Sometimes it’s the human things that matter in social

July 9, 2010

A nice little story for a Friday. When it comes to effective community management in social, sometimes it’s the human things that matter and get results.

Case in point, P&O Cruises

The P&O Australia Facebook page has an established community of over 13,000 fans, who are there 24/7 helping out absolutely anyone who has a question about upcoming cruises, locations, services – really anything and everything to do with the brand.

In the process, they’ve developed a very strong and active community.

So when one of the high-profile community members fell ill and went into hospital, the community swung into action – and so did P&O.

It’s the human touch

P&O sent this dedicated fan a get-well card and flowers. Small thing to do, right? But importantly it is what you would do for any friend or family member if they fell ill. So why wouldn’t you let one of your biggest social brand advocates know you are thinking of them?

Check out the response on their Facebook page which gleaned 28 comments and discussions:

Brands can and should be human particularly in social media. Because it’s humans who speak and interact and small things like sending some flowers to a valued fan can make a big difference. So, how can you make your brand ‘human’?

Disclaimer: P&O Cruises are an Amnesia Razorfish client.

~ Karalee Evans, Social Strategy Manager, Amnesia Razorfish

Digital Drag Race – Start your computers

November 20, 2008


Created by our counter parts in the US of A on behalf of Intel, a kind of digital Cut & Paste has just been launched. Positioned in a slightly more geek chic place, Digital Drag Race widens the appeal aiming at creative professionals such film producers, animators & game developers. Supporting the initiative is an array of social platforms and tools including a blog and a Youtube channel that allow you to enter, and follow the progress of the best digital designers out there. Here’s the general gist…

‘Digital designers go head-to-head in a competition to concept, design, render and finalize a 17-second digital video articulating the ideas of Speed, Power or Innovation. Each racer is given the same asset kit, which includes Photoshop brushes, design swatches, and a soundtrack. They’ll have to use at least 3 of the assets provided (including the audio), as well as up to 3 gigs of their own materials to complete the video. The pro designers will also be using a custom souped-up machine powered by the Intel Core i7 Extreme Edition ProcessorTM’.

Now I don’t pretend to know too much about Intel as a product (it’s just a little thing that helps my laptop work right) but from a ‘socialness of a brand’ point of view this is the second time Intel has created a really top notch campaign. The first being Intel’s Power of Music’ Myspace campaign.

So here are the lessons to learn from Intel

– Think bigger than an app
– Honestly contribute something of real value to the community
– Be contextually relevant to your audience and their space
– Provide the tools and let it rip

Will Obama continue riding the social media train?

November 7, 2008

It’s been great following the Obama campaign and it’s a fantastic example of how brands and people can really harness the power of digital communications. However, for this post I’m refraining from adding to the praise, there’s quite frankly too much out there already, I just wonder whether he will continue this approach throughout his tenure in the White House? I for one would find that commitment an astounding achievement. The signs are looking good already with this new site.

The ability to get an insight into the life of the American President and have a dialogue with The White House at that level will surely prove to even the most closed and anally retentive organisations that this approach is here to stay. And here is an interesting article from Harvard Business on the 7 lessons organisations can learn from Obama.