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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
Online dating services might not seem like ideal platforms for marketing.
After all, many are monetized primarily through paid subscriptions, and users, for obvious reasons, are probably more focused on finding a date than clicking on ads.
But in recent years, brands have found ways to insert themselves into the online dating experience. Here are four examples.
Hungry for a hot pizza? Starting next week, pizza lovers in the United States will be able to tweet their orders to Domino's, one of the largest national chains.
This week is a mixed bag of charity, food and video games in our weekly showcase of The Dachis Group's Social Business Index.
Our focus is on three well-known brands – UNICEF, Nintendo and Domino's - as analyzed by the team at the Dachis Group.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.
Pizza Hut launched a mobile optimised version of its UK website this week, making it easier for customers to place an order for delivery or collection on their smartphone.
It’s a useful upgrade to the site but the brand is still miles behind competitor Domino’s Pizza, which currently achieves 13% of all digital sales through mobile devices.
While rival Domino’s has generated over £10m in sales in the past year with its iPhone app alone, it has taken a long time for Pizza Hut to go mobile in the UK.
In the US, the brand was well ahead of the curve with mobile, yet in this country Pizza Hut has had no mobile offering at all.
I tested the mobile site on an Android smartphone to see if it was worth the wait...
Domino’s pizza has taken the unusual step of partnering with a web app start-up in a bid to drive brand affinity with football fans.
Squawka, which launched on June 8, is an interactive web app that gives real time stats and analysis during football matches, as well as acting as a forum for fans to discuss the games.
The deal is part of Domino’s affiliate marketing activity, but as it is being run with a start-up the emphasis is on driving brand awareness rather than increasing sales.
Domino’s has announced that it took over £1m in sales through its mobile platform in a single week in Q1 2012.
In total e-commerce sales accounted for 50.6% of UK sales in the 13 week period up to March 25 2012, up 44.5% year-on-year to £59.3m.
Mobile payments made up 16.4% of total online sales, a slight increase on reports last month that the pizza company took 13% of digital sales through a tablet or smartphone.
Domino’s investment in its mobile platform certainly appears to be paying off – in September we reported that it had generated £10m of sales through its iPhone app in eight months and gave its new iPad app a glowing review.
Domino’s Pizza is aiming to boost its lunchtime orders with a Twitter campaign that lowers the price of a Pepperoni Passion pizza each time some tweets the hashtag #letsdolunch.
The ‘Tweets For Treats’ campaign runs from 9am to 11am today and followers can the buy the cheaper pizza between midday and 3pm.
Each tweet will knock a minimum of 0.01p off the price, with the current cost displayed on Domino’s Facebook page.
If you’re reading this, you’re most likely a marketer - and you’ve probably seen FedEx’s addition to the ‘super fail’ hall of fame from late last year.
If not, click through to watch the video clip uploaded to YouTube in December by an unhappy customer.
In it, a FedEx ‘guy’ is clearly seen throwing a new computer monitor over the gate of the man who ordered it. He returned home, wondered why it was broken and uploaded a security video of the incident. Then all hell broke loose.
Domino's may be focusing on better tasting pizza in the states, but in the U.K the chain increased sales last year the way it always has: by making it easy to get pizza.
Acknowledging a weakness in their "core product" of pizza, Domino's has spent the last few months revamping its recipes and relaunching its pizza brand stateside. But it looks like a cold front in the U.K., some key brand partnerships and revamped digital efforst are to thank for the company's sales boost across the pond in 2009.