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Archive for the ‘ SOCIAL INFLUENCE ’ Category

IKEA joins the Slow trend

By on November 18, 2016

Where did the American Dream go? Good question! The answer is clear. According to The Economist, Youngster and Millennials believe The American Dream is much less achievable than before and it seems the concept is dropping on relevance.

America Dream is death

Under this insight (from which study, IKEA sponsors 🙂 ), the furniture brand has just launched an interesting campaign. The copy-writing exercise is amazing and all seems to tell us that IKEA is joining a new movement called Slow. You can see all the research findings here.

Ike american dream

Great stuff IKEA! Bigger doesn’t mean better!

Faster and bigger don’t mean better or greater anymore…The world is praying for a slower lifestyle shift and it seems we are starting to see some relevant movements and campaigns rising hands to make people aware.

Take it easy, relax and watch this great piece of work by Wissame Cherfi. Round of applause for you and Joe!

Fabriqué En Chine from Wissame Cherfi on Vimeo.

Sometimes I feel That place called Mediterranean I left time ago might be the place everyone will migrate in a near future 🙂

Keep it Slow-making!

It sounds strange but Millennials are dead! It’s time for a new generation and this is Generation Z, the real Teens. In comparison to Millennials, who witnessed the rise of social media and instant access to information on the web, members of Gen Z have always been digital. Much like Gen Y, they’re a digitally native generation with a shared penchant for visual forms of communication.

Generation Z vs Generation Y / Millennials

Generation Z


What’s new for Generation Z and how can we marke them correctly?

Be authentic: Gen Z members have an eight-second filter when it comes to through sifting to content online. They can spot pretence instantly
Teach them something: YouTube is their preferred social platform as it plays into their hunger for creation. They’d rather create than purchase, and YouTube tutorials are their teachers
Align with their values: Gen Z members are pragmatic and place making a difference in the world as a top priority. Market a product to them that’s affordable and cause-driven
Market with them and not to them: they value the ability to collaborate with brands. Make them part of core activities such as naming a product, or ask them to join a social-media campaign

5 Key traits of Generation Z

1) They use total of 5 screens!
Millennials are only tuned into a maximum of three screens at a time, while Gen Z has no issue switching back and forth on these platforms multiple times a day, says Alex Taylor, vice president of digital strategy and content at Clique Media Group and social-media-only publication Obsessee. “On average, the Gen Z’ers are spending nearly seven hours a day on screen,” she says. “They really seek a separate screen companion to overlay with their real-world experiences.”

2) It’s all about being pragmatic!
Unlike Millennials who are known to block online ads, 28% of Gen Z are more likely to respond to online ads, but they want to be engaged by real people. This is especially true in advertising, where 63% of them want to see influencers rather than celebrities in ads.

3) Mobile-Only but new devices
Although Gen Z is price-conscious, Deep Focus points out that 60% of teens prefer cool products over cool experiences, as opposed to Millennials, who highly value experiences.
Don’t forget VR, Apple Watch, etc.

Report by WGSN

I tell you… Black Mirror is not that far from present

Black Mirror is that new Nextflix series that is buzzing around powerfully as shows the dark side of life, technology and the new hyper-connected world. Since I’m someone very passionate about the digital world I got fully addicted to it.

The good news is that new episodes have been released and Season 3 is boom!. I would recommend to watch episode 1. Why? Because it’s represents very clear how digital influence works and the how dangerous the scoring approach is.

What’s interesting is the fact that we are not that far from there. Basically, people are rated (0-5) after every interaction they have so people become very hypocrite as everybody plays the game. Does it sound familiar to you? Because for me it does. This is not all, your circle is very important and the more you connect and get high scores from high score people the better. What’s funny is that you can hire a consultant who will help you increase your score. They do an analysis of your influence and will find strategies on how to increase your score. For example, among the most popular techniques there are mixing with high score people, be more thankful, post eco or social related content, etc.

The thing is that the higher is your score the better benefits you get. For instance, you are admitted in cool clubs, welcome to live in the best neighborhoods, etc.

nosedive-blackmirror

On the other hand, if you try to be to honest or speak loud, people will look at you as a crazy person and will start rating you down. Don’t mess it up! Once you go down 2.5 nobody will trust you and you are quite likely to end in the streets or even in prison.

I have some high score, trust me and go watch it!

Finally and among all the noise that forms Internet nowadays, I found an interesting presentation about the big topic of privacy. Aran Balkan gives plenty of details and will get your attention for sure. The full video is on Facebook and I couldn’t find it anywhere else. For more detail you can go directly to Aran’s blog



Key ideas:

– Our phone is an expansion of our self
– Data is a new asset
– Facebook facilitates the data traveling
– Brands and corporation know the more and more about what we do and think
– Surveillance of the self is an assault; a violation of the self
– If Zuckerberg does what he does we might want to do the same 🙂

digital surveillance

Things continue to change in social media and digital. Messenger platforms are taking over email and soon over social networking, people are using the more and more emojis, paid becomes a must, new platforms are changing the way humans communicate, etc.

10 key trends in social media

I would like to share this presentation that I believe is a great compilation in an era of confusion and disruption.

Would you add any?

I’ve been always a fan of that kind of brands that enter a category and suddenly, with a proper positioning vision and a solid and smart strategy become leaders. This is the case of Gin Mare, the Mediterranean Gin. I’m amazed and cannot be more aligned with one of the greatest event ideas I’ve ever seen lately. Enjoy and distillyou life… Remember The Mediterranean is not a place but an attitude.

Mediterranean attitude

Below I’ve included the brand case developed by the consultancy Garrigos&Llopis. You will find a great analysis and many important things that define the this premium Gin and helped to build a powerful brand.

Fail or win is often a question of little details. Find below 15 Ways to Fail & 25 Ways to WIN and learn how to engage correctly with the influencers.

The positioning war has started among agencies. Many agencies have taken different paths by focusing and owning specific topics / words (Engagement, influence, reputation, trust, content, social media, etc.) but only one, Golin has found the right one: RELEVANCE

I’ve been working at Golin for over 3 years now and I believe we have taken the right path. We are relevance obsessed. Even better, we are relevance equipped. Relevance is a strong word and defines the basis of marketing; No attention, No audience.

Golin Relevance agency

Golin Relevance agency

One of my colleagues told me; look, Relevance is like Facebook’s News feed. Users scroll and scroll down but there is no point to be there if you audience is not stopping and engaging. No attention, No audience…

“At Golin, we understand that thousands of brands are trying to reach the same audiences every single day. And that each of them wants to be heard. But consumers are savvier than ever when it comes to what they pay attention to and what they ignore.

There is no other agency out there that understands relevance as the key driver in effective brand communications. Others talk about trust or loyalty or brand love or disruption. We understand that none of those factors matter if your brand or company isn’t relevant. There are many cautionary tales of brands and companies once loved and trusted that became irrelevant and are no longer among us. So we study relevance. And we’ve brought in USC’s Annenberg School to co-author our intellectual property, the Relevance Fingerprint, which looks at what makes a brand relevant and why it matters.

But we don’t stop there. Through a variety of proprietary relevance-building products, we can identify the strongest opportunities that will help our clients build relevance with their target audiences.”

Relevance products

Relevance products

Introduction to WeChat

By on December 11, 2015

Wechat is China’s leading social media platform and it’s used by 2x more people than the population of the US!

WeChat is really a swiss army knife in China and it is THE go to platform for most clients that are looking to expand within China.

Thanks to Nicolas and Minhua in Golin Shanghai for putting this together!