Facebook microsite disease: back to the future in digital marketing

Not sure if you know the feeling that you run into an article / blog post and you realize that it says exactly what you are trying to say for quite some time. That moment, you feel some sort of relief because you know that out there, there are other persons that are as intelligent and smart as you are. Finally !!!! (It’s a joke for those who didn’t get that). I had this feeling when I read the post on Going Social Now the other day.

The post talks about the fact that Facebook is infected by the “microsite disease” by most marketers. The post covers the topic in 10 signs that show that you’re infected. Here they are: Continue reading

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Coke against Pepsi in a Social media race

It seems like the big soft drink brands aren’t only fighting a battle in sales, but also in the social media sphere… and they are doing it with a different approach.

Vitamin Water (Coca-Cola) let’s you decide

Vitamin Connect
The first brand to kick off the hostilities was Vitamin Water (part of Coca-Cola). They used the social media sphere, or better Facebook, create a new drink. The competition was 3-fold. Competitors had to:

  • Define new flavors: users could generate buzz around their favorite flavor (from a list of 10 flavors developed by Vitamin Water)
  • Design the packaging: after the selection of the flavor, the users could create their own packaging through a Facebook app and the final winners were selected by a panel of experts
  • Invent a name: while creating the packaging, the users could also come up with a name The winner, a certain Sarah from Illinois who won $5,000, came up with a very appropriate name “Connect”
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Coca-Cola Belgium is on holidays

The guys from Coca-Cola in Belgium are on holidays. (Sorry but only available in Dutch and French)

Coca-Cola_BE

In the meantime you can follow them everywhere in the country via the blog, the Youtube Channel, on Facebook and on Skyrock.

I think it’s a great campaign; it’s creative, innovative and daring. It’s a pity it didn’t get more attention and isn’t that popular (648 fans on FB is not exactly a success, even if they have over 21 000 fans on Skyrock).

Nike, Coke, Microsoft … all fail to make Facebook Apps work

Nike, Coca-Cola, Microsoft … can be considered as marketing giants? The article in Adweek tells that even they are not able to generate some success on Facebook. The article states some reasons like:

  1. Little worthwhile interactivity and are overly branded
  2. One-off experiments, tied to a launch-and-forget campaign approach
  3. Relying on “viral” distribution rather than buying media

An interesting quote from the sales guy at Facebook is:

“We find that if a brand builds an application as their social strategy and not as a tactic that contributes to their overall strategy, then more than likely they won’t see good results,”

Point taken, but if those brands can’t make it work, what’s the value of Facebook (I guess Twitter had it right by declining the offer from Facebook)

  • Nike, Coca-Cola, Microsoft … can be considered as marketing giants? The following article tells that even they are not able to generate some success on Facebook. The article states some reasons like:
    1. little worthwhile interactivity and are overly branded
    2. one-off experiments, tied to a launch-and-forget campaign approach
    3. relying on “viral” distribution rather than buying media

Point taken, but if those brands can’t make it work, what’s the value of Facebook (I guess Twitter had it right