Marketing

The best webcam-based augmented reality application?

June 12, 2009 By Dan Thornton

I’m following the rising trend of Augmented Reality applications very closely -not only is it fascinating, but there are a huge amount of opportunities to do innovative things.

For me, it’s the rise of the MoBorg :- Ubiquitous mobile computing in your hand/pocket which allows for all of the information innovation that was only previously accessible to those indulging in wearable computing or science fiction cyborgs.

The mobile apps have really overshadowed those using a computer and webcam for one reason – most webcam-based AR has been around the novelty of a 3D image.

Now, though, we’re finally starting to see some webcam-based AR with some practical uses:

Developed by AKQA for the US postal service, you can view a Virtual Box hologram over your postal packages, meaning you can get sizing/postal costs correct without having to drag yourself to the nearest postal service or try and guess.

Genius.

You can try it for yourself at the USPS Priority Mail – Virtual Box Simulator.

7 reasons why companies need social media managers

June 8, 2009 By Dan Thornton

There has been a lot of debate recently about the need for companies and organisations to employ social media managers and specialists in a dedicated role – the main criticism appears to be that the role isn’t needed because employees already use social media.

That might be the case in a limited number of small organisations, but someone will end up as an unofficial social media expert. And as someone who performed the role for a large organisation, I know there are a number of good reasons for having one person as the focal point – even if every employee is actively representing the group or company.

1. Justification: Are employees going to use social media effectively when they have senior managers questioning whether it’s worthwhile?

2. Guidelines: Most people have a reasonable amount of common sense, but if you haven’t got clear guidelines for employees to refer to if needed, you’ve got no excuse when they get things wrong. And all it can take is one personal attack for even the most responsible employee to make a mistake. That’s assuming they even keep up to date with the latest legalities of using social media in addition to their day job.

3. Analysis: Do you know what’s working? And is a social network referring the most traffic because of scale, or because other social networks are being ignored or done badly?

4. Co-ordination: Do you trust independant employees to know where exclusive news should be revealed first? Or could a status message or tweet destroy your carefully planned campaign? Is the right content going online at the right time, to coincide with the right development work?

5. Research and Development: Is Facebook more relevant to your company than Bebo? Will you reach the right people on Twitter? And should you be improving the forum on your site, or developing a widget for social networks? The answers are different for every organisation, and indeed, every campaign

6. Coordinating external resources: Do you know enough to decide between a good and bad external agency when it comes to social media? And in a large company, are you sure other departments aren’t hiring other agencies at the same time?

7. Crisis management: When something does go wrong, you need a plan in place, and someone who can manage an effective response.

Whether or not social media is a specialist role, or part of a wider remit, there needs to be someone with the authority and accountability to ensure that the work feeds into the wider business effectively, with an effect on product development, customer service, SEO, and business strategy.

Amazon’s Kindle – now available with TheWayoftheWeb

May 19, 2009 By Dan Thornton

In case Amazon needs some help shifting a few more Kindles, I’ve done the kind thing and provided them with the content you can read here for free. And it’s available for a small fee after a 14 day trial.

Treat your Kindle to TheWayoftheWeb.

In all seriousness, I’m intrigued to see whether there’s a paying marketing for content available for free online, to see whether the Kindle obeys the law of mobile that content and services seem to generate money on those platforms more readily than via the web.

Plus I wanted to see how easy it was to sign up, given that Techcrunch has already experienced someone unofficially publishing their blog feed alongside their own.

And if it contributes a couple of bucks towards keeping my hosting going, then it’s a bonus!

Two things I’ve enjoyed recently

May 10, 2009 By Dan Thornton

It’s always nice to be able to post about good things for a change. So I thought I’d highlight a television advert I actually enjoy, and a company which have given me good service.

First up – the advert:

It’s a new Dyson, and I think it’s a great example of a product with the marketing built right into it (something which Dyson do a lot). What I like is that 30 simple seconds outlines the problem that the new vacuum cleaner solves without any outlandish claims of hard sell.

If it’s a problem which you recognise, you’ll want to buy one. And the best thing is the flipside – it doesn’t worry that people who don’t have that particular problem won’t buy the product, because they wouldn’t have bought it anyway. In fact it even makes you feel better about owning an alternative if it’s avoided the problem.

And on another positive note, I just wanted to mention that the firm I’ve used for car insurance, Adrian Flux, have been great both when I first booked the policy, and when I recently cancelled the renewal while I spend some time rebuilding my car. Considering my pathological hatred of phoning company hotlines or helplines, they were well-informed and helpful, and didn’t try to upsell me with things I didn’t want or need. So credit where credit is due – and I’ll happily use them again for insurance.

It’s why the announcement of record profits of the Co-operative Group lept out at me:

‘Chief Executive Peter Marks contributed the company’s success to a rejuvenated Co-operative Group.

He said the food business has been driven by successful store refits, product innovation and greater customer service.’ (bold added by me).

So innovative products and improving customer service could lead to record profits?

So why are so many companies absolutely rubbish at customer service?

Just off to another brilliant example of Twitter for events

April 15, 2009 By Dan Thornton

I’m just about to pack up my laptop and head over to Aperitweat, a cool gathering of Tweeple organised by the inimitable @tojulius.

It’s been publicised via his Twitter friends, registration was via Twtvite, a live Twitterstream will be at the event (hashtags #aptw or #aperitweat), and the whole thing is being streamed live via Ustream.

So in addition to the skills and contacts Julius already has (see the eventmanagerblog for examples), the marketing cost is nothing for a brilliant range of coverage which has packed the place to capacity.

Another example of the ability for self-forming events for little or no cost.

And that’s just a relatively low-profile example in a week when Twitter was used to attempt revoluation in Moldova (see some coverage via Nick Carr and All Things Digital).

And it’s in the week when the first drill has been created with some of the amazing $250,000 raised by the Twestival event in 2020 cities worldwide.

See more of the Twestival videos on Live Earth.