The social graph. Data portability. Privacy. Data control. These are the pressing issues marketers face (or should be) when it comes to social media and how everyone (publishers, advertisers and users) can play nice together and all win. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on this topic.
Time to lose the training wheels
First off, I'll state that I'm not getting onto the "let's tear down Facebook bandwagon." I have a tempered attitude towards the changing social networking landscape - as much as I do enjoy a well-placed tirade. There are a lot of people predicting Facebook's demise, but the fact is there are a lot of smart parties at the table with an interest in not imploding. I'd rather talk about more fundamental forces, largely external to Facebook that will contribute to shifts, particularly as it relates to privacy, data and ad relevancy.
In short, I believe that social networking sites have acted as the training wheels for our online social aptitude. They have allowed us to discover and explore the potential for social networking, while developing the foundation for a broader and truly distributed online experience. We're about ready to take off the training wheels.
This is a guest post by Big Fuel Communications CEO Avi Savar. If you've every wanted to know anything about mommy bloggers and what brands are doing in this space then this article id for you.
Did Mom invent social media? Some say she did. And there is no arguing that she is driving it and helping it to evolve. There are 82 million moms across the U.S. of all ages. That's right, 82 million. And 26 million of them are mommy bloggers. And they are grassroots, Oprah-like brand advocates with loyal followers who can change the trajectory of a brand and its products.
- A book of human billboards. Relive the trendlet.
- Bald man buys hair for car with loan from Santander.
- SponsoredTweets has converted its offering from a flat fee to a cost per click model.
- A new book, Idle Idol: The Japanese Mascot is out and will highlight some of the weirder brand mascots that have appeared over the years.
- Internet advertising revenues in the U.S. hit $5.9 billion for the first quarter of 2010, representing a 7.5 percent increase over the same period in 2009, according to the numbers released today by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC).
- Want to know what's going on over at crowdsourcing agency Victor & Spoils? Check out CEo john Winsor's blog.
With more brands jumping on the bandwagon, a PQ Media study found social media sponsorships grew 13.9% to $46 million in 2009.
PQ Media defines social media sponsorships as "a digital word-of-mouth marketing segment in which brands provide material compensation, such as cash, products, points or trips, to social media content creators to promote and/or review their products and services through long-form text or status updates, often with accompanying visuals."
It's not like we didn't already know this but once in a while it's nice to have a study in the back pocket to whip out when that crusty old client or agency head refuses to believe what you're telling them.
This study, from mobile company ChaCha, informs...wait for it...teens prefer text as their primary means of communication. In a recent survey of 1,500 teens and young adults, 67.53 percent of respondents mentioned mobile text as their favorite way to communicate. That preference far surpassed all other modes of communication such as mobile voice (9.22 percent) and Facebook (8.84 percent).
- McDonald's. Still telling "people" it's a good thing to reward good grades with crappy food.
- Another middle-aged, white Republican walks the line with a pro-racial profiling ad. If you think about it, stereotypes are just assumptions based on past history. It's like a scientist making a hypothesis. So is this ad really that offensive?
- Despite Microsoft's Bing, Google still leads share of search with 71.4 percent in April, up from 69.97 percent in March. Bing fell from 9.62 percent in March to 9.43 percent in April.
- Witty. Instead of just telling people to Shave Everywhere, Philips Norelco is now telling people "Deforest Yourself. Reforest the World." How very green of them.
- HP is sponsoring the 2010 Cannes Young Lions Competition.
- @^% the brands that are @^%ing the people.
Of the 52 professionally produced ads by advertising agencies and aired during the 2010 Super Bowl, 100 percent of the creative directors were white, with only 6 percent of them being women. That's one of the findings in a new study from the NAACP to be released today at a press conference in New York.
The study was done by Dr. Richard Lapchick and a team of graduate students at the request of the Madison Avenue Project, an initiative of Mehri & Skalet, PLLC, and the NAACP.
Click. Make Me Big
Don't you love when a company jumps on a hot topic for their own gain? Hey, who can blame? After all, that's what it's all about, right? Call it opportunistic marketing or whatever you want but everyone does it. Including WiseWindow which is out with its latest Mass Opinion Business Intelligence study examining the public's sentiment towards Tiger Woods.
Mostly, the study set out to determine how the man is rehabilitating his public image and whether or not his sponsorship value can make a come back. Using web crawling techniques and cloud computing rather than keyword analysis, the methodology aims to discover unsolicited opinions. Which, when you think about it, is probably a whole lot more accurate than the spastic rantings you see on Twitter.
Anyway, according to MOBI findings, people are talking less about Woods' infidelities and more about his golfing career, something Woods and his team are likely quite pleased about. But like all scandals, what's really happening is that people are just bored with the topic and they've moved on. They will forget and before you know it, brands will, again, be begging Woods to pimp their products.
- In 2010 32.5 percent of the $368 billion marketers plan to spend will go towards digital with 30.3 percent spent on print.
- GlaxoSmith Kline wistfully tricks us into cervical cancer awareness.
- Make the Logo Bigger writes, "First P&G gave mom props during the Olympics, now Dove looks like they're seconding the motion during the Oscars. (Or maybe mom only gets the love during events beginning with O? (Came. Out. Wrong.)"
- Like that trick where you pull the table cloth out from under the dishes? Then you'll love this grand scale version from BWW.
- Alright. Alright. Alright. We'll link to your stupid snailpaper video. Now can you please stop sending us three emails a day?
- Chat Roulette gets augmented with advertising.
What most Super Bowl ad results studies fail to address is the true effectiveness of the ad. In other words, did it sell stuff for the brand? Only the brand can truthfully tell us that. But that hasn't stopped anyone placing various levels of credence on any study that happens to find its way to a press release.
Not that anyone cares three weeks after the game but a recent study conducted by Sands research using lectroencephalography (EEG) recordings and eye-tracking found VW's Punch Dub commercial to be the top ad. By quite a margin. That ad was followed by Vizio's Frge, Budweiser's Bridge, Google's Parisian Love and Brigstone's Whale of a Tail.
Sand Research Chairman and Chief Science Officer Stephen Sands explained the study's methodology, saying, "By conducting neuromedia analysis based on EEG readings rather than recall or more unreliable instant analysis peripheral measures such as heart rate, we are able to effectively determine the dimensions on which commercials are engaging viewers, and also an ad's chance for success."
Um...whatever. These studies are like advertising awards. They are pointless and mean nothing. The only thing that matters is sales. OK, maybe some squishy brand identity bullshit is fine once in a while when the stock price needs to be tweaked but an ad's "creativity," it's "recall" or its "likability" has little do do with the all important bottom line.
Click the image in this article to see the full results of the study.