Many lightweight interactions over time

Here is a great talk on building relationships in Facebook. 

As you know, when you meet someone new it usually takes many small interactions to develop a relationship. Same thing goes for brands. So it makes sense that Facebook is most effective when brands make many lightweight interactions over time.

‘Heavyweight’, immersive interactive apps play an important role but because we are asking people to spend a lot more time with us it’s far more effective once you’ve built a relationship from many small interactions over time.Many brands launch with heavyweight apps, when they would get a lot more traction if they spent the time to develop relationships first. It’s like throwing a big party. It’s going to be a much bigger event if you invite people you’ve built relationships with, rather than strangers. 

Just one app does not make an effective social media strategy. We need to think about building relationships through many small interactions, over time, as well as the big hitters.

View the video: http://www.thinkoutsidein.com/blog/2012/07/newcreativecanvas

Em

Mobile alarm app incorporates the current weather, time and day of the week into its wake-up music. Nice.

Japanese fashion retailer Uniqlo have created a ‘social alarm clock’ for the mobile. It tells you what the weather is going to be like, the time and day of week, all mixed in with music to suit the day. The background changes each day. It also enables people to share via social media the time, weather and temperature at the moment they turned the alarm off. You can see a data visualisation of this from other people around the world.

It’s a nice way to remind people of your brand from the moment they wake up.

Website: www.uniqlo-wakeup.com

Em

What happens when you hit the Google search button

Ever wondered what happens on the interwebs when you hit search on Google? They've put together a handy little infographic that explains the process.

Image from Mashable.

A Twitter campaign for the boys

Needs little introduction. Enjoy.

Target predicts a teen is pregnant before her father

Recently New York Times ran a story about Target's data mining efforts. By looking at the historical buying patterns of mothers who joined the Target baby registries they can predict pregnancy amongst current Target customers. 

Target started to put together baby coupons and catalogues and sent them to those they predicted were pregnant. Target sent one such catalogue to a household with a teen daughter. The father called to complain about this, only to realise a couple of days later that his daughter really was pregnant. 

Target is now having to make the baby content in catalogues look a bit more random, like placing nappies near lawn mowing equipment, so people are not spooked by the fact Target has predicted that they are pregnant. 

Isn't it strange that companies are now getting so good at predicting what we need that they have to play it down? It does present a great opportunity for brand and organisations to serve the needs of customer before they even know they need it…

Em

P.S.

More info on the data-mining from NYT:

"[Target statistician Andrew Pole] ran test after test, analyzing the data, and before long some useful patterns emerged. Lotions, for example. Lots of people buy lotion, but one of Pole’s colleagues noticed that women on the baby registry were buying larger quantities of unscented lotion around the beginning of their second trimester. Another analyst noted that sometime in the first 20 weeks, pregnant women loaded up on supplements like calcium, magnesium and zinc. Many shoppers purchase soap and cotton balls, but when someone suddenly starts buying lots of scent-free soap and extra-big bags of cotton balls, in addition to hand sanitizers and washcloths, it signals they could be getting close to their delivery date.

As Pole’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.

One Target employee I spoke to provided a hypothetical example. Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse largeenough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August."

Order Evian Home Delivery from a Fridge Magnet

Evian have created a digital object which enables customers to order deliveries to their home. It's a fridge magnet which connects to the internet via wifi. By placing it on the fridge Evian have come up with a practical way of keeping their brand front of mind and enabling customers to order more product at the moment of need.

Em

Interesting digital stuff

Hmmm not blogged for a while, and there's been some interesting digital work showcased recently and I wanted to at least share a few of them. Some of you may have seen these but always worth another look if you have. I like that two of these are heavily 'mobile led' as the more great mobile stuff we see, the easier it'll be to convince brands to invest there.


World's longest lasting click

I always like seeing new approaches to banner ads, as they often get met with a groan. This one from Stride gum really draws the user in, and keeps them there. One user interacted with this banner for 22 minutes, impressive!

Guinness QR

I get lots of questions about QR codes and on the whole I reply in the negative as consumers aren't seeing the value when they are used. Here's a rare cool example from Guinness that might change that. The code is in the glass but only works when it's filled with the black stuff. Clever. Read about it in full here.

Let's Dance

User content campaigns can easily bomb, particularly if you ask too much of your audience. This one for game 'let's dance 3' certainly didn't, recently picking up a Gold pencil at the one show. Great use of mobile, and some incredible social results.

Cheers
Nic