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December 6, 2009No Comments

ON: Coke’s Facial Profiler – Part 2

In October, I introduced you to Coke's Facial Profiler. Using Facebook Connect Coke was building a database of images to help match you with your twin. I sat fascinated by the sophisticated nature of the execution.

Screen shot 2009-12-06 at 11.03.49 PM

Phase II of the project launched last week. (http://apps.facebook.com/facialprofiler/)  Using the industry’s most advanced facial profiling software, the Facial Profiler matched me against a vast database of faces collected by Coke Zero (there are already over 105,000) to find my look-a-likes.  The results will were delivered soon after I accepted the FB connect prompt.

I found the details about my doppelganger based on the privacy settings for her Facebook profiles. I am still pondering whether I will connect with her.

There is a fun feature called the “Match Bank,” where users will be able to rate which matches they think are the best. By combining human feedback into the Facial Profiler equation, this will help improve the accuracy of future matches.

Check out a few of these matches:

Facial Profiler-Match 1    Facial Profiler-Match 2   

Facial Profiler-Match 3      Facial Profiler-Match 4

It's amazing how close this software gets.

While this seems to be a fun game - the use of my public information fascinates me. 

What is value of my public information to coke? Could executions like this lead to an advanced ways to connect me to the topics I love?  Could you use this type of personalization to put me closer to a product experience? Could the future of Social/CRM 2.0 lie in the a individual's public data?

Will the new digital divide be the difference between those of us with public data and those of us who have not shared their data?

ON: Coke’s Facial Profiler – Part 2 via @jpenabickley

June 24, 2008No Comments

ON: Being Socialista

Is it a surprise that 85% of adults ages 18-34 use at least one Web 2.0 platform? According Universal McCann's "Media in Mind" study, more than half of adults rely on social media as a way to communicate with friends, family, and colleagues. There is no longer a question of  “if” or “when”, the new question that brands are asking their agencies and me is - how?  How do I get in the game? (call me at Wunderman and we'll talk)  And my professional favorite: Is my brand socially ready?

Your brand can be “Socialista” (social ready) with a big idea that will inspire people’s brand love.  Brand passion will fuel velocity and volume every time they choose or buy your product or service.  But how does that translate into the digital world?

It is pretty much the same, with the one big exception - worldwide access.  Pretend your brand is a person.  Pretend your brand is a rising talent and your are its advertising and public relations agent, design firm and marketing department with the ability to rapidly respond (in quarters not years) to consumer conversations.

Getting started can be easier than it sounds!
First you have to sing "Who are you? who…who...who...who"
The building blocks for any brand always start with your identity.  Who are you?  Who do you aspire to be?  Who are you today and who do you want to be tomorrow?

Mom always used to say…

“You are what you eat”
“Tell me who your friends are and I will tell you who you are” 
“birds of a feather flock together”
“if your friends jump off a bridge will you jump too?”

All of this is true for a brand.  If a brand wants to compete in this new digitally focused world you have to carefully build your social media DNA.  In order to become a Super brand you have to consider the following when upping the social ante’ by designing your way up he brand status chain.

Blog_socialista_image

Who are you? Your brand identity can manifest itself in many ways. This can be your archetype, brand temple or personality.   Pick your flavor.

Do we have a relationship? – If a brand never converses with you – how could we possibly have a relationship?  Imagine if your husband never spoke to you – likely you would not be married long.  A brand’s relationships to the people who consume it will define your future. 

When my brand is on the shelf, in the room, online, on a blog or in your presence, how do I look sound and make you feel? This is all about a brand’s presence.  If you do not have presence no one knows your there.

Listen Learn and Converse. When I meet your brand, what are you going to talk to me about?  Is it funny? Is it relevant?  Is the information you give me useful in my life?  Conversations are a way for your brand to listen to my needs and desires and your listening will lead to fulfilling both.

Share your brand stuff (content) with me.  Make sure the brand stuff (content) you share is interesting to me and not just about what you want to sell me.  Its about me - not you! When you figure that out – I will buy you. Share it in a way that makes it easy for me to repeat it, copy and take it with me.

Your causes, your passions and your groups all build communities of interest.

Your reputation is your street cred.  If people in groups with passions socially recognize your brand then your big idea should facilitate their conversations, knowledge, entertainment, or public eminence.

When you have built all of that then you are SOCIALISTA 

Related Articles:

ON: Being Socialista via @jpenabickley

January 20, 20082 Comments

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 20, 20081 Comment

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 8, 20081 Comment

ON: CRM 2.0 – A Continued Definition

As we begin plunging head first into the world of Social Media with our brands we should consider people's behavior in social networks or amongst their Community's Passion Platforms.  [A Community Passion Platform is a group of people who congregate in social
networks to keep up with news, information and offers in specific
interest areas.] 

There are many elements to a campaign, While we start with the strategy , The Idea - The Message and the Creative execution is what makes a virus spread. If the Idea, Message of Creative execution is not relevant to a community, worthy of a consumers use in their every day lives or simply a gimmick with no pay-off to the target audience then the message will go unheard.  A great idea or tool can create the perfect storm. 

In the context of viral epidemics it's very similar. remember the meme? [ A meme is a idea that behaves like a virus--that
moves through a population, taking hold in each person it infects. ] I
must say, though, that I don't much like that term [just like the term widget - it does not define the organism's unique characteristics]. What bothers me the most about about the discussion of memes is that no one ever tries to
define exactly what they are, and what makes a meme so contagious.  I am a firm believer that content is king, and the formula lies in the details of a campaign.  If the idea is good it easily will lead to endless content which acts as a formula for the perfect virus.

Crm20_key During this exercise, I begin by looking at the existence of Communities with Passion Platforms (CPP) and their reasons for passion.  One example of a Community Passion Platform (CPP) would be a community made up of people with a passion for all things fitness. 

In the Fitness CPP, people often buy health and wellness products, purchase and take advantage of the internet for fitness tips and new fitness products as well as use the community to gain access to hard to reach events or people. After studying the commonalties in people's behavior in the CPP, I began to witness  migratory patterns of connectors as well as the buying habits of those in the CPP. 

There are many persona types in the CPP, but the connector is someone who knows a lot of people. The connector acts as a vehicle that evangelizes the idea both in and out of the CPP. The connector has a truly extraordinary knack of making friends and
acquaintances. Their uber connectivity helps his or her CPP stay in the loop on the happenings and findings.

Two other persona types I explored are the Mavens, Critiques, Joiners, Voyeurs and Salespeople

Another way to examine personas is to look at The Tipping Point (The Tipping Point is an examination of the social epidemics that surround us.)  The connector is the message carrier and acts as a point of origin for each CPP.  A great example of this following the history of Patient Zero in the history of the AIDS epidemics.  Patient Zero was the point of origin for an fast spreading epidemic.

We as creative thinkers must begin to look at our target's Passion Platforms and what will infect a person enough for him or her to carry the conversation on to other CPPs.  Using the following diagram of example Community/Passion Platforms see how connectors evangelize or carry a creative idea's message or creative unit with them from one CPP to another.

Cluster_behavior_01

Now we add amplification with the use of mass media vehicles and partnerships.  In order to generate awareness and enhance the experience there are mass media vehicles which can be activated to help deliver amplification of the details of idea or (virus) outside of a CPP. There are many examples of mass media forms that will help connectors carry a topic or passion.  Branded content, promotional spots banner advertising and search are a great start to delivering the initial awareness as well as the necessary audience amplification that can drive to an idea in to a virus.

The goal of amplification is to take the fragmented media [people, tv, internet, mobile, retail, event and outdoor] and create a cohesive experience that supports the details of the idea.  This can happen in the form of a media partnership strategy that gives your target's CPP access to information, news and events that cannot get to on their own or anywhere else.

To effectively create a campaign, the creative brief must change to include the big eight.

1.] Identify Community Emotional Needs
2.] Develop Community Personas {Types & Trends}
3.] Concept "Tools" or "Ideas" {Create and Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

These eight steps to identifying and planning your account this year are not rules, they are best practices that lead to long term brand relationships inside communities.

In 2008 we must pay close attention to technology which facilitates the connectors and mavens to carry a message easily and quickly on in platforms and media types. Connecting the communities becomes increasingly easier when you are able to use technology to facilitate the ease of use for the connectors. (See Gigya's Wildfire - A One Click Platform)

Many of you have asked me for a high-res version of this map.  Click here to download a hi-res image off of flickr.

ON: CRM 2.0  – A Continued Definition via @jpenabickley

January 8, 20081 Comment

ON: CRM 2.0 – A Continued Definition

As we begin plunging head first into the world of Social Media with our brands we should consider people's behavior in social networks or amongst their Community's Passion Platforms.  [A Community Passion Platform is a group of people who congregate in social
networks to keep up with news, information and offers in specific
interest areas.] 

There are many elements to a campaign, While we start with the strategy , The Idea - The Message and the Creative execution is what makes a virus spread. If the Idea, Message of Creative execution is not relevant to a community, worthy of a consumers use in their every day lives or simply a gimmick with no pay-off to the target audience then the message will go unheard.  A great idea or tool can create the perfect storm. 

In the context of viral epidemics it's very similar. remember the meme? [ A meme is a idea that behaves like a virus--that
moves through a population, taking hold in each person it infects. ] I
must say, though, that I don't much like that term [just like the term widget - it does not define the organism's unique characteristics]. What bothers me the most about about the discussion of memes is that no one ever tries to
define exactly what they are, and what makes a meme so contagious.  I am a firm believer that content is king, and the formula lies in the details of a campaign.  If the idea is good it easily will lead to endless content which acts as a formula for the perfect virus.

Crm20_key During this exercise, I begin by looking at the existence of Communities with Passion Platforms (CPP) and their reasons for passion.  One example of a Community Passion Platform (CPP) would be a community made up of people with a passion for all things fitness. 

In the Fitness CPP, people often buy health and wellness products, purchase and take advantage of the internet for fitness tips and new fitness products as well as use the community to gain access to hard to reach events or people. After studying the commonalties in people's behavior in the CPP, I began to witness  migratory patterns of connectors as well as the buying habits of those in the CPP. 

There are many persona types in the CPP, but the connector is someone who knows a lot of people. The connector acts as a vehicle that evangelizes the idea both in and out of the CPP. The connector has a truly extraordinary knack of making friends and
acquaintances. Their uber connectivity helps his or her CPP stay in the loop on the happenings and findings.

Two other persona types I explored are the Mavens, Critiques, Joiners, Voyeurs and Salespeople

Another way to examine personas is to look at The Tipping Point (The Tipping Point is an examination of the social epidemics that surround us.)  The connector is the message carrier and acts as a point of origin for each CPP.  A great example of this following the history of Patient Zero in the history of the AIDS epidemics.  Patient Zero was the point of origin for an fast spreading epidemic.

We as creative thinkers must begin to look at our target's Passion Platforms and what will infect a person enough for him or her to carry the conversation on to other CPPs.  Using the following diagram of example Community/Passion Platforms see how connectors evangelize or carry a creative idea's message or creative unit with them from one CPP to another.

Cluster_behavior_01

Now we add amplification with the use of mass media vehicles and partnerships.  In order to generate awareness and enhance the experience there are mass media vehicles which can be activated to help deliver amplification of the details of idea or (virus) outside of a CPP. There are many examples of mass media forms that will help connectors carry a topic or passion.  Branded content, promotional spots banner advertising and search are a great start to delivering the initial awareness as well as the necessary audience amplification that can drive to an idea in to a virus.

The goal of amplification is to take the fragmented media [people, tv, internet, mobile, retail, event and outdoor] and create a cohesive experience that supports the details of the idea.  This can happen in the form of a media partnership strategy that gives your target's CPP access to information, news and events that cannot get to on their own or anywhere else.

To effectively create a campaign, the creative brief must change to include the big eight.

1.] Identify Community Emotional Needs
2.] Develop Community Personas {Types & Trends}
3.] Concept "Tools" or "Ideas" {Create and Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

These eight steps to identifying and planning your account this year are not rules, they are best practices that lead to long term brand relationships inside communities.

In 2008 we must pay close attention to technology which facilitates the connectors and mavens to carry a message easily and quickly on in platforms and media types. Connecting the communities becomes increasingly easier when you are able to use technology to facilitate the ease of use for the connectors. (See Gigya's Wildfire - A One Click Platform)

Many of you have asked me for a high-res version of this map.  Click here to download a hi-res image off of flickr.

ON: CRM 2.0  – A Continued Definition via @jpenabickley

January 8, 20081 Comment

ON: CRM 2.0 – A Continued Definition

As we begin plunging head first into the world of Social Media with our brands we should consider people's behavior in social networks or amongst their Community's Passion Platforms.  [A Community Passion Platform is a group of people who congregate in social
networks to keep up with news, information and offers in specific
interest areas.] 

There are many elements to a campaign, While we start with the strategy , The Idea - The Message and the Creative execution is what makes a virus spread. If the Idea, Message of Creative execution is not relevant to a community, worthy of a consumers use in their every day lives or simply a gimmick with no pay-off to the target audience then the message will go unheard.  A great idea or tool can create the perfect storm. 

In the context of viral epidemics it's very similar. remember the meme? [ A meme is a idea that behaves like a virus--that
moves through a population, taking hold in each person it infects. ] I
must say, though, that I don't much like that term [just like the term widget - it does not define the organism's unique characteristics]. What bothers me the most about about the discussion of memes is that no one ever tries to
define exactly what they are, and what makes a meme so contagious.  I am a firm believer that content is king, and the formula lies in the details of a campaign.  If the idea is good it easily will lead to endless content which acts as a formula for the perfect virus.

Crm20_key During this exercise, I begin by looking at the existence of Communities with Passion Platforms (CPP) and their reasons for passion.  One example of a Community Passion Platform (CPP) would be a community made up of people with a passion for all things fitness. 

In the Fitness CPP, people often buy health and wellness products, purchase and take advantage of the internet for fitness tips and new fitness products as well as use the community to gain access to hard to reach events or people. After studying the commonalties in people's behavior in the CPP, I began to witness  migratory patterns of connectors as well as the buying habits of those in the CPP. 

There are many persona types in the CPP, but the connector is someone who knows a lot of people. The connector acts as a vehicle that evangelizes the idea both in and out of the CPP. The connector has a truly extraordinary knack of making friends and
acquaintances. Their uber connectivity helps his or her CPP stay in the loop on the happenings and findings.

Two other persona types I explored are the Mavens, Critiques, Joiners, Voyeurs and Salespeople

Another way to examine personas is to look at The Tipping Point (The Tipping Point is an examination of the social epidemics that surround us.)  The connector is the message carrier and acts as a point of origin for each CPP.  A great example of this following the history of Patient Zero in the history of the AIDS epidemics.  Patient Zero was the point of origin for an fast spreading epidemic.

We as creative thinkers must begin to look at our target's Passion Platforms and what will infect a person enough for him or her to carry the conversation on to other CPPs.  Using the following diagram of example Community/Passion Platforms see how connectors evangelize or carry a creative idea's message or creative unit with them from one CPP to another.

Cluster_behavior_01

Now we add amplification with the use of mass media vehicles and partnerships.  In order to generate awareness and enhance the experience there are mass media vehicles which can be activated to help deliver amplification of the details of idea or (virus) outside of a CPP. There are many examples of mass media forms that will help connectors carry a topic or passion.  Branded content, promotional spots banner advertising and search are a great start to delivering the initial awareness as well as the necessary audience amplification that can drive to an idea in to a virus.

The goal of amplification is to take the fragmented media [people, tv, internet, mobile, retail, event and outdoor] and create a cohesive experience that supports the details of the idea.  This can happen in the form of a media partnership strategy that gives your target's CPP access to information, news and events that cannot get to on their own or anywhere else.

To effectively create a campaign, the creative brief must change to include the big eight.

1.] Identify Community Emotional Needs
2.] Develop Community Personas {Types & Trends}
3.] Concept "Tools" or "Ideas" {Create and Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

These eight steps to identifying and planning your account this year are not rules, they are best practices that lead to long term brand relationships inside communities.

In 2008 we must pay close attention to technology which facilitates the connectors and mavens to carry a message easily and quickly on in platforms and media types. Connecting the communities becomes increasingly easier when you are able to use technology to facilitate the ease of use for the connectors. (See Gigya's Wildfire - A One Click Platform)

Many of you have asked me for a high-res version of this map.  Click here to download a hi-res image off of flickr.

ON: CRM 2.0  – A Continued Definition via @jpenabickley

January 6, 2008No Comments

ON:CRM 2.0

During the transitional years between the "bust" and the climb to 2.0  I spent four years working with direct and financial brands as a creative leader in a CRM [consumer relationship management] focused agency.  During those years I found that there were many CRM  strategies that were not a fit for all businesses.  There were the obvious direct to consumer brands in financial services, technology, and specialty goods.  All to often when when we studied CPG [consumer packaged goods] brands we often felt that we were force fitting CRM on products that needed mass media support to drive volume.  The costs of one-to-one programs often exceeded the return on investment for products with $2.00 cost to the consumer.

As the consumer has evolved, the media has fragmented and the conversation economy has emerged we have realize that our consumer's voice in our brands is an important element to learning and product innovation. Marketing campaigns need to deliver more than just a consistent message across the mediums they have to create desire and facilitate people's conversations. We, the creators [agencies, consultants and consumer creators] must look to architect peoples conversations with our ideas, tools and product innovations.

What happens when you combine the principles of CRM [encouraging a profitable relationship with people who love and evangelize your products] with social and mass media?

You get CRM 2.0 - Community Relationship Management

The latest studies by Forrester on consumer clusters and behavior in those communities have lead me
to begin developing a road map that gives the BIG idea a model that uses a
hybrid approach to developing relationships through passion with the use of mass media and people to drive awareness.

Crm20_rm

1.] Identify Community Emotional Needs
2.] Develop Community Personas
3.] Concept "Tools" or "Ideas" {Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

Using these steps I have had successes and many learnings. I have just begun this endevour and am looking to enhance and continue testing it.  What are your thoughts?  How would you craft an effective campaign that gives CPG brands reach and engagement?

ON:CRM 2.0 via @jpenabickley

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