onechocolate loves… the view from France

Our French office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 The Apple Watch is here!

The highly-anticipated Apple Watch went on sale in stores on Friday 24th April in several countries around the globe. However, in Paris, only a few stores will have the device available for sale. One Parisian retailer stocking the device is Colette, a fashion boutique where by 10 am, more than 150 people were queued up around the corner. So, it seems that the smartwatch was a hit with Apple’s fans. Nevertheless, the watch was also mocked by some such as Christopher Walken’s commercial parody and Cyprien, one of the most influential French YouTubers, whose parody makes fun of Tim Cook and Jonathan Ive.

#2 Stop street harassment

For the fifth annual International Anti-Street Harassment Week, the French association Stop Harcèlement de Rue (End Street Harassment), created a special app – – available on both Android and iOS. Hé is a French version of the Yo app – a hugely successful American product that allows users to send simple interactions to their contacts. At first glance, Hé looks much the same as Yo, but in fact the app has a specific functionality: once a user adds themselves to your friend list, you’ll begin to receive messages simply saying ‘Hey’. The interactions seem innocent at first, but they become more frequent – and more aggressive. A great initiative to raise awareness of street harassment!

#3 Me at the zoo!

On April 23 2005, Jawed Karim uploaded a 19-second video to a (then) unknown site called YouTube which he helped create. Shot by high school friend, it shows Karim talking about how cool elephants’ trunks are. Today, the clip has been viewed 22 million times, is almost a cult piece of video and its main actor has an estimated net worth of $140 million! This story perfectly sums up the YouTube phenomenon: a platform that has the power to propel brands, pop stars, comedians and vloggers to stratospheric heights and to make users Internet famous. So, Happy Birthday, YouTube!

#4 Iron Man to promote the French Tech

To capitalise on the buzz surrounding the release of the latest Avengers film, the French Government has created its own superhero to promote French tech start-ups. Like Iron Man, the French tech hero is fully equipped with the latest home-grown innovations such as the connected t-shirt from Citizen Science, the exoskeleton of Wandercraft and the connected watch of Withings. The French government aims to shine the spotlight on the new generation of promising start-ups in France and abroad.

#5 My Idol

The viral app doing the rounds this week is the new Chinese app, My Idol. It creates a 3D virtual duplicate of the user by simply scanning your face –et voilà, your very own avatar is created. You’re then able to choose what activity you want your double to participate in, from relaxing to performing karaoke. The Guardian has labelled it “The app that lets you watch Barack Obama pole-dance” and celebrities have adopted the app in their droves, including as Miley Cyrus and Lady Gaga.

#6 Happy Switzerland 

Schwarzsee,_Switzerland

The 3rd World Happiness Report came out this week, providing further evidence that Northern Europe is a great place to live. Switzerland, the land of designer watches and luxury chocolates, is the world’s happiest country, according to the report released by the United Nations, supported Sustainable Development Solutions Network. It was closely followed by Iceland, Denmark, Norway and Canada. France came only in 29th place in the report – behind UK and Germany respectively 21st and 26th . The report bases its rankings on data from the 2012-2014 Gallup World Polls, which asked people from over 150 countries how they rated their quality of life on a scale from 1-10.

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How Mobile Is Your B2B Marketing?

B2B mobile marketing

The world has gone mobile mad, but despite the fact that internet access via smartphone continues to rise, many B2B brands have yet to get smart with their marketing. 

In 2014 mobile e-commerce overtook traditional desktop, accounting for 22% of online sales and the latest predictions see no sign of mobile slowing down. Research from eMarketer shows that in 2015, for the first time ever, UK adults will spend more time on mobile than on desktop. Moreover, Radicati Group predicts that by 2018, a whopping 80 percent of email users will access their email accounts via a mobile device.

Mobile should no longer be seen as an add-on to traditional marketing strategies, but be treated an essential component that drives a campaign’s success. 

Here are the key changes you need to adopt to play catch up – fast! 

#1 Become mobile-first 

With more than 50 percent of internet traffic coming from mobile devices, B2B marketers must keep in mind that business prospects expect the same kind of omni-channel approach to digital experiences that consumer brands offer.

As B2B marketers, our challenge is to create digital experiences that fit potential buyer’s preferences and needs. More and more B2B brands are achieving omni-channel success with highly-targeted digital properties that speak to very specific business users – combining mobile-optimised elements, offline activities and dynamic content offers to round out a personalised digital experience.

The key is to consider “mobile-first”. Create strategies that incorporate content marketing and distribution strategy into dynamic display technology that adjusts information in a way suitable for mobile. 

#2 Get responsive with your website 

You need a responsive website that’s fully functional for mobile. It’s not a luxury anymore. Wondering why every brand you know and love seems to have updated its website recently? Sure, there’s nothing like a fresh new look but the stampede has been the race to take advantage of latest platforms for responsive web design.

Responsive web design aims to provide an optimal viewing experience across a wide range of devices – one that’s easy to navigate and read, with a minimum need of resizing or scrolling.

With Google’s recent algorithm shake-up which prioritises mobile-friendly URLs – particularly for mobile searches –making your site mobile-optimised is invaluable for your SEO, as well as creating a smooth user experience for those browsing your site.

#3 Find the channel your customers and target audience uses most

New technologies and channels will continue to emerge, so get to know what your customer is using now. This can help deepen the relationship and create opportunities for direct communication through a channel you didn’t previously use, such as SMS or WhatsApp.

Metrics and analytics are imperative in social media. With 71% of users accessing their social media on a mobile device, finding out where your customers and target audience spend their time is vital to the success of your social media marketing efforts. If your target audience has shifted from Facebook to Instagram or Pinterest, you should switch your focus too. Make sure to maintain your presence on any existing platforms, but target your niche market in the social channel they use most.

#4 Creative videos

Video is hugely important to engaging with consumers online. Video was the most shared content on Twitter in 2013, with more than 75 percent of Twitter users accessing the site via a mobile device.

However, just putting your commercial on YouTube is not enough. Creating smart, targeted and engaging video can help put some distance between your business and the competition, if you can deliver something that you’ll become known for. Interviews and customer testimonials can personalise your company and make that connection with your customers and target audience. Once the video is out there, you can publish it social media or paid social distribution – placing your video in the social feeds of your core target demographic.

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Weekly social scoop

The latest news and developments on LinkedIn, Facebook, YouTube and Twitter, just in case you missed them…

Weekly social scoop

#1 Video ads are now being offered by Facebook

By The Drum

  • Videos on the site are reportedly being played 4 billion times daily, revealing untapped marketing potential
  • Facebook will cut down on feed ads and replace with video, rather than increasing Facebook’s ad capabilities
  • There is currently no word on when Facebook the video ads will come into effect

#2 LinkedIn has brought a fact-checking system

By Tech Radar

  • LinkedIn has bought a patented interactive fact-checking system that will test the ‘facts’ you add to your profile with a lie detector test
  • Profiles will be checked and any ‘lies’ will need to be verified by users
  • Any lies discovered will be prevented from being published by LinkedIn 

#3 Facebook releases smartphone app, Hello

By The Register

  • Facebook’s new app, Hello, will match numbers to friends and businesses on the social network
  • The app will allow users will be able to call each other directly from their Facebook pages and will show information on the person calling, even if the recipient doesn’t recognise the number
  • Android users are able to download Hello now from the Google Play Store. There is no word on whether an iOS version will be released

#4 YouTube App gets deleted off devices

By The Huffington Post

  • Apple devices, game consoles and smart TVs manufactured before 2013 will see YouTube automatically removed
  • The YouTube update, which is thought to happen in May, will not let the app survive on certain devices
  • Google says the move is necessary to allow the introduction of new features

#5 New mini-news hub may become Facebook’s new notifications system

By Mashable

  • Facebook is trialling a new notifications tab with content from across the whole site presented in one central place
  • Testing is currently being carried out for mobile users in the US before expansion to the rest of the world

#6 New filter and tighter rules on Twitter to crackdown on abuse

By The Guardian

  • Twitter users’ notifications will now be filtered to avoid people seeing abusive messages
  • Temporary suspension of accounts will be handed out if the rules are not followed
  • Filtered tweets will exist on the site and will not be deleted, but the targeted individual will not see them

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onechocolate loves… the view from the U.S.

onechocolate’s San Francisco office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 Earth Day

Earth Day

For this year’s Earth Day (on April 22nd), major tech companies celebrated by promoting their own green initiatives. Apple turned its store logos to green around the word. Earlier in the week it also announced its work on new re-forestation projects and solar farms to make operations rely 100% on renewable energy sources. Phillips launched a new line of affordable LED light bulbs. Google dedicated its doodle to Earth Day, which included colourful animals woven into its letters and spinning planet. It also added a quiz, “Which Animal Are you?” featuring an array of endangered and extinct animals.

#2 Hyundai’s ‘out-of-this-world’ stunt

Hyundai has helped orchestrate the delivery of a heartfelt message from a daughter to her dad, who just so happens the be an astronaut on the International Space Station. The car brand used 11 Genesis Sedans to carve giant letters in sand spelling out the message “Steph loves you”. The message, which spanned 2.1 square miles, received recognition from Guinness World Records as the largest tire-track image ever, and gave even bigger smiles for a father and daughter.

#3 Inclusive marketing

After the news about Indiana’s Religious Freedom Restoration Act drove media and the public into a frenzy, due to wording that would discriminate against those who identify as LGBT, several cities are now promoting themselves through ‘inclusive marketing’. Places like Los Angeles and Houston have launched campaigns promoting the fact that they welcome LGBT visitors to encourage people that may have thought about travelling to Indiana, to go there instead. Even The National Park Service joined in with its “Find Your Park” campaign, which stresses the diversity of the country’s 407 national parks and the diversity of its visitors.

#4 Daycare goes to the dogs

DogVacay

For those who don’t like to leave their dogs home alone all day while at work, DogVacay, the start-up that has been billed as an ‘Airbnb for dogs’, has launched a solution with a peer-to-peer pet boarding marketplace. Given that the price of most boarding is very expensive, this should not only be easy on an owner’s purse strings, but also keep the pup entertained all day. CEO Aaron Hirschhorn says that if the service is successful, it could open up the market for pet daycare services in the same way that Uber did for taxi-like services.

Image credit: Flickr Member zhouxuan12345678

#5 Searching for Nessy

Loch ness

In 1934, the Daily Mail published a hoax photo of what it claimed was the Loch Ness monster. To remember the now infamous incident, Google Street View this week allowed users to explore the surface of the 23-mile long loch and see underwater imagery, too. According to TechCrunch, Google sees more searches for Loch Ness than for Buckingham Palace! It seems some people will never stop looking for the elusive monster.

#6 Summer movie season

Star Wars emojis

While everyone waits in anticipation for the new Star Wars film, The Force Awakens, to come out in December (and have fun with the Twitter emojis associated with it), there are some great movies coming out this summer to tie you over, including The Avengers: Age of Ultron and Jurassic World. In case you’re unsure of which ones to watch, The Verge has done a great roundup to help you decide what to see this year.

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The Art of The Spin at the V&A

The Art fo Spin - V&A

Even though we all think that PR is an art form, it’s a rare treat to discover that one of London’s most prestigious cultural venues is showcasing some of our industry’s leading lights. OK, so maybe it’s more of a delve into the dark side, but that just makes it all the more compelling!

V&A Talks: The Art of The Spin, is a series of talks (21st April – 9th May), hosted by some of the Western world’s most legendary PR aficionados, from New Labour’s illustrious spin doctor, Alistair Campbell, to the absolutely fabulous queen of PR, Lynn Franks.

An exciting roster of speakers from all facets of the PR world will be talking about everything from art to politics, advertising to photography. As a flavour of what to expect, here are a few inspirational (and sometimes outrageous) sound bites from the some of the star guests …

Lynne Franks, Founder of Lynne Franks PR:

“It is not how many people the message gets to, it’s the reaction or how they feel when they get that information.”

PR Week, 2011

“There was a time I went to the supermarket and loaded up on champagne and then just stood there waiting for an assistant to process everything for me, not realising you had to do it yourself.”

The Telegraph, 2011

Alan Edwards, former PR for David Bowie, The Rolling Stones, Michael Jackson and The Spice Girls:

“The key is proactive rather than reactive PR. A good PR sees trouble coming, he is ahead of the story. If all you’re telling a client is what’s in the papers that morning, then they might as well ask the newsagent.”

The Guardian, 2006

Alastair Campbell, Political Aide:

“Don’t accept that you are in crisis just because everyone says you are.”

The Guardian, 2009

On being asked by a teenager: “What is the difference between PR and spin?”
“Well, I don’t really know.”

The Guardian, 2009

Sir John Hegarty, ‘Advertising Giant’:

“One of the most important lessons to be learned by any communicator (and one of the most easily forgotten) is that you don’t instruct people to do something – you inspire them.”

IPA, 2012

Lord Tim Bell, Advertising & PR Executive:

“I’m very flash and I’m not proud of that, but at least I’m honest about it. The only talent I have is charm.”

Campaign, 2014

Ken Sunshine, ‘American PR Giant’:

“When things are crazy, it makes me calm and when things are calm, it makes me crazy. People my age talk about doctors and ailments and how depressed they are. While they’re slowing down I’m speeding up.”

The City Herald, 2011

For further information on the V&A Talks, check out the event website.

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