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Talking Big Data and Tools for PR Week US Virtual Event

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Those fabulous people at PR Week in the US have kindly asked me to speak on a panel at their virtual event tomorrow on: Navigating the Maze of Data Collection

Here’s the blurb:

The avenues through which you can glean data from consumers are endless. Numerous tools exist to measure how people interact with your website. For shared channels, free tools offer insight and analysis into how communities react to your content. Traditional tactics such as focus groups and surveys still have a place in the data-collection playbook. Then there are products that talk back, location-based data, and so much more.

PRWeek’s Gideon Fidelzeid moderates a discussion with leading experts from agencies, corporations, and measurement companies on identifying the best sources of data for your particular brand or program.
Panelists include Mel Carson, former Microsoft Digital Evangelist & founder of
Delightful Communications, Nils Mork-Ulnes, VP of insights and analytics at Beyond, and Frank Strong, PR director at Vocus.

I’m really grateful to Steve Barrett for giving me this opportunity to rub shoulders with PR industry luminaries and veterans less than a month after Delightful launched.

Let’s hope I do him (and me) proud!

The date is October 25th and the time of my session is 1.40pm EST – please register here!

If you know anyone who might be interested in a lively discussion on big data and tools, then please share this post using the social media buttons.

See you there….virtually!

Mel

Online Brand Management Strategies and Twitter Customer Service – Speaking at Pubcon 2012

Vegas Baby!

On my way to Las Vegas next week for the fabulous conference that is Pubcon run by the equally fabulous Brett Tabke and co.

I’ll be there with Dixon Jones representing Majestic SEO (see my latest post for them on removing Google penalties)  and I’ll be speaking on back to back panels on Thursday on Online Brand Management Studies and Twitter Customer Service Strategies.

I’ve not been for a few years, so really looking forward to getting back into that scene and catching up with old friends and colleagues!

If you’re going, come and visit the Majestic SEO stand and see our new fancy video!

Play the New James Bond “Skyfall” Movie Heineken Ad & Facebook Game

As anticipation for the James Bond movie “Skyfall” grows, Heineken have worked with the franchise to produce a minute-long spot which includes a case of (not beer) but mistaken identity.

At the end of the trailer is social media call to action to visit a nifty Facebook app game called “Crack the Case”, which keeps your attention for a good 3 or 4 minutes as you have to carry out a couple of tasks to get to the end of the adventure.

It’s actually very good quality, quick to get around and great fun.

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When the game is over you get pushed through to yet another experience:

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Heineken Spysight is a mobile app game which continues the spy theme with users needing to complete each level in 30 seconds.

Again, a quick easy and fun plaything that just keeps the engagement with the brewer going and going. There’s no social buttons on the mobile app page though. Some say they like to drive downloads but I think there’s room for the ability to share, especially something like this.

That’s the end of this marketing mission!

Just don’t shake or stir their beer.

Mr. Bond would not have been expecting that!

Deconstructed: iPhone 5 Pre-Order Email is Simple & Beautiful

 

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Apple’s marketing machine kicked in this morning with an email blast to subscribers prompting them to pre-order the new iPhone 5 we’ve all been hearing so much about.

Now as a former Microsoft guy, my love for the Windows Phone has not gone unsaid, and I’m glad my wife’s still at Microsoft after yesterday’s news about Windows 8 Phone and Surface, but there has to be something said about what we can all learn from Apple marketing.

  • The email arrives and the subject line is “Pre-order your iPhone 5.” It’s a simple call-to-action but they say YOUR iPhone 5. They imply there’s one waiting for just for me. I just have to click the button and its awesome deliciousness is all mine.
  • They also end the subject line with a full stop. Who ends subject lines of emails with full stops (or periods if you’re reading this in the US)? Who? Take a look at your inbox now and other than the odd ? or !, where are the .’s? It says to me “order you new phone full stop, period. That’s all you need to do and your world will be more complete.”
  • The image within the email is gorgeous too. They tilt it slightly to show off the new thinness and the silky black curves. But it’s also tilted because it’s not quite yours yet. You have to click through to the video and eventually order it to get the full-frontal experience.
  • The standout call-to-action is to simply pre-order it. But remember, Apple will get lots of publicity from the queues that will no-doubt snake around the blocks of every Apple Store in the world from September 21st, so they give you the option to be a part of that experience too.
  • Then there’s the video. You’ll watch this whether you order it or not, because it’s a visual feast that talks about the design and features and takes you into Jony Ives’ world as he describes the blow by blow of how your device is made.
  • I’m not a fan of the tagline, “The biggest thing…” etc. Why bother with that? It might have been stronger to not have a tagline and say “iPhone 5” and imply “enough said!”

The reason I wanted to write about the iPhone 5 pre-order email, is that too often marketers feel the need to cram in too much information, too many calls to action and too few smart teasers.

The Apple example is a perfect email marketing campaign execution by keeping things simple, having a desired outcome, and providing the receiver with little option but to take action or explore further.

Will I be ordering an iPhone 5 as a result?

No.

But I’ve spent enough time thinking and writing about them today, and you’re reading this, so they’ve got their ROI from us have they not?

Cheers,

Mel

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Speaking on “Being Unexpected” at Tradedoubler Connect 2012

My first speaking engagement after the launch of Delightful Communications will be at the Tradedoubler Connect 2012 event in London on 20th September.

The keynote speech will end the day with me telling Tales of the Digitally Unexpected.

Essentially, I’ll be regaling entertaining stories about how advertisers are keeping consumers interested and delighted by being smart about how and when they engage with them through digital channels.

Authority and Passion – Welcome to the Delightful Communications Blog!

Well you have to start a new business blog somewhere, and seeing as Delightful Communications is all about digital marketing, PR and social media, a quote from Hugh MacLeod and Gapingvoid seemed very appropriate.

After 7 years blogging for Microsoft Advertising, Brand Republic, my personal site, and countless guest posts elsewhere, I’ve not lost any of my passion for the online marketing industry. And 12 years in search marketing, online advertising and social media on both sides of the Atlantic has helped usher me towards “authority” status, backed up by nice things people have said about me after speaking at events.

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