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The Power of “If”…This Then That

Posted October 17, 2014

Lifestyle thermostat image (2)

It seems that every month we’re met by another piece of new technology from a start-up or an evolved product from a longstanding household name, many of which offer something valuable to us in their own particular way. But isn’t it frustrating that they don’t all work together in wonderful harmony? Each device battles for our attention, its value intrinsically linked to its ease of integration into our lives.

So what if there were a way of having your Fitbit talk to your GMail calendar to log activity, or your change in location control your home heating to save unnecessary spending? As science fiction as this may sound, there is a very simple solution – and despite its use of the term ‘recipes’ to describe its software commands, you don’t need to be a contender for the Great British Bake Off final. Meet IFTTT – which apparently rhymes with ‘gift’ – otherwise known as If This Then That.

IFTTT is a software platform that allows connections between websites, social platforms, and IP-enabled devices. These connections are known as recipes and contain a command to one channel or device that is triggered by an action on another.

My personal application of IFTTT has evolved as my tech usage has changed and online platforms have evolved. For instance, when Twitter stopped supporting Instagram images I turned to IFTTT to provide the answer. A simple recipe which creates a tweet with an image and posts it via my chosen account, every time I post to Instagram – handy!

Now imagine another scenario: your heating is set to come on at the same time each day – but your hectic work life does not conform to a routine; you’re not going to arrive home when the house starts warming up, as you’ve been caught in the office for an extra hour or two. By the time you’re due back, the water that had been heating up will be getting cool and the radiators have been heating an empty home – all wasting energy and money.

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3 Monkeys’ client Honeywell has just announced that its evohome smart thermostat is now compatible with IFTTT: owners are able to put recipes in place to help manage this – and other – issues. For example:

  • IF I exit a specific post code, THEN turn off my heating
  • IF the temperature outside drops below 5°C THEN turn my heating on
  • IF the temperature outside rises above 25°C, THEN turn off my heating
  • IF it starts snowing THEN set my bedroom to 22°C
  • IF my calendar says I am on holiday, THEN set my evohome to turn off the heating.

It’s early days for Honeywell’s IFTTT integration, but this is an amazing glimpse into the possibilities offered by the Internet of Things. We will undoubtedly see many more IFTTT applications which will change how all our devices and services connect to one another to make our lives simpler, more efficient and less stressful. Enjoy…

Add your fitbit daily activity Automatically set your latest Instagram

Send instapaper highlights to Evernote What are you searching for on ebay

Mute my Android device when I get to the office and turn on vibrateSave my email attachments

 

 

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Demonstrating the value of social media in B2B communications

Posted September 24, 2014

HowCanIHelpYou

We recently attended an event hosted by PRmoment.com looking at social media best practice in B2B communications. There was a wealth of speakers from great brands on show, they included:

  • Dave Stevens, British Land
  • Heidi Lemmetyinen, CA Technologies
  • David Keene, Google At Work
  • Alistair Wheate, Gorkana
  • Jessica Brookes, Avanade
  • Joe Hanley, IBM Europe.

The event took a deep dive into the great ways in which these organisations are using social media to tell their brand story and build communities of customers and advocates. We were hoping to pick up a few tips but also found reassurance in some of the shared experiences and approaches.

With IBM’s latest CMO study revealing that 66% of CMOs feel underprepared for the growth of social media, the discussion centred around the ways in which brands can help educate the C-Suite on the value that social brings to the marketing mix. The majority of presenters found that sharing social toolkits with internal stakeholders, including suggested LinkedIn posts, tweets, blogs, images and soundbites, proved successful in helping to get them involved in social. Executive social profiling and competitor benchmarking is an approach that has proved successful with a number of our clients such as Microsoft Advertising. Our approach is to equip and train their C-Level executives and sales teams with the right tools and integrated content plans to easily share key information, amplify campaigns and help build their online profile in an authentic way.

Most of the brand discussion reflected the trend of brands as publishers, or as the marketers would call it, the rise of native advertising! Company blogs were highlighted as the main ‘hub’ from where all social activity is now driven. There was discussion on how there has been an increase of brands building in-house editorial teams to develop and share content, mapping out themes and talking points throughout the year – very much like today’s media newsroom. In our experience, this approach is bolstered by managing and mapping key influencer and stakeholder relationships. It is important to engage with subject matter experts in their field at an early stage to ensure that the brand is producing compelling and accurate content, while also building relationships with key industry influencers to help tell their story credibly. At 3 Monkeys, we invest a lot of time on influencer mapping and building newsroom hubs that take a content marketing approach to all aspects of comms, having rolled-out successful content-driven campaigns for clients such as Lenovo, Microsoft, Trend Micro, Samsung and Truphone.  For us, it’s about an approach that understands when, where and how to lever earned, owned or bought media channels for maximum effect.

Another common theme from the event was that there’s still no silver bullet to help put a dollar ROI on social media success. However, there’s a common understanding that in order to demonstrate the true value of social we can no longer measure it upon last click attribution – we need to understand the buyer journey behind that final click. 3 Monkeys content marketing approach is about brand building and bytes! We know a smart PR-driven, content marketing approach needs to drive awareness, preference, consideration and purpose. In a B2B world, content has to map to the sales journey and show impact. Our unique, evaluation and tracking tools really home in on this.

Alistair Wheate from Gorkana explained this really well when he compared last click attribution to a vicar being credited for a marriage, rather than looking at all of the relationship contributors that built up to the big event. Google and Avanade showed how they’re investing a lot of time into understanding today’s complex multi touch buying journey and developing customer personas to identify the stages where they can engage with them on certain content. 3 Monkeys’ experience has been that you can’t build any kind of credible campaign or content strategy without strong insight and evidence-led, customer persona building. This forms a central part of our influencer mapping and is certainly helping to illustrate the true value of social.

To finish off, we wanted to share five great tips for B2B social media success from Dave Stevens (@davestevensnow) from British Land. Some of it we know, but are agreed that we all benefit from being reminded!:

  • Don’t use a radio to communicate to the deaf

The majority of the C-Suite don’t actually use social media. You need to pick the right channel to engage. It’s also important to understand what time of the day works best for specific social channels, to ensure you’re capturing your audience, as well as tailoring your content depending on the channel. For example, LinkedIn works better for sharing research and reports; Twitter is better for news.

  • The best way to get to the Prime Minister is through ‘Sam Cam’

People listen more to the opinions of friends, family, work colleagues and partners etc. We listen to people, not computers or faceless organisations. To help influence a wider community, it’s important to get local advocates to be in support of a message first; encouraging employees to act as online brand ambassadors.

  • Tweet not bark

It’s a conversation. Social media is about building 1:1 relationships so always needs a tailored and personal approach to encourage people to engage and react. Target individuals, rather than the masses.

  • Nothing is free

You need to pay for the right social media analytics so that you have the most accurate intelligence on what people are saying about your brand. When armed with the right analytics, you can better understand the trends and insights so you can better act upon them.

  • You don’t learn to bake by watching Bake-off

You need to practice it yourself to really understand and improve the way that you’re using social. Only then can you get the true benefits.

Adam Clatworthy
Account Director

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All Aboard! – We’re on track with Thomas the Tank Engine

Posted August 28, 2014

Thomas The Tank Engine

You might have seen it reported on Digital news sites (like this) but if not, we’re delighted to announce that we have won the Social Media brief for HIT Entertainment’s Thomas & Friends, Fireman Sam and Mike the Knight – all iconic and very much loved characters that we’re relishing the chance to bring to life for parents and children.

We’ll be delivering an ‘always on’ content strategy, supported with fully integrated campaigns and community support.

Kate Schlomann, VP Global Brand at HIT Entertainment, said: “As a business, we are focused on telling great stories and creating endearing characters that children and parents want to engage with.  That storytelling goes beyond the content consumed in books or on TV.  We recognise that our core audience of parents spends a significant amount of time online and we want to ensure that for all our brands, whatever the brand life stage, our digital touch points offer the consumer an engaging experience. 3 Monkeys demonstrated that they’d really got under the skin of our brands and have some original and exciting ideas for social content and campaigns moving forwards.”

We’ve already kicked off so be sure to follow the twitter handles of 3 Monkeys, Thomas & Friends, Fireman Sam and Mike the Knight to see what we get up to.

Full steam ahead.

Hugh Burrows

Head of Digital

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I’m feeling good…

Posted August 13, 2014

Go ahead blog

What do you get when you combine edible art, an epic London rooftop, some seriously fruity inflatables, and all the go ahead! biscuits you could ever wish for? Our fruity, feel good extravaganza of course!

Let us tell you more… as part of go ahead!’s new £4 million marketing campaign celebrating fruity, feel good moments with consumers, and the new advert which hit TV screens in June, we created an event at the beautiful Cannon Bridge Roofgardens– to help build interest and delight within the Healthier Biscuit category…

We compiled research into what makes Brits feel good with the help of Sophia Davis, one of the UK’s leading life coaches, surveying 1000 respondents. This revealed some interesting insights, with everything from walking in sunshine to receiving flowers, and getting into fresh bed sheets coming out on top.

We then recruited and collaborated with creative Miss Cakehead, who brought all these feel good moments to life in our very own fruity, feel good extravaganza.

From watermelon bowling to squishing 10 foot long grape walk, and a live, sequin-clad DJ to a Mariachi band, we surprised and delighted media and consumers alike with a bombardment of the senses. A highlight had to be the live dessert making by London Mess using go ahead! bars and the fruit used across their range – delicious!

Go ahead blog2

With the sun shining and one of the most epic views of London to enjoy, everyone left feeling great and the event was a huge success. One of our journalist attendees claimed that it was the best event she had been to all year, and one of our consumer attendees said that they hadn’t stopped laughing since they arrived. Not only did the event and research generate great social and influencer coverage, the story was covered in such titles as The Daily Express, Mirror Online, Female First and the Huffington Post. Check out the video from the event to get a feel of what it was like:

 

Alice Pinder

Junior Account Executive

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A Ticking Time Bomb or an Irrational Fear?

Posted July 15, 2014

Social Media timebomb

On Friday, PR Week reported on a survey of 500 UK businesses about their attitudes to social media.

It revealed that three-quarters of respondents view social platforms as problematic because of their propensity to attract damaging negative comment that can affect reputation or sales. The MD of reputation management firm Igniyte, which commissioned the research via OnePoll, on learning of the effect of negative reviews on click-through rates, felt compelled to describe social media as a ‘huge ticking time bomb’ for businesses.

Whilst these concerns are undoubtedly valid, it seems that the other half of the story has not really been told – or at least only partly told, notably by Travelodge’s Shakila Ahmed, who’s also quoted in the article:

“All our managers monitor TripAdvisor. We have a structure that allows us to speak to them regularly, to find out what went wrong in the case of a bad review and what they have done to put it right. If you are dabbling online you have to have a level of commitment that will allow you to provide proper customer service and respond in a timely manner to comments.”

The other half of the story, in full, reads a bit like this: if you’re a business that’s in social media (or is pondering whether to get into social media), you need to do two things…

  • Firstly, HARNESS THE POWER OF POSITIVE. Social media can be hugely beneficial – far more so than harmful in the case of the average brand. Harnessing  this benefit means promoting good reviews, both on and offline, heroing those social followers who support and recommend your product or service, launching an advocacy programme by engaging with appropriate bloggers and influencers, and delighting your social audiences by consistently creating great content that’s entertaining, useful, clever or thought-provoking. It also means responding swiftly and appropriately to negative comment and letting your followers see that you are doing this: they’ll soon understand that you’re listening and you’re acting. You may also find that many of your social followers intervene to defend you when unfairly attacked. I recently witnessed this on Microsoft Windows’ Facebook page, when they’d just announced the release of the Surface Pro 2. The predictable Microsoft-bashers (OK, Apple zombies) demanded en masse to know who would possibly buy a tablet ‘at this price’, only to be shot down by numerous comments from slightly more alert tech fans and influencers who had recognised the true promise of the machine: a very high-performance laptop in the body of a tablet, making it one of the ultimate PC convertibles. The device garnered superb reviews in the consumer tech media – and these reviews, along with scores of positive social comments, gifted Microsoft a wealth of great content and some hot leads for a social advocacy programme.

 

  • Secondly, DON’T GET SCARED, GET PREPARED!  Make sure that you have an appropriate social reputation management procedure in place and – crucially – the resources to support it, whether internal or external. The latter often makes sense given that internal teams may be committed in other areas – whereas external specialists already have the expertise, processes and tools to deliver. Start off by creating a ‘comment matrix’ and sort social comments into positive ones, questions, negative ones, and plain trolling (that’s off-topic, illegal or abusive). The latter can usually be deleted straight away – additionally you may block or report the user if necessary. For the remainder, create a protocol for what you’ll do in each case: this might mean drafting FAQs, publishing weblinks to customer resources, devising a template for a reactive statement by the business, or agreeing escalation points for more serious issues. - Once that’s done, you should make sure that you have the appropriate listening tools in place, agree a response time to each type of feedback – and stick to it!

Just one blog post… but hopefully enough to start defusing the time bomb.

Hugh Burrows 

Head of Digital

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Headlines from the Losing Nation

Posted July 11, 2014

“It’s 5-0… FIVE-NIL”, stormed Steve Wilson on the BBC TV commentary team as Germany extended their historic lead less than 30 minutes into the first half of Tuesday night’s World Cup semi-final, concluding, “absolute humiliation…”.

We all know how it finished for Brazil -and deep into the night, headlines were being drawn up the world over about their crumbling under the weight of emotion and expectation.  Here in the UK, The Guardian went with “Germany Destroy Brazil’s final dreams with seven-goal battering” – which arguably was one of the kinder ones.  But how did the Brazilian press report it? And how did a country with football so rooted into its culture (not to mention its five previous World Cup wins) take this historic loss and articulate it to 200 million Brazilians?

Copa A Gazeta focused on the fans’ anguish:

Massacre

Hoje went with “Disgrace” – and a poignant image of a falling sixth star to show what might have been:

Hoja

A Tarde went with “Here lies the dream of a sixth championship in 2014 – it died of shame” – a tough sentence for any player to swallow:

 

A Tarde

Scathing attacks and pointed fingers were of course what were delivered the morning after – and images of heartbroken fans and players alike were there for all to see.  So it will be interesting to see how the nation heals; and more immediately, how will the fans and press react to Saturday’s Third Place Play-off after tearing the national team to pieces in the media on Wednesday morning?

You can see a further 50 front pages in this album, all with translations and brilliant photographs.  All being said, what’s slightly reassuring is that it shows we aren’t the only nation that loves a good dig at the national football team…

 

Soccer - England and England Under 21's Press Conference - Wembley Stadium

 

Craig Stockwell

Marketing Manager

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JAY WALKING THE STREETS OF LONDON

Posted July 10, 2014

3 Monkeys’ brief from Bing was to encourage Brits to give the Microsoft search engine a go – so we recently teamed up with actor James Buckley (aka Jay from ‘The Inbetweeners’) to host a get together in London’s trendy Shoreditch while searching where to go next via Bing.

Throughout the night James challenged people on Twitter to ‘try something new’ by finding him using clues which could only be solved using Bing.

And those who found him, as we weaved through the streets of east London, were met with some amazing surprises involving colour explosions, a ukulele jamming session and more – needless to say it’s gone down as a night we won’t be forgetting any time soon.

See how James’ awesome night out unraveled on the video below.  It might just inspire you to Bing it On next time you plan a night out…

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The Tour de Selfies: An Exercise in Narcissism

Posted July 8, 2014

Tour de France Selfie

We’ve been blessed this month to have the Tour de France on our very doorstep – and not just rolling through London, but gracing one of the homes of British cycling, in Yorkshire.  However aside from the prowess and magnificence only an event like the Tour can bring to the UK, it has also been responsible for a significant twist to a huge trend we’ve all come to know in recent times: the selfie.

‘Selfie’ was, you may recall, the international word of the year in 2013 and as we’ve blasted through 2014 it’s a term which has become ubiquitous with everything from festival-goers to celebrities, and girls’ nights out to sporting events.  And at the weekend, my Facebook and Twitter feeds were riddled with #ShamelessSelfies as spectators stood perilously close to the cycling action capturing themselves in the thick of it.

Tour de Selfies

Aside from the potential danger these people pose as they turn their back to a group of riders moving at speeds of up to 70 kph while leaning into the road to get the selfie, it’s become painfully evident that this form of photography is no longer an artistic expression – more a way of simply saying “I was there, look at me”.  Pro cyclists have aired their concerns over the trend too, with Team Sky’s Geraint Thomas describing selfies are The New Pain in the Backside, while BMC’s Tejay van Garderen took to Twitter to point out:

 

and

 

Photography has always removed the individual’s involvement from an event to a certain extent – and while the evolution of wearable tech aims to navigate this issue, there are clear trade-offs.  But now with the selfie, people are not simply capturing the action through a lens as they watch through a blinkered aperture – they are almost removing themselves from the moment all together.  While I’ve always found myself frustrated by the naturally narcissistic nature of social media, the trend has now spread to the pockets of smartphone users everywhere, able to put their attendance flag in the ground.

As a cyclist and long-time pro cycling fan, the risks these individuals present and their self-fulfilling mind-set is even more nerve wracking than the sprint to the line.  For the next three weeks I will continue to hold my breath as selfie addicts dice with near death during the world’s most famous cycling race – let’s see how this develops.

Felix Hemsley

Digital Account Director

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Monkeys Get their Burger Face On…

Posted June 24, 2014

 

TGI Fridays is a longstanding client here at 3 Monkeys and one of the perks of the account is helping a new team member to ‘integrate’ by taking them down to our local Friday’s in Covent Garden and getting our chow on.

Vegetarians – and team newbies – Charlie and Allie were pleased to find that despite Friday’s reputation for serving up some of the best ribs and burgers in town, there’s plenty to keep our meat-swerving-sistas satisfied.

I went for a full rack of JD-glazed ribs drenched in Friday’s signature Jack Daniel’s glaze – the recipe for which has been kept a secret for nearly half a century – while the rest of the team opted for burgers from Friday’s new handcrafted range.

Before we munched down, we all did out ‘burger face’ – a social media initiative Friday’s is running which encourages guests to take a picture of their very best burger-in-face moment and tweet it to @tgifridaysuk. Have a look at our efforts below…

photo 2

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photo 1

photo 4

photo 5

Chris Bull

Account Manager

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Why Instagram Should Be Your Next Social Platform

Posted June 18, 2014

The saying goes ‘a picture is worth a thousand words’ – and with Instagram in mind, whoever’s saying it would be right. Now in its fourth year of service, Instagram has established an engaged community of over 150 million users, who on average share in excess of 55 million photos on the platform every day.

With over fifteen times more engagement than Facebookᶦ, Instagram is positioning itself as the go-to app for both consumers and brands. A recent year-on-year analysis of the app from Strategy Eye Digital Media showed a 66% growth from 2013² and this growth is likely to continue.

In 2012 Facebook paid $1 billion to purchase the platform, instantly integrating its functionality into its own by giving members the ability to view Instagram content directly in their news feed. This integration means that 1.9 billion monthly active Facebook users now have direct contact with Instagram content, seamlessly ‘liking’ and sharing images from one platform to the next.

Due to these developments, joining Instagram is a must for businesses. In a report produced in late 2013 by research firm L2, Instagram boasts the most engagement and the highest conversion from browser to shopper. The report also shows that 92% of luxury brands (who post an average of 5.5 times a week on the platform) increase their customer base. The stats echo the increased need for creative content; as a visual generation grows up, brands adopting a personal, creative approach are gaining consumer market share.

Learn From the Best

Brands are realising this potential and joining Instagram on a daily basis, adding the photography based social platform to their wider marketing plan. Want to see how it’s done? Below is a shortlist of four brands currently winning on this growing platform.

Starbucks
Creative Content

Starbucks

With over 2.5 million followers, Starbucks is one of the leading brands on Instagram. Nearly every post features a Starbucks drink, but rarely includes a store. Their approach highlights bringing people together to position its brand. By capturing images from friendly faces to customer drawings, Starbucks uses Instagram filters to soften its product-focused content, creatively amplifying its brand to the everyday consumer.

Audi
Caption This

Audi

Using a mix of pro (DSLR) and bespoke (smartphone) photos captured on the platform, Audi not only does a great job with its imagery, its captions are very clever too. The caption shared with the image below reads, “Engineer your obsession #BuildYourAudi”. By sharing every day, relatable objects, Audi engages its audience, without just talking about their product.

Nike
PhotoID Campaign

Nike

Early adopter Nike has been on Instagram since January 2012, with a strategic content plan in place from the start. On its official account and all its ‘child accounts’ such as @nikefootball and @nikerunning, users will only see photos that feel right on Instagram: beautifully shot landscapes and people using the product in context — the kind of real-life feeling that Instagram is all about.

Nike continues to run one of the most successful campaigns on Instagram to date, Nike PHOTOiD. It launched in April 2013 and allows users to design their own Nike shoe online and then place it within one of their own Instagram photos. The results produce personalised content, highly shareable for an engaged and targeted audience, whilst also amplifying the brand effortlessly.

Louboutin
Luxury Reimagined

Louboutin

Essentially purveyors of shoe porn, this luxury brand has taken to Instagram to make its products even more desirable, sharing images of shoes in provocative places, behind the scene shots of scantily dressed models and thought-provoking statements like “Can you pirouette in Pigalle?”. Using the channel to engage a growing and influential audience, this brand has utilised the focus of the channel to maintain its marketing strategy very effectively.

Additional Sources

Digiday http://digiday.com/

Elise Pearce

Digital Consultant

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