Archives for posts with tag: marketing

Ed Keller and Brad Fay discuss the shortcomings of social media in their new book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace.  Brad Fay explains that the effectiveness of social media marketing lies in its ability to connect people.  In their research, Fay and Keller found that only 3% of product talk occurs online, with the remaining 97% occurring in person.  The key to advertising and marketing is to create a desire among people to talk about the product whether online or offline.

When creating a marketing strategy, keep in mind that popularity does not necessarily equal marketing success, and remember that you now must integrate social and traditional means to optimize success.  A marketing campaign may end up being popular, but without relevant content, it is necessarily going to be effective.  Content is still king.  Fay explains that the viral success of a commercial may not necessarily lead to person-to-person discussion about the actual product.  A marketing campaign should make people talk about the product or service, not about the campaign itself.

Brad Fay and Ed Keller certainly do not diminish social media marketing, but they emphasize social media to be used as a tool to enable discussions among people.  The focus of marketing, social or traditional, should be to transform customers into ambassadors of the brand.

When Google+ was released a little over a year ago, it was marketed as a competitor to Facebook.  While Google+ has failed to reach the level of popularity and profitability of Facebook, it has not failed as a site.  The potential of Google+ is in its being an extension of Google, not in its attempt to be a social networking site.

Insiders view Google+ as a tool for supporting already-established internet tools, such as Google and Youtube.  This month Google+ introduced more features designed to integrate different Google tools into its interface. The Events feature on Google+ will be compatible with Google calendar and allows you to invite people who are outside your circles.  Google+ connects the different Google tools, such as mail, google search, and now the calendar, into one organized site.

From our view, people don’t engage with companies on Google+ as much as they do on Facebook, which makes it less successful as a marketing tool.  From the recruiting standpoint, the vast majority of users aren’t active enough on the site to make Google+ as worthwhile as LinkedIn, or even Facebook, for this purpose.

Google+ does beat Facebook at video-chatting.  The Google+ video-chatting feature allows users to form “hangouts” with many users on site.  Organizations, such as news organizations, can use such hangouts to live-stream interviews and take questions from a virtual and interactive audience.  

Finally, the mobile site for Google+ is more accessible.  As mobile is becoming an increasingly important market for social media, the Google+’ user-friendly mobile app gives it a possible advantage against Facebook.

For more

Google’s creative new documentary, Project Re:Brief, takes four classic advertisements from Coca-Cola, Volvo, Alka-Seltzer, and Avis and re-imagines their message with the help of digital advertising. The new campaigns creatively combine the classic message of the original ads with today’s demands for interactive marketing.

The main challenge associated with the project was keeping the message the same as the original ads.  The goal was to update the ads to the current market while remaining true to their original intent–to what made the ads iconic.  Unlike one-way print or commercial advertising, digital advertising is meant to engage people–what better way to engage than by adding interactive elements to proven campaigns.  All four digital advertisements focused on creating an interactive and innovative experience, but Avis and Volvo’s ads are worth noting.

The Avis ad featured in the project originally featured their “We try harder” slogan.  The advertisers created an interactive marketing campaign where users’ stories are turned into short animated video clips.  Avis also encourages users to send in negative feedback so that they can improve as a company and live up to their slogan.

Volvo’s new digital ad drew inspiration from the powerful 1962 ad, “Drive it like you hate it”, which cleverly showcased the durability and longevity of Volvo.  Keeping this message in mind, advertisers created a new digital ad campaign in which anyone can track the progress of Irv Gordon, a man who has driven the same Volvo since 1966 as he approaches the 3-million-mile mark with his car.  Users can track his journey on Google Maps and even create their own road-trip adventures.  These campaigns show how digital has truly revolutionized the consumer experience.

Re:Brief communicates the idea that for a campaign to stand out in today’s social media-obsessed atmosphere, it must be engaging, interactive, and above all, have a timeless and relatable message.

The development of social media has revolutionized marketing and communication.  Even email has changed in response to the social media revolution.  During the past few years, the debate as to whether or not email is obsolete has surfaced.  Atos, a French information technology company, believes that internal email is unnecessary and have taken steps to eradicate it.

Employees will be banned from sending inter-office emails because according to the CEO of Atos, only 10% of the 200 emails received at the office are actually pertinent, and 18% are simply spam messages.  To highlight how insignificant Atos finds email, Breton, the chairman and CEO of Atos, has not sent out an email in the three years of holding his title.   Instead of communicating over email, employees will communicate over Facebook and instant messaging.  Furthermore, Atos is constantly looking for other, newer forms of social media to better facilitate inter-office communication

Atos may be on to something in their decision to discontinue the use of email.  Email is, quite frankly, a hassle.  Unlike with IM tools, you must send messaging using an email address, instead of a name, and you can’t track conversations as easily via email. Mailboxes constantly fill up with spam and long-winded messages.  Email also lends itself to a more formal communication than does instant messaging or Facebook.  While there is still a place for a more formal exchange externally, it does not seem necessary use within an office.  Communication through social media is less formal, more brief, and usually received and responded to quickly–all these features make it perfect for inter-office communication.  Instead of unopened messages inundating your mailbox, it is preferable to have short, concise messages.  Email isn’t dead yet, but it is unnecessary and time consuming when used for informal communication.

For more on Atos’s “zero-email” policy. 

Facebook is finally introducing Timeline for Business pages at the end of this month.  For personal Facebook pages, Timeline was a substantial change to the social media site’s layout, and this will be the same for Business pages.  Timeline will provide new opportunities for marketing,  so this new Facebook layout should be optimized for your brand.

Here are some simple ways that you can make your Business page stand out:

  • Customizing and organizing the icons that appear underneath your cover photo. It’s easy and effective.  You can move your “Likes” icon so that it doesn’t take up space that could be used for marketing.  These icons can be used for pretty much anything you would like.  You can make an icon a link to your Youtube page, or a link to your events.  The content your icons link to is important, but so is their appearance.  Spend some time selecting images for your icons that look professional and help brand your product.
  • Timeline also offers more freedom in how you display content on your wall.  On Business pages, you will be able to both feature a post–that is make a post larger and more prominent–and pin a post to the top.  Pinning to the Top allows you to keep a certain post at the top of your wall.


The great thing about Timeline is that it effortlessly creates a page to perfectly market your brand.  With just a little bit of effort you can make your Business page stand out from all the others.

For more tips on optimizing your branded page’s Timeline, read this article.

How to measure your influence on Facebook.

Women Media Networks recent event in Hong Kong focused on leadership in an era of rapid change with speaker Jason Oke, regional strategy director at Young & Rubicon.  Sai Pradhan, our Managing Director in Hong Kong, emphasized the importance of networking-based events through WMN.  WMN is a non-profit organization focusing on networking in the Asia Pacific region.

The event was about planning and forecasting for business to be successful in the world of rapid change.  Women Media Networks used examples from marketing, space exploration, the media industry, and the military to explain how to create a successful business in this time of economic evolution.

Women Media Networks has a mission based on three pillars.  The first is to promote individual development, innovation, creativity, and productivity by holding events.  Second, to address the so-called “leaking pipeline” of women filling executive roles, and third is to inspire companies to improve opportunities and benefits for women.

The accessibility of media shared on platforms like Twitter, Facebook, and Youtube has permanently changed marketing. Michael Stelzner’s report surveyed over 3300 marketers to provide a snapshot of what marketers are up to in business for 2011. 

Here is the complete ‘2011 Social Media Marketing Industry Report.

A few take-aways:

  • The top question marketers wanted answered was on measurement tools to track ROI
  • 93% of those surveyed used some form of social media in their marketing efforts
  • 90% said it was important to their business (key insight: smaller businesses were more likely to agree)
  • A significant 58% of marketers are using social media for 6 hours or more each week and 34% for 11 or more hours weekly
  • 72% of marketers who have been using social media for more than 3 years report it had helped them close business
  • At least 73% of marketers plan on increasing their use of YouTube/video, blogs, Facebook and Twitter
  • 92% of marketers are using Facebook and 75% plan on increasing their activities
  • Blogs remain a strong area of focus for social media marketers, with 75% indicating they’ll increase their blogging activities
  • 73% of marketers will increase their activities on Twitter. Large businesses are most likely to increase their activities on Twitter, with 77% reporting

Trufflepig Search says that social media is essential for business. Targeted exposure, engaging with customers, and upping search engine rankings are just a few of the critical benefits—adding to what social media does for HR, recruiting, customer service, and PR.

The most popular discussion on LinkedIn’s “Intelligent Social Media” Group asks a pressing question about social media ownership within companies: Who should own the social media responsibility in corporations? Obviously, this is a loaded question with multi-faceted answers but the best discussions on LinkedIn generally are. Jay Baer, founder of Convince and Convert, and Amber Naslund break down this frequently complicated issue in terms of football. Even if you’re not a sports fan, the analogy is easy to understand and implement for any sized organization.

The coaching staff can be large or small but should represent many different departments including Marketing, PR, Communications, Investor Relations, HR, Customer Service, and IT—just to name a few. The players are the listeners and implementers, they are the ones making it happen on the ground level and interacting with customer conversations directly. They should be well-trained and well-versed in the tools and procedures and managed accordingly. The participants that develop the strategies for each facet of social media represent The Booth. The Booth may not require daily involvement but is important to developing a strategy that will increase ROI and accomplish communication goals rather than just being present without any real objective.

3 Key Roles to Make Your Social Team Scalable

One of the continuous discussions and questions surfacing in the social media chatterbox is that of “who owns social media?” Is it marketing? Public relations (PR)? Customer service? Continue Reading…

 

There has never been a more exciting time to be in public relations, advertising and marketing, thanks to the revolutionizing momentum of social media, online communications and creativity.  The sheer adventure of being at the beginning of a new frontier, a global transformation, a whole new way of looking at communication, it’s exhilarating.

Also it’s confusing, and corporations are wondering—who’s who and where’s where in this new world.  Who really knows what they are doing?  And are most corporate communications departments fumbling as they learn?  Can anyone afford to make mistakes as they learn?

On this threshold comes a new company, called Trufflepig Search, to recruit experienced communications and marketing professionals who are fluent in social media and savvy about how to harness the beast to drive the brand.   Trufflepig Search—we dig deep to unearth the best in social media.  Like the prized animal that can sense where the most delicious mushrooms grow and dig them up unharmed for consumption by people who appreciate the best, we at Trufflepig Search know how to find the best communicators and separate them from the rest.  We bring them to client corporations for consumption as full-time leaders and coaches—the key to corporate social media strategy that works.

With offices in Los Angeles and Hong Kong, Trufflepig Search will launch in January 2011, to serve the hungry consumer brand companies who desperately need strategic communicators who can navigate and capture social media for their brands.   Launched as a separate division of respected executive search firm Berkhemer Clayton, Trufflepig Search will capture the category.  Our goal is that inside three months, corporate communications executives will think Trufflepig when they need one or a team of social media pro’s.

The team-members we place will transform your company for the digital age.

“We dig deep to recruit the best in social media,” let us know what you think of this tagline on our Facebook page, Twitter, or join our LinkedIn group; comments, follows, and likes welcome. And look forward to our website launch in January 2011!

 

 

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