Archive for the ‘advertising opportunities’ tag
Ad Age and Citibank have been surfacing interesting insights from their recent survey of marketer and agency sentiment about investing in Facebook. According to the study, building awareness is the top Facebook goal for marketers:
Asked to identify their primary goal in Facebook ads, 45.9% of respondents put building awareness and sentiment for their brands at the top. Driving traffic to brand websites was the second most-cited goal, with 17.6% of respondents saying it is their most important objective, followed by building fans or likes, staying in touch with customers, generating sales leads and social commerce.
Given the workflow challenges inherent in more sophisticated Facebook advertising opportunities, it makes sense that simpler awareness goals with conventional Facebook Ads would dominate these early days of social ads. However, as marketers and their agencies become more sophisticated and integrated in their approach, they’ll increasingly pursue more engagement goals and Sponsored Story tactics.
And as ROI tracking systems mature, providing greater visibility into the connection between ad investment and purchase outcome, we’ll inevitably see large brand marketers and their agencies migrate goals not only toward engagement, but also performance and transactions.
If you’d like to read more on this topic, go read my MediaPost column.
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If you read Gin and Topics last week (or follow the industry news), you’ll know a PR “professional” (I use that term loosely, which is why it’s in quotes) called Jenny Lawson aka The Bloggess a really bad name (I can’t even bring myself to type it here; it’s bad).
The background follows.
The Bloggess received the following pitch from a PR professional.
“The Kardashian’s once again show they are right on trend, and this is on (sic) Mommy’s are all going to want to follow.”
Never mind the fact that it’s full of misspellings and horrific grammar mistakes (that, alone, would have made me go off my track), it doesn’t fit ANYTHING The Bloggess writes about.
She responded in her typical snarky way which, if you read her at all, you’d know is typical.
She received this response from the PR professional:
That wasn’t very nice. We send certain pitches out to people so they have the chance of getting more hits on their page. We’ll make note of this email in moving forward and remember if we have any advertising opportunities with any of our clients not to go through you.
Best of luck to you.
But the real meat comes when the VP of said PR firm hit reply all with The Bloggess on the email.
“What a f—ing b—-!”
I told you it was bad. Except he spelled it out.
It’s not even so bad that he hit reply all on accident and wrote that. We’ve all done that. I think reply all should die. I hate that tool in email. Hate.
What’s bad is his response when she responded to him.
HE ARGUED WITH HER.
He initiated debate and he wouldn’t back down or apologize. If you want to read the entire exchange, it’s on her blog (and it’s entertaining, while a bit disturbing).
How many times have we told clients it’s not good to engage in written debate? Heck, we’re COMMUNICATION professionals. We know better. And, one would think by the time you make VP, you know better.
But not this guy. Nooooo. He continued to make matters worse.
I’m certainly not taking sides here (OK, maybe a little), but I do think there are some lessons we can all learn in order to do our jobs better.
Lesson #1: Know your audience. Do not (I repeat, do NOT) send pitches to journalists, editors, bloggers, producers, or a pet if it’s not a fit.
Lesson #2: Spell check and re-read your emails before hitting send.
Lesson #3: As a PR professional, is your job really to send pitches to people so they have the “chance of getting more hits on their page”? Really?!?
Lesson #4: As a PR professional, there is this thing called church and state. If your clients have “advertising opportunities,” they should be going through the advertising firm or department, not you. Sure, you can advise your advertising colleagues on which bloggers to reach, but give me a break. Using that as leverage because a blogger sent you a snarky email in response to your horrible pitch?
Lesson #6: Never, ever put in writing what you don’t want the rest of the world to see. It can, and will, be used against you.
Lesson #7: Don’t threaten the people you’re pitching. It’s not a good idea and makes you look like a douchecanoe.
Lesson #8: “I’m sorry” goes so much further than “I’m sorry, but…”
And finally…Lesson #9: Don’t use the reply all button!
After purchasing Myspace in June for about $35 million, the company announced a mid-August press conference with investor Justin Timberlake to show that the social network still had life in it yet.
Then the company canceled the press event in favor of presenting at Advertising Week in New York, which starts today. Specific Media will be addressing “CMOs and senior marketers” to tell them about advertising opportunities (and show off Justin Timberlake), according to All Things D.
Specific Media is right to delay and retool its strategy toward Myspace, which hasn’t had much positive press recently. Myspace attracted a mere 33 million visitors to the site in August (a 44 percent decline compared to a year ago), and the original press event was scrapped because changes to the site were incremental and not moving fast enough. Also, Specific Media laid off a percentage of its staff — mostly Myspace employees who had overlapping responsibilities, according to a TechCrunch report.
The company is also no doubt spooked by the huge amount of progress that Facebook has made toward making its own social network an ideal place for people to both listen to and discover new music.