Its the Buzz!

Viral advertising can leverage a personalised approach where an individual is engaged as part of the content.



http://www.sun7news.com/spread.php#embed

"The world of communication is currently undergoing the greatest upheaval any industry has faced since the industrial revolution of the early 19th century. I believe future generations will study this period and call it the “Communication Revolution,” where long standing traditional models of communication were literally turned upside down. The ability of consumers to screen out brands they no longer consider relevant will mean that successful brands of the future will be those brands that engage their consumer in every aspect of not only communication, but also the design and adaptation of their products and services. “Viral” by its very nature can only be successful if you leverage the passion of consumers and brand advocates alike, providing them with an engaging platform that “enables” them to share that passion with their respective communities." ....Duncan Wardle, Vice President of Global PR for Disney Parks


Spourced from : http://www.culture-buzz.com/blog/Disney-s-Virtual-Storyteller-Duncan-Wardle-Explains-1942.html

Q1. How can you 'leverage the passion of consumers"?
Q2. What risks are there in putting consumers into the promotion campaign as active participants?
Q3. Is there a change in consumer behaviour?

Save the Net Campaign

GetUp is a political lobby group that uses the internet to communicate with its members to define campaigns and also uses the internet to promote its campaigns.

GetUp has collected signatures for petitions and also money to make TV and printed media ads.  It has now launched an internet advertising campaign.  Below is the ad and a link to how it appears on a web site that is hosting the ad.

http://www.news.com.au/breakingnews/

GetUp is an independent, not-for-profit community campaigning group. We use new technology to empower Australians to have their say on important national issues. We receive no political party or government funding, and every campaign we run is entirely supported by voluntary donations. 

 www.getup.org.au. 

Q1. What is the cost of such a campaign?

Q2. What demographic would it appeal to?

Q3. Is this ethical?

Meme?

Internet meme

(from Whatis.com)

An Internet meme is a cultural phenomenon that spreads from one person to another online.

A meme spread online could be just about anything that is voluntarily shared, including phrases, images, rumors and audio or video files. An Internet meme might originate and stay online. However, frequently memes cross over and may spread from the offline world to online or vice-versa.

Examples of Internet memes include:

• LOLcats -- images of cats with semi-literate captions, such as "I can has cheezeburger?"
• The Crazy Frog video.
• The Bride Has Massive Hair Wig Out video, secretly created by hair product manufacturers Sunsilk in an attempt to sow seeds for an upcoming advertising campaign.
• Images of then-president George Bush falling off a Segway in 2003. (This meme sparked follow-up videos of various vertebrates successfully riding the vehicles, including Barbara Bush and a chimpanzee.)
• The 25 random things about me list that propagated throughout Facebook.
• The Dancing Baby.
• Words such as pwn (meaning to defeat or dominate).

According to Lauren Ancel Meyers, a biology professor at the University of Texas, memes spread through online social networks similarly to the way diseases do through offline populations.

Richard Dawkins coined the term meme in his 1976 book, "The Selfish Gene." As conceived by Dawkins, a meme is a unit of cultural meaning, such as an idea or a value, that is passed from one generation to another. A meme is the cultural counterpart to the unit of physical heredity, the gene.

Q1. How is this changing consumer behaviour on-line?

Q2. What is the relationship with marketing?

Q3. Is this just viral advertisng?

Coffee in Facebook

Starbucks, the coffee shop chain has a Facebook site.

http://en-gb.facebook.com/Starbucks

Starbucks is promoting a 'community volunteering' campaign and has raised money for a 'World Aids Day'.  The Starbucks Facebook page has over a million 'fans'

Q1. What benefits does Starbucks seek from being on a social networking site?

Q2. What does Starbucks use to engage 'fans'

Q3. What is the image that Starbucks is promoting?  

Q4. What are the risks?

Wikis, Blogs, Networking - What are they?

Here are some simple explanation videos from Common Craft. Note the 'low tech' approach to explaining 'high tech' web stuff.

We Make Videos
Our videos are short, simple and focused on making complex ideas easy to understand. We use a whiteboard-and-paper format we call Paperworks that is designed to cut out the noise and stick to what matters.