Human resources embraces social media for their busines purpose but needs more resources. This is the essential finding of a study by ochrehouse, a recruiting outsourcing company. 82% of HR professionals now use social networking as part of their attraction strategy. The study makes clear that less than 30% of HR professionals have a dedicated resource for social media. 45% admitted to not having a formal social media strategy in place and only 23% measured its return on investment.
It seems that social shopping is on an all time high on the web. And some clever people have just launched their Mertado platform that “rather than try to integrate social features into a retail site, it’s offering a store that’s actually built on Facebook Platform and Facebook Connect, and it’s looking to use the social graph to its advantage.” Read more on Techcrunch…
Although it is still quiet, the main sports brands are getting ready to heat up the emotions for the World Cup 2010 in South Africa. Nike launches an online viral campaign by Wieden+Kennedy for some new soccer boots. The idea behind it explains Pierre Janneau, Art Director, Nke Football: “Mother Nature doesn’t understand the ‘perfect pitch’. We wanted to demonstrate the many faces she might show during the tournament with a graphic illustration of how pitch surfaces unexpectedly evolve during the course of a game.” In this viral, you can tell FC Barcelona’s Zlatan Ibrahimovic has got the right grip for the ground to succeed with a great finish. Lovely futuristic idea…!
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Manche mag es nerven, wenn im Social Web permanent die Rede vom Kulturwandel ist. Andere leben diesen Kulturwandel, erfinden neue (Job)Titel wie den Personal Web Manager. Grant McCracken benennt in seinem (nicht mehr ganz neuen, aber sehr aktuellem) Buch eine moderne “Stabsstelle” in Konzernen danach: Chief Culture Officer.
In seinem Buch (und im Kleinen in diesem Videointerview) geht McCracken darauf ein, wie Firmen den Chief Culture Officer finden sollen, um weiterhin an vorderster Kundenfront den Puls der Zeit zu erkennen, und wie Kunden Marken mitgestalten können.
Die Person des Chief Culture Officer kann es derzeit sogar in unvollendeter Form schon geben. McCracken bezeichnet diese Personen als “Cool Hunter” oder “Guru”. Eine Art Visionär, dem es aber noch am tiefergreifenden Verständnis für den wandelnden Kulturanspruch fehle. Dieser dreht sich darum, was der Menschheit wichtig ist und was sie für ihr Leben benötigen.
Persönlich finde ich seinen Vergleich des alten und neuen “Marketing-Auftrags” interessant.
Alt: “You load up the canon. You come up with a simple message. You say it as often as you can, as load as you can until the dimmest person in the world understands that’s…”
Neu: “That’s just irritating for everyone. What we want instaed is something closer to conversation. And the buzz word that people are now usinmg is the social co-creation. If you want a vital animated brand, if you want to bring in people like this guyin the spot we just saw to help co-create that brand (…) so what you do is you send them of.”
Konzerne, die dem Kulturwandel einen Schritt näher kommen wollen, sollten sich das Video in Ruhe ansehen – und sich mal Gedanken darüber machen. Und idealerweise ihre Meinungen dazu mit uns teilen…
The privacy debate in connection with social networking and 2.0 software is sometimes misinterpreted. A new study by researchers at UC Berkeley and the University of Pennsylvania shows that younger adults watch their private data, especially when companies want get hold of those data. The key findings are that…
82% of respondents ages 18 to 24…
84% ages 25 to 34…
85% people 65 and older…
refuse to provide information to a company because they thought it was too personal or not necessary.
The study result shows that young adults are clever enough to distinguish between private and private information. They still take care of their privacy in terms of credit card number, passwords, phone numbers, etc. On the other hand, they provide through applications data-entry for millions of companies for free. So, do they really care about their privacy as the headline suggests?
Finding a list of b2b marketing strategy ebooks is a challenge. THX to Jon Miller who created a fantastic list 16 relevant and high-quality ebooks end of last year.
Understanding the power of viral advertising is understanding the power of the social web. Good commercials will stay being a powerful tool in social networks. The brands can only profit from it… no matter if the commercial -like this one from Ford- is four years old. If it is cool, it will be valued good for a long time!
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The last IT managers and their data and identity security topics were always a challenge for me to find another password instead of ‘iloveyou’ or a mixture of birthday numbers. The question is: Is this permanent change of passwords really as effective as possible and in favor of our security? One thing is for sure, if users have a password manager, they just need to remember one powerful super password.
The Microsoft researcher Cormac Herley now found out that the hype around passwords can be doubted. Herley states that users who ignore security advice are acting rational – and not lazy or stupid. Nevertheless, the study concludes changing passwords constantly is a giant waste of time and money. Plus: It makes the users no safer from identity thieves.
Herley resumes that a task requiring one minute per day from every working adult in the U.S. costs about $15.9 billion per year. Unnecessary security advice “treats as free a resource that is actually worth $2.6 billion an hour.” Does that make sense from a ROI perspective?
The strategy of thieves is not to go for dictionary attacks. These won’t break security. Giving away security credentials through phishing or keylogging is the most effective way. The main issue of the paper is the common requirement that users have to change passwords at specified intervals. Hacker that steal your password will be using it straight away – waiting is nt his tactic.
“Insisting that users choose a unique strong password for each (account) which they change often and never write down is clearly a large burden.”
Spot On!
How do you see this study? Is the mega password with the password manager he best option for security?
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About a year ago, a Robert Hall study showed that 55% of CIOs don’t allow the access to social networking sites like Facebook and Twitter. This year’s study shows that the IT policies are changing to stricter guidelines…
– 38% have implemented stricter social networking policies regarding personal use of social media sites
– 15% have become stricter regarding business use
– 17% have become more lenient
Strategy& published its “Marketing Media Ecosystem 2010” report which sees a significant necessary change away from a “traditional marketer/client – agency – media company structure” to an economy that needs to change the pace of adopting new marketing tools towards a new marketer to end user relationship.
The key findings show the relevance of reference marketing…
– 88% agree the speed of marketing execution will become more important due to digital
– 80% believe insights into consumer’s digital behavior and related targeting will become more important
– 55% of users see consumer recommendation more important than pur brand knowledge
– 59% lack sufficient experience with digital/online media
– 51% do not have adequate senior support for digital
This commercial from Jack Rabbit Beer might be made for male humor. But it is more the chronology of the narrative time that makes it funny.
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Those who see and embrace the modern social web world will understand the 7C’s by Umair Haque, Director of the Havas Media Lab.
“Social media strategy fits inside a marketing (business, corporate) strategy, and is shaped by it. Social strategy fits outside business and corporate strategies, and shapes them. Social strategies are about rewriting the logic of the industrial era entirely, shifting gears in how we think, envisioning a broader, more powerful, more challenging use of social tools. They are about developing the capacity to understand an organization’s role in society, and how to play a more constructive one, wielding sociality as a source of advantage — by acting radically more meaningfully than rivals. Social strategies are about reinventing tomorrow.”
These words correspond as a long version format with the interview I have given to the Internet World some months ago (German only).
In order to improve your online sales tactics, here is a clear cut approach by TJ McCue how to improve your website sales efforts. He shows us some good and bad examples of online sales communication.
This funny insurance commercial from the Bangkok Insurance is excellent. It is showing the probability (0,00000001%) that your next unexpected accident or thunderstorm will not end without the need of an insurance company…
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Most companies wonder how the purchase funnel looks like when consumers evaluate products they think about buying. A recent study from ATG helps: 30% of consumers reach out to more than three commerce channels to research a product and make a purchase. This shows that retailers and merchants need a broader cross-channel approach to boost sales and enhance customer purchase decisions.
The consumer study found that more than three-quarters of consumers use two or more channels and nearly one-third work with even three or more channels to research and purchase products. While we have all expect that mobile use and social media find their way into consumers’ online commerce activities, it is surprising that traditional catalog channels are still popular.
“Merchants have heard the call for a stronger cross-channel strategy for many years, but what has been lacking is a deeper explanation about why this is so important. We are seeing a multi-channel revolution now, with a vast majority of consumers using multiple channels and now almost one-third actually relying on three or more channels to complete transactions. Retailers must direct their energy toward fulfilling the unique role and sales potential of each channel. This research illuminates the expectations consumers have for the Web, call centers, the store, catalogs, and email.” Nina McIntyre, Senior Vice President Marketing and CMO, ATG
The key findings of consumers’ cross channel experiences…
– 78% use two or more channels to browse, research and make purchases; 30% said they use three channels or more
– 78% of all consumers say they use catalogs to browse and research products or services at least four times a year BUT 40% of those consumers never purchase products or services through catalogs.
– 43% start their research online or with mobile devices. BUT They need to call customer service or call center representative to complete the transaction because the product or service information cannot be found online!
– 39% browse via the online or mobile channel and then make purchases in the store because they prefer to touch and feel the product – reason for 36% is product and brand comparison
Interesting findings on mobile commerce (emphasis on the 18-34 age)…
– 27% of all consumers 18 and older use their mobile devices to browse or research products and services at least four times a year, and that number jumps to 41% for the 18-34 year-old age group
– 13% of all consumers 18 and older and 23% of the 18-34 age purchasing at least four times a year via their mobile devices; 8% of the later are doing it weekly
Spot on!
The study highlights how important it is to link online and offline sales communication and give the customers the same purchase service in multiple channels. It will always be difficult to understand where customers make their final purchase decision and where they finally buy though. This additional study by Google underlines the trend for an offline and online purchase decision mix. One things is for sure again: The need for more awareness around the incorporation of commerce activities in social networking sites like Facebook, MySpace, and Twitter is gaining momentum.
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The paradigm shift friom nubers to relevance become more and more important – and the user’s social lifecycle puts tables upside down in business – by Mahendra Palsule. When I talked about the importance of relevance some years ago, people laughed and said, this is never going to happen as numbers are key for business… Ah, yes…!
Social networking sites are popular with eight to 12-year-olds. 25% of underage children have profiles on social networking sites, according to research by media regulator Ofcom.
Come on you social media gurus! Let’s all have a laugh… Shall we?
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In the last four weeks, some of the users of The Strategy Web might have seen a small icon on the right hand side of my blog called ‘SocialSpace’. You might have wondered what it is. Or how to use it. Here comes the answer. Now, that the team around the eblizz founders, Jeanette Okwu and Martin Wawrusch, has completed the integration of the social software tool, I will introduce you to a technology that I would call the next social shopping extension for future business.
Social networks are on an all-time high. Corporate websites and shops loose out on traffic and referential linking as people start talking, connecting and linking via social networks like Facebook, Twitter or other social networks. SEO doesn’t work here as closed front doors don’t allow access for SEO tactics. And with the massive rise of social networks, especially Facebook, the question comes up how to bridge the lack of a connection between social networks and homepages or shops.
eblizz offers this solution. It brings social networks and brands together. In a way that social Networks become an integral part of brand websites – be it homepages, shops or blogs. For now, eblizz starts with Facebook – but Martin told me, other networks will follow.
With eblizz users can interact with their social networks without leaving branded sites. Content can be shared with friends on Facebook. Users can immediately comment from the website they are on. Or store products visually in ‘The Shoebox’ and keep it for later purpose or use. Content can be, or as eblizz calls it, has to be ‘liberated’
What is the benefit of eblizz? Business perspective Think about it. Prosumers create masses of content on the social web. Consuming that content, prosumers realize that brands become more and more exchangable. This causes problems for companies. They need to increase efforts to make their brand get heard. So ideally, companies make use of recommendation marketing to use the buzz of their brand fans.
User perspective Consumers often find things like nice products in online-shops. Or great music. Or funny videos. Or great pictures. And they want to recommend this to friends they are connected with on social networks. Today, it is impossible to take your friends from homepage to homepage, and easily share that content via a social network with one click.
Imagine your Facebook friends follow you from website to website. And, when you want to recommend something to them, you don’t have to change browser windows. You don’t have to cut-and-paste content. You just drag and drop it to the relevant person. Watch the short explanation and tell me if this isn’t really cool…
Companies pay a fee to get their websites eblizzed – no matter if it is a shop, a homepage or a blog. Their sites will be defragmented like a cake. This makes it easy for prosumers to share and recommend relevant pieces of content of a website: videos, links, pictures, etc.
Once a site is eblizzed, users find a button called SocialSpace – the button I started talking about at the beginning. The user logs in with on the question-marked face with their social network account. The SocialSpace opens up in a small picture on the website they are on. The users see their profile, the friends and updates immediately. They can also search for friends. And, they can immediately interact with their social network friends.
Users can even ‘bookmark’ interesting content in their Shoe-Box. The Shoe-Box is a place for personal content belongings. Here the users keep very special things in their SocialSpace. Maybe to recomment or remember a product or present for a Christmas or birthday in the future.
eblizz offers a next generation website customer service. eblizz integrates social network interaction in companies websites. And eblizz will become the driver of social commerce efforts by enabling engagement and brand buzz.
“Prosumers” create masses of content on the internet, including blog posts, product reviews and ratings. Producing all that content, prosumers begin to blur the lines between brands, making them more interchangeable. Not good for individual brands. That’s why companies need to increase efforts to distinguish their brand from all the rest. One way is to capitalize on “recommendation marketing” — build the buzz created by their brand fans. eblizz can help.
And here is how it works…
Consumers often discover products that they love online. And great music, funny videos and awesome pictures. They want to recommend them to their social-network friends. Today, it is impossible to take social-network friends from homepage to homepage, and easily share that content via a social network with one click. This is a universal social web problem!
So, imagine your Facebook friends follow you from website to website. And, when you want to recommend something to them, you don’t have to change browser windows. You don’t have to cut-and-paste content. You just drag and drop it to the relevant person.
eblizz was created to make things easier for anyone who wants to recommend content, product and services to any or all of their social-network friends. Websites and blogs sign up to get “eblizzed”. The fee seems very reasonable. Once a site is eblizzed, a button appears on the site’s homepage called “SocialSpace.” When a user logs in with their social network account information, Facebook for example, the SocialSpace opens up into a small picture that displays the user’s Facebook profile, Facebook friends (and their pictures!) and updates that are happening on facebook right from the website the user is on. The user can then drag and drop anything from the website right onto the Facebook page of any or all of their Facebook friends.
The user can also ‘bookmark’ interesting content from the website by dragging into their “ShoeBox.” This content stays in the Shoe Box for the user’s later use, can be edited and also shared.
Spot On!
So for me, the reason for a website to get “eblizzed” is simple. eblizz integrates social network interaction for all the users who visit a website, making it easy for them to recommend and share the website’s content. That’s how eblizz helps companies distinguish their brands. What is your take on it? Maybe you want to test it with my eblizz SocialSpace button? Drag and drop me your best videos on advertisement, funny pictures, shopping tips or cool texts. Looking forward to it!
And sure, let me know what you think about eblizz…
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An apocalytic vision of the advertising future? A prevision of advertising mistakes? Or just a gag of a digital event-organizer that wants to wake up the advertising industry? Or does the event need more attendees? Maybe it is just a simple commercial clip? Or is it even meant to be spread the viral way (well done then, it seems to work, right…)? A video clip that allows so many questions, is worth being mentioned.
This video commercial could also be just a short film to demonstrate the creativity of the co-production companies FITC, Saatchi & Saatchi Canada, Lunch, and Tool. For their next flash event in Toronto the FITC has started a remarkable commercial ad that will make the advertising agency world think… hopefully.
The spot introduces an advertising agency that does not exist but might have been the last agency on earth “mps+c worldwide”. And the story is told just after the last employees have left the agency. A nice idea, right?
Allow some remarks…
If I had had the idea, I had tried to set up a community website for this fictional agency (the creators did not… at least for now) and created a charity story or some alike fiction around it for all people working in the ad agency industry.
It could have been a nice approach. Especially for advertising people to get ideas out of the cultural advertising change trap. Agencies could have collaborated and networked. Agencies could have… But, do agencies really want that? Collaboration, communication, creativity in an open world?
I had tried to integrate social comments function to enable, engage and enter the conversation directly on the website. If you understand how the customers are moving along the web, then why not living the idea with the viral… (is the reason a lack of resources and community management for such a sustainable idea?)
The increasing trend on the web is described quite well and companies should be thinking about this customer change in web use: “Internet Viewing, Facebook Updating and Obsessive Blogging”.
The production companies of this video clip could done much, much more with such a nice idea. Oh yes… But the message sounds great. Should we say that agencies should really, really, really wake up? Oh yes… And I am asking myself what comes after the last advertising agency has gone? Oh yes… Produce another film? Why? Success is never final! (Winston Churchil)
The change we see is a cultural one with high social impact on the world we live in. And companies should start seeing the web from a business-strategic point of view and understand, find and align their web-strategy with it. Companies should stop producing TV ads or banners without any call-to-action. And starting Twitter streams like “clowns” is definitely not the right way to approach the future of customer communication…
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Human resources embraces social media for their busines purpose but needs more resources. This is the essential finding of a study by ochrehouse, a recruiting outsourcing company. 82% of HR professionals now use social networking as part of their attraction strategy. The study makes clear that less than 30% of HR professionals have a dedicated resource for social media. 45% admitted to not having a formal social media strategy in place and only 23% measured its return on investment.
