Just some weeks ago, I have been talking about the idea of replacing loyalty cardsby social networking customer service to drive customer engagement. Now, the New York Times has extended the idea by the integration of location-based advertising using Foursquare… and of course replacing loyalty cards by social networks activity and mobile apps. The idea seems to be moving from trend to standard…
Often the question comes up which brands are the most valuable in the world. Millward Brown’s Optimor BrandZ Top100 Most Valuable Global Brands report gives us some insight. The key findings…
– Google is the most valuable global brand worth $114 billion (2nd is IBM with $86 billion, 3rd Apple with $83 billion, Microsoft was fourth with $76 billion.
– Social Media is a winner: Facebook has a brand value of $5.5 billion. Use of social media was a key trend across many of the successful brands this year, i.e. HSBC’s Expat Explorer online community.
– Strong brands such as Samsung (80% growth in brand value) and Starbucks (17% increase) are evidence that businesses with strong brands recover from adversity faster.
Heineken commercials know how to dive into the hearts of their main target group. “Men with talents” is another fantastic example after their “walk in fridge” idea… Sorry ladies, but we man love it!
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The well-known investor Ron Conway is talking on Techcrunch about the main trends in the social web industry: “real-time data” and “the web becoming more social (evidence in Facebook and Twitter)”.
It is interesting to listen to his view on the business and vision about the changes of Facebook. In the interview, he agrees that we are entering the age of Facebook. It sounds like a bit like a commercial for the leading social networking platform. “Everything you need is there. It is the universe.”
Do you agree?
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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…
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
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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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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A recent study by Irbtrax, a SEO Internet Marketing firm, tries to determine which platform is the best fit for a particular business application or niche. So, the results of the study is not saying the one or the other is better, but the results give some good basic orientation for marketeers.
Category 1: Traffic ranking and user metrics
Traffic Ranking US and Global traffic ranking:
Facebook 2 – 7 day average daily time on site by users: 32.2 minutes
Twitter 12 – 7 day average daily time on site by users: 7.8 minutes
Facebook has the lead due to its sheer size, traffic volume, and time on site.
Category 2: Online destination for potential clients in the B2C market
Facebook offers more potential as of the option to include photos, detailed information, multiple outbound links, videos, and other business to consumer apps. The study states it is easier to build a larger network of followers in the shortest amount of time to help market a consumer product or service.
Category 3: Online destination for potential clients in the B2B market
The advantage is on Twitter as it provides more viral marketing flexibility while requiring less followers. Viral Marketing is a core business to business social media application for service recognition and other benefits. Popular industry related tweets are redistributed creating a domino effect even if you don’t have thousands of followers.
Category 4: market research benefits
Again Twitter shows more potential. Its search features can be efficiently used to monitor what people are saying about a company, service, product and competitors. Increasing or declining trends can be tracked effectively as well.
Category 5: internal viral marketing benefits
Facebook is top as it’s much easier to build a larger following. Plus, Facebook ‘wall’ feature is much more interactive than Twitter’s internal communication features.
Category 6: external viral marketing benefits
Twitter offers a greater external internet reach – no front door. Google’s ‘Real Time’ search feature often streams live tweets. A comparison of the number of tweets an independent article/release receives verse the number times they are shared by Facebook accounts appears to strongly favor Twitter.
Category 7: Use of each platform for direct internet communication
Facebook offers an instant message feature which allows you to communicate with other users globally.
The study concludes that in order to maximize your social media marketing results companies ideally create a presence on both. And I am happy that a study mentions this: Which platform a company engages first, or where to spend the most amount of available time or budget depends on your customers!!! Businesses should be checking their web-analytic metrics to apply the findings to your target group, and evaluate the potential and strengths of each platform.
A new report by Barracuda Networks on the company’s newly launched security research portal unveils a truth that was already found in this Harvard study some months ago: Twitter users are not as social as they might seem.
Although Twitter is probably the fastest growing social network, most of its 50 million accounts seem to follow other users – instead of posting their own messages. In some way this sounds positive, as it shows that we are not living in a pure self-referential world.
The Barracuda study states that in December 2009 73% of Twitter accounts have tweeted fewer than 10 times. Only 21% of Twitter account holders are “true users” as Baracuda defines them. The “true user”, according to their definition, is someone who has at least 10 followers, follows at least 10 people and has tweeted at least 10 times. Now, we may argue differently about that, but it definitely shows a trend.
Paul Judge, author of the report and chief research officer at Barracuda, thinks that Twitter is becoming more of a news feed channel than a social network. That indicates that most Twitter users “came online to follow their favorite celebrities, not to interact with their buddies the way they would on Facebook or MySpace,” said Judge.
The follow-only trend might be part of the is part of Twitter’s “red carpet era” when celebrities pushed their microblogging account into the mainstream during the six-month research period of Barracuda.
From November 2008 to April 2009, some celebrities, like Ashton Kutcher, Oprah Winfrey and John Mayer, joined Twitter. In these days the micro-blogging service grew 21.2% in the month of April 2009 alone.
The question remains if Twitter will be able to get more of these followers activated to become “true users” and to start tweeting themselves. Or if security risks will keep users away from becoming the active Twitterati. In combination with news about sites like Pleaserobme.com people have scared of users not to tell to much about their real-time privacy. In my eyes Twitter should be making the main benefit clear to their potential users and show some monetization strategy for companies and users. Why should someone use a platform that does not show a valid business reason?
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Die meisten meiner Follower und Fans werden mitbekommen haben, daß mir die Verwirklichung des Paid Service Gedankens sehr am Herzen liegt. Es wird Zeit, daß sich auch wertvoller Content vermarkten lässt.
Aber bitte nicht die Diskussion um Paid Content, sondern weiterhin zukünftig bei Paid Service bleiben. Was die Verlage nun über Jahre nicht geschafft haben, will nun Peter Sunde schaffen – Gründer von The Pirate Bay. Sein Projekt heißt Flattr.
Flattr ist ein Social Micro-Payment Vision, die bisher noch nicht am Gedankenstart war. Aber sicherlich nicht nur den Micro-Content Anbietern gefallen dürfte…
Flattr läuft in der Beta und man kann sich als Content Anbieter um einen Account bewerben – Email Adresse abgeben genügt. Gleich vorweg: Reich wird man damit nicht!
Wie funktioniert Flattr?
Der Internetnutzer zahlt einen fixen monatlichen Obulus. Wer die Seite eines Content-Anbieters besucht, findet neben den Inhalten einen Flattr-Button. Wenn der Inhalt gefällt, wird geklickt. Am Monatsende werden die Klicks des Nutzers gezählt und der eingespielte Betrag entsprechend dann unter allen Empfängern anteilsmäßig verteilt.
Die Idee klingt gut. Der Teufel steckt in der Umsetzung und die hat es in sich. “Every month the Flattr User pays a small fee.” Wer bezahlt denn da eigentlich? Eine Vorauszahlung für Content, den ich vielleicht gar nicht bekomme oder konsumiere? Soll das eine Art Donation-System sein? Hmmm, ist das ein gangbarer Ansatz?
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.
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