tag:aresonance.posthaven.com,2013:/posts Resonance 2015-01-05T09:11:19Z Joakim Vars Nilsen tag:aresonance.posthaven.com,2013:Post/791230 2015-01-05T09:10:59Z 2015-01-05T09:11:19Z Reach vs Reach Efficiency

From: http://www.nielsen.com/us/en/insights/news/2014/the-value-of-efficient-reach-maximizing-campaign-audiences.html

The main factor in terms of a campaign’s reach efficiency is sites’ ability to serve and optimize ads effectively.

Reach have always been a critical goal for advertisers. Reach is how many unique persons are exposed to an ad. 

According to an analysis of Nielsen Online Campaign Ratings data in 2014, 59 percent of ad impressions served across all consumer segments reach their intended audience—down from 69 percent in 2013. Which correlates with a shift toward narrower, more focused campaign audiences from broader demographic segments, according to Nielsen. But this on-target delivery decrease is only part of the story. Let´s look at Nielsens evaluation of reach efficiency:

Reach efficiency refers to how efficiently a campaign and its individual media partners reach unique audiences within a specific demographic group given a set level of gross rating points (GRPs)

Despite having similar parameters and goals, campaigns can perform differently based on the sites they’re served on. The main factor in terms of a campaign’s reach efficiency is these sites’ ability to serve and optimize ads effectively. Keeping this idea in mind is critical for advertisers to understand whether Reach goals are met and which sites are contributing the most to this goal.

When it comes to creating a media plan, bigger does not necessarily mean better—especially when deciding which publishers will deliver Reach most efficiently. While the size of a publisher’s audience is an important factor, publishers need to be able to control their ability to reach a broad enough set of people during the life of the campaign using marketing tactics and frequency capping.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/724255 2014-08-07T08:31:25Z 2014-08-07T08:31:25Z The 5 most popular figures among US teens are all YouTube stars.

That´s right. Not Seth Rogen or Katy Perry. 

YouTube stars are more popular than mainstream celebrities among 13-18 US teens. 

These have close to zero exposure in the mainstream media. 

"Drilling deeper into the survey, Sehdev found that YouTube stars scored significantly higher than traditional celebrities across a range of characteristics considered to have the highest correlation to influencing purchases among teens. YouTubers were judged to be more engaging, extraordinary and relatable than mainstream stars, who were rated as being smarter and more reliable. In terms of sex appeal, the two types of celebs finished just about even.

Looking at survey comments and feedback, teens enjoy an intimate and authentic experience with YouTube celebrities, who aren’t subject to image strategies carefully orchestrated by PR pros. Teens also say they appreciate YouTube stars’ more candid sense of humor, lack of filter and risk-taking spirit, behaviors often curbed by Hollywood handlers."

The full story

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/687177 2014-05-06T13:09:28Z 2014-05-06T13:09:28Z You have to follow the consumer

"You have to follow the consumer, who has all the power," said P&G Global Brand Building Officer Marc Pritchard. "We're trying to make sure our content is really tailored toward the brand promise and the people find it interesting as opposed to creating the entertainment content we did in the past," he said.

Read more 

True - but you also need to lead. And that´s where most brands fail

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/665021 2014-03-18T15:50:49Z 2014-03-21T12:37:21Z The emperor that is native advertising might not be naked, but he’s almost certainly only wearing a thong.

Please read this article by CEO Tony Haile of Chartbeat, where this title is stolen from. It talks about the myths of the effect of focusing on clicks on the web: People don´t read what they click on. His out to sell but anyway here´s my comments:

Advertising on sites with content people visit but no one is reading is a waste of time and money. 

It´s all about quality, not "click tactics". The key for effect is having content that people spend time on consuming. Why? Let´s look at some of the results from the research.

1. The quality of the content on the site you´re having a banner is what it´s all about. Someone who is looking at the page for 20 seconds are 20-30% more likely to recall that ad afterwards. Throw in the fact that a user who spends more than 3 minutes is twice as likely to return vs 1 minute spent on the site – quality is key for a media site. 

2. Native Advertising, which I honestly do not think is that much different from Content marketing, is what media companies are turning to, to increase both quality of user experience and effect of brand advertising. But the research done by Tony implies that the quality and/or relevance of the advertisers content is not good enough. Exactly as with TV ads. If you don´t connect with the quality of the story, the effect will plummet.  

3. Social sharing is not the key metric for how engaging a piece of content is or in other words how much time people spend on the content. But the title, topic or domain itself might be looked upon as of social value – a social currency – that tells something important about, in the eyes of, the person sharing it. But the value of advertising on this particular content page is not as effective as on a page that people spend more time on – but share less. Would be interesting to find some research about effect vs investment based on these two page scenarios. 

"We looked at 10,000 socially-shared articles and found that there is no relationship whatsoever between the amount a piece of content is shared and the amount of attention an average reader will give that content."

It´s all about the quality of the storytelling to gain brand growth, assuming that the product/service itself delivers on its promise. And quality of the content on the sites where these brand stories are paid for penetration purposes. Its´about time media companies and advertisers on the web fully embraces this fact because this is the fundamental understanding required for increasing the quality of user experiences on the web that will make the world better not only for media companies and advertisers in the form of growth – but all of us.  

Storytelling is key. 

What makes a brand grow.

Facebook vs Advertising

Tell your agency the following


Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/664620 2014-03-17T11:30:13Z 2014-03-17T11:30:14Z "We need to redefine marketing." CMO, General Mills:

"What are some digital opportunities for packaged food brands?"

"The first one is to really redefine marketing. What I think digital allows you to do is to go back to the original definition of marketing, which really wasn't just advertising. It was really about finding markets, defining them, developing a brand that could deliver something differential and superior for them."

Read the full interview here. 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/659102 2014-02-28T14:15:04Z 2014-02-28T20:43:36Z What makes a brand grow.

There´s a lot of discussions and concerns being raised in the era of big data in regards to worries about increased short term activation.

It´s crucial for growth to balance short term activation and long term branding activities. What we also see is that there´s a need to better align short vs long when it comes to increasing both conversion and penetration. This is not only a strategy choice when it comes to balancing these but also a need to balance the choice of channels for the marketing activities. 

Short term shows best effect towards local customer base  - and this means it ignores penetration. Which is crucial for growth. Penetration results in bigger payback. It´s more important to increase penetration than to improve the efficiency of the marketing activities. Short term becomes much more efficient if the brand has strong long term branding activities. Due to priming. Thats what really increases efficiency. Emotional priming is key for growth!

When it comes to communication goals - mental availability is key to measure. Fame = becoming part of culture. (Social amplifications, herd effects etc) The bigger growth in this KPI - the bigger the return of the investment in the marketing activities. 

Long term branding done well increases most constructive performance metrics in the long run 6 months - 3 years. While Short therm activation marketing activities is focused on behavioral conversions and performs better in the... short term than long term branding activities when measured. But they MUST co-exisit in the right balance when it comes to investment in marketing for the brand to grow - from day one. 

Read more about it from P. Field and L. Binets excellent researched: http://www.ipa.co.uk/Framework/ContentDisplay.aspx?id=9225

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/655628 2014-02-18T11:22:22Z 2014-02-18T11:22:22Z Earned, Owned and Paid Media

"While health care marketers may have once relied upon placing a print ad in a magazine, playing a video about their practice on the television in their waiting room or having their savvy PR rep pitch a story about a new medical technology, landing them a sweet spot on page four of the local newspaper, those strategies by themselves were good until the digital revolution took full effect.

These days, earned media is a blog post from a New York Timesjournalist about a surprising medical breakthrough, and owned media is a Pinterest board using a series of photo essays to explain cosmetic medical procedures offered. Paid media is a sponsored tweet introducing a new treatment for arthritis.

Some organizations, including the Rochester Minn.-based Mayo Clinic, have truly embraced the new social versions of earned, owned and paid media. The Mayo Clinic even developed its own health care-focused social media center, the Mayo Clinic Center for Social Media (MCCSM). It also has the most popular medical provider channel on YouTube, more than 485,000 “likes” on Facebook, more than 677,000 followers on Twitter, a news blog, a podcast blog and Sharing Mayo Clinic, a blog that enables patients and employees to tell their Mayo Clinic stories. In addition to tools for its employees and patients, Mayo Clinic also offers a Social Media Residency training program for health care marketers wanting to get a better handle on social media strategy and its applications in health care. Topics range from Twitter chats to how to start and manage a blog.
“With 1.1 billion people on Facebook regularly, with hundreds of millions on Twitter, there are all sorts of conversations about health care, about health care organizations and just about health-related topics that are happening already and it is incumbent upon people who represent health care organizations and work in health care to be part of those online conversations,” says Lee Aase, director of the MCCSM.  “There is huge opportunity for good to come out of that.”
But with privacy concerns such a hot-button issue, why should health care marketers migrate over to these digital channels now? The quick answer is because consumers and potential new patients are already in that space."

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/637238 2014-01-03T11:18:40Z 2014-01-03T11:18:40Z Effective?: "Virgin Active has launched a multimillion ad campaign."

Virgin Active has launched a multimillion ad campaign to drive membership sign-ups as it drives its plans to become the "most loved" health club in the UK.

Brian Waring, chief marketing officer of Virgin Active UK said: "We have a bold ambition and that’s to become the most-loved health club in the UK."

I don´t think this multimillion ad campaign will be as effective as it could be. Why?

1. Wrong focus. 

It should be: "We will become the health brand in the UK who loves our customers most."

2. Execution. 

The commercial neither awakes arousal or aspire people to be more active - the latter part which should be their marketing 101 guide to everything they do. Not in general and not at Virgin Active Health Club. It does not place the brand in the hearts of people. And by not getting the brand in early, make it visual frequently shown in the video and spoken at least once it will not influence future propensity to buy the brand. 

But perhaps the social media part of the campaign will do the investment justice... 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/630921 2013-12-16T14:07:47Z 2013-12-16T14:07:47Z The ultimate KPI for Marketing.

Before the answer is revealed let´s have a quick look at the insights from Gurdeep Puri - The Effectiveness Partnership,  and some thoughts based on other research and basis of the LIVE 365 Framework. 

According to Mr Puri "85% of CEOs say that 'getting closer to consumers' is their top priority but only 10% of board level discussions are about Marketing. There is in other words a lack of alignment between Corporate Strategy and Marketing:
  7% of companies always set KPIs clearly for each initiative. 
10% of businesses have core strategic metrics that remain consistent to enable longer term reporting. 
39% of companies believe they are fairly or very effective at measuring ROI. "

These are pretty disturbing naked truths, consider also the findings of Les Binets and Peter Fields in "The Long and the Short of It"  ref short term focus. Marketing needs to step it up and Mr Puri advises on how:

"Think commercial, speak commercial and demonstrate commercial. For marketing to succeed it needs to demonstrate Effectiveness to the CFO. Here´s how to align Corporate Strategy and Marketing:
Define how Marketing will help deliver on revenue and profit goals. 
Then create actions to achieve this.  
Measure effect on attitudes and behaviors, influence across customer journey and impact on financial goals.  
Value of investment in Marketing: Finally analyze, calculate Payback and ROMI. "

How to calculate the value of Marketing actions:
"Payback is the ultimate KPI for marketing. The ultimate measure of Effectiveness. 
Payback is the Net Profit generated due to a marketing action. 
To find Payback  you need to 
1. Estimate value sales through  Econometrics, Area testing or Extrapolation to find the Incremental Sales(IS) due to marketing action 
> IS= Actual sales – Base sales(sales if the marketing action had not happened)
2. Calculate the Incremental Profit(IPC) due  to marketing action 
> IPC= Incremental revenue – Incremental costs
> Incremental Revenue = Estimated value sales – intermediary cash margin (Retailer mark up)
> Incremental costs = Variable cost pr unit (aka cost of production * Incremental units
3. Payback (Net Profit) = Incremental Profit Contribution – Cost of Marketing action. (Do not incl agency fee, only production and media costs.)

1. We found that 3.000.000 extra units sold due to our marketing action (campaign, communication etc)
Average retail price is $2 > Incremental sales value is $6.000.000
2. Retailer margin is 10% (10% of $6.000.000 is $600.000) = Incremental sales revenue is $5.400.000
A variable cost of $0.65 pr unit produced. 3.000.000 * 0.65 = Incremental cost is $1.950.000
$5.400.000 - $1.950.000 = Incremental Profit contribution from sales is $3.450.000 
3. The cost of the marketing action is $1.200.000
$3.450.000 - $1.200.000 = Payback (Net profit) is $2.250.000  (ROMI 2.250.000/1.200.000= 1.88)

ROMI is the ratio of Net Profit generated divided by Cost of Marketing action. But it´s just a measure of efficiency of media allocation and not Marketing Effectiveness. ROMI is  NOT a indicator of marketing success."

Much of Gurdeep Puri´s conclusions are entirely consistent with the viewpoint put forward by @ LIVE 365 when setting up our developed 365 Marketing Dashboard for brands - which is a strategic and operational scorecard on business, communication and tactical level that enables brands to measure 365 days a year how well they perform and provides evidence-based recommendations on how to improve performance.  

We also could not agree more about the importance of Marketing to be seen upon as an commercial investment and not a cost on the balance sheet.  To achieve this we need to avoid marketing myths, causality studies/findings in our marketing efforts and start documenting the results properly. 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/628317 2013-12-09T13:39:40Z 2013-12-09T21:37:40Z Ground-breaking research on Social Media

Recently a book, that I highly recommend to marketers, was published: Viral Marketing – The Science of Sharing by Dr Karen Nielson-Field who used research from more than 2 years of work, 5 different data sets, 1000 videos, 9 individual studies and a large team of researchers from Ehrenberg – Bass Institute for Marketing Science. 

Here are some findings/summary and a question to the author at the end. 

A study found a 14% increase in the number of people who enjoyed a video following a recommendation vs those who had discovered it by browsing. 
- The study also found that when a viewer enjoys a video, they are 97% more likely to purchase the product featured in it. 

Generating arousal is key to achieve sharing success. 
- Videos that evoke feelings of exhilaration tends to be more shared than any other high arousal positive emotion. 
- Most videos are falling short on this.
- Videos, on average, that elicit high-arousal emotions gain twice as much sharing  as those that elicit low-arousal emotions; yet more than 70% of all commercial videos evoke low-arousal emotions. 

Focus less on creative appeal and more on emotional appeal.
- Knowing what emotional responses to go for improves your potential return, but not your risk. The right sort of emotional response should be best considered a necessary, but not sufficient, condition for a video to be a viral superstar. 

 • No single creative device i.e babies, kittens, dogs, celebrity etc, is more or less likely to elicit a high-arousal emotional response than a low-arousal response, or vice versa, from its audience. 
- Creative devices like babies, kittens, dogs, celebrity etc do not appear to work any better than other creative devices at gaining higher rates of sharing. Babies do outperform many other creative devices, but only when the video evokes high-arousal emotions. (and many don´t…)
- But of all possible creative devices, videos that display personal triumph appear most likely to deliver sharing success. Followed by science/nature/weather. 
- So no need to focus on having a  baby, dog or celebrity in they video. Instead invest in pre-testing to ensure the material makes the viewer laugh, gasp or get goose pimples. 

Contrary to popular belief the brand is not the enemy. 
- No relationship is evident between how much sharing a video achieves and the level of branding executed. 
- High-arousal positive videos display more branding than the other groups, yet still share the most. 
- The level of branding present has no effect on the degree to which a video will arouse viewers. 
- You will throw money out the window if you do not:
1. Get the brand in early. 90% watch only the first 10 seconds. 
2. Make sure the brand is visually frequently shown in the video. 
3. Make sure the brand is verbally spoken at least once. 
Otherwise the video will not influence future propensity to buy the brand. 

More than 90% of viewers don´t share. 
- The large majority of videos have a reproduction rate that is lower than 1 (where 1 means that every person who views it shares it with another person; that is, 1:1). Viral growth is a function of both time and this rate of reproduction. The closer the reproduction rate is to 1, the slower the rate of decay. 
- When a video starts with a larger pool of seeds, the gains in absolute earned reach will outweigh the associated costs. 
- Even for a video that shares really well, there are far more earned views when the brand starts with a large seeded audience. 
- Views that result from personal recommendations, i.e a Facebook post by a friend, have a much higher share rate than views that do not i.e discovering a video while browsing. 
- The effect of popularity on engagement(incl sharing) peaks in the first three to seven days of a video´s life. 
- Less contagious videos can be winners, too (if they are well seeded or supported), is´s all in the interpretation of success…
- Videos that are shared more than we would expect given the size of their audience evoke high-arousal emotions and exhibit creative that involves personal triumph. 
- Video content needs to be widely viewed in order to simply gain an average amount of sharing. (A virtuoso playing a violin in her bathroom may be fabulous but cannot be widely appreciated.)

It is important to get seen, it´s equally important to be remembered.
- Advertising works by refreshing and building memory structures that are linked to the brand. 
- Memory cues make it easy, as most customers are light buyers, for the brand to be thought of and noticed at the critical time of purchase. 
- Advertising needs two critical elements to be remembered: being well branded and getting noticed. 
- Videos that evoke high-arousal emotions are most remembered. They are remembered around three times more than videos of low arousing content. 
- Arousal is about getting some additional reach, but it is also about being remembered. Views alone can´t do this. Regardless of how many views an advertisement achieves, if it is poorly remembered it is ineffective. Even if your creative can be recalled and it has a high level of views, the advertisement is still ineffective if the brand is misattributed to your competitor. The brand must be prominent and easy to identify. 
- BrainJuicer´s FaceTrace™, a facial detection measure spanning seven core emotions, study suggest that their "Emotion-Into-Action" score was a superior predictor of IPA Effectiveness Award winners compared with other common pre-testing metrics.
- Single-source data is the gold standard for measuring advertising effects. 

Reach is important, but it needs to be quality reach to achieve maintenance and growth. 
- Video sharing is not driven by brand love. 
- While the Pareto Law is widely applied "rule of thumb", it is misleading. It is actually the light buyers who are the most valuable for brand growth. 
-  NBD (Negative binomial distribution) tells us that as a brand grow it achieves higher market penetration and higher average purchase rates., but the shape of the distribution ALWAYS stays same. The bulk of change is seen among the brand´s very many light buyers and non-buyers. Light buyers contribute to the bulk of brand growth. 
- Gaining many more buyers is key to brand growth, even though most of them buy infrequently. To do this, advertising must reach large numbers of light buyers = quality reach. 
- Facebook fan pages consists of mostly heavy and moderate buyers and are inefficient at providing vast reach to customers that are most fundamental for brand growth. 
- Brands should be wary of over-investing in the relatively small numbers of already heavy buyers who typically congregate around online brand communities. 

Question: Would it not be effective to use fans/heavy buyers as door openers for content like social videos? Considering the Unruly study showing that views that result from personal recommendations, i.e a Facebook post by a friend, have a much higher share rate than views that do not i.e discovering a video while browsing/banner/editorial etc. A heavy buyer have light buyers as friends plus at the same time these friends would be more likely to share the video on to their networks again. 

PS. Let me be the first in line to express how grateful I am of the research done and published by Ehrenberg-Bass Institute in Australia. The work is important for marketers working with the aim of placing brands in the hearts and minds of people.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/618580 2013-11-12T08:49:22Z 2013-11-12T08:49:22Z Teenagers move fast due to their needs and creativity.

Teenagers wants fun. They want storytelling. It´s not happening on Facebook. And they are in an age where they absolutely are not craving that the whole wolrd knows what they do, who they are, and with whom they are playing with. 

They are moving to messaging services, which are becoming social networks on their own. 

Read more here:



Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/614067 2013-10-29T11:30:53Z 2013-10-29T11:30:53Z Facebook vs Advertising

99% of brands have an anti-social offering on Facebook - a social platform. 

Promoted posts: Users are looking for user based content and interactions - not a brand post = negative views of the brand. And the image ad units - not much room for storytelling. 

What can be done to improve? Understand that storytelling is not about capturing likes but to influence and create advocates who use your story to tell something important about themselves. That´s how you become part of the stories between people. 

The problem is that 99% of brands are not doing storytelling. They are talking about their attributes. Not very social...

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/609486 2013-10-16T10:55:05Z 2013-10-29T11:18:49Z 70% of brand buzz is not controlled by brand

According to Kris Hoet a MCKINSEY Study show that 

80% of what was told about a brand was controlled by that brand

70% of what is said about a brand is not controlled by that brand

This should come as no surprise to anyone in 2013. That´s why it is so crucial for growth that a brand focus more on becoming part of the stories between people rather than telling their story alone. Brands need to allocate their budget where today 99% is used for building a story and buy media planning - then launch. Instead spend 50% on this - then 50% on ongoing iteration and development of the story together with people in the market. 24/7. 365 days a year.  

How? Tell the agency the following:

Use 50% of the budget to:
#1  Please understand our ideal. Our why? to why we´re in the market. Or help us define this. In one sentence.
#2  Start observing the market. What people are interested in and what they do. To identify how we best can help, enhance culture. 
#3  Create story - that is aligned with our ideal. And then help us plan how to best kickstart it (TV, Banner, Social etc), distribute it (App, site, social etc) and then
Use 50% of the budget rest of the 3. 6 or 12 months to make sure the story is growing and developing together with people in the market:
#4  Set up an strategist/analyst who observe daily, creates daily or weekly reports of how our story perform and identifies new opportunities. 
#5  Use professional storytellers, creatives, who based on the reports responds to feedback on the story(-ies) and who daily, weekly creates and distributes new elements to the story in both social (to get earned buzz), paid(distribute + helping people after rationalize value of their participation) and owned(distribute + conversion) media. We believe this will fuel culture and make us become part of the stories between people so that our market shares grow. 

You will get a monthly budget for #4 and #5 but
#6  Please let us know big ideas on a regular basis that require more funding and we can discuss. Meaning we repeat #3 - #6.  365 days a year. 

Thank you,
Brand x

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/606821 2013-10-07T13:31:57Z 2013-10-08T17:31:06Z You don´t plan real-time marketing initiatives.

It´s like saying you´re going to make a viral video. Forget about tactics. It´s more important to first of all do the right things rather than doing the things right.  

To achieve marketshare growth it´s important to place the brand in the hearts and minds of as many people as possible.  Here´s a few cents on how to do it: 

1. Know who you as brand are and what you stand for. This answer  - one sentence -  should act as your Marketing 101 for everything you do. I.e Pedigree who´s not in this world to feed dogs. But to aspire to loving dogs. That´s their 101 that guides all their marketing initiative decisions. 

2. Observe culture/the brands target group 365 days a year - their interests,what people do - and identify how the brand can lead and add value. I.e Red Bull with everything they do (Helping people to be passionate about their interest for high energy lifestyle activities through content/events etc), Home Depot with their different marketing initiatives(Helping people to create homes), Intel IQ (Helping nerds to show of and facilitating a forum for exchanging ideas, NIKE Fuelband (Helping people succeed in sports - or as a minimum helping people pretending they take care of their health and are suitable mating prospect,  a signal shown by wearing the band on their wrists) 

3. Set goals and main objectives. Collecting data to get more data is useless. Set goals. THEN start collecting the data you need to understand more. 365 days a year. 

4. Create magic. Discovering potential for enhancing the storytelling of the brand that can increase marketshare by observing/analyzing data without acting upon it is useless. Create one or more stories which are always aligned with what the brand stands for. The marketing 101 used as guideline for decisions 365 days a year. 

5. Publish and start develop these stories where people are. Transmedia planning. (The model of a media neutral planning with one idea being executed differently throughout various channels is dead…) Focus on something people can bring to their networks or enhance the possibility of them contributing to it, by creating something of shared interest. Use whatever works best for your story:  Ads on TV, Apps, Sponsoring, Social ads, Mobile, Sites, Social moderation and activation, Events, Print etc.  

You co-create a story with the market. 365 days a year. I.e Mondelez who gathers data(mPulse lab), creates and publish(done by professional storytellers/creatives) stuff 365 days a year (Planning it for all their 65 brands - 10-20 is up and running already. I.e Oreo)  Here´s where most brands fail however. And the reason for it is, beyond that they focus mostly on tactics, is that they do not have professionals who proactive develops and enhance the brands crafted initial storytelling.  Many are good at customer service but the same people seems to be behind really bad attempts at storytelling that worst case can ruin a brand. Especially when it comes to content and real-time marketing. Brands can create their own TV commercial, but understand the importance of letting professional creative storytellers develop and produce it. This understanding is not present when it comes to storytelling in social media. 

It´s important to plan and activate people so that they continue to influence their networks both on- and offline. So that we can operate more meaningful than our competitors in the marketplace.  Which implies that the quality of the STORYTELLING is the most important factor for success. To become part of the stories between people. To resonate emotionally and rationally. The right story. Only then you can start with tactics. Do things right. Also when responding to something unexpected on paid, owned or social media - in real-time. 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/604690 2013-09-27T08:09:27Z 2013-10-08T17:30:40Z Want to make something that spreads? Rage!

People act like a herd. Similar people attract each other online. And they behave much the same way there. So the key in marketing is what kind of social currency your are creating. And its not the ego centric individual  that´s the aim - it´s group dynamics. Focus on communities of people. Interests. And be the space in between them by adding something of value. Something they will experience as a social value. 

"We find the correlation of anger among users is significantly higher than that of joy, which indicates that angry emotion could spread more quickly and broadly in the network. "

Anger spreads faster than joy: Read more here: http://arxiv.org/abs/1309.2402

For most brands - create joy...

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/602966 2013-09-20T10:29:40Z 2013-10-08T17:30:19Z "We can´t ship junk..." - Steve Jobs

Steve Jobs, interviewed on stage alongside Tim Cook (current CEO). He was asked if Apple’s goal was to win back dominant share of the PC market

“I’ll tell you what our goal is…to make the best personal computers in the world and products we are proud to sell and would recommend to our family and friends. And we want to do that [raises voice] at the lowest prices we can, but I have to tell you there is some stuff out there in our industry that we wouldn’t be proud to ship, that we wouldn’t be proud to recommend to our family and friends…and we just can’t do it, we can’t ship junk”.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/597574 2013-08-28T07:54:29Z 2013-10-08T17:29:05Z Marketing 101: This is what you want!

Sir John Hagerty: "We do not create and broadcast commercials anymore for our clients - we create and broadcast events on TV to start up conversations. If you are a marketeer - this is what you want! This is what results in sales."

Brands, especially big brands, need to broadcast to kickstart, maintain and fuel the possibility for being perceived as more relevant than your competitors. To keep and create the mental availability of the product/service on peoples mind = brand growth. 

Forget about awareness. Forget about TV, Digital or mobile. Forget about creating a TV commercial. 

Focus on the ideal of the brand, create and execute awesome ideas that builds the story of the brand and it´s customers.  Focus on interest. Focus on telling the story/ies 24/7/365 using whatever tool or media that works to tell it to, together with and for people so that the brand becomes part of the stories between people. 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/591178 2013-07-29T13:25:02Z 2013-10-08T17:27:47Z Give and you will receive.

It´s not about a "consumer" and the deep psychology of his/hers innermost thoughts. To achieve success with marketing, to gain "fame" and change behavior, you need to focus on people and how the are connected and connect with others. 

That´s why it´s so important that a Brand has a clear stated purpose or ideal if you like. The Brands answer to questions like: "What are we fore?" or "Why are we in the market?"

This is even more important now that brands realize the importance and potential of Real Time Marketing, Branded Content, Performance Marketing, Big Data etc  - which are just buzz words on new possibilities to achieve what has always been important within marketing to ensure growth: being perceived as more prominent and relevant than your competitors. But new technology has enabled marketeers to do this more efficient and at a faster scale. When a brand create content or do something that becomes content that people choose to communicate to each other on Facebook, Twitter, Forums, Pinterest, Instagram, LinkedIn o.s  - that´s when you have succeeded in resonating with the market. With culture.  

Cases and white papers shows that people who are exposed to content via social (i.e clicking on a friend´s FB post link) deliver high scores on different communication KPI´s and tactical KPI´s.  These cases however are about brands that do NOT focus on talking about themselves and their product features. But creates and/or do stuff that focus on pursuing the brands purpose that it shares with culture. A good example is Apple´s "Think Different" TV spot. Not a word about the functionalities and did not even show the computer. But it resonated and if it was 2013 it would - in addition to IRL WOM - be shared, liked, favorited, retweeted, remixed, pinned, starred etc massively by people and thus Apple would become part of the stories between people.  Which would then again make people interested to learn more about the product and it´s features. Aspire first - then attributes.

Read the book HERD by Mark Earls. 
Buzzfeed papers and words. 
Beware of NIKE+ http://aresonance.posthaven.com/beware-of-nike-plus
21 Pictures That Will Restore Your Faith in Humanity http://cavnews.wordpress.com/2013/07/16/21-pictures-that-will-restore-your-faith-in-humanity/
Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/585661 2013-06-25T12:37:30Z 2013-10-08T17:26:43Z Path to purchase: L'Oréal

"We´re good at the consideration phase. When it comes to evaluation:

Even if I have fantastic advertising… if 50% of my consumers come online and they don't find anything to evaluate me on, they'll probably go to the competitive products. It doesn't matter how much I've spent on consideration."  

Marc Speichert, L'Oréal USA CMO.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/583013 2013-06-07T10:56:10Z 2013-10-08T17:26:11Z 1990s vs 2010s - Who do you think enjoyed the experience of live events most?

Take a look at these two photos. The first thing that comes to mind is that is must have been much better to feel alive in the 90s. 

It´s not that simple. My view is that both being able to share and show live + being there enhances the experience. The enhanced ability to after rationalize, both during the event and after, makes it a bigger moment.The value increases. 

And hey, being at a concert with Sonic Youth or Prodigy in the 90s was much more of a "hands in the air" moment than being at a Taylor Swift concert anyway...

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/579080 2013-05-15T07:17:26Z 2013-10-08T17:25:23Z Creativity

The IPA’s analysis (257 IPA Effectiveness cases studies) reveals that that non-awarded campaigns, on average generate 0.5 points of share growth per 10 points of ESOV. Which is obviously very much in line with the findings from Nielsen’s analysis.

In sharp contrast, creatively-awarded campaigns generate on average 5.7 points of share growth per 10 points of ESOV.

In other words creatively-awarded campaigns generate around 11 times  (that’s right, 11 times) more share growth per 10 points of ESOV than creatively-non-awarded campaigns.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/577947 2013-05-08T13:20:15Z 2013-10-08T17:25:09Z Beware of NIKE+

Everyone uses Nike+ as an example on marketing excellence. I am no exception. 

The problem arises when Nike+ is being used as an argument for, both from clients and agencies, to do the "same" kind of solution for any brand. They emulate the solution but fail. Why?

Brands are driven by growth. Growth comes when marketing succeeds to make the brand...

  1. ...increase relevancy and creates ongoing positive memories.
  2. ...become part of the stories between people – as often as possible.
  3. ...an enabler for people to tell something important about themselves to the world which makes the brand part of the stories between people which increases relevance etc...
Nike+ does all of the above for NIKE. The digital solution itself is really not that great and is ripe for improvements in regards to social and user-friendliness – but the way it helps people to tell the world how healthy and fit they are by posting it to Facebook without having to actually write anything themselves is one of the main reasons that makes Nike+ a success.  

So the question for other brands should be: How can we help people to tell something important about themselves to the world? Important, not as in wealth, status or taste – but deeper mental traits such as kindness, intelligence and creativity that people are wired to display. 

That´s when purpose tied-in marketing should come to mind and the creative execution following this thought. 
Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/478391 2013-04-23T11:39:14Z 2013-10-08T17:03:56Z The focus on owned and earned media represents a fundamental shift in marketing...

... that is more than a fad.

Content is more than just words, pictures or video. Games, apps, events, APIs and so on deliver rich content experiences too.

Content reinforces a brand’s credibility and authenticity in what it stands for, believes in and cares about. For modern marketers, content is a vital expression of the brand. 

A cute manifesto: http://econsultancy.com/no/blog/62574-introducing-the-modern-marketing-manifesto?utm_campaign=momama&utm_medium=email&utm_source=announcement

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/413857 2013-04-18T08:05:58Z 2013-10-08T16:50:54Z BIG DATA can have a negative impact on business results.

Research from IPA databank shows some interesting findings and Peter Field/Les Binets will publish a new report about this shortly focusing on long term branding vs short term activation. 

One of their worries is that Big Data can have a negative impact on business results due to brands focusing and allocating more of their marketing budget to short term activation. 

“Big data in marketing, whether it admits it or not, is inevitably heavily focussed on short-term metrics - one of its boasts is about the speed of decision making. This is very dangerous for brands, unless balanced with long-term metrics linked to long-term performance measured over years” - Peter Fields.

The studies show that Long term branding in the form of advertising designed to evoke only an emotional response is twice as likely to produce large profit effects over a three year time frame as any other form of advertising.

A budget split in the area of 40% Short term activation and 60% Long term activation seems to be the optimal spilt for best effect and growth. 

The study also shows that Short term activation effects get an uplift when a brand starts doing both. But stays stabile in effect over the years while Long term branding initiative effect grows over the years. 

>>> Here´s my comment:

1. Short term activation (or sales conversion activities which I bluntly call them - as I see activation as a term being about activating the market so that the brand will become part of the stories between people) must ecco the story/stories of the brand. 

2. Long term branding must continuously create positive memories - as well as the big story occasionally shown on TV as a TV spot. Same with Short term activation. 

3. Big Data and Real Time Marketing - in addition and as a vital, perhaps central, part of the brands storytelling -  will be the driver for growth but must be measured and focused with affecting BOTH long term and short term KPI´s in mind. 

A brand is a living entity and is enriched cumulatively over time. The product of many big and small gestures.  This understanding as a fundament for marketing decisions is crucial for growth. So we need to move out, once and for all, from the traditional short vs long term focus activities and start working 24/7/365 to be perceived as relevant and gaining ESOV - which ensures growth in market share. 

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/324591 2013-04-03T08:02:26Z 2013-10-08T16:30:56Z How to matter

"We consume much more than we create, we read much more than we think, and it should be the other way around. We have to make sure we consume the things that truly matter to us, but only so that we have time to create something that matters to someone else." - https://twitter.com/restreitinho

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/197824 2013-03-21T09:29:22Z 2013-10-08T16:03:32Z NOKIA´s Head of Digital comments on COCA-COLA Social media study

Eric Schmidt, Coca-Cola's senior manager of marketing strategy and insights: 

"We didn't see any statistically significant relationship between our buzz and our short-term sales." 

The article continues:  But Coca-Cola's newly published research could renew the debate over just how effective social initiatives are. After all, if the world's largest brand says that social buzz had a measly 0.01% impact on its sales, why would any other business, large or small, expect more from the medium?

Then in the comments Sylvain Querné, Head of Digital Marketing at Nokia comments: 

"Isn't coca cola losing sales on soda drinks in the US? At this point no impact is better than negative impact..."

Read all: http://econsultancy.com/no/blog/62383-coca-cola-the-s-in-social-media-doesn-t-stand-for-sales?utm_medium=email&utm_source=daily_pulse


Oh and today COCA-COLA followed up Erick Schmidt´s poor analysis with a statement: 


Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/111835 2013-02-11T11:24:00Z 2013-10-08T15:45:12Z Brand presence on social media - Product/service experts and storytellers:
Use internal subject matter experts for dialogue around your product/service - which also can enhance, while building trust, the brands storytelling done 24/7/365 by internal and external storytellers.

Important to activate employees. If you manage to activate 10% you will reach a tipping point. 
Also the need for agency and brand to work 24/7/365 is crucial for relevance in the market and continouse strenghtening the brands storytelling and even better - producing stuff that results in people telling stories to each other.

Joakim Vars Nilsen
tag:aresonance.posthaven.com,2013:Post/111841 2013-01-29T13:47:15Z 2013-10-08T15:45:12Z Tweets per day stats ]]> Joakim Vars Nilsen tag:aresonance.posthaven.com,2013:Post/111845 2013-01-29T13:42:40Z 2013-10-08T15:45:12Z Hype cycle for Big Data ]]> Joakim Vars Nilsen tag:aresonance.posthaven.com,2013:Post/111851 2013-01-28T09:45:00Z 2013-10-08T15:45:12Z The difference between Big Data and Business Intelligence
Business intelligence (BI) and Customer intelligence (CI) projects have mostly been focusing on the past and are also often not driven by any business problem. 

A better approach might be to scale down your BI and CI project - and instead focus on what business problem you want to solve and then identify:
1. Business goals – Set KPI´s and identify the data sources that we need to focus on.  
2. Communication goals -  Set KPI´s and identify the data sources that we need to focus on affecting to reach the business goals.
 > Make sure you have a balance between internal and external data!
3. Do an audit of existing marketing initiatives. Are they affecting our goals?
4. Use the insight provided by the data to identify (predict) what kind of stories will resonate in the market, and that will be seen as added value to ongoing and future publishing/dialogue from and between people on- and offline.  (The quality of what´s being done based on the insight is what makes stuff go viral.)

Then you will activate the market. Not only inform. 
Joakim Vars Nilsen