Mondelez Transitioning to Digital

Hola Todos!

More and more marketing firms are switching their advertising dollars from traditional media to digital media.  Here were my thoughts from a previous DigNuggetville post on Nike:

 

“I have been singing this song for the past 3 to 4 years now: the decline of traditional shotgun mass-marketing national TV advertising and the rise of interactive, two-way, trackable and ROI calculating advertising – all at the same time being significantly micro-targeting to smaller and more specific customers.” 

 

Mondelez is the next Fortune 500 firm to begin the transition to digital with the goal to grow mobile and digital from about a quarter of its media budget to more than half of all spending by 2016. Speaking of quotes, let’s see a few from Mondelez:

 

-“Digital programming has proven to drive twice the ROI of traditional TV advertising”

-The brand also claims to be the No. 1 food brand on Facebook with more 35 million fans. “Does [digital] really drive sales? Absolutely, Oreo has grown double digits two years in a row, generating over a billion in revenue in North America last year.”

 

While I do not believe digital advertising vehicles are superior to traditional advertising vehicles in all cases, the advantages including costs, trackability and microtargeting are getting harder and harder to overlook.

Something to keep track of this year…

 

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

The Social Media Communication Center at Super Bowl 48: Part II

Hola Todos!

As promised in part I, I wanted to follow up with another post after my experience in the Social Media Communications Center was complete.  If I were to use just one word that could sum up the experience, it would be dialog. I was very impressed with how the SMCC team was (1) able to keep up with the volume of tweets coming in and (2) how much of the overall percentage of tweets coming out of the SMCC were part of a dialog.

SMCC photo

 

Perhaps the most overused word in all social media is engagement.  I get that, and I understand why the word engagement is so popular, but I feel dialog is much more apt.  I’m ball parking the number here but I would say north of 95% of all tweets coming from the @NYNJSuperbowl handle were part of a dialog.  It is one thing to listen in on conversations in social media, and it is entirely another thing to have a seat at the table and dialog within those conversations; that’s my nugget from this experience!

To wrap this post up, here’s the latest from around the web on the SMCC:

-Speaking of social media listening, keeping up with all those tweets would have not been possible without the excellent social media listening software from Tracx

-Three takeaways from the SMCC

-Fox came in with their football robot Cleatus and video 1 has a nice short overview video of the SMCC while video 2 is a 1 minute highlight reel of the whole super bowl week.  This 2nd video has excellent inside shots of the SMCC.

 

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

The 2014 Super Bowl Ad Round-UP: Plenty of Surprises

Hola Todos!

The Super Bowl is one of my favorite nights of the year on Twitter and I spent most of the night on the #adbowl hashtag.  Since the game was such a blow out, much to Microsoft’s surprise when they created a great spot but then selected a 4th quarter slot, I feel more attention was paid to the commercials than usual. I mean the game was over in the first 12 seconds.

In my eyes, the Budweiser puppy ad took the crown – it was perfect in too many ways.  Interesting, this sentiment was practically universal on the #adbowl hashtag as well as Monday’s rankings.  In my top 5, I also have Audi, Kia (the Matrix!), Doritos “cowboy kid” and Coke in multi-language glory.

As for my surprises, (1) the game featured more serious than funny or shock ads, (2) the Audi ad did poorly in most of the rankings, (3) it seemed like 60-second ads were more popular than 30-second ads compared to previous years, (4) I’m still not sure what to say about that Bob Dylan and Chrysler spot, (5) kudos to Esurance for that end-of-game hashtag ad and (6), the overall quality was much higher than previous years.

Take Honda for instance – that was a solid ad and I’m sure it got many fans to stop and hug a family member while at a party but it was only mid-tier in this year’s rankings.  We also saw great ads from Doritos (time machine) Jaguar (evil dudes), VW, Budweiser’s Home Hero, Cheerios, Colbert’s Pistachio, Highlander w/Muppets, Chobani’s Bear in a convenience store, WeatherTech, MASERATI (at the bottom, really?) and Bud Light’s hidden camera spot.  Even GoDaddy did something on-point and tasteful with their body building spot.  If I were to sum the night up in one sentence; it was weird to have a clear #1 and a completely unclear #2 to #10.

It is not a Dr. Dan-o post unless it includes a bunch of links so here we go:

-The classic and original: the USA Today Super Bowl Ad Meter

-Youtube – complete highlight reel of all the commercials

-The Kellogg School of Management rankings featuring a nice 2 min video

-U2 was a nice surprise and yes, I have the song on my iPhone

-Behind the scenes on the making of the “Worlds Largest Human Doritos Chip” – this is a must watch

-And how can I neglect social?  The best of the best including JCPenny’s tweeting “drunk”

Now that’s A LOT to enjoy on a snow day…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

The Social Media Communication Center at Super Bowl 48: Part I

Hola Todos!

Consider this part 1 of a 2 part post.  At the moment, I’m very busy with classes, as well as, my shifts in the Social Media Communications Center for this year’s Super Bowl.  It’s been a great experience that I will share in a future post but for now, here are some cool links for you to check out and pick up a flavor for how it looks and the overall goals and objectives for the Center:

SMCC

 

-Super Bowl Social Media Concierge Opens in Manhattan

-Social Media Center to Help New York Deal with the Mayhem

-Super Bowl XLVIII will be the Most Engaging Super Bowl with Social Media Communications Center

-From the NYC Fox 5 News affiliate – here’s a story that ran on the local news – it has a short video of the Center

Finally, two other Super Bowl videos from NYC Fox 5 News affiliate: Super Bowl Boulevard and how the Super Bowl Host Committee is promoting mass transit for visitors to the region

 

Something to check out today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Privacy Lost…Part III: All in the Name of Transparency?

Hola Todos!

In a previous DigNuggetville posts, I highlighted just how much the marketers know about us.  One of the biggest of these firms is Acxiom, and I nearly fell out of my chair when I read the following headline: “Find out what Big Data knows about you, (it may be very wrong).”

It turns out that Acxoim unveiled a website called AboutTheData.com where if one were to put one’s name in the field, one could get a “snapshot” on what Acxiom knows (and sells to retailers and marketers) about you.  Not surprising, the data is not 100% accurate.  In fact, Acxiom states up to 30% of your data might be wrong at any given time.

What was surprising is most of the middle part of the article focused on privacy and the fact that this website “is a win for privacy advocates who have long called for increased transparency. But with that transparency comes a chance for us to see just how much information is gathered and sold — and how much of it is off-base.”

What made my jaw drop was this line two-thirds of the way through the article:

“It even asks consumers to ‘correct’ their profile in order to ensure they’re receiving the most appropriate offers.”

Say WHAT!

Let me get this straight, Acxiom is trying to increase their transparency correct?  Yet, they having the individuals in THEIR database (at least 30% inaccurate remember) CORRECT their records so they can sell a more accurate representation of us to future marketers.

Yes, you read that right – Acxiom is using a wisdom-of-crowds technique (e.g., crowdsourcing) to fix one of their biggest problems – all in the name of “transparency” – and yes, they probably can sell these more accurate records at a better price because they have been “verified” by the user.  Incredible they can get away with that.

I’m not going to check myself as last thing I want to do is help out a firm like Acxiom.

Something to think about today…

 

Best regards

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

Professional Selling and Social Media: An Excellent Conversation on Inbound vs. Outbound Marketing

Hola Todos!

I’m a fan of the Social Media Marketing podcast with Michael Stelzner and last week, he hit on a topic that is perfect for my deep dive into professional selling and social media nuggets.  In the podcast, Michael interviewed Tom Martin, author of The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads.  Yes, that’s a pretty long title but nuggetworthy nonetheless.

I’m happy to say that Michael and Tom spend most of the interview discussing ways to use social media to find more leads.  Or perhaps I should re-word that last statement and say – social media can bring more leads to the sales person.  This is inbound marketing personified but with a better story (read=more nuggets) on how it can be used by sales people.

Something to check out today…

Best regards

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

 

 

Social Media Listening: Apple & WWDC

Hola Todos!

Last week was a big week for Apple.  At the World Wide Developers Conference (WWDC), Apple debuted new Mac Airs, Mac Pro, iTunes Radio, iOS7 and OSX Mavericks.  Wondering what was the most talked about of these new announcements?  In an excellent exemplar of social media listening, Philip Elmer-DeWitt on his Apple 2.0 blog linked to an interesting analysis by Silicon Valley based social media monitoring firm called Viral Heat.

According to their report, Viral Heat detailed iOS7 was the winner with 417,336 tweets, 15,082 Facebook comments, 15 Pinterest pins, 20,800 mentions on the real-time web, and 3,097 videos (not sure if these were YouTube, Vine, or something else).

Regardless if you’re a Mac person or not, social media listening and reports like this one are more commonplace then ever.  And, this type of analysis is not limited to big events or conferences.  I know for a fact, that major CPG firms track 24/7 their top-tier brands on the social web.

Something to check out today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Twitter & More Twitter: Increasing Traffic & Managing Followers

Hola Todos!

While listening to my weekly dose of the Social Media Marketing Podcast by Michael Stelzner, I heard an excellent nugget that I had to pass along. Michael was interviewing Kim Garst on how to use Twitter to increase traffic to your blog.

At the 37:35 mark, I heard the best nugget of the podcast when Kim brought up a web based Twitter utility called ManagerFlitter.  Not only does it help with removing spammers that are following you on Twitter, it also has a much more robust search function where it is easier to find or track real-time conversations around different keywords – cool!

Something to check out today…

Best regards

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

The State of the Internet: Past & Present

Hola Todos!

Last week, The Wall Street Journal held its annual All Things D conference, of which the heavyweights of the heavyweights (Tim Cook, Sheryl Sandberg, Dick Costolo, Elon Musk and many others) came to Rancho Palos Verdes, CA to sit down with Walt Mossberg, Kara Swisher and colleagues to discuss the state of the tech industry.

Although all the presentations are nuggetworthy some way, shape or form, Mary Meeker’s (VC at Kleiner Perkins Caufield & Byers and formerly of Morgan Stanley) annual State of the Internet is especially noteworthy.  It’s amazing to see 117 slides go in 23 minutes flat – I mean this presentation moves! Moreover, I feel this presentation has been shared around the blogosphere more than any other at D11.  For instance, here’s one post from Philip Elmer-Dewitt of the Apple 2.0 Blog highlighting 10 of the 117 slides that pertain specifically to Apple.

I say watch the presentation and check all 117!

Best regards

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

 

 

Social Media Manager Needs To Think Strategically

Hola Todos!

One of my pet peeves when it comes to social is the overall lack of strategy.  Too many managers talk platforms first (e.g., Facebook, Twitter, etc.) and not strategy.  Even worse, imitation is often the main reason a manager decides to do something in social (note: insert nasally sounding high pitched voice of the manager of your choice when reading…I was reading Business Week the other day and I heard of this thing called a Twitter…we need to get one of those…).

In my eyes, there needs to be a strategic reason to do anything in marketing – regardless if it involves social or not.  I was happy to see this slide deck on LinkedIn the other day as it does provides a few strategic thoughts to why and/or how to use social.  I particularly like Slide 6 (improve customer service relations) and Slide 12 (gain more feedback before product launch).

Something to check out today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University