Social Objects: BD Bites Presentation 23rd June 2011
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A brief introduction to the concept of Social Objects and why they represent a simple, powerful way to think about marketing in the era of conversations.
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Social Objects: BD Bites Presentation 23rd June 2011
- 2. BD Bites
- 3. SOCIAL OBJECTS (OR “Why exactly are we having this conversation?”)
- 4. Origin of the term “Social Object” Jyri Engestrom Sociologist, Founder of Jaiku and Nokia/Google Product Manager Hugh MacLeod Copywriter, Cartoonist and Entrepreneur
- 5. Social Lubricant to Social Object
- 6. WHAT IS A SOCIAL OBJECT?
- 7. “The Social Object ... is the reason two people are talking to each other, as opposed to talking to somebody else.”
- 8. Social Objects Connect People Social Objects Connect People Social Object Person #1 Person #2
- 9. Q: Is “brand X” a social object? A: NO. Not yet.
- 11. The Pub
- 12. Star Wars
- 13. Football
- 15. WHY ARE SOCIAL OBJECTS IMPORTANT?
- 16. Because of the shift from ...to this ...this
- 17. Marketing still prefers products to people ‘cos people are unpredictable
- 18. We’re primates. We like to groom each other.
- 19. WHAT MAKES A GOOD SOCIAL OBJECT?
- 20. Gravity
- 23. Frequency
- 26. Variety
- 30. 1. Define the Social Object
- 31. 2. Define the “doing words”
- 32. 3. Enable sharing (doh!)
- 34. FINAL THOUGHTS
- 35. It’s not about likes. Social Networks form around Social Objects, not the other way around.
- 36. It’s the oldest idea in the book. “Why don't we engage people? Why don't we entertain them?” Bill Bernbach Founder of DDB, 1949
Editor's Notes
- Thank you to Lyndsay Smith for organising lunchtime talk.
- Have you heard of the term Social Objects?It’s a relatively new idea that relates to a much older old idea that advertising should engage and entertainThe reason it’s a useful is that it offers a simple yet powerful way to understand marketing in a social context and to ensure that you plan campaigns that have conversation at the core
- Term originated from a “conversation” between two smart guys.Hugh MacLeod – content, ideasguy. Doodles on business cards and dabbles in WOM marketing.JyriEngestrom– technology guy. Created microblogging service Jaikuas a so he could organise going for a beer with his friends.
- Hugh MacLoud– helped create successful WOM engagement for Stormhoekwine via blogger outreach. As a result, Microsoft commission limited edition wine with one of Hugh’s doodle as the label.Jyrito describe this “wine as a social object” and idea of the “social object” is born.
- Quote from Hugh MacLeod http://gapingvoid.com/2007/12/31/social-objects-for-beginners
- People don’t socialise randomly. Social objects tie us together.Conversation happen around social objects.
- Question anticipating response that a product can be a social object in it’s own right.
- “The Apple iPhone is the best example of Social Object”Examples:Must-have gadgetsSocial destinationsShared interests
- Shift from broadcast to conversational marketingMessaging delivered through fixed channels in predictable ways as opposed to multiple overlapping conversations happening all the time
- Less scary to fall back on “brand truths” and “target markets” than have conversations with people.BUT “behaviours change because of people interacting with other people, not technology or design really doing things to people.”http://herd.typepad.com/herd_the_hidden_truth_abo/2007/12/on-the-seventh.html
- We share ourselves with others via Social Objects.
- The bigger and more noticable an event or activity is the greater the ripple of conversation.Example: BBH use mantra “Superbowl to super social” evident in their campaign for Yeo Valleyhttp://bbh-labs.com/superbowl-super-social-the-story-of-yeo-valley
- We create some big events ourselves at BD even if these are BTL – e.g. Coca Cola Christmas truck
- Example of other work - flashmobkaraoke in Trafalgar Square for T-mobile
- Easy things you can do again and again that sustain momentum and show evidence of activity
- 16,000+ pictures of cats were uploaded as part of our Whiskas campaignhttp://www.flickr.com/photos/39093163@N06/
- Example of other work - Tiffany’s in New York, sharing moments on a map
- Lot’s of little things can equalbig things given time
- Daft/useful stuff always works – in addition to core promotion entries we created free virtual goodies and recipes to broaden ways in which consumer could engage with Heinz in Australia.
- “Lucky Likes” by Poke – example of small fires approach by Orange and great example of how to use facebook in a playful, interesting way
- What’s the big idea? Familiar enough territory. Lightbulb is a Plumen – subtle segue way from Poke via NikRoope :-)
- What are the actions and behaviours that we want people to take and the verbs that describe these?
- Ensure that the means to share are present from start and built in to the idea – don’t add this at the end and expect it to work.
- Always consider how to reward the user for adopting the desired behaviour.You came to this talk, you get a free lunch. You come to another talk chances are you’ll get another free lunch. Me hungry now.
- Don’t let the way the social network functionsdictate the object you need to create and share. We aren’t in the business of promoting facebook.
- Quote from JohnHegarty "Process kills creativity. It has to be people. Salesmanship in brands is an art, but clients want to believe it is a science. This is why they research things all the time. But Bill Bernbach – the guy who founded DDB in 1949 – was right back then when he said 'Why don't we engage people? Why don't we entertain them?' Not a lot has changed, really.“http://www.guardian.co.uk/media/2011/jun/13/interview-john-hegarty-bbh
- Are you?