E: yoohoo@brandmetta.com | T: 916.293.8821

influencing the influencer.

influencers

Technorati’s 2013 Digital Influence Report is out and, oh boy, we are geeking out with this 34 page of information packed report. Some take-aways from the report that resonated with us:

  1. Brands expected to increase their social media spend by 40% in 2013
  2. Bloggers and influencers ranked high in consumer trust, popularity, and buying influence
  3. HOWEVER, brands are only spending 11% to reach influencers

If you get those three points above, you get the importance of this. We know this is a fantastic strategy as two of the national consumer brands we wrote marketing strategies for has “targeting the influencers and bloggers” as a key pillar to their products’ successes in the marketplace – two years ago. We couldn’t agree more with this report.  Read more…

feeling mugged.

SmugMug, a photo sharing/storage/commerce site, announced to its customers via email on the Friday prior to Labor Day weekend its new pricing structure, particularly the pro accounts. According to some customers, prior to the announcement the packages were Basic, Power, and Pro. Pro was ~$150/year (customer of ten years even enjoyed the ~$99/year rate). Now, Pro is split into “Portfolio” and “Business” accounts with $150 and $300 per year respectively.

The backlash was immediate and we are sure the management at SmugMug will issue some kind of damage control ala PR crisis communiqué Tuesday morning to placate the growing dissent amongst its user community; many of them previously loyal for almost a decade. As of this morning, we saw over 320 pages of comments on SmugMug’s official blog regarding its price increase.

angrycrowd

Granted, this pricing structure compared to their competitors is actually not that bad. So what went horribly wrong?
continue reading…

a marathon, not a sprint.

By now many of you have been shocked an awed by the Lance Armstrong media circus surrounding him being stripped of seven tour titles. Mind you, he still claims his innocence, but as speculations of corruption and conspiracy theories fan the PR flame, we can’t help but wonder about the Livestrong brand?

Even bigger than the Livestrong brand is the love story between a brand and a person. We’re talking about Nike and Lance. Niking is sticking with Lance through thick and thin. If you think about it, Nike has been known to stick by their troubled athletes like Tiger Woods and Kobe Bryant. Not wavering in the wind, Nike was bold and resolute to ride it out with their athletes.

lance continue reading…