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Last week our social media work with Laughing Man Coffee was recognized by Google. Pretty awesome +1 for our client that resulted in the brand being circled by hundreds of coffee consumers. Google may be late to the social media game, but Google+ has many similarities to Twitter's early days. For example, what the heck is a circle? How do you tag someone? Do I really need to be on there, or is this just another passing fad? We don't have all the answers, but we do know that there is a real advantage to being a first mover and shaker in the world, and social media is no different. It was a lot easier to build a following on Twitter in 2009 compared to 2011. Myspace was Facebook in 2004. And with Google announcing that brands can now create pages on the platform, the time to get started on plus is now. We've created a Google+ guide to show brands ten ways to use the platform - from "hanging out" to taking advantage of the beautiful banner space on profiles. Don't forget to circle Blind Society, and if you have any questions, ask us!

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Blind Society — Thu, 17 Nov 2011 17:16:08 +0000

Ever wonder how influential someone is on social media? Back in 2008, Joe Fernandez had the same question and decided to form a company called Klout. His team began formulating algorithms that measured online influence, and three years later, Klout is largely known as the place to find people who are influential about a given topic. There's been a fair share of criticism for Klout, but the benefit for marketers to connect with influential consumers is undeniable. We managed to catch up with Megan Berry, Klout's second employee and Senior Marketing Manager to ask her some questions about why brands should care about Klout. Here's the interview: : Here’s a softball that you’ve been pitched before: Why should brands care about Klout? Increasingly, consumers trust their friends and peers and not ads. Everyday people have become the media of today, they share their opinions on products, films and brands and their audience relies on their reviews. Klout allows brands to reach and engage these influencers. : Okay, okay...there’s lots of reasons why brands should care about Klout. Let’s get more specific. How have brands used “Perks” to achieve their marketing goals? Any success stories you can share? Klout Perks enable brands to reach and engage with influencers around a Perk. Klout influencers create thousands of pieces of user generated content and millions of impressions for a brand’s new product, initiative or campaign. Perks are targeted based on Score, influential topics, location and more. Here's an example of our launch campaign with Spotify.

: I can’t seem to find any info on costs to run a Perk. Any information you can provide on that, beyond emailing partners@klout.com and working with a sales rep? Perhaps a range of costs, a cost structure, etc.? We price campaigns individually through a sales rep. : How can a company find, research, and contact influencers on a local level using the existing Klout site? You can certainly look up anyone's Klout Score and topics on Klout.com. : What are some of the marketing lessons you’ve learned as Klout has grown? We try to rely on reaching and engaging people as opposed to ads. We're lucky in that we a growing base of fans who help us spread the word about Klout. : What’s the best question no one has ever asked you about Klout? What is the mission behind Klout? Why do you and those at the company believe in what you're doing? Our goal is to help people understand and leverage their influence. We are fundamentally about empowering the everyday influencer and democratizing influence. We love it when we can highlight a guy who's not a celebrity, but is producing great content that his audience loves. That is what Klout is about. So, how will you use Klout? Weigh in on the comments below.

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Blind Society — Thu, 10 Nov 2011 17:54:09 +0000

If you're a fan of Martha Stewart, chances are you're already addicted to Pinterest. If you shop at Anthropologie, you've probably 'liked,' 'repined' or commented on a cute pin of a puppy. And if you're a guy on Pinterest, chances are that 90% of your friends on Pinterest are women. What is Pinterest? Pinterest is an online pinboard. People post pictures of things they love and organize photos onto pinboards with catchy titles like "Smarty Smarty Thou Arty" or "Yellow." In short, Pinterest is a socially charged site featuring photos of things women want, hate, or find interesting. If you're a brand reading this post and you have a segment of customers who are women, follow these 5 simple steps…right…NOW. Step 1: Request an invite and wait. (Why a site that's been out for a year that attracts 600,000 monthly visitors and still makes you wait to sign up is still beyond us. Perhaps part of the allure.) Step 2: Create pinboards. The first pinboard you'll want to create are of products that link back to your website. Just make sure the photos you're pinning aren't dull, because what makes Pinterest attractive to it's audience is vibrant, lively, 'stuff worth sharing' type of photos. Bergdorf Goodman does a good job at incorporating product photos in an interesting way. The bottom line is that boring photos don't get repinned or liked, which leads us to step three. Step 3: Repin or Like Photos. Start by choosing the industry that's most closely related to your brand's line of business. (If that industry is food & drink, get ready to take an early lunch break.) By repinning and liking the photos you like best, the users who pinned the original content will receive a notification from your brand. Step 4: Encourage your community to contribute content. HGTV takes a team approach when pinning ideas and inspiration. So does Domestica. If social has taught us anything, it's that the best content isn't always created by brands. Sometimes fans of the brand take content to the next level. Step 5: Use Pinterest as a communications tool. Brand your company with pins that explain what you stand for. Check out Cabot Cheese, a family owned cooperative that produces cheese products. They have 12 Boards: "Farmers & Farms,"<3 Vermont, Cheese, Moo!," and a variety of other boards that show the creative things you can do with cheese. Just by looking at the titles of their boards, you know what that company is all about in five seconds. The strength of Pinterest is that engaging pictures give brands the ability to communicate in a way that's more powerful than words. If you have a woman focused audience, sign up for Pinterest and start experimenting with the platform. We could be looking at a social network that's like Twitter was in 2008. Twitter traffic in 2008: Pinterest Traffic, now

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It’s an absolutely amazing feeling when we get to help a brand launch, and today is one of those days. Laughing Man Coffee & Tea, co-founded by Hugh Jackman, David Steingard, and Barry Steingard, officially launched this morning in New York. It could not have been better timing for a launch: it’s Hugh Jackman’s birthday, Real Steel is the number one movie in the box office, and the media world is ready for some good news. Laughing Man’s “ALL BE HAPPY” mission is a perfect fit. To help with their launch and to build their brand, Laughing Man hired us for some social media expertise. Our mission was to build the Laughing Man profiles on Twitter, Facebook, and Youtube, as well as manage and grow the communities on each platform through different social media tactics. Check out the profiles below, and be sure to follow Laughing Man for some exciting promos we’ll be running soon.

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Blind Society — Fri, 07 Oct 2011 18:41:41 +0000

When a brand is strong, customers market your brand for you. Customers help craft what your brand stands for through tweets, Facebook posts, Youtube videos, and other "word of mouth on steroids" type of tools. That, and hamburger patty packages. We've been having a lot of fun working with the most popular video game in history. Why? Because having an army of fanatical PAC-MAN customers provides us with an opportunity to turn millions of customers into brand ambassadors. There are already a ton of fan led PAC-MAN initiatives taking place online. On Facebook, you have a million people a month playing variations of PAC-MAN instead of working: The last Facebook page result has almost a million fans who have liked "I Played PacMan on Google on 21/05/2010." That's when Google changed their home page into a PAC-MAN game in honor of PAC-MAN's 30th anniversary. This subsequently created "the least productive work day in history." Speaking of being unproductive, Youtube has quite a collection of PAC-MAN videos. This video has 29 million views: Why do people create content and communities around PAC-MAN? Because he has become a huge part of pop culture even though he was introduced to the world over 30 years ago. The brand is still being shaped on and offline by millions of people each day who are passionately connected to this yellow pellet eater. PAC-MAN is a great example of a strong brand that is so powerful that it gets a big portion of it's marketing from it's loyal followers. When customers do the marketing for a brand, everyone wins. The customers are happy because they're getting engagement. The company is happy because they're getting eyeballs.

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Blind Society — Tue, 04 Oct 2011 16:26:14 +0000

The f8 announcements by Facebook brought a lot of excitement and new features. One of those features that you may have noticed on your Facebook home page is a feature called “Ticker.” Ticker is a stream of updates resulting from the real time activities of your friends. The minute a friend comments, likes, shares, or updates a status, their activity instantly appears on Ticker. Ticker also integrates nicely with applications, where users only have to click a share button once to broadcast their activity within an application. If a user grants an application with permission, then whether you’re listening, reading, watching, or (fill in your active verb here), Facebook will share that activity with your friends. Ticker is meant to encourage realtime serendipity, but it also has the potential for some embarrassing moments. Here are five updates you don’t want appearing on your friend’s Facebook ticker. 1) Shopping experiences. Imagine this holiday season your daughter asks for a Forever 21 t-shirt for Christmas. Say that Forever 21 comes out with an application that allows you to make online purchases, and you use that application to make a purchase. Then, this update goes to your Ticker: “Brett Farmiloe bought a t-shirt from Forever 21.” Paying attention to Ticker could be like peeking at gifts under the tree if companies aren’t conscious of shopping purchases in developing their apps. 2) Job seeking. Companies are consistently trying to tap into the elusive “passive” candidate – ie someone who is employed but might be looking for a job. Imagine a passive candidate uses an application like BranchOut to explore some job opportunities, and this update hits Ticker: “Brett Farmiloe applied for Social Media Director – Your Competitor on BranchOut.” Great. 3) TV watching. There’s always some TV shows that you’re a closet fan of. Some of those shows deserve to be kept in the closet. But with Ticker, integrating with Hulu could put out updates like this: “Brett Farmiloe is watching Jersey Shore on Hulu.” TMI… 4) Tagging. Tagging was sometimes an issue with the old Facebook design, but now getting tagged at a place has a new level of awareness. For those who say they’re going to be somewhere, but pull a Ferris Bueller, this could spell trouble. “Brett Farmiloe was tagged at AT&T Park with Ryan Cerri.” Let’s just say Ferris Bueller would have had a harder day off if Facebook were around. 5) Social Gaming. For those who log on to Facebook at work, your activity is now documented in realtime. Every word you play on Words With Friends, every crop you plant on Farmville, and every hand you win at Texas Hold ‘em, your activity is being broadcast in realtime on Ticker. “Brett Farmiloe is playing “Bored” on Words With Friends. But then again, if your boss or co-worker sees your Facebook activity, you can always come back with a “If you saw my activity on Facebook, that means you weren’t working either.” Keeping these five examples in mind, companies need to be conscious of how their applications interact with Facebook users. With Ticker, using an application now becomes a part of personal identity. Application activity now has a similar importance to a status update, and although the marketing benefits are substantial, brands must place a high priority on individual social implications in their development processes.

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Blind Society — Thu, 22 Sep 2011 22:06:18 +0000

Today Facebook had its fourth f8 developer conference in San Francisco. These f8 conferences typically consist of Mark Zuckerberg and Facebook executives speaking to a captivated online and offline audience about major Facebook advancements. In the past, these conferences have consisted of updates like the “Like” button (2010), the application development platform (2007), and more. In 2011, there were two big announcements made by Facebook that will have a major impact on the way brands market themselves and connect with consumers. Major Announcement #1: Timeline. “Timeline” is the new profile page on Facebook. Mark Zuckerberg framed Timeline as “the story of your life.” All of your stories, all of your apps, all of your activity, all on one page to express who you are. With the recent competition between Facebook and Google+, this is a smart move that leverages Facebook’s greatest asset: user history. The ability to group all of your history into one single page that expresses who you are can’t be replicated by anything on the Internet. Users will link to their Facebook Timeline from their Twitter account, Google+ profile, and any personal website because Timeline is now the best storytelling tool online. What’s interesting: It’s just a matter of time before Timeline is implemented on company pages. When that transition takes place, it will give brands lots of advertising space in the header and throughout the profile. It will force brands to be even more social, interesting, and human. The traditional marketing messages and recent status updates won’t be as important. Company history will be a priority, and you’ll see many more companies digging in their storage closets to communicate their authentic company story. Timeline, when it makes its way to company Facebook pages, will be a major communication tool and advancement for brands. Major Announcement #2: A New Class Of Apps Mark Zuckerberg has made it Facebook’s mission to make the world more open and connected. At first, Facebook allowed you to connect to people. Then, Facebook allowed you to connect to nouns (ie Pizza). Now, Facebook is allowing you to connect to verbs through a new class of Facebook applications. Before today, you had to “like” a noun on Facebook for the activity to appear in your news feed. Now, if a user clicks the “Add Timeline” button (Adding an app to your timeline is a one click experience. Envision a button like Facebook Connect) on an app, your activity automatically is shared on Facebook’s “Ticker.” For example, if a user listens to song on Spotify, a Ticker update might read: “Brett is listening to Pumped Up Kicks on Spotify.” This update would appear on Facebook’s Ticker, a user’s news feed, and a user’s Timeline…all without ever being prompted to “share” the activity on Facebook. It’s Facebook’s hope that by doing away with prompts and making sharing seamless, users will have a frictionless sharing experience that will result in realtime serendipity among friends. It will also make Facebook an even more important tool to introduce your brand, products, and announcements to new users. What’s interesting: Applications on Facebook now have more marketing power than ever before. With application activity appearing on the Ticker, the news feed, AND a user’s profile, companies and brands will have major incentive to develop applications that engages users. If a company is able to develop an application that integrates with Facebook’s platform, the potential to sell more products to more people more often is very high. To wrap up, the new Facebook is about connecting people through shared experiences, and not just sharing experiences any longer. This line of thinking extends to the new Facebook profile (Timeline) and the new class of applications that have yet to be developed. When Timeline reaches company pages, and when applications reach Ticker, the News Feed, and user profiles, there will be a new wave of opportunity for brands to connect with consumers through Facebook. We’re excited about what Facebook will look like in the next few weeks. Are you?

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Blind Society — Wed, 25 May 2011 18:37:23 +0000

In Ad Age’s recent article, “Beyond TV, Marketers Look to Earn Love for Video Ads” Rob Norman, CEO of Group M North America was quoted saying it best. "If you want something guaranteed to go 'viral,' drink the water in Nigeria." The point being, there’s no straight path to guarantee video reach to the masses. Sure marketers need to provide great content, but that’s simply not enough—content needs to be tailored to the brand’s target consumer; provide value in some real way; inspire users to engage with the video; and ultimately, entice users to share that video with others. The final marketing challenge is in making the video content as discoverable as possible, with the goal of hitting certain levels of earned media or “guaranteed” views. Consumers are driving everything today, thus putting the power (i.e. the video) into the hands of the consumer. This idea of sharing and viewership leads us one-step further… having strategically disseminated said creative, highly targeted and consumer-focused video content, how does one effectively tie that effort into a larger, multi-platform marketing campaign? Then, how do they capture these “social shares” to prove viral effectiveness and a direct link to the bottom line? According to Ad Age's Viral Video Chart, “a couple hundred thousand views a week was enough to make the top 10 (two years ago); this year, it takes at least a half-million to make the chart, and several million to top it.” Long gone are the days of paid advertising and/or video placements too, (i.e. promoted videos on YouTube)—views, impressions and interactions are today’s hot buttons. The bottom-line being that marketers have their work cut out for them! They need to get into the heads of consumers, develop relevant and redeeming content, and then find a way to incite interest and sharing. Even still, there are no guarantees with social videos. And really, what guarantees do we have in this world anyway? Tommy Boy said it best when asked why other companies put a guarantee on the box… “Because, they know all they sold ya was a guaranteed piece of sh#$. That's all it is, isn't it? Hey, if you want me to take a dump in a box and mark it guaranteed, I will. I got spare time…”[gallery]

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