Heineken: What's our new face?

Heineken은 유럽에서 항상 맥주 선호도 1위를 차위하는 부동의 기업인데요... 무려 22년동안 1위를 기록했다고 합니다!! 그렇다면 Heineken는 어떠한 소셜미디어마케팅을 펼치고 있을까요? 궁금하지 않으세요? 오랜만에 재미있는 기업사례를 적으니 많은 관심바랍니다~~ 아 맞다! Heineken은 네덜란드회사에요^^

 

여러분은 Heineken하시면 무슨 광고가 제일 먼저 떠오르시나요? 저는 예전에 TV에서 인상깊게 본 광고가 하나 있는데요. 여자들끼리 모여서 파티를 하는데 파티주최자 자신의 멋진 드레스룸을 보여주자 다른 친구들이 부러워하는 장면이 나옵니다. 그 다음엔 남성의 시선으로 바뀌는데요. 남자들끼리 모인 파티에서 파티주최자가 보여준 건 간지나는 드레스룸이 아니라 바로 Heineken으로 가득 찬 와인셀러였습니다! 환호하는 남성들의 모습을 보여주면서 끝났던 이 광고는 광고가 방영된 지 시간이 한참 지났지만 아직도 저한테는 가장 기억에 남는 광고인데요. Heineken 맥주를 보면 저는 자동적으로 "친구" "즐거움" "환호"와 같은 쾌할하고 명량한 이미지가 저절로 떠올라서 ㅎㅎ 왠지 친구들끼리 축구를 볼 때 마셔야 할것만 같은 기분이 들게 합니다 ㅎㅎ

 

자 이렇게 멋진 광고들을 선보였던 Heineken이 이번에 공개한 소셜미디어마케팅은 바로 무엇일까요?

공개합니다~~

바로 Heineken의 새로운 face가 공개되는 것이죠 ㅎㅎㅎ 6월 1일날 Heineken의 새로운 로고가 발표되는데요!! 그 동안 Heineken을 상징해온 초록색의 날렵한 병과 로고! 이번 남아공월드컵을 맞아 일시적으로 새로운 디자인을 선보일 것이라고 합니다. Heineken은 이 광고를 Facebook과 Twitter 등을 비롯한 주요 소셜네트워크 개인페이지에 올렸는데요 ㅎㅎ 상당히 많은 수의 사람들이 과연 "What is our next face?"라는 질문에 많은 답변을 달고 추측을 하고 있답니다 ㅎㅎ

 

하지만 또한 Heineken은 한발 더 나갔는데요! 주요 패션매거진 (Elle, Vogue, Marie Clare, W, Cosmopolitan...) 등에 자신의 광고를 모두 개제하고 주요 패션매거진의 Twitter와 Facebook까지 광고를 포스트 하였습니다. 요즘 로고를 비롯한 제품 디자인에 민감한 사람들이 매우 많다는 점을 이용한거죠 ㅎㅎ 트렌드세터가 되고 싶은 사람들의 마음을 자극한 소셜미디어마케팅인 겁니다!!

 

Heineken의 새로운 얼굴이 저도 궁금하네요!! 과연 어떤 모습으로 나타나 저희를 환호지르게 할지 기대해볼게요~

 

 

 

 

Dior Lady Blue Shanghai

저번에는 Chanel 광고를 올렸는데요 ㅎㅎ 이번에는 영원한 샤넬의 라이벌이자 프랑스 패션의 양대산맥 중 하나인 Dior의 광고를 포스팅 해봅니다. 이전에 한번 Lady Rouge New York이라는 광고를 낸 적이 있는데요 ㅎ 이번에는 상하이를 배경으로 Lady Blue Shanghai라는 또하나의 멋진 영화광고를 만들었네요 ㅎㅎ 언제나 그랬듯이 Marion Cotillard가 뮤즈네요 ㅎㅎ 멋있는 광고니까 즐감하세요!!

Keys to Social Media Analytics Success

   Social media analytics is very important in that it helps corporate marketers accurately evaluate the performance of all social media marketing activities. Following are some important criteria to consider when assessing your performance:)

 

1. Attribute relative credit to social media investments for influencing customer acquisition, persuasion, and conversion

   Traditionally, corporate marketers adopted the "last-click attribution system," which means that visitors came from right before they converted was all that mattered. Corporate marketers evaluated their performance according to this attribution model and allotted money accordingly. However, this model had its own limitation and thus corporate marketers became aware that they should adopt new method to truly reflect their performance. They came to realize that customers do not simply visit a single website. Customers must be exposed to various channels before conversion takes place. Thus, corporate marketers need to attribute relative credit to social media investments for influencing customer acquisition, persuasion, and conversion.

 

2. Compare the direct traffic generated by social media to direct traffic from campaigns of mainstream online channels

   Corporate marketers do not only use social media to advertise their products and communicate with their customers. Social media is simply just one of those tools, but yet is gaining quite a huge popularity. Thus, corporate marketers should also be keen on how well other channels are performing on web. Traditionally, click rates were most valued. Yet, there are othe important factors to take into consideration such as page views, sales or conversion. Wise corporate marketers should be able to allocate right amount of money after comparing these results.

 

3. Understand the total impact that social media investment have on business from both direct traffic and indirect traffic perspectives

   As I reiterated, the number of clicks is not all that matters. There are two types of traffic: direct traffic and indirect traffic. Direct traffic is measured by how many people clicked through while indirect traffic is measured by how many peopl viewed through. Thus, it is necessary to take "indirect traffic" factor into consideration while assessing the efficaciousness of social media investments. It is also important to realize that customers do not visit social network channels to see campaigns or advertisements posted by many enterprises. Customers primarily visit there to chat with their friends and share their experiences and thoughts. They just happen to come across those social network marketing while engaging themselves with friend-networking activities.

 

4. Compare the view-through/click-through performance of social networking websites against other impression-based campaigns such as syndicated videos, blogs, microsites and display advertisements

   As I mentioned in the last night's article, syndicated videos are now enjoying its heyday for they are really effective at engraving powerful impression on customers' minds. Blogs, although is one of the oldest social networking channels, are still playing their roles as an effective marketing tool. Thus, it is really important to compare the view-through/click through performance of social networking websites to other channels. Good corporate marketers, based on collected date, make wise investment decisions.

The Broadening Reach of Social Media Marketing

Even though I had hyper-busy days last weekend, I should have updated more frequently ㅜㅜ

I am so sorry... but still love you all:)

----------------------------------------------------------------------------------------------

 

Today's article is about the radius of social media marketing... how far it has come!!

 

1. Social Networking Sites

Also known as "social networking services". Facebook, LinkedIn, Twitter, and other social network sites are being loved by many corporate marketers because these sites enable them to reach a larger group of audience with different genders, ages, and even interests. They are a very effective tool to reach demographically-targeted consumer groups. These consumers make fan pages on their social network services, which corporate marketers are really interested in. They can acquire a lot of demographic information through them. Moreover, companies distribute their online applications through these social network services and communicate with their consumers via these marvelous services.

 

2. Syndicated Videos

The use of videos as a marketing tool is increasing at an alarmingly fast rate. Corporates provide videos through YouTube and other syndicated video providers. Consumers are visually attracted by media contents created by companies. YouTube is definitely a harbinger in this field. This field will continue to grow as people post these videos on social networking sites or send them through i-phones.

 

3. Blogs

One of the very first social media, but yet still influential in the market. Blogs consistently provides high-quality contents on webs. Successful blogs attract thousands of people each day, establishing a powerful clientele. Through these blogs, companies can start up conversations or dialogues with their customers. Blogs are especially useful and effective in strengthening corporates' brand images. Blogs, though not popular as it was before, still enjoys their popularity and many corporates and consumers still express their deep interests toward them, which makes blogs a important marketing tool.

 

4. Review Sites

People frequently and consistently give their ratings on these review sites. Corporates keep their eyes close on these review sites because they are the places where corporate marketers directly gather information about people's preference over certain products. Although they account for a small percentage in social media marketing sector, their influence is not that minimal as their sizes are.

Louis Vuitton TV Commercial: Courtesy of Louis Vuitton

새로운 일주일의 시작인 월요일입니다:) 활기찬 하루 보내세요~~

----------------------------------------------------------------------------------------------

 

명품패션업계 부동의 1위를 지키고 있는 Louis Vuitton. Louis Vuitton은 명품 브랜드중에서도 TV 광고를 하지 않는 것으로 유명한 패션 레이블입니다. 그런 Louis Vuitton이 2008년 처음으로 TV 광고를 제작하여 화제가 되었는데요... "journey"를 motif로 한 광고입니다. 즐감하세요~

 

 

Get Yourself Connected!

I wrote an editorial regarding social media :)

---------------------------------------------------------------------------------------------

We always find delight in meeting new people from diverse backgrounds. We were just born in that way. We have this insuppressible instinct that forces us to step out to a larger world and to establish a bigger network. Before the advent of the Internet, people had to meet one another face to face, which ultimately limited a scope of social relationship. However, even after the Internet was widely distributed, people found it extremely demanding to make “true” relationships. Even though people were able to reach more diverse groups of people, they were not emotionally connected to each other. Why? In order to become friends, people need to share their ideas without any constraints. While exchanging their opinions in an open environment, people become frank and show other people what they hid inside before. That is the moment when a true relationship is born.

 

Hopefully, several inventive individuals came up with fabulous ideas that revolutionized the way people establish relationships: social network services such as Facebook and Twitter. People all around the globe are now buzzing about them and utilize them as a vehicle through which they can get acquainted with literally people from “hyper-various” backgrounds. For example, when a person posts a picture on Facebook, his friends see that photo and leave comments. When a person tweets, his followers see that tweet and make remarks. The process itself is so simple and direct, but its influence is utterly huge and profound. Social networks are the places where millions and billions of ideas are shared by again millions and billions of people. It does not simply end there. While those many different ideas are mingled and integrated, new valuable ideas are fashioned out of them. This is what makes social network services so unique and attractive. People are keenly aware of that what they say is heard by other people and now people can finally connect each other emotionally and establish genuine relationships.

 

Yet, the power of social networks is not merely limited to widening social webs. Social networks are currently changing the society. The only thing that can take our society to the next level is ideas of people. Social networks literally generate myriad ideas every day. The society pricks up its ears and listens to those different voices. That is why many politicians and corporate leaders keep their eyes open on these social networks. For example, the Obama administration takes advantage of Facebook and Twitter by creating their own pages where people can participate in policymaking. Enterprises freely communicate with their clients through social networks and maintain tight bonds with them. Information that they can collect from social networks is totally different from one that they can get from traditional media. People make candid statements on social networks because they know that those words will be seen by those they consider as truthful friends. Thus, information that social networks provides us with is definitely a changing force of our society.

 

The society is evolving at an alarmingly fast rate and so do our relationships. Our relationships are no more fettered by time and place thanks to the resplendent development in both hardware and software. The wall created by time and place is breaking down by the second. Social networks broke the wall asunder and opened the new world of connection. Join this social web today! Get yourself connected! You can not only establish true social relationships but also transform the society. You can become the protagonist of this era.

 

Commonly Used Social Media Tools

Today, we are going to see what social media are most used nowadays:)

----------------------------------------------------------------------------------------------

Rankings:)

1. Twitter(88%)

2. Facebook(87%)

3. LinkedIn(78%)

4. Blogs(70%)

5. YouTube(46%)

 

As you can see, Twitter, Facebook, LinkedIn, and Blogs are the top major 4 social media that are currently loved by many corporate marketers. It is noteworthy that, in 2009, Facebook ranked 4th while Blogs ranked 2nd. Although Blogs are still popular and powerful social media, it is less used than before. Facebook grew at a very fast rate and is currently employed as a marketing vehicle for many companies. There were some interesting facts to look at. Those who run small businesses were more likely to utilize LinkedIn while man tend to visit YouTube more than women. Twitter, by a small margin, won over Facebook:)

 

1. Tools used by those just getting started

2. Tools used by those using social media for a few months

3. Tools used by those using social media for years

Twitter is used by 96% of marketers who have been employing social media for years. It is also noteworthy that this group is a huge client of video than other groups.

 

4. Tools used by those who commit small v. large amounts of time

1. Those who spend a few hours a week are more avid users of video than those who work full-time with social media.

2. MySpace(which was often low in ranks) was used by 73% of those who commit more than 40 hours a week.

The Use of Social Media Marketing Part3

Flowers blossom in my school's garden. Finally, I can feel the spring:)

----------------------------------------------------------------------------------------------

 

Last week, I posted an article that listed the 10 benefits of social media marketing. Today, I am going to statistically prove them. Let's see~~~

 

1. Generated Exposure for My Business

No matter how much time corporate marketers dedicate themselves to utilizing the social media, 78% responded that the social media increased the chance of exposure to the public. Nearly all marketers who have been employing social media marketing strongly advocated the claim that the social media spawned much exposure of their business to the public.

 

2. Resulted in New Business Partnerships

The most notable thing in this bar chart is that 53.1% who have only invested a few months with the social media marketing succeeded in establishing new business partnerships. Those who invested 6-10 hours a week are reported to gain new business parnerships, which implies that it takes somewhat longer time for marketers to take advantage of this benefit when using the social media.

 

3. Reduced My Overall Marketing Expenses

When it comes to the social media marketing, what marketers need is only time. The vast majority of the marketers replied that they witnessed the overall drop in their marketing expenses. Those who run single companies are more likely to benefit more than those who run big ones.

 

4. Helped Us Rise in the Search Rankings

73% of marketers reported that their search engine rankings have risen since they implemented the social media marketing. More than half of those who spent 6 hours a week saw their search engine rankings go up.

 

5. Increased My Traffic / Subscribers / Opt-in List

 

At least 2 of 3 marketers found out that their traffics increased after adopting the social media marketing. What is notable here is that those who invested years in the social media marketing, by far, witnessed a substantial increase in their traffics. Moreover, owners of small business benefited more than owners of big business.

Universities and Social Media

안녕하세요... 어제는 AP 공부를 하느라고 아쉽게도 포스팅을 못했어요 ㅜㅜ 이제 AP가 완전히 끝났으니 열심히 글을 올리도록 하겠습니다!!

----------------------------------------------------------------------------------------------

 

지금까지는 기업이나 연예인들이 소셜 미디어를 활용하는 사례들을 많이 올려왔는데요... 오늘은 좀 더 다른 주체에 대해서 소개해보고자 합니다. 바로 대학인데요... 3학년이 되면 메일함으로 미국 수십개의 대학에서 홍보메일들이 날라옵니다. 보통은 엄청 유명한 대학이 아니거나 관심이 없는 대학이면 바로 휴지통으로 보내는 경우가 다반사인데요... 오늘 정말 우연치 않게 Ohio State University 메일을 잘못 클릭했습니다... (사실 별로 관심없잖아요?ㅋㅋ) 그런데 열어보니까 "아! 오늘은 이걸로 글을 쓰면 되겠다~~"라는 생각이 들었습니다. 백문이 불여일견이라고 직접 보는게 훨씬 낫겟죠?

이 친숙한 아이콘들이란... Facebook부터 시작해서 YouTube에 이르기까지 다양한 소셜미디어를 링크할 수 있도록 해놓았습니다. Facebook란을 보면 Facebook을 사용해 다른 고등학생들, Ohio University 재학생들 심지어는 입학사정관들과 친구가 될 수 있다고 말하는군요... YouTube란을 보면 현재 학생들이 어떤 식으로 생활하고 있는지 video footage들이 올라와있다고 말하고 있구요... 이런 식으로 단순히 자기네 학교가 짱이라고 단순히 메일을 보내는 것이 아니라 학생들과의 네트워크를 쌓기 위해 노력한다는 점을 캐치해낼 수 있는데요:)

 

대학들도 요즘 점점 기업가적 마인드를 가지고 운영하고 있는 추세입니다. 교육이라는 성스러운 목적을 지닌 학교가 돈이 중심이 되는 기업가적 마인드로 운영된다는 사실에 혐오감을 드러내는 사람들도 많습니다. 하지만 더 좋은 교육을 위해서는 학교의 재정상태가 건전해야 하죠. 그러기 위해서는 자산을 잘 관리하고 그 자산을 올바르게 사용해야 하는데... 그런면에서 기업과 많이 흡사한 모습을 보입니다. 실제로 기업가가 학교의 장이 되는 경우도 요즘 자주 보이구요.

 

이렇게 소셜미디어는 대학가에까지 발을 뻗쳤는데요... 좋은 학생들을 많이 유치해야 살 수 있는 대학에 입장에서 소셜미디어는 무한한 가능성을 제공하기 때문에 메리트가 크다고 생각합니다. 앞으로도 이런 종류의 대학메일이 온다면 언제나 환영일 것 같네요:)

 

NEW Chanel N°5 Film Commercial

총 방문자수가 1000명을 넘었습니다!!!! 많은 관심 감사드립니다:)

---------------------------------------------------------------------------------------------

 

프랑스 패션을 대표하는 Chanel의 Film Commercial입니다. Chanel의 N°5(Numero Cinq)라인은 Chanel을 대표하는 향수라인인데요. Audrey Tautou와 Travis Davenport를 등용해 한 편의 영화같은 광고를 제작하여서 프랑스에서 선풍적인 인기를 끌었다고 합니다. Chanel의 광고는 상품을 광고하기 보다는 분위기(milieu)를 광고하는 편이죠. Chanel을 쓰는 여성과 남성은 어떤 이미지인지를 표현하기 위해 부단히 노력하고 있습니다. 말이 기네요... 광고보세요:)