{"id":3,"date":"2011-06-16T22:11:30","date_gmt":"2011-06-16T20:11:30","guid":{"rendered":"http:\/\/karaszewski.com\/blog\/?p=3"},"modified":"2011-06-17T19:25:19","modified_gmt":"2011-06-17T17:25:19","slug":"we-took-the-divergent-path-and-fucked-ourselves-royally","status":"publish","type":"post","link":"https:\/\/karaszewski.com\/meh\/2011\/06\/we-took-the-divergent-path-and-fucked-ourselves-royally\/","title":{"rendered":"We took the divergent path and fucked ourselves royally"},"content":{"rendered":"<p>Dobry benchmark social medi\u00f3w (aka snake oil 2.0) &#8211; Pepsi przesun\u0119\u0142o dziesi\u0105tki milion\u00f3w dolar\u00f3w z telewizji do social media. Rezultaty imponuj\u0105ce &#8211; 5% spadek udzia\u0142u w rynku (wart circa 400 mln $) oraz, po raz pierwszy w historii, spadek na trzecie miejsce na li\u015bcie najpupularniejszych napoj\u00f3w. Nad projektem <a title=\"Social media's massive failure\" href=\"http:\/\/adcontrarian.blogspot.com\/2011\/03\/social-medias-massive-failure.html\">zn\u0119ca si\u0119 z\u0142y cz\u0142owiek z Ad Contrarian<\/a>:<\/p>\n<blockquote><p>The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million &#8222;likes&#8221; on the Pepsi Facebook page; almost 60,000 Twitter followers. The only thing it failed to do was sell Pepsi.<\/p><\/blockquote>\n<p>Gdyby kto\u015b w Pepsi (np. <a href=\"http:\/\/adcontrarian.blogspot.com\/2011\/03\/pepsi-follies.html\"><em>chief consumer engagement officer<\/em><\/a>) czyta\u0142 McLuhana, to m\u00f3g\u0142by si\u0119 dowiedzie\u0107, \u017ce nowe media nie zast\u0119puj\u0105 dotychczasowych, but hey! Jestem pewien, \u017ce by\u0142 to fajny projekt dla agencji, zgarn\u0105\u0142 sporo nagr\u00f3d i kto\u015b sobie kupi\u0142 nowy samoch\u00f3d i du\u017co kokainy. Well done.<\/p>\n<p>Jako bonus, inny zacny tekst tego\u017c autora, na podobny temat (gdy\u017c nie lubi on wyra\u017anie reklamy internetowej) &#8211; <a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/gravity-and-web-125687\">Gravity and the Web<\/a>:<\/p>\n<blockquote><p>Can anyone name even five serious non-native, consumer-facing brands that have been built primarily by Web advertising? Is there a major brand of coffee, butter, beer, bread, chicken, gasoline, soda, peanut butter, dog food, milk, tires, potato chips, life insurance, lawn mowers, toothbrushes\u2014you get the point\u2014that has been built primarily by Web advertising? I\u2019m a little slow, but frankly, I can\u2019t even think of one.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Dobry benchmark social medi\u00f3w (aka snake oil 2.0) &#8211; Pepsi przesun\u0119\u0142o dziesi\u0105tki milion\u00f3w dolar\u00f3w z telewizji do social media. Rezultaty imponuj\u0105ce &#8211; 5% spadek udzia\u0142u w rynku (wart circa 400 mln $) oraz, po raz pierwszy w historii, spadek na trzecie miejsce na li\u015bcie najpupularniejszych napoj\u00f3w. Nad projektem zn\u0119ca si\u0119 z\u0142y cz\u0142owiek z Ad Contrarian: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/posts\/3"}],"collection":[{"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/comments?post=3"}],"version-history":[{"count":10,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/posts\/3\/revisions"}],"predecessor-version":[{"id":8,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/posts\/3\/revisions\/8"}],"wp:attachment":[{"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/media?parent=3"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/categories?post=3"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/karaszewski.com\/meh\/wp-json\/wp\/v2\/tags?post=3"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}