Building momentum through conversations.

By Jochen Cloetens on 4 January 2012 in New (ways of using) Media | 7 Comments

Time for confessions, I love Iron Maiden! Not only for their great output of timeless heavy metal classics, but surely for their unique brand management over time as well. Like many major bands, it might not surprise you Iron Maiden is more than just the artists. It is a serious business with well thought out marketing budgets.

However, while many major bands still use traditional promotion pushed through various new media channels, Iron Maiden seems to understand the power of conversations. Next to their advanced experience marketing programs (join singer Bruce Dickinson on board of his Boeing 747), presences on Google+, Facebook and Twitter, they dare to reach out to the fans in a unique way. Let’s explore what happened earlier this week. → Click to continue reading…

How to: create Google+ Brand Pages

By Stijn Vogels on 15 November 2011 in New (ways of using) Media | 2 Comments

Brand pages for Google+ have finally arrived. In this article we will show you how to create a page for your brand, and share our first impressions after a week of use. Keep in mind that the platform is still young and under development.

When Google launched their social network in June 2011, an immediate battle for precious invites ensued. Companies and brands were left a bit out in the cold. Brand pages was a much-requested feature and Google commented that their were working on it.

So now the moment has finally arrived where we can all setup a page for our own brand. → Click to continue reading…

Tough day for the DKNY community manager

By Hélène Debaisieux on 30 November 2010 in Cleverwood | Comments Off

Nobody can really claim to be protected from a clash in the field of social media! The last brand to bear the brunt of it is DKNY. The PETA members, an american organization fighting for the animal rights, have used the DKNY fan page to scream loud their disagreement with the fact DKNY was using rabbit fur for some clothes.

Everything begun with some chronologically calculated posts made by members, renamed for the occasion. All the posts together were forming  ”DK Bunny Butcher”. In just 14 posts/capital letters, the nice tone of voice of the page begun to be submerged with PETA critics!

On the brand side, total silence, no reaction, no comment! One “DK Bunny Butcher” and no less than 87 posts, +/- 825 likes and +/- 247 comments later, still no reactions from DKNY.

The comments were growing increasingly with the hours, but still no reaction… For 6 hours the fan page was an accumulation of insults and abuses.

→ Click to continue reading…

Debriefing the Netlog brand day

By Christelle Deliens on 3 April 2009 in New (ways of using) Media | 2 Comments

I followed the first Netlog’s brand and developer day and it was quite interesting to see how much Netlog is a vector of great innovative brand initiatives. My favorite: Snickers!

Toon Coppens (CTO and co-founder of Netlog) opened the session with a Netlog presentation by, followed by Inge Wiame (Business Developer-Netlog) on  ”the power of the brand page”. She highlighted really well the importance to have a brand page, to be visible and to create integrated campaigns and contest on your brand page because it’s works! Young people love to share skins, videos, pictures so don’t hesitate to be creative. → Click to continue reading…