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Googlebot Visits Overdrive for Halloween!A Googlebot, is Google's web crawling robot that finds webpages and turns them over to Google's indexer - this is Jonah's visual interpretation:  The aluminum arms made for some candy-eating difficulties...  We always knew Bianca had soft spot in her heart for Googlebots! Other people around the office wanted in on the Googlebot action - first up, Harry: John and Helidon: Ty and Andrew: The official name tag of a Googlebot Labels: Campus Life, Google Advertisers Take Advantage of Dynamic Ads In Video GamesAdvertising in video games is nothing new. As far back as the late 80’s, there have been movie tie-ins, product placements, and even full games based around advertising campaigns. Domino’s Pizza released a game in 1989 based around their ‘Noid’ campaign in which players had to “Avoid the Noid” (he ruins pizzas!). Nearly 20 years later, the gaming industry has come along way. Up until now one of the big problems with advertising in games was that your ads had to be hard coded into the game and would remain there forever. Obviously this posed a problem; campaigns change, logos change, but there was no way to change an in-game product placement once it was there. Enter dynamic ad insertion. With the advent of online gaming and downloadable content, games are able to receive updates on a daily basis. This applies to in-game ads as well. Ads can now take the form of anything from a bottle of soft drink a virtual character consumes to a large billboard inside a sports stadium. 2005’s Counter Strike on the PC was the first game to feature in-game dynamic ads. Jump ahead to 2008. Gaming giant Electronic Arts (EA) is leading the charge, with dynamic ads in their widely popular sports and racing franchises Madden and Burnout, among others. The most notable campaign to date is presidential candidate Barack Obama’s in game billboard ads, geo targeted to gamers living in swing states in the upcoming election. EA also has plans for movie posters and actual placements in their February 09 release of their newest SIMS title. So what does the future hold for in-game advertising? Analysts predict that by 2010,in game advertising will be a $1 billion industry, with no signs of slowing. The current economic recession may also be a key factor in growing the industry; "In-game advertising may become a popular means of marketing in a recession because it encourages an escapist mind-set", said Amanda Richman, senior VP-director of digital services at MediaVest. The desire to "escape" economic woe contributed to a boom in the movie industry during the Great Depression, and video games may be filling that role during this time period. Labels: Advertising, In-Game Advertising, Industry, Online Media Fall PotluckThe categories: 
Meryl, proudly displaying her pumpkin roll and rocky road caramel apples - she swept the Fall-themed dish category! Bill's edible brain:  Tim's McDonalds cheeseburgers - great last minute idea! Ty's dish: fried Twinkies and Milky Way's - definitely wasn't in the running for most nutritious dish...  Mel and Bianca enjoying the festivities Laura and Meryl in a food-lovin' action shot Congrats to the winners! Tim (cheeseburgers - best last minute meal), Laura (chili - most stomach satisfying dish), Meryl (pumpkin roll - best Fall-themed dish), Ra (pear salad - most nutritious dish), Bianca & Barb (sandwiches/mustard/mayo - best use of a condiment) Labels: Campus Life Six Crucial Tips From the Media GuyI'm often vexed that online media professionals are typically 100 percent on the hook for a campaign's performance when the creative typically determines whether a well-planned and -targeted campaign succeeds or fails. People often forget that media will only put you in front of the right people, while the creative (banners and landing pages) make people react, interact, click, take action, and convert. This occurred when I was involved with a small campaign for a business-to-business (B2B) tech company. It had a product for bank IT staffers, and we placed ads on Bank Systems and Technology, BankInfoSecurity, "Banking Technology" magazine, and more. All the stars seemed aligned on this one, the media hit the target square on the head, and the offer in the banner was a valuable report from well-known analysts. The campaign tanked. The client quickly blamed the media plan. However, if we couldn't generate interest for a banking technology industry report on a site like Banking Technology, this company had a bigger problem than a bad media plan. The real problem was the creative was provided by another agency that didn't know what it was doing! First, the banner was a ultra-creative and so ethereal that people didn't get it. People had to think way too much to discover the product and offer relevance. Second, and this was the bigger problem, the offer didn't appear for 19 seconds. Who' s going to wait for 19 seconds in a looping banner to see an offer? Read more... Labels: ClickZ, Online Media, Strategy Setting The Tempo With ClientsWe've all had high demand clients. The ones who call 3 times a day, question every move you make, and are always wondering if deadlines can be sped up. While situations such as these can be quite trying and even a bit frustrating, those high demand clients can also provide a great challenge and in the end make you a better marketer. However, what do we do with the clients that are not so demanding? The thought of a complacent client might seem nice to those who are mired in extra work, but, as the old adage goes, be careful what you wish for. Clients who don't ask for much can come with their own problems. The following are some of the pitfalls one can encounter when dealing with a complacent client, and some strategies to avoid them. Being Caught Empty Handed Everyone is busy, and if a client is not asking for something, it's easy to let the deadline slip. However, you never know when they'll come around asking for things. The last thing you want is to be caught empty handed. Even if the client doesn't seem involved in a project, that doesn't mean you shouldn't be either. Missed Opportunities Even if your project with the client is not moving forward, that doesn't mean that other aspects of the client's business are not expanding. If you're not top of mind with the client, then your chances of being offered new business opportunities have just gotten a lot slimmer. Less of a Chance to Continue Business This one is similar to the above. When it comes time to renew your contract, clients want to know what you've done for them lately and what your plans for the future are. If you don't have all that much contact with them, it becomes tougher to build your relationship and makes it much more difficult to justify another year of service. There is a lot one can do to avoid the above situations. While the below tactics should really be used for any client relationship, they can be especially useful for clients who are sometimes less than top of mind. Schedule Regular Meetings These don't have to be weekly, and chances are there are deliverables at regular intervals that should be discussed with more than an email. Scheduled meetings allow for both you and the client to sit down and review the current issues and what is coming up in the near future. Present New Business Opportunities Presenting new opportunities to the client does two things; it increases the potential to grow the business, and it shows that you are thinking about the client. Even if nothing comes from a new business presentation - and sometimes it won't - it can help prime the client to think of you for their next big project. Constant Contact This ties all of the above points together, and is really what setting the tempo is all about. Maintaining constant contact with your clients is vital to a healthy relationship and let's them know that you are serious about their business. Clients need to know that they can count on you to be a resource for them, which makes you look good and will help grow the business in the long run. Maintaining a constant stream of contact, even if some weeks it just amounts to a quick email, is the best thing you can do to maintain your client relationship. With the points outlined here, you should be adept at maintaining any client relationship. If you can set the tempo with a client who doesn't seem involved or is slow to return correspondence, it makes you look good and will help foster potential growth opportunities for your business. Me Gusta OprahOprah en Espanol? The Oprah Winfrey Show is now available in Spanish, thanks to close-captioning and SAP (Secondary Audio Programming). This means that Oprah (and her team of brand marketers) are finally taking steps to tap into one of the largest and fastest growing segment of the US population. Muy bien. However, is this enough? Maybe this is just their way of dipping their toes into the Hispanic waters, but having something translated into Spanish is definitely not what I would consider Hispanic marketing. In fact there is some backlash already, such as how the Huffington Post writes that this strategy seems to ignore a big chunk of Hispanics who could be Oprah's actual target market: the young, female, affluent, English-speaking, US-born Latinas. Hispanic marketing offers a big new world of opportunities - and it will be good to keep in mind that, according to the Annual Hispanic Summit, "Hispanic consumers are more sophisticated - and less constrained by cultural and economic factors - than marketers often assume." Thus marketing efforts should not just be about literal Spanish-language translations; instead it should be composed of richer, more creative, and culturally-sensitive components. For instance, AdWeek's Marketing y Medios showcased this article entitled "Not Lost in Translation" which gives some examples of good Hispanic marketing efforts, such as: - H&R block positioning itself as a "brand on your side" with its "estamos contigo" (we're with you) and "you got people" ads - Walmart's use of consumer insights to tweak its tag line from "Save Money. Live Better" to "Save More. Live Better" ("Ahorra Mas, Vive Mejor") - State Farm leveraging its MLB sponsorship with bilingual versions of the "State Farm Is There" ads The article makes a good point of how Hispanic marketing entails collaboration between the actual brand marketers and their agencies, and how "you have to figure out which of your brand drivers will work with Hispanic consumers".  Oprah is already considered a worldwide icon (she's not called the Big O for nothing) and her name itself could be enough to drive successful marketing campaigns. So despite the early criticisms, I'm sure that this move will still be well-received by A LOT of people. But this doesn't stop me from wondering: what's really the special sauce on Hispanic marketing and other multicultural media campaigns? A mix of strategic marketing, bilingual creatives, and targeted ads? As more and more marketers expand and test markets, I'm sure there will be a lot more to learn. Labels: Hispanic Marketing, Industry, Strategy LinkedIn To Offer Surveys to UsersLinkedIn, the social network for business professionals, launched LinkedIn Surveys today, which enables business-to-business (B2B) marketers to collect market intelligence from its users. LinkedIn's user base totals about 30 million professionals, of which about 13 million reside outside the United States. The expanded userbase can provide vital B2B information to marketers, who will also have the ability to categorize the responses by seniority in their company, age, function, country and company size. Dan Shapero, Director of Business Services at the LinkedIn Research Network, believes their users give LinkedIn a distinct research advantage over other data providers. "LinkedIn overcomes quality and authenticity issues that other sample providers face," Shapero went on. "Because of the public and self-policing nature of LinkedIn, members provide deep and accurate profile information and they update that information constantly." For their participation, users will be compensated; "Users will be offered rewards to share their behavior like cash incentives, donations to a charity of their choice, and merchandise," said Shapero. "The other reward is that this research might be used to improve the industries they work in." LinkedIn users that choose to participate will receive about four market research survey invitations per year, on average. ver time, Shapero estimates this figure will increase to one survey invitation per month. This could be a significant step forward in using a social media platform to garner vital data from their userbase. For more information, vist LinkedIn.com. - Bill Holmes Labels: LinkedIn, Social Media 2008 W3 Winners Announced: Overdrive Interactive Wins Two Silvers for Creative Excellence Overdrive Interactive, a Boston-based full service online marketing agency specializing in lead generation, brand building and customer acquisition, announced today that they received two W3 2008 Awards for Creative Excellence on the Web. Receiving over 3,000 entries, the W3 Awards honors outstanding Websites, Web Marketing, and Web Video created by some of the best interactive agencies, designers, and creators worldwide.  The following submissions were honored in various categories: · Harley-Davidson Expanded Paid Search Campaign won Silver in the Branding category for Marketing Effectiveness · LoJack Website won Silver in the Automotive category for Best Website: http://www.lojack.com/ “We are delighted to be recognized with the prestigious W3 Awards. To be recognized by a jury of your peers is definitely validating and an acknowledgement of the great work that Overdrive is doing on behalf of our clients.” commented Ty Velde, Director of Client Services. The W3 Awards honors creative excellence on the Web, and recognizes the creative and marketing professionals behind award winning Websites, Web Video and Online Marketing programs. Simply put, the W3 is the first major Web competition to be accessible to the biggest agencies, the smallest firms, and everyone in between. Small firms are as likely to win as Fortune 500 companies and international agencies. For more information about the W3 Wards and a complete list of the winners, visit: http://www.w3award.com/. About Overdrive Interactive Boston-based Overdrive Interactive (http://www.overdriveinteractive.com/) is a full service online marketing firm that specializes in branding and lead generation services using search engine marketing, social media marketing, online media planning and buying, email marketing, and web and application development. The agency serves a wide range of consumer and B2B Fortune 500 companies. Labels: Awards, Industry, Overdrive News Google's G1 Phone Launches Today Today Google took one more step towards complete world domination; October 22, 2008 marks the launch of the G1, Google's first foray into the mobile market. Built by HTC and distributed exclusively by T-Mobile, the G1 is the first mobile device to feature Android, Google's open source operating system. Android was developed by Google to be an open source operating system, meaning anyone can download the development kit and create applications that are downloadable through the Android marketplace. Combined with 3G mobile technology - allowing for fast wi-fi speeds - the G1 is set to make mobile internet much more accessible to everyone. So, what does this mean for marketers? Greater exposure across a wider range of media sources. In a March 2008 study by The Nielson Company, twenty-three percent (58 million) of all U.S. mobile subscribers say they were exposed to advertising on their phones in the past 30 days. Of those about half said they responded in some way. With the launch of the G1 and more phones on more providers on the way, it is becoming increasingly easier for users to access the internet via their mobile devices. This means more users online, seeing more ads, with a greater ability to interact with what they see. For more information on the G1, visit T-Mobile - Bill Holmes Labels: Google, Mobile Marketing, Search Engine Marketing (SEM) Mail GogglesWe've all heard of beer goggles, a slang term for a phenomenon of vision distortion due to alcohol consumption, but have you heard of mail goggles?? Earlier this month, Google launched (via Google Labs) a new feature called Mail Goggles, which would help you "stop sending emails you later regret" (check out the official Gmail Blog). Mail Goggles is basically a Gmail feature that kicks in late at night to make that the user really wants to send that email (and is in the right frame of mind, so to speak) by asking you to solve a few simple math problems before you hit the send button. This way, if you're Drunk, Dangerous, and at the Keyboard (as the New York Times so eloquently wrote), you'll have Google to thank for preventing you from sending that regrettable email (and if you're actually sober and actually really meant to compose that late-night email, then good for you. Just consider this another layer of "are your sure?" options). Right now, Goggles is only active between 10 am and 4 pm on weekends (supposedly the times when people need a double/quintuple check). Here's a sample that shows 5 simple math problems you'll have to solve to verify your state of mind:  To activate Goggles, Gmail users should click the "Settings" link at the top of a Gmail page, then go to the "Labs" section. There probably will be some controversy over this (if there's isn't any already) but people have to remember that Google always comes up with all sorts of funny/entertaining/useful beta programs through Google Labs (Forgotten Attachment Detector, iGoogle, etc). And sure, this is a cute novelty - but I wonder, how many people are really going to use this? And how much will it really help us? Just to be sure, I'm going to activate it on my account, and report back if it's ever really needed... Will you use Mail Goggles?? Cheers! Labels: Google Gaming for PresidentsPresidential campaigning has been taken to a new level. Holly Rockwood, director of corporate communications at Electronic Arts confirmed that Obama’s campaign has paid for advertising in Xbox 360’s Burnout Paradise. In-game advertising has only been around for less than 2 years so this is the first time that a Presidential candidate has paid for in-game advertising. At first I was shocked when I read about this on blog http://www.gigaom.com/, but I’m not surprised. This is not the first time that the Obama camp has embraced new media to reach the younger demographic. A recent blog posting on Driving Forward discussed how Obama is using text messaging and social media to capture the young and tech-savvy voters. As discussed, even though John McCain’s campaign is participating in paid search, he may be missing out on capturing the attention of this demographic once again in the virtual world. In-game advertising presents a huge targeting opportunity as well for the candidates, as ads can be geo-targeted to a user’s location, and to states that are under performing for the candidates. According to Brier Dudley of the Seattle Times in his blog entry from October 14th, Rockwood revealed that both Obama and McCain were approached, but Obama bought a series of ads to run on sports games, including Madden 09, Nascar 09,and Need for Speed Prostreet, in swing states such as Florida, Ohio and North Carolina. The ads, which will run from Oct. 6 through Nov. 3, will appear on games with realistic settings such as billboards on a highway.  Labels: Blog Outreach, Mobile Marketing, Obama Campaign, Paid Search, Social Media Marketing Search Marketing & Social Media Expert, Overdrive Interactive CEO Harry Gold, to Lead NEDMA SeminarBOSTON (Oct 14, 2008) — Harry Gold, online marketing expert and founder and CEO of Overdrive Interactive, has been asked to lead a seminar hosted by the New England Direct Marketing Association. The seminar, entitled “Search Engine, Blog and Social Media Marketing: Accessing the Critical Moment and Joining the Customer Conversation” is being held at the Microsoft Facility in Waltham, Mass., on November 21 from 9:00 a.m. to 3:30 p.m. “We know that search engines have become the #1 resource that consumers and businesses use to find and research products and solutions,” said Gold. “No other point of consumer contact has the same ability to access this critical moment when your target audience is seeking exactly what you are selling. When leveraged along with blogs and social media, there is an unprecedented opportunity for businesses to actually join the conversation with consumers and make lasting connections with them by weaving their content and messages into the social web.” This seminar will focus on the statistics, strategies, tactics and benefits of paid search marketing, search engine optimization, politically correct blog outreach and social media marketing. It will reveal the strategies and tactics of deploying and maintaining profitable search marketing programs, creating a strong presence in blogs and how to deploy a robust and lasting social media channel. It was developed for marketers from both the client and agency side. For more information, please visit http://www.nedma.com/events/. About Harry Gold Harry started his online career in 1995 when he founded Interactive Promotions and has been at the forefront in developing successful online programs for various agencies and Fortune 500 companies ever since. He is now founder and CEO of Overdrive Interactive, the online marketing agency behind highly successful search engine marketing, online media and social media campaigns for clients as diverse as Harley-Davidson, John Hancock, EMC, IBM, The Princeton Review, LoJack and Dow Jones. Harry is a frequent lecturer on search engine marketing, paid search management, social media marketing and online media for The New England Direct Marketing Association, The In-House Agency Forum, The Ad Club, UMass Boston, Harvard University and Boston University. He is also a recognized subject matter expert and columnist for ClickZ. For more information or to visit Harry’s blog, please go to http://www.overdriveinteractive.com/. Labels: Blog Outreach, Events, Overdrive News, Paid Search, Social Media Marketing Getting Savvy With Appsavvy: Measuring SuccessLast time, Chris Cunningham, founder and CEO of appssavvy, the largest ad network of social applications, described how some brands use application advertising. Here he describes adoption rates, CPM rates, and his prognosis for MySpace, Bebo, and Friendster in their rivalry with Facebook. Harry Gold: Why should online advertisers take advantage of social media applications? Chris Cunningham: In a word: engagement. Internet consumers are spending more than three times the amount of time utilizing social media applications over their profile pages. They're engaging with their interests via applications, interests like games, music, books, travel, and more. Brands that interact with consumers via social media applications in a contextually relevant fashion are seeing tremendous success, and as more and more consumers interact with social networks and applications the opportunity grows exponentially. HG: Do you see any danger in crossing the line when making an application too commercial or branded? Where is that line and how do you make sure you don't cross it? CC: Again, if it's contextually relevant the user won't mind. On the flip side, if a brand wants to build its own application its needs to provide some, actually a lot, level of utility and content. Our work with Alberto-Culver's V05 is an excellent example. It is also important for brands to understand that the mission should not be about pushing a message but rather bringing something to the party. Building applications only works if done the right way. HG: Is there any demographic info on application users you can give me? CC: It is really dependent on the social network. It is really that simple. For example, if Facebook's core audience is 14 to 35, that's the same demo appssavvy sells against on behalf of brands and advertisers. It is this reason V05 is on Facebook. It is also why Kohl's back to school application promotion was on Facebook and why movie studios, such as Sony Pictures and MGM, are reaching Facebook consumers via relevant social media applications. Read more... Labels: Application Development, ClickZ, Social Media Marketing Online Marketing Expert and Overdrive Interactive CEO Harry Gold to Speak at New Marketing SummitGold's presentation, entitled “Social Media Is About Socializing!” is scheduled for Wed., Oct. 15 at 12:10 p.m. Attendees will get to see how Overdrive Interactive enables clients like Harley-Davidson create robust, interconnected social media platforms and channels that embed high-quality brand-compliant content into the social space, make lasting connections with current and future customers, socialize and listen to those consumers, and measure the impact on their businesses. “If you keep the mantra ‘social media is about socializing’ in mind, it will help you to create a place where your customers and prospects will want to be, where you can make real connections with them,” said Harry Gold. “Providing the right kind of content, joining in customer discussions and encouraging their participation creates an environment that can build your brand and build lasting relationships with your customers.” The two-day executive briefing and conference will feature marketing thought leaders and visionaries including David Meerman Scott (http://http://www.davidmeermanscott.com/), thought leader and viral marketing specialist; Paul Gillin (http://http://www.gillin.com/), journalist, author and expert in social media; and Chris Brogan (http://http://www.chrisbrogan.com/), chief strategist at CrossTech Media and frequent speaker on deploying social media in businesses today. The conference provides a rich agenda designed for CMOs, senior level marketing professionals and those ready to move to those levels. Topics of conversation range from strategic to tactical marketing, discussing specific tools and ideas on how to use them appropriately for business needs. The event will allow attendees to interact with conference speakers, sponsors and exhibitors, as well as network with professional colleagues in the unique setting of the Fidelity Clubhouse at Gillette Stadium. For more information about the conference, please visit http://www.newmarketingsummit.com/. About Harry Gold Harry started his online career in 1995 when he founded Interactive Promotions and has been at the forefront in developing successful online programs for various agencies and Fortune 500 companies ever since. He is now founder and CEO of Overdrive Interactive, the online marketing agency behind highly successful search engine marketing, online media and social media campaigns for clients as diverse as Harley-Davidson, John Hancock, The Priceton Review, IBM, LoJack and Dow Jones. Harry is a frequent lecturer on search engine marketing, paid search management, social media marketing and online media for The New England Direct Marketing Association, The In-House Agency Forum, The Ad Club, UMass Boston, Harvard University and Boston University. He is also a recognized subject matter expert and columnist for ClickZ. For more information or to visit Harry’s blog, please go to http://www.overdriveinteractive.com/. Labels: Events, Overdrive News, Social Media Marketing Look Who's TalkingI have twin one-year old nieces and over the past year, my sister has kept me up-to-date with emails, written as if my nieces actually wrote the emails. They write to me about play dates with friends, brag about how they learned to clap to people singing (and don’t mind if the person signing doesn’t have a good voice), and that they like avocados and mac and cheese. I love receiving these emails and I write back to them as if they are also reading the emails. My nieces have not started talking, but these emails are glimpses into what they may be thinking. While you will never truly know what babies are thinking, beyond what the cries and giggles tell you, parents have started to chronicle their child’s lives and thoughts through social networking site, Totspot. Totspot is the Facebook equivalent for parents to create and post information about their children and share it with friends and family. Totspot.com launched in June of this year as a place for parents with children 0-12 and expectant mothers to chronicle milestones such as a baby’s first step or first words, post pictures and daily activities. Totspot is careful to point out safety and security features available on their child’s profile. No one can access a child’s page unless the parent explicitly invites the individual to view the page. Settings also allow parents to know who has visited their child’s page and when. Parents are using Totspot to keep friends and family up-to-date on their child’s life. Young children are not able to articulate their first baseball game or Christmas, but parents are creating these profiles to start a running journal of their child’s life and in time, these children can take over their profile and start blogging themselves. Totspot.com isn’t the only baby blogging site out there. A slew of other sites are popping up, including Odadeo for fathers, video and sharing site Lil’Grams, and online baby journal Kidmondo. Labels: Blog Outreach, Social Media Overdrive Interactive Launches New Facebook PageIf your company wants a custom Corporate Facebook Profile or need any of our Social Media Marketing services click here and let us know! We are passionate about socializing online and that is why we are the Social Media Agency of choice for clients like Harley-Davidson, The Princeton Review, Virgin Money, Cognos, EMC and more! (See info and Harley-Davidson’s social platform examples below.) Social Media Marketing Overdrive specialized in creating amazing social media marketing channels that make real and lasting connections with your customers and prospects. Our services include: - Blog creation and maintenance (WordPress, TypePad, Blogger, content development, compliance procedure development and more) - Blog outreach and monitoring (Getting Bloggers to talk about you! Research, segmentation, outreach, monitoring and more) - Social network profile creation, monitoring and maintenance (Facebook, MySpace, Friendster, Bebo, Twitter, content and application development and more) - Content channel creation, monitoring and maintenance (YouTube, MySpace Video, Yahoo! Video, Flickr, Wikipedia and more) - Social media measurement (blog posts, blog sentiment, profile views, friend and fans, page views, video views, site traffic, ROI and more) - Friend and fan outreach (employee and customer outreach, targeted invites, specialty media buys) - Hyper-targeted Social Media Buying (Reach the right people where they like to hang out online) Case Study: Harley-Davidson Check out Harley-Davidson’s Social Platform we launched and make sure to become a friend or fan of their profiles: http://www.myspace.com/harley-davidson http://www.facebook.com/harley-davidson http://www.youtube.com/user/HarleyDavidson In just the first few weeks of the program, we signed up over 60,000 friends and fans on MySpace and Facebook who we can instantly communicate with anytime -- now that's a powerful brand connection! Labels: Facebook, Social Media |
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