Greenpeace Australia came and did a presentation for Social Media Club Sydney, about the social media component for their global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened. I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat’s brand sentiment, that’s clearly attributable to Greenpeace’s localising the campaign.
social influence marketing
Social Personas: implications for social marketers
Social Media Club Sydney’s sponsored event Social Personas: How different is the social media you from the real you? probably achieved the aims that the research set out to do, which was to cause people to question the “acceptable” behaviours related to authenticity versus superficiality in social media in Generation Y. The other speakers, demographer and historian Bernard Salt, and researcher Dr Rebecca Huntley focused on Facebook and the reported, self described superficiality in Generation Y behaviour’s particularly on Facebook.
My presentation was intended as a bit of a tongue in cheek thought starter, rather than fighting the superficiality and behavioural traits, maybe marketers should just play up to it?
Who owns social content?
A year later, most clients are now active in social media – they are asking for Facebook apps, one of them has even replaced their corporate website with a Facebook Page and many of them are even using Twitter, personally if not for their brands. The legal/creative issues for user generated content have not gone away – the clients lawyers are still saying “no” to many creative, social content campaign ideas.
It goes like this:
1. Creative team pitch in a cool, engaging user generated/social content, game/application/tactical campaign
2. Client loves it
3. Digital producers spec it out, and it all looks like its all systems go.
4. Then it gets run past the lawyers
5. Lawyers say no
6. Campaign gets killed or its “Back to the drawing board”
Introducing the authors of Age of Conversation 3
I am very excited to be part of a new book, Age of Conversation 3: It’s time to get busy!. It’s going to be a physical book, available directly from Amazon and other online book stores. The new cover, was designed by Chris Wilson. And the website, was designed and built by my friend, Craig Wilson and the hard working team at Sticky Advertising. The editors, Gavin Heaton and Drew McLellan have done an amazing job pulling it together
Australians increasing social media use is led by Facebook
Nielsen reports today via Nielsen’s 2010 Social Media Report, that there are now 9 million Australians interacting on regularly on social networking sites with Facebook dominating – more than 83% of social networkers naming Facebook as their main social networking platform, up from 72% in 2008 and 34% in 2007.
Overall, Facebook is Australia’s most popular social network with 75% of online Australians having ever visited, and via time spent per month (more than 8 hours per month which is seven and a half more hours than its closest rival site YouTube)
Social mashup goes mainstream: Pepsi Hit Refresh
Earlier this week, Pepsi Australia’s Hit Refresh social media and heavyweight outdoor campaign started it’s promotions activation phase, via a Twitter treasure hunt and the engagement so far has been extremely high. This is a campaign I’ve been working on since late 2009, and I’ve really enjoyed seeing social brand advocacy in action at a grass roots level in the Gen Y and Gen Z demographic. Particularly on Facebook, Fans of the page are spontaneously sharing their love of Pepsi, requesting the treasure hunt come to their city, and enjoying the MTV TV spots.
There are a few points about this campaign that makes it distinctive in both the social media and advertising landscape in Australia: