craig ritchie is a web strategist with an extensive background in experience design, content and community planning. product creation, management and marketing.
craig ritchie is currently focused on social media creation, brand building and online reputation management.
craig ritchie is also:
Web Strategist & Infomation Architect for Carlson Marketing
Web Consultant/Owner of Thunderpulse Consulting
Product Management, Marketing & Content Rock Star for Bluehaze
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Web 2.0
I’m an Olympics junkie. But, until the olympiad when I can watch the event I want, when I want, wherever I want, my craving will remain unsated.
Athens 2004 gave a glimpse at the potential of the future of Olympics coverage, and as Beijing 2008 approached, it seemed that on-demand, super-immersive web strategy and mobile tactics would be ubiquitous and all-encompassing.
As it turns out, it’s not quite there yet. NBC’s has no regrets however, as their lock down of the coverage has grabbed a 17.6 Nielsen rating and $1 Billion in advertising revenue.
Nevertheless, social media and Web 2.0 has opened new doors for the dissemination and celebration of the games to spread higher, faster and stronger.
Here are some of the strategies and memes that are defining the Olympic Games online and on your mobile device:
Video
Wired’s “How to watch the olympics online”
If you’re hunting for the ultimate on-demand and live coverage online, this is a good place to start.
CCTV Olympics Flash interface
Flash designers are boasting about the scope of the content being delivered on a Flash platform implementation. It’s “pretty,” I suppose, but severely limited as far as organization of the content and usability. It’s possible this answers the question whether Flash can support large projects, but that’s secondary to delivering a good user experience… and Flash just isn’t the right fit for this type of content.
NBC using Silverlight
… but at least the CCTV site is Flash and not Silverlight. Users, if they’re so fortunate to own a Windows PC, are forced to download the new Microsoft Silverlight plug-in to view NBC’s online video. After that hurdle is cleared, the experience is good for some, terrible for others.
Googolympics
StartupMeme lists the many Google initiatives for the games, including Gadgets, One-box search, Maps visualizations and the (arguably) revolutionary dedicated YouTube channel.
And here’s Google’s mobile access to stats and updates.
Widgets
All the major content providers have built desktop widgets.
Lenovo’s TVTonic Super-Widget
Lenovo’s has sponsored a skinned TVTonic app that allows you to subscribe to full-length events, viewable on- and off-line.
Interactive Strategies
CBC’s Sport Explainer
CBC explains events with simple animations. You can learn water polo by clicking on the link at the bottom right here>
BBC Interactive Olympic Map
The BBC leverages Microsoft Live Search Maps to surface blog and twitter coverage via a geographical visualization.
NYT’s Medal Count Map Visualization
The New York Times shows us the historical (and current) medal counts for all of the modern games.
BBC’s Olympic Myth: “Monkey”
The Gorillaz’ Damon Albarn and Jamie Hewlett adapt and animate a classical Chinese novel to promote BBC coverage.
Mobile
Blackberry Cool’s Olympic Roundup
Follow on your Blackberry with these apps.
Softpedia’s Blackberry Beijing Travel App
Going to Beijing? Here’s an interesting targeted Travel App.
Zumobi’s Olympic iPhone App
Zumobi has a simple app – no video, but general coverage, including photos and blogs. If you have an iPhone, let me know what you think of this…
Social Media
Twitter Hashtags: BG08, Beijing, Olympics
The twitterati can’t make up their mind on a tag, so here’s all three as they are rolling out on Twemes.
Flickr
Wow, Flickr had a great opportunity to capitalize on all the great photos from the event… but finding the good photos is tough. Most searches return almost an equal number of protest and political images as mediocre shots of the games.
Facebook Apps
Pramati has built an interesting Guess-the-Podium app for Sun. It’s a good idea, but tough to guess many events – that is, I could have an educated guess on a World Cup or March Madness app, but I’m not sure who to pick for 60kg Men’s Freestyle Wrestling. Will it be He Qin, Yandro Quintana or Mavlet Batirov who take the gold?
NBC’s and other also-ran apps are available too.
Wikipedia
Blogs
Bloggers Blog Olympics Blogs and Twitterers
A great list of bloggers and twitterers is collected here.
Athlete Blogs
With so many to follow, I haven’t had a chance to sift through these massive lists. (If you have any highlights of great athlete bloggers or entries, let me know.)
- danwei.org/blogs/athletebloggers_at_beijing_oly.php
- hehe2.net/misc/60-beijing-olympic-athletes-blogs-opml-file-directly-to-your-reader/
- summergames.lenovo.com
Wordpress Tag: Olympics
Of course, there are lots of other bloggers talking about the olympics. Wordpress aggregates the tags from these posts.
Reuters Olympics Podcasts
User-generated content and Memes
We can’t ignore the waves of UGC and the viral contributions of general public.
FriendFeed Spanish Faux-pas
This story exploded across the web, and gains strength still via social networks.
Blue Screen of Death @ Opening Ceremonies
The meme says Windows projected its infamous artwork on during the opening ceremonies. Real or fake? Either way, geeks grabbed on to the story and added another chapter to the Windows Fail mythology.
- gizmodo.com/5035456/blue-screen-of-death-strikes-birds-nest-during-opening-ceremonies-torch-lighting
LOLBush @ Olympics
The Guardian wonders if Bush “can haz” anything else to do, besides watching Misty May dig sand.
Sponsor Strategies
Most of the official international sponsors have weak (if any) strategies – Flash timelines and movies that unapologetically cram the brands down the users’ throats. If your computer doesn’t crash, check out Panasonic’s “World Wide Wave.” Yikes.
On the other side of things
McDonalds’ The Lost Ring Cross-channel Immersive Storyline
Wow. I stumbled on to this only recently, and it looks expansive, and impressive. It also looks like it’s nearly over. I’ll be looking deeper into this multilingual social media play.
Atos Origin’s On-site Infrastructure
Here’s an overview of Beijing 2008’s IT provider’s offerings, including the “Olympic Family Intranet”
Kodak’s Blog?
Meh. Kodak’s final olympiad as an Olympic sponsor passes on a weak note online.
… one interesting post however, is the comprehensive gallery of Kodak’s Olympic Pins.
Samsung’s Medal Mania
Medal Mania is a cross-Internet hunt for medals. The clues are kind of lame, but it’s a good attempt at engagement.
Official Web Strategy
Beijing 2008’s official site
One wonders at the missed (?) opportunities for the official sites to host and stream on-demand content. And for revenue streams? Sponsorships, subscriptions and fee-driven access. How about a deal with iTunes?
Vancouver 2010
Finally, a shameless proud plug for the home team currently building towards the next winter games. Go Canada Go! (See you there.)
This list is a work-in-progress. Send me your links and thoughts on the games…
Yes, this is another blog post about Twitter.
It looks like Twitter’s ready for your brand. Is your airline, coffee franchise, financial services organization, non-profit, car dealership, landscaping company, ad agency, funeral home or laundromat ready to Twitter?
From a social media marketing analysis standpoint, the conversation has changed from questioning Twitter’s viability as a channel to acceptance of the tool, its audience stability and growth. The question now is, how does a brand use it without (as the internet-savvy say) EPIC FAIL?
Here are some of the recent thoughts, proofs and discussions:
- Dell expands Twitter strategy
- Dell explains their strategy on YouTube
- Zappos (@zappos) has 400+ employees on Twitter (and amazing online reputation/WOM momentum), and here are the employees: twitter.zappos.com/employees
- Bryan Person (@BryanPerson) is collecting “BrandsOnTwitter” Delicious Links
- Jeremiah Owyang (@jowyang) analyzes at the Brands that have been unsuccessful on Twitter
- Fortune Magazine highlights Twitter’s potential
Let me know if you find more analysis to help brand planners and marketers understand Twitter.
Follow me here: @craigritchie
Update: Jeremiah Owyang has posted his recommendations for Brands on Twitter.
For a recent project, I needed to quickly produce a timeline of events. I thought this would be a great idea for a web tool and app across social media. It turned out that < a href=”http://www.dipity.com”>Dipity is already doing a great job with their timeline product, I was happy to find. Now, they’ve mashed up their UGC timeline generator with the YouTube API to create TimeTube. Brilliant.
Now I just need a tool to keep all of these great new tools organized in my brain so that I can remember them nanoseconds after the need arises…
Oh YEAH! The community of programmers at the recent Drupalcon in Boston was a passionate mob of some of the best minds in web creation. They’ve built a great product, and it’s about to hit the mainstream — in a torrential flood of mass adoption.
What sites should run Drupal?
Yours.
What is Drupal? A content and community management system. In a nutshell, everything your CMS does, Drupal does it better.
The key point for the hundreds of Drupal developers in Boston? From the creator of Drupal himself, Dries Buytaert, “Release the Killer App.”
Buytaert outlined a few key improvements to meet this ambitious goal that are in the works for Drupal version 7, due in a few months. Future killer app release aside, the features and benefits of Drupal are already very apparent in the latest implementations.
Drupal shops demonstrated several impressive case studies in Boston, with a wide range of product goals and technological implementations. The key point? It’s not just “Freaks and geeks” that are using Drupal for their World of Warcraft blogs.*
* Note: This is no insult, the Drupal community was empowered by the labels “Freaks and geeks” when applied by keynote speaker Chris DiBona, Google’s Open Source champion. Also, World of Warcraft is a powerful online community any corporation should only be jealous of.So what can one create with Drupal?
Drupal boasts over 3,400 “modules.” These code sets bolt on to one’s Core Drupal site in minutes — or as fast as your server can accept file transfers… With these modules, some Drupal rockstar developers and themers and some great team leaders, these are six examples of the amazing creations that are possible.
Popular Science (www.popsci.com)
“We wanted to practice what we preach.” - The PopSci Team.
Pingvision, one of the newish self-described ‘Drupal shops’ worked with the PopSci Interactive team to produce the online presence of the famous print magazine devoted to innovation. You can read the full case study here.
Pingvision developed a blog-style interface with publishing and workflow managment for the content creators. To meet some of the specifications, Pingvision’s developers created new modules, and is currently making them available for all Drupal users.
Zuda Comics (www.zudacomics.com)
“IBM endorses and implements Drupal.” — Oliver Siodmak, Associate Partner, IBM Global Business Services
Zuda is DC Comics’ foray into online community for comic readers — a market that is nowhere near the size of the 90s equivalent, but one that is even more passionate than ever. Zuda attempts to find the next Superman, 300 or 30 days of night, comic books-turned movies that have built cash-raking brands for DC.
Comic creators can submit their work to the community for rating. Popular work can earn these artists and writers huge opportunity in the form of a contract with DC.
IBM produced the site, executing a brilliant theme and interface for reading and rating comics on screen. The full case study is here.
Fast Company (www.fastcompany.com)
“We spent a lot of money on that, and now it’s yours.” — Ed Sussman, Fast Company Team Lead on sharing a customized module with the Drupal community.
At the Boston Drupalcon, the hybrid team of multiple companies presenting new Fast Company online community seemed to be breathing a sigh of relief. The 120-pages of information architecture proved to be a challenge to Drupalize; the 500K strong existing community from Fast Company’s legacy site was obviously a task to integrate; and the hard launch date required to unveil at the Inc500 conference was unforgiving, but the outcome is impressive.
See the case study here.
Fast Company 2.0-ifyed it’s community with new tools, a new interface and a new spike in engagement. The team reports acceleration in traffic and time-on-site. If you join one site on this list, make it this one.
Warner Bros. Records Artists’ Communities
“The web site is the centre of the company.” — Ethan Kaplan, Warner Bros. Head of Technology
Warner Bros. has fully embraced Drupal as their solution-of-choice for all of their artists’ web sites. Fans of Britney (whoops, Britney.com’s been Drupalized, but she ain’t on Warner Bros., she’s on Sony BMG, so I dunno, let’s go with) Ashley Tisdale, Josh Groban, Avenged Sevenfold, Michael Buble and My Chemical Romance are enjoying new communities built around their respective and unique needs and wants.
The Warner Bros. web team boasted speed to market as one Drupal’s main benefits — they have launched more than 50 web communities in the past year, with unique databases, modules and themes (wild and crazy pink for Britney’s young fans; sparkling head shots and big type for Josh Groban’s more mature audience). The sites’ retention, according to the technical lead, easily quadruples when they switch from the one-way flash sites to Drupal’s user-empowering engine.
Amnesty International (www.amnesty.org)
Developer and business teams around the world worked together to produce the new Amnesty International web site. This implementation features Drupal’s highly-scalable localization (translation) module, including RTL (right-to-left for Arabic). CivicActions developed the site to add future languages with ease. Read the full case study here.
Rockband (www.rockband.com)
… And Drupal’s okay with Flash too. Check out Rockband’s appropriately loud and abrasive experience for a great example.
You can download Drupal at www.Drupal.org and start building your community.
I don’t know if you’re experiencing it too, but if 2007 saw a social explosion online, the first quarter of 2008 is witness to the fallout. As Facebook adoption slows, Twitter is exploding with new users, LinkedIn’s engagement seems to be soaring, and niche social media sites are finding their stride among an empowered prosumer population. I’ve spent the last few months using a multitude of tools, and finding new life outside of Facebook.
The fallout is everywhere, and new, real growth from that fallout is happening thanks to users spanning beyond the early adopters and tech-savvy teens. So, ‘Hi’ to the grandmothers and other “late adopters” (CEOs?) out there joining the conversation. It’s richer now, and we’re all benefiting.
Yes, Facebook and Flickr are neat. Tags are cool, and the Long Tail is very intriguing… But where’s this all headed? Microsoft’s latest acquisition, “Photosynth” answers, as demonstrated here.
I’m on top of it this time. How you may ask? RSS of course. Commoncraft has posted a new explanation-on-a-whiteboard, about Wikis. Forward it to your n00b friends.
And here’s Commoncraft’s explanation of RSS.
I like to pretend I’m on top of things. I ran into this great YouTube from Digital Ethnography At Kansas State University.
See? Great right? I even thought I’d send it over to some bloggers I follow. But I’m four months too late.
Ah well. For more on the Interweb Superhighway, watch this oldie-but-goodie:
Wow. My two favourite topics in a single post over at One Degree:
- The mis- and overuse of flash for no real value; and,
- A watered-down attempt at UGC (user-generated content) by a corporation
Update: A Sears marketer has posted that this was not an attempt at UGC… good positive follow up on the blog, but really, what was the point of this site anyway?
Update 2: Man, that security guard is creepy.
SEOMoz.org has awarded it’s 2007 Web 2.0 Awards. I’m sure these won’t be annual, as the term 2.0 will soon be obsolete, and the majority of the award winners will probably get picked up by the big sharks in the Internet pool.
I find great inspiration in Seth’s nuggets of marketing insight. One of his latest perfectly and succinctly describes my current and constant challenges with colleagues and clients. I usually refer to it as “Let’s do it like they do it.”
Seth does it much better — referring to it as “The Within Reason” clause.
It’s time to be unreasonable.
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