Will reviewing bring about the end for big travel brands?

Photo by: Kevin Dooley

I thought this article from Nathan Labenz on GIGAOM was really interesting.

My interpretation is that with the adoption of online review sites, large brand empires can no longer rely soley on their name and reputation to garner business. In a situation such as a large hotel chain, frequently the locations vary in quality - and now consumers are privvy to this information via sites such as TripAdvisor.

Prior to the social reviewing revolution many travellers would book a hotel simply because the brand had a good reputation or they'd stayed in another hotel of the same brand and enjoyed it. However, as many travellers will be painfully aware - luxury hotel in 'city A' can often be VERY different to the same name luxury hotel in 'city B'. After so many years of riding on the coat tails of the umbrella brand - this reviewing revolution could force underperforming hotels to step up to the mark, OR, as the article suggests, high performing franchises may step out on their own - leaving the umbrella brand struggling.

My interpretation is that Nathan's suggesting that the dissonance created within certain brands by sites such as TripAdvisor could ultimately lead to their collapse, but as he finishes: "The loss of some familiar brands is a small price to pay for more informed purchasing decisions and fewer unpleasant surprises."

Definately a thought starter!

Time to do penance for your potty mouth?

http://www.charityswearbox.com/

Regular Twitter users will be aware of how much filth gets spouted via the site. But recently launched Swearbox promises to help make amends and help 'turn a bad word into a good deed online'.

Users of Twitter can use the site to 'scan' their recent posts for bad words and then suggest an appropriate amount to donate to charity to make up for it - a virtual swear jar.

The site even features a leader board of top donators / top potty mouths!

This little video explains just how it works!

Clever idea - and it's nice to see someone do something for a good cause too!

The mile hile (check in) club

http://www.myskystatus.com/

The phenomenom of checking in is now even possible in the air!

Seen on Digital Buzz Blog recently MySkyStatus will automatically push updates out to your social networks about arrival and departure times, and even in air information.

Interesting - but is this verging on too much information!?!

BE your target audience

If you drink a coke with your name on it - it tastes better! Well that's what I've heard anyway!

Perhaps you'd 'get well soon'-er if you ate some Heinz soup just for you.

There's a bit of a craze lately for personalised products with your name on them. Brands leveraging the additional level of attraction created by this kind of personalisation are notably Coca Cola and Heinz.

This type of product isn't new (remember those personalised stickers/picture books/stamps kids love) BUT the idea of personalising FMCG products is. Consumers seem to be loving it too - there was a line too long to count at my local shopping centre for the Coke booth last weekend.

I'm interested in the break-even analysis here - surely the entire experiment is ridiculously expensive. But I wonder how the idea will measure up in post-campaign tracking studies.

One to keep an eye on!

'Scrapbooking' my life

This post follows on from the theme of my previous post, where I spoke about checking in on Facebook as a way of chronicling my life - a type of journal if you will. I recently installed the new developers version of Facebook timeline on my profile so I could check it out prior to launch.

Now, I'm generally pretty averse to changes (especially on my Facebook) - I'm a girl of habit! However, I surprised myself when I realised that I actually REALLY like the new timeline. I've always been more of a visual person and I think this is why it appeals to me - everything is laid out really clearly and it's really simple and intuitive to use. I had lots of fun playing aroud with the interface to see how I could customise my timline - and it was simple!

Scott Monty, at The Socia Media Marketing Blog gives a really nice overview of the changes that've been made and some of the implications for marketers.

And, just for fun, love this post on Mashable about creative timeline covers!

A personal history OR my social media addiction

Gratuitous holiday shot

So, after 3 weeks away and a little while recovering from jet lag I’m back blogging!

One thing I noticed acutely while I was away, with minimal internet access, was how addicted to social media I am. I thought to myself on arriving at a beautiful  destination – ‘it’d be great to check-in here so my friends and family can follow our holiday’ or ‘I wish I could post a status about how amazing that pizza was!’

But it also got me thinking about social media, and why it’s such an integral part of many of our lives today. There are a couple of perspectives on this – some say that the use of social media is narcissistic, that users seek approval from others, only update to ‘show off’ to others about their lives and that the very process is self-centric. On the other hand, I view social media as a way to track my life and share it with my loved ones – many of whom live hundreds of miles away.

The types of places people choose to check in interest me immensely. Sure, if you’re at an amazing restaurant or exciting event, check in! In fact, often comments are received back asking how it is or sharing past experiences. But I often notice mundane places on people’s feeds – work, airports, even public transportation are becoming increasingly common in my news feed. Do I need to know my friends are there? probably not. Does it make their life sound better? Nope. Do you need to track that you attended work each day? It’d be easier to remember the days you weren't there!

Do these types of check ins signify a habit? A learned behavior that’s just become second nature? Or just not enough else to do!

The sub-conscious reasons people use social networks are many and varied, but it sure is interesting throwing motivations around!

Excuse me, I’m off to check in.

Remembering September 11

Photo by The U.S. National Archives

As I was browsing the news today I came across this article, it talks about a social media initiative that's been set up as part of remembering the 10 year anniversary of September 11 2011 - Call to Remember. It's been set up by 9/11 the memorial and Broadcastr, which is a smart phone app that allows users to record audio clips of themselves and upload them to a point on a map.

I'm really interested in the way this has been utilised as part of the 10 year anniversary commemoration. Users can call a toll free number and record their recollections of the terrible events of 9/11. The recordings are just amazing, so many vivid and moving recollections of September 11 - have a listen.

This article talks to two other amazing uses of SM - 110 Stories which uses augmented reality to sketch the twin towers into the NY skyline where they once stood when users point their phone towards the spot. The other is Explore 9/11 an iPhone app that allows users to explore the site of the attacks and view an interactive timeline of events of the day.

These are fascinating uses of Socia Media, not for selfish gains but for helping communities come to terms with and remember a historic event.

Like it... pin it!

In my spare time I'm into interior design and read so many design blogs I can't keep up with them all. Until now, if I saw an image I liked I saved it to my computer - no way of telling where I found it or via whom. This was all fine and dandy as the images were for my own personal reference - no blogging or use other than my own enjoyment.

Image via Pinterest



But now I've discovered Pinterest... or rather been sucked into Pinterest! It's a new social network that's used by lots of creative types out there to 'pin' items of interest to them for future reference, also referred to as 'social curating'.



This idea fascinates me - and even more so does the question: How does this work for businesses?

Because businesses always want to get on board right!



So I've done a bit of googling and reading. It seems most businesses are using it as a quasi blog/platform for sharing. But in the spirit of all things social, savvy consumers will self moderate - seeing right through anything that's not considered authentic.

So how can Pinterest be used for creative businesses?

• Client pinboards - clients can save images that inspire them for use in design jobs, wedding planning, art commissions etc
• General awareness - businesses can create a visual 'blog' of inspirational images - using the medium to publish some of their own content + what inspires them
• Use pinboards internally to share inspirational content with the rest of the team
• Make contacts with other businesses + potential clients who like your style
• Retweet/share via Facebook your pins to a wider base
• Discover new ideas and inspiration

I'm interested! I'm still exploring, but I can see a new obsession round the corner!



The principles for small businesses



Photo by visualpanic

 My last post on Chin Chin's use of Social Media got me thinking. It got me thinking about how small businesses can leverage SM to their benefit.

Perhaps it's been so successful because it's one of the first channels that's accessible to everyone. No major expenses required, it can be done without an ad agency, a media buyer and a research company. Of course, these things can help too - but a small business-man can pull off a relatively proffessional SM job without the general public batting an eyelid.

So I got googling, and came across these principles for businesses wanting to dip their toes into social media at MarketingProfs.com

At a super high level - but read more here.

Rule 1: Develop your social skills
Rule 2: Let culture lead your way
Rule 3: Mind your online and offline manners
Rule 4: Listen, learn, adapt
Rule 5: Include others in everything you do
Rule 6: Rely on others for growth and innovation
Rule 7: Reward others and you will be rewarded, too

Rule 3, 5,6 and 7 speak to me especially. While all these rules are key for successful SM strategy, these seem to exemplify the new way of conducting yourself (and your brand) online. Instead of paying their way to exposure brands need to work for it, and rely on the goodwill of others to spread it.

This might be a new and novel approach for big businesses, but for the small community business it's nothing revolutionary. Small businesses have been relying on word of mouth and the benevolence of stranger for generations. And now they can do what they do best, and utilise SM in the process.

Chin Chin

Chin Chin launched barely 3 months ago but already has queues out the door. I lined up with the masses last Friday night - at 5.45pm there was a line out the door and we were seated by 6.50pm.

Was it worth it? The food AND cocktails were sensational, but besides that, I'm intrigued by their use of social media.

A little section of the menu drew my attention, check out this shot featuring our dee-lish son-in-law eggs AND 2 little icons down the bottom left.

 

For little more than 3 months they've got some impressive stats:

• 1,555 Facebook check ins
• 1,135 Facebook likes
• 1,267 tweets
• 1,239 followers
• Too many reviews to count on urbanspoon

Chin Chin employs someone to answer
all their tweets and keep their social pages up to date. There's an amazing volume of engaged tweets and responses right through from pre-launch to current day.

 

They follow other trendy restaurants like Earl Canteen and Hardware Societe and are already involved in initiatives such as Feed Melbourne.

Well known Melbourne food bloggers have reviewed:
Tomato
Melbourne Culinary Review
The Weekly Review
The very very hungry caterpillar
And many more...

 

So what is it that's made Chin Chin such a success?

 

Undoubtedly social media has contributed, but there's no point creating 'hype' unless it is lived up to - and Chin Chin does just that with food, beverages, service and interior. Consumers can sense a fake a mile away - to make social media work authenticity is required in both the online AND offline environment.

 

A nice example of effective social media for small businesses - well done Chin Chin!