Best of Social Media Round-Up April 30, 2012
POSTED BY Stacy DeBroff AT 4:32 PM
Brand Social Media Marketing Strategies
Use Social Curation To Build Brand Presence from MediaPost: Marketing Daily
Interesting article by Roger Ebert (the movie guy):
Engaging social curation can positively increase the reach, relevancy and credibility of your brand. Social engagement is a multichannel dialogue that requires vigilance -- but the payoff is that it builds reach and lasting relationships with your customers and the community.
Get Rid of Negative Facebook Ads With Dove’s ‘Ad Makeover’ [VIDEO] from Mashable
Another reason Dove really resonates with women. They know exactly how to target women, and with campaigns that hit a personal note: (Video)
That’s the aim of a new marketing campaign from Dove. The beauty goods manufacturer released a Facebook app in Australia that allows users to replace negative ads with one of eight messages designed to boost women’s self esteem. One message reads, “Your birthday suit suits you.” Another: “The perfect bum is the one you’re sitting on.”
Kimberly-Clark jokes about Cottonelle moist wipes from SmartBrief
More toilet paper campaigns prove social media can even handle the most sensitive subjects:
A Kimberly-Clark campaign via Facebook is trying to wipe out the embarrassment associated with using flushable moist toilet wipes. Ads for Cottonelle Fresh Care show people nicknaming the practice of using a moist then a dry wipe as "the clean getaway" and "two-handed tango," among other humorous names. The ads then direct viewers to Facebook to come up with their own terms for the practice -- without overtly specifying a proper bathroom procedure. "We don't as a brand want to push a toilet routine, but we want to activate the conversation," said Biggs|Gilmore's Dean Suarez-Starfeldt. The New York Times (tiered subscription model)
Boosting ROI with sweet tweets from MediaPost: Online Media Daily
This is really interesting to see how brands are measuring the ROI of tweets—and Ben & Jerry’s sampling model is something brands should look to as guidance when thinking about a Twitter presence:
Jay Curley, integrated marketing manager at Ben & Jerry’s, tells Marketing Daily how using Twitter as an integral part of its sampling program has boosted its ROI.
Trop50 Extends Products -- And 'Girlfriends' Campaign
Aw, we love Jane Krakowski!
PepsiCo continues to build on the impressive success of its half-the-calories juices brand, Trop50, with (more) new extensions and new “Girlfriends”-themed TV spots starring "30 Rock" star Jane Krakowski.
Insights and Studies
Engagement aint Nothing but a Number. Why 1% Isn’t good enough from Social Media Today
Ideas about redefining “engagement” for brands from Brian Solis:
“A recent study published by Ehrenberg-Bass Institute, an Australia-based research group found that less than 1-percent of Facebook “Fans” actually engage with brands.”
How To Turn Your Digital Thought Leadership Into Business Development (CMO.com)
How open communication with readers can focus biz dev perspective:
For B2B firms that view their online journals as a forum to host an open exchange with readers, the rewards are there. What's more, the very tools used to create the exchange can be a rich source of data to help guide ongoing marketing efforts.
Forrester Rates Top 'Listening' Platforms/Vendors from MediaPost
Social media is a great tool for measuring consumer sentiment -- if you’re using the right “listening platform.” Aiding in the decision process, Forrester has released a 64-criteria evaluation of enterprise “listening” vendors, which it breaks down by product fit, customer success, and Forrester client demand:
Fresh off its acquisition of Cymfony, Visible Technologies shared the top spot with Radian6 thanks to their flexible dashboards and inventive road maps. “The landscape consists of many strong performers,” according to Zach Hofer-Shall, social intelligence analyst at Forrester, and lead author of the report.
Additional standouts included Attensity with its data-processing focus; Converseon with its research reporting; Networked Insights with its focus on media planning and buying; NM Incite with its consulting services; SDL with its data collecting; and Synthesio with its international expertise.
Social Media
Father Puts Wire on Son with Autism, Records Verbal Abuse from Teacher Huffington Post
This story will break your heart and infuriate you. A father had been receiving reports from his son’s teachers that he was having violent outbursts and hitting his teachers. Confused by these reports – he put a wire on his son to wear to school, which showed his son's teachers verbally abusing him. Outraged, the father turned to YouTube and shared the recordings and his disgust – and within a few days it already has over 3 million views:
The two (teachers) engage in inappropriate conversations, like joking about their alcohol abuse and sex lives in front of their students -- all of whom have behavioral conditions and, according to Chaifetz, communication difficulties that prevent them from relaying the conversations to their parents.
Integrated Marketing: 4 Reasons Social Media is Needed from Social Media Today
Need more reasons to participate in social media?
‘There are four areas where social media works. In addition to providing opportunities, they provide the reasons companies need to participate.’
Your Start-Up Life: Am I Wasting My Time with Social Media? Huffington Post
From large companies to start-ups, we oftentimes find ourselves explaining to a client why they would benefit from running a program with us. This article has Rana Florida (CEO of The Creative Class Group) answering a certain entrepreneur’s question as to why social media is beneficial:
You're right; the options to connect and engage through social media are very thick and constantly changing. Social media can greatly enhance sales and a brand if done correctly but a wrong step can also turn off customers and tarnish a reputation -- just think of Alec Baldwin's Twitter rants about American Airlines or Charlie Sheen's #winning hashtag
Klout
Klout to Launch Brand Pages: Should Marketers Care? From Hub Spot
Klout is currently in beta testing mode of brand pages and Marketers should pay attention. Your brands' most influential speakers will now have a chance to do PR for you. In turn, they will become loyalists and activists of the brand. The additional benefits for the brand include knowing the activity around your brand, perks for your customers, and news on your brand in the space:
Earlier this week, Klout announced its own version of brand pages -- Brand "Squads." Klout calls these pages a "way of giving influencers a place to be recognized and have a direct impact on the brands they care about most."
And while influencers get excited for their potential to be recognized by top brands, social media marketers also have plenty of reasons to be excited for this cool new tool.
When more pins bring more problems from SmartBrief
Pinterest can increase web traffic for companies that otherwise wouldn’t have the exposure, but just like any other social media platform, negative sentiment can quickly spread as well:
Jewelry-maker Michelle DiFilippo-Espinoza had a bad experience with Pinterest when unscrupulous individuals stole images of her products and used them to spread malware. "People thought I was not a legitimate business. I lost sales because of it and had to rebuild and regain trust in the Internet community," she said. To help prevent future problems, DiFilippo-Espinoza now places watermarks on her images and remains on watch for suspicious users. The Daily Dot
Facebook Marketing: Why Less Is More from Mashable
With all the campaigns currently run on Facebook, it’s important to keep in mind “what will resonate” rather that “how much can we do?”
It’s hard to keep track of what’s actually working for brands on Facebook. The most recent numbers actually indicate fan growth slowed with the Brand Timeline switch. But thinking smart transcends those changes — and never goes out of style. You want to engage your audience and make sure that they feel like they’re apart of something — not just being marketed to,” Shankman explains. “Then they will do your PR for you.”
Study: Facebook Timeline gives brands an engagement boost from SmartBrief
How beneficial is the new Timeline change for brands looking to connect with fans on Facebook?
Brands have seen a spike in user engagement since switching to Facebook's Timeline layout, according to a Simply Measured analysis. The 15 brand pages studied saw their per-post engagement increase by an average of 46% in the three weeks after adopting Timeline. eMarketer
Google+
Google Adds a ‘Share’ Button for Google+ from Mashable
As these platforms continue to copy one another, there will be no way to differeniate them, and only one can prevail:
The new button enables website operators to more easily encourage visitors to spread content among connections on Google’s social network. It’s the latest step in integrating the social network with content across the web. The Share button joins the already existing +1 button, which enables Google+ members to indicate that they — for lack of a better term — like a page or an article.
Instagram's iPhone Success Story from MediaPost
Instagram is one of the most popular ways to post photos to Twitter. These visual apps are a fast success – but is it global?
Adoption of Instagram can be region-specific. In the U.S. iPhone market, it took only one day from the app’s release for it to become the top-ranking app in the Photography section. In Korea, it took 187 days, France 82 days, and China 58 days. For most non-U.S. nations, however, Instagram’s dominance of the photo section took less than a month from the time it was released into that market.
Marketing to Moms
We Love Mom: Mother's Day Spending To Rise from MediaPost: Marketing Daily
For all the Moms out there!
By far, the most common purchase is a greeting card, with 83% of the sample planning on buying one, followed by flowers, the choice of 66%, and some sort of pampering service, such as a spa day, a facial or a massage (58%).
Walk Score Places a Value on How Easy It Is to Navigate a Neighborhood from Wall Street Journal
An interesting way for concerned parents to evaluate their neighborhood, especially as their children get older and start going out or driving by themselves:
“Seattle-based Walk Score has created an easy way to evaluate how walkable and public-transportation-friendly a neighborhood is on a scale from one to 100. A 90 and higher is a Walker’s Paradise, meaning that daily errands there do not require a car. On the other end of the spectrum, and for scores under 50, it means there are very few amenities within walking distance and that people are car-dependent. For example, Seattle ranks as a 74.”
Walmart.com Lets You Pay with Cash When Shopping Online
Many Moms are on a budget and do not utilize credit cards. This is a new way for Moms to make the most of their tight budget by shopping Wal-Mart online and being able to pay with cash:
“In an interview, Joel Anderson, president and CEO of Walmart.com, said the new feature is targeting people who don’t have access to debit or credit cards. The fact that only 15 percent of our transactions are done in the form of credit at our stores means there’s a large percentage of Walmart customers who are dependent on cash to transact online. We definitely think it is a big opportunity,” he said.”
‘Moms for Mitt’ Flock to New Romney Facebook Community [EXCLUSIVE] from Mashable
Moms will play a large role in the upcoming election due to their influence on their social media platforms:
An unexpected social media byproduct has risen from the “War on Women” debate between Democrats and Republicans: Mitt Romney’s team was able to build an 80,000-strong women-centered Facebook community nearly overnight. The Romney campaign created “Moms for Mitt,” a Facebook community that’s being used to display Romney’s life as father and husband and to share infographics dealing with women’s issues.
Mobile Marketing
Infographic- Great Trends in Mobile from Social Media Today
New mobile trends, and a nice infographic!
“The folks at CultureLabel.com recently put out this fabulous infographic that shows how quickly mobile has become a mainstay of our everyday reality. In fact, it represents a potential paradigm shift for consumers and businesses alike, both in our personal and professional lives.”
Parents Find Use In Smartphones from MediaPost: Marketing Daily
Parents learn how to use smartphones (Oh Em Gee!)
According to a survey of more than 2,200 adults by Harris Interactive on behalf of LG, more than half (57%) of all parents said they relied on their smartphone to keep them on track.
US mobile ad spend to double in 2012 from MediaPost: Online Media Daily
How much focus should a brand put on a mobile ad survey or program?
A new forecast from Strategy Analytics projects mobile ad spending worldwide will grow 85% in 2012 from $6.3 billion to $11.6 billion.
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