In early April, Twitter launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which Tweets will appear measured by Twitter’s new metric called “resonance”, which factors in behaviours like the retweets, @mentions, #hashtags and avatar clicks. Brands can now purchase CPM based adverts to promote these popular tweets at the top of a Twitter search term — even in categories they aren’t well known in, influencing awareness.
Tags: advertising, analysis, Jeremiah Owyang, Marketing, matrix, model, Promoted Tweets, search pages, Social Media, Twitter
If you belong to a medium or large company, there are some real advantages for segmenting your Twitter strategy. Delphine Remy-Boutang, Social Media Marketing Manager at IBM, offers some insights.
Tags: crisis management, Delphine Remy-Boutang, engagement, media monitoring tools, monitoring, online promos, Social Media, Strategy, Tweetdeck, Twitter
Social media marketing has three important aspects. The first revolves around creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention, and become viral in nature. Buzz is what makes social media marketing work. It replicates a message through user to user contact, rather than the traditional method of purchasing via an advert or promoting a press release. The message does not necessarily have to be about the product. Many successful viral campaigns have gathered steam through an amusing or compelling message, with the company logo or tagline included incidentally.
Tags: benchmarks, Content, conversation, facebook, goals, Greenpeace, Influencer marketing, LinkedIn, MySpace, Nestle, online conversations, Online social networking, Social information processing, Social Media, Social media marketing, Strategy, Twitter, Viral marketing
The Cluetrain Manifesto – written in 1999 by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger – is a set of 95 theses organised and put forward as a manifesto, or call to action, for all businesses operating within what was suggested to be a newly-connected marketplace.
Tags: Business, Christopher Locke, Commerce, Culture, David Weinberger, Doc Searls, Industry, Intranet, Ivory Towers, Marketing, mass media, online markets, Protestantism, Rick Levine, Strategic management, Technology, The Cluetrain Manifesto
Whether you’re keeping up with family members or growing your company’s brand, social media has become integral to many aspects of our lives. And it’s getting harder to keep up. Here are some ebooks that can get you started on your path towards social media success or help you kick things up a notch if you’re already active on the social Web.
Tags: Amber Naslund, Antony Mayfield, Brian Solis, Chris Brogan, Cory Doctorow, David Meerman Scott, facebook, Jeff Hayzlett, John Jantsch, Kodak, LinkedIn, Marketing, media strategies, media tools, Online social networking, SMM, Social information processing, Social Media, social networks, social web, Twitter, Ubuntu, Viral marketing
Too often we assume that a failed experiment is a wasted effort. But not all anomalies are useless.
Tags: Asides, Philosophy of science, Scientific method, Theory, Wired Magazine
Customer wooing styles: People often ask the difference between how a public relation expert goes about wooing customers versus an ad agency, a designer, etc. In his top-selling book Zag: The No. 1 Strategy of High-Performance Brands, Marty Neumeier summarizes the differences in this tongue-in-cheek visualisation.
Tags: advertising, brand, branding, Graphic Design, Marketing, Marty Neumeier, PR, public relations, telemarketing
The tragedy of the commons refers to a dilemma described in an influential article by that name written by Garrett Hardin and first published in the journal Science in 1968. The article describes a situation in which multiple individuals, acting independently, and solely and rationally consulting their own self-interest, will ultimately destroy a shared limited resource even when it is clear that it is not in anyone’s long-term interest for this to happen.
Tags: Asides, competitor Web sites, Environmental economics, free-spirited Internet user, Garrett Hardin, ISP, Market failure, Metaphors, Network neutrality, non-renewable energy sources, Resource, Sociology, Tragedy of the commons
The Pareto principle (also known as the 80/20 rule, the law of the vital few, and the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes.
Tags: 80 20, Asides, Business, factor sparsity, Italy, law of the vital few, law relationship, Pareto principle, Power law, principle, principle of factor sparsity, rule, vital few, Welfare economics
The September 2009 UK edition of Wired ran an interesting article, carrying the same title as this post, by futurist Peter Schwartz. In the article, Schwartz proposed a 5 step plan to predicting and therefore safe guarding your future.
Tags: Adobe, AJAX, chosen technology, Competing technologies, e.g. open-source software, five easy steps, Flex, Freelancing, future, futurist, futurology, Peter Schwartz, plan, question, rapid application development, Ruby on Rails, test case, united kingdom, web development, web development example, Wired Magazine