Archive for the ‘Social media’ Category

Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast fraukecast@justmedia.com or Dick directly dick@justmedia.com for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Augmented Reality – We Are in for a Treat!

This is year 8 for me and Thanksgiving in the United States. Macy’s parade is as much of a staples to me as A Charlie Brown Thanksgiving, Turkey and stomach pain at the end of the day. This year, Macy’s is taking the parade to a whole new level again (I was already impressed by last year’s app) by tying in parade attendees with people in front of the TV  – augmented reality and all. We are in for a treat!

See article here:

http://www.mobilecommercedaily.com/macy%E2%80%99s-marries-television-and-mobile-via-app-efforts

Frauke Cast, Senior Director, Analytics, Technology and Insights
Just Media, Inc.

Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

http://www.chainstoreage.com/article/navigating-social-media-world

To contact Dick: ceo@justmedia.com

Clash of the social titans!

Just Media, Inc’s CEO, Dick Reed, offers thoughts on the battle being joined by LinkedIn and Twitter:

This afternoon I received the following announcement from LinkedIn:

LinkedIn and Twitter have worked together since 2009 to enable you to share your professional conversations on both platforms. Twitter recently evolved its strategy and this will result in a change to the way Tweets appear in third-party applications. Starting today Tweets will no longer be displayed on LinkedIn.

Such a simple statement and yet with potentially quite significant ramifications. What it really shows is the unwrapping of existing social media networks as each business struggles to control it’s users, it’s influence and at the heart, it’s revenue stream.

While the impact of such an announcement is hard to quantify – Linkedin had suggestions in it’s communication how users should continue to work through it’s product to get tweets out – the underlying trend here is the real story.

Social media is not one happy sandpit. It’s a complex and churning ecosystem of competing solutions each trying to slice out a share of our increasingly limited time. It’s an eco system of increasingly unsocial companies.

The gloves are off – let battle commence.

Dick Reed, CEO
Just Media, Inc.
e: ceo@justmedia.com

Is Facebook really a strong ad platform?

This week I was interviewed by Martin Giles of the Economist for his excellent article about the Facebook IPO.

This subject is by no means small beans for online marketers because the reality is that Facebook is indeed one of the most powerful platforms for consumer marketing that exists today. Why do I think this?

Well, firstly a Facebook page is uniquely an environment where the content has been written specifically by, or for, the individual user who owns that page. It’s highly personal and therefore some of the most powerfully engaging content a user will experience on the web. Placing an advertising message in such highly prized content almost guarantees it gets noticed (provided it’s made relevant, which is sadly still a problem advertisers have not solved in most cases on Facebook)

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Social media in tech – where are we now…??

There continues to be lots of debate about social media and the role it should take within the marketing mix. It’s something I have spent many hours agonizing over, not least because I continue to wrestle with the role our agency should be playing in this space. At this time I’m still convinced this is primarily a client side component to the marketing mix and that the focus in tech marketing departments should be focused internally on resources before reaching out to the all too willing grabbing hands of the agency world!

Several recent conversations certainly seem to be confirming that this is the key direction in which clients need to be moving. These come from very respectable sources and combine to confirm where we are right now – aligned with thinking within some of the biggest brands:

Firstly at the recent panel discussion at the IDG Tech Marketing Dinner in SF (where I was thrilled to invited to join Pat McGoverns top table!) Rich Vancil of IDC declared that social media is not yet a fully fledged function of marketing – link here for more details of his excellent opinions. Thinking this was a controversial statement to kick things off I was pleasantly amazed to see the entire panel agree. Of particular interest were the panelists from Cisco, and Avaya, Paul Dunay - both clearly experts in the space and advocates for internalized solutions.

Secondly through a conversation at EMC World with John Conway, who manages the EMC social website strategy, I was delighted to hear him also say that the key issue with corporations is the need for them to be able trust the employees to actively represent the company. This is so true. Clearly advice must be given to employees about appropriate activity – particularly in such a very public environment – but at the end of the day we all have to trust our employees to positively and truthfully talk about the company they work for.

Finally this story  that appeared in Advertising Age which not only brought a smile to my face but I think offers a little insight into how this is handled by many of my competitors right now….

For more good information from peers I recommend the following link at B2B magazine where you can find some video content from a variety of vendor CMO’s.

Back with blog and whitepaper

Hello to all – it’s been almost six months since the last blog and much has happened – new site, whitepaper content, huge changes within the company and across our industry as a whole.

First up I hope you like the new site and the whitepapers. Please let me know by leaving comments here.

I’ll now start to try and blog more regularly and hope that the spammers don’t drown out the good content (when did spam start getting posted in blog content?) That’s an interesting development in social media I’ll comment about later for sure…

So welcome to blog and please do send me an email if you want to be kept informed on any new whitepapers we have.

Warmest regards Dick

B2B research – brand verses demand gen

I was extremely interested to see some coverage of a research piece between Ziff Davis Enterprise, Forbes and B2B agency Stein Rogan and Partners. The article link on B2B magazine can be found here.

Firstly the findings that a majority of B2B marketers (64%) are giving equal weight to branding and demand gen is reassuring. Over the last 2 years we have found the tech market has shifted heavily towards lead generation, many times at the expense of more identifiable branding initiatives. This is also compounded by a shift to more digitally based, response focused media, often as we know at the expense of traditional media formats like print.

Now don’t get me wrong – it’s my personal opinion that lead gen and branding are entirely compatible, indeed the assets used to generate leads are often the “deliverable proof” of some higher brand promise (proving a technology leadership position, innovation in the field, improved servicing of a market segment, better customer service, etc).

However there’s a mind set question here. In many companies lead or demand gen is operated separately from corporate or brand communications. For marketers to realize the joint goals they set forth in the research, it’s going to be critical to see more integration of these two components.

As a second side note the views on mix of media used for branding is fascinating. OOH at 72% and social media at 69% ahead of broadcast and print 68% and 64% respectively bodes well for the OOH industry but really throws up another key point.

Social media is, by it’s nature unpredictable. My opinions here could in theory attract negative views from the market and may impact on my company brand. With social being a much more dynamic environment and less controllable, are marketers taking a huge risk by giving it such a huge role in brand development? It absolutely has a role to play. Giving it the right weight in the mix is where the questions lies.

These are interesting and highly dynamic times. B2B marketing departments and service companies as well as publishers are indeed set for exciting changes. The real winners will be those that get the media mix right and successfully integrate all the components. That change will need to start internally, with bigger broader campaign initiatives, real vision and use of appropriate metrics.

LinkedIn grows up.

Had a great meeting with the folks from LinkedIn today and for the first time I’m actually excited by the prospect of discussing social media with a client with some actual real solutions that are both realistic to execute upon but leverage the social aspect of the network.

For those not familiar, LinkedIn ,unlike the consumer social networks Facebook and MySpace, is a white collar, B2B social network which allows people to establish contacts and a network with business associates. The key aspect is that users almost entirely avoid out of work contacts (family and friends) and therefor the usage is almost entirely devoted to ones business life with profiles devoid of pictures of kids, partners and strange animals. How refreshing!

From the advertisers perspective this audience is a goldmine. The information is constantly updated by the individuals in question and targeting is possible by all manner of demographics – job, company, industry, etc. The problem has always been how to use this appropriately.

Like most agencies our early clumsy attempts of using traditional ads produced results comparable to running ads on content sites – proving context and general functional targeting are about even in efficiency. However now LinkedIn is providing solutions that really enable to advertiser to get up close and personal and frankly I can’t wait to start playing with this.

New items include polls, question and answer programs and highly targeted personalized edm. New group capabilities will be added soon and the site also announced plans to open itself to some very carefully vetted apps (hopefully applying lessons learnt by Facebook).

Finally we may see B2B social networking growing into a youthful child – still innocent and unspoilt but open to fresh ideas and inspiring those around it. Lets hope it remains this way for a while before old advertising hacks like me turn it into a troubled teenage – all frustration, anger and bitterness.