Archive for February, 2011

As companies try to figure out how to make Twitter into an effective marketing tool they might want to take a look at th the Kardashians –
they’ve certainly made it work for them.

“Kim now charges as much as $25,000 to simply mention and link to a brand or company in a tweet. It’s so effective a tool that businesses have begun including Twitter clauses in their contracts with the family, committing the girls to a set number of tweets about their product.

‘I see a Twitter clause in almost every contract,” says APA’s Brian Dow, who works with the family on the majority of their commercial interests (WME represents the Kardashians as their talent agents). “It’s like having a photo run in a magazine. It’s another impression for a brand and another medium.’” (Hollywood Reporter)

The question becomes – once  people realize tweets are paid for – essentially ads – will that matter? Maybe. Maybe not.

See Social Media Plans

While Groupon has been getting crucified  for its Super Bowl commercial (justifiably), its heart is in the right place, as a good deal  of the proceeds go to the cause it support.

The problem was the execution of the commercial. Both the copy and the direction.  After a serious intro about the problem in Tibet, suddenly Timothy Hutton brightens up (bad direction), and says, “But they can still whip  a mean curry,” or something like that. “Whip up a mean curry!” The tone of those words just defeats and trivialized what they had just set up.

A smoother, more in tune  transition  was called for. Something about how the culture and tradition of  Tibet is seen in wonderful Tibetan restaurants like this one….then something about Groupon making it easy and affordable  to enjoy and support these restaurants.

Their intention was commendable. But the execution pretty much negated it and sullied their reputation.

One of the keys to the Huffington Post’s success and getting bought for $315 million is its adept use of SEO copywriting. Headlines and stories are written with one eye to the search engines. In some cases it has both eyes fixed on Google.

Here’s an example of its smart SEO copywriting, creating search engine bait to take advantage of big events.

“Huffington Post is a master of finding stories across the web, stripping them to their essence and placing well-created headlines on them that rise to the top of search engine results, guaranteeing a strong audience. For instance, on Sunday it posed an article that was pure search engine bait, “What Time Does the Super Bowl Start”? 
(Source: New York Times, 2/9/2011)

Check out SEO copywriter for search engine bait that stimulates targeted traffic to your website.