First Network, Then Cable, Now There's 'Social TV'†

Networks Try to Hold, Build Audiences With Facebook and Twitter

Advertising Age, November 16, 2009 — TV has for decades aimed to deliver water-cooler moments, from "Who Shot J.R.?" right on through to the return of Dr. Izzie Stevens on "Grey's Anatomy" last week. What TV hasn't been able to do is keep hold of its audience once people move from watching these shows to talking about them — until now. Using new social-media tools, producers are trying to build up their old-media offerings and beef up their audiences for advertisers.

Big Pharma Finally Taking Big Steps to Reach Patients With Digital Media†

Highly Regulated Industry Slowly Mobilizes With Blogs, Twitter, YouTube

Advertising Age, May 11, 2009 — Big Pharma is lumbering into the digital realm, using a growing chunk of its $4.7 billion DTC dollars to reach patients and prescribers on blogs, Twitter and YouTube.

What might be considered a yawn-worthy move into new and social media is nothing short of a revolution for the highly regulated pharmaceutical industry, and the mobilization is happening everywhere: Johnson & Johnson keeps a respected and popular blog;

How Harley-Davidson Drives Mobile Marketing, Facebook†

Brandweek, April 29, 2009 — For decades, Harley-Davidson has been singled out as one of the strongest brand names—in an exclusive circle of cult brands including Apple and Mini. But how does the marketing arm of the Milwaukee, Wis.-based manufacturer drive sales leads into its 650 independent U.S. dealerships? And how has the brand parlayed its audience’s rare offline devotion into an interactive marketing success story?

How Marketers Tap Facebook and Twitter, Apps and Widgets†

Digital Marketing Guide: The Social Web

Advertising Age, March 30, 2009 — Isn't the entire web social these days?

To an extent, yes. If 2008 was the year everyone — and their grandmas — joined a social network, then 2009 is the year those networks' social graphs spread their tentacles beyond their borders to other sites across the web. Already it's common for many sites, including major news sources and entertainment properties, to have commenting and sharing features. So we admit the social web is a pervasive concept. But there are several interesting newer developments at Twitter and Facebook, as well as in the widget space and the app world.

Woman to Woman, Online

New York Times, August 14, 2008 — Heather Armstrong’s wickedly funny blog about motherhood, Dooce, is more than just an outlet for the creativity and frustrations of a modern mother. The site, chock full of advertising, is a moneymaking machine — so much so that Ms. Armstrong and her husband have both quit their regular jobs.

Offer Consumers a Meaningful Service†

Understand What Your Target Needs, Deliver It and Stick With It

Advertising Age, July 28, 2008 — It's just common sense that if you give a little, you'll usually get a little in return. But to paraphrase President Harry S. Truman, that (inadvertent) font of marketing wisdom, "If common sense were so common, more [marketers] would have it." Marketing is nothing more or less than an exchange of value. The better the value the marketer provides, the more time and attention they'll usually get back from their target. If the value delivered by the marketer is exceptional, then the consumer will pay back the marketer with loyalty and brand evangelism in good times and bad.

Brands Get Social for Olympics†

Brandweek, July 22, 2008 — With the Olympic Games just a month off, some brands are looking to extend their sponsorships with social media programs.

Lenovo has created 100 athletes' blogs in an attempt to align itself with some less mainstream sports, such as field hockey and modern pentathlon. It gave the athletes laptops and video cameras to chronicle their preparation for the games.

RadioShack Brings the Big Picture to Facebook†

Brandweek, July 10, 2008 — RadioShack is turning to social networks to raise brand awareness among younger consumers. The company this week partnered with Facebook to launch an application called MyMosaic, which forms multilayered mosaics from users' pictures.