One Eighteen Advertising Blog » marketing

Accolades From the World of Public Opinion

rachel — Mon, 14 Jun 2010 23:12:36 +0000

Congrats to the One Eighteen Advertising Team and the Boar’s Head Marketing Team for working hard on executing Boar’s Head first Social Media Contest! We worked hard to make it a success and we feel that our goal was accomplished. We always appreciate feedback and even more so when it is so positive, as Angela Connor’s blog, Building community through contests: Boar’s Head gets it right. Thank you to all who supported us and check back soon for more Social Media initiatives and what is to come!

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There is Proof: Headlines are Crucial

rachel — Mon, 12 Oct 2009 21:22:12 +0000

As an integrated agency and given that people are fed thousands of headlines a day, it is now more important than ever to engage users in shorter bursts. In most cases, people weigh the headline and opening sentences of an article more then ever and now there is research to support this idea. Should you spend as much time perfecting the few words of your headline as on the hundreds of words that comprise your article or blog post? The answer is absolutely, yes, according to a new study by OTOInsights. Using an atypical combination of social media and neurological marketing research, the research looked at how users responded to digg entries using eye-tracking and physiological signals (heart rate, breath rate, body temperature, skin conductance) as well as more traditional survey methodology. Basically, what the readers focused on and what they mostly ignored, is what makes this interesting. The study looked at the four major components of each digg article: The “digg button” (showing the number of diggs), the headline, the description, and the image that was associated with the article. According to the study, the digg button and the number of diggs associated with each article are the least important factors for viewing and promoting the content. In the rare cases where the number of diggs reaches an extreme high (4,000+), was it considered by readers to be valuable criteria. For the majority of articles, readers spent no time considering the current number of diggs. Also, the image attached to the article was considered to be of very little value by all the readers when evaluating content. Headlines and descriptions were much more important to readers and commanded much more of their eye-tracking time. The most interesting outcome showed that all participants spent dramatically more time looking at each headline word compared to each description word. Readers were able to view their eye-tracking data and they themselves confirmed the claim that headlines were the single most important factor for influencing their Digg.com behavior. Additionally, readers identified the crucial role of headlines in setting expectations for the associated content. (Social Media for Marketing: An Analysis of Digg.com Engagement and User Behavior by Jeffrey Bardzell, Shaowen Bardzell, and Tyler Pace.) Successful headlines had some common characteristics:

Users prefer headlines to be short, direct, and revealing.
Underestimating the importance of headlines almost guarantees the failure of the submission.

Being an agency with our roots in more traditional media that includes writing headlines for copy and display ads, we understand this practice well and we apply the same practices to our social media campaign. However, this new data reinforces the fact that social media pros have known for a very long time; How critical good headlines are for generating clicks. The new research data provides some additional understanding of how users visually process them. Here are some tips for writing good headlines for the web:

Is the headline message actionable?
Does the headline as a question or invite people into a conversation?
Does the headline convey an overall message?
Is the headline optimized for search (i.e. specific keyword call-outs)?

Please add to the list if you have any ideas or thoughts.

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Toyota launches intriguing new solar flower marketing campaign

rachel — Tue, 21 Jul 2009 18:59:47 +0000

In Boston’s Prudential Plaza, 18-foot tall solar flowers were stationed to provide free Wi-Fi and electricity that was “partially powered” by small solar panels that are attached to the pedals and stem.

Giant Solar Flowers

The marketing campaign is in an effort to raise awareness and interest in the 2010 Toyota Prius. The campaign called, “Harmony Between Man, Nature, and Machine”, will be traveling around the US and stopping in New York, Chicago, Seattle, San Francisco, and Los Angeles. As if the new Prius commercials were not engaging enough, Toyota continues to go above and beyond the spectrum of creative marketing strategies. What if the next campaign consisted of Toyota setting up portable solar heating stations at large public swimming pools to heat the freezing cold pool? Of course this would only make sense if it were getting cooler outside. What do you think would be a great future campaign?

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Use of social media skyrockets among top marketers

rachel — Tue, 21 Jul 2009 16:08:58 +0000

B-to-B, a popular magazine for marketing strategists, is reporting that social media and viral video use by their readers and marketers have grown dramatically over the past 2 years. Social media as a means of marketing has increased to a dramatic sixty-six percent of the marketers surveyed. Only 2 years ago, the same survey concluded that an average of twenty percent used social media as a tool to market.The future for media tactics seems to be pointing to blogs and mobile. Viral video and podcasts are also topics of interest when discussing the next stage of attacking the social media market. Generally speaking, viral video, podcasts, and blogs are not new means of social media, but the reason why they are being utilized is evolving. Although the objective of social media might be shifting, the top social media sites popularity and following do not seem to be an area of concern when it comes to being effected.

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