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What does publishing do now? – Building Online Communities

It’s really not the greatest of times to be working with or associated with the printed press. With falling readership, and the subsequent fall in advertising revenues coupled with the emergence of online channels; the question on most people’s minds is what to do next? The news worsens with a study by the Pew Research [...]

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• Marmite, claims it has become the first FMCG brand to allow users to sample a new product, via Facebook, using ad units. The ads will give users the opportunity to trial the new Marmite product, and then click through to the new Marmite Cereal bars fan page. Marmite entered the UK cereal bar category last November. Facebook ad units launched last June and allows users to become a fan of a page or RSVP within the ad unit itself – like Facebook's home page engagement ads. #
• Researchers at Clemson University’s Human Centered Computing Lab (HCCL) have developed a hands-free alternative to cell phone texting while driving. The team at the Universities Human Centered Computing Division has created an application called VoiceTEXT that allows drivers to speak text messages and keep their eyes on the road at the same time. VoiceTEXT works by connecting a cell phone to an in-car hands-free system and setting it to “vocal” mode. According to Ars Technica, this action connects the phone to a central server, which can then record and send messages. The message is then transmitted as a voicemail message, an e-mail with a link to the message audio file, or transcribed using speech recognition software and sent as an SMS message. The format delivered is dependent on the status of the receiving phone. So text messages sent to the phone in “vocal” mode can be read aloud to the driver using text-to-speech software. Ars Technica learned that individual apps could be made for different phones to make activation and interfacing with the server even easier. For instance, apps can be used to upload contact data to the server, which is needed to interpret voice commands for selecting a recipient of a message. Similar functionality is available from smartphones such as those equipped with voice SMS, or in the case of the iPhone, the Voice Control feature. Source: Chris Jablonski #
• Italian car maker Fiat has launched the first UK Facebook sampling ad campaign, promoting its Punto Evo model. The ads are targeted to 18-34 year olds in the UK, with some targeted specifically at car enthusiasts. As part of the campaign, Fiat will be using sampling ads on Facebook and will be the first brand to use this type of engagement ad in the UK. Already launched in the US, sampling ads are designed to enhance the direct response element of the campaign. The new format enables brands to test any product and get valuable feedback – in Fiat’s case, this provides an opportunity for continued engagement with its target audience. Alongside advertising formats such as ‘become a fan’ or ‘attend an event’, Sampling Engagement Ads enable brands to offer free samples of a product to Facebook Users. In responding to an ad, users can enter their address to request a sample, meaning  there is no need to visit an external site to request a brochure. Users are also able to share the experience with friends on Facebook. Available since September 2009 in the US, this format means brands can test any product and get valuable feedback. #
• An international survey of 2000 seniors (aged 65 and over) was commissioned by telco Doro and conducted by Synovate, looking in to the attitudes and habits of senior usage of mobile phones and new consumer technologies. The survey stated that seniors use their mobile phone mostly to make calls (73%) and secondly for text messages (37%). The research also showed that as many as 77% of seniors have access to a mobile phone, but 49% still feel intimidated and hesitant of new technology. Just as the rest of us, seniors differ from each other – the survey shows great differences between the countries, age groups and social background. There are interesting differences between the 65-74 and 75+ age groups. Nearly 90% of those in the age group 65-74 have a mobile phone, while only 66% of those in the age group 75+ have one. There are also big differences between the countries when it comes to having a positive attitude to new technology: USA (65%) Sweden (62%) Germany (62%) UK (44%) France (39%) Source: telcodoro #
• A survey commissioned by Teleperformance has revealed that a single negative experience with a customer call centre is likely to cause 68% of the respondents to take their business elsewhere. The survey conducted by YouGov, looked at over 1,000 US adult consumers, with the results also revealing that consumers expect excellent service in return for brand loyalty. Some 87% of people felt that they had a right to a better contact centre experience if they regularly spend money with a company or stay loyal to a brand, and 51% said the main reason for their dissatisfaction with a company is poor customer service or a bad contact centre experience. In a UK survey that was also commissioned, British consumers responded similarly. source: Wisemarketer #