Tagged 'social media applications'

Hey Brands: Are You a Welcomed Guest or Party Crasher?

Posted by Michael Lazerow on February 18th, 2009 at 12:00 am

Advertising and social media industry pundits have written much about what advertising works best within social media sites. But market research firm InsightExpress decided to turn off the inside-the-beltway chatter and go directly to actual users and ask them which ads they liked the best.
As it turns out, the most welcomed ads are those in which they can opt-in to the experience. The least successful? Behaviorally targeted and random display ads.
40 percent of the 1593 users surveyed said they supported the use of "opt-in" advertising advertising in which the user was given a choice whether to engage or not. Only 20 percent condoned behavior-based campaigns.
Drew Lipner of the Digital Media Measurement team at InsightExpress noted, "Recognizing the rapid growth of social networks and social networking audiences, advertisers have focused on creative engagement and how to apply their brands within a new environment."This data received very little press. But it highlights one of the fundamental challenges and most exciting opportunities in marketing to the 500 million consumers who spend billions and billions of minutes each month on social networks.
Specifically, social media advertising is the new AOL Chat. Brands aren't necessarily welcomed as friends chat, message each other, share pictures and videos, poke each other, post on each others' walls... 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.

Report condemns social media advertising as 'stillborn'

Posted by Mario Sgambelluri on January 7th, 2009 at 12:00 am

Technology research firm IDC published a report recently that paints a grim picture for the future ads in the social media space, reports the NY Times.
Exhibit A: Just three percent of internet users are okay with letting publishers use their friends for advertising. 
Exhibit B: “Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory,” read the report.
The Times concludes advertisers must "spend ungodly sums" to create "genuinely entertaining" ads in social networks.
Sure, social media is a challenge for advertisers. But it's a necessary challenge. One forcing them to bring solid value in exchange for time spent. And it doesn't have to be "ungodly" expensive, does it? Sounds like old, mass-media thinking to me. My guess is we just need a couple of clever, low-cost big ideas from advertisers to jumpstart this space.

Branded Applications: Holy Grail or Graveyard?

Posted by Michael Lazerow on December 8th, 2008 at 12:00 am

In today's Adweek, Brian Morrissey takes a look at branded social applications. He concludes that "Facebook apps from brands like Coca-Cola, Champion, Ford and Microsoft are as popular as desolate Second Life islands."
This story comes just a week after Bob Garfield wrote on the front page of Advertising Age that the app "may not be the holy grail, but it's arguably pretty damn grail-ish -- maybe the highest expression so far of online marketing in the Post-Advertising Age."
Are you confused yet? Don't worry. There's plenty of data to support both sides. When done right, branded apps are one of the more effective ways to market in the social networks. When done wrong, they fail miserably.
When I spoke to Brian about his story, it was clear to me that he was dead set on writing a piece on why apps were the newest brand graveyard. Frankly, I don't blame him. He has plenty of examples of apps gone wild. And plenty of others share his view. Soon after the first branded applications launched on Facebook, interactive agency Organic asked "Are Facebook Apps the New Brand Wasteland?"  And it's no surprise that two companies that don't offer branded app... Read more

Why a Downturn Will Not Mean Doom for New Forms of Advertising

Posted by Michael Lazerow on October 14th, 2008 at 12:00 am

Recently, someone mentioned to me that given the current financial crisis, money spent on branded social media applications and other, less-traditional forms of advertising could fall dramatically, since "no one gets fired for spending money on print, radio and other traditional advertising."
My response? He might be right. Maybe no one will get fired for just spending money on traditional advertising during an economic downturn. But maybe they should be fired for doing so, since they are turning their backs the kind of advertising that is increasingly driving results today.
The media environment has changed, and there is no turning back. People are spending less time with print, radio, broadcast TV and other traditional media. Instead, they are increasingly turning to and spending time with the kinds of media where non-traditional advertising is taking place – mobile media, Internet television and, especially, social media.
And it's not merely a question of how much time is spent with this media – it is also a question of whether time spent with this media will help a company build a new, stronger form of brand loyalty -- social brand loyalty. Consumers are smarter, more cynical, and do not just want to... Read more