Archive for January, 2009

MySpace had a chance to buy Facebook. Twice.

Posted by Mario Sgambelluri on January 30th, 2009 at 12:00 am

Silicon Valley Insider reports Mark Zuckerberg himself offered Facebook to MySpace CEO Chris Dewolfe on two occasions. In 2004, the price was $75 million. In 2005, $750 million. This on the tail of recent news that Facebook has double the audience (200 million uniques worldwide) than MySpace (comScore). Not impressed? As of April last year, just eight months ago, the two sites were tied.

Yahoo partners with News Corp on TV show

Posted by Mario Sgambelluri on January 30th, 2009 at 12:00 am

Coming this Fall to a TV near you, the Yahoo Buzz show (based on the website of the same name), reports the NY Times. It seems to have worked for TMZ (which was originally a website before it was a show), right? The Times reports Yahoo is partnering with Twentieth Television (a division of News Corp) to produce the half-hour newsmagazine.

Searching For Your Brand Position

Posted by Adam Broitman on January 30th, 2009 at 12:00 am

Let’s face it; search engines can easily make a commodity of a brand.
Even when a brand team has done a great job of positioning a product in it's category, the points of differentiation and emotional connections built for the brand are dissolved due to factors such as discount retailers, aftermarket resellers and endless parity. Smart search marketing can help with this dilemma; however there is still a gaping chasm between the search education of many brand marketers; and the opportunities available to effectively define your brand through search engines.
The above is the number one result on the SERP (search engine results page) for the term, "whirlpool". If you are a brand manager at Whirlpool, you are probably giving your SEO team a high five for helping secure the number one spot for your brand name (well, it is becoming easier to rank first for your own brand name as the search space matures-the high five may have happened a few years ago).  While it is essential to rank number one for your brand name; it is by no means a win. In fact, the above listing probably does not come close to the actual brands positioning statement outlined by Whirlpool;... Read more

Don't overlook this important facet of your online advertising

Posted by Zephrin Lasker on January 29th, 2009 at 12:00 am

You might have deployed landing pages or direct response ads to capture leads from consumers that are interested in your brand. But now that you have the leads, what’s next?
You have to follow up with your leads to keep them engaged with your brand – and do it quickly.
Auto-responders are a great way to follow-up with your leads in real-time and keep them engaged with your brand. Auto-responders are automated emails that are sent out in real time to consumers that have expressed interest in your offer. You know the email you get when you register at a site – that’s an auto-responder.
But as with all things in life, there’s a right way and a wrong way to design auto-responders.
Here are some simple steps to design effective auto responders:
1. Focus on clarity: Clearly state what the user has signed up for. If possible, specify where they saw your offer. Include a clear call-to-action.
2. Act in a timely manner: Send lead data to your database in real-time so the auto responder can be sent instantly upon receipt. If real-time posting into your database is not possible then include copy that speaks to the delay in... Read more

'The next great Facebook app war'

Posted by Mario Sgambelluri on January 29th, 2009 at 12:00 am

Deep Focus' Ian Schafer has some pretty bold things to say about Facebook Connect at Ad Age this week. To sum it up, Facebook connect is the battleground for "the next great Facebook app war," he said.
Facebook Connect makes it easy for people to add stuff (like restaurant reviews) to their Facebook profiles. Schafer calls this the "holy grail of Facebook marketing success." 
I agree. It's pretty slick. And it should provide a reality check for your online efforts.
Ask yourself, "what does my business allow people to do online that can be connected to a Facebook news feed?" If the answer is, "well, tons of stuff," lucky you. Your digital efforts are probably keeping up with the times, and your competitors are probably sweating. If the answer is, "I'm not really sure." Your job is going to be a lot harder, and your competitors may be a solid fixture in social networks before you have an angle to play.