The role of a proprietary community environment for the purposes of marketing (or social marketing program) has been hotly debated among brand marketers and social media insiders. We know that social sites are more engaging (people spend more time on them) than non-social, and marketers want to tap into that power.
So as a marketer, do [...]
Filed under: Online Behaviors, Social Marketing, Word of Mouth / Viral Marketing | Tagged: word-of-mouth | 2 Comments »
My daughter is thirteen years old. She’s smart, savvy, and wise beyond her years in many ways. She’s a tech-freak, teaching herself photo editing, photography, HTML, and more. Her Palm® Centro™ is constantly in her hand. In many ways, she and her gaggle of friends are the perfect audience for social marketing. We talk about [...]
Filed under: Social Networking, Word of Mouth / Viral Marketing | 1 Comment »
It probably won’t surprise you that personal advice is the number one reason people buy products from one company vs. another. It’s only natural to ask a co-worker, friend or family member’s advice before purchasing a new product or service. What I’ll bet you didn’t know was that online comments were the second most influential [...]
Filed under: Consideration Marketing, Consumer Purchase Process, ROI and Marketing Measurement, Social Marketing, Word of Mouth / Viral Marketing | Leave a Comment »
I draw a lot of parallels between marketing and storytelling, and I’m certainly not the only one. But recently, I’ve been giving some thought (mostly as a result of it being a hot conversation on the web) to the branding dimension of marketing, how it’s changing, and how it relates to the art of telling [...]
Filed under: Social Branding, Social Marketing, Word of Mouth / Viral Marketing | Tagged: branding, characterization, dos equis, dunkin donuts, palm, the most interesting man in the world | 5 Comments »
There are a lot of brands out there chasing the same audiences. Consumer goods purveyors are pursuing the purchasing-power moms. Financial services and technology companies are after the small business owners. Just about everyone is trying to figure out Gen Y and the “digitally born.”
In our last post my colleagues Aaron and Bill touched on [...]
Filed under: Community, Social Marketing, Social Networking, Word of Mouth / Viral Marketing | 2 Comments »
My reaction to the new MorphMonkey marketing campaign on Facebook is… well awkward. It just makes me feel a little uncomfortable. Yet that’s the point.
A press release from the American Social Health Association explains the campaign:
“In an unusual creative move, a team at Duval Guillaume (DG) has agreed to spread an infectious disease by working [...]
Filed under: Social Marketing, Social Networking, Web 2.0, Word of Mouth / Viral Marketing | Tagged: American Social Health Association, facebook, MorphMonkey, viral campaign | Leave a Comment »
Here’s a quick follow up to my recent post about Tony Hsieh and Zappos. I’m pleased to report that the company delivers on its WOW promise. Shortly after placing my order at www.Zappos.com on Wednesday, I received an email stating:
“Although you originally ordered Standard (4 to 5 business days) shipping and handling, we have given [...]
Filed under: Consumer Purchase Process, Online Behaviors, Word of Mouth / Viral Marketing | Tagged: brand relationships, customer service, Tony Hsieh, Wow moment, Zappos | Leave a Comment »
“Brand Building 2.0” is the manner marketers use to effectively reach and relate to their audience in today’s world. This method employs more than just digital media, such as the Internet and mobile devices. It requires consumer empowerment. This was the topic at last week’s ANA Conference at the Hard Rock Café Times Square in [...]
Filed under: Engagement Marketing, Online Behaviors, Social Commerce, Social Marketing, Web 2.0, Word of Mouth / Viral Marketing | Tagged: American Express, ANA, Association of National Advertisers, Brand Building 2.0, Claire Bennett, Social Commerce, Tony Hsieh, Zappos | 3 Comments »
I was shopping at one of my local home centers this weekend and was talking to an associate about a product. For the first time ever I had an associate suggest I go online for research and specifically suggest I check the product’s reviews.
And it reminded me that wow…how far things have come in such [...]
Filed under: Online Behaviors, Word of Mouth / Viral Marketing | Leave a Comment »
Flight cancellations from American Airlines created a lot of news coverage and consumer angst this week. The result of wiring problems on MD-80 airplanes, this situation got me thinking about how the involved communications teams are responding.
Are they holding cards close to the vest or communicating openly?
Are they leveraging the Internet and social media?
How are [...]
Filed under: Online Behaviors, Social Marketing, Social Media, Web 2.0, Word of Mouth / Viral Marketing | Tagged: Aircraft inspections, American Airlines, blogging, Crisis Communications, flight cancellations, Gerard Arprey, Korye Logan | 8 Comments »
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