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Special Offers Drive Engagement In Social Media 11/09/2009
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Of those who follow a brand on Twitter, for example, 44% said access to exclusive deals is the main reason. And on Facebook and MySpace, 37% cited special deals as the main reason they have "friended" a brand. The report points to companies such as Starbucks, which has amassed nearly 5 million fans and soared to the top of Facebook brand pages by offering coupons for free pastries and ice cream.
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Whole Foods, meanwhile, leads brands on Twitter with more than 1.5 million followers by promoting weekly specials and shopping tips. Razorfish identified customer service as the other key driver of consumer interaction in social media, with 33% friending a brand on Facebook and MySpace for that purpose, and 24% on Twitter. Companies such as Comcast, Zappos and Virgin have all gotten high marks for using the latter as a customer relations management (CRM) tool.
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E-Marketing To Near $55 Bill By 2014
Overall, interactive marketing will near $55 billion by 2014, but some industries -- like consumer goods, automotive, and media and entertainment -- will grow interactive investment faster than others.
This year's forecast includes a B2B category that consists of business services -- like accounting firms, consultancies, and agencies, as well as the business trade elements of all other industries, like marketing between a manufacturer and resellers. This category will stay at about 9% of the overall interactive pie over the next five years, growing from $2.3 billion today to $4.8 billion in 2014 as B2B marketers adopt emerging media and improve the sophistication of existing efforts.
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This year's forecast includes a B2B category that consists of business services -- like accounting firms, consultancies, and agencies, as well as the business trade elements of all other industries, like marketing between a manufacturer and resellers. This category will stay at about 9% of the overall interactive pie over the next five years, growing from $2.3 billion today to $4.8 billion in 2014 as B2B marketers adopt emerging media and improve the sophistication of existing efforts.
Managing beyond Web 2.0
What happens when consumers' shared experiences are more interesting than anything your marketing department can provide? Marketers have to learn the tools of interaction in order to survive.
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What will happen when these consumer experiences are much more interesting than anything your marketers have put up on the Web?
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Smirnoff used the viral-video marketing vehicle Tea Partay to promote its Raw Tea product. The campaign was a hit on YouTube.
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Social Media Wins In Marketers' '09 Plans
A survey of 196 subscribers to a content marketing newsletter (all right, it's clearly a biased sample) finds that social media and content marketing will be the big winners in the advertising recession this year. "More than half--56%--of marketing and publishing decision-makers plan to increase their content marketing spending next year." Only 13% plan to decrease it.
How to create your own Personal Brand?
This is a great podcast. Paul Dunay speaks with Dan Schawbel the author of the Personal Branding blog as well as the forthcoming book Me 2.0: Build a Powerful Brand to Achieve Career Success. He's got lots of good advice for building your personal brand online, syndicating yourself and finding new channels to build awareness.
Nobody cares about your product, and that’s okay! | More Than Marketing
Todd Van Hoosear sums it up nicely. "Your job isn't to get people to care about your product. Your job is to make it easy for a potential client to understand how your organization can help solve a problem." Your Web presence shouldn't be all about you; it should be all about your visitors.
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Your job is to make it easy for a potential client to understand how your organization can help solve a problem they’re facing
How agencies tackle social media
iMediaConnection has video clips from over a dozen professional marketers and agency professionals discussing the future of social media. One message is clear: this is a sea change in marketing.
Dairy Queen viral campaign
Dairy queen set a goal to increase sales of its Kids Meal by 5 percent. In-store posters and trading cards that featured soft-serve characters called the Deeqs. The instore ads featured codes kids could use at deeqs.com to unlock bonus features in a game. dq didn't advertise to moms, instead placing ads on four tween sites: SIkids.com, disney.com, nick.com and neopets.com. The result of the six-week campaign was a 6 percent rise in sales and more than 276,000 visits to deeqs.com.
Branding In An Age Of Authenticity
Dave Morgan says marketers are too focused on using social media as an advertising opportunity and disregarding the impact that blogs and social networks have on brand image. Today, almost nothing is secret, which means that efforts to deceive customers almost always backfire. In addition, a host of competitors are lurking out there, waiting to jump on every bad customer experience and make it into a public indictment of your company. In the new world, businesses need to focus on delivering outstanding experiences to all their customers.
'Personality Not Included': A Podcast with Rohit Bhargava
In this podcast, Paul Dunay interviews Rohit Bhargava, whose book <i>Personality not Included</i> is about how to regain a brand personality.
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Rohit Bhargava wrote his new book entitled Personality not Included. It’s not just another book about social media – it’s a book about how to regain a brand personality.
Marketing to Bloggers
Influencer marketing is moving into the mainstream, with seven of 10 respondents to a recent study indicating that they'll target influentials in the coming year. The trend is most pronounced among marketers the researchers classified as "leaders," of those who use the most sophisticated tactics and tools.
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