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Posts Tagged ‘Insight’

  • A Desire to be Less Desirable

    29th May 14

    Posted by Jeremy Ettinghausen

    Posted in Social

    Author, Shea Warnes, Social Strategist, BBH London

    Instaglasses concept by Markus Gerke

    The problem with having a conversation is “it takes place in real time and you can’t control what you’re going to say” explained Sherry Turkle at a not-so-recent Ted Talk. That’s not the case online though. Facebook posts, Tweets, Instagrams allow us to curate, edit and filter what we want to say in pursuit of personal promotion. Ephemeral media allows us to share the moment and not live with them forever! 

    But it can be awfully exhausting. Especially, if like me, you don’t have a good eye for a good photo. There are particular times when sometimes we just want to share experiences with our friends. Unfiltered, immediate real-time moments. Moments that are being championed by the new wave of closed and/or transient  products such as Whatsapp, Kik and Snapchat.

    For brands, this provides exciting new opportunities to engage fans. Especially with reports that 700 million messages are being shared daily on Snapchat and 38 billion on Whatsapp. Despite these overwhelming numbers, only a handful of brands are really having a good crack at it. Surprising really when so many brand talk about wanting to build genuine relationships with our customers, because what better place than the channels where people feel most comfortable being their genuine selves?

    The biggest barrier for many brands wanting to build a presence is a lack of insight. Without this how are we supposed to know the content that resonates best with our audience, or even who they are? Increasingly there are studies such as Sumpto’s study on student habits which are providing that insight. In the mean time, brands are taking a leap of faith to know what content to produce and how to behave.

    Below are some starting points to get your brand in the right direction…

    Be a nice surprise – I’m on Snapchat because it gives me a different way to be have an entertaining conversation with friends. Unexpected and at times silly content that simply serves to provide moments of amusement during the drops in my day. Brands wanting to engage with me should aim to have a dialogue that shows them in a refreshing light. It is intentionally ephemeral, so brands should feel comfortable exercising their personality more through less formal content and giving access to parts of the brand a fan would not normally ever experience.

    Be a real person – The content I receive on Kik is from people at their most unguarded. They are not trying to add a filter of coolness and I’d expect that approach from any brand I followed. Have a look at MLB’s Snapchat strategy who rotate account ownership to different players and staff to keep the narrative interesting and provide a more rounded experience of the sport.

    MLB Snapchat

    Be effortlessly charming – Use it as another broadcast channel for your print campaign and I’m out. There are platforms like Facebook which are better geared for driving sales. This is important on closed platforms particularly as the ambition should be to add value without the expectancy of an immediate exchange – that’s not to say there aren’t business opportunities to be had! Whatsapp, for example, has the functionality to provide customer service better than a tweet ever could.

    Don’t expect to turn into Taco Bell overnight but start with good insight (and good manners) and someday your conversation should begin to promote itself.

  • Raging Against The Machine: A Manifesto For Challenging Wind Tunnel Marketing

    16th September 10

    Posted by Mel Exon

    Posted in Brands, Insight

    Author: Jim Carroll, Chairman, BBH London

    This is the second of a two-parter by Jim. For the introduction to Wind Tunnel Marketing, check out his earlier post here or read both pieces in today’s Campaign magazine (available on campaignlive.co.uk next week). As always, we’d like to know what you think – please share any thoughts in the comments.

    ***

    1. Seek Difference In Everything We Do

    “Is it different?” has been relegated to the last question, the afterthought, the bonus ball.  But the last should be first.

    We should tirelessly seek difference in the people we talk to, the questions we ask, the processes we follow. “Is it different?” should be the first question we ask when we look at work  – both in terms of content and form.

    2. Kick Out the Norms

    We’ve become addicted to backward looking averages. But norms create a magnetic pull towards the conventional. Norms produce normal.  The new frontier doesn’t have norms, but it does have endless supplies of data, and a rich diversity of tools with which to mine it.

    We should create a data-inspired future, not a norm-constrained past.

    3. Only Talk to Consumers who are Predisposed to Change

    Where there is change, there are people that lead and people that follow.  In research we mostly talk to followers, because there are more of them and they’re cheaper. But ultimately they are less valuable.

    If we’re seeking to change markets, shouldn’t we talk exclusively to change makers?

    4. Embrace Insights From Anywhere

    We’ve lived for too long under the tyranny of consumer insight. Of course consumer insight can be engaging, but it can also be familiar.

    Surely insights can come from anywhere and we’re just as likely to find different insights from an analysis of the brand, the category, the competition, the channel, and, above all, the task. Read full post

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