Social Marketing

Meet Mr. Wolfdog, Executive Director of Marketing for Old Spice.

When it comes to integrated marketing that leverages social media to it’s best you can’t do better than Old Spice.

The latest campaign to introduce the new line of wild scents is being handled by Mr. WolfDog, who is the new executive director of marketing. Along with a YouTube channel, he has a Twitter feed, a Tumblr page, a Facebook account, a hangout on Google+ (where internet users could apply to work as the WolfDog assistant #workforwolfdog) and an animated gif file.

 

Everyone of these spaces is branded with integrated elements that reach across the entire campaign and all of it’s touch points. In the first two days, the YouTube video alone has reached more than 250,000 people.

 

A Social Media Promotion Dilema.

There is a looming problem for companies and brands that use Facebook as an exclusive way to promote themselves. There are people like myself that absolutely loath the idea of having to use Facebook or any other social media as an entry vehicle to what ever they are promoting. In other words, I don’t want to spam the Facebook timeline with crap that other people might not be interested in. The other issue is there are people who don’t have, and won’t ever have a Facebook account. So why would a brand only offer the ability to engage with a high-profile promotion via a Facebook with no other alternatives? Case in point furniture store Room&Board’s new Look Book promotion and sweepstakes.

fbooked

This afternoon I received an email asking if I’d like to enter a sweepstakes with a prize of $10,000. This is part of a campaign to promote the redesign of the new printed look book and catalog, plus the room&board website. The problem is you can only enter by going through Facebook. There is absolutely no other way to do it. The embedded link in the email takes you to Facebook, so does the link on the home page. I’m not sure how many people they are failing to connect with because of this, but I am going to assume quite a few. I can’t be the only person in the world that doesn’t want to use Facebook for everything.

In fine print at the bottom of the Facebook page there is this disclaimer; This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. You understand that you are providing your information to Room & Board and not to Facebook.” OK I get it, but I had to scroll to the bottom of the page to see this, and like most people I almost backed out of the promotion as soon as I saw it land on Facebook page. For me this is marketing fail. If Room&Board really wanted to promote the new site and Look Book, they really should have offered an alternate route for those people like myself that refuse to use Facebook for anything advertising related.

I know that Room&Board is simply using Facebook as the point to collect your information. The thing is, this just gives me a bad feeling overall. Even if Room&Board says I am only providing the information to them and not to Facebook. I might have a better feeling about participating if there was a non Facebook location that I could actually go to and engage with the brand.

Unfortunately this is a trend that continues to grow, and one that is going create a social divide between those of that won’t participate in Facebook hosted events/promotions, and those that will.

The State of Social Media, 2013.

Once again Erik Qualman has posted an animated infographic about the power of Social media. While many of the stats remain the same as last years, one factoid jumped out at me. The Ford Escape Facebook launch generated more traffic than the Super Bowl TV ad. Love it, or hate it you can’t escape the impact that Social Media is having on the world of marketing and advertising.

Monday Morning Stats. An Animated Infographic on “Pinterest”.

Here is an interesting little animated infographic about Pinterest to start the week. I am not a user of the service. I signed up when it first launched and then lost interest. My lack of usage though is by no means a reflection of the public attitude toward this fast rising superstar of Social Networking. Created by MDG Advertising, this short animated clip points out the reasons companies and marketers are jumping on Pinterest. The copy below the video is from MDG.

All eyes are on Pinterest, the social network that lets users collect and share images found on the Web by “pinning” them on virtual pinboards. The images span a variety of categories, from fashion, crafts, cooking, décor, fitness, and more. Users can follow the pinboards of friends and brands for inspiration and “repin” the images onto their own pinboards. Today, Pinterest is quickly becoming the fastest-growing social media site based on its huge popularity with women, as well as its unlimited potential as a marketing tool for businesses. “Pins” help companies promote their products, develop their brand personalities, drive tremendous referral traffic to their websites, and gain exposure among the Pinterest community. Now, MDG Advertising has produced an engaging video highlighting the facts, figures, and findings from its popular “Pin It To Win It” infographic.

The video details the social site’s demographics, growth, and potential to drive abundant traffic to company websites. Pinterest is especially popular with the most highly coveted markets—about 60 percent are female and 80 percent are in the 25 to 54 age demographic. Plus, Pinterest drives more referral traffic than Google+, LinkedIn, and YouTube combined.

The video goes on to cover the brands, both large and small, on board the pinboard phenomenon, such as Whole Foods, Etsy, West Elm, and Real Simple. These companies reflect the cooking, décor, and crafts interests that are prevalent among the Pinterest audience.

In addition, the video helps marketers navigate Pinterest’s features and terminology by demonstrating the “pin,” “repinning,” and “board.” It also shows how companies can leverage Pinterest for maximum response and referral traffic, whether by improving their image quality or promoting more than just a product line.