Tag Archive for: Brand

Augmented Reality – the future of customer service?

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The customer service world around us is changing with the social web, new technologies, and especially mobile apps. The question is how much this is effecting our perspective of the real offline world around us. A new technology is evolving that is beginning to connect the offline and the virtual world from a customer perspective as it will offer some new form of customer service. The term is Augmented Reality (AR).

It is a technology that brings your visual experience and information from the web or networks together, and by doing this enriches daily situations with relevant data from the web – and in more and more cases the information provided will come from the user.

The competition for users and companies has already begun. We have augmented reality browsers like Layar, explaining us instantly which famous buildings are surrounding us. Or, another AR browser named Wikitude that starts to become one of the most-wanted AR browser apps (not only for iPhone users) and gets nominated for one award after another. With wikitude.me shops and service providers of all sorts can already use this cool service to make themselves visible in the offline world by geo-tagging their office or location with simple online entries. If somebody is new in a city, this person can find a laundry or the next wine shop much easier in the future – just by using an AR browser app.

There are products like T-shirts projecting interactive games with AR. Digital cosmetic mirrors where women in cosmetic shops can see in real-time what a new eye-liner or make-up is looking good at them without testing it in reality. Adidas will launch a series of shoes, each printed with an AR code on the tongue which give you access to an interactive game that changes on a montly basis. Is this the customer service of the future?

Now, just imagine what this technology could do for customer service in the future. Wouldn’t it be a positive effect when we get immediate feedback on health information about the food and drinks we consume?

The following short film, called Augmented (Hyper)Reality, shows us a world some time ahead, where augmented reality is part of our daily offline life. We see what the actor sees, from his own perspective, and get to know the oppotunities that AR might offer to our daily life. OK, if we agree to getting networked completely…

The interesting acknowledgement for companies will be the advertising part of the film – although in some way it might be shocking…

Spot On!
The complete overkill seems to be the massive sea of logos flooding our sight in the beginning. Although the above examples might seem an exaggerated view of a futuristic branding scenario, it gives some idea on how the world might change customer care in the future. And you never know if this will be really happening, or not. Today, this all might sound strange to us but just think about how common the use of artifical medical help is for us, or how often we use the navigation system in cars today.

And then, think about the options when combining location based advertising with augmented reality. This opens a complete new world of customer care…

Don’t you think?

Moms access point for engagement? – Social Networks!

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If your company sells children (car) seats, diapers, baby buggies or lipstick, when it comes to engaging at-home moms you may think about social networks. At least two recent reports from the Retail Advertising and Marketing Association (RAMA) conducted by BIGresearch as well as another one conducted by Lucid Marketing and analyst Lisa Finn in the US make clear that moms are more likely to be on Facebook, MySpace or Twitter than other moms.

Moms log on almost daily
And moms are using social networks quite often. A Lucid Marketing study states that 80% of Facebooking moms log in at least daily. Even more, 30% of the responding moms login more than five times each day. Also mobile logins are quite popular: About 40% login from smartphones and computers.

The future seems to belong to Facebook. 90% of the moms say the Facebook benefit is that its easy contacting friends/family. 26% mention they like the apps (games and quizzes).

Social web for at-home moms important
– 60% more likely to use Facebook
– 42% more likely to use MySpace
– 16% more likely to use Twitter
– 15% maintain their own blogs

“Retailers who aren’t engaging customers through social media could be missing the boat” (…) “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”
Mike Gatti, Executive Director, RAMA

Spot on!
Now, the most interesting part for marketers: 64% like ads (or feeling neutral about) on Facebook, says the Lucid Marketing study. Meaning, Facebooking moms are apparently open to get in touch with brands and marketers – if they take their wants and needs into account. The ‘social moms’ are getting engaged when they search for exclusive deals (i.e. coupons and discounts). Apart from that, these studies indicate that companies addressing moms could replace old loyalty programs. I am sure, this is a great opportunity. But don’t forget to provide sustainable conversation – moms hate it not to be taken serious in their job at-home.

News Update – Best of the Day

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Is the marketers attitude towards traditional advertising changing as all marketers are looking for engagement? PepsiCo is challenging social media efforts big time this year and will not invest in an expensive super bowl campaign. A budget of 20 mio. USD will be invested into a social media campaign. Mashable has all the facts…

If you are in the wine business (or a wine ‘geek’) and looking how to improve your business ideas just listen to a nice case study and see what the social web can do for you. Joe Roberts, certified specialist of wine, shares some good information and show the challenges for big brands with social media.

The world is talking just about one new technology product: the iPad. But did you know that there is already a home-made commercial on YouTube for it? How do you like the idea of the dancing fingers?

News Update – Best of the Day

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Best of the DayPeople are asking me quite often, what it takes to become a smarter social businessperson? I was about to write a post about it. But my strategy works along Jeff Jarvis words: “Do what you can do best and link to the rest!”. And yes, I have found that Don Reisinger at Gigacom has written some excellent 10 tips for becoming a smarter social business person. So, why should I…?

Some companies like AUDI let their social community and fans co-create their new design for the car of the future. Vitamin waters newest flavor was created by their brand’s Facebook fans. Matt Rhodes shares the social experiment which is not finished with the launch of the product in March 2010. The success factor for the engagement of the community was a competition (again – incentives are key, it seems)… and for the success? Collaboration…! The co-creation included: choosing the flavor, designing the packaging, and naming the water.

This Doritos commercial makes me laugh… join in!

The Strategy Web – going mobile on an iphone app

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The mobile iphone app trend can be heard all over the bloggosphere. We all know the future is mobile and people want to read their preferred social medians on the go. And some web-experts have launched their own iPhone app lately. The Strategy Web (download in iTunes) went mobile with the start of this year 2010 as well…

Two of my favorite web-experts Jeremiah Owyang and Seth Goddin started their iPhone app more or less at the same time. And they all can be read every day, for free. You just have to download it on your iPhone!

Jeremiah and I have chosen the nice developer guys from MotherApp to get our personal version of a real iphone app. It took the guys just one short week to get the app live on iTunes. And this is not only a mobile version of our blog without heavy graphic load in the back-end. This is a true iPhone app with native Apple interface which includes the integration of all the main relevant social media platforms of my social web strategy (except from Facebook): Blog, Twitter and YouTube.

TSW iPhone App As

Above: screenshot of the app start page and latest blog update

TSW iPhone App Bs

Above: screenshot of a post page, YouTube channel, and the Twitter timeline.

MotherApp offers an interesting way to get your brand and content mobile. Even if there is no internet connection the content can be read as it is downloaded. Good work!

Two further iPhone apps I woul dlike to recommend. Take a look at Guy Kawasaki and Brian Solis (he even has integrated location-based features).

This is still an early stages version. Two negative things that will hopefully improve in the future: Brands need a developer to create the iPhone app and only my comments can be seen – not really social web world, I know. But hey, who is perfect…?!

Let me know what you think. Looking forward to your feedback.

News Update – Best of the Day

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daily1Let your kids do social networking! Why? Parents might argue that social networking could “harm” their childrens education performance. A study by the University of New Hampshire now suggests that social networks aren’t as damaging to students’ grades as parents might think.

Earlier this year, Dominos was the negative example for social media usage in business. Now, they are coming back with their social media campaign “The Pizza Turnaround”.

And they are showing how customer feedback via social media can be used to reinvent the brand.

This year 2009 best commercial series? Have you ever seen the series of MINI’s convertible ads? Take your time and enjoy!

I am wishing all my readers a great and successful year 2010! Keep up the speed and in touch with The Strategy Web. THX for a fantastic year 2009!

The Evolution of the Engagement Economy

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Banner Social NetworksTalking about new trends on the social web, marketers always love the point of view when brands are involved. They love to negotiate, as I call it, on the “cost per engagement (cpe)” level. Businesses and their communication suppliers always try to get customers engaged in brands. Some years ago, this was difficult. Now, it seems easy. And this topic becomes even more relevant for future marketing strategies when you think about today’s engagement economy.

The engagement economy nowadays is doing things companies never thought would happen: There are people forwarding brand videos (which generate massive engagement), admitting to be emotionally involved in brands. We’ve got people publicly telling their peers how much they love products, services or companies. And then there are people discussing about products and how they would change these products and services in order to make them more profitable for the manufacturer. This is all happening right up to the point where people are basically saying “I am a brand maniac of…” – fantastic and unbelievable in one go, right?

So, if we take a look back and analyze this trend from a long-term web-strategic point of view, companies need to rethink the future of their web-marketing efforts as the social web transforms the value of processes in sales and marketing.

At an event last week a marketer I know quite well took me aside and asked: “Why are people not as engaged when clicking banners as they are when becoming fans or followers of brands on the social web?” And my first reaction was to give a shrug. But then I realized the huge potential of the thought and I said: “Gimme some days and I will try to blog an answer.”

whyblog_1In my view, a major part of the explanation to this phenomenon lies in the evolutionary process of the engagement economy and their brand commitment when people even want to become social VIPs or brand-vangelists and accept the ads from their favorite brands in their social graphs.

Emotions
The emotional-impact of banner advertising and of “social media engagement” is completely different – on those who ‘follow’ the people that click on traditional advertising (display or affiliate) and on those who become fans or followers.

Somebody who clicks a banner ad is not engaged in any kind of brand emotionality: This person is just interested in the offer or the message that grins in his face saying: “I am nice, ain’t I?!” So, why not take a glance at the offer (especially when coupons or incentives are involved) as it is a short-term sales boost via email or some other traditional online advertising format. The person who is clicking on a fan page wants to know more about the brand values, why people have become fans, who they are. This is someone who wants to give some kind of emotional kick back to the brand and the “engaged brand peers”. And just by becoming a fan, they give the brands more positive rewards than they probably realize – kind of like an ultimate pay back which has never existed in that form or to that extent before.

Action
People who participate in banner advertising come from the passive “lean-back economy”. Some experts are already wondering, if banners are dying. My answer is: No, as banners follow a different purpose than the social web marketing activity! The benefit for traditional online advertising is the click, resulting in the quick consumption of news and information. The engagement economy loves to lean forward and get in the driver seat of the brand communication and discussion. Emotionally motivated by the sweet feeling of competence, this engaged person argues about the good and bad of the brand values. When you look at Nespresso and Starbucks social media activities and other impressive examples on Facebook or Twitter, or you take the latest example of the IKEA Facebook campaign all what companies are doing is throwing some communication crums in. And the fans “crowd together” and pick them up with greedy brand enthusiasm. They give the companies and their peers input and feedback with comments, questions and by sharing the brand content and ideas. The emotions get their pay-off by little brand incentives and keep the wheels of engagement buzz turning.

Time
Think about how much time people spend with a brand when clicking on a banner versus being on a fan page. A banner is meant to save time – as does an offer – just by its intention and nature, as well as the message it carries. Check the offer and then be off as quick as possible. Is this the way a banner works? I think so. Rate this short interaction against the time of a brand experience on a fan page. People listen, learn and participate in the conversation about the brand, and come back to see how the communication proceeds. Not because a banner asks for their time to do so, but as the people want it themselves. The customer is the active part of the brand communication, not the company. The customer pays attention to the brand and donates “engagement time” as the new value or ROI for all brand communication efforts.

And then, why do they stay longer on a fan page? The answer is easy: Their “brand friends” are there. They feel to be in good company and this is what builds comfort, driven by a “warm feeling of friendship, networking and community”. You are not alone, you have something in common just by spending time on the same topic: a brand commitment.

Spot On!
The engagement economy is in charge of brand communication and brand commitment. The company still owns it but they are being managed by engaged brand fans. Now, my question to you: Is this true? What is your experience and your strategy when working with this new engagement economy?

News Update – Best of the Day

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daily1Apple is one of the most mentioned brands in the bloggosphere. CNET editor Tim Lieberecht takes a different approach to argue about Apple -as a company- in the social media era – and compares them with another media company: Bloomberg. He asks: “But in the long term, can Apple sustain its community of loyal users without becoming a more transparent organization?” Good question…!

Is your company thinking about social media ROI – This video by Socialnomics author Erik Qualman showcases several social media ROI examples along with other effective social media strategies.

Sometimes, you just cannot decide which commercial is better – both are focusing the difference between men and women…

Social Media and Advertising – how to explain an antithesis to C-levels?

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social-networks-sepia1Facing the pure intention of social media versus advertising, we have to admit that we are talking about an antithesis – no matter if you can book advertising on a social networks or not. Social Media is conversations while advertising is the monologue from company to customer. And in between lies some undefined (or shall we say unqualified) customer dialogue that we have been through for years of online advertising.

So, how can we explain this type of modern ‘customer engagement setting’ to C-level executives? How can we bring these two anti-poles together? What could have been a better idea than asking to the people that have been through this process of explaining, evaluating and engaging C-levels from both sides – platform owners and brand companies.

Maybe you want to listen to their thoughts…

Blake Chandlee, vice president and commercial director EMEA, Facebook (recorded after the DMEXCO panel ‘social media and advertising’) – sees the biggest challenges in the evolution from their traditional management roles of strategy and investement thinking towards a new business world called ‘social networking’.

Tony Douglas, Innovation Manager, BMW Group – advices to make senior management aware of the potential that social media offers, and knows off the trial-and-error process companies might be going through.

“Firstly you have to get the channels on the agenda that means you have to convince/demonstrate to senior management that the channels are relevant i.e. they are a valuable addition to the marketing communication mix. Just because you have a new channel does not mean you have more budget so you have to prove that this “new” channel is better than some “old” one only then will you get a shift in budget.

Social media and “advertising” are two very odd bed fellows…you cannot do a traditional banner campaign in social media it does not work you need to target and get your context and content right. “Targeting” is also a new science so you have to educate the C-level on what this is. The content is not one size fits all as is often the case with ATL content….here we are talking a mass of niches. However the really tough bit you have to be social now that can be a real challenge. I think it’s fair to say that not many professional marketers have been schooled in how to be social (in marketing). This is new ground for many marketers and brands and like all new stuff it takes time to adapt and learn.

So start early, start small, learn by doing and adapt quickly and if you demonstrate success and a greater return on investment you’ll find those obstacles and challenges will disappear. They are disappearing in the BMW Group.”

Tim Meier, Brand Manager, Bacardi – focuses on the customer dialogue as the main point for his argumentation.

“Generally speaking, it is necessary to enhance top management understanding of social media as a qualitative target group related dialogue communication opportunity. Any figures to measure social media ROI need to be accompanied by the level of qualitative consumer references. In how far are you able to define the GRP level of a positive brand related post from a celebrity/opinion leader? Social Media will certainly emancipate as an equal part of the marketing mix to support future brand campaigns on the image level. Nevertheless you´ll be rewarded with additional coverage if you´re doing a good job and offer a consumer relevant content.”

Spot On!
It would be interesting to get some more views on how we can help making C-levels understand the values of social media quicker, better or more accurate. If we don’t do it, your customers might become the teachers of modern successful customer engagement – but this might be painful for your companies brand. So maybe you and your company are in the same process of evaluating social media and advertising. Wanna share your knowledge with us…

Looking forward to it.

Are contextual social media creatives a good idea?

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Today, an agency friend of mine (who is not on Twitter or Facebook) send me a link to a contextual ad campaign she found at the Eyeblaster Creative Zone. The ad is from Vodafone Italy and promoting their 360 degrees campaign. It is an experiment which reminds me of this year’s Volkswagen attempt.

So, what is happening in this campaign?

Interaction 1: Once you click the banner, the ad expands and you can connect to Twitter or Facebook inside the banner…

Social Media Creative 1

Interaction 2: The banner app takes out your surname and creates a nice picture of it by using all your Twitter friend pictures.

Social Media Creative 2

Interaction 3: With a mouse-over, you can see the latest Tweets of a specific followers.

Social Media Creative 3

The final click leads you NOT to your friends account but to the landing page of the Vodafone 360 campaign. That’s it…

Spot On!
Now, we could discuss about the creative idea, or the stickiness value or “clickiness” factor. Or we could talk about the fact of the staying time and branding factor… and who “wins” customers with such banners in the end – apart from amusing them for a while.
When I saw this campaign for the first time I was disappointed as I thought I will be coming straight to the follower’s page – but had to realize that this is a campaign and follows some different purpose. It’s marketing, it’s a campaign and the old commercial approach. No conversation – limited engagement.

And now I am asking myself where the benefit in such creative campaigns is – for the user and the advertising company.

What do you think?

PS: If you want to test the interactive banner, please visit the Eyeblaster Creative Zone.