The Black Fin - TheBlackFin - Thoughts from Tom Edwards

Mobilizing Your Social Strategy

Today I was the host of the weekly Hashtagsocialmedia tweet chat.Our topic was integrating mobile with your social strategy with a focus on strategy, best practices and tactics. Mobile is a hot topic and according to comscore with 234 million americans...

Filed under: Tom Edwards, Black Fin, Web 2.0, viral marketing, marketing strategy, TheBlackFin, Word of Mouth, The Black Fin, iPhone, Social Networking, SMS, Proximity Marketing, iPhone 3G, Twitter, Blackfin360, Social Media, Social Media Strategy, KPI, iPad, iAd, foursquare, geo-location, gowalla, socialmedia, Proximus, Mobile Marketing, QR Code, Loyalty 2.0, Augmented Reality

UNIQLO Lucky Switch

Filed under: Tom Edwards, TheBlackFin, The Black Fin, Social Media, Red Urban, UNIQLO

Facebook About Face

Per my post yesterday Facebook made an announcement pertaining to custom landing pages and new restrictions and the threat of taking away functionality from brands that had 10K or less fans. To the tune of paying $25,000 in facebook ad buys to regain...

Filed under: Tom Edwards, Black Fin, Web 2.0, viral marketing, TheBlackFin, The Black Fin, Social Networking, Blackfin360, Social Media, Social Media Strategy, Facebook, Red Urban, socialmedia

10K or Ads You Choose

Facebook dropped yet another bombshell in terms of changes that impacts any brand Pages that desire a custom landing tab but do not meet the new 10,000 fan/Like minimum or pay $25,000. Here is an excerpt directly from the Facebook Platform Development...

Filed under: Tom Edwards, Black Fin, Web 2.0, viral marketing, marketing strategy, TheBlackFin, The Black Fin, Blackfin360, Social Media, Facebook, Red Urban

Loyalty 2.0

You have heard of Web 2.0 and Gov 2.0... now make way for Loyalty 2.0 . One of the key goals of leveraging social beyond awareness, engagement, and other KPI's is loyalty. How can I as a brand leverage a consumers affinity to further champion my brand...

Filed under: Tom Edwards, Black Fin, Web 2.0, viral marketing, TheBlackFin, The Black Fin, Social Networking, Twitter, Social CRM, Social Analytics, Social + CRM, Blackfin360, Social Media, Social Media Strategy, Facebook, Red Urban, foursquare, mayor, gowalla, socialmedia, Starbucks, Loyalty 2.0, Fan It, Virtual currency

Starbucks & Target the future of mobile payments

In my last post I referenced QR codes and made a mention of Starbucks . They have recently partnered with socially progressive retailer Target to create a loyalty/app experience that is impressive. Launched in March of this year, the Starbucks Card Mobile...

Filed under: Tom Edwards, Web 2.0, viral marketing, The Black Fin, Social Networking, Target, Social Media, Social Media Strategy, Red Urban, Facebook Connect, geotagging, foursquare, geo-location, gowalla, socialmedia, QR Code

QR Codes & Stickybits

QR codes are all the rage... in Japan ... and on this blog (note QR code on the right column) adoption in the US is continuing to rise and brands such as Coke, Target and Starbucks are taking notice and setting the stage for mass adoption. With 45 million...

Filed under: Tom Edwards, Black Fin, marketing, viral marketing, TheBlackFin, Word of Mouth, The Black Fin, iPhone, Social Networking, Tag Marketing, Social Media, Social Media Strategy, Red Urban, iPad, geotagging, foursquare, geo-location, socialmedia, Proximus, Mobile Marketing, Stickybits, QR Code

SMS + Exclusive Content

I am a fan of leveraging Mobile to extend a digital or entertainment experience. Adding a shortcode element to a campaign is a quick and easy way to drive additional engagement. From a gaming perspective I had not seen a title leverage SMS to unlock and...

Filed under: Tom Edwards, Xbox 360, viral marketing, TheBlackFin, The Black Fin, SMS, Social Media, Red Urban, socialmedia, Mobile Marketing

Extending Digital with Mobile Coupons & Proximity Marketing

With the recent valuation of Groupon at 1.35 billion and the additional increase in smartphone adoption it is important for brands to partner with retail partners in rolling out mobile coupon strategies. Mobile coupons and ultimately transactions through...

Filed under: Tom Edwards, viral marketing, TheBlackFin, The Black Fin, Proximity Marketing, Social Media, Red Urban, Proximus, Mobile Marketing

First your Profile Then the World - Facebooks Plan To Be Everywhere You Are

Big changes are brewing with Facebook as today many subtle changes were rolled out across the popular social network. Becoming a fan has given way to simply "Like". This is an interesting trend and one that has longer reach than initial appearance. Fans...

Filed under: Tom Edwards, Web 2.0, marketing, viral marketing, marketing strategy, TheBlackFin, The Black Fin, Twitter, OPEN Authentication, Social Media, Social Media Strategy, Facebook, Red Urban, Facebook Connect

5 React

One interesting campaign that I have come across recently is the 5 React experience . 5 React is a new Wrigley's flavor of it's 5 Gum line. 5 took an interesting approach to engaging trial of its product (sampling) and the result is a fun experience that...

Filed under: Tom Edwards, viral marketing, TheBlackFin, The Black Fin, Social Media, Red Urban, Facebook Connect, 5react

Red Urban

It seems that for the past 10+ years all roads have pointed in this direction. I have been involved with agencies since the onset of my interactive career. From my initial entry during the original dot com boom with Fullmoon Interactive (full service...

Filed under: Tom Edwards, collaboration, Web 2.0, viral marketing, TheBlackFin, SMO, Community ROI, Word of Mouth, community, Calculating Community ROI, Web 2.0 ROI, The Black Fin, Social Networking, SMS, Social Analysis, Tag Marketing, Social CRM, SaaS, SoMe, Socal+CRM, Social Analytics, Social + CRM, Cloud Computing, Consumer Networks, Blackfin360, Social Media, Crowdsourcing, Social Media Strategy, KPI, Campaign, Red Urban

10 Benefits of Social Crowdsourcing

As your social strategy evolves from driving awareness via consumer/liquid networks (Facebook, Twitter, etc...) and basic community elements you may be asking what's next? How can I continue to drive engagement and provide enough utility to keep the attention...

Filed under: Tom Edwards, Web 2.0, marketing, viral marketing, marketing strategy, Word of Mouth, Web 2.0 ROI, The Black Fin, Microsoft, Social Networking, Social Analysis, Twitter, Neighborhood America, Social CRM, Social Analytics, Social + CRM, Blackfin360, Social Media, Crowdsourcing

Social Commitment

In order to truly capitalize on B2C social strategy it is important to understand that social is a channel to facilitate collaboration and is a part of the overall organizational marketing strategy. However it is not the only element of your overall marketing...

Filed under: Tom Edwards, Black Fin, collaboration, Web 2.0, marketing, viral marketing, marketing strategy, TheBlackFin, Community ROI, Word of Mouth, The Black Fin, Social Networking, Social Analysis, Twitter, Neighborhood America, SoMe, Consumer Networks, Blackfin360, Social Media

How to Drive Brand Value from Social Media

One of the more common questions that I receive is how do I truly drive value from social interaction? While there is no "magic bullet" to drive hard ROI consistently across all organization types each organization can show solid social value and results...

Filed under: Tom Edwards, marketing, TheBlackFin, ROI, The Black Fin, Social Analysis, Neighborhood America, Social CRM, SaaS, Socal+CRM, Rasmussen Report, Jim Haughwout, Social + CRM, Cloud Computing, Consumer Networks, OPEN Authentication, Blackfin360, Social Media

People on the Move in Social Media

Today I was referenced in Jeremiah Owyang's people on the move in social media. http://www.web-strategist.com/blog/2009/04/23/people-on-the-move-in-the-social-media-industry-april-23-2009/ Share this post: email it! | bookmark it! | digg it! | reddit...

Filed under: marketing, TheBlackFin, The Black Fin, Blackfin360, Social Media

Blogging vs. Twitter

Over the past month I have found that my online behavior has shifted ever so slightly. Normally when I would review an article or something of interest I would think about it in terms of a blog post. Diving deeper into the issues and applying them towards...

Filed under: Tom Edwards, marketing, viral marketing, marketing strategy, TheBlackFin, Word of Mouth, The Black Fin, Software, Social Networking, Twitter, Blackfin360, Social Media

Tag Marketing

While recently attending the 2009 Microsoft High Tech Summit I was introduced to the Microsoft Tag system. It works very much like a barcode system with your mobile serving as the scanning mechanism. The interesting play here is the interactivity and...

Filed under: Tom Edwards, Web 2.0, marketing, viral marketing, TheBlackFin, Ensemble Studios, ROI, Community ROI, Word of Mouth, community, The Black Fin, Microsoft, Social Networking, Microsoft Tag, Tag Marketing, Blackfin360, Social Media

EA - Skate 2 - Skate Reel

Of all of the projects I have been involved with over the past 3 years Electronic Arts O.G. Skate Reel initiative was by far one of my favorites. It was our first really large initiative with EA and it was very ambitious. From the start there were a number...

Filed under: Tom Edwards, Xbox 360, Web 2.0, marketing, viral marketing, achievement points, TheBlackFin, EA, Word of Mouth, The Black Fin, Skate, Electronic Arts, Social Networking, Mike Johnson, Elijah Hardin, Deryl Dorsett, Skate2, Skate 2, John Balod, Playstation 3, PS3, jon broom, Rich Mercer, Blackfin360, Social Media

Major Nelson - ROI

I have known Larry " Major Nelson " Hyrb for a few years now . Larry is the Director of Programming for Xbox Live. He has become the Face of the Xbox 360 and his blog is the first stop for avid gamers looking for the latest info on upcoming titles, Xbox...

Filed under: Tom Edwards, Xbox 360, marketing, viral marketing, TheBlackFin, Major Nelson, ROI, Community ROI, Word of Mouth, Web 2.0 ROI, The Black Fin, Microsoft, Social Networking, Game of the Week, Social Media

Social Network Analysis & Visualization

This was a great post by Lawrence Liu of Telligent. Lawrence is the Director of Platform Strategy and discusses how he leveraged NodeXL to provide analysis and visualization of some data sets of interest but more importantly the correlation between the...

Filed under: Tom Edwards, Web 2.0, marketing, TheBlackFin, Word of Mouth, Web 2.0 ROI, The Black Fin, Social Networking, Social Analysis, Visualization, Social Media

Social Media and Your Campaign... Where is the Relevance???

One of the golden rules of marketing is having the ability to show your business or clients the value of the campaign that you are running on their behalf. With traditional web campaigns you could methodically calculate ROI based on Click-through rate...

Filed under: Tom Edwards, Black Fin, Web 2.0, marketing, viral marketing, marketing strategy, TheBlackFin, SMO, Community ROI, Word of Mouth, Calculating Community ROI, Web 2.0 ROI, Incremental sales value, The Black Fin, Software, Social Networking, Blackfin360, Social Media

Goals

I don't know about you but I am driven by achievements. Yes I hear the laughter now and see the nodding of heads. I like to set an achievable goal and reach the objective. Maybe it is my military past or growing up in a military household but I like to...

Filed under: Tom Edwards, Xbox 360, achievement points, TheBlackFin, The Black Fin, Nike Plus, Platnium, American Airlines, Nike+, Goals

Social Analytics

I interact with a number of clients on a daily basis and at some point in our conversations the discusssion ultimately leads to calculating return on investment (ROI) around social media. With the hyper-growth being experienced in the social collaboration...

Filed under: Tom Edwards, Black Fin, collaboration, Web 2.0, marketing, viral marketing, marketing strategy, TheBlackFin, Community ROI, Calculating Community ROI, Web 2.0 ROI, Incremental sales value, The Black Fin, Social Networking, Reporting, Blackfin360, Social Media

Gears of War 2 Today

I cannot tell you how excited I am that today is the day for Gears of War 2. I will be taking a break from my Fallout 3 side quests to get in some social gaming. I have my Special Edition copy in hand and will be firing it up later this evening. The enhancements...

Filed under: Tom Edwards, Xbox 360, achievement points, TheBlackFin, The Black Fin, Game of the Week, Gears of War, Gearsofwar2, Gears of War 2

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