Posts Tagged ‘Social Media’

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.

Re: AdAge - Shops Seek Control in Social-Media Space

Monday, Mar 16 2009

I found this recent AdAge article highly relevant and timely.

But what struck me most was the fact that Abbey Klaassen declared that one of three types of agencies were poised to take the leadership within the Social Media realm - PR agencies, Media agencies and/or Digital agencies. All were mentioned as leaders in the race to claim ownership in this emerging space.

Although I have a somewhat biased view, I believe that there is another type of agency that is the most equipped to help clients leverage the fast and ever-changing social media landscape - the larger, integrated, independent agencies. My rationale stems from the fact that there are so many pieces to the puzzle when delivering successful social media programs.

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Brunner Creative Team Live Blogging from South By SouthWest

Thursday, Mar 12 2009

Brunner is sending seven of its top creatives to the South By Southwest Interactive Festival in Austin next week and will be live-blogging throughout the conference.The team—which represents a range of creative disciplines–will be tweeting, posting photos, uploading videos and discussing how the digital revolution is impacts creativity in all forms of media.

“This is the most important New Media event of 2009,” said Creative Director, Emerging Media, Ernie Mosteller. “We hope you’ll find the conversations interesting and informative — but more than that, we hope you’ll join in.”

You can follow the conversation at http://www.smarterfaster.com/ beginning March 13th and for the entire conference which runs through March 17th.

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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.

Your Brand and a New President

Tuesday, Jan 27 2009

Change is definitely in the air, but don’t get overzealous about transferring the mobile marketing success of Obama’s campaign on to your brand.  Here’s what I mean by that.  Did the campaign strategists for the  44th President of the United States do a great job with their mobile marketing strategy?  Absolutely!  Who is going to argue with nearly 3 million text messages sent to an opted in audience announcing Obama’s choice for vice president?   But they also were working with a strong and growing brand – and they utilized many different channels of communication.

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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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Election 2008 vs. 1808

Sunday, Nov 2 2008

How vastly different is the election of 1808 vs. that of 2008 when it comes to communication strategy? You decide. With so much being made about how “new” tactics for getting out the vote and distributing messages for one party or another is being used today and how these “innovative strategies” for speaking to potential voters has evolved, I decided to take a very unscientific and admittedly very shallow look at how different things are.

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The Tip Of The Spear

Friday, Sep 5 2008

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Mark Hass, CEO of Publicis’ Manning Selvage & Lee, recently stated the following in the July 28, 2008 Advertising Age article $80 Billion? Online Display Market Is Being Overhyped:

Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated media piece. Let’s see where consumers take the product and brand, and shape advertising and the rest of the marketing opportunities around that.”

The hypothetical example he provides in the article is “how Febreze might target college students by handing out samples on move-in day. Soon it becomes a subject of conversation within a social network of that community (and if it doesn’t, a brand can suggest it become one, asking students what they’re going to do to make their rooms smell better when their parents come to town).”

While we haven’t been as bold as Mr. Hass, we too at Brunner Digital espouse to our clients that they should be engaging social-media and utilizing it to help mold their advertising campaigns. As our own Creative Director, Ernie Mosteller, wrote in his last post about effective websites, we know it is about content. Content that is compelling to consumers. Content consumers will keep and that they will share. Discover what consumers are doing with your brand on Facebook, MySpace and relevant blogs. Update your site with the brand engagement trends you see in these social-media. You already know it will be attention-grabbing because consumers are creating and sharing it on their own.

The same standard can be applied to 360° advertising campaigns. Given digital dynamic printing and digital production, your direct marketing and broadcast should be able to morph as quickly as your website.

For this to happen, advertisers need to seriously reflect about themselves and their brands. Consumers now expect more-engaging forms of content in every brand marketing communication. If social-media isn’t the tip of your marketing spear, it should at least be a plane of the blade.