Social is a paradigm shift. We’ve moved from channeled experiences and brand-controlled messages to empowered consumers in a channel-agnostic marketplace. Companies should recognise and accept the enormity of this change.
Social data reveals the why behind the buy. Customer conversations create an insight-rich gold mine for businesses. The awesome power of conversation will be felt in the insights gained and the actions inspired.
Becoming customer-centric demands organisational transformation. Capturing the full value of social data takes place across the entire organisation, often requiring cultural changes. Social data can drive change beyond marketing, impacting sales, customer service, and product development.
Context is king in social data. To be successful, internal and external social efforts must be designed and evaluated in relation to the larger context of business goals and historical shifts.
You can read a review of the conclusions here.
November 7, 2011
How are people using their Tablets in the digital publishing revolution first launched by Apple with its amazing iPad? Well, according to a new European study by research firm CCS, almost 80% of the total 4,500 respondents to their survey said they’re using their tablets in the living room. And tablet usage among commuters is surprisingly low — just 15% take their tablet when travelling to and from work.
CCS Insight’s latest publication, Tablet User Survey, uncovers fascinating details about why people across Europe buy tablets like Apple’s iPad and what they do with them. Principal findings include:
- The living room and the bedroom are the most popular places for people to use their tablet
- Over 90% of owners use their tablet for at least an hour every day
- Non-iPad users use their tablets more than buyers of iPads
- More than half of tablet owners take their device on holiday, but just 15% use them while commuting
Sofa Surfers and Bedroom Browsers are the early adopters in the tablet market as consumers substitute laptops and netbooks for lighter, more portable devices they can use around the home.
Almost 80% of the total 4,500 respondents to the CCS survey said they’re using their tablets in the living room. In the UK and France, nearly seven in ten use it in the bedroom, while almost four in 10 Europeans log-on in the kitchen.
“Previously, people had to leave the room and sit down at a computer to use the Internet. A tablet offers a more convenient and social means of access, allowing users to join in with family activities while remaining on-line,” commented Martin Garner, Senior Vice President, Internet, at CCS Insight.
Tablet use on holiday is also popular, with 58% of owners packing the device in their suitcase. “The Internet is now so tightly built into many people’s daily lives that they want to continue the connected lifestyle when they take a break from work,” added Garner.
The survey also showed that only 7% of owners use their tablet mainly for work, compared with 60% who use it mainly for leisure. “This statistic will alarm tablet-makers that are trying to sell devices to the enterprise market,” said Garner. “Business customers will not engage with tablets until they see a vast improvement in enterprise software on tablets.”
Consumers in the UK are the heaviest users of tablets in the six European markets surveyed, averaging 2.8 hours a day. An overwhelming 95% of UK tablet owners use their device for at least an hour a day and 11% are online for more than five hours each day, according to the survey.
Interestingly, non-iPad owners are recording an average of 30 minutes more usage a day than people with Apple iconic device. This trend was evident in all markets surveyed. “We found that younger people are more likely to own cheaper non-Apple devices, and that these users tend to be most engaged with social networks,” said Garner.October 9, 2011
Content marketing is a wave just beginning to form – and it is not just about words. When people hear “content” or “content marketing,” they think of blog posts and whitepapers but the truth is content is anything that can be consumed and it isn’t just words. Listen to country singer Kenny Chesney and No Shoes Radio, an amazing country music radio station, which covers all the content marketing basics, including a Twitter feed, a Facebook Page, news, a Firefox addon and an iPhone app – awesome!September 29, 2011
We’ve just implemented a great five hour presentation coaching session with a fabulous client and their advertising agency in Stockholm, the stunningly beautiful capital of Sweden (at least at this time of the year before the Great Winter Darkness falls). All involved rapidly picked up on the four golden rules of any presentation: CONTACT, CONNECT, EMPATHY, SURPRISE & DELIGHT. They understood the importance of getting their body language right, being creative in finding different ways to express the same idea, and using simple, but efficient physical and verbal tools to involve their audience in the presentation to keep them focused. It was huge fun seeing how professional people got even more professional in leveraging their own natural communication skills by doing the right things right!September 29, 2011
A great upside of using the latest digital publishing, marketing and social media tools is the benefit delivered that save companies cash at the end of the day. The kind of news/magazine app tools we deliver at tkgb.co.uk bring a host of advantages that benefit the bottom line of our customers, including conserving resources, such as fuel or paper, or improving efficiencies via crowd-sourcing and better customer service. Get in touch with us by calling me directly on my mobile 07785302694 to learn how you can lift your external and internal communications effectiveness by harnessing our tools and methods that are designed to help drive your success by more efficiently and creatively connecting and engaging with employees, consumers and other key stakeholders – and help save you money.June 12, 2011
I am delighted as head of TKGB London to report that we’ve just implemented two successful assignments for Europe’s leading credit management company, Intrum Justitia.
The first was to help them with the creation of their widely-acclaimed Intrum Justitia 2011 European Payment Index (EPI 2011), an annual survey of almost 6,000 businesses across Europe, published this May across Europe and attracting huge attention in media, government and academic circles.
The other assignment has been to help Intrum get the English-language content on their global website to work pro-actively in promoting the benefits of the group’s various credit management offerings to their valued, but diverse stakeholder audiences.
Since starting to work together, we’ve built up the kind of solid relationship with Intrum Justitia that really helps us deliver cost-effective creative solutions. Much our success is due to the professionalism and customer focus of everyone we’ve worked with at Intrum Justitia.
Intrum do not settle for one-dimensional ideas, they always strive for communications activities that are relevant and resonate with their target audiences.June 7, 2011 June 3, 2011
Setting yet another great benchmark for custom publishing in the 21st century, a TKGB team scoped, produced and developed in just a day a stunning app from the Social Media in a Corporate Context conference in London on Thursday 2 June.
Based on live video and text input from the over 100 delegates and covering key social media issues, the app was made available free to everyone with an iPad on the AppStore. The SMCC App is a followup to a similar one produced at an Amsterdam conference in early May.
Don’t have an iPad? Please feel free to download the PDF version of the App by clicking on the link immediately below below (though you sadly won’t be able to enjoy the videos or hear the music in tis PDF version unless you have access to an iPad).
TKGB managing director David Noble is over the moon about how smoothly the App production was progressed during the Communicate Magazine SMCC conference:
“We’ve proven yet again how efficient, simple and cost effective it is to create 21st century custom publishing tools that harness modern digital technology to stimulate interaction and engagement between producers and consumers of information in ways that were just not possible earlier.
The App from the Communicate Magazine SMCC conference helps show the future of custom publishing and corporate communication.”May 30, 2011
All of us at TKGB are pretty chuffed that our App produced in a day at the SMCC Amsterdam conference at the start of May has been so well received.
Typical of the comments was the one that came on LinkedIn from Tessa van der Horst, in The Netherlands. She wrote: “Thanks David Noble, for your app last week during SMCC 2011 Amsterdam. It’s a beauty and I was quite amazed by your quick creation!” Thanks for those nice words, Tessa!
By the way, we will be reprising the effort at the Communicate Magazine SMCC London conference later this week. The app will be scoped, developed, produced and uploaded throughout Thursday … and if all goes according to plan everyone and anyone with an iPad will be able to download it from the App Store late Thursday. Watch this space for further developments.March 9, 2011
If you are looking for more evidence of just how iPad and other tablet’s are impacting the market, then you’ll be impressed by new research that reveals the growing power of the new medium to communicate efficiently. A recent article in Ad Age magazine reported how ads in the iPad edition of Sports Illustrated’s Swimsuit Issue were more memorable to readers than ads in the print edition and generated more reader actions. Citing Affinity’s syndicated Vista service, the article noted how ads in the iPad edition generated 21% higher recall than ads in the print edition, while reader-action scores — registering actions such as visiting the advertisers website – were 34% higher than in print. Affinity was quoted as saying that ‘the average percent of readers reporting that they visited an advertiser’s website as a direct result of an iPad ad was almost twice as high as ads in print”. What can we conclude: the obvious thought is that being ‘interactive’ sparks more ‘interaction’, but we’d be wrong to ignore the potential novelty effect. Still, for me, the writing is pretty much on the wall. If you want to improve your connectivity with your audience and wish to boost interest and interaction in your brand products and services, the iPad should be viewed and adopted as a fantastic new tool in your communications vehicle pool.