Comments on: Is your brand attracting creators?

By: Kim

Kim — Tue, 09 Feb 2010 22:07:09 +0000

Thank you for the inspiration. It is so important to be a “Creator” or even just a “Spectator” (not in the “Inactive” group). Sharing ideas, information, and opinions enriches the lives of all who participate in the process, which also includes reading and observing. For the creators, motivation is key. This is sometimes hard to maintain, but the end results are rewarding.

By: Consumer participation and community move from social media to the theatre | Creativity_Unbound

Sat, 23 Jan 2010 23:08:06 +0000

[...] last post argued that consumers are ready to become creators if we simply invite them to. These examples suggest they’re also ready to become part of the [...]

By: edward boches

edward boches — Sat, 23 Jan 2010 00:25:52 +0000

I think testimonials are boring. Not always, but often. They seem forced, contrived and formulaic. There is a different with co-creation and expression. Look at this http://bit.ly/5vrp6m, Canon’s new the story behind the still. May or may not get crap, but some of the You on You stuff was pretty good, and the photos on Trench are OK, too. Doesn’t take long to look at these two examples and come up with a lot more ideas.

By: Lisa Hickey

Lisa Hickey — Fri, 22 Jan 2010 21:56:44 +0000

It’s funny — as someone who has been in advertising her whole life, I used to HATE testimonials. Some days, I’d even hate ads, especially if clients and other forces conspired to make them annoying, intrusive, or just plain boring.

But wait, what you’re talking about are testimonials, done creatively, by people who are passionate about a brand — with almost total creative control ceded by the client. WOW! I can’t wait to see where this takes us next. Better product development, for example, because brands themselves would do well to realize the power of people who truly like what they have to offer.
.-= Lisa Hickey´s last blog ..lisahickey: @knealemann @eriknorwood Love you guys! But really, YOU inspire ME. How do you think I got here? #ff =-.

By: Mike Scheiner

Mike Scheiner — Fri, 22 Jan 2010 14:16:45 +0000

To your point Edward, this area will continue to grow, and be segmented into two types of creators: those who are “advocates of the brand” and those who the “Look what I made” group. As we now know and realize, user generated content speaks volumes in terms of believability, endorsement and of course entertainment. The bigger question comes down to those brands who will be willing to allow “the sharing” of this user generated content without any filters? What you also point out is a new type of brand loyalty and advocate: Social content brand advocates.

By: Jeff Shattuck

Jeff Shattuck — Thu, 21 Jan 2010 19:50:01 +0000

Edward,

This is a topic near and dear to my heart. I LOVE that the barriers between those can and those who can’t afford to have dropped to nearly nothing. One of the best summations of this tech-driven phenomenon was penned by Sun’s CEO, Jonathan Schwarz, back in 2005. He called the new age The Participation Age, a phrase I just relate to so, so strongly. Here is a link to his original post:

http://blogs.sun.com/jonathan/entry/inevitability

Jeff
.-= Jeff Shattuck´s last blog ..Reflections on “It Might Get Loud.” =-.

By: Rich

Rich — Thu, 21 Jan 2010 19:20:29 +0000

“All you have to do is invite them…”

Ah, simple words, so seldom used. Brands ask customers to do a lot of things (“Try us, Buy us”) in a very internally focused way.

Asking customers to do or create something for the brand is very externally focused (“Do something that matter to you”)

That needs a shift in mindset inside companies. Hopefully, Edward, with more examples like the ones you’ve shown, people will feel more comfortable asking their customers to help them.
.-= Rich´s last blog ..Artists of the World Unite! =-.

By: Ted

Ted — Thu, 21 Jan 2010 18:58:53 +0000

Love the two points in the last paragraph: (1) ask and (2) appreciate/thank. It takes commitment to do these two points well, but it’s not rocket science.

My team studies the university recruiting (HR) process and the two things that college students want the most is: 1. a platform to showcase what they can do (ask) and 2. direct responses (even if short) from employers (appreciation). I have no idea why more companies don’t do these two things, but they don’t.

Also, love the heck out of this blog. I’m following.

By: hallicious

hallicious — Thu, 21 Jan 2010 18:15:20 +0000

I really love the concept of user generated content, but think that it’s at odds with copyright law and big business Marketing/PR departments’ need to control the message.

Letting fanatic fans and employees show their love for a company/brand is hardly a bad thing, but there are internal traditions that have become barriers needing to be broken down.

We’re getting there.

-chris
.-= hallicious´s last blog ..Internets Anonymous =-.

By: Dylan

Dylan — Thu, 21 Jan 2010 18:02:28 +0000

Great topic, Edward. I believe more and more that a brand’s presence will come down to its willingness to challenge and inspire its Core Creators (Core Users who are also Creators). So far most advertising has focused on messaging to that 70% of Spectators from the ladder, but there’s a twist. In focusing on Core Creators, you are providing even more content for that 70% to absorb, usually at little to no additional charge to your brand. Meanwhile, by recognizing your core group, and sometimes rewarding the best efforts, your brand actually creates a greater sense of a community. All of a sudden your regular consumer finds new identity and new action. They no longer view themselves as idle patrons, but active representatives. This is a strength that has been portrayed quite literally by the campaigns for Windows “That was my idea” (I’m A PC) and Domino’s recent (We Listened). Obviously, CPB already has their brands jumping on that bandwagon to varying extents.