TAG | blogging
Social media is affecting the world in big ways, both good and bad. Just a few years ago, news didn’t travel as quickly as it now does through Twitter, Facebook, news aggregators, etc. Positively, this means we have access to world news in a matter of seconds, and we no longer have to wait for the evening news to catch up on daily occurrences (see: social media’s role in Egypt’s 2011 Revolution). Negatively, especially for those in the public eye, this means that nothing goes unreported, even private pictures sent through a site like Twitter (see: Anthony Weiner). We take a look at some ways social media is affecting the way we look at religion, sports and politics:
Religion: The Catholic Church has joined Facebook and Twitter. In June, The Vatican announced the launch of a social media-integrated official news website, news.va, that will make heavy use of social networks. Pope Benedict XVI himself sent out the first papal tweet. News.va will function essentially as a Vatican and Catholic Church-related news aggregator, republishing stories from L’Osservatore Romano, Vatican Radio, Vatican Television, the Fides news agency and from Vatican media relations. Livestreaming of Papal events will also be featured, along with links to homilies, statements, and speeches. Spanish, French, German, and Portuguese-language versions of the site will be launched over the next few months. Users will also be able to post links on Twitter and share stories on their Facebook walls.
Sports: The International Olympic Committee has issued rules for athletes using social media at the 2012 London Games. The athletes are encouraged to “post, blog and tweet their experiences,” but forbidden from using Twitter, Facebook or personal blogs for commercial or advertising purposes or to share videos filmed at Olympics venues. If the rules are broken, athletes are warned that it can withdraw accreditation, shut down online operations and start legal action for damages. These new social media rules come after some controversy at the 2010 Vancouver games, where US skier Julia Mancuso was asked to stop online merchandise sales after her silver medal-winning performances generated interest in her official website. Some of the other social media stipulations for London? Posts, blogs, etc. should be in first-person, should not contain vulgar or obscene words or images, and should not reveal confidential information. “Unlike in Vancouver, where the rules were adapted to fit changed circumstances, the rules in force in London have been properly codified,” the IOC said.
Politics: In mid-June, Rep. Anthony Weiner, D-N.Y., resigned from Congress in the wake of a sexting scandal. The move, which abruptly put an end to Weiner’s on-the-rise political career, serves as a warning to politicians and lawmakers about dealing with the social media world. To recap: Reports indicated that a college student had received a sexually suggestive photo from Weiner’s Twitter account. Weiner denied sending it, saying the account had been hacked, but as more texts and photos of the congressman surfaced, Weiner finally admitted that he’d sent the photo. The story picked up and more revelations surfaced, including messages to a 17-year-old Delaware girl. Ultimately, Weiner sought a leave of absence and said he’d seek treatment. While Weiner isn’t the first politician to deal with a sex scandal, the incident reverberates as politicians grapple with the new world of social media. It should serve as a “serious warning sign to politicians,” said Steven Schier, a professor of political science at Carleton College in Minnesota, that that they need to be careful. “They send out this stuff unfiltered, so the risk is increased considerably,” Schier said.
In what other ways is social media changing the world? Tell us in the comments!
Are you in a restaurant rut? Hungry, but not sure where to go? Often, hitting the old neighborhood standby, with its familiar menu—maybe even a waiter who knows your name—can be the path of least resistance.
But on occasion, a bit of experimentation is in order, and it can be well worth the effort. The best laboratories in the food world right now are pop-up restaurants, in which a well-known chef takes over someone else’s kitchen for a temporary run.
Unfettered of the responsibilities of managing overhead costs or assembling a permanent menu that covers all dietary bases, pop-up chefs let their imaginations run wild. When was the last time you had teriyaki rabbit meatballs with foie gras and yuzu? That was on a recent dinner menu at a pop-up in Los Angeles, in which a French chef took over the kitchen of a casual Asian lunch spot.
So, how does one find out about these fleeting eateries? Social media, of course. Like gourmet food trucks—which rely on food blogs, Twitter, and Facebook to spread word of their ever-changing locations in real time—pop-ups use social media networking as their principal, and often only, marketing vehicle. According to a National Restaurant Association spokesperson, the time-sensitive nature and “experimental aspect” of pop-ups make them particularly ripe for promotion via the blogosphere. And it seems to be working: The trade group has named pop-ups and food trucks as the biggest expected industry trend for 2011.
Indeed, social media are largely responsible for pushing the pop-up concept from the exclusive realm of in-the-know foodies to the mainstream. The Sundance Channel even has a new TV show about pop-ups, “Ludo Bites America.” Now, hardcore foodies are trying to come up with new dining experiences reserved for only the most plugged-in-events such as a “flash mob”-style gourmet dinner served on the New York subway, or a Manhattan version of Paris’ ultra-exclusive Dîner en Blanc, planned for a secret location in August. Will these gourmands succeed in excluding the hungry hoi polloi from their hush-hush “underground” meals? As we know, all it takes is one innocent little Tweet, and the word is out….
Check out more on the business of pop-up restaurants here.
Since we’ve recently highlighted a few of our favorite social media case studies, this week we thought we’d bring attention to some top social media agencies and what they are doing. These are the agencies that are setting the bar high and implementing innovative social media marketing.
There are many types of social media companies; some are research focused, some feature a team of app developers, some are extending and developing upon tradition PR. The best social media agencies combine these skills and help companies extend their brands through training, long term strategy, and execution.
Mullen is a full-service modern advertising agency, with clients ranging from Fage Greek yogurt to the Department of Defense. National brands like Zappos, Olympus and Jet Blue have turned to Mullen for campaigns; last year, the social-media savvy JetBlue chose Mullen as its lead advertising and marketing agency. The You Above All campaign featured a full mix of media including online, social media, in-flight, print, and out-of-home components. For the social media portion of their campaign, the agency created a series of hidden camera scenarios called Ground Rules. The unscripted videos poke fun at other airlines’ service policies by featuring real people in being deprived of things they’ve come to expect, such as legroom in a taxi and a full can of soda from a street vendor. The videos were primarily shown through a YouTube homepage takeover.
Ignite is a social media agency completely and exclusively focused on social media marketing. As opposed to PR and marketing firms that offer elements of social media marketing (like Mullen), Ignite’s team of tech, creative, account, and strategy professionals form a complete social media company, solely dedicated to the interactive and social media markets. Their work for Bing is one example of their success in the social media market. Bing wanted a tab on their Facebook Page that would showcase the variety of what Bing Travel has to offer its fans. Ignite created a tab with a standardized background to tie all of the individual pieces together; each individual section engages the fan in a different aspect of Bing Travel. Fans can also share Bing Travel elements on other social networks, by retweeting Did You Know facts on Twitter, for example.
Crispin Porter & Bogusky, an advertising agency based out of Miami, is known mostly for viral marketing techniques. Their Subservient Chicken campaign for Burger King was created to promote the chain’s TenderCrisp chicken sandwich and the “Have it Your Way” campaign. Crispin created the “The Subservient Chicken” web page, on which a “chicken” performs actions based on user input, showing pre-recorded footage and appearing like an interactive webcam. The site is meant to capitalize on the slogan: “Get chicken just the way you like it”.
Have you come across any social media agencies doing some truly innovative work? Let us know in the comments!
This week, we continue our interview series by speaking to Mike Volpe, Chief Marketing Officer at HubSpot, a marketing software company. Volpe leads the company’s lead generation and branding strategy through inbound marketing and under his leadership, HubSpot’s marketing has won more than 30 awards and been featured in over 20 marketing and business books. Volpe also co-hosts the weekly marketing podcast HubSpot TV, blogs frequently and is very active in social media and as a marketing speaker.
What are your thoughts about the ROI of social media? Two things: First, the ROI is huge. There has been a big transformation in what marketing is effective today. You used to be able to just tell people what to think of you in advertisements and sell to them with cold calls. Now consumers have all sorts of ways of blocking that outbound marketing. You need to attract people using inbound marketing, making it easy for them to find you in blogs, search engines and social media. So, as part of an inbound marketing strategy, social media can be a great and valuable tool.
Second, I am not sure why everyone is holding social media to such a precise and exactly measured ROI when marketers have done all sorts of things for decades that did not have a great measurable ROI. Sure, you can measure the ROI of social media pretty well, but why hold it to a higher standard than print ads or events?
Are marketers that promise ROI setting expectations that cannot be delivered solely by social measures? Maybe, but it is not because of ROI they promise. The reason that is a mistake is that social media is actually not all that helpful or effective on its own. Social media is just a technology like the phone or email. Using it alone is not useful or effective. You need to have something useful, valuable and interesting to talk about in social media and a way to convert those social media connections into leads and sales. So anyone that says they can use social media alone to deliver ROI might not have a great strategy and might be misguided.
Is there a difference between ROI or “impact”? If so, is one more important? No difference in my mind. The R in ROI is the impact that your activity had. Technically ROI also compares the impact to the cost or investment, so maybe there is a little difference, but the concept is the same.
Does a consultant or agency need an ROI mindset when they work with a client? If so, how do you find out? Yes. Marketing today is measurable, and all good marketers measure what they do. I think clients should demand ROI and reports from all of their vendors. It often makes sense for the client to use their own analytics to measure what their consultants or agencies are doing, so they have an unbiased view. Smart marketers and companies take an active role in their marketing, and if you do outsource some of it, you are the ones who manage it, set the goals, and measure it.
Read more about Mike Volpe at his website.
This week, we begin our series of interviews with social media superstars. First up is author, certified Sommelier and brand strategist Rick Bakas, of Bakas Media in San Francisco. As the first Director of Social Media in the wine industry, Bakas has influenced new ideas and new concepts that connect wineries to new consumers through tweet-up tours and global online wine tastings. He specializes in translating personal and corporate brands to new media. This year, Bakas will be traveling the world educating businesses on how to build their brands online, stopping in cities including NY, London, Mexico, Sydney, Los Angeles, Vancouver, Munich and Napa, and speaking at the Inbound Marketing Summit in San Francisco.
We asked him about social media ROI, impact and more:
What are your thoughts about the ROI of social media? In my opinion, “Return on Investment” is an outdated term based on the old way of doing things. New Media is just that—it’s new, which means we need to redefine what “return” looks like. The return we get in this new world takes on a new form we haven’t seen before.
I like to refer to it as ROA, or Return on Attention because the real magic happens when we’re able to get someone’s attention online and convert that attention into action. We’re increasingly overwhelmed with more technology and are bombarded daily with emails, text messages, tweets, blog posts, YouTube videos, Facebook posts and all the other stuff in addition to the overstimulation from traditional media. We’re spending more time online than watching television so that’s where people’s attention is.
Going forward, savvy marketers will be able to nurture a healthy relationship online, so that at any given moment they can get someone’s attention no matter what channel they’re sending the message through. The true value is getting that mind share, even if for a moment and affecting a behavior such as a purchase. Where traditional media and new media share a commonality is Reach. In traditional media you pay for someone else’s reach for impressions. With new media you can create your own reach.
Are marketers that promise ROI setting expectations that cannot be delivered solely by social measures? Yes. In the previous answer I mentioned “return” taking on a new form we haven’t seen before. There’s a new factor in determining “return” called Time. Time is a multiplier now because digital content lives for a longer time. One single YouTube video could influence someone’s behavior in 2011 or 2016.
Marketers who promise anything related to social media are probably desperately trying to position themselves as experts out of a survival instinct, and are telling clients what they need to hear. No one can control digital content over time, nor can they guarantee how much attention they’ll be able to capture online.
Is there a difference between ROI or “impact”? If so, is one more important? Return on Investment, or as I call it Return on Attention, shares something in common with Impact. It comes down to Reach.
The number of impressions has a direct correlation to affecting someone’s behavior. In traditional media you rely on someone else’s reach like magazine readership or television viewers. In new media you can create your own reach. Either way you’re going for impact from impressions. The real magic happens when you leverage both at the same time.
Does a consultant or agency need an ROI mindset when they work with a client? If so, how do you find out? A consultant needs to have their client’s interest in mind. And because their client is most likely a business, then yes, working towards ROA should be the driving force.
When we work with client partners, we turn their sales funnel into an hourglass. We all know the sales funnel is about getting people to an action like a purchase, but the real beauty of new media adds a second half of the equation to the mix.
Ultimately, each client partner is going to have different objectives, so it’s good to start with their endgame and work backwards to build in the systems needed to accomplish the result.
For more information on Rick Bakas, head to his website.
Typewriter Robot by Jeremy Mayer
I’ve been asked to write a blog post.
A blog? Me? But I get PAID to write and to whip other people’s meandering brain-farts into glorious prose! Well, that is, I did until two weeks ago, when I was laid off from my job as editor at a book publisher. You know, moldy old books. Like, paper and ink and four-color printing and stuff.
I’ve been in print publishing for nearly 20 years, writing for and editing magazines and books on everything from international business news to music to architecture. Why should I stoop to a medium that’s attainable to any idiot with an iBook? I mean (to paraphrase the old joke about awards), blogs are like hemorrhoids: sooner or later, every asshole gets one.
The truth is, publishing now really is for everyone, from bloggers to tweeters to the right-place-at-the-right-time bystander who manages to capture breaking news with a cellphone camera.
This may be bad news for the professionals, that endlessly growing pool of talented, out-of-work journalists who are duking it out for the few available jobs at established publications. For everyone else, though, it means access to a wealth of opinions, points of view, and, yes, insane ramblings, which may inform, infuriate, call to act, or simply amuse.
The Web, with its accessibility and immediacy, lends itself intrinsically to writing of an egocentric nature. My own writings have never been personal; my professional duties have always been as a reporter or as an editor of other people’s work. I find it incredibly embarrassing to talk about myself; can’t we discuss that fascinating individual over there?
But clearly I need to get with the program. My profession has changed; hell, even the language we use to discuss it has changed. While I won’t stop looking for a job at a “legitimate” media outlet, in the meantime, I will begrudgingly learn to write snappy, snarky, first-person Web-speak, and to embrace the blogs and Twitters and Diggs and Wikis, and, yeah, I still don’t know what Foursquare is.
So, here’s my blog entry. Maybe some people will happen upon it. But for now, until I get used to the idea, one thing you can count on is that I won’t be posting a link for all of my friends on Facebook. Just give me a few weeks.
*This is the second of a two-part series on social media platforms.
Last week, we discussed social media platforms that are used on a personal level, like Facebook and Digg. This week, we continue our conversation by highlighting some social media platforms in the business division.
Check out platforms like Buddy Media, a Facebook management system based on a scalable platform and simple tools. The Buddy Media Platform gives brands the opportunity to make the best use of the power of Facebook’s social connections. It allows global marketers to combine all of their Facebook assets into a single unified presence, across multiple countries and languages, in any language Facebook supports.
Also take a look at Wildfire. This brand marketer uses Facebook to build buzz for its clients, ranging from bloggers to corporations like Coca-Cola. The goal is to win “fans” who can choose to further interact with the advertiser. It also builds marketing campaigns that include contests, coupons, virtual gifts, etc.
Are you looking to customize your Facebook fan page? A “normal” fan page doesn’t cut it anymore, especially not when companies are running contests and posting interactive photo albums on their pages, at the least. Involver allows you to make your fan page stand out through easy-to-use applications. Simply choose which applications you want, click the Install button and enter your settings. The RSS tools found in the Facebook Application directory pale in comparison. The platform has three levels of membership: Free, Pro, and Premium and powers 250,000 applications.
Do you want to track fast-moving data? Try Meteor Solutions, which tracks data like email or video as it gets passed along. The platform allows advertisers and publishers to track the spread of their messages/content and gives them the option of advertising as well. As the tracked content spreads, Meteor Tracker creates a sharing graph that identifies each node and captures every single visit to a site that is generated by a user who sees the tracked content. Born out of a merger between Reach Machines and Fyreball, the platform’s analytics are available through a monthly subscription fee.
Ultimately, there are loads of business-oriented platforms out there; choose wisely and network frequently!
In our last blog, we discussed social media success stories and what it takes to run a successful social media campaign. For every great social media campaign, however, there are multiple failures. Whether this is due to poor use of assets, a marketing screw up, misuse of celebrity or a lack of fan interaction, we can learn as much from these disappointments as we can from the well-executed promotions.
This year’s Academy Awards made well documented use of social media; specifically, host James Franco joined Twitter in early February and was a pro-tweeter by the time the show went live. He live-tweeted behind-the-scenes moments that let viewers feel like celebrities, and he took a video while walking out on stage and then streamed it to his fans. Twitter peaked just after the Oscars’ open with approximately 10,000 tweets/minute— 1.8 million overall. This was social media at its best.
At its worst? This is 2011, and the only way the actual awards show integrated social media was through James Franco. Most of the effort was made by him, and while his tweets and backstage glimpses were fun and successful, imagine the difference that would have been made if this had been incorporated by the Academy itself.
Another social media flop: Fashion brand Cheap Monday has a plethora of social media assets, but only a few of them appear to be functioning. Tip: If you’re going to offer your fans social media outlets to explore, make sure they work. No one wants to check out pre-written tweets that consist of only a URL, or blindly search for a Facebook page that is named something different than your brand (in this case, the brand is “Cheap Monday” and the page is under “Cheap Mondays.” This difference may seem negligible, but under a Facebook search, this could be detrimental).
Although dated, Ad Age described a classic social media fail: The Chevy Tahoe campaign of 2006, run by GM. The campaign was meant to tie in to the television show The Apprentice, and it allowed regular folks at home to create their own Chevy Tahoe ads. The higher-ups at the company failed to anticipate the negative reaction they’d receive to their gas-guzzling car at a time of climbing oil prices and the war in Iraq. They were met with harsh language and unbridled anger, and while GM denied their social media fail, the company went into bankruptcy a few years later.
Among some of last year’s losing social media moves were: Starbucks’ social media nightmare in Hungary, Dr. Pepper’s status-takeover campaign on Facebook , Kenneth Cole’s off-color remarks about Egypt , and CVS_Cares’ locked twitter account More snafus here.
In the world of social media, especially since internet users are more savvy and aware than ever before, every move is noticed and scrutinized. Here are some ways to avoid making some of these gaffes:
- Adapt to your social media environment: Take Twitter for example. Don’t over-intellectualize; you have 140 characters, so get to the point with short words and great content.
- Understand ROI: The more you pay, the better the…payoff will be. Yes, you will have to pay for marketing even in social media; get rid of the mindset that all social media marketing is free marketing.
- Engage with your audience: These are the people who will make your campaign a success or a failure, and you have the chance to interact with them, to answer their questions, to ask them for feedback. Make use of that.
- Get Formal: Social media is less formal than traditional media in some aspects, but that does not mean this isn’t still business. Treat your social media assets professionally.
- Get Exciting: Bland social media is the worst; you will depress your audience and lose them. Plan ahead, hire a dynamic community manager and make an effort.
More moves to avoid here. And remember, without failure, success wouldn’t shine so brightly.
The modern mom: She is educated, nurturing, career and family oriented and today, she’s a business powerhouse. She values brands like Target and Ikea, which are family-oriented and proud of it; places that fulfill all of her needs in one space. The modern mom is a powerful consumer; she knows what she wants, and she knows that there are plenty of places where she can get it.
Family dynamics have certainly changed in the past few decades; no need to watch Mad Men to confirm this. The 1950’s dad-as-dictator framework has collapsed, and today we’ve even surpassed the 90’s model of mom and dad ruling together. In 2011, households are democracies; kids, mom, and dad all have a say, but mom is more powerful than ever. Mothers today have higher salaries and many are college educated. They are more involved mothers and ultimately, more informed consumers.
“I wish every product were like the iPod,” one mom said in a recent survey. “It is the one thing in the house that means as much to me as it does to my daughter…we share music. I can’t imagine sharing music with my parents when I was a kid.”
Mommy bloggers, as they’re called, have taken over the web. These women are a powerful force in the blogosphere, often peppering their sites with coupons that fit the needs of the thousands of other moms who scour their sites daily. With topics ranging from pregnancy, parenting and motherhood to household tips, these blogs are relevant, targeted, and successful.
So successful, in fact, that a new wave of “daddy bloggers” is now attempting to catch up. It’ll be tough, however, to catch up in this race, as mom bloggers take on roles varying from that of Entrpreuner Mom to Tech Mom to Photographer Mom. Hardly anyone, especially in the online world, is just “Mom” anymore. In 2011, brands will continue to frequently court these powerful bloggers, no longer dismissing them as bored, stay-at-home moms. Aware that women make 85 percent of consumer purchasing decisions, major brands do not take lightly the fact that 23 million women read, write or comment on blogs weekly. The power of the mom blogger can no longer be disputed.
Pepsi, Wal-mart, and ConAgra are just a few of the companies that have formed relationships with them. On the negative side, just last year, mommy bloggers encouraged drama which included a Nestle boycott, dissatisfaction with Air Canada, vilification of corn syrup, and outrage at Amazon’s choice to sell a book about pedophiles, among other issues.
The Pepsi Mommy Blogger case study is an interesting one; Pepsi has been working on an image makeover and has therefore reached out to mothers, playing up the importance of their Tropicana, Quaker and Dole brands, which currently only make up 18% of total revenue. Pepsi appeared at the 2010 BlogHer conference, and is sponsoring the 2011 Social Media Week, during which it will unveil its Women’s Inspiration Network (WIN). By covering topics that would be of interest to females, and more specifically, to mothers, Pepsi is hoping to corner the Mom market and gain from their influence. These “feminine” topics include the environment, sustainability, health, and stories of inspirational women.
It’s safe to say, then, that the stereotype of the Mommy Blogger has gone out the window. In the blogosphere and elsewhere, these women have power. Mommy bloggers have realized this power, hosting meetings and conferences frequently.
Also read 2011 Predictions for Mommy Bloggers and about Some up-and-coming Mom Bloggers.
With 2011 fast approaching, it is time for a social media recap of 2010, global-style. This was the year that Facebook took over the globe, and we end the year with almost 600 million users around the world. While Facebook might be the most popular social network, however, it certainly isn’t the only one with worldwide appeal.
Italian blogger Vincenzo Cosenza has, for the second time, published a visual map that portrays the most popular social networks around the world. The map is based on the most recent traffic data (December 2010) as measured by Alexa & Google Trends for Websites.
According to Cosenza, since June of this year, Facebook has “stolen” important nations from previously strong competitors, so much so that 115 out of 132 countries analyzed name Facebook as their market leader. Notably, Hungary, Poland, and even Mongolia have switched over from local strongholds to the global site.
We’re also seeing a rise of interest in Twitter and not surprisingly, in LinkedIn. While Facebook spans generations, however, Twitter has previously been identified as a “younger” social networking tool. Its growth against MySpace in Australia, Germany, Italy and Canada, then, doesn’t do much to prove that Twitter has gained the all-ages following it needs to compete with Facebook in global market domination.
Twitter’s appeal is undeniable: The visibility of its most frequent users, celebrities, excites “normal” users. Then, even for non-celebrity tweeters, a sense of voyeurism continues to remain with the site. The site is more energetic and fast-paced than MySpace, and while “tweets” can give away crucial information about participants, the site isn’t as sleazy as Myspace was in its heyday.
LinkedIn’s rise was inevitable. Why wouldn’t other countries jump to embrace a site that provides free networking in a career-oriented atmosphere? LinkedIn gives employers the benefit of screening employees before they even request an interview and in this way, it tightens up the hiring process. It also gives employees the chance to present themselves in a professional manner online, and countries like Australia, Canada, and the UK have embraced this.
Ultimately, while Facebook, Twitter and MySpace continue to dominate most of the world’s social networking market, there is tremendous room for growth in the new media sector.
New Media expert Brian Solis breaks down social web involvement by country, and the results prove that each country has a unique dynamic within their social networks.
17.6 million Americans blog, compared to the Netherlands 1.3 million and China’s 89.7 million. Are these numbers surprising to you?
