Patrons shop at a Chick-Fil-A restaurant in Pensacola, FL, on August 1, 2012, following backlash over owner's stance on traditional marriage.
In today’s Signal, Facebook takes “A Chance…”; the HuffPost video network goes live; banner ads don’t move people, but television advertising does; Twitter followers for sale to Mitt Romney and everyone else; right or wrong, Chick-fil-A’s stance on gay marriage made an emotional connection with consumers on a single statement and without a broadcast campaign; and more.
To the links…
Milyoni Gives Ovation Facebook Fans ‘A Chance To Dance’ (AllFB) Milyoni, a social entertainment provider, will team up with cable network Ovation to present a reality competition series called “A Chance to Dance,” which will air simultaneously on TV and on Facebook on August17. FB users who like the Ovation page will be able to watch all seven episodes via the social network, and access exclusive interviews and content as they chat with friends.
Huffington Post Launches Live Streaming Network (HuffPost) It’s all about the “global conversation” and the shift from presentation to participation for the Huffington Post. On Monday, the network launched with ten hosts, eight hours of live programming each weekday out of New York, and four hours out of Los Angeles. Highlights will be shown overnight and on weekends.
There’s No Such Thing as a Banner Campaign (Digiday) Even though over $7B was spent on banner ads last year, they still don’t move people. And until the Internet offers an ad unit at scale that does, brands will wage their campaigns elsewhere, such as on TV, a medium that allows storytelling and evokes emotion.
The Twitter Underground Economy: A Blooming Business (BarracudaLabs) Creating fake Twitter accounts and buying/selling followers is against Twitter’s terms of service, nevertheless the combined practice is a fast-growing business that’s forming a series of underground markets. Should Twitter get a grip on this?
Chick-fil-A introduces the Next Hot New Trend in Marketing (Forbes) Writer Phil Johnson supports same-sex marriage, but he won’t boycott Chick-fil-A. Why? Because he believes that Chick-fil-A has established its brand on a real issue, instead of a witty slogan. In taking a stand and crystallizing a social position, the company’s president, Dan Cathy, has, according to Johnson, “achieved the holy grail of modern marketing and created an emotional connection with customers, engaging them in an authentic conversation about their lives and the company. … There’s something to be said for knowing who you’re dealing with … and what a brand stands for.”
Men Close Gap with Women on Social Networks (eMarketer) Women’s greater dominance of Facebook is shrinking. Nearly 55% of Facebook users this year will be women, down from 57% in 2010 and expected to fall further to 53.2% by 2014.
What Is Strategy? (@Rishadt) As the Chief Strategy and Innovation Officer of VivaKi, Rishad Tobaccowala claims that strategy development can be broken down into three simple words and steps: Future Competitive Advantage.
Brand View: Facebook’s New Targeting Options (Digiday) Digiday’s Giselle Abramovich talks to brand execs about Facebook’s efforts to improve its advertising performance, and asks them what marketers are currently getting out of the platform.
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