Late 2009, AdAge guest columnist Michael Werch conducted a social media experiment where decided to impersonate a famous brand and see how long it would take for them to notice and what the resposne would be.
For two weeks, he posed as a Twitter representative of Heinz under the username @HJ_Heinz where he shared information about [...]
Entries Tagged as 'engagement'
A (Short) Tale of Two Twitter Squatters
February 24th, 2010 · 5 Comments · Social Media
Tags:AdAge·Adelaide Crows·advocates·branding·community·cyber squatting·engagement·Heinz·Michael Werch·organic·privacy·Social Media·twitter·violations·viral·WOM
Flipping the script on campaign websites
January 14th, 2010 · 7 Comments · Digital Strategy, Social Media
“Build it, and they will come”
Or at least that was the early thinking around websites. But what history has shown us is that just because you’ve built a website doesn’t necessarily mean anyone is going to come or give a crap.
Coke’s decision to abandon the tried-and-tested formula of building one-off campaign websites and driving traffic [...]
Tags:Coke·Digital Strategy·engagement·Facebook·microsites·Social Media·websites·YouTube
Ditch the pitch, start the conversation
September 24th, 2009 · No Comments · Digital Strategy, Social Media
Digital Media published an article recently written by B&T writers based on a study by Light Speed Research that said Australians and Japanese were more resistant to overtures from brands on social networks.
This was in contrast to their peers in India and China who were more likely to have their opinions of a brand improved [...]
Tags:B&T·conversation·customers·Digital Media·engagement·friends·interaction·Social Media