A weekly wrap-up of interesting articles, resources and developments in the world of social media.

1. How to hail a London cabbie using Twitter. Why would you hail a cab when you could tweet one? Social media finds a pratical application in cab reservations with @tweetalondoncab. Or is sending a DM for a cab ride more complex than it needs to be? Next time you’re in London try it out and let us  know, perhaps we’ll have Tweet a Sydney Cab soon.

2. Finding a new buddy through social networks. Need a travel friend or perhaps you want to find someone with similar goals? Chances are there is a site out there to help you. Try comotive, an Australian site that allows you to find people with shared goals and keep each other motivated.  GlobeTrooper is designed to help you find a travel buddy whereever you’re from and whereever you happen to be going.

3. Confessions of an online moderator. It’s a tough gig moderating blogs, forums, bulletin boards and the like. The moderator of the  ABC’s Drum Unleashed website (with the tagline ‘robust community debate’) shares some of the challenges of community management, plus some tips for communicating effectively and not being a jerk online.

4. Twitter: 10 psychological insights. Apparently, 41% of tweets are pointless babble. You’ll be pleased to know that doesn’t include the tweets of the Switched On Media team! Other intesting insights include: the average age of a Twitter user is 31, Twitter ‘informers’ account for only 20% of users, men lead the charge on Twitter, and the average number of tweets for a user is…1. That sounds a bit sad, doesn’t it? Read more.

5. Twitter movie trailer on YouTube. This social media news might not be very useful, but we thought it was hillarious. A Twitter Movie spoof mocking The Social Network movie trailer is growing in popularity. Other mocks have shown up as well, including the The Auction Movie (eBay Movie). What will they come up with next?

Seen anything noteworthy in the world of social media this week? Feel free to post your observations below – see you again next week!

Posts from Switched On Media you may have missed this week…

• What do you consider to be branded content? by Wai Chim
• Switched On Media listed in Smart Company 50 awards by Andy Jamieson

Advertising is evolving...

It seems that with the increasing popularity of web based marketing campaigns including Facebook, YouTube, Twitter and the likes – more and more brands are looking into “branded content” over traditional advertising. Jagermeister, P&O, VW, Mitchells – these are just some of the companies throwing branded content into their marketing mix.

Volkswagen, as reported by AdNews, has put its entire marketing budget around its Golf R performance vehicle into the production of 2 short films. And the Sydney Opera House has signed Three Drunk Monkeys to bring to life “a branded content idea around the democratisation of creativity.” And cruise company, P&O will be featured in an upcoming episode of Neighbours.

But branded content isn’t just about creating content that is “about” a brand. “A good, entertaining program, which is appreciated by the audience, will give as much value to a company as content that reflected their actual activities,” says Paul Gibbs, BBC World News head of programs. For example, The Real… is a UK based reality show that invites local celebrities to explore the real side of some of the most recognisable cities in the world, including Rio De Janiero, Hong Kong and Rome – the show is produced by InterContinental Hotels and Resorts.

Some unique examples of branded content

Images

Burberry has created this unique platform to display hundreds of images of its signature trench. It also allows users to submit their own photos to add to the collection – fashion meets art and brand. http://artofthetrench.com

Video entertainment

This BMW series is a collaborative project with some of the biggest stars and best directors of our time including John Frankenheimer, Wong Kar Wai. This installment, “The Ambush” stars Clive Owen.

Interactive games

Purina put together this series of online interactive games specifically for “pet lovers”. With the popularity of applications like Farmville style simulation games, Pet Resort unites an existing community around a loved brand.

Other examples can be readily found with advertisers producing plenty of content to attract their specific demographic and region.

So with all the hype surrounding viral videos and big budget productions – do smaller brands and start up businesses have any hope of expanding into this method?

Real simple – good branded content is just “good content”

Branded content doesn’t have to be about getting your product on the big (or small screen). Offering your audience useful and helpful content that is related to your product or service is a unique way to get your brand out there. So while branded entertainment that has the ability to go viral and do the rounds is all the rage, here are some simple branded content ideas that any business can offer:

1. Blog posts and articles – blog posts and articles are the simplest form of content and offering these on your blog or website will help you to engage your audience. Readers who trust your site as a voice of authority in your area will be more likely to associate your product or service with their needs once it comes time to buy.
2. Contributing to a community – by providing guest posts and articles on trusted community sites, you’re again reaching out to your audience and giving them content that they can take away and will help associate your brand with something they already use.
3. Ebook - an original ebook or white paper in your niche will help distinguish your company from the others. Marry the content with your traditional PR and online marketing strategies to maximise distribution.
4. Info graphics & comics – a visual is worth a thousand words – pictures, info graphics, even comic strips are easy to share which make them ideal types of creative content to produce.
5. Fun videos – technology has made it easy to produce videos that can be hosted and shared online. Come up with a unique and entertaining idea – and have fun with the concept.

When offering branded content, whether it’s a big budget production or a simple blog post, remember the primary aim of good quality content is to “educate, inform, entertain or engage” your audience – your brand message is secondary to the quality of the content itself. Set realistic expectations for your ideas.

The association of your brand will be subtle but hopefully will make a more lasting impression in a world where advertisements shouting their messages are falling on deaf ears.

What do you think counts as branded content? Have you seen some more great examples?



Switched on Media has been successful in making the Smart50 list for 2010. We are stoked by this recognition and humbled to be listed among other great organisations. Whilst we don’t currently know where we have come in the list, number 1 or number 50, we will have to wait until all will be revealed on the awards night (September 16th) in Melbourne.

For now, you will have to be content with the 2009 Smart50 list to see previous awarded companies.

That’s right, Google’s latest baby is live and kicking, and boy is this one a beauty.

Google’s Realtime Search enables users to search content that is live and constantly updated. Now you can see up-to-the-second social updates, news articles and blog posts about hot topics around the world in an instant! Check out Google Realtime Search or check out what people are saying about Friday now.

Google Realtime Search Enables you to:

Search faster – Get results directly on the new Realtime homepage

Refine results – Pinpoint results by location, time, and more

See entire conversations – Read full threads of conversations to get context about any topic

Last night I attended my first Digital Citizens event with coworkers Hannah and Phill, called “Startups, small shops and bootstrappers.” It featured four panelists (@LaRoo @chefmumu @transcribe @wearehandsome) who are all entrepreneurs using social media to build their business or grow their brand. I enjoyed hearing about their personal stories and thought they were pretty candid in their responses. The discussions and questions asked last night inspired me to share some of my thoughts on small biz meets social.

First, there are so many ways to use social media. I don’t like to see people make quick judgments about businesses based on how they are using those tools. I’ve seen it “done right” in more than just one or two ways. I think for small business owners social media can be much less of a numbers game. Yes, businesses need to be accountable and make sure their time is well spent, but SoMe provides a platform for more than just customer service or brand management.

For these small businesses their online profiles become extensions of themselves. It’s a networking tool. Social media gives you that ability to find customers with greater speed and efficiency. It widens your reach and lets you be more targeted about who you approach at the same time, but this certainly doesn’t happen by chance. It’s the person behind the profile and his or her ability to connect with other people that helps the company be successful.

Your “social-self” is no different than your in-person self. For example, if a business owner was attending an event but not necessarily there to directly promote their product/company would it be weird for them to talk about it or bring it up? Of course not, and it’s similar online. You show up on social media as you. Your company is a part of who you are and what you represent, especially if you’re a small business owner or entrepreneur.

Do you agree, what is your take on startups and social media? What small businesses and entrepreneurs do you see using social media successfully?

A weekly wrap-up of interesting articles, resources and developments in the world of social media.

1. New iPhone app for the real estate industry. Released this week, Housefinder uses Augmented Reality technology to allow you to see the properties you’re interested in. As you move your phone the properties for rent or sale appear in the direction you’re facing.

2. Facebook rolls out their own location service. The big news in social media and geolocation this week was Facebook and the premiere of their own location service. Users can now check-in on Facebook. What this will mean for other platforms like Foursquare and Gowalla is unknown.

3. Social Bikes coming to NYC. Bike sharing just got a lot more social with the announcement of a new community bike system. Users can both find the nearest bike and unlock it with their phone. The Social Bikes program is schedule to be in New York this fall.

4. SXSW panel voting begins. The 2011 SXSW interactive festival will take place 11^th – 20^th of March and is one of the top social media and technology conferences of the year. The online community is encouraged to help pick the panels. According to their website, user votes account for 30% of the decision process in picking the lineup.

5. Roger Federer Gillette video goes viral. A YouTube clip was released earlier this week featuring tennis player Roger Rederer serving a tennis ball and knocking a can off the head of one of a crew members on a Gillette commercial shoot. The question of whether the video is actually real is part of the fascination.

Do you know about something sweet happening in the digital space? Feel free to send us your ideas for next week’s social media showcase. We would love to hear from you.

Facebook are in the midst of announcing their location-based products right now!

Media are currently at Facebook’s Palo Alto campus getting “an update on the service’s features and products.” Mashable and TechCrunch are giving a running commentary of the press conference including some pics of what the app will look like – so far it is looking very similar to Foursquare. Foursquare, Yelp and Gowalla are all on board and partners with Facebook but it makes me wonder whether it’s all just a front … Do you think Facebook’s Places/Location technology will replace the likes of Foursquare?

If you want an iPad, I wouldn’t bother buying one – they’re the flavour of the month in social media giveaway-land! Check out: ‘Who can form the longest list of places to win a free iPad?‘.

This morning I noticed a campaign that Ministry of Sound is running to win an iPad:

It’s a great idea, but perhaps a little complex (especially the system of points scoring). I’m also wondering how it fits with Facebook’s rigorous promotion guidelines. What do you think?

What do you think is an example of a best practice social media contest?

Recently, Twitter released their official ReTweet button. Which allows users to share links directly from the page they are on. When you click on the Tweet Button, a Tweet box will appear — pre-populated with a shortened link that points to the item that you’re sharing.

Included with the new button is automatic integration of the Twitters new URL shortening service http://t.co which shaves 2 characters off bit.ly.

It’s great to see Tiwtter finally creating their own social media integration tools, but honestly what took them so long? These tools have clearly been in demand for sometime, yet the industry has been left to cater to their own needs. Still, at least Twitter have sorted themesleves out now.

Further more, wouldn’t it be awesome if Twitter released an official plugg in for Twitter? I think so, I was shocked to realise they hadn’t, if you are looking for it here is the un-official WordPress ReTweet plugin.