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Christian Dougoud
Web geek, expat in China 2007-2012, and proud husband of a Scott raised in Hong-Kong
Web geek, expat in China 2007-2012, and proud husband of a Scott raised in Hong-Kong
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Digital FAQ: What is the Facebook Lookalike targetting and how does it work?

A lookalike audience ¡s exactly what it sounds like, an audience of users generated by Facebook that best-matches your imported contact list.
Facebook examines demographic similarities like age segment, gender and location as well as precise interests and broad categories. An algorithm within Facebook matches those demographic details with existing Facebook users and finds the best possible match for your next ad.

#Facebook #paidsocial  

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2014 Digital trends as featured in the Adobe report:

Customer experience is the single most exciting opportunity for 2014
In the world of B2B, content is king
Customer experience is the single most exciting opportunity for 2014
In the world of B2B, content is king
A year of experimentation and agility
Consumer expectations outpace corporate innovations
Evolving role for email as marketers seek to engage with millennials
Technology brings efficiency and immediacy to display advertising
Marketers fit for the future need to find the balance between extremes
Companies focus on harmonising cross-channel messaging and experience
Mobile has won... the time for procrastination is over
Content, mobile and social will become business as usual

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What are the best series on Netflix?

- Breaking Bad
- House of Cards

What's yours?

2014 trends 'China, India, Big data & mobile"

Here is a digest of an interview of four London Business School professors: Julian Birkinshaw, Nirmalya Kumar, Costas Markides and Andrew Scott for their 2014 predictions

Nirmalya Kumar, Professor of Marketing at London Business School.

I see two big issues in 2014: 
The first is that as growth slows in major emerging markets like China and India, companies are going to have to segment these markets more finely. The easy market segments are already penetrated and to get further sales growth in these markets, companies will have to dig deeper – beyond the Tier One and Two cities in China and the rural markets in India. And, more in general, from BRIC focus to other emerging markets such as Africa. One sees hopes of a comeback in USA and Europe which means firms will have to refocus to some extent on these markets too. Getting growth will be a tough slog.

Secondly a greater reliance on “big data” where the focus moves from "wow isn’t it great we have all this data" to "how do we use it to help make better informed decisions". Analysis of this data requires the combination of hard statistical skills with softer managerial skill of knowing the right questions. Sooner or later, consumers are going to become aware of the huge amount of data that they are sharing without knowing. This is going to lead to a predictable fight for regulation on privacy concerns.

Costas Markides, Robert P Bauman Chair in Strategic Leadership; Professor of Strategy and Entreprenuership at London Business School

Traditional strategy is dead — welcome to the social era.
The technologies and innovations of the social era (such as the internet, social media, crowdfunding, crowdsourcing, etc) have introduced radical changes in how we do business. As we enter 2014, companies around the world will be confronting a number of new challenges, including the following:

Julian Birkinshaw, London Business School - Strategy and Entrepreneurship
"...Attention will turn to companies with real business models and solid cashflows, following the successful IPOs of the Royal Mail and Merlin. There could also be a return to merger mania, with big deals now looking highly plausible in the worlds of banking, pharmaceuticals and telecoms.

The mobile industry will continue to capture more than its share of the headlines in 2014. History will repeat itself in the operating system standards war. Google’s Android will continue to increase its market share, as long as Samsung stays on board. Apple’s closed system will lose ground. Blackberry will die out. The big question market is Microsoft/Nokia’s Windows 8 system, and my hunch is it will make a comeback, with Microsoft continuing to throw money at it, until it secures second-place in the smartphone market.

It took me a while to go through the 26 interviews made by Ekaterina in her "2014 Digital Trends And Predictions From Marketing Thought Leaders" article in Forbes. I hope this summary in 11 bite-size quotes will help you make sense of digital in 2014 and inspire you to reach new heights in your own business.


1) "In 2014, the Marketing Department will fall out of love with social media and responsibility for the medium will shift even further into other corners of the organization, such as PR and Customer Service.
Augie Ray, former Forrester analyst and Voice of Customer professional
 2)"2012 was the year of acquisition, large fan/follower numbers, and fast-growing communities.
2013 was a year of engagement and content optimization: marketers realized that vanity numbers were not enough, that to continue to show real growth and solid KPIs they needed to engage their communities in a more meaningful way.
2014 will be a year of advocacy: marketers realizing that with growth of their social communities stagnating and the big content machine churning 24/7 they need a more cost-effective and more impactful way to reach current and new customers long-term in a sustainable way. "
Mark Curtis, CEO of BRANDERATI

3) "One of the biggest trends I am seeing involves brands acting as producers – going beyond the publisher mentality and setting up newsrooms and production studios."
Michael Brenner, Vice President of Global Marketing at SAP
 4) "In 2014, we will see increased pressures on companies of all sizes to pay to sponsor their posts to get more visibility, as getting consumers’ attention in social media becomes increasingly difficult. This will be hardest on small businesses, who obviously have fewer resources than big brands. Social media will increasingly become a pay-to-play channel."
Dave Kerpen, CEO of Likeable Local
5) "If 2013 showed us anything it’s that content is king and in 2014 those who use it wisely in their marketing plans will succeed. Marketers can capitalize on content in the upcoming year by making it compatible across all screens and distributing across their social platforms."
Jeffrey Hayzlett, primetime television show host on Bloomberg
6) "In 2014, the amount of data created will provide a treasure trove of insights for marketers. Not only does it let marketers know where their customers are but when and how fast. Obviously there is a huge risk here given the sensitivity of the data but the trick here is for marketers to provide the right value in exchange for this invaluable data."
Aaron Strout, Managing Director at W2O Group
7) "In 2014 expect to see companies leverage communities as a forum for customers to share their voice and also get answers to their most pressing questions from not only their peers, but also support and product experts at their vendor of choice."
Vala Afshar, Chief Marketing Officer for Extreme Networks
8) "Led by news/information websites (including Forbes) and fueled by social networks like Facebook, Twitter, Linkedin, Instagram and Pinterest, native adverting is back and 2014 will be the year that Advertorial 2.0 becomes a major part of the marketing mix for most companies. This has far-reaching implications for consumers, authenticity, journalism, marketing budgets, and the role of agencies and whether the future is more “social” or more “media.” I’m betting on the latter."
Jay Baer, digital marketing consultant and author of the NYT bestseller Youtility
9) "In 2014, branded content marketing will be everywhere.  You’ll see more brands launch their own content platforms, similar to what we’ve already seen with P&G, Adobe and Coca-Cola.  But it won’t stop there.  Native advertising continues to roll and we’ll be seeing more branded content in our favorite media platforms as well."
Joe Pulizzi, founder of Content Marketing Institute

10) "Marketers begin to understand the value of reaching people while they are walking or driving via audio content."
Michael Stelzner, founder of Social Media Examiner
11) "We already know that we don’t search for content now, content finds you. In 2014, we’re going to start seeing how brands and products find you."
Ragy Thomas, CEO and founder of Sprinklr

Twitter stats -

1. Twitter engagement for brands is 17% higher on weekends
2. Tweets with image links get 2x the engagement rate of those without
3. Tweets with less than 100 characters get 17% more engagement
4. Twitter’s fastest growing demographic is 55–64 year-olds
5. Tweets with hashtags get 2x more engagement
6. 66% of user-generated tweets that mention brands come from mobile users
7. Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute
8. Amplifiers are 122% more likely to send direct messages
9. Your tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet”
10. Tweets that include links are 86% more likely to be retweeted

Here are 4 examples of how foreign brands use Wechat to market their products in China.*

Durex uses WeChat in a culture where public discussion about private issues is uncommon. Fans curious about love, sex and relationships get a response from a real person, even at 2 a.m. "We try to be there when you expect a friend to be there for you," said Ben Wilson, marketing director for Reckitt Benckiser in China. Each week, a "newsletter" of Q-and-As is sent to Durex's WeChat friends.

Tens of thousands flocked to Nike's Festival of Sport last summer, sampling everything from skateboarding to football to golf.
AKQA created a badge-collection system using WeChat's QR-code scanner, replacing a paper passport. Fans completing certain challenges could win a chance to meet stars like LeBron James.

London Olympics competitions largely took place in the middle of the night in China. So Intel hired two celebrity hosts to provide audio updates three times a day. Each morning, they summarized the previous night's events. At lunchtime, fans were given an Olympics or Intel-related contest question. In the evening, the hosts announced winners along with another sports update.

To reach customers through music, Starbucks asked fans: "How are you feeling today?" They responded with an emoticon, and Starbucks answered with a song to match the mood. The chain added 270,000 WeChat friends over the four-week campaign. "We don't just push offers at you," said Marie Han Silloway, Starbucks' marketing chief for China. "We start a personal conversation."

* See Anita Chang Beattie's full article in Adage!

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Mad Men years were crazy times. George Parker was lucky enough to have entered the industry back then. He lives to tell the tales. For over thirty years, he worked in the creative department for agencies all over the work. Great podcast from TwistImage, check it out! 
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