Category Archives: Zeitgeist & Coffee
November 28, 2011
Managing Online Communities – a How-To with the Conversation Manager
Our recent MarketingProfs article entitled, “Marketing Destination: Online Community – How to Survive and Thrive” co-authored by Media Logic EVP/ECD Ronald Ladoucer and conversation manager, Melissa Fiorenza, explored what it takes to develop and maintain a vibrant online community.
In this follow-up discussion, the authors discuss why professional management is critical to a vibrant online community and how conversation managers utilize a unique set of marketing skills and tools to keep their client communities active and engaged.
July 26, 2011
What is a Conversation Manager, Anyway?
Let’s clear up one thing: Yes, “Conversation Manager” is a real title at Media Logic! In fact, Conversation Managers supported by Zeitgeist & Coffee, our collaborative platform for real-time marketing, are exactly what makes it possible for us to deliver our modern social marketing services: Influencer Marketing, Managed Community Marketing and Social Promotions & Social Stream Marketing.
April 13, 2011
Too Much Listening: Where is the Collaboration?
You can glean a lot of valuable data from mechanically analyzing the social stream. You can listen in, engage and counterpunch with a comment or a tweet. If you’re aggressive and swift, you may even shift sentiment a degree or two.
However, monitoring has so little value as anything but a starting point for a reactive marketing strategy, we have to ask why tools that do it seem to be the only ones that exist. Why is monitoring and reflexively reacting the priority?
March 15, 2011
Even When People are to Blame, the Brand is Responsible
Preventing mistakes like the infamous Chrysler F-bomb
When an individual representing Chrysler tweeted a derogatory remark about Detroit, a city Chrysler is invested in promoting, there was someone to fire, and there was an agency to let go.
Still, at the end of the day, the public holds the brand itself responsible for its social media streams. Chrysler will take the brunt of the impact.
As a result of the controversy, social media marketing takes a bit of a beating, as well.
March 15, 2011
What is Zeitgeist & Coffee?
As recently as just two years ago we were all okay being marketed to. Passively. And in nothing like real-time.
No longer.
Technological changes, specifically in mobile devices and social media, have driven a rapid evolution of our marketing culture. Today, in addition to up-to-the-second information, consumers expect sincere two-way communication between themselves and the businesses and organizations with which they would like to have relationships. Owned media – websites, social sites, stores, etc. – must now take the strategic point, ahead of traditional advertising and public relations, in branding and promotions.
It’s all very exciting. But the time and resource demands of real-time engagement through owned media is stressing – and often breaking – established marketing budgets, protocols … and relationships.
To meet the challenges and take advantage of the incredible communication opportunities now available, Media Logic created Zeitgeist & Coffee, a real-time marketing collaboration and management platform.
January 27, 2011
Driving Awareness: Cause-Related Community Building for Cornell Cooperative Extension
How do you combine a 100-year celebration with efforts to drive awareness and create community? As part of our work with Cornell Cooperative Extension, Media Logic developed a social marketing program to achieve just these goals.
October 29, 2010
Maximizing Social Media’s Power to Reach and Teach
B2C brands are discovering the remarkable reach of social promotions.
Pepsi has reported that every entry in its Refresh Project generates, on average, 5,000 votes. That means the 5,000 projects Pepsi had approved and posted to its Refresh site by June 2010 generated 25 million direct engagements. And those 25 million represent only the tip of the iceberg relative to the total media reach generated by the 5,000 posters who promoted their causes through their own social networks.
Social promotions, defined here as any intentional social engagement – queries, polls, contests and other structured invitations to interact with a brand – seed the social landscape, trigger interaction and inspire sharing. Their success is changing how brands look at social media – reducing fears and opening minds.
Posted in Social Marketing, Social Promotions, Zeitgeist & Coffee
Tagged Alterian SM2, audience, data gathering, dynamic content management environment, Facebook, marketing agencies, product development, social engagement, social media integration, social media monitoring, social media reach, social media ROI, social networks, Social Promotions, The Pepsi Refresh Project, two-way conversations, Zeitgeist & Coffee
September 8, 2010
Tardy for the Party: Medical Marketing and Social Media
Is it HIPAA-noia? A fear of lack of control? Whatever the reason, most medical marketers have been late to the social media party. All that, however, seems to changing according to a recent article on Portfolio.com: “This is new territory for medical marketing. Ten years ago, it was innovative if hospitals had websites. Now, medical institutions area tweeting, creating Facebook pages, making videos for YouTube and posting photos on Flickr.”
While we cheer this growing acknowledgement of social media as a marketing tool, we wonder about the effectiveness of most hospitals’ efforts as they “dip their toes into the water.” Are they building engagement? Are they forming communities? Are they advancing their brand and differentiating?
June 10, 2010
Social for Medical: Three Key Factors for Social Marketing of Medical Practices
Media Logic is working with Atlantic Medical Imaging (a multi-site radiology/imaging practice based in New Jersey) to establish thought leadership, create engagement and preference among patients (and prospective patients) and referring physicians, and ultimately drive utilization. At the center of the strategic social marketing effort is a blog featuring information on the benefits of low dose radiology, a key differentiator for the practice. We also use Facebook and Twitter to create a fan base, encourage interaction and drive traffic to the blog.
Even though the effort has just recently launched, we have used “best practice” techniques we have learned through our work with highly regulated industries such as banking and insurance to build-in security while optimizing engagement. Here are three key elements we believe are important in using social media for medical practices.
Posted in How to Go Social, Social Marketing, Zeitgeist & Coffee
Tagged Atlantic Medical Imaging, best practices, engagement, highly-regulated industries, Media Logic, medical practices, risk management, social media as a marketing tool, strategic social marketing, thought leadership, Zeitgeist & Coffee
May 5, 2010
Making Social Media Work Out for Older Adults
Here at Media Logic, we’ve been busy working out social media for older adults…
In our recent work with Healthways SilverSneakers Fitness Program, we’ve discovered that older adults are readily embracing social media – to share health, fitness and life goals –by increasing engagement among a mature audience by twenty-fold in just a few months.
Posted in How to Go Social, Social Marketing, Zeitgeist & Coffee
Tagged brand communities, collaborative marketing, engagement, engaging mature adults, Facebook, health and wellness, Healthways, loyalty, matures, membership-based organizations, older adult communities, older adults, Silver Sneakers, social marketing, social marketing solution, social media, social media as a marketing tool, social media management suite, strategic social marketing, Zeitgeist & Coffee
