Thanks for your data, here’s what we’re doing with it.

Last night i attended one of a series of digital seminars hosted by the law firm Olswang. The aim of the seminar, +TECHNOLOGY is to create an environment for technology specialists to listen to key notes delivered from respected digital experts, and discuss ideas and issues that affect the industry. This was the fourth instalment of the seminar programme, entitled You +TECHNOLOGY, with a focus on privacy issues incorporated with location based services.

The keynotes were delivered by Alan Moore of SMLXL and Tony Fish of AMF Ventures, and both speakers stated that as personal data gets more valuable, there is a need for governments to start regulating the way brands collect and utilise data. Very true.

But if a brand is abiding by data usage laws, are they also operating ethically? They may not be breaking the law, but are they taking a pro-active approach in educating users and informing them of what the data is going to be used for. I don’t think so. Let’s take a look at one of the more popular locations based services, Four Square. Four Square is an application that provides users with the ability to create a profile and share location details of where they are with friends on various Social Media channels. Although the app operates within the law, the privacy issues are alarming. All of a sudden, a number of people have found out your exact location when you ‘check in’ somewhere, alerting them that you might not be at home, giving them a clear sign stating please rob me. Currently Four Square is signing up 100,000 new members every 10 days, and i bet that the majority of those new members have NO idea of how their data is being used.

Things need to change. Users need to be given more of an opportunity to find out what their data is used for, and if brands start to adopt a more pro-active and honest approach in informing its customers of data usage, we’ll find a higher level of trust built up between both parties. As a result, this gives more of an opportunity to develop brand advocates, and ultimately create more awareness for the brand.

If you want know more, you can privately contact me at www.twitter.com/polestarcomms

The force is strong with this one

I’ve been told many times that i can be a little obsessive when it comes to things i’m passionate about. Rugby falls into this category, as does old school progressive house, Adidas originals trainers, and Star Wars. You can only imagine my absolute joy when i found out that the latter two are joining forces to release a new range of street wear in Jan 2010.

Adidas originals have always been seen as a brand that is in touch with all things cool, so the partnership makes sense. I’m not the only one who’s pleased, as upon news of the release, fashion blogs and message boards lit up with cheers of approval.

However, some marketing experts have the opinion that Adidas have cheapened the brand through the association, as it drifts away from its trademark athletic heritage, and risks alienating its sports focused buyers. Although the brand has only recently introduced a music and art strand with their originals product; the shoe has always had a strong following with musicians and artists for a number of years. Most notably was rap group RUN DMC with their single ‘My Adidas’. This act of advocacy contributed to a major spike in sales of the Adidas originals shell toes, a style that still remains as the product champion.

So, having Star Wars team up with the brand not only maintains its successful history with pop culture partners, it has also tapped into a channel that has nostalgic relevance with the brands target audience, and as a result has caused a little bit if hysteria with yours truly. I’ve already picked out a pair of Skywalkers that will go perfectly with my current threads. Nice kicks.

Merry Christmas everyone!

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Online news – What are we paying for?

News Corporation announced this week that it would be delaying the move to implement paid for content within its online news sites, which was originally intended for a June 2010 launch. Reasons for the delay consisted of falling profits for the year, and having a clear process for implementing the paywall system for the service.

http://www.brandrepublic.com/Discipline/Media/News/964397/Murdoch-reveals-delay-switch-paid-for-content/

News Corp stated that they are currently working on a trial website that would include content from the Sunday Times, however a date for this release was not provided.
In the same week The New York Times announced that a decision would be made within weeks regarding an introduction of paid for content within their news sites. The issue was supposed to be settled in the summer, however the decision to charge users for content was not as clear cut as originally thought, and a general agreement within the company has not yet been made. Bill Keller, the executive editor stated, "There is no clear consensus on the right way to go"

http://www.brandrepublic.com/News/949951/New-York-Times-wrestles-online-charge-method/?DCMP=ILC-SEARCH

No doubt we’ll see some kind of paid subscription news service in the future, as it’s becoming clear that publishers aren’t generating enough revenue from the current advertising model.
However, how can companies assure users that the content they pay for is premium? Consumers aren’t going to pay for blogs and articles that can be sourced from a different site for free. How are these publishers going to make this model work?

The reality is, until corporations ensure that paid for content is valuable and exclusive, consumers aren’t going to participate in subscriptions.

If you’d like to know more about digital, email me at nickb@polestarcommunications.com

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iPhone apps - Perfect mix of product & entertainment

Apple iPhone apps – Perfect mix of product & entertainment

It is becoming increasingly challenging for a brand to create awareness in a digital environment without having to offer consumers something of value. Gone are the days where a brand could wave a big juicy carrot in a banner ad, and then expect a user to click through. Digital consumers are becoming more intuitive when it comes to offers, and are less likely to connect, in exchange for an application that transforms them into a South Park character. There has to be something of value.

http://www.sp-studio.de/

Having recognised the shift in thinking, brands have now turned to Apple’s iPhone application engine to provide a solution. Through Apple’s App store, companies can now deliver brand sponsored applications that are available as free downloads. The aim is to provide the consumer with a utility that is entertaining, simple, buzz-worthy, and most importantly, not perceived as advertising.

Check out some great examples:

Becks gig finder
http://www.brandrepublic.com/Discipline/Digital/News/948972/Becks-launches-iPhone-app-help-music-fans-find-gigs/

Audi A4 Driving challenge – 370,000 downloads in first 2 weeks of campaign
http://www.autoblog.com/2008/10/04/audi-ships-a4-driving-challenge-iphone-game-v2-0/

Zippo virtual lighter – Held No. 1 ranking in App store
http://downloads.cnet.co.uk/0,39100207,39317803s,00.htm

So, has this exercise been a success so far?
The answer is definitely yes. Since July 2008, 500 million iPhone apps have been downloaded, with an average of 1 million downloads per day. The great news for marketing managers is that apps can be produced in a matter of weeks rather than months, and are a fraction of a cost to produce when compared to traditional branding executions.

If you want to know more about mobile applications, drop me a line at nickb@polestarcommunications.com

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The power to persuade people?

It’s not just politicians like David Cameron and Barack Obama reading ‘Nudge’ (Richard Thaler & Cass Sunstein), marketers are also turning to it to discover how persuasion is no longer an art but is now a science.

Studies have shown that most of the time we like to follow the crowd. If we are asked, we insist that we are not swayed by others opinions and that we make our own minds up however our behaviour and evolution belie this. Initially we have evolved to live in groups and with similar aims, so similar behaviour and co-operation become a lot more likely.

An example of when group norms have persuaded people to behave in a certain way was in a hotel bathroom. When people read the signs in their rooms asking them to help save the environment (and the hotel’s laundry bill) by keeping their towels for more than a day, many people complied. But not everyone. When the sign was changed to say that most people who stayed re-used their towels, people were significantly more likely to keep their towels.

There is a still a feeling that you are acting on free will however you are being subtly pushed in a particular direction. This only works if you feel that you have something in common with the rest of the group otherwise you won’t want to fit in with them.

Advertisers are already using this in a number of ways – including it in copy (‘thousands of people like you are already singing up to this offer’) and allowing people to badge themselves so that there is a collective visible momentum (charity ribbons/ armbands). Is social media now the ultimate way to showcase behaviours of our peers and thus influence the behaviour of others like them?

Moderators en mass

Last week the Daily Mail retracted a number of display ads featured in a comment piece on the death of ex Boyzone member Stephen Gately. The columnist who wrote the piece, Jan Moir, caused an uproar due to her insensitive comments regarding civil partnerships, with readers replying immediately to the content of the article.

Within minutes of receiving these comments, the Daily Mail pulled both the skyscraper and rich media display placements from the page, leaving the advertising space blank. Daily Mail responded to the ad retraction by stating “We removed the advertising within minutes of the article being published as we saw the strong reaction”.

http://www.brandrepublic.com/News/946413/Ads-pulled-columnist-Jan-Moirs-article-amid-gay-backlash/

What we have seen here is an example of how the readers became moderators of the published content. The Daily Mail editor didn’t recognise the potential danger of the piece, but thankfully the readers did, and made the paper well aware of it. As a result, advertising was removed, prompting the paper to make a statement regarding the retraction of the ads. "This is done frequently and by other newspapers. For example, we wouldn't want a mobile phone ad next to an article about mobile phone masts."

Due to the papers response to their readers, will we see a change in how content is published in future? No doubt publishers will take more consideration in what they deem appropriate for consumption, but will it ever get to a stage where authors and editors approve content with advertisers, or even more drastically, readers before going live?

If you’d like to know more about Social Media, you can reach me at nickb@polestarcommunications.com

You should also follow Polestar on Twitter – www.twitter.com/PolestarComms

Social Media - When negative content produces positive results

Businesses are more likely to cringe at the thought of receiving negative feedback about their brand, prompting marketing managers to panic at the thought of users posting damaging information on social media sites relating to their business.

However in some cases, we are beginning to see companies take a different approach in the way they view social media sites, and the implications of negative feedback. Some marketing teams now view it as a way of addressing a problem, and more importantly, providing a solution.

Optus telecommunications have now utilised their Twitter page not only as a news feed for updates regarding the brand, but as an extra resource for servicing their customers. Optus have recognised that users are communicating with each other outside traditional channels, and have harnessed Twitter as a portal where they can provide solutions to customer enquiries and complaints, and as a result increase customer loyalty and satisfaction.

http://willscullypower.wordpress.com/2009/09/24/customer-loyalty-optus-well-done/

Banking institution First Direct have also utilised Twitter for receiving comments and feedback, enabling them to communicate more effectively with their audience. First direct are quoted as saying that this is ‘heralding a new wave of openness’ between the bank and its customers.

http://www.marketingweek.co.uk/3005576.article#&nl=BN&ln=15100906

The development of this new communication channel has generated positive dialogue amongst other social media sites, and has enhanced both Optus’ and First Direct's online reputation as companies who understand their audience and are ready to move forward with them in the way they communicate.

If you’d like to learn more about social media, drop me a line at nickb@polestarcommunications.com

You should also follow me on Twitter: www.twitter.com/nickbrauer