Larry Weintraub CEO, Fanscape

Q: You blogged recently about the importance of answering the “Why do I care?” question when developing social media campaigns. What are some examples of brands doing a good job of providing their customers with something of value?

A: There is a mad rush right now to get more people to “Like” you on Facebook. Success is being measured as how many fans you have and not necessarily on how much those fans are actually engaging with your brand. There are plenty of ways to get people to “Like” you. You can give them free stuff like Starbucks did originally with their ice cream and like Einstein’s Bagels did with a morning bagel and cream cheese. You can use other platforms to drive “Likes” like Bing did by giving people Farmville cash when they “Liked” Microsoft’s Bing Facebook page. And then there are a host of underground spam merchants that will guarantee you “Likes” for pennies a piece. But getting fans is only part of the strategy, keeping them there is much more important. And challenging!

So what should you do? Simply put yourself in the shoes of the consumer. What would you want to see? What would make you come back again after you got your free stuff or were drawn there by a promotion or piece of exclusive content?

There is a lot of noise out there. The typical person only “Likes” a handful of brands. They have so much going on in their lives and they are engaging with their friends multiple times of day on Facebook, so if you are a brand, you really need to stand out. Some of the brands that are doing a great job with this:

Skittles – For Skittles, it’s all about weird content. Turns out there are about 18 Million who like to watch and interact with like-minded weirdos.

Starbucks – Yes, they are the leaders in social media, but why is that? Because they listen to their customers. Starbucks CEO Howard Schultz said that last year’s growth was largely due to the fact that they actually listened to their customers and that social media was a huge part of that.

GameStop – A year ago they didn’t have a Facebook page. Now they have 2.5 Million fans and one of the most active Facebook pages of any retailer. Why? Because they have video game fanatics running their social media properties. If you want to see game trailers first, reminisce about games of yore, or get to meet the people that make the biggest games, then you visit every day.

Mountain Dew – Dew drinkers love to live on the edge. They are young passionate action sports fans. Once a year Mountain Dew introduces a new flavor and when they do, they turn to their Facebook, Twitter, and YouTube fans to help them create every element from choosing the flavor to actually making the television commercials. There are few brands that give this kind of power to their fans.

Now step back. What are your favorite products? Why would you follow them on Facebook or Twitter? What could that bar of soap, that denim jean manufacturer, that potato chip maker do for you that would make you come back over and over?

That’s where you start.

Allie Wester

I asked our staff if they had any thoughts on the matter or if they’d seen some great examples and I got some wonderful responses…

“I LOVE the Pretzel Crisps idea and I expect to see brands do more of this in the future. It’s a smart way to get new customers and reward loyal ones, and of course it has a great pass-along factor to it, too. A lot of brands regularly give out free product as an apology for a bad experience posted on Facebook or Twitter. On the flip side, I would love it if one of the brands I’m loyal to — say, Essie nail polish — sent me a bottle as a “thank you” for tweeting positive things about their polish. It would guarantee my brand evangelism for life, and I’d be sure to tell everyone about it!”

- Allie Wester, Social Media Manager

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“Two great examples come to mind…

1. KLM recently did a campaign called “KLM Surprises”. I LOVE this campaign. They basically cyber stalked people who were checking-in at the airport or tweeting about being at the airport for a KLM flight and then surprised them with a little present for their trip right at the gate. These presents were all personalized based on their twitter profiles, check-in comments, etc. and were not even KLM branded. It at first sounds a bit creepy and it’s a bit hard to explain, but they created a great video so I would recommend watching that since it does a great job summing it up. You can watch it here: http://surprise.klm.com/

2. Edge Shaving Gel also did a cool one where they surprised people who tweeted about something that irritated them with a solution. This was all a part of their “anti-irritation” campaign. For example, one man tweeted how irritated he was to be out of cereal and he was surprised with a box of cereal at his front door. Another woman tweeted that the voices in her head were speaking in Spanish — Edge responded with the gift of a Spanish/English dictionary. Here is the link to the Mashable article which gives some good insight on results: http://mashable.com/2011/01/18/edge-soirritating/ ”

- Kate Rafferty, Business Development

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“MARS is doing great stuff with their brands. Saw these two…

1. Mars Canada – Random Acts of Chocolate: http://www.facebook.com/marsacts

2. Skittles – Mob the Rainbow: for valentine’s day they surprised a Meter Maid with valentine cards http://bit.ly/iy5Fmp”

- Lisa Warnock, Business Development

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“Beyond even calling it “Random Acts of Kindness” – I see this as actually a new form of monitoring. Brands are now going beyond those who follow them/like them to find people simply talking about something relevant and reaching out. I imagine that they are taking a look at who has the most influence before deciding who to reward and who not to reward.

I think this new monitoring trend will become even bigger this year. The mobile extension of this monitoring trend is also forthcoming. Soon, when I check into my Pilates Studio, a brand will reach out to me with a coupon for a smoothie, workout gear, health food, spa treatments, etc. It won’t be just about your location – it will be about your lifestyle.

Check this out: http://adage.com/article/news/kraft-s-jell-o-plans-twitter-mood-monitor/227439/”

- Christy Wise, Social Strategy

Stats
What makes “Random Acts of Kindness” a viable social media strategy?  For starters, consumers are currently disclosing a vast amount of personal information on public forums: about their daily lives, their moods or their whereabouts (whether on Facebook, Twitter, Foursquare, GetGlue or any other number of social apps).  Secondly, consumers are interacting with brands more and more and they are expecting brands to interact with them in a way that’s rewarding to them.   Last, but not least, brands are increasing the amount of time and resources on monitoring the social web.  Put it all together and you have the makings of a win-win program.

In a long-anticipated move into the e-book market, Google has officially launched its massive e-bookstore, bringing more than 3 million books, many of which are available free of charge, to any device that has app capabilities or has a web browser.

But what makes Google E-books better than those already dominating the space such as Amazon, Kobo, Barnes & Noble, and Apple? We’ve compiled the top 5 reasons why Google E-Books is changing up the game.

Free Material
Everybody loves getting something for nothing. Google E-books provides you with roughly three million books free of charge. Google E-books has the largest selection of public domain titles, allowing users to download tons of noteworthy titles without spending a penny.

Cross Platform Support
Google E-books supports any type of device that has access to a web browser. Instead of requiring users to purchase the titles through a single online store to read only on compatible readers, Google E-books allows customers to not only buy books from their own store, but also from any other online vendor that sells books in either PDF or EPUB formats. These downloads are then read by any device that has web browsing capabilities. Google E-Books works cross-platform with computer web browsers, smartphones with the Google eBook reader app, and eReader devices such as the iPad, Nook, Kobo eReader, and Aluratek eBook.

Automatic Syncing
Cross-platform usage would be pointless if nothing synced up. As you read your books on your computer, Android, iPhone, or iPad devices, Google E-Books will automatically sync across all platforms. If you begin reading in the morning on your iPad, you will be able to pick up right where you left off on your Android or iPhone device on your way to work.

Impressive List of Publishers
Google E-Books may have just launched, but nearly 4,000 publishers are already providing the store with content. Of these 4,000 publishers, almost all of the major players have jumped on board including Macmillan, Random House, Simon & Schuster, and Hachette just to name a few.

A New Approach
Google’s approach to the e-book phenomenon is different from those already dominating the space. Because of the way Google decided to take on the challenge, they’ve created a brand new ecosystem which makes both retailers and affiliates, as well as publishers, all part of the e-book selling process for the very first time.

CEO, Larry Weintraub

I have been dropping hints for an Ice Cream Maker.

President, Terry Dry

I am really hoping for new Formula 1 Racing Game for the Wii.

CTO, Kevin Glickmann

I don’t want anything. I have everything I need.

COO, Greg Boles

I couldn’t limit it to one. I want a Netbook and a good pair of earbuds for my iPod.

VP, Account Management, Melissa Taylor

I wish that someone would pay off my mortgage.

Social Media Strategist, Christy Wise

I am wishing for a fancy-schmancy iPad.

Sr. Account Executive, Liza Patriana

I want iPad and/or a Kindle because I have neither. I would love if a Prius would fall into my lap and a duplex in Los Filez. Can you tall I want it all?

Sr. Manager, Social Media Marketing, Ben Arnold

I want a bike!

Manager, Corporate Communications, Natalie Svider

I wish for a 2010 AFC West title for my Oakland Raiders and an iPad. Not that much to ask for really.

Manager, Social Media Marketing, Allie Wester

I am wising for the IKEA PS Maskros Pendant Lamp!

Manager, Social Media Strategy, Andrew Germer

Wishes that someone gets him Rock Band 3

Account Executive, Sherry Globman

I’m wishing for a new iPod. And an all-expenses paid vacation to Hawaii

Office Manager, Heather Overton

Only one wish? Ok, the Kindle, but what I REALLY want is the iPad

Community Manager, Charles Ryan

I want, I want I want. A Louis Vuitton iPad Case, and an otter costume for next year’s Halloween (yo, they’re pricey)

Since the increased use of the Internet, newspapers and magazines have struggled to maintain subscriptions. With the total number of active Internet users expected to surpass 2 billion by the end of 2010, publishers are constantly trying to find ways to turn online news into a profitable franchise. Is it possible that the iPad can revive and revolutionize print media the way it did with music and iTunes back when the first iPod hit the streets? Possibly.

In a recent CNN report, iPad sales are around 8 million and have over 35,000 different apps.  With so many iPads being sold, news and magazine apps have a legitimate chance of monetizing its product.

The number of applications on the iPad that are dedicated solely for the purpose of reading news is relatively small right now, but are sure to grow. In the United States, users have a number of options to choose from. USA Today and the Wall Street Journal are the two most popular choices, but the new New York Times app could give the other two a run for their money. A few of the United Kingdom’s premier print publications have entered the app market as well, including The Financial Times and The Times of London.

The question still remains, however, if the apps themselves will boost enough user interest to turn a significant profit. The concept of paying for online news still seems crazy when there is an abundance of free news sites on the Internet. Although that maybe true, users who subscribe to the iPad apps are literally paying for a digital version of the newspaper, and not simply paying to browse articles online. It could be this very concept that revolutionizes the idea of digital news, and gives print journalism an outlet to create a modern, digital newspaper.

Here’s a little bit more about some of our favorite news apps for the iPad.

USA TODAY – FREE

The app is free, and provides you with tons of news right at your fingertips. It features all sections of USA Today, from spots, money, life, and top stories. You can do crossword puzzles, thumb through newspaper photos, and easily browse the news on the application as it makes excellent use of the space provided.

WALL STREET JOURNAL – FREE (for print subscribers)

The WSJ application is one of the best on the iPad. The application  has already been downloaded more than 650,000 times. The application does a great job of literally putting the paper into a digital format, maintaining the same look and feel of the actual paper. If you’re looking for a great way to browse financial news on the go, look into getting a subscription or downloading this app – it’s a must.

THE NEW YORK TIMES – FREE (until early 2011)

Not many papers can compare to the New York Times, and the same is true when it comes to iPad news applications. The New York Times app just released a new version and it’s nicer and cleaner than ever before. In a similar fashion to the WSJ app, the NYTimes application maintains that very same real-newspaper feel. The application features over 25 different sections, as well as picture and video streaming making it wonderful for reading AND watching news on the go!

FINANCIAL TIMES – FREE (for print subscribers)

One of the best publications for financial news has one of the best apps for it as well. .  Sleek and fast operating , the Financial Times app offers the ability to download the paper to read elsewhere when an internet connection is not available. You also have the ability to customize the articles and watch award-winning video coverage.

THE TIMES OF LONDON – FREE (for print subscribers -  free 30 day preview!)

Much like The New York Times application here in the US, The Times of London application looks beautiful and delivers news to the user in a way that is formatted well and easy to read. After the trial, users can subscribe to the £9.95 ($15.95) monthly subscription fee to still receive news.

No matter what your news preference, there’s likely an iPad app for you. We’ve listed the ones we like best, what are your faves?

GetGlue is in many ways very similar to the other check-in applications we’re already so familiar with. You begin by either linking your Facebook account online at the GetGlue website, or downloading the application to you phone (iPhone, Android, and iPad compatible). Once logged on, you are asked to begin rating your favorite movies, books, and music to help build your GetGlue profile. Users then can begin checking-in when they listen to music, watch TV, or go to the movies, all updating their profile in real time. Their check-ins and ratings help the GetGlue site tailor suggestions based on the users individual tastes in an attempt to help you find “your next favorite thing”.  Badges are rewarded much like other check-in applications, and points are occurred based on frequency of use.

But what does this kind of service mean for the entertainment industry? Why would networks like MSNBC and HBO — for example — sign up and partner with a service like this? The answer is simple; the same reason that restaurants and retail stores are partnering up with Foursquare, Loopt, and Gowalla – to help build consumer loyalty.

GetGlue seems to have two main objectives. On the user’s side, it helps connect people with similar interests, build up profiles based around individual tastes, and suggest new music, shows, movies, and books to its users based on viewing and listening history. On the industry side, it helps to create show loyalty, as well as encourage live tune-in.

In addition, entertainment companies such as Fox are able to tap into the GetGlue database and effectively market new shows to users based on their viewing history, check-ins, and Likes. People who repetitively check-in to different shows are much different than people who “Like” a show on a social network, providing television networks with the ability to see who the die hard fans are, and who just watches a show once in a while. Recommendations are then handed out according to the users views and the entertainment companies get to target a niche market directly.

GetGlue has been gaining popularity since its original conception earlier this year, and has been rightfully dubbed the “Foursquare of Entertainment”. With more television networks and entertainment companies jumping on board, it’s no doubt that the entertainment check-in is one of the more innovative social media concepts within the last few months.

Funny Or Die’s “Between Two Ferns” – Speed Stick

One of the many funny series and videos on FOD is Zach Galifianakis’ “Between Two Ferns”. In the most recent edition, Galifianakis (as twin brother Seth) speaks uncomfortably with Sean Penn and endorses the product, Speed Stick. With almost 1.5 million people having watched this particular episode in less than two weeks, FOD and Speed Stick effectively pushed the boundaries of product placement.

Axe Detailer – Clean Your Balls

Launched at the beginning of the year, Unilever’s “Axe Detailer – “Clean Your Balls” campaign portrays an infomercial spoof, where Axe demonstrates the importance of keeping your “equipment” clean and showing off the features of the Axe Detailer tool. More than 3.5 million views of this unique online video have been racked up to date.

Gucci – Gucci Guilty

This premier brand has entered the online content market in a big way by teaming up with “Sin City” director, Frank Miller, to create a short film around the launch of its new woman’s fragrance, “Gucci Guilty”.  A trailer for the short was release at the end of August and the worldwide premier was aired during the MTV VMA’s this past weekend.

Old Spice – Old Spice Your Man

The resurgence of Old Spice is one of the best (re)branding stories of 2010. It all started with the commercial heard around the world on Super Bowl Sunday, “The Man Your Man Could Smell Like” inspired the ad world by creating over 200 individual online response videos aimed at influential bloggers and twitterers. In one day these videos were viewed more than 4 million times – well over 50 million times to date. Even more incredible, Old Spice claims to have seen sales grow 106% during the month of the online campaign.

Gillette – Gillette UNCUT

Gillette partnered with acclaimed rock photographer Danny Clinch to create a series of short films that take an intimate look at what goes through the minds of some of the world’s biggest artists before they take the stage. UNCUT is an introspective video backstage pass that features Will.I.Am, Tim McGraw, Mark Hoppus of Blink-182 and The All-American Rejects.

State Farm Insurance – OK Go’s “This Too Shall Pass Video

State Farm teamed up with viral video darlings OK Go to sponsor their Rube Goldberg-inspired music video of “This Too Shall Pass. The video made its worldwide premier on Ustream that kicked off with a live discussion with band members and within the first week had been watched more than 8 million times. Close to 17 million have seen the video to date.

Ikea – Easy To Assemble

In this web series, Hollywood actress, Illeana Douglas is followed as she decides to quit her acting career and work for Ikea in Burbank, CA. The series garnered more than 5 million views and was so popular, it was picked up for a second season.

Proctor & Gamble – “Buppies” and “My Black Is Beautiful”

P&G co-produced two web series for BET to draw attention to the company’s cache of beauty products for African American women. “Buppies” was a scripted drama that featured sponsorship and product integration from CoverGirl. “My Black Is Beautiful” showcased products such as Pantene, CoverGirl and Olay in makeover-type settings. In addition to attracting millions of views, P&G saw product sales increases of 14% for Pantene, 4% for CoverGirl and 3% for Olay.

Edge Shave Gel – “Anti-Irritation Zone”

Edge Shave Gel recently launched a branding initiative with Funny Or Die that features comedian John Caparulo.  The campaign plays off of everyday irritations, and explains how Edge Gel prevents irritation during shaving. In addition to viewing and voting for your favorite “irritation” video, visitors are invited to upload their own videos about things that irritate them for a chance at weekly cash prizes and a grand prize trip to Las Vegas.