Segmentation - Case Study: Why Targeting by Level of Engagement Works Company: WikiaContact: Becca Wright, VP of Marketing SolutionsLocation: San Francisco, CAIndustry: Gaming and Entertainment, Collaborative (Social) Publishing B2B/B2C: B2CAnnual revenue: ConfidentialNumber of employees: 130 Quick Read The words "engagement" and "hypertargeting" are on everyone's lips, but what happens when you combine the two? Gaming giant Bethesda Softworks found out when it ran a diverse campaign on Wikia that captured the interest of core, active, and casual fans. Challenge In the months leading up to the holiday season, video-game makers unleash the biggest titles of the year. Bethesda Softworks, maker of popular titles Fallout 3 and Rage, knew it was releasing the next chapter of the Elder Scrolls saga into a crowded, competitive market. Specifically, Bethesda's goals were to do the following: Break through the clutter of fall gaming launch season Drive pre-order sales Build awareness among the M18-34 demographic Connect with core, active, and casual fans Campaign Trivia
webfluenz - Social Media Intelligence. Listen, Monitor and Engage with social media & real-time web. Sophisticated social media monitoring tool. Five Ways to Ruin Your Content Strategy and Guarantee Its Failure Content marketing. It’s what’s for dinner—or if not, it should be—for organizations, large and small. But successful content marketing requires more than just faithfully writing a blog post or posting a YouTube video weekly. For content marketing to be effective, most organizations need to create different types of content consistently and constantly. To ensure all that content works in concert, not just now but in the future, your content marketing efforts need to be implemented according to a comprehensive content strategy. I recently interviewed Razorfish senior content strategist Sarah Beckley about the five most common (and success-sucking) content strategy mistakes she sees many organizations making. Not realizing every message that goes out the door counts as content. your hero. Download the MarketingProfs Content Marketing Success Stories guide today for stories about brands that do content marketing right. (Photo courtesy of Bigstock: Young Student Upset)
Why Big Consumer Brands Have Yet to Tap Pinterest's Potential The Modern Media Agency Series is supported by IDG. According to a 2011 survey by IDG Research Services, IT buyers prefer to interact with peers and tech bloggers mainly on Twitter and LinkedIn. As might be expected, mobile use is widespread throughout the day and night. And the interest in video may surprise you. Learn more in this infographic… The image-sharing site Pinterest has experienced meteoric growth since its launch in February 2010. All of these statistics should be very encouraging for brands — there's a very captive and engaged audience on Pinterest — but why, then, aren't you seeing some of your favorite big brands on the site? Determining Fit Certainly, there are plenty of brands actively pinning, such as HGTV, Kate Spade, Whole Foods and Etsy — and their audiences are sizable. In a strategic move, some brands have flocked to Pinterest to access the predominantly female audience — women comprise about 82% of active users on Pinterest, according to Google Ad Planner.
Six Ways to Prepare Your Brand for Social Media's Visual Revolution As social media continues to evolve, one reality is coming into focus: Brands are becoming more visual. One indication is the emergence of new kids on the block, such as the image-driven social network Pinterest. Another is the recent updates to more established social platforms, such as Facebook's Timeline. What's clear is that brands without a solid visual vocabulary will be left behind. "Visual" can be a loaded word. What does that mean? Social Media Changes That Favor Visual Brands First, consider the following updates and launches of social platforms over the past year that enable brands to make a significant visual impact. Pinterest Depending on what you've read most recently, Pinterest is either one of the fastest-growing social networks (it grew 52% in February alone according to comScore)—or it's just another shiny new thing. Instagram Though not making nearly as many waves as Pinterest, Instagram is quickly becoming a cult favorite. Facebook Timeline Twitter, Foursquare, and Google+