Cx3: Consumer touchpoints [INFOGRAPHIC]

Loving this infographic from BLITZ that simply illustrates the daily channel touchpoint lifecycle of a sample consumer. The graphical concept easily translates across any specific audience demographic to identify high-value touchpoints when approaching targeted channel communications.

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Cx3 blog entry: Social media marketing spend [INFOGRAPHIC]

Cx3: Social media marketing spend [infographic]

'Infographic boy' - an interesting Superhero name that has unintentionally come my way. But why disappoint, so here is another one...Social media marketing spend - some 2010 numbers.

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Cx3: Cadbury's spots v stripes

Cadbury's spots v stripes is my favourite advert on TV at the moment and is part of the wider integrated campaign tying in the reach of broadcast media with incentivised online data capture, game play and viral social media.

Which side will you join? Go on, give it a glass and a half and take a side - play the Cadbury's spots v stripes game.





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Cx3: Attention grabbing purple cow

London's South Bank - Is it a cow? Is it a bull? Is it a bit of both? Whichever way it's literally purple, grabbed my attention, made me laugh, I took the photo, shared it on Twitter and posted it on my blog. Nice purple cow...moo!

Cx3: The digital renaissance of Burberry

UK luxury group Burberry announces a forecast beating 24 percent rise in first-quarter underlying revenue. Reuters TV takes a look at how the 154-year-old brand is using technology to connect with consumers.
Watch the video from Reuters TV: The digital renaissance of Burberry
Christopher Bailey, Burberry's Chief Creative Director, is credited with connecting the Burberry brand with digital technology and e-commerce.
Burberry supports the launch of its 2010 Autumn/Winter collection with an interactive 3D-campaign on their website that enables the user to view the collection from multiple angles by just moving the mouse - simple, and not a chav in sight!
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Cx3: Grow social capital and go guerrilla

‘Citizen Journalism’, ‘The Conversation’ and ‘The Buzz’. These are 2009 buzzwords that describe mainstream consumer behaviour of interacting with social media, the social media vehicles that interact with each other to carry a voice, and the amplification of the voice by social media influencers.

Powerful stuff if the voice is talking positively about your brand!

Growing social capital enables a brand to more easily and cost-effectively influence via social media networks. Creative guerrilla tactics are becoming increasingly commonplace as brands start to leverage social media and grow their social capital. ‘The buzz’ has to start somewhere, and that somewhere is creativity that attracts the attention of 'citizen journalist'.

The Sony Bravia Balls campaign is a well documented case study as the benchmark for how to successfully use social media on the back of simple guerrilla creativity. This was complimented by the consistently creative Bravia paint explosion on a Glasgow housing estate.



T-mobile’s Liverpool Street flash mob dance campaign is another example of guerrilla marketing generating a social media buzz.



Both of these examples leveraged upon today’s consumer behaviour of recording videos and taking pictures on their mobile phones and sharing these via social media. Both brands listened to the unfolding conversation and encouraged the buzz by feeding consumers with more of what they wanted to hear. As a result, the social capital of both Sony Bravia and T-mobile brands established.

Social media communications are now mainstream and fully integrated into consumer behaviour, and it is this evolved and powerful consumer behaviour that brands need to be aware of and leverage upon. So Brands, what are you waiting for? Venture into the concrete jungle and go guerrilla – your citizens are waiting for you with their mobile phones!

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Cx3: How social is your conversation?

Conversational marketing through social media is coming into its own in 2009. But are companies treating social media as a serious channel that can be integrated into their marketing mix?

The current economic climate affords accountability of marketing spend and, as a result, communication effectiveness measurement is high on the agenda. The timely rise of conversational social media marketing offers an attractive option that can be measured and evaluated quickly whilst achieving ultimate communication and business goals.

Harnessing 'the conversation' through social media for marketing purposes is understanding its fluidity, its reach and its speed. Conversational marketing initiatives must consider the wider channel mix (broadcast, mobile, online, mail etc.), what interaction social media has with these channels and the micro-social media interactions that occur over a period of time. Any conversation then needs to be monitored, assessed and responded to where necessary.

Vitrue, who analyse the online conversations of a variety of social networking, blogging, micro-blogging, photo and video sharing sites, has released a list of brands in the Vitrue 100 - Top Social Brands of 2008. Their analysis tracks the movement of a single brand over time based on online conversations and can be used to compare a brand with its competitors, either at an individual point in time, or over a period of weeks or months.

Looking at the Vitrue 100, an audience profile can be built-up based on the brands mentioned. This profile would be: youthful; media immersed; technology savvy; a communication maven – Generation Y ring any bells? There is a clear directional bent for the type of audience participating in ‘the conversation’ – marketers can learn from this. So how social is your conversation going to be in 2009?

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Cx3: Don't you just love marketing

Firefox Guinness World Record official

Firefox's attempt to break the record for the greatest number of downloads in a 24 hour time period has been successful, with 8,002,530 Firefox 3.0 downloads in 25 countries.

The ingenious Guinness World Record campaign boosted Firefox's market share to over 19% making it the second most popular browser after Internet Explorer and is expected to break 20% later this month.

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Cx3 blog entry: Firefox 3.0 World Record: Acquisition, Retention and Ongoing Loyalty in one go

Firefox 3.0 World Record: Acquisition, Retention and Ongoing Loyalty in one go

Firefox's Guinness World Record attempt for the greatest number of software downloads in 24 hours coincides with the launch of their new Firefox 3.0 browser, and is the latest tactic to gain share in an already saturated market place.

This ingenious campaign achieves worldwide awareness of their latest product and, comparing it with Microsoft's push strategy for rolling-out IE7, Firefox have adopted a pull approach that simultaneously covers off acquisition of new customers, retention of existing customers and engenders ongoing customer loyalty for the product in one fell swoop...and on a global scale.

The Guinness World Record for software downloads campaign is supported by the 'Spread Firefox' microsite and includes, of course, plenty of opportunities to download the new Firefox 3.0 browser, and a visual 'tangible' interactive world map that was highlighting the number of downloads throughout the time period. This reference point encourages a potential sustained relationship for a minimum of 24 hours, but then that's all Firefox needs - as long as the latest brower is downloaded...job done!

Although the benefits of Firefox 3.0 are highlighted, it is unlikely that these are driving people to download the browser - it's the event; the participation; the buying into human behaviour of belonging to a group of like minded people.

The beta version of IE8 is due in August. It will be interesting to see if Microsoft decides to be equally creative and intelligent with their rollout.