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Find out whats happening digital

Archive for the ‘New Media’ Category


FTC Updates Social Media Guidelines

written by Rachel Reed

FTC Update, Social Media Guideline, Hashtag Marketing

Social promotions that require hashtags for entry into a contest or sweepstakes will have to get specific following the latest update to the FTC Endorsement Guides. The “What People Are Asking” page on the FTC website was updated last month to reflect changes to social promotional best practices. In regards tosocial media promotions with a contest or sweepstakes component, a promotional hashtag containing the brand name won’t be enough for compliance. The FTC’s response:

“No. It’s likely that many readers would not understand such a hashtag to mean that those posts were made as part of a contest or that the people doing the posting had received something of value (in this case, a chance to win the contest prize). Making the word “contest” or “sweepstakes” part of the hashtag should be enough. However, the word “sweeps” probably isn’t, because it is likely that many people would not understand what that means.”

Many social campaigns have designated hashtags built into the promotion strategy with few containing the words sweepstakes, contest, promotion, campaign, etc. Any agency, company or endorser is now required by the FTC to disclose any material connection to the brand before mentioning a contest, sweepstakes or promotion. Moving forward, compliant sweepstakes and contest hashtags will likely be #SocialCampaignNameSweepstakes or #SocialCampaignName #Sweepstakes/#Contest.

The FTC Endorsement Guides reflect the truth-in-advertising principal that advertisements should be honest, transparent and not misleading. Now that social media campaigns are proven to be lucrative and far-reaching, best practices are evolving into legitimate rules for marketers to consider in campaign planning.

Brandmovers created a digital UGC experience for Princess Cruise Lines, which is celebrating its 50th anniversary this year. The campaign allows users to upload photos from experiences with Princess throughout the last five decades. User photos are assembled to fill cruise ship images from each given decade, providing a visual digital experience.

Brandmovers, Atlanta, Princess Cruise Line, Decades, Contest, Win

See it here: Princess Through the Decades


The Future Of TV

written by John Lyons

Entertainment has always been a key sector for us at Brandmovers, and one we thoroughly enjoy testing our creative chops on for a whole range of clients from MTV to Universal. So even with late notice I was delighted to be invited to speak about social media and how it can help find and grow audiences and to take a look at future trends.

The first speaker was Ted Littledale, who presented some truly fascinating insights into second screen viewing patterns which are tracked through the SecondSync platform. Second screen is something we are increasingly interested in, as the modern consumer takes to Twitter and other platforms on mobile, tablet and smartphone (though mainly Twitter, with less than 5% coming from other platforms such as Zeebox according to SecondSync metrics) whilst consuming TV through the traditional “first” screen. Very impressive system indeed, and seeing how the patterns differ from reality shows to drama and indeed from commercial to BBC channels was eye opening.

We have some great case studies covering a range of requirements from the launch of a new show (Rob on CBS), to building an audience through incentivised social recruitment (80 Plates) and growing a network audience through connecting broadcast to digital (HGTV). Tapping into Twitter and hashtag trending is ever important, and so we looked at how our colleagues in India created a great project for Diesel before reviewing our work and metrics for the independent movie Up There last year. The stats on ROI and audience demographic are always well received, but are very much down to the strategy and hard work of our social team and something we are incredibly proud of.

Finally, and with a fair degree of scepticism in the room, we looked at dedicated second screen apps on and hitting the market. Right now they are miniscule in terms of market share, but there are some cool features and more importantly perhaps are the companies seeing how they can use second screen to their advantage, including Yahoo, Sky and established music companion Shazam. It may well be that any such dedicated companion apps fall by the wayside, but it’s worth seeing what features are being explored and seeing how they perform as if nothing else they have identified and are seeking to exploit very contemporary methods of media consumption.


Jumping On The Vine-Wagon

written by marie

Vine, the latest and greatest social app, has been gaining a lot of attention since Twitter unveiled it last month. Vine allows people to capture and share stop-motion GIFs as short looping videos. Similar to Twitter’s 140-character text limit, the app is challenging consumers and brands to show their creativity in an extremely short amount of time – six seconds or less.

Quickly growing in popularity, there were over 110,000 Vine clips posted to Twitter in a 48-hour period. Celebrities and consumers are using the app to document recent events like The Oscars and the East Coast snowstorm. Taco Bell made headlines when they used a Vine to announce the arrival date of their highly anticipated Doritos Cool Ranch Taco.

Taco Bell’s popular post on Vine:

@TacoBell It’s out of the bag. Coming March 7th. #CoolRanchDLT

While some brands like Urban Outfitters were quick to jump on the Vine bandwagon. The majority of companies have yet to explore what type of value Vine can potentially add to their digital marketing campaigns.

Urban Outfitters posted this Vine the day the app debuted:

@UrbanOutfitters The most important Vine you’ll ever see. #uodogs

Considering the growing expectations for brands to present consumers with visually appealing content, Vine should continue to gain popularity in the content marketing world.

Currently available on the iPhone and iPod Touch, Twitter has said that they are working to bring it to other platforms as well. Similar to the way Pinterest and Instagram caught on, you are sure to see more brands use Vine in their interactive advertising and marketing campaigns.

I am looking forward to exploring Vine more and seeing how it can be incorporated into Brandmovers social media content as well as our clients’.

In the meantime, check out my first attempt at using Vine:

@MariePhay My life as a #CommunityManager #myfirstvine

Have you started using Vine, yet? How do you see Vine impacting the way brands market themselves in 2013?

Social Media (SOCME) is a modern global phenomenon affecting nearly every aspect of life and business, 65% of online adults use social networking sites, and most describe their experience in positive terms Pew (2011).  The phenomenon has created democratic communications not only amongst consumers, but also built channels for customers to directly communicate with businesses regardless of wealth and status. Amazingly, these channels have emerged in less than half a decade.

Understanding the root cause and subsequent drivers of consumer engagement directly influences marketing budget. When customers are highly engaged, their lifetime value to a brand increases significantly, (Fleming and Asplund, 2007) propose that engaged customers generate 1.7 times more revenue compared with regular customers. Fleming and Asplund found that engagement produces higher revenue and profit, in addition having engaged employees and engaged customer’s returns a revenue gain of 3.4 times the norm. Managers, who can accurately measure performance and optimize budgets and resources, usually outperform their rivals because of these competitive advantages. Advances in modern technology enable marketers to acquire, process and deliver content in novel ways, Social media allows users to interact and engage with corporations and brands in ways that would be unthinkable with any other media.

Although data analytics and metrics have become very sophisticated, these tools still struggle to decipher human perceptions and therefore behavior. New media is global and cross-cultural differences translate differently. While some global brands have an arsenal of promotional budget, this does not guarantee them engagement with customers. Engagement is built on relationships, this became evident when our Asia office helped client Biba rank as the No 1 Facebook page with  highest daily engagement rate across all brand pages in India.

Are you ready to engage more effectively? Call, Tweet or email us today.


August 2012: State of the Social Networks

written by Andrew

August 2012’s State of the Social Networks gives you all the must-know updates to the biggest social networks in one handy guide. Read the latest stories from Facebook, Twitter, Google+ and Pinterest and follow Brandmovers on your favorite social networks to stay up to date with the latest in digital marketing and promotions!


Facebook now allows page administrators to target posts by specifications such as gender, relationship status, education and workplace.  Learn More:

Facebook releases a feature that lets users mention-tag Facebook friends from third party apps. Learn More:

Facebook launches sponsored search results, allowing advertisers to pay to have their page appear amongst organic results of similar searches. Learn More:


Twitter rolls out new interest-targeted ad system that allows advertisers to display promoted tweets and accounts to users with specific interests or that follow specific accounts. Learn More:


Google+ announces they will be rolling out custom URLs for pages, starting with select users and brands. Learn More:

Google launches a suite of enterprise tools for Google+, free through the end of 2013, including private sharing, admin tools, and Hangouts integration within Calendar, Gmail and Docs. Learn More:

Google+ launches Studio Mode for Hangouts on Air, allowing musicians to live-stream music with superior sound quality. Learn More:


Pinterest drops the invite-only system, allowing anyone to sign up on the social network. Learn More:

Pinterest launches first Android and iPad apps, and redesigns existing iPhone app for an improved mobile experience. Learn More:

Stay in touch, follow Brandmovers!


Benefits of Effective Digital Marketing

written by Andrew

In today’s day and age, it should come as no surprise that effective digital marketing initiatives deliver excellent value back to businesses. A strong online presence is an investment that can impact an organization in a variety of ways.

As a branding tool, few other mediums offer the flexibility and responsiveness of the web, which can be refreshed instantaneously to reflect new promotions and embrace user-generated contributions. The phrase “your brand consists of your customers” has never been truer.

Beyond brand equity, effective digital marketing translates to tangible business impacts in the form of sales growth. Social media and email integration allow companies to penetrate a customer’s online repertoire, and a well built website facilitates and encourages online purchases.

The web has also allowed companies to improve the customer service experience. The public nature of company updates and responses on social networks allows companies to show a responsive and caring attitude toward customer questions and qualms. This results in more resolved complaints and a cut in support costs, as online help desks free up bandwidth and expenses previously dedicated to telephone customer service.

A strong digital strategy also permits businesses to reallocate their marketing budgets to more efficient channels, resulting in more effective media buys. The metrics available to tie business performance back to specific digital initiatives result in a more transparent and true assessment of marketing impact.

Lastly, a web presence that inspires and gives people a place to express themselves can result in a breadth of consumer insights. This amounts to a truer form of market research, as opposed to traditional survey research, as analysis is based on organic user contributions.

See the chart above for stats collected by the Boston Consulting group, which recently surveyed marketing executives at over 30 corporations across Europe, Asia, Latin America and the US, researching the benefits of effective digital marketing across the areas of (1) Brand Equity (2) Sales (3) Customer Service (4) Media Buys and (5) Consumer insights.

Sources: Forrester Research, BCG Interviews, BCG Case Work, BCG Analysis


What are QR or 2D Barcodes

written by Andrew

What is the barcode-like symbol?

You’ve probably noticed recently how QR codes are being used more and more in marketing and advertising initiatives across the globe. Many argue that QR codes have now gone mainstream. But lots of companies aren’t yet up to speed with what they can really offer.

What are QR codes?

QR codes are a form of two-dimensional bar code originally created to track automotive spare parts, and now increasingly used in mobile marketing. For example, if you find a QR code printed on an ad and scan it with your mobile phone, you will be transported, almost instantly, to a specially designed website where you can learn more about the product, get more details on a promotion or perhaps get a discount offer.

How do I generate QR codes?

There are plenty of online sites where you can generate QR codes for free is one of many.

What can I generate QR codes for?

You can generate QR codes not only for website URLs, but also for email addresses, social media profiles, text, and even maps.

How do I scan (or read) QR codes?

If your phone doesn’t come with one already installed, you need to download an app called a QR code reader. Basically, the way a QR code reader works is by allowing your mobile phone camera to act as a scanner. Just take a picture of a QR code and you’re automatically transported to the destination page.

What can I use QR codes for?

You can use QR codes for many different things. You can direct customers to your mobile website or a promotional page for your products. If you sell tools and equipment, you can link your QR code to a video showing how to use them. If you sell property you can use a QR code to direct customers to an online virtual tour of your homes. If you own a restaurant you can point a QR code to Google Maps showing customers how to get there. If you’re an independent professional you can create a QR code for your email address, website, blog or LinkedIn profile. The possibilities are endless.

Source: University of Manchester


Are Lurkers Good for Business

written by Andrew

For those of you unfamiliar with the term Lurkers, think of Lurkers as spectators who consume content but do not contribute. The skeptic may go as far as calling them digital parasites, while the visionary sees a new untapped market.

In Internet culture, a lurker is a person who reads discussions on a message board, newsgroup, chatroom, file sharing or other interactive system, but rarely or never participates actively. Research indicates that “lurkers make up over 90% of online groups”

In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.

While traditional marketing continues to emphasize branding and creative as the most important features of a campaign, digital promotions are evaluated almost entirely on performance results which are captured and measured digitally. Justifiably marketing budgets are rapidly migrating to new media channels, because traditional perceived success factors, such as emotional stimuli created by the warm and fuzzy feeling of a traditional campaign can no longer compete with actual facts and figures.

Edelman (2011) contends that up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else’s advocacy. For this reason numerous new models and performance measures have emerged in the sales promotion industry. A recent UGC video contest we built had 132 entrants and 636,774 video views, meaning 98% of the participants were viewers.

Reach is a vital element of any promotion, however traditional methods continue to produce diminishing returns. Therefore promotions need original engaging content, mainly produced from its own customers.

The digitization and networking of information has forever changed the way marketers and consumers connect. So be prepared to change or risk extinction


So what is Augmented Reality?

written by Andrew

Augmented Reality (AR) as a technology has existed for more than 15 years, with tailored applications in industrial automation, theme parks, sports television, military displays, and online marketing (AIB, 2009). Forrester research defined AR as; The concept of AR simply put is the overlay of virtual or artificial information either in the form of visuals, graphics, or text onto a medium, which is then projected over an actual image stream. This additional information can then be augmented to the user either by using a wearable display setup or through a fixed location setup.

The next stage of internet engagement is going to be its connection with physical space. AR will be an important tool in this evolution. Based on a Total Immersions definition, there are 3 types of AR; Web-based AR, Kiosk-based AR and mobile AR. Web-based AR uses PC and webcam with a marker, image or through motion capture. It is the most common type of AR since it runs on Flash and does not require a plug-in or any kind of download. It is also the most economical option and can be easily integrated with social platforms. However, users need to have a webcam in order to use it.

Kiosk based AR is capable of running more powerful AR applications using 3D or facial tracking. It can leverage multiple platforms and can reach broader users through out-of-home or point-of-purchase marketing. Also, the user does not need a marker or a webcam for using it. However, it is relatively more expensive. Mobile AR uses the viewfinder to show the digital information in user’s surroundings. Mobile AR can leverage location and, with smartphone adoption rising, its potential reach is increasing. However, mobile is a fragmented environment, since some smartphones run on different platforms, such as iOS and Android, and the battery life of a smartphone can be an obstacle. Additionally, hype around this type of AR is hard to control. (Adage, 2011)

According to Gartner Inc, AR is one of the top 10 strategic IT technologies and is expected to be a $1.5 Bn industry by 2015 . However, viability of reaching this number is much debated. According to some experts this number will be reachable since AR can be applicable to many industries and has various use cases. On the other hand, some experts argue that this number is not realistic since AR will take time to reach mainstream adaption.