Wednesday, June 29, 2011

Social Media News - Weekly Roundup

Digital Report

How Movie Marketers Are Innovating On Facebook
  • Movie studios are using Facebook Pages and Apps to engage with fans, transforming Facebook into an extension of the movie-viewing experience
  • Some examples of movie Facebook Pages mentioned inside: Cars 2 uses Facebook to explain its backstory to fans by letting them meet and share each character,  X-Men: First Class has a Q&A section that producer Bryan Singer answers, and Trailer Park’s own Twilight Breaking Dawn Facebook Page allows fans to sign into a guestbook for Edward and Bella’s wedding and spread the word by inviting guests

Facebook To Take Number 1 Spot in Display Ad Market This Year [REPORT]
  • Facebook’s banner ad business to top $2 billion this year, an 80.9% jump over 2010
  • Google’s display ad business will grow 34.4% this year, putting it in third place next to Facebook and Yahoo

Cable Operators Fight Online Competition by Mimicking the Web
  • U.S. cable companies want to incorporate social media components into TV’s to combat online alternative like Netflix and Hulu
  • Comcast, Time Warner, and Cox Communications all plan to tweak interfaces to offer interactive services to retain customers who are spending more and more time on the internet
  • Cable industry lost about 2 million subscribers last year and is continuing to lose customers into the first quarter of 2011

Obama Is Actually Writing His Own Tweets Now
  • Obama will start regularly tweeting from his Twitter account, which his staff has been handling
  • Obama’s personal tweets will be signed with the initials “-BO”

Better Safe Than Sorry Is No Way To Approach Social Media
  • Don’t let over-caution keep you from using social media outlets, embrace the lack of control and use social networking to develop a good relationship with customers
  • Respond to crises immediately with honesty and openness, customers appreciate transparency

Secrets of Social Media Revealed 50 Years Ago
  • Study on word of mouth persuasion in 1966 is as relevant today as it was 50 years ago
  • Four motivations for a person to communicate about brands:
  • Product-involvement -- the experience so pleasurable that it must be shared
  • Self-involvement -- sharing knowledge or opinions is a way to “gain attention, show connoisseurship, feel like a pioneer, have insider information, seek confirmation of a person’s own judgment, or assert superiority”
  • Other-involvement -- people want to reach out and help to express neighborliness and friendship
  • Message-involvement -- the message is so humorous or informative that is deserves sharing

Noteworthy Campaigns:
Romanian Chocolatier Uses Reverse Psychology, Wins 2 Cannes Grand Prix
  • To bolster Romanian national pride during an economic crisis that demoralized citizens, chocolate bar company ROM challenges national ego by changing their packaging from the patriotic Romanian flag to an American flag, a “symbol of superior economic might”
  • As expected, Romanians take offense and rally online to assert their patriotism: ten Facebook Causes were created simultaneously, with 20,000 people joining within 4 days
  • ROM’s youtube and blog activities spike, as well as their number of “likes” on Facebook (+300% in 6 days)
  • After a week of the hoax, ROM returns the packaging to the Romanian flag and becomes the most popular chocolate bar in Romania
  • Case study video of the campaign inside

Coca-Cola Launches Location-Based Summer Promotion
  • Coca-Cola links with SCVNGR to launch a summer promotion that challenges teens to go around malls, concerts and amusement parks to get instant rewards
  • SCVNGR is a social location-based gaming platform for mobile phones that lets organizations build challenges for users; players earn points by going places and doing challenges
  • SCVNGR surpasses 1 million users in February, continuing to score new partnerships with companies such as Subway, Sears, and Swatch

Diesel Makes Facebook Look Like Excel, so You Can Slack Off at Work
  • Diesel creates a download-only app that makes Facebook look like an Excel spreadsheet

Behind the Scenes on 8 Innovative Social Media Campaigns
  • Take a look inside how Edge Shaving Gel, Toy Story 3, Old Spice,, Mattel, Ford, Buffalo Wild Wings, and The Voice use social media to make themselves heard


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