April 19, 2008No Comments

ON: A Surge of Consumer Generated Media

"The user-generated content movement is no longer a fad."

According to this report from eMarketer, the number of
consumer-generated media creators is expected to rise from 77 million
in 2007 to 108 million in 2012. Concurrently, consumers of CGM are on
the rise.

There were 94 million users/viewers/listeners of CGM in 2007,
and that number is predicted to reach 130 million in 2012.

Read

ON: A Surge of Consumer Generated Media via @jpenabickley

July 27, 2007No Comments

ON: Consumer Generated Advertising


  Consumer Generated Advertising 
  Originally uploaded by joannapenabickley

Coming home from a dinner with team Bickley (-2) we spotted what I think was a great ad - using effective media - for the Wolf Pack's music. 

This band has gotten what most MBA's do not get.

They even had a call to action - take note big brands, if they are using the medium better than you are - then you will not remain a big loved brand for long.

So yes, this is just another piece of wallpaper - but they are using 360 to get my attention.  not bad music either!

ON: Consumer Generated Advertising via @jpenabickley

July 27, 2007No Comments

ON: Consumer Generated Advertising


  Consumer Generated Advertising 
  Originally uploaded by joannapenabickley

Coming home from a dinner with team Bickley (-2) we spotted what I think was a great ad - using effective media - for the Wolf Pack's music. 

This band has gotten what most MBA's do not get.

They even had a call to action - take note big brands, if they are using the medium better than you are - then you will not remain a big loved brand for long.

So yes, this is just another piece of wallpaper - but they are using 360 to get my attention.  not bad music either!

ON: Consumer Generated Advertising via @jpenabickley

June 9, 2007No Comments

ON: Coke + Faithless = Visual Poetry

Coke has done it again... this one is hot! Coke + Faithless = Visual Poetry

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Visually simple.

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entertaining animation and music

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Easy to navigate - Awe and Inspired

Visit the site at: http://www.faithless.coca-cola.com/html/start.html

ON: Coke + Faithless = Visual Poetry via @jpenabickley

January 31, 2007No Comments

ON: Nike’s The Second Coming Mashup

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For a marketing trend to be legit, Nike jumps on board and makes it legit, letting everybody else make mistakes before it swoops in with its gigantor marketing team and victorious hear-me-roar worldview.

To illustrate, they improved on Dove's decent but docile Real Beauty campaign, not just representing imperfections but embracing them with manic ferocity, even writing little manifestos about the merits of thunder thighs - which would be crazy-lame if done by anybody else but Nike.

So it's apt that they call their take on consumer-generated ads "The Second Coming”.
And instead of begging for whatever you can pull out of your tushi  (a method yielding only ironic or lackluster <http://tinyurl.com/lvok7> results), they've wrapped an iron fist around the potential outcomes.

With footage featuring all-stars like Bryant, LeBron and Nash, users can manipulate the order of the clips and choose a version of a hand-picked theme song, The Second Coming by Juelz Santana and Just Blaze.

Stringent much? Hell yes. Nike's careful about the brand appropriation beast. While such controls get frowns from zealous consumer-is-king marketers, the swoosh goddess didn't become an ideology powerhouse for nothing.

Users can download their mash-ups or disseminate them on mobile phones.
No promises of ad spots here. This is less a consumer-generated ad thing and more an interactivity-with-the-brand thing. And these days, we like that somebody has the discipline to hold fast to their position.

Visit this site - http://www.nikemashup.com/

ON: Nike’s The Second Coming Mashup via @jpenabickley

January 16, 2007No Comments

ON: Jet Blue

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JetBlue jumps in to the consumer generated video.  Consumer powered media network,” has announced a partnership with JetBlue Airways to launch a new “consumer affinity website.”

The brand invites JetBlue customers to share their stories about personal experiences with the low-cost airline.  This campaign does point towards the fact that user-generated content is continuing to grow in the minds of marketers and a may end up as a cheaper way to advertise.

Check out the site at: http://www.jetbluevideo.com/

ON: Jet Blue via @jpenabickley

January 5, 2007No Comments

ON: Major Marketers’ Sites Attract Millions, Influencers

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Some of those boring corporate websites are pulling in more eyeballs
- and more influencers - than the flashy primetime TV shows, print
magazines and general interest sites on which those very marketers
advertise, according to AdAge (via MarketingVox).

Part of what's driving the traffic to the
sites is good-old web display advertising and email pushes. Such
packaged-goods marketers as Procter & Gamble and Unilever
don't sell many products directly online, and their low-cost,
low-involvement brands tend not to be the object of search queries -
and therefore search-driven traffic. Yet the websites of P&G and
Unilever now reach nearly 6 million and 3 million unique visitors,
respectively, in the U.S. each month, according to ComScore Media
Metrix.

Recent research by VNU's Nielsen BuzzMetrics found that 33 percent of creators of consumer-generated media
(in the form of video or blogs) also provide email feedback to
companies or brands via their websites, and 13 percent participate in
brand or company blogs. Their engagement with corporate and brand sites
is well above the norm for the general population.

"Visitors to [corporate and brand] websites have a much higher propensity to recommend products," said Pete Blackshaw,
chief marketing officer of Nielsen Buzzmetrics, whose research shows
more than 40 percent of people who give a brand email feedback are
likely to recommend it to others.


Related stories:

ON: Major Marketers’ Sites Attract Millions, Influencers via @jpenabickley

January 5, 2007No Comments

ON: Major Marketers’ Sites Attract Millions, Influencers

Picture_16

Some of those boring corporate websites are pulling in more eyeballs
- and more influencers - than the flashy primetime TV shows, print
magazines and general interest sites on which those very marketers
advertise, according to AdAge (via MarketingVox).

Part of what's driving the traffic to the
sites is good-old web display advertising and email pushes. Such
packaged-goods marketers as Procter & Gamble and Unilever
don't sell many products directly online, and their low-cost,
low-involvement brands tend not to be the object of search queries -
and therefore search-driven traffic. Yet the websites of P&G and
Unilever now reach nearly 6 million and 3 million unique visitors,
respectively, in the U.S. each month, according to ComScore Media
Metrix.

Recent research by VNU's Nielsen BuzzMetrics found that 33 percent of creators of consumer-generated media
(in the form of video or blogs) also provide email feedback to
companies or brands via their websites, and 13 percent participate in
brand or company blogs. Their engagement with corporate and brand sites
is well above the norm for the general population.

"Visitors to [corporate and brand] websites have a much higher propensity to recommend products," said Pete Blackshaw,
chief marketing officer of Nielsen Buzzmetrics, whose research shows
more than 40 percent of people who give a brand email feedback are
likely to recommend it to others.


Related stories:

ON: Major Marketers’ Sites Attract Millions, Influencers via @jpenabickley

January 4, 2007No Comments

ON: Social Media & Buzz Metrics

Last year was a watershed for social media, with millions of people
creating and sharing their own media on sites such as MySpace, YouTube,
and Flickr and turning away from traditional one-way media such as TV, radio
and newspapers. But for the proprietors of these new media sites,
there’s one very big problem: How do you make money off that popularity?

The conundrum for social media is that if you try to commercialize
that user-generated space, it loses its allure for the user who wants
to be in control. But for research companies, there’s no conundrum —
just a good niche to exploit for juicy data. One company stepping into
that niche is Nielsen BuzzMetrics, an amalgamation
of three other companies — BuzzMetrics (word-of-mouth marketing),
Trendum (linguistic analysis) and Intelliseek (enterprise search)—
which merged last year under the Nielsen/VNU umbrella. The idea for
Nielsen BuzzMetrics is to measure buzz in social media such as blogs,
forums and usenet groups and then package that data for corporate
clients.

Marketers at companies such as Toyota, Sony and Coca-Cola have
tapped BuzzMetrics to tell them what people on social media sites are
saying about their brands and products. If they can gauge and nurture
this buzz, the marketers hope to eventually turn positive buzz into
sales. But building buzz online has its pitfalls, as various companies
from Wal-Mart to Sony have found with the recent fake-blog scandals in which marketing blogs posed as fan-generated content and were outed by the blogosphere.

Using that site, I checked out the way the conversation about Saddam Hussein’s execution
changed over the past weekend, as the cell phone video leaked out to
various blogs. You can also compare trends like the number of times
bloggers mention “mother” vs. “father” (mom always seems to double up
on dad, with a spike in both mentions around Christmas).

Fun facts aside, the ground is shifting mightily under
the feet of corporate marketers, who need to follow changes in online
opinion even before a product comes to market. One recent pilot project
for BuzzMetrics combined grocery sales of certain foods with the online
buzz around trendy diets. Not too surprisingly, people were talking
about low-carb diets for months before sales of such foods actually
went up at the cash registers.

Read more about more on this topic at http://nielsenbuzzmetrics.com/mouthpiece/index.html

Or read more of
Mark Glaser's piece at: http://www.pbs.org/mediashift/

ON: Social Media & Buzz Metrics via @jpenabickley
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