25 May 2010
I believe that you need to properly identify and reach out to individual influencers. It’s something we do for all of our clients. It’s an extremely important part of building relationships, and it’s a nuanced art. But people often miss the importance of understanding and reaching out to the groups or mediums most influential for a brand. Understanding the aggregate influencer is crucial to creating, honing and sharing content that really matters, and getting others to share it for you.
A Complicated Journey
When a brand creates a piece of information, that piece has a twisted, convoluted and often times unexpected set of adventures across the vast world of the interwebs. Once upon a time, this was the simple vision for the internet.
40 years later and things are not so simple. Interesting information about a brand can be shared on blogs, Twitter, Facebook, Youtube, email, Buzz, text and a wide variety of…
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07 May 2010
ROI is consistently the hot topic in social media. Everyone wants to know the magic formula, the mathematical equation that will produce (justify?) effective online efforts. Metrics in any program need to be focused on an end goal, and those end goals can normally be found in quarterly or yearly strategic business goals. This should come as no surprise; any marketing effort should be focused on driving a bottom line.
There are ways, however, to put some measurement into your online activity. Our Entertainment Group Practice Director, Wendy Hofstetter, came up with a way to get at this. This method takes the standard ROI analysis for a media buy (think banner ads), and applies it to social media efforts. You will be able to show how much your brand would need to spend in order to buy the equivalent amount of impressions you are generating in social media, and determine…
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15 Jan 2010
Here’s a look at a noteworthy online conversation that’s been everywhere this week. By now we all know about NBC’s very public fumble with their weeknight talk show hosts. I’ll admit that I don’t actually watch The Jay Leno Show or The Tonight Show (this of course is the exact reason that NBC is having issues in the first place). I have, however, been fascinated by the way this has spread online.
Supporters of Conan O’Brien have joined forces to (loosely) create Team COCO. This team has some major traction, and it’s all because Conan O’Brien’s core audience is a group of Facebooking, Youtubing, non-traditional TV watching 20-somethings like myself. What I find most interesting is that the online conversation, one large enough to effect a sea-change in the world of late-night, is being held almost entirely outside of the reach of Conan O’Brien, Jay Leno and NBC.
What has Conan done?
So…
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13 Oct 2009
The following statistic is my new favorite conversation starter for family, friends, clients; heck, even strangers: 78% of online U.S. households are now on Facebook. It’s no secret that this social media community has taken our population by storm. But this isn’t about my love affair with Facebook; it’s a success story for business.
Numerous brands have adopted Facebook as a way to interact with their fans and push products or services. Some do a great job and some just throw up pages with the hope that they’ll be a success. We have found a way to go beyond what standard Facebook pages offer, and provide our clients with a unique Facebook experience. Here’s a recent example of how we have accomplished this feat.
The Task
Take our existing Facebook pages for Travel Channel and make them more viral, more informative, more interactive, and more targeted.
How We Did It
In order to make the Travel Channel pages…
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