ROI & Cadbury

This week I will discuss the ROI or return on investment of the Crème Eggs campaign by Cadbury. However, first let’s define what the term ROI means. ROI measures the “gain or loss generated on an investment relative to the amount of money invested”. To explain the term in a simpler fashion, it means the (Net Profit/ Cost of investment) x100.

Crème Eggs Campaign

Cadburys crème eggs are only available during the first 3 months of the year, however, in recent years the Cadbury creation has declined in sales. For instance in 2011 and 2012 sales dropped by 20% and 19% respectively. As a result the challenge was to try “revive the product’s plummeting fortunes by increasing sales among its target audience of 16-24 year olds”. The solution was to invite people to, as Cadbury put it, “have a fling with Crème Egg” which focused on reaching the target audience of 16 to 24 year olds and creating a push for them to buy a crème egg. The campaign was aimed at creating Facebook content which people could share, like and comment on. Cadbury achieved this by taking to Facebook to create a series of one line posts using the following strategic methods of engagement:

  1. Quickies – e.g. reactive tongue in cheek stuff.
  2. National obsession – this played on the idea that everyone loves Crème Eggs.
  3. Your Crème Egg fill – a pure take on the TV advert.
  4. Gooey, Choccy, Eggy, MMMM – posts based on people’s love for chocolate.”

An example of these posts can be seen below:

cadbiury post

Overall benefits from the 3 month campaign include: (source 1 , source 2)

  • 3000% more successful compared 2012’s engagement levels
  • Campaign reached 15 million people in total (21% of these people had not been exposed to the TV adverts)
  • In Europe was ranked the second most successful in terms of social media activity on Facebook
  • Target age group of 18-24 were reached on average 9 times per engagement
  • 4.63 million interactions were delivered (total of $787,100 was invested)
  • Conclusion of campaign saw sales of crème eggs increase by 9% compared to 2012.

Tangible benefits

Tangible benefits are the gains which can be measured. Examples of this can include the revenue costs, asset efficiencies and sales. In relation to Cadbury, the benefits listed above are all tangible benefits of the campaign. Throughout the 3 month campaign, 4.63 million interactions were delivered with a total of 15 million Facebook users being exposed. This indicates, from measurable benefits alone, the campaign had been a success due to an increase in sales by 9% in comparison to 2012. Other tangible benefits include:

  • Connecting to the demographic of 18 to 24 year olds
  • Average of 44k users engaging per post
  • 3000% more successful compared 2012’s engagement levels

Intangible benefits

Intangible benefits are the gains which cannot be easily measured. In the case of Cadbury crème eggs, customer satisfaction is a tangible benefit. For example the target age group was 18-24 and they were reached on average 9 times per engagement, however, it’s hard to measure the amount/percentage of this group that actually contributed to the 9% increase in sales. Overall intangible benefits include:

  • Enriching the identity and product name of Cadbury crème eggs
  • Tailored Facebook posts which makes customers want to engage (share, like ,comment)

Strengths and weaknesses

The approach of creating paid Facebook advertisements as a marketing tool presents benefits in the form of increased customer engagement with posts regarding crème eggs. This is because users are more likely to engage with their social networks where they can share like and comment on the posts. However as the sales of Cadbury crème eggs only lasts for the first 3 months of the year, the level of engagement will decline once the paid advertisements stop until Easter preparations start up once again.


SLQ & The Network Effect

The network effect can be defined as the effect “that one user or consumer has on the value of a product or service to other people” The network consists of 3 types including the direct, indirect and cross network effect. By utilising the network effect, the opportunity is there for the increased value and overall appeal of a product/service. This blog will discuss the three effects in regards to the State Library Queensland and how they could benefit from the implementation of their own mobile application.


Below is a video exploring the Library and the services offered.

Direct Network Effect

The direct network effect is the increase in value of a service/product as more users take on the technology. A few examples include companies such as eBay and social networking sites like Facebook. eBay wouldn’t be the established brand it is today if there were no customers to bid for during auctions, it would essentially be like buying a product from the local supermarket due to the lack of competiveness. Social media sites likewise are known for connecting users in online community and therefore the more users that sign-up the more useful it becomes.

Indirect Network Effect

The indirect Network effect is the increased usage of a particular product/service which as a result spawns the value for complimentary products/services. An example is Microsoft with their software and hardware suites. A customer may purchase a Microsoft computer as a result of the associated features like the software and hardware.

Cross Network Effect

Cross- network effect is the increase of usage from one group which rises the value of a complementary product for another group. A common example would be the review of a product by users online which gives another group of user’s (the company) feedback or a star rating to either improve the product or as a way of gathering sales.

How can SQL use these 3 Network effects?

There exists more than 1 solution the State Library Queensland could implement however its important SLQ does take some measure to adapt and remain relevant to the public. By adopting the network effect, SLQ could create better customer interaction as well as employee engagement. The results of the innovation won’t be seen initially however over time SLQ could realise the return on investment.

I recommend the implementation of a mobile application as currently only a website is available. This application would allow for the viewing of all the services and features of the current website however with the addition of a small online community. This will facilitate customer interactions among one another as well as with the library staff as a method of customer service. This feature could also be implemented to the website. Along with the application could be the integration of a barcode which exists as the customers SLQ membership identification. The use of the barcode would only be for in-store and would be used in the same way Myer utilizes their MyerOne cards. An application is simply an easier way for tech-savvy customers to use the SLQ service while on the go. The direct network effect in the case would be advertising the product to get as many users to join SLQ. This benefits the library as they will have created a new innovation which meets the demands of the technology changing economy. They would also be if successful building a larger community for users to engage with.

The in-direct network effect would be if the application is a success among users it will prompts SLQ to continually improve the mobile application through updates. This benefits both parties as SLQ and the customers will have an improved product which continually provides better performance with each update. Another in-direct network would be after customers become familiar with the application they may decide to follow the social media pages such as Facebook. This’s due to the fact that they will want to know more about the library. Lastly the cross network effect would be utilised through feedback received from customers through a review system. These reviews could be used by the library to improve the application.

Let me know what you think 🙂

TripAdvisor and Blogging

TripAdvisor is in the professional service industry of marketing and advertising and is the world’s largest travel site. Trip advisor provides customers with links to hundreds of websites featuring the best prices on hotels, travel destinations, restaurants along with flights. TripAdvisor also provided advice from travel professionals. With 340 million visitors per month and on average 225 million reviews covering almost 4.9 million accommodation, tourist attractions and restaurants, TripAdvisor is the largest travel community in the world.

This blog will explore how TripAdvisor utilises blogs to enhance the company’s online presence. I will also discuss the potential risks with TripAdvisor’s use of blogging as well as the related Mckinsey levers.

Trip Advisor utilising Blogs

Trip advisor has utilised blogging since 2013 covering a wide range of topics. Traveller’s choice covers information on what to look for in a holiday destination and accommodation. This blog describes the 5 key factors to consider when choosing a hotel in Orlando. Travel inspirations covers the top destinations to visit around the globe while Trip advisor News covers news specifically around the company. For example, this blog covers the must see new heritage sites throughout the world. These blogs are all run and updated monthly by TripAdvisor employee, Wendy Perrin.

Blogging has allowed customers to gain additional insight and news on the various destinations as well as opinions by travel experts rather than customers. According to the report ‘The social economy’ by Mckinsey states that social technologies has enabled “new forms content creation, including co-creation and transformation of personal and group communications into context…” Mckinsey goes on say that “….blog posting can be a means to communicate immediate information, but also to access later as a piece of content. In relation to TripAdvisor, customers may have demand for insight on a certain destination which future customers may find useful at a later time however still creating value to the business.

Trip Advisor’s social media platforms consist of Facebook, Twitter, YouTube, Pinterest, LinkedIn and Instagram. Through blogging and the use of social platforms, the organisation has “changed how the hospitality industry interacts with guests, creates experiences for guests and has changed how hotels are marketed”.


With the implementation of enterprise 2.0 there comes associated risks to be aware of. In terms of TripAdvisor, the major risks of blogging include bulling and reputation risk. Mckinsey explains that social interactions in the form of bullying are possible on social platforms due to the lowered barriers to gaining access. Mckinsey states “People who do not know each other comment on one another’s blog posts or forums contributions. Almost all forms of social interaction – including negative ones, such as bullying – are possible on social platforms”.

Reputation risk is another factor with enterprise 2.0. Customers may leave inappropriate or false comments on the blog which puts the credibility of the organisation down and has a negative impact on the company name. One review from the TripAdvisor site reads “There is a real risk of getting raped here“. In the example where the blog is talking about a hotel destination and its features and a customer’s comment such as that it will deter hotel seekers away. TripAdvisor combats this with their policy which states “in addition to profanity, no hate speech, sexually explicit language or graphic reports of violent criminal activity will be tolerated

McKinsey Levers

McKinsey identifies 5  value levers across the different functional business areas that enterprises use to create value. These include:

  1. Product development
  2. Operations and distributions
  3. Marketing and sales
  4. Customer service
  5. Business support

In relation to TripAdvisor I will be discussing the functional areas, (3) Marketing and sales and (4) Customer service.

Marketing and sales

TripAdvisor has utilized social platforms as a tool to market their travel destinations to customers. This has been achieved through blogs about all the various holiday destinations for example the blog page titled Travel inspirations which covers the top destinations to visit around the globe. This is effectively showcasing what TripAdvisor has to offer just like they do on their website but through all the avenues possible.

Customer service

TripAdvisor delivers customer service through the comment section of the blog. This allows customers to ask questions to the TripAdvisor staff in relation to the destinations or just a general enquiry. For example a customer may see a destination advertised on the blog and want to now more details so in this case they may post a comment.

In summary through adopting enterprise 2.0 TripAdvisor has been able to implement blogging and other social technologies to enable effective communication and marketing of travel destinations around the world.

Social Media Risks With Myer

With the introduction of social technologies there is an increasing number of organisations utilising social media to their advantage as a link to current and future customers. Social media platforms such as Facebook, Instagram, YouTube and Twitter allow these organisations to effectively market their products over a large audience throughout the world. The possibilities are endless. Myer is the largest department store group in Australia retailing products ranging from men’s, women’s and children’s clothing to electrical, furniture and homewares. Myer has utilised social media effectively through Facebook, Instagram and LinkedIn however in order to maintain its retail position the company needs to be aware of the legal risks associated as well as measures to mitigate the effect on the organisation.

In this blog I will discuss the major legal risks associated with Myer and ways to ensure these risks are mitigated.

As a result of Myers participation in social media, the organisation is prone to risks either internal or external from contractors and employees. Dundas Lawyers discussed the following major risks in the article titled’ Legal risks of social networking for business’:

  • Poor customer service damaging company reputation (Reputation risk)
  • Inappropriate use of social media by employees
  • Leaked information by Employees / contractors
  • Privacy and copyright infringement
  • Defamation

In relation to Myer I will be discussing the issues of reputation risks, loss and disclosure of confidential information, defamation and inappropriate use of social media by employees.

Poor customer service feedback (Reputation Risk)

Reputation risk is a common issue to all major organizations, Myer included. With the online presence Myer has established customers have a medium to detail their feedback. For example a customer may have had an unpleasant experience in-store regarding the customer service and decide to take to the Myer Facebook page to vent his/her anger. This complaint would be documented on the page for not only Myer customers but through friends of friend’s, potential customers as well. As these complaints get shared around the result may be customers choosing to shop elsewhere. It’s vital for employees to reply to these customer complaints as soon as possible to mitigate the risk. Myer prides itself on providing excellent customer service on all fronts and when negative feedback is received it can be particularly damaging to the brand.

Examples of customer feedback on the Myer Facebook page can be seen below:

Employees’ inappropriate use of social media:

Myer’s social presence has also allowed employees either during business hours or in their personal time to post inappropriate material regarding the organisation. For example an employee may take to the Myer Facebook page to rant about the company or a customer they just served. Before the Myer team has time to delete the post, it would have already been seen by customers following the Facebook page which currently has 395,026 followers.

Fairwork Australia reported a case whereby an employee was dismissed after posting the following to Facebook: “wonders how the f**k work can be so f**king useless and mess up my pay again. C**ts are going down tomorrow”. Fairwork Australia found this violated the company’s handbook and amounted to serious misconduct.


Myer being in a very competitive industry, it is common for employees to take to social media making false statements about the company, customers and its competitors. An article by BRW titledHow Myer CEO Bernie Brookes caused a social media stink with his comments on the NDIS’ reports former Myer CEO Bernie Brookes on his defamation remarks regarding the levy to fund the National disability Insurance scheme.

Brookes stated”…. the Medicare levy is not good for our customers and not good for the discretionary income world, and ideally that’s another one that may have an impact”

Soon after this statement was made, consumers took to Facebook and Twitter to express their disapproval on the matter.

Loss and Disclosure of confidential Information:

Through Myers ‘MyerOne’ rewards program, customers are able to gain shopping points with each purchase which adds up to offers and gift cards to use in-store. These cards contain customer’s personal information so in the case where an employee with access to the records leaks the data to social media it would mean the loss of thousands of customer’s confidential information.

Social Media Policy

To mitigate these potential risks, a Social Media Policy is required to protect the Myer brand and its employees. Below is what should be included in the policy:

  • Employee’s social media conduct: during/after hours
  • Employer’s rights to monitor employees social media activity: To ensure potential risks are handled quickly
  • Confidential Information
  • Copyright
  • Procedures to handle negative feedback through social media: replying to complaints/feedback to resolve issues quickly

In conclusion the use of social media comes with associated risks both external and internal to organizations.  Myer needs to be aware of these risks to protect the brand they’ve worked so hard to create.

Introduction Of Enterprise 2.0 to Asia Canteen

Asia canteen is a small franchise with 4 stores across Brisbane serving asian cuisine. These stores are based in Arana Hills, The Gap, Strathpine and Kallangur. In terms of an online identity the business is barely active on social media and owns no official website instead they have multiple listings with pages like Yelp, Zomato and brissy.

Asia canteens current active social platforms consist of a Facebook page which is rarely used and in fact the last post dates back to June 2014 where an image of the menu was posted however when enlarged becomes blurry. They also own a Google+ page which is solely around gathering feedback from customers however this as well receives very little traffic. The fact that customers have no way of looking at a menu online is already a potential turn off for customers. Most successful dine-in take away outlets will have a strong presence online with both a Facebook page to let all the customers now of the great deals and an Instagram page filled with the latest photos of the dishes available. They will also have a website. The implementation of Enterprise 2.0 is necessary in order to improve their service and find a larger customer base.

Example of competitor Noodle box online presence (Instagram, Facebook):


McKinsey Levers

McKinsey identifies 10 value levers across the different functional business areas that enterprises use to create value. These include:

  1. Product development
  2. Operations and distributions
  3. Marketing and sales
  4. Customer service
  5. Business support

In relation to Asia canteen I will be discussing the functional areas, (3) Marketing and sales and (4) Customer service and how incorporating these levers can benefit the franchise.


Gather customer insights

Gathering customer feedback with the adoption of social technologies can be collected with ease. Comments can be made on Asia Canteens Facebook page as well as Instagram upon creation and why not a Twitter account while we’re at it? Customer reviews can continue to be made on the franchise’s Google+ account and listings with yelp, zomato and brissy. These comments are necessary to gain insights on customers preferences. For example a large majority of customers may comment the fact they favour a particular dish which could give incentive to the company to introduce deals or better market the dish. These accounts however will need to be actively monitored by management to reply to enquiries and complaints. By the term ‘actively monitored’ I refer to an employee who has the job of constantly contributing to these social media platforms as right now its hardly utilized.

Marketing communication/interaction using social technologies

Social media for businesses offers a way to connect with the customers by engaging in regular posts that prompt replies. This can be as simple as an image of a dish with the caption “Anyone tried this dish, what was your thoughts?” Not only will this prompt customers to reply but it’s also potentially building their customer base as photos get sent around social media. Right now when considering Asian cuisine, Asia canteen isn’t what comes to mind however if they explored their social identity they could open up doors for more than just local customers but consumers who see their food online and want a taste. The possibilities are endless

Customer care

Customer care is vital for any business as it helps to improve the franchise through taking customer complaints and fixing the issue for future customers. Customer care also plays an important role in resolving conflict with a customer unsatisfied with the service. In terms of Asia Canteen they will be able to use the tool of social media to connect with users and resolve conflict by offering a free meal or large discount on their next purchase. Through Social media it allows for complaints to be handled quickly and saves the reputation of the franchise.

In conclusion implementing Enterprise 2.0 can make a world of difference for a franchise like Asia Canteen which has no real standing in the online world. Firstly returning to the deserted Facebook page, creating new platforms like Instagram as well as twitter and continuing to engage with user reviews on Google+. Lastly the creation of a website. These are all necessary steps which will see Asia Canteen increase its industry importance in the near future.

An Introduction Into Social Enterprise Consultancy

HI my name is Shanil and I’m a Social Enterprise consultant. To get started let’s take a look at some of the theory.

What is a social enterprise/consultant?

A social Enterprise to me is defined as a for-profit or non-profit business that maximises their social impact using various social technologies. This brings me to the role of a social enterprise consultant. As an enterprise consultant myself, it’s my job to help organisations realise their true online potential. This includes analysing current business and social issues and looking for areas to enhance an organisation’s social presence. This can be linked to Enterprise 2.0 which is the according to Wikipedia is the “strategic integration of Web 2.0 technologies into an enterprise’s intranet, extranet and business processes”.

For instance an organisation may be using Facebook as their main social media platform, however, why not expand and have not only Facebook but Instagram, Twitter, Pinterest and LinkedIn? In fact looking at the below graph by PewReserch which centres on the growth of social media platforms (2012-2014) it’s evident that while Facebook’s growth from 2013 – 2014 has reached a halt, sites such as LinkedIn, Pinterest , Instagram and Twitter have all maintained steady growth from 2012- 2014. So this begs the question to all organisations, why not expand your social presence?


There are challenges around an organisations willingness to innovate their business model to incorporate social networking. These include the ability to reach a new audience, attracting members who want to engage with the content and lastly being able to create interesting posts that will keep members coming back. Even though these challenges exist the benefits are endless with a key importance on better customer engagement.

Purpose of my blog?

The purpose of this blog is to create a blog each week over the next 12 weeks showcasing my engagement with social technologies based on various topics. My strategy to creating an effective community is based on sharing my blog through WordPress as well as Facebook to reach a larger audience. I will also make regular attempts to connect and comment on other blog posts of similar content.

I will endeavour to make each of my blogs as intriguing to my audience as possible. I intend to achieve this by blogging about topics of interest to me whether this be a current headline circling the internet or just something I would like to know more about. Before writing these blogs I will undertake thorough research on the topic so that for one the post will contain only reliable content and secondly it’ll allow me to expand my knowledge base at the same time.

Below are some blog sites that I enjoy reading:

1 – Buzzfeed news is one the few sites I tend to visit daily just due to the out of the ordinary articles they post. They use images, memes, and videos throughout the blogs as a method of engaging the audience and it works.

2 – TMZ covers stories on entertainment news and celebrity gossip. I enjoy reading TMZ articles due to its short and simple delivery method utilising videos and images.

Any comments are welcome 🙂

The End

When first enrolling into this unit, IAB260 (Social Technologies), I remember being somewhat skeptical on whether I’d enjoy the content. The fact being I’ve always been a fan of those typical business type units which focus on formal reports so when I heard blogging was the core assessment of IAB260 you can understand why I was concerned. Oh and did I mention I had never written a blog in my life? 13 weeks later…. And I have to say I was completely overreacting. Although it took a while to get a grip on the concept of blogging I’ve found it easier to write and state my opinions on issues important to me.

In terms of the learning environment, I felt it was a unique experience in which I would definitely partake in again. One of the things I loved about the unit, and I think I can speak on the behalf of most students, no lectures! I remember being ecstatic about this and for me it meant getting those extra hours of much needed sleep on Tuesday. Of course by no lectures I mean not sitting in a room listening to a lecturer, but, we still had weekly readings which were based on the weekly activities. I found these articles and videos especially useful in completing the fortnightly blog activities as it gave me ideas and examples to discuss.

I also liked the idea of the unit having its own website which rid the need for Blackboard or Virtual which we all know had its own little issues. I’ll admit at first I didn’t see the point, like why can’t the announcements and activities be posted to Blackboard, but, looking back now it all makes sense. With the amount of learning resources and videos we received, I can see how Blackboard wouldn’t have been ideal. With Blackboard I was always concerned that there might be a maintenance outage which would cut my access to lecture and workshop material and as a result leave me stranded with no way of starting assignments. However, with the unit website everything is easily accessible and, also, the teaching staff are lenient with the submission time unlike blackboard where assessment must be on time or 0% is allocated.

Prior to undertaking this unit I had never thought about using Google+ either for social or student reasons but I didn’t really have a choice in this case. However, after using the platform for a couple of weeks I realized that with all of the interaction with peers and staff that was required of us, Google+ created a fun and easy way of doing so. WordPress was also a new venture for me and took me some time to figure out all of the features such as how to add images and set the layout properly. This is the first time that I’ve experienced a teaching method like this at QUT and even though there was an initial adjustment period I have thoroughly enjoyed it.

Having the activities split into two categories, ‘odds’ and ‘evens’, allowed me to prioritise my time for my other 3 units. Being in the ‘odds’ group I’ve been able to gain knowledge on topics from online communities, trust & ethical issues surrounding bullying, online activism utilizing the #hashtag and the history of the meme.

So which one did I find most challenging?

For me the most challenging blog was week 1 where I was required to blog about online communities and, more specifically, what made up a community and my involvement. You might be thinking ‘shouldn’t week 1 be the easiest’ and yes that’s what I thought, but, it wasn’t the content itself that was difficult but more so how to write a blog. As I stated earlier the transition from report writing to informal blogging was a slow transition so at this stage I was unsure of my ability. Compared to my more recent posts, I was merely stating facts with no real input from myself in the form of my personal opinion and perspective backed up by resources. Luckily for me I was able to get valuable feedback from the teaching staff and my fellow peers which helped me to continually improve.

Out of all the ‘odds’ activities I enjoyed writing about online activism the most. Through undertaking research I was able to gain a better understanding of all the different hashtag instances including the #icebucketchallenge, #HeForShe and #Kony. Reading through all the support from the various hashtags was very inspirational and made me understand just how much of an impact online activism has on the world.

What is the key take-away for you in this unit?

Over the course of the unit I can proudly say I learnt a lot about the various topics covered and one particular take-away was the manner in which I use social media. Through completing Assignment 1 which was built on three parts consisting of an infographic, Venn diagram and critical reflection I was able to analyse my own platform and social media usage. All of these as a whole helped in distinguishing who I am within my social spaces and also that I’m a major ‘social lurker’.

Below is the learning outcomes for IAB260:

  1. Apply analytical and critical thinking skills to understand the way people experience social technologies, including how people construct personal and professional online identities
  2. Assess and critically reflect on social technologies and their applications
  3. Demonstrate broad knowledge of issues and topics related to social technologies and deep knowledge of one or more specific topics
  4. Apply verbal, written and visual communication skills that effectively convey information in social media contexts

Through completing the weekly activities and assessment I feel as though I’m in the position to tick each of the above learning outcomes.

My contribution to the Google+ community was limited throughout the semester. I did on occasion comment on peoples’ infographic posters but other than that I was the stereotypical ‘lurker’. On the other hand I always made a point to read through my peers’ blogs from both ‘odds’ and ‘evens’ and made a few comments along the way. Overall, I feel I could have contributed a lot more on the Google+ community to both provide and receive feedback.

IAB260 has provided me with an enjoyable experience and skill set that I can take with me moving forward. The unit has taught me how to effectively write blog posts as well as provide insight into my own social media usage. I should also thank the Google+ community as with their continued support I have been able to slowly, but steadily, improve.

Dancing Man

I’m sure we’re all well aware of bullying but just in case the term is defined as a “repeated verbal, physical, social or psychological behaviour that is harmful and involves the misuse of power by an individual or group towards one or more persons.” Every day you hear instances of bullying on social media or the news, however, one story especially caught my attention. The story of the #dancingman.

Let’s have a look at how it all started.

Dancing Man

#dancingman started when an anonymous 4chan user uploaded 2 photos of a man dancing, however, not for the right reasons. Instead of applauding the man’s dancing capability the user took to social media to shame Sean online with the caption “Spotted this specimen trying to dance the other week. He stopped when he saw us laughing.

Below is the initial 4chan post:

Not too long after, the photo was reposted to Reddit and Imgur with many appalled users. One caption stood out above the rest which read “I find this behavior f**king despicable. If you’re out there big man, f**k those kids. Keep dancing.

#dancingman was now viral online with thousands of people posting their support. Among them was writer Cassandra Fairbanks who took to twitter to start a campaign to locate the dancing man and throw a special party. Below is the first tweet by Cassandra :

Cassandra followed this up with another twitter post with the hashtag #finddancingman:

The hashtag caught on among the twitter community with users trying to contact the dancing man so they could all dance together. Below are some of the tweets under the hashtag #finddancingman.


Twitter account user Max Taucer posted an image of the #dancingman with the caption “FindDancingMan spotted in London with dancing partner”. Below is the tweet.

Sean aka dancing man then created an account with the name Dancing Man and made his first tweet acknowledging the support social media has shown. Tweet is shown below:

Cassandra then hit back with another tweet:

At this stage the thought of the dance off VIP event just became a reality and, if this wasn’t already enough, numerous celebrities started to get involved, showing their support for the VIP dance party. The following are some of the celebrity tweets:

Below is a YouTube video which gives a detailed overview of the #dancingman incident:


For those of you interested the dancing man finally got his party! Image is below:

In a recent interview Sean spoke out about the incident and this is what he had to say:

I have no shame in myself; I’m quite self-confident. I just feel sorry for the people who take the Mickey out of [mock] other people because they have their own insecurities!

With the introduction of evolving technologies, bullying is no longer merely limited to verbal or physical bullying but now cyber bullying. The internet has opened up another deliverable to shame and bully peers either privately or publically for its billions of users to see. According to a survey by NoBulling  it was found that 70% of young adults victimised by cyberbullying suffer devastating effects to their social lives and self-esteem. It’s also evident that with cyberbullying comes potential ethical issues.

Ethical conduct is defined aspertaining to or dealing with morals or the principles of morality; pertaining to right and wrong in conduct.” Utilising the case of the dancing man, a key ethical issue was the fact that the poster didn’t have the authorisation to take the photo let alone upload it to social media. So why did these individuals feel it was right to upload these images? Well according to the president of the Ethics Resource Centre, Dr. Patricia J. Horned, there is more than one influence. She stated that “one influence is the values that we learn as children” as well as “the influence of people along the way in our lives.

 Why dancing man?

I’ve always been a strong believer against bulling so when the story appeared on Facebook, it immediately caught my attention. It’s especially heartbreaking since Sean or in other words ‘Dancing Man’ was simply out to have a fun night which was halted by a couple of non-remorseful party goers. It’s also interesting to note that both parties had no association with one another so, in my opinion, isn’t that more reason to mind their own business? Let’s take a moment to step inside the shoes of Sean and just have a think about how he might have felt. To be out having a great night only to see these people taking photos and laughing. Not sure about you but that would really affect my self-confidence. How would that make you feel?

Thanks for reading

What is a meme (Overly Attached Girlfriend)

One thing I’ve learnt from online memes is that they are the perfect examples of procrastination and I think most of us can relate right? Whether you’re trying to put off studying for those fast approaching exams or simply waste time on Facebook, memes are always there to tempt you. The ‘overly attached girlfriend’ memes are hands down my favourite on the internet! Why? They’re just so ridiculous and creepy that they’re actually funny. You might be thinking “what the hell is a ‘meme’?”. Well don’t worry within this blog I’ll take you through what a meme is and also discuss the highly famous ‘overly attached girlfriend‘ meme and its history.

Firstly what is a meme?

According to an article by Paul Gill a meme is defined as a viral social idea or symbol that “behaves like a flu or a cold virus, traveling from person to person quickly”. The term ‘meme’ was first introduced by Richard Dawkins in his book titled “The Selfish Gene” with the thought that an “idea, behaviour or style” makes it way from person to person within a culture. Now with the introduction of the internet the ‘meme’ has been readopted with memes like the ‘overly attached girlfriend’ spreading virally around the world.

According to Sean Rintel, there are 3 key features that a meme must have to ensure its longevity. These include:

  • Intertextuality –  Have the ability to relate to other memes
  • Indexicality – Meme is able to be used to capture many different situations
  • Templatability  –   Recognisable structure with capability for new content

With the absence of these 3 features a meme may not sustain success on a large scale for very long. This is due to the lack of creativity and room for new content as no one wants the same meme popping up on their screen hence why it’s important for a meme to be reproducible in different scenarios. Going back to the ‘overly attached Girlfriend’ meme, it can tick all of these 3 boxes which is why it’s been a major success. Let’s take a closer look at the meme saga and how it came to be.

Overly Attached Girlfriend

Overly attached Girlfriend is a webcam video of a girl portraying the stereotypical girlfriend who is “overprotective and clingy


So where did it all begin? It all started with a campaign aimed at Justin Biebers new fragrance ‘Girlfriend’ asking all fans to upload a ‘girlfriend’ parody of the single “boyfriend”. The video titled “JB Fanvideo” was uploaded on June 6th to YouTube. The video is shown below:

The parody with its clingy and somewhat creepy lyrics gained more than 1.35 million views in less than 48 hours. Today the “JB Fanvideo” has well over 17 million views.


With the viral success of the video, social media sites including Facebook, Tumblr and various other online blogs including the likes of Buzzfeed, Guyism and Quickmeme started to get involved. Soon the internet was flooded with memes from the “Girlfriend” video, some of which are quite funny and others are, well, just weird to say the least.

Collection of memes

Source : ‘Overly attached girlfriend’

Overly Attached Boyfriend

Merely a day after the release of the “Girlfriend” fan video, attempts at creating a male counterpart were going around Reddit with a post titled ‘Overly AttachedBoyfriend’ consisting of males staring “creepily” at the webcam with the hope of imitating Liana’s “Girlfriend” fan video. Most of these attempts had little success until June 6th when Phatrick129 uploaded an image of himself to Reddit with the caption “Odd first post, but my friends keep reminding me I look like a certain someone.”

Can you see the resemblance?

Following the upload, the image was flooded with user comments pointing out the clear resemblance to Liana, a.k.a., the ‘overly attached girlfriend’. Below are some of the comments:

Overly attached boyfriend meet overly attached Girlfriend

Sources : ‘Overly attached girlfriend’ ‘Overly attached boyfriend’

 Internet search

According to the Google trends, June 2012 was the peak month of the ‘overly attached girlfriend’ meme which was the same month it was released to the public.

My involvement with memes

I’ve always enjoyed scrolling through the various memes on Facebook but never thought I’d make one let alone share it. However, for IAB260 this was my exact task. More specifically, the task was to create a meme based on online blogging and share it around my social networks. I chose to share my meme on Facebook as I believed there would be more exposure. Below are the results.