Survey Says, Social Media Works

"Marketers dedicating more resources to social media marketing this year should be pleased to learn that new data suggests they’ll be seeing returns on their social investments. According to WebMarketing123‘s State of Digital Marketing report, B2C [business to consumer] and B2B [business to business] companies are winning leads and sales across social networks" (Survey: social marketing, 2012, Aug. 31).

Works Cited

Survey: social marketing drives sales, experts enhance success (2012, Aug. 31). Brafton.com. Retrieved from <http://www.brafton.com/news/survey-social-marketing-drives-sales-experts-enhance-success>.

Facebook's Ad Revenue Not as High as Expected

"eMarketer estimates that, while robust growth rates will continue for the foreseeable future, advertising revenues at Facebook will not fly as high this year as earlier predicted.
Ad revenues at the social networking giant will continue to rise this year, though at a significantly lower rate than in the past. Revenues will reach $4.23 billion, up 34.1% over 2011, and eMarketer predicts revenue increases in the double digits to continue through 2014, when Facebook’s worldwide ad revenues will reach $6.81 billion" (Reduced estimate, 2012, Aug. 31).

Works Cited

Reduce estimate for Facebook revenue (2012, Aug. 31). eMarketer.com. Retrieved from <http://www.emarketer.com/Article.aspx?R=1009314&ecid=a6506033675d47f881651943c21c5ed4#8rpdYDodbQEC8atM.99>.

Facebook Goes after Voters

"The Facebook Exchange is open for political business. Two digital ad firms that offer voter file-driven ad targeting are now part of the social giant's growing group of third-party partners. This week, Intermarkets and CampaignGrid said they are part of Facebook's real-time exchange, which opens Facebook Marketplace display ad inventory - the ads that sit on the right rail of the page - to advertisers buying through those outside ad firms" (Kaye, 2012, Aug. 30).

Works Cited

Kaye, Kate (2012, Aug. 30). Voter file data comes to Facebook. ClickZ.com. Retrieved from <http://www.clickz.com/clickz/news/2201998/voter-file-data-comes-to-facebook-ads>.

The Year of Mobile

"According to IBM and many other industry observers, 2012 is shaping up to be the year of mobile. As brands roll out new apps and optimize email and websites for customers using mobile devices, one particularly rich area for growth has been mobile search. But while marketers invest more and more in engaging customers who are seeking products or services through smartphones, many believe mobile search engine marketing (SEM) has much further to go. In areas such as tracking, geolocation and ease-of-use, mobile search appears poised for significant growth" (Palmer, Deluna, 2012, July 1).

Works Cited

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Palmer, Alex, and DeLuna, JoAnn (2012, July 1). Pinpointing mobile search. DMNews.com. Retrieved from <http://www.dmnews.com/pinpointing-mobile-search/article/246825/>

Marketing Tweet Sent to Republicans during the Convention

"The Chesapeake Energy Corporation rarely gets buy-in to spend the bulk of its media budget on digital, but it got just that for its efforts around the Republican National Convention [in Tampa, FL].
The firm and its CNG [compressed natural gas] Now initiative are ...promoting the benefits of using natural gas...It's targeting convention-goers who search for popular terms related to the event - like #RNC - with ads on Twitter. Some push its energy message, but others are more direct" (Kaye, 2012).

Works Cited

Kaye, Kate. (2012, Aug. 28). Natural gas group targets RNC-goers on Twitter. ClickZ.com. Retrieved from: <http://www.clickz.com/clickz/news/2201303/natural-gas-group-targets-rncgoers-on-twitter>.

Silverpop Helps with Marketing Automation

"Silverpop (a digital marketing technology providing unified marketing automation, email, mobile and social campaigning) is claiming a 40% increase in closed new business and more than 100% gain in Professional Services contracts compared to the first half of 2011; also, that it now manages the marketing campaigns of more than 5,000 brands.

"Never heard of them? You have probably heard of those brands, which include Arby's, Carfax, RSPCA, Aquent and Dairy Queen (among dozens of others). A Forrester Consulting study commissioned by Silverpop in the first half of 2012 indicated that 8 of 10 marketers surveyed feel that marketing automation will increase the efficiency of their marketing processes and more than half plan to increase their number of automated campaigns over the next 12 months" (Silverpop tops, 2012, Aug. 27). Read more.

Works Cited

Silveropop tops 5,000 brands. (2012, Aug. 27). MarketingVox.com. Retrieved from: <http://www.marketingvox.com/silverpop-tops-5000-brands-051452/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink>.

Instagram Beccoming Important Social Media Site for Marketing

"Market research firm comScore recently reported that Instagram was the top gaining website for July, adding 38 percent more traffic from June. While the strong month was not enough to propel Instagram into the top 50 web properties, its growth demonstrates the value of making Instagram a part of social media marketing campaigns.

"According to the study, Instagram also saw its unique traffic grow from 16.5 million visitors to more than 22.7 million. While the photo-sharing platform recently reported more than 80 million people use its mobile apps, most don't actually navigate to Instagram.com. Still, its consistent improvements in website traffic are a sign that more people are using the site and researching the service for personal or marketing use" (Instagram: July's top 2012, Aug. 27). Read more.

Works Cited 

Instagram: July's top gaining site, visual content growing (2012, Aug. 27). Brafton.com. Retrieved from: <http://www.brafton.com/news/instagram-julys-top-gaining-site-visual-content-growing>.

Welcome to English 202

Welcome to English 202.

Various individuals have given English 202 different names. The school calls it advanced exposition. I call it business writing. I should rename it "Reading and Thinking."  The name probably sounds odd or too elemental. Not so. Most individuals do too little of both--in the world of school and the world of business. As you will hear me say, probably more than once, "We think we think more than we think."

To perform at an average level in this class, you will need to read all the assignments and more about Internet marketing.You will read to have information that your imaginations will re-formulate into unique concepts. When you do that, writing becomes easier, and you will hold the attention of a reader--a person with blood in his/her veins, who gets bored, who wants information, who does not give a darn about you or me because in the end reading is an egocentric act.

To achieve above-average work, you must think--not merely parrot (repeat) the ideas you will have read and those you hear about in class. In other words, you must learn how to integrate new ideas with old ones in order to create a different perspective for the reader. Otherwise you are wasting the reader's time.

When you write to another individual, you ask him/her to surrender her time to read your ideas. Why should the reader trouble herself with your ideas? Are you offering the reader [teacher, classmate, business associate] a "new" way of seeing a problem? Are you proposing a concept that will make the reader's life easier? Are you advancing knowledge--whether the subject is particle physics or the latest cosmetic disaster for a pop diva? Are you offering your ideas clearly and logically--based on standard American English? In other words, the average reader (not your friends reading a tweet) wants to know what she is getting out of reading your work.

You,therefore, earn a reader's respect by offering her a new perspective or new idea in a format that makes it easier for the reader (not the writer) to understand. If you cannot achieve that, you fail--in business and in this classroom.

How do you come up with new ideas or perspectives? Reading. And you do not merely repeat what you have read. In that case, you only rehash information that a reader already could access. You read to pick up facts and ideas from experts in the field. You then take that information and integrate it into how you think. Eventually an original idea or perspective (original for you) will come out.

For this class, you will need a computer with Internet access. Use your own, a friend's, or one of the many in the school's library. Will I tolerate the excuse my computer crashed and I lost all my work. No. Save your material on a thumb drive, portable hard drive, or to a storage system on the Internet, such as Google's G-Drive (it's free if you have a Google account, which is also free).  and a office suite product. Use your own, a friend's, or one of many in the school's library.


You will need an office suite, such as Microsoft Office. (Microsoft Works will not work in this class.) You can get free office suites: OpenOffice, Libre Office, and IBM's Symphony. I use OpenOffice and Libre Office. They are excellent products that are compatible with Microsoft Office. The three have word processors (like Word), presentation software (like PowerPoint), and spreadsheet software (like Excel). OpenOffice and Libre Office also have graphics and data base management software. All three products have been around for more than a decade. They are reliable. If you have a broadband Internet connection, downloading will take about three minutes and installation about 20. OpenOffice and Libre Office work on PCs and Macs.

You will not need to buy a text. I provide you your reading material through links on the syllabus. You can access the syllabus from the class web page: http://www1bpt.bridgeport.edu/~jconlin/. Here are the links that you need for now.

Syllabus: <http://www.bridgeport.edu/~jconlin/Fall2012English202.pdf>
Course Description: <http://www1bpt.bridgeport.edu/~jconlin/CourseDescription.pdf>
Class Webpage: <http://www1bpt.bridgeport.edu/~jconlin/>
Class Blog: <http://dana238.blogspot.com/>

Start the semester right. Read the syllabus.

Finally, you will use APA citation formats for everything that you write this semester. Most students already have learned, and maybe mastered MLA. APA is not that different. Scroll down two posts and you will find the format for APA. Why am I making you use APA? Because UB's Business School has designated APA as its citation method of choice and the citation method that its MBA students must use. You can see examples of APA citation (intext and works cited listing) in the previous two posts.

See you tomorrow.

Facebook Releases Sponsored Search Results

"Facebook has fully rolled out sponsored search results, which allow marketers to target users searching for content or pages within their industry on the social network. As with other sponsored search efforts, companies can pay for placement atop suggested search results within Facebook to drive traffic to their brand Pages on the social network" (Facebook rolls, 2012)

"Facebook rolls out sponsored search results for marketers (2012, Aug. 24). Brafton.com. Retrieved from: <http://www.brafton.com/news/facebook-rolls-out-sponsored-search-results-for-marketers>.

Consumers Behave Differently on Social Web Sites

"The social-media world is often criticized for introducing new metrics [a way of measuring the demographics of a media] to marketers who want to better understand the social space and the effects it can have on a product or service. Why introduce new metrics, skeptics say, when the data landscape is already complex and confusing? Do we really need this, given the tried and true metrics of digital-media buying in use for the past decade? Let's take a step back. What is a metric? It's a standard of measurement. In advertising it is designed to define a specific type of consumer behavior, be it attention-centric (clicks, impressions, etc.) or more direct response-oriented (sales, conversions, etc.).There would be no use for new metrics if consumers on social platforms behaved as they do when on any other website. But consumers do behave differently when using social platforms and there are some key reasons why" (Sethi, 2012)

Sethi, Nikhil (2012, Aug. 22). "Do we need new metrics for social media. Yes, and here's why." AdAge.com. Retrieved from: <http://adage.com/article/digitalnext/metrics-social/236810/>

Different Industries Have Different Success with Facebook

"Facebook advertising-solutions company AdParlor analyzed the CPC and clickthrough rates on Facebook for more than 1,000 ad campaigns purchased through the company between September 1, 2011, and February 27, 2012," according to eMarketer. "The analysis found that some industries see more interest from consumers on Facebook than others. Industries typically perceived as more exciting saw a higher average daily CTR, with ads for movies and entertainment performing nearly five times as well as those for banking services." Read more. You might find that the data in the charts helpful when writing about a company.

Top 50 Users of YouTube Channels

"Socialbakers, a social media statistics portal, has decided to create a monthly infographic showing the top brands in the space," reports Marketing Pilgrim, thereby providing a source of companies for your long reports. "We’re bringing you this information, because we feel there’s always something to be learned from those at the top of the heap. Also, because we like infographics. ...First, let’s look at the Top 10 YouTube Brand Channels based on views. A deodorant for men tops the list with a drink aimed at adventurous men right below it. You have the game oriented EA and Playstation. Nikefootball and Volkswagen are also decidedly male. (Noticing a trend here?)" Read more. You should also go to the Socialbakers website found with the link above.

Top 50 Brand Marketers

"As marketers pursue their own content marketing strategies, they'll need a roadmap of the content marketing landscape, a guide to the precedents set by the pioneers. For that reason, we've compiled this list, 'Top Brands in Content Marketing in 2012,'" according to ClickZ. "We conducted a study analyzing top content marketing operations, evaluating them through qualitative and quantitative measures of their websites, content, and search and social efforts. Our lead findings are presented in the following slideshow." Read more for possible sources for your long report.

Consumers Recommend Brands

"Zuberance recently reported that the web has provided multiple channels for consumers to influence their friends, colleagues and others in terms of purchase decisions. The study suggests that social media marketing and website content can help businesses appeal to these brand advocates," according to Brafton News. "According to Zuberance, 38 percent of web users have recommended between five and nine brands to their friends and other web contacts. All of the users studied advocated at least one company, and 30 percent recommended between one and four businesses or other organizations." Read more.

B2B Customers Engage with Content Marketing

"A study from the DemandGen Report suggests that B2B companies can target new prospects with engaging and relevant content. At times, it can be difficult for companies to create this content effectively; however recent data demonstrates custom content marketing is quickly becoming a competitive necessity," according to Brafton News post. "DemandGen found that 90 percent of purchase decisions by B2B buyers begin with exposure to content marketing material. These professionals are bombarded with promotional information constantly. Creating original content that demonstrates the value of a product or service can be as compelling as any sales pitch." Read more.

Unilever Courts the Latino Market

"Unilever's Vivemejor, launched in May 2007 as a website and magazine for Latinos, has since expanded its presence to Facebook, YouTube, and Twitter," goes a ClickZ post. "In an email interview, Russel Lilly, Unilever multicultural marketing director, discussed the consumer packaged goods brand's approach to connecting with a community." Read more.

Track Your Bud

"Budweiser has introduced a digital campaign called "Track Your Bud." It urges consumers to trace the origins of the beer they hold in their hands to one of Budweiser's 12 U.S. breweries, via a QR Code," reports Marketing Vox. "Consumers use their smartphone to scan the QR code on Budweiser packaging and download the free "Track Your Bud" app. Or they can visit TrackYourBud.com." Read more.

Prez Spent $10 Million Online Already

"Online ad spending by President Obama's reelection campaign has reached over $8 million." So goes the ClickZ post. "When combined with web ad spending by the Democratic National Committee, the number tops the $10 million mark. By the end of January, GOP presidential candidates and the Republican National Committee together had spent just half that amount." Read more.

Hyundai Brands with the Oscars

"Hyundai was one brand determined to make the most of its Oscar airtime this year, and it certainly delivered," says ClickZ. "As the official automotive sponsor of the broadcast, it ran several new TV spots, but the two most notable were directed by past Academy Award nominee Wes Anderson to showcase the new Hyundai 2012 Azera. One of the clips was an amusing montage referencing several famed Hollywood films, while the other highlighted the car's comfortable (and "quiet") interior." Read more.

Ciroc Vodka Tweets Its Super Bowl Ads

"If it doesn't run on TV, can it still be considered a Super Bowl commercial? That's the question that Ciroc, the vodka from hip hop impresario Sean 'P. Diddy' Combs, set out to answer last month," reports ClickZ. "Working with its in-house ad agency, Blue Flame, Ciroc created a series of 15-second videos featuring Combs doing things you wouldn't expect of him, like bull fighting and curling. One of the ads showed Combs dancing salsa – a nod to the salsa dance that Victor Cruz, wide receiver for the New York Giants, performs every time he scores a touchdown.
When Cruz scored his first touchdown in the Super Bowl, Ciroc and Combs leapt into action: They tweeted the salsa ad and dedicated it to Cruz." Read more.