Are you ready to work in Switzerland? Planning to work in Switzerland in 2013? Check if your brain is ready to embrace Swiss workplace culture.
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Are you ready to work in Switzerland?

Planning to work in Switzerland in 2013? Check if your brain is ready to embrace Swiss workplace culture.

The Imminent Shift from Social to Digital Engagement

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As social comes to maturity, companies think about the customer journey online and offline as a wholistic experience. According to Brian Solis, Chief Digital Officers are just the beginning: “What we’re really talking about is someone who can bridge marketing, sales, service, and technology to create a frictionless path between customers and the business…at every step of the journey.”

I had the chance to learn how to build digital experiences around UX principles. I am convinced these principles can apply to online as well as offline. Will UX Officers or Chief Experience Officers become a major position or will they remain another buzz word title?

Marketing in the future is not just about buying ads but about programmatically building your audience.
http://www.btobonline.com/article/20130204/ADVERTISING12/301319985/real-time-bidding-reprograms-the-future-of-ad-buying#

The problem with quotes from the internet is it is hard to verify their authenticity
Abraham Lincoln

4 brands using Vine: GE, Ritz Cracker, Dove and Trident gum

The story isn’t that brands try out new platforms. That’s boring. The interesting part is how they approach them and why. Now that consumers have the power to skip through commercials on programs that they record, creative advertisers have to start pushing the envelope on generating interesting and persuasive messages outside of the television set. Storytelling is changing, and unless brands know how to tell theirs in a quick, witty and purposeful way that is native to these new platforms, they will be left behind. Says Vaynerchuk. Twitter will sure find way to monetize Vine. In the meantime, like Vaynerchuk says: I tell our companies that there’s a 72 hour rule where you’re not even thinking about an ROI or how you can generate business. They should just try things out. Forgett about ROI, it’s time to try things out! Read the whole article on Techcrunch

27 best tweets from #Davos 2013 #wef




A few interesting curated tweets from Davos 2013 elite’s speed dating summit.

As advertising is getting less effective, marketers are increasingly investing in content: 90% of marketers plan to spend a lot more time on content in 2013 than last year.

See what world’s most valuable brand is doing:

Coca is shifting from impressions to expressions by using social & mobile as distribution channels for original content that creates an emotional bound with consumers. Have a look at their corporate website. It looks like a magazine about Coca-Cola …Happiness.

This is will continue to be a huge trend in marketing in 2013 and it happened in part because Google changes its algorithm continuously.

Here are a few ways to implement a content marketing strategy with much smaller budgets:

- involving employees in the creation of content

- curating content yourself about your niche

- asking external contributors to write for free and act as experts in their field

- co-creating content and sharing fees with other brands.

One last thing. According to IBM, 90% if the data in the world today has been created during the last 2 years. Only good content will prevail.

Source: youtube.com

3 Great Examples Of Curated Content Marketing

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The future of the web won’t be about content sites that drive traffic to commerce sites. It won’t be about shopping sites or price matching sites that drive consumers to the lowest price sources. The future is about curation, the thoughtful and useful aggregation and organization of content, context and commerce.

Here are three examples of how embracing content can drive engagement, community and ultimately commerce.

1.  Birchbox, a subscription where customers PAY for boxes of curated samples, a magazine and educational videos. 

Customers are encouraged to explore new products, and share feedback via surveys that are sent to the beauty brands.

Birchbox learns from feedback, and adjusts personal shipments to women’s coloring and makeup routines. 

The company hit its year three goal for subscribers in just 7 months, and now has more than 100,000 regular subscribers paying $10.00 a month for samples that the beauty industry used to give away.

2. Clinical Advisor is a closed circulation magazine serving the Physician Assistant and Nurse Practitioner market. 

The Challenge for Jim and his team was how to get video content to his readers without expending content creation dollars he didn’t have advertising to support.

They originally looked at trying to shoot their own videos and building a studio. But other publications  warned him away — the cost of original production for B2B sites was simply prohibitive.

“Content curation really allowed us to gather a lot of videos, and create a really robust channel very very quickly.”

3. Fab.com. One year after the company reset, they’re on target to $100 million in revenue.

How did they do it — and fast? Visitors know right away, FAB isn’t an e-commerce company, it’s a content company.

The founders are magazine editors, their passion for what they love is steeped in every page and every product.

It took commerce site One King’s Lane two years to get to 1 million users. Guilt Groupe — two years. Fab did it in seven months.

Read the full article here

Source: The Huffington Post

200 Million LinkedIn Members

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How will marketing change in 2013

Credit:ThisIsTheWhat Blog

How marketing creatives see things impacting their work in 2013.

Main trends are multi-platforms, brand story telling, mobile first and big data.

“The thing with the most impact is that there are noset platforms anymore. Nothing is hardened in cement like TV or print was; figuring out how to create and deliver messages now is liquid, constantly evolving as new technologies are introduced.”

David Lubars, chairman and chief creative officer, BBDO North America


“It’s becoming increasingly challenging to get people to pay attention to and care about your message. This year, we need to make the most of these advances to really connect with our audiences in a manner that’s unique and relevant.”

Neil Heymann, group creative director, Droga5 New York


“ I think our work will start adapting to a mobile experience more and more, starting with the ideation process.”

Michael Krivicka, founder, Thinkmodo


“Creatives were divided based on how technologically savvy they were: Art Directors, Digital Art Directors, Writers, Digital Writers, Designers, Web Designers, Digital Designers and so on. That is no longer the case. ”

“The winners in 2013 will be the brands who can tell the best brand story to the greatest number of people across the most media.”

Jason Gaboriau, VP, executive creative director CP+B


“Consumers live in an “always on” culture, and we need to be facilitators and curators of those ideas and experiences. Those experiences may not even look and feel like advertising—it’s evolving right in front of us.”

Adam Kerj, chief creative officer, 360i


Read The Whole Original article


Something else I am worried about: the Internet. We use it too much. We’re being sucked into a void, one Web server after another
http://byjohnbrandon.com/the-mayans-wont-kill-us-but-the-internets-might

LinkedIn vs Xing vs Viadeo in Switzerland

Wish I was in #truzurich to talk about professional social networks and their evolution during the last years.

As I am managing groups on these various networks, I experienced a shift from Xing and Viadeo to LinkedIn in Switzerland during the last few months.

Seems people who haven’t been very active on LinkedIn but rather on Xing or Viadeo are now starting to build their network, get more connections, share content and take part in groups.

LinkedIn vs Xing vs Viadeo in Switzerland

To corroborate this, Google Trends shows a stagnation in searches containing Viadeo & Xing but a rise in searches containing LinkedIn.

Although this doesn’t reflect membership or traffic, I am curious to know whether people are experiencing the same in Germany or  France.

Source: google.com

Dark Social: Where Most Sharing Happens

In a few words:

- the web has always been social

- main social networks are loved by marketers because they are measurable

- Twitter and Facebook only represent about 30% of total social sharing

- 56% of sharing is made on what the author calls Dark Social

- Fact is, this article got really popular on social networks!

Probably one of the best articles of 2012. 

Source: The Atlantic

35 of the Best #TruLondon 2012 Tweets

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The best (un)recruiting conference took place in London during 2 days, 22-23 October 2012. I couldn’t make it but followed it on Twitter. Here is a collection of my 35 favorites tweets, cutting through the noise.