ROI is quite possibly the most abused term in marketing. It was just a matter of time before white papers, articles, and ROI evangelists hit social media without the pedigrees of a seasoned CMO or CFO to set them straight. Furthermore to frame this short write-up, ROI is a valuable tool for the measurement of a business investment, but has failed marketeers for decades just the same.
Let’s take a quick refresher on why ROI fails: Continue reading →
On January 30, 2007 the earth shook from the millions of DVD drives spinning and humming as they installed Windows Vista. It was as anticipated as a movie screening for Twilight showing to Orange County teenage girls. Likewise it was also an epic failure in the eyes of sensible adults.
So here we are, two and a half years later on the launch week of Windows 7. Now I won’t lie, I will probably install a copy on my home PC [I ambi-compute]. And even though I have every desire to run to the store to buy it, install it, and deal with whatever Microsoft has in store for me, I am refraining due to my social media prowess and sensibilities.
Simply put, I was waiting to see a positive affirmation from the millions that should be Tweeting.
Key words, should be. And this is why I won’t be an early adopter, this time…
Tweets haven't been so kind as of late for Windows 7.
Let’s just get this out of the way: Starbucks is really a social media platinum brand. Their ability to foster their social media presence as the customer service interaction for their international brand through @Starbucks is really quite remarkable. But even still, and it is always easier on the sidelines, Starbucks had a few things that could have taken them to another level with their latest VIA product launch. Some might argue that what they have done thus far is already successful, but my perspective is there is always room for improvement and with this being their largest launch since Vivano which in my opinion failed miserably every avenue MUST be considered.
Starbucks VIA Launch
The UFC has done a pretty great job of utilizing Dana White, the president of the organization, for all things promotions and personality. Dana White IS mixed martial arts to many fans, in that he embodies a straight-shooter attitude that so many fans are drawn to. On top of being good in front of the camera, and having an innate ability to handle media frenzies, White also can be listed as an early adopter for integrating social media into the core structure of his organization.
As far as Twitter celebrities go, White has the ratios, a constant stream of posts, and a personality that is enjoyable to follow. 690k Twitter followers is nothing to shake a stick at! Dana is also a YouTube sensation with his video blogs. His video blogs also give viewers a behind the scenes look at the UFC as a business. What this really does for the organization is enable it to shed too much harassment from dissenters just wanting to dog ‘the man’ for not being benevolent.
How so?
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With a bag of Cool Ranch Doritos in hand, watching football this past Sunday I saw Southwest Airline’s newer ad campaign roll out in all of its glory. The Bags Fly Free campaign has a great message, and though its earlier rollout had less creative writing, the newest piece, which I am searching for a link to, has much better creative and really lends itself to step up with social media.
GSD&M Idea City were so close to having a campaign with legs. There is still time friends, read your Geek Grade and ratchet it up.
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Rightfully so #beatcancer, a hashtag idea developed by a social media agency named EVERYWHERE, became not only a Guinness World Record® first for social media metrics but also an indicator of what has pull on the tweetosphere.
Accruing 209,771 mentions and $70k in donations in just 24 hours #beatcancer showed us all once again that Twitter/Facebook is not only an indicator of the polarity of scalable social messaging, shown by the vast differences between itself and balloon boy, but also an indicator that the Twitter/Facebook audience is willing to mobilize on topics for the greater good.
As more charitable topics latch on to this model it will and is already a mere right of passage for social marketers, so remember campaigns in general need more substance than dollars and hashtags. Regardless, kudos to EVERYWHERE for making a difference! Let’s see how you fared on the Geek Grade:
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