Das Netz ist voll von Katzencontent. Scheint die User also zu interessieren. Was kann man daraus schlussfolgern? Marken müssen sich dem stellen, womit sich Nutzer gerne beschäftigen.
To stay on top of the ever-changing advertising landscape, john st. has opened the world’s first cat video division. With production, filming and seeding all in-house. Ask yourself, what can cat videos do for your business?
Hier die Casestudy:
Im Januar hat die Agentur bereist mit dem Pink Pony von sich reden gemacht.
Gamification ist eines der relativ neuen Buzzwords seit etwas mehr als einem Jahr. Sebastian Deterding hat auf der letzten re:publica am 14. April 2011 einen spannenden Vortrag darüber gehalten, den ich bisher noch nicht gebloggt habe. Hier ist er:
Ein Thema, das im Marketing immer relvanter wird. Aufgrund der interaktionsmöglichkeiten im Web und über mobile Endgeräte können in Zukunft immer ausgefeiltere Marketingmechanismen auf Basis von Spielemechanismen ins Leben gerufen werden.
Es gibt bereits einige Marketingprogramme, die Spielemechaniken verwenden. Eines der besten, bzw. bekanntesten Beispiele ist nach wie vor Lufthansa Miles&More (bzw. vergleichbare Programme). Es enthält relativ viele gamifizierte Komponenten:
Es geht natürlich um’s Punkte / Meilen sammeln
Wenn man eine normale Miles&More Karte hat, verfallen jedes Jahr die älstesten Punkte
Die Meilen die man sammeln kann sind unterschiedlich, wenn man eine M&M Krediktkarte hat: für Einkäufe gibt es Prämienmeilen, für Flüge Statusmeilen
Diese Meilen tragen unterschiedlich zum Status bei
Es gibt mehrere Stati: Normal, Frequent Traveller, Senator, Hons
Jeder dieser Statis genießt verschiedene Benefits
Dieses „Spiel“ hat einen großen Teil von Frequent Travellern in seinen Bann gezogen. Man hört immer wieder Storys von Leuten, die kurz vor der Schwelle zum Senator oder Hons geradezu merkwürdige Verrenkungen unternehmen, um möglichst viele Meilen zusammeln.
Was für Marketing Programme werden in Zukunft noch entstehen, je mehr sich der Gedanke durchsetzt, dass man mit der Gamifizierung von Marketingaktionen ein hohes Involvement und hohe Bindung schaffen kann?
This is it. I started this blog in the beginning of 2005 in English, because back then, there weren’t many German marketing blogs out there.
This, of course, has changed substantially in the last couple of years. There are plenty of marvellous German marketing blogs out there by now. (I will update my blogroll in this context, as well).
Since I am increasingly interested in diving in, and exchanging with the German marketing blogosphere, I have decided to switch the language to German and most likely most of the content will also be much more focused on Germany.
Of course I will still write about and link to fascinating international campaigns, blogposts, infographics, etc. But this blog will now have a greater focus on national digital marketing activities.
I apologize in advance to my international readers, knowing quite well, that my „KPI“ on this blog will decrease at first, while those target audiences quit visiting this blog.
But hopefully, they’ll increase again due to more readers from Germany and stabilize at a healthy level again.
This video shows a little more about the use case for businesses:
I especially like the quote at the end: „Business don’t make people happy. People do.“ Very true. Business is about people.
One interesting feature is „Google+ Direct Connect“. This allows you to put brand pages into one of your circles almost directly from the google search results. It has already been implemented for +pepsi, +toyota or +google (unfortunately, I can’t see that within the german google site just yet). Here is a video about it.
Today seems to be infographic day, I apologize in advance. But I couldn’t resist the following one about ROI.
The ROI of social media is still the holy grail. But MDGadvertising has produced an infographic, in which summarises many facts and approaches of the industry on how to get closer to a relevant ROI score. Facts like:
Current status of social media marketing in the mix
Metrics used by CMOs to measure social media marketing activities
Estimated ROI of various marketing activities / platforms
It’s nothing new. The value of an existing customer is rather high, when treated correctly. We all know examples like „It is 6 to 7 times more costly to win a new customer than to retain existing ones“. Flowtown has produced an infographic on this topic:
This, at first, came across as a rather nice gadget for social media nerds: the social media platform atlas. It shows an overview of interactions possible on the worlds largest social network:
Platlas is designed to help you better understand your social networks. Our goal with this project is to introduce a new and interactive perspective to the variety of actions users take on their social platforms. To better educate users and companies alike, we’ve created the first ever social network ecosystem exploration tool. (…)
Starting from a user’s profile in the center of the circle and moving outwards this interactive guide illustrates the hierarchy of Facebook user actions from the perspective of content creation and interaction. (see here)
Clicking through the tool, you can arrange the info in various ways to figure out how to use facebook. The added value does not seem to be extremely high, but it is in fact a nice interactive infographic. No more, no less, if you ask me.
More interesting, however, is the way the video and the introduction to the tool is done. On the page you can read about the technical specs of the tool (i.e. javascript, no flash, etc.).
In the video (if you haven’t watched it yet), you don’t only see the people involved in the project explaining the tool, expressing their pride. You can also see many views across the agency. This way, people can get a feeling for what the agency is like. Whether it is a nice place to work at.
My guess is: this is a clever recruitment „campaign“. May be also built for some new business activities. But when watching the video I got the feeling their first objective was to lure prospective employees…
Wo ich sonst so bin...