Social Media and the Fortune 100

7 07 2010

This is just one of the fantastic graphs put together by the team behind iStrategy, which breaks out what platforms the Fortune 100 are engaged with. For the full graphical work, click here.


eMarketer – How Engaging is Online Video?

7 12 2009

Many marketers want to get into video but there still seems to be a wide chasm between high-end, pricier work and the amateur, shaky free work. Simple video editing goes a long way and I’ve recently been working quite a bit with Windows Movie Editor which is ideal for a starter as it allows you to add effects to clips, import a soundtrack, basically 99% of anything that an amateur videographer like myself would be interested. I ain’t no Quenten just yet….

But video is important – hugely so in fact. In October, Eyeblaster released a report comparing dwell time on ads with and without video:

The implications are more far-reaching however than simple ad effectiveness. It’s what you already know – if a picture is worth a thousand words, then a good video may be worth a thousand pictures. And one point to stress here is that “good” can be defined on several levels. Surely quality is one, but I still see a massive gap between what audiences are willing to watch and what businesses are comfortable providing.

Often times, hesitation on a company’s part to include video for fears that it won’t be acceptable quality, result in them working with a “professional” shop that helps them create a high-quality video but ultimately one that falls flat on connecting with the viewer. I guess what I’m saying is the video being of watchable quality is one thing, but the video speaking to a core issue (example: why you should work with me, how am I) is an entirely separate one that may or may not be correlated to how professional the video production actually is.

Here’s a good example of a simple video that addresses a core business inquiry – in this case, what’s involved in forming a company in Hong Kong.

iPhone 3GS vs HTC Hero – Dogfight (

24 11 2009

So as I prepare to leave the corporate world (hopefully forever), obviously the most pressing question I’m struggling with is what will replace my crappy blackberry. I currently have an old beatup blackberry (8707v) and a God-awful plan because my company has issues with being on an intelligent or efficient smartphone plan, but that’s another post. Anyways, it has gotten me through some rough patches and definitely saved my butt a few times so I will miss it and the times we had – sigh.

But I’m THRILLED to be moving into the modern era and get me a smart phone that the rest of the connected world is actually using. I believe I’ll take a break from RIM for a while so am now considering the iPhone or an Android phone. In Hong Kong, the primary offering is the HTC Hero though I will likely hold out until a new version with Android 2.0 hits the market. Anyone know when that will be???

I found this video from Dogfight to be useful and sway me towards an Android phone. Long-story short, the “open-ness” of the Hero and the re-engineered focus on connectivity across networks certainly makes the Hero a contender to iPhone, though the initial versions of Android (“cupcake” and “donut“) fell a tad short of the iPhone experience. The early reviews of the Android 2.0 OS suggest a much better user experience and hence, a bloody rematch where Android phones may emerge victorious.

CNBC Video: Pete Blackshaw on the Future of Advertising

14 11 2009

The embed isn’t working very well but this is a good summary clip of some of the buzz taking place at AdWeek and also Pete Blackshaw’s thoughts on what brands need to consider about when it comes to both advertising and social media.


Toyota’s Yaris Social Media Campaign Off to Rocky Start

10 11 2009

I found this video originally from Laurel Papworth’s article where she lambastes Toyota for taking a shot-gun approach to social media marketing in the Australia market. They’ve given five agencies $15k AUD each to see what they can do with social in a “winner-take-all” contest.

Papworth correctly calls them on trying to take a strategy that would work with traditional advertising firms and platforms and make it work with social media. The mistake in this is that the online medium is far less unforgiving than print, radio, TV or even basic banner ads. If Toyota’s agencies don’t tread lightly (which in this case means treading with sincerity, humility and appropriate tone), they stand to do more damage than good to their online brand, largely due to the backlash that appears to have already begun by the people they know doubt had the intention of influencing.

I believe that the intensity of Papworth’s criticism stem from a correct assumption that Toyota underestimates the unique challenge of creating a successful social media brand as well how big a role strategy plays. And because of the fact that she and other bloggers certainly do appreciate these challenges because they’ve done it for themselves – they’ve done the social media equivalent of pounding on doors to build/maintain their following and brand. Toyota’s shotgun approach unavoidably comes off as a bad simplification of the strategy, responsibility and work that goes into the process. I would imagine that the agencies are a bit more ahead of the game than their client; they likely realize the challenges, but they don’t have a much of a choice (it’s Toyota after all) but to try and put their best foot forward and fake it until they make it.

The irony in all of the stir that’s been created is that none of it would likely have occurred if Toyota had, instead of awarding $75k across 5 agencies, simply awarded a single agency with a $25k test budget. I would argue that as far as actual results are concerned, they would likely have achieved the same relative level of impact but it would be significantly easier to digest the results and also determine appropriate next steps/investment. I do feel badly for the poor Toyota soul that was involved in pitching this. He or she no doubt had sincere intentions of wanting to lead the brand into this space in the “right” way, and may now be forced to answer questions about some of the unintended buzz that has already been created.

Follow Laurel Papworth on Twitter.

Social Media Landscape in July 2009

12 10 2009

Juliette Powell, John Perry Barlow and Paul Krugman talk about the social media landscape in 2009. From commercial brands to big business, all eyes are on Facebook, Twitter, and the digital generations.

comScore: YouTube in Asia

10 01 2009

From comScore’s State of Internet APAC report (for the full report, download it here).

Key Take-aways:

  • With +340m uniques in AsiaPac, YouTube is clearly the most popular Entertainment site in region
  • In many countries, it represents a substantial share of all time spent on Entertainment content.  In countries where YouTube is NOT the leader, local providers were able to earn and maintain early market share.