Pick of the Week 6

Andrew Robinson
Creative Director

April 27, 2012

Pick of the Week this week comes from Ilana Rabinowitz from the Lion Brand Yarn Company. A company with a big following and a savvy team.

Don’t let ROI get in your way…sometimes if you build it the rest will come

Here’s the question you don’t want to hear while you’re building an audience:
“When will we see a dollar from this?”

There is a Zen aspect to audience building that goes something like this:

  • If you want to be able to sell people something, don’t focus on selling.
  • If you want people to listen to you, don’t talk about yourself.
  • If you want to get something back from your audience, be generous.

So, how can you see a dollar from this?  Wrong question.

An engaged audience is a valuable asset, but not necessarily for the purpose of selling. And you cannot fully fathom the value of that asset in the short term.  Over a period of years, as you grow your audience what happens is this: opportunity knocks because of your audience.

© Marc Roche – Fotolia.com

Most business bloggers understand this about their blogging efforts.  They don’t expect their blog to generate revenue.  It’s the same reason that celebrities and newsmakers grant the most desirable interviews to Barbara Walters or Oprah. It’s not because they get paid more to do it.


Should I Check my Email?

Andrew Robinson
Creative Director

April 21, 2012

Should I Check my Email? A flowchart by Wendy MacNaughton for a Forbes article on how and why to ignore your inbox.

(via Explore)

SourcedFrom Sourced from: MC – FEED VAULT » MINDCORP – DESIGN – GENERAL

15 Case Studies to Get Your Client On Board With Social Media

Andrew Robinson
Creative Director

September 1, 2011

When you are considering using social media, either as a client or an agency, do not refer to social media as Twitter, Facebook, Youtube, Blogging or any other specific service. Try to understand the needs of a client, the strategy of what you are trying to achieve and if that is proving difficult to define, refer to case studies. It’s a fairly sure bet that a great deal of those clients will positively associate with one or more of these studies.

  • Narrow your focus to responding to customer complaints, as Comcast does on Twitter.
  • Build brand loyalty, as Bisnow does with e-newsletters, as Skittles does on Facebook, and as the Wine Library does with its podcasts.
  • Issue blog posts and tweets instead of news releases, as Google does with its blog, and as its now-former CEO did with Twitter.
  • Re-purpose your existing content, and thus enlarge your audience, as The New York Times does with Twitter, as the FBI does with Scribd, and as Dell does with SlideShare.
  • Manage your reputation, as countless companies do — or try to do — with Wikipedia.
  • Conduct crisis communications, as Johnson & Johnson does with its blog.
  • Hold contests to improve your algorithms, as Netflix did with the Netflix Prize.
  • Crowdsource your challenges, as the U.S. Army did with its field manuals.
  • Demonstrate thought leadership, as recruiter Lindsay Olson does with her blog.
  • Research free advertising opportunities, as Allstate does on YouTube.
  • Showcase your wares, as Zappos does with its blog, and boost your sales, as Dell does on Twitter.
  • Recruit employees, as Booz Allen does on LinkedIn.

In these contexts, “social media” refers not to platforms, but to what those applications enable: social interaction.

You must remember these individual case studies next time you approach a client who is unsure about social media platforms. Instead of pushing Twitter in general, emphasize the importance of reaching new and savvy companies using the platform. Instead of banging on about a blog, show how blogging can generate leads. Instead of pointing to videos gone viral, explore video tools that will help your client develop a brand identity.

By looking at a client’s objectives on a case-by-case basis, the strategy will appear both familiar and achievable.

SourcedFrom Sourced from: MC – FEED VAULT » MINDCORP – TECH

Groupon Takes a Trip to the Supermarket

Andrew Robinson
Creative Director

April 22, 2011

Daily deals juggernaut Groupon has partnered with consumer packaged goods giant General Mills to offer subscribers a first-of-a-kind home delivery grocery deal Thursday.

The “Redeem From Home” General Mills Sample Pack features $40 worth of General Mills products — including a coupon book and breakfast, lunch and dinner fare — for $20.

The grocery deal was offered solely in San Francisco and Minneapolis. Eligible consumers responded with alacrity and snatched up the groceries before day’s end. In Minneapolis, for instance, the deal sold out at 3:05 p.m. local time with all 4,500 Groupons purchased.

General Mills believes itself to be Groupon’s first consumer packaged goods partner. There’s no indication that the soon-to-IPO company is exploring other consumer packaged goods deals, and we suspect that most big brands are likely to balk at the company’s margins, but there’s still something fresh about this supermarket sweep.

As for General Mills, the brand is hoping the deal will turn Groupon samplers into grocery-store name brand buyers.

“We’re always looking for efficient ways to sample our products and given Groupon’s scale, we thought this would be a way to reach a sizeable audience,” General Mills’ director of product marketing Karl Schmidt told Advertising Age. “Our goal is to get trial across a breadth of products and get people to go into the grocery store with follow-up purchases.”

Image courtesy of Flickr, Artbandito

SourcedFrom Sourced from: MC – FEED VAULT » MINDCORP – TECH

HOW TO: Optimize Your E-mail Marketing for Social Media Results

Andrew Robinson
Creative Director

March 15, 2011

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

Marketers plan to increase spending on e-mail and social media marketing more than any other tactics in 2011, according to a recent survey.

As marketers find opportunities to build audiences, conversation and conversions with clever cross-promotion between the two mediums, e-mail and social media tactics are becoming increasingly popular and intertwined.

Incentives Drive Clicks and Conversions

Dingo, a pet food company in Ohio, used Constant Contact to create a promotion that rewarded customers with a $20 coupon if they signed up for the company’s newsletter and “Liked” its Facebook Page, with the catch being that the page needed to get to 5,000 fans (from a base of around 300) for the promotion to kick in. Mike Halloran, the owner of Dingo, says it reached its goal within three days, as pet owners found out about in the Dingo newsletter and forwarded it to their friends and “liked” Dingo on Facebook.

Mark Schmulen, general manager for social media at Constant Contact, says that Dingo’s campaign illustrates a growing trend among customers. “Of all channels, e-mail marketing and social media go hand in hand better than any other,” he said. “Getting your customers to share your message with friends is the most effective way to grow your business.”


Small businesses see social media as the greatest marketing priority

Andrew Robinson
Creative Director

January 4, 2011

Small businesses are becoming increasingly aware of the importance of social media.

Whilst they are not yet at the usage levels of their larger counterparts, small business is warming to social media marketing, according to a survey in late 2010. They have gone from being curious to interested in late 2010. Early 2011, and digital marketing is a ‘must have’.

Businesses overwhelmingly consider word-of-mouth the most important marketing tactic for finding new customers, including both online and offline discussions. Websites and email marketing followed as the only other tactics a majority of small businesses said were very important.

Overall, websites and email were rated the most important marketing tool for business promotion, with more than 9/10 small businesses citing both. Facebook came a distant third, but that was up from the March survey. Twitter’s importance was rated lower still, but that too was up from March.

With larger businesses, social media plays a larger role. A June 2010 survey of online marketers found email and company websites were the top marketing tactics used—each by more than 95% of respondents—but social media came in at over 80%, significantly higher than Facebook’s rating in the small-business survey.

Small businesses are also slower to adopt social media, partly because many  lack a strong web presence and partly because they do not devote the budgets specifically to those areas, that larger businesses do.

Whilst we would hope that smaller businesses reverse that trend in 2011, I don’t think it will take long. Bigger businesses have spent in this area because it has shown tangible returns. Smaller businesses have seen this ROI and now feel that they will benefit from investment in this area.

Mindcorp is a digital design agency based in London. We specialise in branding, web programming and social media. To find out more, click here.

Clients flock to the creative seminars

Andrew Robinson
Creative Director

November 17, 2010

This years Cannes Lions International Advertising Festival bucked the global recession and emerged as a client-centric gathering focused on creativity and return on investment and less on narrow ad categories. So much so, that the event’s organisers plotted the introduction of Cannes Lions effectiveness awards next year and floated the idea of changing the festival’s name, likely dropping the word “advertising” to reflect the transition that the festival, attendees and industry are going through.

Clients made up 15% of a total of 8,000 attendees The number of marketer companies was 400 this year and the size of their delegation mushroomed. This was the year of ‘business changing ideas’ and more sophisticated integration. The top winners characterised this. Old Spice’s manly body wash, TV spot took film Grand Prix.
‘The Man Your Man Could Smell Like’ beat branded content and online film from Gatorade.

Several cited Procter & Gamble’s decision to send “hundreds” of people to Cannes a few years ago as a real wake-up call that inspired them. In fact, P&G didn’t send more than 50 people (and about 20 this year) but that perception showed the impact of the first high-level client delegation to Cannes.

Marketers even ask the festival for seminar spots, further justifying their trips to Cannes.
This year’s seminars — paired speakers Ben Stiller and Jeff Goodby, and director Spike Jonze with Kraft. They packed the 1,100-seat Debussy auditorium so that some of it was transmitted to an overflow auditorium.

Martin Riley, the chief marketing officer of Pernod Ricard, made the trip with two of his colleagues and plans a larger Pernod team next year, a signal to agencies that creativity is valued and expected. “If you’re going to be a good partner to your agency, and push your agency, you have to have a sense of what’s possible and happening creatively, not just in your own category,” he said.

As marketers have moved from a world where messages were pushed through mass channels such as TV to one in which consumers pull in the messages that interest them, the bar for content is higher. Being creative has become critical and essential to getting your message heard.

Mindcorp is a digital design agency based in London. We specialise in branding, web programming and social media. To find out more, click here.

RSAnimate – content presentation makes all the difference

Andrew Robinson
Creative Director

June 16, 2010

I suppose some of you will have seen this, or some of the other animations. If not, then welcome. I’ll post a couple of others in the coming days, but I thought that this video needed a comment or two.

Did you know that the difference between this animated talk and Dan Pink’s actual talk are huge. The figures on this animation, currently run at 1.35 million, the actual talk runs at around 4,000. You can do the maths, or as you say in the US, the math.

The other thing is this; I recently sat in a keynote speech with a senior google executive who talked about the 80% law; the idea that 20% of employee time is devoted to pursuing ideas projects and directions away from the corporate need. Here it is

Mindcorp is a digital design agency based in London. We specialise in branding, web programming and social media. To find out more, click here.

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