Working on a social media strategy isn’t just a button you can push to add value to your communication and marketing plan after having done everything you can. It has to be core to your customer care strategy to perform fast and accurate word spreading. If not you’d have to face issues that can’t be solved because of the customer care way of working. Read More

Creating event offline and leveraging it online: the ultimate strategy to create “buzz” and spread the word. Many examples are proven succesfful: the Free Hug campaign, Freeze, and the U2 rooftop concert. Regarding the U2 event, it’s the most impressive viral marketing I know, happening 20 years ago gathering that many people in a city and still being viewed by that many people on youtube. Nobody has been able to do so. Read More

Profiling to cluster web visitors according to their interest points, their Internet travel among websites, and time spent on different content. That’s the graal of some online ad network: being able to connect Internet website comsumption of the visitors, to be able to address them message according to the profile requested by brands. A grail that LinkedIn may reach moving from social network platform to their real objective ad network. Read More

Marketing is subjected to the product it has to help selling. Telling a story and raising interest about the product among potential customers is then related to the product, that’s the art of Marketing. But when looking deeper at products, there’s an item that may help facilitate the marketing process: the sharing value inside every product. Read More

Engagement isn’t the real value of social media. Loyalty, increase of product purchase, and reputation are the objectives of social media. Aiming at these objectives generate stickiness when you achieve them. That’s what OfficeMax may achieve if they leverage well the video EepyBird, the creative team that had the idea of the Trevise fountain using Mentos and Coke, produced for them. Read More

TV spots have always been the must in terms of visibility and reputation. The reason to that is company willing to generate a huge image had just to pay for it. There was (and finally still is) only one major communication channel to reach consumers, the TV, and the way to create engagement was/ is to leverage public personalities images. Look at famous TV spots for Pepsi, Nike, L’Oreal, and other brand of the Fortune 500. And now there’s the Internet brands assume they can use that new communication channel to improve their visibility and reputation by creating and spreading video ads so that they become artificially viral. They’re right, they can achieve that goal. But not the way Christine Beardsell, Vice President, creative director of Digitas’s brand content group, The Third Act, explains it in a Clickz Article. Read More

Sometimes visuals are more efficient than words. Especially if you want to share a feeling. And if you’re to create a geniune community, enabling you to become the most famous company out there, aim at the feeling the following video makes you feel (not speaking of the dark side, but the intensity and the stickiness you get). Read More

How does a marketing or communication campaign turns viral? That’s the question all the communication agencies are trying to answer when their clients call them saying as a strategic brief: “I want you to make the next Coke + Mentos viral video”. When I think of not so old time I had to face my boss telling him: “there’s no sense making a video, they should care more on their mediocre products than on their marketing for the moment” (yes I know it’s a cheap answer). But after been forced to watch so many lame self labeled “Viral videos”, and fortunately for me lots of amazing, hilarious, engaging videos, I’ve to say there’s some common points to videos going viral. Here’s the list. Read More

You know the difference between marketing and engagement? Marketing is about sending a one-way message and engagement is about sharing the same feelings with others. 2 major differences so: sharing and human feeling. If you need an example of engagement, watch the following video and you’ll understand what that means to engage with people, to connect with them, and share with them. Read More

Every day tons of information, personal thoughts, ideas, feedbacks, and content generated by consumers are spread, discussed, linked, digged, and commented. Stories become mainstream because of quality, innovative approach, but mainly because it’s about brands, brand customer relationship management, and ultimately about brand infinite ability not to respond users questions and cut down communication when asked to join the conversation. In that status lies an interesting opportunity to generate a competitive advantage. By observing social media users you can quickly learn how to address relevant answers to social media users, how to use the right channel according to the user’s request, and how to efficiently monitor social media channels/ users. Read More