Archive Page 3

Why is Better than What

I’m a bit late to this great talk from Simon Sinek, but it really resonated with me, so I thought I’d share it here for anyone else who might have missed it (it’s also worth watching a second time if you’ve seen it before!).

Simon’s overall premise is that people buy into compelling reasons more easily than they buy into specific functions.

His argument is very well put, and the logic is very difficult to dispute, but for some reason, marketers around the world still struggle to grasp the implications.

Brands that understand why people should care are far more likely to succeed than those who just push the what.

If you want to know more, check out Simon’s Start With Why website.

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Data Don’t Tell Stories

Data may not lie, but people’s selective interpretation of data can significantly change the stories they tell with data’s support.

Take this piece of analysis from the IDC, “the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications and consumer technology markets”:

Despite beating Wall Street expectations in terms of shipment volumes, Apple’s share in the worldwide smartphone operating system market posted a year-over-year decline during the second quarter of 2013 (2Q13). Meanwhile, Android and Windows Phone both managed slight increases during the same period. “The iOS decline in the second quarter aligns with the cyclicality of iPhone,” says Ramon Llamas, Research Manager with IDC’s Mobile Phone team. [from here]

Now, let’s look at the actual data:

SMARTPHONE OPERATING SYSTEMS 2Q13

[data source]

Of course, what the IDC notes is true – Apple’s share has declined by 340bp over the past 12 months – but the important part of the story they’ve chosen not to highlight is that Apple’s shipments still increased by 20% during the same period.

My interest here is not whether iOS is going to beat Android though; I’m merely concerned with this skewed representation of an important story.

As  with all propagandata, it’s another case of “torture numbers and they’ll tell you anything.

Always question what the numbers really say, not what the presenter chooses to highlight.

Dazzling SlideShare Decks

Barry Feldman contacted me a while back to ask about my experiences with SlideShare.

We’ve had well over 1 million views on our We Are Social SlideShare account, and it’s become a cornerstone of our marketing, so he was curious to know if I had any tips on what makes a SlideShare deck ‘dazzle’.

Barry also collected tips from a number of his favourite SlideShare contributors, including the wonderful teams at Slides That Rock and Marketing Profs.

He collated these tips in this insightful post on the SlideShare blog a couple of days ago, but I couldn’t resist turning those tips into a deck of their own.

So here they are, uploaded to SlideShare in a (hopefully) dazzling deck of their own.

And true to the tip that I offered Barry, you can download the complete deck by clicking this link.

Social Brands & The Future of Marketing

“The best brands don’t just predict the future; they define it on their own terms.”

We’ve been spending a lot of time thinking about Social Brands in the We Are Social team, and we’ve been sharing those thoughts through our Social Brands series.

The SlideShare deck above brings all the individual presentations in the series together in one handy place.

The thinking extends well beyond these slides though, and you can find the full story behind each section in the following posts on the We Are Social blog:

Social Brands 1: Social Equity Drives Brand Equity

Social Brands 2: Communities Have More Value Than Platforms

Social Brands 3: From Ads To Added Value

Social Brands 4: Go Mobile Or Stand Still

Social Brands 5: From Big Ideas To Evolving Leitmotifs

Social Brands 6: From Selective Hearing To Active Listening

Social Brands 7: Experiences Are The New Products

Social Brands 8: CSR Evolves To Become Civic Marketing

You can also download the complete presentation deck by clicking here.

I’d love to hear your thoughts on this, so feel free to share them in the comments below, or on Twitter via @eskimon.

Social, Digital and Mobile in Asia (2012 Edition)

Asia’s digital landscape continues to evolve at an astonishing rate, and staying up to date with the latest data and trends can be a challenge.

We have good news, though: today, we’re delighted to launch a new edition of our hugely popular #SDMW reports.

In the SlideShare presentation above you’ll find our Asian Overview report, with more than 100 slides of the latest facts and figures from around the region, including select highlights from each of the 24 countries we cover.

We’ll follow this overview with individual country reports over the coming weeks, each one packed with all the local stats and facts you need to understand the Social, Digital and Mobile landscapes and audience behaviours in the world’s most dynamic markets (get them here first!).

To start with, though, here are some highlights from the overview report:

  • There are now well over 1 billion internet users around Asia;
  • At least 811 million of these people use social media;
  • 50% of the world’s social media users are in Asia;
  • More than 10 million new people in Asia join Facebook every month;
  • Asia is home to more than 3 billion mobile subscriptions.

All of these numbers are significantly higher than those we reported in the previous edition of the #SDMW series that we released back in November 2011:

  • The number of internet users in the region has grown by almost 14%;
  • Users of the top social network in each country around Asia have increased by more than 8%;
  • Mobile subscriptions have seen growth of more than 12%.

It’s not just the growth in user numbers that are impressive, however; netizens in Asia spend almost 2 million years of combined time on the internet every month, watching almost 45 billion online videos.

That’s more than half a trillion videos every year.

We also noted a continued trend of diversity in behaviour around the region.

Despite becoming Facebook’s biggest region just a few weeks ago*, the world’s favourite social network ranks just 4th in Asia by user figures. However, Buddy Media found that Facebook is still the platform of choice for brands around the region, with almost 9 in 10 Asian companies giving it a ‘Like’. They also report that two thirds of Asian companies on social media have a presence on Twitter.

Most companies focus the majority of their social media efforts on marketing, but figures suggest an increasing number of Asian brands are adopting social media for customer service purposes too.

Meanwhile, the mobile opportunity is becoming increasingly important around Asia too, with 4 in 5 companies in the region stating that mobile social is “an important part” of their overall strategy.

Be sure to check out the full deck for many more insights. Meanwhile, if you’re looking for regular updates on Social, Digital and Mobile news around Asia and beyond, be sure to check our Tuesday Tuneup and 5FF blog posts each week. Even better, you can sign up to have them delivered to your email by clicking this link.

You can download the full PDF by clicking here – if you do, please show your support by sharing this post in a tweet.

And for those of you who are stuck behind a firewall and can’t view SlideShare, justsend us an email and we’ll be happy to send you a copy of the report.

[this post originally appeared on our We Are Social blog]

Social, Digital and Mobile in Asia

We’ve been sharing in-depth profiles of the social, digital and mobile landscapes of 24 Asian countries over on the We Are Social Singapore blog over recent weeks.

We’ve still got a few left to publish, but here’s the regional overview to whet your appetite:

Come on over to the We Are Social blog to see detailed stats on China, India, and many more countries as well.

More Than Creativity, Advertising Is About Business

Dave Trott is a true master of common sense: he has a knack of explaining things you (thought you) already knew, in ways that help you understand them in a totally new light.

I learned so much from this talk he gave a while back at the APG that I feel compelled to share the whole thing here.

It’s an hour or more long, but make time to watch it all – sit down with a drink and give it your full attention.

And take notes – I guarantee you’ll want to refer back to things. I took so many notes, I ran out of space in my notebook.

Take it away Dave.

Part 1

Part 2

Part 3

Part 4

Part 5

Part 6

Part 8 [there doesn’t appear to be a part 7]

Part 9

Part 10

Thanks very much to Gwen for introducing me to this great talk