Four Social Media Conversations

This is a very pretty bit of diagramming: The conversation prism, by Brian Solis and JESS3.

The converstation prism

What is shown here is simply different verticals and environments in which social media conversation takes place: its pretty small, so you cant really see, but you can download the image bigger on their homepage – or buy a poster of it for $20 if you have really poor eyesight. Point is, I’m doing some consultancy work around adapting digital strategy within these verticals at the moment, and have a couple of rising areas of interest. Its not one of those gay lists of ‘7 KEY FACTORS FOR SOCIAL MEDIA SUCCESS” – its just quite interesting.

1. Meta Conversations
Aggregation of audience is not necessarily about demographics but users within a vertical. So, if twitter communications link to twitter related content, they are more likely to be engaged with. Twitter is about linking cool stuff on the web. The closer you remain to these meta-conversations the more likely your stuff will spread (eg the more likely people are to retweet: engagement is another measure, not just clickthrough).

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A good example is this case study of VW…they use twitter API based around your recent tweets to determine which VW is best for you. Whilst this might not actually be the case, it is certainly interesting and relevant to the the activities you are already involved in (eg twitter, profiling, ‘cool web stuff’). So, maybe ‘remarkable’ content sits between following the link and having to visit a more corporate homepage. Thus whilst clickthrough is desirable it is not the only measure: content drives engagement as a result of its proximity to vertical meta-conversations/norms/interests (eg innovative use of API).

2.Content in Context

My formula is Content in Context + Integration and Connection Reciprocality. The challenge may be to create content, pushed into contexts where it makes sense, that integrates with the same content in other verticals AND different content within that vertical. It is vital to achieve an optimum degree of permeability within the social media experience. Trade off between a brand homepage ‘hub’, the controlled, branded content within verticals (with gentle pointers to desired actions), and the uncontrolled, UGC social world. “What connects people to people to your brand is the creation and development of a collective purpose and meaning through the mutual exchange of ideas. Let us not limit our creativity by limiting our perspective on language or expression in the context of the brand” – @razorfish.

3. Making a Cup of Tea
People always forget individual difference. this is what Chris Hackley is often talking about. People’s context is influenced by multiple variables – what they’re doing at the time, where they are, who they are…whether upon linking through to some content they nip off to make a cup of tea; whether they have 20 minutes and are bored and resultantly play your online game for 30 minutes without really paying any attention. The only means of combating this would be to ensure you engage at a number of different points, to increase your chances of developing an interaction.

Don't be a Brand Slag

Don't be a Brand Slag

The guy I’m working with at the moment says ‘people might be ready to kiss the brand, but not ready to fuck just yet’. I think this is a bit crude, but it makes sense; the courting analogy, and always has done. Tom Himpe says ‘Brands tend to lack the necessary skills for this seduction ritual. They are used to revealing everything about themselves at the very first encounter, eager to get customers into the sack as soon as possible. But today’s savvy audience is reluctant to allow themselves to be seduced so quickly and openly. They prefer brands to seduce them little by little, revealing their messages slowly, intelligently and flirtatiously’.

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4. Remark Upon Me!
At the end of the day, you talk about stuff that’s remarkable: that makes you remark upon it. Social media is no different – people converse around stuff that is remarkable, and it is this stuff that gets shared and discussed and engaged with. So there you go, planners and brand strategists of the world, there’s your creative brief written: Create something remarkable that people will share and remark upon. Job done.

Bit of Design: GZ Cafe Bar Opener Teasers

Some new designs using photography by Eliza Woodcock. Check out her other stuff here. Trying to summon up some decent copy for it…was thinking something like ‘coffee, cocktails, cerveza’, but don’t know if that’s a bit queer.

Open in 3 weeks

Open in 2 weeks