By Amy Kean, IAB,
Thank heavens for the research release today, from YouTube, which confirms a sneaking suspicion that I – and the IAB Social Media Council – have had for a while. If a brand enters social media… they should tell the world why they’re there in the first place.
That’s obvious, you might say. Simple common sense, some may tweet. Absolutely – I don’t think anyone actually ever claimed that social media was a form of rocket science – but it still doesn’t happen that often. And that’s because there exists an assumption that hasn’t yet been disproved (until today) that just entering into a conversation is enough, that a ‘like’ or retweet is unequivocally fabulous, and that blogger coverage, without a rationale for why you’ve received it, is sufficient.
This research from YouTube (supported by the IAB) highlights the real need for harder messaging in social media content and advertising, showing that a really quite remarkable 60% of people are not yet existing customers of brands they share or ‘like’. They just like them. Now I’m no Rain Man, but that’s a big number. Read more…
The IAB’s resident Paxman, , interviewed , commercial director at Unruly Media about what makes a successful viral campaign to dispel the myths that surround the area. Steve talks about what results clients are looking for from their campaigns using the Evian case study as a positive benchmark for brands, and what’s makes good creative.
Watch the below video to see the full interview…
Simon Daglish vice president of Fox Interactive Media was interviewed by , senior PR and marketing manager at the Internet Advertising Bureau (IAB) about how to engage with your audience within social media and the importance of keeping them captivated. Simon was asked questions such as; whether it is better to engage the user instead of chasing the last click, do clients still require proof to use social media? and should measurement be bespoke per campaign? He also gave some useful advice for managing friends and fans in social networks.
Watch the below video to see the full interview…
For those of you who think virtual gifts are just something for the kids and hard core gamers you’d be wrong. In this video is interviewed by the IAB’s senior PR and marketing manager who asked questions such as What is branded content? What are virtual gifts and What is the size of growth within this market?
He talks about the prospect of virtual gifts being a new marketing platform for those brands that want to make contact with their hard to reach consumer. He also mentions how virtual gifts are a great way of expressing yourself online to your friends and family on your social networks.
Phil squashed the claim that branded commodities and virtual gaming is just for those hard core gaming types as more and more middle aged house wives jump on the gaming wagon. Games such as Farmville which are easy to play have powerful social elements to them allowing the user to include their friends and at the same time gaining online status.
