Social media marketing

What might surprise you is how quickly Twitter is growing as the social medium of choice among Fortune 500 companies. According to recent studies like “Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies,” conducted by the University of Massachusetts Dartmouth and Financial Insite, a Seattle-based Research Firm, Twitter is the platform of choice for Fortune 500 social media marketers.

The study examined the 2009 Fortune 500 in an attempt to quantify their adoption of social media tools and technologies, finding that 22% of Fortune 500 companies have a public-facing corporate blog – six percent more than 2008. The study also found that 86% of these blogs link directly to a corporate Twitter account, a 300% increase over 2008. Even more corporations have Twitter accounts, but not all link to them from their blog.

It would appear that Fortune 500 marketers are moving fast to Twitter for engaging with their key audiences. Of course, upon further analysis, you’d find that only 35% of these Twitter accounts are active – described as having been updated within the past 30 days. If I’m reading the study correctly, that means 65% are not being actively used.

While Fortune 500 companies have realized they need to be on Twitter – probably as defense against username squatting – few have truly embraced Twitter as a social channel. 

Of the groups that have engaged most heavily with Twitter, the insurance industry is leading the way, with 13 active Twitter accounts according to the study. Of course there are also companies like Exxon Mobil, the #1 company in the Fortune 500, that have no presence on Twitter.

A separate analysis of Fortune 500 Twitter, “The Global Social Media Check-Up” conducted by Burson-Marstellar, found that 79% of Fortune 100 Global companies are using one of four popular social media platforms, with Twitter leading Facebook, YouTube and corporate blogging as the platform of choice.

65% of Fortune Global 100 companies have active accounts on Twitter, while only 54% have Facebook accounts, 50% have YouTube channels, and 33% have a corporate blog. There is still plenty of room for improvement here.

Why Is Twitter the Preferred Platform?

Nobody knows for sure why Twitter is so popular, but there’s a good chance that it’s because it’s the easiest platform to launch. Companies can have a Twitter account up and running in a couple of hours (or less). There is a lot more work to do to launch a YouTube channel, corporate blog, or Facebook presence. It also takes considerably less resources to manage content production and audience interaction on Twitter than these other platforms. It’s a relatively low-cost and low-maintenance option for getting in the social media game.

Are Fortune 500 companies getting any value out of Twitter though? According to the Burson-Marstellar study, the answer is “yes”. Twitter accounts to the Fortune Global 100 average 1,489 followers. This doesn’t seem like much when you consider the average Facebook fan page for these companies has more than 40,000 fans, but it's progress.

A full copy of the new research report can be downloaded here: http://www.umassd.edu/cmr/studiesresearch.

1. How to organize and integrate your marketing operation to create a cohesive message
2. How to identify early in the process if you are achieving your goals
3. How to optimize your branding efforts and align them with your sales organization

• RedBull Connect – This site gives users access to information and articles from several Red Bull websites. This is a nice repository for everything related to red Bull without smacking users in the face with its advertising.  Consumers can comment, post, and interact with others without being forced to buy a Red Bull while, at the same time, red Bull always being part of the equation.

• Citysearch – The Facebook Connect portion of this is minimal; this is a good example of utilizing FB Connect to grab user information without implementing it for advertising.  The site personalizes your location when you connect with FB and automatically creates your personal profile and connects you with other Facebook friends on Citysearch - allowing you to share restaurant and other local recommendations via your Facebook feed.

• Pandora – Pandora uses less of a full-blown Facebook Connect microsite, and more of an application, but it is still a nice use of Facebook technology. The application can be used to share songs or a station with your Facebook friends.

The idea of creativity is held in high esteem by a great many people. When you see a fantastic work of art, or see a new piece of technology that blows your mind, you can’t help but feel appreciative of the creativity that went into making it. You may also feel envy. “Why can’t I be that creative? My world is too structured to be able to do those sorts of things.”

In my position at our creative advertising agency, it's my job to "be creative", but the truth is that anyone can, and everyone should, be creative. In many ways, I believe people are more creative than they give themselves credit for. It is easy to appreciate grand gestures of creativity: the Gugenheim Museum in Bilbao, the XBOX Natal project, Avatar. But you must realize that those large expressions are merely the accumulation of small frequent expressions of creativity. The people behind them are disposed to looking beyond the boundaries of the everyday. By opening yourself up to the idea that each choice you make can be infused with the unexpected, you will begin to see your life and your business enriched with the individuality of creativity.

So what does it mean to “be creative”? You may not have a gift for the arts, but that in no way hampers your ability to be creative. Simply doing something or seeing the world in a new way is the very essence of creativity. Break free of what you know and get outside of your comfort zone. In its purest form, creativity is anarchy. Of course that type of creativity is only useful in an abstract sense, wielded as a hammer to break through a wall of convention. Truly inspired creativity brings about brilliant new ideas within the constructs of necessary guidelines. For example, I can strap an accordion to a rodeo bull and record the “music” as it tries to throw its rider, but likely that will only result in a painful accumulation of noise. It certainly would qualify as a creative act, but that creativity would be wasted in the final product. It’s important to break out of our familiar way of thinking and acting, but do so while still respecting the natural boundaries of human perception.  Creativity is a delicate balance between spontaneity and limitations. Often “new” ideas will be criticized as derivative. That may be true, but that in does not diminish the achievement. No matter how “out of the box” you get, it is still related to the box in some way. Anything that ignores all conventions is only interesting in the abstract. A relationship to the world we live in and the conditions our lives and businesses thrive in is a necessity for success.

Not everyone can throw away convention and embrace the unknown, nor should they. Clearly, some level of control and stability is necessary in business and in life. But being comfortable with the unexpected will allow you to make more creative choices, and, perhaps more importantly, accept and encourage creative choices in those with whom you work. Start small: re-arrange your office, take a new route home, or run a meeting differently. These things have little risk, but will force you to see things in a new way. It may take you longer to get home, but you may see or experience something new that spawns new ideas or growth in your life. Each small act will make you more open to new ideas and change. Many consultants will tell you that a repeatable process is necessary to create an environment of measurable success, and that is certainly true, but innovation is equally important to business. Repeatable process is the antithesis of innovation. Even the most successful business will ultimately stagnate if it does not embrace change. Indeed you must go beyond simply rolling with the changes of industry and be an initiator of change to truly rise above the rest.

Whether you are a designer or an accountant, a CEO or a secretary, make an active effort to infuse creativity into your life. Train yourself to be open to the new and unexpected, whether it be a new, but accurate use of your brand or an off the wall execution for a social media strategy.  It will make you at least a little uncomfortable and anxious (it should or you are not doing it right), but even the smallest of gestures will also enrich you, both professionally and personally. Where should you start? I don’t know… be creative.

I recently read that the White House has chosen an Open Source CMS (Content Management System) to develop their government Web site. This announcement caught my attention for several reasons--not only are many agencies moving their clients to open source and praising it's virtues, I also started using Drupal this past year and found it remarkably fast and easy to setup and maintain my own Web sites with quality results. Despite some criticism of open source over the years--more and more commercial (and government) developers are choosing it.

It's hard to argue against the benefits of free software, especially when results show that the software does what we expect, often exceeds expectations, and provides more opportunities for expansion than many proprietary products. While relative newcomers Drupal and Wordpress lead the pack for CMS offerings, open source mainstays such as Linux and Perl have been around for many years--not only surviving, but thriving over time. In a study by Amit Deshpande and Dirk Riehle of SAP Labs, LLC, Total Growth of Open Source results have shown that "the total amount of source code and the total number of projects double about every 14 months." Open source enables freedom for both users and developers to move & change quickly when needed, as well as providing more flexibility with software decisions such as to upgrade or not to upgrade. It's really no surprise that businesses and individuals are moving to open source at exponential rates.

Of course, Open Source has always been very much associated with Free, although there are other solid reasons to choose it beyond its cost. The pool of development resources is not limited to a specific company or provider, but instead is seemingly unlimited. As a specific open source project becomes popular, more and more developers start contributing, growing and adding to the code. Not only do they enhance the software to make it better for everyone, but they also create markets for their own support services. The better the code is--more people will use it-- and the more support is needed. Large developer communities have evolved around each software project, contributing to its growth, and administering its support. These open source communities are continually coming up with new innovations, powerful add-ons, extensions, and effective tools.

With so many open source choices available, even the ubiquitous LAMP stack (Linux, Apache, MySQL, and Perl) has come to be accepted as generic term for any completely open source application stack--substituting interchangeable parts from other sources that include "PostgreSQL, SQLLite, Apache Derby," as well as "PHP, Python, Ruby, Groovy and JavaScript." Even behemoth Microsoft has entered the game with their own Open Source CMS Platform.

Additionally, interactive ad agencies are able to offer their managed computer services at lower rates when developers take advantage of Open Source technologies. This enables clients to do more within their budgets. Every size company can now take advantage of Website integration, online advertising, and interactive media development due to the emergence of open source and accumulation of knowledge brought to us by the developer community. Businesses across industries are now embracing these technologies, taking advantage of interactive media, and using a more integrated approach to marketing with the vast number of new tools that are now available from these creative, innovative communities of developers.

I've been hearing the phrase "Drinking from the fire hose" more often than usual lately. The curious thing is that it's coming from Interactive Media Professionals (including myself), as much as from end users. With the exponential growth of the Internet and its related technologies, we now have access to more information, in more places, in more ways than ever before. Web 2.0, Social Media, Application Software Development, Mobile and related technologies are having a profound impact on Interactive Marketing Strategies. Many agencies are capable at traditional & online media marketing, or they may have strong technical capabilities--but, it is rare to find an agency that has all of these abilities and deep technical resources such as Definition 6.

To follow the fire hose analogy--anyone faced with that situation would get out of the way. The high volume and velocity of incoming data require some type of control and direction to be useful to ourselves, our clients, and our business.  Developers, interactive designers, and marketers are faced with the same questions as consumers--how to manage the onslaught of incoming information. Interactive Ad Agencies are faced with the additional responsibility of creating new tools to distribute information in a clear and meaningful way. These interactive professionals are the firemen holding the hose. 

At the height of the dotcom boom, an old colleague used to remind me that technology is simply a way of doing things. As the old broadcast model of advertising becomes obsolete, and user discovery & social interaction drive engagement, the function of marketing itself must now change to meet these communication challenges. This new model now poses new questions about where marketers should be, how they communicate, and when that interaction will occur.  I still remember the first  7-Eleven convenience store that opened in my neighborhood, and discovering that name comes from its operating hours—--it was a big deal to be open until 11PM! Marketers didn’t create more ads to attract customers from 9-5, they simply changed to meet customers on their own terms.

Integrated interactive marketing campaigns must be open and immersed in the culture to create value and be relevant. Successful marketers are positioned alongside their target market, making use of tactics such as Branded Content and Branded Entertainment to engage the user, enabling them to discover that value on their own, and decide what truly fulfills their needs. This is not an easy task, and creating meaningful user interaction grows out of qualified analysis of users and their interactions. Those of us in Media and Advertising have been exposed to these ideas before, but never before have these been more important to interactive design. Today's consumer has become a partner in the design process, and defines how we approach our interactions with them. Social media tools such as MySpace, Facebook and Twitter provide marketers with a limitless cache of information to help segment, target and engage users as never before— which only highlights the need for efficient processing of data.

Our obligation to clients is to find the relevant information, manage and organize it, and disperse it to potential customers.  To do this, we interpret client requirements and translate those requirements into a meaningful Interactive Experience. We need to collect and analyze enough user data to create strong, branded messages that reach the intended target. In addition, we must combine data with the tools and applications that make it meaningful to those target consumers.

In this new age of discovery, the true Integrated Interactive Agencies are taking the time and effort to find the tools necessary to do the job, or when needed, create them. With information coming constantly from every direction, those who are efficient at organizing, managing, and presenting it will be successful. Otherwise, we're just spraying a fire hose.  If we attempt to do that, consumers will just get out of the way.

In the last few years, there's been a lot of talk about moving beyond the 30 second commercial. This is more than just a commentary on format. It is really speaking to the way people consume media and the best way to leverage that consumption to get your brand’s message out. Web and mobile are providing a greater percentage of viewer’s video content, and that trend is increasing. But even though they are viewing their content on a different screen, they are still looking for an entertaining and engaging video experience.

The most successful commercial campaigns have always been the ones that entertain, whether humorous, touching, or visually stimulating. As the viewer’s lives become more media saturated, their desire to be entertained becomes more acute. This is why an old concept has resurrected, albeit in an updated form. Branded entertainment was the norm in the early days of television and it’s time has come again. Rather than trying to make commercials entertaining enough to capture consumers’ attention, why not create entertaining programming that promotes your brand. Branded entertainment, when done correctly, is a very effective way to get your brand noticed. Not only will you be putting your brand in front of your customers, you will actually enlist them in spreading the word. The challenge is to create something consumers will associate with your brand in a positive way that will not feel like merely an extended commercial.

For less than what it might cost to create a traditional commercial campaign and buy the media time, you can have a short film or series produced, put it on the web, and get millions of eyes on it. A series has an advantage over a single spot in that it can grab viewers and become a destination, allowing secondary branding opportunities. As with any advertising, there are many failed attempts at this. In order to be successful, you can't throw up just any old thing and hope it sticks. On the web, content is king, and consumers are becoming increasingly discriminating about what they will watch and pass to others. They may have switched screens, but they are looking for the same level of content they are used to seeing on television. There is a lot of competition for people’s attention but right now well produced and entertaining content is hard to come by. Now is the time to take advantage of the void. Produce a great show and users will find you. The most common mistake is thinking that something for web use does not need the attention you might give to something that will be shown on TV. Because the cost of getting something up on the web is cheap (relative to traditional media) many old-guard agencies tend to not put enough money into production. They fall back on old patterns that tie budget to the cost of the media. It is important to put the proper resources into creating your property.

And even though I have spoken mostly about web and mobile as fast growing platforms, that doesn’t mean it is time to abandon the television. Some of the lessons we are learning in the digital realm can be applied to traditional TV. More and more shows are using embedded sponsorship. And the numbers of channels available in specific markets make the prospect of producing a branded show an economic reality. The world of entertainment is changing quickly, with new options and possibilities opening up every day.

And so it begins...

Over the past 15 years we have seen the rise of the digital age.  Well, we’ve seen the rise, fall, and rebirth of digital over that time frame.  Out of the ashes of the dotcom bust came a stronger, smarter marketer.  A marketer that understands the importance of measurement, ROI, brand, and business objective.  Also, out of the ashes came a smarter consumer.  A consumer who suddenly realized they have a voice, and the power to initiate change.  This combination has resulted in interactive marketing going from an afterthought in a CMO’s marketing plan to a focal point.  The web is now the hub of most marketing initiatives.  It is the place where we can create the deepest engagement, measure the most activity, and impact the audience the most by creating true brand experiences and real interaction with the brand. 

So traditional is dead, right?  Wrong.  Traditional mediums continue to be important. I have not thrown my HD flat screen out on the lawn yet.  My IPOD and my radio take turns in my car.  Occasionally, I still even read a magazine.  The real problem for marketers now is this: the interactive medium has gone from the smaller part of the overall mix, to the key driving factor that is the glue that enables a truly integrated experience for the user.  The advertising and marketing world has gone from a push to a pull.  Marketers need agencies who can execute a truly integrated plan by developing real interactive strategy…one message, one brand, many channels, multiple experiences. 
This fact has been the driving force for the recent growth and expansion of Definition 6.  For 13 years, Definition 6 has been creating interactive solutions that deliver measureable results for our clients.  We have taken great strides to build integrated strategies that work with our clients’ entire marketing plans.  And so today we announce the next evolution in Definition 6.

Definition 6 has acquired Creative Bubble  – A New York Based video design, production, and editing firm.  Creative Bubble is an Emmy Award Winning agency working with some of the best and brightest networks in the entertainment field including Nickelodeon, HBO, ESPN, Showtime, and USA Networks just to name a few.  This acquisition means a several things for Definition 6 and our clients...

First, we now have full in-house video production and editing capabilities, from script to screen.  As the lines between digital and traditional continue to blur, content becomes king.  We now have the ability to 100% in-house develop rich video content, coupled with our digital experience, enables us to develop and execute full integrated marketing campaigns that can be distributed across multiple mediums…Definition 6 has the capability to develop across the three screens that really matter: TV, Internet, and Mobile.  We also now have a fully functioning office in New York, the epicenter for the media world.  Again, with our existing strategy, social media, and analytics practices, we can develop more effective campaigns more efficiently that deliver real, quantifiable impact to the businesses of our clients. 

There will certainly be more news in the coming months from Definition 6.  But we are beginning to see the vision we’ve had for years come to fruition and we are very excited.  Marketing Integration.  Technology Innovation.  Building Brands that Matter.  That’s what Definition 6 has set out to do for our clients.  The game is changing everyday…and we can’t wait to see what tomorrow brings.

If I haven't convinced you yet that you should spend some marketing time and money by focusing on the Hispanic population, let me try again.  Media Post has several great articles on the subject.  Here is another one by Diana A. Terry-Azíos called "Brand Loyal, Yet Unbranded".

As a general rule, Hispanics are more brand loyal than other groups.  They are less risky with their purchases and stick to brands that have provided good quality products.  However, when many of them move to the U.S., they are likely not going to find their familiar brands here.  So they have to start shopping and they have tons of choices to choose from in the U.S.

Another issue is that they are not as compelled to buy "Made in USA" as other U.S. citizens nor will they be compelled to buy products endorsed by people they don't know.  If Hispanics don't know who Michael Jordan is, then he isn't going to help Hanes sell more underwear to them.  And Brett Favre isn't going to help sell more Wrangler jeans to them.

Here are some key points to marketing to the U.S. Hispanic population.

- You have to prove that your product is of good (or the best) quality.  Hispanics will often spend a little more if they are getting the best quality.
- Start a marketing campaign that will speak directly to Hispanics, perhaps with Hispanic stars, but definitely with Spanish content (and not just English content translated directly to Spanish).  Your marketing campaign needs to address quality, convenience and emotion.  But also keep in mind that the growing young Hispanic consumer considers himself/herself as Latino AND American.
- Use multiple touch points to stay in contact with Hispanic consumers. For example, studies have shown that Hispanics are more likely to respond to text messages than other groups.

For more Key points, see the article I am referencing.

Oh, and by the way, here are some interesting facts about the growing Hispanic population.

45.5 million -- The estimated Hispanic population of the United States as of July 1, 2007, making people of Hispanic origin the nation’s largest ethnic or race minority. Hispanics constituted 15% of the nation’s total population. In addition, there are approximately 3.9 million residents of Puerto Rico.

About 1 of every two people added to the nation’s population between July 1, 2006, and July 1, 2007, was Hispanic. There were 1.4 million Hispanics added to the population during the period.

3.3% increase in the Hispanic population between July 1, 2006, and July 1, 2007, making Hispanics the fastest-growing minority group.

Want more?  Here are some interesting facts.

So what are you waiting for?  The growing Hispanic population is waiting for you to give them a good reason to buy your products and to tell their friends just how good you are.  As word spreads through their community, your profits should start growing at a faster and faster pace.

We can help you.  We are an Atlanta interactive advertising agency.
 
Definition 6 is an interactive media agency that creates marketing initiatives that engage people.  We capture and analyze relevant metrics from web analytics, email marketing, online media, and social media campaigns to continue to test and refine marketing plans.  We’d like to help you meet the challenge of addressing the new expectations of consumers.