Scotch Facts

Written by: Justin Runyon
Bookmark and Share
Bookmark and Share

SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
More than 50 percent of the purchase price of a bottle of whisky in the U.S. goes to federal, state and local taxes.

Your New Favorite Bar:
The Standard Pour – Dallas, TX. A staple on Saturday nights in Dallas’s McKinney Ave. area, you’ll find a very classy atmosphere that’s not too dressy to be unwelcoming but still upscale and date-night worthy. Ordering on weekends can be tough as the bar gets very, very packed, but throughout the week the well-decorated interior and charming outdoor patio area are great places to grab a dram or try one of their signature cocktails which include the appropriately named Standard Pour.

Lagniappe (a little something extra):
Is there a whisky bubble right now? Will it burst? Do your research: http://www.cbc.ca/news/business/scotch-whisky-market-booming-investors-say-1.2677304

Scotch Facts

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, […]

Buzzfeed Is Word of Mouth at Scale

Written by: Tom Edwards
Bookmark and Share
Bookmark and Share

One of the more interesting briefings that I have taken part in recently was provided by Buzzfeed. The rise of native advertising publishers has created a lot of excitement with brands. The level of sophistication and scale provided by publishers such as Buzzfeed cannot be understated.

Buzzfeed Stickers

At it’s core Buzzfeed strives to create content that people want to share. With 130+ million monthly uniques & 50% of users coming from mobile, the easily consumable & sharable content makes Buzzfeed a marketing platform that demands attention.

Buzzfeed Homepage

From a native advertising standpoint, Buzzfeed represents a “closed” publisher. Meaning they own their contextual inventory and brands & agencies will need to partner directly with Buzzfeed to execute programming.

Here is an example of a custom execution tied to the launch of Anchorman 2

Buzzfeed Anchorman 2 feed

What is interesting in their approach to empowering brands is how they strive to align their content offerings with the path to purchase, highlighting their focus on impacting opinion, consideration & preference. This is one of the reasons many CPG brands have chosen to partner with Buzzfeed.

Here is an example of a Bud Light integration

Screenshot 2014-06-12 17.34.21

With the decrease in organic reach for brands, leveraging the reach of platforms beyond owned properties is becoming increasingly important from a social perspective. The key to navigating social beyond simple reach is to continue to focus on creating engaging & sharable content to generate word-of-mouth. Here is a link to my recent whitepaper outlining the shift.

Even with the recent seismic industry shift, consumer behavior is still true to form, meaning consumers are looking to discover, engage and share content. In the new world of decreased organic brand reach, more emphasis and control resides with the consumer to carry a brand message or association forward.

screen-shot-2014-03-21-at-4-25-33-am

There has been a heavy focus on content creation over the past two years. One of the key driving factors was Facebook’s shift towards visual storytelling shift with the revised timeline in March of 2012. This led to new theories and approaches (Many that my team and I created for our Fortune 500 client base) followed by various Facebook publishing garages outlining the new best practices to further segment content hierarchies driven by content themes and pillars to create engagement.

hackathona01c

Sophisticated efforts were made to maximize the impact of content to drive engagement with participants. Now with the recent shift from engagement to a reach and frequency model has/will impact brands approaches to content themes and strategy.

While brands continue to reduce the number of content themes and shift from “reach through engagement” strategies towards the new normal of paid reach, publishers such as Buzzfeed are still able to capitalize on various content themes to drive a connection with their audience. Be it thematics around Emotional, Identity, Informative, Funny, editorial content is crafted to resonate with various audience segments.

Screenshot 2014-06-12 10.21.55

What is very interesting is that Buzzfeed does not target their content, their approach is based on the behavior that consumers will find the content relevant to them. Their mantra is that “Great Content Finds It’s Audience”. This goes directly in the opposite direction of social mega-powers such as Facebook and Twitter where there is an apparent arms race to further target and segment users.

Buzzfeeds approach to advertising is truly an example of contextual native advertising. They are focused on telling a story that is relevant to the audience, involve people emotionally and are not heavy-handed. But one key element to consider is that their content is currently favored within Facebook’s algorithm, even over certain competitors.

Photo Jun 12, 5 07 22 PM

Their approach to editorial content creation mirrors that of a hybrid social & creative agency, where they take into consideration the brand voice, evergreen content and brand pillars and then leverage the branded content activation to create word-of-mouth at scale. Buzzfeed is also getting into the video content creation space by creating custom video content on behalf of brands

Purina Cat’s guide to taking care of your human

Luvs – 9 super cool baby tips

From a measurement standpoint, Buzzfeeds approach to supporting brands is a combination of impressions & social lift. Whereby they guarantee x amount of impressions and incremental shares off of that through a combination of Buzzfeed inventory & social seeding.

Buzzfeed is just one example of an extensive list of open & closed publisher networks. Depending on the type of campaign that is being explored, if creating word of mouth at scale is of value then Buzzfeed may be a publisher to consider.

Follow Tom Edwards @BlackFin360

Buzzfeed Is Word of Mouth at Scale

One of the more interesting briefings that I have taken part in recently was provided by Buzzfeed. The rise of […]

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

Pinterest’s Web Search is About to Get Much More Powerful
Pinterest’s new Guided Search Feature, which the company first unveiled on mobile in April, is coming to the web. Pinterest users will soon see a new search bar when they visit Pinterest.com. The search feature will recommend keywords intended to help generate more specific queries or better search results. For example, searching for “BBQ” on Pinterest might surface other keywords like “wings,” “recipes,” or “chicken.”

Twitter’s Video Hashtags Automatically Add Video to Text
Twitter has joined forces with Visa and Adidas (two World Cup advertisers) to experiment with video hashtagging. When a user types #visa and then a space, they will see a paper clip prompt, which will allow you to attach a video when clicked. Adidas is also testing the feature using the hashtag #allin, which will lead to this video.

Amazon Starts Prime Music
Amazon has introduced an ad-free music streaming service with more than one million songs.  Prime Music, designed to compete with Apple, Beats Music, Spotify, and Pandora, is available to subscribers of Amazon’s $99/year Prime Program.

Facebook Extends Ad Targeting to Web, App Use
Facebook is significantly expanding how it targets ads by including information about the sites that users visit and mobile apps they use outside of Facebook. The social network is taking the controversial step of extending that data collection to include the third-party sites and apps they use to improve the relevance of their own ads. Example: If you are thinking about buying a new TV and you start researching TVs on the web and in mobile apps, Facebook may show you ads for deals on a TV.

Global Social Media

Less Than Half of the Earth’s Population Has Internet Access
The Internet continues to grow at a rapid pace, but there’s still a long way to go in terms of extending access, especially in poor and developing countries. The number of people with access to the Internet is expected to reach three billion by 2015. That’s up from one billion in 2005 — but still just 41% of the earth’s total projected population of 7.3 billion people in 2015. Internet access is of course higher in more advanced economies like North America, Europe, and Asia, and is lower in Africa, The Middle East, India, and parts of Latin America.

Instagram Introduces Advertising in UK, Canada, and Australia
Instagram users in the UK, Canada, and Australia will start seeing advertisements in their feeds. The platform has amassed 200 million users since its launch. Growth outside of the U.S. is particularly strong, with an estimated 165 million hailing beyond U.S. shores.

Noteworthy Campaigns

“Share a Coke” Bottles & Campaign Hit U.S.
Over the summer, Coca-Cola will replace its brand logo on some of its 20-ounce bottles with one of the 250 most popular names of U.S. teens and millennials. In addition, the logos on 1.25 and 2-liter bottles of Coke, Diet Coke, and Coke Zero will be replaced by group names like “Family” and “Friends.” 12-ounce cans will feature nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy,” and “Wingman.” 8-ounce cans will bear the “Share a Coke” message.  In addition, Coca-Cola Freestyle fountain dispensers will offer to consumers who have the Freestyle mobile app the ability to scan a QR code to send a friend a coupon for a free Coke. Also, as part of the campaign, consumers who share Coca-Cola related stories using the hashtag #ShareaCoke will earn chances to be featured on brand billboards across the country and on the ShareaCoke.com gallery.  Starting this week, users can visit the campaign website to create virtual personalized bottles and share them on social media channels.  For those whose names aren’t featured on the real bottles, Coke is launching a national 500-stop tour where people can get customized mini-cans with their names for themselves and a friend.

Headlines & Stuff

Here are some cool things we read about this past week: Pinterest’s Web Search is About to Get Much More […]

Scotch Facts

Written by: Justin Runyon
Bookmark and Share
Bookmark and Share

SCOTCH FACTS

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, with a preference for Scotch whisky, and I consider myself our team’s whisky expert. Weekly I share what I call, “Scotch Facts: Your Weekly Dram of Whisky Wisdom” with my office friends and I thought you might like to see it too. Cheers! – Justin

Whisky Fact of the Week:
Counterfeit Scotch is a big problem for Scotch, estimated to cost the Scotch industry £500 million a year. One of the strangest imitations is made by mixing cane sugar, caramel coloring and a bit of flavoring with whisky.

Your New Favorite Bar:
The Libertine Liquor Bar – Indianapolis, IN. Low lighting, high spirits and a great place to try some of the most interesting cocktails in Indiana. They’ve got a great rotating menu of different things you won’t be able to pronounce (well, most of us won’t) and a very cool vibe that beckons you to just go for it and order something strange. You might meet your new favorite cocktail here. http://libertineindy.com/

Lagniappe (a little something extra):
Apparently we just missed it, but from June 4-6 the very first pub located inside of a crane opened for three days of elevated whisky experience: http://www.thedrinksbusiness.com/2014/06/worlds-first-crane-pub-opens-150ft-in-the-air/

Got any Scotch Facts you want to send my way? Just tweet me @justrunyon.

Scotch Facts

If you know me, then you know I enjoy the occasional cocktail after work. I’m specifically a fan of whisky, […]

The Marketing Arm Digital – June Newsletter

Written by: Larry Weintraub
Bookmark and Share
Bookmark and Share

We published our monthly newsletter today. Check it out below and if you want to see it in all its glory, with working links, click HERE.

June-Newsletter-14

The Marketing Arm Digital – June Newsletter

We published our monthly newsletter today. Check it out below and if you want to see it in all its […]

#SelfieRevolution White Paper

Written by: Larry Weintraub
Bookmark and Share
Bookmark and Share

Say what you will about the term, “Selfie,” but whether you hate it or love it, odds are you are doing it. Not a day goes by where millions of us aren’t snapping photos of ourselves with the intent of capturing the moment or the location using the front-facing camera on our smartphones.  Did you ever wonder why we do it? And, if you are a marketer, are you curious about how your brand or your client’s brand can benefit from this so-called #SelfieRevolution?

Olga Kraineva, one of our superstar account executives at Fanscape / The Marketing Arm Digital, wrote an insightful White Paper that dives deep into the psychology and the marketing case uses for the Selfie.

Download a copy of the #SelfieRevolution White Paper HERE (click ‘Save’ to take it with you).  It’s free, you don’t have to sign up for anything, we just want you to enjoy it and we hope that it helps expand your knowledge on the Selfie!

Say cheese!

#SelfieRevolution White Paper

Say what you will about the term, “Selfie,” but whether you hate it or love it, odds are you are […]

New Name, Same Company + More

Written by: Larry Weintraub
Bookmark and Share
Bookmark and Share

TMADigital

In case you start seeing things come from us touting the name The Marketing Arm Digital, we wanted to make sure that you knew that it was still us.  Same great people, same social expertise, we just added a few more folks and several additional capabilities.  For those of you who know us, you know that we’ve been bringing much more than social marketing strategy and execution to the table for quite a while, so in essence, it’s only the name that is changing.

We’ve been doing social media marketing for nearly 16 years, and we like to think we do it very very well.  Over the past few years, as the world of marketing and advertising has caught up to what we’ve been doing for all of these years, we have worked hard to expand our offerings.  We believe that the consumer is at the center of a brand’s marketing efforts and that there are numerous ways to engage with that consumer digitally in ways that should inspire and not interrupt.

For quite a while now, we have been working very closely with the amazing folks at The Marketing Arm, a Dallas-based Omnicom-owned agency who specialize in delivering big ideas for some of the world’s largest brands. TMA, as they are often known, has enabled us to work on countless amazing projects and together with their mobile / wireless group, their content creation department, their proprietary crowdsourcing platforms, and their tremendous capabilities in digital experiential marketing, we have united to form The Marketing Arm Digital.

So, while you may see the Fanscape name a little less, know that all of the same people are still here, we just have many more now who help us bring more to the clients who trust us with their consumer engagement marketing.

New Name, Same Company + More

In case you start seeing things come from us touting the name The Marketing Arm Digital, we wanted to make […]

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

Facebook Seeks Patent for Tech to Let Kids on Its Network 
Facebook currently restricts users to those over the age of 13. But it now appears that the social network wants to create a new way for young people to join — and still comply with the law.  In a patent application recently made public, Facebook describes a system to let parents authorize and supervise accounts for younger children in compliance with COPPA.

LinkedIn Rolls Out New Design
LinkedIn is rolling out a new profile design for its premium members. The new look includes a larger profile photo and customizable header image that spans the width of the screen. The new look is similar in style to Facebook and Twitter profiles. The new look is only available for premium members currently. The rest of the LinkedIn community will get the new look “in a few months.”

Facebook Rolls Out One-Column Design to All Pages
Facebook has started rolling out its streamlined desktop look for Pages to everyone worldwide. All Pages should have access to the new design by today. Admins accessing their Pages will see a tour of the refreshed design, and can switch to the updated design two weeks after the tour has been viewed.

Pinterest to Launch Self-Serve Ad Auction
Pinterest unveiled its first paid ads last month with a select group of marketers. Now the social network plans to roll out a self-serve, auction-based ad system aimed at small and medium businesses. Unlike the CPM-based ad business it has launched with big brands like Kraft and Nestle, the self-serve auction will take bids on a CPC basis. And while Pinterest has set a high spending threshold for brands to experiment with its “promoted pins” — asking for $1 to $2 million commitments – pricing in the auction will be set by the marketplace.

Google Search Intent Comes to Facebook
Google search intent can now be harnessed for Facebook ad targeting. Advertisers can target people who have clicked on their search ads on Google, Bing, and Yahoo, effectively bringing together search-intent data.  Here’s how it works: Hypothetically, Cadbury could target ads to Facebook users who’ve already clicked on Google ads yielded by searches for “chocolate,” “Easter egg,” and “Easter Bunny” – terms that signify a high degree of interest in their product. Facebook’s demographic and interest-level targeting parameters can also be applied to refine the audience.

Instagram Added 10 New Features This Week
Instagram announced 10 new editing tools this week for both iOS and Android. In addition to new adjustments like contrast, brightness, and saturation, Instagram’s filters have also been tweaked; users can now adjust the filter’s intensity with a slide bar.  Other tools include adjust (crop and straighten photos), warmth, highlights, shadows, vignette, and sharpen.

Global Social Media

Google Introduces an Online Form  to Let EU Users Request the Removal of Outdated Links
The Court of Justice of the European Union (ECJ) ruled last month that individuals should have the right to remove outdated information about themselves from search engine results. The so-called “right to be forgotten” means that an individual should be allowed to request that irrelevant or outdated information is removed from a company’s servers and therefore removed from being publicly available on the web. In response to this ruling, Google has launched an online form which will allow users to submit an official request. 12,000 requests were submitted the first day of the form’s launch.  Google handles nearly 80% of all searches in Europe.

Noteworthy Campaigns

Sephora’s Augmented Reality Mirror
For their latest project, beauty retailer Sephora has teamed up with augmented reality and virtual reality technology company ModFace to launch a mirror that may change the way people shop for makeup.  Sephora’s new mirror will simulate makeup on a person’s face in both real time and 3D. This unique technology tracks a person’s facial features and “applies” eye shadow to your face via a camera’s video stream. Customers can try out multiple colors and textures by tapping the color on the screen and see how it looks from all angles by merely turning their faces.  The product will help the store eliminate the need for tester products and utensils used to apply and remove them. The mirror is currently only available at the Milan store, but should it become a success, it will be placed in locations around the world.

Headlines & Stuff

Here are some cool things we read about this past week: Facebook Seeks Patent for Tech to Let Kids on […]

Digital + Physical = Evernote

Written by: Tom Edwards
Bookmark and Share
Bookmark and Share

One item from SXSW 2014 that has remained relevant for me is a simple package of Post-it notes. These are not just any Post-it’s, they are digitally enabled Post-it’s that integrate seamlessly with Evernote. The simple utility of the integration that allows users to convert physical post-it notes into digital, searchable records inspired me to contact the Evernote team for a briefing to bettter understand how they partner with brands.

Post it

During the course of the briefing we touched on many topics such as their current user base of 100M+ as well as their approach to partnerships and how they are working with various device carriers at the OEM level to ensure Evernote is ever present on the latest devices. We also discussed their focus on physical accessories and partnerships with Moleskin & 3M.

Evernote 100M

Evernote’s approach to creating value is to seamlessly become a part of a users daily routine. An interesting perspective about their user base was tied to the fact that out of 1000 people 999 will use Evernote in a different way. Users leverage Evernote as a way to capture anything important to their life, reuse it or stem off of it. From a brand partnership perspective, the goal is to “engage with customers in the right way”. This means that Evernote does not monetize with an advertising-based model, or data mining.

So if there is not an advertising-based model, or data mining how can a brand partner with Evernote?

The real answer is it depends on the brand. If a brand is looking to buy against the current base with a targeted ad model, that is not feasible. The current partnership focus is tied to the Evernote physical marketplace. This is the core revenue driver for Evernote and fits with their mantra of engaging consumers in the right way and connecting the digital and physical world.

Photo May 22, 2 00 46 PM

I do see opportunities to align Evernote beyond physical goods as their growing stable of native applications such as Evernote Food create opportunities to further connect directly with consumers. One of the most valuable elements to work through as a marketer, especially one focused on shopper marketing and “getting on the list” is the fact that Evernote represents deliberate intent on behalf of a user. The user is taking a specific action to interact and store content.

Photo May 22, 1 58 07 PM

Other core benefits of Evernote, if they ever move towards an advertising-based model, would be to leverage their recent addition of location tagging. Location + Tags open up the possibility to better align relevant targeting of consumers. Similar to Pinterest, a user has to take an action in order to maximize Evernote and there is a deliberate nature to the platform vs. search and retrieval. Having the ability to understand what users are interested in combined with other factors such as time & location could open up opportunities to natively connect with consumers with highly relevant and targeted advertising. But that is an assumption that is built on an advertising model which does not exist to date.

Evernote Atlas

When I think of brand categories that may ultimately benefit from an Evernote partnership CPG brands are an obvious choice. From a shopper marketing perspective “getting on the list” is of paramount importance. With Evernotes efforts to seamlessly convert physical notes into digital lists that push reminders to consumers in addition to their focus on specialized app experiences such as Evernote Food there is a great opportunity to maximize a partnership with Evernote.

Photo Mar 28, 8 03 39 AM

The key to a partnership with Evernote is ensuring that your brand aligns with the vision of the Evernote team and is not a traditional advertising play. They are looking for partners that can add value to their users lives on a daily basis so careful consideration will need to be made when developing a strategic partnership.

Follow Tom Edwards @BlackFin360

Digital + Physical = Evernote

One item from SXSW 2014 that has remained relevant for me is a simple package of Post-it notes. These are […]

Jimmy Kimmel & Tostitos Partner for Hilarious Integration

Written by: Catie Driza
Bookmark and Share
Bookmark and Share

Two weeks ago I shared how much I love when late night shows do clever product integrations.  Following that up, here is one that I love that Jimmy Kimmel did with Tostitos.  So much fun.  (And, full disclosure, while I did pick this because I think it is hilarious, we did have a hand in putting this together). I’ll continue to share these as I see them.

 

 

Jimmy Kimmel & Tostitos Partner for Hilarious Integration

Two weeks ago I shared how much I love when late night shows do clever product integrations.  Following that up, here is […]