JuicyInfo

This guy needs little introduction. In this TED talk, Seth Godin talks about why we should be creating movements through tribes. He points out that we are experiencing a sizeable shift in how ideas are created, highlighting that today, change is not created through money or power, but by the leadership of tribes. By using compelling stories and ideas to connect 'true believers' within different tribes, he believes it is possible to create significant movements and change within society. It's fascinating stuff, but 17 minutes long, so go grab a cuppa and indulge yourself :)

Youth travel

I'm working on a great project right now all about youth travel. Of course, travel and tourism really does have its work cut out at the moment doesn't it. Not only a global recession to contend with, but also a global pandemic in the form of swine flu. I think that subject is being well-covered pretty much everywhere, so i won't dwell on that.

On my research travels, I came across this rather fascinating document from The Lonely Planet. It's very topical, looking at how consumers are embracing social communities, with a great comparison of how brands stack up in their approach. There's also some insight into how communities are feeding into the editorial process. I particularly like this stat: "In 2007, The Lonely Planet had feedback from 13,500 travelers, which, in turn, created over 30,000 useful bits of information. Pretty impressive.

If you're into social media and communities, it's definitely worth a read. Perfect for the bank holiday weekend.

Travel and Social Media. The Lonely Planet Story

View more presentations from opaline.

Twitter - a voyage of discovery

Twitter with its 10 million users has been a hot agenda in the media, as the rate of adoption has gone through the roof. Awareness of the microblogging service has undoubtedly reached the masses, but understanding what it does, how it works - from a consumer or business perspective - is perhaps less understood, unless you get stuck in. 

I was giving a few friends the Twitter overview recently and realised it wasn't the easiest thing to explain. After much conversation about RT's, follow friday and other Twitter language, I advised my friends just to get stuck in and have a play, which is basically what I did back in December.

Twitter is not hard to use, it's very simple to set up. It's more of the why?, what do I get from it?, that requires some sort of explanation. Although the many different platforms available (TweetDeck, Tweetie etc..) do also add a slice of complexity to the situation. Most brands would inject a considerable amount of investment into explaining how to use their service, but Twitter has thrived from doing the complete opposite.

In my mind, the beauty of Twitter is the discovery element. Not just connecting with like-minded individuals globally, sharing information, thoughts and learning new stuff, but using different applications and tools to create and enhance your own experience. It's nice not to be guided, to be told how to use something, but to have a variety of options and customise your own way to use Twitter. A great example of ceding control to the user in the most purest form. 

For those who want to know more about Twitter, there are a trillion websites out there covering it, but this visual representation by Applicant.com (full credit to Ritu) speaks volumes. It looks at how Twitter can be used from a business/brand perspective. Be interesting to see one from a consumer perspective if anyone knows of one?

When low-cost means zero value

Like many people this Easter weekend, I am jetting off to take advantage of the extra few days holiday. Not going far, only over to Northern Ireland (from London), so using the delights of low-cost air travel. 

Low-cost airlines used to be a lot more appealing as a mode of transport. In their hey-day back in the 1990's, they offered us a cheap and modern approach to travelling fast. But what has happened to them? OK, there were never really that many added extras, but compared to the competition - mostly rather dull, and pricey national airlines - they offered value. One fixed low price, plus some refreshing branding and little extras like 'real coffee.'  

Fast-forward to today, and they seem to have lost what value and charm they had. Traditional airlines have caught up on price. And little by little, costs have been going up. There are now extra costs for checking in at the airport, checking in hold baggage, and consequently prices really don't seem to be that low anymore. Ryanair even recently stated that it was considering charging for toilet use - a basic human need. Maslow would be turning in his grave. 

My point is, does it really have to be this way? Where is the entrepreneurial innovation and ideas we saw in the early days from Stelios & co. Perhaps the Easyjet's and Ryanairs should look again at their business models and think about what consumers really, really want. Low price, yes, but if there's no value then what's the point.

State-side, Jet Blue is doing wonders. Responding to the fragile economic climate by offering travellers low fares and a simple promise: 'Happy Jetting.' These guys are not removing value, they are actively building it. To quote just a few elements: they offer your first checked bag free, unlimited brand name snacks, plus TV and radio channels, and of course wrapped in some very cool branding and service. Jet Blue has been embracing social media for some time now, using it to learn about and respond to the needs of their consumers. On Twitter they have over 300,000 followers alone. In stark contrast, Ryanair is using it to fire out promotions. 

I realise the market is somewhat different in Europe than the US, longer distances and so forth, but Jet Blue proves that there is another way. This is the kind of approach we need in Europe - in my humble opinion. Wouldn't it be nice to get excited about short-haul travel again...

Would love to know people's thoughts and perspectives. Anyone know of any other low-cost airlines out there doing great stuff...?

Happy travels.

Consumer-preneurs

We’ve all heard the line…the consumer is in control now…consumers are more empowered and they are calling the shots. This remains true, but in the downturn, where there is so much uncertainty, some of this control has been taken out of their hands, especially as regards employment and finance. Consequently, they are channelling their energy into specific areas where they do have a greater degree of control. Here are some observations where they are asserting control:

- Reigning in expenditure: It goes without saying that this is a top priority. Consumers are flexing their muscle to find bargains and brands that offer real value. Many are exploiting the army of tools online to help them make better choices, compare prices, and seek cheaper options. New start-up, Hunch.com goes one step further by aiming to help consumers make better decisions. Effectively, it aims to enable consumers to "get as good a decision as if he/she had interviewed a group of knowledgeable people or done hours of careful research online." We're having a play, so we will let you know our experiences.

- Enhancing the wage packet: Whilst making cost-savings is a key part of the equation, consumers are also looking at ways to make extra money. TRENDWATCHING.com's latest briefing looking at SELLSUMERS embodies this trend. Reflecting a broader entrepreneurial mindset, there are a host of examples in this briefing highlighting where consumers can increase their weekly budget from sub-letting physical spaces, energy and turning hobbies into a product or service. One of our observations is consumers sub-letting cars in urban cities. In our local neighbourhood, where most people commute by train, sharing cars is not only cost-effective but greener. It takes the concept of Streetcar a step further.

- Slowing down in an era of change: Travel publisher Alastair Sawday observes a more conscious decision-making process. This applies to looking for cheaper options, as well as removing excess. He notes that whilst consumers are travelling less, there is a need to travel better. In terms of food, eating less, but eating better. And in an age where excessive consumerism is being frowned upon, to consume less and recycle.

In February, The National Trust announced it would be creating over 1,000 allotments from its land, as more consumers look for a cost-effective, and also a greener solution to obtaining organic and locally-produced vegetables. London is also pushing the 'slow down' message as part of its Slow Down London campaign. It offers consumers a week of free entertainment to help them relax and be calmer in an era of so much change. The campaign runs from April 24th to 4th May 2009. 

- Transparency & social responsibility: Although premium products, such as organics and green options may be too expensive for some right now, there is still expectancy over transparency and honesty. The requirement to know the story behind how products are made and companies operate remains important, no matter what pricing is attached to the brand. Major UK retailer, Sainsbury's Basic private label range has pushed the message that 'low price, does not mean low quality,' explaining on pack how they manage to keep their price lower. Together with promotional campaigns, this approach has been used to boost sales of the range by 60%.

The business of social media

In March, Mashable.com ran a poll on whether social media could be deemed an industry in itself. Of the 921 that voted - at last glance - a high majority (67%) stated that social media was already an industry in its own right. Another 20% said it wasn’t yet but it would be one eventually, and 13% disagreed that it was not an industry. It's an interesting piece and the dialogue in the comments section is well worth a read, representing all corners of the argument.

However we choose to categorise social media, there's no denying it is an important field in its own right, developing fast, and transforming the way people, brands and businesses communicate with each other. Here are some stats to put this into context:

Reach: Numerous studies have been conducted, with some 5,000 alone on Slideshare under 'social media.' To use a few stats from Nielsen Online, member communities (social networks and blogs) had a global active reach of 67% in December 2008, up five percentage points on the previous year. 30% of the world's Internet population are now on Facebook, whilst take-up by older age groups signals mainstream appeal.

Revenue: One of the big question marks around social media is the advertising revenue, which still remains relatively low in comparison to the audience reach. It is no secret that these types of media platforms are still trying to work out the best ways to integrate advertising, although some, like MySpace, appear to be making headway. The fact remains that even in a recession, social media remains a growth area where more marketers are investing. Some of the latest stats from eMarketer put global spend on social networking at reaching $2.4 billion globally in 2009, up 17% on last year. This is still pocket money compared to major media, but by no means insignificant. Forrester's review also finds that social media spend by interactive marketers is set to continue its ascent, albeit at slower growth rates than in recent years.

Events: There is a vast array of social media events around the world. Mashable.com does a great round-up on a weekly basis, but this calendar from Susan Mernit also gives you a good list by month.

Social media analysts/press: Social media and digital content is without doubt a hot topic for traditional trade marketing and media titles. There are also a host of digital media websites and blogs that have cornered the space, providing social media mavens with a seemingly unlimited about of content and advice. There's no five day working week for the likes of Mashable, Venturebeat or All Things D, these guys are on the case 24/7. 

Social media professionals: There are no shortage of social media entrepreneurs, analysts and strategists reading and waiting to help brands, and the list of jobs is growing. Leading by example, social media gurus are serial bloggers, constantly posting blogs and Twittering 24/7, to keep their community of followers updated. On the client-side, Brandweek recently ran an article highlighting companies that are deeply entrenched in social media. Some are building in-house teams, although it wasn't always just about putting ownership into a silo team. Dell, for example, has a team of 40 conducting social media marketing, whilst Coca-Cola stretches this task across its organisation.

The age of entrepreneurs

Web-preneurs, social media entrepreneurs, open entrepreneurs, serial entrepreneurs....These are just a few of the titles I have observed on Twitter, the ever popular and fast-growing microblogging tool. The overall job market may be contracting, but the ability for individuals to create their own brand and set up shop is easier and more accessible than it has ever been, spawning a new generation of micro businesses.

Broadly, there are a few macro-drivers underpinning this shift: falling cost of technology; the proliferation of free open-source applications; availability of cheaper digital data storage (cloud computing); cultural shifts in working life (at home/on-the-go/virtual); and the push by legal/political entities. 

Rising levels of unemployment is also playing a key role. Some consumers are taking greater control of their lives, and those that are losing their jobs are taking the opportunity to go solo, rather than try to rejoin the employed sector. Richard Branson was recently quoted saying that these new entrepreneurs will play a significant role in taking economies through the recession. Mark Penn, author of Microtrends: The Small Forces Behind Tomorrow's Big Changes, talks about how an 'increasingly independent-minded population,' are playing a key role in creating new markets, and are able to have a major impact on society.      

Social media is acting as a major catalyst for entrepreneurial activity. Adoption is growing at a pace, particularly among small businesses. In the UK, a survey of 500 small businesses by O2 found that one-fifth is using Twitter for marketing, networking and customer service, saving on costs in the process. Separate research by Michael Stelzner in the US, finds that businesses with 2-100 employees are the most experienced when it comes to social media, over one-quarter having embraced it for years.

Changing media

MediaGuardian's changing media summit in March brought together professionals from across the media, publishing and broadcast spectrum. There was a prestigious line-up, including Minister of Education Lord Stephen Carter, Google’s brand new MD, Rafat Ali from Paid Content, Emily Bell at the Guardian, plus a host of others, discussing challenges and ideas on how to navigate through these difficult times. The recession and the fallout of advertising revenue has hit media hard, but structurally, this industry has been under pressure for a good few years. Producing great content may well still be the foundation on which the media industry rests its laurels, but it was clear this is far from enough to survive. 

Here are a few sound bytes: 

- Innovate to monetise the business: The difficulty of charging consumers for content online is keenly felt amid a climate where ad revenues have been plummeting. Innovation in the business model is now critical to ensure survival. Online video and mobile were both heralded as being keys to future success.

- The lucky ones: Wall Street Journal, FT.com for having a solid subscription business stream (thanks to niche content) and the likes of The Guardian and BBC for having the backing of trusts and public sector funding.

- Innovators: NYTimes, The Guardian. Both have taken an open approach, enabling API's to be created using their content. Despite, the tough situation in which the NYTimes finds itself, this brand is ahead of its class in terms of multimedia developments.

- 'Open out' and 'open in': There was a great presentation from Matt McAlister at The Guardian, highlighting that media companies must 'open out' as well as 'open in.' In terms of 'opening out,' content companies need to increase their reach on other platforms, networks and websites, to be heard amongst the sheer volume of content. The 'opening in' broadly refers to adopting a more collaborative approach, whereby external partners are brought in, to help the company explore new avenues.

Google launches 'Survival of the Fastest' B2B channel on YouTube

Google's new video business blog on its own YouTube platform provides a useful tool in an engaging format. The video content features experts from a number of business disciplines, including Ogilvy's Rory Sutherland, Boris Johnson, IAB and London Business School.

Last month, Google joined forces with WPP to fund new research in the digital realm. As reported by the Wall Street Journal in this article, it includes a number of studies, using Harvard Business School, among others. Google already works as a consultant to advertisers, so this takes that relationship a step further. In addition, it showcases the ways in which businesses may also leverage YouTube from a B2B angle.  

Functions covered include Marketing, eCommerce and Finance & General Management. There are also themed videos around speed, agility and consumer insights. Altogether, a useful tool for businesses in  turbulent times. 

SXSWi 2009 event sketchnotes

If like me you weren't able to make it to the SXSW digital/interactive event over in Texas this month, there's a more engaging way of digesting what was said and done. Check out these drawings from Mike Rohde on Flickr. Advance warning: there are 70+ drawings.