Archive for the ‘Brand Marketing’ Category
Is advertising on Facebook best suited to branding
I am out at Affiliate Summit in Las Vegas and I had an interesting conversation with Carsten Cumbrowski about advertising on social networks, specifically Facebook Carsten made argument that Facebook can be a very good site to advertise on from a branding perspective.
The king of branding is traditional media. When you advertise on traditional media like TV, radio or print, it is always difficult to tell how well the campaign performed from a conversion perspective. You can estimate that X number of people heard, watched or read your ad, but that is about all. Your advertising campaign builds brand awareness and share of mind, which ultimately leads to more sales, but it is very difficult to translate one specific ad to that sale.
Filed under Brand Marketing, Social Media Optimization : Comments (4) : Feb 24th, 2008
Looking Towards Web 3.0
When someone talks about Web 2.0, they are usually referring to the current interactive phase of internet development, defined by blogging, social networking and “wiki” sites built with user-generated content.
But what is the next evolution? What is web 3.0? In an article in the Financial Times Dawn Bebe, managing director of the UK’s first social shopping site for women, Osoyou.com, ventures a guess that “The next evolution for the web is social networks that have a purpose - vertical social networks”
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (4) : Feb 20th, 2008
Will ads drive users away from social networks?
Earlier this week I wrote about how Forrester was recommending to their clients that they advertise on social networks because the cost is cheap, relative to other advertising opportunities. So it was pretty timely of BusinessWeek to have a article about how many users are spending less time on socal networking sites because they are annoyed with the ad deluge.
From the BusinessWeek article:
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (5) : Feb 14th, 2008
Forrester is advising clients to advertise on social networks
E-consultancy had an interesting post about Forrester Research who are advising clients that a recession is the time to be advertising on social networks. As Forrester put it:
Social applications in particular, such as communities and social networking sites, are cost-effective and have a measurable impact on prospects’ decisions in the consideration stage, which will be important to companies under recessionary pressures.
This is an interesting position for Forrester to take as social networks have not exactly been a boon for most advertisers. In their paper Forrester makes two points why this is a good time to switch your advertising dollars to social networks. The first point is:
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (3) : Feb 12th, 2008
Is MySpace A Google Killer
It was July 19th, 2005 when Robert Murdoch surprised Wall Street when he spent $580m to purchase MySpace, So how does the investment look 2 1/2 years later?
When Murdoch bought MySpace it was predominately a US social network. Today it is a worldwide force with 24 local versions. Besides introducing new musicians and playing host to amateur filmmakers, MySpace is also signing artists to its own record label and developing online video series. Earlier this month it introduced a content guide called MySpace Celebrity.
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (8) : Jan 28th, 2008
What we can learn from the Presidential Campaign
Two weeks ago in New Hampshire we had the first presidential primary. As the candidates were campaigning hard in our small stare, and the media was in a tizzy over who will win, I realized how similar politics are to social media marketing. A recent article in Advertising Age about marketing to CMO’s brought home to me the similarities and what marketers can learn from political campaigns.
Think about how politicians go about building a brand (themselves). At least in New Hampshire, political campaigns are ground roots campaigns. Politicians build a community of passionate advocates who share their beliefs. That way the conversation becomes talk among people who believe in the same things, and speak the same language.
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (3) : Jan 25th, 2008
Responding to Negative Comments
If you took a survey of senior marketing executives and ask them what concerns them most about social media marketing the number one answer will be the inability to control what people write about a brand online.
It takes a big leap of faith to let go and let others control or define the marketing message. Advertising Age (Paid) had an interesting article on this recently and one of the points they brought up was what better way to engage people in your message and the language surrounding your brand than to engage them in a dialogue about it?
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (7) : Jan 22nd, 2008
Sponsorships On Social Networks
There are a lot of senior executives trying to figure out how social networking can enhance their brand images and perhaps even boost sales. In fact, the position of “chief social media officer” has joined the pantheon of executives in the C-level suite, according to Richard Feinberg, director of the Center for Customer-Driven Quality at Purdue University.
“Businesses that don’t participate are going to be left behind,” he told CRM Buyer. “It may not be critical yet this year, but it’s going to be in the future.”
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (4) : Jan 16th, 2008
Indianapolis Colts Go Social
I have written in the past that social networks should be ripe areas for sports teams. One team that has been very active in building their presence online is the Indianapolis Colts.
According to the Indianapolis Star the Colts web audience also has grown about 30% a year for the past four or five years — now totaling 8 million unique visitors a year.
The Colts have an official site (www.Colts.com) which includes team news, multimedia video, photos of players and cheerleaders, the Forum Credit Union fan forum and a virtual tour of Lucas Oil Stadium.
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (5) : Jan 8th, 2008
The Queen Does YouTube
If you are British, or have lived in a country that is part of the commonwealth, then Christmas Day means watching the Queen giving here annual Christmas Day speech. Expect this year instead of watching the speech on BBC America, I opened up my laptop and went online to watch the speech on YouTube.
The British monarchy has launched its own YouTube channel called The Royal Channel. The Royal Channel was launched on December 24th and it includes footage of royal-related events, including garden parties, funerals and a documentary called “Long to Reign Over Us,” about the monarchy. There is also the queen’s first-ever televised Christmas message, which took place 50 years ago, in 1957.
Filed under Brand Marketing, Social Media Marketing, Social Media Optimization : Comments (5) : Dec 26th, 2007
