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Archive for December, 2010

Easy IMC at CLE

Taking a break from our (holiday) break, here’s a quick post that shows how easy integrated marketing can be.

Cleveland Hopkins International has a new TV commercial that’s part of a bigger marketing effort (tag line: “It’s time to start Going Places.”). CLE posted the commercial on its Facebook page, putting it in front of more than 31,000 fans (including this blog). Even better, the commercial has a plug for the airport’s recently revamped web site.

Simple and effective, and a great use of marketing collateral across multiple platforms.

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Who’s on Twitter?

Pew Research Center’s Internet & The American Life project has just kicked out its first-ever all-Twitter survey. (Thanks to Nate Ronchetti from Carolyn Grisko & Associates for giving us the head’s up on this one.)

Some highlights: 8% of Internet users use Twitter, and a Twitter user is more likely to be living in an urban environment vs. a rural one. Twitter users are most likely to be young adults (ages 18-29).

If you’re involved in Internet/new media/social media planning, execution or (perhaps most importantly) justification and you don’t know Pew Internet’s work, check it out, bookmark it, and return often.

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If the social media portion of your marketing budget is getting short shrift compared to so-called traditional outlets, this blog post from Forrester’s Augie Ray is worth sharing with your internal naysayers.

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Panelists in the Social Media @Airports webinar were unanimous: even if you are not tweeting and Facebooking, you should be monitoring those channels (and others) for chatter about your airport/company/organization.

Fair enough, some participants said, but how? What do you use to monitor Facebook, Twitter, LinkedIn, and the like? Tools like Tweetdeck are useful (and free), but what about a paid monitoring service? Do you use them?

Please share your thoughts in the comments section.

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Interesting article here on Richmond’s dedicated IMC effort to promote its low-cost carriers–a campaign officially being run by the city’s Chamber of Commerce. Just down the road, Newport News-Williamsburg said it will not follow its northern neighbor’s example, and one consultant says the idea of airports “picking winners and losers” among its airlines is not a tasty recipe.

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Thanks again to everyone who participated in Tuesday’s social media webinar. As promised, we’re continuing the conversation right here in this space, by answering the questions that we didn’t get to in the Q&A session. While our panelists, Nathan, Baochi and Kristie have agreed to chime in, these conversations should involve everyone!

So, here’s the first topic: one attendee wanted input on whether Facebook pages should have custom landing tabs, or if first-time visitors (and those that haven’t “Liked” the page yet) should land on the default tab (normally, the Wall tab). Many marketers push custom tabs as a great way to take advantage of the limited real estate that you, the Facebook user, can control. Some folks think that a page’s vibrant community, expressed through its wall posts, should be what welcomes visitors.

My .02:  I love ’em (even though the AAAE page I manage doesn’t have one, yet). I think that they, along with large profile pictures, help brand a page and deliver a short, succinct, and customized message to the visitor, and (with a little programming) can play embedded videos, collect e-mail addresses for newsletters, and accomplish myriad other marketing-specific tasks.

So, what do you think? (And for those of you who’d like a primer on custom Facebook landing tabs, including how to build easy ones yourself, check out this post and this post.)

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Thanks to everyone who participated in today’s Social Media @Airports webinar!  It was a two-hashtag smash! Here are the hashtag search links:

#aaaeairportswebinar (Longest hashtag evah?)

#AAAESocial

More to come!

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