McDonald’s Twitter Campaign Takes a Turn for the Worst

Within 2 hours of McDonald’s launching the promoted hashtag “mcdstories” this morning,  Social Media Director Rick Wion realized that putting advertising in the hands of consumers doesn’t always work to your benefit. Users tweeted their negative experiences with the fast food chain.

A few examples from the day:

– “One time I walked into McDonald’s and I could smell Type 2 diabetes floating in the air and I threw up. #McDStories

–  “Used to like McDonald’s for the occasional burger until I watched a Big Mac take over 5 weeks to mold. #McDStories

– “#McDStories Do you want to cholesterol, diabetes, cancer, heart attacks, obesity, or with that happy meal? Disgusting. Stay away.”

It’s important to take a look at the sentiment of your brand to get an idea of where consumers could take the conversation. However, I commence McDonald’s for taking a risk and dealing with the downfall so quickly.

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Jason Wu for Target

Jason Wu for Target is in stores soon! On February 5th the Limited Edition Collection will be available at Target stores around the US. Our team had a fun time preparing the online campaigns and falling in love with the retro-inspired look that includes adorable dresses, chic separates and accessories.

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9/11 The Making of a Memorial

Ten years after it became known as Ground Zero, the 16-acre World Trade Center site has been reshaped into a commemoration site for the victims of 9/11. Occupying eight of the 16 acres at the World Trade Center, the 9/11 memorial will be a tribute to the past and a place of hope for the future.

Michael Arad was behind the vision of the memorial, as he beat out 5,2000 others vying to design the memorial to victims of the Sept. 11, 2001 attacks on the site of Ground Zero.

The  memorial will open on the 10th anniversary of the attacks, while the main skyscraper — One World Trade Center — nears completion. The One World Trade Center is expected to be completed in 2013.

A Memorial Museum, located at the World Trade Center site, was also built in honor of the lives that were lost in the 2011 and 1993 attacks.  The museum features a collection of artifacts, stories, photos and videos. The museum will also explore the very real impact of terrorism in the lives of everyday people.

Memorial Architect Michael Arad yesterday snapped this photo of the north pool.

Nearly 3,000 names of the men, women and children killed in the attacks of September 11, 2001 and February 26th, 1993 are inscribed in bronze on parapets surrounding the twin memorial pools.

Mobile/Tablet applications and sites have been built to provide a guide and tribute to the memorial:

The 9/11 Memorial iPad application: “The 9/11 Memorial: Past, Present and Future” is an absorbing look at the Trade Center site – including the original development of the Twin Towers, the attacks that brought them down, and the elaborate process behind the construction of the memorial and the accompanying museum.

The application contains 400 photographs and hours of video clips of the process. The application is free to download from September 1st to September 12th, and can be purchased for $9.95 thereafter.

9/11 Memorial, Yahoo! Commemorative Microsite: Yahoo! News and the National September 11 Memorial & Museum have partnered to provide a unique opportunity for people across the globe to commemorate the 10  year anniversary of the Sept. 11 attack.

The site allows online audiences to share their 9/11 stories as well as support the Memorial.  The microsite features links to the Memorial’s website, a collection of photos and a series of videos.

Memorial Guide iPhone Application: The new application from the Apple app store provides a guide to the memorial on your iPhone.

5 Ways to Measure Social Media

Ron Jones from ClickZ recently introduced  5 ways to measure the success of a Social Media marketing campaign.  His insight and tools are a great place to start for marketers who aren’t certain of  what their MOS should be.

1. Awareness & Exposure: Brand awareness should be one of your main goals in your social media marketing campaign.  While there is no direct way to measure progress in brand awareness, you can get an idea by looking at the amount of site traffic / page views /  followers and subscribers.

2. Share of Voice & Sentiment: The number of conversations about your brand vs competitors. Positive, neutral and negative sentiment are all crucial to track.

3. Influence: Influence is the likelihood that you are inspiring action from your followers. When a person is exposed to your brand through an influencer, they are more likely to engage.  Influence includes re-tweets, Facebook posts, and content that is shared/liked around the web that exposes your brand to an additional audience other than your follower.

4. Engagement:  Engagement is the extent to which your followers engage with your content. This metric measures how much interest your audience has in your content and has a close connection with audience action.

5.  Popularity: Popularity is the number of people you have following, subscribed, or are members of your brand. Having a mass audience tracking your content around the social media web provides your brand with free and easy advertising opportunities to reach your target audience.

Check out http://www.clickz.com/clickz/column/2102934/measure-social-media to read the full article by Ron Jones.

The Undetermined Value of Rich Media

Rich Media was brought into the ad industry over 1o years ago by EyeBlaster and Unicast. While the flashy, tech-savvy ads seem to be a  no brainer for advertisers to implement in their marketing campaigns, the effectiveness of the ads is still unclear due to a lack of industry standards. The numbers of those who do expand or actually click-through have not been  increasing.  Expansion rates have gone down in 2010, with a 4.08% expansion rate in January 2009, to 1.32% in October 2010.

Companies are investing significant portions of their budgets in an industry with uncertain and often indefinable ROI. Unlike impressions and clicks, there are no standard IAB definitions for rich-media metrics.  The interactivity rate for a PointRoll creative can be different from the same rate on a DoubleClick creative, even if all variables are the same.   

Little research has been done to prove that these expensive, highly customized ads are actually more effective than flash creatives. Advertisers seem to be glamoured by the sexiness of rich media without understanding how the standard measure of success is determined.