social media watch

Social Marketing: No Longer 'Separate, Disconnected, Cute and Experimental'

Posted by Sheila Shayon on June 4, 2012 05:02 PM

Buddy Media now has a very special buddy: Salesforce, which has signed an agreement to purchase the social marketing agency for $689 million (up to $745 million, according to the SEC filing.) It’s the largest deal ever done by and the largest acquisition of a New York City tech company in the last five years.

The acquisition will result in a hybrid company, combining Salesforce's Radian6 social media listening platform to create an all in one platform for businesses marketing themselves over social networks, i.e., the first “comprehensive Marketing Cloud.”

“ now has the number one players in social listening and marketing – Radian6 and Buddy Media,” said Salesforce chairman and CEO Marc Benioff. “With CMOs surpassing CIOs in spend on technology within the next five years, our Marketing Cloud leadership will allow us to capitalize on this massive opportunity.”

"Buddy Media's mission is to eliminate the current state of anarchy in social marketing," said Michael Lazerow, co-founder and CEO, Buddy Media. "With the Salesforce Marketing Cloud, marketers will be able to unify their efforts to better organize their teams, optimize their social programs and deliver real business results."Continue reading...

brand news

In the News: Air France, Facebook, Morgan Stanley and more

Posted by Shirley Brady on May 25, 2012 08:50 AM

In the News

Air France plans to streamline operations and reduce staff.

AOL surprised by teen startup squatter.

Butterfinger launches mock conspiracy-hunting mobile tour.

Dish Network squares off with TV programmers over ad-skipping DVR.

Facebook impresses with photo app, while Mark Zuckerberg makes the cover of People and investors hope for refunds as legal challenges to IPO loom.

Ferrari deaths fuel anti-foreigner sentiment in Singapore.

FIFA tests goal line technology.

Jersey Shore's Snooki embroiled in $100M battle with merchandising firm.Continue reading...

social marketing

With Facebook Timeline Looming, Brands Need to Be More Responsive

Posted by Mark J. Miller on March 29, 2012 05:04 PM

One of the beautiful things about social media is that suddenly there is a way for everyday consumers can reach out and actually communicate with a brand without having to sit on hold waiting for a customer-service agent who might have no idea what you’re talking about.

Some companies have a team of people who keep busy all day monitoring and responding to the posts that flood in from Twitter and Facebook. We’re all just looking for human contact, right? And if a brand can give that to a consumer, that can’t hurt the brand loyalty.

Of course, plenty of brands don’t have a team of people doing that, either, so it’s not shocking that a new study has found that the responsiveness of 20 top U.S. retailers on Facebook is, well, “uneven, at best,” according to CNN.

As brands rush to meet Friday's deadline to curate their Facebook Timeline, it's sobering food for thought — but there's good news for brands that have already made the Timeline switch.Continue reading...

Social Media Watch: Involvement, Virtue, Gifting, Tumbling

Posted by Sheila Shayon on October 15, 2010 12:15 PM

Involver has raised $8 million to pursue its new direction as a social media marketer. The San Francisco company manages profiles for personalities and brands such as Hearst, Sony/RCA, Alicia Keys, Facebook…and The White House? Launched in 2008 as an online video gateway for brands, Involver reinvented itself to seize the lucrative tail of the social media tiger – offering more than 200,000 installed apps and counting over 325 million social "fans." [PaidContent]
“Give a Gift” is the latest feature for Facebook members to credit friends' Starbucks cards within the social network. The Starbucks Card Facebook application lets users load between $5 and $500 to registered Starbucks Cards, giving new virtual meaning to ‘Let’s get a cup of Joe.’ [Mashable] Facebook, meanwhile, concerns brand marketers with move to eliminate tabs, reports AllFacebook.

Find out how social media is driving ticket sales, and more, after the jump.Continue reading...

brand news

Watch This Ad (or the Dog Gets It)

Posted by Shirley Brady on May 12, 2010 07:15 AM

Ruff love: Pedigree's UK adoption drive campaign includes a video (above) that will reveal pt. 2 of abandoned dog's story after 25,000 views. (Click, save Charlie!) More brands in the news this morning:

Pass the buck (and beach ball): Gulf oil spill hearing in Washington awash in finger-pointing, as BP pays $200,000 for BP-free ad campaign to lure tourists back to the Gulf. (Tell us: how will the Gulf oil disaster affect green marketing? Post a comment here.)

Move over, iPad ... What's up? Docs: Verizon Wireless is working on a tablet with Google ... which touted Google Docs to businesses ahead of Microsoft's Office 2010 launch today.

GM can't quit GMAC: General Motors wants to get back into auto financing, a source tells AP.

That's cold: Dunkin' Donuts fans who missed out on free iced coffees yesterday moaned on Facebook and Twitter. Continue reading...

social media

Social Media Worth $3.60 Says Everybody, Nobody

Posted by Abe Sauer on April 15, 2010 08:15 AM

What is the dollar value of a single Facebook "fan" to a brand? Five dollars? Twenty? A nickel?

Stop wondering because Vitrue has "developed the first-ever published Facebook fan valuation." The Atlanta-based firm, which launched in 2006 with a user-based advertising platform, today bills itself as a "comprehensive social media management" company with just the kind of deep resources to pull off such an ambitious project.

Its research tapped into "over 45 million fans" of brands on Facebook, and sampled "varying pages from digital entertainment to retail to B2B to CPG to publishers to quick serve restaurants" to try to put a dollar value on a fan. The magic number: $3.60, about the current commodities market price of a pound of copper or a single In-N-Out Burger Double Double. And this valuation is about as meaningful to most people as those latter comparisons. However, that won't stop it from being repeated—a lot.Continue reading...

social media

Vitrue Survey Of Social Network Brands Inspires Insights, Questions

Posted by Abe Sauer on January 7, 2010 12:55 PM

Vitrue's second annual ranking of social brands, which studies the "share of voice" of particular brands, was recently released. The survey's methodology involves measuring Internet conversations over a spectrum of social networking sites, blogs, photo and video sharing sites, and other online media.

The top ten "social" brands (in order) are iPhone, Disney, CNN, MTV, NBA, iTunes, Wii, Apple, Xbox, and Nike. Of course, there are several interesting observations, and even more questions, that arise from an examination of the results. (The full list is available at Vitrue's site.)Continue reading...

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