brainiacsatwork.com

NEW YORK (AdAge.com) — Retailers are embracing social media like never before this holiday season. More than half are including it in their marketing strategies, up drastically from only 4% in 2007, according to a new survey out from BDO Seidman. Of those who reported plans to use social media, 76% are focusing on Facebook, 50% on Twitter, 14% on MySpace and 14% on YouTube. Ten percent said they expected to utilize each of those outlets…

We look at five social-media strategies that are getting it right and five that could use a little — or a lot — of improvement.

Social-media strategies we love …

–> BEST BUY
Even its commercials have a social-media tie-in, featuring its Twelpforce Carolers offering gift advice. (Its YouTube channel offers behind-the-scenes footage of actual employees trying out for the Twelpforce Carolers.) The retailer also has a robust Facebook presence, featuring several exclusive applications such as Hint Helper, Secret Santa, Idea Giftr and, coming soon, Christmas Morning Simulator. The Hint Helper will drop personalized hints to friends and family via a cookie placed on their computers. While Best Buy’s application section is robust, it could do a better job of leading the conversation on Facebook, as opposed to simply responding to customer complaints. Still, when it comes to customer interaction, Best Buy has it down on Twitter. Its handles @bestbuy and @twelpforce, not to mention CMO Barry Judge’s own handle, @bestbuycmo, all do a stellar job.

–> EBAY
The online retailer kicked off the holidays with a free WiFi offering on Delta flights over Thanksgiving, which earned plenty of mid-air tweets of appreciation. Those following eBay on Facebook or Twitter have also been rewarded with up-to-date sales and promotions data (for example, a Zhu Zhu pet giveaway to the first 100 visitors at the eBay pop-up store). On Facebook, eBay leads the conversation with sales news or by posting content from popular sites such as Chow. And its Twitter handles @ebay and @ebaydailydeal are completely holiday themed. The former supports the retailer’s mobile boutique, which is popping up in 12 cities this holiday, and the latter gives out hints about its “12 Days of Deals” program, which features a new item with limited availability at a deep discount each day. Both Twitter feeds are streamed onto ebayholiday.com. Also, there are streams of texts and tweets featuring holiday gift wishes.

–> JCPENNEY
JCPenney uses its Facebook page as much for customer service as for marketing. When customers post complaints or praise to Penney’s wall, the retailer jumps in to address them , offering personal assistance and thanking customers for posting their love for the brand. It occasionally posts video content and links to buyer guide CheapToday.com. Another tab on its Facebook page links to a follow-up to “Beware of the Doghouse,” the 2008 video from Saatchi & Saatchi that drew millions of views, as well as a new website from North Kingdom. (The new “Doghouse” site is in itself a user-generated fest and users can post that content back on Facebook.) Fans can also participate in an online giving tree, and view designer collections and sale items. On Twitter, the brand tapped blogger and tweeter @SavvyAuntie to disseminate sweepstakes and sale items on Cyber Monday to her nearly 12,000 followers.

–> TOYS ‘R’ US
With Shaquille O’Neal, Toys ‘R’ Us will donate $1 to a charity for every new Facebook fan. Shaq even tweeted about the promotion — what he called the “Shaq-a-Claus” challenge — to his more than 2.6 million followers. The brand also appeals to parental nostalgia on Facebook, providing audio and surveys on the old-school jingle “I don’t want to grow up.” Mixed in with callouts of discount products, polls have a substantial presence on the brand’s wall, with queries on favorite board games or Disney characters. The page also contains coupons to use in the brick-and-mortar stores. On the customer-service front, Toys ‘R’ Us is an exemplar brand for responding to fans and managing customer reaction. On Twitter, the brand used tweets to drive traffic to Facebook with offers of online discounts for new fans. While the brand responded to a few customer tweets, next year they should Twitter more in this way.

–> WALMART
Since the last holidays, Walmart has gone from no holiday traffic from Twitter to being the most-visited retail site during Black Friday and Cyber Monday after Amazon. With nearly a dozen Twitter handles, the brand addresses topics from music to customer service and calls out deals online. The biggest retailer in the world dubbed the week following Thanksgiving “Cyber Week” and used social-media channels to drive traffic to its online specials. On Facebook, the brand features apps to support U.S. troops and generate wish lists, as well as sections that aggregate commercials and photos. While we can offer Walmart lots of advice for its social holiday next year — get into the conversation on the comments wall; Facebook isn’t a broadcast channel, it’s a chance to foster conversation with customers. The brand does a good job with holiday-themed articles, such as “Using Leftovers,” that offer advice and don’t just shill.

Josh Warner is president and founder of Feed Company, which promotes and distributes brand videos, including campaigns such as Levi’s “Backflip,” Ray-Ban’s “Catch” and Activision’s “Bike Hero.” In three years, Feed has seeded more than 100 videos across the social web.2009’s crop of top viral video advertisements show us that people are willing to embrace a host of creative approaches on the social video Web, from beguiling mini-films, to user-generated advocacy, to YouTube celebrity endorsers, to elaborate commercial-grade productions. That’s good news for creators.

Regardless of the approach, the key for marketers is a solid understanding of what a brand is, who is the brand’s audience, and what moves them. Strangely enough, this formula sounds like traditional advertising. This year’s Top 10 is certainly a glimpse of how the viral video ad business is evolving, and as marketers, what we can learn from that evolution.

1. Inspired Bicycles

Advertiser: Inspired Bicycles
Ad Agency: N/A

Why it works: Inspired Bicycles’ team rider Danny MacAskill scales fences in and around Edinburgh, Scotland. The video is as mesmerizing as its hypnotic soundtrack from music group Band of Horses. It’s a solid example of how a brand pursuing a niche market – mountain bike trailblazers – can reach the masses with a brilliant viral video execution.

2. SIGNS

Advertiser: Schweppes
Ad Agency: Publicis Mojo and @RadicalMedia

Why it works: A love story with few words, Signs compels you to watch until its poignant end. It conclusively dispels the myth that viral video executions must be short and gimmicky to grab your attention.

3. Piano Stairs

Advertiser: Volkswagen
Ad Agency: DDB Stockholm

Why it works: “Take the stairs instead of the escalator and feel better” is something we hear but didn’t often see until this sly video from Volkswagen appeared on the Web. It’s part of an inspiring campaign, The Fun Theory, that encourages people to come up with fun ways to “do good.” The video itself did well indeed, imbuing Volkswagen with a fun new ethos and racking up millions of views in the process.

Jessica Faye Carter is an award-winning author and columnist. Her company, Nette Media develops social media technologies for women and multicultural communities, and she blogs at Technicultr.

The expression of community has changed considerably since the emergence of social media technologies, but its basic foundation — the notion of individuals exchanging information, ideas, and opinions — remains firmly intact. Today, one of the most widely-used tools in developing these types of exchanges online is WordPress, the popular blogging and publishing platform. Part of its appeal is the ease with which users can build advanced functionality into their sites with plugins. If you’re interested in building a community around your site, there are plenty of third-party add-ons that can help create one.

These 10 WordPress plugins add features that will help you to engage your user base.

Highlight Your Best Content

1. Featured Content Gallery – If you’re not an expert in programming or design, Featured Content Gallery makes it easy to highlight images, posts, or pages anywhere on your site. It comes with a sleek and contemporary design that is fully customizable through the WordPress dashboard, so that you can integrate your highlighted content seamlessly with the rest of your site.

2. Popularity Contest – Your users will want to know what’s popular and interesting to their peers in the community and the Popularity Contest Plugin can help. It keeps track of the most popular posts and pages on your site and acts as a leaderboard that directs users to the most active content in your community. You can customize the point values assigned to user actions on the site, such as comments or views, and display the results easily in a widgetized-sidebar.

Facilitate User Engagement

3. Viper’s Video Quicktags – Including video in your community is easy using Viper’s Video Quicktags. Just enter the URL of the video in the prompt box and see a preview of the video right on your screen. Then specify the dimensions and other customizations you’d like to add and see your final product before saving it into your post. Supported video sites include YouTube, Google Video, Vimeo and others.

4. WPtouch – Part of keeping the community vibrant means letting your users take it with them. You can go mobile with your community using WPtouch and avoid building a mobile website or the costs of developing an iPhone application. You can control the mobile user interface by allowing the browser to automatically route users to the interface of your choosing — your site or the WPtouch interface, which looks similar to an iPhone app. You can also show or hide post excerpts and customize the icons and general appearance of your mobile site.

5. Disqus Comment System – Nothing stops a potential commenter in their tracks faster than having to set up a user ID and password in order to leave a message on your site. At the same time, most of us would like some sort of authentication process we can use to identify and correspond with other users as we develop our communities. The Disqus Comment System allows users to engage with your site using their Twitter, Disqus, Facebook, OpenID or selected other accounts. This prevents users from having to set up new accounts while allowing for authentication. Bonus: the Reactions feature allows you to include the social component of user feedback into your comments.

6. Customize Your Community – Customize Your Community (CYC) provides some useful options for those building communities in WordPress. It allows you to re-brand the WordPress pages for registration, logging in/out, and lost passwords, as well as the user profile pages. In addition to giving your community a standardized look and feel, CYC helps with a long-standing navigational issue in WordPress: it automatically directs “subscribers” to their profiles and bypasses the WP backend entirely.

Measure on the Fly

7. Clicky

– While Google Analytics provides you with a long-term perspective on your site metrics, Clicky gives you instantaneous feedback. The dashboard includes traditional site metrics, but also offers cool features, like “Spy”, which pinpoints the location of current visitors on a map. It’s an easy way to get a snapshot of your site’s current activity and, in conjunction with Google Analytics, gives you a comprehensive overview of your site’s activity.

Improve User Navigation

8. Breadcrumb NavXT – Your users aren’t exactly Hansel and Gretel, but they still may occasionally need help navigating your site, particularly if it’s content-heavy. Breadcrumbs are usually located just below a site’s primary navigation system and look something like this:

Home » Dance Music » Saint Etienne » Method of Modern Love

Breadcrumb NavXT, the successor to Breadcrumb Navigation XT, improves your site’s navigation by building this kind of virtual breadcrumb trail for your users to follow. This way, users will know where they’re located on your site. This plugin may require customization, depending on your theme; check out the Advanced Options section of the plugin’s homepage for additional instructions.

Monetize It!

9. Advertising Manager – If you were previously using the Adsense Manager plugin, you’ve probably noticed that it hasn’t been updated in a while. That’s because it has been succeeded by Advertising Manager, which is recommended unless you are using WordPress version 2.5 or earlier. The renamed version supports a broader group of ad networks in addition to Google AdSense, such as Adify, AdBrite, and several others. It also imports your AdSense Manager settings, for users of the previous plugin.

10. WP125 – Do you prefer a more hands-on management style for your advertising? WP125 allows you to do everything from arranging the ad display so that it fits your site design to setting timelines for ads (they can be removed automatically or manually at expiration). It also provides a placeholder for empty ad space, which you can switch to your own customized version.

Do you have another plugin that’s been helpful to you in building your community? Share your favorites in the comments below.

(via Mashable)

Red Bull, Virgin America, Uniqlo and Guinness Lead the Way

Posted by Garrick Schmitt on 11.10.09 @ 09:50 AM

Is advertising dying? It’s certainly fashionable to say so. Conventional wisdom holds that traditional media’s grip on consumers continues to slip as they increasingly turn to the internet and their peers for entertainment and purchasing recommendations.

In fact, any planner worth his or her salt can reel off a stream of statistics pointing to advertising’s demise — or lack of effectiveness, at least: Prime-time continues to erode as all the major networks saw significant declines for last year’s season; 77% of U.S. consumers trust businesses less than they did a year ago; consumers trust their peers’ opinions online more than any other source and a whopping 83% of Mad Men’s supposedly ad-friendly time-shifted audience fast forwards through commercials according to Tivo. The list goes on and on.

But perhaps it’s not that advertising is failing but that brand experiences (both on and offline) are really what are capturing the imagination of today’s consumer. In FEED, a new report that I authored with my colleagues at Razorfish, we found that digital brand experiences are having an inordinate sway on consumer purchasing habits and brand affinity.

Of course, brands that were “born digital” intuitively know this. Google and Amazon are pioneering experiential brands. That’s why Amazon continues to pour money into improving its customer service rather than run traditional advertising or marketing campaigns. As Amazon CEO Jeff Bezos has said, “We are not great advertisers. So we start with customers, figure out what they want, and figure out how to get it to them.” Zappos (which recently hired Mullen) built its brand the same way, as has Facebook.

But what about more traditionally-minded marketers who weren’t born digital? Can they succeed in an experience-driven world? The answer is “yes” and here are some of the best:

–> Red Bull: Red Bull basically pioneered the experiential category. Not only did the brand rise to prominence by sponsoring alternative athletes and lifestyles, it went further by creating its own events, like Red Bull’s Flugtag and even its own sports like Red Bull’s Crashed Ice, which takes over old Quebec with a mix of hockey and motorcross. Even the brand’s website has morphed into a blog, much like today’s most popular publishers.

–> Camper: Most of us in the U.S. think of Camper as purely a comfortable yet stylish shoe brand. But the Spanish company is much more and pursues a brand ethos that’s both traditional, cultural and fashion forward simultaneously. Proof: Casa Camper, stylish (but laid back) hotels in Barcelona and Berlin that embodies the brand’s essence. Ditto for Camper Together which taps up and coming artists to create one-of-a-kind boutiques.

–> Guinness: Guinness may be 250 years old, but it’s acting like a much, much younger marketer. The company has embraced experiential branding both literally and figuratively with its “It’s Alive Inside” positioning. For its anniversary, Guinness offered up Remarkable Experiences, including a trip into space. It also released a pub-finder iPhone application with a social media twist. More impressively, the brand created the Guinness Storehouse, a seven-story building that functions as both museum and pub, that has now become one of Ireland’s top tourist attractions. And, more recently, Guinness even wired up its rugby team with RFID tags (including balls and players) to capture a whole range of statistics about how fast, powerfully and effectively the game is played.

–> UNIQLO: Few companies have so used digital like Uniqlo to both build a brand and breakthrough to new consumers — and on a truly global scale.The Japanese retailer surprises and delights consumers at every turn, whether through innovative iPhone applications, calendars, e-commerce, stylebooks and microsites. Uniqlo’s experiential efforts not only express the brand, but reach new consumers who may live thousands of miles away from the nearest retail location.

–> Virgin America: Virgin America has gone further than most, ensuring that the experience is the marketing — and advertising in many cases. The brand targeted tech-savvy consumers early on with its Red system entertainment console and in-flight WiFi. It showed off its dramatic interiors in promotions with Diggnation and YouTube celebrities; became an early adopter of Twitter for customer service; and reinforced its brand values through its simple booking engine on VirginAmerica.com. And now, for the holidays, Virgin America is partnering with Google to offer free WiFi for travelers.

–> Nike: Nike, of course, has been moving in this experiential direction for a few years. ‘We’re not in the business of keeping the media companies alive,” Nike’s Trevor Edwards told the New York Times in 2007. ”We’re in the business of connecting with consumers.” And so they have. The company continually earns kudos for consumer experience breakthroughs like Nike+, its online running community; the Human Race, a global running event; and more recently the Livestrong Chalkbot which enabled users to submit a text message that would be painted (digitally) on the route of the Tour de France.

Experiences, it would seem, are the new advertising. Experiences reach and engage customers in new and more meaningful ways, they promote “trial” over simply messaging and — quite frankly — experiences are much more suited to our digital era when everything is just a click away. Our challenge now, as marketers, is to make sure that our products and brands can actually live up to the experiences that we advertise.

By Jason Falls
Published November 10, 2009

You’ve probably heard people talking about social media monitoring. It’s wise to listen to conversations before you participate in them. Social media monitoring allows you to do just that.

But many brand and marketing managers responsible for social media don’t quite understand what social media monitoring is and why it’s important. Here’s a quick primer:

Social Media Monitoring Is Listening

Listening to online conversations is technically done without ears. Using search engine technology, social media monitoring tools scan the Internet looking for documents that contain keywords you select. They return those results in some sort of order that allows you to see where people have mentioned your brand, company, product or whatever you specified.

Seeing these results reveal which websites or blogs you should visit to either see what people are saying about you or actually participate in those conversations. Without monitoring, the conversations are happening without your knowledge.

Social Media Monitoring Can Be Free

The easiest way to start monitoring social media is to sign up for some free tools and services. Google Alerts allows you to search for a word or phrase just as you would in a regular search, and then notifies you when something new pops up on the web with that search term. You can subscribe to email updates of the new search results or add them to your RSS subscriptions. (If you don’t know what RSS is, watch “RSS in Plain English,” a video from CommonCraft.)

You can also search for your company or product name on Twitter to see real-time conversations that include mentions or discussions of your brand. Add Technorati to the list and your monitoring will cover the majority of blogs as well.

Paid Social Media Monitoring Solutions Are Often Worth the Investment

The one drawback to the free monitoring solutions is that manual work will be required to quantify the results for your executives or report your findings. Paid social media monitoring services like Radian6, Scout Labs and Techrigy pull all those conversations together into an organized, web-based dashboard and allow you to pull charts and graphs that explain the information with very little work on your part.

One big benefit to many (but not all) of the paid solutions is their ability to analyze sentiment and tone of the conversations through fancy computer algorithms using natural language processing. What this means is that you can log in to your service, see that there were 250 conversations mentioning your brand this week, and of those, 83 percent were positive, 10 percent were negative and the other 7 percent were neutral.

Paid monitoring solutions offer dashboard experiences like this one from Radian6 which makes monitoring your brand easier

Monitoring Is Only the First Step

Finding and cataloging the online conversations about your company is just the tip of the iceberg in social media monitoring. Once you know where conversations are taking place and what is being said about your company, you can then participate in the conversation. This is critically important for companies because today’s web-savvy consumer requires direct access to the people behind the products and services they buy or shop for.

Let’s say you find a customer upset about the service she received at your place of business earlier today. Letting the individual mouth off to her friends who have a natural predisposition to either agree or jump on the bandwagon of hate only guarantees your company will be thought of negatively by those involved in the conversation. However, social media case studies show time and time again that entering into similar conversations with a simple, “I’m sorry you had a bad experience. What can I do to help?” shows the disgruntled fan—and her bandwagon-jumping friends—that you’re truly interested in improving the situation. The customer response is almost always something like, “Wow. I didn’t know you were listening. Thanks for offering.”

Smart Monitoring Can Build Your Business

Please don’t think that social media monitoring is limited to mitigating online detractors. By analyzing the conversations around not just your company, but also your industry or even competitors, you can gain a significant market advantage and actually drive business.

Let’s say you’re monitoring mentions of your nearest competitor and uncover a trend that people are complaining that their product (say, a coffeepot) is great but not durable. You then change your advertising campaign to trumpet the fact your coffeepot lasts three times longer than the competitor’s.

For another example, suppose you have a national product that has inconsistent sales patterns from region to region. Your social media monitoring shows you what people in the Pacific Northwest say are the best and worst qualities of your product, but the answers are different in the South. This consumer intelligence helps you better market your product based on geographic and cultural specifics which can be the difference in customers choosing you or your competition.

Last but not least, sophisticated monitoring can even reveal individual customers who are at the point of making a purchase decision, enabling you to reach out and help them make a connection to your product at the absolute perfect time.

What Are You Waiting For?

Now that you have an idea of what social media monitoring is and what it can do for you, dive in. Start a Google Alert for your company or product. Add one for some general industry terms your customers might use when discussing your category. Add one for each of your competitors. As you feel comfortable, add Twitter and Technorati searches, then branch out and start exploring other social media monitoring tools. At the very least, you’ll have a better idea of what people are saying about you.

What social media monitoring tools are you using? What are your thoughts?  Please leave a comment below.