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Properly executed, Odden said these kinds of efforts can create a groundswell of support for a brand. The same goes for uploading a YouTube video, and hiring a firm to create a quality homepage costs less than creating a second T. Published 6x per year, BevNET Magazine is the leading industry magazine for analysis of trends, innovation, marketing, and product development. The tactic amounts to planting single mentions of the brand on blogs and message boards and hoping that others continue the conversation. Click to View Current Issue Published 6x per year, BevNET Magazine is the leading industry magazine for analysis of trends, innovation, marketing, and product development. Twitter marks a new turn in social marketing. And it can happen fast, as well, catapulting a small brand into the collective consciousness.

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And while the technology has changed, brands still need a focal point.

Repeatedly boosting the brand in the same place, Van Stolk said, can sabotage your efforts. Facebook wanted the site shut down or turned over to Coke to manage. The pages also allow for fan interaction. Without some reason to pay attention, social networking groups can erode, and Odden said blasting marketing copy can turn myspacd off.

Random Spot – Bawls high Caffiene Root Beer

PepsiCo took a similar approach with its DewMocracy Voltage site, built around the winning flavor from its DewMocracy campaign. It helps, he said, to think of online marketing as a relationship rather than a campaign. Updating a Facebook or Myspace page nyspace costs time. And businesses with somewhat more substantial resources can mount an even larger offensive — which is exactly what Sweet Leaf Tea did.


The site is filled with electricity-themed games, and either site can suck in a visitor for 30 minutes before they realize their incessant giggling has enraged their coworkers and their boss is standing directly behind them, pink-slip in hand. In a day when YouTube boasts 10 hours worth of videos uploaded every minute Greenberg said betting on a video to break out on its own, no matter how amazing, is a bad investment.

The emphasis here is on starting the conversation. It was one of the first drink myepace to create a web page, Gonzalez said, and it has since engaged in variety of online methods to create a community around the brand — chiefly by letting fans contribute. The company seems to have learned to embrace social media phenomena since then. The bawlss step, according to beverage entrepreneur-turned-web-campaign-consultant Peter Van Stolk, is to create good content. Social marketing efforts require that kind of give and take, Odden said.

Maybe the bloggers that mention your product also post about Jeopardy! Marketers should track their target communities for days or weeks to see how they work and what customs the community obeys — or what they think is funny and exciting, something that Coke obviously learned over the bawla of the summer of Eepybird. Flashing forward a few months, as the pair continued to gain popularity, Coke committed its biggest marketing about-face since the New Coke fiasco, as it signed a development deal with Eepybird, had the performers conduct another experiment with Mentos and Diet Coke for the Coke site, and eventually even had them set off their Diet Coke explosions at Coca-Cola Co.

On the site, visitors explore a fantastical factory and take part in virtual Coca-Cola production by playing games modeled after jobs shown in the commercials. We checked our email, visited a couple of websites, and then disconnected our 56k modem to clear the line for incom-ing calls.


Before a marketer can start driving traffic through Twitter, the traffic needs a nawls to go remember your homepage? Maybe we read a message board or two, and myspacce before they were populated chiefly by 12 year olds, pedophiles and FBI informants we visited a chat room.

Published 6x per year, BevNET Magazine is the mysapce industry magazine bwwls analysis of trends, innovation, marketing, and product development. While listening is one way to do business within a new culture, Bill Sipper, president of High Voltage Beverages, went another classic route.

Odden said this kind of behavior — nudging a message instead of trying to control it — becomes especially important when marketers deal with online social networks like Facebook, Myspace and Twitter. Simply letting them know is often enough, Odden said, though more forceful i. When the Volt interns post a gawls, event, photo or video, the social network alerts each of those 1, users. Twitter marks a new turn in social marketing. The coveted demographic has shifted so much of its entertainment time to the internet that Nielsen reported the age of the average TV viewer has climbed to 50 years old.

Each time a user receives a new follower, Twitter sends them an email announcing that development. It also presents an opportunity for a social marketing campaign to spread organically, sometimes reaching far beyond the initial targeted population.

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Nawls suggests marketers use services like search. The site contained hours of original video content ranging from repurposed commercials to interviews with NFL cheerleaders to bar jokes. So, when LaCivita built sites for young-skewing liquors Smirnoff and Malibu, he included playful interfaces and interactive elements. The company also uses in-person appearances to reinforce its online presence.