Archive for the ‘Marketing’ Tag
Back in July/August of 2008, Huggies launched an ad campaign aptly called “Geyser,” which featured a young father carrying his son into a bedroom for a changing, and then, well, being “hosed” down by a “geyser” of, well, you get the idea. The commercial was a hit online, and according to an article by BrandWeek, published in August of 2008, the ad received 1.3 million aggregate views on sites like “YouTube, Spike and Meetup.com.”
As of late, the commercial has reappeared on cable television as well (initially I thought it was a Superbowl advertisement, which caused me to research the ad– I hadn’t come across it online). While researching the ad, I not only came across the initial advertisement, but also a “mockumentary” entitled, “Inside the Diaper.”
Today, Forbes published an article on the “Top Twitter Celebrities”– featuring the names of both online and offline stars. The lists, which are broken down into two categories: Celebrities (10 on this list) and the Most Influential Twitterers (10 on this list). The two lists feature a total of two women: Britney Spears and Tina Fey– both in the celebrity category. The parent Twitter article also features a link to The Web Celeb 25, a list which features only one woman– Heather Armstrong.
Let’s take a quick look at Forbes’ selections for females: in one corner, we have a pop-princess (who doesn’t actually tweet herself– her “people” do it for her– we know because they sign the tweets) and a comedian, who tweets sporadic, but funny messages. As a whole, these women neither define the product nor the “active”demographic that Forbes was going for.
According to a Time article, back in August 2008, Twitter’s userbase was rougly 63% male, and 25.9% of the site’s users are between the age of 35-44. (Be sure to read Time’s article for great demographic information on the types of people who use Twitter– it’s not who you’d think).
Back in July I bought my first place– a purchase that has completely changed the way I shop. Now, instead of only perusing stores and websites for jeans, tops, and accessories, I find myself checking out the home section too. I’m excited by looking at paint swatches and watching HGTV’s “My First Place” and seeing how others “pull it all together.” And right now, I’m also quietly obsessed with Pottery Barn.
Pottery Barn‘s website is pretty robust– they have a “Style House” section that features videos, design tips “for every room,” design tools, and heck, they even have a “furniture facts” section– where you can learn about your new sectional. But what their site lacks is a community element– something that surprised me. Continue reading
I’ll be up front about my age: I’m 24, and some of my most formidable childhood memories surround technology. I clearly remember crafting my first AOL screen name in 4th grade and finding ways to manipulate new technologies to my advantage before people really understood their repercussions (Napster, anyone?). I’m what they like to call a “digital native”– binary is mixed evenly with my DNA, and I thrive on new technology.
Perhaps that’s why I’m so perplexed by Twitter and it’s counterintuitive ways.
Sure, I’ve blogged about it before. Who hasn’t? It’s all the rage, and hey, who wouldn’t be– it’s quickly becoming more “mainstream”– it’s being mentioned more and more often by celebrities, major news sources, and even TV shows, so it’s no surprise that sooner or later a larger portion of the technically savvy population will jump on the Twitter bandwagon. As of 01/01/09, there’s an average of 1:4 stories on Google News about Twitter: Facebook. That’s a fair amount of “hype.” And oh, hey, look at that– at the bottom of a Twitter news search on Google, Facebook comes up as a related search term. Ironic.
Hopefully all the “hype” will help the Twitter team develop a feasible business model that is sustainable and provides a non-invasive way of making money of their audience– BEFORE they truly become “mainstream.” Because let’s be honest– no one wants to stay a “start-up” for forever. Case in point? Tonight/yesterday/the past day’s “hash-tag” chat session on Twitter.
It’s my understanding that it all started with a simple post by Warren Whitlock on his blog, where he encouraged users/readers to “Subscribe to this blog, follow me on Twitter and watch my twitter stream and the hash tag #Happy09for more on the Happy New Year Gift giveaway.” Seems simple enough. Hash tags (#happy09) are common trending tools on Twitter, and are a great way to see what’s going on within the Twitterverse. A quick visit to search.twitter.com shows you a sidebar with the current trends to the right.
If you’re bored, or interested, you can follow one of the trending topics by clicking on the hyperlink and watching the conversation within the search window. Or, if you’re a more avid trender, you can use a tool like TweetGrid or TweetChat— both of which will track and refresh the conversations/trends you’re interested in.
As to be expected, most conversations move at a relatively slow to moderate pace. However, this wasn’t the case with the #happy09 hash tag– instead, the conversation moved at a lightning fast pace, reminiscent of old AOL or Yahoo! chat rooms– long before the bots invaded them, and before people truly understood the technology and talked aimlessly at random people.
The ambiguous hash tag had an incredible viral propensity– users quickly followed one another,and shared their wishes for the new year. In turn, their followers inquired about the #happy09 tag, and started using it themselves, and the conversation grew to exponential proportions.
I read the #happy09 messages for quite a while– participating some of the time, but most of the time, noticing trends. There were a lot of moms tweeting, a lot of moms who homeschool their kids, and quite a few people using Twitter to creatively network. I saw one woman using it to find potential employees, another woman using it to help another person find a job (she’s a recruiter, the other person was looking for a new position), a networking event, and several people promoting their own skills/trades/abilities to a broad audience. I even saw “rival” trending tag (they were #4 at one point in the day/night), #tcot using the #happy09 tag to promote their interests. (By the way, all of this made me ecstatic– I love seeing technology being used to connect people in meaningful ways).
Oh, what a viable marketing opportunity this would have been for Twitter, TweetGrid or TweetChat. The number of impressions on the #happy09 tag is clearly quite high, and any advertiser would have probably had a pretty successful click-through conversion rate on any number of ads within any of the platforms. And to think, if Twitter were to take it a step further and would index/register each Twitter user’s tweets with Google for crawling, the amount of page returns/searches based on each tweet and potential ad could be phenomenal.
There are plenty of instances where hastags don’t take off the way that #happy09 did, but it doesn’t mean that Twitter couldn’t find a way to monetize them. Companies like Coke, Pepsi, etc could pay to “own” these hash tags, and configure a “boomerang” type tweet that is enabled any time a user mentions these brands or uses the hashtag or the product name in conjunction with a few other key “buzzwords”– this would set off an automatic ad “retweet” or the “boomerang” effect, where the user would then see an ad within their interface pertaining to that specific product. With the right algorithm, that’s targeted, contextual marketing at its best.
Until Twitter comes up with a clear monetization strategy, they’re going to continue to miss out on opportunities like tonight, and they run the risk of growing too large and running too “clean” (aka ad free) of a site before they make the change, and will end up just like Napster and AOL. A has been.
Flip.com, a Conde-Nast creation has announced that it’s closing its doors today. The site, which was targeted towards teens and tweens, and encouraged users to make online photo albums/scrap books is officially shutting down on December 16th.
If you have anything on Flip.com, now’s the time to save it, or pull it down.
The recession/economy not only kills jobs, it kills creativity too.