Here’s a rather ‘insightful’ look on the contentious subject of what makes a good insight. I particularly like the refrigerator analogy!
If you ever need to dramatise the real value of web analytics, try showing your client this.
I love the insight behind this campaign. And you don’t need a focus group to work it out as we have probably all been guilty of behaving like this at some point in our lives. The dance floor scenes, in particular, are a classic and somewhat disturbing reminder of my student days of old!
So click on this link and hover your mouse over the clip. And make sure you do this before you go out tonight.
I’m in the process of reviewing the web strategy for one of my clients with a particular focus on improving usability to increase conversion. Our Senior User Experience Architect, Lynda Elliot (@lelliott0505) shared this video by Dr Susan Weinschenk which is worth posting as it contains a few useful nuggets. I particularly like her overarching point that we tend to focus on creating online functionality and a user experience so that visitors ‘can do’ a particular task. But that’s not the same as ‘will do’ where they are made to feel more inclined to undertake the task, or ‘still do’ where repeat visitors come back again to complete different tasks. To influence ‘will do’ and ‘still do’ behaviour you need to work harder to inject persuasion, emotion and trust.
She proceeds to outline 7 principles to help improve engagement and encourage ‘will do’ and ‘still do’ behaviour. I particularly like Principle #1 around the danger of providing too much choice as it can be counter-productive; principle #2 around the importance of social validation; and principle #6 around storytelling to get your message across more convincingly. There’s a lot more documented around weapons of persuasion than this but I like the way this is articulated (or should I say spelt out!)
CRM has been using Random Acts of Kindness (RAOK) for years to help build brand affinity, loyalty and advocacy. But traditionally it’s always been delivered on a one-to-one level either to reward the most valuable customers or to prevent attrition from high risk defectors. The best outcome in those days was that the recipient would remain loyal and sing the brand’s praises with a few mates down the pub! But now that we live in a more connected society there are infinitely more opportunities for these Random Acts of Kindness to reach a far wider audience. Nowadays you can cherry pick a few unsuspecting customers, offer some form of surprise and delight, document it and then amplify this by publishing or seeding this content in various social media platforms. The net effect is that a mass audience can see that you care about your customers and that the brand has a human side which can only do wonders to your brand equity.
The best example of this I can think of is Coke with their Happiness Vending Machine (see below) but if you want more inspiration then you must read this latest Trendwatching briefing. Not only does it highlight the growing importance of this trend but it also provides some useful and imaginative examples of how different brands have tried to apply it.
Tom Ollerton from Skive is a fellow member on the IAB Social Media Council and has pulled together this great presentation on the future of social media. Key take-outs for me include:
- Social media will become omnipresent. We’re not there yet but social media will soon become a way of life rather than a specific marketing discipline. Everything we create digitally can already be socialised or shared in some shape or form – that was the premise behind the whole world wide web in the first place – so it’s only a matter of time before social media becomes the accepted norm.
- Social media will continue to grow by capitalising on existing social behaviour eg
- overcoming laziness – adoption of FB/Twitter Connect/open IDs. In fact, there’s rumours that Yahoo have just launched Y Connect to add to the mix;
- facilitating our desire to share interesting content;
- tapping into our insatiable appetite for online gaming. Russell Davies gave an interesting talk a while back on the human trait of pretending which I reviewed here. It helps to explain to some extent why online gaming/virtual worlds have become so popular.
- helping each other. I particularly like Tom’s reference to ‘social shopping’ with Groupon’s recent collaboration with Gap which has generated a staggering $11m sales no less. Expect to see more of these kind of social shopping initiatives. eg check out Skoda and Uniqlo campaigns which went live recently.
- The adoption of social currency. This was perhaps the biggest revelation for me – I never made the connection before but as more and more people adopt Facebook credits it will eventually become a global currency. Facebook really is taking over the world, god help us!
I would probably add to Tom’s observations the issue around privacy which is gaining more and more traction these days. In fact, according to Mashable today Facebook have just been accused of another privacy breach. It’s quite feasible that we’ll see a backlash as the socially connected become more concerned how their personal data is used and how their private lives remain in the public domain.
If you have any other social media trends you’d like to add, feel free to comment below.