Let’s get Social: Utilizing Social Media for Your Brand Online Information – Day 2
Posted by popkitchen | Filed under web 2.0
The last seminar I attended and by for the most interesting.
It was held by Ciaran Noris, SEO and Social Media Director at digital marketing agency Altogether digital. Check it out, the website is full of interesting info (not to mention Last.fm charts – this spells out “our office is so frickin cool”), plus Ciaran’s personal blog, showing that he knows his pop culture…… Ok, back to the presentation.
Norris also spoke about research done by Forrester and the chief characteristics of the web 2.0, since I wrote about that, I will just get down to the point of – who is getting it right and who is getting it wrong?
1)
Will It Blend campaign?
The ad-campaign by Blendtec company. Blending Iphone. Everything blends, except Chuck Norris.
Aside from “don’t try this at home” warning, Blendtec has increased its sale, as these videos drove a lot of traffic to their e-commerce web site.
2)
Heather Armstrong used to be web designer in L.A., she started to blog in 2001, and due to the comments she made on her site lost her job, moved to Utah, had babies and started blogging full time. Now she supports her family off the site called dooce.com.
Nintendo wanted to target non-traditional gamers with their Wii series, chiefly women interested in health. So they called Heather and organized party at her house for her friends, gave them Wii to play with. Later, Heather announced a giveway on her blog, which resulted in 42.232 comments. Great result, yeah? This blogger tried to calculate whether it had any actual effect on sales. But in terms of promotion, way to go….
3)
USA Today magazine spruced up its website, introduced sharing and rating functions, possibility to become a member, which increased the pages per visit from two to 7,5.
An example of Altogether’s stuff (which they think they got right)
1)
Using MySpace for Brylcreem Effortless – people could win a chance to star in the TV ad for the new Brylcreem product. Over 73.000 profile views.
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My personal favorite – promoting Dylan’s Best Of album.
On the website, Dylan signature video Subterranean Homesick Blues was posted and people were invited to customize the text on the papers, Dylan discards throughout the video, then send it to their friends via e-mail.
In order to reach out to the new audience (Dylan fans already have his albums, certainly some of his Best-offs), Dylan for the first time allowed his song to be remixed and it was done by DJ de jour Mark Ronson, the banner for it was placed on Itunes.
The campaign attracted 600.000 fans worldwide, even a Facebook application was created.
Who is getting it wrong? P. Diddy apparently. He heard that those kids gather on YouTube, so he partnered up with Burger King and started posting the ads there. He informs us that they “bought a channel on YouTube”. Norris compared this embarrassment with people, who do not know the essence of social media, but are eager to jump on the bandwagon, because they heard somewhere that it is “the latest thing”.
Or Andy Murray. On Twitter. Compared to the British actor, TV host and jack of all trades Steven Fry.
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What struck me watching these examples is that aside from using these channels in the appropriate ways, suited to its audience, certain campaigns showed great degree of ingenuity, going back to the basics of marketing and how to make an impact, regardless of the media you use – creative idea. Which you still need to have, even in the social media, where it seems that everybody knows how to do things.
Tags: altogether digital, blogging, ciarran norris, dylan, online information 2008, social media, viral marketing, youtube
December 8th, 2008 at 11:21 am
Hi Jalena,
I’m glad you liked the presentation - I just thought I ought to mention that we didn’t do the Bob Dylan campaign (I wish that we had!)
And as for the last.fm charts shouting we’re way cool: at the moment they’ll show you that we’re listening to Frank Sinatra’s Christmas Carols, so I’m not sure about that!
Cheers
December 8th, 2008 at 12:37 pm
Hi Ciaran,
Corrected. But, yeah it would be nice. Flipping papers has a huge part in history of popular culture.
About the music:
Frank is cool.
Christmas songs are lame by definition, but in the right context, “look how lame we are, it is soo enjoyable” it works.
Don’t think that I am poking serious fun, listening to the right music in the workplace is the major plus. And being able to wear jeans.
April 13th, 2010 at 7:04 pm
Viral marketing and advertising is named soon after the virus. The marketing and advertising information is create to journey expotentially just like a virus. 1 individual tells five who inform one more five who inform an additional five and so forth. The initial profitable virus marketing campaign is usually quoted as hotmail – who place a hyperlink for no cost e mail in the bottom of every single inbox. This was when e-mail was challenging to receive. Today emails can take a trip all over the planet in minutes as some hapless persons have found!. These days yourtube and myspace operate around the viral principle.
May 6th, 2010 at 2:47 pm
Greetings! Can I, take some photos from your site for my degree work?