This infographic does an interesting job at highlighting how brands can and have used customer data to model purchase/sales driving behaviour. It will be interesting to see how brands manage through this as consumers demand transparency and expect fair business practices. One option is of course to simply defaulting to an everyday low pricing model. The other (arguably more interesting) model is to reward most engaged brand advocates. Consumers will feel more positive (and loyal to a brand) about use of their data if they trust it will benefit them with more personalized rewards that result in a fair trade off. What do you think helps consumers see the benefits of data (vs just being creepy)?
The Agency Dilema: Is it Time to Turn Back Time?
Zeller’s Final Xmas goes Social
Brilliant… for Zeller’s final season in Canada (in case you were really living in an igloo, Target are taking over in 2012) this retailer has launched a fabulous tongue in cheek campaign. Central to the campaign is a social activation that will allow customers to choose what goes on sale and what music to play in the stores over the holidays!
Here is one of the three videos that are running to get the message out… enjoy!
Is New Media meant to replace Old Media?
Consider this… with the rapid change of the online landscape, 80% of the online activities we spend time on today did not exist 5 years ago.
Have we as marketers evolved to address this rapid speed of change? Is it realistic to assume that we should have solid benchmarking and structure at a point in time where the pace of consumer behaviour change is still on it’s way up? Are we even capturing the most important metrics to deliver true insights?
Helge Tenn makes several interesting points around the impact that this should have on how we should be evolving our perspective on measuring success. Totally worth checking this one out…
3 simple ways to deliver a #facebookmktgFAIL
Coles notes: Be flashy, Focus on brand & Report on EVERYTHING!
#1) Bank on flashy apps, contests and coupons to drive engagement. According to a recent article by Syncapse CEO Michael Scissons Engagement on Facebook walls of 300 leading brands is down 22% YOY. Content needs to speak to the true brand advocates in ways that matter to resonate and drive engagement.
#2) Over or under share. Anyone who is on facebook (or any social network really) these days knows how over populated the news feed has become. Make sure you are you are not letting your advocates forget they are part of your community, but don’t over do it. The sweet spot seems to be around 5-7 times a week. The caveat is to use tools to help you keep testing for the optimal posting times for your audience over time.
#3) Speak ‘insider only’ social media KPIs. Make sure you learn from the digital 101 days where measuring everything ended up eroding the value of the medium: unique targeting and engagement. Figure out how to show true MVC value to senior stakeholders so they understand the immediate and long tail impact on the bottom line.
Thoughts? Feedback? Let me know!
Ibiza Hotel Brings FB to Real Life
RFID has been around for some time now, but despite previous outcries against it’s use due to privacy concerns it seems that this technology’s adoption is growing with social media tie-ins. Many manufacturers have been using it for logistics tracking purposes for over a decade now. It’s interesting to see it finally have some marketing use scenarios… First, Coca Cola used it in Israel’s Coke Village just over a year ago, last week, Ushuaïa Ibiza Beach Hotel (see video below) and apparently now Great Wolf Lodges have rolled it out in the US as well.
The way it works: guests receive a slim RFID wristband synchronised to their Facebook profile. Throughout venues there are various points where guests can ‘check in’, take pictures or post a status according to where they are positioned in the hotel, simply by swiping their wristband across a sensor.