Mark Rogers

Marmite vs Oxo: A Tale of Two Brands

Why do some brands make it into your basket while others stay on the shelf? What makes us want to buy one and not the other? Is it solely their inherent quality or is there something else at stake? A branding expert would say that this is no accident: it’s the emotional tug of a successful brand at work.

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Advertising on Facebook – After f8 the Unsolved Problems Linger

Facebook’s f8 announcements could have been designed exactly to address the worries we recently aired about how the social network works for brands. Facebook is striving to be effective for brands in the way in the way Google is, by being useful without being intrusive.

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Can Facebook Work for Brands?

All this summer we have been looking at the effectiveness of Facebook for a variety of big brand customers.

Here is what we have discovered, and for Facebook it doesn’t make pretty reading.

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The Brand Commandments: 1. Thou Shalt Be Useful

One of the key questions for a brand online is: where do I fit in? How can I join the conversation? Of course, it all depends on the brand how you can answer that question. Some brands are naturally the answer to a problem. Some brands clean floors, or fill in your tax return for you.

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Problems with Social Media Technologies

In the summer Hyper Happen’s Asi Sharabi wrote an anguished post about dealing with the output from social media dashboards. Luke Brynley-Jones, who is putting together a panel at Monitoring Social Media next month, asked me to talk about it. At the risk of “scooping” my contribution, this is what I wrote:

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FA Cup Tie, Interrupted

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Measuring Social Media (3) - Podcast Interview with David Armano

by: Mark Rogers

David Armano of Critical Mass, author of an excellent blog on social media - what he calls micro interactions - gives us his perspective in a podcast interview (10 mins) on ways to measure in social media, and how to judge ROI.

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Media (and Buzz) Moves Online

by: Mark Rogers

The huge success of Tina Fey’s Saturday Night Live parodies of Sarah Palin (see below) has pointed up something the TV networks increasingly see as a great new opportunity.

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Measuring Social Media

by: Mark Rogers

How do you build brands post-Google?

As the recession begins to bite, brands are finding that getting through to customers is tougher than ever.

Offline advertising is showing diminishing returns. McKinsey predicts that by 2010, traditional television advertising will be one-third as effective as it was in 1990.

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Measuring Word of Mouth

by: Mark Rogers

How do you measure word of mouth? The increasing importance of social networks to brands and advertisers has raised this problem very sharply in the last few weeks. Media owners, pharmaceutical companies, automotive manufacturers all need to know the same thing: how am I doing?

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