Thursday, March 4, 2010

New Media Strategies


I was just browsing the web, and decided to plug “new media” into Google to see what would pop up. I’m surprised I didn’t do this before…anyway, I found a very interesting company called New Media Strategies. What this company does is online marketing and advertising, by means of social media.

The company performs word of mouth campaigns, and utilizes the new new media for advertising campaigns. On their site, their most recent client is Chrysler auto.

On the “Areas of Expertise” section of their website, they say, “And we have helped our clients achieve a greater understanding of how their corporate brand (as well as individual product brands) are perceived and discussed by members of the online audience.”

They then give an example of a campaign they did for online advertising of JC Penny’s Jewlery sales and “Beware of the Doghouse” campaign. Their goal: to promote and generate online buzz for JC Penny.
This is the process that they took:

Interacted with targets in parenting & motherhood, women, men,
bargain shopping and marketing & advertising communities through word of
mouth messaging, digital PR, and micro-blogging to build awareness and drive
video views
Created an official Twitter handle, "askJCP," used to promote
campaign initiatives and build brand recognition

NMS efforts
reached more than 4.4 million unique users and garnered over 18.2 million
estimated impressions across 200 communities, increasing campaign and brand
discussion by 90%
"Beware of the Doghouse" video received more than 3.4
million views during the 2-month campaign
NMS outreach grew the "askJCP"
Twitter handle to more than 300 followers and was featured on influential
Advertising & Marketing blogs including, No Turn On Red and The Caffeinated

It’s amazing how an old media such as advertising has adapted to an online environment, using social media for promotion.

-Jessica Vanacore


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  2. There has been an explosion of firms and individuals claiming to provide expertise in social media for public relations and marketing in the past few years. It's not a bad career move to familiarize yourself with the new and new new media.

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