Posts Tagged: social media

Keeping safe and social

This
week the IAB hosted an event on ‘How to be safe and social’ to explore
how brands and consumers are protected when engaging in social media. This
follows research from the IAB and ISBA that found that only 55% of UK
brands currently have a social media policy with many also cautious about
the perceived lack of control they face when using social and embarking upon
real-time conversations with consumers.

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When brands become broadcasters

Debenhams TV

On 10th January, Britney Spears’ latest single, Hold It Against Me, premiered on iTunes and other online mp3 shops to buy before it was played anywhere. Interestingly, Britney’s single instantly went to number one in the US without any prior airing on radio or online. It was the brand, hype and immediate praise on social media that sent it to the top.

This is one example of a growing trend where brands understand how online turns them into extremely capable broadcasters in their own right, able to significantly build brand themselves alongside paid-for activity.

Using your online presence for brand building broadcast

Britney Spears and retailer Debenhams share one thing in common: they both have a massive audience already. Hundreds of thousands, if not millions of people visit both of these brands’ sites, sign-up to email newsletters and engage with their social network presence each month. In reality, brands have always been broadcasters because of newsletters and websites, even using high street window displays. However, the last 12 months have seen brands turn a corner because of social media and online video use.

An online presence will rarely exist in isolation from other media and paid-for advertising, but what Britney Spears has learnt is that by placing online at the centre of an integrated marketing campaign, it’s possible to use your own audience for brand marketing. Clearly Debenhams understands this too. It recently invested in a vast amount of video content for its website (using AdjustYourSet), which can also be found on its Facebook page.

“Today is a showcase to the industry to demonstrate that Ben De Lisi [range of products] isn’t about restraint, restraint, restraint”, says De Lisi in one of the recent Debenhams videos. This is clear brand building activity on Debenhams’ own website, and one that well produced online video is brilliant at delivering. Even SME’s are using it, like 5 Minute Angels – an in-office massage company – who’ve experienced an increase in sales enquiries since adding a brand building video to their site.

Can your brand become a better broadcaster?

Online offers a suite of marketing tools, and a brand’s own online presence is one of them. In 2011, due to the growing use of social media and online video, we’re witnessing an adjustment of use of the brand online presence.

As a result, brands like Whiskas, Marks & Spencer and Lady Gaga have successfully turned their own online presence into a broadcast channel. Yours can too, but to act like a broadcaster you also have to think like one.

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10 Things Brands Should Already Be Doing Online

Changes to online advertising over the last 12 months have forever altered how marketers should use the internet. Improved tools, better metrics, greater understanding and new businesses have created a number of new opportunities for brands. Below I’ve listed ten of them…

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5 Tips for Improved Facebook Brand Pages

Smirnoff Facebook PageEarlier this year I co-authored the IAB and Microsoft’s Search & Social Media report with the delightful Amy Kean. Included in this I wrote about brands considering social network pages instead of microsites. Benefits include strong SEO performance and potentially improved user experience because people inherently know how to use the likes of Facebook.

Over the weekend I conducted a sweep of over fifty brand Facebook pages. A minority like Sainsbury’s, Debenhams and other retail, FMCG and electronic brands have clearly thought out pages that have obviously received a fair amount of invested time and money. The majority however looked like they need a little helping hand.

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Is social media the most ‘social’ media?

Social media lets us physically view a record of actual social interactions, which is marvellous. However, as leading social media practitioners know, of more interest are the reasons people socialise in the first place.

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Good for the consumer, good for business: why it is right to extend digital media self-regulation

Earlier this week the Advertising Standards Authority (ASA) announced its intention to extend its self-regulatory digital media remit from 1 March 2011. This will cover business’ own marketing communications on their own websites as well as in other non paid-for space under an advertiser’s control, such as social networking sites. All paid-for digital advertising, such as PPC search, display and (commercial) classified, is already covered by robust rules to protect consumers and promote trust within the sector.

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Why Twitter doesn’t matter at all (in this election)

At the beginning of the campaign we weren’t really sure, but by last night it was blindly clear. Twitter, and social media generally, in this election campaign do not matter – not in the wider scheme of things at least.

The blizzard of tweets last night, 154,342 in all (up on the second debate but down on the first) were in the main anti Cameron in nature– Tweetminister’s sentiment score had it as Clegg 3.13 (-0.5), Brown 2.99 (-0.15), Cameron 2.96 (-0.22) #leadersdebate.

Clegg was the clear winner on Twitter and on Facebook and Brown it appeared to be agreed had done better. It was Clegg one; Brown two; and Cameron three.

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Time for the Outdoor Advertising Association to look forward

With Alan James retiring from his position as chief executive of the OAA, it will be interesting to see in what direction they head as a trade body.

Although I am an old-boy, my ear is closer to the sound of the 70’s and 80’s, rather than the ground of the Outdoor industry and the history of the OAA. Therefore I have done some quick research, a Skype chat with an opinionated Celt who’s been in Outdoor as long as a BBC executive’s monthly taxi expenses claim.

Read more on Time for the Outdoor Advertising Association to look forward…

Malcolm McLaren: Master of hype, prolific Magpie

I don’t have much to say about Outdoor this week.

I have made comment in previous blogs about creative ideas and hype, or in my view some pretty lame attempts at generating both.

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The politics of social media and CLTs (career limiting tweets)

I feel sympathy for Stuart MacLennan but his case shows that a lot people still do not get social media, and Twitter specifically, or seem to understand they are in the personal publishing business no different from a blog.

He isn’t the first social media casualty and he probably won’t be the last, he’s just the one who made the front pages in the same week that John Prescott urged supporters to engage in click fraud and a week after UKIP PPC Paul Wiffen was suspended after hitting out at a blog post highlighting the party’s immigration policy.

Who knows how MacLennan would have fared trying to take on the SNP’s Angus Robertson in Margaret Ewing’s old seat, but he showed he was the wrong candidate.

When I first heard it I did the same thing that Labour Party officials did. My reactions was: “he’s being held up for tweets that he wrote a year ago? That seems harsh”.

On reflection (and by reflection I mean reading his tweets) he had to go as he crossed the line. Some have bizarrely called for MacLennnan to be given a break with Rory Sutherland writing a piece on the Spectator site and tweeting “Reinstate the Moray One. Appalling Twittergate treatment of Lab candidate”.

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