June 23rd, 2011
digitalista

It feels really good to hear this kind of feedback about our social media client's strategy- seems like we know what we are doing :) 

onenationnewmedia:

Why do I like Kate Spade as a brand? (I don’t look good in Kate Spade in my personal opinion…)

Simple. They get social.

They hit the perfect spot in the product/passion equation that I preach to my clients. The equation is simple - too much product in your social stream and you crush the passion out of your fans while if you express your brand through the prism of passion you will lead fans/followers/likes to your product and build a true community.

What is the prism of passion?

For the UFL I talk about football, Dad, other sports, being outside in the stadium and provide photos/stories/videos of the life of a football player. We try not to do too much product pushing because we’re in the business of brand building.

Kate Spade nails it.

They use instagr.am perfectly, use @katespadeny as the social handle, push colors/passion/fun as content.

What is the end result? More fans and followers, more people identifying with a brand. Community!

Reblogged from Nation Hahn
April 11th, 2011
digitalista

Real Men Don’t Buy Girls Campaign

We just launched the Demi & Ashton Foundation’s media campaign to promote awareness of child sex slavery in the United States.  I never really understood how prevalent this issue is in our country, it seemed to me like this is something people in a far off land had to worry about, but did you know that there are between 100K-300K AMERICAN kids currently enslaved for sex in AMERICA?  I sure as hell didn’t, and as a Momma, I am appalled by that statistic. Furthermore, the average American girl forced into sex slavery in the US is only 13.  The global sex slavery market generates $32 billion in profits annually with 76% of these transactions happening ONLINE.

This is obviously a very serious issue and sunshine is the best disinfectant. So, the premise of the campaign is to generate awareness about this issue through an interactive video series.  We were able to secure a ton of celebs (Justin Timberlake, Sean Penn, Isaiah Mustafa, Bradley Cooper, Jamie Foxx, Drake- just to name a few) to create funny videos about what Real Men do and what they absolutely don’t do, buy girls.  Real Men Don’t Buy Girls.  They all live on Facebook and you then have the ability to integrate yourself into the video, don’t worry you don’t have to film anything, you just authorize your Facebook profile to provide access to the app to scrape your profile picture.  You are then integrated into the end of the video, and as long as you don’t have a very unusual name, one of the famous female celebs will say “Mike is a Real Man” or “Jessica prefers a Real Man” pointing to your pic.

We have been working on this campaign for months and I have to say I am not only super impressed with both Ashton and Demi, but also the entire team of people who helped us get this off the ground.  A huge thank you to the team at Katalyst Films, Global Philanthropy and of course my kick ass team at Starworks Group.  That said, I assure you that Ashton and Demi did not just wave a wand to make this all happen.  They are two of the brightest, hardest working people I know and they really are social media strategists, they don’t just play them on TV. 

So the question is… Are you a Real Man?  Do you prefer Real Men?  

Go to facebook.com/dnafoundation and prove it! 

Awesome Press:

CNN 

USA TODAY 

Funny or Die 

AOL/POPEATER 

Mashable

Huffington Post

October 18th, 2010
digitalista
Did you bid on the term "murse" or "manbag"?
@johnjannuzzi taking a stab at SEM 
August 5th, 2010
digitalista

F-Commerce

Why do brands think that putting product imagery on a Facebook tab with links to their website constitutes social shopping?  I would let this go if this was the only option to bring a shopping element into Facebook, but that simply isn’t the case.  On top of that, I think it’s hysterical that brands are paying a third party to sort this out for them.

In 2009 a company called Alvenda created the first F-Commerce (Facebook Commerce) site for 1-800 Flowers, and admittedly it looks pretty ghetto now, but what it accomplished was an experience that went from browsing to conversion all within the Facebook environment.  Let me make that clear, you never leave facebook & you can buy things.  

One of Alvenda’s more recent executions is the Brooks Brothers F-Commerce shop, which is absolutely gorgeous.  You can browse product, zoom in on the finer details and purchase all within Facebook.  While this is executed beautifully, it has some glaring issues.  

First, the Shop tab is not Fan-gated. Fan-gating is putting a hurdle on a tab on Facebook that prohibits the consumption of that content unless a user “Likes” the brand.  This strategy is a very successful fan-acquisition tactic and positions the content on Facebook as exclusive to the community around the brand.  You can not only access the shop on the Brooks Brothers page, but you can actually complete a sale without “Like”ing the brand.  I think that is why they only have 13K fans, hardly enough of a fanbase to justify creating an F-Commerce shop, which brings me to my next issue.

"Social Shopping" is not a new concept.  As a matter of fact, it’s as old as Shopping is.  It’s the reason why "earned media" and "word of mouth" endorsements are so powerful.  I literally cannot make a purchase without the anointed approval of my mother or my sister.  Just imagine taking that "Hey Sam, which shoes do you like better?" interaction and bringing into a trackable & accountable environment.  Why would Brooks Brothers launch an F-Commerce site that just recreates their E-Commerce experience and doesn’t leverage Facebook’s core value proposition?  You cannot share, comment or bring any social behaviors into the shopping experience.  

There is new technology that will be coming out of a company that I cannot mention here, for fear of blowing up their spot, that is blending the beauty of the Brooks Brothers’ F-Commerce functionality & true social shopping.  Pick 3 items, send them to your friends and see which they think is best.  Comment on products and your comments only show up to people within your social network.  It’s even a two-way street, you can import the interactions on Facebook to your proper site.  Bottom line is, solutions exist. 

Companies like Fluid are touting themselves as purveyors of social shopping on Facebook, and all they are doing in most cases is putting pictures of products on a tab that links directly to the brand’s website.  I find this really frustrating as a user because it’s misleading.  Brands like Nine West, PB Teen, Coach & Milly have all worked with Fluid and they do Fan-gate the content, but ultimately drives to their proper site to convert.  Social shopping is implemented to a certain degree, but certainly not to the potential that would make it justifiable to spend the money on this functionality.  Not only that but imagery with links behind a Fan-gate is something a brand can do on their own without the help of a third party.

F-Commerce should revolutionize the way we shop & officially insert social media efforts into the path to conversion for digitally savvy brands.  I can’t wait to see the data…

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@JessicaKia

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momma of 3 boys, digital marketer, owner of RJK Project & adventure collector.

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