How Mondelez is Creating Value by Hacking their Corporation

Originally posted on Expion’s Blog

When we think about the word hacker, it often raises concerns about being violated. Cell phone hacks, credit card hacks, illegal invasions of privacy.

But at Expion’s Social Summit in Raleigh B. Bonin Bough, Vice President of global media and consumer engagement at Mondelēz International, suggested a second definition, hackers as experts of programmatically solving problems.

Many big organizations have been slow to adapt at the speed of digital. Bough highlighted companies like Dropbox, Square and Pinterest who have all achieved valuations in excess of $2B in a short period of time. Conversely, companies like Levi’s and Radioshack have comparatively plateaued in terms of growth in a similar time.

For Bough, this hits home personally. He referenced a study Bain conducted that stated by 2020 every single consumer package good sold in a grocery store will be connected to the internet. As a company that sells more than 8 billion products per month, it’s feasible that Mondelēz could become one of the world’s largest technology companies.

But to Bough, Mondelēz wasn’t prepared for this change. How could big organizations like his reinvent career opportunities and team structures to prepare for this new generation of created value?

The answer is in the new phase of marketing Bough calls Hackonomy, or creating value by breaking things where there is a lot of value to be unlocked by breaking process and breaking norms. Click to tweet this.

One of the most popular embodiments of this mentality is Facebook and “The Hacker Way.” 

Coming out of hacker ethics, The Hacker Way is “an approach to building that involves continuous improvement and iteration. Hackers believe that something can always be better, and that nothing is ever complete. They just have to go fix it — often in the face of people who say it’s impossible or are content with the status quo,” said Mark Zuckerberg in a letter included in Facebook’s S1 filing in 2012.

For the rest of us, it begs us to ask the question: “How do we reinvent ourselves daily, and how do we allocate resources to enable this hacker mentality?

Bonin gave some examples of how Mondelēz is hacking their marketing efforts internally.

Hacking Media

When you’re one of the world’s largest consumer package goods companies, you spend a lot of money on media, $198.7 million in 2012 in fact. 

Mondelēz found that they were reaching diminishing returns sooner than expected over the course of the past few years. After researching, they found that the only significant change that might account for this explanation is the growth of smartphones and tablets.

As uncovered in the #Expion14 Generation Z/Millennial Panel, Mondelēz’s next generation of consumers weren’t watching TV in the same places. They were moving to decentralized platforms like Vine, Twitter, and Facebook, or watching on tablets. This change isn’t a replacement for TV; it happens in addition watching live. When a commercial hits during a live broadcast, consumers see it as an invitation to pick up their laptops or phones.

So how do you take back the reach of millions in production of content and media spend and make it applicable for social audiences who are hopping from device to device? 

You atomize it.

Bonin and his team discovered that they could create twice the effectiveness of a television spot when they engaged in social at the same time. 

When you think about that, if you’re a CPG marketer spending 80% of your budget on TV, to make that work twice as hard for you is phenomenal.

So they took their activations and made them social. For a Wheat Thins “Sponsortunity” on The Colbert Report, they used Twitter’s video tools to clip and share pieces of the Colbert spot across various branded Twitter accounts.

After the integration, they found that they were able to create unduplicated reach resulting in almost 4x more people seeing the spot on Twitter than just buying the integration on TV alone. This didn’t even take into account the earned media that resulted from Colbert’s viral delivery as well.

They decided to take atomization one step further and built their own show with Fuse TV, creating a complete ecosystem for social marketing:

- Trident consumers tweeted about music and culture

- Trident and Fuse took tweets from consumers to form the basis for show topics on the Trident Fuse ‘Trending 10′

- People watched the show, saw their tweets on TV, and started new conversations in real time on Twitter

- Trident then cut up the TV show clips, shared 22 video clips across Twitter, and also created new Trident preroll ads for the clips from their own Trident TV show (because “nobody wants to watch the same preroll ad on 22 pieces of content” says Bough)

- Both new and old Trident consumers saw the ads, clips and tweets and started talking again, forming trends for a new show

- Rinse and repeat

The brand literally has a purpose at each stage of content creation and consumption, as you can see below.

Illustration by @nickcicero (not a real artist)

Hacking the Super Bowl

By now, pretty much everyone in marketing knows about “The Oreo Tweet,” a turning point in social marketing when Oreo’s team reacted to the blackout at the 2013 Super Bowl.

A small team sat inside a war room and pushed out the tweet that was created in the right place, at the right time, with the right message, resulting in Twitter madness, and advertising history.  

What’s interesting about “The Oreo Tweet” is not that it sparked the beginning of a new movement, but it was actually the culmination of a long running “hack” internally at Mondelēz to put the pieces in place to be able to make such a moment happen. 

Leading up to the Super Bowl, Oreo had been running their Daily Twist campaign, creating content for 100 days, not just for the US Market, but also were localizing content in six other countries.

That’s 600 pieces of content in 100 days that had to run through strategy, multiple agencies, creative, and legal approval every single day.

Through that process they developed the “muscle memory,” as Bough described it, to replicate and optimize that workflow. Additionally, they gained the ability to draft, publish and approve global content, while tracking and highlighting top performing content with Expion to build a successful process all the way through the creative lifecycle across multiple brands. 

For their team, the goal was not just making fun content in real time that resonated with pop culture. It was about hacking the workflow and culture around publishing social content inside the organization for the future.

Mondelēz has embodied the hacker mentality as they approach marketing communications, pushing their employees within these roles to go outside of traditional boundaries and processes to experiment with new ideas and to inspire others to unlock this value buried within.

You can watch the full presentation below, and we can all take a page from Bough’s mantra when he says – “The Best Way to Predict the Future is to Hack it.”

*Disclosure, Mondelēz Internatonal is a client of Expion

 

Facebook adds snapshot view for page admins

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Why the @Colts Sponsored Content Works

News Feed FYI: Click-baiting

Originally posted on Facebook Newsroom:

By Khalid El-Arini, Research Scientist and Joyce Tang, Product Specialist

Today we’re announcing some improvements to News Feed to help people find the posts and links from publishers that are most interesting and relevant, and to continue to weed out stories that people frequently tell us are spammy and that they don’t want to see. We’re making two updates, the first to reduce click-baiting headlines, and the second to help people see links shared on Facebook in the best format.

Click-Baiting Headlines

“Click-baiting” is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see. Posts like these tend to get a lot of clicks, which means that these posts get shown to more people, and get shown higher up in News Feed.

News Feed FYI Click-baiting

However, when we asked people in an initial survey…

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Brands can now add a custom Call to Action on Facebook Videos Natively

Noticed today that you now have the ability to create a video CTA natively inside of Facebook pages, instead of only through ads or the Power Editor.

This would be pretty awesome for all types of brand publishers, and I can imagine a ton of different use cases here when combined with the other Facebook products.

 A full post on all that to come, but thought I’d throw up a few screenshots of what I’m seeing.

 

Screen Shot 2014-08-14 at 3.36.57 PMScreen Shot 2014-08-14 at 3.39.18 PMfacebook video call to action Screen Shot 2014-08-14 at 3.42.00 PM

Pinterest Expands Self-Serve Promoted Pins Platform To More Businesses

Nick Cicero:

Get the money

Originally posted on TechCrunch:

Pinterest is rolling out its Promoted Pins platform to more businesses, the company has confirmed to TechCrunch, after we received reports from businesses who were newly being invited to join the pilot program. Previously announced earlier this summer, Pinterest’s “self-serve,” performance-based advertising platform is aimed at small to medium-sized businesses looking to gain more views for their Pins from Pinterest users.

Though the company had previously been testing its Promoted Pins product with a number of larger brands, including ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Lululemon, Nestle, Old Navy, Target, Walt Disney Parks and Resorts, and Ziploc, that initial group of Promoted Pins was sold on a CPM basis, based on the number of impressions generated.

Meanwhile, the self-serve platform partners only pay if users click through to view the promoted content.

Those businesses now receiving invites to try Promoted Pins may have already expressed an interest in the product, the company says.

“These partners…

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Puma using Tweet to Unlock inside Twitter Cards

puma tweet to unlock

Engaged Twitter Users can boost TV Ratings

Twitter has been a serious catalyst for the advancement of television in the past few years. We have real-time social conversations about our favorite TV shows with friends and complete strangers more than ever before.

And while we’re clearly able to see the rise of Social TV with the infiltration of social into the broadcast experience through hashtags, socially curated experiences and onscreen visualizations, there has never been a real statistical correlation between Ratings and Tweets.

Data from Nielsen confirms what most of us already knew, a higher volume of Tweets has a general correlation with an increase in ratings for shows during that time period. Nielsen’s SocialGuide analyzed minute-to-minute trends in Nielsen’s live TV ratings and tweets for 221 broadcast primetime program episodes and found that live TV ratings had a meaningful impact in related tweets among 48 percent of the episodes sampled.

A heightened volume of tweets caused significant changes in live TV ratings among 29 percent of the episodes.

One of the first studies to provide hard, statistical evidence of a two-way causal influence between broadcast TV tune-in for a program and the Twitter conversation around that program, it further reinforces that Twitter and Broadcast media are perfect partners for connecting consumers to new content both on and offline.

“Using time series analysis, we saw a statistically significant causal influence indicating that a spike in TV ratings can increase the volume of Tweets, and, conversely, a spike in Tweets can increase tune-in,” said Paul Donato, Chief Research Officer, Nielsen.

“This rigorous, research-based approach provides our clients and the media industry as a whole with a better understanding of the interplay between Twitter and broadcast TV viewing.”

People on Twitter love talking about what’s on TV, TV provides an ever-changing selection of topics to talk about and viewers love using Twitter to find new content to watch on TV. This relationship is quite cyclical, and it makes sense too.

If all your basketball friends start tweeting about how Lebron James is on his way to an 80 point game or Clint Eastwood is rambling to an invisible chair and you’re already propped up on the couch, it’s likely that you’re going to flip and check that out. Screen Shot 2013-08-06 at 12.05.24 PM

It’s not just the broadcasters who are benefitting from that lift. Advertisers understand there is an increasing relationship between the campaigns they run during peak hours of TV watching and the reactions they can garner from those ads online in the moment. As a result, Twitter has been working on new ad models allowing advertisers to target users who have been exposed to their ads on TV.

So how can broadcasters and advertisers take advantage of Twitter on TV?

Close the Feedback Loop by Visualizing Social Data

One of the maxims people often exclaim about social media is “people are talking about you online if you’re there or not.” But just being there isn’t enough anymore to break through all the clutter that lives on Twitter. TV Shows (and their advertisers) are constantly competing with one another, networks competing with networks, shows with shows, blogs with news orgs, and they’re all normalized in the same feed of one consumer. Create a reason for people to talk about you before, during, and after your program. Don’t just let the conversations happen naturally, but be active and engaging with fans. For the most part, people love recognition, especially from anyone remotely connected to a show they’re tweeting about. Using show hashtags to collect, curate, and visualize tweets on site or on air (with a platform like Livefyre or Wayin) offers personal recognition at a large scale and activates new waves of users to create content.

Create exclusive opportunities that people wouldn’t normally have

Primary access is key. Give your audience an experience they might not ever get the chance to experience normally. From writers and directors to cast and crew, TV shows have a number of entry points to create new discussions and social campaigns.

Get a Free Smoothie from 16 Handles

UPDATE: As of 3:00pm all the free smoothie coupons have been claimed. Thanks all and enjoy the treats!

Good afternoon everyone!

You may have read my post on Social Fresh about the first branded Snapchat promotion that the good folks from 16 Handles put together last year.

In case you missed it, the brand created an account “Love16Handles” and was encouraging users to participate by visiting select locations at certain times and snapchatting photos of their friends enjoying the frozen yogurt.

Well the team at 16 Handles reached out to me this week to say thanks again for covering their company and asked me if I wanted to help them give away some free smoothie coupons in exchange for a free smoothie myself.

How could I resist? It’s hot, I’m in NYC, and there’s a 16 Handles literally on the corner of my street in Manhattan.

I win, you win.

So here you have it, the coupon below is good for one free smoothie through the month of July. Simply show this blog image on your smartphones at the 8 locations involved in this promotion (check 16Handles.com for locations). If you do use it, you might as well snap a pic and tag @nickcicero and @16handles in it too, but you don’t have to.

Let the smoothies flow free from the UES to Tribeca!

UPDATE: As of 3:00pm all free smoothie coupons have been claimed. Thanks all and enjoy the treats!

 

 

Why Marco Arment Built A Podcast App

Originally posted on TechCrunch:

Developer Marco Arment isn’t exactly a household name, but that could depend on your household. As a frequent podcaster and writer, he’s taken on a somewhat polarizing role as a commentator on the Apple developer ecosystem. As a developer, he was Tumblr’s first employee and went on to create the still popular Instapaper (now owned by Betaworks) and iPad periodical The Magazine (now owned and operated by Glenn Fleishmann).

After Tumblr’s sale to Yahoo, Arment went on to shed his other holdings and become an ironically-self-labeled ‘analyst’. His posts on Marco.org are frequently upvoted on Hacker News, where he is then praised and/or vilified based on the current developer meta mentality.

But, over the past few months he’s been working on an app called Overcast, and it launched late last week. The app is a podcast player — which could sound like an odd niche to tackle —…

View original 3,894 more words

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