By In #SxSW

The Hyperloop: rethinking transport

Hyperloop

Hyperloop Transportation Technologies CEO Dirk Ahlborn explained how the Hyperloop will propel you in a low-pressure, near vacuum tube on a comfortable air-cushion. The technology is completely run by computers, and is human error, bad weather and nasty earthquake proof. The Hyperloop will make hopping from city to city a very fast, very comfortable, and reasonably cheap experience.

Los Angeles to San Francisco

The first Hyperloop traject is a route running from the Los Angeles region to the San Francisco Bay Area, in parallel with the Interstate 5. The first projections foresee an expected journey time of 35 minutes (!), meaning that passengers would silently whoop the 600 km at an average speed nearing 1000 km an hour, and hugging a top speed of well over 1,200 km/h.

Help travel suck less

Ahlborn believes the key USP for the Hyperloop is helping city hopping suck less. He is convinced that at this moment no one actually enjoys travel anymore. No one looks forward to taking a plane or a train. No one looks forward to the journey, everyone counts down to arriving. He believes the Hyperloop will disrupt all this.

Green energy

Ahlborn claimed also that the Hyperloop project will generate more energy than it consumes, and will run on a healthy green cocktail of wind, solar and kinetic energy. He also announced that construction will begin later this year on a 7,5 km stretch alongside Interstate 5 in Quay Valley, California, somewhere halfway between L.A. and San Francisco.

Virtual windows

To avoid people getting claustrophobic, the Hyperloop will be fitted with “interactive panels”, virtual windows that will project landscapes through “motion capture technology.” These screens will actually shift perspective based on your position. On the window screen, other information will augment the experience: distance travelled, Hyperloop map of the trajectory, and current speed.

Crowdsourced

Musk and his team relay heavily on a crowdsourced team of more than 500 contributors to design, kick off and execute the west coast Hyperloop project. Crowdsourcers from MIT won a national university contest to help design the Hyperloop people carrier.

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By In #SxSW

Virtual Reality: Robert Scoble’s new future

Well, we all know that the geeky evangelist, and blogger Robert Scoble is a passionate man. Since years he’s traveling the globe, (on Rackspace’s dime) to go and find the newest platforms, apps and technologies. This journey has gotten us memorable pictures of Scoble using his Google Glass in his shower, and finding the man on about every stage, from Timbuktu to South Africa.

Leaving Rackspace

It hit the techspace as a bom, Robert Scoble is leaving Rackspace to take on a new challenge in a leading role with UploadVR. He is very excited, claiming at #sxsw that VR is actually the most orgasmic revolution that hit the tech industry since the introduction of the Apple Macintosh. VR is very much in the same line as the videos and blogging he’s always done , but he is convinced that augmented (AR) and virtual reality (VR), combined with 360 movies and live streaming will dramatically chance the communications space.

The dreamy smile

Scoble points out that most of the test users of VR and AR have a “Holy shit, this is amazing”, dreamy smile on their face. “You realize this is mind-blowing,” he told the bloggers at his keynote: “I knew this was going to be industry shifting, utterly significant, and I wanted to be very deeply and personally involved in it”

 

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By In #SxSW, Marketing, Social Media, Trends

The Hottest Marketing Trends at SXSWi 2016

SXSW-2016-930x581Some trends we saw pop up at SXSW this year in marketing that we would like to share with you.

Messaging becomes bigger than social media

As we saw in our last article, the messaging apps are in the top 10 most used apps on mobile. It is impossible to ignore its importance as billions of messages are being sent every day. According to Adweek, the younger generation is spending a lot less time on social media and much more on messaging apps such as Whatsapp, Kik and Facebook Messenger.

So now we have to consider marketing through messaging if we want to reach the elusive Millenials and especially Generation Z. The trick here is to make sure that, as a brand, you stay relevant and natural. Venturebeat mentions that “Marketeers need to find the key moments to passively enable a conversation through visual language or by creating compelling customer experiences via messaging channels.” We know that young consumers use messaging when in-store, sharing pictures of the products and asking for advice from their peers. Should brands position themselves as “peers” this generation feels comfortable with asking for advice? All we need now is a platform that meets the consumer’s needs for an intimate way to share and connect.

Being aware of dark social

Dark social is on the rise, especially with Generation Z. It simply includes apps such as Snapchat and Eroder – social media/apps that allow people to share moments of their life with their peers or followers but which are erased hours later. This gives a sense of security to the user, knowing that these will not endanger any future career plans (or the wrath of their parents now that they have befriended their children on classic social media such as Facebook and Instagram 😉 ).

Dark social is not making it easy for marketeers to use to their own means; there is no way to analyse any data from these platforms. Some brands are using these platforms effectively, creating fun dialogues with their audience, but this remains very limited in visibility and there is currently no way to grab useful data and learnings from these.

From text to visual

Emoji’s, stickers, Snapchat, video (360° or regular) – all of these are on the rise, and most of them also in marketing. This means there is a clear shift from text to visual marketing and brands need to make sure they follow this shift. In our last blog post, Instagram was pushed forward with some great examples of how, as a brand, you can position yourself as an inspiration all the while branding your content and being relevant for your audience. Not always an easy feat but entirely worth it should you find a way to incorporate your brand in a creative, visual way.

Virtual Reality is taking over

Images of people at SXSW wearing VR gear popped up pretty much everywhere on our social media feeds; a sign that might mean that VR was a hot topic at SXSW 😉 This year, the Samsung Gear VR wanted to push SXSW goers to try VR by pushing the #VRonDemand campaign. According to Venturebeat, if you tweeted the hashtag and responded to their following DM, the Samsung team brought you Samsung Gear VR to your location. A fun way to bring VR to the average consumer!

Artificial Intelligence

The tables have turned when it comes to robotics. Cynthia Breazeal from MIT introduced us to emotive computing in 2015, and this year emotive AI returned to Austin as she brought along her friend again: Jibo. Jibo is a super advanced robot, connecting to humans on an emotional level and creating a human-to-human connction rather than a human-to-robot experience. Venturebeat mentions that “the key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.” So, are you looking forward to your first emotional connection to AI?

jibo

Curious? Interested? Questions? Drop us a line at info@mediabrands.pub and we will be happy to discuss these topics with you!

Inspired by Adweek and Venturebeat

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By In Content Creation, Marketing, Social Media

Facebook Visual Communication Summit in Belgium

Yesterday, 17/3, MBP attended the Facebook Visual Communication Summit in Belgium. I would like to share with you some of the learnings of the day.

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Together, growth and being mobile are the 3 key terms with which we were introduced into the afternoon of talks on Social Media. Be open, be bold; the world is becoming more and more mobile and we need to adapt. Is your mobile investment following the trend?

The first person to take the stage was Paula Bonomo. She informed us that within 5 hours, people tend to consume 7 hours of content. Multitasking has changed: whereas before people would be knitting while watching TV, now people tend to spend their time consuming information on multiple platforms at the same time. Everything is in competition with everything for attention, so it is harder to be noticed and therefore important to be meaningful.

To communicate with people in a natural and relevant way is to create an engaged audience for your brand, which will feel more connected to you and your brand.

Communication is becoming:

  • Immediate
  • Expressive
  • Immersive
facebook video

Facebook Video Section

This explains why the most used apps are messenger apps. You will find 1B people on Whatsapp and 800M users on Facebook messenger.

Because the human brain processes images 60.000 times faster than words, visuals are becoming more and more pertinent for advertisers. This takes us to video advertising on social media. On Facebook we are seeing around 8B video views per day, even on mobile. It seems that emotional closeness compensates for the size of the screen. Facebook has developed a video section which allows a total immersion in video viewing. Later on, Facebook will unroll a storytelling medium called Canvas, which will allow for even more immersion in your storytelling experience as a consumer.

The next step will be Virtual Reality and Augmented Reality. We are looking forward to the possibilities Facebook will bring us with Oculus, a new computing platform.

Paula summarised:

  • Reach people where they are
  • Embrace messaging
  • Experiment with expressive storytelling
  • Embrace new formats

Next up was Bert Hendrickx of GfK Belgium. According to him, 29% of people go on Facebook to discover new information. It has become their news platform as well as a place to connect with friends.

A very interesting habit Millenials are picking up is using your mobile in-store for extra information. Not only do they go to websites to compare the market, but also to ask friends their opinion on what they are buying/should buy.

However, we are seeing a trend that if people actually shop online through their mobile, they tend to spend less (€50 on average in their cart) when shopping on their smartphones than they do on tablet and desktop (€110 on average in their cart). Is mobile disrupting e-commerce?

We see separate functions in each piece of equipment we use:

  • Smartphones are for staying connected
  • Tablets are for entertainment (and often shared within a household)
  • Desktops are seen as a work device (larger screen for convenience)

–> people do tend to skip between devices.

Camilla Desmond‘s talk was all about video. Here is what she highlighted during her talk:

  1. Mobile is different
    • People are consuming more video on mobile – >75% of views
    • Consumers are more visual
    • Visual is the way to communicate
    • Virtual Reality will become a key player in brand communication
      • 1.7 seconds are needed to consume content on mobile
  2. Business Outcomes
    • Outcome needs to be measurable
    • Less is more – try and keep them interested
    • Earn attention – learn how to connect with your audience
    • Creative – tailor your communication to your consumer
    • Experiment – it is important to test, learn and iterate
  3. How to earn a consumer’s attention
    • Look for what matters to your consumer.
    • Create longer exposure
    • Use the Facebook function for automated captions (coming soon): Facebook creates captions for your video’s; good for a sound-off environment.
    • Transparency in reporting

Julie Pellet charmed us all with her french accent during her presentation: Instagram, from text to image.

She reminded us that images are a universal language and that if you have a smartphone, you are a photographer. Capturing images has become very easy for us and second nature to a lot of us, a behaviour we see especially in Millenials. Apps such as Snapchat and Instagram make this possible for all of us.

Capture and share the world’s moments – Instagram is a place for creativity and inspiration: have a look at 15-year-old Adeline from Nivelles who was inspired and now inspires more than 17.000 people every time she posts:

There's a whole world out there

A post shared by Adeline Wantiez (@toxicspiritss) on

Each Instagram feed is unique, different, because we all choose who we follow based on our interests. It can be seen as a fingerprint. 80M photo’s are shared on Instagram every day, inspiring many of us.

When placing a brand in the Instagram environment, it is important to keep in mind that you need to remain an inspiration to your followers: place your brand at the center of visual inspiration:

  • 60% learn about brands on IG
  • 75% take action after being inspired by content on IG

As a brand on IG, branding drives awareness: make sure the brand is visible, but in a relevant way. A great example of this is Ben & Jerry’s:

Don't burn up your Leap Day without celebrating. We've got 20 ways to do it – link in profile. #LeapDay

A post shared by Ben & Jerry's (@benandjerrys) on

As well as relevant branding, it is important to create a concept for your IG account. See what your target is into and inspire yourself to inspire others. A concept drives brand lift.

Some things to keep in mind when turning to Instagram to communicate to (potential) followers about your brand:

  • Think about the consumer journey
  • Create and use a distinct visual voice
  • Combine Facebook and Instagram (both have the same targeting options in ads)

 

So, how do you see your brand evolving on social media? Will you be creating more visual communication? Would you like to brush up on your video skills? Don’t hesitate to contact us for more information, we will sure be able to help you with all of these questions, and more: info@mediabrands.pub

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By In Social Media

What’s Tweetin’ at #SXSW2016?

So, what did we see in our #SXSW2016 Twitter feed? Here are a few…

#GaryVee

#Bourdain at SXSW

#Millenials

#Robots

#Storytelling

#POTUS

And of course… #GrumpyCat 😉

It sure is a crazy interactive world out there! What #SXSWi talk has inspired you the most so far? We’ll be keeping an eye on what’s happening in Austin, Texas in the next few days, so watch this space!

sxsw

 

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By In Social Media

Collaborative Economy Honeycomb

It was great to meet Jeremiah Owyang again at #SXSW. The founder of www.crowdcompanies.com introduced the third version of his Collaborative Economy Honeycomb. The Collaborative Economy, the passion of Owyang, enables people to mostly get what they need in life or business from each other. A new trend that is extremely disruptive for most industries and businesses. Uber, Airbnb anyone?

Honeycombs are resilient and extremely solid structures that enable access, sharing, and growth of resources among a very demanding and resourceful group of empowered people. Jeremiah’s latest version of the Honeycomb framework, visualizes how the Collaborative Economy has grown exponentially  to include new applications in Reputation and Data, Worker Support, Mobility Services, and the Beauty Sector. Owyang’s Honeycomb is slowly, but surely taking on the very nature of a real hive….

Screen-Shot-2016-03-04-at-11.56.43-AM

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By In #SxSW

Forget the battle for the wallet, try the battle for the heart

Many agencies and their clients are still struggling to click in the social and digital piece in the complex jigsaw of media. The result is a constant firing from the hip of boring and uninspiring banners, mastheads and click buttons a go-go. The consumers try to shield themselves from this relentless onslaught with stealth-modus, ad-blockers and fake profiles.

Forget the battle for the wallet

A big driver of the online communication endeavours of companies is stooled on one very clear central pillar: return on investment, and driving sales. Clearly, there is nothing wrong with that. Companies are no charity organizations, and in the end they need to use all possible techniques to secure their profits. However, the relentless push for conversion and closing the sale is making the consumer very tired and weary. Gary Vaynerchuck phrased it well: “there are way better ways to connect to me than slapping a banner on my iPhone. That is just stealing my time, and it is just pissing me off.” In the battle for the wallet of the consumers, the reality of the context of the consumer and the unwritten silent rules of the platforms are easily ignored, forgotten and trespassed.

Try the battle for the heart

A clear central theme at this year’s SxSWi is “emotional connections”. How can you look past the traditional display ad, and find a more natural and valuable way to connect? What does it take to find ways to add value, relevance and smarts? Why is it so difficult to be relevant rather than intrusive? Respectful rather than pushy? Why do we reach for the wallet rather than for the heart? The real battle in the online consumer space is not the direct sale, but the life time value. Is your company also prepared to invest in a real commitment with the consumer over time?

Rethink the value of endorsement

Tesla is thriving on the endorsement of its power users. They do not only add value to the brand by raving about their cool electric car, and bedazzle everyone with the steaming stats on how well the car behaves from 0 to 100 km per hour in ludicrous mode. They also offer their friends easy test drives, and important cash rebates. This only works if the driver has an emotional connection with his car that he is prepared to share. And for the friends they reach out to, the car experience comes with an emotional friend-endorsed quality seal.

The time of a quickie with the consumer is over. Are you ready for a relationship?

emotional connection

(this post as first featured on Heliade.net)

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By In #SxSW

selfdriving, yes… autonomous? Nah.

Your car will only be autonomous the day you ask it to drive to work and it drives you to the beach.

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By In #SxSW

The FBI, your iPhone and your underwear

“Privacy is sacred. It’s a cornerstone of our society. A pillar of our constitution. But, to stop the bad guys, we can riffle through your underwear with a legal warrant. Why would a iPhone be more sacred?” Barack Obama

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By In Social Media

Inégalités H/F : combien ça coûte ? 

Différences de salaire, accès restrictifs à l’éducation, avortements sélectifs, mentalités bloquées sur un rôle féminin ankylosé, Dispositions légales et cadre juridique insuffisants, manque d’infrastructures spécifiques, violences conjugales,…les contraintes d’accession au travail sont nombreuses et handicapantes pour l’égalité hommes/femmes.

Le tissu associatif et politique clame depuis plusieurs décennies, avec avancées certaines, la nécessité d’accéder à l’équité pour accéder à ce fameux #vivreensemble.

Cette semaine dans ma chronique radio eco/trends, je vous propose une revue économique des coûts de l’inégalité entre les sexes : le coût de la féminité d’une part et le manque à gagner pour le PIB mondial.

Parce que les chiffres ne mentent pas…

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