News Update- Best of the Day
30.07.2010 von Martin Meyer-Gossner
Kategorie Daily Top 3
The question for marketers working with the social influencers is often how can we integrate those opinion leaders into our marketing strategy. Just found a post with 3 tips that give some guideline on how to interact with influencers to increase your marketing output.
Social Media, well… let’s says strong relationships, will make our life last longer – the same way as if we stop smoking. This is the suggestion a long-time study by the Utah’s Brigham-Young University provides. I am glad I stopped smoking and instead using my time getting engaged in the social web discussion four years ago…
“Our social relationships are important not only to our quality of life, but also our longevity. Throughout human history, we have relied on others for survival such as protection and food, and despite modern advancements that may [help with] certain aspects of survival so that we can live more independently, it appears that our relationships nonetheless still impact odds of survival,” says Dr. Julianne Holt-Lunstad
“Our social relationships are important not only to our quality of life, but also our longevity. Throughout human history, we have relied on others for survival such as protection and food, and despite modern advancements that may [help with] certain aspects of survival so that we can live more independently, it appears that our relationships nonetheless still impact odds of survival,” Holt-Lunstad
Stats on web usage are always helpful for presentations and argumentation around getting engaged in the social web with a business. This little tool taking data from the Web Index might be of some help…
As we can read from the stats social media usage is growing in every country. England seems to be leading the crowd. This video by SimplyZetsy provides great stats on the UK grwoth…
Meine Marken – Das Milka Bekenntnis
16.06.2010 von Martin Meyer-Gossner
Kategorie Featured Stories, Offlinewelt 1.0
In zahlreichen Gesprächen und Präsentationen mit Marketingverantwortlichen habe ich in den letzten Wochen die Bedeutung der Bekenntnisse von Prosumern zu Marken im Social Web zugunsten des Referenz-Marketing und des Buzz um die Marke hervorgehoben. Auch Facebook nutzt dieses neuzeitliche Phänomen mit Fanpages von Marken, um den Marken eine Plattform auf ihrer Plattform zu gewähren, wo sie die Markenbekenntnisse in der externen Community-Cloud zusammenführen und Erkenntnisse über Gespräche hinsichtlich der Marke generieren können.
Diesem Bekenntnistrend folgt auch die W&V-Online. Sie hat die Serie “Meine Marken” ins Leben gerufen. Dort bekennen sich Branchen-Promis wöchentlich zu ihren Lieblingsmarken. Stephan Vogel von Ogilvy fährt für TWIX auch nachts noch an die Tanke, Serviceplan-Geschäftsführer Ronald Focken eher für Kitkat. Weber Shandwick Deutschland Chefin Astrid von Rudloff zieht Ritter Sport der Yoghurette vor. Saatchi-Chef Michael Samak mag Überraschungseier und Werbeprofi Thomas Kock liebt Kinderschokolade.
Schokolade ist ein gutes Thema bei Markenbekentnissen. Dem will auch ich mich hier mal widmen. Denn heute bekenne ich mich zu einer meiner Marken: Milka Schokolade. “I love Milka”! Nein, nicht die Herzen oder andere Milka Marken-Derivate. Nur die Richtige, die einzig Wahre. Die Milka Alpenmilch-Schokolade (Vollmilch). So, jetzt ist es raus.
Aber warum?
Ganz einfach. Meine Frau kam auf die glorreiche Idee, unserer Küche mehr Farbe zu verleihen. Und nun ratet mal welche… Richtig: Lila! Nein, kein Witz. Das Foto kann bezeugen, daß meine Frau wahrlich “milka-lila” gewählt hat. Ob sie das nun getan hat, damit ich mich endlich zur Marke bekenne, oder weil “Flieder” als Farbe gerade trendy ist. Ich weiß es nicht. Vermutlich eher, weil ich mir “Milka Schokolade wie Brot” einverleibe, wie sie meint. Und da könne ich mich auch endlich zu meiner Schoko-Lieblingsmarke bekennen.
Die Wand ist schön geworden. Die Küche ein kulinarischer Wohntraum sozusagen. Es werden noch zwei Designer-Barhocker gekauft (aus Gründen des Markenbekenntnisses vermutlich in weiß…). Dennoch wirkt die Wand und die Küche unvollständig.
Was fehlt?
Der Milka Schriftzug und natürlich der angemessene Schokoladenvorrat an Milka Vollmilch Tafeln.
Kraft Foods, bitte macht Social Media Monitoring. Denn auf das Social Web scheint sich das Unternehmen noch nicht so richtig einzulassen. Auch wenn es schon zahlreiche Bekenntnisse zu Milka auf Facebook gibt. Die offizielle Fanpage fehlt noch. Ebenso wie ein Twitter, YouTube oder ähnliche Social Media Engagements. Offensichtlich hat Kraft die Daten der Bekenner lieber incognito im eigenen Kuhstall statt publik in der Cloud. Die Gemeinde der Milka-Fans trifft sich derzeit in der Kuh-munity. Muß ich jetzt da noch Mitglied werden? Ich hab mich ja öffentlich zur Marke bekannt… Mehr Bekenntnis geht nicht, oder?
Augmented Reality – the future of customer service?
09.02.2010 von Martin Meyer-Gossner
Kategorie English Content, Featured Stories, Webstrategie
The customer service world around us is changing with the social web, new technologies, and especially mobile apps. The question is how much this is effecting our perspective of the real offline world around us. A new technology is evolving that is beginning to connect the offline and the virtual world from a customer perspective as it will offer some new form of customer service. The term is Augmented Reality (AR).
It is a technology that brings your visual experience and information from the web or networks together, and by doing this enriches daily situations with relevant data from the web – and in more and more cases the information provided will come from the user.
The competition for users and companies has already begun. We have augmented reality browsers like Layar, explaining us instantly which famous buildings are surrounding us. Or, another AR browser named Wikitude that starts to become one of the most-wanted AR browser apps (not only for iPhone users) and gets nominated for one award after another. With wikitude.me shops and service providers of all sorts can already use this cool service to make themselves visible in the offline world by geo-tagging their office or location with simple online entries. If somebody is new in a city, this person can find a laundry or the next wine shop much easier in the future – just by using an AR browser app.
There are products like T-shirts projecting interactive games with AR. Digital cosmetic mirrors where women in cosmetic shops can see in real-time what a new eye-liner or make-up is looking good at them without testing it in reality. Adidas will launch a series of shoes, each printed with an AR code on the tongue which give you access to an interactive game that changes on a montly basis. Is this the customer service of the future?
Now, just imagine what this technology could do for customer service in the future. Wouldn’t it be a positive effect when we get immediate feedback on health information about the food and drinks we consume?
The following short film, called Augmented (Hyper)Reality, shows us a world some time ahead, where augmented reality is part of our daily offline life. We see what the actor sees, from his own perspective, and get to know the oppotunities that AR might offer to our daily life. OK, if we agree to getting networked completely…
The interesting acknowledgement for companies will be the advertising part of the film – although in some way it might be shocking…
Spot On!
The complete overkill seems to be the massive sea of logos flooding our sight in the beginning. Although the above examples might seem an exaggerated view of a futuristic branding scenario, it gives some idea on how the world might change customer care in the future. And you never know if this will be really happening, or not. Today, this all might sound strange to us but just think about how common the use of artifical medical help is for us, or how often we use the navigation system in cars today.
And then, think about the options when combining location based advertising with augmented reality. This opens a complete new world of customer care…
Don’t you think?
News Update – Best of the Day
28.05.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3, English Content
The difference between Facebook pages and Facebook groups is…? Well, if you still don’t have the proper answer… OK, here is one of the finest explanations by Howard Greenstein that I found on the web for those companies that evaluate on smaller or bigger interaction on Facebook.
Companies still ask what the return for investing in social media is. Beth Perdue summarizes some great suggestions from experts at the New England Xpo for Business at Boston in terms of how marketing mentality is shifting. Definitely an interesting read…
Finding good case studies for social media marketing is not easy. Del Monte Foods has created a great example in just six weeks. Adage focuses a speech by Forrester Research’s Josh Bernoff. Watch it and learn from it…
News Update – Best of the Day
08.05.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3
Who are the most reputable companies in the world? The Reputation Institute released their new ranking on the popularity of 600 companies. And the winner is…
1. Ferrero, Italy
2. IKEA, Sweden
3. Johnson & Johnson, US
4. Petrobras, Brasil
5. Sadio, Brasil
6. Nintendo, Japan
7. Christian Dior, France
8. Kraft Food, United States
9. Mercadona, Spain
10. Singapore Airlines, Singapore
The Gainers…
If you want to read about the biggest losers and what your company has to when you suffer an image and reputation loss, Darren Rose. There is a lot to learn on how to increase your audience by using hash tags.
The media industry is desperately looking for social media metrics in terms of how the data could be valued form a monitoring and purchasing perspective. Now, the Interactive Advertising Bureau has released social media ad metrics guidelines for the three categories: social media sites, blogs and widgets & social media apps.
News Update – Best of the Day
27.04.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3
Are you a CEO and want to become a blogger? This eBook from Shift Communications gives some help why you might start blogging – and offers valuable business examples of companies that have set up successful social media activities.
Last week, I shared some insight in a webinar on lead generation. There I was asked how it is possible to generate leads via Facebook landing pages. Adnan Ali did an interesting case study which illustrates how it is possible to get engaged with your customers on Facebook.
Coke wants agencies to be more profitable …for Coca-Cola Co. – and pushes them towards a value-based performance. How this is meant to work describes AdAge…
“Traditionally, defining the value of an assignment has been the job of the agency, which tells its client how many people and how much time it’ll need to accomplish a given project. Under its new model, Coke will determine the value of assignments based on a range of factors including the work’s strategic importance, the talent involved and whether other agencies could duplicate the work — if they could, it’s worth less.
After those factors are used to set the value of a project, the agency’s performance and the business results that follow determine what, if anything, the agency deserves to be paid beyond its upfront costs (which, in practice, are sometimes inflated). If all targets are hit, the agency could make as much as 30% on a project; if all targets are missed, the agency won’t make any profit at all.”
News Update – Best of the Day
17.04.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3
How viral videos can damage the brand reputation of a company shown at the example of Domino Pizza in the US – Brian Solis on ‘The Domino’s Effect‘.
How the US AIR Force is using traditional and new social PR side by side – by Dana Theus on ‘Case Study: U.S. Air Force Social & Traditional PR‘
How to generate tasty food for your sales team – webinar on lead generation B2B – Join us!
News Update – Best of the Day
18.02.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3
Facebook hat seine Datenschutzbestimmungen mal eben verändert. Mitglieder treten alle Rechte an privaten Bildern, Videos oder Texten ab. Die Daten gehören „Facebook“ sogar dann noch, wenn man sich abgemeldet hat. Manche nehmen es gelassen (ironisch) und machen damit andere mobil, die in den Kommentaren auf die wahren Gefahren, Ausmaße und Hintergründe verweisen.
Die AG Social Media wartet mit einer neuen Währung für die Messgrösse sozialer Medien auf. Wie Internet World berichtet, soll bei der angestrebten Social-Media-Währung ein kombiniertes Reichweiten- und Intensitätsmaß als Index entstehen: “Die Konversations-Reichweite beinhaltet neben der primären Reichweite von Werbeträgern auch noch Abstrahl- und Mundpropagandaeffekte. Dazu kommt ein Intensitätsmaß, das abbildet, wie hoch der jeweilige Share-of-Voice bzw. Share-of-Buzz eines Kanals für ein Thema ist.”
Jetzt soll Twitter sogar schon vor kontaminierten Lebensmitteln mit z.B. Salmonellen schützen. Im Zentrum des Interesses: die in Amerika so beliebte Erdnussbutter. Wie das geht? Eine intelligente Idee der US Food and Drug Administration (FDA), die ganz aktuell via Twitter, Youtube, MySpace und Blog vor zahlreichen ‘ungesunden Lebensmitteln’ warnt. Weitere Infos zur ‘proaktiven Lebenserhaltung’ und Gefahrenwarnung via Twitter kennt ethority.
News Update – Best of the Day
03.02.2009 von Martin Meyer-Gossner
Kategorie Daily Top 3
- Vorhersagen kommen normalerweise immer am Jahresanfang. Nachzügler gibt es dennoch und sogar welche, die mit interessanten Thesen aufwarten können für 2009. Jesse Stay gibt ‘8 Late Predictions that will change the Web 2009′. Von potentiellen Neueinsteigern im Micro-Blogging Space über die führenden Micro-Blogging Networks (Friendfeed bis Twitter) bis hin zu Facebook finden sich allerlei interessante Spekulationen. Man darf gespannt sein, was sich davon wirklich einstellt.
- In der Sonntagsausgabe der FAZ schrieb Anna von Münchhausen vom in Deutschland aufkommenden Foodbloggingtrend – in den USA hat der Online-Food-Network-Trend schon lange groß ‘aufgekocht’ – siehe Beispiele hier und hier. Der Artikel ist leider nicht online, aber die guten Tipps zur kulinarischen Food-Bloggosphäre, auch Foodies genannt, wollen wir nicht vorenthalten: Orangette, Chocolate&Zucchini, Tartelette, Delicious Days, 101cookbooks und Coconut Lime. Interessanterweise verlinkt man sich als Foody offensichtlich auch untereinander.
- Das Super Bowl Endspiel ist immer ein Garant für attraktive Werbespots. Die Top Ten und dann als Abscluß noch der von Doritos – jetzt einfach mal genießen…
PS: Die Gewinner des Launch-Gewinnspiels stehen fest…
Coffee Break: How coffee companies do micro-blogging
16.01.2009 von Martin Meyer-Gossner
Kategorie English Content, Featured Stories, Social Media
It seems that a lot of companies are still thinking about using social media for their marketing and PR activities. They are monitoring, discussing and trying to evaluate why this new interactive trend could apply to their business. Now, in days like these fast decision making is absolutely necessary if companies wish not to be overwhelmed by the new communication trend: micro-blogging.
Let’s take a brief look at the coffee companies and their efforts in terms of micro-blogging. Do they run their brand account? Who is the account user? A quick test…
Best Case: Starbucks
Starbucks is surfing on the Twitter-wave for a long time now. Customers can benefit from this engagement not only with bargains. Their Twitter account also focuses on sharing interesting events and music information or teasing brand- and charity-related topics they company would like to address. Starbucks is really reaching out for client conversation. Although this might be quite a challenge when a company has more than 30.000 followers. It’s not a one-way monologue like the past common PR activities. Followers are not just entertained, they are being ‘engaged’ in a brand and the discussion around it. Starbucks has embraced micro-blogging as a new way of customer relationship management.
The fast-food company Dunkin Donuts is also quite successful with 4.300 followers and showing similar activities on Twitter.
The competitors
What happens if internal evaluation and brand discussions takes too long, can be viewed when investigating on Twitter accounts for example. Not only can brands lose out on a great communication opportunity. They might be facing the problem to get their brand account name back by either paying somebody who uses it, or will need to involve a lawyer’s help. Or do private users need to hand over the brand account for free to big worldwide brands?
Some examples of companies that have been waiting too long (or where it is quite unlikely that the companies are really running the Twitter account) …
Balzac Coffee – Gone – Dead Account.
Coffee Bean – Gone – Private User.
Coffee Fellows – Gone – Dead Account.
McDonalds – Gone – Private User.
McDonalds Cafe – Gone – Unknown User.
Nespresso – Gone – Unknown User.
San Francisco Coffee Shop – Gone – South Florida Camera Club
San Francisco Coffee – Gone – Unknown User.
Tchibo – Gone – Unknown User.
Yuban – Gone – Private User.
Spot On!
Companies need to be facing micro-blogging as a new way of client communication. Just look at a Twitter search on direct messages for @Coffee Bean and see how and in which way people are talking about this brand. Don’t we all think, the account needs to be handled and provided by the company itself?
PS: This is just a simple list that readers might be willing to expand. Feel free and comment if you find further examples.
