Open The Dialogue

Today, Youth Research Partners shared this great “Fanta in Kenya” case study that talks to the value that comes from engaging target audiences in the marketing process, creating experiences that tap into existing passion points, and building content that lives well beyond the dollars that are spent.

Fanta and Teenwise Media Limited developed an annual series of regional dancing and singing contests throughout Kenyan high schools, culminating in a national competition/awards ceremony, as a way to expand their brand from “an exclusive kids drink into a vibrant young adult beverage”.

The events allow the brand to engage with young Kenyans in an authentic way that creates an enormous amount of social currency.  Regional activities are planned by the  students empowering them to take ownership while participants form groups and practice all year long for a shot at stardom.

They talk about this program as one that builds “permission assets”  which I thought was interesting- the idea of investing dollars not behind an ad campaign that will disappear in a couple of months, but in building real ambassadors and good will that acts as powerful social currency that goes well beyond the time when the money runs out.

Full case study here:

Needless to say – way better than the search for the next Fantana.

Facebook Has Some Competition

Four NYU Students have raised $100,000 to create a Facebook alternative that allows users to control their own data. The initial goal was the raise $10,000 before June 2nd.

The NY Times will start charging for Online content

The New York Times has announced that it will begin using a paywall for their online content beginning January 2011.

Adobe Responds to Apple’s Anti-Flash Attack

Steve Jobs may have issued a single link that detailed his opinion on Flash but Adobe has retaliated with a full campaign featuring display ads on Engadget and the New York Times.

The Social Implications of Like Buttons

Facebook’s release of the web-wide “Like” button and the new “Like” function instead of “Fan” on Facebook has implications for the web, brands, and users.

Internet 2009 In Numbers

Find out 2009’s Internet use by the numbers – from how many emails were sent to how many websites were added, it’s all here.

The Anatomy of Trust in Social Media

Brendan Hughes attended the Web 2.0 Expo in San Francisco, where his moderation of a discussion about the anatomy of trust in social media prompted this review. Hughes provides great graphics that illustrate a user’s circle of contacts and how this plays into trust on social media platforms.

FCC Turns Up the Heat in Battle for Net Neutrality

Mashable talks about the change in Internet regulations that the Federal Communications Commission is implementing. The new regulations will favor users over Internet service provider companies.

The Growth of Social Media

A follow up to Erik Qualman’s original social media stats video from summer ‘09, this video explores the growth of social media and its impact on the world.

New FTC Complaint Filed Against Facebook

Facebook has recently come under fire for its new privacy related settings. On Wednesday, the Electronic Privacy Information Center (EPIC) filed its formal FTC complaint against Facebook, requesting that the FTC “investigat Facebook, enjoin its unfair and deceptive business practices, and require Facebook to protect the privacy of Facebook users.”

Clothing retailer LOFT – an Ann Taylor brand – has come under fire by the FTC for offering gift cards as an incentive for bloggers to post about a January 2010 preview event. Bloggers who posted within 24 hours of the event were eligible to win as gift cards valued between $10 and $500.

The press surrounding the FTC action, which has consisted of mostly blog coverage, has seen mixed reactions from those familiar with the fashion industry. FTC guidelines demand that bloggers make clear to readers when they receive complimentary services or products – a guideline that does not officially exist for the magazine industry, although it is understood that journalists should not accept gifts for coverage. Although this is understood by the industry, “fashion payola” happens on a regular basis with brands offering clothing, product or services to be used in magazine spreads and often purchasing advertising space adjacent to the spread featuring their product.

Similarly, the Ann Taylor event offered a preview of their upcoming Spring 2010 line and the chance to win gift cards valued up to $500. This in itself would comply by the FTC rules however the brand proceeded to add the stipulation that bloggers must post within 24 hours to be eligible for the chance to win:

“Please note all bloggers must post coverage from our event to their blog within 24 hours in order to be eligible. Links to post must be sent to [address], along with the code on the back of your gift card distributed to you at the event. You will be notified of your gift card amount by February 2. Gift card amounts will vary from $10 to $500.”

While traditional media holds its fair share of back-scratching, this notice is not one that would be issued to print media journalists. The LA Times states: “…there’s a tacit understanding between clothing brands and fashion journalists that editorial coverage isn’t something you can buy or barter for.”

However, bloggers are a whole new ball game when it comes to brand coverage. From a PR perspective, putting on “preview” parties and other such events are a gamble. Sometimes they receive a flurry of attention and other times they’re a waste of time and resources. Ironically enough, the lack of coverage is what will save Ann Taylor from receiving a hefty fine from the FTC. In a statement released April 20th, the FTC decided to not pursue “enforcement action” against the brand due to the fact that this was the first event of its kind, the lack of actual blogger coverage and a company-wide rule that was enacted in early February forbidding any other contests of this kind.

This is certainly an interesting case study for retailers. Apparently, the FTC was not joking when they created these guidelines and brands who are attempting to gain blogger coverage, such as Ann Taylor, need to carefully consider the potential legal entanglement that may come from offering complimentary products and services with a posting requirement.