Tag Archives: Starbucks

3 Things to Consider After 72 Hours with the Apple Watch

Written by: Tom Edwards
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Seventy-two hours ago, I was among the 22 percent of lucky customers whose orders were fulfilled for the Apple Watch. Many have asked I summarize my thoughts about what I like, what I think needs work, and what marketers should consider when creating an Apple Watch experience.

What do you like about the Apple Watch?

From Apple’s first announcement last September to receiving it on launch day, I have consumed a significant amount of information about what to expect from Apple’s latest technology. Yet, all of my research did not prepare me for the full experience.

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The watch is beautifully designed and the 42mm face is just the right size. The interface is very smooth and responsive, and I am getting a good feel for which elements add the most value for me and how I want to extend my iPhone experience.

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Setup was incredibly easy and primarily facilitated through the Apple Watch app on my iPhone. After language selection and visually pairing the Apple Watch and iPhone, I dove into setting up my application preferences.

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The key thing to consider if you are looking to invest in an Apple Watch is to understand that it is NOT an iPhone on your wrist, but it is an extension of the iPhone experience. It WILL streamline lightweight tasks such as messages, notifications, and quickly reviewing email.

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I like the flexibility of the interchangeable watch bands; it literally takes seconds to completely change the look of the watch. Third-party band options are already appearing on eBay, and I have ordered a second Apple Watch band myself.

Tom Edwards Apple Watch

What needs work?

Outside of the passcode keypad, there is not a consistent input mechanism beyond voice. Responding to messages either consists of predetermined phrases, emoji, or voice response. This is fine 90 percent of the time, but for those times when it is not convenient to speak your response it will require you to pull out your iPhone. #FirstWorldProblems

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The same goes for making and taking calls on the Apple Watch. Be prepared to look like Dick Tracy when you are speaking into your wrist. Calls are better meant for taking on your actual iPhone.

Dick-Tracy

One surprise was Facebook was noticeably missing from the Apple Watch app store on launch day. You still receive notifications from the app, but there is not a native Facebook Apple Watch experience as of yet.

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One additional missing element is a browser experience. There are third-party apps that provide an abbreviated browsing experience, but there is not an official Apple Watch browser. Siri is voice-based, and any search query that is not tied to an existing app function is handed off to the iPhone.

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I have experienced accelerated battery drain on both my Apple Watch and paired iPhone. Also, Handoffs between the watch and app can be awkward in some third-party apps. Upon initial setup, a number of applications have to be preconfigured via the iPhone prior to working with the paired Apple Watch.

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How can marketers benefit from the Apple Watch?

For brands that have a native app in market, the Apple Watch can provide a way to extend the value of the application if marketers focus on creating utility. From a shopper marketing standpoint, Target’s focus on list creation is a good example of taking a single element of the app experience and using the Apple Watch to drive a specific user behavior.

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Target’s Apple Watch app initial user experience

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Target app example of highlighting item location via Apple Watch

I have used the Starbucks app extensively over the past 48 hours. The “glance” tells me how close I am to a Starbucks location as well as extends their loyalty program, and I can leverage Passbook for quick payment for my morning Americano. I have been impressed by the ease of use and the value the app is bringing me through a simple experience.

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The key areas of focus for marketers are understanding how to leverage both short and long notifications to influence certain behaviors while also leveraging the most relevant data to visualize – via a glance – to sustain ongoing wrist engagement.

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American Airlines is simplifying the boarding experience

By focusing on extending apps through the lens of consumer value and lightweight interaction, marketers can capitalize on staying at the top of mind through a user’s wrist.

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Uber’s Apple Watch experience

 

Follow Tom Edwards @BlackFin360

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Uber Extends Ride Service to Other Apps
Want an Uber rider to go with that grande latte? Through the Starbucks app – and a small group of other third-party apps — people can now request a car without having to download the Uber app. The new feature comes as a result of the ride-sharing company releasing an API that lets developers add Uber features to their apps. Besides Starbucks, other initial partners include Expensify, Hinge, Hyatt, OpenTable, TripAdvisor, and United Airlines.

News and Ads to Debut on Snapchat
Snapchat has held talks with advertisers and media companies in recent weeks about a service called Snapchat Discovery that would show content and ads to Snapchat users.  According to sources, this new service is set to debut in November.  At least a dozen media companies, including newspapers, magazines, and television networks, are said to be on board. The product would let users read daily editions of publications, as well as watch video clips of TV shows or movies by holding down a finger on the screen (like they do with regular messages on the platform).

Google is Planning to Offer Accounts to Kids Under 13
Google plans to offer accounts to children under 13 for the first time. Accounts on Google services like Gmail and YouTube are not officially offered to children currently, but Google is hoping to establish a new system that lets parents set up accounts for their kids and control their usage.

Twitter Timeline Changes
Twitter recently began adding tweets to your timeline that have been favorited by people you follow. The decision is a controversial one, but it looks like it’s here to stay. Twitter has now officially changed its definition of your home timeline to note that it will add content that it thinks you will want to see.

Instagram Launches Analytics Tools
Starting this week, Instagram will begin letting some marketers check out how their posts are performing in real-time, including more detailed measurements, accompanied by a new tool to collaborate on creative with Instagram’s team. The new tools will initially only be available to current and previous Instagram advertisers, but they will be extended to more advertisers later this year.

Vine Adds Mobile Features
Vine is now letting users upload video via their mobile devices, while making it easier to actually capture and edit video. People can now dip into their camera rolls and use existing videos they’ve recorded for Vines. Vine says more than 100 million people now watch video on its platform every month. Loops play more than a billion times every day.

Global Social Media

In Mexico, Internet Users are Young, Use Mobile Devices, and Like Facebook
Three factors stand out in a study and analysis of Internet use in Mexico: young people are the most active users, the device of choice is mobile, and the most popular destinations are social networks. The study by comScore found that one of every four Internet pages was viewed in Mexico on a smartphone or tablet, and that the country had the second largest Internet audience in Latin America. (Brazil is first.)  Mexico also has the highest mobile penetration in the region, with Android being the most common OS.  Also, social media has the highest reach in Mexico. At 98.3% it beats every other country, whereas the global average is 85.4%.  The top five social media sites include Facebook, YouTube, Taringa, Slideshare, and Twitter.

Noteworthy Campaigns

Newcastle Asks for Fan Photos, Which It Promises to Photoshop Poorly Into Terrible Ads
Newcastle just launched a new hashtag campaign #NewcastleAdAid, in which it’s asking for fan snapshots  — and promises to use the wonders of Photoshop to turn them into really shoddy-looking ads.  The brand claims that it must use low-cost, user-generated content because it blew its marketing budget on celebs for their Super Bowl and Fourth of July campaigns.  Check out the campaign video here.

Greenpeace Targets Amazon and Twitter in an Effort to Clean Up the Web
Greenpeace has launched a new online video campaign featuring Reggie Watts to pressure tech players including Amazon and Twitter to get more of their energy from renewable sources such as solar, wind, and hydro power.  The ClickClean campaign follows an April report from Greenpeace that found little progress from Amazon and Twitter toward using renewable energy to power their data centers.  The initiative, which will include paid social media ads, aims to be humorous and positive, though it is a step toward further escalation — including boycotts and protests by the group. Check out the video here.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Facebook Updates Design For Business Pages
Only days after debuting a new look for the News Feed, Facebook this week began rolling out an updated design for brand Pages. Among the changes, all posts now appear on the right-side column of the Timeline, so all updates appear the same on a brand’s page and in the News Feed. The left-hand column will feature information about a company’s business, including a map, hours of business, phone number and website, as well as photos and videos. Also noteworthy –  Tabs are now hidden behind the “More” option, which is yet another step towards Facebook’s quest to focus entirely on the News Feed. Apps are still present but are featured on the left-hand side and are much less prevalent.

Tumblr Lets Bloggers Dial-In to Add New Content
Tumblr’s latest feature allows you to call a toll-free number and record a short audio message that becomes your latest blog post. The feature is easy to use – just add a telephone number to your Tumblr settings that you want to be able to record a message, and then dial 1-866-584-6757. As soon as you hang up, the message will get posted to your Tumblr account. Watch the fun video explaining how it works here.

Facebook Introduces 15-Second Video Ads
Facebook just introduced 15-second video ads, which will start playing without sound as they appear on screen and stop if you scroll pass. If you tap the video, it will expand into full screen view with sound. Users can expect to start seeing these ads over the next few months.

Pinterest Debuts Gifts Feed
Aiming to boost e-commerce activity, Pinterest this week introduced a new Gifts Feed showcasing all things that users can buy through the platform. This feed only shows Product Pins and includes pricing and availability details. The new feed also indicates price range through a system of one to four dollar signs.

Google Changes Search Results
Google is rolling out a new design of search to desktop users that includes changes to both organic search results and ads. The new design removes underlines, increases font size and changes the way ads are labeled in search results. Google’s AdWords-targeted ads no longer have the pink shading. Instead they are preceded by a small yellow box labeled “ad.”

Vine’s Hottest New Trend: #Whaling
Vine stars are looking to get in on the platform’s newest trend: #whaling. Whaling has even enticed news anchor teams to join in. Much like planking, whaling involves contorting your body into a shape resembling a real-life creature: in this case, a whale. More specifically, a breaching whale.

Global Social Media

China’s Sudden WeChat Crackdown
The social networking app, WeChat, also known as Weixin in China, fell victim to a very abrupt and unexpected crackdown this week, with dozens of politically active accounts deleted. Politically active users driven from censorship on Weibo, are finding the relative oasis of WeChat not as safe from the government as previously thought. Some of the squashed accounts had hundreds of thousands of followers. Some new sources were also shut down.  WeChat is slowly approaching the 300 million user mark, but if censorship like this continues, it may have a huge impact on the app. China’s crackdown on Weibo resulted in a 10% decline in users last year.  37% of those users that left Weibo flocked to WeChat.

Noteworthy Campaigns

Starbucks Begins Testing Mobile Orders, Payments
Starbucks plans to begin testing a service that lets customers place orders ahead of time via smartphone at some of its U.S. stores later this year. The coffee giant plans to let customers choose coffee or food while inline or before entering an outlet through the Starbucks mobile app. The step would build on Starbucks’ mobile payments business and loyalty program. The company currently processes almost 5 million mobile transactions a week through its payments app, which boasts 10 million monthly active users.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Facebook Admits Teen Use May Be Declining
Facebook said this week that daily use among some teens may be declining – in particular, younger teens (13-17). Though marketers need not fear because Facebook still has more teens than any other social network – even if their interest is waning.

Blackberry and Facebook Met to Discuss Buyout
Facebook may be interested in buying Blackberry. The WSJ reported that BlackBerry sent representatives to California for a meeting with Facebook to discuss a potential bid for the struggling phone maker. Facebook has recently stressed the importance on getting Facebook on “as many phones as possible,” but suffered a set back this year with the HTC First, which failed to resonate with consumers. BlackBerry hopes to have a sale in place by November, with suitors rumored to include Samsung and Google.

Twitter Now Fills Your Feed With Photos

You no longer have to click on a picture in Twitter to see it. As of Tuesday, Twitter has made photos and videos show up in your stream by default – making the service look a lot more like Facebook. The positives: less clicking around and a more visual timeline. The negatives: Way too many photos in your newsfeed. The change is currently live via desktop and mobile apps.

Global Social Media

Chinese Companies Scale the Great Firewall to Build Brands on Facebook
Air China’s Facebook Page is fairly standard – but considering that social media is blocked by the Chinese government, it may come as a surprise that the state-owned airline has a Facebook Page at all. As Chinese companies reach out to consumers abroad, more are trying their hand at Facebook and Twitter. The current ban on these social networks is intended to keep the masses off foreign social networks it can’t control, but it’s clear skies for businesses using Facebook. Chinese companies want to use Facebook to build their brands abroad and Facebook wants their ad revenue. The biggest obstacle of course is that these companies don’t have access to the platforms, so they have limited knowledge on how to use them or communicate with followers – not to mention the culture difference. Many are seeking agency help in other countries to run the pages on their behalf.

Noteworthy Campaigns

Starbucks, Twitter Launch Gifting Platform Via Tweets
A new partnership launched this week between Twitter and Starbucks, which enables gift certificates to be exchanged via tweets. Called the tweet-a-coffee program, the service allows spur-of-the-moment acts of generosity among friends, with little to no friction. Just tweet at another Twitter user in order to give a $5 eGift hassle-free. To use the service you have to synch your Twitter account with your Starbucks account. From there you simply tweet ‘@tweetacoffee to’ and then write the handle of whoever the recipient is. Automatically they will get an @reply back on Twitter that says the eGift was received.

Tops in Community Management

Written by: Digitally Approved
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From Starbucks and Virgin America to Virgin America and GameStop, Fanscape has compiled some of the best examples of community management.

Starbucks

This is a company that completely understands the power of social media and the influence its supporters have on their brand. In addition to having one of the biggest followings on Facebook (over 15.1Million Fans to date) and over 1 Million on Twitter, Starbucks has its own idea generator community called My Starbucks Idea. The company also manages a number of other Facebook pages that cater to specific locals such as those in the Philippines, France and Argentina. In each platform the community managers actively engage customers, but also allow the customers to talk freely about their product.

Virgin America

Keeping customers informed about flight delays, special deals and issue resolution are at the top of the list for this airline. But it isn’t all they do to manage their community. The team has created an environment that mirrors the company’s exuberant nature and encourages the same enthusiasm from its fans. The managers seamlessly coordinate their efforts on Facebook, but if you really want the best, become a fan of their @VirginAmerica Twitter handle.

Bose

Community management has a lot of facets and you have to be able to balance them all in order to have a healthy community. One of the most important of these facets is maintaining great customer relations and the Bose community team is spot on. The company that specializes in the niche market of high-end noise cancelling headphones has taken to the Twitterverse (and Facebook) to ensure their customers remain happy. The information that is shared within this community inspires brand loyalty and the transparent nature of the customer communications creates brand evangelists.

GameStop

As referenced in our October Industry Newsletter, GameStop has one of the highest levels of online influence in the retail space. This is because the community manager speaks the language. Whether it’s responding to a poll, discussing the best games, or taking advantage of the daily deals, the GameStop community has become one of the most active in the retail space.  GameStop is one of our clients and we are very proud of the work they are doing.

Sony PlayStation

At Sony PlayStation they not only seek out ways to engage the community they’ve fostered around their brand on multiple platforms (their Facebook page, their regular blog updates, their @Playstation Twitter handle, etc.), but they even introduce new ways to take advantage of the type of communication they see from their audience. Playstation.blog.share, for instance, is an initiative they started to give the PlayStation community a venue to suggest new software features and influence the future direction of the brand. Since launching the site in June, the community has already suggested nearly 5,000 new ideas and seen nearly 1.5 million interactions to date.

Radian6

For a company that gets paid for monitoring the conversations of its clients, Radian6 makes a big impact in taking care of its own community. Headed by Amber Naslund, its set of community managers are at the forefront of thought leadership – discussing such topics as redefining community management, B2B Social Media, Program Execution, Nurturing Leads and everything in-between. Radian6 showcases some of the best in knowing your audience and creating content that is designed specifically for them. In addition to it’s highly-effective blog, Radian6 utilizes its @Radian6 Twitter handle to help distribute the content and to further connect with its community.

Skittles

Much like Virgin America, the community managers at Skittles know their audience. In a relatively short period of time Skittles has gone from a delicious bag of rainbow goodness to a social media powerhouse.  Everything they do is surrounds the “rainbow” of colors the Skittles brand represents. The great thing about their community is that they are not all about pushing marketing messages and they allow for a great deal of fan engagement. One only needs to go as far as the brand’s Facebook page to see that they don’t take themselves too seriously. Content is king and this community encourages as much of it as possible. This approach has endeared the brand to its legions of fans.

Hotels.com

Hotels.com has made quite a splash this year in social media. The online hotel retailer’s community managers have delivered timely and relevant content that not only includes deals and resources, but also encourages feedback through engaging questions and topics and blog posts. The community’s involvement directly effects future content, as the community managers pay close attention to what their fans and followers are saying. This loyal online following is growing because fans see that they are shaping the direction of the community, and that they aren’t being  force-fed information. (Full disclosure: Hotels.com is  Fanscape client)

Tax Day Discounts and Freebies

Written by: Digitally Approved
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Not that I look forward to taxes mind you, but I always look forward to companies that offer us some good old-fashioned discounts and freebies on this official final day to pay-the-man. What follows is a quick list of companies providing special offers. If you have any that aren’t on this list, please share.

  • Cinnabon Cupcake Bites — Get 2 FREE Cinnabon Cupcake Bites at participating Cinnabon locations between 6-8pm!
  • Taco Del Mar Taco — Get a FREE taco from Taco Del Mar when you show them your “taco 1099”!
  • HydroMassage Massage — Relax with a FREE massage at participating HydroMassage locations 4/15-18!
  • Office Depot Copies — Make copies of your tax returns for FREE at Office Max, up to 25 single-sided pages!
  • Mr. Jim’s Pizza — Become a fan of Mr. Jim’s Pizza and snag a coupon for a FREE small, one-topping pizza!
  • Whole Foods (in the South only) — Tax-free groceries. 18 locations across North Carolina, South Carolina, Georgia, Alabama and Tennessee — are rewarding customers with a tax-free shopping day.