Content Marketing Advice from the Top Brands
The idea of content marketing is nearly as old as the ad industry itself. But in the last several years, with the unprecedented opportunities afforded by digital production, publishing, and distribution tools, a growing number of brands have created a wider than ever array of content and still others say they intend to explore new content opportunities in the near future. By content, we mean everything from a Twitter feed, pins, and blog posts to web video, apps, and feature films, each designed to stand on its own as stuff audiences want to interact with, not a paid interruption to that stuff.
A Facebook 10K Race
Craig Watson, the newly hired Director of the California Arts Council, and Bob Booker, Executive Director of the Arizona Commission on the Arts, encountered each other at a conference in San Francisco. These two friendly rivals made an almost-ridiculous bet: they challenged each other to a race. A 10K race, no less. Each man vowed that his arts agency would be the first to reach 10,000 "likes" on Facebook—although both were starting at around the 4,500 mark.
The two agencies plunged into the effort with enthusiasm and creativity. As word of the challenge spread, other agencies asked to join the race—and were welcomed in a spirit of "the more, the merrier."
The Key to a Unified Brand
I recently went online to pay a credit card bill with a well-known financial institution. Upon logging in, I was presented with a promotional advertisement for the company's iPad application. As a designer, I was naturally curious as to how the app differed from the Web experience, assuming it might just surpass my expectations. And why not? The iPad presents a blank slate on which many organizations can create a unique experience free from legacy constraints inherent in a long-standing Web application.
Reshaping the Museum Model
One day last fall Adam Lerner, director of the Museum of Contemporary Art/Denver, convened a staff meeting. The aim was to brainstorm for the next season of Mixed Taste, the museum’s signature lecture series.
Billed as “tag-team lectures on unrelated topics,” each event involves presentations by experts on two subjects that create a high-low pair, like “Wittgenstein and Hula Dancing” or “Time Travel and the French Situationists.” That is followed by a question-and-answer session in which audience members urge the speakers to make connections between the two.
Why Facebook's Daily Active Users is Not the Number that Matters
A fracas erupted on Tuesday over the number of Facebook's actual daily average users. But it's one that shed light on how Facebook is a publishing platform like none that has come before it, and may presage a turning point when the brand advertising world eventually stops placing such an emphasis on reach and starts valuing performance above all.
The brouhaha started when the New York Times' DealBook noted that, though Facebook claimed 483 million daily active users (DAUs) in the IPO filing it submitted last week, the social network also said that not all of those people actually visit the company's website on any given day. That number also includes users who access the service via its mobile apps and those who perform actions on a third-party site, like clicking the Like button next to a particular garment on a clothing retailer's site or sharing a concert ticket purchase with their friends.
10 Things to Plan When Developing a Mobile App
Many companies have mobile apps at the top of their to-do lists, but while churning out a quick app is fairly straightforward, developing a strategic application or digital “solution” is considerably more complex. Smart planning is essential.
Here are 10 things to consider before developing your app.
You’ve Got the New Arts Technology, Make Sure you Have the Behavior Change
As an arts marketing and technology guy, I get asked about tech a lot. I help people choose online ticketing systems, new website content management systems, e-mail marketing software — if it is online technology, I’ve probably helped an arts group choose and implement it. When I first started consulting, I thought my job would be to help people make the right choices, and then be on my way. But I’ve found over the years that this is only half of what’s needed to implement new technology.
5 Tools that Will Make You a Hashtag Master
When I first overhead the term hashtag used at a cocktail party, I have to admit I thought people were talking about some new effort to stigmatize marijuana users…and... these people really need a social media policy... so don't feel badly if you’re thinking to yourself, didn’t we call that a number sign(#) or pound sign?
Hashtags are social media speak for an affinity group and they are one way to share your ideas, conversations, and content beyond your loyal group of immediate followers on social media networks like Twitter.
What Pinterest Means for the Arts
There's been a deafening hype around Pinterest since it exploded on to the social media scene in the last month. Like the noisy new kid on the block, it's impossible to ignore--have a quick look at #Pinterest on Twitter and you'll notice it's a little like Marmite; you either love it or you hate it.
A cross between an image-sharing social network and a bookmarking tool, Pinterest works by organizing or "pinning" images from anywhere on the web to a virtual personal pinboard. You can create as many boards as you want, on any theme—fashion, food, craft, architecture, interior design—then locate images and use a "Pin It bookmarklet" to stick them to your moodboards.
What the 2012 Oscars Taught Us About Bold Ideas and Branding
The Oscars remind us that, when it comes to branding, bold creativity--not committees or safe plays--wins the day. Brand identity expert David Brier and cartoonist Tom Fishburne break down what businesses can learn from Hollywood.
I got together with Tom Fishburne to explore the vital component of creativity and what businesses could take away from this year’s Oscars. Here’s what we unearthed.
Why Your Social Media Campaign Can Fail Right from the Start
A Pew Internet and American Life Project Survey throws light upon the difference between the perception of how a social network works and how it really works and may help explain many of the complaints regarding the ineffectiveness of social media marketing businesses frequently complain about.
The study identified the fact that a significant percentage of perceived social network activity is driven by a relatively small proportion of power users who then skew perception in the way the social network really operates.
How many friends does an artist need?
How many friends does an artist need? Facebook sets a limit of 5,000, but that hasn’t stopped many artists from tweeting, blogging, posting to well past that number. Today, there are artists who are fully engaged with the world of Web 2.0, the term for an interconnective Internet with sites that encourage user participation. With more and more people becoming familiar with social-networking sites, artists are tapping into these online communities and making works that harness new capabilities.
Unleash the Power of Technology
How is technology changing the way we experience a museum? And what technologies are likely to create engaging experiences for a museum's audience? I've been thinking about museum audiences and engagement for some time now and had these questions in mind while visiting various exhibitions in NYC. Checking out a museum's website or Facebook site can definitely enhance visitors' overall experience with the museum, but I was primarily interested in experiences that enhance people's engagement during their visit.
Future in Footlights
Oh, swami — gaze into your crystal ball and tell us: Whither Broadway?
Shall London simply teleport its productions, stages and all? Can we expect wrapper-free candy? Silent cellphones? And will the Shubert and Cort theaters finally renovate their restrooms?
Why a Negative Review May Not Be So Bad After All
There is a temptation to think that negative reviews are always a bad thing for a brand. Some of them definitely are, but it's much more nuanced than that.
Recent stats suggested that between one and three bad reviews would deter 67 percent of customers from a purchase, but not all negative reviews are bad for businesses.
As a recent example from a U.S. cinema shows, context is all important.