Archive for the 'digital media' Category

Map-mash: frustrating in its potential

Now that Twitter search has really taken off, trend topics are really coming into their own. What’s interesting is that across the world people have been talking about many of the same things; this week Jay-Z has been a trend topic across so many different countries.

The people at Map Mash had the great idea of showing tweets on this week’s trends over a google map.

mapmash

Looks great but it’s actually quite hard to use; when I tried to use the search bar nothing happened and if you try to load regional tweets it takes too long to hold my attention. There’s also no text to explain the link between the trend topics on the sidebar and the points marked on the map.

Much better is Happin.in, a site that tells you the top trending topics by city. Tonight the top trending topic in London is ‘unon chapel’ a tiny gig venue that happens to be hosting the Cinematic Orchestra. To me Happin.in seems to have far more relevance; it really shows what people are doing and talking about in your city. Fromlooking at Happn.in’s standard format I caught what people were saying about the gig whilst they were there:

happn.in london

From a marketing perspective this could be a great buzz monitoring tool – if you reach the top spot on Happin.in after a big promotional event or if people tweet about your event whillst it’s going on then you know you’ve made it. It also has applications for those interested in citizen journalism – what news is more accurate than that people are talkinf about? As always there is the problem that it is only a proportion of the population who are on Twitter but it feels as if there’s so much potential here. They just need to work out a way to explain their concept and how it works – if I was told what everything on the page meant then I feel like the user-experience would be far more satisfying. At the moment it just feels as if there is a lot of potential on the page that I can’t quite get to work. Once they’ve sorted this out Happn.in just need to work out how to integrate all the great ideas they’ve got into one package. If they can manage that then this is definitely a tool to watch.

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Evian babies: Digital can do emotion


In campaign’s Digital essays some bright spark asked “When was the last time a piece of digital creative brought a lump to your throat?” I immediately began to mentally flick through all the websites I could think of to find an example.

I drew a blank.

And then the Evian viral appeared in my inbox. It’s upbeat, it’s cute, you know who it’s for; it’s proof that digital content can be emotional and effective.

But whenever you try to sell in this work to clients they are always a bit retisent. “What does it do?” might be the overwhelming thought of a client who is not immediately presented an ROI figure based on click through calculations. But why is it that we are tied to this measurability? Why is it that digital marketeers fee that they must always justify the reason for creating their work when tv campaigns can be commissioned purely on their ideological merit?

Perhaps the way to create an engaging campaign is to focus on making exciting, rich media and branded content and then look at how best to get this online – rather than focusing on creaing a space on the internet that a brand will own, (which is what a website is in a way – a tiny part of the net you own and control) we should be creating great content and finding all the places it will fit into online. By placing your brand alongside other similar brands you give it a context which may actually benefit it in the same way that a painting benefits from being placed in an art exhibtion.

In a way we have ourselves to blame for the fact digital campaigns are restricted to these logic, ROI based terms – we taught clients to think click throughs, to appreciate how measurable new technology made everything. However, the increasing importance of social media means we are moving away from this results driven idea of online into a concept far more about engagement and interaction with consumers. The question is, how do we now show that the boundaries of what we can do are changing, that a successful campaign may not make you ‘book online’ but it may just result in a smile or a memory of the brand, and that this can be just as effective as any campaign based on click throughs.


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