Posted by Sanjay Dove on Mar 25, 2015
Once upon a time, when social media was still this new-fangled thing that businesses didn’t totally understand (and your grandma called it “The Facebook” and “The Twitter”), businesses paid PR agencies to build online communities on social media.
That was — in a nutshell — our job as far as social media strategy is concerned. Grow the company’s following online
As the digital world has progressed, we’ve now succeeded in building these communities. So what’s next for us? The CMO is well within their rights to say “thank you very much PR folks, we’ll handle things from here now” and take things in house. But if we’ve worked on building a community from scratch, it’s become our baby. While we’re not going to want to relinquish control we have to give good reason for why control should lie with us.
Meanwhile 70% of marketers expect to spend more on social in 2015, and we can’t assume that a big chunk of that is going to come our way.…
Posted by Alex Perryman on Dec 10, 2014
I’m going to confess something: I spend an unhealthy amount of time on Facebook.
Beyond my professional duties of helping to administer or contribute to various business pages, far too much of my life is lived in The Big Blue app.
Like many, I use Facebook to scream my ill-informed (and often quite political) views at friends who, being friends, will shrug and ignore me. No damage done. And, like many, I keep my personal and professional lives separate. ‘LinkedIn is for business, Facebook is for personal use’. Frankly I’d prefer my superiors aren’t subjected to my Malaga snaps.
Hence why I’ve tracked news of Facebook’s separate Facebook at Work project with interest. I feel like the idea of being able to run two completely separate streams has merit.
However, I’ve noticed a fairly worryingly trend occurring in Facebook.
Facebook seems to have started very aggressively recommending ‘people you may know’ that I am connected to through work.…
Posted by Louise Andrews on Dec 08, 2014
The need for transparency when it comes to paid-for product promotion came to the fore recently, with the Advertising Standards Authority’s ruling that a video paid for by Oreos that featured YouTube stars broke advertising code.
The popular chocolate biscuit brand paid a host of YouTube stars to promote its product in videos.
Now there’s nothing fundamentally wrong with these vloggers receiving money for their brand endorsement efforts. The issue is that they must make it very clear to fans and viewers that they aren’t simply doing this out of their love for the product.
As The Guardian reports, Mondelēz, the parent company for the Oreo brand, said they weren’t intentionally trying to be misleading and each vlogger did state they were working with Oreo. But in the words of the ASA, the ads must be ‘obviously identifiable marketing communications’. According to the ASA, they were not.
What does this landmark ruling mean for brands, marketers and their PR agencies?…
Posted by Alex Warren on Dec 04, 2014
When it comes to marketing, it takes a lot of guts to take on a brand like Coca Cola. For years, the soft drinks vendor has dominated Christmas advertising with its red trucks, animated polar bears, and suitably bloated Santa Claus. For the last few years however, a growing focus on improved storytelling has left Coca Cola’s advertising team standing out in the cold. Now, there’s a new player in town, and his name is Monty the Penguin.
For the last four years, John Lewis has dominated the Christmas airwaves with tales of friendship, family, and the “true” meaning of Christmas. This year was no exception, with the release of the retailer’s latest advertising mascot: Monty – the little penguin who just wanted to be loved.
Only one month after its launch the campaign is already pegged for multiple advertising awards, with Monty himself expected to go down in ad history alongside Alexander the Meerkat, and that grubby Yorkshire tyke from the Hovis adverts.…
Posted by Ian McKee on Nov 19, 2014
I made it over to East London for the Festival of Marketing last week. It was a triumphant event, brought to you by the people behind Econsultancy and Marketing Week, with the great and the good of the UK marketing industry under one roof (or was it several? I couldn’t tell in the labyrinth that is Tobacco Docks).
The overarching themes getting talked about most regularly were fairly predictable; customer experience, content and optimising marketing for cost efficiency. I did learn a few newer things though.
1. Marketing hasn’t changed
Sure, we have innumerably more digital tools, channels, access to new swathes of data, but at its core marketing remains the same. That was the argument put forward by Simon Carter of Fujitsu in his seminar on the changing face of B2B marketing.
The promise of marketing automation tools (for example) is more personalised communication. But what really happens is lazy marketers just adopt these tools for what they were doing before; throwing enough s**t at the wall to see what sticks.…