filter by tag: socialmedia

February 2, 2012 at 2:28 PM by Alex Nicholson

What can your CEO learn from the Obama White House?

 

 

Check out my recent post in Social Media Today for "Five Ways Obama Is More Social Than Your CEO."

 

--Alex Nicholson, Director of New Media, @Alex20001

Tags: video bestpractices instagram socialmedia digital mobile Google+

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November 1, 2011 at 2:02 PM by Cici Gordon

I had the pleasure of attending last week’s Council of PR Firms Critical Issues Forum. The focus of the forum was on the world of social media. The event featured an excellent keynote speech by Obama’s former press secretary, Robert Gibbs, followed by a panel discussion with some leading practitioners and thinkers in this space, all cap-stoned by a moderated interview with Mashable founder Pete Cashmore.

 

Below are the most interesting insights from the day:

 

Observations

• The power of the Internet is not in its infinite nature, but rather in its ability to connect micro-communities.
• Social networking is not a new concept. Maryam Banikarim, CMO of Gannett, recalls the Iranian revolution of her youth, where folks were making cassette tapes and passing them out at mosques to help mobilize support and drive change. Same underlying logic, same desire, just different tools that existed.

Challenges

• Gibbs raised a concern that the “Amazon Model” of feeding you information based on past choices can actually be very polarizing – people will only be seeing and reading things like those they’ve seen before. He cautioned that we all need to be at least aware of both points of view to breed greater tolerance and acceptance.
• The massive volume of communication that goes on today means that we all have to work much harder just to keep up. There are many more implications for every communication today because of all the places and ways it can show up. There is no such thing as an “internal memo” anymore. People are becoming overwhelmed with worry about being left behind.
• Gary Hoenig, general manager of ESPN publishing, lamented that it’s very difficult with the immediacy of communication today to discern if consumer dissatisfaction is a “mosquito attack” or “nuclear attack.” The concern is how you determine how much energy or emphasis to place on these events when they are unfolding so quickly.
  

Predictions

• Cashmore’s optimism about the future of social media stems from the speed at which they have impacted the world. He is excited to see how embedded it will be a decade from now. In fact, in his vernacular, Twitter will become just like plumbing, it will be there as another regular communication tool that is used all the time and serves its purpose.
• When asked to comment on wikileaks and whether it’s good or bad, Cashmore’s viewpoint was that transparency is here to stay and we must adapt to it. In essence, that genie cannot go back in the bottle.
• When asked what Mashable will be writing about 36 months from now, Cashmore responded that he doesn’t know and that’s what’s so exciting. For example, is voice (as appearing on the new iPhone 4S) a fad or a trend? Who knows?
• If starting any company today or attempting to be the most successful PR firm in 2020, Cashmore’s answer was the same – be on the cutting edge doing something that is totally new. It’s easiest to grab the space and the most defensible position. Today, he would go to mobile first; that’s really the “new place,” whereas when Mashable launched in 2005 the Web was the “new place” to be.
• And finally, always embrace the next trend.
  

–Cici Gordon, Senior Brand Strategist

Tags: conference transparency mobile bestpractices socialmedia

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October 14, 2011 at 2:29 PM by Cone Communications

You may have recently heard that Facebook upgraded its Page Insights (analytics). Part of the update includes a much more advanced set of metrics for measuring engagement and reach on fan pages. The new metrics allow community managers to focus on what content is getting shared the most and how to tap into the viral power of Facebook.

This new upgrade delivers another blow to social media skeptics. “Going viral” or “virality” until now has been an abstract term or practice that was easily picked apart. But now, Facebook is concretely defining virality based on these new metrics and substantiating its definition with a plethora of data. Using the new metrics, community managers can easily score and rate the virality of their content. In other words, they can assess how apt the data are to be shared. We spoke to a Facebook representative who had the following to say about the changes:

“What we're trying to do with these new updates to Page Insights is to emphasize to marketers – from small businesses to global brands – the importance of creating content on their Pages that gets shared and passed on, so that this content in turn can reach more and more people in the News Feed – including those that are potential Fans/customers.”

 

 

A simple way to measure the virality of content using the new metrics is to divide the unique ways your content is being shared by the unique impressions, ultimately providing a virality percentage. Now, to simplify…

Virality = Unique story* creation / unique impressions
Post Virality = Post Talking About This / Post Reach

The new insights platform also introduces two additional metrics to help marketers understand and make better use of the viral nature of Facebook. Viral Reach tracks the number of unique impressions by measuring how many users saw a story because of a friend. Friends of fans is a self-explanatory measurement that identifies the complete audience for viral marketing within Facebook.

Why does Facebook want to move towards these new metrics? Engagement. They want marketers to lead the charge by creating content that has stronger edges and takes advantage of the social graph. According to a Facebook representative:

“The People Talking About This metric is a count of the unique people who have created stories about a particular Page in the last week. We believe this is an important metric not only because it stresses engagement, but also because it is directly correlated to reach – so when you increase People Talking About your Page, you increase your weekly total reach.”

By making virality and engagement more measurable, Facebook has shifted the emphasis from “How many Likes can we generate?” to “How can we create better content and engage our fans?” The onus is now on marketers to use this new data to create engaging experiences and to better predict what will “go viral” in their communities.

-- Marcus Andrews, New Media Specialist, @Marcus_Andrews
--Hiroki Murakami, New Media Intern, @hnmurakami

*Unique Stories include liking your Page, posting to your Page's Wall, liking, commenting or sharing one of your Page posts (or other content on your page - like photos, videos, albums), answering a Question you posted, RSVP-ing to one of your events, mentioning your Page, phototagging your Page, liking or sharing a deal, or checking in at your Place.

Tags: socialmedia viral

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September 23, 2011 at 2:46 PM by Mark Malinowski

Just like people, the perception of a brand is everything. Brands can be warm, standoffish, happy, elitist and even confused. And thanks to social media, everyone has the power to influence and “humanize” brands – for better or for worse. 

One brand falling victim to such influence is Abercrombie & Fitch, who publicly declared its young adult brand would pay “Jersey Shore” cast member Mike “The Situation” Sorrentino not to wear its clothes. Not only did this stunt draw widespread media attention (social and otherwise) and stir quite a debate, it also provided a real glimpse into the brand’s personality. Loud and clear, Abercrombie & Fitch was letting it be known that it is a brand that wants to only associate itself with a certain group of “aspirational” young people. The whole situation (pun intended) seemed to be like high-school dynamics playing out on the public stage. Thanks to the influence of consumers using social media, it also affected business. After it asked The Situation to stop wearing its brand, its stock plummeted nine percent.

 

On the flip side, there are brands approaching middle age that seem to be a bit lonely and confused. Having lost its focus and market share, Burger King announced it is dropping its irreverent “The King” mascot in favor of a new campaign that would be focused on healthier product options. Whether you liked The King or not, the campaign penetrated pop culture for years and consumers identified Burger King with The King. To avoid confusion, it seems the brand quickly needs to find its personality footing since the drastic change conveys a schizophrenic message. If it doesn’t, it will become harder to emotionally connect with consumers and stand out from the more defined brand personalities of McDonald’s and even Wendy’s.

So what does brand humanization ultimately mean for today’s marketers? Figure out your brand DNA and personality quickly. If you don’t have a personality, get one and stick with it. Consumers are watching and waiting with their thoughts and opinions.

--Mark Malinowski, Senior Vice President

Tags: socialmedia branding strategy influencer

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August 25, 2011 at 4:33 PM by Cone Communications

Contests are frequently inserted into marketing programs to reach and engage with consumers. If done right and within strategy, brands just might increase their social media followings, build loyalty among existing and new customers, drive sales and much more. There are many reasons contests should be part of your marketing strategy; however, with the flood of so many brands using the tactic, how does your campaign standout?

 

Here are five practical tips to make contests work for you.

Identify goals. Before you set out to host a contest, identify the objectives or it will be difficult to evaluate success in the end. Are you looking to engage with as many people as possible? Are you looking for quality entries/content? Are you looking for media impressions? Some contests (i.e., video contests) can result in creative entries and create a high level of engagement with consumers; however, the number of entries may be minimal in comparison to other contests with low barriers to entry. If you’re looking to secure impressions, explore ways to generate multiple waves of publicity and consumer engagement throughout the contest.

Make the contest call to action relevant to the brand personality, as well as your core audience. Before you set out to launch a contest, take the time to finesse the call to action. Determine the type of responses you want to get back from consumers and if the ask is brand appropriate. Successful contests usually ingrain the brand essence into the contest call to action, thereby ensuring entries are on-brand and target your core audience.

Content is key. Take a step back and determine how you want to leverage the content created by consumer entries. Do you want entries to go viral? Do you want them to be humorous? Do you want to pitch to media? Answering these questions will help frame how to structure the contest entry, judging and winner announcement process.

Offer a unique prize package. Everyone enjoys a free gift. Explore a prize that has an emotional impact (e.g., paying for someone’s college tuition or enhancing a community destination) or a one-of-a-kind prize and/or large monetary award. A compelling prize can certainly incent more consumers to enter and participate in a contest. It may even make your story more newsworthy to the media you’re pitching.

Think long term. Think about how the contest could play out or evolve in the next year or the year after. There’s a lot of equity in building on an ownable brand idea; however, look for ways to refresh program elements to keep the program feeling new. Also, continue to leverage and communicate with the consumer base acquired through the contest. Sustaining the momentum of the contest energy to create lifelong brand ambassadors is invaluable.

--Amelia Ott, Account Supervisor, @amott

Tags: marketing video bestpractices engagement socialmedia contest

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August 19, 2011 at 1:16 PM by Cone Communications

If you’re still wary about integrating foursquare into your marketing plan, look no further than the recent announcement that even the president is “checking in” to places now. If Obama can do it, so can your customers. With constant progress and evolution surrounding what was a scrappy start up just a few years ago, it comes as no surprise that foursquare announced yesterday yet another advancement. Now becoming more than just a location check-in program, it has added a new Event element to its check-ins.

Users have been checking in to unofficial events for a while now, but with the launch of an official platform of ”partnered events,” foursquare streamlines the previous process of having users check in to a location and then “shout” or comment about what they’re doing there. Users’ check-ins get a lot more interesting because users can check in to the venue itself or any of the events going on there. The primary players behind this new Events platform are ESPN, MovieTickets and Songkick, setting out to display thousands of check-in-able events, beginning in the arenas of music, movies and sports.

This new feature gives both users and businesses an added layer of interaction on foursquare. Users can unlock information about the events they’re attending (such as game time, teams and venue details), giving them more chances for earning discounts, coupons and even badges offered through the new events platforms. ESPN, for example, now has a new page for users checking in to specific sporting events that make users eligible to earn an “ESPN Foam Finger” badge.

For business partners there is a heightened opportunity to compete for check-ins with other locations and drive consumers to events and accompanying services. Consider the following scenario. On Friday night I check in to Fenway Park and a Red Sox game and push this check-in to my Facebook and Twitter pages, each of which shares information with my different social networks of friends. While at Fenway I might check in to a pre-game event I learned about on foursquare, orchestrated by one of the Red Sox sponsors. I then push this check-in to my other social networks as well, maybe even tweeting about the cool branded giveaways I got just for attending this pre-party! For businesses who take advantage of foursquare Events for event planning and marketing campaigns, this scenario is sure to become a reality.

If you’re reading this post and you’ve yet to do so, jump on foursquare and “claim” your business. Get in the game!

--Kathryn Robinson, New Media Intern, @katelyse

Tags: socialmedia promotion event foursquare

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August 12, 2011 at 1:24 PM by Cone Communications

This past weekend, we had the privilege of attending the 7^th annual BlogHer conference in San Diego, Calif. BlogHer ‘11 brought together leading female voices ranging from mommy, food and health bloggers, to journalists and corporate CEOs. With two full days of informative sessions, an elaborate expo hall and sponsored events,the conference offered insights into ways that bloggers want to connect with their readers, tools they’re using to push out content and how they want to work with brands.Through conversations with bloggers, listening to speakers and panels and spending time on the expo floor, we were able to take home several key learnings from this conference.

 

 

Blogs drive purchase decisions. It’s no surprise bloggers continue to influence purchase decisions among consumers, but this sentiment was wholly reinforced. According to the 2011 BlogHer Social Media Matters study, 80 percent of BlogHer’s audience has made a purchase based on a recommendation from a blog. This influence is supported by the trust consumers are putting into blogs they follow – feeling that they have a lot in common with the author. In fact, according to the same study, 73 percent of those surveyed said the blogger they follow “has similar opinions and attitudes,” 58 percent said they “feel they know the blog writer like a friend because we have so much in common” and 57 percent said “I have been reading the blogger I follow for a long time and we have similar taste.” These stats reinforce that it is increasingly important for brands to maintain strong relationships and look for opportunities with bloggers as they are undeniably trusted influencers for many consumers.

 

Facebook is the engaged modern mom’s media platform. Although bloggers continue to push out content with tools like Twitter and Google+, Facebook still leads as the most-used social media channel. It continues to allow bloggers to drive more traffic to their blogs and interact with their fans. When pitching or working with bloggers, look for opportunities to provide additional content for a blogger’s Facebook page, giving the blogger more content and providing another touch point for the brand.

 

Bloggers are open to being sponsored for blog posts. This emerging topic among bloggers came up again and again over the course of BlogHer, as many are looking for opportunities to work with brands on a paid basis. As brands continue to work with bloggers, it will be important to explore opportunities for sponsorship and content integration, as this seems like a direction that many well-established bloggers are moving toward.

 

Bloggers are communicating new technologies to their audiences. Several of the bloggers we chatted with are constantly pushing out new technologies and apps that would be useful to their readers. For instance, Desiree Scales, of The Bella Buzz, recently communicated a new app to her readers called Aisle 411, which helps people find the items they’re looking for, create and manage shopping lists, plan shopping routes, find product reviews and even earn rewards and dollars off for simply finding whatever it is they need. Be sure to research what tools bloggers are giving their readers to find new ways to offer up valuable content when pitching them.

 

 

Although experiential rules the expo floor, social elements extend engagement. Photo opportunities in a branded setting are still a good way for brands to get attention and interact with consumers – particularly at a crowded trade show. This year’s floor had everything from a Sesame Street stoop to an interactive bathroom. However, photo opps. alone do not create engagement, so across the board, brands used social media to extend consumer engagement. Gatorade offered green screen photos showing attendees getting doused with Gatorade - Bill Belichick style - and encouraged users to share the images on social media channels. Other brands offered photos with celebrities or icons, provided a hash tag and encouraged tweeting the photo to win a prize. Incorporating social engagement with an experience is a great way for brands to engage consumers, drive traffic to social media outlets and increase overall brand knowledge. As social media continues to thrive, you can definitely expect to see this type of engagement in the future.

 

The BlogHer conference was an eye-opening experience and it is not just for bloggers anymore; PR pros can definitely benefit from this informative conference.

 

Did you attend BlogHer11? Let us know about your experience.

 

--Emilie Valle, Account Supervisor, @Emilie_Valle
--Jessica Benjamin, Account Executive, @JessBenj

Tags: research blogs blogging mediarelations Twitter bestpractices socialmedia

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May 13, 2011 at 3:52 PM by Mike Hollywood

By now, you've no doubt heard about the questionable practices PR firm Burson-Marsteller engaged in on behalf of Facebook to "raise awareness of" and "focus attention" on Google's Social Search functionality. Certainly, the actions of B-M do not conform to any reasonable definition of public relations ethics and only serve to perpetuate negative perceptions of our industry as a whole.

The real losers in the battle: everyone.

For those not aware of the background, Google now shows searchers information on how people within their online social graph have interacted with pages that are returned as a part of search results, including tweets, Facebook interactions and various other socially enabled actions. All of this information is being pulled from publicly available data that Google crawls by following links in a user's Google Profile. This is all perfectly legal and in the name of providing a better and more relevant web experience.

 

If that all sounds pretty familiar, it should. Through Facebook's Open Graph, you are probably used to seeing how your friends are interacting with the websites they visit – including stories they "liked" or "recommended" and commented on. You may even know they like a brand in general, despite never even having visited that brand's website. This is Facebook's way of showing you – wait for it – a better and more relevant web experience.

Both companies have taken some lumps for the liberal use of consumer information without proactively informing users that they are doing so. This is despite the fact that most would argue, in the end, both techniques actually do provide a better web experience, facilitating better information exchange and deepening both interpersonal connections and brand-to-consumer connections.

What's sad about this entire kerfuffle is that it's not really about shoddy data privacy or better web experiences. In the end, it's all about advertising revenue and gaining a competitive edge to attract more eyeballs and ad dollars. Both products are great and have improved the world we live in considerably. But, by slinging mud and focusing on the supposed weaknesses of their competitors instead of their own strengths, they have effectively weakened consumer confidence in the industry and given consumers another reason to doubt that online communications even serve their interests.

For those keeping score: doubt - 1; progress - 0.

--Mike Hollywood, Director of New Media, @mikehollywood

Tags: Facebook socialmedia credibility mediarelations crisis PR

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April 20, 2011 at 3:33 PM by Cone Communications

When I finally found the time to order “The Social Network” on demand, what struck me most about Facebook mastermind Mark Zuckerberg was both his portrayed arrogance and his genius. But in spite of his undeniable intelligence, I don’t think he could ever have imagined how invaluable his creation would become to marketers.

Facebook is an increasingly important tool we use on a daily basis to connect and engage with consumers. I think it’s reasonable to say you’re way behind the eight ball if Facebook isn’t a consideration in your marketing strategy. But, just having a presence isn’t enough; in fact, recent research has clearly shown that all content is not created equal.

 

Consider the following when engaging with “fans” on your brand’s Facebook page:

• Your page is important to your consumer. Our 2010 Consumer New Media Study found traditional online tools, such as websites and email, lead the way, but social networks are the next most common channels Americans use to interact with companies and brands online.
• Timing is everything. Consumers are more likely to read your posts after work (good news for their employers). According to Buddy Media, companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20 percent higher than average – Thursdays and Fridays see especially high traffic.
• Keep it brief. If the wild success of Twitter tells us anything, it’s that people like short and sweet, and the same is true for Facebook. The Buddy Media study also found posts with 80 characters or fewer have a 27 percent higher engagement rate.
• Some things in life are free…and everyone loves free stuff! According to our Cone study, incentives, such as free products or services, coupons, etc., are the biggest reason (77%) consumers choose to engage with brands via social media. Other things consumers are looking for include problem solving (e.g., customer service), the ability to provide feedback, and of course, entertainment.

When I started my first blog years back the best advice I was given was to keep it fresh, dynamic and interesting for my readers (albeit there were not many). The same practices can be applied to a Facebook page. As a marketer, I’ve learned the importance of posting often and with purpose. Facebook allows us to consistently engage with people that really care about a product, service or company, so we should use this unmatched tool to provide information that is meaningful, timely and relevant to our consumers and not just post for the sake of posting.

 

Simply put, since you took the time to “like” me, I want to make it worth your while.

--Lindsay Harrington, Account Supervisor, @LindsHar15

Tags: cone Facebook research bestpractices socialmedia

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April 15, 2011 at 2:22 PM by Cone Communications

Tiger Woods may have been the golfer to watch during last week’s Masters Tournament, but I was actually following newsmakers Ian Poulter and Graeme McDowell. They both made headlines recently for getting into “culture clashes” with the somewhat stodgy executives at Augusta National Club, which hosts the annual golf tournament. Despite the private, all male club’s efforts to reach a more youthful golf audience – creating a video game and even a new Masters app for the iPhone – it was not ready to accept the culture of its own youthful golfing generation.

Back in March when Poulter and McDowell tweeted pictures and video from the grounds during prep, they generated a response from Augusta National spokesperson Steve Ethun, asking players to refrain from using their cell phones on the property. With almost 90 percent of new media users interacting with companies or brands via new media sites and tools, there is no denying the power of social media – even during your golf game. And this begs the question, how do luxury brands, who have largely defined themselves through their “exclusivity,” attract and engage with new, social media-savvy consumers – who are increasingly demanding transparency and two-way conversation – while staying true to their brands’ values and loyal consumers?

 

Luxury fashion brand Gucci is one successful example. With more than 4 million Facebook fans and 62,000 Twitter followers, the brand uses social media to debut collections and engage with consumers around fashion trends all in the hopes of sparking a purchase. According to a 2010 study from market research firm Chadwick Martin Bailey and iModerate Research Technologies, Gucci is on the right track. Fifty-one percent of survey respondents said they were more likely to buy from a brand after following them on Facebook and an even greater 67 percent said they were more likely to buy after following on Twitter.

On the other hand, the consequences can be harsh for brands who fail to heed the tide of connected consumers. Well-known and respected luxury food brand Harry & David recently filed for Chapter 11 Bankruptcy and is only now attempting to play catch up with the social media crowd. Targeting eco-conscious supporters of local agriculture, the brand will soon launch a camera capturing the life of its staple pears as they ripen. But, only time will tell if Harry & David can work its way out of financial ruin by appealing to consumers via social media.

As for Augusta National and the Masters Tournament, with sub-par TV ratings this year, we’ll have to wait and see how the brands decide to engage with the young, trendy, social media-savvy consumer next spring. Maybe then they can strike the right balance between exclusivity and authentic consumer engagement.

--Kimberly Litchfield, Account Supervisor

Tags: research branding youth socialmedia

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April 4, 2011 at 11:13 AM by Cone Communications

In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Although consumers may be embracing new entertainment channels, this shift in viewing habits turns out to be another thorn in advertisers’ sides. Thanks to Internet-connected televisions, tablet computers, smartphones and DVRs, it’s suddenly much easier to escape brand advertisements. As a result, companies are looking for new ways to reach today’s sophisticated and technologically savvy consumers with their messages.

With all of the media clutter out there, consumers want more control over what, where and when they are marketed to, which has paved a shiny, new path for branded entertainment – a fusion of advertising, entertainment and marketing. This marketing buzz word, which has become ever-so-popular on the web, is a cheaper and more diversified way of reaching consumers (some say, even more effective) than the traditional 30-second TV spot, and companies are racing to jump onboard.

 

The expense of TV broadcast, combined with consumers spending more and more time online, makes branded entertainment an attractive option for marketers. According to a report from PQ Media, branded entertainment marketing is quickly becoming a staple for marketers and is expected to be a $38 billion industry by 2014 – growing at 9.2 percent annually.

The web has emerged as the biggest platform for this type of content, which allows consumers to “opt in” to brand messaging and allows brands to extensively track and monitor engagement. Mattel’s successful series “Genuine Ken: The Search for the Great American Boyfriend” aired on Hulu, which reported each new episode was one of its highest rated videos.

Branded entertainment can come to life in many ways: as a vehicle to launch a new product like Ford’s Rally America, which helped showcase the automaker’s newest line of vehicles; as an opportunity to bring back relevance to a mature brand like Mattel’s iconic Barbie franchise; or as a way to reach new consumers, as with the case of Denny’s ”Always Open,”’ an effort to appeal to a younger group of consumers and to lose its “old fashioned” diner reputation.

As brands explore this new world of branded web entertainment, it’s important to keep a few things in mind:

• Be Authentic: Branded entertainment shouldn’t come off as product placement. Consumers will know the difference (think “American Idol” and Coca-Cola). Make sure the opportunity is authentic to the brand and that there is a high level of transparency with consumers. The best way to do this is by being part of the overall storyline and showcasing brands as they would appear in the real world.
• Go Social: Social media are an integral part of branded entertainment – not an afterthought. Branded entertainment is one of the best opportunities to really engage consumers and keep them coming back for more. Ask consumers to vote on a webisode finale, give them incentives for “checking in” to view content or offer exclusive content for paying attention. The options are endless.
• Inform/Educate: Use this as an opportunity to communicate something new about the brand that consumers didn’t already know or reinforce brand positioning. Remember your target consumer is choosing to engage with the brand, so make it memorable.
  

-- Jodi Housman, Account Supervisor, @JodiHousman

 

* Source: Forrester Research, Online Video On TV Leads To Cord-Cutting By 2012 (March 2011)

Tags: marketing advertising campaigns trend bestpractices socialmedia branding

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March 31, 2011 at 12:19 PM by Mark Malinowski

As part of his worldwide “take over” and public meltdown a few weeks ago, actor Charlie Sheen opened a Twitter account and in just three days became the fastest account to reach 1 million followers. Once he secured his following, Sheen agreed to tweet on behalf of Internships.com and drew more than 1 million unique visitors to the site – proving the power of celebrity.

Thinking as a marketer, there’s no doubt about it; the social synergy between brands and celebrities is becoming more and more symbiotic. According to recent research from The Nielson Company, 64 percent of adult U.S. Internet users who follow a celebrity online also follow a brand – said another way, adults who follow celebrities are four times more likely to follow a brand than the average adult. Nielson also points out that fans are more likely to offer advice and opinions to fellow online consumers.

 

 

Sheen’s public meltdown aside, there is no doubt that celebrity partnerships for brand or cause campaigns are relevant again, thanks to social media. So why has social media changed the way we think and feel about celebrities? In the past, celebrities were largely untouchable and fans could only learn their “inner thoughts” by reading a quote or blurb in People magazine. Today, fans can follow a celebrity on Facebook or Twitter and literally know what Ashton Kutcher or Alyssa Milano are thinking – or not thinking – 24/7. To borrow a famous movie phrase, “this time it’s personal.”

In terms of doing good, a celebrity’s social strength can support relief or cause efforts with just a post or a tweet. Following the natural disaster in Japan, musicians Lady Gaga and Katy Perry both mobilized their enormous social followings and encouraged fans to donate money to help disaster victims. Gaga tweeted, “I Designed a Japan Prayer Bracelet… ALL proceeds will go to Tsunami Relief Efforts” and Perry urged fans to donate to the Red Cross. In a few days, their social calls for help raised significant funds for disaster relief. This never could have happened just a few years ago.

One thing that hasn’t changed is that celebrity partnerships for brands or cause-related efforts still need to be natural and organic. But if the right partnerships can be formed and social followers mobilized, meaningful impact for programs can be achieved like never before.

--Mark Malinowski, Senior Vice President, Cone Entertainment Marketing


To learn more about our recently launched Cone Entertainment Marketing service, please view today’s press announcement.

Tags: cause partnership cone celebrity socialmedia strategy

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March 22, 2011 at 3:16 PM by Cone Communications

“Move fast and break things.”

This is much more than a mantra at Facebook. In fact, the social network seems to introduce changes before it has even finalized its previous modifications. Although Facebook is getting better at letting users decide if they want to accept updates and is generally more cognizant of how those updates can affect users’ privacy, the largest network on the planet doesn’t show any signs of slowing down.

On cue, the latest change comes to Facebook Fan Pages. And with so many brands using their Fan Pages as hubs for online marketing efforts, this update can have serious implications. Below is a look at what brand marketers can expect:

 

Tabs No More: Confusion Abounds
Those clunky, browser-esque tabs from Facebook Pages have disappeared, replaced by a slicker side navigation that is much more subtle. Taking advantage of the new-found space, Facebook uses the top of the page to feature recently posted pictures. Creative brands took advantage of this quickly, but marketers need to be aware that the new user interface may cause some confusion.

Use Facebook as Your Fan Page: Improve Engagement
In addition to the visual facelift, Facebook tweaked its functionality to provide a very interesting tool for community managers and brand marketers. Page admins can now switch back and forth from their personal profiles to that of their Pages’. This means admins can use Facebook as their brand page. When logged in as a Page, users won’t have all of Facebook’s functionality – they can only engage with other Fan Pages – but the update is a great tool as it allows for easier monitoring. No longer do community managers need to “hover” around their pages waiting for activity before engaging with consumers. With the new rollout, admins receive a Facebook notification and an email notification of any activity, including wall posts, comments and shared photos. For some, this is going to mean a huge improvement in speed of response and a perception of deeper community involvement. For others, it’s going to mean a flooded inbox, particularly if you manage multiple pages with vibrant communities. Luckily, each admin can modify his or her email preferences both at the individual Page level and globally.

 

read more...

Tags: marketing socialmedia trend Facebook

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March 4, 2011 at 10:40 AM by Heather Breslau

It seems hard to believe a website created in 2004 to help college students at Harvard share social information would have the power to help fuel political movements around the world. Wasn’t the idea to let students post their photos online and find out someone’s relationship status?

 

As the Facebook movie, “The Social Network,” wins Golden Globes and Academy Awards, the site is also receiving notoriety for helping assemble young political activists in Tahrir Square, Egypt. Social media, in particular Facebook, were prime vehicles for amassing young, pro-democracy supporters for rigorous political debate online and disseminating information on meetings and rally locations.

Today, the “April 6 Youth Movement” group on Facebook – which launched its page back in 2008 to help raise awareness for striking workers in Mahalla al-Kobra – has more than 86,000 members and it’s likely the Mubarak regime would not have toppled this month if Egyptian students and young professionals hadn’t leveraged the power of Facebook. Even a government-forced Internet shutdown couldn’t dilute the strength of the community offline.

As the pro-democracy wave spreads to other areas of the Middle East, this may likely serve as one of the earliest case studies of social media’s impacts on political movements. The brilliance of Facebook, with its 500 million users, is its ability not only to share and communicate but to literally create offline movements.

I wonder if this was Mark Zuckerberg’s vision as he programmed the site from his Harvard dorm room.

--Heather Breslau, Vice President

Tags: Facebook socialmedia

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February 18, 2011 at 10:50 AM by Cone Communications

Leveraging a celebrity’s name and likeness to help promote a brand, new product launch or cause campaign continues to be a popular marketing trend. But, as USA Today pointed out, social media are giving smaller companies the opportunity to play in the “celebrity endorsement” arena, for smaller costs, while still reaching a vast audience of potential customers.

 

 

One such company is Purina ONE (client), which recently launched beyOnd, a new all-natural dog and cat food. To help generate awareness for the brand and the documentaries it ran to raise money for animal shelters, the brand partnered with animal-lover and active social media participant, Audrina Patridge. She leveraged her Twitter and Facebook followings by posting messages about the documentaries and new products. Not only did this reach her 1.36 million fans, but other celebrities re-tweeted the message, reaching even more potential consumers.

 

Another example of successfully using celebrities in social media is through virtual press conferences or events. Many smaller brands are taking what could have been an expensive, live event and hosting it from a studio, virtually. This way, consumers can interact with the host, who is often a celebrity, expert or panel of both, even if they aren’t in the same room. During these virtual events, consumers and media can interact with the hosts in real time, which often results in social media chatter.

 

For all companies, big or small, celebrities continue to help brands tell their stories, and if the celebrity is a natural and organic fit for the brand, the results can be priceless.

 

--Jennifer Newberg, Senior Account Supervisor


Tags: clients celebrity bestpractices socialmedia event

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February 11, 2011 at 8:45 AM by Cone Communications

Some lawyers have a beef with Taco Bell’s beef…and – here’s a surprise – the fast food chain has thanked them for causing trouble.

A class-action suit filed by Montgomery, Ala., law firm Beasley Allen accuses the fast-food giant of false advertising, claiming several of its products are made with “seasoned ground beef” that doesn’t meet the USDA definition of meat. According to the suit, which the Los Angeles Times made public on January 24, Taco Bell’s “taco meat filling” only contains 35 percent meat – that’s less than the 40 percent the USDA requires – with the other 65 percent composed of spices, extenders, water and other add-ins in far greater amount than the USDA allows for ground beef.

 

 

Taco Bell’s Response

Rather than shy away from further controversy, Taco Bell went on offense, arguing its beef is better than plain ground beef, which it thinks tastes too boring to be served by a company committed to “thinking outside the bun.” Taco Bell insists its seasoned ground beef consists of 88 percent meat and 12 percent “not-so-secret recipe” – which it provides to consumers.

On January 25, the company took the first of several steps to communicate this message to its consumers. Taco Bell’s Twitter account pushed out a statement from Taco Bell President and Chief Concept Officer Greg Creed, explaining the “facts” presented in the lawsuit were “absolutely wrong.” The same went for Taco Bell’s Facebook page, and the online statement to which consumers were directed was updated with additional details on January 26. The company also announced it would place full-page ads “to share the truth about our seasoned beef” in national publications, including The Wall Street Journal, The New York Times and USA Today, as well as execute an outreach campaign to target its Hispanic consumers. The consumer outreach concluded on January 27 when Greg Creed posted a message on Taco Bell’s YouTube channel offering his side of the story.

Why the Response Worked

• Taco Bell utilized a psychologically effective message – “Thank you for suing us” – to counteract the allegations.
• Rather than defending its products from allegations, Taco Bell’s messaging went on the offensive by insisting its seasoned ground beef is actually better than plain ground beef. The company also promised to take legal action against those making false claims against the seasoned beef. This strategy transformed a perceived crisis into an opportunity.
• Taco Bell responded quickly. The company’s point-of-view was included in the Los Angeles Times’ initial report and became increasingly present as details of the controversy developed.
• Taco Bell’s messaging was consistent across platforms – including traditional media, Twitter, Facebook and YouTube.
• And finally, Taco Bell responded creatively and in good humor.

Close, But No Chalupa

Taco Bell fell short in one aspect of its response campaign: effective use of social media to engage its consumer audience. Although the company responded via its Twitter and Facebook channels only one day after news broke, the response did not resonate with social media audiences; following news of the lawsuit, social media posts regarding Taco Bell’s beef spiked to more than 16,000, but following the launch of the ad campaign response, posts only reached about 6,000. This most likely is a result of social media’s inherent nature, concerned more with providing a shock-factor than setting the record straight. By the time Taco Bell responded to its followers, the story was no longer relevant. Although its message could have remained the same, the company needed a flashier response – by social media standards – for the Twittersphere to once again cry, “Yo Quiero Taco Bell!”

--Emilee Ellison, Assistant Account Executive

Tags: food bestpractices socialmedia crisis strategy

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January 14, 2011 at 1:32 PM by Jamie Singer

By day, I’m a reputation management practitioner at Cone, and on college game day Saturdays, I’m a Wolverine. But after witnessing the events surrounding last week’s dismissal of the University of Michigan’s former head football coach Rich Rodriguez, I found myself caught in the middle of these colliding worlds.

In a world where perception matters more than reality, the growing perception has been that the Michigan “brand” is in a state of crisis – a crisis marked by three seasons of on- and off-the-field struggles for the winningest program in college football history, the football program’s first NCAA violations in its history and this most recent, tumultuous coaching transition. Since the university’s public break-up with Rodriguez, Michigan seemed a sad and lonely teenager without a date to the prom. After the university encountered what appeared to be a series of rejections from potential new head coaching candidates – including fan favorite Jim Harbaugh, Big Ten conference peer Pat Fitzgerald and “Michigan man” Les Miles – it ultimately closed one chapter of this transition with this week’s hiring of Brady Hoke.

 

But Michigan now must turn its attention to repairing the reputational damage created by the mismanagement of the Michigan brand from the outset of this transition process. The athletic department can begin to do this by applying a few best practices in brand management.

Control the story: Michigan must come off the sidelines to serve as the primary storyteller. Last week, Fox TV in Detroit prematurely – and, thus, inaccurately – reported Rodriguez’s termination, a story subsequently picked up by local media, blogs and even ESPN. Michigan’s voice was notably absent in the initial hours following this report, leaving a communications void to be filled with speculation, misinformation and panicked chatter from media, blogs and social network users. It wasn’t until several hours later that the university finally broke its silence to label the report as “media speculation.” That is, until the following morning, when Athletic Director David Brandon made official Rodriguez’s firing. But by not controlling the story from the outset, the Michigan brand became consumed by a toxic media environment marked by critical headlines like “Dave Brandon Fumbles Rich Rod Firing.” Looking ahead to the period following the Hoke announcement, Michigan must more effectively lead the conversation with a clear, consistent and forward-looking message.

Speed is critical: The athletic department must better meet the demands of the digital playing field. In this age of social media, we evaluate organizations on their abilities to address issues publicly in the “critical first minutes,” as opposed to the “critical first hours” suitable in years past. Michigan’s several-hours-delayed response to the report of Rodriguez’s dismissal suggests a lack of appreciation for the speed required to keep up in a world dominated by real-time tweets and status updates. Moving forward, Michigan must do a better job responding in real time to incorrect and rampant rumors and using its own social networking tools (e.g., Facebook, Twitter) to actively engage with stakeholders on their social media “home turf.”

Brand management is a full-time job: And Michigan’s newest brand “ambassador” must embrace this role. In a recent press conference, Brandon acknowledged, “I believe that Michigan Athletics is the front door to the University of Michigan in terms of the shaping of the brand and the image of the brand.” So, Hoke now faces the daunting task of not only serving as the new face of an embattled football program but also of a beleaguered brand. All eyes will be on Hoke to influence and, ultimately, change the current perceptions that this is a program out of control. Hoke’s introductory press conference was certainly a promising first step in embracing his new role as brand champion and beginning to rebuild the brand trust that this coaching transition eroded. Hoke’s fanaticism for Michigan was obvious during his remarks, and he made it clear that this new job is not about him, it’s about the team. But Hoke must extend this formula one step further – above all, it’s about the brand. Like Hoke so aptly put it, “This is Michigan for god’s sake.”

--Jamie Josephson, Senior Account Executive

Tags: bestpractices socialmedia mediarelations credibility crisis

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December 3, 2010 at 11:10 AM by Mike Hollywood

Much like the month of March, Black Friday came in like a lion and went out like a lamb. Yes, lines stretched for miles in the wee hours of the morning, but once storefronts were locked and totals were tallied, retailers were likely nonplussed by the modest sales and traffic increases.

 

Where did all the shoppers go? Online.

 

 

Black Friday online sales were up 16 percent, and come Cyber Monday, sales broke $1 billion. This dramatic shift away from brick-and-mortar shopping is not so surprising, considering access to the Internet is near universal among all demographics. What does cause me to raise an eyebrow and shake my head are all the missed opportunities for companies to integrate online holiday shopping promotions across new media channels.

 

A non-scientific Facebook poll found that only a minority of members were using Facebook to search for and share holiday shopping incentives. To really take advantage of Black Friday and Cyber Monday hysteria, retailers would have been smart to provide consumers with Facebook- and Twitter-exclusive discounts designed to increase their followers and sales, yet it seems few companies were able to capitalize. Our own 2010 Cone Consumer New Media Study showed 77 percent of new media users look for companies to offer incentives, such as coupons and discounts, before deciding whether to engage with a company via social media. As companies start to recognize that they should focus online as much as in-store for holiday shopping, they need realize the potential of untapped social media resources to increase sales both during the holidays and throughout the year.

Tags: socialmedia promotion strategy

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November 2, 2010 at 11:56 AM by Research & Insights

New media adoption is soaring, thanks to older Americans and minorities increasingly moving online, but the competition among companies looking for loyal followers just got tougher. According to our latest research, the 2010 Cone Consumer New Media Study, new media users still choose to demonstrate affinity (e.g., “like” on Facebook, “follow” on Twitter or subscribe to an RSS feed) toward an average of only 4.6 companies online.

 

 

Consumers are more open than ever to engaging with companies via new media (86 percent vs. 78 percent in 2009), but it still takes a big effort on the part of the company to reach the upper echelons of the consideration set. To stand out, companies need to incentivize new followers. Before deciding whether to engage with companies online, 77 percent of new media users look for free products, coupons or discounts.

 

It may be difficult for companies to get to the top, but it’s even harder to stay there. Nearly two-thirds (59%) of new media users say they are satisfied with their online experiences with companies, but that doesn’t mean they won’t hesitate to punish companies by disengaging. More than half of users will stop following a company if it acts irresponsibly toward its consumers (58%), over-communicates with them (58%) or provides irrelevant content (53%). Under-communicating (36%) or censoring user-generated content (28%) is also grounds for falling out of favor.

 

Companies that can deliver high-quality customer experiences are richly rewarded. Users who engage with companies via new media are more likely to:

• Share information about the company across their own social networks – 62%
• Feel a stronger connection to the company – 61%
• Feel better served by the company – 60%
• Purchase the company’s products or services – 59%

Is your company doing what it takes to stay on top?

Tags: coupons blogs socialmedia research newmedia

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October 29, 2010 at 1:39 PM by Research & Insights

We’ve all seen what can happen when brands suddenly change their iconic identities. Gap recently succumbed to a not-so-surprising defeat after attempting an update to its 20-year-old logo. After unceremoniously returning to the original, President Marka Hansen is being called into question for allegedly giving the go-ahead for the launch of the new logo against the counsel of her marketing team. Internal strife and lack of respect for its consumers’ opinions have turned fans against Gap as it prepares for the holiday shopping season.

 

Despites Gap’s obvious missteps, we know the world will keep turning and brands will keep revamping themselves. So what can brands learn from the debacle? Don’t assume your fans are as ready for a change as you are. Consumers’ brand loyalty is often linked to nostalgia and sudden changes can lead to estrangement. In fact, people are so protective of their favorite brands that a recent survey found 52 percent of Americans expect prominent companies to ask for the public’s input before making major changes to their logos, packaging or products. So, forego the shock factor and ease your audience into major overhauls.

 

 

One brand taking heed as it prepares for some big changes is Mattel. It seems Ken – Barbie’s longtime love – is feeling dowdy lately and has decided to get a little work done ahead of his 50^th birthday. To celebrate the makeover, Mattel is launching an online reality series to find the one man in America who best demonstrates “Ken-ability.” The eight-episode “Genuine Ken: The Search for the Great American Boyfriend,” hosted by Whitney Port of MTV’s “The City,” will feature eight men competing in various elimination challenges to find America’s best Ken. Visitors to the site can nominate and vote for the eight contestants and even download a mobile app. The site also integrates with Ken’s Facebook and Twitter pages.

 

Mattel hopes the series and website will help position Ken to a newer, more mature audience, while turning his 50^th anniversary and makeover unveiling into a newsworthy event. Either way, fans have the opportunity to join the brand in celebrating its heritage and looking ahead to the future.

Tags: research bestpractices socialmedia branding

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September 17, 2010 at 2:54 PM by Cone Communications

“We've learned something since starting Twitter – life doesn't

always fit into 140 characters or less.”

No, Twitter CEO Evan Williams isn’t upping the character limit on his microblogging platform. But, he is rolling out a new site design. Last Monday, the #newtwitter became available for select accounts and is slowly making its way to the entire network.

Previous upgrades, which allowed more information to be available in tweets through annotations, provided the impetus for the recent Twitter transformation. The redesign takes advantage of the changes, allowing users to see a deeper set of information through a new two-column format right inside the web interface. The additional content and information will increase the creative options for publishers and share more information about them.

 

 

This is the logical next step for Twitter. In essence, it took the best of what was previously hosted on third-party sites and combined it with fresh features to create a slick new layer. The move lessens the platform’s dependence on outside vendors like Twitpic or Twitvid, stemming the flow of users away from the site and upping the adoption of its new features, such as “recommended to follow” or geo-location capabilities.

The new Twitter features:

• New design: The site has a cleaner timeline and a rich details pane that instantly adds more impact to individual Tweets, while maintaining the simplicity of the timeline. A new infinite scroll eliminates the need to click “more” to view additional Tweets.
• Media: You can see embedded photos and videos directly on Twitter, thanks to partnerships with DailyBooth, deviantART, Etsy, Flickr, Justin.TV, Kickstarter, Kiva, Photozou, Plixi, Twitgoo, TwitPic, TwitVid, USTREAM, Vimeo, yfrog and YouTube.
• Related content: Clicking on a Tweet displays a details pane that shows additional information related to the author or subject. Depending on the Tweet’s content, you may see replies, other Tweets by that user, a map of where a geo-tagged Tweet was sent from and more.
• Mini profiles: Mini profiles allow you to see user info without navigating away from the page, which provides quick access to account information, including bios and recent Tweets.
  

The redesign will create a more holistic experience and may even wean users off third-party applications like Tweetdeck and Hootsuite. Results remains to be seen, but the new twitter is an evolution from novelty site to comprehensive media platform.

--@marcus_andrews, New Media Associate

Tags: partnership socialmedia

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September 3, 2010 at 10:00 AM by Cone Communications

Confidence in traditional media in the U.S. is down, if the results of a recent Gallup poll are to be believed. Americans continue to express near record-low confidence in newspapers and television news – with no more than 25 percent of Americans saying they have a "great deal" or "quite a lot" of confidence in either.

This is a highly compelling – and frankly, somewhat dire – reminder that to create provocative, influential and successful PR programs for our clients, we have to be sure to include many different channels of engagement to get our messages to our intended audience.

 

 

We all understand the power of social media, with massive numbers of people engaging in networks from Facebook and Twitter, to Groupon, Foursquare and countless others. Building programs that can live within these networks is critical for a brand’s success and offer marketers the opportunity to get straight to the intended consumer, bypassing the need to engage traditional media to tell our story for us.

Similarly, event and experiential marketing activity is a great way to bring the brand directly to the consumer. Think about the lines of people eagerly awaiting a scoop of free Ben and Jerry’s (client) ice cream on Free Cone Day or the rush to grab free samples of 100-calorie snack packs after exiting the morning subway train.

But, we can’t ignore traditional media outlets, altogether – lest we drive those confidence numbers even lower. We all know a well-placed article in The New York Times or Huffington Post reaches millions, and the third-party credibility of a well-respected editor telling our story doesn’t hurt, either. Yet, this is exactly what makes Gallup’s recent revelations so troubling. How should this change our approach to media relations?

It comes down to doing our jobs better. We have to help editors tell our story in the most transparent, clear and honest manner we can. This means challenging our clients to give us more than marketing group-approved key messages and really getting into the meat of what makes our brands work, so that we can be fair, balanced and truthful brand advocates. It also means doing our own due diligence in following competitive brands so we can present our editors with a 360° view of our story. It means more work for us, a better pitch for our editors and a better story for their readers.

Can PR pros impact the shift of people’s confidence in traditional news media? I think we can. As brand consultants and strategists, we are in a unique position to help our clients tell better stories. And this is through accuracy, fairness and taking a few risks. I challenge us all to think about the consumer next time we write a pitch. We can impact the quality of what is reported, and we owe it to our clients, and ourselves, to do so.

--Lisen Syp, Senior Account Supervisor

Tags: research media socialmedia mediarelations clients

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August 6, 2010 at 11:12 AM by Cone Communications

“Generation Z,” or children born between the years of 1994 and 2004, have likely never known life without the Internet, cell phones or YouTube. That makes them the most digitally connected generation ever. Although children aren’t permitted to register for an account on social networking sites such as Twitter, Youtube and Facebook until the age of 13, that’s not stopping them from embracing the digital age.

 

Social Media
Teens ages 13-17 make up 10 percent of total Facebook users, but let’s not discount those younger than 13 who are using social networking sites. Togetherville, also known as “Facebook for kids,” allows children 10 years and younger to play games, acquire virtual gifts and watch YouTube videos with their friends. The site requires parents to sign up their kids and even allows them to monitor their children’s use in real-time. A separate social network called Scuttlepad, or “Twitter for kids,” asserts that it lets children “tell your friends what you're doing (...just like the older kids do!).”

Brands seem to be taking notice of Generation Z’s online interests. Mattel recently launched the Barbie Video Girl, a toy that makes it easy for girls to create and edit their own video and post it on YouTube. They’re also asking consumers to follow them on Foursquare and Twitter as Barbie travels the US for a chance to win a Video Girl doll. Other YouTube channels, such as Sesame Street and Fred, have racked up thousands of views and prove that even pre-schoolers are familiar with social media.

Gaming & Web
Children are spending about 17 minutes per day playing online games – that includes even the tiniest of tykes. To meet the growing demand, toy company Fischer-Price offers a collection of educational games for infants, toddlers and pre-schoolers, while PBS’s Sid the Science Kid game teaches children all about antibodies, weather and vocabulary.

Going Mobile
In 2009, the average child was given his own cell phone at 9.7 years old; that’s actually down from 10.1 years in 2008. Children are spending this time sending thousands of text messages a month, playing pre-installed games, taking pictures and listening to music. And although Leapfrog’s “baby Blackberry” isn’t actually a phone, it certainly teaches tiny tots how to type on a Qwerty keyboard at a surprisingly young age.

Parents are Adapting, Too
It seems that parents are becoming more and more comfortable with their children being active in the digital space and are especially comfortable with it being used as an educational tool. In fact, according to the Kaiser Family Foundation, only three-in-10 children have restrictions on media use, and Retrevo.com reports that 31 percent of parents think children under nine are ready to own their first computer.

At this point, it seems there’s no turning back for Generation Z. Whether kids are addicted or just more social, it’s clear that they’re spending more and more time consuming digital media.

-- Christa Keizer, New Media Intern

Tags: research tweens newmedia youth socialmedia mobile teens

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July 30, 2010 at 3:26 PM by Mark Malinowski

Remember how you felt about computers from the ‘80s or cell phones from the ‘90s? You thought of them as ground-breaking, big ideas. Eventually, us marketers will start to feel that way about the recent “Old Spice Guy” media stunt, too.

 

You all know the story by now. During the Super Bowl, the Old Spice Guy sprung to life via a very creative series of commercials by ad agency Wieden + Kennedy. They featured a sexy, charismatic character – along with great writing and execution – that got people talking. The commercials became so popular that the character has gone on to develop a huge following on YouTube, Reddit, Facebook and Twitter.

 

So what was the agency and brand team to do with a commercial character that obviously struck a pop culture nerve? They did a simple and brilliant thing – they took the traditional, advertising format of a static, network commercial and turned it on its head by giving the campaign the appearance of being tailored for the consumer and the moment. They did this by hiring actor Isaiah Mustafa for two days to directly respond, in character, to select consumer, media and celebrity social media requests through a series of “almost live” mini commercials. From one studio location, the commercials were written, shot, edited and distributed in almost real time, allowing the agency and brand team to break through the preverbal “third wall.” Alyssa Milano, Demi Moore and George Stephanopoulos took the bait, and the Old Spice Guy ran with it.

The results were enormous. Old Spice body products’ sales rose 107 percent during the past month, the brand’s YouTube channels were viewed by more than 58 million people and Isaiah just signed on to appear in a movie starring Jennifer Anniston. But the big question for marketers is, “Where do we go from here?” It will be difficult for other brands to replicate this execution exactly since the stars truly aligned for Old Spice. It had a great commercial concept, a pop culture-friendly character and a developed social media fan base that responded to him.

So take a cue from the Old Spice Guy. It’s important for brands to think about media convergence now. A brand directly communicating to consumers in real time is a practice that has been happening for a while and continues to evolve. However, the big challenge will be transforming traditional marketing platforms, such as television commercials, and making what the Old Spice Guy did in two days, happen every minute, every-day.

How brands and marketers will exactly meet this emerging consumer interest in a tailored, real-time approach depends not only on technology but how creatively we use it.

-- Mark Malinowski, Vice President

Tags: campaigns marketing socialmedia advertising

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July 16, 2010 at 11:19 AM by Research & Insights

Throw out the old communications models. Consumers are taking back control over their purchasing decisions. Or at least seeking a second opinion.

 

Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations, even from the most trusted of sources. Increased skepticism of traditional media, technology advancements and growing online connectivity have American consumers turning to online influencers to confirm their opinions prior to making purchase decisions. Heeding this behavior shift, marketers began targeting consumers’ inner circles with word-of-mouth then social media campaigns as the new marketing tipping point for purchase decisions.

 

 

Today, these campaigns are no longer enough. Data from the 2010 Cone Online Influence Trend Tracker reveal consumers have added yet another step prior to reaching for the credit card – online verification. Thus, personal recommendations alone are no longer enough to guarantee a purchase, as three-quarters of consumers (77%) agree they are more likely to purchase products or services when they can find additional recommendations about them online. Among 25- to 34-year-olds, online verification is even more vital; 91 percent will go online to verify recommendations before making a purchase and nearly the same number (90%) are more likely to purchase products or services after finding additional online recommendations.

 

 

The tone of online information plays a powerful role in the purchase decision, often outweighing the initial recommendation. More than two-thirds of consumers (68%) agree negative product or service information found online can be a mitigating factor in deciding whether to purchase. Conversely, positive information reinforces purchase recommendations for a full 80 percent of Americans.

 

Online verification may not be required for every product category, but our research shows that there is a wide range of products and services that will be scrutinized via the Internet regardless of price point. Verification is now the deciding factor to drive consumers to that final purchase, and marketers who ignore this behavior shift will miss out on a golden opportunity to influence purchase decisions.

 

Be sure to check out our fact sheet, and let us know what you think. How often do you go online to confirm purchase recommendations?

Tags: research trend wordofmouth bestpractices socialmedia strategy

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June 4, 2010 at 10:21 AM by Cone Communications

Recent changes to Facebook announced at the Facebook developers’ conference have been hot topics in new media marketing and pop culture. The largest issue affecting anyone with a Facebook page – that’s now more than 400 million people – is that of privacy. While this is a relevant issue, the platform’s social developments, the Open Graph, will have a more significant effect on how we all use the Internet.

 

The Open Graph connects the Internet in ways never conceived. Imagine visiting a website that can access your social profile and customize content based on your likes and interests, as well as those of your friends. These connections are powered by Facebook, and the platform will become the backbone of the social web. It’s what we like to call the Facebook-Powered Internet. Currently, the Open Graph connects Facebook to more than 30 partners, including CNN, ESPN, IMDB and Pandora; however, as the new developments gather momentum, more and more websites will connect with users and Facebook through Open Graph.

The Facebook-Powered Internet will be faster, safer, intuitive and much more social. Users will be able to “travel” with their Facebook profile information, while websites will be able to recognize information about the user to help serve up relevant content. That means no more logging in or setting up accounts for websites, both a speed and security bonus. Content will be easier to find: less searching through large sites to find the exact thing you need, fewer irrelevant news articles and fewer ads that don’t come close to targeting you.

But, not everyone is on board. Facebook is getting pushback from users who fear their privacy is at stake. Facebook bases its changes on what user activity on the Internet has already shown. People want to share their exact location on Foursquare and know what strangers are thinking on Twitter. Even the word “viral” has taken on a completely new meaning today to accommodate the mass sharing that is taking place online.

 

Marketers and communicators need to understand that the Facebook Open Graph will change how people use the Internet, very drastically and very quickly. Although it is impossible to know exactly how these changes will affect how people receive information, buy products and support causes, marketers should be fostering and growing Facebook Fan Pages to take full advantage of this development. For each “like” that your fan page receives, you make another connection in the Open Graph. These connections are the web that ties together the Facebook-Powered Internet.

As a marketer, are you in a position to take advantage of the Open Graph? What tactics are you using to grow and engage Facebook fans?

--Marcus Andrews, @Marcus_Andrews

Tags: marketing newmedia socialmedia trend

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April 12, 2010 at 1:22 PM by Cone Communications

As any 21^st century PR practitioner will tell you, social media communications has taken on a role of greater importance when developing a comprehensive communications plan for your organization. But remember, establishing a social media presence means opening yourself up to potential attacks, warranted or not, from consumers who want their voices to be heard. To prepare yourself for this eventuality, you must develop a sound social media strategy comprising a careful mix of fact finding, message creation and strategic communication.

 

The new reality of an always-online, hyper-connected world is that there has been a major shift in how we help companies communicate with consumers. Blogger engagement and Facebook and Twitter strategies are no longer “nice to haves.” They’re absolutes! Three years ago, our proactive efforts primarily involved developing comprehensive communications programs that helped clients demonstrate their business actions to a core group of loyal consumers. We were able to create focused programs and engagement tactics that could be shared with stakeholders and media by following a planned schedule. Although that process still underlies the foundation of any solid communications platform, today it is critical to supplement it with a strategic and deliberate social media communications plan with a broader consumer focus.

It is important to take your time when crafting your online and social media plan. The best communications plans are structured to be implemented in a moment’s notice. And when done poorly, they can seriously damage your reputation almost overnight. Years of solid thinking and reams of messaging can easily be overtaken by scrambled, reactive efforts - often against attacks waged by just a few individuals with limited knowledge on the topic they’re vilifying.

So, what to do, and what not to do? There are a few critical things that must happen, especially when dealing with a consumer crisis:

Do:

• Monitor, monitor, monitor. It’s not enough just to be there. You must know what’s happening in your social media space.
• Respond, respond, respond - and quickly. The vast majority of online attackers can be easily educated and quickly appeased, and in some cases, might even become surprising allies. Ignoring commentary is the quickest way to start a firestorm, and responding fast can literally stop it in its tracks.
• Have a few clear key messages to reference. Keep messages factual and as objective as possible. Engaging in an online attack is not the time to “market” to the attacker.
  

Don’t:

• Ignore the comments. You don’t have to respond to everything, but when you see an opportunity to set the record straight, do so, and fast.
• Respond with the same message over and over again. Online communication should be authentic and come from a personalized “voice.”
• Patronize or antagonize. Be polite and respectful, but remain strong and confident.
• Shut down your Facebook page or Twitter handle. That will move the conversation into forums you can’t easily control.
  

Online engagement is an exciting opportunity to have a person-to-person dialogue in real time. With a solid online and social media communications strategy in place, you will be prepared for anything that comes your way, and more often than not, will come out on top.

--Lisen Syp, Senior Account Supervisor

Tags: Twitter Facebook PR blogs strategy bestpractices socialmedia crisis

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March 12, 2010 at 2:37 PM by Mike Hollywood

It's day one for the South by Southwest Interactive festival in Austin, Texas, and I'm lucky enough to be on the ground here at the Austin Convention Center. The entire city is buzzing with geekery - you can't swing a 3-foot USB cable without smacking someone who's busy blogging, tweeting or generally acting engrossed in their laptop or iPhone. (author included)

 

 

So far, the big buzz has been around location-based applications and services like Foursquare and Gowalla - and the announcement that Twitter turned on its version of location-based status for all users. Add to that other services like SitBy.Us and Plancast, and it seems that everyone wants to know where you are and where you are going.

 

One's thing for sure - EVERYONE is using these tools here. The question will be if they can make the crossover to mainstream culture the way Twitter did in 2007. If there is a front runner right now, it's Foursquare, with all of the exposure it is getting lately. Gowalla is putting on the full court press here in Austin, though Will it be enough to command the attention of the digerati?

Tags: Twitter socialmedia event

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February 12, 2010 at 10:21 AM by Cone Communications

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 blogs socialmedia

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February 5, 2010 at 2:39 PM by Research & Insights

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 campaigns contest celebrity socialmedia advertising cause

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January 26, 2010 at 4:20 PM by Mike Hollywood

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: research newmedia media blogs socialmedia

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January 22, 2010 at 11:41 AM by Cone Communications

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: research newmedia socialmedia

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January 20, 2010 at 10:14 AM by Research & Insights

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: research PR cone strategy newmedia bestpractices socialmedia

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December 10, 2009 at 1:51 PM by Cone Communications

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: research socialmedia mobile teens tweens

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November 30, 2009 at 3:43 PM by Cone Communications

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: wordofmouth Twitter socialmedia

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November 13, 2009 at 12:28 PM by Research & Insights

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: research clients newmedia bestpractices socialmedia branding

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November 2, 2009 at 10:25 AM by Cone Communications

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: health socialmedia PR

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October 29, 2009 at 10:20 AM by Mike Hollywood

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: newmedia blogs socialmedia mediarelations

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October 20, 2009 at 10:13 AM by Research & Insights

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: marketing socialmedia research PR newmedia cause media mobile blogs CR

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October 2, 2009 at 3:44 PM by Research & Insights

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 research mobile food socialmedia promotion moms

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September 18, 2009 at 3:13 PM by Cone Communications

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: socialmedia moms Facebook Boomers

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September 16, 2009 at 12:14 PM by Cone Communications

 

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 nonprofit cause clients

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September 4, 2009 at 12:57 PM by Mike Hollywood

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: newmedia bestpractices socialmedia

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August 11, 2009 at 4:27 PM by Mark Malinowski

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 marketing strategy PR

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August 6, 2009 at 4:25 PM by Mike Hollywood

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 Research & Insights

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 newmedia socialmedia clients

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July 1, 2009 at 12:03 am by Research & Insights

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: campaigns food celebrity socialmedia Millennials

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June 16, 2009 at 6:02 PM by Mike Hollywood

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: socialmedia Twitter

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June 10, 2009 at 10:04 AM by Research & Insights

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: research socialmedia

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June 1, 2009 at 1:18 PM by Research & Insights

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: clients newmedia socialmedia

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May 26, 2009 at 11:21 AM by Research & Insights

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: newmedia socialmedia crisis

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May 19, 2009 at 2:05 PM by Research & Insights

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 Communications

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: media socialmedia crisis

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May 5, 2009 at 11:22 AM by Research & Insights

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 Communications

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: newmedia socialmedia

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