Marketers have accepted that social media is now a fundamental part of brand building but putting that theory into action is still a challenge as many struggle with how to use social engagement effectively. Social efforts do not represent a standalone solution and need the scale and consistency of paid and owned media.
In this report, part of the Adrants whitepaper series, Forrester identifies three ways in which social media can help marketers' brand building efforts by: 1) building a relationship to become more trusted; 2) differentiating through an emotional connection to become more remarkable and unmistakable; and 3) nurturing loyal fans to become more essential.
Download this report now and learn how social media can positively change your brand building.
For two and a half years, Cornelius Trunchpole had the entire ad industry following his antics. We guessed many times as to who was behind the figure but we were wrong every time. Today, Cornelius has revealed himself to be Gabriel Miller, a copywriter from London who worked at TBWA London for four years and now freelances for Chevrolet and Coke.
Check out this AdWeek Six Questions interview to meet the man behind one of the longest running, most interesting social media sagas ever created. We salute you, Gabriel!
As part of a project at The Copenhagen Institute of Interaction Design, Andrew Spitz and Kat Zorina developed an Instagram-based campaign for VELUX windows. Working with the knowledge that when people look up through a VELUX skylight, the have to stand a certain way. The pair called this "the VELUX pose."
To capture the VELUX pose, Spitz and Zorina crafted a device that would hold an iPhone to that people would have to look up at it. They then placed the device on the streets of Copenhagen and took pictures of people. Those whose pictures were taken could then use a connected iPad to upload images to their Instagram account and tag then with #theveluxpose. Currently, there are 55 images with that hashtag on Instagram.
We can envision a campaign like this getting some fairly decent traction with more devices and more resource. We're sure Spitz and Zorina would love to help.
On a panel today at the IAB MIXX Conference during Advertising this week in New York, Facebook Director of Pricing and Measurement Brad Smallwood likened social media to the early days of TV which had no method of measurement until Arthur Nielsen introduced the rating point in 1950. He went on to argue that online marketers should focus on this system placing increased emphasis on reach and frequency rather than clicks.
As Todd Wasserman reports in Mashable, "Smallwood cited research from Nielsen (the company, not the founder) that showed a 0.07% correlation between high click-through rates and actual sales. Smallwood also rolled out some new data from a study conducted with Datalogix that found 99% of sales generated from online branding ad campaign came from consumers who saw ads, but didn't interact with them."
Read more of Todd's report here.
A new campaign from the brand whose sole mission is to make women's boobs look bigger than they really are, Wonderbra, is out with a new Digitas-created campaign. Print and outdoor ads, which debut tomorrow, will feature a fully clothed Adriana Cernanova. An app, entitled The Wonderbra Decoder, will detect a QR code on the ad and reveal what she is wearing underneath. All the usual social sharing options will be present as well.
Of the campaign, Wonderbra UK Marketing Manager Martina Alexander said, "We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique app consumers can reveal the Wonderbra behind the look. It's really female friendly and links to the outfit which was important to us."
Martina, we're quite sure this app will be very male friendly as well.
Social media has become a powerful tool in attracting a large number of inbound links at a low cost. In this whitepaper, part of the Adrants Whitepaper Series, HubSpot provides ten steps for brands seeking to get others to link to their site without spending a red cent on advertising or other promotions. From guest blog posts to contests to lists to content distribution strategies and more, the whitepaper provides how to tips as well as real world examples of the tips in action.
Download the free whitepaper now to find out how you can put social link building and inbound marketing to work for your brand.
Barbarian Group is out with some stellar new GE work that extends its recent work for the brand's GE Flyover work which takes people inside factories where GE technology is used.
In this version, visitors can select from one of three locations for each mission. These locations feature technology GE has placed in action and the goal is to highlight the people and the machines behind GE. Selections will be then voted upon and the GE helicopter will head out on its mission.
The work acts on recent GE and Buzzfeed study findings that indicate shared creative content yields far greater results than simple online paid placements.
It seems that no amount of publicized social media faux pauxs let alone general marketing faux pauxs over the past hundred years are able to prevent other brands from becoming bumbling idiots ripe for ridicule. Today's marketing dunce cap goes to Health provider HealthNet which saw fit to use a fake tweet on a billboard (spotted in Portland, Oregon) to promote its site.
The tweet, "Affordable, fits my biz needs - smart health plan #healthnetcares," reads as if it were written some social media buffoon with just enough pompous "guruism" to convince his clueless superiors "this will be a really cool billboard!"
With the rebirth of MySpace, introduced by a slick video featuring Justin Timberlake, new owner Specific Media (and Timberlake) is looking to get the social network's swagger back. The new look centers on a image-heavy, horizontal layout similar to Pinterest. Taking pragmatic view, the new MySpace incorporate "rivals" Twitter and Facebook but will remain focused on music.
Specific Media purchased MySpace for $35 millon from Rupert Murdoch after he, several years earlier, had paid $580 million.
In the video, we are told MySpace will be "staying true to our roots in one important way - empowering people to express themselves however they want." But let's be honest. That's a catch all phrase that will allow the entity to do pretty much whatever it wants.
In this Social Media Wrap Up September 2012 report, part of the Adrants whitepaper series, top marketing experts share their lessons learned and secrets on social media discussing everything from the basics to the most advanced techniques. The report, a collection of several short articles, will help you learn how your company should use social media as well as how to hire a social media agency or whether or not you should keep the position in-house.