Tag: brands

Why Dark Social Matters To Brands

Posted on by Lab Team

Read the original story on: MediaPost

Dark social refers to sharing activity that falls outside traditional ad measurement and analytics—mostly, the content shares that happened on texting, e-mails, and most recently, via various messaging apps. According to a recent Radium One study, 59% of all online sharing is done via dark social channels.

To get a more complete picture of their audience, therefore, it is important that brands consider what integration options are available from social communication providers themselves. Making use of the data and analytics available without compromising users’ privacy and security, and aligning insights with existing analytics, is a good way to conquer the oft-neglected “dark side”.

Vimeo Debuts New VOD Network For Web Publishers

Posted on by Lab Team

Read the original on: WSJ Blog

Vimeo is rolling out a new Vimeo On Demand Publisher Network, a collection of websites that will use Vimeo’s technology to build custom video-on-demand libraries for online publishers. Early partners include The Atlantic, CBS Interactive, and TEN: The Enthusiast Network, who will also employ Vimeo’s payment system, which enable video rental or purchase.

Why Reddit Is Diving Into Podcast

Posted on by Lab Team

Read original story on: Fast Company

Thanks to the viral popularity of Serial, podcasting has been enjoying a revival as a digital medium as of late, and several brands have been reaching out to its newfound audience. The latest to get onboard is Reddit, the self-proclaimed front page of the Internet, with an official podcast named Upvoted that discusses popular Reddit posts. Whether they can successfully turn the random musings and personal anecdotes that dominate Reddit into captivating audio storytelling remains to be seen, or rather, heard.

 

Oscar Mayer Launches Bacon App

Posted on by Lab Team

Oscar Mayer debuted a new experiential campaign to give bacon lovers the chance to wake up to the sound and smell of bacon in the morning. Called “Wake Up and Smell the Bacon,” the app is a combination phone app and iPhone dongle that completely takes over the phone’s alarm: the dongle plugs into the headphone jack to release bacon smell when the alarm sounds. Fans won’t be able to purchase the device, however; Oscar Mayer is only making a limited number of dongles, and fans apply for a chance to win one by taking a quiz on Oscar Mayer’s website. The contest runs through April 4th, and is another example of creative, experiential design creating a buzzworthy concept working well for brands. 

Facebook marketing boot camp

Posted on by Lab Team

Facebook marketing camp This month the Lab attended a kind of Facebook marketing boot camp, where members of the Facebook team guided us on best practices for integrating Facebook within brand marketing plans. The opportunity is much larger then capturing a portion of the 250 million Facebook users as customers; it’s also a prospect for new ways to be innovative in our marketing.

Most of the conversation of the day centered around two ways you can use Facebook to market your brand: engagement ads and Facebook pages. But the team did talk a bit about what’s new on the popular site. For instance, they are starting to put demographic and geographic targeting into action: Targeting keywords from status updates and users birthdays are new features.

Continue reading “Facebook marketing boot camp”

How brands can avoid a reputation crisis

Posted on by Lab Team

iStockThis is part of our best-of 2008 series, previously featured on our newsletter, Advance. Social media offers brands the prospect of engaging in open and honest conversations with customers, and brands are embracing this opportunity by creating communities of their own. Unfortunately, negative buzz is a potential downside to these efforts. Jupiter Research found that although only 12 % of consumers post negative comments on these sites, negative UGC creators can be highly influential.

Choosing to ignore the conversation will come at a cost: Negative reviews or complaints can mean lost business. According to a London School of Economics study, just a 2% reduction in negative word of mouth boosts sales growth by 1%. Negative commentary is inevitable, so marketers may well benefit from developing a strategy to best respond to negative buzz. While there is no way to stop negative comments entirely, and it is impossible to think that a conversation in social media can be controlled, there are a few best practices that can help to protect your brand. Brands can improve their reputation by first listening, and then responding. Social media monitoring is critical to containing negative buzz. Conversation monitoring tools such as radian6 allow you to identify who is talking, listen to what they are saying, and track the spread of negative buzz. Continue reading “How brands can avoid a reputation crisis”