Wochenrückblick: Webstrategie, Internetstrategie, Onlinestrategie
11.03.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
Ein paar Schnappschüsse und Zitate der Woche zum Thema des Blogs…
Webstrategie: Cyberport Geschäftsführer Olaf Siegel ist in einem Interview mit der Computer Reseller News der Meinung: “Man kann nicht mit Online-Strategien offline verkaufen” und macht die Unterschiede zwischen stationärem und Internet-Business deutlich klar.
Onlinestrategie: Wie schwierig es ist, die Kunden gleichzeitig im Internet und in großen Shops zu betreuen, weiß der Metrokonzern. Erst gab es Onlineshops für Media Markt und Saturn, dann schloß man sie und macht nur noch Werbung mit den Webauftritten. Jetzt will der Metrokonzern wieder mit Onlineshops weitermachen.
Internetstrategie: Der Vorstandsvorsitzender des Springer Verlags, Dr. Matthias Döpfner, lässt einiges über die Internet-Strategie des Unternehmens wissen. “Bei Gründung oder Akquisitionen in der digitalen Welt konzentrieren wir uns auf drei Arten von Geschäften: Marktführende Inhalte-Portale, Rubriken-Portale und Performance-basierte Vermarktung”.
News Update – Best of the Day
09.03.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
Today, we keep this links list as short as possible…
Adam Singer tells us how to architect a social web marketing and PR strategy.
Ellen Davis interviewed Julie Bornstein (Senior Vice President, Sephora) about the ROI of social media – an interesting case study of a successful retail brand.
The new Apple iPad commercial shows all the features of the product in 30 seconds and with it the future of “infotainment” – and why it is better than Kindle and the likes.
News Update – Best of the Day
08.03.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
Which web tools should a company use for their b2b purposes? Kipp Bodnar created an interesting list of 10 tools that seems to be quite relevant.
Although cheat sheets are not the best way to start business processes, this one by Drew McLellan gives some nice orientation on the impact of social networks on customer communication, brand exposure, traffic to your site and SEO activities how to use social networks for business.
The new public toilet cleaning system by CWS keeps people away from bad illnesses – and habits. If you watch this funny video, you will believe me…
COCA IN BAGNO NO!!!!!!!!!!!!!!!!!GOOD VIDEO – Free videos are just a click away
The funny truth about PR embargoes
06.03.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3, English Content
Embargoes have become very popular in the PR industry with the rise of personal blog publishing. This video made me laugh as it shows the funny side-effects of embargoes…
News Update – Best of the Day
01.03.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
“Connecting offline and online is one of the biggest challenges in our today’s business world” - You might have heard my credo somewhere. Now, Willis Wee created the big social media marketing plan for those companies that need an easy visualization – looks nice to me.
How PR and social media can collide in one PR release tells us Ogilvy’s John Bell in his post “When is a social media strategy not a strategy”. Sure, I had to comment that…
The super market 10-11 is not well-known for some of my readers. With their new commercial “Always open”, which addresses their customers in Iceland, they soon will be. Isn’t it a funny and entertaining TV ad?
News Update – Best of the Day
25.02.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
What kind of advertising is better for campaign conversion for companies? Search or advertising? A recent Eyeblaster study states the combination of both.
“72% of the conversions of cross channel search and display campaigns are a direct result of the display channel while only 28% are the result of the search channel”.
And if we think a bit further, then we might ask if engagement creatives will be the most powerful future of advertising conversion? What do you think?
As mentioned in a post some days ago, augmented reality can offer great customer service or even be used as a sales tool in terms of visualizing products that people might want to buy. Lego shows how this could be integrated in the POS sales strategy…
Commercials in the 60ths have been recorded live. Should not commercials in our todays world of real-time be recorded like this? I doubt somebody can talk as professional as this car dealer today. Most of the social web workers are probably better in writing as quick as he speaks…
News Update – Best of the Day
24.02.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
The Fortune 500’s companies embrace the social web more and more. The use of web 2.0 tools continues to increase. The fastest growing tool was Twitter in 2009. This found the study “The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies”.
The key findings:
- 22% of the 2009 Fortune 500 have a public-facing corporate blog.
- 86% of these blogs link directly to a corporate twitter account – more Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs.
- 35% have active Twitter accounts (post within the past thirty days)
- 50% of the top 100 companies have a Twitter account.
- 80% post regularly on their Twitter accounts. the number one, Exxon Mobil, does not have a Twitter account.
- The insurance industry has the most Twitter accounts (13).
- 19% is podcasting
- 31% integrate online video into their blog sites
Now, compare the data with the top 100 companies social web strategies The new Burson-Marsteller Fortune Global 100 Social Media study gives some insights and shows that the use of Twitter goes up. It is the top social media platform of choice among the Fortune Global 100.
- 65% of the largest 100 international companies have active Twitter accounts
- 54% have a Facebook fan page
- 50% have a YouTube channel
- 33% have corporate blogs.
Interesting for me to see is that only 20% make use of all four platforms to engage their customers or business partners. And there are also regional differences: Companies in the United States and Europe are more likely to use Twitter or Facebook than corporate blogs. Businesses in Asia-Pacific are more likely to utilize corporate blogs than social networks.
The new MINI Countryman just launched thneir first exclusive commercial video. The slogan for their new car: Life is out there. Go live it. And once you have seen the spot you know what mmakes the difference between offline and online.
News Update – Best of the Day
11.02.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
“Markets are conversations” tells us the Cluetrain Manifesto. Let’s check some Facebook fan pages from well-known watch brands. The engagement of the audience is interesting to compare. While some manufaturers seem to have a PR channel like Tissot with less conversation happening, Omega gets the tone right and can really pick up a lot of ideas and thoughts for their marketing. And Baume & Mercier speaks in a French marketing language to their audience – a reason why not many people are talking to each other?
UK SMB companies obviously don’t embrace Twitter for their business strategy. A new study suggests that only 26% have a Twitter presence.
The old becomes new? Funny commercial from a brand that is associated with an old generation in my eyes – Old Spice.
News Update – Best of the Day
08.02.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
This news update reads like: Back to the Roots.
Skittles changes their website strategy. Not even a year ago, Skittles has chosen to set up a social media hub website against a traditional website. Last week, the Skittles site has been relaunched and ends their extreme social media outfit – just the small social network logos on top indicate their social media engagement. Nevertheless, the PR effect was and is massive for them. Just the right time to use it for the launch of their new Twitter page…
The iPad drives the media in the world crazy and has ruled the news in the last weeks. Now, a recent study (poll) shows the customer’s buying desire for an Apple tablet both pre- and post iPad keynote. The results show that before the speech there were 26% saying they DON’T want to buy an iPad and after it, the numbers has increased to 52%!
The super bowl season 2010 is over. The winner is the team from the New Orleans Saints – Congrats guys – well done! After the final the first question is: Which TV commercial was the best (see a selection on The Strategy Web YouTube channel). My vote goes to Volkswagen. It’s about a funny game (Every time you see a VW drive by, you punch a friend.), it’s carries cool characters, creates suspense and the company advertizes with the German claim: Das Auto – and not ‘the car’ or ‘the auto’. Isn’t that authentic? Back to the rootes! So, take care when I am standing next to you next time…
News Update – Best of the Day
02.02.2010 von Martin Meyer-Gossner
Kategorie: Daily Top 3
Is this a new or old way of leveraging business? Marketers are selling our social conversations, writes Jay Deragon.
The best spreaders of information in a social network are not the best-connected, says a new study by Maksim Kitsak at Boston University. Infectious information seeding is a matter of the location of the spreader as a network hub.
“The most efficient spreaders are those located within the core of the network as identified by the k-shell decomposition analysis. (ii) When multiple spreaders are considered simultaneously, the distance between them becomes the crucial parameter that determines the extend of the spreading”.
In my eyes, this is an interesting finding – but it does not make the challenge for businesses easier. Technology Review knows more.
Would you give your last shirt for a beer? The new Bud Light commercial makes us think we should… Funny? Hmm… What do you think?
