What Might A Social Media Planner Want From A Brand Ambassador | social.ogilvy.com


 

This post first appeared on Leo Ryan’s blog “Burning Head.” 

In the previous post I looked at what sorts of things a social planner might want to ask for when negotiating an event sponsorship. In this post I’ll explore what we might want to agree with a Brand Ambassador. Thanks to @Amymabin and @Vic_newlands for their significant input into to this.

As with the last post, this is not an exhaustive list of what can be done with an ambassador, but rather a check list of the kinds of permissions, rights and access that you might want to request when negotiating the partnership so that we can make the most of the relationship in social media.

Leaving aside all of the difficulties that sponsoring individuals can involve let’s just assume the ambassador is a great brand fit and is largely drugs free. Given this positive connection we’ll probably be trying to create social media occasions to amplify that and broadly this amplification will fall into categories of either paid social media, owned or earned media (although as I wrote this post those categories continued to undermine each other, merge and generally not be as helpful as I’d have liked).

Earned Social Media and what we might want from a brand ambassador
Often it is the case that a brand has developed a relationship with an ambassador not just for their image, but also for their own personal social media audience and reputation. If that’s the case we need to make sure that everyone; the brand, the ambassador, the brand’s followers and importantly the ambassador’s followers are all going to be comfortable with the association and see the benefits of it. Especially the followers.

If we are appointing an ambassador for the size of their audience we also need to be realistic about what that is. On twitter, not all followers are equal. In fact lots might just be porn-bots. There are some incredible audience figures out there; Lady Gaga has more than 33 million followers, Wayne Rooney more than five and a half million and David Cameron’s official Prime Minster’s handle has 2.2 million. Howeveran analysis of their top 100,000 followers by a UK company reveals that only a small percentage of their followers are ‘real’ people: Lady Gaga has only 29% “good” followers, Wayne Rooney 30% and David Cameron 37%. So you might want to do some authentication before paying an ambassador for their audience.

And while we’re on the subject of Wayne Rooney…this time last year Wayne Rooney and Jack Wilshire both tweeted #makeitcount and a link to the Nike campaign website which resulted in their sponsor Nike being censured by the ASA and the footballers being required to delete the tweets. Subsequently the ASA posted this article with the advice that the footballers should have used the hostage #ad or #spon in their tweets.

So with those two caveats in place we might want an ambassador to tweet hashtags related to campaigns and links to campaign sites. Similarly we might want them to share brand assets with their audience in other media specific channels; images up on Picassa, videos on YouTube and so on. Assuming a good fit bewteen the brand’s target audience and the ambassador’s followers, this can be really useful; if these assets are going to be of real value or interest to the ambassador’s audience they may then then re-share them with their networks with all of the added value and credibility that come from a friend’s recommendation. But make sure they are of real value. No quicker way to turn off a social audience than to spam them with unwanted commercial messages, and your ambassador certainly won’t thank you for pissing off their hard earned followers.

To leverage the ambassador’s existing social profile on the brand’s properties you’ll want permission to link to all of their public social profiles, permission to tag them in posts and permission to share their posts when appropriate.

Owned / Paid Social Media and what we might want from a brand ambassador
Recent media options like promoted posts and promoted tweets have made the whole owned / paid distinction a little murky. We can post to our owned Facebook Page audience (which will reach approx 16% of them) and then pay to have that post promoted to reach a larger audience. Of our own existing facebook audience. Which feels a bit like owned media…Promoted tweets are similar except that we can pay for our tweets to go to a new audience who don’t currently follow us, which feels a lot more like paid media, except that it’s also going to our owned audience…sigh. Oh for the days of a 30 second TVC.

Regardless, as a brand we may want to include the ambassador in our owned and paid social media. This could include using their image or quotes in adverts on Facebook or YouTube, but it might also include some of the newer paid media formats; promoted posts posts and promoted tweets. Which begs the question of whose tweets and posts are being promoted; the brand’s or the ambassador’s? If it’s the Brand’s it’s a little more straight forward; clearly there’s a commercial relationship. But if the brand is paying to promote the tweets or posts of the ambassador, we need to be completely transparent and make sure that we clearly signal this as per the Nike example above. Leer más “What Might A Social Media Planner Want From A Brand Ambassador | social.ogilvy.com”

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Anonymous no apoyará a WikiLeaks por escándalos de Assange


im a geek
geekets.com

A pesar de que la organización Anonymous apoyó por mucho tiempo a WikiLeaks y a Jualian Assange, han dedicido dejar de ayudarlos.

Julian Assange creador de WikiLeaks

¿La razón?  Anonymous opina que WikiLeaks se ha convertido en pura publicidad para Julian Assange y se ha desviado de su propósito principal de promover la libertad de expresión.

A pesar de que Anonymous afirma que sigue apoyando el propósito inicial de WikiLeaks, argumenta que no tiene caso seguir del lado de Julian Assange, quien ha deformado a la organización con el fin de darse importancia a sí mismo y a los escándalos que ha vivido por meses.

La organización de hackers critica el hecho de que se haya abierto una campaña de recaudación de fondos para WikiLeaks, la cual ha sido implementada desde el 10 de octubre; en caso de que no se done dinero a WikiLeaks, muchos artículos permanecerán bloqueados. Esto ha molestado a los miembros de Aonymous, decidiendo que el mensaje y propósito original de la página han sido corrompidos y que se ha traicionado la idea que se tenía del sitio original. Leer más “Anonymous no apoyará a WikiLeaks por escándalos de Assange”

La humanidad ha gastado 2772 años consecutivos viendo Gangnam Style


 

Tiempo perdido o tiempo invertido. Cada quien sabrá lo que hace con el suyo, pero llama la atención saber que desde su lanzamiento hace dos meses y medio, la humanidad ha gastado nada menos que 2772 años y medio viendo el video de Gangnam Style en YouTube, el cual además rompió un record Guinness al acumular la mayor cantidad de “Me Gusta” en el portal hace pocos días atrás. Leer más “La humanidad ha gastado 2772 años consecutivos viendo Gangnam Style”

Why You’re Failing If You Ignore Social In CRM


viralblog.com

You’ve heard all the hype about social media. Just about every business has a Twitter account these days, and blogging has long since become a venue for businesses looking to connect with customers.

Why You're Failing If You Ignore Social Media in CRM

But in their thirst for new tools, many businesses fail to understand just what role social media should play in CRM. Here is a guide full of tips for changing that…

Nurture real relationships, have a personality and a voice

Customer Relationship Management (CRM) is all about converting conversations into sales. Well, so is social media. Used correctly, social media helps a company establish its own personality and voice, showing a relatable side to its customers and increasing brand loyalty in the process.

But it also goes deeper than that. Social media represents a fundamental shift away from a linear sales model, where customers contact a company before, during or immediately following a sale. Now customers – both the loyal and those that are just beginning their search – expect constant accessibility, whether or not a purchasing decision is pending.

In other words, customers want a true relationship, not one in which they feel constantly pitched to. Sure, they’ll get excited about a company’s 50% off promotion, but they’re just as likely to retweet a company’s witty joke about Lady Gaga. Have a personality, have a voice, and go beyond pitch. Take a look at ModCloth’s Twitter feed for a great example.

Start the right conversations… Leer más “Why You’re Failing If You Ignore Social In CRM”

Los 12 errores que no debe cometer una empresa en Facebook


seosalamanca.com

A estas alturas todavía es muy fácil ver como las empresas, sobre todo las que delegan la responsabilidad del community manager a una secretaria o personal no cualificado, comenten errores graves en Facebook, también las he visto que aún contratando a agencias de Social Media, también los cometen.

A continuación te voy a detallar unos cuantos errores que comenten algunas empresas en Facebook y los cuales debes evitar.

  1. Crear perfiles para empresas: Los perfiles son para personas, no para compañías. Recibir unaautorización de amistad de un no-humano es molesto y artificial. Facebook ha creado páginas que sirven perfectamente para estos temas, además ofrecen estadísticas y la posibilidad de hacer publicidad en su Ad Network.
  2. Ser insistentes: Me pasa casi a diario que recibo una invitación para una página de alguna empresa y no la acepto porque simplemente no me interesa, pero durante los siguientes 10 días diferentes personas (aparentemente de la misma compañía o de la agencia que les lleva las RRPP o la campaña de social media) insisten e insisten invitándome a la misma página.
  3. Invitación a eventos que no son eventos: el lanzamiento de tu nuevo sitio web no es un evento. La salida del comercial nuevo de tu producto tampoco es un evento. Usar el sistema de eventos para promocionar tus productos solo te conducirá al block por parte de muchas personas.
  4. Taggear fotos o notas donde no aparezco: Esta es nueva y de las más molestas: una empresa o alguien de un sitio web que me taggea en un documento donde no aparezco, solo para que yo lo note o los visitantes de mi perfil lo vean en mi Wall. Eso es simplemente una nueva forma de spam .images 16 Los 12 errores que no debe cometer una empresa en Facebook
  5. Usar el sistema de mensajes privados para enviarme notas de prensaEl peor de todos. Ya que perdieron efectividad vía email, responsables de comunicación de diferentes empresas (o agencias de RRPP) están usando los mensajes privados de Facebook para enviarme comunicados de prensa. Lo peor es que me mandan cosas que no me interesan nada; reportados como spammers inmediatamente.
  6. Haber abierto la página pero no terminar de configurarlaTambién es penoso ver como muchas marcas han abierto una página en Facebook, pero ni siquiera han terminado de configurar la información, personalizar la imagen principal y el avatar. Si no tienes pensado empezar a tener actividad, ocúltala haciéndola visible sólo para los administradores para que no salga en el buscador interno de Facebook.

Evolution of Websites: A Darwinian Tale

The web is constantly evolving. It doesn’t take a rocket scientist to see how quickly new technologies are being adopted and how fragile design trends are. While the web is still an infant relative to other mediums such as print, TV and radio, and still has fair amount of growing up to do, it has already amassed a rich history. Let’s take a look at how the medium has evolved throughout the years.

A Matter of Carbon Dating

Evolution is inevitable. As British philosopher Herbert Spencer put it — inspired by Charles Darwin’s theory on natural selection — it’s “survival of the fittest.”

If we examine any aspect of web design, we can see that trends and technologies being discarded, improved on, or superseded by something better is common. Evolve or die, pick one of the two options. And if we delve deeper, we can see three core elements that dictate this natural selection and evolution.


by Alexander Dawson | http://sixrevisions.com/web-technology/evolution-of-websites-a-darwinian-tale/

 

Evolution of Websites: A Darwinian Tale

The web is constantly evolving. It doesn’t take a rocket scientist to see how quickly new technologies are being adopted and how fragile design trends are. While the web is still an infant relative to other mediums such as print, TV and radio, and still has fair amount of growing up to do, it has already amassed a rich history. Let’s take a look at how the medium has evolved throughout the years.

 

A Matter of Carbon Dating

Evolution is inevitable. As British philosopher Herbert Spencer put it — inspired by Charles Darwin’s theory on natural selection — it’s “survival of the fittest.”

If we examine any aspect of web design, we can see that trends and technologies being discarded, improved on, or superseded by something better is common. Evolve or die, pick one of the two options. And if we delve deeper, we can see three core elements that dictate this natural selection and evolution.

A Matter of Carbon Dating

 

Certain web browsers tend to be more evolved than others!

Code

One of the core elements of the web is code. As web designers and web developers, the success of a particular language largely depends on how much value it brings to our work. I’m sure only a handful of you remember VRML with the fondness of the concept that we could soon be browsing the web using the same virtual reality as used in the movie Tron. Alas, virtual reality didn’t take off.

A Matter of Carbon Dating

 

The idea of virtual reality and 3D objects fascinated developers. Leer más “Evolution of Websites: A Darwinian Tale”

“Top 20 Most Powerful Celebrities in the World 2010″ | By Jeremy Waite


Posted on October 7, 2010
 

  • By Jeremy Waite

    Welcome to my mash-up of marketing stories and celebrity gossip. If you love marketing or want to be inspired at work, everything here is written for you. Enjoy!

Is Lady Gaga the World’s Most Powerful Celebrity? 

In advance of my book “Sex, Brands & Rock’n’Roll” coming out next month, I’ve put together a cheeky little eBook which will hopefully inform and inspire you.  It lists the top 20 most powerful celebrities in the world this year, how much $ they’ve made and inspirational quotes that show ‘why they are, who they are’.  But who’s number 1? Enjoy!

Click here for my FREE eBook to find out who are the “Top 20 Most Powerful Celebrities in the World”