Mariamz

Posts Tagged ‘brands

Mucover

The growth in Social media use and Corporate Social Responsibility (CSR) are inextricably linked. With access to real-time information on companies are up to, and what the world work thinks about it, social media holds businesses to account. And they know it. So more and more, companies are seeking to be perceived as socially responsible. For example, by backing positive, healthy initiatives, like the London 2012 Olympic Games.

And it works beyond the perception. Behaviour is changed. Positive outcomes are achieved, e.g.

“Procter and Gamble, another Games sponsors, has also been doing this for a while. One of its many brands, Ariel, ran a campaign called Cool Clean to try and get customers to wash clothes at 30 degrees. Peter White, P&G’s global sustainability director, says proudly, “In the UK, only around 2% of consumers were washing their clothes at 30 degrees or lower in 2002. By 2011 this had risen to over 30%. In the Netherlands it has reached over 50%.” He also points to a Pampers-Unicef collaboration that vaccinated over 100 million mothers and babies in 46 countries against neo-natal tetanus.”

Tim Smedley on the new Guardian Sustainable Business Social Impact hub

But how can we measure programmes relatively? Consistently? As brand managers, marketers or CSR professionals?

Demos have recently teamed up with Coca-Cola to try and answer this question. Their efforts have resulted in a proposed new model, to help business people measure and compare the difference their sponsorship / CSR activity makes:

You can read the full report on the Demos website.

Disclosure: P&G is a current client and Guardian Sustainable Business are a former employer

Advertisements

Unilever, in partnership with PSI and Facebook, hopes to harness the social graph to address one of the world’s most critical challenges: access to clean water… When [Facebook] users sign up to Waterworks, they partner with an individual waterworker, making the connection personal. The waterworker in the field is equipped with a smartphone, able to send updates back to partners through photos and videos. The updates post to the partner’s Facebook page, so all of their connections also see the impact the donation is making- how many liters of water the donation has provided and the number of people whose lives have been changed by the clean water.

Alice Walker

Pinterest has officially been the fastest growing social network this year. But why do we love it so? Why is it driving sales so much better than other social networks? Why is it so moreish?

Pinterest traffic growth to March 2012

I’m running a private Pinterest training session next week, where I’ll be covering:

  • A rapid introduction to the hottest visual social network right now
  • Overview of best in class activity
  • Activation framework

And I thought it would work well, especially for those in the room not already into it, to start off explaining why people love Pinterest… how they feel about it… to bring it to life. Personally, I’d muse the following:

  • We’re tired of looking at words on screens. I was talking to an old friend the other day who was at college when computers first hit the market. She said they used to tell them not to read on screen. To this day she usually prints everything – she says everyone has got too obsessed with saving trees (which can be replaced) – but your eyesight can’t. Whatever you think about this logic.. I think one of the reasons we love Pinterest is our eyes have become wary of reading reams and reams of information, and you can actually see a whole world of ideas on Pinterest (especially when you browse the ‘everything’ tab – without reading a word.
  • Simple serendipity. Eli Pariser, among other doom-sayers, have waxed lyrical at length about the danger of filter-bubbles in how we use the web as individuals. Our use of Twitter is mostly confined to the people we follow, the lists we have chosen to follow, searching for – or following the hashtags we are already interested in. On Facebook we see the pages and people we already like or know. But on Pinterest the ‘Everything’ tab is an easy, visual view into the world of many, many, others. It’s easy to skim past any picture you find offensive (and actually its Acceptable Use Policy and usage norms mean I very rarely see anything that fits that category from my perspective).
  • The whole world meets one click product discovery. When we shop online we usually go to a very few trusted websites, for the brands and websites we know. Or use massive shopping aggregators like asos which enable us to scroll through pages and pages of bags and shoes. But it can be samey. We get tired of looking at 300 dresses just to find one we like. We get ourselves into the mood to shop but somehow the pressure of scrolling and searching takes the shine off. You can’t touch or see the items up close and you get a bit fed up after watching 20 little videos to work out how the fabric hangs. But on Pinterest a dress or pair of shoes, new make-up or hair idea is all mixed up with cool travel and home and even digital inspiration. It’s not just one shop or even a virtual high street… it’s pictures of the whole world online.. it’s the beach, the bar, the library, the philosopher and the boutique all at once.

That’s just some speculation from me… but why do other Pinners love it? I thought I’d use the ethnographic method of observing what people say about their feelings about it on Twitter:

In keeping with ethnographic research principles – I started with a question, gave my feelings on the platform and the perspective from which I am approaching the question, and uncovered themes from my observations.. represented here in this word cloud:

Here are those themes in more detail:

  • It helps you easily share what you find and love.. without having to comment on it in any great detail – e.g. Danni Minogue’s pets board has shown me with pictures, some insight into her personality I’d never have really gauged otherwise
  • I’ve heard people say this in person too – it takes you into another world – a more dream-like world
  • It drives desire
  • It inspires you to make new things (or makes you feel you should be!)
  • It gives you hints, tips and recipes that can brighten your day
  • Music was a new one on me – how does one use it for that I wonder? Via video perhaps? This is how I discovered you can now pin sounds from Soundcloud onto Pinterest
  • The quotes help you feel positive (personally I always feel an undercurrent of embarrassment when I re-tweet inspirational quotes on Twitter but it just doesn’t feel like that on Pinterest)
  • It makes you feel good by letting you know when other people like what you love
  • I’ve often found it annoying that I can’t pin directly from G+ or Facebook – but the fact someone suggested it as a reason to love Pinterest made me think… it’s a good safeguard against it getting filled up with lots of personal pictures of people falling out of nightclubs and indeed outfits
  • It can lift your mood – or help you explore the mood you’re in
  • The ease which which you can share visually makes it less intimidating for non-technical users as a collaboration / bookmarking tool
  • Photos are usually professionally taken / shared when they fit with the professionally taken shots there – meaning their visually stunning appeal differs from the more amateur photography you might expect on Flickr, or personal (to you) shots you see on Facebook
  • It can help creative people to think visually

So that was fun… a view into the world of our positive feelings towards Pinterest. But I must report that in the course of this research I found a significant number of people reporting negative feelings – i.e. the wish their lives were as fabulous as the world they can enter on Pinterest / their Pinterest boards. This reminded me of criticisms levelled at magazines over the years – on how they make people feel in terms of pressures on how to be and what to buy.

Back on the sunnier flip side, something I realised in trawling tweets about why people have taken to Pinterest so readily – is how much they love to say how much they love eachother’s pins. We might posit here that if Facebook be the platform of like, Pinterest be that of love

The toughest thing for the probabilistic magazine brand is to find some kind of coherence. In the traditional sense, coherence as a package of interrelated content is gone. The story is the unit that matters, after all. But a big part of the value we add *is* structuring the world in a consistent way. So, the question becomes: what can form the basis for a new coherence for magazines?

One answer that is specific to The Atlantic but extensible is very old: moral purpose. This magazine was founded as an abolitionist publication and that helped structure the varied voices that ran in its pages through the early days.

Alexis Madrigal  

Far too often, brands forget that their “messages” in and of themselves aren’t always compelling to someone who doesn’t work there… Would you care if you got an email [from a company in which you have no professional interest] asking you to like its Facebook page so you could get ‘exclusive’ access to its new commercial?

Christopher Barger, in The Social Media Strategist

Disclosure: Christopher is a current colleague of mine at Porter  Novelli

Bloggers and sites need revenue to survive… so sponsored content and links are a norm we have become used to. Most web users understand and appreciate its place to help support the content and engagement they love… they grasp that flexible online business models are integral to quality and innovation. But the key from a publisher’s perspective and any brand placing content – is disclosure. iVillage is currently doing this in a neat way on its home page – highlighting, and tactfully disclosing content on its site that provides a revenue stream via sponsorship:

For formal guidance on staying within the law when sponsoring content or bloggers online, follow the links below:

As a marketer on Pinterest for your brand or organisation, there are 5 key engagement options for your activity:


This blog is about utilizing and optimizing the social web for business, pleasure and social change

My tweets

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

Enter your email address to follow this blog and receive notifications of new posts by email.

Creative Commons License
This work is licenced under a Creative Commons Licence.

The views in this blog do not reflect that of my employer
Advertisements