The Rise of the Political Brand

Corporations are being expected to take a political stand, a risky proposition that could result in backlash, boycotts, or a raving army of advocates. Since the dawn of business, the influences of politics have resulted in private political advisors, quiet lobbying in political offices, and funding political programs. But now, customers are expecting brands to take a public, forward expression on how the brand affiliates with a particular political bent, notion, or value. Careful, if you do it wrong, boycotts are emerging against brands that don’t align with a political stance of their customer base, which results in app downloads, lost revenues, and a tarnished brand. This means the CEO, CMO, and other executives must lean forward on deciding if … Continue readingThe Rise of the Political Brand

How Brands Add to the Collaborative Economy

Above: When banks become bikes, meet the Citi Bike How do brands add to the Collaborative Economy, if they don’t offer physical goods?  They sponsor the sharing movement. Meet Citi Bike in NY.  I’ve learned from my New York-based colleague, Rebecca Lieb (Marketing and Advertising analyst), that CitiGroup, one of the world’s largest brands, is sponsoring the country’s largest bike sharing program in our most populated city.  That’s right, the sustainability trend for bike access to New York citizens and visitors is rolling out in the next few days, with prominent sponsorship and funding from Citibank. This program models after the Barclays Card sponsorship of bike-sharing in London, a trend that is starting to sweep across cities around the globe.  Cleverly dubbed a … Continue readingHow Brands Add to the Collaborative Economy

Oscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

This year, marketers were focused on promoting their owned corporate website. Of the few that promoted engagement with social ads, even fewer integrated paid, owned, and earned. With 39m American Oscar viewers in 2012, a majority of them are viewing them with a second screen (mobile/laptop/tablet) in hand, disappointingly, most TV ads failed to use paid media to trigger these discussions, indicating that Converged Media of paid owned earned is not consistent in today’s marketing quiver.  A few weeks ago, we conducted similar analysis of SuperBowl ads, and found a greater degree of integration, including cross-channel integration with Hashtags (31% incidence) from TV ads to trigger online discussions. Last night, at the Oscar’s, integration from the 58 TV spots to … Continue readingOscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

Breakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

The purpose of this post is to serve as an industry reference for converged media workflows: How companies will coordinate paid, owned and earned as one orchestration.  This is continued coverage on Converged Media, read the full report. Business Needs Customers already experience advertising, corporate content, editorial, and social media at the same time, often in an integrated manner, although most brands do not approach the experience in one deployment. As Facebook, Twitter deploy social ads that utilize earned and owned content amplified by paid, these worlds are quickly merging. Brands that want to achieve the best experience for their customers in digital channels must approach in an integrated converged method, and understand how to utilize each channel’s strength. Brands … Continue readingBreakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

A Convergence of Advertising, Social, and Content

While not new, most professional blogs follow the media and advertising model that has existed for decades on TV, internet, and media: Create compelling content, and subsidize with advertisements. We see this as only the start, as ads will now start to integrate the crowd to create, source, become the creative, and share. Remember the “Markets are conversations” motto from Cluetrain? Yet when it comes to social, Cluetrain believers have tried to keep this medium separate from traditional media models and keep it purely conversational. When we look closely, advertising is the primary revenue driver for Google, Facebook, and most social sites who provide free and compelling services in exchange for brands to share their offerings. All of this mixture … Continue readingA Convergence of Advertising, Social, and Content

Podcast: Why The Term “Social Media Agency of Record” Will Dissolve

I’m honored to be a guest on Mitch Joel‘s famed podcast, Six Pixels of Separation, to discuss my latest post that’s caught the Industry’s attention how Social Media Agencies are Turning to Ads. Mitch invited me on the podcast to discuss this further. One of the assertions I make is the term “Social Media Agency of Record” (aka SMaoR) will eventually go by the wayside, as those pure play agencies are starting to move into advertising (starting with social ads), digital, interactive, and more. My take? We’ll just have a broader focus as social becomes nicely integrated with other digital efforts. Listen in to the podcast below using the embed, or watch on Mitch’s website. I’d love to hear from … Continue readingPodcast: Why The Term “Social Media Agency of Record” Will Dissolve

Trend: Social Media Agencies Turn to Advertising

In a stunning early finding of interviews with nearly a dozen social media agencies and software providers, I’m seeing a new trend: Social media agency of record (SMaoR) are now moving into advertising buying.   I’ve just spent a week interviewing a number of social agencies here in Manhattan as well as taken briefings from around the globe (see below for source info) Why this dramatic change from social media purists who once declared war on advertising? The new advertising features from both Facebook and Twitter (Such as sponsored tweets and trends) encourage earned content to become advertising units and give an opportunity for social marketers to get into the advertising game. This also means the opportunity for ads to … Continue readingTrend: Social Media Agencies Turn to Advertising

Five Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements

By Altimeter’s Jeremiah Owyang, Brian Solis, and Zak Kirchner Findings: Five Trends Indicate Cross Channel Integration a Mainstay. Super Bowl ads, while only representing the nation’s largest consumer facing ads are a bellwether for advertising trends for the remainder of the year. To best understand these trends, Altimeter Group’s research team analyzed each Ad in real time, and conducted analysis to best understand the advertising trends for 2012.  Using Chicago as a middle ground, we reviewed all ads from kickoff till the game clock expired and found that trends out of 87 advertisements. Trend 1) Brands Heavily Invested in Promoting Traditional Websites Trend 2) Surprisingly, Many Did Not Promote a Call-To-Action Trend 3) Only a Sixth of Ads Explicitly Promoted … Continue readingFive Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements

First Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem

The Altimeter Group was pre-briefed by Twitter COO Dick Costolo last week about this upcoming launch, we’ve had some time to think over what it means to the industry.  Help your boss fight through the clutter, send them this post. Summary: Twitter has launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which tweets will appear measured by Twitter’s new metric called “resonance” which factors in behaviors like the retweet, at, hash, avatar clicks. Brands can now purchase CPM based ads to promote these popular tweets at the top of a Twitter search term –even in categories they aren’t well known in, influencing awareness.  Marketers beware: unlike … Continue readingFirst Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem

Forbes: Super Bowl, A Missed Opportunity For Pepsi

Left: Pepsi launched a bold social marketing play, find out what went well –and what opportunities were missed. Greetings, fellow strategists, In my latest column for the Forbes CMO Network (you can read all my Forbes pieces) I analyzed Pepsi’s big push into social. Also, you should see my detailed field notes, (I did my research before, during, and after the game, thanks to Trendrr folks) to measure any specific changes, before coming up with my findings. I did contact Pepsi pre article to get comments, although they sent me an email after the Forbes piece was up, see bottom response. Super Bowl: A Missed Opportunity For Pepsi Cola maker should promote its social cause on TV. PepsiCo ditched the … Continue readingForbes: Super Bowl, A Missed Opportunity For Pepsi