Urban Lifestyle Report - New Media (Oct 08)


Published on

An old number of our trend report about the new media landscape. For more information head over to www.urbanlifestylereport.com and register.

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Urban Lifestyle Report - New Media (Oct 08)

  2. 2. CONTRIBUTORS TOUGH TIMES OR GREAT OPPORTUNITIES? Tomas Nihlén, Editor in Linda Pierre, Editor and Lisa Sculati, Writer. San Chief and writer. Co-founder responsible for layout & Francisco based freelance Lately both analogue and digital media have been dominated of Urban Lifestyle. Holds a design. Co-founder and co- writer and radio journalist. by bad news, layoffs and depressing prognoses for the near future. very strong interest in new owner of Urban Lifestyle. She Enjoys exploring the latest The heavy duty VC firm Sequoia started a crisis meeting with a slide media and how Internet is is also marketing director for trends in new media, blogging saying “R.I.P Good Times.” Now all “unnecessary” costs for web changing the fundamentals an e-commerce site in the about Sweden, learning startups have to be cut to decrease the burn rate and demands to of the whole marketing arena. travel accessories category. Swedish and spending time break even faster are getting more visible. For marketing consultants He parttcularly keeps an eye Linda enjoys actually using outside. Has worked with this means they need to convince their clients that marketing is on the evolving Internet video social media in her daily work so called ”old media” or necessary even, or especially, in hard times. scene. Also loves podcasting instead of just talking about ”traditional media” for more both as viewer and creator. it. than a decade. In tough times market shares comes with a discount and when competitors lose their focus and spend all their valuable time staring at balance sheets you might just have the perfect opportunity to steal some of their market shares. If you are a consultant you might want More writers Editor in Chief Tomas Nihlén tomas@urban-lifestyle.se +46 8 501 64 377 to focus more on selling value rather than your time at an hourly fee. Lia Dutra, strategic planner at the Brazilian Editor & Creative Director Linda Pierre Offense is often the best defense and it’s always good to try to agency Africa Propaganda. linda@urban-lifestyle.se +46 8 501 64 376 increase revenue before focusing on the cost side. But lets not get Hjörtur Smárason, Anthropologist who went stuck in this crisis, there are a lot of other interesting things to talk Subscription practical. Writes, speaks and consults on Internet 5 issues/year, 175 Euro. about. For instance we have chosen to focus a bit extra on what we marketing. To buy one single report, head over to Filehill.com and other refer to as “The Social Media Election” and “Consumer Uprising.” The Andrey Zhukov, Future entrepreneur from Royal Images & illustrations first expression doesn’t need any further Institute of Technology who wants to improve our Images and illustrations are all if not taken by any lives with new technology. of our writers, been approved by the copy holder, explanation but the second one stems from free of use for commercial purpose or are licenced the blogger uprising we noticed in Sweden Ben Grossman & Marta Kagan, founders and under Flickr Creative Commons. when the authorities decided to wiretap all strategists at the marketing agency BiGMarK. Internet traffic in and out of Sweden. The Web page & blog www.urbanlifestylereport.com bloggers wouldn’t have it and an instant Tamora Burk, strategist with a focus on product development, trading and design at the agency www.urbanlifestylereport.com/newmedia grassroots movement was born on a scale Maverick-Dean. that we have not seen before in Sweden.
  3. 3. in this issue 42. 2008.10 4. BRANDS 59. miscellaneous In this issue we decided to drill Lisa Kudrow is doing web based therapy for down deep into what we would Lexus in their latest and greatest jump into like to call ”The Social Media online video. This projects leans more towards Election” (the US presidential election that is). It’s a political 41. PEOPLE ”branded entertainment” a la BMW rather than shaky mobile videos a la YouTube. campaign that offers insights on The days of consumers playing nice is over. We also give you some pointers on becoming the future of marketing. Using If you cross them you might be staring down a Twitter pro, and speaking of pros this issue’s social media as an essential part the barrel of a consumer uprising. In Sweden profile is Nicholas Gill. You can find his blog of very integrated campaigns that’s what happend to the authorities when here and his podcast here (and keep an eye both candidates are kicking some they decided to start wiretapping the people. out for a cameo from Urban Lifestyle there in a big brand butt this time around. But that’s just one of many examples and you future episode). No wonder Obama wins the title might as well read and think about it to make ”Marketer of The Year” by AdAge, sure that it never happens to you... Since this beating Apple and Zappos. 5. topic was so interesting we even decided to produce a low budget web documentary about it which even caused some debates in countries like Spain. 25. MEDIA YouTube now lets you easilly buy music from selected video clips. The future of monetization for online video according to Google. We think it sounds very interesting. It’s interesting because it’s about finding ways to do something positive for you and your brand during recessionary times. Market shares are cheaper, the competition loses focus and so on. We also take a look at exactly what the F**K social COVER IMAGES BY: media is really all about. 31. 49. aaron.michels & billypalooza
  4. 4. 4 A picture doesn’t always say more than Text: Linda Pierre a thousand words U ser generated content has been around for a while now. It could even sound like a tired term. But there are big differences in how much BRANDS control you give the users and how much is controlled by the brand. In some cases the users might even feel like they are not creating content, but rather just picking from a set of templates. Ford Fiesta recently launched a European campaign centered around photos In each issue we explore what brands are doing to prosper in the instead of words.They did so by wrapping a car with photos from “the people”.. digital age and how the area of branding is evolving thanks to ll photos are are licensed under Creative Commons to avoid legal problems. Visitors to the site can click on individual images to see the source and new media. In the section ”Digital Branding in Focus” we take a photographer and also decide which images should stay and which should go. closer look at a specific brand category. Another feature is the ability to share these photos. But here Ford missed an important ingredient in social media. Sure you can email the link to the image on the Ford site to friends, but you can’t post it directly on your Facebook A picture doesn’t always say more than a thousand words 4 account or make a social bookmark and so on. The Wine Industry dives into Social Media 5 The point of the campaign isn’t obvious to me and I think they could have Digital branding in focus: ”The Social Media Election” 8 pushed the envelope further. Perhaps with more features for interactivity What if the world could vote? 20 like comments or perhaps even using video instead of photos. Well polished Bettering your Business Blog 22 and nicelly done, but the next time I would like to see something a bit more innovative!
  5. 5. 5 Another trend emerging in the wine industry: The Wine Industry podcasts to reach out to a target audience. Randy Hall co-hosts a podcast called Wine Biz Radio out of California’s Sonoma Valley. Hall comes from a high tech background, having worked 16 years at dives into Social Media a Fortune 100 firm. “I find that the people who I’m trying to reach are early in their careers in the wine industry (young firms open to new technology, and Text: Lisa Sculati furthermore, the generation weaned on the internet),” Photo: Kyle May says Hall. “It’s about finding that group of like-minded wine folks who are out to make a difference. I have high expectations for where the wine industry will be with respect to the internet and social media We’ve arrived at the day and age where Hosted by New England based Bin Ends in a couple years time. Right now, the small Wine, you can take part in a monthly and nimble players in the wine world are you can now enjoy a wine tasting online. wine tasting on the micro-blogging site all over the web, they get what it’s You don’t need to plan a trip to Napa Twitter, usually on the third Thursday about, they get that social media of every month. It’s an international wine is a conversation and not just Valley, Sonoma Valley, France or Spain to tasting in which consumers may comment, another media channel.” sample fine wines. In another example of ask questions and have a conversation with how one industry is expanding its customer the makers of a month’s featured wines. This allows winemakers to connect with and form a base and improving consumer relations relationship with wine connoisseurs who are not able through social media, wine merchants to travel to their region, as they reach a segment of their target audience that they cannot interact with have begun to offer online wine tastings. through traditional media or face to face.
  6. 6. 6 BRANDS MEDIA PEOPLE Hall says you could call Wine Biz Radio, “From Sonoma Valley To Your Ears,” something of a hybrid/crossover show. “It originally started as a radio call-in talk show on a community radio station in the town of Sonoma in 2004 by my co- Vaynerchuck says his dad host Kaz (aka Richard Kasmier of Kaz Winery), basically dragged him into centered on talking about and talking to folks the family business, a small in the wine industry. My involvement with the liquor store in New Jersey. “I show (as co-host) started in early 2007. Prior to hated every minute of it until I joining the show, I had separately hatched the realized that people collected idea that I wanted to start a podcast about the wines just like they collect wine industry, interviewing winemakers and baseball cards. I started newsmakers, with a California focus. In the reading Wine Spectator and second half of 2008, we both realized that our The Advocate and before commitments were such that we weren’t able to long I was the primary buyer take the time off to run down to the studio when for our store.” the show was supposed to air. So, we decided to produce our show outside the radio station, using In addition to his wine my equipment and taking on podcast production. industry responsibilities, To maintain audience involvement, we use the Vaynerchuck speaks at many Talkshoe.com conference call service, which high tech conferences, including Blog World Expo in Las Vegas. “A few years ago I saw provides you with a fully manageable chat/audio the internet becoming more social and really saw the opportunity to leverage web tools for interface, so you can host and record shows personal branding. I really feel like anyone who is not using these tools has missed the boat that have many callers talking or muted, with a completely. All of these are tools that allow you to reach and engage an audience to build text chat that provides those more timid souls a your brand.” way to interact with us. We primarily offer our podcast through our website.” Hall says their On the issue of the wine industry turning to social media, Vaynerchuck says there has been main audience can be found in the USA but they a big movement, especially among bloggers and other folks that are looking to get their voice also have international listeners in Australia, out. “I think you’ll see more wineries and winemakers making noise via social media in the France, Canada, the UK and even China. coming months.” Across the country from Sonoma Valley, Gary The company behind Wine Library TV, The Wine Library is a large Internet retailer, Vaynerchuck hosts Wine Library TV, a daily disseminating daily wine offers via Twitter, Facebook, and MySpace. “Ultimately it’s video blog devoted to wine, out of New Jersey. been the building of my personal brand and WLTV through social media that has raised
  7. 7. 7 BRANDS MEDIA PEOPLE the notoriety and customer base of Wine Library. We are in the midst of a personal branding gold rush. Anyone in wine or any other industry has the opportunity to make a name for themselves by seizing the opportunity presented by all these social media tools.” Across the Atlantic, Spanish wine seller Excel Wines is taking advantage of social media tools to reach out to a European audience. Anna Axén, co-founder of Excel Wines, blogs and micro-blogs about Spanish wines and recently attended the first European Wine Bloggers Conference. Axén, originally from Sweden, now living in Bilbao, Spain, says she is very new to the world of blogging and social media. Her company’s blog site was created this past April. “We did it after realizing that traditional media didn’t do it for us. We wanted “The principal goal of the European Wine Bloggers Conference was to bring as many some feedback from customers and visitors of our bloggers as possible together to exchange ideas and experiences and to explore means service and products to be able to improve and in the of working together to give blogging, in particular wine blogging, more exposure and, end increase our sales. We got in contact with some ultimately, more clout. There were over 40 attendees which was a great turnout. Topics other wine bloggers in Spain who finally helped us discussed included blog writing, wine ratings and monetization.” For Excel Wines, it to get started. We are now using Twitter, Facebook, was principally a way of meeting other bloggers and hearing about their experiences. Open Wine Consortium and we’re reading loads of “We met some very interesting people and got some great ideas about how to improve other wine blogs around Europe. We use sites such and expand our blog.” as adegga and snooth to market our wines online.” Axén believes that social media use is still in its Through social media, fine wine connoisseurs and wine merchants are finding more infancy in Spain. “But more and more, wineries and opportunities to interact and connect. They’re talking to each other and they’re bonding. distributors are now realizing the impact of social The merchants become friends. The connoisseurs gain a more intimate knowledge of media and are starting to blog and tweet, etc.” regional and international wines.
  8. 8. 8 BRANDS MEDIA PEOPLE DIGITAL BRANDING IN FOCUS: ”The Social Media Election” Text: Tomas Nihlén Photo montage: billypalooza T he US election has sometimes election”. For instance BrandonbySutton Urban Lifestyle) as “The social media been referred to (and not just us at writes about this term in a recent blog post. Sutton points out that at the time of the last US election back in 2004 Facebook was only open for college students and YouTube wasn’t even launched yet! These facts are symbolic of how much the digital arena has changed since then. Not even terms like “social media” were coined at that time. The term web 2.0 was however coined that very same year according to Wikipedia but was still considered to be something only for tech-people and definitely not something for “regular” people having nothing to do with the mainstream crowd. Compare that with the reality of today. Take a look at your circle of friends and ask yourself, how many of them have managed to avoid signing up for Facebook or have never heard of YouTube? It’s a brand new world. With a new set of rules and opportunities. Join us for a journey into the social media jungle where the US presidential campaigns are chopping their paths with a machete and showing brands the future of marketing.
  9. 9. 9 BRANDS MEDIA PEOPLE Photo: Center for American Progress Action Fund Social media strategies - summary It’s really interesting to see that there are still people who think that social media is something just for a small niched audience with a clear tech focus and not for “the masses.” The smart people behind the social media strategies for Obama and McCain would not agree and that’s why they have been diving deeper and deeper into this area and at the moment kicking some big brand butt to be honest, pardon the French. What this shows is that even if the whole population hasn’t discovered social media yet, there are still enough people who have and these people can be mighty influential. This group is in fact now big enough to make social media apart of the regular marketing budget. It is important though not to think that you can treat social media just Senator Barack Obama like any other marketing channel and use it to push your content in yet * Twitter +103 000 Followers another direction. Companies must learn to think conversation instead of pushing messages. This might sound like a cliché by now but that * Facebook +2.2 million Fans doesn’t make it any less true. * MySpace +740 000 Friends Many bloggers have written about the social media adventures of both candidates, including Speak Media Blog which published a post that sums * YouTube Subscribers: +104 000 up some of the most interesting numbers from the online campaigns and Channel views: +17 million the engagement both candidates have managed to create. We updated the numbers a bit since they constantly grow. The engagement for both * LinkedIn 500+ Contacts candidates is huge, even if I think Obama plays in a league of his own.
  10. 10. 10 BRANDS MEDIA PEOPLE These numbers makes it obvious that Obama is either ahead because his campaign has been more successful or because his fans are more tech savvy, and maybe even younger than McCains’ fans. But a possible downside for Obama can be that some of his fans might not hit the polling booths on November 4th because it seems like he will win anyway. I’m not saying that it has to be that way, but it’s a potential risk from Obama’s perspective. Techno/Marketer wonders if the candidates will continue to keep their social media identities alive after the election or if they will let them become “ghost towns.” We will get back to that in the next issue of Urban Lifestyle Report - New Media. Some interesting aspects of the campaigns are for instance when Obama announced his VP candidate via SMS which reached over 2.9 million people. Unfortunately the news got out through traditional media first which sort of stole the campaign’s thunder. And speaking of things gone wrong McCain probably crossed the line when he asked supporters to copy and paste standard comments promoting McCain on blogs, no matter if the comments were relevant or not. That is probably why it went sour according to PR Squared, not the thought itself but the way it was executed. Comments should always be relevant and you should always be transparent and open Photo: Photo Mojo about who is behind a particular opinion or comment. Plus in the McCain case they offered participants “reward points” which might sound sort of like a bribe. Despite a few mistakes, both sides should be praised from a social media perspective for daring to try new ways to attract voters. Some mistakes could have been avoided, but all in all they have played this game well. Even though some might claim that, as usual, the candidates have spent too much time Senator John McCain and energy on “trash talking” their opponent. But that seems to be a classic problem in all US elections. * Twitter Unofficial Site +3 600 Followers There’s one last thing I would like to mention about innovative approaches * Facebook +588 000 Fans before we round off this article. Obama even bought ad space in a TV Game * MySpace +55 000 Friends called Burnout, a smart move that I don´t think McCain will copy... * YouTube Subscribers: +26 000 It’s obvious that the strategists behind both social media campaigns have Channel views: +1.8 million understood that there are not just a whole new set of opportunities due to social media, but also a whole new set of expectations to meet online. The year * LinkedIn 500+ Contacts 2008 will also be remembered as the year when the bar for political campaigns was raised to a whole new level. Now there is no turning back!
  11. 11. 1 1 BRANDS MEDIA PEOPLE Internet tools to follow the election There are a massive number of tools out there that let you follow the election and even help you decide which candidate you should vote for. Several popular blogs have made lists on the most interesting examples. ReadWriteWeb for instance recently picked 5 tools to visualize the election. One of these services shows which industries have donated money to the candidates and another one shows how money is earmarked for certain uses. There are many services that are focusing on finding the right political party for a certain voter such as Glassbooth, Candidate Calculator and Match-O-Matic. Politics4All is a social platform that lets candidates, citizens and There are several other tools directed to people outside of the US, political groups meet up, collaborate and try to achieve change in a like for example the site IfTheWorldCouldVote.com (which you can positive direction, whatever that might be. Another interesting social read more about in another article by one of the brains behind the platform is A Global View on the US Election 2008, a site created by site). Yet another site letting other countries participate in a fake LiveJournal to let reporters outside the US borders ask questions to US election is done by The Economist, according to Nevill Hobson. In voters and create discussions to get a feeling for how US voters think. the latter the world is divided into one electorate per country and Only companies with a deal with LiveJournal can use the service to all countries that can manage to collect at least 10 voters are in the post questions, but anybody can see what people are talking about game. At this moment Obama is crushing the competition on both on the site. these sites.
  12. 12. 12 BRANDS MEDIA PEOPLE If you are a US citizen, and registered to vote, but you are travelling the country at the moment there is a site that can help you to avoid losing your chance to make a difference. Election Protection helps you keep track on all the practical details that you need to think about while voting on the road. Then there is of course several Facebook applications to support your favorite candidate. One of them is Election Monitor which seems to have some bugs but it still might be worth checking out. That’s all we had space for in this issue. I hope I left you upcoming voters out there with some tools to use and for you marketers a big chunk of inspiration to create some tools for your brand that can help people in their everyday life. If you think we have missed out on some great tools feel free to add them in the comment section here. Don’t be shy now and more importantly don’t forget to vote.
  13. 13. 13 BRANDS MEDIA PEOPLE Political live coverage 2008 The tools for quenching your thirst for live election video have developed by leaps and bounds since the last US election. Back then the term micro-blog wasn’t known and it would take another 2 years for Twitter and Jaiku to be born. But this time around there is a massive number of ways to keep an eye on the election in real-time. One way is to follow election.twitter.com where political “tweets” are aggregated. How might this be useful you might ask yourself. Well the answer to that is that it gives a sense of how the discussions are going among the influential and tech savvy Twitter crowd. This target group is interesting to study because they might have some real influence on the online discussions about the election. This discussion- friendly group of people might also influence people that are being indecisive and looking for input to guide them in some direction. It also gives great feedback to what these people think about specific debates and the topics that are being discussed in them.
  14. 14. 14 BRANDS MEDIA PEOPLE The social aggregator FriendFeed didn’t want to be left out from the election mania and therefore also created a special page here where you can follow the election. It is about to be replaced with a more permanent page here. For an even bigger flow of media in real time about the election try this mashup that gives you an aggregated flow with tweets, blog posts, video and other types of media from the political candidates. The service can be embedded as a widget on any website and all comments are visible on all locations no matter where they were submitted according to TechCrunch. Popular Internet TV site Hulu is streaming live from the debates on TV. Both the second and third debates were streamed from its site. The first one in collaboration with NBC (one of the owners of Hulu) and the last one with News Corp owned Fox News (another owner of Hulu). A big problem with Hulu however is that it is only available in the US. You can fool the system that you are inside the US when you are not, but that is just something that more web savvy people know about and can in fact pull off. I was recently contacted by Simon Owens who told me that C-SPAN is also committed to getting all election related video out there in real-time. You’ll find the hub for this located here. Owens also told me that you as a user can start editing and sharing clips while the debates are still playing. During streams the site also aggregates tweets that include the code #debate08 or #nashdebate and it also monitors the blogosphere for election related content to display. Mashable published a great list of places where you can find live video from the election. The list includes following sites; CNN, MSNBC, Yahoo/ABC, CSPAN, Current and earlier mentioned Hulu. As you can see there is no shortage of live video this time around and we haven’t even covered all the sites with user generated content such as mobile live video services Qik and Mogulus. Those surely will also have some live coverage related to this election. If not, you can always start streaming your own opinions or put your phone up in the air at a speech yourself. There’s no limit to what you can do to actually make a difference this time around.
  15. 15. 15 BRANDS MEDIA PEOPLE The US election as a catalyst for brand innovation The US election has turned out to be Amazon thinks the winning candidate could or red for McCain. The choices are registered somewhat of a laboratory, where companies be predicted by letting people buy Obama and and aggregated to the campaign site 7-Election. can test out new products and services under McCain masks for Halloween. According to com. Even in this “mock-up election” Obama a limited period of time. In some cases these the results at the moment Obama is ahead in has a lead over McCain with 60 per cent against innovations are not that profound and more this voting game. It remains to be seen though 40 per cent. 7-Eleven claims to have hit the on a marketing campaign level. Smart ways if that will be accurate in the actual election. bulls-eye in several former elections according to improve advertising, evolutionary rather to beyondmadisonavenue, therefore it will be than revolutionary. But then there are those This is not the only example of a brand using the interesting to see if the chain has found the brands that bring innovations to the table election to engage people. 7-Eleven is running perfect polling system. that even could redefine their brand identities a similar campaign in which the company has and change its essence. Since innovation is a done for several elections now. This time the Another pair of brands taking part in the relative term we will let you decide what is customers get to choose their “party-cup” election fever are YouTube and PBS. They innovative or not. when they buy a hot beverage; blue for Obama want regular, young, voters to record their
  16. 16. 16 BRANDS MEDIA PEOPLE experience at the polling booths on election day. These video clips are then uploaded to Video your vote and selected clips will be aired on PBS to try to illustrate what it is like to vote as a young citizen in the US today. But there are some pretty strict rules. The clips must be between 30 seconds and 3 minutes long and on top of that there are some legal issues to handle for participants. For instance it’s illegal to film anything inside the polling booth or outside it, according to Gizmodo, Another brand entering the election circus to try to use this timing to build its brand, and hopefully try to do something good, is Burger King. The central slogan is “Have it your way” and the campaign site directs people to either their Facebook or MySpace application. These applications let users answer a number of political questions that are typically Democrats vs Republicans. After answering these questions you can see which of your friends have done the same and which ones agree or disagree with you. The results are also displayed as a ticker on the bottom of the campaign site. To drive traffic to the site BK used TV advertising according to Promo Magazine.
  17. 17. 17 BRANDS MEDIA PEOPLE This is not the only area in which The New York Times is pushing the envelope during the election. The magazine has also launched an impressive video player that makes it easier for users to navigate in long debates and other election videos. There is a time line on the top showing in which parts Obama speaks and in which parts McCain speaks. To make it even easier they have also placed a text version of the videos to the right with There are also brands that innovate on another level. Google Labs for links to specific parts of the clips. Take a look for yourself to instance recently launched a new service to let users search for words see what you think. in video clips related to the election. This is a way to test out cutting edge technology that might be implemented on a wider scale in the near Not all that innovative but still an attention grabbing detail in future. It will be interesting to see if this function will be implemented this election is how Annheuser-Bush (owner of Budweiser etc.) on all of Google’s video resources like YouTube and Google Video in the is sponsoring political debates together with other brands such future. No doubt this is a great opportunity to test drive this technology. as HP. In each election in the US there seems to be a large number Another interesting example is the The New York Times which has of technical problems that in the long run might increase the created their first open API. What’s an API some of you might wonder? distrust for the election process. To act against this trend Wired Well it’s one of the cornerstones of “web 2.0” and to be more exact it decided to publish a mashup map that lets users report on means creating an external interface to your own service or database technical problems during the election all around the US. These that lets other services gain access to certain parts of your data. This reports or comments might come in the form of text or links is very useful for instance when creating mashups and so on. The New to audio, video or images. This is a great way for a brand to York Times’ API lets other web services collect data about financial market itself and at the same time do something positive for the contributions to the political parties in the US election. By opening up community. You can find the map here. their data in this manor they are actually experimenting with its identity as a newspaper. From originally being printed only on paper, The New York Times first made the transition to also being digital and now this next natural step towards becoming a modern information source for both man and machine. I totally agree with ReadWriteWeb when saying that this is the way of the future.
  18. 18. 18 Politics and comedy online Illustration: ”Batmobama and Robiden” by Paul Richmond Some people would probably claim that politics and comedy don’t mix well. That they at all costs should be kept separated. And then there are people who think the absolute opposite, that they have lived a life of symbioses since the dark ages and that political satire is an essential part of any well functioning democracy. No matter what you do think about this issue the two forces are meeting up online right now for a cavalcade of election comedy of varying quality. There is a flood of sites and video clips that make fun of the presidential candidates or the “election circus.” There is not enough space in this report to fit them all into one article but we have selected a few interesting examples. The most talked about example online might be the fight between the characters Obama Girl and McCain Girl. It started with a video with Obama Girl called “I got a crush... on Obama” (video). Then McCain Girl answered with “INCREDIBLE McCAIN GIRL - HULK SPOOF” (video) and later they met in a challenge (video) and also on Geraldo (video) but this time under friendlier circumstances. Now there are a ton of videos from these characters on YouTube, just search for “obama girl” or “mccain girl” and you will find them. This well produced video makes fun of both candidates and has been viewed more than 1.4 million times. The group behind the video, Jibjab, has produced a large number of political videos like this one and this one.
  19. 19. 19 BRANDS MEDIA PEOPLE The blog Phreak 2.0 compares Obama and McCain If Florida would be hard to reach for Obama, these “hip hop kids” are not. At least with Batman and The Penguine illustrated with a great not according to this music video. picture by Paul Richmond, take a look here to see what it looks like or to the left. But there is also unintentional comedy like what people at a McCain event seemed to think was going on on-stage according to Time.com. They were amused by McCain’s A popular video clip where John Cleese talks (and facial expressions, eye movements and his repeated references to “Joe the Plumber.” laughs) about Sarah Palin has been spread around the This term has flooded the Internet lately and become sort of a gimmick on Twitter, Internet lately. Cleese states that he used to think that which you can sense here. To wrap it up, as I said before this election most definitely his colleague Michael Palin was “the funniest Palin in has proved that interacting with your audience is a good thing. By providing tools the world” but now he has realized that it in fact is and material that can be shared easy, commented on. That makes it possible for Sarah Palin who holdes first prize. people to engage in a winning concept and get your word out there and to stand out in the crowd of messages. Social media is one way to open up and let your customers At least one site seams to agree and that is Palin As in on your brand. Don’t be scared just do it! President. Take a look around and live in Sarah Palins world, should she become president. Take a while to make up your own mind. Another example of political comedy is when YouTube users create short clips and mashups of reality, like this clip where a YouTuber shows us “How many times did Sarah Palin wink?” and another user shows us “The Obama Llama Song”. Just search for “election” and “humor” and you will find tons of clips. A bit more controversial site might be “The Great Schlep” which is a site targeting young Jewish American voters to make them go to Florida and make sure that their grandparents vote for Obama. In the introduction video Sarah Silverman jokes about prejudice against African-Americans and Jewish grandparents. You can read more about the site here.
  20. 20. 20 BRANDS MEDIA PEOPLE What if the world could vote? Text: Hjörtur Smárason, Marketing Safari It’s only a few days until the US presidential election. Everyone is talking about the election and everyone has an opinion on who should be the next person to take on the most powerful job in the world. But who decides who it should be? The US people? The US supreme court? Or the registered voters in the US? Would it be any different if the whole world could vote? Three guys in Iceland decided to ask the world. So they set up the website http://IfTheWorldCouldVote. com where people from anywhere in the world can cast their vote on either John McCain or Barack Obama. So far 333.000 people from 198 countries world wide have voted. And the trend is clear. The world is unanimous. Over 87% of the world would like to see Barack Obama as the next president of the United States. Only one country would vote for John McCain – The Former Yugoslavian Republic of Macedonia. Sadly for John McCain, it’s not because he’s so popular there. It’s because Obama is very unpopular there after he announced support for Greece in the Macedonian name dispute when It should give a clue about who the world would like to see as the next president of speaking to a group of the Greek minority in Chicago. the United States and maybe get people in the United States to realize how much this matters to the whole world” says Hjörtur Smárason, co-founder of IfTheWorldCouldVote. com. “Our mission is to get as many voters from as many countries as possible. Whether or not we reach our goal According to the site, Obama would get 81,8% in the USA. Is that because he’s so popular of more voters than in the last US election, we really among those who can’t vote? Or is the “online population” more pro-Obama than the want to get a reasonable amount of voters from each “offline population?” Or will we see a landslide victory for Barack Obama on November country so that a comparison can be made. 4th? I guess we’ll just have to wait and see.
  21. 21. 21 Wikipedia vs Energizer which one wins in a tag war? Text: Tomas Nihlén Text: Andrey Zhukov It’s official, Britney Spears is on Twitter! There is a Twitter user called “TheRealBritney” What pops into your mind when you hear a brand like “Facebook?” Personally that drew a lot of attention on Twitter when it was officially launched as Britney Spears’ I saw words like “poke” and “tagged images of my university professors entrance to the Twitter world. Does this mean that micro-blogging has become doing the air guitar move on the dance floor” in my mind. Try Brandtags mainstream already? Probably not just yet... When the news first broke a lot of people for yourself and learn which mystical word associations a superbrand has to were very impressed to see such a new you. approach from an established artist trying to reconnect to her fans. But it didn’t An even more exciting thing would be to see two random brands enter the take long until it became obvious that it ring. No rules and the winner is at your mercy. It’s not a dream, you can find wasn’t Britney hammering away at the it in The battle mode. keyboard but her PR-team. Furthermore the updates were mostly just dumping The cherry top of the branding cake belongs to Google and Adidas with 424 links and promoting events not so much and 421 wins out of 507 battles. Swedish Absolut Vodka and Skype are in interacting which is a big part of what the first hundred. Odd couple SAP and Howard Stern are apparently equally micro blogging is all about. Frankly speaking this was not the most innovative way to boring, living in the use Twitter and Gary Vaynerchuck expressed his criticism in this video. 1938 Media also cellars of people’s joined the debate but claimed that Vaynerchuck was naïve to think that a star like Britney minds. would eve use Twitter personally. But I must say that I agree with Gary Vaynerchuck on this isssue, it would be much more efficient if Britney would be personally engaged There’s also the in social media. In fact Vaynerchuck posted a new video calling out Obama, with the OS Browse mode, message that if Britney gets heat for fake twittering then so should Obama. which shows tags only from people Britney’s PR-team also launched a YouTube channel and a Britney centric social on PCs or Macs. networking service called CircusVip to bring together all fans on the same platform. It Turns out way more will be interesting to see what kind of engagement this will create around Britney. The people who use team made a decision not to build a new social networking service but rather use a PCs think Apple’s white label service called Ning. The positive part of using an existing platform is that pretentious than it is much cheaper but the downside is that it doesn’t have the same flexibility. Finally people who use I would say that it is an interesting project from Team Britney but they made some Macs. Go figure! unnecessary mistakes when they launched the Twitter account, mistakes that show a lack of knowledge into how social media works.
  22. 22. 22 BRANDS MEDIA PEOPLE Bettering Your Business Blog Text: Lisa Sculati How confident are you that your business blog is reaching your target audience? What kind of interaction do you have with the readers of your business blog? Do you feel your blog conveys an authentic message? How do you feel your blog’s message is being received? David Meerman Scott, author of the book ”The New Rules of In his 2007 book, Scott writes “There’s no doubt that my blog is the most important marketing and Marketing and PR: How to use news releases, blogs, podcasts, PR tool I have as a marketing and PR speaker, writer, and consultant.” viral marketing and online media to reach your buyers directly,” recently outlined what he considers to be the 5 biggest mistakes Another high profile blogger, Mack Collier, addressed The Small Business Marketing Unleashed corporate bloggers are making. On his blog, Web Ink Now, Scott conference a few months ago in Houston, Texas on the topic of “Blogging for Business.” On Search tells us to avoid the following pitfalls: Engine Guide.com Collier tells his readers “When a business starts blogging, many aren’t sure what they should be blogging about. So they begin writing about what they know best, themselves. “1) Start a blog without first following other similar blogs (and Unfortunately, the last thing a business blog should be, is a tool to promote that business. Instead, commenting on them) companies should use their blog to provide value for their readers, and to give them information 2) Write excessively about (your) company’s products and that they can find use in.” services 3) Focus on one-way propaganda and don’t involve other blogs You’ll find lots of advice on the web on how to improve your business blogging efforts, but what and bloggers if you need more inspiration? Blogging conferences are becoming magnets for entrepreneurs 4) Accept all the defaults in the blogging software package and corporate marketing and PR professionals. A quick scan of the web reveals a plethora of 5) Fail to realize the importance of the “About” page” opportunities to attend one of these events. If you can make it to Amsterdam in late October,
  23. 23. 23 BRANDS MEDIA PEOPLE you can take part in the Blog 08 conference. Dublin, Ireland just hosted The Blogging and Social Media Conference on October 4th. Blog Well will take place in San Jose, California on October 28th. Las Vegas hosted Blog World Expo in September. Blog World is dubbed “ the largest blogging conference in the world.” This week I had the opportunity to gain insight on quality business blogging from one of the panelists at Blog World, Patrick O’Keefe, owner of iFroggy Network and author of Managing Online Forums. Question: What, from your experience and observations, are the biggest mistakes many business bloggers are making? Answer: “I don’t know if I would call them the biggest mistakes or not, but here are some of the ones that I see: 1. Not posting regularly or on some sort of schedule. 2. Not interacting with commenters and readers. Generally, it’s not a good thing to see a blog where Depending on your blog and subject, you don’t need to blog the author or authors never interact with commenters. But, this is especially true of a company run blog. every day. But, what you do need to do is blog regularly and Bloggers are seen as representatives of the company and if people are leaving comments and asking on some semblance of a schedule. There are very successful questions that are not being answered, it makes them feel ignored and makes them feel as though the blogs that blog once every 3-4 days. But, the blog’s readers blogger or company is just interested in talking to them, not with them. know that there will be a new entry every 3-4 days. Blogging is a commitment and must be treated as such. It’s hard to 3. Finally, this is happening less and less, but it’s important to identify who exactly is writing the post, what cultivate an audience when you aren’t regularly updating they do, who they work for and, if appropriate, any potential conflicts of interest that they have. Blog posts your blog. aren’t written by Company XYZ, they are written by John Smith, Director of Something or Another.”
  24. 24. 24 BRANDS MEDIA PEOPLE Question: How were you involved in Blog World Expo and who was the audience? Experienced bloggers, new bloggers, a mix? Audience feedback? Answer: “I was on two panels. One was called “How to Deal with Trolls, Spammers, Sock Puppets.” The other was “Avoiding Disaster: How Not to Use Social Media,” highlighting various social media tactics and strategies that can harm your brand.” “The audience was really a mix of people, everyone from individuals who didn’t know much about blogging to people who lead in the space and are widely respected. It was a great event. The audience feedback that I have heard has been solid.” Question: What do you to say to people who are skeptical of using the blogosphere and blogging platform as a marketing/customer relations/public relations tool? Answer: “I can understand why some might consider it to be somewhat Final thoughts for business bloggers, Patrick? scary, but at the same time, that shouldn’t stop you. Take your time “I would say that there is a lot to be gained. When you think about it, to learn the medium and learn from the people who are using it participating in the blogosphere and in social media can equal a very low successfully. Proceed carefully, treat everyone and everything with monetary investment for a very high potential of reward. Obviously, it is respect and you should be able to find your way and be able to incredibly valuable to have a good relationship with your customers and carve out a positive presence online.” your fans and the internet makes it exceedingly easy to do so.”
  25. 25. 25 3-D CINEMA ON ITS WAY BACK? Text: Tomas Nihlén Photo: John Kratz T he movie business has to, just like its sisters and brothers in media the music- and book industry, think in new terms in digital times like these. A lot of people choose to stay at home to watch the movie instead of opening their wallets for the movie theaters. At the same time we notice that consumers don’t watch less movies, instead they are putting their money into home theaters. The sound quality keeps on improving and screens are growing. Together with media downloading movies, rental services online such as LoveFilm and Netflix offer tough competition to the cinemas. When competition increases and the small advantage the cinemas had against home studios decreases it’s time to press pause and to think. So what can cinemas do to entice people and to be willing to spend money to see movies on movie screens instead of at home? In this section we explore how the new media landscape is evolving and what it means to marketers. Focus lies on the new tools and channels that can be used to One way of approaching this challange is to refine the experience. Many of us understand and reach the consumers. tried out a pair of 3D-glasses one or two times when going to the movies back in the 80s. Apparantly it is time for another go, at least if we believe what we saw 3-d cinemas on its way back? 25 on this episode of the video podcast Cranky Geeks. Unfortunately you still have to wear one of those glasses, even though I guess they have improved some Good times R.I.P 27 since last time. Sure holograms are cool but if they can’t offer this technology on How to succeed against all odds 29 sufficient amounts of good movies I’m having a hard time to see this concept fly. Digital books - future or failure? 31 It often is the lack of content that puts an end to these types of experiments. A lot of energy and money are being put into the the technique while the content What the F**K is social media? 33 is forgotten. If there aren’t enough good movies in 3D this attempt will most Google vs. iPhone 37 likely turn into a fiasco. But if they succeed with both those parts; the technology Live video - a part of our everyday lives? 39 and the content this can actually be a very good and interesting concept.
  26. 26. 26 BRANDS MEDIA PEOPLE ”I clicked to buy and I liked it” Text: Linda Pierre Now you no longer have to wonder what the name of that song in that particular video clip on YouTube is and how you can get it. YouTube recently launched a new function allowing viewers of videos with music in it be able to get the information and also buy the song almost directly from YouTube. Just a click away you get access to Amazon or iTunes to purchase the song you just heard. For now this applies mainly to music videos from a few record labels but there’s also a possibility you’ll see it under videos done by the public. This new function doesn’t only aim towards music but digital files in general that can be bought via Amazon or iTunes store. Electronic Arts has together with Amazon made it possible for viewers of the online video game Sphore-videos on YouTube to easy access to buy the game from its store. Google says this is just the beginning and that they have plans to create collaborations with business within other industries gradually, like for instance the movie- and TV- industry. Maybe this is the recipe that finally gives YouTube a share of the advertising cookie? Facebook Social Ads Feed on Privacy Illiteracy An Online Media Daily publication tells us as story The Ads in effect turn you, the Facebook user, into a controls for users. Unfortunately most just don’t even about how privacy illiterate most people are. Most product spokesperson. Ostensibly this happens with know they are there, which benefits the advertisers. don’t even know that they should care. Author Nina your permission, but most people really have no idea I have my privacy settings now to block anyone from Lentini discusses Facebook’s Social Ads: what they have agreed to. using my name and face in their ads. This is why privacy literacy is so important. It’s really on the users to make “Natural or not, finding oneself in an ad unexpectedly is You may have discovered that making myself a “fan” of sure they know what is going on, because it benefits a worrisome prospect. I enjoy Facebook and the fun my a company or brand gave them the right to use your companies like Facebook to not really tell you. friends and I have therein. And I have been careful not face and name in their ads on Facebook, unless you to join a group that might come back to bite me. Still, I expressly blocked them from doing so. Text: Andrey Zhukov shouldn’t have to worry about my face–or rather the faces of my daughters–ending up in an ad.” In Facebook’s defence, it has some pretty solid privacy
  27. 27. 27 BRANDS MEDIA PEOPLE GOOD TIMES R.I.P Text: Tomas Nihlén Photo: Sequoia Capital After a few years of good times we are now entering a global recession, that has probably not escaped anybody connected to the Internet or following mainstream media. The beginning of uncertain times have spread a wind of worrying thoughts among both marketers and web entrepreneurs, how will this affect the staff issues, revenue and margins? There are no certain answers and it’s hard to foresee what will happen the next couple of years. It wouldn’t be surprising if this would make it, relatively speaking, easier to sell low cost products and services than things that fall into the “everyday luxury” category like Spa treatments, movie tickets, and other non-essential products/services. But then again maybe people need to escape the everyday reality and therefore will keep some of those luxuries, who knows? One thing though that is pretty certain is that people will not spend less time online for information, entertainment and bargain hunting. This trend will most certainly keep increasing and this means that we are spending more and more time online instead of hanging out with traditional media.
  28. 28. 28 BRANDS MEDIA PEOPLE Photo: Sad guys on trading floors Time Magazine added to the fire by publishing a front cover with an image of a bread line and the caption “The New Hard Times”, according to The Big Picture. For a more accurate and modern take on this go to the new photo blog Sad Guys On Trading Floors. This is the new LOLcat phenomenon according to Mashable. For entrepreneurs it’s all about decreasing the “burn rate” and make their money last as long as possible according to people like Brian Solis and Jason Calacanis. The blog Inquisitr puts it in this well nuanced way: “The Sky is Falling. Start panicking.” The layoffs continued and on the 10 th of October it was Internet entrepreneur Loic Le Meur’s time to start cutting staff from his Seesmic, which is a platform for video conversations. The news first came as a shock to bloggers such as Robert Scoble who wrote a blog post saying it was very surprising considering that Seesmic has been great at attracting capital. The discussion continued in the comment section and also on Entrepreneurs that work with the Internet as their basis for business will Seesmic including this video from Le Meur. however feel stronger demands for viable business models right from the start. At least if they are planning on collecting venture capital. It will not be as easy anymore to build services first and then start thinking about how to make money out of them. Over the last couple of years quite a few entrepreneurs have reasoned like what Jim Morrison says to Wayne in the movie Waynes World 2 - ”If you book them, they will come.”, “If you build your site everything Photo: Jeff Kubina will sort itself out.” For VC hunters at least that time is over. The most powerful VC company in the US, Sequoia Capital, set the tone when they called for a crisis meeting with their portfolio companies and the first slide read ”Rest In Piece Good Times”. One of the entrepreneurs told Boom Town that it was a very unpleasant insight and the last time Sequoia had a meeting like this it was when the bubble burst back in 2000. After this recent meeting Twitter started to flood over with tweets about layoffs from different Video conversation platforms and micro-blogs were not around during the last recession web 2.0 companies. Not as a direct consequence of this specific meeting, but so it is interesting to see how fast information is spreading. It’s worth thinking about if a general understanding that the industry is going through a steel bath and that this is increasing the speed with which the recession is spreading. And if that’s the case this meeting was just another manifestation of it. then will it work the other way around and turn the recession around when it’s time?
  29. 29. 26 29 To succeed against all odds Text: Tomas Nihlén Photo: freshwater2006 Like we mentioned in the previous article some categories of products/services might gain from a tougher economy. It could be simple and cheap products like Campbell Soup (video) which stock price actually jumped to a new level when the other stock prices started their decline on the US markets. Another product type besides soups that could see an increase in demand is products that helps consumers shed some light on the otherwise non-transparent financial world, watch this video for instance.
  30. 30. 30 BRANDS MEDIA PEOPLE R obb Hecht, digital strategist at IMC Strategy Labs, describes the current state like this in a post on DMNews: true both for entrepreneurs and brands. But what about marketing consultants? Well that depends on two things; first it depends on the total marketing budget and then how much of that is allocated new opportunities since unemployed people have more time for media consumption and an increasing slice of that pie is digital. Consumers might not have the same resources to shop, but they will have more ”It’s during a recession that a brand should to the types of media that you are active time on their hands to consume both media position itself as the leader in its category. in. MarketingProfs recently conducted and other products and services. It is the best and least expensive time to a study among marketers (in this case gain market share” on the buyer side) and 65 per cent of the Another opportunity arrives when the respondents believed this recession would competition loses focus if you can maintain You could also claim that tough times drive it and start building market share. Here’s innovation and push companies to make have a negative impact on their marketing budget. Most of the participants thought your chance to use this timing to get closer their businesses more efficient. One could to your consumers. In doing that social almost look at it from a more philosophical this recession will last at least until 2010. 25 per cent of them expect layoffs and 43 media plays a huge and important role. It standpoint and reason that it’s the struggle provide a cost efficient and unique way to that makes us do things in new and smarter percent are anticipating a negative effect on salaries. connect to your target groups. If you can ways. O’Reilly Radar puts it like this: use and participate in this arena wisely, ”First, this recession will be good for So are we staring down a dark hole or is you can increase loyalty and attract new innovation because recessions generally there any silver lining on the horizon from customers. are. During boom times, companies direct a marketer’s perspective? That depends development and occupy great talent with on what kind of marketer you are. When it at best evolutionary improvements over comes to Internet marketing it seems like Opportunities in tough times: the state of the art. Companies are great this will continue to gain market share. So chasers of new things, but aren’t great at for Internet marketers the recession could − A bigger share of marketing budgets go to the making new things. A recession means be a possibility to keep taking shares from digital arena technologists cease to be paid vast amounts traditional advertising. If you are a buyer of marketing services this might be an − Tougher times = more people in front of to duplicate the work of others. The Great computers and TV sets Tech Bust of Ought Two gave us 37Signals, opportunity to overlook some agreements Flickr, and del.icio.us and there’s a strong and lower some supplier costs. But it’s − Cheaper to buy market share argument to be made that many companies important not to to forget that it’s even more spent the next six years chasing what they important now to differentiate and create − Competitors might lose focus created.” customer loyalty. Don’t let the quality in − Social media = new opportunities to create what you do suffer. Also Stowe Boyd agrees with this statement loyalty and attract new customers and other blogs like Mashable too. This is A cynic might say that it also opens up some
  31. 31. 31 BRANDS MEDIA PEOPLE Digital books future or failure? Text: Linda Pierre Photo: Amazon Kindle2 Sony also recently launched an updated version of their ebook T reader. It comes with touch screen and perhaps a slightly fancier design than he Internet has become the place where we meet to discuss different Kindle. So who is the biggest player on topics, hang out and get updated on what´s going on in the areas we the market? Sony or Amazon? Well are interested. It can happen anytime and you are not tied down to a specific the answer is actually neither of them, geographical location, just as long as you can find a computer with an Internet it’s Apple with their iPhone. Sure the connection. But the thing is that you don’t actually have to use a computer for that screen is much smaller and the battery anymore, that’s pretty obvious with mobile devices like 3G phones and now also life is not that great. But on the other netbooks and function specific devices like ebooks they all have screens capable hand it’s small and if you own one odds are you of displaying texts from digital boks. So what is the future of digital reading? Will always carry it around with you. Plus it means that you these devices blow paper books back into the stone age? don’t have to spend money on yet another device. Amazon Kindle was just launched in a new and updated version a few weeks ago. Up until recently the only way to cram ebooks into your iPhone was to With Kindle you can not only read books, reports or other documents, you can buy an application for it through iTunes, but now there is a free alternative. also search for information on the Internet thanks to built in mobile broadband. Stanza is a free application that let’s you do just that, and with that I mean The reason why Amazon put the Internet connection right into the Kindle is of cram as many ebooks into your iPhone as you have room for. And that is course so that if you get the urge to buy a new book you can! It only takes a few exactly what hundreds of thousands of people have done; in only a few minutes and you can do it anywhere you have mobile coverage. Perhaps not as months 395 000 copies of this application have been downloaded and 5 000 appealing as a good old paperback in which you curl up on a sofa with a glass of more copies are downloaded each day. The best thing is that even the books red wine. But it sure does the trick if you’re travelling and don’t have space for all you can download with the application are free since they are in the public the books you need or want to read while away. Another plus is the fact that if domain (no copyright). If we compare iPhone with its Stanza application to you don’t like what you are reading, just push a button and download something Kindle, the latter with a goal to sell 380 000 units in 2008 iPhone is hitting a else. home run in the field of ebooks.
  32. 32. 32 BRANDS MEDIA PEOPLE So how many people actually read ebooks? How big is the market and what is the growth rate? Will they ever replace paper books completely? These and many more interesting questions are addressed in a recent study called eBooks – The End User Perspective. So far it’s mainly in research and the rest of the academic world that ebooks have had great success. Not that surprising considering that area is very information centric and these type of devices are great for holding large amounts of information and at the same time offer the possibility to search for information online. Those two features combined make for a reader experience that can take you from one place to another just by pushing a button, which means you can dig deeper in those areas that you are especially interested in. According to this study people that use ebook readers do so mostly in their work or studies. So it’s not a replacement for novels in paperback but rather non fiction books and reports. These ebooks are not read from page one all the way through to the end, but rather in sections looking for answers. But we have just seen the beginning of this and perhaps the next step is to replace books in school for ebook readers? One being the form factor, they just don’t look that nice today, it’s not a product that will impress the cool kids at school. The question remains; will this ever become “the killer app” for the mainstream consumers? Will There is no denying the fact that there are certain pros these consumers want to first pay for a clunky piece of electronic and then pay for the books as well? Perhaps if to digital information, like accessibility, direct feedback they can create a “must have” sensation rather than a “would be ok to have.” Especially considering the financial and also the environmental aspect of not having to chop state of the world right now. down as many trees and transporting them on trucks all over the world. The book industry is facing some of the same challenges as the music and movie industry. More and more people are buying their books online, which is driving many “analog” bookstores out of business. There is a But for ebook readers to become sexy enough to be constant discussion about copyright and the fact that young people are downloading music and movies online, “the next iPod” for young consumers there are still a but it’s still a fact that they are doing it. And now there are ways to do the same with books. So the book few challenges. industry needs some innovative products and business models to succeed in the future and ebooks might just be a part of that formula for success. No matter what happens, digital is always in style!
  33. 33. 33 BRANDS MEDIA PEOPLE What the F**K is Social Media? Text: Beng Grossman & Marta Kagan Photo: Ian Livesey