Conversations that Aren’t about Mel Gibson: the B2B Social Case Study, Part 1 

A couple of months ago, White Horse released the results of our Pulse of Social Media Marketing survey comparing adoption of social media marketing by B2B companies vs. B2C, looking at issues of staffing, management buy-in, and the use of specific tactics. The report got some good pick-up among our marketing blogging brethren, and their individual spins on the results were a veritable study in glass half-full/half-empty interpretation. Ss... Continue...  

Posted By Eric Anderson on 07/27/2010

Hey Internet, Where’s My Jetpack? 

I’ve given up most of my dreams for the future. When I say “the future,” I mean, of course, “The Future,” the grand utopian vision of technological breakthroughs promised to me by the Weekly Reader, back in grade school in, uh, the late seventies. I’ve abandoned my plans to live as a seaweed farmer in my undersea biodome. I no longer expect to be whisked to work on a high-speed moving sidewalk. I’ve had to settle for a temperamental Roomb... Continue...  

Posted By Eric Anderson on 07/07/2010

Raising a Glass to the Death of Digg 

Last week’s report from Compete.com that the social aggregator site Digg.com had lost a staggering one-third of its visitors in a single month prompted many a dirge to be sung to the site’s imminent death. If this proves true, it’s a big damn deal, because sites like Digg are supposed to be going the other direction. As social content proliferates, we desperately need social aggregation/curation sites to keep our collective heads from exploding,... Continue...  

Posted By Eric Anderson on 06/14/2010

Content Marketing: Why We Put Twitter Chocolate into Display Advertising Peanut Butter 

Consumers hate display advertising, right? And consumers love Twitter, right? So what happens when display advertising and Twitter are combined? It’s a question we set out to answer with Mountain Hardwear’s “Packed with Purpose” campaign, which featured an industry first: the ability for consumers to log on and tweet directly in the ad. The results affirm White Horse’s core belief that some of the most powerful uses of social media marketing are... Continue...  

Posted By Eric Anderson on 05/12/2010

Promoted Tweets—Twitter Takes a Page from PPC's Book 

The recent announcement of Twitter’s long-anticipated paid advertising mode, Promoted Tweets, has the digital marketing world, um, atwitter with rumination and speculation, as we marketers tend to flock to new ad formats like a moth to flame. I’m more than happy to get my wings singed a little by joining in the fray. Despite my avowed preference for contrarian positions, I have to concede that at first glance, there’s a lot to like about th... Continue...  

Posted By Eric Anderson on 04/14/2010

How Clicks (Almost) Killed Display Advertising: A Brief History 

The following is an excerpt from Chapter Three of my forthcoming book: Social Media Marketing: A Game Theory Perspective, to be published by Springer in July 2010. It all began innocently enough, with a fuzzy rectangular graphic perched atop a Hotwired.com page on October 25, 1994. The world’s first display ad read, “Have you ever clicked your mouse right here? YOU WILL.”With stunning prescience, AT&T had extended to the Web its popular “Y... Continue...  

Posted By Eric Anderson on 03/24/2010

Nestle's Social Stumble, or, Everything I Need to Know I Learned from Yelp 

The latest news in the Nestle social media conflagration is that the “confectionery giant” (a label that evokes the Stay-Puft Marshmallow Man as a worthy visual metaphor) has summoned its various ad agencies to Switzerland, where they will, presumably over steaming mugs of hot cocoa, have their collective ass handed to them for their failure to avert this crisis.And well they should. Much has been made of Nestle’s tone-deaf response to customer ... Continue...  

Posted By Eric Anderson on 03/23/2010

Emerging Media: SXSW: That One Big Idea 

I think the SXSW sessions are all, in one way or another, talking about the Big Question that hyperconnectivity raises: Are we better or worse off for being so connected? Obviously, the balance of opinion tends toward the positive; this is after all a conference of tech optimists, sponsored by many large technology companies. But there are plenty of warnings mixed in with all the tech optimism—warnings regarding privacy, identity, anonymity... Continue...  

Posted By Eric Anderson on 03/15/2010

QR ME @ SXSW 

QR ME @ SXSWI’m headed to my first South by Southwest Interactive, and I’m excited. Judging from the starry-eyed tales of wonder spun by my SXSW veteran colleagues, it promises to be a veritable Willy Wonka factory of technological marvels, where visions of digital utopia are beamed directly into my brain via the RFID chip that will be surgically implanted at the registration booth. I plan to get there early.I have a book on social media com... Continue...  

Posted By Eric Anderson on 03/11/2010

Where Have You Gone, Al Michaels? A Nation Turns Its Lonely Eyes to You (Woo-woo-woo) 

Like many of my generation, I experienced my peak Olympics moment in 1980, when the U.S. hockey team beat the heavily favored Soviet team in the famous “Miracle on Ice.” During the game, my father was so agitated he couldn’t sit in front of the TV; he stood in the doorway watching out of the corner of his eye, ready to dash out of the room lest the curse of his presence should cause the team to falter (we were Bears fans, and therefore superstit... Continue...  

Posted By Eric Anderson on 02/15/2010

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