Underscore Marketing: Precision & Perspective » social media http://www.underscoremarketing.com We are experts in: Digital Branding, Direct Response, Media Planning and Buying, Search Engine Marketing, Social Media and Digital Measurement. Sun, 18 Dec 2011 19:47:35 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 Pharma Marketing More “Social” Than Ever http://www.underscoremarketing.com/2009/08/06/pharma-marketing-more-social-than-everfor-some-reason-this-week-my-pieces-have-been-generating-a-lot-of-comments-and-discussion-this-week-i-responded-to-an-article-that-ran-in-adage-by-jonatha/ http://www.underscoremarketing.com/2009/08/06/pharma-marketing-more-social-than-everfor-some-reason-this-week-my-pieces-have-been-generating-a-lot-of-comments-and-discussion-this-week-i-responded-to-an-article-that-ran-in-adage-by-jonatha/#comments Thu, 06 Aug 2009 14:12:21 +0000 Tom Hespos http://underscoremarketingcom.siteprotect.net/?p=188 For some reason this week, my pieces have been generating a lot of comments and discussion.  This week, I responded to an article that ran in AdAge by Jonathan Richman.  At first glance, we appeared to be pretty far apart in our assessments of the future of social media within pharma marketing.  However, I’ve exchanged both public comments and private notes with Richman, and it looks like we might not disagree as much as I initially thought.  (Some of that misconception might have to do with editors who rewrite headlines and teasers…  :-) )

Anyway, check out some of the comments on the iMedia piece and let us know what you think.

]]> http://www.underscoremarketing.com/2009/08/06/pharma-marketing-more-social-than-everfor-some-reason-this-week-my-pieces-have-been-generating-a-lot-of-comments-and-discussion-this-week-i-responded-to-an-article-that-ran-in-adage-by-jonatha/feed/ 0 Five Social Media Campaign Killers http://www.underscoremarketing.com/2009/08/05/five-social-media-campaign-killers/ http://www.underscoremarketing.com/2009/08/05/five-social-media-campaign-killers/#comments Wed, 05 Aug 2009 15:48:26 +0000 Tom Hespos http://underscoremarketingcom.siteprotect.net/?p=195 Today’s InFocus article on iMedia Connection has really amped up the comments and our Twitter following.  It’s the first InFocus I’ve written in a while and I think it gets across what can really kill a social media campaign without talking about it at the 50,000-foot level.  There are some concrete examples of facepalms that have actually happened in the social media sphere, thanks to brands that didn’t look before jumping in.

Have a read and let us know what you think in comments.

]]> http://www.underscoremarketing.com/2009/08/05/five-social-media-campaign-killers/feed/ 0 Social Marketing: A conversation with Tom Hespos and Eric Porres http://www.underscoremarketing.com/2009/05/22/social-marketing-a-conversation-with-tom-hespos-and-eric-porres/ http://www.underscoremarketing.com/2009/05/22/social-marketing-a-conversation-with-tom-hespos-and-eric-porres/#comments Fri, 22 May 2009 16:06:05 +0000 Underscore Marketing http://underscoremarketingcom.siteprotect.net/?p=220 Have a listen to a conversation with Tom Hespos and Eric Porres on social marketing, moderated by Scott Hoffman, the Chief Marketing Officer for Lotame.  It was broadcast on Blog Talk Radio and available for your listening pleasure now!

Social Marketing: A conversation with Tom Hespos and Eric Porres

]]> http://www.underscoremarketing.com/2009/05/22/social-marketing-a-conversation-with-tom-hespos-and-eric-porres/feed/ 0 Could The FTC Kill Social Marketing? http://www.underscoremarketing.com/2009/04/09/could-the-ftc-kill-social-marketing/ http://www.underscoremarketing.com/2009/04/09/could-the-ftc-kill-social-marketing/#comments Thu, 09 Apr 2009 12:47:14 +0000 Tom Hespos http://underscoremarketingcom.siteprotect.net/?p=246 This is a big deal.  That Financial Times article was the article most forwarded to my inbox last week, so I decided to write about it.

(Okay, so that’s not the headline I would have written, but it’s not too far off.)

There are two things to be really, really ticked off at.  Let me put my marketer hat on first:

Revised guidelines on endorsements and testimonials by the Federal
Trade Commission, now under review and expected to be adopted, would
hold companies liable for untruthful statements made by bloggers and
users of social networking sites who receive samples of their products

So I should stop recommending sampling programs to my CPG clients?  After all, if I happen to be passing out samples of laundry detergent in the park one day and some crazy blogger takes it home and claims on his blog that it tastes great when he sprinkles it on his Rice Krispies in the morning, I could get sued.  So in a world where anybody can be a blogger, can sampling programs survive?

Now let me put my blogger hat on for a second.

The guidelines would also hold bloggers liable for the statements they make about products.

The Internet’s effect on product design, development and marketing has been intense.  Manufacturers are better for it.  There’s no lack of consumer opinion, and if you make a superior product that people like, a groundswell of social media activity will help sell it for you.  Make something crummy and people will read the reviews and learn not to waste their time.  This dynamic would be completely and utterly screwed up if the FTC were to start suing bloggers for offering up their opinions on products.  Talk about throwing the baby out with the bathwater…

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