Tag Archives: social media advertising

Apr 19 Comments comments
advertising, brand engagement, collaboration, mash-ups, social media

Who owns social content?

A year later, most clients are now active in social media - they are asking for Facebook apps, one of them has even replaced their corporate website with a Facebook Page and many of them are even using Twitter, personally if not for their brands. The legal/creative issues for user generated content have not gone away - the clients lawyers are still saying “no” to many creative, social content campaign ideas.

It goes like this:

1. Creative team pitch in a cool, engaging user generated/social content, game/application/tactical campaign
2. Client loves it
3. Digital producers spec it out, and it all looks like its all systems go.
4. Then it gets run past the lawyers
5. Lawyers say no
6. Campaign gets killed or its “Back to the drawing board”

Mar 15 Comments comments
advertising, brand engagement, mobile, social media, social networking

Australians increasing social media use is led by Facebook

Nielsen reports today via Nielsen’s 2010 Social Media Report, that there are now 9 million Australians interacting on regularly on social networking sites with Facebook dominating - more than 83% of social networkers naming Facebook as their main social networking platform, up from 72% in 2008 and 34% in 2007.
Overall, Facebook is Australia’s most popular social network with 75% of online Australians having ever visited, and via time spent per month (more than 8 hours per month which is seven and a half more hours than its closest rival site YouTube)

Jan 10 Comments comments
advertising, brand engagement, mash-ups, social media, television

Social mashup goes mainstream: Pepsi Hit Refresh

Earlier this week, Pepsi Australia’s Hit Refresh social media and heavyweight outdoor campaign started it’s promotions activation phase, via a Twitter treasure hunt and the engagement so far has been extremely high. This is a campaign I’ve been working on since late 2009, and I’ve really enjoyed seeing social brand advocacy in action at a grass roots level in the Gen Y and Gen Z demographic. Particularly on Facebook, Fans of the page are spontaneously sharing their love of Pepsi, requesting the treasure hunt come to their city, and enjoying the MTV TV spots.

There are a few points about this campaign that makes it distinctive in both the social media and advertising landscape in Australia:

Dec 06 Comments comments
advertising, brand engagement, film, social media, television

Why filmmakers should care about social media

I gave this presentation at the 17th Annual World Congress for Science and Factual Producers in Melbourne on 4th December. The audience was mainly documentary and science filmmakers from around the world who came to find out about social media and what it could do for them.

Oct 12 Comments comments
advertising, brand engagement, social media, social networking

what are the rules of social media?

A friend who runs a very successful business was contacted via email recently as he’d been held up as a “How not to use twitter” case study at a marketing event. While the person who emails this may or may not have had good intentions, there are a bunch of reasons why they are just completely wrong and inappropriate in judging at all. I’ll start with their Twitter profile:

Aug 26 Comments comments
advertising, brand engagement, social media

Are you marketing to your ego?

David Meerman Scott will be at the next Social Media Club Sydney (SMCSYD) event to talk about how marketers can “understand social personas and stop wasting money and resources”
David has many case studies on his blog and his book World Wide Rave, but the post that leapt out at me takes it one step earlier in the process referring to the marketplace being the outside world and not your office.

His question to all of us marketing in the new era:

1. Do you market to your ego? Or to the external marketplace?
2. Focus on your buyers, not your bosses.
3. The marketplace is the outside world, not your comfortable office

Jul 14 Comments comments
advertising, brand engagement, social media

How social media influences trust in advertising

Last week Nielsen released the 2009 Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. The survey covers degrees of trust consumers have for advertisers/brands. The top 3 are worth highlighting:

* 90% of consumers surveyed trusted recommendations from people they knew personally
* 70% trusted opinions from other consumers posted online
* 70% trusted brand websites
The key takeaway for me is that “strangers” opinions posted online offer as much trust to the consumer as the company website. That can be a glass half full or half empty depending which side of the social fence you sit on.

Jun 21 Comments comments
advertising, brand engagement, social media

How not to use Twitter: HabitatUK as a case study

Habitat is a trendy furniture store, set up by Terence Conran in the 1970s, for those who’ve never been to the UK its like a slightly more upmarket version of Ikea. @HabitatUK turned up on Twitter a couple of days ago, and decided to use trending topic #hashtags at the start of their tweets to get noticed. They used ones that had absolutely nothing to do with furniture, decorating, or shopping, but obviously the top hashtags for Thursday evening AEST such as #iPhone #mms #Apple and even Australia’s Masterchef contestant who got voted off #Poh. I found these on Twitter Search:

Jun 02 Comments comments
advertising, social media

8 reasons to use Twitter in promotions

When I was doing my 10 Twitter Strategies for Australian Brands post, I found a cracker of brand and promotion campaign on Twitter called iSpyLevis. The premise is very simple: the person running the Twitter account goes out to an inner city location every day, posting pictures of where they are. When a Twitter follower recognises her/him, they get free jeans. About 8 pairs of jeans are given away every day, in different styles, men’s and women’s. I notice that its been building followers steadily, and now the Sydney tweeters are noticing and interacting

May 22 Comments comments
blogs, brand engagement, social media, social networking

Social Media Club Sydney plays nice

Authenticity and Transparency in Social Media Part 1 from SocialMediaClub Sydney on Vimeo.

We got over the hurdle of the initial Social Media Club Sydney inaugural event with a packed house of people who came to see Adam Ferrier talk about the Naked Communications Witchery Man “Girl in the Jacket” campaign and Leslie Nassar talk about his alter ego, the fake Stephen Conroy.

Beach Meet was on the week before and there were waves of hostility directed at PR agencies (accused of hijacking Twitter) and Social Media Club Sydney (accused of random stuff) was at an all time high. So much so that Kelly Tall was prompted to name the Twitter/blogosphere sniping and bitchiness a “feral sandpit”
Leslie already had a cult Twitter following, so he was likely to be OK. Given that the Witchery Man launch had already copped it on from the social media set, as well as digital marketing/regular advertising commentary, we were all steeling ourselves for some serious stoushing.
We never expected what happened.