The Top Out-takes From #SydneyAdobeSymposium

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Last Tuesday 1800 technologists, marketers and business leaders descended on Sydney’s Star City casino for the Adobe Digital Marketing Symposium.  With marketing automation and DMPs topping the list of priorities for CMOs and digital marketers alike in 2015– it was little wonder Adobe was playing to a packed house.  For those unfortunate enough to miss out on going or for those simply interested in the outtakes – I have compiled my top 5 take outs from the event.

The marketing function must evolve

One of the key themes that consistently emerged throughout the day was that of the ever evolving and changing role of the marketing department and the CMO.  With experiences defining the brands of tomorrow marketing must support the reinvention of organisations in the digital age. Robert Rose, Chief Strategy Officer of the Content Marketing Institute, and author of Experiences the 7th Era of Marketing believes marketing departments must evolve in 3 ways to deliver experiences rather than just manage messages;

1) Marketing departments must evolve from organising channels and technology

2) Marketing must be the strategic differentiator

3) Marketers must adapt to create value not just describe it through content and experiences that are created

The new fundamentals of digital – the need to be continuous and consistent

Adobe’s SVP and GM of Digital Marketing, Brad Rencher spoke about “consistency” and “continuous” being the new fundamentals of the digital age. Consistency relates to the importance of pre­sent­ing cus­tomers with an expe­ri­ence that is both rel­e­vant to their pro­file and circumstances. Whilst continuous relates to the way that a brands communications and experiences evolve in response to customers engagement with the brand. With the explosion of personal data now captured by organisations on their customers and the number of connected devices consumers now own – the need for brands to deliver consistent and continuous experiences is paramount.

The importance of connecting the dots

Delivering personalised experiences based on cookies are no longer relevant. With consumers personal device ecosystem expanding – much was spoken about the need for brands to connect the dots by more effectively using data to deliver relevant experiences.   Delivering cross device experiences is one fundamental way to do so but it goes beyond this with brands needing to connect the dots between one experience to the next. Google was one example cited of how brands could connect the dots through past interactions. For example say you have an appointment to see the dentist and you use your phone to look up the time it takes to walk via Google maps. The next time you have an appointment (that is in your calendar) your phone alerts you of the appointment and includes the weather forecast as your device knows you have a preference to walk and also provides you with an accurate departure time to allow you enough time to walk to the appointment.

TV EverywhereThe continued disruption of traditional TV viewing

Tamara Gaffney, Principal Analyst – Adobe Digital Index spoke about the shifts and disruption in traditional TV viewing.   Authenticated TV or TV everywhere (which is where television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service) has experienced significant growth in the US over the past 12 months – up nearly 300% with the vast majority of this growth coming from Apple devices. This growth is driving further audience fragmentation across various screens.  This shift is driving TV networks to invest in DMPs (data management platforms) to better understand audience consumption and preferences – which will dramatically change the TV media industry as we know it.

Reputation capital is the future in a sharing economy

Rachael Botsman spoke of the collaboration economy and the emergence of trust as a key currency in the 21st century.  In a collaboration economy, where under-utilised assets are monetised, trust between parties is integral and this trust is gleaned from the reputation we as consumers have built through previous interactions.  The power of consumers has grown dramatically over the past 10 – 15 years through social media and access to information however in the collaboration economy the power between the giver and receiver becomes more balanced.  The 2 way rating systems such as those created by Uber, AirBnB and others influence how consumers and providers behave during their interactions and usage of the products or service as they have to uphold their reputation.

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5 Ways Local & Global Brands Are Using Foursquare

Foursquare Marketing

Locally and globally Foursquare is taking off. Whilst the platform is yet to go mainstream, its now 2.6 million users (reached in mid August) is rising fast and unlike when Facebook / Twitter growth begun – intelligent marketers are already starting to unleash the platform to achieve a range of marketing objectives. This article covers 4 different ways brands have used Foursquare locally and global to connect with their audience;

Wagamama RestaurantFoursquare For Retention: Wagamama’s (Local Example)

Wagamama is using the geo-location service to drive repeat patronage to its stores in the local market. Wagamama’s offers visitors instant offers such as a complementary soup with every main meal for every 5th check in to rewards its loyal consumers.

However it is not just repeat purchases that are giving Wagamama’s the edge. Through its marketing on Foursquare, Wagamama has access to range of real-time information about its customers including who has ‘checked in’ to its noodle bars, when they arrived, the male to female customer ratio and which times of day are more active for certain customers, who the most frequent visitors to the restaurant are etc. This provides Wagamama’s with a new level of insight into its consumers – as well as a mechanism to monitor satisfied or unsatisfied consumers.

Read more here: http://www.revium.com.au/articles/blog/using-foursquare-for-marketing/

Foursquare For PR Stunts: Microsoft (Local Example)

In June this year, Microsoft organised a mayor meet up in Sydney to promote the launch of their new Office 2010 product. 141 Foursquare users checked-in to Martin Place where the event was held. Whilst the number of individuals involved is relatively small this campaign created a buzz in the media as it was one of the first of its kind in Australia.
Read more here; http://mumbrella.com.au/141-turn-out-for-microsoft-mayor-swarm-as-vibe-gets-into-foursquare-too-28302

Foursquare For Upsell: Domino’s (UK Example)

In the UK, Domino’s credits much of its revenue growth to its investment in social media – namely Facebook and Foursquare. Domino’s launched a check-in promotion, which enabled consumers to receive a side dish when they spent £10 or more at a Domino’s store. Since it launched its ongoing Foursquare check-in promotion Domino’s have received 10,000 check-ins, 3,500 of which are unique.

Read more here: http://www.clickz.com/clickz/news/1725326/dominos-uk-uses-facebook-foursquare-drive-web-orders

Gap Foursquare EventFoursquare For Acquisition: Gap & Ann Taylor Discounts (US Example)

On the 14th of August 2010, Gap utilised foursquare to drive foot-traffic into selected stores. Titled the “The BlackMagic Event”, Gap offered patrons who checked into Foursquare a 25% discount off selected clothing. However this is not the only promotion of its kind other fashion retailers in the US have used Foursquare to drive both acquisition and retention. Ann Taylor offered 25% off to Foursquare mayors and 15% off to each customer on his or her fifth check-in. These deals are great for retailers because those Foursquare users’ friends would see that they’re checking in, giving the stores some exposure.

Read more here: http://thenextweb.com/location/2010/08/14/gap-running-25-off-promotion-today-for-facebook-twitter-and-foursquare-users/

Foursquare For Brand Engagement: Jimmy Choo & Barbie (UK & US Example)
Jimmy Choo the world renowned footwear brand launched a treasure hunt on the streets of London. Rather than utilise a discount style promotion, Jimmy Choo created a social game in the real world. Jimmy Choo utilised a pair of their sneakers as a Foursquare user and these shoes checked into venues around London and the first Foursquare user to find the sneakers at the latest location would win a pair of their own. And it seems that Barbie has now followed in Jimmy Choo’s footsteps. To coincide with the launch of the new video Barbie, Mattel has launched a Foursquare scavenger hunt across 4 US states – requiring participants to complete location based tasks to win 1 of 14 prizes.

Read more here: http://mashable.com/2010/04/27/foursquare-jimmy-choo/
Read more here: http://www.thedefectorsblog.com.au/communications/barbie-doll-foursquare

There are many other campaigns launched by brands around the world click here to find out more click here –
http://www.pathinteractive.com/blog/2010/06/top-ten-foursquare-campaigns/

Watch: How to Unlock Your World with Foursquare

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9 Ways Australian Brands Are Leveraging Twitter In Different Ways

Twitter, within a few short years, has grown to be one of the leading social sites in Australia and the world. In Australia alone, Twitter receives more than 1.2 million unique visitors a month, providing a solid avenue for organisations to connect, engage and build relationships with new and existing consumers. However having a presence on Twitter is harder than just creating a profile and tweeting about how great your product is. Inspired by Brian Solis, 21 Twitter Tips , this article reviews how Australian organisations are adopting some of the different strategies he covers in his article.

If your brand is yet to have a Twitter profile hopefully this article provides you with some useful food for thought. Or if you have a profile but need to refine the strategy this article may provide clarity on the techniques that you could adopt to create a very useful and engaging Twitter experience in 140 characters.

Special Offers

Globally @DellOutlet has generated over $3 million in revenue through Twitter and Facebook via offers. Locally it seems that special offer strategies are one of the most popular tactics to use for a Twitter profile. @VirginBlue, @JetstarAirways and @tigerairwaysaus have established significant followings through their Twitter accounts. And it seems that it is paying off for at least some of them. In 2009 @JetstarAirways offered 1,000 seats for two cents – and sold out in hours (no wonder why). And in August, Jetstar announced a new route launch using Twitter with a “free seats” offer for its new Sydney-Melbourne services. As a result of its success Jetstar has announced a significant shift of its marketing budget towards social media in 2010.
However it is not just airlines that are leveraging the Twitter opportunity. EB Games currently has also adopted a similar approach by releasing special codes and discounts via their Twitter profile.

Word of Mouth MarketingWord of Mouth Marketing

@Crust Pizza has been leveraging Twitter to spread the word about its pizza through its tweet promotion. Still running, this competition provides the opportunity for consumers to win free pizza on Friday by Tweeting – #CrustFreePizzaFriday. The competition is only open to Crust followers which I am sure has had a big impact on the growth of their number of followers which now stands at 2,530. Whilst quantifying the direct impact is difficult, the CEO of Crust is confident that the promotion has impacted their bottom line.

Customer Service

The Telco’s seem to be all over this one proactively seeking out unhappy customers and fielding direct client customer service issues. @VirginMobileAus is a great example of a brand monitoring the Twittersphere for unhappy customers and trying to right wrongs – see below.
eg @undisclosed Hiya, saw ur tweet RE: VM =( Is there anything I can do to sway ur impression? Pls DM, Thanks! =)

Crowdsourcing & Feedback

When Australia’s biggest realestate site re-launched their new platform they dedicated time to reviewing the feedback and actioning issues. And it seems they are not the only ones. Many Australian brands are reaching out to consumers to gauge feedback on websites including @WorldVisionAus @STATravel. However this is one strategy that I believe Australian brands could be using more of. Reaching out to a Twitter network for feedback on new offerings or crowdsourcing new ideas is a significant untapped resource and is a big opportunity for those in the online media / classifieds space as well as those in the fashion / retail space.

Information Networks

Information networks provide helpful alerts, notices and information to help followers avert problems or get up to the minute information. The obvious applications for such profiles include airlines and transport companies however few have taken advantage of this opportunity, however the AFL has. @AFL provides users with quarter by quarter updates on matches and tribunal results. In addition the AFL aggregates other club related information to keep footy fanatics completely up to date.

Employee Recruitment

Marketing to potential new staff through social media provides recruiters with a new way to seek referrals and applications for open positions at a lower cost and can enable brands to really reach out to brand advocates. Amongst other tweets, one of the core strategies for @WorldVisionAus is to do just that. Access their Twitter page and you will see recruitment is one of the core Twitter focuses.

Dedicated & Brand Channels

For some brands with multiple offerings, it is difficult to develop one dedicated profile and it also makes sense to establish exclusive channels or subchannels to share specific information and tap into a niche. @bigpondmovies & @bigpondmusic are examples of sub-brands adopting this kind of strategy. Although both are yet to build a significantly large following the profiles are tapping into niches to provide relevance and interact with users based on interest categories, which is a sensible strategy.

Curated ContentAggregated Content & Topic Experts

Whilst this is a bit of a combination of Brian’s categories, it is one that has merit. Most organisations leverage Twitter to promote branded content and despite it being targeted and relevant there is a lot of value in aggregating and repackaging content on a particular topic / category of interest. @ABCnews is a good example of doing just this – it has adopted the branded channels strategy and combined it with aggregating content feeds from Twitter profiles to bring together a culmination of different views on the one topic. One good example of this is their @ABCnews/federal-parliament profile which aggregates content from Kevin Rudd, Joe Hockey, Malcolm Turnbull and a host of other MPs.

Supply Chain Relationships

Not only is Twitter providing ways to develop direct relationships with consumers, however it is also providing brands with the opportunity to connect with their distribution channel to ensure they are kept up to date with product updates as well as to motivate distributors and empower them to spread messages through their individual networks. Amway @amwayausnz is one such company doing just that. Mr Coldwell, Head of Operations stated in an article just yesterday that – the use of social media fitted well with the overall philosophy of the Amway group, which saw itself as a community builder as much as a retailer. Their Twitter strategy aims to reach out and recruit new distributors and communicate with existing ones – and with nearly 150 followers and plenty of interaction it seems that it is already making an impact.

If you are about to embark on a Twitter strategy I would highly recommend Brian Solis article – as it definitely provides a lot of avenues to consider before developing a Twitter strategy

Got any other examples you would like to share that fit into the categories above or Brian’s categories? If so please share them below (no doubt I have missed some great Australian organisations using Twitter in unique ways)

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