Traction
Traction has worked for: Sun Microsystems, SAP, Adobe, and Bonny Doon Vineyard.
Something cool:
Traction worked on the "Real or Fake" campaign, which Adobe used to raise its profile among college students. The campaign, which is no longer live, asked users on Facebook to guess whether photos were real or fake, with the ultimate goal of driving sales for Adobe's Photoshop product.
"The creative idea was great, but the campaign was successful because it was strategically engineered to be on the right platform for the audience (college students) and to move them from engagement through conversion," says Adam Kleinberg, CEO of Traction. "The results were astounding."
For a case study on those results, click here.
What do you say to a prospective client who's on the fence about social media as a vehicle for delivering its message?
Kleinberg says:
I remember a time in the not so distant past when brands were asking, "Do we really need a website?" Social media isn't going anywhere. Every month you put off trying to understand this medium is six weeks you'll spend playing catch-up to your competitors later on.
Michael Estrin is a freelance writer.
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