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Archive for January, 2010

Haiti and the power of social media

January 18th, 2010 No comments

Donations for Red CrossIt is certain than in times of crisis we stretch our capabilities to find sources of strength where we thought we had none. This time social media and mobile devices shined as the best tool to collect donations to help Haiti after the catastrophic earthquake in January, 2010.

For the few of you who didn’t see it, here is how it looked on Facebook, Twitter and other sites:

You can donate $10 to Haiti relief by texting “Haiti” to 90999.

As a result, social media helped spread the word about how to make a donation to the Red Cross, yielding a $8 million total donation in $10 increments in less than three days, coming from all corners of US. (here is a map of donations by state on mobile devices)

I see three huge reasons why this worked like magic: It’s simple, relevant and it involves emotion.

I leave this post with my most sincere empathy to the people in Haiti, wishing them a swift recovery, and thanks to the rest of the world for showing that the human spirit will prevail amidst tragedy.

Pepsi’s New Ways

January 12th, 2010 No comments

For the last two years people in the advertising industry have been forecasting a switch in marketing dollars from TV, radio and newspaper towards Internet campaigns, but the following is probably the most visible case so far.

For the first time in 23 years, Pepsi will not run any kind of advertisement during the Super Bowl. This represents a huge switch of around $15 million dollars in marketing spending from TV to an online campaign based on social media.

Ok, a marketing spending switch from TV to online and social media is not news, but what about costumer centric marketing communications as opposed to company/product centric? Pepsi is aiming to help people help their communities. Those individuals that register a project and receive the most votes will receive funding.

To be more specific, Pepsi’s online campaign will be powered by social media and social participation. It’s going to be about communities – online and offline – interacting to create something new.

Find more about it at: refresheverything.com

Red Balloons and Social Media

January 2nd, 2010 No comments

For those who think that social media is just a fad and has no practical use in the real world, I suggest you take a look at this experiment from the Defense Advanced Research Projects Agency (DARPA) that consisted in finding 10 balloons spread across US Territory.

I believe Stephen Colbert (and Riley Cane, who found all balloons) can describe it better:

The Colbert Report Mon – Thurs 11:30pm / 10:30c
Riley Crane
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