LIVErtising 2015 4.1 the changing consumer

Editor's Notes

• #5: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #7: Caution: SE is a tool to aggregate & find content, not content provider!
• #8: Wednesday 23/01/2013
• #10: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #11: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #15: Why 'SoLoMo' Isn't Going Anywhere WHAT'S THIS? Solomo Seth-fiegerman-headshot-cropped BY SETH FIEGERMAN APR 30, 2013 If you've ever wondered who to blame for a particular tech buzzword, there's a decent chance the culprit will either be a startup founder or a venture capitalist. Fred Wilson is usually listed as the father of the amorphous phrase "native advertising," Tim O'Reilly takes credit for the catch-all "Web 2.0" and John Doerr is said to be the one who coined the ubiquitous acronym "SoLoMo." At least for SoLoMo, however, it was somewhat of a group effort. Doerr, a partner at the influential VC firm Kleiner Perkins, was working on a presentation in the dining room of his Bay Area home in mid-2010 along with two other partners at the firm: Bing Gordon, the former CEO of Electronic Arts, and Chi-Hua Chien, a former venture advisor at Accel Partners who helped drive that firm's early investment in Facebook. Earlier that year, the trio wrote a guest post on TechCrunch talking about how Apple's recent release of the first-generation iPad would help spur a shift to "interactive, connected applications" and kick off an era of "proactive" technology that works "seamlessly, unobtrusively, and comfortably in the spaces between us, between you and me and others." Doerr started referring to this shift as the "third wave." The first wave was all about PCs; the second wave was all about the Internet. The third wave, as he saw it, was about the combined opportunities of mobile platforms like iOS, social networks like Facebook and local commerce, which at that time was embodied by the rapid growth of Groupon. Each of these three platforms had existed for at least a couple years before 2010, but as Chien told Mashable, it wasn't until 2010 or even 2011 that they really started to mature and complement one another. Each of these three platforms had existed for at least a couple years before 2010, but as Chien told Mashable, it wasn't until 2010 or even 2011 that they really started to mature and complement one another. Facebook started out as a static directory for engaging with friends, but then it launched Open Graph in 2010, which let users carry their social identity across the web. Apple launched its App Store in 2008 and Google launched its version in 2010, which made it easier and more enticing for smartphone users to do more of their Internet activities on the go. This gave rise to a new era of consumers constantly being online and connected to one another, which presented an opportunity for merchants to personalize offers based on the customer's location and who they know. While working on the presentation in Doerr's dining room that day, he, Chien and Gordon decided to come up with a phrase to encapsulate these three big trends. "We thought what we should really do is try to put an inclusive concept around these three megatrends that seem to be driving a lot of new value, and point out that it is at the integration of these three megatrends that a lot of products and services are being created," Chien says. Image via Kleiner Perkins Caufield & Byers Gordon, whom Chien refers to as the "poet laureate of Kleiner Perkins," is often brought in for brainstorming sessions like this one. The trio toyed with a few ideas for a catchy term, before Doerr settled on SoLoMo. "There were a few that we kicked around, but SoLoMo was the obvious one," Chien says. "I'm sure we also looked at MoSoLo, but it didn't sound so good." "There were a few that we kicked around, but SoLoMo was the obvious one," Chien says. "I'm sure we also looked at MoSoLo, but it didn't sound so good." For the partners at Kleiner, the goal of coining the term SoLoMo was largely to declare an area of interest for future investments, according to Chien. But within a few months, the term started to pop up in lectures and articles debating how marketers and startups should best capitalize on the changing habits of consumers. Some, like Forrester analyst Jenny Wise, have taken issue with the buzzword and argue that it creates a "limited view" of how companies should be catering to tech-savvy consumers. "It's not 'social,' it's person. It's not 'location,' it's the entire context," she says, noting that it's important to factor in why someone is where they are and what they want to accomplish there, rather than just focusing on a single piece of data like location. "It's not 'mobile,' it's just device-agnostic — whichever device they have near them when they want to find out what they want to find out." Some companies have managed to tie together these three forces into effective products. Wise offers the example of Nike, whose Nike Plus running app has social, location and mobile components that all reinforce each other. But she believes this kind of success doesn't come from working backward from the assumption that you have to unite all three. "If the customer use case calls for all those components to be there, then it's good to include them," she says. "But that isn't the place to start." For better or worse, SoLoMo doesn't appear to be going away. In fact, there's a chance the buzzword might actually get even longer in the not-too-distant future. Chien speculates that the rise of wearable computing like Google Glass could give rise to a "fourth leg" in addition to social, local and mobile, which consists of apps and services that can anticipate the user's need based on all the data these new gadgets will be able to collect. "These wearable computing devices will have full context and know where you are, what's around you, the temperature, the sound around, how fast you're moving, so much contextual information," he says, "that what they can start to do is provide products and services to you proactively." We asked if this might end up being coined SoLoMoPro, but he didn't like it. For now, it seems, we're still living in a SoLoMo world.
• #19: https://www.google.com/local/manage/#/entry Google Place has been replaced by My Business Locations
• #22: “Pages liked by people who like Baobab Collection” “Music liked by people who like Emoovio” “People who are not my friends and like Bertinchamps" cheat sheet: file:///Users/jeanpierreranschaert/Dropbox/Whitepapers/Facebook_opengraph.pdf What Multilocation Brands Need to Do to Prepare for Facebook’s Graph Search 4 Comments 28 JANUARY 2013 BY ROB REED Tweet With the introduction of Facebook search (a.k.a. Graph Search), brands with multiple locations will soon find their Facebook strategy turned on its head. The value of marketing on Facebook is about to shift dramatically and disproportionately from the brand level to the local level for these types of companies. If you’ve not heard about Graph Search, it was announced on Jan. 15 and is being positioned as the third pillar of the Facebook platform alongside News Feed and Timeline. Timeline is where you post content. News Feed is how that content gets distributed. And now Graph Search is how you can leverage the connections between your friends and the brands they like to generate unique and personalized search results. In other words, Graph Search will enable you to search for the best places to eat, shop, and stay, based on information from shared social connections; the results are implicit recommendations from trusted sources. With Graph Search, Facebook is opening a new world of social discovery by unlocking the value of our likes, check-ins, photos, and more. Here’s what the results look like when searching for TGI Fridays in Los Angeles: The challenge for national brands in the restaurant, retail, and hospitality industries — and any company with multiple locations — is that they’ve invested nearly all their Facebook resources into building and supporting brand pages for the purpose of publishing content and managing customer relationships at the corporate level. But these brands don’t do business at the corporate level. They do business at the local level through large, brick-and-mortar networks. When it comes to Graph Search, these physical locations and their corresponding local Facebook pages are what really matter. Here’s why. Our mantra for the past year has been that Facebook is giving local pages an equal voice on the social graph. This means that local pages are every bit as important and likely to surface as a brand page. In particular, it means that mobile is elevating local pages to the same stature as brand pages because this is how consumers engage at the local level. We noted last year that Facebook was taking seemingly deliberate steps to “seed” local pages with fans by directing users to local pages at the expense of the brand page. This happened at several points throughout the year across every brand we track. Inexplicably, local pages started generating massive numbers of fans, as if Facebook had flipped the local switch. The below graphs show this trend for Dunkin’ Donuts and Walgreens. We have graphs for Starbucks, Dairy Queen, Walmart, Target, Best Buy, and 7-Eleven that show the same thing. This appears to have set the stage for Graph Search by establishing the local connections that are vital to making this new search paradigm function for multilocation brands. Because if you’re seeking a local result, such as a restaurant, the fans of a corporate brand page are essentially worthless. To illustrate this point, consider the following example: A Facebook user queries her social graph to find a quick place to eat in Santa Monica, Calif., or an inexpensive gym in New York City. She’s not going to see results based on friends who are fans of Chipotle or 24 Hour Fitness (i.e. their corporate brand pages). Why? Because the search result would point to their respective corporate headquarters, if anywhere. The goal of a search is to get answers. The answer to a food query in Santa Monica should be an actual restaurant, complete with directions and a phone number — not a brand that markets quick-serve Mexican food. The answer to a workout query in New York should be an actual place to work out — not a brand that markets low-cost gyms. This is how Graph Search will work. The answer to a place search, and the potential for consumers to discover new places, relies exclusively on social connections at the local level via local pages. So when we say that the Facebook marketing strategy for multilocation brands is being flipped on its head, this is no exaggeration. The vast majority of value generated from Facebook for these companies will come from their local pages. As such, brands will want to shift resources accordingly and take the following steps: 1. Claim local pages under the Facebook Parent-Child relationship.2. Update pages with accurate contact details, categorization, and geocode (latitude and longitude).3. Identify and merge unauthorized duplicate pages for each location.4. Encourage customers to like, check in, recommend, rate, and tag photos on local pages.5. Publish authentic and relevant content on local pages.6. Benchmark local page performance against competitors’ on a one-to-one basis. The benefits of successfully optimizing local pages for Graph Search can be substantial. First, it makes local brick-and-mortar businesses available in the search results. Next, it increases the likelihood of being discovered and generating real-world referral traffic. This amounts to new customer acquisition. Finally, these new customers can opt in to receive content and offers by liking the page. When all this occurs in a virtuous cycle, it will create a tremendous competitive advantage at the local level that can be measured. What is important to note about Graph Search is that publishing brand content is less important than it was in the News Feed-Timeline era. The vital aspect of Graph Search is in building and maintaining social connections, with fans, check-ins, recommendations, ratings, and photos. The latter is especially valuable because Graph Search treats photos as a category unto itself. If a photo is tagged on a local restaurant, retailer, or hotel page, users can discover these places by querying their friends’ photos. Indeed, these myriad social connections are much like the Web links that get factored into Google Search results. These Facebook connections provide the reputation, relevance, and weighting that power the Graph Search algorithm. And like Google, the quality of these connections is just as important as the quantity. The big difference is that the results of every Facebook search are unique to the individual user. They are personalized based on the social connections. While it’s easy to test the effectiveness of Google SEO — you do a search and check the results — this is not the case with Graph Search. As such, optimization will be much more challenging, requiring specific tools and tactics. The good news is that Graph Search is just starting to roll out in beta. It will require the adoption of new behaviors among Facebook users, and it will take some time to perform as intended. Nevertheless, brands that move quickly and deliberately to take advantage of this new search paradigm will gain a competitive edge just as first movers in Google Search and Facebook Pages did in the past. Make no mistake, though. With the introduction of Graph Search, the value of Facebook marketing for multilocation brands is making a final shift to the local level. http://streetfightmag.com/2013/01/28/why-retail-brands-need-to-adjust-their-facebook-strategy-in-response-to-graph-search/
• #29: // google search by voice http://techcrunch.com/2015/01/05/facebook-wit-ai/
• #30: Google Now
• #33: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #34: They decided to allow people to say to their friends, “Hey I like this pair of jeans; I like this shirt; I like these shoes; I like these sorts of things and what do you think about them?” And what happened? Well, something pretty dramatic. What we found is that roughly two times the amount of traffic started to come back to Levi.com, roughly doubling the traffic by allowing people to share out things very easily. We also found during certain marketing campaigns that they got four times increase in foot traffic into actual brick and mortar stores. And then an amazing 50% of traffic, traffic on Cyber Monday, came from Facebook. Half of their entire traffic coming from Facebook. A couple more examples that we will walk through. Post-purchase sharing is a way in which we can add virality to things that are happening as far as actual reservations or purchases. And there are a few companies that are leading, so to speak, in this space. Ticketing at events are things that are naturally social. It is not likely that we want to go to an event by ourselves. And so, Eventbrite and Ticketmaster are two companies that took advantage of this, this natural social component, and allowed people to very easily RSVP or share purchases of tickets with their friends via Facebook. Shoe Dazzle, Chegg, pretty progressive online companies that, the former allowing you to sign up for subscriptions to shoes and an online stylist, and Chegg, a company that allows you to rent text books. Both of them also decided to implement social plug-ins that allows their customers to share out with their friends what they are doing. What happened as a result of this? Well, pretty dramatically we actually saw increases of incremental revenue on both Eventbrite and Ticketmaster. They are actually measured through all the way to the single share itself. Eventbrite found over $2.50 incremental revenue on every single time someone shared a purchase. And Ticketmaster found an incremental revenue of $5.30, over $5.00 when people would say, “Hey I’m going to this event, what do you guys think? Does anyone else want to go?” So, again, taking advantage of a real world social activity and amplifying it via Facebook. Shoe Dazzle and Chegg, unfortunately we can’t release the specific numbers, but both very positive increases in conversion rates both due to post-purchase sharing. http://goo.gl/KKwsv ----------------- http://blog.eventbrite.com/social-commerce
• #35: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #36: People go on sharing, it is no passing fad!
• #37: http://t.co/maMODzG3 And so, Eventbrite and Ticketmaster are two companies that took advantage of this, this natural social component, and allowed people to very easily RSVP or share purchases of tickets with their friends via Facebook. Shoe Dazzle, Chegg, pretty progressive online companies that, the former allowing you to sign up for subscriptions to shoes and an online stylist, and Chegg, a company that allows you to rent text books. Both of them also decided to implement social plug-ins that allows their customers to share out with their friends what they are doing. What happened as a result of this? Well, pretty dramatically we actually saw increases of incremental revenue on both Eventbrite and Ticketmaster. They are actually measured through all the way to the single share itself. Eventbrite found over $2.50 incremental revenue on every single time someone shared a purchase. And Ticketmaster found an incremental revenue of $5.30, over $5.00 when people would say, “Hey I’m going to this event, what do you guys think? Does anyone else want to go?” So, again, taking advantage of a real world social activity and amplifying it via Facebook. Shoe Dazzle and Chegg, unfortunately we can’t release the specific numbers, but both very positive increases in conversion rates both due to post-purchase sharing. So I want to thank you again for attending today, to remember that businesses are better in a connected world. Not to be intimidated by the fact that these are new products but really understanding that what we are doing is making social, again, something that ought to have been social previously. Allowing you to connect with your customers and then using your customer’s advocacy to engage additional customers. For more information, feel free to go to the Facebook Marketing Solutions Page. It is just Facebook.com/marketing. Thanks very much.
• #42: http://socialmedia.org/blog/lulu-gephart-rei-created-sustainable-user-generated-content-resource/ HOW WE DID IT Lulu Gephart on how REI created a sustainable user-generated content resource JANUARY 13, 2015 BY BRIDGETTE CUDE Share on Twitter Share on Facebook Share on Google+ Share on LinkedIn Share via Email URL This story features tips and advice from REI’s Manager of Social and Earned Media, Lulu Gephart. You can check out her full presentation at SocialMedia.org’s Brands-Only Summit here. REI isn’t just an outdoor gear store — they’re a co-op. They’re number one in the nation’s outdoors instructors, and their employees really love being outside. In fact, during her presentation at the Brands-Only Summit, Lulu Gephart, REI’s Manager of Social and Earned Media, explains she had just gotten back from one of her own adventures. “I have two lessons for you. If you get a chance to go hiking in the Spanish Pyrenees, do it. And don’t drink the water, because you’ll get the ‘Spanish Plague,’ and you’ll want to die.” But for every great outdoor adventure REI’s employees go on, there are thousands of their customers doing something just as amazing. To capitalize on that, Lulu explains, REI asked them to share photos and stories from those outdoor pursuits. REI’s 1440 Project started as a way to gather photos from outdoor adventures captured at every minute (all 1,440 of them) of the day. Lulu’s team created a Project 1440 microsite about two years ago and promoted the hashtag #REI1440Project on social and display ads. In just a few months, there were over a half million visits to the site and over 10,000 photos uploaded. “We were floored by how successful it was,” Lulu shares. The site collected meta-data from the photos and tagged information from users on the type of activity, location, and time of day each photo was taken. “It turned out to be really smart. We didn’t realize the repercussions of it when we did it. But the structured way we captured the meta-data and UGC helped lay the groundwork for how we use the user-generated content.” Now, if they need an image of someone mountain biking in New England in the fall, they’ve got a way to find that. Lulu says it’s been a great fallback during those times in the “content desert” when there’s no campaign or promotion to support their posts. And what about legal? Lulu says even that piece of the project has helped them earn advocates. If users submit through the microsite, permission for REI to use the content is built in to the submission process. But when Lulu’s team finds a great photo from a fan using #REI1440Project on Instagram, they reach out directly and personally ask for permission. They might say something like “Hey, we really like your #REI1440Project photo and might use it in our marketing. If you agree to the terms and conditions, just reply with #agree.” “We’ve got our legal background covered and a really nice back-end development so that we can use the hashtag #agree to get the agreement and sign off so we can legally use the UGC with approval.” In one example, an Instagram user was so excited to be asked for permission that she offered to send them a full resolution picture of the shot too. “Our fans are really excited to be acknowledged and promoted through our channels, but we also find so many deeper stories through these interactions when we reach out to people.” Lulu says scalability means depending on the stories and content — not platforms or campaigns. “So many brands — during something like the Super Bowl — throw a hashtag into their commercial. And maybe there was a spike for that hashtag on that day or that week, but how many people are using those hashtag now?” And she adds that to truly build a sustainable story with your community, you have to avoid campaigns that depend on a platform that can be yanked out from under you. Instead, she encourages brands to rely on the storytelling and the content that can work across whatever platform your customers are using. “We’re trying to be really thoughtful about what hashtag strategy we can build that will be sustained so that every day it makes sense and is sustained within our community.” Say hi to Lulu on Twitter and ask about her latest outdoor adventure. You can watch her full presentation from the Brands-Only Summit here.
• #43: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #44: Insolite : KLM ouvre un vol vers Miami après un pari perdu sur Twitter La compagnie aérienne néerlandaise affrètera un vol spécial vers Miami le 21 mars 2011 au départ d'Amsterdam. Après avoir perdu un pari sur Twitter avec deux célèbres musiciens électro qui voulaient se rendre à l'Ultra Music Festival. To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/ Un pari perdu pour KLM qui s'est transformé en succès. C'est ce qu'a révélé le quotidien les Echos dans son édition du 2 décembre 2010. Mardi 30 novembre 2010, le DJ et producteur Sied van Riel et Wilco Jung, réalisateur, interpellent la compagnie sur Twitter. Ils veulent se rendre avec de nombreux autres musiciens à l'Ultra Music Festival à Miami. Mais la compagnie n'a plus de vol vers cette destination depuis 2004. Alors elle leur promet de les emmener s'ils remplissent complètement un avion. Les deux amis relèvent le pari et créént un site internet pour regrouper les réservations. En moins de 5 heures, les 285 places sont réservées. Plus de 400 personnes étaient prêtes à payer leur billet d'avion. Devant l'engouement, KLM a décidé de rouvrir la ligne Amsterdam-Miami, à raison de quatre rotations par semaine, les lundis, mercredis, vendredis et dimanches. La ligne sera officiellement ouverte avec le vol inaugural du 21 mars 2011. La compagnie sera la première à affréter un vol à la suite d'une requête sur Twitter. Reste à savoir si la compagnie a prévu de la musique à bord...
• #45: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #47: Check out the # of likes, views… - the fact that Colruyt gave in illustrates the switch from eyeballs to social capital
• #48: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #50: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #51: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #52: http://www.marketingtechnews.net/news/2014/oct/09/lego-ends-branding-partnership-shell-after-greenpeace-pressure/ Lego ends branding partnership with Shell after Greenpeace pressure 44 shares 18 inShare By James Bourne 09 October 2014, 10:10 a.m. 0 comments Categories Brands, Consumers, Reputation Picture credit: Gavin S/YouTube Lego has released a statement confirming it will not renew its partnership deal with oil firm Shell, after a series of attacks from Greenpeace regarding Shell’s proposed plans to drill for oil in the Arctic. “Children are our major concern and the central focus of our company,” said Jørgen Vig Knudstorp, CEO of the Lego Group. “We are determined to leave a positive impact on society and the planet that children will inherit.” Greenpeace has protested against Shell’s plans for years, and released a thought-provoking video response parodying the Lego “everything is awesome” tag line, urging its user base to tell Lego to end its partnership with Shell. The charity had also sent activists to Legoland Windsor and various Shell refineries. “We continuously consider many different ways of how to deliver on our promise of bringing creative play to more children,” Knudstrop added. “We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell with the present contract ends.” Not surprisingly, the news has been greeted with praise from Greenpeace. Ian Duff, Arctic campaigner, said: “This is a major blow to Shell. It desperately needs partners like Lego to help give it respectability and repair the major brand damage it suffered after its last Arctic misadventure. “Lego’s withdrawal from a 50 year relationship with Shell clearly shows that strategy will not work.” Addressing the oil firms directly, Duff added: “The tide is turning for these fossil fuel dinosaurs that see the melting Arctic as ripe for exploitation rather than protection. The message should be clear; your outdated, climate wrecking practices are no longer socially acceptable, and you need to keep away from the Arctic or face being ostracised by society.” Despite this Knudstorp was critical of Greenpeace’s tactics, and particularly the charity’s move in getting Lego involved. “The Greenpeace campaign uses the Lego brand to target Shell,” he said. “As we have stated before, we firmly believe Greenpeace ought to have a direct conversation with Shell. The Lego brand, and everyone who enjoys creative play, should never have become part of Greenpeace’s dispute with Shell.” Knudstorp added: “We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign.” So is this a coincidence, or a victory for Greenpeace? Let us know in the comments... Related Stories » BOOM! AudioBoo rebrands to AudioBoom in “fundamental” name change » Want to fully understand the customer journey? Get the customer to do it » Songs of Innocence: The Apple gift that backfired horribly » Why students love Coca-Cola’s “Friendly Twist” marketing campaign » TalkTalk unveils latest billboard campaign for TV offering
• #53: François Hollande Lookback
• #55: Let’s analyze further how individuals can be more “successful” than brands themselves
• #57: 5 years vs 3 months
• #60: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/
• #61: http://spinsucks.com/communication/fedex-customer-video-turned-good-pr/ - FedEx handles a social media crisis FedEx Customer Video Turned Good PR Gini Dietrich | Email | 83 Comments Digg Digg Let’s talk about a good response to a customer service, turned social media, crisis, shall we? During the holidays, a video of a FedEx delivery man threw a computer monitor over a gate and onto the lawn of the customer’s lawn. The scary thing is it’s actually in a computer monitor box, not a FedEx box, so he knew it was fragile. He didn’t try to open the gate or ring the bell. He just threw it over the gate. And it broke. The person who lives in that house must have the same “neighborly” issues we have because he has a security camera on the front gate. And the “delivery” was captured on video. Here it is for your viewing pleasure. Clearly this is not a PR or social media crisis. It is a customer service crisis. But, like we talked about with Papa John’s and Boners BBQ yesterday, it was turned into a PR crisis when the customer posted the video on YouTube (which got five million views in five days). What did FedEx do, in return? They did NOT ignore the video. They did NOT ignore the crisis. They did NOT stick their heads in the sand and pretend the video (that now has nine million views) doesn’t exist. They took to YouTube and created their own video. Just like Domino’s did in 2008 when a YouTube video of a franchisee’s employees sneezing and spitting in food went viral. In a blog post accompanying an embedded version of their video, Matthew Thornton, III, senior VP of FedEx Express U.S. Operations, said: As the leader of our pickup and delivery operations across America, I want you to know that I was upset, embarrassed, and very sorry for our customer’s poor experience. This goes directly against everything we have always taught our people and expect of them. It was just very disappointing. He goes on to describe what they did for the customer and how they’re using the video in employee training to make sure these kinds of things don’t happen. Here is the video of the Thornton’s apology. Customers and employees weighed in on the blog post, most citing positive examples or stories about being grateful for working at FedEx. The lesson? Always answer with a real apology. Not a “I’m sorry, but…” apology, but a real one. And answer it on the same social network where the crisis is happening. FedEx did this exactly right. And in the right amount of time. They described the issue, said what had been resolved and how they were using this as a lesson going forward, and apologized. Every, single one of us makes mistakes. It’s in how we handle them that is remembered.
• #62: To find info -> need for transparancy & wide cross media presence (not just website) – cfr Comcast (technician) search & ihecs search To share info -> need to listen in To mash up info -> need to listen in & be open To produce info -> need to listen in & ability to converse To produce media - > idem To broadcast -> idem & develop a presence To put across opinions, wishes,… -> be reactive (KLM: http://www.tourmagazine.fr/Insolite-KLM-ouvre-un-vol-vers-Miami-apres-un-pari-perdu-sur-Twitter_a16040.html) + illustrate with case studies e.g. http://thenextweb.com/socialmedia/2010/11/10/6-social-media-savvy-brands-what-they-do-right/