A well-structured, real-time listening programme will put you in a much better position to achieve any or all of the following:
In New Zealand Radian6 is probably the most recognised brand at C-suite level, with the referral advantage of being used by many major corporates and its backing by owners Salesforce. In our social media monitoring for clients at Social@Ogilvy, we use a range of tools, with Radian6 as our principal paid tool. Nielsen’s social media monitoring and research tool Buzzmetrics is certainly making the most of established relationships with most major brands and research creds, but lacks engagement console functionality. Sentia (formerly Media Monitors) made a big push with Brandtology last year. No doubt you’ve got your favourite, for others, see here.
Labour or licensing?
No surprise, in New Zealand the number one objection is always price. And this is usually substantial, especially for anaemic Kiwi budgets. For example, Radian6 will cost you around a grand per month plus additional user charges, and it’s certainly not the most expensive. Continue reading
DIY is in our Kiwi DNA and for many it’s a matter of geekish self respect to reinvent the wheel. Certainly there is enough cost pressure on most of us to ensure that we don’t incur unnecessary expense for our organisations.
Even in quite large NZ companies with a high volume of consumer conversation online, the person responsible for social media is frequently to be found cobbling together a range of free tools, such as the lovely Hootsuite, plus any number of alerts and analytics dashboards.
Usually they’re holding it all together with considerable skill and Kiwi ingenuity, which can take you a long way for sure. However, what I also hear, is that they’re working pretty hard to stay on top. They’re conscious of a need for more consistency and structure, as greater demands are made on them to interpret and respond to consumer generated content. Continue reading
Think back to your last major purchase of an appliance or holiday. Did online reviews and feedback play a part in your decision on where to place your hard earned cash? The sources we rely on to make spending decisions are changing fundamentally. Along with friends and family, we are increasingly influenced by a new category: ‘strangers with expertise’, or trusted online connections.
Social media conversations about brands provide a rich fire hose of data, chock full of unprompted observations and recommendatory behaviour amongst peers and influencers online. With a robust social media listening programme in place, the internet effectively becomes your independent focus group.
Recently a senior telco executive asked me: ‘Why should I listen to social media – it’s just like talkback radio isn’t it.’ However, just like talkback radio, closer analysis of what might look like a mass of inconsequential conversation reveals trends and patterns, insights that should inform strategy, product, content and channel decisions. Continue reading
2011 saw social media in New Zealand move from being part of most marketers agendas to central to almost every marketing conversation. Here is our best and worst of the year.
McDonald’s embraced check-in rewards at store level, which was a great initiative and showed they now take social media seriously. They also had great success with the ‘Flick Rugby’ game, which was an app that sat on the Facebook page and let people to flick a coin across a counter full of McDonald’s food to win points. It wasn’t ground-breaking, but it was a nice tie-in with the Rugby World Cup. It was also simple, very addictive and had strong engagement numbers.
The Pedigree adoption campaign ‘Doggelganger’ was a real social media success. Doggelganger allowed people to find which dog they should adopt by uploading a pic of themselves to see which canine they looked most similar to. The idea was fun, very sharable and had a good truth (people often buy dogs that look like themselves).
Westpac’s ‘Gen W’ – a Facebook page specifically for the next generation of customers where they could win cash and a financial mentor – is a favourite of ours. Again, it taps into a core human emotion, in this case that everyone loves sharing their baby photos. Plus, it gets potential customers at an underused customer lifecycle point. Continue reading
As this blog post attests, Steve Jobs has come up with some great quotes in his time. This one particularly stands out for me:
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.” Continue reading
The PR ideas that get the most award-winning attention tend to be experiential/ambient/stunt related. There is, of course, plenty of great PR work that intentionally flies under the radar, but that’s for another discussion. Continue reading
Now that we are spoilt with a dizzying array of communications channels, it’s easy to get confused as to what the objective is. Perhaps we should forget the channels and simply put our ideas into one of two categories: entertainment and assistance. If you can do both, then that’s great, but one should be the lead and the other a bonus. Continue reading
According to Cisco’s Visual Networking Index, there will be some interesting shifts in internet usage come 2015:
- Global internet traffic will quadruple by 2015
- Asia Pacific will be the region doing the most file sharing, dwarfing North America and Western Europe
- North America and Western Europe will lead the way in business IP traffic
- Western Europe will be the dominant VoIP market, driven by services like Skype
- Asia Pacific will be the number region for internet gaming, followed by North America
- North America will watch significantly more internet TV than other regions Continue reading
I recently spoke to the Dominion Post for an article about social media for retailers. The full article is here, but my expanded comments are below.
In New Zealand, social media has enabled retailers ranging from House of Travel to Hell Pizza to local coffee shops to demonstrate a point of difference and stand out from the crowd. Do retailers have to be on social media? Well, they’d be missing a trick if they didn’t. But, in addition to being properly resourced, it has to be relevant to the target audience. If you’re looking to talk to the business community, it might be wise to set up a blog where the senior management can lay out its strategic point of view about the industry it operates in – like national retail chain dtr has done with talkingshop.dtr.co.nz. If you’re simply wanting to stay in the minds of your customers then Facebook activity and competitions like those of House of Travel are good options. Like any marketing, getting it wrong happens sometimes; just make sure you learn from it and never lie as this has a way of magnifying itself online. Continue reading
Following last week’s media storm over KFC’s new Double Down “bunless burger”, one thing resonates: sometimes the old adage is true; all PR is good PR.
We all know that not all PR is good PR, but sometimes it doesn’t matter if everyone is slating a product as people just can’t help the temptation to give something new a try. Fast food is probably one of those sectors – either you know it’s bad for you and don’t care, or you just don’t think about health risks when you decide what you are going to eat. I’m not sure which group my flatmate falls into, but he has already eaten five Double Downs, three of which he queued over half an hour for! Continue reading
Prior to the interview that got me my first job in PR, I remember researching why PR was different from marketing and advertising.
I did a few hours of my own reading and thinking to get a grip on the comparisons, but it was when I was in the interview itself that the interviewer told me this old analogy: “Imagine you’re in a bar and see someone you like the look of … Advertising is you telling her you’re great in bed; marketing is getting your friend to tell her you’re great in bed; PR is getting her friend to tell her you’re great in bed.” Continue reading
Any Tom, Dick or Harry can set up a Twitter account or blog and start spouting off. The difference between what’s interesting to others and not just to the author is insights. It’s all about content, as we all should know by now.
But that’s not what I want to spout about. What I want to discuss is why so many people these days have such a limited general knowledge and what this means for marketers, PR people and advertisers. We are in a rapidly spiraling decline in terms of our abilities to process and disseminate information and this is of huge importance to anyone selling a product or service. Continue reading
This morning at the Marketing Association’s Brainy Breakfast, I heard from two speakers: Tarver Graham of Gladeye, a digital agency, and Shane Bradley from daily-deal website, GrabOne. It was the best brainy breakfast I’ve been to because I took away some confirmations of what I already thought (always a nice feeling) and some other fresh takeaways. This is what it told me… Continue reading
There is a growing realisation that smaller groups are the future of social networking. Sure, Facebook is a behemoth and isn’t going anywhere in the short-term. But, working on the social media principle that you are trust/are interested in what your friends say, surely there is a place for smaller social network groups where conversation flows more freely.
This seems like it will be the theme of this year’s SXSW. Companies like GroupMe are banking on us wanting to be part of these ‘private chat rooms’ and it could be the differentiator in terms of location-based services genuinely hitting the global mainstream. ‘Acts of Sharing’ is a different beast in that it’s more about sustainability and not purchasing stuff that someone else can lend you, but it still supports the notion that online sharing is changing. Continue reading
As I’ve mentioned previously on this blog, I’m not the world’s biggest fan of geo-location services like Facebook Places and Foursquare. I can see the value, but it’s not great enough for me to be bothered about doing it for myself. I enjoyed the novelty factor of it all when it first came on to the scene, yet I struggled to stay interested in it as people started to spam each other with their irrelevant location.
Anyway, there is a buzz on the interwebs at the moment that could change the way we all see location. In very broad and sweeping terms, Facebook could be on its way to becoming the world’s biggest bank. It makes total sense when you think about it. As ‘The Next Web’ informs us, savvy brands are already facilitating some purchases through their Facebook pages. However, this is still pretty limited in its scope. It would be relatively simple for Facebook to allow its 600 million or so users to start buying all kinds of products and services directly on Facebook. It would go from being the facilitator to the transactor and suddenly start making infinitely more money. Continue reading
I recently read a great article in The Economist about Starbucks decision to change its logo. For those who haven’t seen, Starbucks has removed the words ‘Starbucks’ and ‘coffee’ and also the circle around the mermaid, or whatever she is.
As the journalist says, there are relatively few brands that are recognised purely by a logo – think Nike, Adidas, Playboy, McDonalds and Apple. It’s part of the evolution of a super brand to announce itself as such an integral part of our lives that words are no longer needed. The company now transcends the product itself, which tends to be tied in to the fact that the company then starts selling more stuff it wasn’t traditionally associated with. For Starbucks, this means alcohol and various beverage accessories.
I won’t go into any more detail about why companies do this and why it works or doesn’t as The Economist covers this off well. Instead, I’d like to discuss the other element of this move – the community and ownership of a brand. Continue reading
Location based marketing is about a whole lot more than telling people you’ve checked in to the local burger joint. With this in mind, I recently read an article on The Daily Beast in which it discusses how Google is gunning for social having conquered search, video and mobile. The article confirmed my belief that, in the not too distant future, we will all be following each other’s geographical movements. If this seems strange to you, let me assure you it seems very strange to me. I’m not the biggest fan of location based services like Foursquare and Facebook Places. I jumped onto Foursquare in early 2010, used it for about three months and then abandoned it when I got bored of competing with colleagues to see who was Mayor of the office. Don’t get me wrong, I understand that it’s like a digital loyalty card for discounts and freebies; I just can’t be bothered checking myself into places all the time and spamming my social network with my mundane movements. Yet, at the same time, I feel like I should re-engage as soon it (or something similar) will be like not being on Facebook – i.e. socially frowned upon. Continue reading
We have Twitter for instantaneous news collection, dissemination and research; Facebook for a mix of personal and professional networking and larger community collection; LinkedIn for keeping our professional profile updated and for recruitment; Foursquare for broadcasting your location; Facebook Places for following the location of others, blogging for deeper content and so on and so forth.
It seems we have all we need in terms of the large social networks. What we need now is services that filter, structure and personalise the kind of information that flows through these channels. In essence, this is the reason why the Old Spice virals took off. The minute the personalised videos started appearing is when it went from very successful to stratospheric promotion for the brand. We also need products that better connect the ‘real world’ with the internet, in a meaningful way of course.
A couple of resources come to mind here. One is Planely, a service that allows you to see if anyone in your network is getting on the same flight so you can meet for a drink or share a cab. That’s all it’s for, and therefore some would say limited. However, I’d argue that it’s useful for the very same reason – there is no confusion as to why you are using it so you are more likely to achieve outcomes for your input of time. Continue reading
What will be the key social media theme of 2011?
Many people may be bursting at the seams to answer this question with ‘mobile’, but I would argue that was last year’s theme. It seemed to me like last year was the year people outside of tech and media circles bought a smartphone, started using apps like TweetDeck and it was also the year Apple released the iPad, thus adding another dynamic element to mobile communications, whilst not actually being a phone.
For my money, 2011 is the year we get to grips with content and work out the specifics around delivering that content to a particular audience. Two elements are key to the delivery of content. The first is authentic tone of voice that resonates with the audience; the second is timing. Sure, responding to comments within 24 hours and general community management are important, but get the tone of voice and timing right and the rest should follow.
To give an example, I’m currently managing the Contiki NZ Facebook page, which has been an interesting case study in content delivery. It’s a great idea to have a content calendar, even if it is superseded by breaking news or competitor developments. That said, I probably stuck to this calendar too rigidly at first and tried too hard to mix up the content with news from around the world. I’ve learnt that, on this page, people just want to answer and discuss more generic questions about travel. And international news is only mildly interesting. I assumed people on the page would be interested as they obviously like travel, but I guess it’s one thing hearing about a place and another to actually go there! The content is now more about the people than the tours. Continue reading
I recently shared my thoughts on StopPress.co.nz on what’s happened in New Zealand’s marketing world in 2010. It got me looking back on what has been a great year. It also got me thinking about what lies in store for 2011.
Here are some of the biggest professional realisations I will take away from 2010:
• Communications is about creating content, be it a press release for a journalist to use or social media fodder for people to consume and share. I knew this already, but I didn’t realise how much of a skill content creation is. We can all create content, but that doesn’t mean we can all create dynamic, successful content
• One day in the not too distant future, we might stop having marketing silos. When I started in PR a few years ago, I only knew the dictionary style definitions of what it entailed and the same goes for how it is different from marketing and advertising. Now that we have all become so muddied in what defines our place in the market, it might be wise to just have one marketing function, all contributing ideas directly into the same pot and do away with all the confusing titles Continue reading
We increasingly speak about the difference between online and offline and how, sooner rather than later, we will all be walking around with iPad-style devices. In a few years, we won’t read print newspapers, certainly not on a daily basis, and we will consume only nuggets of information. Anything bigger than that will be too big for our shrunken attention spans to comprehend. And Social media has been the greatest accelerator of these trends. As a result of this wave of digital activity, you’d think it’s made the world more creative and more linked to the business objectives because there are more opportunities to talk direct to consumers and more channels for releasing ideas into the world. But, I’m not sure this is the case. Continue reading
This week’s #markchat was all about the blur between personal authenticity and professional brand. How do you ‘keep it real’ online while at the same time not losing professionalism?
I personally tend to steer clear of talking about my personal life online, especially on Twitter, LinkedIn and on blogs like this that are to do with work. This isn’t because I am worried that a client will sack me if they knew I was hungover from too many mojitos last night. It’s more to do with whether people in my overlapping yet different networks would be interested in what I’m saying. For example, I assume most people following me on Twitter do so because I discuss marketing, PR, social media and media in general. They mainly have shared interests to me, in some way, shape or form. This is why I re-tweet stories I find useful about media stuff or ask questions I think have relevance to my community. Continue reading
We all have perceptions about ourselves that aren’t necessarily what we would want them to be. Think you’re known for being really creative? Maybe you are. Or maybe you’re known for being really resourceful, but lacking the spark that generates relevant ideas.
Either way, how others perceive you is, ultimately, very important when it comes to your business life. Whether you like it or not, your personal brand impacts heavily on your business brand, whatever sector you’re operating in. This is especially true for those of us who operate at least part of the time in the online marketing world.
So, have you ever gone back and re-read your personal tweets, Facebook or LinkedIn updates from the last month? And, if you blog, have you taken a look at what the content of the few months of blog posts has been like? No? I hadn’t either so I thought it wise to take a look and see whether it gave the impression I would want to project.
To use the example of Twitter, I separated my updates into the following categories:
· @’s where I was asking or answering questions to people in my network
· Re-tweets
· Independent updates where I wasn’t asking or answering questions (this consisted mainly of my own, self-absorbed musings)
· Sharing personal links (i.e. those related to Bullet PR or other associations I’m involved with like Social Media Club)
· Sharing other links to sites on the web with which I have no relationship
NB – I excluded #markchat updates as there were so many and I felt this would skew the results Continue reading
I’ve heard or read that many marketing types believe that one of the themes of social media next year will be continuous dialogue with customers. For a while I thought this sounded great; ongoing dialogue means more opportunities for marketing. And this is all synonymous with social media, or so they have us believe…
Having mulled it over, I’m not convinced that ongoing dialogue is the right way forward for most brands. Let me quickly clarify something. I feel that, broadly speaking, there are two types of brands when it comes to social media and online marketing: those that I call ‘utility brands’ and those that aren’t. Utility brands are those in the utility sectors themselves, along with pseudo-utility brands like telcos, banks and public sector organisations. Utility brands are those where we have few opportunities to switch (think long term contracts with electricity companies or telcos). Non-utility brands are those that we can pick up and discard easily. If a restaurant is rubbish, we just won’t go back, for instance. Continue reading
For the opening day of Social Media Junction 2, we held a Public Sector Workshop, spearheaded by Simon Wakeman. Simon is Head of Communications for Medway Council in the UK and is considered a thought-leader in online communications within the public sector. He regularly speaks at conferences and blogs on his personal site, which you can find here.
The day began with audience members being asked to write down their expectations for the workshop, along with their personal role within the public sector. This was a useful way for people to get to know each other and a timely reminder of the importance of sharing information and experiences between delegates as much as gaining insights from the speakers themselves. Continue reading
First things first, it would be wise to list what I deem to be ‘creative agencies’. The following fields are what I am principally referring to:
PR; advertising; marketing; design; web development.
So, in the broad modern world there are lots of creative entities ready and willing to promote a brand. But can marketing agencies really work collaboratively with design agencies and can media agencies work in blissful unison with advertising agencies? And what happens when a PR agency has to work alongside a web agency to deliver a project? From experience, this is sometimes a very rewarding process as you get input from people with different skill sets. That said, it can also be a frustrating process when the other party doesn’t understand, or doesn’t want to understand, how your contribution fits in. Continue reading
I’ve often heard people say that a smaller budget increases creativity. They argue that because you have less money and fewer resources, you have to think harder. The brain working on overtime produces better results because you don’t have the option of throwing cash at marketing without much forethought. I certainly agree that massive budgets often breed lazy marketing; however, I’m not sure the opposite is a truth that can be confidently stated.
Sometime it’s true that a smaller budget increases creativity, but smaller budgets just as often deliver rubbish ideas. For me, it’s a bit like the kids at university who claimed that doing their papers on the night before they needed to be handed in was preferable as they ‘performed better under pressure’. I didn’t buy that line then and I don’t now. How can necking copious amounts of Red Bull and coffee and staying up for longer than anyone should be awake deliver your optimum effort?
Anyway, we digress. Tomorrow, at 12.30pm NZ time, we are doing #markchat and we want to hear your opinions on the topic above.
To kick-start your thinking, I had a look for great examples of small budgets delivering great creativity. I didn’t come up with a huge selection; partly because I wasn’t sure what people would define as a ‘small’ budget (I would guess it is relative to the competition). That said, this guy has done some very cost-effective marketing over the years, despite a large personal fortune. And these guys have long driven an idea/campaign I love, which hasn’t been expensive compared to others in the market.
On the other end of the spectrum, here is one terrible piece of marketing that would have cost a fair wedge of budget and here is another, more recent example that has received a fair amount of criticism. Oh, and here’s another for those of you who want more.
Is there a New Zealand quality to New Zealand brands? Does it truly come through and is it useful? Should we express New Zealand ‘values’ to brands?
These are the questions we kicked off today’s #markchat with and it stirred lots of useful debates.
The general feeling seemed to be that a Kiwi flavor to the brand is useful and relevant so long as it isn’t forced. The brand is partly responsible for fostering this ‘NZ-ness’, but the consumer will ultimately decide whether it feels right and whether it sticks. Speaking of brand perceptions, the consensus was that people have long memories. Both Bullet PR’s Jennifer Duval-Smith and Gen-i’s Chris Quin had interesting points and questions on this subject. Continue reading
Excuse me while I get slightly philosophical. 18th century Swiss philosopher, Jean-Jacques Rousseau, said that true democracy couldn’t survive in states of more than 50,000 people. I would argue that effective social media, and by that I mean social media that holds real value and meaning for both the consumer and the client, cannot be achieved in communities bigger than 50,000 people.
Hell, I’m not sure that, for most brands, it can be achieved in communities bigger than 40,000 people. If you are one of those brands that appeals to just about everybody, like a telco or a retailer that sells all and sundry, then it’s probably a little different. But how can you communicate with a group any bigger than 40,000? How can you possibly expect to have the kind of conversations that social media is meant to facilitate? Continue reading
Does branding enable B2B business?
This is the subject for tomorrow’s #markchat. And here are a few questions and points to get you thinking in advance.
Perhaps senior decision makers choose partners and suppliers based on existing relationships. But these relationships could also have started due to intelligent B2B branding. There may have been a moment in time, perhaps before the decision maker was senior or even in the position to make these choices, when a brand got the message right and established the connection. Or maybe not. Sometimes these business to business agreements are a case of circumstance, such as when two offices are located near each other, for example. This could be the main reason why a business uses a printing company. It may have nothing to do with their logo.
Speaking of logo, to what degree does design of a logo contribute to the credibility of the business? I’d wager that it’s quite influential, although it’s up for debate how much of a factor this is. It’s been suggested, for instance, that the new BNZ logo was a result of a need for a more serious symbol in the corporate side of the banking operation.
And when it comes to the differences between consumer focused and B2B branding, what about websites? How does the choice of what information we share contribute to branding? Taking it one step further, in this amalgamated world of information we all live in, how much of a difference is there between consumer and B2B branding these days?
Please join us at 12.30pm tomorrow for #markchat; we’d love to hear your opinions.
We are all in the business of encouraging as many people as possible to be more engaged with the products of our clients. And we want this to lead to increased sales and revenue. The issue is that ‘likes’ and ‘follows’ don’t necessarily translate into ‘buys’. There is a big difference between the ‘like’ of the potential customer letting you converse with them and the ‘love’ of actual purchases.
But how do we untangle this complex situation? A friend recently alerted me to a cool set of new adverts by Foster’s, the beer made in Australia and consumed primarily in the UK. I think the adverts are really funny; they also make me feel more engaged with the brand and I’ve already told plenty of other folk about them, so they have the talkability factor.
The problem is that I would never buy Foster’s. It tastes god-awful and I only bought it when I was a broke student. I’d like to buy it because I love the adverts. I just can’t bring myself to get a crate of something I wouldn’t use. I imagine the adverts will help increase sales as it will influence people choosing between Foster’s and a beverage of similar quality. So I guess it’s done its job. It did get me wondering though whether the quality of the creative was directly proportional to the effect it will have on selling more beer? Continue reading
We held the third #markchat yesterday, with the aforementioned topic of ‘Social Media Engagement and ROI’.
Plenty of great points, suggestions and debates appeared in the tweet stream and it really feels like we have something with huge potential on our hands. It even climbed up the trending ladder in Auckland, which is cool.
I’m going to struggle to articulate all the salient comments, but here we go… Continue reading
We were part of an interesting Social Media Club on Tuesday night. The topic was ‘Social Media for Social Networking’, an important topic for us all.
Our speakers were:
Linda Coles, trainer and speaker on building and maintaining relationships online (www.bluebanana.co.nz; @bluebanana20)
Jane Kennelly, Company Director of frog recruitment, industry veteran and innovator (www.frogrecruitment.co.nz; @frogrecruitment)
And me, Alex Erasmus of Bullet PR (www.bulletpr.co.nz; @AlexErasmus)
Linda mainly discussed LinkedIn and we can all use it for establishing and strengthening business relationships. I think her talk reminded everyone of the points of difference that LinkedIn has over the likes of Facebook. The most pertinent point for me was that it only takes a few minutes a day to keep your online profile looking good. In many ways, it’s simply a ‘hygiene factor’ for when you’re looking for work, but it’s a good habit to get into.
Jane Kennelly of frog recruitment showed she is one of the few in her sector who is embracing social media. There is certainly a sea change in recruitment, where employers are now often looking at LinkedIn profiles and not CV’s. This is especially true for those working in media, but will surely be true of many more jobs in future. This is, like a lot of social media related subjects, heavily tied in to faster broadband, free wi-fi zones and smart phone adoption. Jane gave the example of MOTAT, who produced a great recruitment video, which beats traditional methods.
I finished the evening with a quick run-through my take on online networking. My opinion is that you should start by being interested in what others are saying and listen to their responses. It also pays to have a clear understanding of what you are looking for from the relationship. Networking for networking’s sake doesn’t do any of us any favours. Moreover, are you actually adding value online? Rather than trying to connect with as many people as you can, why not try and do something different from others in your field so that people want to connect with you? This is a much better way of approaching it. Continue reading
To those who are new to this #markchat business, it’s a weekly Twitter conversation at 12.30pm (NZ time) every Thursday. Each week we have a different topic and encourage new people to join us. We started it as a way for people to have a conversation around a relevant topic amidst all the clutter we see online. We co-host it with one of our clients, Michael Holt, CEO of gardyneHOLT design. To follow the conversation, simply search for the hashtag #markchat using TweetDeck, Seesmic or a similar tool. Alternatively, you can go to www.wthashtag.com/markchat
This week we will be talking about how you take social media beyond engagement to the point of evaluating ROI. This is also the over-arching topic of the conference we are hosting - Social Media Junction – on November 16th and 17th. This time, we will look to focus more on B2B brands, rather than the typical consumer brands people reference in these conversations (Apple, Coca-Cola etc.) Continue reading
We will always be emotionally driven. It’s part of our DNA. But how can we harness that truth for better, more effective marketing?
Today, I co-hosted a Twitter chat on this very topic. To give a little background on the Twitter chat idea, it’s basically a 30-45 minute online conversation on a particular marketing topic. We use the hashtag #markchat so we can all follow the conversation without the distractions of all the other Twitter updates. The aim of the game is to have an informative and intelligent chat about marketing at the same time each week that people know they can tune into. For more information, click here.
The inaugural chat was about ‘Head vs. Heart’ and how rational people really are when making a purchase decision. It was lively, with lots of interesting points from a range of people. In total, there were 133 tweets from 16 contributors. Continue reading
What with the launch of the #NewTwitter, it seems apt to speak about what the changes are going to mean for the social space in terms of PR. Twitter’s changes are all with a view to making it more responsive so that you work less for more information. The increased functionality could herald some worrying times ahead for the various applications like TweetDeck, but I guess we’ll have to wait and see how this pans out. In terms of looks, it’s moving towards an iPad feel. Read more about it here and here. Continue reading
This morning I read a really thought provoking article on The Guardian website about Google Instant. The article is essentially all about how the internet is making our attention spans shorter and shorter.
For those of you who don’t know, Google Instant is a new addition to internet search technology that shows results below the search window as you type. The aim is to reduce the time spent searching for what you’re looking for, often without the need to even press ‘enter’ to bring up the right results. And yes, you can turn it off if you so choose.
I was at a conference recently where Google Instant was being discussed and I was pondering how great an innovation it was. This was another step in making it quicker (and hopefully easier) to find the right content online. Brilliant.
However, after more consideration and since reading the Guardian article, I’m now slightly concerned about the wider ramifications of the way things are heading. Continue reading
I recently delivered a presentation at Realestate.co.nz’s ‘Future of Real Estate Conference’. I spoke about how real estate agents could use social media to engage with potential customers.
One of the overarching themes of the event was how real estate agents can make themselves a central part of their local communities. This can be achieved through a mix of talking about the local property market and also about news in the surrounding area.
This can be anything from local festivals to new shops opening. It’s another example of how online communications are becoming more personalised in order to increase their relevance. Here’s a great example of a real estate agent leveraging the most out of online. Thanks to fellow speaker, Joel Burslem for highlighting this one.
In terms of my presentation, these were the main points I discussed:
· The relationship between PR, SEO and the real estate industry
· The changing nature of being an influencer
· The differences between a journalist and a blogger and why this matters
· Business outcomes off the back of social media Continue reading
I delivered a presentation this afternoon to the B&T Digital Bootcamp on where PR fits into the Social\Digital Media Mix.
For the full presentation, please click here.
However, here is a summary…
I’ve been doing a lot of research recently on online monitoring case studies. They all talk on about how the monitoring tools reduce the time it takes to track mentions, buzz and sentiment for their brands.
While this is certainly true and useful, I haven’t read many people who mention how the requirements of a tool vary dramatically from client to client.
This is especially important in New Zealand. For some brands, it is interesting to monitor global trends. For example, a coffee company locally can be ahead of the curve by watching trends from the North American market around the pick-up of geo-location services.
On the other hand, for some brands it is near-irrelevant what’s happening abroad. Kiwi supermarkets should be primarily focused on comparative online activity locally, for instance. This is magnified by the duopoly in this market. Continue reading
I gave a talk the other night to the NZ Music Managers Forum. Broadly speaking, it was about how music can benefit from social media. However, I tried to focus on how to engage, rather than the tools.
The overarching points I made were:
· Have a goal
· Get everyone on the same page
· Choose the platform wisely Continue reading
With the rise of technology and lives lived increasingly online – are manners a thing of the past?
TV3 Nightline’s Kim Choe interviewed me recently on this very question in a fun segment on the lost art of etiquette. UK research suggests that the British have lost some of their quintessential British courtesy, blaming technology and the increasing pace of life. But have the wheels fallen off our manners here in New Zealand?
Manners are constantly evolving aren’t they? We don’t speak to each other as the Victorians did. And we can always expect to see conflicts between the expectations of one generation and another. If you think the next generation is particularly bad, you can take it from Socrates: “The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise”.
But what is different now however is the rate of change. The means and manner of communication via technology have advanced much faster than the etiquette which should accompany it. The human, cultural process of manners lags behind. Continue reading
Not that long ago there was a void in terms of online measurement tools that went beyond ‘you have had 24 mentions this month’. There was a lack of connecting measurement to ROI, something that dug a little deeper towards bringing it back to the business benefits.
Now there seems to be a plethora of options, some of which have had pick-up in New Zealand and some of which haven’t. As with most things, there will probably be a cooling off period where the best ones establish themselves and the others fade into obscurity.
We all know that social media/ digital marketing is just the first step towards better communications and PR. The more important facet is what to do with that data. It’s pointless having it and not using it. Before you jump into the ocean of data, you need to set a long-term strategic plan. But where do you start? Continue reading
Media types sometimes refer to ‘word of mouth’ marketing as the most powerful form of communications. Social media is intrinsically tied into this as it is based largely on the fact that personal recommendations are the most powerful; certainly more powerful than a brand talking at you.
However, word of mouth marketing isn’t purely about social media. It can be embodied in ambient/experiential marketing, promotional stunts and also PR.
The slight difference with PR is that it’s a third party recommendation/endorsement from a journalist or blogger rather than a personal contact.
So, essentially, social media is very closely aligned with PR. Continue reading
Apparently, the recent Old Spice ad has been right up there in terms of ‘talkability’, ‘buzz’ and ‘engagement’. This much is true, proven by the fact that the video, and the personalised re-incarnations (which was a great idea, by the way), have been viewed by approximately one zillion people around the world. They have been watched and passed on to friends and family because they are very funny; it’s that great content thing again.
But is this ad going to sell more product? I would never buy OId Spice, nor would my Dad, my brother, my boss, my flatmates…I’ve questioned them all and nobody I know buys it and the ads have, if anything, simply re-enforced this notion. Continue reading
I went to an NZ Marketing Association event this morning that featured the head of Facebook for Australia and New Zealand as well as the Online Editor team at Rugby World Cup 2011.
It was interesting to get an update on what Facebook can offer and it was also good to hear the inside story on how the Rugby World Cup is being promoted.
The talk did, however, raise a few questions in my mind about the ongoing role of social media.
Social media is all about sharing and it’s all about user-generated content (70% is the target according to Facebook) and…you’ve heard this before so I won’t bang on about what it is.
Driving Facebook followers or ‘likes’ is mainly achieved through advertising. Seeing as social media’s based on non-advertorial pledges, isn’t this oxymoronic? Continue reading
People often talk about social media being just a channel for content, as opposed to it being the content itself. Which is true, but that perhaps doesn’t tell the full story.
The common idea is that social media should be used just like any other PR or marketing channel. I would disagree with this notion as each channel must be dealt with differently. As this blog post by Tim Sanders so rightly refers to, you should never move away from the brand strategy when incorporating social media into your marcomms efforts. Continue reading
There have been lots of conversations recently about privacy, specifically in social media. Mark Zuckerberg, Founder and head-honcho at Facebook, got very sweaty when discussing the topic recently. If Mark Zuckerberg, one of the pioneers of the share everything world we live in is getting sweaty about ongoing privacy concerns, then perhaps we should all be worrying.
But I don’t think it’s really about privacy. It’s actually about money. And egos. Continue reading
Interesting guest post here on Mashable from Chris Treadway, about the future of location based services.
It raises interesting and salient points around, say, the number of people using LBS only manifesting itself into relatively small groups of people in individual areas.
The article also touches upon an ongoing, but rarely discussed, issue for PR and Social/Digital Media: are we just talking into an echo chamber? Continue reading
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