This link has been bookmarked by 1 people . It was first bookmarked on 28 Dec 2007, by Paul Gillin.
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28 Dec 07
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Development #1: Advertising agency McKinney, eschewing the conventional corporate holiday card mailing, "incarerates" 24-year-old production coordinator Ben Eckerson in a snowglobe. (12/13)
Why It Matters: The snowglobe was one of the most innovative B2B viral marketing campaigns ever. In addition to creating a solid social media-optimized campaign (live video feed, Facebook page, MySpace page, blog, social bookmark links, online store) McKinney leveraged the opportunity to create an HR bonanza, linking to "Jobs At McKinney" on every page. In its third day, CBS' Early Show picked up on the story.
Business Value: By using a lot of creativity and an even measure of social media to optimize a seemingly mundane corporate communications platform, the holiday card, McKinney made national news, dozens of blogs, and likely netted a few really creative young hires. I'll check in with them in 60 days to see if that part worked.
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Development #4: Pligg prepares the launch of Fraxi, a product that allows people to set up quick Digg-like social news aggregators, much like Ning allows users to set up social networks in minutes. (12/19)
Business Value: Brands that aren't very tech-savvy will be able to set up vertical specific news-sites and enable community interaction, without overhauling their entire website.
Actionable: Talk to your team about how current conversational portals are doing on your site, in terms of engagement, and see if installing something like Fraxi could increase that level of engagement.
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Development #5: Pew releases a Teens and Social Media study, updating their 2005 teen content creators study and releasing technographics data that will have a big impact. (12/27)
Why It Matters: Nearly 2/3 of all online teens in 2007 engage in content creation, and that number is up from 57% in 2004. The study also highlights some key gender differences (girls are 14% more likely to blog than boys, and also 14% more likely to post online photos)
Business Value: While this news is not exactly earth-shattering, given the proliferation of YouTube, MySpace, Facebook and related content platforms, seeing the numbers behind the hunches makes tactical decisions easier for marketers.
Actionable: Tailor marketing programs that touch teen stakeholders to be in line with this technographic data.
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