Category Archives: Social Media

Australian Design Radio

Some of the best ideas are blatantly obvious. For example this one: ‘Let’s do an interview podcast with the Australian design scene, because it doesn’t exist yet”. But how many good ideas never get made? Too many. Luckily Flyn Tracy and Matt Leach (whose day jobs include leading Sydney’s Tractor Design School) were undeterred and are now introducing Australian Design Radio to our earbuds.

Matt Leach and Flyn Tracy

ADR creator Matt Leach and Flyn Tracy

And as their latest interviewee, yours truly got an opportunity to talk about design, creative technology and mentorships. Some top questions from Jason Little and the listeners were addressed as well.  Click through to listen to my chat with Matt & Flyn here:

https://australiandesignradio.simplecast.fm/6

Australian Design Radio Episode 6

Australian Design Radio Episode 6 with myself

When Australian Design Radio launched less than a month ago, it took off like a naughty pic on Snapchat. Shooting to more than a 1,000 listeners per episode, it already features on Apple’s coveted New & Noteworthy iTunes page.

ADR recommended on iTunes

ADR recommended on iTunes

Creative luminaries interviewed so far were Jason Little (ex Re & Landor, now For The People), Kevin Finn (DesigNerd, Open Manifesto & The Sum Of, ex-Saatchi), Frankie Ratford (The Design Kids), Matt Stott (Common, ex-Attik) and Chris Doyle (own studio, ex-Interbrand).

Matt Leach, Flyn Tracy and Tim Buesing

Matt, Flyn and I in the (increasingly warm) ADR podcast studio

The interview itself was hugely enjoyable, because Matt and Flyn are top blokes and cultural connectors-par-excellence. I am sure the podcast will greatly increase their reputation. In addition to just having a chat with about our views on design, I was able to reflect on the reasons for my creative approach and past choices of clients and projects.

So let the guys know what you think of Australian Design Radio and subscribe to the whole series on iTunes. Lots of high calibre creatives are already lining up to go ‘On Air’ with Matt and Flyn for ‘ADR – Season 2’.

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Blind to Homelessness? Make Them Visible!

Carl Panzcak and his crew at Reactive NYC created this gem of a charity campaign together with Silver+Partners and Smuggler. It is a social experiment and campaign for making homelessness a more visible problem. Great work by our fellow team in New York, made me quite teary actually…

Check out Reactive’s work on http://www.makethemvisible.com where you can find some beautiful portraits of real homeless people in New York. And donate to help.

rescue-misson-pic3-fefc74e7-b6b3-4fb2-a196-35db13f4935c-0-400x943

You can also read a couple of write ups on Creativity Online, Fast Company, Huffington Post and our own Reactive blog

mike akossou charles

This project initially began through our trip to the IAB Mixx Awards in New York with The Most Powerful Arm. As part of being over there, we hosted ‘Tomorrow Evening’, an event with the Reactive NYC crew where we presented our work and thinking. This event in turn created a personal connection to indie agency Silver + Partners which led to ‘Make Them Visible‘. I think it goes to show that you can’t quite know what will come out of hosting creative events. Except that you’ll always make a few interesting connections.

tomorrowevening

Agency: Silver + Partners
Production Company: Smuggler
Editing: Now Corporation
Audio House: Sound Lounge
Finishing/Titles: Suspect
Music: JSM 
Website: Reactive

Content Marketing for WeightWatchers

Among our latest work at Reactive is fresh content marketing for WeightWatchers.

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Understanding weight issues and weight loss as well as making healthier choices in your life has become a critical issue for Australians. By many statistics we rank as one the heaviest nations in the world. And that is tons away from our self-perceived ‘beach-bronzed surfer chicks and dudes’ ideal. Check out the various exercise tips, recipes and psychological advice in the University of Incredible or as a series of presentations on the WeightWatchers Slideshare account.

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YouTube videos and live events like Google Hangouts and Twitter chats with WeightWatchers experts complement the offering.

6 in 6 - sneaky workouts at work-1 Why Stress Is Like A Ninja_16x9-22 Why Stress Is Like A Ninja_16x9-08 Flatter your figure-01 WWS036 - Awaken the Incredible You in Minutes_v015 Daily Distractions & Sneaky Saboteurs_v57 WWS036 - Breakfasts Not Borefests_v0216 WWS036 - Breakfasts Not Borefests_v024

Buzzfeed opens in Australia

Social content publisher Buzzfeed opens in Australia. Their new office with 3 writing staff will be creating content for and from Down Under. Which is good news for your social publishing ambitions.  Check their site if you aren’t familiar yet:
http://www.buzzfeed.com . They also do serious politics coverage (like e.g. Vice does as well) and places where they opened earlier, like the UK, have noticed this branching out from pure social and entertainment:
http://blogs.spectator.co.uk/coffeehouse/2014/01/politics-for-the-buzzfeed-generation/

Will have to correct the numbers below, as I am just writing this from memory. They rack up 2-3 million unique browsers in AU already and went from 2 to 10 million uniques and 22 writers in the UK in last year.

buzzfed2

Keith Hernandez from BuzzFeed, spoke at our Creative Social Sydney  (http://creativesocialblog.com) last night. Many thanks to Aaron Michie and ZenithOptimedia for putting it on. Here are my main take outs:

  • They measure  in ClickThroughRates, engagement (shares, comments, likes) and sentiment (positive, negative). I am sure there are deeper metrics to be analysed and potential actions you would like users to take (beyond reading and sharing)
  • Agencies like 1 Trick Pony, Barbarian Group or Mother are now training and employing brand copywriters to write specifically for places like Buzzfeed, tumblr etc.
  • Their stories derive their shareability from positivity, identity, the moment and (naturally) humour
  • Traffic from LinkedIn is rising (as LI is  aiming to raise their stickiness/return rates)
  • When brands go real-time content , they have been building and practicing (like Oreos) for a year (get brand right, approval processes in place, change culture)
  • When they covered the Grammys, it felt like a Saturday Night Live ‘writers pitch’ room
  • Brands should have a narrative arch over the whole year: VW for example turned the ‘Be Happy’ campaign motto into a SuperBowl ‘Let’s celebrate the loser city’ idea
  • And lastly: Our biggest competitor is ‘having a life’, the great outdoors – (originally said by the CEO of Reddit on a panel with Buzzfeed)

buzzfeed

Additionally there is a (sold out) IAB event this Friday featuring  Andy Wiedlin, Buzzfeed’s Chief Revenue Officer. Some of our discussion afterwards revolved around the role of an agency in the process, how BuzzFeed’s Top10-lists and quizzes might evolve creatively, the culture you need to build for such a quick publishing model and how ‘Native Advertising’ has become the new ‘viral’ – most don’t quite know what it tis, but everyone wants it in their marketing mix.

Australian Open Social Shack

One of Melbourne’s prime sporting events, the ‘Australian Open’ is closing on a great two weeks of tennis with their finals. Stars like Rafael Nadal, Roger Federer, Serena Williams and Li Na battled on the courts, and their fans are constantly connecting with them and amongst each other via social media, especially with the help of Twitter and the official hashtag #AusOpen.

Here’s Reactive’s Australian Open Social Shack, which is all about bringing fans and players together through social media. Check out Twitter’s global blog post on the project here.

hash check in inside2 inside outside

Below outlines each of the concepts displayed across the screens:

Tug of War – Fans could engage with the display by hashtagging their favourite player to influence the game of tug of war. Two players go head-to-head and only win by having the higher number of hashtags associated to them. Each player had multiple hashtags associated to their profile to ensure  variations of their name, e.g. #teamwilliams were captured.

Social Cheer – This idea uses live data from IBM to display graphical social ‘cheer’ throughout a match. Player vs. player would be set up for live matches and based on the social chatter for each player the graph would grow or decline. The intelligence of IBM’s data was also used by pulling through content on fastest serves, longest rally and other stats.

Social Leaderboard – This application uses multi-screen takeovers and runs through a series of leader boards based on players social media accounts.  Tracking the most followed players, who tweets and instagrams the most.

Player Profiles – Fans can see an animated feed of players which displayed all their social media accounts.

KIA’s Greatest Fan – Built upon the user journey through the Social Shack, the first two screen are displaying a feed of photos taken in the KIA media booth. Once having their photo taken the fans would move through to the Social Shack where they could view their photo on the big screen and then engage with the above  concepts.

Lastly, a giant check-in button helps track the number of visitors to the Social Shack. An iPad app  ticked over every time its button was pressed. The 3D #AUSOPEN sign, commissioned by Tennis Australia, sits out the front of the Social Shack and is a perfect and very popular photo opportunity.

My blog year of 2013 in review

The WordPress.com stats helper monkeys prepared a 2013 annual report for my blog. And weirdly enough, me writing about pop music (which was a complete one off) drew the most interest. Maybe time to switch direction for this blog?

Here’s an excerpt:

A New York City subway train holds 1,200 people. This blog was viewed about 7,200 times in 2013. If it were a NYC subway train, it would take about 6 trips to carry that many people.

Click here to see the complete report.

6 Days with Baz Luhrmann

If you had 6 days with Baz Luhrman, would you try to shoot a science fiction film? I am totally in favour of brands supporting independent film making. As did Samsung with their “The Shoot” project.

Screen Shot 2013-10-29 at 3.02.04 PM

I would have loved to have access to this sort of knowledge and support when I was fumbling through my student film class. I am just wondering if a less ambitious plot than an existential mars colony drama would have been easier to produce and created a better result. But probably I am just grumpy that I produced much worse films back in my fine arts school days…