Socialmedia Catalyst

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When big brands came together to create magic…….

It’s a cut-throat competition in today’s business world. And making your product stand out in a highly competitive market is very tough for a business. You got to have a product that gets the liking of both the classes and the masses. Some companies score high in this parameter. Some don’t. So, for those who don’t have a sizeable audience base can use the option of collaborating with fellow companies to garner a bigger audience size and larger profit.

Companies teaming up and collaborating with another company for a commercial project or social campaign can effectively double the brand exposure and reap dividends for both businesses.

Successful brand collaboration depends on both brands being able to benefit from the existing market of the other, or from gaps in the market that can be filled, through a collaborative relationship that competitors will find hard to replicate. Think Nike and Apple.

Here are some instances when the big organizations came together and collaborated on a product/ service:

Starbucks & Spotify: Starbucks scaled up a premium coffee shop experience into a massive global brand, using music to create an ambience around its coffee. Spotify, a music streaming platform, has powered almost 25 billion hours of listening around the world. Starbucks and Spotify forged an innovative co-branding partnership to build a “music ecosystem”, offering artists greater access to Starbucks consumers and giving Starbuck access to Spotify’s expansive discography. Through the initiative, Starbucks employees get a Spotify premium subscription, with which they can curate playlists (that patrons can access through the Starbucks Mobile App) to play throughout the day in the shop. This music ecosystem is designed to expand the coffeehouse environment that Starbucks is known for while giving artists greater exposure to Starbucks customers.

Apple & MasterCard: Sometimes, co-branding partnerships aren’t just cool projects between two companies — they actually have practical value when the companies work together. When Apple released the Apple Pay app, the brand effectively changed how people perform transactions. This app allows people to store their credit or debit card data on their phone, so they can use them without physically having the card with them. But in order for this app to succeed, it needs credit card companies to integrate with this technology. By the same token, credit card companies also face more competition themselves if they aren’t compatible with the latest consumer purchasing tool. MasterCard became the first credit card company to allow its users to store their credit and debit cards on Apple Pay. MasterCard not only showed support of a major consumer tech developer in this partnership — it evolved along with its own customers in how they choose to make purchases at the counter.

Uber & Spotify: Music-streaming app Spotify partnered with ride-hailing app Uber to create “a soundtrack for your ride.” This is a great example of a co-branding partnership between two very different products with very similar goals — to earn more users. Here’s how it works: When riders are waiting for an Uber ride, they’re prompted to connect with Spotify and become the DJ of their trip. Users can choose from their own playlists to determine what they’ll listen to. A good move to retain its target audience.

 

Let’s take a break here. There are hundreds of companies that collaborate on a product/ service. But does anybody here know what the motive is behind the move? What are the reasons behind the decision of an alliance taken by the bigwig’s sittings behind these corporations? Here’s the answer.

When two brands come together with an objective of brand collaboration, the main objective is to share the expertise and offer the unique and innovative product to the customers that will help them gain the competitive edge and advantage in the market increasing the market share by manifolds. Both the brands that are coming together enjoy a huge base of customers and followers who are loyal to the brand and its various offerings.

Let’s continue with the blockbuster collaborations that yielded some great profits to the companies.

Apple & YouTube: Since its inception, Apple’s event is exclusive only to its user base (users with Apple devices). But for the first time, Apple streamed its #iPhone11 event on YouTube, making it accessible to users across the globe. Previously, Apple has always live-streamed its launches via the Keynote app on Apple devices. Last year, Apple made an exception for the first time when it broadcasted its iPhone XS launch live on Twitter. Apple usually uploads its launch event shows on its YouTube channels after the broadcast is over. But this is for the first time there will be a live broadcast on YouTube.

Domino’s & Tinder: In 2014, Domino’s matched with Tinder on what is surely a popular day for both parties: February 14th. Tinder grabbed a slice of the action by allowing users to swipe right on a range of special deals and freebies offered in pizza-form. Domino’s promoted the deal on various social media channels through a series of ‘cheesy’ one-liners. Both brands delivered value to a sector of customers that are usually alienated on Valentine’s Day: single people. The results could be measured by interaction and reached some 230,000 users.

As discussed earlier, in today’s dynamic markets and the ever-changing business scenarios, it is very important for the brands to survive and thrive in the market retaining the loyal customers by offering the products that are unique and innovative amidst the tough competition. And the business strategy of Brand Collaboration is one of the best and go-to tool today.

Twitter to now allow users to schedule tweets

After a long wait of years, Twitter is finally bringing the feature to schedule tweets. The new feature exclusive for Twitter Ads users allows create a tweet and then schedule a date and time for it to be sent out, up to a year in advance.

The feature aids creators, social media managers, and advertisers/marketers on the platform, as a month of content, can be scheduled in a day. If this feature rolls out it puts Twitter at par with Facebook & Instagram.

If you are among the people who aren’t familiar with scheduling, here’s a how-to for easing the process.

 

  1. Log in to ads.twitter.com.
  1. Navigate to the “Creatives” > “Tweets” tab.
  2. Click on “New Tweet” in the top right corner.
  • You’ll be redirected to the Tweet Composer, where you can create your Tweet. Add your copy, photos, videos, and cards here.
  1. Choose “Promoted-only” or not. Selecting “Promoted-only” will deliver your Tweet only to users targeted in a Promoted Tweet campaign, not organically to your followers. Unselecting this will schedule an organic Tweet.
  • You can only unselect “Promoted-only” when logged into your ads account.
  1. Once you’re finished, select the down arrow button next to “Tweet”.
  2. Choose “Schedule” from the drop-down menu.
  3. Select the date and time you want your scheduled Tweet to go live.

In addition, Twitter has changed the Explore tab’s icon on the mobile version has been changed to ‘#’. Previously it was a magnifying glass symbolizing search.

A new ‘Search’ button has also been added to the feed on the top-right corner, which shows your recent and the trending searches on the platform.

Tweeples, what do you think about Twitter’s latest feature? Comment down your thoughts on the new change from Twitter.

Facebook adds new Slideshow button to Stories

In an attempt to popularise its Stories feature, Facebook has decided to introduce a Slideshow button which will enable users to add a still image slideshow to their story.

The update was first spotted by Matt Navara, a social media enthusiast.


The new option provides a simplified way to add a stream of images, which will play out through your Story frames. Of course, you can do this already, by selecting each image one by one for each frame, but the option will make it easier to action, which could prompt more people to try it out.

Presently, it is still possible to add multiple images to the stories on Facebook. However, the Slideshow option provides a simplified way to add a multitude of images to it and boost the usage on the platform.

Facebook’s new move is innovative and may attract its user base to use the feature more often. It will be interesting to see how the users will react to this change.

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Augmented Reality

Slick, touch-responsive, elucidative glares have long been a feature of science-fiction. The suave, dashing spy strides down a bus New York street and pauses before a man with an impassive, phlegmatic expression. Cut to the hero’s glares: a blinker appears on the top-left corner for a few seconds, after which a list drops down the screen. The suspect’ stats – vital and otherwise – have just been sourced ‘from the database’.

In a few years – heck, now, probably – these glares will be reality. Augmented reality (AR), actually. That’s the technology these glares use. Augmented reality superimposes graphics, audio and other sense enhancements from computer screens onto real time environments. What is most impressive about this, is that AR’s information is given according to subjective needs. (If you want eco-friendly bags, that’s what your AR-instrument will point you towards, in the mall.) While Pranav Mistry’s Sixth Sense technology is the most popular and promising aspect of AR today, there are also gaming, wikitude and numerous other possibilities.

This will take convenience to a new level – Look at a lake and know if it’s too deep, cold or toxic to swim in. Calorie-count will appear as soon as you look at food. Military operations will be aided greatly by AR – blueprints, night vision, detection of weaponry – all at the touch of a screen. Surgeons will have an objective, unimpeded view of the area of surgery, with constant indicators on a single screen. Not to mention that looking at a person brings up all their information on the internet.

Which begs the question: do I *want* a stranger to see the details of my Facebook and Twitter pages? Will I have the same attitudes to the guilty culinary delights if I start using AR calorie-counts? (I know I can stop using AR if it makes me guilty, but will I ever eat Tiramisu again?). Yeah, I want the Indian Army to know the enemy’s actions like it knows cricket scores, but do I want the enemy to know the same about India? Is it really a good idea to be peering at a virtual screen every few seconds?

When AR does make an appearance in the lives of the masses, it will be extensively powerful and correspondingly dangerous. However, like all other technological progress today, it will march on regardless. Preventing a virtual Hiroshima-Nagasaki is up to the users. The choice is yours are you willing to be part of the revolution as a user or as a creator?

Trends in Social Media Marketing in 2010

Mobile will gain in Social Networking – people will start using cell phones more extensively for social net working needs. Fall in rates, more competition between mobile service providers, and the most anticipated 3G spectrum will fuel this growth.

Digital divide of the online and offline world will come together – there would be more explosion of interest based meet ups – feng shui, dog lovers

Social Networking will not be just a few handful of early adopters, but this time the voice would be much louder and the reach would be larger and more amplified

On the applications and websites the “coolness quotient” will move to more “utlity quotient”. The coolness will attract but then utility will make the stick around and keep coming back for more!!

One thing that might be negative or should be used with caution will the aspect of Peronsal Privacy and copy of content without giving acknowlegement to the user, specially true in case of blogging.

More celebrities will start engaing with their fans online, will use this tool not only to promote their movies, but also the causes that are close to their heart. Fans will be excited to have a tweet reply from their favourite celebrity or celebrities’ symphatasies on their fan’s loss.

From a more business perspective it would become micro-tagetting, mass-prsonalization and interest based profiling of users and demographic profiling of users would be a passe.

Facebook, Twitter will stagnate, next big thing would foursquare.com, are you on it yet or be left behind.

This article was featured in the DNA here

Are social networks here to stay? Is it a revolution?

Clubbing was a decade old form of social networking. Today people tweet their thoughts for the world to see. In between, we’ve had instant messaging, MySpace, Facebook and blogs.

Social networking technology is changing the way consumers, investors and traders interact and share information. However, all companies are struggling to find ways to show how the trend is actually adding to the bottom line. Almost every industry has seen the influence of social networking.

Moksh: Online social networking is here to stay—the only change will be in what form it takes. It isn’t just a fad. However it needs to keep on coming up with innovations. The content and the features will have to be kept updated very frequently for the consumer to retain interest in the same.

Daksh: yes, apart from this, more interactivity between the website and the user will go a long way in him being loyal and an evangelist for the site to a new user or even an existing user. I think the young generation get bored very easily and thus the secret to success for the network would be real time innovation, as Moksh said. It is very difficult to be logged in your site when he has plenty other options just at the click of a button.

Moksh: people ask me whether social networking would take advertisement away from the conventional media. The answer is that no media can be indispensable, ever. Period.
Each media compliments the other and social networking isn’t any different. The only thing that might happen is that initially till the media is new and people have not experienced it, some amount of content will go to it. But in the long run, it will all even out.

Daksh: people in India don’t buy or sell stuff online which I think could be a small drawback in terms of leveraging the media for trade purposes. Advertising is fine but not trade. Also the internet connectivity in India is very low which could act as a barrier. Stringent laws by the government will help trade and as people’s confidence in the system increases, more use of social networks will happen.

INTEGRATING SOCIAL MEDIA INTO MKTG COMMUNICATIONS

The newest kid on the block always gets the eyeballs and attention with respect to what it does. Same is the case with the social networking sites which have taken the world by storm. Experts predict it to be the next big thing. Only time will tell whether it will but it doesn’t stop people from taking big bets on it.

What started out as a forum for like-people to exchange views and opinions and start type of online club has turned into a marketing arena for marketers to get each and every pounce of it. The huge response social network sites have got and the type of audience available to the marketers unprecedented before has resulted in them researching how to leverage it. However there are concerns whether they should be clubbed with the other forms of media or should be kept separately due to the type of audience.

Moksh: Integration with existing marketing strategy or not? For me it doesn’t matter, what matters is how we tap this market. If our goal is the same, then I think we should integrate it since it would give a holistic picture and there would not be duplication of activities.

Daksh: Integrating it will help more since the objectives are same. However the technology and information for this media is developing and thus the quantity of budget allotment would differ from product/ service to product/ service. E.g. Telecom players such as Vodafone or Airtel or Idea who spend huge budgets would not mind spending on social media but low spenders and who prefer focused marketing would be circumspect till the actual response of social media is known.

Moksh: though social media is a bit different from internet marketing, the basics remain the same. i.e. banner ads or classified ads or search based ads will be the way on social media. Social networking websites cannot force neitizens to click on the banner ad.

Daksh: I think social media scores over other forms of media in a way that it is interactive. Thus the consumer is more likely to read and understand the product. Thus I would say that it is more focused and the target market is much more under the microscope.

Understanding social network users:

For the last few decades, sociologists and psychologists have been wondering whether computers are going to spell the demise of interpersonal communication. We are all going to retreat into our dark rooms where our computers are located, and avoid things like playing cricket with the neighbors, shopping at the mall, or heading down the haji ali road for a juice at the famous juice centre.

It seems that the people mostly impacted but the rise of social networking would be the clubs who charge a bomb for membership. But this may just be more a result of what they have (rather don’t have) to offer young people, more than just the cheap drinks.

To attract the youth, you need Wireless Internet may be a Wi-fi or Wimax. I wouldn’t go to a club if I don’t have internet connectivity.

Moksh: As a Marketing person who does business online, I need to understand the psyche of the young chap. They are not introverts who sit nonstop on the internet. For them, it is their way of mingling with friends.

Daksh: I could not agree more. This audience has grown up in a system where the computer is an answer to all the problems. Be it information on a particular thing or if you are getting bored, play online games on local network, play online pranks and enjoy everything at just the click of a button.

Moksh: I think parents are also responsible for this attitude of children. They do not want the children to play out. So they prefer them sitting at home and on the computer. Thus getting back on the marketing aspect, these people are very strong influencers for a brand. It is almost like word of mouth publicity e.g. mouthshut.com or consumercomplaints.co.in. This audience sits non stop online and have an opinion on all things. And it carries weight since it is from a similar peer group for the consumers.

Daksh: social networking is going to change the rules of the game for marketers. Rather than just putting up ads on the face of the consumers, interactive based marketing will be the way forward.

Moksh: marketers need to understand that to make consumers loyal to your product/ service, you need to make them a member of your product community (as in case of orkut) online. The consumers should have problems solving avenues online so that you can get as close to understanding him as possible. Their need to be social networking managers to handle the traffic.

Daksh: Finally, it can act like a double edged sword. Good reviews magnify the impact help but bad reviews damage too and they need to be managed effectively.

Blogs vs. Twitter:

Twitter feed is far less substantial than the blog had been. In fact it is difficult to see a single tweet of interest, whereas this person’s earlier blog posts had been, with some regularity, worth a look. If we don’t “follow” this person, we miss the possibility of some future interesting tweet. On the other hand, if we do follow, we clearly have to wade through a bunch of garbage. The signal-to-noise ratio will clearly be way worse than it had been on the now-dying blog.

Blogs are sometimes more substantial and I think reports of the death of blogs due to Twitter and Facebook are wrong. For me blogging has been a great way to collect and share thoughts on a particular issue, to collect ideas for future longer projects, and to create a public persona as an expert with something to say about the topics I know a lot about. I like to think the blog has been useful to people I wouldn’t otherwise get to communicate with. I’ve come into contact with many people, especially those on the ground addressing the issues I write about here, through this blog. Blogging has been and I hope it will continue to be great. It also takes a lot of time to get a post to what I want it to be before I post it.

Points of difference between twitter and blogs:

1) Twitter isn’t a substitute for blogging. Some people may choose to Twitter instead of blogging, but I wouldn’t assume that anyone has that kind of either/or relationship. A tweet is not meant to accomplish what a blog post is meant to accomplish. Neither is killing the other, they aren’t in competition anymore than, say writing books vs. writing a blog.

2) People like Twitterers’ minuscule details: In my case, though we’re not talking big numbers either way, more people follow me on Twitter than subscribe to this blog. One man’s garbage is another’s treasure, or entertainment. I find Twitterers who stick to posts about their one professional interest boring. Other people love them, and more power to them. I don’t since that is what blogs are for. If you come to twitter looking for ideas about a topic, you’re better off watching Twitter trends and searching keywords than following individuals; Twitter usually offers great topical coverage only in the aggregate.

3) Looking at a Twitter feed or profile isn’t the same as following someone on Twitter: If you follow from within a Twitter account, there’s a setting so you don’t have to watch that banter unless it’s between people you also follow. That changes the signal/noise ratio a lot.

6) Twitter is a great site for language play. The 140 character limit is a fun challenge for wordsmiths, and those who do it well are joys to read. As a genre, in as much as it is a genre, the language of Twitter is just way more fun than the language of blogs.
If you don’t like Twitter, don’t use it. Encourage others to keep on blogging by letting them know how much you appreciate the volunteer work they do through blogging. But don’t be disappointed because people don’t twitter how you want them to blog. That just doesn’t make sense.