Tag Archives: Twitter

Facebook “Likes” More Profitable Than Tweets

17 Mar

Originally posted by Mashable.

by Sarah Kessler, 3/17/11

If event registration site Eventbrite’s experience is any indication, social media marketers looking for monetary returns on their efforts might get more value from Facebook than Twitter.

The company announced Wednesday that an average tweet about an event drove 80 cents in ticket sales during the past six months, whereas an average Facebook Like drove $1.34.

The study, which used in-house social analytics tools to track ticket sales on the site, was a continuation of a similar analysis the company released in October after analyzing data from a 12-week period. That study also indicated Facebook drove more sales for Eventbrite than Twitter, although the difference between the two networks’ sales per post was greater at that point than throughout the entire six-month period (the “value” of tweets increased).

In addition to each individual Facebook Like driving more sales than an individual tweet, the study also revealed cumulative activity on Facebook was greater than activity on Twitter for Eventbrite. People shared Eventbrite events on Facebook almost four times as often as they did on Twitter. The company attributes this disparity to Facebook’s wider reach and greater emphasis on real-world ties.

It’s important to note that only a very small percentage of site visitors shared event pages on either network. Just 1% of people who landed on an event page shared it with their friends; 10% of people who had purchased a ticket did the same.

Obviously people are more likely to share events if they are attending. Their friends, according to Eventbrite’s data, are also more likely to buy tickets to an event shared on Facebook by a ticket holder than one shared by an uncommitted friend. Whether these trends, or any of Eventbrite’s findings, are relevant to other types of purchases is still a matter of speculation. But Eventbrite is betting they are.

“We carefully track sharing behavior in an effort to help event organizers tap into a new world of distribution for their event promotion,” wrote Tamara Mendelsohn, Eventbrite’s director of marketing and former senior analyst at Forrester Research, in a blog post about the study. “But the findings apply broadly to all e-commerce businesses, because the foundations of e-commerce are shifting as the social graph becomes a meaningful influence in driving transactions.”

Image courtesy of iStockphoto, imagedepotpro

5 Twitter tools to manage your tweets

14 Mar

Which one do you use? Originally posted by MSNBC.com.

By Michael Gray, 3/14/11

Programs for your smart phone or computer help keep things straight

Twitter is a great tool for keeping in touch with friends and family. It’s a simple service to use, and it doesn’t take any time at all to get started. For that matter, even learning the basic Twitter lexicon doesn’t take much effort. Twitter really is a pretty straightforward thing to use. You can quickly find yourself gathering more friends on Twitter than you thought were possible — and when that happens, it’s sometimes helpful to use a Twitter client.

These clients are basically programs that run on your computer or smart phone. They automatically load Twitter updates and often chirp or make noise to let you know there’s a new message. This saves you the trouble of going to the Twitter website and constantly refreshing it to keep up to date on your tweets. Most clients have additional features to help make tweeting a little more convenient. Let’s take a look at five of the most popular Twitter clients and what they can do for you.

TweetDeck
TweetDeck is one of the most popular Twitter clients. TweetDeck is available for both Windows computers and Macs, as well as most smart phoness. TweetDeck does a great job of managing both your incoming and outgoing tweets, and it can even help you post images, videos, and link to your Twitter account more easily. TweetDeck runs quietly in the background of your computer, using both a chirping sound and a small pop-up in the corner of your screen to let you know when you have received a new message.

HootSuite
HootSuite is a little more of a professional Twitter tool than a personal client like TweetDeck. HootSuite is built to work with teams, track the results of your tweets, and promote team collaboration. You can even schedule your Twitter updates for a future time, assign tasks to team members, and gauge the impact of your tweets across multiple social networks. If HootSuite sounds a little in depth for the average Twitter user, that’s because it is. However, if you’re getting into Twitter to support your home business or charity, then HootSuite could be a good tool.

Twitteriffic
Twitteriffic is a Mac-specific desktop Twitter client, though it also has versions for the iPad and iPhone. Twitteriffic has a lot of the same functionality as TweetDeck, making it easy to control your incoming and outgoing tweets in one location. If you have multiple Twitter accounts, Twitteriffic also allows you to open multiple windows, which reduces the likelihood that you’ll accidentally send a critical tweet to the wrong account. You can color-code your incoming tweets to help you highlight mentions and replies.

All things considered, Twitteriffic is a simple desktop client for Twitter, even easier to use than TweetDeck. If you want something fast, friendly, and uncomplicated, Twitteriffic is probably the best way to go.

Tweet Button
Twitter provides what it calls the “Tweet Button.” Using Twitter’s online tool, you generate a snippet of HTML code that you can drop on your website. When users click the button, they automatically send a Tweet on their accounts about your website.

This is in no way a traditional Twitter client like TweetDeck, HootSuite, or Twitteriffic, but it is a very meaningful way to get your message out to the public. Dropping this code on your website, blog post, or any place you use HTML will help your audience and readers quickly tweet about your content. This Tweet button is in the top 10 ways tweets are sent to Twitter, so it’s worth a mention.

Flock
Flock bills itself as a “social Web browser.” Essentially, Flock is a Web browser like Internet Explorer or Chrome that includes a sidebar that scrolls incoming messages from Twitter and Facebook. Flock includes tools to manage your contacts across multiple services, sending out tweets and messages to social networks and otherwise supporting your burgeoning social network lifestyle.

Flock is a pretty handy tool if you like to watch your social messages fly by, but it’s not really a dedicated Twitter client. If you’re doing other Web browsing but want to keep Twitter in your peripheral view, Flock is a great option. If you just want to focus on Twitter, though, TweetDeck or HootSuite is probably a better choice.

The final comparison
Ultimately, TweetDeck remains the most popular Twitter client for your computer for a reason. HootSuite is pretty good, but it’s more intended for professional users. Twitteriffic is a strong contender to TweetDeck, but it only exists for Macs. The Tweet Button can let your audience spread your message for you, and Flock is a nice Twitter-integrated web browser. In the end, what you choose is going to be about your own Twitter use.

HootSuite Reinvents Social Analytics ~ Custom Reports to Measure Success

9 Mar

This is very exciting for companies like ours that use HootSuite with our clients! Originally posted by HootSuite.

HootSuite Social Analytics Release

HootSuite Social Analytics

From new networks to more mobile, HootSuite has come a long way in just a short while. Thanks to all the Hoot-Fans who fly with us, the dashboard has surpassed a million users, won awards from Mashable and the CNMAs (and more!) and had plenty of feedback to inspire us to push for even better features and more functionality.

Today we’re thrilled to celebrate yet another milestone, and this one’s all about you. Get ready to see your world of social in a whole new light… HootSuite Social Analytics are here.

Social Results Simplified

HootSuite Social Analytics provide you with a better view of your social spaces with new, more powerful analytics tools, more ways to measure, and customizable reports, all of which are designed to track campaign success and help you understand the return on your social media investment.

Now you can:

  • Track Twitter brand mentions
  • Measure Twitter profile follower growth
  • Examine Facebook Likes and demographics
  • Overlay social link clicks and website visits from Google
  • Select from over 30 report modules to plug into customizable report templates

See the HootSuite Social Analytics in action:

A special thanks goes to the Salteens for their song – Everything They Know About Us

See What’s New

In the newest version of the dashboard, we’ve added to the existing Stats to give you over 30 measurement and analytics tools, all accessible from a handy sidebar within your dashboard. Fear not if you’re a fan of the Stats as they’ve always been — they’ll live in the new menu as Quick Report functions.

New Social Analytics in the HootSuite dashboardUse modules to build reports with HootSuite Social Analytics 

Now, all menu functions live in this new spot on the dashboard. Our cute blinking-owl has flown from the nest (we’ll miss that little guy), which means you can access everything from the Launch Bar: Analytics (formerly Stats), Contacts, Settings etc. will all be available right there.

Get Started

Using the custom reports is a snap. Simply click ‘create report’ and select any one of the modules listed in the Launch Bar to plug them in. The report will start building before your eyes with colorful, interactive graphs and charts. Or, select your modules from a drop down menu at the bottom of the report.

New Reports from HootSuite Social AnalyticsBuild a report from scratch, or start with one of our pre-made templates 

To top it all off, you can create a custom header for your report by uploading your company’s logo. Your name and contact info will automatically be attached to it based on your HootSuite account details too.

Give it a title and change it any time you need. Choose the size of your title, add a paragraph for you to preface your report, and choose the size of that too. Reports are totally customizable!

Customize and Automate

The custom reports available in HootSuite Social Analytics are designed to be as nimble as you are. This means that as your Social Analytics requirements shift, the reports can adjust to your changing needs.

For example, you can:

  • Edit at any time
  • Change the date range
  • Create a print view and export as a PDF
  • Save reports using labels for easy sorting
  • Automate delivery to team members for the most up-to-date analytics

Once you’re done, you can share the report with any registered HootSuite user, not just team members! Send as a PDF only, or allow them to view the dynamic report. And you can view all of your shared reports any time from the dashboard.

Reports For Everyone

Owly for learning and sharing factsThe huge-ness of HootSuite Social Analytics is available to all HootSuite users. So if you’re flying with a Basic free plan or you’ve kicked it up a notch with one of the premium plans, you can rock out in style with these eye opening reports.

Each module will be assigned a certain number of points — so the more complex reporting modules may require more points than the simpler ones. The type of plan you’re on will determine how many points you can use, and you can opt to purchase more credits if you need them at any time.

Try it out and see how versatile reports can be. Basic users who want to see more can upgrade to Pro and get a free 30 day trial with unlimited access to reports.

What Do You Think?

Visit the HootSuite Social Analytics page for more information about these amazing new reports.

We look forward to hearing about the successes you have using the new reporting method, so drop us a line @HootWatch, or comment here on this blog.

Welcome to HootSuite Social Analytics everyone!

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Written by: Ashley Jane Brookes

Charlie Sheen Sets New Guinness World Record for Twitter

3 Mar
Well since everyone else is talking about it…
Originally posted by Mashable.

Facebook’s Growing Role in Social Journalism

28 Feb
Do you think the world is ready for a Facebook-only news organization? This is an interesting read and shows the massive growth of Facebook and how it is changing the way journalists, and those of the like, do their jobs. Originally posted by Mashable.

Vadim Lavrusik
2/27/2011 by Vadim Lavrusik

A Facebook-only news organization? It was only a matter of time.

The Rockville Central, a community news site in the Washington D.C. area, will move all its operations and news coverage to its Facebook Page starting on March 1. This risky move by the site’s editor, Cindy Cotte Griffiths, highlights Facebook’s growing role as a platform for journalists to use for social storytelling and reporting.

When it comes to journalists using social media, Twitter has been the go-to platform for real-time reporting and reaching out to sources, largely because it’s a public platform and most of its content is accessible. But with Facebook continuing to scale and in some ways become more public, it offers journalists an arsenal of content types beyond 140 characters and an alternative destination to connect with new sources of information.

Though Facebook did receive a lot of credit and praise in aiding Egyptians in organizing themselves during what’s become known as the January 25th Revolution, it has also been highly utilized by journalists reporting on the events surrounding the unrest in North Africa and the Middle East. Riyaad Minty, the head of social media at Al-Jazeera English, said the events have demonstrated Facebook’s important role in journalism by enabling reporters to actively monitor the unrest and situation on the ground.

Minty said it has helped Al-Jazeera English track what is about to happen, such as planned protests, gather valuable information in real-time and find valuable sources who can then talk on air with Al-Jazeera journalists. Though Twitter remains the prominent social platform for journalists to adopt into their toolkits, a quiet shift is taking place toward Facebook as reporters discover its utility and application in their work.


A 500+ Million-Person Directory of Sources


One of the key advantages of Facebook over other social platforms is the sheer number of potential sources it presents for journalists. At National Public Radio, its 1.5+ million-member Facebook community is invaluable for finding sources, said Eyder Peralta, an associate producer on NPR’s social media desk.

“There hasn’t been any query that we haven’t gotten good sources for,” Peralta said. From finding high school dropouts to people who have recently been laid off from their jobs, Peralta said the organization regularly posts inquiries for sources as status updates on its page and receives hundreds of valuable responses. “We’re using it as a megaphone, and people have always been extremely helpful.”

An advantage of Facebook is that users are able to privately message anyone on Facebook without having to be their “friend.” So after a reporter or producer sees a source they want to interview, they’ll contact that person through a private message from his personal Facebook profile. In some cases, users will even volunteer their phone numbers in the comments for a reporter to get in touch.

However, searching Facebook for a specific kind of source can be difficult, Peralta said. The search functionality is time-sensitive, and doesn’t include many targeting options. Although for stories in which journalists are trying to learn about a specific individual, the search functionality and learning about a source’s network of friends or their activity can be helpful. With more than 500 million people on the platform and 70 percent of them being outside the U.S., the chances of finding and contacting a source are quite good.

“Facebook provides reporting at scale,” said Malorie Lucich, Facebook spokesperson. Lucich explains that journalists have always listened to the people in their communities and brought together their collective voice by telling those stories. Facebook just makes it easier to bring this practice online, and makes it more accessible and efficient, she said.

Minty at Al Jazeera English said its reporters used Facebook to get a “pulse on reality.” While covering demonstrations and unrest in North Africa and the Middle East, they were able to track activity on Facebook to see what protests were being planned and immediately connect with people involved as sources. “It has allowed us to get a true sense of what average citizens in some countries are thinking and planning,” he said.


Social Storytelling


There are 30 billion pieces of content shared on Facebook each month. That includes news stories, links, notes, photo albums and more. With so much content flowing into the news feed, journalists are finding a voice by amplifying and reporting quality content to interested readers.

“Facebook has dramatically transformed the way journalists do their jobs.”

– Ian Shapira, Washington Post

Journalists such as Nicholas Kristof of The New York Times have expanded their distribution and sourcing to Facebook. Kristof, who has more than 200,000 people who like his page, has used the page to post regular updates from his reporting. Starting with the Egyptian Revolution to his latest coverage of Libya, Kristof has posted detailed descriptions and reports about what he’s seeing and information he’s receiving.

Kristof isn’t the only example, however. Ian Shapira, a staff writer at The Washington Post, used Facebook status updates to tell a moving story about a family’s sorrow. Explaining the process by phone, Shapira said he and his editor decided the story of Shana Greatman Swers, who had died due to unusual pregnancy complications, was best told through her status updates, which had a natural and powerfully personal narrative to them, enabling him to tell the story in a way that a standard print piece would not have been able to.

“Facebook has dramatically transformed the way journalists do their jobs,” Shapira said. “It’s become an essential tool, making our jobs far more efficient.”

Shapira’s reporting shows that sometimes Facebook activity is at the core of the story. Jennifer Preston, social media reporter at The New York Times who has experience in managing the news organization’s Facebook Pages from her previous role as Social Media Editor, tracked the activity around the We are all Khaled Said Facebook Page to investigate how it fueled outrage in Egypt and contributed to a bigger movement. Preston said she went back and read the status updates over last six to seven months from the page, using Google Chrome and Google Translator and could see how this page evolved into such a highly engaged community nearing one million members, and learned that the death of Khaled Said created tremendous outrage over police abuse.

“Understanding how these tools work so that you can listen in on the conversation and understand what is going on is key,” Preston said. “That said, there is nothing like shoe-leather reporting to get the story and get it right — and to be there to capture the voices of the people in real life.”


Community Content & More Tools


In some cases, news coverage would have been impossible without Facebook. Libya is a great example of that, Peralta from NPR said. Even while its own reporters and other foreign press were banned from the country, NPR was able to get photos and videos posted by users in Libya, Peralta said.

“Having the power of a very big community you can tap into, take their pulse very easily and quickly is quite powerful,” he said.

Although Facebook is focused on personal relationships, it has been gradually inching to a more public platform in part due to changes to its privacy settings.

By using tools such as Openbook or FBInstant that enable easy searching for public information on Facebook, journalists are able to find information they are looking for that is tied to specific news events or people. And the trend toward more public information with new features on the site, such as Facebook Questions, which is entirely public, will only further Facebook’s utility as a tool for journalism.

Features like Questions and Facebook Places will offer journalists more tools for their reporting. Questions, for example, could be utilized to find specific sources, poll a group of people for their opinions, or find experts on topics and, well, get questions answered.

Minty said Al Jazeera English used Facebook to encourage users to submit content from demonstrations and protests directly to Al Jazeera, which they would publish through its citizen journalism platform, Sharek.

However, Minty also cautions that journalists still need to verify information being received or posted on Facebook to make sure that it’s reliable. For example, in some cases protest pages and information was set up by immigrants living abroad and the information wasn’t coming from people living in the actual countries where the events were taking place. Journalists need to fact check by getting in touch with people on the pages to get a better understanding of who is behind the online identity, he said.


Facebook-Only News Sites?


Whether it’s through a Facebook Application — built to be a destination for news and discussion — or a Facebook Page that users can subscribe to and receive posts in their News Feed, news organizations are experimenting with building Facebook-only news portals to take advantage of the social distribution on the platform and an existing audience.

The Rockville Central is taking its community news site to Facebook and will focus on curation and civic engagement, instead of duplicating content others have produced. Of course, the big disadvantage is it can’t host its own ads, which isn’t the site’s goals. A larger news organization, Boston.com, which is dependent on ad revenue, has built a Facebook News Application called “Your Bostonusing NewsCloud’s Open Source application platform.

In many ways, the application functions like a news site of its on within the Facebook platform. Users are able to comment on and share stories, ask questions, contribute to a calendar and even post ideas. The most active participants are rewarded by being featured as top users.


‘Incredible’ Distribution & Community


With so many users on Facebook, it serves as a great distribution platform. Minty from Al-Jazeera English said each of its Facebook posts gets a lot of feedback, often receiving more than 1,000 comments. But more importantly, he said, Facebook makes it easy for readers of their content to connect and engage with one another.

“The interactivity and ability for people to discuss the news is what is most beneficial to us,” Minty said.

Al-Jazeera English also added its live stream to all of its Facebook Pages, and the number of views has been “incredibly high” since launching, Minty said. It doesn’t force its readers to go to a site, instead encouraging them to consume the content where they are most comfortable — on Facebook, he said. When breaking news happens, they post an update notifying its readers that a live event is happening and they can watch it directly on the page. The page also became an alternative destination when people in the U.S. were unable to access its website’s live stream. Minty said they took to Twitter and Facebook, letting readers know they could still access its live stream on its Facebook Page.

“Facebook is an incredible distribution platform,” Minty said. It is indeed, as evidenced by the fact that Al-Jazeera English‘s Facebook Page has had 150 million post views since January 25th, according to Minty, and its Arabic page has been growing at a rate of 10,000 new “likers” per day.


Training Journalists


Facebook has been ramping up to improve its relationship with media organizations and journalists. Last July, the company announced its efforts to help media organizations make better use of their products to increase engagement, traffic and more. Since July, the average media organization has seen more than a 100% increase in referral traffic from Facebook, Lucich said.

The company is also looking to work directly with journalists by providing training and resources into how they can best utilize the platform, and by taking feedback on how the platform can be improved, Lucich said. With that in mind, the company recently posted a new position for a Journalist Program Manager, which will be in charge of programs and projects that help journalists use Facebook as a reporting tool.

“We’re only just beginning to see what’s possible with social journalism, as innovative journalists are reporting, finding sources and engaging with readers through Facebook Platform and Facebook products,” Lucich said. “The possibilities are endless.”

The Secret to Great SEO Keywords: Site Search

22 Feb

How do you use keywords? Originally posted by Target Marketing.

By Thierry Costa February 16,2011

Keyword research is an important component of any online direct marketing effort; particularly if you’re working hard to improve results for your search engine optimization campaigns. However, if you limit keyword research to terms people are using on Google, Bing and Yahoo, you’re missing out on data that can help you market to your customers even more effectively: your own site search.

Keywords customers search for on your own website—for instance, very specific product names like “UGG women’s boots”—as opposed to general search terms they use before getting to your site—like “boots”—can yield new ideas for connecting people to your site content.

The beginning of any keyword research effort is using solutions such as Google’s Adwords Keyword Tool, KeywordDiscovery or Wordtracker to uncover the terms your target audience is searching for on Web search engines, how often they search and which other websites appear when people search for these terms. By using these keywords, you expect to improve your natural Web search rankings and deliver targeted traffic to your site.

However, search terms—and especially combinations of search terms—are as varied as the people who create them. The sheer numbers of unique search terms created by Internet users make it difficult to monitor and analyze trends or get a good idea of effective terms potential customers would use to get to your site. Recent studies estimate that up to 40 percent of all search terms are unique, which means the keywords you come up with simply provide educated guesses as to how you can attract customers to your site. To get a more focused picture of keyword terms, you should gather information from your site’s own search box. This will strengthen your keyword list with terms your customers use, so you don’t have to rely on guesswork.

You may find that site search keywords are very different, and often more specific, than the keywords people use to find your site via search engines. For instance, someone may have come to your site through a Google search for the term “medical professionals list.” However, using the search box on your site, they refined their search by typing in “anesthesiology professionals San Jose.” Those are the kinds of long tail search terms you can build a keyword campaign around.

How Social Media Helped Toy Story 3 Win at the Box Office

21 Feb

We loved this article because it shows the power of social media…something we always teach our clients! Originally posted by Mashable.

2/18/2011 by Christina Warren.

The Behind the Social Media Campaign Series is supported by Oneupweb, an award-winning agency specializing in search marketing, social media and design for mid-to-enterprise level brands. Download Oneupweb’s free whitepaper, “The Bloody Truth about Social Media.”

Toy Story 3 was one of the biggest films of 2010. As Pixar’s 11th full-length film, the third and final chapter in the world of Buzz Lightyear and Woody hit theaters in June 2010.

Months before that, Disney and Pixar embarked in a wide-scale marketing blitz that covered television, print and social media. Using Facebook and YouTube to help promote the film, the studio raised awareness and successfully targeted demographics that don’t traditionally flock to Disney animated feature films.

In the following, we take a closer look at the Toy Story 3 social media campaign.

The Campaign

For Toy Story 3, Disney and Pixar heavily marketed the film across different demographics. Pixar films are unique in that they typically appeal to broader audiences and skew older than other animated films. Thanks to films like The Incredibles, WALL-E and Up, it’s not uncommon to see more adults than children packed into theaters when watching a Pixar movie.

From the very beginning, Disney and Pixar made it clear that individuals in their twenties would be a big target for Toy Story 3. The TV and print campaigns for the film largely targeted families and younger children. In an interesting move, however, Disney ran a parallel campaign targeting twenty-somethings via Facebook, YouTube and movie blogs.

In March of 2010, Disney and Pixar announced special cliffhanger screenings of Toy Story 3 at college campuses around the country.

Using Facebook, students with a valid college ID could sign up for special screenings of the film. These screenings were 65 minutes in length and designed to whet viewers appetites for the final release in June 2010.

Targeting college students and doing special campus screenings was the first sign that Disney was serious about targeting socially savvy audiences.

Pixar and Disney also targeted older Generation X viewers with its “Groovin’ with Ken” character profile. The clip, which is very Lifestyles of the Rich and Famous in its approach, introduces audiences to the character Ken. Voiced by Michael Keaton, Ken is one of the funniest characters in the film.

Here’s the YouTube clip:

Going Viral

In April 2010, Disney and Pixar raised the ante for social media campaigns everywhere with the release of the Lots-o’Huggin’ Bear “vintage” YouTube commercials. Purportedly from the 1980s, these ads oozed nostalgia. From the lighting to the clothing, the ads could easily be mistaken for something from 1983. To add to the effect, the clips were given a “bad tracking” VHS effect.


Directed by Chris Cantwell, the two ads were shot in high-definition. The Toy Story 3 Blu-ray edition features a 90-second “making-of” clip showing the ads both untreated and then treated for YouTube.

The details in post-production — as well as the decision to release the clips on YouTube — made the Lotso spots a viral sensation.

To date, the main Lotso clip has been viewed more than 1 million times on YouTube — and we imagine that number can be multiplied several times to counter the variants and copies floating around the web.

These ads, which were released in late April 2010, immediately opened up a wave of press and blog coverage that extended far beyond the typical movie news cycle. The ads worked because it gave viewers a look into the the alternate reality of an animated film — while also acting as a genuinely cool Internet video.

Moreover, the ads managed to promote the film without promoting it. The advertisements were for a new character in the Toy Story universe. This character is integral to the film, however his role in the story is not revealed from the faux ads.

The faux ads were successful enough that Disney released an actual collector’s edition Lotso toy in the fall of 2010.

Targeting Adults

A marketing tie-in between Toy Story 3 and Dancing with the Stars aired in May 2010. Airing on the Disney-owned ABC, a special segment showcased how Dancing with the Stars influenced the animation of a Latin dance number.

This aspect of the campaign felt the most false to us. As funny as Spanish Buzz is in Toy Story 3, the tie-in with Dancing with the Stars just feels awkward. The fact that the appearance received little coverage even across movie and Disney-focused blogs indicates that perhaps this wasn’t the strongest part of the campaign.

The Results

Toy Story 3 was a huge hit with critics, and with fans. The film has gone on to gross over $1 billion dollars worldwide, making it the most successful animated film of all time.

Even before the film’s release, it seemed inevitable that Toy Story 3 would be nominated — if not win — the Academy Award for Best Animated Feature. For Disney, however, that’s not enough. In November, Walt Disney Studios Chairman Rich Ross launched a tongue-in-cheek Oscar campaign for the biggest award in Hollywood: Best Picture.

Speaking with Pete Hammond at Deadline, Ross said:

“With this movie we wanted to come up with a campaign that kept our aspirations clear but at the same time used a tongue-in-cheek approach. It’s all to recognize the quandary which is that no animated picture had won Best Picture, so we used only Best Picture images to reflect that. I feel very confident we have a movie everybody loves, and I want to make sure with our support and our campaign that people don’t feel the consolation prize is the appropriate prize for a movie like Toy Story 3. I think people will look at the ads and feel it’s very Pixar and very Disney. At the same time it’s very clear. Toy Story 3 is a Best Picture. Vote for it. Please.”

The campaign continued to run through January, and Disney has compiled a gallery of the campaign posters. This Oscar campaign is really a cut above.

When Oscar nominations were announced last month, Toy Story 3 received five nods — including Best Picture, Best Animated Feature and Best Adapted Screenplay. Toy Story 3‘s chances at taking home Best Picture are a long shot, though — it’s only the third animated film in history to secure a Best Picture nomination.

In the end, the campaigns for the film before, during and after its release have solidified Toy Story 3‘s role in history, both as a film and as a case study for effective uses of social media and viral marketing.