As self-professed social media junkies, we have a pretty robust obsession with keeping tabs on what’s happening right now in all facets of the marketing world. We constantly have our eyes peeled for info about emerging technologies, new platforms, and most importantly, innovative campaigns that mix it up in new ways.

Take, for example, some of the inspiring (or at least creative) work we’ve been passing around the office this week:

• Omo detergent: This Brazil-based campaign is taking the marketing + GPS recipe to a whole new level. The company planted GPS tracking devices in 50 boxes of detergent, which activate when the consumer takes them off the shelf. A promotions agency will follow the lucky buyer home, surprising the family with a video camera and a day of “outdoor fun.” A bit on the stalker side, perhaps, but definitely a new way to reach the consumer.
• Levi’s Walk Across America: This two-minute stop motion commercial nixed the aggressive sales pitch and went viral. It’s a visually stunning piece, and we’re partial to the footage of good old Mt. Rushmore. YouTube views hit nearly 2 million in just two weeks.

  Click here to view the embedded video.

• Domino’s: The pizza chain’s rebranding strategy continues with the admission that food commercials may actually (gasp) doctor the product before filming it. The Show Us Your Pizza challenge encourages hungry people to upload their own pictures of Domino’s pizzas for a shot at cold hard cash. Simple concept, but we give it an A+ for engaging the audience.

These campaigns all incorporate a social element: from the Levi’s video that’s been shared and commented on thousands of times to a dedicated website that will feature footage of Omo’s winners and their stories, social media has become an integral part of the marketing mix for both big brands and small businesses alike. Traditional advertising continues to be a major player for most businesses, but combined with social, the results can be especially powerful.

Of course, social media is constantly changing, which is both exciting (for us) and intimidating (for some of our clients). We see a lot of small businesses that are interested in venturing into social, but they’re nervous about getting started. Should they be on Twitter? What about FourSquare, or LinkedIn, or Facebook? Should they start a blog? What crazy stunts do they have to come up with to be competitive? With new tools emerging as “the next big thing” all the time, businesses are overwhelmed and unsure how to spend their time and money.

Our advice? Don’t worry about tackling every social media platform or replicating million dollar detergent stalking campaigns. Start small – focus on your business goals and pick a tool that will best support your initial efforts.  It takes commitment to build a successful social media strategy, but it doesn’t have to be over the top. Provide helpful information, talk with (not at) your audience, and post often. It’s really that simple!

Still confused about the whether social is right for you? Take a look at the answers to some  social media FAQs Kyle posted awhile back.

Social Media Inspiration: Detergent Stalking and Other Stories is a post from: RSA Blog

In a brilliant and entertaining blend of traditional advertising and social media, Old Spice simply nails it here.  With a traditional TV spot posted on Youtube, they simply monitored comments on the video, as well as on Facebook and Twitter, and then shot and posted video responses to some of them.

Simply amazing. This has got to be the first time in a long time any advertising, by itself, has made me want to purchase a product!

And they’re still doing it. Prepare to waste your afternoon…

Click here to view the embedded video.

Old Spice Does Something New is a post from: RSA Blog

A while ago I wrote about the idea of being “transparent” or “authentic” in the social web. My theory is that full transparency is actually over-disclosure (and therefore undesirable), and authenticity just means don’t be fake (rather than meaning “show yourself without any sort of filter,” as the word might imply).

This theory applies to social business (use of social media for an organization) as well.

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Transparency in Business

No single person is obligated to tell anyone anything (outside the legal sphere), but good communication demands a certain level of honesty.

For business, depending on the type of organization, you may be obligated to share certain information with employees, shareholders, customers, and the government. The relevant question, however, is where and when to do so.

Much of the information you might communicate to shareholders or employees probably isn’t appropriate for social media. But when communicating with customers, potential customers, and the public at large, reasonably honesty goes a long way.

Some advice:

• Own up to your mistakes, and do it quickly
• Be as quick to acknowledge failure as you are to boast success
• Respond to negative feedback in a constructive way, without giving people the runaround
• Let people know who they are talking to – a person is much more attractive than a brand
• If you post or reblog someone else’s idea or content, give them credit

Authenticity in Business

Authenticity is just as important for business as it is for personal, social activity. If you want real relationships with real people in any arena, a certain level of genuine openness is essential. The difference for business is that authenticity is about the brand, not the people.

We all know what it’s like to see or hear ads that just seem fake, or hear people talk in ways that seem inauthentic (by the way, we’ll help you drive granular methodologies leveraging next-generation applications to integrate leading-edge infomediaries). Our reactions may vary, but I would guess most people recognize this kind of artificiality for what it is, and reject it. No one who talks this way is being authentic.

Some advice:

• Your mode of authenticity will depend on the brand you represent. If your brand is about “quality customer service,” well you better not be treating your customers like an inconvenience
• Likewise if you tell a customer you’ll fix a problem, then fix it – don’t give them the runaround
• Neither should you be telling people you do things you don’t really do. If you sell a product of moderate quality in order to keep to a certain price point, don’t tell people you sell a product of the highest quality
• Don’t lie unless you’re a liar and want to be known as such
• Authenticity doesn’t necessarily mean you have to show the negative side of your organization, but when you’re showing ANY side, make it real
• If you’re ashamed to be authentic in this way, you need to change your business

Growth of social media gives us a new opportunity to expose the real “us” – business or personal – to other people. This is a good thing – it builds trust and long-term relationships.

So if you’re going to embark upon any social communication effort, just get rid of the old business persona of detached, callous, robotic nonsense. Be real.

Social Media and Business: Don’t Be Fake is a post from: RSA Blog

We are excited to announce the winners of our first Good Ad, Bad Ad Facebook contest! Congrats to Jackie and Gina, who posted ads deemed the best and worst of the bunch by our esteemed panel of judges (our Search Engine Marketing department, clearly).

Good Ad: Jackie won the prize with the latest commercial in the “Search Overload” campaign from Bing:

Click here to view the embedded video.

We can relate – and now our office is jamming out to Freak Nasty’s “Da Dip.”

Bad Ad: Gina caught our attention with something very, very bad to win the Bad Ad prize:

Okay, it’s not exactly an ad, but close enough. Read more about this British Airways faux pas,  which appeared in an internal staff magazine with an article about mobile boarding. Whether it was a mistake or a prank gone awry, that’s one heck of a PR mess.

Congrats again to our winners, and thanks to everyone for playing. Be on the lookout for more contests in the future!

And the winners are… is a post from: RSA Blog

By now you’ve probably heard that RSA is holding a contest this month. It’s ridiculously easy to play and come June 30, you could walk away with $50 in your pocket. Interested? Yeah, we thought so. Read on for all the official rules/details, then head over to our Facebook page to enter.

For years we’ve been playing a little game we like to call Good Ad, Bad Ad. Each month we get together and look through a plethora of fantastic and horrible ads. Some make us laugh, some make us cry, some make us literally spit out our coffee. It’s a great time – and starting today, you can play along.

Just Like us on Facebook, then post a link to an ad or upload a photo/video you find great or terrible – and give us a quick reason why. The winner in each category (good ad/bad ad) at the end of the month will each receive a cool $50.

We know that ‘good’ and ‘bad’ are subjective. That’s why we’re asking you to tell us (briefly please) why it’s good or bad. Want examples? Take a peek.

Click here to view the embedded video.

Heinekin’s Men with Talent: This is a Good Ad. It’s memorable and there’s no question as to what/who the commercial is for. Oh yeah – did we mention it’s hilarious?

Car Dealership Billboard: This is a Bad Ad. Too much copy? Check. Too many fonts? Check. Egregious spelling errors? Check. Contradicting directions? Check!

Fun, right?

Read the rules – then head over to Facebook to post your ad!

• Contest runs from Tuesday, June 1 to Friday, June 25.
• To be eligible to win, you need to Like us on Facebook and submit an ad. Also, you can’t be an immediate family member of any RSA staff (sorry).
• You can enter one ad in each category (Good Ad or Bad Ad) during the duration of the contest.
• Acceptable ads include commercials, print ads, outdoor (photos of billboards, buses, etc) or web banners.
• To enter, post a link to the ad or upload a photo on our Facebook page.
• Each week, RSA staff will choose the best ad and worst ad to move on to the final judging. For the purposes of this contest, entries for the week will be accepted until Friday morning at 8 a.m. MT. After that time, they count toward the following week.
• Contest officially ends at 8 a.m. (MT) on Friday, June 25.
• We’ll announce the winners (one for Good Ad and one for Bad Ad) by June 30. The winner in each category will receive $50.
• No adult content. You know better.

Announcing June’s Good Ad, Bad Ad Contest! is a post from: RSA Blog

What’s better than playing Pacman on Google during the work day? Playing our Facebook contest of course! And guess what, there’s even a prize (a good one, we swear)!

OM NOM NOM NOM

What’s this I hear about a contest?

Throughout the month of June RSA will be hosting an exciting new contest on Facebook. Anyone can enter and anyone can win. Although we can’t tell you all the details right now, stay tuned and watch for the big announcement on June 1.

Like us…or we will hunt you down

Like us on Facebook and follow us on Twitter to get details on how to participate.

Summer Contest with RSA is a post from: RSA Blog

Integrated media; balanced marketing

Lost within the maze of our office, sitting in front of his Mac – probably playing video games – is Justin Mather, one of our graphic design veterans.  Last week we bribed him to sit down and spit out a few notes about traditional advertising. Here’s the dirt:

Traditional advertising has been around a long time, much longer than anyone reading this. Today, it still plays a vital role in the success of any business. The technological aspects of marketing are changing fast, but traditional media is still a great way to consistently reach large numbers of potential customers, particularly for local advertisers.

Your logo, brand and image is just as important as it ever was

Keep your collateral materials fresh and updated. For instance, if you are featuring more services or made upgrades to an existing product, you’ll need an updated brochure/rack-card to make existing and future customers aware of this. You must maintain a strong market presence while effectively reaching your intended audience.

Consider this…

It’s true that fewer people are reading actual newspapers (as opposed to online), but fewer is not the same as nobody; and even that depends on your demographic. If you’re trying to reach an older demographic, newspapers work great. Coupons are also a good way to increase traffic. A direct mail piece with a good offer is a wonderful way for you to get more “bang for your buck.” Just make sure to routinely change your offer and the look of your mailer to avoid being overlooked by desensitized consumers.

Even though the possibilities offered by interactive media are compelling, and we’re doing more all the time, advertising in print, outdoor, and direct mail will still have a great impact in any balanced, integrated marketing plan.

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Photo courtesy of aeu04117

Traditional Advertising Is An Oldie But A Goodie is a post from: RSA Blog

Kashi Company...On a mission to keep their branding consistent

Still jealous of our fearless leader’s trip to Florida while we suffered through a mid-spring wintery mess, we cornered Robert into giving us another lesson he took away from the Alliance of Marketing Communications Agencies conference in West Palm Beach.

Takeaway #2: Branding is not just a logo, it’s a means to success

For any new company, success is the ultimate goal – to come out above competitors – but many small businesses often find themselves falling short. One of the biggest mistakes made is failing to understand what a brand is. Establishing a brand is the first crucial step towards true success. Not only is a brand important to the success of your business, it also allows for the opportunity to share what your company is about, who you are and what your business have to offer.

But we already have a logo….that’s not enough?

No it’s not. Your company name and logo represent your brand, yes, but that brand goes much deeper. A brand is the way customers perceive your business and relate to the services offered. A brand also allows your company the opportunity to define a reason for doing business. Finally, a brand proves your effectiveness in marketing to specific audiences through various media outlets.

Before you get the investors lined up and the first product is designed, a clear image of your company brand should be in place. With this, you can easily identify and market towards the correct target audience, attracting the appropriate customer base.

What a clear branding strategy can do for you

“Seven Whole Grains on a Mission.” Chances are, more than half of you already know what brand I’m talking about.

There are multiple factors leading to the success of Kashi Company, but for this staff of 70 people, Kashi is not just a brand – it’s a way of life.

From commercials and cereal boxes to missionary work and recycling practices, Kashi Company is the best example of a company that has consistently remained focused on their goal while building their brand. This focus, dedication and sustainability have followed through to the products produced.

Through successful branding, Kashi has changed the way people view food while remaining true to their goal. Their goal: to provide healthy food through the use of natural ingredients.

A brand and mission that is so strong, it has remained untouched since 1984.

The moral of the story

Having a proper brand with a clear strategy to back it up is not only necessary but is vital to the success of any business.

When a Cool Logo Isn’t Enough is a post from: RSA Blog

Last week, as Rapid City was pounded with rain, snow, and blistering winds (in early May, no less), our fearless leader ventured south to attend the Alliance of Marketing Communications Agencies conference in West Palm Beach.

Lady Gaga recycles...and uses genius product placement.

While Robert didn’t bring back sunshine or “I swam with dolphins” t-shirts for the worker bees, he did gift us with some conference nuggets that we’d love to share.

Takeaway #1: kids are smart.

Today’s tweens have grown up in the world of 24/7 advertising, where everything from their underpants to their morning cereal is a blatant advertisement for a movie superhero, cartoon character, or up-and-coming pop star. Tweens are exposed to so many messages in any given day that they’ve learned to tune out the noise, skipping commercials and ignoring movie previews altogether. So what’s a marketer to do?

Get smarter. Learn to craft messages that don’t look like the tried-and-true commercials everyone expects to see during the four-minute gaps in our favorite television programming. Creative product placement boosts credibility and top-of-mind awareness for your product, when mixed in a believable way.

Bank of America struck marketing gold when it announced a partnership to present History’s “America: The Story of Us” last month. The channel’s 12-hour miniseries is sprinkled with two-minute mini-documentaries detailing Bank of America’s role in American history. The mini-documentaries are shot and narrated in the same style as the series, blurring the line between programming and advertisement.

Other recently successful placements include the partnership between NBC’s “The Biggest Loser” and Subway; contestants visit a Subway restaurant in nearly every episode.  Lady Gaga made headlines for working in a bevy of products for her big-budget “Telephone” video, including Diet Coke cans (used as curlers) Virgin Mobile, Miracle Whip, and her own branded Heartbeats headphones, among others.

To make sponsorships and product placement work, especially for tweens, it’s important to make sure the product and the project fit together naturally. Find an angle that seems organic, not forced, and you just might get through to the smarty pants generation.

Stay tuned for more takeaways from Robert and the AMCA conference. And who knows, maybe he’s just waiting until later in the week to give us our t-shirts?

Palm Trees and Product Placement is a post from: RSA Blog

Simplicity and Social Media….Do they really go together?

In an age where advertising isn’t just about a billboard and a plan, many marketers are running around in circles trying to figure out the next platform to follow. While most large companies are looking for the next big thing, the next idea to get them ahead of everyone else, we like to remind our small business owners that simple can still be better.

What Is All The Fuss Really About

From Twitter and Facebook to Foursquare and Gowalla, there is plenty to choose from in the social media world when it comes to creating buzz without spending the cash. If you have asked yourself many times, “Why does any of this matter to me?” It’s simple. Advertising to your customers not at them, can be the best way to reach multiple demographics at one time.

While traditional advertising can still play an important role in any business owner’s marketing strategy, social media can play just as an important part in the grand scheme of things. Just as word of mouth between friends, family and co-workers can raise brand awareness in a traditional way, social media takes it to the next step. In turn, this allows them the opportunity to exploit their experience with your business to as many people as possible.

But what if they are sending out negative Tweets?

Keeping an eye on social media platforms like Twitter can save you from a world of hurt later on down the road. By now, everyone knows about the trouble Toyota faced with bad design. Instead of consistently denying there was a problem, they finally took a step back, entered the world of social media, and apologized for what was happening.

The same can happen for your business. Whether you are a hotel owner or a small mom and pop store owner, knowing what people are saying about your services gives you the upper hand. Negative reviews keep coming in? Figure out a solution, fix the problem and promote the heck out of the changes you made.

It’s really that simple……I promise

Besides giving you the opportunity to chase after problems or advertise successes, use social media to offer deals, promotions and giveaways – marketing your business in a very simple yet effective way.

Through a simple tweet yesterday, Starbucks announced:

Starbucks Starting tomorrow, it’s Happy Hour at Starbucks! try a @Frappuccino for Half-Price from 3-5pm! (until 5/16)

Let’s just say that the madness is on and Starbucks will be cashing in big on this deal.

Included in that tweet was a link to a video promo posted through YouTube. All together, Tarah and I gave this post an A+ for their marketing efforts.  In fact, we are probably on our way over there now to take part in this amazing deal!

Finally

This can be overwhelming, scary and sound downright crazy to most but overall, at the end of the day, we’ll tell you what we tell all of our current customers: Just do it! Social media is cheap, quick and with the right strategy, one of the best ways to reach a large audience quickly.

Simplicity and Social Media….Do they really go together? is a post from: RSA Blog