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Inne ten Have
Did Nvidia Hire Online Actors to Promote Their Products?
Het wordt inderdaad steeds gekker. Het kost het bedrijfsleven en vooral reclamebureaus soms veel moeite de sterke punten van het internet-tijdperk te zien...
About a week ago, The Consumerist stumbled upon claims made by various gaming websites (specifically, Elite Bastards and Beyond3D) that graphics chip manufacturer Nvidia, in cooperation with the Arbuthnot Entertainment Group (AEG), had seeded various gaming and PC hardware enthusiast sites with pro-Nvidia shills. That is to say, that AEG would hire employees to create ‘personas’ in various gaming communities, slowly building up the trust of other members by frequent posting unrelated to Nvidia, to later cash in that trust with message board postings talking up the positive qualities of Nvidia’s products.
The research done by these gaming websites and communities fingered a few likely suspects, but did not prove outright that AEG’s work—quoted on their web site as “Message board monitoring and response” and “Strategic seeding viral assets to ensure they are spread far and wide”—included placing ringers in their communities.
Gevonden via BiongBoing
, gepubliceerd op The Consumerist
2006-02-06, door Inne ten Have
The traditional approach to corporate communications envisages a controlled process of scripted messages delivered by the chief executive, first to investors, then to other opinion-formers, and only later to the mass audiences of employees and consumers. In the past five years, this pyramid-of influence model has been gradually supplanted by a peer-to-peer, horizontal discussion among multiple stakeholders. The employee is the new credible source for information about a company, giving insight from the front lines. The consumer has become a co-creator, demanding transparency on decisions from sourcing to new-product positioning.
Smart companies must reinvent their communications thinking, moving away from a sole reliance on top-down messages delivered through mass advertising. This is the Me2 Revolution. What is now required is a combination of outreach to traditional elites, including investors, regulators, and academics, plus the new elites, such as involved consumers, empowered employees, and non-governmental organizations.
The most profound finding of the 2006 Edelman Trust Barometer is that in six of the 11 countries surveyed, the "person like yourself or your peer" is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. This has advanced steadily over the past three years.
Gepubliceerd door Richard Edelman
op zijn blog
2006-02-07, door Inne ten Have
Een blogger die bij Microsoft vrijuit schrijft over Microsoft geeft een mooie lezing
over "mond-tot-mond" reclame
(de link naar de video registratie is helemaal rechtsonder te vinden).
Gevonden via het weblog van Seth Godin
2006-02-09, door Inne ten Have
Websites are self-service not organization-service
The organizations that love to use their intranets and public websites to tell things to staff and customers will fail. Web success is about empowering staff and customers to serve themselves.
If the organization was an elephant and you warned that elephant not to fall into the big pit of self-promotion, unfortunately the elephant would fall in every time. The vast majority of organizations can't resist boasting and showing off. They can't resist telling people about all the wonderful things they've done.
The Web is self-service. You need to think about the words "self-service" very carefully. Great websites allow people to serve themselves quickly and simply. The essence of the Web is empowerment. It's about self-control, self-direction, independence of thought and action.
Organizations do not control the message on the Web. There is a shift. Consumer power is genuine on the Web. It is a giant wave and those who don't ride it will suffer.
Geschreven door Gerry McGovern
op New Thinking
2006-02-13, door Inne ten Have
Blogging? Six tips on how to do it right
Robert Scoble, Microsoft's best known blogger and Shel Israel, a veteran consultant for start up companies have teamed up to write Naked Conversations: How blogs are changing the way businesses talk with customers, a book the authors say, is intended to tell businesses of all sizes and in all places why they will benefit from blogging. The following is extracted from Chapter 11, "Doing It Right," which balances a previous chapter called "Doing It Wrong."
This chapter and the next are dedicated to helping you understand some of blogging's finer points—not the tools and technologies, but the techniques and guidelines that have worked for other successful bloggers. This chapter also identifies many of the little details that can improve the effectiveness of and response to most blogs.
Here are our top 11 tips on how to do it right. We hesitate to call them "best practices," not just because the term has become a traditional marketing cliché, but because blogging is too new and dynamic to have any "tried-and-true practices."
- What's in a name? Search engine results
- Read a bunch of blogs before you start.
- Keep it simple. Keep it focused.
- Demonstrate passion.
- Show your authority.
- Add comments.
Gepubliceerd door Robert Scoble op ZDNet
2006-02-15, door Inne ten Have
FTC Moves to Unmask Word-of-Mouth Marketing
Endorser Must Disclose Link to Seller
The Federal Trade Commission yesterday said that companies engaging in word-of-mouth marketing, in which people are compensated to promote products to their peers, must disclose those relationships.
In a staff opinion issued yesterday, the consumer protection agency weighed in for the first time on the practice. Though no accurate figures exist on how much money advertisers spend on such marketing, it is quickly becoming a preferred method for reaching consumers who are skeptical of other forms of advertising.
Word-of-mouth marketing can take any form of peer-to-peer communication, such as a post on a Web blog, a MySpace.com page for a movie character, or the comments of a stranger on a bus.
As the practice has taken hold over the past several years, however, some advocacy groups have questioned whether marketers are using such tactics to dupe consumers into believing they are getting unbiased information.
In October 2005, Commercial Alert, an advertising and marketing watchdog group in Portland, Ore., petitioned the FTC to consider taking action against word-of-mouth marketers. The group called for the FTC to issue guidelines requiring paid agents to disclose their relationship to the company whose product they are promoting, including any compensation.
Gepubliceerd in de Washington Post
2006-12-13, door Inne ten Have
The Secret Strategies Behind Many “Viral” Videos
Have you ever watched a video with 100,000 views on YouTube and thought to yourself: “How the hell did that video get so many views?” Chances are pretty good that this didn’t happen naturally, but rather that some company worked hard to make it happen – some company like mine.
When most people talk about “viral videos,” they’re usually referring to videos like Miss Teen South Carolina, Smirnoff’s Tea Partay music video, the Sony Bravia ads, Soulja Boy - videos that have traveled all around the internet and been posted on YouTube, MySpace, Google Video, Facebook, Digg, blogs, etc. - videos with millions and millions of views.
Over the past year, I have run clandestine marketing campaigns meant to ensure that promotional videos become truly viral, as these examples have become in the extreme. In this post, I will share some of the techniques I use to do my job: to get at least 100,000 people to watch my clients’ “viral” videos.
- Not all viral videos are what they seem
- Content is NOT King
- Core Strategy: Getting onto the “Most Viewed” page
- Title Optimization
- Thumbnail Optimization
- Commenting: Having a conversation with yourself
- Releasing all videos simultaneously
- Strategic Tagging: Leading viewers down the rabbit hole
- Metrics/Tracking: How we measure effectiveness
Geschreven dor Dan Ackerman Greenberg op TechCrunch
2007-11-23, door Inne ten Have
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