What we’ve been reading

Management.

Innovation.

  • When we talk about creating a culture of experimentation, perhaps we don’t talk enough about creating its essential counterpart – a climate of optimism | Only Dead Fish
  • Billion dollar brains: the new generation of tech CEOs | FT.com
  • 4 ways that Chinese businesses are redefining customer service | Co. Design
  • “Accelerating change” is not just a wrong idea, it’s an unoriginal one | Matt Edgar

Technology.

Data.

  • The information arms race: how political operatives use predictive analytics, or microtargeting, to craft hyperspecific messages and peel away voters from their opponents | GOOD

Insights.

Creativity.

  • The creative needs to stop trying to create culture and start trying to corral and curate it | Zeus Jones
  • Once it had to do with awe. Now it just means “great”. How did the word “awesome” conquer the world? | More Intelligent Life
  • The consequences of writing without reading | Imprint
  • On writing headlines: one man’s “linkbait” is another man’s “interesting.” | PEG 2.0

What we’ve been reading

Management.

Innovation.

  • Hassle maps: how asking “What do I hate about this product or process?” can generate great ideas | Fast Company
  • Qantas and the airline quality gap | Harvard Business Review
  • Secretly nimble: why Apple’s famously guarded about their upcoming product releases | Jason Osgood
  • Fringe Benefits: Why (unlike politicians) startups mustn’t appeal to the masses | A smart bear
  • MIT Medialab: What happens when you gather the world’s most imaginative minds under one roof? | The Atlantic
  • J.J. Abrams’s new megacompany could allow him to overturn Hollywood’s rules | Vulture

Technology.

  • It’s important to read this unsummarisable post about the future of social media and the “internet of things” | russell davies
  • #Occupywallstreet: social media as a strategic frame | Cyborgology
  • It’d be great to have an app that remembered how you found cool stuff online | Boing Boing
  • WPP chief Sir Martin Sorrell has ‘fundamental’ doubts over whether Facebook can carry adverts | Telegraph
  • The four technologies you need to be working with | Harvard Business Review
  • Tech community, are we MTV or TED? | The Washington Post
  • The MakerBot 3-D printer offers the possibility of manufacturing products in the home almost as easily as printing a document with an inkjet printer | NYTimes.com
  • Taxonomy of technological risks: when things fail badly | Boing Boing
  • How to score genuine digital impact at scale: some insights gleaned from PepsiCo’s experience in digital | iMedia Connection

Insights.

  • Why being relaxed makes us spend too much money | Jonah Lehrer
  • CIA pitches scripts to Hollywood | Wired.com
  • More than 30 million climate migrants in Asia in 2010, report finds | guardian.co.uk
  • Why 21st-century teens can’t talk on the phone | The Faster Times
  • The 10 best Amazon reviews. Ever. | Fast Company
  • The New New Journalism, circa 2011: “In the future, journalism will be either very short, or very long. Nothing in the middle will survive.” | Robert S. Boynton, Byliner
  • Graphs (and self-esteem boosts) open closed minds | Ideas Market – WSJ

Creativity.

  • Basquiat meets Mario Brothers? Digital poet Jason Nelson on the meaning of art games | guardian.co.uk
  • Stop stalling, start creating | Goins, Writer

Trends.

  • Continuous partial employment: a shift from having a job to having a life | Bryce dot VC
  • The future of fitness and health | TNW Insider

 

Is Social Media for Manufacturers?

There has never been a greater need for Australia’s manufacturers to create innovative and effective marketing strategies than over the past 2 years.  For many, the hype around social media in consumer land is influencing and complicating their B2B marketing plans.   Before you can decide whether social media can add value to your business, you have to ensure you have a detailed understanding of the ‘customer journey’.  This is very much consumer advertising speak, but it is extremely relevant to B2B marketers.

The premise is that unless you meet the customer on their terms, on their purchase journey and add value…you fail.  The customer journey should always be the starting point for any marketing plan.

So, how do you understand the customer journey?  Through research, surveys, field intelligence and web search habits you build a picture of:

  1. Usage – do you really understand how your product is used, how often, what’s features are valued.
  2. Trigger events – what drives the need for the prospect to commence the purchase activity for your product.
  3. Research – how does the prospect research and gather information for your product.  Would you be in their consideration set from this form of research?  Are you easy to find?  Is it easy to gather the necessary level of information on your product?  Social Media may play a role here!
  4. Purchase – what is the most important criteria considered/valued? What information is required by the prospect? In what format do they need it presented?
  5. Share – Do customers share product/service experiences, good and bad with their wider community/industry?  It’s these conversations, in B2B marketing, that can have a major influence on your sales!  Third party opinions are so much more powerful and influential than anything a company can promote about itself.  It’s why customer testimonials are a capital equipment sales person’s best friend.  Social media may play a role here!

Once you have a solid understanding of all of this, an ‘integrated’ marketing plan can be developed.  While many companies believe they have integrated 360 – degree marketing, very few have.  A true integrated campaign has the following elements:

• A timed series of marketing actions

(this is to stop all those marketing stakeholders taking the company on a roller coaster ride, reacting to every opinion or latest article read)

• Built around a compelling insight or idea

(which is derived from understanding the customer journey)

• Which deploys the most intelligent and appropriate recipe of media channels

(may have social media but, there is a  huge chance social media does not have a role for your
business – yet!)

• To propel customers and prospects along a pathway…

(a well constructed, consistent, relevant and compelling marketing campaign should make it simple for message-overloaded prospects to know you, understand you and know how to deal with you)

• To achieve measurable business outcomes…

No matter what new marketing and social trends get everyone talking, please remember that ‘Strategy is always the King’.  If your sales and marketing strategy is weak, every other activity will just be band-aid marketing solutions.

What we are reading

Management.

Innovation.

  • Amazon’s new convenience store delivery lockers | PSFK
  • Walmart seeks boost in search and e-commerce with @walmartlabs | Advertising Age
  • Instagram and Intuit founders discuss lean startups, pivots, and what makes a product successful | TechCrunch
  • Dreams of mobile payments lead telco to try banking | GigaOm
  • Amazon’s future is so much bigger than a tablet | Wired.com

Data.

Technology.

  • “Silicon Valley is littered with companies whose fortunes are tied to what you might call “OPP”- other people’s platforms.” | Fast Company
  • Most product teams don’t know if they are making their product better or worse; that’s why customers feel a twinge of fear every time they have to update or upgrade | TechCrunch
  • Four points for technology in politics from Obama’s jobs plan | techPresident
  • Australia has the second highest level of smartphone penetration in the world |Official Google Australia Blog
  • 7 tech predictions for the future from a Google Creative Director | TNW

Insights.

  • A guide to swaying majority opinion | The Atlantic
  • Why keeping up with RSS is poisonous to productivity, sanity | Ars Technica
  • Unicef: children stuck in ’materialistic trap’ | The Guardian
  • The “Kreayshawn quandary.” Is digital killing the luxury brand? | Adweek
  • Photo-sharing communities springing up around themes, places | JWT Intelligence
  • The German solution: saving books by keeping them expensive | The Millions
  • What our future might look like if we don’t trash the planet | Fast Company
  • Outrage as Huffington Post seeks teenage bloggers to not pay | Advertising Age
  • Death to banner ads! Social media campaigns that worked without them | Fast Company

Creativity.

  • How Tumblr created a design culture with no design team | Co. Design
  • 5 timeless insights on fear and the creative process | Brain Pickings
  • A vivid story can put us in a more altruistic mode, a study shows | Neuromarketing

Trends.

  • Retail renaissance: how customers love shopping in the “real world” more than ever | trendwatching.com
  • You look at me like you’ve never seen a neo-hipster before | McSweeney’s Internet Tendency
  • Place no faith in articles: ‘The,’ ‘an’ and ‘a’ are banned in iPod age; trying to ‘turn a brand into a religion’ | WSJ.com

What we’ve been reading

Management.

Innovation.

Data.

Technology.

Insights.

  • The no bullshit strategist | matt daniels
  • The West is facing ‘three years of hard slog’, says Sir Martin Sorrell | Telegraph
  • You don’t have to go out and party to be happy | Science Daily
  • A new perspective on sustainability: ‘Sustainable Wellbeing’ | Ogilvy PR Australia
  • Perspective is everything, details alone are nothing: Lessons from Sherlock Holmes | Scientific American
  • Instagram, Hipstamatic and the mobile photography movement | Telegraph
  • Closing the gender pay gap promises to reap rich economic rewards | SMH
  • Sustainability will remain a pipe dream until leaders understand ‘security’ | guardian.co.uk

Creativity.

Trends.

  • Stationery’s new followers: the appeal of handwritten correspondence | WSJ.com

Burson-Marsteller Asia Pacific Social Media Infographics

 

 

 

 

 

 

 

“The Asia-Pacific region’s rapid uptake of digital media and its sheer diversity of digital platforms and communities is a truly breathtaking phenomenon. In the last few years, with online and mobile penetration increasing rapidly across all Asian markets, and consumers spending more time creating, consuming and sharing information, the Asia-Pacific region is one of the fastest-growing digital landscapes in the world”.

Bob Pickard
President & CEO
Burson-Marsteller, Asia-Pacific

B-M Asia Pacific took a look at the Internet landscape of various countries in the region and the rise of social media.

Click this link to view it. Burson Marstellar social media infographic

Source: www.burson-marsteller.com

What we’ve been reading

Management.

• You are not running out of time | Rahul Bijlani
<http://rahulbijlani.com/essays/you-are-not-running-out-of-time-essay/>

• Six proven steps to creating raving fans | Wrestling Possums
<http://chrisjohnsavage.com/2011/07/20/six-proven-steps-to-creating-raving-fans/>

•  The danger of neglecting time alone | Becoming Minimalist
<http://www.becomingminimalist.com/2011/07/14/the-danger-of-neglecting-time-alone/>

•  Game mechanics hit the workplace with Engage for Salesforce.com | TNW <http://thenextweb.com/apps/2011/07/18/achievements-points-and-leaderboards-hit-the-workplace-with-engage-for-salesforce-com/>

•  Top 10 characteristics of great project managers | The 99 Percent
<http://the99percent.com/tips/6946/Top-10-Characteristics-of-GREAT-Project-Managers>

•  The most valuable business tip I know | Chris Savage for Firebrand Ideas Ignition <http://blog.firebrandtalent.com/2011/07/the-most-valuable-business-tip-i-know/>

Innovation.

•  Eight things stand-up comedy teaches us about innovation | Co. Design
<http://www.fastcodesign.com/1663337/method-eight-things-stand-up-comedy-teaches-us-about-innovation>

•  You can start a business by Tuesday | TheGrindstone
<http://thegrindstone.com/strategy/bullish-you-can-start-a-business-by-tuesday/>

•  The death of the digital media agency? | Econsultancy
<http://econsultancy.com/uk/blog/7761-death-of-the-digital-media-agency?utm_medium=twitter>

Technology.

•  Making technology more tactile | Influxinsights
<http://influxinsights.com/2011/technology/making-technology-more-tactile/>

•  If you care about your online presence, you must own it | Marco.org
<http://www.marco.org/2011/07/11/own-your-identity>

•  Thoughts from a female dev | That’s what she said
<http://www.teehanlax.com/blog/thats-what-she-said-thoughts-from-a-female-dev/>

•  The Internet forum, that great old standby of Web 1.0., has become an endangered species | NYTimes.com
<http://opinionator.blogs.nytimes.com/2011/07/10/remembrance-of-message-boards-past/>

•  If your website’s overrun by “a**holes” it’s your fault | Anil Dash
<http://dashes.com/anil/2011/07/if-your-websites-full-of-assholes-its-your-fault.html>

Creativity.

•  Creativity starts with examination | Stay out of school
<http://stayoutofschool.com/2011/07/the-closer-look-creativity-starts-with-examination/>

•  Why does beauty exist? | Wired.com
<http://www.wired.com/wiredscience/2011/07/why-does-beauty-exist/>

•  An interview with Hu Ge, creator of China’s most famous ‘viral’ videos | chinaSMACK <http://www.chinasmack.com/2011/videos/hu-ge-interview-parodying-chinese-society-and-viral-advertising.html>

•  Over-branding kills profits and scares off consumers | Co. Design
<http://www.fastcodesign.com/1663876/over-branding-kills-profits-and-scares-off-consumers>

Insights.

•  Why recycling plastic bottles doesn’t help the problem | TreeHugger
<http://www.treehugger.com/files/2011/06/why-recycling-plastic-bottles-doesnt-help-the-problem-video.php>

•  Let’s be acquaintances (on Google +) | BBH Labs
<http://bbh-labs.com/acquaintances>

•  Circles fatigue: the dark side of Google+ | Fast Company
<http://www.fastcompany.com/1767807/running-in-circles-on-google>

•  7 Reasons why I gave up on Google+, and you will too | Albertinho
<http://albertinho.net/post/7670512866/7-reasons-why-i-gave-up-on-google-and-you-will-too>

•  The making of Brand Huntsman, 2012 Republican contender | WSJ.com <http://online.wsj.com/article/SB10001424052702303406104576446002328103190.html>

•  TED’s Chris Anderson: the man who made YouTube clever | The Observer <http://www.guardian.co.uk/technology/2011/jul/17/ted-chris-anderson-youtube-clever>

•  Internet users–Facebookers most of all–are a trusting bunch.
Why? Because we are wired to build relationships around trust | Fast Company
<http://www.fastcompany.com/1767125/digital-oxytocin?partner=homepage_newsletter>

•  Why people avoid the truth about themselves | PsyBlog
<http://www.spring.org.uk/2011/07/why-people-avoid-the-truth-about-themselves.php>

•  What Gen Yers don’t know about themselves | Penelope Trunk
<http://blog.penelopetrunk.com/2011/07/15/what-gen-y-doesnt-know-about-itself/>

•  Internet use affects memory, study finds | NYTimes.com
<http://www.nytimes.com/2011/07/15/health/15memory.html?_r=2&src=ISMR_AP_LI_LST_FB>

•  5 principles to guide luxury brands’ use of social media | rmm
<http://www.rmmlondon.com/research/5-principles-to-guide-luxury-brands-use-of-social-media/>

•  The worrying effect of modern day’s light-emitting technology on our sleep | NYTimes.com <http://www.nytimes.com/2011/07/05/health/05light.html?_r=1&pagewanted=all>

Trends.

•  Fake Apple stores popping up in China | BirdAbroad
<http://birdabroad.wordpress.com/2011/07/20/are-you-listening-steve-jobs/>

•  The next five social media trends and their impact on marketing | Creativity_Unbound
<http://edwardboches.com/the-next-five-social-media-trends-and-their-impact-on-marketing>