Marketing

Intro: Quick review of Ragan ING conference, two more FIR podcasts from the B2B Huddle are up, FIR Book Review of Philip Sheldrake’s Attenzi is up; Quick News: Vines are shared four times more than online video, IABC’s CW magazine goes digital only, the state of social media advertising, first Quartz, then Defense One: Atlantic Media’s next venture with digital-only publications; Ragan promo; News That Fits: BYOD focus on policies, behaviours and what matters to employees; Yahoo board approves deal to acquire Tumblr; think that social media crisis from seven years ago is ancient history? guess again; the Media Monitoring Minute with CustomScoop; listener comments; social media and digital agencies will vanish within 10 years, say next generation of marketers; Dan York reports from Dublin with Bernie Goldbach, comparing Audioboo and SoundCloud; Google+ evolves; native advertising and the future of journalism; Music from DJ YRS Jerzy Ft. Chox-Mak; and more. Listen Now: Download: fir-704.mp3 Get FIR: Download the MP3 file (35.1Mb, 87:11) Subscribe to the RSS feed Get the show at iTunes Get the FIR app for your iPhone and for your Android device from the Amazon App Store Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir. For Immediate Release: The Hobson & Holtz Report for May 20, 2013: An 87-minute podcast recorded live from Concord, California, USA, and Wokingham, Berkshire, England. Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content. FIR #704 bookmarks on Delicious Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+. You can also email us at fircomments@gmail.com; call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show. To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news. So, until Monday May 27… (Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Marketing is simple: spend $100 advertising your product or service and earn back $110 for your efforts. This has long been the underlying challenge for businesses large and small:  how do you acquire new customers, convince them to buy more of whatever it is you are selling, get them to tell other’s about your offering, and achieve positive ROI the whole while. Problem is, for many companies, this kind of magical thinking is simply not grounded in any type of reality. Especially for small business, traditional print, radio, and television advertising is out of their reach financially. Online advertising such as keyword search, CPC/PPC, and display ad placement  is, quite simply, a waste of money. And for many businesses trying to reach an increasingly distracted, overwhelmed, and fragmented audience has become more difficult than ever. As a result of more and more small businesses have sought alternative channels for their marketing strategies, such as value-add partnerships, inbound marketing campaigns, search engine optimization and social media marketing. The least expensive and, for many businesses, most effective and fastest growing marketing channel is the social media. Twitter, Facebook, Pinterest, Vine, Quora, and their ilk are highly effective channels that small business can use to reach their target audience  engage their customers, encourage word of mouth, and build visibility and awareness for their brand. For most small business it is not a matter of whether they need to have a SM presence, but how effective a job they are doing with their social strategy. But, and this is a big but, unlike traditional advertising the effectiveness of social media campaigns can be very difficult to track, and the ROI near impossible to calculate. Most small businesses try to execute on their SM without a plan in place, absent an understanding of the competitive market, and with a limited knowledge of the tools available. The first step in remedying this is to conduct an audit of your company’s social media practices, assets, and strategy; with this data in hand a small business can determine whether what they are doing is effective and whether the ROI on these efforts is positive. Here a 5 tips to get you going and help you craft a roadmap for your company’s SM strategy. 1. Look to your competition First step, like so much in business, is to have a close look at your own market, specifically at your competition. Which social media platforms do they leverage? What is their strategy? And, most importantly, what is working for them and what is not. Take a close look at their Facebook page and their Twitter stream and determine how often they post, what types of content they share, and the level of engagement they are able to achieve. The number of followers your competition has is a good place to start, but also look at who they follow and how they engage with those as well. Another good indicator is to look at the hashtags they are using and how consistent they are with those. Given the fact that you share the same market, similar products, and indistinguishable audiences chances are that what is working for them, will also work for you. 2. Learn from the best. After nearly 10 years of an increasingly social media-driven internet, a number of rock stars have emerged. These are the companies that do the very best job engaging customers via the SM channels, creating viral content, and building strong word-of-mouth through their use of SM. Pick a great company, one that you admire – better yet, one that you follow on SM – and take the time to analyze what they are doing. The visual look of their Facebook and Twitter pages is a good place to start; an effectively designed page can help visitors to immediately understand a brand, its personality, and its target audience. Look at all of their accounts, dig beyond their main FB and Twitter accounts to their more targeted channels that promote everything from specific of

Ikon will next month shift its media buying for client Bankwest from Sydney to Perth Ikon said it would create two roles in Perth but nobody in the Sydney office was available to say whether there would be redundancies, or whether planning would shift too. Pat Crowley, the agency’s acting national CEO following the sudden departure of Dan Johns, said in a statement: “Clients are at the front and centre of every decision we make, and have always been. This move clearly demonstrates that proof point.” Paul Vivian, Bankwest’s GM of customer communications and brand, said: “Bankwest was founded in 1895 and is one of WA’s most enduring brands, one which actively supports the communities in which it operates. We’ve been assessing how we can make this happen while maintaining the service we get from the Ikon team for some time, and the timing was right to make the transition now.” The post Bankwest moves media trading to Perth appeared first on mUmBRELLA.

The brilliant Jannic Nielsen has used creativity and originality to kick-start his career in digital marketing. Mimicking the Kickstarter page, he launched his career through social media. KickJannic’s video presentation explains about his initiative and offers up incentives on the side of the clip, for those who share the page on social networks. Check it out: The post Kick Jannic | How to Kick-start a Digital Marketing Career appeared first on MarketingEasy | Digital trends from around the world. Related posts: Miami Ad School | The Underground Library Digital Case GE | Using digital and social media to sell to doctors and hospital administrators Dove | Real Beauty Sketches Digital Campaign

Cult viral content site BuzzFeed is coming down under, with the technology platform posting an ad for an Australian editor. The company has today posted the advertisement on its website stating that it is looking for a night editor for Australia. According to the advertisement the editor would: “own the site in the off hours between our night editor in Hawaii and when our UK editors wake up, and report directly to the editorial director”. The New York based company is looking for “a number-oriented maniac” with a “proven ability to get viral traffic” Click to enlarge BuzzFeed is a platform which prides itself on curating viral content and which claims to have an editorial selection process designed to provide a snapshot of “the viral web in realtime.” Critics claim that it borrows much of its list content from crowd-based site Reddit. The revelation that BuzzFeed would appoint an Australian editor, comes just one week after Politifact established an Australian branch and the UK newspaper The Guardian prepares to launch. Twitter has also been placing staff in Australia. Earlier this year, Mumbrella’s sister publication Encore Magazine revealed that The Huffington Post was delaying its Australian launch. Last week, BuzzFeed offered up 26 Everyday Occurrences in Australia offering a smorgasbord of koala attacks, thieving kangaroos, alligators and spiders. BuzzFeed is run by Huffington Post co-founder Jonah Peretti. Nic Christensen and Cameron Boon  The post BuzzFeed to launch Australian presence appeared first on mUmBRELLA.

Ping! A marketing email goes out promoting iCover Lover’s iphone case. Ping! A cease and desist letter lands in iCover Lover’s inbox. Dr Mumbo suspects. The post The Great Cash In appeared first on mUmBRELLA.

Big W has launched a “House party” ad campaign to promote Bonds underwear In the ads developed by Saatchi and Saatchi, a shop assistant opens up the store to find people dancing in the underwear. The three executions feature the women’s men’s and babies ranges. The ad was released days after a new television commercial for the Bonds Collectibles range developed by Clemenger BBDO Melbourne, featuring Puberty Blues star Isabelle Cornish. The ad debuted on Sunday is part of a campaign accompanied by digital, outdoor and in-store executions. The post Big W throws a house party for Bonds appeared first on mUmBRELLA.

McDonald’s has launched a new ad from DDB Sydney to promote its Loose Change Menu . The ad focusses on a teenager returning an abandoned trolley to a supermarket to get the deposit back to buy a burger. It joins a series of other Loose Change ads that feature the owner of an antiques store,  a child busker, and a couple holding a lawn sale which aired earlier this year. The post Teen’s trolley quest in new McDonald’s Loose Change Menu ad appeared first on mUmBRELLA.

The frustrations facing advertising and media account managers will be tackled head on in a panel discussion to mark the launch of the Account Management Group (AMG) in NSW. Russel Howcroft will chair the debate Network Ten’s executive general manager Russel Howcroft will chair the debate between executives from account management, strategy and planning, creative, media and client-side roles 0n Monday June 3. And panelists will confront the issue of reputation by answering the question, ‘are suits nothing more than bag carriers’. Naren Sanghrajka, chairman of the AMG’s NSW committee, said: “Following significant changes in the advertising and media landscape over recent years, the role of account management has taken on a new identity. The aim of the AMG, and events like this, is to help define what that is by providing a platform and a voice that puts the opinions of suits on the map.” It follows AMG’s Victoria launch in 2012, and Naren said the expansion into NSW would be welcome. “NSW is home to a huge segment of the nation’s account management workforce, and we are excited that we can now offer support to an area of the industry which has so far lacked real representation,” she said in the press release. The Communications Council is facilitating the event at DDB Sydney, 44 Mountain Street, Ultimo from 6pm, and $20 tickets are available from their website. The post From Mad Men to Bag Men: Frustrations of account managers under discussion appeared first on mUmBRELLA.

Melbourne-based John Persico is organising a contest labelling itself as the world championships of gamification to be held in San Francisco later this year. The championships are a competition to celebrate the appliance of gamification by students and professionals worldwide. According to his LinkedIn profile, Persico was previously the lead organiser of the Financial Modelling World Championships. He also lists himself as lead organiser of the Big Data Analytics World Chamionships. To announce the event the organisers have put out a video for the contest: The post Aussie launches global gamification championship appeared first on mUmBRELLA.