Interview on Marketing Voices

Nate Elliott

I was pleased to have the chance recently to speak with Jennifer Jones of the Marketing Voices podcast.

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Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences

Nate Elliott

Nate Elliott[Posted by Nate Elliott. Follow me on twitter.]

Yesterday we published a case study that I'm really excited about, covering how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the tweet-up in Vancouver, and thought they were a great example of the power of both online and offline influence.

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Using Social Media To Create And Amplify Offline Influence

Targeting Generation X? Try Word of Mouth

Nate Elliott

Nate Elliott[Posted by Nate Elliott]

If you're a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you're not using social media or influence marketing, it's time to reevaluate your strategy. Our new report, Brands Should Reach Gen Xers Through Word Of Mouth, sheds some new light on these consumers and their use of social technologies.

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Online Video Contests Can Help Marketers Listen To And Energize Their Customers

Nate Elliott

Nate Elliott[Posted by Nate Elliott]

Chances are you've seen an online video contest lately. In fact,
you've probably seen a lot of them: more than 20% of interactive
marketers -- including category leaders like P&G, Nike, Coca-Cola
and Sony -- tell Forrester they've run campaigns asking users to submit
online content in the past year. I've been collecting a list of dozens
of great video contests, and one contest clearinghouse site says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.

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Carl's Jr. Brings Sponsored Conversations to Video

P&G Social Media Night: The Results

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

The results are in.  And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity.  Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!

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P&G Tests the Power of Social Media

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

So I got a golden ticket to P&G's digital hack night -- a P&G party to bring together social media experts, P&G digital minds, and experienced interactive marketers to share ideas.  The event is to test the strength of digital media to try to generate $100,000 for charity.

Here's how it works:

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Reebok's "Run Easy" Creates A Movement, Not A Campaign

Shar VanBoskirk

Reebok and its agency Carat shared the details of their "Run Easy" campaign -- a multichannel effort to create a movement in running.

The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors.  Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning.  Reebok also believed that to do this well, they needed to create a *movement* around running.  It wouldn't work to try to motivate people around running just with a few outbound campaigns.

The approach: Creating a movement is different than creating a campaign.  In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed.  They seeded their market with the "run easy" idea in advance of a large media blitz.  Then they used media to further interest in the idea and enroll people in the movement.  And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.

From my perspective the primary lessons to take away from Reebok's effort, are:

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Wunderman Defines The Age of Influence Marketing

Shar VanBoskirk

Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing.  Specifically, he mentioned marketers must acknowledge the shift to "The age of influence marketing" by embracing two new channels: 

1) The Channel of Me and 2) The Channel of Us

Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.

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