#TheStream – Issue 24

Batten down the hatches, it’s time for #TheStream.

Peter Gabriel Crowdsourcing ‘Sledgehammer’ Video Remake

Remember the music video to ‘Sledgehammer’? Well to help Peter Gabriel celebrate the 25th anniversary of his album ‘So’ he is asking his Facebook fans to help him recreate the video.

Using the ‘Grab Your Sledgehammer’ app on the Peter Gabriel Facebook page you can choose which section you want to recreate, upload from YouTube and choose your favourites out of those already submitted. The end result will certainly be very interesting!

Oh and if you are too young to remember ‘Sledgehammer’ wrap your eyes and ears around this:

Catchy no?

Continue reading

Volume vs genuine engagement

Nominations to the Social Brands 100 were crowdsourced on Twitter. So the type of brands nominated reflect the opinions of anyone who engaged with @socialbrands100 during the process.

Our first ranking includes a diverse range of brands ranking highly, including the multi-national and social powerhouse Dell and enterprises made up of no more than a handful of people like Muddy Boots Foods, and all the others in between.

We believe that being a social brand doesn’t mean being a big brand, rather one that sees social as a commitment, not a campaign. That’s all well and good but when evaluating levels of social engagement, how do you compare apples and oranges or in this case, a Social Media Control Centre to a twitter handle?

Our way round this was to normalise volume of interactions by each brand. This meant dividing the number of social interactions we identified by the percentage size of the brand’s community. As a result, Virtuous Bread scored as highly as Coca-Cola.

It’s been really nice to see the positive reaction from people spotting these smaller brands on the ranking, and we hope it reinforces the notion that it is quality not quantity of engagement that matters.

We are still in the pioneer days of brands engaging in social. This ranking demonstrates that many realize the business benefits of doing so, but ‘going social’ isn’t something a brand can do overnight. Brands need to understand their own identity, and have a moral centre to their purpose shared by those that represent them. This is perhaps an easier goal to achieve within a smaller business, but we believe it’s an essential element to all social brands.

Jen Welch

O2 crowd sources product testing

O2 have a great presence on Twitter, regularly engaging with their followers, so it came as no surprise to us that they have decided to crowd source some of their product testing to bloggers.

Last week O2 tweeted out this simple message:

We’re looking for some bloggers to help us test a new product. Want to give it a go? Drop us a line with your blog URL please!

O2 clearly see the potential that their followers can offer them by crowd sourcing their product testing. Of course, O2 isn’t the first brand to use crowd sourcing for product development, earlier this month we saw Vitamin Water crowd source new flavours through social networking site Facebook.

This is exciting stuff; At headstream we have try to encourage the brands we work with to engage with their customers as much as possible, and we’re proud to say that clients such as Activision are getting it right, engaging their fans through Twitter and Facebook on a regular basis. We hope to see more big brands take the plunge into the social media waters, rather than just dipping their toes in!

Twitter crowdsourcing, promotion and user generated content

The following is an example of the Twitterati engaging with their followers and crowdsourcing ideas for a completely transparent and viral promotion…

Jason Bradbury @jasonbradbury is a respected UK TV presenter and children’s author and well known for being the presenter of Five TV’s The Gadget Show where he tests the latest kit in the most perilous situations.

Most recently he has been testing the Samsung i8910HD phone as part of the blogger/Twitter campaign managed by Headstream.

Because Jason is very interactive on Twitter it made perfect sense for him to engage with his Twitter followers and give the phone away by crowdsourcing for ideas on how the promotion should be set up to win the handset.

On Tuesday 4th August 2009 Jason tweeted:

@jasonbradbury: I’ve got a Samsung i8919HD phone to give away! FREE! I want ideas for Twitter/my blog 4 how to give it away!?

Following this tweet Jason was then contacted by many of his followers with ideas and suggestions, but both Jason and Twitter did not come to a conclusion, so he communicated with Twitter that he will be back the next day to discuss.

 On Friday 5th August 2009 Jason then arranged with followers to be around at 1pm so that they could communicate with him and he could crowdsource ideas:

@jasonbradbury:.. So come on then :-) ideas for how I should give one of u lot a new Samsung i8910HD. It was given to me and I thought I’d give it to u :-)

 Again Jason received a huge volume of responses to this with creative ideas with the central theme of dead/old phones being the dominant theme.  Jason then tweeted:

 @jasonbradbury:.. or how about #ZombiePhone. I pick from the best #ZombiePhone images of you acting like a living dead next to your old, dead phone?  

 The Twitter community then provided their input into the #ZombiePhone promotion and a couple of responses from the hundered supported this idea:

 @sarahjane365: #ZombiePhone I think I would win since I have about ten old dead phones in my possession

@madgerald: Love the #ZombiePhone idea

 This Twitter crowdsourcing helped cement the competition mechanic for Jason:

 @jasonbranbury: Your ideas rock – but I like #ZombiePhone. So here come the rules of the competition!!!

 @jasonbradbury: #ZombiePhone. 1) Free phone to best pic of undead phone & user 2) use hashtag 3) I pick my fave 9.30am Monday 10 Aug.

You can follow the engagement around the #ZombiePhone competition with some really creative user generated content up until 9.30am GMT on Monday 10th August.