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6

Ebay to “I”bay

Follow it. Find it. Make it yours.

That’s the new tagline for the infamous online marketplace boasting their new interface. Ebay announced their plan of making their marketplace more manageable for both buyers and sellers.

Have a look at their new page, users can now follow other users, collections or interests, establish their own profiles and curate their collections. This might seem like Ebay has decided to move towards a social media outlook. The new interface could be rumoured to mimic the functions of the social media site Pinterest. Where Ebay has allowed users to categorise their products or likes within a labelled portfolio, and users can even chose to share their likes!

The new interface is definitely more appealing and less messy than the previous ones. I’m even starting to enjoy spending time on the site trying to make my profile appealing. Yikes!
Not a good predictor for my future expenses.
How do you users think about the new interface? Yay or Nay?

Xx,
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10

Have You Heard a Coke?

To my fellow Coke/Spotify fans,
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Source AdNews

Following the Share a Coke campaign which launched last summer in social, outdoor and digital platforms. Coke has yet revealed another creative experience for its customers. The new edition to the campaign has integrated the use of Spotify to undergo this idea.  

The aim of the campaign is to help Australians reconnect with their friends and family, whilst reliving special memories through the sharing of music. This could be assessed thru the QR codes and URL printed on the Coke cans. The series of Coke bottles between the years 1938 to 2012 will be launched, along with the QR codes and URL link printed on the packaging. The codes will thus link customers using their mobile phones or into their Spotify desktop program, to 50 significant songs based on the year printed on the Cola pack.              Image

Source Opinions of the Lab
The campaign will run until December, promoting the fact that now, consumers will not only be able to share Coke cans specialised to their loved ones, but also through the use of music, nostalgic memories linked to that certain period and Coke packaging, could also be shared and relived. This movement marks the first time Coke has ever advertised on a local musical platform. 

music is a universal connector for people across cultures and generations, as well as an emotive connector 
-Lucie Austin, Coca Cola South-Pacific Marketing Director

This is their current Spotify interface

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Source Coca-Cola Company 

Which not only allows users to share tracks, but engaging users globally through pinning their favourite places alongside their music, using Facebook Places. 

Reminds you of some companies creating a playlist on Spotify such as Herbal Essences, trying to connect with their customers on a melodious level doesn’t it? It’s amazing recognising the efforts of such a big company like Coca Cola, still attempting to promote itself so extravagantly. This will hopefully encourage customers to buy Coke bottles not only for the sake of drinking it, but also unlocking the 50 tracks and collect iconic Coke packaging. 
It certainly does revolutionise the way brands will need to promote and engage themselves in the current societal context. 

C’est La Vie! Xx
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Campaign Brief ll Marketing Mag ll Coca-Cola Company

8

Checking-In ?

Bonjour Beautiful Geeks,

Are you the type to purchase a cup of coffee or warm danish cruffins just for the sake of hogging a cafe’s internet? 
Well I’ve got good things ahead for you! 

The well renown social media platform, Facebook, has just recently announced its partnership with the Internet company, Cisco, on the 2nd October 2013. The agreement involves offering free Wifi to customers of a certain establishment as long as individuals check in to a business on Facebook. It offers a fast way to access free Wifi by simply checking in on Facebook. Regular posts about the business will then continuously update customers.
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Source CMO

The two firms will thus be targeting more cafes, shops, hotels and public hubs, specifically small or recent establishments, in the hope of peaking their interests. The developed “checking in” element, will not only grant businesses the ability to showcase more promotions to their customers, and increase brand recognition, but also the opportunity to familiarise themselves with their customers. 

Guest access provisioning for most companies is a brutally difficult thing. First-time users have to set up a name and password. Among a lot of demographics, Facebook has become the de facto authentication method.  -Zeus Kerravala

Based on the data provided in Cisco Customer Experience Report 2013, 39 percent would share personal information in exchange for more discounts, personalized services, and sales promotions.This recently developed program instilled in Facebook would in my opinion decrease the required effort of businesses in researching about their customers. Previously, customers could also check in their locations on Four Square or even Facebook. However it doesn’t grant access of customer profile as this. 
Look how cheap we get sometimes! tsk tsk… 

Feel like you’re exposing yourself too much to businesses? Don’t worry, certain demographic information such as your real age (notice the bold font ;) ),   residency, gender etc. will be the points of interests for these businesses. Check ins could also be set as private, and automated as well. So your late night endeavours and scandals are safe!! 

So BG’s, would you trade your profile for free Wifi? 
I’m definitely unsubscribing my internet at home! hahaha! 
Hope they get Starbucks to do it.

C’est La Vie! xx
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Business Insider ll CMO ll Newsfactor

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Pay With a Kiss? Xx

Dear lovely caffeinated enthusiasts,

Put away your daily $3.50 per cup of coffee, and head to Metro St.James Cafe. This sweet little bistro has just recently opened in March 2013, and has had such a great impact from their social media campaign.

Metro St.James posted a videos and updates in both their Facebook and Youtube accounts, showing the idea that, instead of paying $3.50 for a cup of coffee, you can instead pay by smooching your partner, but it has to be a real kiss!!

Customers were raving at how unique the idea was, as it turned a humdrum cafe into a romantic French feel. Their ads were virally spread, the efficiency of which was helped by the positive Word of Mouth spread by consumers online.
I’ll need to grab a partner before heading there ;)
How much would you pay for a coffee?

Xoxo,
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2

The Hidden Clues of Iphone 5s

Fellow Geeks,

With Apple’s recent release of yet another Iphone on the 11th September 2013, were you as astonished as I was regarding the spontaneity of it?
There existed no formal pre-release promotion or hype as it did with it’s previous products, rather, I was greeted one morning with a “Hey Iphone 5s has been released!”.
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Picture courtesy of Wallgood

But in all seriousness, Apple’s promotional strategy has made every element beneficial to the company, and ironically relies on the role of customers to do the advertising tasks on their behalf.
Here are some important points which I’ve observed form their strategy:

  • Secrecy
    Apple has attempted to ‘hide’ during the process of innovating their models. Unlike other technology companies where brands would intentionally promote it’s exciting product developments to create an anticipating link, Apple has decided to let it’s customers create rumours and decide for themselves what ‘ideally’ would be the next Iphone generation. No confirmation of the innovation’s characteristics are predetermined until the release of the product.
  • Leaks
    Within the period of release, the company has dropped several hints or leakages such as, a wider screen, which I suspect Apple intentionally does to tease it’s customers. The leaks however, ignites a hype among customers in conjunction to their ideal improved version of the gadget, which results in customer discussions and probable arguments.
    Screen Shot 2013-09-12 at 2.43.21 PM
  • Social Buzz
    As noted, the majority of Apple’s promotion happens online, within technology forums such as Mac Rumors Forums, Mac World, Whirlpool ForumsThe firm occasionally sends out invitations to notable techno icons to Apple interview events to spread the message online.
  • Pre-order
    The idea of ordering products before the date of release was to built on the feel of anticipation. Loyal Apple and tech fanatics would most probably sign up to this,the news of which was also spread over the internet.
  • Sudden Release
    The unanticipated release of Apple’s new products within a short span of time, which was also officially announced online through Youtube channels and forums, left customers who were initially not expecting to focus the attention to Apple.

“Apple’s promotional strategy seems to relate to an investigation process, where customers act as detectives on behalf of the general public to piece the puzzles of leakages forming the final idealised product, which will be when Apple releases the product”

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Picture courtesy of
 Financial Post

Due to it’s established brand and strong customer loyalties, Apple didn’t have to deliver traditional communications to it’s customers, rather customers would take on the proactive role in this context, to find out the latest details.

Do you think Iphone’s promotional strategy would survive on the long run?
Tell me what you beautiful minds think!

C’est La Vie!xx
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9

Beauty & The Beast

Dear Readers,                                                                                                                          Hitting an end towards the year, we must’ve had several highlights on some good and ugly social media examples! Here are my top picks of 2013’s Beauty & the Beast

Beauty
Water is Life “Hashtag Killer”                                                                                                
Have you witnessed the social media phenomenon in the hashtag platform labelled as “#firstworldproblems“? The term was originally phrased by users of Twitter to compliment posts about trivial life afflictions adding an exaggerating element on how big their problems are. For example:                                                                            

“Need to have a shower, but that would involve getting out of bed #firstworldproblems”

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        Source from adverblog      

 However, thru this recent campaign, Water is Life has successfully utilised the actual meaning of the hashtag,implying that it really is a Real Problem. During the succession of the campaign, it has successfully raised 1 million dollars worth of clean water. This remains my favourite because users of Twitter began to utilise the hashtag in turn to raise awareness of the need for clean water message instead of describing their own situations. 

 Which just proves staying relevant to your consumers are important eh? ;) 

Beast 
Onto the “beasty” side of things! 
The problem with viral marketing is that negative comments are generated and spread around very easily. 

American Apparel
With the recent Hurricane Sandy happening earlier in the year, the clothing brand American Apparel decided to mechanise it as a promotional opportunity and sent out an email blast communicating “The Hurricane Sandy Sale”, accompanied by the insensitive caption “In case you’re bored during the storm”. 
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Source from abcnews

The brand suggested that a majority of their customers would be inside their homes with nothing to do and cozying up. What’s worse, instead of apologising, American Apparel CEO Dov Charney responded to the backlash by saying “We’re here to sell clothing. I’m sleeping well at night knowing this was not a serious matter.”
Not a very smart move American Apparel!!! 

The lesson to take here is that however strong the brand is, and may routinely mix humour with social issues, you should never capitalise on a serious crisis. 

What’s your 2013 highlights? Or any other year for that matter ;)
Toodlessss!! 

C’est La Vie, 
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Source
Adverblog ll Imediaconnection ll Searchenginejournal ll Socialmediatoday