Hype Cycle & Social Media Fails

Hype Cycle 2009: Augmented Reality, 3D TV on the Rise

Méně než 2 roky

• Web 2.0 (rozčarování)

• Firemní blogy (osvícený nástup)

2 – 5 let

• Internet TV (vrchol nafouknutých očekávání)

• Cloud computing• Elektronické knihy • Sociální software• Mikroblogy • Green IT (rozčarování)• Video telepresence • Online video • Virtuální světy• Mobilní platební

systém• Analýza soc. sítí

2 – 5 let

• Myšlenkový management

• Tablet PC (nástup)• Elektronický papír• Wiki• Lokačně založené

aplikace • SOA

5 – 10 let

• 3D Flat displeje • Architektura s

kontextovou dodávkou • Video vyhledávání• Surface computing• Augmentovaná realita• 3D tisk• Bezdrátové napájení • Monitorování

zdravotního stavu doma

• RFID • Rozpoznávání řeči

Více jak 10 let

• Lidská augmentace • Quantum computing• Behaviorální

ekonomika• Mobilní roboti • Mesh sítě – sensory

Nastupující technologie

Vrchol nadsazených očekávání

Pocity deziluze, zklamání

Osvícený nástup

Human augmentation

Context Delivery Architecture

It is an architecture that is aware on the end user’s context such as location, preferences, identity, etc. and delivers the information that is most suited for it. Another way to describe it is WYNIWYG (what you need is what you get) services.

The basic idea is that users’ specific context will drive what information they receive, how the applications interact with them, and where the processes take them.

Behavioral EconomicsBehavioral economics and behavioral finance are closely related fields that have evolved to be a separate branch of economic and financial analysis which applies scientific research on human and social, cognitive and emotional factors to better understand economic decisions by consumers, borrowers, investors, and how they affect market prices, returns and the allocation of resources.

The field is primarily concerned with the bounds of rationality (selfishness, self-control) of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. Behavioral Finance has become the theoretical basis for technical analysis.

Behavioral analysts are mostly concerned with the effects of market decisions, but also those of public choice, another source of economic decisions with some similar biases towards promoting self-interest.

Augmented reality

Surface Computers

E-book Readers

Mesh Networks: SensorsScattered throughout John James’ horse ranch in California’s Santa Cruz mountains are wireless sensors he uses to measure temperature and humidity.

Inside the sensors, communication devices the size of a quarter, called nodes, send streams of messages to each other, conveying the temperature and humidity information to a base station in James’ house.

In the future, such networks are expected to transform our world, both at home and at work.

You will be able to control your house through your mobile phone, checking whether you forgot to close the garage door, adjusting the temperature so your house will be warm when you get home, locking or unlocking the door.

Electronic Paper

Web 2.0

Termín „Web 2.0“ označuje to, co někteří lidé považují za další fázi vývoje webu, včetně jeho architektury a aplikací. Tato další fáze rozvoje webu se vyznačuje následujícími rysy:

• změnou hypertextových stránek z izolovaných úložišť informací na zdroje obsahující informace i funkcionalitu – stávají se tak platformou poskytující webové aplikace koncovému uživateli.

• sociální fenomén - tvorba a distribuce webového obsahu je dostupná komukoliv, otevřená komunikace, decentralizace autorit, sdílení a znovuvyužití, a „trh jako konverzace“

• více organizovaný a roztříděný obsah s propracovanější hyperlinkovou strukturou

• zvýšení ekonomické hodnoty webu tak, že přesáhne internetovou horečku na konci devadesátých let

Location Awareness

Digi – Social Media Epic Fail

House M.D.

When actor Kal Penn decided to leave the popular network dramedy to take a role with the Obama administration, the show needed to find a clever — and quick — way to get rid of the character of Dr. Lawrence Kutner.

The show opted to kill him off via suicide and left fans with a lot of questions. What does this have to do with social media?

Rather than running from the backlash of offing such a popular character, Fox embraced it by creating an online altar where fans could go leave memorial messages for Kutner.

It was their way of trying to maintain viewer loyalty.

However, it backfired, with many fans insisting that the altar and flippant social media attempt was insensitive regarding the topic of suicide. Fox has since pulled the altar from its Web site.

Quiznos

Quiznos has been known for some desperate marketing stunts in the past, but the recent “2 Girls, 1 Sandwich” viral video is likely one of the worst.

The tacky video which takes off as a spoof of a porn meme created so much negative reaction that Quiznos officially denied having any affiliation with the video, stating that it did not authorize it nor pay for any placement.

The jury is still out as to whether or not this is a Quiznos marketing fail or if it really was produced without their sanctioning, regardless, Quiznos’ loss of brand control has made a lot of people think twice before ordering a sub.

Skittles

Touted as genius by some social marketing pundits, the Skittles Twitter trick was a significant case study for a social media thud. The candy company turned its home page into a Twitter search feed for, you guessed it, Skittles. When the campaign first launched, the Skittles campaign was one of the hottest trending topics on Twitter. Social media bloggers (not this one) were exclaiming that Skittles “GETS IT!” but all they did was turn their home page into a constantly revolving loop of people saying “OMG SKITTLES LOVES TWITTER.”

It almost seemed to be an ad campaign for Twitter versus one to enhance the Skittles brand.

There was no real community outreach (it was incredibly passive) and it came to be pretty self-centered in the first weeks.

However, Skittles broke one of the first cardinal rules of social media — it led with a tool and didn’t reach into its community.

Pizza Hut

Last month the pizza restaurant issued a press release stating that it was seeking a Twitter intern (aka “Twintern”) over the summer to manage its Twitter presence.

A representative for the company stated that “The successful applicant will speak fluent OMG and LOL and correctly use the terms DM (direct message), RT (retweet) and # (hashtag).”

There are few things that were wrong with this little stunt. One, if Pizza Hut were serious about using Twitter to boost its brand, it should not have belittled the way that people and businesses communicate via the service.

Not to mention, it is a global company, and encouraging such communication would not resonate well worldwide.

Second, why would you want an intern who does not understand your business from the core being your face to the world? That’s a risky endeavor for any business.

Finally, it’s unclear what Pizza Hut was trying to accomplish with this announcement, other than to say to the world that they are hip and know Twitter, but all they did was prove they did not. They should stick with pizza.

Burger King

The “Whopper Sacrifice” campaign baffled me from the beginning. Here’s the deal: Unfriend 10 friends, and get a burger.

The teaser for the campaign read something like this: “What would you do for a free WHOPPER? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship?”

My immediate reaction, of course, was “Would I insult my friend to save $3? Probably not.”

However, according to EaterLA, more than 230,000 friends were un-friended during this Whopper promotion — which means only 23,000 people participated. What’s crazy about it is that while usually one can unfriend people discreetly on Facebook, the Whopper Sacrifice application tells people you unfriend why you did it — for a burger.

I’m not sure if this campaign was a fail for Burger King (the app was eventually disabled by Facebook) or a fail for friendship, but it certainly didn’t do much for Burger Kings brand. Or Whopper sales.

In the end…

What is to be learned here?

Well, don’t lead with tools.

Don’t think that your brand is above the risks and backlash of social media.

When plotting a social media campaign, truly think about what you want your end result to be, and fully examine everything that could possibly go wrong.

Word-of-mouth marketing is a fantastic thing when you know how to leverage it. But if you lose control of your brand, the disasters are almost endless.

What do you think is the worst social media fail?

Burger King (20%)CNN / Ashton Kutcher (20%)Quiznos (18%)House M.D. (17%)Skittles (11%)Jack in the Box (6%)Motrin (4%)Pizza Hut (3%)Denny's (2%)

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