Strategy

Moving in to 2012, social media continues to be a highly influential form of marketing. There are many contributing factors to social media’s success, one of them being user-generated content. The users personally help continue to grow these sites with their posts and contributions.

That being said, it was only a matter of time before other media caught on. In studies we have read, it shows that women trust information coming from their peers more than other sources. It doesn’t surprise us that sites and publications targeted towards women have taken notice and started to apply this to their own brands. HelloGiggles, a site started by women, including TV star Zooey Deschanel, is complete with content for women. They have witty and humorous posts about current events, entertainment, reviews, etc. The women behind this site understand the concept of user-generated content and have made a call for contributors to their readers, giving them a personal chance at being a part of a wildly successful site.

Taking this a step farther is Ladies Home Journal. In a recent article from Ad Age, it has been announced that starting with their March issue, the publication will now dedicate a significant portion of each issue to content written by the readers. With a circulation of 3.2 million, it is the largest print publication to make this switch in style. The editors of LHJ think it will help gain some needed traction with advertisers and the next generation of LHJ readers. They are also hoping this change will help engage their readers and build a more loyal community.

What do you think of this shift towards user-generated content? Would you rather read articles by your peers or professionals?

To be completely honest, my initial reaction to the Google Plus unveiling was less than enthusiastic. Sigh, yet another platform to tell the world I am “at Starbucks, getting a latte.” (I try to convince myself on a daily basis that this is relevant information). Trust me, I’m not complaining. I like having options. But keeping up with the social media rat race can be a little exhausting, regardless of how heavily it impacts our daily lives (or for some of us, our jobs).

Facebook, Twitter and the like are a huge part of what I do Brogan & Partners. I have seen up close and personal how social media can single handedly build a brand, generate buzz and make or break the success of a business. So this forces the question…will Google Plus become as natural as breathing like updating a status on Facebook?

Let’s take a look at the stats. Thus far, Google Plus has about 40 million users, a drop in the bucket compared to its Facebook counterpart of 800 million. This also means that due to Plus’s lack of maturity, it is too soon to say for sure how effective the network will be for marketing and building brands. In terms of cosmetics, both formats appear to be pretty similar at first glance, even though Facebook will be introducing Timeline, their new “Face lift”, in the near future (stay tuned for more on that).

All uncertainties aside, however, Google Plus might have its advantages. Unlike Facebook, Plus users will have the capability to link directly to YouTube while sharing videos without having to shorten URL’s or be shackled by character limits. It will also have the benefit of donning the name “Google” and, of course, in the ultimate form of nepotism, Google Plus brand pages will be promoted to the top of the search engine powerhouses’ results.

Another benefit to using Google Plus is its current lack of saturation. You may have heard whispers when the new social network debuted that you needed an invitation to join (a great PR ruse used by Facebook when it appeared on the scene, too).  It is now open to all users, but because you can customize the circles you share with and vice versa, you won’t get the same mess of information on your home page that you certainly get on Facebook. For now.

Only time will tell how big this social giant will grow. I, of course, jumped on the band wagon and signed Brogan up for a Plus profile. Want to know how to get your brand started on Google Plus?

1. Sign in with your Google account, then go the Google Plus Business Page and click “Create your Google + Page.”
2. Choose what category your brand falls under (most likely, it will be “Product or Brand”, or if you are unsure you can pick “Company, Institution or Organization)
3. Now, enter your page name (your brand name) and your website.
4. This next step is where you need to get a little creative. You have to describe your brand/company in 10 words or less. Try to stick to a description that includes buzz words about your business’s core competencies or where you fit in the marketplace. Here are a few things to think about: What makes you unique? What do you really do? If someone is on a search engine, what words would help them find you the fastest?
5. Tell your circles. If you are new to Google Plus, then you most likely do not have circles to tell of your new presence. So you can skip this step. If you are a Google Plus vet, then you can share your page with your current Plus contacts.
6. Congrats! You have a Google Plus page. Start looking up other brands and add them to your circles, post pictures and beef up the information to your profile page. The more info on your page and posts about your brand, the better.

Created a page already? I gave you my thoughts on Plus...I’d love to hear yours.

I’m sure you listen to some type of streaming music from your computer or phone at some point during the day. But which platform do you use? Pandora is above and beyond the most used online radio service, and has paved the way for online radio with its 100 million registered users. But don’t think that Pandora is the only option for advertisers in regards to an online music platform. Clear Channel Communications, the Nation’s largest broadcast radio operator is taking a swing at Pandora. They are giving a heavy push to their online/mobile platform, IHeartRadio. IHeartRadio has two functions:

1.       Consumers can stream any of Clear Channel’s 850 radio stations in 150 markets across the Nation from their computer or mobile device. So, if I am in California and I want to listen to a Detroit station because I like their morning show, I can (and starting in 2012, buyers will be able to place commercials on the new platform).

2.       The other function is that you can create your own custom station, much like Pandora- type in an artist to build a station and the same genre of music will play according to your “likes” or “dislikes” per song.

The only catch with IHeartRadio is that in order to build a station you must sign up through your Facebook account. This function is perfect for media buyers because it allows us access to a listener’s key demographic information and the ability to geo-target. Clear Channel is also reinforcing IHeartRadio by using their 850 broadcast radio stations to promote listening online or via mobile device – a promotional option that Pandora does not have.

Just when we wondered if radio was slowly dying as a medium, the leaders reinvent themselves and adapt to the future. As a media buyer, it’s a great option to have IHeartRadio to compliment a traditional radio buy.

Just like almost every other medium, radio too has moved digital. The question is which platform will bring the most success and who will take the lead? Regardless of who wins the battle – It’s a win-win for advertising.

If you’re like me, life comes to a full boil at least once a day. (Now that school is back in session, that once-a-day usually occurs right around 7:45 in the morning.) Just as one kid tumbles down the stairs, another produces a forgotten homework assignment. Meanwhile, my cell phone won’t stop chirping at me and I suddenly realize that we're out of milk.

And then it's time to get to work, where a whole other set of challenges await me.

Sometimes my four-mile commute to the office just isn't long enough to help me switch gears. But now I have a new way to hit "refresh" and get started on my second shift: Pinterest.

Have you discovered this super cool website yet? It’s a simple virtual bulletin board on which people “pin” images of their favorite things, whether they be baby hedgehogs or bridesmaid dresses; the cutest of cupcakes or a cut set of abs. For me, Pinterest surfs are as energizing as my essential cups of coffee. When I scroll through the site, I might be looking for a great gift idea but find myself lingering over a sumptuous plate of spaghetti, a clever portable salad system, or a way to belt a blouse that I hadn’t considered.

Unlike some bulletin board sites (Delicious, for instance) Pinterest seems to have a distinct voice and aesthetic—one that’s whimsical, rhapsodic, classic, and very, very cute.

In other words, feminine.

It’s clear—from both the names of the “pinners” and the growing number of my female friends who are obsessed with Pinterest—that the site is driven by women.

So what does this mean for marketers and how can you leverage this increasingly popular social media site.

Here are a few tips to get you started.

1. Think about your audience and what they value and provide a mix of content that is interesting and engaging to them.
2. Like other social media tools, Pinterest is not purely a self promotion tool. It’s about developing a conversation that requires a delicate mix of pinning your own content and repinning others' content.
3. Be sure to follow people with like interests. Following people on Pinterest is as important as pinning.
4. Determine how often you are going to pin and make sure you have a good variety of content that will keep people interested.

With almost 1.4 million active users on Facebook, Pinterest is yet another interesting tool in the ever growing social media toolbox.