Browsing Category Strategy

Walldress : social video shopping

June 27th, 2011 // 1:06 am @ Taki Tsaklanos

No idea if the term “social video shopping” exists, but it indicates the concept of It’s quite unique, I haven’t seen it before. The site shows fashion video’s exposing different types of clothes. That’s the way to present the clothes, instead of the traditional galleries. Next to each video you can click through to find more info about the product and purchase it.

I think the effort to keep such a platform living on its own is too high, but partnering with fashion shops could be a long term viable model, in my opinion.

Category : Blog &Digital &Strategy

Steve Rubel at The Next Web

June 15th, 2011 // 11:54 pm @ Taki Tsaklanos

Nice video about the content overload we have, mainly driven by social media. It’s a presentation that Steve Rubel gave during The Next Web event.

Category : Blog &Digital &Insights &Strategy the hidden empire

May 15th, 2011 // 9:09 pm @ Taki Tsaklanos the Hidden Empire
View more presentations from faberNovel

Category : Best practices &Blog &Digital &Insights &Online marketing &Strategy

Amazon tells Kindle e-books are a huge success

November 15th, 2010 // 7:52 am @ Taki Tsaklanos

It’s probably me, not understanding the huge success of e-books because I’m spending hours a day on my laptop screen (I really like reading in a hardcover format and not books on a screen). Possibly I need to experience the features first … Anyway, seems very strong in the US, but I don’t know if it has the same success in Europe.

Category : Blog &Digital &Strategy

Conversion optimization: some tips & tricks

November 14th, 2010 // 10:30 pm @ Taki Tsaklanos

KISS metrics is one of those sites that publishes only quality information. One of the most recent articles “Conversions vs traffic” offers a lot of simple but effective tips.

The central thesis of the article is that you better first work on conversion optimization, before going too hard with traffic building.

The conversion optimization tips & tricks in the article (summarized):

  • search marketing > calculate the conversion on keywords, drop the ones that are not profitable and refocus efforts on the ones that are converting
  • copy > the wording needs to be phrased in a way that eliminates potential concerns from (potential) customers
  • funnel > make sure that there are no extra or unnecessary steps, otherwise said “make sure your customers have the most direct route possible to actually complete their purchase.”
  • video > some content can better be offered in a non-textual way
  • buttons > be aware of the size, shape and color of buttons
  • don’t rush > make sure that, prior to the decision, enough steps are offered so that users don’t feel pushed
  • remove buttons or functionalities that get visitors to remove their shopping basket or form completion

These were mostly smaller changes. In the article, KISS metrics suggests to also test with structural changes, mostly totally different (landing) pages. On a site like, you’ll find some results of testing different pages. Quite remarkable, but nothing new actually.

Category : Best practices &Blog &Digital &Insights &Online marketing &Strategy

Key success factors for a start-up

November 13th, 2010 // 8:09 pm @ Taki Tsaklanos

I came across this extremely interesting presentation of Alexander Osterwalder. The summary of his story is to be found on this one slide:

startup success

This is the full version of the presentation. Great stuff!

Category : Best practices &Blog &Insights &Strategy

How a programme manager needs to organize things

July 31st, 2010 // 6:00 pm @ Taki Tsaklanos

I have been working the past 2 years as a programme manager on a large account. So my view on things in this article comes from a function in a servicing company in the world of digital. Quite convinced the below principles apply to all area’s, though in a supplier/client setting.

How does a programme manager need to organize people, roles and responsibilities (on a high level) in order to achieve success? I am convinced the key is to start thinking outside-in! Let me explain.

A programme manager is actually the bridge between the business (in this case the client) and the production teams (in this case a digital services company). He needs to understand both worlds and must be able to combine them. Understanding both worlds is key, but combining them is a key success factor in my opinion.

I have combined those two worlds by using the principle of mirroring. It’s a way of organizing the service you deliver in order to match (“mirror”) as much as possible the needs of the business. Of course, such a thinking always start from the business point of view, i.e. the client. Remember, outside-in is the way to go.

You could look at it as a matrix organization. It’s about combining the skills and talents you have in the servicing company (which are logically structured in the way it fits best the company’s strategy) with the necessary knowledge area’s for the business (client’s needs).

I would summarize it as “a matrix organization based on the principle of mirroring”.  Now that one sentence may sound complex, but if you think about it, it’s logic and even rather simple. Of course, implementing it in a right way and making it work in an efficient way, is a key challenge (but that’s not the topic of this article, I only look at the matter on a higher level).

The outside-in thinking I have been talking about, is of course the opposite of inside-out. I have seen organizations in the past where the inside-out principle was governing. It results in serious barriers in achieving client’s goals. I am convinced inside-out thinking can only work in one situation: that’s where the company or the team don’t have (or don’t want to have) a strategic competitive advantage. In those cases, yes, you could apply the inside-out thinking. In my opinion though, it’s the only one …

Category : Blog &Insights &Program management &Soft skills &Strategy

Digital entrepreneurs need to share vision

July 31st, 2010 // 5:59 pm @ Taki Tsaklanos

When working in a start-up in the digital area, I saw in the past that there is one critical success factor: it’s vision. If you want to succeed with a startup, you better make sure you have people with which you share the same vision on the matter specifically that you want to offer. Moreover, on a higher digital strategy level, you better share the same vision. Why is that? It’s because the direction of your small company or startup project will change when growing, and you almost for sure will touch new area’s.

So who is sharing the same vision as I do (just have a look on my site here and you know how I think)? Let me know via Twitter, Linkedin, …

Category : Blog &Digital &Insights &Soft skills &Strategy

Social key in digital strategy of Starbucks

July 29th, 2010 // 1:07 pm @ Taki Tsaklanos

Starbucks appears to be the most engaged brand in the digital area. Very strong social presence, with more than 10 million facebook and most tweeted brand name.

Let’s have a look at the digital marketing director’s presentation and make some notes / conclusions out of it.

Category : Best practices &Blog &Digital &Online marketing &Strategy

Doritos chooses winner of King of Ads contest

July 28th, 2010 // 11:57 pm @ Taki Tsaklanos

The online contest King of Ads, organized by Doritos UK, has come to an end. Check out the winner on Doritos’ microsite.

While I absolutely like the creative and social aspect of this competition, I am still wondering how the competition relates to Doritos’ marketing objectives. The competition will attract mainly creative people (who can make / participate / edit an ad). Nevertheless, I was really surprised when I saw the results of the competition: on the Youtube channel you see 2.000 submissions, resulting in some 425.000 video views. So on average there were some 210 video views per submission.

Not sure about my conclusions, but I think the number of submissions is quite high with the social (viral) effect is weak. On a “higher” marketing level, I don’t think Dorito reached the target audience they needed (wanted) to reach, but I can’t say for sure as I never saw the creative brief ;-)

Category : Best practices &Blog &Online marketing &Strategy