About the author: Andy Sernovitz | SmartBlogs
Andy Sernovitz is author of “Word of Mouth Marketing” and the word of mouth marketing blog/newsletter “Damn, I Wish I’d Thought of That.” Andy teaches Word of Mouth Marketing at Northwestern and the Word of Mouth Marketing Crash Course.
By Andy Sernovitz on July 9th, 2015 | 60081Comment on this postAndy%27s+Answers%3A+How+Old+Navy+brought+a+social+campaign+to+the+real+world2015-07-09+11%3A05%3A08Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D60081
When Old Navy turned 20 last year, they held a celebration meant to put the spotlight back on their fans — as well as earn some real-world buzz. Using 20-foot machines in Times Square and Hollywood, they recreated rasterized images of their fans’ selfies by blowing up nearly 1,000 balloons.
How it works: Fans tweet a photo to Old Navy with #selfiebration, Old Navy’s community managers manually approve and prep the images, the machines illustrate them in balloons, and Old Navy creates a gif to tweet back to the fan of their selfie being blown up.[…] Continue Reading »
By Andy Sernovitz on June 17th, 2015 | 59667Comment on this postAndy%27s+Answers%3A+How+EA+puts+social+at+the+center+of+their+media+newsroom2015-06-17+11%3A02%3A33Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D59667
With an audience size on social that rivals some media outlets they pay to advertise, EA’s David Tinson says it makes sense for the brand to become a media company. As the senior VP of global communications, David says his job is to help create a newsroom that’s centered around an opportunity to connect with customers.
In his presentation at SocialMedia.org’s Member Meeting, David shares how they created an internal structure to support listening, content creation and distribution for EA’s media.[…] Continue Reading »
By Andy Sernovitz on June 9th, 2015 | 59460Comment on this postAndy%27s+Answers%3A+How+Toyota+launched+the+new+Camry+through+social+media2015-06-09+11%3A00%3A32Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D59460
As the top-selling sedan in America for 13 years in a row, Toyota’s Camry had a problem: Its popularity earned it a reputation for being boring. So with the Camry’s “bold new” redesign, Toyota’s social team developed a campaign to change the conversation.
In her presentation at SocialMedia.org’s Member Meeting, Toyota Director of Social Media Monica Peterson shares the steps they took to launch the new Camry in social and change their audience’s perceptions.[…] Continue Reading »
By Andy Sernovitz on February 5th, 2015 | 56918Comment on this postAndy%27s+Answers%3A+How+Wendy%27s+embraced+digital+and+social+media+marketing2015-02-05+19%3A37%3A41Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56918
“Convincing a large organization to change what it’s been doing very successfully for decades can be a bit of a struggle,” says Brandon Rhoten, Wendy’s Director of Digital and Social Media in his presentation at our SocialMedia.org Brands-Only Summit.
He explains that with a heavy focus on TV commercials for over 50 years, Wendy’s was very comfortable with traditional advertising — and getting the company on board with social media took three things:
- Headlines: Use external press — both the good and the bad.
By Andy Sernovitz on January 29th, 2015 | 56739Comment on this postAndy%27s+Answers%3A+How+REI+created+a+sustainable%2C+user-generated+content+resource2015-01-29+11%3A45%3A19Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56739
Everyone goes through what Lulu Gephart, REI’s manager of social and earned media, calls “content deserts.” There aren’t any campaigns or promotions going on, you’ve got nothing from your creative department, and finding something compelling to post is difficult. But, Lulu explains, at REI, they’ve developed a hashtag strategy that’s helped them capture user-generated content to use for the long haul.[…] Continue Reading »