November 22, 2007
links for 2007-11-22
Interesting experiment on the lasting effects of being Digged to the front page of Digg
November 21, 2007
Marketing vs. PR vs. Advertising vs. Branding
This graphic is pretty funny - even though I have become a little jaded about the term "branding" (via Digital Demystified)...
For me it's Facebook...not really into Myspace :)
(for RSS subscribers who subscribe and cannot see the attachment - click here)
(via Branding Blog)
What can happen when people believe in you
Just found this video on my friend Tom Asacker's site and had to put it up here as well...if this does not move you I am not sure what will...
(Forr RSS subscribers who cannot see the video - click here)
links for 2007-11-21
Articel on how advertisers have to be able to keep their promises , else the ads will result in wasted money.
crowd-based association game
November 17, 2007
links for 2007-11-17
Great article on the effect of text plan pricing on the texting behavior of users
November 15, 2007
Measuring ROI on social media investments
A lot of people and companies are struggling to come up with good ways to define an ROI for social media investments - Patrick Schaber's recent post on the topic is just one of the many thoughtful pieces on the topic.
The key to measuring your investments in social media is to first define what it is you are trying to do - are you trying to increase sales, improve the SEO of your site, get more new product ideas into your new product development funnel, trying to improve customer service, or enhance your PR by getting a bigger share of voice in the social media space? And yes, you can do all that with various social media strategies - we have case studies in each and every one of them.
So once you have defined what it is you want to do - measure it the same way you would measure any other program deployed for that same purpose. If you already track idea sources and various percentages to gauge the success of your new product development pipeline, just add a category for the new social media-based community and measure everything else the same way. If you want to increase sales, just measure the efficacy of the social media based campaign the same way you would measure any other lead generation program. And if PR/awareness in the social media space is your goal, then there are many more tools at your disposal in the social media space to measure progress than there are in traditional media. One bonus of social media-based programs is that they will impact multiple marketing functions much more so than traditional marketing programs. So in effect you might develop an ROI in one area and see the cost of doing business in other areas go down at the same time.
Now, the real problem is that we measure traditional marketing programs the wrong way. Almost everything in traditional measurement programs is customer transaction-based - how much will it cost to get a customer to buy...ONCE. What we really want to measure is how programs affect a customer's life-cycle value - including his/her ability to influence others in making buying decisions. The other problem with most traditional measurement yardsticks - and ROI is perhaps the most famous of them - is that they are trailing indicators, not leading indicators. Not enough companies measure things in ways that give them indications of where their business is going, or how sucessful add-on programs will be.
We are currently working with Deloitte on a research project to uncover how companies are measuring the progress and success of various social media-based external communities. If you would like to help with that or if you have opinions on the subject, feel free to email me at francois [at] emergencemarketing [dot] com.
links for 2007-11-15
Interesting analysis of what makes a good ad slogan...
Social networker going mobile, and owning more tech...
November 14, 2007
Fun Viagra ads
While on the topic of ads - here are a couple of clever Viagra ads :)
(via Ads of the World)
Mercedes making fun of blondes
Even though I would never buy a Mercedes again (check Mercedes customer service on Google if you wonder why, or check those posts, some which got the highest number of comments on this blog - here, here and here), I thought this ad was worth posting...
(RSS subscribers who cannot see the video - click here).
links for 2007-11-14
Finally, a filter to eliminate stupid comments...
November 13, 2007
The end of advertising as we know it
A new study by the IBM Institute for Business Value predicts that the next 5 years will hold more change for the advertising industry than the previous 50 did (here for executive summary, and here for full pdf report of the study).
Based on a survey of 2,400 consumers and feedback from 80 advertising execs, they see four change drivers that will shift control within the Industry:
Attention - consumers are increasingly in control of where they direct their attention. And not just by using Tivo-like products which enable them to skip ads and watch what they want when they want it, but because of a fundamental shift from TV usage to PC usage. 71% of the survey respondents use the Internet more than 2 hours a day, with only 48% spending equivalent time watching TV. 19% spend six hours or more on a PC with just 9% watching that much TV.
Creativity - consumers now have the tools to create their own user-generated and peer-delivered content. User generated content sites are already the top destinations for viewing online video, attracting 39% of the survey respondents.
Measurement - advertising executives predict that 20% of all advertising dollars will shift from impression-based models to impact-based models within 3 years.
Advertising inventories - ad space is increasingly available through open exchanges instead of proprietary channels that were controlled by broadcasters.
Based on these drivers, and considering that two of them have a high degree of uncertainty - the attention driver and the open inventory driver - the study envisions 4 possible scenarios for 2012:
Continued Evolution: One to many still dominates but thanks to DVR's, increased penetration of CGC and better measurement techniques, a greater portion of direct marketing dollars gets allocated to channels typically used for brand oriented advertising.
Open Exchange: Not much changes in this scenario other than most inventory gets bought through open exchanges.
Consumer Choice: In this scenario the user takes full control of the way ads get viewed and filtered.
Ad Marketplace: In this one the consumer choose preferred ad types as part of self-programming their media choices and are more involved with the creation and distribution of the ads.
Here is how the study predicts advertising spend allocation will evolve over the next 3 years:
This one is quite funny...
November 12, 2007
links for 2007-11-12
Ticket counters will start flying out of Reagan airport...Africa is a country with a desease...Too many OB-GYNs aren’t able to practice their love with women all across this country... Actually pretty sad...
Whole Foods HR policy prohibiting execs to post comments on any non-Whole Foods web site... real dumb idea
November 10, 2007
links for 2007-11-10
November 8, 2007
links for 2007-11-08
November 7, 2007
History repeats itself - ad skipping in 1934
This article in the April 4th edition of Modern Mechanix reminds us that many new ideas are...well not so new after all - "Radio listeners who dislike advertising announcements and long speeches will welcome a new invention that automatically shuts off voice programs."
(via MIT's Advertising Lab)
November 5, 2007
Facebook vs. OpenSocial API
It is interesting to read about the new Google OpenSocial API. Jeremiah Owyang had a great article on his blog about it last week - titled: Explaining OpenSocial to your Executives. The mainstream media jumped on the bandwagon trying to explain things.
But my favorite analysis comes from Don Dodge - 50M Facebook users don't care about OpenSocial APIs. Sure, he comes to the discussion with a Microsoft bias - but who in their right mind thinks that non-geeks will abandon Facebook and flock to OpenSocial apps? Is OpenSocial likely to drive new traffic to MySpace? Would I want to be listed as a friend of someone I "friended" (amazing how things tend to become verbs) on LinkedIn who has a personal profile on MySpace?
November 1, 2007
Amazing to see how many marketers spam...
Almost 10 years after the ClueTrain you would expect marketing professionals to no longer spam - especially not in social media based marketing networking groups. Yet that is exactly what happens all the time. I must be spending an hour a week cleaning up spam in the Marketing 2.0 group on Facebook which I created a couple of months ago.
Sometimes I just yank the spam, sometimes I write a note to the author, especially when it is somewhat borderline, sometimes I get pissy, especially when there is a lot. Spam ranges from get rich quick schemes and incredible-sounding offers to people just adding a link to their company or blog without engaging in the conversation. Sometime people I write notes to take it well, sometimes I never hear from them and sometimes they get mad. One guy, who kept plastering the group with a link to his blog, sent me emails adding up to almost 1,200 words now - telling me that I did not understand the meaning of the word spam, that he would "interpret (my) note as a stupid act by a guy who's intelligent in at least some respects," and eventually graduating to telling me that "The so-called Web 2.0 world doesn't need another pompous ass." ...he also told me that I should apologize.
Maybe I should follow Chris Anderson's lead and just have a note in the group that lists those people who do not get it.
...but wait, it was the threat of doing exactly that which sent the poor chap over the edge...so this could actually be a dangerous course of action :)