Local cafe using Twitter for orders


Lena was having a coffee at her local in Maroubra last week and found out that they are taking orders via Twitter from all the businesses around the area. This is definitely one of the best uses of Twitter I’ve seen by a small business.

Apparently this cafe has been around for ages, but they are being very smart in the way they are pushing forward for their existing customers. You can see below the flyer created by the cafe (very simple) to alert people of the offering.

Cafe using Twitter - November 2010

Cafe using Twitter - November 2010

I love this and love how rustic and honest the execution is.

Congrats Billy’s Cafe. Keep up the good work.

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LEARNINGS:

  • AWARENESS: You don’t need to create anything too fancy to let existing customers know you are doing something new. A thick cardboard flyer located at the counter is enough.
  • SPEND: You don’t need to spend a great deal to get something new up and running – just an appetite for something new and a desire to innovate.
  • MONITORING: You do need to monitor this service, so hopefully the cafe has a smart device or a computer close by to ensure all orders are fulfilled.

    Who is using Facebook? What are the stats? Check Facebook


    Check Facebook is a great site that allows you to understand the following about Facebook stats and who is using it:

    • Global users
    • Total users by geography
    • Largest countries
    • Fastest growing countries (penetration)
    • US vs global
    • Male vs female

    Not sure about you, but I constantly get asked by clients and colleagues about how many people in Australia are using Facebook. As at 2nd July, 2009 there were just over 5,800,000 Australian’s using Facebook and over 225 million global users.

    Checkfacebook home page

    Checkfacebook home page

    Checkfacebook % online population by country

    Checkfacebook % online population by country

    Checkfacebook US overview including age & gender

    Checkfacebook US overview including age & gender

    Checkfacebook largest countries (biggest users of Facebook)

    Checkfacebook largest countries (biggest users of Facebook)

    Checkfacebook fastest growing countries (biggest users of Facebook)

    Checkfacebook fastest growing countries (biggest users of Facebook)

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    Top 10 Most Popular Posts – Dominique Hind’s Collective


    Being obsessed with results and effectiveness, something I’m really interested in is what posts have generated the most traffic (views). If you remove the posts about my history, the top 10 posts are:

    1. Dell’s journey to listening – IdeaStorm
    2. Coles Supermarketin – great email communications
    3. Who is Ben Self? Obama’s social marketing guru
    4. The Viral Formula – what works?
    5. How to promote a campaign competition?
    6. How to sell cars in a recession? Offer Assurance – Hyundai Assurance
    7. Attitudes differ between Generations – Harris Interactive
    8. Dell IdeaStorm – the snapshot
    9. Traffic driver with results – commenting on blogs
    10. What’s working on my blog? Stats update

    COMMON THEMES:

    There are a couple of themes that come out of the popular posts:

    • Channels are important: email, viral, social media
    • Aquisition: selling cars, promoting competitions
    • Statistics: behaviour research, blog results
    • Companies: Dell, Coles Hyundai.

    CONSIDERATIONS:

    There are a couple of things that need to be considered when looking at these stats:

    • Duration: when did the post go live? I have been writing this blog since September last year (6mths) and some of the popular posts are ones from early on.
    • Frequency: has the post been posted live more than once? There are a couple of posts that I have used twice to keep the content fresh. These were ones that had an already high viewing rate and ones that I considered to be populare.
    • Topic: The most popular posts, given the duration, were on topical events. In particular, Ben Self, Obama, Dell, Hyundai and their reseccion plan.
    • External drivers: there were particular days/events over the last 6mths that drove a spike in traffic to the site. Posts that were live on that day had an extra boost in numbers

    DETAILS:

    Below is a screen grab of the top posts and the correlating traffic to each page.

    Dominique Hind - Top 10 posts as at 1 March 2009

    Dominique Hind - Top 10 posts as at 1 March 2009

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    Vote Earth – Earth Hour’s 2009 campaign starring Shepard Fairey


    While watching Earth Hour from afar (or while at another agency), I never thought that turning your lights out for 60 minutes would make much of a difference to global warming. I didn’t realise the campaign was created to encourage:

    • a behavioural change ‘get people thinking about the environment’
    • the big political powerhouses (EU, China, India, US, Russia, etc) to jump on the environment bandwagon and make some strong changes in Copenhagen (the new Kyoto).

    The 2009 campaign is themed around ‘Vote Earth‘, where you have the ability to either vote for earth or vote for global warming. The campaign targets and objectives are high: get 1,000,000,000 (billion) people to be involved. Involved is quite loosely defined, but it means to talk about, take part in, think about or be involved with Earth Hour.

    This year’s campaign is going to be big.

    • Shepard Fairey has already created the posters (see below).
    • Cold Play provided the music for the TVC.
    • YouTube are launching the TVC exclusively online.
    • Cate Blancett stars in the TVC.
    • WebCentral (Melbourne IT) are helping out with the microsite hosting.
    'Vote Earth - Switch' by Shepard Fairey

    'Vote Earth - Switch' by Shepard Fairey

    'Vote Earth - Ballot' by Shepard Fairey

    'Vote Earth - Ballot' by Shepard Fairey

    'Vote Earth - Blue' by Shepard Fairey

    'Vote Earth - Blue' by Shepard Fairey

    How do you get involved?

    1. Go to www.earthhour.org/voteearth and register your interest
    2. Tell everyone you know about Earth Hour (blog about it, Twitter about it, join Facebook groups)
    3. Go to YouTube and have a look at the TVC.
    4. Just get involved
    5. Turn your lights off on 28th March, 2009.
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    Online community driving offline change – Starbucks


    A lot of companies are talking about corporate social responsibility (CSR) and throwing their support behind it. There have been a few questions raised about the real reasons behind this support: is it just to drive sales or is it because the company is actually interested in it.

    When I worked on the Westpac account, I realised that they had been committed to the environment for years before it was the done thing. In the late 80s/early 90s they were focused on it. They actually believed in making a difference to the community and encouraged all of their staff to get behind it – whether it was by volunteering for a day a year to a charity of choice or working within their CSR team.

    Something I came across a couple of weeks ago was Starbucks starting to put their hand up in the CSR arena. Starbucks have been trialling a lot of things online and I’m not sure if this is another trial or something they are going to be committed to for years.

    Starbucks are trying to get people to donate 1million hours of time towards community service. They want everyone to donate 5hrs of time to a community service in their local area. In return for this, the pledger can go into Starbucks let the barister know that ‘I’m in’ and you will receive a free cup of coffee (see screens below). I took this screen grabs a couple of weeks ago and now the hours is well over a million and continuing to grow.

    Starbucks i'm in - home page

    Starbucks Pledge 5 'I'm in' - Home page

    Starbucks i'm in - Subscribe thank you

    Starbucks Pledge 5 'I'm in' - Subscribe thank you

    One of the best things about the site is that you can have a look at the community services that needs help in your area. Unfortunately, this is only relevant in the US but it is such a great tool. I would love to volunteer, but just don’t know how to. This is one way that removes the barriers and encourages people to help each other.

    Starbucks I'm In - Beverly Hills volunteering options

    Starbucks Pledge 5 'I'm In' - Beverly Hills volunteering options

    Starbucks have extended Pledge 5 to a Facebook page and an application that you can remind yourself of the 5hrs of community service that you have pledged.

    Starbucks I'm In - Facebook application

    Starbucks Pledge 5 'I'm In' - Facebook application

    In addition to Pledge 5, Starbucks have two other CSR projects: Starbucks Shared Planet and Starbucks V2V.

    Starbucks Community Involvement

    Starbucks Community Involvement

    Starbucks V2V is a volunteer to volunteer service (see below for screens). It launched in April 2008 and uses the V2V platform which is a global volunteer exchange. It is focused on helping achieve the million hours of volunteering.

    Starbucks V2V - home page

    Starbucks V2V - home page

    Starbucks V2V - Log in

    Starbucks V2V - Log in

    Starbucks Shared Planet is a site that talks about all of Starbucks CSR initatives to help the environment and the community. It’s a great site that makes you feel good.

    Starbucks Shared Planet - Home page

    Starbucks Shared Planet - Home page

    Starbucks Shared Planet - Details page

    Starbucks Shared Planet - Details page

    LEARNINGS

    • Get involved – particularly in these current times, it is important to get involved. I’m not a coffee drinker and didn’t have a connection to Starbucks, but now this has changed my perception about Starbucks. If I’m looking for a cup of herbal tea while I’m out, I’ll now consider going to Starbucks to support their commitment to CSR. I wouldn’t have done this before because I didn’t understand their values.
    • Consistency – make sure that you are consistent. Companies must continue their involvement and commitment unless they want to experience consumer negativity. If Starbucks stopped their Pledge 5 now, I would be extremely disappointed. I’ve already changed my perception about the brand and am happy to go to the store, if they were to stop now, I don’t think I would go there. I feel so positive about them now, but that can change very quickly.
    • Nuture – CSR is not a set and forget campaign, it must be nutured and their must be a focus on making sure it works. There must be continued attention and updates to the consumer so they feel part of the progress. It is a big committment, but one that is worth it.
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    Woolworths Get the Facts – ACCC price enquiry site


    While I was at Mark/M&C Saatchi, we created a site for Woolworths to help address any consumer questions that arose out of the ACCC enquiry. It was Woolworths Facts (see screen grabs below).

    Woolworths Get the Facts - website

    Woolworths Get the Facts - website

    It provided information about Woolworths: the amount of money they made, where their supplies came from, facts about the Woolworths business, how global changes affect food prices and a lot more.

    Woolworths Facts - Beef supply

    Woolworths Facts - Beef supply

    Woolworths Facts - Interesting stats

    Woolworths Facts - Interesting stats

    With so many businesses trying to guarantee their customers that they are being open and honest with them, if a company can’t sustain a blog this is a great alternative. It does need to be maintained and must have topical and relevant information.

    LEARNINGS

    1. Media support – the only place this campaign was promoted was via a small promotional tile on the Woolworths homepage. Because Woolworths are the only retailer within the Australian market focused on providing ‘The Facts’, they should be promoting it in additional places.
    2. Email support – building on the media support, there should have been an email sent to the Woolworths Everyday Rewards database. This could have been an element of a usual newsletter rather than a bespoke email focused on ‘The Facts’.
    3. Maintenance – to ensure a site like this remains fresh and relevant, it must be maintained and updated with current information. There needs to be a maintenance plan with regular updates scheduled.

    RELATED BLOG POSTS

    1. Get the Facts – Companies trying to be honest
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    Good use for widgets – Mini


    While I was judging the London International Awards, I came across a great widget that Mini created to promote their cars. The best thing about the widget is that it was totally customised and there were many elements that you could inclue on your desktop. You were able to customise colours (see screen grab below for a gallery of different widget options).

    Mini Cooper Widget

    Mini Cooper Widget - Customise your widget

    The colour customisation was consistent for all of the different widget elements (see screen grabs below).

    Mini Widget

    Mini Cooper Widget - Different widget options for your desktop

    The widget elements included the following:

    • clock in the shape of the Mini speedometer
    • note/memo pad designed like a checkered flag
    • calendar showing your schedule and displayed in consistent with your colour choice
    • photo viewer consistent with your colour choice
    • iTunes controler in the shape of the rear view mirror
    • an image of your customised mini with the ability to link through to the Mini website
    Mini Widget

    Mini Cooper Widget - Different Widget Options

    Mini Widget

    Mini Cooper Widget - In situ on Desktop

    SUMMARY

    I love this widget because it isn’t creating anything new. It’s reskinning widgets you already use. By downloading this, Mini isn’t asking you to start a new behaviour or add something additional to what you normally look at. These are the best type of widgets.

    LEARNINGS

    1. Understand the audience – you need to know what your audience is using and looking at and how you can tap into their current behaviour/patterns.
    2. Adapt, don’t create something new – work in with your audiences patterns and enhance how they are currently using this.
    3. Customisation – allow users the ability to customise the tools based on their own preferences. Consistency in elements, but customisation in look and feel.
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