An estimated 108.4 million people watched the Baltimore Ravens' defeat the San Francisco 49ers during Super Bowl XLVII. Source: The Nielsen Co. Fans watched 55 valuable commercial spots, worth investments of almost $4 million, per 30-second slot. But, this year, marketer’s ROI included new opportunities to connect, and real-time lessons in response.

Following the #SocialOlympics there was little doubt that fans would be active within social media during the game. Trendrr.com tracked 47.7 million social media posts, with total social activity at 52,556,473 during the Super Bowl, more than 3 times higher than last year’s game. Branded content was integrated across platforms optimizing the ability to capture fan attention and support social engagement. This year brands were able to seize our attention, respond to 30 minutes of disruption (e.g. #poweroutage) and encourage us to search for more information.

Real-time media offered advantages. Brands were engaging fans, and starting conversations, but this level of connectedness required marketers to pay attention and respond with real-time relevance. In one, now famous example, a fantastic collaborative strategy put real-time response into play for Oreo and 360i during the power outage. Oreo took advantage of the Super Bowl's third-quarter blackout, sharing the now legendary, "You can still dunk in the dark" caption, and simple image on Twitter and Facebook. The results, the post has more than 21,000 likes, 800 comments and 6,000 shares. The tweet has been favorited by thousands and re-tweeted more than 15,000 times.

Key Plays in Twitter’s Game

Critical moments measured in Tweets per minute (TPM) Source: Twitter

· Power outage: 231,500 TPM

· 108-yard kickoff return for Ravens TD by Jones: 185,000 TPM

· Jones catches 56 yard pass for Ravens TD (end of 2nd quarter): 168,000 TPM

Real-time media created the competitive difference. Oreo had the right content, and delivered it at the right time. Their response also supported lasting connections and learning. Imagine thousands of comments and shared connections that can be mined to assist new product development and innovation.

We also wanted to see what brands were actually responding, directly to fans.  Moving beyond engagement, interacting with fans and fan content in real-time. Twitter was certainly the priority platform for marketers. Hashtag strategies were incorporated into ads for most brands. Brand standard #hashtags performed best.

· #Doritos was able to garner more than 33,000 mentions via Twitter and with 50% positive sentiment from Facebook and Twitter.

· #Calvin Klein reached more than 29,000 tweets and received a 31% positive sentiment rating within Facebook and Twitter. Source: Bluefin Labs

Surprisingly, we found limited examples of brands directly responding.  A few RTs were noted, but even less comments within Facebook posts. And, very little effort to share real-time consumer generated content.  An excellent example of co-creating content,

Oreo shared fan-inspired masterpieces across Instagram, Twitter, and Facebook as part of their Cookies or Cream challenge, but content was created specifically for this contest and not in real-time. Fans tag Instagram photos #cookiethis or #cremethis, and Oreo re-creates a portion of the image.

Acknowledge People who Create Unimaginable Brilliance

Fan-generated content can be very powerful simply because it is authentic. Consider sharing content that is naturally emotional, not too perfect and from the imagination of real-people. A key element of our response strategy enables people to feel a part of the experience. When their personal masterpieces are shared a very strong connection is formed.

Brands need to support occasions to celebrate original ideas and respond by sharing fan-generated content. The emotional connection of sharing fan-generated content should be orchestrated to motivate sharing. By celebrating authenticity, brands develop emotional connections and let fans know they are experiencing the games, in real-time, along with them.

Preparation for Next Year

Create content and plan messages that not only engage fans, but also enables encounters that let people feel they are personally a part of the Branded Message...The Experience…The Super Bowl. Fans become the reporters, storytellers, and their heart-felt excitement will be celebrated and shared.

Moving from a “The-Super Bowl” to a “Our-Super Bowl” mindset…

Also posted via Communica Inc...

The Olympic Athletes' Hub offers a hint at how social media will redefine the Olympic experience. The site was created by the International Olympic Committee and was designed to enable fans to effectively stay linked to social savvy athletes. Within the hub, social media content is aggregated from the athletes’ Facebook and Twitter feeds. The site rewards active fans with select videos and prizes.

More than 1000 Olympians have signed on to the Olympic Athletes' Hub

Mobile occasions and Olympic experiences that will engage and connect…

I have been thinking about London 2012 for some time. The city of London, the International Olympic Committee, and brands have tackled many of the challenges for what proves to be a very social and very mobile Olympics. Still, so much will change by enabling fans and their role in these Olympic Games.

Click here to view the embedded video.

Consider this...

The 2012 Olympics must be thought of as more than a lead generation opportunity. Brands have a new position and a responsibility, not only creating a true extension of the brand within the experience, but also enabling people-to-people.

I am encouraging brands to stay very experience-focused, social and to establish an offering that is driven by the level of data that can also be extracted / put-into-play from the experience.

Today, sports fans are emotionally energized and connected. The term “spectator” no longer applies. Participating through sharing personal excitement, critiques and of course, suggestions, enables fans to be a real part of the experience.

Mobile...The physical experience ....the digital experience

I believe that a brand's true Olympic role is to offer service, resources and to be an enabler of everything (i.e. experiences, people-to-people, connections etc.).

During the games, visitors will be looking for a great deal of “other” Olympic moments, activities, and experiences to discover. For these folks, mobile will become a life-tool, enabling an ideal London Olympic experience and the ability to share it all.

Result: Original content for those who could not be there...

Source: TNS Mobile Life |Use of mobile for social networking within emerging Asia

Consider the needs of fans outside of London. For instance, followers in Asia will be looking for real content in real-time and will likely follow the games via a mobile device. Given the global adoption of social media, and anticipated levels of interaction, the ability to include original content and experiences from those with similar interests will create truly unique and far more emotional connections to fans experiencing the games from abroad.

...this is people-to-people!

Need a brilliant example?

Visit MINI UK... They are defining what it means to be a true ambassador of London. Offering a bit of enjoyment to the athletes and  great experiences for fans.

This story was also posted at Pallino1021

Super Bowl XLVI...is once again more than a football game, and the social aspect of the game is more than simply breaking Twitter records. This year Super Bowl XLVI will create connections. Viewers are expected to use mobile devices at unmatched levels and the demand for mobile interaction is tremendous.

What is certain? Immediate and direct access to “more” is expected, and brands are challenged to create spectacular interactive experiences

Extraordinary relevance

Promises of brilliant content are certain, but tremendous value is most often created when fans discover, conquer, own, and share stories about who they are and what they know. Creative brands will be prepared to listen, will adapt quickly and respond with authentic messages. So, what is the outcome? Emotional connections, possible when brands nurture dialogues and support the role of people in the process.

How will we connect? Apple shipped over 15 million iPads in Q4 2011

Position a very different kind of strategy

Honda has had great success with the early release of the Ferris Bueller's Day Off big game commercial. The video already has more than 8 million views, great news for Honda as they launch the all-new 2012 CR-V. Still,with almost 60 hours of video uploaded to YouTube every minute, imagine the possibility for unique opportunities. Enable people to capture original video and celebrate the imagination of people in real-time, as they are watching the game.

…Raison d'être

#GameDayPolarBears

Living, breathing, and ever-changing content. Coca-Cola® has given their Polar Bears permission to throw a Super Bowl Party. While watching the game, the polar bears will be chatting with, so far, more than 18,000 friends. As of now, the popular hosts have only invited a little more than 64,000 friends via Facebook.

Become a resource

Chevy is sponsoring “Road To The #SuperBowl”

Chevy has become a resource for those wanting to track tweets per minute and see who is sharing content in real-time. Chevy has also reached out to Detroit Labs to develop a great mobile app. The Chevy Game Time App offers viewers a chance to interact with exclusive content, get real-time stats, and be a part of the game with live trivia. At this point are we fans or players? Players can win 1 of 20 Chevys and other prizes.

Click here to view the embedded video.

Service…extended brand experience

Xbox LIVE Gold access will be free February 2-5. Xbox wants to make sure that fans experience ESPN via Xbox LIVE. The Super Bowl is ideally targeted and Xbox will extend the brand’s experience with Madden Bowl XVIII! Last night, NFL players and celebrities teamed up in a 3-on-3, playing for the coveted title of Madden NFL 12 champions!

I like this idea, but would love to see real-people also involved. Celebrity overload I guess. During Super Bowl week, the last thing some of us care to see are more celebrities.

Consider the value of social media...Loyalty and Learning. Then add the perception of “people” defining their personal value by what they share. Now consider the passion and true emotion within sporting events. This is only the beginning, the 2012 Olympics are only a few months away. The games will further test brands to create strong resources and enable “my” Olympics.

Super Bowl Goes Mobile viaInteractive Advertising Bureau

You may love the weather today and hate the weather tomorrow. Either way we are always compelled to share our perceptions.  Weather has always been one of the most social of topics. Everyone has their own way for predicting the weather, and of course, an opinion about what lies ahead. However, our ideal source of information is no longer limited to traditional news channels. People are curious, and want to know what the rest of the world is thinking…and especially during weather-related events. Everyone is equally keen to learn from local accounts and individual experiences.

Enter Metwit…

Metwit is a real-time collective weather source. A great place to explore and discover real-time weather conditions, from real people. People tag, tweet or post weather conditions and the information is immediately displayed on Google maps via text and amusing icons.

Metwit is being developed during a three-month start-up acceleration program by SeedStartup, a member of the Techstars network. The iPhone application and the beta website are live. The smart platform also offers features that are as ever-changing as the weather. The passionate developers are committed to innovation, continuously enhancing Metwit. Users are able to personalize their expression of the weather through new icon sets. Icons are created by professional artists and amateur illustrators so that everyone can personalize their weather experience. The result, a collection of jovial and witty icons that will definitely reflect your weather personality.

Today, even traditional weather forecasters are looking for original sources. A local perspective of weather is critical during severe weather occasions and Metwit is becoming the go-to place for “original” accounts of all things weather related. Through local content, forecasters are able to create a better narrative and more precise recommendations.

When weather stories are co-created, they also become considerably more effective within social media. For instance, when breaking weather news occurs, people immediately turn to traditional channels, but alongside is another trusted source…each other.

Social weather can fill a need for real-time, no-nonsense information...

Example: During a crisis, people want to help, not feel helpless. During the Tōhoku earthquake and Tsunami in March 2011, Twitter became one of the most important real-time destinations for those needing to stay in touch with people in Japan. Worldwide, Twitter personally connected people wanting to understand the events with those experiencing the catastrophic weather in real-time.

The collective process of Metwit naturally creates opportunities for making weather more reliable, more relevant and more exciting. Metwit was designed for helping those active in outdoor sports and activities. The idea was to create a place where climbers can understand current conditions, prepare for a day of climbing and also to connect with other climbers. The ability to understand specific and important weather conditions as it relates to climbing is essential to this sport, and only other climbers can define these conditions. For instance, climbers can pinpoint the best location according to those already on site.

Metwit will also act as a connector of like-minded enthusiasts. Users will be able to select activities that interest them. Metwit will then enable users to view others with similar interests, sharing vantage points and interesting information about specific locations. The developers continue the idea of co-creation through crowd-sourced design challenges as they look for creative new icons. The team will consistently use social media tools to help Metwit become a fun and useful resource.

Misery loves company...

Metwit is perfect for those who are feeling blue about the weather. Metwit users share your misery and often, with the help of others, can cheer-you-up with funny thoughts. Weather updates and photos have always been attention-grabbing. So, your spring-break vacation images are even more fun to share with those back home.

“Love complaining about the weather? Try Metwit” Michele Ruini Co-Founder, Metwit

Brand’s new role...Enable a Cycle-Of-Courtesy

Metwit weather updates are also becoming a resource for brands. Rather than inactive messages that have little value, brands will be able to offer social weather as a service, connecting with people through the advantages of one of the most social topics…weather. Metwit extends brand experiences by creating mobile occasions. Brands are able to actively involve people through weather related content and current conditions.

Don’t forget your umbrella…

How often do you wish that you knew a storm was on the way? Hyper-local weather is ideal for travelers. Metwit helps you prepare for the weather conditions where you’re headed. Now Airlines can use Metwit to create weather alerts that are informative, visual and fun!

Note| I have been fortunate to spend some time helping these clever developers with strategy and positioning in recent weeks. Honestly, I believe that Metwit is now, and will continue to be, one of the most imaginative and useful social platforms available.

Article first published as Weather Gets Social! on Technorati

What was interesting?

Allow me to start with "Engage"

TNS discovered that 57% of people in mature markets are simply not interested in engaging with brands via social media. Folks in the UK [61%] and in the US [60%] are particularly disenchanted with brands via social media. This may not be surprising, but at the same time, people are increasingly creating “original” content and are anxious to talk about brands with anyone located within reach of their social voice.

• 57% of people in developed markets do not want to engage with brands via social media
• 47% of global digital consumers now comment about brands online

Authenticity and Conviction

This is a time of discovery for brands. A journey that should soon help them understand, the idea of social media engagement was not designed to pick up where traditional marketing left off. Even more compelling, high levels of engagement do not lead to influence or true connections. Using social media as a form of engagement without trying to nurture a real connection is somewhat ridiculous.

Take into account why people are using social media. To communicate, to interact and to share. Every social act comes with the anticipation that it will offer relevance to someone. A good deed has been done, a smile has been shared and in each, a response is simply the best!

For brands the purpose of social media is to communicate, understand people, and how they see your offerings. Social media should also support collaboration, but to do so requires a very different mindset and almost humble positioning.

Within social media brands have an entirely different role. Brands must have and express an authentic persona; offer services, resources and position (enable) people strategically within every endeavor. Simply engaging with people is not enough, brands have to form connections. Identify emotional triggers, begin a conversation and respond with conviction. Co-creating and extending the brand experience can be the essence of social media success.

How? People are creating original content, at the same time brand messages must be unique. Celebrating what people are naturally doing, or co-creating even branded-content, supports emotional ties. Within the dynamics of this approach, people are positioned as the vital element. If conditions are right, people will reward brands with a mention on their Facebook page, Twitter feed or their most important circle!

The data also supports our suggestion that brands enable people-to-people connections. Supporting these connections will encourage a brand's active social solution(s) and future growth.

• 47% of people comment about brands online

TNS’ Digital Life also reports that people are open to talking about brands via social networks and are often excited to share their opinions.

• Among those commenting, 46% of the reasons for writing comments is to HELP!

I like to think of  this process as a Cycle-of-Courtesy. People are compelled to share ideas and experiences with others. This has become a common and expected task within the most trusted of social groups. It’s as if “they feel it’s their duty…informing others is simply a natural part of the reciprocal process”.

Related articles

• Our Take on Facebook’s Sponsored Stories and Deals

Influencers cannot be selected by numbers. They have to be selected via contextual insight and nurtured into lasting diplomats.

Engagement is the first step. The opportunity to create interest and to build on that initial hello occurs within every interaction. Influence is an action that derives from an emotional excitement, an attachment to the brand, its services or resources. So, How Do You Make it Last? To define sustainability; you must build true loyalty, stronger influence and possibly co-create engagement through original content.

The diplomatic approach…

Lasting connections begin with that first engagement, but it certainly does not end there. Understanding what captured attention, and what delighted people enough to say hello again is important. This is the process of discovery and for brands, a journey that should have no end.

The Ultimate Influencer is engaged…

Let’s have a look at an influencer, one that would most likely be under the radar. Just as other Moms, Tiffany has looked forward to her family’s Disney World vacation for a very long-time. Even planning a Disney vacation is an exciting part of the magic. The planning and reservation encounters can set the tone for the entire Disney occasion!Tiffany started the process asking family and friends. Everyone was excited to share their best kept secrets and ideas. What was the beginning of the process for Tiffany, was at the same time, another step in the process for those sharing their emotional points of view. So, armed with a few adventures in hand, Facebook was the next step. Disney does a great job creating content for Facebook. They have over 7 million fans filling the page with heart-felt comments and photos every single day. The Disney World Facebook page is a starting point, a place to ask questions, gaining inspiration via photos and memory sharing. Disney has also created engaging fun within specific attractions that help you prepare for, and share, your upcoming vacation.

Social environments have to allow a very natural expression of the user and the process of sharing…

Nurturing the process…

Tiffany monitored the Disney Parks Blog, and consulted briefly with the Disney Mom’s Panel for advice.

“Flights and Rooms booked…now for dining reservations!”

Tiffany called for help with the character reservations, loved their eagerness to help, but ultimately figured out how best to make reservations online.This may sound typical, and in fact it is very typical…but what Disney does not know may hurt them.

The person planning this vacation is the ultimate influencer. Not that she has thousands of followers or blogs about family life. This ultimate influencer has been nurturing the most loyal and trusted following imaginable. Start with just family and friends. Family and friends that eagerly await her perception of everything from cameras to onesies purchased via Disney Store online, and her account of how a problem was solved perfectly by Disney Store via Facebook!

Throughout every step, Tiffany continues to update everyone on Facebook...

The process was not facilitated by any branded dialogue or platform. The ultimate influencer grew through every emotional post, every true experience. Shared via misspelled words and quick mobile images, this “original” content has become the most powerful substance in the role of social media. Brands will rarely notice, respond or even act on what this influencer posts. A brand would never know that they should pay attention to her. Are brands ready to create a seamless view of this person across all platforms? They certainly should be!

Nurture dialogues via social media. Enable people to have fun with the brand via SM, even make the brand their own. Consider micro-deals. Perhaps allow them to discover, be the hero and share unique offerings designed just for them and their followers. Online and mobile must offer service that is effortless and create resources that people love and will want to share.

The celebration begins…establishing lasting connections

At this point the vacation is still a week away. Consider enabling family and friends to send encouraging notes or easily have a surprise gift waiting for the family when they arrive.

The journey continues, as does Disney’s opportunity to observe, learn, respond and adapt. Chances are, traditional measures would never identify “Tiffany” as an ultimate influencer. But, the contextual information that she has created during her Disney journey is overwhelming. The demos - She is a wonderful Mom; she has two little girls and a baby boy. Tiffany has hundreds of family and friends at the same life stage, and with the same aspirations. They trust her to be “try-outer” of the group. She loves her mobile and her tablet. She won’t take a survey, but she uses Facebook, almost exclusively, to communicate. She is also a pediatrician at a well known children’s hospital.

Enable the passion and excitement of the moment…

Disney mobile apps and location-aware solutions are a great resource for families during their celebration. They offer Disney an opportunity to create brand experiences that are tailored to what Disney may already know about Tiffany. With mPayments, mobile will become even more intuitive. Privacy is an investment (“Privestment”) that will be worth it to Tiffany, when Disney offers “just-for-me” surprises and specials. You can be assured mobile devices will be used as a life-tool and to share in real-time.

Enable effortlessness…

The little moments filled with “original” content designed to be shared!

Disney Hotels and Disney World could create “Disney Life-Cast”, social spaces for families. A place to check-in, say hello via video and effortlessly share their real-time excitement and enthusiasm with friends and family. This is an excellent example of how brands can co-create and nurture “original” content. The emotional value captured in these short video messages is priceless. Certainly families can go back to their hotel room and Skype family or even upload their own messages. But why not enable effortlessness. Allow them to connect with everyone and still have time for one more ride on the tea-cups!

Related article

• What Social Media Should Be...Collaborative | Part II (pallino1021.wordpress.com)
• Disney's Immersive Experiences Build Emotional Connections

For more thoughts on engagement and the role of influence please see our 2011 Emerging Trend Report

A look at Engagement, the role of Co-Creation and what may really support loyalty.

Social media experts create engaging content and have adapted extremely well to the idea of influence and the need to motivate share-ability. Yes, social media offers advantages. Most notably, ease of convergence across platforms, but can social media support loyalty simply through engagement?

People are changing and everyday life will never remain suspended, even briefly…ever again.

People are increasingly involved in brand activities and are seeking opportunities to co-create. They sincerely take pride in having had an effect on the process. We believe co-creation will support lasting social media connections, create successful dialogues and in the process accelerate continuous learning.

Two brilliant market research firms offered a look at engagement last week. Gallup debunked social media myths and offered direction for companies using social media to acquire new customers/people.

comScore promoted the idea “Early and SUSTAINED engagement predicts effectiveness".

Each share thoughts on capturing attention and the ability for brand messages to become social. The findings are compelling, yet difficult for many to understand. For instance, “sustained” implies connected, a step beyond engagement, and a key part of the collaborative process.

Social Media must be thought of as a means, not a tool, for observation, listening and most importantly…responding.

The purpose of social media is to communicate, understand people and how they see your offerings . Social media should also support collaboration, but to do so, requires a very different mindset and almost humble positioning. Preparing a sustainable system of information sharing and extraction is challenging, but certain to become a permanent source for business decisions and future strategies. It begins with a quest to learn, absorbing every element of data available and across disparate sources. Allow for a very natural process of discovery and growth. If disrupted, users are more likely to confuse popularity/engagement for conviction, thus offering a very different outcome, fragile connections and inadequate information.

Consider the absolute value of social media...Loyalty and Learning. Next, add this perception: “People” are defining their personal value by what they share. Social media acts as a connector, an enabler of dialogues and information, and perhaps more important supports collective confidence.

An Enabler of Co-Creation…

Original ideas can re-invent your business or create a new business on their own. People are keen to play a stronger role in influencing brand performance, and absolute in their demand for relevance. This leads to collective ideas and future innovation.

Personal creation of products, ideas, content and services will lead to emotional connections and brand experiences. This is the new course for future innovation. Brands need to embrace and enable original and collective.

Encourage the collective and natural evolution of ideas…embrace diversity

Diversity expands thinking…

When diverse backgrounds and perceptions are focused on specific interests, ideas are expanded within adjacent spaces and are also more creative. Collaborative prototyping also removes the worry of what may be missed.

All of these original ideas are unique and influential. When groups of “shared-passions” express distinct originality, a trusted relationship is formed with an obligation to collective progress, and a source of inspiration for what is to come. The contextual and emotional make-up of these groups is extraordinary.

Filtering IN progress…

People are filtering content based on how they feel about its origin. These filters are created from shared passions, information and trust. Alert listening develops an ecosystem of learning. Integrating with disparate data sources at the same time creates immediate sources of social media stimuli and a prepared scenario for response.

Response IS required…

When people invest their time and attention connecting with a brand…a response IS required. Responding supports social connections and is often a welcome form of reward. Essential elements of response: Authenticity, Conviction and Flexibility.

The ability for companies to enable people, original content and true connections will create a powerful force for future design.

So…Allow social to inspire imaginations, to encourage direction and to then Think-Out-Loud!

For more see our 2011 Emerging Global Trend Report preview.

I'm really not certain when my rather different perspective began.  I do know that I have refined my thinking as part of Pallino1021, a result of being challenged with the idea of convergence and the journey / exploration, as I prepare for our global trend reports. One thing remains prominent...People, and their idea of original…is emerging.

What Social Media Should Be…Original

The goal of social media...should not be thought of as a marketing strategy. Social media should be thought of as an ecosystem…nurturing knowledge, stimuli and co-creation…across any device.

Advantages stream from collective ideas, not individual agendas, or imposed direction...

When messages and content are original, they are destined to be shared. They benefit from a natural progression of emotion, and when elements are co-created, they are also considerably more effective within social. For instance, when breaking news occurs, people immediately turn to traditional channels, but alongside remains their most trusted source…each other. Our ideal source of information is no longer limited to traditional news channels. People want to know what the rest of the world thought…and everyone wants to share the local accounts of individual experiences.

Appreciate original and the need to be social…

Everything else will naturally fall into place

One of the key emerging trends is the idea of “Original”. Original can mean many different things, but most notably intensifies the need to express ourselves, to connect and to collaborate. Even the idea of original begins with an emotion, an independent thought, or a new approach. Original is empowering and reflects a very personal journey, a hope to inspire or a need to connect.

Companies need to identify opportunities to applaud, or even better, co-create unique styles and original substance. Paying close attention to convergence across any device will energize creative occasions. At the same time, each will be filled with an opportunity for continuous learning. Enabling people to create and/or consume original content wherever they wish, supports very social experiences.

Identifying contextual insight fuels an ecosystem of knowledge

Video and images …with the power of original

Video content establishes an instant emotional connection. People feel obligated to share “discovered” content. Real “real-life” entertainment rallies moving connections to “original” content. This type of content is a distraction from what once was branded entertainment. It has placed new demands, even more accountability, when people are choosing to trust, like or share traditional media. Today, even traditional news has to be pre-filtered and mixed with original stories.

Kickstarter is filled with original ideas, most notably are the number of documentaries that have been more than 100% funded. These documentaries are born from true passion and a desperate need to share a story. The films are incredible, intense and filled with a profound, very personal understanding of the subject, placing emphasis on important moments that are often missed in film making. People are drawn to fund and absorb this content because of this intense level of passion, originality and not having been altered with a managed view of reality.

Make it “My-Own”

Disney has taken notice of fans wanting to “original-ize” their branded content. Enabling wannabe dance stars to share their personal twist on dance moves and submitting videos for a chance to appear on Make Your Mark. Over 25,000 auditions have been uploaded.

This type of contest is not new, but one thing has changed…People. It has become increasingly easy to share your ideas, dance moves, and any re-manifestation of just about every kind of content out there. Many brands seek to stop this from occurring. At the same time, truly original content such as the Kickstarter documentaries are sought out and often consumed with far more emotional connections than original branded content.

Original ideas set into motion via a Cycle-Of-Courtesy

Persuading and allocating the benefits of these powerful ideas and content is challenging. But, it is most important not to disrupt the natural process of discovery and sharing. This natural process establishes a Cycle-Of-Courtesy. At the same time you are enabling the witty critic in all-of-us, you are generating extraordinary insight.

“A new Cycle-of-Courtesy has developed; where people, compelled to share ideas and experiences with others, has become a common and expected task. It’s as if they feel it’s their duty…informing others is simply a natural part of the reciprocal process”

We have just completed three months of trend exploration, analysis and reporting. So what’s different? Again…Everything.  Change has become the only constant!

Companies need to prepare for, and bring about, a very different approach to business.  It’s time to move beyond advertising and marketing.  Emerging trends suggest a collaborative business agenda, one empowered by the ability to create sustainable connections.

A brand’s new responsibilities must include service, becoming a resource provider and a social media enabler.  Beyond simply marketing, each trigger sustainable connections.  Social media is a perpetual celebration of life, and now mobile is its pulse.  Each of these areas reaffirms the importance of convergence across platforms.

Ideas Inside:

• Original – One of the key emerging trends is the idea of “original”. Original can mean many different things, but most notably “original” intensifies the need to collaborate. People are keen to play a stronger role in influencing brand performance, and are absolute in their demand for relevance.
• Filters – People are using new media to create filters and layers within shared passions and information. Branded connections must be authentic, expressed with conviction and always flexible to collective ideas.
• Motivation-Responding to Disruption – Disruption has become a natural part of business. It is important to embrace disruption as an opportunity to stimulate continuous innovation. Disruptive scenarios suggest clues for how to respond.

Brands Must Be:

• Collaborative – Explore collective ideas in a manner that challenges “traditional”.
• Mobile – Create mobile occasions that extend brand experiences and actively involve people within the dynamics of “my” brand’s message.
• Social – Move from engagement to sustainable connections by creating emotional triggers, immersive experiences and collaborative positioning…a Cycle-Of-Courtesy.

“Enabling natural connections without disruption stimulates authentic dialogues, a reciprocal process with intense levels of context, value and trust…a cycle-of-courtesy”

Identifying and responding to these implications will help you to adapt to change, now and with a level of flexibility…for continuous disruption.

A full preview of the report is available via Slideshare

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