Tag Archives: digital

Snickers enlists Vloggers, Dove’s ad and Twitter’s design idea


This week in Digital Bytes:  Snickers launches a ‘You’re Not You When You’re Hungry’ campaign featuring YouTube Vloggers, Unilever’s brand Dove presents its new body image campaign, and Twitter launches a design competition called #PoweredByTweets.

Snickers uses YouTube vloggers for digital campaign

Source from Flickr
Source from Flickr

Mars Chocolate has unveiled a global digital campaign ‘You’re Not You When You’re Hungry’ for its Snickers brand led by vloggers whose instructional videos descend into farce. (click to tweet)

The brand has released a series of online films in the style of “how to” videos. While they begin in the normal way, the demonstrations descend into chaos because the vloggers are hungry.

The ‘How-to’ and ‘DIY’ vloggers appear to be performing slightly poorer than usual before the end frame subtly unveils the content is a Snickers prank.

Dan Burdett, Snickers Global Brand Director, said: “We are excited to be extending the reach of our phenomenally popular Snickers brand online tapping into the global popularity of ‘how to’ videos.

“The ‘off their game’ vloggers are an innovative digital twist on our hugely successful ‘You’re Not You When You’re Hungry’ TV ads. Between them the international vloggers in this campaign have over 7.5m subscribers, giving the brand campaign huge global reach.

Dove launches a new body image campaign ‘Choose Beautiful’

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Source from Flickr

Unilever brand Dove has launched the latest global ad push in its series of positive body image initiatives as it ramps up efforts to promote itself as a campaigner for ‘real’ beauty. (click to tweet)

The ‘Choose Beautiful’ campaign, which follows the Real Beauty Sketches, Patches and Legacy ads, aims to make women reconsider the way they feel about themselves.

A short film shot in London, Delhi, San Francisco, Shanghai and São Paolo shows women as they make the choice to walk through one door entitled ‘Average’ or another entitled ‘Beautiful’.

“While we were filming, it was so clear that the women who chose to feel beautiful shined with a positive, empowered outlook,” said Paul Dektor, Film Director of Dove Choose Beautiful.  “We all have the personal and powerful ability to rise above others’ points of view, social media, and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”

“Dove Choose Beautiful urges women to embrace this personal choice,” said Jennifer Bremner, Director of Marketing for Dove, in a statement. “Because when we do, it unlocks happiness and confidence that impacts women’s self-esteem.

Twitter launches #PoweredByTweets design competition

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Source from Flickr

Twitter has launched an open to all design competition (click to tweet) seeking ideas to solve problems using Twitter or to harness the micro blogging service to create something beautiful.

#PoweredbyTweets: The Challenge is inspired by the ingenuity of tweeters in the past who have harnessed the live and public nature of the platform to make real-world objects move, illuminate or fly.

Running for two months, the competition will be judged by a panel of industry leaders representing the arts, technology and media with representations of the winning designs set to be built by Pixie Labs for display during the London Design Festival this September. The winner will also be afforded access to Twitter’s ad inventory to promote their vision on the platform.

Twitter gave some examples of PoweredByTweets case studies. For example, CuteCircuit designed the world’s first haute couture Tweet dress which was worn by Nicole Scherzinger. She showed off her futuristic and digital side by wearing the first Twitter dress for the launch of EE, the new 4G mobile network in November 2012.

 

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McVitie’s baby alpaca ad and Hellman’s response to Facebook comment


This week in Digital Bytes: McVitie’s ‘Sweeet’ ad series for new biscuit brand DeliChoc features  a baby alpaca, Hellmann’s is launching a global  campaign in response to a Facebook comment, and Robinsons’ new ad focuses on health and a balanced diet.

New McVitie’s campaign featuring baby alpaca

Source from Flickr
Source from Flickr

United Biscuits launched McVitie’s ‘Sweeet’ ad series (click to tweet) for new biscuit brand DeliChoc featuring a baby alpaca.

It’s the latest execution in the overarching ‘Sweeet’ campaign. The spot is set in a library where students are engrossed in books. One cracks open a box of DeliChoc, a crunchy Belgian chocolate-topped biscuit, and a baby alpaca emerges.

The ad forms a key part of a campaign plan similar to the one McVitie’s employed last year which has seen a total investment of over £17m in a bid to modernise and drive fame for the brand. In 2014 the masterbrand campaign boosted sales by three per cent and accounted for a 26 per cent rise in the McVitie’s value share of the total biscuit market.

United Biscuits Sweet Biscuits Marketing Director, Sarah Heynen said: “We’ve decided to introduce the alpaca in to the fold, as the star of the new McVitie’s DeliChoc advert, to represent the overwhelming delight consumers feel when they bite in to this intensely crunchy, chocolatey biscuit. The launch of new McVitie’s DeliChoc in to the UK will provide a great alternative sweet treat to many traditional products available. We hope that the launch of DeliChoc marks the beginning of another fantastic year for McVitie’s.”

Hellmann’s responds to Facebook post with a global campaign

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Source from Flickr

Hellmann’s is launching a campaign in response to a Facebook comment (click to Tweet) from a fan who described the mayonnaise as “one of the greatest things ever created”.

With a global media spend of £15m, the campaign is Hellmann’s biggest investment in over a decade and marks the start of an ongoing strategy to create a unified global voice for the brand.

The TV ad shows the Facebook post which sparked the activity before asking if it is really better than the lightbulb, rollercoaster, or the internet.

It ends on the tagline: “The greatest thing ever created. Apparently”

Responses to social media comments on the brand are set to appear in multiple media across multiple markets, including cinema and online, throughout this year. Julian Nichols, Senior Global Brand Director for the Unilever-owned brand, said: “It’s humbling to see the many amazing things that people all over the world say about Hellmann’s. Sharing the love people express in a humble and playful way is at the heart of our new global campaign idea and we are excited to watch it develop”.

Robinsons focuses on health in the newest ad campaign

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Source from Flickr

Robinsons is launching a new campaign that aims to reflect the brand’s focus on health and a balanced diet. (click to tweet)

With its ‘Play Thirsty’ strapline, the campaign is underpinned by a 60 second TV ad, which promotes new flavours to the Robinson’s squash range.

Robinsons hopes the new campaign will deliver more shoppers to the category by creating new consumption behaviours. Last year, the total squash and cordial category fell by 3.8 per cent year-on-year in 2014 to £514.2m. 

Helen Gorman, Kids and Family Brand Director at Britvic Soft Drinks said:  “Our investment in media and innovation ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences. We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste.”

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Instagram ads, Unilever’s iBeacons, and Virgin Atlantic’s Wearables


This week in Digital Bytes:  Instagram introduces new option for multi-page ad campaigns; Unilever embraces iBeacon trials extension across its brand portfolio, and Virgin Atlantic takes Sony SmartWear to the skies in pilot partnership.

Instagram boosts ad storytelling with clickable ‘Carousel’ links

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Source from Flickr

Instagram has changed how ads are presented on the platform, now making the links clickable (click to tweet)

The firm has introduced ‘Carousel’ ads which enables brands to generate additional information with a left swipe, increasing the interactive nature of their posts.

An Instagram statement said: “We’ve received feedback from the Instagram community that they are interested in learning more about a brand or product after they have been inspired by a sponsored photo or video.

The social network said the new ad format gives brands the chance to bring multi-page print campaigns to mobile phones with the additional benefit of a clickable website link.

At the same time, the question remains whether this product could make it more difficult for brands that use Instagram but don’t buy ads on it, to get noticed. A similar tension arose when Facebook, Instagram’s parent company, began tweaking its News Feed algorithms in a way that seemed to prioritise advertisements over regular posts from brands and businesses.

Unilever extends iBeacon trials across its brand portfolio

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After successful Knorr brand campaign in Sweden, Unilever takes a step further and extents it’s use of iBeacons  beyond the campaign. (click to tweet)

Unilever’s VP of Global Media for Europe and Americas, Sarah Mansfield said iBeacons have become an interesting part of its marketing mix given their ability to tie together offline and online customer journeys.

“Giving intuitive customer journeys is what consumers want from brands. They want brands that understand them and know them as individuals. iBeacons allow you to target consumers around time and place, which are key lenses that allow you to deliver relevant content to users,” she said.
The FMCG giant has run a beta test in Sweden for its Knorrr soup brand, which saw it deploy branded food vans from which people could sample the soups. When people were within ten metres of the vans their phone IDs were collected and the following day they were sent a tailored message about their sample test with a discount voucher for them to redeem in-store.

Virgin Atlantic to take Sony SmartWear to the skies in pilot partnership

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Source from Flickr

Virgin Atlantic engineers are set to trial Sony SmartWear to see if the tech will help boost the communication capabilities of workers. (click to tweet)

Staff at Heathrow Airport will use Sony’s SmartWear in conjunction with a smartphone or tablet to provide real time communication and support in a bid to cut down on maintenance times by ensuring engineers can remain on the aircraft during turnarounds.

Phil Maher, Director of Operations at Virgin Atlantic, said: “We’re delighted to be partnering with Sony to trial wearable technology within our engineering team.

“We are proud of our recent innovation work to provide the best possible experience for our customer facing roles and we’re pleased to now be exploring how new technology can contribute towards our essential operations procedures.

“It’s a great way to empower our people by providing instant access to the information they need to be more effective in their roles.”

 

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Doctor Who Game and Gmail Payment


This week in Digital Bytes:  The BBC has launched a Doctor Who coding game for children, Nescafé teams with ITV for reactive #bigstart breakfast campaign, and Google introduces Gmail payment services.

BBC launches Doctor Who coding challenge on tablets for kids

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Source from Flickr

The BBC has launched a Doctor Who coding game for children called ‘the Doctor and the Dalek’ on the iOS and Amazon digital stores.

The free app features Peter Capaldi’s Doctor Who as he battles his oldest enemy, the Daleks. Kids will be tasked with fundamental coding assignments to help the Doctor progress to his goal.

The game comes as part of the BBC’s ‘Make it Digital’ initiative, which aims to inspire a new generation to get creative with coding, digital technology and programming.

Jo Pearce, Executive Producer of BBC Doctor Who Interactive, said: “The Doctor and the Dalek has had a great response from children, parents and teachers. The one overriding request was for a tablet version. The new levels, with our updated resources from BBC Learning, allow children to take their skills a little further… and help the Doctor save the universe.”

Nescafé teams with ITV for reactive #bigstart breakfast campaign

nescafe bigstart campaign
Source from Flickr

Nescafé has teamed up with ITV to launch a series of reactive and live ads  for its Original range as part of the brand’s Big Start campaign.

Viewers will be encouraged to wish friends and family a #BigStart on Twitter via the ads, produced by ITN Productions, when they air during ITV’s Good Morning Britain for the whole of February.

Nescafé will use social software platform Spredfast to aggregate the on-air tweets and one tweet will be chosen for each of the three daily slots during the programme on Mondays, Wednesdays and Fridays. The campaign marks the first time the technology has been used during ITV Breakfast airtime.

Olivia Lumley, Nescafé Original Marketing Manager, commented: “Big Start is an exciting new campaign for Nescafé Original and a great way to start the year. The nation’s favourite coffee brand is helping consumers to have a great start to their day, by delivering many big messages of encouragement in the morning throughout Britain.”

Google introduces Gmail payment service

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Source from Flickr

Gmail users aged 18 and over in the UK can now conduct small transactions with friends and family via email after Google incorporated functionality to attach money to emails for its latest innovation.

Launched in the US back in 2013, the service is a spin-off of Google Wallet, the mobile payments system that allows people to pay for goods and services via stored card details. The system enables users to transfer cash from their Wallet to that of a contact.

This functions even for non-Google email accounts, although recipients will need to open a Google Wallet account if they wish to access their money.

Travis Green, Product Manager for Google Wallet, said: “Paying back your friends has never been so simple, whether you’re chipping in for lunch or reimbursing your housemate for your share of the rent.”

Apple is preparing to launch its payments service, Apple Pay, in the UK, after a successful US launch last year, and Facebook has also indicated a desire to offer money transfer services in Europe, applying for regulatory approval from Ireland’s Central Bank  last year. Meanwhile, SnapChat has unveiled its SnapCash system.

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3D printing and Book sales via Twitter


This week in Digital Bytes: Royal Mail embraces the future of product delivery with iMakr 3D printing trial, Hachette pens a Twitter book sale trial to bypass feuding Amazon, and Expedia encourages fans to share their special festive experiences on social media.

Royal Mail embraces future of product delivery with iMakr 3D printing trial

royal mailRoyal Mail has embraced 3D printing, offering consumers the chance to customise and print a series of goods at its central London delivery office (click to Tweet).

As a result of the delivery firm’s partnership with 3D printing group iMakr, print enthusiasts can choose from a range of products or submit their own designs to be manufactured at the Royal Mail’s New Cavendish Street delivery office in London.

Available items include a ‘Machin Stamp Magnet’, a ‘Royal Mail Gold Postbox Container’ and customisable name plates and keyrings.

Mike Newnham, Chief Customer Officer of Royal Mail, said: “3D printing is an emerging technology that has many applications and offers an innovative way to create unique or personalised objects.

“It can be prohibitively expensive for consumers or small businesses to invest in a 3D printer, so we are launching a pilot to gauge interest in 3D printing to sit alongside Royal Mail’s e-commerce and delivery capability.”

Hachette enables purchases of book via Twitter

buy books via twitterHachette Book Group has partnered with Gumroad, a social media sales platform, to enable purchases of books through Twitter. (click to Tweet)

Initially, books from Amanda Palmer, Chris Hadfield, and the Onion will be promoted and sold through the social network with consumers able to make purchases directly. Those who buy the ebooks will also be gifted exclusive bonus items as further incentive.

Authors will post promotions of their books on Twitter with the tweets containing an all-new ‘Buy’ option from 11 December.

Michael Pietsch, Chief Executive of Hachette Book Group, said, “With so much of our book marketing done socially now, in-stream Twitter purchasing is a natural next step. Gumroad’s success working with music labels and artists to enable sales to fans, and their partnership with Twitter, put them at the forefront of social media commerce.

Expedia’s campaign to promote winter travel

expedia-winter-travelExpedia has encouraged fans to share their special festive experiences on social media, posting images on Twitter and Instagram of their #WinterAtHome or #WinterAway. (click to Tweet)

The campaign looks to raise awareness of the variety of winter travel destinations available in Europe, as well as reinforcing the ‘Travel Yourself Interesting’ proposition which was extended in July this year.

Sophie Crossley, Senior Account Director at We Are Social, who created the campaign, explained: “At Christmas social media is full of travel plans and photos documenting festive moments. By asking people to share images both from their home country as well as their travels, we’re showcasing even more great destinations; one person’s home is another’s holiday. We’re hoping to ignite a travel bug amongst the social media community as they see all the different destinations out there, and reinforce Expedia’s ethos of Travel Yourself Interesting.”

James Davies, Senior Manager Social Media at Expedia said: “Europe is a colourful continent in the winter, with each country celebrating Christmas in their own different, traditional way. The campaign reflects the festive buzz in Europe while showcasing all the fantastic destinations people can visit, so there’s food for thought on where future excursions could take you.”

The most original entries will be collated into a photo album by Expedia, with each photographer credited, and shared across the travel brand’s social channels.

 

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Kestrel Launch First TV Ads for 30 Years


The brand, famous in the 1980′s for it’s comedic adverts starring Russ Abbot and Hugh Laurie, has taken a new tact with its latest adverts and added a modern twist dropping the comedy element from its branding. The adverts will now focus on the brand’s heritage and the techniques used during the brewing process.

Kestrel wants to aim at a younger market roughly between the 18-30 age category. To do this they have advertising slots booked on networks including MTV and Comedy Central.

Speaking about the new Kestrel lager advert, Nigel McNally, MD of Brookfield Drinks commented: “Brookfield Drinks is committed to developing brands that demonstrate heritage and true provenance and putting Kestrel back on TV is an expression of that. We opted to create an animated video which we feel brings to life Kestrel’s provenance story, using locally sourced Scottish ingredients to create a truly British craft lager with the great taste that our drinkers love.”

The adverts, created by BAFTA-nominated director, Tim Harper have cost a reported £1 Million to make.



Newcastle presents “Follow The Money”


It pays to follow Newcastle Brown Ale on Twitter. Not much, but it pays.

Newcastle Brown Ale have decided to pay the next 50,000 people who follow them on twitter (@Newcastle) the sum of $1 each. “Why should people endure the unsolicited marketing of other beer brands for free when they can endure Newcastle’s unsolicited marketing and get paid?”

The brand is actually going to mail 50,000 checks for $1 each. (“Newcastle-branded checks, of course.”) The company currently has just under 28 thousand followers and wants to hit its target of 50k plus with the new idea.



United Colours of Benetton plan to develop social platform


the drum ucbUnited Colours of Benetton plans to develop its own social platform, following the opening of their new concept store in the heart of Milan.

The ‘One Canvas’ concept store has been created as part of its plans to drive a new brand strategy that will evoke its ‘Italian essence’ with ‘comfortable, functional and dynamic,’ clothing.

 Within the store, digital LCD screens have been installed throughout the store, featuring full motion adverts of models promoting some items of clothing.

Through the online platform, consumers can use tablets or smartphones to highlight clothing that is out of stock through full-size images appearing on-screen. Customers can then order those items to be delivered free of charge to their homes or collected in store.

This is the first step from Benetton in order to promote itself as the leading Italian fashion retail brand, and to capitalise on the esteem that such a heritage has within the fashion sector.

See more at The Drum

 



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TFM&A 2014: The Highlights

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Every year the Technology for Marketing & Advertising (TFM&A) trade show brings marketing and advertising experts together and this year the amount of technologies that were developed by marketers seemed to be endless. Last year we presented weatherFIT, an innovative PPC tool developed by our team that lets users determine which PPC adverts to show, based on current or forecast weather conditions. This year we enjoyed everything from dynamic marketing to personalised e-commerce solutions as the expo grounds were packed with companies excited to present their latest tools.

Fuelling digital marketing success was the theme for the event, and the sessions’ content supported that very idea. No matter if your company had a clear digital marketing strategy or not, there was a great selection of keynotes and seminars for everyone. However, the 3 main themes that seemed to emerge from the show were around mobile, data, and content marketing. Here are some tips I took from the conference content:

1. Generating great content

It seems that everyone is using content marketing channels and you should too. However the big question is how to hit that sweet spot and successfully stand out from your competitors. The key is to impress your customers by recognising their needs before they’ve even thought of them themselves. Remember to always produce content that helps people do their jobs, entertains, informs and then sells.

Dr. Dave Chaffey from Smart Insights suggests avoiding the ‘me-to’ mentality, stay away from long 36-page e-books and be relevant. Create your epic, nuclear content to create a more engaging brand that drives leads and sales. The problem with content marketing platforms like blogs is that the content has a relatively short life period. To maximize your writing efforts use a combination of paid and natural site links to explain and persuade readers. Here is your chance to rise to the top with your content. Even better, use Chris Pitt’s from Vertical Leap technique called ‘Fix, Fill and Boost’. If your content strategy doesn’t bring you success, fix what is technically incorrect like your keywords and SEO. Then analyse the empty spaces and fill in the gaps. Then optimise with new content and boost what you have. Focus on small increases that will grow to something bigger in the future.

2. Manage the customer journey through data

During the past few years there has been a lot of talk about how important data is for businesses. However, it seems that companies are still having issues with it. Rob Salmon from Teradata presented the key struggles that businesses face:

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  1. There is no unified view of online and offline customer data for real-time conversations
  2. Companies are unable to leverage customer data to power real time offers
  3. Inability to engage with customers.

The possible solution is similar to the content marketing strategy improvements mentioned above. Focus on HOW you can attract the customer through data that you have access to. The key is to send your message at the right time. A simple example that Rob gave was related to food. When a consumer orders a burger, you should be ready to upsell your service by offering fries with the meal. This way, you are maximizing your customer insights, engaging at the right time and using the right technologies to achieve that. Encourage customers to consider the option, analyse how it affects your business in the long run and track your customers’ behaviour.

3. Mobile persuasion

There is no denial that mobile is a step forward in business. If your business is not mobile optimised, you are losing potential clients. Nearly half of all emails today are being opened on a mobile device, if it’s not optimised for mobile viewing, 63% of people will immediately delete the email, according to a study conducted by eDialog. People are starting to make purchases straight from their mobile devices. Also, when you are optimising for mobile don’t forget that timing and multi-channel strategy and multiple needs are the key when it comes to finalising the sale.

We enjoyed our time and TFM&A as there were plenty of innovative ideas and useful information and we can’t wait for next year. What are your thoughts and insights from this expo? Let us know in the comments below.

Diana’s Digital Project Management Conference Recap


DPM: UK, a one-day conference was held in Manchester on 29th January. It was packed with experts and everyone who’s involved with digital project management. The presentations were a real treat packed with useful information and techniques that help us become better project managers. Whether you’re working as a project manager or not, the highlights from this conference could be extremely useful for anyone working in the industry:

The day started with a presentation from Brett Harned, Vice President of Project Management at Happy Cog in Philadelphia. His talk displayed some amazing tips and tricks on how to be a better project manager:

1.Ask questions

As a project manager it is important to know all aspects of the task. Take notes along the way to ensure that both parties of the project (you and the client) are on the same page and create a catalogue of information. Most importantly, don’t be the gatekeeper but facilitate the communication.

2.Learn from your mistakes

After the project is done conduct a post-mortem meeting. Analyse what has worked and what didn’t. It’s not the time to look for whose fault is it but instead focus on action items and discuss all possible options for the future.

3.Set expectations

One of the key points that Brett focused on is the importance of learning to communicate with your client and your team. In order to do that it’s significant to discuss and understand the scope of the project. That includes locking down the timetable and establishing roles. A good practise might be to create a spreadsheet with tasks and milestones and write down who is responsible, accountable, consulted and informed in your team.

4.Know your craft

As a project manager you have to know what you are doing. Challenging projects will come one after the other and there is not a lot of time to adapt. So study your methodology, observe your company’s procedures and practice using the right tools. Have you been using Basecamp or RecourseGuru for your projects?

5.Don’t ignore difficult questions

You need to access risk from the start and during the project. Put yourself into clients’ shoes and think about what concerns might come up. Then create a list of statements, possible problems and outcomes, and prepare the solutions in advance.

6.Own your calendar

Through the process you will learn that tasks and responsibilities are never ending. So block your calendar to get the work done and have an agenda for all your meetings. Set your priorities straight from the start in order to keep track of the project.

7.Bring snacks

Who doesn’t love pizza?

8.Vent to the right people

It is important to be the leader of your team to succeed. However, learn to ask for help as well. Communicate issues with others who are experts and with those who do not have a clue what you’re working on. It might sound strange, but sometimes the most rational advice comes from people outside of your industry. However, don’t forget about your team as well. Focus not only on managing the team, but also educating and training them. You need to invest in your staff and give them time to learn and explore. This way you will build an actively engaging community around you.

9.Facilitate useful feedback

Always ask for feedback from your client. Most importantly, learn to ask the right questions to get one united point of view with informative and rational points.

10.Conduct status

Get insights from your team and the client. Organise video conferences and moderate meetings from different team members to see the progress and familiarise yourself with the situations everyone is in. Educate your client as well. Cover things like what has been done this week, what will be done next week, action items, refresh your timetable, update your budget, and discuss any issues and risks.

What are your thoughts about these points? Will you apply them to your work environment? Tweet us @FastWebMedia or comment below with your thoughts!