Google Wave - Revolutionising Email

Google have been working on a system which finally integrates social media and Wiki technology into our everyday email. Rather than sending read only messages to friends which turn into reams of emails once conversation starts we can all work together to communicate in one 'Wave'

This not only answers our growing need to communicate in Real-Time (Email is the new snail mail), it aggregates all our social tools into one application and makes it easier to distribute and share information with a one click process to update your blog.




A great tool which is shown in the above video is an automatic translation tool, with globalisation becoming a part of everyday life language barriers will soon be a thing of the past.

In the future instead of coming back to work to find hundreds of emails to piece together we will find five or six 'Waves' which have already been edited by those invited.

The rise of Social Media

This 4 minute 20 second video demonstrates how social media has revolutionised our lives without us really appreciating in full the change in our social habits and the way we view content. The very fact that society has taken up the social tools available with little fuss indicates social media is not a fad and is here to stay.

A point summed up best by Author Clay Shirky in his bestselling title 'Here Comes Everybody' - "Technology only ever becomes revolutionary when it becomes boring"

Harry Jenkins on Convergence Culture

Media and popular culture author Harry Jenkins gives his views on our rapidly evolving convergence culture with the use of social media tools. Interestingly, he makes the point that whilst George Orwell predicted 'Big Brother' would constantly watch over us, we are currently seeing the exact opposite.

Henry Jenkins on Transmedia - November 2009 from niko on Vimeo.

Product Re-Packaging With QR Codes

Marks & Spencer have began incorporating QR codes into their packaging design in order to offer their customers additional content.

Once a user uses their mobile to read the QR code they are automatically directed to the M&S landing page for the individual product - In this case the fresh orange juice.

The Orange juice landing page then lists a menu of activities including learning about the product, jokes, facts and also an opportunity to complain.

This is a great way which FMCG brands can further engage their audience and add value to their products, with the opportunity to display written, audio and video content brands can be very creative in what content they offer to their customers.

Cadbury could implement a unique code for each product, offering content bespoke to the customers product of choice.

For example Wispa bars could direct users to a landing page which contains all previous TV adverts, a link to the Facebook Fan page, the history of Wispa, the opportunity to join the mailing list and a feedback form.

For each brand there could also be generic Cadbury content covering Fairtrade, Cadbury World and Olympic updates. QR codes would not need to be changed but the content available could be continuously updated similar to a brands website.

Social media case study on CocaCola

This is a great video detailing how although CocaCola were slow to react to social communities, they're now implementing the right tools to benefit from being one of the most loved brands globally.

Interestingly rather than take control of social properties when given the chance, CocaCola instead look to embrace and empower the founders giving them all they need to continue leading a legitimate social tribe. By recruiting brand ambassadors who reside outside of the traditional mailing lists Coke are able to stimulate conversation across the Blogosphere.

Adam Brown - Digital Communications Director of CocaCola (starts 50 seconds in)

BlogWell New York Social Media Case Study: Coca-Cola, presented by Adam Brown from GasPedal on Vimeo.

Application Integration with Facebook Connect

Over the past few weeks we have seen Branded Microsites which offer indepth personalisation without expecting users to put in the effort they once needed to.

Using Facebook connect it is now possible for users to instantly personalise content by simply logging into Facebook when prompted. Once access has been granted the microsite can then pull through content from a users Facebook account and manipulate it to personalise its content giving a bespoke feel for each individual user.

Currently the best example is 'The Prototype Experience' - A Microsite promoting the release of the XBox 360 title Prototype. With a clear call to action to enter Facebook details, the site transforms into a personalised version of the game trailer, synching profile details and photos to capture the user's attention.



With such a personalised experience and at sometimes shocking (the spoofed credit card details in particular), the microsite has the potential to become a viral success due to the quality and novelty of the content.

By using Facebook connect brands can reduce the barriers between offering a personalised experience by piggybacking data, this ensures the user experience is fast flowing and doesn't require too much effort on the users behalf.

Click here to see 'The Prototype Experience'

Creme Egg InGame Activity

This is a great example of InGame ads live in action. Findings from various studies and focus groups indicate that users not only accept advertising throughout their gaming session but actually thrive on the additional real life feel that adverts bring to their experience.

Rippll - Geographically Social Networking via Mobile

Rippll is a Mobile social networking tool based on location, allowing users to populate a map with their friends current location. With currently only 20,000 users the Rippll platform is still evolving, but this shows an early indication as to the future of social networking as well as an insite into just how willing users are to hand over personal data for the group benefit of their own network of friends.

The current advertising opportunities are banner ads which display the distance from the nearest outlet – Which once clicked can be plotted on the map. Should this technology be uptaken by a mass audience, it would be perfect for bringing friends together for spontaneous catch-up's with voucher offers. For example a partnership with Costa Coffee to offer a free product trial with every order may prompt users to contact friends currently in the same area.

Mirriad - Digitally embedding product placements

Mirriad offer a creative solution to embed ad placements or subtle branding into previously recorded video content, offering a lifelike finish with little to suggest that the object was never present during filming.

It is legal to digitally embed product placements due to less stringent rules over content obtained digitally. As users are increasingly choosing to view web based content on demand rather than its allocated TV slot, sufficient reach and brand association can be gained adopting this strategy.

An example of this would be to place an issue of The Observer on Coronation Street's 'The Rovers' pub table to associate The Observer as a newspaper great for Sunday reading whilst relaxing in the local pub.

The emergence of Viral tracking and accountability

creates a need for interesting content with a branding element. It can be very difficult to shoot pre meditated footage worthy of users to forward to their friends as it may appear too glossy and fake for a viral. Instead an organisation could buy user generated content from it's source, then using Mirriad arrange for the branding to be embedded and then run an engaging viral campaign with brand coverage.

Visit the Homepage for a Video illustrating the seamless implementation of product placements

Spotify

Spotify is revolutionising the music industry by offering a true alternative to music piracy by providing ad funded access to over 6 Million songs and is still growing. Opened to the public in February, Spotify currently registers 40,000 new users a day and is already the second most popular music search behind radio 1.

With 2 million users spending on average 70 minutes per session, advertisers will benefit from high dwell time and exclusivity of the ad placement – providing a rival to the responsive MSN messenger Minibanner

Skittles.com

Skittles took a leap of faith by layering their website over real-time user generated content such as Twitter and Facebook which can be accessed via the branded menu

A cost effective strategy, Skittles provide access to social media coverage of the brand rather than invest in their own engaging content. Receiving high press coverage, Skittles have been praised for empowering their fans by letting their opinions become the content

A week after launch Skittles took the backward step of switching their homepage from the real-time content aggregator Twitter to the increasingly monitored Wikipedia. Although not a long term strategy, skittles gained short term PR from a content light concept