Posts Tagged ‘social’
3rd April 14
A repost of one of our monthly tech columns for Marketing Magazine, this one on the globalisation of social media and what it means for, well, all of us. This article first appeared on 04.03.14. It sets the scene for a regular round-up here on technology in China and Asia Pacific by Carol Ong (based on her own newsletter), the first one of which is here.
The comforting phrase “social is local” has echoed through marketing departments for a while now. Comforting because it suggests it’s enough to have experienced, tech-savvy people representing the brand on the ground who know their own community backyard. No question, local intelligence is vitally important. But as this year unfolds, I think we’re going to see some shifts in how social media marketing operates around the globe. Call it a new form of ‘social migration’ that global marketers in particular should pay attention to.
I say this for a few reasons:
1. The growth of the largest social networks now depends on new geographic territories
If you’re Facebook, what do you do once you have 1.23 billion monthly active users on your platform (813 million of which are on mobile, 60% of whom are returning daily)? You take your now mobile-first platform, commit to making it more efficient so that it uses less bandwidth in markets where that really matters and simultaneously set about putting the technological infrastructure on the ground to accelerate providing Internet connectivity “for the next 5 billion”; which is exactly what Zuckerberg is doing via Internet.org, announced last year. This is clearly a philanthropic and a commercial move: two thirds of the world without access to the Internet represents a giant growth opportunity. And Facebook aren’t alone in turning their attention to the rest of the world. Aside from Facebook’s partners in Internet.org (Samsung, MediaTek, Ericsson, Nokia, Opera and Qualcomm), Twitter’s IPO last year revealed it was targetting Argentina, France, Japan, Russia, Saudia Arabia and South Africa for faster growth than the United States.
2. Mobile powers the pace of the shift
New behaviours often make existing services redundant, but the explosion in mobile penetration and usage worldwide*, creating what the World Economic Forum describes as a “dramatically altered business environment” across Africa for example, has allowed the leading social platforms to continue to grow, despite newer players arriving and scaling at vertigo-inducing pace: China’s WeChat, plus WhatsApp, SnapChat and Instagram being amongst the most salient. With social media, if your service is mobile first, a rising tide really does float all boats.
3. Cultural importers can export too
This time last year I was sitting in Beijing, listening to the CMO of Alfred Dunhill, Jason Beckley, speak about bringing a luxury British brand to the world. His words were refreshingly open-minded:
“Our market is in migration,” he summised, “…and we’d be naive if we thought luxury will always be an imported idea.”
The same is true of technology. If you want to predict the future of social and mobile, you’d do worse than watch China. It’s not just about the giant data pool. Historically dismissed for copycat innovation, the market is now home to some trail-blazing companies like the mobile company XiaoMi, with their eyes set on a global marketplace. By way of another example, take WeChat’s early rebranding for global rollout and their omnivorous approach to development (originally a messaging service, they added photo sharing & filters, games and now taxi bookings, with deeper mcommerce on the near horizon). Burberry announced a ‘digital innovation partnership’ with WeChat in February.
In short, I’d suggest we get used to the idea of ‘guanxi’, a Chinese term meaning both personal and business networks or connections, extending into Europe and the US this year. Taobao, Jack Ma’s equivalent of eBay but several times’ the size, recently shared a list of the hottest shopping keywords used in 2013. You may think it’s too early to get excited about keeping up with the rise of tuhao, buying yellow ducks and avoiding peng ci, but as technology businesses go about smashing geographic barriers and consumption get more collaborative, I wouldn’t bet on it.
*According to the content marketing service, Percolate, ‘pull to refresh’ is the most used gesture in the world – for more stats and analysis, check out their excellent The State of Content Marketing piece last year and more recently ‘Weibo, WeChat and the Future of Chinese Social Media‘.
Update: check out more on XiaoMi’s international expansion roadmap here, (via Benedict Evans).
18th October 13
Author: Shea Warnes, Social Strategist, BBH London
Who are we looking for?
“Get us more page likes!”
“We need a Facebook sticker on our vans”
“Let’s make a viral!”
“People need a hashtag they can really get behind”
“Lets do what Oreo did in the Superbowl”
“We want people to film videos of their grans dancing”
Do these statements make your skin crawl? If so, we’d like to talk to you.
BBH is looking for a Social Strategist to join our rapidly growing Social team. We need someone who can cut through the social waffle and understand the true business needs of a brand.
What is a Social Strategist?
Social Strategists at BBH are passionate advocates, well-versed in digital communications. They have a strong strategic background – a traditional understanding for a modern environment.
They understand the technologies that enable social communication and think with the community or user in mind. A passion for the platforms is essential, they are called upon for the latest developments within the industry. They have an intuitive approach on how best to work with communities and develop advocacy for a brand. They can identify and articulate a social insight based on audience behaviours.
They will help lead the agency’s vision for social, inspiring teams, challenging the status quo and optimising campaigns for social. The role is crucial for helping BBH get to great ideas, so creative thinking is a must.
Expectations of a BBH Social Strategist
Present strategic thinking clearly and convincingly, in terms that make social media strategy understandable and tangible for all
Develop stand alone social strategy for brands/campaigns, working into the Social Strategy Lead and working closely with the BBH Brand strategists
Continually strive to develop fresh insight and original thinking which adds value to the client’s goals in social and helps build creative ideas
Understand how the advertising you are involved in actually works, and whether or not it is effective and how appropriate it is for the social platform in question
Deliver external training programs in social media, skilling up clients with the latest knowledge
Establish the foundations of process and best practice for social media in client organisations
Extensive knowledge of social platforms and social behaviour on them
Be able to get your ideas across to any audience, via simple articulation and well-argued logic.
To adapt your method of communication to suit the needs of different audiences (written vs verbal, formal vs informal, etc.)
Already demonstrated a strong understanding of social through strategic and creative recommendations that have been implemented
3+ years working in strategy on social projects
Successful social projects with their influence stamped on them
Experience presenting to and collaborating with clients.
Ultimately, like all BBHers, Social Strategists are ‘good & nice’ – someone who wants to make great work and work in a great environment.
If this fits you down to a T, or know of someone who it might, then send in a CV to: email@example.com
26th September 13
Author: Ben Shaw, Social Strategy Lead, BBH London
You’re sitting there asking yourself two questions:
1. What the hell is a Social Engagement Director?
2. Why has an agency created another job title I haven’t heard of before.
The thing is, we don’t properly know how to describe this sort of person. And there aren’t many of them around, which is why you may not have heard the title before.
Ok, we own up, they are *gasp* a hybrid.
They’re both sides of the coin. They know their stuff about engaging people in social platforms and can work with a team & client to get it done. They’ve put together the pieces of a content calendar and taken it apart to manage the process for getting it made. They know what metrics to measure and how to package it for different client needs. They want to write the strategy and manage a team. Essentially, they’re a thinker and a doer.
So, we’ve established they’re a hybrid, what else does this fantastical person behold in their skill set?
They will have been around the block. They are likely to be doing one these roles: Senior social media planner, Senior social strategist, Senior digital marketing manager. They will have delivered in spades across a variety of clients and have strong, informed opinions on where the social landscape for brands is heading.
We’re looking for a senior, brilliant practitioner with proper experience who is going to develop & strengthen our social team. They will be co-managing a team of handpicked specialists comprising of analysts, social strategists, community managers, influencer networkers, and working alongside account strategists to develop best practice social thinking and output for our clients.
BBH is fortunate enough to have some of the best brands, big and small, in our portfolio because we’re a restless company, constantly striving to do the most effective and exciting work possible. Creating socially connected ideas is at the top of our agenda for growth, so they need to have an entrepreneurial attitude to their work – enough to continue to grow the BBH social offering and grasp new business opportunities.
They know the latest ins and outs of marketing on social platforms – because they are passionate about this, both personally and professionally. They can easily define a brands business & social objectives, focus on how that brand can serve the needs of a community, write a brief and work with creative teams to help shape an idea. They know all the those important acronyms like KPI, ASU and yes, OMG.
A good cultural fit
Like all BBHers, they’re ‘good & nice’. They want to do great work and have some fun doing it.
We’re looking for one of them. A Social Engagement Director.
If think you are one, or know of one, get them to send a CV to: firstname.lastname@example.org.
7th August 13
It was a great man, Ferris Bueller to be precise, who once uttered the immortal words “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” So wise and so relevant it seemed to me, as I reflected upon the phenomenon that is Snapchat. Last month, less than 2 years after launch, Snapchat raised $60m in funding on the basis of a $800m valuation from prominent VC’s. Dennis Phelps of Institutional Venture Partners gushed emphatically “The funding round was “one of the most competitive financings we have been a part of in years”. Despite the fact that they are yet to make a single dollar from advertising or charging users.
In many ways Snapchat embodies the very essence of the ephemeral but I couldn’t help wondering if it might be a signifier of a broader trend unfolding, something more fundamental and profound. As a generation of “digital natives” grow up and look to their future, and the whole world considers the repercussions of Edward Snowden’s revelations, it appears that we are collectively reappraising our engagement with the digital world. We grow increasingly aware of our ever deepening reliance on networked technologies, the blurring of public and private space, and the changing nature of our relationships with others, and we are beginning to explore new strategies to respond.
The Snapchat story
The genesis of Snapchat is shrouded in claim, counter-claim and litigation, and comes complete with its own Winklevoss Twin (singular sadly). In 2011 Evan Spiegel and Bobby Murphy took their Stamford University classmate Reggie Brown’s idea for a self-destructing messaging service and launched the app in September 2011 that year. Since launch the user base has grown at a staggering pace despite many detractors trying to write it off as a novelty app for creative sexters. Take one look at the numbers its obvious that there’s more to it than that. Snapchat users, particularly teenagers and college kids, now share over 150 million pictures every single day, more than four times Instagram’s daily shares.
Building the Ephemeranet
What’s particularly interesting is that Snapchat’s unique appeal comes from restricting, rather than enabling the intrinsic connectivity of the web. It lets people share experiences with friends, but it does so in a way that is time-bound and impermanent. Nothing you send is stored, and none is searchable. A generation of users who’ve grown up immersed in the social web are beginning to realise that their intimate experiences are not only available to their friends. They are also open to would-be employers, their parents, even that girl they may want to marry someday. According to Evan Spiegel the increasing pressure on them to manage their idealized online identity has “taken all of the fun out of communicating”. In glorious contrast, the transient and ephemeral nature of Snapchat provides a more spontaneous, less controlled or contrived way of communicating. By simplifying a security process enough to the point that anybody can use it Snapchat has created a market for privacy protecting ephemeral communication, an opportunity investment money will help them exploit further.
Potluck vs Performance anxiety
In July Josh Miller and the team behind Branch launched their new platform Potluck. Potluck, though very different to Snapchat, bears comparison because it also provides users with an interesting alternative to the performance anxiety of mass social interaction.
Potluck is essentially a link-sharing network built on top of a users’ social connections from Twitter, Facebook and Gmail. But unlike many of today’s social networks the focus is not on having users craft an online persona, but rather on the content being shared. Links shared on Potluck aren’t accompanied by people’s names or avatars, only the topic or name of the link, and the number of your friends who are talking about it. Instead of worrying about how popular your posts are, or how interesting you look because of what you share, you can focus on more genuine conversations around the subjects that really matter to you. The performance anxiety is gone, making it more accessible for everyone. As Miller explains “The whole reason we took the time to even focus on Potluck, is because we really do want to empower the people who are not having conversations to have conversations.”
Free to browse anonymously
If Edward Snowden and his revelations about the NSA’s PRISM programme have taught us anything (other than to beware of transit in Moscow airport) it is that our digital click-stream is an open book ready to be read by anyone with the computing power and inclination to sift through the meta-data.
The involvement of Microsoft, Yahoo and Google in the US spying programme has given an unexpected boost to lesser know search rival DuckDuckGo whose search requests have almost doubled to over 3million a day in the last month alone. DuckDuckGo provides ‘private’ internet searches which means that it does not track users in the same way that the big listed above do. It does serve Google-like ads, but without the customisation.
As founder Gabriel Weinberg explained, DuckDuckGo chose not to store search data because it reveals so much about us. Search data, he says, “is arguably the most personal data people are entering into anything. You’re typing in your problems, your desires. It’s not the same as things you post publicly on a social network.” Having decided that searching is intimately personal, he deduced, rather presciently that governments would want to get hold of search data. “I looked at the search fiascos such as the 2006 AOL data release, and decided that government requests were real and would be inevitable, and that search engines and content companies would be handing over that data [to government] in increasing amounts.”
Whilst DuckDuckGo’s numbers are hardly going to keep Googlers up at night this trend is illustrative of the growing recognition of the need to take control of the public availability of our browsing histories. Whilst DuckDuckGo’s entire premise is predicated on anonymity, “Incognito browsing” is of course a standard feature in Chrome, and similar features have since been adopted by Firefox and IE. Providing anonymous browsing may seem like a counterintuitive move for Google given their business model, but by giving users control over their anonymity on the most sensitive sites these features are more likely to reduce cookie deletion rates, thereby increasing the ability to target ads, thereby increasing revenues.
Military grade encryption from the App store
For those wanting the next level of privacy look no further than Wickr, created by Nico Sell, security expert and long-time organiser of Hacker convention Defcon. Wickr is a serious security-focused app that uses “military-grade” encryption to send text, video, voice, and document files that can self-destruct after a given period of time.
Hospitals and law enforcement have expressed interest in a similarly functioning Android app, Gryphn. Encryption legend Phil Zimmerman, inventor of Pretty Good Privacy or PGP, an encryption system so powerful that its distribution was once classified as arms dealing by the US government, is also developing an exciting and powerful suite of communication apps through his company Silent Circle. They are not for “average” users, but they will provide massive improvements in security for business and serious individuals who are looking for it.
So what does it all mean?
“Life is once, forever and new all the time” ~ Henri Cartier-Bresson
The Web 2.0 evangelists proselytised the benefits of a new era where we are all publishers. The Social Web enabled us to harness not just the wisdom of the crowd but the wisdom of our friends. Every moment, every memory of our lives effortlessly shared through our ‘feeds’ creating a permanent, public, searchable and socially verified record of our lives. And why? Because we could. But sometimes “Because we could” isn’t reason enough. Without serendipity we grow stale and predictable. Without spontaneity we deny the authenticity of our human response. Without our privacy where is there space for intimacy or dissent?
Once opened this Pandora’s box cannot simply be closed, nor would we want it to be. But there is an alternative. Snapchat’s self-destructing pictures are fun, but they are more than that. They are fleeting glimpse of what we crave, the means to put us back in control. Providing us with a most important ability in this networked age, the means to disconnect.
10th January 13
Author: Jim Carroll, Chairman, BBH London
‘The mirror crack’d from side to side;
“The curse is come upon me,” cried
The Lady of Shalott’
Alfred, Lord Tennyson – The Lady of Shalott
I attended the Pre-Raphaelites exhibition at Tate Britain. Not entirely my cup of tea. Rather flat, two dimensional narratives of a romanticised past. Curiously the Pre-Raphaelites were regarded as radical in their day. It’s perhaps very English to express revolt by looking backwards…
I was nonetheless quite taken by a Holman Hunt painting of The Lady of Shalott. It seems to show a beautiful woman caught in a bizarre knitting accident. In fact it refers to a poem by Alfred, Lord Tennyson.
In the poem the mysterious Lady of Shalott is imprisoned in a tower, cursed to weave imperfect impressions of the world outside from the reflections she captures in a mirror. She weaves images of the traffic on the road to Camelot, the shepherds, knights, market girls and page boys that pass by her castle prison. But the curse denies her direct sight of life outside and ultimately she is unfulfilled.
‘ ”I am half sick of shadows,” said
The Lady of Shalott’
One day The Lady of Shalott steals a glance out of the window at the noble, handsome Sir Lancelot and with that glance the mirror cracks. She escapes her imprisonment in the tower and takes a boat down river to Camelot. At last she can see the world as it truly is.
This may sound daft, but I couldn’t help thinking about market research.
My first job was as a Qualitative Researcher and I guess I was engaged in a form of reportage. Relaying to Clients what consumers thought and did, summarising their behaviour, interpreting their opinions. Like the Lady of Shalott I was weaving imperfect impressions of the world. Reducing culture to basic bullet points, pithy Power Point, vivid verbatims. We were all well aware of the shortcomings of this approach, but it was the best we could do at the time. I recall how, a few years into my career, the introduction of even the smallest piece of video stimulus to a research debrief could revive Clients’ flagging attention. It was the late arrival of actual consumers in the room.
‘For now we see through a glass, darkly; but then face to face: now I know in part; but then shall I know even as also I am known.’
1 Corinthians 13:12
Perhaps with the social web a mirror has cracked. Disintermediation is the order of the day. We can gain fast, cheap access to raw, unfiltered consumer opinion. We can tame big data to animate culture. We can demolish the distance between concepts and customers. We can bring consumers into the creatives’ office, the innovators’ lab. We can workshop ideas. We can test real time in beta. We can see the world as it truly is. Live and direct. It’s invigorating, liberating, revolutionary. With one bound we are free. Read full post
31st July 12
Author: Vicki Maggs (@maggsy), Digital Analyst, BBH London
As we’ve all heard repeatedly, London 2012 has been anticipated as “The most social Olympic Games yet”, and it’s easy to see why. Since the Beijing Olympics in 2008, Facebook users have grown 800%, Twitter users by over 8000% and Youtube videos are now generating 72 hours of video per minute. Not to mention the launch and growth of Google+, Pinterest, Instagram and Foursquare.
Friday night saw the Opening Ceremony of the London 2012 Olympic Games with 26.9 million UK viewers tuned in. According to Twitter, this one night alone generated more tweets than the entire duration of the 2008 Beijing Games - 9.66 Million.
Using Sysomos, we found over 840,000 tweets tagged the #openingceremony with the peak of conversation occurring on Mr Bean’s entrance. Interestingly, he was also the most discussed topic of conversation (aside from mentions of Danny Boyle @DannyBoyleFilms) – being picked up all around the world as a successful nod to British culture and humour. Mr Bean gained a very positive response with 97% of conversation favourable. Read full post
17th February 12
A version of this post originally appeared in the 16.02.12 edition of Campaign magazine.
Billed as a dive into the “rapid evolution of data visualisation tools”, last week’s ‘Future Human: Transparent Life’ could have lost its audience at ‘hello’. Data viz may have become a hot topic in recent years, but there was also plenty of healthy scepticism in the room relating to its publicity hungry off-spring, AR. Ah yes, Augmented Reality.. which, until very recently, has had to work hard not to be dubbed Awkward Reality.
Yet a few minutes in, the event’s organiser and first speaker, the journalist Ben Beaumont-Thomas, had held the audience’s attention, wise-cracking his way through a history of human motivation behind how we portray ourselves in public (the 1970s neatly summarised as a ‘me’ decade of solipsistic confusion; the 1990s as an ‘us’ decade, the start of social transmission and an accompanying loss of privacy), before moving swiftly up to date, to focus on how we consciously and unconsciously allow increasing amounts of information about ourselves to be generated and left in the public domain: the ‘transparent life’ of the event’s title. And with that, the talk became less about bytes of visualised data and instead about something both simpler and more profound: human identity and the blurring boundaries between our private and public selves. Read full post
27th May 11
Author: Jim Carroll, Chairman, BBH London
Sometimes recently I’ve woken up in the middle of the night and there have been birds singing in the street outside. Two or three o’clock in the morning, well before sunrise and they’re chirping away, casually, confidently.
I’m no ornithologist, but shouldn’t they be saving it for the dawn chorus?
Inevitably one is troubled by the abnormal. My initial concern was that their singing portended some dark event, an omen of impending doom.
But the world didn’t implode.
I wondered was I witnessing some form of ecological fallout? Was the nocturnal bird song an unnatural response to an unnatural environment?
The bird authorities’ website reassured me that our feathered friends sing primarily ‘to attract a mate and defend territory’ and that some species are just happy to do these things at night.
I prefer to imagine that the birds outside my window are adapting to the modern world. Working, socialising, eating and courting on a more fluid, 24 hour, ‘always on’ basis.
Perhaps the collective unconscious of London sparrows has connected with humanity’s accelerating metabolism. Perhaps they’re embracing deconstructed social norms, flexible working, speed dating.
Maybe this also explains the migrant foxes that have long since given up the tedium and conservatism of rural life for the bright lights and diversity of the metropolis.
I have always liked the idea that change is a social, collective thing. That we like to change together, that we are reassured by community even when that community is evolving in different directions.
I have sadly found it frustrating to entertain philosophies to which my Clients do not yet subscribe.
As a student I was taught that a society in some respects behaves like an orchestra. It assigns ‘in tune-ness’ to behaviours that are consistent with everyone else and it rejects abnormal behaviour as ‘out of tune’.
This of course has its downsides. But it’s reassuring to consider that, as we run at the future, we may be taking the the wildlife with us…
18th June 10
Author: Heidi Hackemer (@uberblond), Planning Director, BBH New York
What do our clothes say about us? Why do spend so much time on what we wear? What happens when we don’t?
Starting Monday, June 21st, a group of people from California to Dubai are going to take part in a little experiment: each participant gets to choose six (and only six) items of clothing and pledge to wear only these six items of clothing for a month. They’ll share their experiences via a group blog throughout the course of the month.
People have asked what the philosophy is behind the experiment and most assume it’s a statement about consumerism. In reality, we haven’t dictated a driving thought. Rather it’s about putting a challenge out there and seeing what people bring to it and do with it. Even in this pre-experiment era it’s turning out to be a nice brief: tight enough that there are walls and consistency, loose enough that the output will be varied and ripe for discussion.
To understand what people are bringing to the table, the one question we ask at sign up is “why”? So far, the primary motivation falls into one of four camps:
2) the mental freedom that comes with a uniform
3) creativity (“let’s see how inventive I can be with this limitation”)
There are a few things that we’re really liking about this experiment that will hopefully make us smarter about people and communities down the road:
1) The experiment itself. We’re deadly curious to see how the month will go and what it will unveil about the participants and their relationship to their clothes.
2) The speed at which it went from a little idea amongst two friends (myself and my former colleague at Fallon London, Tamsin Davies) to an idea that has been embraced by people globally and how digital tools are allowing to manage and keep pace with the spread.
3) The fact that this isn’t about an agency or a brand, but rather it’s first and foremost about collaboration with a community of curious people. The experiment has grown and breathes with that community and if we can help it continue to do so, should be quite interesting. That being said, in true spirit of BETA we’re the midst of updating the blog so it can handle a larger community (should be ready by Saturday) and also looking to add in some data capture and perhaps a sponsorship mechanism into the site experience.
It starts Monday the 21st – brave enough to give it a shot? You have until Sunday to sign up, details are here.