Archive for the 'Digital Media' Category


Social Media Marketing: What Brands Can Learn From “Mother Monster”

What could your brand do with 40 million followers on Twitter?  What about 45 million?  Celebrities such as Lady Gaga and Justin Bieber send out tweets daily to this amount of followers, while their fans continuously respond with compliments, love, and devotion.  So, what can brands learn from these enormous celebrities about how to create an engaging and interesting social media presence?lady-gaga-social-media-tactics

 1—Create A Culture

“Little Monsters” may be a little to eccentric for a company to call their customers, but the united culture is something to strive toward.  Lady Gaga has managed to turn her fans into a loving, supporting culture.  “Mother Monster,” as she’s called, has given her fans a home, and a sense of belonging.  Customers, consumers, and users are all terms that are too disconnected.  A brand should show their customers that they have a subculture that their buyers belong to; a family they didn’t even know existed until they started using your product and service.  Make your customers be proud to be your “little monster.”

 2—Believe In Your Message, But Don’t Take Yourself Too Seriously

Sarcasm is now a language within itself.  Sarcasm and humor demonstrate personality, which is crucial to a company’s social media presence.  You want to offer a human aspect to your accounts so fans and followers know they aren’t just engaging with a robot.  Lady Gaga is never afraid to poke fun at herself, her songs, her crazy sense of fashion, and the world around her.  Showing personality helps followers relate to your brand’s voice and feel like they know you.

LittleMonsters-Private-Beta 3—Encourage Collaboration

Shockingly, the people that know your customer base the best are your customers!  Lady Gaga took notice that her fans were just as artistically inclined as her, and opened up her own social network,  This site has provided a community for her monsters to share their art, while also creating relationships based on acceptance and their love for Gaga.  Opening up an opportunity for customers to use their creativity with your brand can help build loyalty towards your brand.

What are other celebrities that companies should learn lessons from?  Or what are other lessons that can be learned from the big names in music, movies, and TV?  Share with us in the comment section below, and also on our Facebook and Twitter!  Also, check out how we create brand cultures on social media at


Find Blood via Facebook

Most treatments depend on blood. And finding a matching donor can be a problem for many hospitals and clinics around the world.

Now in India, a project called is saving lives. The Facebook-powered campaign encourages blood donations and enables potential donors and recipients to make contact with one another through the online forum.

Social Blood connects people who has same blood type. Choose your blood type from the website and join the Facebook group. It’s that easy. After you become a  member of your blood type group, you can invite your friends, post a message in emergency or respond to requests for blood donations.

“A recent post from a man asking for blood for his daughter received 74 responses in 24 hours,” said 22-year-old Social Blood Founder Karthik Naralasetty.

This simple idea of connecting via Facebook is taking social media to the next level. Could your health organization benefit from a similar campaign?

Let us know what you think about Social Blood, we would love to hear your feedback and comments here on The Side Note, or via Twitter @Weise_Ideas or on Facebook.


Brand Advocates make the Best Endorsers

Are you in love with your car? How about customizing it? Considered color-matched exterior mirrors with your headphones? You are not the only one who loves their car with passion. One of my favorite brands, MINI, ran an outdoor campaign last month in Berlin that brought to life an unconventional marketing idea. MINI is a unique brand which truly allows buyer to express their unique personality.

KLLD global lead agency for BMW group has developed a new campaign for MINI, inviting millions of fans of the car from around the world to become part of the MINI family. This is a brilliant campaign because ir creates a personal experience for buyers, like the tagline says, “It’s Personal. Be MINI.”

In this campaign, brand users got the chance to be in a MINI ad campaigns. Participants were invited to enter MINI Photo Box, clamp on a pair of vibrantly colored headphones and select their favorite model from the MINI family with color-matched exterior mirrors. There were four colors and four models to choose from: the MINI Hatch, MINI Convertible, MINI Clubman and MINI Countryman.

Next, participants appeared in real-time on a video screen together with their photo and personalized MINI model. The MINI campaign was set up overnight on May 16 and continued until May 29 at the intersection of Kurfürstendamm and Joachimstaler Straße in Berlin. The campaign also ran simultaneously with a Facebook launch. (LINK TO:)

“With our ‘It’s personal’ campaign, MINI fans interact individually and authentically in an urban environment,” says Julia Hartmann, MINI Brand Management. “Through the personal configuration of the model, along with their choice of colors, we encourage them to express their personality – in front of friends and a global audience.” This unconventional guerilla marketing campaign was set to reach more than two million people on location and over 1.8 million MINI Facebook fans.

What do you think about making brand users into stars of an advertising campaign? How would it help your business get more attention? Share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help in this blog post.


Branding Content: How creating a persona for your brand creates ROI

Branded content is essentially a fusion of entertainment and advertising that has been around for decades, just think of soap manufactures and the soap opera. With social media and the increasing prevalence of mobile apps in our daily lives, branded content seeks to have an increasingly large role in marketing and advertising of brands in the future.

Branded content can be anything from a short film, music, game, blog, mobile app, newsletter, blogzine, microsite or real-life event. The content merely exists to entertain and educate the consumer, while conveying subtle brand messages in the mean time. But more than this, branded content creates a persona for your brand and helps engage target audiences in a reciprocal relationship.

The idea for a brand is to listen to online conversations and establish what interests your target audiences. Is there a need or desire for certain information? Can you provide that information in an engaging way?

The most successful branded content programs are able to blend messaging in a seamless and transparent fashion, while still getting the information across to the consumer. Branded content creation serves several purposes: customer entertainment, stealth advertising and social engagement.

An industry that has embraced branded content is the fashion industry (see Louis Vuitton’s NOWNESS), but other brands that get it right are:

The iFood application allows users to:

  • Email or print coupons for Kraft products or even add them right to your store savings card.
  • Find recipes and post the ones you love to Facebook
  • Scan and enter a barcode to add to a shopping list or find recipes
  • Print shopping lists, coupons, and recipes
  • Get detailed recipe directions and even video tutorials
  • Set alerts about planned recipes, recopies of the day or special offers
  • Find a retailer to buy your products

Now, tell me that wont build more consumer loyalty?

Branded content is about creating an experiential story; It’s about crafting stories though every communication tool – signage, display advertising, print, radio and television ads, that are then translated to the web, social networks and now mobile apps. In the end it really comes down to knowing your customer extraordinarily well. By consistently engaging your audience via editorial content that is expertly mixed into the e-commerce landscape, you can tie sales. The best social media and branded content executions out there are driven by narrative, not commerce.

Branded content is quickly becoming a cost effective, long-term online marketing strategy that industries will continue to utilize as brands and retailers look for new, innovative ways to connect with customers online.

What impact do you think branded content can have on consumer behavior and where do you think this technique is headed in the future? We’d love to hear, so post a comment on The Side Note Blog, send us a tweet @Weise_Ideas, or find us on Facebook: Weise Communications.


Home Tweet Home: Twitter Unveils New Look

Twitter unveiled a new home page design that includes an enhanced sidebar with images, video, and user profile information. without leaving your news stream. The change is notable because is still the most popular way for people to use the service. Despite the prominence of social media dashboards like HootSuite, 78 percent of all users access the service through

Click for New Twitter Intro Video

The new look has two columns:

  • On the left users will find @mentions, retweets, searches, and lists just above your timeline
  • On the right users will find last tweet and familiar features like whom you recently followed and who recently followed you and trending topics

For marketers, there is a brand new advertising opportunity. The right hand column has enough space for embedded media. So, you can get a youtube video or a twitpic without being directed to a new site. Twitter co-founder Evan Williams says “Embedding the media doesn’t make Twitter more complicated,” according to Williams. “It makes it simpler because you don’t have to open up another link.”

The new Twitter still comes up short in a few things it still doesn’t provide:

  • Analytics to user
  • Conversation threads
  • Email-like nesting of tweets between users

For a preview, here is a sample of the new twitter page with an embedded twitpic.

For comparison, below is my Twitter page with the old layout and the new layout. What do you think of the redesign? Let us know in the comments below. You can find Weise Communications on Facebook and follow @Weise on Twitter for more updates.


Adidas: The Model for Integrated Social Media Campaigns

As a part of ‘Every Team Needs a Fan’ campaign, Adidas is teaming up with recognizable athletes Reggie Bush, New Orleans Saints; Dwight Howard, Orlando Magic; BJ Upton, Tampa Bay Rays; and Dale Earnhardt, Jr. of NASCAR to engage sports fans across the U.S. for the 2010 FIFA World Cup. Adidas is the provider of the World Cup game ball and is extending their awareness at the global event with these four brand ambassadors.

Reggie Bush traveled to South Africa, in addition to conducting interviews with multiple media outlets, he shared a picture (right) on his twitter account with U.S. player Jozy Altidore (also an Adidas athlete) minutes after the U.S. beat Algeria.

Each ambassador is posting Facebook updates, they are tweeting during and between World Cup games. Each one has shot YouTube videos. (Dwight Howard’s is the most entertaining.)  To get people even more engaged, there is a competition for the ambassadors to get the most fans and Dwight Howard is hosting a watch party in Atlanta for one winner that signed up through Facebook.

Here are many of the locations the integrated social media campaign appears:




Individual Websites

Adidas has done an exceptional job of extending their brand presence through athletes they have endorsement deals and having them cross-over into different sports which exposes fans of these other sports to these athletes and Adidas.

BJ Upton’s participation has been limited in this promotion, however he recently became embroiled in controversy and it is possible that Adidas downplayed his role in this campaign.  This shows Adidas flexibility to adjust the campaign on the fly and the flexibility of social media as a marketing tool to enable such adjustments.

Let Weise Communications on Facebook know about the best thoroughly integrated social media campaign you’ve seen.


Bing Breaks New Frontier by Adding Social Media to Search Results

Bing, the Microsoft search engine, launched a new homepage that features real-time results from Twitter and Facebook, however the results are filtered. Demonstrating sensitivity to well-publicized Facebook privacy issues, Bing displays updates only from Facebook fan pages and shared links from ‘non-fan’ pages in which the status is set to share content with everyone.

The new homepage is separated into two sections. The top section, Public updates, displays Twitter feeds and content from Facebook fan pages. The bottom section, Shared links, includes the latest tweets and links from individuals’ Facebook pages that may include YouTube videos.

Wednesday night, the Chicago Blackhawks won the Stanley Cup, below are the results from the new Bing ‘social’ search. It shows both the Public updates and Shared links sections.

The potential for Twitter to maintain a prominent position on search engine homepages could provide major opportunities for marketing.

  • Timeliness – Using Twitter makes sense when the need for immediate information is high, now Bing gets your information out to many more where it can be retweeted.
  • Promotions – You have the ability to tell the entire Bing-using universe the latest news without a huge investment of time or money.
  • Reach – You significantly extend the reach of your social media network, plus through Bing users can search for you to fulfill a specific need.
  • Content Optimization – It will be critically important to optimize the content of your tweets to ensure they can be searched effectively by Bing.

Tell us if you have any Twitter marketing success stories, and we’ll post the best ones here.

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Top Six Secrets to Search Engine Optimization (SEO) Revealed

I participated in a webinar conducted by HubSpot, the Cambridge-based Internet marketing company, focused on tips and tricks to organically optimize a company search engine rankings.

The biggest takeaway was the creating of a ranking algorithm as a combination of context, authority and social graph.  HubSpot identified six SEO tips for companies.
1.    Optimize Your Content – The content you create must be a combination of what ‘searchers’ are looking to find and the keywords that search engines require.
2.    Attract Links to Your Content – Links are on-line recommendations from trusted websites. The most often shared items are new data and insightful blog posts. On the other hand, discount offers and product information are the least shared items.
3.    Publish Relevant Content Frequently – Internal HubSpot research showed that 61 percent of blogs are updated once a week or less.  Also, if you commit to a daily blog, you’ll be in the Top 10 percent of businesses.
4.    Be Active in Social Media – With the explosion of Twitter, Facebook, LinkedIn, and Digg, interesting content is shared by trusted sources. Sharing content you find interesting will also help others consider sharing your content.
5.    Build Large Social Media Networks – Lisa Barone of SocialNetDaily gives 8 Ways To Find Relevant Followers On Twitter – see how easy it is to share relevant content.
6.    Use Call to Action on Landing Pages to Convert Leads – Once you have increased traffic to your website, you need to capitalize on the increased interest in what your company is saying. In the same HubSpot research, 41 percent of businesses acquired a customer through Twitter and LinkedIn, 46 percent through their company blog.
Tell us if you have any success implementing these tips, if your search engine ranking increases and if you are able to convert a lead generated by your social media efforts.
Follow Weise on Twitter and check out Weise Communications on Facebook and “Like” it for future updates.


Three Ways to Protect your Facebook Profile

Yesterday, Facebook has revealed a host of security features to fight spam, malicious attacks and phishing scams – coincidental timing after Facebook board member, Jim Breyer, fell for a phishing scam as reported by CNET on May 10th. Facebook added a layer of authentication when it notices unusual activity. Facebook might ask you to confirm your identity by correctly identifying tagged friends in photos on your account. Another security feature notifies users when their account is accessed from a computer or wireless device they haven’t used before.

Facebook is asking users to opt-in to the new security settings.  Good luck figuring out the privacy settings, as you need to navigate through 50 settings with more than 170 options. The New York Times created a detailed drawing of the “tangle of options” confronting each user. My favorite note is that the Facebook privacy policy is now longer than the US Constitution. Even Elliot Schrage, Facebook’s vice president for public policy, said their efforts “appear to be too confusing for some of our more than 400 million users.”

Despite the tangles, it is critical that individuals protect themselves because Facebook has become a target for scammers looking to phish for personal information.  Here are three things you should do to ensure you are protected.

  1. Tighten up Facebook settings. The default settings for Facebook leave users most vulnerable.  You need to take the time to determine what you want others to be able to access on your page.
  2. Stop taking quizzes. We all have seen the 25 things you don’t know about me quizzes. However, many of the questions (name of your first pet, favorite restaurant, where you met your spouse, etc.) are also the most commonly asked security questions that could give someone the info needed to access your financial accounts online.
  3. Don’t trust tiny URL’s. Since it’s introduction, tiny URL’s have long been used for cloaking links to spam and malware that could harm your system. Before clicking on a tiny URL, find out where it goes by entering them into a URL decoder, such as LongURL.

Remember, Facebook is a great place for cybercriminals to lurk since people implicitly trust information that ‘appears’ to come from friends.

If you have any tips and tricks to help navigate the Facebook security maze, let us know and next time you are on Facebook, check out Weise Communications and “Like” it for future updates.


Creating Provocative Headlines

One of the keys to successful online marketing is to have fresh, break-through content updated on your website regularly.  However, getting people interested in your content means that you have to have a headline that immediately captures attention.

There are times when authors struggle to generate catchy headlines, now we have a resource – and it’s free!

The Linkbait Generator performs a simple function; it generates captivating headlines based on the subject you type.  As most know, linkbaiting creates a natural backlink for your web page by getting people to tweet about it, blog about it or post on user generated content sites.  In short Linkbaiting helps your content go viral.

For example, I typed ‘Social Media’ in the subject line and the Linkbait Generator returned these headlines.

  • 10 common misconceptions about social media
  • Why social media sucks: myth vs. reality
  • 5 insane but true things about social media

I could easily see blogs about any of these topics.  As a side note, not every headline will be good or relevant, but with a little patience, it will return something you can develop into an interesting idea.

Tell us if you have any success using Linkbait Generator and get tangible ROI as a result of a more provocative headline.

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