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The automotive industry knows more than most about the power of advertising, and it also spends more than most on media to influence consumers.
As such it’s probably no surprise that the industry is ahead of the curve when it comes to making the most of earned media through social channels.
I was intending to compile a post full of relevant examples from various car manufacturers, but Porsche deserves a dedicated post, as - despite not allowing employees to use social media platforms in the workplace – it is doing some tremendous things in this space.
Online video may have a long way to go before it dethrones the television in the United States, but its rapid rise shows no signs of slowing down.
According to Nielsen, home and work online video usage rose a whopping 45% in January 2011 as compared to January 2010. Perhaps the most impressive fact: this growth isn't being driven by new users. The number of unique viewers only increased by slightly more than 3%, meaning that those who are already consuming video online are consuming more of it.
With tweens, teens and colorful candy-lovers as its target market, Skittles has been able to take many liberties with its
social media branding. The company represents many of the
cool things that can happen when a brand releases its tight grip on
marketing. Unfortunately, its newest campaign is a prime illustration of how not to effectively "go social."
Weezer is no stranger to YouTube. In 2008, the group put many viral video stars in the video for its single Pork and Beans. This week, the Snuggie loving band took its internet fanboy status to a new level, announcing the launch of its new album by appearing in 15 new videos created by popular YouTube users.
Weezer is just the latest big brand to hitch its cart to smaller, more nimble digital success stories hoping to win new fans (hello Gap ads featuring the Foursquare founders). Can internet goodwill sell albums?
The business model of the recording industry is broken. Just about everyone knows it, including record label executives. But the industry collectively still seems to have a hard time admitting it.
So it's really no surprise that the Recording Industry Association of America (RIAA), which has gone so far as to sue grandmothers for illegal music downloads, is singing a new heartbreaker: copyright law is broken.
If you can think of a relevant way to utilise video as part of your marketing then there's every reason you should.
Research shows that audiences are extremely comfortable with the medium (YouTube alone makes up almost a quarter of Google search queries), it's cheap to distribute, needn't be expensive to produce and ranks highly in the SEO stakes.
If you run things properly, then video can drive a huge volume of traffic to your site.
Here are a few key practices to get you started...
As any seasoned Tweeter knows, success it isn't about how many followers you have, it's about reach.
Recent figures may put Lady Gaga at the top of the tweeting pile, but teen-pop bubblegum sensation Justin Bieber may well have the edge when it comes to actual influence.
Not to mention a mischievous streak that could cost one tech savvy super fan dearly.
Although YouTube isn't a substantial profit center for Google and probably won't be for some time, it has matured significantly under the corporate umbrella of the world's largest search engine.
The latest sign of that maturity: YouTube has become a powerful platform for political candidates to reach voters, and YouTube is hoping to cash in.
Starting next month, a number of large websites — including MSNBC, Hulu, Yahoo and AOL properties — are set to roll out video ads that allow users to choose which ad they'd like to see before the content they want to watch.
The new format could make users a lot happier with the ads they view online. But more importantly, it will give the sites publishing these ads important insight into which ads work and which don't. But will users enjoy serving as a focus group for internet publishers?
Thanks to marketer interest in social media, we're quickly learning what social media is capable and not capable of. And by in large, it's capable of doing a lot.
Case in point: it appears that Old Spice's critically-acclaimed YouTube/Twitter campaign has indeed boosted Old Spice Body Wash sales -- by a whopping 107% in the past month according to Nielsen. This is 'success' by any definition. But just what kind of success is it?
Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the "future of marketing" and that the agency involved, Wieden + Kennedy, had set a "standard marketing experts will admire and follow in the years to come."
Now, various marketing blogs and online news sources are reporting that sales have "fallen by 7%." But, with barely a week gone since Mr Old Spice conversed with "everyone" on YouTube, is it simply too early to predict ROI from the campaign?
Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it's somewhat premature to announce a verdict about the campaign's success or indeed, failure at this stage.
In today's world of fractured audiences, a successful television ad is simply not enough. Brand managers want to see that their campaigns have legs online, in print and on TV. This week, Procter & Gamble ported its popular Old Spice Guy commercials to the social web.
The result? Oh, about 11 million views in three days.