[We are becoming “source-agnostic.”]
Each of these on-demand, video content aggregation & delivery apps/set-top boxes has their emerging pros & cons. But the one thing they all have in common is the fact that they are, essentially, “source-agnostic.” No longer do I have to know or necessarily care if the original program came from NBC, FOX, CBS or even YouTube.
While Facebook’s announcement of its Places product continues to roll in, I was struck by Mashable’s Ben Parr when he live blogged, “Facebook is playing a movie discussing the advantages of Facebook Places. They’re discussing check-ins, and much of it sounds like Foursquare.”
We have recently built a social network – a community for sharing stories and support – for a CPG client. Our client had no ROI expectations and no comparable past experience. This was a completely new tactic, in a new medium, targeted at unquantified attitudinal goals. How would you benchmark this kind of activity?
Advertisers often struggle over what benchmarks to use or whether benchmarks are even relevant. Here’s what we did to provide accountability and justify the expenditure.
It is an unfortunate but understandable reality that while we often marvel at digital projects that spread like wildfire across the web, we rarely get a chance to look at the numbers behind them. Between January and May, we built, launched and monitored Jerzify Yourself (warning: sound on autoplay) to get just such a glimpse into the dynamics of spreadable content.
But brands must be careful when engaging within the social web to avoid what seem like common sense mistakes (yet they continue to still be made). I wrote an article for Business Week that describes 5 social media marketing mistakes: Continue reading »
