Different from e-mail and Facebook, Twitter is not about keeping your profile ‘private’, of course you can set it private, but the essence of Twitter is that it is an open source of information. Twitter won’t be your diary; Twitter will be your newspaper.
This graph summarizes some key highlights of the business evolution of Facebook compared to Google. Now, with this in mind, can you imagine how would a Google + Facebook alliance look like? What will they be able to do with all the information they have? What better services they can offer to users?… Continue reading “Google vis-a-vis Facebook”
Mobile phones are allowing marketers around the world to take a step closer to consumers by making it possible to reach consumers at what I call “the moment of need”. The moment of need is pretty self-explanatory, is being there when the consumer needs the brands, either to use it or to request information related to the category.
When exploring successful mobile campaigns I found a video about Knorr’s mobile campaign “What’s for dinner tonight?”, which is a Mobile Recipe Book campaign in Brazil and immediately downloaded the app in my iPod Touch. What is the great thing about this campaign. Well, there are a few things I particularly liked:
This campaign was designed for a market where smartphones and regular phones coexist, then consumers could be part of the campaign from several kinds of phones, ranging from the cheapest to the most expensive models. The obvious but big learning here is: Ask yourself what kind of phone do your consumers (mostly) use?
Given Brazil is still a 80% pre-paid market (consumers pre-paid their minutes), the campaign needed to address the barrier “I don’t want to spend my cell phone minutes in your campaign”. Therefore, Knorr create a tool that can be used totally offline.
Importantly, the recipe book is organized by: Ingredients, occasions, cost, calories. From a user point of view, this organization of the data is great as it reflects consumer decisions-tree when deciding what to cook.
Content and recipes are shareable via Social Media from the application, encouraging WOM amongst housewives.
After participating in this campaign, I found it very appealing as the recipe book was full of nice pictures and organized in a very friendly design. Additionally, after reviewing the categories, found additional opportunities for other mobile campaign related to the non-profit field, such us food banks (what can you cook with what the ingredients we are giving you?) and food stamps (what can you cook with $5.00).
Waking up earlier than usual today paid off. I was part of the TEDxChange talk, where most of the discussion went around how to apply lessons from the business world into global health and the fight against poverty. For folks like me, folks that have spend years in the for-profit massive consumption industry, and that at the same time feel passionate about having a positive impact in developing nations, this conference brought a lot of “food for thought”.
Melinda Gates started her talk referring to the world-class for-profit company Coca-Cola as an example of a model that works in developing nations. Coca-Cola is in every country in the world. Melinda’s teaser question was, if you can find Coca-Cola in every developing country, why not condoms and vaccines? Then, what can we learn from Coca-Cola’s business model to improve quality of life?
These are the Coca-Cola lessons I extracted from Melinda Gates’ talk and my personal takeaways on those lessons:
Coke lesson 1: Measure and use real time data.
Yes, this is the ultimate business truth: you get what you measure. And chances to succeed are even higher if you measure as you go. Tracking is learning and learning is the only way to make sure you are on the path to success. Tracking, scorecards, color coding and KPI are all associate to the corporate world where you measure things such as market share, penetration, sales, etc. Let’s put it this way, if for Coca-Cola it is so vital to measure their how many more bottles of Coke they sold today vs. last month; isn’t it even more important to measure how many less kids died today due to malaria vs. last month? Now, can you spell out the KPIs of your organization?
Coke lesson #2: leverage on local entrepreneurial talent.
Very frequently I hear the saying “think globally, act locally”. I invite both for-profits and non-profits to go the extra mile: Become local. Especially in the global health field, many of the causes of illness and death are related to local habits. Those habits do not come obvious in focus groups or one-day guided field trips. Give yourself the chance to live under your target’s reality, insights will come naturally.
Coke lesson #3: Marketing. People want a Coca-Cola. It’s aspirational. They associate the brand to the kind of life they want.
So why can Coca-Cola achieve such great distribution in countries where drinking soda is not necessarily a priority? Why can’t we achieve the same distribution for vaccines, condoms, books, water purification kits, etc.? For any company, distribution plans are costly, especially in remote rural areas. You can invest millions in ‘pushing’ your products to be on the shelf. However, what I call “sustainable distribution” only happens when your product or brand is addressing a consumer unmet need, when people want your product. Question now is, do people in developing countries want condoms, vaccines and books as much as they want Coke? How can we make people want all this things? How do condoms, vaccines and books stand for ‘better life’? Not only in people’s mind but also hearts. Coca-Cola purchase drivers are not in people’s minds, they are in people’s hearts. As we used to say in P&G Beauty Care: “we don’t want to be in the business of I NEED, we want to be in the business of I WANT”.
Melinda Gates finished her inspiring presentation by sharing her vision of happiness, she said: “My vision of happiness is a mother holding a healthy baby in her arms”. My vision of happiness is to live in a world where every person feels they have a contribution to make and goes for it. My vision of happiness is that we all feel responsible for building a world where opportunities are equal for everyone, where your destiny is not determined by the place you are born.
Prezi was launched with the idea of one person presenting in from an audience, but when Prezi research went back and talked to their users, they found out that many of them were using Prezi for discussion, as Prezi collects all these ideas into one surface.
The beauty of Prezi is that it allows people to present in a non-linear way. Prezi is more than presentation software, it is a mind-mapping tool, sort of a large limitless whiteboard. This makes the tool ideal for both, creation stage and discussion stage.
New Prezi Meeting allows people to edit and present Prezis real time together with other people, we will have some funny small avatars representing people in this large whiteboard. As Peter Arvai, CEO of Prezi comments in this video, you might think Prezi Meeting is a tool for remote collaboration; however it is also very useful for people working in the same room, people talking and adding different things, working together on sharing ideas.
Interacting with clients that hire me to create a Social Media campaign for them, I often find myself explaining the hen-chicken dilemma. How is the hen-chicken thing related to Social Media? Well, companies and institutions usually approach me with the following challenge: “We want to use social media to interact with our consumers/clients/students/donors?”. Pretty fast, their request translates into “We want more Facebook fans. More Twitter followers”. Question is, what comes first? Chicken or hen? Fans or Branding?
Tactics recommended vary from client to client, from brand to brand; but this is my recommendation from a strategic standpoint: Don’t spend your marketing dollars on incentives or promotions to get more Facebook fans, more Twitter followers, just for the sake of it. Instead, invest your marketing efforts in creating a brand that is worth being a fan, that is worth following. Use your Social Media resources to create a social media community that lives up to the power of your brand, where your fans and followers interact with their favorite brand and strengthen their bond with your brand.
Social media is a just one of the components in your relationship with your consumers. If you have a healthy brand, healthy in business fundamentals (pricing, distribution, etc.) you can do magic with the social media. But it is unfair to expect a turn around in the business just by leveraging on a social media campaign, if your fundamentals are weak. Social media for an unhealthy brand is like having people over and serving the most delicious dinner in a table with only two legs. Go fix that table before you put anything on it. Otherwise, they won’t even get to try your food.
Having a Facebook fan page won’t itself make people become a fan of your brand. Fans of your brand however will find it cool to find their favorite brand on Social Media, and will find it rewarding if what is being offer to them in these platforms is as exciting as their favorite brand. That, generates word of mouth. That, generates business.
I certainly respect all the people writing reviews on the iPad, they have made a great job comparing features, prices, etc. All the possible variables a tech savvy consumer would look at.
However, my hyphotesis, is that none of the people writing this pro reviews is part of Apple’s target for the iPad. iPad has entered the market to create a new category of user.
iPad will play a similar role to the one Wii played for Nintendo in the video games market. Obviously, if you had given a Wii to gamer, the review would have been awful. But who was Nintendo targeting with Wii? No-gamers, people who thought PS and Xbox controllers were for astronauts. In the case of iPad, Apple will aim to attract a wider audience to their brand. This based on two key benefits: (i) intuitive use and (ii) versatility. Continue reading “iPad: Less Is More”
Social gaming definitely opens the door to a new market. A few of days ago I ran into this article “Bing Quintupled Its Facebook Fan Base By Bribing People With FarmVille Cash” and it immediately came back to my mind while I was reading this post. In summary, the results of this Bing campaign are strong: 400,000 Bing Fans in Facebook in 24 hours, not bad right?
What are the possibilities of social media video gaming? How high is up? This is a prediction more than a fact. For perspective, taking a look at the Infographics of World of WordCraft, we can see that it took WoW several years to get approximately 11 million users whereas it only took Farmville two months to accomplish the same.
On April 13th, 2010, the Social Media Breakfast in Seattle held a sold out event at DBB Offices in Downtown Seattle. This time the speaker was Katie Paine, from KD Paine & Partners, presenting her approach to measure the ROI of Social Media.
This is a brief summary of what Katie shared and my personal takeaways to Paine’s “The 7 Steps” introduced during her presentation. My reaction to each of the 7 Steps is based on my experience working in a major multinational corporation, dealing with top management and finance approvals, and providing feedback to advertising agencies. Continue reading “YES, WE CAN: Measure Social Media”
Last month I participated in the Northern Voice Conference in Vancouver, BC. There was a lot going on, lots of bloggers, social media experts, photographers, laptops, iPads, but if I have to pick the technological highlight of the conference I would have to choose Prezi, no doubt about it.
Many of the presenters at the Northern Voice Conference abandoned the usual suspects: PowerPoint and Keynote, and opted for a more fluid presentation built on Prezi. They changed slides for visuals that helped tell the story. Isn’t presenting all about storytelling? Well, Prezi delivers great toward the objective of helping the presenter tell the story. Continue reading “Prezi: Presentations To Shine”