Article

Advertising and Marketing

April 8, 2013

Pinterest has been a significant strategy change for a lot of our clients in the last three years. Pinterest now has roughly 30 million users on its platform. And that social network is very ripe for our clients’ health. We’re creating campaigns directly targeted towards Pinterest that are optimized for the user base there. Comparable Pinterest user traffic is much higher ROI based than we see with Facebook and Twitter.

DeNAUGHEL: Obviously social is a huge part of it, but it’s how you use it as part of the larger whole. It’s not necessarily the best awareness media, but it’s using that as part of the whole and how it integrates with the rest of the campaign—not just doing it because it’s the newest, latest thing. But using it wisely and using it for building a relationship with your consumer. It’s not about telling them what you want them to hear, it’s more about listening to them. Ultimately, what you’re hoping for is that not only are you hearing from them, but they’re also becoming your advocate—they’re advocating your brand as well.

PENNA: A traditional branding model was this push method—you push the message. There was a beginning, a middle and an end to a campaign. Now with the digital brand, it’s a conversation that never ends. That’s a thing that CMOs are looking at nationwide, that combination of traditional tools and new tools. Because finding that right combination is key. That’s the biggest thing that CMOs and communication firms have learned: the digital brand is a new animal.

BLACK: Generally, people need not be scared of it. Marketing hasn’t changed since the eons of time. Basically we need to find where our customers are hanging out, understand if they really are our customers and our buying public, and then hang out in those places. It’s really more conversational, more active.

We have many clients on Pinterest. We have a culinary lady that’s in the food business. She relies heavily on Pinterest. But it’s interesting that her website drives to Pinterest more than Pinterest drives to her website. Because they look at it as a validation tool. OK, they really are legitimate, they have a lot of followers in Pinterest even more than maybe they do on their website or Facebook.

We’ve just got to take our conversation to where our clients are hanging out. And we have to understand that our clients sometimes aren’t on social media. So let’s not be afraid of traditional media as well.

PLOQUIN: The big shift we made last year was the function of mobile first. We did this for Jack-in-the-Box. It was an exciting thing because mobile is taking the conversation everywhere. And there’s a level of convenience that customers are not expecting. We are now designing with this notion of mobile as the first delivery mode, and then all the other channels.

The other big shift for us is where we get our insights. We used to get our insight from traditional focus groups and consumer surveys. Now with social media tracking tools, we get insights just from observing online. We love the new tool called Newvee. It’s a data visualization tool that helps us track and look and meet our customers where they are. It’s not one siloed channel, but it’s all of them that create this KPI that we’re driving for. 

HORLACHER: On the legal side it’s been very interesting, because the statutes that we’re dealing with really weren’t designed for what’s going on in the digital realm. A quick example: key word advertising, search engine advertising. There’s a lot of litigation about using somebody’s trademark—like if I take the Mozy trademark and use it in search engine advertising, is that trademark infringement? There’s case law now that says it is. But it’s still kind of cutting edge.

If you’ve got somebody that’s a fan and they’re using your trademark on their Pinterest or Facebook page, what’s the strategy for going after them? Because sometimes they’re a fan and you don’t want to knock that down. Sometimes the repercussions are worse from stopping them, because then they’ll spread the word and you’re just the big, bad guy.

It’s created a lot of interesting issues, both from your legal rights and from a PR standpoint. Do I really want to do this? Will it be worse if I enforce my rights? And it’s also made protection of brand by registering your mark that much more important. Because if you can go to Twitter and Facebook and show that you have a registered trademark, they’re much more likely to respond to you.  

PARKIN: With what I do at the zoo, social media really comes down to customer service. You’ve got to provide your guests, your customers, a quality experience. Because guess what? They’re going to be out talking about it online to thousands, tens of thousands of people. And all it takes is one negative experience and it could impact your business.

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