Monthly Archives: November 2012

Connected TVs – the natural home for branded content

In today’s highly connected society, successful brands need to stand out from the crowd. More and more, brands are looking for opportunities to create meaningful consumer connections and are using branded content to increase engagement, reach new audiences and convert immersive brand experiences into ROI.

Combining advertising and entertainment, interactive ads and branded content have been developed and implemented by a range of leading brands – take Saturday’s Shazam-enabled Argos advert during X Factor, or Mercedes’ interactive twitter ad that allowed consumers to direct content they saw on the screen. Everyone from M&S to Chipotle is looking to leverage this new method of addressing consumers in some form – incidentally, the latter recently won the first ever branded content Grand Prix Award at the Cannes Lions Festival.  Read More »

How a New York Times reporter got a social media minder

How The New York Times Jerusalem bureau, Jodi Rudoren, was given a social media minderThe Washington Post reports on the curious case of The New York Times reporter, Jodi Rudoren, who has been given her own social media minder who will be looking at every Tweet and Facebook status update that she writes to check and edit them before sending.

We all know that social media can be tricky and that its instantaneous nature can cause huge issues for us all, which is a problem considering how essential Twitter has become to most working journalists today. There have been cases of journalists Tweeting in haste and suffering Twitter storms at length. It has in the worst cases proved the undoing of some journalists. Read More »

More than 1,000 jobs gone at Living Social and Groupon

Business Insider reports on the shaky world of daily deals websites as LivingSocial announces it is cutting  400 staff. That represents almost 9% of its total workforce. The cuts at LivingSocial follow Groupon eliminating around 650 positions this year.

That’s more than 1,000 jobs gone in a sector that once boomed, but has since struggled with Groupon’s shared price plummeting in the summer leading to some asking the question if the shine has worn off daily deals websites?

Since August when Groupon’s shares hit a life-time low of $6.05 they have continued to fall and are now valued at $4.54.  That is an 80% fall from their 52 week high of $25.84. Read More »

Social business, what works and what doesn’t

IBM: Corporations are increasingly working social into businessCompanies want to use social approaches to create meaningful business value, yet nearly three-quarters of survey respondents said they were underprepared for the required cultural changes, according to IBM’s latest study.

Despite the long journey ahead, corporations are keen as they recognise that top-line growth for successful social business users can improve between 3 and 11%, while productivity can be increased by between 2 and 12%, according to a study by the McKinsey Global Institute.

As a result, many have taken steps toward implementing social practices, with 46 % of companies surveyed having made investments in social business in 2012, while 62 % indicated they were going to increase their expenditures in the next three years. This potential for growth has agencies, consultancies and large tech firms like IBM and Salesforce jockeying for a piece of the business. Read More »

Leveson Report – what are the implications for social media?

Lord Leveson delivers his findingsI write with half an eye on Lord Justice Leveson’s hefty report the other half on the Twittersphere’s reaction. A few points come to mind. Social media reaction before-and-after is, predictably, mixed; freedom of speech is held sacred by bloggers and this libertarianism may filter through on social media more widely.

The media prepared for the report in different ways. Apparently the FT have urged staff not to tweet about the report at all but to take a more considered view – are they making a special effort to behave themselves? Meanwhile Channel 4 wryly pointed out that we might be missing stories elsewhere: Read More »

Twitter has phenomenal relationship with TV and would be ‘poorer’ without it

Bruce Daisley: sales director at Twitter UKSixty per cent of Twitter’s UK users use it while watching TV and Twitter would be “poorer” without TV, according to Bruce Daisley, its sales director. Speaking at Twitter’s Tune in with Twitter  event in London today, Daisley claimed the social network has a “phenomenal” relationship with TV, stressing that Twitter is “a layer” that exists alongside TV, rather than a competitor to it.

Daisley said: “Twitter and TV have become extraordinary partners over the past twelve months – Twitter loves TV and TV loves Twitter.” Read More »

US Election: How video galvanised lethargic TV viewers

Since the dawn of television, advertising has been a mainstay of American presidential elections. From the first political attack ad, Lyndon Johnson’s infamous ‘Daisy’ spot, to the George  W Bush campaign’s John Kerry windsurfing parody, the advertising has become more and more important. With spending reaching record levels, this election was no different. But behind the scenes there has been a revolution in how both side’s ads were targeted and delivered.

Every presidential election can point to big breakthroughs in marketing tactics that are often ahead of their time, but this election was unique in the way it embraced real-time media buying in both the display market, but more significantly video advertising. Read More »

Why digital marketing strategies fail…

Firstly, let’s be clear, a lot of digital strategies ARE failing. I have had the feeling this was the case for a good couple of years now – that beneath the hype that ‘new media’ constantly generates a lot of digital initiatives simply weren’t working.

Then, in December of last year, TNS released its ‘Digital Life’ report suggesting that “misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads.” At last, a major study honest enough to comment on something more than social behaviours and the rise of mobile. Read More »

Bell Pottinger launches digital content agency with editorial focus

James Henderson, CEO of Bell Pottinger Private on launch of Bell Pottinger Wired.If you wanted more proof that the conversation in 2013 will be more about content and less about social then this it.  PR group Bell Pottinger Private, formerly part of Chime Communications, has launched a a specialist digital content agency called Bell Pottinger Wired.

Expect to see much more of this in the coming year as brands focus on developing their content strategies and agencies respond. Bell Pottinger Wired pulls together separate content and digital teams from within the group to focus on delivering digital content-led campaigns both for the group’s existing and new clients. Read More »

A Twitter infographic: Learn to Tweet smarter, not harder [infographic]

If there was ever an infographic that could be stuck on the wall (of this Wall) in the office this is it. It is a reminder than when it comes to Twitter what matters most is how you use it rather than the fact that you use it all. Twitter has proved a let down for many brands. Not because it is a poor platform, it isn’t. But because it is not being used well. So take a minute and look over the tips here and remember three key tenets for using the microblogging platform: engage, provide value and be fresh. It is short, but some of what it talks about is invaluable to any brand using Twitter.

Read More »