How Much For A Facebook Friend?|vía @cmo_com


While marketers agree on the importance of putting a price tag on social media interactions, they also say the area is wide open to interpretation–and very misunderstood. Heads of marketing from Sears, Kimberly-Clark, Comcast and other brands discuss how they measure social ROI. |

ARTICLE HIGHLIGHTS:

  • Most marketers repeatedly refer to pinning down the real value of Facebook likes, Twitter favorites, and Pinterest pins as the “Holy Grail.”
  • “You don’t understand the true value of a like unless you understand the value of paid media around it.”
  • A click-versus-revenue figure would be a simple answer to the ROI question, but is not necessarily the right answer for top management.

Backtracking Vs. Forecasting
Many marketers analyze effectiveness by looking at before-and-after results of a campaign and then use that to model future efforts. For example, Continuar leyendo «How Much For A Facebook Friend?|vía @cmo_com»

Huggies Ad Removed: Failed Humor at Dads to Blame

Why did Huggies’ ad fail in its attempt to humour dad’s across the country? The popular diaper brand, Huggies hope for a light-hearted teaser campaign that would honor fathers by poking fun and labelling them as fumbling parents, backfired as it suddenly “hit a nerve” among dads. Now the advertisement is being pulled from its Facebook campaign after unleashing an unexpected backlash from the very same customers it was hoping to woo.


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Why did Huggies’ ad fail in its attempt to humour dad’s across the country? The popular diaper brand, Huggies hope for a light-hearted teaser campaign that would honor fathers by poking fun and labelling them as fumbling parents, backfired as it suddenly “hit a nerve” among dads. Now the advertisement is being pulled from its Facebook campaign after unleashing an unexpected backlash from the very same customers it was hoping to woo.


Poor marketing techniques that reflected a stagnant worldview of gender roles and tell-tale disregard for customer demographics seemed at the root of the problem. What should have been a fun series of events where “mom” customers nominated their spouses to participate in the Huggies’ campaign, did not turn out so well for the top brand maker. The dads, housed together, were handed Huggies diapers, and >>>> Continuar leyendo «Huggies Ad Removed: Failed Humor at Dads to Blame»

Ogilvy y JWT crean una “joint venture” especializada en shopper marketing

Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la “joint venture” JWT/Ogilvy Action.

Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.

Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever.


http://www.marketingdirecto.com/actualidad/agencias/ogilvy-y-jwt-crean-una-joint-venture-especializada-en-shopper-marketing/

Las agencias Ogilvy y JWT, ambas pertenecientes al gigante de la publicidad y la comunicación WPP, unen fuerzas en el terreno del marketing de compradores y en el punto de venta. Con este motivo, acaban de crear en Estados Unidos la joint venture JWT/Ogilvy Action.

Ambas agencias operarán de ahora en adelante bajo la denominación de Ogilvy Action y JWT Action. Ésta última se denominaba hasta ahora Malone Advertising, fue fundada en 1943 y desde al año 2005 pertenece a JWT.

Entre los clientes de la nueva compañía fruto de la “joint venture”, figuran empresas tan importantes como Kimberly-Clark, American Express, SC Johnson, Nestlé y Unilever. Continuar leyendo «Ogilvy y JWT crean una “joint venture” especializada en shopper marketing»

Kimberly-Clark enarbola la bandera verde

Según el comunicado a la prensa de K-C, “la bolsa Scott Naturals Smart Flush … al ser colocada en la taza del inodoro, el material en su interior absorbe agua y se expande, reduciendo hasta un litro la cantidad de agua consumida en cada accionar del botón.

La cuarta parte de toda el agua que se consume en una casa corresponde a la que se usa en los inodoros. SmartFlush “ayuda a crear conciencia de la marca Scott, pero lo más importante, es la inminente amenaza de la escasez del recurso”, dijo Daniels en la presentación del producto.

«El baño es el área de la casa donde más agua se usa,» agregó. «Es una oportunidad para salvar el agua de nuestro planeta y nuestro dinero con cada vez que dejamos correr el agua.»


K-C, una de las más grandes compañías en productos personales de papel acaba de sacar un producto que hará más eficiente el uso de papel en los baños.

La campaña re la compañía regala 750,000 bolsas “Scott Naturals Smart Flush”, que se insertan en la cavidad de los inodoros para ahorrar en promedio por familia de cuatro personas — unos 2.000 galones (6.960 libros) de agua por año. Las inserciones estarán adosadas a paquetes especiales de papel higiénico Scott Naturals que ya en octubre estarán a la venta en Walmart, Estados Unidos.
Continuar leyendo «Kimberly-Clark enarbola la bandera verde»

Kimberly-Clark’s Pull-Ups introduces potty-training iPhone app

Just when you thought iPhone app developers had seized every thinkable opportunity out there, along comes this one: Now, you can potty-train your kid using a free mobile app from Kimberly-Clark. The maker of Huggies diapers and Pull-Ups training pants is introducing a new app, iGo Potty, this week that does just well, exactly that. It encourages both parents and kids alike to participate in the potty-training process (and hopefully make it fun along the way) with interactive features like customizable potty reminders, prizes and games and even special calls from «Patty the Potty.» (Yes, the toilet is calling. Make sure you get your toddler to answer it.)


By Elaine Wong

Igo-potty-1

Just when you thought iPhone app developers had seized every thinkable opportunity out there, along comes this one: Now, you can potty-train your kid using a free mobile app from Kimberly-Clark. The maker of Huggies diapers and Pull-Ups training pants is introducing a new app, iGo Potty, this week that does just well, exactly that. It encourages both parents and kids alike to participate in the potty-training process (and hopefully make it fun along the way) with interactive features like customizable potty reminders, prizes and games and even special calls from «Patty the Potty.» (Yes, the toilet is calling. Make sure you get your toddler to answer it.) Continuar leyendo «Kimberly-Clark’s Pull-Ups introduces potty-training iPhone app»

Top Ten Reasons Your Company Is Not Ready For Social Media

Executive Summary:
Of course we are grateful that a key outcome of the rush to Social Media is how it supplanted the incessant buzz on SEO/SEM – two of the least dynamic acronyms in the buzzword compliant world of digital advertising. With that said, this article is not interested in extolling the virtues of social media. There is probably great information within this document from other SoDA agencies already making this point. If you need to be sold on your participation at this point, you are probably much better off waiting for the next big digital trend. The POV here from Colossal Squid Industries is to deliver the bad news that you (and your company) are simply just not ready for social media.


* Posted by Patrick Berry

Here’s the Colossal Squid excerpt from the SoDA 2010 Digital Marketing Outlook (p. 53). I co-wrote it with co-founder Steve Slivka.

We have been approached on more than one occasion by advertisers wanting to jump in with both feet and make a brand commitment to social media. What they oftentimes find is unsettling in discovering the need to learn a bit more about requirements that help brands flourish in this space. This tongue-in-cheek article is written in good fun and dedicated to them. Continuar leyendo «Top Ten Reasons Your Company Is Not Ready For Social Media»

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