Sunday, September 30, 2012

3 Brilliant Uses of Social Media

Social media is a double-edged sword that can help make or break ideas. In the examples below, we see some superb examples of how social media has been used to launch some of the most memorable campaigns.

Old Spice 
Social Media Old Spice

 Arguably, Old Spice tops the chart for one of the most brilliant uses of social media for business. In 2010, Wieden+Kennedy conceptualized the phenomenal Old Spice ad “The Man Your Man Could Smell Like,” which was launched during the Super Bowl and featured hunky actor and former NFL athlete Isaiah Mustafa. Within the next few hours, Old Spice gallantly acceded to requests left on its Twitter account, responding to each question or request with a new video.

It created a marriage proposal for @Jsbeals (whose girl said yes, by the way) and also  managed to cough up instant videos for Guy Kawasaki, the Huffington Post, Gizmodo, The Ellen Show, and hundreds more celebrities and followers on Twitter.

Needless to say, Old Spice gathered quite a few social media fans, some of whom have sworn to buy the product just to “mark the moment” and keep the clever ads going.

Winning points:  Well-developed and intelligent, this is social media used to its fullest potential with no qualms at all about going the extra mile to engage followers and celebrities. Short and witty, the Old Spice videos were extremely addictive and made for an interesting case study on brand awareness.  Extra points to the Old Spice social media team for targeting big names who were more than happy to jump into the viral campaign.  The video garnered for Wieden + Kennedy a Cannes Lions advertising award and a second Emmy. Additionally, Old Spice body wash sales at stores (excluding Wal-mart) went up 7.9 percent in the 52-week period ending June 13, 2010.

Dodge Journey

Social Media Dodge Journey

Another Wieden + Kennedy winner, the Dodge Journey campaign launched just September 10 won the 4th Annual Shorty Industry Award for Best Use of Social Media in Real Life.  The idea was to hide three Dodge Journeys across the country and inspire people to go on a scavenger hunt for the vehicles. Wieden + Kennedy approached the agency Digital Kitchen with the idea.  DK then crafted an interactive experience using live stream videos via YouTube with DK production assistant Mike leaving online clues for viewers.  Winners get to keep the Dodge Journeys they found.  Millions participated in the hunt with YouTube receiving more than 1.5 million views on the channel, which also got around 400,000 posts. Dodge Journey itself amassed a 910% increase in brand mentions.

Winning points:  So far the most successful YouTube brand campaign in history, the Dodge Journey scavenger hunt motivated thousands to get off their couches and explore the real world.  Although only three came out as winners, many would no doubt remember the thrill of a novel adventure.

Caine’s Arcade
Social Media Caine's Arcade
Image from
Nine-year-old Caine Monroy had a childhood dream – to convince more customers to visit his fantastical cardboard arcade located in his dad’s used car parts shop. Even though business was painfully slow, little Caine exerted more effort into the business, coming up with inventive ways to replicate the fun and strategic games you see in arcades.  The huge game-changer for Caine’s Arcade came in the way of filmmaker and accidental customer Nirvan Mullick. Mullick was looking for car parts when he came across Caine’s dad’s shop and found the DIY business instead. Amazed at the creativity of the venture, Mullick created a touching documentary about Caine’s Arcade.  With the help of Facebook, Reddit, Twitter, Vimeo, YouTube, and other social media, Mullick’s video touched the hearts of viewers and quickly went viral. Mullick also built a website for Caine, asking viewers to imagine what Caine could build with an Engineering Degree and asking them to support Caine’s scholarship fund. Pretty soon, hundreds were lining up at Caine’s Arcade, awaiting their turns on the make-shift recreation center.

To date, Caine’s Arcade has 125,000 fans on Facebook. The video sequel has also reached over 500,000 views on YouTube.  Moreover, Mullick’s initiative spawned the Imagination Foundation, which aims to “find, foster, and fund creativity and entrepreneurship in kids.”  The Foundation’s first project was Caine’s Arcade School Pilot Program, where over 100 schools in 9 countries used the film and cardboard arcade building to teach kids math, science, engineering, art, entrepreneurship, storytelling, creative thinking, and more.  On Oct. 6, the anniversary of Caine’s Arcade, Imagination Foundation will also be launching a Global Cardboard Challenge to celebrate creativity and ingenuity worldwide.

Winning Points:  Caine’s Arcade is one of the best examples of how social media can be used to positively change and impact lives.   Using a human interest approach to weave Caine’s story, Mullick’s video was a product of technical skill and sincere intentions.

Smartphones and tablets drive an increase in impulse buying online

A new survey of UK smartphone and tablet owners shows that mobile is helping to drive an increase in impulse buying, 
particularly for clothes and music.

Almost one-fifth (17%) of respondents to the Rackspace survey said that mobile devices have increased their impulse purchases.

71% of this group said that the main reason for the increase in spending is that the process is so simple and the technology is so easy to use, while 

27% said that the experience of shopping with smartphones and tablets is better than shopping in-store.

Clothes are the most popular impulse buy for 41% of mobile shoppers, followed by books (35%), music (32%) and fast food or takeaways (14%).

Saturday, September 29, 2012

Survey shows social is integral to business

New research from Econsultancy and Adobe - found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.

The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.

The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.

Men more receptive to Facebook ads than women

Image representing Facebook as depicted in Cru...

A new study conducted by Kenshoo and Resolution Media found that despite the fact that they make up a minority of Facebook users (42%), men produce 60% of all ad clicks on the social network.

They also cost less to reach as well, with the average CPM and CPCs for males being 16 cents and 51 cents, respectively, versus 20 cents and 68 cents, respectively, for females.

Marketers seem to be clued in to the male-female dynamic on the world's largest social network: they're allocating more of their Facebook budgets (53%) to males than they are to females (47%).

The study looked at 65bn Facebook ad impressions and 20m clicks over the course of the last year.

Looking Beyond the Click

As search marketers, we’re used to having a lot of control. We have all sorts of levers to pull – creative, keywords, bids, budget caps, etc. And optimizing these factors to make our accounts run as efficiently as possible is our bread and butter.
The more we sell at an efficient ROAS – or the more signups we get at an efficient CPA – the better we look to our bosses and our clients.
But all those levers are usually just focused on the media. We lead the horse to water.

Image Search Branding Opportunities

Images shown in regular search result pages are seldom clicked, but offer great marketing opportunities. So how do you get any attention for your name with such a small image and nobody clicking it? This article describes how commercial websites can benefit the most from image search.

Google Image Search

Most search queries in Google image search aren’t very competitive. Well ranked images are seldom the result of great SEO and often sheer luck. The basics of image search are however easy.
Using your keyword in the URL/image name, including it in the alt-/title attribute and placing it within keyword rich textual content is often enough for high ranking. Defining ornamental images as CSS backgrounds makes all the remaining img-tags stand out more. Images on well optimized pages with a lot of link value have the highest chance of scoring.

A Very Revealing Look at Paid Facebook Ads

Image representing Facebook as depicted in Cru...
Image via CrunchBase

With the use of social media outlets as a trend for personal, business, and other uses, Facebook PPC ads are a noteworthy promotion method all-around. Exploring the foundation of these ads can prove to be extremely revealing regardless of your industry.
Limited information may be available on certain social media analytic tools, but examining paid Facebook ads provides an in-depth abundance of information. To research the numerous facets of Facebook PPC and complete an analysis, we are going to utilize both SEMrush Facebook data and additional resources.

Friday, September 28, 2012

Dealing with Negative Comments Online from Your Employees

There is a lot of advice out there on how to deal with 

Image negative comments online from your customers – typically it comes down to apologizing and offering a solution, just like with any medium through which complaints may be lodged. Yes, it might be more public than an angry phone call, but it isn’t a particularly jarring process. But what about if an employee complains about your business? Or one of your affiliates grinds an axe online? How do you approach that situation in a way that doesn’t get you on the news, as the Chicago Association of Realtors unfortunately could not avoid?

HootSuite owls get chatty: Social media dashboard adds chat function for team collaboration

The owls at HootSuite are starting to chat.
In its latest move to lead the growing market in social media management, the Vancouver start-up behind the wide-eyed owl logo has expanded its social media dashboard to add real time online chat.
Fittingly, the company, which has become the darling of private investors and counts among its clients such high-profile social networkers as the White House and Fortune 100 companies, announced the new service today, midway through Vancouver’s Social Media Week.
HootSuite Conversations launched in beta today and will be available to HootSuite’s nearly five million users around the globe. Besides giving HootSuite users a way to connect with anyone on their network via chat, the new Conversations lets companies’ teams and employee groups create their own online chat networks on their HootSuite dashboard, in effect giving them a back channel where they can share views and information without having to resort to email.
 HootSuite owls get chatty: Social media dashboard adds chat function for team collaboration
“One of the things we’re seeing as a trend is a need for organizations to work together more effectively,” said HootSuite chief executive Ryan Holmes. “Conversations is a tool to help people collaborate more effectively and we’re excited about it.”
 HootSuite owls get chatty: Social media dashboard adds chat function for team collaboration
Today’s release is the latest in a string of announcements from HootSuite, which recently bought another social media platform — San Francisco-based Seesmic. Earlier this year, HootSuite saw an injection of $20 million in an equity stake by the Canadian venture capital firm OMERS Ventures, in what amounted to one of the largest venture capital investments in Canada over the past decade.
HootSuite, which offers a “freemium” model that monetizes about 3.5 per cent of its five million users, has been the subject of acquisition rumours, but so far it seem Holmes is content to turn away the suitors.
Asked if he still holds to his earlier plans to build a billion-dollar company in Vancouver, Holmes said: “Absolutely. We are going to continue moving ahead with building up the company. We are getting close to making an announcement on space and a new office location. We are absolutely committed to building out in Vancouver. We’re well on track for that.”

How To Get The New Twitter Header and Look More Like Facebook

From your computer (

Step 1:

Step 2:

Click on "Change Header" 

Step 3:

You will be sent to look for a photo on your computer, select your favorite.

Step 4:

Zoom in if you wish and click "Save"  You will now have your header configured! 

Configuring through Mobile:

Step 1:

Go to "Me" in the bottom right corner of the Twitter App.

Step 2:

Select the cog. This will open your settings and "edit profile." 

Step 3:

Select "Edit Profile."

Step 4:

Click on Header.

Step 5:

Take photo or choose existing and save. 

Why Smart Marketers Use Social Media for B2B Branding


Savvy B2B Embraces Social Media

This column will address not only why businesses operating in the Business2Business space should take social media seriously but also – and more importantly – how to leverage social media to build a B2B brand.
In the coming months, I’ll discuss how an effective Business2Business social media strategy plays a role in branding, addressing hands-on topics like:
Get Out of the Desert
Ultimately, social media for B2B branding is about bringing new life to your business. It’s about getting out of the Sahara and into a refreshing environment where connections and communities help Business2Business brands thrive.
Some of the critical goals of B2B branding via social media include:
  1. Building better relationships with partners, prospects and customers.
  2. Attracting prospective customers and compressing sales cycles.
  3. Monitoring competitive positioning and ensuring you’re ahead.
  4. Establishing thought leadership in your industry.
  5. Building brand awareness and preference among decision makers.

Thursday, September 27, 2012

Social Media Manager vs. Online Community Manager: Same or Different?

Community Manager: Operates from deep within the company, managing customer relationships with a brand or product, and each other. Potentially she can be a fully Enterprise Community Manager, involved in facilitating efficient inter-team and staff communication and collaboration. She is focussed on the flow of information and knowledge, strengthening relationships and promoting productive collaboration, which may include moderation and hosting of both micro- and macro-events on the company’s community platform. Placement within the Organisation chart is more likely to be connected to Editorial, Product development, Business development, and Marketing.
Social Media Manager: Operates from the edges of the company, managing brand recognition and reputation outside of the scope of the brand website. He is focused on listening and evaluating brand perception, planning campaigns and promotional material or initiatives to promote the company’s message, building and leveraging social networks on social platforms such as Twitter and Facebook to facilitate depth of communication. He will usually be found within the Organisation chart connected to Marketing, PR, and Sales.
Another aspect of the blurring and overlap in roles is the type of organization doing the hiring -- what is the business focus for the role? Business-to-business (B2B) and consumer companies have very different requirements. In consumer organizations, the community focus is individual consumers, and consumers generally frequent public social media channels with broad reach and large numbers. On the other hand, B2B organizations focus on building customer intimacy using channels such as online communities, customer councils and executive briefing centers along with offline outreach. For B2B, the desired relationship is deeper, just as the purchase cycle may be longer, revenue potential much greater and the depth of engagement (think suppliers and partners as well as customers) may be much greater and more complicated. In B2B organizations the social media manager is part of marketing and PR, facing outward for the most part. The B2B community manager has some outward responsibilities, but is connected to more core operations at the firm.
These distinctions are especially visible in the success measures for each role - the key performance indicators. Of course, both roles may share responsibility for a number success metrics and will need to partner effectively to deliver results. Here is a short tabulation of key B2B success measures, the role involved and the organizational accountability path.