issue isn’t message control but lack of engagement and dialogue.
It’s not the message that is uncontrolled it is the channel, and that’s what scares business.
Managing reputation and creating relationships with customers are key drivers for every business. Creating engagement with a customer or entering into a dialogue with them in any other medium would be seen as a positive influencing factor likely to elicit repeat business. But in social media it is risky?
If tipping points are those at which the momentum for change becomes unstoppable, surely we are approaching that point at some speed. To actively manage social media channels each business must evaluate its own tolerance for risk and at the very least they should be actively evaluating that tolerance rather than hoping that the societal impact of social media will diminish.
That really would be risky.
When not taking a risk is actually taking a bigger risk, according to @murnahan, is ‘when your competition does it sooner and better than you’. So could it be that a basic human emotion is the key driver for many organisations? Is it a balance of fear of lost opportunity against the fear of sustained web attack or more succinctly the fear of losing control of the message?
Many organisations, and indeed communications professionals cite losing control of the message as a key reason to avoid social media as a channel to market. But surely this implies control of the message to begin with? If social media channels are an extension of word of mouth then organisations’ have never really had control, it’s just that the reach of those conversations was more limited. Sure, a badly handled guitar or the (alleged) mold in your apartment weren’t discussed on millions of screens, but even now they are, the issue isn’t message control but lack of engagement and dialogue.
It’s not the message that is uncontrolled it is the channel, and that’s what scares business.
Managing reputation and creating relationships with customers are key drivers for every business. Creating engagement with a customer or entering into a dialogue with them in any other medium would be seen as a positive influencing factor likely to elicit repeat business. But in social media it is risky?
If tipping points are those at which the momentum for change becomes unstoppable, surely we are approaching that point at some speed. To actively manage social media channels each business must evaluate its own tolerance for risk and at the very least they should be actively evaluating that tolerance rather than hoping that the societal impact of social media will diminish.
That really would be risky.
Wednesday, August 5, 2009
Look after the sense and the pounds will look after themselves
In her ‘Stuff and Junk’ blog (http://tinyurl.com/nlmkad) Mandi Bateson, writing as mab397 highlighted the following oversight in a recent eDM she received from travel.com.au. Can you spot the not so deliberate mistake below:
Did you spot anything missing?
The destinations for these great deals perhaps?
$435 is a great price for a flight to some places but not if it’s to Brisbane! For the record, the cheapest flights in all of these offers were not for the airlines’ “hometown” and it took at least four clicks from the eDM to find a destination matching these fares.
As Mandi so ably points out, are we so quick to overcomplicate our campaigns that we miss the very, very basics?
Did you spot anything missing?The destinations for these great deals perhaps?
$435 is a great price for a flight to some places but not if it’s to Brisbane! For the record, the cheapest flights in all of these offers were not for the airlines’ “hometown” and it took at least four clicks from the eDM to find a destination matching these fares.
As Mandi so ably points out, are we so quick to overcomplicate our campaigns that we miss the very, very basics?
Tuesday, July 28, 2009
3 seconds is all you get
It used to be, according to the traditional rule of thumb, you could divide newspaper readers into three distinct groups based on how they read each page. This rule of thumb was called the 30:3:30 rule and was based on the theory that people read each page of a newspaper in 30 seconds, three minutes or 30 minutes.
The theory followed that in 30 seconds all you could read on each page would be the headlines, that in three minutes you would read both the headlines and the first paragraph of each piece and that finally, in 30 minutes, you could read every word in every story on the page.
Now, with internet penetration levels at their current highs and with wall to wall access to broadcast media; newspapers do not break news anymore. They can report it and they can add significantly more analysis and editorial than their broadcast competitors – but in simple terms the old rule of thumb doesn’t hold up so well anymore for print media, so how well does it apply to our uptake and use of social media?
The first problem with a rule which has 30 seconds as it’s lowest time parameter is that in social media, 30 seconds is a long time. Consider Twitter for example where 30 seconds to read a tweet is a lifetime. In 30 seconds you could conceivably have read a post, retweeted it and moved on to check the footie scores.
So, for social media there’s a new rule: the 3:30:3 principle or that someone will spend three seconds reading a tweet; 30 seconds reading a blog post; or finally and as a maximum say three minutes following a link, responding to a post or starting a conversation.
In its simplest form, this principle promotes that you have to use language that will capture someone’s imagination in three seconds, encouraging them to want to know more, follow you, digg you, join as a fan or even simply entertain.
There are apparently more new words added to the English language each year than existed when Shakespeare was alive and with only three seconds to make a lasting impact we may well need to keep creating them.
The theory followed that in 30 seconds all you could read on each page would be the headlines, that in three minutes you would read both the headlines and the first paragraph of each piece and that finally, in 30 minutes, you could read every word in every story on the page.
Now, with internet penetration levels at their current highs and with wall to wall access to broadcast media; newspapers do not break news anymore. They can report it and they can add significantly more analysis and editorial than their broadcast competitors – but in simple terms the old rule of thumb doesn’t hold up so well anymore for print media, so how well does it apply to our uptake and use of social media?
The first problem with a rule which has 30 seconds as it’s lowest time parameter is that in social media, 30 seconds is a long time. Consider Twitter for example where 30 seconds to read a tweet is a lifetime. In 30 seconds you could conceivably have read a post, retweeted it and moved on to check the footie scores.
So, for social media there’s a new rule: the 3:30:3 principle or that someone will spend three seconds reading a tweet; 30 seconds reading a blog post; or finally and as a maximum say three minutes following a link, responding to a post or starting a conversation.
In its simplest form, this principle promotes that you have to use language that will capture someone’s imagination in three seconds, encouraging them to want to know more, follow you, digg you, join as a fan or even simply entertain.
There are apparently more new words added to the English language each year than existed when Shakespeare was alive and with only three seconds to make a lasting impact we may well need to keep creating them.
Monday, July 13, 2009
Risk and Reward
“Perhaps you are just warming up to the idea that this “new” media is where things are going. The fear of jumping in is really pretty normal. After all, it is hard to believe in something after you have watched all the things you always knew about business and economy suddenly change. So what will make all of this feel better and help it all make sense? The answer is this: If your competition does it sooner and better than you, the cost of lost opportunity will be greater than any other potential risk.”
So writes Mark Aaron Murnahan in his piece The Social Media Marketing Dilemma a simple but undeniably accurate view of many organisations’ position with regards Social Media.
There is a tipping point, when the risk of engaging with Social Media will outweigh the perceived risk it represents and surely we are rapidly approaching that point.
So writes Mark Aaron Murnahan in his piece The Social Media Marketing Dilemma a simple but undeniably accurate view of many organisations’ position with regards Social Media.
There is a tipping point, when the risk of engaging with Social Media will outweigh the perceived risk it represents and surely we are rapidly approaching that point.
Monday, June 22, 2009
The best offence is a good defence
So you know what you want to achieve with Social Media. You’ve drafted your strategy document and you’re ready to press the go button. So what next, how do you actually engage with an audience using Social Media? It sounds great and you’re sure it’s exactly what your organisation needs, but how do you actually get it done?
If you want to engage your audience in a conversation and start relationships through the use of Social Media, you have to do the hard yards first and build a credible, defensible reputation in the space on which to build more targeted message based campaigns.
In simple terms, building the credibility of your organisation, or your products or services is easiest done by getting your hands dirty. You don’t have to start and or write your own blog (although you could), but you should comment on others where your comments add value or demonstrate expertise.
If you see a value in micro blogging, don’t ignore replies you receive and actively search out questions that you can answer. Search through existing content, on for example, You Tube or Flickr and add commentary or thoughts that substantiate your proposition.
Join social networks in Facebook, My Space or Bebo as appropriate and create an active profile by engaging with your fellow members or fans. And most of all, represent your organisation, product or service honestly, openly and realistically to enhance your reputation.
If you want to engage your audience in a conversation and start relationships through the use of Social Media, you have to do the hard yards first and build a credible, defensible reputation in the space on which to build more targeted message based campaigns.
In simple terms, building the credibility of your organisation, or your products or services is easiest done by getting your hands dirty. You don’t have to start and or write your own blog (although you could), but you should comment on others where your comments add value or demonstrate expertise.
If you see a value in micro blogging, don’t ignore replies you receive and actively search out questions that you can answer. Search through existing content, on for example, You Tube or Flickr and add commentary or thoughts that substantiate your proposition.
Join social networks in Facebook, My Space or Bebo as appropriate and create an active profile by engaging with your fellow members or fans. And most of all, represent your organisation, product or service honestly, openly and realistically to enhance your reputation.
Thursday, March 12, 2009
Free New Media seminar, Canberra, Australia
Is social media and social networking just another fad or does it hold real potential for Australian organisations? At our free lunch seminar, Daemon Digital will outline the development of social media and its impact upon our use of the web before going on to discuss:
Why organisations should take social media seriously; how can you start conversations through social media; the benefits of starting these conversations; and what could happen if you don’t!
We will be holding a seminar in Canberra at Hotel Realm, 18 National Circuit, Barton, commencing at Noon and finishing by 13:30 on 2 April 2009.
To reserve your place at this free seminar, please send an email to enquiries@daemongroup.com
Why organisations should take social media seriously; how can you start conversations through social media; the benefits of starting these conversations; and what could happen if you don’t!
We will be holding a seminar in Canberra at Hotel Realm, 18 National Circuit, Barton, commencing at Noon and finishing by 13:30 on 2 April 2009.
To reserve your place at this free seminar, please send an email to enquiries@daemongroup.com
Tuesday, March 3, 2009
Undergraduate social networking
8 out of 10 Australian undergraduates are using the web for social networking, almost twice the number who go online to game (42%), according to a new study by Daemon Digital.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Sunday, January 18, 2009
Political networking
In April 2008, Daemon Digital authored a white paper entitled “Web 2.0: Friend, Foe or just Fad?” which quoted the then race for the Democratic Nomination as an example of the widespread use of social networking in the political arena.
On the eve of an historic inauguration, we thought we’d review our prediction at the time, which was as follows:
“…based on the You Tube channel You Choose ’08, in addition to playlists and Issues education specific channels for the Republican Nominee John McCain and the two remaining candidates in the race for the Democratic Nomination Barak Obama and Hilary Clinton, if the number of channel subscribers and associated uploaded videos is reflected in the US General Election then Barak Obama will sweep the Nomination and the Presidency.”
At that time, President Obama had 44,198 subscribers to Hilary Clinton’s 12,610 and John McCain’s 4,164.
Whilst Daemon Digital makes no claim to prescience, the Obama campaign's use of online social networking was impressive and far better thought out and implemented than either McCain’s or Clinton’s.
On the eve of an historic inauguration, we thought we’d review our prediction at the time, which was as follows:
“…based on the You Tube channel You Choose ’08, in addition to playlists and Issues education specific channels for the Republican Nominee John McCain and the two remaining candidates in the race for the Democratic Nomination Barak Obama and Hilary Clinton, if the number of channel subscribers and associated uploaded videos is reflected in the US General Election then Barak Obama will sweep the Nomination and the Presidency.”
At that time, President Obama had 44,198 subscribers to Hilary Clinton’s 12,610 and John McCain’s 4,164.
Whilst Daemon Digital makes no claim to prescience, the Obama campaign's use of online social networking was impressive and far better thought out and implemented than either McCain’s or Clinton’s.
Thursday, January 15, 2009
Seven Point Plan
The following outlines a seven point plan which Daemon Digital recommends to any organisation as a starting point to managing their reputation in the digital media:
1. Find out where you stand
What’s being said about your organisation online and by whom? 270,000 users mention Coke in their Facebook profiles and 617,000 have joined groups dedicated to Ugg Boots. 1 in 5 Australian internet users have a Facebook profile and that’s just one social networking site. You cannot manage your organisations’ reputation if you don’t know what’s being said about you.
2. Know your audience
Is your primary audience online and active? Know your audience and understand their current online habits as well as basic demography like age, geography and profession, for example, and then go to them.
3. Trust your people
You cannot harness the participative web if you are not using it internally. You cannot expect your own people to champion the cause if it is new and alien to them. Practice what you preach and encourage your people to blog, share, wiki and network. Trust them to add value to your brand and to your organisation.
4. Get involved and stay engaged
Being actively involved in managing your message and managing your organisation’s reputation using the tools on the participative web can be invaluable to any organisation. Look at the potential and then if you consider it appropriate, get involved and stay engaged.
5. Keep it real
Don’t try and fake it, you will get caught out. Yes, communicate your messages and manage your own agenda, but do it honestly and do it openly.6. Get to the pointYou don’t own the space, make your point move on and let someone else have their turn. Also speak using language that your audience relates to and understands, don’t use technical language or jargon if it doesn’t add value to your point.
7. Measure what you are achieving
If you can’t measure it, you can’t manage it and just because it’s new doesn’t mean it should not fall under the same maxim as all of the other communications techniques your organisation employs.
1. Find out where you stand
What’s being said about your organisation online and by whom? 270,000 users mention Coke in their Facebook profiles and 617,000 have joined groups dedicated to Ugg Boots. 1 in 5 Australian internet users have a Facebook profile and that’s just one social networking site. You cannot manage your organisations’ reputation if you don’t know what’s being said about you.
2. Know your audience
Is your primary audience online and active? Know your audience and understand their current online habits as well as basic demography like age, geography and profession, for example, and then go to them.
3. Trust your people
You cannot harness the participative web if you are not using it internally. You cannot expect your own people to champion the cause if it is new and alien to them. Practice what you preach and encourage your people to blog, share, wiki and network. Trust them to add value to your brand and to your organisation.
4. Get involved and stay engaged
Being actively involved in managing your message and managing your organisation’s reputation using the tools on the participative web can be invaluable to any organisation. Look at the potential and then if you consider it appropriate, get involved and stay engaged.
5. Keep it real
Don’t try and fake it, you will get caught out. Yes, communicate your messages and manage your own agenda, but do it honestly and do it openly.6. Get to the pointYou don’t own the space, make your point move on and let someone else have their turn. Also speak using language that your audience relates to and understands, don’t use technical language or jargon if it doesn’t add value to your point.
7. Measure what you are achieving
If you can’t measure it, you can’t manage it and just because it’s new doesn’t mean it should not fall under the same maxim as all of the other communications techniques your organisation employs.
The participative web
There are within the participative web or web 2.0 a number of phrases that are very quickly becoming mainstream colloquialisms. Interestingly, many of the ‘new’ web 2.0 applications have origins and provenance that stretch back over a decade, for example wiki, or weblog, however, these are still terms that not everyone is comfortable with. On that basis, here is Daemon Digital's short yet sweet glossary:
Blogs
A blog (the term is the abridged version of web log) is effectively a small website, more often than not operated by one individual, which includes regularly updated information and commentary on one issue or on a series of related issues.
Mashups
The term used to describe taking content feeds from more than one source simultaneously and combining the feeds, or mashing them up, to create a new and improved application, for example, the combination of BBC News and Google Maps as a mashup to create News Maps.
Podcasting
A podcast is a digital media file which is designed to be downloaded to portable media players (mp3 players for example) or played through a PC. The term podcasting is in effect an amalgam of ‘ipod’ and ‘broadcasting’ and reflects the market dominance of Apple’s ipod in the mp3 portable market.
RSS
RSS stands for Really Simple Syndication and is a web feed or channel which takes content in an easily transported form from one web site, or a series of websites, and through an RSS Reader enables a user to access content from multiple locations at one time.
Social networking
Effectively the term which has come to mean a web based application which creates a community from like minded individuals, example of which would include My Space or FaceBook.
Widgets
A web widget is in effect a portable piece of code which can be implemented without the need for additional programming or development input inside another web site. One of the most common examples of a web widget is the Google application implemented on many blogs and smaller websites which links Google advertising to content on the site.
Wikis
A wiki is a web site or series of web pages in which all of the content has been created collaboratively by users of the web site. Wikis are therefore effectively community websites, or can be used as a component within a site to create user developed content, for example a wiki glossary of terms. One of the best known examples of a wiki is the website Wikipedia.
Blogs
A blog (the term is the abridged version of web log) is effectively a small website, more often than not operated by one individual, which includes regularly updated information and commentary on one issue or on a series of related issues.
Mashups
The term used to describe taking content feeds from more than one source simultaneously and combining the feeds, or mashing them up, to create a new and improved application, for example, the combination of BBC News and Google Maps as a mashup to create News Maps.
Podcasting
A podcast is a digital media file which is designed to be downloaded to portable media players (mp3 players for example) or played through a PC. The term podcasting is in effect an amalgam of ‘ipod’ and ‘broadcasting’ and reflects the market dominance of Apple’s ipod in the mp3 portable market.
RSS
RSS stands for Really Simple Syndication and is a web feed or channel which takes content in an easily transported form from one web site, or a series of websites, and through an RSS Reader enables a user to access content from multiple locations at one time.
Social networking
Effectively the term which has come to mean a web based application which creates a community from like minded individuals, example of which would include My Space or FaceBook.
Widgets
A web widget is in effect a portable piece of code which can be implemented without the need for additional programming or development input inside another web site. One of the most common examples of a web widget is the Google application implemented on many blogs and smaller websites which links Google advertising to content on the site.
Wikis
A wiki is a web site or series of web pages in which all of the content has been created collaboratively by users of the web site. Wikis are therefore effectively community websites, or can be used as a component within a site to create user developed content, for example a wiki glossary of terms. One of the best known examples of a wiki is the website Wikipedia.
Tuesday, June 10, 2008
SEMINAR: Web 2.0 - Friend, foe or just fad?
Developing your digital communications strategy
FREE breakfast seminar
First came the dot com boom which was followed swiftly by the dot com bust. Now we have the participative web or web 2.0 and social networking – is this just another fad or does it hold real potential for Australian organisations?
At our free breakfast seminar, Daemon Group will outline the development of web 2.0 applications and their impact upon our use of the web before going on to discuss:
To reserve your place at one of these seminars, please reply to this email or call Richard Spencer on 02 9270 5900 today indicating your preferred date.
Please respond by 20 June as spaces are strictly limited and we look forward to seeing you there.
FREE breakfast seminar
First came the dot com boom which was followed swiftly by the dot com bust. Now we have the participative web or web 2.0 and social networking – is this just another fad or does it hold real potential for Australian organisations?
At our free breakfast seminar, Daemon Group will outline the development of web 2.0 applications and their impact upon our use of the web before going on to discuss:
- Why organisations should take social networking seriously;
- How can you start conversations through social networking;
- The benefits of starting these conversations; and
- What can happen if you don’t!
To reserve your place at one of these seminars, please reply to this email or call Richard Spencer on 02 9270 5900 today indicating your preferred date.
Please respond by 20 June as spaces are strictly limited and we look forward to seeing you there.
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