You are currently browsing the archives for October, 2007.

Samsung's Invitation to Share “Defining Moments” in Sports

In partnership with FM, Samsung launched Defining Moment of the Weekend, a site that invites visitors and passionate sports bloggers to submit their takes on “defining moments” among the latest NFL match-ups.

Samsung site

Bloggers from the SB Nation sites, ArmchairGM and PROTRADE, as well as visitors to the site, contribute content, and other visitors can vote on the “defining moments” they like best.

Jeff Ma, co-founder of PROTRADE and unabashed Patriots fan, posts his “defining moments” in video:

PROTRADE’s Jeff Ma

Here’s a post by Fooch at Niners Nation, in which he explains to his readers how the Samsung sponsorship works:

Niners Nation

“While we get the taste of another ugly loss out of our mouths, I wanted to point everyone’s attention to a little something with which SB Nation has become involved. Federated Media is the marketing company for SB Nation and they have scored us a campaign with Samsung called “Defining Moments.” What it entails is various blogs (SB Nation football blogs among others) offer up their thoughts on the defining moment for the past Sunday’s games. At that point they post all the submissions at their website (click on the logo to the right to get to it) and open up the polls to vote for which one you think is the defining moment of the week….

“Anyways, head on over to the Defining Moments and if you agree with me, go ahead and vote for me. I think if I get the most votes, they’ll post video from the Patriots game with Niners Nation listed below the video in the top left of the page. However, you do have the option of submitting your own defining moments through a link at the top of the page.”

See? It’s not that hard to do cool, high-value marketing sponsorships and still be transparent with your readers! One way to measure whether or not it’s working for the target audience (ie, is it, in fact, high-value) is visitor engagement levels. In the first 48 hours, one in five visitors to the site participated at some level, either by submitting their own “defining moment” or by voting on one they liked. Not a bad start.

Congrats to Dev Pillette, Matt Jessell, Bernie Albers and Bill Brazell — the FM team that worked on this program — and to Louis Giagrande and the innovative crew at Samsung for bringing this idea to life.

PR Guru Charlie Kondek On How Not To Pitch Boing Boing

Bulldog Reporters Daily Dog

In a guest column at Bulldog Reporter’s Daily Dog, Charlie Kondek describes Boing Boing as the NY Times or Oprah of the internet, but also guides PR pros on the right and wrong ways to approach top blogs with a story. What a great tutorial! Am I allowed to republish so much of it here on my site?!

“Boing Boing is a grand slam to PR people working in new media relations. It is the holy grail of new media placements, the Internet equivalent of The New York Times or an Oprah Winfrey Show. But just because Boing Boing is top of the online heap doesn’t mean it’s a good target for your pitching effort. Knowing when it fits and managing your client’s expectations when it doesn’t are as important as your pitch-text crafting skills.

“Really, this speaks to a larger problem. Clients know they want to be online, but they often don’t know as much about the online outlets that are most relevant to their business. Many of them have heard of Boing Boing and it springs (pun intended) to mind when they think of the digital landscape. In their minds, it represents the full power and scope of blogging.

“I see Boing Boing referenced all the time in case studies and presentations by PR and advertising firms. You’ll see a quick succession of PowerPoint slides that tells a story like this: “Average Joe blogs about a bad experience with your company. The next day it is picked up by Boing Boing. Then it’s Digg’d. Then it’s ALL OVER THE NET, and your shareholders REVOLT!” I myself have often heard, “What does it take to get us on Boing Boing?” or “Do you think the Boing Boing guys would go for that?”….

“Boing Boing flourishes because its readers send it all kinds of great suggestions and because its contributors are very good. There’s a very specific process for this, so by all means pitch them as they want to be pitched.

“Chances are good, however, that Boing Boing does not want to try a new dog food. They may not even be interested in your new social media environment or software application. They might be interested if you are pitching on behalf of a small, quirky toy maker or a new, modern art exhibit, and they are definitely a powerful force for making online videos and other net items “viral.” But if you think you can slap together a thirty-second spot of a kid wiping out on a skateboard, brand it, upload it to YouTube, submit it to Boing Boing, and have it be the next Star Wars Kid, you got another think coming.

“Ditto Dooce, who, last time I checked, doesn’t accept overtures from PR firms but is receptive to ad buys….”

“Instead of lusting after these hard-to-get blog placements, your time would be better spent identifying other targets for your pitching effort and evaluating them for your campaigns.”

Embarrassing Moments In Online Advertising

Thanks to my colleague Lester Lee for adding these images to my file on contextually-targeted ads gone bad. First, Google-served text ads for Days Inn alongside a CNN article on lawsuits against Days Inn for alleged price gouging following a recent hurricane.

Days Inn Google ads

Then newspaper-industry ads pitching the merits of newspaper ads over online — since newspapers are “a destination not a distraction” — alongside a Mediapost headline calling the revenue picture for newspapers “deeply depressing, ad business shifting to online.”

Newspaper Ad Bureau

Oops.

BusinessWeek Syndicates FM Business Blogs

BusinessWeek’s Blogs section now features content feeds from several FM business sites, such as Fractals of Change, Duct Tape Marketing, Dane Carlson’s Business Opportunities Weblog, Springwise, Small Business Trends, LifeClever, Alarm:Clock, VentureBeat, Techdirt, Guy Kawasaki’s How to Change the World, and GigaOM. They’re on the right side, under “Featured Partner Blogs.”

BW Blogs

ChasNote In Polish!

My journalist friend Magda Rittenhouse interviewed me for a piece she was writing for Poland’s PRESS Magazine on the NY Times’s decision to scrap Premium, the paid-subscription section of their website. She described PRESS as Poland’s rough equivalent to Ad Age.

PRESS Poland

I’m not sure what the article says I said, but it’s under the subheading “Google Rozdaje Karty,” which, according to Poltran.com means “It distributes cards (karts) Google.” Maybe I said something like “Smart move, NY Times. Free access to your content will encourage more people to link to it and will result in more traffic by way of the organic search results at places like Google.” Well, whatever it says, it’s fun to be in Polish!

PRESS page 3

Ads That Clean Up the NeighborHood

From Springwise, a British firm called Street Advertising Services “uses high-pressure cleaning machines to wash brands, logos and adverts onto dirty pavements.”

Sidewalk Ads

Godin: Viral Is More Than Word of Mouth

From Seth Godin’s blog:

Seth Godin

“Word of mouth is a decaying function. A marketer does something and a consumer tells five or ten friends. And that’s it. It amplifies the marketing action and then fades, usually quickly. A lousy flight on United Airlines is word of mouth. A great meal at Momofuku is word of mouth.

“Viral marketing is a compounding function. A marketer does something and then a consumer tells five or ten people. Then then they tell five or ten people. And it repeats. And grows and grows. Like a virus spreading through a population. The marketer doesn’t have to actually do anything else. (They can help by making it easier for the word to spread, but in the classic examples, the marketer is out of the loop.) The Mona Lisa is an ideavirus.”

Nielsen C3: Broadcast Audiences Drop 7% At Breaks

Ad Age breaks out the Nielsen C3 data by network.

ESPN2, it turns out, has more people watching its commercials than its programming. Kinda makes you wonder if Nielsen’s new methodology is fully buttoned up. Ad Age’s theory: “That boost is probably due to score-craving fans who click over to ESPN2 and its perma-scroll at the bottom of the screen.” Or maybe is the eye-catching beer commercials.

Bud Light - Life Is Good

The big four broadcast networks are losing more than 7% of their viewers during commercial breaks — worse than the 3% average reported earlier.

New, More Personal Ads from Facebook?

That’s the rumor, according to Ad Age.

More WOW Players Than Farmers

From Boing Boing:

“there are more World of Warcraft players in the USA than there are farmers (though of course the two aren’t mutually exclusive).”

Massively multiplayer online games ain’t so niche anymore, I guess!