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Posts tagged " Blog Posts "

Cross-border monitoring

Cross-border monitoring

May 19th, 2017 Posted by Blog No Comment yet

We are living in a global world where news travel fast. Something that happens in Australia, can be known in France in a matter of minutes, or seconds, if it is live-streamed from the site. Companies and private persons alike are struggling with finding the relevant information in the vast ocean of available data.

 

When trying to find the right needle in the haystack, you should not confine yourself to just one corner. Especially concerning information on trends and competitors, the scope should not be restricted to just your main market, but also to your competitors’ markets and your potential markets. Too wide a view can be confusing and blurry, but too narrow can block out a potential disruption or a competitor on the rise.

 

Global world

 

In the global economy, events in other countries can have a direct influence on your business. Your product might suddenly become trendy somewhere else, you might be able to benefit from a rising trend or a new innovation in another field.

 

Your customers are more global than ever before and some companies are born global. Social media allows us to keep in touch with relatives and friends living abroad, the news companies report to a worldwide audience and it is easier than ever to get to know about a different country or culture.

 

E-commerce has expanded the borders of competition, as you can order a product from Japan and have it shipped to London. There are choices and alternatives – and you should know of them – so you can convince your customers that you are the right one for them, today and tomorrow.

 

Photo credits: Michael Coghlan

 

Post is originally written by Katja Loikkanen.

 

M-Brain - Millennials

Notes of media transformation – All eyeing the Millennials

May 10th, 2017 Posted by Blog No Comment yet

Technological developments transform media for sure. But before disruption can happen, consumers’ behavior needs to change accordingly. And whose behavior changes the easiest? That of the Millennials.

 

The generation of teens and twentysomethings are the first digital natives – the ones who grew up with the internet. Their ways of using media and the technological innovations form a circle that feeds itself. And as soon as the Millennials get comfortable with new innovations, their expectations for other products change accordingly. Before you know it, they are knocking on your door with these newborn expectations.

 

In this light it is not a surprise that media and marketing are increasingly obsessed with the Millennial generation. Everyone is competing for this group’s attention, trying to be the first to grasp where it will go next.

 

What do millennials want?

 

Digital natives want to consume media and content in a way which is:

 

  • Social. A big change has happened in that social media is not all about you anymore. It has evolved to sharing articles and videos.

  • User-generated. Millennials want to be part of the process. Fresh examples of companies taking their chances in this are Disney with its Maker Studios and Univision’s Creator Network, not to mention the good-old YouTube and its channels.

  • Short-form. Millennials multitask by nature, and are easily distracted. Vine with its six-second video clips suit perfectly for their short attention spans.

  • Interactive. This generation wants to have their say.

  • Mobile – goes without saying. Millennials’ lives are intertwined with their mobile devices.

  • (Moving) Image-centered. A picture is worth a thousand words. Plus it’s much faster.

 

A bubble or not a bubble?

 

With a myriad of possibilities allowing unique content consumption behaviors and personalization, the discussion come to a boil: Are people are getting exposed to more and more similar viewpoints to that of their own?

 

The Media Insight Project reveals that at least among the Millennials in the US, the reality appears be less troublesome. Surprisingly enough, social networks seem to expose Millennials to more news than they were initially seeking, as well as to more diverse viewpoints. This indicates the absence of a polarizing filter bubble, i.e. that people would be exposed to only a narrow range of opinions. The way Millennials consume news and other content is so strikingly different than that of the previous generations that it’s not easy to get a grasp on it.

 

What to expect next?

 

In Finland, author Jussi Valtonen has created in his much-rewarded book(*) a fascinating scenario of how content could be consumed in the future. He brings in a new experience device, “iAm”, which profoundly transforms the way the family’s Millennial daughter consumes media – with the dad trying to follow her example. The new wearable gadget adjusts to user’s mind, presenting then, proactively, suitable content in front of his or her eyes. New, interesting content pops up before the user even realizes that’s what he or she was thinking. – Bubbles approaching us again?

 

The scenario opens up totally new possibilities for presenting content, not to mention advertising. And even though we are now talking about fiction, it doesn’t seem too surreal. Who knows, perhaps there are some sort of iAms coming up from the pipeline sooner than we think – and no doubt the Millennials would be the first in the shopping line.

 

The rest of us? Where the Millennials go with their media consumption, we will follow – sooner or later.

 

Post is originally written by Pirjo Viinamäki.

Market intelligence from social media

April 25th, 2017 Posted by Blog No Comment yet

Market intelligence is about finding the needle in the haystack, sorting out the relevant information in today’s era of data overflow. There is an abundance of data to be found online, but the data could be outdated, copied straight from a press release or some other news site, or otherwise just not quite what you are looking for.

 

Being in the know of social media

 

When screening social media platforms for data, one should take into account the added factor of who is sharing the information. Was it a globally well-known publicity figure, a local politician or a neighbourhood barista? This affects the weight of the argument, as well as the reach of the comment. However, one should keep in mind that sometimes a comment by the neighbourhood barista can be picked up by quite a few people, or even a news company. One never knows.

 

With social media, there are multiple factors that should be taken into account for successful performance. One of them is listening: you should keep an ear on the ground to get the feeling of the flow of data. Although you cannot control the flow, you can participate and keep an eye on what is being said, what the main conversation themes are at a given time.

 

Social is as a reflection of – everything

 

Social media reflect the society they live and thrive in. They can help you to gain a sense of the mood a market is in, to identify the main issues affecting a market you may be planning to enter and to collect feedback on how your product is being received. You can also keep an ear out for how your competitors are viewed, what kind of presence they have in certain social media channels or how their actions are received by the audience.

 

M-Brain’s Social Media Framework is about helping customers with the process of engaging with and in social media channels. To find out about a subject, you first need to set an objective and then determine the target groups and channels. Otherwise you can easily get lost at sea. The next step is to define activities and assign ownership, so the project has a chance of being concluded successfully.

 

In social media, listening and engaging are essential. Social media is all about social interaction. To learn from the process, you have to measure and evaluate the findings, as well as the process itself, which enables you to build a culture of social media in your organization.

 

Post is originally written by Katja Loikkanen, Content Coordinator at M-Brain.

social media framework

Social Media Framework – make the current work for you

April 7th, 2017 Posted by Blog No Comment yet

Social media is like a river: there’s a strong current, and when you jump in you’ll immediately feel its pull. The river’s flow can be demanding and powerful, sometimes even intimidating. Yet, if you accept that it is a power you cannot control, you may also find it exciting, exhilarating – and valuable.

 

Most of us have felt the pull of the social media current already, but we have not fully understood yet how this force could be best put into use. How to minimize the stress and maximize the benefits? This question becomes especially critical in environments where social media is utilized to promote business goals. Taking concrete steps and building a holistic social media presence is no simple task under the pressure of the social media current. However, with the support of a functional Social Media Framework, this task becomes much easier.

 

Eight social media key success factors to flag your way

 

While developing our own social media presence and working together with our clients, we at M-Brain have identified eight success factors that are key in building a solid social media program. These key success factors are:

 

1 Setting objectives

2 Determining target groups & channels

3 Defining activities

4 Assigning ownership

5 Listening

6 Engaging

7 Measuring & evaluating

8 Learning & building a culture

 

Together they create the working flow of social media, which we have visualized in the following stream-like double cycle:

 

Social media framework

 

Finding a balance in your social media work

 

All of the identified key success factors are extremely important for a balanced and well-functioning social media practice. What we have found is that there are four main reasons why a company’s social media efforts may not be fully successful:

 

  • Not all of the eight key success factors have been covered. Social media work cannot be fully functional if even one of the key success factors has been ignored.

 

  • One or more of the key success factors is being overemphasized or neglected. In addition to making sure that all key success factors are taken into account, it is essential that there is a balance between them as they are all equally important and must be developed side by side.

 

  • Social media work revolves only, or too strongly, in one of the two cycles – internal or external. While there needs to be a balance between the eight key success factors, also balance between the internal and external cycles is key in developing a holistic social media presence. Internal strategy should support external implementation and vice versa.

 

  • The flow between the internal and external cycles is partially or totally blocked. Although it is not right to say that one of the key success factors is more important than the others, it is good to note that if social media culture and learning processes are not well attended to, balance between the different key success factors and the internal and external cycles will never be achieved.

 

So, how is the strong push and pull of the social media current working for you? Are you already taking full advantage of its force, or are you still trying to find your balance? If you’re interested in assessing which areas need improvement, we would love to help you out.

 

Post is originally written by Sanelma Helkearo, a Consultant at M-Brain.