- IAB UK Home
- /
- Internet marketing
- /
- Internet marketing guides
- /
- Social media
- /
- Social media handbook
- /
- Introduction
Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Introduction
ny Amy Kean, Senior PR and Marketing Manager, IAB
‘Social media’ is more than a concept, and certainly more than a simple add-on to the rest of your campaign activity. Social media is more than a simple PowerPoint slide full of ‘web 2.0 logos’, and it’s no good to us marketers unless we know how to use it. Social media is a dynamic, exciting, and relevant communications tool, and highly effective in engaging consumers. But we all knew that already, right?
There have been some truly amazing and inspired campaigns in 2008 which really made the most of what social media offers. We’ve had the Facebook, MySpace and Bebo success stories, where brands have penetrated an already-popular online presence with engaging content that people actually want to interact with - O2 and Cadbury being great examples. There’s been the standalone activity that has successfully tapped into the very essence of the online community, like Balloonacy, from Orange – the first ever balloon race across the internet. A fan of widgets?
In terms of creating useful online applications that get right in front of consumers on their own terms, there’s been loads of brands who have flown the flag: UPS have done it to stay ahead of their competitors; so have Cancer Research, with a Google application which measures your alcohol intake; Amazon’s full of them and even Kimberly Clark have embraced these branded utilities (don’t ask!). All this is in addition to the hundreds upon thousands of conversations that take place online every day about brands, products and services, whether you want them to or not.
In July 2008 we launched the IAB Social Media Council – a group comprising all the UK’s major players in this space, established to help advertisers fully understand the formats available, and how to use them. One of our first jobs was to produce this handbook, and in the next fifteen or so chapters we’ll show you how to do it properly. With essays on the rise of social platforms, their role in the media landscape, the art of conversation, a ‘how to’ of online PR and blogging, plus ‘social’ display advertising alongside sections on integration, planning and measurement, concluding with a compulsory look to the future (phew!),
we think we’ve done a pretty good job.
‘Social media’ is more than a concept, and certainly more than a simple add-on to the rest of your campaign activity. Social media is more than a simple PowerPoint slide full of ‘web 2.0 logos’, and it’s no good to us marketers unless we know how to use it. Social media is a dynamic, exciting, and relevant communications tool, and highly effective in engaging consumers. But we all knew that already, right?
There have been some truly amazing and inspired campaigns in 2008 which really made the most of what social media offers. We’ve had the Facebook, MySpace and Bebo success stories, where brands have penetrated an already-popular online presence with engaging content that people actually want to interact with - O2 and Cadbury being great examples. There’s been the standalone activity that has successfully tapped into the very essence of the online community, like Balloonacy, from Orange – the first ever balloon race across the internet. A fan of widgets?
In terms of creating useful online applications that get right in front of consumers on their own terms, there’s been loads of brands who have flown the flag: UPS have done it to stay ahead of their competitors; so have Cancer Research, with a Google application which measures your alcohol intake; Amazon’s full of them and even Kimberly Clark have embraced these branded utilities (don’t ask!). All this is in addition to the hundreds upon thousands of conversations that take place online every day about brands, products and services, whether you want them to or not.
In July 2008 we launched the IAB Social Media Council – a group comprising all the UK’s major players in this space, established to help advertisers fully understand the formats available, and how to use them. One of our first jobs was to produce this handbook, and in the next fifteen or so chapters we’ll show you how to do it properly. With essays on the rise of social platforms, their role in the media landscape, the art of conversation, a ‘how to’ of online PR and blogging, plus ‘social’ display advertising alongside sections on integration, planning and measurement, concluding with a compulsory look to the future (phew!),
we think we’ve done a pretty good job.
