Tag Archives: social media

No New iPad HD, Apple TV and iOS 5.1 Story. No, Nothing of Apple Today. This Is About Timing and Relevancy.

thought-of-the-day-image_at_theoutsideviewblog-com_marcweiz-stock-by-madetobeunique-and-gojol23-at-deviantart

To boost the technology side here, I should really write about something related to Apple today. Anything about the iPad HD launch, about the new Apple TV with improved definition and user interface or about the iOS 5.1., which for some reason seems to be the topic on everyones tongue in Twitter (should I upgrade to see what the fuzz is all about?).

Actually, it seems at least two Apple topics are trending at the same time – the ‘iOS 5.1′ and the ‘New iPad’. It is amazing to see the pull the Apple brand has. This together with the launch and tons of news articles published to to high traffic news sites gives an amazing opportunity to any content marketer in any form related to the Apple, technology or to the creative ones that can put a relevant spin and suck people in as the buzz is highest. And to be more exact, it really gives an amazing opportunity to any and all content marketers. But only, if you can find a relevant way the buzz topic of today fits your existing framework and site / brand image.

Why should I write about Apple today even though I have absolutely nothing to say on the topic?

Because, as I said above, timing and relevancy will do wonders to your page views and metrics both in the short and long run. Not only will it increase your Google page rank in long term, but also bring a significant amount of visitors to your site. Just be careful not to mislead the people coming to read your article, and even more so, to your site.

To be 100% sure it works outside of general business context as well, I verified the approach here at The Outside View Blog. I did this in a very simple and fast way on the two of the last three articles in this site the RIP Facebook – Social Business is Here [Infographic] and What People Think I Do / What I Really Do Meme: Marketing, Design, Technology & Sales. And no, these are not probably the best case examples of articles you should produce, but they will give you an idea on what you could be doing and most importantly, they did verify the hypothesis I had: timing and relevancy will boost your traffic in a huge way even in a non-business context, if you do it right.

What results can timing and relevancy give to you and your website?

At the time of the RIP Facebook – Social Business is Here [Infographic] article RIP Facebook was trending in Twitter. With What People Think I Do / What I Really Do Meme: Marketing, Design, Technology & Sales article Mashable had just declared that meme the most popular meme of the moment. With correct timing and some semi-clever exposure (and linking) of the last mentioned article, it alone has brought

  • over 7.000 people to this site,
  • it’s been read over 45.000 times in total (when all the syndicated sources are summed up),
  • and the articles together still continue to bring over 300 unique visitors to his site daily.

Quite an amazing numbers for simple, small effort articles in a newcomer blog.

So as you can see, I really should write about something of Apple today. But this is the extent I will got to with it. Lets see what happens, and if timing with very little relevancy and no linking efforts can do its magic the third time in a row.

RIP Facebook – Social Business is Here [Infographic]

rip-facebook

Lets get it straight. The only reason this article is written, the sole reason of its existence is, that RIP Facebook is trending in Twitter. Why on earth why? Who started it? And why, really, why? But to get most out of the trend, lets do like the tabloids do and twist the tale a bit: RIP Facebook – Social Business is here and according to latest reports, you’re failing in it.

“Over the past year, GameStop, Gap, JCPenney, Nordstrom, and other retailers have opened a store on Facebook to generate sales from their Facebook Pages with millions of Likes. While they opened storefronts with plans to monetize their Facebook fans, they couldn’t figure out how to do so and ended up shutting down their f-commerce attempts.

The stores’ quick failure shows Facebook doesn’t drive commerce and casts doubt on its value for retailers, according to Forrester Research analyst Sucharita Mulpuru. ‘There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop,’ Mulpuru told Bloomberg. ‘But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.’” Emil Protalinski 

Facebook is reported to failing in the social business, at least partly. But what the h%ll is the business place it is failing in? Even the term social business has two very different meanings.

The dictionary definition, is not what you probably have first in mind:

“Social business, as the term is commonly used, was first defined by Nobel Peace Prize laureate Prof. Muhammad Yunus and is described in his books Creating a world without poverty—Social Business and the future of capitalism and Building Social Business—The new kind of capitalism that serves humanity’s most pressing needs. A number of organisations with which he is involved actively promote and incubate social businesses. These include the Yunus Centre in Bangladesh, the Grameen Creative Lab in Germany, Social Business Earth and the Yunus Social Business Centre University of Florence.

In Yunus’ definition, a social business is a non-loss, non-dividend company designed to address a social objective within the highly regulated marketplace of today. It is distinct from a non-profit because the business should seek to generate a modest profit but this will be used to expand the company’s reach, improve the product or service or in other ways to subsidise the social mission.

In fact a wider definition of social business is possible, including any business which has a social rather than financial objective”. – Wikipedia

Yes, many of us actually think about social media business and not social business.

What is social media business then? With no appropriate video available, lets show some images which describe the topic much better than I ever could. And really, who wants to read this long articles in this social media and tweet era anyway.

If you aren’t tired of infographics already, you will be after you’ve digested the ones below. Enjoy!

social-business-infographic sbi-exec-make-jump-to-social-social-business-infographic-at-theoutsideviewblog-com

globaldawn-infographic-social-business social-business-infographic-large-b

“2012 is the year of social business. Rest In Peace Facebook. Your time is over. It is OUR turn now.

We are the business. Not just the social. It doesn’t matter that you’re making money from ads, that’s not a social business and as such you will soon die”. – Anynomous fanatic at Tumblr.

3 Reasons Why Viral Marketing is Popular

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The holy grail of marketing is the viral effect. A piece of content that is so brilliant that it engages the audience to such a degree, that that it spreads like a virus through the ranks of people all over the world. Or when speaking about marketing, the target market, which in most cases actually isn’t the whole world.

Why is the viral effect of such an interest to many marketeers? If thought about rationally and in a business context, the most common reasons mentioned are of course the key business driverseffectiveness and cost. But in reality, there are also other forces in play.

1)   The Effectiveness of the Marketing Message.

A well-known fact, that I’m not to going to try to argue against, is that when one chooses to engage with content (i.e. viral content) the message of the content is delivered more effectively than when content is broadcasted to you (e.g. television or newspaper adverts).

On marketing terms, we could also talk about the engaged audience moving faster or more easily from Attention to Interest to Desire to Action, i.e. climbing the ladders of the AIDA model. Of course, particularly with viral content, one is in many cases already partially predisposed towards accepting the message due to seeing ones peers like the content. Such is the effect of peer-to-peer recommendations or Word-of-Mouth (WOM) advertising as it is more traditionally referred to.

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Viral marketing message spreads via relationships and contacts through recommendations and mentions either online or face-to-face.

2)   Marketing Cost and Investment Effectiveness.

Costs and the effectiveness of the investment, on the other hand, is a much more trickier issue.

Simply put, on marketing the costs boil down to fixed operating costs and variable costs coming from production and media. In a purely viral marketing campaign the media costs should be close zero. Maybe some costs from seeding the content are added on top, but still, these costs are much lower than traditional media costs. Given the price of media or standard needed media investments, which are or should be multi-fold to the production costs (there are, of course, exceptions to this rule), the easy conclusion is that a viral marketing campaign can be a much more cost effective investment than a marketing campaign utilizing purely ‘traditional’ channels is. But there’s a catch to it, as there always is, and the ‘can be’ is the tell tale sign of it.

The contact price valuation method giving value both for the actual contact and level of exposure (time and duration) is the only way to plan a marketing campaign to be effective from the perspective of investment effectiveness*. A media agency could try to calculate a contact price and a relative engagement price, which would give you some insights on where to put a line with the production costs and possible media costs, if compared with the costs for ‘traditional’ media. But putting a right cost for the viral campaign will always be hard due to you not knowing before hand

a) the absolute size of engaged or even exposed consumers, and

b) the number of engaged consumers in your target audience.

Those figures are much easier to measure or estimate in a traditional media context, both before and after the fact.

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The right investment level for a viral marketing campaign is often hard to define.

The above is also one of the major reasons why selling a viral marketing campaign plan to the board of directors is often like banging ones head to a brick wall. Very painful. It all boils down to trust. And to a good plan. Even when no campaign truly ever is constrained to the traditional media channels.

In addition to the standard business motivations, I’d argue there is also a third reason behind the keen interest and desire to create viral marketing campaigns. And that is the Holy Grail Factor.

3)   The Holy Grail Factor

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There is no bigger glory than being the one who designed the marketing campaign that got people all over the world discussing it (and on a side note also maybe got the sales up).

Isn’t doing traditional marketing campaigns with just TV, magazines, newspapers, internet and mobile advertising, PR, sponsorship, promotions, events and in-store shopper marketing just so passé?

Everybody is doing it, and we’ve all done that so many times. Wouldn’t it be fun to do a viral campaign? I know we can make it successful… I know we can achieve it.

The Holy Grail Factor – or the hint of vanity that is inside all of us is, and will always be, one of the key drivers in many business decisions whether we want it or not. Unfortunately, or maybe, thank god. Even that battle hardened CEO is doing decisions based on things that he would like to achieve, instead of just the things that are the most well analyzed, strategically sound and reasonable to be done. Not all decision and probably not even most of the decisions, but surely some. We are all just people in the end.

I am not saying, that basing a part of ones decisions on ‘this is what I would like to achieve list’ is wrong, I’d even go as far as saying that it is preferable. As long as it is in manageable proportion compared to strategically sound decisions. Sometimes the two are, in any case, the same.  Furthermore, the ‘like to list’ is very often the product of intuition, which plays a key role in every important, and so difficult, decision. Throughout the history, many of the most successful business ventures, strategies and marketing campaign have been born out of passion to do things differently, of the passion to achieve something greater, of the small hinge of vanity inside of us, of the desire to get our hands on the holy grail.

Conclusion: Viral Marketing Is a Risky Business.

Doing viral marketing campaigns – how to do them and whether to do them at all – is and will always be risky. Especially if discussed as a separate entity – as a separate action – away from traditional media campaign. They are after all the holy grails of the marketing world, both extremely effective at engaging the target audience and low in cost. And maybe, just maybe, the sure ways to get some of that much deserved praise and glory between the everyday creative, well planned and executed, integrated, 360 degree campaigns. Where there’s a risk, there’s a reward. And here they go hand in hand.

Surely viral marketing campaigns can be more effective than traditional marketing campaigns, but measuring the correct investment level and guaranteeing the right exposure levels can be very difficult, if not near impossible. Or is it?

There are many successful viral marketing campaigns from both SME’s with small budgets to Multinational entities like Sony, Nokia or H&M, proving, that viral marketing campaigns – not just viral videos – can be done. But most importantly there are many companies, who are able to plan and implement them one after the other. Think about Axe (Lynx), Nike, Apple, DC or Old Spice they manage to create the viral effect in each and every marketing campaign. And it isn’t just these huge enterprises that are able to do it. There are also many examples of SME’s producing viral campaigns with close to perfect track records.

Is it just pure luck? Are the companies the epitomes of luck or posses the much coveted 100% real rabbits foot? Or is it, that even the viral effect can be planned beforehand, much like any other marketing activity? More on that on the next installment of the Viral Marketing Encyclopedia.

*I’m going to neglect discussions on sales targets on this notion totally, as they should be self evident in valuations  – especially on the long term. Not necessarily so on the short term. It always depends on your objectives.

Thought of the Day 3: #Kisses and #Tweets

thought-of-the-day-image_at_theoutsideviewblog-com_marcweiz-stock-by-madetobeunique-and-gojol23-at-deviantart“Kiss more, tweet less.”

– Maija Aalto

 

 

 

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This article is a part of the ‘Thought of the Day’ series. Do you have a thought? Let us know.

Did you enjoy this article? If yes, subscribe via E-mail or Facebook with just a simple click at the top-right of the page.

You can also visit us on Twitter, where in addition to the blog feed, we highlight articles and ideas that capture our attention.

Crowdturfing? This Time I Hope Marketers Didn’t Do It.

thought-of-the-day-image_at_theoutsideviewblog-com_marcweiz-stock-by-madetobeunique-and-gojol23-at-deviantart“Crowdturfing, Astroturfing and Crowd Sourcing. Who the h&%l makes up these names?

For the sake of the world, I hope it isn’t marketers.”

 

 

_____________________________________________________________________________

This article is a part of the ‘Thought of the Day’ series. Do you have a thought? Let us know.

Did you enjoy this article? If yes, subscribe via E-mail or Facebook with just a simple click at the top-right of the page.

You can also visit us on Twitter, where in addition to the blog feed, we highlight articles and ideas that capture our attention.

Advice Requested on a Twitter Anomaly. A Reward Given for Advice.

twitter-follow-unfollow-outsideviewblogWe are making a request to both the twitter advocates and advisers, as well as, to the majestic blogosphere.

We need your help to sort out the statistics of our Twitter account: Why do people unfollow as soon as they follow? Is it a new Twitter trend, is it due the nature of our tweets, is it a normal percentage (statistics are below) and we just haven’t noticed it in other occasions, is it something we do, or something totally else? Is there some way it could be avoided?

Any and all help in solving this anomaly is more than appreciated!

The Questions Is: Why Do So Many of the Ones Pressing the Follow Button Unfollow You in the Same Instant?

We been on Twitter with this account from the 1st of October, and with originally created content through this site from the 7th of December.

Based on a quick analysis on our Twitter follower status today (on the 28th of December 2011), a whopping 55% of the ‘followers’ have ‘unfollowed’ us in a weeks time from the original follow-action. To us this number seems huge. Are all of these so called followers just follow-baiters or is the question of something else?

We imagine that many are trying to bait us to follow them, but as newbies in the usage of twitter for blogging purposes (in a non-corporate or strictly personal capacity), we are really amazed at the number of ‘poppers‘ we get to our account. ‘Poppers’ or what ever you want to call the accounts or the persons who try to bait you to follow them. Easy due to the old Twitter culture of ‘if you follow me, I follow you’. A kids play of a habit may we dare to say.

If You Know Or Can Guess the Reason, We Would More Than Appreciate Your Advice!

To us this is a new evolution in Twitter, something we haven’t encountered before in business or personal context. As such, we are extremely intrigued by it, by the ‘anomaly’.

Have you encountered it before? Are all all of those just link baiters? Are we doing something totally wrong with this twitter account? What is your take on the reasons? If you can provide us with any insight, we more than appreciate you comments or direct messages to us.

As A Reward We Commit to Building a Link to Your Page of Choosing.

As a reward for your time and trouble, we will help you to build links and so do our small part in increasing your traffic. We will build a link to the account you mention in your comment in a separate post communicating the resolution to this predicament. Besides this small link building effort, you of course,  deserve our warmest heartfelt thank you! So oncve again, and already in advance, thank you! We give a two month time span to get and create enough content for the new article and for you to help us with the answer.

Contribute, Share & Get a Free Track at iTunes: (RED) and ONE Campaign to Stop AIDS.

 

2015-quilt-red-one-against-aids-theoutsideviewblog-com-33257(RED)One International and Klout have teamed up to harness celebrities, musicians and social media influencers for their campaign against AIDS. Our first ever Klout perk ignited the spark for participation, the message and design work got us hooked and the free iTunes track received was the sweet tasting reward. And maybe we even managed to help the campaign, very much the same way you can do now

Browsing through the new and improved Klout I jumped as I saw the first ever ‘perk’ offered to me (Klout is still extremely U.S. centric so us Europeans don’t get to enjoy the absolutely, fantastically, super-fabulous perks the way You Americans do). I was exhilarated to see that the (RED) and One International  had joined forces with Klout and were extending their campaign to fight against AIDS to influencers in social media or at least to influencers as determined by Klout.

Nevertheless, the campaign had already spurred some actions from brands the like of Converse to gossip mongers the like of Perez Hilton and musical superstars the like of U2 to Hollywood stars the like of Hugh Jackman or Oprah Winfrey, as well as, from us less known men of the world (talking about me here) so extending the campaigns reach even further.

The (2015) Quilt campaign message is a compelling one:

“1,000 babies are born with HIV every day. By 2015 that number can be near zero. (RED) and ONE’s (2015)QUILT is a digital patchwork of photos and images made by people all over the world who have pledged to join the fight for an AIDS Free Generation by 2015″.

The campaign uses the good old involvement and bribing tactics to spread the message. All the while you’re also doing something for the benefit of the man kind. A chance not many of us would shy away from – especially as you don’t even have to donate any money unless you want to, of course.

  • Involvement in the way that you can create your own quilt panel patch from interesting pre-made ‘quilt-types’ or from you photos at Facebook. Take a look at our patch HERE. The pledge made by us was to contribute by sharing this information here, but now that I’ve also browsed through the merchandise, I think those red Converse Chuck Taylor All Stars or the Solange Heart Pendant might end up to the christmas present basket after all. A good way to help the campaign while also making your friends and loved ones happy.
  • Bribing in the way that, if contributing, you can download a special edition song of your choosing by The Killers.
  • And naturally you can share what you’ve done with your friends and followers in Facebook and Twitter. Furthermore, they added the possibility to share the Klout Perk. A very good idea – both for Klout and the campaign. So as they said: use your Klout for good and take the opportunity to benefit from the Klout Perk we got by clicking HERE.

The social networks are  in all standards under-utilised by charity organisations across the world – almost to the same degree as by SME’s, but not quite. It warms the ol’ digital heart to see this campaign to such a good start. Again in this year. Maybe the rest will follow.

It is Christmas you know and the elves are watching your every step. So be good, participate, spread the word, and maybe even buy some nice looking (RED) products for the benefit of the campaign.