Categories
初 | hygiene | 기본

Links of the day | 在网上找到

Reading Time: 2 minutes

Build them and they will come | The Economist – or how AirBnB doesn’t make much of a difference in London due to structural issues

IBM’s Supercomputer is Controlling a Massive Virtual Reality Game, and They Need Beta Testers – In Brief This virtual reality game will be powered by cognitive computing and cloud technology. And they are seeking beta testers.

Porn Industry Uses Airbnb, Rental Houses for Filming | NBC Southern California – Nearly four years after Los Angeles County passed new requirements for pornographic performers, the porn industry has spread to nearby counties like Ventura County and much of the filming is done via AirBnB. The irony of the gig economy supporting another gig economy business isn’t lost on me. More adult entertainment industry related posts here. I wouldn’t be surprised if film and TV didn’t follow suit for non-studio shoots

WhatsApp to end support for BlackBerry, Nokia, and other older operating systems by the end of 2016 | VentureBeat | Mobile | by Paul Sawers – WhatsApp is to cease support for a number of operating systems by the end of 2016, the company announced yesterday. This is the point at which the old mobile eco-system finally handed over to Android and iOS

Disney World and Disneyland Introduce Demand-Based Pricing | TIME – there is only so far that you can go with sophisticated queue engineering and Disney’s moves indicated that it has tapped out service design innovation

Norway Becomes First NATO Country To Accuse China of Stealing Military Secrets – what’s interesting is why they’ve gone there.

The art of wellbeing at work | McKinsey – modern technology apparently leaves us exhausted, eerily prescient when one things about Zoom and similar app adoption (PDF)

Music’s Role In Digital Content Is Small And Shrinking | Music Industry Blog – and the music industry’s major labels only has itself to blame

Categories
传播媒体 | media | 미디어 创造力 | innovation | 독창성 台湾 | taiwan | 대만 商业 | business | 상업 在线 | online | 온라인으로 小工具 | gadget | 가제트 工艺学 | technology | 기술 市场营销 | marketing | 마케팅 思想 | ideas | 생각 无线网络 | wireless |무선 네트워크 消费者行为 | consumer behaviour | 소비자 행동 电信 | telecoms | 통신 铭记 | branding | 브랜드 마케팅 한국 | korea | 韩国

MWC 2016 as a case study on talkability, brand mentions and brand performance

Reading Time: 2 minutes

Mobile World Congress (or in industry parlance MWC 2016) is where the telecoms industry goes to set out its stand. It has gradually changed from being a conference where the big issues of the day are hashed out, to more of a trade show a la CES or CeBIT.

From a brand point of view, it was of interest to me for two reasons:

  • It offers largely culture neutral brand discussions, many of which occur online
  • I have an interest, having worked on a few mobile brands during my agency career (Palm, Ericsson, Verizon Wireless, Samsung, Qualcomm, Telenor Myanmar and Huawei)
MWC 2016 – mobile device brands from Ged Carroll

I pulled this slide ware together for a talk I am giving at an internal event at an agency.

The first data that I have put together is looking at the amount of mentions that occurred regardless of the channel. It is a relatively easy data point to pull out of monitoring systems very quickly.

Obviously the value of mentions will depend on how many people view them, what is the context that the mention appears in. What was the content around it? Who said it, are they expert or trustworthy? So looking purely at the number of mentions would be crude, offering little value apart from nice PowerPoint slides.

Breaking the mentions down by platform gives an idea of relative marketing communications competencies of brands. So looking at Huawei and Xiaomi shows contrasting approach to building talkability and conversations. Huawei focuses on traditional media channels where as Xiaomi focuses on social.

By comparison LG and Samsung seem to have a more holistic approach.

I then moved on beyond the mention data to try and look at relative authority of whoever mentioned the brand and looking at the relative distribution by brand and channel.

I had done some initial analysis on the event in general here. These numbers showed how well brands had built high authority communities and the discussions around them.

What was quite surprising was the polarised authority of mainstream media sources. Newswire syndication had destroyed authority of many online traditional media channels. A second cross brand observation was the relatively low authority of the blogosphere.

These slides only start to delve into understanding talkability and are time consuming to create in comparison to looking at raw mention numbers, but offer superior strategic insight for both earned and paid media approaches for future launches.

I did some broad profiling of online conversations around MWC here.

Categories
初 | hygiene | 기본

Links of the day | 在网上找到

Reading Time: < 1 minute

Demand for heat pipes for smartphones may emerge – DigiTimes – suggests a lack of die size and power saving improvements. Interesting technology through. Will heat pipes for smartphones reduce the localisation of heat on shells and how will cases affect their efficacy?

Facebook Officially Launches Canvas Ads That Load Full-Screen Rich Media Pages In-App | TechCrunch – Instant Articles, meet Instant Ads. Facebook wants to give advertisers an immersive way to reach people without making them leave the social network

Most Germans Think the Press Is Lying to Them About Refugees – SPIEGEL ONLINE – as if the media doesn’t have enough on its plate, a lack of belief in its core proposition could kill it entirely. More German related topics here

Reactions: Not everything in life is Likable — Facebook Design — Medium – interesting breakdown in methodology

Warner Bros to buy Korean-focused DramaFever – BBC News – they have been taking a kicking from Viki (Korean based) owned by Rakuten