Archive for February, 2010
Windows 7 Launch Rides the Wave of Social Engagement
Thursday, February 25th, 2010
When you’re Microsoft drumming up buzz about your biggest product launch in recent history isn’t all that hard. The challenge, even to one of the largest, most-known brands in the world comes when you look at that buzz and decide what to do with it. In this latest case, the Windows 7 OS launch, Microsoft and the Windows team linked their goals of creating awareness with new consumers, engaging existing consumers, and building advocacy and empowering champions by monitoring and engaging in the online communities where today’s consumers live out their lives: Facebook, Twitter, YouTube, blogs, and forums specifically.
Laying the Groundwork
While the excitement around the campaign drove large quantities of engagements, the Windows Team was out for months before launch, building support and creating lines of communication in the communities. The study lends weight to the practice by noting that the Windows Outreach Team was able to scale to fit needs during the natural product lifecycle.
Through the LookingGlass
With the addition of Microsoft’s own tool, LookingGlass, the group was able to not only monitor volume and sentiment around the launch, but also create an information loop as the chunks of info from Facebook, Twitter, YouTube, Flickr, blogs, and forums were streamed to their tool for all to see on their Social Media Hub. For the first time during a major product launch, Microsoft fans and critics alike had a near real-time look at the information their fellow Web colleagues were discussing and were able to jump into the conversation themselves.
The Case Study
Wrapping Up
For more information, visit Marty Collins’ blog – Marketing Today.
*Full Disclosure: Microsoft Corporation is a client of Spring Creek Group
I Didn’t Write This, My Personabot Did
Wednesday, February 24th, 2010
Last night’s SMC Seattle event at Swedish was one for the history books, or one for the future books, depending on how you look at things. The social media Twitterati were out in force, yet again, to sell out another SMC Seattle event which featured Gartner analyst Adam Sarner. Sarner’s talk focused on how the Web will look in the future as it relates to CRM – definitely an intriguing topic given the crowd on hand.
Basing the majority of his talk on Maslow’s Hierarchy of Needs, Sarner wove a tale of a Web-filled future where Personabots (automated, personality infused, self-learning, self-replicating, virtual representatives that will be used as a tool for facilitating life events) do our bidding in the virtual world, thus enhancing our actual lives in the meat space. Sound a little like the Matrix? My favorite example was a person sending out 10,000 Personabots on 10,000 speed dates to find women that the man would be compatible with. Sign me up— that’ll cut my bar tabs significantly.
If you can get past the actual thought of thousands of Rons running around the virtual world, the leap to a future where online personas become testing and learning grounds for not only how we as humans live, but how businesses and brands interact in that future environment the possibilities open right up. Sarner spoke a bit about how brands would interact with Personabots in these virtual environments and take on characteristics of those Personabots they come in contact with by using the example of someone noticing a tennis racket in the back of someone’s car and using that as a conversation starter. Much in the same way, Sarner sees these virtual brand ambassadors taking stock of traits, likes, and dislikes in Personabots and using those characteristics to communicate in the virtual world. When you think about it, it’s basically what Facebook is doing when serving you ads already except it’s you, not your Personabot who sees the ads.
We try not to make wide-sweeping generalizations about what we think the future of computing and the Web will look like (we’ll leave that to Gartner), but you can bet we’re pretty excited to send our Personabots out into the wild virtual world to go skydiving.
Also, for those of you born in at Swedish (or have had a child there), you can join the Swedish Facebook page just for you: http://www.facebook.com/swedishbabies. Our very own Aaron Graham is a Swedish baby, so you’ll soon see him sporting his t-shirt.
Again, and we can’t say it enough, a big thanks to the SMC Board and Swedish for making this happen. After getting a chance to try out the Da Vinci robot, we’re trying to write a business case for buying one for the SCG offices. We’ll let you know how that goes.
For a snark-free look at the talk, check out Veronica Sopher’s post Jeramy Rich’s post on the SMC Seattle site.
Local company PM Photobooth was on hand to take wacky pictures – Aaron obliged.
100 Million People Taking Facebook on the Road
Wednesday, February 24th, 2010
We’ve all seen the stats that texting while driving has similar effects to your vehicular dexterity as downing a case of Kokanee (a nod to our Canadian friends up the road). But maybe we’re not actually texting. Is it possible we’re all Facebooking?
A few weeks ago, Facebook announced the following:
“Today, we hit another milestone…with more than 100 million people actively using Facebook from their mobile devices every month. This usage happens on almost every carrier in the world and comes less than six months after we announced 65 million people on Facebook Mobile.”
Some marketing teams still have giant whiteboards with doodles, where they are “strategizing” a Facebook road map for the next 12 months. But, isn’t it high time marketers stop thinking about Facebook as a Web site, and instead focus on how it will follow you around everywhere you go? I agree with Mediapost’s David Berkowitz, who says the following:
“The safe bet is in time that the mobile user base will nearly mirror the overall user base, and that most of its usage will derive from mobile users. Facebook is in an especially strong position to benefit from the mobile boom, as mobile measurement firm Ground Truth noted this month that 61% of mobile Web pageviews are served by social networking sites.”
So here’s the question for the marketer who still has a 2008 Social Media Strategy in 2010: Do I need to catch up, or can I just jump ahead to mobile? Starbucks and their 5 gabillion Facebook fans may be an inspiration to Fortune 500′s across the nation, but maybe the smarter move for large laggards is to skip the whole catch-up game and join the mobile party. Meanwhile, SMBs may want to investigate hyper-local, location-based mobile social media strategies.
It won’t be about ads popping up on your mobile Facebook page, but a tighter integration with PayPal and potentially some partnerships with folks like Whrrl, Foursquare, and Gowalla, could allow you to buy a beer for your friend at a bar, while you sit in a movie theater across town. Or, you could order a Sounders jersey while your friend is at the game, and have him pick it up at the souvenir stand.
So, fear not brave marketer. If you missed the original social media wave in 2007, look at the 100 Million Facebook users on mobile devices, and realize you get a second shot at the growth curve.
An Open Letter to Mr. Ochocinco
Tuesday, February 23rd, 2010
Dear Mr. Ochocinco,
Recently you asked your followers to come up with a Twitter contest idea for your road trip from Miami to Vegas to see some of the current shows. Well rather than one, I’m giving you seven. All I want in return is a seat on that bus.
Bengal Tiger Look Alike Contest – Dress yourself up as a Bengal tiger and send a Twitpic of yourself to @ogochocinco.
OCNN Sign Challenge – During sports game, fans create anagrams of the TV stations that are televising the games to get shown on TV (e.g. ABC – Always Bet on Chad). Make your OCNN sign and send it to @ogochocinco, include #PutMeOnOCNN.
Chad’s Next Fine Challenge – We all know that Mr. Ochocinco gets fined during almost every game. Come up with an idea for his next finable stunt and send it to @ogochocinco, include #DearMrGoodell.
I Can Run Faster Than an Animal Too Challenge – Mr. Ochocinco ran faster than a horse on national television, can you out do him? Send us a link to a video of you winning a feat of strength or speed against an animal and send it to @ogochocinco.
Vegas Idol – Send @ogochocinco a link to a video of your best Vegas show audition. The prize is a trip to Vegas after all.
Dream Road Trip Contest – If you could do anything on a road trip from Miami to Vegas what would it be? Send your itinerary to @ogochocinco.
Ochocinco Me – Chad Johnson changed his last name to something that embodies him – Ochocinco. If you changed your name, what would it be? Send responses to @ogochocinco and include #85ME in your tweet.
Sincerely,
Andy Wentz
@frenchtron300
Outreach and Engagement Lead
Join Our Team: Social Media Analytics Program Manager
Monday, February 22nd, 2010
The Analytics Group at Spring Creek is looking for the right person to join our team as Social Media Analytics Program Manager.
The ideal candidate for this role will have experience managing a team of Analysts to provide cutting edge Online Brand Equity tracking, Online Social Media Campaign Reporting and Online Social Media Audience Research Programs for fortune 1000 clients. It is expected that all candidates for this position possess a high level of skill in using online research tools such as; Visible Technologies, Radian6, Nielsen Buzz Metrics Google Analytics, Atlas, Omniture, Webtrends, Comscore, Quantcast, @plan, Forrester, Jupiter, etc to quickly turn unorganized online and social media data into a clear, cohesive and logical insights.
A good fit within our team will be a high energy individual with a laser-like focus for measuring, manipulating, qualifying and quantifying client and industry brand, product and campaign user generated content and industry specific data “out there in the social web.” This includes content such as online video, mobile advertising, tweets, forum posts, mobile apps, facebook apps, widgets, blogs, social networks, and content from other social media sites.
Key responsibilities include:
- Client facing role for the Analytics Group: The Analytics Program manager is the primary client contact and relationship manager for a given client, industry vertical or domain. He/She develops analytics program strategy based on knowledge of digital media, client goals and expectations, the client’s position in the market, and what levers will drive success. He/she works with the Analytics Practice Head to assist in the production of new business pitches, presentations, POV’s and SOW’s as needed.
- Domain Specific Program Manager . The Program Manager will manage a team of Analysts to extract maximum value from our licensed technology online research tools and partnerships with companies such as; Visible Technologies, Radian6, Nielsen Buzz Metrics , Meteor Systems, Scoutlabs, Twitter etc.. This role will oversee and manage the “packaging” of client specific reporting and analysis, providing guidance to Analytics Leads (AL’s) on the interpretation and analysis of client brand, audience and campaign level data, and then working with the AL’s on packaging and provisioning that analysis into a narrative that illuminates the insights for clients.
- Lead Qualitative Analyst. This role is also in charge of client specific or industry specific qualitative research and analysis and will manage the use of independent contractors to deliver value added ad hoc or client specific online customer and audience research, on topics such as; customer feedback, visitor opinions; influencer identification, meme identification, etc. to help deduce “why” people feel, say or do something on, in or around the social web.
This is a full time position and reports directly to the Analytics Practice Head.
Social Media by the Numbers
Friday, February 19th, 2010 
Blogs, the long-suffering workhorses of the Internet, are often thought of as an excellent way to communicate with others online. However, a “blog post,” when used to convey one’s opinion, comes with one inherent flaw: it requires the use of words, and words alone can simply not be trusted.
Fortunately, in the entire history of the world, numbers have never been used to lie or deceive any one in any way. That is why, periodically, we like to take a look at “Social Media by the Numbers” in order to cut through the empty rhetoric often present in the busy world of social media and get down to some serious and objective truth.
- Percentage of journalists in a recent study who say social media is an important tool for producing and reporting the stories they write: 56%
- Number of unique visits to Twitter.com in January: 73.5 million
- Minimum number of Olympic athletes who dislike NBC’s Olympic coverage, according to NBC.com’s own “Olympic Pulse” Twitter feed: 1
- Dollar amount of voucher offered to filmmaker Kevin Smith following his removal from a Southwest Airlines plane for being “too fat” to travel, which prompted a backlash via Twitter: $100
- Percentage of people, according to a CNN.com poll, who agree with Southwest Airlines’ decision: 58%
- Minimum number of photos of 9/11 hijackers that have been appropriated for Facebook advertisements regarding changes in Michigan’s auto insurance policy: 1
- Number of incarcerated individuals’ Facebook profiles that British Justice Secretary Jack Straw has requested be shut down, due to the fact that these profiles are being used to harass the individuals’ former victims: More than 30
- Altitude, in feet, which Toshiba UK launched an “ordinary living room chair” for an ad campaign: 98,268
- Number of class action lawsuits filed against Google due to privacy concerns over their new Google Buzz application: 1
- Percentage of social sharing on the web driven by Facebook: 44%
- Number of Facebook’s new environmentally-friendly “green data centers” that will be partially powered by coal: 1
- Breakdown of our emotional reaction to the “new social statement site” pleaserobme.com: 70% amused, 30% terrified
PRSA Luncheon – Following Up
Wednesday, February 17th, 2010Thanks to all who attended the PRSA Luncheon today. It was a great panel and we’d like to extend our appreciation to our fellow panel members, Melissa Tizon from Swedish and Ricardo Rabago from PCC.
Also, as with most of these events, the great content comes out when the audience starts firing questions, so for that we thank you.
Below is the deck Clay presented during the luncheon for your reference.
We look forward to interacting with and collaborating with you all in the future.
Community Organization Spotlight: Northwest Harvest
Tuesday, February 16th, 2010
Haulin' Oats
We don’t like to toot our own horn that much here at SCG (I know, and we call ourselves a social media marketing agency – the nerve), but yesterday we got the opportunity to do something really great. Nearly the entire Spring Creek Group crew drove down to the Northwest Harvest warehouse in Kent and spent the morning bonding and preparing bulk food items for distribution to deserving Washington families.
Like I said, this isn’t about what we did; it’s about what can be done. If you wish to volunteer time with Northwest Harvest you can visit the Volunteer section of their Website at http://www.northwestharvest.org/Volunteer/Volunteer.htm. Northwest Harvest also works with groups on larger-scale opportunities and has a separate application for those opportunities. Groups can visit http://www.northwestharvest.org/Volunteer/Group_Volunteer.htm to fill out the application. We worked with Stephanie Davison to set up our volunteer time and she was great!
Also, be sure to check out Northwest Harvest on the social Web by visiting their Twitter and Facebook pages.
Northwest Harvest at a Glance
Northwest Harvest is Washington’s own statewide hunger relief agency, which provides a successful and cost-effective model for getting nutritious food to those who need it. Knowing that good nutrition is key to health, Northwest Harvest is committed to providing the freshest, most nutritious food possible to their clients and does all of this with more than 93% of their budget going directly to food distribution.
For more information, visit http://www.northwestharvest.org/
We’re Hiring – Marketing and Research Mgr
Friday, February 12th, 2010Spring Creek Group is hiring again, and we have a pretty specific job description. If you have all these skills, send an email to Andy with a resume and links to published material. Please include the subject line: “Marketing and Research Manager” so we know you read our blog. (Please no follow up calls.)
Job Description: Marketing and Research Manager
Spring Creek Group is recruiting a talented individual to assist our Marketing and Business Development activities, specifically focusing on Marketing Communications, Research and Content Development. This opportunity requires someone who is highly organized and detail oriented, computer and Internet savvy and skilled in Social Media Channel development. The ideal candidate will have passion and experience publishing across multiple channels, contacts across the industry, and ability to cultivate a community of partners in order to raise Spring Creek Group’s regional and national brand awareness. This position will report to Spring Creek Group’s Marketing and Business Development Department Head.
Overall Role & Responsibilities:
• Support the Marketing and Business Development Department Head and Business Development Director, working closely with other department staff to create and publish relevant, interesting and timely information that can be syndicated in national publications and for individual case studies.
• Manage the Spring Creek Group editorial calendar; working with all of the Spring Creek Group content creators on daily channels such as blogs, as well as developing industry leading reports and analysis for national publication.
• Utilize listening and monitoring technology tools in order to research and collect timely data for reports.
• As a member of the national advertising and Social Media Community, be the company’s first-look into emerging trends in Social Media; identifying ideas, information and opportunities about behaviors in syndicated video sites/applications, mobile, widgets, blogs, social networks, and other social media.
• Speak at, and attend, local and national Panels and Conferences, serving as a representative of Spring Creek Group to relay case studies, strategies, and insights.
• Work with the Community Managers from Spring Creek Group’s Partners to develop shared content, leverage connections, and cultivate new industry contacts.
• Work closely with Spring Creek Group’s creative team to develop video and audio content, including interviews, and animated marketing materials.
• Develop ideas and presentations for pitching SCG attendance on industry panels.
• Work closely with management on the campaign building process, including set-up and participation in brainstorming sessions.
Requirements:
• Strong written and verbal communication skills and a proficiency in Microsoft PowerPoint, Word, Excel, & and other Windows based applications. (Proficiency in Adobe Photoshop, Camtasia Studio and other creative tools a plus.)
• At least 3 years of professional experience in a similar position and/or related field.
• Experience developing presentations and speaking on industry panels.
• Contacts and connections within the national Social Media and Advertising Communities.
• Proven background with a variety of Social Media Channels for personal and/or corporate brand development.
• “Can-do” enthusiastic attitude.
• Ability and willingness to travel for short periods of time if necessary.
The Real Winner of the Super Bowl: Google
Wednesday, February 10th, 2010It’s undeniable that the Saints and the people of New Orleans were the real winners of Sunday’s Super Bowl XLIV, but there was also a different battle being waged— not on the gridiron, but in 30 and 60-second intervals between stints of athletic prowess – the commercials.
Yes, the storied Super Bowl commercials were out in full force again this year, aiming to bring laughter, thought, and that sudden urge to reach for one’s wallet through the TV screen and into the real world. Where typical Nielsen ratings and surveys drop off, the world of social media will step up to fill the data void.
Using Radian6, we tracked Tweet volume of the top brands using a combination search of “Super Bowl” + “Brand Name” and here’s what we found . . .
Click to Enlarge
Chatter surrounding Google’s first-ever television venture, dubbed “Parisian Love,” overshadowed that of even the second-place finisher, Doritos, which ran more than four ads total during the game. Brands such as Audi, Bud Light, GoDaddy.com, and others saw continued success via the buzz and heightened talk around their brands in the weeks leading up to the Super Bowl. One advertisement that got a good deal of attention around the Web but didn’t translate into quite as much of an actual reaction on game day was the Focus on the Family 30-second piece featuring Heisman Trophy winner/ Florida quarterback Tim Tebow and his mother Pam Tebow.
Looking at brand mentions on game day, we were able to expand beyond Twitter to blogs, forums and other social sites to pull in brand mentions from a wider spectrum. The numbers collected go on to back up their heightened ranks in the Twitter mentions and show that those ads deemed important enough to tweet about were also important enough to be shared through other social media tools. The numbers broke down like this:
In order to see how the discussions moved through other social media channels, we widened our search for a period of 72 hours after the game and found some interesting aftershocks that we attribute to a second wave of users seeing and talking about the ads.
Click to Enlarge
Likewise, you can see the downstream effects of social sharing in the number of brand mention and YouTube video views for some of the most-popular ads. The Super Bowl ad game isn’t just a one-time impression number in the days of YouTube, Twitter and Facebook, but instead is a game of staying power and resonance with users.
Audi clearly benefitted from the long-tail discussion of their Green Police spot in the days following the Super Bowl as it jumped in the rankings and pushed Tebow’s Focus on the Family spot off the top five.
So, while the Saints may have taken home the Lombardi Trophy, Google can sit back and enjoy their social Web win with their first foray into television advertising. Not only did they see the largest volume of Tweets the day of the game, they also saw the largest aftershock in the following days. In fact, for every tweet mentioning Google since the Super Bowl, they also received .7 discussions via blogs – that’s a pretty good rate.
So– well done, Google. But we already can’t wait for next year . . . who knows, maybe the answer to “Who Dat?” will be the Seahawks.
