Branding
Nissan sells more than 20,000 Leafs in first year; Fiat, Not So Much
Source: http://www.engadget.com/2011/11/30/nissan-sells-more-than-20-000-leafs-in-first-year-high-fives-co/
Excerpt: Only a few months after announcing that it sold 10,000 all-electric Leaf cars in international markets, Nissan stated at the Tokyo Motor Show today that the company has sold over 20,000 Leafs since the car went on sale in December of 2010. The company also added that it expects to sell more than 10,000 Leafs in the U.S. by the end of 2011.
SOURCE: http://adage.com/article/news/francois-fights-fiat-fiasco/230033/ This contrasts with Fiat, which went to great expense to make branding commercials with JLo which stirred more “huh’s?” from audiences than sales. One former auto-marketing exec Peter DeLorenzo called “quite possibly the worst automotive spot of the last decade, hands down.” No official sales numbers were mentioned, probably because it was too embarrassingly low to mention.
Who are they advertising here… the car or JLo?
SOURCE: http://blog.web.blogads.com/2011/11/22/j-los-shameless-strange-and-sad-fiat-fiasco/ Widely denounced, shameless and strange product placement and promo during JLo’s performance at the American Music Awards.
Watch the whole bizarre performance here (The Fiat stuff starts around 1:15):
Pre-Emptive Defensive SEO
Before a person, company or brand has a reputation crisis, both offline and online, there are specific content assets that can be put in place in anticipation of “worst case” scenarios and pre-emptively own those search results so that the right content comes up. This comes from laying the proper groundwork ahead of time and for specific terms.
Digital Footprint Score ™
UPDATED: March 5, 2013
Digital Footprint Score 13.3 (2013, March)
Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade
Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached
Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks
UPDATED: April 5, 2012
UPDATED: March 16, 2012
The version of the score below is 12.3 (which means year 2012, month 3).
Digital Footprint Score 12.3
Site
– Hubspot overall marketing grade, indexed against others in the industry/sector
– pages per visit
– visits per unique user
Search
– keywords driving traffic
– sites referring traffic (inbound links)
– # of pages cached by Google
Social
– Kred Influence score, indexed against others in the industry/sector
– Kred Outreach score, indexed against others in the industry/sector
– Facebok Fans
Mobile
– unique mobile content or mobile version
UPDATED: April 5, 2011.
The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.
The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.
The version of the score below is 11.4 (which means year 2011, month 4).
Digital Footprint Score 11.5
Site
– pages per visit
– visits per unique user
Search
– keywords driving traffic
– sites referring traffic (inbound links)
– # of pages cached by Google
Social
– twitter followers
– unique retweeters
– unique mentions of handle
Mobile
– unique mobile content
– mobile app? (1/0)
Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).
The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.
UPDATE: March 25, 2011.
Digital Footprint Score 11.4
Site
– pages per visit
– visits per unique user
Search
– sites referring traffic (inbound links)
– keywords driving traffic
Social
– twitter followers
– unique retweeters
Mobile
– excluded in this version
Original Post
The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.
It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.
It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.
Source: http://en.wikipedia.org/wiki/Gross_Rating_Point
Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.
A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.
See also – online reputation management
Why your brand MUST have a presence on social networks
At first glance, I said false when I read “Brand Presence on Social Networks Trusted Almost As Much As Peer Advice” — but when I looked more closely, it read “most credible source for information about a brand.” This is significant because a “brand itself” SHOULD be the most credible source of accurate and up-to-date information. Even consumers are not always the best source or always have the latest information. And further notice that “a marketer” is next to the last on the bottom. Consumers want accurate and up to date info but they do not want to be sold to.
Consumers are good for “subjective” input on the quality and value of a brand’s products or services. A brand must be responsible for the accuracy of its own objective information. Formerly a brand’s own website was the best place to house objective information such as technical specs, nutrition information, etc. While third party sites like reviews sites are the best place to house subjective information like customer reviews, etc. Today, since most customers frequent social networks and seldom visit brand’s websites (they never did much anyway) the place to put objective information is on brand pages on social networks. Note that this does not mean a marketing page designed to “sell.” It means place “credible information about a brand.”
Brands Vie for Credibility on Social Networks
APRIL 2, 2010
Asked what source was most believable when it came to information found about brands on social networking sites, Internet users were most likely to favor their peers. But “the brand itself” came in a close second, far ahead of journalists, considered traditionally to be an objective source. Notably, users were much less trusting of marketers—a separate response from brands—and didn’t put much faith in a brand’s competitors either.
source: http://www.emarketer.com/Article.aspx?R=1007608
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