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Date: Wednesday, 30 May 2012 15:51

Email continues to grow as an efficient and effective tool to engage with customers and as an essential part of the conversation ecosystem. My team and I see impressive and measurable results in the campaigns we create and manage for our clients when these conversations are relevant, mobile enabled and intuitive in design.

Email success is dependent upon having a sizable targeted audience receiving relevant messages tailored to their likes and interests. Frequently we consult with brands that are struggling with collecting enough names to see the desired response and ROI in their email programs. We address the issue of anemic email registration results by evaluating the Placement, Proof and Process involved in the collecting of names.

1. Placement: THINK: “Hi, I am here whenever you are ready”

By placement I am referring to the location(s) within an online property where we display email registration units or callouts. Nearly every major brand we have consulted with in the past two years has acquisition teams that do not understand this concept. From usability studies to behavioral analytics the conclusion is clear; people register at places where value has been proven.

These value “zones” include content pages, product detail pages, download/video pages, and Facebook plug-ins. At these locations one must employ proximity design principles to ensure that value association is intuitive and encourages registration. One of the most common oversights we encounter and one of the major flaws responsible for yielding weak results is concealing registration units in the page footers or headers in an attempt to keep the page design clean and simple.

2. Proof/Incentive: THINK: “Let’s talk, I’ve got some great stuff to share, just ask your friends”

What are you going provide in exchange for a prospective customer’s email address? Special offers, exclusive content, coupons, first-to-know news, are key incentives with measurable proof of value that encourage registration. It needs to be good and it needs to be stated simply in strategic proximity to the registration unit. In addition, the value of social proof displayed within the same proximity can’t be over emphasized. This must be viewed from the customer’s perspective: “why should I surrender my personal information?  Will this be a nuisance or will it provide value?”

3. Process: THINK: “A simple handshake will do!”

To ensure acquisition request the customer’s email address only. Trying to collect too much information initially via multiple fields is perceived as “work” by the customer, and behavioral data concludes that this approach will result in high abandonment rates. Once the customer submits their address they should immediately receive a confirmation notice, followed by a welcome email. At this point we can begin our conversation and eventually persuade customers to engage with a preference center where gathering additional info can be facilitated.
For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on FacebookLinkedIn or Twitter


Author: "Roy DeYoung" Tags: "Email Marketing, Online Marketing, Uncat..."
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Date: Wednesday, 16 May 2012 17:08

An internet evolution started on March 30, 2012, as the Timeline swept across the social media platform it infected all in its path. Users negatively responded, but as always, within a few days the hype against the Timeline settled. Change is inevitable and not always a bad thing, especially in this case, so it’s time to acknowledge it, understand it, and embrace its full potential.

Facebook has transformed itself from a social media platform to a social media playground where visual stimulation, interaction building, and creative elements display more than just an appealing social media campaign, they bring it to life. A giant leap in the right direction for users to successfully build on engagement and improve customer service strategies.

Beginning when a brand is ‘born’ and taking you though its lifecycle, the Timeline shows a digital persona that is evolutionary over time. The first addition is the cover photo, inviting visitors to a page, the cover photo adds a friendly little ‘hello’ to a users profile. To gain the most response from your cover photo try linking it with your profile photo to add a spicy creative element that is impossible for visitors to ignore.

The attention you gain from a visitors initial glace is crucial, but keep in mind the restrictions Facebook has for cover photos. Please refrain from the following:
• Price or purchase information, such as “40% off” or “Download it at our website”.
• Contact information, such as web address, email, mailing address or other information intended for your ‘About’ section.
• References to user interface elements, such as ‘Like’ or ‘Share’, or calls to action, such as “Get it now” or “Tell your friends”.

Although these restrictions sound off-putting, prohibiting certain content creates a friendlier, less ad-polluted environment. These restrictions could also be due to the fact that Facebook is trying to steer more companies towards ad buying rather than giving away their social media platform as a free service.

Note: The Facebook IPO release will create more changes in the layout, most of which will include more opportunity for marketers, so stay tuned.

By now, I’m sure all of you have noticed the sidebar tabs have been moved, this is to put more emphasize on the live content feed on your profile page. To compensate for this, Facebook added a few features including direct messaging to the fan page to redirect the importance of relationships on Facebook. An ‘about’ section, visible from the homepage where the allotted 165 characters can help inform visitors about your brand or even help increase click rates to your website.

Update: As of May 22, Facebook has already proposed a new (minor) change to the Timeline format. The new version will have your name and ‘about’ section overlay your cover photo, which in actuality seems as if content would be in competition – your cover photo image with your name and ‘about’ section creates a cluttered appearance to the eye where information could get lost. Be prepared for more changes in the near future, Facebook is not close to being done.

Other important features include the highlight tab; repost button, and ‘suggestions’ option. The highlight feature allows important content to be showcased on a profile – clicking the star icon at the top right of a post will display it vertically, emphasizing that content. Similarly to Twitters ‘retweet’ button, Facebook built a ‘repost’ button to allow users to repost content from their own wall, again and again. The old social media rule: ‘never repeat information’ can be disregarded, because repeating content is actually proven to bring a form of consistency while reaching a wider audience so…repost away! Suggesting people to ‘Like’ your page can also be beneficial in increasing ‘likes’ and engagement, and as if this wasn’t exciting enough for a brand, Facebook has updated the Admin Panel with detailed graphs of new people to ‘like’ your page, message your page, and write on your wall. Now this marketing tool is one with extreme value that should be taken advantage of to track interaction and targeting specific audiences.

Understanding the new Timeline design is crucial for any company to increase their social media presence. Now, directing more traffic to your website and integrating other marketing opportunities to leverage your online niche can only help to continue to revolutionize your brand for its future.


Author: "Stephanie Behie" Tags: "Online Marketing, Social Media, Uncatego..."
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Date: Monday, 23 Apr 2012 18:46

There are an infinite amount of strategies to gain Twitter followers. I’m focusing on one surefire way to gain followers that will respect you as a thought leader. I can guarantee you that the 5 followers per week you get using this method are worth infinitely more than the 24,500 followers you got on Fiverr after spending $15 on 3 gigs. It all starts with helping others out with things that you’re experienced in. Whether it’s SEO, PPC, WordPress or PHP, there are always people looking for some guidance on Twitter. Follow these steps and you’ll be on your way to adding valuable followers to your Twitter account. We’ll be using a Twitter app and Google Chrome extension called InboxQ.

Step 1: Sign up for an InboxQ account.

InboxQ Campaign Creation

Step 2: Create your first campaign. As seen in the InboxQ screenshot, I have entered my areas of expertise. Enter terms and topics that you can accurately answer questions about.

Step 3: Preview sample questions that have been asked on Twitter. Make sure you can answer these types of questions. Some example questions I have received in my preview:

  • Best website analytics tool?
  • How do I add Google analytics to my wordpress blog?
  • What are the best e-commerce solutions available apart from #magento? What is your favourite?
  • Disappointed to find that my responsive Wordpress theme has been fudged by the social plugin I used. Need to find an alternative. Ideas?

These are all people I can help by spending about 30 seconds writing an informative tweet. Do you see where this is going?

My InboxQ

Step 4: Save your campaign once you’re happy with it. Don’t worry, you can always edit it or create new campaigns later.

Step 5: Install the InboxQ Chrome extension.

Step 6: Answer everything! This is where the work and fun comes in. Monitor your InboxQ throughout the day. Create thoughtful and concise responses to the questions you can easily answer.

This method of gaining followers is all about displaying your value to potential followers. Once a particular user followers you, they’re more likely to mention you, retweet you, or recommend you to others. If you use this method on a daily basis, in no time you’ll be recognized as a thought leader by many of your valuable followers.

Do you have other great methods for gaining real Twitter followers? Please tweet them to me, Zeta Interactive or leave a comment below.


Author: "Matt Ramos" Tags: "Online Marketing, Social Media"
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Date: Wednesday, 11 Apr 2012 16:12

As most of us that work in the Interactive Marketing Industry know, Quality Score is a gauge of relevancy; the higher your Quality Score, the lower you will pay for clicks and the higher your overall Share of Voice will be in relation to your KW competitors. With everyone trying to save money wherever they can these days, Quality Score is a good topic to revisit. Let’s go over some ways you can increase your Quality Score to ultimately decrease your spend and increasing your ROI:

  • Don’t use DKI with Broad Matched KWs: CTR is not always improved when using DKI. By running on Broad Matched terms, you increase the possibility of having less relevant terms viewable in your Ad Copy thereby decreasing the associated QS
  • DTI – Dynamic Text Insertion: This is a way to increase the relevancy of the KW searched and the landing page. For those not familiar, if the correct PHP code is on the page, you append the KW term to the destination URL using ?kw={keyword}
  • Testing Ad Copy: As we all know, SEM is ALL about testing. Since results are seen in real time we have the luxury of being able to see what works and what does not work for our campaigns. Run A/B tests using language that mimics what is found on the landing page, try different titles as well – one that has the same name of the Ad Group itself and another which contains the main idea of the KW group
  • Review Search Queries: Review your SQ report to see what actual KW terms are bringing traffic to the site. Can new Ad Groups be formed around these queries? Can existing KWs be eradicated from the current program? Refine your program and KW set on a bi-weekly basis
  • Delete KWs: A lot of people are fans of having a ton of KWs within their program. This is usually not my recommendation. I especially recommend going through your Campaigns and deleting any KWs that have no impressions. The more “fat” in your structure, the more your Quality Score will be negatively impacted

As I said above, everyone is trying to save money wherever they can these days. But why cut cost and efficiency? Use the above tactics to increase your Quality Score which in turn will reduce your costs and boost the overall efficiency of your SEM Program.

For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on Facebook,LinkedIn or Twitter


Author: "Colin McShane" Tags: "Online Advertising/ePR, SEM"
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Date: Tuesday, 20 Mar 2012 17:37

I’m a big fan of San Pellegrino and especially love their Limonata and Aranciata soft-drinks. These drinks are unique and unparalleled in flavor as well as their packaging.  They are not sugar-laden libations for kids, but have distinct tangy orange and lemon zest flavors, which appeal to adult palettes.  The overall visual branding, which includes a beautifully designed tinfoil top that is peeled back to expose the flip tab, gives one a sense of being part of an exclusive Italian taste experience.

From a marketing perspective, however, I’m surprised by the lack of interaction this brand has with their customers and advocates. I reasoned that it’s just one of those instances where they want to stay scarce to fuel the mystique and cool-factor around the brand.  This notion proved wrong though after reading that Nestle, their parent company, in the 2010 Annual report stated the following goals: “increase customer communication, differentiate our brands, commitment to shareholder value.” Other cool Italian products, like Peroni Beer, successfully manage their brand uniqueness and are actively keeping their brand top-of-mind, especially on Facebook.

What would I do differently as San Pellegrino’s Limonata brand manager? I would get inside the heart of my customers and brand advocates, and rapidly begin activating conversations to find out how they think. Peer-to-peer conversations would be encouraged and I’d start by pumping up their anemic Facebook experience with interesting content, giveaways and seasonal excitement. With summer a few months away why not have a contest for a circular beach towel that replicates the exquisitely designed Limonata can foil topper?  I’d pay dearly for one of those so I can imagine how great it would be to win one. I’d also explore a number of on-brand giveaways from logo drink coolers to a pair of logo Marcello Mastroianni sunglasses!

As a brand loyalist, I’ve invented a number of summer cocktails whose main ingredient is Limonata and have demonstrated my brand passion by starting a San Pellegrino Pinterest Mood Board…so why not introduce Facebook registration for “Mixologist” alerts via mobile or Twitter when a new cocktail recipe has been approved/posted. The mobile experience could include delivery of a range of brand experiences from a retailer locator to allowing fans to upload photos of the product in the hands of advocates.

What is the measure of a brand’s success in the social realm?  Whatever the plumb line is, Limonata falls short.  I’ve introduced this product to several friends and neighbors.  Nestle has a great product, they just have to find new ways to put a can in the hands of their future customers and facilitate the passionate conversations of current customers.


For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on Facebook,LinkedIn or Twitter


Author: "Roy DeYoung" Tags: "Brand Strategy/Creative, Online Marketin..."
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Date: Tuesday, 06 Mar 2012 16:12

Have you used the Google Analytics Real-Time yet? If you’re in the new version of Google Analytics, it’s pretty hard to miss. If you’re like me though, you’ve probably played with it for a few minutes, thought it was cool, and then went back to doing more useful things with your time. I decided to play with it recently and I found out that there are some really interesting things that you can do with it that might benefit you’re next content campaign.

1. Testing Your Tracking

I don’t know of a worse feeling than launching a content initiative or some type of campaign on your website and then a few days later find out that the tracking code wasn’t installed correctly (ok, maybe I can but it really stinks!). With Google Analytics Real-Time, you see the data in real-time (good name choice), so you’ll be able to test all of your tracking on the fly. You can find out within seconds if you’re not seeing the data that you need in Google Analytics and diagnose the problem very quickly.

2. Comparing Social Media Channels

Google Analytics Real-Time allows you to see visits from social media immediately and can quickly tell you what type of messaging is most effective to use. With every piece of content I put on the Internet, I always send out a tweet, a Facebook post, and pin it. I do each of these a few minutes after each other with a different message along with the post. After that, I monitor how users interact with the website and plan future social media posts about that piece of content based upon what worked best.

3. Improving User Experience

The ability to watch people as they navigate through your website is absolutely amazing. It’s a lot easier to find bottle necks in the user interface when you can see time on site and the path of your users rather than graphics which show a visitor went from page1 to page2. This works extremely well for landing page and website redesigns. You’re able to diagnose any issues a lot faster before they have a chance to affect your website.

Are you doing anything exciting with Real-Time Google Analytics? We would love to hear about it! I’m still learning all of the powerful features in the new version of Google Analytics and what is possible using Real-Time. It’s going to get better as time goes on we’re one step closer to having an analytics solution that can keep up with the fast paced Internet.

For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on Facebook,LinkedIn or Twitter


Author: "Andrew Saladino" Tags: "Online Marketing, Technology"
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Date: Tuesday, 28 Feb 2012 16:33

Pinterest is the belle of the social media ball: Eleven million visits per week. More user engagement than Facebook and Twitter.  And more drool-worthy wedding, décor and fashion photos you can shake a stick at.

In this POV, we break down why Pinterest matters, why it’s growing so rapidly, who’s using it, and what opportunities it poses for brands.The explosive growth of Pinterest has left many brands wondering what this social network means to them, and what opportunities it offers. Pinterest’s overwhelmingly female user base means that it’s not a good fit for all brands, but it’s a fertile avenue for certain female-focused brands – particularly those dealing with home décor, fashion, beauty, and weddings. Brands with such a female-focused brand should consider putting the “Pin this” button on their product pages, as Etsy and Modcloth have done. Brands can also participate in Pinterest in creative ways, by creating mood boards and focusing on thematic creation, rather than simply Pinning their products.

Download the Full Report:  Zeta Interactive_POV_Pinterest

For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on Facebook, LinkedIn or Twitter


Author: "Marianne Madden" Tags: "Social Media"
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Date: Wednesday, 22 Feb 2012 16:20

Today Zeta Interactive is announcing the launch of Zeta Mail 6, our latest release of its best-of-breed email platform that will now enable marketers to also manage conversations across mobile and social channels.

This integration across email, mobile and social, allows marketers to manage subscriber communications and schedule email, inbound and outbound SMS campaigns, as well as Twitter and Facebook posts, within one interface.

Zeta Mail 6 combines a remarkably powerful, and unique dedicated infrastructure with an intuitive, easy-to-use interface providing marketers the ability to interact with high volumes of customers and prospective customers in a completely scalable, yet personalized and targeted, fashion.

Among the new features and highlights of Zeta Mail 6 are:

  • Social Media Integration: Zeta Mail 6 integrates social messaging efforts by enabling clients to schedule Facebook and Twitter posts, track replies, monitor mentions and import social media profiles directly from the interface. Marketers will be able to create social media trending reports, re-Tweet volume reports, Facebook post reports, as well as URL and click-thru reporting.
  • Mobile Messaging: Zeta Mail 6 features both mobile pull and mobile push messaging capabilities, enabling clients to create outbound “push” and “pull” SMS messaging and promotional offers.
  • Multi-Channel Messaging & Reporting: With its advanced reporting capabilities, Zeta Mail 6 enables marketers to report on multi-channel campaigns and consolidate multiple subscriber views.

Combined with other features such as drag-and-drop functionality throughout, GUI-defined time and event triggers, automated multivariate testing, advanced list management and segmentation and highly flexible integration capabilities; Zeta Mail 6 represents a break-through in digital communications.

“With the launch of Zeta Mail 6, Zeta Interactive is revolutionizing the way in which marketers are communicating with their customers and prospects,” said Minna Rhee, CEO of Zeta Interactive. “Effective communication in the digital age requires marketers to leverage all touch points – including email, social and mobile – and customize their messaging, improve their responsiveness and measure the effectiveness across each of these channels. With Zeta Mail 6 marketers now have the ability to manage their entire messaging campaigns in one integrated interface, and then measure results.”

“The new Zeta Mail 6 platform has essential features that are necessary for marketers today, such as multi-channel reporting and consolidated subscriber measurement,” said David DanielsCEO of The Relevancy Group, a market research and consulting firm. Daniels added, “The new robust mobile and social marketing features indicate that Zeta is focused on innovating the tools that marketers require today and will continue to rely on even more in the future.”

The Zeta Interactive leadership team will be demoing the Zeta Mail 6 platform and providing marketers with further insights on the tool during the Email Evolution Conference this week. The show will be taking place from the Westin Diplomat Resort & Spa in Hollywood, Fla., this Wednesday, February 22nd through Friday, February 24th.

For more information on Zeta Interactive, contact us at marketing@zetainteractive.com or follow us on FacebookLinkedIn or Twitter


Author: "Mary Beth Keelty" Tags: "Email Marketing, Mobile Strategy, Online..."
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Date: Tuesday, 14 Feb 2012 16:03

If you’ve been anywhere on the Internet in the past month, you have undoubtedly heard of Google Search Plus Your World. I’m going to break down what it is, what it means to you as a consumer, and what it means to you as a business owner and content producer.

What Is Google Search Plus Your World?

According to Google, Search Plus Your World is:

“Search has always brought you information from across the web. Now, search gets better by including photos, posts, and more from you and your friends. When signed in with Google+, you’ll find personal results and profiles of people you know or follow. You can even expand your world by discovering people related to your search.”

In a nutshell: Google is getting much more personal. When you run a search, you’ll be seeing Google+ profiles and pages in the results. If your friends +1 or share certain things that match your query, those will be given a high priority. It’s now even more possible for your search results to be completely personalized where you have your own set of 10 results and the rest of the world each has different sets of the top 10 results. This can potentially create havoc for search engine optimizers and Internet marketers.

Search Plus Your World As A Consumer

How much will Search Plus Your World affect you? That depends on what type of Internet user you are and what your social network looks like. If you have a very stagnant or small network you probably won’t notice much change. If you’re part of a network that is predominantly made up of one “type” of person, it’s possible you’ll be seeing results catered towards that group. Choose your friends wisely!

Search Plus Your World As A Business Owner

What are you waiting for? If you don’t have a Google+ page, you’re missing out. Google is doing everything they can to promote Google+ (they even bet their employees bonuses on it) which means that is a channel you need to be active on.  Go ahead and create your business page on Google+, then get your author information in the SERPs. Space is limited in the SERPs, any extra edge you can get over your competition is crucial. Google is taking Social serious, and you need to get on board too.

Search Plus Your World Around The Web

Do you have any other good blog posts or news articles on Search Plus Your World? Leave them in the comments and we’ll be sure to check them out.


Author: "Matt Ramos" Tags: "Online Marketing, Social Media"
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Date: Friday, 10 Feb 2012 17:03

That Super Bowl Ferris Bueller Honda CRV ad with Matthew Broderick from last week was hilarious. I’m not talking about having actually seen the Super Bowl ad during the Super Bowl – I saw it a week before the game when Honda released it on YouTube. By gametime, it had been viewed over 11 million times. And a :30 spot which can cost up to $4 million during the game, moves pretty fast, so you could miss it (wink!).

Marketers over the last few years have realized how to get far more bang for their Super Bowl advertising buck by taking their ads and campaigns beyond television. Social media, online video, and extended online early releases of commercials have lessened the “must-see” ads during the game, which used to be a major attraction for watching the annual football spectacle.  YouTube’s monthly viewership of over 800 million unique visitors is larger than that of traditional TV networks!

But brands and marketers are getting it right with early releases and multi-channel campaigns. Almost 40% of households now have DVRs, which means many, if not most commercials, are never seen anymore by viewers. Consider also that while the game is broadcast worldwide, many people who aren’t sports fans watch the game with friends or at parties as a social event, and therefore the watching game itself (and the commercials) are not a primary focus. Also, people who don’t live in the competing teams’ cities are less interested in the game’s outcome, so even if they are watching the game, making a beer, chips, or guacamole run during the commercials is a high probability event.

This growing trend of releasing ads a week before the game is smart, building buzz on and offline regardless of the fact that the Super Bowl has always been noted for its legendary commercials. Extended videos and varied ad formats build buzz with viewers and create opportunity to engage more viewers across social media platforms. And it doesn’t just stop at promoting the spots before the big event.  The marketing continues through general sharing at sites like Pinterest or interactive voting at YouTube’s Ad Blitz 2012 or USA Today Facebook Super Bowl Ad Meter. This multi-channel approach builds considerably on the ad campaigns of the past – ultimately taking a one-off spot and turning it into a long-term broader audience marketing campaign.


Author: "Garrett Wilson" Tags: "Online Marketing, Rich Media/Video, Soci..."
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Date: Wednesday, 08 Feb 2012 16:27

Each year Zeta Interactive monitors the buzz around the notorious Super Bowl Ads.  This year’s results who that overall buzz around this year’s Super Bowl commercials is slightly less positive than that of last year. Take the following data point for example:

  • The average tonal buzz ranking around a commercial at this year’s Super Bowl is currently 80.9% positive. This is a slight decline from last year, when the average tonal ranking of a Super Bowl ad was 83.5% positive the morning after the game.

Interestingly, in the week prior to this year’s game, the tonal ranking surrounding Super Bowl ads was 86.4% positive, meaning that tonal buzz surrounding the ads was actually higher in the build-up phase than it was during and after the game itself.

While tonal buzz dropped slightly this year, the volume of buzz surrounding Super Bowl ads has skyrocketed to new highs:

  • In the 12+ hour period since the Super Bowl started, Super Bowl ads are already receiving 14% more volume than they did in the entire 24-hour period following last year’s game. They are also receiving 24% more volume than they did in the 24-hour period following the 2010 game.
  • Not only was volume buzz higher during and after the game itself, but during the one week period leading up to this year’s game, volume buzz surrounding Super Bowl ads was 16% higher than it was during the same period last year.The buzz gap between Super Bowl ads and the game itself is becoming narrower and narrower by the year. Last year the game itself generated 45% more overall volume buzz than the ads. However, this year, the difference in buzz between the game and the ads was just 25%.

The ads weren’t the only form of entertainment generating a great deal of chatter at this year’s game. Both the National Anthem and the Madonna-headlined halftime show generated significantly more buzz than the same events during last year’s game (National Anthem buzz was 17% higher this year than it was last year, and the halftime show buzz was 38% higher this year than last year).

Here is the Top 10 list of commercials which received the highest Zeta Buzz tonal ranking at this year’s Super Bowl:

  1. Honda “Matthew’s Day Off – Ferris Bueller” – 91% positive
  2. M&M’s “Mrs. Brown – Sexy and You Know It” – 90% positive
  3. Budweiser “Eternal Optimism – Block Party” – 90% positive
  4. Acura “Transactions – Seinfeld” — 89% positive
  5. Skechers “Dog Race” — 89% positive
  6. Fiat “First Time – Italian” — 88% positive
  7. 2nd Story Software (TaxACT) “Feel the Free” — 87% positive
  8. Budweiser “Return of the King – Prohibition” — 87% positive
  9. Volkswagen “The Dog Strikes Back” — 87% positive
  10. (3-WAY TIE) Coca Cola “Catch”, Chrysler “Clint Eastwood” and E-Trade “Fatherhood” — 86% positive

Here is the Bottom 5 list of commercials which received the lowest Zeta Buzz tonal ranking at this year’s Super Bowl:

  1. Lexus “GS” — 62% positive
  2. Hyundai “Think Fast” — 73% positive
  3. Chevy “Happy Grad” — 73% positive
  4. Cadillac “Green Hell” — 75% positive
  5. H&M “David Beckham” — 75% positive


Author: "Garrett Wilson" Tags: "Online Marketing, Zeta Buzz"
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Date: Friday, 03 Feb 2012 17:32

It is a rare sight to not see someone with their Smartphone glued to their hand these days. Whether waiting in-line at your local store, on the daily commute, or watching TV, people are ‘always on’ and waiting for the next chance to share real-time experiences with their online friends and family. With the general population sharing their experiences in real-time digitally, what are people saying about your brand and its experience? And more importantly, how are you responding to those comments? Customers who talk want to know they are being heard, which for any company is actually one of the best ways to gain insight to your brand and help maintain a positive brand image.

Social media is becoming one of the most powerful sources of a company’s image and is giving users the opportunity to speak up and create ‘buzz’ around any topic or product. Today the number of active users on Facebook has reached 800 million100 million on Twitter, and 64 million on LinkedIn. Of these numbers, the majority of consumers who ‘like’ or follow a brand on Facebook, Twitter, etc., are likely to be either a person who haspurchased already or is considering a purchase. However, a whopping 95% of those companies on Facebook neglect to respond to their customer’s wall posts and comments. And a staggering 70% of companies on Twitter ignore their customer’s tweets and requests. How, or more importantly why, would brands ignore their customers?

Social media can be the easiest way to monitor your brand’s reputation. Using consumer’s real-time feedback by tracking response rates and trending topics, a brand’s positive buzz can greatly increase.. A company no longer makes the image of its brand, its customers do, and brands have no excuse for not listening to what people are saying about them in the year 2012.It’s time to commit your company’s resources to a resolution that will fortify your brand’s reputation and perception online so as to ensure your competitors don’t “drink your milkshake”.


Author: "Stephanie Behie" Tags: "Social Media, Zeta Buzz"
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Date: Monday, 23 Jan 2012 21:30

2011 marked the 4th annual Zeta Buzz Awards initiative which follows the success of the 2008, 2009 and 2010 award programs, where dozens of winners were announced, and categories were covered by hundreds of leading media outlets, including Folio, Forbes, Fortune, Huffington Post, Mashable, Reuters, The New York Times, USA Today, Wall Street Journal, CNBC, and several others. The 2011 Zeta Buzz Awards included more categories and nominees than ever before.

Best Financial Services Brand of 2011

  1. E-Trade
  2. Chase (JP Morgan)
  3. HSBC
  4. Capital One
  5. AXA
  6. Santander
  7. Wachovia
  8. Barclays
  9. UBS
  10. Allianz

Best TV Ads of 2011

  1. E-Trade “Enzo the Tailor”
  2. Volkswagen “The Force/Darth Vader”
  3. Chrysler “Imported from Detroit”
  4. Chipotle “Back to the Start”
  5. Bud Light “Product Placement”
  6. CarMax “Kid in a Candy Store”
  7. Snickers “Logging”
  8. Nissan “Gas Powered Everything”
  9. Mercedez Benz “P Diddy/Welcome
  10. H2oh! “Braids”

Best Media Personality of 2011

  1. Anderson Cooper
  2. Jon Stewart
  3. Stephen Colbert
  4. Chris Matthews
  5. Al Roker
  6. Matt Lauer
  7. Bill O’Reilly
  8. Barbara Walters
  9. Sean Hannity
  10. Charlie Rose

Best News Outlet of 2011

(Media Outlet)

  1. Huffington Post
  2. The New York Times
  3. Reuters (Thomson Reuters)
  4. AOL.com
  5. CNN.com

(TV Outlet)

  1. CBS
  2. Fox
  3. NBC
  4. ABC
  5. CNN

Best Beverage Products (Non-Alcoholic) of 2011

  1. Diet Coke
  2. Coca Cola
  3. Pepsi
  4. Vitamin Water
  5. Gatorade
  6. Pepsi One
  7. 5-Hour Energy
  8. Snapple
  9. ZICO Coconut Water
  10. Red Bull

Best Cars of 2011

  1. Altima – Nissan
  2. 300 – Chrysler
  3. Legacy – Subaru
  4. Elantra – Hyundai
  5. Accent – Hyundai
  6. Lacrosse – Buick
  7. Accord – Honda
  8. Civic – Honda
  9. Sorento – Kia
  10. S60 – Volvo

Best Fashion Designers of 2011

  1. Michael Kors
  2. Vera Wang
  3. Christian Siriano
  4. John Galliano
  5. Tommy Hilfiger
  6. Marc Jacobs
  7. Donna Karan
  8. Calvin Klein
  9. Sarah Burton
  10. Jason Wu

Best E-Reader of 2011

  1. iPad
  2. Kindle Fire
  3. Slate 2
  4. Nook
  5. Galaxy
  6. BeBook
  7. Story
  8. Reader
  9. Novel
  10. Streak

Most buzzed CEOs of 2011

  1. Steve Jobs
  2. Jeff Bezos
  3. Carlos Brito
  4. Larry Page
  5. David Novak
  6. Alan Mulally
  7. Jamie Dimon
  8. Larry Fink
  9. Patrick Doyle
  10. Fujio Mitarai

Most buzzed Celebrity Couple of 2011

  1. Kate Middleton/Prince William
  2. Khloe Kardashian/Lamar Odom
  3. Angelina Jolie/Brad Pitt
  4. Jessica Biel/Justin Timberlake
  5. David Beckham/Victoria Beckham

Best NYC Restaurant of 2011

  1. Eataly
  2. Nobu
  3. Mr. Chow
  4. Buddakan
  5. Babbo
  6. Per Se
  7. Le Cirque
  8. Le Bernardin
  9. Del Monico’s
  10. Del Posto

Best Pharma Brand of 2011

  1. Novartis
  2. Bayer
  3. AstraZeneca
  4. Merck
  5. Pfizer
  6. Johnson & Johnson
  7. Bristol-Myers Squibb
  8. Eli Lilly
  9. Teva Pharmaceuticals
  10. Mylan

Best Travel of 2011


  1. London
  2. Paris
  3. Las Vegas
  4. New York
  5. Sydney


  1. Taj Mahal Palace Hotel (India)
  2. Mama Shelter (Paris)
  3. Hotel St Barthe (Isle de France)
  4. Mondrian (New York – SOHO)
  5. Hoxton Hotel (London)

Tech Controversy of 2011

  1. Blackberry Outage
  2. News Corp. Hacking Scandal
  3. HTC Infringement on Apple Patents
  4. Stop Online Piracy Act (SOPA)
  5. Facebook Smear Attempt on Google

Most Buzzed Social Networking Sites of 2011

  1. Twitter
  2. LinkedIn
  3. YouTube
  4. Facebook
  5. Match.com
  6. Meetup
  7. Groupon
  8. Flickr
  9. Ning
  10. Friendster

Questions?  email:  marketing@zetainteractive.com


Author: "Garrett Wilson" Tags: "Zeta Buzz"
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Date: Thursday, 12 Jan 2012 20:29

The saying goes “there’s an app for that”, and with over 500,000 apps in the Apple Appstore and over 380,000 in the Android Market, there sure are tons of apps that do lots of cool things. But is there an app for increasing your sales? Is there an app that will tell you if you should build your mobile initiative around Apple’s iOS or Google’s Android operating systems? Can you find an app that makes your customers happy?

It would seem with the staggering holiday ecommerce and sales stats from this year’s holiday shopping season would convince retailers and ecommerce sites to get their mobile or app act together, but reality tells another story. Many sites are not optimized for mobile devices, and with mobile purchases accounting for a two-fold increase in online purchase volume from April to December 2011 http://tinyurl.com/c25xpdf , it should be a mandate to marketers to build mobile sites or apps with numbers so big. But as when any new technology comes along some people are either slow or lazy to implement what seems obvious to most marketers or digital experts.

For marketers the real question is should you build an app at all. Sure there’s value in being resident on users mobile phones or tablets, and programming for iOS and Android pose their own unique challenges and constraints. Many apps and games are launched first on iOS for iPhones and iPads, as their operating systems are upgraded at the same time via Apple, while Android is fragmented dramatically across device manufacturers. There is consistency across Apple screen and resolution sizes for user interface design, while Android phones come in several screen sizes for different manufacturers, models, and wireless carriers. Additionally, While a mobile app built specifically for a particular devices operating system (iOS App, Android App, Blackberry App etc) does put the shopping experience in the mobile users hand, there is a substantial cost towards producing multiple applications while still being confined to OS specific mobile devices.

But for ecommerce sites, apps aren’t where its at – its online sites optimized in mobile web browsers. With mobile shopping at record levels this past holiday buying season, most people will comparison shop online using search tools right on their phones. Having an optimized site for the smaller and varied screen sizes of cell phones and tablets can ensure a pleasant and intuitive shopping experience for prospective customers. Users don’t want aggravating experiences where they have to zoom in on pages to read, click, or navigate a site to find what they are looking for. Clean, simplified design always has a positive, albeit non-negative impression, on site visitors which will affect their purchasing decisions.

Creating a mobile-optimized web presence can be a logical common denominator across the mobile demographic. Detecting a smaller-screened device is an easy capability for sites. Serving up a user interface tailored for the smaller device, on detection, will provide the user with a familiar app-like experience and be an efficient means for retailers to hit their mobile demographic in a far more efficient (and production budget friendly) manner.

And beyond just mobile web site design, sites can offer for users to place a icon on a mobile desktop or bookmark. These are simple ways to prompt the user to bring your site into their mobile ecosystem without forcing them into appstore searches and downloads, or additional programming expertise to build apps most users only use a few times.


Author: "Garrett Wilson" Tags: "Mobile Strategy, Web Design & Developmen..."
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Date: Friday, 06 Jan 2012 16:06

In this day and age things move fast. Opinions change, technology develops, and the media moves on to the next big thing. Looking back at 2011, we have seen the introduction of the iPad 2, witnessed a royal wedding and followed the ongoing problems of Charlie Sheen and his battles with the media. However, will these subjects be as popular in 2012, 2013 or 2014 (probably not) and how does this fit into a blog post about SEO?! Simple…Google loves dates and will stop at nothing put a date to your content!SEO For the New Year

If you work in SEO you should have already noticed that Google displays dates in its SERP’s. In most cases this has enhanced the users searching experience by making it easier to locate the latest information on evolving subjects (e.g. technology, music & fashion). For these types of subjects it is fair to say that the latest content should quite rightly be rewarded with better search engine rankings and higher click through rates. After all, who wants to read laptop reviews from 2005?

dates in search enginesHowever, what if your content is historical or is not going to likely to change at all? Is a 2012 blog post on daily calorie intake more useful than something written in 2005? Have we seen major breakthroughs in dieting? I think not. The point is, providing Google with a date may not always be in the best interest of your websites long term prosperity. Including a date in the header, comments, content or URL is sufficient enough for Google to time stamp your page and consider the information less useful over time.

Allow your content to live forever

  • If you content is “evergreen” (not likely to change), hide all date references from Google!
  • Utilize WordPress “date exclusion” plugins to keep your blog looking fresh.
  • Create “living URLs” for recurring events and update the content as needed. Preserve all existing link equity and do not change the URL’s! You’ll have a head start on the competition. For example, example.com/world-cup-results can be used for the next world cup.
  • Block date archives from being indexed.


Author: "Daniel Sayer" Tags: "SEO"
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Date: Wednesday, 04 Jan 2012 15:42

Originally written by By TANZINA VEGA and published at

MARKETERS take many approaches to selling their products, from fake talking babies to real rap stars in commercials. But for many, generating the elusive online buzz is the ultimate goal.
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Chrysler’s ad featuring the rap artist Eminem and the city of Detroit ranked second in online reaction.
For the fourth consecutive year, Zeta Interactive, an interactive marketing agency, has released a report of which ad campaigns generated the most buzz online. Zeta uses a technology that monitors what consumers are saying about online ads that they see on blogs and on video sharing and social media sites.

Zeta Interactive gives ads scores reflecting the volume, or the total number of posts each ad had per day, and tone, or the number of positive or negative posts about the ad. The company analyzed more than 200 million online posts.

This year, of the top 10 ads, eight made their debuts during the Super Bowl. In 2010, only four on the list made their debuts during the Super Bowl.

At the top of the list was an ad for E*Trade Financial called “Enzo the Tailor,” which featured a baby being fitted for a custom-made suit and talking about how his tailor could retire in Tuscany. The spot was made by Grey New York, part of the Grey Group unit of WPP.

Both E*Trade and Snickers, whose “Logging” spot featuring Roseanne Barr and Richard Lewis was the seventh ad on the list, showed how some brands were able to have success in campaigns with recurring themes, said Mary Beth Keelty, vice president for marketing at Zeta. “They found something that worked and they are refreshing it,” she said.

The Snickers spot was created by BBDO New York, part of the BBDO Worldwide unit of the Omnicom Group. Snickers was the only brand to have a repeat appearance on the list this year.

Automobile ads were popular with digital consumers as well, with Volkswagen’s ad featuring a young boy dressed as Darth Vader, and Chrysler’s ad featuring the rap artist Eminem and the city of Detroit, taking the second and third spots, respectively. The Volkswagen ad was created by Deutsch LA, part of the Interpublic Group of Companies, and the Chrysler ad was created by Wieden & Kennedy.

“Cars really were a big part of the top 10 here,” said Minna Rhee, Zeta’s chief executive. The auto ads were a “reflection of coming out of the recession and the car industry taking a bigger role in 2011,” she said.

Other car ads in the top 10 included Mercedes-Benz’s ad featuring the artist Diddy, in the ninth spot on the list, and an ad for Nissan’s Leaf in the eighth spot. The Nissan ad, called “Gas Powered Everything,” shows people using everyday items like alarm clocks and hair dryers that are powered by gas engines. It featured a new trend on the list — the eco-conscious ad. The spot was created by TBWA/Chiat/Day, part of the TBWA Worldwide unit of the Omnicom Group.

An animated ad for Chipotle Mexican Grill, called “Back to the Start,” was the fourth most popular ad on the list. The ad, which was also shown in movie theaters, tells the story of the industrialization of farming. The film, which was more than two minutes long, was directed by Johnny Kelly and featured a Willie Nelson version of the Coldplay song “The Scientist.”

The ad demonstrated that it is possible for brands “to break that top 10 with something that wasn’t necessarily with TV at the center of what the campaign was about,” Ms. Rhee said. The Chipotle ad also tied with an ad for the PepsiCo beverage H2oh! for the most positive tonal ranking. The H2oh ad, which was created by BBDO Argentina, was the first and only ad in Spanish to make the list.

Bud Light and CarMax rounded out the list in fifth and sixth place, respectively. Bud Light’s commercial, “Product Placement,” featured swashbucklers on a movie set, while CarMax’s spot, “Kid in a Candy Store,” promoted its selection of auto and money-back guarantee.

The Bud Light commercial was created by DDB Chicago, part of DDB Worldwide, owned by the Omnicom Group. The CarMax ad was created by Amalgamated New York


Author: "Garrett Wilson" Tags: "Online Marketing, Zeta Buzz"
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Date: Tuesday, 20 Dec 2011 20:42

At the end of each year Zeta Interactive compiles online social media data on various industries, celebrities, news stories, products, and the like that were note and newsworthy during the year to find out how people in the blogosphere and social media discussed and reacted to these topics.  This year Zeta has covered many topics, categories, and people, and products for 2011, and below is a list of those published so far:


Author: "Mary Beth Keelty" Tags: "Zeta Buzz, Zeta News"
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Date: Wednesday, 14 Dec 2011 15:34

Marketers have a fairly straightforward set of goals, even if the paths they take to achieve those goals can be diverse and complex. First, they want to elevate the level and amount of business done by their company, driving increased revenue. Secondary goals include fostering a positive public image of their company, and when possible, facilitating good interactions between those inside the company and those outside of it.

Often, it can seem that the goals of the marketing team are in conflict with those of the customers. The marketing team wants the customer to focus on and select one option; the customer wants to compare and contrast many options. The marketer wants the customer to focus on the product’s features and benefits. The customer is more likely to want to find about its flaws and hidden “gotchas”. The marketer wants to drive revenue growth, the customer – as the source of the revenue – wants to keep as much of it as possible in their pocket.

The challenge is to address the goals of the customer while still fulfilling the mandates of the marketing program. The most successful programs are an exchange – or even better, a conversation – where both sides get something valuable out of the bargain and neither side feels they were ignored, misunderstood, or taken advantage of.

There are just as many wrong ways to go about meeting this challenge as there are right ones. (In fact there are probably more wrong ways…) But all the misguided attempts start with the same seed: ignoring the customers’ goals as if they didn’t matter, and focusing exclusively on accomplishing marketing’s goals.

User experience is the art and science of understanding customers’ goals. We don’t usually refer to them as “customers” though. We use more neutral terms like “users” or “visitors” in the abstract. But the power of the user experience process best comes into play when we can move beyond the abstract, and refer to customers by name. It’s then that we start to understand them as people with specific needs and abilities, with voices and stories of their own. It’s then that we really start to understand them, understand their goals, and begin to feel the empathy that is the essential ingredient for any great conversation.

But while we know that understanding customers and their goals are key to the interaction, we also realize that the interaction has a point of its own: serving the business needs of the marketer. We can’t force potential customers to choose our company, so our job is one of persuasion. People can be good at resisting persuasion, but they are more likely to see things our way if they feel they understood. The more someone is like you, the more likely you are to believe what they say and heed their advice. Studies have shown this is true for people across the board.

The good news is it’s not hard to understand customers and their goals, and then use that understanding to deliver the experience that will make your customers feel understood, trusted, and willing to part with their dollars. You just have to listen, in the right way.


Author: "Jim Doria" Tags: "Conversion-friendly Design, Web Design &..."
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Date: Thursday, 08 Dec 2011 21:18

With many changes occurring the GOP contender landscape over the past week, with Gingrich taking the lead in polls, Herman Cain “suspending” his campaign, and Donald Trump being named as a debate moderator, below are the online digital stats on how traffic and buzz around the candidates had changed.

  • Gingrich Gains Steam; Seen as Favorite in Blogosphere: After a down week following a controversial debate performance, Newt Gingrich’s online presence experienced a significant 17.8% traffic boost over the past week. Gingrich’s Facebook following also increased by more than 8% to 206,523, the largest increase of any GOP candidate, while his tonal buzz edged up by 1.4% to 73% positive. Words and phrases most commonly used to describe Gingrich show him as a favorite to win the GOP nomination online: “Contender”, “Challenge”, “Might Win”, “Seriously”.
  • Romney’s Metrics Mixed as Traffic Dips while Buzz Receives Lift:  Mitt Romney has been running steady in most digital categories recently, although last week his traffic dropped 16.3% to 63,722 visits.Romney’s share of the overall buzz of GOP candidates increased by over 21% in the past week, while his tonal buzz improved slightly to 68% positive. The phrases “Losing Ground” and “Needs to do Something” appear frequently to describe Romney over the past week, showing concerns that Romney should take action quickly as Gingrich seems to rising to frontrunner status.
  • Paul, Bachmann, and Perry Losing Ground in Digital Race: While Gingrich and Romney’s online presence improved, Ron Paul, Michele Bachman, and Rick Perry are losing ground in the digital landscape. Bachmann’s traffic was down 7.4% and although Perry saw an increase in traffic up 13.1% to 27,468, he still hasn’t recovered to the almost 50,000 visitors prior to Thanksgiving.  Also, Perry’s volume buzz experienced a more significant decline over the past week than any other GOP hopeful with a 25% decrease in percentage of total buzz. Meanwhile, the volume of buzz surrounding Ron Paul and Michele Bachmann also continues to drop, with both candidates receiving just 1% of the total buzz share among GOP hopefuls. Lastly, Bachman continues to lose Facebook fans, as well Perry now has seen a drop in Fans, an indicator of abandonment among supporters.
  • Cain’s Buzz Drops as Web Traffic Explodes: Interestingly, as Herman Cain announced his plans to withdraw from the GOP race, his web traffic skyrocketed over the past week. Cain’s percentage of site visits driven by SEO increased by 444% while his percentage of site visits driven by social media increased by 254%. However, while Cain’s web traffic soared, perception of the former Godfather’s Pizza CEO became increasingly negative, with his tonal buzz dropping by 6.3% and 2,683 Facebook followers un-Like his page.
  • Santorum and Huntsman Receive Lifts in Social Media:   Though trailing significantly, John Huntsman’s traffic almost tripled to 21,980 and Rick Santorum’s was up 61.7% to 16,854.  Behind, only Newt Gingrich, Santorum, and Huntsman experience the greatest increases in social media followings on both Facebook and Twitter over the past week. Santorum’s Facebook fans spiked by 4.2%, while his Twitter following increased by 5.6%. Meanwhile, Huntsman’s Facebook following increased by more than 7%, while his Twitter base increased by 6.8%.
  • Obama Social Media Machine Picks up Speed: Once again, Barack Obama continues to build on his already significant social media presence over the past week with traffic bouncing back 25.2% to 1,542,948 visits. Obama’s Twitter following increased by 0.9% (representing an impressive 104,767 followers) bringing his total to more than 11.4 million, while his Facebook following increased slightly to over 24.2 million. These follower numbers continue to dwarf those of the GOP candidates; as well his online perception seems to be improving as his tonal buzz rating increased to 59% positive. This rating is the most positive it has been in the past month.

Questions?  email:  marketing@zetainteractive.com

*Data referencing Site Visits was sourced from Experian Hitwise, Inc and analyzed by Zeta Interactive.

*Data referencing social buzz is sourced from Zeta Buzz, which monitors the online media landscape. Using an algorithm, the team is able to measure the volume and tone of conversations across the social media landscape.


Author: "Garrett Wilson" Tags: "2012 Presidential Election Reports, Onli..."
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Date: Friday, 02 Dec 2011 20:25

I remember being 5 years old and learning from my mother that ‘you catch more flies with honey than vinegar’ – of course the lesson here being that you are bound to have more successes when dealing with people by showing kindness and sincerity. Unfortunately today it seems too commonplace that people lack manners and consequently little professionalism. This lack of courtesy in business is hurting the bottom line! All of our bottom lines!

For some time now it has been normal behavior within industry to begin emails with ‘Hi’ and sign off with a ‘Thanks!’ – but even this is starting to fall by the wayside; a digital faux pas that really burns my biscuit. What does this say about the business that we do with one another? If we cannot take the extra step to show this bit of kindness in our emails, how can we effectively evolve as an industry? What if we actually took it one step further and expressed kindness to show that we actually do care about the campaigns we run. Let’s take a look at how Webster’s defines manners:

  • a characteristic or customary mode of acting
  • social conduct or rules of conduct as shown in the prevalent customs
  • habitual conduct or deportment
  • a distinguished or stylish air


Now let’s look at how Webster’s defines professionalism:

  • the conduct, aims, or qualities that characterize or mark a profession or a professional person
  • the following of a profession (as athletics) for gain or livelihood


Just reading those definitions makes you want to aspire to conduct business more carefully, doesn’t it? Of all the digital faux pas not having manners and professionalism has to be the worst. Other digital faux pas such as having a new member join the team and failing to introduce this person or explain their function, cancelling a calendar invite without an explanation or a new proposed time, or sending emails without a signature are irritating, but not as long lasting as a lack of manners and professionalism. Personally, when I deal with people, I would rather them show some kind of professionalism than not. Not only that, but you are more likely for myself and my team to go above and beyond if you communicate with manners and courtesy. The better we work together, the better chances we have to increase profitability for everyone involved.

I am sure I am not alone here. Can you imagine the work we could get done if we all communicated with a tad more finesse? Can you imagine our industry where professionalism is so prevalent they write books around The Online Marketing Conduct Code? Take that extra step to get the best work out of your teams; take that extra step to improve your bottom line.


Author: "Colin McShane" Tags: "Uncategorized"
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