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

Online videos that goes viral are the ultimate goal of companies that are releasing videos. That has generated a large business and would keep on going. But still many companies are missing the tipping point that would actually change the course of the video over the Internet. Whether you want to make a video for branding or for a product, don’t “go viral” and ask any agency to do so, ask them to write a smart story that aims at people and check the items that would make the difference. Here are some guidelines to get along with your consumers and share with them same feelings. Read More

Brand building can come from advertising, there are a lot of examples out there and best-in-class brand image advertising can be found for most of the worldwide companies like Nike, L’Oreal or Microsoft (though the almighty Richmond company may have missed the point). Brand building can also come from people: customers and people refering to companies who share their personal/ professional brand image as they’re advocating for them. But the best way keeps being when it comes from the company employees. That makes more sense and leads much more business. Zappos may have found the fine tuning to make it an important asset. Read More

Generating a communication strategy to engage with your community is related to your business objectives. Whether you are willing to develop your loyalty rate, awareness, reputation, and stickiness, you have to take into account some key concepts to make your social efforts valuable. Being user experience centric, thought leader, sharing with your customers and prospects are parts of the requirements and if you’re not aiming at or able to do it, you should make sure to change your company mindset before. Because social is about discussing and being agile. Read More

Hulu is a US based video sharing platform that’s currently being “hype” since they’re transforming traffic into business. We’re then quick to make a comparison with Google’s Youtube business model that is still not of the level we can expect from the Internet global leader. But after the first impression, we can question the relevancy of the comparison: first because they’re not in the same business field, and second because of the objective they’re aiming at. Read More

QuikSilver has since its start a manufacturer of surfwear and other boardsport-related equipment and has launched for a couple of years more streetwear and fashion lines of clothes. The company marketing line is based on sport though. But to stick with its new products the surf originated company has changed its marketing line and opened a door to the urban culture, and especially targeted to women with SiteLA.org. From here it is somewhat usual, but the way of marketing is far away from standard since the website objective isn’t in providing with a showcase but in creating content. And here starts the social media marketing strategy. Read More

Google Dictionary of the Web, 10 reasons you may be a “Weblebrity”, CRM is stronger than recruitment, Engagement metric, and online video art happening. Here are the link for today. Read More

Last parts of the series “Engaging with your Community For Dummies”, FaceBook reaching 100 millions users, music industry new tactics to leverage Youtube, Google Android way of leveraging their mobile developer community, and others. Here are the posts you may have missed last week. Read More

Managing to connect with your community and share with your consumers and prospects about what’s cool in your business life, and above all why it’s cool and awesome to be by your side, is great and you’re done it properly so now each person you’re speaking with using any social media tool has become one of the people you can count on to make your business bigger. They’re engaged with you, and you’re able to put them into different cluster according to their level of collaboration and use of your product/ service. Here’s the time to connect them with your business to make them help you keep focus on your business growth. Read More

Once you’ve gathered your community around your blog, community platform, fan page (if you’re willing to use Facebook), website, or any other tool (Jason Calacanis is using a mailing list), the first step to leverage it is done. And now is the main part starting. Keeping on generating content and activities to invite continiously your customers and prospects to engage with you and collaborate in creating the best user experience ever. It means being consistent and innovative. Read More