#CannesLions 2014

I am approaching my Cannes Lions wrap up a bit differently this year.

Firstly, because I am still skeptical that [as epic as it is] the Volvo trucks epic split has been “realise sans trucages” as they would say in Cannes.

Secondly, because after 1 year at @Twitter I have been drinking too much blue koolaid [and I like it]

So here are my favorite tweets from this year’s #CannesLions :

Most innovative tweets: The selfies by @dronie

Most entertaining tweets: A refreshing way to meet the Lions winners by @ Vine & Wine

 

The geekiest Tweet goes to @skalifowitz:

 

The scariest Tweet is from @AdWeek:

 

The most philosophical Tweet by @jasondaSilva

 

Great take away from @Ogilvy that you can apply to your twitter practice for any event

 

Finally, finishing off with w little bit of inspiration from the great creative minds @Ogilvy:

 

 

Hope you enjoyed these tweets from Cannes

Marie Sornin

You have the tools to inspire the world

This TedX talk by Zach King expresses very well what I love about the Internet and technology.

Aside form the Jedi Kittens it is the tools that are transforming every industry and give us the opportunity to inspire the world with our ideas.

Follow Zach on Vine/ Instagram/ Twitter/ YouTube

So, what are we waiting for to inspire the world?

Marie Sornin

Is social currency worth Gold?

If there is one thing that shocked me in the 2013 Cannes Cyber Lions winners, it is that all of them seem to claim to be a social media success! Although the shortlisted campaigns don’t present themselves specifically as social media activities, it is as if generating reactions on social networks, has became the proof that a campaign has been adopted by the target audience. Just as much as the business performance… So, does it mean that turning an advertising message into social currency is worth gold?

Here is a summary of my favourite campaigns:

Adidas Window shopping (2013 Silver Cyber Lion)
Shop like it’s the future! I love the idea of keeping a store open even when it’s closed. The key is that they made the mobile integration simple and seamless. Reminds me of the Tesco Korea campaign (2011 Gold Cyber Lion)

Dove Real Beauty Sketches (2013 Gold Cyber Lion)
Not only it is an interesting concept artistically, the campaign really brings to life how women see themselves. The problem is obvious, it is up to all of us to help fix it!
Funny to see that Axe is now giving power to women with the fear no Susan Glenn initiative!

Oreo Daily Twist (2013 Grand Prix Cyber Lion)
Cool idea, social by design and success coming down to the dedicated resource on deck to come up with creativity worth spreading every day!
Everybody loves Oreos, now everybody loves sharing their Oreo twists!

Metropole Tweetphony (2013 Silver Cyber Lion)
I like the way new technologies are now associated with stuff as old as classical music…  The Tweepthony could have very well turned into a real cacophony but it didn’t. Like Pay with a Tweet, (2011 Cyber Lion winner) great use of twitter for creating value!

I also thought that a few other campaigns are also worth highlighting:

– Metro Train Dumb ways to Die (2013 5 Gold Lions/ 1 Silver). Brilliant branded content, the amount of recognition speaks for itself!
Perfume open platform for creativity (2013 Silver Cyber Lion + entertainment category at he Japan media arts festival)
Hello Again by Lincoln (2013 Gold Cyber Lion) Although the challenge of re inventing an old car brand and associate it with Music has been over used, the innovation power used to create the digital content is incredible (great credits to Go Pro). Execution is outstanding!
Nike Chance (2013 Silver Cyber Lion) Giving rejected young players another chance. Hope they will turn this into a yearly mechanic not just a one off campaign.
Clouds over Cuba (2013 Gold Cyber Lion): making history and culture accessible to all! Like the Google Art project, we want more of that!
– Perrier Secret Place (2013 Bronze and Silver Lion), Golden chains (2013 Silver Cyber Lion), Tokyo Symphony (2013 Silver Cyber Lion) and Jam with Chrome (2013 Bronze Silver Lion) are great examples of pure digital and collaborative entertainment!

Do you what these brilliant campaigns have in common, apart form being 2013 Cannes Cyber Lions winners, of course? Come to Ignite Sydney on August 7th and I will share with you the three words that guarantee social media success (I might use some of these campaigns as examples to illustrate what I mean!)

Marie Sornin

An essay on social currency

Guest post by Alexander Southwick– Emerging Solutions and Social Advertising Executive at Fairfax Media

As social media develops to become a mainstream marketing channel for brands, there is a critical need to define the way we measure social success. In line with the traditional measurement metric of ‘reach’, most marketers look to the total number of ‘likes’ or ‘followers’ on their brand accounts as a key objective for their social media activities.
In theory, ‘reach’ should increase the engagement level with brands. Therein lies the dilemma of social networks: a consumer can filter out a brand if they feel they are being interrupted too much (spam). Knowing that the average post on a Facebook brand page will only reach 12% of your audience means that the total number of ‘likes’ a page has isn’t a true reflection of social success. Instead marketers need to look away from reach based messaging, to messaging that is adding value to the communities they are building around their brands: Social currency!

Social currency is a relatively new term that is applied to material being shared across social networks. People deal in social currency to increase their personal or brand standings in the eyes of peers and consumers. In short… something that people want to share and discuss. A brand updating their page with a new viral video gives their users a reason to share with their connections. As a result the creation of content with high social currency will help to add value to the community. Consequently, for marketers to be successful at social media, they need to look to develop content that gives social currency for users to take away and ‘share’, ‘retweet’, ‘reblog’ and ‘repin’ across social networks.

One of the most outstanding example of social currency is the  Red Bull Stratos Jump. It occurred on the 14th of October 2012 and not only did Felix break 3 world records, he helped Red Bull create truly unique and compelling ‘hook’ that people wanted to ‘share’, ‘retweet’, ‘reblog’ and everything in between. With more than 8 million people worldwide watching the Youtube Live stream, the post jump photo of Felix having landed safely has achieved 491,353 Likes, 21,175 comments and 50,508 shares the majority of which occurred in the first hour of it being uploaded! Multiplying the number of shares by the average number of friends a Facebook user has the reach potential got close to 11 million Facebook users. Even by applying the 12% viewing ratio, that still gives you a true reach of 1.32 million! Red Bull associated its brand to content that is so compelling  it became a mainstream topic of conversation. Direct marketing benefits are invaluable!

Creating social currency isn’t easy.
However, by deeply understanding your audience (beyond what they like about your brands & products), identifying what is  most interesting to your fans/followers and potential customers and creating content around it, you will have the keys to provide value. The next thing you need to do is break out of the TVC model and go for a ‘branded entertainment’ production model…. and that isn’t easy… only a few advertisers manage to do this well. The Mary Me Microsoft campaign we blogged about in 2010 and the ‘is it content or is it advertising?‘ post from last December showed good examples. Here is a more recent one: Teaching your consumers something new a in fun way is a particularly good, even if it has a bit of a sombre message –

As more marketers understand the importance of social currency, and consumers gain more power to ignore or amplify their message….  The process of surrounding the target consumer with messaging in an integrated campaign might not hold true anymore. Accurate measurement is critical for social media to keep growing its share in the communications mix. We must re-think how to evaluate social media KPIs and what messaging will achieve these KPIs .

As an agency or advertiser, do you have specific KPIs for your social media campaigns? Are able to clearly measure the benefit they are bringing to your marketing plans?

For more information on how to create social currency read our article “What are the three words that will guarantee social media success?”

Alexander Southwick

Sources:

Red Bull Facebook Page

Can social networking change reality TV?

The season finale for the most popular show on Australian TV is approaching quickly and fans (you are probably one of them) are already passionately debating on who should win this year’s competition. Of course, the 2011 the MasterChef will be crowned based on their culinary performance, but guess what, the comments you have been publishing on various user generated content platforms clearly reveal who you wish the winner would be!

Thanks to a deep social listening analysis done with the Reprisemedia team using Nielsen Buzz Metrics, we found that MasterChef’s favourite candidate according to audience opinion is (was) Hayden.
The full story just got published in the Australian. You can read it here.

Masterchef

Our ranking is based on the volume of positive online conversations* people are having on social networks, local blogs and forums about each contestant. The 24-year-old lifeguard from New South Wales displayed an overall twice more positive sentiment than the average of all contestants, proving to be the viewers’ favourite since the beginning of the show. The chart above shows that over the duration of the show, Hayden has generated a lot more positive buzz than any other contestant, followed by Dani. Unfortunately Hayden has been voted off the show last week, leaving MasterChef empty of its most likable contestant!

Of course the show is pre recorded, and we all know that the MasterChef ratings are absolutely dominating any other program, so the loss of Hayden is probably not going to reverse the wheel, however, I can’t help but think that social interactions have a big role to play in TV programing and sponsorship, starting with reality TV.
TV content doesn’t stop once it’s been aired but the engagement ripples across multiple channels… and MasterChef is the perfect example:
–  Search queries increase after each episode: +63% searches on Google on July 28th 2010 (day after last year’s finale)
– Seasonal website traffic constantly growing year on year- spiking at 746K Ubs in June 2011 according to Nielsen netview
– Catch up TV viewing soars: 349K Ubs on Network Ten video player in June 2011 according to Nielsen netview.  This is excluding the world of short form video watched on YouTube or other video sharing platforms
– Over 560K Facebook fans and 30K Twitter followers- Amongst the biggest Australian social networking communities

There is a real challenge for content companies to take into account audience opinions expressed through social networks to optimise their productions. As for advertisers, the opportunity goes beyond billboards and product placements, it also lies in creating branded content, reactive search strategy, real time community management, leveraging consumer insights, and of course ultimately generating conversation…. I believe it is up to us, digital marketers, to push the boundaries and trun reality TV into social TV. It seems that the X Factor might very well be leading the way according to the Hollywood report!

But anyway, who do you think MasterChef’s winner will be?

Source: Nielsen Buzz Metrics. Twitter, forums and blogs in Australia.

*Definition: Online conversations occurs every time someone mentions the studied topic online, it can be a blog post, a comment on a blog, a forum post or one tweet (Twitter update). Facebook is not included on this study due to privacy concerns as social listening tools can’t listen in on personal facebook profiles.

Marie Sornin