Australia’s leader in affordable, durablity tested home goods, turned to Tippingpoint Labs to upgrade their online presence. Highlights Designed and deployed web site Guided client and wrote content for site Created recipe-oriented blog and drove strategy Created retailer-facing product catalogue … Continued
Advergames are a potentially valuable part of a web campaign targeting younger audiences. But be careful, because driving measurable value from them is tied to the complexity and makeup of the game itself. It’s all in the design.
Infographics, making infographics, and the end of trends.
With FINRA, SEC, legal concerns, and the slow pace of regulatory change, financial services companies like Fidelity Investments and Putnam Investments struggle to suss out their place online.
While memes have migrated from the internet into mainstream media through advertising, there are certain risks and rewards with incorporating memes into advertising. Memes often stem from tongue-in-cheek humor, their viral nature providing a huge audience, while the memorable humor can create a sense of familiarity.
There is a glut of information on the internet; your goal should be to know, find, and share the best, whether that means producing new content or redistributing existing, high quality content.
Social Media has changed the game of Journalism for good. The impact of social media platforms such as Facebook and Twitter have allowed several important changes to the way articles are written, displayed, and shared today. Tippingpoint Labs sat down with social media journalist and trainer Jeff Cutler to elaborate on these adaptions.
If you read my post last week on how the Social Media Breakfast morphed from an online interaction between marketing gurus to an actual offline meet-up, you might be wondering how the relationship might change when it returns online.
More likely than not, the participants will have deepened relations after any offline interaction. These deepened online relationships could open the doors for more business, since a trust has been built from breaking “the stranger” threshold.
Here is how three pundits weigh in:
Communication online can lead to events offline once interest for a certain topic reaches a critical mass (or a tipping point). The offline event is then followed by post-event online communication, which may serve to break down individual topics discussed in person even further. Each new topic leads to fractals of communication that may serve as new platforms that bear new events.
Here are what four social media experts had to say about this cycle:
As most of you know, Starbucks just launched a campaign that rewards their most loyal, local customers:
Starting today, mayors of individual Starbucks stores can unlock the Mayor Offer and enjoy a money-saving perk for their frequent store checkins. One of the major opportunities in any new media channel lies in the chance to be the ‘celebrity hit’ that actually demonstrates the power of the platform to actually impact revenue or reduce costs. This moment marks the ‘Celebrity hit’ for FourSquare.
Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand on it and share it with everyone. Today, we look at our Content Methodology.
In order to create meaningful content in an ongoing fashion, Tippingpoint Labs bases its model on the newspaper publishing industry. Because newspapers are designed to pump out massive amounts of great content every day, we’ve examined how they do it and encourage clients to replicate the process.
The resulting methodology includes building an Internal Newsroom of staff who produce content and curate external contributors, and to creating an Editorial Calendar every month.
Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand it and share it with everyone. Today, we look at our Content Approach.
Build Relationships with Content
It is our belief that quality content builds relationships, thereby increasing revenue or saving money. In order to do this, your content needs to reach influencers in your market, and it needs to be geared toward very specific audiences. The key to creating content that works is to segment your audience down to very specific niches. A typical marketing plan might identify the target audience as men ages 18 to 45; but that demographic is far too wide to create content that resonates.
Here at Tippingpoint Labs, we recently documented the way we think about our three major disciplines: content, strategy, and experience. Although we went through this exercise to share with our clients and our internal team, we decided to expand on it and share it with everyone. This week, we look at our Content Philosophy.
Creating Content That Works
Good content is paramount in any successful online platform, whether it is a corporate website or a blog. Quality traffic and lead generation is dependent on great content that is relevant and laser focused to the audience you want to attract. The right content can increase market awareness, increase customer retention, and drive more revenue.
Ad agencies, PR firms and interactive shops are all scrambling to extend their offerings to include more social media services. They’re hiring social media experts and community managers while they try to create compelling content to broaden their traditional campaigns.
Meanwhile, some unlikely players in the digital cinema space are quietly encroaching on the services traditionally reserved for some of the biggest players in the game. Custom publisher, McMurry, based in Phoenix, recently announced the acquisition of Spark Productions and, in a similar brand extension, Tippingpoint Labs today
I went to SxSW this year and attended half a dozen panel discussions. I also just returned from the Custom Content Conference in Nashville, where I attended one panel. Quite frankly they all sucked. Don’t get me wrong, they all had extremely high caliber talent sitting on the stage. Every panel had huge potential for real discussion with powerful market leaders. And every panel fell short! Way short.
The best way to start any platform discussion is with the baseline features. What does this platform need to accomplish? At its core, Food Thinkers had to have the ability to create stories that were categorized by the features that our content calendar laid out and it had to engage the reader by allowing them to comment on the stories.
One of the first steps in creating good content is to figure out who your audience is. At Tippingpoint Labs we do that by creating digital profiles that are very specific.
In the spirit of consuming our own canine victuals, we are reassessing our content calendar — as we do every six months or so. By sharing knowledge internally, we are able to generate a ton of new ideas for content very quickly. It is remarkably easy to get the ball rolling.
Oprah Winfrey has teamed up with Skype for one of the best product placement pushes I’ve seen on television.
Promoted as “Where the Skype Are You?”, Oprah’s audience will see icebergs in Antarctica and the depths of the ocean in a submarine – all broadcast live using Skype’s teleconferencing technology.
I’ve written about 12Seconds.tv a couple of times (here and here.) Their platform for distributing video content intrigues me. But more importantly, for content creators looking for their next big opportunity to make a large impact, 12Seconds.tv represents one of the most likely hits in the next generation of content creation platforms.
Great content works. I’ve also been trying to make the argument in my office that great content is inherently valuable. Meaning, that the content itself can be monetized. WillItBlend has done this. With the success of the early videos, BlendTec launched WillItBlend.com, a website dedicated to the Will It Blend videos.
This weekend I happened on a great little article on the Mixpanel blog. The article takes a formulaic approach to determining how ‘viral’ an application or channel might be. Their formula is very intriguing.
As part of Tippingpoint’s Online Content Marketing strategy, we’ve keyed in on defining valuable content. For each distribution channel (YouTube.com or Flickr.com) or web platform (blog, photostream, e-zine, email newsletter), we define valuable content as the creation and distribution of … Continued