Saturday, 17 December 2011
Thursday, 15 December 2011
Tuesday, 13 December 2011
Tuesday, 6 December 2011
Friday, 2 December 2011
Conventional wisdom holds that consumers will only talk about cool, new products they find interesting, and talk about them in a way that will be beneficial to their social currency. Berger and Schwartz characterize this as online behavior—in digital settings, consumers are more aware of being watched by peers and, therefore, are motivated to post about brands that will be well-received by others. They call this "motivated transmission." (Klout score, anyone?) And yes, the study has a methodology for identifying "interesting" products.
The study finds that the biggest driver of discussion is the accessibility of a product. People naturally talk about what they see and what's top-of-mind. The drink in your hand, the package on the table and the makeup on your face may not be as interesting as a shiny new tech device, but they are discussed far more frequently.
People can't say much about your product if they haven't used it. The study found that product samples generated the greatest increase in discussion. Not because consumers felt a need for reciprocity, but because they must have first-hand experience with the product to understand what it can do.
Through various cues and triggers, marketers can make products more accessible. Branded items such as stickers, hats and T-shirts expose brand messages in natural conversation. While not critical to a social-marketing campaign, they can help. The study associated using branded giveaways in campaigns with a 15% increase in word-of-mouth.
Consumer discussion about products isn't a matter of chance. It happens every day to almost every type of product. The good news is that marketers can impact how often, and for how long, their products are the focus of conversation. Go ahead—your customers are waiting for their cue.
Thursday, 1 December 2011
'Harry Potter' park to Universal Studios H'wood Wizarding World comes to West Coast after Florida success
Nokia created this free light show projected onto London's Millbank Tower, on Monday to promote the launch of its Lumia 800 with Windows phone.
Each of the 120m high building's 800 windows were covered with vinyl as 16 projectors beamed 3D images onto the structure. Huge butterflies flew across the London skyline and the tower was twisted, pulsated and even fell down. The show was accompanied by music from producer deadmau5, who created exclusive remixes for the performance.