Twitter’s CPM

Uniqlo does it again with Lucky Counter campaign. The fashion retailer asks people to promote their favorite Uniqlo items via Twitter against price reduction for the said item of – estimating from my experience – 0,01% per tweet.

This inspired me to a small calculation: if one tweeting Briton has 126 followers on average, and we [...]

Everything should be service

During the servicization-bound times we’re heading, the following presentation hits the right nerve. According to the thesis, marketers should look at all marketing as service marketing:
Service Logic – a new Dominant Logic for the Social Customer Relationship Marketer
View more presentations from Wim Rampen.

This reminds me about earlier work on service logic in marketing as written [...]

How healthy is your community?

With Lithium’s latest paper this question becomes a no-brainer: the health of the community equals

where CHI, the community health index is determined by five prime factors:

Members
Content
Traffic
Interaction
Liveliness

Let us remember though, that social media is a human business, and success in it can never be simplified to one mathematical formula – however tempting that might be.

What to do with campaigns that are too successful?

You didn’t think you’d ever have to consider this right? We’ve never quite had to face a situation where people get mad at you for discontinuing a successful marketing campaign. With communities taking over brands however, this can indeed become a relevant issue, as campaigns themselves become social phenomena. Batman: The Dark Knight campaign was, [...]

How to attract 250.000 weekly visitors to your blog

A very cool week for an occasional blogger: during the last six days close to 250.000 people have visited my blog to see my 8 ways to kill an idea post. As you’re one of them, I’d like to take the opportunity to say thanks – nothing cheers you up in the middle of Finnish [...]

Sometimes a great execution is already a reason to share

I wish I made this (tackfilm):

Waste isn’t good – it’s non-existent

Watched a video of Chris Anderson talk about free and the future of television this morning. That reminded me that he wrote recently on Wired that in the digital world, waste is not only good, it’s mandatory (the video doesn’t really add anything to the article in case you’re wondering).

This however brought to my mind [...]

Acid testing your digital campaign

In traditional one-way communications, there are many ways to acid test your campaign idea (quickly see if it’s ‘fit for business’). One way of doing this could be:

Is it relevant enough to the target group?
Is it unexpected enough to stand out from the clutter?
Is it memorable enough to inspire purchase behavior?

While all these questions are [...]

T-Mobile Continues with Engaging the Crowds

Do you think that marketing your product is something people simply can’t get excited about en masse? Sure, it works with music, movies and fashion, but never you product. Your product is boring, low-interest, utility-like – more like a mobile phone price plan. Now really, who would care?
You might have even experienced with crowdsourcing or [...]

Launching a BMW with Augmented Reality

BMW launches their new Z4 (a beauty, although I am lukewarm to private driving)  using augmented reality. The TV ad was produced with artist Robin Rhode attaching paint sprays to the wheels of a real Z4 and driving around over a white floor. After a few rounds, joyful figures emerged:

Participation is also utilized. By printing [...]