social engineering

loyality between useres supports the loyality between users and  brands
( and thats why community concept, if they are well done) works

the lifestyle topic of brands(especally in the fashion world) is best represented by people living it.
we know this from the testimonial expierence and the best ad ever: mouth to mouth propaganda

simulated mouth to mouth propaganda by virtual characters:

drama marketing

...is the creation of online characters which live in the same envorement as the users of the website.

*user characters:

they are agents, speakers of the site, and fans of the site (and/or the product)


*company characters: (helpdesk agents, consultans, etc...)
people, users can identify with

case study: skim.com

skim.com(municating fashion) www.skim.com




to set up drama marketing characters you have to research the 
user action/company REaction scenarios and work out weakpoints and built
character, who are able to strenghten them

drama marketing is a very time-intensive strategy, not a quick action.
it should be seen as customer relationship tool

you can create wording concepts for the whole corporate communication out of it, 
by combining the most accepted communication models

(drama marketing characters are not avatar charcaters, that pretend beeing real life persons,
 not 3d modeled super heros)





online gaming & cheat providing


online games are often seen as tolls to generate user data for further 1to1 marketing activites
and gaming itself is a topic on its own and there's a big entertainment industry working
on new virtual challenges. no matter if we talk about branded old school games, logo puzzles
or high level multiuser-games.
-> users try to find weaknesses in systems.



beeing more clever than a system is a very emotional success feeling.
just remember the time, when we put off the stickers of the rubix cube.



online games are challanges for hackers and net_junkies, 
and advertisiers must learn to see this as an advatage.

they're better than you ! - support it!


a cheat is a manipulation tool for games


lets see an example how this can work

* up to art (by ubermorgen)

up to art is an online plattform for b2b and b2c art retail.
they built up an online-game, where you can win smart-cars 
designed by several artists. the concept is not to produce stylish cars,
its to provide "moving art" 

it is positioned in a very cultural context but having prizes like cars, what actually everybody could use
changes the userstructrure of such an action.

to use this conflict as an marketing strategy a faked "adminitration" tool was built up 
where people could change their score. this information was provided via email and newsgroups posts.

the email was worded in forward-style, so the first email got out with included response-messages.
the "concept" by the first character ( who found the admin tool) was to built up a community of net-people,
who would share the price, if someone of them would win it.








viral email marketing

<up to art case study ueberleitung>

attention! u got infected

-> is NOT spamming
-> is NOT inbox-advertising
-> is NOT a newsletter

-> is an selfdynamic c2c community tool


theres a famous internet-theorie:
"no commerce without community"
and especially in consumer goods and lifestyle products it is very true. 
the community gives the credibilty, gives the feeling, the "human touch".
the community IS the world around the products website.


"we build up a community"
 a sentence, that is often said by marketers and agencies, but the fact is:
 a community can not be BUILT. a community has to grow on its own.
 
what most people ignore is, that a community is not the number of people using a websites chatroom.

email is a community tool. 

email is seen and used as a different medium than the web. a fast, easy and direct communication 
medium with more personal involvement.
 
just mind your own steps: how many times in you online life have you pressed the "forward-button"?



pre-crm

...is another example how companies can show their strongness by letting know their weeknesses.
its simple: if you say:"wheever theres a promlem, we will fix it" makes more sense than pretending,
 you don't have problems.  consumers, who are well-served after a problem built up a strong loyality.
 
 case study:
 
 max.mobil ( by pjure.com)
 
 a mobile telecommunication company adverts on "die-mucha"(www.mucha.at> - a complaining plattform.
 message: if you're annoyed by - tell us directly
 

 






