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The Yellow Lines | B2B Marketing Awards Finalist 2011 | Best use of Social Media

jenita — Tue, 30 Aug 2011 15:21:52 +0000

Social Media Campaign for Cobalt Telephone Technologies | RingGo

Birddog was appointed to build a dynamic, engaging, creative awareness campaign to protect RingGo’s position as the premier supplier of car-parking support services whilst influencing industry decison makers and regulators alike. Following significant revisions to major contract allocations immediate action was required, to minimise misleading third-party information surrounding the changes to parking payment service provisions in the South-West of England.

The Strategy:

Within 24 hours, Birddog created and launched ‘The Yellow Lines’, a blog-based user community sponsored by RingGo, but managed and run independently. The urgency of the campaign required a hard-hitting launch, utilising the speed of both email marketing and Twitter to support its messages. Central blog articles became the focus for user comment, concerns and discussion.

The strategy was to focus users of the RingGo brand into a single online community where customer opinion could be shared, thereby influencing business decision makers. Core content would direct the conversation, but the social and transparent functionality (comments/feedback) allowed contributors freedom to both redirect the conversation and, more importantly, provide the right of reply. Community response, positive or negative to the RingGo brand, was permitted.

With only 2 weeks before planned service changes, any attempt to overturn decisions that had already been made was unrealistic. It was therefore essential that the strategy offered long term value beyond the initial launch period. Value would be achieved from the strategy by creating a community of active, passionate (and independent) RingGo users who would not s imply complain about changes to car parking support services, but advocate RingGo’s mobile parking solution generally.

Establishing the best social channels was imperative to the success of the campaign. With extremely tight time and budget constraints it was essential to develop a campaign that could resonate and engage with the community on various levels.

The social aspect of the campaign allowed users to engage with the blog content and share posts and comments through other associated channels (Twitter, Facebook, LinkedIn). This helped content reach new audiences quickly, widening campaign reach and overall engagement. Working alongside the blog and Twitter, email marketing was used to activate the initial core audience and throughout the campaign as a call-to-action channel.

The Results:

Within 14 days ‘The Yellow Lines’ had received over 22,000 unique visits, over 800 comments, and had achieved a positive sentiment value of 99.8%. Birddog had created a community based marketing asset that continued to grow, clearly distinguishing and highlighting RingGo’s unique product offering and competitive advantage.

Community building/ Raising awareness

Over 22,000 unique visits and over 800 comments
Over 800 comments in the critical first two weeks
99.8% positive sentiment
Local Media Newspaper Coverage
BBC Radio Coverage

Long-Term

Independent searchable customer reference site
Ongoing/ growing digital asset
Proven competitive advantage on key elements of operations: trust, innovation, service support and security

What did Birddog do?

Social Media Consultancy
WordPress Blogging Platform Design & Creation
Twitter Profile Design & Creation
Content Strategy & Planning
Blogging & Content Creation
Cross-Platform Community Engagement and Management
Analytics Measurement & Reporting
Digital Asset Transfer (end of project)

The Business of a Top 100 Brand

Scot — Wed, 27 Oct 2010 14:05:28 +0000

For the last decade, Interbrand has been producing an annual report on the top 100 ‘Best Global Brands’. It makes interesting reading. It doesn’t make truly compelling reading though, and it doesn’t offer much in the way of deep insight. Perhaps that’s to be expected – it’s the nature of the beast. When you’re looking for trends across 100 global brands it’s no real wonder that the common ground ends up being generic.

It’s a bit like the ‘Top 100 TV Moments’, and the ‘Top 100 Movie Moments’, and all the other ‘Top 100 Moments’ that exist as TV scheduling fillers. Whilst the journey through the respective ‘Top 100 [insert filler of your choice]’ can be an interesting one, you can be fairly certain that your personal favourite isn’t going to be number one. It is a source of constant disappointment to me, for example, that the angelic harmonising of the Von Trapp Family in the classic Sound of Music never actually makes it to number one anywhere except in my dreams.

And so, because we all kind of knew the report findings this year – the economy’s in the shitter, the financial brands have taken a pasting, no one trusts anyone anymore, social media and the digital landscape’s a bitch and none of the big brands really know how to deal with it globally… – I thought it might be helpful to offer an additional insight from Interbrand’s work that may offer some hope to the B2B community.

Seven of the Top Ten Global Brands achieve a significant proportion of their revenues from the B2B sector. Seven. Of the top ten. B2B.

I thought that was pretty impressive for the Business to Business market. IBM, Microsoft, Google, General Electric, Intel, Nokia, HP – they’re all big B2B players. Using Interbrand’s statistics, they have a combined brand value of over $300bn. That means those seven B2B brands in the Top 10 have a higher brand value than all the other B2C brands in the Top 20 combined ($271bn). Not too shabby.

So whilst we’re all scrabbling around in the muck and bullets of day-to-day B2B marketing life, it’s worth remembering that we have a significant pedigree to live up to. The next time someone tells you that ‘brands’ are things they buy in supermarkets, just remind them that, actually, the top brands are mainly B2B. (Then sniff the air, turn on your heel and exit leaving only a ‘talk to the hand’ gesture for them to remember you by…)

Scot McKee
Managing Director
Twitter

The niu online presence

admin — Tue, 05 Oct 2010 15:32:31 +0000

niu is a fresh name in the IT and telecoms industry, a purpose-built company that integrates four high value brands with wide ranging sector experience into one fully converged solutions provider. niu is headquartered in central London with 200 staff and a broad supplier network that includes brands such as IBM, Orange, Cisco, Microsoft, VMware, Mitel, Avaya, and T-Mobile.

Over the past 12 months Birddog has worked to fully rebrand and integrate the business with three other companies. niu required a powerful new identity with the potential to deliver long-term benefits, differentiate in a competitive industry and increase ROI. The company also needed to reinvigorate its online space with a contemporary website, in line with modern web practices and user features, to maximise sales and new business enquiries. Birddog designed the niu website www.niu-solutions.com to provide instant credibility and interest to visitors, creating a vivid first impression of the brand, with simple navigation and quick access to key areas of value.

Following the development and roll out of a brand strategy project, new corporate identity, an edgy Creative Platform® and a focus on brand awareness across online and offline media, Birddog launched the niu website in September 2010 – www.niu-solutions.com.

A suite of internal marketing tools were also provided to ensure long term brand consistency and buy-in from niu employees was achieved.

Birddog is niu’s lead/retained agency, contracted to deliver the long term development of the brand’s reputation, both online and offline, through consistent creative approach, a sound social media strategy and an implementation strategy that is dedicated to building niu’s brand awareness.

What Did Birddog Do?

Brand Workshop
Brand Strategy
Creative Platform®
Photography
Corporate Identity
Internal Marketing Campaign/Tools
Digital Planning – Functional Spec and Sitemaps
Digital Design and Development
Bespoke CMS build, Training and Database Design
Search Engine Optimised, Inter-related Content with High Keyword Density
Implementation of Social Media Strategy and Policy

Corporate Identity

admin — Wed, 29 Sep 2010 23:00:36 +0000

You may have noticed that Birddog has recently undergone a new makeover. Not the kind where an overly tactile Gok Wan leaves Birddog shivering in front of a mirror while the nation observes every fold and crevice. No this makeover was far subtler but much needed.

Gone are the much-loved images of dogs with wings and in their place, a vibrant and agile colour palette that complements our new creative direction. To match Scot and the Birddog team’s frequent and active observations in B2B literature and all things digital we now have a clean and conversational serif typeface that is flexible in both core messaging and focused body copy.

The logo itself has only experienced a few minor tweaks. It wasn’t necessary to meddle with what has evolved into essentially an already distinctive wordmark in the B2B Agency arena.

The Birddog wordmark still looks as relevant today as it did 15 plus years ago. Instead, it now sits within a circle, that can be cropped at 88% and anchored to the top of our outgoing collateral.

The Birddog ‘paw’ has been removed and is now only used as a secondary graphic device, as it was felt that the wordmark could now stand out on its own without it. This will now be used sparingly to accentuate the brand as opposed to an over-use of it as a graphic element.

Everything has been stripped right down to a clean, simple and uncluttered identity. The premise being that our new and minimal look will allow our work and our content to speak for itself.

Over a period of time we will add a more illustrative element to the brand so be alert. The ‘winged’ quadrupedal may return in a new incarnation…

Nickleby – FM with attitude

admin — Thu, 09 Sep 2010 12:00:29 +0000

Nickleby is a leading Facilities Management and Maintenance company based in Hampshire, UK, providing a number of core services including Managed FM, Maintenance Support, Maintenance Services and a unique Software Solution, Emergense.

Nickleby’s aim is to do for commerce what the tractor did for agriculture: helping clients maximise the value they achieve from their maintenance spend. Already appointed by some of the UK’s leading brands, Nickleby was keen to extend their own brand’s awareness through online channels – as a serious offering within the Facilities Management industry. Nickleby wanted to communicate its brand to a new audience in the online space. Enter Birddog.

In March 2010, Birddog launched the new Nickleby website, positioning the company as more than just maintenance management experts. Birddog was enlisted to create the ultimate platform for generating brand awareness and lead generation, following a previous rebranding project.

Birddog created Nickleby’s website with user-centred design at the core, boasting savvy development and a bespoke CMS. Nickleby’s brand values, visual identity and tone of voice now combine consistently across the site with a clear and compelling call to action on every single page. The new site has driven the Nickleby brand forwards within an online market that is growing significantly year-on-year.

Since the site’s launch, Nickleby has been building a successful online reputation through the linking of social media, blog posts, a Twitter feed and a team dedicated to the Nickleby brand, achieving some of the fantastic results below.

Results:

170% increase in site visits
50% decrease in bounce rate
500% increase in time spent on site per visit
60% increase in unique visits

The project included:

Digital Planning – Functional Spec and Sitemaps
Digital Design, Photography and Development
Bespoke CMS build, Training and Database Design
Clear, Consistent Navigation with One Click Drop Down Menus
Signposting, Colour Coding and Service Iconography
Daily News Feed, Company Blog and RSS Feed
Search Engine Optimised, Inter-related Content with High Keyword Density
Implementation of Social Share Icons and Search Feature
Hosting

Visit Nickleby: http://www.nickleby.co.uk

Digital Strategy & Services

admin — Fri, 03 Sep 2010 10:07:30 +0000

The ability to spontaneously engage with the Internet has fuelled a huge shift in audience behaviour. The Social Web has forced brands to significantly change the ways in which they talk to their customers through Digital (and traditional) channels. High-speed broadband, 3G and SmartPhones (BlackBerry/iPhone/Android etc.) means the Internet now goes wherever we go. It is a 24/7 medium – always on and always within reach.

Digital Strategy is planning the creative use of online channels to engage with audiences. Success relies upon relevancy – delivering the right message and tone of voice, through the right channels. This is no longer a one-way medium – it is no longer confined to websites and emails. The Social Web has provided consumers with the tools to engage one another on a very personal level, with or without your brand.

Digital is part of everything Birddog does. We think about Digital Strategy and we deliver Digital Campaigns. The constantly evolving thinking and planning represents the culmination of years of industry knowledge and experience. Every day, businesses face new challenges marketing to and engaging with their customers online. Birddog combines Digital Strategy with proven models and tools to provide answers to those problems.

The outcomes are clearly defined plans with solid rationale that lead to brilliant digital ideas that increase brand value. Digital with thinking, not just digital for the sake of digital. We do all these things in support of our clients’ brands – which is not too shabby for a day’s work…

Some of the Things We Do:

Digital Strategy:

Digital Consultancy
Digital Planning
Digital Strategy
Information Architecture Design (IA)
User Experience Strategy (UX)
Communications Channel Planning (Online Marketing)
Social Media Strategy

Digital Services:

Creative Concept Development
Digital Design/Studio Services
Website Design
Website Build/Hosting/Maintenance
Social Media Application Development
Search Engine Optimisation (SEO)
Paid Search
Email Marketing
Broadcast Content/Video
Mobile Internet / WAP Enablement
Campaign Development/Delivery

What to do next?

For full details of our services, contact Birddog

Creative Strategy (Creative Platform) & Services

admin — Fri, 03 Sep 2010 10:01:30 +0000

Birddog’s Creative Platform® is the tool with which to articulate the brand story (new or existing). Creative communications are not random thoughts loosely connected by graphic design – those are just communications. True creativity is the conception and application of great ideas across all communication channels in support of the Brand Strategy.

The Creative Platform® is a process of creative consultancy and concept development that aligns the brand within a digital strategy for improved delivery of communications campaigns. The outcomes are really good ideas that can be measured, analysed, tracked, reported on and evaluated across all bought, owned and earned digital media platforms. Creative that can be measured. Beautiful.

Creative Platform®

Creative Strategy Planning
Creative Concept Development
Creative Differentiation
Creative Articulation
Creative Style
Creative Tone/Voice
Creative Message Development
Creative Copywriting
Emotive (Customer) Engagement
Emotive (Internal/Staff) Engagement
Design/Studio Support Services
Campaign Development/Delivery

What to do next?

For full details of our services, contact Birddog. Not decided? Read the book first, then contact Birddog.

Brand Strategy & Services

admin — Fri, 03 Sep 2010 09:45:20 +0000

A brand is a collection of perceptions in the mind of an audience. It’s not just a product or service that can easily be measured or touched. Nor is it just a logo or tactical campaign. Brand Strategy is the long-term management of perceptions and reputation. Building a brand is the ability to shape the perceptions of an audience – how and where they want to be communicated with – online, using existing, new and evolving digital channels.

The Birddog Brand Platform is a process of strategic consultancy and creative thinking applied to your brand, your business, your audience, your employees and markets. The outcomes are focussed messages that form a consistent brand story and a compelling way of telling it.

Some of the Things We Do:

Brand Strategy:

Strategic Brand Consultancy
Brand Strategy Planning
Brand Audit & Analysis
Competitive Positioning
Audience-centric Brand Research (Primary & Secondary)
Brand Workshop Facilitation
Brand Promise
Brand Values
Brand Messaging
Brand Narrative
Brand Stakeholder Management & Training
Brand Strategy Delivery
Brand Guidelines
Brand Adoption
Brand Policing
Regional Disparity Integration/Localisation
Scaled Solutions – Local/National/Global

What to do next?

For full details of our services, contact Birddog. Not decided? Read the book first, then contact Birddog.

Creative Platform® Brand Workshops

admin — Thu, 02 Sep 2010 08:42:08 +0000

‘Let’s hold a workshop to discuss that…’ has become an overused and consequentially devalued catchall term for, ‘Let’s have a meeting…’ Birddog workshops are different.

Birddog brand and Creative Platform® workshops have been developed to introduce clients to exercises that support Birddog’s Brand Narrative Model. These creative and dynamic workshops are as revealing for how they are undertaken, as they are for their specific outcomes. Derived from clinical psychology, Birddog’s ‘projective and enabling techniques’ operate just below conscious awareness to stimulate the subjective truth instead of objective responses – you can run, but you can’t hide. All clients seeking true brand enlightenment are encouraged to participate.

ReThink, re-brand

admin — Thu, 02 Sep 2010 08:38:00 +0000

The ReThink Group plc, one of the UK’s leading recruitment experts for the business and technology sectors, engaged Birddog to help clarify and differentiate ReThink in an already crowded recruitment marketplace.

Birddog helped ReThink to understand that the brand’s value was not how ReThink compared itself to competitors, but how it was ‘different’ from other recruitment companies. It’s a subtle shift, but most brands succeed or fail on a subtle shift…

Birddog’s ‘Being Different’ brand strategy for ReThink that has been appraised independently as, “a fantastic and very clever piece of branding and marketing”.

Group Marketing Director, Michael Bennett, FIRP, discusses the importance of the ReThink brand in the prominent industry magazine, ‘Recruiter’: http://www.recruiter.co.uk/rebranding-rethink/1006563.article