Posts Tagged ‘snapfish’

Relationships vs Impressions (Re: Snapfish) And A Little Bit Of Metrics

March 15, 2008

Interactions with Snapfish got me thinking about relationships vs impressions again.

I clicked on their Facebook ad (one click through) and from then told about 8 people about Snapfish (of which 5 signed up), blogged about it (leading to 10 clicks) and got one comment saying the Snapfish pictures were “excellent”.

How many Facebook impressions do you think that’s worth? What’s the percentage of people would you want to be your real brand advocates via a relationship? Would that be a percentage of the people who click through? Or our of the entire population who was exposed to the ad via impressions? Interesting questions for marketers in new media to answer in the coming times.

Advertisements

Did Marketers Ever Have Control?

March 15, 2008

Thinking about my Snapfish posts and the whole debate going on about whether or not we as marketers or communications people should be comfortable with using social media for business because taking that leap requires giving up a large portion of control to your consumers or the general public.

Name-dropping in history

Sticking just to music, bands that existed before or just when the internet came into existence did name-drop brands. From LFO (Abercrombie & Fitch), Barenaked Ladies (Snickers), Run DMC (Adidas) and recently, Melee (JetBlue). (Here’s a good list of brand names appearing in songs)

Though product placement is gaining popularity now, it certainly wasn’t in the early ’90s, though Abercrombie & Fitch enjoyed some market growth and Run DMC was eventually approached to be Adidas’s spokesperson.

Prior to the internet, unless you were one of those bands or maybe Oprah, what you thought about a brand would not grow larger than conversation at the bar.

What’s Changed: The Ants Have Megaphones

Borrowing the phrase from Chris Anderson’s book, The Long Tail (brilliant book), the ants have megaphones. The democratisation of media means that anyone can be a critic, a brand advocate, or a “journalist”. Because of that, your brand isn’t what you say it is. It’s what Google says it is. Given the long tail of bloggers, reviews, youtube videos and the like, a search for your brand could turn up negative reference (Dell Hell anyone?)

I don’t think marketers ever had control. But now they have to sit up and deal with the fact that many “ants” collectively can affect a brand (for better or worse), and we’re not as easy to deal with compared to offering a spokesperson contract to Run DMC. We want honest and open company dealings and we will take companies to task for failing to do so.

In short: our conversations are not restricted to bar talk anymore, and it would be folly for a company to ignore it.

Positive or negative brand experiences with social media? Let’s hear it! (Don’t worry, I don’t think you’re ants!)

Snapfish Report

March 10, 2008

So I blogged about the first time I actually clicked on an ad on Facebook (or anywhere for that matter) for Snapfish. I placed my order Monday night and got the prints Friday afternoon. Not bad in terms of speed.

Snapfish Delivery

Quality wise, I think they look fine. Some pictures look a little blurry but that’s because others were playing around with my camera so they might not have been used to it.

In short, I’d recommend Snapfish to everyone, especially since it’s 9cents per 4R print from now till Wednesday. One favour though, if you do intend to sign up, please let me know! I get “referral prints” if I refer you via email!

My First Online Advertising Experience (As A Consumer)

March 3, 2008

I read an article recently regarding online advertising in Singapore & Malaysia. Apparently Google Adwords doesn’t do very well here because us Asians don’t do much click-through (ie clicking on an ad), so advertisers rather use CPM or impression based advertising on websites and blogs.

I broke the trend today and clicked on Snapfish today from a Facebook ad. They were promoting a $0.09/4R photo printout that I thought I’d try it out.

The thing that Snapfish did right is they targeted me as a consumer. (Not me personally, but people like me). I own a DSLR, take a hell lot of photos and paste them all over Facebook and Flickr.

After getting 10 free prints for signing up, I arranged to print 17 pictures for a total of $2.63, of that $1.90 is a shipping fee (probably the same amount to travel and park to and from the developing shop).

Let’s see if this works out well, will blog an update once I get the printouts in the mail. I’m really hoping it will be a success story because it’ll be great to blog about a local company that “gets” social media and online advertising.