Building a Passion Brand: Key Findings and Insights from our 2013 Global Advocacy Study – vía @socialogilvy


“All human actions have one or more of these seven causes: chance, nature, compulsions, habit, reason, passion, desire” – Aristotle

When we think of how people express passion for a brand, do emotions trump reason?

We know brand advocacy is hugely important to making marketing more relevant and effective.  And advocacy via social channels is especially valuable because of its tremendous potential to scale.

But what really drives people to express their passion for a brand through advocacy in social media?   Our newest Social@Ogilvy research – the most comprehensive study of global social advocacy to date – analyzes millions of social brand mentions to help us better understand advocacy for brands online.  The data – which includes about 7 million mentions of 20+ brands and 8 feature films across 4 countries including China, Brazil, UK and US – provide us with insights and clues on how to build brand advocacy.

Here are some key findings:

1) Brands are largely failing at driving advocacy in social media.  Most brands are driving very low social advocacy from their satisfied customers. It’s estimated that less than 5% of satisfied customers advocate publicly for the brand on social channels.  This “social advocacy gap” represents a huge opportunity to improve marketing’s efficiency and effectiveness.

2) Practicality trumps emotion.   Overall, advocates in all four countries were more likely to talk about product features than benefits, cost (or deals/savings), customer service or ads.

3) True passion is rare.  For most brands, the majority of mentions were casual. In the US, only 2 brands had over 50% of mentions falling in the most enthusiastic advocacy category (love, excitement, must-do or buy). And these 2 brands had even more enthusiastic advocacy than blockbuster movies like The Avengers and The Hunger Games.

Based on these findings, we’ve come up with 5 key recommendations for brands interested in tackling the social advocacy gap. Take a look through our study to learn more about how brands can turn advocacy into passion.

A special thanks to Mark Bonchek at Think Orbit, for providing some invaluable suggestions on an earlier draft of our study.

 

Don’t Let Meetings Suck Your Time


 |  | inc.com

Six reasons why I hate meetings, and what you can do to make them more efficient

Employee sleeping during meeting, man in pink shirt and glasses

 

I was recently out to lunch with a few colleagues who work at a very cool company. The CEO of their company had left, and the second in command had taken over. They like her, but they said the number of meetings they’re required to go to now has doubled.

They were describing my hell.

Now, I don’t think that meetings are completely useless. But I do think that most companies have useless meetings, including my own. And the people at my company, VerticalResponse, will tell you that they know how I feel.

Why do I hate meetings? Let me count the ways. Leer más “Don’t Let Meetings Suck Your Time”

Marvel Studios presenta sus próximos proyectos


Avatar de Pepe Flores

  (Perfil)| http://alt1040.com

Marvel Studios ha revelado la parte dos de sus lanzamientos en cine. Como recordamos, la parte uno incluía las cintas individuales de Iron Man, Captain America, Thor y Hulk para culminar con The Avengers. Ahora, en la San Diego Comic-Con, el panel del estudio ha mostrado un poco de lo que viene:

Marvel Studios presenta las novedades de su fase 2

Thor: The Dark Reign

Bajo este título se lanzará la secuela de Thor. Aunque no se ha desvelado mucho sobre la trama, el nombre sugiere que se basará en alguno de los Nueve Reinos; específicamente enSvartalfheim, tierra de los Elfos Oscuros. Otra de las especulaciones interesantes es que esta cinta tendrá como antagonista a Malekith, quien sería encarnado por el actor Mads Mikkelsen; así como a The Enchantress. Thor está programada para estrenarse el 9 de noviembre de 2013.

Captain America: The Winter Soldier Leer más “Marvel Studios presenta sus próximos proyectos”

‘The Avengers’: The First All-Star Movie By Design


Mashable.comThe Avengers

Jeff Gomez is CEO of Starlight Runner Entertainment, a New York based production company that consults with Hollywood studios on some of their most popular entertainment franchises. Follow him @Jeff_Gomez.

With some industry observers projecting global box office revenues as high as $2 billion for The Avengers, it’s clear that the film is an unprecedented success. Many have pegged Marvel Studios franchise producer Kevin Feige’s creative and strategic approach in building a shared “story world” out of a series of movies (Iron ManIncredible HulkIron Man IICaptain America and Thor) that coalesced into a kind of all-star movie in Joss Whedon’s Avengers.

But contrary to popular belief, this is not the first time a mess of heroes (or anti-heroes) have been assembled in the service of a greater purpose‚ or multiple revenue streams.

Our love of team-ups, in fact, dates back to the Stone Age. Early man imbued all things around him with animus, and the coolest things — the sun, the moon, the ocean — were either the incarnations of, or controlled by superior beings, gods. It was just a matter of time before pantheons formed, relationships got complicated, and villains arose to challenge the benevolent.

Crafting For Greatness

So what makes Marvel’s Avengers different from all of these previous mash-ups? A few things, actually. By all accounts, Kevin Feige and his team laid out a vision for how every Marvel movie would dovetail into the others, each introducing characters and elements that come into play in the others, all building toward Avengers.

No writer, director or studio exec had incorporated this level of planning into how his or her franchise would unfold and interlock, not even George Lucas for his Star Wars movies.

In addition to somehow skirting all the reasons why such an endeavor could not be possible under contemporary Hollywood business and creative constraints, Marvel Studios also played the technology and digital distribution cards like no other in history.

Armed with the knowledge that their superheroes are the closest things we have to a godlike pantheon, Marvel worked triple-time over the several years to dust off these characters and reintroduce them to the world. Animated series, chapter books, action figures, video games, Blu-rays loaded with crash courses in Avengers lore, even a million-dollar Facebook game that mixed X-Men and Spider-Man into the four-color stew. We were set up like ten-pins and Avengers, as recounted by the cleverly chosen Joss “Homer” Whedon, could only bowl us over.

Here’s both the takeaway and the challenge studios face in the wake of Avengers: a well-known and coherent story world is a rare and precious thing, and there is great power in a grand unifying narrative.

Replicating Success

The threads that tie 20th Century Fox’s X-Men franchise together are loose at best, with various filmmakers fraying even those with different, often contradictory takes on the material. Warner Bros. approach to the DC heroes has been almost entirely auteur-driven, with Batman, Superman and Green Lantern existing in entirely different universes. It will be some years before any of those characters can meet on the big screen, even if the studio wanted them to.

We experience a certain kind of exhilaration when our gods unite toward a common purpose. That’s why we have All-Star baseball games, and why we’ll forever remember how Bruce Springsteen, Stevie Wonder, Willie Nelson, Michael Jackson, Tina Turner and a host of others joined forces to sing “We Are the World” for starving people in Africa. They are our champions, and their adventures together forge national, and now global narratives.

To repeat the success of The Avengers, however, studios will need visionaries up to the cause, new kinds of storytellers as savvy with how narrative unfolds across multiple media platforms (and in their ability to use marketing and licensing campaigns to build equity in lesser known characters), as they are with how to turn a good scene. Super nerds, thy time has come! 

In the Beginning

 

In the myth of Jason and the Argonauts, stalwart and charismatic Jason assembled a crew of some of the hottest celebs of his day in order to retrieve the Golden Fleece. These included Hercules, Medea and Orpheus, all stars of their own myths and legends. In The Iliad, the epic poet Homer (the Joss Whedon of his time) brings together dozens of Greek gods and heroes and crashes them into the Trojan War. The story was such a hit, Homer followed up some years later with a sequel in The Odyssey. Leer más “‘The Avengers’: The First All-Star Movie By Design”

Who is the Superhero of the Social Web? [INFOGRAPHIC]


by  | http://mashable.com

Who is the most discussed Marvel character on the social web? Spiderman, of course.

Data analytics company Networked Insights has collected data on the most popular Marvel characters on the social web in the last 30 days, and although it’s not surprising that Spiderman topped the list — especially in light of the franchise’s latest movie debut — the Avengers clinched the second most socially-discussed spot.

According to Networked Insights, the Incredible Hulk is most discussed Avengers character on social media sites, followed by Thor and Iron Man. Meanwhile, the top mutants are Wolverine, Magneto and Northstar.

SEE ALSO: ‘The Avengers’: The First All-Star Movie By Design

The firm also highlighted the most-discussed villians, with Loki — the adopted brother of Thor — taking the top spot. The Lizard and Venom rounded out the top two.

Meanwhile, social media users in New York City are chatting about Marvel characters more than any other location nationwide, followed by Los Angeles and Chicago.

“It’s been established for a while now that social media is the digital water cooler for all kinds of discussions,” Sean Reckwerdt, senior analyst at Network Insights, toldMashable. “We’re witnessing through social media the dissolution of comic superheroes being beloved only by niche communities. The commercial success of these recent Marvel films are indicating that people are willing to invest several years of their time to a franchise and are definitely willing to check out a series reboot if it is well executed.”

For a deeper look at which Marvel characters are getting the most social buzz, check out the inforgraphic below.

Note: The infographic doesn’t highlight Spiderman as the overall most-discussed Marvel character on the social web. That information was provided to Mashable directly from Networked Insights.

Image courtesy of The Incredible Hulk on Facebook

Marvel Infographic

El Dibujo de Iron Man en Macintosh 1984


by Jozh | http://chikanad.wordpress.com

Cuando se junta una Macintosh con el superhéroe más famoso de The Avengers, sabes que el resultado debe ser sorprendente. Así que comienza a compartir esta nota con sus amigos fanáticos a Apple o a Tony Stark.

Vía: TheVerge

Go Ahead, Smash Everything in the Room. It’s Therapy


Tough day at work? Family stressing you out? Come smash stuff at Dallas‘ one and only Anger Room.

We all have those days. You know, the ones where you want to take the nearest heavy object and hurl it at the nearest breakable one? Sadly, it’s not quite socially acceptable to send shards of plastic or glass flying around the room. And most of us don’t have a stockpile of things to smash to bits, nor the time or patience to deal with the cleanup afterwards. Enter a Texas entrepreneur to solve your anger problems, no psychiatrist required.

Donna Alexander is the founder of the aptly-named Anger Room, probably the only business in the world that begs you to break everything in inside it. Located in a Dallas strip mall, the Anger Room is just as you’d hope it would be: filled with old furniture and electronics collected from junkyards and public donations, arranged to look like an office, bedroom or kitchen. But everything here is expendable: go ahead, grab a chair and chuck it across the room. Throw a plant at the computer screen. Stomp on the telephone. Grab a baseball bat and show that glass lamp who’s boss.

(MOREHulk Smash! How Much Damage Would The Avengers do to New York?)

Customers are fully decked out in safety goggles and helmets to protect themselves, but such courtesy isn’t extended to the objects in the room. Anything inside the Anger Room is fair game to be smashed, to whatever heavy metal or angry rap soundtrack gets your blood pumping quickest. The graffiti on the wall reading “Beast Mode” should only serve to further inspire the your rage.

Alexander actually came up with the idea a more than a decade ago, but didn’t launch her first Anger Room until 2008, out of her garage. The idea as ABC News reports, hasn’t changed: at the time, friends would come over to take baseball bats to the old junk in the room. But when word caught on, the demand was too much to handle. “I had strangers showing up at my house,” Alexander said, “so I said, ‘I have to find a real legit place.’” Leer más “Go Ahead, Smash Everything in the Room. It’s Therapy”