I came across this eye-popping infographic from the folks at econsultancy and had to share it. It depicts the roles of mobile usage in consumer shopping.
What struck me is how mobile is changing the inputs that shape our intent to purchase. Check out the “methods to gather information” section. How many of these apply to your daily life? If you’re like most people, this looks spot-on as a snapshot of typical uses for mobile.
Most brands use Facebook like another brochure, failing to capitalize power to get people to jump in with their own content. But this campaign from a European orange juice company is one of the most clever uses of Facebook I’ve seen. It encourages the idea that a smile has power—the power to squeeze orange juice that is. The more users smile, the more juice gets squeezed in real life.
The cause-marketing overlay is a little weird. The company allows users to choose a charity to receive the juice. Well, logistically, that’s a burden for many non-profits. The numbers speak for themselves: the FB page got 30,000 new likes, over 20,000 photos uploaded and 40,000 fresh oranges were squeezed.
There was also a level of personalization. The user's name was printed on the machine digitally as they used the app and watched the video. Terrific recipe for social engagement. Breaking it down, the campaign ingredients combined to make users feel good--smile--get some immediate gratification by watching their participation make something happen (product being freshly squeezed) and sharing photos of themselves and recruiting friends for the same.
Hat tip SimplyZesty
When I was younger, I wanted to be impervious to heartache. I was careful in my personal relationships to maintain just a little cool remove.
Emotional risks, like those that go along with failure and falling on my face, were reserved for my work life. Compartmentalizing in this way would cushion me from unnecessary pain, I reasoned.
Turns out, it had the opposite effect. Being too cautious meant I didn’t cultivate the antibodies that would make my heart more resilient.
A few years ago, the circumstances of my life forced me into a corner about this matter. I emerged from the tussle ready to risk a little more to allow myself to feel more powerful emotions. This business of “getting in touch with my feelings” wasn’t automatic. Sometimes, deeper emotions are neither secret nor obvious.
Next month, I’ll give a talk at an event where author Brene Brown is also speaking. If you haven’t checked out her popular TEDx talk, please do. Brown makes a convincing case for how being vulnerable makes us stronger. I very much look forward to meeting her.
This past weekend, I took a big emotional risk. The results were inconclusive. Ordinarily, I would have been devastated. Instead, I told myself that few things are in my control, and the whole point is to wade into life up to my nostrils. That means allowing my heart to be submerged as well. Okay.
Is this what is meant by work-life balance?
With summer in full swing, it got me thinking about how digital marketing is joining up with outdoor experiences. Marketers are discovering ways to stand out by showing up in public places using interactive storefronts, shelters and touch screens. As part of pedestrian life, these experiences surprise and delight. They also help a brand create a sense of community while expressing the brand’s personality.
Check out these three great examples that engage consumers using digital interfaces for unexpected experiences in everyday life:
Diesel
A storefront becomes a way for consumers to put themselves into the scene. Is it art or is it advertising?
See more examples in the full article, posted at MENG Blend.
Permission and privacy are walking hand-in-hand. This is good news for brands. A new bill proposed by U.S. senator Al Franken, calls for users to be allowed to grant explicit permission for companies to access their location data in order to advertise to them. No longer would users of iPhones, for example, have to surrender their location info by default when selecting an cool app.
What Franken’s bill proposes is that there be a stage whereby the user grants consent for their location information to be shared with third parties which, if passed, could have a huge impact for location ad providers on mobiles. The proposed bill would affect both service providers and developers.
It’s gratifying to see that privacy has finally taken hold as a new norm in digital culture. It took a while. Think back on how often people quoted Scott McNealy's admonition dissing the movement toward privacy: “Privacy…get over it!”
Now, for the first time, a bill has been proposed in relation to mobile privacy and it represents an important shift as we move to a permission-based economy. The bill is titled the "Location Privacy Protection Act of 2011" and the title alone shows how pervasive local social networking has become and the legal implications this has as the service develops.
Franken’s bill could set the tone for making privacy and permission a required combination in the digital economy, which will become paramount as social media marketing develops.
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| Photo by jenlen |
I watched the Tony Awards last night. I lamented how few of the plays I'd seen. In honor of "Priscilla Queen of the Desert" I share this trippy video of a 9 year-old boy dancing to "Vogue". It's from 1991. Maybe he was rehearsing for a musical that was yet to be created?
ME AT NINE, PERFORMING TO MADONNA IN SUMMER '91! from Robert Jeffrey on Vimeo.
There’s a new reason to love living in Chicago during the summer: the new Jane Addams Hull-House Seed Library. It’s the first-of-its-kind library that lends heirloom seeds. By filling out a library card, I will have access to the seeds, reference guides and urban gardening workshops.
The Seed Library is similar to the conventional library. Instead of checking out books, seed library users can check out regionally adapted seeds and grow their own fruits, vegetables, herbs, and/or ornamental flowers.
At the end of the season, users are asked to save the seeds and return them to the library. What a terrific exercise in community building.
These small acts of community building are worth watching. They represent deeper consumer yearnings to thrive by sharing. Rachel Botsman, author of What's Mine is Yours: The Rise of Collaborative Consumption, notes how the internet has facilitated the ability to share resources, including time and skills, with communities both local and global, and encouraged a shift in how we consume.
I plan to join the Seed Library. And I plan to watch how the concept takes…and if it sprouts a new spirit of community.
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When the Southern Theater in Minneapolis cancelled several shows due to financial distress, ICE still brought the concert to the people, with the help of WQXR and MeerkatMedia.
This was the program they had scheduled for their live concert in Minneapolis, including two world premieres developed through the ICELab program.
Live from the Brooklyn-Queens Expressway | ICElab from ICE on Vimeo.
Disclosure: One of our LitLamp staff serves on the board of ICE.
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| Photo by Werwin15 |
