TAG | human interactions
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.
Social Media moves at a remarkably fast pace, meaning that just one month in social media time can lead to stunning new developments, including new tools that allow you to save both time and money. Let’s take a look at some of this month and last month’s newest tools:
Panabee: This site is truly a one-stop shop; search for available web domains by desired address or via associated keywords, browse related terms, the Google definition, and more. A simple entry like “safety pin” in the search box immediately yielded suggestions for available domains (safetypinn.com and gosafetypin.com) since our first choice (safetypin.com) was already taken. Panabee also pulled up to-the-minute twitter feeds relating to safety pins, as well as the top Google searches related to the product. Consider us hooked.
AppMakr: This free ‘drag and drop’ tool allows you to create your own mobile apps on iPhone, Windows and Android. It might signal the full arrival of mass mobile media and allows you to see the thousands of apps that have already been created using the site, by people just like you!
IconSeeker: This site solves the difficult problem of finding social media icons to suit your site. While Google Image search can leave you with hundreds of options as far as site icons, IconSeeker narrows the results down to only the best. Example: We searched “fire” on both IconSeeker and Google Images. The results speak for themselves: and
Facebook Vanity: Check out the availability of Facebook URLs in a matter of seconds, and grab yours if its available- it makes for a professional addition to your business card to have your profile listed as facebook.com/john.smith, versus facebook.com/skjdwi13.
PeerIndex: Use it to get an initial feel of key conversation drivers in a particular field.
What social media tools do you use on a daily basis? Tell us some of your new favorites in the comments.
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 take a look at a few more cool social media case studies and the success certain brands have seen from their efforts. While in the past, social media campaigns were best used by marketing giants like Coca-Cola and Burberry, today social media is present in many industries, including healthcare, real estate and even credit card companies. Here are a few of our favorites unexpected uses of social media:
Mall of America: Lisa Grimm, digital public relations specialist for the Mall of America in Minnesota, recently shared the success of one of the Mall’s most triumphant campaigns. Since the most difficult time to park at the mall is during Christmas week, the Mall of America team decided to take advantage of this increase in activity to boost their social media following. The team decided to actually auction off parking spaces in the front row of the mall’s lot, but only to their social media followers. By using the parking event’s hashtag on Twitter, followers were entered into the auction. The campaign was a success: The Mall’s Twitter following increased by 11% and the campaign was covered by Forbes, among other news outlets. This campaign is just one example of the far-reaching grasp of social media.
Century 21 Real Estate: Century 21, a leader in real estate, recently revealed that QR codes will be available on Century 21 signs. These custom bar codes can be scanned on a smartphone and will direct you to specific information, such as a real estate listing.
American Express: American Express has been heavily targeting small business in the US for the past few months. One feature of their campaign is the American Express OPEN and Facebook collaboration called Big Break for Small Business. The national contest was designed to help transform the way small businesses use Facebook, and of course, to publicize American Express as the leader for small business use. Business owners could enter to win an all-expense paid trip to Facebook headquarters for a two-day “boot camp” and a US $20,000 cash prize by submitting responses to a short questionnaire. Over 10,000 businesses entered to win their “big break,” and on July 5th the five finalists will be subject to a public vote. Read an interview with Rosa Alfonso of of the American Express Open program here.
The No Kids Hungry Pledge: Share our Strength, a non-profit organization, is working through their Facebook page to help end childhood hunger. On their custom welcome page, they ask you to take a pledge and help end childhood hunger by 2015. Once you sign up by providing your email and zip code, you receive an email asking you to help spread the word by way of social status updates (templated Facebook and Twitter posts) or via email. Note, they don’t ask for money or for you to volunteer your time. In doing so, Share our Strength is building their email database while gaining trust from their new fans.
Have you seen any cool uses of social media in the past few months? Share with us in the comments section!
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.
Local mobile marketing can be associated with a plethora of words: Opportunity, innovation, growth, gainfulness – the list goes on.
Whether you own a small business or a large corporation, your purchasing decisions will have a distinctly local bend to them, marking the true importance of the local aspect of local mobile marketing. Ultimately, no matter the size of your business, you should be concentrating on local as it applies to you.
Appropriately, Adam Horwitz and Tim Donovan bring you Local Mobile Monopoly. The duo originally teamed up for Mobile Monopoly, released in December 2010, which revealed how to make money using mobile phone marketing strategies.
Their new product, Local Mobile Monopoly, was released in March and comes in a training video, software and text messaging services format. The video trains marketers on how to best use local mobile marketing, and guarantees profits through the use of mobile phones. The all-in-one mobile marketing tool is geared to benefit a variety of businesses and is ideal for new users and experienced marketers alike. Ultimately, the service claims to empower marketers’ local efforts with guaranteed success, mainly because it is founded on the idea that the local market is a gold mine.
Let’s break down the details: According to the CTIA, The Wireless Association’s semiannual wireless industry survey, 91 percent of Americans own a mobile phone. About 20 percent of these users (50 million people) own “smart phones,” mobile phones with Internet browsing and emailing capabilities.
Since smart phones bring online search capabilities to mobile users, businesses should include mobile search strategies in their overall marketing plans. In one of the most common applications of mobile search, customers rely on map apps to locate local businesses while on the move. Platforms like Yelp, for example, have built-in search functionality coupled with ratings contributed by members. Through Yelp, people can access coupons and discounts posted by businesses and accessible through “check-ins” on smart phones. This benefits both the business and the customers, who can also notify friends of their location, giving the whole process a “game” feel as well.
As local marketing dollars rapidly shift from traditional to online channels, the benefits of mobile marketing for businesses become clearer. The ability to enter the mobile version of a web site, garner email access, conduct map searches, access social media for referrals and use text messages for offers, coupons, etc. is invaluable.
By 2015, almost 25% of local marketing spent will be in the online space. Local Mobile Monopoly is just one of the many new services that will materialize as this arena continues to grow.
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.
It’s February, and that means that most (if not all) social media experts have already released their predictions for the social media landscape of 2011. Social media is an interesting field in that the rapidly changing dynamic is truly what defines it; without the quick turnover and fast-paced edits we’ve grown accustomed to, social media would become stagnant.
True to form, 2011 is expected to feature some big changes and some powerful emerging trends. Since almost everyone in the blogosphere has released their version of 2011’s Emerging Trends, we thought we’d make it easy and act as a filter, picking the best ones and summing them up.
Expansion: This is a given, but the companies that pioneered corporate use of social media are bound to integrate social media further into their business plans. It’s not exactly breaking news, but expect to see large companies like Starbucks taking social media to the forefront of their business plans, especially in terms of global marketing.
Location-Based Services: Foursquare’s major appeal in 2010 was based on its ability to produce interactions with people and places on the go. In 2011, Facebook is positioned to take location-based services one step further, with advanced data and planning that will make the application not only fun, but business-savvy. Expect Facebook to surpass other social networks, including Foursquare, when it comes to location-based services.
Social Media Overload: Social media experts, who use their networks for work-related activity and on a constant, daily basis, are already used to the overload that comes with owning and using multiple profiles. 2011 may bring this phenomenon onto “regular” social media users, who will feel overwhelmed by the availability of so many networks. To tweet or to Facebook or to maintain your gchat contacts or build a Foursquare profile? Incidentally, this excess should bring about a positive change: More platforms like Hootsuite will be developed, in order to provide users with an integrated and simplified social graph. 2011 will be the year of social media organization.
Google Returns to the Top: Okay, so Google wasn’t really able to succeed in creating their own network- take a look at Buzz, for example . Google’s skill lays in indexing, and already, Google’s algorithm has become smarter about Twitter data than…Twitter itself. Search for old tweets in Google just by typing in a few words, and you’ll be able to locate old gems. Ultimately, Google should be able to take advantage of the social web by indexing any and all social data they can get their hands on.
The Informed Consumer: Mobile devices and social networks are joining together to make the consumer more powerful than ever. With access to discounts, coupons and targeted offers at all hours of the day, consumers can make more informed decisions. The ability to compare and contrast different brands even at the point of purchase, whether during online shopping or even at the cashier in the store, will force retailers to step it up. Expect to see more instant mobile coupons, online group discounts, and flash sales.
Integration: In 2011, technologies like mobile, geo-location, RFID, tablets, and Internet-enabled appliances will allow for sharper communication and a merging of experiences. Already, GoogleTV and Samsung are bringing internet apps to television. Department stores are experimenting with the virtual shopping experience; recently, Macy’s launched a dressing room experience that lets shoppers find clothes on an iPad and then try them on virtually. The shopper can even ask for feedback from their friends and family in real-time and check out the view using an augmented-reality mirror. By texting, e-mailing, and using other social networks, the consumer will be able to experience what mimics, and even surpasses, an in-store shopping experience. TMI meets virtual shopping- what could go wrong?
Ultimately, 2011’s success will be determined by just how far these emerging trends are developed, and just how these developments flourish. It comes down to usability, which is what social media is based on anyway. It will be an exciting year in the world of social media, for sure.