Own the work

by nick on January 17, 2012

The first email I read in the day is Chris Brogan’s and it’s usually before breakfast. He’s very revealing in a business sense and within that honesty you’ll often find gems of practical advice. His advice can be a little left field as he expounds about far more than just marketing per se by getting into some life and well-being thoughts, but it’s all very well received.

He wrote recently, Doing the Work is Sexy. From it, “I was an owner long before I was the boss. I owned my desk at my telephone company job, and that got me better opportunities, because I owned everything I could and make it my responsibility to do even more than the role required on paper. When I moved to my wireless telecom roles, I owned every one of them. I worked harder on projects that weren’t my assigned work while completing the job they paid me for as well.” This hit me squarely between the eyes.

I’ve been trying to articulate ‘ownership’ to my teams for over a decade with varying success. It’s surely the perennial problem of having others take responsibility for their world at work.

Owning and being responsible for projects, tasks, duties, etc means digging in and not pushing things back onto others. It’s seeing things through rather than dreaming up reasons and excuses why they didn’t float. It’s a buck-stops-here mentality, even though you may be well down the pecking order of the organisation chart.

Saying, “this is above my pay grade,” isn’t taking ownership. Neither are, “I don’t know why I didn’t complete X,” or, “sorry, I simply forgot,” or, “I never seem to find the time.”

The noun manager implies even more ownership. So synonymous is the relationship that you could actually switch job titles from Manager of X to Owner of X, but that would invoke a HR heart attack.

From what I’ve observed I’d say ownership is a mindset, albeit a difficult one to sustain. It comes at a personal cost as you invest more of yourself than your raw job description prescribes. Too few are willing to shoulder the commitment and resilience that owning your role demands. Yet, without blind luck and stumbling on good fortune, only through ownership can you ever become the boss. They go hand in hand, with ownership the first to be outstretched.

Side note:
Heston Blumenthal worked 120+ hours a week for 5 years. He took himself and his one employee to a huge team of chefs and three Michelin stars. He went from self-taught nobody to being mentioned in more or less every good restaurant guide in the world. That’s an awful lot of ownership.

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Rupert Murdoch on Twitter, but why?

by nick on January 4, 2012

Rupert Murdoch on TwitterThe biggest news in tech this week is that Yahoo! finally appointed a replacement for their known-to-swear-a-lot and former top-dog, Carol Bartz. They’ve appointed little-known Scott Thompson from PayPal.

But the much more fun/entertaining/frightening tech news is Rupert Murdoch joined Twitter. Really joined. No spoof account (that was his wife’s). No digital sidekick thumbing his tweets. No pseudonyms, social media gurus or ghost writers, just 100% unfettered, real-time access to our Rupes.

Love him or loath him (okay, I can probably guess which), this had to make the news wires. He started up on New Year’s eve and quickly courted controversy with (now deleted) quips like, “Maybe Brits have too many holidays for broke country!”

John Prescott must’ve found a dose of irony in a belated Christmas cracker and tweeted, “Welcome to Twitter…@rupertmurdoch. I’ve left you a Happy New Year message on my voicemail!”

It’s oh so easy to mock from the sidelines. Social media invented the term snark – and then used it in abundance. But this has got the hallmarks of a Charlie Sheenesque car crash all over it.

He’s obviously got every right to join the Twitterati but what’s his motivation here? I’ll show them all I’m not an evil bugger? I’ll prove to the world I’ve still got all my marbles? He’s not exactly in need of headlines, or a wider network.

Some are indicating he’s promoting his own products by saying “Great oped inWSJ today,” and “Very proud of fox team who made this great film,” and “Got to watch Foxnews at 5 EST.” Sure they’re all in his portfolio but his marketing teams would have to be pretty desperate to script that!

No, I think his top execs will all be frantically dreaming up ‘seriously pressing business emergencies’ that need his urgent and full attention. And his PR and comms teams will be praying Twitter falls over every 20 minutes like it used to in the early days.

In their shoes, I’d be tempted to sneak one of those Hollywood-style, CIA speced wi-fi blockers into his briefcase… or break his thumbs.

Given his opening salvo, it’s more than difficult to see this going well. I think it’ll end in either:
a) a fizzle, as Mr M gets bored of trying to be fab in 140 characters and lets the account doze off, or
b) in the furore of a NoTW closure but without the job losses.

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Amazon mines for more gold

by nick on December 7, 2011

Amazon in America is offering $5 off a purchase if the user orders via their mobile app. As of Saturday, if you go to Macy’s or Toys R Us and physically scan an item’s barcode with the Amazon App, Amazon will give you up to $5 off that item if you add it to your (mobile) cart and leave Macy’s empty handed.

This is about as aggressive as business gets: if you walk into a competing retailer, scan the very item they’ve spent money on to put in store, we’ll do you a better deal today. Does pricing get any more predatory? Amazon don’t want to be a major retail player online, they want to be the retail player, period. eBay and Google can play around with physical pop up shops, but not Amazon. They know where their expertise lie: online. And they aren’t shy about getting you there either.

It’s yet another stunning lesson from Bezos of using market-leader advantage to further leverage your position. The banks are claiming “Caveat emptor,” or buyers beware, as a retort to the mis-selling and exploitation critique. I can’t help but think Amazon will be saying, ‘sellers beware,’ in the coming years as they turn retailers’ own guns back on them having mined the data to within an inch of its life.

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Leadership troubles

by nick on November 16, 2011

I came across an old post by Fred Wilson (via Ben Parr) who was saying that a CEO had three roles:
1) sets the overall vision and strategy of the company and communicates it to all stakeholders;
2) recruits, hires, and retains the very best talent for the company;
3) makes sure there is always enough cash in the bank.

I’d argue all three of these require great communication to succeed. They also take more than a smidge of team spirit if the leader is to claim glory. After all, success or failure is always down to the leader, right? They’re the heroes or villains based on the performance of others in their charge.

That’s why Martin Johnson’s resigned from his England rugby coaching role. The team’s performance wasn’t strong enough in New Zealand and he’s had to fall on the proverbial sword. The pressure to go must’ve been tremendous, as Johnson is about as much a quitter as Ryan Giggs is maritally faithful.

But what of Johnson’s French counterpart, Marc Lievremont. Lievremont is known to have huge disagreements with his team. His players would say he couldn’t manage the bean bags in a crèche. They were wholly disobedient, mutinous and counter productive to pretty much everything he said. After winning their semi-final match against Wales (we was robbed, ref!), Lievremont asked his players to not party. They saw that as their queue to go out on the town. He should’ve offered them a free bar in a strip club; perhaps they’d have disappointed him by staying in their rooms and getting an early night.

My question is, what if France had won their final in the World Cup? Would success still have come from great leadership? Would Lievremont be able to claim that he’d made decisions in the build up to the tournament that laid foundations for a great performance? That his tactics were what counted, not his personal appeal by the players?

If an organisation is winning, is it really thanks to its leader? Well, Johnson knows losing certainly is.

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Is the web becoming a funnel?

by nick on November 6, 2011

The modern business model from Silicon Valley is build. Don’t just make a computer, make digital products (as Steve Jobs said by launching a music player, then a music store, then a phone). Build and build again is what the dominant players are showing us to be the winning formula.

Google was just a search engine, Apple was just about consumer electronics, Amazon was just a bookstore and Facebook was just a social network. No more.

These four colossal companies all appear to want to channel us down their particular funnels and have you ride their own track as you consume all things digital. To paraphrase the eloquent John Battelle, Google used to equal search, now they equal Chrome, YouTube, Android, Docs, Gmail, Maps, Places, Voices, self-driving cars, energy research, Adwords, Google+ and Motorola. And let’s not forget possibly their biggest opportunity for a true golden goose: Google TV.

This Fab Four will make the scale of Murdoch’s empire look about as impressive as a Lego village. Their dominance of technology, media and data over our lives will be insurmountable. Google is expected to bring in more than $30 billion this year. Analysts expect Amazon to reach $100 billion in revenue by 2015, faster than any other company. You need to stand up when you hear Apple’s annual growth numbers: net profit up 85% to $25.9 billion (£16.5 billion). In just Q3 of this year (obviously not their largest without Christmas sales), Apple turned over $28,571,000,000*. Read that number again – it’s genuinely staggering. They sold over 17 million iPhones in their financial Q4!

Such is the significance of the Fab Four, that we barely even think of Microsoft in the same vein. Arguably the largest of them all and the business choice of the world, Microsoft simply isn’t in the running for our hearts and minds like these guys are. They’re in their own cold war with each other, leveraging the juxtaposition of the web in that the low barrier of entry shouldn’t allow such monopolistic companies to exist. Yet again, what shouldn’t be possible, actually proves true online.

Each of the Fab Four want to build an ecosystem. Think about smartphones, tablets, apps, cloud storage, social networking, gaming, music, TV, or movies and all fit into their strategic map of web’s future – their own corner of the web.

I can’t help but think this is taking the open web and making silos for the user. Amazons new tablet, the Fire, doesn’t like you to browse around the web too easily, but if you want to download a movie from Amazon or buy shoes from their marketplace, then that’ll be a piece of cake.

There’s an element of lock in. I don’t necessarily mind that it’ll be a bit stifling, but the decision you make with your hardware may well dictate how easily you can consume software and content in the future.

It’s a bit like choosing to buy a car having the knowledge of exactly where and how you’ll drive it in the future. Suddenly what you buy becomes far more than we’ve traditionally dealt with when buying a laptop or a PC i.e. size, speed and storage.

It’s like buying a new BMW. Not happy just with selling you the metal, plastic and rubber, BMW build a bunch of roads and would very much prefer it if you drove only on them. And they’d like you to use their fuel stations as they’ll hook up with your car far easier than any other (perhaps auto payments through number plate recognition). And BMW have plans afoot to offer you destinations too that will stop you going to the beach or Center Parcs or the shopping centre – the BMW equivalent will be better, more secure and more ‘holistic’ to your vehicle.

It’s hugely exciting to see these guys slug it out on the global scale and change our lives through innovation. It’s a shame none of them are British. Who are you backing to be the winner or can they coexist?

*The numbers and much of the facts came from an excellent post by Farhad Manjoo.

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Agenda setting

by nick on October 30, 2011

Seth wrote recently about ceding one’s responsibility via other people’s agendas. He said ‘Setting an agenda is often as important as checking the boxes,’ and I completely agree.

Setting an agenda for a meeting gives you the initial power. Obviously, it allows you to frame the context of the discussions. You might not win every position but you certainly get to discuss them if you’ve put them on the agenda.

Also, if a structured agenda’s gone out beforehand and no one had any amendments prior to sitting down, then you’d be in your rights to say, ‘Sorry, I don’t believe that’s on the agenda. We can schedule it in for next time, though,’ if something new comes up. This can be a great tactic to avoid a tricky area or just simply to keep the stupid stuff off the table.

Definitely avoid the ‘any other business’ pitfall, too. It’s the catchall that lets any number of elephants into the room.

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It’s not okay

by nick on October 20, 2011

I WANT MY COOOOOOOKIE CRISPS!When staff, especially service staff, say that customers where okay, it’s often not the case. “But they didn’t stay, they didn’t buy, they didn’t engage,” you reply.

Disgruntled, dissatisfied, unhappy customers don’t scream and shout or spill blood. They leave. Simple as that. They might moan to their partner in the car or once the phone is put down, but they’ll very rarely feedback constructively to your team and offer suggestions (unless they’re from New York!).

I’m never happy to receive a complaint from a customer because we’ve obviously caused a problem, but I welcome the chance to rectify the situation. Personally, I’d vote my with feet rather than write you an email, so I’m chuffed that people can try and help us improve and win them back as a customer.

But given that we know the majority simply walk, what are we doing to spot those signals and what comes next?

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A fitting tribute

by nick on October 6, 2011

It’s easy to gush more wonderful adulation to Steve Jobs, but there’s a far better tribute to be made: start something.

A friend said tonight that it’d been a moving day. But he was also inspired when he thought of Jobs and the founding of Apple and Pixar. So inspired in fact that he registered two companies that he and his team had been talking about for months. These companies will move from mothballed thoughts to job-creating realism.

This is what our dire economy needs: innovation, inspiration and action (and perhaps that £75 billion in Q.E.).

Thanks for the virtuoso performance, Steve.

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Kindle thoughts

by nick on September 29, 2011

Kindle FireAmazon has shown itself as the first true competitor to Apple in the tablet war. The launch of the Kindle Fire this week is an audacious move to out-price the iPad with a dumbed-down system costing just $199.

Tablets are a future cornerstone for the world’s data consumption. As ever, Jobs lifted the curtain on that future and then he charged us a fortune to let us walk behind it. Amazon’s Jeff Bezos has had the hindsight of not being the first mover – he’s seen others throw pebbles at the armour of Apple with their tablet efforts (HP’s TouchPad was surely the most ham-fisted go at it).

I agree with Jason Calacanis that price is the key here, as you need to flood the market to gain traction and lock out competitors. Of course the product needs to be sellable in the first instance. Free may convert latent demand but it doesn’t create demand. No price reduction is enough if the product is tat – you could stand on every street corner in the country selling Betamax recorders for 1p. If you’d raised a whole £1 after a year I’d be stunned.

Amazon also had the gumption to go big. To double down as the yanks would say. And it needs to be so audacious because the scale of winning in this tech war is simply stratospheric. It’s not just about a few million bucks on the hardware, that’s just the entry fee to the club. The real win is at the bar. Consumers are paying for data that the world thought would be free for all time until the App Store showed us otherwise.

And nowhere is content more available than Amazon. Books, music, movies and TV shows are there. And of course, physical products from the deepest marketplace imaginable. Regardless of whether Amazon want to outgun the iPad, they are undoubtedly set to sell a whole tonne of content.

This is a killer strategy that doesn’t work in a cash strapped start-up with very little runway money and time. It’s the epitome of a loss leader, but it comes with the double whammy of providing a huge content channel as well as seeing off hardware competitors. Advantage Amazon.

This is a great move and a business test case for millions of students in years to come. What can Microsoft come back with?

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As seen on email

by nick on September 4, 2011

Marks & Spencer sent me an email this week announcing their new TV advert that was about to launch. I barely watch TV ads so this would surely have passed me by but did they really need to tell me?

Well, I’m an existing customer so this wasn’t about acquisition but it may inspire repeat business as they bang the “as seen on TV” drum. I don’t particularly care what the ad shows but it’ll be the ultimate video content for many consumers as they like the clothes on characters and try to emulate that.

Pepsi created great interest when they first advertised their new advert was coming. Not sure this is quite as innovative, or interesting, but it is duplicating your message across all platforms and that’s to be commended.

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What’s your future?

by nick on August 23, 2011

Bottom LineEvan Davis on the brilliant Bottom Line asked his guests what the business world will look like in 2020. Justin King of Sainsbury’s commented that it’s difficult enough looking at 2013 and 2020 is impossible. Laura Tenison of JoJo Maman Bebe claimed M-commerce would be commonplace, and Michael Birch, co-founder of Bebo said connectivity to the cloud would be the biggest difference.

Such forecasting always reminds me of the BBC’s Tomorrow’s World show where their predictions of robots in every home and self-replenishing fridges proved unrealistic, but here’s my take on the question:

Curators – there’s far too much data content now as people play with media as much as they consume it. Flipboard, Twitter lists and Google+ Circles are starting points but they’re nowhere near what we need to successfully plug in this fire hose. Some uber-smart MIT dropout will leap this forward soon.

Social commerce – some would argue all commerce is social as people often tell friends about their latest purchases; I don’t fully agree. But following trends will be much easier and integrating recommendations, likes and opinions of friends and peers will influence decisions like never before.

One click buying – as you read about an item in a social network or an article, a right click and ‘Buy Now’ will apply your normal shopping preferences (vendor preferences, sizing, card and delivery details) without anything like a mundane checkout process.

M-commerce – this is surely the tsunami that won’t be held back. I think conversion on tablets will outclass phones in most categories but phones will be great for repetitive purchases (e.g. simply scanning at the tube station), micropayments and voucher delivery.

Phones – data married with location is a winning formula. Searching will provide different results based on your geography. “Cross-channel retail,” will be commonplace as customers in store actually research online via their smartphones. Shopping searches will point you to the local retailer who told Google they have it in stock, not the guy around the corner who is simply listing the catalogue. Your phone’s camera will be able to populate the search, rather than the keyboard (upload a photo of a mate’s watch rather than type Casio G-shock, Google/eBay/Amazon finds it).

Multichannel – retailers are hungrier than ever for sales and they’ll take them any way they can get them. All and sundry will look to improve their transactional websites to compliment their physical stores. Pureplay retailers will encroach on the high street and the smartest will hook paper, web and bricks and motor into a seamless integrated purchasing system (tri-tail, even). Argos and Ikea probably lead this fight in 2011.

Marketplace – this will be the buzzword as the bigger sites aim to carve ever larger slices of retailing web. Amazon don’t just want to sell to you, they’re happy for you to list items on their site and take a percentage as you sell them to me. Why? Proximity: the more items they get next to themselves, the better. If we’re all on there selling cheaper than each other, the site wins as it gets more customers. If the site wins, Amazon win through commissions. There’ll be half a dozen big name players that dominate this next year.

Customisation – thanks to my surfing history and click rates, as well as my stated preferences, sites will know what content to serve me. My Times Online homepage will differ from yours. Ditto for Play.com and the like. Amazon do this very well now. Soon, the level of intuition will be mind blowing.

Cloud computing – we’re currently thinking about storage and remote access as data and photos are backed up online. But more than that, you’ll hook up many, many things to the net: cars (for servicing and sharing), houses (to monitor and trade energy supplies), even pets. Your dog or cat will have a chip that pings the web and checks their health, their dietary requirements, how far they’ve walked etc. Think Nike+, meets Crufts, meets Bupa.

Direct retail – supply chains are shortening. Wrangler has just opened its first store in the US. They’re very late to the party as big name brands want to showcase their wares without the middleman and follow the over-used, but absolutely true example of Apple. There’s an obvious knock-on here for small retailers who carry those brands and helped establish the business.

Regardless of the specifics of the cloud, or what car you’ll be driving in ten years, if our technology is going to reach anything like its potential, we need much better wi-fi access. This isn’t Korea and ubiquitous and free are unrealistic in the UK, but better pricing policies, simpler access and more connectivity are surely overdue/the starting points.

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Anarchy reigns

by nick on August 10, 2011

The theme of the rioting youths I’ve seen interviewed this week flows around respect. “When we get it, we’ll give it back. ‘Till then we’re taking,” said one angry girl on the beeb news this morning.

Respect exists inherently in a social society. By minding my own business and not infringing on your day as I pass you on the street, I’m being respectful. You don’t need to be told that and visa versa. You need to be a deluded Neanderthal to believe smash-grab-burn is the way to gain any respect.

Many far smarter than me will be picking the bones of this mayhem for months to come but our modern pillars of society have proven they don’t stand tall in a culture that believes wholeheartedly to entitlement.

The politically correct brigade haven’t helped over the years. Teachers are sworn at, spat at, verbally and physically abused in our classrooms, but they daren’t do anything about it. Immigration has been out of control by any possible measure. We’ve got an overstretched, underfunded, shrinking police force that’s neutered by a judicial system that can’t afford to incarcerate offenders. And we’ve got politicians wishing to hug a hoodie rather than educate and create a job for then. A benefits culture that rewards teenage pregnancy.  Gang culture, drug culture, yob culture… all make a simplistic list towards my pet theory of why.

I fear the elastic is snapping here. I’m sure there are hundreds, if not thousands of youths who’ve never stepped outside the law prior to being caught on camera this week. They’ve never smashed property, never stolen and certainly never thrown rocks at police officers. But some parents aren’t just allowing their kids out, they’re taking them looting.

And what’s next, now that the lion has tasted warm blood? Doesn’t the fact that the lawlessness is spreading demonstrate how easy it is to step across the line of temptation from wanting to taking?

This isn’t an Arab Spring. There is no dictator to topple. This is pure entertainment for these youths/criminals. Yes, the economy is in the toilet. Yes, the job outlook is bleak. And yes, the police took the life of a man, but this is as far removed from legitimate protest as you can get.

David Cameron has opportunity here. An opportunity to put some of the P.C. bull***t back in the cupboard. He says, “You’ll meet the full force of the law.” Well, David, they’ve seen your laws and they’re laughing at them. If the government doesn’t grip this with a force that makes Hulk Hogan squirm, point-scoring Ed Miliband will land enough rabbit punches to really hurt this time.

I genuinely fear for our society today. If anarchy becomes entertainment for the masses then tonight and every other night threatens to become a scene from a Mad Max movie. It is an impossibly difficult task to put this genie back in the bottle and capitalism hasn’t exactly been on a charm offensive of late (bankers, politicians, journalists, austerity et al) and the gap of the haves and the have-nots is growing. Can we really push consumerism to the level we have without consequence (I’m talking American housing as much a teenager’s desire for iPhones)? And how can government reign that back, even if we wanted them to? Surely there’d be cries of nanny-state at the thought of it?

Europe doesn’t have the answer; neither does America. The principles and practices that have gotten us here are clearly flawed and should be questioned by all. Regardless of David, Ed and Cleggy, I think I’d vote for Scooby Doo at this point if his manifesto stated he’d bringing back capital punishment.

Restoring public order is the obvious immediate task, but proving public confidence and restoring peace of mind is hugely urgent too. Government can’t seriously do that alone, there’s a collective responsibility towards change needed here.

Our nation is in metamorphosis this week – what will we become?

++++++

This is a business blog with a digital angle, so here’s some relevancy: since the rioting Amazon has seen a massive spike in shovels and baseball bat sales.

I don’t know if that indicates more protectors or more perpetrators but it’s a spike all the same. Just saying.

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Innovation in play

by nick on August 3, 2011

I was asked to call out some examples of those using digital innovation well. It’s very easy to say Dell are making money via Twitter and the new Old Spice videos are viral winners but here’s half a dozen less-heralded examples that might tickle your marketing fancy:

Company: Disney

Category: Social Media promotions

What: Toy Story 3 created the world’s first promoted trend on Twitter along with a Facebook app that allowed visitors to pre-order tickets and then share info with friends to arrange group viewings.

Result: increased the likelihood of impulse purchases and the social aspect made group planning that much easier. Was the highest grossing movie of 2010.

 

Company: Orabrush (a tongue cleaner that solves bad breath)

Category: Online video (direct selling)

What: Marketing started with a video shot at a pool hall for about $500 getting over 13 million views. There’s now a weekly installment for Orabrush’s YouTube channel, Curebadbreath.

Result: sold $1 million worth of brushes (at $5 a time) through YouTube. Four pharmacy chains, including Boots will be carrying the product.

Almost 40,000 people have subscribed to get e-mail updates every time Orabrush posts a new video, making it the seventh most-subscribed channel on YouTube.

 

Company: Daily Candy

Category: Location-based mobile marketing

What: DailyCandy Stylish Alerts uses geofencing technology to notify application users when they approach locations recently written about by the DailyCandy editorial team.

Result: news on events, gatherings and style as you walk around NY. First to market with such innovation.

 

Company: Gatorade’s Mission Control

Category: Social Media

What: Tweets of encouragement to high-school athletes before big games and responses to Facebook queries.

Mission Control aggregates and weighs real-time opinions. It gives more importance to mentions made by loyal fans, people with a lot of followers, or people whose opinions tend to get picked up.

Result: Pepsi’s cash cow became ubiquitous (and uncool). Mission control was set to reverse the sales’ slide. Gatorade sales rose 7% in the second quarter and 2.4% for the first half of the year.

 

Company: Kogi Korean BBQ

Category: Mobile marketing on Twitter

What: Korean take out food that moves around LA. The places are announced on Twitter @kogibbq and the chef is now winning awards.

Result: Business grown to five trucks inside two years. A gaggle of great PR including Time magazine. 90,000+ Twitter followers looking for Korean food.

 

Company: BMW

Category: Mobile marketing via MMS

What: the campaign was timed, targeted to individual consumers, and highly personalised to recent BMW purchases who would need winter tyres fitted.

They sent the MMS on the first snow day of winter with an image of the users model, in their colour with their rims and the recommended tyre for winter use. They also included a link to a mobile site allowing customers to experiment with the tyre simulator before making a purchase.

Result: 30% conversion from message to purchase and $45 million in new business.

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Doug Richard’s School for Startups

by nick on July 24, 2011

I attended Doug Richard’s School for Startups recently. The title is a bit of a misnomer as the day had nothing specifically to do with starting a business, but it did have plenty of action points for marketing.

The day was fast-paced with lecture-style talks from Mr Richard and three colleagues. Let’s be honest, you go to see the formidable Doug Richard in action and he opened the sessions with a broad talk about business and how little we actually control. See him in action here.

I was immediately stunned about how intelligent this [former] Dragon is. He reminded me of an economics lecturer I had who could tell what day of the week you were born on within about three seconds of knowing your date of birth (he’d run a cunning formula in his head).

The 120 or so business folk were scared to answer DR’s open questions for fear of engaging this razor sharp mind. You really do need your A game if you’re going to talk business with this guy, even your own business. A chap in the audience volunteered to describe his own organisation. Big mistake. DR took his ‘elevator pitch,’ highlighted several inadequacies and spat it back at the business owner with such flare that everyone else was writing it down thinking they’d plagiarise it for themselves.

But Richard’s cohort found that uber-sharp standard a tough act to follow. They gave us a social media-is-great talk with the obligatory Will it Blend video. We had a pay per click is-the-quickest-win talk complete with incomprehensibly small screen shots. Finally we had an ecommerce-is-the-place-to-be talk from an ex-Amazon exec.

I’m sure these chaps are great in their own right, but they’d been asked to cut their usual one day training sessions down to an hour or so and you felt they’d done it on the train that morning. Then again, it was government funded social enterprise (free entry) so I certainly couldn’t say I’d overpaid.

They had 120 or so small and micro businesses in the room and they broad stroked most areas. Granted, there is never going to be time in such bootcamps for massive details, but not one of the team had researched a company in attendance and come with examples of how they could improve what they were already doing online.

For me, social media is about authenticity and credibility and I don’t think SMEs new to the arena would’ve heard that message. They could’ve demonstrated more of the beauty of listening; of how to monitor the conversation and engage without stalking.

They could’ve run us through existing clients and demonstrated how their real-world social, PPC and on-page ecommerce work had resulted in X% growth this year for their architect, or bakery, or gym (you get the idea).

The standard for these online training sessions/bootcamps is rarely going to catapult your marketing endeavours, but I have to say these guys did let out several nuggets amongst some pretty awful PowerPoint.

Bravo to Doug Richard for undertaking this philanthropic project. Bravo to his team for willing to give away insight (without charge). And bravo to the local authorities for saying yes.

If you get the chance, please do go – I promise seeing DR’s business mind in action is as an inspiring an afternoon as you can get without involving an Olympic athlete or a war hero.

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Growth isn’t always what is says on the tin

July 15, 2011

The shock non-Murdoch news this week is that inflation appears to have fallen. The CPI rate is down from 4.5% to 4.2%. Most analysts would say the culprits are retailers (especially in electronics) thanks to their prevalent early summer sales, but it helps Mervyn King and his posse keep interest rates where they are, which [...]

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Superdry adds a showpiece

July 7, 2011

Superdry are one of the darlings of the UK high street. The City loves their stratospheric growth rate and they don’t plan on slowing. They’ve announced a flagship store on London’s Regent Street that’ll be a 59,000 sq ft international showpiece opening towards the end of the financial year. These guys are playing hardball. They [...]

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Talent doesn’t need words to talk

June 30, 2011

Few folks undervalue themselves in the workplace. They can mistake confidence for capability and often reinforce that by saying how great they are. Interviewees will tell you how perfect they are for the role; how their skills and experience dovetails your job description, even though they’re barely out of university or college with little real [...]

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Life’s too short

June 15, 2011

That’s what people say when they can’t be bothered to do something, “Life’s too short.” It’s a lazy cop out from losing weight, from saving money, from knuckling down – and we all know it’s bull s**t as we say it. Sure, life is too short to pull your hair out over every lost Twitter [...]

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Tablets to take over

June 1, 2011

The tablet isn’t a new invention but the iPad has created a phenomenally popular category that was a non-starter before Apple invested. A recent study by Google’s Admob services indicates tablet owners generally use them for more than an hour a day, usually at evenings. GQ editor, Dominic West, wrote in July’s magazine, “We’ve been [...]

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Twitter (non-injunction) thoughts

May 22, 2011

Twitter is front page news this week but a friend emailed me asking my thoughts on something other than super injunctions. He wrote, “If twitter’s all about engaging with people, conversations not campaigns etc, why is @delloutlet doing so well? Both in followers, and in direct revenue according to them. It goes against everything I’ve [...]

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Has News Corp backed a winner?

April 3, 2011

News Corp’s readership numbers are on the up since they introduced their paywall last July. Surely that’s all good news? The Times and The Sunday Times has grown from 50,000 monthly digital subscribers in October to 79,000 at the end of February. They seem to have brushed under the carpet the fact that the growth [...]

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Is intern such an ugly word?

March 27, 2011

Unemployment is over 2.53m with 18-24 year-olds accounting for 18.3% of that alarming figure. Kamikaze pilots have easier missions compared to graduates scoring an interview with over-subscribed job ads. Unfortunately they often don’t help themselves, so here’s my two pennies worth. Firstly, there’s loads written about CVs but here are a few tips to show [...]

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Digital stamps

March 20, 2011

Silicon Valley can get carried away with the Angry Birds’ Series A round of investment and Apple’s iAds, but Denmark are giving us a great example of digital innovation helping the man on the street right now. From 1st April the Danes will be able to text a number that will reply to the phone [...]

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Three books to kick you

March 13, 2011

Do you like business books that inspire you to move into action, or books that break down what someone did in their business? If it’s the former then this month has seen a couple of excellent releases for you: Gary Vaynerchuk is a hustler. His second book, The Thank You Economy is out this week. [...]

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