Campaign sites vs social media: the shift is starting.

There has been a lot of talk about the end or decline of the destination sites. Mainly about the big portals as well as brands sites – the decline in daily visitors happens at the same time as visitors to social media sites are steadily increasing. Here is a blogpost that nicely visualizes this effect for a few famous brands and social media sites.

Coca-Cola and Unilever now announced that they’ll start shifting their online campaign activities from dedicated microsites to sites, profiles or channels on social media sites. Makes sense, considering the users are already there and they can tap into a ready community:

The FMCG giants are moving away from sites created on a campaign-by-campaign basis in favour of investment in existing communities.

Coca-Cola: “We would like to place our activities and brands where people are, rather than dragging them to our platform,”

Unilever: “You’ll see fewer brands creating a site for one campaign and then throwing it away. Certainly we won’t do that at Unilever any more. It’s natural online to go to the place where people are already consuming media,” she added. “It’s less effort to ask people to leave an environment they’re already in.”

They won’t do that for all campaigns, and certainly not immediately, but given the current change in the media landscape it does make a whole lot of sense for some brands to move closer to where their customer are.

„Where the hell is Matt“ was a hoax, admits Matt.

Everybody must have seen one of the „where the hell is Matt“ Videos. The guy travelling around the world, dancing in some of the most remote places on this planet.

Recently, speculations have been increasing about the whole thing being a fake. Well, now Matt answers to this accusations, admitting that it was, indeed, a viral marketing campaign, that he’s an actor (he played a corpse on CSI Miami), and that all the other people in the videos are robots.

But see for yourself, it’s groundbreaking news:

(via metafilter)


Links & News – Obama Social Media Special

Obama’s social and online media campaign were exemplary, indeed. Now we would obviously like to see the stats and results. Here is a short list of the first sites listing results or impressions of the Obama campaign:

Even more numbers on the online community of Obama.

A flickr photo set of various social media activity during the Obama campaign.

„Communities dominate Brands“ with an Obama Social Media Meltdown,

A simple Google count showing that Obama’s campaign achieved to a lot more Google links in the last few years, than George Bush in his 9 years of term.

Read/write web with a comparison of the activities of MacCain and Obama.

Stop campaining, start committing

Interesting presentation of Paul Isaakson on modern brand building.

The essence can be laid out in the two contraries:

Campaining = marketing for short term gains.
Committing = creating an evolving collection of coherent brand ideas and experiences over time.

Modern Brand Building

View SlideShare presentation or Upload your own. (tags: deepspace space150)

Just one sentence struck me as a bit strange:

Campaining = changing your core brand message to fit what you think people need or want to hear today so that they buy your product or service

Campaigns don’t always change core brand messages, do they? I surprised by that assumption…