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We were recently asked to contribute to the Wharton School’s Advertising 2020 project, speculating on what advertising would look like in 2020, and what brands need to do to prepare for that future. Before he left for his new role as CEO of The Daily Beast, Baba Shetty and I wrote the following essay, to be published later this year. The Emergence of Choice-Based Impressions
As Social Media Specialist at Curry College in Milton, MA, I manage a bunch of Facebook Pages and was recently presented with a cool opportunity from Facebook to participate in a product research study (applicable to just one of the college’s pages – the main, institutional one.) I have dabbled in using ads (mainly ‘Sponsored Stories) on the site, and have experienced solid results driving page likes, and by participating we would receieve a $250 ad credit – a no brainer. Plus I was curious to use the new ad product.
David Berkowitz is Senior Director of Emerging Media & Innovation for digital marketing agency 360i , where he develops social media and mobile programs for marketers spanning the media & entertainment, retail, travel, and CPG industries. Facebook’s latest advertising offering, Sponsored Stories , is characteristic of the company: bold, clever and lacking empathy. While the move is unlikely to encounter a revolt by users, it may make some queasy.
Image or reputation? Advertising or public relations? Super Bowl ad or New York Times op-ed? In our hyper-connected world, image appears to have trumped reputation. When a new product can become a trending topic on Twitter, or that day's (or week’s) meme—sometimes before it’s even available for purchase—we’ve clearly entered an era where image matters.
I was privileged to work on what's been called the best TV commercial ever, Apple Computer’s "1984," which launched the Macintosh personal computer. It ran only once on the Super Bowl (in 1984, of course), but established that venue as the platform for big, new branding campaigns from all sorts of advertisers—beer, cars, soft drinks, dot-coms, you name it. The brief for "1984" was simple: Steve Jobs said, “I want to stop the world in its tracks.” But some myth busting is in order.
Two weeks ago, The Boston Globe announced it will be splitting its digital property into two websites, each with a different and specific strategy. Boston.com will remain free and be more about “all things Boston” while integrating “breaking news” into the content. BostonGlobe.com will become a paid subscription site that will feature the content/stories produced by the Globe’s journalists.
NEW YORK, Feb. 1, 2011 — In a media environment saturated with new and evolving online entertainment platforms, TV continues to be king.
There's no substitute for up-close viewing of original works, but Google's offering a virtual tour, and close-up zooms, on art in the Met, Versailles, the Van Gogh, and other world art destinations with a free site powered by Street View. The click-to-walk tours themselves are pretty nice, and a great way to explore far-off museums and relive your memories of your own visits.
Would you like this (or any) content less if a robot had written it? The media is filled with news items abut how robots and algorithms are taking the work away from real, kind and personable human beings. That is one train of thought (personally, I'm offering a different perspective over on my We, Robots blog, which looks at augmentation over automation of all things robotics, 3D printing, telepresence and more).
The past couple of months have been interesting. The conversations around the ROI in Social Media have increased. Understandably.
April 5, 2011 11:57 PM The Other Side Of Comments And Community What can someone new to the Social Media world do to find and attract readers while building their own community?