Best of 3 http://www.bestof3.com.au/bestof3 Tue, 28 Sep 2010 07:26:37 +0000 en hourly 1 http://wordpress.org/?v=3.0 5 Trends Shaping the Future of Social Good http://www.bestof3.com.au/bestof3/2010/09/5-trends-shaping-the-future-of-social-good/ http://www.bestof3.com.au/bestof3/2010/09/5-trends-shaping-the-future-of-social-good/#comments Tue, 28 Sep 2010 07:26:37 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=730 So often I see social environments being exploited in the wrong way and it’s disappointing to think that we clever folk in digital can’t seem to do something better with it. The charities seem to be the more clever at executing here, and Mashable have now put out their 5 trends for social good . It made me feel good that I’ve used Crowdsourcing and that Kiva is something discussed within Zuni quite often as Zuni sponsors some business owners. It’s certainly food for thought here with some interesting ideas to be explored.

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Orcon – a telco with a sense of humour http://www.bestof3.com.au/bestof3/2010/09/orcon-a-telco-with-a-sense-of-humour/ http://www.bestof3.com.au/bestof3/2010/09/orcon-a-telco-with-a-sense-of-humour/#comments Tue, 28 Sep 2010 07:22:39 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=724 I’ve been having quite a few issues with Telstra lately on my billing (which if you follow me on Twitter @valentina1975 you would have heard about it), so I found it quite refreshing to find a telco with a bit of a sense of humour in Orcon . You have to play around with the tabs at the top to really enjoy it – and for some reason I couldn’t stop watching the girl with her feet on the swiss ball. Truly funny for a telco. Well done New Zealand you funny buggers.

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Augmented Reality from Olympus http://www.bestof3.com.au/bestof3/2010/09/augmented-reality-from-olympus/ http://www.bestof3.com.au/bestof3/2010/09/augmented-reality-from-olympus/#comments Tue, 28 Sep 2010 02:40:19 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=720 I like a really good AR application that is actually useful rather than conceptual – and Olympus have nailed it in this demo video for their new PEN E-PL1 camera. If you want to give it a go yourself, then try this.

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Year of the Mobile or Year of the App? http://www.bestof3.com.au/bestof3/2010/09/year-of-the-mobile-or-year-of-the-app/ http://www.bestof3.com.au/bestof3/2010/09/year-of-the-mobile-or-year-of-the-app/#comments Mon, 27 Sep 2010 23:59:50 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=716 How many times have you heard that before? I remember running the first ever SMS competition for The Sydney Morning Herald, we professed the growth of mobile and that they would be at the leading edge – that was Valentine’s Day 2001. Here we are 9 years later and we’re all still waiting for the big boom. Rather than talk about rich media mobile advertising, I thought I’d look at the state of the app market. Nielsen released an interesting report which showed that 59% of smartphone owners and nearly 9% of feature phone owners report having downloaded a mobile app in the last 30 days.

Searching application stores on their phones is the preferred way for discovering new apps for users of feature phones and smartphones alike (57% and 40%, respectively)

18% of all apps downloaders say ratings and reviews are “extremely important”, 36% say they are “very important,” and 34% say they are “somewhat important.”

Approximately one-in-five apps users say they have used a search engine or looked elsewhere online for more information after viewing a mobile advertisement or told someone about the advertised product or service.

It’s time to experiment a little people. That’s the beauty of digital – you can do small, cost effective tests – but you have to try it and learnt from it – see what works and what doesn’t, otherwise how will you ever know?

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The Tippex Bear http://www.bestof3.com.au/bestof3/2010/09/the-tippex-bear/ http://www.bestof3.com.au/bestof3/2010/09/the-tippex-bear/#comments Mon, 27 Sep 2010 23:09:31 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=712 There have been a number of interactive videos done over the years where you can ask them to carry out live actions, like the Burger King Subservient Chicken. As it was the first one to really come out we all thought it was pretty funny, but overall it was quite limited. Then along comes The Tippex Bear – one of the best interactive ads I’ve seen in a long time. There’s plenty you can ask the Hunter to do, and what is most entertaining is the results for the most obvious of adjectives – having sex. Try out some of your favourite action words and hopefully you’ll come across the results of words they haven’t accounted for – very clever stuff Tippex, and your bear is cute too.

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Is Twitter the savior of TV Advertising ? http://www.bestof3.com.au/bestof3/2010/09/is-twitter-the-savior-of-tv/ http://www.bestof3.com.au/bestof3/2010/09/is-twitter-the-savior-of-tv/#comments Sun, 26 Sep 2010 23:43:41 +0000 Mike Zeederberg http://www.bestof3.com.au/bestof3/?p=701 http://www.stevepark.ca/entertainment/

image credit - http://www.stevepark.ca/entertainment/

I love QandA on the ABC – seeing a range of different people and intellects going head-to-head debating the issues of the day – it’s almost as good as a Springbok / All Blacks test match. But the thing I like best about QandA is the ability to share it with thousands of other people I’ve never met, and add my own voice into the mix. Whilst I’m mostly a Twitter voyeur (and running my Twitter profile through any of the influence measurement tools will attest to my lack of authority in this space), QandA is when I’m most tempted to get involved – the retweet the comments that amuse me or add to the debate, to rail against speakers themselves and to make disparaging remarks about some of the idiotic comments posted by other Twitterers. It’s the great leveler – there are journos and comedians, politicians and parliamentarians, the good and the great, as well as the great unwashed, all tweeting on the same hashtag, and you’re keeping score by the number of retweets, responses or the ultimate coup – being shown on screen.

Suddenly TV has become a communal pastime, and I don’t need to go down the the pub during a big game to be able to watch an event and feel like I’m interacting with other people having the same experience. Now I don’t have to shout my displeasure at the ref, (or one of the panelists), I can share it with the rest of the world – twitter allows me to vent my pain and pleasure and have it heard (however as Stephanie Rice will attest, it’s important to remember that the world is watching what words you use !)

And because of that, I’m more likely to watch TV live – I can’t tweet if I’m timeshifted, and if I’m live, I can’t skip the ads. Of course, during the ad breaks is the key time for catching up on the Twitter stream, but i landed up being exposed to more ads during MasterChef and my enthusiasm to follow the Twitter stream and view it live, than I’d watched in the entire time I’ve had Foxtel iQ.

So is Twitter the savior of TV advertising ? Will our enthusiasm to share experiences mean we stop timeshifting as much, and go back to appointment viewing, pushing up the live audiences of TV ?  If it does, we’re going to need better tools to manage the experience – during a recent Lady Gaga appearance on MTV, there were 9000 tweets a second being flung about. Interestingly, there are  a number of savvy companies creating applications to improve the experience of “social TV” – Area Code are launching a Social TV service called Starling which enhances the experience, and the ABC have launched a specific iPad App that uses the audio signal to sync the app with the show,  so that if you are timeshifting, you don’t get exposed to those annoying spoilers (something Perth based viewers of MasterChef complained about a lot!)

With social influence tools allowing us to check our stats and status regarding pickup and retweet, expect things like scoring and ranking apps to start appearing.  Maybe instead of killing it, Twitter will save the TV star.

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Fabulous Customer Service http://www.bestof3.com.au/bestof3/2010/09/fabulous-customer-service/ http://www.bestof3.com.au/bestof3/2010/09/fabulous-customer-service/#comments Wed, 15 Sep 2010 01:09:03 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=693 I was reliving the experience of my Financial Planners at Five Pillars Financial Planning to Sarah, when she suggest that I should blog about it.

You see I’ve been plagued by the worst possible customer service from several industries and suppliers lately that I reflected on what GOOD (or fabulous) customer service actually looks like.

I only meet with my planners when I really need to – so it’s not like I’m there every month, a bit like my telecommunications provider, but the difference is outstanding.

I rang Five Pillars to make a tax appointment. The lovely Lisa on reception books me in, confirms the details by email AND phones me the day prior as a polite reminder. I turn up as expected, Lisa sees me from the elevator and opens the door for me, coupled with enormous cuddles for little Angelique accompanying me.

There I see my name on the entrance board welcoming me today (along with the other clients attending the office that day). Lisa then checks to see if I need security parking in her building rather than parking on the street (which has over 100 spaces available, right in front of the train station).

Next, Lisa offers me my favourite refreshments which she clearly has on her CRM system as she doesn’t need to ask if I have milk or sugar or if I’d prefer tea or coffee. She knows I’m diabetic and doesn’t add the temptation of a complimentary almond cookie with my tea.

Lisa offers to play with Angelique while I’m having my tax meeting. Not only does she offer, but she emailed me the day prior to ask if she should prepare some toys in the office to keep the baby entertained.

Angelique screamed her head off after splitting her lip on an office chair, no-one over-reacted and she calmed down almost immediately – but provided tissues to soak her tears, offered chocolates to bribe her into submission and gave me 5 minutes of cuddling her before we finished our meeting.

THAT’s what I call fabulous customer service. It’s the small things that people do that make you feel special. They solve your problems, make life a little bit easier and damn it, they take responsibility for their actions, follow through and make the journey a pleasant one. It’s Lisa the receptionist that did all of that for me and she continues to do that with every contact we have.

Considering I pay my telecommunications provider approximately half of what I pay my financial planners, I question if I should be accepting half of the service. Then again, all service providers need to keep their customers to stay in business, so shouldn’t keeping the customer happy actually be a priority?

I love the way Five Pillars treats me and that’s the reason I’ll stay with them. Sure they are a little more expensive than other planners, but that’s not why I went with them. If that’s the attention to detail they are paying to my tea & coffee preferences, I’m delighted to know that it’s the same level of attention they are applying to my financial affairs.

Keep it up Five Pillars, it’s a new benchmark you’ve set for me. Watch out <insert telecommunications provider assumption here>, you’ve got a shortened amount of time before I cancel 5 separate contracts with you.

If you’ve experienced fabulous customer service, can you please comment about it because I really need to renew my faith that some industries actually DO care.

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Kevin Ferry joins Zuni http://www.bestof3.com.au/bestof3/2010/09/kevin-ferry-joins-zuni/ http://www.bestof3.com.au/bestof3/2010/09/kevin-ferry-joins-zuni/#comments Tue, 14 Sep 2010 13:29:03 +0000 Mike Zeederberg http://www.bestof3.com.au/bestof3/?p=684 Yes, we’ve been incredibly lucky to convince Kevin Ferry to join us and take over creative direction of Zuni – covered in the press here and here – “official” release below :-

Zuni have appointed Kevin Ferry as their Creative Director. Kevin has been creative director of Bullseye for the past 3 and half years.

Kevin Ferry said “I enjoyed my first Australia stint at Bullseye and I’m proud of my track record on business wins and upping the creative pedigree of the agency and winning numerous awards especially for Blackmores, but I felt the time was right for the move.”

Before moving to Australia Kevin worked in a number of UK agencies including Greys Worldwide, AKQA and Saatchi and Saatchi in  both traditional and digital creative roles.

Mike Zeederberg, managing director of Zuni, said “Kevin’s background in traditional creative and more recent experience in a purely digital environment is exactly what we’re looking for from the creative lead for Zuni. His ability to come up with cross platform creative solutions to business problems fits in well with our approach, and his enthusiasm to embrace new models around crowd-sourcing and other innovative approaches is great. He has proven ability across all aspects of communications, and we’re excited about him joining our team.”

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The Swiss Spaghetti Harvest http://www.bestof3.com.au/bestof3/2010/09/the-swiss-spaghetti-harvest/ http://www.bestof3.com.au/bestof3/2010/09/the-swiss-spaghetti-harvest/#comments Wed, 08 Sep 2010 06:40:23 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=669 If you were a fly on the wall when I saw this the first time, you would have appreciated my facial response. This 1957 April Fool’s Day prank from British television programme Panorama, broadcast a 3 minute segment about the fabulous Swiss Spaghetti harvest. The success of the crop was attributed both to an unusually mild winter and to the virtual disappearance of the spaghetti weevil. What I found so amusing is that even back in 1957, with such a serious tone and accent, they were some funny buggers weren’t they!

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An Open Letter to all Advertising & Marketing http://www.bestof3.com.au/bestof3/2010/09/an-open-letter-to-all-advertising-marketing/ http://www.bestof3.com.au/bestof3/2010/09/an-open-letter-to-all-advertising-marketing/#comments Wed, 08 Sep 2010 06:37:36 +0000 Valentina Borbone http://www.bestof3.com.au/bestof3/?p=660 Everyone is not the same.

Consumers don’t always want to generate content for you.

As a brand, consumers just want a good product from you.

Some are happy to participate, others want to steer clear of it. This guy makes it pretty easy to understand there are horses for courses – or in this case, he just wants a good tasting sausage.

An Open Letter to All of Advertising & Marketing

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