McGourmet

So we all know that McDonalds isn’t the most McFancy restaurant in the world, but recently in Australia, they’ve decided to release the Gourmet Burger Kiosk – get excited.

Screen Shot 2014-10-22 at 5.42.24 pm

Using digital kiosks, customers get to create their own burger, with 19 toppings to choose from, ranging from Colby cheese, herb aioli, grilled mushrooms and guacamole and customers can also choose between various breads and even no bread for carb conscious eaters. And if that doesn’t impress you enough, all burgers come served on a wooden board with fries in a mini chip basket – McGiveMeABurgerRightNow.

Screen Shot 2014-10-22 at 5.24.23 pm

This service has been launched to compete with other gourmet burger restaurants such as Grill’d and, similar to Grill’d, customers pay for their burgers and then clip a ticket to their table and wait for staff to bring it out for them.

Screen Shot 2014-10-22 at 5.43.15 pm

McDonald’s senior corporate communications manager Skye Oxenham says the initiative suits customers’ changing tastes, “It’s about implementing new initiatives that give our customers a different service and a different experience,” she says.

Screen Shot 2014-10-22 at 5.43.30 pm

The digital kiosks will also be available to order standard items as well, which will be delivered to tables on regular plastic trays.
I believe this is a fantastic initiative for McDonalds Australia, as gourmet burger restaurants are widely popular, especially in Melbourne. The digital addition to ordering will give customers a new experience and I believe will benefit McDonalds greatly in the long run.
Screen Shot 2014-10-22 at 5.43.58 pm
What do you think about this new McGourmet Burger Kiosks? And do you think this will widen their market?

Check this video out!!

Advertisements

#ScallopWar

Where were you during The Great Scallop War of 2014?

Twitter?
Well that’s where @KateIselin was, blissfully unaware that her recent and innocent Tweet would send the Australian Twittersphere into debate.

Screen Shot 2014-10-13 at 1.02.44 pm

Dubbed the “most epic Twitter fight over potatoes”, these round, battered, golden, deep-fried-carb-goodies were at the heart and soul of some very passionate Aussie’s statements on whether they’re called Potato Cakes or Scallops, in the #ScallopWar.

Screen Shot 2014-10-13 at 1.03.21 pm

Screen Shot 2014-10-13 at 1.03.12 pm

As a true Melbournian, I think it would be safe to say we all call them Potato Cakes – however Sydney residents had a bit of beef with this with some wanting to take it to the streets. Even politicians voiced their opinions and apparently the Pope added in his 2 cents.

 Screen Shot 2014-10-17 at 9.41.08 am

Screen Shot 2014-10-13 at 1.05.33 pm

Screen Shot 2014-10-13 at 1.06.02 pm

Convenience stores and Fish and Chip shops reaped the benefits, with some blaming Kate Iselin’s Tweet for their latest potato cake consumption, showing just how much social media rules our lives not only online, but offline too.

Screen Shot 2014-10-13 at 1.06.29 pm

I guess my point to this post was not that I believe that there was some great Potato Cake Marketing Manager behind all of this, because let’s be honest – they’re just absolutely delicious who wouldn’t want to discuss them! But more that it is clear how viral one Twitter post can go with a product or item and therefore, I believe that digital marketers should be more strategic than ever to make their product or brand a trending theme among social media – in a positive light of course!

Screen Shot 2014-10-17 at 5.47.31 pm

I’d love to hear your thoughts on the ability of trending items such as the #ScallopWar in enhancing a brand’s image and status.

#TeamPotatoCake

Facebook relaunches Atlas

On the 30th of September, Facebook relaunched its online ad serving and measurement service for people-based marketing.
As you’re probably wondering (like me before this post) what in the world is Atlas and what does this mean? Well, here’s the 411.

Screen Shot 2014-10-17 at 9.57.38 am

In 2013, Atlas Advertiser Suite was purchased by Facebook from Microsoft for around $50 million – spare pocket change!

It basically allows any website to insert advertisements targeted to particular Facebook users and its purpose is to pioneer advances in ad measurement on mobile phones and tablets.
Atlas works through tracking ad placement and performance through user accounts via ‘people-based marketing’.

Screen Shot 2014-10-17 at 9.57.49 am

So, what does this mean?

It means that Atlas will follow you across the web and take notes on the ads you see, interact with and click into. Then it will tie that information back to your Facebook profile – so no naughty ad clicks okay?
It also means that businesses are able to tie online ads to offline sales as it tracks people. Therefore making a connection between the person who purchases something in store, and whether or not they saw an online ad for it. (But only if their Facebook email is used)
Atlas could also empower marketers to spend more money on enhancing mobile phone ads as using cookies for tracking is not always accurate or reliable on mobile phones.

FYI: Instagram has recently integrated Atlas.

People-based marketing was defined as “Putting the right message in front of the right person at the right time on the right device.” by Jonathan Nelson, the Digital CEO of the Omnicom Group – who is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.

Screen Shot 2014-10-17 at 9.58.07 am

Check out this Wall Street Journal article if you want to know more!!

What Marketers Need to Know About Facebook’s Atlas
http://blogs.wsj.com/cmo/2014/09/29/what-marketers-need-to-know-about-facebooks-atlas/

Personally, I think it’s a great and innovative service that will change the way businesses advertise online. What do you think?

Aussie, Aussie, Aussie

Aus flag

G’Day, we’re a patriotic bunch. Footy, “mates”, Tim Tams, beaches, the Southern Cross, and now Digital Marketing. At least according to CMO Council’s third annual Asia-Pacific Digital Marketing Performance Dashboard released on the 24th September, 2014, you beauty!

Who are the CMO Council?

The Chief Marketing Officer Council “operates as the premier knowledge transfer agent and affinity group for chief marketers worldwide.”

Screen Shot 2014-09-25 at 8.41.01 pm

And, in their most recent Asia-Pacific Digital Marketing Performance Dashboard they reported that Australia leads the way in the Asia Pacific across all four categories of digital marketing performance: top-level mindset, marketing readiness, organisational alignment, and marketing skills.

Screen Shot 2014-09-25 at 9.24.19 pm

Here are a coupla’ stats:

– 52% of local Australian organisations own digital marketing strategies compared to 39% across the Asia Pacific as a whole.

– 38% of Asia Pacific companies have a digital champion on the leadership team, while in Australia alone is is 62%.

– 81% of Australia marketing chose engagement as the the key driver in adopting digital marketing compared to 58% across the Asia Pacific.

Proud as bloody punch!

like

Programs and operations VP, Liz Miller maintained that digital marketing should be used as a competitive differentiator for an organisation and said, “Maybe that’s when we’ll start to see the survey results take on an accelerated change, and markets in Asia will start to become far more competitive globally with digital performance“.

One main problem identified in the rest of the Asia Pacific region is that marketers are treating IT as the hired help, rather than involving IT as a strategic partner earlier in the procurement and planning phase – bringing about the question, do you think any cultural and economic factors play a part in the differences of Australia and the rest of Asia Pacific’s digital marketing performances?

In conclusion, aside from the fact we’ve golden soil and wealth for toil, our home is girt by sea, and our land abounds in nature’s gifts of beauty rich and rare, (try reading that without singing it!) in 2014 we’ve also succeeded in the Asia Pacific region in Digital Marking – you little ripper!

straya

Sources:
http://www.cmo.com.au/article/555720/cmo-council-cmo-cio-friction-inhibiting-digital-marketing-innovation/

http://www.cmocouncil.org/about.php

http://www.arnnet.com.au/article/555839/australia-leads-asia-pacific-digital-marketing-cmo-council/

People Power

Today is all about the ‘Fail Trail’ – how far public opinion can shift in a PR crisis and how long it takes to recover.

3 brands in three very different ways, have had to deal with and recover from ‘the power of the people’ and their actions in the social media limelight.

Screen Shot 2014-09-18 at 10.12.00 am

What happened?

1. Nestle

In 2010, Nestle tried to censor a Greenpeace video which criticised their product KitKat and it’s non eco-friendly supplier. This caused activists to rampage Nestle’s Facebook page with negativity including uploading some of these pictures:
Screen Shot 2014-09-18 at 10.17.12 am

Here’s the video that Nestle tried to ‘hide’

2. Domino’s
In 2009, two Domino’s employees filmed themselves violating health codes whilst making customer orders. They then uploaded the video to YouTube as a prank – hilarious? Absolutely not! Here is part of their video – as the real deal was obviously removed.

3. United Airlines
In 2009, United Airlines broke the wrong man’s guitar. The baggage handlers mishandled Dave Carroll’s guitar, breaking it and never offered reimbursement. So, as anyone would do, Dave and his band recorded a song about the incident, sparking 1.4 million views on YouTube in just 4 days. Here’s the video:

What happened next?

After these incidents, there were sudden spikes in online mentions of the three brands, which were definitely not all positive.

Screen Shot 2014-09-18 at 10.32.06 am

Then, they all saw a drop in positive sentiment percentages around their brand.

Screen Shot 2014-09-18 at 10.32.21 am

The brands with the most positive sentiment before the crisis had further to fall and this showed with Nestle falling 36.21%, Domino’s 21.23% and United 13.2%.
Screen Shot 2014-09-18 at 10.32.31 am

Rescue Remedies and Recovery

Nestle’s censorship attempt in order to ‘cover up’ Greenpeace’s video, hence making them look even more guilty, made matters worse. Due to Nestle’s lack of response, they took 50% longer to return to their pre-crisis positive sentiment average than the rest.

Domino’s however, responded immediately with an apology video and legal action against the employees. This led to a quick turn-around back to their average pre-crisis positive sentiment. Here’s the apology:

Lastly, United Airlines addressed the issue by giving away free Starbucks gift cards on all domestic flights, spiking their positive sentiment.

Screen Shot 2014-09-18 at 10.32.53 am

Food for thought: What could Nestle have done differently to adequately address the Greenpeace crisis?

#hashtagfails

We all love a good success story but don’t you think fails are way more interesting and hilarious (sometimes)!? I do. Especially when they don’t involve me! Now, since the digital age has come about digital marketing has flourished in all types of social media, but today I’m going to focus on Twitter’s #hashtags.

twitter

If you’re not familiar, hashtags on Twitter provide a categorisation of trending keywords, allowing users to find certain Tweets more easily – and right now, I’m going to discuss a few hilarious (and not so hilarious) #hashtagfails made by different companies.

McDonald’s were completely ‘digitally naive’ in releasing the hashtag #McDStories, giving lovers and more importantly, haters the opportunity to vent their horror stories of the brand. The Twittersphere was the perfect platform for McDonald’s critics to openly and publicly abuse McDonald’s and the #McDStories post got taken down after a couple of hours.

Screen Shot 2014-09-10 at 10.37.23 pm

Screen Shot 2014-09-10 at 10.37.46 pmScreen Shot 2014-09-10 at 10.37.35 pm

On a more serious note, Celeb Boutique made a ridiculous and careless decision to post a Tweet (below) hashtagging #Aurora only hours after the Aurora Dark Knight Rises mass shooting, supposedly blind to the real reason of the trend. Who knew that something involving Kim Kardashian could be so clueless!! (Just kidding, I love Kimmy K) It’s safe to say that Celeb Boutique copped huge amounts of criticism, and rightly so.

Screen Shot 2014-09-10 at 10.39.59 pm

#RIMjobs – let’s clarify the fact that RIM stands for Research In Motion, however Blackberry were obviously not updated on the latest urbandictionary.com meaning – feel free to look up the real meaning if you are also unaware. So when they Tweeted about their upcoming job openings and hashtagged #RIMjobs, it got a hole lot of attention – pardon the pun.

Screen Shot 2014-09-11 at 5.08.08 pm

Screen Shot 2014-09-10 at 10.38.04 pm

Hashtags involving, for lack of a better word, bums, have proven to be serious pains for some brands, including Susan Boyle. The singer promoted her new album with a Tweet hashtagging #susanalbumparty, implying more than just a new album – I wonder what kind of questions were asked?!

Screen Shot 2014-09-10 at 10.37.14 pm

In Switzerland, they promoted the Lord of the Rings with a Hobbit Tweet, only they included the Swiss domain name extension in the hashtag, turning it into #hobbitch.

Screen Shot 2014-09-11 at 5.07.45 pm

Lastly, Chester Literature Festival used the hashtag #CLitFest to promote their event… Oops!!!

Screen Shot 2014-09-11 at 5.08.26 pm

While we’re on the topic of hashtags – Jimmy Fallon has plenty of videos on YouTube where he chooses a hashtag on Twitter, getting viewers to Tweet back their stories relating to the topic, and shows them in a segment on The Tonight Show (although this doesn’t have much to do with hashtag fails, it’s a great way a brand has used Twitter for their benefit, and it’s hilarious!) – here’s my favourite!

Question: What are the best hashtag fails you’ve seen? Let me know!

Brands <3 Celebrities (for free!)

Now we’ve heard a lot about social media awareness for digital marketing and the success of campaigns like the ALS Ice Bucket Challenge etc etc. So i thought i’d go a little deeper and look at how brands use celebrities to enhance their digital marketing campaigns.

Thanks to the evolution of technology, our world can be more connected than ever. I talk to my friend Luisa in Mexico on Skype while keeping up to date with my family in The Netherlands on Facebook and use Viber to talk to Mum when she goes on her Bali trips – and that’s just me! Digital marketing campaigns can go viral – quickly – through many avenues of social media – but i think we all know that.

twitter

Celebrity involvement can enhance a brand two-fold. With 69% of Australians using social media sites, digital marketing has rapidly relied on these sites and celebrities for, in these cases, free marketing.

One example of this is US brand, Arby’s tweet at the 2014 Grammy’s, which won the “tweet of the night” award according to Adweek. This one tweet alone generated 81,764 retweets and 48,437 favourites.

Screen Shot 2014-09-05 at 9.25.44 am

Later, at the Oscar’s, Arby’s tweeted that it had in fact purchased Pharrell’s fedora off eBay for US$44,000, with all money going to Pharrell’s charity.

Sticking with the Grammy’s and Twitter theme, did you know that the Ellen Degeneres selfie was taken with a Samsung Galaxy? Neither did I, but it broke the record for the most retweeted photo on Twitter. Even though it wasn’t shoving the Samsung brand in your face, it garnered enough ‘free’ attention through film and television stars for Apple to turn around and stress their need for someone to creatively expose Apple products among users in film and television! (Now when i say free, they definitely would have paid to have the Samsung Galaxy at the event)

Screen Shot 2014-09-05 at 9.36.36 am

Lastly, Everytown For Gun Safety (www.everytown.org) is a gun safety movement in America working together to end gun violence and build safer towns. With over 2 million supporters, Everytown has helped make changes that will save lives. This was enhanced in 2012 with their moving “Demand A Plan” video, featuring a huge amount of well-known American celebrities – take a look.

The free use of social media has allowed smart brands like Arby’s and Samsung to utilise celebrity involvement without having to pay for it. We also see celebrities taking time out of their lives to promote better society through not-for-profit organisations.

Food for thought: Do celebrity involvements (and/or endorsements) make you more willing to purchase products or donate to an organisation? 

 

Wotif.com – the good and the internationally challenging

Wotif.com was created in Brisbane, Australia in 2000. If you don’t know what the company does, it is an online accommodation booking website and by 2012 it was a market leader with revenues of $145 million (AUD) and net profit of $28 million (AUD). It’s competitors include booking.com, expedia.com, priceline.com and even airbnb.com among many, many others worldwide.

Good news or bad news first? Let’s end with the good.

 Screen Shot 2014-08-27 at 4.07.07 pm

Bad:
Now when i say ‘bad’ it’s not completely business-ruining information, however my point has relevance to the way Wotif’s digital marketing is run. (They have however, lost market share in Australia in the past 2 years)

287833-809a00a6-21f0-11e4-b916-593f0283aa25

What did they do? (or didn’t)

– Wotif expanded their international digital marketing strategy by surpassing national borders and national culture with their value proposition in the online hotel booking industry.

– This inevitably led Wotif to adapt to the different cultures and target markets, yet they did little to address this which is enhanced by their low international market shares (see below).

– They don’t have a “change of language” option on their website, and on top of this, they have been criticised for using standardised marketing approaches across many cultures without any consideration for differences.

– Wotif’s ‘blue sky’ for expansion is focussed on Asia, however the Asian market share for Wotif is only 10.3% and to be successful in doing so, Wotif will need to adapt it’s website and other applications to suit non-English speaking consumers. 

Screen Shot 2014-08-27 at 3.54.42 pm

Did you know? 

Australia and New Zealand hold 84.8% of Wotif’s market share with only 10.3% in Asia and 3-5% in the rest of the world.

So, this being said, we can focus on how their digital marketing has been so GOOD in Australia and New Zealand.

wotif deal ditch

Good:

– Wotif use an e-direct marketing communication tool called Wotmail, which is continually adapting to changes in the market and they released a smartphone application, making it even easier to book hotels.

– Wotmail however is only targeted at it’s ‘smartphone savvy’ consumer base in Australia and New Zealand.

– Moreover, Wotif just released their huge social media campaign, Wotifia (see video), where you can get a chance to win a $50,000 passport by entering and liking them on Facebook, Twitter, Instagram and Google+.

Screen Shot 2014-08-27 at 3.47.09 pm

– They’ve also released special weekly offers for their likers and followers on Facebook, Twitter, Instagram and the like, and it’s super easy to enter – www. wotifia.com.au

Screen Shot 2014-08-27 at 3.40.50 pm

Concluding thoughts

– Wotif need to be more cultural in its global digital marketing campaigns, especially if they are trying to break into the Asian market. (only 10% market share in Asia)

– They have however, released successful campaigns in Australia and New Zealand including their recent social media campaign with ‘the World of Wotifia’. (large market share in Australia and New Zealand)

What do you think Wotif needs to do to gain market share in Asia and even gain back what they’ve lost in Australia? And, do you agree with me? 🙂

Sources: http://moodle.vle.monash.edu/pluginfile.php/2539434/mod_resource/content/1/Week5%20Wotif%20case.pdf

 

Ice Ice Baby #icebucketchallenge

Screen Shot 2014-08-21 at 4.01.05 pm

Pouring ice all over your head sound appealing? It is when it’s raising millions of dollars for the not for profit organisation – ALS.

What on earth is ALS? Amyotrophic Lateral Sclerosis. In other words, a disease that affects nerve cells in the brain and spinal chord with no known cure or reverse medication. And, what a better way than to raise awareness and money for this cause than by challenging people to tip a bucket of ice over their heads.

ice bucket charmandar

RULES:

1. Film yourself pouring a bucket of ice water over your head

2. Nominate three people to participate next (they have 24 hours to complete the challenge)

3. Donate!

Since July 29, this challenge has gone viral on a global scale. Numerous celebrities such as Oprah, Charlie Sheen, Bill Gates, George Bush, LeBron James and Lady Gaga have participated, with a nomination even sent out to Vladimir Putin! Over 600,000 new donors have contributed to the staggering $31.5 million donated in the past 4 weeks, some Americans calling it the “social media hit of the summer”.

One of my favourites is Charlie Sheen’s attempt to ‘make it rain’:

Social media, along with celebrities, has played a vital role in spreading the ALS awareness campaign. This just goes to show that even a not for profit organisation, with the right message and the right campaign, can gain mass awareness and donations through the use of digital marketing.

Another favourite ice bucket challenge was Paul Bissonnette’s:

Now this whole process may sound familiar with the “Neknomination” skulling challenge that went viral last year. To my knowledge that raised $0 and 0 cents for no charity, and we learnt nothing but how fast the next guy could skull some alcohol – whilst fun – not really helpful. There was however an Australian Cancer Council campaign called the “No-make up selfie” (pretty self-explanatory) that also went viral earlier this year in March, raising over $47,000 in just a few weeks. 

If anyone is interested in donating or just more information on ALS go to http://www.alsa.org

Screen Shot 2014-08-21 at 5.11.26 pm

Have you done the ice bucket challenge? If so, comment your url below!

 

Dominos – Pizza Mogul

“Create a pizza. Get a slice of the profit.”

Screen Shot 2014-08-14 at 4.47.27 pm 

If pizza wasn’t the craze for you, it’s about to be with Domino’s new Pizza Mogul marketing campaign. Any average joe with a mobile phone can get involved by creating, sharing and earning on the Pizza Mogul website – https://www.pizzamogul.com.au/#!/home – and this is how.

1. Create!

Anyone who signs up to the Pizza Mogul website can start creating their own pizza combinations through their Pizza Chef program. How innovative and what a fun way of making pizza!

Screen Shot 2014-08-14 at 4.46.23 pm 

2. Share!

The next task is to share your creation via any forms of social media including Facebook, Instagram, Twitter – the more the merrier! The aim is to get as many people as you can to buy your creation so that you can…..

Screen Shot 2014-08-14 at 4.46.11 pm

3. Earn!

As Domino’s founder Don Meij said, “It’s people-power pizza, the power of social. We give them the money we would normally pay on advertising to try and create a market”. And that’s exactly what they do. Each mogul earns between 25c and $3.25 per pizza sold, depending on the amount of toppings.

 Screen Shot 2014-08-14 at 4.45.55 pm

And if that wasn’t informative enough here is a video of Domino’s new campaign as shown on A Current Affair on channel 9.

Domino’s have brought this campaign out, proving a whole new way of marketing in the fast food industry. It brings a new meaning to the term ‘the power of the people’ and highlights innovation and forward thinking. I know it definitely caught my ‘marketing’ attention and I thought it very fitting to share it with all my digital marketing friends! 

So, my FOOD for thought (mm pizza!) this week is: Would you consider this as a money-earning hobby? And, what would your ideal pizza be?!

blog 4

Sources:

https://www.pizzamogul.com.au/#!/home

http://m.couriermail.com.au/news/queensland/nathan-daniel-and-paige-bloomfield-work-dominos-pizza-mogul-scheme/story-fnihsrf2-1227022300924?nk=3b19453464a987800d1699af8d4b5f6e