Sachen gibt’s, die gibt’s gar nicht. Aber auch die gibt’s. Da programmiert jemand einen Erinnerungs-Service, der einen über verschiedene Medien rechtzeitig über wichtige Termine informiert. Der Codierer selbst aber läuft Gefahr in der Social Web Welt in Vergessenheit zu geraten.
Die Rede ist von Moritz Bauer, ein junger Student an der Albert-Ludwigs-Universität Freiburg, der eine Idee hat, diese entwickelt, aber den Wert von Social Networks bisher noch nicht erkannt hat. Und Geld will er mit seiner Entwicklung nicht verdienen. Altruismus pur, und das in der heutigen Zeit. Eine echt unglaubliche Geschichte…
Moritz hat mich angeschrieben und mir seinen Dienst Memorari (auch auf englisch verfügbar) vorgestellt. Schließlich liest er Blogs. Nur selbst eins schreiben will er nicht. Auch das verstehe, wer will.
Worum also geht es bei Memorari? Man stellt auf der Erinnerungs-Service Plattform einen wichtigen Termin mit Datum ein, worum es geht und bekommt ein „Memorari“ über die Quelle, die man definiert hat. Das kann Email, Instant Messenger via ICQ, MSN, AOL, Yahoo oder Google Talk sowie Telefon sein.
Bei all den Rätseln mußte ich Moritz ein paar Fragen stellen…
Q: Wie bist Du auf die Idee Memorari gekommen und wieviel Zeit hat dich die Programmierung gekostet?
Moritz Bauer Ich hatte schon immer Schwierigkeiten, mir Geburtstage von Freunden zu merken. Dazu kam, daß ich mich mal mit Ruby on Rails ausprobieren wollte. Dadurch entstand dann mein erstes Rails Projekt. Hat auch ne Weile gedauert, ein halbes Jahr oder so, immer mal wieder abends wenn ich Zeit hatte.
Q: Warum braucht man einen solchen Dienst, wenn es Handies und Outlook-Kalender gibt?
Moritz Bauer Die unterschiedlichen Softwares und Applikationen sind meist nicht kompatibel. Das heisst, man hat Erinnerungen im Handy, im Outlook-Kalender, im Google-Kalender, im Notizbuch… Da dachte ich, es waere von Vorteil, wenn es für sowas eine zentrale Stelle gäbe. Das sind auch Features, die ich noch gerne einbauen würde, also ical Import-Funktionen, eine offene Schnittstelle für Programmierer usw.
Q: Wie willst Du das Produkt monetarisieren?
Moritz Bauer Im Moment mach ich das aus reinem Spaß und will den Menschen damit helfen, dass sie nicht immer Mamas Geburstag vergessen.
Moritz hielt bis zu seiner Kontaktaufnahme mit mir nichts von Social Networks und bevorzugte die Email zur Kommunikation. Immerhin habe ich ihn von einem LinkedIn Account überzeugen können. Ich fand die Idee einfach gut und freue mich, daß er gerade auf mich zugekommen ist.
Viel Erfolg in Deinem weiteren Entwickler-Leben Moritz. Memorari werde ich nicht vergessen…
Although web 2.0 provides all the benfit for e-learning, the use is till low. The study “Benchmarking Online Operations: Snapshots of an Emerging Industry“ by the consulting company Eduventures shows that the education they offer is still based on „rudimentary, text-based technology“. This stands in contrast to webinars, web-conference or any kind of podcast or vidcast tools that the web 2.0 world offers today. „But when it came to technology, the Eduventures survey found that the widely used tools are e-mail, text discussions that don’t happen in real time, physical textbooks, and word and PDF documents“, reports http://chronicle.com/blogPost/Online-Programs-Profits-Are/8517/?sid=wc&utm_source=wc&utm_medium=en.
Blogher released a new study on how social networks are used by men and women in the US. The main findings are…
– 84% (16 out of 19) of the sites have more female than male users.
– Twitter with 59% female users and Facebook with 57%.
– Most female-dominated sites: Bebo 66%, MySpace and Classmates.com 64%.
– Average ratio of 19 sites: 47% male, 53% female.
MINI started a great project„Wash me“ at retail on the 3rd of November „when 10 different artists are each presented with a MINI to deface — ahem!…design at will“. See what these guys came up with…
It is something that the social web enables people to do: complaining. The web 2.0 users can accept bad service or products with failures, or they don’t. And then, they can write about it and share negative feelings publicly. And study is presenting the proof now: People do complain more since the social network trend started.
The recent study is conducted by LexisNexis UK (published by Brandrepublic) shows that 60% of the respondents change their attitude towards brands, product or service after reading negative comments. And even worse they have chosen not to buy anything from the company thereafter.
The funny thing is that companies don’t even react. Two-thirds of the 1.002 respondents answered that when they’d shared bad feedback about a company online, there was no response form the company. One more proof that social media monitoring is still a difficult topic for companies. And, if more than 50% say the complain online about a bad product, companies should make this even more a business critical discussion inside their company in my eyes.
„This represents a massive missed opportunity for companies and brands to engage with unhappy customers. Sixty-seven per cent of complainants have been ignored, leaving them to act as influential detractors online, potentially having a negative impact on other purchasers‘ behaviour.“ Bob De Laney, Director of New Business, LexisNexis UK
Finally, the good point is that the research states 62% of respondents would share their experience online if they were „delighted“ by a product, again with people saying they were more likely to do so than in the past.
For companies complaints are a big opportunity for improvement aiming at better customer care and customer satisfaction. Feedback in which form or nature opens up the conversation to the customer and his needs. A bad comment is not the end of your business. Companies should embrace it and work with it. Talking about the problem online, giving quick response and help is not only solving the issue, but making other customers happy which might just at that stage be in the evaluation process of purchasing a product. And although some closed social networks front-doors prevent companies from listening directly to what is being said in social networks, the use of social media monitoring tools definitely makes sense. Most of the content will be spread through the Twittersphere or bloggosphere, and will not stay inside the social network.
A social benchmark study on the use of social networks by business professionals in the US and Canada reveals some interesting findings:
– 69% use webinars and podcasts as their major social media resources for b2b information.
– 83% use Facebook and 45% Twitter as the dominant social network on which consumer-focused companies maintain one or more company profiles companies
– 77% maintaining a profile on Facebook and 73% on Twitter.
– trend to see business-value in social networks: re-thinking restricted access
– in daily business 62% visit company or brand profiles on social networking sites and 55% search for business information on these sites
– IT professionals have the lowest participation rate.
– average company is planning, developing or running seven different social media initiatives: 71% have less than two years of experience with social media for business.
– Building brand awareness and brand reputation are two of the top social media success metrics, but nearly two-thirds of companies focused on these metrics have little to no insight into performance via standard or easily accessible reports.
„Does social media have any impact on public service use already?“ Someone asked me this question some days ago at an event? Here is the answer by the Institute for Proespective Study – a massive reading. A shorter read is the innovative new social media marketing strategy of the Nomads hotel group.
Some people are brand-vangelists. See this production of a LEGO maniac who calles himself LEGO Agent Jones: 440 production hours, 500 US dollars and one camera… – this is the output! LEGO should give him as many LEGO bricks as possible and make him their social VIP.
Social network users love to spend time watching videos according to the latest Nielsen figures. The total amount of time spent was 999.4 million minutes in October – an increase of 98% to 2008. People watched 349.5 million videos (up 45%). Facebook was the No. 1 online social networking and blog platform for video consumption in October with 217.8 million total video streams, followed by MySpace with 85,2 million video impressions.
The latest CMO Council study shows how relevant it is to provide good content, as well as sending out mass mailings carefully. The study, “Why Relevance Drives Response and Relationships,” states that 91% of respondents have unsubscribed to e-mail newsletters. 46% of those said that the content wwas not relevant.
Even worse is to receive emails with product promotions people have already purchased. 22% won’t buy from the company after receiving such irrelevant mails.
Connecting offline and online in a funny and intelligent way by iCarphone Warehouse. Can somebody explain why it got banned?
PS: Also found some good new videos – check out my new The Strategy Web YouTube channel.
Talking about new trends on the social web, marketers always love the point of view when brands are involved. They love to negotiate, as I call it, on the „cost per engagement (cpe)“ level. Businesses and their communication suppliers always try to get customers engaged in brands. Some years ago, this was difficult. Now, it seems easy. And this topic becomes even more relevant for future marketing strategies when you think about today’s engagement economy.
The engagement economy nowadays is doing things companies never thought would happen: There are people forwarding brand videos (which generate massive engagement), admitting to be emotionally involved in brands. We’ve got people publicly telling their peers how much they love products, services or companies. And then there are people discussing about products and how they would change these products and services in order to make them more profitable for the manufacturer. This is all happening right up to the point where people are basically saying „I am a brand maniac of…“ – fantastic and unbelievable in one go, right?
So, if we take a look back and analyze this trend from a long-term web-strategic point of view, companies need to rethink the future of their web-marketing efforts as the social web transforms the value of processes in sales and marketing.
At an event last week a marketer I know quite well took me aside and asked: „Why are people not as engaged when clicking banners as they are when becoming fans or followers of brands on the social web?“ And my first reaction was to give a shrug. But then I realized the huge potential of the thought and I said: „Gimme some days and I will try to blog an answer.“
In my view, a major part of the explanation to this phenomenon lies in the evolutionary process of the engagement economy and their brand commitment when people even want to become social VIPs or brand-vangelists and accept the ads from their favorite brands in their social graphs.
The emotional-impact of banner advertising and of „social media engagement“ is completely different – on those who ‚follow‘ the people that click on traditional advertising (display or affiliate) and on those who become fans or followers.
Somebody who clicks a banner ad is not engaged in any kind of brand emotionality: This person is just interested in the offer or the message that grins in his face saying: „I am nice, ain’t I?!“ So, why not take a glance at the offer (especially when coupons or incentives are involved) as it is a short-term sales boost via email or some other traditional online advertising format. The person who is clicking on a fan page wants to know more about the brand values, why people have become fans, who they are. This is someone who wants to give some kind of emotional kick back to the brand and the „engaged brand peers“. And just by becoming a fan, they give the brands more positive rewards than they probably realize – kind of like an ultimate pay back which has never existed in that form or to that extent before.
People who participate in banner advertising come from the passive „lean-back economy“. Some experts are already wondering, if banners are dying. My answer is: No, as banners follow a different purpose than the social web marketing activity! The benefit for traditional online advertising is the click, resulting in the quick consumption of news and information. The engagement economy loves to lean forward and get in the driver seat of the brand communication and discussion. Emotionally motivated by the sweet feeling of competence, this engaged person argues about the good and bad of the brand values. When you look at Nespresso and Starbucks social media activities and other impressive examples on Facebook or Twitter, or you take the latest example of the IKEA Facebook campaign all what companies are doing is throwing some communication crums in. And the fans „crowd together“ and pick them up with greedy brand enthusiasm. They give the companies and their peers input and feedback with comments, questions and by sharing the brand content and ideas. The emotions get their pay-off by little brand incentives and keep the wheels of engagement buzz turning.
Think about how much time people spend with a brand when clicking on a banner versus being on a fan page. A banner is meant to save time – as does an offer – just by its intention and nature, as well as the message it carries. Check the offer and then be off as quick as possible. Is this the way a banner works? I think so. Rate this short interaction against the time of a brand experience on a fan page. People listen, learn and participate in the conversation about the brand, and come back to see how the communication proceeds. Not because a banner asks for their time to do so, but as the people want it themselves. The customer is the active part of the brand communication, not the company. The customer pays attention to the brand and donates „engagement time“ as the new value or ROI for all brand communication efforts.
And then, why do they stay longer on a fan page? The answer is easy: Their „brand friends“ are there. They feel to be in good company and this is what builds comfort, driven by a „warm feeling of friendship, networking and community“. You are not alone, you have something in common just by spending time on the same topic: a brand commitment.
The engagement economy is in charge of brand communication and brand commitment. The company still owns it but they are being managed by engaged brand fans. Now, my question to you: Is this true? What is your experience and your strategy when working with this new engagement economy?
When companies evaluate social media, one of the question that comes up first is: How many social media platforms should we be using? My approach is always: Let’s have a look at your client structure and segmentation first and then see if your company has the appropriate company communication and participation skills, as well as obviously culture. Jeff Bulla has written an interesting social media road map for businesses about this topic.
All bloggers have their own secret of successful blogging. The founder of the successful-blog.com, Liz Strauss knows more than most of us and she gives some good information in an interview on Technorati.
Sometimes the web offers commercials which I find quite entertaining and funny but the question remains: Does it suit the brand’s values, especially when we are talking about a luxury watch brand?
In one of my meetings last weeks, a pr agency asked me how to connect the social web with virtual events. Jeremiah Owyang summarized it in his post, and saved some of my time.
Drinking and driving is a ‚No Go‘ – texting an driving as well? Nevertheless, a lot of people do it, says a study of FindLaw.com, , a legal information Web site. – Scray, right?
For football clubs it is difficult to combine the interest of men and women. This commercial from japan has done it perfectly…
Das dritte Jahr in Folge findet eine Studie des Center for Marketing Research at University of Massachusetts Dartmouth den Beleg, daß Social Media immer stärker Anklang in Unternehmen findet. Die Studie belegt dabei, wie Social Media bei den am schnellsten wachsenden US-Firmen im Aufschwung ist. Zudem liefert sie gutes Zahlenmaterial für Marketiers, Geschäftsführer und CEOs, wie man sich im Social Web bewegt.
Die Studie besagt, dass 75% der befragten Firmen sich mit Social Media 2009 stark vertraut gemacht haben. Dies entspricht einem Anstieg um 18% zu 2008. Das starke Aufkommen der Nutzung von Business Netzwerken hat hier sicherlich seinen Teil zu beigetragen.
62% der ‚C-Levels‘ kennen sich mit Twitter aus, 52% haben die Micro-Blogging Platform und Social Networking genutzt, um ihr Business zu promoten. Sicherlich interessant ist, daß eine von vier Inc. 500 B2B Firmen angeben, Twitter sei ein angemessener Platz, um mit Partnern und Händlern online zu kommunizieren.
Blogging spiele generell eine besondere Rolle. 45% betrieben 2009 ein Blog mit ihrer Firma (39%/2008 und 19%/2007). Das Wachstum bei Message Boards, Online video, Wikis, sowie Podcasting ist eher gebremst bzw. leicht fallend.
Social Media = wichtiger Bestandteil der Marketing-Strategie
43% der Inc. 500 Firmen glauben, daß Social Media ein „sehr wichtiger“ Teil ihrer Business- und Marketing-Strategie ist. Sogar 91% gaben an, zumindest ein Social Media Tool einzusetzen (77%/2008). Und auch weiterhin wird Social Media in der Strategie der Firmen eine große Rolle einnehmen. Von den nicht bloggenden Firmen planen 44% einen Firmen-Blog in 2010. Mit Twitter wollen im nächsten Jahr 27% der Firmen einen weiteren Zugang für ihr Business schaffen.
Der Erfolg gibt Social Media Einsatz recht. Denn 48% der Unternehmen haben mit ihrem Einsatz von Social Media Erfolg. Bei Twitter ist die Quote sogar 82% und bei anderen Social Networks kam eine unfassbare Erfolgsquote von 87% zusammen.
Der Siegeszug von Social Media hält an und das Annehmen der neuen Medien geht rasch voran. Kein Wunder: 87% der befragten Firmen berichten von Erfolgen hinsichtlich Engagement, Leads oder Abverkäufen. Die Argumente sprechen für sich. Wer sich diesem Trend verweigert als Businesszweig, läßt zahlreiche Optionen aus, die Kundenkommunikation und Kundenbindung zu fördern.
Who rules web search in the future? Google, Bing or Twitter? The answer is: real-time search. Web search is being transformed big way. Yahoo just integrated Twitter in their search results.
Marketers tend to circumvent the middleman (agencies) and launched their own mainstream media and entertainment properties. A revolution against media companies? Ad Age editor Jonah Bloom addresses the issue in an interesting video…
Commercials can be terrifying but also be very expressive. Are cleaners dirty? After watching the video I had an answer on how dirty chemicals can be. Household Product Labeling Acts makes us aware of what we are using in our clean world…