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The "Sony Foam City" campaign put Sony's Handycam and Cybershot digital video recorders in the hands of more than 200 bloggers, letting them record the filming of an ad shoot in which Sony blanketed the city of Miami in foam. Sony is hoping that the bloggers -- who witnessed and videoed the production in action as it employed the world's largest foam machine to blanket Miami in two million liters of foam every minute -- will create an online buzz about the ad, as well as about the cameras, by leaking information and video about the shoot onto their blogs.
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As much as "super poking" and passing along virtual gifts might create a temporary wave of excitement, the way social networks and other social media platforms will stay genuinely viable over the long haul is by creating things of real value for their users, according to this article. Helping users make and keep plans, book tickets, check stock market changes, and communicate with others more efficiently are things the article's author suggests will make users loyal to the social networks they use and increase the likelihood that they'll keep coming back.
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On the Buzz Canuck blog, they've constructed a categorization for brand community types based on depth of involvement and exclusivity. Putting the different kinds of brand community efforts into these nine buckets helps differentiate between the relatively low involvement, low exclusivity fan clubs and the high involvement ambassador clubs and brand cults that prompt word of mouth activity in a bigger way. The post also offers examples of brands that are using these varying levels of communities, and a call for readers to weigh in and contribute to the list.
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WOMM-U: Activating Networks, Influencers, and Communities
May 8-9, 2008 | Miami, Fla.
THE INAUGURAL WOMM HIGHER LEARNING CONFERENCE
An intensive, 2-day WOMM experiential learning event from the official association of the WOMM industry -- WOMMA
WOMM-U: Something completely new from WOMMA.
>> Reserve your spot today:
$995 Members | $1495 Non-members
http://www.womma.org/wommu
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On his blog, Shel Holtz highlights a word of mouth effort that has gained a lot of momentum based solely on WOM and good will. John Ondrasik, lead singer of the band Five for Fighting, launched a website called What Kind of World Do You Want, where users can upload videos that answer just that question. Each time one of the user-submitted videos are viewed, money is donated to one of five charities of Ondrasik has selected. The effort so far has raised nearly $175,000 -- all via word of mouth alone.
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Leveraging your Twitter "follower" base and their opt-in interest in what you have to say (er ... "tweet") is a great way to get the word out about blog posts you've written, comment conversations that are happening on your blog, and other pieces of information your Twitter crowd might find useful. After all, what's the point of having multiple social media platforms to work in if you can't use them cyclically to bolster each other's reach and performance?
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