In a presentation about the future of social media at Le Web, industry analyst Jeremiah Owyang called 2011 the year of integration. Integration, you scoff? The ad industry tried that already, right? Well what Owyang is talking about is a bit different. He's not talking about pulling together several advertising-related functional areas into one giant holding company. He's talking about permeating the practice of social media across and throughout a company's DNA.
Social media efforts will integrate across across all departments from marketing to customer service to the customer themselves. A polished "Director of Social Media" will understand the purpose of aggregation and curation, the importance of socialized advertising, the need to create brand advocates among customers, the necessity of tying social media programs to and brand's CRM systems and, above all, to speak the language of the Board Room.
- Absolut is out with an iPad version of its Drinkspiration app.
- To help raise money for the United Way, Colle+McVoy has launched Happy Exchange where everyone is invited to join the effort by posting their smile for just $1.
- Calling McDonald's a "hip hangout" is never a good thing. Especially in a forced product placement.
- Former buy.at executives have launched Performance Horizon Group which is out with new products aimed at improving campaign management for agencies and lead generation for publishers.
- Gossip Girl's Blake Lively has been tapped (not literally, of course...because that would be gross) by Karl Lagerfeld to front his Winter/Spring 2011 Chanel ad campaign.
Not anywhere near as successful as Old Spice's customized video campaign, Axciom is out with a video campaign for Dell featuring a Dr. Ashley, P.D.A. (hahaha) who asks viewers to tweet him on Twitter at @AskDrAshley to, well, thumb wrestle him.
It's all to promote Dell's Streak. And it's lame. Very, very lame. But that's just our opinion, of course. You may feel otherwise. Not everyone aspires to be The Man You Wish Your Man Could Smell Like. No. Some people aspire to become an argyle sock-wearing geek with bad hair. To each their own.
First came Like. Then came Twitter. Then came Foursquare sitting in a Gap ad. OK, so that doesn't rhyme as well as the original but the point we're trying to make is that Foursquare has graduated to the level of relevancy that it can bnow be included as a call to action just like the URL and Twitter before it always were.
A new campaign for Gap features an Add to Foursquare button which, when clicked, adds a Gap To Do and offers a 30 percent discount. Mashable reports the online ads are also location aware allowing the To Do associated with a store to pop up when a person is nearby the location they choose.
180LA is out with new work for Sony's new Bloggie Touch. Launching this week, the campaign is going after 18-25 year olds. The campaign will include a contest and Facebook application, with webcam upload and video editor built in, that lets consumers create their own "You had to be there" video.
Running until January 10, participants will have a chance to win Sony Bloggie Touch cameras with the Grand Prize Winner getting a VIP package for two to SXSW Music in March 2011.
Soliel Moon Frye, AKA Punky Brewster, who used to be a bigger celebrity - in more ways than one - than she is today, gets the big bucks for paid tweets according to her listing on IZEA's Sponsored Tweets.
Frye has 1,519,400 followers and a Klout score of 70.57 so she's likely worth the investment. And besides, she's really nice, too.
On the other end of the scale, Shavar Ross, who played the role of Arnold's friend Dudley on Diff'rent Strokes, gets just $15.29 per tweet. Damn, those Diff'rent Strokes kids just can't catch a break. But he does fare better than porn star Jerzi Lynn who commands $3.46 per tweet.
And Lindsay Lohan? She gets $2,985. But she hasn't tweeted since September 26 (hmm, wonder why) so she might not be the best buy for a marketer right about now.
Writing on Advertising Age, brand strategists and author Jonathan Salem Baskin wrote, "The conventional wisdom of social marketing is an effort to breathe new life into the all but dead presumptions of branding, only with one small catch: It can't make it work, and the only way anybody can claim otherwise is to fudge the stats, time frames and expectations for tangible results."
Damn, dude! Them's fightin' words! You're going to have the social media guru army all over you in a matter of minutes. But you know what? You're right. Well, mostly. Social media isn't the cure to everything. It can help. But not to the seeming exclusion of all other forms of marketing...which appears to be what's happening these days.
The Bordeaux Wine Council is out with Bottles Away (demo), a Facebok application that challenges players to pick six wines from the shelves in 60 seconds that add up to $100 or less. At the end of your sixty seconds, the player is given the names and availability of the wines he or she has selected.
Playboy's The Smoking Jacket took a long look at Facebook and Linked in, pitted them against each other in an infographic grudge match and determined LinkedIn would come out on top. As it turns out, it's a battle between the tween/teen set and corporate stiffs. Unsexy as it may be, the corporate stiffs still have the upper hand.
See the full-on battle here.
- It's not in English but the point is pretty clear: curling is a very, very strange sport.
- Amazon is out with a couple of less threatening Kindle ads that decidedly do not go head to head with Apple's iPad.
- Be sure to check out this week's Beancast in which some idiot named Steve Hall tries to sound like he knows what he's talking about when it comes to Facebook's new Deals offering.
- Murray Newlands is out with a new book, How to Make A Blog Book. Check out the Facebook page too.
- If you're Gossip Girl fan, you'll likely want to check out Leighton Meester in the new Vera Wang campaign when it breaks next summer. It's currently being shot in New York.