SXSW 2012: HERE WE ARE AGAIN!
Here we are again! Austin the way I love it - full of Wi-Fi-draining devices, geek troops and their gods, brands fighting for their fair share of voice and Zuckerberg wanna-be's hoping this year's...
Highlight Your Tumblr Post for $1 Let's be honest, every Tumblr user feels their posts are super duper important. And should be noticed. Not happening for you? Tumblr just introduced a Highlighted Post option that will let you make your...
I say NO to SOPA/PIPA!!! Today is the day where many websites will or already have blacked out against SOPA and PIPA (Stop Online Piracy Act and Protect IP Act), acts that will affect how we use the internet! Not only in the...
Every habit starts with a conscious decision that with time and frequent repetition becomes more adept. What initially took effort becomes automatic. Many habits are helpful in getting us through the day and allow us to expend less brain energy that can be redirected somewhere else. Some habits are good, like healthy diet and exercise, some less, like smoking or overeating.
Charles Duhigg, an investigative reporter from The New York Times and the author of “The Power of Habit”, knows why we do the things we do and how we can change that and has shared this secret with at his today’s session. What’s the secret? The Habit Loop!
It starts with a cue – something that triggers you to act in a certain way. The Cue is responded to with a routine behavior which is then rewarded. The more we engage in this pattern, the more automatic it becomes. Identifying the cues and the rewards can help us easily disrupt the cycle and change or create new habits. Like buying new or different products, for example
Yes, companies have been using the power of habits and the science of habit formation to manipulate our habits and what follows, increase sales. When P&G’s* new product – fabric refresher Febreze – was launched, it was advertised as a solution that will remove your bad smells (cue: bad smell; routine: use it; reward: no bad smell). Soon after, the product was on track on becoming a big money loser. Researching the problem, P&G discovered that people get accustomed to bad smells and do not sense them anymore. Trying to advertise getting rid of bad smells when people cannot even smell them could not have been too successful.
To find new ways to encourage people to using the product, P&G gathered specialists in habit formation and marketers in one room and examined people’s cleaning routines. That’s when they found that there is a certain satisfying moment in the cleaning process, the celebration of the moment right after. The reward. That fresh smell. Result? Having shifted the focus in advertising to that moment right after has transformed Febreze into a $1 billion hit!
Interested in the book? Find it here.
* P&G is a Porter Novelli client.
Over the past few years, mommy bloggers have established themselves as a powerful force on the Internet, receiving a great deal of attention from the media and becoming major targets for brands. Well respected and valued, those social mommies are one of the most influential groups on the Web and a must-know constituency for any consumer marketer.
I first heard of dad bloggers when Sony launched its digidad project in 2009. Since then, I’ve been following the evolution of this growing phenomenon, which, to my surprise has been received with mixed feelings.
I, personally, am a big fan. I think it is great dads want to talk about their take on being a parent and shows fatherhood in a completely new light. That’s why I was thrilled to find out that dad bloggers not only had their own panel at SXSW but they have their whole own conference – Dad 2.0 Summit happening at the same time as SXSW here in Austin!
I am a fan but not everyone is or has been from the start. I’ve seen mommy bloggers complain about dads trying to play on their playground, brands that refuse to acknowledge them as influencers because, as opposed to mommy bloggers, they don’t get time on national TV, fawning attention from media and they will never be able to create a kind of community mommies have. Dads are not important. Moms have the spending and decision-making power anyway.
First of all, the fact that they are uniting right now and right here in Austin proves that they are able to build a community. When it comes to buying decision power in the home, moms might have it but not in all product categories. Think consumer electronic brands, cars, razors – for them, it would make better sense to go after dad bloggers rather than mommy bloggers. And no, dad bloggers might not have the same kind of attention from media and TV yet, but they do have the readership. And it’s not only male. Jason Avant, founder of DadCentric, confessed at the panel that 60% of his audience is female. So before you exclude dad bloggers from your next campaign, think twice.
Transmedia storytelling – the technique of telling stories across multiple platforms and formats is not a new concept. Take a look at “Star Wars,” for example. An American space opera film series created in 1977 quickly exploded across the media universe from films and books to comic books, games, character figurines and more. The same thing happened with Pokemon. Created in 1996, the video game has expanded into anime, manga, trading cards, toys, books and a television show.
Digital and social media has provided new platforms and opportunities for transmedia storytelling, and today’s session with Bravo’s Andy Cohen and “Top Chef” judge Tom Colicchio showed how it was used by “Top Chef” to create a newer, deeper, more interesting engagement level with the audience.
When the contestants on this past season’s “Top Chef” got eliminated, they discovered that instead of going back home, they joined the Last Chance Kitchen, an online series that would earn one eliminated chef the opportunity to get back on the show and compete for the “Top Chef” title. Fans were given an opportunity not only to get to know the contestants a whole lot better, but also vote for their Fan Favorite and help them win a special bonus price. Bravo also encouraged the chefs to tweet and engage via social media and in one of the episodes, it was the Twitter followers who decided on the secret ingredient of a quick fire challenge.
Last Chance Kitchen has transformed “Top Chef: from a ‘one night per week’ to a ‘7 day a week engaging multidimensional experience’. ROI? Expected 1 million streams turned to more than 8 million streams and made it the most streamed series at NBCU ever!
Next in transmedia for Bravo? Content co-creation with the fans and I tell you, I am very much looking forward to that one.
On Super Tuesday, President Barack Obama decided to hold a press conference and answer journalists’ questions at the same time that 10 different states were holding Republican presidential primaries. The Onion has written a short paragraph titled This Article Generating Thousands Of Dollars In Ad Revenue Simply By Mentioning New iPad during the recent Apple conference where iPad 3 was launched. London Fire Brigade published an article offering Kate Winslet fire brigade training after she rescued Sir Richard Branson’s mother from the fire at his estate on Necker Island. All three generated a huge amount of buzz and media coverage and appeared on top of Google ranking on day itself and long after.
Newsjacking – redirecting the attention and buzz from breaking news to your own or your company’s advantage – is a topic of a new book by David Meerman Scott called, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage,” whose session I attended today. The author doesn’t only talk the talk, he walks the walk. His eBook was launched on the day Kindle Fire was launched and was at that day the only Kindle Fire optimized book. Guess who saved thousands of dollars on the PR?
Newsjacking is powerful and it works, but only if executed in real-time. And that’s where the problem for many companies starts. Used to long term planning, data analysis, campaign execution, step by step – they need to unlearn everything they’ve learned about generating attention. Speed and agility are key - so big companies’ obsession with the approval processes will be their undoing. Organizations must change and that’s not easy. Change never is. But there is hope. It will require education at the C-level, creation of guidelines, putting someone in charge of TODAY because there are enough people in charge of TOMORROW.
Take the opportunity of NOW. React to breaking news quickly, feature the keyword of the moment in an article, tweet or blog post and start stealing media attention like a pro!
Here we are again! Austin the way I love it – full of Wi-Fi-draining devices, geek troops and their gods, brands fighting for their fair share of voice and Zuckerberg wanna-be’s hoping this year’s SXSW will carry them down the path to startup glory.
I love to listen to conversations in the badge pick up line and when wandering around the convention center before the festival goes into full gear. And this year’s go from must-go parties through social -pairing, – discovery & -sharing, to how we, geeks, changed the world by stopping SOPA/PIPA. Pinterest is on everyone’s lips as well and seems to be the hottest thing since sliced bread. At SXSW or not.
Chicken wings at the Hilton are just as delicious as I remembered and seeing familiar faces is as good as talking to strangers.
The festival officially begins today and I’m pumped for all sessions, panels, meet ups, launches, lunches, breakfast tacos, bbqs and parties! My cowboy boots are ready, devices charged up and extra batteries packed! Let’s do it!