Tinder is a mobile app that allows individuals within close geographical proximity to connect.  The program gathers users basic data via Facebook and displays your mutual friends, shared likes, and geographical distance from your location. Essentially the app functions similarly to ‘hot or not’; however if both users approve of each other they are able to chat through the app.

There have been a wide variety of reviews on Tinder; some claim it’s going to put online dating out of business, others expect it to be a passing fad like Chatroulette; however, all critics agree that Tinder it has been a huge hit in the mobile app market. Since the app was released just over a year ago it has received well over 50 million downloads.

The question for successful app developers such as Tinder and Snapchat is how and when to implement a revenue stream.  Free-ad revenue streams for content-oriented entertainment apps have a reputation for wide target and high-initial traffic. This model includes 3rd party platforms, independent platforms, as well as Ad exchanges. Often times these smaller, less-familiar brands sell their company over to technological giants (i.e. Instagram acquired by Facebook). While these offers are often enticing for smaller companies who have operated revenue-free for multiple years this acquisition can also be seen as ‘selling your soul’, the social equivalent of selling your company to Proctor and Gamble.

Personally I would love to see a company like Tinder join forces with a company who lacks a social aspect – specifically a company like Netflix. I think it would be interesting to view Netflix favorites or recently viewed displayed in a similar way to mutual Facebook likes. Individual’s interest in TV and movies can say a lot about their personality, and a program like Netflix is growing in popularity among younger age groups who have an appreciation for efficiency and on-demand services.

Sick of seeing the same boring viral video posted on Facebook? Maybe you PVR’d the World Series Final and want to get through your day without seeing the results posted on Social Media. A new add-in called ‘Rather’ may be the answer to your prayers. The relatively recent introduction of hash-tags into Facebook allows Rather to scan your Facebook and Twitter for user-specific filters and swap out the topics you don’t want to see/hear about, with ones you do.

There are currently a few barriers that are keeping Rather from becoming a huge hit with consumers. Firstly the program works based on scanning words through hash-tags. As a result if someone uploads a photo of the final score of the World Series without any of the keywords you have highlighted, there’s no way for the program to pick it up. Additionally, many users are not using Hash-tags for their proper and intended use. So, similarly if someone uploads a photo of the World Series scoreboard and says ‘#gametimewithfriends’ or ‘lazyFriday’ Rather has no way of filtering out the photo.

Consumers these days are inundated with commercials and advertisements. Recognizing this, companies are making more and more use of targeted paid-online advertisements. Whether it be promoted tweets targeted to your geographic area, Facebook ads targeted to your age and gender, or pop ups based on your previous searches you can be reasonably sure they there specifically for you; however, the difference between targeted ads and Rather is that many consumers aren’t typically aware of that they are being targeted by certain ad agencies, whereas Rather requires users to consciously select what they see.

No doubt Rather is a unique program that will catch the attention of many users; however, I can’t say I’m convinced it will have long-term impact on our social media channels. Personally, I would be more frustrated by seeing photos of rabbits or cute babies that had been filtered in to replace a Rob Ford press conference video. Surely you are connecting to people via Facebook or Twitter because you’re interested in what they have to say, it’s a part of social media. To me, Rather is the social equivalent or yelling ‘CUTE PUPPIES’ when your friends are talking about a topic you’re disinterested in. So, while I am impressed with the innovative technology, I can’t help but to feel that Rather is discouraging the authenticity that makes social media such a unique and interesting part of our daily routine.

As a resident of the town, Whistler Blackcomb has always been a prominent brand in my life. However, since my time at Sauder, and specifically with the focus on marketing I’ve been able to see the brand in a new light.

Specifically this winter I have noticed the effective use of earned media as well as co-creation. Whistler Blackcomb is fortunate in that their brand has many positive associations with which outdoorsman worldwide who wish to align themselves with. As a result WB has attracted a significant number of strong brand loyalists, which I’ve begun to notice the company has used leveraged through social media to the assisting them in their marketing and advertising efforts.  Specifically, two WB promotions have stuck our in my mind over the past year:

1. The ‘You Name It’ competition – In ancticipation of Whistler Blackcomb’s new quad chair going in this season the company held a competition encouraging WB enthusiasts to name the new Crystal zone chair lift. In addition to bragging rights the winner received a seasons pass for the 13/14 ski season or a $1000 gift card to Whistler Blackcomb as well as a chance for you and 3 friends to have the first public ride up the lift when it opens.
2. ‘Snow Ready’ – A familiar term to anyone who has been following Whistler Blackcomb on social media this fall. Essentially Whistler Blackcomb’s promotion encourages users to compete for the best ski/snowboard ‘throwback’ on Instagram and Twitter with a wide variety of related prizes given out on a regular basis. A great way to get loads of user-generated content out there, get consumers excited for the upcoming season, and act a reminder for those not as actively involved with the brand to consider buying a pass for the season. Check out the quirky video that WB put together to kick off the campaign:

http://vimeo.com/76617645