Episode #186 - February 3rd, 2012

Intro

• How to interact on Twtter: Include #MktgUp in your tweet!
• On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
• As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
• Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday

Headlines

Patriots vs. Giants Superbowl XLVI (46)

• http://blog.ubervu.com/whos-winning-the-super-bowl-on-social-networks-infographic.html
•  We’ve decided to use a very important event in the entertainment industry – the Super Bowl -  to show how social intelligence can help you take informed decisions and predict risks, based on the online buzz.
• We believe that metrics like sentiment and mentions evolution can clearly show how supportive fans are of a team, who’s the most popular quarterback and who has the most invested advocates.
• Quarterback Support (mentions and retweets) - BRADY
• Team Support (mentions, retweets, sentiment) - TIE
• Pick the Pats, but acknowledge it's close
• What about Mike's superbowl prediction from 2008?
• http://blog.hubspot.com/blog/tabid/6307/bid/3671/Internet-Marketing-Data-Predicts-the-Patriots-will-Win-the-Super-Bowl-over-the-Giants.aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/3755/Humble-Pie.aspx
• Marketing Takeaway: Be careful with data, you can make it say anything if you are not thoughtful.

P&G Fires 1600 Marketing

• http://www.webpronews.com/pg-cuts-1600-jobs-marketing-on-facebook-google-is-more-efficient-2012-01
• the company has announced that they will be giving the axe to 1,600 “nonmanufacturing jobs” (e.g., jobs in marketing) as they turn their marketing eye toward “digital marketing.”
• Robert A. McDonald, P&G Chairman and CEO, said his company finds “that the return on [marketing] investment can be much more efficient” through mediums like Facebook and Google. He continued, “One example is our Old Spice campaign, where we had 1.8 billion free impressions and there are many other examples I can cite from all over the world.”
• McDonald stated that P&G will continue to spend 9-11% of their sales budget on advertising, but the allocation of that money may change considerably now that the company has discovered how wildly successful the right viral ad can be for them.
• http://mashable.com/2010/12/10/pg-social-media/
• Digital media has “become very integrated with how we operate, it’s become part of the way we do marketing,” marketing chief Marc Pritchard told the Associated Press. “It’s kind of the oldest form of marketing — word of mouth — with the newest form of technology.”
• The company is an important advertiser that spends nearly $9 billion per year to advertise its products. The company is finding social media sites such as Twitter, Facebook and YouTube to be more effective channels for reaching women and has spent much of 2010 experimenting with campaigns in these arenas.
• Marketing Takeaway: Embrace inbound marketing for job security. 

Inc 500 Companies are Blogging Less

• http://www.umassd.edu/cmr/studiesandresearch/2011inc500socialmediaupdate/
• http://www.readwriteweb.com/enterprise/2012/01/blogging-declines-across-the-i.php
• A new longitudinal study at the University of Massachusetts at Dartmouth focusing on the online activities of the Inc. 500 has found a huge drop in the number of companies maintaining corporate blogs over the past year.
• Only 37% of those interviewed had a corporate blog last year, down from half of those interviewed in 2010.
• "The use of blogging may have peaked as a primary social media tool in the US business world," she writes. "The new data shows adoption of blogging is declining for the first time since 2007 among the Inc. 500 companies."
• Three-fourths of the companies are using LinkedIn and Facebook and social media tools are seen as important for company goals. 
• Ninety percent of responding executives report that social media tools are important for brand awareness and company reputation. 
• Eighty-eight percent see these tools as important for generating web traffic while 81% find them important for lead generation.
• Marketing Takeaway: Do what works, not what is or is not popular.

Marketing Tip of the Week

• Watch the Superbowl ads, pick your favorite 3 ads, and distill the emotion or feeling that they evoke, and think about how you could evoke the same emotion for your company.