Corporate Eye

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Susan Gunelius

Susan Gunelius

Brands Successfully Leveraging Crowdsourcing for Marketing

coca cola world cup 2014 brazilCrowdsourcing isn’t just for raising money for startups and personal projects anymore. Today, crowdsourcing is an important part of brand marketing. Not only can you crowdsource content for your brand’s blog, Facebook Page, and so on, you can also crowdsource for marketing campaigns.

Many brands are having great success using crowdsourcing as an integral part of recent marketing campaigns. Two excellent examples are discussed below—Coca-Cola and Bic.

Coca-Cola Happiness Flag

In the months leading up to the 2014 World Cup in Brazil, Coca-Cola launched a campaign to create the Coca-Cola Happiness Flag. The flag would be created as a mosaic of photos submitted by people around the world. Artists would use these images to create one giant flag. Together, the photos would look like a single, large image, but up close, all of the individual photos would be visible. Ultimately, people from over 150 countries submitted photos to the HappinessFlag.com website, and millions of photos are included in the final flag, which includes over 3600 square meters of printed material.

Coca-Cola’s strategy was to involve as many people in the campaign as possible. On the day the flag was revealed at the 2014 World Cup, everyone who submitted a photo received an email message so they could see their photo in the actual flag and as well as a digital version of the flag on the website. This way, Coca-Cola hoped to involve everyone in the final results of the project both physically and digitally, even if they couldn’t be in Brazil to see the flag in person.

The video was created earlier this year to drive excitement for the campaign.

Bic Universal Typeface

Bic launched its own crowdsourced marketing campaign this year to promote hitting a company milestone by producing 100 billion Cristal Ballpoint Pens. As the best-selling pen, Bic suggests that it could be called the “universal pen,” and if it a pen can be universal, Bic asks what a universal handwriting would look like.

To find out, the company launched a website, TheUniversalTypeface.com, and invited people to enter their handwriting using a smartphone or tablet touchscreen with Mobile Connect technology to help Bic create the Universal Typeface. Each handwriting submission was run through an algorithm that calculates average based on statistical differences and similarities. The results are then aggregated to create the Universal Typeface, “one ever-changing, always evolving font,” which will will be downloadable in August. To date, people from 76 countries have submitted writing samples to the website.

The video below was developed to promote the campaign.

As Bic and Coca-Cola demonstrate, crowdsourcing can be very effective in building content and generating buzz. Don’t be afraid to get creative in leveraging crowdsourcing for your brand marketing.

Image: Mike Mozart licensed CC BY 2.0

3 Things Corporate Boards Must Understand about Digital Marketing and Branding

boardroomOne of the biggest challenges that marketers face today is securing adequate budgets to drive real results in the digital space. However, there is more to this problem than budgets. The problems actually start at the top with corporate boards who don’t understand digital marketing in 2014. As a result, companies are making the wrong investments and marketing departments continue to struggle.

For marketing results to improve in the future, corporate boards must understand the following three things about digital marketing and branding.

1. Training is Critical

Digital marketing changes rapidly. What worked a few years ago doesn’t work as well today (or at all). However, marketers aren’t given the training that they need to stay on top of this fast-paced discipline. An investment in ongoing digital marketing training for all marketers is essential and will give the company a significant competitive advantage.

Rather than simply increasing the training budget, it may be possible to shift training spending. For example, corporate boards should review current training programs to determine if some are outdated. This is a very real possibility in the marketing department. Training programs developed five years ago are almost certainly outdated and very likely to be irrelevant today.

Think of it this way—what worked in Facebook marketing last month has already changed (which is true since Facebook changed the layout of business Pages this month). The number one thing that board members need to understand is the critical importance of investing in the company’s human capital in order to improve digital marketing results and maximize returns on digital marketing investments.

2. There is More to Digital Strategy than Protecting Brand Reputation

Most board members still view digital as a source of worry first and a source of opportunity second (or third or fourth or even lower). They’re biggest concern is how the digital environment can put the brand at risk. As a result, the opportunity that digital presents can never be fully realized. Until board members accept the fact that you can’t stop consumers’ shift to digital for shopping, communicating, sharing, and just about every other part of life, those missed opportunities will continue.

3. Digital Provides a New Way to Improve Customer Experiences

Digital isn’t just about marketing, and boards need to understand that the value of digital extends beyond direct marketing. The opportunities to leverage digital to improve customer experiences and the overall user experience with the brand are numerous and should be prioritized.

Not only can the marketing department develop better brand experiences through promotions and content, but all functional areas of the business can leverage digital for improved customer experiences. For example, online, real-time customer service offered directly on the brand’s website as well as through social media can yield significant increases in customer satisfaction and positive word-of-mouth marketing.

Does your corporate board of directors fully understand digital marketing and branding yet? Have they taken the right steps to exploit the digital opportunity by understanding these three critical things? Leave a comment and share your experiences.

Image: Jennifer Lee licensed CC BY 2.0

Internet Advertising Will Overtake TV by 2018

television advertising remote controlWithin four years, internet advertising will surpass television advertising to become the largest advertising segment globally. That news comes from PWC’s Global Entertainment and Media Outlook 2014-2018.

By 2018, internet advertising revenue is expected to hit $194.5 billion. Paid search advertising will hold the majority of the internet advertising market share, but the most growth will happen in online video advertising. Furthermore, online television advertising revenue from traditional broadcasters will nearly triple from $2.7 billion last year to $9.7 billion in 2018. In fact, online television advertising’s share of total television advertising revenue will double in the next five years.

Another segment that will lose its dominance in global advertising revenue is classifieds. In 2014, mobile advertising will surpass classified advertising.

The U.K. Outlook

The PWC report provides global results as well as results for specific regions of the world, including the United Kingdom. Already, the U.K. is the largest internet advertising market in Europe and the third largest in the world (behind the United States and China). By 2018, internet advertising will be the dominant advertising segment in the U.K.. Online video advertising will be the fastest growing type of advertising, followed by mobile advertising. In fact, it is predicted that mobile advertising will surpass online display advertising in 2014.

According to the analysis, U.K. consumers will drive online advertising through their changing behaviors, habits, and preferences. By 2018, it is expected that 50% of the U.K. population will own a tablet and 73% will own a smartphone. Also in 2018, 88.9% of the U.K. population will subscribe to the mobile internet, and 15.5 billion apps will be downloaded.

The shift to digital expands beyond traditional internet and mobile advertising. PWC predicts that ebooks will outsell print books by 2018 with a 21.3% growth rate. Furthermore, digital out-of-home advertising will surpass physical out-of-home advertising this year!

You can follow the link at the beginning of this article to read more from the 15th annual report from PWC. This year, the report provides forecasts for 13 media and entertainment segments in 54 different countries around the world. You’ll see a great deal of consistency from one country or region to another in terms of revenues shifting from television, radio, and magazine advertising to online and mobile.

What do you think of PWC’s predictions? Share your thoughts on the future of advertising in the comments below.

Image: espensorvik licensed CC BY 2.0

 

Coca-Cola Life Coming to U.K.

coca-cola-life-ukCoca-Cola Life will be released in the U.K. in September of this year. This is the first new product release for Coca-Cola in the U.K. in eight years. The last big release was Coke Zero, which debuted in 2006 and was targeted to men seeking a no-calorie alternative to regular Coca-Cola.

Coca-Cola Life will come in a green can, unlike other Coca-Cola and Coke branded products that have featured the Coca-Cola red in some way on all packaging. However, the iconic Coca-Cola logo will be prominently displayed on the Coca-Cola Life label.

Coca-Cola Life is a “middle of the road” option for people who want to reduce their calorie consumption. At 89 calories per 330 ml can, Coca-Cola Life is significantly fewer calories than regular Coca-Cola.

Rebecca Smithers of The Guardian reports that the company is marketing Coca-Cola life not only as a lower calorie alternative to its flagship product but also as a “natural” alternative because Coca-Cola Life is sweetened with a combination of sugar and stevia rather than artificial sweeteners. Stevia sweetener comes from a South American leaf, and it was approved for use in foods in Europe in 2011. It’s already used in a variety of products in the U.K., including Coca-Cola’s Sprite.

Coca-Cola is also promoting Coca-Cola Life as its first new product in support of the U.K. Government’s Responsibility Deal to which the company committed to reducing the average calorie count per liter in its beverage products by 5% by the end of this year. However, health advocacy groups argue that Coca-Cola Life still contains too much sugar (more than four teaspoons of sugar are in one 330ml can of Coca-Cola Life, equal to one-quarter of a child’s recommended daily amount).

Interestingly, the Coca-Cola company reports that more than 40% of the Coca-Cola products that it sells in the U.K. are no-calorie products. In total, the company sells 100 products in the U.K. (21 brands).

We’ll have to wait and see how consumers react to Coca-Cola Life. What do you think? Good brand extension or not?

Will you buy Coca-Cola Life?

Developing a Culture of Coaching on Your Brand Marketing Team

learn signAttend a corporate leadership course, and you’ll learn that a company culture that advocates coaching, mentoring, and continuous learning leads to higher productivity, morale, and business results. However, even when the company culture effectively integrates a culture of coaching into its human resources department and training programs, the results often don’t trickle down all the way through the organization.

The bottleneck often occurs at the departmental level, but you can make sure that doesn’t happen in your brand marketing team. Take the initiative to cultivate a coaching culture in your brand marketing team, and you can turn your department into a high performing team.

A new report from the Institute for Corporate Productivity, Creating a Coaching Culture, found that only 23% of respondents to the study’s research survey stated that their company develops a coaching culture to a high or very high extent. The report recommends four things that you need to implement to turn your team into one that fosters a coaching culture for improved results:

  • Coaching should be everyone’s job responsibility.
  • Managers should be held accountable for actively providing coaching to their team members and subordinates.
  • An executive must lead by example and promote the coaching culture.
  • Coaching should be used to transfer knowledge in a positive manner.

When you promote a coaching culture in your brand marketing department, employees won’t just be more motivated—they’ll also be more supportive of the brand they’re marketing on a daily basis. Remember, your employees are your most powerful brand advocates, so creating a company culture that represents the brand promise internally is extremely important. Coaching is one more way to connect employees to the brand in a way that will give your company a sustainable competitive advantage.

A brand marketing team that leverages continuous learning and coaching can evolve into a high performing team and can achieve great success. It’s also a more positive working environment for everyone. As a result, you’ll be able to attract and retain the best talent to your brand marketing team.

Does your brand marketing team foster a coaching culture? Leave a comment and share your thoughts.

Image: Philosophygeek license CC BY-SA 2.0

Consumers Call for Transparency in Use of Private Information

private signNearly nine out of 10 consumers (87%) don’t believe that companies are adequately protecting their private information. That statistic comes from a new survey of consumers between the ages of 20 and 40 in the United States and the United Kingdom that was conducted earlier this year by Accenture.

A Lack of Transparency Concerns Consumers

Overall, 70% of the 2,000+ survey respondents don’t believe that businesses are being completely honest and transparent in disclosing how they use the personal information that they collect about their customers and visitors to their web properties. Furthermore, 39% believe that their personal information is being sold despite what businesses report to the contrary.

Survey respondents were asked how they want companies to be transparent with consumers in regards to how they use personal information. The majority want companies to send the information via email. The overall response breakdown follows:

  • Companies should send an with email details and updates on how personal information is used = 53%
  • Companies should always offer a way to opt-out of new data usage plans = 49%
  • When updates are made to data usage, companies should get approval from consumers before using their personal information again = 40%
  • Companies should publish all consumer data usage details on their websites = 29%
  • Companies should send text messages with details and updates on how personal information is used = 9%
  • Companies should call via phone with details and updates on how personal information is used = 7%

Leveraging Data Usage Transparency as an Opportunity

Based on the Accenture study findings, the majority of consumers are willing to accept that companies will track their online behavior and store their personal information in order to present them with more relevant offers. However, their perceptions of how that data is used represents an opportunity for brands to leverage transparency to demonstrate a commitment to corporate social responsibility (as well as for marketing purposes).

Companies that raise the bar in terms of disclosing how they use personal information can improve their brand reputations in consumers’ minds. At this point, consumers need to be educated in layman’s terms. Presenting a lengthy page of disclosures and disclaimers isn’t the type of transparency that consumers want. Go ahead and publish the necessary legal language, but go a step further by making it very easy for consumers to quickly and easily learn how you collect information and what it is used for. It’s a critical step in differentiating your brand from competitors and building brand trust that leads to brand loyalty and brand advocacy.

Image: Neil Gould