Why Twitter Matters

Can the fledgling microblogging service become a social media powerhouse to rival giants like Facebook—or will it be gobbled up?

BusinessWeek, May 15, 2008 — t's easy to laugh at nonsense on Twitter, the microblogging rage. "My nose is leaking," writes someone called Zapples, "so imma go to sleep now.…" But I've heard lots of similar drivel (and even produced some myself) on the phone—an important technology if there ever was one. The key question today isn't what's dumb on Twitter, but instead how a service with bite-size messages topping out at 140 characters can be smart, useful, maybe even necessary. Here's why I'm looking. In the last few months, the traffic on Twitter has exploded, growing far beyond its circles of bleeding-edge tech enthusiasts and hard-core social networkers.

What Accountants Can Teach You About Using Social Media†

H&R Block Cast a Wide Net With a Campaign That Included Profiles, Videos, Twitter and Widgets

Advertising Age, May 14, 2008 — Tax software isn't the first thing that comes to mind when you think of marketing in social networks or on YouTube, spaces dominated by movie trailers and goofy viral videos. But H&R Block proved that it, too, can be successful in the space, but it's about matching content to the social community and then making that content valuable to consumers, said Amy Worley, director of digital marketing for H&R Block.

C Suite Favors E Media, Study Finds 'Business Elite' Embracing Online

MediaPost Publications, May 13, 2008 — America's business elite, the so-called "C suite" that run our country's medium and large size businesses, are changing their personal media habits and spending much more of their time online. That may come as little surprise given the corresponding shifts that have taken place in the consumer population but the new findings, released this morning by global market research giant Ipsos, provides tangible proof of the impact digital media is having on one of the most difficult to reach, but most important media targets of all.

Ogilvy, Dove Miss Chance to Turn Bad Press Into 'Debate'†

If They Wanted to Be Word-of-Mouth Marketers They Should Have Been Listening

Advertising Age, May 12, 2008 — The latest Dove controversy epitomizes the ad industry's struggle to reinvent itself as a participant in an ongoing conversation rather than an old guy with a megaphone barking orders to people who no longer follow them.

Ogilvy's work for Unilever's Dove brand has been a poster child for this conversion. Here was a campaign that used traditional one-way stuff such as TV spots, banners, billboards and magazine ads but did it in a way that encouraged and facilitated debate everywhere from Oprah's studio to the smallest blog.

Red Robot Helps Crocs Take a New Path†

Branded Online Travel Guide Provides a Platform for Footwear Maker

Advertising Age, May 7, 2008 — To pierce through the ad clutter and really engage your consumers, offer a service, not an ad.

That, in a nutshell, is the logic behind Cities by Foot, a new travel-guide website unveiled today that provides high-definition video presentations of local shops and restaurants in different cities, devised by entertainment and marketing agency Red Robot for its client, footwear maker Crocs.

Is Your Consumer Using Social Media?†

Nine Profiles of Who Your Targets Are and Where They Might Be Online

Advertising Age, May 5, 2008 — Raise your hand if you believe social media is an important way to build a brand. Now raise your other hand if you're still not sure how to do that properly.

Most people probably have two hands in the air right now. Put them down; your cubemates think you're crazy.

While marketers may not be spending huge marketing dollars on social media yet, they know they should be using it to reach consumers.

Charles Schwab Reaches Out To Gen X With Resourceful Site

MediaPost Publications, April 29, 2008 — Fifteen years ago, members of Gen X were perceived as slackers stuck in dead-end McJobs with a cynical view of the future. Of course, time marches on, and now they are pursuing careers, having children and thinking about retirement... says Ilkay Can, director of acquisition for Charles Schwab. "They know they want to focus on their finances, and they know they need to get started saving--they just need a little help."

Marketers Turn Vacant Storefronts In Mall Into Ad Venues

MediaPost Publications, April 29, 2008 — Don't look now, but high vacancy rates are forcing the local mall to turn lemons into lemonade. Property managers are converting vacant store windows into high-tech digital ad displays, creating a new ad medium that's considerably less depressing than soap-covered windows or "This space could be yours!" banners.

Saturn Brand Expands Orbit With Its Own Social Network†

Online Community Pulls in 1,200 Members in Its First Three Weeks

Advertising Age, April 28, 2008 — The General Motors Corp.'s Saturn brand has always been built on the concept of community. Now it's creating one on the web.

The auto brand has begun a social-networking site, ImSaturn, which has pulled in 1,200 members in its first three weeks. Saturn originally expected to attract 1,000 people in six months. "Our estimate," said a spokesman, "was a little off."

How-To: Using Twitter to Build Brand Integrity

MarketingVox, April 23, 2008 — Enterprise blogging has been lauded for its ability to "humanize" a company and make distant executives feel available to ground-floor customers. Twitter can serve the same purpose much more quickly.