Not quite sure how I managed to miss the recent social networking campaign by Lacta, given that it is (in my humble opinion) the finest chocolate ever to exist. Coco fanaticism aside though, this campaign is a great example of how painfully simple digital comms and social media campaigns in particular are, when they rely on a recipe with one key ingredient: listening.
It's as simple as that. Lacta took the time to not just find out who their audience was, but actually listened too. That enabled them to create something that engaged their target market, and something that was shared widely as a result. Okay, it helped that Lacta clearly had the budget to throw behind a cool Facebook application, but the concept of listening and creating a relevant platform to conduct relevant interactions is applicable across any media, and applicable for any budget. Check out the cool video (via Digital Buzz Blog) here:
Tuesday, 15 February 2011
Wednesday, 9 February 2011
Share or Search?
Don’t worry; I recognise there’s an innate irony in what I’m about to type.
Over the past week, I’ve stumbled across the same story, attributed to various industry experts. Apparently, ‘share’ is replacing ‘search’ as the dominant online discovery vehicle. Everyone from a Facebook VP to a humble PR blogger (and no, that’s not the irony referenced above) is in agreement: it’s the beginning of the end for ‘search’, and the end of the beginning for ‘share’.
But I disagree. Oh, and by the way, that was the ironic bit that I alluded to, given that I found these stories ‘shared’ on Twitter and on Blogs. Share will never overtake search. Not because it won’t be significant enough, but because share and search fulfil similar, but intrinsically different needs.
When you search, you know what you want to find. Your terms might not be specific, but they do exist. When you stumble upon shared content, you aren’t necessarily looking for something, your terms aren’t defined, even if your sources (those you follow, or your friends) are.
It’s similar to the argument that insists social media will be totally dominant, and traditional media will soon be irrelevant. It’s not that black and white. It’s grey.
The future of comms (and therefore discovery) is about integration, not one platform or vehicle’s dominance over another. So it’s not share or search; it’s share and search.
Over the past week, I’ve stumbled across the same story, attributed to various industry experts. Apparently, ‘share’ is replacing ‘search’ as the dominant online discovery vehicle. Everyone from a Facebook VP to a humble PR blogger (and no, that’s not the irony referenced above) is in agreement: it’s the beginning of the end for ‘search’, and the end of the beginning for ‘share’.
But I disagree. Oh, and by the way, that was the ironic bit that I alluded to, given that I found these stories ‘shared’ on Twitter and on Blogs. Share will never overtake search. Not because it won’t be significant enough, but because share and search fulfil similar, but intrinsically different needs.
When you search, you know what you want to find. Your terms might not be specific, but they do exist. When you stumble upon shared content, you aren’t necessarily looking for something, your terms aren’t defined, even if your sources (those you follow, or your friends) are.
It’s similar to the argument that insists social media will be totally dominant, and traditional media will soon be irrelevant. It’s not that black and white. It’s grey.
The future of comms (and therefore discovery) is about integration, not one platform or vehicle’s dominance over another. So it’s not share or search; it’s share and search.
Thursday, 6 January 2011
New Year's revolutions!
I thought I'd kick off my new-look blog with what will be 'hot or not' in the life of this PR geek for Twenty Eleven... (Or Two Thousand And Eleven... Or whatever the hell we're supposed to call it. The decade will be called the Teenies, FYI.)
HOT
Apple TV
I can watch a film on my iPhone on the tube, walk into the lounge and seamlessly switch to the TV, then switch to the iPad to finish the film in bed. It's like that bit in Minority Report when Tom moves video around on a piece of glass, except more futuristic. Talking of which...
Kinect
The most amazing piece of launch technology I've used since... Er... Ever. I could mess around on the menu screen without even needing to play games and still be gobsmacked. The bloody thing looks into your brain using its terrifying robot eyes and reads your thoughts.
Blogging
All the good independent ones are either dying out or being bought, which is a shame. I still believe a written blog is an important part of the niche, personal publishing movement, so I'm going to be writing articles on this blog more often. Sorry.
Vodafone
The internet. On a mobile phone. In other places other than Croydon. Who knew that would be possible?
NOT
Foursquare, Path etc.
I was the biggest supporter of location-based social networks in 2010. The reason I won't be updating Path or checking in on Foursquare any more is because there is NO POINT. I'll be back once retailers sort their lives out and make it worth my while.
Quora
90% of the emails I received over the holiday were alerts to new people following me on Quora. I've been to the site three times and still can't work out what it is / what it does. This will remain in the 'not' list until somebody explains it to me.
Email
My inbox is so rammed with alerts, newsletters, round robins and messages-I-don't-really-need to-read-do-I that I tend to miss the important stuff. So I'm going to use Twitter, Facebook, instant messenger and - deep breath - the telephone more.
HOT
Apple TV
I can watch a film on my iPhone on the tube, walk into the lounge and seamlessly switch to the TV, then switch to the iPad to finish the film in bed. It's like that bit in Minority Report when Tom moves video around on a piece of glass, except more futuristic. Talking of which...
Kinect
The most amazing piece of launch technology I've used since... Er... Ever. I could mess around on the menu screen without even needing to play games and still be gobsmacked. The bloody thing looks into your brain using its terrifying robot eyes and reads your thoughts.
Blogging
All the good independent ones are either dying out or being bought, which is a shame. I still believe a written blog is an important part of the niche, personal publishing movement, so I'm going to be writing articles on this blog more often. Sorry.
Vodafone
The internet. On a mobile phone. In other places other than Croydon. Who knew that would be possible?
NOT
Foursquare, Path etc.
I was the biggest supporter of location-based social networks in 2010. The reason I won't be updating Path or checking in on Foursquare any more is because there is NO POINT. I'll be back once retailers sort their lives out and make it worth my while.
Quora
90% of the emails I received over the holiday were alerts to new people following me on Quora. I've been to the site three times and still can't work out what it is / what it does. This will remain in the 'not' list until somebody explains it to me.
My inbox is so rammed with alerts, newsletters, round robins and messages-I-don't-really-need to-read-do-I that I tend to miss the important stuff. So I'm going to use Twitter, Facebook, instant messenger and - deep breath - the telephone more.
Monday, 15 November 2010
Tubing in Laos
Wow, haven’t checked in with you all for a while!
Been in Laos for just over a 9days now and it feels like weeks! Where to start??
After spending a week at the Temple, I got the night bus from Chaing Mai to the Thai border and caught a boat to Luang Prabang with the Israeli couple I met. We were told, as usual on good authority, that the bus arrives in the morning and from there we can book a boat. After months of travelling you'd think I'd spot a scam but there are so many, sometimes one lets their guard down!
We were delivered to the border and yes it was in fact the morning… 3 am in the morning! It's pitch black and raining. It was horrible, and all we could do was curl up in our sleeping bags on tables which were shelted from the rain. Morning couldn’t come fast enough!
In the morning we set out for Laos. We had 2 options, a speed boat taking 6 hours at around twice the price of a 2 day slow boat. Most people are opting for the slow boat, but I am impatient to get moving having spent so much time not doing much!
Goodness me, this was one crazy way to travel along the Mekong. They handed me a crash helmet when I got on and I was like, what do I need this for?! 6 hours later I understood the need for the helmet!
I am now in Luang Prabang which is such a gorgeous, cute little town. It's defiantly a town for tourists, the shops are of a high end local craftsmanship and the market shows no sign of holiday tat. After being up in the jungle it’s been great to chill out, cycle down the Mekong, read books in cute cafes and eat banana pancakes! I wonder if this is the weirdest place to read Girl With a Dragon Tattoo!
I’m about to head off to Vang Viene to go tubing! It’s apparently famous for it. Really can’t wait, I’m becoming a right adventure junkie! Not sure how I am going to be able to settle into life back home, I might have to move out of home and to London to keep up the spirit of adventure!
It’s unreal to think about home! I can’t believe I will be seeing you all in a few short months. Time is just flying by. Will update you all again soon!
Lots of love
Wednesday, 10 November 2010
Sowing hickory...
Ok, I am in a very special, spiritual, and bizarre place right now. I am in the middle of the mountains of Northern Thailand, with a Monk and my friends who I told you about last time.
When I arrived it was monsoon and I had been traveling 24 hours. I had to walk through the jungle with my rucksack on my back and my day sack on my front for 20k, following a guy in an orange dress.
What am I doing here?! Even yesterday, after a night of sleeping on a small bamboo bed, covered with a palm roof; i was still asking myself what made me come along with the people I met in Cambodia. I was even wary of the monk, not sure why, he just made me feel on edge.
After meditation last night (group, no chanting, so stop laughing!), the monk could see I was still struggling with being here, so we went for a walk. Only the thousands of stars lit the path and he showed me the fields of light bugs. Everywhere I looked was twinkling light, from the floor to the sky, it was amazing.
It was then I just chilled right out, he is so insightful, like some spiritual guide, yet not so in your face. I was waiting for the catch…so hang on, i can just stay here as long as i want, and treat it as my home and you’re not going to try and brainwash me or empty my wallet?? In fact, you want to help me to stop living in the future and live in the moment?! This is crazy!
In the mornings I can do what I want – farm the land, cook when I’m hungry, hike, swim, meditate. Today I sat for hours sowing hickory. By the end of it I was so covered in mud I looked like I was at Glastonbury! My hands are blistered from digging and I look a state, but it has been one of my best days so far.
Can you believe this? I sound like such a hippy! I haven’t showered for days but even that isn’t bothering me right now!
Anyway, it’s nearing dinner time and it’s my turn to chop the garlic! Speak to you all soon!
When I arrived it was monsoon and I had been traveling 24 hours. I had to walk through the jungle with my rucksack on my back and my day sack on my front for 20k, following a guy in an orange dress.
What am I doing here?! Even yesterday, after a night of sleeping on a small bamboo bed, covered with a palm roof; i was still asking myself what made me come along with the people I met in Cambodia. I was even wary of the monk, not sure why, he just made me feel on edge.
After meditation last night (group, no chanting, so stop laughing!), the monk could see I was still struggling with being here, so we went for a walk. Only the thousands of stars lit the path and he showed me the fields of light bugs. Everywhere I looked was twinkling light, from the floor to the sky, it was amazing.
It was then I just chilled right out, he is so insightful, like some spiritual guide, yet not so in your face. I was waiting for the catch…so hang on, i can just stay here as long as i want, and treat it as my home and you’re not going to try and brainwash me or empty my wallet?? In fact, you want to help me to stop living in the future and live in the moment?! This is crazy!
In the mornings I can do what I want – farm the land, cook when I’m hungry, hike, swim, meditate. Today I sat for hours sowing hickory. By the end of it I was so covered in mud I looked like I was at Glastonbury! My hands are blistered from digging and I look a state, but it has been one of my best days so far.
Can you believe this? I sound like such a hippy! I haven’t showered for days but even that isn’t bothering me right now!
Anyway, it’s nearing dinner time and it’s my turn to chop the garlic! Speak to you all soon!
Sunday, 5 September 2010
Say Wat?
Hi everyone at home! Feel like I need to give you a smile after my last blog a few weeks ago.
I ended up doing more than one day volunteer work, and over the last few weeks I have done anything from helping out in an orphanage kitchen to sewing a palm tree thatch roof! Next time you build a hut, call me and I can be your roofer!
After not spending a penny for a few weeks as I was sleeping where I was working, I decided to spoil myself when I got to Siem Reip. I have spent the last few days in a “luxury” hotel – with clean floors and towels, everything a girl could ask for! I have been touring temples, having massages, lazing in the hotel infinity pool and stuffing my face with pizza. It is so nice to have a break from rice and noodles!
So you’ll never guess where I’m off to next…a Buddhist temple for a few days meditating! I came to Asia to try loads of new things, so when another traveller I have become friends with recommended this I jumped at the chance! I’m worried about the not speaking and stuff like that as I am enjoying the company of my current travelling buddies – an Israeli couple, a Dutch lady in her 60s and a heartbroken girl from Newcastle whose boyfriend dumped her to go diving last week. We’re all heading off on our Buddhist adventure together; will tell you all about it soon!
Till next time!
Saturday, 28 August 2010
The Killing Fields
Soo Sdey from Cambodia! It’s been a while, I know, so thought it was time to check in again – mum you must be pulling your hair out. Am writing you this from Phonm Penh, having left my heart in Vietnam. What an amazing place Vietnam is, and I learned so much about the culture there and their unique way of life. Oh and silk. I am going to be well into excess baggage charges at this rate!
But Cambodia is an entirely different story and today’s blog is one of heartbreak. I have been here a day and feel like I’ve been traumatised beyond belief.
I start the day yesterday as usual, negotiating a price for a tuc tuc to take me around the city, not really having an expectation for the day.
I visit the Genocide museum which was once a school; if you try hard you can picture children laughing, playing in the courtyard. Only when you scan around the courtyard to the buildings that surround, which during the genocide were turned into torture chambers and a prison for thousands of innocent Cambodians, you are left feel the pain and suffering.
It almost screams out from the walls inside, the torture tools are left as they were, the tiny cells with rows of shackles are still intact and the walls are filled with photographs of the dead, tortured, raped and starved. I actually had to take a moment, get myself outside into the open air, because my stomach turned and I felt I would be sick; with tears welling up I literally doubled over and retched in the courtyard.
I sat for a moment, long enough for a kid to sit beside the crazy westerner lady with her head in her hands and tears streaking down her face, and so the patter begins again, ‘lady, what you name?’, ‘how old are you?’, ‘you have family?’.
Now instead of seeing him as a pest after my spending money, I see before me a kid, with no ancestors to speak off, wiped out by the Khmer Rough. No Grandparents, parents who have endured a lifetime of pain, witnessed people grotesquely toss aside without any feeling of humanity and torture. So it's at this moment I could have given him the clothes of my back, no amount of money will help, but it's all I can offer. I give him what he's come over for, the dollars he begs for.
Ok, so no sooner have I done so, when I've 10 or so kids around, probably because my new little friend, Tom, has told the other kids you see the crazy crying lady on the bench, by the blossom tree, she gives you dollars for free!
What a day. I have decided that for tomorrow I won’t go explore another town or go off trekking. I am going to do a day of volunteer work at a local orphanage so I can help in any way that I can.
Sorry for the depressing post, I just wanted to share this experience with you all.
But Cambodia is an entirely different story and today’s blog is one of heartbreak. I have been here a day and feel like I’ve been traumatised beyond belief.
I start the day yesterday as usual, negotiating a price for a tuc tuc to take me around the city, not really having an expectation for the day.
I visit the Genocide museum which was once a school; if you try hard you can picture children laughing, playing in the courtyard. Only when you scan around the courtyard to the buildings that surround, which during the genocide were turned into torture chambers and a prison for thousands of innocent Cambodians, you are left feel the pain and suffering.
It almost screams out from the walls inside, the torture tools are left as they were, the tiny cells with rows of shackles are still intact and the walls are filled with photographs of the dead, tortured, raped and starved. I actually had to take a moment, get myself outside into the open air, because my stomach turned and I felt I would be sick; with tears welling up I literally doubled over and retched in the courtyard.
I sat for a moment, long enough for a kid to sit beside the crazy westerner lady with her head in her hands and tears streaking down her face, and so the patter begins again, ‘lady, what you name?’, ‘how old are you?’, ‘you have family?’.
Now instead of seeing him as a pest after my spending money, I see before me a kid, with no ancestors to speak off, wiped out by the Khmer Rough. No Grandparents, parents who have endured a lifetime of pain, witnessed people grotesquely toss aside without any feeling of humanity and torture. So it's at this moment I could have given him the clothes of my back, no amount of money will help, but it's all I can offer. I give him what he's come over for, the dollars he begs for.
Ok, so no sooner have I done so, when I've 10 or so kids around, probably because my new little friend, Tom, has told the other kids you see the crazy crying lady on the bench, by the blossom tree, she gives you dollars for free!
What a day. I have decided that for tomorrow I won’t go explore another town or go off trekking. I am going to do a day of volunteer work at a local orphanage so I can help in any way that I can.
Sorry for the depressing post, I just wanted to share this experience with you all.
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