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Archive for February, 2010

2010 Winter Olympics Social Media Strategy

February

2010

The International Olympics Committee has embraced social media as part of their marketing strategy for the 2010 Winter Olympics in Vancouver.

Stefanie Berliant
Client Services Manager

As the 2010 Winter Olympics are coming to a close, there’s been some great coverage of these talented athletes on the air and online. I must give kudos to the International Olympics Committee and NBC (http://www.nbcolympics.com/) for really making an effort and embracing social media. One page on the site is a dedicated Twitter tracker for the Olympians. There is even a section on staying connected with the games through mobile alerts, widgets and more. The Vancouver Olympics page on Facebook (http://www.facebook.com/olympics) has also contributed to their large social presence. Nielsen released a study showing that more viewers were on Facebook while watching the Olympics opening ceremonies than on Google or Yahoo (http://blog.searchenginewatch.com/100222-002727). Even Olympic sponsors have created social media marketing campaigns (http://www.youtube.com/visagoworld). While some may view the IOC’s social media approach as too strict and centralized, I really commend them for trying to harness social media and utilize it in the best way they know how by creating this strategy and being proactive in these social networks. It is nice to see traditional media outlets staying current with the new technologies and adjusting to new ways people communicate.

There has also been some criticism toward NBC over the tape-delay coverage as audiences can find real time search results before actually watching the event (http://www.wired.com/epicenter/2010/02/olympic-tape-delays-roil-fans-but-for-nbc-its-good-for-business/). Since the world is so connected via the internet, this is to be expected. We’ll have to wait and see if NBC changes their strategy come the 2012 Summer Olympics. Even so, there has been some great content coming from this round of Winter Olympic events, including Ed Olxyzk’s description of the US vs Canada men’s hockey game as “tremendously tremendous” which has memed its way through the internet (http://www.sbnation.com/2010/2/22/1320934/ed-olcyzk-tremendously-tremendous-hockey).

Either way, the internet and the Olympics go hand in hand. I feel like I need Google Translator to understand what curling commentators mean when they say “make sure the hammer gets past the hog line and into the house.” Another good use of the internet: a resource for Olympic drinking games (http://www.buzzfeed.com/mjs538/the-2010-womens-figure-skating-drinking-game). Go Team USA!

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You Scream, I Scream, We All Scream for Engagement

February

2010

Online consumers and marketers agree: engagement is keen. However, we’re using the same word in different ways. How do we bridge the gap?

Blake Bowyer (@BlakeBowyer)
Media Program Analyst

Like most marketers, I get the eMarketer Daily for insightful research on digital marketing every morning. Much of the data that flows into my inbox reinforces the notions we have about digital marketing: you need a strategy, mobile marketing is on the rise, many companies are shifting budgets online. The other week, I read two reports that came three days apart and I couldn’t help but laugh:

It’s that simple: 1 + 1 = 2. Engagement makes everyone happy! Why then, when everyone seems to be working toward the same dynamic, are so many brands struggling with social media success?

One word: interpretation. The two sides are playing in the same ballpark, but one’s thinking baseball while the other is sinking stakes for cricket. Marketers still have a skewed perception of what engagement means to consumers, or don’t really know at all. The most difficult part is establishing a shared definition of a valuable relationship online. For consumers, it could be everything from personalized homepages to tête-à-tête interactions via social networks.

Let’s establish what we can confidently assume about how consumers see engagement:

It should provide value for the end-user.

That’s it! That’s literally it. Everything else we identify with engagement is hearsay. Including:

It should be personal and customized.
It should be two-way.
It should have mutual benefit.
It should be genuine.
It should make the consumer feel good inside or part of a community.

Sure, those are a few idealistic qualities we assume should be part of the engagement equation, but they don’t have to be. I don’t care about 1800Hotels being genuine on Twitter, I just want to save money. They could offer me a coupon code and call me “cheap jerk” in the same tweet and I wouldn’t really mind. Sure, I’d rather they treat me with more respect, but I came for the coupon code, not to feel like it’s my personal travel agent. And, honestly, I don’t care if they lose money on the deal or if even address me individually. Again, I just want to save money, especially in a situation in which I want instant gratification.

Again, it’d be great if engagement was that simple and brands could just plug a few criteria in a social media algorithm and *BOOM!* there’s your strategy, but that’s not the case. We can’t assume consumers want us to care or even be authentic, they just want value. So, what is a marketer to do? Here are three key tips for coming together over engagement:

1) Know your customers’ definition. They have unique needs, values, and expectations of your brand. Don’t assume because you’re GM that you should mimic Ford’s social media strategy. Like every community or group, they have their own associations and levels of intimacy.

2) Don’t just listen, ASK! Listening is one of the highly-touted benefits of social media initiatives. But why don’t you just ask? Your customers will be more than happy to tell you what they want and that’s when you can listen. Within reason, see what your customers want and make it happen.

3) Adjust, adjust, adjust. You might not get it right the first time. Or the second, third, or fourth. Customer needs, expectations, and precedents change – and not just because of what you do, but what competitors do too. Social media can change if customers aren’t responding or getting value. Don’t get social media strategy ADD, but feel free to come from different angles if the current isn’t proving successful.

When you’re talking to consumers, make sure you’re speaking the same language. Otherwise, you’re both left wanting. Maybe you need to join them and play some pick-up cricket for a change. Just watch out for the rib ticklers.

Tags: Blake Bowyer, Engagement, Social Media, Social Media Definitions, Social media strategy, Social Media Tips, Twitter Strategy
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Will You Buzz About Google Buzz?

February

2010

Google improves the social experience in Gmail with the release of Google Buzz, giving users another avenue to communicate all within the same browser window.

Christine Pepin
Media Coordinator

Yesterday, Google announced the release of its new product, Google Buzz. If you’ve logged onto your Gmail today you may have seen the announcement or if not, it’s coming very soon. Whether you’ve realized yet, you’re also already following the people you email and Chat with the most. Are you ready for the flood of real-time conversation?

With this tool, Google uses its expertise in organizing information to make an easy-to-use sharing experience. Here’s what you’ll find as you check out the new tool:

- Buzz integrates tightly with your Gmail inbox, so there’s no need to start from scratch with building a whole new network of friends.
- Share anything from pictures, links, videos and updates either privately or to a restricted group. Experience photos in high-resolution and full screen videos within the same window.
- Messages about responses to your posts are sent directly to your inbox, where you can actually view the conversation live and in real-time.
- Connect to other sites you use such as Picasa, Flickr, Google Reader and Twitter, so your friends can view all your updates in one place.
- Google Buzz can also be accessed on your mobile phone, through Gmail.

Google Buzz seems worth giving a try. However, where’s the integration with Facebook? I find an uncanny resemblance between both the look and feel as well as the offerred functionality of the two. I welcome Google’s attempt at improving how users can engage socially within their current products. How do you respond to the Buzz?

Google Buzz

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Recap of BIBA 2010

February

2010

The Big Ideas Big Action Conference was a great event for entrepreneurs to come together and learn from each other as well as from successful entrepreneurs.

Ryan Moss

Senior Sales Representative

Last week I was fortunate enough to attend the Big Ideas Big Action (BIBA) Conference in Washington D.C. The event was hosted by iStrategyLabs and FedScoop and provided an opportunity for aspiring entrepreneurs, marketers and government officials to interact with each other and also hear the stories of several successful entrepreneurs. The hosts did a great job trying to inspire creativity and out of the box thinking by filling the venue with thing like Playdoh, blow ups Dinosaurs and paper airplanes. While all of the speakers offered valuable advice, the presentation given by Peter Corbett, CEO of iStrategyLabs, was one that really stood out to me.

Corbett’s presentation focused on his approach to “idea generation and conception.” He discussed how a lot of people will just talk about an idea but than stop there and not actually do anything with their idea. Therefore it is important to be motivated and put in the necessary time and effort to try to advance your idea/concept forward. There are a lot of tools out there to help you get started on the initial research including several offered by Google (Search Insights, AdPlanner, AdWords) and some others like Linkfluence and Scoutlabs.

One point that Corbett made sure to hammer home was the importance of staying focused on one single item. Everyone has so many things going on but when working on an idea/concept it is vital to set aside a certain amount of time and focus only on that idea/concept. This will help you really plan out everything and figure out if you are on the right path. With that being said, it is usually not a good idea to just jump into this focused session. Instead it can be very beneficial to clear your “cache” so it will be easier for you to stay focused. For some people this can be done through exercise while others turn to things like mediation.

This conference provided a great opportunity to hear from successful entrepreneurs but it was also very helpful to have a chance to interact with aspiring entrepreneurs. There are a lot of great ideas out there and people just need to find a way to bring those ideas to life.

Tags: BIBA 2010, Brainstorming, Entrepreneurs, Generating Idea
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Coke vs. Pepsi 2.0: Social Media Shakes Up the Cola Wars

February

2010

As Coca-Cola and Pepsi divest from this year’s Super Bowl ad lineup, top dollar from these two top brands is stirring the social media space into a fizz.

Blake Bowyer (@BlakeBowyer)
Media Program Analyst

The Super Bowl will feel a lot more social this year. And not just because the NFL has failed to put a muzzle on tweeting players or the Saints’ “Who Dat” may be the focus of a trademark lawsuit. No, it’s because the 30-second slices between Sunday’s timeouts and touchdowns will be a lot less caffeinated: Coca-Cola is downsizing its presence during the game and Pepsi is pulling out entirely. Where then will you get Super Bowl-sized updates from the people who brought you delightful parade balloon wars and inspired Dylan/Will.i.am duets? On social networks, of course.

That’s right. If you’re still a new media evolution denier, look no further than your Facebook feed for a jolt and the return of the Cola Wars … 2.0. Remember when a blind taste test was as social as it got in heated rivalry between these tin-can titans? Well, as we’ve seen time and time again, where one may go, the other may follow and this time the path leads away from the Super Bowl and into your digital experience.

It was big news last December when Pepsi let the world know it wouldn’t be taking part in the ad game for XLIV. Even with the Pepsi Throwback campaign in full-swing and ripe for Super Bowl exposure, Pepsi decided its money was better spent elsewhere. For $3.01 million for 30 seconds (plus production costs, etc.), it’s hard to argue – even the announcement has garnered a lot of attention for the brand’s surprising audible. Pepsi spent a whopping $33 million for last year’s face-off and will now commit that money (well, part of it) to an online cause marketing campaign: Pepsi Refresh (which will reportedly cost a mere $20 million). The project will let consumers submit ideas – or in Web 2.0 lingo, “crowdsource” – for where donations go and focus on driving traffic to RefreshEverything.com for voting.

Coca-Cola, meanwhile, is taking a double-pronged approach by teaming up with Facebook to support the Boys and Girls Club of America and augmenting those efforts with two game-time ads. The spots will direct viewers to the company’s Facebook fan page and encourage them to share virtual gifts, each of which will result in a $1 donation to the youth organization. The effort will be tied into Coca-Cola’s current corporate campaign theme “Live positively”. The company’s Chief Marketing Officer offered some insight as to why Coca-Cola is part of this year’s ad parade: “The Super Bowl … brings families and friends together to celebrate and create memories. It’s a perfect time to open a Coke … and giving folks a chance to help others through our ads makes the experience even better.”

So, that’s the new media Cola Wars battleground and, while the brands’ playbooks may seem similar – online, philanthropic, social customer involvement – they’re actually quite different. And, from a strategic social media marketing perspective, only one wins the coin toss: Coca-Cola.

Why? Simply, Coca-Cola is being social. The company is bringing – but not broadcasting – its message to fans, not requiring that they come to it. While one could argue that Pepsi is smart to drive traffic to its site, expose millions to its content, and show off what is admittedly a pretty fantastic online experience, they’re pulling tricks from the same old playbook. Coke is right there every second you’re on Facebook and allowing you to share the easy way you just supported its mission of giving back. Coca-Cola has built a thriving and respectful Facebook fan page, on which most of the content is from fans sharing stories about how Coke is part of their lives. Coke is embracing social media through Facebook and Pepsi is pretending to through a project that is convoluted, inward-facing, and even open to potential abuse and security issues.

This year we don’t have to wait until the ads roll to pick a winner. If 2010 is the year of big brands embracing social media, Coca-Cola sets a golden standard by balancing share of voice, embracing a flattened landscape, and exuding authenticity. Even if opening happiness is a bit abstract, the company’s mission is clear. In fact, it’s on your Facebook wall – pass it around.

Sources: NY Times and ESPN.

Tags: Blake Bowyer, Coca Cola, Coke Facebook, Pepsi Social Media, Refresh Everything, Social Media Marketing, Super Bowl Advertising
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Spike in Grammy Viewership Outcome of Social and Digital Media?

February

2010

The Grammys included a heavy integration of social networking sites and digital elements, engaging the 26.6 million viewers that tuned in.

Christine Pepin
Media Coordinator

Although awards shows in general are on the decline in terms of viewership, Sunday night’s Grammys brought in a 25% increase over the event in 2009. There were several elements centered on the evening’s performance that aided in generating social media buzz before, during and after the show:

1- The Grammy’s iPhone app, giving user’s the change to guess award winners and access trivia.

2- The “We’re All Fans” site (such as Lady Gaga) that allowed fans to track up-to-the minute dialogue, live photos and other information from 16 different artists at the show.

3- The opportunity for fans to cast their vote to determine which of three songs Bon Jovi would play at their first Grammy performance.

4- The live 72-hour broadcast on Grammy Live! featuring backstage footage, videos, photos, news reports and artist interviews.

One reported missed opportunity was the lack of effort taken by iTunes and Target to take advantage of the real-time communication. Only one tweet was sent by Target and iTunes, rather than a constant engagement with Tweets and reTweets to download music from winning artists or special Grammy albums.

Here’s the breakdown of some social media stats from Mashable from the “We’re All Fans” campaign:

125,760 Facebook Fans
48,776 Twitter Followers
1,505,838 combined views on YouTube for the “We’re All Fans” campaign videos
2,050,699 combined views on Grammy.com for the “We’re All Fans” campaign videos
The Grammys were a trending topic on Twitter for more than four

For any Lady Gaga fans- check out these statistics on how she’s been using social media to increase her popularity.

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Google rolls out click-to-call for AdWords

February

2010

Keith Vera
Client Services Manager
After a successful testing of the new AdWords click-to-call feature, Google has rolled out the service to all paid-search advertisers. AdWords click to call now “makes it even easier for potential customers to reach you by adding a location-specific business phone number in ads that appear on mobile devices with full internet [...]

Keith Vera
Client Services Manager

After a successful testing of the new AdWords click-to-call feature, Google has rolled out the service to all paid-search advertisers. AdWords click to call now “makes it even easier for potential customers to reach you by adding a location-specific business phone number in ads that appear on mobile devices with full internet browsers”. Phones with full browser capability that can show standard HTML web pages, like the iPhone, will allow phone number in the ads to be clicked to make phone calls direct to a business. The ads can be served based on a users specific location, automatically displaying the business location closest to the user.

View how click-to-call adverting works, shown in the Google Mobile (Ad)itude video:
Mobile [Ad]itude 9 with Meredith: Click to Call Ads

Costs to advertisers are the same as the cost for a click, which is a very cost effective way to generate calls to a business. Let us know what you think of the new click-to-call AdWords feature, and if you’ve seen the same type of boost in click-through rates that trail participants reported.

Tags: click to call, Google AdWords
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