O2 wagt sich an eine eigene Social Media Plattform

Nach dem kapitalen Missgriff von Vodafone versucht sich nun O2 am Modethema Social Media. Erster Unterschied vorneweg: ohne den richtig großen Rummel wie Konkurrent Vodafone. Denn neben vielen anderen Faktoren waren mit Sicherheit das enorme Budget und der daraus resultierende Mediendruck Faktoren, die Vodafone bei den jungen digital natives als unglaubwürdig und kapitalistisch erscheinen ließen. Letztendlich bekommt der Kunde das Gefühl, dass es seine Handyrechnung ist, die derartige Kampagnen finanziert.
Aber zu O2. Die Brötchen die hier gebacken werden sind deutlich kleiner. Man will Web 2.0 erstmal richtig verstehen, so das Statement von O2 . Das Ziel, den Kunden durch die Plattform einen echten Mehrwert zu bieten ist ambitioniert – gerade in Zeiten, in denen täglich neue Portale aus dem Boden schießen. Doch genau Mehrwert und Relevanz sind die Garanten für den Erfolg von Social Communities. Für den Start der Plattform wirbt O2 auf MTV mit einem TV-Spot. Anlässlich der Europe Media Awards am 5.November wird O2 als Sponsor des Events 150 Tickets über sein Portal www.o2crew.de verlosen.

Schau mer mal was draus wird.

iSnack 2.0 oder Was Crowdsourcing so bewegen kann

Ein sehr netter Artikel über crowdsourcing in Australien am Beispiel Kraft Foods.

Kraft Foods Vegemite

Kraft Foods Vegemite

Aufgeschnappt im Fischmarkt Blog von SinnerSchrader

Hier gehts lang

Ford focusing on consumer generated advertising (to increase authenticity?)

The following article has been posted by David Kiley on BusinessWeek’s „The Auto Beat“ and deals with Fords renewed focus on its 2007 „Drive One“ campaign where they invited consumers to try their cars and share their experiences with the rest of the country.

Advertising: Ford Turns Back To Owners To Tell Its Story

Posted by: David Kiley on October 08

Ford Motor Co. is sticking with its “Drive One” ad campaign launched in 2007, but infusing a little more emotion into the effort. But don’t expect to see people gushing on camera about their Ford.

The automaker is at an interesting crossroads. It clearly has momentum in the marketplace after being the only one of the three Detroit automakers to escape Chapter 11 and government bailout in 2009. Sales of Ford cars and trucks have fallen by 21% to 1.058 million units in the first nine months of 2009, but the brand’s market share rose to 13.5% from 12.5%. The Ford brand’s drop was less than the nation’s top-selling Toyota brand’s 26% drop in sales.

But there is a feeling inside the company that, despite the terrible economy and resulting calamity in the auto industry, Ford’s time is now.

For the past year, the company has been focused on pitching very rational messaging: fuel economy, quality, technology like its Sync telematics system. Ford’s top marketing executive Jim Farley says the strategy has been to keep giving the public rational reasons they need to consider, care about and buy a Ford.

As Ford’s own research shows, too few people associate the feelings of “cool” and “savvy” with the purchase of a Ford. It has to change that, and accelerate its efforts, if it is going to fully take advantage of the present weakness of GM, Chrysler and even Toyota.

The slogan, “Drive One,” has been met with a mostly tepid reaction from the public. It ties into CEO Alan Mulally’s mantra that he has driven into the company—“One Ford.” That refers to the idea every employee must embrace that it is one worldwide company and brand, not a portfolio of companies the way it used to be: Ford North America, Ford Europe, Ford Asia-Pacific, Jaguar/Land Rover, Volvo.

But there hasn’t been a lot of blood flowing to the campaign, or the slogan itself.

The new push on “Drive One” includes several interesting pieces. First, the automaker will begin this week running what will eventually become at least 45 15-second ads on TV and the Net which show real people engaging and talking about some aspect of a Ford. These ads will be overlaid the usual packet of 30 and 60 second ads for models, as well as dealer advertising.

The look, energy and voice of these 15 second ads seem just right. Ford has momentum both in sales and perception, and these very honest and engaging ads come off as breathing some new wind into the sails.

The article can be found at: http://www.businessweek.com/autos/autobeat/archives/2009/10/advertising_for.html

New Mobile Flash Player Announced – Except for iPhone

Adobe today announced the release of a new version of flash 10, specially designed for mobile devices.
This will finally be a one version fits all for mobile phones! The only negative aspect of this announcement: iPhone users don’t get it!
This news even ranked among to tweets on twitter today and causes a lot of consternation. Why not for the innovative or better most innovative of all phones? The problem is rooted in Apple’s iPhone SDK and internal obstacles in the cooperation with Adobe.

BusinessWire today published an article on the issue:

October 05, 2009 12:01 AM Eastern Daylight Time
Adobe Unveils First Full Flash Player for Mobile Devices and PCs
Close to 50 Open Screen Project Participants Support New Browser Runtime for Multiple Platforms

Adobe MAX 2009
LOS ANGELES–(BUSINESS WIRE)–Adobe Systems Incorporated (Nasdaq:ADBE) today unveiled Adobe® Flash® Player 10.1 software for smartphones, smartbooks, netbooks, PCs and other Internet-connected devices, allowing content created using the Adobe Flash Platform to reach users wherever they are. A public developer beta of the browser-based runtime is expected to be available for Windows® Mobile, Palm® webOS and desktop operating systems including Windows, Macintosh and Linux later this year. Public betas for Google® Android™ and Symbian® OS are expected to be available in early 2010. In addition, Adobe and RIM announced a joint collaboration to bring Flash Player to Blackberry® smartphones, and Google joined close to 50 other industry players in the Open Screen Project initiative.

Flash Player 10.1 is the first consistent runtime release of the Open Screen Project that enables uncompromised Web browsing of expressive applications, content and high definition (HD) videos across devices. Using the productive Web programming model of the Flash Platform, the browser-based runtime enables millions of designers and developers to reuse code and assets and reduce the cost of creating, testing and deploying content across different operating systems and browsers. Flash Player 10.1 is easily updateable across all supported platforms to ensure rapid adoption of new innovations that move the Web forward.

The browser-based runtime leverages the power of the Graphics Processing Unit (GPU) for accelerated video and graphics while conserving battery life and minimizing resource utilization. New mobile-ready features that take advantage of native device capabilities include support for multi-touch, gestures, mobile input models, accelerometer and screen orientation bringing unprecedented creative control and expressiveness to the mobile browsing experience. Flash Player 10.1 will also take advantage of media delivery with HTTP streaming, including integration of content protection powered by Adobe® Flash® Access 2.0. This effort, code-named Zeri, will be an open format based on industry standards and will provide content publishers, distributors and partners the tools they need to utilize HTTP infrastructures for high-quality media delivery in Flash Player 10.1 and Adobe® AIR® 2.0 software.

To learn more about Flash Player 10.1 and to see video demos visit Adobe Labs.

“With Flash Player moving to new mobile platforms, users will be able to experience virtually all Flash technology based Web content and applications wherever they are,” said David Wadhwani, general manager and vice president, Platform Business Unit at Adobe. “We are excited about the broad collaboration of close to 50 industry leaders in the Open Screen Project and the ongoing collaboration with 19 out of the top 20 handset manufacturers worldwide. It will be great to see first devices ship with full Flash Player in the first half of next year.”

„We are excited to join Adobe and other industry leaders in the Open Screen Project,“ said Sundar Pichai, vice president of Product Management at Google. „This initiative supports our common goal to move the Web forward as a platform and to spur innovation in the industry through technology such as Adobe Flash.“

“Adobe Flash technology provides a key experience on new Windows phones, enabling people to enjoy rich Flash based games, videos and other interactive Web content on the go,” said Stephanie Ferguson, general manager, Product Management, Microsoft Corp. “We look forward to bringing in the new capabilities of Adobe Flash Player 10.1 to the Windows phone browser when it becomes available.”

“Motorola is excited to be one of the first handset manufacturers to ship Android based devices with Flash Player support early next year,” said Christy Wyatt, vice president of software applications and ecosystem at Motorola. “As the No.1 platform for video on the Web, uncompromised browsing of Flash technology based content is essential for a rich mobile experience and something users expect from Motorola today.”

“As a longtime partner of Adobe, and more than 400 million Nokia phones shipped with existing Flash technology to date, we are excited to see Flash Player becoming a reality for mobile phones and other mobile devices,” said Purnima Kochikar, vice president, Forum Nokia. “Nokia is excited about full Flash Player coming to devices and we are committed to supporting Flash Player 10.1 on mobile devices in 2010.”

Open Screen Project

Led by Adobe, the Open Screen Project includes close to 50 industry leaders working together to provide a consistent runtime environment across mobile phones, desktops and other consumer electronic devices. The initiative addresses the challenges of Web browsing and standalone applications on a broad range of devices, and removes the barriers to publishing content and applications seamlessly across screens. Participants of the initiative include Antena 3, Atlantic Records, ARM, BBC, Burda, Cell, Chungwha Telecom, Cisco, Comcast, Conde Nast, Daum, Disney Interactive, Fox Mobile, Google, HTC, Intel, LG Electronics, Lionsgate, Marvell, Motorola, MTV Networks, NBC Universal, Nokia, NTT DoCoMo, NVIDIA, OpenTV, Palm, Paramount, QNX Software Systems, Qualcomm, Stern.de, RIM, RTL, Samsung, Sony Ericsson, Texas Instruments, The New York Times, Toshiba, Verizon Wireless, Ziilabs and many others.

CEOs from ARM, Broadcom, DoCoMo, Google, HTC, Motorola, NVIDIA, Palm, QUALCOMM and RIM discuss how they’re bringing Flash Platform technologies to their devices and platforms as part of the initiative. To watch the videos and for more information about the Open Screen Project visit www.openscreenproject.org/about.

About Adobe Flash Platform

The Adobe Flash Platform is the leading Web design and development platform for creating expressive applications, content, and video that run consistently across operating systems and devices and reach over 98 percent of Internet-enabled desktops. Flash Player 10 was installed on more than 93 percent of computers in just the first ten months since its release. According to comScore Media Metrix, approximately 75 percent of online videos viewed worldwide are delivered using Adobe Flash technology, making it the No. 1 format for video on the Web. Major broadcasters and media companies including Disney.com, MLB.com and DIRECTV rely on the Adobe Flash Platform for delivering video on the Web and the platform powers social network sites such as YouTube and MySpace. For more information about the Adobe Flash Platform visit www.adobe.com/flashplatform.

About Adobe Systems Incorporated

Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.

Adobe® and Adobe Flash® ™ are trademarks of Adobe Systems Incorporated. Any other trademarks or trade names mentioned are the property of their respective owners.

Source: BusinessWire; the article cited here can be accessed under: http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20091004005070&newsLang=en

For German-only readers, here is the link to Chip Magazine which also offers an article on the issue: http://www.chip.de/news/Flash-Player-10.1-Fuer-alle-Geraete-ausser-dem-iPhone_38325912.html

Can’t wait to pimp my Nokia!

Niagara Falls in Motion

Time lapse technique and the rare luck of living close to one of America/Canada’s natural sights…

Niagara Falls in Motion from Matthew Wartman on Vimeo.

Six Reasons Companies Are Still Scared of Social Media

Yes, These Fears Still Really Exist

Whether it’s time-wasting employees or worrying that haters will damage your brand, many corporations still fear the effects of engaging in social media.

Employees will waste time with social media.
Many large corporations block their employees from accessing the internet altogether. Others try to block employees from accessing personal e-mail or social networks such as Facebook during work hours.

In May 2009, according to eMarketer, there were 29 million smartphones in the U.S. That’s a lot of internet access available to workers everywhere — and employers can’t stop them from accessing the internet on breaks, at lunch, in the bathroom, you name it.

The value to workers of having internet access — in terms of research, communication and speed — is far greater than the threat of lost productivity. Companies have a right to make policies and rules about personal use of the internet, but blocking it during work is just stupid.

Haters will damage our brand.
„What about the haters?“ is the first question that comes up at my corporate and conference social-media workshops. „What if people say bad, mean, nasty things about our brand?“

Well, there may be things you need to change about your brand, and in that case, you should thank them for letting you know what they are. Then you should make changes.

If you have built an online community that includes people who don’t hate you, that community will rise to your defense and they will handle the problem for you.

We’ll lose control of the brand.
Listen up: Every person with a computer and even a tiny skill level has the tools to make their opinion about your brand heard by other people. They’re already talking about you.

Message control is an illusion. Give it up.

Your workers are talking about you in closed Facebook groups designed to keep you out so they can talk about you in peace. Your customers are e-mailing, using Twitter and Facebook, and — that old standby — calling their friends about their experience with your brand. You don’t have control. You might as well join the conversation. At least that way you can influence what is being said.

Social media requires a real budget. It’s not really cheap, or free.
While many social media tools are free, knowing how to use them takes experience and perspective.

The boss‘ friend’s high school or college kid can’t integrate social media into the company’s overall marketing. That requires experience and perspective. Having a large social network and a stellar online reputation helps too.

Just as there are carpenters who can knock together a bookshelf and master carpenters who can create objects of genuine and lasting beauty, there are thousands of social-media gurus (of all ages) who’ve never worked for an actual client. Hire them at your own peril.

Geoff Livingston said it beautifully in a recent post:
„Parroting and/or reporting what you see on the Internet does not equate to actual savoir faire. Nor does it make someone fit to offer insights or counsel.“

We’re scared we’ll be sued.
Oh puh-lese. Next!

we’re scared of giving away corporate secrets or that information on social networks will affect our stock price.
If you don’t already have a social-media policy, you need to create one.

If you don’t trust your employees to talk to customers, or to represent the brand, you need to look at 1) your hiring practices, 2) your training practices.

B.L. Ochman

Source: http://adage.com/digitalnext/article?article_id=139234
Posted by B.L. Ochman on 09.24.09 @ 10:07 AM
B.L. Ochman is a marketing strategist and blogger and can be found Twittering, at WhatsNextOnline.com or with her newest venture, Pawfun.com.

Mercedes-Benz ermöglicht IAA Live-Talk

Anlässlich der diesjährigen IAA PKW in Frankfurt bietet Mercedes-Benz diesmal auch den „Daheimgebliebenen“ die Möglichkeit sich mit Experten über die Modelle und Techniken auszutauschen. Via Live-Chat können User mit den Moderatoren vor Ort kommunizieren, an Umfragen teilnehmen, Fragen stellen,…
Der IAA Live-Talk ist noch bis einschließlich diesen Mittwoch unter folgender URL zu erreichen:


IAA Live Talk

IAA Live Talk

Timberland UK website

Timberland shoes are timeless.
But also freakin expensive in Germany.
While in the US they charge you $100 for the classic 3 Eye, UK charges GBP 105.00 and Germany crowns it all with an average store price of EUR 150,00.
When checking for the right spelling of the classic 3 Eye, I found out that the UK and US website are quite similar with the tiny difference that the UK offers not only the possibility to send an email to a friend, but also to rate a product, recommend it and even share the link to it on facebook, digg and delicious. Pretty Web 2.0 for a classic brand such as Timberland. The consumer is openly asked for his opinions and level of recommendation.
However, what I did not understand that these features are not offered on the US website. Or did I miss it?

Anyways, check out the UK website of Timberland for yourself to see how it works.

Vitamin Water activates consumers for new flavor search

The well-known premium brand Vitamin Water is now using crowdsourcing / social media techniques to identify new flavors. The idea behind this and numerous similar actions to reduce the risk of a failing product innovation. Marketers love to point out the only a small percentage of new products is there to last – most do not survive the test phase.
As it traffic to a corporate website is often only generated by banner ads other forms of buzz, Vitamin Water went straight to where consumers dwell – facebook.
Here Vitamin Water created an implant idea platform in the shape of a facebook application. It allows users to mix given flavors and develop an appropriate design in order to find the next big seller. Fame will not be the only reward here. The winner also receives $5.000 in cash.

Here is more info: link

A very nice overview of social media marketing examples

Peter Kim offers a really good and inspiring overview of how social media, one of the recent buzz-words of marketing, has been successfully applied among various companies.

Here’s the link to his blog „Being Peter Kim