Edge Shave Gel Uses Twitter for Random Acts of Kindness

Great idea... that's actually being followed through. Via Adage

From Football Tickets to Megaphones, 'Anti-Irritation' Platform Grows

By Jack Neff
Published: October 14, 2010

ORLANDO, Fla. (AdAge.com) -- When a New England Patriots fan last month was irritated at his inability to get tickets to a game against the New York Jets, he tweeted his issues to the Edge shaving gel brand.

Edge has created an 'anti-irritation community' at its website EdgeShaveZone.com.

Within days, the fan, Matthew DeCoste, an interactive designer at Euro RSCG, New York, had tickets to the game as part of an "anti-irritation" campaign in which the Energizer Holdings brand is seeking to soothe some of the many gripes lodged in social media.

Mr. DeCoste had heard of the promotion from a friend at a time when Edge was giving out iTunes and Starbucks gift cards, and he thought he'd try upping the ante, he said in an email.

Of course, Edge can't solve every problem. Mr. DeCoste, who said he got tickets 20 rows back in the end zone, tweeted friends jokingly about the goal post blocking his view. "As the game started getting away from the Pats, I was getting text messages from the same Jets fans about the train schedule back to Manhattan in case I wanted to leave the game early," he said. "So, that was kind of irritating. That being said, I'm still appreciative."

Via its @EdgeShaveZone Twitter handle and #soirritating hashtag, Edge is slowly developing a following of gripers like Mr. DeCoste as part of a long-term campaign with big aspirations to own the position of irritation prevention.

Jeffrey Wolf, Edge's senior brand manager, terms it "the anti-irritation platform," which started last month via Edelman. It included releasing a ranking of the 50 most-irritated U.S. cities (Atlanta was first, thanks largely to traffic) and the Twitter campaign, which is backed by promoted tweets and e-cards to brand fans. Edge also has an "anti-irritation community" at its website, EdgeShaveZone.com.

Ultimately, the brand has bigger things in store for the effort, including as-yet undisclosed work coming later this year under development by WPP's JWT, New York, promo shop Ryan Partnership and media shop MEC.

The social-media effort has started slowly, with still fewer than 900 followers since it launched last month. But the following is likely to swell once more of the Twitterverse, a veritable cauldron of gripes, catches on to the chance of getting problems solved by adding the #soirritating hashtag in a sweepstakes for the social-media age.

Edge last month also sent a megaphone to a University of Alabama professor who said her husband wasn't listening to her and a Blu-ray disc player and the movie "Office Space" on DVD to ease the irritation of an employee annoyed by a coworker.

A few irritations are harder to tackle, such as recent ones about a neighbor's barking dog, a UPS package stolen from a porch, a ham-handed blood drawer, high Ticketmaster fees and a "power-mad boss" who's made employees cry for eight straight days.

Mr. Wolf is part of a panel of Energizer and Edelman employees who review the irritations and then decide which to address and how.

He's not sure what tangible effect the effort has had on brand sales just yet, but notes that it's part of a shift from a heavy focus on promotion under former Edge owner SC Johnson to more brand-equity-building activity since Energizer bought it last year. Energizer and Edge have continued to gain share in shave preparations since the sale (up 5.1 points for the four weeks ended Sept. 5, thanks in part to sibling Schick entering the fray earlier this year, but despite a new push by rival Procter & Gamble Co.'s Gillette Fusion ProSeries products).

"What I'm most encouraged about is where we're going to take this brand moving forward with this robust campaign we'll roll out within the next year," Mr. Wolf said.

Edge led the category with the introduction of shave gels 40 years ago, he said. "What I'm hoping to do with this brand is be the innovator or thought starter in marketing communications as well."

Universal Platforms for Virtual Goods and Social Currency

Thanks Mobile Behaviour for this on Viximo's interesting offering for virtual economies

Social currency and virtual goods have kept online gamers locked in their basements for years. Then Facebook introduced us to the virtual gift, and digital birthday cakes became badges of honor. Now game dynamics are becoming an increasingly popular way to encourage behavior online and on mobile, turning life into one big game.

A new startup called Viximo is looking to help smaller social sites build their own virtual goods platforms. Their turnkey solution includes an embeddable gift store, showcase and microtransaction system.

"Our virtual goods solution is designed to provide social networks with a powerful solution they can grow with, yet spend only a week integrating," said Brian Balfour Founder and VP of Product Marketing at Viximo. "This allows web publishers to focus on their core business--engaging their audience--while we provide their users with targeted and merchandised virtual goods through a well vetted and integrated system."

Viximo's solution supports various types of virtual currencies including cash, reward, mixed, or dual currency systems, and aggregates the best payment methods including one click credit card purchasing, PayPal, mobile, and CPA offers.

Techcrunch points out that Viximo’s ‘universal giftbox’ option, which allows for a gift given on one site to also appear on another site, could be both confusing and ugly. This is a good point, but it would be great to see some standardization across networks, not just for virtual goods but for all the gaming elements we're seeing built into social networks and media sites.

Thought Starter:

With the proliferation of “leaderboards” – the hot new SNS accessory that quantify site activity (see Foursquare, Fashism, Hypemachine, Learnvest…)—there’s an opportunity to create a points exchange. So just like you can use your frequent flier miles on partner airlines, you could redeem currencies on partner sites. Or how about a platform that aggregates social currencies and lets you redeem them for branded rewards?

Losing To The Social Web: Visualized

Interesting post from Digital Buzz Blog. I guess my only real argument against this 'everything going social' idea is that just as we've all foreseen the death of TV and print, the reality is that these media, just like websites and microsites, have roles that they will continue to fill for the near future at least, even though these roles may well change. To my mind, there is never a single answer and smart use of digital will involve multiple presences and activities that cater to the myriad of ways people want to find, absorb, engage and share information. Marketing via content, utility and distributed services... hell yes, but don't rely on me wanting to check out your products in public while i hang out with my friends.
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A brands website has been the single biggest ”online” focus for 99% of businesses over the last 10 years apart from banner campaigns and microsites here and there, but with the evolution of social media growing at unheard of rates (Twitter is up over 3500% alone this year, while Facebook increased over 700% to finally overtake MySpace and then turned them to dust!) businesses really need to think about what’s happening to their website traffic…

I recently read a great post on Supercollider by Geoff Northcott (via Martina on Adverblog) that talked about the end of the destination web, along with adage, we are social and adweek about how the times are fading for websites and microsites are dead – Geoff posted a few good Google trends graphs, so I thought I might take that a little further, find a few additional graphs and look at why and where this traffic is going…

What you’ll notice from the graphs below (you can see them here) is that some of the biggest brands, websites and portals are loosing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite? (note. the graph below with out a heading is the BBC.co.uk)

So with such dramatic declines in website traffic and rapidly increasing numbers of Internet connected people, where is all that traffic going? The Social Web – the emerging networks where everyone is connected, everything is relevant, and everything can be shared with a single click and browsed, summarized or bookmarked with ease…

There are 2 key reasons why website traffic is declining.

1. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites.
2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these.

Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique content to anywhere customers want to experience it.

Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding stopmotion viral videos (they seem to be all the rage!)?

The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…!

I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content into the social lives of customers online…

Smokescreen - online game / show

Thanks Contagious... love this approach to making content interactive

Smokescreen

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08/09/2009

While teens, and the majority of other web users, are aware of threats that exist online, they have a tendency to seem relatively seem distant and remote. With this in mind, Channel 4’s web adventure Smokescreen has just launched, challenging teens to increase their awareness of some internet dangers, while taking part in a 13-part web adventure aimed at 14-16 year olds.

Developed by the production company Six to Start in London, which also produced Penguin’s We Tell Stories ARG, the game challenges players to uncover a mystery behind a sinister new game, Rumour Mill, hosted on a fictional social network known as White Smoke. Players must set about uncovering information via chat rooms, IM, widgets, profile pages, emails, voicemails, CCTV footage, twitch games, puzzle games to drive the plot forward.

Alice Taylor, commissioning editor, education, explains: ‘We wanted to help teens learn about data issues through play, while exploring big ideas such as privacy and surveillance, Orwell and CCTV. We focused the plot down to within social networks, where teens spend a large amount of their time, looking at issues such as stalking, fishing, data awareness, privacy settings and policies.’

The various missions can be played over the next eight weeks, after which the game will form a complete three hour playing experience. Taylor adds: ‘We have a presence on social networks because we wanted to turn up in teen’s attention streams, but these spaces are really crowded with a lot of brands searching for attention. Teens love to play games, even if they don’t label themselves as gamers. Therefore, we decided to spend at least half our budget on games.’

She adds: ‘We are building these games to try and be as native to the internet as possible. We are seeding content by behaving like a dandelion, including on US sites, such as www.kongregate.com as well as UK ones, because nine out of ten sites visited by teens are based in the US.’

Adrian Hon, co-founder Six to Start, says: ‘Smokescreen is the world’s first game about life online. Every time you hear about a teenager being hauled up at school because of their Facebook profile, or someone being conned out of their password on Twitter - that's what Smokescreen aims to explore. And because our game puts players in a simulation situation, we can give them an experience that is far more powerful and immersive than any other media.’

www.smokescreengame.com
www.sixtostart.com

Social media stats

Nothing new here, but a nice video summary of some of the more interesting social media stats. Thanks Digital Buzz Blog



By Eric Qualman from Socialnomics. This is another great visualisation of the latest social media statistics that always makes for a few minutes well spent watching! It provides a range of great stats like these…

• By 2010 Gen Y will outnumber Baby Boomers
• 96% of them have joined a social network
• 1 out of 8 couples married in the US last year have met via social media
• Facebook added 100 million users in 9 months
• If Facebook would be a country, it would be the world’s 4th largest
• 80% of companies are using LinkedIn as their primary tool to find employees
• 80% of Twitter usage is on mobile devices. People update anywhere, anytime. Imagine what that means for bad customer experiences?
• In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
• YouTube is the 2nd largest search engine in the world
• There are over 200.000.000 Blogs. 54% of bloggers post content or tweet daily.

The Most Engaged Brands On The Web

Thanks Techcruch for this post on the work from Charlene Li

The Most Engaged Brands On The Web

57 Comments

by Erick Schonfeld on July 20, 2009

What big brands do the best job with social media? A new study by analyst Charlene Li of the Altimeter Group and Wetpaint ranks the top 100 brands by social media engagement. You can find the report embedded below or on ENGAGEMENTdb, which was presumably created with Wetpaint’s site-creation software.

The study scores the engagement level of each of the top 100 brands across more than ten social media channels, including blogs, Facebook, Twitter, wikis, and discussion forums. Starbucks scored the highest, with 127 points. The top ten brands are:

1. Starbucks (127)
2. Dell (123)
3. eBay (115)
4. Google (105)
5. Microsoft (103)
6. Thomson Reuters (101)
7. Nike (100)
8. Amazon (88)
9. SAP (86)
10. Tie – Yahoo!/Intel (85)

The report categorizes brands into one of four types, depending on how many social media channels they participate in. The most engaged are “mavens,” while the least engaged are “wallflowers” (McDonalds and BP are examples). The study claims a correlation between social media engagement and revenue growth. The “mavens” saw revenues grow an average of 18 percent over the past 12 months, while the Wallflowers saw revenues drop 6 percent. I really doubt that their level of social media engagement had anything to do with their revenue growth, it is just that the strongest brands are the most engaged.

Get the report here:
ENGAGEMENTdb: Most Engaged Brands On Social Media -

Fluid Voice: CB Radio for the Web 3.0 Era

Thanks Read Write Web for this post on the Fluid Voice project. Could brands provide this form of utility to select groups of people in exchange for the right to be included in the loop?

Written by Richard MacManus / July 17, 2009 3:11 AM / 1 Comments

« Prior Post Next Post »

During my recent trip to MIT I met with Andrew Lippman, an Associate Director at the MIT Media Lab and a Senior Research Scientist. Lippman heads up the Lab's Viral Communications program, which "examines scalable, real-time networks whose capacity increases with the number of members." Among other things, we discussed an interesting new product his students are working on called Fluid Voice. In a way it works similar to how CB radio did for truck drivers in the 1970s - providing a mobile group communication system.

Re-Thinking Communications

First a little background. Lippman explained that his Viral Communications group aims to "symmetricize media" - in other words, balance it. He used an analogy of the radio system. The power to broadcast over the radio is still tightly controlled, spectrum is limited. So in that sense it is asymmetrical, unbalanced. The MIT Viral Communications group aims to re-think the way media works. Lippman and his group is asking: does radio have to be like this?

Lippman explained this in an executive summary a while back:

"The communication industry is in an upheaval equivalent to that caused by the advent of personal computers in the early 1980's. In that earlier revolution, traditional giants who held to mainframe technologies and centralized services were outpaced by newcomers with new ideas about individual ownership, incremental adoption and instant turnover. This will now happen with communications."

Examples of new forms of communications are sensors and open 802.11 networks, which are "renegades: unlicensed, personalized, digital, and embedded." [the guy in the glowing 802.11 detector shirt to your right is not Andrew Lippman btw]

This all brings about new types of social interactions with media, which Lippman seems particularly keen on right now. He mentioned the intersection with mobility: "It's not about you anymore, it's about you plus your context."

Fluid Voice: A Mobile Group Communication System

The theory of viral communications is a bit hard for the layman (this writer included) to grok, so I asked Lippman for some examples. One of his group's projects is Fluid Voice, a research project that has been prototyped on the Nokia N810. It runs, initially at least, using the 802.11s wireless mesh.

Fluid Voice is described in a white paper as "a proximity based mobile group communication system for opportunistic social exchanges." This makes one think of a mobile app for picking up members of the opposite sex. But being an academic project, I'm sure that's not the point of it. So what is it? Lippman described Fluid Voice to me as a new type of messaging system that engages a group. He said that it's like a telephone system that defaults to a conference call all of the time, which he termed "push to listen." It has similarities to party-line telephone systems, instant messaging chat rooms and conferencing bridges for business people. It's also like the Citizen's Band (CB) radios used by truck drivers in the 1970s.

Fluid Voice can be both a live and asynchronous experience - i.e. you don't need to be participating live to receive and leave messages. It isn't just audio and text messaging either: audio polls and wish lists are a part of the product. Here is a UI screenshot:

Fluid Voice Use Cases

The goal of Fluid Voice is to coordinate people in outdoor settings, using their mobile phones. According to a white paper, use cases include "spreading news during emergency responses and supporting impromptu social exchanges."

The name of the product, Fluid Voice, derives from the fact that "users can transition from live to asynchronous audio communication in a fluid manner depending on the wireless environment." To appreciate what this kind of system might be used to enable, here's a description from the paper of how CB radio was used in the 70's:

"CB radios enabled a cooperative social culture on the highways for friendly conversations in addition to providing road assistance and accident prevention among the drivers. As cell phones and multi-band WiFi enabled cell phones are becoming ubiquitous in the 21st century, an exciting opportunity arises for supporting opportunistic social collaboration within a local area."

One imagines that software like this may become a common feature in next generation mobile phones. I used the example of a sensor-enabled bookstore in this week's post about Cross Reality applications - the store pinging your mobile phone about a book on your wish list that it happens to have in stock. We can similarly forsee that Fluid Voice, on your mobile phone, could be used to meet like-minded people at the bookstore. You could even continue to chat with that group after you left the bookstore.

Social networking 3.0 anyone? Breaker 1-9!

Image credits: get directly down; slworking2

6 best job lessons

Nice outakes from Rohit Bhargava's Influential Marketing blog on Fast Company.

1. Make it believable. Many marketing groups would never make a claim if they can't provide substantial evidence. How might Tourism Queensland prove that their job is the best in the world? They can't. But it is believable because it is a beautiful place and fits what many people's definition of a dream job might be.
2. It's not about how much you spend. One of the major benefits of smart public relations and social media is that it scales in a way that advertising typically doesn't. In other words, you don't have to pay more to get more. The real trick is to have something worthwhile to say that people can't help talking about. You need a good story.
3. Focus on content, not traffic. The typical marketing campaign focuses on traffic to some kind of site. For Tourism Queensland, the biggest payoff of this campaign was having over 34,000 videos on YouTube from people around the world talking about how much they love Queensland. Aggregate the views of all those videos, and multiply them over the long term and you'll start to understand the true impact of their campaign.
4. Create an inherent reason for people to share. Another element of this campaign that worked extremely well was the fact that there was voting enabled on the videos. What this meant was that after someone submitted their video, they had an incentive to share it with everyone in their social network online to try and get more votes.
5. Don't underestimate the power of content creators Most recent statistics point to some number between 1% and 10% of the user base of any social network are the active content creators. Though these percentages may seem small, the potential impact of some of these individuals are vast online. It could easily become the secret weapon for your next marketing campaign.
6. Give your promotion a shelf life. The best thing about this campaign may just be the content yet to come. Ben, the winner, just started blogging and sharing videos and photos, but the content is already engaging, high quality and inspires you to dream of making it to Queensland yourself. Over the next six months, his itinerary will take him across the state of Queensland and unlock many other unique opportunities. Best of all, this content will live on far beyond the time span of the campaign.

Starbucks, Unilever team up on Facebook

Thanks Rob and thanks WARC

SEATTLE: Starbucks, the coffee house chain, and Unilever, the consumer goods giant, have teamed up to promote their jointly-produced ice cream brand on Facebook, using an application that encourages consumers to download coupons via the social network.

It has been argued that the current financial crisis has forced Starbucks to reassess its priorities after years of growth, and the company has also come under increasing pressure from rivals such as McDonald's.

By way of a response, it has not only sought to move into the retail space, but also to utilise social media like Facebook and Twitter to connect with consumers.

Unilever signed a licensing agreement to produce an ice cream range based on some of Starbuck's most popular coffee flavours, such as Caramel Macciato, Mocha Frappuccino and Java Chip Frappuccino, last year.

Simon Clift, the FMCG giant's chief marketing officer, has also previously championed the use of social media as a means of engaging a broad audience.

Running for two weeks, the two firms' current Facebook campaign will see 20,000 pints of Starbucks ice cream being given away each day.

Some 280,000 pints will be available overall, with members of the social network being required to download a voucher which they can then send on to a person of their choice.

According to a statement from the companies, "participants can treat others or – if the temptation is too great – indulge themselves by claiming one of just over 800 coupons available at the top of each hour."

Other brands that have recently been active on Facebook include Volkswagen and General Motors, which have used "widgets" – applications that feature on "profile pages" – produced by RockYou.

Gap has similarly employed some of the company's products, which vary from games and quizzes to video and tools that allow users to "decorate" their personal profile.

Microsoft and Experian are also among the major advertisers that are now using Facebook's own "engagement ads", which appear on user pages and contain interactive features.

Marc Andreessen, a board member of the social networking pioneer, has predicted that the company will make "over $500 million (€357m; £309m)" in revenue this year.

Furthermore, he added that "if they pushed the throttle forward on monetization they would be doing more than a billion this year."

"There's every reason to expect in my view that the thing can be doing billions in revenue five years from now," Andreessen concluded.

Data sourced from BrandWeek/Forbes/Reuters; additional content by WARC staff, 08 July 2009

Great use of Facebook Connect

Facebook connect as the means to automate personalisation and context of a digital experience: http://www.prototype-experience.com/

Found via this post from Jeremiah Owyang. Thanks

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Remember early Jib Jab cartoons where you’d manually upload your own photo and that of your friends? Now, it’s much easier with just a few clicks to Facebook Connect.

Last week, I had dinner with Chris Pan (linkedin, twitter), Head of Brand Solutions at Facebook, who pointed me to a new social interactive marketing advertisement for a video game called “Prototype”. Upon accessing the site, Prototype Experience, (try it for yourself) you’ll be prompted to login with your Facebook account. After a rather lengthy loading period (it’s worth it, hang tight) you’ll watch a short teaser trailer.

This isn’t a normal trailer, as it uses your own social information in Facebook from your profile picture, your profile information, and photos from your friends. Here’s what I saw, see screenshots below.

What’s going on here? This is an example of more contextual ads based off social profiles, which is a trend as you can see my coverage of VW’s Twitter and Facebook campaign). These are early examples of the era of Social Context, where content, media, and ads will be personalized in the future based off your social information, learn more about this in the future of the social web.

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User Experience: Screenshot Storyline
Here’s the blow by blow, with my thoughts.
Above Image: First, users are encouraged to login with Facebook Connect –a few clicks. If you’re already logged into Facebook, it’s just a few clicks –all without entering a password. Expect more people to interact as there’s less commitment and up front investment than finding photos and uploading them –Facebook already has the inventory you need.

Above Image: Promo video includes my profile pictures –making things a bit more interesting and personalized. As this evolves, imagine how your face and profile info will populate other experiences and content –we’re instinctively drawn to look at ourselves.

Above Image: “Is that me?” Yes it is, this promo video includes information from my profile –I’m right in the game. In consideration of my friends, I didn’t include their photos –which you’ll see in your own trailer video. Expect future ads where friends ‘promote’ or even sponsor content –some opt-in, some not.

Above Image: Participants are ‘hooked’ into the registration form in order to win in the sweetstakes, a good example of gathering leads from an engaged audience. Facebook isn’t a great way to generate leads, while you can get users to be ‘fans’ of your Facebook page, getting their true identity and email is often limited –as dictated by their Terms of Service.

Above Image: The participants are encouraged to share the campaign with their Facebook or Twitter friends, thus staring a “Viral Loop”. It spreads.

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Key Takeaways

• This is clearly a trend, expect many interactive and digital agencies to offer this social campaign to their clients.
• Consumers will initially ‘freak out’ and be concerned that big brother is watching them –then will accept this as mainstream media over the next few years.
• At some point, nearly every campaign will have social content influencing the content –hitting a saturation point that disinterests users
• Expect site wide Facebook Connect initiatives to happen, allowing all of the media, content, and ads to be socially contextual. Expect media sites and eCommerce sites to launch this first.
• Expect recommended products and ads to appear from your friends and those connected to you in your social network.