Last year, on a short Twitter exchange with Marc from Osocio on the subject of awards and social marketing, i replied:

We’re in the business of changing behaviours, not winning awards.

Fast forward to Cannes 2009, and on a great collaboration with the duo from StealOurIdeas.com, Osocio presents their draft concepts on how your brand should be used for the right reasons,

Every year hundreds of PSAs are done for the wrong reasons.
Help us to create social advertising that actually makes a difference.

The next time you catch a creative doing spoof work just to win awards, forward these concepts so he or she could get a few really noble ideas.

Photo by occhiovivo

Photo by Mark Busse

Photo by midnightglory

Photo by fensterbme

Photo by william addington

Photo by DHdesign

All pictures were selected from Flickr, under a Creative Commons license, so make sure you credit the authors if you use them.

Illustration by Matt Hamm under a CC License

Some highlights:

Don’t just talk at consumers — work with them throughout the marketing process.
The conversations consumers have with each other, result in “some of the most interesting insights,” including gift ideas for specific occasions, such as a college graduation, and the prices consumers are willing to pay for different gifts.

Give consumers a reason to participate.
Other companies provide more-direct incentives: cash rewards or products, some of which are available only to members of the online community. Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry

Listen to — and join — the conversation outside your site.
monitor relevant online conversations among consumers and, when appropriate, look for opportunities to inject themselves into a conversation or initiate a potential collaboration.

Resist the temptation to sell, sell, sell.
When consumers are invited to participate in online communities, they expect marketers to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community.

Don’t control, let it go.
“You have to let the members drive. When community members feel controlled, told how to respond and how to act, the community shuts down.”

Like it or not, the old way of doing (push) marketing is on its final days. Or has i heard yesterday on the Campus Party panel about Advertising and social media, your homepage is now Google.

Started as a intervention to transform daily environments as a reflection of their creative work, the duo started painting gaping holes and other objects on urban landscapes, reminding us that even the most forgotten object can be regarded as art.

The cat is out of the bag, now. After posting a comment and emailing Renova, the napkin and toilet paper company, and not getting any answer, it’s time to take a stand and share Agent Todd’s frustration.

As some of you know, i’m involved at the Urban Prankster group here in Portugal. Our missions are inspired by the collective Improv Everywhere, which you might know from the famous “Frozen Grand Central” viral video.
Some of the missions are pretty original, whilst others are inspired by advertising. What i wasn’t expecting was to find a blatant copycat done by Renova, with no attribution whatsoever.

The ripoff:

The original:

Renova produced this guerrilla marketing stunt, based on the original Food Court Musical, and didn’t bother to credit the music authors or idea creators on their video. Hey, they didn’t even bother to change the lyrics. At Renova’s corporate blog, they’ve already set the video to private (wonder why), but i’m posting it above, along with the original idea. Just because i care.

Will someone get Renova a napkin to clean this mess, please ?

The term hardlink is used by mobile industry to represent the connection between the physical world with the mobile web. QR codes for instance, allow users to capture the data and translate it into a URL.

Mobile technologies offered us multiple solutions to connect the physical to the virtual. And yet, we seemed to forgot one of the most widespread form of these connections: the URLs printed in ads, on the back of business cards, displayed in TV commercials, even in our own skin or landscapes.

Photo: Christian Johannesen, under Creative Commons License

… to softlink

Shortening the description of “URLs used in offline promotion” i’m calling them a SOFTLINKs. They are indirect hyperlinks between a physical object or media and the web, with the intent to create a future recall on the consumer and induce him to visit the website. Hyper-graffiti, call-to-action or content traps, offline URLs have a increasing importance in a brand’s image.

Do you remember the URL?

So what’s in a softlink? What’s the effect of placing it on your marketing materials? Do people actually remember it?

According to the The Magazine Publishers of America and The Newspapers Association of America, they do.

• Offline media perform well in driving web traffic and search, with media sinergy being a strategic asset. Ads with URLs are more likely to drive readers to advertiser sites overall, with study subjects 13% more likely to visit advertiser websites.< br />
  MPA, Accountability Guide

• 47% of people who responded to a newspaper ad by going online went directly to a URL they saw in the advertisement, but a full 31% chose to use a search engine (overwhelmingly, Google.com).
  NAA, Newspapers drive online traffic

Source: Clark, Martire & Bartolomeo and Google study for NAA, Newspaper Drives Online Traffic, PDF

Not only do these studies highlight the importance of a web presence, but there’s a sweet irony in being print associations to reinforce it.

While a web presence is obvious to big US centric companies, many small businesses are yet to get their URLs and companies in developing countries are still looking for the right way to build their web strategy. It’s still quite ordinary to find small business owners that don’t realize of the web’s importance on the purchase funnel, so these reference studies should help broaden their minds.

Keeping your customers URL happy

It sucks when reading a newspaper article and realizing you can’t bookmark it for reference or later review. Perhaps that explains how the Amazon Kindle is performing better that expected. Or why QR technology is booming, even if it’s mostly used as a hack to insufficient advertising real estate and excuse to accountability..

Photo: Chika Watanabe, under Creative Commons License

When creating an offline media ad, it should be taken in account that people do take mental URL notes for later reviewing, so let’s keep their task simple. A memorable URL is even more important offline, and from big brands to small business, it has become common practice.

It’s my opinion that prefix subdomains should be used only if there’s a clear need to reinforce the brand name. Web aliases and brand/campaign domains are much better way to insure a later recall (heck, they’ve got less dots).
As for the long, long URL, with dozens of query parameters, don’t do it unless you invested in some heavy SEO. You’d better use URL shortening services like TinyURL, that now even allows a custom alias (altough i never seen it offline).

I know unique names are hard to get, and with all that cybersquatting around (now with the new ICANN brand TLDs), it’s a legal and brand manager nightmare, but if you want your consumer share of mind you have to play the game.

Softlink like Adwords

The next time you need to choose a softlink for offline promotion, do it like you’re optimizing for AdWords, with some of their performance tips:

• Choose an effective keyword: that means find a short, distinctive and sticky domain or alias
• Make your URL bold: don’t put it a 7pt size, near the footer, in a 2 frames sequence or whisper it on a radio spot.
• Avoid the use of similar or confusing character sequences (I and l, or example). ALLCAPS is a bad idea, but you could try Camel case for a change.
• Target your softlinks by using several matching options: i wouldn’t go as far as Converse did recently by using dozens of URLs in a campaign, but registering similar domains, synonyms or type mismatches are all valid domain options to consider.
• Optimize your softlinks with a focus on themes and call to action phrases: That means that sites like GetTheGlass.com or halo3.com/believe should be awarded also in this category.
• Include prices, numbers or promotions. It doesn’t get closer to direct marketing than this: audi.com/R8.
• Use your powerful brand name in the softlink. If your brand isn’t there yet, you could try your luck with some unique domain names, like this one
• Drop the http:// and the www. Your users are not that dumb, and your webmaster should know how name servers work by now. Save a few keystrokes, save the ad.

With this info and tips, go ahead and spread some softlink love on your next campaign.

So how about turn that into a good action, by placing The Braille League number on the first slot ?
And so the award winning campaign “A Blind Call” was born:

• Add “A blind call” as a contact on your cellphone (contact = A blind call ; number = 070 22 22 30)
• If you accidentaly press your address book, that would be the first number
• You no longer would bother Adrian, Alan or Armando – thanks, anyway! – but rather contribute to solve blind people’s problems.
• The call ends after 30 seconds with a maximum toll of € 0,75 *.
• The campaign is live until 31/12/2008

Thousands of people made a blind call, and the much awarded campaign had a surprisingly large coverage in media. A great use of world’s largest platform for a good cause.

This entry was cross posted from Osocio.org

From the same show, Doc Searls speaks about the origin of Cluetrain.