tag:blogger.com,1999:blog-88493582753311719142024-03-13T12:10:40.700+13:00PHDiQ New ZealandUnknownhttp://www.blogger.com/profile/16837656027367090144noreply@blogger.comBlogger79125tag:blogger.com,1999:blog-8849358275331171914.post-40081547737052189272014-01-24T12:26:00.001+13:002014-01-24T13:41:40.149+13:00It's a Game Changer.<div class="separator" style="clear: both; text-align: center;">
<a href="https://itunes.apple.com/au/book/game-change/id706053999?mt=11"><br /><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiJjcedtbAL6jqNlFS4xqntEdnY8Zm12Es7_6J5mTvd6m4ms6yAXLUrg2bWzg6m3Z-QC8CseQVfMSBvp3BfJgIELx7fxs9U0F_5Y1sd1WBK1hk3bJUd7yFTwmgf4PSfGV6OxMfjHSCFMrC/s1600/gamechange.jpg" height="118" width="320" /></a></div>
<br />
<span style="background-color: white; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 13px; line-height: 18px;">We are very excited to announce that the book is available now on Amazon, iBookstore and Google Play! Join us in making 2014 the year of PLAY.</span>Unknownhttp://www.blogger.com/profile/16837656027367090144noreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-42873352273230591222013-08-30T15:57:00.000+12:002013-08-30T16:06:09.689+12:00Nothing is certain but death and Facebook algorithm changes<div class="MsoNormal">
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Yes that’s right – the algorithm has changed again. But
unlike <a href="http://phdiqnz.blogspot.co.nz/2012/10/facebook-its-time-to-put-up-or-shut-up.html">the
changes made in September 2012</a> this round of changes has flown under the
radar – perhaps overshadowed by the way more exciting (and easy to understand)
announcement that pages can now <a href="https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-ash3/851577_158705844322839_2031667568_n.pdf">run
competitions without requiring a third party app.</a><o:p></o:p></div>
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That’s not to say that there isn’t still a place for the
good ol’ app – which this <a href="file:///Q:/Polly/blogs/goo.gl/pQvsro">infographic from allfacebook</a>
outlines really clearly. And of course there is still the minor issue of the
law and the need to provide terms, conditions and privacy statements.<o:p></o:p></div>
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<br /></div>
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But I digress. The <a href="https://www.facebook.com/facebookforbusiness/news/News-Feed-FYI-Showing-More-High-Quality-Content">algorithm
changes</a> have flown under the radar because they are largely beneficial for
most brand pages.<o:p></o:p></div>
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Previously <a href="http://edgerank.net/">Edgerank</a> was
based on three factors – affinity, weight and time decay – that determined whether
any one status update would be seen by any one person. That’s now changed and there
are reportedly a myriad of factors that are now taken into consideration. Two
of the main ones being talked about are Last Actor and Story Bumping.<o:p></o:p></div>
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<a href="http://sproutsocial.com/insights/2013/08/facebook-news-feed-algorithm/">Last
Actor</a> looks at the last 50 interactions you’ve had on Facebook, then gives
new posts from those people or brand pages priority on your newsfeed. Pages who
post frequently will be rewarded – and those that are targeting the most active
demographics need to post more frequently to stay visible.<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjv1mySa_HEHNynGoCmCk7EcJYIGqMT6uApJO2cKOA4-0kHSG0QcVGV8cE7ZSzwDFrk3s0_FssnWzES9UsCnKiIxNRVZcQC6Q7hRXrZkWfhBy4z1eyKODgtQZRQrdp79Ut6KWNPPczoys/s1600/kitten.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjv1mySa_HEHNynGoCmCk7EcJYIGqMT6uApJO2cKOA4-0kHSG0QcVGV8cE7ZSzwDFrk3s0_FssnWzES9UsCnKiIxNRVZcQC6Q7hRXrZkWfhBy4z1eyKODgtQZRQrdp79Ut6KWNPPczoys/s400/kitten.jpg" width="400" /></a></div>
<div class="MsoNormal">
But it’s not just about quantity. Facebook will also assess
the quality of your post and demote content that is ‘engagement baiting’ just
to get likes. Brands will need to come up with something better than ‘like this
if you like fluffy kittens’ and the world will be a better place for it. Facebook
haven’t quite said <a href="file:///Q:/Polly/blogs/%5bhttps:/www.facebook.com/facebookforbusiness/news/News-Feed-FYI-Showing-More-High-Quality-Content%5d,">how
they will do this</a>, but brands that thrive on this type of content can
expect to see engagement rates drop away. <o:p></o:p></div>
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The second factor – <a href="https://www.facebook.com/facebookforbusiness/news/News-Feed-FYI-A-Window-Into-News-Feed">Story
Bumping</a> – works like this. If a page you regularly interact with posts some
content and it’s getting good interaction, but you’ve found something more
interesting to do than log onto Facebook every couple of hours causing that
post to slip down your newsfeed – then don’t despair! Facebook will bump that
post back up your newsfeed, givi<o:p></o:p></div>
ng you a second chance to see content that it
thinks you want to engage with. This is good news for brands – particularly those
that still insist on posting status updates during business hours when only half
of their fanbase is actually online. <br />
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<br /></div>
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There are many other factors that matter now. Anyone noticed
Facebook prompting you to update sections on your info page? Yep, that’s taken
into account too. <o:p></o:p></div>
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<br /></div>
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So how will these changes impact on brand page performance?
We’ll probably never know because Facebook coincidentally rolled out their <a href="http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/">new
insights platform</a> just before the algorithm change. Virality no longer
exists and has instead been replaced with the more all-encompassing ‘Engagement
Rate’. <o:p></o:p></div>
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“What’s the difference?” I hear you ask. Quite a lot. <o:p></o:p></div>
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Virality took only the highest quality interactions – those that
resulted in a story being created which shared your content with their friends –
as being worth counting. All other interactions – usually called ‘other clicks’
in the exportable report – weren’t deemed valuable enough to include. Hence the
rise of all those ‘like this if’ posts – unless people engaged in a certain
way, they weren’t counted.<o:p></o:p></div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: right;"><tbody>
<tr><td style="text-align: center;"><span style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><a href="http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/" target="_blank"><img alt="http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/" border="0" height="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj08S9DYVoeBdUtzaJD-bEhf43Le4zisY_QSlK3F9y3-zb71t2zs10qDi1flFSp0Hm8j7dH3IL7RmbzlhiT_njOP7ur9oR_pNsmn0QUumKkeV99qmeK427PBYNWSUnTnoDB1F43JER_k4Q/s400/engagement_rate_formula1-500x163.png" title="Engagement Rate" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><a href="http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/" target="_blank">Image courtesy of Inside Facebook</a></td></tr>
</tbody></table>
<div class="MsoNormal">
The new Engagement Rate – defined as “the percentage of
people who liked, comments, shared <b>or
clicked</b> on your post after having seen it” is broader, but more worthwhile.
If someone clicks on a link through to your competition app (oh, except we don’t
need them anymore) or another piece of content you wanted to share – that wouldn’t
have been included in virality, but is included in the engagement rate. Someone
clicking on an image you have shared because they want to see it in more detail
is counted as engagement, but wouldn’t have been included in the old virality
metric.</div>
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The sound of page admins around the world patting themselves
on the backs for a job well done last month was deafening (I wonder how many
truthfully explained the reasons for the better results in their reports). But
with all the changes Facebook are rolling out, they’ll still need to work hard
to make sure Facebook continues to deliver results for their clients.</div>
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<o:p></o:p></div>
Unknownnoreply@blogger.com8tag:blogger.com,1999:blog-8849358275331171914.post-84327459944235735082013-06-11T16:23:00.002+12:002013-06-11T16:23:48.841+12:00Graduate Job Opportunity - Junior Campaign Manager
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<span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-NZ;">PHDIQ is
the digital media agency of the phd network in New Zealand. We work with some
of New Zealand’s leading advertisers, developing innovative and engaging media
opportunities online, on mobile and in other emerging media.<br />
<br />
We are looking for a Junior Campaign Manager to join one of our planning teams.
You will be responsible for the correct buying and implementation of campaigns
across all digital media, including mobile, social and online display. <br />
<br />
The ideal candidate will be a recent graduate with a strong interest in digital
media.<span style="mso-spacerun: yes;"> </span>They will have a good head for numbers,
be able to quickly pick up and understand new technology, and have strong
communication skills.<span style="mso-spacerun: yes;"> </span>They will also be
a great team player.<o:p></o:p></span></div>
<br />
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<span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-NZ;">Please
send your CV to <a href="mailto:Christophe.spencer@phdiq.co.nz"><span style="color: blue;">Christophe.spencer@phdiq.co.nz</span></a>
as soon as possible if you are interested in the role. <o:p></o:p></span></div>
<br />
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<span style="font-family: "Times New Roman","serif"; font-size: 12pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-NZ;">Full training
will be provided to the right candidate.<span style="mso-spacerun: yes;">
</span><o:p></o:p></span></div>
Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-8849358275331171914.post-10841983982476827462013-03-21T18:38:00.001+13:002013-03-21T18:44:57.557+13:00News Pooper<br />
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<span style="font-family: Arial, Helvetica, sans-serif;">This week the Advertising Standards Authority released their
numbers for ad spend across all media channels for 2012. In not so surprising news digital continues its
steady growth, while that staple of the 20<sup>th</sup> century the newspaper
continues its decline. I’m still baffled
when I see those rolls of newsprint laying outside people’s houses in the
morning, like some old news dog has pooped out it’s latest slightly out of date
offering on the footpath for us to step in.
Weird. <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2Rqc3qnSgzttVeVCc2Tujx7Wg1TmMOJHRJaOmkG8HYKv-DwU3ZZrI_NwWwp7gLwnJsxUrS4fsiEKdjyQ8mEA7Fbc84FYTuBkTfFlcns-2Go31o_xOrQZ1gIulHZvuCcfvOgcQW9efin4/s1600/old-newspaper.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" height="232" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2Rqc3qnSgzttVeVCc2Tujx7Wg1TmMOJHRJaOmkG8HYKv-DwU3ZZrI_NwWwp7gLwnJsxUrS4fsiEKdjyQ8mEA7Fbc84FYTuBkTfFlcns-2Go31o_xOrQZ1gIulHZvuCcfvOgcQW9efin4/s320/old-newspaper.jpg" width="320" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<span style="font-family: Arial, Helvetica, sans-serif;">Greedy old television keeps gobbling up ad spend to remain
relatively stable. I know, boring isn’t
it. Like Coronation St it just keeps
fearlessly rolling on – for now. OnDemand
and Digital continues to nibble away at TV budgets, they will eventually
succumb as they have in the U.S and U.K. </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Anyway, enough of this over opinionated babble, some key numbers;<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Digital spend in 2012 – $366m, representing 11.6% YoY growth</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Digital now no.3 media by ad spend</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">TV no.1 - $614m, flat</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Newspapers no.2 - $540m, decline of 7.2% YoY</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Digital increased YoY by $38m, to represent 16.9% of all ad
spend</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Mobile contributed $2.83m to digital spend, representing
176% increase from 2011</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">On line video contributing $12.69m</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"><o:p></o:p><br /></span>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-73376018524798071762013-03-21T16:10:00.000+13:002013-03-21T16:22:15.500+13:00Google Trademark Policy Change<!--[if gte mso 9]><xml>
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<![endif]--><span style="color: #073763;"><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Google have just announced a change to their Adwords trademark policy
which will take effect from 24 April 2013.</span></span><br />
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<span style="color: #073763;"><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><br /></span></span></div>
<div class="MsoNormal">
<span style="color: #073763;"><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;">Google will no longer monitor or restrict keywords in response
to trademark complaints for ads served to New Zealand users which aligns with their global policy. Google
will continue to investigate and take appropriate action regarding use of
trademark terms in ad text.</span></span><!--[if gte mso 9]><xml>
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<span style="color: #073763;"><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><br /></span></span></div>
<div class="MsoNormal">
<span style="color: #073763;"><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><b>What this means:</b> Despite your company holding
a trademark, Google will allow competitors to bid on your trademarked terms -
for example company and product names.</span></span></div>
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<span style="color: #073763;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqmYTGg4M66cIahtApT5XuqIP1dzY-Vb9dIaGIUD12-TgBxf6Ojx9P6GcwKqjKXsxI-tzun-gTuvx8fAwzMz3xB3Df7vqudceGyXAxwLjop_wqR48Eyxb_sulA5zSUp0Xzb3d0xjAqmQNQ/s1600/GoogleLogoforBlog2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br /></a></span></span></div>
<span style="font-size: x-small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: #073763;"><span style="font-size: small;"><b>What we think:</b></span></span><span style="color: #1f497d;"><span style="color: #073763;"><span style="font-size: small;"> The standard Google rules
regarding quality score still apply, so unless your landing page and ad copy
are relevant to a competitor’s search term you will be penalised and
your cost effectiveness compromised. However, savvy advertisers who embark
on an integrated comparative advertising strategy may well reap rewards. There
are other scenarios where bidding on competitors keywords will work depending
on the key objectives.</span></span> </span></span></span></div>
<div class="MsoNormal">
<span style="font-size: x-small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="color: #1f497d; font-family: "Calibri","sans-serif"; font-size: 11.0pt;"><span style="font-size: x-small;"><span style="font-family: Arial,Helvetica,sans-serif;">To learn more about this trademark policy revision, visit</span> <a href="https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=177578">https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=177578</a></span></span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEDpZMb4dq6dfq55BC8Pt5j-XX4LxcbPY7h0W6FLvnwYy1EU7lWxoPPiHBZ8lqCUC290whjjTnJCNgCfcvdxqxaO2CLRwAQNv7KqMF86Wm6H-eNbxOAMut5aUyZ_9IMTqdck4ozKkLb5j7/s1600/GoogleLogoforBlog2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="255" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEDpZMb4dq6dfq55BC8Pt5j-XX4LxcbPY7h0W6FLvnwYy1EU7lWxoPPiHBZ8lqCUC290whjjTnJCNgCfcvdxqxaO2CLRwAQNv7KqMF86Wm6H-eNbxOAMut5aUyZ_9IMTqdck4ozKkLb5j7/s400/GoogleLogoforBlog2.jpg" width="400" /></a></div>
</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-46341624383757068562013-02-05T17:09:00.001+13:002013-02-05T17:15:23.461+13:00The Screens of Our Lives<br />
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">Google’s
Think Insights recently released a report on the changing connected consumer,
with an in depth look at Internet connections, device usage and subsequent
behavior drivers.</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">Most
of the findings are not unexpected, of which a few key takeouts are below:</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">Worldwide,
2012 was another big year for the tablet with a 60% YOY increase. Smartphones
aren’t slouching either, notching a 33% jump. This trajectory isn’t anticipated
to change much, with intent to use tablets in the next 12 months higher than
that of smartphones in all but one of the six global regions.</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">That
sole region is the African continent, where the importance of a mobile data
connection and the fixed-connection ‘leapfrog’ is clearly shaping these device
trends. This leads to another outtake on the correlation between national GDP
and device usage. Unsurprisingly, among those nations with lower national GDP’s, there is less impact on overall Smartphone usage by comparison to the Tablet.</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">On
average, across the globe households use 1.5 connected devices. New Zealand and
Australia were near the top of those studied at 2.1 per household.</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHMCFd87svhxpSVwA2spdfOeRSH1M64HXzpAGLeGBQUhl3-tWqgkkJ2EKZlxhv2XHxeZYYUxW43Ar3xhkEN-7XdDeb1xaTRS1hb4ARAC3ws324FsHYqptSFHIWzkiOObxB6Do89Gg2J6v0/s1600/5-02-2013+4-55-29+p.m..png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHMCFd87svhxpSVwA2spdfOeRSH1M64HXzpAGLeGBQUhl3-tWqgkkJ2EKZlxhv2XHxeZYYUxW43Ar3xhkEN-7XdDeb1xaTRS1hb4ARAC3ws324FsHYqptSFHIWzkiOObxB6Do89Gg2J6v0/s320/5-02-2013+4-55-29+p.m..png" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">Lastly, there is less decline than some may expect among PC and Laptop usage within
developed countries, the majority of those studied showing only fractional dips in usage and some such as Sweden and USA still displaying growth. Taiwan
stands out with the biggest change - a decrease of around 10%.</span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial, sans-serif;">The
report, along with some other recent studies, can be found <a href="http://goo.gl/4mTfa" target="_blank">here</a>.</span><o:p></o:p></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-84791775697941551202012-12-21T08:48:00.002+13:002012-12-21T08:49:47.626+13:00Lipton Ice Tea Summer Festival <br />
<div class="separator" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: center;">
<img alt="Lipton Summer Festival Project" border="0" eea="true" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSV6ahaELw9dBNXsCdd2YxcBJDFBlwhk2vpVR-PqT9rZgkjatN4fOpzS_QY1PBMn2HAmbam_f5vXh7WXhuMZBIJHoYSCYqcU5fSedXV_iJ751-QoaQtoTRCpM_0on3ruVdGxpD3T5jVHI/s320/like-bg.jpg" title="Lipton Summer Festival Project" width="247" /></div>
<br />
<span style="font-family: Verdana, sans-serif;"><span style="font-size: x-small;">We're proud to announce that we've got a great new campaign which has just launched - Lipton Ice Tea Summer Festival project. This Facebook application integrates with Spotify to enable participants to build their own dream summer festival and market it to their friends. PHDiQ led this campaign with support from the awesome team at Fracture who built the Facebook application including the Spotify integration, unique design, look and feel of the game, and custom illustrations.<span style="color: #1f497d; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-hansi-font-family: Calibri;"><o:p></o:p></span></span></span><br />
<br />
<div class="MsoNormal" style="margin: 0cm 0cm 10pt;">
<span style="font-family: Verdana, sans-serif;"><span style="font-size: x-small;">Play the Lipton Ice Tea Summer Festival Project <span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-spacerun: yes;"> </span>at </span></span></span><a href="https://www.facebook.com/liptoniceteaAU/app_298562060263010"><span style="color: blue; font-family: Verdana, sans-serif; font-size: x-small;">https://www.facebook.com/liptoniceteaAU/app_298562060263010</span></a><o:p></o:p></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-12654221160255516252012-10-18T11:13:00.001+13:002012-11-01T11:28:29.050+13:00Facebook - It’s time to put up or shut up (and some tips on how to put up)<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">Recent changes to </span><a href="http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/"><span style="color: blue; font-family: Calibri;">Facebook’s Edgerank algorithm</span></a><span style="font-family: Calibri;"> has got a lot of people up in arms. </span><span style="font-family: Calibri;">Yet again, the social sky is falling. And yet again, I’m here to be the voice of reason.<o:p></o:p></span></div>
<div class="MsoNormal" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0in 0in 10pt;">
<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh89PGZdG73e7DMy6gSkZadbiYJ-4JZUjHTp4gW3VXh9nhmAZnMn6OKX3F9OuJQNUJ3P3VmX8zynIQve8Fk1g2UPmCV3dPDhrhAXlKPpYRiFsHNT1yxeQbrHAeHPGpo0vetQt0bnkeBku4/s1600/Boxing.jpg" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" nea="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh89PGZdG73e7DMy6gSkZadbiYJ-4JZUjHTp4gW3VXh9nhmAZnMn6OKX3F9OuJQNUJ3P3VmX8zynIQve8Fk1g2UPmCV3dPDhrhAXlKPpYRiFsHNT1yxeQbrHAeHPGpo0vetQt0bnkeBku4/s200/Boxing.jpg" width="200" /></a><span style="font-family: Calibri;">I was lucky enough the other week to be in a room with some of the Facebook global team where the change to the algorithm was discussed so here’s my take on it all. <o:p></o:p></span></div>
</div>
<div class="MsoNormal" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0in 0in 10pt;">
<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">
<span style="font-family: Calibri;">Alot of people are saying the change in algorithm combined with the introduction of promoted posts is designed to make brands spend more on paid media to prop up Facebooks revenue and share price. News flash. Brands always did have to spend money on paid media in order to build and maintain successful community.</span></div>
</div>
<div style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none;">
<span style="font-family: Calibri;">Facebook say the main reason for the algorithm change is to ensure peoples newsfeeds are filled with the most interesting and relevant content for them. This makes sense - they have a billion customers that they need to keep happy. </span><span style="font-family: Calibri;">We’ve all missed that important/exciting status update from a friend because our newsfeed is full of posts from brands that we liked years ago, no longer interact with but are too lazy to unlike. <o:p></o:p></span></div>
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<span style="font-family: Calibri;">The impact of this change which was made on 20<sup>th</sup> September has been significant for those pages that aren’t supported with paid media spend. In some instances we’ve seen reach per status update drop by as much as 24 percentage points. For those pages that are supported by always on paid media, the impact has been minimal.</span><br />
<span style="font-family: Calibri;">The good news is engagement rates – particularly virality – have doubled, if not tripled. This makes sense – if Facebook is showing status updates to less people, but those people are the ones most likely to engage, then of course engagement rates will increase.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">What Facebook have done is nothing new. Take search as an example. You can put a lot of resource into SEO and use organic search to reach a small group of people who are likely to engage with your brand and not spend a cent on media. Or you can extend your search strategy using media budget to by paid search placements which extend your reach to a much broader – but arguably less interested – audience knowing that at least some of them will engage. <o:p></o:p></span></div>
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<span style="font-family: Calibri;">Facebook is no different. Focus on your conversation strategy and you’ll engage with a small group of brand loyalists. Invest in paid media and you’ll extend your reach to a broader, but less engaged, audience.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">There are </span><a href="http://www.google.com.au/search?hl=en&noj=1&site=webhp&q=how+can+brands+respond+to+Edgerank+Algorithm+change&oq=how+can+brands+respond+to+Edgerank+Algorithm+change&gs_l=serp.3..33i21.28657.37594.0.37781.53.49.0.0.0.0.399.6857.22j15j4j6.47.0.les%3B..0.0...1c.1.yg9fwohlo08"><span style="color: blue; font-family: Calibri;">plenty of articles out there</span></a><span style="font-family: Calibri;"> on how brands should respond to these changes. Here’s what I think:<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Differentiate between reach and engagement. Your conversation calendar drives engagement, your paid media drives reach and growth. If you aren’t supporting your page with paid media, you shouldn’t have reach or growth KPIs.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Engagement is now critical. If you can't support your page with paid media, then you will need to build interactivity (like, comment, share, vote) into your status updates. This will ensure those you are reaching remain engaged, and when you hit that sweet spot with a post that gets great interaction rates your reach will extend to your wider fanbase.<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Treat your Facebook page like paid search. Have an always on media budget and upweight when you are in campaign. Buy reach through promoted posts and sponsored stories - but stick to targeting fans only and don't promote every single status update. Just pick the ones that are most important, engaging and on-brand - and make sure they encourage interaction. </span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Consider your conversation calendar as your engagement strategy. Don’t just turn to building an app for everything. Think about whether you can use interactive conversation to achieve your objectives, or put your app development budget into creating other forms of content.<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">5.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Integrate your conversation calendar and your paid media schedule. If these are managed by two different people, tell them to get together regularly and plan how one can support the other to deliver the best possible result for the brand.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Brands have had it pretty good on Facebook. They’ve been able to build substantial communities of consumers and been able to engage with them like never before without huge investment. As result the playing field has been leveled - small brands can be just as powerful as their bigger competitors. <o:p></o:p></span></div>
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<span style="font-family: Calibri;">So if brands want to continue to harness the power of Facebook, it’s time to put up. Put up the time. Put up the effort. And put up resources – both human and financial – that are needed to make this channel a success.</span></div>
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Time for a good old fashioned blog post.<span style="mso-spacerun: yes;"> </span>You know, the kind that is more knee jerk
than it is carefully thought out.<span style="mso-spacerun: yes;">
</span>Reactionary you might say.<span style="mso-spacerun: yes;"> </span>The
kind of one that could very well end up as a rant and that I may well regret when
I wake up at 4am thinking about it.</div>
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It’s been a very busy, but in the main actually quite fun,
day managing a client announcement that they are retiring a brand and merging the business attached to it into another brand.<span style="mso-spacerun: yes;"> </span>Due to the timing, legal
requirements and sensitivities of the announcement we were left having to
implement some of the digital layers at relatively short notice, including some
keyword targeting.<span style="mso-spacerun: yes;"> </span>Which has unexpectedly
helped sort the wheat from the publishing partners chaff.<span style="mso-spacerun: yes;"> </span></div>
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Credit where credit is due first.<span style="mso-spacerun: yes;"> </span>nzherald, MSN and AdHub – all provided
excellent account and technical service, fine tuning the campaign on the fly
with me to have it running to order within two hours of letting them know it
was happening.<span style="mso-spacerun: yes;"> </span>Installing in me a sense
that I’m working with true partners that care about helping us achieve our
clients goals.</div>
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But then there was the chaff.<span style="mso-spacerun: yes;"> </span>Despite some good account service, another
main news portal and a main email portal were nothing short of technically
hopeless.<span style="mso-spacerun: yes;"> </span>For the love of Jesus, all I
was asking for was either some effective keyword targeting, or them tagging the relevant stories to then serve my ads into them.<span style="mso-spacerun: yes;"> </span>This is basic, 2007 stuff.<span style="mso-spacerun: yes;"> </span>The kind of options these sites and their
trafficking teams should be well and truly on top of.<span style="mso-spacerun: yes;"> </span>I guess this is an old fashioned bad product story – confidence seriously eroded from bad experience.<span style="mso-spacerun: yes;"> </span>One of them even suggested that their wasn’t
enough money in it for them.<span style="mso-spacerun: yes;"> </span>Okay, fair
enough, your business prerogative.<span style="mso-spacerun: yes;"> </span>But
maybe your eyes need testing?<span style="mso-spacerun: yes;"> </span>It seems
you’re a bit short sighted maybe.<span style="mso-spacerun: yes;"> </span>Can
you read the letters in the middle of the chart?</div>
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And, as an aside, what an interesting study of the value of
brand today has been.<span style="mso-spacerun: yes;"> </span>While the services
that the retired brand have been offering to customers will not change (only the
colour of the buildings and bank statements, with all the staff remaiing the same) I’ve seen a steady stream of
comments on web sites of people declaring their undying love for the retired brand
and a determination to move to another supplyer.<span style="mso-spacerun: yes;"> </span>Ah yes, irrational consumer choices based on
brand loyalty, the ad industry loves you for them.<span style="mso-spacerun: yes;"> </span>Anyway, time to get in my 3ltr, 4WD Subaru
Outback and take the perfectly well sealed road home.</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-55404023573886695942012-09-21T17:25:00.000+12:002012-09-21T17:29:30.679+12:00Rad Report #3<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">It's awards season, so here is: </span></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">My Judging Experience of Random Ads I Found </span></b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"><o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">(I also bring to you today tales of Sasquatch and a Lady Pyramid… intrigued now aren’t you…)<o:p></o:p></span></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">SLURPEE<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">This one ticks so many boxes: simplicity, user-generated ideas, word of mouth and definitely fun. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Rather than identifying how to make the product different to the competitors Slurpee instead looked how they could make the experience different for the consumers by realising that the one thing that always stays the same with frozen drinks is the cup. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">But what if you could drink it out of a trumpet? A megaphone? A bathtub? (Okay with that last one you’d probably have brain freeze and diabetes…)</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Slurpee asked people what they’d use, and the best suggestions were made into an outdoor, instore and print campaign promoting a day where you could fill your own vessel for the price of a regular drink.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">The day before the event they also did a nice little bit of guerrilla advertising using other companies’ outdoor ads. The buzz generated and the results speak for themselves.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"><a href="http://www.youtube.com/watch?v=M9g600Gyabs"><span style="color: blue;">http://www.youtube.com/watch?v=M9g600Gyabs</span></a><o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKeHRNMK4z5hGCt358fmbBo-y_rFKwGfa09LPr7uMiCa8a9pHnEkVH-3D2fZTKbaFOOazcifFYl6Auic0zFpc95W1pFM4c0M9h9R8HSkbfkHxtU-g87ilCOC94NmvsezqFMqlf8AjpL0I/s1600/SLURPY.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" hea="true" height="81" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKeHRNMK4z5hGCt358fmbBo-y_rFKwGfa09LPr7uMiCa8a9pHnEkVH-3D2fZTKbaFOOazcifFYl6Auic0zFpc95W1pFM4c0M9h9R8HSkbfkHxtU-g87ilCOC94NmvsezqFMqlf8AjpL0I/s400/SLURPY.jpg" width="400" /></a></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">UNITED COLORS OF BENETTON<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Some of you may have already seen this one, but I think it’s a really fantastic message executed in a simple way that generates talkability (and controversy).</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Benetton are famous not only for their fashion line but for a very open approach to a social responsibility of equality and peace. The Unhate Foundation was created to overcome the culture of hate on a global level through basic understanding of difference in a pretty open and emotive way. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Here’s the video: <a href="http://www.youtube.com/watch?v=S8N2GX6of2I"><span style="color: blue;">http://www.youtube.com/watch?v=S8N2GX6of2I</span></a> and if you’ve got the time check out their page: <a href="http://unhate.benetton.com/"><span style="color: blue;">http://unhate.benetton.com/</span></a></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">The campaign created a huge amount of controversy with a number of different groups as t<span style="background: white; color: black;">he central theme is the kiss, the most universal symbol of love, and Benetton ran creative featuring world political and religious leaders, such as Barack Obama and Chinese leader Hu Jintao, Pope Benedict XVI and Ahmed Mohamed el-Tayeb, the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu.</span></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">They also ran guerrilla outdoor activity in Milan, New York, Paris and Tel Aviv, and <span style="background: white; color: black;">Unhate</span> went on to win the Press Grand Prix at Cannes.<o:p></o:p></span></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">FRIDAY FLUFF PIECE<o:p></o:p></span></b></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">JACK’S LINKS </span></b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">& <b>FOOTLOCKER/ ADIDAS<o:p></o:p></b></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">USA</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">We all know creating a recognisable character association with a product can help to educate, inspire, entertain or personify the brand. </span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Whether that means celebrity brand ambassador or unique personality it can help the brand connect with the consumer.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">You of course all know this after rushing out to buy Cornettos after seeing my awesome Cornetto bear, didn’t you… <b><i><u>didn’t you...</u></i></b></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Anyway, here are a couple of other brands that went for a… unique spokesman to make them memorable.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Okay fine, they’re also in here because I’m more than a little immature and personally find the words ‘sasquatch’ and ‘lady-pyramid’ hi-(wait-for-it)-larious.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Jack’s Links: </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"><a href="http://adsoftheworld.com/media/tv/jack_links_carpool"><span style="color: blue;">http://adsoftheworld.com/media/tv/jack_links_carpool</span></a></span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"><a href="http://adsoftheworld.com/media/tv/jack_links_coffee_break"><span style="color: blue;">http://adsoftheworld.com/media/tv/jack_links_coffee_break</span></a><o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;">Footlocker/ ADIDAS: </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-ansi-language: EN-NZ;"><a href="http://www.youtube.com/watch?v=4c8U3DrTLcM"><span style="color: blue;">http://www.youtube.com/watch?v=4c8U3DrTLcM</span></a><o:p></o:p></span></div>
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<span style="font-family: 'Tahoma','sans-serif'; font-size: 10pt; mso-fareast-language: EN-NZ;">Happy Friday everyone!<o:p></o:p></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-36455599683563479672012-09-07T16:19:00.001+12:002012-09-07T16:21:22.099+12:00Rad Report #2<br />
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Welcome to Issue 2 of the Rad Report. </span><span style="font-family: Tahoma, sans-serif; font-size: 10pt;">Not all the campaigns are brand new, so if you’ve
already seen them then feign interest for my ego’s sake.</span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;">As the world appeared gripped in Olympic fever I was, of course, still watching MySkyed X-Games from a
month or so ago. <o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;">Amongst the awesome skate,
BMX and Big Air comps there was also one of the coolest sponsorships/ PR stunts
I’ve seen in a while. I’m sure we all played with Hot Wheels at some
point growing up (unsurprisingly I wasn’t really a Barbie kind of girl), and
the gravity-defying loop was always the centre of any decent track.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;">Hot Wheels added their own
highly anticipated event at this year’s X-Games by bringing on </span><span lang="EN-NZ" style="background: white; color: #333333; font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Rally car driver Tanner
Foust and Hollywood stuntman Greg Tracy to set a world record by driving two
Hot Wheels all-wheel-drive (isn’t that the same as 4–wheel-drive?) rally cars
through the 66-foot tall Hot Wheels Double Loop Dare track at X Games LA.
<o:p></o:p></span></div>
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<span lang="EN-NZ" style="background: white; color: #333333; font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Branding heaven.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;">What 8 year old boy (and
me) wouldn’t want a Hot Wheels set after seeing this!<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;">Check out the video: </span><span lang="EN-NZ"><span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt;"><a href="http://www.youtube.com/watch?v=c6PQ49B5Gpw">http://www.youtube.com/watch?v=c6PQ49B5Gpw</a></span></span><span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;"><o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfks8nJsoFN8dBpepQ9RnNzjhAtT_Sn78q27QkEe9BvUKA5pj47edvbZ0P53q2GywPS4RCw0l7iOMDu2d28vBX_jNlhDf3OYnmijK1JAgDgbXy8ge7YTrc7Cgm8PpC8aLW3dCzEqy0Rds/s1600/hotwheels.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="116" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfks8nJsoFN8dBpepQ9RnNzjhAtT_Sn78q27QkEe9BvUKA5pj47edvbZ0P53q2GywPS4RCw0l7iOMDu2d28vBX_jNlhDf3OYnmijK1JAgDgbXy8ge7YTrc7Cgm8PpC8aLW3dCzEqy0Rds/s400/hotwheels.jpg" width="400" /></a></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">4 out of 5 revs for bringing the brand to life.<o:p></o:p></span></div>
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<b><span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">SERVICEPLAN<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">GERMANY<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Here at Spark we work hard to make campaigns great,
sometimes I’m sure you’ve all felt like you’ve put your blood sweat and tears
in to make the campaign a success.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Serviceplan, a creative agency in Hamburg, took this
phrase a little literally when recruiting new staff through a pretty out-there
(and not entirely hygienic) billboard campaign.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Company copywriters donated blood-samples which were
pumped around tubing on a billboard to create lettering. Designers sat in
a mobile sauna and their sweat collected to be sprayed onto black fabric and
the salt made the type. Thirdly 3kgs of raw onions were used to make
staff cry and the teary tissues were fixed to the billboard.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">A QR code on the billboards linked to a micro-site
about Serviceplan for interested applicants (their form of ‘TOGETHER’ is a
little creepier than ours).<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Well this one is, um, ‘creative’. <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYXmAGSpCU-5rfOc8J7hhu8x6HZ67ob4y0ZKE5bGaevrgekWWE2EbUuNW59t46PtmkGk5Qeo-orFeWAFXWpsRiAI1OAOAWr4AcX16_n4men8PGnUU_-lzGqBh7hZ5N5nwRW2riZXdE-ok/s1600/serviceplan.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="82" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYXmAGSpCU-5rfOc8J7hhu8x6HZ67ob4y0ZKE5bGaevrgekWWE2EbUuNW59t46PtmkGk5Qeo-orFeWAFXWpsRiAI1OAOAWr4AcX16_n4men8PGnUU_-lzGqBh7hZ5N5nwRW2riZXdE-ok/s320/serviceplan.jpg" width="320" /></a></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">1 out of 5 for staff treatment, 5 out of 5 for
potential contamination from blood-born pathogens. <o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Okay okay, sorry that one was a little wrong.
I’ll end on a positive note.<o:p></o:p></span></div>
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<b><span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">TROY LIBRARY</span></b><span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;"><o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">USA<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">The Troy library in Michigan was running low on funds
and close to closing; the local council proposed to vote in a 0.7% tax increase
to keep the library open, but the issue became more about taxes than the
library itself and caused great debate. With voting day near and
negativity high about the tax increase the library officials took to social media
in a controversial reverse-psychology WOM approach to change the public’s mind.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">The campaign was picked up locally, nationally and
even internationally and was a great result for minimal budget.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;"><br /></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">The video is a couple of minutes long but worth a
watch </span><span lang="EN-NZ"><a href="http://www.youtube.com/watch?v=UeOmgyWsksc"><span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt;">http://www.youtube.com/watch?v=UeOmgyWsksc</span></a><o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">*Spoiler*<b> </b>the library didn’t close. Told
you there was a positive ending.</span><span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 9.0pt; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;"><o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglHEf4CNVr6WjiEkStWZZ_B0f8il67usWHfqZWkYeOasijIRVl9lVWft_-c9MgpB5b4n13qOaULdMmYhLPUBqCJuyn_wi5gUzUmiqc_zUO_1jjft3kxR44hTl7TAntQXf_hic8O-X3dOs/s1600/troy.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="145" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglHEf4CNVr6WjiEkStWZZ_B0f8il67usWHfqZWkYeOasijIRVl9lVWft_-c9MgpB5b4n13qOaULdMmYhLPUBqCJuyn_wi5gUzUmiqc_zUO_1jjft3kxR44hTl7TAntQXf_hic8O-X3dOs/s400/troy.jpg" width="400" /></a></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">5 out of 5 hypothetical matchsticks for getting people
talking.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-NZ;">Happy Friday everyone!<o:p></o:p></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-48159226048709061952012-09-06T18:31:00.000+12:002012-09-06T18:31:56.726+12:00Is Facebook’s star fading for marketers?<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">The doomsday theorists have been <a href="http://phdiqnz.blogspot.hk/2012/01/sky-is-falling.html" target="_blank">at it again</a>. If you listen to them, they’ll tell you that recent court action in both <a href="http://www.searchenginejournal.com/judge-rejects-facebook-settlement/47469/" target="_blank">California</a> <span style="mso-spacerun: yes;"> </span>and <a href="http://www.businessinsider.com/court-ruling-could-chill-growth-of-facebooks-brand-pages-2012-8" target="_blank">Australia</a> </span><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>signals the end of the world as we (ie. brands and marketers) know it for Facebook.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Once again, let me be the voice of reason:<o:p></o:p></span></div>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7tKTLtxhSTK94p_R6cDWj6nEuc23PCg2nqgI5cwEfIFXOQOq2HI_5u68ppvPF0SCTiKgAxIC_O454NPL5zj_QWj9b6ErXVvpwxw0ZNhLDAjZ8l7HNYSvCSgS73TFCkvC5hH0PcK11UBM/s1600/keepcalm.jpg" imageanchor="1" style="clear: right; cssfloat: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" hea="true" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7tKTLtxhSTK94p_R6cDWj6nEuc23PCg2nqgI5cwEfIFXOQOq2HI_5u68ppvPF0SCTiKgAxIC_O454NPL5zj_QWj9b6ErXVvpwxw0ZNhLDAjZ8l7HNYSvCSgS73TFCkvC5hH0PcK11UBM/s320/keepcalm.jpg" width="213" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;">Image borrowed from Wikipedia</span></td></tr>
</tbody></table>
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<div class="MsoListParagraphCxSpFirst" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-family: Calibri;">While the <a href="http://www.scribd.com/doc/103359452/Judge-Rejects-Facebook-Settlement-Over-Ad-Program" target="_blank">US ruling</a> that Facebook should allow users to opt out of having their names used in social context is significant, we all know that only a small percentage of people actually opt out. Most won’t see it as an invasion of their privacy, or won’t care enough to invest the time in finding out exactly which box on which screen to tick to turn it off.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-family: Calibri;">The Australian ruling is also significant but here’s a newsflash for you – the same rules apply to Facebook as apply to other media. Has it ever been ok for a brand to create a conversation which results in laws being broken or people being offended? Case in point is the recent <a href="http://media.canberratimes.com.au/business/businessday/carefrees-vagina-ad-sparks-controversy-3468677.html" target="_blank">“vagina” ad</a>, or the recent social campaign run by <a href="http://www.3news.co.nz/Hell-tries-to-make-amends-for-sexual-assault-jibe/tabid/423/articleID/265701/Default.aspx" target="_blank">Hell Pizza</a> – it didn’t take many complaints to get those taken off air and apologies issued. The one thing Facebook has on its side is that it’s search functionality sucks. Good luck to anyone who tries to search Facebook for slanderous things being said about them. However it is a timely reminder to assume that your competitors will be fans of your page and only too keen to report any misdemeanours.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="border-bottom: medium none; border-left: medium none; border-right: medium none; border-top: medium none; margin: 0in 0in 10pt 0.5in; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="font-family: Calibri;">While we’re on the topic – it’s also never been ok to ‘take’ images from Google search and associate them with your brand without owning (or renting) the copyright. So what makes it ok for brands to do this on Facebook? I do agree there is a big difference between taking responsibility for the content posted by the brand, and the resulting comments posted by <span style="mso-spacerun: yes;"> </span>fans – but there is also a connection between the two. If you don’t want your fans to slander competitors/celebrities/other brands – don’t create conversations that make this likely to happen.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">For me these two court rulings signal one thing – social media is no longer the Wild West where anything goes. However it is also just another media and communications platform and as such can be governed by existing rules and legislation. <o:p></o:p></span></div>
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<span style="font-family: Calibri;">Keep calm, and carry on.<o:p></o:p></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-42308332960068771402012-09-03T19:38:00.002+12:002012-09-06T18:12:11.925+12:00I Love Christmas - IAB / PWC 2nd Quarter Expenditure Report<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmpUa3Rj2Gt-Eo-edxulqeMh_arJgx_s6-C-l5uP_hC_O4FTdaUTKN_rFtU2O88RZL72rXG3rNtHZ8sbsUHq7z1mcrBkfcwHAPxd0806DN9UyEUyhD9xVWURo2FgfucS9_gED-q-1nwVY/s1600/Christmas+Pud.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmpUa3Rj2Gt-Eo-edxulqeMh_arJgx_s6-C-l5uP_hC_O4FTdaUTKN_rFtU2O88RZL72rXG3rNtHZ8sbsUHq7z1mcrBkfcwHAPxd0806DN9UyEUyhD9xVWURo2FgfucS9_gED-q-1nwVY/s1600/Christmas+Pud.jpg" /></a>It always feels like Christmas when the latest IAB PWC expenditure report comes out.<span style="mso-spacerun: yes;"> </span>A Christmas that rolls around every three months. Not least of all as the presents, or rather the spend from market, just seems to increase each quarter.</div>
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It’s no different this Christmas, er, Quarter I mean.<span style="mso-spacerun: yes;"> </span>Straight to some key numbers ay;</div>
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<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7pt 'Times New Roman';"> </span></span></span>Q2 2012 $91.42m</div>
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<span style="font-family: "Courier New"; mso-fareast-font-family: 'Courier New';"><span style="mso-list: Ignore;">o<span style="font: 7pt 'Times New Roman';"> </span></span></span>7.1% increase YoY (Q2 2011 was at $84.15m)</div>
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<span style="font-family: "Courier New"; mso-fareast-font-family: 'Courier New';"><span style="mso-list: Ignore;">o<span style="font: 7pt 'Times New Roman';"> </span></span></span>Search and Directories 37%</div>
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<span style="font-family: "Courier New"; mso-fareast-font-family: 'Courier New';"><span style="mso-list: Ignore;">o<span style="font: 7pt 'Times New Roman';"> </span></span></span>Classifieds 31%</div>
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<span style="font-family: "Courier New"; mso-fareast-font-family: 'Courier New';"><span style="mso-list: Ignore;">o<span style="font: 7pt 'Times New Roman';"> </span></span></span>42% YoY increase</div>
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<span style="font-family: "Courier New"; mso-fareast-font-family: 'Courier New';"><span style="mso-list: Ignore;">o<span style="font: 7pt 'Times New Roman';"> </span></span></span>156% YoY increase</div>
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So for the first time we’ve achieved a quarter that is north of $90m.<span style="mso-spacerun: yes;"> </span>Which puts the industry on track for its first $100m quarter in six months time… just in time for Christmas proper.<span style="mso-spacerun: yes;"> </span>PHDiQ are forecasting that digital will then go on to break through the $400m mark in 2013, lurching onwards and upwards to $489m by 2016, at the same time surpassing newspaper revenue.<span style="mso-spacerun: yes;"> </span>And I think our trading director is being conservative – but I suppose I might be a bit biased.</div>
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While that news about newspapers isn’t going to surprise anyone, the performance of video is perhaps raising some eyebrows, contributing 12% of the total display revenue and helping push display closer to Search and Directories.<span style="mso-spacerun: yes;"> </span>I’m predicting that with this growth in video will help push Display to be on par with Search & Directories by 2015.</div>
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Mobile, while barely out of its nappies at a modest 2% of total Display revenue in this report, will be another driving force in the next three to four years.<span style="mso-spacerun: yes;"> </span>It will increase revenue exponentially as we see rapid update of smart phone penetration and cheaper data charges allowing rich media display, including video.<span style="mso-spacerun: yes;"> </span>Another number from our trading director - $15m-$18m spend on mobile by 2016. <span style="mso-spacerun: yes;"> </span>As a footnote, while penetration of smart phones is currently recorded at 40%, I think the more interesting number from a recent Google survey is that 20% of those with smart phones have only had them for between 0 – 3 months, suggesting we’re well on track to achieve considerable growth.</div>
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Roll on the next IAB PWC Christmas, set for release Nov 2012.</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-41883550639636486642012-08-31T13:28:00.003+12:002012-08-31T13:45:24.386+12:00Rad Report - 1st Edition<div class="MsoNormal" style="margin: 0in 0in 0pt;">
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Last week over a few drinks we got to talking about some of the amazing work that's being done out there in advertising and media land and how we should do a better job of sharing it so that we can all use it for inspiration.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">And so the Rad Report was born. Every Friday (deadlines pending) we'll bring you our report on what's rad out there - campaigns, social memes and anything else that captures our attention.</span></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">CHEVROLET VOLT<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">USA<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">The resurgence of the zombie genre has hit pop culture in a big way, with Walking Dead rating big in the States, and Zombie Apocalypse survival kits being easily purchased (yes, honestly, Adria’s got one).</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">It also makes you realise you need a good vehicle.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">When Chevvy launched the new electric car Volt they took the idea of fuel efficiency and reliability to a new level with their new TVC, check it out here: <a href="http://www.youtube.com/watch?v=4lhFvJuYM2Y"><span style="color: blue;">http://www.youtube.com/watch?v=4lhFvJuYM2Y</span></a></span></div>
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<span lang="EN-NZ" style="background: white; color: black; font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">I give it 4 out of 5 bites for production quality and stepping outside the standard boring efficiency messages.</span><br />
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ; mso-fareast-language: EN-NZ;"><v:shapetype coordsize="21600,21600" filled="f" id="_x0000_t75" o:preferrelative="t" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" stroked="f"><v:stroke joinstyle="miter"></v:stroke><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path gradientshapeok="t" o:connecttype="rect" o:extrusionok="f"></v:path><o:lock aspectratio="t" v:ext="edit"></o:lock></v:shapetype></span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;"><o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">As a proud owner of a real gas-guzzler it makes me realise that maybe I’m not totally prepared for the zombie apocalypse… </span></div>
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<img border="0" fea="true" height="116" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjz6Hy1oEpgrsZ8xJL0TS3FZTVB1MOwAO-oK-S9BTvRH7tWnA5JOL8Cg8QCVO2oBh7qOlZupKNXCfX_Qj1tFw1l_gJYhQqUBGsa8v2WZ1KXT624-9GEeicFndBcOB0YOOaRWnxWVi-f6ME/s400/chev.jpg" width="400" /></div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">BANDAID<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">USA<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Everyone loves the Muppets, and the new Muppets movie brought our childhood favourites to a new generation. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">This new generation is also at the age where they fall over a lot (no I’m not talking about newly drink-legal 18 year olds), and still believe that Mum can kiss a booboo better. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Bandaid did one better and used the Muppets to distract kids from their bumps and grazes by using an app and augmented reality to bring the characters out of the sticky plasters and onto interactive screens.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">I personally love this, and being quite unco would have loved it to come out over here!</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Check it out: <a href="http://www.youtube.com/watch?v=lm5-KPW0x3U"><span style="color: blue;">http://www.youtube.com/watch?v=lm5-KPW0x3U</span></a> (yes the kid’s voice is a little intense)<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">5 out of 5 chickens for sheer radness.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqMnhkB5LaBvlu3kVADEPNn07XDu-Z5Ed5LO5Wz2atNlymOELze0RY2r6-9vXBLLuP3mL_CBqAOgsGv9BYpyVCJiSjdW4_9UmGZtSxDAAVFIR1GWbZ1w08x6QpQjNrR9uHu2Rgj3Or3G8/s1600/muppets.jpg" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" fea="true" height="178" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqMnhkB5LaBvlu3kVADEPNn07XDu-Z5Ed5LO5Wz2atNlymOELze0RY2r6-9vXBLLuP3mL_CBqAOgsGv9BYpyVCJiSjdW4_9UmGZtSxDAAVFIR1GWbZ1w08x6QpQjNrR9uHu2Rgj3Or3G8/s400/muppets.jpg" width="400" /></a> </div>
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<b><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">ANTARCTICA BEER<o:p></o:p></span></b></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">BRAZIL<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Thought I’d end on something super simple but really effective.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Three key messages:</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ; mso-fareast-font-family: Tahoma;"><span style="mso-list: Ignore;">1.)<span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Benjamin Franklin said ‘Beer is proof that god loves us and wants to be happy’. Deep.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ; mso-fareast-font-family: Tahoma;"><span style="mso-list: Ignore;">2.)<span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Crowds can be, well, crowded, and therefore hard to find stuff, and finding stuff is thirsty work.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ; mso-fareast-font-family: Tahoma;"><span style="mso-list: Ignore;">3.)<span style="font-family: 'Times New Roman'; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Crowds and beer together can impede people’s ability to use technology.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">When 3 million people hit the streets of Rio for Carnival it can be pretty tough to find the mobile drinks vendors, so Antarctica Beer created Beer GPS. </span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Giant inflatable balloons were attached to the vendors so there was no way to miss where to get a nice cold beverage without the hassle of hunting around for a vendor.</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">I’ll give this one 5 out of 5 burps for simplicity</span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Antarctica was unsurprisingly the top selling beer at Carnival. Considerations for Toilet GPS are in place for future events.<o:p></o:p></span></div>
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<span lang="EN-NZ" style="font-family: 'Tahoma','sans-serif'; mso-ansi-language: EN-NZ;">Happy Friday y’all!<o:p></o:p></span></div>
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Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-43820467507434053412012-07-27T11:06:00.002+12:002012-07-27T11:08:41.424+12:00Why big isn't always better<br />
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Something <a href="http://www.flitter.co.nz/">Justin Flitter</a>
said at the recent Social Media and Mobile Apps conference got me thinking
about the way brands approach social media.</div>
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What he suggested was: in the real world our best friendships are
made up of many lightweight interactions - and that brands who truly want to
build a friendship with their fans might be more successful if they acted the
same way.</div>
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Think about it like this. Say you made two new friends
today. One of them you will only see once over the next three months spending a
long weekend hanging out together. The other you hear from every other day – a
quick text, a coffee or perhaps they comment on something you posted on
facebook. Which person do you think you’ll have the better relationship with?</div>
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Now apply this to a brand:</div>
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Brand A puts a lot of time and effort into creating a
whiz-bang new app – it’s cool and fun so you download it, but after a while the
novelty wears off. Brand B has a twitter
account where they regularly share links to interesting and useful content. Which
brand do you think you’ll have the better relationship with?</div>
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Delivering big ideas and big results is what every agency
(and some clients) aspire to – but it shouldn’t be at the expense of doing the
day-to-day well. </div>
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In fact there is no reason why a successful social
activation has to be big. At the same conference <a href="http://www.99.co.nz/">Mike
Wilson from .99</a> explained how hard it is for agencies – and corporates – to
pull together a truly integrated idea. When this does happen those involved
deserve every award they win, but in the meantime go for something smaller and
more perfectly formed.</div>
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Lots of small but clever interactions could deliver better
engagement that one big all-singing, all-dancing,
here-for-a-good-time-not-for-a-long-time activation. </div>
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<span style="font-family: Arial,Helvetica,sans-serif;">A lot of time, money and resource can go into creating a
video which gives just one – or if you are lucky 2 – status updates to
Facebook. It might be really clever and engaging, but once that status update
is posted you’re back to wondering what to do with the other 364 days of the year
on your conversation calendar.</span> </div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-89388259582130011362012-07-11T17:31:00.001+12:002012-07-16T11:35:50.046+12:00Social and corporate values - making them play nicely<h3>
<span style="font-family: Arial, Helvetica, sans-serif;">Overview of Telecom case study from recent SOMO Conference. </span></h3>
<span lang="EN" style="color: #444444; line-height: 115%; mso-ansi-language: EN; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-NZ;"><span style="color: black; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">As one of NZ’s most well-known brands, Telecom concentrates heavily on managing as opposed to branding or building an online profile through Social Media.</span></span><br />
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<span style="color: black; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">They’ve had their fair share of problems over the last few years – the XT network launch, Steven Fry rant, broadband inaccessibility and network coverage issues, <span style="mso-spacerun: yes;"> </span>to name a few. <span style="mso-spacerun: yes;"> </span>Until recently their Social Media, particularly Twitter and Facebook, was run by a group of passionate employees within Telecom, operating without mandate or structure.<span style="mso-spacerun: yes;"> </span>Despite trying their best, too often they found themselves seeking forgiveness for sending inconsistent and sometimes incorrect messages to the media and public. </span></div>
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<span style="color: black; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Times they are a changing. Recently Telecom has formalised their social media path, investing in people and processes and <span style="mso-spacerun: yes;"> </span>viewing the channels as important extensions of Customer Service, Marketing and PR.<span style="mso-spacerun: yes;"> </span>Richard Irvine, the Online Community Communication Manager, is solely responsible for the policy and management of these platforms in-house.</span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;">Richard directed an internal Social Media ‘Online Response Team’ of a dozen employees. <span style="mso-spacerun: yes;"> </span>He sought out individuals who were already very active and highly regarded on their internal Yammer network, and Geekzone (the website).<span style="mso-spacerun: yes;"> </span>These individuals from across the company volunteer their time to monitor and contribute to customer queries on Facebook, Yammer and to a lesser extent, Twitter.<span style="mso-spacerun: yes;"> </span>Richard briefs them using a comprehensive social media policy to help them work with a common set of values and messages, which is approved by the Exec prior.<span style="mso-spacerun: yes;"> </span>The team feel they have been the given scope and trust to respond to posts, and they use ‘Co-Tweet’ to ensure only one person replies at once.<span style="mso-spacerun: yes;"> </span>They use their own voice and sign off using their own names - as opposed to acting on behalf of Telecom.<span style="mso-spacerun: yes;"> </span>For example, “Hi Sally, the issue you are experiencing is… From John Smith”.<span style="mso-spacerun: yes;"> </span></span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;">Richard monitors and responds to the majority of the tweets the Telecom Twitter account receives.<span style="mso-spacerun: yes;"> </span>Twitter is seen as a Stakeholder and Reputation Management tool, with an ‘always on’ approach (weekends / evenings included). <span style="mso-spacerun: yes;"> </span>His motto is ‘two ears, one mouth”, as he does far more listening than tweeting.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;">The analysis and insights generated via Social Media channels is presented to the Senior Leadership Team regularly, and is used to help shape views of customer’s satisfaction, trends and issues.<span style="mso-spacerun: yes;"> </span></span></span></span></div>
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<span style="color: black; font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Richard suggests these guidelines for running successful social media platforms:</span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">1. </span></span>Purpose - have clear objectives for each social media channel</span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">2. </span></span>Be social – be familiar with it, both using and knowing<span style="mso-spacerun: yes;"> </span></span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">3. </span></span>Governance – where does it sit within the organisation? Who actually does it?</span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">4. </span></span>Stakeholders – who within the organisation?<span style="mso-spacerun: yes;"> </span>E.g. the Exec, Comms, Brand/Marketing, Customer Service, Legal</span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">5. </span></span>Who – one voice or many?</span></span></span></div>
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<span style="color: black;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-small;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;">6. </span></span>How - tone and style and transparency </span></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">7. Availability – responsiveness agreed up front</span></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-75618681066937673312012-07-11T13:56:00.002+12:002012-07-11T14:01:24.103+12:005 reasons why you should be running ‘Always On’ Paid Search<div class="MsoNoSpacing" style="margin: 0cm 0cm 0pt;">
<span style="font-family: Calibri;">It’s tempting to want to save media budget by running your paid search advertising during tactical campaign periods only. </span></div>
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<span style="font-family: Calibri;">However, for almost all advertisers, I recommend taking an ‘Always On’ approach – that is, having your paid search campaign live all year round. Here’s why:</span></div>
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<span style="font-family: Calibri;">5 Benefits of running ‘Always On’ Paid Search:</span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">You gain incremental website traffic, by capturing search volume throughout the year, rather than just during campaign periods</span></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">You can increase your brand awareness through year-round exposure on Search Engine Results Pages (SERPs)</span></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">You can often decrease your average Cost-per-click (CPC); a campaign's CPC generally tends to decrease as it gains ‘history’ with Google</span></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">You'll have more time to conduct ad copy and keyword tests, and capture long-term data which can be used to further optimise your campaigns</span></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">5.</span><span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Another benefit – for seasonal products in particular – is that by advertising during less competitive times of year, it can be possible to achieve a higher ad position and/or pay a lower CPC overall</span></span></div>
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<span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">There are a number of options during tactical campaign periods. Depending on your campaign goals, you could considering altering your ‘Always On’ campaign in the following ways:</span></span></div>
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<span style="font-family: "Arial", "sans-serif"; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">•<span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Up-weighting the budgets to increase Impression Share during the campaign period, in order to get maximum exposure; capitalising on your ATL advertising spend</span></span></div>
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<span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;"></span></span><span style="font-family: "Arial", "sans-serif"; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">•<span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Replacing existing ad copy (or existing Sitelinks) with campaign messaging</span></span></div>
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<span style="font-family: "Arial", "sans-serif"; mso-fareast-font-family: Arial;"><span style="mso-list: Ignore;">•<span style="font-family: "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Adding additional campaign-specific keywords </span></span></div>
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<span lang="EN-US" style="mso-ansi-language: EN-US;"><span style="font-family: Calibri;">If budget is an issue, the 'Always On' campaign can always be run on a low weight in between your key tactical periods. </span></span></div>
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<span lang="EN-US" style="mso-ansi-language: EN-US;"><span style="font-family: Calibri;">The important thing is that you always have some level of visibility on the SERPs – after all, consumers don’t limit their searches to your key campaign periods! They expect to be able to find relevant information quickly and easily, whenever they decide to search for it. </span></span></div>Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-8849358275331171914.post-44362582412484752182012-07-02T16:52:00.002+12:002012-07-02T16:55:54.737+12:00Content sharing is not content curation.<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">“Curating” is the new buzzword around town, and like most new buzzwords their meaning can be easily misconstrued. </span></div>
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<span style="font-family: Calibri;">The other day I came across the “</span><a href="http://www.marketwire.com/press-release/content-curation-continues-to-gain-momentum-amongst-marketers-1651714.htm"><span style="color: blue; font-family: Calibri;">Second annual Content Curation Adoption Survey</span></a><span style="font-family: Calibri;">” informing me that “95% of Marketers are Curating”. </span></div>
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<span style="font-family: "Calibri", "sans-serif"; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">While I have no doubt a lot are through Twitter, Pinterest and other social networks, the penny dropped when I read that “o</span><span lang="EN" style="color: black; font-family: "Calibri", "sans-serif"; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">f those respondents that indicated they had not knowingly curated in the past six months, 100 percent of them had, by sharing an article, blog post or other content with a prospect or customer”.</span></div>
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<span lang="EN" style="color: black; font-family: "Calibri", "sans-serif"; mso-ansi-language: EN; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Breaking news: sharing an article with your facebook fans or twitter followers is not content curation. </span></div>
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<span style="font-family: Calibri;">Content curation involves gathering digital content from a range of sources and then sorting, art directing and representing that content in a way that creates an editorial experience. It’s not about creating, it’s about sifting through the raft of content available on a particular topic and presenting the best and most relevant pieces of information to your audience. It’s something you do regularly and consistently. There is nothing random or one-off about it.</span></div>
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<span style="font-family: Calibri;">So what makes for good curation? Google it and you’ll find a myriad of lists and opinions. My five favourite are:</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Have a reason for being:</b> knowing what your point is will make it easier to filter content, and to build an audience. It’s a bit like making a mix tape – knowing who it’s for and what you want to say makes picking the songs easy. </span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">You can’t survive on curation alone: </b>You will gain more credibility with your audience, and more support from other curators if you are also creating your own fresh and interesting content.</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Give it the personal touch:</b> automated curation tools are popping up all over the place but curation does require the personal touch to ensure quality content is being shared.</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Quality not quantity: </b>if time and resource is an issue then sharing quality content once a week will build more credibility than sharing rubbish content daily.</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Become part of the ecosystem: </b>always remember the content you are sharing is not yours! Always, credit your sources.</span></div>
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<span lang="EN" style="mso-ansi-language: EN;"><span style="font-family: Calibri;">Content curation is a long term platform that needs a strategy behind it. If your objective is to become an authority on something, then you can only do this by building up a following of people who trust that authority. </span></span></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-82716024602459068192012-06-28T17:51:00.000+12:002012-06-28T17:52:42.420+12:00Is App Usage Really on the Rise?<br />
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Worldwide smartphone use continues to rise at a rapid rate. <a href="http://blog.nielsen.com/nielsenwire/online_mobile/state-of-the-appnation-%E2%80%93-a-year-of-change-and-growth-in-u-s-smartphones/">In 2011, there were 38 million smartphone users worldwide</a>; in 2012 the figure is at 84 million with the rise in numbers of users comes a rise in the range of apps on the market. Popularity of apps seems to be at an all-time high, with the average user’s smartphone containing on average 41 apps, compared to 32 in 2011. The average user is spending 39 minutes engaging with their apps a day in 2012, a slight rise from <a href="http://blog.nielsen.com/nielsenwire/online_mobile/state-of-the-appnation-%E2%80%93-a-year-of-change-and-growth-in-u-s-smartphones/">37 minutes in 2011</a>. Competition among app producers is similarly at a high point, with up to 20,000 downloads in the last 24 hours needed for an app to be listed in the top 25 of its kind. This number was 10,000 <a href="http://www.appleinsider.com/articles/09/02/19/iphone_app_usage_declining_rapidly_after_first_downloads.html">six months ago</a>.</div>
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Despite these soaring statistics, is <a href="http://www.appleinsider.com/articles/09/02/19/iphone_app_usage_declining_rapidly_after_first_downloads.html">app usage really on the rise</a>? Only 20% of smartphone users revisit a free downloaded app the next day, and a staggering 5% reuse apps a month later. This has a significant impact on advertising within these apps. For these ‘free apps’, if they were used on average 12 times by the user (a figure which seems unlikely for the typical smartphone user), the application would have to “bombard its users” in order to match the money it would make from paid sales. In dollar terms, the app would need to generate $8.75 per thousand impressions (CPM) to match such revenues raised by paid apps. Currently the average free app generates $0.50 to $2.00 (CPM) from advertising. Despite the growth of apps on the market, <a href="http://www.appleinsider.com/articles/09/02/19/iphone_app_usage_declining_rapidly_after_first_downloads.html">Facebook, Youtube and Gmail are still the most popular apps available</a>. Another point of note: deal of the day websites have been used by 87% of all smartphone users.</div>
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What conclusions can be drawn from these figures? On the whole smartphone use is growing at a rapid rate, with this comes an expanding market for free downloadable applications. Is app use rising at an equivalent rate? While the average number on apps on a smartphone has risen, the actual usage of such apps drops off very quickly after the first day. This surely attributes to the inability to gain revenue through advertising to match that which paid apps can generate.</div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-46338514021092006722012-06-14T11:16:00.002+12:002012-06-14T12:24:47.183+12:00Mirror Mirror On The Bus Stop, Who's The Prettiest Prive Winner Of All<br />
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A few months ago I wrote <a href="http://phdiqnz.blogspot.com.au/2012/03/bus-stop-zumba.html">this post </a>about the blurring of
lines between outdoor and digital, with a few examples of outdoor using X Box Kinect technology to create some interesting engagement experiences for users in overseas
markets. </div>
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A simple but effective execution has been put into market by
Spark to promote the Samsung Galaxy release via Vodafone. Vested interest disclaimer here – yes, Spark
are our traditional media kin folk, Vodafone our client.<br />
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/836NoNJID2A?feature=player_embedded' frameborder='0'></iframe></div>
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Simply stand in front of the bus shelter ad shel, the
camera reads your movements and reflects them in the form of an astronaut in space in
the digital screen, highlighting the prize offering that Samsung are offering
up as part of the launch promotion, a trip into space. Includes projecting your face in the astronauts helmet to give you that greater sense of winning. By the photos and video we’ve seen (thanks
AdShel, the media owner partner) hundreds of pedestrians of all ages have been engaging
in the piece, dancing and carrying on like a carefree 6yr old (including even a
big bank brand Marketing Manager that we spied in the video, and we
know how tough it is to make them happy).</div>
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In place until mid July outside Britomart train station, so
have a tutu with it if you’re in that part of town. Or catch a train and go there specially.</div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-77790586580345043852012-06-11T15:00:00.001+12:002012-06-13T10:45:41.018+12:00Google Penguin Update<span style="font-size: small;"></span><br />
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<span style="font-size: small;">On April the 25th Google released an update that </span><span style="font-size: small; line-height: 115%;">rivalled
</span><span style="font-size: small;">both the Panda and the Florida updates. The
Penguin update, initially called the ‘Over Optimisation Update’ by Google wreaked
havoc amongst the SEO fraternity as the update was rolled out across all of
Google’s global indexes. </span></div>
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<span style="font-size: small;">Matt Cuts, Google’s ‘Top Dog’ at fighting web spam,
announced Google’s intent to target over optimised websites earlier in the year
however very little was known about exactly what the update would target.</span></div>
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<span style="font-size: small;">Six
weeks on and the Penguin update appears to have focused on:</span></div>
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<li><span style="font-size: small;">Comment spam;</span></li>
<li><span style="font-size: small;">Content spam; </span></li>
<li><span style="font-size: small;">Links from blog networks (blog farms);</span></li>
<li><span style="font-size: small;">Paid links; </span></li>
<li><span style="font-size: small;">Site-wide links from footers or sidebars;</span></li>
<li><span style="font-size: small;">Anchor text spam (unnatural anchor text links);</span></li>
<li><span style="font-size: small;">On-page keywords stuffing.</span></li>
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<span style="font-size: small;">Although Google sees this update as a positive step towards reducing
web spam, it did come, initially at a cost to the user and some unsuspecting
webmasters. Google’s mantra has always
been to provide a quality product, relevant search results. However, there were several instances where
the quality of the search results had been negatively impacted. <a href="http://searchengineland.com/did-googles-search-results-get-better-or-worse-119469">Searchengineland.com</a>
wrote an interesting article comparing search results before and after the
Penguin update but by most accounts, the NZ results have been largely
unchanged. </span></div>
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<span style="font-size: small;">Innocent webmasters were also affected by this update with many
respectable sites experiencing a drop in organic traffic. An example of this is WPMU.org a highly
respected developer resource and a distributor of free WordPress themes. Organic
traffic to this site dropped from 8,590 visits per day to 1,527.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVltGcU1grWLHrH5Gkqi94_QQ3rD65KY8OVu3QD6cyEExwxiOSQ9bKdzS6tl8Iyr7d8i6iMxHPIR_Fh3xPpW5KG6k52gEhKR5A45h62U87V3TrcWNnYpwrxGmiTtCPCho29f5R39VpT7Y/s1600/WPMU-GA-Graph.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="166" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVltGcU1grWLHrH5Gkqi94_QQ3rD65KY8OVu3QD6cyEExwxiOSQ9bKdzS6tl8Iyr7d8i6iMxHPIR_Fh3xPpW5KG6k52gEhKR5A45h62U87V3TrcWNnYpwrxGmiTtCPCho29f5R39VpT7Y/s320/WPMU-GA-Graph.png" width="320" /></a></div>
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<i style="mso-bidi-font-style: normal;"><span style="color: grey; font-size: 10pt; line-height: 115%;">Image supplied by</span></i><span style="color: grey; font-size: 10pt; line-height: 115%;"> </span><a href="http://www.webpronews.com/should-the-google-penguin-update-hit-sites-like-wpmu-org-2012-05"><span style="font-size: 10pt; line-height: 115%;">webpronews.com</span></a><span style="font-size: 10pt; line-height: 115%;">.</span> <br />
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The Sydney Morning Herald interviewed Matt Cutt’s about WPMU.org’s situation
and was told by Cutt’s that backlinks from questionable sites linking to
WPMU.org may have been devalued and thus damaged the sites rankings.</div>
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This has led to the fear of ‘Negative SEO’ attacks where
competitors could hire Blackhat SEO’s to spam sites. Aaron Wall from SEO Book wrote about this in
length and provides a case study where a website owner experienced a <a href="http://www.seobook.com/negative-seo-outing#45906">negative SEO attack</a>.
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<b><span style="font-size: 14pt; line-height: 115%;">Been Hit By the Penguin Update? </span></b></div>
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Matt Cutts pointed to two very specific videos in recent
interviews that people should watch if they want to clean up their sites and
recover from the Penguin update.</div>
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<iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/ES01L4xjSXE" width="560"></iframe>
<iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/2oPj5_9WxpA" width="560"></iframe>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-8849358275331171914.post-25279948360575776642012-06-01T14:47:00.002+12:002012-06-01T14:48:49.744+12:00What Media Multi-tasking Really Means<span style="font-family: Arial, Helvetica, sans-serif;">I stumbled across this interesting chart on </span><a href="http://www.warc.com/Content/Documents/How_Brands_Manage_Social_Content_at_Scale_Insights_from_IAB_Innovation_Days_2012.content?ID=17a96fd0-3a00-47dd-8a5d-dc702c4e8430&TRK=YTU20120531"><span style="font-family: Arial, Helvetica, sans-serif;">warc</span></a><span style="font-family: Arial, Helvetica, sans-serif;"> today:</span><br />
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<a href="http://4.bp.blogspot.com/-SU9jwEoukeA/T8gqp7cx1_I/AAAAAAAAACI/mp3nKZ8Za28/s1600/chart1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" height="293" src="http://4.bp.blogspot.com/-SU9jwEoukeA/T8gqp7cx1_I/AAAAAAAAACI/mp3nKZ8Za28/s320/chart1.jpg" width="320" /></span></a></div>
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<em><span style="font-family: Arial, Helvetica, sans-serif; font-size: xx-small;">'Screens to the nth – What People Are Doing and Why' IAB</span></em></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">There has been a lot of talk about media multi-tasking and how new technologies are driving efficiencies for consumers, but what this demonstrates is we are just trying to fit more into less time. We are working more, we are consuming more media and somehow finding more time for leisure but because a day still is only twenty four hours we are doing it all at once. </span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">This begs the question - with our attention so divided how effective are we being?</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Furthermore, as marketers, we can never count on having consumers undivided attention. This poses an interesting challenge - how do we capture consumers attention in such a distracted world?</span>Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-71726836988738919242012-05-24T11:19:00.001+12:002012-05-24T11:55:08.861+12:00Spotify in NZ<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8h2ZuGxZM02RjrxKVBv_6sa_CowuhcppYBnt2boNZ_meyXcJyLYQXwAImCmIP7eKTp7PzJFdyoLfL6QloSVKtZlYfdpQF9JIsZyE47DBxmIFqkzZTME2oGuIQCrDNK6LHdIdvYEt8bxJZ/s1600/spotify.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8h2ZuGxZM02RjrxKVBv_6sa_CowuhcppYBnt2boNZ_meyXcJyLYQXwAImCmIP7eKTp7PzJFdyoLfL6QloSVKtZlYfdpQF9JIsZyE47DBxmIFqkzZTME2oGuIQCrDNK6LHdIdvYEt8bxJZ/s1600/spotify.jpg" /></a><a href="http://www.spotify.com/nz/">Spotify</a> is an online music listening service that may change the way we consume our music in NZ. The application is simple and easy to use which can be installed on a computer or device with internet access.<br />
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What separates out Spotify from products that offer similar services is that it has secured its contract with record companies, making it legal. It has also included a social aspect where it can connect your Facebook/Twitter account to the application. Now you can see which One Direction song that old mate Bobby Bob is listening too or even send Bob a song to listen to.</div>
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First launched in Europe in 2006 it has amassed over 10 million users and is soon to hit the Australasian market. For New Zealanders the uptake shouldn’t be an issue, it would be the mobile data plans that would hinder maximum potential.Spotify bridges that gap of pirating music and paying for music closer together, record companies would be insane not to sign up as it’s a another revenue stream. From a consumers perspective all is not for free as there is opportunity to advertise on this platform and consumers will see the brunt of this. However you can pay per month to get Spotify’s premium product which will allow you to access it on a mobile device and see no advertising.</div>
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Spotify launched on the 22<sup>nd</sup> of May here in NZ and discovered some handy features:</div>
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<li>Apps</li>
<li>Friends list</li>
<li>Playlists</li>
<li>Radio (to connect artists with similar artists)</li>
<li>Importing your local content from hard drive onto Spotify</li>
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I’ve had a bit of fool around on this and it has somehow become part of my life, goodbye iTunes and illegal file sharing. As everyone has different personalities in our office I thought it would be good to see what music inspires us in our day to day work. I have compiled a playlist of PHDiQ’s pickup tracks - which you can subscribe to “<a href="http://open.spotify.com/user/phdiq/playlist/6b49TrHa9ZUOUlE9kMkmV9">PHDiQ Work Out Songs</a>” to experience our full emotions.</div>
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<li>Anna Woods: “Back on the chain gang” – Pretenders</li>
<li>Polly Williams: “Dutchies” - Shapeshifter</li>
<li>Christophe Spencer: “Greatest American Hero theme”</li>
<li>Graeme Douglas: “I believe I can fly” – R Kelly</li>
<li>Brendan Hewitt: “Lightning Crashes” – Live</li>
<li>Mike Harland: “Call me maybe” – Carly Rae Jespen</li>
<li>Gareth Treacher: “Saved by the bell theme song”</li>
<li>Jane Crabbe: “Welcome to the jungle” – Guns & Roses</li>
<li>Ivan Atkins: “Unchained Melody” – The Righteous Brothers</li>
<li>Shay Young: ”What makes you beautiful” – One Direction</li>
<li>Stephanie Sokolich: “Love Story” – Taylor Swift</li>
<li>Phillip Sue: “Juicy” – Biggie Smalls</li>
<li>Nikki Rogers: “9 to 5” – Dolly Parton</li>
<li>Craig Whitaker “Getting No Where” – Magnetic Man</li>
<li>Isreal Hartley: “Eye of the Tiger” – Survivor</li>
<li>Keila Bituin:”Raining Blood” – Slayer</li>
<li>Nick Sadler: ”Lovefool” – The Cardigans</li>
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</div>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-8849358275331171914.post-2587933481106798162012-05-18T15:59:00.000+12:002012-05-18T16:34:24.788+12:00Why I won’t be buying in the Facebook IPO<span lang="EN" style="mso-ansi-language: EN;"><span style="font-family: Calibri;">I was asked by a publisher recently where the most innovation would come from in the next three years. My answer – it hasn’t been invented yet. Sure, it sounds like a cop out, but when you look at the exponential rate of change in the digital environment, predictions become unreliable and giants (even the mighty Facebook) seem less solid.</span></span><br />
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<span lang="EN" style="mso-ansi-language: EN;"><span style="font-family: Calibri;">Consider these facts on the speed of adoption:</span></span></div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.whitefireseo.com/infographics/infographic-the-speed-of-social-media/" style="margin-left: auto; margin-right: auto;"><img border="0" height="225" src="http://2.bp.blogspot.com/-6cFI9n5N3Ls/T7XHdYjij1I/AAAAAAAAAB8/f_fFn1CD4m0/s400/Untitled.png" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Whitefireseo.com</td></tr>
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<span style="color: windowtext; mso-fareast-language: EN-NZ; text-decoration: none; text-underline: none;"><shapetype coordsize="21600,21600" filled="f" id="_x0000_t75" o:preferrelative="t" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" stroked="f"><span style="font-family: Calibri;"><stroke joinstyle="miter"><formulas><f eqn="if lineDrawn pixelLineWidth 0"><f eqn="sum @0 1 0"><f eqn="sum 0 0 @1"><f eqn="prod @2 1 2"><f eqn="prod @3 21600 pixelWidth"><f eqn="prod @3 21600 pixelHeight"><f eqn="sum @0 0 1"><f eqn="prod @6 1 2"><f eqn="prod @7 21600 pixelWidth"><f eqn="sum @8 21600 0"><f eqn="prod @7 21600 pixelHeight"><f eqn="sum @10 21600 0"></f></f></f></f></f></f></f></f></f></f></f></f></formulas></stroke></span></shapetype></span><em><span lang="EN-US" style="font-family: "Calibri", "sans-serif"; mso-ansi-language: EN-US;">(the G+ reference is a bit of a misnomer – as Google migrated current users rather than building an audience from scratch).</span></em></div>
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<span lang="EN-US" style="mso-ansi-language: EN-US;"><span style="font-family: Calibri;">And <a href="http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/">Pinterest did it in 2 years</a>.</span></span></div>
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<span style="font-family: Calibri;"><span lang="EN" style="mso-ansi-language: EN;">So, if speed is anything to go by the current leaders should be invincible right? Actually it could be their downfall. George Anders describes it well in this <a href="http://www.forbes.com/sites/ericjackson/2012/04/30/heres-why-google-and-facebook-might-completely-disappear-in-the-next-5-years/">post</a> on Forbes. He talks about something called the ‘<em>liability of obolescence – a growing mismatch between an organization’s inherent product strategy and its operating environment over time’.</em></span></span></div>
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<span style="font-family: Calibri;">When ‘time’ becomes compressed, such as in the accelerating speed of change in digital, companies operating in that space have a much shorter natural lifecycle (AOL, Myspace, Bebo anyone?). Sure there are companies that have survived, thrived even (Amazon, Apple), but will they be able to continue to adapt as the pace of change quickens? </span></div>
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<span style="font-family: Calibri;">To look at it another way –<span style="color: black;"> </span><span lang="EN" style="color: black; mso-ansi-language: EN;">the Pinterest example shows a subtle shift: from the social graph (who people care about) to the interest graph (what they care about) <a href="http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/">[paraphrasing Josh Constine, Tech Crunch].</a></span> <span lang="EN" style="color: black; mso-ansi-language: EN;">It’s a distinction not many commentators have picked up, but an important one. To look at the Anders example, where he pits Web 1.0 against Web 2.0 against Mobile – what happens when the change isn’t linear? As it splinters into ever more directions, it gives more credence to Anders’ thesis – </span></span></div>
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<i><span lang="EN" style="font-family: "Verdana", "sans-serif"; font-size: 10pt; mso-ansi-language: EN;">Those who own the future are going to be the ones who create it. It’s all up for grabs. Web monopolies are not as sticky as the monopolies of old.</span></i></div>
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<span lang="EN" style="color: black; font-family: "Calibri", "sans-serif"; mso-ansi-language: EN; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">So I won’t be buying in the Facebook IPO: the digital world order could be in for an overhaul sooner than we think</span>Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-8849358275331171914.post-82887167399573645292012-05-17T11:47:00.001+12:002012-05-18T16:33:58.658+12:00The Decade of Mobile<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrkN0m6wa3FmT3aNxu9nSRk0hykkK82rFphAGV3YeKR0CS_rrwsRn_pGMTXw2MHa5sbV01jZ1NZ41FqUk0JydA-E0nV41h0t8x0RQTRKJxSfa5LtKm2kEMUdrlokxzbEY7hhe-K_yl39A/s1600/MobileBrowsing.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrkN0m6wa3FmT3aNxu9nSRk0hykkK82rFphAGV3YeKR0CS_rrwsRn_pGMTXw2MHa5sbV01jZ1NZ41FqUk0JydA-E0nV41h0t8x0RQTRKJxSfa5LtKm2kEMUdrlokxzbEY7hhe-K_yl39A/s1600/MobileBrowsing.png" /></a>At least once every year for the last three years I’ve heard someone at a digital conference proclaim that “this will be the year of mobile”. Their tone has always hinted that this will be an event in media planning that none of us will be able to ignore, akin to the moon landing or Sir Ed knocking the bastard off. But then it’s never seemed to happen. Instead it’s been more like Kanye West - a steady accumulation of content, audience and commercial opportunities. </div>
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Nevertheless, and arguably unlike Kanye, there is no doubt that it has slowly but surely become an increasingly important media space for planners and clients to consider. The challenge that remains is that there isn’t a great deal of market data around of the NZ market. Sorry Roy Morgan, I usually love your data, but it seems hopelessly out of step for mobile when the answer to ‘how many people say they need a mobile phone to access the internet?’ is 7%. </div>
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But last week <a href="http://www.inmobi.com/">InMobi</a>, in partnership with <a href="http://www.decision-fuel.com/">Decision Fuel</a> rode into town with a piece of research that delivered some quite interesting insights (albeit from a sample size of 500 users… coincidently, about the same sample that dictate TV ratings). </div>
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So, a few numbers that no one has delivered before;</div>
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<li>Of 6.2hrs media consumption, 114mins are via a mobile</li>
<li>53% of market are using their phone while watching TV</li>
<li>65% using phone while lying in bed</li>
<li>23% using to access social Media</li>
<li>21% using to access entertainment</li>
<li>7% are using to shop</li>
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<a href="http://www.blogger.com/goog_1523804609"><br /></a></div>
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<a href="http://www.ourmobileplanet.com/en/graph/?country=nz&category=DETAILS&topic=DETAILS_OPSYS&stat=OPSYS03&wave=wave2&age=all&gender=all&active=stat">This OurMobilePlanet tool</a> has also recently come to my attention (thanks Mitch Campbell and nzh). About as accurate as any other tool on NZ market about penetration (ie, take with grain of salt), but least it’s fun to play with.</div>
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<br /></div>Unknownnoreply@blogger.com0