Conventional wisdom would probably say that social marketing is impossible in industries like financial services, pharmaceutical, and healthcare due to heavy regulations and requirements for disclosure. More specifically, in the pharmaceutical industry there exists a regulation that requires companies to report “adverse events” to the Federal Drug Administration within 72 hours of “hearing” it. At first glance, this single regulation could render most forms of online marketing — which are based on two-way communications — to be out of bounds; especially social media, where people talk online.
Thanks for all the RTs and Comments:
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digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.
search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc. Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.
Tags: Agency, area, asking, correct strategy, design, digital orchestration, digital strategy, digital tactics, disciplines, engine, feed, marketing, optimization, optimization seo, orchestrate, orchestration, search, search consultants, search engine marketing, search engine optimization, SEM, SEO, social marketing, strategy, tactic, today, website
Updated: April 3, 2010 – JetBlue has 1,603,926 followers as of today.
Updated: Aug 30, 2009 – JetBlue has 1,139,682 followers as of today.
In days of old, advertisers had to buy TV airtime, magazine placements, or radio spots to send their ads out to reach customers. Usually one of the largest chunks of cost is the media placement, followed by “creative” development and content creation.
What if there was a way to cut out most or all of the media cost? And what if we could also substantially reduce the cost of “creative development” and “content creation?” Look at the JetBlue example below. On Twitter, JetBlue has nearly 600,000 followers. Each of these followers has basically “opted in” to receive their updates, often multiple times a day (“costless media”). There is no “media cost” for getting these messages out. Compare this to what it would cost to air a TV ad that reaches 600,000 viewers (assuming all the viewers wanted to receive the ad, and were sitting there in front of the TV watching the ad when it was aired).
Also, the cost of content is nearly zero too. JetBlue has their customer service people (and fans) help create content by tweeting. These tweets range from customer service (“twitter customer service”) , to service notices (e.g. dense fog in NYC area airports causing delays, etc.), to tips from frequent travelers. This type of content is more “real,” valuable, and trusted than an advertisement. And there is no cost of “creative development” because the content does not need to be dressed up into a glossy ad for TV or print — it’s just 140 characters of text at a time. It’s more effective AND lower cost?! Imagine that!
Finally, notice in the “bio” area on the upper right of the screen shot that it reports who is currently on duty — “Morgan and Lindsey” — this gives the normally faceless customer service system a name and a face and perhaps even a personality. JetBlue’s twitter is a great example of social marketing done awesome!
Tags: "jetblue" marketing twitter, "jetblue" twitter, advertisement, advertisers, airports, airtime, airtime magazine, April, area, Aug, bio, chunks, content, content creation, cost, costless media, creation, creative development, customer, customer service system, day, dense fog, development, duty, example, examples of customer service through twitter, face, fog, followers, frequent travelers, front, jetblue, jetblue customer service, Lindsey, magazine, marketing, Morgan, multiple times, name, notice, NYC, personality, Placement, placements, print, radio, radio spots, right, screen, service, shot, social marketing, system, text, time, today, tv ad, tv airtime, twitter, twitter customer service, twitter jetblue, twitter.com/jetblue, type, Updated, way
What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”
People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.
If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement.
Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels.
read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341
Tags: advertiser, advertisers, advertising, advertising media, benefit, ClickZ, conversation, conversations, digital strategy, improvement, marketing, place, print, Product, product research, radio, research, right, ROI, roi of social media, social actions, social amplification, social intensity, social marketing, social media, social networks, thing, traditional advertising, unreachables, untargetables
the brilliance of its simplicity has irked social media pundits and experts – “why didn’t I think of that first?”
And if marketing campaigns are supposed to drive traffic, it drove traffic.
If viral campaigns are supposed to drive chatter and discussion, it did.
If social marketing is supposed to drive social actions (like friending or becoming a fan on Facebook) it did.
and on top of all that, they are getting free consulting from all social marketing experts, gurus, pundits, specialists, etc.
pro or con, this experiment will tell Skittles and their agency what worked and what didn’t and next-up, they’ll do more of what worked, thank you very much.
Tags: Agency, brilliance, chatter, consulting, discussion, experiment, Facebook, fan, first, free consulting, gurus, marketing, marketing campaigns, media pundits, simplicity, skittles, social actions, social marketing, top, traffic
if you had a dollar to spend today, where would you spend it? on paid advertising or on social marketing? why?
Paid advertising – it’s over once it’s aired
1. peers telling peers – a lot more effective and trusted by modern consumers than a paid ad
2. archived conversations – when people take social actions like rate, review, comment, recommend, and share, these actions are archived for everyone to see online (valuable to future users doing research)
3. it yields a continuously increasing stream of free traffic (enhances SEO efforts)
So whatcha gonna do?
Tags: advertising, consumers, conversations, digital strategy, doing research, dollar, everyone, free traffic, gonna, lot, marketing, online, paid advertising, peers, rate, research, review, SEO, share, Social, social actions, social marketing, social media is free, stream, today, traffic, whatcha
Adobe on Twitter
By Serge Jespers 18 February 2009 at 11:02 am
I thought it was a good idea to compile a list of Adobeans on Twitter. It was quite surprising to see how big this list turned out and I’m pretty sure there must be even more of us on Twitter. If you know of someone not on the list, feel free to add them in the comments!
Flash Platform evangelism
Duane Nickull: http://twitter.com/duanechaos
Tom Krcha: http://twitter.com/tomkrcha
Mihai Corlan: http://twitter.com/mcorlan
Greg Wilson: http://twitter.com/gregorywilson
Enrique Duvos: http://twitter.com/eduvos
Daniel Dura: http://twitter.com/ddura
Kevin Hoyt: http://twitter.com/parkerkrhoyt
Andrew Shorten: http://twitter.com/ashorten
Lee Brimelow: http://twitter.com/leebrimelow
James Ward: http://twitter.com/jlward4th
Ryan Stewart: http://twitter.com/ryanstewart
Serge Jespers: http://twitter.com/sjespers
Mihai “Miti” Pricope http://twitter.com/mpricope
Cornel Creanga http://twitter.com/cornelcreanga
Terry Ryan: http://twitter.com/tpryan
Michele Turner: http://twitter.com/mturner
Robin Charney: http://twitter.com/Rcharney
Mike Chambers: http://twitter.com/mesh
Ethan Malasky: http://twitter.com/emalasky
Rob Christensen: http://twitter.com/robchristensen
Christian Cantrell: http://twitter.com/cantrell
Matt Chotin: http://twitter.com/mchotin
Nigel Pegg: http://twitter.com/nigelpegg
Fang Chang: http://twitter.com/fkchang
Varun Parmar: http://twitter.com/vparmar230
Kevin Goldsmith: http://twitter.com/KevinGoldsmith
Samantha Bailey: http://twitter.com/upperleftcorner
Adobe Core Tech
Jim Hong: http://twitter.com/jimhong
John Metzger: http://twitter.com/metz123
Kevin Stewart: http://twitter.com/kstewart
Mike Houser: http://twitter.com/tharkad
Adam Lehman: http://twitter.com/adrocknaphobia
Flash Platform: http://twitter.com/Flash_Platform
Adobe Reader: http://twitter.com/Adobe_Reader
Ed Sullivan: http://twitter.com/esulliva
Rachel Luxemburg: http://twitter.com/rlux
Ted Patrick: http://www.twitter.com/AdobeTed
John Dowdell: http://www.twitter.com/jdowdell
Stacy Sison: http://www.twitter.com/ssison
Creative Suite evangelists
Paul Burnett: http://twitter.com/pburnett
Karl Soule: http://twitter.com/KarlSoule
Greg Rewis: http://twitter.com/garazi
Jason Levine: http://twitter.com/Beatlejase
Rufus Deuchler: http://twitter.com/rufusd
Rob Adams: http://twitter.com/robadams
Cory West: http://twitter.com/corywest
Adobe After Effects
Dan Wilk: http://twitter.com/DanielWilk
Michael Natkin: http://twitter.com/michaelnatkin
Chris Prosser: http://twitter.com/cprosser
Dave McAllister: http://twitter.com/dwmcallister
Doug Winnie: http://twitter.com/sfdesigner
Scott Fegette: http://twitter.com/sfegette
Marc Kubishta: http://twitter.com/kubischta
Mark Blair: http://www.twitter.com/markblair
Randah McKinnie: http://www.twitter.com/randah
Guillaume Privat: http://www.twitter.com/gprivat
Brant Strand: http://www.twitter.com/BStrand
Anna Bouveng: http://twitter.com/annabou
Mattias Jonsson: http://twitter.com/mjonsson
Andreas Hollstrom: http://twitter.com/hollstrom
Emma Wilkinson: http://twitter.com/emmawilkinson
Klaasjan Tukker: http://twitter.com/ktukker
Bert Hagendoorn: http://twitter.com/berthagendoorn
Adobe Usergroup NL: http://twitter.com/adobeusergroup
Bogdan Ripa http://twitter.com/bogdanripa
Alexandru Costin http://twitter.com/acostin
Irina Huzum http://twitter.com/irinah
Adrian Spinei http://twitter.com/aspinei
Cosmin Lehene http://twitter.com/clehene
Andrei Dragomir http://twitter.com/adragomir
Sorin Sbarnea http://twitter.com/sbarnea
Mihaela Barbu http://twitter.com/mihabarbu
Adrian Tanase http://twitter.com/atanase
Horia Galatanu http://twitter.com/horiag
Ovidiu Eftimie http://twitter.com/eovidiu
Gelu Blanariu http://twitter.com/gelu11
Gabriel Dobritescu http://twitter.com/GabiD
Catalin Anastasoaie http://twitter.com/acatalin
Dragos Georgita http://twitter.com/drageo2000
Remus Stratulat http://twitter.com/rstratulat
Cristian Ivascu http://twitter.com/ivascucristian
Sven Doelle: http://twitter.com/sdoelle
Tags: Adam Lehman, adobe, Adobeans, Adrian Spinei, Adrian Tanase, AIR, Andreas Hollstrom, Andrei Dragomir, Andrew Shorten, Anirudh, Anna Bouveng, Belgium, Bert Hagendoorn, Brant, Buzzword, Catalin Anastasoaie, Catalyst, charney, Chris Prosser, Christian Cantrell, Cocomo, ColdFusion, Connect, Core, Corlan, Cornel, Cory, Creanga, Creative, Cristian Ivascu, Dan Wilk, Daniel Dura, Dave McAllister, Developer, Doug Winnie, Dragos Georgita, Dreamweaver, Duane Nickull, Ed Sullivan, Emma, Enrique Duvos, Ethan Malasky, evangelism, evangelists, Fang Chang, February, flash, Flex, Gabriel Dobritescu, Germany, Greg Rewis, Greg Wilson, Guillaume Privat, Harish, idea, Irina Huzum, James Ward, Jason Levine, jespers, Jim Hong, John Dowdell, John Metzger, Jonsson, Karl Soule, Kevin Goldsmith, Kevin Hoyt, Kevin Stewart, Lee Brimelow, list, Marc Kubishta, Mark Blair, Matt Chotin, Mattias, McKinnie, Michael Natkin, Michele Turner, Mihai, Mike Chambers, Mike Houser, Miti, Netherlands, Nigel Pegg, NJ, Nordics, OPEN, Parmar, Paul Burnett, Pixelbender, Platform, Pricope, Rachel Luxemburg, Raghu, Randah, Reader, Rob Adams, Rob Christensen, Robin Charney, Romania, Rufus Deuchler, Ryan Stewart, Samantha Bailey, Scott Fegette, Serge Jespers, social marketing, someone, Spry, Stacy Sison, Strand, Suite, Sujit, tech, Ted Patrick, Terry Ryan, Tom Krcha, twitter, UK, Varun, West
2009 is the year of the “open agency model.” Many of the largest brands have declared that they are going “open agency mode” in search of lower cost, greater efficiency, and possibly better work. But while this idea may be good in theory, it is very difficult in practice. Having run a “virtual company” since 1996, I know of the challenges, as well as the upside. And the conventional wisdom of “you get what you pay for” holds very true here. I’ve outsourced to China and India to varying degrees of success and usually it took more time to communicate and re-communicate, do and re-do to get things right. And it ended up costing more overall, despite lower unit costs. Furthermore, most clients are brand experts of their own brand, but may not have the depth of experience in managing complex, global deployments … or perhaps even experience in managing photo shoots. Although it may be fun to go on photo shoots, but that doesn’t mean clients can manage that themselves. And having an inexperienced, small agency do it may not be that much more efficient either.
Anheuser-Busch Whacks Retainers for Its Agencies
2009 has also been declared the year of search and social marketing. Many of the biggest brands now realize they must do something in search in order to be found when users are out looking for something. Knowing that 80% of online journeys begin with search (Forrester April 2008), it is more important than ever to be “findable” — after all, if they can’t find you, you don’t exist. Companies are also looking for efficiencies in social marketing — literally having people carry forth their message or amplify it for free. This is a good move because most modern users trust their peers far more than they trust an advertiser’s ad message anyway, according to countless studies.
Tags: adage, advertiser, Agency, agency model, Anheuser, anheuser busch, article article, article id, brand, Busch, challenges, China, company, conventional wisdom, cost, countless studies, deployments, depth, digital strategy, efficiencies, efficiency, experience, forrester, Forrester April, fun, idea, India, journeys, marketing, message, mode, model, move, online, open agency model, order, peers, photo, photo shoots, practice, Retainers, run, search, search marketing, SEO, social marketing, something, success, theory, time, unit, upside, virtual company, Whacks, wisdom, Work, year
in a budget-constrained environment, the best thing an advertiser can do is shift more attention (notice, I didn’t say money) to social marketing and stimulate social actions among target users and customers. While paid media used to just get people to some place (like a website), social marketing is about stimulating social actions — so the people actually do something — share, rate, comment, recommend, etc. These actions lead to an accumulation of value over time such that future visitors will get the benefit of all of the actions that went before (e.g. I only watch the highest rated or most viewed videos on YouTube; I don’t have to wade through and find the good stuff myself). Furthermore, social actions are free to the advertiser — think “advocacy.” When real people carry the message forward to their friends, it is free amplification for the advertiser — social amplification.
Tags: accumulation, advertiser, advocacy, amplification, attention, benefit, budget, digital strategy, environment, good stuff, marketing, message, money, notice, place, rate, real people, share, share rate, shift, social actions, social amplification, social marketing, something, stuff, target, target users, thing, time, value, website, WOM amplification rate, YouTube
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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