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Barbie Gets her Code On Thanks to Mattel's Social Strategy

According to Cynthia Neiman, VP of Mattel Digital Network, the world of women is divided into two groups: those who had the Barbie Dream House when they were kids and those who didn't. (I did. I was an only child.) It's a hard admission for someone who likes to be seen as all hip and street-savvy to admit, but I'd maintain that forging a truly creative career comes from a rich imaginative life somewhere in times past. But we're not here to compare childhoods.

Neiman's role on our very advanced "Brand Innovators" panel at digiday:SOCIAL in LA was all about empowerment, and the ability of social networks to communicate with brands in new and interesting ways. Barbie is on her 125th career since the 1950's and to celebrate, cyberfans got to vote on what she'd tackle next. Mattel's early money was on "News Anchor Barbie," but it was not to be. Computer programmers -- dare we say "cyber-chicks"? -- banned together en masse to vote in "Computer Engineer Barbie," now on order for delivery in October. We're sorry she'll miss our next digiday:SOCIAL show in mid-September where she'd have the opportunity to show off subtle details, like the fact that her Tee spells "Barbie" in binary.

But as these insightful panelists all capture in their remarks in the video at upper right, brands' willingness to play with your fans -- whether in pomegranite orchards with Pom Wonderful, or with the idea of winning the Publisher's Clearing House Sweepstakes -- is what sparks the most sincere consumer loyalty.

It's Friday, so play a little and watch one of our best digiday panels of all time.

 


Mobile State of the Industry Survey, Q1 2010

Part of the difficulty in trending mobile marketing spending, even among the digital marketing and media professionals that make up the audience for DM2Media events and information, is that, among leading edge digital practitioners, change can happen almost overnight.

In August 2009, DM2PRO.com surveyed 30,000 of its constituents and garnered 292 marketing, publishing and technology respondents willing to discuss their mobile marketing experiences in advance of digiday:MOBILE in NYC in mid-September. While these responses were viewed as encouraging by industry proponents in terms of their projected spending for last year’s holiday quarter, they paled in comparison to forecasts a mere 5 months later.

By Q1 2010, in preparation for the digiday:MOBILE LA show March 8, the number of respondents to the Mobile State of the Industry Survey had more than tripled to 985, and mobile spending projections took a similar leap.

This larger data set revealed a growing experience base with mobile advertising, across all three primary constituent categories: publishers, brands and agencies. Publishers who’ve developed experience with mobile advertising jumped 9.7 percent, brands nearly 12 percent and agencies 7 percent.

But even trending this enlarged experience base doesn’t seem as if it could account for the rise in individual mobile budgets respondents predicted in the more recent survey. Click here to download our Q1 White Paper and here for an expanded slide deck. You can get the full "immersion" experience by watching David Gwozdz's presentation of our first cut of the data at digiday:MOBILE in the video at the top right of this page.

 

 

digiday:MOBILE, SOCIAL Rocking 'ROI'

Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales, leads our "viderati" at digiday:SOCIAL March 9, with his comments about how social media contributed to Toyota consumer damage control. But the whole video line-up will be loaded over the next couple of days. One of the major themes: how do you define "ROI" for something you HAVE to do?

 

 


Note that WE'VE OPENED both our full conference video and our COMMUNITY Site to members without a password. If you want to post your own video, podcasts or blogs, you'll still have to register, but there will be no other barrier to the growth of the most digitally savvy media and marketing practitioners in the business Click on Video to see our two most recent conferences digiday:MOBILE and digiday:SOCIAL in LA, or on COMMUNITY to start building your own connections.



Headlines

  digiday:REWIND
Mar 11, 2010
Links to recent digiday;EVENTS from MOBILE/SOCIAL LA to digiday:2009. An index to "Best of Digiday" with links to presentations and video.
  digiday:SOCIAL LA March 9: Annotated Agenda (in: digiday:PRESENTATIONS)
Mar 10, 2010
How do you measure ROI for social media campaigns when it's so clearly something you have to do? From the first conversation involving Toyota's baptism by fire into the medium to the last panel examining how Barbie got her "geek on," the star-studded cast of our first LA social show shared real-world experiences on how they've used social media to transform the behavior of the corporate enterprise, customer conversations, movie promotion, product development, brand differentiation and more. This version of the agenda has the actual powerpoints and movie presentations attached.
  DIGIDAY:MOBILE LA March 8 (in: digiday:PRESENTATIONS)
Mar 9, 2010
A power-backed day that started with a ChaCha, lunched Google's top mobile ad diva, and closed with a bang (and we mean that literally), is now entirely coded and loaded! Members can click to download all the day's hot powerpoints to peruse at their leisure.
  digiday:MOBILE Takes LA on Oscar Night (in: Mobile)
Mar 7, 2010
Mobile innovation marks both the program AND the show itself as DM2Media launches "EcoShow" for its sponsors and attendees. The QR- or SMS-code-triggered virtual show bag saves trees and puts all the show materials in one place for later browsing and follow-up. AND, both DM2PRO and digiday:DAILY go mobile too with the launch of their iPhone app Monday, March 8.
  Morgan Stanley on the Mobile Decade (in: Mobile)
Jan 8, 2010
It takes Morgan Stanley 424 pages to say what I did in 28: it's still early in the era of the mobile Web, but things are about to heat up. It's not exactly light reading, but the 92-page slide "highlight reel" is probably worth booking a conference room and just kicking the ideas around. Here's DM2PRO.com's take on where MS got it right or wrong in projecting mobile's advances in "the tens."
  Flood of New Entrants To Enter Mobile Apps in 2010 (in: State of the Industry Surveys)
Dec 22, 2009
A groundbreaking study on the current strategies and future plans of more than 600 major advertisers, agencies, publishers and application developers shows social app spending will flatten while mobile app investment soars. Members may download the more than 100 slides and a 27-page report summary.
  Digiday: APPS LA Opens Pandora's Box on How Apps are About to Be Everywhere (in: Marketing)
Dec 18, 2009
KickApps' Michael Chin kicked off the show in LA, which unveiled new research about the adoption of apps by the advertising and publishing industry (including how long it may take for Android to catch iPhone), and extensive case studies from the likes of James Cameron's Avatar, Toyota's Prius, Oakley, Pizza Hut and the NBA. Members have access to full video, powerpoints -- everything we can bring you without the priviledge of being there in person.
  Can Feds Really Regulate Privacy When They Can't Define it? (in: Marketing)
Dec 17, 2009
The FTC's Privacy Workshop did what all good government examinations do -- spawn new industry programs and solutions to the perceived "problem." But does the government really understand what privacy is? What are consumers trying to protect, and how can publishers and marekters acquiesce to their wishes and still use their behavior to target them with advertising they might actually want?
 
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