Who is your client? What are its media goals?
Joe Ciarallo: Buddy Media specializes in building, promoting, and monitoring branded applications for social media sites such as Facebook and MySpace. Its goals are to position social media applications as a new advertising unit. We were brought on board to deliver this message to top-tier business, marketing, and advertising outlets.
What made AdAge.com such a good hit for them? How did you pitch the editors there?
Ciarallo: AdAge.com is one of the key reads for advertisers, marketers, and brand managers. We had done background meetings with editors [and] producers there late last summer, but saw an opportunity when a Gartner Group analyst began to question the effectiveness of social media. Buddy Media had research highlighting not only the growing strength of social media applications, but also their impact, so we used that as a hook for a story on how major brands were gravitating to these programs despite the tough economy.
Did you media train Buddy Media CEO Michael Lazerow? What other information did you provide to help clinch this placement?
Ciarallo: Michael is a former journalist, so it was a bit easier. The AdAge.com video producer came to Buddy Media's offices and shot the interview in 45 minutes. We also provided statistics on social media applications and brought to their attention comments by Procter & Gamble on its growing interest in these applications.
What was the impact of the hit?
Ciarallo: The video interview with Michael and a story ran on the front page of AdAge.com. Buddy Media's COO said it had several Fortune 500 leads from this placement alone, so they were very happy with our work.
Name: Joe Ciarallo, SAE at the Horn Group
Placement: AdAge.com, November 13
Pitch timeline: Three months