B2B social media content marketing offers so many perspectives if just a little thought is invested. Our strategy for Twitter at Hoyne was to show a breadth of knowledge and interests. We researched industry news, actively instigated thought leadership conversations, demonstrated our ability to connect to communities, celebrated case-studies and acknowledged individual achievements. All this within the space of a week. All businesses can drive this with the right team, resources and tools. Be sure to remain mindful of messaging across your channel mix to keep things focused.
Shazam and the World Cup? What’s going on? Where are you? You came out at the Super Bowl with your most successful campaign yet with a live performance from Bruno Mars, and you’ve been appearing on US TV screens for almost two years. The world’s biggest sporting event launches and you’re almost invisible? (more…)
This week’s launch of the We Feel project – http://wefeel.csiro.au/#/ – developed by computer scientists at CSIRO and mental health researchers at Black Dog Institute – http://www.blackdoginstitute.org.au/ – to map the world’s real-time emotional state, is pretty crazy stuff. This easy to use emotion-barometer revealed some hair-raising emotional insights when I searched for stats on global love, lust, joy, fear, neglect and more. But in all seriousness, this is important work and the application of this technology in the mental health sector is what I’m keen to see play out, both domestically and internationally.
The debate in business circles as to whether senior management should actively use Twitter as a business tool resurfaces consistently and has been the subject of many marketing studies along with its digital cousins. Application of the insights that these studies offer to brands, brand management teams (and to all businesses that understand the power of branding), will most usually be managed in consultation with a communications professional. (more…)
The 2014 launch of the latest instalment of Snickers’ long running ‘You’re Not You When You’re Hungry’ campaign, received much attention on social media, but possibly not for the right reasons. Interestingly, and perhaps unsurprisingly in 2019 that campaign is nowhere to be seen online, even on industry titles. A difficult but necessary lesson learned.
Facebook’s Like button is a curious brand metric that most of us take as read. But what does it really mean and to whom? A report conducted by social media specialists, Lithium and the Chief Marketing Officer Council, in the US, surveyed 1,300 consumers and 132 senior marketers to find out. The report, posted on http://www.allfacebook.com – the Unofficial Facebook Resource, makes statistically clear that both marketers and consumers have different understandings of the “Like” function. As an aside it is possible that initially Facebook may have undervalued the strength that the “Likes” function is proving to offer brands, and it is being made increasingly clear by on-line media that marketers will be left behind if they don’t start using this data strategically.
Timing is everything whether you’re a marketer or a consumer. Let’s be honest, brands miss out on business just as often as their consumers miss the right deal, but only due to bad timing. Introducing Quickerfeet, a technology that finds consumers and promotes relevant offers when the time’s right and in the right location.
Google is the most used search engine on the web, so referring to Google Trends is an interesting exercise to gauge interest in your business, regardless of industry. As Dezomo is a brand and design related Blog, it was interesting to see Google’s search results for the key words – ‘brand’ and ‘design’. US results are above.
Searches for Australia, the United Kingdom and the United States all reflect surprisingly less searches using the word ‘brand’ than they do using the word ‘design’. And possibly even more surprising is that the US graph reflects less internet searches using the word ‘design’ than both the UK and Australia.
AdNews|30 March 2010|Danielle Long
BRISBANE: Only 12% of the top 50 Australian brands are listening and responding to their customers’ comments on Twitter, according to a social media study by advertising agency BCM.
BCM analysed nearly 8,000 relevant mentions for 81 brands or organisations on Twitter throughout two weeks in Q4 2009 to monitor how brands were responding to consumers’ negative and positive commentary.
The findings revealed only 54 of the top 81 brands had Twitter profiles and of these only six brands actively listened and engaged with customer comments, with the majority (72%) using Twitter as a one-way channel to publicise promotions and promote news updates.
Telstra was the most responsive company responding to 45% of negative and positive comments, but the brand also has one of the largest levels of commentary receiving more than 10 times as many negative comments as positive ones.
Flight Centre topped the unweighted brand response scores with an 80% response rate although the brand does not receive as much comments as other organisations.
Big Pond, Vodafone, Telstra, Australia Post and the Australian Taxation Office received the highest amount of negative commentary on Twitter.
Toyota, Target, Boost, Sony and Canon ranked highest in the study for positive consumer comments.
However, the survey was undertaken before Toyota’s global recalls which would impact differently on the brand’s social media commentary.
BCM partner Kevin Moreland said whether brands “like it or not, conversations about them are happening on a daily basis and brand or product mentions are becoming intertwined into social networking activities”.
AdNews|25 March 2010|Heather Jennings
SYDNEY: Colman Rasic has appointed Rob Reng as its head of digital following Nick Lee’s departure to the UK.
Reng, who was previously senior project leader at Fairfax Media, will start work at the agency on Monday (29 March).
In February, Colman Rasic Carrasco co-founder Rebecca Carrasco left the agency, with chief executive officer Ben Colman and executive creative director Dejan Rasic remaining at the helm.