What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook?
Nope. It's the brief. Whether created by a planner or a marketer, whether served to an agency or an internal team, the brief is the genesis of any social media activity, whether that's a short-term campaign or ongoing community management. And if you're not achieving your anticipated results, the culprit – underneath all the cultural resistance, resource issues and problematic metrics – is probably that original brief.
Market Research is going through exciting times - mobile, communities, biometrics are just some of the new ways technology is helping us get closer, and for longer, to the audiences we wish to understand.
DIY providers are another "exciting" innovation (more exciting for some than others….) – if you have time, inclination and hopefully ability, it's easy to link up to online access panels, use survey software at a very low cost and reduce the price-per-complete radically. Zappistore, Gutcheck are two of the higher profile DIY providers who are addressing the perception of research being slow and expensive.
Rebecca Newman, Research Executive at MEC, explains how, using Media Z, MEC looked at audience attitudes towards the 2014 Winter Games in Sochi and towards the brands that sponsored them.
The 2014 Winter Olympics were held in Sochi, Russia over 16 days from the 7th to 23rd February. This is the first time that the Russian Federation has hosted the Winter Games. A total of 98 events in 15 winter sport disciplines were held, including bobsleighing, curling, figure skating and freestyle skiing.
We've got a very varied readership here at Warc, with users from 182 nations visiting our site in the past month. With that in mind, we're always aiming to keep our services as international as possible. As a part of this process, this week we have added six new Topic Pages for our subscribers.
Firstly, our old North America Topic Page has been split into individual pages for Canada and the USA, while we've added all-new pages for Italy, France, Germany and the UK. Each of our Topic Pages works as a single-page shortcut that collects together the latest cases, articles and research papers Warc has published for different marketing disciplines, consumer groups, media channels or geographies.
Warc has again teamed up with the APSOTW – or the Advertising Planning School On The Web, to give it is full title.
This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.
We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.
This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.
TrinityP3, in conjunction with Warc and King Content ran a half day seminar on "How to be an effective content marketer". It was a thought-provoking afternoon attended by over 230 marketers. The proceeds ($6,000) were donated to the Charlie Teo Brain Cancer Research Trust.
Last week, I presented a paper at the MRS annual conference with our client, Heinz, entitled ‘Why Heinz knows the Truth is Implicit’. It discussed how we had employed two implicit techniques –based on metaphors and reaction-time – to uncover associations (with a piece of advertising) which conventional explicit techniques could not.
The thrust of our argument was that fast, implicit techniques that discourage thinking and rationalisation are more likely to uncover the emotional ‘truth’ about brands and advertising than those that encourage slow effortful (system 2 if you prefer) modes of thinking. Audience response and subsequent questions revealed a strong consensus about the importance of emotions in building and sustaining brands… until one questioner popped up with a question I hadn’t heard for some years: What is the evidence that emotions drive behaviour?’. My response was along the lines that two decades of neuroscience, evolutionary biology and behavioural economics had built such a strong a priori case for the primacy of emotion, that it was really down to him (or others who share his view) to disprove the hypothesis. I realise now that this wasn’t the best answer and I’d like to have another go at explaining myself.
The Warc Prize for Social Strategy is a search for social ideas (any strategy designed to generate 'earned media') that drive business results. Having just published the 37-strong shortlist, below I've identified some interesting themes explored by these leading entrants. The actual winners will be announced on 11th April in London. Warc subscribers can access the full Social Strategy shortlisted case studies.
This post is by John Drake, vp of brand strategy at Drake Cooper. He blogs regularly on campaign planning.
Not long ago Oprah Winfrey released a swarm of bees into her studio audience. People went nuts. Her fans fell all over themselves embracing the attacking bees as she looked on in delight. It was a sight to see. But it could only be seen on an animated GIF which was brilliantly put together somewhere on the web. The Oprah Bees GIF won top honors at the .GIFYS.
This post is by Danny Groner, manager of blogger partnerships and outreach for Shutterstock
Did you see the recent interview President Obama did with comedian Zach Galifianakis? You probably did since it's been shared all over the place this week, everywhere from tech blogs to political sites. This video hits on all cylinders and, despite some blowback about the role and responsibility of a sitting U.S. President, it's been well-received by the public. But it's also a very important plug for the Healthcare.Gov website. In fact, by the middle of the first day of circulation, it was the leading source directing young people to go sign up for healthcare on the government website.