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If social search continues to evolve in Google and Bing, the absent half of Facebook’s data in each index will become ever more apparent – and costly.
We’ve assembled a short guide to URL shorteners, and set the table for future discourse on where their impact will most be felt in 2010: social media analytics.
Don’t advertise on social media sites. Lets be honest, advertising is about persuasion while social media is about empowerment ” service as opposed to solicitation. The difference boils down to consumer confidence – advertising and marketing messages are inherently persuasive and rightly perceived as biased whereas word of mouth messages naturally build (or diminish) confidence without perceived bias. Granted, the value of good advertising in social media or any other environment is in its ability to spark inspiration and need, emotion and thought; from those things that make up everyday life.
This week the CMO Council released a survey of 400 marketing executives finding that only 16% have any way of regularly monitoring their companies’ online word of mouth. When you consider current and projected rates of creation and consumption of online word of mouth (UGC, CGC, etc), it becomes quite clear that most marketers continue [...]
British Airways’ launch of OpenSkies presented a unique opportunity to counter the prevailing public perception of airline ambivalence towards passengers. An opportunity OpenSkies have capitalized on through innovative use of social media and community marketing – working with Web Liquid to develop and launch a corporate blog and engaging travel community influencers directly to spread [...]
New York/Paris – 7 May 2008 – OpenSkies, the new premium airline from British Airways, has appointed Web Liquid to develop and manage its digital marketing in New York and Europe. OpenSkies, a wholly owned subsidiary of British Airways, has filed for regulatory approval to launch transatlantic flights this summer.
“Web Liquid’s proactive nature, knowledge of [...]
As digital marketers our job is to help clients achieve greater commercial success through the use of digital channels that improve brand health and deliver sales. Generally, efforts that support these goals are persuasive in nature – for example: inspiring, compelling and convincing a consumer to book a Hilton instead of another hotel because of [...]
Avis UK has won the ‘SOCAP Award for Innovation in Customer Service’ at the National Customer Service Awards in London on the 18th September.
The award given by the National Customer Service Awards in conjunction with SOCAP (Society of Consumer Affairs Professionals) is the only award SOCAP gives outside of its professional body.
The accolade was the [...]
The purchase funnel has been around since the very first human commercial transaction but it was only identified once social scientists and marketers began to dissect the behaviors and emotions that lead one to transact and with whom. Ever since, it has been a core tenet of marketing – my own awareness of the purchase [...]
A single site that aggregates content from a variety of social network sites would be a blessing for consumers; who signed up for a variety of social-networking sites”from MySpace and Facebook to LinkedIn and Flickr” cannot keep track of them all.
This development parallels the Instant Messaging space, which saw the launch of Trillian, a proprietary multiprotocol [...]
The final installment of this 3-part series on online word of mouth focuses on marketing. Read Part 1 – The Consumer here, and Part 2 – Research here.
Armed with a complete understanding of the CGC environment marketers can leverage those insights to build consumer confidence through the strategic application of CGC marketing and customer service [...]
Following our first installment about online word of mouth, part two shifts the focus from the importance of CGC to what corporate marketers can do with it. While social networks, CGC and WOM are stirring a lot of conversation within marketing departments, few companies have embraced the channel beyond a tactical execution or two.
The implications [...]
With the recent launch of the Avis blog and the ever growing focus on consumer generated content tactics we thought it might be helpful to take a step back and have a look at the strategic side of CGC in a multi-part series starting today, quite appropriately, with a focus on the consumer.
The world of [...]
Consumer empowerment is an undeniable virtue of the internet. Initially built upon price transparency and the ease of comparison shopping, but now that empowerment is driven by the one-to-many messages, or content, consumers are creating at a blistering rate – be it forums, blogs, videos, audio, or whatever, it’s out there and it’s evolving the [...]
2006 saw the development of a new, long term marketing strategy by Avis. Key to this was the reinvigoration of the Avis core brand values – ‘We Try Harder’ – and building consumer confidence by striking a balance between the persuasiveness of a their marketing promise and consumers’ own personal perceptions of the brand.
Web Liquid [...]
These terms are thrown around quite frequently with the rise of web 2.0 and social media but often they’re mistakenly used to describe the same thing when, in fact, the differences are rather important, particularly for marketers. Although these terms are the latest buzzwords to join a long list of industry terminology, it is important [...]
Our Consumer Generated Content research and marketing practice has been stirring up quite a bit of interest from savvy marketers recently as CGC garners more attention and recognition as an exceptionally insightful and influential channel. Still, we find that whilst many people understand the concept of word-of-mouth online they struggle to see how it [...]
