When Kodak wanted to increase participation in its "Time to Smile" branding effort, which launched this past summer, the marketer recently looked to influential bloggers, Twitterers and Facebookaholics to move the needle for its push. But with so many voices buzzing on the web these days, how can a marketer be sure it has found the right group of "influencers" to help it get the word out?
--> Tapping the power of an influential consumer has long been a practice of marketers. Once, that simply meant looking for the coolest kid on the playground or in the mall or in the club that everyone else was trying to emulate. But with the explosion of the blogosphere, it's no longer just the cool kids that are tagged as influencers; everyone and their mother -- mommy bloggers are now some of the biggest influencers in the consumer space -- can be needle movers.
The upside of that for marketers is a bigger pool to choose from, but the downside is identifying the right one. Cue the agencies and their social-media platforms, which they claim can identify the perfect blogger or Twitterer for any campaign.
Kodak, with the help of one of its PR shops, WPP's Ogilvy Public Relations, which recently launched its influencer relationship management platform called Insider Circle, identified 10 bloggers they deemed influential within the markets they were looking to target. John Bell, managing director 360 Digital Influence at Ogilvy PR, said the influencers range from parent bloggers to photography enthusiasts. Mr. Bell said using bloggers helps stimulate authentic word of mouth that's relevant to the consumer and brand, and builds long-term relationships with these influencers
"We call it social influencer relationship management," he said. "We provide them with new content and values they can pass along to their readers to get them involved in the program."
Some of the bloggers are soliciting their readers to participate in a contest asking readers to post photos with a story explaining why they are smiling. The blogger decides which story is best and will give a new Kodak HD camera to the winner. "We're giving some bloggers access to people at Kodak for stories they'll post on their blogs," Mr. Bell said. The bloggers disclose their relationship with Kodak to their readers.
The Living Stories project is an experiment in presenting news, one designed specifically for the online environment. The project was developed by Google in collaboration with two of the country's leading newspapers, The New York Times and The Washington Post.
All in one place
Complete coverage of an on-going story is gathered together and prioritized on one URL. You can now quickly navigate between news articles, opinion pieces and features without long waits for pages to load.
Easy to explore
Each story has an evolving summary of current developments as a well as an interactive timeline of critical events. Stories can be explored by themes, significant participants or multimedia.
Updates to the story are highlighted each time you come back, and older news is summarized.
David is one of the Co-author of the Cluetrain Manifesto, author of "Everything Is Miscellaneous: The Power of the New Digital Disorder", "Small Pieces Loosely Joined: A Unified Theory of the Web" (...), well he is precisely what I call a guru of the digital world. His blog is at http://www.hyperorg.com/blogger/.
And he's also by the way an impressive man, exactly the kind of man who help you make big steps forward just while speaking with him and listening, or by reading his work. I am a big fan.
Une étude de ComScore Video Metrix met en exergue la passion fulgurante de notre pays pour les vidéos sur Internet. L'augmentation sur un an serait de...
141 % sur le mois de septembre 2009 par rapport à 2008. La consommation de vidéos atteindrait donc le chiffre impressionnants de 5.4* milliards de contenus vidéo consommés en 30 jours. Les visionneurs hexagonaux sont 36.4 millions (25.3 en 2008), ce qui représente une augmentation des utilisateurs de 36.4% sur une année.
Le marché de la vidéo en ligne est en croissance exponentielle. Les Français démontrent ainsi leur préférence pour le contenu audiovisuel. Cette étude laisse aussi à penser que le pays a rattrapé son retard technologique puisque la vidéo est aujourd'hui accessible en haut débit sur la quasi intégralité du territoire. L'apport du contenu des chaînes TV (ex : M6Replay) ainsi que les vidéos amateurs sont pour beaucoup dans cette croissance.
Le temps passé devant l'écran d'ordinateur est en augmentation puisqu'il a quasiment doublé passant à 11.7 heures (6.2/2008) en ce mois de rentrée. La durée moyenne de visionnage par vidéo passe quant à elle de 4.2 à 4.5 minutes
Nielsen told clients that it was going to change its methodology for @Plan, including more than tripling the number of sites included in the data, and shifting from a questionnaire to electronic meters to determine who had visited which sites. It also lowered the minimum size of a sample on which it collects data to 50 from 200.
Nielsen still uses quarterly surveys to determine offline behavior, and this is combined with electronic measurement to come up with the new data. Theoretically, the changes would produce much more granular results and perhaps remove an inherent bias toward well-known brands.
The plan we've come up with is to remove regional networks completely and create a simpler model for privacy control where you can set content to be available to only your friends, friends of your friends, or everyone.
Some changes are coming ... The network model is evolving...
The Nielsen Company said Tuesday that its television measurement homes would soon be Internet measurement homes too, bringing the company a step closer toward providing the integrated ratings that media companies are demanding.
Starting now and going through August, Nielsen will install Internet meters in 7,500 of its television panel homes, where viewership is extrapolated to produce national TV ratings. Eventually — Nielsen has not said when — data from those homes will be used to calculate combined ratings for TV and Internet viewing.
Nielsen’s measurements are vitally important to the television industry because the TV ratings are used to sell an estimated $70 billion in advertising each year.
With more consumers watching TV episodes via the Internet and shifting among TV sets, computer screens and mobile phones, Nielsen has been under pressure to track viewership more effectively. The Consortium for Innovative Media Measurement, a group of media companies, said last month that “media measurement is not keeping pace with urgent business needs.”
On Tuesday, Colleen Fahey Rush, who heads the coalition’s executive board, called Nielsen’s announcement “encouraging,” but she added that the change would be difficult. “Nielsen has a lot of heavy lifting ahead of them,” she said.
How do you improve on a successful and widely downloaded mobile app that users are willing to shell out a buck for? If you're Kraft Foods, you release a new version containing enhancements suggested by your users and take the long-view of applications as a customer-engagement tool. You also might launch a free version, as Kraft has, to encourage sampling before getting people to commit to the paid one.
--> "Overall, everything we're doing reinforces our commitment to mobile as a strategic marketing channel, and a strategic lever within our overall customer relationship management program," said Ed Kaczmarek, director of innovation, consumer experiences at Kraft Foods. "We listened to our customers and their requests."