The hype surrounding social media has failed to influence the majority of senior business managers, with research conducted by Interactive Intelligence showing that just 13 per cent regard speaking to customers and prospects through online communities as ‘high priority’.

Nearly half (48 per cent) of the 500 senior managers questioned failed to recognise how comments on social media increasingly define public perception of their company or brand.

In stark contrast, a previous YouGov and Interactive Intelligence survey conducted on a sample of the UK population in April 2011, revealed that 41 per cent of consumers who use social media are influenced by both positive and negative comments about a brand or company on social media sites

However, signs that the situation will be rectified are strong, with 70 per cent planning a strategy to monitor and respond to social media comments.

“Results from both of these surveys highlight a worrying gap between the customer and the company. Customers say they are influenced by comments made on social media channels, yet only six per cent of the managers surveyed felt comments posted on social media sites were ‘very influential’ to the perception of their company or brand,” said Dave Paulding, regional sales director UK for Interactive Intelligence.

Need help navigating your brand through the social media maze? Call us for examples of some of the great social media campaigns we’ve worked on and check out our recent blog on the role prizes can play.

 http://www.unmissable.com/blog/2011/10/do-prizes-have-a-place-on-twitter-and-facebook/

Interesting article on Marketing Week’s website today…

Facebook and Adobe are working together to attempt to demonstrate the monetary value of the “Like” button to brands.  The two companies are currently collaborating on Adobe’s SocialAnalytics tool, which aggregates conversations about brands on all social networks and measures them against business metrics such as revenue or brand value.

Marketers such as Kraft’s digital head Sonia Carter have previously said there is a “battle” to prove the value of social media campaigns to senior executves because it is difficult to prove a return on investment.

Facebook has given its API to Adobe so marketers can measure metrics such as the specific monetary value of each click of the Like button against certain content. Marketers can also determine which fans of the brand are the biggest influencers to others and have driven the most revenue to the company.

Adobe says it is the first tool that gives marketers a “causation” metric - rather than correlation - to assess the business value of social media campaigns. The tool also gives marketers access to data about the influence of other social media platforms such as Twitter and blogging site WordPress.

Chad Warren, senior manager of product marketing and social media at Adobe, says the companies have now managed to develop a tool in SocialAnalytics that “optimises the impact of the Like button”.

“At the moment lots of businesses use social dashboards, but they provide no insights, only trends, the business context is missing - how did [social media] get consumers closer to making a purchase decision,” he adds.

Facebook and Adobe have also collaborated to create a “best practice” guide for marketers to measure and optimise the button on their brand pages and websites. It gives guidance on where best to present the Like button on brand websites and how to measure ROI from each consumer click of the button.

Apple is pipped at the post as Stuff Magazine’s gadget of the year goes to Asus this year. Does that mean the prize of choice will be changing in the lead up to Christmas?

Gadget title Stuff magazine has stuffed it to Apple by awarding the Asus Eee Pad Transformer with its title of gadget of the year – ahead of the popular iPad2.

The hybrid device features a hybrid tablet screen and detachable keyboard which enables the unit to function both as a passive touchscreen and productive laptop.

This combination of features was sufficient to convince Stuff’s editors, that Asus were worthy of their accolade, despite the iPad2 being better than the Asus as a standalone tablet.

Stuff’s consulting editor Simon Osborne-Walker said of the winner: “Best tablet? No. Best netbook? Probably not. But as a combo of the two - awesome.”

In a further blow to Apple the magazine voted Samsung’s Galaxy S2 smartphone as phone of the year.

It wasn’t all bad news for the tech firm though; the iPad3 and MacBook Air were named most wanted future gadget and best computer by the magazine.

Article taken from The Drum, 3/11/11.

Fancy escaping from it all in a luxurious gated community in the wilderness? Fiddler Lake Resort provides a natural haven of  log cabin rental nested in the lower Laurentians. Walk through 250 acres of private natural forest! Sun bathe beside the pool, play a tennis game or  a canoe excursion on non-motorized Fiddler Lake.

Your chalet away from home features stone fireplaces, large screened porches, cathedral ceilings, heated floors, fully equipped kitchens and high-speed wireless internet.

Many of the chalets also have a six-person Jacuzzi, private sauna, barbeque and more! Best of all, at our chalet you’ll find all this luxury at an outstanding rate.

These chalets are perfect for skiing in the winter and enjoying a completely relaxing break away from the stresses of modern day life but filled with the perks.

The following article from The Drum suggests that it is definitely worth brands putting in the effort to get consumers to engage with them via social media…. 

“Study finds greater buying intent from those who follow brands on Twitter.

Consumers who elect to follow their favourite brands on Twitter are also more likely to both purchase and recommend that brands products – according to a study of online behaviour.

Nearly 1,500 consumers were studied for the survey which showed that 60% of those who followed the brand were more likely to recommend it, whilst 50% would be more likely to buy one of its products.

The survey, conducted by Chadwick Martin Bailey, found that only 21% of Twitter users currently follow brands on Twitter – with 79% of that number following 10 brands or less.

It has been estimated that 84% of followers passively read tweets posted by the brands they follow, with 23% actively tweeting about the brands.

Top 5 reasons to follow a brand:

• 64%: I am a customer of the company
• 61%: To be the first to know information about the brand
• 48%: To receive discounts and promotions
• 36%: To gain access to exclusive content
• 28%: To receive content/information to retweet and share with others”

Unmissable have worked on several successful campaigns which have incorporated a prize element to help brands connect with consumers and therefore encourage them to engage with their brands on Twitter or ‘like’ brands on facebook.  By uploading photos or videos, for example, as well as registering personal details brands cannot only learn a lot about their consumers but consumers will start to build a relationship with the brand which is key to long term loyalty.

Why not check out some of our recent case studies for examples:   http://www.unmissable.com/case-studies-imperial-leather-girls-night-in-pamper-hamper.php

The Good, The Bad & The Ugly

Even the most effective promotional marketing campaign can fall down because of problems with handling and fulfilment.  What do marketers need to be aware of?

Innovative and engaging promotions can definitely build brand awareness and drive sales: but if there is one element which has to be treated with extreme cared, it’s the consumer.

Brands and agencies are not just looking for someone who meets their own expectations when picking a handling and fulfilment provider: they need someone who can meet the consumer’s expectations.  One obvious place to start is by checking the experience and credentials of potential handling and fulfilment partners.

Justine Clement, managing director of prize and incentive company Unmissable says: “Can they give you examples of what they’ve handled well and can they back this up with client testimonials?  Reputation is everything.  Ask around, and check as you go along what the handling processes and measures will be”.

Elena Bueno-Davies of fixed fee company Forotorama, a major user of handling and fulfillment services agrees: “Don’t be afraid to audit the handling facility, even putting a clause in the handling agreement that allows you to check the promotion at various stages”.

There are also industry standards tat should provide solid evidence of the ability of the handling house.

Price constrictions also play a part in the handling of the prize itself – details that brands and agencies shouldn’t overlook.  With respect to the prize handling aspect of a promotion, brands want to make sure that the item arrives safely and in good condition.

But in order to do that, they need to build that demand in at the planning stage, when it’s all on a budget spreadsheet.  Packaging costs are often screwed right down, with little consideration to the impact on the physical promotion once it is actually up and running. Don’t cut corners on the packaging!

Brands and agencies need to make sure handling houses can be flexible in dealing with any issues that arise during promotions.  Again, that can mean agencies and brand owners will need to provide input early on in the process.

Fast responses can avoid PR disasters as “poor handling of consumer issues can quickly escalate” says Justine Clement at Unmissable.  “With the rise and integration of social media campaigns, the potential for negative exposure for the brand is huge and far reaching.  Therefore brands need to think carefully about who they are using to fulfil and liaise with their winners.  Those with experience of what could go wrong if the correct procedures are not put in place are of course the ones to use”.

Most consumers have access to social media sites – so never has it been more important to get things right than now, when a poor experience can go viral in minutes.

Source: Promotional Marketing Magazine - Handling & Fulfilment supplement

Green shoots for the Irish PR Industry. The 2011 IMJ (Irish Marketing Journal) PR Survey shows that many agencies appear to have dealt with the downturn reasonably well.

The sector is worth around €40million and employs around 1,400 people. Like the rest of the wider marketing communications industry in Ireland, it’s had its’ fair share of challenges, but now after a difficult few years, PR agencies are hiring again.

Whilst government business has shrunk, the rapidly emerging social media scene has proven to be a godsend for many firms. Pat Walsh, Managing Director of Murray Consultants, the largest PR business in the country, is convinced that although market conditions remain challenging, there is demand for strategic communications that are seen as adding value for clients.

Mari O’Leary, Managing Director of O’Leary PR, is convinced that the industry would benefit from companies investing more of their marketing budgets below the line “which is happening across a number of sectors” and that a back-to-basics attitude - coupled with experience - will equip the industry for the challenges of the next year.

Fulfilment is the act of bringing something to completion or fruition and therefore fundamental in any sales promotion activity; however despite this, handling and fulfilment is not often given the attention it deserves.

Everyone is aware that consumers are getting more and more demanding but the point you do need to keep on top of is the speed at which they can now make their demands and the size of the audience with which they can share those demands. 

Managing these demands effectively is the key to avoiding a negative impact on the brand’s reputation and the success of the campaign.  Different campaigns will undoubtedly require different approaches.  For example, it would be foolish to have one to one phone contact with thousands of winners receiving a bottle of champagne and it would be equally inappropriate for a winner receiving a tailor-made trip of a lifetime not to receive a constant point of contact and be hand held throughout their prize experience. One thing does not change however, and that is the importance of having an expert involved in this process.

Notifying winners in writing or by telephone within 24 hours to congratulate them on the brand’s behalf, offering winner’s a personal point of contact throughout, responding promptly to their queries, managing their expectations and encouraging them to feedback to us are all part and parcel of what Unmissable do.  It’s at the very heart of the service we provide and it really is the key to ensuring your promotion is a success from everyone’s point of view.

Over and above this adapting to changing mechanics, meeting extreme deadlines and being flexible in extreme circumstances are all part of the job description for a Prize Winner Manager.  And, should a problem arise, such as a winner being due to travel the day an airline strikes, well they are there to resolve those instantly too without cause for fuss or alarm.

Now for the most important bit… what does all this mean to you? 

Primarily it saves you the very thing you are most short of – time.  Once one campaign is live you should be planning the next not preparing for dealing with several winners. 

In addition to this, it saves you the very phone call you do not want – an aggravated winner.  Quite frankly there is little worse but if the handling and fulfilment is taken care of properly from the outset then everyone should be happy.

Furthermore, it saves you the very thing you fear most – a disastrous campaign remembered for all of the wrong reasons!  Instead you want to know winners are speaking to friends who are speaking to more friends and that all those people now have a connection with your brand and, if a prize experience is handled well, this is exactly what should happen.

The widely held belief that cash incentive awards are always the most effective employee motivator has been questioned in a new research review conducted by the Incentive Research Foundation  (IRF) and the Incentive Federation.  Examining a wide variety of studies in various industries, the audit found that non-cash awards can actually capture an employee’s imagination better than cash – thereby motivating them to increase performance.

For business executives focused on the bottom line this study proves extremely valuable and forces the question, “Does your company have the right award mix in place?”   

“When used properly non-cash awards, like merchandise and travel, have indeed proven to be more effective and therefore more efficient than traditional forms of compensation when used properly in a total-rewards mix,” said IRF President Melissa Van Dyke .  “Our research review showed that non-cash’s influence over people can often be more powerful—and as such more profitable—than cash alternatives.  Van Dyke said non-cash incentives such as travel, entertainment and merchandise, are being increasingly used by smart businesses as a way to control spending and motivate employees. “It is a real competitive tool in an economy defined by growing austerity,” says Van Dyke.

According to Incentive Federation  Chairman Karen Renk, it is incumbent on the incentive and recognition community to teach the nuts and bolts of non-cash strategies to business leaders and demonstrate how they can serve in a game-changing way.  “The current business economy is challenging everyone,” said Renk. “Like any other business expense, the funding of reward programs attracts intense scrutiny from business leaders looking to slash costs. For that reason the importance of these findings cannot be over stressed:  travel and merchandise awards often produce greater bottom-line benefits than other incentive alternatives. It is nothing short of a game changer.”

Jeff Broudy , chairman of the IRF board of trustees, concurs. He said such measurable outcomes include increased sales, decreased waste and reduced absenteeism.

“Tangible awards capture employee attention,” Broudy said. “That attention yields better performance and drives several practical business outcomes. The old notion that cash is preferred by employees and is therefore always more impactful is not true. Businesses need to change with the times and their awards strategies must as well.”

Unmissable is always happy to bring this research and these results to life with some bespoke examples – let us know how we can assist to make your next reward programme really stand out from the crowd and most importantly, as effective as possible.

Timing: Winter themed promotions would generally run during the months of November to April.  If you plan to use travel as an incentive for customers to buy your brand, then get good advice on what countries work well and are appealing during these periods (Europe is less, Dubai is more for example).  If you aren’t planning travel then think about topical, appealing concepts that work in the winter months as these can be quite different to those that work in the summer. For example, a garden makeover or entry to theme parks just isn’t going to be practical, with gardens waterlogged or iced over and theme parks often closed.

Target audience: There’s no point in offering an all singing, all dancing trip to Iceland, packed with activities such as skidooing & 4 x 4 ice racing if the target audience is mums with young children.  It’s just not going to hit the spot.  However, with a slight change of emphasis you can turn Iceland into a young mums dream trip; one which will catch their eye and make them buy.  Reindeer rides for the kiddies and spas for tired mums are far more likely to appeal. So don’t just think of a great location, target each activity to your audience.  Family aimed incentives require thought depending on the age of the children you are trying to target.  For example, can they be left of their own (to take part in a Hamley’s sleepover for example) or do the parents need to be with them onsite?

Think ahead: Historically, activity for winter was researched either the autumn before, or at the latest, at the beginning of the summer.  Nowadays, timings are much tighter and activity is organised much later.  But you’ll reap the benefits from giving yourself enough time to research what will work for your audience and the medium you are using, particularly if you are looking to tie in with an event that happens once a year with limited availability.  A good prize agency will be able to give you more options if you give them more time.  Whilst they should also be able to get you hard-to-find- tickets, it’s likely to cost you more the later you leave it, so plan ahead to get the best rates.
Logistics:  Winter weather means unpredictability, particularly now that us Brits are suffering increasingly harsh winters and snowfall.  Ensure you employ a prize agency who can deal expertly with crisis management, particularly around travel based prizes.  So should winners get stranded, either here or at their destination, they are looked after and either brought back safely or their prize re-organised.

Communication:  If you’re running a promotion over the winter months, make sure your winners have enough time to take their seasonal based prize, particularly if it’s for a family who have limited periods off work/out of school.  Otherwise, ensure you give them the next season to take it too. This means they aren’t rushing to squeeze it in. Don’t make them work around your schedule, think carefully and plan carefully to enable the winners to make the most of their brand experience.

Top winter ideas

Cuba:  Cool, aspirational, hot & has a ‘see it before it changes’ appeal.  Just announced are plans to allow Cubans to purchase new cars (previously banned).  This marks the end of some Cuban classics and will change the face of Havana forever.  Packs a punch and appeals to all audiences, even families if you add in the right activities.
The Highlands:  Best for action and male/25-45 range audiences.   Adventures such as mountain biking on the Nevis range, a daylong photography course with an expert, half day Land Rover safari and for a bit of a laugh, even a Segway excursion.  Due to the location, this won’t blow the budget.

Skiing:  Broad appeal and suitable for couples, friends & families. We’ll find you something for your budget and something that little bit different.  How about a chalet with an outdoor pool room with chandaliers and a cinema-sized video screen for example?  Ski clinics can be added in for all abilities so that you’ve got a winning combination that really appeals.

Win a prize a month to get you through winter:  This one has to be timed right, so perhaps a Facebook competition whereby the winners come through quickly.  We’d suggest a host of treats & activities to perk winners up each month and in line with your budget.  Magical weekends away, organic food deliveries, luxury spa days, jump the queue passes to top exhibitions, everything you need for a pamper or a boys night in, tickets to concerts and perhaps even a trip to a Christmas market with some spending money thrown in.  The choice is endless and the prizes are completely bespoke to your requirements

A designer bike to beat the winter blues – We love a great bike, it signifies freedom and independance.  This one (pictured) is bold, beautiful and its very eye-catching.  This bike will take bicycle design to the limit by producing new shapes and forms, yet still be rideable.

Sunset over Mont Blanc in a private helicopter - Mont Blanc is the highest mountain in Europe and towers over the Alps and the mountain resort of Chamonix. This provides a once in a lifetime chance to enjoy a private helicopter flight to the summit at sunrise. A thrilling wow factor winter ride that takes you over some of the stunning ridges and rock formations such as the Aiguille Verte to the majestic peak.

Call us if you need any help on winter prize ideas or further tips