Elan Languages VS. Google Translator

As we all know Google has everything. From its searcher, where you can find all you could imagine, to an operating system of the last smartphones. They also have videos where people spend their time losing the notion of time, and Gmail, the e-mail operated by Google. Furthermore, we can not forget its translator, the site for translating texts into more than 80 different languages. However, almost all of its users, have been victims of its wrong translations.

For this reason “Elan Languages”, a less known company, wanted to challenge Google. The challenge, called “taste the translation” consisted in a Japanese recipe translated into English by Google translator and its own platform. Elan dared to give the recipes to a chef in order to get them cooked by him and the results were really different. Not only was the translation used for cooking but also Elan recruited people to taste it.

Elan’s video showed how people reacted with the different plates. Google’s recipe was not good enough due to the confusing translation. It was seen in the banqueter’s faces when eating the meal. However, Elan’s translation was totally different and people really enjoyed the dish. In this way, Elan has demonstrated, that even when you are a small company trying to spot your own gap in the sector, if your quality is ahead of the competition, you will be able to succeed and become a well-known company.  

Nowadays, many enterprises decide to use the social media to make the most of their marketing campaigns so customers can access easily from anywhere and also, have a participative opinion. It is as well, a good way to achieve a viral publicity through social networks such as Facebook or Youtube, so people share it on their profiles.

As a consequence, customer’s loyalty is easier to maintain. Moreover, Elan Languages improve its brand perception in the client’s mind.

 Finally, we think that, eventually, Elan Languages would be able to steal  Google Translator’s users. 

By: Paula Jiménez de Andrare, Mónica Robledo and Lorena Sanz

Sources:http://www.adweek.com/news/advertising-branding/translation-sites-clever-recipe-taste-test-shows-how-wrong-google-translate-can-be-168170

http://l.facebook.com/l.php?u=http%3A%2F%2Flacriaturacreativa.com%2F2015%2F10%2Funa-marca-saca-los-colores-a-google-translate-con-este-experimento-culinario%2F&h=iAQEuOHR3&s=1

Do you think about your privacy before you “log in”?

When you log in to your Facebook account, the first thing that meets you are adds, pages Facebook suggest you to visit and your best friends status updates at the top of your timeline where you easily can see it. Have you ever thought about how Facebook knows what kind of shoes you like, or who is your best friend?

19-year old Mark Zuckerberg launched Facebook, one of the biggest social media platforms and social communities of all time on February 4, 2004. Today, six years later, 400 million people visit the site every month (1).

Picture 1

Now we can`t even imagine how life was before Facebook. We post pictures, albums: one album for each year, one for family pictures and one for last vacation. We use it to plan events: birthdays, meetings, concerts and parties. We use it to chat with friends and family, personal conversation, share things that we only share with the persons we trust the most. Nevertheless, who own the rights to these pictures that we post? Where goes all the pictures and our private conversations? Where is all the personal information about the users saved? Who owns this information, and whom do they share it with?

If you take a quick look at Facebooks page for Statement of Rights and Responsibilities you meet this “You give us permission to use your name, profile picture, content, and information in connection with commercial, sponsored, or related content (such as a brand you like) served or enhanced by us. This means, for example, that you permit a business or other entity to pay us to display your name and/or profile picture with your content or information, without any compensation to you” (2). Are you surprised? You shouldn`t be, since these are terms of policy that you have confirmed reading, and you can find them easily with a click on google. However, maybe you just don`t care?

We continued our little Facebook tour in to their “Data Policy” site. There you can find information such as; what kinds of information they collect, how they use it and how they share it. There you can read that they collect information of things you do and information you provide, your networks and connections and information about payments to mention some of it. Further, you can read that they share this information with Apps, websites and third-party integrations, sharing within Facebook companies and use the information for such as Advertising, Measurement and Analytics Services (Non- Personality Identifiable Information Only). Even though they emphasizes that they won`t share your personal information, they still collect it, saves it and owns it (3).

Picture 2

So, what happens if someone hack in to Facebook? Are your personal information safe? A trend lately according to the Norwegian newspaper “Today’s Business life” is that people easily hack in to people’s accounts, to collect personal information. Then they use the personal information to steal your identity and your money. They hack you easily by posting funny films or articles, and make you click in to their site. The site looks like Facebook, but it is fake, and by clicking in to it, you give them access to your passwords and log in information. Now the hackers have access to your whole Facebook account: your personal information such as address, phone number, payment information, pictures and your personal messages (4). Do you still don`t care about your safety using social media?

Another story, the most of you have heard of, is the hacking of the dating site: “The Ashley Madison”. The Ashley Madison arranged affairs between married individuals and they offered their users safety and secrecy, but what happened? The site was hacked, and the hackers have posted personal information like e-mail addresses and account details from 32 million of the site’s members (5).

Last week Snapchat announced that they now will start to save all the pictures you send, and that they now own your photos, even after they disappear (6). Will this change your use of snapchat? Do you now realise that Snapchat can sell your pictures in public, without even ask you?

We hope this blog gave you all a little wakeup call when it comes to privacy. The moment you log in, you don`t own your personal information anymore. The question is, will you change your internet habits now that you are aware of it?

By Camilla Soennichsen and Benedicte Hurlen

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(1)   http://www.businessinsider.com/how-facebook-was-founded-2010-3?IR=T

           (2)   https://www.facebook.com/legal/terms/update

           (3)   https://www.facebook.com/about/privacy/  

(          (4)   http://www.dn.no/privat/2015/11/07/0918/Hacking/s-enkelt-hackes-facebookbrukeren-din

(5)   http://fortune.com/2015/08/26/ashley-madison-hack/

(6)   http://www.smh.com.au/digital-life/smartphone-apps/snapchat-now-owns-your-photos-even-after-they-disappear-20151101-gkobrl.html

(7)   Picture1:http://www.google.fr/imgres?imgurl=http%3A%2F%2Fwww.journaldugeek.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2015%2F10%2Ffacebook-profil-video.jpg&imgrefurl=http%3A%2F%2Fwww.journaldugeek.com%2F2015%2F10%2F01%2Ffacebook-video-profil%2F&h=724&w=1200&tbnid=wInyAwSIPtwJ3M%3A&docid=mzf031My3uTjPM&ei=YqxAVrq3MYHteoytsMgB&tbm=isch&iact=rc&uact=3&dur=560&page=4&start=36&ndsp=12&ved=0CKcBEK0DMCZqFQoTCLrwmrPFg8kCFYG2HgodjBYMGQ

(8) Picture 2: http://www.google.fr/imgres?imgurl=http%3A%2F%2Fimage2.ajcontent.com%2FArchive%2FASE%2FProductArchive%2F80061%2F80061_1_0.jpg&imgrefurl=http%3A%2F%2Fwww.ajprodukter.no%2Fgarderobeskap-innredning%2Ftilbehor%2Fhasp-for-hengelas%2F458706-1571960.wf&h=768&w=768&tbnid=fUGa5E2psh4ZEM%3A&docid=tk0vE5IYtwO9RM&ei=mb9JVpKjHoGQaZjEvuAE&tbm=isch&iact=rc&uact=3&dur=302&page=4&start=48&ndsp=18&ved=0CLkBEK0DMDFqFQoTCNLTz_7slMkCFQFIGgodGKIPTA

Programmatic Ad buying - The Next Big Thing!

Programmatic or automated ad buying typically refers to the use of software/machines to buy digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It is growing not only because it makes ad transactions more efficient but because if the right data is applied, it can make them more effective.

How it works?

Source: http://www.businessinsider.com/mobile-real-time-bidding-ad-ecosystem-2013-5?IR=T

Basically multiple firms engage in real-time bidding for display ad space on a webpage. The information about the availability of ad-space on a webpage is passed onto an ad-exchange. An ad exchange is a platform that auctions off the available ad space to the highest bidder. The highest bidder gets to have his page displayed when the page loads.

A Supply-Side Platform (SSP) is a software system that allows web publishers to sell and manage ad inventory in an automated manner. SSPs connect with multiple ad networks and DSPs at once providing access to a large number of potential ad buyers.

Advertisers typically use demand-side platforms (DSPs), a fully automated software, to select which ad space to purchase. This eliminates to an extent the need for sales personnel and time spent negotiating, insertion orders etc. making the process highly efficient.

A video explaining the process

It is all about Data!

Data regarding which geographies to target, time of day, audience segments etc; is all fed into the DSPs so that ads are extremely effective in targeting.

Everyone is jumping on the bandwagon!

Recently, Dannon entered into a one year contract with video vendor TubeMogul to focus on ad targeting while also automating a portion of its buying. One of the first outputs of the deal was a campaign for Activia, a line of yogurt that helps with digestion, that was rolled out to a very narrow segment of people based on their age and gender.

Sources

• http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312
• https://hbr.org/2015/06/is-programmatic-advertising-the-future-of-marketing
• http://adage.com/article/print-edition/10-things-programmatic-buying/298811/
• http://www.adweek.com/news/technology/why-dannon-betting-big-programmatic-video-167802
• http://www.adweek.com/news/technology/small-or-large-brands-are-betting-big-programmatic-ads-holiday-season-167751

Article by:

Ankita Verma

Shikhar Nigam

What if Twitter allows more than 140 characters tweets ?

Credit: Andrew Harrer/Bloomberg

In 2017, there will be more companies or advertisers on Instagram than on Twitter. Twitter has some difficulties to keep growing. The social network is facing a situation where it is hard to exceed 300 million users. Jack Dorsey, recently called again to be the CEO of the company, has to find some solutions in order to become more competitive. Twitter has recently come up with change : group discussion, more than 140 characters for personalmessages, and now twitter could change the game by allowing people or companies to write beyond 140 tweets.

Twitter Beyond 140: What It Could Mean for Brands

#1 Doing advertising on twitter would be different and marketers won’t be locked anymore and able to think a new way to use Twitter. Even the media will be able to post directly an article on the platform and not only a link. This could by a key because, compared to Facebook, Twitter could lose a certain part of their users or marketers who can’t express all they want in only 140 characters.

#2 Twitter is really important for brands also for customer relationship. Indeed, Clients use Twitter to get to the companies, so they would directly answer the problem and fix it. Having a good community manager and a good relationship with customers on Twitter can be really good for a company. And if they can write more than 140 characters, that would mean brands will maybe use more and more the platform and see in Twitter the best way to get to their audience.

A change as getting ride of the 140 characters’ rule could be a huge benefit for Tweeter as it will change the way it is used and also create a new infatuation for the platform.

Twitter Headquarter in San Francisco. ROBERT GALBRAITH / REUTERS

#3 On another side, Twitter differentiates itself by the 140 characters format, and it has built its reputation on this. If Twitter changes its tweet model, it changes much more than words but also the essence of the company. Indeed, what is interesting with this way of writing is the spontaneity of the users to pass on information, and the principle of reciprocity is very strong, that makes the community such dense. For Twitter purists, abandoning the limited number of characters means become a normal social network like its biggest competitor Facebook.

All in all, it will change the identity of the company and won’t be different from other social media, but it is maybe a way among others to increase its growth. 

@David Delpoio

@Gaetean Lusven