Archive for June, 2009

A Call To Action: What Facebook Usernames Mean To You

June 22nd, 2009| Posted in Social Media Strategy

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One of the biggest developments on Facebook over the last couple of weeks has been the Facebook Username Landrush – basically a vanity URL for profiles. While this service was only available to Facebook’s top advertisers prior to June 13th, any business public profiles with over 1,000 fans can now apply. (After June 28th, usernames will be available to business public profiles with under 1,000 fans.)

The initial launch of this feature caused such a stir that it was covered on CNN, yet the big question remains – what exactly does this mean to marketers?

Our take is that these custom URLs make it substantially easier for our clients to integrate Facebook into their overall marketing mix. Once upon a time, social networks were viewed simply as another tool to drive traffic to a brand’s main web site. As Facebook’s ability to create brand value in its own right has become increasingly clear, it now makes sense for brands to use their FB presence as a major call to action across email, print, tv, radio, billboards, web, and live events…

In April, Vitamin Water broke new ground by using their Facebook Public Profile as their primary call to action for their multi million dollar campaign around Vitamin Water 10. How will you leverage your brand’s new Facebook URL?

Look for upcoming profiles on how enter:new media’s clients are fully integrating their Facebook presence into their entire marketing mix.

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4 Keys to Online Activation On a Deadline

June 18th, 2009| Posted in Media Relations

MTV

Social media is a great fit for brands looking to building longer-term success across a range of promotions all based on building and nurturing online relationships. But what about a situation where you are starting from scratch and only have a tiny time frame to create big results?

This is just the type of challenge we faced when Coke joined forces with MTV to launch a three-week search to find one lucky fan to work with the MTV News crew at the 2009 MTV Movie Awards. Our team leveraged four keys to successfully drive activation in such a short time frame.

1. Be Creative – One of the first steps is to narrow your focus to identify relevant people to target – but don’t limit yourself to the obvious. We knew the top fans of movies, music, and celebrities would be interested, but our team also decided to go after journalism and entertainment job seekers. Unconventional, but it worked!

2. Know Where To Go – Do your homework to find out where they hang out online to develop a multi-pronged plan of attack. Like all of our activation campaigns, The Coke/MTV project began with a full landscaping exercise to narrow down where we should spend our limited time to maximize our results.

3. Track and Optimize – A tight time frame is no excuse to drop best practices like tracking. This campaign covered a wide range of platforms, including blogs, online publications, message boards, job posting sites- and we planned to leverage an array of targeted strategies: Blogger outreach, Twitter account development, dedicated MySpace page, Facebook outreach, and message board outreach/placement. The real time data we received in terms of where our conversions were coming from was critical for us to quickly focus more and more attention on the platforms and communities that were driving the most success for us.

4. Don’t Be Afraid of Hard Work – Despite having the best tools and a solid plan, online activation simply takes a lot of work. You have to have a smart team that is willing to roll up their sleeves and put in the effort needed to get the word out to the right people in the right way. The result of all this effort? The Movie Awards Insider promotion was a great success, with our team exceeding the client’s expectations driving thousands of applications.

Find our more about this promotion, or how we can help support your next promotion, please contact Emily Sobol.


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Emily Sobol in the Spotlight

June 17th, 2009| Posted in About Us, Social Media Strategy

Digital Mindshare profiles Emily’s career, why she chose enter:new media, and what gets her really excited.

“We truly believe that everyone working at enter:new media, whether on the communications team, or as a producer or designer, is first and foremost a marketer. We all work together, even when we talk to companies or brands about our services. The clients really love that it is all done collectively together.”

Check out the full interview here.

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Why Are We So Focused On Facebook?

June 16th, 2009| Posted in Social Media Strategy

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We are sometimes asked why we place such an emphasis on Facebook as the centerpiece for our clients’ social media strategies. In case you missed it, Nick O’Neil’s article yesterday on All Facebook does a good job of laying out some of the key reasons why Facebook Pages have thoroughly established themselves as the community platform of choice.

Interestingly, this article states that one of the few drawbacks of the platform “is that you can’t customize the design.” This too however is easily overcome with an agency like enter:new media that gives you the ability to not only promote and manage social media programs, but also to create highly customized pages and applications – all through the same team.

Look for examples of custom designed Facebook Pages from the enter:new media in upcoming posts.

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Meeting The Social Media Challenge: Content Management

June 12th, 2009| Posted in Community Management

CI

TopRank’s “Online Marketing Blog” hit on a topic this week that nearly all of our current clients can identify with – the importance of content planning in social media strategy and execution. Social communities demand value from brands in exchange for their time, attention, interaction, and engagement. While there are many ways to deliver value in social media, content is king. Creating content strategies that reinforce brand goals and contribute recognized value to community members is essential. Likewise, it is critical to effectively execute those strategies across multiple social platforms like blogs, twitter, and Facebook.

As this is so often a key factor in the success of social media strategies, we will be sharing more best practices, tips and real-world examples of social media content management with you over the coming months.

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