Monday, February 28, 2011
It might not be the newest social media marketing campaign, but it is working, and it is still on. But let’s face it: Pepsi with its Pepsi Refresh Project has made a great job.
Pepsi, thanks to its website http://www.refresheverything.com/ is offering the opportunity to visitors to submit on idea. Then the community votes for the ideas it prefers, and every month, the best ones are financed by Pepsi.
The concept has two great advantages:
It boosts Pepsi’s presence in social media. It helps the company to bond with its customers. Pepsi now counts 3 millions Fans on Facebook and 60 000 followers on Twitter.
Brand equity: Pepsi acts as a responsible brand, which helps the community. I am sure that it has been very powerful.
What do you think about it?
Friday, February 25, 2011
I am a Foursquare evangelist. I love the service and I can clearly envision what kind of usage people might have, and what interest companies might have.
I read a very interesting article about Foursquare, and how it could potentially influence shoppers.
The idea is that Foursquare is the best tool to trigger the decision of a shopper to come into a store. Foursquare has a lot of feature which helps customers making a decision:
- Of course discounts
- Tips and to-dos
Mobile is the only device that has ever been empowered to do so. This is the reason why it is very interesting to see the rise of Foursquare, and to see how it will work. Also, what would be very interesting would be to get data from Foursquare. I don’t know if the company has a lot of them, but it would be very interesting for a company to know how the check in process happen, and also the search approach of customers while checking in.
What do you think about it?
Thursday, February 24, 2011
What is new is that you have 3 weeks to spend it. And this is what is interesting in terms of CRM. Indeed, it aims customers to come back, and to buy more often. Hence it is totally completing its customer relationship management goal.
Now it is not sure it will work: If customers tend to buy a product in more than three months on average, maybe they would be reluctant to actually pay attention to their money. I don’t actually now what is the average frequency of purchase on Eay.
What do you think about it?
Tuesday, February 22, 2011
Couple of weeks ago I visited the Foum E-Marking in Paris. As I have said in a previous post, I have been pretty deceived about the fair, as I did not see much innovation whereas the market is constantly evolving, toward more social media. @joelbirch said on Twitter it was both funny and scary, and I must agree.
I found this very interesting article on social media.
It is very interesting for 2 reasons:
- It explains the reasons why Ben & Jerry’s shifted from email to social media strategy.
- It is an example of a food company using social media, which remains rare.
Now Ben & Jerry’s count 1,3 million fans on Facebook. Nevertheless, some customers are not happy as they would rather receive offers via email than logging in Facebook.
In terms of customer relationship management, social media offers a great opportunity to bond with customers. But in this specific case, it is bad the fact that Ben & Jerry’s is ignoring a large part of its customers.
On the company’s side, there is one thing which needs to be seen: Emailing are pushed marketing campaign, while social media is pull: That means it does not exactly respond to the same problematic…
Now, does it mean that emailing is dead?
Some people are really thinking it might. In a rea with other media of communication like Facebook, Twitter, Instant messaging, it is difficult to picture the future of emailing. Now, of course, I know that a lot of people will say that over time no communication media disappeared, they tend to add up. But emailing might be considered as a part of microblogging activities (this is just a thought).
Emailing, on the company’s side has great strengths: It is easy to get data and measure the return on investment it might get.
Social media may also be a “push marketing” tool, as updates are getting inside fan’s data feed.
I believe that Ben & Jerry’s decision might be a little bit extreme, and emailing still has a bright future ahead of him, for at least couple of things. But it is very interesting to see how Ben & Jerry’s are using this new medium.
C’est la raison pour laquelle j’ai décidé, une fois n’est pas coutume, de faire une série de trois articles afin d’exposer les grandes nouveautés que nous avons pu voir lors de cette événement.
Et l’événement est de taille. En effet, la Caisse d’Epargne avait basé depuis plusieurs dizaines d’années sa communication sur l’effigie de l’Ecureuil, animal attachant et symbolisant la mission d’épargne qu’avait la société. D’ailleurs, les différentes campagnes de la Caisse d’Epargne ont reçu de nombreux prix de publicité pour leur qualité.
Mais alors, pourquoi changer ?
- Parque qu’après plus de 10 ans de saga animalière, le temps du changement était venu. Il fallait retrouver du sang neuf alors qu’on avait fait le tour du sujet.
- La Caisse d’Epargne a changé : De nouvelles activités ont été rajoutées, notamment dans le btob, et ainsi, le discours de la saga animalière était devenu trop loin des attentes de ces nouveaux publics.
- Regarder avec un oeil neuf la Caisse d'Epargne
- Pouvoir segmenter la nouvelle identité en fonction des typologies de clients: Grands groupes, pros, particuliers, etc...
- Créer du silence du calme et de la sereinite pour faire passer le message.
De plus, la Caisse d'Epargne va aussi revoir sa stratégie dans le hors média, en s'impliquant dans le mécénat culturel, en misant plus sur la musique que sur le sport (domaine où elle était très présente).
Sunday, February 20, 2011
But this medium remains for a lot of marketing departments a land to explore, and misuse is common. I was reading the great blog of Mickael Guillois, French expert in digital marketing, which was writing about the issues French retailer Kiabi experienced with its Fanpage.
Hence, Mickael, in order to avoid these kinds of trouble, gave us 3 great advices to prevent it to happen:
- Don’t use your wall to create a campaign/game. You should rather create a specific tab to display it.
- Specify clearly on this page that Facebook is not participating in the game.
- Respect the country’s legislation.
Hope it will help you…
Friday, February 18, 2011
Here are the main ones I have got:
- SEO benchmarking: One of the main trend in managing SEO will be to look after your competition. Now that the market is getting mature, strategy will have a key role. Some companies may hence focus on flushing the keywords, in order to get a lot of traffic and drive sales, but some others are focusing on having a high return on investment. Depending on your competition’s strategy, you should adapt yours in order to be more efficient.
- Google Speedy: I did not know much about Google Speedy prior to the conference. Speedy aims to run faster search for Google. And it will change the way Google approach web pages, and therefore, it will have an impact on the way you will conceive your codes, to be well ranked. Speedy is at an early stage, but like always with Google, it should move fast.
- Google Preview: Google preview is a new feature of Google, which I actually use a lot, especially on my chrome navigator. It allows you type a keyword and instantly you can see propositions of keywords. It speeds up the way you search. And hence, it influences how searchers are looking for information. Therefore, the value of keywords will change, because it will be influenced by the new results Google Preview is going to provide.
Google Products: Google products aim to ease the searching process of e-buyers, by providing a large outlook of which e-merchant propose what product.
- Devices: A lot of devices are now equipped with the Internet. Of course, the mobile Internet is going to rocket within the next few years, but also TVs and tablets are empowered with the Internet. And those new devices, and the way we interact with them is going to change the way we are surfing the Internet. And hence, we may see new results showing up, different from the ones we have right now. It may also change the query, with the need of more local information than right now. Maybe Google is going to integrate Foursquare results in its results, as it did with Twitter?
What is sure is that SEO remains an art, and 2011 will see a lot of new things showing up.
What do you think about it?
Wednesday, February 16, 2011
I found couple of months ago this very funny movie which tells the story of the last advertising company, as if it was an en danger specie.
As a blogger, added to my entrepreneur mentality, I like to create things by my own, and I master all those tools which allows you, for free or for cheap, to design great communication tools. But I must disagree with this person. I don’t think that we will see the end of those agencies soon. Sure that those of them which are not able to manage the great shift which is occurring to the Internet sphere, on mobile phones, social networks, geolocalization, augmented reality, they will disappear without any question. But our world is ruled by communication. And more and more we’ll need to have experts to advice us on how to do.
Hence, one of the key added values of those companies is the department of media planning, which helps define the new consumption trends, identify the strategy of competitions and so on. This department will become more and more important as the communication will become difficult as the number of communication channel is multiplying.
Therefore I don’t think advertising companies will die, if they succeed in thriving on social media and new communication tools. They should focus their expertise on communication in overall.
Also, one of the thing they should change, is the way their pricing method: They should be more focus oriented, now that communication channels metrics are getting sharper and sharper.
What do you think about it?
Tuesday, February 15, 2011
Friday, February 11, 2011
Not a lot of cases studies exist in mobile commerce sites which are actually profitable. But couple of days ago, I found this very interesting article. Domino's Pizza Iphone application generated $1.3 millions in sales!
“The challenge was to create an app which made it easy and fast to order a pizza, but at the same time offered something more to engage users and reinforce the personality and key attributes of the Domino’s brand,” said James Millett, multimedia manager at Domino’s Pizza.
“Our Web site is already optimized for mobiles but we wanted to make it even quicker and easier for customers to get a piping hot pizza, wherever they are,” he said.
The applications lets users find the closest Domino’s locations and pizzas can be customized by pinching to resize the size of the pie and choosing from a variety of toppings.
Additionally, iPhone users can enter to win money off of their next order by popping their pizza in the oven and swiping or blowing away the steam to reveal a code.
While Domino’s is preparing the actual pizza, customers can keep tabs on its progress with the real-time pizza tracker (OK, in my opinion, this part might be a little bit too much...).
The application also includes a pizza slot machine that lets customers shake their phone and randomly choose from Domino’s 75 million combinations of base, sauce and toppings (it is a cool feature, but wouldn't it be awesome also if you could check what people are ordering at the same time on Twitter? Could turn the app a little bit more social!).
Here is a video showing you how the application actually works.
Wednesday, February 09, 2011
A lot of hope is based on the Ipad format, in order to give a lift to newspapers and books
sales. The Ipad has all the features required to improve a lot reader experience.
And some companies already seem to take advantage of it. Disney recently announced it
sold 1 million book apps on Ipad, Iphone and Ipod Touch. Disney have 9 book applications
available on the Apple’s App Store, and all of them have been in the top 10 of paid book apps
since the Ipad was released in April 2010.
You may click here to get further information.
It isinteresting to see success on the Ipad. It seems that what brought success to Disney’s
book is that it fully used the potential of Ipad: "This app was such a delightful surprise, full
of color, audio, songs and movie clips! It's easy to follow with a great voice that reads to you,
easy to flip pages, and a true delight that really engages the reader and keeps you entertained.
There are lots of little extras, including coloring pages and songs with lyrics to read-a-long,
and you can touch some of the pictures on the page to get an audio clip from the movie.”
- Site mobile pour consulter ses comptes
- Application Iphone, puis Android
- Nouvelles campagnes de communication, avec une nouvelle charte, mais aussi l'abandon de la figure populaire de l'écurueil.
- La possibilité d'avoir un numéro de téléphone non surtaxé pour accéder à son agence (oui cela parait irréel, mais ce n'était pas le cas avant).
- Il est très facile de mettre des catégories aux différents achats. Par contre, j'ai l'impression que le nombre de catégories est limité, ce qui est dommage: Pourquoi devrait on limiter le nombre de catégories?
- La partie analyse reste un point faible, mais le graphique sous forme de camembert est plutôt bien fait, et permet une lecture facile des postes de coûts.
- Il est vrai que le fait que ce soit un écran tactile permet une interaction facile avec l'application.
- Concernant les catégories: Ne pas limiter le nombres de catégories, laisser à l'utilisateur la liberté d'en créer autant qu'il en a besoin. Par ailleurs, il faudrait permettre de créer des familles au dessus des catégories, pour rendre plus facile la partie analyse.
- Concernant l'analyse:
- Au lieu de privilégier les graphiques sous formes de camembert, qui permet de voir une situation fixe, il vaut mieux y avoir des graphiques de types "courbes", qui permet d'identifier l'évolution dans le temps.
- Il faudrait avoir aussi une partie analyse sous tableau, qui permet de voir les évolutions en % et en valeurs. Cela permet de voir si sur le mois on est dans les clous.
Monday, February 07, 2011
Foursquare has released a new business section on its website. Its goal is to explain how Foursquare uses and how brands may use it, with detailed examples.
I invite you to visit it here.
From registering your point of sales, to creating badges and following people, everything is explained.
I find the section very interesting, clearly understandable. The only thing I regret is that they could have added up a forum for people to ask questions.
What do you think about it?
Sunday, February 06, 2011
Saturday, February 05, 2011
I think I found what my next car will be. It is called the Mini Cooper Connected and it seems very promising. You will find here a video showing you out why.
Thursday, February 03, 2011
Wednesday, February 02, 2011
Mobile handhelds are becoming the center of a new hype. Smartphones sales are skyrocketing, new technologies allow the mass market to use the Internet at a high speed, and no one can possibly doubt mobile will be the next trend to watch.
- To be informed: Read articles on the web, download some newspapers applications
- Useful applications: Find a restaurant nearby, consult a bank account, prepare a shopping list.
- To have Fun: all the video games which exist now.
"A new study by UK-based smart buying clubGlamoo suggests that 44% of Brits will use their mobile phone to buy and send gifts this Christmas.
Sampling 4000 people, the survey found that a third of respondents would use their daily commute to complete a shop for goods and services on their mobile, whilst 42% said they would take advantage of being a passenger in the car to complete their shop."
What is interesting to see is the advantage mobile commerce would deliver: Being able to order in any situation, which is not yet the case of the Internet. But I believe that the main challenge for mobile commerce will be to provide a nice interface which will help the customer to find the products he wants with ease.
What do you think about it?
Tuesday, February 01, 2011
Customer relationship management is a complex art which encompasses several different activities, and several different media. And most of the time there is a fundamental part which is left on the side, whereas in my opinion it is probably the most important one: employees.
- "You can't expect your employees to exceed the expectations of your customers if you don't exceed the employees' expectations of Management" Howard Schultz, Starbucks
- "Businesses often forget about the culture, and ultimately, they suffer for it because you can't deliver good service from unhappy employees". Tony Hsieh, Zappos.