Brian Haven, Senior Analyst at Forrester Research talks to Marketing Voices at the Forrester Marketing Forum in Los Angeles about the latest thinking about brand engagement today. Haven tells Jennifer Jones that although social marketing is taking off and many corporations are engaging in conversations with their customers, the science of brand engagement is far from complete. Haven mentions Nike and its use of social marketing as one fine standout example today.
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Brand Engagement: Latest Insights From Forrester’s Brian Haven
Published by May 13th, 2008 in Marketing Voices. 0 CommentsLots of people have ideas about the best way to reach influencers but Rick Bruner, Director of Research and Industry Relations for Doubleclick gives three quick tips for how to reach the people who affect the thoughts of others. He also speaks to their powerful Touchpoint research results.
Microblogging is a social media tool that allows users to send brief updates to public and private networks. Peter Kim, Senior Analyst of Forrester Research tells how marketers are using the medium today and what best practices are for its use. Kim reports that there really are no rules for use of Twitter and that marketers should be enormously creative when devising a social media strategy to use microblogging. Kim’s Forrester report is available at:
www.forrester.com/marketingvoices.
Kim’s blog is:
ww.beingpeterkim.com
Conversation Targeting: Buzzlogic’s Online Opinion Measurement
Published by December 3rd, 2007 in Marketing Voices. ClosedIsolating conversations around products, brands and issues is now possible through BuzzLogic’s new ad targeting feature. In this Marketing Voices product demo video podcast, BuzzLogic CEO Rob Crumpler explains how his company can help marketers better determine who is driving online opinions.
When the service launched earlier this month, news coverage highlighted the potential value to marketers who have been searching for effective ways to participate in discussions and debates online in communities where some of their most passionate potential consumers are already sharing ideas.
The bottom line for BuzzLogic customers, according to CMO Bob Schettino in an interview with ClickZ, is that the social media universe can now be managed as one single channel, with the new ability to cut through the noise to the 10 or 20 most influential bloggers — a slight tweak on competitors’ offerings in that the focus is not necessarily on the most popular blogs, but specifically the most “influential.”
In his conversation with Jennifer Jones, CEO Crumpler says this conversation targeting ad system delivers more than two times the performance than what could be done just a few months ago. More coverage on the offering, as well as in-depth coverage on related stories, can be found at marketing news site Marketingvox.com.
Facebook Is The Future: Jeremiah, Forrester Analyst
Published by September 24th, 2007 in Marketing Voices. 4 CommentsFacebook is the future. This is according to many analysts and Web experts. Jeremiah Owyang, an analyst with Forrester Research, believes in the power of Facebook. Jeremiah tells Marketing Voices’ Jennifer Jones how the site works, and how communities are forming there. Marketers need to understand the opportunities that are ripe on Facebook, and to embrace and extend their network through the site.
Social Networking Sites Affecting Worldwide Communication Culture
Published by July 31st, 2007 in Marketing Voices. 1 CommentI recently spoke to Researcher Adam Wright of Paris-based Ipsos Insight Research and he says that social networking sites like MySpace, Facebook, Mixi and Cyworld have emerged as major factors in the culture of communication for adults around the world.
What is most interesting about this study to me, is that even in lesser-developed markets, the impact of social networking sites is so dominant. Also video sharing and on-line capability are affecting consumer’s disposable time. No longer are people trying out these sites, says Wright, but they are driving their behavior.
Marketers have to pay attention given that they must address the needs of these consumers. These social networking effects are cannibalizing other online activities in some markets.
I continue to be amazed at how quickly video is making an impact in all markets globally. In the two decades, I have been involved in marketing, I just have never seen the influence of a tool such as video become so pervasive so quickly.
Neil Patel tells how he makes blogs like Techcrunch, Guy Kawasaki and Jason Calacanis successful. He has tagging strategies, and search engine optimization capabilities. All of it works for his customers like GM and American Greetings as well as top 100 bloggers.
Neil is a well known consultant who was eager to help PodTech too. Content is king though says Patel. You can not get anywhere without it. Maybe that is why Guy and others spend so much time making their blogs content-rich.
On the latest Marketing Voices, I spoke to Biz Stone, Co-Founder of Twitter. Before the interview, I was not a big fan of Twitter’s as I believed it was just a lot of people talking who did not have much else to do. I saw the constant stream of communication as just chatter. After having spoken with him, I must admit I now feel as if the social aspect of the tool is pretty interesting. Also hearing what he has to say about how people in marketing are using the tool was good. In my Google search on Twitter I also discovered a great post from Life Hack that talks about 5 ways to use twitter for good which ties into Biz’s thoughts on the topic. Twitter’s offices in South San Francisco have to be some of the best real estate in the city given their proximity to a park and the casual atmosphere of the environs. Very cool.
What attracts teens to social media advertising
Published by May 14th, 2007 in Marketing Voices. 0 CommentsMy videopodcast with Jasmine Ta, a senior at Milpitas High School was insightful because she was such an impressive, articulate young woman about her use of social media. She likes the ads on AIM and would click on them more readily if they were creative and funny. I found Jasmine after interviewing many teenagers who said they used social media. She was quite a find and thank you to Mary Madden of Pew Internet research for her help.
Marketing Voices was one year old as of May 1, 2007. It has been quite a journey. Now the time has come to start blogging too. We need to get the conversation and community for Marketing Voices growing. PodTech has made it easier to do that by our new format.
The idea of having a podcast on how social media is affecting marketing came to me during a conversation I had with John Furrier in May 2005. He was podcasting friends of mine and it hit me that the ability to put content on the web that was targeted, educational and informative and all about marketing and social media was potentially something that could be of interest to marketers. I knew that I did not have anywhere to go that I could learn all about marketing/social media and I decided there had to be more people who had the same needs as I did. John gave me the opportunity to put the show on PodTech.net and the audience has been growing since day one.
Marketing Voices is getting lots of weekly downloads (the exact numbers are confidential) and the community is responding. As Seth Godin said on his podcast on Marketing Voices…Small is the New Big and I am finding that the MVoices audience is very targeted. In our online survey, we found that the majority of the audience is chief marketing officers of technology companies or professional service firms, or CEOs in tech companies and public relations executives.
The practice of marketing is getting blown wide open by social media. That makes it an interesting time to be a marketer. Figuring out what works best with social media practices is what marketing voices is all about. I am always searching the web, and asking the community what is interesting and who could make a great guest. I am open to any and all suggestions. I especially would love to have more international focus– outside the U.S.–and wish that more international marketers weigh in on ideas, companies and guests.
Although we are trying to go to video for the shows, we realize that not all the guests can be videopodcast so I will still be doing some audio interviews as well. I know many of the listeners are on iTunes (the show is only on audio for iTunes) since many people tell me they listen while working out, hiking, or just sitting at their desks working with MV in the background.
Finally, some people have asked me why I use the phrase…may all the voices you hear be marketing voices at the end of each podcast…it is meant to be fun. My 15 year old son and I were brainstorming one night about a tag line to the show and we came up with it so it. It has no “hidden” meaning. So thanks for listening.
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