This twitter campaign, using Rio Ferdinand and some other UK celebrities, was one channel used to deliver the marketing message. The message was also pushed out over TV adverts and other media.
Using social media to promote products is certainly not a new idea, and using celebrity endorsements has a long history as well. In this example however it was interesting to see that the campaign didn’t use any specific twitter advertising features such as promoted tweets and trends. The campaign instead used the built in social media features to reach the celebrities existing audience.
What are your thoughts about using twitter for celebrity endorsements like this?
One cool thing about the BYU MBA program is the Morning Market Call program. It provides an opportunity for MBA students to discuss issues related to the program, interview guests from a variety of companies and get more comfortable being in front of a camera. Recently there have been a couple of programs discussing the tech treks that BYU MBA students go on to visit tech companies in Seattle and Silicon Valley.
In the first program Melanie and Ryan discuss their visit to Silicon Valley.
In the second video Panu and Jared discuss their trip to Seattle.
I went on the Tech Treks last year and found them really useful in getting to see a bit more of the internal cultures of the companies we visited. For me the most useful aspect was being able to meet face to face with the BYU alumni who I’d previously spoken with on the phone and get to know them a bit better.
In my last post I talked about some of the lessons I learned from my strategy simulation class. Luckily I was able to take the class again this semester with a couple of my class mates and had another really great experience. As part of the class we have to do a brief presentation on the results of the simulation and I thought it would be neat to share it online.
Having used, and been unimpressed by, some online presentation tools in the past I decided to try something new. Having recently learnt about SlideRocket I figured that importing my presentation into SlideRocket would be a good way to put the application through its paces.
As you can see the results are quite good. The free version was easy to sign up to and the import process handled the animations and transitions in the original PowerPoint pretty well. There were some minor fidelity issues, but nothing that couldn’t be sorted within a couple of minutes editing. All told I was able to sign up, take the interactive tour, import and tweak the presentation in under ten minutes. I was pretty impressed.
In addition to standard presentation tools SlideRocket offers some interesting looking analytical features in the professional version such as who is looking at your slides and how long people are spending on each slide. One question I couldn’t find answered in my brief excursion on the site though is how well such analytical data can be shared with other analysis tools for further investigation.
Update: According to SlideRocket you can export your analytics as CSV files:
@BenMeadowcroft you can export analytics from SlideRocket as CSV files and then do with them what you like. :)
During my MBA I have taken several classes on strategy, one of my most enjoyable was the strategic simulation course. Teams are pitted against each other in a simulated world and are judged on how well they perform in a particular industry. Two of the key things I took from the Fall 2011 class were:
Focus on the strategy not just on the financials.
Depend on operational excellence
Focus on the Strategy
One of our failings was that when our strategy was going well we were tempted to deviate from our strategy in an effort to capitalize on the strength we had built up in the market. For example at one point with our low cost base we were operating profitably in one market without competition who could undercut us without them losing money. We took advantage of this to drive out competitors. We then decided to raise prices substantially only for a new competitor entered the market and undercut us. We came back into the market with aggressive, but profitable, prices and won back our market share. Later in the game this competitor responded by lowering their prices below cost in an effort to damage us financially. If we had not seceded this market by raising our prices and instead stuck with our strategy I think it would have made the market less attractive to others and prevented some of the aggressive moves that occurred.
One of the keys of our strategy in the game was to invest in quality and operational efficiency. We tried to lead the industry on capacity and so we could leverage our fixed costs and cumulative quality investments over a larger number of products, thus lowering our variable costs per item and keeping a low cost base. Ensuring our operational decisions were always aligned with our strategy allowed us to be really efficient and operate at levels other companies couldn’t approach cost wise.
Some of my favorite adverts are those that are able tap into our emotions in order to effect a change in our behavior. The “Dear 16 year old me” social media advert by the David Cornfield Melanoma Fund is one that I really like. A skillful blend of poignancy and humor delivers a powerful message to it’s target audience with a clear call to action. I also really like that the advice is coming from the “older self”, this reference group is far more influential to the target than an authority figure.
This second advert is again targeting people’s emotions but with a very different style. The Think! campaign aims to change behavior when it comes ot speeding. I like how this advert helps viewers to picture themselves and imagine their emotional response to the situation. This advert certainly grabbed my attention and made me more aware of my driving.
Advertising that connects with us emotionally is more effective than advertising that promotes product features. We tend to make our decisions emotionally and then justify them rationally to ourselves later. Creating an emotional advert is much more difficult than creating a feature or usage based advert and can backfire if the emotions are not consistent with people’s existing perception of a brand. The adverts in this post are relatively easy to tie to our emotions because of the subject matter. My next post on this topic will cover some examples of how business advertising can successfully leverage emotions in its messaging.