Category Archives: Social Media
I wrote this post originally for Digital Canvas Retail October 8th, 2013
The desire to be closer to consumers as they move around can leave retail marketers with an unquenchable thirst for fresh ideas. CocaCola has an omnichannel solution, at least for techcrazed South Korea.
Coke has maintained a dominant marketshare among beverage brands in many countries, and it is working to maintain its longterm global brand position as mobile technology changes the rules of marketing. Many of its markets present challenges. For example, legacy brands in the UK got a terrific boost from sponsoring the Olympics, according to Brand Republic, but that special event is an increasingly distant memory.
Thus, Coke has embarked on a localization strategy that extends its “Open happiness” campaign. The plan is meant to enhance local marketing messages with the company’s best digital marketing assets and resources.
One of the most successful strategies has been implemented in Asia. Digital Signage Today reported that Coke has South Korean customers literally dancing in front of its vending machines for a free soda. Customers dance to tunes from the South Korean pop band 2PM and can view themselves while dancing. Their moves earn points toward a free soda. The dance movements are captured with the same Microsoft Kinect technology used with the Xbox 360. A YouTube video showing customers dancing went viral.
This state of the art campaign shows how mobile and social media elements can offer complimentary inroads to relevant local networks. According to eMarketer, incumbents such as Naver and Tistory attract most of the youth market in South Korea a demographic that is quite attractive to Coke.
More globally known networks have just recently made strides in South Korean culture; Facebook has just surprassed Cyworld there. And South Korean companies have benefited from the growth of mobile technology in that country; in 2011, the percentage of South Koreans accessing social media via mobile phone jumped nearly 30 percentage points to 31.5 percent. And eMarketer made other key predictions about the South Korean consumer digital market, reflecting its status as a particularly advanced techinfluence market.
South Korea will surpass Japan for the world’s highest mobile device penetration rate. A mobile marketing campaign investment in a deeply mobilecentric society could deliver a quick return. In an Ipsos survey, 54 percent of South Koreans said they had noticed an ad on their mobile phone. As a result of such high awareness, eMarketer expects one out of five ad dollars to go to the mobile channel. Gaming is quite popular in South Korea, and online games are expected to make up 80 percent of the gaming market there by 2014. This bodes well for the Coke campaign.
When a company partners with artists in a local market, gaining popularity outside that market can be icing on the localization cake. That is certainly true for South Korea. For example, PSY’s Gangnam Style has become one of the most viewed videos on YouTube. Consumer brands may partner with artists who can achieve stardom in their homeland and appeal beyond their borders.
Coke’s strategy is designed to maintain a delicate balance between being multinational and appealing to a local market. Competing beverage brands have begun making significant investments of their own, but that balance will be critical for Coke’s longterm success.
(This post originally appeared on UBM Tech site Digital Canvas Retail in July 2013)
Gone are the days of watching a western on TV. But for many retailers, developing an ad budget with a singular focus on television should also be riding into the sunset.
YouTube has long been nicknamed as a second largest search engine behind Google. But steadily more and more users are treating YouTube videos as a pastime no different than watching television. Business2Community noted that YouTube users average 3 billion hours of video viewing per month. That is a considerable percentage; comScore measured 44 billions views in June of this year, noting that Facebook, its closest competitor in views, only had over 700 million views.
Much of YouTube’s appeal goes beyond the various selections of videos available – from mashups of movie scenes to old TV programs. The key driver has been unique video content, and a breakthrough environment in which viewers find programming outside of television and cable attractive (Witness the Emmy nominations for Netflix’ House of Cards as to what is possible for programs produced outside of regular and cable production norms).
The end result is a highly unique value for a video ads exposure. Many independently made webisodes have gained a distinct audience, regardless if the producer is an unknown name or a well-known artist. Daryl Hall, of the music duo Hall and Oates, achieved success with Live At Daryl’s House, playing classic Hall and Oates tuned with recent acts. The program became so popular that it gained television syndication.
Such early successes should interest retailers looking for a relevant audience. These programs acquire the potential customers they are looking for. And media industry standards of varying kinds are acknowledging how these views are valuable. Billboard, the music recording sales chart magazine, recently announced that it was adding YouTube views into its Top 100 music charts. This reflects recent successes from music acts that have garnered high numbers of views.
Such changes also imply that YouTube should be considered as an essential part of a digital marketing planning. Google already provides an integration protocol for its Analytics solution. In addition Google introduced a new measurement protocol to complement its Universal Analytics tag. The protocol provides attribution capability that identifies the devices a visitor used to view a webpage. Marketers can gain a better understanding of viewers who migrated from a tablet to a desktop to see a Youtube video embedded in a website.
Analytics linked to YouTube provide a series of opportunities:
- No time shifting – Planners can measure viewer interaction with video ads without potential filter because a DVR or video recorder
- Sense of reach – Dimension such as video embeds can help analysts understand nuances of how videos are exposed.
- Correlation potential – The data from video ads provides another source that can be correlated. Imagine correlating a business’ KPI with ads that are displayed.
What other opportunities do you see for retailers displaying video ads on YouTube?
While not named after the classic Star Trek movie “Star Trek II: The Wrath of Khan”, you can certainly compare SES to the recent movie “Star Trek Into Darkness”. The latest film pays homage to past Star Trek lore as a part of a franchise reboot. Because of Google Hummingbird, SES found unique ways to “reboot” SEO strategy and considerations as well.
Much of the conference centered on the newest influences on search. The expo tracks were divided into three tracks based on media type – earned, paid, and owned media. This organization permitted SES to focus on the latest topics such as semantic search, content marketing, and enhanced paid search campaigns. All of these address the factors considered in Hummingbird, Google’s algorithm which throughly updates its parameters for query relevance. In short, a reboot.
I was not able to attend every program but here are a few images and ideas that came up during the event, hosted at the Marriott on Magnificent Mile. The 2014 expo is currently scheduled for November 3rd – 6th, 2014 at the Palmer House.
On the expo floor, Charles Meyer of 7search presented its concepts about the advantages of smaller networks as a part of a general digital marketing campaign. Meyer advocates that smaller networks are generally “more transparent” than the big three (Bing, Google, Yahoo),
The opportunity being overlooked with smaller networks are that niches may be more affordably reached. While Google, Bing , and Yahoo take up 90% of search, smaller networks contain constant audiences that are worthwhile in the remaining 10%. In many cases, smaller networks provide an opportunity to test ad campaigns before attempting to extend the campaigns into larger networks.
Katherine Griwert, Head of Marketing Content & Communications at Brafton shared some tips and ideas on video. You can view this Zimana post for more information.
One nice aspect – I got to see a Google Glass for the first time, courtesy of Josh Braaten of Rasmussen College.
Next year’s SES is being rebranded under the Clickz name – interesting giving the impact of Hummingbird on search services, and the growing emphasis on other strategies that can impact search. So for now, goodbye SES…and looking forward to Clickz in 2014!
The City of Chicago was well represented to explain city services that are augmented with apps and social media data.
Social Media Week Chicago hosted a panel called City Data and Social: Data is changing the relationship between cities and their citizens. The panel examined the topic of how data’s growing importance through APIs and digital services was impacting citizens.
Panel moderator was Jordan Ho, digital strategist for Zocalo. the panel included Scott Robbin, a developer who created an online app for locating an automobile; Daniel X. O’Neil, an executive director at Smart Chicago Collaborative; and Danielle Dumerer, Director of Planning, Policy, and Management for the City of Chicago’s Department of Innovation and Technology.
Data has importance, one that is becoming more apparent and a starting to show significant affect citizens in ways other the a campaign. The panel discussed how data affect the way cities make decisions regarding their service. Dumerer shared that the city uses dashboards to manage their 311 requests.
The panel agreed that sentiment remains a challenge , particular for projects in which citizen-sourced information is impacting how Chicago respond to its citizens’ needs. Robbins noted that social media “humanizes” government.
Click on the YouTube video below to see a comment from O’Neil about the opportunity for city data and development in Chicago – the idea that optimization between data available and usage has not fully arrived.
#SMWChicago 2013 – City Data & Social Media: Data is changing the relationship between cities & their citizens
The longer you avoid your data, the longer you continue to miss opportunities to market your business and serve the people who are looking for your services.
People use search and social media to discover products and services. Ads served along the way, combined with a strong social media presence, provides your business with consumer insight into how messages are being seen and received. This makes the resulting data an important part of identifying opportunity to connect with a customer.
The longer you delay analysis, the longer you misunderstand your customers…and the shorter will be your time in business.