What About Face-to-Facebook?


The recent frenzy of acquisition and consolidation in the social media space is reminiscent of many other boom periods in specific industries. With a wave of social media acquisitions that really came into prominence with the recent acquisitions of CMS vendors Vitrue and Buddy Media, there certainly are those out there that are riding that wave to glory.

Yet this is also a time that marketing consultants Ed Keller and Brad Fay liken to the Gold Rush in 1848. They point out that while this period brought fame and riches to some, for many others it was a farce, a period in which great promise bought little return due to the abandonment of reason by those attracted by its riches.

Keller and Fay carry out a survey that measures offline word-of-mouth, a service called TalkTrack, which dives into what gets consumers really talking. Their research shows that 90 percent of conversations about products, services and brands that take place every day happen offline, maintains that the conversations that we have online are wildly different to those we have offline and warns against what I label Bright Shiny Object Syndrome (this is the desire to blindly follow the latest trend without looking at a true goal or purpose, often leading to botched programs and unsuccessful activations).

Keller and Fay make many valid points in the book, all around what drives word of mouth and how marketers should take the time to understand how their end target will share information. It also maintains that social media are ultimately about people.

On reading it, this ultimately made me connect back to the principles of good social media and how their theories relate to the work we are doing. I have always strongly supported the importance of IRL – in real life – in all we do. I also support the “people theory.” Put otherwise, human beings are at our core fundamentally social. We are, and always have been, guided by the drivers of influence. All good social media practitioners will base their work on social behaviors rather than the latest trend.

At Ogilvy, we combine different theories of human behavior to drive impactful social that scales. One of the most effective theorists in the space is Robert Cialdini, seen by many in the industry as the Godfather of Influence.

His “six drivers” is a very useful list, and one that can be held up to any program to check off and ensure its effectiveness. (…) Leer más “What About Face-to-Facebook?”

With 12M+ Downloads, Scan Launches Scan-to-gram, A New Way To Follow People On Instagram


Screen shot 2012-05-10 at 4.29.24 PM

RIP EMPSON | http://techcrunch.com

Three guys from Provo, Utah set out on a mission to make QR codes, those boring pixellated, black-and-white squares come alive — in other words, to extend their functionality by turning them into realworld “like,” “follow,” and “buy” buttons. And it’s been working. In February, Scan announced a seed funding round from Shervin Pishevar, Google Ventures, CRV, Start Fund, Social + Capital, Ludlow Ventures, and more. The company moved their operations from Utah to San Francisco, and is currently sitting at just over 12 million downloads across iOS devices.

How did it become one of the top downloaded QR code scanner in just over a year? Because, beyond the basic scanning functionality offered by a host of iOS and Android apps, Scan offers a variety of services and features that let SMBs and enterprise companies create mobile optimized QR code, NFC, and other tech experiences to let users can QR codes with their phone and immediately “like” products or businesses on Facebook, follow on Twitter, check in on Foursquare, etc. Check out how businesses are using it here.

As Scan is in the business of creating apps that extend the potential application of QR code tech, Scan is today leveraging the buzz around Instagram to let businesses, organizations, etc. build their Instagram user base via QR codes. The new app, appropriately called Scan-to-gram, lets users scan QR codes and instantly follow a company and its employees.

The company has already lined up a bunch of notable Instagrammers to be part of its initial launch, including Warby ParkerZooey DeschanelNikeMarc JacobsGQVevoAudiNat Geo, and the L.A. Lakers — to name a few.

With Instagram’s acquisition by Facebook, the platform is becoming increasingly appealing — beyond what it already had. Brands are excited because it provides early adopter-types and mobile enthusiasts with a simple way to boost their followers, which gives them access to another social media channel and potential branding opportunities.

On top of that… Leer más “With 12M+ Downloads, Scan Launches Scan-to-gram, A New Way To Follow People On Instagram”