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This blog page is discontinued 

but the sharing of ideas goes on 

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Hack your competitor's campaign

While their national soccer team isn't doing great things at the European Championship, the Dutch app and AR builder LAYAR has enhanced its augmented reality platform with STIKTU. Stiktu is a new app that enables users to -as they put it themselves- 'remix the real world'. 

The idea is as simple as it is brilliant. Scan reality around you, add whatever you want to the scanned image, and post it on LAYAR's virtual reality. What STIKTU does, is giving augmented reality into the hands of the people.

Now marketing and communication wouldn't be what they are if they didn't think of creative ways to use innovations. STIKTU opens a bright new world for AMBUSH MARKETING. Where Bavaria was covered in the international press for their ambush action with pretty girls dressed in orange dresses, today every action of your competitor can be hacked, used and abused for your own profit. STIKTU gives everyone the power to change anything and to add any comment, improvement or information to anything visible in the world.

So the hunt is open. Annotate campaigns, posters and shops to express your opinion or to hack your competitors efforts. 

 

Use the environment to promote your shop - no media fee needed.

Hack your competitor's campaign and use his efforts.

Promote your shop or webshop.

Find the 7 differences...

Railways have the same products, services and now the same ads...

Railways Belgium: "Let's build the train of tomorrow" (slogan)

Railways France: "constructing tomorrows network" (Voice Over)

Heavy Social Media Users: Weak ROI



Forbes, leading source for business news and financial information, published an interesting article on the value of High Social Media Users. And the result of their research might not show what most of us want to see...

First, let's take a look at their definition of social media usage and what they consider social media:

Usage:
1. Heavy Users: People who spend 26% of their online time using social media.
2. Medium : People who spend 4.1% of their online time using social media.
3. Light : People who spend 0.42% of their online time using social media.

Social media:
Foursquare, Facebook, Twitter, blogs, etc.

Let's admit it: sounds very fair. But hey, what would you expect?

Forbes related the social media usage to the online spent in number of online buyers as well as in purchase value:

Some bloggers, even at SocialMediaToday, seem to need an explanation for this. But it wouldn't bring us any further than a hypothesis. Point is that light social media users seem to be more interesting for your online commerce.

Meaning that today's marketer has again a new dilemma: heavy social media users are easy to reach but have a lower ROI. Light social media users (in this case People who spend 0.42% of their online time using social media) are more difficult to reach but have a higher online spent.

Damn. Social media aren't the magic solution either...
;-)

Modern traveling according to Google Maps

During the summer period, lighthearted posts can occur on this blog...
Just go from 'Taiwan' to 'China' and read line 23.

User value versus company value...

No further comment needed...

Click here to read the original article.

The Brand Bull

I've had an interesting experience yesterday. I was invited for an interview on big companies' customer centricity (or rather the lack of it) by Radio1, the national quali radio station in Belgium. They had created a charter and companies were invited to the studio to sign it. You can imagine that all major companies from the energy and telecom markets were present to show their good will.
As I was at the end of the program, I was waiting outside the studio and was privileged to follow the official on air version as well as the 'backstage' comments.
One of the major energy providers had sent their spokeswoman. A very confident and mediatrained apparition that was sent out on her mission to reassure the world that the company she represented was already customer aware today and will be even more customer centric in the future. As a proud protector of her employer she declared that the average waiting time before their call center picked up the phone was 28 seconds. Which was a great average, but it directly reminded me of the story of the man who drowned in the river with an average water level of 20cm. While she was pronouncing her words in front of the microphone her (I suppose) assistant made a small victory dance outside the studio. Suddenly it became clear to me that for them the whole show wasn't about customers but about free publicity on national radio. It had nothing to do with an intention to change their attitude towards the customer. The host of the program immediately interpellated the spokeswomen on the impossible to understand invoices. The selfconfident spokeswoman had no clear answer. End of the interview.
Coming out of the studio, the assistant was clearly in a victorious flush. "You did great! And on the 28 seconds they had no reply! She (the host) immediately started about the invoices. That was low", she almost shouted.
In front of me were 2 brand bulls. Responsible for the official company declarations that their bosses didn't want to pronounce or didn't want to spend time on. The initiative of Radio1 was just anioher competition for them against the other providers. Their point of view had nothing to do with customers or customer centricity. It was once again an attack on 'the others' like a dumb bull running towards the red rag And at the same time a missed opportunity to get fundamental input and insights on their customers. Another missed opportunity to show interaction with the customer. Another missed opportunity to tell their story or to start conversating with their customer. I'll suggest to Peeters and Pical, the hosts of the show, to hang the red rag outside their studio so next time the brand bulls will stay out of the studio...

Dear customer, we still have a very long way to go...