By Andy Sernovitz on November 14th, 2013 | 47554Comment on this postAndy%27s+Answers%3A+Why+Coca-Cola+is+telling+their+own+stories2013-11-14+12%3A00%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47554
When you think of Coca-Cola, you probably think of a lot more than just a brown, fizzy drink (soda, pop, Coke, whatever you call it where you’re from). Instead, you think of their branding — you know, a vintage Santa drinking out of a glass bottle, the polar bear family, “I’d like to give the world a Coke” type of stuff.
These are all stories Coca-Cola has told over the years — and they’ve got a lot of them. But now, they’re taking an even more proactive approach to telling them. That’s what The Coca-Cola Journey, their dynamic online magazine, is all about — serving as a hub for the stories Coca-Cola wants to tell.
According to Ashley Callahan, Coke’s manager of digital communications and social media, there’s a lot that goes into creating and sharing them. She explains how it works in her presentation at SocialMedia.org‘s BlogWell conference:
- Why have a content hub?
By Stephen Yusko on November 12th, 2013 | 474581 comment on this postLessons+from+Charmin%27s+Twitter+win+and+Home+Depot%27s+fail2013-11-12+12%3A12%3A22Stephen+Yuskohttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47458
This past month, SmartBrief on Social Media ran a story on the success of stupidity as a social media strategy. Writer Carol Tice noted that “patently ludicrous” campaigns were more likely to get noticed, and less likely to face a backlash.
This past week, we got to see some social media stupidity in action, and we learned that there is a right way and wrong way to play dumb.
Two tweets — one by Charmin, the other from Home Depot — offered a stark contrast in social approaches, but on the surface they appeared similar. One featured a bear, the other a gorilla. They both aimed to be silly conversation starters. And both were eventually deleted.
But the tweets, consumer reaction to the tweets, and the brands’ own responses were anything but similar.
Home Depot’s tweet was called “bizarrely racist” and “seriously offensive.” It appeared to be the result of a painfully ignorant person, whether or not the racist undertone was deliberate. (read more…)
By Constance Aguilar on November 11th, 2013 | 473441 comment on this post4+tips+for+monitoring+your+social+campaign+in+real+time2013-11-11+11%3A50%3A23Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47344
The digital world now moves at warp speed, and social marketing campaigns need to move lightning fast to keep up. That is why real-time social marketing campaign tracking has become increasingly important for brands that leverage the power of social media, but are wary of falling victim to the viral responses that can damage a company’s reputation if left unmonitored.
Social media gives companies huge marketing opportunities, but also challenges them to stay up to minute on the second-by-second social interaction consumers are having with their brand. Launching a social marketing campaign and not tracking it in real-time can backfire. Everyone knows that hashtags can be hijacked and Facebook conversations can turn into customer complaints. No brand wants to see a viral social campaign turn on them. Follow these four steps to keep your brand in control of the social conversation:
Select a social marketing tool that puts you in control
The social world is no longer the simple call-and-response posting of content that leaves customer reaction as an open question. (read more…)
By Alexis Caffrey on November 6th, 2013 | 47314Comment on this postTakeaways+from+3+failed+introductions+of+social+media+ads2013-11-06+12%3A10%3A55Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47314
Analysts predict that companies will spend more than $10 billion per year on social media ads by 2017. And social networking sites are ready for the flood.
Sites that spearheaded social media advertising, such as Facebook and Twitter, are upping the ante with mobile video ads and APIs. And other social media sites are exploring ads, too. Pinterest’s paid advertising product, Promoted Pins, went live in October. Instagram recently announced plans to include sponsored posts in users’ news feeds. And Foursquare now allows small businesses to create their own ads for the site.
These announcements have been met with largely positive reviews. But not every social network has been so lucky. In the early days of Facebook, ads ranged from discount clogs to big-name brands such as Verizon — and the company received criticism for its random smattering of advertisers.
Still, Facebook’s first foray into advertising wasn’t the biggest social media ad fail out there. (read more…)
This is part two of a series. Read part one.
Hopefully we all know a little about marketing analytics, at least on the periphery, so I would like to delve deeper into the analytics process. First, let me start with a little history. For a long time, companies simply spent money on websites and online marketing because everyone else was doing it. Since then, the Web has really “grown up”as a vehicle, and people are realizing that we need to be held accountable, just as with other vehicles (TV, radio, print, etc.).
If you are still living in the traditional world of Web analytics, you are looking at page views, hits, click-thru rate, bounce rate, etc. — sounds good right? The problem is these KPIs (key performance indicators) actually tell you very little. They tell the what but not the why. They aren’t specific to a particular industry. So if these analytics aren’t giving us the full picture, then what will? (read more…)