Even though it’s not PC, it amused us this morning.

Have a Digital Day.

Before you dive into Social Media, make sure you learn how to swim.

A growing anomoly, almost as spectacular as the speed with which social media has gained traction, is the number of social media experts following in its wake. Have you ever wondered about the emergence of this surplus of experts? Well, as the genre suggests their experience, in many instances, is largely accumulated through socializing on these very platforms.

In the ordinary course of business I have encountered a regular theme from prospective clients. Their heads are spinning from the constant flow of web statistics, and the bombardment by emarketing tactics available to them.

The identikit appears something like “we can manage your Facebook fanpage for your brand,” or “if your brand isn’t tweeting you just aren’t in a dialogue with your audience.” Or the seemingly compelling options like being active in mobile to avoid missing out on the uniquely prolific mobile penetration in South Africa. Do you have a database building strategy? Is your company regularly distributing a newsletter? Does your company have a blog, a poll, a forum, an avatar, favicon or YouTube profile?

The communications industry now features an array of previously unseen products and innovative services being sold as the next ‘hot marketing tip.’ These aren’t necessarily MBA’s that have specialized in the use of Social Media to enhance brand equity. These may not be veteran marketers that have discovered an elixir to resolve their communications problems. These aren’t necessarily even marketing people. They could originate from the upwelling of a new generation who publish their emotions via the status update bar on Facebook, Tweet their ablutions and romantic encounters, and Blog in SMS styled dialect. And they want to be paid to play with your brand.

In such a fast paced and turbulent environment one can be forgiven for a little motion sickness. The reality is that this velocity won’t subdue anytime soon and brands will need to rely on sound navigational equipment more than ever in order to make the right strategic decisions.

There is a dizzying array of tactics available for your consideration. But which are relevant to your brand’s DNA? And which are simply contributing to the ever-growing eNoise out there? Such is the enthusiasm around the possibilities inherent in Facebook, Twitter, viral ‘marketing’ and mobi development  that insufficient strategic input is guiding many solutions.

To distinguish those tactics that are true to your brand you will need clarity of mind regarding the essence of your brands positioning, your target market and your key communications objectives.

Now more than ever a client needs to understand and preserve their brands DNA. And consider which communication tactics: advertising, experiential events, digital activations etc. honour the DNA and simultaneously build brand equity.

A colleague and I had a chuckle the other day at the expense of a media placement opportunity. It related to the days when advertising arrived in public toilets. It was briefly the next best thing! Or so we were told. Based upon the number of people passing through it was a good place to advertise. Or was it? Unless your product and brand is relevant to that environment you shouldn’t be there. Simply placing your brand in an environment like that because of traffic seems daft. Well, the same goes for brands evaluating the digital landscape. A Facebook fanpage for a luxury vehicle, or a daily twitter message from a premium 15 year old single malt whisky? I’m not saying it’s not possible, but only if it is relevant to the brands DNA, its positioning and communications strategy and addresses a genuine need in its target audience’s life.

My advice is to pose tough questions of the digital proposition that next arrives in your office. As you would all the other channels available to you.

• “what role does digital play in Brand strategy and building Brand equity?”
• “are all of these new social media environments actually relevant to my target audiences?”
• “why am I really wanting to do this…really? Because it’s popular and sexy and everyone is telling me to…or because it’s right for the Brand?”

Digital, while uniquely positioned for its measurability, is largely a series of available platforms for interacting, sharing, commenting, communicating, transacting etc. But marketing principles and brand DNA should inform the choices you make. Or digital could just be the biggest threat to your brand’s health.

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David Moffat is the Managing Director of the award-winning digital marketing agency, HelloComputer. For more from the world of HelloComputer and their recent account gains, please visit www.hellocomputer.com.

About TEDx, x = independently organized event

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)

Deadpan and dead simple.

I first discovered square via Wired Magazine’s article on the Future of Money.

Again and again we’re seeing that choice is the hammer people will use (and in developed markets it’s already being used) to break new paths around systems that are inefficient, inflexible and force people to stand in a queue during their lunch break. Back in the analog days, this was called Creative Destruction.

Locally, we’re seeing operators like AMMO taking the first few steps into territory consumers feel most comfortable in.

Big Banking beware - while you’re still wiping the credit crunch off your face, Jack Dorsey and others like him are cleaning up.

Can I get a VuVuVuuuuuuu?

They’re both small touches, but sharp ideas that ride the GEES wave.

Well done Google. Well done South Africa.

Musica presents a realm that will tantalise your taste buds with the latest and greatest in movies, music and games! A place of sensory overload, competitions, playlists, sound clips, movie trailers and games! This place is the new Musica website – www.musica.co.za – where A World Awaits!

Musica MD, Ralph Lorenz says: “The site is cool, vibey and unpretentious and reflects Musica’s growing lifestyle offering. It is wrapped in a slick, simple and stylish design, making Musica’s online presence one to be proud of. The site was designed and developed by award winning, creative and digital marketing agency, HelloComputer (www.hellocomputer.com ).”

To add to the fun, Musica introduces “Roadie” in “Find the Roadie” competition. “Roadie” has spunk and attitude, like only a true roadie can have. Spot and catch him and you could stand a chance of winning exciting prizes like Xbox games, CD’s for a year, or even a PS3 Guitar Hero 5 bundle.

Musica is the biggest retailer of CD’s, DVD’s and games in the country and offers its customers the best of international and local genres. Musica prides itself in always staying abreast of the latest trends in the entertainment industry.

Check out www.musica.co.za where A World Awaits.

So far the site has received incredible traffic, participation and voting as well as being featured on 2oceansvibe.com and Between 10 and 5. Sharing to Facebook and Twitter provide users with a little extra ammunition to garner votes from friends.

The insanity seems to be spreading- this is Cape Town local, Tom Catilin’s, entry. Go to 2oceansvibe for the full post or to Hurley’s competition site to vote for Tom. I think he deserves it!

Wall Street Journal Online
B-cycle is helping Denver residents increase daily activity and reduce carbon emissions with the country’s first citywide bike-sharing system, Denver B-cycle. On April 22, the program will launch with 500 B-cycles at 50 B-stations around the city, offering a green alternative to cars for short commutes and errands. Read more here.

AOL News
B-cycle is helping Denver residents increase daily activity and reduce carbon emissions with the country’s first citywide bike-sharing system, Denver B-cycle. On April 22, the program will launch with 500 B-cycles at 50 B-stations around the city, offering a green alternative to cars for short commutes and errands. Read more here.

Broadcast Coverage :

· The ABC, CBS, FOX and NBC news outlets recorded footage of the B-cycle launch, resulting in seven Denver local market broadcast placements
· Additionally, local coverage was syndicated on the national newsfeeds. It resulted in coverage in 17 additional markets such as Grand Rapids, MI; Chattanooga, TN; Greenville, NC; Rochester, MN, and Eureka, CA

Alex Bogusky giving his thoughts on Fearless:

Watch live video from Fearless QA on Justin.tv

Online and Blog Buzz:

Fast Company
(National) – Denver B-cycle launch details including an image of the bike parade and video of CP+B B-station

The Bike-Sharing Blog
(National) – Denver B-cycle launch details including image of Denver B-station

Bike Hugger
(National) – B-cycle launch details

Bike Radar
(National) – Denver B-cycle launch details and slideshow of images

Inhabitat
(National) – Denver B-cycle launch details including images of the Denver B-stations and the bike parade

Creativity Online
The B-Cycle website also features a Who Wants It More tracking map, showing where the service is most in demand throughout the country. It allows visitors to input their own zip codes and rally for their own B-Cycle program in their respective communities. Find out more here

Tweets:

bicycledesign: It seems like all the design blogs are talking about @bcycle this week. Here’s another mention at @Inhabitat

HornyToadinc: Thrillist has put out the call for U.S. cities to vote to become the next place @bcycle sets up shop!

News:
Checkout the recent piece that appeared on CBS 4 Denver Click here Once you land on the CBS4 page, search “Denver Gears Up for Bike Sharing” to find the video.

“Wake Up with Al” invited B-cycle CEO, Bob Burns, on to discuss the Denver B-cycle system. Check it out here