Lessons of a $618,616 Death - BusinessWeek
New post up on RaceTalk, based on my chat with Newsy.com president and founder Jim Spencer last week.
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Why Mtn Dew Let Skater Dudes Take Control of Its Marketing
Soda Took Its 'Dewmocracy' Campaign One Step Further to Find New Agency, Flavors
NEW YORK (AdAge.com) -- Mtn Dew put crowdsourcing into practice by allowing its most rabid fans to create a new version of a soda, even turning over the selection of a creative agency to the fans. FULL ARTICLE-->
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The new approach, referred to as the metered model, will offer users free access to a set number of articles per month and then charge users once they exceed that number. This will enable NYTimes.com to create a second revenue stream and preserve its robust advertising business. It will also provide the necessary flexibility to keep an appropriate ratio between free and paid content and stay connected to a search-driven Web.
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Stage 1: Observe and Report
This is the entry point for businesses to better understand the behavior of an interactive marketplace.
Listening: Employ listening devices such as Google Alerts, Twitter Search, Radian6, and PR Newswire’s Social Media Metrics to track conversations and instances associated with key words.
Reporting: Distill existing social media conversations into an executive report. This early form of reporting is merely designed to provide decision makers with the information they’ll need for continued exploration of social media and its potential impact on business.
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