Facebook is rolling out a series of changes that  may require swift action by marketers. The disappearance of the “Boxes” tab, narrowing of custom tabs and discontinuation of iFrame use – all likely by the end of February – leave little time for the modifications that will shape how the social media-using public perceives your brand. Unless you’re sticking to out-of-the-box functionality (which means you’re leaving ROI on the table), you have a little over a month to prepare. Read the rest of this entry »

Celebrities, spokespersons and other prominent personalities are flocking to Facebook. It enables them to expand their reach beyond a particular media or social venue and connect with existing and new audiences through a channel known both for reach and flexibility … yet many take advantage of neither. Instead, they use default Facebook functionality, which offers little advantage over the average user, let alone other recognized names. So, when enter:new media began to work with international polo star Nacho Figueras on his Facebook presence, we emphasized that there were no boundaries. Forget the confining structures seen by the average Facebook user, we explained, and there is no limit to the fan experience that can be delivered. Read the rest of this entry »

The luxury market resisted online marketing for years, fearing brand degradation and that additional investment wouldn’t yield a return. Yet, this thinking is changing, quickly. The ubiquity of internet and social media use includes the high net worth market. Skipping the social media space thus means passing on a rare opportunity to engage the core market directly.

Versace decided to get in front of this trend. Rather than enter social media with trepidation, a common approach in the luxury apparel market, this premier apparel and accessories brand worked with enter:new media  to launch an integrated online-to-boutique concierge service to engage its customers through the holiday season, cultivate brand loyalty and infuse a personal touch into the online retailing environment. Read the rest of this entry »

To promote a brand through social media, sometimes, you have to focus on everything else. When we developed a social media marketing effort for YMI Jeans, it became clear that the target market was looking for more than the new styles and products that our client wanted to sell. To reach its goal, we created an integrated social media environment that used related information to attract likely customers and used it to draw them into a relationship with YMI.

We partnered with YMI Jeans to construct a customized social media presence that includes robust content development and community management for its blog, Twitter and Facebook … as a starting point. Of course, content has little value in front of a limited audience. To increase the value of YMI’s promotional material, we launched a collaborative initiative with musician Pete Wentz and his clothing line, Clandestine, to increase brand visibility, drive sales and attract social media users into an ongoing relationship to use as a foundation for future revenue generation.

For YMI Obsessed, our client’s blog, we conducted an interview with Wentz, using the content to drive membership on YMI’s fan page and to generate activity on Twitter. Proactive media outreach expanded the interview’s online footprint, as several high-profile, highly trafficked blogs picked up the story and made the interview YMI’s most popular blog post. After the initial spike, we found an increase in the traffic baseline, indicating that core readership increased substantially.

Read the rest of this entry »