Honesty – The ambient campaign driver that brings virtues back…?

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Some years ago, Billy Joel sang his song “Honesty” and I always remember this one first line… “Honesty is such a lonely word. Everyone is so untrue.”. Apparently, it seems that Billy was not quite right with his statement (although he took a different approach to his somng argumentation). It is interesting to see that more and more campaigns seem to pitch with that virtue proof…

I wrote about the interesting HonestTea campaign. That campaign not only proved the value of Earned Media but more importantly how honest people in the world were. And it also pointed out that honesty as a virtue might become a wonderful topic for campaigns – a real ambient campaign driver.

The National Australia Bank (NAB Group) is another example how companies come up with that topic. Some while ago, the NAB was shaking up the financial services industry by encouraging the customers of other banks to “break up” with their bank. The campaigns continues now to a next level now…

The NAB is challenging the honesty of consumers with a series of social experiments on the virtue of honesty. The honesty project of the NAB proves that Australians are very well behaved and very honest.

The bank is publishing the results in little clips. Watch the results…

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This modern ambient approach to make a change in the communication to consumers from banks I found quite refreshing, compared to the traditional annoying and boring print letters I still get today. If banks open up to customers with some clever ideas like these it will be a perfect way to get Earned Media which leads to Owned Media and puts a question mark behind the honest value of “Paid Media”. And that is a fact, that is my honest truth.

PS:: What is your view on the campaign? The honesty approach? The value of honesty from a bank’s perspective?

Facebook Commerce – Prediction of 30 Billion by 2015

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We all love predictions. And we love Facebook – some more than others. It has been around for a long time now. The history comes now with an infographic via Social Media Influence. The most amazing data? The prediction: $30 billion in global purchases expected to occur on the social network during 2015.

Would yuo believe that data provided in the infographic? Do you love Facebook shopping? Have you ever purchased something through Facebook? Let’s see the value of these predictions from your perspective…

Study: More companies succeed in recruiting via social networks

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Social Media is becoming the new talent aquisition tool for companies. A recent study by Jobvite states that almost 90% of companies are planning to use social networks to find job candidates. This is an increase of 7% to last year. Two thirds of employers said they had successfully filled a job position via social networking.

The study that polled 800 human resource staffers and headhunters in the U.S also illustrates the importance of personal branding which I proclaim for years now – also with the vision of a personal scoring index. Job seekers should understand the importance of having an active profile on sites like LinkedIn, Facebook and Twitter. However, this is essential and career benefitial, the study also warns that what you say and do on those sites has an impact on your career.

Running the survey in their fifth year, Jobvite is seeing a steady increase by employers in the use of social media.

“Employee referrals are the highest quality hires. (…) They last the longest, have the best match with expectations, and churn the least.” Dan Finnigan, CEO, Jobvite

According to Jobvite’s own client data, 70% of companies examine candidates’ social media profiles after getting a referral. Which means you never know who is checking your latest party pictures and how much you ruin your reputation by updating embarrassing information

“Don’t post any picture, say any words or take any actions that you wouldn’t want your grandmother to see,” advises Finnigan.

Some interesting finding shows that Facebook is not the main place to look for job candidates. However, LinkedIn went up from 78.3% to 86.6% (inclusive of all possible usage like search, job postings, etc.).

Having said that, Jobvite also asked their own customers how many actually hired staff using social referrals from various social networking sites. 43% of referrals that resulted in hires came from Facebook versus 41% from LinkedIn and 16% from Twitter.

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For the Social Society in which we are living social engagement become an asset bonus but also a challenge for job seekers. Today, it is still difficult to understand for many recruiters why you have a personal brand. In the future, this will change and show your affinity to a topic, to brands and to modern business tactics. People might be addressed or recruited by younger hiring managers who are more tolerant of social media failures or side steps but the more senior a position gets, the pickier recruitment managers are getting.

How do you see the future of personal branding and how recruiters are checking your capabilities via social networks?

Poll: Mobile commerce taking market share of desktop shopping…

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Mobile commerce is definitely on the rise, and some technological trends seem to be making an impact on this fast development in the future. According to data from the Global Consumer Survey from MEF, the global community for mobile content and commerce, consumers embrace mobile commerce globally: 91% in UK and 79% in Brazil have used their mobile device for commerce, to either research or purchase a product.

The MEF’s Global Consumer Survey commissioned OnDevice Research was conducted in nine countries across five continents, and polled 8,530 respondents. The findings showed that the number of people getting engaged in mobile commerce did not drop below 72% in any of the markets surveyed.

The research shows that 82% of UK respondents access the mobile web on a daily basis – Brasil was even higher with 84%. It seems that the opportunity to have a mobile device with internet access at hand, takes the importance and necessity to have access and use to desktops to go shopping online. 41% of Brazilians and 34% of UK respondents access the internet on their PCs less often than 18 months ago.

“This global research clearly demonstrates that consumers across the world are embracing mobile as a key access point for their content and commerce needs. (…). It also illustrates that mobile is an essential platform for companies wishing to drive consumer engagement and monetise their goods, services and digital products”. Andrew Bud, Global Chairman, MEF

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The only issue people have with mobile commerce is the lack in trust in security. The study says that over a quarter of North American consumers would buy more often on their mobile if they trusted the security. Nevertheless, 38% have already purchased via their smartphones. Mobile banking gains ground in some countries (32% in Singapore regularly check their balance on a wireless device, and 18% pay bills). No doubt about that. However, most people globally will probably wait with mobile commerce some more years. No matter which payment method will be the future but definitely for sums of 100 USD and above. Don’t you think?

Virals: If you are first, they will spread without help…

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Tiger Woods might have lost some of his golf glory in the last months. The old Nike videos with him are still trendy. They are creative, well-produced and most of them with his head cover tiger Frank are really funny. Remember this one (which was my favorite…)?

Nike also produced some trick shot videos those days. They probably weren’t meant to be virals. How could they those days…? They were TV commercials. However, the difference between viral and TV commercial is still difficult to define for many people, the Nike videos used media plans to get spread, succeeded and people were proud to share a copy of them with friends.

Now, after some years, the trick shot videos and the bloopers version are coming back to life again.

Why?

Martin Kaymer, the new German golf star, has just recently created a social media viral (apart from his Facebook page). It is a Hole-in-One trick shot video… and obviously, the golf pro hopes that it will be spread around the world, or at least Germany. Created as if the viral was real, it does appear unreal to me.

The difference to Tiger Woods some years ago? Not only was Tiger Woods the first with a trick shot idea. He did not need social media buzz generation tactics. The video spread without help – mouth-to-mouth, more in the offline than the online world. I doubt that the Kaymer viral will in the online world of today…

Blog Marketing Dies ist ein durch hallimash vermittelter, honorierter Eintrag

Study: Will the traditional office be extinct by 2021? Yes, say 58% of UK workers…

10.07.2011 von  
Kategorie: CEO, English Content

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Rainer Sturm / pixelio.de

How long will we continue working in traditional offices? How long is commuting still a must to keep a good job? A question that I got asked quite often in the last months. My view is, it won’t take another decade to understand that there are several ways to establish a new and more efficient work-life balance instead of commuting in the office every day. However, I see many challenges for our social society when thinking about jobs and social engagement

A recent study by Virgin Business Media now shows some similar insights. It states that 58% of U.K. workers think offices of today will not exist in ten years’ time. The study was commissioned to celebrate the tenth anniversary of the British sitcom The Office (basis for the U.S. show).

The findings are based on a research that surveyed 1,000 U.K. workers that gave feedback on how their working lives have changed over the last ten years, and how they expect them to change over the next ten years. It has to be said that it was predominantly based on the impacts of technology…

Working remotely will be the new trend. Commuting and traditional offices will be out soon. At least that is what UK workers predict: 56% of respondents are not seeing themselves commuting in 2021 like they do today. An impressive 83% respond that technology enables them to become more productive in the last ten years. Productivity in the future means (62% say so) they would use just one device to handle both their personal and work life in ten years’ time.

The question will be if people will want to work from home, or prefer to continue commuting. Having someone to talk to, not being forgotten and having a need to show somebody that you are really “at work” might be reasons against the future outlook with no traditional offices space.

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In May a report from Regus and Unwired called VWork: Measuring the benefits of agility at work makes clear that only 12,3% of respondents want to work from home. It will be interesting to see whether companies offices will extinct, or if companies will give their employees money to find coworking space (like the car allowance concept), or if they host coworking space (in order to recruit new people…). The virtual office will be the future for many people. I just can see lawyers, controllers or HR people who might need their traditional offices. The rest will be able to work remotely… It is more flexible, more agile for marketing, sales and business development, and people are motivated to have more meetings.

Would you agree? Do you see this development as dangerous? What is your view on the extinction of office space?

Goodbye Wallet – Will mobile phones become future credit cards?

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No, I am not a big fan of wallets – only if those are filled with the right light bank notes… which not very often is the case. And I am looking forward to days when my back pocket can get rid of the heavy weight of useless coins that don’t buy big things, products or services. Now, the future seems to be nearer than I thought…

Near field communication (NFC) seems to become the rising technology enabling us to pay with our mobiles in the future. Startups like Square and some programs from brands like Starbucks and Google Wallet kick off a new era where mobile payments becomes popular today.

Gplus has created a nice infographic that nicely and easily explains how the technology works and how fast the mobile payments market is emerging and what might happen in the next few years.

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Keynote speeches like the following on the future of mobile payment will also increase the speed of evolution in this field…

How do you think the mobile technology needs to evolve and be made safe for mainstream consumer use? Would you still want a receipt for your purchase? Will this evolution in payment (if it is one) really save time? Share your views…

Ads on iPhone & iPad: Double the click rate to relative Android devices

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MediaMind Technologies Inc. today released a new study “Tiny Screen, Huge Results“. The new mobile research finds that the iPhone is the trendsetter in the mobile advertising revolution delivering higher Click Through Rates than devices with other operating systems.

MediaMind reviewed over 230 million mobile impressions in Q4 2010 and Q1 2011. They discovered that devices based on Apple’s iOS operating system result in twice the performance of phones based on Google’s Android operating system, and even five times the performance of BlackBerry phones.

Above that, mobile ads achieved an impressive Click Through Rate (CTR) of 0.61%, while standard display banners for PCs are cited with a CTR of 0.07%.

When Mediamind analyzed the browsing habits of mobile users, the study revealed that people browsing PC screens peaks during business hours between 9 am and 5 pm. Mobile browsing are high during the evenings. Mobile Click Through Rates find their peaks in the evening and gain higher CTR than PC at any time of the day.

The study also found that most verticals achieved a high CTR, beating out benchmarks for browser Standard Banners. Entertainment, Retail and Financial Services are among the highest performing industry verticals on mobile, while Apparel and Government have the lowest CTR.

“Mobile is proving to be one of the most financially rewarding formats in the media mix” (…) This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.” Gal Trifon, President and CEO, MediaMind.

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At this point, however I rate these results as they sound amazing (and need to be obeyed and checked for the future of mobile advertising), it needs to be asked whether these results came together because of the curiosity of users using a new device, fingers are sometimes too big for the tiny screen, or people just not realizing that they are clicking on banners as people are not used to knowing where the banners are placed. It is still early stages in mobile ads. I have clicked on some banners and not intended to do so quite often on my iPad and iPhone. The study would be a perfect seelling piece for iAd, but I am asking myself if these results have any connection to marketers, agency people and creative heads using iPhones predominantly, and thus being more open to marketing messages than Android “developer-minded” people. But maybe I am thinking too far here. Any comments…?

News Update – Best of the Day

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Looking to increase the number of people who access your Facebook apps? A recent MIT study gives three insights marketers should watch out for…
1. Adding a personalized message feature (such as, “Hey! check out my new favorite app”) substantially increases adoption (three times more effective per message).
2. Notifications and invites outperform ad campaigns used in their recruitment phase on Facebook. Viral strategies are up to 10 times more effective than banner ads in converting users and around twice as effective as email advertising.
3. If companies and brands are looking to secure the most amount of committed users inside of a campaign app, personalized messages might be the way to go.
The study could be summarized that we are still in a trial-and-error mode in what works, what doesn’t work, and “how to improve–instead of choosing one strategy and praying it was better than all of the others”.

Finding valueable Augmented Reality apps is a time-consuming effort. Tripwire Magazine has done a trip through the AR world and found 45 (I would say 20) interesting iPhone apps that are worth exploring. My favorite five ones are… Star Walk, Yelp, Golfscape GPS Rangefinder, Theodolite Pro, and the best branded apps Stella Artois – Bar Guide.

Do you know what sharing means? One of the greatest sharing campaign comes from Casa do Zezinho: Share Project. Watch it, spread the idea, and support the campaign, so it can be expanded throughout the countires that could need it…!

Social Commerce – An impact on purchase decisions?

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Credits Picture: Penn Olson

Some weeks ago, someone said (and please comment here as I cannot access my elder tweets anymore) I might be the next and right expert to thing about social commerce of the future. OK, here we go… brief and based on studies as usual.

Many companies ask themselves if social commerce ist he next big thing and what impact it might have on the buying process of consumers. Let me give you two examples to think about social commerce visions with two of the latest studies that I came across in the last two days.

An optimistic view…
The E-Tailing Group Inc., sponsored by PowerReviews, finds in a research that one in two respondents say they spend 75% of their overall shopping time researching for products (compared to 21% last year). Customer reviews have the biggest impact on the decision to buy: 90% respond reviews have an impact on their decision; 60% say they’re the most important factor.

The report The 2011 Social Shopping Study finds that 29% of shoppers are turning to social networks to research products. However, only 18% of retailers in The E-tailing Group’s annual mystery shopping survey in the fourth quarter of 2010 feature customer reviews on their Facebook pages.

“People are willing to take the time to do research,” she says. “They will do anything to find the right price. (…) Social is emerging as a significant way that some consumers research products (…) The real question will be whether social media is adopted by most younger consumers and become a standard way consumers research products.” Lauren Friedman, President, The E-tailing Group

Some essential findings for social commerce future consideration…
- 59% say they read customer reviews (if on social platforms or not is not quantified)
- 42% access question-and-answer features that allow a consumer to pose and respond a/to question(s) to/of other shoppers
- 26% converse in community forums
- 15% view user-generated videos or create their own video
- 13% access a retailer or manufacturer’s Facebook page
- 9% monitor, respond to, or post tweets on Twitter.

A pessimistic aspect…
A representative study conducted by Havas Media and Lightspeed Research of 1.007 UK social networkers finds that 89% of respondents not having bought anything on Facebook. Above that, 44% of people are not even interested in doing so.

However, if the provider or manufaturer offers some special discount and deals, 77% of respondents are more likely to buy via Facebook shops. And targeting then becomes key: 70% of the people said, they would buy things from Facebook tht were based on their interests and prevous shopping behaviour (so business intelligence and data mining are welcome with consumers it seems). Also Location-Based Advertising (LBA) gets some impact then: 55% would even „check-in“ to a venue or stire via Facebook Places or Foursquare promotions.

Exclusivity is a main factor for social commerce according to the study. One quarter (25%) responding they would purchase a product on Facebook if it wasn’t available anywhere else, 22% make trust in a brand they know dependable on their buyiong process, and 17% said, they would purchase if it was easier than shopping via ecommerce solutions. Even, 11% stating they would buy something that was only offered to ‘fans’ of a brand.

Brand advocates and brandvangelists are essential. The study shows the power of online recommendations and the influence of friends is essential for socail shopping. If friends recommend a brand, 53% of consumers were more likely to look up information about a brand. 17% were likely to buy from a brand if it was recommended by someone they knew.

And crowd shopping for discounts seems to become a trend. More than half of respondents were interested in getting together with friends to buy products in services in groups. 60% of males finding this opportunity compelling, compared with 48% of women. And women are generally speaking more “neutral” and “negative” when they see a brand on a social networking site (83%), according to the “Women & Brands Online: ‘The Digital Disconnect’ Emerges” study, from ad:tech Chicago and Q Interactive’s “Women Channel”. Those same female Internet users responded they were more likely to be affected by coupons and discounts (41.6%).

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Social Commerce is evolving to play a bigger role in the purchase decision process. And like in earlier offline ages, it is the social graph (friends and influencers) that make the important difference in my eyes. You buy from those people you trust (if they are the middlemen and know about it, or not). The studies show a clear trend: People, especially men while women being more difficult to affect with social branding activities, buy when they are addressed with the ads of the poeple they know and trust in. Brandvangelists are an essential factor that companies and brands need to consider embracing in their customer acquisition tactics when thinking about the future of their web strategy.

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