Red Bull Ranked King of Social Videos as Apple Misses Top 10. Energy drink maker Red Bull has the best social video strategy, a new report from Goviral claims, followed by Google in second place and Samsung in fifth. Apple just missed the top ten, coming in at 11th, while Microsoft placed 37th. Goviral’s report tracked the top 100 brands across YouTube, Vimeo, Dailymotion and Facebook throughout 2012, taking volume, total views, subscribers and engagement into account. As you’d expect, YouTube was the preferred video destination for brands, as only 15 percent had official channels on Vimeo. After Red Bull and Google, Disney and Nike came in third and fourth, respectively. Behind Samsung’s fifth place showing, Old Spice, Prada, Coca Cola, Nintendo and Adidas rounded out the top ten. “The results of goviral’s Social Video Equity Report prove that when it comes to branded content, fortune favours the brave”, the firm’s planning director Mads Holmen said.
Google might have an edge up on its competition since it company does after all own YouTube. Appealing To Our Egos Worked – Over 80,000 People Bragged On Twitter About Having One Of Most-Viewed Profiles On LinkedIn. Did you happen to get an email from LinkedIn recently, which congratulated you on having one of the most popular profiles on the site? Then, good news – you’re special. Just like millions of others. The campaign, which ran this month in celebration of LinkedIn’s 200-million-users milestone, involved these ego-boosting emails sent to the network’s “top” users, which urged them to share the good news on Facebook and Twitter.
You might be surprised how many took the bait. For those of you who were sadly not LinkedIn-famous enough (like me, ha) to get on the special list, here’s an example (below) of what the email looked like. When you clicked through to “Read More,” the resulting web page included a brief message about the network’s milestone and then provided a social sharing box which suggested that “a stat this delightful deserves to be shared.” Typically, when companies urge users to post to social networks, it’s to participate in some sort of contest. LinkedIn offered social capital. Goviral. You have chosen not to store cookies. Would you like to opt back in? By continuing to use this site, you agree to the use of cookies. Tell me more At Be On, we’re more than a little obsessed with branded content. So in 2012, whilst we were called goviral, we embarked on a study to find the 100 most powerful brands of that year in branded content. Using a variety of measurements such as volume of content, views and engagement, we set out to explore which brands were aiming high this year in their branded video strategies.
Download the top 100 here See the infographic in different languages. Update your user profile - Profile. Tumblr Picks Group of Preferred Agency Partners | Digital. Percolate Raises $9 Million Series A to Help Brands Create Content | Digital. 10 Top Digital Campaigns By Auto Brands In The Creative Sandbox Archive. Digital properties are shaping up to demonstrate some of the most inspirational commercial work. That’s why Google has developed Creative Sandbox, a microsite housing a curated selection of work from the advertising industry for people to vote on.
The archive reflects some of the most innovative branding work being executed by agencies and digital partners. Given the immense challenges facing automotive brands today, the digital tools they employ are often diverse and driven by a marriage of rules-of-thumb and experimentation. Read through the case studies to see how automotive brands are bolstering their brands using apps, microsites, interactive experience, and unique content strategies. 1) Lexus: ‘Creating Amazing’ Mobile App Lexus was facing new challenges in Europe. To alleviate this problem, a mobile site was created that compliments the main site. Read more about the Lexus case study in Google’s Creative Sandbox. 2) Audi: Social Stunt For Facebook Fans 4) Chevrolet: Chevy Game Time. How Applebee's Rebooted Its Marketing With an Inflatable Doll. Is there any category with more clichéd advertising than the casual dining segment? Think about it: That ad with the upbeat music showing happy people sitting down to their mouth-watering plates of honey chicken and ribs ... was that for TGI Friday's, Houlihan's or Applebee's?
Hard to recall, right? A talent or creativity deficit isn't to blame. Instead, this appears to be a case where the marketer's demands hem in creativity. After all, if your ad agency is on the Houlihan's account, there's only so much you can do if the client insists on ads with upbeat music, happy people and money shots of mouth-watering plates of food. With the Great Recession of 2008, though, came a general willingness to question previous assumptions.
The back story explains a bit why Applebee's began trying a new creative direction for its ads in mid-2012. It turned out the chain's initial ads are only mildly subversive. Do you see what Crispin did there? The absurd premise, underscored by Airplane! Facebook's Advertising Plan. Facebook on Tuesday made a pointed pitch to Madison Avenue: We know how to get your messages to real people, nearly one billion of them, because we know exactly who they are and whom they trust. Somini Sengupta of The New York Times, writes that Sheryl Sandberg, the company’s chief operating officer, sought to assure the industry that Facebook was single-mindedly focused on proving the promise of advertising on its platform. Facebook’s bread and butter is advertising, and it needs to prove to Madison Avenue that money spent on Facebook will yield measurable results. Facebook, Ms. Sandberg said at a conference, can transform how marketers reach their audience because Facebook knows exactly who is in that audience.
These days, Facebook is pushing stronger than ever at targeted advertising. It is a gamble. Lady Gaga Puts Bulimia and Body Image On the Table In A Big Way. 5 Reasons Social Media Is Ruining Marketing. Alex Goldfayn’s book is called Evangelist Marketing: What Apple Amazon and Netflix Understand About Their Customers (That Your Company Probably Doesn’t). He is CEO of the Evangelist Marketing Institute, a marketing consultancy with clients that include T-Mobile, TiVo, and Logitech. Follow him @alexgoldfayn.
Social media is one of the worst things to ever happen to the discipline of marketing. The rise of Facebook and Twitter as marketing vehicles has spawned a generation of young professionals who talk instead of listen. They think engaging in “the conversation” is more important than identifying your audience, understanding what motivates them, and developing powerful messaging to address those motivations. Here's the reality: Social media has made marketers lazy, because so many people think it is the magic bullet for new sales. 1. With social media, quantity of followers often matters more than quality of followers. Here’s another problem. 2. 3. 4. 5.
How Twitter Courts Pepsi. Twitter is at a stage where it is looking to get meaningful brand dollars. Its massive growth assures it will get a hearing. And yet Twitter is adamant that it won’t just sling promoted tweets and trends. Instead, it wants brands to think of how they can add to Twitter, rather than just intrude on the experience. Take Twitter’s approach to Pepsi, a huge consumer goods brand that is as progressive as they come with the adoption of social media. Twitter has an account manager for all things Pepsi-related and has assigned a top executive to act as a contact to the global head of digital at PepsiCo.
And so, Twitter is acting like any large publisher does, with creative and sales teams. Singh praises the go-slow approach Twitter has taken. Twitter’s theory has long been that it must first get brands active on its platform before it finds ways to augment those activities with ad products. Phase two, amplifying that activity via sales, is also underway. Poll: Facebook ads not working on most users. INSANE Graphic Shows How Ludicrously Complicated Social Media Marketing Is Now. Brand Advocates Are Here to Help. Brand advocates are consumers who support specific brands and use in-person and online conversations to share their opinions, recommendations and thoughts about a company’s products and services. And brand advocacy is becoming a critical part of the social media marketing mix.
As social media gives average consumers a longer reach, brand advocates of all types and levels have emerged, including social media influencers, industry experts, brand employees, and consumers who use recommendations, blog posts and “likes” to gain discounts, deals and, in some cases, payments. For some of these consumers, being an advocate is a new activity, and one that will grow as they participate in more social sites. “Industry experts and big-time social media influencers may seem attractive to marketers. In January 2012, Zuberance polled that group and found that, in the US, 38% made a recommendation about once a month, and 12% said they did so several times a week. Brands using Social Media without engagement – Isn't that just traditional advertising? The social media landscape evolves on almost a daily basis, but two things it seems are certain: Content is the King, and user engagement is its’ Queen.
What happens though, when the Queen is ignored? Is it possible for brands using social media without engagement to still succeed? The short answer is yes, of course it can. A social media presence without engagement isn’t exactly ‘social’; in fact it is the polar opposite - It’s just media. There really is no logical argument to suggest that this strategy can’t generate healthy return on investment.
This type of advertising has been employed successfully since the inception of mass marketing, so there is no reason to doubt it simply because a new way of engaging with customers has arisen. It is relatively simple to measure success of a traditional advertising campaign – you simply compare the amount of time and money invested in the campaign, against the increased number of sales. Social Media vs. Real-time Facebook 'likes' displayed on Brazilian fashion retailer's clothes racks.
Fashion retailer C&A may be a fading brand in much of Europe, but its Brazilian arm is doing what it can to stay on the pulse of social media. A new initiative called Fashion Like allows people to 'like' certain items of clothing on the company's Facebook page, and these clicks are collated and displayed on the relevant clothes rack in real-time. Customers are thereby able to view the item's online popularity in the real world to help them make their decision. It's open to debate how valuable this will be to shoppers — we've seen the trivial nature of much that's posted to Facebook, not to mention the dubious fashion sense of certain denizens, and it probably wouldn't be hard to game the data.
For terminally indecisive Brazilians, however, this seems like it could be a step forward. How American Express Found Its Social Media Groove. American Express went from virtually zero social media presence in 2009 to being hailed by Advertising Age as the "real winner" at South By Southwest this year. How did AmEx do it? Leslie Berland, SVP of digital partnerships and development at the company, attempted to retrace the brand's steps during a talk at Mashable Connect, and then dispensed a few social media tips on Friday. Berland highlighted two major inflection points in AmEx's social media marketing history: its introduction of Small Business Saturday and its promotion of Sync at SXSW. The former started with a "lofty goal," which was to "start a movement," Berland said. Launched in 2010, Small Business Saturday was designed as a response of sorts to Black Friday, which comes the day before.
The idea is to motivate consumers already in shopping mode to spend their cash at their local mom and pops. Though Berland's talk included some trite advice ("Think like a startup"), she was more candid in her Q&A with the audience. Hennessy Pours Cash into Digital Push. LVMH’s Hennessy brand is nearly 250 years old. Now it’s making its biggest foray to date into digital, launching a push designed to appeal to young African-Americans and Hispanics. “The Chase” campaign, which breaks today, aims to inspire people to work harder to reach their full potential by chasing their “wild rabbit.”
The company would not reveal how much it invested in this effort but said it was the most it has spent on a digital effort to date. The campaign includes a TV component, but the digital spend is greater. To kick off this program, Hennessy launched a microsite with videos, contests and brand-event invitations. It highlights brand spokespeople like boxer Manny Pacquiao, singer Erykah Badu and director Martin Scorsese. “We are spending more than ever from a digital perspective, and we are pushing ourselves to be bigger and better,” said Montana Triplett, director of digital marketing at Hennessy, who joined in January as the brand’s first digital marketing chief.
How Barbie & Ken Were Reunited by Social Media. Exactly seven years after their controversial split on Valentine's Day in 2004, America's favorite plastic lovebirds reunited, sending the socialverse down memory lane. In celebration of Ken's 50th anniversary and just in time for the Valentine's Day release of its Sweet Talkin' Ken doll, Mattel launched a grandiose marketing campaign to reunite its iconic doll couple, Barbie and Ken. We spoke with Lauren Bruksch, director of Barbie marketing at Mattel, to get the inside scoop on the success of the campaign's social media components.
The Campaign As with all integrated marketing programs, the Barbie and Ken reunion campaign took a village to produce. Attention, Ketchum Public Relations and Mattel's internal marketing, design and digital media teams worked together to pull it all off. Billed as Ken's new year's resolution to win Barbie back, the campaign was heavy on social media marketing, utilizing Facebook, Twitter, Foursquare and YouTube to spread its message. The Results. Social Media: Tumblr Announces First Foray Into Paid Ads | Special: Digital Conference. Social Commerce Psychology of Shopping [INFOGRAPHIC] When Brands Bow To The Power Of Your Tweets [INFOGRAPHIC] What to Do When Your Social Media Strategy Is Successful.
There are many guides out there that teach businesses how to tactically use social media, but few that discuss how to adapt all your departments to its uprooting effects. That's what Amber Naslund says, and why she co-wrote The Now Revolution with Jay Baer, a book that focuses on helping businesses develop a "horizontal strategy" to handle the impact of social media. Naslund appeared on Behind the Brand to talk to Bryan Elliot about her book, and her advice for businesses. "Social media is really easy to get into, but we don’t have a lot of suggestions of what happens when it goes right," Naslund suggested. "Slow down. Consider all the areas social could touch... like product development and customer service. " As the former vice president of strategy for Radian6, a popular social media measurement tool, Naslund has experience helping businesses figure out what kind of returns to expect from investing in social media.
What Marketers Everywhere Can Learn From P&G's 1,600-Person Layoff. Why Viewers Could Soon Control Super Bowl Ads. Branding: How It Works in the Social Media Age [INFOGRAPHIC] World's 50 Most Valuable Brands in Social Media [Infographic] 85 social media infographics for ad agency new business. It's All About Me! Stats of the Day: 50 New Social Media Stats to Kickstart Your Slide Deck | Ad Age Stat. The Rules of Smarter Engagement Brian Solis. Sprout Social Turbo-Boosts Its Dashboard For Enterprise Social Media. Trada brings its crowdsourced advertising powerhouse to Facebook ads. How Google+ Could One-Up Facebook’s Brand Pages. Get Ready for the Google+ 'Pages' Ripple Effect Through Media.
Find-ability Meets Share-ability: Social Content Optimization.