Facebook’s open graph is presenting new functionality for brand managers by allowing users to tell the stories of the products and services they use, and thus spread the impact of a brand in a personalized way. The way it works is that there are a set of applications designed to enable social interaction within the context of widely used sites, that allow easy activity tracking integration within the Facebook social media platform. By allowing users to tell the stories about the music they like, the cool article they read, etc they enable their friends to discover and learn about the same interests through association within Facebook. Thus brand recognition is spread through viral sharing and personal association.
For example, Facebook’s open graph integration is allowing people who want to share the social TV experience the ability, without having to keep manually updating their status to reflect this. When a user choses to add an application, it is already understood that this content is ok to share within a Facebook users timeline. When activity is tracked, reports created in Facebook produce a summary of the users activity, and creates an online representation of you. This integration then allows one to tell their personal life story through the use of the Facebook experience, and thus also helps brands better target their audience. It allows for a more organic sharing integration, while also tracking valuable information from consumers of particular markets.
Many might say this is a form of stalking, but Facebook aims to encourage sharing as a way to tell your life story in a form that encourages your friends to try the things you are enjoying. Facebook is about connecting with others, in unique fashion that prevents an experience from fading away. If, for example, you call someone on the phone to talk to them, it’s a two way experience that will go away once you end the call. With this type of application integration, Facebook helps users maintain documentation about their social interaction that can then influence business, friends, families, and the brands the user enjoys.
Facebook Open Graph Enabled Application Site Example
Facebook has an approval process for this integration that ensures associated applications are maintained in the context of encouraging the use of information sharing through social interaction. Users are also required to make choices about using the application-enabled site instead of going to a direct website, because it is assumed that they want to share information. Otherwise, a user would merely continue their activity within the direct web page functionality that will prevent one from voluntarily sharing their activity.
But for businesses, users who choose to share freely, generate rich activity that is more easily shared with their friends. This makes it more likely that their friends will trust their recommendations and activity, and check out the same services and products they enjoy. Which is why this type of sharing can be a great catalyst for brand exposure and expansion. It then allows applications to accumulate a users activity in a way that it can begin to make suggestions for other information they might find interesting, including targeted adds within the Facebook browser.
This is also great for brands and their marketing development, because it gives brands cold hard snapshots about users’ activity, which can help them better target their campaign efforts to reach their key fans. That means Facebook can then start sharing information on a users page according to their interests, which may just happen to be your dental office. For example, if one likes a page on Pinterest, Facebook tracks this activity and will then begin targeting ads that play into their personal Pinterest interests. The same can then be replicated for any brand selling any product or service, it just takes the Facebook open graph capabilities to get you to your potential consumers. Its that easy.
For my first attempt at jQuery programming modification, I chose to play around with a functionality known as a “delay” as it pertains to a textbox within the web page. The function allows the text box to disappear and fade away after a specified amount of time. I first changed the text within the box using HTML. I changed it to read “hello this is my sample jQuery”. I also wanted to increase the delay so the box might stay around a bit longer. So I changed it from 1000 milliseconds (1sec) to 3000 (3 secs). This increased the amount of time it took for the box to fade away. I also chose to change the background color of the box to red.
Visit a link to the script I created, and see for yourself:
I recently had the pleasure of watching a panal of web platform experts critique a series of business pitches via a tech conference webcast. The information I gleaned from each individual brand presenter and the feedback from the judges of the competition were invaluable to my tool box as an Internet Marketer. This summary will collaborate a few of the tips I hope to carry with me when considering a presentation style from which to pitch my business ideas to potential investors in the future.
Too often I find myself stumbling over the simplest way to describe my product or service, and that was the case for a few of the presenters on the panal. Brand presenter Phone From Here had the hardest time grasping this concept during their pitch. It appeared the brand acted in a similar business model as Skype, but earned its revenue through the contributions of advertisers.
The presentation was all over the place and was told from the creator perspective more than the user perspective. The Powerpoint visual experience was static with too much text, and failed to bridge the gaps found in the verbal conveyance of the brand purpose. It was therefore very difficult to understand what the product was, or why someone would want to use it.
It was also unclear if the presenter was in fact a marketing representative, or the creator of the product. I often find this disconnect can benefit or hinder the way in which a product is explained. The negatives were clearly shown here by the way in the which the presenter failed to clearly convey his message.
However, I would propose that this lack of message clarity is a common mistake in the realm of technology brand explanation. So much of what a web application does or accomplishes can be so thickly technology driven, that the front side of its functionality can become hard to simplify. I therefore believe that it was not the product or service that brought in such low pitch viability scores. It was the presentation itself that failed to sell the brand.
In contrast, the case of Erepublic, (an online text-based gaming world profitable through the use of virtual currency) the power wielded from a carefully crafted presentation structure gave the brand a resounding positive crowd response. The presentation was well understood by the presenter (and CEO/creator) and was therefore explained with as much clarity and simplicity. The Powerpoint was a series of screen shots, and the pictures were worth a thousand words. By the end of his pitch, the CEO left use with a screen shot of the site traffic analytics (a steadily increasing slope of clear success) and the judges praised him for his use of easy to understand positive marketing statistics.
In all, I felt the benefits from watching both the good and the bad presentation, because both offered such different examples of proper presentation structure. I know my examination will play a role in how I conduct pitch presentations in my future, and I’m sure the critiques were also helpful for the direct presenters in this case as well.
As a craft beer marketer, I often receive the unique opportunity to converse with brewery business owners and employees candidly. Its therefore no surprise that I hear the good, the bad, and the ugly from varying perspectives. Lately however, the cry of discontentment from brewery staff has become unbearable. Therefore, I felt it time to write a piece about how to improve employee moral, often without any extra money investment.
Problems:
1. Overworked, underpaid: one of the biggest complaints I have heard over the last year is that craft beer employees feel taken advantage of by their employers. Brewery hands are often made to feel the brewing lifestyle is plenty glamorous without the hefty paycheck of corporate competitors, and should therefore appreciate their status. Yes, the beer industry has many perks. Employees walk home with hundreds of dollars in free beer due to production mistakes, regularly attend paid-for events where they exchange product with other brewing industry brands, and get regular pats on the back by friends who envy their beer industry position. But these perks, though industry specific and nice to have, hardly compensate for the low hourly and extreme work ours leveraged by management.
2. Low moral leads to back-stabbing in the name of personal gain: The type of employee discontent that begins with low pay/heavy workload ratio imbalences, often leads to back stabbing and unhealthy competition within the work place. Employees often make wrong assumptions about their fellow workers which festers negative musings like “I’m sure John makes more than me because he gets more kudos from management, yet I have been here longer. Maybe if I make him look bad, the positive attention with shift and I will finally be awknowledged for my contributions.” or “Maybe if I show up to work sick, management will judge me more worthy of a raise because of my dedication.” or “If I come in on my off days, maybe I will look better than my co-worker who has a family and cant work weekends, so I wont be passed over for the next raise.” A little healthy competition never hurt a brand. But when discontentment turns extreme and begins surfacing in the form of gossip, back-stabbing, and high turn-over, a good employer will nip it in the bud. Otherwise, expect to risk reputation damage and a show of public un-professionalism that can spread like wildfire to other employees and competition.
Solutions:
1. Watch this clip: on what motivates us as human beings, and implement its message in every aspect of your brand:
2. Provide incentives with assets you already have: if you’ve been in the craft beer industry long, you will have realize the benefits of cross-brand promotion. As a marketing coordinator, I often find business willing to trade services or product to get their hands on a few cases of low-fill beer. Whether its a weekend hotel stay, a bottle of high end liqure, a massage session, concert, or celebrity meeting, learn how to leverage your business and reward your employees with its fruitfulness when warrented. Regularly organize a contest or sweepstakes to meet monthly goals and provide anticipation, and show your employees your integrity by offering a carrot for their efforts often.
3. Provide higher position ranking incentives: Improving individual ranking within a company is also a great way to show reward for work. If you are happy with your employee on the bottling line after a month, give him/her a higher position title and set of responsibilities or education. However, always avoid over-loading them by combining positions. They will eventually figure out that you have underhanded them, and you will have single-handedly created a bad apple. Find a way to give a raise per promotion and if you can’t, find a way to do it or risk looking like a jocker.
4. Hire interns: I have often been told by craft beer employers that they are unable to hire an intern because they cannot afford one, or their insurance will not cover the liability. Yet many employers fail to realize that local resources will often overcome any and all of these potential concerns. Local colleges usually have very comprehensive community outreach programs to connect unpaid interns with local employers, and will even help regulate so an employer can offer insurance of off-site training. US law has very specific regulations for intern use that should be considered carefully and are outlined below:
1. The training, even though it includes actual operations of the facilities of the employers, is similar to that which would be given in a vocational school.
2. The training is for the benefit of the student.
3. The student does not displace a regular employee, but works under the close observation of a regular employee or supervisor.
4. The employer provides the training and derives no immediate advantage from the activities of the student; and on occasion, the operations may actually be impeded by the training.
5. The student is not necessarily entitled to a job at the conclusion of the training period.
6. The employer and the student understand that the student is not entitled to wages for the time spent training.
Interns can often take away some of the stress of work overload and even enable a brand to function better, resulting in an open, paid position at its conclusion. Fresh eyes often improve business advancement and transparency, leading to higher cash flow and better pay/moral for all.
5. Connect with your local educational institution for resources:
Don’t also forget that schools offer other resources for educational/brand collaboration. As a marketing student, we often did real case studies where we networked with a local brand to launch a real comprehensive marketing campaign. Be sure to tap into those resources, and don’t take no for an answer. Always be willing to negotiate and sweeten the deal, because the pay off is well worth it.
6. Empathy and recognition: Regular old fashion concern for employee’s well-being also has the potential to improve moral instantly. It may seem redundant, but remember your employees name and personal information. If you have to ask an employee to stay late, be sure to check in with him/her about how it will affect the kids, or upcoming college graduation. Whether the acknowledgement will change the current predicament, showing concern and empathy goes a long way in making up for the inconvenience.
On Saturday I woke up with an intense compulsion to find a new brewery local here in Colorado. So many breweries have popped up in the last few months, I figured I had been missing at least one. A quick Google search confirmed my hunch, and the first “brewery opens Denver 2011” article for openings I found, linked me to “Wits End Brewing” out of Denver. After quickly navigating the brands website and social media outlets, I sent a quick note on each announcing my impending arrival, and began yet another craft beer pilgrimage.
The location is rather close to Strange Brewing Company and Renegade Brewing Company hidden within a series of industrial buildings that add to its “secret location” charm. Despite its positioning and limited weekly hours (Friday and Saturday 2-7) I walked into Wit’s End Brewing and was met with the healthy buzz of craft beer loving customers. I was greeted just as warmly by the bartender (whom I quickly discovered was owner and brewer Scott Witsoe) and upon shaking my hand, he immediately recalled my name, having just read my social media arrival announcements.
After tasting an array of his well-crafted beers, further enhanced by their clever names, I was content my efforts were well worth the trip. Though the tasting room was actively hosting a homebrewing contest, numerous craft beer enthusiasts, and a BrewCruise van load, Scott did an amazing job of maintaining fills and interacting with consumers all on his own.
The story behind Mr. Witsoe’s gallant brewery business endeavor is marked by it’s Great American Beer Festival 2011 opening. Scott relaid an admirable recount of his decision with wife Heather to open a brewery, after losing their jobs in a down economy. “We came home one day after experiencing job loss, and with three children to provide for, we figured we had better make a major change fast.” says Witsoe. Today, Scott operates an entire brew system, mans bar, acts as contractor and repair man, and promotes his brand, all on his own (with important behind the scenes help from heather).
As I heard the telling, I could not help but feel loyal to this brewery and all its stands for. As a wife and mother of two, the Witsoe story is one I see all too often these days. However, knowing my consumption was supporting such a valiant brand creating social change by taking a major risk and landing on two feet, made the beer taste even better. Upon leaving, I could not help but pay homage by purchasing some swag and Scott’s unique 40 beer canister (pictured above).
Though Wit’s End Brewery lacks the glitz and glamour of a well-funded project full of corporate branding and comprehensive market campaigning, it’s message is one that everyone can relate to and therefore gravitate toward. In the coming months, Scott hopes to improve tap room traffic and minor retail distribution, while taking into consideration the limitations of his small brewing system. With the addition of some food truck and other brand support, more social media drive, and his continued effort to build loyal fans, I’m sure Witsoe will have no problem expanding in whatever way he and his family desires. I know I as one craft beer marketing representative, will be returning to this location over and over in the future to support their cause: Slow Beer for Fast Times.
Filed under: Uncategorized — Hailey Hilliard @ 3:19 am
http://www.youtube.com/watch?v=xbjkIE_CQI8
I have chosen the contract-based virtual world of Odesk to demonstrate the powerful impact of new web 2.0 reality. Virtual worlds like Odesk have changed from game-based technological projections, to real-world business tools. By participating in virtual platforms, we as humans are transported into a reality rich with possibilities. We can make mistakes, mend them, create relationships, go to business meetings, and even run our whole lives using this unique medium. Odesk is just one example of how virtual world creation can in fact give us the superpowers needed to perform daily work, while giving us more freedom in our physical world dimension.
http://www.youtube.com/watch?v=73yDRm8KaWY
The popular video game platform Wii is changing the face of physical identity to a world rich with avatar-based enhancement. Though our physical world often prevents us from accomplishing certain feats, the Wii is one world where we can change these paradigms though technology-based preferences. In the world of avatar creation, I am no longer stuck with bland brown hair, vision impairments, or physical disabilities. I am able to chose how I look, feel, and act; a feat that previously relied on strong imaginative abilities. As a Wii avatar , I create my own destiny exactly how I prefer it to be done, like that of a supreme being. And if I am not satisfied, I am able to go back and change it again.
http://www.youtube.com/watch?v=JKPPdgBK3r8
I have chosen the video game “Heavy Rain” to demonstrate the “immersive” story element of the virtual game world. Through the use of choice, technology interaction, and multi-media platforming, Heave Rain transports the user into a world that seems so real, one almost forgets the reality around them. From varying user perspectives and audio enhancements, to the performance of mundane activities like looking for medicine in a bathroom cabinet, a gamer is made to feel one with his avatar. This multi-dimensional experience becomes so real to the user in Heavy Rain, that ones experience of multi-media interaction creates complete immersion within the platform.
http://www.youtube.com/watch?v=Wq4Y7ztznKc
To demonstrate the massive virtual game story experience of MMOG’s (massively multiplayer online game) I have chosen a clip from the popular platform, World of Warcraft. Defined by its gigantic player accomadations, MMOG games like World of Warcraft require an online connection to maintain its size. Defined by a common world, this game has many reoccurring themes so as to maintain user friendly capabilities. The world is so complex however, that gamers have often become addicted to its platform, due to its massive social interactivity.
http://www.youtube.com/watch?v=6HNKqffU3Cc
The well-known All State Insurance commercials featuring a well-spoken middle-aged black male, is a story rich with consistent story message. The story line of each promo always contains a serious element denoted from the actors tone and consistent imagery referring to the security provided by All State insurance. The result of this tactic illicites a feeling of security and trust from the audience that remains consistent in every commercial, even when the content itself changes.
http://www.youtube.com/watch?v=UM5yepZ21pI
They link I have chosen pertains to the “sticky” blockbuster sci-fi film, The Matrix. The link is in fact a trailor of the film itself, but it does a great job of pulling the audience into the story. As the viewer, I could not help but be captivated by the relevant philosophical content it provokes; Is what we see as reality, truly our state of being? The films use of visual effects combined with its real-world bridge creates an environment for the audience that makes the unreal seem profoundly possible. This dual paradigm therefore keeps the plot constantly changing, but ever more interesting to watch and play with as the viewer.
http://www.youtube.com/watch?v=o8AELvVUFLw
When considering the interactive elements used to describe transmedia storytelling success using the various art mediums, I have chosen to use music brand Bjork. An artist I know and love, Bjork just launched a new album and has reconstructed her story to span both web and mobile platforms to introduce her unique musical talents. When one logs onto Bjorks website, the user is transported with various sounds and visual experiences to enhance the presentation. On the main page, Bjork has a posted narrative audio clip describing the name of her album, Biophilia, which explains her use of the term. The mobile application offers a similarly interactive experience, while simplifying the functionalities into mobile-friendly navigation bars. Both interfaces offer multimedia interaction, leading to a more personalized and interactive experience of her product.
To demonstrate a particular character archetype that I am quite fond of, I have chosen WIlliam Shakespeares lovable fool/jester Bottom, from his play “A Midsummer Nights Dream.” though the link I have chosen only shows a short scene, Bottom is a simple man, full of lovable qualities yet frequent intellectual short-comings. Bottom often gets himself into trouble because of his inability to anticipate ill-begotten decisions. Yet, his self-directed misadventures create an endearing quality to the viewer. One cannot help but relate to his accidents and hope to see him through his mistakes to a positive ending dotted with foolish hilarity.
http://www.youtube.com/watch?v=1RFvAeSJgjc
I have chosen a famous Star Wars battle between the endearing Luke Skywalker, and his evil adversary Darth Vader, to demonstrate the clever use of conflict within a great story structure. We discover in this scene that Luke mortal enemy Vader, is also his father. This information causes Luke a major change of heart, presenting more complexity between the two characters. The result is a shift from what always seemed like a battle between good and evil. The scene shows the human qualities in both, revealing a commonality that had not before been considered by the characters or the audience.
http://www.youtube.com/watch?v=pzwLx3J_ekY&feature=fvwrel
I have chosen a montage from the Lord of the Ring series featuring the classic hero, Bilbo Baggins, to demonstrate a story rich with hero character traits. Bilbo represents the demigod-like hero characteristics within his ability to sacrifice his personal needs for those of the group. However, it is his human qualities that truly enable the viewer to connect with his courage and convictions. Bilbo is often shown in situations where he proves weak and uncertain. Bilbo’s character, though often rattled, always over comes the evil in the end. He puts his fears aside, launching him as a representation of pure bravery and self-sacrifice.
Filed under: Uncategorized — Hailey Hilliard @ 3:15 am
When considering key elements for story-telling success, I would have to consider the end goal or “point” of a story as a measurable factor for relevance. When a story can be internalized by listeners through a meaningful conclusion, it often carries a lesson that can turn massively viral, which encourages re-telling. The varied paths leading to a story’s conclusion also plays a vital role in its significance. Knowing the factors that lead to an ultimate climax and then resolve teaches an audience about problem solutions, provides a moral compass, prevents similar pitfalls, brings about awareness and personalization, and so much more for the participating listener.
When relating these aspects to a computer game, I would love to pull from the enticing digital story-land world of the video game “Oregon Trail”(“Revision history of,” 2011). The game concept was developed to create an interactive simulation of life from the perspective of early 19th century pioneers navigating the treacherous realities of the Oregon Trail(“Revision history of,” 2011). Storyline outcome prove fatal or successful depending on key choices made within the game platform. Players can guide the game’s ultimate conclusion by making seemingly mundane decisions such as stocking up on beef jerky for the trail, or turning down a wrong road that leads to a bog full of malaria ridden water. By the end of the interactive user-driven story, players are able to reflect on actions they have chosen to produce and end conclusion. Doing so allows improvement in future game-play tactics, thus increasing the odds for success in new scenarios (“Revision history of,” 2011).
Slowly adapting to the rules of choice-driven conclusions, users may begin to catch on to the patterns within the game created by an elaborate technological interface. However, they may also continue to discover pitfalls by entering new territory within the game level offerings. The result is constant personalized and unique player/game interaction, increased and diverse entertainment, scenario deviations that ensure ongoing story experience expansion, and endless ways of telling the historical Oregon Trail pioneer story in new ways.
When considering the interactive elements used to describe storytelling success using the Internet vs. mobile technologies in the craft beer industry, I have chosen to use music brand Bjork. An artist I know and love, Bjork just launched a new album and has reconstructed her story to span both web and mobile platforms. When one logs onto Bjorks website, the user is transported with various sounds and visual experiences to enhance the presentation. On the main page, Bjork has a posted narrative audio clip describing the name of her album, Biophilia, which explains her use of the term. The mobile application offers a similarly interactive experience, while simplifying the functionalities into mobile-friendly navigation bars. Both interfaces offer multimedia interaction, leading to a more personalized experience of her product.
Though the website offers many links to expand the experience away from its platform, it does not make it very easy to access Bjorks music directly. The visual offerings are enticing enough to encourage navigation and exploration, but actual music experience is limited. Where the website is limited however, the mobile application enhances. The mobile application offers all of the tracks for free, provided one accepts the rolling advertisements that scroll as the song develops. The two experiences though different, offer distinct enhancements to the over-all story by clearly identifying their individual tools as they pertain to the users needs.
Dramatic imagery, application functionalities within each platform, and beautiful music keeps the content relevant to the viewer by captalizing on the interactive media offerings. Bjork tells us just enough of the story through her message, without making the user feel overcome by over-expression in each separate application. Its clear that the creators economized their images, audio, and story structure leading to a true capture of brand essence. The differences in offerings encourage listening using both web and mobile application tools. The result is awe-inspiring to any storyteller. Therefore, the pace of the message is well-received, in tempo, and lasts just long enough to express the key points for maximum comprehension and internalization.
How might a case study like this prove to positively impact your beer market? In today’s world of web 2.0 enhancements and interactivity, brands need to step up to the technology plate, or risk major market set-backs. Beer brands that embrace these new mediums early, will be in a much better position to gain large portions of the industry pie. Media diversity is proving more important as technology advances. Therefore, dabbling in both new and old school marketing techniques will be required until the new finally takes over the old in the US market. Happy mobile beer marketing!
Beer advertising campaigns have changed drastically over the years, since the craft beer revolution began curbing the market in the last 20 years. When comparing a large brand like Budweiser which has dominated the market for many decades, it becomes clear why craft breweries like Ska Brewing Company project a different level of personal connection within their ad campaigns. Generally, the content for a small business like a craft brewery is generated by their fan base, a method that has not yet taken full control on larger brands. I have chosen to use craft beer brand Ska Brewing and beer behemouth Budweiser to emphasize this stark brand story difference.
The Ska Brewing promo clip covers massive brand story ground by generating content explaining CEO and founder stories, the product, milestones, customers, employees, and the business partner story. All of these elements are clearly outlined as great platforms from which to connect with an audience. This content inspires me as an aspiring beer marketer and consumer to connect with the individuals behind the product. Budweisers promo channels a very different message. By detaching from direct brand referencing, and instead showing horses and dogs as a story metaphore. Though I imagine the Clydesdale horses depicted represent an image for the company in terms of its existence dating back to when horses were used to transport product, the commercial still seems rather disjointed.
Though the actual film quality, special effects, music, and character development vary drastically within both promotional videos, it is amazing to me that I connect more closely with the Ska images I find more authentic. The story imagery behind Ska Brewing clearly influences my ability to relate to the people behind its success. Budweiser on the other hand, though clearly working with a large production budget, falls short by averting my attention to their true brand identity as an aggressive beer market leader. Though one could argue that cute animals are what an audience loves to see when thinking about beer, I tend to feel beer is for an adult crowed that likes to be treated as such.
The Ska Brewing story keeps the content “sticky” to me as the viewer by captalizing on the less-is-more advertising technique. The creators of the Ska Brewing video economized their images, audio, and story structure to really capture the essence of the brand itself, while avoiding the Budweiser pitfall of straying too far from the brand story path in the name of flashy special effects. It may therefore be argued Budweiser, though a giant brand, may be clueless about their consumer needs in a way that may eventually effect their consumer impact. As we evolve into a web 2.0 market of consumers, we “the people” will truly drive a brand story in the end.
Facebook’s open graph is presenting new functionality for brand managers by allowing users to tell the stories of the products and services they use, and thus spread the impact of a brand in a personalized way. The way it works is that there are a set of applications designed to enable social interaction within the context of widely used sites, that allow easy activity tracking integration within the Facebook social media platform. By allowing users to tell the stories about the music they like, the cool article they read, etc they enable their friends to discover and learn about the same interests through association within Facebook. Thus brand recognition is spread through viral sharing and personal association.
