Merging of Traditional Media, SEM and Social Marketing
From the category archives:
Good post by Voltier.com where they interviewed several prominent people about social media marketing. The experts on the hot seat were:
Some of the highlights from the panel were:
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We are really excited that social media leader Neil Patel has agreed to be the interviewed in our social media optimization series.
Neil Patel is the founder of Advantage Consulting Services which was started in 2002. He has lead Internet marketing strategies for small and medium sized businesses as well as top companies such as Hewlett Packard and Wal-Mart.
In the interview Neil talks about his thoughts on social media as well as what SMO strategies he is advising clients to use, and which ones to avoid.
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Everyone is looking to create buzz online, so it is no surprise to hear that Petco is using user-submitted videos in its latest marketing campaign.
The contest, a variation of America’s funniest pet tricks, asked people to upload to Petco’s web site a one-minute video of their dog or cat performing the winning pet trick. Petco then had their site visitors vote on their favorite video to decide the contest winner, who received a trip for two to Los Angeles and a role for the pet in an upcoming Petco advertising campaign. Not a bad deal.
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We are really excited that social media leader Cameron Olthuis has agreed to be the interviewed in our social media optimization series. Cameron is CEO of a media startup that is currently in stealth mode and his blog is a must read for anyone interested in social media ad search.
Cameron, you are one of the early evangelists of social media optimization. Can you tell me about your decision get involved in this market?
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Interesting study from Nielsen BuzzMetrics called The Origin & Impact of CPG New Product Buzz(PDF). After analyzing blog buzz volume, ad spending, purchase intentions and actual product sales, Nielsen found the best predictor of buzz for newly launched consumer packaged goods is a large advertising budget.
Well that was the lead paragraph in the Internet Retailer article, which went on to say:
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Wal-Mart is making yet another attempt to add social media to its web site according to Advertising Age. Wal-Mart which has failed miserably in its other social media attempts has decided that that consumer-generated content is the new way to go.
Wal-Mart’s previous social media attempts included a MySpace-like offering aimed at teens was a miserably failure and was shut down after less than three months. It failed mainly because Wal-Mart screened all the content, informed parents when their children joined and forbade users to e-mail one another. Wal-Mart tried again earlier this year with a travelogue “blog” that it was forced to stop when news got out that the blog was created and paid for by its PR firm.
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When Borders announced that they were partnering with the social networking site Gather.com I was not in favor of the partnership. I think my quote was:
The fact that they chose Gather.com and not Facebook.com indicates to me that Borders is not really serious about social marketing. Combined with a press release that basically says if this doesn’t work we will try something new in 3 months tells me that this relationship will slowly fade out by summer.
Well it is summer, and the Borders-Gathers.com relationship is still going strong. Borders is finding out that social networks can increase sales of books.
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In the past I have written about the positive impact that user-generated content can have on sales. But what happens if someone writes a negative post, article or review of one of your products? For many marketing managers, the threat of a negative review is enough to make sure that there is not user-generated content on their site. But is this is right move?
Well Joan Voight in a recent Adweek article pointed out that more and more companies are moving towards user-generated content and customer reviews.
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We are really excited that Rohit Bhargava, Vice President, Interactive Marketing Ogilvy Public Relations and the person who coined the term social media optimization has agreed to be the interviewed in our social media optimization series.
Rohit leads the interactive marketing team at Ogilvy Public Relations Worldwide in Washington DC and is a founding member of the 360 Digital Influence team at Ogilvy. He is a frequent speaker at industry events and is a specialist in combining “traditional” interactive marketing efforts with innovative social media marketing strategy to help clients succeed in the new media landscape. His current list of clients includes Intel, Johnson & Johnson, Lenovo, and Unilever. Prior to joining Ogilvy PR, he was Executive Producer of the interactive team at Leo Burnett in Sydney, Australia and has worked internationally in several countries. He authors the popular marketing blog Influential Marketing and recently signed a deal to publish his first marketing book with McGraw-Hill.
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Interesting survey of 2,000 Canadian shoppers by J.C. Williams Group. The fact that users trust the opinions of others when buying a product is not news. What is newsworthy is that Canadians trust reviews on e-commerce sites almost twice as much as those in traditional media sources like newspapers and magazines.
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