Archive for October, 2011
Digital Digest: Social First Edition
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Too often a social strategy is tacked on to a traditional program that has already been signed off on. But to develop a truly integrated and effective campaign, communicators and marketers need to think social right from the start. In this edition of Edelman Canada’s Digital Digest we take this concept a step further by imagining a Social-First campaign, in which the digital strategy informs the traditional program. Read more »
October 28, 2011 in Digital Digest, Our Ideas80 days. 80 nights. Countless stories: A look inside the Live@YVR campaign
In early 2011, the Vancouver Airport Authority came to us with a request for a standard community relations program. We counseled the client to think different; we needed to create a reason for consumers and stakeholders to engage with YVR and once they did, we could deliver YVR’s core message that it plays an important role in the region and the economy. The timing for this work was in recognition of YVR’s 80th anniversary.
The result of our proposal and planning process was Live@YVR: a program what would engage the public in selecting aperson who would become an in-house YVR correspondent or storyteller, living eating, sleeping and reporting from YVR for 80 days and 80 nights. That’s right: this person would not be able to leave Sea Island for almost three months (Think Tom Hanks in The Terminal).
Read more »
Digital Digest: Just the Basics, Please!
Digital Digest: What Edelman Canada is reading in digital communications, technology and strategy. Fresh links served up Fridays.
How we talk about social media can sometimes be more confusing than clarifying. Velocity of conversation? Share of voice? Earned Media Value? Cadence of amplification? In this week’s edition of Edelman Canada’s Digital Digest we strip away the ornamentation and look at the fundamentals. Just the basics, please!
Interview: How to implement a social media strategy
Companies that use social media effectively have an agreed governance model and clearly assigned responsibilities between and within departments for each aspect of their social media plan. In this Globe and Mail live chat, Michael Brito, senior vice-president of Social Business Planning at Edelman Digital, explains how companies big and small can lay the foundation for social media success.
Globe and Mail: Implementing a social media strategy Read more »
October 21, 2011 in Digital Digest, Our IdeasOctober Season’s Greetings
So it’s mid-October and on my way to work today, I heard my first Christmas ad. While it actually achieved its objective of making me remember the brand, I doubt my incredulity, minor insult and ultimate turning off of the radio was the reaction they were hoping for.
I get it; breaking through the clutter is increasingly difficult, particularly during heavy seasonal promotional periods. And, while we know that reach and frequency are key to the success metrics of advertising, if that parlays into hitting the market with holiday ads in October, I’m not convinced it won’t either just lead to earlier clutter or, as in my case, total alienation of the audience.
October 17, 2011 in Our IdeasDigital Digest: Customers Edition
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
In basic marketing theory, customers are divided by four behaviours: awareness, interest, desire and action. The words may change but the formula suggests that marketers are three times more interested in potential customers than existing ones. As author Seth Godin once sniped on his blog, “customers are traditionally undervalued.” So in this week’s edition of Edelman Canada’s Digital Digest we look at how brands are using social media to learn from, and create value for, their existing customers. Read more »
October 14, 2011 in Digital Digest, Our Ideas
Digital Digest: Measure What Matters
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
Social networks are not great places to expect profits to materialize, argued Bo Peabody in a 2009 op-ed. He knows whereof he speaks: he founded Tripod in 1995, a social networking site that grew to be the 8th largest site on the Internet, but it never made much money and it is little remembered today.
Success is different for every firm, but usually money is involved. This means that marketers and agencies need to be able to take an ingredients list of performance metrics and cook an ROI-flavoured data cake. But in a world of net new fans, sentiment deltas, bounce rates, monthly unique visitors and net positive customer recommendations, it isn’t always clear what measurements are really important.
“We want the right information on demand, without delay, without error,” wrote author and analyst Jonathan B. Spira. “As we add in more information, more systems, and more ways of getting information, what we end up with is something very different.” We can’t spend infinite time measuring infinite metrics, so this week’s edition of Edelman Canada’s Digital Digest will help you measure what matters. Read more »
October 7, 2011 in Digital Digest, Our Ideas
What’s the ELECT team reading today?
In Ontario election news:
- Ontario could face coalition government (Hamilton Spectator)
- Minority government prospect looms (CBC.ca)
- Horwath open to power-sharing pact in Ontario (Globe and Mail)
- Why do Canadian politicians keep ruling out coalitions? (National Post)
- Nail-biter election looms (Windsor Star)
Do you think a coalition government can function effectively in Ontario?
October 5, 2011 in E.L.E.C.T, Our IdeasOntario Election: Online conversation heats up for Hudak
Conversation about Tim Hudak and the Ontario PC party heated up earlier this week after the PC party released a pamphlet that was quickly criticized by many as anti-gay rhetoric.
Outside of conversation surrounding the leaders’ debate on September 27th, Monday marks the single highest number of negative posts discussing Hudak and the Ontario PC party in a single day. Using Meltwater, Edelman E.L.E.C.T. captured and analyzed over 1,300 negative posts on October 3rd, with a significant portion of them being attributed to the flyer.
Interestingly, coming out of the leadership debate, negative posts about Hudak and the Ontario PC party have continued to climb, deviating from what had previously been an average of about 780 negative posts per day. While the Liberals saw an increase in negative activity surrounding and immediately after the debate as well, the number of negative posts attributed to McGuinty and and his party has declined, returning to average levels of about 650 per day.
For the first time in this campaign, there is a significant difference between the amount of negative conversation about the two leading parties. With the latest polls showing the Tories and Liberals in a dead heat heading in to the final week of the election, it will be interesting to see if this issue (or this shift in sentiment of conversation) will be mirrored by shifts in voter intention.
October 5, 2011 in E.L.E.C.T, Our Ideas
What’s the ELECT team reading today?
In election endorsement news:
- Dalton McGuinty’s Liberals the best choice for Ontario’s challenges (Globe and Mail)
- National Post editorial board endorses Tim Hudak for premier of Ontario (National Post)
- Ontario votes our Endorsements (Ottawa Citizen)
- Rob Ford Mum on Ontario Election Endorsements (The Mark)
- Ontario deserves better (Toronto Sun)
- Flaherty inserts himself in provincial election and endorses Hudak (Toronto Star)
