Category Archives: Social marketing

Social marketing

Friends don’t share ads with friends

Opinion piece written and placed in Adotas today. Facebook challenges brands to market their message in an environment where people behave differently, communicate differently and find information differently. Facebook isn’t a microsite. It isn’t a brand website. It’s a social environment. So, brands have to step up and market in a way that’s contextually sensitive to that social environment, and to keep their fans engaged in that environment. You can read the entire article here.

Social marketing

How to monetize fans on Facebook

This is an excerpt from an article written and posted on iMedia Connection, February 27, 2012. For the full article, go here.

Within the last year, marketers have raced to grow their legions of Facebook fans. In fact, it has become a badge of honor, so to speak, among brands to reach the million-person-Facebook fan count. The reasoning goes, “Once I build up a sizeable fan base, I’ll figure out if, and how, I can monetize them.” Many see social commerce as poised to experience massive growth in the next few years. Booz & Company recently predicted that sales from social commerce will hit $30 billion worldwide and $14 billion in the U.S. by 2015. And with a majority (58 percent) of consumers now researching products online before purchasing, it’s time to close the loyalty loop and try integrating true social elements into the online purchase. What does that mean? I buy something. I tell two friends. And they’ll tell two friends, and so on, and so on (our nod to the 80s Faberge commercials).

Read more on iMedia Connection, about ways to jump start your social commerce campaigns on Facebook and other social platfoms.

Articles & content, Social marketing

What the Super Bowl and marketers can learn from socially savvy sports fans

This article written for, and accepted by, on VentureBeat. While sports fans eagerly await who will win the 2012 Super Bowl and look forward to diving into chips and a Frito Pie or two, marketers are eager to see who the winners (and losers) are on the social media front. Clearly big brands want to make sure their (estimated) $3.5 million investment for a 30-second spot pays off, but how do they go beyond the 100 million audience to cultivate new and engaged fans via social media after February 5th?

Here are a few suggestions on what marketers can learn from the success of sports engagement on social media.

Your fans have shifted to social…Refresh your playbook

Social media is changing how fans cheer on their teams. At the time of the 2006 World Cup, Facebook was still limited only to college and high school students. But then everything changed in 2010. At the South Africa World Cup, where viewing parties, mobile app badges, continual tweets from players, and live streams on social networks inspired a growing community of fans to share with socially-inspired sports fans around the world.

Games were watched worldwide in record numbers (19.4 million people watched the US vs. Ghana game). Twitter reported that the Women’s World Cup soccer final scored a new record with 7,196 “tweets per second,” the most tweeted moment in Twitter history. And number 2? Brazil’s elimination from Copa America! Social vuvuzelas were heard all over the world (and not only on those incredibly annoying vuvuzela mobile apps). Read the full article here on VentureBeat.