Growing Social Brand Movements (recommended post) – thnxz to @socialogilvy


We wanted to better understand how big movements get. From the Obama presidential campaigns to the global environmental initiative, Earth Hour, to high-profile brand programs like Pepsi Refresh, we benchmarked “how big is big.”  We also wanted to better understand the comparative level of engagement as measured by social actions (everything from tweets to shares to posts to views). Each of these actions reflect a higher degree of engagement from passives and while each can not be considered of equal value, we believe they can be assessed for broad comparative purposes.

A Sample of the Findings

Entertainment Phenomena, Political, Social and Brand Movements, fall into a descending order of magnitude.

Entertainment phenomena, like Justin Bieber and Gangnam Style, earn more than a billion social actions. Political campaigns, like the U.S. Presidential race garner hundreds of millions of social actions. Social and Brand Movements fall below these levels, often earning between five to ten million social actions.

View and download the white paper for the complete analysis.

When a Brand Asks for a Movement

From time to time, brand marketers want to explore what it would take to create a “movement” of some type or other around a product brand, corporate brand or issue.

Inspired by the traction that social and political movements are able to gain via the internet and social technologies, they would like to spark something big. Movements are causes that take off in some way. They become driven by the community and the activity far exceeds the investment put in by the organizer. Even popular content and memes like Harlem Shake and Gangnam Style have movement-like qualities. They seem to grow explosively with little to no management. While this is far different than a movement for a cause, it is an interesting benchmark.

Sometimes the brand desire to go “movement” is right-minded, often not. Driving movements behind product brands is hard. Often it smacks of being inauthentic or just plain selfish. A brand like TOMS Shoes’ might be an exception but I am not sure it qualifies as a movement so much as a brand with a social mission. Driving movements around brand-related issues (e.g., water conservation for a coffee brand) can be just plain hard work. It takes investment, adept behavioral economics and certainly a cause people can rally behind. Triggering mass support and action is an art and science, not to mention, a bit of luck.

Check out the white paper to see how different movements stack up and what are the winning qualities of movements that “go big.”

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cookingideas.es | ejemplo aplicado de ‘Creative Commons’


¡Hey, Sexy Lady! Nuestras 10 versiones favoritas del Gangnam Style

¿A quién no le gusta el Gangnam Style? El vídeo viral más exitoso de la historia está en todas partes, arrasando allá por donde pasa y generando miles de copias y versiones. Y todas ellas, impulsadas desde la propia creación del original, acogida a ‘Creative Commons’ para que todo el mundo pudiera reinterpretar tanto el tema como el propio videoclip.

Y eso es lo que han hecho miles de personas: bailar, imitar, mezclar, deconstruir y reconstruir el famoso temazo y su vídeo. De entre tantísimas opciones, nosotros os traemos nuestras 10 versiones favoritas. Por algún motivo u otro, son las que más nos han llamado la atención. Y claro… hay alguna española.

(más…)

¿Qué es exactamente el “estilo Gangnam”?


 

infobae.com

El nombre del barrio más rico de Seúl, vecino de uno de los más pobres, le da el título a la famosa canción. Pero entre sus residentes hay poco consenso sobre cuál es su estilo

 

Desde el secretario general de la ONU hasta el artista disidente chino Ai Weiwei, pasando por cientos de aficionados a lo asiático en Guatemala, más de 500 millones de personas sucumbieron en YouTube a la canción surcoreana Gangnam Style sin que, por el momento, se conozca qué es exactamente, si es que existe, el ‘estilo Gangnam’.

Gangnam, una palabra que forma parte del título del éxito musical del rapero surcoreano Psy, es el nombre del barrio más rico de Seúl, lleno de tiendas de lujo, bares de moda y clubes y restaurantes frecuentados por los famosos.

Sin embargo, incluso entre los coreanos que viven o frecuentan asiduamente Gangnam, que literalmente y lejos de todo glamour se traduce por “al sur del río”, hay poco consenso sobre qué constituye el estilo del barrio.

Un hombre pasea por Gangnam con su puro y su mascota a la moda (Foto: AFP)

Estilo… ostentoso

La traducción de la letra de la canción, que algunos consideran una sátira a la importancia que se da el barrio y a la ostentación que hay en él, no ofrece muchas pistas que ayuden a la comprensión.

Psy, de 34 años y cuyo verdadero nombre es Park Jae-Sang, canta sobre ser el “chico que se bebe de un trago café hirviendo” y que “se vuelve completamente loco cuando llega la hora de la verdad”.

Kwon Yu-Bi, un estudiante de 23 años, asiduo a la noche de Gangnam, explica que la canción no habla tanto sobre un lugar concreto, sino sobre el nuevo hedonismo descubierto en la cuarta mayor economía de Asia.

Un brindis entre amigas y una tienda de ropa en Gangnam

“Gangnam es únicamente un lugar simbólico y creo que la canción refleja realmente a Corea, donde la gente joven, entre la que me incluyo, disfruta de la agitada y loca noche”, dijo Kwon a la AFP.

En Gangnam, a pesar de la crisis inmobiliaria por la que atraviesa Seúl, el precio medio de un apartamento ronda los 720.000 dólares.

Una de sus calles, cuyas aceras albergan tiendas de lujo de marcas mundialmente conocidas como Louis Vuitton, Gucci, Cartier y Prada, fue comparada con la Rodeo Drive de Beverly Hills, en California…   Leer más “¿Qué es exactamente el “estilo Gangnam”?”

La humanidad ha gastado 2772 años consecutivos viendo Gangnam Style


 

Tiempo perdido o tiempo invertido. Cada quien sabrá lo que hace con el suyo, pero llama la atención saber que desde su lanzamiento hace dos meses y medio, la humanidad ha gastado nada menos que 2772 años y medio viendo el video de Gangnam Style en YouTube, el cual además rompió un record Guinness al acumular la mayor cantidad de “Me Gusta” en el portal hace pocos días atrás. Leer más “La humanidad ha gastado 2772 años consecutivos viendo Gangnam Style”

What Designers Can Learn From “Gangnam Style” | Onextrapixel


Onextrapixel

Gangnam Style” is an extremely popular music video produced by South Korean singer and rapper Psy. The video has rapidly gone viral, and is being posted on all sorts of social media. In just two months, the original video has received over 290 million YouTube views and over 2 million likes.

It has been a trending topic on Twitter, and is posted on Facebook many thousands of times daily. When any video, image or trend goes viral, no matter how ridiculous, it benefits anyone who wants to learn the basic principles of marketing to observe why exactly a video like this might become so popular.

What’s Your Style?

It is very important that designers lead rather than follow, using creativity as a driving force rather than relying on overdone styles and designs. The uniqueness of “Gangnam Style” is part of why it is so popular both in Korea and in international markets.

If you haven’t yet seen the video and would like to see for yourself how your web design can be inspired, here is the video.

The same principles that drive trends to go viral also draw people to products and encourage them to make purchases.

What Designers Can Learn From “Gangnam Style”

The “Gangnam Style” video features Psy singing and rapping in a variety of scenes. He travels from the beach to the parking garage, the elevator, the sauna and, weirdly enough, the stable. The accompanying music has slick beats and a repetitive chorus including the chant “Hey, sexy lady,” aimed at female extras cast in the video.

Gangnum Style Video

Absurd occurrences, bright colors and attractive ladies are interspersed throughout the video. The tone maintained throughout the entire piece is one of silliness and frivolity, which connects with the concept of Gangnam style as the artist sees it.

The song and video are largely satirical of a sub-sect of Korean females who scrimp on basic needs like food in favor of more expensive luxury items like expensive coffees, makeup, handbags and similar items.

Humor of “Gangnam Style”

There are a number of ways in which the “Gangnam Style” video catches the eye of those who see it and makes them want to share it with other people, a key aspect of viral marketing. One of the main aspects is the humor of the video. The costumes worn by Psy and the absurd scenes in which he appears, like a disco tour bus and a toilet, are humorous and strange.

Humor

The viewer does not need to have a specific intellectual connection with this video. The fact that it makes them laugh is enough to make them want to pass it on and share it with their friends. This is one reason that Gangnam Style has gained so much popularity on humor websites and blogs. Leer más “What Designers Can Learn From “Gangnam Style” | Onextrapixel”

El vídeo record de ‘likes’ en Youtube | El año que viene convocado Marcelo Tinelli [:P


Según el Guiness de los Records, el vídeoclip de un rapero de Corea del Sur es lo que más likes ha generado con su canción ‘Gangnam Style’ .