We’re Sarah and Tash, bringing you the Fast Five on our 2nd June Curious agency talk with the folks from Flappit.
What’s the Fast Five? It’s the five top-line takeaways about the tech we saw from Thursday’s talk. What’s this week’s fast five?
1) People still respond to simple cues. Sometimes (usually) simple is better. Flappit, at its core, is an incredibly simply device – a counter of various social metrics (i.e. Followers, Fans, and Check-Ins) – yet it has proven quite effective in a variety of campaigns.
2) Digital engagement need not be online. Yes, this is that “phygital” thing you occasionally hear people banging on about. Flappit makes purely digital data tangible in a visceral, immediate way which then pushes actions that create new things (likes, shares, follows) in a digital sphere.
3) Seemingly simple tools can have a powerful impact. Flappit’s award-winning #PutRedBack idea is proof of this. The art installation responded to the hashtag #PutRedBack by adding drops of red into a drip fed translucent display, all encouraging people to sign a petition to allow gay men to donate blood (putting red back in the rainbow).
4) Don’t take simple tools at face value. #PutRedBack is one creative use of Flappit’s existing capabilities, though we’ve heard talk of some brands exploring bespoke uses (watch this space!). This is just to say that even the simplest of tools can be used in new ways, or else hacked, once you understand all the ways that they can be deployed.
5) Finally, ROI doesn’t come without the I. One of the points made throughout the talk was about small businesses’ systematic underinvestment and lack of understanding of social campaigns, which led to doubts about performance and further underinvestment. Though we’re fortunate enough to have clients who will invest in social formats, it’s worth keeping in mind when approaching new platforms – it only works if you work it.
That’s it for this curious season! We’ve heard some enlightening perspectives about data-driven campaigns and analysis, as well as a peek at things to come. Until next season, over and out!