There is a new ad idea for social media, called WOMI – Word Of Mouth Impression. Developed by a company with a name that says it all: Social Media.
It functions like a mini-application that spreads in my own social network of contacts and friends, and I wonder: does it do that automatically, whenever I interact with it? Here is the description of Techcrunch:
WOMI campaigns present visitors with ads asking them for some kind of input either though a multiple choice question or using a text field. SocialMedia then uses this input to customize ads which are shown to the user’s friends on the same social network.
For example, if an ad for Star Wars had a call-to-action asking if I was on the Light Side or Dark Side of the Force, it could take my response and then present my friends with an ad that said “Jason is on the Light Side, how about you?â€. In turn, their responses are passed on to all of their friends, making this among the first kind of advertising with a viral element.
This is spooky, unless they definitely ask users before they present their friends with the answers to the multiple choice questions. It’s like a facebook app that spreads as soon as you launch it, without even asking.
If however, the user stays in full control, it could turn out to be rather interesting. Especially if you get to see all your friends responses later on, too. People love to see how they compare in polls and questionnaires. This can be a huge playground for brands. More effective than regular applications/widgets in a sense, because of the „classical“ advertising component: „pushing“ these polls onto the profil pages of friends and contacts, instead of just mentioning in some news feed „XYZ installed application ABC“.
This isn’t so new any more, but I had this in my drafts and definitely wanted to share it with you. Zuji, an online travel agent, launched a rather unique campaign to illustrate the great possibilities to save money for nicer holidays:
The main thing of this was probably the ways the video made it’s way through the web… a good viral campaign.
An excellent and very timely idea by Ikea: At the website „Embrace Change“ Ikea will offer users the chance to speak out and let the future president know their suggestions for fiscally responsible home furnishings:
Well, here is what can happen if you let the Swedish Style take over the Oval Office:
Not sure about that 😉
But starting in 4 days, people will have the chance to add their own suggestions. Apparently, an Oval Office planner will be up and running by then.
Don’t think, somehow, that Obama will react to that…
Two link tips for some background reading, if you have a lot of time at hand:
If you’re in need of social media case studies, there is a really extensive meta list as compiled by Robin of the Interactive Insights Group. Meaning: it’s a list of links to sites with lists of casestudies. Nothing you can read in one go, but definitely something for your bookmarks.
The Guardian has just announced the top 10 viral videos of this year, as picked by GoViral. I guess this is the first of many „best of 2008“ posts that I’ll find and link to in the next 3 weeks. Shortly followed by posts about „Trends for 2009″… Anyway, here it is:
1. Wassup anno 2008
Disclaimer: Budweiser’s parent company, Anheuser Busch, which originally licensed the concept for five years from Stone, was not involved in the production of the ad
2. SFW XXX Party Invitation
Diesel’s naughty montage of 1980s porn films using cartoon animation to cover up explicit scenes, just, for its 30th anniversary
3. Kobe Bryant jumps over an Aston Martin
Nike’s clever „did he or didn’t he“ actually clear a car. Probably not, but it got people talking, and watching
4. Extreme Street Football
Electronic Arts trickery masterpiece featuring kids with football skills – and parkour and capoeira – using a football like you ain’t never seen
5. Take it to the next level
Guy Ritchie directs this shot-in-first-person tale of a teen footballer’s hardcore ups and downs from being discovered to losing teeth to playing for a national team
6. Tiger Woods 09 – Walk on Water
When a fan of EA’s golf game pointed out a flaw that Tiger Woods could play a „Jesus Shot“ from on water, the game manufacturer’s response was this viral featuring the man himself
7. Bean Counter
One of those Mac vs PC ads where Apple prods Microsoft over spending loads on advertising Vista when it should be fixing it
8. Samsung Omnia i900 Unboxing
Samsung spoof of the tech-fan trend of filming opening the box of a new gadget for the first time
9. Fate – Leave Nothing
Emotive Nike fare of lifelong rivalry of two NFL players featuring version of sound track from the Good the Bad and the Ugly
10. Adam and Eve
Insurance company ad featuring a gay Adam and frustrated Eve that found life online after being banned from TV
Social networks may never find the ad dollars they’re hunting for because they don’t really have a right to them.
he continues. A provocative statement made to the Digital Non-Conference, a program by Cincinnati’s Digital Hub Initiative. His feeling is, that most social network activity is rather private in nature:
„I have a reaction to that as a consumer advocate and an advertiser,“ he said. „What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?“
These private conversations are, well, private. But these ads are just as obtrusive as all the advertising in the pub your spending your time with your friends at. We’re used to having social interactions in surroundings covered with advertising. We just don’t want to be interrupted or bothered by it. Most facebook advertising isn’t interrupting. It’s small banner ads on the side of the screen, which I, quite frankly, rarely notice.
And while we talk about moving into places that are largely made up of consumer generated media, he states:
Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.“
True, but I guess most marketers don’t want to buy regular adspace for the very reason that most people will not notice (nor click) it. So, if they could find more interesting, more effective ways to leverage these communities – e.g. by providing something of more added value, they would happily try it. Like the little ad supported postcards you get in most german pubs. They are widely accepted and people look forward to looking at them every time they pass by the little postcard rack on their way to the rest rooms.
These added value things could be, for example, small applications that enrich your social network profile:
He cited Facebook applications as a potentially valuable vehicle for advertisers, one in which they can create an environment that’s favorable for their brands and consumers alike.
Facebook Apps are just one things. Groups, product profiles, etc. are other possibilities. Imagination and social skills are key to finding these new value adders for social networks…
Wo ich sonst so bin...