Soundbite: P&G reach into long tail of poorest developing market consumers
Posted by: mariamz on: January 23, 2012
Can P&G make money in places where people earn $2 a day? “Our innovation strategy is not just diluting the top-tier product for the lower-end consumer… You have to discretely innovate for every one of those consumers on that economic curve, and if you don’t do that, you’ll fail”
Robert McDonald, P&G’s CEO via Jennifer Reingold
Disclosure: P&G is a client of mine at Porter Novelli
Positive, reactive PR, Virgin media and Peppa pig
Posted by: mariamz on: January 22, 2012
Virgin media “makes a point of responding to every customer online mention whether it is positive or not.” This approach helps Virgin achieve success where telecoms struggle in social.. developing conversations beyond complaints about connections… and consequently generating vast opportunities for positive PR.
I can vouch for this as a customer. I tweeted in frustration a few months back when I found it impossible to record a programme I was watching in delay TV. It’s hard to really explain this problem until you’re experiencing it.. but it’s incredibly irritating at the time…
Anyway @virginmedia tweeted back at me with “it’s hard to record things that are in the past.” This somewhat facetious answer made me laugh, told me they wouldn’t be solving the complaint and ended the exchange with a lulzy acceptance on my part. (And a few minutes reverie around Doc brown and the clock tower).
The example given by Brian Solis is:
In one case, a woman tweeted that her Virgin Media connection wasn’t working and her two year-old daughter was upset at having to miss her favorite TV show, Peppa Pig. Not only did Virgin send an engineer immediately, he was carrying a Peppa Pig toy for the little girl.
By joining up social media listening with other parts of their business, and employing Twitter community managers with the right mix of humour, humility and ingenuity, Virgin media are well positioned to reap dividends from positive sentiment generated by reactive social media engagement. On the flip-side, their activity highlights a vast swathe of missed opportunities for brands that are deaf or timid online.
Best friends mobile app combines personalized fun with multiple opportunities for action
Posted by: mariamz on: January 22, 2012
With the ultimate aim of reducing homeless dogs in the United States – this new ‘Best Friends’ mobile app enables users to upload pictures of themselves to be shown a doggy ‘match’ based on facial characteristics. (Similar to this earlier Doggelganger site)
The App also provides: adoptable dog search by zip code, simple giving to help homeless pets, and their grassroots pledge to start seeing invisible dogs. The dual purpose of the app is to raise awareness of the thousands of dogs waiting in shelters to be seen and adopted..
What the app does well then, is combine multiple information points, ways for people to take action around the core issue, and entirely personalised fun… as for the numbers:
[Beth Kanter] asked Best Friends Marketing Coordinator Claudia Perrone how they were measuring success. The ultimate KPI, of course, is dog adoptions. But they are looking at associated metrics such as: downloads, user comments, sharing, and Google analytics to show dog searches… then data collection (emails and mobile opt-ins), microdonations, and buzz via earned media.
#SOPA – For this reason I’m out (for the day)
Posted by: mariamz on: January 18, 2012
Today I’m going silent over social media in support of the SOPA blackout. My only activity will be adding links here on why proposed SOPA and PIPA legislation in the US is bad news for the open web. (Which should be trapped behind my WordPress blackout setting anyway – under Settings in your WordPress.com dashboard). See you on the other side.
This blog is about utilizing and optimizing the social web for business, pleasure and social change
This work is licenced under a Creative Commons Licence.
