Staying True to the Story: Where ‘The Lorax’ Went Wrong

It's been weeks. Why haven’t I gone to see the movie adaptation of my favorite childhood story, Dr. Seuss’ The Lorax? It wasn’t the trailers or previews, but rather the antics of Universal Pictures’ marketing department and their eagerness to slap a “Lorax Approved” logo on any product within earshot and produce beaming endorsements for any brand—however ill-suited they might be—willing to pony up. When compared to the lessons from the original story, the irony kills. The blasphemy is palpable.

From a marketer's perspective, The Lorax's awkward corporate love-fest, and the resulting backlash, prove that it’s now imperative to define your brand’s story platform—the core narrative at the heart of your brand, where all promotions and marketing should tie back to and stay true to. Read up on The Lorax's worst offense yet, the overall saga, and other exploits in nostalgic cinema after the jump.

Share
Do likes really matter??

Why There’s More to Facebook Pages than ‘Likes’

The most successful brands on Facebook Pages aren't the ones you'd think. If I told you that Coca-Cola’s Facebook Page has an engagement rate of less than one percent, would you believe me? Well, it’s true. After calculating the ratio of Coke’s total Likes to total engagement (“Talking About This”), the Page clocks in at a meager score of 0.7%.

But this is not unusually low for Facebook Pages; in fact, it’s quite average. Most brands are very successful in generating Likes but fail to keep their fans talking. When it comes to real success for a brand on Facebook, in the end, engagement numbers mean a lot more than total Likes—a number that often speaks more to the size of the brand’s media buy and not to the quality of their content. As such, Talking About This is actually a far more valuable metric and tool than total Likes are. Here’s why.

Share
Is Path the Anti-Social Network?

Path: The Anti-Social Network?

Let’s face it: You’ll let anyone follow you on Twitter or Google+. You don’t care if 100 or 100,000 people know what you ate for breakfast. And while Facebook is inherently a permission-based network, you found that girl you dated in 5th grade and haven’t spoken to in 20 years and you friended her, right? It’s okay, though, because the social paradigm has shifted. 10 years ago a phone call to your neighbor who moved away when you were kids would be no less than creepy, but it’s common practice now.

In a world where influence and clout (or, Klout, I guess) is measured by reach, a social network that expressly limits the number of connections a user can have is almost audacious in this day of age. Or is it just what we need?

Share

5 Lessons the #KONY2012 Viral Video Can Teach Your Brand

If you’re a digital marketer who decided these past 10 days were the days you’d “completely disconnect from the digital world and find your analog-self,” then you picked the wrong week.

Monday, March 5th saw the launch of the most successful viral marketing campaign in history, branded or otherwise. Nonprofit organization Invisible Children published their KONY 2012 campaign video, taking the social media world by storm. On the day it was launched, the video was practically unavoidable. It seemed nearly everyone posted it on every type of page and platform. With over 100 million views on YouTube and Vimeo combined in only one week, the video has reached iconic status as the most viral video of all time.

Share

Facebook’s New Premium Ads: A Huge Mistake?

At last week’s first-ever Facebook Marketing Conference (fMC for short), Facebook officially announced the integration of four new products into their advertising model. These additions represent the most invasive placements on the social networking site yet. For the first time, they’ve placed ads within the previously untainted News Feed (on both desktop and mobile sites)—a move that speaks volumes of Facebook’s new trajectory.

Facebook users don’t often warmly embrace shifts in their social media routine, so it’s only natural to wonder how Facebook’s 845 million users will react to these game-changing announcements. What will it take to make sure these new ad formats don’t backfire on branders?

Share

5 Rules for Brands to Avoid Being “Pruned” From Social Profiles

Breaking news: Young people care about their reputation and appearance!

Well, maybe that's not such a hot scoop, but when you add the words online and social media, the ears of brand managers everywhere start to perk up. According to a new study, nearly two thirds of people on social networks are engaging in “profile pruning,” carefully curating their own social profiles by deleting posts, comments, tags and friends. In order to stay in the fertile flower beds of young social-media users, brands must follow their rules to avoid getting pruned. Cue gardening metaphors.

Share