To all my Chinese New Years celebrating friends, have a great year of the Dragon!
Experience Engineer
Designing shareable & remarkable experiences
I help brands and customers interact with each other through static, interactive, and human touch points. I look especially at the crossing of online - offline, focusing on what makes a customer experience shareable & remarkable.
I lead the Singapore office of Antics - Digital Creative Agency
Email me: erik@erikposthuma.com
Follow me: ErikPosthuma
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Subscribe via RSS »Social Media Brings Nike 'Closer Than Ever'
via mediapost.com
Calling the results “remarkable,” Nike Inc. says its fiscal second-quarter revenues climbed 18% to $5.7 billion, from $4.8 billion in the same period last year. Net income rose 3% to $469 million, compared with $457 million in the year-ago period. Sales in North America were particularly strong, up 21%, with double-digit gains in stores and online on Thanksgiving weekend.
The results beat investor expectations, and Nike executives say the strong performance is a result of steady gains in both its basketball and running divisions, as well as its continued digital transformation. “We’re using digital to change everything about the product creation process,” Mark Parker, president/CEO, says in a conference call that was also webcast. Not only has that sped up its manufacturing, beginning with design and moving into factories, it’s also been a game-changer in its marketing approach.
“Social media is helping us unite and expand,” he says. “We have never been closer to our consumers, as they connect more with each other, their heroes and their favorite teams.”
Great to see digital at the center of product creation.
For all the talk of Social Media being hard to measure Nike is able to come up with some very clear figures. If you're having difficulty measuring the middle but see the end result, do the results still count?
Have a great Christmas everyone!
Does investing in Social Media create business value? (via Ogilvy)
via slideshare.net
Ogilvy just released a study on the business value of Social Media. In the wake of the Harvard study concluding that taste does not rub on on your friends through social media this seemed to be an appropriate topic to bring up.
The Harvard study is useless to most businesses. What does it matter if my taste is different from my friends. What matters is that I spend more on your brand because the shared taste with my friend and their confirmation of the awesomeness of your brand makes me want to buy it. (read that really quick, it is an awesome run on sentence)
Kapow!
So what do the Ogilvy brains share:
- Social media exposure is directly linked with increases in sales. Integrated social media (social content + one or more other channels) exposure is linked with significant increases in spend and consumption—for example, social media + PR exposure was associated with a 17% spend increase compared to the prior week without these.
- Integration matters. Exposure to social content was most consistently effective when it was combined with exposure to other types of media channels.
- Social media is a top driver of impact. Out of the 20 channels analyzed, social media was No. 1 or No. 2 in magnitude of impact on spend and consumption.
- Social media exposure is directly linked with changes in brand perception. Social media by itself is particularly effective at rapidly impacting brand perception—exposure to social media generated the largest impact on brand perception over a short (one week) period of time.
- Brand exposure in social media is low. Weekly social media exposure to brand mentions was relatively low (24% of panel) vs. television branded exposure (69% of panel), even in this selected high social media consumption group of consumers.
Seems to me it's an effective way of getting closer to consumers...regardless of taste.
Digital race to the bottom
via psfk.com
And we need to change that.
Groupon, Gilt Group, Savvy, etc. All companies that are looking to deliver the best prices for the consumer. Not only the best prices but sometimes unachievable prices.
The digital age brought in the age of cost reduction and lean. That's great. But it's time to think of the other side more. Let's really start looking at how digital can increase the value of goods.
Layar, Ruck.us, CraftCoffee. etc.
Besides making the world cheaper, can we also make it more awesome?
Measuring your influence as a media outlet
via adweek.com
As everyone is becoming a media outlet it is only natural to want to measure influence. Adweek just published a nice little overview of the influence measurement services out there.
There is lot's of talk about how Klout is stupid. And yes there is a long way to go. But the simple dashboard style influence analytics's tool is here to stay.
Do you use one of these tools? What are you thoughts?
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