insight

Finding The Right Engagement Mix

by Adrian Taylor June 3, 2011

At Springbox we spend a lot of time thinking about the many ways brands can interact with their communities in the digital space. A brand's communication network can span everything from email to Twitter to corporate blogs to AdWords and beyond. Some brands we meet are too narrowly focused and missing out on opportunities to engage. Others have become overwhelmed trying to maintain too many properties, or worse, the wrong properties. Many brands with good intentions jump into interactive mediums without clear goals or support structures in place only to find they've created more work for themselves and less than favorable outcomes.

Here are some ways to avoid such pitfalls and find your right engagement mix:

Assess your communication network.
Make sure that every channel has a clear mission and criteria for success, and then make sure each channel is meeting its goals. If it isn't performing, look for tweaks that can be made, or find the right way to phase it out.

Know your audience.
Make sure you define your audience and that your definition is up-to-date. We like personas, but there are other methods.

Critically investigate the market, your competitors, and digital trends.
Don't invest in a medium just because your competitor has or because the blogosphere is proclaiming it the next big thing. Get the data you need to decide if something makes sense for your needs.

Don’t get locked into a formula.
Campaigns and initiatives vary from one to the next. Focus on the goals of each effort to determine the best approach.

Measure, review, refine.
The digital landscape is entirely too transient for brands to rest on their laurels. As marketers and communicators we must always be evaluating the performance of our efforts and looking for new and better ways to connect.

 

The Best of ad:tech 2011

by Jen Marshall May 25, 2011

Between pretending to be a gnome in Muir Woods and checking out a Giants game, I also took in the sights and sounds of ad:tech 2011. The conference is the largest gathering of digital marketers hosting keynote guest speakers, like Arianna Huffington, Antonio Lucio, Manny Anekal and John Bax to name a few. Hot topics on everyone’s lips: tablets, social gaming and mobile. Here are a few key takeaways from top sessions:

 

The Revolution Will Not Be Televised…It Will Be Tweeted or Facebooked

Speaker: Arianna Huffington
Topic:
Recap of how social media is transforming the world.
Insight:
As people become more entrenched with technology, hyper connectedness results in missing actual genuine connections in our day-to-day lives.
Quote:
“Don’t look at what things [technologies] are dying in our world, look at what is being born.” 
Trends:
Localization of news. As international and national media falls, emphasis on quality local news will prevail. AOL’s recent project: patch.com.

WATCH KEYNOTE PRESENTATION

Too Big To Ignore – Social Gaming  

Panelists: Jimmy Kim, Tim Chang and Kim Kyaw
Topic:
Social gaming has hit and the stats are staggering.
Insight: The key to creating a successful social game is technical infrastructure,
monetized play and culture tie-ins with friends.
Fact: Social gamers don’t think of themselves as gamers — on average, they’re
40+ women in the U.S.
Trends: Anticipate an increase in social gaming with the growth of tablet adoption.
Brazil social gaming market is on the rise.

VIEW PRESENTATION

Trends, Fads & Transformations – The Changing Face of the Internet

Speaker: Jeffrey Cole, Director of USC Anneberg Center for the Digital Future
Topic: Evolution of technology, from the 1950s to present.
Insight: From single hit releases to e-books to an infinite number of cable
channels, consuming music, TV and books will continue to evolve. 
Prediction: Laugh tracks will disappear from shows as users become more
familiar with consuming media by themselves or online with friends. 
Trends: Screen time will increase to over 50 hours per week in the next
3-4 years and privacy concerns will peak.

WATCH KEYNOTE PRESENTATION

Ad Age Digital Conference Recap, Day Two

by Leland Means May 10, 2011
Click here for Day One of the Ad Age Digital Conference Recap

Day Two


The Ever-Expanding Online Universe


This was an engaging talk about the sheer growth of online media from Lorraine Twohill, Google’s CMO. Today, it’s estimated that the web contains 800 exabytes of digital content, up from five exabytes in 2003. These days, in three days time, we create what was the overall digital content in 2003. Simply amazing.

Social Networks: The New Engine of the Global Economy


Brad Burnham, Partner, Union Square Ventures believes the future of economies will increasingly depend on social and online networks and information. As such, there will be a premium on the efficiency and engagement of the networks. Over time, users will expect more services and value from these networks. Burnham believes the future will see online networks subsuming bigger and bigger chunks of the global economy. If you look to media, we may already be witnessing this phenomenon. Threaded throughout his conversation was the concept that the social sphere can be curated by marketers, but a very deft touch will be required so as to not over-commercialize this sphere. Those brands employing a heavy-handed approach will fail.

What’s the Value of Sharing?


We’ve all shared content online and understand its importance in spreading information. But how do you monetize online connections. Jared Hecht, GroupMe CEO, has formulated that sharing link on Facebook is worth $1.00 to brands — on Twitter, 10¢.

Beyond the App – Making Mobile Matter


This was a great presentation about the value of mobile marketing.  Amy Curtis-McIntyre, CMO, Old Navy and Evan Krauss, EVP, Ad sales, Shazam provided insights into how to maximize the return of your mobile marketing efforts. It turns out that 86% of TV viewers use mobile devices while watching TV (Nielson/yahoo mobile shopping study). And while TV remains the primary ad medium for a majority of Americans, more and more consumers are using a second screen simultaneously while watching TV. Dual and triple-screen viewing is confirmed in my own focus group of one — the other night while using my PC, watching Modern Family, and playing Word With Friends on my EVO.  This is also a testament to what we saw during the Super Bowl from Audi with their use of hashtags in their broadcast content — driving spikes in their twitter engagement.

Arianna Huffington’s Perspective


Arianna Huffington had plenty to say (as you might expect) about the future of online media. Huffington sees a new business zeitgeist emerging:
  • Companies will do well by doing good (supporting causes and cause marketing)
  • More firms will focus on localizing their attention and efforts
  • Organizations should appreciate the importance of work/life balance

What’s Next After Ad Age Digital


It’s always energizing to hear how your peers are approaching the complex business challenges we all face, and the Ad Age Digital Conference was no exception. I can’t wait to integrate some of the innovations and thinking presented at the conference into what we do every day with our clients at Springbox.  

Ad Age Digital Conference Recap, Day One

by Leland Means May 9, 2011

In April, I was privileged to attend Ad Age’s Digital Conference in New York.

To say it was an exciting event would be an understatement. Technology and marketing are converging in new ways, and digital innovations are revealing a new future for our industry and our clients.

There were three tracks of presentations that attendees could explore, covering topics on video, mobile and social media. I attended discussions on a wide range of topics. Here’s my collection of memorable moments from the two days:

Day One


Gaming as Media


Where has your target audience gone? According to John Riccitiello, CEO of Electronic Arts, there’s a good chance that they’re gaming. He believes as many as three billion consumers worldwide will be gaming soon and it’s high time to consider gaming as a key component in brands’ media mixes. Says Riccitiello, gaming is interactive, not linear media. Engagement is crucial to building brand — and it must be done interactively.

Consumers & Content Creation


Wendy Clark, SVP Integrated Marketing Communications & Capabilities at Coca-Cola, appreciates the lead that consumers have in online conversations. Brands can no longer control the message. At best, brands can be invited to co-create. And considering that fans have 2x the consumption frequency and 10x the purchase intent of non-fans, marketers should pay attention to their fans.

What Works Best on Facebook


As part of the Disruptor Series, Michael Lazerow, CEO and Founder of Buddy Media, offered effective strategies for Facebook wall posts. Having analyzed Facebook wall posts from 200 of the world’s largest brands, he drew the following conclusions:
  • Keep wall posts short — 80 characters or less; these are 27% more engaging than longer posts
  • Beware of URL shorteners — Full-length URLs offer three times higher engagement rate compared to shortened URLs
  • The soft sell pays off — Event and winner offers perform better than free shipping and/or cost-saving messages
  • Questions work — “When” and “where” questions are best. Avoid “why” questions like the plague
  • What time should you post? — Thursdays, after work hours have 20% higher engagement rates 

Absolute’s Stooplife: Reaching Audiences with Limited Edition Products


To reach niche markets, Absolute Vodka engaged nine bloggers and asked them to wax poetic about Brooklyn. Each of their perspectives, their unique “stooplife”, was paired with limited edition products. The results garnered Absolute’s best limited edition product launch to date, with 4-minute-average site visits, more than 500 media placements (double from previous city results), 110 Million online media impressions and 2.5 million reach on Twitter.

How CIOs make purchase decisions


Searching for a strategy to target CIOs for your next B2B campaign? Try social media. According to Karen Quintos, Dell SVP and CMO, more than 90 percent of CIOs make technology purchase decisions through social media. Karen Quintos went on to comment that building social into the fabric of the day-to-day isn’t always easy and is an evolution, but is now unquestionably built into how Dell does business every day.

Consumers are leading the way forward


Geoff Cottrill, Converse CMO, believes social media is unavoidable for brands. In 2010, Converse had more than eight million fans on Facebook. Their strategy for the future? Let go — their consumers will tell the brand where to go. It was a big risk, but, according to Cottrill, it has paid off. Fans skyrocketed to 15 million on Facebook, and surged from zilch to 14 million on two separate sites. Going forward, Cottrill stated that Converse’s spend in traditional media will be less than 10% of its budget. The remaining 90% will be allocated for emerging media. 

 

Editor's note: Check back tomorrow for Leland's account of the Ad Age Digital Conference, Day Two. 

SXSW 2011 Panel: The Future Enernet: A Conversation With Bob Metcalfe

by Mike Nowlin March 14, 2011
Photo of Bob MetcalfeBob Metcalfe invented the Internet, or rather, he invented one of the key technologies that led to it, the ethernet. Then he started 3Com. Now he's a professor at the University of Texas and an investor with Polaris Venture Partners. For the past five years, his passion has been energy. Specifically, Metcalfe wants to solve the looming energy crisis, in part by using his experience laying the groundwork for the Internet to help plan for a more sustainable, greener energy future. He's nicknamed this approach the Enernet.

His key point is the need to focus on more efficient, less destructive sources of energy to allow for huge increases in available energy. The Internet has shown us that innovation and distributed resources can not only provide faster, cheaper, better access to information and entertainment, but also create a foundation from which unknown advances will spring forth. Metcalfe quipped, "When the Internet was being built, I was there, and no one mentioned YouTube." Now, services such as YouTube and Netflix use enormous amounts of bandwidth to deliver content. (According to Google, YouTube gets 35 hours of video uploaded every minute, and 2 billion views a day.) The founders of the Internet took a closed system provided by IBM and AT&T and distributed it across a global, accessible network, but they never envisioned the dominance the Internet would have a few decades later as a platform for providing disruptive and positive changes to our way of life. As we try to solve the energy problem of reliance on unsustainable, damaging fossil fuels, Bob foresees a "squanderable abundance" of clean energy and the impetus for currently impossible ideas like cheap space travel. For Metcalfe, the exciting part is the potential for great benefits we can't even dream of — and solving global warming in the process.

How do we get there? Interviewer Joel Greenberg noted, "Efficiency is the cheapest form of innovation." A lot of very smart companies are trying to find alternative sources of energy. Polaris has invested in Sun Catalytix, a startup developing a method of separating hydrogen and oxygen from water sources, including contaminated water and sea water. The output is powerful, clean‐burning gases and super‐clean water. Cool stuff.

Other Polaris interests are working on various methods of energy storage such as "giant scuba tanks" for compressed air and bio‐fuel research such as carbon dioxide loving algae. Not all the investments end with great success, Metcalfe admitted: "One of our investments was in algae, but it didn't work out. But it wasn't the algae's fault, it was mine."

Metcalfe is betting on nuclear and solar, but suggests that natural gas will be the bridge to get there. Natural gas is cheaper than oil, produces half the harmful biproducts during use, and — due to recent advances in drilling — is available domestically in "virtually limitless" quantities. The evolution of primary energy sources has been wood, coal, and now oil. Gas is next, and Bob sees solar and nuclear beyond that.

The discussion pointed to learning from the innovations of the technology, strategy, and government involvement with the proliferation and growth of the Internet, and applying the same ideas to energy. Bob hasn't been happy with the results of the industry so far. He noted that the Department of Energy was set up with the explicit goal of ending the US's dependence on foreign oil. He thinks it should now be shut down due to failure to make inroads towards that goal. Even early attempts to shift to more domestic resources, such as corn ethanol, have been unsuccessful, although Metcalfe did note, "At least we're wasting the money in the Midwest now instead of in the Middle East."

The opinions contained in these pages do not necessarily reflect those of Springbox or its parent company, DG.
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