MostContagious2012.pdf - Contagious Magazine

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iMage sharing / the year of the photo Visual culture online evolved in 2012, from taking photos to virtually socialising around them through a raft of image-based social networks. Brands spent 2012 tentatively figuring out how to use these expanding networks in their marketing (with mixed results), and considering how to monetise photos. Brands, said British ad agency Rabbit, need ‘not only a social media strategy, but a visual social media strategy as well.’ Two cultural milestones marked the Year Of The Photo: iconic film stock maker Kodak announced it was filing for bankruptcy in January. And Facebook’s $1bn, if-you-can’t-beat-them-join-them buyout of photo-sharing social network Instagram in April. MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 30
iMage sharing / the year of photo A Thousand Words / The growth of visual culture has been staggering. Late in 2011, blog 1000memories calculated 10% of all the photos ever snapped were taken that year. Three hundred million photos are uploaded to Facebook every day. Unsurprisingly, people care about photos a lot: a report from ROI Research found that 35% of respondents said that of the social media activity their friends post, they enjoy photos the most. For brands that matters a great deal. In the same study 44% said they were likely to engage with pictures posted by brands on social media, the highest of all options. But Facebook wasn’t the big news for image makers this year, as people gravitated to niche photo sharing sites in droves. Twin giants Tumblr and Instagram reached giddy new heights. The former hit 20 billion monthly page views, propelling it into the top 20 mostvisited US sites for the first time in September; the latter reached 100 million users the same month, double that of 12 months before. Newcomer Pinterest meanwhile rocketed to 25 million users by November to become the third largest social network (from just 1.27 million in July 2011), earning a sky high estimated valuation of $7.7bn by Forbes in April. Show Me the Money / Having reached a critical mass, all three networks matured and started thinking about their business models, courting brands to turn the crowd into cash. Fresh from being named Apple’s App Of The Year 2011, Instagram hosted a rash of campaigns from every sector. Among others, apparel brand Levi’s ran a model search, jeweller Tiffany’s created custom filters for budding snappers and airline BMI launched a photo-based daily lottery. After having pretty much ignored brands, Tumblr changed tack in 2012. In June, it bolstered its team with brand strategists, and announced sponsorship packages for brands. Adidas Football was among the first to take advantage, posting videos and photos from its various celebrity endorsers. The New York-based company rounded off the year by launching Tumblr A-List, showing its intent to help brands make better use of the platform. Arguably the most financially tempting of the three for brands is Pinterest, which has the strongest intent graph (broadly speaking, people publicly posting stuff they want to buy). Its valuation was doubtless helped by stats from content discovery and sharing firm Shareaholic showing that the site drove more referral traffic than LinkedIn and Google+ combined. And those referrals spend a lot. A report from RichRelevance found average spend from retail shoppers from Pinterest was $169 dollars, compared with just $95 from Facebook, and $71 from Twitter. With around one third of brands already using the platform, according to Econsultancy, the launch of Pinterest for Business and brand pages in November was an obvious next step towards more official – and lucrative – participation. www.levistrauss.com/blogs/iamlevis statigr.am/flybmi tinyurl.com/WhatMakesLove adidasfootball.tumblr.com a-listpartners.tumblr.com MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 31
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Page 4 and 5: Contagious / Introduction By Paul K
Page 6 and 7: MoveMents / evolution and eMpowerMe
Page 8 and 9: MoveMents / evolution and eMpowerMe
Page 10 and 11: purpose / playing a role in society
Page 12 and 13: MoveMents the new world order Banco
Page 14 and 15: Marketing as service design / utili
Page 16 and 17: divine data / insight by nuMbers If
Page 18 and 19: divine data / insight by nuMbers ma
Page 20 and 21: technology / big battles, sMall vic
Page 22 and 23: technology / big battles, sMall vic
Page 24 and 25: design / personalised play Photo /
Page 26 and 27: design / personalised play Mirai Ni
Page 28 and 29: 28 social business / adopting an op
Page 32 and 33: iMage sharing / the year of photo S
Page 34 and 35: aMplified live / enhance capture an
Page 36 and 37: screen grabs / creating, sharing, w
Page 38 and 39: 38 screen grabs / creating, sharing
Page 40 and 41: augMented Media / layering content
Page 42 and 43: 42 augMented Media / layering conte
Page 44 and 45: etail / shopping gets connected Why
Page 46 and 47: etail / shopping gets connected Bur
Page 48 and 49: personalisation / here’s to you B
Page 50 and 51: the new loyalty/ services not scheM
Page 52 and 53: the new loyalty / services not sche
Page 54 and 55: payMent / the changing way we pay w
Page 56 and 57: sMall but perfectly forMed / little
Page 58 and 59: sbpf / little brands, big thinkers
Page 60 and 61: Most contagious awards / 2012 The M
Page 62 and 63: Published by Contagious Communicati

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