Goodbuzz Rated Top Kred 1% Influencer

♔ SOCIAL MEDIA CASE STUDIES [GB_V89]

Quiksilver's Director of Internet Marketing, George Weetman, talks about how they achieved their viral social media successes -  iMedia Connection

Target made their fans' tweets about everyday products into a tongue-in-cheek fashion show for their "Everyday Collection." - Brandchannel

Budweiser is asking their Twitter followers to name the new baby Clydesdale who starred in their Super Bowl ad -  Adweek

Kraft Foods has launched their #DinnerNotArt campaign which allows fans to create digital noodle art that will become real noodle donations to Feeding America -  Direct Marketing News

Honda is highlighting six inventors with live tweet chats, interviews posted to Facebook, and Pinterest boards dedicated to new innovations -  House of Japan

Audi talks about their social media strategy during the Super Bowl that led to a very timely and engaging tweet -  Outspoken Media

Planters is launching a Facebook app that will let their fans send sexy Valentine's Day e-cards to their friends featuring their mascot, Mr. Peanut -  Daily Markets

GE is transforming the Ryan Gosling "Hey Girl" memes into Thomas Edison one liners -  Contently

Several brands showed their agility during the Super Bowl blackout and earned tons of fan engagement, including Oreo, Tide, and Jim Beam -  Digiday

Frito-Lay consumers can vote for the next Lay's flavor created by their social media fans' top crowdsourced recipes -  ABC News

Walgreens talks about how they use Facebook and mobile apps to keep their brand relevant for younger audiences -  Ragan

State Farm, Chobani, and Wells Fargo are highlighted for using their social media platforms as a means to provide excellent customer service -  Business 2 Community

Gillette is asking women to participate in their social experiment to see if stubble is a turn off for kissing and to share their thoughts on social media -  ClickZ

Arby's has launched their "Fan of the Week" campaign in celebration of reaching 2,000,000 Facebook fans -  RestaurantNews.com

Diet Coke has hired pop singer Taylor Swift as their "program ambassador" to bring in more social media engagement from her huge fan base -  Ad Age

Wrangler made a series of interactive artworks featuring their new collection sharable on Facebook, Twitter, and Pinterest -  Adverblog

LYSOL explains how Facebook has proven to be cost effective - Ad Age

Each Monday, AT&T is re-airing their own version of a Vampire Diaries episode on Facebook featuring fans' tweets and the best scenes voted by viewers on social media - PSFK

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

♔ INCORPORATING GAME MECHANICS INTO TRANSMEDIA STORYTELLING

Gamification is the use of game-thinking and game mechanics in order to engage users, improve and enhance the user engagement, experience, ROI, data quality, timeliness, and learning.  Early examples of gamification are based on giving reward points to people who share experiences on location-based platforms such as Facebook's "Place" feature, Foursquare, and Gowalla. Some of the techniques include achievement "badges" or “levels”, leaderboards, a progress bar or any other visual meter to indicate how close people are to completing a task, virtual currency systems for awarding, redeeming, trading, gifting, and otherwise exchanging points challenges between users embedding small casual games within other activities. 

Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, and is not to be confused with traditional sequels or adaptations.  From a production standpoint, it involves creating unique content that engages an audience using various techniques to permeate their daily lives.  In order to achieve this engagement, stories need to developed across multiple forms of media in order to deliver unique (co-dependent) pieces of content in each channel.  Importantly, these pieces of content are linked together (overtly or subtly) in narrative synchronization with each other.  Transmedia storytelling most importantly uses different medias (at what they are best at) to each tell only one part of a larger interrelated narrative.

 Integrating Game Mechanics into Your Story

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

♔ SOCIAL MEDIA CASE STUDIES [GB_V88]

Esurance is holding a contest on their Facebook page for a chance to be their social media correspondent at SXSW - International Business Times

American Airlines is announcing their new branding which includes tablets for flight attendants with the hashtag #newAmerican - Web Ink Now

Dodge has created a Dodge Dart registry that lets fans ask friends and family on Facebook and Twitter to fund their purchase - Examiner

Kraft Foods is kicking off their new Facebook campaign for their Capri Sun brand that gives moms daily tips for keeping their kids active - MediaPost

The Coca-Cola Company is making a social game out of their Super Bowl ad on Facebook that asks fans to help decide which of three teams will reach a Coca-Cola bottle first - Ad Age

Stacey Howe, head of digital brand marketing for New Balance, explains their "scalpels approach versus a shotgun approach" to social media - Digiday

Papa Johns is offering a free pizza to all of their fans who correctly guess the outcome of the Super Bowl's coin toss on their Facebook page - Facebook

EMC explains the social component to their members' experience that rewards members with badges for their engagement - BtoB Online

Ciroc Vodka talks about how their content distinguishes them from a crowded market - Digiday

Roxy is asking their fans to share how they challenge themselves to live a unique life using #ROXYDARES for a chance to win a trip with professional athletes - Roxy Blog

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

EMAIL US  | FOLLOW US ON TWITTER  | BECOME A FAN ON FACEBOOK 

♔ SOCIAL MEDIA CASE STUDIES [GB_V87]

HBO explain how they keep fans interacting with characters from their show Girls even during their off-season -  Mashable

PlayStation is keeping their Facebook and Twitter fans engaged during MLB's off-season by asking them to vote for which player will be on the cover of MLB 13 The Show -  Brandchannel

ADT talk about how your employees can become a part of a "social workforce." - Logic + Emotion

Jack in the Box announced the return of their Bacon Cheddar Potato Wedges on Facebook because of their fans' social media campaigns to bring the menu item back -  QSRweb.com

Toyota is asking their fans to submit photos via Twitter and Instagram with the tag #WishGranted for a chance to be featured in their Super Bowl ad -  Autoblog

The Madison Hotel is including a "Dedicated Social Media Butler" in their Inauguration Package who will chronicle your experience there on various social media channels -  CNBC

Pizza Hut is giving their fans a chance to appear in their Super Bowl commercial by submitting videos to Facebook and Twitter using the common quarterback shout, "Hut. Hut." - USA Today

Jaguar is asking their fans to #CaptureaJag using Instagram for a chance to be the first U.S. driver of their new F-Type model -  Luxury Daily

Hasbro is taking votes on Facebook for which Monopoly token to replace in 2013 -  CNN

The Indianapolis Motor Speedway will use their fans' Instagram photos to plot #Indy500orBust on an interactive map -  Ad Age

Arby's has launched an advergame on Facebook to drive brand engagement, encourage social sharing, and create awareness around their new fish sandwich -  Undercurrent News

CNN has named Capital One, Mayo Clinic, Mercedes Benz, Marriott International, and five more as the biggest "Social Media Superstars" for their powerful use of Facebook, Twitter, and LinkedIn -  CNN Money

Heineken has been ranked as the "most socially devoted Facebook brand" with a 66% fan response rate compared to the 34.17% industry average -  Beverage Daily

The Coca-Cola Company's iconic polar bears will be watching the Super Bowl live via their Facebook page and interacting with fans on Twitter throughout the game -  Fast Company

Amway talks about how their distributor network borrows a lot from their social media strategies -  Forbes

Delta Airlines has launched a new iPad app that uses social media to give travelers intelligent recommendations for local entertainment, eating, and check-in information -  Digital Buzz

Dunkin' Donuts says their decision to open up shop in California was largely based on the cry of their Facebook fans and Twitter followers -  Adweek

Aquafina is giving four designers the chance to win a trip to Project Runway's season finale in New York by submitting an Aquafina-inspired design and receiving the most votes on Facebook -  PR Newswire

Samsung is asking their fans to participate in a crowdsourced short film by tagging their Twitter and Instagram photos with #WeAllShare -  Brandchannel

Sony Pictures Television's shares their experience with L.L. Bean's Million Moment Mission social media campaign -  Brian Solis

Axe is promoting their Axe Apollo Space Academy campaign on Facebook to send 22 contest winners to the edge of space with the support of their local community -  Adverblog

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

EMAIL US  | FOLLOW US ON TWITTER  | BECOME A FAN ON FACEBOOK 

 

♔ SOCIAL MEDIA CASE STUDIES [GB_V86]

Dunn and Bradstreet talks about how they use social media to connect with their customers and humanize their BtoB brand - Social Media B2B

Burberry's CEO talks about why she encourages her employees to be completely connected in social -  Bloomberg 

Captial One shares how they experimented with Pinterest for a holiday social media campaign - DMNews

Michael Kors and Nordstrom are using Facebook Collections to allow their fans to add products to their wishlist from their tagged pictures - Luxury Daily

Mercedes-Benz is offering fans the chance to become an ambassador for their new B 250 vehicle when they explain why they deserve to #BTheFace on Twitter, Facebook, YouTube, Tumblr, and more - Popsop

Pepsi is kicking off a photo contest asking their fans to strike an iconic Beyonce pose and use the hashtag #PepsiHalftime for a chance to appear with her during the Super Bowl XLVII Halftime Show -  Los Angeles Times

Intuit proved the success of a BtoB social media campaign by combining mobile training and a social contest to increase their Facebook audience by 22% -  MarketingSherpa

Scott Monty, Global Head of Social Media at Ford, shares four lessons for storytelling in social media -  SmartBrief

Evian is engaging Facebook fans with a different tip for how to "Live Young" every day this month in conjunction with their adult-sized playgrounds in London -  Ad Age

Taco Bell explain why they aren't afraid to engage out of the ordinary on Facebook and Twitter -- including a most recent response to a fan's request for a custom swimsuit -  CNBC

The U.S. Army is using social media to tell their story and to create awareness around the commitment of their soldiers, veterans, and their families -  Army Live

Louis Vuitton highlighted their social media wins for 2012 in this video showing off their Instagram, Facebook, and other digital campaigns -  Brandchannel

Sierra Mist is promoting a Mixology Facebook app to help fans find and share drink recipes - Social Media Examiner

For their "12 Days of Pinterest" campaign, Petco encouraged followers to repin their images of pets in holiday attire to win gift cards for themselves and the animal shelter of their choice - Pinterest

Jack Daniels, Southern Comfort, Patron, and more made CMO's Top 5 Holiday Social Media Marketing Campaigns in the liquor industry - Business 2 Community

Netflix is planning to add new social features to their users' accounts that would allow for sharing viewed videos and recommendations on Facebook - TechCrunch

Jell-O engaged their Twitter fans around the hype of the Mayan's end-of-the-world prediction by asking them to share what fun things they would do before the supposed apocalypse using hashtag #funpocalypse - Digiday

Pizza Hut gave free pizzas to the first 100 people to tweet photos of the lame Christmas presents they received - The Consumerist

ESPN is rolling out interactive wallpaper ads that can be shared on Facebook and Twitter in lieu of traditional banner ads -  Adweek

Frito-Lay shares five lessons from their Doritos Super Bowl campaign and consumer-generated marketing in general -  Fast Company

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

EMAIL US  | FOLLOW US ON TWITTER  | BECOME A FAN ON FACEBOOK 

 

♔ UNCONSCIOUS BEHAVIOR, NEUROSCIENCE AND STRATEGIC PLANNING

Necessity is the mother of invention. After many years of being a market researcher and strategy planner I became frustrated with the tools of my trade.  Not all research is bad, but I believe that the majority of self-reported research can do more damage than good. There is little predictive validity to evaluative quantitative research such as concept and ad testing. And I find some qualitative research illuminating, but it is more so the inspiring people doing the research not the research methodologies being used, and those moderators are far and few between.

I have been studying and applying the behavioral sciences for more than 15 years. And what inspired me to study neuroscience was Primarily working with Martin Lindstrom.  I specialize in unconscious behaviorism and learned techniques to change behavior in a fraction of the time of conventional psychotherapy. I discovered that neuroscience explained and validated the laws of cognition and influence and could be directly applied to branding.

Quantitative Research Systems - There is so much history and money invested in extensive quantitative research systems with vast normative databases that go back years and years. It is difficult to change and risk losing trended information and the comfort of the same old evaluative criteria. And qualitative research remains the quickest and easiest way to cover your backside.  But the real problem is human nature. We decide with our emotions and then we look for rational justification to support our decision. 

David Ogilvy said 'people use research like a drunkard uses a lamppost, for support rather than illumination.' It is simply the way of doing business. And it is not easy being the head of marketing in a hyper dynamic industry, especially in this economy. Having data to back up your decisions helps sell your ideas through the system. In most instances, corporate leaders demand it from their marketing teams.

The marketing industry places primacy on hard facts and numbers, on logic over emotions. Emotions are difficult to measure and 'demonstrable ROI' is often the mandate from business leaders these days.  There is also a prevailing sentiment that so-called 'hard working' ads involve strong rational arguments. Cognitive science does not support this belief. This doesn't mean that rational ads don't work. In fact people often need logical permission to give in to their emotional impulses. But you must first stimulate an emotional response responsible for this impetus.

And what damage is this causing?  Only two out of ten products succeed.   The biggest damage is the distraction and investment in a lot research that is expensive and extremely time consuming to implement and report. We are wasting valuable time and resources in the paralysis of our analysis. Not all data is bad data; behavioral data likes sales data and web traffic can be extremely helpful.

Reported data is the most problematic and suspect. Creativity is being shackled because we are spending extensive time and energy developing ideas, concepts and ads that test well within the research system as opposed to motivating real life flesh and blood people in the real world. I am fortunate in that I work with great clients, very talented marketers with great intuitive and creative instincts. But this is the exception, not the norm.

To ensure that deeper emotional and unconscious thoughts are given enough consideration in client campaigns, before I put pen to paper on a strategy, I summarize the business challenge through the lens of these cognitive and behavioral insights. It helps me create a strategy that is firmly focused on the things that drive behavior. These are tools not rules, provocative windows into the problem, not a checklist of items that must be ticked off. I use these same steps as a filter to evaluate and prioritize actionable creative ideas on the back end.  I also challenge planners on my team to think through this process before they write briefs. I encourage planners to read fewer marketing books but more science books. There is a wealth of great books from talented scientists that will provide planners with much more enduring insight into humanity than the myriad of trend reports and tenuous segmentation studies based upon self-reported preferences, attitudes and activities.

The key, macro lessons that people should take away?  Focus less upon the competition and more upon your ideas and products. Human nature inclines us toward a competitive frame of mind not a creative mind-set. We are so busy trying to steal the other guy's slice of the market share pie that we forget imaginative ways to build a bigger pie.

Focus on humans not consumers. The word 'consumer' implies hubris and places corporate interests over human interests. It assumes a behavior yet to be earned by the marketer. Their role is not to consume your product but to satisfy their deep, authentic, real life desires, aspirations and ambitions. In other words, the same things that people have wanted since the dawn of humankind.

 

 

 

 

 

 

 

 

 

 

 

EMAIL US  | FOLLOW US ON TWITTER  | BECOME A FAN ON FACEBOOK     

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)