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online where they are talking. The trick is to communicate in the same way, and speak the same language, as your customers.A business that embraces social media, uses e-marketing, writes blogs to personalise the company and share its knowledge of the particular product and industry, and has a captivating website, will be ahead of the competition. That is the power of digital technology; SMEs that invest in this space can punch above their weight and compete with bigger and more established companies, who let digital strategy slip down the agenda and present a poor online 'shop window' to the consumer.Bannatyne Digital helps SMEs communicate with their customers digitally by providing a cost effective and scalable solution, tailored to driving sales and building lasting relationships. The idea behind the company is to help small businesses and entrepreneurs connect with their customers more effectively by making the massive potential of the digital world more accessible.SMEs that embrace the digital technology of today, and use the web to its full potential, will become the success stories of tomorrow that this country needs to support its economy. www.bannatynedigital.co.ukBusinesses that don't evolve, perish. To survive and thrive in a highly dynamic and competitive environment, brands tend to adapt by adopting new technologies. Right now the focus is on "social media" and "mobile". But the success of a strategy does not depend the technology, but on its implementation. Consequently, a handful of brands have stupendous success stories, whereas there are many more whose efforts don't yield results.Social Media and Mobile - What's Going Wrong?A lot of companies are now "on social media". Many more are aware of it. Yet, take a look at the recent report released by the Harvard Business Review Analytic Services:. Only 12% of all companies on social media feel they are 'effective' in their use of social media. Less than 1/4th of them use social media monitoring tools to measure the effectiveness of their social media efforts. A shocking 93% don't integrate social media with the rest of their marketing effortsClearly companies are still playing on the sidelines of social media, instead of wholeheartedly embracing it as a core marketing and customer interaction channel. Social media is often treated as a billboard or TV spot - a broadcast medium rather than an interactive one.Mobile is in a similar state. A study by the Association of National Advertisers and the Mobile Marketing Association in the US revealed:. 62% of brand marketers have used mobile marketing. Only a quarter rate their efforts on mobile to be very successfulBrand marketers listed several barriers to the adoption of mobile marketing: lack of metrics, inability to prove ROI and lack of understanding. Apps are created that provide little value to the customers. Unique features of mobile, like GPRS, QR codes and the mobile camera are rarely utilized to the fullest potential.The Need of the Hour - A Cohesive StrategyWith almost a billion accounts on Facebook, Twitter and LinkedIn, much of the world is already on social media. And they all have a voice. Social media is not a soapbox, but a listening platform. One way traffic of updates and limited user interaction do not help in the channelizing of the social web, as customers stay away. The social web's true power lies in making people feel like they have a voice, and companies need to give customers that voice by actively engaging them for feedback - even for complaints.Mobile apps on the same plane need to be integrated and address some major issues of the business in a head-on way. Lack consumer feedback? Launch an app just for that. Instead of building an app and then thinking about marketing strategy, plan an overall strategy first and then decide on the app. Social media allows a consumer to reach out to millions. Mobile allows him to broadcast his thoughts and opinions instantly. It's not possible for brand managers to muzzle public opinion and rein in negative feedback. Rather they need to go into social media and mobile with strong nerves and the ability to handle negative brand issues. The upside? At least you will have consumers giving you honest feedback and not have to spend mega bucks on consultants to give you the same responses.The Future is in the CloudEven as marketers and companies struggle with on "social media" and "mobile", technology is moving on. Cloud computing will soon envelope the business environment, much like mobile and social media already has, and companies need to prepare. According Renub Research, the worldwide cloud computing market is growing rapidly and is poised to exceed US$ 25 Billion by 2013. In addition to social and mobile, businesses now need to seriously gear up for the cloud, which includes your customers. Technology is now omnipresent and marketing can no longer be limited to television, print or radio.This is an editorial by Web Spiders (www.webspiders.com)- specialists in web-mobile-social. Meet us at Internet World (stand E7000) or contact us at 0845 123 2592 / products@webspiders.comNew Technology, Old Problems. Digital & Mobile Marketing reverse forest loss in the developing world, takinginto account indigenous peoples and localcommunities' rights. n The Cancun Adaptation Framework is to beimplemented nationally with international supportwhere necessary. It also foresees the creation ofan Adaptation Committee and a Programme forloss and damage derived from the adverse effectsof climate change. Research and development ofnew technologies is crucial in our fight againstclimate change. We will promote theestablishment of research centres on climatechange, and also strengthen internationalcooperation on capacity building. To ensure the implementation of these agreements we established the Green Climate Fund, which will act as an operating entity of the financial mechanismof the Convention. It will be governed by a Board andwill be supported by an independent secretariat. TheWorld Bank will act as an interim trustee of the Fund,subject to a review three years after the mechanismbecomes operational. The Agreements also acknowledge the financialcommitment made by developed countries ofproviding US$30 billion for 2010-2012, undertransparency standards, and of mobilising US$100billion per year by 2020. In the Kyoto Protocol track,we agreed to ensure that there should be no gapbetween the first and second commitment period ofthe Protocol. Discussions will continue on legaloptions, including the possibility of adopting a legallybinding outcome under the Bali Action Plan process. As you can appreciate, we have a solid basis that willbe implemented in the incoming months. By engagingall stakeholders, we will further our efforts. The roadahead is not easy and we still have challenges andpending issues before us. But I am convinced thatclimate change cannot be solved at once and needs tobe approached gradually. By implementing the Cancun Agreements we will begenerating trust, and trust will move us to increase ourambition in all areas. In the fight against climatechange no contribution is small and all efforts count.We must continue discussions on pending issues,make operational institutions and entities establishedin Cancun and make sure that the Durban ClimateConferences deliver further results. Only by focusingon facilitating action on the ground we will achieve ourgoals and increase our ambition. If we want to be successful, we should start byrecognising our political and economic constraints:fighting climate change poses a burden on allcountries, and no country would be willing to bear sucha burden alone. However, if all countries act together,if we all start sharing the burden, in accordance withour own capabilities and responsibilities, we will beable to design a long-term regime based in theFramework Convention. Furthermore, developedcountries are taking measures to do more and areproviding resources to support developing countries. Atthe same time, most developing countries have beenimplementing domestic actions without formalinternational recognition, and many others are willingto do so if they have access to means for action. We are certainly moving in the right direction anddeveloped countries must continue leading the fightagainst climate change. We, governments and society,are aware that the solution to climate change isstrongly linked to our development policies. If we wantto stop this phenomenon, we must modify ourproduction and consumption patterns. This representsmany challenges, but also new opportunities forsustainable development. This will require substantialchanges in our growth models. We must find solutionsthat recognise the political, economic and socialimplications of this phenomenon, as well asenvironmental. In other words, we need a newrevolution in our production models. Let us takeadvantage of this new strive for greener economies.New technologies will allow us to reach a sustainabledevelopment, which as a consequence would have adirect positive impact in our societies. The Cancun Agreements define the climate agenda forthe incoming years. Knowing that there is no singlesolution to the climate change challenge, theimplementation of the Agreements will facilitatefurther discussions to strengthen the climate regimenow, up to and beyond 2012. As I mentioned at thebeginning, it is time to roll up our sleeves and work inthe implementation of the Cancun Agreements. On theroad to Durban, the Mexican Presidency together withthe incoming South African Presidency will worktowards the implementation of the Agreements,ensuring that the institutions and entities establishedin Cancun become a reality in Durban, while fosteringconsensus over other key issues of the negotiations. Today's international relations cannot be understoodwithout the active participation of civil society. TheCancun Conferences highlighted the importance ofkeeping an open, permanent and transparent dialogwith civil society. During 2011 the Mexican Presidencywill strengthen and consolidate the dialogue among allstakeholders, as done in 2010. Their engagement iscrucial to achieve the ambitious objectives reached at Cancun. n This is an edited version of the remarks PatriciaEspinosa Cantellano delivered at the conference:"Climate Change Diplomacy, from Cancun toDurban", jointly organised by the Mexican PermanentMission in Geneva and the United Nations Institute forTraining and Research (www.unitar.org), on 28February in Geneva, Switzerland.038POST-CANCUN REMARKS

POST-CANCUN REMARKS039