Tag Archive for: Share

News Update – Best of the Day

/in , /by

How many mobile phone users work with the mobile web today? A new study out of the UK states that 76% of mobile phone users don’t use their mobile to access the web. Even worse sounds the fact that 60% of respondents do not own a mobile with Inernet access (though 30% of those are interested in getting one).

Some experts are discussing if e-readers could replace newspapers. A study by the University of Georgia says portable e-readers such as the Kindle are unlikely to win readers back to the newspaper habit. Young adults in particular compared the Kindle DX used in the study unfavorably to smart phones, such as the iPhone or Blackberry. BUT: If these mobile readers include features such color, photographs and touch screens, the markets might change these results.

Many web-experts start to set up their mobile app. But how can you successfully market a mobile app. AppsFire.com shares some experience from French app store Ratp and the Paris underground.

News Update – Best of the Day

/in , /by

It sounds unbelievable but a study by the Kaiser Family Foundation states that the average young American spends every waking minute — except for the time in school — using a smart phone, computer, television or other electronic device. Those ages 8 to 18 spend more than 7 1/2 hours a day with such devices. One hour more than five years ago, when the study was last conducted. And the results does take into account the hour and a half they are texting, or the half-hour they talk on their cell phones.

Social Media trends for business in 2010? Almost all bloggers have written their social media business input and predictions for companies in 2010. Jeremiah Owyang sees four trends – understandable and with the right focus on customers. Take your time for the post…

Sometimes things seem to be worse than they appear to you. And sometimes, they have just a funny turning point like this commercial by Nolan’s cheddar.

News Update – Best of the Day

/in , /by

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!

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

/in , /by

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.

Dean Donaldson: Future Trends in Digital Marketing

/in , , /by

For some years now, we have an annual meet-and-greet trend show for digital marketing in Germany. Some years it was called OMD (Online Marketing Duesseldorf), and now we have the DMEXCO. And every year, I find somebody at the conference where I think, this person is the perfect presenter or speaker (and not just all talk).

This year I had the chance to listen to and to speak with Dean Donaldson, digital strategist at Eyeblaster. Just listen carefully about the future trends of digital marketing, and don’t tell me that this man doesn’t have the talent to get somebody engaged in a discussion (or a vision).

In his 5-minutes outlook he shares his thoughts about banners on a PC (“…this is so long gone…”), about mobile phone (“…that are no longer phones…”), about bill-boards (“… that are talking to you…”) and, and, and…

And he sees the moral challenges and privacy one of the hardest things to tackle for the future …and for the internet of things.

Interested to hear what you think about his view and his thoughts…

Will the RT become a "killer" for positive blog comments?

/in , /by

twitterview-2Sometimes it seems to be the right time to ask questions when some changes occur to your blogging activities. And I think now is the right time to ask the bloggosphere if they obey the following development as well.

When I started my Twitter account, I at first did not know what kind of an institution the retweets (RT) could become in the future. Now I know. It creates a lot of buzz around the topics you write, you think, and you say.

For me the RT is the word-of-mouth catalyst. It is the ‘click and send’ – meaning “Thumbs up”…

Nevertheless, it seems that some people take the advantage of the RT to the disadvantage of the blogger. People are simply retweeting posts they like instead of commenting on them. When they agree to most of what you are saying, posts are simply retweeted. If they disagree or want to add something to your statements, they are more likely to write a comment.

Positive comments have become rare these days. Social media guru Alex Schultze once commented a post on my blog with the following metaphor…

“Reading a good post but leave no comment is like leaving a good waiter with no tip!”

I agree with him 100%. But in times when Twitter is surfing on the hype wave, I am asking myself if the RT will become a killer for positive blog comments?! Comments is the topping on the cake and is the idea behind social media as it creates engagement, dialogue and feedback from the target group.

Curious to listen to your thoughts about this topic… Want to share them?

News Update – Best of the Day

/in , /by

daily1Is business becoming web-business? At least you have to plan holistically to make your company departments understand why it will become social, thinks Jeremiah Owyang. And I completely do agree with these thoughts…

With the rise of social media the world is thinking about the future of advertising. And some companies are right in the middle of starting the new era – the knowledge blog @ Wharton (University of Pennsylvania) tells us more about The Future of Advertising Project.

Ford has recently published their social media strategy, … and obviously one of their tactics (not mentioned in the presentation) is to get viral buzz with their TV spots. OK, here you have it…

Ford – King Kong from Julien Vanhoenacker on Vimeo.

Google's new product list – or the freebie wishlist?

/in , , /by

gs-competitionIsn’t it wonderful sometimes. I mean, going on the plane… and going offline. I love it… And this small post is the result of it: obviously online…

The web is seen as the “freebie” media. And although I am seen as the “paid-content-advocat” and should not have done that… I have taken the issue of a magazine called ShortList… as it was a freebie. And all of a sudden, you read a magazine you would never have come across in your life. Yes, just as it is a freebie…

And with these freebies, you often get complete new insights and funny outlooks on the future of companies.

This happened to me last week, at London Heathrow airport. Waiting at the gate, I passed by a newsstand with freebies and found a magazine called ShortList…

In this magazine I found a very cool 10 bullets shortlist : “Where Google can go next”. It shares visions how Google could make us happy with new products and services. This shortlist seemed sometimes more realistic than a “vision impossible”. It created some freebie visions for Google which they might offer in the future.

I have decided to take my 5 favorites to share my comments (Best partner”) on those with you…

Google X-Ray
From the comfort of your desk you can check out the internal workings of people as they walk the world’s street.
Best partner: Earth TV – Possible doctors game: who finds the first broken rib in a city video…

Google Girlfriend
Worried your other half is having an affair? Simply track down and follow her every move with this handy satellite surveillance application.
Best partner: Twitter – Possible boy-friends game: how long it takes till somebody makes her aware of it…

Google dining
Why go to the expense and trouble of eating out? Simply order a takeaway then virtually take your seat at one of the world’s finest restaurants.
Best partner: toptable – Possible friends game: how long does it take to get thrown out of the restaurant? (Negative: You have to clear up yourself…!)

Google eyes
Having one set of peepers is limiting, but this lets you explore new angles by looking through other people’s eyes.
Best partner: Glassdoor – Compare what your competitor is about to launch, says about your company and if your employees earn to much.

Google Atoms
Being able to see trees, cars and people on the other side of the planet not enough for you? Zoom right in and study their atomic structure.
Best partner: Chemistry – There must be some more detailed way to dive into the chemistry of human’s ‘counter-gender’, right?

Spot On!
So, now that Google gets competition with Facebook (the social network just bought Friendfeed) I was wondering if this shortlist can be expanded with your help – Join in! Let’s be creative for Google and see if there might be something new that we want from them to develop.

Or has Google invented enough online freebies?

Is Twitter a sales tool?

/in , , , /by

twitter-dollarIn a lot of talks and meetings with clients I am asked if Twitter is a sales tool. Now, what would you say? The university professor might answer with a Solomonic answer: “Well, it depends how you see it…”. Being a member of the Twitterati it is one of these questions where you have to hold on to your horses in order not to be too excited. The best answer is probably: “Yes, it is… and No, it is not!”…

The why for “Yes, it is”…
Looking at the latest development in the “Twittersphere” it can be said that the micro-blogging service can be used as a push tool for sales promotions meant to generate an upside in revenue. The best examples are accounts from companies like Dell (selling re-furbished IT for 3 mio. USD), Threadless (selling shirts – no numbers released yet) or Zappos (selling shoes – no numbers released yet).

Although we don’t know see any revenue figures of Threadless or Zappos, seeing the follower numbers alone offers the option to sell through the indirect way to this new “distribution list” by keeping up the conversation with new thoughts and ideas gathering engagement – or direct via ‘extraordinary’ offers. Just take a look at my sales statistic or metric, I summarized on the Dell Outlet account and you can evaluate your sales options.

Especially, the aviation industry has used the power of pushing their offers through this new media channel – thus uplifting their revenue figures. Some airlines like JetBlue (called “JetBlueCheeps“) and United Airlines (“twares”) offer cheap seats Twitter sales promotion programs (also for unsold tickets). The companies push their announcements via Twitter and the user -hopefully- listens to their Tweets and needs exactly the route offered.

In Germany Lufthansa has also started with sales promotions via Twitter – and obviously after this test the worldwide Twitter offering is “coming soon”.

The PRO view…
Yes, Twitter is a sales tool as there is no limit in terms of target-group, industry sector, the costs of the product or the product and service itself. Use it as a sales tool if you think your customers or your desired target-group is open-minded, loves last-minute offers or is ready to be engaged via social media.

The why for “No, it is.”
Nevertheless, the way how companies use Twitter to address their target-group with their sales promotions appears like some kind of old “watering can” marketing principle. Is this really time-to-market sales? Can this be called “targeting” which is the modern form of receiving sales promotions? One thing is for sure: Forecasting on such sales push activities is nearly impossible… the proof is in the test. But: once started, there is no way out. Sales promotions on Twitter are relying on the “hope” factor by offering an additional sales channel called “SomeTwitterAccountByOurCompany”.

And sales strategies go against the means of social media anyway. Sales philosophy is “We know what you want and here is your customized offer!” – social media is “We listen, learn and share what our customers want to buy from us!”.

From the airline examples we can learn that the offer is not just positive extra media promotion. It is limited in its sales power in a way that consumers need to be flexible and last-minute offer driven. Sounds a bit like the ebay way of selling…

So, Twitter sales promotions are relying on the “hope” factor by offering an additional sales channel called Twitter account. Some follow as they are just listening to the company or product development, some as they learn from the tweets and some as they want to share common knowledge. Not all followerrs really want to buy something. You are in good company when your company does not want to aggressively buy followers in order to go down the good old spam route.

The CON view…
No, Twitter is not a sales tool but more a customer service tool with the positive side-effect that you can sell indirect by giving good service, helping your customers and solving their problems in real-time. Don’t use it when you think your customers are bound to traditional cliches, rarely take the advantage of accepting fast shopping opportunities and don’t know what social media can do for them.

Spot On!
Generally speaking… – From a followers point of view (in this case meaning customers), there is a positive argument about Twitter sales promotions: Interested customers will follow (=read) the sales push tweet – uninterested won’t, they will ignore it. And customers don’t even have to delete the message like a spam mail. It is dying with the followers timelife stream…

Advice
The Critical question to ask are… Do we have a long-time social media strategy or do we just want to “drive” a short-time sales push? What have we done in the past to push our sales revenues? What worked out well? I am sure, if you ask yourself these questions, some more questions on your web strategy in terms of sales achievements will follow…

Am I right…?

News Update – Best of the Day

/in , /by

daily1Monetizing social networking platforms still is one of the biggest challenges in social media. Now, if we have a close look at Reuters, Myspace and Twitter are planning new monetization models: Myspace becoming a place for video gamers and Twitter offering add-on services for business? If the Twitter plan will become the future for this social network, the founders need to think around different access prizing strategies in order not to loose the people that co-founded the business: small companies and bloggers.

Have you ever thought about how to use LinkedIn in an ideal world? Ari Herzog did. He shares his views and insights in his article 12 ways to use LinkedIn today.

London’s Piccadilly Circus is always a good place for the production of a commercial… Watch this funny Samsung spot for one of their mobiles.