Posts Tagged ‘offline

It is estimated 67% of online searchers are driven to search by an offline channel. Connecting the offline, to the online, and back again, is exactly what Rijksmuseum did here – creating a fantastically shareable video and image, driving immediate and sustained buzz and massive queues at the opening these theatrical types were promoting..

Hat tip: Clairey Ross

On and offline – when there is a surprise, welcome or not, how you respond makes all the difference. For brands and institutions, this can take you down interesting, unexpected and lucrative paths.

Nude Men Leopold Museum

Like Oreos, who achieved 13,734 re-tweets for its Superbowl suggestion to ‘Dunk in the dark‘ after the lights went out. And the Leopold Museum, who has responded to an man stripping off at its exhibition by offering nude viewings of its ‘Nude Men’ collection.

Is it context? Is it content…..? What is communications royalty this week…? Or shall we dispense with three word hyperbole and give ourselves over to wanting, and the reality of needing to manage, it all?

In this case we will need structure, and structure which takes us beyond flat content calendars… toward integrated engagement across all of our earned, owned and paid channels. This can be captured in a calendar which orders our engagement themes and channels and enables us to plan (simply, visually) for balance in what we say and do, in line with our communications strategy.

changes in media (broadcasting to mass participation, towers to platforms, scarcity to abundance) are changing the whole cultural landscape. I would argue that this new landscape affects the context within which we act, even if our actions are entirely offline. It engenders a growing expectation of, and desire for, individual creativity

 Amy Twigger Holroyd

Silhouette of lovers at sunset

I got chatting to a young man, a friend of a friend, the other night. He slowly revealed to me a love affair he was in the early stages of enjoying. But insisted I keep the precise details from our mutual friend. “Because of Facebook.”

The relationship had complications- her divorce is in progress, a young child involved. The man didn’t want our friend to know about his mystery new girlfriend – not because her awareness would be difficult in of itself, but because he worried she would post light-hearted but revealing comments on either of their Facebook walls – that the soon to be ex-husband might see.

In sociological consideration of social media we often contemplate how we censor ourselves in online environments, to avoid comebacks in our professional or social lives. This phenomena arguably results in docile digital users, who temper discourse, consciously and unconsciously, in fear of those watching (with albeit an unequal gaze) who might not approve.

With the imminent switch to Facebook timeline for all users – we are more conscious than ever that what we say, and have said in the past online, may have real-world implications and consequences.

Boy in hall of mirrors

Yet another aspect of this digital/social panopticon is how we adapt our offline activity and discourse, mindful of what might appear online. How we adjust and keep the reality of our lives from social media connections in the ‘real’ world, because we worry about what they will share.

Couple at sunset image via tripadvisor and hall of mirrors via Kulturbot

With the ultimate aim of reducing homeless dogs in the United States – this new ‘Best Friends’ mobile app enables users to upload pictures of themselves to be shown a doggy ‘match’ based on facial characteristics. (Similar to this earlier Doggelganger site)

 The App also provides:  adoptable dog search by zip code, simple giving to help homeless pets, and their  grassroots pledge to start seeing invisible dogs.  The dual purpose of the app is to raise awareness of the thousands of dogs waiting in shelters to be seen and adopted..

Beth Kanter

What the app does well then, is combine multiple information points, ways for people to take action around the core issue, and entirely personalised fun… as for the numbers:

[Beth Kanter] asked Best Friends Marketing Coordinator Claudia Perrone how they were measuring success.   The ultimate KPI, of course, is dog adoptions.  But they are looking at associated metrics such as:  downloads, user comments, sharing, and Google analytics to show dog searches… then data collection (emails and mobile opt-ins), microdonations, and buzz via earned media.

Mobile is more mainstream than ever – are we even saying smartphone anymore? Some of the more exciting technological innovations – now we have explored every size screen for every type of scenario may not start to come from its blending with the everyday objects around us – like footwear.

Adidas social football boot showing data transmitter

These new social football boots from Adidas are about to launch to the general public. They come with their own on board computer that stores data and helps analyse personal performance. As soon as wearers have finished playing, the boots transmit data wirelessly to computer, phone or tablet on speed, distance traveled and top speeds. Professional players will be able to start using the boots from mid-November and from then many of the world’s most celebrated footballers will start sharing their stats with the Adidas community.

GPS-enabled shoe showing data transmitter

GTX Corp in the US have have partnered with footwear company Aetrex to design a shoe specifically targeted at Alzheimer’s sufferers, with a miniature GPS tracking device embedded in the heel. The idea evolved when it became apparent that tracking devices typically used to locate people with Alzheimer’s were being rejected by the wearers, usually because they did not recognize or were suspicious of them. Family members and carers can monitor the wearers of the smart shoe on an interactive map, viewed via their mobile or computer. There is also the option to programme “safe” areas, with a text being sent to a family member or carer if the wearer crosses this boundary.

Taken together one can’t help consider the potential of bringing these two concepts together for the purpose of keeping track of teenage boys. But this, of course, veers rather wildly into the realm of optimally balancing privacy, safety, freedom and compulsive nosiness.

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

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