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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
NE T#WORK them. Dropspotting comes close to location based soci al networking. Dropspot .org is a sit e wh ere you can make a note on a googlemap of something left or hidden in a specif- ic location. If you go there and col- lect th e o bject you have to le ave something else behind for the next person. Dro pspott ing is a pre tty cool way of in teracting with people who are totally outside your social radar. Because mobile phones a re such personal devices, the cus tomisation of your mobile also defin es y our individuality. Where it used to be cool to have the crazy frog ringtone it’s no w common place to exp ress yourself using your favouri te mp3. Likewise, your mobile wal lpaper i s another way of expressing your per- sonality. There are online shopping portals out t he re that ar e the Threa dle ss for rin gt ones and mobile wallpapers. They offe r us er gene rat ed downl oads for you r phone, much different to those ter- rible TV ads offering mobile games, ringtones, etc... Hopefully we don’t ever have to hear the f&*king c razy frog ringtone/mp3/viral/music video ever again. Sta tus upd at es is one of t he coolest th ings about Faceboo k. I love waking up in the morni ng t o my p hone’ s alarm, grabbin g my mobile and browsi ng people ’s sta - tus updates. It makes me feel con- nected to people and wh at t hey’re doing without having to deal with a two-way d ialogue. Status up dates are on e o f th ose things tha t re ally Brian Shaler - prolific ‘twitterer’ define your personal br and online. A friend of mine considers them an ar tform: “Er ik is st and ing the re with his purple hair and his alcho- pops, giving it a ll that”. He doesn’t have purple hair and h ates a lcho- pops so i t makes i t n on-sensical. However, people wa it with baited breath to see what he writes every- day. The status update is a form of micro-blogging, something th at I think was born out o f the perso n- alised message system f rom MSN but done brilli antly w ith twit ter . Twitter lets you tell everyone what you’re up to, but it also lets you add links, pos t vi a mobi le an d now there’s even Viddler, a vide o ve r- sion. Twitter’s a way of broadcast- ing thoughts, i deas and no tes to your subs cribers, it ’s ba sically a micro-blog, a fast way of spreading your digital self online. Fa cebook does it well, Twitter does it best. For me Twitter took a backseat once I became a Fac ebook j unk ie becau se I didn’t really see the power in w hat Twitt er was doing. It wasn’t until I subscribed to prol ifi c ‘twi tterer ’ @br ianshal er (4000+ followers and growing) that I realised that twit- ter was mor e than a “what a re y ou doing?” app and that twitterers like @brianshaler use it for things like organising get-togethers or tracking down other twitterers. I follow a couple of twitterers and get the ir updates on m y ph one . My girl friend hates me when I go to bed without putting my ph one on silent a s @brianshaler liv es in th e US and is a media junkie (to put it mi ldly). I start getting messages around 4am usually one every hour but if he goes t o a confere nce he goes mad and posts twitters 24/7. It sounds crazy but it keeps up to date with where twitter is heading. Video is an obvious wa y to build your personal brand onl ine. People like Dax Flame and Community Channel have used it to successfully have followings of around 300,000. These subscriber bases have almost become a commodity in the ba ttle to be the most successful video por- tal. People whose brands have been built up ove r time have be en encouraged to try to port their users ove r to ot he r vid eo por tals for money per view or subscriber they bring on. It’s interesting that a per- sonal brand is worth money. In some cases that money value is huge: Tila Tequila f rom myspace, Chris Cro cke r o f ‘Leave Britne y alone!’ fame and Tay Zonday of Chocolate Rain fame have all made money on their personalities that all started with a digital platform. People build their digital personal- ities by interacting with others and creati ng c onte nt online. I’m no psych expert but separating peo- ple’s interactions into basic social spheres, i .e. p ublic, social , close, personal and p rivate you can see how these categorise online interac- tions. Social networking giants like Youtube and Myspa ce span all social sphe res. Online shopping portals like Threadle ss and Ets y cater to the personal desire to be an individual. Facebook covers select groups becau se it’s invite only. Twitter lets you broadcast to who- ever’s willing to listen and mobile is the most personal of devices but will be the way all social spheres wi ll be connected in the future. When we look a t how advertising can even begin to reall y affect or attract people who use digital media like this on a daily basis I think my man Spear puts it bes t: “it’s not about finding them, there’s untold research… i t’s not a bout interrupt- ing them, we’ve learnt that a while ago… it’s about c reating content, tools and resources that they will seek out, use and build upon.” Twitter@bboybri 8 CAM PA I GN B RIE F MAY /JUN E 2 008
July August 2008
March April 2008