October 2012

The Brandsphere Infographic: Looking Beyond Paid, Earned, Owned Media

Introducing The Brandsphere

Social networks and channels present brands with a broad array of media opportunities to engage customers and those who influence them. Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story can connect with customers differently across each medium, creating a deeper, more enriching experience. Transmedia storytelling doesn’t follow the traditional rules of publishing; it caters to customers where they connect and folds them into the narrative. In any given network, brands can invest in digital assets that span five media landscapes:

1. Paid: Digital advertising, banners, adwords, overlays

2. Owned: Created assets, custom content

3. Earned: Brand-related conversations and user-generated content

4: Promoted: in-stream or social paid promotions vehicles (e.g. Twitter’s Promoted products and Facebook’s Sponsored Stories)

5. Shared: Open platforms or communities where customers co-create and collaborate with brands. (e.g. Dell’s IdeaStorm and Starbuck’s MyStarbucksIdea.)

Any combination of the five media strategies defines a new Brandsphere where organizations can capture attention, steer online experiences, spark conversations and word of mouth can help customers address challenges or create new opportunities. Each media channel connects differently with people and thus requires a dedicated approach integrating tangible and intangible value. Doing so ensures a critical path for social media content: relevance, reach and resonance.

More: http://www.briansolis.com/2011/08/new-inforgraphic-the-brandsphere-by-brian-solis-and-jess3/


The Warships of Silicon Valley [wired]

The giants of the technology world — Google, Amazon, Apple, Facebook, and Microsoft — are locked in a host of epic struggles. Amazon is battling with Apple for a share of the e-book market — a conflict that is emptying the coffers of already struggling publishing houses. Meanwhile, Apple and Microsoft have filed patent-infringement suits against mobile firms that run Google’s Android operating system. To best each other, the five companies also fight proxy wars over everything from GPS maps to book distribution, leaving a trail of defunct startups in their wake. In 2011, for instance, Google acquired 79 companies, only to shut down most of them and put their talent to work on other projects. Here’s a handy map for keeping track of all the strategic battles for people, ownership, and market share being waged across Silicon Valley today. http://www.wired.com/business/2012/10/st_digitalworld/?cid=co4193794

Acoustic Barcodes: Passive, Durable and Inexpensive Notched Identification Tags (UIST 2012)

Chris Harrison, a PhD candidate in the Human-Computer Interaction Institute at Carnegie Mellon University, has created Acoustic Barcodes, an inexpensive and effective way to attach a binary ID to almost any surface. Using a simple contact mic, the system reads the audible waveform given off when an object — like a fingernail, card, or phone — runs across the notches that make up the unique barcodes. As demonstrated in the video below, Acoustic Barcodes can be built into store window displays to provide product information or can be used to initiate file syncing with your smartphone by dragging the device across a coded surface. Acoustic Barcodes can be applied to a number of materials, ranging from wood and metal to glass and stone, although we prefer to not slide our phones against any rigid surface if at all possible. While the barcodes may not be completely useful for most people, it can potentially be used alongside other tactile technologies like Braille to assist those who are vision impaired.

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