There has been much talk over the past year about the Cloud. Our Cloud Marketing booklet provides some insight into what we think will be the key implications for marketers today and tomorrow.

1. Cloud Marketing
Original Thinking by Norm Johnston

2. Contents
01. neW old Media
02. tHird liFe
03. Meta Men
04. MrC
05. transForMers

3. T here has been much talk over the past year about the
Cloud. For those of you not familiar with the idea, the
Cloud is a term coined to describe a future Internet that acts
as a repository for all data, content and applications and is Meta Men: If you think you have a lot of data now you haven’t
accessible from anywhere and from anything, including the seen anything yet. Marketers will need people, processes,
proverbial kitchen sink. tools, and plans for this coming tsunami of digital data.
Most of the chatter on the Cloud has been around computing; Managing Real-time Customers: In dynamic environments
introduCtion
witness the recent Microsoft Cloud Computing advertising such as Facebook and Twitter, marketers will need to manage
campaign. customers in real-time in order to build greater advocacy and
sales in an increasingly socially-networked and influenced
In contrast, this booklet provides you with some insight into world.
Five key Cloud Marketing trends what we think will be the key implications for marketers.
We’ve identified five key Cloud Marketing trends, which are Transformers: Marketers will have an unprecedented
all explained and exampled in the following pages. opportunity to transform their advertising by mashing-up
and creating new forms of Cloud content and applications
New Old Media: in an IP-enabled world marketers will need to that provide real value to customers.
rethink how they approach today’s old media. TV in particular
will go through a major change as it begins to function and The Cloud can sometimes feel very Star Trek, but remember
feel more like today’s PC Internet experience. it is real and happening now. Dave Evans, Chief Futurist at
Cisco recently stated that there are already thirty-five billion
Third Life: mobile, “the third screen”, will increasingly be devices that are connected to the Internet. He estimates
used to layer the Internet’s virtual world into our real world. that there could be a trillion in the future. So tap into your
Marketers will need to think about their presence in and use inner nerd and enjoy this tour through the Cloud and the
of this new augmented and interconnected environment all exciting opportunities for you and other marketers today and
around us. tomorrow.
Introduction

4. I love TV. There, I said it.
It actually feels rather good, particularly after
neW old Media
fifteen-years persuading clients not to focus on
TV. I can already hear the cries of “Judas” amongst
my fellow digital folk. However, before throwing
me into the IAB dungeon, let me explain: in the
TV Re-invented next few years TV will be one of the most dynamic
and exciting areas of the digital business.
Bear with me.

5. First, the demise of TV has been greatly exaggerated.
According to a recent Forrester research, European teenagers
(of all people) watch more TV than any other media channel
tV PrograMs
– 10.3 hours a week. UK BARB data indicates that we are
watching one more hour of TV every week than 10 years
before. What happened? Fragmentation has helped via more
and better programming options. Even the dreaded PVR
are tHe
seems to increase TV viewing consumption: 18% according
to Sky.
V
eT
l
Perhaps more importantly, media consumption is no longer Go
og
a zero-sum situation. A few years ago you had to make a
no.1 toPiC
physical choice between watching TV and surfing the
Internet; your clunky-old PC was often in another room.
The ubiquity of wireless broadband and mobile now enables Which brings me to the second reason I love TV; the old
punters to watch TV and surf the Internet at the same time. enemy is embracing the Internet itself. TV broadcasters,
disCussed on
Thus a new love affair has been formed between old and new manufacturers, and a gazillion other players are scrambling
media: TV programs are the number one discussed topic on to bring all of the advantages of today’s Internet to the TV of
Facebook. tomorrow in the hopes of reversing the shift of ad spend back
to TV. In the UK, Sky and Canvas are building momentum
FaCeBook.
So TV viewing is alive and well, but what about TV behind their respective systems. In the US, several cable
advertising? Well, that’s another story. While PVR’s increase companies have banded together under Project Canoe
TV program consumption, it also leads 91% of US moms to roll-out an addressable digital TV platform. Best Buy is
with the technology to skip the ads. TV also has some stiff pimping LG Internet-enabled TV’s and generating new
competition from that pervasive new kid on the block, the revenue streams by directing customers to video on-demand
Internet. So the TV industry has wisely embraced an old sites. WPP, Microsoft, Apple, and Google are all investing in
proverb: if you can’t beat them, join them. various hardware, software, and partnership models.
New Old Media

6. Will tHis tV Will Be intelligent.
Your TV experience will be personalized and customized with
Future tV
programs, applications, branded content, and old fashioned
advertising all based on your personal preferences. Think
Sky+ mashed with MyYahoo powered by Amazon’s
recommendation capability.
internet Be tV Will Be on-deMand.
All audio-visual content (TV, film, etc) will be available for
your instant-viewing pleasure. You’ll just need to search
tHe saMe as
XBOX Kinect
for it, just like on YouTube. Linear viewing will still exist,
particularly for live events, but will no longer dominate as
o
d em it does today. Some on-demand content will be exclusively
nc
Kraft TV Kitchen Sy sponsored by brands, or even developed by brands who are
todays PC
no longer constrained by old linear program formats and
Will this future TV Internet experience be the same as models.
today’s PC Internet? Yes and no.
tV Will Be addressaBle.
internet?
tV Will Be Hands Free. Brands will precision target specific households based
TV will no longer be burdened with remote controls. on demographics and behaviour across digital devices;
Nintendo’s Wii is radically adapting how a generation consumers will see a new TV ad based on what they’ve
of kids interact with the TV screen. Don’t believe me? searched for on their PC or an application they used on their
yes & no.
Just spend a few minutes with Microsoft’s Xbox Kinect mobile phone. Like online banners, the much-maligned
to see how motion sensors and voice recognition will 30-second “TV spot” will survive, albeit more targeted and
fundamentally change the TV experience. less fundamental to the creative experience.
New Old Media

7. Will it Be tV Will Be e-CoMMerCe
enaBled.
Your household data and credit card will be stored in your
sMootH
set-top box, thus enabling you to simply buy, sample or
o
act on whatever product ad you see during your TV viewing de
m
nc
experience. Content will be tagged so via your TV you can en
Sy
itch
immediately add all of the recipe ingredients from the latest TV K
sailing?
Kraft
Jamie Oliver show to your weekly Tesco shopping basket.
Will it be smooth sailing? Not really.
tV Will Be soCial.
Malthusian industry cynics will say it will never happen.
not really.
Programs will be shared and recommended amongst friends
while conversations about politics and sport, previously Kool-Aid fuelled digital shysters will lead clients into
confined to the PC or the pub, will be accessible, right there doomed, widely-optimistic excursions. Walled-garden
on the screen. strategies will fail. Start-ups will earn headlines one day,
and go bankrupt the next. Clients will test, retreat, and test
again. Agencies will struggle to manage more real-time
tV May Be Free. digital data. Creative egos will be bruised by social networks
Imagine a credit card company paying a premium member’s filtering out their precious ads. Just like the old-new media
annual cable bill in return for exclusive advertising rights to of the PC Internet, the new-old media of the TV Internet will
that household. surely surprise, frustrate, and delight us in many ways.
New Old Media

8. Case study
Heineken
Shanghai aTP TenniS TournamenT
iPTV VirTual channel
Mindshare shanghai
Our Mindshare Shanghai office recently worked with
Heineken to help them launch one of China’s most
successful IPTV projects to-date. Mindshare worked
extensively with SARFT and SMG, Shanghai’s leading IPTV
network and China’s second largest media conglomerate, to
develop a sophisticated interactive platform that enabled
customers to fully experience Heineken’s sponsorship
of this major tennis tournament. From their normal TV Photos from the Heineken ATP Tennis Tournament in Shanghai
viewing experience, consumers could access a Heineken
sponsored virtual channel, which included on-demand video
content of tournament highlights, an interactive game, the
latest scores, as well as special Heineken promotions and
merchandise. Heineken’s virtual channel was supported by
TVC’s targeted in playback and video-on-demand as well
as interactive promotional banners on the EPG. On average
consumers spent 10 minutes engaging with the bespoke
Heineken IPTV channel playing games and watching video
footage, significantly and cost-effectively increasing the
brand’s reach, engagement, and results from what a normal
TV campaign would have delivered.
ATP1000
New Old Media

9. Last weekend I took my three young boys to the
Tate Modern Gallery for a quick tour of some the
tHird liFe
world’s best modern art. My plan to disperse some
cultural wisdom was quickly quelled by their
surprising knowledge of various obscure pieces
of art. It was only later that I realized that they
The merging of the real and virtual worlds had “borrowed” my Google Nexus One phone and
had cleverly deployed Google Goggles to dazzling
effect.

10. Google Goggles is remarkable for more than just its ability
seaMlessly
to do visual searches; Goggles is yet one more example of
how the Internet is going through a massive transformation.
At the Tate my kids didn’t “log-on”, type a single word, or
even follow a Web link. For them the Internet was simply
CoMBining
there: all around us, in the air, up in the clouds, and easily
accessible via dad’s Nexus phone. Google Goggles is one
small example of how the Internet has been freed from its
previous constraints of keyboards, the World Wide Web, and
tHe real
PC’s.
tHe internet Has Been Freed
FroM its PreVious Constraints
World WitH Google Goggles in action
oF keyBoards, tHe World Wide
WeB, and PC’s.
tHe online
Google Goggles is a clever little application that enables you In fact it is becoming increasingly hard to determine what
to simply take a photo of anything from a landmark building is offline and online anymore. Google and many others are
to a painting. Google then matches your photo to a vast in the process of seamlessly combining the real world with
image database and voila you get a detailed explanation the online world into something entirely different. Soon
World.
of exactly what you are viewing. It may sound of passing the Internet will be embedded into and weaved throughout
interest to most brands until they realize Goggles can also everything and into everyone; an indistinguishable mashing
be used on bar codes, logos, and products; and instead of of your real physical first life and the Internet’s second
Frida Kahlo, the user could get product reviews, pricing virtual world into a “Third Life”, a new space brought to you
comparisons, and any “likes” from your social graph. by that third screen, the mobile phone.
Third Life

11. Loo
pt
MiCrosoFt
ge
o-
oc l
t io
a
nt
oo
l
Microsoft are not satisfied with only three dimensions;
are not
they are experimenting with time. Microsoft’s Bing Maps
enables you to time travel by viewing superimposed
historical images on to modern views. Leave it to Google to
respond with Historypins, a tool that allows you to “pin” old
satisFied
Google Maps History Pin photos on to modern day surroundings. Imagine taking an
historical Victorian era walking tour around London wearing
your physical Google Goggle glasses, which will seamlessly
n
Pi
y
or
sH
ist integrate ancient photos of horse and buggies into the real
p
Ma physical surroundings before your eyes.
WitH only
gle
Goo
However, it is not just objects being integrated into Third
Layar, an innovative Dutch company, has created an Life. The recent wave of geo-location tools like Gawker
augmented reality application that lets you get useful Stalker, Foursquare, Loopt, Facebook Places, and Google
tHree
information on your physical surroundings via your mobile Latitude let you virtually track your friends’ physical
phone. Simply look through your mobile and you’ll get locations; essentially tagging, indexing, and mapping your
virtual signs, images, and data layered on top of your real social graph on to Third Life’s grid. If you’re having trouble
surroundings. This virtual Layar will help guide you to local recognizing someone you can also try new face recognition
diMensions.
restaurants, stores, and banks. Both General Motors and Ford technology. Think Goggles for people. Apple recently
are integrating similar augmented reality technology into acquired Polar Rose, a company that will enable you to take
their windshields so your GPS directions will be layered on a photo of someone and pull up their Facebook or Linkedin
to the road in front of you, as well as pointers to your local page. The Astonishing Tribe from Sweden are developing a
Burger King or HSBC branch. similar Android application called Recognizer.
Third Life

12. Most
battle particularly amongst Microsoft, Google, and Apple.
Brands need to begin to understand this new world now or
cem
risk getting caught on the back foot just like the early days
e
Ker
of the World Wide Web.
ith
Marketers
w
ge
sta
on
m
in
g
What can they do now?
or
p erf
a
Kit
First, they need to experience and comprehend Third Life
are not eVen
Another blurring between the real and virtual worlds took and the implications of these technologies. Simplistically,
place in Turkey where Mindshare worked with Kimberly- what do you want to appear when someone Google Goggles
Clark’s Kotex to develop an innovative campaign featuring your brand, icon, or products? What data, messages, and
a virtual rock star called Kita. Teen girls could interact with promotions can you add to Layar to ensure your brand is
aWare tHis
Kita everywhere from Facebook to Twitter. However, in the best positioned in this blended real and virtual environment?
ultimate Third Life experience, the virtual Kita made an How can you better activate your own offline brand assets
appearance at a real world concert. The very unreal Kita was – posters, print, stores – to build positive advocacy and
beamed on to a very real physical stage where she performed incremental reach in Third Life? For example, in Belgium,
a live duet with Kerecem, a well-known Turkish rock star. Kita Mindshare worked with Nike to enable consumers to use
Blended real
is not alone. Groups like Gorillaz are also holding virtual, real their mobile phone to “Like” its products via QR codes and
world concerts. “Like” icons on their outdoor advertising. In Israel, Coca-Cola
used RFID chips embedded into bracelets to let participants
Brand marketers may be scratching their heads at this “Like” various attractions at a marketing event.
and Virtual
stage. Most are probably not even aware that this blended
real and virtual world even exists. It is indeed early days, So the next time your children start gawking through their
and Third Life manifestations such as augmented reality are mobile phone just keep in mind that they may be seeing
very young and nascent. However, the next few years will see something quite extraordinarily different from you. While
World exists.
a rapid maturity in and adoption rate of these technologies; Third Life may be invisible to most of us, it is most definitely
in particular as smartphone penetration rates go up, which a very real, virtual growing world full of opportunities for as
will be fuelled by the on-going mobile operating system well as threats to brands.
Third Life

13. Case study
nike
WriTe The FuTure augmenTed realiTy
Mindshare MuMbai
Indians are absolutely fanatical about cricket, which has
60,000
rapidly become the country’s favorite sport. In 2010 Nike ConsuMers
needed to devise a creative way to break through this cricket Wore tHe Jersey oF tHeir
FaVourite FootBall Player
clutter to get Indian teens focused on football and their
international sponsorship of players like Wayne Rooney
and Ronaldo, particularly given the upcoming World Cup in
South Africa. Supported by insights into young male teens
and their use of mobile phones, our Mindshare Mumbai
team developed an innovative mobile marketing program
that enabled sports obsessed fans to virtually try on their
favorite player’s jersey via augmented reality at Write the
Future zones across shopping malls in cities like Mumbai
and Delhi. Over 60,000 consumers “wore” the jersey of
their favorite football player, and more importantly most
shared it with their friends on social networks like Orkut and
Facebook, thus multiplying the program’s reach by over four
amongst a difficult to audience to engage. Augmented Reality Mock-up
Third Life

14. For the first time Mindshare’s digital talent
has surpassed our traditional talent, if even a
Meta Men
distinction exists anymore. In short, we have far
more geeks than ever before. Fun geeks but alas
folks who tweet endlessly, debate the merits of
Flash versus HTML5, and bond over meta-tagging
strategies. Within a few short years we have gone
Preparing for a 35 zetabyte world from Mad Men to Revenge of the Nerds. Welcome
to the age of Meta Men and Women.

15. “tHe aVerage indiVidual
Currently Passes 3,254
MindsHare PieCes oF inForMation into a
dataBase eVery Week ”
Has Far Of course this is only the beginning. Over the next few
years there will a huge demand for these skills as the world
becomes ever more connected to the Internet. In effect,
More geeks
everything and everyone will become part of “the Cloud”,
the name often given to this ubiquitous Internet of the
future. Devices such as TV’s, mobile phones, and eReaders
will mean great chunks of previously analogue content will
now be available online. Everyday products such as milk
tHan eVer
Kraft RFID Tag cartons and Pokemon cards will get connected via RFID
tags; the German government predicts the number of RFID
tags in their country will go from today’s 86 million to 23
billion by 2020.
BeFore. “eVerytHing and
eVeryone Will BeCoMe
People will also continue to expand their digital profiles
leaving more useful and inane data on their every
movement, Facebook “like”, purchase, and behaviour. The
average individual currently passes 3,254 pieces of personal
information into a database every week, a figure that will
Part oF tHe Cloud” surely increase as the Facebook generation grows older.
Meta Men

16. All of this means data and more data. Vast amounts of data. In total our bespoke targeting technology has over 900
EMC estimates that the digital universe of data will increase consumer data variables that can be used to optimize,
to 35 zetabytes, or 35 trillion gigabytes. At the moment we frequency cap, de-duplicate, and analyze all advertising
at tHe
are only generating a measly 1.2 zetabytes, just enough activity in real-time based on advanced attribution
data to fill a stack of DVD’s from the moon and back or the modelling and ROI analysis. Importantly we only use non-
equivalent to the amount of data that would be generated personally identifiable information. In others words, the
by everyone in the world posting messages on Twitter consumer remains anonymous throughout the process.
continuously for a century. So what can you do with only 1.2
MoMent We
zetabytes? The answer is a lot.
“35% oF CoMPanies reJeCted
For a start marketers can now target specific audiences better
than ever before. Mindshare now has bespoke technology aPPliCants BeCause oF WHat
are only
that enables us to aggregate a user’s behavioural data across tHey Found on FaCeBook”
the Internet thus pinpointing very specific audiences and
their purchase states. So rather than just buying specific
media sites our team “buy” a target audience across all That last part is worth noting. For with all of this data comes
generating
media networks and then use the behavioural data to map a great responsibility to make sure we don’t succumb to
specific advertising messages to that individual’s stage the dark side of the Internet. As of December 1, 2010, there
in the purchase funnel. For example, a young woman who were over 600 million users on Facebook, whose founder
searches on “small automobile” in Google and visits fashion Mark Zuckberg recently stated “having two identities for
1.2 ZetaBytes.
Web sites will receive a Ford Fiesta online ad across relevant yourself is an example of a lack of integrity.” In a recent poll
media sites. With geo-targeting we can also encourage of US employers, 35% of companies had rejected applicants
our target consumer to take a test drive at her local Ford because of information they found on Facebook. Insurance
dealership. Our specialists can go a step further by refining companies are increasingly using technology to analyze
our audiences’ profiles and driving up ROI by comparing our an applicant’s Facebook history to assess potential health
online database to real shopping behaviour from offline and issues. The Internet is full of examples of companies who
online loyalty and retail databases. flout privacy concerns and flog personal data.
Meta Men

17. sMart “MindsHare and WPP are
Marketers
Working WitH organiZations
like tHe iaB to
launCH initiatiVes like
Will WPP n
PriVaCy Matters”
reCogniZe
Privacy Matters Ico
Marketers need to be more aware than ever that they risk
a significant consumer backlash if they fail to proactively
take responsibility for following industry best-practice when
it comes to data protection and privacy. For precisely that
tHe CoMing
reason Mindshare and WPP are working with organizations
like the IAB to launch initiatives like Privacy Matters, which
supports education, easy opt-out, and self-regulation when
it comes to issues like using cookie data for targeting.
data tsunaMi What will keep our Meta Men and Women busy in the
future? “Lifetracking” is a growing online trend where
companies keep an opt-in online record on everything from
noW.
how much coffee you drink to your sleep patterns (myzeo.
com). Imagine the insights our analysts could glean from
correlating sleeping patterns to product preference?
Meta Men

18. greatgoodbye.com
oVer 5M Greatgoodbye.com and 1000Memories.com take things one
step beyond. Both sites enable you to maintain your social
dead PeoPle
profile after death, thus continuing to send messages to
your social graph from beyond the grave. Arguably a growing
target audience given that there are currently over 5 million
dead people still “alive” on Facebook. With a lifetime of
are still
data stored online consumers may even give their favourite
brands permission to keep recommending products to
their loved ones after they pass away, thus requiring a very
1000m dramatic redefinition of a customer’s lifetime value.
emo
ries
‘aliVe’ on
.c o m
|R
ed
efi While preparing for your eternal life on Facebook what should
nin
gC
us
marketers do now? What’s becoming increasingly clear is
that marketers without a plan run the risk of simply being
to
m
drowned in a sea of data. Smart marketers will recognize the
er
FaCeBook.
Lif
e
coming data tsunami now and build a scalable platform that
tim
eV
will enable their companies to capture and rapidly respond
alu
e
to real-time information. To do so requires an honest
assessment of their current data strategy, technology,
processes, and of course people, including whether they
have replaced some of today’s Mad Men with the Meta Men
and Women of tomorrow.
Meta Men

19. Case study
HsBC
accounT acquiSiTion Program
Mindshare LOndOn
Mindshare Worldwide has worked with HSBC over the past few
years to develop a sophisticated online acquisition engine
that leverages the latest digital technology to continuously
improve ROI and meet their ambitious growth targets. In
particular, HSBC used our proprietary ZAP technology to
20%
target very specific but anonymous customer segments
based on their online behaviour. Relevant HSBC advertising
units are served to consumers who have triggered particular
creative messages based on their keyword searches, Web
site visits, and other online activity. The ZAP system can
identify consumer interest in a particular HSBC product,
their stage in the purchase funnel, and the most impactful
deCrease
in Cost Per lead inCrease in leads
creative assets and messages based on demographic
information, location, previous responses and preferences,
Mindshare has also developed a bespoke version of its Live
and other variables.
OS digital dashboard, which provides HSBC with real-time
results across all forms of digital paid, owned, and earned
media; our turn-key API’s collect data on everything from
display, paid search, natural search positioning, Web site
Mindshare’s Live OS Digital Dashboard
conversion data, and online consumer buzz and sentiment.
Connecting the Live OS data with ZAP has enabled our
“Meta-Men” to greatly improve HSBC’s results.
HSBC Leaderboards
Meta Men

20. It’s official. I’m old. Conclusive proof has come to
light. First, I still ring a door bell with my index
finger. Apparently today’s Nintendo DS trained
youth use their thumbs. Second, I still mainly
MrC
communicate via email, which is something
“old people do” according to research from Jeff
Cole and the USC’s Center for the Digital Future.
Today’s youth prefer to use social networks like
Facebook to communicate with others. That’s not
Managing real-time customers to say that email is completely dead. Microsoft’s
latest Context Matters II research points out that
email is still the top activity online.

21. However, that same research clearly indicates that when Of course this is just the beginning. By the time I finish this
and how people are using email is evolving; online users article there will be a few thousand more Facebook users,
soCial
increasingly have a burst of email in the morning, and spend not just in the US or Europe but in places like Indonesia,
the rest of the day communicating via alternative tools like who with their 37 million users is now the second largest
IM, Twitter, or Facebook. Facebook market in the world.
netWorkers
Who cares? Well, probably all of those companies who have
spent the last decade migrating their Customer Relationship “asynCHronous Brand
Management programs from snail mail to very elaborate
email-based platforms. What was a brilliant idea in 2003 –
ConVersation is Being
sending out regular cheap, customizable email newsletters rePlaCed By synCHronous
exPeCt
– now looks increasingly antiquated in a world of 600 million
Facebook users poking, posting, and liking. What’s more Brand dialogue”
alarming is that a lot of this activity is directed at brands. Air
Asia now has over 74,000 “fans” regularly engaged with the
dialogue
brand on its official Facebook page. Why bother with email As more and more of these Facebook users opt-out,
when you can get instant information and a rapid response disregard, and migrate away from email, marketers will
from your favourite brand or fellow fan in real-time? have to reinvent their approach to CRM to meet a new
breed of always-on consumers. These young users expect
WitH Brands
dialogue with brands in real-time, not when someone in the
CRM team pushes the monthly email newsletter button.
All of which puts those email based CRM platforms under
the spotlight. In short, asynchronous brand conversation
in real-tiMe.
is being replaced by synchronous brand dialogue. Just like
the great migration from snail mail to email, once again the
CRM model is being turned upside down, or literally inverted;
in the age of Facebook, brands must now embrace the new
reality of Managing Real-time Customers.
MRC

22. Of course some brands have already embraced this new ethos. The Diaries is a combination of pushed and pulled marketing
For example, Unilever’s Impulse brand has transitioned its content, as well as real-time contributions and dialogue
62,000 Fans
CRM program to Facebook, where its audience of young between brand and fan. Impulse campaigns, sponsorships,
teenage girls already spend significant time. The Impulse events, and news are all published and most importantly
Diaries program acts as an on-going MRC platform fully shared on the site. Impulse’s TV advertising even promotes
integrated and sustained within Facebook. the Facebook destination rather than the brand’s traditional
regularly
Web site. The result: over 62,000 active fans regularly
engaged with the Impulse brand.
The Diaries program is a cost-effective, insightful move by
fac
the Impulse team, which is further supported by Syncapse
engage WitH
eb
oo
k.c
om
/t h
research that demonstrates the power of embedding your
e
brand into the social graph. For example, on average fans
im
spend an additional $71.84 on products for which they are
pu
lse
di
fans compared to those who are not fans. Furthermore, 38%
ar
tHe iMPulse
ies
of respondents reported that they would likely become a fan
of a brand if they saw a family member or close friend do
so; a statistic not lost on the Facebook team as they roll-out
social plug-ins and programs like Sponsored Stories.
Brand on “38% oF resPondents
rePorted tHat tHey Would
FaCeBook.
likely BeCoMe a Fan oF a Brand
iF tHey saW a FaMily MeMBer or
Close Friend do so”
MRC

23. tw
The Impulse team isn’t the only example of a brand
it
ter
.co
embracing MRC. Dell uses Twitter to promote their latest
m/D
dell uses
offers and promotions in real-time; to-date they have
ellO
generating well over $7 million in sales. Best Buy has
utlet
launched their Facebook “Twelpforce” to crowd-source
solutions to common consumer electronics problems.
tWitter to
Starbuck’s 20 million fans get rewarded with discounts for
checking-in using the Places feature, not to mention the
ability to share their new product ideas and innovations
with the My Starbucks team. Albion Bakery in London has
launched BakerTweet on Twitter to lets their customers
ProMote
twitt
er.c
om
/TW
know in real-time what baked goods have just emerged from
ELP
FO
RC
the oven.
E
Once consumers get used to a local bakery tweeting about
oFFers &
baked goods in real-time you can imagine what their
expectations will be for some of the world’s best-known
brands.
ProMotions
in real-tiMe.
MRC

24. the needs and behaviour of your “Audience”. Different
audiences use different social networks for very different
purposes. Third, carefully develop your “Approach”. In our
experience, this is where most brands fail. They often rush
into places like Facebook only to disappear for extended
lengths; provide slow, corporate responses to very personal,
1. aiMs
real-time needs; and in worse case scenarios break best-
practice community management rules like publically
escalating arguments with angry customers.
Before launching ensure you assemble the right skills, rules,
2. audienCe
processes, and technology. We would highly recommend
embracing one of the new MRC technology platforms, such
as Buddy Media. Buddy Media enables you to cost-effectively
5 3
manage your entire Facebook footprint across the globe in
/12
3. aPProaCH
/m
every market. Similar to the early days of the Internet, brands
m
.co
et
are now confronted with a myriad of unmeasurable and
we
rt
ke
ba
inconsistent Facebook brands sites. Buddy Media addresses
user navigation issues, enforces brand consistency and
4. analyZe
integrity, and allows for re-publishing of Facebook content
across your social footprint, not to mention helping with the
Where to start? Before jumping into MRC we advise clients final “A”; quickly and easily “Analyzing” your performance
to go through a four step process, conveniently all starting via bespoke reporting and optimization tools.
with the letter “A”. First, define your “Aims” so everyone has
clarity on what you are trying to achieve. From the examples So take a lesson from Albion Bakery in London. If a local
illustrated above it’s clear that social networks can deliver bakery can make a Managing Real-time Customer model
on everything from sales to branding to customer service to work, you can too, even if you still use your index finger to
research to all of the above. Second, ensure you understand ring a doorbell.
MRC

25. Case study
radiosHaCk
holiday heroeS
Mindshare ChiCagO
As one of United States’ leading and best-known electronics
retailers RadioShack has a long-history of deep discounts
RadioShack
and very knowledgeable sales staff at its 6,000+ stores on Foursquare
across the country. At the end of 2010 RadioShack had for iphone
an ambitious seasonal goal to get buyers into their stores
where their experts could help them find the best electronics
gifts for the holidays. Mindshare Chicago helped devise and
launch a highly ambitious and innovative mobile marketing
program that turned consumers into Holiday Heroes. At the
heart of the program was a Foursquare-sponsored utility that
rewarded RadioShack followers with exclusive discounts and
offers as they checked into various Holiday Hero Hotspots,
including destinations such as gyms and coffee shops. Every
unlocked Holiday Hero badge was rewarded with another
exclusive deal. The program was promoted across both
paid and earned channels, including Twitter and Facebook.
Thousands of consumers participated in the program and
purchased even more RadioShack products. The total spend
of the Holiday Heroes was nearly four times the average
RadioShack customer. A simple but impactful idea around
a mobile utility that helped consumers get more from their
holidays both at RadioShack and elsewhere. RadioShack on Foursquare
MRC

26. Is it possible that sneakers are at the forefront
transForMers
of Internet marketing? Judging by Nike’s recent
online success trainers may be to the Internet
what soap and laundry detergent were to the early
days of TV. For Nike has boldly embraced the full
More than just advertising as usual spectrum of opportunities enabled by the ever-
growing Cloud, that ubiquitous, always-on digital
repository of content and applications.

27. Brands like Nike are transforming their advertising by
mashing-up content and code in new innovative ways
FroM PassiVe,
previously not feasible or practical in an analogue, short-
tail world. In fact, this transformed advertising is often
so helpful or so entertaining it doesn’t even feel like
advertising, which makes consumers want to search, share,
intrusiVe
and spend more time with it. In short, Nike and other brands
Cus
are transforming their advertising from passive, intrusive
to m
ize
messages to interactive, rewarding experiences.
yo
ur
own
Messages to
ik
Take Nike ID, which enables consumers to snap a photo of ei
N
D
at
sto
any colour and pattern and have a pair of bespoke sneakers re .ni
ke.
delivered to them. My kids had a field day capturing images com
with their mobile phone and creating their own personalized
Nike trainers. My boys spent quality time engaged with the
interaCtiVe
brand and never once considered it intrusive, interruptive, or nike is also sMart enougH to
indeed advertising.
Partner WitH otHer Brands to
Nike is also smart enough to partner with other brands
sourCe Content
reWarding
to source content and functionality outside of their core
competency in order to create these new mashed-up Yes, Nike still runs 30” TV spots and good old display banners.
experiences. For example, Nike has combined forces with However, these branded signposts are increasingly leading
Apple to create Nike+, an online experience that enables consumers to online Nike hubs where consumers can find
exPerienCes.
consumers to sync their trainers with their iPod to monitor useful online utilities and brand experiences rather than
their exercise performance and share their progress with another dreaded micro-site. Furthermore, these branded
a wider Nike+ community. To date thousands of runners experiences and applications are often integrated into and
have signed up to and regularly use Nike+ to compete with, distributed as Nike advertising, thus bringing the brand and
compare, and coach themselves and their friends. some real utility immediately to the consumer.
Transformers

28. sito
rsq
u
these useful health utilities throughout the Internet via paid
at
.co
and earned media, while still using the Good Morning Heart
CouCH
m
site as central brand hub for all of the featured assets.
Quaker Oats has gone from passive 30” TV spots simply
promoting the product to useful online applications
Potatoes in
beneficially featuring the product. Couch potatoes in India
now have a rich source of fitness and healthy eating help
while Quaker Oats sells more of its products, which are
good
m o rn i
ngheart.com weaved throughout every diet and recipe. Quaker Oats even
has a mobile application bringing all of this utility right to
india noW
Nike is not the only transformer in the industry. Pepsi your phone.
has had remarkable success with their Quaker Oats Heart
Healthy initiative in India. Similar to Nike, Quaker Oats leVerage tHe Cloud to Blend
found a key consumer need and leveraged the Cloud to
HaVe a riCH
blend professional and consumer-generated content and ProFessional and ConsuMer
applications into a highly compelling online destination,
which now has over 300,000 consumers actively checking
Content
on and improving their health not to mention over 25,000 In fact, mobile in particular brings enormous opportunities
sourCe oF
Facebook fans. Mindshare worked with Quaker Oats to for brands to create useful applications. For example,
develop and promote Goodmorningheart.com, a one-stop Benjamin Moore’s iPhone application enables you to simply
destination for health diagnostics, healthy cooking recipes, snap a photo of any colour to get the matching paint colour
nutritionists’ advice, calorie counters, and fitness tips code for you to purchase. Toilet paper is even getting into the
Fitness.
brought to you in variety of ways including online video, act. Charmin sponsored Sit or Squat, a mobile application
crowd-sourced content, and sophisticated applications. that enables you to find local toilets based on your location.
Similar to Nike, Quaker Oats also partnered in this case Via this mobile utility, Charmin gives you directions to the
with Apollo Hospitals to leverage professional and credible toilet, a photo, as well as consumer reviews and ratings to
content for the program. We also helped Quaker Oats deploy guide your choice.
Transformers

29. VieWaBle to
In the
motherhood MSN Partnersh
eVeryone
Transformers are also expanding beyond just utilities and
applications into entertainment, which has previously been
constrained by limited distribution channels and fixed
ip
viewing schedules. Companies like Unilever are developing
PlayaBle
branded content and plugging it into the Cloud where it is
viewable to everyone, playable anytime, and accessible on
any IP-enabled device.
Unilever’s In the Motherhood remains one of the industry’s
anytiMe &
best known examples. Mindshare worked with the Suave
brand team to produce short, online episodes featuring
humorous stories of moms and their kids. The key to the
program’s success was that these filmed stories were real-
aCCessaBle on
In
The
life tales submitted by real moms, voted on by a community,
M
and later professionally filmed in Hollywood. The Cloud
othe
rhood
enabled Unilever to mash-up consumer-generated content
with community management technology into a ground-
any iP deViCe.
breaking online video series. In the not so distant future
IP-enabled TV will enable consumers to not only choose
between today’s prime time programs but also new branded
content like In the Motherhood from the likes of Unilever
and other transformers.
Transformers

30. Now some financially-challenged clients may be
intimidated by the scale, ambition, and possible budgets
tHe Cloud
of some of these initiatives. Marketers should be reassured
that not every transformer idea needs to be big and
expensive. We worked with Unilever’s Axe brand in Japan to
Axe wake up call
help them launch and promote their rather erotic Axe Wake-
enaBles
up service mobile application. Axe’s challenge was to get
young guys to use the product on an everyday basis rather
than just as a “special occasion” cologne. Meanwhile, Axe’s
Unilever
research found that over 80% of young Japanese guys used
neW ForMs
their mobile phone as an alarm clock. The Axe Wake-up
service is a simple, small, and brilliant means to provide the
target audience with a useful utility – an alarm clock – that
also provided tremendous entertainment. And of course
it reminded each individual to use the Axe product on a
oF Content
daily basis. The results were outstanding with thousands of
participants downloading and using the mobile application
to-date.
uniMaginaBle
We liVe in a tiMe oF exCiting
neW PossiBilities
The Cloud enables today’s marketers to experiment with new
BeFore.
forms of content unimaginable in the constrained channels
and formats of yesteryear. Music, video, functionality,
applications, and even brands are being mashed-up to
create valuable and innovative experiences for consumers.
Uni
le v e r
It’s definitely more than just advertising as usual.
Axe wake up call
Transformers

31. Case study
nestle Purina
dog CHoW
maKe The incrediBle haPPen
Mindshare bOgOta
In Columbia’s capital of Bogota, there are over 88,700 stray
or abandoned dogs roaming the streets in search of food,
shelter, and love. Mindshare Bogota worked with Nestlé
Purina’s Dow Chow team to develop an ambitious program
that helped solved this problem by enabling dog lovers to
help feed stray dogs. The “Make the Incredible Happen”
program enabled pet owners to feed and support stray dogs
by simply registering their own dog on the Dog Chow Web
site’s online community. In just two months over 100,000
dogs were registered on the Web site. Furthermore, this
“Transformers” idea was extensively covered by Columbia’s
press across TV, newspaper, radio and magazines generating
significant and free earned media. In the end, Purina not
only created a thriving online community of pet lovers
regularly engaged with the brand, they also used the Cloud
to help solve one of Bogota’s major social issues. Online ads on aldeamascotas.com and caracoltv.com
Transformers

32. Discover more Original Thinking from Mindshare:
www.mindshareworld.com
www.slideshare.net/MindshareSocial
twitter.com/#!/mindshareinvent

33. Cloud Marketing
Original Thinking
by Norm Johnston