Uniqlo Transforms Pinterest Into Giant Branded Mosaic | Creativity Pick of the Day
The strategy of the social media conversation Social media expertise is supposedly the most desired skill set in marketing right now, as every brand is scrambling to gain an informed opinion. Therefore, there’s no shortage of information out there to help, but what we seem to lack is an approach to think strategically about the role brands should play in social media conversations. Earlier in the year, Influx teamed up with Argus Insights, a company that specializes in collecting and collating social media data and took a retrospective look at the actions of brands within the social media landscape. Quite simply, we wanted to see what brands were doing and how consumers were interacting in the social media space.
In what seemed like no time (but was, in fact, several years), Pinterest went from a talking point for digital elites to a de rigueur social tool for just about every person, media company and, of course, brand. According to data compiled by online consumer behavior firm Experian Hitwise, Pinterest saw 104 million visits in March, a strong third-place finish behind Facebook with 7 billion and Twitter with 182 million. So, there’s clearly a compelling case for Pinterest based on overall numbers. But how are brands creating a presence on Pinterest using the platform’s strengths to their advantage? Given the rapid growth of Pinterest, there was hardly a chance for brands to absorb any meaningful best practices.
More marketers than ever believe their brands should be engaging with consumers on social networks—and advertising is an increasingly successful tool for doing so. As a result, worldwide social network ad revenues will surpass $8 billion in 2012 and approach $10 billion by 2013. Spending in the US will reach $3.9 billion next year, up from $2.74 billion in 2011. In 2013, US advertisers are expected to spend $4.81 billion on social network advertising, up 23.4% over 2012. “As more companies build out their marketing presence in social networks, they are also increasing their focus on spending ad dollars there,” said Debra Aho Williamson, eMarketer principal analyst and author of the new report, “Worldwide Social Network Ad Revenues: A $10 Billion Market by 2013.” “Social networks have cemented their place in advertising, not just marketing.” Facebook, Social Networks Get Greater Share of Online Ad Spend
Guide for Responding to Negative Feedback: US Air Force Model - Learning About New Media
Alors que le débat sur les faux avis de consommateurs est vif sur le web francophone depuis juillet, que les pouvoirs publics intentent des procédures, et que l’Afnor vient de lancer une mission de concertation pour trouver des parades, il pourrait être intéressant d’écouter les propos d’un spécialiste. Panagiotis Ipeirotis (blog), à la tête du projet EconoMining de l’école d’affaires Leonard Stern de la New York University, étudie depuis longtemps la valeur de la réputation en ligne et regarde l’influence qu’ont les critiques de consommateurs sur nos décisions. A l’occasion de la conférence Strata 2011, sur les BigData, il est revenu sur ses dernières recherches en la matière (vidéo, présentation), indique Christopher Mims pour la Technology Review. Sur Amazon, explique-t-il, les consommateurs sont – assez logiquement – prêts à payer un peu plus un produit pour l’acheter à un revendeur ayant une bonne réputation.
As Social Spending Rises, Which Metrics Are CMOs Focusing On? Marketers are working to measure social media investments in different ways, in the hopes that budgets will rise in this still-growing space. Duke University’s Fuqua School of Business and the American Marketing Association analyzed how high-ranking marketers look at social media within their organizations for the September 2011 edition of their “CMO Survey.” The study found that companies are setting aside a greater percentage of their marketing budgets for social media and plan to continue that trend going forward.
New Balance: Urban Dash Challenge ARG App Here is a pretty cool new campaign from New Balance to promote their first Flagship store in New York. To do it, they’ve created the “Urban Dash” iPhone app that challenges you to find hundreds of virtual batons throughout New York, before running to the new flagship store while still in possession of that baton. Each day they are releasing 20-30 batons, and if you make it to the store with one, you’ll score a free pair of New Balance 574 Shoes instantly, but if you manage to collect the most virtual batons out of everyone in NYC, you’ll take home an exclusive 14k Gold Baton worth over $20k!
Forget the Klout Score! What’s Your Social Zoom Factor? There is definitely no shortage of social data, metrics, measurement strategies, analytics, influence scores, listening platforms, reputation management approaches and experts ready to take your credit card to help you figure it all out. I have received several tweets and messages recently asking me for tips to help people raise their Klout score. If you are focused on trying to raise your Klout or other influence score I have only one answer for you… you are measuring the wrong metric! What is your Klout score going to do for:
Promoting Products Using Social Media - Advertising Now, companies increasingly are running online ads that focus less on pitching their products than promoting their Facebook pages and Twitter accounts. The ads, which have menu tabs and increasingly resemble mini-Web sites themselves, allow users to click within the ad to see a brand’s Twitter messages or Facebook wall posts in real time, or to watch a brand’s video content from YouTube — all without leaving the Web page where the ad appears. A recent online ad for Mrs. Meyers, the cleaning brand, for example, said, “Clean should smell better” and instructed users to “Hover to expand.” When a cursor is placed over the ad, it extends downward to expose an area that, depending on what button is clicked, displays real-time Facebook wall posts, Twitter users posting about Mrs. Meyers, or a video from the brand about Thelma Meyer, for whom the brand is named.
Caroline Giegerich is the blogstress behind the Daily Marauder and a digital marketing consultant. Follow her on Twitter for more social media and emerging tech insights. Within the spectrum of social media, the act of sharing essentially amounts to a desire to personally define ourselves to others.
Twitter Testing Geo-Targeting Ads | Peter Kafka | MediaMemo | AllThingsD
Si vous avez déjà mené quelques expériences pour votre entreprise sur les médias sociaux, vous avez pu constater que ce n’était pas si simple. Vous n’étiez que 4 à la flashmob que vous avez organisé sur le parking d’Auchan, et dans la foule du samedi matin, personne ne s’est rendu compte qu’il se passait quelque chose. Votre lipdub sur une version remixée de Licence IV , pourtant censé exprimer toute la convivialité de votre marque, n’a fait que 17 vues sur Youtube (Remarquez, il valait mieux…). Il n’y a que la vidéo de votre chat, quand vous l’avez jeté dans la baignoire, qui a dépassé les 1.000 vues, mais votre patron a refusé de la publier sur la home du site de la boite sous le fallacieux prétexte que le logo que vous aviez réalisé en tondant le chat n’est pas assez visible. Et vous regardez, éperdu, les compteurs de vidéo virales qui dépasse les 100.000, les 1.000.000, les 10.000.000 de vues parfois. La m?thode infaillible pour r?ussir sur les m?dias sociaux enfin d?voil?e | Courir Longtemps
Samir Balwani is an emerging technology strategist at Morpheus Media, a firm specializing in Social Marketing, SEM, and SEO. You can follow him on Twitter @samirbalwani and get his newsletter. As we battle a global recession, corporations are looking for new ways to sell their products and engage their consumers.