Archive for the ‘Social Media’ Category
Valuing New Media Ideas with Old(er) Mediums
Posted by Chris Rak | Filed under Media, Social Media, Technology
I recently attended a few events for Social Media Week, a global, multi-city social media extravaganza. It was great to become part of the conversation, in real time, on topics that are affecting advertising and branding agencies.
Media outlets are rapidly changing. Therefore, clients—and, more importantly, their consumers—are asking questions.
One panel discussed the purchase of Huffington Post from AOL, and the value we place on new media companies as well as mergers with old(er) media companies. This got me thinking about how we value new media ideas. Let’s take a look at three examples.
- Julie Powell started a blog, chronicling her attempts to recreate every recipe in Mastering the Art of French Cooking by Julia Child. When people caught onto the idea and decided it had value (entertainment that would then translate into profit), it was turned into a familiar medium to be presented to the public—through a book, and then later a movie. But the blog already had fans, so why was this idea translated to a different medium? Are blog readers not valued, or are people still just tied to the old media channels?
- Justin Halpern turned things his dad said into a popular Twitter stream, S#*t my dad says. But seemingly, Twitter wasn’t enough. Instead of just having interested people meet him on Twitter, the idea and momentum were translated into a book, and then into a TV series starring William Shatner…yep, Captain Kirk. But Justin’s Dad was funny on Twitter, so why did it need to be translated into a book and then a TV show?
- PostSecret is an ongoing collaboration project in which people share postcards containing their secrets. New secrets are posted to the blog each Sunday, curated by Frank Warren. PostSecret currently published its collection of secrets into four volumes available at your favorite retailer under different topic headings. Publishing these secrets in book form removes the interactivity of the site; the public can no longer comment on secrets or share their opinions on a controversial topic. Isn’t this why people fell in love with the Web anyway?
So what do these examples of translating ideas from a new format demonstrate? Do people value new media? Or are they just using new media “to go viral” and then waiting for publishers and producers to find them?
Perhaps I am just being a bit naïve. Maybe if I published a successful blog and was asked to make “The Emily McDonough Story” into a film starring Meryl Streep, I’d think differently. Who knows?
Quora for Your Queries
Posted by Chris Rak | Filed under Interactive, Social Media, Technology
First Google and Yahoo. Then Facebook. LinkedIn. Blogging. YouTube. Twitter. Wikipedia. Foursquare. Now what?
Well…meet Quora, an online tool meant to serve as a continually improving collection of questions and answers—all created, edited and organized by everyone who uses it. Is this just another phase in the evolutionizing of social media? Or can you, as a professional, put Quora to work for you? Here are a few of the highlights:
- Any person can pose any question.
- It’s a place where new stuff—that no one has written about yet—can get pulled onto the web.
- Over time, the database of knowledge grows and grows until almost everything that anyone wants to know is available.
- Any new knowledge can be added and is there forever to be shared with anyone in the future who is interested.
- People can write their own answers any time they think a question page could become a better resource with more information.
- Those who read question pages rate the answers so that the best ones rise to the top of the page. And people can comment on each other’s answers to help them make those better as well.
Users can also follow topics, enabling Quora to show them questions they are interested in and know about. Or, you can follow individual questions, which creates a waiting audience for anyone who wants to write an answer.
As for credibility? According to Quora, “Everything on Quora is tied back to a person. Each question and answer has a revision history associated with it, and each change in the log is associated with the person who made it. People use their real names and pictures on Quora and have a short bio describing who they are; this helps anyone reading things they write to understand why they should believe what is written and take into account the author’s perspective.”
So, what does this mean to you as a professional, and how might learning to use Quora benefit your business? Here are five helpful tips on how to utilize Quora, from Mario Sundar, a global social media expert of LinkedIn:
- Follow topics of professional interest
- Follow your colleagues
- Follow breaking news in your field of expertise
- Break news in your field of expertise
- Ask a question
For additional information about Quora, how it’s been received and how it works, check out the following references:
http://www.quora.com/about/
http://mariosundar.com/2011/01/10/quora-101-for-professionals/
http://www.ragan.com/Main/Articles/42630.aspx
We’re Spreading the News—Mary Dees Won a NYC Trip for Two!
Posted by Dana Communications | Filed under Dana News, Social Media, Tips and Trends Series
Our fan Mary Dees, Sales Manager at Golfweek, is the lucky winner of our NYC Getaway Contest. Mary says she’s looking forward to getting reacquainted with the Big Apple during her upcoming two-night stay.
She tells us she loves Broadway too, and this time, she’ll be staying right in the heart of it at the Millennium Broadway Hotel. There she’ll enjoy star treatment, a stylish guest room with a big-city view and easy access to theaters, Fifth Avenue shopping, museums and much more.
She and her companion will also dine at Apiary, a sophisticated sanctuary featuring a seasonal menu created by Executive Chef Scott Bryan and a 300-selection global wine list, an extensive micro-brew beer list and artisanal cocktails.
Mary promises to keep in touch and fill us in, so stay tuned for more details about her trip.
Tips and Trends—It’s a Wrap
Posted by Lynn Kaniper | Filed under Advertising, Social Media, Tips and Trends Series
Over the past year, these were the topics that really grabbed attention, based on open and click-through rates. Here’s your chance to catch any you missed.
Pink Socks & Pocket Protectors
(posted by Bob Prewitt, January 2010)
If I Knew Then…
(posted by Lynn Kaniper, July 2010)
Is It Really Brand Awareness versus ROI?
(posted by Mark D’Amico, July 2010)
And looking ahead:
Got loyalty in ’11?
Just released, TripAdvisor’s annual travel trends survey* reveals that travelers are significantly less loyal to hotel brands than they were one year ago, with just 39% of travelers now faithful to one name—a significant drop from 59% in 2010. What strategies are you implementing to maintain and build loyalty for your brand?
The “staycation” may be gone for good (thank goodness)
But consumers are still value conscious, and before hitting the road for long-deferred trips, they’ll be searching the Internet for great deals. Are you ready with clever promotions, strategic placements and the right packages to attract these savvy travelers next year?
Reputation management is major
When guests rant about your property online, your reputation and brand promise are on the line. In this age of social networking, it’s essential to monitor social media, track guest satisfaction and optimize your online reputation. What’s your strategy to protect and build your brand?
Travelers will be packing their curiosity
Also from TripAdvisor’s annual survey*, we learn that “Top Vacation Activities for Next Year” include:
- Visiting a historic site – 85%
- Visiting a museum – 73%
- Visiting a national park – 46%
Compare that with water activities (38%), visiting a spa (33%) and gambling (29%). Is your destination promoting the activities people want to do most?
Let Dana help you capitalize on upcoming trends. Contact Bob Prewitt, President, at bprewitt@danacommunications.com or 609.644.2396.
*For more, visit http://www.tripadvisor.com/PressCenter-i329-c1-Press_Releases.html
Why We Love Moms
Posted by Bob Prewitt | Filed under Advertising, Social Media, Tips and Trends Series, Uncategorized
Unicast Reveals Tips for Holiday Advertising to Prized Demographic on Mom Blogger Sites
Posted by Marketwire on 12/2/10. Source: Unicast
According to leading industry research firm eMarketer, 32.3 million moms with children under 18 go online at least once a month. Furthermore, research shows these “Chief Home Officers” make 85% of all brand purchases in the U.S., and it is estimated that in less than 10 years, women will control two-thirds of all consumer wealth, with purchasing power soaring to $40 trillion. Considering this, marketers can’t afford to miss out on or make mistakes in reaching out to this demographic.
Following are Unicast’s tips for launching the most effective online ad campaign for household decision makers this holiday season:
1. Do not overlook the value of marketing to moms online. Moms in particular tend to do more activities online than women without children, including listen to music (62% moms vs. 42% women without children), watch TV or movies (56% vs. 46%) and look up entertainment options (60% vs. 40%) (per Unicast 2010 “What Women Want From the Web Report”). This means there is that much more opportunity for them to see your ad.
2. Understand the unique publisher of your ad. Because a lot of ads are done directly by the blogger, it takes a bit more effort than just using a network. Although there are some mom-specific ad networks out there, 91% of mommy bloggers sell ads on their sites, and 40% report self-powering them.
3. Create an experience versus a sales pitch. Women are hungry for content that they can relate to, and a lot of advertisers have become smarter about producing content that brings readers to a branded experience, not just a sales pitch for a product.
4. Ask “Why?” and “What?” All too often, marketers don’t consider the reasons moms actually come online when they develop their campaigns. But, “why” has a huge impact on “what” and “where” an ad should run. What women do online:
• 76% plan to connect with friends and family
• 67% will keep up with news
• 64% plan to shop for sales/compare prices
• 59% intend to entertain themselves (play games, listen to music or watch TV/movies)
• 48% will research travel/vacations
5. Target with care. Heather Flett of RookieMoms.com notes moms especially appreciate when ads are targeted correctly. When reaching moms at the appropriate time with the appropriate content, they are much more likely to click-through.
6. Offer incentives. Moms are still in a tough economic environment, so now more than ever they are looking for discounts, sales, free shipping offers and giveaways for holiday products that don’t break the budget. Offer these incentives and promotions so that they are more attractive.
7. Prime your audience for engagement and interaction. Women notice ads for items they’re already interested in, but positioning and first reactions are key. Erin Taylor of themombuzz.com notes that eye-catching and interactive ads are a tried and true trend. In a survey of moms that read mom blogs, the top five descriptions for their favorite blogs were “budget oriented, informative, humorous, relatable and fast to read,” according to eMarketer.
8. Consider realistic timing. Know when moms will be in the height of the season to notice your online ad. For example, while Back-to-School and Black Friday are highlighted shopping seasons and designated days with deep discounts as a driver, don’t forget most shoppers will buy closer to the holidays.
To read this full article on Marketwire, click here.
Foursquare for Your Venue
Posted by David Friedberg | Filed under Advertising, Interactive, Social Media, Tips and Trends Series
Consumers are constantly digesting information in new ways, and when they’re always on the go, so must your marketing efforts be.
Enter Foursquare, a mobile application that encourages users to explore their neighborhoods and be more aware of what’s around them. It is a friend-finder, a social city guide and a game that challenges users to experience new things and rewards them for doing so.
What better way to put your venue’s name at the fingertips of your customers?
Foursquare lets users “check-in” to a place, tell friends where they are and track the history of where they’ve been. With sign-up, users can grant access to their own personal address book, Twitter followers and Facebook friends.
Using basic game mechanics with points, badges and discounts, Foursquare actually encourages customer loyalty and profit-driving consumer behavior that can increase your business. The app currently has over 4 million users worldwide and is being experimented and utilized by tens of thousands of venues.
As a business owner, you can use Foursquare to engage your increasingly mobile customers with Specials, which are discounts and prizes you can offer to loyal customers when they check-in at your venue. Additionally, you can track (for free!) how your venue is performing over time.
Search for your business at foursquare.com. The site has a simple self-service tool for creating different types of Specials and tracking the performance of each. This feature empowers business owners to create engaging, ongoing relationships with their customers. Specials for your customers can include:
Mayor Specials: The mayor is the user who has checked-in to your venue the most in the last 60 days. Mayor specials are available for just that one user who qualifies, and they can be something like a 20% discount on his/her order.
Check-In Specials: These specials are unlocked when users check-in to your venue a certain amount of times. (“Foursquare says you’ve been here 10 times? That’s a free drink for you!”)
Frequency-Based Specials: These are unlocked every X check-ins. For example, you could offer Foursquare users 20% off their bill of $50 or more with every 10th check-in.
Wildcard Specials: Wildcard Specials are always available, but you will need to verify some extra conditions (e.g., coupon codes) before users can receive them.
The Specials platform has been integrated into all of Foursquare’s official mobile clients—iPhone, Android and Blackberry. The service actively calls attention to venues that offer Specials for Foursquare users.
For example, when users are at your venue, Foursquare will tell them what they have to do to unlock a free snack or discounted drink. If they happen to be across the street or two blocks away, it lets them know that your business gives special treatment to Foursquare users and that they should swing by for a visit.
Foursquare also has a robust set of analytics that provide valuable real-time statistics for your business, including:
- Most recent visitors
- Most frequent visitors
- Time of day people check-in
- Total number of unique visitors
- Histogram of check-ins per day
- Gender breakdown
- Portion of Foursquare check-ins that are broadcasted to Twitter and Facebook
Interested in learning how to make Foursquare work for you? Dana is well versed on the use of this mobile application and others. Contact bprewitt@danacommunications.com.
Who can really speak for your brand?
Posted by Chris Rak | Filed under Advertising, Interactive, Media, Social Media, Tips and Trends Series
I recently attended the PR News Online Digital PR Summit in New York City. A discussion of topic arose, and it centered on who is participating on behalf of brands across the various social media platforms. In other words, who is managing a brand’s voice?
In one case, Pizza Hut announced in April of 2009 the position of “Twittern,” an internship opportunity with the sole responsibility of posting on Pizza Hut’s social networks. This raises the question: Who has the authority to speak for your brand?
Executives who lack a greater understanding of social media often assign the task of social participation to associates with an already full plate of responsibilities or pass them off to a junior-level associate who may or may not possess the skill set needed to properly represent your brand.
It basically comes down to this: Would you have this same individual write the content for your corporate website? The answer is probably no. In effect, this individual is creating the presence for your brand in the social media world. After all, a Google search on your brand name will likely produce the corporate website along with social media results such as Twitter postings and Facebook status updates. This content is being given more and more credibility in shaping one’s opinion about your brand.
Messaging, style and content should be consistently represented across all channels to maintain brand integrity. Although social media is the distribution means via which these messages are delivered, there is need for having a structure in place—one that is similar to any communications plan.
At Dana, we understand that our clients’ individual responsibilities have grown and that they are being asked to do more under the same job title. We offer a full suite of social media services, including robust implementation packages and ongoing support models, with proven track records.
Not sure where to begin? Dana can help you get started with social media or simply help you get more out of your current efforts. To find out more, contact bprewitt@danacommunications.com.
Why Gen Y?
Posted by Michele Clerici | Filed under Advertising, Social Media, Tips and Trends Series
Here at Dana, we often lecture on the importance of social media and mobile marketing. Be seen, be heard, be known! We recognize that these efforts are paramount to success in this digital age.
But with no other audience has this message been more relevant than with our very own Gen Y. Products of the 80s and 90s, this generation was born into a buzzing community of computers, smart phones and constant connectivity. Online is just a way of life for these so-called Millennials, and as they age, the world of marketing has begun to adapt to their culture.
This generational transition is apt to affect the travel industry in more ways than one. Baby Boomers are beginning to enter their retirement years, opening up new opportunities for Gen Y-ers to make their presence known. The difference? Gen Y-ers don’t seem to share the same conservative spending habits of their ancestral Boomers, and many of them have money to spare…because:
- Gen Y-ers are less likely to be bogged down with the major expenses of their Boomer counterparts.
- Many still dip into the wallets of their parents or live at home free of rent.
- Retirement is still far into their future, so they feel they have plenty of time to save down the road.
- They are too young to have been affected greatly by investment loss due to the recent recession.
- They have generally accrued less debt and, thus, a deeper well of disposable income.
And because Gen Y-ers have been wired since birth, technology in their world is a given, not a luxury. Which means marketing to them requires a major shift in message and medium. Following are some things to keep in mind when it comes to the Gen Y marketing experience:
- Remember, they are young! They’re drawn to fresher, bolder, more creative ideas, as opposed to stuffy, traditional ones.
- Brand image is crucial, so be sure you’re creating a brag-worthy one that will leave a lasting impression.
- Get to them where they are: on their iPhones, iPads, Kindles, laptops and BlackBerrys. This is where they spend most of their time, so grab their attention here.
- Be heard on Twitter, Facebook and LinkedIn. But stay current, because the coolest thing today could be ultra passé tomorrow.
- Promote benefits that appeal directly to their lifestyles, e.g., wireless networks, iPod docking stations, etc.
- Gen Y-ers are known to spread their thoughts and opinions fast—on reviewer sites, social networking arenas, etc.—so make sure you’re on top of what’s being said about you.
Many Gen Y-ers may not be old enough to have a great deal of buying power just yet, but the time to begin marketing to them is now. They are fast becoming the future of your business, and when they do, you’ll want them to know you well.
Are You Being Served?
Posted by Mark D’Amico | Filed under Advertising, Social Media, Tips and Trends Series
The numbers don’t lie. Recent stats show that more than 500 million users are signed onto Facebook, and that your customers might be spending up to 25% of their online time there.
By now, you probably realize the power of the Facebook fan page for broadening brand awareness and engaging past and prospective customers. But did you know you could boost sales by actually peddling your goods there too?
Through innovative new merchant platforms, you can create a fully branded Facebook storefront. Meaning: you’ll get noticed. Unlike past storefront versions, you retain control, and you don’t have to compromise crucial elements like your brand identity. Your customers receive direct access to your store, and they can even complete their transaction without leaving your application or Facebook.
Tap into your fanbase to spread the word. When their trusted opinions go viral, they also go a long way to increase your visit rates and to influence booking and buying decisions. Follow through by sending trackable coupons to fans, and encourage them to share relevant targeted offers with their friends.
Together, we can discover how to put this nifty new tool to lucrative use. Let’s start exploring! Contact mdamico@danacommunications.com.
Facebook vs. Hamilton
Posted by Charisse Gallagher | Filed under Advertising, Interactive, Social Media, Technology
There are of course many ways people can combine Facebook and advertising, but it’s most interesting when it’s something off the track, so to speak.
Vodafone is challenging F1 champion Lewis Hamilton, to race against the speed of it’s improved mobile data network in The Netherlands. To make it an actual challenge, Vodafone calls for 28.800 Facebook users to join the race in a virtual car on Facebook. The time it takes Vodafone’s network to download all of their profile pics, is the time to beat for Hamilton. The actual race will take place on a secret track—Schiphol is rumored—on the 13th of September. The race will be aired live on Facebook.
Source: Adverblog
