When your customers are your biggest advocates and love to spread the good word about your brand you’re doing something right. When they’re willing to share with their friends and their friends’ friends about their love for you you’ve nailed social media. However, when they’re willing to set up and participate in a national day in your honour then, dear Ferrero, you’ve reached the holy grail of social media.
As you know World Nutella Day was set up in 2007 by someone outside your organisation. Like a lot of people she was - and is - a big fan of your chocolate hazelnut goodness. So-much-so she wanted to bring together like-minded people to share their love for your brand, Nutella. And share the love they did.
No, quite the opposite actually. You sent a cease and desist and put yourself in the position of the big nasty brand and are undoing all the good will some of your most vocal and ardent fans see in you. So, Ferrero, here’s what you could have done:
Embraced the community. You could help set the guidelines and provide brand guidance
Sponsored World Nutella Day. Make it bigger. Make it better. Make it official!
PRed the hell out of it. Be seen as a superbrand adapting to the ever-changing ever-complex media landscape
Hire the founder of World Nutella Day. She’s doing a better job than you are
Want stay up to date with the rapidly changing world of mHealth? INSIDE mHealth is the monthly round up from Ruder Finn that lets you do just that by delivering the latest news, trends, facts and stats direct to your screen.
This month’s INSIDE mHealth highlights include U.S. hospitals absorbing a huge annual losses, Samsung’s increased efforts in mHealth, the latest Fitbit wrist-tracker, the mHealth trend in figures, this month’s most re-tweeted in mHeath and much more.
According to a Ponemon Institute survey of 577 health care professionals U.S. hospitals are absorbing an estimated $8.3 billion (about £5.45 billion) annual hit in lost productivity and increasing patient discharge times. The cause? Well much of it is linked to the lack of Wi-Fi access, deficient email and bans on use of personally owned devices.
The mHealth business model, which is currently nowhere to be seen in the majority of hospitals around the globe, seems to be a potential solution that will improve efficiency and reduce costs of healthcare delivery.
However, mobile healthcare is still facing several challenges.
mHealth technologies clearly have a major role to play in bringing these costs down but there are still significant challenges. One issue is that governments are still not sure which technologies are actually deliverable, as mHealth projects have, so far, only been evaluated for feasibility and not for impact on health.
Secondly, mHealth technologies are, in some cases, still too expensive for widespread adoption, both for governments and mobile users.
If you want to find out more about the potential of mHealth, then read the latest Imprivata sponsored report which asks just how long we’ll be able to continue wasting our limited healthcare resources on overly complex and out of date processes.
Samsung has announced that the company is working with the Olympic Medical Center (OMC) and a number of hospitals to improve operational efficiencies and reduce costs by introducing innovative technology.
Smart display monitors that don’t require traditional hardware or mouse interaction have been installed in hospitals, allowing electronic health records to be stored on the cloud. Doctors have found that this new technology has reduced the time spent completing charts by approximately half an hour a day.
This year, tech company Jawbone, has been busy snapping up several smaller exercise tech firms and has recently acquired the leading on-body monitoring system company, BodyMedia.
So what does expansion mean for Jawbone? Essentially, this forward-thinking company is collecting the various pieces of the jigsaw that it needs to ensure that it is ready to lead the way in the area of exercise technology, an industry earmarked for remarkable growth in the coming years. Stay tuned for more Jawbone news, as it its likely that the acquisition process has only just begun.
Last week, Fitbit announced its latest fitness tracker - the Flex. The new wrist-worn device, which look vaguely resembles that of Nike+ Fuel Band and Jawbone UP, is leading the wrist-tracker pack thanks to its real-time-syncing capability.
The Guardian’s Public service reform hub has gathered a number of expertsfor a livechat about how IT can be most helpful in health and social care. The discussion focused on how health and social care managers can implement new technologies in a way that will be beneficial to users and there was a number of interesting perspectives on areas such as big data and the quantified self.
One of the highlights of the live chat was the opportunity to use data captured outside of the formal health system, for example from personal health technologies and by monitoring the conversation of online communities.
Other important topics were the fact that managers underestimate how much ICT employees actually use and that privacy and security should be analysed from a cultural point view, rather than technical, in order to educate technology users.
According to Social Media Examiner, video was the number one content investment tool of 2012, with a 12 per cent rise over the year.
This is very much inline with the findings of the latest Experian Hitwise report stating that UK online video consumption is now exceeding one billion visits a month. [client]
Added to this, nearly half (46 per cent) of consumers say they would be more likely to seek out information about a product or service after seeing it in an online video.
What’s important for marketers is to know that people are likely to engage with video more deeply than simple text articles so that they can maximise the effectiveness of their campaigns.
But who said that business can’t be fun?
Another study conducted by Usurv showed that 51 per cent of the people interviewed said they had shared, commented on or liked a video because it was “humorous” and a third (30 per cent) because they “knew others would want to see it”.
Marketers need to think not only about engaging effectively with their audience, but also about what motivates their audience to further spread the message and, according to the aforementioned studies, amusing content may be just what they need.
To promote its Star Wars Weekends event, Disney is offering a ten-minute experience, named D-Tech Me, in which fans get the chance to put their face on a 3D printed Stormtrooper figurine.
D-Tech Me uses a single-shot 3D face scanner created by Disney Research labs and materialises the figurine with a high-resolution 3D printer.
Despite the high expectations, 3D printing is yet to revolutionise the manufacturing industry, as the purpose of the two is still too different.
The manufacturing industry relies on mass-production and, although personalisation is available in some cases, standardisation is the key to reduce costs and generate higher income.
On the other hand, the value of 3D printing lies, at least for now, in the uniqueness and customisability of the product “printed”.
But manufacturing is not the only arena for 3D printing. D-Tech Me seems to be a great example of how 3D printing can be used as an effective and affordable marketing tool, as well as to produce something that is unique and extremely valuable for the consumer.
These figures show not only how apps have proliferated dramatically in the past couple of years, but they’re proof of the astonishing rate of smartphone growth.
Apps and smartphone are strictly interconnected, and now that almost one billion people own a smartphone, they’ve begun to change how we think about computing, from something complex and expensive to something simple and affordable.
So what does all this mean for brands?
Richard Dodd, of the British Retail Consortium, believes that this is a precise illustration of how rapidly the ways in which customers are choosing to shop and the things that they are shopping for are changing.
But all that glitters isn’t gold. The huge number of apps available has meant getting noticed has become increasingly difficult and so has become making money.
Moreover, Apple’s insistence on taking 30% of any sales made through the App Store has meant that even developers of top selling apps see a third of their profit going directly into Apple’s pockets.
The app-world is a tough environment but it’s vital for brands to be in it in order to pay attention to technological and behavioural changes and adjust their strategies accordingly.
Are you reaching your customers on their smartphones? Let us know how.
Nintendo has decided to monetise on fan-made YouTube videos featuring content from its games.
Any time someone uploads a walkthrough or “let’s play” video, Nintendo will be able to collect royalties on it.
Moreover, adverts promoting Nintendo’s products will appear at the beginning, next to or at the end of the clips, Nintendo revealed to GameFront.
This will be accomplished by using YouTube’s Content Match ID system, which allows publishers, television networks or record labels to identify if content being used in a video is something from their products.
Is this the right move for Nintendo?
Initially Nintendo, unlike other entertainment companies, gained the sympathy of online communities by chosing not to block people using their intellectual property on YouTube or anywhere else online. But its recent decision to monetise on the positive relationship with its fans may easily backfire.
Several YouTubers, including Zack Scott who has gained a huge following (over 81 million views) for his Let’s Play videos, have already chosen, as a sign of protest, no longer to feature Nintendo games on their channels.
How should Nintendo, and other companies, try to monetise on videos of their products? Share your thoughts in the comments.
Having the latest gadget on the market is cool, but there is a thin line between looking cool and trying to hard.
Google glass promises to be the coolest piece of tech of 2014 so here are some guidelines to help you make sure too much coolness won’t backlash on you and make you look like a glasshole.
If you’ve recently watched a humorous video, share it in the comments below and let us know what made you engage with it. The best video, and comment, will be posted on our Facebook page and Twitter and shared with our community.
Our Managing Director Nick Leonard has already written about the exciting new hires in our Healthcare team, me included, and now we’re preparing to welcome another new member – Emma Morton, Health and Science Editor at The Sun.
Emma will be joining us as Media Strategist at the end of May after 13 years at the paper, including six years in her current editorial role, and brings unparalleled media experience into the agency.
Emma has been at the forefront of healthcare reporting and has seen at first hand the media landscape evolve. She knows the importance of online platforms, and how developments like Digital Health are changing the game.
Being on the receiving end of pitching from numerous communications agencies on a day-to-day basis, Emma will also be able to add to our already superb media skills and ensure we continue to excel at clearly communicating and maximising every story potential.
We are thrilled Emma is joining us. We’re in an even stronger position to fully integrate every media opportunity. The healthcare arena doesn’t stand still and neither do we.
Our newly strengthened media team will support our expertise in traditional healthcare communications, advocacy, public affairs and digital to enable us to develop truly integrated multifaceted campaigns that change behaviour, policy or attitiudes.
We are always looking for new members of the Ruder Finn family. If you’re interested in joining us please contact Alison Denham.
Blogger outreach is now common in a lot of PR strategies, but for charities online influencers can play a key part in helping to spread their message and shape the debate. It’s a sector with its own specific challenges and on Tuesday night, I attended Blogging For Good, the latest edition of the London Bloggers’ Meetup, to hear two charities and a blogger share their experiences in this area.
“Blogging is still important, especially to those who aren’t confident on other social media platforms,” said Eve Critchley. “If it needs to be done quickly, then Twitter is the natural place but blogging really puts meat on the bones of a campaign.”
Critchley speaks from day-to-day experience about finding and engaging in the right voices among those who may not necessarily be confident to use forums such as Facebook.
In her role at Mind, she is part of Elefriends, a warm and welcoming network where people can talk about mental health. The Elephant, who is the voice of Elefriends, is run by several members of the Mind team and helps curate conversations around the topic.
Crucially, Elefriends grew through word of mouth online, with the community demonstrating the need for it. But while a lot of the Elefriends initiative involves listening, Critchley is aware of the need for strong, powerful content to complement it.
“Real stories are important to every charity online,” she told the audience. “It’s important that we integrate blogs and podcasts into everything Mind does.”
Finding the right story is important, though, and the Mind team find many of their writers simply through being plugged into the community. “Often we’ll spot someone on Twitter who has a strong voice and ask them to blog for us,” Critchley said.
Getting the best out of blogging for campaigns
While Elefriends uses bloggers to help grow the network and support the community, as well as raising awareness of mental health, blogging can also be a powerful campaigning tool.
Amy Agnew shared one example from Save The Children where the charity campaigned around breastfeeding in the third world, specifically targeting the tactics of one multinational company.
To keep the message visible, the charity worked with a team of bloggers who, on a selected day, ensured there was a fresh blog post on the subject published every hour.
What’s more, while the media attempted to frame the issue around breastfeeding choice in the UK, Save The Children’s team of bloggers helped push the conversation back into a debate around breastfeeding in the third world.
For Agnew, bloggers can often highlight messages and campaigns that wouldn’t ordinarily get covered in the mainstream press and it’s often important for the charity to work with bloggers from the outset.
But while bloggers are a key part of campaigns, equally important is finding the right bloggers in the first place. As Agnew said, “It’s always important to find a topic that appeals to that blogger’s niche and audience.”
Understanding the needs and interest of bloggers
For Eva Keogan, many organisations often overlook bloggers, yet they can often be more effective at spreading a message than putting time and money into Facebook or website builds.
But you will need to spend time building a relationship with them. “Read their work, follow them on Twitter, retweet them, even comment on their blog,” Keogan advised. “Make it personal.” If you’re not already familiar with the community, then she recommends taking at least a month to get a good understanding of the area.
“You need to actually show why you’re a good fit. Don’t send an email that just says ‘Hello blogger’.”
Just as important is the follow-up after working together. Keogan highlighted Save The Children efforts to keep bloggers in the loop with regular briefings between bloggers and the charity, in a forum that enables both sides to discuss what worked and what didn’t. “It’s very rewarding to get a follow up from a charity to let you know how your efforts helped the campaign,” she said.
Keogan also highlighted the importance of understanding the wider community as opposed to dealing with each contact separately - “Bloggers hunt in packs. They have a lot of influence with each other” – and advises identifying where the close-knit connections are. Klout, in her opinion, wasn’t useful as it doesn’t necessarily help you find the right voices for your campaign.
Ultimately, though, Keogan says its important for charities to allow bloggers to tell the story in their own voices and not to push them into anything they don’t want to do.
For Agnew, it’s important to recognise that bloggers aren’t constricted by the same rules as the charity itself, while Critchley cautions about being too corporate in communication with bloggers. Charities can, she said, be a lot freer in how they approach online outreach than corporates and it’s important communication reflects this.
But there are some guiding principles that remain the same no matter who you’re dealing with. “Bloggers are like journalists,” say Amy Agnew, “In the sense that you inspire rather than instruct if you’re to get the best out of them.”
6 key takeaways from Blogging for Good
• If bloggers believe in a campaign they can shape the debate online
• Real life stories are vital for any charity campaign to engage interested parties online
• Do your preparation before approaching bloggers for charity campaigns – that way your find the right voices and get the best content
• Make sure your maintain the relationship – bloggers appreciate follow ups and the chance to input into future campaigns
• Bloggers will often cover areas that the mainstream media ignore
• Bloggers “hunt in packs” – when you’re working with one, there’ll often be spreading the message (or any negative experience) through their community or peer network
For more information about the London Bloggers’ Meetup, visit their Meetup.com page.
Like everyone else in the social media-sphere we love a list. Who doesn’t, right? And if one blog was to be crowned ‘King of the Link Bait Lists’ it would be Buzzfeed. Ever since it shot on to the scene in 2006 Buzzfeed has consistently churned out blog posts designed for virality and sharability.
For those of us in the UK we were pleasantly surprised (read: ecstatic!) when in March this year Buzzfeed announced the launch of its UK arm, aptly title Buzzfeed UK. We haven’t been disappointed either. The UK version catering to UK tastes (you know, like the stiff upper lip, bad teeth, cups of tea, slightly potty) has knocked out some cracking content since its inception. In true Buzzfeed style, here are our favourite ten.
If you thought wearable technology was only designed for humans you might want to think again.
For the past eight months, Asger Christensen, a Danish farmer, has been involved in trialling GEA CowView, technology that lets him track the movement and the behaviour of every animal in his herd.
Each cow wears a special collar, fitted with a wireless RTLS (real time locating system) tag, which is read several times a second by sensors fitted in a grid in the roof of their barn.
From this, the system can tell the farmer via real time alerts delivered to his smartphone whether the cow is ill, or is ready to be inseminated.
Wearable technology is increasingly becoming an integrated part of every industry, including healthcare and, now, more traditional ones such as farming and agriculture.
The value of this new technology is still underestimated and its costs are often still too high for the masses, but it’s undeniable that they have the potential to revolutionise processes and in some cases the industry as a whole.
Keld Florczak, the man behind the CowView technology, believes so and estimates the technology should pay for itself in one to two years. Of course, assuming that cows will overcome their privacy concerns.
Facebook has been criticised for changing its look too often, automatically resetting privacy settings and sharing personal information with third-party apps.
It seems that just when we start getting our head around our “new” wall or page, Facebook unveils a new design and moves things around with the purpose of optimising the space and giving users a better experience.
Here is how Facebook Updates Would Look in Real Life.
Do you still think these changes are worth the frustration?
To celebrate Vine’s 100-day birthday, video technology company Unruly has released the results of its study of Twitter’s new video app.
Collecting data from over 10 million Vines during a one-month period, the research found that the young app is becoming increasingly popular, as five Vines are sent every second. Moreover, marketers will be interested to know that branded Vines are four times more likely to be shared than branded videos.
This data is important news for brands that are using Vine or planning to add it to their marketing portfolio, as it allows drawing a more effective marketing strategy for the six-second video app, according to Matt Cooke, CTO and co-founder at Unruly.
Unruly, has also developed aSocial Video Playerplug-in that allows brand to integrate Vine into their current social video campaigns, as well as a Guide For Brands On Vine, that helps users to get greater insights on the Twitter’s app.
YouTube has, at last, launched its much-rumoured paid channels, that can only be accessed after paying a subscription fee starting at $0.99 (around £0.64) per month.
For now the programming is quite small, around 50 channels, but YouTube will be rolling it out in the coming weeks for current qualifying partners.
So what do YouTube paid channels mean for brands? Viewers will not be willing to pay for something they can get elsewhere for free, so brands that are planning to get a paid channel will have to ask themselves whether their videos are producing additional value for their audience.
For this reason, YouTubers and brands that are trying to monetise their efforts on the platform will have to invest more time and resources in their content strategy.
Moreover, quality will override quantity. Of course the number of subscriber will always be important, but brands will have to focus more on retaining and engaging with current viewers, since these represent a constant source of income.
A full list of channels can be found onYouTube’s Channels page, including offerings from film distributors Magnet and comedy channel Laugh Factory.
What channels are you planning to subscribe to? Let us know in the comments below.
If emails are part of your marketing strategy, then you’ll probably be interested to know what times and days emails have the potential to deliver a better ROI.
As every business is different, the only way to find out exactly when emails work best for you company is through testing. However, according to the Econsultancy/Adestra Email Marketing Industry Census 2013 only half of businesses are currently testing the time and day of their email messages.
Want to get an idea of what times your testing should focus on? Here is an infographic showing best time and day of the week to send emails.
If you’ve seen any other bizare wearable technolgies around the web, don’t forget to share them with us on the Ruder Finn’s Facebook page and Twitter. Till next week… Gabs (@gabrielegenola)
The late great Steve Jobs was quoted in his official biography on where he thought the next wave of innovation would come from. “I think the biggest innovations of the 21st century will be at the intersection of biology and technology. A new era is beginning” he told his biographer, Walter Isaacson, before his death in 2011.
Not one to usually make statements based on hype and without thorough consideration, Jobs, the visionary and creative leader, coupled with his own experiences of dealing with terminal cancer, saw that the next phase of digital disruption would be at the intersection of hardware, software and wetware.
Technology has disrupted numerous industries in its wake. Publishing, marketing, media and customer service to name but a few that have gone through almost-like revolutionary changes because of digital impact. I personally believe that over the next five to ten years technology will disrupt the health industry in such a way that it will make these previous disruptions seem like minor blips.
A perfect storm of innovation is taking place that is creating a beautiful collision of different technologies. Sensor innovation, genomic breakthroughs, citizen science, super (mobile) computing, social media, biotechnology, big data, biohacking and the Quantified Self movement are each coming together to help us live happier, healthier and longer lives.
Like me, Ruder Finn sees the huge potential technology can bring to healthcare and has been investing in digital health before any other agency that I know of. Last year (prior to me joining) we launched our mHealth offering along with two research pieces looking at the mHealth landscape in both the UK and US [pdf].
As an outsider looking in at the time and as someone who feels passionately about how technology can improve health and ultimately save lives (corny statement but true non-the-less) it was something that I wanted to be a part of.
In my new digital health role (while keeping a foot firmly in digital comms I should add) I’m not only lucky to take advantage of Ruder Finn’s established digital health presence and piggyback on its previous successes, but have been given the flexibility to explore this new innovative and emerging area that impacts everything from medical organisations to employee wellness to insurance companies.
This week’s digital roundup comes fresh off the bank holiday, and while we were all relaxing in the sunshine, the worlds of digital and social didn’t stop.
This week, all you need is… a guide to the past, present and future of digital as we look at big data, responsive design, and wearable tech, as well as breaking out the ice creams to celebrate ten years of LinkedIn. Any excuse in the hot weather.
The Financial Times has always been at the forefront of experimenting in a digital world. From pursuing a paywall strategy to investing heavily in mobile and tablet, the newspaper has continued to push its product into the digital age.
The FT’s web app was relaunched last month and FT.com’s managing director Rob Grimshaw has offered up a fascinating insight into the world of publishing online that any company who deals in content would be wise to consider.
Digital revenue currently accounts for 30% of the FT’s total revenues and digital subscriptions overtook print circulation last year. Much of this is down to a smooth user experience and design, particularly their use of HTML5, and tracking reader’s habits.
Do you think the FT has the right approach to publishing? And if you’re working in content, what are the biggest challenges for you with regard to mobile and tablet right now? Let us know in the comments.
In web terms, a social network that reaches 10 years and is continuing to grow is something of a rarity, yet LinkedIn have reached that milestone with a cool 225m users.
The social network for working professionals has left the likes of MySpace and Friendster far behind, but has also changed both in look and feel during the last decade.
To celebrate the ten-year milestone, LinkedIn have released a Slideshare showing 11 homepage design changes from this period. A little like thumbing through a flickbook, it’s a fascinating reminder of how even the biggest online networks need to keep evolving.
TweetDeck is dead. Of sorts. The app, beloved of many Twitter power users, was purchased by Twitter for £25m in 2011. However, while Twitter continues to develop the tool, the company itself has now been dissolved.
Twitter failed to file formal accounts at Companies House for TweetDeck Limited over the last eight months, which has lead to the company being struck off.
The move will have no effect on users of the app, however it’s clear Twitter have plans for how they want TweetDeck to develop. The Android, iPhone and Air versions of the app will be shut down this week as Twitter looks to turn TweetDeck into a powerful desktop tool for users.
Following an increase of sponsored stories and suggested apps in your Facebook newsfeed, this July will see video adverts on the social network for the first time.
Several major brands are rumoured to be taking part in the initial trials, which will use autoplay video, albeit with the option to keep the sound turned off.
The video ad market is growing with analysts predicting it could generate up to $1.5m of new revenue per day for Facebook. However, the autoplay adverts could prove contentious with Facebook users as the company looks to balance revenue growth with user experience.
How would you feel about autoplay adverts in your newsfeed? Would it disrupt your Facebook experience or are you willing to see more adverts on the site? Let us know in the comments below.
Big Data is a big buzzword in 2013 with many digital specialists espousing the need for companies to get to grips with the reams of data produced across all areas of their business.
Often, though, the concept of Big Data can be confusing, especially for companies who are still developing, digitally.
However, as iJento point out in their clear and concise Big Data guide for Chief Marketing Officers, ignoring Big Data at this point could hand your competitors an advantage. If your PR or marketing department aren’t familiar with analytics already, maybe now’s the time to train them.
How are you using Big Data? Are you prepared for the explosion of data predicted over the next 12 months? Let us know your thoughts in the comments.
From Google Glasses to the rumoured Apple iWatch, wearable tech is set to become a major part of the digital landscape. This neat infographic highlights how we could look if we decked ourselves from head to toe in the latest digital fashion.
Remember to get your virtual shoes on and run over to Ruder Finn’s Facebook and Twitter pages and share anything cool you’ve seen online with us.
This is a huge opportunity for us as an agency; we are very strong in Healthcare, Technology, Digital and Policy, so Digital Health sits at the convergence of these areas. It’s also an industry that’s growing fast and we feel we have the people, skills and ambition to take a lead.
In addition, we have strengthened the leadership team within our core Healthcare division to reflect recent growth and capitalise on future opportunities.
Vicky O’Connor (above left) has joined as Head of Healthcare from Cohn & Wolfe and leads the team. Vicky is extremely bright, experienced and ambitious and will help us maintain the great momentum we have at the moment. Joining her is Annabel Fiddian-Green (above right) as a Director. Formerly interim head of comms at the ABPI, Annabel has worked across almost every therapeutic area and has invaluable advocacy experience – which plays very well into our global expansion.
Judith Cranford, formerly our Head of Healthcare in the UK, has taken on a global role driving our Advocacy and Global Development proposition. There are few people as experienced as Judith in this area and we are delighted she’ll make an even bigger contribution to the agency on an international scale.
So lots going on and lots still to happen. We’ve always been strong in Healthcare at RF, but these hires and our diversification strategy will take us into new, exciting and (hopefully) market-leading areas. We’re still hiring too, so if you like the sound of this please get in touch.