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DigitalMobile
VR
Social
Media
LIVErtising 15.6
NO
BULLSHIT
SOCIAL MEDIA
“What can I do with it?”
Think
OUTSIDE
the
(social media) box
LIVErtising 2015 6 social media slideshare
Visual - addictive - young -
geoloc - free
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
Awareness
campaign
LIVErtising 2015 6 social media slideshare
https://youtu.be/cRFqQ0Lvz_Q?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
Market
study
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
Product launch
&
contest
https://youtu.be/4A0qrKLC_SQ?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
LIVErtising 2015 6 social media slideshare
Trial, loyalty,
couponing
&
virality
LIVErtising.NET IHECS 2014-201523
LIVErtising.NET IHECS 2014-201524
https://youtu.be/VaJjPRwExO8?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
SocMed, OK!
But Why?
LIVErtising 2015 6 social media slideshare
LIVErtising.NET IHECS 2014-2015
7 Reasons…
1. Increase Sales Via Social Recommendation
2. Understand Your Competition
3. Give Better Customer Service
4. Increase Your Search Ranking
5. Build Brand Loyalty
6. Target Your Ads Better and Optimize Your
Ad Spend
7. Gain New Customers
27
THE 1 REASON?
Audience!
How much time?
LIVErtising.NET IHECS 2014-201531
How many people?
LIVErtising.NET IHECS 2014-201532
How often?
LIVErtising.NET IHECS 2014-201533
How many
platforms?
Some additional data,
for the record!
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
LIVErtising 2015 6 social media slideshare
From ORGANIC to PAID (?
LIVErtising 2015 6 social media slideshare
LIVErtising.NET IHECS 2014-2015
8
46
3 trends
https://econsultancy.com/blog/66244-eight-ways-brands-can-add-meerkat-into-their-marketing-mix/
LIVErtising.NET IHECS 2014-201549
Presence -> Engagement
= Interaction + Advocacy
LIVErtising 2015 6 social media slideshare
LIVErtising.NET IHECS 2014-201551
Video
Mobile
Anonymou
s
1 more trend…
LIVErtising.NET IHECS 2014-201553
LIVErtising 2015 6 social media slideshare
LIVErtising.NET IHECS 2014-201555
LIVErtising.NET IHECS 2014-201556
LIVErtising.NET IHECS 2014-201557
TRADITIONAL
ADVERTISING
PERMISSION
ADVERTISING
NETWORKED /
CONNECTED
ADVERTISING
LIVErtising.NET IHECS 2014-201559
LIVErtising.NET IHECS 2014-201560
LIVErtising.NET IHECS 2014-201561
LIVErtising.NET IHECS 2014-201562
LIVErtising.NET IHECS 2014-201563
LIVErtising.NET IHECS 2014-201564
LIVErtising.NET IHECS 2014-201565
LIVErtising.NET IHECS 2014-201566
LIVErtising.NET IHECS 2014-201567
LIVErtising.NET IHECS 2014-201568
LIVErtising.NET IHECS 2014-201569
From ORGANIC to PAID (?
LIVErtising.NET IHECS 2014-201571
LIVErtising.NET IHECS 2014-201572
From
STRATEGY
to
TACTICS
LIVErtising.NET IHECS 2014-201574
Error #1
LIVErtising.NET IHECS 2014-201575
LIVErtising.NET IHECS 2014-2015
SocMed basics: A
presence is NEVER a
strategy
76
LIVErtising.NET IHECS 2014-2015
SocMed basics:
STRATEGY vs TACTICS
77
OBJ
PLAN of ACTIONS
Strategy
Tactic 2Tactic 1
Tactic 3 Tactic N
Why?
What?
How?
Mission
Goals
Cy
1
23
LIVErtising.NET IHECS 2014-2015
SocMed basics:
STRATEGY vs TACTICS
79
OBJ
PLAN of ACTIONS
Strategy
Tactic 2
Tactic 1
Tactic 3
Tactic N
K P I
metrics
Cy
Let’s practice,
OK?
STRAT KPI
METRICTACT
brand awareness
lead generation
brand reputation
promotion on Twitter
CTR
# SM leads / total # leads
# pos - # neg / # pos + # neg
# of RT
# likes + # shares + # cmts / # msges
FB page
# likes
CTA on website
# pos - # neg / # pos + # neg
# likes + # shares + # cmts / # msges
# SM leads / total # leads
Engagement rate
Lead Generation Efficiency
Sentiment (ratio)
1
2
3
http://1drv.ms/1GKoxPH
http://1drv.ms/19CEj
Pt
LIVErtising 2015 6 social media slideshare
NO
BULLSHIT
SOCIAL MEDIA
DigitalMobile
VR
Social
Media
Visual - addictive - young -
geoloc - free
LIVErtising.NET IHECS 2014-2015
SocMed basics: A
presence is NEVER a
strategy
88
LIVErtising.NET IHECS 2014-2015
SocMed basics:
STRATEGY vs TACTICS
89
OBJ
PLAN of ACTIONS
Strategy
Tactic 2Tactic 1
Tactic 3 Tactic N
Why?
What?
How?
Mission
Goals
Cy
LIVErtising.NET IHECS 2014-2015
SocMed basics:
STRATEGY vs TACTICS
90
OBJ
PLAN of ACTIONS
Strategy
Tactic 2
Tactic 1
Tactic 3
Tactic N
K P I
metrics
Cy
LIVErtising.NET IHECS 2014-201591
tip #1
STRATEGY
adapted from: http://searchenginewatch.com/sew/how-to/2202307/social-media-roi-how-to-define-a-strategic-plan
LIVErtising.NET IHECS 2014-201593
Error #2
LIVErtising.NET IHECS 2014-2015
SocMed basics: Social
Capital before financial
94
LIVErtising.NET IHECS 2014-2015
Social?
95
LISTENING Sharing
LIVErtising.NET IHECS 2014-201596
tip #2
LIVErtising 2015 6 social media slideshare
LIVErtising.NET IHECS 2014-201598
Error #3
LIVErtising.NET IHECS 2014-2015
SocMed basics: 90 – 9 - 1
99
LIVErtising.NET IHECS 2014-2015100
LIVErtising.NET IHECS 2014-2015101
LIVErtising.NET IHECS 2014-2015102
LIVErtising.NET IHECS 2014-2015103
Error #4
LIVErtising.NET IHECS 2014-2015104
LIVErtising 2015 6 social media slideshare
NO
BULLSHIT
SOCIAL MEDIA
LIVErtising 2015 6 social media slideshare

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LIVErtising 2015 6 social media slideshare

Hinweis der Redaktion

  1. http://trendncom.com/2015/01/24/tinder-the-best-social-media-marketing-platform/ also: http://contently.com/strategist/2014/11/25/6-brands-that-used-tinder-as-a-social-media-marketing-platform/ Tinder is the new favourite marketing tool to reach young people. How does it work and most of all why ? What are the best ideas ? Let’s talk about it. WHAT IS TINDER ? HOW DOES IT WORK ? Tinder is one of the most famous and most used dating app over the world. It reaches more than 750 millions of young. It’s the easiest way to find someone near you who is interested/attracted. Indeed, the principle is to suggest some people who can match your criteria in the exact area you are standing at the moment. Tinde-Dating-Tips It is the trendy app of the moment. Truthful dating app ? Not really, most of the matches don’t lead to a meeting in real life but it’s flattering people’s ego. Having a match is like having a wink in the street. People find themselves more attractive. Moreover, everybody likes judging people. Just swipe left if the person isn’t your type, swipe right if it does… So easy ! That’s why youth throw themselves on Tinder. It’s so enjoyable. Some of them even do it in small group : watching the profiles, deciding who to match and who to throw away. WHY IS IT USEFUL FOR A BRAND ? As I just said (written must be the right word), Tinder is the place to be to reach your young target. It’s mostly used by 18-34 year-old men (and obviously women but they’re always less on this market). This is a magic contact point for this elusive population. We all know how young people are. They are zappers, they flirt from one thing to another, from one media to another… They’re hard to get. Tinder helps brands to reach that audience. Other advantage, the geolocation system. I’ll show you later in this article how it can be used by brands but this is the main feature companies always try to use nowadays. The mass media and mass advertising are over. You want to be local. As Patrick Geddes said « Think global, act local« . Consumers want brands to be closer to them. We are now in an individualist world. Let’s face it… o-TINDER-facebook Moreover, huge positive point, a brand doesn’t need to pay for the advertising space. It is free (maybe not for long). Brands can use Tinder as a proper media. It represents a ridiculously low price. It’s very important when you’re looking to save costs on everything (always good to say to your boss). To finish, the app is visual and fun. As I explained in my Blowarketing article about Instagram, imagery and photos are the favourite media shared by people on the Internet. Tinder has this advantage. Everything is based on photos (agree or not), you like the person for it (or don’t of course). Just one bad thing : your action isn’t assured to get to be seen. It is mostly random. People have to stumble upon the fake profile (only option available to build an operation on Tinder) to see the message you want them to. Nonetheless, this is a good way to show your best creative side ! THE BEST BRAND MARKETING ACTIONS ON TINDER So now, this is time to show you who did it well and finally, there are a lot ! AWARENESS Lots of NGO are using social media efficiently to help their cause. Some of them have discovered Tinder. To raise awareness of youth over serious subjects, it is a good solution. Against sexual traffic The idea is always the same on Tinder : you create a fake profile. Here, they created several profiles of beautiful young women. As you match with them, you discover the other pictures. The ones with bruises and injuries. At the end, a strong message : « Sex trafficking victims have no option. You have the option to end it now ». A campaign with a strong impact. 10360 Against dogs abandonment This one is my favourite because it’s the cutest marketing action ever. We are still talking about awareness. We all know pets abandonment is a real issue in all countries. Lots of associations take in abandoned pets. This one, Social Tees Animal Rescue, found a good way to join up people to their cause. Once again, we have fake profiles but these are dogs. So yes, you can (in New York City) match with a dog. So as any other match on Tinder, swipe right to say yes, then you talk a bit, you meet up for a walk and after, go to the next level :P ! Of course not, but you have the possibility to adopt the sweet puppy. If you swipe left, an “Abandoned” label appears over its picture… So sad tinder-dogs-hed2-2014 What makes it a great idea ? Invading a dating app to talk about abandon and make people adopt animals is just the best idea ever. I explained it earlier but photo/image is the most affective strategy nowadays (a good picture is more valuable than any speech). There is an emotional connexion between the picture and your brain. You’re instantaneously linked to it. When it’s a lovely puppy looking at you with its eyes full of hope, how to resist ?? You can’t, obviously, and that is genius ! Finding missing people I won’t describe it that long. This is a really good idea from Brasil where 100 profiles of missing people were created. It was a buzzing operation which helped to find 23 people. This was called « the blind date ». If someone swipe right, they had access to more information about the person and could provide description of the place they’ve seen him or her, using the geolocation system of the app. A good initiative. mens-health-monttinderh For men’s health For the Men Health’s Month, Miami Ad School created a fake profile, Nurse Nicole, who intended to look after men’s health by going back again and again over the health subject. Even when the words started rude (we all know frustrated men). STUDIES Other brands use Tinder to make some researches about their customers. The first one is Gilette which intended to know if girls are more interested in shaven men or bearded ones. It appears after some investigation (they measured the number of matches for men shaved and then, the same with the beard), shaven men are more popular. Well-groomed guys got 74% of the right swipes ! Don’t say you weren’t warned ;-) smoking-ash-association-fumer-tinder-2 The second one is about smoking. And it is good news for young people’s health. Indeed, 2 fake profiles of the same girl were injected into Tinder’s network. All the same information but on one of the profile picture, she was smoking. The non-smoking one got twice more matches than the other. Good to know, huh ? FUN ACTIONS Beer brand helps men to dare This action is funny and quite interesting socially. Primus, Belgian beer, noticed than men don’t have the balls to take the girls out. They just get stuck to the virtual conversation point. The brand wants them to dare ! So they created fake profiles of beautiful women. Watching their photos, the Primus message is displayed (approximately) « it’s best to take her out than have a chat on your mobile phone ». To help them go for it, the brand offered 2 beers to drink in the Bartinder (the special bar for Tinder’s dates) ;-) Spend Valentine’s Day with Domino’s Pizza Easy to understand : match with the domino’s pizza profile when you’re single on Valentine’s Day and win a hot date with the pizza. The brand offered some vouchers to the poor desperate single ones. A funny way to make your brand talked about ! Match with the chocolate shop The most efficient action for me, in a commercial way. They took advantage of all the benefit Tinder has. For all that, it is a very simple action. As all marketing operations I described, this one consists in creating a fake profile. Here, it’s a chocolate shop. You pass by and you find out the profile (by chance). Match with it and you get a reduction. This is the future of advertising. Most of brands intend to do that : giving personalised offers to people passing by the store. A good way to catch attention and raise the traffic, to finally sell more (you can then increase your conversion rate). tinder-etudiant-campus-universite-amour-sexe But the lack of possibility is disappointing with Tinder. You can only create a profile and pray for people to find it randomly. Anyway for those who actually find it, it is a real experience if you built up a creative action. I can’t help myself but repeating : having a (good) experience with a brand links emotionally the customer, immediately. Linking your customer to your brand turns him into a fan and an ambassador which means he will work for your image for free. All brands have to cherish these people !
  2. http://trendncom.com/2015/01/24/tinder-the-best-social-media-marketing-platform/ also: http://contently.com/strategist/2014/11/25/6-brands-that-used-tinder-as-a-social-media-marketing-platform/ Tinder is the new favourite marketing tool to reach young people. How does it work and most of all why ? What are the best ideas ? Let’s talk about it. WHAT IS TINDER ? HOW DOES IT WORK ? Tinder is one of the most famous and most used dating app over the world. It reaches more than 750 millions of young. It’s the easiest way to find someone near you who is interested/attracted. Indeed, the principle is to suggest some people who can match your criteria in the exact area you are standing at the moment. Tinde-Dating-Tips It is the trendy app of the moment. Truthful dating app ? Not really, most of the matches don’t lead to a meeting in real life but it’s flattering people’s ego. Having a match is like having a wink in the street. People find themselves more attractive. Moreover, everybody likes judging people. Just swipe left if the person isn’t your type, swipe right if it does… So easy ! That’s why youth throw themselves on Tinder. It’s so enjoyable. Some of them even do it in small group : watching the profiles, deciding who to match and who to throw away. WHY IS IT USEFUL FOR A BRAND ? As I just said (written must be the right word), Tinder is the place to be to reach your young target. It’s mostly used by 18-34 year-old men (and obviously women but they’re always less on this market). This is a magic contact point for this elusive population. We all know how young people are. They are zappers, they flirt from one thing to another, from one media to another… They’re hard to get. Tinder helps brands to reach that audience. Other advantage, the geolocation system. I’ll show you later in this article how it can be used by brands but this is the main feature companies always try to use nowadays. The mass media and mass advertising are over. You want to be local. As Patrick Geddes said « Think global, act local« . Consumers want brands to be closer to them. We are now in an individualist world. Let’s face it… o-TINDER-facebook Moreover, huge positive point, a brand doesn’t need to pay for the advertising space. It is free (maybe not for long). Brands can use Tinder as a proper media. It represents a ridiculously low price. It’s very important when you’re looking to save costs on everything (always good to say to your boss). To finish, the app is visual and fun. As I explained in my Blowarketing article about Instagram, imagery and photos are the favourite media shared by people on the Internet. Tinder has this advantage. Everything is based on photos (agree or not), you like the person for it (or don’t of course). Just one bad thing : your action isn’t assured to get to be seen. It is mostly random. People have to stumble upon the fake profile (only option available to build an operation on Tinder) to see the message you want them to. Nonetheless, this is a good way to show your best creative side ! THE BEST BRAND MARKETING ACTIONS ON TINDER So now, this is time to show you who did it well and finally, there are a lot ! AWARENESS Lots of NGO are using social media efficiently to help their cause. Some of them have discovered Tinder. To raise awareness of youth over serious subjects, it is a good solution. Against sexual traffic The idea is always the same on Tinder : you create a fake profile. Here, they created several profiles of beautiful young women. As you match with them, you discover the other pictures. The ones with bruises and injuries. At the end, a strong message : « Sex trafficking victims have no option. You have the option to end it now ». A campaign with a strong impact. 10360 Against dogs abandonment This one is my favourite because it’s the cutest marketing action ever. We are still talking about awareness. We all know pets abandonment is a real issue in all countries. Lots of associations take in abandoned pets. This one, Social Tees Animal Rescue, found a good way to join up people to their cause. Once again, we have fake profiles but these are dogs. So yes, you can (in New York City) match with a dog. So as any other match on Tinder, swipe right to say yes, then you talk a bit, you meet up for a walk and after, go to the next level :P ! Of course not, but you have the possibility to adopt the sweet puppy. If you swipe left, an “Abandoned” label appears over its picture… So sad tinder-dogs-hed2-2014 What makes it a great idea ? Invading a dating app to talk about abandon and make people adopt animals is just the best idea ever. I explained it earlier but photo/image is the most affective strategy nowadays (a good picture is more valuable than any speech). There is an emotional connexion between the picture and your brain. You’re instantaneously linked to it. When it’s a lovely puppy looking at you with its eyes full of hope, how to resist ?? You can’t, obviously, and that is genius ! Finding missing people I won’t describe it that long. This is a really good idea from Brasil where 100 profiles of missing people were created. It was a buzzing operation which helped to find 23 people. This was called « the blind date ». If someone swipe right, they had access to more information about the person and could provide description of the place they’ve seen him or her, using the geolocation system of the app. A good initiative. mens-health-monttinderh For men’s health For the Men Health’s Month, Miami Ad School created a fake profile, Nurse Nicole, who intended to look after men’s health by going back again and again over the health subject. Even when the words started rude (we all know frustrated men). STUDIES Other brands use Tinder to make some researches about their customers. The first one is Gilette which intended to know if girls are more interested in shaven men or bearded ones. It appears after some investigation (they measured the number of matches for men shaved and then, the same with the beard), shaven men are more popular. Well-groomed guys got 74% of the right swipes ! Don’t say you weren’t warned ;-) smoking-ash-association-fumer-tinder-2 The second one is about smoking. And it is good news for young people’s health. Indeed, 2 fake profiles of the same girl were injected into Tinder’s network. All the same information but on one of the profile picture, she was smoking. The non-smoking one got twice more matches than the other. Good to know, huh ? FUN ACTIONS Beer brand helps men to dare This action is funny and quite interesting socially. Primus, Belgian beer, noticed than men don’t have the balls to take the girls out. They just get stuck to the virtual conversation point. The brand wants them to dare ! So they created fake profiles of beautiful women. Watching their photos, the Primus message is displayed (approximately) « it’s best to take her out than have a chat on your mobile phone ». To help them go for it, the brand offered 2 beers to drink in the Bartinder (the special bar for Tinder’s dates) ;-) Spend Valentine’s Day with Domino’s Pizza Easy to understand : match with the domino’s pizza profile when you’re single on Valentine’s Day and win a hot date with the pizza. The brand offered some vouchers to the poor desperate single ones. A funny way to make your brand talked about ! Match with the chocolate shop The most efficient action for me, in a commercial way. They took advantage of all the benefit Tinder has. For all that, it is a very simple action. As all marketing operations I described, this one consists in creating a fake profile. Here, it’s a chocolate shop. You pass by and you find out the profile (by chance). Match with it and you get a reduction. This is the future of advertising. Most of brands intend to do that : giving personalised offers to people passing by the store. A good way to catch attention and raise the traffic, to finally sell more (you can then increase your conversion rate). tinder-etudiant-campus-universite-amour-sexe But the lack of possibility is disappointing with Tinder. You can only create a profile and pray for people to find it randomly. Anyway for those who actually find it, it is a real experience if you built up a creative action. I can’t help myself but repeating : having a (good) experience with a brand links emotionally the customer, immediately. Linking your customer to your brand turns him into a fan and an ambassador which means he will work for your image for free. All brands have to cherish these people !
  3. http://www.telegraph.co.uk/women/womens-life/11221037/Fake-Tinder-profiles-show-sex-trafficking-victims.html Fake Tinder profiles show 'sex trafficking victims' Tinder profiles in Ireland show models posing as sex trafficking victims to raise awareness about the crime A model posing as a sex trafficking victim on Tinder as part of a new campaign to stamp out the trade Photo: EIGHTYTWENTY By Radhika Sanghani2:30PM GMT 10 Nov 2014 Dating app Tinder now features a number of fake profiles showing models with cuts and bruises, posing as ‘sex trafficking victims’. The scheme has been created by Dublin-based advertising agency EightyTwenty and the Immigrant Council of Ireland, to crack down on the illegal industry in Ireland. Users will see an image of an attractive woman but as they swipe, they will then be confronted with a series of photos showing the abuse that trafficking victims are often subjected to. “Your options are left or right,” reads one of the ads. “Women forced into prostitution in Ireland have none.” The idea is that the images will show the reality of sex trafficking and raise awareness of the crime, especially amongst a younger demographic who are “difficult to reach through traditional media.” Related Articles Swipe right for love, work, news, clothes, music and dogs Are your parents on Tinder? 26 Nov 2014 Tinder's trying to empower women - but it isn't working 16 Mar 2014 Men on Tinder are using art to get dates 15 Oct 2014 Tinder review: a woman's perspective 20 Jan 2015 Denise Charlton, chief executive of the Immigrant Council of Ireland, said: “Sex trafficking is one of the most lucrative crimes with the sums involved on a par with those for drug smuggling and gun running, yet many people are not aware that it is a reality in communities right across Ireland. “The Immigrant Council of Ireland is committed to using every possible opportunity to increase awareness about the activities of the thugs behind these crimes and the impact on their victims.” Cathal Gillen of EightyTwenty, the agency that designed the ad, said: “This is the first use of Tinder in Ireland for a campaign of this nature and one of the first globally. “Tinder has become an extremely popular app in Ireland, and it provides us with a unique, innovative and stand out way of communicating to men the issues faced by women involved in sex trafficking.” Charlton added that Irish prostitution is thought to be run by foreign and domestic criminal gangs in a trade thought to net over £150 million a year. Globally, 2.4 million people are thought to be victims of human trafficking according to the United Nations.
  4. http://marketingeasy.net/dppd-missing-persons-unit-blind-date-tinder-campaign/2014-08-27/ Tinder campaign returns missing people to loved ones Each year over 3,000 people go missing in Santa Catarina in the south of Brazil. To help track down the missing, the DPPD Missing Persons Unit has enlisted the services of dating app Tinder. The unconventional Tinder campaign involved creating fake profiles for missing individuals. When Tinder users clicked on the profiles, they were informed the person was missing and encouraged to contact the DPPD if they had any information. The campaign circulated major media outlets in Brazil, helping to spread the message. 40,000 people were directly reached through views and amazingly, 23 people were found. - See more at: http://marketingeasy.net/dppd-missing-persons-unit-blind-date-tinder-campaign/2014-08-27/#sthash.y2Q8J5yC.dpuf
  5. http://www.fastcompany.com/3041176/fast-feed/gillette-is-using-tinder-analytics-to-sell-razors GILLETTE USES TINDER ANALYTICS TO SELL RAZORS FACIAL HAIR: HOT OR NOT? BY LUKE DORMEHL The idea that sex sells is as old as advertising itself, but Gillette is updating the concept for the Tinder generation, courtesy of big data analytics. Gillette has paid the popular dating app to carry out research into whether untidy facial hair is less desirable to would-be daters than a clean-shaven face. According to the video below, 74% of positive swipes on Tinder went to neatly groomed date seekers. Clean-shaven individuals, it seems, receive an average of 37% more matches than their bushier counterparts. The research was conducted using data from 100,000 anonymized college-age male Tinder profiles. (Scroll through Gillette's website for the full results.) "Tinder is obviously something that's really connected to that college audience," Kurt Iverson, senior communications manager for Gillette, told Advertising Age. "It's where our user is right now. They live to see who's given them the swipe right overnight. When we started talking to them, it was a little edgier, more of a hookup app. But I think it's gone a lot more mainstream now. All age groups are aware of it." Of course, this is very self-serving market research by Gillette, which clearly has a vested interest in selling razors and other shaving products. But it's also a fascinating glimpse at the social currency that is Tinder—and the way that current trends in tech can be seized on for advertising purposes.
  6. http://techcrunch.com/2015/03/15/marketers-tricked-sxsw-tinder-users-with-a-chatbot/?ncid=rss&cps=gravity_1462_-7068199110974571400 Marketers Tricked SXSW Tinder Users With A Chatbot Posted Mar 15, 2015 by John Biggs (@johnbiggs) 887 SHARES Next Story Facebook, Oculus And The Future Of Virtual Reality There are a few universal truths in online dating: most photos are carefully staged, most profiles are slightly puffed-up, and most people on them (and this is clearly fast-changing) are actually human. Until some unlucky Tinder users spotted Ava. A company promoting the movie Ex Machina created a fake account, Ava, with a photo of the star of the movie. Ava is an AI in the film and presumably she wants to get down. Unsuspecting men and women swiped to make a match and Ava, in a cross between cheesy AI and Eliza, asked a few pertinent questions including “Have you ever been in love?” and “What makes you human?” Normal users assumed they were talking to a human but they were actually talking to a bot. In the end, like the chatbots that now linger on near dead chat systems like AIM, Ava sent her suitors to an Instagram page where they found out that she was all a sham. “It was done tied to the premiere of the film and only up for a short time,” wrote a source with knowledge of campaign. “Some people who matched with Ava won prizes including tickets to the premiere.” “The profile is now gone.” Sure this sexxxy Turing Test seems harmless but the presupposition that the person on the other end of the Tinder line is a human is pretty basic to the entire mission. The instant that you start sending party bots into the mess of erotic gumbo that is online dating is the instant that these tools become far less useful to real humans. After all, robots don’t snuggle – yet. Even if they’re really, really pretty.
  7. https://digimedia.be/News/fr/17504/Boondoggle-et-Primus.html Boondoggle et Primus séduisent les hommes sur Tinder BOONDOGGLE Boondoggle et Primus séduisent les hommes sur Tinder Tinder, l’app qui a la cote, aide les célibataires à se trouver un flirt et sème parfois la zizanie dans les couples. Si l’on en croit ce phénomène, filer des rencarts sur la plus populaire des app est devenu la norme. Pourtant, les hommes pourraient aussi aborder les femmes dans un style beaucoup plus personnel et direct. Au comptoir d’un bar, par exemple. Pour Primus, Boondoggle a imaginé une action qui invite les hommes à faire preuve de plus d’originalité. La meilleure façon d’atteindre et de toucher ces hommes ? Tinder. Bartinder, l’action en question, a séduit une flopée d’hommes avec une offre séduisante. Par le biais de “Moments Tinder”, Primus a distribué des bons donnant droit à deux Primus : l’une pour l’homme et l’autre pour inviter une femme. De quoi leur redonner le gout du contact direct ou alors d'agrémenter leurs rencarts organisé via Tinder. Dans tous les cas, le but est de finir autour d'une Primus.
  8. https://digimedia.be/News/fr/17504/Boondoggle-et-Primus.html Boondoggle et Primus séduisent les hommes sur Tinder BOONDOGGLE Boondoggle et Primus séduisent les hommes sur Tinder Tinder, l’app qui a la cote, aide les célibataires à se trouver un flirt et sème parfois la zizanie dans les couples. Si l’on en croit ce phénomène, filer des rencarts sur la plus populaire des app est devenu la norme. Pourtant, les hommes pourraient aussi aborder les femmes dans un style beaucoup plus personnel et direct. Au comptoir d’un bar, par exemple. Pour Primus, Boondoggle a imaginé une action qui invite les hommes à faire preuve de plus d’originalité. La meilleure façon d’atteindre et de toucher ces hommes ? Tinder. Bartinder, l’action en question, a séduit une flopée d’hommes avec une offre séduisante. Par le biais de “Moments Tinder”, Primus a distribué des bons donnant droit à deux Primus : l’une pour l’homme et l’autre pour inviter une femme. De quoi leur redonner le gout du contact direct ou alors d'agrémenter leurs rencarts organisé via Tinder. Dans tous les cas, le but est de finir autour d'une Primus.
  9. 7 Reasons Why Social Media is Crucial to Your Business 79 Shares Phillip Ross Social Media Analyst Published: 2 Feb 2015 Views: 1437 Comments: 0 Start Discussion How to Pinterest Facebook If you’re not using social media, or if you aren’t using it right, you’re missing a golden opportunity. 1. Increase Sales Via Social Recommendation According to a Morpace Omnibus Report, “68% of Facebook users say a recommendation from a Facebook friend would make them more likely to buy a specific product or visit a certain retailer.” If you’re not publishing content on social media, customers will have fewer opportunities to share product recommendations with friends – but they’ll be able to share your competition’s pos­ts. 2. Understand Your Competition and Benchmark Performance It’s almost guaranteed that your competition is already using social to drive their business – so don’t get caught behind. See what content works best with your potential audience by creating competitive benchmarks between you and your competitors. 3. Gain New Customers 50% of small business owners reported a gain of new customers through social media, most notably through Facebook and LinkedIn. For many customers, a relationship on social is a precursor to purchase. 4. Give Better Customer Service Social media is the perfect forum for doing social customer care – and Fans show their appreciation when brands do it right. Socially Devoted brands, those that answer at least 65% of a high volume of questions from Fans and Followers, get 3.5 times the number of interactions that other brands do. An active presence on Facebook and Twitter can make the difference between a lost sale and a new opportunity. According to New Media & Marketing, 88% of consumers would be less likely to buy from a company with unanswered questions or complaints from customers on their Facebook page. Analyze, Benchmark, Optimize, and Report with Socialbakers Analytics Try it today! 5. Increase Your Search Ranking Social media posts make your content more searchable. The more content you post with relevant keywords included in the description, the more likely your page will be the one people get to when they use search engines. 6. Build Brand Loyalty You can use social media to strengthen your Fan Base any number of ways. Identify and involve Influencers on different networks, and work with them to evangelize your brand. Run contests that involve Fan participation in order to excite and engage. 7. Target Your Ads Better and Optimize Your Ad Spend Social networks have an insane amount of user data available to marketers. Want to target high school students, ready to graduate, looking for internships? We have this data. Looking to target a niche product to early adopters? Target on Twitter. Compare your social media spend to other digital and traditional marketing advertising channels and benchmark your spend and results.
  10. http://www.pewinternet.org/2015/01/09/social-media-update-2014/ Social Media Update 2014 BY MAEVE DUGGAN, NICOLE B. ELLISON, CLIFF LAMPE, AMANDA LENHART AND MARY MADDEN % of online adults who use the following social media websites, by yearIn a new survey conducted in September 2014, the Pew Research Center finds that Facebook remains by far the most popular social media site. While its growth has slowed, the level of user engagement with the platform has increased. Other platforms like Twitter, Instagram, Pinterest and LinkedIn saw significant increases over the past year in the proportion of online adults who now use their sites. The results in this report are based on American adults who use the internet.1 Other key findings: Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users. For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors. For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half 0f all Instagram users (49%) use the site daily. For the first time, the share of internet users with college educations using LinkedIn reached 50%. Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men. While Facebook remains the most popular social media site, its overall growth has slowed and other sites continue to see increases in usership. Facebook continues to be the most popular social media site, but its membership saw little change from 2013. The one notable exception is older adults: For the first time in Pew Research findings, more than half (56%) of internet users ages 65 and older use Facebook. Overall, 71% of internet users are on Facebook, a proportion that represents no change from August 2013. Every other social media platform measured saw significant growth between 2013 and 2014. Instagram not only increased its overall user figure by nine percentage points, but also saw significant growth in almost every demographic group. LinkedIn continued to grow among groups with which it was already popular, such as professionals and college graduates, while Twitter and Pinterest saw increases in usership across a variety of demographic groups. The engagement of Facebook users continues to grow, while daily use on other platforms shows little change. Facebook’s large base of users continues to be very active. Fully 70% engage with the site daily (and 45% do so several times a day), a significant increase from the 63% who did so in 2013. About half (49%) of Instagram users and 17% of Pinterest users engage with their respective platforms daily, although neither of these represent a significant change from 2013. Some 36% of Twitter users visit the site daily, but this actually represents a 10-point decrease from the 46% who did so in 2013. While the 13% of LinkedIn users who engage with the platform daily is unchanged from 2013, the proportion of users who use the site weekly or less often increased significantly—that is, more users log on less frequently. 52% of online adults use multiple social media sites. Facebook acts as “home base” — it remains the most popular site for those who only use one, and has significant overlap with other platforms. Fully 52% of online adults use two or more social media sites, a significant increase from the 42% who did so in 2013. At the same time, significantly fewer adults use just one site — 28% compared with 36% last year. As in 2013, Facebook remains the most popular site among those who use only one — fully 79% of those who use just one site report using Facebook. As in years past, a significant majority of Twitter, Instagram, Pinterest and LinkedIn users say they also use Facebook, more than any other site. At the same time, the proportion of Facebook users who also use another site is on the rise — that is, there are more Facebook users this year who also use Twitter, Instagram, Pinterest and LinkedIn than there were in 2013. Social media users in the entire adult population Among all American adults ages 18+, the percent who use the following social media sitesThe results of this report are primarily focused on all internet users. In the corresponding table, the usage figures of the five social networking platforms measured are presented as a proportion of the total American adult population. About this survey The findings reported here were collected in omnibus surveys underwritten by the University of Michigan. The survey questions were designed in consultation with Dr. Nicole Ellison and Dr. Cliff Lampe from the University of Michigan’s School of Information. Further reports with more details about how people use social media will be produced later this year. The results are based on data from telephone interviews conducted by Princeton Survey Research Associates International from September 11 to September 14, 2014 and September 18 to September 21, 2014. Telephone interviews were conducted in English and Spanish by landline (1,002) and cell phone (1,001, including 594 without a landline phone). For results based on the total sample, one can say with 95% confidence that the error attributable to sampling is plus or minus 2.5 percentage points. For results based on Internet users (n=1,597), the margin of sampling error is plus or minus 2.9 percentage points.
  11. http://www.pewinternet.org/2015/01/09/social-media-update-2014/pi_2015-01-09_social-media_08/
  12. http://www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/
  13. Blogs & microblogs social networks forums: aufeminin.com sharing communities: flickr, slideshare, scribd, youtube news aggregators: Digg social bookmarking sites wikis mobiles apps: foursquare, Instagram, yelp,
  14. https://econsultancy.com/blog/66244-eight-ways-brands-can-add-meerkat-into-their-marketing-mix/ Eight ways brands can add Meerkat into their marketing mix Anna Francis By Anna Francis 1080 shares 8 comments Meerkat has an opportunity to change social media forever and make a big impact on digital marketing. Here are just a few creative ways brands can add Meerkat into their marketing mix. You may have heard of Meerkat by now. It's a live streaming social video app, created by Ben Rubin, that has rapidly taken the online community by storm. It was officially launched at the end of February 2015, but it was unveiled properly at SXSW Interactive in March. So far, the app has seen an explosion of sign-ups, with more than 120,000 people currently using the app. The Meerkat developers claim the number of users has been increasing by around 30% a day since the big reveal at SXSW, so could it be the next big thing in social media? The idea behind the Meerkat app is simple; it lets users stream live video from a mobile device directly to Twitter, allowing other users to subscribe to and attend the live streams. It doesn’t just broadcast video content though, it also lets you have real time interaction with other users watching the stream. There are four psychological reasons that we as humans tend to be drawn to video: There is a brain function that hard-wires us into using faces as the focal point for gathering information. The human voice can help our brains convert straightforward information into more meaningful content. Emotions shown through body language are appealing and can be contagious. Body movements can grab attention and keep viewers focussed. Meerkat has an opportunity to change social media forever and make a big impact on digital marketing - here are just a few creative ways brands can add Meerkat into their marketing mix: Demonstrations Video is a great way to demonstrate how consumers can use your product or service in a simple and efficient way. You could create one video at the launch of a product, weekly videos to keep your consumers engaged, or even daily videos to build up audience interaction. So many brands could benefit from real-time video demonstrations, including restaurants, who could do cookery demos, estate agents, who could do live house viewings, and software companies who could show users exactly how their software can be used. Events If you’re hosting an event, it’s unlikely your entire audience will be able to attend, but that doesn’t mean they should miss out. At an industry conference, you could live-stream talks and presentations, and get the Twitter community involved using the hashtag. At a gig, you could produce exclusive behind the scenes videos, giving your audience an insight to what goes on with the musicians when they aren’t on stage. Live conversation is key for event success, and Meerkat really opens to the door to a world of possibilities in this area. Product Launches Meerkat could really come into its own in terms of long-awaited product launches. Imagine if every time Apple held their annual event to launch a new iPhone or iPad, they streamed it on Meerkat so that all their fans could tune in and utilise the live Twitter integration and real-time interaction functionality. If brands wanted to keep fans in suspense about their product launch, they could even do a few live streams in the run up the launch, giving customers a couple of teasers about the product and showing them bits at a time. Promotions and deals Everyone loves a good deal, but now you can offer your consumers exclusive promotional codes they can only access by tuning in to your Meerkat video. Providing your fans with an offer they can only get through Meerkat will help you to build a large and engaged following right from the word go. It’s good to keep a bit of mystery around your Meerkats, so your audience keep coming back for more. If they don’t know when the next promotional code will go live, it will keep them on their toes to engage with all your videos through a fear of missing out. Interviews Interviews and “Ask Me Anything”s are a great way to really demonstrate brand transparency and industry expertise. No one likes to think they are talking to a robot on Twitter and Facebook and it can be really beneficial for brands to show their audience their human side. AMAs have been used by brands around the world for years now and are a very successful way of driving awareness, increasing engagement levels, and building an audience. Fans and consumers like to be able to ask influencers and celebrities questions, knowing they will get the answers in real-time. Tips and guides The majority of websites selling products have an FAQ page. This is where customers can ask the company questions about the products they sell, and find out anything they need to know before making a final purchase decision. Meerkat can be used to answer a range of FAQs in a more personalised and human format. With many products, a chunk of text can be used to describe how something should be used, but with many things, it is much easier when someone just shows you. This could even be turned into a weekly thing using a hashtag like #TuesdayTipTime, if brands wanted to post a new tip for using their product to help their consumers. Storytelling Everyone loves to know the history behind a brand and how it got to where it is today. Using live-stream video, fans will really get an authentic feel of a brand and understand the context behind situations which can be more tricky with photos. Videos could be used to simply give fans a tour of the brand’s headquarters, introduce them to all the employees, or give them an insight into a day in the life of the business. As mentioned before, people love brand transparency, and Meerkat gives businesses the opportunity to really let their audience in. The future of Meerkat Video is definitely a huge part of digital marketing, and while it’s still early days for Meerkat, it could grow into a social media powerhouse. If used properly, Meerkat could generate more engagement than any other social media channel currently being used. Brands need to try and think outside the box about how they can make Meerkat work for them. With content being shared in real-time, brands need to get their videos right first time, but if they do, they will be able to connect with their audience in a unique and rewarding way. Anna Francis Published 24 March, 2015 by Anna Francis Anna Francis is Content Manager at MySocialAgency and a contributor to Econsultancy. You can find Anna on Twitter, Google Plus and LinkedIn. 1 more post from this author
  15. http://www.socialmediaexaminer.com/instagram-users-like-to-shop/
  16. http://time.com/3694578/you-asked-what-is-yik-yak/ You Asked: What Is Yik Yak? John Patrick Pullen @jppullen Feb. 4, 2015 Yik Yak Mandel Ngan—AFP/Getty Images Yik Yak in the Google Play store. This anonymous social media network is taking over college campuses US-IT-TEEN-TREND-ANONYMOUS-APPS MORE Yik Yak, the Hyperlocal Gossip App, Raises $10M and Unsettling Questions If you’re an early Facebook user like me, you remember when the site required that you had a college-supplied email address. For many users, those were the site’s glory days, a time when parents weren’t airing embarrassing throwback Thursday photos, people could post (nearly) anything they wanted, and there weren’t updates about the mundane nature of cubicle life. MORE Here’s What You Can (and Can’t) Post on Facebook Twitter Investigating ISIS-Related Threats Against Employees Cops Question 'Female Partner' of Germanwings Co-Pilot NBC News Amanda Knox's Ex-Boyfriend Savors 'Air of Freedom' NBC News Robin Williams' Wife, Kids Head to Court in Estate Fight NBC News This is the magic that new social network Yik Yak is trying to emulate, and so far, it has largely been a success. POPULAR AMONG SUBSCRIBERS Star Track: Amy Schumer’s movie Trainwreck Amy Schumer: Class Clown of 2015 Subscribe Cuba Libre Bitter Pill: Why Medical Bills Are Killing Us A mobile, anonymous social network with apps for Android and iOS, Yik Yak launched in November 2013 and has been as hot as happy hour on college campuses ever since. “You can think of it as a local, anonymous Twitter or a local virtual bulletin board,” says co-founder Tyler Droll, who started the site with friend and fellow 2013 Furman University graduate Brooks Buffington. On Yik Yak, users make text posts, also called “yaks,” that can be up- or down-voted by other “yakkers.” These votes help rank each yak: the higher the score, the more popular the post. Yaks can also be commented on, turning the posts into conversation threads. Every post or comment on the network is anonymous — users don’t even get a photo or avatar to distinguish themselves. Buffington and Droll originally launched the network on their alma mater’s Greenville, South Carolina campus before it quickly spread to other schools. “People started sharing it at various spring break locations,” says Droll of the network’s 2014 surge. “We probably ended the spring semester at around 200 or 300 campuses.” Over the following summer, Yik Yak got even more popular, with college students heading home and telling all their high school friends about it. At one point in the fall, says Buffington, Yik Yak was effectively tied with Facebook for the amount of downloads. Today Yik Yak is available on around 1,500 college campuses. “We’re starting to get a pretty good foothold into other English-speaking countries like Canada, the U.K. and Australia,” says Buffington. THIS IS WHAT YOUR FACEBOOK PROFILE LOOKED LIKE OVER THE LAST 11 YEARS <span style="font-size:medium;"><strong>The Original Facebook Group Page, 2004.</strong></span> <br> <br> Before people realized how awesome pictures are. <span style="font-size:medium;"><strong>Facebook Profile Page, 2005.</strong></span> <br> <br> Back when Facebook looked a little bit like MySpace. <span style="font-size:medium;"><strong>Facebook Profile Page Facelift, 2005.</strong></span> <br> <br> The "the" is finally dropped. <span style="font-size:medium;"><strong>Facebook Profile Page, 2006.</strong></span> <br> <br> You no longer need to be reminded "this is you" at the top of your profile page. Courtesy of Facebook The Original Facebook Group Page, 2004. Before people realized how awesome pictures are. SHARE 1 of 12 The bathroom wall One problem for the service is that it’s being used where it’s not supposed to be — namely, at high schools. “I hate Yik Yak, but I can’t quit Yik Yak,” bemoans my 16-year-old niece. The site’s trash-talking nature is what she dislikes most, but she says she can’t quit it because she feels like she’ll be missing out on conversations her friends and classmates are having. In that way, Yaks can also be like a nasty note scrawled on the bathroom wall. One person wrote it, some people are talking about it, but everyone saw it. Anonymous social networks can be especially perilous for younger users, because they can be a hive of cyberbullying, racist barbs and hate speech. For instance, in an online petition signed by more than 78,000 people calling for the app to be shut down, one former Yik Yak user outlined how she was encouraged to commit suicide by other anonymous people using the app. Yik Yak has made efforts to keep younger users off the site by geofencing off grade school campuses in each country it operates, effectively blocking the service from being used in those locations. But once kids leave school grounds, they’re able to open the app — and that’s where parents need to step in and help their children make safe choices on the Internet. “We try to keep anyone who’s not college age or older off the app, just because the way our app is set up it requires a certain level of maturity,” says Buffington. “Right now I’d say at least 95%, if not more, of our users are college-age kids.” And while Yik Yak is artificially tethered to college campuses, the app gives anyone the ability to peek at the local buzz, especially if they use it in a dense, urban area where several colleges overlap. Or to check out what the conversation is on a particular campus, Yik Yak’s “peek” feature lets users browse yaks at schools worldwide. It’s a great way to reconnect with your old college. For instance, I wasn’t surprised to see Syracuse University students are still complaining about the epic staircase leading to the dorms on “The Mount.” Or you can use it to see the unfiltered reaction to news emanating from campuses worldwide. For example, someone from Dartmouth College recently posted, “If your [sic] going to ban hard liquor, have the decency to put a Chipotle in town.” While a great many of its posts are about sex, booze, and syllabi, Yik Yak can also be a great tool for those looking to connect to their community, whether that’s through getting support for LGBTQ issues (yaks about coming out are generally met with encouragement, and the few disparaging comments are generally attacked themselves) or even addressing safety concerns. “We’ve seen campus alert systems brake, and they used Yik Yak to get the word out about snow days and iced roads,” says Droll, who also points out that Florida State used Yik Yak to alert students of a recent shooting situation. But don’t expect Yik Yak to stay in school forever. Though Huffington and Droll declined to provide details, they said they plan to take it off campus in the future. “We’ve seen it work really well at airports and Disney World and just anywhere in the world there’s a collection of people,” says Droll. “Right now we’re focused on colleges and starting there much like Facebook did.” So, mom and dad, when the time comes, please yak responsibly. ———— http://www.cbc.ca/newsblogs/yourcommunity/2014/03/what-is-whisper-anonymous-social-media-app-gains-serious-steam.html What is Whisper? Anonymous social media app gains serious steam by Lauren O'Neil Posted: March 12, 2014 3:50 PM Last Updated: March 12, 2014 3:41 PM Categories: Community, Science & Technology The buzz surrounding a new-ish social app called Whisper is reaching a fever pitch this week on the heels of reports that the company has just raised $30 million in funding with a valuation of $200 million, just six months after its last $21 million funding round. Needless to say, venture capitalists are interested in the anonymous, secret-sharing app -- and why shouldn't they be? With millions of users and more than 3.5 billion page views per month, Whisper is a hot commodity. Despite being founded in 2012, the app didn't explode until late 2013 when page views reportedly increased from 250 million per month to 2.5 billion per day. Many have been writing about the app in recent months as its popularity grows, but for those who aren't part of its core user base -- mainly teens and young adults on college campuses -- Whisper remains somewhat of a mystery. So what is Whisper? The Santa Monica, California-based Whisper is essentially a smartphone app that allows users to share secrets anonymously. Some have likened it to a digital version of the iconic Post Secret project, a website and book series that publishes postcards with public confessions written on the back. Available for both iPhone and Android, Whisper works by asking users type a message or "secret" into the app. It then attempts to find a matching stock image based on the content of that user's message. If no images suffice, users can search for their own photos and customize the look of their secret. The result is an impactful image macro with bold text positioned on top of a photo, similar to the style of many contemporary internet memes. While Whisper is 100% anonymous, users are still able to comment on or like other Whispers, as well as receive private messages from other users. Curated sections of the website allow users to search for posts by category, location (nearby), editors picks (featured), time (latest) or popular Whispers. IMGUR·A YEAR AGO Many are calling the app's success indicative of a growing backlash against online oversharing and more ego-based social networks like Twitter and Instagram. "When you look at any of these identity-based social networks, people are so concerned about their image that they only post really positive things,” said Whisper co-founder Michael Heyward to TechCrunch in April. “We saw a huge white space of things that people were not publishing, and wanted to give people a place to share these things that they wouldn’t feel comfortable putting out on social networks.” CNet's Jennifer Van Grove takes the analysis even further, writing that Whisper "returns us to the roots of the Web when anonymity, not identity, was the norm." Further demonstrating the consumer's appetite for more private forms of social sharing, Whisper is not alone in the secret app game. The ephemeral messaging app SnapChat remains a force to be reckoned with, and earlier this week, reports circulated that an app similar to Whisper called Secret (founded by Google and Square alums) had raised $10 million at a $40 million valuation. While Secret, which only launched this year, is reported to be quite popular among adults in Silicon Valley, Whisper "is a more serious operation at this point, with a massive content moderation team and established efforts to help people who confess things that seem particularly concerning," according to ReCode. Whether or not these secret apps succeed in growing to the size of more public social platforms like Twitter or not, both Whisper and Secret have been doing a good job of stirring up conversations about anonymous sharing at the SXSW festival in Austin this week. ————— http://mashable.com/2014/02/10/secret-brands/ Secret's Out: Gap Claims to Be First Brand on Anonymous Sharing App 731 SHARES Share on Facebook Share on Twitter WHAT'S THIS? Ads by Google Creëer social content - Doelgroepanalyse + social posting via 1 platform = Effectieve content coosto.com/creeer-social-content Online Marketing Advies? - Strategisch Plan en implementatie 10 Jaar Ervaring Met E-Commerce bitlab.be/digitale-business Best Java CMS 2014 - CMS Critic's Choice: Hippo CMS Watch the Demo Video Today onehippo.com/CMS_Video Secret1 IMAGE: MASHABLE, WILL FENSTERMAKER Seth-fiegerman-headshot-cropped BY SETH FIEGERMAN FEB 10, 2014 If you build it, brands will come — for better or worse. The latest example of that is Secret, a new app for anonymous sharing, similar to Whisper. Over the weekend, someone shared a post on the service, which claimed to be the first from a Fortune 500 company. SEE ALSO: Anonymous Blogging App Secret Produces Its First Viral Hoax secret post We've since confirmed that the post comes from Gap, which has previously been among the first to advertise on other social networks like Instagram and Vine. Secret launched last month for iPhone and was created by Chrys Bader, a former Google product manager, and David Byttow, a former Square employee. Secret recently generated headlines after one user posted a rumor that Evernote was about to be acquired — a rumor that Evernote later shot down. While it's pretty much expected that brands embrace more established social networks like Facebook, Twitter and Instagram, several brands have tried to find ways to take advantage of newer, alternative services like Snapchat, Jelly and now Secret.
  17. http://www.redbirdmetrics.com/stop-blaming-facebook-organic-reach-decline-is-inevitable/ Stop Blaming Facebook Organic Reach Decline Is Inevitable January 24, 2015 Josh Light Social Media No Comments I’m obsessed with economics. I majored in it and I listen to super nerdy podcasts about it all the time. Economics can be used to explain a whole array of things that have nothing to do with money like: how abortion reduces crime rates, why seat belts may kill more people than they save, or even why organic reach is declining on Facebook (what this article is about). This article is going to illustrate why organic reach is declining on Facebook, from an economics perspective, and it will explain why every successful social networks will eventually follow Facebook’s route. What Is The Facebook Problem? Many businesses have spent years obtaining Facebook likes to help them get more exposure for their products or services. Over the years, their Facebook posts have systematically become less visible to their Fans. Initially, businesses could expect their status updates to reach around 16% of their Fans. Now, however, their updates are typically seen by less than 1% of their Fans. Just check out this graph from EdgeRankChecker: organic reach per fan For businesses this means less of a return per Facebook post, and it’s happening at an increasing rate. Why Is This Happening Models are used, in economics, to explain the real world: economics models Models are helpful because they can be used to illustrate a complex problem in simpler terms. If we were to model the Facebook problem it would look something like this: facebook organic reach decliningOn the x-axis we have connections. On the y-axis we have time. One line illustrates “your time”, and the other line illustrates “your connections”. In this model, as time goes on your connections increase. “Your time” appears as a flat line because this model assumes users spend some fixed amount of time on a social network. Obviously, in real-life, this line would likely curve upwards or downwards. For the sake of simplicity we’ve made this line flat. The blue area represents the early days of any social network. During this time, users have less connections relative to the amount of time they spend on a social network. For example, if this model were mimicking Facebook then during the blue area phase you’d see all the status updates from your Facebook friends because you spend more time on Facebook relative to the amount of people you’re connected to. The red area represents the latter days of any social network. During this phase, users have more connections relative to the amount of time they spend on a social network. Let’s use Facebook as an example again. During the red area phase you have more connections than the amount of time you spend on Facebook. This means that you’ll miss status updates from some of your friends. If a social network is popular then more people are going to join it. As more people join it the amount of connections between each individual increases. This increase in connections reduces the visibility of each connections status updates because we only have so much time during the day. For example, let’s say your 80 year old grandma has finally gotten tech savvy enough to join Facebook. grandma Over time Facebook is going to start recommending her grandchildren, and she’s going to send them friend requests. Next she’ll start receiving invites to “like” pages her grandchildren are supporting (also considered connections). Then her children are going to send her requests. Finally, distant cousins are going to reach out. Eventually grandma is connected to so many relatives and Pages that she is missing updates from a few people. She has officially entered the red area of our model. Why Is The Red Area Bad? The red area is bad for any Facebook user because it demeans their experience on Facebook by showing content from distant friends over people they actually care about. By addressing the red area dilemma, a social network can create a competitive advantage over other social networks. Users using social networks who address this issue will have a more enjoyable time when viewing their newsfeed…this translates into more advertising revenue for the social network. This is why Facebook has decided to implement an algorithm that determines which connections are important, and which are not. Why Facebook’s Not The Bad Guy Even if Facebook decided not to implement their algorithm, organic reach will still decline because of the ever increasing connections each Facebook user has. Facebook’s director of product management for News Feed said that the total number of Pages liked by the typical Facebook user grew more than 50% in 2013. That’s an insane amount of new connections. More connections means less exposure for each connection because the amount of time each user has is fixed (think of our model). Why It’s Connections Not Content The organic reach decline shown in EdgeRankChecker’s above graph, and the statement from Facebook’s director of product management, are inversely related. When one goes up, the other goes down. This may mean that the increase in connections is the cause of organic reach decline. Additionally, people aren’t really posting that much more now relative to when they first started using Facebook, but the data shows us that they’re certainly creating a lot more connections overtime. This tells me that connections is the culprit, not an increase in content. Why Twitter Doesn’t Do This Twitter mostly shows it’s newsfeed in chronological order, but Twitter doesn’t have the ability for a personal Twitter account to massively invite all of their followers to follow their business Twitter account. Facebook, on the other hand, gives each Fan Page the ability to mass invite all of their personal Facebook friends to like their business Fan Page. I usually end up liking Facebook Fan Pages my friends invite me to even if I’m not really interested in what they’re doing. I do this because I want to show support to my friends. I imagine other people do this too. I imagine that each Twitter user isn’t as far in the red area as each Facebook user because of this. Additionally, there are a lot more Facebook users relative to Twitter users so this likely has an impact too. But…I believe the inevitable result of any successful social network is going to be a decline in organic reach caused by an algorithmic change initiated by the social network. Social networks that don’t do this will lose ad revenue, and social networks that do this will increase ad revenue. Obviously, the ad revenue social networks should win in the long-run. I hope this article made sense. Please feel free to comment below. Would love to hear your thoughts on the matter. (Photo Credit: Flickr via Owen W Brown)
  18. http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-to-sell-more-promoted-posts/ —————- http://www.socialbakers.com/blog/1901-paid-content-is-king-promoted-posts-vs-organic-reach Paid Content is King: Promoted Posts vs. Organic Reach R. Adriel Vasquez Social Media Analyst Published: 19 Sep 2013 Views: 18290 Comments: 0 Start Discussion Advertising facebook social media management Pinterest Facebook Paid Content is King: Promoted Posts vs. Organic Reach image More brands are using Promoted Posts to proactively engage their Facebook fans. But making the most of social advertising isn’t only about engagement. Analytics and optimization are keys to informed social strategy and repeated success! When Facebook launched Promoted Posts in June 2012, the Internet vented suspicions that brands would have to start paying to reach their fans. The backlash that follows any small change on the social network slammed Facebook for neutering organic reach to monetize fan impressions. A year since, however, the petitions have disappeared and Promoted Posts are recognized as a clever trick of quality assurance. Want to know how Red Bull and Nike build their content strategies? Click here Essentially, Promoted Posts encourage brands to be selective with the content they publish and boost in the news feed. Low interaction and spammy publishing habits are now ranked out of sight by Facebook’s EdgeRank algorithm (which powers the news feed). While organic reach is still an option, paid media forces brands to boost only their strongest content, producing an economy of quality instead of sheer quantity of posts. Take It From Us A Socialbakers study on an anonymized aggregate of several thousand pages based on Socialbakers data has found that 77% of Pages’ reach has been achieved with Promoted Posts in 2013, up from 71% in 2012. Most impressively, between July 2012 and July 2013 paid reach increased by 221%, where organic increased 74% during the same period. Pinterest Facebook “Paid media has become an essential part of developing effective social strategies,” writes Socialbakers CEO Jan Rezab. To paraphrase Rezab, three primary reasons for this are: People are fans of many pages—including the competition’s—creating fan overlap and reducing reach for any one Page. More brands are making strategic and effective use of Promoted Posts which puts those that aren’t at a disadvantage. Only a small percentage of brands’ posts exceed organic growth and go viral. Building an audience can happen organically, but having an impact on a large community is how Promoted Posts raises the value of brands’ Facebook content. Get A Headstart With Ad Analytics Techcrunch blogger Josh Constine has insightfully explained Facebook’s ini­tiative, offering this advice to Page admins: “Focus on high-quality content. Be entertaining and informative. Then follow your analytics closely.” With social advertising available in the news feed, the difference between talking to and talking at your fans is knowing what they want—and that takes analytics! Metrics on what, when and how (on what devices) fans interact with content becomes intelligence that drives decisions on how best to engage and what content to boost. Ad Analytics (coming soon!) is an ad optimization tool from Socialbakers that helps Pages amplify reach without betting on organic growth alone. As we prepare for the Ad Analytics launch on September 24, we’ll be talking more about it right here on this blog. Stay tuned and informed on how ad optimization gives your brand a headstart with every Promoted Post.
  19. COLIN ALSHEIMER WEBER SHANDWICK SENIOR DIGITAL MANAGER Colin specializes in helping clients with digital strategy, paid media, search engine optimization and social media strategy. LinkedIn: www.linkedin.com/in/colinalsheimer Twitter: @colinize
  20. http://connect.sprinklr.com/acton/attachment/4248/f-02c4/1/-/-/-/-/Everything-You-Need-to-Know-About-Paid-Social-Sprinklr.pdf?
  21. CAROLYN ANDERSON VISIT KC SOCIAL MEDIA MANAGER Carolyn manages the social media landscape at Visit KC, working daily to fulfill the organization’s mission of igniting global passion for Kansas City. LinkedIn: www.linkedin.com/in/carolynj Twitter: @hellocarolynj
  22. http://www.marketingcharts.com/wp/direct/social-media-ad-buyers-still-skeptical-about-effectiveness-26596/ Social Media Ad Buyers Still Skeptical About Effectiveness January 30, 2013 by MarketingCharts staff A survey commissioned by Vizu[download page] of more than 500 US digital marketing and media professionals finds that 64% will be increasing their paid social media advertising budgets this year, primarily by modest amounts. While that’s a positive sign of growth for paid social ads, which command only 1-10% of online budgets for most of the respondents, some issues remain. Namely, presented with a choice of 4 attitudes towards the ads, less than one-third of the advertisers and agencies polled chose the response indicating that the ads are effective and produce measurable ROI. (ROI is defined in the report as metric achieved per dollar spent.) The other response choices and percentages broke down as follows: “I think it moves the needle when combined with other efforts, but I’m not sure how to measure ROI” – 33% of advertisers and 43% of agencies; “It’s a promising new tactic, but its effectiveness is unknown” – 33% of advertisers and 27% of agencies; and “I don’t think it works” – 6% of advertisers and 3% of agencies. Of course, hand-wringing about ROI and social media marketing has been going on for some time. But as the Vizu survey results make clear, these concerns are affecting potential media buys. That is, 58% of advertisers and 65% of agencies would increase their use of paid social media advertising if there was more clarity about how to measure ROI. 14% of brands don’t even have someone to monitor the ROI of their paid social media advertising efforts. Establishing a clear link between social media advertising and sales would convince 52% of advertisers and 66% of agencies to increase their use of these ads. A clear link between the ads and brand lift would also do the trick for 46% and 53%, respectively. About the Data: The Vizu survey was conducted in October 2012 by Digiday. Topics: Agencies, Buying, Direct, Financial, Interactive, Measurement/Analytics, Online,Online Ad Networks, Signs of What's to Come, Social Media & Viral Marketing
  23. http://www.marketingcharts.com/wp/direct/social-media-ad-buyers-still-skeptical-about-effectiveness-26596/ Social Media Ad Buyers Still Skeptical About Effectiveness January 30, 2013 by MarketingCharts staff A survey commissioned by Vizu[download page] of more than 500 US digital marketing and media professionals finds that 64% will be increasing their paid social media advertising budgets this year, primarily by modest amounts. While that’s a positive sign of growth for paid social ads, which command only 1-10% of online budgets for most of the respondents, some issues remain. Namely, presented with a choice of 4 attitudes towards the ads, less than one-third of the advertisers and agencies polled chose the response indicating that the ads are effective and produce measurable ROI. (ROI is defined in the report as metric achieved per dollar spent.) The other response choices and percentages broke down as follows: “I think it moves the needle when combined with other efforts, but I’m not sure how to measure ROI” – 33% of advertisers and 43% of agencies; “It’s a promising new tactic, but its effectiveness is unknown” – 33% of advertisers and 27% of agencies; and “I don’t think it works” – 6% of advertisers and 3% of agencies. Of course, hand-wringing about ROI and social media marketing has been going on for some time. But as the Vizu survey results make clear, these concerns are affecting potential media buys. That is, 58% of advertisers and 65% of agencies would increase their use of paid social media advertising if there was more clarity about how to measure ROI. 14% of brands don’t even have someone to monitor the ROI of their paid social media advertising efforts. Establishing a clear link between social media advertising and sales would convince 52% of advertisers and 66% of agencies to increase their use of these ads. A clear link between the ads and brand lift would also do the trick for 46% and 53%, respectively. About the Data: The Vizu survey was conducted in October 2012 by Digiday. Topics: Agencies, Buying, Direct, Financial, Interactive, Measurement/Analytics, Online,Online Ad Networks, Signs of What's to Come, Social Media & Viral Marketing
  24. Social media is not about number – not about power – it is about influence and trust Cfr Klout - Kred
  25. http://socialease.wordpress.com/page/2/ Are you only marketing at the tip of the iceberg? Posted on February 9, 2011 by JBBC Take a look at this infographic via TL Marketing - an excellent illustration of how focussing solely on the tools without enough attention to the strategy underlying it is nothing more than marketing at the tip of the iceberg. Having a presence on social media sites such as Twitter and Facebook is not, repeat after me, not a strategy. These platforms are the tools you employ to help you in your strategy, not the strategy itself. That is why setting up a corporate Facebook or Twitter account, just because everyone else is doing it, without a clearly thought out plan will not result in any kind of meaningful success. Ask yourselves these key questions before jumping onto the social media bandwagon. 1. What are my specific objectives for engaging in social media? 2. Who is my audience and where do I find them? 3. How will I engage with them once I am there? 4. What tools can I use most strategically? 5. Do I really understand how these tools work or do I need some social media training? 6. How will these tools fit into the overall communications strategy? 7. Do I have time to fully engage with these tools? 8. If not, can I identify someone who can? 9. How will I evaluate if the strategy is working? Make sure you have answered these key questions first and don’t forget to check back in regularly to see if your social media strategy is still in line with your goals and your audience needs. --------------- Some dynamic elements move this conversation forward and prove to be useful ingredients: listening into social media – to get the pulse / the feel of how media use is changing, how people express themselves, how they intereact with the media and with each other through the media – e.g. blogging has its own tone of voice, which is different from messaging on Facebook, or on LinkedIn, which is different from contents on Twitter, … listening into your brandscape – what do people say about you, and how can you / need you answer that, positive or negative; this means well-known one-way communication must change into two-way communication rapidly evolve into multi-way / networked communication <cfr. Gavin Heaton’s Skype interview> caring about people – providing content that brings them a real / wanted value; which can only be done after careful listening engaging people, i.e. matching the deliberate value / the care you give people with the appropriate context where the need / want for value arises – that is, evolving from content producers to context producers and acting as experience facilitators <cfr. Mercado Central de Valencia video above and Heineken case> virality – if your brand experience is truly engaging, you can hope for your audience, as small as it may be, to turn into ambassadors for your brand who spread the message you or they have produced – expect them to do so if they are disappointed with your brand experience – which leads us back to the “listening” ingredient in a communication loop / spiral
  26. Social media is not about number – not about power – it is about influence and trust Cfr Klout - Kred
  27. Polpeo Crisis simulation
  28. http://trendncom.com/2015/01/24/tinder-the-best-social-media-marketing-platform/ also: http://contently.com/strategist/2014/11/25/6-brands-that-used-tinder-as-a-social-media-marketing-platform/ Tinder is the new favourite marketing tool to reach young people. How does it work and most of all why ? What are the best ideas ? Let’s talk about it. WHAT IS TINDER ? HOW DOES IT WORK ? Tinder is one of the most famous and most used dating app over the world. It reaches more than 750 millions of young. It’s the easiest way to find someone near you who is interested/attracted. Indeed, the principle is to suggest some people who can match your criteria in the exact area you are standing at the moment. Tinde-Dating-Tips It is the trendy app of the moment. Truthful dating app ? Not really, most of the matches don’t lead to a meeting in real life but it’s flattering people’s ego. Having a match is like having a wink in the street. People find themselves more attractive. Moreover, everybody likes judging people. Just swipe left if the person isn’t your type, swipe right if it does… So easy ! That’s why youth throw themselves on Tinder. It’s so enjoyable. Some of them even do it in small group : watching the profiles, deciding who to match and who to throw away. WHY IS IT USEFUL FOR A BRAND ? As I just said (written must be the right word), Tinder is the place to be to reach your young target. It’s mostly used by 18-34 year-old men (and obviously women but they’re always less on this market). This is a magic contact point for this elusive population. We all know how young people are. They are zappers, they flirt from one thing to another, from one media to another… They’re hard to get. Tinder helps brands to reach that audience. Other advantage, the geolocation system. I’ll show you later in this article how it can be used by brands but this is the main feature companies always try to use nowadays. The mass media and mass advertising are over. You want to be local. As Patrick Geddes said « Think global, act local« . Consumers want brands to be closer to them. We are now in an individualist world. Let’s face it… o-TINDER-facebook Moreover, huge positive point, a brand doesn’t need to pay for the advertising space. It is free (maybe not for long). Brands can use Tinder as a proper media. It represents a ridiculously low price. It’s very important when you’re looking to save costs on everything (always good to say to your boss). To finish, the app is visual and fun. As I explained in my Blowarketing article about Instagram, imagery and photos are the favourite media shared by people on the Internet. Tinder has this advantage. Everything is based on photos (agree or not), you like the person for it (or don’t of course). Just one bad thing : your action isn’t assured to get to be seen. It is mostly random. People have to stumble upon the fake profile (only option available to build an operation on Tinder) to see the message you want them to. Nonetheless, this is a good way to show your best creative side ! THE BEST BRAND MARKETING ACTIONS ON TINDER So now, this is time to show you who did it well and finally, there are a lot ! AWARENESS Lots of NGO are using social media efficiently to help their cause. Some of them have discovered Tinder. To raise awareness of youth over serious subjects, it is a good solution. Against sexual traffic The idea is always the same on Tinder : you create a fake profile. Here, they created several profiles of beautiful young women. As you match with them, you discover the other pictures. The ones with bruises and injuries. At the end, a strong message : « Sex trafficking victims have no option. You have the option to end it now ». A campaign with a strong impact. 10360 Against dogs abandonment This one is my favourite because it’s the cutest marketing action ever. We are still talking about awareness. We all know pets abandonment is a real issue in all countries. Lots of associations take in abandoned pets. This one, Social Tees Animal Rescue, found a good way to join up people to their cause. Once again, we have fake profiles but these are dogs. So yes, you can (in New York City) match with a dog. So as any other match on Tinder, swipe right to say yes, then you talk a bit, you meet up for a walk and after, go to the next level :P ! Of course not, but you have the possibility to adopt the sweet puppy. If you swipe left, an “Abandoned” label appears over its picture… So sad tinder-dogs-hed2-2014 What makes it a great idea ? Invading a dating app to talk about abandon and make people adopt animals is just the best idea ever. I explained it earlier but photo/image is the most affective strategy nowadays (a good picture is more valuable than any speech). There is an emotional connexion between the picture and your brain. You’re instantaneously linked to it. When it’s a lovely puppy looking at you with its eyes full of hope, how to resist ?? You can’t, obviously, and that is genius ! Finding missing people I won’t describe it that long. This is a really good idea from Brasil where 100 profiles of missing people were created. It was a buzzing operation which helped to find 23 people. This was called « the blind date ». If someone swipe right, they had access to more information about the person and could provide description of the place they’ve seen him or her, using the geolocation system of the app. A good initiative. mens-health-monttinderh For men’s health For the Men Health’s Month, Miami Ad School created a fake profile, Nurse Nicole, who intended to look after men’s health by going back again and again over the health subject. Even when the words started rude (we all know frustrated men). STUDIES Other brands use Tinder to make some researches about their customers. The first one is Gilette which intended to know if girls are more interested in shaven men or bearded ones. It appears after some investigation (they measured the number of matches for men shaved and then, the same with the beard), shaven men are more popular. Well-groomed guys got 74% of the right swipes ! Don’t say you weren’t warned ;-) smoking-ash-association-fumer-tinder-2 The second one is about smoking. And it is good news for young people’s health. Indeed, 2 fake profiles of the same girl were injected into Tinder’s network. All the same information but on one of the profile picture, she was smoking. The non-smoking one got twice more matches than the other. Good to know, huh ? FUN ACTIONS Beer brand helps men to dare This action is funny and quite interesting socially. Primus, Belgian beer, noticed than men don’t have the balls to take the girls out. They just get stuck to the virtual conversation point. The brand wants them to dare ! So they created fake profiles of beautiful women. Watching their photos, the Primus message is displayed (approximately) « it’s best to take her out than have a chat on your mobile phone ». To help them go for it, the brand offered 2 beers to drink in the Bartinder (the special bar for Tinder’s dates) ;-) Spend Valentine’s Day with Domino’s Pizza Easy to understand : match with the domino’s pizza profile when you’re single on Valentine’s Day and win a hot date with the pizza. The brand offered some vouchers to the poor desperate single ones. A funny way to make your brand talked about ! Match with the chocolate shop The most efficient action for me, in a commercial way. They took advantage of all the benefit Tinder has. For all that, it is a very simple action. As all marketing operations I described, this one consists in creating a fake profile. Here, it’s a chocolate shop. You pass by and you find out the profile (by chance). Match with it and you get a reduction. This is the future of advertising. Most of brands intend to do that : giving personalised offers to people passing by the store. A good way to catch attention and raise the traffic, to finally sell more (you can then increase your conversion rate). tinder-etudiant-campus-universite-amour-sexe But the lack of possibility is disappointing with Tinder. You can only create a profile and pray for people to find it randomly. Anyway for those who actually find it, it is a real experience if you built up a creative action. I can’t help myself but repeating : having a (good) experience with a brand links emotionally the customer, immediately. Linking your customer to your brand turns him into a fan and an ambassador which means he will work for your image for free. All brands have to cherish these people !
  29. http://socialease.wordpress.com/page/2/ Are you only marketing at the tip of the iceberg? Posted on February 9, 2011 by JBBC Take a look at this infographic via TL Marketing - an excellent illustration of how focussing solely on the tools without enough attention to the strategy underlying it is nothing more than marketing at the tip of the iceberg. Having a presence on social media sites such as Twitter and Facebook is not, repeat after me, not a strategy. These platforms are the tools you employ to help you in your strategy, not the strategy itself. That is why setting up a corporate Facebook or Twitter account, just because everyone else is doing it, without a clearly thought out plan will not result in any kind of meaningful success. Ask yourselves these key questions before jumping onto the social media bandwagon. 1. What are my specific objectives for engaging in social media? 2. Who is my audience and where do I find them? 3. How will I engage with them once I am there? 4. What tools can I use most strategically? 5. Do I really understand how these tools work or do I need some social media training? 6. How will these tools fit into the overall communications strategy? 7. Do I have time to fully engage with these tools? 8. If not, can I identify someone who can? 9. How will I evaluate if the strategy is working? Make sure you have answered these key questions first and don’t forget to check back in regularly to see if your social media strategy is still in line with your goals and your audience needs. --------------- Some dynamic elements move this conversation forward and prove to be useful ingredients: listening into social media – to get the pulse / the feel of how media use is changing, how people express themselves, how they intereact with the media and with each other through the media – e.g. blogging has its own tone of voice, which is different from messaging on Facebook, or on LinkedIn, which is different from contents on Twitter, … listening into your brandscape – what do people say about you, and how can you / need you answer that, positive or negative; this means well-known one-way communication must change into two-way communication rapidly evolve into multi-way / networked communication <cfr. Gavin Heaton’s Skype interview> caring about people – providing content that brings them a real / wanted value; which can only be done after careful listening engaging people, i.e. matching the deliberate value / the care you give people with the appropriate context where the need / want for value arises – that is, evolving from content producers to context producers and acting as experience facilitators <cfr. Mercado Central de Valencia video above and Heineken case> virality – if your brand experience is truly engaging, you can hope for your audience, as small as it may be, to turn into ambassadors for your brand who spread the message you or they have produced – expect them to do so if they are disappointed with your brand experience – which leads us back to the “listening” ingredient in a communication loop / spiral
  30. A presence is not a strategy Objectives command tactics, not the other way round The is no social media strategy, or a telephone strategy, …
  31. A presence is not a strategy Objectives command tactics, not the other way round The is no social media strategy, or a telephone strategy, …
  32. Social media is not about number – not about power – it is about influence and trust Cfr Klout - Kred
  33. A presence is not a strategy Objectives command tactics, not the other way round The is no social media strategy, or a telephone strategy, …
  34. http://simplymeasured.com/freebies/google-analytics-social-traffic#/
  35. There’s only FB, Twitter, LinkedIn and Foursquare...
  36. 1% producers – 9 % commenters – 90%lurkers/readers BUT: CONTEXT: lurkers may be producers and readers too
  37. Context Creates New Customer Connections Face it: Your brand is defined by the interactions that people have with it. While that’s not what we typically think of as marketing, it ought to be. For all the activity you try to catalyze through campaigns, individuals more commonly interact with your brand outside of those campaigns. They may learn about your product or service prior to purchase. Then they’ll use your product, connect with others, and even organize activities around it. They spread word of mouth, positive or negative — and that, whether you like or not, is your actual brand image. The context of all those interactions determines whether they will engage and, more importantly, transact with your brand again. Marketing’s job now is to identify and use context to create a repeatable cycle of interactions, drive deeper engagement, and learn more about the customer in the process. The more CI pros can internalize and act upon what they learn, the easier it is to make future interactions that much more engaging. Think we’re full of hot air? Think these interactions have little consequence compared with campaigns? These brands would beg to differ: ■ McCormick & Company’s FlavorPrint engages customers through everyday interactions. The FlavorPrint site has a simple promise: Tell it what you like, what ingredients you have, and what cooking equipment you have, and it recommends recipes (see Figure 1). Those recommendations become finely tuned to your context as you continue to interact with the site. This works so well that since the site was launched, users have doubled repeat usage; they’ve increased the time they spend on the site ninefold; and McCormick has seen double-digit growth in spice purchases for FlavorPrint users. FlavorPrint will soon incorporate users’ social networks, McCormick’s retail partners, and third-party services like Foodily, creating more relevance to draw consumers back. ■ Nike creates a self-sustaining ecosystem for branded interactions. Nike dropped mass media spend in the US by 40% yet expects to grow the company by $9 billion in three years.1 Nike uses health data from devices such as the FuelBand to nudge consumers back to its digital platform, Nike Plus, day after day. The platform uses social sharing and fitness contests to generate more interactions, creating scale that rivals paid media. As of August 2013, Nike Plus had 18 million members, with 15,000 more joining each day.2 ■ Mini USA guides the customer’s journey from anxiety to attachment. Mini relied on digital media when it entered the US auto market in 2002 with only one model, 70 dealers, and a fraction of the media budget of other auto companies. Now the company invests more than 40% of its total budget on digital and social marketing. It uses campaigns to drive brand awareness, but its real marketing focus is on driving customer dialogue and interactions through digital before, during, and even after the purchase, when customers are “motoring” across the country. In the summer of 2012, for example, more than 7,000 Mini owners joined Mini’s “chief motorer,” Jim McDowell, on Mini Takes the States, the firm’s biannual 12-day cross-country journey. For Customer Insights Professionals The Power Of Customer Context 3 © 2014, Forrester Research, Inc. Reproduction Prohibited April 14, 2014 Figure 1 McCormick & Company Creates Customer-Specific Visualizations To Spark Interactions 114961 Source: Forrester Research, Inc. This is your personal FlavorPrint. Each spike represents a different avor; the bigger the spike, the more that avor dominates. As you rate more foods, your FlavorPrint becomes smarter and better able to recommend the foods and avors you’re sure to love. Cheesy Coffee/chocolately Nutty 55% prole completion TIPS TO COMPLETE YOUR PROFILE Rate more avors > Tell us about your cooking preferences > Tell us about your pantry > Tell us about your cooking equipment > +1% +16% +10% +18% Source: McCormick & Company Why Campaigns Alone Won’t Cut It Anymore Even if you’re intrigued by this continuous interaction model, your budget most likely tells the true story: You think that campaigns are where the action is. Campaigns remain important because hitting your number means finding the right customer segment in the right channel with the right message. But campaigns, even when enhanced by scaling, optimizing offers, improving measurement, and carefully tuning the mix, don’t deliver competitive advantage anymore. Why? Because your competitors are just as skilled as you are at the campaign game. Change your focus from customer acquisition to interaction management and from media schedules to customer moments (see Figure 2). This will differentiate you when your target audiences: ■ Tune out even as marketers turn up the volume. No more than 32% of US online adults trust ads in any channel (see Figure 3). When your customers reject traditional, campaign-based marketing, only your product or service experience can make and deliver promises. As Sarah Fay, former CEO of Aegis Media and of Isobar, told us, “Consumers are so promiscuous — they are less brand-loyal and there’s such an onslaught of messages — that there is an opportunity to influence them even when they are standing in the aisle, interacting with your product.” ■ Pay more attention to competitors that engage. Your customers engage for deals, but they also use technology to learn about new products, get loyalty rewards, gain exclusive content, or just associate with you.3 If you don’t respond, they’ll move elsewhere. As Andrew Foust, director of digital business development at McCormick & Company, told us: “Digital engagement is going to be completely different in three years. If we wait too long, someone else will capture our customers’ [attention]. Being first to market allows you to learn and adapt, ultimately allowing you to win.” For Customer Insights Professionals The Power Of Customer Context 4 © 2014, Forrester Research, Inc. Reproduction Prohibited April 14, 2014 ■ Respond to digital media and real-time interactions. Online sales grew 19% on Black Friday in 2013, mobile traffic grew to 40% of the total, and retailers spent 37% more on push notifications.4 Marketers are responding with shifts to digital interactions and will grow their digital media spend from 25% today to at least 35% of their total media budget by 2018.5 As Masahito Okuma of Uniqlo USA told us, “We are using interactions to grow Uniqlo globally because that’s where there is a lot of room to grow customer acquisition.”
  38. There’s only FB, Twitter, LinkedIn and Foursquare...