We Are Communication Architects

Building brand awareness through content creation and community engagement.

Archive for the ‘Marketing’ Category

September 22nd, 2009

Making Do

For those of you who, like us, are in the communications industry and who, like us, are using social media tools in client programs, here’s a question to ask yourself: What if you couldn’t? If you’re a firm believer in the power of customer engagement, see the value in empowering employees to become thought leaders […]

Filed in Community, Marketing

September 3rd, 2009

eMarketer: Social Network Users Connect with Brands

A new report by eMarketer brings together recent studies from Anderson Analytics and MarketingSherpa that shows interaction by the social networked population with brands and companies is higher than some people might believe. According to the Anderson study 52 percent of the social networking population has become a fan or followed a company or brand […]

Filed in Marketing

August 24th, 2009

Social Media Usage Gets Prioritized by PR Hiring Managers

There’s a notion out there that if you want to be a successful “social media marketer” you need to have thousands of followers on Twitter, a widely read blog and more, as well as be updating all those on a regular basis. Unfortunately some people put more value on those than a solid foundation of […]

Filed in Career Development, Marketing

August 14th, 2009

Promoting your social media profile through paid media

During one of the shows we watch regularly each evening there are always plenty of promotional spots for the network’s other shows. The commercials for one such show, though, include a heavy helping of quotes seemingly pulled from Twitter users, with the spot ending by calling for viewers to follow that channel’s Twitter feed. I […]

Filed in Marketing

August 13th, 2009

Social Media Usage Growing Among Marketers

A survey by the Association of National Advertisers and others reports that 66 percent of marketers have used social media as part of their plans, a big increase over 2007 when only 20 percent of respondents said they’d used social media for their marketing. Facebook was the most common tool used, with YouTube, Twitter and […]

Filed in Marketing

July 10th, 2009

Forrester Releases Interactive Marketing Predictions

Forrester Research has officially released their predictions for interactive marketing spending between now and 2014. All categories Forrester defines show some level of increase between now and then, with “Social Media” experiencing the biggest rise of 34 percent, even as overall advertising budgets drop as companies look to wring more value from their limited dollars. […]

Filed in Marketing

July 9th, 2009

Add-on or value-add?

It’s tempting sometimes to think of social media tools as “add on” components to a campaign and indeed many people do just that. An agency might put a ton of thought into launching a blog for a client and then casually suggest a Twitter account to go along with that. Or an interactive shop that […]

Filed in Marketing

June 23rd, 2009

On Domain vs Off Domain Strategies

So I’ve noticed a strange sort of tug-o-war taking shape among those managing social media programs and without going into all the details here, I’ll just say the tugging typically gets down to this question: where should you put your time, energy and money? Should it be with” on-domain” strategies (e.g., brand communities, business blogs, […]

Filed in Marketing

June 8th, 2009

PR, WOM and Social Networking to Survive Cuts in Marketing Spending

According to a survey from the ANA, public relations, word-of-mouth and social-network-based efforts are among those marketing activities whose spending will at least be maintained if not increased as companies make budget cuts to ride out the recession. While marketers signal they’ll be decreasing budgets for media buys and event sponsorship they will, according to […]

Filed in Marketing, Public Relations, Social Media

June 1st, 2009

The “Action Chasm”

A new report from Forrester Research predicts that spending on site analytics solutions will continue to grow over the next six years, but that much of that growth will come from adoption of hosted options and not licensed software. That’s all well and good, but we’re still stuck with the fact that most marketers aren’t […]

Filed in Marketing