Archive for the ‘Online Media’ Category

Time Is Not on Our Side, But Social Media Is

Monday, Jun 1 2009

Read Ernie Mosteller’s full post at Adotas.com:  http://bit.ly/cfmL0

[excerpt]

As social media continues grow as the go-to function for web users, as brands continue to integrate social elements into brand sites and brand elements into social sites, the metaphor of marketing as a conversation ceases to be a metaphor. It’s real now. The conversation is happening. It’s live, and it’s in real time.

Full post at Adotas.com:  http://bit.ly/cfmL0

It’s OK to Be a Follower - 3 Simple Steps

Thursday, Apr 30 2009

A large part of my role is to council our clients and internal management on the use of the latest digital trends and technologies.  Lately, that seems to be Social Media more than everything else combined.

While I believe wholeheartedly in Social Media as a viable communications vehicle that almost all brands should find a place for, I also recognize that social media content creation isn’t for everyone….AND THAT’S OK!

I tell everyone who is leery about the time commitment of content creation that they can participate in social media without taking on that role — and feel good about it!  Afterall, listening is the first tenant of a good social media strategy anyway…and we can all be good listeners.

Here are 3 simple steps to begin to be an effective listener.  Do these and you will be well on your way to becoming a participant in social media — even if you never make another post.

1) Set up Tweet Deck and organize by the following areas: Your clients, Your industry, Your company, Thought Leaders, Your industry pubs…and then for fun, your favorite Entertainers and Celebrities

2) Spend 10 minutes every morning, 5 minutes at lunch, and 10 minutes a the end of the day scanning these posts — in 30 minutes a day you will be amazed how much you have absorbed about your business from all angles

3) Establish an iGoogle account and take the time to set up every industry RSS feed that you can think of.  Add more as you have time.  Scan them quickly each day.

From there, you may become comfortable starting to comment on these links, posts and tweets which is great.  But if not, It’s ok to be a follower.

digiday social: A Microcosm of Itself

Wednesday, Mar 18 2009

I attended digiday last week in New York (great stuff, more to come) but the thing that struck me the most was that a real, live social network played itself out in front of me. The dictionary defines network as: an association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like:- I think everyone gets that - but here’s the thing - digiday was a social network about social networking. Now before the universe implodes or you say ’so what?’ - what really struck me was the diversity of the people who shared this passion. I guess I sort of new it - but it was eye-opening to watch it in person. We had three-pieces suits sitting next to jeans and t-shirts. People sitting on panels having great, involved discussions who were from major motor companies and large agencies to start up developer shops and those only thinking about how to track social media. Large “traditional” publishers (though not many) next to one-man publishing machines. It crystallized for me how the Internet has allowed the introverts to be extroverted and the extroverted to go crazy. People brought together by a passion (in this case it was the “idea” of social media) but could not be from more diverse backgrounds. That’s why you find a 20-post thread about coldsores on catlovers.com and why the guy in front of me at the lunch buffet who looked liked my college roommate in sweats and Chuck Taylor’s was hugging the young woman who looked like she just stepped out of Project Runway and were extolling the virtues of Twitter and who they were following. The thing about social media (and this conference brought it to life) is that it’s the passions and interest of people that bring them together - bond them. Not everyone looked the same at digiday - and not everyone looks the same on catlovers.com - I think we sometimes forget that.

Social Media Ubiquity: First How, Then What

Monday, Mar 9 2009

We stumbled across this site today – it’s a fantastic resource, but aside from that, we would recommend that you take a quick look (use the purple tab at the bottom to quickly scroll). It illustrates the vast social media world, the rapid pace that it’s evolving, and the sheer enormity of it all.

Every day, we continue to hear these questions from the market:

“We need to be on YouTube!”

“Where’s our Facebook icon?”

Why aren’t we on Twitter?”

We agree that smart digital design should have share-ability baked into its fabric. But we continue to advise: it’s not what tool to use, it’s how you use the tool.

First How. Then What.

Super Bowl XLIII. Here We Go…

Thursday, Jan 29 2009

In 2008 an average of 97.5 million Americans tuned into FOX to watch the New York Giants beat the New England Patriots, making it the most-watched Super Bowl ever. The event averaged a 43.1% household rating, up from the 2007 game between the Indianapolis Colts and the Chicago Bears, which was watched by 93.1 million viewers and an average of 42.6% of U.S.Homes. 

Year

Network

Avg Viewers

Teams

2008

Fox

97.5 million

New England Patriots vs. New York Giants

2007

CBS

93.1 million

Indianapolis Costs vs. Chicago Bears

2006

ABC

90.7 million

Pittsburgh Steelers vs. Seattle Seahawks

2005

Fox

86.1 million

New England Patriots vs. Philadelphia Eagles

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The “Anti-How-to-Market-In-a-Down-Economy” Post

Thursday, Jan 22 2009

The world needs another “how to market in a down economy” blog post like a hole in the head.  For every person who touts the fact that “now is the best time to advertise” there is someone else writing about the virtues of shifting all efforts to measured online media, or shifting everything to the more economical social media.  In fact here’s a link to Business Week’s conglomeration of related articles - http://bx.businessweek.com/advertising-in-a-recession/blogs/.  Enough!

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Grow your e-mail file

Tuesday, Jan 6 2009

If you visited either presidential campaign site this year, you were greeted by a simple page that was 100% focused on one result:  getting your email address. Everything else—policy views, press clippings, and personal histories—was tucked behind this signup curtain (with only a subtle option to “skip signup.”)

Last week, the Houston Chronicle reported that “the Obama campaign collected about 10 million email addresses, and its database contains details of the issues of concern to many of those citizens.”  Well.

Whether you’re a business looking to engage new customers, a trade association going after new members or a non-profit trying to grow your donor base, e-mail marketing is likely the sledgehammer in your marketing  toolkit.  So here’s the basic blocking-and-tackling on how to grow your list.

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Common Sense Steps To Protect Yourself From Customer Attrition

Wednesday, Dec 10 2008

Brunner and a lot of other savvy Direct Marketers have always known it’s all about building and maintaining a strong customer base. And during this particularly challenging economy, it’s even more important to protect core customer relationships.

A healthy customer database sustains core revenue streams; can provide organic growth through up sell and cross sell opportunities; existing customers can easily become a new acquisition source through referrals and very importantly - intelligence gleaned from your customer segments can help you be much smarter in targeting, attracting and keeping new customers.

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Paul Boutin, Blogging and a Puerile Understanding of Mass Communications

Wednesday, Nov 12 2008

In Issue 16.11 of Wired Magazine, Paul Boutin, a correspondent for the Silicon Valley gossip site Valleywag, wrote an essay advising his readers to give up on blogging.  He writes:

Writing a weblog today isn’t the bright idea it was four years ago. The blogosphere, once a freshwater oasis of folksy self-expression and clever thought, has been flooded by a tsunami of paid bilge. Cut-rate journalists and underground marketing campaigns now drown out the authentic voices of amateur wordsmiths. It’s almost impossible to get noticed, except by hecklers. And why bother? The time it takes to craft sharp, witty blog prose is better spent expressing yourself on Flickr, Facebook, or Twitter.

Paul concludes:

As a writer, though, I’m onto the system’s real appeal: brevity. Bloggers today are expected to write clever, insightful, witty prose to compete with Huffington and The New York Times. Twitter’s character limit puts everyone back on equal footing. It lets amateurs quit agonizing over their writing and cut to the chase. @WiredReader: Kill yr blog. 2004 over. Google won’t find you. Too much cruft from HuffPo, NYT. Commenters are tards. C u on Facebook?

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The end of the integrated marketing era?

Friday, Oct 10 2008

I’ve been surprised recently to hear so many people in our industry claim the era of integrated marketing is coming to an end. They say it’s an overused term, and its meaning has become diluted. If that’s the case, then why did my Google search of “integrated marketing” just turn up 6.6 million hits? A Blog Pulse snapshot indicates the topic is hotter than ever. Clearly, integrated marketing is more than an industry buzz word. It’s actually a concept that isn’t going away any time soon, but the focus has definitely shifted. As digital media becomes ever more prevalent in our society, marketers—clients and agencies alike—are struggling more
than ever to get their arms around how to effectively integrate digital into their marketing programs. MORE