Everyone loves Lego – except of course when you tread on a brick with your bare feet or cannot see the living room floor for brightly coloured ‘creations’. So it is a bit of a surprise that we’re only just seeing the first full-length Lego movie (imaginatively titled The Lego Movie) hitting UK cinemas now. We’ve already had short Lego films, pastiches of other films (my personal favourite is the Camelot song from Monty Python’s Quest for the Holy Grail) and innumerable video games.
As a parent of Lego-age children I’m sure I’ll be visiting the cinema to see it this half term, but what has really impressed me is the marketing around the film. As well as the traditional online, cinema and print ads, Warner Brothers have looked further afield. For example, the whole of one ad break in Dancing on Ice was made up of traditional adverts, re-shot entirely using Lego characters and bricks. From BT to Travelodge, it didn’t really matter how good the original ads were – the Lego ones were a whole lot better.
It didn’t end there – the Culture Show ran a special programme on the impact of Lego on architecture and even David Beckham got in on the act, claiming that building with the stuff calms him down and that he’d just finished a 1,000 brick model of Tower Bridge. VIP tickets for David and his kids must be in the post. At one point I even expected a Lego character to turn up as Top Gear’s Star in a Reasonably Priced Car (or the Stig to remove his helmet to reveal a yellow, brick-like face.)
And this has been backed up by a very active social media strategy, dating back a number of months. This sends you to a website where you can create your own mini figure which you can turn into a poster, icon or wallpaper.
Of course, Lego the Movie (and indeed the overall brand) has a big advantage over a lot of its competitors. It is intrinsically linked to pretty much everyone’s childhoods, and the urge to create is something that most of us don’t grow out of. However the company has used its strengths and extended itself very naturally to the film and online spaces (witness its CUUSOO site where the community votes on potential new models). Consequently people have flocked to the movie and a sequel is already in the works.
We can’t all have the brand power of Lego, but brand marketers and startups alike can learn a lot from how the company operates. It is open, friendly and inclusive, great at customer service and most importantly, doesn’t rest on its laurels. There is always new stuff coming out – from electronics-based Mindstorms to more traditional models. Children and adults love the Lego experience and have an emotional connection with the brand that grows over time. You don’t really grow out of it. Look at your own company – how can you build your own little bit of Lego into the DNA? Minus the painful standing on a brick, obviously.
February 12, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | Brickfilm, Creativity, Dancing on Ice, David Beckham, Lego, Lego Cuusoo, Lego minifigure, Lego Movie, marketing, Tower Bridge, Warner Bros | Leave a comment
This month Facebook celebrates its tenth birthday, having come a long way from Mark Zuckerberg’s Harvard dorm room in 2004. Hitting 1.23 billion active users and 2013 revenues of $7.87bn points to an astonishing growth in just a decade – though several researchers have tried to spoil the party by pointing out that teenagers have been deserting the social network in favour of cooler locations such as WhatsApp and SnapChat. On the flipside there’s been an 80% growth in those over 55 joining up – and from an advertiser’s point of view, which is the demographic with most money?
As the parent of a ten year old, albeit one that hasn’t delivered any revenues yet, it is amazing to see the impact that the social network has brought, not just online, but to the world around us. This is particularly true when it comes to marketing – ten years ago digital marketing essentially meant creating a website, SEO or sending out emails, rather than the relatively sophisticated profiling that is now possible through Facebook.
So here’s my top ten things that Facebook has changed:
1 Our language has evolved
Ten years ago we liked things. Now we Like them, and friend and unfriend people in the real world, as well as online. Poking publically is still frowned upon though. The language of Facebook has added and amended written and spoken English, and made it into the Oxford English Dictionary.
2 Marketers have traded control for access
If you told a marketer ten years ago that they’d move from investing their budget in their own websites to fitting their content inside the constraints of a presence on a third party network they’d have laughed at you. But essentially that is what Facebook has done – consumer marketers feel they have to follow their target audiences onto the site and interact with them, if they are to drive engagement.
3 Consumers are now in charge
The relationship between companies and consumers used to be one way and top down. The very word consumer conjured up a vision of passive purchasers lapping up whatever was marketed to them without complaint. Social networks have turned this on its head. Got a complaint? Disagree with what a company is doing? Facebook (and, of course, Twitter) provides you with a megaphone for your comments and can reach a global audience within seconds. Brands no longer have total control – as my ex-colleagues Steve Earl and Stephen Waddington have pointed out we’re now in an era of #brandvandals, that have the means and inclination to undermine corporate reputations overnight.
4 Everything happens faster
This isn’t just because I’m old, but we’ve moved from 24 hour rolling news to second by second and minute by minute activity. Move away from your computer for a tea break and you’ll be behind the curve and out of the loop. The constant need to update your status, post what you are doing and react to other people doing the same does give immediate insight, but is it at the expense of longer term perspective?
5 You cast a longer digital shadow
Ten years ago there wouldn’t be much information available online on most people. Now people live on Facebook, sharing their most intimate moments without a second thought. But unlike the offline world, this information doesn’t disappear but remains available forever. So be careful what you post as a teenager, as it may come back to haunt you when you’re Prime Minister
6 News has changed
How we consume news – and how it is collected and disseminated – has evolved beyond all recognition. Facebook profiles are the first place that journalists look for information or reaction to events. Much of our news is shared or recommended by friends rather than genuinely found through our own efforts. Consequently bite-size stories have risen up the agenda, along with a focus on cute kittens and addictive but unprovable gossip.
7 Distance is less important
It used to be that your closest friends were those you saw every day, even if the main thing you had in common was location. But now you can hang out with people you share interests with, wherever they are scattered across the globe. For many people the main focus of their social lives is Facebook, not the telephone or face to face communication any more.
8 Celebrity hasn’t gone away
Social media has allowed celebrities, from the Queen to Justin Bieber, to share their lives and build a direct relationship with an audience, unconstrained by the press. But this comes as a price – you need to actually talk to your fans and engage, rather than shutting yourself away, surrounded by minders.
9 We’re more open
Perhaps too open judging by what many people post. But the stereotype of shy and retiring, emotionally awkward Britons has been completely destroyed by the advent of Facebook. There’s no limit to what people think is shareable or that they believe their friends will find interesting………….
10 We’re beginning to grow up
Our attitude to how our private data is mined and used is changing. When Facebook began, few were bothered about what happened to their personal information – but that has changed as we’ve grown savvier about what it is worth. The next decade will see a fascinating struggle between Facebook (and marketers) and users, as each side tries to shift the needle on privacy.
February 5, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | #brandvandals, Facebook, Justin Bieber, Mark Zuckerberg, Oxford English Dictionary, social media, Social network, The Queen, twitter, WhatsApp | Leave a comment
This is not a good time for the paranoid to be on the internet. In the wake of the first set of revelations from Edward Snowden, more is emerging about the extent of online eavesdropping by the security services on both sides of the Atlantic. According to Snowden British intelligence agency GCHQ showed off the ability to monitor YouTube video views, Facebook ‘likes’ and Blogger visits in real-time to its US colleagues back in 2012. The programme, named Squeaky Dolphin, even had its own logo (though looking at the design, I don’t think the spies should give up their day jobs quite yet).
Even worse, spooks have been accessing smartphone data while people play Angry Birds, enabling them to get hold of user’s personal information. Presumably the game was picked due to its global popularity, rather than being a cunning ruse by GCHQ and the NSA to enable staffs to play it during work time.
And in an unrelated story, a security company has found an internet-enabled fridge that has been hacked and is now sending spam. This is particularly worrying given the rise of the Internet of Things, with more and more devices and appliances around us connected to the web. Essentially each of these is a small, but powerful computer, often without the same level of security and protection than you see on a PC or tablet. Being able to hijack a fridge is one thing, but as the Internet of Things spreads, more sinister opportunities arise – remotely controlling smart cars or switching on and off hundreds of air conditioners to bring down a power grid are all possibilities.
Taking these stories together leads to two concerns in my mind. Firstly, internet privacy. I think most people understand the need to collect information on identified threats to public safety, provided due legal process has been followed. What Snowden seems to have uncovered is technological spying that has gone mad – exactly what you’d expect if you put a large bunch of very intelligent geeks in a room, give them all the resources they need and exonerate them from any qualms of conscience by saying it is in the national interest. So what happens to information that is found online that is not linked to terrorism but minor, non-criminal misdemeanours? GPS data that shows an MP was with his mistress when he should have been elsewhere or evidence of unsavoury (but not illegal) internet activities for example. The nature of technology means this information is unlikely to disappear, but will sit on servers somewhere, with no guarantee that it won’t be pulled out in the future.
Secondly, security concerns have the ability to derail the Internet of Things. As Google’s recent purchase of Nest shows, market momentum is increasing. But if people add the worry of security issues to privacy concerns they are less likely to embrace the opportunities that the Internet of Things offers when it comes to increased efficiency and energy saving. After all, I don’t want GCHQ to know what’s in my fridge – or burglars to know when I’m away on holiday.
There’s been a lot of talk from politicians about reining in the security services and that needs to be formalised to reassure the law-abiding – instead of enabling spying, the tech industry should be focusing its intelligence on improving the actual security of the devices and applications that control our lives.
January 29, 2014 Posted by Chris Measures | Marketing, Social Media, Uncategorized | Android, Angry Birds, Apple, Edward Snowden, GCHQ, Google, Government Communications Headquarters, Internet of Things, National Security Agency, NSA, United States, YouTube | Leave a comment
People are still coming to terms with the lack of privacy that social media and the online world have brought. Some are happy with the fact that ‘privacy is no longer the social norm’ (to quote Mark Zuckerberg). However for many more of us the fact that our every online move is tracked (whether by large companies or the NSA) is a big worry. But at the moment, the usefulness of free online services, such as search and social media, outweigh the intrusion. After all, it is confined to the virtual world and provided you don’t do anything stupid, like give out your house number on Facebook, you can keep your real life separate from the web.
But the shrinking size of cameras, and the forthcoming launch of Google Glass, promise to merge the offline and online worlds like never before. Whether deliberately or by accident you can photograph and share images, video and audio in real time, without the knowledge of those around you. Combining this with the vast store of digital information on the web enables people and places to be easily identified, tagged and shared. So far Google Glass has privacy safeguards built in – it bans facial recognition apps and requires either a voice command or tapping the top of the glasses to take a photo. However given that there is already a hack to take photos by winking, I can see developers getting round this all too easily.
Should we be scared? The normal argument trotted out by those in favour of increased surveillance is that only the guilty or those with something to hide should be worried. And obviously the ability for the police to identify criminals and terrorists is a major positive of ubiquitous cameras. But what about the person who happens to be snapped where he or she isn’t expected to be – on their way back from a secret rendezvous with a lover, or a job interview that they don’t want their existing employer to know about? The difference between official surveillance, where access to the pictures is tightly controlled, and the world of personal photo sharing, is that everyone can see everything, without safeguards to limit access. There’s already issues with unauthorised photos taken upskirt or down blouse by low lifes with camera phones. Add in facial recognition to these, enabling the victims to be identified, and it makes the whole practice much more sinister.
For me the even more disturbing thought is what businesses can do with this data. Advertisers already have access to your location, your past browsing history and what you have previously bought. Add in what you are looking at, and your reaction to it, and it gives a 360 degree view of your behaviour. Spend five minutes idly staring at a poster at a bus stop? Look at a pair of jeans in a shop window? Expect it to be noted and used to sell to you.
Don’t get me wrong, the proliferation of personal cameras can be a good thing. They can be used to provide information on the world around us – want to know what that plant is or what bird is singing nearby? Google Glass can help. They benefit dementia patients, enabling them to fill in the gaps in their worsening memory. Personal cameras provide a tamper-proof record of conversations that can prevent litigation against doctors, couriers or the police. But in my opinion, the negatives outweigh the positives.
What is needed is a fundamental review of privacy and how it is enforced. And that needs to happen now, before Google Glass and its competitors hit the streets and become mass-market. Social media failed to do this – there privacy was an add on rather than built in from the start and this has had a major impact on how our personal data is shared. When it comes to something even more personal, what we see and what we hear, governments and businesses must act now to guarantee privacy before it is too late.
November 20, 2013 Posted by Chris Measures | Marketing, Social Media | cameras, Facebook, Google, Google Glass, Mark Zuckerberg, Privacy, Searching, social media, surveillance, YouTube | Leave a comment
The last ten years have seen massive progress in getting the UK population online, with over 86% of people now having been on the internet. There is still a digital divide however, with 4 million households without internet access according to the Office for National Statistics.
And, the ability for online access via mobile is extremely variable – as Liz Stevenson from Cambridgeshire County Council pointed out at the recent Cambridge Smart City debate, 41.5% of the county isn’t covered by a 3G signal. I dread to think what the figure is over the border in Suffolk, where I live in a village with sporadic 2G coverage. Efforts continue to help the offline into the online world, particularly by targeting specific groups such as the elderly and disabled and by providing more user friendly devices such as tablets.
However a new digital divide is emerging. As the Economist Intelligence Unit points out in a recent report, this is between those that understand and use the internet to its full potential and those that simply shop, watch or read the content that they find there. It is essentially a split between creators and consumers. You’ll always get power users in any technological change but the risk is that those who don’t take up the opportunities offered by the internet will become disenfranchised, pay more for basic goods and services and miss out on achieving their full potential.
And it doesn’t need to be that way – the internet offers the chance for everyone and anyone to create (no matter how niche or, let’s face it, downright awful) their efforts are. It also offers the tools to make compelling content either for free (for example WordPress, YouTube) or at a very low cost (with a handheld video camera for instance). Only by doing can you gain the full benefit of the internet. At a basic level imagine someone on Twitter that merely lurks, following people without starting any conversations themselves. They may find out what Stephen Fry is doing, but it doesn’t add much else to their own lives (or the lives of other people). People who treat the internet in the same way as TV, as a lean back, broadcast medium, are missing the point (and much of the fun.)
So how can we encourage more creators who understand the opportunities that the internet brings? A really simple way is to copy the behaviour of the young (though without the selfies on SnapChat). As digital natives they start with no preconceptions and no manual to read – they just get on and use the internet as a tool to do what they want to do. Not having a fear of failure, or an embarrassment gene, is going to lead to cringeworthy moments, but it will also mean you experience new things, learn new skills and create. Once you’ve mastered these skills you’ll understand what you can do – giving you better control of the medium and deepening your understanding of how organisations might be trying to channel and constrain your internet experience for their own ends (normally to sell you something).
Otherwise this new digital divide will solidify – splitting the digitally savvy from consumers and providing a two speed experience that will damage people’s enjoyment and potentially harm their prospects. Go create!
- Redefining the Digital Divide (slideshare.net)
November 13, 2013 Posted by Chris Measures | Cambridge, Creative, Social Media | 4G, Cambridgeshire County Council, consumer, creator, Digital divide, Internet access, mobile, SnapChat, Stephen Fry, Suffolk, twitter, WordPress, YouTube | 1 Comment
Everyone in business today has a plethora of communication channels to choose from, split between analogue (face to face, phone) and digital (email, social media, text, web). But is it a good thing?
As a member of Generation X (roughly defined as born between the mid 1960s and early 1980s) when I started work in public relations the only ‘digital’ communication was the letter (and extreme cases of urgency the fax). So analogue channels were pretty much the sole way of interacting with colleagues, talking to clients and pitching to the press. That meant that you had to develop verbal communication strengths such as being able to respond quickly to questions, give succinct answers and carry a conversation.
And PR was typical of all professions at the time – we were forced to speak to people (even if it was scary) and consequently got reasonably good at it.
But this has changed with the entry into the workplace of Generation Y. Weaned on new technology, these digital natives never had to learn to use email, social media or text as new channels – as far as they are concerned they’ve always been there. Lots of people I know comment on how much quieter today’s offices are as people are simply not on the telephone.
Which brings me to my issue. At the risk of sounding old, Generation Y need to start picking up the phone rather than hiding behind email and social media. It is very easy to craft a wonderful email, hit send and believe the job is done. Research quoted in Fresh Business Thinking found that 1 in 20 18-24 year olds is terrified of using the phone in work – and I reckon that’s a gross underestimate. The survey also found that 40% of 18-24 year olds were made nervous by telephone communication, against 28% of the total workforce.
We’ve all ducked making that call and sent an email instead (whatever generation we are), but here’s three reasons I think it doesn’t always get results:
1 Lost in transit
Most people get hundreds of emails every day and with the best will in the world it is easy to overlook one out of the many, whether deliberately or not. So the end result is that you don’t get a response and either have to re-send the email or try another channel.
2 Lost in translation
Even if everyone in the email conversation speaks the same language the chance of misinterpretation is high. Something that you can explain verbally can appear rude or just unclear, giving the wrong impression or leading to being ignored.
3 Lost in the gaps
With a phone call, or face to face, you need to think on your feet and try and build a rapport. You can change your tone, explain things and actually persuade someone by listening to what they are saying and responding accordingly. You simply can’t do that on email. While someone might come back with a question they are more likely to just hit delete and move to the next email.
I’m not Luddite enough to suggest going back to the days of telephone only communication, but people need to understand that there are advantages and drawbacks to every channel and pick the right one for each particular task. That might be email, social media or text – but it is vital that today’s workforce doesn’t neglect the telephone or we’ll end up as a nation of business mutes rather than engaging communicators.
October 30, 2013 Posted by Chris Measures | Creative, Marketing, PR, Social Media | Business, Chris Measures, Communication, Facebook, Generation X, Generation Y, marketing, Measures Consulting, Public Relations, social media, Telephone, twitter | Leave a comment
By bringing the world together the internet opens up pretty much unlimited possibilities. You can discover completely new topics and interests, communicate with people across the globe and access a myriad of content that was previously unavailable.
More and more of what we read, watch and listen to comes via the internet – and this is only going to increase as previously analogue services such as TV go digital. On one hand this widens choice, but how do we navigate and find things we are interested in? And more to the point, is just watching what we’re interested in necessarily a good thing?
Showing my age, when I was growing up I had a choice of three TV channels (I remember the excitement of the Channel 4 launch), and video recorders were in their infancy. So you watched what was on – or switched the TV off and did something (less boring) instead. That meant there was a greater chance of stumbling upon a programme or subject that you wouldn’t have chosen to watch but actually widened your knowledge. I’m not saying the 1970s was a golden age of TV but you were likely to see a broad range of subjects in your daily viewing.
Now we have a plethora of channels and there’s always that nagging fear that there’s something better on the other side. Navigating this maze is difficult – how do you choose what to watch when there are thousands of alternatives? The way I see it there are essentially three ways of making a choice:
Robots – like Amazon Recommendations your TV/Set Top Box or PC sees what you have watched and enjoyed in the past and comes up with more of the same. However this essentially narrows your viewpoint – you’ll potentially end up watching programmes very similar to those you’ve seen before. The same goes for search – after all, you’ve got to know what you’re looking for before you type something into Google.
Friends – personal recommendations work, provided they come from people you trust. And given pretty much every programme is available on catch-up TV, you can view what your friends on like after the fact. And social media provides a quick way of gathering recommendations. Better than robots, but still likely to keep your watching within a relatively constricted area – after all we’re governed by a herd mind.
Editorial choice – what does the newspaper/TV guide say is good and worth watching? TV previews tend to cover a wide range of subjects so can highlight programmes that you wouldn’t normally watch. All good, but even with glowing reviews some programmes may not sound like your cup of tea and you won’t watch them.
Ironically the digital world can give us too much choice and make us flee back into watching a tiny fraction of its range. So, what’s the solution – or does there even need to be one? I’d argue that we should rely less on robots or even our friends and trust to serendipity – switching on the TV to a random channel and giving the programme 10 minutes to make an impression. Yes, it might mean seeing some duds but it also gives the chance of finding a new area that will change your life. Now all we need is an app to help us do that……………
There was a big surge in interest around gamification a few years back. Essentially improving the user experience and getting people to do things that weren’t that interesting by turning them into a game, it never really made it into the mainstream.
But now a new twist to gamification promises not to enhance the user experience but to actually help improve the world around us. Researchers at the Sainsbury Laboratory at the John Innes Centre in Norwich have come up with a Facebook game that will help in the fight against ash dieback, the fungus that threatens to wipe out Britain’s 80 million ash trees.
Players on the Fraxinus game have to match sequences of genetic letters represented by leaf shapes, helping sort genetic information into matching sequences and therefore pinpointing genetic variation in either the tree or the Chalara Fraxinea fungus that causes ash dieback. Those samples that don’t match will be flagged for further investigation to see if the genetic variation is linked to potential immunity to the fungus.
Of course harnessing the power of distributed computers is nothing new. Projects such as the Search for Extra Terrestrial Intelligence (SETI) use the idle time of home PCs to crunch data as part of the effort to find alien life.
However what is different here is that Fraxinus actually uses human intelligence, rather than just our IT. We’re actually a lot better (and faster) at recognising patterns than computers are, so the research effort relies on our skills to fight ash dieback. Obviously putting the game on Facebook provides a scalable, global platform that can be accessed by millions – and also gives a welcome boost to the profile of the research efforts at the same time.
It is early days to see if Fraxinus takes off, but it would be good to see other researchers adopting a similar approach – involving the crowd in their work doesn’t just help get it done quicker but it also makes it more real to people. Rather than science being something done by people in white coats it is all around us that we can all take part in. Being able to say that you’ve helped solve a scientific problem gives extremely powerful bragging rights for your status updates, compared to the norm. My only concern is timescales – research takes years and the attention span on social media is measured in seconds and minutes. So scientists need to break their work into bite sized chunks with defined goals if they are to engage with those on Facebook and Twitter. This can be easier said than done, but the benefits to individual projects and the scientific community could be enormous. Let’s hope that Fraxinus is the first of many games that do wider good.
August 14, 2013 Posted by Chris Measures | Creative, Marketing, Social Media | ash, ash dieback, Chalara Fraxinea, Facebook, Fraxinus, gamification, John Innes Centre, Norwich, Sainsbury Laboratory, twitter | 2 Comments
Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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