Porsche launches Versatile campaign

The Porsche brand is rooted in performance and racing heritage. Their decision to build an SUV (Cayenne) and a sedan (Panamera) has been followed by a new positioning as the everyday car. Is this good product/market extension strategy or brand suicide?

Check out a spot from the Versatile campaign here.

Check out the Adweek article and the other spots here.

1 Mobile App Trends You Can’t Ignore

A great post by Christina Warren titled 5 Mobile App Trends You Can’t Ignore provides some great ideas for marketers thinking about mobile.

My POV is that everyone should pay special attention to trend #2, Integration with Dropbox and Other Cloud Services. While this is a key feature for mobile users to free them from “smartphone jails” as Christina says, all marketers need to think about how APIs can connect their brands own insight, expertise, functionality, tools, etc. with all the social applications that exist today. Or even better, let developers figure it out for you.

Here are a couple of good resources to start with:

Krispy Kreme’s New CMO understands Social Media

In a recent Ad Age article interview by Maureen Morrison, Dwayne Chambers, the new Krispy Kreme CMO, provides his perspective on marketing the resurgent doughnut brand.

In a time when social media feels very much like the .com hype in 2000, I am thrilled to see that Mr. Chambers understand how companies can better leverage the power of social media. Mr. Chambers describes the opportunity that we are all enamored with: “Today, if you have 1,000 who love your brand, they could immediately tell 100,000 people who could tell 100,000.”

However, his primary focus is not making iPhone apps, augmented reality tools, or build your own doughnut contests. His focus is with the primary customer touch-point and epicenter of word of mouth, employees. “The ability for us to connect with our team members and guests in the store is important. We’re going to continue to spend as much as 50% of time and effort internally turning every team member we have into a brand marketer.”

If we believe the power of social media is true, 1,000 turns into 100,000, then we should all be scrambling to get our house in order to drive employee brand advocacy before we start chasing the latest shiny toys.

Measuring what matters… in real-time

A new blog post and report from Forrester Analyst, Nate Elliott, Social Media Marketing Metrics That Matter, defines a framework for social media measurement. There is some great thinking here. This image provides an overview of his framework:

The core idea is around segmenting social metrics by audience role: social strategist, marketer, executive. And while Nate correctly states, “if you’re focusing on fans and followers then you’re almost certainly doing it wrong” he goes on to suggest that social strategist should focus on just that.

Here is my problem with this approach:

The assumption is that there is a correlation between social activity (fans, followers, etc.) and real business objectives. Only if organizations are able to make that correlation, which will change over time, should they continue to track and measure social activity metrics and even then it minimizes the value of the social strategist role.

Secondly, this framework suggests real business value metrics are only evaluated on a quarterly or annual basis when senior management is involved. The benefit of social, or any interactive medium, is the ability monitor and adjust real-time. Only by empowering social strategist with real business metrics can they make the adjustments necessary to optimize your programs to maximize revenue, not retweets.

Segmentation makes sense, but all marketers need to take advantage of interactive mediums by measuring what matters and doing so in real-time.

Is it time for a mobile website?

There are three variables that should be at the top of your list when answering this question:

  • What is the business goal/value?
  • What percent of my users access the mobile web?
  • What is the cost of entry?

The first question only you can determine. Included below are some stats and tips that should help answer the other two.

A Forrester Research report “Making The Case For The Mobile Internet” by Julie Ask. In this report, Forrester provides some data showing that adoption continues to grow, frequency is growing quickly and more users are accessing the open internet instead of their carrier portals online. Checking your site analytic browser stats will tell you if your specific users are in-line with these trends.

A Mashable article originally appeared on the American Express OPEN Forum, and highlights 8 Tools For Easily Creating a Mobile Version of Your Website.

With adoption up and cost of entry down, it’s time to evaluate the business value of mobile websites again.

Linking the Real World to the Web: 3 Emerging Technologies Compared

The battle for the dominant digital to physical mobile technology begins:

Linking the Real World to the Web: 3 Emerging Technologies Compared.

How to Add Email Lists in Facebook for Page Promotion

Great tip for those trying to grow their Facebook audience:

How to Add Email Lists in Facebook for Page Promotion.

Budgeting for Content Marketing

At yesterday’s MITX event, Grow Your Customer Relationships With Branded Content, Carissa Caramanis O’Brien, President at Red Box Communications, Eric Oliver, Director of Digital Brand Communications at Converse, and Matt Drinkwater, Senior Director at Yahoo!, discussed various aspects of content marketing. They all shared some great examples, which lead to the obvious questions: how much does it cost and how can I increase my budget YOY?

Before trying to duplicate their tips and tricks in your organization, Marketers must recognize that successful content marketing requires a mental shift, including how you think of budgeting. For example, in order to be successful in this new world, Marketers must think in terms of:

  • Ongoing programs, not campaigns.
  • Objectively valuable content, not copy.
  • A content strategy, not channels like Facebook or Twitter.
  • MPDs, not budget dollars.

MPDs are the number of minutes per day that stakeholders are investing or participating in content marketing. Ironically, many Marketers are solely focused externally on their customers’ “engagement” while internally they only think in terms of a budget number.

Marketers should instead think in terms of MPDs because changing behavior is both the most difficult part of any new process, and the key to long-term success. I have found that stakeholders investing as few as 15 MPDs can create a successful content marketing program. While securing a budget for the next year will ensure activity, a mental and behavioral shift is required to:

  • Take advantage of expertise across the organization.
  • Infuse your culture with the external reality.
  • Make content marketing a core competency.

The best part about using MPDs as currency in your organization is that as stakeholders get more comfortable participating, they will deliver more content, interactions, and value in that same amount of time. This allows your program to grow without asking for more.

Leave the budget conversations for the media buyers; success in content marketing is measured in MPDs.

Feeling Overwhelmed? Welcome the Age of Curation | Epicenter 

Nice to see this “curating” idea is catching on.

http://www.holland-mark.com/blog/2010/01/ten-steps-to-build-a-basic-content-hub/

Charmin hopes toilet paper can be sexy too!

I have always held the notion that social media is not for everyone. There are obvious candidates who benefit from social technologies because their audience is online and already talking about their brand, for example Dell tapping into the active tech community with product ideas through IdeaStorm.com. Other brands can create interest based programs by focusing on their customers’ problems or related interests that can then be associated to the brand, for example P&Gs beinggirl.com talking adolescence to sell feminine products. And then we have things like toilet paper… until now.

Charmin recently launched a search to find five super-fun, enthusiastic people to work at the Charmin Restrooms in Times Square this holiday season. Their new micro-site, EnjoytheGo.com, explains the program in detail. The job description is simple: Greet and entertain bathroom guests and then blog about the experience, and the payout is big: $10,000 for 1 month.

Before we focus in on the logistics around potty blogging, I want to highlight two key qualifiers that every organization should ask before even dabbling in sexy social technologies:

• Does my target audience use social technologies?
• Does my target audience use social technologies to talk about my brand, industry or a related interest?

While some or most of Charmin’s target audience might be active users, I find it hard to believe that their audience is using social technologies to learn about the brand, or toilet paper or a stranger’s bathroom experience.

This doesn’t pass my sniff test, how about you?