Through the Looking-Glass

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Is Google Glass the next disrupter, or are we becoming so saturated with technology that anything new would be refreshing? Glass is still in it’s early stages, having been released to a selected few only. For those of us who are less fortunate, here is a preview of what Google Glass looks like.

Though it has sparked widespread intrigue, Google Glass may not be quickly adopted by the mass markets. For starters, the display is not in the users field of vision. Second, who would want to be spammed with constant alerts and messages across their face?  Is this the future, as seen in Minority Report? Google Glass will retail at a whopping  $1500, with a waiting list that would make the iPhone 5 jealous. The real question is, what type of information do we want to become part of our daily lives, and are we prepared to become fully integrated with that technology?

Google is not the only company with this initiative. Corning, a specialty glass-manufacturing corporation, has shared their vision of incorporating technology into our daily lives, using glass as a new medium for their “A Day Made of Glass”. Other wearable technologies surging are activity-tracking wristbands (RFID), as well as temporary electronic tattoos.

Perhaps Google Glass is a jumping point for more innovative and simpler wearable technologies. For now, however, we’ll let the early adopters test it out… You won’t be looking like Tony Stark in the Iron Man suit just yet.

Do you think Google Glass will matter? Share your thoughts with Velocity! 

 

To Vine or Not To Vine, 4 Ways Your Brand Can Benefit

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As the saying goes, a picture is worth a thousand words (or $1 billion if you’re in the Instagram camp). But what could be more powerful than an image? Try a six-second video. Everyday more businesses are joining the Vine bandwagon to experiment with video content creation.

As consumer attention is saturated with emails, texts, and Facebook posts, companies are constantly finding new ways of creating and sharing content. Like Instagram before it, Vine allows for cross-platform integration, specifically with Twitter, which is likely another reason the new platform is being embraced by the business sector. This past week the Tribeca Film Festival not only embraced, but legitimized the status of Vine by awarding 6 Vines for their #6SecfFilms contest.

So, how should brands begin to create, share and promote themselves on this new social platform?

1. Show me, don’t tell me.

For B2C brands, this is the best way to showcase their products. Don’t pitch your   products, let consumers see and judge by themselves. Choose your approach depending on your customer. Urban Outfitters, for example, pushes new products and lines by creating hip and funny Vines, targeted towards their younger consumers.

2. The medium is the message.

Need to get a message across?  Video messages are certainly more impacting, engaging and interactive. With Vine, messages are kept short and simple while maximizing impressions.

3.Let consumers create content for you.

There is no better way to interact with customers than to bring them on board. Getting consumers to contribute not only aids in content creation it also helps make promotions more interactive and helps you visualize how consumers view your brand. Vine is a great app for contests and getting new and refreshing ideas.

4. Bring new meaning to old content.

Re-leverage your old video content with Vine.  The app offers a better way to share video content on Twitter, so brands can create short previews that link back to their original videos.

Is your brand on Vine already? Share your experiences with here!

The Weekly Absolute #8 – Over the Wall

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Marketers cannot just throw initiatives over a wall; judging themselves merely on: cost per lead, acquisition, or impression. Marketers must work directly with clients implementing various tools, technologies, products and processes to effectively “close the gap” between lead generation and company top line revenues.

The Weekly Absolute #2 – The Three Fs

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The Three Fs

Friends, Families, and Follows. “Return on Investment (ROI) for social…can’t be MORE social!” Q: What are your business objectives and how do they track against social media today? More friends, fans and follows is not a measure of return on investment (ROI). Social media is an “enabler” (of the objective) not of more social.