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Trendwatch: Reactivated social media campaigns
Henry Mason, Admap, July/August 2013, pp. 8-8
This brief article looks at how brands can turn social media engagement into more meaningful action, such as charitable donation.
This brief article looks at how brands can turn social media engagement into more meaningful action, such as charitable donation. It provides examples from non-profit organisations like Civil Rights Defenders and Unicef, which have turned 'slacktivism' into activism. These have been through bold, thought-provoking campaigns that cut through social media white noise. Profit-making brands can learn lessons from these approaches to shock or amuse consumers into remembering the real world beyond social media.
Syrup, cows and the voice of the commons: How planning skills can save the world for fun and profit
Brian Millar, Admap, June 2013, pp. 29-31
This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen.
This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen. The author urges planners to not only listen to the voice of the consumer, but to listen to the voice of “the commons”: from environmentalists to "Occupy" camps and the online vigilantism of Anonymous, the activists’ voice is a powerful one. The paper argues that when brands listen to the voice of the commons, they will find new opportunities to enhance consumers' lives. Planners can use many of their existing skills to help brands do good by asking new, socially-minded questions. Dove, Yakult, Google and Zipcar are among some of the brands discussed.
Why consumers are like cats: Lenovo’s view of the future of marketing
Low Lai Chow, Event Reports, Asian Marketing Effectiveness Festival, May 2013
This report offers a theory of marketing from Lenovo, an electronics firm, which suggests that, following the digital revolution, consumers have evolved from friendly and obedient "dogs" to finicky "cats" in terms of how they respond to marketing.
This report offers a theory of marketing from Lenovo, an electronics firm, which suggests that, following the digital revolution, consumers have evolved from friendly and obedient "dogs" to finicky "cats" in terms of how they respond to marketing. Issues covered by the presentation include proper use of crowdsourcing, increasing personalisation in communications, and measuring engagement as a way of determining ultimate ROI. Brands cited as positive examples of appealing to "cats" are Oreo, Hippo, Volkswagen and Expedia.
The Athena doctrine: Female values are the future
John Gerzema, Market Leader, Quarter 2, 2013, pp. 36-39
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant.
This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant. Respondents talk as if they live in an age of 'extended anxiety', have concerns that their children will not have better lives than their own, feel that institutions have accumulated too much power and express worries about society's basic fairness; all of this contributes to a general dissatisfaction with "male" structures. Traits that were attributed to female thinking are expressive, reasonable, loyal, flexible and plans for the future - and were all also related to good leadership. An example of this form of leadership in action comes from Iceland's financial recovery, where women have won leadership positions in government and big banks. However, feminine values can be seen in leaders of both genders with countries with more developed economies and a 'higher reported quality of life' have citizens who are more likely to have both feminine and masculine traits and behaviours.
Britain Thinks: What does the financial crisis mean for the reputation of banks?
Deborah Mattinson, Market Leader, Quarter 2, 2013, pp. 19-19
In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve.
In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve. A key finding from the research was that many customers struggled to differentiate between their own high street bank and any of the others. The project also indicated that consumers who self-identify as being 'terrible at managing my finances' are more likely to feel that they don't know who to trust and are less likely to switch financial brands.
IJMR Young Research Writer award 2012 Finalist: Using mobile devices to access the realities of youth: How identification with society influences political engagement
Martin Smith, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 25-33
This paper describes a mobile-based research methodology to explore comparative levels of political engagement among young people in the UK, China and India, and reasons for the differences between these nations.
This paper describes a mobile-based research methodology to explore comparative levels of political engagement among young people in the UK, China and India, and reasons for the differences between these nations. Using the Mobile Aquarium app, which allows respondents to deliver picture, video, audio and text content throughout their daily lives, this methodology aims to offer a fresh insight into motivations and opinions among youth. This research showed that issues in China revolved around the importance placed upon 'community' and 'society', as youth are mindful of the impression they make on the rest of the world. In India, respondents demonstrated that they also recognise their country's emergence as a world economic power and they focused strongly on the growth of new markets, as well as education reform. In the UK, youth were focused primarily on issues that directly affected them. These appear to have implications for political engagement of youth in these respective societies, as in the UK, they have far less engagement with society as a whole compared to China and India.
Communities and citizenship: Redesigned for a New World
Havas Worldwide, Prosumer Report, Vol. 15, 2013
To understand the current approach people have to citizenship, Havas Worldwide conducted surveys with 10,219 men and women across 31 countries.
To understand the current approach people have to citizenship, Havas Worldwide conducted surveys with 10,219 men and women across 31 countries. Key insights into global trends are that people believe that citizenship is linked not so much to voting as to doing; relies less on political parties and elected leaders and more on individuals and businesses; is centred on communities bound by common interests and goals rather than by heritage, blood lines, or locality; is more pragmatic and measurable and less ideological; and is fuelled by social media. There is a strong belief in taking responsibility, both personal and that which is expected of businesses, as governments have demonstrated their inadequacy to effect real change. It can be difficult for businesses to take a more ethical stance, as accusations of hypocrisy are possible with even the most morally unambiguous of causes, while more controversial stances carry even more risks. However, increasingly it is even more risky not to take action at all.
Once upon a time, in Egypt
Rajna Rajan, WPP Atticus Awards, Highly Commended, 2012
This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt.
This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt. To better understand Egyptian peoples' actions, reactions and needs within the constraints of an authoritarian regime, a blend of traditional and neo research methodologies were adopted. This included a trend analysis, World Values Survey and social media netnography. Text mining of social media sentiments revealed large clusters around themes specifically pertaining to key political, social and economic issues. Such research methods can provide a window to the overall socio-political-economic health of the country which may help predict such events occurring in the future.
This is for everyone
Georgia Warren, WPP Atticus Awards, Winner, 2012
This brief article discusses how the internet - about which the opening ceremony of the 2012 London Olympics proclaimed, "this is for everyone" - has led to a more open and human society and culture, and empowered the public to scrutinise those in authority and hold their misdeeds to account.
This brief article discusses how the internet - about which the opening ceremony of the 2012 London Olympics proclaimed, "this is for everyone" - has led to a more open and human society and culture, and empowered the public to scrutinise those in authority and hold their misdeeds to account. It argues that "old power - derived from titles and institutions - is giving way to a new kind: the connected, collective might of the three billion people online."
Britain Thinks: Trust matters in tough times
Deborah Mattinson, Market Leader, Quarter 1, 2013, pp. 19-19
As the recession bites, we all trust a little bit less, so it is more important than ever to walk in your customers' shoes.
As the recession bites, we all trust a little bit less, so it is more important than ever to walk in your customers' shoes. Once the topic of personal finances is introduced in qualitative research, it takes a very experienced moderator to move respondents on, so intense are their feelings. It is increasingly important to go beyond second-hand consumer data. Successful and trusted brands must nurture authentic and meaningful relationships between their own senior teams and their customers. Another key practice involves brainstorming ideas, sharing perspectives between customers and staff and jointly developing strategies that work for all parties.
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