On a Mission One of the interesting things I have seen, especially in the last 10 years, is that many of the big winners in technology have been what I call “mission-driven” versus “mercenary-driven” companies. There are a lot of companies that cut corners. There are a lot of companies that have a mercenary outlook, and will dump their idealistic goal to make a business work in the short-term. Inspirational vs. Aspirational audience You might have noticed that in our definition of Brand Utility, we prefer to talk about users than customers, when it is about people who benefit from it. We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of a user tends to zero, so why giving the exclusivity of your service to your target? Griffin Farley, in its propagation brief, makes the distinction between aspirational audience and inspirational audience. Your aspirational audience is the one who buys your products or services, who helps you to reach your business objectives.
20 predictions for the next 25 years 1 Geopolitics: 'Rivals will take greater risks against the US' No balance of power lasts forever. Just a century ago, London was the centre of the world. Britain bestrode the world like a colossus and only those with strong nerves (or weak judgment) dared challenge the Pax Britannica. That, of course, is all history, but the Pax Americana that has taken shape since 1989 is just as vulnerable to historical change. Cashmore Offers Peek at Mashable Model New York—Mashable has come a long way from its beginnings as a Wordpress blog that a 19-year-old Pete Cashmore launched as a way to connect with his peers and learn about social media and tech as he went along. Cashmore, in a Q&A keynote during the 2011 FOLIO: Show held here, discussed the importance social media has had with the site's audience growth, which is now at 20 million uniques per month. The company is still fairly small, said Cashmore, numbering around 50 employees, with the edit team taking up the bulk of that, around 25-30 staff. In addition to edit, other groups include an events team, the technology group, and sales. Cashmore singled out the community division as particularly unique, noting its "listening" role which has become a key method for determining where and how to distribute content on the site and along the various platforms.
Australian online commerce to hit $37billion by 2013. « eCommerce Report Australian online commerce is now forecast to be worth as much as $37.7 billion by the year 2013, according to Forrester research cited in a new report released this week by Paypal Australia. The figure for 2011 is expected to be around $30.2billion, up from $27billion in 2010. Growth in Australian ecommerce is expected to be once again over 12% throughout next year, after dipping slightly to 11.7% this year.PayPal Australia managing director, Frerk-Malte Feller, launched the “Secure Insight” report this morning at the Westin Hotel in downtown Melbourne. He forecast not just growth, but change as well. 5 One-Minute Growth Hacks For When You're Feeling the Pressure Denis Duvauchelle is the CEO & co-founder of Twoodo, the ultimate online collaboration tool. We all need to get our hands dirty from time to time. When obstacles come up, let nothing stop you from getting what you need! It’s times like these that made us come up with growth hacking ideas around our problems, or gave us the incentive to go out a research more.
Brand Utility, another way of thinking marketing. Most brands getting on social media are reproducing the same things they used to do on TV or radio… They adapt their famous 360° marketing plan and eventually invest in a bigger media plan. Here, Heidi Hackemer gives 3 main parameters for a great idea today (slide 31) : Aim for platforms, a long term commitment to the people who appreciate (or will appreciate) your brand, something which will give a rich experience. These platforms often appear in contexts where a brand can add value, Nike+, the Diageo Bar or the North Face iPhone app are some perfect examples.Aim for brilliant one-off tactics, a special event to create the buzz.Don’t settle just for just a campaign, remember it’s a commitment, not a one-night shot.
Some inspirational things for a Friday - Walk in the park, look at the sky. Walk in the park, look at the sky. 7 Jan 2011 Some inspirational things for a Friday It's been one of those weeks this week when I've been bumping into many wonderfully inspiring things; new things and older things.
How To Create An Editorial Calendar to Publish Blogs, Facebook Fan Pages, Twitter, and Email Newsletters How To Create An Editorial Calendar to Publish Blogs, Facebook Fan Pages, Twitter, and Email Newsletters This article is an exhaustive overview of how to design, create, and use an editorial calendar with links to additional articles, templates, and more. It brings you up to date on how best to create an editorial calendar and process to manage online and offline publications, including content published in email newsletters and social media sites Twitter and Facebook. This article strives to provide a comprehensive overview of all possible resources online compared to other articles which may be publication-specific or focus on one viewpoint of how to create an editorial calendar. When this article was first published in 2003, most online publishers had never seen an editorial calendar unless they came from a publishing background. Today it is far more common to find bloggers who understand editorial calendars, how they work, and their benefits.
Enterprise is sexy! 80% of tech startups likely to IPO are B2B How can big data and smart analytics tools ignite growth for your company? Find out at DataBeat, May 19-20 in San Francisco, from top data scientists, analysts, investors, and entrepreneurs. Register now and save $200! The enterprise is red-hot now, but pragmatic investors have been quietly investing for decades. According to technology research firm CB Insights, these investors will reap the rewards in the next few years. 7 Things You Can Legally Steal from Successful Companies Denis Duvauchelle is CEO and co-founder of Twoodo, helping your team organize itself using simple #hashtags. The essence of innovation and the foundation of many start-ups are to imitate and adapt from existing concepts. New ideas are mostly incremental improvements of past ideas, just as we as a biological species have evolved improvements over centuries. We at Twoodo are trying to make team collaboration tools a little bit better, for example. One thing that never gets old in business is knowing your customer – and that’s because of how often we get it wrong. Too often we rely on our narrow worldview to inform us of who we think would use our product or service.
Brand Utility, another way of thinking marketing and brand content. Here is a new Helge Tenno’s presentation. Connect everything else shows us clearly how the brands should use the Internet and the new technologies in general. The deal is not anymore in buying short term exposure, people do not remember anymore what you’re saying and they don’t look to your ads to decide which product they will buy, they look for what theirs peers say about a product, a service or a situation on Google, that’s why your reputation matters more than your image. I particularly appreciate the way Helge explains the different opportunities and this missing link (slide 3). 12 of the Year's Best Ideas in Interface Design [Slideshow] This past year, we brought you stories on everything from tweeting toddler toys and streamlined ATMs to news-reading apps and remote controls that magically change channels with a wave of the hand. Though wildly different from one another, these projects share a common denominator: They all display intriguing user-interface innovations. User interfaces, when done well, are the unsung hero of product design. They're the difference between a printer whose buttons you can figure out without even reading the instructions and one you want to throw across the room.
Designing the Perfect Call to Action Every email you send should have a purpose, and that purpose should be reflected in the call to action (CTA). If you’re not sure what your call to action should be, ask yourself the following questions: “What do I want the recipient to do?”“How will they know how to do it?”“What’s the benefit to them?”