Tag Archives: Uber

Cleaner using cleaning spray marked "Honest"

Never trust a brand that’s not on social media

It is 10.18 and I’m waiting for my new cleaner.

Estela* looked amazing on Helpling. She had a 4.8 star rating and a dozen glowing reviews. Even better, she was available to start the day and time I’d asked for. Yay!

Except, no. She’s now 20 minutes late. I check back through my emails from Helpling. All very straightforward and nice:

  • “Thank you for your booking”
  • “Your new cleaner is Estela Santos”
  • “Get to know your new cleaner Estela Santos now”
  • “Reminder! You have a booking with Estela tomorrow at 10:00”

I go to the website to see if Estela has left a message for me there. Not only is there no message, there’s NO RECORD of my booking, nor the welcome message I’d sent to Estela.

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Photo by Benjamin Wong

How social listening helps you stand out from the crowd

Back in the 1980s London agency BBH came up with a brilliant ad campaign that is now their corporate mantra. The ad was for Black Levi’s and featured a single black sheep in a flock of white ones. The strap-line ran: “When the world zigs, zag”.

Identify a gap in the market and fill it with something different enough to be exciting but relevant enough to sell: this has long been the holy grail of marketing.

When the world zigs, zag - BBH campaign for Black Levi's, 1982

When the world zigs, zag – BBH campaign for Black Levi’s, 1982

In the past, the best ideas depended on sheer creativity and gut instinct as much as market research. Today’s brands have an always-on, direct line to their customers.

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Why digital transformation is a must for every business

Game-changing companies Airbnb and Uber don’t own anything other than their online communities – and the data those communities generate. But Airbnb and Uber are worth billions. And they’ve blown traditional business models out of the water in the sectors in which they operate.

This was the key point made by digital expert Dion Hinchcliffe at the Enterprise 2.0 Summit in London recently: “I hear people say ‘Oh, we’re not a technology company, so we’re not riding the technology wave’,” said Hinchcliffe. “But that’s no longer an excuse!”

“Whatever your sector, your business model is under threat from digital,” said David Terrar, the summit producer. “We’re seeing three massive trends happening at once: cloud, social and mobile. The unprecedented access to data, connectivity and the speed at which new products and services can be delivered mean goal posts are shifting fast.”
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