MORE THAN ADVERTISING

Everybody knows that the world is about to change. Especially the web is revolutionizing the economy and the way we communicate. But I´m thrilled everytime again when I see these gigantic numbers. So, the shift is happening and this video is a really good summary of what is about to change.

With more than 150 million active users that spent together 3 billion minutes each day on the site, Facebook is not just a social network, it is a powerful media channel. (source)

And the big broadcasters have to re-evaluate how they operate in a world where content is available on the web.

CNN for example teamed up with Facebook, for a unique live-streaming event that integrated CNN.com’s video player with Facebook status updates, so users could update their statuses with up-to-the-second commentary.

“Live TV shifted from a passive to a social/interactive experience and underscored the power of the internet to deliver video programming to a massive number of users simultaneously.” says media analyst Rich Greenfield

And according to early data, as of 3:30 p.m. on Inauguration Day, CNN.com had generated more than 136 million page views, while CNN.com Live had served more than 21.3 million live video streams globally. via AdAge

But there are more good examples how to use the  “The Facebook Channel” to communicate.

One of them are Applications:
Over 14 million people interacted with Facebook Applications in August and the numbers are increasing.

A great example how to use applications for your marketing is “Kidnap!^SM” conceived by Rapp for Travel Channel.  It is part of a broader Travel Channel online loyalty program. The game challenges users to kidnap their friends to their favorite international hideout city using a variety of “methods” such as “Eight ball in the Sock” or “Faulty Human Slingshot.”  To escape from the hideout city and begin kidnapping their friends, kidnapped players must answer a trivia question related to that city.

In the 6 weeks after launch:

• 1,711,300 Kidnap Requests Sent
• 225,521 Monthly Active Users
• 23,034 Daily Active Users

Facebook and other social networks are offering so many new ways for us to engage with the people we want to talk with, we should definitely take these opportunities more serious and create own ideas and campaigns for them.

Obama’s continues using social technology to change the american politcs. His first step towards bringing the vision of running a cross-party campaign is the launch of Change.gov, a portal for transparency and interaction. This page is not only to communicate, it is also to listen and interact. But what makes it so revolutionary is that this site gives voters a voice.

I will listen to you, especially when we disagree…and to those Americans whose support I have yet to earn, I may not have won your vote tonight, but I hear your voices. I need your help. And I will be your President, too. said Barack Obama

And to make sure that these voices can be heard Barack Obama’s online team has implemented a project called “Citizen´s Briefing Book” . An idea site, complete with voting and viewing of others’ ideas. 

A great way to engage people in current politics even if the the topic is to decriminalize marijuana possession, which is right now the second most popular idea.

Here is a short report about Change.gov on cnn:

And here is what  Brian Solis said:

“This isn’t just about broadcasting content through new channels or merely soliciting feedback, participating in popular networks or actively listening. It’s the ability to identify and internalize themes to precipitate change and earn support through action—not just words.”

I really hope that not only politicians understand the need to listen to the people and to give the them a voice. I hope brands will do the same too.

Via. TechCrunch

This is an Ikea version of the Oval Office built in Union Station subway station in Washington DC. Together with severeal other brands, they kicked off an out-of-home ad campaign called “Embrace Change ‘09″ that honors President-elect Barack Obama.

Ikea will also strap “furniture fit for a president” on top of vehicles to symbolize the incoming president and his family moving into their new home.

And on their website www.embracechange09.com you can furnish the Oval Office using a drop-and-drag click tool.

“We have never had an opportunity to do anything surrounding the message of change from a national standpoint,” said Ikea public relations manager Marty Marston.

I mean, this is not the most innovative idea from Ikea but still a good piece of advertsing.

via. Brandweek

Right now I´m doing my research to get a deeper understanding of how the chinese communicate. It´s so interesting to see how vital this social media landscape in China is. 253 million us the internet, over 107 million have a personal blog, that makes them the world leading country when it comes to online usage.

Here is a good summary and more intersting numbers:

Social media is alive and well in China, says CIC CEO Sam Flemming. CIC is the leading Internet word-of-mouth consulting firm in China.

They analyse all the chinese online buzz and distill the relevant data for their clients. A perfect source for rich consumer insights and better than any market research.

Here is the interview with Pop Tech:

Sam Flemming also writes an blog about social media which is absolutely worth reading. So eveybody who wants to understand this market, have a look.

Update: Just found this video podcast with a brief introducten of CIC:

This video is a nice little summary from my friends at S&F. A good way to end my first workday in Beijing.

Have fun!

Last year Eve online was facing a scandal involving one of the game’s developers, who used his status to cheat. The other players were upset and recvolted.
But instead of doing some crisis pr bla bla bla they developed a strategy that solves the problem and rebuild trust between them and their customers. (wich is vital in this business)

They decided to give the actual players of EVE Online a voice and and invited more than 200,000 users to vote for nine representatives from around the world to convey their concerns and suggestions about the game to the company.

Then this elected group of nine players, have been brought to Iceland for two weeks of meetings and debate. Their decisions influenced the direction of the product.

I think this is a great example how a company can handel complaints. It needs a lot of courage to give your customers a voice, but it proofs that you really care about their concerns and that´s a good way to build strong realtionships with the people who buy your stuff.

Here is the link to the Washington Post article

First of all,  Happy New Year everybody!

It´s 00:01 and 2009 has just begun. It starts for me with some major changes in my life.
After 3,5 great years at BBDO I decided to take on a new challenge and set up my own business to work from now on as a freelancer.

Many of my friends and colleagues keep asking me why I want to change the good job at BBDO for a doubtful future as a freelancer?
Actually there is no rational reason for it but I just listened to my gut feeling. I believe there is a new area in advertising, I believe in my ideas and the way I work, so I want to give it a try and make my living with the stuff I believe in.

I don´t do this because of the money, the title on my business card or lunch with clients in fancy restaurants! I want to do this because there are so many opportunities out there. I want to get in touch with agencies, creatives and planners around the globe to work with them and learn from them. I want to see how advertising is in different markets and how people respond to these new ideas, campaigns and media channels.

This journey starts at the 6th with an big project for Interone Beijing.

I will be working in Beijing for at least one month, but afterwards I´m available for new challenges anywhere in the world. If this sounds interesting to you please contact me via email and I´ll send you my portfolio.

Can´t wait to give you a little update about advertising in China!

So have a good start in 2009 and VIVA LA REVOLTION

Steffen