Tag Archives: owned media
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.
February 17, 2011
Cost Plus World Market: A Study in Zen and the Art of Conversation Management
Cost Plus World Market, a retail and online marketplace for international gifts, home accents and foods launched its Facebook presence in November and already boasts more than 258,000 fans.
In an environment where 9 out of 10 companies feel that they are doing a poor job using social media, what has World Market tapped into that others may be missing?
Here’s our analysis.
Posted in Branding, Social Marketing, Social Promotions
Tagged brand engagement, brand experiences, brand value, branding, Cost Plus World Market, customer engagement, customer remarketing, Facebook, Facebook Likers, online shopping, owned media, Social Marketing, Social Promotions, user-generated content
February 4, 2011
Retailers: Are You Sitting On Your Assets?
In our recent review of metrics on social media, we were struck by the huge disparity in fan base and followers between retailers, even within the same category. Some large retailers command hundreds of thousands of fans – even millions – while others, of competitive stature and digital presence, have only a few thousand. Not only that, the rate of fan growth varies greatly as well. Why?
January 7, 2011
From the Mouths of Babes … 11 Predictions for Retail Marketing in 2011
Careening out of the canyon of confusion that was 2010 we come face-to-face with an alien marketing landscape of “owned media,” “geo-location” and “real-time.” What do these strange terms mean? What do they demand of marketers in retail? Are we facing another year of social media-driven craziness?
To calm everybody down, we enlisted a few of the youngest Media Logicians to help us with our predictions for retail marketing in 2011 (see our predictions in plain text below).
- There’ll be no more social media strategies for you, missy
- Anybody with a conversion fetish will be asked to leave
- Big box retailers will make friends with phones
- Media will stop costing money and start making money
- Interactive promotions will escape the Facebook tab
- Goodbye social media cowboy
- AdweekMedia’s 2011 list of “Agencies of the Year” will not include a single traditional advertising agency
- The headlines will read, “Facebook is Dead!”
- We’ll ask paid media to come out and play too
- I’m running away
- Don’t worry, marketing will get fun again
