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Marketing Update

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The Final Live Episode: Marketing Update 10/19/12

  
  
  

Episode #221 - October 19, 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!

Changes to Marketing Update

  • No longer going to be taped live
  • Your feedback helped us make this decision
  • Keep tuning for a new and improved show

Headlines

Bodyform Shows their Flexibility

  • http://www.mirror.co.uk/news/uk-news/bodyform-apologise-to-disgruntled-boyfriend-with-hilarious-1382154
  • Peter Lunn
  • After a man’s hilarious rant at Bodyform’s years of ‘lies’ about a woman’s ‘time of the month’ went viral, the company has responded with their own comedy apology.
  • Richard wrote: “As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous....Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen .....you lied !!"

  • After the Facebook post became an internet hit, Bodyform hit back with a brilliant spoof video apologising for their years of deception.
  • She says: “We lied to you Richard and we want to say 'sorry'. 'Sorry'. What you’ve seen in our advertisements so far isn’t a factual representation of events, you’re right. The flagrant use of visualisation such as skydiving, rollerblading and mountain biking - you forgot horse riding, Richard - are actually metaphors, they’re not real. There’s no such thing as a happy period." 
  • Caroline explains that Bodyform was trying to protect men from the truth about women’s bodies – even rounding off her explanation by breaking wind.
  • Marketing Takeaway: Respond and have a sense of humor!
Facebook Launches Global Pages
  • http://blog.hubspot.com/blog/tabid/6307/bid/33733/Facebook-Launches-Global-Pages-to-Simplify-Brands-International-Facebook-Presence.aspx
  • Facebook announced the launch of Global Pages, a new structure to business pages for global brands aimed to provide a better, localized experience for international brands' prospects and customers. 
  • The new structure consolidates a business' global Facebook presence into one place while still providing a localized experience.
  • Rather than a global brand maintaining one general, broadly targeted Facebook page -- or juggling multiple Facebook Pages set up for each different international market -- that brand can instead maintain and promote one centralized Facebook Page URL. 
  • Visitors to that page will then get routed to the most appropriate version of a page based on their home country, where they will see a localized version of the page, which the administrator can customize to include different cover photos, profile photos, applications, milestones, 'About' information, and news feed stories.
  • Benefits
    • A Centralized Facebook Presence: No matter which version of the page a visitor gets routed to, all visitors will see the same page name (translated into their local language), fan count, and 'People Talking About This' counts.
    • A Single URL: Rather than having to promote a different page URL for each localized page, global brands will be able to promote one single URL in all of their marketing efforts to promote their Facebook presence, since page visitors will be automatically be redirected to the appropriate version of the Page based on their goegraphic information.
    • A Centralized Global Insights Dashboard: Rather than having to check the Facebook Insights for multiple pages, administrators of the main Global Page will be able to check Insights for all page variations in one centralized dashboard.
  • Marketing Takeaway: Streamline your Facebook Global presence and reduce your overhead. 

How Much of Your Traffic is Really Social? 

  • http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/
  • One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever. 
  • There are circumstances, however, when there is no referrer data. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com). 
  • This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser.
  • Real-time web analytics firm, Chartbeat, took visitors who showed up without referrer data and split them into two categories. 
  • On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site. 
  • Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent. 
  • All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites.
  • Marketing Takeaway: Focus on creating sharable content to boost traffic. 

Newsjacking The Election

  • http://blog.hubspot.com/blog/tabid/6307/bid/33707/8-Clever-Ways-Brands-Are-Newsjacking-the-Election-for-Marketing.aspx
  • We've talked before about the power of newsjacking as a great way to leverage the popularity of story/trend/meme to get some news coverage of your own. Breaking news is reported all of the time, but as a marketer, you have a unique opportunity to take advantage of these trending topics and create relevant campaigns that serve your own marketing agenda.
  • Jet Blue - Every election year you always hear Americans threatening to move to Canada or some other country if their preferred candidate isn't elected. Well, JetBlue is taking those threats to heart, promising to fly 1,006 voters out of the country if their desired candidate doesn't win.
  • PBS - After Mitt Romney proclaimed that, as much as he loves Big Bird, he is going to cut funding to PBS if elected, people mostly tweeted their disappointment, which led PBS to purchase a Promoted Tweet on Twitter that was displayed when users searched for "Big Bird." The advertised tweet led readers straight to the PBS website, that spoke about its value in an attempt to educate the audience about everything PBS does and stands for.
  • 7-Eleven - 7-Eleven is hosting its own type of election called the 7-Election, through which customers choose coffee cups that are either blue for President Obama or red for Mitt Romney, with the votes tallied at the check-out counter. Every day, the results are calculated on the 7-Eleven website.
  • Fed Ex - With all of the negative advertisements that get played during political races, FedEx decided to newsjack that negativity by asserting, "Competition may not always be professional, clean, or elegant, but at least your promotional materials can be."
  • Boston Market - decided to launch "limited-time only" menu items alongside an election-themed campaign to promote them. The campaign, called the "Market Bowl Poll," pits chicken (the left wing) against turkey (the right wing). As part of the campaign, Boston Market asks you to vote for the candidate you prefer, after which you're rewarded with a coupon to redeem for money off the new dishes.
  • Pizza Hut - Pizza Hut is offering up a Big Dinner Box as its candidate, asking their customers to show support by signing up on their website.
  • Cabbage Patch Cabbage Patch has created dolls resembling Barack Obama, Joe Biden, Michelle Obama, Mitt Romney, and Paul Ryan. The dolls are scheduled to be auctioned off on eBay from October 30 through November 6, and the proceeds will go to Rock the Vote.
  • Heaven Hills Distillery (covered last week) - To capitalize on the election season at the start of the primaries in January, Heaven Hill Distilleries introduced two types of bourbons: Red State Bourbon and Blue State Bourbon. Along with launch of its left wing and right wing bourbons, the distillery also launched two separate Facebook pages in support of each position. And for every Facebook like they receive, Heaven Hill Distilleries is also donating $1 to the Veterans of Foreign Wars.
  • Marketing Takeaway: Leverage what's happening in the real world in your marketing and try to get a bump. 

Yelp Cracks Down on Review Fraud

  • http://www.marketingpilgrim.com/2012/10/yelp-sets-up-sting-to-id-and-label-businesses-who-manipulate-reviews.html
  • The most recent action taken by Yelp to help ‘clean up’ after those businesses that are trying to game the system comes in the form of a sting operation to catch businesses trying to buy reviews in the act then giving them the Yelp equivalent of a scarlet letter to make that point to Yelpers everywhere.
  • The first eight businesses — including a moving company, two repair shops and a concern that organizes treasure hunts — will find themselves exposed on Thursday.For the next three months, their Yelp profile pages will feature a “consumer alert” that says: “We caught someone red-handed trying to buy reviews for this business.”
  • Yelp went to Craigslist and A Yelp employee posed as an elite reviewer and got the businesses to reveal themselves. The size of the promised payments varied widely, and so did the work required.
  • There will also be a history of the email correspondence that went on between the undercover Yelpers and the businesses that were offering anywhere from $5 to $200 for a review when soliciting reviews.
  • Marketing Takeaway: Be genuine and honest. 

Target Targets Showrooming

  • http://www.usatoday.com/story/money/business/2012/10/16/target-online-price-matching/1636923/
  • Target will match prices with online competitors this holiday season, including Amazon.com, Walmart.com, BestBuy.com, Toysrus.com and Babiesrus.com.
  • Best Buy also announced plans to price match with online competitors during the holidays this year.
  • Combat "showrooming" — when customers browse products in stores but buy them for less online.
  • Target will match online prices between Nov. 1 and Dec. 16. In stores, customers can show the competitor's online price for a specific item on their smartphone, or customer service can look it up to confirm.
  • Target already price-matches for customers who bring in a competitor's ad for a specific product at a lower price within seven days of a purchase. The company will extend that policy Nov. 1 through Dec. 24 and include items on Target.com.
  • Marketing Takeaway: Fight back against your competition. 

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