A new study study by advertising firm MS&L’s influencer-marketing unit reveals that some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio. This is startling news. What’s even more startling is that the Ad Age story says nothing more about this finding, instead concentrating the rest of the story on Web behavior.
Consumers clearly like online vehicles that let them personalize silly messages. Ace Hardware’s “Ace Your Face” campaign allows users to upload photos and craft them into a wide selection of customized holiday scenes that the company itself describes as over-the-top and kitschy. The site attracted 60,000 people in its first two weeks, and the number is expected to build as the holidays near.
Meanwhile, OfficeMax’s classic “Elf Yourself” holiday promotion is running strong after three years. In the first three weeks of this campaign, 57 million people have personalized their elves.
People planning to stay in New York’s Pod Hotel can now join a private social network that’s limited to guests who have already booked one of the hotel’s 347 rooms, which run between $99 and $200. Quoting: “On the site they can network with other guests weeks before their stay, coordinating meet-ups through common and pre-conceived experiences like “Drink with Me,” “Eat with Me,” “Shop with Me,” and “Go Out with Me.”” Apparently, this networking with total strangers is very popular, as the hotel’s revenues have jumped 400% in two years.
List of blunders and advice on how to avoid them
Overdrive Interactive has a nice clickable map of the best social media resources. It’s dense but well organized.