Sunday, December 12, 2010
Saturday, December 11, 2010
Lessons Learned - In the age of social media, should we bother advertising online?
The short answer... YES! It's all a matter of PUSH and PULL.
Social media campaigns that include things such as Facebook fan pages, Twitter accounts, etc. PULL consumers into engagement who have already heard of your brand. Here, consumers drive the search and expose themselves to your online social media content.
But what about the consumers who don't know about your brand? Don't you want to reach them too?
That's why you advertise, because advertising PUSHES consumers who have never heard of your brand. Things such as banner ads are exposed to everyone, not just people searching for your product. Therefore, these ads provide contact with consumers when the relationship hasn't even started. This valuable type of contact is offered through advertising, and not through other platforms.
In conclusion, you need both PUSH and PULL. One introduces you to consumers and one nurtures the relationship you already have with them. But do not think they cancel each other out, because you most definitely need both.
PS - Remember, in order to PUSH effectively online, your message needs to be VALUE BASED. Online consumers are very selective and sophisticated. You need to offer them value with your advertising, target your message, make it relavent and NEVER intrusive. If you can do this, you'll have a very successful online ad campaign on your hands. Good luck!
Social media campaigns that include things such as Facebook fan pages, Twitter accounts, etc. PULL consumers into engagement who have already heard of your brand. Here, consumers drive the search and expose themselves to your online social media content.
But what about the consumers who don't know about your brand? Don't you want to reach them too?
That's why you advertise, because advertising PUSHES consumers who have never heard of your brand. Things such as banner ads are exposed to everyone, not just people searching for your product. Therefore, these ads provide contact with consumers when the relationship hasn't even started. This valuable type of contact is offered through advertising, and not through other platforms.
In conclusion, you need both PUSH and PULL. One introduces you to consumers and one nurtures the relationship you already have with them. But do not think they cancel each other out, because you most definitely need both.
PS - Remember, in order to PUSH effectively online, your message needs to be VALUE BASED. Online consumers are very selective and sophisticated. You need to offer them value with your advertising, target your message, make it relavent and NEVER intrusive. If you can do this, you'll have a very successful online ad campaign on your hands. Good luck!
FMCG Report - DONE!
This report compares Facebook social meadia strategies of top Swiss brands in the FMCG industry.
Click on the picture to download the report
Highlights From the Report - Nescafe's Best Practice
During the economic downturn, Nescafé introduced a successful social media campaign in Spain, called “Con5centimos”. They promoted the campaign on a Facebook page and on Youtube, making people aware that they would only have to pay five cents for a coffee. A game was created that allowed “users to play with a five cents coin and throw it into a Nescafe cup in order to score”. Additionally, users were able to upload videos of them playing the game, and the best video was rewarded.
This proved to be very successful for Nescafe. You can read more about their campaign here in the full article.
Download our report to find other best (and worst) FMCG practices.
This proved to be very successful for Nescafe. You can read more about their campaign here in the full article.
Download our report to find other best (and worst) FMCG practices.
Thursday, December 9, 2010
IABUK : Leading FMCG brands
Very interesting article about nowadays leading FMCG brands from all over the world.
IABUK : Leading FMCG brands
What do you think about it?
According to our REPORT, do you think that the 8 analyzed companies behave somehow in the same way as the ones mentioned in the article or need still to improve their social media advertising campaign ?
IABUK : Leading FMCG brands
What do you think about it?
According to our REPORT, do you think that the 8 analyzed companies behave somehow in the same way as the ones mentioned in the article or need still to improve their social media advertising campaign ?
Wednesday, December 8, 2010
Tuesday, December 7, 2010
Nestle Killer - Give the Orang-Utan a break
Greenpeace uses social media to hit Nestle hard. It worked.
Big Lazy Brands
GREAT presentation... have a look:
This is not the time for Big Lazy Brands
View more presentations from Helge Tennø.
Interesting MBA Dissertation on Social Media and Engagement
Randall Helms presents his MBA dissertation for the University of Edinburgh Business School, Suitably Social: How FCMG Brands Can Best Use Social for Engaging with their Customers. This report draws on a range of primary and secondary research, including eighteen interviews conducted in person, over the phone, and via email with a number of professionals from FMCG brands, consultancies, and digital marketing agencies.
Full dissertation found here.
Full dissertation found here.
Social Media Determines Brand Value
Brand value rankings as listed in the Interbrand Top 100 Global Brands (2006) report are not being reflected in social media.
Read full article at U Talk Marketing.
Read full article at U Talk Marketing.
FMCG Digital Investments
In a bid to connect with consumers directly, FMCG majors are increasingly opting for digital advertising and consumer engagement modules — deviating from the traditional mode of marketing. Even as Marico is working on a digital communication module to promote its select brands, Dabur has just begun to invest in digital media to promote its juice brands Real and Active.
Feel free to read the full Financial Express article here:
Financial Express Article
Feel free to read the full Financial Express article here:
Financial Express Article
Sunday, December 5, 2010
We are here to edutain you!
Large companies definitely know how to use social media with all their resources, right? Or maybe not? Were you ever wondering about how such a big company can do such crappy work when it comes to social media?
If these are question that you’ve thought about or were wondering about, or if you’re interested in a mix of entertaining examples of best and worst practices with the theoretical background on social media then this blog is FOR YOU.
We are a group of University Master Students from different national and cultural backgrounds studying Marketing / Corporate Communications & Management in Lugano (Switzerland) and we’ve created this blog as an extension to our course on Digital Marketing, and to edutain you about the use of social media by the largest Swiss based companies in the world in the area of FMCG’s.
We want to invite you to give your opinions and thoughts on the different uses of videos and materials in order to create further knowledge on the topic TOGETHER. This is not a 1 man show, so provide your own examples of best or worst practices and let’s discuss them together.
Please download the following report that we’ve created on the TOP 8 Swiss FMCG companies and their use of social media. It will help you get a first impression of what’s going on and help us with our course evaluation.
Be ready to get EDUTAINED………………and to edutain OTHERS.
Your Blogessionals a.k.a The Edutainers
If these are question that you’ve thought about or were wondering about, or if you’re interested in a mix of entertaining examples of best and worst practices with the theoretical background on social media then this blog is FOR YOU.
We are a group of University Master Students from different national and cultural backgrounds studying Marketing / Corporate Communications & Management in Lugano (Switzerland) and we’ve created this blog as an extension to our course on Digital Marketing, and to edutain you about the use of social media by the largest Swiss based companies in the world in the area of FMCG’s.
We want to invite you to give your opinions and thoughts on the different uses of videos and materials in order to create further knowledge on the topic TOGETHER. This is not a 1 man show, so provide your own examples of best or worst practices and let’s discuss them together.
Please download the following report that we’ve created on the TOP 8 Swiss FMCG companies and their use of social media. It will help you get a first impression of what’s going on and help us with our course evaluation.
Be ready to get EDUTAINED………………and to edutain OTHERS.
Your Blogessionals a.k.a The Edutainers
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