filter by tag: socialmedia

February 12, 2010 at 10:21 AM by Cone

Many watch the Olympics to see humans triumph over the greatest odds to achieve their Olympic dreams. And with the ubiquitous presence of social media in our society, no doubt many will follow these triumphs on their favorite new media channels. Or will they? Before the 2010 Olympic Winter Games even begin, there has been a cloud of confusion settling over the competition. Although it is predicted that more than 200 million plan to watch the games over the 17 day period, it seems they won’t have such luck online.

 

It turns out many Olympic athletes are confused as to whether they can share their experiences on blogs, Twitter or other social media sites. According to the International Olympic Committee, “athletes and other accredited people must keep their posts confined to their personal experiences… Only those persons accredited as media may act as journalists, reporters or in any other media capacity.” Athletes are also banned from blogging about sponsors or advertisers who aren’t official Olympic partners.

Poor communication about the dos and don’ts of blogging, and fear of breaking IOC rules, have left most athletes simply abandoning their blogs and Twitter pages. As such, the Committee has come under fire from many fans wanting to gain a first-hand perspective from their favorite athletes. Lindsey Vonn, one of America’s best chances to score a gold medal, told 35,000 Twitter fans she sadly has to refrain from tweeting until after the Games.

If the Committee had better communicated its guidelines prior to the Games, millions of people would have the opportunity to engage in the experiences and emotions athletes go through during this most elite athletic competition. Without a doubt, it would have added another meaningful layer of understanding about the extent of human endurance. After all, aren’t the Games just as much for the audience as they are for the athletes?

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: Twitter socialmedia blogs

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February 5, 2010 at 2:39 PM by Knowledge Leadership

One-in-five Americans will be tuning in to this Sunday’s Super Bowl just to watch the commercials. While this may not be good news for Manning and Brees, Madison Avenue couldn’t be happier. You might say the Super Bowl is the Super Bowl of advertising, and brands lucky enough to afford 30 seconds of our time know there is a lot on the line this year, as always.

 

 

Viewers’ expectations will be just as high for the Budweisers and the Coca-Colas as they will be for the Colts and the Saints. So the big question is, what can we expect from the commercials? Will advertisers go for the easy laugh? The warm, fuzzy feeling? The sex appeal? We’ll have to wait a little longer to find out, but in the meantime, some early buzz provides some clues.

 

This year, you can expect advertisers to go:

1. Through the roof: At least the costs will. A 30-second commercial in Super Bowl I cost around $40,000. Forty-four years later, advertisers are shelling out $2.6 million.
2. Social: If you don’t have a social media presence this year, you don’t have a commercial. Brands are leveraging the hype around the big game to preview commercials on their Web sites and Facebook pages to engage consumers via multiple touch points. Look for online/on-air synergies from Budweiser, Coca-Cola and Monster.com.
3. Old school: What’s old is new again. This year we’ll see some old favorites with a modern twist. LeBron James and Dwight Howard take the reigns from Jordan and Bird in McDonald’s “Nothin’ but net” commercial, and Boost Mobile brings back the 1986 Super Bowl Shuffle featuring some of the original Chicago Bears rappers.
4. Controversial: Whether it’s CBS’ much maligned Super Bowl PSA or risqué ads banned from the game, this year’s commercials aren’t shying away from controversy. Former Florida Gators quarterback Tim Tebow will star in a pro-life PSA for Focus on the Family, but GoDaddy.com got its “Lola” ad nixed. Gay dating Web site ManCrunch.com was turned away because ads were sold out, but site reps are alleging discrimination.
5. Consumer-generated: Why pay an ad agency when your consumers can do it for you? Doritos and CareerBuilder.com are hosting contests to find the best consumer-generated commercials. The winner gets the most coveted ad space on earth.
6. Au naturel: Although not completely nude, it’s certainly close enough. Dockers, CareerBuilder.com and Bud Light will get as close to naked as possible with a barrage of underdressed advertisements.
7. For a drive: Toyota might be mired in a recall crisis, but that’s not stopping the rest of the auto industry from getting in the game. One-in-six commercials this year will be car commercials. Expect to see Volkswagen, Hyundai, Kia, Honda, Dodge and Audi.
8. At each other: Indianapolis and New Orleans aren’t the only rivals facing off this Sunday. It’s the battle of the online job-search sites, too. Monster.com and CareerBuilder.com go up against each other, along with Coca-Cola and Dr. Pepper, Denny’s and Taco Bell and Doritos and Pop Secret.
9. To Hollywood: It will feel like the Academy Awards are being hosted in your living room. Celebrities will be all over this Sunday’s commercials pitching everything from real estate to chocolate bars. Will.i.am, Chevy Chase, Gene Simmons and Abe Vigoda will walk the red carpet.
10. Away: Long-time advertiser Pepsi will forego the $2.6 million spot this year to focus its resources on its new cause marketing campaign, the Pepsi Refresh Project. Now that’s money well spent.

Tags: Facebook celebrity socialmedia advertising cause campaigns contest

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January 26, 2010 at 4:20 PM by Mike

If your clients aren’t talking about social media, get them started now! A new study from Cision and George Washington University finds nine out of 10 journalists turn to at least one type of new media channel for story research and source information. That’s especially true for newspaper and online journalists, three-quarters of who use social networking sites for research, compared to just under two-thirds for magazine writers.

 

The big takeaway here is that while journalists used to go directly to the source for information, they are increasingly looking to social media to act as conduits. This means that we need to make sure our clients are participating in and taking ownership of the online dialogue and their presence across social media, blogs and traditional online media. This requires an entirely new level of rigor and in many cases, new skill sets to maintain their brand.

This could be a good opportunity to start a dialogue with your clients about the importance of online brand maintenance and reputation – beginning with a basic audit of their online presence. From there you can start to home in on the key places where consumers are talking about your brand.

Tags: newmedia media blogs socialmedia research

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January 22, 2010 at 11:41 AM by Marcus

Josh Bernoff, Forrester analyst and author of groundswell – winning in a world transformed by social technologies, is a leading force in helping survey and segment how people use the Internet. His research is an invaluable resource for marketers trying to understand social technology behavior. His Social Technographics “ladder” is a segmentation model of how adults online are using technology socially. In most cases a person falls into more than one group, groups include:

• Creators – Who actively create content for an audience.
• Conversationalists (New) – Who have quick exchanges back and forth through Twitter/Facebook updates.
• Critics – Who rate sites, comment on blogs and edit wikis.
• Collectors – Who use RSS feeds and add “tags” to pages or photos online.
• Joiners – Maintain a profile on social networking sites.
• Spectators – Consume content online but do not create.
• Inactives – None of the above

 

This week Bernoff released an updated version of the ladder specifically to address how Internet users are using Twitter – the microblogging site. Here is what Bernoff had to say,

“Well, it worked. Despite the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). We have analyzed data for 13 countries, for business buyers, and even for voters. My colleagues and I have done profiles for over a hundred clients, profiling Walmart shoppers, non-profit donors, and doctors. In all that time, only one thing has been bugging me: there was no place for Twitter. We fixed that today.”

The “fix” Bernoff is referring to, is a new rung called “Conversationalists” a group that 33% of adults online fall in. This Forrester’s ladder update is a big win for all who champion using online conversations to build relationships and trust. It illustrates the point that conversations among friends, families and between brands and consumers are shifting to the online space. With a third of all U.S. adults in this group it makes it hard for brands to ignore the status update phenomenon that is Twitter and Facebook.

How many of the rungs do you fall under? Is there one or two you would add?

-- Marcus Andrews, New Media Associate

Tags: newmedia socialmedia research

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January 20, 2010 at 10:14 AM by Knowledge Leadership

Almost 80 percent of new media users interact with companies or brands online. So, it's pretty much an imperative that your brand have a social media strategy in place. But that poses a puzzling question: Who should take the lead when it comes to developing your social media strategy? PR or digital?

 

2009 Cone Consumer New Media Study

 

A recent PRNews article lays out the argument for the PR folks, and our own director of new media, Mike Hollywood, couldn't agree more. "Our channel agnosticism affords us the luxury of looking at the entire media landscape before deciding which channels are best for our client's message AND audience."

 

Read his take on the debate and get tips for implementing your own social media strategy.* And be sure to tell us what you think. Who should own the strategy?

 

*Check out our updated new media research, the 2009 Consumer New Media Study.

 

Tags: socialmedia research PR cone strategy newmedia bestpractices

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December 10, 2009 at 1:51 PM by Cone

A recent blog post from cell phone analytics start-up Flurry suggested young consumers of Apple’s iPod touch would be future consumers of its iPhone later in life. “Apple is using the iPod touch to build loyalty with pre-teens and teens, even before they have their own phones (think: McDonalds' Happy Meal marketing strategy).” I didn’t get my first cell phone until my seventeenth birthday, and I considered myself to be on the cusp of the technological track. But if the assumptions are true, within the next five years, we will see a lot more tweens and teens using Apple’s high-tech mobile device.

 

Following in Apple’s footsteps, many companies are starting to realize teens are technologically savvier than older consumers. Sites like Mattel’s Everythinggirl.com and MyePets.com have created virtual online worlds that invite younger consumers to participate in interactive environments. And, in 2008, Disney Records, the online home for everything Hannah Montana and Jonas Brothers, led the list of Web video sites, with kids compromising more than 49 percent of its unique visitors.

But what does this increase in tech-literacy among American youth mean for marketers?

Teens are becoming a stronger force in online shopping and purchasing decisions and are extremely desirable marketing targets. In fact, the 2008 Global Habbo Youth Survey found 24 percent of teens are spending more than 15 hours a week online, and of those surveyed, 58 percent have made an online purchase and on average spend $46 per month – 26 percent spend $50 or more per month. Want more good news? Despite clothing, shoes, accessories and music ranking at the top of the list of online purchases, brand familiarity remains the driving force behind nearly 74 percent of all purchasing decisions among teens.

Maybe Flurry’s prediction is right. If younger consumers have purchasing control and if brand loyalty is achieved early in life, as in the case with Apple, perhaps we will begin seeing kids grabbing their lunch, kissing their parents goodbye and checking their Facebook app, all before catching the morning bus to school.

-- Emily Koruda, Fall 2009 Marketing Intern

Tags: socialmedia mobile teens tweens research

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November 30, 2009 at 3:43 PM by Cone

I spent Thanksgiving weekend at my parents' house and a good part of Friday going through box after box of toys – my task being to “keep what you want and bring it to your own house, because the rest is getting tossed.”

 

While millions of people hit the malls to take advantage of Black Friday sales, I sorted toys and reminiscedabout holidays past and gifts received. One fond memory was the Christmas moment when I unwrapped my Cabbage Patch Kid (Olivia Bebe, according to her adoption certificate). For anyone not a child of the 80s, that doll (complete with Xavier Robert’s own signature) was the hot item to receive – hotter than the Alf doll or Teddy Ruxpin, or more recently, Tamagachi and Tickle Me Elmo.

 

Image Credit: flickr

 

I can remember eavesdropping on all the parents sharing, or bragging, how they were able to acquire this amazingly scarce toy…via office bribes, black market research and getting in line at the store rumored to have a shipment coming in 14 hours in advance. They waited in the dark, in the cold, a cold sandwich for dinner, sleeping bag on the sidewalk. Only five dolls when they rushed the door of the stock room, they elbowed somebody’s grandmother out of the way and only got their doll because the person in front of them fell.

 

But, the purpose of this post is not to shed light on this (crazy?) waste of time, energy and resources, but to look back on a time that came well before the Internet became Santa’s toy shop.

 

Today, however, Black Friday might as well be medieval compared to Cyber Monday (the Monday following Thanksgiving during which online sales reach yearly highs). Diligent workers, refreshed from their long weekend breaks spend the day back in the office not catching up on emails but…you didn’t hear it from me…shopping. In fact, Forrester Research reports online retail is thriving, with 8 percent growth expected this holiday season.

 

Savvy PR pros have embraced new media with gusto, and it is critical that we understand the power that word of mouth from a trusted blogger has on subscribers and a well-designed and frequently updated Facebook fan page has within a social network community. Most recently, we’re seeing the immense growth of personalities and brands on Twitter – making me really eager to learn how Twitter will impact holiday sales this year.

 

Maybe in the future, December 1, 2009,will actually be looked upon as the first “Twitter Tuesday.” This year I’d imagineforward-thinking retailers will certainly welcome Twitter-generated mobs by tweeting their sales and the new shipments of the hottest gadgets in real time. If I were in retail sales, I’d dedicate a good amount of time tweeting about the availability of my product, my sales and the timing of new shipments. I’d think about doing Twitter-specific promotions and rewarding my followers for passing my tweets along to their own network. I’d also reward my online and in-store partners for using Twitter to promote my product.

 

My prediction is that Cyber Monday has paved the way for Twitter Tuesday. It’s fascinating to imagine how different it would have been for my mom and dad to find my coveted Olivia Bebe had their smartphones been capable of accessing real-time tweets from the local toy store. The question is, are we advancing through new ways to communicate, or are we making our day-to-day lives more mercenary and robotic by leveraging these tools? Will my kids ever have the experience of waiting in line or hoping against hope they’ll get that one special item on their wish list or is everything really just one click away?

 

--Lisen Connery Syp, Account Supervisor

Tags: Twitter wordofmouth socialmedia

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November 13, 2009 at 12:28 PM by Knowledge Leadership

With a predicted decrease in holiday spending this season, brands are reaching into their marketing coffers and pulling out social media strategies to help boost sales and maybe even beat the grim prognostications. It might just pay off, too. According to our client Deloitte's 24^th Annual Holiday Survey, nearly 20 percent of respondents plan to use social media sites to aid in their holiday shopping, largely to find sales, discounts and coupons or to research gift ideas.

But, what’s good for the goose may not be so great for the gander, or in this case, the über-luxury brands. The lifestyles of the rich and famous leave plenty of room for new media – our research shows new media users with the highest HHI are 10 percent more likely than the average population to use these sites and tools – but it's not necessarily in luxury brands’ best interests to develop social media strategies that overemphasize traditional sites, such as Facebook, MySpace or Twitter. The popularity of new media stems from its democratic, community-building traits that bring once-exclusive content to the masses. Something luxury brands, counseled to return to their elitist, indulgent roots, don’t want to see happen to their products.

 

 

Brands would do well to remember that when marketing the most luxurious of products and services, the same rules apply whether using on- or offline channels. Remain high-touch, and remain exclusive. Affluent new media users are 20 percent less likely to expect retail brands to use new media to solicit product or service feedback. They want to keep those relationships high-touch and interpersonal. Whereas the average user finds new media an ideal platform to voice opinions once difficult to express in a meaningful way, affluent consumerslikely expect a more direct, face-to-face, line of communication with their favorite brands. Also, whatever experiences luxury brands do create online, they should stillfoster a senseof indulgent exclusivity. Reserve them for only the most preferred customers to enjoy, and make sure they can share the content, but only among peers.

Although popular social media sites may not be the best channels for affluents, it doesn’t mean they still can’t be effective branding tools for luxury goods – among a different audience. Luxury brands need to maintain a certain cachet to hold on to their brand status, and a large Facebook or Twitter following from aspirational fans, perhaps future consumers, can bolster their posh positioning. But keep in mind, affluents and aspirationals are two very different audiences. Learn to play to the strengths of both, and social media have the potential to be very generous this holiday season.

Tags: newmedia bestpractices socialmedia branding research clients

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November 2, 2009 at 10:25 AM by Cone

This autumn season is not about beautiful foliage, pumpkins and apple picking, it’s all about which flu vaccines are out there and how to get them. I am among the lucky ones because the general flu shot was brought conveniently to my office. One less thing to worry about!

With the introduction of the H1N1 flu, people are confused not only about where to get vaccinated but if they should even get vaccinated. Doctors’ offices are overwhelmed by calls, parents are worried about their children’s health and most of the general public is becoming scared they may be afflicted by this invisible warrior.

 

Much like the 2005 bird-flu pandemic that never amounted to anything substantial, Americans are weary and don’t know who to trust. The media are screaming different scenarios and urban myths are duplicating faster than sneezes. The speed of social media helps fuel the “worry barometer,” too. In the last two days, I have received several warning notes that have been passed along to endless people about the flu – and much of the information didn’t seem accurate.

 

 

With the cancellation of social events and school closings on the rise, it’s the perfect time for direct communication from a few, credible key spokespeople to deliver the same messages. Different government and health agencies are spinning stories for their own publicity value at the sake of Americans’ stress levels. Instead of worrying about bad PR from the myriad dire warnings, public health officials need to concentrate on sending the right messages, and often. A good communications plan can get everybody on the same page and focused on the important details, not rumor mongering.

Until that happens this flu season, taking time to research the answers to your flu-related questions may help slow the panic and gain control of the situation. Web sites like www.flu.gov offers objective facts, statistics, warnings and guidelines to help you navigate the flu season.

 

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: socialmedia PR health

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October 29, 2009 at 10:20 AM by Mike

With the new FTC guidelines for online disclosure just around the corner, brands, agencies and bloggers are all doing their best to understand what this means for online reviews and product information. Jason Kottke successfully (and humorously) turned a 57-word blog post into 375 with the disclosures he included. At the same time, a new site launched which is trying to standardize the disclosure copy that bloggers, tweeters and other online content creators can use to disclose their association with a product or brand.

 

 

You’ll notice there are several “flavors” of disclosure – this is probably not the be-all-end-all solution, but if you are looking for ways to ensure your online contacts are being transparent, you may want to use this copy as a suggested starting point for the disclosure statement.

 

Certainly this is going to be an interesting aspect of the communications world to follow in the coming weeks and months. With the FTC more likely to slap a fine on the associated brand than the offending blogger, we can likely look forward to at least a few large brands serving as the unfortunate examples for the larger community of what might happen if the new guidelines are not followed. For many, disclosure has always been a part of how we as communications professionals do business – but these new guidelines certainly underscore the importance.

Tags: blogs socialmedia mediarelations newmedia

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October 20, 2009 at 10:13 AM by Knowledge Leadership

There’s good news for businesses online!

 

New media users are increasingly interacting with companies and brand in this environment. In fact, interactions are up 32 percent from 2008 with almost 80 percent (78%) of new media users engaging with businesses through traditional online or social media channels. This is according to our latest research, the 2009 Cone Consumer New Media Study.

 

 

The2nd annual new media study, an update of the 2008 Business in Social Media Study, is a three-part survey which explored new media users’ interactions with brands, their support of social and environmental issues and their engagement with corporate responsibility practices. The research also reveals new media users:

• Feel a stronger connection to (72%) and better served by (68%) companies they can interact with via new media
• Believe companies should market to them through traditional online advertising (43%, up from 25% in 2008)
• Believe they can influence corporate responsibility decisions by voicing opinions via new media channels (62%)
• Believe companies and nonprofits should use new media to raise money and awareness for causes (79%)

For additional findings, please visit www.coneinc.com/consumernewmediastudy to download the research fact sheets.

Tags: research PR newmedia cause media mobile blogs CR marketing socialmedia

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October 2, 2009 at 3:44 PM by Knowledge Leadership

Your weekly glimpse into the world of new media

Social: Just because your company uses social media, doesn’t mean people are talking about it. Well, burger chain Red Robin and Italian motorcycle manufacturer Ducati are doing something about that. After taking a post-meal survey in-restaurant, Red Robin invites diners who opt-in to post recommendations on their Facebook pages, which Red Robin then posts on its own page. In a similar call-to-action, Ducati rewards fans who disseminate a branded quiz, found on its new social networking site, with points that can be redeemed at Amazon.com.

 

Video: Rather than rely on consumer-generated videos to promote its new Fresh Ideas pre-sliced deli meat, food brand Sara Lee went out and hired actresses and comediennes posing as over-worked moms who manage to fit the sandwich meats into their busy days. The three video spots, available on YouTube and Facebook, feature mini, day-in-the-life vignettes of crazed working moms.

Research: Looking to jump on the iPhone app bandwagon? A recent survey from Compete Smartphone Intelligence reports smartphone owners’ favorite types of apps are entertainment, games, music, social networking and weather. Want more good news? Nearly a third (30%) of all smartphone owners are comfortable receiving targeted marketing on their phones.

Mobile: Speaking of apps, Finnish cellphone maker Nokia is promoting its latest customizable phone, the N97, by allowing consumers to create their own apps. Creators of the top 10 apps will win a free phone pre-installed with their creation.

Misstep: New media are rapidly gaining in popularity, but it seems they’re missing the boat when it comes to being a source of daily news. According to the First Amendment Center, Americans still consider traditional media the top source for news. A VERY distant second are the Internet, Twitter and social networks.

 

Our favorite: Red Robin and Ducati. You can lead a horse to water, but you can’t make it drink. Driving fans to your social network is only half the battle. So engage your consumers and put them to work as brand ambassadors.

Tags: digitaldownload food socialmedia promotion moms research mobile

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September 18, 2009 at 3:13 PM by Cone

Congratulations to Facebook for reaching the 300-million-user milestone (and for turning a profit)! Its power and reach are undeniable, and as a community it would rank as the world's fourth-largest country. None of us needs convincing of its historic growth, influence and vast potential for marketers. But, in a virtual world where nothing should surprise: When and how did Face book turn our parents into social media mavens? When my own mother recently called and said, "You will not believe who sent me a friend request," I went from Facebook believer to certified apostle.

 

Image Credit: TIME

Mom is not the exception – Baby Boomers are connecting to Facebook in droves. A TIME magazine article earlier this year looked at the evolution of the site from virtual college hangout to an online Boomer party – during the first half of 2009, the number of people in their 50s on the site more than doubled. Older Facebook users now represent about 10 percent of the total 77.7 million registered U.S. members according to iStrategyLabs data. Forrester Research released a report earlier this year revealing the percentage of older Boomers consuming social media has reach 60 percent!

The numbers do not lie – AARP, an organization driven to “enhance the quality of life as we age,” has both national- and state-based Facebook fan pages with thousands of members interacting and posting comments and photos. While more traditional marketing efforts still have a place in reaching mature audiences, consumer programs should, and now must, integrate social media vehicles as a key driver to connect with and create a two-way dialogue with Boomers.

-- Byron Calamese, Director

Tags: moms Facebook Boomers socialmedia

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September 16, 2009 at 12:14 PM by Cone

 

Over the past 11 years our Yoplait client has donated more than $22 million to the breast cancer cause through programs such as Save Lids to Save Lives, and today launched a targeted campaign designed to raise awareness for Gen Y women. Many people are unaware that young women are also affected by breast cancer. Five percent of diagnoses in the United States occur in women under age 40. The new initiative is called Know Your Girls, aimed at encouraging these women to understand what is “normal” for their own breasts, or their “girls,” and recognize important changes.

 

By visiting Facebook.com/YoplaitPledge, young women can pledge to take an active role in their breast health. Take the pledge yourself or simply help spread the word by encouraging your friends and family to sign up. For every pledge received by October 31, 2009, Yoplait will donate 10 cents to Susan G. Komen for the Cure, up to $100,000. Money raised through Know Your Girls will help fund a new research study led by breast cancer survivor and researcher, Dr. Kristi Egland.

Tags: socialmedia cause clients nonprofit

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September 4, 2009 at 12:57 PM by Mike

Who falls for these things?

 

 

 

USocial is a service that has promised in the past to bring its customers scads of Twitter followers and is now jumping into the business of bringing the masses to Facebook fan pages, according to a recent AdAge article.

 

Is it just me, or is paying for fans and followers in social media the equivalent of a band paying to pack the club it's playing tonight?

 

Think about it... OK, so the club is packed to the gills. The band comes on stage and starts to play. It's actually really good! But...no one in the club cares. Not a single toe tapping or head bopping in the crowd. At best, they politely sip their drinks, keep the chatter to a minimum and don't throw stuff at the band members. With every song, the band tries harder and harder to get the crowd groovin', but it receives no feedback, just blank stares and chirping crickets. When the concert is over, the people leave and go about their business.

 

The next day, not a single concert-goer tells a friend what they did the night before. No one goes onto iTunes and buys the band's songs, and the band can forget about getting any of those folks to come see it in another venue in the future.

 

In the end,  the band feels defeated and the members wonder if they can go on chasing the rock-star dream.

What should they have done instead? And how does this apply to building a social media following for your brand? Here's a better option:

 

1. Find the fans you have. Tell them where you're playing. Sincerely acknowledge their presence, and maybe even give them something special for attending your show.

Social Media Application: Use your existing marketing channels to promote your efforts in social media. Engage deeply with the early adopters as they are the key to your future growth. Make them feel special (because they are!) with exclusive offers or products.

2. Even if there are only a few people in the audience, put on the best show that you can -- something people will talk about the next day. Encourage them to spread the word.

Social Media Application: Create (or aggregate) content that wows your fans. Make it shareable. On Facebook, use the publisher to update your status and share photos, videos and stories. Don't underestimate the power of users "likes" or comments - their friends are listening.

 

3. Listen to your fans. If they don't like the song you just played, try something new.

Social Media Application: Engage. Solicit feedback. Silence is a good indicator that you are not hitting the mark. Establish metrics and keep an eye on the types of content and engagement that produce the most feedback from your fans. (Facebook Fan Pages have all of these measures built in.)

4. Understand that you'll be playing smaller venues for a while, but if you follow the above steps, you'll soon be packing them in.

Social Media Application: Be patient. Sustained organic growth of your follower and fan base will ensure you are reaching the most targeted consumers with the most appropriate messages. Don't fall for the easy way out of paying for your fans.

 

 

 

Tags: bestpractices socialmedia newmedia

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August 11, 2009 at 4:27 PM by Cone

During the last few months, I have heard clients, co-workers, industry colleagues and just about every marketing professional I know state that there is a lot of jockeying for position within the social media space. Even though the idea of social media has been around for a while, it seems like everyone who works in marketing communications has just awakened from a deep sleep, all at the same time, and decided that social media is going to be the focus of his or her job.

 

Don’t get me wrong. It’s exciting and it’s a fresh approach to what we do. However, it doesn’t, or shouldn’t, really change things that much for marketers who care about their craft. So what if the media landscape has changed drastically within the last year? So what if consumers are getting their information from completely different places than they were just six months ago? Truth be told, when the dust settles, it still boils down to a sound strategic approach and a good idea.

Of course, we need to understand and continually adapt to the new playing field. We need to know that there is a right and wrong way to approach bloggers. We should be open to a constant, steady stream of new technologies, social networks, content creation concepts and digital partnerships from which brands can potentially benefit. But, the key thing that we, as marketers, should understand is, for the first time, we have the opportunity to establish a two-way dialogue with the very consumers we are trying to reach. That’s a great opportunity, but we won’t get the chance again if we blow it with a bad idea or approach.

So before any social and/or traditional media campaign is executed, it’s important to first think about the basics. Understand your objectives, know your target, carefully build your strategies and bring to life a creative platform and idea that truly earn valid consumer and media attention. Even though we are in the world of PR 2.0, it is important not to forget the basics of marketing 101.

 

-- Mark Malinowski, Vice President

Tags: blogs newmedia socialmedia PR marketing strategy

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August 6, 2009 at 4:25 PM by Mike

The following originally appeared in Cone’s inConetext quarterly newsletter. To read current or past issues, visit our Web site.

 

 

New media have provided countless innovative ways for consumers to connect with like-minded individuals and engage in dialogue around topics of interest. Increasingly, consumers are connecting to research and discussing their relationships with brands and corporations, scrutinizing not only the benefits they derive from these relationships, but the ways that organizations impact the world as a whole.

 

According to our 2008 Business in Social Media Study, 85 percent of social media users want to engage with brands through social media channels. That’s five out of every six people that are looking for some form of interaction with your organization. New media present a tremendous opportunity to engage with consumers around your CSR efforts, as both new media and CSR are rooted in transparency, open dialogue and collective efforts to improve upon the status quo.

Tags: research sustainability newmedia socialmedia

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August 3, 2009 at 10:50 AM by Knowledge Leadership

Nearly half of all American dog owners say they cannot live without their dogs on a daily basis, according to a new Beneful survey. That means a daily pooch pick-me-up is more important than their morning cup of coffee (35%), television (35%), their car (26%), their cell phone (23%) or even best friends (15%)!

To honor this powerful relationship between dog owners and their best friends, our client, Beneful, launched WagWorld.com, an online destination where dog lovers can find and share new dog-friendly places to visit with their dogs, write reviews, upload pictures and pass along posts to friends and family.

 

The site allows canine crazies to filter searches by places to eat, places to play or places to sleep. And, all suggestions are rated by WagWorld users on a five-paw scale. WagWorld comes at a good time as branded Web sites and the opinions of others online have become the second most-trusted sources of advertising. In fact, WagWorld may soon be known as Yelp! for dogs.

In celebration of the launch, Beneful is also searching for the Top 10 Most Dog-Friendly Cities in America. Visit WagWorld.com between July 27 and September 27 to add reviews, post photos or upload stories about living life with your dog in your city. The cities with the most buzz will make the top 10 list to be announced this October.

Tags: promotion socialmedia clients newmedia

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July 1, 2009 at 12:03 am by Knowledge Leadership

In the battle for Millennials with the midnight munchies, who’s going to win out?

 

In one corner you have 56-year-old fast-casual heavyweight Denny’s. Standing opposite, at 47 years old, is Yum Brands’ fast-food stalwart Taco Bell. Odds-makers might give the nod to the Bell, as Denny’s continues to lose late-night customers who prefer to "think outside the bun."

 

 

But before you place your bets, check this out—Denny’s has a little star power for a cornerman. For the last year, the chain has run its "Allnighter" program, which adopts up-and-coming musicians, provides them with $1,000 in Denny’s gift cards and invites them to create special late-night menu options. Denny’s then uses its social media platforms to advertise the bands’ after-parties and menu items. Alumni include Rascal Flats, Katy Perry and Good Charlotte.

 

Not to be outdone, however, is the creator of the "Fourthmeal,"—for those who can’t face the foodless hours between dinner and breakfast. Taco Bell’s latest campaign features the video, "It’s All About the Roosevelts," which debuted in movie theaters last week airing before "Transformers: Revenge of the Fallen." With "Saturday Night Live"’s Andy Samberg and his "Digital Shorts" as its muse, the video features a rap star talking-up the chain’s late-night menu, which can be purchased for only a few "Roosevelts," or dimes.

 

Both campaigns are heavy on the social media—each features its own microsite—including video downloads, Twitter campaigns and mobile apps. So, this is sure to be a tough bout. Denny’s has the celebrities, but Taco Bell has the reputation. Only time, and the much sought-after youth market, will tell.

 

Let’s get ready to rumble!

Tags: food celebrity socialmedia Millennials campaigns

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June 16, 2009 at 6:02 PM by Mike

When the US Department of State asks Twitter to delay an upgrade because of how Iranians may be affected by site downtime, you know that Twitter has officially crossed over from being “something on your to-do list” to an “absolute must-understand.”

 

Of course, the best way to learn is to experience it first-hand, but if you are uneasy about taking the plunge, here are some tips:

1. Listen first: You would not barge into a cocktail party and start spouting off about stuff no one wants to hear. By that same rationale, after creating an account, find some interesting people to follow. Listen. Learn. If you are representing your brand or organization, use Twitter’s search tool to see who is saying what about you.
2. Add value: Only people *very* far out in The Long Tail really care about your coffee habits. Once you’ve mastered listening, add to existing conversations with valuable insights, commentary, and questions.
3. Keep the conversation going: no one likes a know-it-all. Twitter is about increasing the collective wisdom through shared knowledge, challenging opinions, and forging relationships that otherwise would not have been created. Respect others’ rights to speak, disagree and share their own unique perspective. Respond when people reach out to you.
4. Share it: blogs, photos, videos, websites, news stories, other tweets… if you found it interesting, maybe someone else will too. Don’t go crazy sharing only your own material either. Vanity has no place on Twitter.
5. Use the tools: make Twitter more accessible with TweetDeck (you won’t have to go to Twitter.com), set up an account with TwitPic, enable SMS updates on your phone, or even better, install an iPhone Twitter App or Blackberry Twitter App.

And always remember - Don’t ever Tweet anything that could be harmful to you, your brand, your organization, its customers, your colleagues, etc. If you ever have to question whether you’re sharing too much information…you probably are.

Photo Credit: http://twitpic.com/7gtbu

Tags: Twitter socialmedia

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June 10, 2009 at 10:04 AM by Knowledge Leadership

For consumer-facing companies for whom new media truly is new, building a presence on social networks can be fraught with anxiety. And, the results of a recent study will only add to that tension. According to a Knowledge Networks survey “How People Use^® Social Media,” only five percent of social media users turn to these sites for guidance on purchase decisions.

 

Ouch! With results like that, a social media presence may suddenly seem irrational. But, before you reach for the phone to cancel any campaigns, take a breath and remember—there is more to a social media strategy than influencing purchase behaviors.

 

 

A robust social media presence can offer consumers another touch point for interacting with your brand in ways they otherwise wouldn’t. According to our 2008 Business in Social Media Study, when asked about specific types of interactions, Americans who use social media believe:

 

• Companies should use social networks to solve my problems (43%)
• Companies should solicit feedback on their products and services (41%)
• Companies should develop new ways for consumers to interact with their brand (37%)

Just last week, clothing retailer Old Navy learned of growing consumer discontent with its coupon offerings by monitoring blog conversations. By doing so, Gap Inc., Old Navy’s parent company, was able to stem the flow of negative comments by altering its policy.

 

And this situation isn’t unique. Marketers are increasingly realizing the customer service—and ultimately crisis prevention—potential of social media. As a recent Brandweek article explains, “Consumers also expect marketers to respond quickly no matter the issue.” As a result, many companies are establishing a presence on Twitter to provide consumers with an instant point of contact, allowing them to circumvent traditional customer-service hotlines.

 

It’s true. Consumers may not be turning to your Facebook or Twitter pages looking for purchasing advice. But, by just being there you’re providing opportunities to engage with your brand and maybe even make a lasting impression. And that might be just the push they need the next time they’re faced with a purchase decision.

Tags: socialmedia research

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June 1, 2009 at 1:18 PM by Knowledge Leadership

Recently, we shared our excitement for Starbucks’ latest social media campaign. The coffee giant asked its consumers to photograph Starbucks’ outdoor advertisements and upload the Twitpic to their Twitter feeds using the campaign’s hashtag.

 

 

This was all well and good until anti-Starbucks activists “hijacked” the campaign and uploaded their own Twitpics. Instead of pictures of the Starbucks’ advertising, the activists’ pictures featured homemade banners protesting the chain’s stance on union representation for its employees.

 

The lesson for Starbucks, or any company embarking on a new media campaign, is to recognize that when it comes to new media, you don’t really control the conversation or the outcome. If you understand and accept this, you can prepare yourself for negative dialogue. And, you may even learn something that can turn into a positive.

Tags: client socialmedia newmedia

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May 26, 2009 at 11:21 AM by Knowledge Leadership

Cone’s EVP of Crisis Prevention & Management, Mike Lawrence, recently had the privilege of speaking at the 2009 Bulldog Media Relations Summit in New York, NY. His presentation, entitled “Lightning Response: Surviving the First 24 Hours of Crisis” can be viewed below.

 

 

Thank you to everyone who attended!

Tags: socialmedia crisis newmedia

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May 19, 2009 at 2:05 PM by Knowledge Leadership

No stranger to social media marketing—think revolutionary customer service/social media site My Starbucks Idea, launched in 2008—Starbucks is rolling out a new campaign that taps into the surging popularity of Twitter. Aimed at Gen Y coffee drinkers, the outdoor advertisements challenge consumers to be the first to snap and post a picture of the ads to Twitter using the campaign hashtag.

 

 

The particular genius behind this campaign, or any social media campaign done right, is that rather than attempt to draw consumers into a Starbucks store before interacting with them, the coffee chain is making an effort to interact with Gen Y consumers where they already are—on Twitter. And, the timing couldn’t be better. With close to 60 percent of social media users feeling a stronger connection to and better served by companies when they can interact with them via social media, according to Cone’s 2008 Business in Social Media Study, meeting consumers on their own turf and tapping into what they are already doing can foster a more effective brand relationship than talking at them through traditional advertising. The idea behind social media is to take risks by relinquishing control of the brand message, and in so doing, forge a deeper, more dialogue-based relationship with customers.

 

By the way, Twitter isn’t the only social media tool Starbucks is tapping. Part of this latest campaign is a series of YouTube interviews with coffee experts and a contest for employees to submit headlines for future Starbucks ads. Past social media efforts include My Starbucks Idea and Shared Planet, the full online version of its Global Responsibility Report, which infuses social media and interactive elements into the Web site.*

 

We look forward to hearing the results of Starbucks’ latest social media endeavors.

 

*Cone provided the strategy for the Starbucks Global Responsibility Report and consulted on the Web site development.

Tags: clients socialmedia

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May 12, 2009 at 12:43 PM by Cone

As yesterday’s New York Times reported, Chevron hired former CNN reporter Gene Randall to create an Internet video in response to a “60 Minutes” investigation about the company’s oil pollution in the Amazon region of Ecuador and the resulting $27 billion lawsuit.

 

 

Chevron’s video lays out the oil company’s side of the debate, downplaying its responsibility for the oil waste in Ecuador’s waterways. The segment signs off with, “This is Gene Randall reporting.”

While this type of advocacy isn’t new to the arsenal of PR professionals, the reach and level of engagement is greater today with the democratization of mass communication and the proliferation of social media tools.

With corporate reputation crucial in a struggling economy, Chevron’s approach underscores the importance of transparency and maintaining stakeholder trust when developing counter-crisis strategies.

-- Jennifer George, Account Supervisor

 

Cone's Chief Reputation Officer Mike Lawrence also commented on Chevron's crisis response in a recent Ad Age article.

Tags: socialmedia crisis media

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May 5, 2009 at 11:22 AM by Knowledge Leadership

Social media rule and now everybody wants to be on Facebook. In fact, our recent 2008 Cone Business in Social Media Study reveals that 60 percent of Americans are using social media and of those, 59 percent are already interacting with companies online; 25 percent interact more than once per week. Expect your phone to ring any second with your clients demanding you augment their communications campaign with an innovative digital strategy.
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Tags: PR strategy socialmedia

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May 5, 2009 at 11:34 AM by Cone

Cone announces the launch of its new media Clickstart Program, designed to help companies effectively engage consumers online through the use of social media channels. The introductory program will aid companies in exploring emerging communication technologies and identifying opportunities for additional consumer dialogue and interaction. “New media are here to stay, and having an online presence is now the cost of doing business in this communications 2.0 world,” says Bill Fleishman, Cone Managing Director and EVP of Brand Marketing. “Often we find companies recognize the importance of using technology to speak to stakeholders but could use some help getting started. Clickstart is designed to provide that solid foundation.”
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Tags: socialmedia newmedia

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