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Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
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WOMMA just posted not-so-shocking facts about the average age of a blogger. It's certainly not just kids anymore.
The average U.S. blogger is 37.6 years old, and there's a 69.7% chance that s/he is white, according to research from WOMMA member company BIGresearch. Twenty percent of bloggers are Hispanic, 12.2% are African-American, and 3.7% are Asian. A separate study from Deloitte & Touche found a direct correlation between a blogger's age and their likelihood to participate in the blogosphere. According to the study, 55% of U.S. internet users aged 13 to 24 say they read blogs, while only 42% of those aged 25 to 41, 27% of those aged 42 to 60, and 15% of those aged 61 to 75 indicate blog readership.
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The success of Amazon.com's Kindle reader is dependent upon the trial experience. So how does an online retailer give access to a product that needs to be touched, held, and tried before someone can commit to a $359 purchase? Ask Kindle owners to serve as informal Kindle ambassadors.
Amazon invites people to "See a Kindle in Your City. Want to see a Kindle? Visit the See a Kindle in Your City area to connect with Kindle owners and get a chance to see a Kindle in person"
In NYC, I'm invited to try the Kindle of "Lonely in Yonkers" which may get me more than just a product trial, which is part of the problem of an entirely user-organized ambassador effort. I'm not ready to travel up to Yonkers OR make such a special friend in order to view this device.
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Facebook plans a facelift, responding to complaints from users that the site has gotten confusing with all of the vampires, widgets, games, and requests for digital friendship.
While the company has consulted with 85,000 users around the world to comment on the new organizational layout, as users overall complained of the over-commercialization of the Facebook design. What was so appealing about Facebook from the beginning was how un-MySpace it looked: clean, user-driven, and no overwhelming, blinking ads. The facelift is an attempt to get back to that simplified user experience.
But is simplicity what users are ultimately after? Communities online and offline are, by nature, very messy when then work well. Facebook has gotten cluttered because it has grown so quickly. Rather than relying on designers to create the perfect Facebook experience that appeals to teenagers as well as book club-organizing-grandmothers, why not give users the tools to design their own experience?
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Drillteam conceives of another year of NYxNY events for New York Mag.
Along with the “Highbrow Backyard BBQ” and the “Best Rooftop Party Ever” New York Magazine is hosting an “Indie Rock Trivia” night as part of its 2nd annual New York by New York party. The trivia night will be hosted by French Kiss Records own Les Savy Fav along with Bearded wonder-comedian Zach Galifianakis.
“What was Pavement’s name before they were Pavement? Ok, ok, that was easy. Correctly name four bands that Calvin Johnson has been a member of. Stumped you? Perfect! We’ve created an Indie Rock Trivia night with our secret crew of rock geniuses, hosted by the one and only Zach Galifianakis. You’ll be asked to form teams, so get your smartest friends together to win our super-fantabulous-over-the-top prizes. More on that later! We’ve also lined up Brooklyn’s own Les Savy Fav to perform live and help your brains recover from the exercise…”
Get tickets from NY Magazine, and get a free subscription too.
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"Lead Users" is a term coined by MIT professor Eric von Hippel, who has done research on the effect of user-based innovation communities on the value and quality of ideas generated.Nokia's Beta Labs is an experiment by the Finnish handset maker in user-led innovation. The company publishes beta versions of its smartphone software on the website, such as the Sports Tracker.
Instead of limited consumer contributions to contests, You Tube videos, or advocacy groups, Nokia is directly inviting users to make their products more useful and relevant to their lives. The site generates more than 1 million page views and about 200,000 downloads a month, according to Nokia. Thousands of users contribute comments. As reported by Business Week, "we are having the positive problem of how to manage all the feedback," says Tommi Vilkamo, manager of Beta Labs. When Nokia posted their Sports Tracker software to the website, more than 1 million people downloaded the program and used it for applications sports the creators had never envisioned - paragliding, hot-air ballooning, and motorcycle riding.
In response to criticism and constructive feedback, developers added the capability to create online groups where users can share favorite routes and even photos they took along the way. "People were misusing the application in creative ways," says Jussi Kaasinen, a member of the team at Nokia Research Center in Helsinki that developed Sports Tracker. Once again proving the greatest value in brand-based communities lies at the cross section of passionate "users" and innovation.
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