By adaptive - September 5th, 2012
Hi all, Hope everyone is well? Plenty of activity across the social web this week… Grolsch re-established brand credentials [T]he beer industry has gone through a transformation over the ...
Hope everyone is well?
Plenty of activity across the social web this week…
Grolsch re-established brand credentials
The beer industry has gone through a transformation over the last few years with consumers now spoilt for choice in the premium beer sector. To gain market share and reiterate their brand values, Grolsch looked to create a new persona for its beers. The result is their ‘big on the inside’ campaign that places video at the heart of its engagement. Dutch legends never speak in the ads, which are across multiple platforms. The mobile platform was particularly effective with over 2,000 unique visits each day.
Tweet your ads
Interest targeting is the latest weapon in the marketing armoury that could deliver real-world conversions. Often, ads suffer from time lag with what can be substantial amounts of time elapsing before any real ROI is seen. With real-time interest graphing it is now possible to accelerate the conversion process by reaching out to interested consumers instantly. Targeting topical interests should allow brands to connect with potential customers, as they should already have an interest in the goods or services on offer. Twitter offers this level of granular insight. Read about how Cadbury use interest targeting in their campaigns.
Posting to Facebook is risk!
Every brand knows that social media can be a double-edged sword. Lucrative connections can be made with consumers, but they can also have the power to criticise a brand with dire consequences. A report from eMarketer shows that brands see Facebook posting as the most risky to their businesses. Facebook has massive reach, but posts can be edited or deleted unlike tweets, which one commentator described as: “a wildfire waiting to consume a forest”. Brands that have become that ‘forest’ know the wrath that a tweet can bring.
The report also notes: “In the spring of 2012, Deloitte and Forbes Insights found that US executives considered social media one of the top five sources of risk to their companies over the next three years. In the survey, 27% of US executives from businesses engaged in consumer and industrial products, life sciences, health care, and technology, media and telecommunications said social media was a risk. Only the global economic environment (41%), government spending and budgets (32%) and regulatory changes (30%)—perennial concerns for all businesses, especially during a difficult economic recovery; were ranked as even risker.”
Brands clearly need to take care when managing the content that finds its way onto their social networks. An off-the-cuff tweet could easily become that wildfire.
A new infographic from Überflip reveals how content curation is a new marketing technique. With brands creating masses of content, curating this data to a targeted audience is the key to higher conversion rates. “There’s much more to content curation for marketers than simply aggregating and amassing content. Marketers can add value by analyzing and re-purposing each piece of information,” says Neil Bhapkar, Director of Marketing at Überflip. “Content curation can enable marketers to re-channel relevant content to spark engagement and awareness with customers and prospects.”
All marketers should read the blog post over on the Simply Zesty site, as it gives a great insight into how some of the leading brands are effectively using Twitter. Highlights include Dell that have a number of highly targeted and highly lucrative sub-accounts including @DellOutlet. Zappos shows how to humanise a brand, with Sharpie illustrating how humour and personality can be used (with care) very effectively.
Until next time….
The Useful Social Media team.