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18/7/2014 Comments

MARKETING BREKKY @ FIORENTINA CAFÉ JULY 2014

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Marketing Brekky Club



This month we had an inspiring Marketing Brekky.


We discussed a lot of cool things in the digital and marketing space including: new technology, social media trends, augmented reality and even robots! 




Agenda

1.   Cool Technology


Smarten your Home (Quirky): Quirky, a start-up in New York now fields 4000 new product ideas a week, picks three winners and then takes over all aspects of production, from making blueprints to marketing the goods through big-box retailers such as Home Depot and retail websites, including Amazon.

E.g.

·         A power strip that pivots so a plug never blocks an adjacent socket
·         A plastic stem that inserts into a lemon or lime and becomes a push-button citrus spritzer
·         Home products that can communicate with a smartphone or a household Wi-Fi network: A smartphone and tablet app will offer consumers a single digital dashboard to link and control a user's smart-home devices. With a few finger swipes, for example, you could instruct the lights in the kitchen and dining room to turn on when the automated door unlocks. 

VIEW SOURCE

  • The Future of SIRI- iPhone 6: Have an actual conversation, get her to cancel apts, set them and call family members by saying ‘call my brother in law’ and even cooler- get her to remind you of stuff e.g. when I am talking to my brother in law next, please remind me to ask him about the car. WATCH VIDEO
  • Cortana- Windows Answer to SIRI: Windows smart phones were not to be left behind, introducing Cortana- their answer to SIRI. WATCH VIDEO
  • Google Watch: Imagine being able to read and respond to texts quickly via your watch and also check the weather and where your next appointment is. WATCH VIDEO
  • 3D Printing: 3D printing seemed to struggle to live up to its hype but just a few examples can highlight how much it will revolutionize our world! E.g. if you break a bone- a custom 3D printed cast could mean it takes faster to heal or you may require a new bracket for your dishwasher which costs $45 retail and takes days to reach you whereas the 3D printer ensures you get it quicker and it costs around $1.60! VIEW SOURCE
  • Google Nest: Creating your home so everything talks to each other and you can easily control your washing machines etc from your phone. Your home is so smart it senses you driving close by and turns on the lights and heating! VIEW SOURCE
  • Google Robots- Terminator anyone?: This scares me a little, are we getting close to a Terminator-future? WATCH VIDEO

2.   Fake Reviews- not the way! READ MORE

I thought it was just plain common sense and good business acumen to only post real reviews and testimonials but apparently not. Some businesses have tried to fake it until they make it but that is just plain misleading and the watchdog is onto it. 

“The consumer watchdog is taking legal action in the Federal Court against an Australian cleaning company it says was involved in posting fake testimonials about its business on the internet. The company, Electrodry, has more than 100 franchises and provides carpet, drapery, grout, upholstery and mattress cleaning services, the Australian Competition and Consumer Commission (ACCC) said. The ACCC alleges that a contractor for Electrodry, acting as its agent or at its direction, made false or misleading representations by posting the fake testimonials relating to Electrodry on the internet. The ACCC also alleges that the company induced or attempted to induce its franchisees to make false or misleading representations by posting fake testimonials on the internet.The fake testimonials allegedly appeared on a number of sites, including Google, True Local and Word of Mouth. It is alleged that the testimonials were written and posted by people associated with, or contracted to, Electrodry, and not by its genuine clients as the testimonials implied.”

"While online testimonials can be a useful and genuine marketing tool, it is important that online businesses understand that making or inducing false or misleading representations about testimonials breaches the Australian Consumer Law," ACCC deputy chair Michael Schaper said.

Consequences

So far, it has taken issue with three companies over fake reviews. Australian removalist Citymove paid a $6600 fine in November 2011 and provided a court enforceable undertaking after publishing false consumer testimonials on its Moving Review website.

Euro Solar and Worldwide Energy and Manufacturing, formerly trading as Australian Solar Panel, paid combined penalties of $125,000 for publishing fake testimonials and making false or misleading representations about the country of origin of the solar panels supplied. The sole director of both companies, Nikunjkumar Patel, was also ordered to pay a $20,000 penalty for his involvement.


3.   Google Introduces Songza

Honestly I hadn't heard of Songza until I heard that Google was about to buy it. Songza is a free online streaming music service that recommends tunes based on what you are in the mood to hear. Sounds good to me!

Google says it has bought Songza, a free online streaming music service that recommends tunes based on what people might be in the mood to hear. Financial terms of the deal weren't disclosed, but unconfirmed online reports valued the deal at around $US15 million ($16.23 million).

"We're thrilled to announce that we're becoming part of Google," Songza said on its website. "We can't think of a better company to join in our quest to provide the perfect soundtrack for everything you do." READ MORE

 
4.   Multiscreen Success Stories


Example: Baines & Ernst

When Baines & Ernst saw that mobile usage was on the rise, it launched a mobile-optimised site. Maintaining content on two sites proved inefficient though, so the company used responsive web design (RWD) to build a single site serving all devices and sizes of screen. On mobile devices, pages per visit have since increased 11%, average visit duration has risen 30% and bounce rate has registered an 8% decrease, while mobile conversions have grown an impressive 51%.v READ MORE

Example: Beyond the Rack As traffic to its site from mobile devices grew, the flash-sale retailer Beyond the Rack paid close attention to how mobile sales compared. Without a mobile-friendly experience, they saw low conversion and revenue per-visit rates. In need of an optimal mobile shopping experience in time for the busy Q4 holiday season, in just four months Beyond the Rack designed a mobile strategy that allowed them to showcase all inventory and provide a seamless checkout experience. Today, mobile sales account for up to 44% of total sales. READ MORE

Example: The Huffington Post After building their first mobile site, The Huffington Post immediately recognised the importance of continuously adapting their strategy to align with ever-changing user behaviour on mobile. When The Huffington Post refreshed their mobile site in Summer 2013, they prioritised design, content selection, speed and the social experience. Since the launch, they have seen a 37% rise in mobile visitors and reach nearly a third of all mobile internet users with their content. READ MORE


5. New Social Media Site Emojli 
READ MORE

  • Introducing a whole new social networking site that will take digital communication to a whole new level.
  • Due to launch in late July or early August.  
  • It will offer users a vocabulary of exactly zero words. 
  • You won't even be able to use your real name as your user name.
  • Instead, Emojli users will communicate entirely in emoji, small images no larger than the size of capital letters that denote commonly used objects, emotions and ideas. 
  • More than 50,000 people have signed up to the site already, reserving one of just over 250,000 usernames of two emojis.
 
6.   Mashable: great resource for updates http://mashable.com/

 
7.     Cool Apps: check out the new lego app! READ MORE


8   Other Agenda Items:

  • Learning how to use Linked In Premium: video and tours here 
  • Facebook is forcing businesses to pay for advertising to ensure their posts get noticed. However how you could combat this is to ensure your posts are awesome enough for people to want to repost them for you. READ MORE 
  • Trip Advisor reviews: some research showed that 1 in 3 were fake. If the industry is cracking down on the service providers for posting fake reviews, surely there should be some kind of reprimand for the general public that write malicious reviews with incorrect content to get back at someone.
  • Social Media Tips: get your audience to create your content; it will be more highly regarded than if you just talk about yourself.
  • Other networking groups: Business Chicks on Linked In:  READ MORE
  • Burberry Using Augmented Reality: to enhance in-store experience: READ MORE 
  • Pay or receive discounts with followers: Marc Jacobs and other brands are using Instagram to expand their reach.
  • Adobe Digital Publishing: to make your publication come to life. READ MORE 


9.   Facebook Success Story VIEW SOURCE

Beach to boom: Fashion entrepreneur taking it global

Sandradee Makejev  (St Frock) is a Sydney entrepreneur who utilised social media to do something quite extraordinary.

  • From Bondi markets to a Pyrmont boutique in 2009.
  • Early adopter of Facebook fan pages, complementing boutique sales with an online store.
  • Turnover grew by 2400 % between February and December 2013.
  • “Our strong online presence is key to the success and future of St Frock. I have Facebook to thank for where I am standing today,” Makejev says. 
  • She believes that had she not chosen to go online, she would have had to close her boutique within 12 months after the GFC.
  •  In 2013, went from earning $20,000 a month in Feb, to $250,000 in Sep and $500,000 by Dec.
  • In less than a year, the brand has also gone from 3 full-time staff, to 18.
  • The brand has 159,219 Facebook likes, and 10,324 fans actively talking about St Frock (liking, commenting, & sharing posts). 
  • On Instagram, the brand has 7,334 followers, and regularly cross-publishes content on their Facebook page. 
  • Alongside their own social media pages, Makejev also has a cute brand advocate in ‘Fashion Dog’ – her own dog Nhu Nhu which accidentally became a social media success. 

10. New philanthropic idea: one brekky attendee is starting a community initiative to empower teenage girls to pursue their passions. The first stage includes a launch which will feature a short documentary and all girl dance performance. The short documentary follows five women who are each confidently pursuing their passions. Throughout the film, the audience learn that the women not only share a relentless commitment to their passions but are also connected by a common project – the launch event. The film inspires others to pursue their individual passions but also demonstrates the amazing outcomes that can be achieved when women work together.

Quick Brainstorm

  • Ensure there is a clear strategy/plan in place
  • Work out the branding, mood and image that is desired
  • Create designs, images, banners etc to match the branding
  • Colours like baby pinks and light purples would work well (not too girly so as not to alienate some of the audience)
  • Set up social media pages effectively: Facebook (Fan Page with positive quotes and articles posted several times a day), Linked In (Professional Page and Group), Twitter, Instagram, Pinterest (Inspirational Boards for different roles), Google Plus (Needed for You Tube Channel) & You Tube (Post videos and set up a branded channel)
  •  Easily and cheaply set up a website using Weebly, Wix or Wordpress and create a blog that you could link to Social Media and then use Twitter Feed to post the blog out to the social media channels.
  • Collaborate with a cause/celebrity/organisation for greater exposure, especially where there are joint synergies
  • Get attention: think up something fun and quirky and get noticed. 

How to measure effectiveness

To be able to say that it was effective the following items would be good indicators:
 
  • Good growth of social media presence especially in Facebook (Likes and comments), Google Plus & You Tube (measure interaction with videos), Twitter (Genuine Followers and retweets), Instagram (Interaction), Pinterest (Repinning of images and comments) and Linked In (Connections)
  • Great interaction with social media- genuine interest and good interactions not just likes
  • A change in the way that women support and talk about other women- leading to events etc.

*To keep up with this updates go to http://www.writeonitmarketing.com.au/the-woi-blog.html or follow Write_On_It on Twitter.

REMINDER

Your attendance is what makes the Marketing Brekky a success and an enjoyable way to network and keep up-to-date with the latest in marketing, PR and digital. Up-to-date RSVPS are essential in planning, booking and for the convenience of other members. Everyone is busy and has things come up but let’s all make a conscious effort to keep RSVPs accurate 1 week prior to the event.
 
*If you would like to invite someone to an event, please email their name, company and position to christina@exa.com.au (there is a waiting list to attend).

The Marketing Club is open to marketing/communication managers working within medium to large organisations (not start ups, marketing/web service providers or agencies etc.).

 
Quote of the Day:

“We are shaped by our thoughts; we become what we think. When the mind is pure, joy follows like a shadow that never leaves.” Buddha


Well, that's it for this month and I'm looking forward to the next Marketing Club. At this stage we are thinking September. Christina Marie Giuffré

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