Thursday, December 29, 2011
Monday, December 26, 2011
Why your brand should be on Instagram
Instagram is Apple's app of the year. According to Social Fresh, it's soon going to surpass Foursquare as the largest mobile social network—that is, most of users' activity happens on mobile devices. Early this month, the makers of the photo app, which is available only on Apple devices right now, announced it had 15 million users and that an Android app is on its way.
All of which means it's a pretty big deal. But is there a way to use the app, which applies filters to images to give them a retro look, as a commercial communication tool? You bet there is.
"Its visual immediacy means that it's a great way of really capturing someone's attention," says Katie Moffat, an independent online communications consultant and blogger. "From an organizational point of view, you can show the other side of a business, behind-the-scenes, its people, and so on."
Lots of companies are using Instagram to do just that.
How it's different
Unlike Facebook, which is a "walled" network, Instagram is open to everyone, which makes it easier for brands to connect with strangers, says digital marketing strategist Melonie Gallegos. She calls the site something of a micro-blog for images, given that Twitter is mostly text. However, brands can cross-post their Instagram photos to Facebook and Twitter, she notes.
Unlike Flickr, Instagram is streamlined for mobile, says Moffat. "It's simple and intuitive," she says. "Instagram was built first and foremost as a social media tool used on a mobile platform. Flickr started off as a website and hasn't implemented the community aspect as well."
Melissa Liebling-Goldberg, editorial director at Gilt Groupe, says the app is different from other social networks because it aims to "evoke an emotion" rather than drive traffic to a website. It's about creating a world around your brand, she says.
Brand building
Laura Keesee, an account coordinator at Vantage Communications who blogged about Instagram, points to Starbucks and Burberry, both of which have topped 100,000 followers on Instagram, as brands that are using the tool well. Burberry mostly posts images from fashion shoots and of its new designs, she says. Starbucks asks its fans to take photos of their daily coffee and tag them.
Liebling-Goldberg says her brand has drawn nearly 5,500 followers by trying to "bring the lifestyle behind the Gilt brand to life." For example, a stylish photo of some Christmas lights propelled the brand into the app's "popular" section, with more than 600 "likes" in just about 20 minutes.
Another Gilt photo that really caught people's attention was one of a crystal chandelier in the Fontainebleu hotel in Miami. "We didn't identify where it was. There was a conversation going on immediately trying to pinpoint where it was," she says.
The brand's fans often post photos of their purchases, Liebling-Goldberg says, with thank-yous attached. She says Gilt stays on top of those and regularly thanks its fans back.
Style blogger Hilary Rushford says the app is great for building a personal brand. "For me, it saves any time of having to edit photos and compose a full blog posts," she says. "And for my followers, it gives them what feels like a behind-the-scenes peek at my life, since they know it wasn't edited but just snapped and shared in the moment."
If your brand isn't in fashion or style, you shouldn't shy away from Instagram. Any brand can use it to give folks glimpses into what it does, says Liebling-Goldberg. "Having a consistent aesthetic really starts getting you followers much more quickly," she says. "You want to feel like there's one eye behind it, and you're getting a glimpse into someone's world."
Moffat adds that perhaps the worst thing a brand can do on Instagram is load it up with product pictures.
An example of a company that creates a world very effectively is Red Bull, Keesee says. "You won't find photos posted of product; it's all about the culture and off-the-wall extreme environment they have worked hard to maintain."
Measurement
Moffat says companies shouldn't be too worried about measuring how effective using Instagram is, at least not yet. "Those organizations that are leading the way in social media in terms of really engaging with their customers, are doing so because they understand that sometimes you have to just dive in there."
However, Keesee does recommend one tool that could be really helpful: Statigr.am, a Web-based tool that enables you to view your Instagram feed through a Web browser and conduct searches. It also includes metrics such as how many likes you've gotten, how many comments you've received, and what your top photos are. You can even see which photo filters and posting times get the best responses.
(Image via)http://www.ragan.com/Main/Articles/44163.aspx
All of which means it's a pretty big deal. But is there a way to use the app, which applies filters to images to give them a retro look, as a commercial communication tool? You bet there is.
"Its visual immediacy means that it's a great way of really capturing someone's attention," says Katie Moffat, an independent online communications consultant and blogger. "From an organizational point of view, you can show the other side of a business, behind-the-scenes, its people, and so on."
Lots of companies are using Instagram to do just that.
How it's different
Unlike Facebook, which is a "walled" network, Instagram is open to everyone, which makes it easier for brands to connect with strangers, says digital marketing strategist Melonie Gallegos. She calls the site something of a micro-blog for images, given that Twitter is mostly text. However, brands can cross-post their Instagram photos to Facebook and Twitter, she notes.
Unlike Flickr, Instagram is streamlined for mobile, says Moffat. "It's simple and intuitive," she says. "Instagram was built first and foremost as a social media tool used on a mobile platform. Flickr started off as a website and hasn't implemented the community aspect as well."
Melissa Liebling-Goldberg, editorial director at Gilt Groupe, says the app is different from other social networks because it aims to "evoke an emotion" rather than drive traffic to a website. It's about creating a world around your brand, she says.
Brand building
Laura Keesee, an account coordinator at Vantage Communications who blogged about Instagram, points to Starbucks and Burberry, both of which have topped 100,000 followers on Instagram, as brands that are using the tool well. Burberry mostly posts images from fashion shoots and of its new designs, she says. Starbucks asks its fans to take photos of their daily coffee and tag them.
Liebling-Goldberg says her brand has drawn nearly 5,500 followers by trying to "bring the lifestyle behind the Gilt brand to life." For example, a stylish photo of some Christmas lights propelled the brand into the app's "popular" section, with more than 600 "likes" in just about 20 minutes.
Another Gilt photo that really caught people's attention was one of a crystal chandelier in the Fontainebleu hotel in Miami. "We didn't identify where it was. There was a conversation going on immediately trying to pinpoint where it was," she says.
The brand's fans often post photos of their purchases, Liebling-Goldberg says, with thank-yous attached. She says Gilt stays on top of those and regularly thanks its fans back.
Style blogger Hilary Rushford says the app is great for building a personal brand. "For me, it saves any time of having to edit photos and compose a full blog posts," she says. "And for my followers, it gives them what feels like a behind-the-scenes peek at my life, since they know it wasn't edited but just snapped and shared in the moment."
If your brand isn't in fashion or style, you shouldn't shy away from Instagram. Any brand can use it to give folks glimpses into what it does, says Liebling-Goldberg. "Having a consistent aesthetic really starts getting you followers much more quickly," she says. "You want to feel like there's one eye behind it, and you're getting a glimpse into someone's world."
Moffat adds that perhaps the worst thing a brand can do on Instagram is load it up with product pictures.
An example of a company that creates a world very effectively is Red Bull, Keesee says. "You won't find photos posted of product; it's all about the culture and off-the-wall extreme environment they have worked hard to maintain."
Measurement
Moffat says companies shouldn't be too worried about measuring how effective using Instagram is, at least not yet. "Those organizations that are leading the way in social media in terms of really engaging with their customers, are doing so because they understand that sometimes you have to just dive in there."
However, Keesee does recommend one tool that could be really helpful: Statigr.am, a Web-based tool that enables you to view your Instagram feed through a Web browser and conduct searches. It also includes metrics such as how many likes you've gotten, how many comments you've received, and what your top photos are. You can even see which photo filters and posting times get the best responses.
(Image via)http://www.ragan.com/Main/Articles/44163.aspx
SEAN "DIDDY" COMBS BY @ADWEEK
Sean Combs |
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Sean Combs, aka Diddy, likes to compare himself to Sinatra. He's done it in interviews for years, and in his new ad for Ciroc vodka (see below—it was filmed in Las Vegas to the tune of "Luck Be a Lady"), he uses the video form. But at heart, Diddy is a businessman, and given the variety of his ventures—he’s made millions off film, TV, music, clothing and fragrances—an entirely different public figure comes to mind when fishing for comparisons: Donald Trump. Adweek caught up with the hip-hop mogul to discuss just what his brand stands for and whether he thinks he’s anything like The Donald.
Adweek: Your new vodka ad is set to the tune of Sinatra’s “Luck Be a Lady.” How did the idea for the spot come about?
Combs: The spot that put Ciroc on the map was the first partnership we did with the
Adweek: Your new vodka ad is set to the tune of Sinatra’s “Luck Be a Lady.” How did the idea for the spot come about?
Combs: The spot that put Ciroc on the map was the first partnership we did with the
The theme of this spot is the Rat Pack. What is it that interests you about the Rat Pack?
It's community. It’s the family. It’s the guilt by association. These guys had a taste and elegance, and I take pride in carrying on that tradition.
What do you think your brand stands for?
I think I stand for aspiration. [That] hard work pays off. People from all walks of life and all over the world look at me and know my humble beginnings and know that everything I’ve done has been through hard work. People respect me as a marketer and brand builder.
Like Donald Trump?
A little bit different. He came from money, he was in real estate, he slapped his name on everything. My style is to service my community through entertainment and products.
And you probably won’t be considering a run for president anytime soon?
I definitely won’t be running for president anytime soon. I do not think I would be able to pass the presidential scrutiny test.
You’ve acted and also produced television shows. Any plans for either in the near future?
I have huge plans for both. Twelve months ago, I basically relocated to L.A. I still live in New York, but I’m bi-coastal. I have some major announcements at the top of the year on things I’m producing—an announcement that’s bigger than anyone can realize on something I’m acquiring. And also, films that I’m starring in. I’m looking forward to 2012; it’s a huge transition for me out of music onto the big screen and continuing my legacy as a producer. You know, I’m one of the most successful African-American television executive producers in history. I’ve had six shows on the air at one time. I don’t say that in a braggadocio way. But you should definitely remember this conversation and look back at it and say, "I remember he told me he was going to make some huge announcements."
Can you give us a taste of what those announcements are going to be?
Today is about [the Ciroc ad]. The only other thing I can tell you that I am working on is I have been spending some time in Mexico learning about the art of tequila. I’m a huge tequila fan.
You’re involved in so many different things: vodka, film, TV. What’s the grand plan here?
My dream was that you would wake up in the morning, your alarm would go off, one of my records would be playing. You’d get in the shower and use my shampoo. Then you would get out and use the beauty products. You’d get dressed and put on Sean John [clothing], and then you would go to work. And after work, you would go and change into your evening wear to go out to a club or out on a date and you’d put on Sean John again, spray on another of my fragrances, stop by and have a drink of Ciroc. And then maybe take your young lady out to a movie that I was starring in.
So you want your brand to consume every point in a person’s day?
It’s "how can I follow them throughout the different steps of their day and make the day more entertaining?" But it’s not "how can I get money from them?" Then, if I market it in the right way, you know, it’s like building the right mousetrap.http://www.adweek.com/news/advertising-branding/fast-chat-sean-diddy-combs-137229
Sunday, December 25, 2011
Saturday, December 24, 2011
Thursday, December 22, 2011
Tuesday, December 20, 2011
Monday, December 19, 2011
Sunday, December 18, 2011
Sunday, December 11, 2011
Saturday, December 10, 2011
Wednesday, December 7, 2011
Tuesday, December 6, 2011
Monday, December 5, 2011
Gingrich: Children in poor neighborhoods have 'no habits of working' | All Politics
Gingrich: Children in poor neighborhoods have 'no habits of working' | All Politics: At a campaign stop in Iowa Newt Gingrich said that kids in poor neighborhoods do not have a strong work ethic because they are surrounded by people who are not working.
Sunday, December 4, 2011
Thursday, December 1, 2011
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