Havas pays homage to Bogota on Mother’s Day: #BogotanoPorAdopción

#BogotanoPorAdopción is a campaign that invites all residents of the capital to take care of Bogata.

Year after year, tourists, investors, students and workers arrive in Bogota in search of experiences and opportunities. They bring new blood, education, workforce and development to the country. Bogotá is known to be a city open to Colombians everywhere and also to everyone from around the world, who often arrive as tourists or students and end up making their professional and family life here. More than 32% of the city's residents came to live in this hospitable city from abroad.

In May, the mothers' day month, Havas, wanted to pay tribute to this city that has welcomed millions of people from diverse backgrounds. Those who came to look for a job, to build opportunities and also to who here found love and started a family. "The #BogotanoPorAdopción campaign celebrates everyone who by celebrating this city can make it better, more beautiful and more friendly. The film invites everyone to "take care of it" says Andrés Norato, Creative Director of Havas in Colombia. The voice in French is by Jacques Seguelá, Co-founder of Havas creative agency and one of the great advertising creatives of the century.

"It is a value chain that favors many: each # BogotanoPorAdopción is someone who often sends back money to their country or city of origin, which in tern increases job vacancies in that region and fosters economic growth. But, more importantly, that person feels adopted by a city that has open arms and one that wants to continue its growth focusing on this inclusive approach, "says Jorge Contreras, Director of Customer Service of the agency.

This year, Havas, with its HQ in Paris France, celebrates 20 in Bogota. For 20 years the teams at Havas have been working on advertising strategies that have been loved and amplified by the same people, the same city that this film pays tribute to.

Why VR experiences have the power to change consumer behaviour

Source: Why VR experiences have the power to change consumer behaviour

We’re leaving the age of products and advertising. For years, brands have relied on marketing to bring them closer to consumers. Advertising and repetition were the keys to memorability. Now people control how and when they engage with brands. If a brand hopes to connect with people, they need to create meaningful experiences.

According to a 2015 Harris study, 72% of millennials prioritise experience over ‘stuff’. People crave new ways of discovering themselves and a greater understanding of the world. They seek out brands that have real purpose and demonstrate ways that they’re contributing to real change.

72% of millennials prioritise experience over ‘stuff’

VR creates immersive experiences. Chris Milk, VR creator for Here Be Dragons and Within, says: “Virtual reality connects humans to other humans in a profound way I’ve never before seen in any other form of media, and it can change people’s perception of each other.” A brand can garner this power and help people understand other people, cultures and problems.

As Milk describes, it is a true empathy engine that drives greater awareness of important issue and stories in a way that traditional media or advertising just can’t.  His project with The New York Times’ “The displaced”, shared three emotional stories of refugee children from Ukraine, South Sudan and Syria. For the past few years, it has been one of the benchmarks for the potential of VR. It delivered more than a million Google Cardboard headsets to customers and drove awareness of a global crisis at scale in a way that VR never has before.

Other groundbreaking projects have included BeAnotherLab’s Gender Swap. In this experiment, two people wore cameras and Oculus Rifts to immerse themselves in an embodiment experience to aid the awareness of gender, identify, queer theory, intimacy and more. At Sundance this year, journalist Nonny de la Peña shared Out of Exile, a VR animated film that shares the story of a young gay man coming out to his homophobic family.

79% of consumers will seek additional VR experiences and 81% tell their friends about it

Empathy can drive real behavioural change and improvement. A partnership between UCLA and Microsoft showed how VR could boost retirement savings by taking subjects into the future to see how their lives could pan out if they didn’t put enough into their pension funds.

We know VR can work. According to Touchstone Research, it has the potential to be incredibly shareable: 79% of consumers will seek additional VR experiences and 81% tell their friends about it. And it is more memorable and long-lasting when compared to the more transient experiences of advertising.

Brands like Jaguar, Adidas and Ikea have experimented with VR. But until a brand can create an immersive experience that truly connects their audience with issues that actually matter, we’ll continue to view its activities as VR for PR. It can be a powerful empathy engine if brands can find a way to create tools for real behaviour change. To do this requires an approach that leaves products and advertising out of the mix. That’s why a strategic approach and creative vision for VR is becoming increasingly mission critical for brands and why I think a digital expert could be the one to lead the charge.

I don’t believe unlocking the capabilities of VR to the masses is going to be done by a film director or god of advertising. Harnessing the power of the medium requires someone who might meld technology and utility together. I wouldn’t be surprised if the person to do it is a teenage digital native trying to break the tech to make an everyday function easier, or hacking it to drive a social movement that matters to them.

As for brands, it’s time to shut up about product and find ways to empathise with customers about complex needs and emotions. Leave your TVC and strapline at the door.

Matt Chokshi is client creative director at Zone

5 Tips to Supercharge Your Social Media Marketing Engagement – iNFOGRAPHiCs MANiA

Source: 5 Tips to Supercharge Your Social Media Marketing Engagement – iNFOGRAPHiCs MANiA

 

What if we tell you that it was possible to get more social media engagement than you got over the last 12 months? But, before we get into that, what is social media engagement? It’s a dialogue between you and others in social media on any social network. So, if you are just posting a lot of content without any conversations, you aren’t doing much for engagement.

User interactions with brands - infographicsmania

The following are five sure ways for you to improve your social media engagement.

1.     Ask questions

Posting content in social media is just but the first step to building engagement. But, doing that alone will note get you much engagement. Invite people to join in the conversation by asking well-formed questions. People love to share their thoughts and opinions on just about everything. Here’s another tip, you can also gain some vital information about your audience simply by listening to their answers and reading their comments.

2.     Share motivational quotes

Give people a daily dose of inspiration by sharing inspiration quotes. These are popular on social media because everyone loves to feel good and motivated. Inspirational quotes are some of the most shared content online. Keep a file of quotes that make sense for your target audience and be unique. For example, create image quotes that get people thinking and make them relatable to their aspirations in life. Quote images are super easy to create and they are a really effective way for you to increase your engagement in social media. And, here is another idea, post motivational quotes and ask your followers a question about how they have applied the quote in their lives.

3.     Create value driven blog posts

When you create original blog content that’s really valuable to your target audience, share it on social media. Value driven content is that your audience actually wants to read or content that solves a problem for your audience. Content and social media marketing are complimentary. With so much content being created and shared on a daily basis on the Internet, you want to be unique. Make your content stand out. And, if you are still in doubt about the power of blogs, this might help. Marketers who have blog are more likely to good return on investment. Once you create your blog content, post it all over on your social media platforms. Depending on your social media network, you want to go ahead and change the teaser text. You want to entice people to click on the link without being deceptive to read the post. Don’t just throw a bunch of links out there.

4.     Create amazing images

Eye candy is the way to go. Visual content now rules the Internet. According to eMarketer, there is a reason why images are cluttering your Facebook Timeline. Facebook images account for over 80 percent off all the content shared on the Internet, that’s huge! Your images should tell a story. Wow your audience and give them a reason to pause with your images.

5.     Use Facebook to improve engagement on all other platforms

Here’s how. Use the search bar at the upper right-hand corner of a Facebook group to search for three to five words or key phrases that pertain to your industry or area of interest. You do this instead of searching the News Feed. Then, those particular posts are going to pop-up on the News Feed and you can participate in the conversation without wasting tons of time sorting through information. Then, you can keep track of what content people are interested in and what questions they have. Next, create content on your own social media profiles that people like these would like to consume and the chances are your audience will love as well. So, in addition to establishing yourself as an expert, thanks to Facebook Groups, you are also tapping into this fountain of hot topics that are going to create more engagement on your own social media profiles.

Conclusion

There you have it! It’s time to start improving your social engagement. I have given you five ways to improve your engagement in social media, that you can use across all your social networks. Remember it’s not about you, it’s all about the people you are trying to reach in social media.

Social media engagement – Statistics and Trends

Médias traditionnels (pour la crédibilité) ou sociaux (pour le ciblage), le choix des marques | Statista

Source: • Graphique: Médias traditionnels ou sociaux, le choix des marques | Statista

Les médias sociaux sont devenus incontournables pour la diffusion d’informations, et les marques l’ont bien compris. Elles utilisent en effet de plus en plus les plateformes sociales pour faire leur publicité et gagner en visibilité. Mais un récent sondage Ifop révèle que les médias traditionnels sont parfois plus efficaces pour la communication des marques.

L’enquête, menée auprès de 87 professionnels des médias et 159 annonceurs, souligne l’interdépendance entre le type de communication à privilégier et la finalité : pour crédibiliser un message ou faire connaître une marque, environ 40 % des répondants privilégient les médias traditionnels. À l’inverse, les plateformes sociales sont préférées par la moitié des professionnels pour donner l’image d’une marque innovante et par près des trois quarts lorsque le but est de toucher une cible en affinité avec la marque.

 

Infographie: Médias traditionnels ou sociaux, le choix des marques | Statista

Case study: how publishers can use data to identify new audiences

Source: Case study: how publishers can use data to identify new audiences

FS magazine wanted to find new audiences to grow their online presence. We put them in touch with the audience insights and ad analyst experts Quantcast. Here’s how they increased website traffic…

Data insights not only tell publishers what their audience want, but also how they can find new audiences – and ultimately – grow their business.

FS was new to digital in 2016 and eager to grow traffic and online presence. FS has a strong 100,000 monthly print circulation and fills its pages sport, fitness and lifestyle advice – not to mention regular celebrity cover stars such as Usain Bolt, Drake and Joe Wicks. FS wanted a partner to cut through industry jargon, help them find new audiences and deliver results.

image: http://cached.offlinehbpl.hbpl.co.uk/news/OMC/richedit/fs-image.png

Rachel Middlewick, publisher at FS explains: ‘Our website had quite low traffic when we started – we wanted to know how we could increase it, which content campaigns and which ad campaigns were going to work.’

Campaign joined the brains behind FS and Quantcast for a one-month campaign to make this happen. For FS, the two key focuses were sports and fitness so Quantcast set to find an audience that would be interested in this content. Quantcast identified popular articles and associated search terms on the FS website. For sports they had two strategies, one focussing on significant superstars, the other on more niche sporting personalities.

For fitness, the Quantcast team developed two more strategies: general fitness (looking at search terms such as ‘burn calories’ or ‘personal trainers’); exercise specific search terms (‘running tips’).

Quantcast didn’t need lots of search terms – the key to selecting keywords is making them specific but with huge search volume. Quantcast used these search terms to build custom personas for each of the four areas – using Quantcast’s live audience data.

They created personas for the ‘exercise specific’, ‘general fitness’, ‘sports superstars’ and ‘sports celebrities’ categories. They found the audiences varied per different content type: ‘exercise specific’ terms skewed towards being female, young (under 34) and more affluent. Those interested in the ‘sports superstar’ and ‘sports celebrity’ keywords were heavily skewed towards being affluent males.

Quantcast used these personas as a baseline to model and serve ads for FS’s site to new consumers exhibiting similar online behaviours (FS had developed fresh creative for the purpose).

Quantcast and FS had regular talks to optimise the campaign. Two key campaign optimisations were made mid-way through the campaign. Some of the keywords that were not performing well were switched with new ones and FS supplied new creatives which aligned with the target audience.

image: http://cached.offlinehbpl.hbpl.co.uk/news/OMC/richedit/fs-tags.png

Quantcast constantly measured the uplift in traffic: the key purpose of the campaign. They could track performance back to the individual keyword strategy – enabling them to tweak and strengthen each strategy. Quantcast updated keywords to ensure the targeting remained relevant to the content on the site. For example, they introduced search keywords such as ‘Anthony Joshua’ and ‘Odell Beckham Junior’ to the ‘sports celebrity’ strategy, to coincide with new editorial features.

Quantcast also acted on key themes they saw emerging from the audience insights. They saw that in the ‘general fitness’ category, people had a high propensity to search for diet and nutritional advice. On ‘sports celebrity’, they identified football and basketball as key user interested. FS supplied updated creative to act on these emerging themes.

Quantcast achieved FS’s goal to increase traffic, find new audiences and help steer their digital strategy. Middlewick says: ‘After working with Quantcast, our traffic was 7% up. In addition, we’re able to work up a more effective and optimised adwords campaign now – targeting people who will be interested in specific areas of our site – and it allows us to invest better, get more ROI and look for better marketing investment.’

But the one-month campaign also provided insights about the actual content. Ellie Lane, senior account manager at Quantcast explains: ‘Occasionally you come across some unexpected audience insights – FS have been able to act on that and make content that speaks to their target subject areas.’

James Charlton, editor, FS is thrilled: ‘It was really successful – we got an increase in traffic and impressions, which was fantastic. But Quantcast were able to give us a creative analysis. They looked at the words we used and played around with others to see what was getting the most engagement.’

Read more at http://www.campaignlive.co.uk/article/case-study-publishers-use-data-identify-new-audiences/1432014?bulletin=campaign_brands_bulletin&utm_medium=EMAIL&utm_campaign=eNews%20Bulletin&utm_source=20170513&utm_content=#7Mdf06qu4p2HQMEZ.99

What makes a bank innovative? – hernaes.com

Source: What makes a bank innovative? – hernaes.com

The rise of fintech, changing consumer behavior and new technology are just some of the trends that puts innovation in the spotlight for banks these days. Even incumbents that were once considered the least susceptible to change are investing in innovation. But what makes a bank innovative?

Recently, Center for Service Innovation at NHH – Norwegian School of Economics published the Norwegian Innovation Index where Skandiabanken was ranked as #2 across all industries, and in a league of our own in the financial services industry. According to the survey, the perceived ability to innovate is derived out of how the customer experience several factors such as innovation in core business/service, service delivery, customer relationship, service environment and emotional connection to the companies surveyed.

After attempting to innovate from within in various companies in a decade now, it is an honor to receive the amount of trust in our ability to innovate given to us by our customers in this survey in a time where every bank out there is competing to be the most innovative.

The industry is no longer relying on barriers of entry to keep challengers out and pioneers like BBVA are paving the way by both investing and acquiring fintech startups like Simple, Holvi and Atom Bank, as well as opening up their infrastructure through their API Marketplace. ICICI Bank in India is also leading by example in the innovation department and are now hosting their second season of their «appathon». The mobile app development initiative offers access of over 250 diverse APIs from both ICICI Bank, IBM Bluemix, VISA and National Payments Council og India to the participants. The programme aims to create the next generation of banking applications on mobile and web space by attracting developers, technology companies, start-ups, technopreneurs and students across the globe.

Technology is the primary driving force when it comes to innovation in banks, but it is often what you don’t see that drives innovation in the banking sector. It is said that banking used to be somewhere you go, now it is something you do. In my ideal future, banking is something that just happens. To achieve this, it is not sufficient to merely implement robotic process automation on processes designed for shoveling paper-based forms around an office. Furthermore, there must be willingness to innovate at the core in order to make innovation efforts actually count.

Whether a bank is looking to explore open banking, blockchain, artificial intelligence or create a digital ecosystem, banks looking to innovate must look for real life applications rather than the next big technology hype.

Banks are there to serve their customers, and in the eyes of the customer, it does not matter how many hackathons you arrange or how deeply engaged you are in exploring the potential applications of blockchain technology. At the end of the day, the perceived level of innovation will be measured on how a bank may simplify and reduce friction in everyday banking services and focus on everyday innovation on the customer’s terms.

While everyone is competing to claim how much they are a technology company these days with even Pizza Hut claiming to be a technology company that happens to deliver pizzas, Skandiabanken was conceived as a technology company, and this reflects how we work with digital business development. Without this as an inherent trait in our culture, we would never launch a beta version of our online/mobile bank to allow our customers to test new features before they are finished, and based on customer feedback, only the features that prove useful will ever be finished.

Looking at the defining mantra of the next generation of challenger banks across the world it is to remove all hidden fees and provide simplicity and transparency to their customers.  For digital innovation in banking, the key is to understand the needs of your customers, fix their problems, make it simple and be open and transparent in everything you do.