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Real-Time Marketing is Driving the Long-Term Brand Narrative

4
April 22, 2013
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Posted by Monte Lutz

Edelman Digital, Los Angeles

Follow on Twitter @montelutz

First in a series of posts exploring real-time marketing and Edelman’s Creative Newsroom.

The real-time imperative is here. Consumers have higher expectations for responsiveness, participation and relevance than ever before. 42% of consumers think brands should respond to their questions within an hour. News, memes and trends are traveling faster than ever, as our attention spans get shorter, dropping by 58% in the last 10 years.

There’s too much information to process: there’s 60 times more content from brands in our newsfeeds than just two years ago. People have st…

Digital Dice: Creative Surprise and Delight

dice
April 19, 2013
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Posted by Konrad Palubicki

Edelman Digital, Seattle

Follow on Twitter @konradpalubicki

A creative campaign that surprises and delights customers, and additional emphasis on mobile from Facebook and LinkedIn*. Check out some of the latest updates in social and enjoy this week’s Digital Dice!

Ford Channels Real Tweets into ‘Random Acts of Fusion’ Campaign

In response to a multitude of user reviews surrounding the release of Ford’s 2013 Fusion, the automaker launched a digital campaign on Twitter directly thanking fans and challenging critics. The ‘Random Acts of Fusion’ campaign addressed online conversations and surprised drivers with car wa…

Friday Five: Determining Content Localization

mainstreet
April 19, 2013
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Posted by Carolina Pietoso

Edelman Significa, São Paulo

Follow on Twitter @tantundem

Why It Matters by Carolina Pietoso

We constantly hear that the world is getting smaller thanks to technological advances. However, much as in the mythical Babel, we still speak thousands of different languages, creating a barrier that is hard to breach. And even when a mutual language is agreed upon, cultural differences weigh down the results of what is being said.

This is even more relevant when you work with brands that have implemented a global digital strategy. While communicating the same message may be effective, local content will generally offer you greater releva…

What Does Social Business Have To Do With Brand Strategy?

chess
April 18, 2013
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Posted by Michael Brito

Edelman Digital, Silicon Valley

Follow on Twitter @Britopian

This post was originally published on Michael Brito’s blog Britopian.

There is a content surplus in the market today. There is an attention deficit among consumers. Consumers are influential and their lives are unpredictable. This is making it extremely difficult for brands to reach them with the right messages.

From a content perspective, brands need to think like media companies, because media companies are content engines. The produce relevant and recent content day in and day out. The content is omnipresent (meaning it’s everywhere) and internall…

Gone in 6.0 Seconds

stopwatch
April 17, 2013
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Posted by Dominic Kirkwood

Edelman Digital, UAE

Follow on Twitter @DominicKirkwood

This post was originally published on Arabian Bytes.

2012 was a pivotal year for online video. The numbers? Well, in 2012: 56% of consumer web traffic was video, YouTube users watched more than 36-billion hours of video and online video was the fastest growing ad format (+55%). Put simply, 2012 was the year of Gangnam Style.

What about the regional statistics? There are 167 million online video views a day in the Arab region; putting the region in the number two spot in the world (behind the U.S). A whopping 90 million of those daily video views come from KSA, a region whe…

Digital Dice: Location-Based Mobile Ads and Foursquare 6.0

Full house from dice
April 12, 2013
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Posted by Konrad Palubicki

Edelman Digital, Seattle

Follow on Twitter @konradpalubicki

Brands targeting mobile ads using location-based weather, and a view into projected rises in social media ad revenue. Catch up on Foursquare’s latest emphasis on search and recent updates from Google+ and LinkedIn*. Enjoy this week’s Digital Dice!

Brands Buy Real-Time Mobile Ads Based on the Weather

In tandem with this past winter’s string of snowstorms, Ace Hardware tested location-based mobile ads. Serving ads for items like shovels and de-icers, the company saw considerable results and made plans to buy mobile ads for gardening products when temperat…

Friday Five: Steps for Taking Social Engagement to an Offline Experience

gifts
April 12, 2013
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Posted by Bill Mrazek

Edelman Digital, Chicago

Follow on Twitter @wmrazek

Sometimes account teams stumble across the best brand opportunities outside of the mainstream. Imagine this scenario: Celebrity X gives an interview in a minor niche magazine, in which he or she mentions how much they love or have used product Y. The brand mention receives no attention on social media. For many brands, this might be the end of the story. But it’s these opportunities that can present the most fun and most effective ways to engage with influencers. Here are five steps for brand teams to turn a minor opportunity into a major social win.

The Thin Blue (Digital) Line

nypd
April 11, 2013
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Posted by Phil Gomes

Edelman Digital, Chicago

Follow on Twitter @philgomes

This post was originally published on Edelman.com.

With the release of its social media policy, the New York City Police Department has made its attempt to grapple with how its officers comport themselves in a digital world. Like the impetus for many such policies, this policy apparently owes to the past online behavior of both New York City’s police and fire departments. The headline in New York Magazine puts it bluntly: “NYPD Orders Cops Not to Be Racist on Social Media.” Newsday asks “What Took Them So Long?”

Many people ask “Why have a social media poli…

Cricket Wardein Named U.S. Practice Head for Edelman Digital

edelman
April 10, 2013
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Posted by Edelman Digital

Follow on Twitter @edelmandigital

NEW YORK — Edelman has named Cricket Wardein as its first-ever head of US digital, in response to the practice’s growing significance to the firm’s overall revenues.

Currently, as managing director of Edelman’s $22 million West Coast digital practice, Wardein oversees about 150 people and has grown the regional practice threefold since joining in 2009. In taking the reins of the entire US digital practice, Wardein will now manage more than 450 employees and $90 million in digital revenue, reporting into global digital head Kevin King and US president and CEO Mark Hass.
…

The Technology of Becoming a Social Business

internet nodes
April 9, 2013
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

When the late U.S. Sen. Ted Stevens, R-Alaska, said that the Internet is a series of tubes, those in the Internet intelligentsia gave a self-satisfying chortle at his naïveté. Now in the age of mobile, it turns out he was more right than we were.

Stevens saw it as tubes, but the early days of the Internet might more accurately be thought of in the same manner as the early days of the universe, with all manner of matter floating around, not yet having coalesced into definable entities. As such it used to look pretty much like this:

To bring…

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