Archive for the ‘ Social ’ Category

Branded Content (in Mobile)

By Chris Schaumann

Content is what we really want – Entertainment, Excitement and Education. On any screen, anytime.

The pace of change in the Advertising & Technology landscape is accelerating and new engagement techniques and formats evolve rapidly. Content and it’s fluidity should be curated to ensure it’s most wanted.

This presentation outlines my view on the latest technology trends and examples for a more digital content powered marketing paradigm.

Online Content Strategy

“Stories are both revealing and memorable.

Content strategies online demand that we quit the marketing and corporate speak and start telling stories.

People don’t want to hear corporate-speak about your company, product or service, they want to hear actual stories about how your customers are doing better by doing business with you!
A hiring process called Targeted Selection

One of the keys to the interview process with a new candidate was asking open-ended questions that required the candidate to tell a story. The reason was because it was a lot easier to get people to reveal their honest answer when you asked them to describe the entire story rather than ask them a yes or no question.

Here’s an example:

  • Do you work well with tight deadlines? Answer: Yes
  • Storified… Can you tell me about a time at work where you had a number of very tight deadlines that were going to be a challenge, or perhaps impossible, to make? Answer: A story that you could ask additional details about.”

storytelling-vs-corporate-speak-v3

via Infographic: Storytelling versus Corporate Speak | Marketing Technology Blog. Inspired by Steve Clayton

Related:

Trends, Opportunities & Nokia’s Digital Success Story

5 questions with… – iMediaConnection.com

new-marketing_1

How has the explosion of video and social platforms influenced your marketing investments and strategic priorities?

  • Know your customers
  • Exceptional ROMI especially from Video Ads
  • Deliver that successful storytelling format on Online Video Networks
  • Harness the ability to continue the engagement with consumers post-view

Video LumaScape 2012

How is your investment in video changing your relationship with media owners and agencies?

  • The creation and curation of content is critical
  • Deliver meaningful engagement, rather than just reach and frequency
  • Cost per Engagement and Completed Views are important

101102-dmscott

Where does programmatic fit in Nokia’s video marketing strategy?

  • One of Nokia’s Digital Media Pillars
  • now increasingly with video

IAB Spain - Programmatic Ecosystem

 

To what extent does the rise of digital and social media change the skill set of a Nokia marketer?

  • Data-driven, always on and engagement focused
  • Global digital transformation roadmap with training, workshops and self-help communities

God and Data

How is Nokia’s product development supporting the rise of mobile video and better connectivity?

  • Great smartphones and experiences for under £100
  • Quality of the cameras with optimized image stabilisation shooting video unrivalled HD quality
  • 4G to ensure bandwidth and with clever apps like DataSense

Nokia Portfolio

Santa brand book

Santa brand book

“If you were in any doubt about Santa’s brand values, this brand book will put you straight. I believe every child from the age of 3 upwards should be given this to read and learn off by heart.

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“Santa is a Concept, not an idea. It’s an Emotion, not a feeling. It’s both Yesterday and Today. And it’s Tomorrow as well.” This is a stupidly awesome idea by the Quiet Room.”
The Belief Vortex – Competitive Analysis:
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Body Language Guide – USG Unique Selling Gestures:
santa-claus-brand-guidelines-04
Merry Xmas!
Chris

The Solution Economy

Co.Exist | ideas + impact

“How Business, Government, and Social Enterprises are Teaming up to Solve Society’s Toughest Problems.

The companies working to better society and the planet are creating their own economy, but it’s up to us–and our governments–whether or not they succeed.

Imagine the world if we were able to double, triple, or even quadruple the number of problem solvers, the diversity of solutions, and the scale of social impacts. Imagine if every government emulated NASA and opened up its toughest challenges for the world to solve.

Capture[Video]

We’ve started down the road to such a world. The solution revolution is a reality–and it’s growing. It grows to fill the space it’s given

  • certain regions offer habitats more hospitable for a robust solution economy than others
  • governments provide room for creativity
  • building the institutions necessary to grow the social economy
  • businesses embrace new measures of value
  • build social outcomes into business practices
  • investors trust alternative currencies of return
  • an act as free and simple as changing restrictions

Some factors important to the solution revolution are more cultural and resist change. These range from citizen expectations of the role of government to societal attitudes on business failure and risk.

The Solution Economy

Collaboration is not just helpful, but essential, for true progress.”

The Power of Hackathons – A roadmap for sustainable open innovation.

Real-Time Marketing

6 Steps to Real-Time Marketing – Dachis Group

Real-time Marketing (RTM) is “on-the-fly” participation by brands in the events, topics, and ideas trending at that very moment among target audiences online.”

According to a eMarketer report, 53 percent of the marketers surveyed plan to make greater use of real-time data in their 2013 marketing campaigns.
use-of-real-time-data-in-marketing-campaigns-in-20131

A comparison of 2010 stock prices reveals that, on average, the publicly traded Fortune 100 companies that engage in real-time communications beat the S&P 500 stock index while the others, on average, underperformed the index.
101102-dmscott
“In order to become more real-time, brands must build the workflow and business process to efficiently and effectively execute on marketing tactics in a matter of hours – not days. This is a substantial transformation.

The 6 Steps to Real-Time Marketing

  1. Trend Identification – Identify and select trends for brand participation.
  2. Content Creation – Create brand appropriate content for real-time insertion.
  3. Brand Approval – Enforce brand standards and legal requirements. Approve content for distribution
  4. Content Publication – Schedule and coordinate real-time marketing tactics
  5. Content Moderation – Monitor community response, engage with positivity, deflate negativity
  6. Measurement – Measure performance of real-time marketing tactics. Generate reports and insights to aid optimization of future efforts.

Stage-of-Real-Time-Marketing-Dachis-Group

True real-time marketing should also be oriented at the specific conversations of target audiences that are most important to a brand. Attempting to participate in general trends is great, but global trends are a crowded and noisy place – as we saw with the royal baby conversation. For every one Oreo tweet from the Super Bowl blackout, there are 100 attempts at real-time marketing that disappear without a sound (or a re-tweet).”
Oreo-Royal-Baby-Tweet

Addition, 29.09.2013: The most re-tweeted post from a Brand…EVER! 40k retweets and counting…(famous Oreo SuperBowl Light-Out Tweet has less than half):

Nokia Twitter Apple Realtime Marketing
Examples of bad RTM.

To get more details on how to implement real-time marketing in your organization, download this Dachis Group whitepaper here.

TV the Future?

“Microsoft’s new video game console, the Xbox One, made its long-awaited debut last month. The real story here isn’t about video games, though.”

“Instead of seeing your cable company’s clunky on-screen menu system, you get a new guide … that can can recommend shows and let you change the channel using your voice” – CNN

…while seamlessly switching to through your life of:

  • Internet (Facebook…anything really)
  • Television
  • Music
  • Movies
  • Gaming Console (the One)
  • Apps
  • The Cloud
  • HD Video Call

…instantaneously!

Your hands will do the essential tricks.