The results are in. And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity. Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!
So I'm in Cincinnati right now at P&G's self-described "Digital Hack Night" where the goal is twofold: to get their brand managers to understand a bit more about digital marketing strategies and to raise money for their "Loads of Hope" charity which is tied to Tide. For the next 2 hours, nearly 100 people--P&G brand managers, bloggers, Twitterers, authors and agency folks--are trying to use every social network--Twitter, Facebook, MySpace, YouTube--we have at our disposal with the ultimate objective of getting as many Loads of Hope tshirts sold on their eCommerce site as possible. We have a big leaderboard screen, QVC-style, that shows exactly how many unique visits we've received, what our conversion rate is and how many t-shirts we've sold (5,000+, 6% and 1,000+ by the way, respectively, at the moment). What a great way to get non-believers in the channel to see quickly, in real time, how rapidly an idea can radiate through a network and drive sales.
So I got a golden ticket to P&G's digital hack night -- a P&G party to bring together social media experts, P&G digital minds, and experienced interactive marketers to share ideas. The event is to test the strength of digital media to try to generate $100,000 for charity.
Please excuse this impersonal message: It seems to be the most efficient way to inform everyone that I am transferring to the Forrester Research London Research Centre. In London I will continue to work as a member of Forrester's Customer Experience research team, supporting Customer Experience professionals. I will be writing research with a European perspective, while keeping an eye on some Customer Experience trends in Japan.
Regarding my schedule - I'm traveling to London next week to find a place to live and set myself up in Forrester's London office. I'll return to Tokyo briefly in early April. And I'll be in London full time from late April. I apologize for not making an earlier announcement of this move.
I want to thank you for your support since I've been working in Japan. From establishing Forrester's presence in Tokyo to becoming an analyst and helping to introduce personas to Japanese companies, the last eight years have been filled with wonderful experiences and opportunities, I feel very lucky to have had the chance to work with so many brilliant and inspiring clients and partners in Japan.
It is often difficult to step back from the flow of news coming out from Barcelona but here's a quick take on the main announcements.
- new handset makers such as ACER are entering the mobile space highlighting the fact that boundaries between computers and mobile phones are being blurred. Toshiba, HP are already here and Dell or Lenovo could well follow. Will they succeed? Well they need to master not only the hardware but also the software, offer scalability/economies of scale, negotiate with operators and revamp their brands. This will not happen in one night but some of them have bold long-term objectives
- As always a great autumn/winter device collection from the usual suspects: Nokia E75, SE "Idou", LG Arena or Smasung Beat DJ. Despite few announcements (2 devices with Android OS), Google and Apple cast their shadow over the congress though. Apple because most phones were still compared to the iPhone even though the device was announced 2 years ago. If many visitors were disappointed not to see more Android handsets, one should bear in mind this is still the early days and that there is a strong support from the Open Handset Alliance. No doubt this is a long-term play and that Android is here to stay.
- Appstores are the new retailing/merchandizing paradigm. Many handset/OS vendors announced their own "vertical" solutions but operators also joined the dance such as Orange with its Application shop. The parntership between T-Mobile and OVI is one of the most interesting announcements at it shows that operators can also offer an "horizontal" layer and offer a large reach/distribution to developers. Not everybody will succeed but it is likely that both types of stores will co-exist.
On Friday, Forrester published new research on one of the most active groups of people ever seen when it comes to social participation -- buyers of technology products in the business-to-business (B2B) sector.
I teamed up with Oliver Young to write the report, "The Social Technographics of Business Buyers," based on a survey conducted online between December 2008 and January 2009; you can access the full report if you're a Forrester client, or arrange to buy it if you are not. You can also register to download the slides or hear the replay of our Webinar on the topic.
Next Monday the mobile/telecom industry will gather in Barcelona for the Mobile World Congress. With 60,000 delegates expected, the Fiera is the largest European Congress and a bigger event in importance than CTIA. There will obvioulsy be discussions about the impact of the crisis but no doubt that the flow of innovation will overcome skepticism. If you want a wrap up of the three previous conferences, you can have a look on my personal blog here (for 2008), here (for 2007) and even here (for 2006; when the Congress moved from Cannes to Barcelona).