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Embracing enterprise social software and social network analysis – Gartner’s near term predictions on Enterprise 2.0

Posted by John Horniblow on Feb 10, 2010 in General, Social Media Marketing, User experience

Last week Gartner released five predictions for social software for 2010 and beyond. What is interesting for me is that the fast moving, consumer driven, internet always finds itself leading the technology shifts that are ultimately or stubbornly embraced by IT departments for the remodeling of enterprise communications, information exchange, information publishing and distribution. Enterprise 2.0 while in its nascent days has had a steady stream of adoption inside a large number of companies. They have adopted certain collaborative and social technologies into or in addition to their existing intranets, team rooms etc. The emulation of the consumer web inside companies allows the speed and ease of information distribution and social communication and work collaboration inside enterprises to increase significantly . These can be enterprise to employee or employee to employee communications or working groups spread across many locations.

Gartner predicts that :

1. By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.

“Greater availability of social networking services both inside and outside the firewall, coupled with changing demographics and work styles will lead 20 percent of users to make a social network the hub of their business communications. During the next several years, most companies will be building out internal social networks and/or allowing business use of personal social network accounts. Social networking will prove to be more effective than e-mail for certain business activities such as status updates and expertise location.”

Read more…

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IFood assistant : Kraft’s killer IPhone application

Posted by John Horniblow on Mar 5, 2009 in General, Mobile and wireless, User experience

Who would have thought that a food company could sell an iPhone Application  not just for ordering its product?
kraft ifood assistant
The iFood assistant developed by Kraft,  the world’s second largest food company, has turned the tables in mobile marketing for FMCG. Kraft is currently enjoying a rather prominent promotion on Apple’s website and in the App Store, which features video interviews with executives involved in the app’s development.

What’ s great or interesting about this is that Kraft has looked at where it adds value to the its on shelf products and developed a consumer proposition that is purely experiential and consumer focussed. Kraft tapped into its pre existing content base of recipes , cooking videos , add the notion of a meal planner and then added a store locator . The lessons for marketers based on Kraft’s success with this iPhone application are many and that the consumers brand experience goes well beyond the product on shelf , or at home in the kitchen or the real moment of truth when its consumed . The experience can manifest as useful helper in everyday activities. Its about the brand but all   all the services and value added content surrounding the brands , packaged as a “paid for” but highly useful portable electronic assistant that is “always on” in your pocket or bag. One touch away. Its also that fact that it is a conduit or exclusive channel for brand communications that can be entertaining and engaging and that it can extend offers , and potentially coupons as well.

kraft recipes

Kraft is cleverly  delivering its brand through the application, and using it as a advertising platform but it’s also driving new revenue streams from its cut of sales on the App Store — its a shining star in the field of branded iPhone applications. Why? because user experience is centred around  and wanted  valuable services and their  info-tainment value , not just being branded advertising app.  

View Apple’s co branded article about Kraft  

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The internet roadmap – IA Japan’s trends map for 2009 is coming soon

Posted by John Horniblow on Feb 23, 2009 in Design, General, User experience

The internet may be amorphous machine , somewhat chaotic it breadth and depth but it also lends itself to very fast and quick generation of trends and directions in human communications and  where and what people do virtually is able to be mapped  as lines , hubs, converging rails and directional lines. 

Tokyo subway map

Tokyo subway map

With 882 stations on 14 lines, Tokyo’s subway system is one of the largest — and busiest — in all the world. The system map is a twisted mass of lines and stations. Consider this : Shinjuku  one of the largest — and busiest stations  in the world  is the main hub for 12 different lines that link central Tokyo and its western suburbs. Approximately 3.6 million people pass through the station each day. It has four concourses, eight department stores, three dozen tracks and more than 200 exits.

The images I  hold in my mind have of the Tokyo subway system are nothing short of mass commuting on a grand scale with little or no respect personal space and that my idea of crowded pales as comfy . The western concept  of the having an invisible barrier that creates an magic space or outer boundary  around your body  goes out of the window when you hear of  whited gloved station attendants, called oshiya – literally, “pusher” politely but firmly shoving people into the cars or  with special human” herding sticks”  to  squeeze commuters onto already seemingly full trains. Its a remarkably efficient mass transit mover  of wave of a humanity , impersonal , raw and sprawling.

internet trends map

 

The  Tokyo Subway analogy  of where internet traffic and trends converge is  wonderful metaphor upon which to begin to put order to the sheer number of cyber commuters , the convergence points of traffic and communications , the conjecture , the posturing , the speculative and the inherent generational morphing that occurs in pockets on the net and then spreads. Information Architects Japan produced a 3rd version of the the map in 2008   ( see above ) presented as an isometric landscape with two layers: one showing the brand evaluation of the main sites, and other layer their interface or usability. The map has changed from the original two maps that looked graphically  like the current Tokyo subway map. 

 What is interesting to note is that map evolves each year and and sites can move from station to station  based  upon a subjective or even and analytical prediction of their importance, business play, style , audience  and get placed on the map  relative  to the actual physical station it surrounding real estate and it core commuter. 

The telling things in 2008 map as noted by IA Japan  were : 

Google - The Center of the Center: 

“In terms of traffic, Tokyo station is the center of Tokyo. That’s why Google (which is slowly becoming a metaphor of the Internet itself) has moved from Shinjuku to Tokyo Station. Google continues to push new modules into the main lines in an attempt to occupy the center circle.” 

trendmap3-google

Dataportability : Unknown, But… : Dataportability.org in Uguisudani

” If things turn out as they seem like they’re going to, the newcomer of the year is Dataportability.org. It has become the center of online identity practically overnight. OpenID, Google, Facebook, Flickr, and Plaxo all opened-up and joined this incredible project. Microsoft probably won’t be happy as Passport (or is it “Passport Live?”) now has no significance.” 

Facebook : Just a Hub: Facebook in Nippori

” Facebook has moved to Nippori because, from a broader perspective, Nippori is boring. But it’s still an important station (Nippori is a hub for Narita, Tokyo’s international airport).”  Just as Youtube is an important hub. 

trendmap3-youtube

 

Yahoo : Ya… who? Yahoo in Tabata

” Along with our speculation that the Yahoo brand will move increasingly into the background as an umbrella for more exciting products and brands like Flickr, we gave Yahoo an insignificant station. Flickr, in Nishi-Nippori, is closer to Facebook (also a strong picture-sharing portal) than Yahoo (Yahoo-owned Flickr is a part of Dataportability.org).” 

trendmap3-yahoo 

 

MSN : Moving Towards a Central Node: MSN in Shinjuku

” MSN has moved to Shinjuku. Lately it has increased its network (see: deal with Newsvine and The New York Times). MSN—unlike Microsoft Live—is doing things right.” 

trendmap3-nyt

I wonder where the map will shift for this coming year ? For more information on IA Japan’s forth coming trend map  for 2009 .

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SoundCloud – A new realm in music and social media

Posted by John Horniblow on Feb 13, 2009 in Design, General, Social Media Marketing, User experience

soundcloud

Music is at its very heart  a social media! 

Andy  Cato - “Sharing music has always gone on. It’s giving music away that’s the problem. We wanted to come up with a 21st century version of what we used to do with cassette tapes. When you give music away for free it’s disposable. When you share it, it’s done with love.” 

There is an inherent need for music publishers to create buzz around tracks and artists but also to work in their spheres of fellow producers, musicians and their fans or audience.  So in the artist self publishing  and artist self promotional days , that have the music labels traditional A&R business scrambling, what could be more relevant than a social network of music “taste makers” , musicians, labels and publishers? The emergent answer is ; SoundCloud !!  

In the burgeoning world of social media applications  there is a  launch  of new business concept  everyday, redefining the working practices of many social and professional scenes across all types of businesses.  Music, while being at the forefront of consumer media consumption changes, is no different.  While in its nascent days SoundCloud offers a full social network for the  thriving  music scene based on the simple sharing and following concept. SoundCloud makes it easy for people to send & receive music. Simple as that. What it isn’t is one of those illegal peer to peer file sharing platform that have  all but hijacked the music industry and elevated music piracy to the epidemic level. The promise of music uploading and sharing in this community is that you cannot share music without the consent of the proper right holders and any user sharing music illegally runs the risk of having their account deleted and being reported to the relevant authorities.  You can make your music private or public and shareable. What could be more easy than uploading your latest mixed  track, to your known group of promoters and tastemakers or giving it a limited  public preview or limited public download that could be shared across the social media websites across the world?

 

What I also find appealing is easy to use interface, a simple but effective and non nonsense way of getting at what you are there for , listening to music . This is not a Rhapsody or Pandora like website either , but a more socially driven sharing platform minus any overbearing commercialism . 

The Angel 60 Channels

The Angel 60 Channels

But lets not kid ourselves , not every budding or aspirant  musician or DJ is bound to be a radio star or a pioneer in digital music business model such as The Angel , Radiohead, Prince or Groove Armada. What is clear in this application is that realm of music PR belongs in the hands of its fans and promoters.  ”Social Media”  places the audience at the forefront of PR or word of mouth promotion, playing into the hands of the real evangelists; the buzz creators.  SoundCloud will only grow and mature over time from its early underground days. What interesting to me is that the  age of mix tape or mix CD   is a fading long gone distant memory.

Music and its digital portability has placed it upon the crest  of  the wave of change in traditional medias,  creating an urgent need for the major Records Labels and Publishers to review there very model of business. The new wave of artists and their producers are clearly taking control of their own livelihoods and their media.  

http://soundcloud.comjohnhorniblow

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Branded Content – Social Marketing deal : Groove Armada and Barcardi Rum

Posted by John Horniblow on Jan 22, 2009 in Branded content, Social Media Marketing, User experience, Viral Marketing

Groove Armada and Barcardi Rum deal

groove-armada1

There are “No Rules”  anymore when it comes to the music industry and how band or musical acts market themselves in the digital age. To underscore the changing ways of doing business and the ability of an act taking control of its music and image outside of the “record deal”  -  traditionally label based system, Groove Armada’s deal with Barcardi Rum is unprecedented. Its a pure play “Branded Content”  deal.  The UK based , world renowned DJ  and dance music act Groove Armada, has signed an exclusive one year  recording, DJing and promotional deal with Barcardi.  And it  has the music industry pundits questioning whether its a  ”Sell Out” or another wake call in the ever evolving era of media portability and its impact on all traditional  entertainment media. 

In the 21st Century music scene, with music sales down and the internet transferring power to the artists, their options are wide open. In what could be called a symbiotic exchange or  promotional deal, Groove Armada gets to be promoted and play to new audiences worldwide under the marketing flagship of Barcardi. It is what could be called a branded content  viral or social marketing deal too.  Bacardi is  the facilitator of content or  music sharing, is  associated to a “hip act ” and right in touch with core audience and their media and social habits.  A  four-track EP – the only music to be released under the contract  -  was launched by Tom and Andy Cato at the Midem international music convention in Cannes yesterday.  

The Branded Content – Social marketing deal 

The EP will be delivered through an innovative sharing mechanic called Bacardi B-LIVE Share; a pioneering online application encouraging and rewarding consumers who share Groove Armada’s music from the EP with their own online communities.  Andy Cato says of the model -
“Sharing music has always gone on. It’s giving music away that’s the problem. We wanted to come up with a 21st century version of what we used to do with cassette tapes. When you give music away for free it’s disposable. When you share it, it’s done with love.” 

The first track  has just been released  as a free  download for free from http://www.bliveshare.com , Baracardi’s brand spanking  new music / promotional sharing platform. 

In what is surely  an experiment in Social Media and Viral marketing , to get the other three tunes, fans must share the first with their friends, who share it with their friends, who share it with their friends.

To get the second track, the fans and their network of friends must spread the first 20 times through the website. To get the third, the network must share it 200 times. And for the fourth, the first MP3 must be shared 2,000 times in total.  The originator or ancestor  being able track their spread of music through their social network with a window of six weeks to spread it, after which time all four songs will go on sale through normal digital stores.

The site includes social sharing applications with Facebook , MySpace , blogs , websites , and a call to social  email campaigning.  

 So download your  exclusive Groove Armada track “Go” from me :)  

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