Are you watching What’s on ???

As I am writting my thesis I found this nice video from the comScore Media Metrix, which is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.

comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.

Creating Shared Value

“In recent years business increasingly has been viewed as a major cause of social,
environmental, and economic problems. Companies are widely perceived to be prospering at the expense of the broader community.”

Michael Porter (professor at Harvard University) has come up with this ‘Shared value’ concept. It’s about creating more value, by invloving the consumers more, by not only looking at pure economical value-creation, but also Social value creation.

“….companies remain stuck in a “social responsibility” mind-set in which societal issues are at the periphery, not the core.”

As corporate social responsibility is seen as a  ‘cost post’ to profit maximalization, and it is only limited to the CSR budget, Shared Value is about mobilizing the entire budget of the corportation.

It could be described as a new way of doing business, which i think would be an improvement in the efficiency of the contemporary economic system.

“Capitalism is an unparalleled vehicle for meeting human needs, improving efficiency, creating jobs, and building wealth. But a narrow conception of capitalism has prevented business from harnessing its full potential to meet society’s broader challenges..”

It is further explained in the article. Pleas read (not long)

“The big Idea: creating shared value” – Michael Porter and Mark Kramer

Here you can see professor Porter explaining himself  the problem pretty enthusiasticly, and the solution!

Rihan Warraich

Word of Mouth

Unilever is switching down its social media activity. This to focus more on creating fans by word of mouth. Because the fans on facebook are not all real friends but often people that liked the page for competitions and other things like that.

Is this a smart move? I think they got a point. I also liked some pages in the past because I could win something there or just for something interesting. So shifting the focus more to word of mouth creation sounds good. But I don’t think they should stop with social media. Because it is important in creating the word of mouth that Unilever wants to create. So they should not stop with social media but shift their focus on the social media. It is a trend that will stay and otherwise Unilever will lose on a key playground for the future.

A fun example of good brand promotion is this:

It is in dutch, but basically what happened was that Heineken started with an ad of a heineken beer that looks like a coffee cup. And asked who wanted to drink, Douwe Egberts(coffee company) responded with: I will!. And so multiple companies started with reactions where they used their brands to suggest things related to the topic. I thought it was fun and a good way to raise brand awareness.

Cyriel de Bruijn

Mass customization in the Mobile Phone Industry and the four faces

Through this website people can customize their own iphone case. They use a interface most looking like the “dell” parameter-based interfase. Enabeling customers to upload their photo and making a case for their iphone out of it.

Interesting about this product is that for the mobile industry it’s almost retro. Everybody remembers nokia introducing a very simple form of customization for their customers by having replacable covers. The link* on the bottem of this post shows a picture of the mobile phone timeline of nokia. As you can see it was already in 1997 when they introduced the concept.

A Harvard business revieuw article published in the same year (1997) tells us about “The Four Faces of Mass Customization”.

Continue reading Mass customization in the Mobile Phone Industry and the four faces

Virtual try-on.

Online shopping has lots of advantages compared to in-store shopping, but it misses at least one important aspect. Customers can’t try-on the products before buying. Some companies however tackled this problem and provide an application were you can do so. One of these companies is the famous sunglass company Ray Ban. On their website they offer an application to customers which lets them virtually try-on the latest Ray-Ban sunglasses. Watch the video to see how it works and click on the second link to give it a try.

Khalid Salhi

NFL experience

We already discussed a few examples of experiences with the minicase. But recently, as you discovered by previous posts, the SuperBowl took place.
This is a huge event in the U.S.A, so they try to differentiate through giving the customers a great experience. They do this with the ‘NFL experience’, it look a bit like Voetbal Experience which our group presented in the afternoon-session. The last NFL experience was the 20th already, they’re doing it for years now.
On their website they say that NFL experience is ‘the most exciting continuous event surrounding Super Bowl XLVI- pro football’s interactive theme park offering participatory games, displays, entertainment attractions, kids’ football clinics, free autograph sessions and the largest football memorabilia show ever.’

It’s really fun and engages the customers to participate actively. You have the autograph sessions where you can geth autographs of famous NFL-stars.  You can see the collection of all 45 superbowl rings, you can take a look at the locker room like it is on a match day. There is the NFL play 60 youth football clinics, this is for kids from 6-12 years; they learn about American football from NFL coaches and players.
You also have the NFL shop, where you can buy licensed merchandise of all 32 NFL teams . The customers are also active in the experience process; you have more than 30 interactive games!
They also have a special  Superbowl XLVI Memorablia show, this is a trading card show featuring show displays from leading exhibitors and rare collectibles.
This is a nice way for the customers to experience American football on their own way.
It fits with the requirements of creating a good experience.

You can check their website to get a clear few of the activities.


How to use the social media channels for your small or medium size business?

In this seminar, we have learned many advanced knowledge about the customer channels and understand how important the social media is in the current business circumstance. Another practical question is that how we could use them well, especially when the business is just setting up. In the following article, we can know the process step by step.

Capacity – especially to plan and execute effective marketing strategies – is a big challenge for every small business. In this post, I’ll offer 10 suggestions for how small businesses can supercharge their marketing efforts by leveraging social media. For each suggestion, I will discuss a basic strategy – for those who simply want to get their toes wet, as well as an advanced strategy – for those who want to spend a bit more time and go a bit deeper in their social media marketing efforts. These tips are based on my experience leveraging social media marketing for my company, crowdSPRING.

I suggest you begin by outlining clear goals for your social media marketing efforts and figuring out how you’llmeasure success. Once you’ve outlined your goals, let’s look at 10 great ways you can begin to leverage social media for your marketing efforts.

Continue reading How to use the social media channels for your small or medium size business?

Customer Loyalty and Long-Term Sales

Hi everyone, this article gives you the newest insights into loyalty programs reveal the best ways to engage customers, we know all about the classic ways in loyalty’s programs and here are the last insights by Kim T. Gordon, columnist at and President at National Marketing Federation in Miami.


Customer Loyalty Brings Long-Term Sales by 

Interesting Education Site is a vibrant hub of online video tutorials, designed to help you make the most out of sites like Twitter, Facebook, Google, Amazon or Ebay. You can sign up for their free version and have access to most of their content which includes some cool video courses about Google Analytics & AdWords, Facebook Pages & Ads and Online Marketing. Grovo’s content aims to educate and it is not connected with any advertising. Lessons are between 1-2 minutes long and progress from simple to advanced use cases.From my experience it can be very useful if you want to start with some basic knowledge about SEO or just how to create a blog.

“A pin a day keeps the crazy away”

The fastest growing social network in history… It’s not Facebook, nor Google+. Pinterest is the name of this site, that recently hit 10 million users. Pinterest is a “virtual pinboard”, launched as a closed beta in March 2010, but since time has passed, registration is now possible after an email request. The site really took off this winter and became a new hot topic in social media. In December it entered the top 10 social networks ( with 11 million total visits per week. A month later, Pinterest got in the top 100 most visited websites in the US and was named the best New start up of 2011 by TechCrunch ( These facts made me curious, what is Pinterest?

“Our goal is to connect everyone in the world through the ‘things’ they find interesting. We think that a favorite book, toy, or recipe can reveal a common link between two people. With millions of new pins added every week, Pinterest is connecting people all over the world based on shared tastes and interests.” – Pinterest, “Our Mission”.

As they state on their website: “Pinterest let you organize and share all the beautiful things you find on the web.” It is an online pinboard where users post pictures of ‘things’ they find on the Internet. Yes, that’s just it. These ‘things’ can be anything: food, decorated homes, fashion, crafts, and all the other random stuff that you can imagine. Because of the simple concept it is easy to engage in Pinterest, this could be only by scrolling through all the pictures or more actively by “re-pinning” the images, commenting on them and following other Pinterest users.

Continue reading “A pin a day keeps the crazy away”

More than a Game

First came the Super Bowl, then the Super Bowl ads, and then the publicity over the Super Bowl ads that exceeded the hype over the football game. Then followed video streaming on the Internet, which inspired more replays of the ads than of the game highlights.

In the past two or three years, Americans have taken yet another step toward the transformation of the championship football game from an athletic contest into a media phenomenon. Millions of us now view Super Bowl ads that don’t even run on the Super Bowl.

Here is some links that further investigate the exceeding effect of ads before, during and after a game:

In addition another link which gives information how to exploit games regarding advertisements:


The four most important lessons about social media

Learned with the help of donuts…
Friday, February 3, 2012, at the end of a week of work, Nuno Gomes, creative director of Three Ships Media Agency decided to relax. And had fun drawing on the blackboard in his office, a table that explains social media creativity with the help of donuts. To Doug Ray, multimedia producer at the Agency, the ideas seemed terribly funny so he took his phone  and took a snapshoot of the board and, after passing through Instagram , posted it on facebook and announced it on twitter.Then, laughing, he went home.
Four days later – on 7 February at 10:39 – the photo reached 100,000 Like on Facebook. And thousands of references on Twitter. This photograph:Image

Social media explained – Twitter: eat a donut. Facebook: I like donuts. Foursquare: here is where I eat donuts. Instagram: here is a vintage photo of my donuts. YouTube: watch, eat a donut. Likedin: My skills include eating donuts. Pinterest: Here’s a recipe for donuts. Last FM: Now listen “donuts”. Google also: Google employee are eating donuts.

Surprised by the unexpected success of the photo – which to date has raised over 112,000 likes  – Doug drew some conclusions. “Old as the hills” but very true.
One.  You never know when something will go viral
It wasn’t his intention to make a viral. It was Friday afternoon and needed to fizzle a little after work. Simply you can not plan a viral.
Two. Loosen up
They didn’t care whether they might offend someone or if this thing had been done before using a far less tasty subject than donuts (even good artists steal, or copy- or something like that). Sometimes controversy can be good. And the only way to get there is through a full creative control. Sometimes it’s best to give up control to give partners more room to work…creatively.
Three. Sometimes the best ideas are the easiest.
There are a lot of projects that can and should require many hours of work. But sometimes the best ideas – and most successful – are coming on time. I used donuts for just talking about them. It took only five minutes.

Four. Low-Tech is OK.
Sure, they could have done everything in Illustrator and Final Cut Pro. But in this case, low-tech approach worked. Why would he need to make things more complicated than they should be?

Mass Customization in the Hospitality Industry

Mass production as a paradigm of management has dominated the world industrial production since World War II. With shifting demographics and changing consumer tastes and preferences, mass production far homogeneous markets is not enough to keep businesses going. This paper discusses the paradigm shift from mass production to mass customization, its conceptualization and applications in the hospitality industry.

Continue reading Mass Customization in the Hospitality Industry

Music Experience, here in Rotterdam

Music as an experience, located here in Rotterdam!

This is an nice example of experience good that involves the users’ contribution in order to be able to design the event. In the following paragraphs, the concept of Tiny Music is explained in more details:

Tiny music is an initiative which brings musician and audience closer together in a special, intimate venues. It’s about the total experience of a performance. As an artist you want that your audience listens to the songs. As concert-goers, you want to hear new music, while being in a cozy environment.

After the concert is over, having a chat with the artists is morst often unthinkable. Tiny music creates an intimate and unique setting, where you are in a relaxed and casual environment to listen to live music. This tiny music concerts take place in unusual locations, such as in the hold of a ship, an old army barracks or a shop. These unexpected locations make the concept even more special.

Tiny music is constantly looking for unique and attractive opportunities to organize concerts, such as workshops, shops, homes and churches. One of their requirements  is that the location has space for at least 25 people. Since, in most cases, it is acoustic music and there is not much needed. The music is carefully constructed by tiny music, as the catering, in cooperation with tiny music Olm Breweries Ltd catering. Tiny music rely on the help of their website users to find a suitable stage for their concerts.

Tiny music is an initiative by and for music lovers and seek no commercial interest.


Social Medias and Viral Marketing

Thanks to social medias, viral marketing become easier and easier. Even before the ages of social medias, viral marketing had proven to be  successful in generating word-of-mouth. However, with the arising of social medias, like Youtube, Facebook, Myspace, Twitter, marketers were given the perfect media channel to turn ads into becoming truly vira, sometimes, even spreading so quickly that in a matter of some hours a clip would be seen by millions of viewers all over the world. Take for example the pepsi commercial for the Super Bowl, only 9 days after being put online the video has been seen over 4 millions of times.

The blog post on WIRED  Organized Chaos: Viral Marketing, Meet Social Media, even if it is from 2009, gives an interesting and critical view upon how the marriage between social medias and viral marketing can be on the one side quite chaotic and unorganized, but on the other side, strong and successful complements that have a strong impact on consumers’ mind.

Hereunder, quoted are some parts of the blogs that I find very interesting:

“Like Pac-Man and Mrs. Pac-Man, social media and viral marketing have fallen in love and become one. They are virtually indistinguishable these days and follow the same basic principles as early forms of viral marketing. Tell your friends. Tell your neighbors. Call someone. Now it’s tweeting and leaving comments on Facebook pages. Viral marketing is the concept, social media is the tool.

Social media and viral marketing are virtually interconnected (no pun intended). The success of social media — in allowing people to gather in groups of mutual interest and to share what’s meaningful in their lives — is really the foundation of viral communication. In terms of viral marketing, we’ve seen that people will happily pass along your marketing as long as: 1) the content is entertaining and 2) the message is genuine.  In the case of milk, I believe we’ve been successful in both respects.

The first challenge is to create outstanding content — without that to stand on, nothing else you do will work. Next is to identify the right “neighborhoods” where your message will find the desired “crowd.” In our case, the crowd was teens and tuned-in parents, and the neighborhoods were social networking, entertainment and music sites. Next, using all sorts of analytics that abound on the internet, is to choose individual sites for their traffic and demographics. Finally, using many of those same analytics, engagement needs to be quantified to determine the success of our communication and media strategy and to tweak it as necessary. Put all of these elements together, and you’ve got a winning viral marketing program; if any one is missing, you’ll miss the mark.

Viral social media is what it’s become. Twitter, at first a place to tell everyone what you ate for breakfast is now a place to promote yourself, your company or your product.” (Organized Chaos: Viral Marketing, Meet Social Media retrieved from

Color Theory and Web Design

ImageColor theory is the practice of using the meaning behind colors to bring about a sensory experience. This practice can be applied to web design with some knowledge and thought. A carefully selected color scheme will create the mood of the website, evoke a certain emotion. That is why it is important that the color scheme used on a website is in line with the product itself, its target audience, and characteristics of a product.

Warm colors will bring about sunny emotions and are wisely used on sites that want to call to mind a feeling of happiness and joy. As a case in point, yellow became a popular color in web design in 2009 when the global economy wasn’t doing very well and companies wanted their customers to feel sunny and comfortable on their site. Cool colors are best used on professional and clean-cut sites to achieve a cool corporate look. Cool colors stir up emotions of authority, establishment, and trust.

In the end the colors used will evoke certain negative or positive emotions, and can ulteriorly affect the sales and popularity of the product you are selling on your website.

A personal example of mine are the websites of the low cost carrier airline and I mostly book EasyJet when it comes to low cost airlines. Why? Simply because EasyJet seems more trustworthy the website more work, and easy to navigate, while RyanAir is very strident, too bright, which in the end looks cheap, something you do not want to be associated with your flight. So Easy jet won me as a customer partly because of their color scheme. Soft, orange/yellow color, which makes it more safe and pleasant to navigate through.

So pick your color scheme wisely when choosing the personality of the products or service your are trying to promote on your website. It really makes a difference!

Here are some links to some nice articles about color schemes.


Secret Cinema – the most immersive experience for film lovers

Hi everyone I have a wonderful example related to the experience economy we spoke about recently. It is called “Secret Cinema” and hope will be as new and exciting as I found it when I run into it today online.
How it works?
Tickets are released about a month before the event, and sometimes sell out within hours. Everyone buys them without knowing which film will be shown, or where, but they promise a unique experience: a screening (probably a cult classic) in a lively atmosphere that includes characters re-enacting scenes, thematic installations, related food and drink and some audience interaction. Events take place every couple of months, and each one is held in a different unknown location say an abandoned theatre, a disused hospital, underground tunnels- revealed to ticket-buyers only days before. The company’s website is deliberately oblique, but it is the gateway to a lively presence across social-networking sites, where organizers plant clues and fans try to guess the next film.
Ever since a few hundred people gathered to watch “Paradise Park” one night in December 2007, Secret Cinema has increased tremendously. This spring 12,000 attendees ended up descending on the Old Vic Tunnels in London for a mysterious cinematic adventure during a three-week run of screenings. In the past year Secret Cinema has held events as well in Berlin and New York, and organizers are looking for locations in Rome.
For its founders Secret Cinema is an alternative to the “disappointing” experience of the multiplex for many film lovers. Yet his ambitious events are in danger of sacrificing film appreciation to spectacle. You can watch “The Battle of Algiers” on a medium-sized screen with the occasional chatter of people in the bar next-door, partitioned off with merely a velvet curtain across a doorway. So those who prefer a cinema experience of luxury seats surround-sound and a panoramic screen should look elsewhere. The appeal of Secret Cinema is in the full event, from light mystery to dramatic culmination.
As the directors of the company sees film as a useful medium for inspiring dialogue and debate they try to choose movies that will not only entertain the audiences but will also give them something that makes them think. That certainly makes Secret Cinema a totally immersive experience. Every new movie or better call it event has a crazier idea about destination to be projected .For example “Catch Me If You Can” was displayed on a Virgin Atlantic flight. Next time could end up in the middle of the desert…there are no rules because it is a secret 🙂
If that was not curious enough I will add that on Dec 2011 in a dusty, dimly lit Kabul basement, British cinema fan club ‘Secret Cinema’ launched another movie event outside Britain  bringing costume, audience participation and light-hearted mystery to the high-security Afghan capital:)
In my opinion this is the greatest thing to happen to cinema this decade (way more than 3D anyways). Just think of all these people who will get to see great films they would have never thought of watching before. All because they thought they were being trendy:)

Check out if their next event is nearby so you can participate: :

Here is a short video from BBC presenting only a glimpse of the magic:

…and couple of past film premieres:
Secret Cinema presents Lawrence of Arabia.
Secret Cinema Presents: Alien
Secret Cinema presents Blade Runner