Tumblr Announces Advertising Package

by Mike Reiber

Last week, for the first time ever, Tumblr, the fast-growing but profitless blogging platform announced an advertising package. So what's the big deal? Why would advertisers eschew Facebook, YouTube and Twitter for a site that doesn't collect much user demographic information?  

The answer lies in Tumblr's growth and the fact that it's more visual than many of its peer sites. Tumblr's unique visits reached 58 million in March of this year up from 26 million a year ago according to comScore. Tumblr contains more than 54 million blogs. The site allows users to easily customize and share their blogs. According to the company, the average Tumblr user creates 14 blogs per month and reblogs three. Half of the posts are photos.  

The company has been dipping its toe in the water on a number of revenue generating initiatives such as allowing designers to sell web page themes to bloggers or allowing bloggers to promote their posts on its dashboard. The new ads will appear on the dashboard and directory pages used to highlight content categories and blogs.  

Our team at Axiom is excited about this development. The enthusiast customers targeted by our home and garden manufacturer clients are avid bloggers. They like to write about and share their experiences on cooking, wine, interior design, gardening, out door entertaining, etc. We believe that this will add yet another arrow to the quiver for innovative marketers who want to break out of the Facebook and YouTube pack.  

LinkedIn Buys SlideShare

by Natalie Bell

@nebell90

The age-old saying says that two heads are better than one, but in this case two companies are better than one.  LinkedIn, the top professional social network, purchased SlideShare, a site to share presentations, for $118.75 million yesterday.  Both parties are excited for the possibilities to come.

SlideShare's CEO, Rashmi Sinha, shared his opinions and reasons for the partnership in the company's blog.  He writes about his determination to eventually link the two companies.  This has been a long-term goal that he has made possible through connections and determination.  In his words the acquirement is "a natural culmination of this partnership."

LinkedIn is enthusiastic about the partnership as well.  In their blog they say that SlideShare has done a good job creating a portal for document sharing, and the two companies are excited for the possibilities coming out of this merge.  Deep Nishar for LinkedIn says, "This deal enables professionals to discover people through content, and content through people."  Presentations are a great way of sharing knowledge with others in a profession.  They also are great resources to see samples of people's work and true knowledge.

This acquirement by LinkedIn should prove to be a seamless transition.  Both parties say that SlideShare's capabilities will not be lost.  The companies, to prove this true, put together their own SlideShare presentation further explaining the benefits and reasons of the partnership.  To watch please click the image above.

Axiom Adds Some Bling

The gold keeps coming! We are pleased to announce that Axiom is the recipient of SIX 2012 Communicator Awards – including an award for this very blog!

Thank you to the judges and congratulations to all of our fellow winners!

To watch the award winning Wilsonart (Up)Date Night Series Click Here.
To check out our Mr. Bubble Birthday Bash event Click Here. 

Awards of Excellence

Mr. Bubble’s Birthday in a Box Press Kit

Mr. Bubble Bubble Bash - Integrated Campaign

Wilsonart (Up)Date Night Video Series

Awards of Distinction

Mr. Bubble Bubble Bash - Marketing Effectiveness

Daily Axiom's Blog

Axiom Social Hour Facebook Page

Top 4 Benefits of Gamification

by Ashley Haugen

@AshleyKaia

Gamification, the act of integrating game mechanics into products or services, has rapidly taken over marketing campaigns. Now, we can check-in for badges on Foursquare, try to beat our various social media scores, and earn rewards for shopping at our favorite stores. It seems like everyone has jumped on this “playful” bandwagon to reap the rewards of engaged customers.

It’s an important trend to be a part of. According to Gartner, Inc., "by 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” Even more eye-opening is their prediction that by 2014, gamified services will become “as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.”

Business leaders must keep their eye on gamification and the benefits it can bring to their brands. Below I have outlined a few of the greatest rewards game mechanics can reap:

1. Response Time 

• Immediate engagement by users allows for a faster and clearer feedback loop. Instead of waiting for research results and other time-consuming, expensive reports, gamification often lets marketers immediately see what is effective and what is not. Because respondents are playing in “real-time,” marketers will often see the results of their efforts in “real-time.” Lending itself to the coveted opportunity to make tweaks and changes for a higher success rate. 

2. Call-To-Action

• Games usually have a clearly articulated structure, quite opposite of our chaotic and undefined lives. Clear calls to action are easy for users to follow and complete. This simplicity drives interaction. 

3. Brand Exposure

• The viral nature of gamification increases brand exposure. Most games are meant to be shared and even played in competition with other customers, giving it an exponetial reach. Not only that, but it helps foster brand advocacy, as it rewards customers for using their business. Who wouldn't want to be recognized for brand loyalty? 

4. Image 

• Staying on top of trends not only shows that you "get it," but also shows that you have the volition to actually put it into action. Using gamification for your product or service can help encourage a youthful, cutting-edge image. 

Whether or not gamification is just a fad or here to stay, it has found the inner-child in all of us. Either way, it's a trend that will only be growing. So what's the next era of gamification? Look for it to manifest in the workplace, as it motivates employees to achieve business goals, participate in health programs and drive productivity. 

May Is The Month Of Minnesota Museums

by Nick Egner

What state has twice as many museums to residence ratio than the national average? What state has attracted more than double the museum attendance than it's top five professional teams combined? Well, that last stat isn’t as impressive due to the caliber of teams the state has produced lately...

Welcome to the month of May and the month of Minnesota museums! A partnership of museums, tourism agencies, media, and other affiliated organizations have joined together to spotlight the importance of museums in the community, and probably make a few bucks while they are at it.

With that being said, this is a great program with a heavy dose of social media influence. You can follow the organization on Facebook and Twitter. You can expect a steady update on deals, events, visitor photos, shared visitor stories, and a general dialogue within the community.

I thought this might be a good time to share a few of my favorite museums, what they are up to, and how they use social and on-line media to enhance the visitors experience. 

Science Museum of Minnesota
ARRRRRG, there arrrrre Real Pirates! Check out more than 200 artifacts from North America’s only authentic pirate ship, and catch an Imax movie while you are at it (runs through 9/3). Fun fact: Do you know why pirates would often wear an eye patch? So when they went under deck one eye would already be adjusted to the darkness. That’s right, living and learning is what the science museum is all about. And for you adults 21 years and older may I suggest checking out an event called social science. Why not enjoy the Museum with an ice cold Summit? Social Science is designed to keep the more mature science enthusiasts entertained with a variety of activities. 

How do you keep updated with the goings on at the Science Museum? Follow them on Twitter (@ScienceMuseumMN) which is active about 3 or 4 tweets a day. They also have designated hash tags so patrons can participate in a real time discussion. And don’t be surprised if Iggy asks you a question or two.

Walker Art Center
Holy hipster Batman! All joking aside, the Walker is such a great experience. If you want an artistic multi-media experience second to none this is the spot. The content of the museum is extremely well represented through their online/social media channels as well. Very active on Twitter (@WalkerArtCenter) with about 6 tweets a day, but that really isn’t the half of it. Check out their flickr account. It is a truly beautiful display of pictures that does a good job at capturing the exhibits! 

For another treat, click the media tab on their website and prepare to get lost in an internet time warp. From the blog posts with a variety of focuses, to the Walker video channel, to the real time webcasts, the Walker has done a great job matching the style and feel of their museum to their on-line media content.

Minneapolis Institute of Art
What type of a museum is the best? Is it science? Is it contemporary art? Nope! The best type is free! The MIA is free daily for you to come down and check out their exhibits. I’d recommend “The Sports Show,” but it ends May 13th. My favorite thing about this museum, other than its price, is the “Third Thursday” event. Not only are you invited to check out the exhibits as always, but you are treated to a Summit beer and live music. What is the next “Third Thursday” event? Craft Brews. I’ll see you there! To keep up-to-date with the MIA follow them on Twitter (@ArtMIA). They also have a very nice Flickr account.

Happy Minnesota Month!

Marketing: How Large Conglomerates Succeed

by Natalie Bell

@nebell90

Take a good look at the map above -- I bet you will be surprised.  Did you know that the majority of these small goods are owned by ten corporations?  This graphic comes is from the French blog Convergence Alimentaire.  The blog gives explains the impacts of having a small number of companies own a large number of brands -- environmentally, economically, politically, and consumer-wise.  What we PR/Marketing people think of is how the companies survive if they are selling their own similar brands as competitors.

For instance, take a look at Proctor & Gamble.  They own multiple types of laundry detergents -- each of whom compete against the others for consumers, at least from the outside.  Taking a deeper look into the detergents, however, each brand features a different benefit.  Tide is the classic detergent that focuses on cleanliness of washed clothes; Gain targets people who are highly concerned about the scent of washed clothes; Downy attracts consumers with a priority for soft washed clothes.  By advertising each brand as being the best for each purpose, Proctor & Gamble ensures that, in the end, their company gets almost all detergent revenues.  

Other companies are doing the same thing: Pepsico owns five fast food chains, but they all have unique menus from the others.  Coca-Cola sells three different energy drinks all targeting different audiences.  These products do not have extreme differences.  So what makes them different in our minds?  Marketing, my friends, marketing.  Creating unique ideas for each brand makes the products unique to consumers.  Without this created brand image detergents would all seem the same.  Energy drinks would be the same.  Marketing allows for choices and preferences between similar products, and what kind of world would we be in without choices?  

4 Ways To Reach Out To Bloggers On Pinterest

by Shelly Gustafson

Visually inclined bloggers have found a home on Pinterest - where they have an outlet to easily post their favorites photos and videos as well as interact with other like-minded bloggers and fans.

But can PR and marketing teams use Pinterest directly to effectively reach out to these influential individuals?

The answer thus far is both yes and no.

Yes, because Pinterest simply gives more insight to the blogger’s world and interests rather then simply reading their blog. Perhaps you’ll find through combing through the various pins and boards that an influential mommy blogger has a secret love for gardening or is on the search for healthy recipes for her kids.

However, reaching out to a blogger through Pinterest should be handled with extreme care. Pinterest thus far has developed as a very simple concept, much like Twitter did, and marketing and commercialism is still finding its place among the shuffle.

This, of course, does not mean you can’t utilize Pinterest to get you and your product noticed by these bloggers in a more subtle way. Below I’ve listed a few ways to slowly integrate yourself into these blogger’s world via Pinterest:

1) Get involved yourself. Join Pinterest and start your own boards with your interests and ideas on display.

2) Follow, Follow, Follow Similar to Twitter you can follow too many people on Pinterest and end up being overwhelmed by your feed. When you are starting out its incredibly important to start following the right people and for PR and marketers the right people are often the influencers in their field.

But don’t limit yourself to following a couple bloggers – look at who they follow and what interests them as well. Do they have favorite companies that they follow and interact with or perhaps other bloggers that you can add to your influencers list?

3) Repin / Like / Comment Pinterest offers three options for someone to show agreement or appreciation for another users contribution and all three of them end with you being listed in the individuals Pinterest update.

• Repin 
• This option should be used when you really like someone’s pin and want to add it to your own personal boards. It will remain there until you remove it however so use with caution.

• "Like" 
• The pinterest equivalent of the “retweet” a like on Pinterest shows a little less commitment that a repin but will still add you to the bloggers daily pinterest feed. 

• Comment
• Commenting on a pin will allow you to be associated with any repins that other individuals may do, so it can give you an even bigger reach. 

4) Contact Via Email 

Once you’ve establish yourself on Pinterest and feel you have a good feel for the bloggers style and interests reach out to them via email. Mentioning that you enjoy their boards on Pinterest can only help your cause and may even jog their memory back to some of your repins/likes/comments. 

Leverage Social Media By Knowing Which Network To Use

Wordless Wednesday Post: 

Video Boosts Brand Engagement, Study Reports

by Dave Sniadak

We've seen a dramatic shift since 2010 in how advertisers are using video campaigns - online, interactive, and through traditional media buys. Accordingly to an Adap.tv industry survey of 638 agencies, brands, publishers and ad networks, nearly three out of every four advertiser (73%) is setting out to build brand engagement with their video initiatives. This shouldn't come as a surprise to those of us who advise our clients how to utilize video in their marketing and advertising efforts. 

However, what is slightly surprising could be that in the past 24 months, the attitude towards online video has shifted so dramatically from brand awareness to brand engagement. How dramatic? In 2010, only 18% of advertisers saw value in brand engagement with video. In just two years, attitudes have spiked by 55% in favor of engagement. 

The cross-platform integration of video - thanks to the strong saturation of tablets, smart phones, and even smart TVs - allows companies to deliver their message simultaneously on a multitude of mediums. No longer are companies forced to simply buy a flight of cable spots that go out and fall flat. Now, for example, we can buy the cable time on ESPN, while coordinating buys on ESPN.com, and even ESPN's mobile app.

The ability to hammer home a message with video has never been greater than it is right now. However, do advertisers run the risk of over-delivering content to a video soaked consumer base? Fresh content is crucial to ensuring a successful campaign. Keep that in mind as you dial up your next media buy.

Mr. Bubble Does it Again!

by Natalie Bell
@nebell90


Bragging is often frowned upon, but sometimes you just have to toot your own horn.  Last month our team at Axiom was thankful for winning the PRSA Classics award for Mr. Bubble's 50th Birthday Bash. We now have received more good news about the party -- we are finalists for the PR Daily Award for Best Event Marketing!  All the hard work of our team and members with The Village Company paid off. This gives us a chance to reminisce with these highlights from the Mr. Bubble event:

• Creating Bubble Land in Water Park of America with giant bath tub and world's largest bubble bath.
• Filling the water park and lazy river with Mr. Bubble beach balls.
• Inviting Mommy bloggers from across the country to enjoy the party.
• Presenting (and savoring) the Mr. Bubble replica cake.
• Fox 9 News joining us for the event and showing live footage.

All in all, the day was a huge success and something to remember.

Mr. Bubble and his cake.

Children enjoying the giant bubble bath.

The "New" Addiction? Tablet Users Report Peace of Mind, Creative Boost, According to Viacom

by Dave Sniadak

@dsniadak

Very interesting findings were just released from Viacom this week, talking about how tablets are now the "second screen" of choice for television viewers. The media and research company calls this latest trend "Tabletomics," or the science of using tablets to consume media, technology, all while enhancing creativity. Move over laptop, there's a new screen in town. But beyond that, it seems that tablets are the new "cup of coffee" we so often need to have attached to our hands - without it, we start to get jittery and shaky.

Viacom found that tablet owners feel an emotional connection to their devices. Research findings show that more than 50% of respondents said their tablets bring peace of mind, almost half (49%) said they're managing their daily duties better, and by simply having a tablet in hand, almost 4 out of 10 people feel more creative (39%). Sound familiar? I feel the same way about my morning can of Pepsi.

This video posted on Stuart Schneiderman's blog on Viacom.com shows how consumers are using their tablets to perpetuate the consumption of media beyond simply sitting on the couch and watching their favorite shows. What it doesn't show is how our addiction to tablets is creating a divide between personal connection. I'm alarmed by the footage of the family sitting on the couch, all using a different mobile device, instead of sitting on the floor, playing with toys or board games.

Is it time we have a technological intervention? When do we pull the plug and force ourselves, as a society, to say "We've consumed enough technology for one day! Turn it off!"? I guess we'll simply have to ask our Facebook friends what they think, right after I update my calendar on iCal and finish this documentary I'm watching on my Whispersync app.

April showers...make for a great time to watch online videos!

by Nick Egner

How does this have over 5 million views?

With Youtube being as vast as it is, it can be hard to find good content. With social media being saturated with an overwhelming supply of content, how in the world are you going to find the good stuff? Lots of video sharing sites and social media channels are basically just user generated filters that allow people to update and share the videos they find most interesting. Are you yearning for more high quality, on-line video content? Well, I can’t promise you that, but here is a look at a few places on the net you might find yourself lost in a sea of cute cats, laughing babies, and Tupac’s ghost at Coachella.

Pinterest.com
I know Pinterest at first glance looks like every girl on Facebook’s place to pin their dream wedding dress, or those cute shoes she saw at Neiman's, oh and I know that purse Sally just pinned would look great with them too. Being a guy on Pinterest is like going to the department store with your girlfriend/wife every single time you log in. But there is hope. Pinterest has taken strides to be a player in the realm of video sharing. In fact they just added Vimeo to their pinning prowess. Pinterest has also added a hot link on their opening page to go directly to a page of recently pinned videos. With Pinterest becoming an on-line market place, is it gearing up for marketers to add more content? For now it is just a nice addition to an already addicting website. Take a look at a (very manly) video pinboard I created to get an idea: http://pinterest.com/nicholase/videos-to-show-you-are-cool/.

Chill.com
I was just introduced to this site. It has a very similar feel to Pinterest, but is strictly for videos. You are able to follow people (like Pinterest) whom you feel have similar tastes as you. Through creating “collections” of videos, users are able to group videos together. There is even a “chill” button you can add to your bookmark bar for easy sharing. Ok, no joke, this is Pinterest. It is exactly like Pinterest for video content. And really, that isn’t that bad of a thing. I could see falling into a time warp on this site. Nice big thumb nails on the home page, user comments are easy to access, and it seems to be quite a streamlined style even though there are a ton of little icons that I have no clue what they are for. I don’t know, I say give it a shot.

Reddit.com/r/videos
OH MAN! It’s the holy grail of time you will never get back! This is the Steven Hawking level of accelerated time. Honestly, if you haven’t heard of reddit, you might want to think twice about checking it out. The idea is that people post videos they like. The reddit community then up or down votes the content depending on if they like it or not. So all the best posts rise to the top while all the worst fall to the floor. Rebeca Black is hanging out in the basement of Reddit. This is a tried and true method of discovering really top notch content out there in the depths of the interwebs...and some cat videos.

With Youtube, Facebook, and Twitter being the crowned juggernauts of social media sharing, it is nice to step away and explore some alternatives. And when I say “step away” I mean sit in your chair and be as unproductive as possible! Enjoy your total waste of time!

Branded Entertainment Done Right With Denny's

by Mike Reiber

Branded entertainment -- particularly comedy -- can be a dart board experience. Sometimes it hits the bull's eye. Sometimes not.

One you should be sure to check out is Denny's "Always Open" webisode campaign produced by the digital content group owned by actors Will Arnett and Jason Bateman. The campaign is a series of provactive 3-4 minute interviews posted on Collegehumor.com. Saturday Night Live alumnus Dave Koecher interviews celebs while they share a booth at Denny's. Celebs included in the series include Jessica Biehl, Conan O'Brien's pal Andy Richter and others. Last year's interviews included Jason Bateman and Will Arnett and nabbed more than 6 million views. Links to the videos were tweeted by a variety of celebrities.

The interviews underscore the fact that Denny's is always open and represents a welcoming place. The webisodes remind me of a modern day Seinfeld for millenials.

Clearly, Denny's has hit the mark.

LinkedIn Targeted Updates

by Natalie Bell
@nebell90

LinkedIn has been available to professional individuals for nearly a decade.  Initially, the site began very small and grew slowly.  As other social media outlets gained popularity LinkedIn worked to improve.  The site opened up to students in addition to working professionals.  Companies are now able to have pages.  People and companies can post status updates.  One feature that Facebook and Google+ had over LinkedIn was the ability to  post updates to specific audiences.  Google+ has it's circles, Facebook has it's lists, and now LinkedIn has Targeted Updates.

So what are the benefits of Targeted Updates?  As a marketer overseeing our company page, I find this very exciting.  We are working to update our page and add new features -- perfect timing for a new feature to be introduced!  Targeted Updates allows you to send updates to specific subgroups of your followers.  The post will show on the news feeds of those you choose, but be visible to everyone who visits your page.  This means that the people who see the update are the ones most likely to be interested and engage with your company.

Targeted Updates gives you the availability to post to very specific groups based on their page information.  Followers can be broken down through five categories: industry, job function, company size, geography and including/excluding company employees.  Before posting you can sift through your followers to get a narrowed audience and create a higher chance of engagement.

The video below gives a quick explanation and tutorial for using LinkedIn Targeted Updates.

Facebook Buys Instagram: Smart Move

The Dish on Google Consumer Surveys

by Ashley Haugen
@AshleyKaia

As marketers we wouldn't be able to function without consumer research (and maybe a little caffeine). We rely on feedback from target markets to give energy and motion to our projects. Which logo is best? Which slogan do people remember? What changes should I make to my product for it to be a hit? We all rely on these types of questions to get the answers needed to steer us in a clear direction that can otherwise be murky.

So what happens when you need research that is fast and reliable-but won't blow the company budget?  Google has an answer for you. The company recently released Google Consumer Surveys, a low-cost way to perform market research in a "fast, accurate, and affordable" manner.

This is how it works:

1. Businesses create quick micro-surveys about their product, which is then embedded on publisher sites. Google pays publishers a percentage of what they charge businesses for the survey. The charge is $.10 per response for the general US population or $.50 per response for custom audiences. 
2. Readers are presented with the survey when trying to access certain content, such as articles, photos or video, serving as a "soft" paywall.  It looks something like this: 

Early adopters include Adweek, the Star Tribune and The Texas Tribune.

Google Consumer Surveys has filled a void for both publishers and marketers. Publishers get paid for hosting the survey, businesses get valuable market research, and Google gets a check from the business. The surveys are short enough and incentivized, so they won't be as much of a deterrent to access premium content like traditional paywalls or "register" requirements are. Google does it again, however I'm not yet sure about those glasses...

For more information, check out Google's video:

Spring Cleaning, Office Edition: What Will YOU Find?

by Dave Sniadak

@davesniadak

This post is a little off topic, but certainly worthy of discussion. While doing a little spring cleaning in our offices, we discovered a few unusual finds tucked away in our desk drawers. The items ranged from old business cards to condiments, hard hats to handcuffs. My favorite happened to be an old Axiom polo shirt, complete with what appears to be small blood or ketchup stains (let's go with ketchup). Strange, right?

Needless to say, it was time to purge some of these items from our desk.

So, the question remains, when you open your desk drawers, what unusual items will you uncover this spring? Share some of your favorites with us here, or post your pics at our Axiom Social Hour Facebook page. The best entry may just receive some of our junk.

Marketing to the Socially Conscious Consumer

by Ashley Haugen
@AshleyKaia

Research suggests that there is a segment of socially conscious consumers that marketers should pay attention to. A recent report by Nielsen aims to help cause-related marketers better define their strategy, and offers insight into the beliefs of these consumers.

Nielsen’s Global Corporate Citizenship Surveyed more than 28,000 Internet respondents in 56 countries. Results show that 46 percent of global consumers are willing to pay extra for products and services from companies that have implemented programs to give back to society. Nielsen defines these consumers as socially-conscious consumers.

Of these socially-conscious consumers, over half believe companies should support causes for environmental sustainability, education in science and technology, and the eradication of poverty. 

Of all 18 causes, companies going "green" was of the most importance. But why should this matter to marketers? “Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program. “The next step is to understand precisely what causes are important to a brand’s individual customers."

Another key finding: Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions (59% vs. 46% of all respondents). Companies that wish to appeal to this segment, must have a strong and clear social media presence. Highlighting their efforts in social good not only appeals to consumers, but effectually drives sales. (Doing the world some good along the way doesn't hurt either.)

Axiom Takes Home the Pillar

We’re so pleased to announce that we officially took home a MN PRSA Classics Award last night. Axiom was honored for our work with The Village Company on Mr. Bubble’s 50th Birthday Bubble.

And a big congrats to our fellow nominees and winners!

Tweeting CEO's Held in High Regard

by Ashley Haugen

@AshleyKaia

It may be time for community managers to give their duties to the boss for a day. Ok, so maybe not all of their duties, but at least show them this article from eMarketer. According to a study by social media branding firm BRANDfog (who's motto is, 'if you're not online you don't exist'), consumers and employees regard company leaders who engage on social media platforms positively.

A whopping 78% of survey respondents said that CEO participation in social media leads to better communication, 71% believes it leads to improved brand image and 64% said it provides more transparency. 

A company’s social media presence also trickles down and influences purchase decisions. The majority of BRANDfog survey respondents (77%) are more likely or much more likely to buy from a company whose CEO uses social media to clearly define company values and leadership principles. And 94% said C-suite social media participation enhances a brand image.

CEO activity on social networks doesn't just effect consumer perception, but it also makes an impact on employees. The study finds that 82% of employee respondents trust a company more when the CEO and leadership team communicate via social media.

Having CEO and CMO's actively engaging on social networks not only instills confidence in consumers, but also in employees. After all, it is the age of the social network and what better way to show that your company is heading in the right direction, than your boss showing everyone he/she is "in the know." 

Do you follow any company CEO's on Twitter? What do you expect from their social media presence?

Tech and Travel [Infographic]

Social media is shaking up the travel scene with everything from mobile apps to twitter deals. Check out this cool infographic which highlights some of the trends of today's techie traveler.

The Marketers Guide To Taking Down The Mobile Monster

by Ashley Haugen

@AshleyKaia

It's true, mobile marketing can be a monster. When done "right" it plays very nice; increasing brand loyalty, driving new sales and bolstering ROI. When handled poorly it is intimidating, all-consuming, unstable and elusive. Mobile marketing can be as much of an enigma as it is a necessity for today's marketers.

And believe me, it is a necessity in today's smartphone and tablet driven world. “Mobile is experiencing explosive growth and is a new and exciting way to reach consumers at the moment when their intent to purchase is strongest,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston. With smartphone adoption projected to grow to 68% by 2015 (Javelin), and with a projected 1/3 of US online consumers owning a tablet by 2015 (Forrester), we are well on our way to becoming a mobile-centric society.

Unfortunately, many campaigns may not get the expected click-throughs or opt-ins they initially anticipated. So how do you tame the beast? There is much you can do to revive a campaign after taking a critical eye to refresh and review an idea.

A lot of mobile marketing is testing to see what works and what does not. A simple re-wording of the Call-to-Action, or more obvious scroll bar can make a ton of difference for your mobile initiatives. “Just because one campaign is not getting the proper amount of lift does not mean that the mobile application itself is a failure," said Mr. Kerr. "It simply means a different approach should be taken."

It is also important to keep your feet comfortably in your consumer's shoes. How easy is it for them to complete the action you are proposing? What kind of smartphones are they using? What are the primary functions of your mobile site (information, deals/coupons, games, etc.)? What do they want from your site?

We live in an "instant" world, and mobile users expect only the fastest results. Instant gratification is key. Think about targeting mobile ads using geo-specific data, for example sending exclusive deals to users in close proximity of your business.

Relevancy and incentive are crucial to a successful mobile campaign. Evaluate your strategy for every customer touch point: pre-shop, in-store and post-shop (especially comments on consumer-review sites and apps). Immediacy can coax a mobile monster into a mobile mascot.

Bottom line: Do your research, have a healthy test period, and don't be afraid to play around to find out what works.

Blogger Nation: It's Their (Online) World

by Ashley Haugen

@AshleyKaia

A report published by NM Incite in early March shows us the blogosphere is heating up. Mommy- and Daddy-bloggers, DIY'ers, publications and corporations are hopping on sites like Wordpress, Blogger and Tumblr with unprecedented verve. Of particular focus are consumer-generated blogs, which have had a strong upward trend since 2006, according to the U.S. Digital Consumer Report of The Media; Q3-Q4 2011. 

The sheer growth in the volume of blogs is impressive. By the end of 2011, NM Incite (a Nielsen/McKinsey company) had tracked over 181 million blogs around the world, up from 36 million in 2006. 

Combined, the three major blogging platforms -- Blogger, Wordpress and Tumblr, in that order -- account for 80.5 million unique views in October 2011. (You can compare this with Facebook for some insight, which had 139.1 million unique views that month.) 

So why are blogs so popular? Are bloggers becoming an accepted and credible part of online media? Even if individual blogs don't have a big audience, combined they add reach to marketing campaigns. Especially women bloggers, who represent a desirable audience for advertisers. Approximately one in three bloggers are mothers, with a select few even having hundreds of thousands of dedicated followers. Blogs are increasingly becoming a great resource for those seeking advice, inspiration, news and content.

Whether it's writing for a large company or blogging away the sweet details of baby's first steps, blogging is a great way to set up a strong online presence. Here at Axiom we work closely with bloggers to make sure our messages are reaching the right audience. After all, blog readers in the U.S. represent 53.6 percent of internet users, according to eMarketer. Both blog readers and writers are an influential lot, and their success is only poised for growth as more marketers tap into their power.

Protect Your E-Image, Your Career Could Depend On It

by @davesniadak

If you posted incriminating photos from your weekend in Vegas and you think those photos are going to stay in Vegas, think again. In fact, before you push the "share/tweet/post/shout/send" button, think about the implications it might have on your career. A survey released last week by Eurocom Worldwide stated that one in five tech candidates are rejected from prospective positions based on a social media post. And that's just in the technology field!

According to Worldcom's findings, nearly 40% of companies responding to the survey said they vet a potential prospect's social media channels. "The 21st century human is learning that every action leaves an indelible digital train," said Mads Christensen, Network Director for Eurocom Worldwide. "Applicants disqualify themselves from an interview because of content from the social media sphere."

We've preached this all along - think before you share. Just because you have a "smart phone" doesn't mean it's a smart idea to share everything. So much for 'references available upon request', right?

Want to Break the Ice? Use These Apps...

by Mike Reiber

App developers swarmed Austin in an effort to catch the eyes and ears of technology lovers and VC's attending SXSW, the Austin Texas-based technology, music and film conference. For these developers, SXSW is THE PLACE to get feedback from a highly concentrated crowd of early adopters.

The most intriguing apps are those that enable users to find friends and friends of friends when they are nearby. Better yet, the apps are merging two features into a single service that helps users meet someone they should know. In effect, smart phones have become the new icebreaker/introduction tool for users. Below are some interesting apps that merit a look see.

Kismet helps users meet friends through friends by creating spontaneous pop-up events. The app also enables them options of passive sharing and check-ins.

Glomper is a new app that allows users to get pertinent details about an event with photos, conversations, and interactions. The interface feels like Pinterest (a personal favorite of mine) with streaming photos from events aligning down the center of the page.  Users click on an event to see full details -- pictures, attendees and comments.  Users can "heart" something by clicking the outline of a heart.

Glancee looks for people nearby who have friends in common with you and who share the same interests. The app features a new diary feature which enables users to record past connections and log them in diaries for future reference.

Banjo has developed one of the most robust location technologies that integrates with key social networks to provide an on the ground view of what's happening anyplace, anytime.

Highlight allows users to bookmark people they met and automatically reminds them of the interaction the next time they meet.

Ask.com the search engine, launched a new mobile polling app for iOS called Poll Roll. The app allows users to create polls and ask people nearby for their opinions. Poll Roll also lets users create visual polls in which they can attach their own pictures to their questions. It provides the ability to filter responses and leave comments about a poll.

So how do you harness these apps for your business challenges? Privacy issues aside, these apps offer intriguing possibilities. For example, customized messaging in retail environments targeted at the users who've signed up for the app and other persons who share common interests and friends.

Who Said TV News is Dead? Latest Stats Show Impressive Online Viewership Totals

by Dave Sniadak

 @davesniadak

Being a former newsie myself, I make a point to watch my local news as much as possible. However, due to budget cuts and slashed staffs, local broadcast outlets are leaning heavily on national news feeds and viral videos to fill their time slots. My feeling is much like that of the viewing audience: If I wanted to watch a story about kittens "finding their meow," I'll just watch it online. News producers, are you listening?

comScore recently released their February 2012 online video stats, which reinforces my own attitude towards news content. Online news videos garnered almost 815 million views in February, from just 38 million videos posted on the websites of various news outlets. comScore also revealed that all those views came from more than 72 million unique viewers (more than 179 million viewers watching all sorts of online video during the month). A partnership between Yahoo! and ABC News - the two media powers joined forces in October, 2011 - can take credit for half of those views, snagging 43 million uniques and 411 million video views.

Source: Beet.tv

Unique views and content consumption are great indicators that viewers still want relevant news coverage. However, the fact that so many viewers are getting their news after the fact means local broadcasters need to work even harder - with less resources - to find content that's going keep their lights on. It's an endless struggle, but I'm confident that as technology evolves, so will our friends in the media. At least, that's what the kittens have taught me: anything is possible if you put a little meow into it.

Marketing at the Twin Cities Auto Show: There Is A Time and A Place

By Natalie Bell

@nebell90

Last night after work I went to the 39th Annual Twin Cities Auto Show -- by choice.  I love going to the auto show and looking at all the cars.  My love for cars comes to a surprise to most people that know me, except for those who experienced my Hot Wheels years.  When I was younger my father and I would play a game where we had to name each car that went by and boy, did that make road trips to Ohio seem a lot faster.  To car lovers like me the car show is a candy store (only much more expensive)!

Being surrounded by $15,000,000 worth of vehicles was so fun.  Every car was new, shining, clean, and had that wonderful new car scent.  Spokespeople for each dealership were dressed to the nines; women in dresses and heals and men in business attire.  All-in-all it was a classy event.  

With good comes bad, however, and one dealership's marketing was not fitting for the auto show.  Kia Motors had "Kia Karaoke" going on the entire time I was at the show.  In Kia's section there was a stage set up in which visitors were called onto stage, dressed in obnoxious outfits, and singing loudly.  It came to the point where I and others had to walk to the other side of the convention in order to escape the off-key voices.  

I am not saying karaoke can't be good marketing, but there is a time and a place.  This year's auto show was neither of these.  At a high-energy event this would have fit in perfectly.  However, the auto show draws families and couples seriously shopping, car junkies drooling over the engines displayed, and others just there to look and dream.  No one is there to be loud and party.  The key to a good campaign is to think of your audience.  A great idea can go to the pits if not presented at the right time or place.  Similar to what my fellow employee, Shelly, explained in yesterday's blog, lots of thought needs to go into a campaign as to who your target audience is, what their preferences are, and the way you want them to respond.  

Of course the misfit karaoke didn't ruin people's nights.  With so many cars to explore that would be extremely difficult.  My personal highlights from the night are:

• Seeing the Fisker Karma, which was admired by all at the event
• Sitting in a Range Rover
• Seeing old classic cars
• Sitting in my dream Audi convertible (shown below).

Marketing to Daddy Bloggers

by Shelly Gustafson

While Mommy bloggers continue to be a marketing trend, many fathers are now jumping on the blogging bandwagon with Daddy blogs. Coming in after Mommy bloggers in many ways presents a creative advantage – no one wants to be a one-trick pony in the marketing game and Daddy bloggers have the unique opportunity to learn from the mistakes of Mommy bloggers before them.

This past weekend this new group showed up in full-force for the first ever national Daddy blogger conference - Dad 2.0 Summit in Austin, TX.

Notably, however, the power of Daddy bloggers was heard even before the conference kicked-off in the form of an attack campaign in response to Huggie's “The Dad Test” Campaign (view one of the ads here).

“The Dad Test” came with this tag line: “To prove that Huggies diapers and wipes can handle anything, we put them to the toughest test imaginable: Dads, alone with their babies, in one house, for five days.” 

The comical concept stuck just the wrong cord with this newly influential group that is fighting to have their voice heard and recognized.

Chris Routly from www.daddydoctrines.com, went as far as launching a Change.org petition called “We’re Dads, Huggies. Not Dummies.” It drew over a thousand signatures. And other dads sent emails, tweets and letters to Huggies expressing their disappointment with the stereotyping.

Reacting quickly to the complaints, Huggies has responded by not only revamping their entire campaign (see their facebook for the new “Dad Friendly” version) but also scored brownie points with the dad’s at the summit by attending the conference and addressing the complaints in-person.

Stereotyping in advertising is nothing new but it’s important to look at a campaign from all angles before sending it out in the world. In this case, both Huggies and dads seem to have come out ahead in the end.

Online Reviews Grow In Popularity and Purchasing Power

by Ashley Haugen

Follow @AshleyKaia

I am a huge fan of online reviews. In fact, I am among the 72% of consumers that trust online reviews as much as personal recommendations. For example, when charged with the responsibility of figuring out a restaurant for dinner, I head to a review site. When buying a new appliance I turn to consumer reviews to figure out the "best purchase." The list goes on and on, and with the wealth and popularity of online reviews, I'm not the only one.

This year's Local Consumer Review Survey (2012) shows us a positive shift in consumer trust and appreciation of online reviews. The statistics are telling and reinforce the fact that consumers now hold more power than ever for influencing purchases. In fact, 52% of consumers surveyed said that positive online reviews make them more likely to use a local business.

More consumers are reading online reviews now than 15 months ago, with 27% regularly reading online reviews when looking for a local business to use. Only 15% of consumers said that they had NOT used the Internet to find a local business (vs. 21% in 2010).

Here are a few other interesting stats:

• 65% of consumers read between 2-10 reviews (vs. 58% in 2010) before trusting a business. 
• Having a high number of reviews is also important as the more reviews, the higher consumer confidence soars. 
• 58% of consumers trust a business which has positive online reviews (vs. 55% in 2010). 
• Just 28% of consumers cite location &/or price as main decision making factor (vs. 28% in 2010). 

More than anything, these results tell us that business owners need to make sure they know their brand's social buzz. What are customers saying about the service they received? How do they feel about your product? Once you understand the general sentiment and theme of your business reviews, it's easier to set up a strategy to either encourage the chatter, or to address the most common complaints.

The other important takeaway is to make sure your business has a healthy online presence to begin with. The higher number of reviews (especially positive), the higher consumer confidence soars.

Chevy Amps up its SXSW Sponsorship

by Mike Reiber

Chevrolet is using the popular Austin-based music, film and interactive event, SXSW, which runs from March 9-18 to showcase its new models.

Chevy's 4G LTE concept car features a touch screen monitor in the dashboard and tablets mounted on the backs of the front seats. The in-dash system powered by GM's OnStar allows the driver to Skype with another Chevy model located several blocks away. The driver can stream videos and different programming quickly and efficiently using the 4G network. The brand is also showcasing its Sonic Boom concept car which features a custom audio showcase via a concept Kicker audio system.

In addition to its concept cars, Chevrolet offers a variety of services to SXSW attendees. A free shuttle service called "Catch a Chevy" provides free transportation to and from SXSW events using a fleet of 46 Cruze sedans and Chevrolet Equinox crossover vehicles. Attendees can also test drive them at the convention center. Chevy's Volt Recharge Lounge allows attendees to rest their feet and recharge their mobile devices.

So, what's the ROI, you're asking? Sounds like a huge investment to reach a mere 16,000 SXSW attendees. Chevy has correctly identified the uniqueness of SXSW, the match with its brand attributes, and the link with its target consumer segments. The event allows it to showcase GM innovation to innovators from high tech, music, film and interactive industries. You can bet your boots that Chevy's SXSW partnership will make brand consideration and preference scores leap among attendees and their respective spheres of influence.

The real ROI, however, will come during the next few years as attendees and those people they impact begin to replace their existing vehicles. 

Here's a look at Chevrolet at SXSW:

Facebook Introduces New "List" Feature

by Ashley Haugen
@AshleyKaia

Facebook announced today a new feature that allows users to create "interest" lists for brands, groups and public figures. It's a nice feature, and offers a convenient space to view content tailored to your liking. Similar to Social Reader, Facebook Lists gives you third-party content, except it is all housed within Facebook.

With Facebook Lists, users can subscribe to lists from other users, or create their own. The process is incredibly simple. I had a list titled "social media news" up and running in under 5 minutes. Within this list are updates from sources like Mashable, TechCrunch and Adage.

Lists can either be made private or public, the latter showing up in the News Feed. There are additional controls for users to select what type of stories to include or exclude in the feed. For example, you can select to see only photos from a page or only music and videos from a public figure.

I find it another nice tool for content curation, albeit thinly veiled behind Facebook's true goal of keeping you on the site for as long as possible. Of course the longer you're on the site, the more appealing Facebook advertising becomes. However, the feature is so nice I can almost ignore the sound of ad dollars cashing in.

I am always grateful to find new, efficient ways of curating information that is tailored to my needs. As any social media manager will tell you, finding quality content is half the battle. This feature provides an individualized tool to help connect with the information you want.

Have you checked out Facebook Lists? What do you think? Would you use it?

The Time Has Come: Transitioning Facebook Brand Pages to Timeline

by Shelly Gustafson

22 days and counting. Time is quickly running out for brands to make a seamless transition from traditional brand Facebook pages to the new Timeline Facebook Brand Pages. The drop date when Facebook will automatically switch all pages is Friday, March 30th. Brands better plan and adapt now, because there is no way around it.

Top three changes with Timeline:

Photos Front and Center
Graphic-friendly brands rejoice. Timeline allows for additional graphics and large beauty shots to take over your main-page and attract new and old fans alike (Top display photo is a maximum 851x315 pixels or a minimum of 399 pixels wide).

Highlighting Content
Not all content is created equal. A huge benefit on the Timeline design is that admins can now highlight content they want to showcase (larger photo, top billing etc.). Page admins can use this feature strategically to get the most out of fan comments and great posts.

Admin Panel
It’s never been easier to administer over a Facebook Brand page. Rather than taking you to a separate page, the admin panel simply drops down for easy access when needed. Among the panel is a listing of new likes, snapshot of reach, and post volume.

While timeframe may be daunting there is still time to create a beautiful page. Here are a few tips to get you started: 

1. Check out what other brands have done already. Several brands have jumped the gate and gotten their designs out early. Check out their pages for ideas before you commit to anything yourself (a few examples are: Coca Cola, Ben & Jerry’s and Starbucks). 

2. Don’t wait for March 30. You can choose to update to timeline anytime between now and then if you are ready. Additionally, you can utilize the preview button to create your page and tweak it before the deadline hits. This great feature allows you (and your admins) to test out ideas and designs before your page goes live (just make sure to not hit the “publish now” button until you are ready).

3. Plan out your main photo. What are you hoping to display to visitors with one glance – usefulness, lightheartedness, playfulness or seriousness? Whatever you wish to convey create an image that imparts that and test it out for feedback prior to launch. 

4. Tabs are gone but apps are here to stay. Everything will be cleanly housed on the main page and apps will be housed on the bottom right side of the cover photo (only four will be automatically viewable at a given time though more can be accessed when clicked). In other words, pick the four that are the most important to you and grow from there. 

5. Create an editorial calendar for the next month. While all social media should be in part determined by what is happening in the moment, it is always a good idea to have at least a minimal plan. This will keep the updates going when you hit your busy season and can no longer dedicate hours to content creation.

At Axiom we strive to not only be on the cutting edge with our own in-house social media but to guide our clients through this often daunting and ever changing landscape. If the process is too daunting for you at the moment we encourage you to reach out to a designer, social media expert or marketing team you know and trust rather then pulling the plug on your existing page.

And check out Techcruch’s article for more great ideas on managing the transition.

Facebook Introduces "Premium" Ads: What You Should Know

by Ashley Haugen
@AshleyKaia

Facebook users could soon be faced with a lot more advertising, although they won't be your typical ads. At its Marketing Conference on February 29th, Facebook unveiled "Premium ads," a new plan to increase ad revenue and hopefully appease those questioning how Facebook was going to monetize it's 425 million mobile users.

"Premium ads" will appear in four locations: In the timeline of a company or brand's Facebook page; on the right-hand column of the user's homepage; in the user's News Feed; and on the Facebook log-out page. Most of this is already familiar to us, with the exception of the new "log-out" ad and the updated algorithm Facebook will use to create a larger social graph.

In order for a Facebook advertisement to show up on your News Feed or elsewhere, either a friend has to interact with a brand's Facebook page (by Liking that page or posting something on that brand's page), or you yourself must be a fan of a brand's Facebook page. If you are a fan of a brand on Facebook, that brand will now be able to post sponsored content (or, an advertisement) next to your News Feed. The reason behind this? Research shows that ads have a much higher success rate if they show social engagement. 

According to Facebook, over 37 million people log out every day. This new ad space will utilize the log out page real estate, very much like the highly prized back page of magazines. And instead of CPC or CPM, Premium ads are based on impressions and reach, similar to TV ads.

In addition to the new places you'll find ads, Facebook is encouraging marketers to make the ads appear less like explicit advertisements and more like regular updates or Facebook posts. This way, of course, the advertisement can slip seamlessly between the updates and posts of your friends. Advertisements will increasingly strive to become more and more like regular Facebook updates or posts.

Lights, Camera, Inaction: Dealing With Unexpected Delays On Location

by @davesniadak

Here at Axiom, we get to tell a lot of really cool stories. From a kitchen remodel project that brings a family together, to a neighborhood baseball league that convenes in a delicately detailed backyard diamond, our video team has captured some great moments.

However, despite our best efforts, the best laid plans don’t always stick to script. During a recent commercial shoot for a client in California, we had to deal with several variables that made our Hollywood moments more challenging than we had hoped for.

Nearly Gone With the Wind

Spring in Orange County, California, is notoriously windy, thanks in part to the infamous Santa Ana Winds. Wouldn’t you know it, while we were shooting customer testimonial interviews, the winds picked up and made it hard to capture clean audio. Our solution? Change locations across the street and use the neighborhood infrastructure to cancel out some of the wind. Sure, we had some noise from the rustling trees swaying in the wind, but the use of a lavalier microphone tucked under the shirt and thick wind screen on our boom ensured two clean voice tracks.

Beauty and the Bricks
Because we were shooting this spot out of season, we needed to take a few liberties in staging some pretty product shots. Seeing that our ‘bread and butter’ come from the gardening and outdoor industries, we made a dull sidewalk rock-scape look like a beautifully maintained garden with splashes of color and stone. Our agency president, Mike Reiber, really rocked this display - literally. Four rolls of sod, a handful of annuals, and one flat river stone gave us the ‘money shot’ we had all been waiting for. 

The Landscape Before Time (Ran Out)
In order to capture the most beautiful images of our client’s new product, our crew went to painstaking detail to bounce light and enhance the quality of the video. Take after take, we made tiny tweaks to get the shot right. And while things looked great, the swiftly setting sun made additional takes tough to tackle. So, in order to preserve the continuity of the natural light, we had crew members crawling on the turf, brushing back the grass after each pass of the lawn mower.

When the sun set on this shoot, we had exactly what we needed. We’re excited to say we’re in post-production on this project and hope consumers embrace this product as much as we have. If it was up to us, the Oscar/Emmy/Grammy/Tony/Telly would go to everyone who helped make this project possible.

Newspapers Are Happily "App-ing"

by Mike Reiber

The newspaper business has been bleeding red ink for many years. Is it on it last breath? I think not. Adversity has unleashed long-needed innovations in the newspaper business. Innovations which can be harnessed to create consideration, preference and purchase in addition to basic awareness.

Consider this. According to the Newspaper Association of America, newspaper websites averaged more than 111 million unique visitors in Q4 2011. This represents an increase of 6 million compared to the same period in 2010. The association reports that 63% of adult internet users visit newspaper websites. Reach among the key 18-34 demographic remained at or above 60 percent. Lastly, seventy percent of households with income above $60,000 are reached by websites. This number climbs to 75 percent for households with incomes above $100,000.

These are just a few reasons why newspapers underpin many of our successful marketing and sales campaigns. The real question is how to harness the new innovations which are predominately app-focused. Whether it's fashion, gaming, ticket sales or even cause-related, these days it's the Wild West for apps.

Below are a few questions to ask yourself, your team and your agency partners:

1.) What apps are under development by your local daily newspaper?
2.) How can you creatively partner with the newspaper team while the apps are in beta test mode?
3.) What non-traditional resources can you bring to the partnership that will bring a unique twist to the app launch?
4.) What's happening in other countries where newspapers are under siege?

Pinterest is Proof that Visuals Work for Social Media Success

By Natalie Bell
@nebell90

Pinterest was introduced within the last year, but it has already beat out other social media outlets for average time spent on the site per month. The online bulletin board's member count has exploded in the past few months even though potential members still have to wait to be invited. Below is a visual of Pinterest's significance online; time spent on Pinterest is over four times the amount spent on Twitter alone. So why has it beat other social media sites? Visuals, my friend. Facebook, Pinterest and Tumblr are focused on being aesthetically pleasing. As we were revamping Axiom's Facebook page this summer, our big focus was how to make it eye-catching. The biggest thing was adding visuals to pages; in fact some pages are entirely visuals.

Pinterest has made their site a candy store for curious eyes. Not only do visuals attract attention, but they maintain a user's attention. This aspect of Pinterest has made it extremely popular despite it being the baby of the social media world.

Not only are photos a great ways to catch attention, but they can quickly communicate with viewers. A one-line tag can give the user all the information they need to understand what it going on. Precise and concise are keys to social media. Combine visuals with these factors and you have the perfect trifecta for a great social media site!

(Almost) Wordless Wednesday: Viral For Change

by Ashley Haugen

Social media has changed the name of the game. It used to be that unsatisfied customers would complain to their mother or best friend, write a carefully worded letter or email and perhaps stop buying from the company. Today it's different. Their voice is magnified time and time again by the powerful network of social media. One angry customer can quickly become a whole lot of angry customers joining together on the biggest soap box imaginable. Check out today's infographic by Frugal Dad of real-world examples of big businesses brought to their knees by viral vengeance.