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Time for brands to start building a complementary social marketing strategy

November 14, 2014 Leave a comment
A few days ago I came across Nate Elliott’s blog post regarding a dramatic decline seen in organic reach of large brands’ Facebook posts over the past year – which is now set to dip even further! Check Nate’s article: Facebook has finally killed organic reach. What should marketers do next? 

 

I could not agree more with the solution Nate is offering. It is time for brands to start building a complementary social marketing strategy. Marketers should stop making Facebook the centre of their social relationship marketing efforts and, instead, concentrate on building social hubs, aka ‘branded communities’, on their own sites as a more efficient method for deepening consumer relationships, encouraging brand advocacy and community ideation.

 

By embedding social media capabilities into their own branded sites, brands will:
  1. Gain actionable intelligence which will serve as the foundation of marketing, targeted advertising, and product development efforts.
  2. Build brand cohesion through messaging, design, and experience.

Some brands like Sephora and Cisco are already seeing success with their own efforts.

However, in my opinion, marketers can still benefit from using social platforms like Facebook for awareness building, new customer acquisition, and viral impact.

 

The Second Screen Extends Brand Experience Beyond :30 TV Spot

January 31, 2013 Leave a comment

This is my guest blog post on Branding Business with RiechesBaird

Today, as our lifestyle is becoming increasingly digitalised and our content consumption behaviour continues to change, the very nature of advertising is transforming as well. Traditional one-to-many advertising model lost its effectiveness, and mobile and social now represent the next frontier in advertising.

According to Kevin Clancy, advertising industry expert, the average ROI of TV advertising campaigns is between 1 per cent and 4 per cent. On the contrary, the ROI from targeted mobile advertising campaigns is as high as 300-400 per cent.

Therefore, it is no wonder that the mobile is becoming an interactive part of regular TV experience.

A recent study shows that approximately 80% of those who own a smartphone are having a “second screen experience” – a phrase which means that you are on your mobile or tablet while watching TV.

Can you imagine a TV show or advertising with an extra dimension added to it by the second screen?

Read more on Branding Business with RiechesBaird

L’Oréal’s brand Dermablend hire “anti-model” to create a perfect viral

December 1, 2011 1 comment

The L’Oréal small brand Dermablend hired the most tattooed man in the world Rick Genest aka Zombie Boy, to create a perfect low-budget viral video campaign.

L’Oréal, known as big spender in traditional media, recently moved money into content creation in digital media such as Zombie Boy’s ‘Go Behind The Cover’ video.

Through the course of the video the brand shows how well its makeup can cover pretty much anything by graphically demonstrating the brand’s attributes. The transformation is a

bsolutely amazing.

When we deconstruct this viral video we see that it has all key elements of  Dr. Coker’s branded viral movie predictor (BVMP) algorithm to go viral

The algorithm’s four key elements are congruency, emotive strength, network-involvement ratio and paired meme synergy.

  1. Congruency: The theme of a video must be congruent with people’s pre-existing knowledge of the brand it is advertising. My association with Dermablend brand, a product that can cover skin imperfections, has been consistent with the film theme and as result I am likely to form high opinion of the film.
  2. Emotive strength: Disgust, Fear, Sentiment and Involvements, Humour and Happiness. It has been disturbing yet incredible when I realised at the end of the film that Rick was a head-to-toe skeleton tatto.
  3. Network-involvement ratio: Video must be relevant to a large network of people and the larger the better. Cosmetic brands have got a large network.
  4. Paired meme synergy: Dr Coker defined 16 memes(cutsie wootsie, impromptu, disruption destruction, performance, anticipation, simulation trigger, skill bill, vigilante justice, eyes surprise, baby love, nostalgic bubblegum, voyeur, rose glasses and comedy side split) and discovered that a video will only go viral if it has the right combinations of these concepts. In this video producers used the right combination of unexpectedness and voyeur.

The video is part of a larger overall campaign the company is running called Go Beyond The Cover, which relates to the essence of branding – honesty.

“It shows even a small brand can have a program that have some great ideas that bring to life what the brand is all about” said Marc Speichert L’Oreal USA Chief Marketing Officer.

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