Are you one of the thousands of people around the world in the past couple of days who created your “A look back” Facebook movie? Did it make you cry? Or maybe laugh at your wacky life?
The videos were a new feature available to Facebook users developed to celebrate the social network’s 10th anniversary. The program uses photos and activity from your Facebook feed to create a one-minute movie, accompanied by music that gets you emotionally involved.
But this wasn’t just for fun. The movies are examples of a clever contemporary technique used by marketers to build loyalty for declining brands.
As advertising opportunities for businesses become more fragmented, enhanced and accelerated by the Internet, businesses are looking for more creative ways to get their brands into the minds of their target markets.
With this in mind, on Wednesday, Spotify – the Swedish music streaming service that gives subscribers who pay with cash, or by listening to ads, access to a huge amount of music from major and independent record labels – unveiled a global partnership with Coca-Cola. The soft drink behemoth will curate content and music for Spotify members, and according to Coke, “takes advantage of the existing Spotify relationship with Facebook and the Coca-Cola Facebook audience of over 40 million fans to create a social experience that will reach millions of interconnected consumers around the world.”
The executive director of the venerable New York Times has come out fighting against Facebook and other social media.
Bill Keller has joined the conga line of commentators decrying the end of friendships and knowledge as we know it by arguing that much of the interaction on social media sites is “reductive and redundant”.
In an article in his paper, he suggested that “basically we are outsourcing our brains to the cloud.” Keller seeks to embolden his argument by quoting a conversation with writer Joshua Foer who told him that “This is the story of the next half-century, as we become effectively cyborgs.”
Lots, but there are some very scary similarities.
Okay, I’m not really qualified to write about flu epidemics, but the increased incidence of swine flu reports, made me return to an article that I read a little while ago.