Weren't able to attend the 2009 Marketing to African-Americans with
Excellence (MAAX) Summit? Order the workbook which contains hard
copies of the presentations made by some of the nation's top experts on
Black consumer marketing, including:
Carol H. Williams Agency
Media Economics Group
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
2009 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
Bill Cosby gives
marketers a lesson in how to achieve social media success
By Kenneth Hein
(November 12, 2009) Bill Cosby has taught us about a lot of things over
the years, like parenting skills, how to pick out snazzy sweaters -- and
now, how to succeed at social media.
Cosby held a "virtual town hall" on Oct. 19 to discuss issues that face
the African-American community and support his latest album, "Bill Cosby
Presents the Cosnarati: State of Emergency." It features rappers Jace
the Great, Brother Hahz and Super Nova Slom.
Since then, Cosby has taken social media by storm. The event, held at
Ustream, generated 1.3 million views, placing behind only President
Obama's inaugural address and a chat with the Jonas Brothers. Cosby has
644,654 Twitter followers and 25,569 fans on Facebook (which offers a
"Dress Like the Cos" app). Following the event, visits to BillCosby.com
increased by 1,400 percent.
Within the two days that followed the town hall, there were 47,448 plays
on the "State of Emergency" streaming player. The digital MP3 promoting
the album was viewed by 50,727. On Nov. 10, the album download was made
available on Amazon for a special price of $1.99. It peaked at No. 7
among all Amazon MP3 downloads sold. It is now $7.99 at Amazon and will
debut at other retailers on Nov. 24.
Lynne Johnson, svp, social media at the Advertising Research Foundation,
was not surprised that Cosby soared from social media neophyte to star
in a matter of days. "People are fascinated with celebrities," she said.
"What marketers can learn is that if they have the right story to tell
and the right celebrity, it can go a long way in social media. Putting
celebrities with social media and a brand [or in this case, record
launch] seems to be a successful formula."
Others are catching on. Yesterday, for example, Nikon unveiled its
latest ad campaign via a Tweet from Ashton Kutcher. Kutcher, a
Twitterati as well as a movie and TV star, is also the brand's
Now that Cosby has gained critical mass in the digital world, he plans
on putting it to good use. He is asking people to visit BillCosboy.com
to host and sign up for "listening parties." His hope is that people
will get together, listen to the CD and talk about some of the topics,
which include abuse, self-respect and peer pressure.
Party hosts receive a CD, album lyrics, a list of talking points and the
companion book Come on People: On the Path From Victims to Victors,
which was co-authored by Cosby. He will be calling in to welcome people
to listening parties on Dec. 12 and 13.
"Our children are trying to tell us something, but we are not
listening," Cosby said in a statement.