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...
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Posted By
Eric Anderson on 07/27/2010
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...
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Posted By
Eric Anderson on 07/07/2010
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,...
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Posted By
Eric Anderson on 06/14/2010
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...
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Posted By
Eric Anderson on 05/12/2010
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...
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Posted By
Eric Anderson on 04/14/2010
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...
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Posted By
Eric Anderson on 03/24/2010
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 ...
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Posted By
Eric Anderson on 03/23/2010
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...
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Posted By
Eric Anderson on 03/15/2010
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...
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Posted By
Eric Anderson on 03/11/2010
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...
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Posted By
Eric Anderson on 02/15/2010
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