The (Colbert) Nation Loves Our Latest Custom Facebook Tab

February 10th, 2010| Posted in Application Development

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For Comedy Central and The Colbert Report, sponsor of this year’s U.S. Olympic Speed Skating Team, the trek of the torch to Whistler, British Columbia brings an opportunity to engage more deeply with their fans.

Colbert and Comedy Central teamed with enter:new media to create a custom Facebook tab to act as the social media headquarters for the show’s “Skate Expectations” campaign.

This custom, updatable application, provides fans access to a curated selection of videos and articles related to the U.S. Speed Skating team, the Winter Olympics and ColbertNation.com. Colbert’s Twitter feed, @StephenAtHome, is woven into the application, affording fans the chance to expand their relationship with the show across social media platforms.

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An Inside Look: Three Facebook Changes that Affect Your Brand

January 27th, 2010| Posted in Social Media Strategy

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Facebook is rolling out a series of changes that  may require swift action by marketers. The disappearance of the “Boxes” tab, narrowing of custom tabs and discontinuation of iFrame use – all likely by the end of February – leave little time for the modifications that will shape how the social media-using public perceives your brand. Unless you’re sticking to out-of-the-box functionality (which means you’re leaving ROI on the table), you have a little over a month to prepare. Read the rest of this entry »

Break the Facebook Boundaries: Rules for Celebrity Profiles

January 19th, 2010| Posted in Social Media Strategy

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Celebrities, spokespersons and other prominent personalities are flocking to Facebook. It enables them to expand their reach beyond a particular media or social venue and connect with existing and new audiences through a channel known both for reach and flexibility … yet many take advantage of neither. Instead, they use default Facebook functionality, which offers little advantage over the average user, let alone other recognized names. So, when enter:new media began to work with international polo star Nacho Figueras on his Facebook presence, we emphasized that there were no boundaries. Forget the confining structures seen by the average Facebook user, we explained, and there is no limit to the fan experience that can be delivered. Read the rest of this entry »

Social Media Impact with a Personal Touch: The Versace Wishlist

January 12th, 2010| Posted in Social Media Strategy

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The luxury market resisted online marketing for years, fearing brand degradation and that additional investment wouldn’t yield a return. Yet, this thinking is changing, quickly. The ubiquity of internet and social media use includes the high net worth market. Skipping the social media space thus means passing on a rare opportunity to engage the core market directly.

Versace decided to get in front of this trend. Rather than enter social media with trepidation, a common approach in the luxury apparel market, this premier apparel and accessories brand worked with enter:new media  to launch an integrated online-to-boutique concierge service to engage its customers through the holiday season, cultivate brand loyalty and infuse a personal touch into the online retailing environment. Read the rest of this entry »

YMI Jeans: A Clear Case for Social Media ROI

January 5th, 2010| Posted in Social Media Strategy

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To promote a brand through social media, sometimes, you have to focus on everything else. When we developed a social media marketing effort for YMI Jeans, it became clear that the target market was looking for more than the new styles and products that our client wanted to sell. To reach its goal, we created an integrated social media environment that used related information to attract likely customers and used it to draw them into a relationship with YMI.

We partnered with YMI Jeans to construct a customized social media presence that includes robust content development and community management for its blog, Twitter and Facebook … as a starting point. Of course, content has little value in front of a limited audience. To increase the value of YMI’s promotional material, we launched a collaborative initiative with musician Pete Wentz and his clothing line, Clandestine, to increase brand visibility, drive sales and attract social media users into an ongoing relationship to use as a foundation for future revenue generation.

For YMI Obsessed, our client’s blog, we conducted an interview with Wentz, using the content to drive membership on YMI’s fan page and to generate activity on Twitter. Proactive media outreach expanded the interview’s online footprint, as several high-profile, highly trafficked blogs picked up the story and made the interview YMI’s most popular blog post. After the initial spike, we found an increase in the traffic baseline, indicating that core readership increased substantially.

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Lauren Merkin: Social for the Holidays

December 2nd, 2009| Posted in About Us

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Lauren Merkin is looking to increase bag sales on their website with a little help from your friends…

In today’s challenging retail environment, brand marketers are looking for creative ways to engage with their target audience in hopes of getting their products added to more holiday wish lists.  Now, new evidence is driving brands and retailers to embrace social shopping. According to a recent article by eMarketer, nearly a third of social network users regularly share their views on products with their friends. This is creating a significant window of opportunity for brands to become a part of the social conversation.

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Lauren Merkin is embracing social media by working with enter:new media to create a branded, custom social shopping experience on their Facebook page.

The new Lauren Merkin shop on Facebook allows users to view items from the Lauren Merkin holiday collection and share their selections with their friends. Unique and customized messaging will accompany the share post and allow users’ friends to provide their opinions and even select their favorites.  For an extra twist, Lauren Merkin even offers a “boyfriend button” designed specifically to show that special someone how to find the perfect gift for you.

According to Lauren Merkin, when approaching social media, the goal was to create a fresh and new online experience. “Shopping for handbags with your friends in a boutique or department store is a fun, social experience. Why shouldn’t that be the case for shopping online? For our Facebook initiative, we wanted to break the grid structure of a typical ecommerce experience, get friends involved, and give it our own unique twist.” The company is even offering an exclusive handbag that can only be accessed through the Facebook page. “We want our fans to feel special,” explains Ms. Merkin.

Versace Live Streams First Red Carpet Event On Facebook.

October 29th, 2009| Posted in Media Relations

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Fan Exclusive Video – LIVE and only on Facebook.

What’s it like to walk the red carpet? How will you handle the rush of paparazzi fighting for the perfect shot of you from every direction? Can you keep your composure as you stride right past the hottest international models, Hollywood A-listers, legendary artists, New York social elites, and even Donatella Versace herself? Thousands of Versace Facebook Fans had the chance to find out via an exclusive live broadcast from the Red Carpet at the Whitney Gala & Studio Party to support Art Unites. Yet another exclusive perk of being a fan of Versace’s official Facebook page.  Check out more images from the red carpet, or watch it on demand.

“Social Media ROI” should not be an oxymoron.

October 6th, 2009| Posted in Social Media Strategy

Remember the old days (2008) when so many brands were trying to decide whether or not to engage in social media?  Today, the hot question on the minds of brand managers is “Now that we are here, how do we measure and increase brand value from these investments?”

According to the latest report from eMarketer.com, most have a long way to go.

Despite widespread adoption of social media, measurement still lags. Only 16% of those polled said they currently measured ROI for their social media programs. More than four in 10 respondents did not even know whether the social tools they were using had ROI measurement capabilities.

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Measuring the success of social media marketing can be difficult, but using a variety of hard and soft ROI metrics is one solution. For example, distributing a coupon via a social network and monitoring its redemption can put a concrete number on social success. And marketers can also assign a dollar value to soft metrics, such as number of fans or followers, to measure ROI.

Unlike many agencies that lead with a creative tool or campaign, we lead with a focus on defining metrics. Creating value in social media is less about one big idea and more about pointing a thousand little ideas in the direction of unified metrics. This is impossible to do without a clear vision of how to define that value upfront.

How clear are you on how social media can and should be used to drive measurable value for your brand?

The #1 women’s online destination arrives on Facebook.

September 21st, 2009| Posted in Social Media Strategy

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iVillage is one of the first and largest communities for women online. Their decision to make the move onto new social media platforms including Twitter and Facebook was more than just a ploy to increase traffic back to their page. The brand is focused on extending its community onto these platforms in a way that creates new value for the business and unique experiences for users.

As Michele Mitchell, VP of Audience Development and Retention for iVillage explains, “For us Facebook is not simply a place for us to advertise, it’s a new platform for us to build our business and extend our community.”

Check out the new iVillage Facebook presence and stay tuned to see how we continue to help this initiative grow to become an increasingly important part of their business.

You’ve never seen a Facebook page that looked like this.

September 17th, 2009| Posted in Application Development

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When you’re creating a social media presence for Versace, you can’t simply design any old Facebook page. It must be a Versace Facebook Page. By combining key social media tools with big visuals, hot runway videos, and meticulously curated experiences, we created a Facebook presence that is, well, very Versace. Perfetto!