Starbucks Doesn’t Deliver. Just Plug and Pour.

If you're using social media and specifically Twitter, chances are you've heard one of the people you follow on any giving morning Tweeting something along the lines of, "I'm soooooooo tired this morning. I wish Starbucks delivered." While there are no plans to change their business model to include delivery, they did recently prove that they've been listening to their customers by responding with a Tweet with a link to this image:

We've written quite a lot about how powerful social media can be as a tool to engage with your audience in meaningful ways, and this is a classic example of how it can be done right. By listening to their loving customers and responding personally in a creative and playful way, Starbucks has really shown that they take their customers wants and needs into consideration, even if they can't directly satisfy them. Plus, they reaped the benefit of the tons of buzz this promotion created.

Well played, @starbucks, well played!

by Garret Ohm

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TSG creates premium wbt for premium automaker

Audi of America recently engaged TSG to create a new version of the existing Audi Brand Orientation Web-based training (WBT) module used to familiarize new Audi employees with the brand. Working with Audi Academy staff and subject matter experts, we analyzed the existing course to determine ways to better present the content, user interface and navigation of the module. Once the strategic and basic content development was in place, we developed a design template that, when combined with the revised content and new digital assets, much more closely represented the Audi core brand values of Sporty, Progressive and Sophisticated.

Our solution incorporates advanced functionality including voiceover narration, video and Flash-based games to help users retain and recall information as well as streamlined navigation, bookmarking functionality, SCORM compliance and a post-training evaluation. The result is an effective WBT that speaks to the Audi brand and ensures that the deep knowledge of the brand is easily transferred from employee to customer. Here's a few screenshots of the final product:

We are excited to be underway with our second WBT project for Audi, creating a module for Audi TDI® and Alternative Fuels training. Stay tuned for more details.

by Garret Ohm

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The Coolest iPad App Yet

Not long ago, we wrote a blog post about the future of publishing, based on a Sports Illustrated concept for a tablet-based magazine. Since then, the iPad has arrived, and technology-forward companies are working hard to develop applications that utilize these technologies and devices. Here's one from the folks at Wired Magazine. It's so much more than just a digital version of the print magazine. It includes embedded video, linking to the web and more. I can't wait to see this thing in real life! We really think this is going to be a game changer in magazine publishing.

What do you think? Are you ready?

by Garret Ohm

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A Very Merry Unbirthday to You

As February draws to a close each year, I always check the calendar to see if it's a Leap Year. Somehow the last few lines of the rhyme for remembering the number of days in each month doesn't really give a good rule of thumb for figuring out leap years. As a child, the last line or two always seemed a bit sketchy as there was, to use another old phrase, no rhyme or reason to them.

In fact, here are two "official" versions of the poem:

Thirty days hath September,
April, June, and November:
All the rest have thirty-one,
Except for February,
Which hath twenty-eight days clear,
And twenty-nine in each leap year.

Or

"Thirty days hath September,
April, June, and November,
All the rest have thirty-one,
Excepting February alone,
Which has but twenty-eight days clear
And twenty-nine in each leap year.

No wonder I'm fuzzy about leap year. Who could remember those last two stanzas? And it still doesn't say it has to be a year that is divisible by four...

Julius Caesar or rather Sosigenes, his astronomer, invented leap year in 45 BC. At that time the Roman Calendar had 355 days. So in order to keep the seasons and festivals even with the calendar, a 22nd or 23rd day was added every second year. Eventually, Pope Julian refined the calendar making leap day occur in years that are divisible by four. And Leap Day, is just a day to "leap" over.

So, for all of you "leaplings" who will have to celebrate on either February 28th or March 1st, here's a little ditty to help you celebrate.

Check back in 2012, when I get to recount how Leaplings celebrate their actual birthday.

by Karen Sutter

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TechTalkin’ Social Media for Business

I recently attended the Chesapeake Regional Technology Council's InfoMixer in Annapolis and was fortunate enough to be asked to be the TechTalk speaker for the evening. I gladly accepted, and put together a quick talk about how smart businesses are using social media to engage their consumers in new and meaningful ways-and in the process, achieving any number of business objectives.

I talked about The Sutter Group's use of social media as a tool to build awareness and establish thought leadership among our peers, our work on behalf of the BMW Car Club of America to engage BMW fans that are "on the fence" about membership or already members, and Dell's status as one of the best case studies out there for the power of social media engagement. They've used social media to take customer service to a new level, disseminate corporate news, cultivate innovative ideas and even to hawk hot deals on Dell products. As I told folks at the CRTC event, Dell has made as much as $6.5m on Twitter alone according to analysts.

Now all that said, you'll often hear me note that social media isn't the end-all, be-all in the marketing world (like HERE). As students of the power and importance of integrated marketing, we truly believe that social media needs to be a part of an overall marketing strategy. Working hand in hand with other efforts and mediums, it can be wildly effective in helping businesses connect with its consumers (and even increasing revenue).

Still think it's hype? Check out this article from AdAge about businesses using social media and reaping the rewards. And of course, don't hesitate to give us a shout if you're feeling lost in the woods. We've got you covered there!

by Garret Ohm

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