Porsche Social Media Backbone of its Digital Strategy

For Porsche social media is not just an additional tool in order to connect to online-savvy audiences, it’s the backbone of their online strategy

Porsche is mining the always-on sensibilities of social media to encourage fans to share and consume content from one integrated platform, which is www.porsche.com . Porsche is using content curation tool Storystream to steer this efforts, building microsites that give fans a holistic view of what’s being said about certain car launches of campaigns worldwide.

Porsche Social Media Backbone of its Digital Strategy“We do not believe in a linear progression through a virtual funnel, but recognise that each customer chooses their individual path to form a purchase decision. We thus believe that Porsche must understand the specific needs of the customer in his individual situation and listen to signals he/she is sending in order to cater the right content at the right point in time. In order to work in this context, every bit of content needs to be responsive,” Porche’s digital marketing and dialogue manager and Deniz Keskin told The Drum.

To accelerate the plan, Porsche is encouraging its agencies and ad tech vendors to get tighter to companies like Google, Facebook and Twitter in order to create content that fuels business goals. It’s an approach the car maker tries to balance with what it hopes are more agile ways of working directly with its marketing partners so that it can respond to communication challenges.

“Social media is more than an efficient and speedy way of communicating to a (primarily) younger target group. As a luxury manufacturer, we see more and more of our actual customers in that space,” said Keskin. The discipline is used to hit three key goals; building additional awareness for Porsche’s communications, amplifying the conversation around through brand ambassadors and listening to conversations that could become early signals for business issues.

“This is why we regard Social Media not only as an additional tool in order to connect to online-savvy audiences, but as the backbone of our online strategy,” said Keskin.

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FTC Social Media Endorsements Guidelines

FTC endorsements guidelinesEndorsements and reviews are big in social media, they can be effective decision making tools for consumers if they are truthful.  the FTC published endorsement guidelines to help brands and businesses stay out of trouble

Suppose you meet someone who tells you about a great new product. She tells you it performs wonderfully and offers fantastic new features that nobody else has. Would that recommendation factor into your decision to buy the product? Probably.

Now suppose the person works for the company that sells the product – or has been paid by the company to tout the product. Would you want to know that when you’re evaluating the endorser’s glowing recommendation? You bet. That common-sense premise is at the heart of the Federal Trade Commission’s (FTC) Endorsement Guides.

The Guides, at their core, reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading. An endorsement must reflect the honest opinion of the endorser and can’t be used to make a claim that the product’s marketer couldn’t legally make. Continue reading

Is Your Website Mobile Friendly?

Is your website mobile friendlyIs your website mobile friendly or not, if it is not, you will want to know about April 21st

We’ve all heard and laughed at Geico’s commercial “Do you know what day it is”, April 21st is not hump day but if your website is not responsive (aka friendly to mobile devices like smart phones, I pads and other tablets) it’s the day Google will start penalize your rankings Continue reading

Disclosure Is The Key

us-federal-trade-commission-logoRecently an advertising agency learned a hard lesson about social media promotion: Disclosure is the key.

The FTC recently settled with Interpublic’s Deutsch LA advertising agency and  Sony over claims the companies engaged in deceptive marketing during the launch of Sony’s hand held PlayStation Vita gaming console.

The lesson should not be lost on any marketer.

According to the complaint, one of the agency’s assistant account executives sent an email asking the agency’s staff to help promote the PlayStation Vita ad campaign by posting positive comments about the console on Twitter using the hashtag #gamechanger.

Deutsch LA employees posted tweets promoting PlayStation Vita without disclosing their connection to the agency or Sony.

According to the FTC these tweets were misleading because they didn’t reflect the views of actual consumers-users.

Agencies have to exercise a lot of caution when talking about a client’s work on social media, though best practices in that area aren’t always well codified, said David Berkowitz, chief marketing officer at digital agency MRY.

“This will be a wake-up call for agencies in terms of how they communicate work they have in market and what they encourage employees to do,” Mr. Berkowitz said.

It’s not the first time the FTC intervenes against agencies for deceptive marketing and it’s not likely to be the last and they will not stop at tweets.

The FTC is clear o that matter (and further clarified recently), marketers when they post on social media must disclose and consideration whether financial or in products and must disclose their connection to the agency, client or marketer.
What that means is that the poster must disclose if they work for the agency or the brand, they must disclosed if they have been paid or received free products or have received the service for free as a consideration to write and post about the product or service

In social media more than any other form of PR or advertising transparency is the key to keeping regulators at bay, to ensure brand integrity and to keep consumers trust.

4 Reasons Industrial Marketers Should Adopt Social Media

industrial marketersEven if studies have shown that, so far, industrial professionals have been a relatively passive social media audience, their presence and social media usage is far from negligible.

In a recent study, “2014 Social Media Use in the Industrial Sector,”  IHS GlobalSpec found that 44% of technical professionals spend more than an hour per week on social media for work-related activities.

The study indicates that technical professionals maintain social media profiles on LinkedIn (74%), Facebook (61%) and Twitter (17%).

In addition, 47% of them spend time on LinkedIn reading product or industry news while 26% research suppliers.

69% of technical professionals with a Facebook profile follow businesses or groups within their industry and 38% research or read work-related content.

These statistics are far from negligible and show that industrial marketers need to take a serious look and consider integrating social media in their marketing mix.

The return may not be immediate and as high as their other more traditional marketing initiative but the potential is there for those who get early on on the bandwagon.

  1. At a time when traditional marketing vectors are crowded and customers/prospects are bombarded with messages and ads, social media is still a relatively virgin territory in industrial markets
  2. Social media allows them to find, identify, reach influencers like industry analysts, consultants and other industry thought-leaders
  3. Through social media they can connect and build relationships with influencers
  4. Social media is the medium of choice of the new generations, reaching them is key to future growth

Mothers With Children Under 5 Most Active on Social Media

moms with young children are often more active on social mediaA new analysis from Experian Marketing Services found that moms with children under the age of 5, are often more active on social media, more likely to shop using mobile devices and more open to engage with brands across digital touch-points than consumers at large.

Moms with young kids represent a highly active and digitally sophisticated segment of consumers who are eager to connect with brands and share their experiences through multiple platforms Continue reading

Nine Excellent Free Cloud Generators

Cloud generators can be a fun way to create graphics, they can also help you insure that your content is on target and will be seen as such by search engines.
Cloud generators will transform your text, be it blog post, web page, resume or PR release into a visual image of your content helping you visualize keywords and their weight. and letting you literally see if your content is on target

Wordle

Wordle is a toy for generating “word clouds” from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text. You can tweak your clouds with different fonts, layouts, and color schemes. The images you create with Wordle are yours to use however you like. You can print them out, or save them to the Wordle gallery to share with your friends.

tagCloud generator

This can generate your tag clouds in html and flash online with just a few steps in downloadable form.

ImageChef

With tool, you can create a different styled and shaped word cloud and send to your friends etc as a post card.

ABCya

A word cloud is a graphical representation of word frequency. You can type or paste text into the box showing on their home page and press the arrow button to view the word cloud generated. The appearance of a word cloud can be altered using the graphical buttons above the cloud. It is also easy to save and/or print the cloud by simply pressing a button. This is specially designed for school kids.

Tagul

Tagul is designed for web masters who want to place nice clouds on their web pages. Tagul clouds have numerous advantages against ordinary text clouds like custom fonts, cloud shapes, colors, etc. and thus Tagul clouds have much fancier look. Tagul clouds are more entertaining for your web site visitors provide better user experience.

Word Cloud

ToCloud is an online free word cloud generator that uses word frequency as the weight. Hence, the generated word cloud of a page gives a quick understanding of how the page is optimized for certain words. ToCloud is also smart enough to extract phrases and works much better than most other word cloud generators on the web.

WordItOut

WordItOut lets you transform your text into word clouds. You can then save and share them, so everybody can find and enjoy them.

Tagxedo

Tagxedo turns words like famous speeches, news articles, slogans and themes, even your love letters into a visually stunning word cloud, words individually sized appropriately to highlight the frequencies of occurrence within the body of text.

TagCrowd

TagCrowd is a web application for visualizing word frequencies in any text by creating what is popularly known as a word cloud, text cloud or tag cloud. It specializes in making word clouds easy to read, analyze and compare, for a variety of useful purposes.