Tag Archives: digital marketing

Reaching more learners via YouTube

We’re in the process of adding more videos to the Digital Chameleon channel on YouTube. We’ll be adding clips from the interviews with industry practitioners that we’re including in our online courses.

See Matt Bruce, MD of Audience Measurement at Nielsen APMEA, talk about the new measurement standard in Australia

Stay tuned and we’ll keep you updated!

Patty Keegan
Digital Chameleon

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Earn while you learn with Digital Fast Track!

The latest edition of the Australia/NZ version of our foundational Digital Fast Track course includes a new virtual reality game called, “A Day in the Life,” available to Digital Chameleon course subscribers.

Once you’ve been through the course, play the game and put your new skills into practice!  You’ll spend time with each of the topics covered in the course: online audience measurement, online campaign measurement, buy & selling digital media, online campaign measurement, campaign objectives, search and social media.

Finish the game and submit your results, and you’ll enter our quarterly draw to win an Amazon gift voucher worth US$100.

Patty Keegan

Digital Chameleon

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Skin Deep – A YouTube Tutorial

This post is from my monthly Beauty Directory column

YouTube is your brand’s television broadcast network— but are you tuned in?  Do you have a channel set up?  More importantly, do you know if—and how—your fans are tuning in to it?

Let’s have a look at Clinique’s YouTube channel to get some perspective on how one brand is using YouTube to reach out to its customer base.  Clinique launched it’s YouTube channel in 2005 and currently has sixty one videos on YouTube, with views per video ranging from 515,264 (“Repairwear Laser Focus Wrinkle and UV Damage Corrector”) to 817 (“Acne Solutions Clear Skin Solution”).  Clinique’s video strategy is to present “real” users to present advice on how to apply their solutions in very informal and “homey” environments.

How successful is Clinique’s approach?  As a public relations channel, it seems fairly successful.  Clinique used YouTube as part of its communication strategy when promoting the “Fresh Faces” touched down across multiple U.S. universities in late 2010, having touched down in Colorado, Kansas, California, Texas, Missouri, South Carolina, Massachusetts, Ohio and Virginia.  The uploaded videos feature on-location profiles of how university-aged women were exposed to Clinique’s products as part of a nationwide tour.   In total, it was an effective (and fairly low-cost way) to generate an additional 50,000+ video views of the tour.

Another part of the Clinique approach to managing their YouTube channel is their “Clinique Insiders” series, which feature ‘typical’ reviewers producing their videos in kitchens and bedrooms, as opposed to professional studios.  These videos (with a couple exceptions we’ll cover shortly) attract anywhere, depending on the product, from 1,000 to 25,000 views.  Raw view numbers don’t tell the whole story however.  Another metric to look at is the “Like” and “Dislike” count for each video.  These tend to vary, with extremely favourable “Like” ratios on some videos to very negative “Dislike” counts. Like many cosmetics marketers, Clinique’s social media channels provide a channel for both promoters AND detractors, all with different and varying motivations (some being political and social cause driven).  Some very positive signs that Clinique is managing it’s YouTube channel effectively are the in-channel responses Clinique makes to various comment complaints (see example).

Now let’s look at the most viewed video Clinique has uploaded.  The biggest by far is “Repairwear Laser Focus Wrinkle and UV Damage Corrector” video with 515,000+ views.  While most Clinique videos received far less views, this one earned significant attention (the next biggest earned 100,000 views).  A dive into the stats should give us more perspective on why.  Clicking on the stats button (found to the right of the total views number underneath the video box in the screen), we find that almost half a million views were generated by a link from an ad!

It is an important reminder that while YouTube (and social media in general) offers marketers a powerful organic platform to promote brands, advertising is what is driving most of the views in this instance—even on a “free” social media platform.   It is a useful lesson to consider – social media is just one part of the marketing challenge!

Have a look at Digital Chameleon’s Social Media Platforms course for more on YouTube.

Patty Keegan

Digital Chameleon

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A new way to share your social media

One of the (free) iPad apps that I’m really enjoying is . If you’re not familiar with it, it’s a “social magazine.” If you’re on Facebook or Twitter, and have an iPad, proceed immediately to the app store and download Flipboard.

Once downloaded, you can enter your Facebook and/or Twitter details and those streams are turned into “magazines.” It takes the links from your feeds and puts them into a visually appealing and easy to read format that’s attractive and does look like a magazine. There’s no advertising on Flipboard which begs the question – what’s the business model?

I’m in the process of trying to figure out how to take the Flipboard version of my Digital Chameleon Facebook stream and distribute it as an enewsletter. I would think other marketers would want to do similar, as it makes a visually (not to mention information-rich) compelling product. Maybe a business model here?

Flipboard is less than a year old, and if you read the reviews from hardcore social media types you’ll see that it does have limitations, but I love the concept. It’s an engaging new way to look at our social media, expressly made for the iPad platform. It’s interesting to see the differences between the look and feel of my personal Facebook feed, versus the Digital Chameleon on Facebook, versus my Flipboard. The content is “clickable,” and can be shared and commented on from the application. It surely makes Twitter easier to read and make sense of. Flipboard apparently senses “engaged” items with lots of comments or retweets, as well as photos, so that it filters out the “best” content and visuals.

Isn’t it funny how we always approach a new medium/platform with our “old platform” sensibilities? iPad is an exciting new device but I wonder how long it will take before content developed for the iPad will start to look less like a newspaper or magazine and more like something we can’t yet imagine.

Patty Keegan

Digital Chameleon

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Social media brings barbie and ken together

Did you know that Barbie and Ken are back together? Why should you care? Because in the last year Mattel has created a cheeky, engaging, viral and successful social media campaign that other marketers can learn from. Barbie is back, and she’s social media fabulous!

I grew up with Barbie… and Ken, Midge, and Skipper and all the clothes and accessories I could get my hands on. I had the Barbie beach house, as well as the cool convertible they tooled around Malibu in. This campaign has given Barbie and Ken a supercharged overhaul and made them cool and relevant once again. Through social media, Mattel has breathed new life into their classic characters by giving them a voice and letting their fans interact with them. It’s a brilliant, cheeky, and engaging campaign.

In July 2010 Barbie started a account, got onto Foursquare, and started posting videos on YouTube. That was all in order to promote the new Video Girl – a Barbie with a video camera embedded in her, so you can record videos with Barbie and post them on YouTube. She started a scavenger hunt on Foursquare, and tweeted clues to her followers.

In February 2011, Mattel created on their biggest social media campaign to date – Reunite Barbie & Ken. Such a reunion would generate loads of buzz, and the volume could be turned up high via social media. Barbie had continued tweeting and checking in since July, and now Ken had Twitter and Foursquare accounts and both were on Facebook. Cheeky videos were posted on YouTube, and they easily went viral.

The campaign engaged the user by asking them to vote on whether or not Barbie should take Ken back. Fans, followers, and “likes” got a say in what happened between the famous pair. You know how the story ends – Barbie did decide to get back together with her old beau (thanks to her fans), and Mattel has extended the campaign by providing more ways users can be involved in the love affair. People can have a look at some of the things Ken did to win back his love, they can download music, and they can take part in the “Genuine Ken” contest to find the “perfect” man.

If you grew up with Barbie, Ken, Midge and the gang as I did, you can’t help but smile at the way these icons have remained relevant (OK, more than that – they’re positively COOL!) with a campaign that revolved around social media and building community.

But the campaign didn’t stop with social media – Mattel invested in billboards around the world. Posters at Times Square from Ken shouted, “Barbie, I want you back!” Not only did this reinforce the message, but those who weren’t aware of the online campaign were driven there through offline media.

For more examples of social media campaigns, see Digital Chameleon’s Social Media Campaign Planning course.

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Best practice Facebook pages for beauty brands

Facebook supports a multitude of tools and apps, but if it all sounds too hard and time consuming, there are experts who can help you devise your Facebook content strategy and make implementation of apps easy. operates in Australia and provides marketers with tools and services to help them achieve their goals on Facebook without having to spend time and money building custom apps.

Many beauty brands have built a Facebook presence using these content management tools. For example, allows users to select their country and language. Dove makes use of multiple tabs for Skincare, Deodorant, Hair, Men, etc. Included within these product tabs are options for people to submit questions, sign up for newsletters, take quizzes, answer polls, take part in discussions (there were 71 discussion topics when I last checked), and to share “where you find real beauty in your life.” Dove has over 1 million Facebook fans and this Page is a great example of a brand giving users the tools to interact and become part of the community.

is a good example of using a splash page to make it clear to users what you want them to do (“Like Us”!) in no uncertain terms – with the payoff being that you’ll have access to exclusive offers each week.

includes free products giveaways, exclusive videos, badges, polls and quizzes for those who join “My Covergirl” on Facebook.

asks people to “Like” them on Facebook in order to watch a video. They also include functionality for finding or including videos, a Twitter feed, and a photo gallery.

It all starts with what your business is trying to accomplish via social media. Have a look at what others in your category are doing, but don’t lose sight of the fact that you need to build in tools and functionality that drive the specific actions that are important to your brand and its goals.

Patty Keegan

Digital Chameleon

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Facebook videoconferencing

While all the buzz is around Google+ right now, Facebook aren’t resting on their laurels either. About the same time Google+ was rolled out, Facebook announced it had teamed up with Skype to offer videoconferencing. Users can now use their webcams to use Skype to talk to friends and family. While not as big an evolution in their product as Google’s, Facebook has still just given 600 million users the ability to use Facebook as a real-time personal communication platform. Here’s the news from the .

What does all this mean for your marketing? It means there’s a whole raft of reasons for your customers and prospects to spend even more of their time in social media. As this chart from Pew shows, social media is, with the exception of LinkedIn, a very female-oriented part of the internet. What’s your plan to reach them there? Digital Chameleon is currently developing a new online learning suite focused just on learning how to use social media effectively in your marketing. Stay tuned for details

Patty Keegan

Digital Chameleon

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Upping the ante in the social media wars

Within the last few weeks, two major players in the social media world have offered significant updates in their current offerings. Google’s Google+ project and Facebook’s new videoconferencing capabilities both have implications for marketers. Let’s take a look at each and see why.

Google has been trying, unsuccessfully, for some time to tackle social media. Google Wave never got off the drawing board and when Google Buzz launched in early 2010, it was plagued by data privacy issues and quickly faded. This time it looks like Google has finally got it right with Google+.

Here are some key elements of the new social media network:
Circles- Google+ provides you with a dashboard for organising your own social media networks. It is a simple drag and drop operation that allows you to build as many different social media circles as you like (for example, a work-related circle, a family-related circle, a political circle and so on)—all from on central point.

Sparks- Google+ publishes streamed content you can respond to, with whatever sparks your interest.

Hang-outs- Google+ gives users video conferencing capability, integrated right in to the social network.

Huddle- This is an instant messengering option that provides Twitter-like functionality.

Google+ supports their own Android platform and presumably will support other platforms too.
So what are the implications for marketers? First the demographics which were initially overwhelming male, is quickly shifting, with 1/3rd of users now women. Even though Google+ is still in beta, it already has about 10 million users. Google can easily push search engine users and the almost 200 million Gmail account holders towards Google+. In other words, we’re potentially the biggest thing to hit social since Facebook! for more on Google+

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First looks at G+

Google+ is a new social network launched to grab market share from Facebook – by invitation only. See the invitation workaround did.

Google+ looks a lot like Facebook (with a little Twitter thrown in? Friends and Followers?) but for some new functionality that makes this Google social network look more elegant than its competitor, and in fact more elegant than what we’d expect from Google. It actually looks more like something from Apple than Google in the demo. I like the look of “Circles,” which lets you categorize friends into groups with a beautiful drag and drop.

Have a look at (Mark Zuckerberg has more followers than anyone else as of today).

Apparently Ford has put the up on the site.

So far, Google+ seems to have taken off in a big way (unlike Google Buzz launched early last year) so watch this space.

See  more information on Digital Chameleon’s Social Media Platforms course.

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Group buying sites harness the power of social media

US group buying site Groupon launched in Australia entering a market already active in group buying with players such as Nine Entertainment Company’s Spreets and Cudo, owned by Yahoo!7. If you’re not sure how hot this segment of the online market is – Facebook and Google are expected to launch initiatives in this sector, as the margins are significantly higher than their current online advertising products. In fact, it was rumoured that Google attempted to buy Groupon back in December for several billion US dollars.

So how do group buying sites work? The sites ask retailers to offer steep discounts on items that would appeal to the local market. For example Stardeals currently offers deals in Sydney, Melbourne, Perth, and Brisbane. The deals would include 50%-90% off spa visits, dinners, cruises, haircuts, etc. There’s generally one deal per day, and some sites wait until a certain number of people sign up for the deal before it becomes official, others make the deal available right away. The group buying site then takes 30%-50% of the revenue generated by the deal. It’s a sweet arrangement for the retailer who pays nothing upfront and enjoys new revenue via a new marketing channel that takes advantage of the power of online social networks and word-of-mouth.

Consumers can be notified of deals via email, Facebook or Twitter. Seven Media’s Spreets emails over 500,000 Australians each day. When someone buys a deal and suggests it to friends, they are rewarded with credits, and the cycle continues. Group buying sites use the power of the web to offer big discounts to volumes of people for things they actually want to buy.

People can also access these sites via iPhone apps. So instead of printing out a coupon which they take into the retailer, they sign in via their phone and show the coupon to the retailer.
How do the group buying sites reach critical mass members? Local players Spreets and Cudo can take advantage of their parent companies’ marketing power including print, TV and online properties. Search engines, word-of-mouth and social media contribute additional fuel.

While group buying tends to focus on local retail and SME’s, with the focus on dining, leisure, health and beauty products and services, bigger brand marketers are starting to move into this sector. It’s a cost-effective way to get traffic in the door compared to other advertising channels. Locally, retailer Harvey Norman has reportedly trialed group buying for its security products. In the US, Amazon and Gap have tested group buying.

The popularity of group buying is tied directly to the growth of social networking sites like Facebook and Twitter. They simply couldn’t exist without them. Group-buying campaigns combine online and social elements, enabling brands and merchants to directly reach consumers, who in turn share product offers with their networks of friends through email, Facebook, and Twitter.

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