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On The Scene: Web 4.0 engaged content

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On the Scene
Thursday, August 12, 2010

BY EMMA HALL

Digital brand builder Paul Barron stood in front of social media aficionados and restaurant and hospitality industry folks in Lola's Room, above the Crystal Ballroom.  He surveyed the crowd that included award-winning Tweeters and social media brand developers, there to attend a talk hosted by the Social Media Club of Portland.

"Media as we know it is over," Barron said.

Barron, who runs DigitalCoCo, described the wave of the future, in Web Era 4.  He explained that too much focus is being put on the here and now with social media, when really we need to be one step ahead to prepare for the future of the web.

"Experts say 'Just engage your customers,' but [social media] is about so much more," said Barron.  "It's really about understanding the customer."

The social web is controlled by bloggers and new media experts, but soon that control will shift.  Consumers want you to understand who they are, Barron explained.

"If we don't get into engaged content components, that is what we will miss," Barron said.

Barron referenced the recent Old Spice campaign by Wieden+Kennedy as an example of branded entertainment, a step in the right direction but still not quite engaged content.  "We need to engage on the next level," Barron said.

A video that Barron showed as an example of preliminary engaged content was the "Every Life Has a Story" video by Chick-fil-A.

Barron also gave the audience homework of five books to learn more on the subject.

  • REWORK by Jason Fried and Heinemeier Hansson
  • Tribes by Seth Godin
  • Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead
  • Trust Agents by Chris Brogan and Julien Smith
  • The Ghost Writer by Robert Harris

The Social Media Club of Portland also reached out to find a local Portland hospitality or restaurant business that was ahead of the curve in regard to engaging customers through social media.  The winner was the Jupiter Hotel.  They have created an iconic brand maven out of Jupiter Lily, a mannequin that resides in the hotel's lobby.  Jupiter Lily tweets updates that often include cheeky sexual innuendos.  She also stars in the hotel's monthly e-mail blast that features a comic book-style story.  The hotel's innovative use of social media has garnered them a loyal following who appreciate the change from typical business tweets that may just tell them about room rates or special deals.

That style may not work for every business out there, but there are lessons to be learned from its success.

Emma Hall is web editor for Oregon Business.

 

Comments   

 
Brad Windecker
0 #1 Where's the Metrics?Brad Windecker 2010-08-12 12:53:40
I really like the story about the Jupiter Hotel, but where are the metrics on whether it is beneficial to the business? Has the tweeting mannequin and her loyal twitter followers increased the occupancy rate, # of nights per stay, overall revenue? Or is there just a bunch of Portland twitter users that follow the Jupiter Hotel and retweet the cheeky sexual innuendos, but rarely stay there.

All businesses considering social media or looking to better utilize it should want to see metrics.
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Jeffrey J Kingman
0 #2 Jeffrey J Kingman 2010-08-12 12:58:10
Brad,

Shannon Pratuc, the human and creative force behind Jupiter Lily, talked extensively of the excellent ROI and Return on Relationships (ROR) that their campaign has generated, last night during the opening of the Social Media Club PDX event. Wish you could have joined us :-)

Jeffrey J Kingman
@jeffreyjkingman
CEO - Chalkboarder
Board Member, Social Media Club PDX
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Brad Windecker
0 #3 Return on Relationships - cool metricBrad Windecker 2010-08-12 13:30:00
I do wish I'd had been there!
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Shannon Pratuch, the SCENE marketing group and iMarket Strategy
0 #4 MetricsShannon Pratuch, the SCENE marketing group and iMarket Strategy 2010-08-12 14:00:00
Brad,

The great thing about SMO is that you can track the metrics through custom links, rate codes and reporting in the hospitality industry. Many of the links that the Jupiter Hotel uses are custom so we can pull statistics and track revenue for each campaign. Through our efforts, YTD the hotel's occupancy and revenue is up a significant percentage over last year.
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Paul Barron
0 #5 Plastic woman connects guestsPaul Barron 2010-08-12 14:20:34
In understanding the Jupiter and their goal of attracting unique and dedicated guests -- the message became very clear. The guest that stays at the Jupiter is one that is different, thinks different, acts different and is not your run of the mill consumer. Guess what, that's why a mannequin can resonate with these types of guests, its just a bit different.

Don't get me wrong the real people at the Jupiter are different too. And they do "get it" this is not about social media, this is about them connecting differently with a guest, the ones they really want to reach.

We all know our best customers and evangelists are the ones that understand who we are. Well the guests of the Jupiter understand who they are, and the Jupiter understand the guest in ways we all could only wish to understand our customers. That's a connection that no mannequin can make. It takes real people with real passion.

Passion will always equal profit.

Rock on Lily!
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Marketing and Communications Enthusiast Expert
0 #6 Paul Barron and Social MediaMarketing and Communications Enthusiast Expert 2010-08-13 12:52:43
Paul,

I attended the Social Media Club as a guest and an active media participant. I have listened to dozens of "Publishers and Producers" (the titles you give yourself to avoid being called an "Expert") and I have to be honest, I was sorely disappointed in the presentation you gave.

You had zero insights into the Hospitality world, you danced your proprietary "marketing methods" around on slides like you were, oh I don't know, hocking your wares. Besides that, you referred to Social Media as "Garbage" and "Bullsh!t" several times throughout the evening, really? You were a guest presenter of the Social Media Club of Portland, not the Portland Area Radio Council.

You, sir, are in the wrong field.

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K.Howard
0 #7 Social Media - Maslow was the Expert!K.Howard 2010-08-15 08:38:46
I don’t know why some people say they are an expert of the “New Social Media” And why is social media a new craze? Let’s look at a basic human need…..we want to be heard…..we want feel special….Maslow had this figured out; our first basic need is breathing, food, water, sleep and sex. The second is safety, the third is loving/belongin g, the fourth is esteem and the fifth is self-actualizat ion. So what does Twitter and Facebook bring….people think they are being followed and listened to by many….they feel special, loved, they feel like they belong and their esteem rises…..Ummm Maslow was the expert…..the only difference is we now have tools to use such as the internet, so please get over yourselves
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Randy White
0 #8 Founder, Lawns to GardensRandy White 2010-08-16 16:12:55
Web 4.0?

Like pizza after so many slices - each new slice has diminishing returns.

My question is... how can the Internet help fix a broken financial system based on a fractional reserve currency? For every 100 pieces of silver paper money is supposed to represent, there is only 1 actual piece of silver. How can you pay back debts when your entire economy is based on a ponzi scheme?

Unless we plan on living in a barter society to meet those needs Maslow so cherishes, the web had better be used to organize people to reclaim our country's sovereignty and focus on REAL projects growing REAL food, etc., not just playing Farmville 8.0 and engaging with corporate brands and mannequins.

Yes, it's an agenda : )
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