Tag Archives: social media marketing

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:

Sep 16 Comments comments
brand engagement, change management, social media

HabitatUK return to Twitter

It was in June that HabitatUK learnt the power of social media when they jumped on Twitter and used trending topic hashtags (the most tasteless was the Iran Election) to push signups to their marketing database and furniture discounts . As the blogger who broke the news, and then watched it break all records on Social Media Today, I am very relieved to see them back on Twitter. The case has been used as a benchmark of the cynical use of hashtag spam, been written up on countless posts, news stories and talked about on Twitter. Even though HabitatUK apologised through me via another blog post, and then promptly blamed their intern as the cause of the hashtag spam, they didn’t respond back on Twitter. Until now.

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

Aug 12 Comments comments
brand engagement, social media

A social media elevator speech

As today was designated Recycle a Blog Post Day, I decided to go back to my very first post, which was written to explain web 2.0 as a digital trend to a traditional advertising agency I was working for at the time. The only thing I’ve changed is the title and added and substituted “social media for web 2.0 in the post

One of the first questions people ask me about digital trends is “What’s so great about social media?” The easiest way to describe it is to use the 30 second elevator speech.

Jul 06 Comments comments
advertising, brand engagement, social media

the customer experience lifecycle of a social brand

With the definition of customer experience lifecycles, marketers can calculate the most strategic influence points on the path to purchase. What interests me is the multiple touchpoints in a customer’s lifecycle where brands who use social media marketing can make a difference to a customer’s experience. I found inspiration in this post on How to define social media strategies by using the customer experience lifecycle

A standard customer experience lifecycle includes the following stages:

Jul 01 Comments comments
advertising, brand engagement, social media, social networking

Qantas Travel Insider on building a social community

At the Social Media Club Sydney June event panel discussion Do you need an agency to run effective social media campaigns? Karla Courtney - Online Editor Qantas Travel Insider, and @qftravelinsider - represented the client perspective. Karla works client-side and has built a community around the @qftravelinsider Twitter account by engaging in conversations around travel. Watch the video excerpt from the evening.

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

Death of the microsite a casestudy: Bonds Art Attack

The microsite is dying, only most clients and (traditional above-the-line) agencies have not woken up to this yet. Adam Ostrow asks Is Social Media making corporate websites irrelevant? I agree with him and with We Are Social and say microsites are being killed off by social media (and search). Even David Armano just killed his website. Microsites are usually part of the silo’d channel marketing that clients (and some agencies) seem to love. So to have a brand campaign, you put out a TVC, some print ads, outdoor and then online is just the tacked on afterthought - and its usually the “matching baggage” banner advertising, and the microsite. Microsites exist because of a need for a campaign extension: a place to enter a competition, a place to go to when you’ve clicked on a banner to “find out more”, sometimes it’s a story that continues on from a television commercial. Except in most cases there’s not enough story to keep people hanging around to engage at all.