Category Archives: Study Case

“Graph Search is a completely new way for people to get information on Facebook.”

That was Mark Zuckerberg, in January, presenting Facebook’s new tool: Graph Search. Want to
know more? Keep reading.

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Why so serious: about the transmedia storytelling

What it is?

Difficult words, easy explanation. The transmedia storytelling is simply the fact of telling an history through different media. Thanks to new technologies and the interaction the make possible between consumers and consumers and brands, this last ones can ask their audiences to react, to interact with them, under the cover of a alternate reality experience.

THE example

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The biggest and most succesful example of this advertising concept is, no doubt, the campaign made by 42entertainment (Pasadena) for the release of the Christopher Nolan movie “Batman, The Dark Knight”.

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Please Mind the GAP : The Power of Consumers

French marketers have designated one word to refer to the power Internet users have today: “consomacteur”. Mixing “consumer” and “actor”. Because nowadays brands no longer have the power. Especially through social networks where consumers can directly interact with brands, with not always the best results. Great example of this is the case of GAP, one of the most polemical moves of the brand in its whole history.

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Free can be expensive

The facts – The set up

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T.G.I Friday’s launched in september 2009 a Facebook campaign aimed to attract consumers to its fan page, focused on the “Woody” role, an around-30 years old guy still living at his parents’ house.

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Social Media Stats compiled by Sarah Evans (www.adage.com) and visualize by Matt Siltale. Amazing data and amazing work, enjoy it!

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“Steve Jobs would have called this insanity”

Ron Johnson, JC Penney CEO

On its 110 anniversary, JC Penney brand, led by its CEO, Ron Johnson and its President, Michael Frances, decides to carry out a huge rebrand to boost its business.

This post is about how changing several aspects of its marketing plan, any brand can achieve a fresh start.

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Social Networks

The influence of social networks is each day more palpable all over the world. However, even if it is considered by many people to be a novelty which has developed over the last decade, we can say social media is no more than the natural result of the Internet’s evolution towards its own initial objective: to facilitate information exchange between users.

Analyzing social networks, we soon realize they are not just a communication channel but a whole ecosystem characterized by its dynamism. The importance Social Media has lately acquired can’t be denied:  with 350 million active users, Facebook’s population is now larger than that of the US.

Internet users used Social Media 56% more in 2008 than the year before. Time spent on social networks has definitely eclipsed the e-mail and its relevance in the advertising ambit has caused the birth of professional figures focused only on managing a brand’s presence on them such as the Community Manager.

Nevertheless, even the magnitude of the Social Media phenomenon, companies’ understanding of them appears quite limited. A lot of companies have decided to release public profiles in several social networks without adequate knowledge or a consistent communication strategy. In this case, any action you take socially can go against you at any time.

The reason why is because Social Media has two particular characteristics that it doesn’t share with any other media and that are absolutely necessary to keep in mind:

  • Consumers can speak absolutely freely
  • Companies can’t control all the information about them on the net.

Thus, the objective of this post is to highlight some of the key issues that will help your brand to obtain profitable results through Social Media.

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