zyakaira notes: BofA earlier in Feb launched this campaign to reestablish its unique Trust along with a campaign from its wealth unit at US Trust. However, BofA needs to refocus based on
market realities ( see BofA: We need a plan ) and needs to increase visibility of this campaign. The first videos of the ad campaign included an African American family enjoying shopping for winter gear in a retail sore, not so boring - you have to see it to believe it. It's large online campaign at Yahoo was also featured in Yahoo's results but that is obviously not working!Bank of America today announced "Bank of Opportunity," the theme of its new brand positioning. Supported by the bank's largest advertising campaign to date, which will debut during ABC's telecast of the 79th Academy Awards(R), the new brand positioning reflects Bank of America's unique role in helping individuals, businesses and communities around the world realize opportunities to achieve their goals. "We see the opportunities that our customers see, and our ability to help them realize those opportunities defines our success," said Kenneth D. Lewis, chairman and chief executive officer, Bank of America. "Bank of Opportunity articulates a powerful value proposition that acknowledges our unique ability to understand and anticipate customer needs, to develop products and services that meet those needs and then to deliver for the customer better than any other financial institution in the country."
Providing Opportunity to All Customers The new brand positioning reflects Bank of America's business strengths and global presence, highlighting the company's unmatched ability for enabling all its customers to achieve their goals - from buying a first home to planning for retirement, from starting a business to expanding into new markets.
For the more than 55 million consumers and small businesses it serves, Bank of America continues to develop new customer-inspired solutions such as the
For corporate clients, Bank of America plays a leading role in many of the world's largest transactions - including the two largest leveraged buyouts in history - reflecting world-class corporate banking resources and expertise that help businesses grow and prosper.
As a leading community partner, Bank of America's 10-year $750 billion community lending and investment goal (here) and $1.5 billion philanthropic commitment inspire new economic opportunities that help communities nationwide grow stronger and more vibrant.
"'Bank of Opportunity' is the natural progression of our brand, and reflects how our heritage and our strong competitive position drive what we do today," said Anne M. Finucane, chief marketing officer, Bank of America. U.S. Trust, Bank of America Private Wealth Management today announced the launch of its national advertising campaign, which spotlights the changing profile of today's wealthy individuals and families. The $25 million campaign marks the first major advertising initiative for U.S. Trust since its acquisition by Bank of America Corporation earlier this year. The brand-building effort represents the most extensive private wealth management advertising campaign that either legacy organization has ever undertaken. National and local print and broadcast advertisements will debut across the nation beginning on October 8.
"As one of the leading private wealth management providers in the U.S., Bank of America recognizes that an increasing share of our nation's wealth is self-made," said Brian Moynihan, president of Bank of America Global Wealth & Investment Management. "In launching a brand visibility campaign of significant magnitude, U.S. Trust seeks to convey to clients, prospects and the broader marketplace that it understands - and is uniquely qualified to address -- the needs, motivations and values associated with this new face of wealth."
"The company's research-driven campaign illustrates how U.S. Trust maximizes opportunities that its clients, the architects of their own success, create for themselves, their families, their businesses and their legacies," said Anne Finucane, Bank of America chief marketing officer. Acknowledging the increasing number of high net worth clients who have earned their wealth through their own careers, Finucane added, "the advertising creates a connection with clients by demonstrating an understanding of their values."
Supporting the company's overall 'Bank of Opportunity' positioning, the U.S. Trust marketing campaign was developed after extensive discussions with clients and U.S. Trust wealth advisors, as well as external sources that shared a range of perspectives on today's changing wealth landscape.
Launching the Campaign
U.S. Trust will support its brand positioning through an integrated marketing campaign, which includes a mix of national and local print, television, and radio advertising. The U.S. Trust campaign is expected to run in nearly 50 markets across the country. Boston-based Hill Holliday worked with Bank of America to develop the brand positioning and advertising campaign.
Moguls and bankers are packing their bags to attend Allen & Company’s annual media conference, which starts Tuesday in Sun Valley, Idaho. The recession is bound to put a damper on this year’s schmoozefest, where the likes of Rupert Murdoch and Barry Diller regularly roam, as executives decide it is not the right time to fly off to a mountain resort. Those who do attend will be debating the troubled state of traditional media companies and how they will fare in an increasingly digital environment. “People in the traditional media world are terrified,” Ken Auletta, a New Yorker magazine media writer who will lead a panel on new media at this week’s conference, told Reuters. “They’re in the analog world, and the world is becoming digital,” he said. “They’re insecure about what’s going to happen to their businesses.” Young Web entrepreneurs have been adding new excitement to the Sun Valley conference, which has been the birthplace of some high-profile media deals. The founders of social networking sites like Facebook and Myspace and Internet video portals like YouTube and Joost drew large crowds in recent years. This year, Evan Williams (above), the chief executive Twitter, will likely be in high demand as media moguls try to determine if the hugely popular microblogging service is a money-making opportunity or simply another Web 2.0 fad. via Sun Valley Buzz: Tough Times and Twitter - DealBook Blog - NYTimes.com. zyakaira notes: I've been remiss. I shouldn't neglect Facebook either, but as of now..
zyakaira notes: it's here NFL (Superbowl ) $4.5 billion, IPL $1.6 billion Watch out for edition 3 of the IPL! and I'm still backing the New York Giants and i'd be finding out on my own and publishing it in a year on this and Wimbledon and Olympics The NFL is the world's strongest sports brand according to Sports Pro Magazine. The National Football League, not surprisingly, is valued at a whopping $4.5 billion. That's a little more than Major League Baseball, about double the value of the NBA, but still probably less than Larry King's per show kitty. In Sports Pro's recent "most valuable brands survey", the Indian Premier League (IPL) cricket competition amazingly featured amongst the biggest brands too. Despite being only two years old, the IPL is valued at US$1.6 billion, or just under the cost of Mr. King's monthly hairdressing bill. That's when you know you've made it folks. via The Sports Brand Review - News - NFL is the world's biggest sports brand.
Facebook needs to emulate a lot of twitter and really soon. Keep looking here. Remember fb needs to turn into profit in some time. Facebook Needs Its Own Version of the Twitter Retweet http://bit.ly/2lPdC1 via @tweetmeme
Twitter is one of the most viral platforms on the social web. One link can be spread to millions of people in a matter of minutes. Perhaps the primary reason for this is the Twitter retweet (or “RT”), which provides Twitter users..
What is the hottest social media tool to emerge on the scene this year? It’s ‘Twitter’, and you may get hooked too…
I recently came back from a fully packed conference on social media marketing, the Danny Sullivan SMX show in Long Beach, CA, and all-the-rage was Twitter, a micro-blogging platform that many at first (typically) considered a ‘joke’ or maybe just a temporary fad. They (we) were all wrong, but most agreed that using any tool or technique without a reasonable strategy was a missed opportunity.
But, let’s not be too quick – learn how to research & leverage the social media space with planning and execution along the way.
I’ll show you that micro blogging and the other tools and platforms in this short SMM guide are things you might consider for your important social media marketing.
Furthermore, SMM can provide quality traffic, you can minimize the often laborious time by a little planning and it is possible to market into B2B marketplaces. It’s not just for kids anymore.
What is it?
“Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”.Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure.
Where to start?
Many of us are so excited about the technology and web (hence my somewhat trite opening), that we forget key pieces to success: definition of business goals, objectives and overall process for execution. The old “fail to plan, plan to fail” comes to mind. While you need to create the roadmap for your online business – you must certainly decide on what goals and resulting metrics you want to attain.
Social media marketing can help you increase the activity around these top goals:
• Website traffic and user behavior (external and internal tracking)
• Conversion and sales tracking
• Page views, ad exposure
• Growing brand awareness (a softer value, takes longer to build)
• Creating a positive brand association and keeping it there (see also reputation management)
• Business development and a broader customer reach
How can you create and convert all this activity with social media?
Since the social web allows you to interact with others, create and promote content that can get links and viral attraction, you can – with the right strategy – reach key influencers using this medium. We all know what blogs alone can do, and they are pretty search engine friendly out of the box.
Social media expansion is important because this provides foundations for broader / faster mindshare, along with supporting your search engine marketing objectives. You *can* convert traffic if you target appropriately (research needed), and do not spam. Read each point below to get a deeper understanding.
Tip #1 – Assistance:
Limit talking about yourself, at least initially – provide ways to help others instead. This is probably the most important tip in the social media workplace. Say you are building your new del.icio.us profile, make sure to bookmark other useful resources and sprinkle yourself lightly. It’s about “them”, not “you”. Don’t forget this important rule!
Tip #2 – Process:
Don’t become a “me too” – establish a process and goals for how to get there. I recommend reading5 pillars for one, and much like SEO programs that have a process (keyword research, competitive review, content analysis, etc), build out a similar map. Too many companies dive in too fast, with no real plan and they are simply peeing in the pool, and no good results come from that.
Tip #3 – Contribute:
Be the one to create (quality) content. While community is Queen in Social Media, quality content is still King, and always will be. Studies show that people are reading much online, but a much smaller group is contributing content. This can mean good opportunities for you.
Tip #4 – Connect:
Reach out to the influencers in your niche, be polite, honest, sincere, and you’d be amazed whatbrand advocates can do for you.
Tip #5 – Position:
Position yourself in front of consumers’ passions. It can and will create a powerful outcome for your brand.
Tip #6 – Blog:
Make sure you have setup a blog. These numbers are not to be overlooked. I think Technorati is tracking over 110 million blogs now, and growing at a furious pace, even excluding splogs (spam blogs).
Tip #7 – Links:
Don’t be afraid to link out to other blogs and websites in general. Links are what search engines and users make good use of – and search engines would not survive without them. Give others the love too.
Tip #8 – Videos:
Video consumption is growing fast. Create a “how to…” or “top tips…” videos and submit to YouTube. It has wide reach, and you could have millions of people see it. For even wider distribution, you should try tubemogul.com or vidmetrix.com, tools to help automate. In generating all content, make sure to keep #1 rule in check. It’s fine to brand with a URL at the end of the video, but no direct selling. Humor, controversy and weird stuff works very well, keep that in mind – don’t be afraid to test.
Tip #9 – Technorati:
You said you have a blog, right? Claim your blog at Technorati. This will ensure you are indexed in their search engines for blogs and updates are broadcast across the network, along with your own blog network updates. This happens behind the scenes from automatic “pings”.
Tip #10 – Analytics:
Open an account from list below, use your brand name as identifier. This will establish your brand or company name, and not let anybody else assume or steal your personality so easily. Then, work with one or two from the list below to start, and don’t go too fast. Look at your web analytics and track referring domains and review traffic movements daily, weekly.
Tip #11 – Feeds/Research:
Subscribe to feeds, and use iGoogle, My Yahoo Web or other favorite RSS readers. Watch for changes (use Google.com/alerts also), and be the first to comment and engage in your topic. First commenters often get more visibility and traction.
Tip #12 – MicroCommunities:
Locate and join microcommunities – they are social communities that are relevant to your business. Some examples are education.com, nowpublic.com, travbuddy.com, gardenweb.com,shoetube.com, yelp.com and care2.com (non profits). It is much easier to have your voice heard in these and similar markets, than trying a post to Digg that may go nowhere. Those are the perfect places for the “big fish in a small pond” rule. Create highly relevant and linkworthy content, research what others are writing about, and connect with the top players and influencers.
Tip #13 – Submit:
Review the resources below, and consider building out profiles over time. If you submit content, make sure it’s useful, unique and that the title of your post stands out. Pick one or two resources to start, and don’t overextend yourself. Some of the top social marketers in the industry spend 10-12 hours a day, 6-7 days a week. This is a lot of manual (social) labor, but you don’t have to go at it that hard. Make sure to ask friends to vote or comment on your postings, befriend others, but no spam. Make intelligent posts and do not have your company employees post from the same location (IP Address). The submission(s) will most likely be rejected, and worst case, your account blocked or suspended.
Tip #14 – Hosting:
Have a good hosting provider. If traffic spikes come, and your server instrastructure cannot handle it, you are toast. You don’t want a Digg server melt-down (fun pic). Here’s a first hand story and how to deal with it.
Tip #15 – Monitoring:
If you want to save time monitoring across many resources within the social networks, try the newYahoo Pipes, it’s a social monitoring desktop in a browser.
Tip #16 – Advertising:
If you are an advertiser, you might want to check out socialspark.com and socialmedia.com – they both are showing promise from what I can see.
Your Top Social Media Starter Resources (not necessarily in order of importance):
• Twitter *See more below – specific for twitter
• Facebook (download toolbar)
• YouTube (toolbar exists, but have not tried)
• Del.icio.us (download toolbar)
• StumbleUpon (download toolbar)
• LinkedIn (tip: use the Q/A section to gain readership and clients)
• Flickr
• Digg
• Reddit
• Technorati
• Secondlife (3D)
• Meneame (spanish, translate title and synopsis before posting)
• Newsvine
• Tip: Subscribe (RSS) to Techcrunch!
Twitter bonus: (Thanks GrayWolf)
Web Browser Plugin: twitterfox
Desktop: twhirl, alertthingy
Blog Tools: loud twitter
Email: twittermail ((abc…@twittermail) – cool tip: schedule to post when you are not online)
Phones: twitterberry (BlackBerry), itweet (iPhone)
Other: tweetscan (alerts, keyword, user search)
Competitor: Pownce.com – check it out along with friendfeed.com
About Jon Rognerud
Jon Rognerud is a search engine optimization (SEO) consultant in Los Angeles, and is the founder of www.chaosmap.com. His new internet marketing book was launched in April 2008, the “Ultimate Guide to Search Engine Optimization”, currently on Amazon and available in bookstores nationwide.
Amit Mittal
zyaadakairaada@gmail.com
Amit Mittal
Mob: 919972442877
amit.mittal@me.com
MD, Advantage Research Pvt Ltd
@Innovative Film City, Bidadi 562109
On the web Advantage 'zyaada' http://advantages.us/zya
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