So everyone's got their panties in a twist over the BIC for Her pen situation. It's being called a social media disaster, a debacle and, yes, yet another example of a brand asleep at the social media steering wheel. These are all valid points. But, perhaps, not to the degree we inside the inner circles of marketing would like them to be.
Writing in Advertising Age today, B.L Ochman, who is one of the most astute, bright and wonderfully friendly people on the planet wrote, "Judging by their clueless lack of response, BIC richly deserves its place in the anals of online brand goofs."
Pointing out how many missteps the brand took in this situation, Ochman continued, "Despite the fact that the buzz has been growing for weeks, the brand did not have the foresight to secure @BicForHer on Twitter, where a spoof account has already been launched, nor did they buy the URL www.bicforher.com, which is available for $12.99. A Tumblr blog is chronicling the funniest reviews and blog posts. An ad for BIC for Her launched last week, and is fast picking up derisive comments on YouTube. And through it all, BIC is silent."
If you are an agency or a brand trying to decide whether or not social media marketing is worth the investment, consider these numbers from recent studies of social media users:
- 78% are directly influenced by branded posts when making purchases
- 74% encourage friends to try new products
- 80% try new things based on friends' suggestions
Given that Facebook alone has nearly a billion users, the possibilities are too significant to ignore. But how does a brand tap into the full potential of social media marketing? A new best practices ROI report from Wildfire, part of the Adrants white paper series, focuses on 6 social marketing success stories from 5 different industries, each demonstrating a significant positive ROI for the featured brand.
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Well this is kind of creepy. Perhaps you've heard of the If I Die Facebook app. It allows you to set up your "last words" to be published on Facebook when you die. To promote the service, Mizbala Group and twentythree have launched If I Die First, a campaign that hypes the service and promises that if you are the first user to die, your last words will be featured on Mashable and elsewhere. All in the name of lasting world fame, or so the campaign claims.
Campaign or not, the first person using the service who dies is going to be news anyway. Why? Because we love twisted shit like this
The Pfaff Tweet Race is said to be the first contest of its kind. The idea is simple: it's a virtual race for a real car.
The race began this morning at 8:00 A.M. EST and users can join the race by signing in with their Twitter account at PfaffTweetRace.com. The first ten contestants to gain 2,500 new Twitter followers will each win a key. One of those keys unlocks the door to a 2013 Audi A4 with a one-year lease and a tuning package worth $5000 from Pfaff Auto.
When posting on your brand's Facebook fan page, you're limited only by your imagination (and, of course, your brand's corporate policies). But no matter what content type or subject matter you choose to post, according to Wildfire, there are six fundamental messaging strategies that you should always follow to maximize fan engagement. In this white paper, part of the Adrants white paper series, Wildfire will show you real-life examples of:
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- The one topic fans always like to talk about
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to see how smart brands are using these six proven strategies to tap into fan passions, trigger engagement, and make fans feel like VIPs.
All while acknowledging the initial carnal desire two humans may have over one another with its "headless breasts" ad, Axe is also continuing its Susan Glenn trajectory. If you recall, the brand ran an ad that featured Kiefer Sutherland who lamented the day when his Susan Glenn, the woman of his dreams, slipped away. That work is quite brilliant.
The brand is continuing in that vein by helping men find their own Susan Glenns. A six-episode video series, a Facebook page and a Fear No Susan Glenn website that allows guys to upload images of their Susan Glenn to a virtual Times Square billboard (which can then be shared with one's Susan Glenn) - all aim to help men reconnect with their lost loves.
It's an intriguing approach for a brand that always has (and still does) focus mainly on initial sexual attraction as its mainstay.
On average, just 17 percent of a brand's Facebook fans share a campaign with friends and family. But top-performing social brands get 39 percent of their fans to share their campaigns. Compared to the average, these top performing brands achieve:
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What's their secret? To find out, Wildfire analyzed 10,000 Facebook campaigns from a 9-month period. In this report
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The Dave Matthews Band is inviting fans to take part in the creation of a video for its latest single, Mercy. Those who complete one or more photo and/or video tasks just might find their images featured in the video. The winner will be awarded a trip to the final show of Dave Matthews Band's summer tour which will take place at Shoreline Amphitheater in Mountain View, CA on September 9.
It's not sexy. Nor is it exciting. But it is Ovaltine's first foray into social media so let's go easy on them. Like a baby taking its first steps, Ovaltine decided not to bite off more than it could chew when it came up with a Facebook app that helps parents turn the adorable things their kids say into art.
Called Quotagraph, the app, created by Marcus Thomas, let's parents enter a quote and then choose a design. Yea, it's really that simple. The app will be promoted on the brand's Facebook page (obvi), banners on mom-focused sites and through promotional partnerships with mommy bloggers.
If you haven't been sleeping under a rock then you know social media has quickly become one of the preferred methods for brands to interact with consumers. When done right, social media can foster meaningful relationships between brands and consumers that never could have existed before.
A new report from Kenshoo, part of the Adrants white paper series, is the first of several from digital marketing shop Resolution Media and Kenshoo Social. The report looks at global trends in social media, with a specific focus on Facebook Marketplace ads, and offers actionable insights and metrics for brand advertisers. The report introduces Exposure Rate, a new metric that gives more meaning to reach.
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