Dutch airline KLM is turning social service up to 11 with its #HappytoHelp campaign, a weeklong promise to help any passenger, anywhere, on any airline. From speedboats ferrying traffic-stranded passengers to JFK to car service helping those who’ve lost passports to standard rebooking of passengers on flights, this campaign is a stunt that has its roots deep in KLM’s deep commitment to customer service. It’s a powerful example of an insight — social is a hotbed for customer complaints — paired with a brand value and executed in fearless, buzz-worthy style. For most brands, customer service in social is a key consideration — but often something that doesn’t get the investment it deserves. With brands like KLM upping the ante, it’s a good time to reconsider the relationship-building potential of service on social media.
Starbucks launched its first brand campaign Monday, and it’s an ambitious effort focused on brand storytelling through collabs. “Meet Me at Starbucks” is a documentary and corresponding series of short films that tell the stories of what happens every day at Starbucks, shot in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director. The resulting interactive YouTube experience (and, soon, 60-second TV spot) are designed to bring a new level of life and texture to the corporate giant — and while results are still to be seen, this effort is a great example of what’s possible when you combine big ambitions and collaboration with emerging talent.
Ad-free social network Ello has seen a surge of activity recently, with the site doubling in size every 3-4 days. Since social networks are only as powerful as their, um, network, this rapid growth phase is a key one for the fledgling Ello.
Between Under Armour’s new campaign and Beyonce’s already-iconic VMA performance it’s safe to say feminism is having a moment in media.
Ad Age is asking a good question, though — is this truly feminism, or pinkwashing? It’s something I struggle with as a marketer.
Like any good liberal arts major I studied my fair share of feminist theory. And while these new marketing pushes are a far cry from “true” feminism, I can’t help but feel they are steps in the right direction — steps we should celebrate and encourage. No, it’s not perfect, but it’s certainly better than what came before.
The feminist fight isn’t going to be won all at once — and it’s not going to be won by an ad campaign. But the ambient noise advertising makes in our culture can help push the true fight forward. And for that, I’m glad to call this progress.
Toyota has once again tapped the kids of the world to share their ideas for the cars of the future. Toyota’s smart twist this year is to animate selected submissions and release one a day as Vines, as the “Dream Car of the Day” — fun, on-brand and eminently shareable content.
“The work that needs to be done is to create a product and a story that makes your customers want you to make the logo more prominent.”—
A spot-on spin of one of the most ubiquitous/infamous/cliché pieces of client design feedback: “It’s great, but can we make the logo bigger?” In a nutshell, as a social/content marketer, this is what I do.
This week at VidCon YouTube announced a slew of new tools for users, all designed to fuel the creative spark of the platform’s creators. TechCrunch has a good recap of all the new tools, but two of the most interesting are ones that will help enable more and richer #collabs.
Today the internet was abuzz with the launch of ClickHole, The Onion’s satirical answer to BuzzFeed and other sites who sometimes feature over-the-top, “click bait” style headlines. While The Onion’s team has, as always, nailed the humor and satirical execution — from the site’s name to article titles like "16 Pictures of Beyoncé Where She’s Not Sinking in Quicksand" — the site is a good reminder that for content marketers. it’s not enough just to juice the headline. There’s got to be good content behind it — otherwise it’s just a click hole that does nothing for your brand.
Think of the interaction at the deli counter or the pump or the bursar’s office or the alumni office or on the website from the point of view of the customer and the chain. Where are the moments where you might lose her forever? What are the key places where you need to intervene and invest in the relationship instead of milk it, or drag it through the mud? Assuming that your competitors are just as selfish and metric-driven as you are isn’t a great strategy, because you’re still losing when you break the chain.
Support is not a cost center, it’s a profit center. Treating customers with urgency and clarity and respect (maintaining the chain) is more urgent than ever. But companies are busy measuring time on the phone or cost per hour of support people instead of even trying to measure customer churn.
Last year on March 27th, more people searched for real estate online than on any other day of the year. Century 21 is looking to take advantage of that this year by adding puppies to the home buy-and-sell extravaganza.
Taking a big data insight and layering on puppies is almost guaranteed to drive lots of squee!-driven shares — and in fact, that’s a bet the brand is making with its entire brand campaign, ”in which clients compare working with a Century 21 agent to being surrounded by puppies.”
In some ways, data + puppies is the epitome of modern digital marketing — driven by virality and fueled by data and memes. And whether you think Century 21’s end result is dumb (puppies?) or brilliant (puppies!), it’s the approach that matters. Starting with data and an understanding of what users want, finding where it intersects with who you want to be, then developing creative that pays off that vision is the smartest way to approach marketing for today’s web.
According to a new study, these are the primary emotions humans feel — the ones that drive them to take action.
Other data shows that the top five emotions that drive people to share on social are amusement, interest, surprise, happiness and delight. And the New York Times found anger to be their biggest sharing motivator.
For marketers, this data says one thing, and it couldn’t be clearer: Happy, amused, or angry, to drive shares and action, our content needs to make people feelsomething. We need to touch those primary human emotions through powerful stories if we want to achieve the impact we (and our clients) dream about.
It’s about being human first, and a marketer second. (Not a bad idea most of the time.)
I was going to say that cause marketing is having a moment, but it’s really better to say that cause business is having a moment (with brand benefits to boot). Amazon recently launched Smile, enabling customers to build in charitable donations to their Amazon purchases, while Tom’s just launched a marketplace for socially responsible companies to sell online. And this visualization of the impact skill-based volunteering companies are increasingly sponsoring shows the difference we all can make — individually and as part of our employers’ organizations. Lots to like about the innovation here to make CSR a seamless part of the brand/company experience.
This is all great news for a lot of folks on both the giving and receiving end. Even better? Studies show consumers care more and more every year about the social impact of their favorite brands, so it’s great news for business as well.
The short version? Doing good is a good idea — and good ideas can make the process of giving even better.
Marketing good isn’t actually marketing good, not any more….Second and third order recommendations and word of mouth and the way we talk about the things that are ‘good good’ is the new marketing.
Your initial response rate, newsstand sales or first episode ratings are a measure of old-fashioned marketing prowess. Now, we care an awful lot more about just plain good. Or perhaps, if you really want to make an impact, great.
I know Seth’s blog can be a little insufferable sometimes, but this quote really resonated for me. Marketing is still vitally important. It can help you find and make a new connection with a customer, or strengthen an existing one, or help everyone see your company in a completely different light, or any number of things that help fuel a business. But with the radical connectivity enabled by technology, there’s no hiding behind it anymore.
So yes, do that great TV spot, and an innovative social activation, and keep your AdWords account running. To make all that really pay off, though, first you’ve got to make something great, do some good, stay engaged — and always treat your customers well.
“I do think this is one of the blessings and curses of social media. To fit in, you have to sound like a person, not an institution. And people can be so much more annoying than institutions. And also so much more interesting. I think that’s the trade-off.”—
Very true. And for brands, it’s tough to strike the balance between sounding human, and sounding too familiar. Following a brand isn’t the same as being a Friend — and the best brands always keep that in mind.
I’ll give you the most logical conclusion kids are ditching Facebook—one that none of the articles I read on the Great Teenage Facebook Exodus mentioned. And the evidence that supports the theory is right there in the Piper Jaffray survey. But first let’s define Facebook.
What is Facebook to most people over the age of 25? It’s a never-ending class reunion mixed with an eternal late-night dorm room gossip session mixed with a nightly check-in on what coworkers are doing after leaving the office. In other words, it’s a place where you go to keep tabs on your friends and acquaintances.
“It seems to me that this is native advertising as it should be. … The content is genuinely fun, just as it is fleeting and unobtrusive. … These are the sorts of native ad projects that help change some of the traditional polarity of the advertising and publishing relationship. This is where we really see marketers challenged by publishers on behalf of users to make their advertising more fun and engaging on the consumer’s terms.”—MediaPost: Tumblr Brings Its Native Ad Format To Mobile (via david)
“I was perfectly content before I was born, and I think of death as the same state. What I am grateful for is the gift of intelligence, and for life, love, wonder, and laughter. You can’t say it wasn’t interesting.”—
Fast Company has a really interesting article on the role of reason vs. emotion in marketing. The argument? Market researchers have been getting it all wrong for years, by placing reason as the primary mode of thinking, rather than emotion:
The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!
I like how this article, and the neuroscience it cites, focuses our attention on a paramount issue that sometimes gets lost in the noise of marketing: building a brand connection. Particularly in the cluttered digital environment, that primary relationship — an emotional one — is as critical to a brand’s success as the attributes of its latest product.
Social adds a unique element to building a brand connection, because, for the first time, it’s a two-way street. Brands can tell their stories, and engage with fans who want to tell theirs. This is connection — and at scale, it’s community. With emotion at the center of consumer behavior, these are powerful things indeed.
The article doesn’t ever refer specifically to social marketing, but if you want to build a strong brand connection in today’s world, it’s clear that social belongs at the heart. I’ll close with another quote from the article that makes the point better than I can (emphasis mine):
The left brain creates an intellectual understanding of “self” and a sense of separation from others. Our right brain creates a feeling of “we,” that wonderful sense of connection with one another and the ineffable awe of living in the moment—the essences of better lives and great brands.