Sunday, May 31, 2009

Corporate Marketers Blogging, Tweeting As Part Of Their Job


Jennie Phelps, Investors Business Daily, wrote a very nice article about Newell Rubbermaid's social media/social web marketing efforts. She interviewed me about six weeks ago and wrote a nice summary and analysis on our efforts with a special focus on the Sharpie brand. The article is titled: Corporate Marketers Blogging, Tweeting As Part of their Job.

I have been thinking a lot about the Skittles interactive marketing campaign and social media marketing focused brand website. I know they have been receiving a lot of flack for their effort, but I think there are parts of their marketing program that are compelling and thought provoking. They took the concept of the "branded website is dead" and took a shot at what that might look like.

So the question is how could the parts of this marketing program that worked be executed on by brands not in the candy business? I believe there are many and will continuing exploring this as time goes on.

1 comment:

Mike Templeton said...

I think what Skittles did with pulling together all of their social streams under their website was interesting, but I don't see it working for corporate-type brands. Most big brands and companies just need that brochureware space to talk about their products, explain pricing, etc.

What I would like to see is more inclusion of those streams into corporate websites. For example, a corporation could pull in the latest tweets about their brand name and display in a sidebar, or show pictures that users had submitted.

I think you have done a great job with the new Sharpie Uncapped site by including user content. Now the corporate sites just need to figure out how to find their own advocates and loyal customers and incorporate that content into their site.