VINES THAT GIVE YOU LIFE

There is probably nothing more uncomfortable than being in the middle of an inside-joke where you have no idea what they’re talking about. Awkwardly sitting there and grinning whilst they chuckle away.

When your teacher asks how you’re going with your assessments…

I’ve suffered far too many of those situations as my best friend is a self-confessed meme-and-vine addict. She’d make these references and re-enactments of iconic videos which I simply never understood.

“Have you seen that meme/video?!” Not being a meme-lover myself, she’d excitedly jump onto YouTube and hunt down those “hilarious” videos which in my opinion (an emphasis on ‘in my opinion’) are blatantly stupid.

Procrastination mode kicks in…

“How on earth did these 10 second videos attract millions of views around the world?”

In Ted Talk episode “Why things go viral”, author Kevin Allocca identified and explained how tastemakers, community participation and complete unexpectedness are the three factors that has contributed to the development of a “new kind of media where the audience defines its popularity.”

Furthermore, author of “Contagious: Why Things Catch On”, Jonah Berger discusses about the six STEPPS (Social Currency, Triggers, Emotions, Public, Practical Value, Stories) that brands and companies could apply to enhance the probability of their content being shared.

With the attention span of humans decreasing from “12 seconds to eight seconds” (shorter than a goldfish. Scary isn’t it?) contributing to the shift of memes and vines. Why sit and watch an hour long show when you can squeeze in almost 300 clips, on the go!

A summary of Jonah Berger’s six STEPPS to increase your brand’s chances of being shared.

***** WARNING: GET THOSE TISSUES READY *****

Not-for-profit organisation, Ad Council launched a campaign in 2015 “Love Has No Labels” with the objective to tackle public issues and challenge the traditional ways of thinking and bias. The idea that love has no gender, no race, no religion, no disability and no age.

Ad Council wanted to spread a message core to themselves, but were confident that the viewer would connect and believe in too. With more than 164 million views, 40,000 user-generated-content, and receiving an Emmy for Outstanding Commercial- their risk paid off. Their strategy of incorporating user-generated-content enabled their campaign to be more than just a campaign but a community where people felt safe, where people could contribute to the organisation but more importantly, where people could celebrate their love.

Ad Council campaign “Love Has No Labels” in 2015.

A quote from “Seth Godin’s” Ted Talk that seemed impossible to forget was that,

“the riskiest thing you can do now is be safe. The safe thing to do now is be at the fringes– be remarkable.”

And I think in the case of Ad Council, they have truly done that.

Can you guys recognise any elements of Berger’s six STEPPS within the Ad Council campaign?

Human Addiction

My procrastination game was on another level this weekend, but I found my brain wandering off to Professor Alexander’s Rat Part-addiction experiment while I was pondering about “brand communities”. I wasn’t exaggerating about my procrastination levels, but hear me out.

TEDx Talk episode “Everything you know about addiction is wrong” presented by author, Johann Hari explores the potential solutions to overcome the worldwide epidemic of drug addiction suggesting that rats who are placed in “Rat Heaven”-(an environment full of lavish cheeses, a playground, and companionship) neglect the drug-infused water and hence avoid forming an addiction. Hari draws a connection between having a meaningful life and combatting addiction. My brain started ticking. I could see a strong connection between the importance of companionship and brand communities. Particularly in the context of human connection. Hold that thought!

Australian duo, Stephanie Claire Smith and Laura Henshaw’s “Keep It Cleaner” health and fitness business encompasses the notion of brand communities – creating valuable experiences for their followers. Empowering and connecting women across all ages who have shared interests and common goals to improving their lifestyle and wellbeing, Making themselves stronger and happier by working together.

In a podcast episode “The Small Business Big Marketing Show with Timbo Reid”, the pair explored the nature of “rawness” that is achieved through a strong presence on social media such as Instagram. Providing insight into their personal lives away from their business through the use of stories and live videos. By posting relatable real life content from breakout pimples to serious health issues this allows entrepreneurs to connect to their audience on a genuine human level forming a meaningful bond to eradicate any sense of hierarchy or pretence.

*Australian girls, Stephanie Claire Smith and Laura Henshaw*

Their marketing strategy? Making you feel a apart of community, a socially media haven. From actively responding to feedback, appearances at fitness expeditions, daily workouts and posts, an affordable food line at local supermarkets and eBooks with nutritious recipes. These marketing affiliations not only influence their brand but allows consumers to become involved in the “Keep It Cleaner” community and lifestyle at their fingertips.

Creating a meaningful niche for online consumers parallels the “rat heaven” created in the experiment and similarly keeps individuals craving human connection through various platforms. If it is strong enough to combat drug addiction human interaction and sense of belonging is strong enough to sell anything.

Enlighten me with your thoughts. Let’s pick our brains together.

Yours truly.

Social to Soulless

Cruising at 30,000ft last weekend to Gold Coast, I decided to indulge in a podcast called Marketing Reimagined: Why Marketers Must Change Now. The 46 minute audio conversation between host, Michael Stelzner and social media strategist, Mark Schaefer left me feeling anxious and empty.

The discussion began by dissecting the biggest challenge marketers face today, the imbalance and loss of control between consumers and businesses. How? One word. Our worthy friend technology. That wouldn’t come as a surprise to anyone I’m sure. But the rapid advancement of technology has revolutionised the advertising world through the use of cheap shortcuts and automated algorithms taking the “social out of social media“ and turning this grand opportunity “soulless”. Fourteen minutes into the podcast and after Schaefer’s spiel, my soul completely shattered into a thousand tiny pieces. He adds to this daunting passage by describing social media marketing as another strategy to “repurpose ads” and “weaponise influencers”. The core purpose to create an environment that feeds unhealthy habits that are becoming “intoxicated with technology”.

Another moment in the conversation that seemed unforgettable was Schaefer’s ex-professor, Dr. Philip Kotler explaining that “marketing is a combination of psychology, sociology and anthropology. All things human.” Yet somehow today we’ve lost the fundamental aspect of our sector – human connection. This prospect, or perhaps reality is somewhat depressing. Yellow Social Media Report 2018 reveals that sales and marketing remain the primary drivers for many businesses. Are we blatantly missing the point here? Why don’t we join forces? Social media, technology and organisations should unite, with a strong emphasis on rebuilding meaningful relationships and recreating valuable experiences by brands to their consumers.

As the discussion wrapped up, I couldn’t help but feel disheartened. In agreeance with Mark Schaefer’s comment, how have we not eradicated or even alleviated this problem yet? The progression of social media and technology is unstoppable and we would be naïve to think otherwise, so maybe marketers need to re-strategise. Stop selling and start story-telling!