STATE OF AMERICA
Capturing America, Fact by Fact –
College graduates have less leisure time than high school dropouts. More people are injured on toilets than by skiing or snowboarding. More households have dogs as pets than cats, but cat lovers are more likely to have multiple pets. And more foreigners visited New York (9.3 million) than any other American city (Los Angeles was a distant second with 3.7 million). Americans are also eating more peanuts and drinking less coffee. Liquor stores outnumber bookstores by three to one. More Americans belong to a fantasy sports league (10.6 million) than to book clubs (5.7 million). Those facts are among the thousands gleaned from the 2013 edition of the Statistical Abstract of the United States, a compendium of figures that itself may go into the record books after being published by the government since 1878. The annual portrait by numbers reveals sharp contrasts within any given year as well as a moving picture of how the nation has been changing.
BRAVE NEW CONSUMER
Dis-ownership – We are living at a time when a major shift in attitudes is bringing on a new era–one in which people get more value by owning less property. While it’s not the traditional American dream, it makes sense if you think about what’s defining America today. New ways of sharing, driven by online social tools, have taken collaboration to new levels. Thanks to the social web, we can share and trade to use a whole universe of things we once had to buy ourselves. From cars to solar panels, people are realizing they can reap the benefits of ownership without the expense and hassle of buying. After living through the greatest economic downturn since the Great Depression, Americans have learned that relationships and experiences are more important than stuff, stuff, and more stuff. While one may believe this trend of dis-ownership is limited to the young and urban, data proves otherwise. While started in San Francisco, it now spans into cities and small towns across the globe. The fact that the economic recession has hit middle-aged, Middle Americans the hardest is another reason to believe dis-ownership is headed into the mainstream.
HBO Girls’ Useful Campaign – HBO is taking an aggressive and creative approach to promote the second season of its hit show “Girls.” HBO is tapping into the interests of its core audience and generating massive buzz by offering up activities its audience would find absolutely useful. Fans can take part in fun, free, city-centric activities such as “Free Girls” spinning classes at Soul Cycle and spinning the series’ theme music during class. They can sign up for “Happy Hours” at Drybar where they get a free blowout while drinking champagne. HBO has also partnered with Urban Outfitters to offer nail appliques inspired by the show’s characters and codes to download episodes from the first season. If that wasn’t enough HBO is running a social-media campaign over Instagram and Twitter with the probably the most coveted and beneficial prize of all, free rent for a year!
Newsjacking- The rules have changed. The traditional marketing model – sticking closely to a preset script and campaign timeline – no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative. Enter newsjacking: the process by which a brand injects ideas or angles into breaking news, in real-time, in order to generate media coverage for itself. This type of marketing favors brands who are observant, quick to react and skilled at communicating. With more people constantly connected, a well-timed newsjacking can spread like wildfire.
ON THE RADAR
Know This: Business News Daily interviewed small business owners, PR people and entrepreneurs and compiled a list of 12 Buzzwords You’ll Hear in 2013. If last year was all about “gamification” and “convergence,” 2013 will be the year of “advertainment” (advertising that advertises what people are interested in) and “alphanistas” (successful women in powerful positions having it all).
Try This App:
Flu season is in full swing, and if you’re looking for someone to blame for getting you sick, there’s an app for that. “Help I Have The Flu” is a Facebook app that helps determine which friends are sick and who may have gotten you sick by checking status updates for words such as “flu,” “sneezing” and “coughing” and looking at places those people might have checked in. The timing of the posts are relevant since several late night posts may indicate a person hasn’t been sleeping enough and may be more susceptible to catching – and passing along – the flu.
Try This: The iTwin Connect is a USB device that allows for private web browsing on public networks. You plug one half of the device into your home PC and carry the other half around for completely private browsing on the go. When you’re ready to browse, plugging in the remaining half of the iTwin Connect into another computer creates a secure connection to your home computer and allows you to access the internet through that computer at home. The iTwin Connect is useful for: 1) When you want to check Facebook at work but your work has blocked the site 2) If you’re traveling abroad but still want to access U.S. versions of sites that require a U.S.-based IP such as Hulu 3) You want to access files on your computer at home.