Digital

Shazam misses World Cup craze

Shazam and the World Cup? What’s going on? Where are you? You came out at the Super Bowl with your most successful campaign yet with a live performance from Bruno Mars, and you’ve been appearing on US TV screens for almost two years. The world’s biggest sporting event launches and you’re almost invisible?

Shazam enabled marketing or the Shazam integrated experience – whatever you want to call it, the concept takes engagement to a new level. Australian audiences are still uncertain of the viewing disruption but we’re well on the way to creating meaningful and relevant second-screen entertainment experiences.

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Regardless, I’ve got to say the World Cup must be the biggest missed marketing opportunity of all. The numbers speak volumes. In 2010, 106 million people watched the Super Bowl in contrast to the 909.6 million TV viewers who watched at least 1 minute of the 2010 World Cup Final. The event is generating about 500,000 mentions daily and is likely to be the largest social sports event ever.

For Shazam, the appointment of Patricia Parra (ex Hulu content marketing executive) to the role of CMO on 12 June may have come 12 months too late, although it does flag an exciting era ahead for the audio identification app brand. The brand headed up in Australia by CEO Andrew Fisher, opened a local office in 2013 and in the 12 months prior had launched campaigns with global brands including Diageo, Proctor & Gamble, PepsiCo, Unilever, HTC, Brown Forman, Blackmores, SC Johnson, Lion and American Express. Maybe these should re-run, timed with our (consumers’) better understanding of second screen engagement as a way to connect with brands. I’m not sure we were clear on the point of it all back then.

Pinterest, on the other hand, was on the case six months ago with the launch of its Place Pins campaign designed to help people find places to watch the World Cup matches. The campaign originated out of the US with partners ESPN, Conde Nast Traveller and Trip Advisor, a strategic and clever move – http://www.pinterest.com/watchworldcup/

…and for the record in just under an hour there have been 2,451 posts on Twitter at #WorldCup2014. Amazing!

 

While Pinterest ramps up analytics for brands, We Feel tracks global mood

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This week’s launch of the We Feel project http://wefeel.csiro.au/#/ – developed by computer scientists at CSIRO and mental health researchers at Black Dog Institute – http://www.blackdoginstitute.org.au/ – to map the world’s real-time emotional state, is pretty crazy stuff. This easy to use emotion-barometer revealed some hair-raising emotional insights when I searched for stats on global love, lust, joy, fear, neglect and more. But in all seriousness, this is important work and the application of this technology in the mental health sector is what I’m keen to see play out, both domestically and internationally.

This type of mapping through the language of emotion got me thinking. Could Pinterest, as an archive of visual thoughts laden with humour and sarcasm, be used purposefully to gauge sentiment for brand marketing purposes? I’m talking above and beyond the menu of analytics tools available.

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So, testing the waters, and analytics aside, I conducted a quick search using a few of the corporate standards. I was thrilled to see such honesty. These neat snapshots from times past and present are pretty powerful. They reflect satisfaction, dissatisfaction, anger, happiness, ideas and ideology. Emotions drive consumer actions on a daily basis. Acknowledging which are relevant to your brand at any one time, or tracking public sentiment about your brand over a given period, or being aware of the pre-dominant emotion tracked by We Feel to feed into a regional brand strategy, could be the missing link you’ve been looking for to really connect with your consumers.

Pinterest offers a library of emotional mood boards that if interpreted intelligently could enrich consumer-brand strategies when read alongside the insights drawn from analytics. Exciting times ahead for Pinterest and brand marketers on a platform where pictures really do paint a thousand words. Pinterest lists 18 brand success stories on its website. Etsy is one of them. Read it here – http://business.pinterest.com/en/success-stories/etsy

Leadership and authenticity in a social world

The debate in business circles as to whether senior management should actively use Twitter as a business tool resurfaces consistently and has been the subject of many marketing studies along with its digital cousins. Application of the insights that these studies offer to brands, brand management teams (and to all businesses that understand the power of branding), will most usually be managed in consultation with a communications professional.

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You’re not you when you’re hungry.

The 26/3/14 launch of the latest instalment of Snickers’ long running ‘You’re Not You When You’re Hungry’ campaign, received much attention on social media, but possibly not for the right reasons.

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Facebook wants brands to get liked

Facebook’s Like button is a curious brand metric that most of us take as read. But what does it really mean and to whom? A report conducted by social media specialists, Lithium and the Chief Marketing Officer Council, in the US, surveyed 1,300 consumers and 132 senior marketers to find out. The report, posted on http://www.allfacebook.com – the Unofficial Facebook Resource, makes statistically clear that both marketers and consumers have different understandings of the “Like” function. As an aside it is possible that initially Facebook may have undervalued the strength that the “Likes” function is proving to offer brands, and it is being made increasingly clear by on-line media that marketers will be left behind if they don’t start using this data strategically.

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QuickerFeet than you

Timing is everything whether you’re a marketer or a consumer. Let’s be honest, brands miss out on business just as often as their consumers miss the right deal, but only due to bad timing. Introducing Quickerfeet, a technology that finds consumers and promotes relevant offers when the time’s right and in the right location.

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Google shows that brand is a dirty word

Google graph showing key word search using ‘brand’ & ‘design’ in the US over the last 30 days.

Google is the most used search engine on the web, so referring to Google Trends is an interesting exercise to gauge interest in your business, regardless of industry. As Dezomo is a brand and design related Blog, it was interesting to see Google’s search results for the key words –  ‘brand’ and ‘design’. US results are above.

Searches for Australia, the United Kingdom and the United States all reflect surprisingly less searches using the word ‘brand’ than they do using the word ‘design’. And possibly even more surprising is that the US graph reflects less internet searches using the word ‘design’ than both the UK and Australia.

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Twitter hears only 12% of top 50 brands

AdNews|30 March 2010|Danielle Long

BRISBANE: Only 12% of the top 50 Australian brands are listening and responding to their customers’ comments on Twitter, according to a social media study by advertising agency BCM.

BCM analysed nearly 8,000 relevant mentions for 81 brands or organisations on Twitter throughout two weeks in Q4 2009 to monitor how brands were responding to consumers’ negative and positive commentary.

The findings revealed only 54 of the top 81 brands had Twitter profiles and of these only six brands actively listened and engaged with customer comments, with the majority (72%) using Twitter as a one-way channel to publicise promotions and promote news updates.

Telstra was the most responsive company responding to 45% of negative and positive comments, but the brand also has one of the largest levels of commentary receiving more than 10 times as many negative comments as positive ones.

Flight Centre topped the unweighted brand response scores with an 80% response rate although the brand does not receive as much comments as other organisations.

Big Pond, Vodafone, Telstra, Australia Post and the Australian Taxation Office received the highest amount of negative commentary on Twitter.

Toyota, Target, Boost, Sony and Canon ranked highest in the study for positive consumer comments.

However, the survey was undertaken before Toyota’s global recalls which would impact differently on the brand’s social media commentary.

BCM partner Kevin Moreland said whether brands “like it or not, conversations about them are happening on a daily basis and brand or product mentions are becoming intertwined into social networking activities”.

Colman Rasic appoints digital head

AdNews|25 March 2010|Heather Jennings

SYDNEY: Colman Rasic has appointed Rob Reng as its head of digital following Nick Lee’s departure to the UK.

Reng, who was previously senior project leader at Fairfax Media, will start work at the agency on Monday (29 March).

In February, Colman Rasic Carrasco co-founder Rebecca Carrasco left the agency, with chief executive officer Ben Colman and executive creative director Dejan Rasic remaining at the helm.

http://www.adnews.com.au/adnews-news/colman-rasic-appoints-digital-head