Cloud Marketing Original Thinking by Norm Johnston
Contents 01. neW old Media 02. tHird liFe 03. Meta Men 04. MrC 05. transForMers
T here has been much talk over the past year about the Cloud. For those of you not familiar with the idea, the Cloud is a term coined to describe a future Internet that acts as a repository for all data, content and applications and is Meta Men: If you think you have a lot of data now you haven’t accessible from anywhere and from anything, including the seen anything yet. Marketers will need people, processes, proverbial kitchen sink. tools, and plans for this coming tsunami of digital data. Most of the chatter on the Cloud has been around computing; Managing Real-time Customers: In dynamic environmentsintroduCtion witness the recent Microsoft Cloud Computing advertising such as Facebook and Twitter, marketers will need to manage campaign. customers in real-time in order to build greater advocacy and sales in an increasingly socially-networked and influenced In contrast, this booklet provides you with some insight into world.Five key Cloud Marketing trends what we think will be the key implications for marketers. We’ve identified five key Cloud Marketing trends, which are Transformers: Marketers will have an unprecedented all explained and exampled in the following pages. opportunity to transform their advertising by mashing-up and creating new forms of Cloud content and applications New Old Media: in an IP-enabled world marketers will need to that provide real value to customers. rethink how they approach today’s old media. TV in particular will go through a major change as it begins to function and The Cloud can sometimes feel very Star Trek, but remember feel more like today’s PC Internet experience. it is real and happening now. Dave Evans, Chief Futurist at Cisco recently stated that there are already thirty-five billion Third Life: mobile, “the third screen”, will increasingly be devices that are connected to the Internet. He estimates used to layer the Internet’s virtual world into our real world. that there could be a trillion in the future. So tap into your Marketers will need to think about their presence in and use inner nerd and enjoy this tour through the Cloud and the of this new augmented and interconnected environment all exciting opportunities for you and other marketers today and around us. tomorrow. Introduction
I love TV. There, I said it. It actually feels rather good, particularly afterneW old Media fifteen-years persuading clients not to focus on TV. I can already hear the cries of “Judas” amongst my fellow digital folk. However, before throwing me into the IAB dungeon, let me explain: in theTV Re-invented next few years TV will be one of the most dynamic and exciting areas of the digital business. Bear with me.
First, the demise of TV has been greatly exaggerated. According to a recent Forrester research, European teenagers (of all people) watch more TV than any other media channeltV PrograMs – 10.3 hours a week. UK BARB data indicates that we are watching one more hour of TV every week than 10 years before. What happened? Fragmentation has helped via more and better programming options. Even the dreaded PVRare tHe seems to increase TV viewing consumption: 18% according to Sky. V eT l Perhaps more importantly, media consumption is no longer Go og a zero-sum situation. A few years ago you had to make ano.1 toPiC physical choice between watching TV and surfing the Internet; your clunky-old PC was often in another room. The ubiquity of wireless broadband and mobile now enables Which brings me to the second reason I love TV; the old punters to watch TV and surf the Internet at the same time. enemy is embracing the Internet itself. TV broadcasters,disCussed on Thus a new love affair has been formed between old and new manufacturers, and a gazillion other players are scrambling media: TV programs are the number one discussed topic on to bring all of the advantages of today’s Internet to the TV of Facebook. tomorrow in the hopes of reversing the shift of ad spend back to TV. In the UK, Sky and Canvas are building momentumFaCeBook. So TV viewing is alive and well, but what about TV behind their respective systems. In the US, several cable advertising? Well, that’s another story. While PVR’s increase companies have banded together under Project Canoe TV program consumption, it also leads 91% of US moms to roll-out an addressable digital TV platform. Best Buy is with the technology to skip the ads. TV also has some stiff pimping LG Internet-enabled TV’s and generating new competition from that pervasive new kid on the block, the revenue streams by directing customers to video on-demand Internet. So the TV industry has wisely embraced an old sites. WPP, Microsoft, Apple, and Google are all investing in proverb: if you can’t beat them, join them. various hardware, software, and partnership models. New Old Media
Will tHis tV Will Be intelligent. Your TV experience will be personalized and customized withFuture tV programs, applications, branded content, and old fashioned advertising all based on your personal preferences. Think Sky+ mashed with MyYahoo powered by Amazon’s recommendation capability.internet Be tV Will Be on-deMand. All audio-visual content (TV, film, etc) will be available for your instant-viewing pleasure. You’ll just need to searchtHe saMe as XBOX Kinect for it, just like on YouTube. Linear viewing will still exist, particularly for live events, but will no longer dominate as o d em it does today. Some on-demand content will be exclusively nc Kraft TV Kitchen Sy sponsored by brands, or even developed by brands who aretodays PC no longer constrained by old linear program formats and Will this future TV Internet experience be the same as models. today’s PC Internet? Yes and no. tV Will Be addressaBle.internet? tV Will Be Hands Free. Brands will precision target specific households based TV will no longer be burdened with remote controls. on demographics and behaviour across digital devices; Nintendo’s Wii is radically adapting how a generation consumers will see a new TV ad based on what they’ve of kids interact with the TV screen. Don’t believe me? searched for on their PC or an application they used on theiryes & no. Just spend a few minutes with Microsoft’s Xbox Kinect mobile phone. Like online banners, the much-maligned to see how motion sensors and voice recognition will 30-second “TV spot” will survive, albeit more targeted and fundamentally change the TV experience. less fundamental to the creative experience. New Old Media
Will it Be tV Will Be e-CoMMerCe enaBled. Your household data and credit card will be stored in yoursMootH set-top box, thus enabling you to simply buy, sample or o act on whatever product ad you see during your TV viewing de m nc experience. Content will be tagged so via your TV you can en Sy itch immediately add all of the recipe ingredients from the latest TV Ksailing? Kraft Jamie Oliver show to your weekly Tesco shopping basket. Will it be smooth sailing? Not really. tV Will Be soCial. Malthusian industry cynics will say it will never happen.not really. Programs will be shared and recommended amongst friends while conversations about politics and sport, previously Kool-Aid fuelled digital shysters will lead clients into confined to the PC or the pub, will be accessible, right there doomed, widely-optimistic excursions. Walled-garden on the screen. strategies will fail. Start-ups will earn headlines one day, and go bankrupt the next. Clients will test, retreat, and test again. Agencies will struggle to manage more real-time tV May Be Free. digital data. Creative egos will be bruised by social networks Imagine a credit card company paying a premium member’s filtering out their precious ads. Just like the old-new media annual cable bill in return for exclusive advertising rights to of the PC Internet, the new-old media of the TV Internet will that household. surely surprise, frustrate, and delight us in many ways. New Old Media
Case studyHeinekenShanghai aTP TenniS TournamenTiPTV VirTual channelMindshare shanghaiOur Mindshare Shanghai office recently worked withHeineken to help them launch one of China’s mostsuccessful IPTV projects to-date. Mindshare workedextensively with SARFT and SMG, Shanghai’s leading IPTVnetwork and China’s second largest media conglomerate, todevelop a sophisticated interactive platform that enabledcustomers to fully experience Heineken’s sponsorshipof this major tennis tournament. From their normal TV Photos from the Heineken ATP Tennis Tournament in Shanghaiviewing experience, consumers could access a Heinekensponsored virtual channel, which included on-demand videocontent of tournament highlights, an interactive game, thelatest scores, as well as special Heineken promotions andmerchandise. Heineken’s virtual channel was supported byTVC’s targeted in playback and video-on-demand as wellas interactive promotional banners on the EPG. On averageconsumers spent 10 minutes engaging with the bespokeHeineken IPTV channel playing games and watching videofootage, significantly and cost-effectively increasing thebrand’s reach, engagement, and results from what a normalTV campaign would have delivered. ATP1000 New Old Media
Last weekend I took my three young boys to the Tate Modern Gallery for a quick tour of some thetHird liFe world’s best modern art. My plan to disperse some cultural wisdom was quickly quelled by their surprising knowledge of various obscure pieces of art. It was only later that I realized that theyThe merging of the real and virtual worlds had “borrowed” my Google Nexus One phone and had cleverly deployed Google Goggles to dazzling effect.
Google Goggles is remarkable for more than just its abilityseaMlessly to do visual searches; Goggles is yet one more example of how the Internet is going through a massive transformation. At the Tate my kids didn’t “log-on”, type a single word, or even follow a Web link. For them the Internet was simplyCoMBining there: all around us, in the air, up in the clouds, and easily accessible via dad’s Nexus phone. Google Goggles is one small example of how the Internet has been freed from its previous constraints of keyboards, the World Wide Web, andtHe real PC’s. tHe internet Has Been Freed FroM its PreVious ConstraintsWorld WitH Google Goggles in action oF keyBoards, tHe World Wide WeB, and PC’s.tHe online Google Goggles is a clever little application that enables you In fact it is becoming increasingly hard to determine what to simply take a photo of anything from a landmark building is offline and online anymore. Google and many others are to a painting. Google then matches your photo to a vast in the process of seamlessly combining the real world with image database and voila you get a detailed explanation the online world into something entirely different. SoonWorld. of exactly what you are viewing. It may sound of passing the Internet will be embedded into and weaved throughout interest to most brands until they realize Goggles can also everything and into everyone; an indistinguishable mashing be used on bar codes, logos, and products; and instead of of your real physical first life and the Internet’s second Frida Kahlo, the user could get product reviews, pricing virtual world into a “Third Life”, a new space brought to you comparisons, and any “likes” from your social graph. by that third screen, the mobile phone. Third Life
Loo ptMiCrosoFt ge o- oc l t io a nt oo l Microsoft are not satisfied with only three dimensions;are not they are experimenting with time. Microsoft’s Bing Maps enables you to time travel by viewing superimposed historical images on to modern views. Leave it to Google to respond with Historypins, a tool that allows you to “pin” oldsatisFied Google Maps History Pin photos on to modern day surroundings. Imagine taking an historical Victorian era walking tour around London wearing your physical Google Goggle glasses, which will seamlessly n Pi y or sH ist integrate ancient photos of horse and buggies into the real p Ma physical surroundings before your eyes.WitH only gle Goo However, it is not just objects being integrated into Third Layar, an innovative Dutch company, has created an Life. The recent wave of geo-location tools like Gawker augmented reality application that lets you get useful Stalker, Foursquare, Loopt, Facebook Places, and GoogletHree information on your physical surroundings via your mobile Latitude let you virtually track your friends’ physical phone. Simply look through your mobile and you’ll get locations; essentially tagging, indexing, and mapping your virtual signs, images, and data layered on top of your real social graph on to Third Life’s grid. If you’re having trouble surroundings. This virtual Layar will help guide you to local recognizing someone you can also try new face recognitiondiMensions. restaurants, stores, and banks. Both General Motors and Ford technology. Think Goggles for people. Apple recently are integrating similar augmented reality technology into acquired Polar Rose, a company that will enable you to take their windshields so your GPS directions will be layered on a photo of someone and pull up their Facebook or Linkedin to the road in front of you, as well as pointers to your local page. The Astonishing Tribe from Sweden are developing a Burger King or HSBC branch. similar Android application called Recognizer. Third Life
Most battle particularly amongst Microsoft, Google, and Apple. Brands need to begin to understand this new world now or cem risk getting caught on the back foot just like the early days e Ker of the World Wide Web. ithMarketers w ge sta on m in g What can they do now? or p erf a Kit First, they need to experience and comprehend Third Lifeare not eVen Another blurring between the real and virtual worlds took and the implications of these technologies. Simplistically, place in Turkey where Mindshare worked with Kimberly- what do you want to appear when someone Google Goggles Clark’s Kotex to develop an innovative campaign featuring your brand, icon, or products? What data, messages, and a virtual rock star called Kita. Teen girls could interact with promotions can you add to Layar to ensure your brand isaWare tHis Kita everywhere from Facebook to Twitter. However, in the best positioned in this blended real and virtual environment? ultimate Third Life experience, the virtual Kita made an How can you better activate your own offline brand assets appearance at a real world concert. The very unreal Kita was – posters, print, stores – to build positive advocacy and beamed on to a very real physical stage where she performed incremental reach in Third Life? For example, in Belgium, a live duet with Kerecem, a well-known Turkish rock star. Kita Mindshare worked with Nike to enable consumers to useBlended real is not alone. Groups like Gorillaz are also holding virtual, real their mobile phone to “Like” its products via QR codes and world concerts. “Like” icons on their outdoor advertising. In Israel, Coca-Cola used RFID chips embedded into bracelets to let participants Brand marketers may be scratching their heads at this “Like” various attractions at a marketing event.and Virtual stage. Most are probably not even aware that this blended real and virtual world even exists. It is indeed early days, So the next time your children start gawking through their and Third Life manifestations such as augmented reality are mobile phone just keep in mind that they may be seeing very young and nascent. However, the next few years will see something quite extraordinarily different from you. WhileWorld exists. a rapid maturity in and adoption rate of these technologies; Third Life may be invisible to most of us, it is most definitely in particular as smartphone penetration rates go up, which a very real, virtual growing world full of opportunities for as will be fuelled by the on-going mobile operating system well as threats to brands. Third Life
Case studynikeWriTe The FuTure augmenTed realiTyMindshare MuMbaiIndians are absolutely fanatical about cricket, which has 60,000rapidly become the country’s favorite sport. In 2010 Nike ConsuMersneeded to devise a creative way to break through this cricket Wore tHe Jersey oF tHeir FaVourite FootBall Playerclutter to get Indian teens focused on football and theirinternational sponsorship of players like Wayne Rooneyand Ronaldo, particularly given the upcoming World Cup inSouth Africa. Supported by insights into young male teensand their use of mobile phones, our Mindshare Mumbaiteam developed an innovative mobile marketing programthat enabled sports obsessed fans to virtually try on theirfavorite player’s jersey via augmented reality at Write theFuture zones across shopping malls in cities like Mumbaiand Delhi. Over 60,000 consumers “wore” the jersey oftheir favorite football player, and more importantly mostshared it with their friends on social networks like Orkut andFacebook, thus multiplying the program’s reach by over fouramongst a difficult to audience to engage. Augmented Reality Mock-up Third Life
For the first time Mindshare’s digital talent has surpassed our traditional talent, if even aMeta Men distinction exists anymore. In short, we have far more geeks than ever before. Fun geeks but alas folks who tweet endlessly, debate the merits of Flash versus HTML5, and bond over meta-tagging strategies. Within a few short years we have gonePreparing for a 35 zetabyte world from Mad Men to Revenge of the Nerds. Welcome to the age of Meta Men and Women.
“tHe aVerage indiVidual Currently Passes 3,254MindsHare PieCes oF inForMation into a dataBase eVery Week ”Has Far Of course this is only the beginning. Over the next few years there will a huge demand for these skills as the world becomes ever more connected to the Internet. In effect,More geeks everything and everyone will become part of “the Cloud”, the name often given to this ubiquitous Internet of the future. Devices such as TV’s, mobile phones, and eReaders will mean great chunks of previously analogue content will now be available online. Everyday products such as milktHan eVer Kraft RFID Tag cartons and Pokemon cards will get connected via RFID tags; the German government predicts the number of RFID tags in their country will go from today’s 86 million to 23 billion by 2020.BeFore. “eVerytHing and eVeryone Will BeCoMe People will also continue to expand their digital profiles leaving more useful and inane data on their every movement, Facebook “like”, purchase, and behaviour. The average individual currently passes 3,254 pieces of personal information into a database every week, a figure that will Part oF tHe Cloud” surely increase as the Facebook generation grows older. Meta Men
All of this means data and more data. Vast amounts of data. In total our bespoke targeting technology has over 900 EMC estimates that the digital universe of data will increase consumer data variables that can be used to optimize, to 35 zetabytes, or 35 trillion gigabytes. At the moment we frequency cap, de-duplicate, and analyze all advertisingat tHe are only generating a measly 1.2 zetabytes, just enough activity in real-time based on advanced attribution data to fill a stack of DVD’s from the moon and back or the modelling and ROI analysis. Importantly we only use non- equivalent to the amount of data that would be generated personally identifiable information. In others words, the by everyone in the world posting messages on Twitter consumer remains anonymous throughout the process. continuously for a century. So what can you do with only 1.2MoMent We zetabytes? The answer is a lot. “35% oF CoMPanies reJeCted For a start marketers can now target specific audiences better than ever before. Mindshare now has bespoke technology aPPliCants BeCause oF WHatare only that enables us to aggregate a user’s behavioural data across tHey Found on FaCeBook” the Internet thus pinpointing very specific audiences and their purchase states. So rather than just buying specific media sites our team “buy” a target audience across all That last part is worth noting. For with all of this data comesgenerating media networks and then use the behavioural data to map a great responsibility to make sure we don’t succumb to specific advertising messages to that individual’s stage the dark side of the Internet. As of December 1, 2010, there in the purchase funnel. For example, a young woman who were over 600 million users on Facebook, whose founder searches on “small automobile” in Google and visits fashion Mark Zuckberg recently stated “having two identities for1.2 ZetaBytes. Web sites will receive a Ford Fiesta online ad across relevant yourself is an example of a lack of integrity.” In a recent poll media sites. With geo-targeting we can also encourage of US employers, 35% of companies had rejected applicants our target consumer to take a test drive at her local Ford because of information they found on Facebook. Insurance dealership. Our specialists can go a step further by refining companies are increasingly using technology to analyze our audiences’ profiles and driving up ROI by comparing our an applicant’s Facebook history to assess potential health online database to real shopping behaviour from offline and issues. The Internet is full of examples of companies who online loyalty and retail databases. flout privacy concerns and flog personal data. Meta Men
sMart “MindsHare and WPP areMarketers Working WitH organiZations like tHe iaB to launCH initiatiVes likeWill WPP n PriVaCy Matters”reCogniZe Privacy Matters Ico Marketers need to be more aware than ever that they risk a significant consumer backlash if they fail to proactively take responsibility for following industry best-practice when it comes to data protection and privacy. For precisely thattHe CoMing reason Mindshare and WPP are working with organizations like the IAB to launch initiatives like Privacy Matters, which supports education, easy opt-out, and self-regulation when it comes to issues like using cookie data for targeting.data tsunaMi What will keep our Meta Men and Women busy in the future? “Lifetracking” is a growing online trend where companies keep an opt-in online record on everything fromnoW. how much coffee you drink to your sleep patterns (myzeo. com). Imagine the insights our analysts could glean from correlating sleeping patterns to product preference? Meta Men
greatgoodbye.comoVer 5M Greatgoodbye.com and 1000Memories.com take things one step beyond. Both sites enable you to maintain your socialdead PeoPle profile after death, thus continuing to send messages to your social graph from beyond the grave. Arguably a growing target audience given that there are currently over 5 million dead people still “alive” on Facebook. With a lifetime ofare still data stored online consumers may even give their favourite brands permission to keep recommending products to their loved ones after they pass away, thus requiring a very 1000m dramatic redefinition of a customer’s lifetime value. emo ries‘aliVe’ on .c o m |R ed efi While preparing for your eternal life on Facebook what should nin gC us marketers do now? What’s becoming increasingly clear is that marketers without a plan run the risk of simply being to m drowned in a sea of data. Smart marketers will recognize the erFaCeBook. Lif e coming data tsunami now and build a scalable platform that tim eV will enable their companies to capture and rapidly respond alu e to real-time information. To do so requires an honest assessment of their current data strategy, technology, processes, and of course people, including whether they have replaced some of today’s Mad Men with the Meta Men and Women of tomorrow. Meta Men
Case study HsBC accounT acquiSiTion Program Mindshare LOndOn Mindshare Worldwide has worked with HSBC over the past few years to develop a sophisticated online acquisition engine that leverages the latest digital technology to continuously improve ROI and meet their ambitious growth targets. In particular, HSBC used our proprietary ZAP technology to 20% target very specific but anonymous customer segments based on their online behaviour. Relevant HSBC advertising units are served to consumers who have triggered particular creative messages based on their keyword searches, Web site visits, and other online activity. The ZAP system can identify consumer interest in a particular HSBC product, their stage in the purchase funnel, and the most impactful deCrease in Cost Per lead inCrease in leads creative assets and messages based on demographic information, location, previous responses and preferences, Mindshare has also developed a bespoke version of its Live and other variables. OS digital dashboard, which provides HSBC with real-time results across all forms of digital paid, owned, and earned media; our turn-key API’s collect data on everything from display, paid search, natural search positioning, Web siteMindshare’s Live OS Digital Dashboard conversion data, and online consumer buzz and sentiment. Connecting the Live OS data with ZAP has enabled our “Meta-Men” to greatly improve HSBC’s results. HSBC Leaderboards Meta Men
It’s official. I’m old. Conclusive proof has come to light. First, I still ring a door bell with my index finger. Apparently today’s Nintendo DS trained youth use their thumbs. Second, I still mainlyMrC communicate via email, which is something “old people do” according to research from Jeff Cole and the USC’s Center for the Digital Future. Today’s youth prefer to use social networks like Facebook to communicate with others. That’s notManaging real-time customers to say that email is completely dead. Microsoft’s latest Context Matters II research points out that email is still the top activity online.
However, that same research clearly indicates that when Of course this is just the beginning. By the time I finish this and how people are using email is evolving; online users article there will be a few thousand more Facebook users,soCial increasingly have a burst of email in the morning, and spend not just in the US or Europe but in places like Indonesia, the rest of the day communicating via alternative tools like who with their 37 million users is now the second largest IM, Twitter, or Facebook. Facebook market in the world.netWorkers Who cares? Well, probably all of those companies who have spent the last decade migrating their Customer Relationship “asynCHronous Brand Management programs from snail mail to very elaborate email-based platforms. What was a brilliant idea in 2003 – ConVersation is Being sending out regular cheap, customizable email newsletters rePlaCed By synCHronousexPeCt – now looks increasingly antiquated in a world of 600 million Facebook users poking, posting, and liking. What’s more Brand dialogue” alarming is that a lot of this activity is directed at brands. Air Asia now has over 74,000 “fans” regularly engaged with thedialogue brand on its official Facebook page. Why bother with email As more and more of these Facebook users opt-out, when you can get instant information and a rapid response disregard, and migrate away from email, marketers will from your favourite brand or fellow fan in real-time? have to reinvent their approach to CRM to meet a new breed of always-on consumers. These young users expectWitH Brands dialogue with brands in real-time, not when someone in the CRM team pushes the monthly email newsletter button. All of which puts those email based CRM platforms under the spotlight. In short, asynchronous brand conversationin real-tiMe. is being replaced by synchronous brand dialogue. Just like the great migration from snail mail to email, once again the CRM model is being turned upside down, or literally inverted; in the age of Facebook, brands must now embrace the new reality of Managing Real-time Customers. MRC
Of course some brands have already embraced this new ethos. The Diaries is a combination of pushed and pulled marketing For example, Unilever’s Impulse brand has transitioned its content, as well as real-time contributions and dialogue62,000 Fans CRM program to Facebook, where its audience of young between brand and fan. Impulse campaigns, sponsorships, teenage girls already spend significant time. The Impulse events, and news are all published and most importantly Diaries program acts as an on-going MRC platform fully shared on the site. Impulse’s TV advertising even promotes integrated and sustained within Facebook. the Facebook destination rather than the brand’s traditionalregularly Web site. The result: over 62,000 active fans regularly engaged with the Impulse brand. The Diaries program is a cost-effective, insightful move by fac the Impulse team, which is further supported by Syncapseengage WitH eb oo k.c om /t h research that demonstrates the power of embedding your e brand into the social graph. For example, on average fans im spend an additional $71.84 on products for which they are pu lse di fans compared to those who are not fans. Furthermore, 38% artHe iMPulse ies of respondents reported that they would likely become a fan of a brand if they saw a family member or close friend do so; a statistic not lost on the Facebook team as they roll-out social plug-ins and programs like Sponsored Stories.Brand on “38% oF resPondents rePorted tHat tHey WouldFaCeBook. likely BeCoMe a Fan oF a Brand iF tHey saW a FaMily MeMBer or Close Friend do so” MRC
tw The Impulse team isn’t the only example of a brand it ter .co embracing MRC. Dell uses Twitter to promote their latest m/Ddell uses offers and promotions in real-time; to-date they have ellO generating well over $7 million in sales. Best Buy has utlet launched their Facebook “Twelpforce” to crowd-source solutions to common consumer electronics problems.tWitter to Starbuck’s 20 million fans get rewarded with discounts for checking-in using the Places feature, not to mention the ability to share their new product ideas and innovations with the My Starbucks team. Albion Bakery in London has launched BakerTweet on Twitter to lets their customersProMote twitt er.c om /TW know in real-time what baked goods have just emerged from ELP FO RC the oven. E Once consumers get used to a local bakery tweeting aboutoFFers & baked goods in real-time you can imagine what their expectations will be for some of the world’s best-known brands.ProMotionsin real-tiMe. MRC
the needs and behaviour of your “Audience”. Different audiences use different social networks for very different purposes. Third, carefully develop your “Approach”. In our experience, this is where most brands fail. They often rush into places like Facebook only to disappear for extended lengths; provide slow, corporate responses to very personal,1. aiMs real-time needs; and in worse case scenarios break best- practice community management rules like publically escalating arguments with angry customers. Before launching ensure you assemble the right skills, rules,2. audienCe processes, and technology. We would highly recommend embracing one of the new MRC technology platforms, such as Buddy Media. Buddy Media enables you to cost-effectively 5 3 manage your entire Facebook footprint across the globe in /123. aPProaCH /m every market. Similar to the early days of the Internet, brands m .co et are now confronted with a myriad of unmeasurable and we rt ke ba inconsistent Facebook brands sites. Buddy Media addresses user navigation issues, enforces brand consistency and4. analyZe integrity, and allows for re-publishing of Facebook content across your social footprint, not to mention helping with the Where to start? Before jumping into MRC we advise clients final “A”; quickly and easily “Analyzing” your performance to go through a four step process, conveniently all starting via bespoke reporting and optimization tools. with the letter “A”. First, define your “Aims” so everyone has clarity on what you are trying to achieve. From the examples So take a lesson from Albion Bakery in London. If a local illustrated above it’s clear that social networks can deliver bakery can make a Managing Real-time Customer model on everything from sales to branding to customer service to work, you can too, even if you still use your index finger to research to all of the above. Second, ensure you understand ring a doorbell. MRC
Case studyradiosHaCkholiday heroeSMindshare ChiCagOAs one of United States’ leading and best-known electronicsretailers RadioShack has a long-history of deep discounts RadioShackand very knowledgeable sales staff at its 6,000+ stores on Foursquareacross the country. At the end of 2010 RadioShack had for iphonean ambitious seasonal goal to get buyers into their storeswhere their experts could help them find the best electronicsgifts for the holidays. Mindshare Chicago helped devise andlaunch a highly ambitious and innovative mobile marketingprogram that turned consumers into Holiday Heroes. At theheart of the program was a Foursquare-sponsored utility thatrewarded RadioShack followers with exclusive discounts andoffers as they checked into various Holiday Hero Hotspots,including destinations such as gyms and coffee shops. Everyunlocked Holiday Hero badge was rewarded with anotherexclusive deal. The program was promoted across bothpaid and earned channels, including Twitter and Facebook.Thousands of consumers participated in the program andpurchased even more RadioShack products. The total spendof the Holiday Heroes was nearly four times the averageRadioShack customer. A simple but impactful idea arounda mobile utility that helped consumers get more from theirholidays both at RadioShack and elsewhere. RadioShack on Foursquare MRC
Is it possible that sneakers are at the forefronttransForMers of Internet marketing? Judging by Nike’s recent online success trainers may be to the Internet what soap and laundry detergent were to the early days of TV. For Nike has boldly embraced the fullMore than just advertising as usual spectrum of opportunities enabled by the ever- growing Cloud, that ubiquitous, always-on digital repository of content and applications.
Brands like Nike are transforming their advertising by mashing-up content and code in new innovative waysFroM PassiVe, previously not feasible or practical in an analogue, short- tail world. In fact, this transformed advertising is often so helpful or so entertaining it doesn’t even feel like advertising, which makes consumers want to search, share,intrusiVe and spend more time with it. In short, Nike and other brands Cus are transforming their advertising from passive, intrusive to m ize messages to interactive, rewarding experiences. yo ur ownMessages to ik Take Nike ID, which enables consumers to snap a photo of ei N D at sto any colour and pattern and have a pair of bespoke sneakers re .ni ke. delivered to them. My kids had a field day capturing images com with their mobile phone and creating their own personalized Nike trainers. My boys spent quality time engaged with theinteraCtiVe brand and never once considered it intrusive, interruptive, or nike is also sMart enougH to indeed advertising. Partner WitH otHer Brands to Nike is also smart enough to partner with other brands sourCe ContentreWarding to source content and functionality outside of their core competency in order to create these new mashed-up Yes, Nike still runs 30” TV spots and good old display banners. experiences. For example, Nike has combined forces with However, these branded signposts are increasingly leading Apple to create Nike+, an online experience that enables consumers to online Nike hubs where consumers can findexPerienCes. consumers to sync their trainers with their iPod to monitor useful online utilities and brand experiences rather than their exercise performance and share their progress with another dreaded micro-site. Furthermore, these branded a wider Nike+ community. To date thousands of runners experiences and applications are often integrated into and have signed up to and regularly use Nike+ to compete with, distributed as Nike advertising, thus bringing the brand and compare, and coach themselves and their friends. some real utility immediately to the consumer. Transformers
sito rsq u these useful health utilities throughout the Internet via paid at .co and earned media, while still using the Good Morning HeartCouCH m site as central brand hub for all of the featured assets. Quaker Oats has gone from passive 30” TV spots simply promoting the product to useful online applicationsPotatoes in beneficially featuring the product. Couch potatoes in India now have a rich source of fitness and healthy eating help while Quaker Oats sells more of its products, which are good m o rn i ngheart.com weaved throughout every diet and recipe. Quaker Oats even has a mobile application bringing all of this utility right toindia noW Nike is not the only transformer in the industry. Pepsi your phone. has had remarkable success with their Quaker Oats Heart Healthy initiative in India. Similar to Nike, Quaker Oats leVerage tHe Cloud to Blend found a key consumer need and leveraged the Cloud toHaVe a riCH blend professional and consumer-generated content and ProFessional and ConsuMer applications into a highly compelling online destination, which now has over 300,000 consumers actively checking Content on and improving their health not to mention over 25,000 In fact, mobile in particular brings enormous opportunitiessourCe oF Facebook fans. Mindshare worked with Quaker Oats to for brands to create useful applications. For example, develop and promote Goodmorningheart.com, a one-stop Benjamin Moore’s iPhone application enables you to simply destination for health diagnostics, healthy cooking recipes, snap a photo of any colour to get the matching paint colour nutritionists’ advice, calorie counters, and fitness tips code for you to purchase. Toilet paper is even getting into theFitness. brought to you in variety of ways including online video, act. Charmin sponsored Sit or Squat, a mobile application crowd-sourced content, and sophisticated applications. that enables you to find local toilets based on your location. Similar to Nike, Quaker Oats also partnered in this case Via this mobile utility, Charmin gives you directions to the with Apollo Hospitals to leverage professional and credible toilet, a photo, as well as consumer reviews and ratings to content for the program. We also helped Quaker Oats deploy guide your choice. Transformers
VieWaBle to In the motherhood MSN PartnersheVeryone Transformers are also expanding beyond just utilities and applications into entertainment, which has previously been constrained by limited distribution channels and fixed ip viewing schedules. Companies like Unilever are developingPlayaBle branded content and plugging it into the Cloud where it is viewable to everyone, playable anytime, and accessible on any IP-enabled device. Unilever’s In the Motherhood remains one of the industry’sanytiMe & best known examples. Mindshare worked with the Suave brand team to produce short, online episodes featuring humorous stories of moms and their kids. The key to the program’s success was that these filmed stories were real-aCCessaBle on In The life tales submitted by real moms, voted on by a community, M and later professionally filmed in Hollywood. The Cloud othe rhood enabled Unilever to mash-up consumer-generated content with community management technology into a ground-any iP deViCe. breaking online video series. In the not so distant future IP-enabled TV will enable consumers to not only choose between today’s prime time programs but also new branded content like In the Motherhood from the likes of Unilever and other transformers. Transformers
Now some financially-challenged clients may be intimidated by the scale, ambition, and possible budgetstHe Cloud of some of these initiatives. Marketers should be reassured that not every transformer idea needs to be big and expensive. We worked with Unilever’s Axe brand in Japan to Axe wake up call help them launch and promote their rather erotic Axe Wake-enaBles up service mobile application. Axe’s challenge was to get young guys to use the product on an everyday basis rather than just as a “special occasion” cologne. Meanwhile, Axe’s Unilever research found that over 80% of young Japanese guys usedneW ForMs their mobile phone as an alarm clock. The Axe Wake-up service is a simple, small, and brilliant means to provide the target audience with a useful utility – an alarm clock – that also provided tremendous entertainment. And of course it reminded each individual to use the Axe product on aoF Content daily basis. The results were outstanding with thousands of participants downloading and using the mobile application to-date.uniMaginaBle We liVe in a tiMe oF exCiting neW PossiBilities The Cloud enables today’s marketers to experiment with newBeFore. forms of content unimaginable in the constrained channels and formats of yesteryear. Music, video, functionality, applications, and even brands are being mashed-up to create valuable and innovative experiences for consumers. Uni le v e r It’s definitely more than just advertising as usual. Axe wake up call Transformers
Case studynestle Purinadog CHoWmaKe The incrediBle haPPenMindshare bOgOtaIn Columbia’s capital of Bogota, there are over 88,700 strayor abandoned dogs roaming the streets in search of food,shelter, and love. Mindshare Bogota worked with NestléPurina’s Dow Chow team to develop an ambitious programthat helped solved this problem by enabling dog lovers tohelp feed stray dogs. The “Make the Incredible Happen”program enabled pet owners to feed and support stray dogsby simply registering their own dog on the Dog Chow Website’s online community. In just two months over 100,000dogs were registered on the Web site. Furthermore, this“Transformers” idea was extensively covered by Columbia’spress across TV, newspaper, radio and magazines generatingsignificant and free earned media. In the end, Purina notonly created a thriving online community of pet loversregularly engaged with the brand, they also used the Cloudto help solve one of Bogota’s major social issues. Online ads on aldeamascotas.com and caracoltv.com Transformers
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Cloud Marketing Original Thinking by Norm Johnston