Tag: Integrated Marketing
What is Pinterest you ask? Just another social media craze? Craze – yes. Just another – not exactly. For anyone unfamiliar with Pinterest and how it works, it’s basically a virtual list of a user’s favorite things. TechCrunch calls it a “socially curated shopping catalog” and says, “…it is addictive.” And they’re right – it is.
Just yesterday, comScore reported that Pinterest had surpassed the 10 million visitors mark, attracting 11.7 million unique visitors, and has become a top 10 social media site. It received 40 times the number of visits during the week ending December 17 than it had received during any single week in the prior six months. That’s a 4,000 (FOUR THOUSAND!) percent increase, making it the fastest-growing social media site EVER.
So, you deleted your MySpace account, finally got the hang of another “new” Facebook layout, and now you’re hearing about Google+. In the world of social media, the only constant is change so get ready to embrace it, because Google+ is most likely here to stay. Comparing Google+ to Facebook isn’t exactly comparing apples to apples. Facebook is pegged as a social network, ideal for sharing photos, news and chatter among friends. Google+ is being looked at as a social media tool better suited to business, but the extent to which it may evolve is yet to be seen.
Why Sign Up?
Why NOT sign up? Get on there and check it out. For the most part, people are going to sign up – after all it’s Google. People like Google, people are familiar with Google, Google has a lot of money and a lot of expertise, and Google+ is already growing…rapidly. (continue reading…)
Communications and media as we know them are evolving at a rapid pace. The manner in which we communicate and what is considered “media” is ever-changing. I remember public relations in the era of blast fax distribution and the pre-World Wide Web era. I realize that I’m dating myself by making these statements, but the fact remains: those of us in public relations are ever-challenged to keep abreast of “new” media and to discover ways in which to use it to our – and our employers’/clients’ – best advantage.
Take social media, for example. Consumers are increasingly relying upon social media for their information – going to a company’s Facebook page, for example, before visiting a company’s website. And consumers demonstrate their brand preferences (and loyalty) by following and liking their brands of choice on Twitter and Facebook. In fact, a recent Nielsen report states that 53% of active online adult social networkers follow a brand, that social networking and blogging now account for nearly a quarter of total time spent on the Internet and that Americans spend more time on Facebook than they do on any other U.S. website. Pretty compelling statistics…and pretty valid reasons why public relations professionals need to include social media as part of their overall communications tactics.
Naysayers may dismiss these statistics, but I recall a similar conversation about the World Wide Web nearly 20 years ago. Enough said.
But beyond B2C communications lies the evolution of “media.” Media is ever-increasingly an online vehicle as printed media – printed news media, most especially – fades away. Writers and editors rely on social media platforms to magnify their voice and reach in the hope that it will (1) increase their reach and (2) drive traffic back to their articles/website, thereby increasing their readership and the value of their advertising.
Even what we consider “media” sometimes comes into question: are bloggers considered media, for example? In my opinion, creating online content does not a member of the media make; however, those with the forum and the voice may not be afraid to use it. So we as public relations professionals must manage these relationships just as we must consider social media platforms as media relations tools – platforms for engaging with the media and platforms for communicating with our various publics.
Does your company need assistance navigating the evolving world of social media? Do you have the tools necessary to harness the power of social media in order to communicate your messaging in a cohesive and an articulate manner? Domus does! Put our expertise in public relations and social media to work for you. Visit www.domusinc.com today and be an active part of the conversation that’s taking place in the world of social media.
For more on this topic, see “Public Relations in a Social World” posted on COMPREHENSION – PRSA’s blog: http://comprehension.prsa.org/?p=3557.
Amy Whilldin is an Account Director at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at email@example.com or 215-772-2805.
Volkswagen deserves kudos for creating an integrated campaign that spans traditional and new media in ways that support and enhance each other, while effectively working towards a classic marketing goal. Basically, Volkswagen is trying to own the word “fun” in consumers’ minds – VWs are fun, driving VWs is fun, VW is a fun company – and they’re doing a pretty good job laying claim to that brand position.
First VW started their “Fun Theory” campaign. This includes a number of experiential locations that entice people to choose a fun option that also coincides with useful behavior (walking stairs instead of an escalator, throwing trash in receptacles instead of littering, etc.). These locations have, in turn, become the basis of much local and worldwide PR. Moreover, videos of people experiencing the VW locations have been the basis of viral internet videos and other social media sites.
Finally, VW has complemented its “Fun Theory” campaign with its ubiquitous “Punch Dub” television advertising. Look at one of those commercials and one of the first words that comes to one’s mind is “fun”.
VW is successfully marrying a broad array of communication outlets with its one common brand positioning goal. They’re a textbook case study for how it should be done.
Domus is a marketing communications agency based in Philadelphia. For more information, visit our web site at http://www.domusinc.com.
As recently reported in Advertising Age, Heineken USA’s sales fell nearly 11% in 2009. At the same time, Dos Equis, selling at a similar price point, had sales increases of about 20%. What’s different between the two brands?
For one, Heineken has had virtually television advertising for a long time (or if it has, it’s been completely unmemorable). On the other hand, since 2007 Dos Equis has been been consistently running one of the best advertising campaigns around, its “Most Interesting Man” campaign.
Yes, Dos Equis has expanded also its marketing to include billboards, print ads, a redesigned web site, and social media pages. (The Dos Equis Facebook fan page has a couple of hundred thousand fans; visitors to its http://dosequis.com web site stay an average of 7-1/2 minutes.) But how many people initially became aware of or interested in the “Most Interesting Man ni the World” from sources other then Television? Some, probably not most.
The lessons? First, television advertising still works, and works well. But as has always been the case, content is king. If the ad is ineffective, no amount of air time will make up for it, but if the ad is effective, television remains an incredible medium. Next, integrating social media naturally around an ad campaign can increase its effectiveness. That doesn’t mean just creating any old social media presence, and it doesn’t mean running a social media campaign independently of the rest of the marketing campaign. It means integrating everything together so that they are synergistic with each other.