Creating the Value

 


80~90년대를 풍미했던 SONY사의 Walkman을 기억하시나요?

edvvc님이 촬영한 Walkmans.     


90년대까지만해도 레코드 가게에서 좋아하는 뮤지션의 테잎을 구매하고 소유하는 것이 일반적인 일이었죠

but, 인터넷의 등장이라는 커다란 환경적 변화로 인해

음반 제작자들이 가지고 있던 권력이 일반 소비자들로 자연스럽게 이동하게 되었고 

한시대를 풍미했던 walkman은 카세트 테잎과 함께 영향력을 잃어버리게 되었습니다.  


지금은 대부분의 사람들이 온라인 음악 서비스 (혹은 불법 공유 사이트)들을 통해 음악을 다운 받고,

아이팟과 같은 mp3 플레이어를 통해서 음악을 즐기고 있습니다. 

약 10여년 사이에 음악시장의 페러다임이 완전히 바뀌게 되어버린것이죠...

그리고

머지 않아 출판계에도 그러한 큰 변화의 물결이 iPad를 타고  더욱 더 거세지지 않을까 생각됩니다.   


최근 전 세계적으로 유명한 GQ, Vogue, Wired 등 매이저 매거진들이 최근 iphone / ipad 등의

휴대용 디바이스를 위한 서비스를 런칭하고 있는데요


smallgqvoguewirednyttmock1 Apple iPad tablet launches, as world watches in awe


그중 가장 눈에 띄고 혁신적인 서비스를 만들어내고 있는 곳이 WIRED 사 입니다.

(우선 깜짝 놀랄만한 ... 와이어드의 시연 영상을 보시죠...)


Wired Magazine on the iPad 
  


(세상 참 좋아졌다는 말이 절로... ㅎㅎ)


 "This is what we've been waiting for for 15 years"

 

와이어드의 편집장이자 롱테일 경제학으로 유명한 크리스 앤더슨이 지난 달 TED를 통해 공개한 이서비스는

Adobe와 함께 개발하였으며, 리치 텍스트에서부터 숏 필름, 360도 회전하는 이미지 기능을 포함되어 있으며,

트위터나 페이스북과 같은 소셜미디어와의 연동기능이 물론 포함되어 있습니다.




이러한 기능적 특징을 통해 기사 및 컨텐츠 뿐만 아니라 하나 하나의 광고에서도

개별의 스토리를 통한 유저들의 experience를 극대화 시켜주는 것을 가장 큰 장점이라고  할 수 있는데요  



영상속에서 크리스 앤더슨 편집장이 자신있게 말하는 것처럼

모든 컨텐츠 및 광고를 통해서 사람들이 느끼는 경험 (experience)에 대한 가치가

일반 사용자들이 돈을 낸 만큼의 월등하게 높아질 수 있는 서비스이며, 

그동안의 침체에 대해서 뚜렷한 돌파구를 찾지 못했던 매거진 비즈니스에 있어서는 

소비자와 새로운 관계를 형성할 수 있는 기회가 될 것으로 예상됩니다.  



6월에 런칭되는 이 서비스를 실제로, 기존 지면 대비 주목도 / 인지율이 

얼마나 올라갈지 수치적으로도 연구 해볼 가치가 있을 듯 하며,  

와이어드 뿐만 아니라 전체 매거진 회사, 나아가 인터넷 베이스의 미디어사에도 

이런 형태의 업무를 중점적으로 처리할 수 있는 인력, 혹은 외주 개발사의 기회의 폭이 굉장히 넓어질 것으로 보이네요 

(향후 국내에서도 디지털 마케팅 에이전시들이 적극 뛰어들 수 있는 시장이 될듯...)  


이 케이스를 보고 나서 UX가 비즈니스에서 차지하는 비중을 다시 한번 생각하게 됩니다.

(그러한 면에서는 ipad는 WIRED에게 있어 너무나도 적절한 플랫폼으로 볼 수 있을듯...)



이와 관련하여 얼마전에 디지에코 오픈 세미나로 열렸던  UX의 패러다임 변화와 대응전략에서의

발표자료를 함께 참고하면 더욱 좋을듯하네요


 

[발표 자료 원문]

스마트폰 돌풍의 주역, UX의 패러다임 변화와 대응전략_digieco_1003(수정).pdf



어찌 되었든, 앞으로 ipad를 통해 어떤 세상이 또 열리게 될 것인지... 무척 흥미롭게 지켜볼 이슈입니다 ^^    

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Campaign Idea Check List

2010.03.26 09:50 : Etc...

 
Brand Value Proposition
(이 브랜드가 제공하는 가치)
 
Core Needs / Insight 
브랜드를 소구하는 소비자들의 주요 필요, 추구가치, 비추구 가치 등 target관점
 
Challenge / Opportunity
제품의 한계/가치 & 소비자의 필요, 관점을 통한 도전과제 도출 및 기회 포착)
 
Key Message
그런 소비자들에게 브랜드가 하고 싶은 이야기
 
Key Campaign Strategy
이야기를 담아낼 캠페인의 구조 전략
 
IDEA
핵심 아이디어
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[POST Digital in Marketing]이란 주제로 열렸던 9fruits 사내 교육과정에서

김남호 대표님의 수업을 통해 접하게 된 내용

- Context Marketing : Arenas(cooperative platform) / Utility (service experience)  

- Marketing (or Advertising) as the product 



그동안 스스로는 이해한다고 생각하면서도 
사실... 남들에게 설명하기에는 머리속에서 내용이 빙빙돌던 ...


- 마케팅의 근본적인 가치 
- 미디어 현황의 변화 
- Why Digital?
 
에 대해 스스로 정리하는데 굉장히 도움을 받은 자료



Context Marketing, arenas, utilities and the convergence of them
View more presentations from Helge Tennø.

Context, Value & The New Marketing Economy
View more presentations from Helge Tennø.





When the marketing becomes the product
View more presentations from Helge Tennø.



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내용중 공감갔던 내용을 중심으로 메모 몇 줄...   
 



Contextual Marketing
 
Marketers think they can reach people all the time,
but,  they can't actually
people can reach marketing all the time,
which is much more significant.
 
- Brand now have the opportunity to be reached,
   by people, when people want to.
  
Being accessible when and how products are used or where our company
and it's values are relevant will be of vital importance to brand
Owining the experience is crucial

 
The only reason for people to access marketing
inside sitations is because they gain something valuable
 
If marketer can't tell their own story,
the goal becomes making the participants story better.
  

We are moving from messaging to services,
from unwantedness to cereating deliberate value
 
 
Applications utilze the collaborative pool of creative wisdom and conten for extended value


The goal of marketing is not to win the battle of stories (as is the case for traditional media marketing),
but to understand the abilities, emotions and activities of a situation
- the context- and add deliverate value to it
 

Brands need to see themselves as value creators,
adding value to contexts where their value is appreciated and needed


It's about creating deliberate value
Building direct relationships and great marketing through
connected services, utilities, arenas and stuff

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Starbucks Gets Its Business Brewing Again With Social Media


How the Company Turned Around Sales by Finding 'Intersection Between Digital and Physical'

Share on Twitter Share on Facebook Submit to Digg Add to Google Share on StumbleUpon Submit to LinkedIn Add to Newsvine Bookmark on Del.icio.us Submit to Reddit



CHICAGO (AdAge.com) -- Let's get this straight right away: Return on investment in social media is not measured in how many friends you have on Facebook or how many followers you have on Twitter. It's not calculated in trending topics or YouTube comments. It should, in fact, be held to the same criteria other marketing channels are: Did it move your business?


 



It's done just that at Starbucks, which is a digital marketer worth watching.

No one would have guessed at that turn of events during the chain's dark days of early 2008. Sales and traffic had begun to slip for the first time in its history as a public company. Founder Howard Schultz, returning to handle day-to-day management, even admitted that Starbucks had lost its soul. As part of Mr. Schultz's multifaceted turnaround plan, the chain launched MyStarbucksIdea.com in July 2008 as a forum for consumers to make suggestions, ask questions and, in some cases, vent their frustrations. The website now has 180,000 registered users. Some 80,000 ideas have been submitted, 50 of which have been implemented in-store.


Chris Bruzzo, Starbucks' VP-brand content and online, said amassing Starbucks' 5.7 million Facebook fans and 775,000 Twitter followers could be tougher for a dental-floss brand. "Maybe we have an unfair advantage because in so many ways Starbucks and the store experience is like the original social network," he said. Consumers "come in, hang out and talk to our store partners. They sort of got to know us as a brand in a very social way."


But he's quick to point out that Starbucks' advantage could easily have been squandered. "If we had approached it not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer relationship-building environment."


More important than the number of fans, however, is that the coffee chain is beginning to see sales lifts following social-media promotions.



Results
Starbucks posted its first U.S. same-store sales gain in two years for the last quarter during a time when the company relied on digital and social-media promotions instead of what had become an annual TV blitz. The chain partnered with Pandora to sponsor holiday playlists, staged a Facebook sing-a-long and leveraged its partnership with Project RED to drive traffic to a dedicated microsite -- and its stores, offering a free CD with a $15 purchase.


Mr. Bruzzo said that the company is benefitting from a trend "toward this intersection between digital and physical."

"We're seeing the beginning of that," he said. "The experiences you have online can translate to rich offline experiences."

The first time Mr. Bruzzo noticed this intersection was on Starbucks' "Free Pastry Day" last summer, when consumers could visit the company website or its Facebook page and download a voucher for a free pastry. Mr. Bruzzo, who visited multiple stores that day, said he was amazed at the number of people standing in line holding coupons they'd printed out. He said the impetus for free pastries was the volume of faithful online followers asking to be included on new products or other company news.


The secret to Starbucks' social-media success is, at least in part, the fact that it plays it cool. "It's not like we started our Facebook community, got to a million people and started pushing offers at them," he said. "We built up a community of people who enjoy engaging with our photo albums from our trip to Rwanda, who loved to have these shared moments around their favorite drinks." Then, fans started asking the company what was going on, and how they could be included.



'Straight scoop'
An added benefit of Starbucks' social-media progress has been the ability to quickly manage rumors that could have dogged the company for days. Last January, a story spread that Starbucks was donating its profits in Israel to fund the country's army -- even though Starbucks doesn't have any cafés in Israel. These days, Mr. Bruzzo said, when misinformation gets out, it's easier to nip it in the bud.

Chris Bruzzo, VP-brand content and online, Starbucks

Chris Bruzzo, VP-brand content and online, Starbucks
Internally, it's called the "embassy strategy." Starbucks strives to make MyStarbucksIdea and its Facebook and Twitter pages places that "when you go there you know you're going to get the straight scoop," he said.

After ceding its usual first-to-market status to competitors, Starbucks launched two iPhone apps in September, one for general café purposes, with store locators, details about specific blends and nutrition information, and the other to support its loyalty card. Moving forward, Mr. Bruzzo said the company will be looking for ways that consumers can connect with each other from inside the apps.


In the meantime, Starbucks is testing functionality that allows loyalty-card holders to pay with their phones.

Starbucks' agencies are BBDO, PHD and Blast Radius.

Unlike many marketers, Starbucks doesn't run its Twitter feed out of its PR department. The chain's voice on Twitter is Brad Nelson, 28, a former barista who rose through its IT ranks.


When the company was looking for ideas to re-engage with its core customer in 2008, Mr. Nelson suggested that he begin a Twitter handle for the brand, and it now has 775,000 followers. The brand relies on the 28-year old to translate the Starbucks experience for the online community, search out confused or disgruntled consumers, chat about store offerings and even crack jokes.


Chris Bruzzo, VP-brand, content and online, said that Starbucks was beginning to institute its turnaround plan in early 2008 when Mr. Nelson announced he was ready for something new and wanted to get involved in the chain's online efforts.


"I sent him away and said 'Fine, sure,'" Mr. Bruzzo said. But about two weeks later, Mr. Nelson gave him a presentation about Twitter and the opportunity to communicate directly with consumers as questions arise. Mr. Nelson sweetened his pitch by adding, "It's a lot like being a barista on the internet." Mr. Bruzzo recalls greenlighting the project, and after a period of working with Mr. Nelson, let him loose on Twitter.


Mr. Bruzzo gives credit to Mr. Nelson and his "willingness to take smart risks," but shares some of the kudos for Starbucks. "I guess you have to have a brand like this and an environment that's open to innovation and someone like Brad with the passion and personality."


Now Starbucks is finding more ways to use Mr. Nelson. He took a week-long cross-country drive last fall with comedienne Erin Foley and an Edelman entourage to help launch Via. The group made stops for a web series along the way, passing out product samples.


원문 :  http://adage.com/digitalalist10/article?article_id=142202


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소셜미디어 상에서의 몇명의 팬들을 모으냐보다 더욱 근본적으로 고민해야 할 문제

"Did it move your business?"



소셜미디어를 통해서 소비자와의 engagement  형성

나아가 직접적인 세일즈에 기여할 수 있음을 보여주는 case 

(우리나라에서도 무료 or 세일 쿠폰의 힘은 이미 많은 사람들이 경험했던 사례...)




77만이 넘는 follower를 가지고 있는 인터넷 바리스타 - Nelson의 사례도 깊이 생각해볼 포인트

 

 



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일어나서 박수를 치고 싶었던 두 가지의 감동 포인트


"I could play with these balls all day..."


"Wow...They look like new!"


진심으로... 자발적 viral을 유도 할려면 이정도의 감동은 있어야 하지 않을까?


AXE..  여전히 날 실망시키지 않는다... ㅎㅎ
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티스토리 툴바