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Digital Marketing – digital, tech & brand fusion

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Social Media Revolution (v4) 2012

Same Fat Boy Slim ‘right here, right now’ (which i’m glad about!) – updated stats for 2012.

> 97% of Pinterest fans are FEMALE
> 53% of people on Twitter recommend products in their Tweets
> 90% of consumers trust peer recommendations VS. 14% trust in advertisements

To really show the power of social, this stat is great > ‘New Yorkers saw Tweets about an east-coast earthquake 30 Secs before they felt it’.  Real Time Marketing right ther

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Never forget a nightout with Lynx Stream app..

 

Last week the Unilever Lynx team launched a fantastic new application called ‘Lynx Stream’ – if like me you suffer from alcohol induced amnesia then this could be a great addition to your iPhone or Android!

Developed by Razorfish London, the Lynx Stream is an app that collates all of your social activities from a night out from location check-ins to status updates to uploaded pictures. It is heavily integrated with the Facebook platform using ‘Places’ for check-ins, Status Updates and Picture/Video uploads. Cooly it also creates at the click of a button a summary video at the end of the night that can shared!

The app is obviously completely in tune with the brand message for Lynx and its audience demographic. Referencing a previous post from back in Nov’10, 2010 – Year of the Mobile!?, where I picked out three attributes that an app should exhibit to ensure its not a ‘one use wonder’ – For me this one ticks all three boxes!

1. Does the app reward the user enough to ensure that they will use it multiple times?

DEFINITELY! Especially for Lynx’s ‘millennials’ who constantly share everything on social platforms like Facebook. The added value here also is the auto-creation of a video at the end of the night that can be easily shared.

2. Is there a sufficient business case for creating the app – will it drive increased brand loyalty, market share or interaction with the brand?

There’s an argument here around whether this app will sell more cans of Lynx, i’m not completely convinced – although i was impressed to see the Africa theme included, my favourite when I was of the Lynx age. So sales might not increase dramatically but for Brand Loyalty, Interaction and the immense hype generated in Social channels the Lynx team are onto a winner.

3. Does the app fit with the products brand key?

Perfectly – I don’t think I need to say anymore here..

 

Check it out below, and download the app from here: http://www.thelynxstream.com/

 

Chris (Home)

BING bing bong – your flight has just gone

Having just missed my flight back from Helsinki catching up on the weeks articles about Bing and Facebook’s get-together, amongst others things; I thought it was only right to post a blog entry of my thoughts around this initiative…


The unused ticket..

So Facebook ‘likes’ are now forming part of Bing’s search results, delivering socially indexed search results based on what your friends like.  Many digital followers may have expected something like this with Balmer’s (Microsoft CEO) pushing through a purchase of $240m in 2007 in Facebook.  Overall I’m excited by the concept and it’s potentially very powerful for creating brand loyalty – within social circles there are usually always leaders and followers, enough of the leaders advocate a certain brand then the followers will, well, follow.

Interestingly watching Bing’s promo video they publicise the fact that you can find your ‘long lost’ friends easier on Facebook (which google already do through indexing pages to an extent) followed by the Social ‘likes’ as a secondary concept.  I guess this is their way of easily hooking unsuspecting people into the concept of the MS/FB working together before divulging the real meat that the digital evangelists  among want to see.

And in the 2nd video I watched they focus more on the ‘meat’ and really go in for kill stating:

“We all know that the world is not defined through how human beings connect to machines – its defined by how we connect to other people..”

Bing/Facebook are now trying to effectively replicate the coffee-shop/play ground/pub conversations that happen between friends but on a much greater digital scale, so rather than a 1:1 its now a 1:350+ (depending on how many friends you have).  So now by searching for information about a new film (for example) that is released you can gain an immediate insight into what you’re friends thought – naturally there are friends that like the same films, influencing your  decision to watch or not.  A simple example, but a concept that can be thought of about almost anything.

Alike to Google’s integration of Tweets within search results there seems to be an inconsistency of where/whether the Facebook social aspect will appear within Bing’s results.  This therefore (like Google’s social offering) could lead to people just forgetting it exists and taking no notice.  A dedicated specific area would be best; but then this would then just be Facebook displayed through another medium – maybe a specific area (like Google Paid Listings would work!?).

So what does this mean for brands out there?

  • Boost’s BING’s muscle in the search arena by offering something different.  The direction currently online (apart from Facebook) is for brands to move into Mobile, Geo, Comparison, social gaming advertising or Google Rich Media ads (following my last post) – I’m not sure that Brand Managers have even considered a Microsoft offering.  Well from this that may change.
  • From a consumer point of view this gives more ammunition when looks for reviews/opinion about brands; coupling with Twitter’s already established entries within Google’s results.

Therefore all-the-more important for Brands to perform in the Digital space.

  • Gives Bing oceans of consumer information that currently Google cannot access – a no Google zone (which is rare).

Arguably the 500m users on Facebook are the most honest across all the Social Networks, simply because the perception is across the masses that it is ‘private’.

For me its never great to see a one horse race, glad to see that Microsoft are back in the search race and looking forwards to battle ahead – a betting man may now go for the wise old giant because they now have a good jockey (in Zuckerburg) helping to fuel the horse.

If you’re looking for a more in depth article about the Bing / Facebook partnership then I’d suggest the following by @dannysullivan.  This goes into the depths or what it is / isn’t, how it works, and how Facebook is/isn’t going to reshape search; I’ll leave that to the experts. I’m interested in its immediate and long term opportunities to the consumer brand marketers out there when building their strategies.  Any comments to coincide with this post very welcome.

http://searchengineland.com/bing-now-with-extra-facebook-see-what-your-friends-like-52848

Chris (Helsinki Airport)

follow me @chrissbell

How Google Display Ads help consumer brand advertising campaigns:

Traditional paid search and banner advertising is great for call to action campaigns, such as a loan application, but not ideal for non-transactional brands.  The main objectives for most non-transactional Consumer Goods brands (such as Lynx, Dove, Flora) are to build Brand Awareness, Brand Loyalty, encourage Interaction and generate Buzz.

Google have recently launched a ‘Watch this Space’ campaign within Adwords demonstrating their vision for the future of Display Advertising and how it will overtake web, outdoor and print advertising.  Within this series of videos Google announces Google Display Network, which effectively is the serving of Rich Media advertisements across 1million+ sites within the Google/YouTube network.

http://www.google.com/adwords/watchthisspace/

So what does this mean?

Introducing Rich Media Ads, in various shapes and sizes, across Google’s wide network of sites gives Brand Marketers a more suitable option to the traditional text-based Google Adwords Ads.  Rich Media Ads can be targeted and customised much easier than traditional flash based banner ads and offer engaging content such as video’s, social connections, polls, etc.  The result of this interaction is increased engagement with the Brand, helping to drive awareness and loyalty.  The Ads can also be dynamically customised to each user, therefore increasing relevance and the chance of interaction (reported to increase 5% by having a rich media ad).

Benjamin Faes, Head of Youtube & Google Display (EMEA), spoke last week at Adtech, London on this topic and his vision of the future. The synopsis of his talk is below:

“It wasn’t long ago that display advertising was synonymous with fairly unexciting banner ads.  It was an ugly stepsister… unloved and largely ignored. It’s a little better today but… lookout ahead!  Display ads will enable all the creativity of sight, sound and motion, matched with precision, targeting and customization, across any audience, on any device around the world

…this is the display advertising world that Google sees emerging”

Benjamin also went on highlight 5 key themes for the Digital Revolution coming in display advertising space:

  1. Increased Media Fragmentation.
  2. Creativity at scale is key for ROI.
  3. Opportunity that Video brings us (Its estimated in 2013 that 96% of internet bandwidth will be for video).
  4. Improvement in measurements across multiple campaigns.
  5. The Social Web will further expand, word of mouth will continue to grow in importance.

Some of the facts, in summary:

The Measurement tab video has some interesting statements, stating that it’s not just about the actual click (only 1/3 user click Display Ads) when the Ad is displayed, it’s the after affect ‘buzz’ it creates:

–          1:5 people who see a Display Ad make related searches around the advertised Brand afterwards.

–          1:3 visit the Brands site after seeing a Display Ad about a Brand.

Benefits can be seen for up to month after the campaign!

Tools:

Within the series of videos, Google also goes on to cover how they are synergising all their online marketing channel performance into the Campaign Insights tool.  This then paves the way for holistic brand studies to be performed quickly, and gives the ability to automatically serve display ads based on real-time campaign performance data.

Examples:

Nike’s Brand ‘Jordan’ example gives further evidence of how Display Networks can work for non-transactional consumer brands.

Tipp-Ex – A Hunter Shoots a Bear: This Ad uses a new type of YouTube interactive video.  A boring product with great creative, using rich media:

‘Watch this space’ it looks like Google will be announcing something big in the coming weeks.

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