MOUTH IS A COMMUNICATIONS AGENCY
That focuses on ideas for the digital age and beyond.
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We worship innovation, are obsessed with strategy and have a deep understanding that genius is born from the amalgamation of both.
Saying 1000 words in 140 Characters or Less
Yesterday, Mark Zuckerberg revealed the purchase of Instagram by Facebook, marking a turning point for social platforms, causing a stir among media moguls and social gurus alike. After announcing 1 million downloads in the first 12 hours following the release of Android and tablet applications, and recent API opening to Hipstamatic, it seems that it has no plans of slowing down its social monopoly. The question remains – How has Instagram gone from 0 to 60 so quickly, and will it face problems in the near future as more and more users jump on the bandwagon and now that Facebook is in control?
The answer to the former is simple, in fact, it actually is the simplicity and instant gratification of the app that has so many users going gaga over their iPhones. With social sharing functionality built in, Instagram serves as an add-on to other platforms rather than a replacement. Other speculation of its success comes from the "140 characters or less syndrome." Frankly, it seems that users are tired of mundane status updates, and are left wanting more. Not to be overlooked, privacy issues continue to have many leaving their Facebook pages to collect dust, and constant changes in the platform leave less-than-savvy users frustrated.
While iOS complain as the app's exclusivity comes to a halt, this means great things for the platform and for marketers. Users love receiving insider information, and this is exactly what Instagram provides, in addition to solidify branding and original content on a social space other than Facebook or Twitter. Take a look at the undeniable growth of Pinterest, for example – It is simple, clean, and image-based, not to mention that it is, like Instagram a far cry from any image sharing platform we, as users, are used to.
What will come of Instagram now that it is in the hands of Facebook, and has been released to the masses? We believe that it will continue to evolve in its own right, though we don't forecast severed ties with its predecessors anytime soon. While Zuckerberg claims that it will not be absorbed into the Facebook conglomerate, and we hope that this is the case, we also hope that the merge will resolve some integration troubles between the two. Are we looking forward to seeing overly-saturated, meticulously tilt-shifted photos of friends and family all over our News Feed? Absolutely not, but we would like to see more opportunities for brand partnerships and API integration in the near future. Additionally, as its user base continues to grow, we're sure that the demanding public will have some new suggestions for add-ons and ease of use, opening a new door of opportunities.
What do you think – will Instagram continue to thrive under the ownership of Facebook, or will it be overtaken by the next big thing?
-Stephanie Kruzick
— No comments yetHarnessing the Power of Social Bookmarking
From Twitpics and Tumblr to Instagram, the conception and evolution of photo-sharing platforms has allowed the socially savvy to broadcast our lives to the world. Social shopping, the latest trend to hit the web is making a splash by bridging the gap between brand marketing and the public.
A more interactive and aesthetically-pleasing relative of social bookmarking old-timers like Digg and Del.icio.us, newer sites Pinterest and Svpply allow users to curate lists of their favorite things, aggregating from third-party websites, personal uploads or friends.
While these sites aren’t showcasing particularly new or innovative concepts, they do utilize several small tools that their predecessors did not, including photographs, organization, increased sharing functionalities, and ease of use. No longer are users bookmarking items solely for personal use, but they are also sharing with friends, broadcasting their tastes via photographs and captions, now packaged in an aesthetically pleasing way.
As for brand benefits, not only do these platforms allow content to be seen by a multitude of new audiences, but also utilize simple linking tactics to increase site traffic and SERP rankings. Because these sites crowdsource information from all users, the brand is treated as and acts like any other user, helping to avoid a constant sales pitch feeling to a brand’s page and content, as well as humanizing the brand, enhancing their digital personality.
Though Polyvore remains the most widely used and unique form of social shopping, Newcomer Pinterest has attracted the likes of Nordstrom, The TODAY Show, and Marie Claire’s Nina Garcia who have already taken advantage of the platform. Additionally, brands including Net-a-Porter and Bottega Veneta have begun to curate content on Svpply, steadily gaining a following on the site.
Editors Note: The instant gratification that ensues after posting an item may make you an immediate addict.
-Stephanie Kruzick
— No comments yetHuman Digitalization
The line between the digital and non-digital world is blurring. People can now be physically connected to the internet through body manipulation. Ballantine Whiskey’s recent campaign, Leave an Impression, involved an online, live Facebook stream of an animated tattoo in the making. The tattoo artist, Karl, simultaneously designed the tattoo while taking suggestions from fans he was communicating with through a live Facebook chat. The fans told Karl what colors to use and when more shading was necessary. The tattoo also had a code that when read by a mobile phone barcode reader app like NeoReader, linked it to a site that had an animation, which completed the tattoo.
Fellow tweeters in the Twitter community also voiced their tattoo design opinions, through the ‘Making Empathy Permanent’ campaign sponsored by the Social Tattoo project. By tweeting their opinions on which worldly issue would best be inked, the tattoo was determined. Volunteers received tattoos of global crisis issues based on which issue received the most tweets. The Twitter community voted by tweeting their most important issue, such as Hurricane Katrina, with the hash tag #socialtattoo to the account @social_tattoo.
Embedded digital tattoos detecting internal blood levels is another way people are linking their bodies to digital devices. This tattoo can tell the wearer what and when medication needs to be taken and even when they are dehydrated. The iPhone can then be used to read the color shift and translate the results into data.
Social media platforms and digital devices are evolving past means of communication towards a real physical and mental bond. Which means we may see the concept of humanity relying more and more on digital capabilities. True human digitization may be closer than we think.
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The #SocialGood Generation at the #140Conf
When we walked into the 140 Character Conference at the 92nd Street Y last week, we were met by the giant image of Deepak Chopra’s head projected in the auditorium. Chopra, a mind-body celebrity guru, was speaking to the audience via Skype.
“Technology is agnostic,” he explained as we found our seats. “We can create all kinds of havoc with it…the future is dependent on us.”
The 140 Character Conference in New York is a meeting of the minds for Twitter–similar to Ted Talks, but an express version. Dozens of Twitter superstars had 10 minutes on stage to enlighten the audience of the impact they’ve made with real time internet. There were spiritual thought-leaders, like Chopra, as well as people who just love sharing their interests, like "Sneakerheads."
The influence and potential of Twitter cannot be overstated. In a universe in which Charlie Sheen can aquire millions of followers within hours, it was reassuring to hear the entrepreneurial minds who are using that power for good.
Later that afternoon, the Lupus Ladies of Twitter took the stage. The group was made up of women (and one of their mothers) living with lupus, a devastating, perplexing autoimmune disease. Watch the inspiring, emotional video of the panel here.
Christine Miserandino, a member of the panel, is the blogger behind ButYouDontLookSick.com. The site has an impressive following among a burgeoning community of people with autoimmune diseases who have taken to social media to find commiseration, empathy, and ultimately a cure for these mysterious but debilitating diseases.
“You need to help people, when they need help,” Miserandino explained, “not when you feel like helping them,” describing Twitter and the real time web as “the 24/7 support group.”
The whole point of social media is to connect. True–for some people that means trading funny cat photos or fawning over Justin Beiber, but those connections can also turn into a life-changing experience for people who feel lost, lonely, or just need inspiration. And that's what we love about the community of social media.
— No comments yetBlizzard Art
SnowMyGod! The weather is frightful up here in New York City, and we’ve got a few hundred tons of snow to prove it. But there’s nothing we love more than turning a mess into something creative.
Brooklyn artist Michael Arthur saw more than travel delays and soggy boots when he looked at the mounds of snow piled on the sidewalk. He downloaded photos on his iPad and drew over them, using the snow as a canvas.
And filmmaker Jamie Stuart, the self-proclaimed “Idiot with a Tripod,” shot this gorgeous montage of winter scenes in the city. He emailed the short film to Roger Ebert (yup, THAT Roger Ebert), who said, “This film deserves to win the Academy Award for best live-action short subject.”
It almost makes trudging through the slushy puddles a little bit poetic. Almost.
— No comments yetIt’s a Jungle Out There
Unless you’ve been underwater for the last 72 hours, you’ve witnessed the media explode with coverage of the iPad’s release “into the wild.”
For those of us who weren’t lucky enough to try out the latest gift from Apple first hand, gadget blogs and amateur Twitterers alike expounded on the strengths and weaknesses of this little modern marvel.
We shouldn’t have to tell you how cool this thing is—the genius of its portability and sleek design is enough to forgive its somewhat unfortunate name. But you might wonder, how could Apple make something that was anything less than amazing?
Some marketers may have a word or two to say about that. As MarketingVox pointed out, there are some potential holes in the iPad’s integration into the media jungle:
-No Flash. This is a biggie. Lots of ads won’t be visible, and even if advertisers catch up with HTML5 quickly, there’s no way to track responses.
-No multitasking. In a world where we drive while putting on makeup while on a conference call while texting friends while doing a sodoku, how do they expect us to cope with running only one app at a time?
But thank goodness, Google comes to the rescue–AdWords will include the iPad as one of their trackable mobile devices, so we won’t be completely thrown off track.
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