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5 Things I Learned from Branding the Transition Conference

In early May, James and Noah told me we were going to hold a conference in July about how technology is changing marketing, the enterprise, and the world. The first thing I thought was that we really have to make it something special. When chatting with Dom about it he told me about the first time he went to see the Yankees, and the complete brand experience fans had when visiting the stadium. Everything was considered. Everything communicated the brand.

We wanted the Transition brand to feel as complete, from the moment you first hear about it, the build up leading to the event and the day itself. Here my takeaways from our Transition branding journey: (more…)

Announcements

Video Matters: Introducing New Functionality to the Percolate Media Library

You’ve probably heard the stats, but here’s a refresher:

- Visual data is processed much faster by the brain than text

- Adding videos can increase conversions by nearly 90%

- 85% of internet users in the United States watch video

- On Facebook, videos are shared 12x more than text posts and links combined

When Facebook began allowing third parties to publish and playback video content directly within their Newsfeed, we were able to watch videos from all over the internet without ever leaving the site; now Facebook drives 11.8% of all referred video traffic to media companies. Since then, the explosion of shortform video platforms like Vine and Instagram has completely changed the world of branded and content marketing. It’s the new frontier for brands seeking to engage consumers: top Vines can get millions of impressions, and Instagram videos are getting twice the engagement that photos do. And then there’s on-the-go consumption of video, which by 2017 will make up two-thirds of the world’s mobile data traffic.

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Clients

Unilever and Percolate: Accelerating a Global Marketing Organization

At Percolate, we believe what distinguishes a great marketer is not the ability to build individual successes, but to succeed regularly and predictably. As marketing evolves from campaign-centric to  sustained communication, working with technology systems that enable more efficient and consistent results is critical.

In 2013, Unilever started working with us to help improve the performance of its social content, capture cost savings, and increase brand consistency across different portfolio companies and countries. Our pilot program began with three of Unilever’s largest and most diverse brands across 15 markets — Knorr (food and beverage), Hellmann’s (mayonnaise), and Surf (detergent).  After achieving great results and 92% agreement that Percolate is “very easy or extremely easy to use versus other [marketing] software,” our partnership with Unilever has expanded to serve more than 30 global brands in over 20 markets. Based on our initial work together, we estimate Percolate will save Unilever $10 million in annual cost savings on content.  (more…)

Announcements

Introducing System of Record: An Animated Short

The enterprise is in transition: to mobile, to global, and to software. Soon, nearly 100% of the planet will be connected on the same network. Most marketing departments, however, have been built to support a different pace. You can see this if you look at the Fortune 500 by decade — it’s getting harder and harder for companies to maintain their position in the market as it expands at exponential rates.

Moving forward and looking at the next fifteen years, everything will be changing. Fast. The way we understand cities, countries, communications, development and infrastructure will evolve as our urban populations grow and become connected in unprecedented ways. The economy will come along for the ride. Consider the simple fact that for every additional 10 mobile phones per 100 people in a developing country, GDP rises by 0.5%.

As marketers, we have to recognize the opportunity - no one has more to gain than we do. Redesigning a modern marketing department for the new media landscape will require rethinking our channels, content, audiences, processes and teams. We’ve developed a white paper that discusses how tech is changing enterprise marketing in greater detail.

And last week, we hosted our first industry conference, where leaders from the worlds of design, technology, science, marketing, and even automotive talked about how they were investing in this moment of transition. To celebrate, we made a short film with our friends at m ss ng p eces, a NYC-based entertainment company inspired by storytelling, technology and the limitless connectivity of the age we’re now living in. Just like us, they believe that there’s never been a more exciting time to exist in the world of communications.

It’s beautiful, it’s fun, it’s inspiring. We hope you’ll love it as much as we did.

 

Tech

Everything you need to know about Xiaomi, the Apple of China

At Percolate, we believe that social and mobile have transformed the way we live and work, and that it’s critical to study the companies and technologies that are driving this change.

We’ve written about many of the big players: Google, Apple, Facebook, Twitter, LinkedIn, WeChat. However, there’s a company that’s well known in tech circles but is still reaching the mainstream: the Chinese tech company Xiaomi. Here’s your cheat sheet for this rising tech superpower.

1) Xiaomi is the fastest growing smartphone maker in the world

In the first quarter of 2014, Xiaomi shipped 11 million smartphones, with virtually all of them (97%) going to China. While it’s total volume is only 10% of 97M phones shipped that quarter in China, Xiaomi has already doubled its market share from the second quarter of 2013, when it held only 5%, making it the fastest growing smartphone maker in the world, and third in the Chinese market, behind Samsung and Lenovo. (more…)

Events

10 Memorable Moments of Transition 2014

Yesterday, Percolate held Transition, our first industry conference. Held at the TimesCenter in New York City, we had over four hundred people come together for a day of conversation about how technology is reshaping marketing, the enterprise, and the world. If you were able to attend, we hope you enjoyed it, and for those who couldn’t make it, check out the #Transition2014 for some highlights.

We’ll have plenty of Transition-related material to come, but today, we wanted to kick it off with the 10 most memorable moments of yesterday’s event.
 

1. Noah Brier on how marketing has to focus on invention, not just scale

We started off the day with Percolate Co-Founder Noah Brier on our goals for the conference: to have a conversation about how the world is changing more rapidly than ever, and how technology is the driving force behind that change. For marketing, technology has often been seen as a force for scale and reach, but Noah argued that our industry could not afford to ignore the power of invention, the 0 to 1 moment.
 


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Insights

Marketing’s Moment of Invention

This Wednesday, July 16 at the TimesCenter, Percolate is bringing together marketers, inventors, and entrepreneurs at our first industry conference: Transition. Join us in a conversation about how invention is reshaping the industry, the enterprise, and the world.

Peter Thiel, the widely respected entrepreneur and investor, is out with a book called Zero to One, based on a series of lectures he gave at Stanford University. In the book Thiel argues that not all progress is the same and you can break down progress into invention (0 to 1) and globalization (1 to n). Here is a chart that describes the two types of progress.   (more…)

News

Apple Wants YOU…To Get Healthy and Buy Things

SPOTLIGHT ON TRANSITION: This post is part of a series of insights into the ways technology is reshaping marketing, the enterprise, and the world. Join us on July 16 for our Transition conference, where leaders from the fields of technology, marketing and global business – like General Electric CMO Beth Comstock and Unilever SVP of Marketing Marc Mathieu – share stories and examples of organizations successfully making it through times of transition.


In June, Apple hosted its annual developer conference, WWDC, and announced a number of major updates, news, and new features. “There were more announcements than any other year since iOS came out”, said Doug Tabuchi, mobile engineering lead at Percolate. “You walked out of the keynote with the feeling that your world has changed.”

The biggest news? The announcement of iOS 8, which has powerful new tools for marketers that will allow them to track analytics, optimize campaigns, and target fans based on user preferences easier than ever. Plus, more than 4,000 new APIs and an opening of the Apple eco-system for the first times means a chance for marketers to connect with users through Apple devices in a less intrusive manner than before. Here are the key points:

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Insights

Shortform Video: Why Vine & Instagram Video are the New Frontiers for Brands

At Percolate we like to say that brands are figuring out how to go from four commercials a year to four tweets per hour. What used to take teams of people months to produce has squeezed into tighter and tighter windows of marketing content.

Futbol fans across the planet turned to Twitter to register their shock, sadness, and snark as Brazil got obliterated by Germany in the World Cup semi-finals — a record-breaking 35.6 million tweets were fired off, including 580,000 tweets in a single minute when Sami Khedira scored Germany’s 5th goal. The power of shortform content like tweets and FB posts is that it’s faster to create and faster to consume, leaving consumers engaged but always hungry for more.

For brands, this new volume and pace is a challenge they’re only starting to master. But it keeps getting harder. (more…)

Releases

Build the Chart, Tell the Story: Percolate’s New Analytics Toolkit

Analytics tell a story. They reveal insights about a campaign’s performance and help brands understand the arc of their marketing efforts and where they can improve going forward. Doing marketing without data is like driving at night with no headlights on: dangerous and not recommended.

A recent survey of more than 600 marketing professionals found that 61% of marketers weren’t using marketing analytics in a meaningful way. These results are rather shocking considering that 92% of the respondents “acknowledge that analytics are important for managing marketing processes, demonstrating value or improving marketing’s credibility.”

This raises the question: why is there a discrepancy? It turns out many companies struggle to adopt analytics due to lack of skills, resources or funds.

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