As brands of all shapes and sizes battle for more online space, we investigate what really drives us to be social.

So we thought of no better person to ask than Christiaan Van Vuuren, or you may know him better as the Fully Sick Rapper. As a means to beat boredom while battling Tuberculosis in isolation at the Sydney Hospital, Christiaan created his alter ego and plunged head first into the social media world.

Ironically, his stint in isolation has seen him more connected than ever and today, six months on, apart from connecting daily with thousands globally, he’s launched his own merchandise, raps weekly for Campbell Live, is giving those in the fashion industry a run for their money and is working with the World Health Organisation to help raise awareness for Tuberculosis.

Christiaan and I in the isolation room

The real question is, who is whose audience? While Christiaan has built a captive audience from his hospital bed, perhaps his success lies in being the captive audience himself? Read on to learn more about how staying better connected with your audience is the secret to social media success…

Q: Christiaan, with 19,000 Facebook fans, 3,000 Twitter followers and 1.2 million hits on YouTube, you’ve had little trouble attracting new friends from all around the globe. Tell us a bit about the dynamics of these relationships?

A: Most of these people are people who just enjoy the content but some of these people are patients, others are the families of patients, others are rehabilitated drinkers and drug users, others are self-quarantined self-proclaimed social misfits. They like to see my positivity in the face of adversity, and they help bring me something that has been most important in my overall healing process - which is the perspective to stay positive about my situation and embrace it. I think we provide mutual support.

Q: Why do you think people are picking up your content, following it and forwarding it?

A: Probably because it’s just someone having fun, in a situation that would normally be really shit! Probably also because they relate to the feeling of pure boredom.

As far as following my vids, I think it’s fun for people as there is a distinct progression from each vid to vid. As I learn to play around with new effects, my recording quality improves and I am even starting to get the help of hospital visitors. The fact that this is all happening from a hospital room is interesting, because my creative output is limited by what I can get away with physically inside an isolation room!

Q: Would you describe the relationships that you form on each social networking platform as being different from one another?

A: When I entered hospital on the 9th Dec 2009, I didn’t have a single account across any social media. Now I’ve got two Facebook pages, two MySpace pages, a Twitter page, a branded YouTube account, as well as accounts across six other video sharing networks.

Facebook has been ideal in managing and maintaining close communication with a large number of people, ranging from a bunch of hardcore fans, to just my friends who get a laugh out of the things I post.

The YouTube audience is made up of subscribers and random users. Random users are obviously a very wide group. I receive all sorts of comments, and these trend very heavily to whenever a new article or piece of main media references the Fully Sick Rapper.

YouTube subscribers are however a different community entirely. They can be nit-picky, and they expect to be entertained. To them, YouTube is just another TV, with access to a far wider variety of entertainment on demand. They will click and change and stop and start if their interest is lost for mere seconds. Building and holding onto subscribers is actually quite intricate and a bit of an art form. There appears to be a hierarchical system in place, with several key players and gate-keepers among the community. Basically, channels with smaller numbers of subscribers team up by featuring each other’s channels within each other’s pages, in order to receive more subscribers.

As for Twitter, I’ll be the first to admit I haven’t quite mastered it yet!

Q: How have you fuelled the momentum and any advice to brands on how they can kick-start social media campaigns?

A: I reckon it’s the talkability of my situation that has led people to finding the videos in the first place. If you have great content, you have to create (or allow for) a spark that will drive people to take their own initiative to check it out. You could have the best one minute video in the world floating around online, but if nobody sees it or there’s no story to it then it won’t be passed around.

The Facebook and Twitter pages have their own organic growth through the network.

I update the Facebook page twice daily, with photos, links, content, and just general odd thoughts. This assists in also driving an instant audience to any new content that I post across other sites and pages. If the Fully Sick Rapper is featured online with any other media, then it is as simple as dropping a link on my Facebook Page, and there will be a string of comments and hits driven to the page in which the article or mention has appeared. Since this is also linked with Twitter, it is a very powerful and instant launching tool for any new content that I upload. At this stage, with the 19,000 fans I have on Facebook (which grows by about 500 people per week) I can receive 150,000 page impressions off any single posting within two days. That’s pretty cool.

I also strongly believe that when you can, having a personality rather than an object would make for far more effective use of social media for campaigns. It can be an entirely fictional character, but social media is essentially designed for, and most effective as, a platform for human to human communication, so it’s important that characters or personalities have entirely real human characteristics and traits. Who wants to be friends with a stick of toothpaste, or follow a packet of chewing gum?

Without sounding like I’ve lost it officially, I put on a different voice when I’m the Fully Sick Rapper, I write things I normally wouldn’t, I take on more social responsibility and I probably show way more skin than I would normally be comfortable in showing, and in many situations I react and interact differently than I normally would. But the Fully Sick Rapper is still a human being that interacts with everyone, just an animated version of me.

Perhaps social media is a great way for you to animate your brand, and breathe life into the unique brand attributes that you have worked so hard on building, developing and sustaining.

I should be on the books. Currently taking Fully Sick conference bookings!

Q: You seem to have built a captive audience, but you’re clearly very responsive to them. How are your fans interacting with your content, is it passive or are they providing you with inspiration?

A: It’s a completely two way process. I feed them with random pieces of information, vids, pics, and then react according to the reactions that I get back from them. They are involved in the new videos, because I read all of their comments and take in what they request for future content. On my Facebook page, I write back to every single note that my fans place on there. If someone says good morning, I thank them and say it back. If I go off on a tangent and notice that my interactions are dropping, then I change what I’m carrying on about and go back to something that keeps people interacting. Because I like having them there and I like to keep them interested!

Plus, it helps because I can lose it every now and then in my isolated environment and I need to remember what’s ‘funny’ crazy and what’s actually clinically insane.

Q: Obviously you’ve had some amazing support from the general public but you’ve also been interviewed for TV, blogs and you’re reporting for Campbell Live as we speak. How has this interest developed and built momentum?

A: Off the top of my head, the story of me being in hospital and creating these videos was picked up by 10 National News, The Weekend Today Show, The Morning Show, Today Tonight, Sky News, JJJ, 2GB, MMM, SBS Radio, Canadian Music TV, Canadian Morning TV, Canadian National News, Irish National News, US Local News, Israel National News, NZ National News, Brazilian National News, Al Jazeera, Fairfax, and countless digital news sources and websites online. If you googled “Fully Sick Rapper” or “Christiaan Van Vuuren” on the 8th December 2009 not one of those links would have appeared. Now they are in the hundreds of thousands.

There are definitely key moments where the story gathered fast momentum. A couple of these include when it was run as Todaysbigthing.com appearing on Collegehumour.com (where the videos have had a further 400,000 hits) and subsequently picked up for an interview by Mashable.com.

Q: What are the opportunities and also drawbacks from all this media?

A: I think that there is a fine line between maintaining an audience that understands you’ve got a story to tell and enjoys watching you pop up, and an audience that sees you as shamelessly promoting yourself for the purpose of capitalising on it.

I have not done any kind of capitalisation by way of media, because everything I’ve done I have done for free, and I’ve done both for the company (purely just enjoying having a chat), for the intention of raising awareness of TB and the dangers in MDR TB, and to have a good laugh about it! There have been countless times so far that I’ve been able to have a laugh in here on the phone to friends, who have told me that they are in their living rooms dancing around on their TV screens watching me with a bin on my head.

Q: You’ve just put together some tough competition for the Rosemount Fashion Week, what was the thinking behind this?

A: I just wanted to start playing around with some other things. Play some different characters and stuff around a bit based on a current topic. Fashion Week just happened to be on, so I just decided to do a Zoolander’ish fashion piss-take and get it out there to celebrate fashion week.

Q: What’s next on the agenda for the Fully Sick Rapper?

A: I feel blessed to have stumbled across something that I really enjoy doing and which I would love to pursue. I am currently in the process of writing a series of webisodes with my brother Connor. As far as the series goes, “The Fully Sick Rapper and The Side Effect Project” is an epic unreality show, packed with crazy stunts and pop culture spoofing. These are stories of madness, brotherly love and rivalry.

Thanks to: Christiaan Van Vuuren
Posted by: Carmen Campbell

An oldie but a goodie – this is no new campaign but we didn’t want to miss the chance to highlight Volkswagen’s (VW) ‘the fun theory’ campaign as it’s a great example of how a brand’s ingenious use of creativity can help instigate positive consumer behaviour and build a strong following.

VW’s campaign was created in a series of phases:

Phase 1: lead by example - VW demonstrated how making things fun can positively change behaviour with its own three experiments:

1. The Piano stairs:

This resulted in an increase of 66% more people taking the stairs. With the additional online component, the video had over a million views on YouTube.

2. The world’s deepest bin:

Another idea aimed to get more people throwing their rubbish in the bin by making it resemble the sound of a 50ft-deep well. The bin collected 72kg of rubbish in one day, 41kg more than a regular nearby bin.

3. Bottle bank arcade:

Would more people recycle glass by making it fun to do? Designed like an arcade game with music and lights, this bin was used by nearly one hundred people in one evening, compared to the nearby one, which was used twice.

Phase 2: embrace consumer ideas – by holding an online competition, VW invited others to contribute their ideas, encouraging entrants to be strategic in how they could prompt behavioural change through fun ideas.

Whether their ideas aim to help other people or the environment, most of the experiments aim to effect a positive cultural change, such as safer driving, recycling and personal hygiene.

Phase 3: choose a winner – judged by a panel of experts known for either their entertainment or philanthropical values, or both. Click here to see the winner.

In addition to the wide number of consumers it garners, ‘the fun theory’ also demonstrates the longevity these kinds of ideas can leverage. It proves that, not only are everyday people willing to invest their time in good ideas (and in doing so sit side by side a brand), it reminds us how dynamic the relationship can be.

Sure, there is still relevancy in doing the tried and tested when it comes to advertising, but this example demonstrates we can afford to think a little bigger when searching for engagement. How refreshing.

Thanks to: Volkswagen
Posted by: Carmen Campbell

If there’s one trend you need to watch in the communications landscape in 2010, location based media is it. Why? Because this is the one shift that will fundamentally change how people relate to your brand. It also gives brands no other choice than to reassess how they can connect with their audiences.

Today let’s start with the basics…

Location based media is when information, entertainment and multimedia content is delivered to your mobile phone based on your location at that moment in time.

It first started appearing on the radar in 2004, but it’s only now that we have the technology to experience it (iPhones, smartphones).

With penetration of smartphones predicted to be at 448 million by 2011, this isn’t something that won’t happen. Currently in Australia smartphone penetration is at 30% and growing at a healthy rate.

The way developers and brands are delivering the experience to consumers is also becoming more sophisticated. It’s not all about being sent coupons for $1 Big Macs every time you walk past a McDonalds.

Take Foursquare, an example from the US that is rumoured to replace Twitter.

Foursquare is downloaded onto your smartphone and instantly gives you and your friends (who you can also choose to sign in to let you know of their whereabouts) a new way of experiencing old environments. As you are signed in and go about your day – visit a café, go to a theme park etc – you can earn points, receive promotional offers and so on.

You are also given information about new places in the area you might not have tried. Information like peer reviews on restaurants, discount vouchers and more. The more you interact, the more points you earn, the more brands can allow you to experience.

Foursquare is just one application. More will follow as developers refine their understanding of what people are looking for in their experience and we’ll be back with more reviews on such applications in the months to come.

Posted by: Carmen Campbell
Thanks to: RBC Capital Markets, “Sizing the Global Smartphone Market”, 2009 & AIMIA figures 2009

When Nike thinks innovation it thinks progression. So at this year’s Tour de France it created the Chalkbot to raise money and awareness for the Lance Armstrong Foundation.

Born out of the observation that every year supporters of the Tour de France write chalk messages on the streets surrounding the race, Nike followed suit – it just turned up the volume, a lot …

People were invited to send in messages of support via Twitter, SMS and wearyellow.com – then in turn, the Chalkbot would print these messages on the pavements surrounding the race.

The Chalkbot looks like this and has a computer inside which happily received people’s messages and then printed them out on the streets.

It didn’t stop there – Nike then took photos of the messages and sent them back to the person who requested the message in the first place. They were also posted on wearyellow.com on a Google Map so people could see exactly where the messages came from.

What eventuated was a collaboration between traditional and very non-traditional communication specialists to ensure people saw these tangible voices of support move into social media networks, where word of mouth became a powerful driver.

Well done to all involved. This is a campaign that required insight, patience and the support of everyday people to be a success.

Posted by: Carmen Campbell
Thanks to: Nike Chalkbot, Contagious

In this interview we catch up with Kelly Drew, General Manager of Haystac, to talk PR and social media.

Kelly shares five tips for managing PR crises now that social media is such a core component of our lives.

For more information contact: k.drew@haystac.com.au

Thanks to: Kelly Drew, Haystac

Achieving cost-effective searches online can be a challenge, especially for companies like UK car insurance aggregator, Compare the Market, where the keyword ‘market’ is so generic it equals expensive.

But this smart campaign really stands out from the crowd. It not only avoids high search costs, but has also more than tripled its web traffic and is creating quite a storm with its entertaining appeal. Its solution - develop an alternative site, comparethemeerkat.com, to help drive more traffic to the official site.

It all started with TV and radio, you can view the TVC below.

The media leads people to a continuation of the story online, which is in fact a gentle diversion to the more serious business of comparing car insurance.

Challenge met – results see the cost per click is reduced from $8 to 8c per click. Driving Compare the Market cost per acquisition down 73%. Traffic increased by 400%.

The campaign is further strengthened with strong integration into the social media environment with Facebook, Twitter and has resulted in a number of spoof campaigns on YouTube, like this one.

“This campaign really highlights the synergy between offline and online media and the importance of ‘closing the loop’ on all campaigns. All possible search terms need to be covered to capture all interest including above the line messaging and tag lines. It’s important to take a broad view with all campaigns and ensure you have search supporting your offline campaigns, so it can capture the increased traffic volumes and drive greater efficiencies through targeting uncompetitive keywords in a competitive marketplace.”

Jon Roberts, General Manager, Columbus

Posted by: Carmen Campbell
Thanks to: Compare the markets, Compare the meerkats, Emma Hall, Advertising Age, Jon Roberts, General Manager, Columbus