May 11 2012

The “enchanted era” is a French expression (originally, “la parenthèse enchantée”), describing a period of some twenty years between the 60s and the 80s. It started with the invention of the birth control pill. For the first time in history, women gained control of their own bodies and could actually choose if and when they would get pregnant. The effect of women’s emancipation and the resulting sexual revolution went far. They altered societal values like the nature of relationships between men and women and even of working ethics (in the context of a continuous economic boom). Later, the spread of AIDS in the 80s and the rise of unemployment, brought an end to this careless period, one which brings up nostalgic memories for those who lived through it. A similar kind of an enchanted era is about to end on the Internet.

The enchanted digital era started when the one described above came to an end. It all began in the 80s when corporate computing made its first steps, pioneered by IBM. This was also the time when Apple introduced its first microcomputer, and Microsoft presented its first personal computers. At this point in time, the Internet was only used for military applications and for scientific research.

During the 90s, computers first became a consumer good, now available to the wide public. Suddenly, the word “computer” did not only infer a gigantic mainframe machine, but there were new forms out there, such as the micro-personal computers, or simply PCs. IBM was pushed aside by Microsoft, which equipped (almost) all its computers with its newly-developed operating system, known as Windows. Yet, the software world was in need of much more significant investments than those made by a few pioneers. As for the Internet, it remained an experts-only arena, although at this point the Web already existed, with emerging products like Netscape. Even the first personal assistants, such as Newton and Palm, had already made their first appearance in the market.

The first decade of the 21^st century is the one which sees the reign of the Web. Google replaces Microsoft as the market leader (although the latter’s Internet Explorer continues to dominate the field of browsers) and the enchanted digital era begins: the Web is now based on solid foundations; on technologies which are widely accessible. A new virgin land is found; a territory with no entry barriers. The fact that (almost) anyone could create a website or launch a service created a startup frenzy, with Facebook standing out as the Web’s greatest success story. Apple comes back from its ashes, although its online services (like iTools, Dot Mac, and MobileMe) were still far from anything spectacular. Indeed, the burst of the dot-com bubble, and the 9/11 attacks that followed, slowed down the development of the Web. Yet, it was this decade which brought about an unprecedented wave of creativity, none of which would have been possible if it weren’t for the anarchic and decentralised system of the Internet.

Today’s landscape is again somewhat different. The 2010s will probably be remembered for the extensive use of mobile devices, smartphones, and of permanent Internet connection. The Net is now dictated by several giants who set the rules and impose them on all others. Google, along with its various services, remains the undisputed master of the Web. It is thus absolutely imperative to take into account the complex algorithms of this giant search engine and its way of prioritising digital information – in order to exist online and remain somewhat relevant. Facebook became a daily activity for hundreds of millions, thus having a great impact on our social interactions (like the disappearance of anonymity). Anything is now allowed… as long as you follow a few basic guidelines.

Apple did not only make a brilliant comeback; the company developed an entirely separate “ecosystem” of products which speak their own unique language to one another. It is thus impossible to put forward a new application or a podcast on the AppStore or iTunes without surrendering to the Apple hegemon. In sum, the aspiration for total freedom which prevailed during the dawn of the Internet has been replaced by a rather codified environment, one which is much more predictable. And yet, perhaps this is a necessary price for having large enterprises invest in interactive media and turn the Internet economy into a perennial one.

Of course, there will always be room for smart innovators and entrepreneurs who will introduce new products. But there is a long way to go until such new players could challenge the existing hegemony of the big ones. The latest success stories of startup companies prove exactly that. Zynga and Playfish were both entirely designed to fit the Facebook ecosystem. Angry Birds is an AppStore creature, and YouTube was very quickly caught into the world of Google. An important trend in the history of new technology is thus facing an end. Is this good news or bad news? We’ll find out soon…

 

*Translated from its original version in French

May 7 2012

How do you take an abstract and complex topic, such as the contribution of the eco-industries to the European economy, and turn it into a viral clip? This was the challenge, posed by the European Commission to Emakina.EU, member of the Emakina Group, specialising in communicating the European institutions. The goal was to promote “Eco-innovation”, a programme run by the Executive Agency for Competitiveness and Innovation (EACI), supporting private initiatives which have a positive impact on both the environment and the European economy.

The great level of trust we gained from the client allowed our creative directors to explore new concepts, off the beaten-track of the typical “institutional” clips. Their idea was to “personify” the themes of environmentalism and economic activity in the form of two dancers.  The artistic interplay between the dancers metaphorically expresses the synergic potential of the two fields.  It was meant to rebut the misconception that environmentalism stands in the way of economic growth and show that the two can in fact enrich one another.

The clip was produced entirely in-house by Emakina.EU, including its original soundtrack music. In order to develop the concept and properly illustrate the relationship between the dancers, it was decided to produce a clip which lasts over two minutes, long in today’s standards of viral clips. The video will now be disseminated on the most popular social media,  targeting potential entrepreneurs who may be eligible for an EU grant.

 

Apr 25 2012

It’s been a few years now that the terms “food porn” or “foodography” have been used in culinary contexts. This new jargon was born in the United States but later expanded into Europe. First, let’s be clear: it’s not about pornography. Food Porn has nothing to do with the art of individuals exposing their bodies in front of a camera!

 

 

The concept originates from social changes that took place over the past generation. Cooking is above all a way of passing on a cultural heritage, often one that runs through the family. The redefinition of societal values during the 70s and 80s created a cultural deficit which deprived an entire generation of its own gastronomic heritage.

Logically, the Internet quickly filled this gap, becoming a new platform for sharing culinary know-how. Cooking blogs, typically maintained by passionate self-taught cuisine experts, have thus been multiplying, turning certain bloggers into mini web-celebrities. At a time when service providers are becoming cultural heroes, a manual activity like cooking is at the spotlight.

It’s all about sharing. We often associate cooking with love or affection. Several phases in the cooking process are important: there’s that of passing on the knowledge as mentioned above, then the creative part, and finally the actual action. But the moment which is mostly appreciated by those who sweat above their stoves is that of the feedback, of offering commentary. Cooking is a way of putting oneself at the forefront, of seeking recognition. TV shows like MasterChef or Come Dine With Me joined the online trend, bringing the commentary addiction to a new level, due to the competitive component, as well as the reinforced attention to food aesthetics.

Socials networks now allow any cook to share his or her activities with audiences larger than ever before.  Such “Foodies” (or cooking amateurs) have thus also become photographers, cherishing their work in pictures in order to later share it with followers and friends; a habit which is now known as “food porn”. The term was originally used to describe quasi-erotic TV commercials which presented food (often vegetables) in a sensual way.  Nowadays, the term “porn” can be found in various contexts, often describing a mix of images, meant to lure viewers towards a certain topic (architecture, automobile, etc.).

The more visually attractive the picture is, the more tempting its object becomes, and the more it will generate feedback and comments on social networks. In an era, known for its documentation of our almost daily existence, photography has become an image-based conversation tool.

In 1825, French gastronomist Jean-Anthelme Brillat-Savarin wrote: “Tell me what you are and I shall tell you what you eat” (which later evolved into the popular Anglo-Saxon idiom of “you are what you eat”). Things haven’t changed much since the time of Brillat-Savarin. Presenting in images what we eat is the new digital way of presenting oneself, of telling our story. The time when we eat makes up an important part of our daily lives, thus with three meals a day, food is a major part of our existence.

Mobile technology allows anyone to take a picture, share it, and comment on it. The wide spread of high-quality digital cameras plays an important role in this trend, well understood by brands like Nikon and Canon. Most of their models now have a “food mode” feature for optimising the quality of culinary photography.

Social platforms like Instagram or Pinterest are sometimes seen as the El Dorado of some (very) amateur food pornographists. Users’passion is often so great that it sparks mockery as illustrated in this “Read Write Web” article. Indeed, with Facebook pages such as this, it is hard to deny the article’s criticism… Sharing a picture of your pale ham and eggs from last Sunday is like thinking that your holiday photos resemble the Swimsuit edition of “Sports Illustrated”.

The most commonly-shared food pictures on social networks are desserts (18.3%) and vegetables (17.8%). High ranking of desserts can be explained by their aesthetic looks and colourfulness.  Vegetables, on the other hand, have become a symbol of a healthy lifestyle, a trendy concept on its own.

Different motivations drive the picture sharing of home-made versus restaurant-made dishes. The former satisfies our need to be recognised for our skills, also known as the “IKEA effect”, wanting to share all our “I-did-it-myself” items. The latter, however, celebrates our individual’s capacity of being a “discoverer” of the best eateries, using photos as “proof” on social recommendation platforms. Many mobile applications are currently riding this trend, including Foodreporters in France and Foodspotting in the US. The fact that consumers prefer their peers’ advice over those of brands or institutions is creating an earthquake in the world of food guides. While many of those guides try to join the digital revolution, brands like Michelin or Gault Millaut are the first to pay the price for the rise of food porn.

 

*Originally written in French by Théo Saulnier for the Emakina.FR’s blog.

Apr 13 2012

Who will be the last survivor in the Wild West (or rather south east…) of Brussels? We’ll know in a few months because a GOTCHA murder game will be launched next week among Emakina’s Brussels-based employees. From next week on, everybody is a potential killer!  So be vigilant…

What’s the game all about? Well, it’s rather simple. Each employee will receive the name of their target victim. “Killing” is done by spraying a tiny bit of water over her or him. Small syringes will be distributed to help us amateur killers do an elegant job. If you are able to wet your victim with NO witnesses watching, you succeeded. Your victim’s (failed) target will now become your next, and the game continues until there is only one person left. She or he will off course gain eternal fame and will forever be remembered as Emakina’s Jack the Ripper. And oh yeah, for us “material girls” out there, don’t worry! The winner will also get a nice prize to enjoy while resting on her or his laurels…

Impossible to know at this point how long the game will last or who will turn out to be the best shooter. Nothing is certain here! The only thing we know is that if you hear someone shouting “GOTCHA!”, there is one competitor less. And you can only hope it isn’t you…

Let’s play!

 

Mar 27 2012

It’s not easy, knowing that we were yet again winners of such distinguished prizes, and to have to remain silent about it… But now that the organisers of the Internet Advertising Competition (IAC) gave us their OK, we can proudly announce: we did it; Emakina won two IACs this year!

Our first prize was for the “Test-Achats 50 Avocats ” campaign, under the Best Magazine Online category. The original campaign was supported by social media activities and a viral clip on protecting consumer rights. It generated a record number of citizens engaging with the organisation, thus making it more relevant than ever before.

We also won the Outstanding Website award for Belgium Rollers’s new home page, designed by Emakina. Thanks to its original funky characters and marvelous design, the website presents to its visitors the fun urban universe in the Roller Parade spirit. All that’s left is scrolling and clicking around this dynamic website in order to learn about the event!

 

 

 

Mar 26 2012

Clinique, the American cosmetics brand, famous for its allergy-tested products, has decided to engage with its clients differently. Its recent campaign, titled “3 Step coach”, uses a specially designated online platform for this purpose.  Clinique invites users to register as “coaches” on a Facebook Connect application, designed and developed by Emakina. Once registered, the challenge is on. Their goal is to invite as many friends as possible, and then share information on Clinique products as well as their personal experiences with them. Coaches are awarded with “badges” for each successful invitation or item they advertise. They become official “ambassadors”, after having collected a total of seven badges.

 

 

During the course of one year, all ambassadors receive Clinique products, corresponding with the experiences they write about. They are also treated with a personal coaching session, offered by an official Clinique expert. This experience will guide them on how to best match their skin types and needs with the most appropriate Clinique products. Friends of the ambassadors, who follow the activity online, get a VIP treatment as well! They each receive a three months products supply and the opportunity to join their ambassador during the one-on-one coaching session.

The “3 Step coach” application is unique in communication on beauty and cosmetics. Clients interact intensely with the brand, and deepen their knowledge of its various products. Furthermore, this campaign, covering 8 different European countries, was adapted to in the various languages of each local market.

 

Mar 21 2012

A panel of experts, specialised in developing the “perfect apps”, presented at the Mobile Forum to an audience of marketers and product managers. As eloquently put by the organisers, “mobile applications have become the holy grail of one-on-one marketing”. The event’s aim was thus to put together those behind the best practices in mobile applications. Among the presenters was Emakina’s Head of Digital Applications, Michaël Totta who spoke of ways to turn an iPad into a “lead generation machine”. His comments and insights were greatly appreciated by the audience, who was eager to learn about the great potential of this exciting new medium.

 

Mar 16 2012

The European Commission has picked Emakina to promote the importance and benefits of energy efficiency.   An Emakina-produced video clip, released today, illustrates the European Union’s objectives and upcoming regulatory measures in the energy field for the next decade. It also offers viewers concrete and practical ideas on how to reduce their energy consumption. In doing so, the video addresses both private-household consumers and large corporations in presenting future energy saving technologies.

 

Click here to view the full version of the video (4’32”).

Mar 6 2012

In short, no. Surveys, published earlier this month by SodaHead and CNet, show that the vast majority of users do not appreciate the new Facebook interface and that they miss their good old Walls.  But this doesn’t mean that brands should refrain from switching to the Facebook Timeline. For a start, they don’t have much choice. As of the end of March, Timeline will become mandatory for all Facebook Pages; so instead of complaining about it, marketers should better yet learn how to make the most out of it. This article will help you prepare to the Timeline tsunami right before it hits your brand!

 

 

 

Let’s start with the good news. With its new ’cover-picture’, Timeline is much more design-oriented, allowing companies to visually express their brand identity, using a logo, a product, or a personality. Moreover, the chronological nature of the Timeline facilitates a very rich presentation of brands’ histories, especially for those that have been out there for quite a while. The ability to dig out some old information made many individual users uncomfortable, yet, on the corporate Page level it has great potential. The New York Times and Manchester United, for example, use Timeline to tell their stories, dating back to the 19^th century, in a very compelling way. Even younger brands can still use the Timeline to illustrate their major milestones like launching a new product, issuing stocks, or winning a prize.

In comparison to the old Facebook Wall, Timeline is also much easier to administer, featuring new options to enhance communication with clients. It is now made possible to respond directly to private messages without having to alternate among various pages. In order to distinguish between the various posts, new Timelines features allow ‘pinning’ a post so it remains on top or ’starring’ it for a double-wide appearance. At least as important is the improved Activity Log, featuring analytic tools which allow much more strategic use of social media.

But your marketing strategists are not all going to fall in love with Timeline. They might very well complain and rightfully so. Their biggest concern will be the fact that, unlike Wall Pages, Timeline Pages do not allow setting a customised application as the default landing tab for non-fans. This was an extremely popular feature for promoting special content like coupons or contests. Without this feature it won’t be as easy to reach the same numbers of Likes or email subscriptions. On the other hand, to make things somewhat less gloomy, only 10% of Page traffic is generated by the default landing tabs. The remaining is owed to published links and ads which, of course, still play a central role on Timelines.

Despite what Facebook officials may claim, Timeline was designed for individuals to share their stories; it was not intended to serve as a marketing tool. Certain marketers may see this is a challenge, conflicting with their brand philosophy. Yet, brands too have their life stories to tell. The new Timeline interface will make their stories come through as more personal interactions than the traditional brand-consumer relationships.

The new infrastructure should thus change the way you think of your Facebook Page. Instead of message-board-like Walls, use Timeline as a means of viral communication.  If the Wall’s purpose was to serve as a destination point of as many users as possible, Timeline sees itself as a communication station, from which users can spread ideas by sharing them with their friends.

Think of Facebook as your brand’s online reality. When you decide to have a baby, you know you won’t bring her or him into a perfect world. Yet, you do your best to give your child the best tools to succeed in life. Timeline is no perfect either; in fact, it’s quite far from it. But if you do a good job in preparing your brand to its digital life, chances are it would mature into a popular and successful Page. Facebook is big enough to redefine social networking every time Mark Zuckerberg has a bad hair day. It is up to your strategic planners to adapt and learn how to leverage the new Facebook whim.

 

Feb 10 2012

Clinique, the leading American brand of dermatologist-developed cosmetics and its digital agency Emakina once more offer a nice surprise to beauty lovers. Clinique introduces its new tool for women, that helps them select the best suited foundation for their skin type. Each beautifully crafted Clinique skin care and makeup product is allergy tested and 100% fragrance free.

 

 

The website allows users to connect via their Facebook account. Once the visitors provide access to their pictures, the Clinique ‘advisor’ asks two quick questions about their skin type and possible makeup problem. The answers help to define the perfect foundation, matching the different characteristics of each beauty. The tool now proposes the ideal foundation solution, together with a beautifully adapted picture, adjusting contrast and light, and nicely framing the result in a real star lodge setting. The ‘star photo’ offers a glimpse of the beauty effect the correct foundation will create.

This original campaign already proves to be a great success, with over 3000 registered participants. Clinique’s pages on Facebook for the Netherlands and Belgium have already attracted more than 18.000 members, making it a real beauty forum. Clinique believes that every skin can be great skin. The new tool is once more a new step towards that goal!

 

Nov 17 2011

Translated from the article by Théo Saunier, Emakina.FR

Gamification was one of the “buzzwords” of last year and it is becoming a new important reality in communication. The concept refers to the integration of mechanics from the gaming environment – especially video games – in other areas. Brands can use it to engage with their consumers in an attractive and accessible way. So it seems useful to evaluate the value of this technique and put it to work.

The aim of gamification is to facilitate online actions of individuals, by reducing barriers. The approach makes the process less painful, more playful. It can also establish positive reinforcements, of a physical or a psychological nature (“rewards”).

 

 

Good examples are the use of countdown timers, to create a feeling of urgency, the introduction of progress bars, “levels” or “experience points”, to build customer loyalty. Other tools are the possibility to win badges and the creation of a classification. This is a smart way to reward, to create social value and to foster a spirit of competition.

It is obvious that in a smart marketing approach, it is better to provoke an active contribution from the consumer, instead of keeping the contact passive, because it implies a real experience, a mental and/or physical commitment with the brand.

So it’s not surprising this phenomenon emerges everywhere and especially in the context of relationship programs. Since 2009, Starbucks has “funned” its Starbucks loyalty card. The client first creates an avatar. Then his purchases allow access to “levels”, while being rewarded with reductions or small benefits.

The best example of a gamification loyalty program still is is Monopoly McDonald’s, with both short and long term benefits for the players. They  used a form of gamification before the term was even invented.

What is the emotional benefit for the consumer?

Video games tell a story and provide a challenge to the player; they are generators of emotions. A good game – and by extension a great gamification – must have the right balance between competition and rewards and at the same time  use the logic of storytelling. There is no challenge in the act of buying the same product several times in one place and that experience does not tell a story either.

This means we must ask the question what action we want to ”gamify”. And the answer has to make good sense. For a sports brand, it’s simple: the action is to play in a sports context (and not just to buy a pair of sneakers). Nike has fully understood the idea. With its Nike Grid operation it turned London into a playground. And with the Nike+ mobile app. is also created a rich and fun running experience. For a household appliances brand, the process is more complicated. You could imagine a badge or a reward “+15 points for Best Father/Mother”, for having done the laundry for the whole family, but a parent will expect the recognition to come from from the other family members, not from a brand.

 

 

in any case, we must not forget that playing is essentially a form of socialization. The Nike+ application allows you to add a relational dimension to a mostly rather solitary activity (running), by offering the opportunity to share performances on Facebook and Twitter.

Gamification makes sense when it offers  a “quest” and when it is social

Richard Bartle is one of the first researchers to have examined how online “massively multiplayer” games affect the behavior of individuals. During his work, he observed four types of players. He believes that “Socializers“, who play primarily with a relational and social perspective, are the overwhelming majority (80%) of the population of gamers. They are followed by the “Achievers” who above all want to win, “Explorers” who like to discover the game elements in every detail and in every corner, and lastly “Killers“, well… that name speaks for itself.

Many video games depict an epic ”quest”, an ultimate goal for the hero. These quests are often collective. World of Warcraft players follow a very specific group logic and tend towards a common goal.

In a process of gamification, the ideal is that the brand can serve a cause that is greater and beyond the scope of its products. This goal is unreachable by a single individual, it involves a community of players. This is what we call “Barn Raising“. We could imagine for example a surf brand wanting to commit to clean beaches and contributors are converted to the “heroes” of a game.

We have recently seen an exciting example. Fold.it is an online game “to solve puzzles for science”. It has allowed a team of 15 amateur players to solve a puzzle about Aids research on which scientists had been working for years. Another example is the Guardian, who successfully transformed the expense note scandal of British MPs into a treasure hunt. Over 400 000 expense notes, scanned by the Government, were handed over to one of their journalists. The investigation was executed by the public, crowd sourcing made ​​it possible to analyze 224 000 expense notes.

In one case the quest was to solve the AIDS virus, in the other it was action for social justice.

 

Gamification can find its way in many other domains, particularly in the field of management. To be continued…

 

 

Jun 23 2011

Tomorrow the Social Media Forum is taking place in Brussels, where Audrey Benoit, our brilliant head of Emakina/Social will be presenting on…. ”Selling social media in your organisation”. The Forum will be a full day of presentations from social media experts, divulging insider tips for media marketers. If you are not one of the lucky ones with a ticket, you can check back here for a copy of the presentation!

May 19 2011

The agency Emakina has been selected by Facebook to join the Facebook Preferred Developer Consultant program (PDC). This program helps pair brands and organizations with the most qualified developers and resources to build advanced, brand-building Facebook Platform integrations.

As a Facebook Preferred Developer Consultant, Emakina will continue to integrate the newest developments from Facebook, (functionality, applications, etc.) into the communications strategies they develop for their clients.

Before naming the agency as a member of the PDC program, Facebook examined various campaigns and applications developed by Emakina and assessed their skill in integrating Facebook technology into their communication strategies.

Emakina demonstrates real ambition in their social media strategies, developing solutions that integrate with Facebook, notably for Schweppes, ING, Powerade, the Route du Rhum, or for Buffalo Grill, with geolocation couponing using Facebook Deals.

Brice Le Blévennec, president of the Emakina Group, said, “We anticipate the arrival of a new generation of web & mobile applications, which innovate using the social graph – the mapping of all relationships between individuals. Being chosen by Facebook as part of the PDC program is a privilege which enables our agencies to work closely with one of the most dynamic and innovative companies in the field of social business. We’ll have access to best practices and product guidance from Facebook, which we’ll use to propose the most innovative solutions in social marketing to our clients.”

For more information:
http://developers.facebook.com/preferreddevelopers

Sep 8 2010

As marketers, we cannot afford to ignore the power of Facebook. Over 500 million people today have active accounts. Its influence is undeniable as it is increasingly used to promote everything from rock bands to events, insurance to political candidates.

While you may recognise the potential of social networking, it can be difficult to know where to start. Emakina’s experts keep up-to-date with Facebook and its constantly-evolving mass of communication tools. We will show you a number of specific campaigns as we explore the Facebook universe.

During this Emakina Academy, you will:

• Discover all the tools and opportunities that the Facebook platform provides
• Learn how to determine whether Facebook is suitable for your specific communication
• Find out how to monitor your Facebook activity and gauge the quality of results
• Look at previous Facebook campaigns in detail, including their development and results
• Hear from our clients about every aspect of their Facebook activity

Complete program of the day and registration here.

Dec 2 2009

In short, there are two ways to model human relationships in software.

An “asymmetric” model is how Twitter currently works. You can “follow” someone else without them following you back. It’s a one-way relationship that may or may not be mutual.

Facebook, on the other hand, has always used a “symmetric” model, where each time you add someone as a friend they have to add you as a friend as well.

Read the rest of this entry »