A friend recently referred to me as ‘a social media maven‘ as she was introducing me. I thanked her and engaged the people she introduced me to while noting that I have indeed earned that title. Soon I hope to capitalize on that status. Perhaps I should add ‘a social media maven‘ to my business card?!
Two recent articles by main stream advertising/marketing publications highlight blogging and social media relationship marketing. It is good news for professional bloggers trying to become respected and hired by the these firms. The first article from Direct Marketing News notes that Advertising and PR Agencies are beginning to form social media units to deal directly with relationship marketing for the brands they represent. The second from Ad Age talks about bloggers creating a buzz for a seasonal product.
I was fortunate enough to be part of both campaigns mentioned in the articles below. That in itself is very satisfying to me as I am working toward a short-term goal of supporting myself as a blogger. My longer-range goal is to run the social media efforts for a brand in the DIY, art/craft or food industries. All my strengths are displayed daily here in my blog…a living, organic resume that allows prospective clients to know what I can do before they even approach me.
I am fairly new to the world of paid posting and reviews. I struggled for several years to monetize my blogs (I have been blogging since 1999 with the intro of Live Journal). However, that vast knowledge bank and skill set I have acquired by actually using social media on a daily basis for over 16 years now, should speak for itself as I move toward my goals.
This article that appeared today in Direct Marketing News:
Agencies open separate social units
While social media is a key part of almost every agency’s offerings, a number of agencies are now launching separately branded and operated social media entities to offer more focus and expertise in this quickly evolving space.
Ahead of the curve was shopper marketing agency Mars Advertising, which created Collective Bias more than two years ago to tap the power of bloggers and social media influencers. Collective Bias works with more than 1,000 bloggers to discuss ?client products and in-store shopping experiences.
John Andrews, cofounder and CEO of Collective Bias, believes that being separate — and, yet, connected — to Mars is integral to the social brand’s growth. “We could not have moved as fast as we have without the support from Mars,” said Andrews. “But at the same time, we couldn’t have moved as fast without the freedom.”
For Ron Hudas, brand manager at AkzoNobel Decorative Paints, the structure resulted in “probably the most seamless experience I’ve had working with an agency.”
AkzoNobel selected Mars to manage Facebook, Twitter and social couponing efforts intended to build awareness when Akzo’s Glidden Paint became the sole paint supplier to Wal-Mart Stores. Collective Bias worked to get the blogosphere talking about the partnership and Glidden continues to use blogger testimonials in its ?digital marketing.
“The marriage between the two became crucial to the success of the campaign,” Hudas said.
Ad Age ran a similar article last week:
Halloween May Help Walmart Break Curse
Retail Giant Aims to Cut Into Temporary Shops’ Sales With Store Sections Devoted to Holiday, Exclusive Limited-Edition M&Ms
By: Jack Neff Published: October 24, 2011
Walmart is banking on a big Halloween to scare up sales it needs to break a nine-quarter streak of declining same-store sales, having increased purchases of Halloween merchandise by 20% over last year, according to people familiar with the matter.
Part of the effort to get the sour taste of decline out of its mouth is White Chocolate Candy Corn M&Ms. The limited-edition Mars product exclusive to Walmart is in short supply in many stores, and some people have taken to eBay, Amazon or the website CandyCornMMs.com to sell the product at three times or more the price of $3.49 bags retailed for at Walmart.
Candy Corn M&Ms
Fueled by social media as well as promotions and print-at-home coupons on Walmart.com, Mars has lent at least a small hand on the Halloween front with its Candy Corn M&Ms. Despite the name, they don’t taste like candy corn, but they have generated substantial managed buzz.
Several bloggers affiliated with shopper/social-marketing agency Collective Bias began promoting the Candy Corn M&Ms last month. A spokesman for Collective Bias declined to comment, and a Mars spokeswoman didn’t return a call and email for comment.