I don’t really like lotteries. I think they are incredibly mainstream, and I don’t do mainstream very well. I do Storyliving very well indeed. But:
I constantly deal with lotteries in social media, because it looks like it has become the commodity on the internet; that it is the way to involve people on the social web: lotteries.
Giving people cake as Marie Antoinette would have put it.
I’m biased as I write this, because I know that a lot of companies out there are trying to grasp the social web and social media and win over more and more people to like them, involve them, engage them, follow them around like puppy dogs, digging what they do, making them into a cool company and brand.
But my idealistic, outsider-ish self says that it becomes too much of a commodity for the public to sell their personal facebook identity to win a lottery on a brand page I mean you are giving these companies permission to be right in your center of attention: the newsfeed! My point is not the lottery in itself. Heck sometimes I, myself even enter and win stuff (and I’m happy when I do!). My point is that;
1. It’s filling up my newsfeed on facebook. I mean I evangelize that with the social web you have a hands-on tool to save the world for the better, and you decide to earn your own fame instead, by doing lotteries? What happened to storyliving ? aka. When you, in addition to telling the story (storytelling), document it on the social web?
2. It’s filling up my rss reader – the place I turn to daily to get my ladies magazine kick and getting to know what smart people think about business.
2. Lotteries are so widely succesful that it is the ONLY thing that a lot of companies do on facebook to involve people. You can WIN! Wow. I want to be a winner! It reminds me of all those times where I have sat in agency meetings talking about a new concept and the finishing touch to that concept often becomes: “let’s get some celebrities to endorse this”. People will identify themselves with the celebs and we sell, sell, sell. I really hate those concepts.
BUT: I am willing to cut you some slack people. I am willing to accept that you need to do this in order to get more people involved in what you’re doing, on one condition:
that you also start doing something else: Storyliving
Here’s some advice for what I would do if I was you (in addition to the lotteries):
–Find 3 things in the soul of the company. Communicate them. Storylive them and get people to see that you’re not just a lottery company, you do cool stuff as well.
– Practice strategic creativity. Don’t just put up stuff on the internet that are going to get you facebook likes and followers and stuff, because it’s cool. Define how the creativity is going to bring in the dough. What is the strategic flow of your actions on the social web?
You may say I’m a dreamer I’m madly in love with companies that dare to tell the world what they dream about for the future. I get euforic when I see that they are working towards it in a targeted way. Have you told the people around you (aka. your peers) today what you dream of, why they should give you the money instead of the competition, Because you’re sassy, cool and you dream and act big, not just for the sake of the company you work for, but for the whole world.
I look forward to see how you’re storyliving out there.. =)