Contagious ideas by PSST : spreading 2.0 social innovation. Edited by jérémy dumont, strategic planner in FRANCE

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MTV Movie Awards Go Social With Live Voting, Facebook Tracker and More

http://mashable.com/2012/05/30/mtv-movie-awards-social-tv/?utm_campaign=Les+dessous+de+la+premi%C3%A8re+pub+TV+live+interactive+avec+Amaguiz&utm_medium=email&utm_source=La+Lettre+de+PetitWeb

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MTV’s extensive social and digital tactics for the MTV Movie Awards offer viewers new ways to engage before, during and after the June 3 live broadcast.

Building off its social success with the VMAs, MTV is looking to deeply integrate social elements into its other major awards show, the MTV Movie Awards.

For the first time, movie fans can vote using Twitter hashtags. The live social voting works only for the new “Best Hero” category, which already has attracted more than 60,000 votes since Tuesday. Registered MTV.com users, however, can still vote in other categories on the show’s website.

Vying for the “Best Hero” title are Harry Potter (#votepotter), Katniss Everdeen (from Hunger Games, #votekatniss), Thor (#votethor), Captain America (#votecaptain) and Jenko (from 21 Jump Street, #votejenko).

MTV told us that it knows from past live-voting initiatives that fans love to get the word out to promote their favorite stars and franchises. “They love to game the system and we look forward to helping them do just that,” MTV told us. As a result, expect a showdown for “Best Hero” between fans of The Hunger Games and Harry Potter to continue until Sunday night.

MTV also has these digital elements on tap for the awards show hosted by comedian Russell Brand:

• Twitter Tracker: Like MTV did during the Video Music Awards in August, it will dissect Twitter conversations in a visualization that displays popular moments and celebrities. The feature will allow users to view how many tweets per minute any moment is garnering and share photos of certain moments across social networks.

  What’s different about this year’s implementation is that MTV will be providing context around what happens at the moment of a tweet. So instead of just seeing “Beyonce” as a trending topic, fans can see a clip or image from the show that correlates with the social activity taking place online.



• Facebook Tracker: MTV will introduce a Facebook Tracker to keep tabs on the level of Likes and shares of Movie Awards moments shared on its Facebook page.
• All Access Live: The show’s second-screen experience for desktops and mobile devices will give viewers six camera angles (red carpet, dressing room, paparazzi, audience, balcony and MTV cut), sharing capabilities, a place to chat with fellow viewers and animated GIFs from celebrities on the red carpet. The GIFs will be posted on MTV’s Tumblr blog.
• Shazam: The ceremony will be Shazam-enabled, meaning viewers can use the app during the broadcast to buy performers’ music and watch social media interactions.
• Post-Show Features: MTV will have a red carpet galleries and interviews, backstage video highlights and editorial coverage of the show and winners.

The next stage: Six ways the digital consumer is changing

http://csi.mckinsey.com/Home/Knowledge_by_region/Americas/Six_digital_trends.aspx

 

The Internet, not yet 20 years on from its emergence into the consumer mainstream, is evolving as fast as ever.

Companies that are becoming household names—Twitter, Groupon, and Zynga, for example—barely existed five years ago, and some of the titans of the web—Facebook and YouTube in particular—have yet to celebrate their 10th birthdays.

The way consumers use the Internet is at the center of this change. Over the years, access has moved from dial-up, to fixed broadband, and now towards wireless 3G/4G broadband. Devices have evolved too, from desktop computers to laptops to smart phones to tablets. How consumers spend their time with these devices has also shifted: from “surfing” through portals to searching for content; from bargain hunting on auction sites to using mobile devices for in-store price research; and from emailing to messaging through social networks.

Our underlying belief is that consumer behavior is a leading indicator of future value chain and business model shifts. For both incumbents and attackers, understanding changing consumer behavior at a detailed, segmented level is an important capability.We believe the future is already here; it's just unevenly distributed. Missing these shifts can mean missing the next billion-dollar opportunity.

Research overview

Starting in 2008, McKinsey & Company began its iConsumer research program in the US to understand these consumer changes across platforms and across time. Since then, we have expanded iConsumer to cover 15 other countries across Europe and Asia. All told, we have surveyed more than 200,000 consumers on a wide range of topics—including online retail, video, gaming, browsing, mobile communications, and social networking.

In the most recent US iConsumer research, conducted in November 2011, we surveyed a balanced sample of more than 18,000 Americans, aged 13-64, who use the Internet. We have identified six key trends that players across the value chain—including device manufacturers and suppliers; content owners and distributors; retailers and marketers—need to understand to adapt to the next stage in the evolution of the consumer Internet.

1. Mobile devices are ushering in an era of true personal computing.
2. Social networking is becoming a key gateway to content and commerce.
3. Communication is migrating from voice to visual.
4. “Digital window shopping” is creating new battlegrounds for retailers.
5. Video will be everywhere—on multiple screens, from multiple sources.
6. Gamers and games are everywhere and anywhere.

To read more on these trends, download "Six ways the digital consumer is changing" (PDF–325 KB).

An app to teach you to love instead of 'like'. Fish: A Tap Essay is a new app created by author Robin Sloan.

An app to teach you to love instead of 'like'

"Fish: A Tap Essay"

The latest entry into the "Angry Birds" series of video game apps has been released. "Angry Birds Space" finds the birds, still angry, in space for some reason, launching themselves at elaborate buildings that contain green pigs. None of this seems especially bound by the laws of physics or zoology that we know of, although admittedly, logic has never been a strong suit of the "Angry Birds" franchise. "Angry Birds Space" is dominating the sales charts and will for some time to come, we expect.

It’s not the subject of our show today. Not that there’s anything wrong with "Angry Birds Space" (aside from the still-unsettling widespread acceptance of bird suicide), it’s just that we found another new app to be a lot more interesting.

Fish: A Tap Essay is a new app created by author Robin Sloan. It’s not a game, it’s not a utility app, it won’t help you find a gas station, it can’t help you shop for shoes. It’s an essay. Words. Thoughts. Robin puts a few words on each screen, maybe a sentence or so, and then you tap to move on to the next set of words, the next thought Robin wants you to consider. It’s free.

Robin wrote it and created the app because he had noticed that there were plenty of chances to “like,” or “plus 1,” or “star” or “fave” things on the web on social media. And it's easy to pass those things you like on to friends. But the like never turns into love.

“We're looking at dozens, sometimes hundreds of things every day in articles, videos, and we never look at them again,” he says. “Even if we do like them, even if we tweet them out to all of our followers on Twitter, we don't return to it. So, I came down on side of thinking that to love something on the Internet must mean that you return to it at some point. And I just realized how rare that was, for me at least.”

And why does he think that’s so rare?

“I think it's rare because there's so much great stuff,” says Sloan. “We live in this golden age of media of all kinds and I think we have better tools than ever before for finding stuff we like, whether it's algorithms, or other humans recommending things all day every day on Facebook, on Twitter, so with this endless flood of great stuff, why go back? There's always something new, always something interesting.”

I asked him why he created this as a free app instead of as a blog entry or a magazine essay.

“I started thinking about the ideas, and I knew I wanted to make this argument,” he says, “but I had the strong sense that if I just made it as a blog post, as a web page, it would suffer the same fate as everything else. It would get liked, faved, people would point to it for a day and then we'd be on to the next thing. So an app, at least for the time being, apps have this special privilege, they take over the whole screen of your phone, you can't do anything else while you're using an app, and it does really feel special. It feels like something you might take pause to dive into, and that's the effect I was looking for.”

I mentioned that an app also stays on your screen. Every time you turn on your phone, there it is.

“That's right,” says Sloan. “When you close a tab, or when you finish an article on the web, it's gone, unless you go back into your history, or search for it, or explicitly try to find it, apps on your phone have this special property, they hang around. In some ways, they're more like a book on a bookshelf than they are like web pages.”

Sloan says the app as a format for an essay has huge untapped potential. “It's not the case that words are outdated and we need to replace them with interaction and videos and birds flying in outer space, no words are still a great technology and we don't have to go searching for something new,” he says.

Also in this program, Philadelphia leads the nation in one dubious category: It’s the city where you are most likely to lose your cell phone. And you’re most likely to lose your phone in a coffee shop. 

About the author

John Moe is the host of Marketplace Tech Report, where he provides an insightful overview of the latest tech news. Follow John on Twitter @johnmoe

Velocity, a new book by Ajaz Ahmed of AKQA and Stefan Olander of Nike

http://www.edelman.com/speak_up/blog/archives/2012/06/velocity.html

I have just read Velocity, a new book by Ajaz Ahmed of AKQA and Stefan Olander of Nike. The book is written as a dialogue between the agency guy and the client, with seven laws of Velocity as the organizing principle. Here are some of the highlights:

1) Buying a Product Is the Beginning of the Relationship—No more of the old marketing model of awareness, interest, desire and action, where you need to continually spend to reach consumers when they are in the purchase mode. Now you can create a “logged in” state to build loyalty, to provide a service (think Nike +) with tailored information that builds loyalty while giving the company insights into areas to improve.

2) “Have the Balls to Make the Calls”—The authors relate a wonderful story about Tony and Cherie Blair. She was caught saying something rather nasty about then Chancellor of Exchequer Gordon Brown. Blair handled it by saying at the Labor Party Congress, “Well at least I don’t have to worry about my wife running off with the bloke next door.” This line was conceived by one Blair aide fifteen minutes before the PM went on stage—no committee consideration.

3) Rethinking Advertising as a Connection Platform—It is an opportunity to make yourself indispensable. It’s about service, not a persuasive technique. Consider Nike’s Training app which, for the cost of a thirty second spot has been downloaded millions of times and has “accumulated over fifty million minutes of training.” The Wall Street Journal said this app “was one of the five best ads of the year.”

4) Where to Start—The Nike World Cup Campaign started on Facebook and YouTube. It was a three-minute piece of video. It received millions of views before it went up on TV, plus many comments in social media. “An experience is a story. It’s moved beyond a film to an eco-system of products, services and content that work in harmony to make you feel and do.”

5) Easier Done Than Said—Get your product or creative out there, then adapt. Do and Learn, Don’t Wait and See. They talk about the Facebook way, summarized by Mark Zuckerberg as “something can always be better and nothing is ever complete.” The launch, learn, re-launch mentality is eased by consumer feedback, particularly from your most enthusiastic community participants. The “tell us what you think” button on nikeplus.com can yield as many as 15,000 responses a day.

6) Work With Partners—The Nike + collaboration with Apple paired an athletic shoe company with a technology player. But the roles actually reversed to such an extent that Steve Jobs said after the launch, “On this project I always viewed Apple as the engineers and Nike as the marketers but I have to say that nikeplus.com is pretty amazing and way smarter than just a piece of marketing.”

7) Innovation in Large Enterprise—Big organizations are built for efficiency, not innovation. “Innovation is seen as the opposite of efficiency because it is not routine and has unpredictable outcomes….you have to institutionalize innovation with a dedicated team with separate resources.“

8) Technology Proficiency—Every company is not a tech company but every company should aim to have the infrastructure to manage consumer connections. “Without a platform to manage and nurture every interaction with its consumer, a company has no spine.”

For the authors of Velocity, the strategic issues are Direction (where you are heading), Speed (think ahead and think fast), Discipline (consistent behavior yields strong values) and Acceleration (increasing the rate at which you set your work apart).  I find this book a must-read for all of us in PR who must be willing to evolve from what we know for sure to what we think it can be.

the rise of social influence. How to measure the brand shift in social networks ?

The Rise of Digital Influence and How to Meassure It

Consumers respond to social media symbols on TV: report

http://econsultancy.com/uk/blog/9623-consumers-respond-to-social-media-symbols-on-tv-report

 

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It's well-established that the second screen phenomenon is real, and there's plenty of reason to believe that social media and television are a perfect match.

But just how well do social media-oriented calls to action on television actually work? According to consulting firm Accenture, they work pretty well.

In a survey of US television viewers, Accenture found that nearly two-thirds (64%) recalled seeing a Facebook 'Like' image on television, and one-third actually interacted with a social media service online "after seeing a social media symbol on their TV screen."

The Facebook 'Like' was the most widely recognized symbol, with some 42% of survey participants understanding what it meant, but interestingly QR codes, long a subject of debate, were more widely recognized than Twitter hashtags. 28% of those surveyed indicating that they could spot a QR code while only 18% were familiar enough with a Twitter hashtag to recognize one.

So why do television viewers follow a social media call-to-action? Seeking out more information about a show or ad was cited by 43% of respondents, with coupons and promotional codes (32%) and contests (31%) being the next most popular reasons. Making a purchase was, perhaps not surprisingly, only cited by 16% of those who took action.

The good news for content providers and brands using social media symbols on television: 74% of the respondents who accessed content based on a social media symbol displayed on television said that their expectations were met, while 15% said that their expectations were exceeded. Unfortunately, getting consumers interested is the biggest challenge, with lack of interest being by far the biggest reason a consumer won't interact after seeing a social media symbol.

And there's another caveat: social media symbols work best on television viewers in the 18 to 24 age group, with well over half of these young adults (63%) saying they've taken cues from social media symbols. Once you get to the age groups 25 and above, however, that number falls to under half, hinting that television shows and brands eager to drive television viewers to take online action will still need to remember that social media isn't the end-all and be-all.

IAB Europe publishes the first results from 8th wave of Mediascope Europe, its flagship media consumption study totalling over 50,000 consumer interviews

http://www.iabeurope.eu/news/4269m-europeans-online-across-28-markets-%E2%80%A6-from-belgium-to-bulgaria-uk-to-ukraine---europeans-are-more-connected-than-ever-before.aspx

IAB Europe publishes the first results from 8^th wave of Mediascope Europe, its flagship media consumption study totalling over 50,000 consumer interviews  


The Interactive Advertising Bureau Europe (IAB Europe) is pleased to announce the latest findings from Mediascope Europe, the industry standard European media consumption study first launched in 2003 – measuring evolving media consumption patterns across online, radio, TV, newspapers and magazines. The study also covers internet use across four devices for the first time – computer, mobile, tablets and games consoles.

Key European findings revealed at IAB Europe’s Interact conference:

• 426.9m Europeans use the internet (65%), spending 14.8 hours online each week
• One third (37%) of Europeans access the internet using more than one device
• Traditional media activities are rapidly moving online with more than 9 in 10 European internet users visiting news websites
• Europeans are using the web and watching TV simultaneously to complement their viewing experience
• The internet has become an essential way for brands to engage with consumers with 4 in 10 European internet users agreeing that the way a brand communicates online is important
• 96% of European internet users research online for purchases and 87% shop online

Conducted using a combination of online, telephone and face-to-face methodologies totalling over 50,000 interviews across 28 markets Mediascope Europe now ranks as one of the leading sources of data on European consumer use of media and online shopping habits. 


INTERNET EVERYWHERE BY ANY MEANS

426.9 million Europeans go online every week (65%) with than one third (37%) accessing the internet using more than one device. 64% of people access the web via a computer – that’s 415.7 million people – and 21% use the internet on their mobile phone (139.2m). Using the internet via a computer is most popular in Norway and Switzerland (89%) and users are most likely to be aged between 25-44 years old (44%). Mobile internet users are most likely to be 16-24 years old (30%) and using the internet via a mobile phone is most popular in the UK, Norway and Sweden where more than 4 in 10 access the internet via this device.

Country	% who go online using a computer	% who go online using a mobile
Europe Average	64%	21%
Western Europe	79%	31%
Northern Europe	86%	36%
Southern Europe	59%	19%
Central & Eastern Europe	53%	14%

Source: Mediascope Europe 2012                                                           
Base: All respondents (1)

Time spent on the web differs by the device used – European’s spend a total of 14.8 hours online each week – those using a computer spend 13.3 hours, compared to 9.4 hours amongst those using mobile phones and 9.3 hours for those using tablets. The figure is 6.8 hours via games console.  

INTERNET BECOMES ‘ALL CONSUMING’ MEDIA DEVICE

What stands out in this research is how much of this ‘traditional’ media is now being consumed online.  

• 91% of internet users read news online (388.5m) - men are more likely to be consumers of news online than women (93% vs. 89%) and 35-54 year olds are the most likely to read news online - at 93%
• 73% of internet users watch TV online (311.6m) - 16-24 year olds are the most likely to watch TV online - at 83% - closely followed by 35-44 year olds (81%)
• 67% of internet users listen to the radio online (286.0m) – this increases to 81% of 16-24s and men are more likely than women to listen to the radio online (68% vs. 66%)

Demographic	% watching TV online	% reading newspapers online	% listening to the radio online
16-24s	83%	89%	81%
25-34s	70%	92%	67%
35-44s	81%	93%	78%
45-54s	70%	93%	60%
55+	67%	90%	57%
Men	93%	73%	68%
Women	89%	74%	66%

Source: Mediascope Europe 2012                                          
Base: Internet users

MEDIA MULTI-TASKING MEANS MORE ACTIVE CONSUMERS

The research shows that a staggering 48% of Europeans say they use the internet whilst they watch TV (297.4m) and 16% of all time spent watching TV in Europe is done whilst using the internet. Europe’s heaviest online/TV multi-taskers are the Norwegians at 70%, followed by 68% of TV watchers in France and 62% of those watching TV in the UK. The good news for advertisers is that one third (33%) of all TV and online multi-taskers say the online activity they’re doing is likely to be related to the TV programme they’re watching so there is a significant opportunity for brands to engage the consumer via both platforms. 

Alison Fennah, Vice President of Research and Marketing for IAB Europe comments, “It’s no longer appropriate or sensible to think of ‘using the internet’ as a specific and isolated activity. The ever-wider variety of devices that people use to access online content and the degree to which they do this while using other media shows the deep level of engagement consumers have with the internet today. For instance, many Europeans are clearly using the web and watching TV simultaneously, and a third of those are actually consuming complementary content. Those companies that understand and adapt to these changing consumption patterns will be the ones that succeed in the future.”

BRAND RELATIONSHIPS GROW VIA DIGITAL TOUCHPOINTS

The internet has become an essential way for brands to communicate and engage with consumers:

• 51% say the internet helps them choose better products/services
• 47% are inclined to find out more about products they see advertised online
• 46% of internet users say they often visit the website of their favourite brands
• 41% of European internet users agree that the way a brand communicates online is important
• 30% of internet users are more likely to buy a product of a brand they follow on a social networking site.

96% of European internet users research online for purchases, 87% shop online and almost one fifth (19%) of all their shopping is done via the internet. In a six month period Europeans spent €188 billion buying goods and services online – an average of €544 per European online shopper. Norwegian internet shoppers averaged the highest spend online (€1,162) followed by Swiss (€919) and Danish (€894) online shoppers. UK internet users devote the greatest share of total shopping spend to online (32.0%) followed by German (25.4%).

Fennah concludes, “As consumers we have access to a rich and varied media ‘playlist’ and the way we consume that content continues to evolve. Mediascope Europe is about understanding the impact those changes have on the way we behave – what we watch, what we read, what brands we prefer and what products and services we buy. What we see from the 2012 research is how the internet is being used together with traditional media – consumers aren’t rejecting one media platform over another, rather they are using multiple devices to enjoy a huge variety of media, either with their full attention or shared. For brands, advertisers and marketers, this information is essential to adapt and grow engagement with our consumers in our media multi-tasking world.”

ENDS