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social marketing

Best Buy Takes a Black Friday Gamble with #VineinLine Promo

Posted by Sheila Shayon on November 27, 2013 11:14 AM

Best Buy, no stranger to Black Friday-related madness, is prompting camped-out shoppers to create Vine videos using hashtag #VineinLine in an invitation issued through Twitter ads. 

To prepare for the pandemonium, a Best Buy store in Denver, Co. held a dress rehearsal. Store manager Doug Ryan told his team, "Black Friday, in my opinion, is the funnest day at Best Buy," according to the Denver Post. “The energy of the customers coming into the store, the fact they are choosing us—it's a special atmosphere." That is, until someone gets trampled.

After his intro, employees broke into departments for detailed briefings on door-buster deals, pricing, inventories and how to pitch extended-warranty protection and store credit cards. Department manager Kevin Ribbens described the training as "'bum rushing’ individual departments with dozens of workers playing frantic customers posing endless questions—sometimes with an element of impatience."

Last year Best Buy opened stores at midnight for Black Friday, but this year, like so many other retailers out to grab any edge they can, its stores will open Thanksgiving evening.Continue reading...

social marketing

Mondelez Finds Added Value in Social Strategy That Performs As Well As TV

Posted by Sheila Shayon on September 25, 2013 02:13 PM

Mondelez International is stepping out of the social quicksand with a bold reshaping of its social media strategy following a trial of a Crème Egg campaign that drove the same purchase consideration through Facebook as on television—for a third of the budget.

The initiative, called “Storytelling at Scale,” is a mash-up of curated content and paid-media to engage a new crop of customers that are not yet brand followers, and signals a shift away from banner adverts to a new model that will increase the circulation of branded content. 

The company's "Have a Fling" Facebook campaign for the chocolate brand reached over 15 million unique consumers, 90 percent of it's target 18-24 demographic and had 5 million active interactions with the campaign, according to the UK's Marketing Week.Continue reading...

social marketing

Honda Clears 2013 Models at Corner of Twitter and Vine to Make Way for CR-V

Posted by Dale Buss on August 6, 2013 07:02 PM

Honda is turning again to new media to help clear out old vehicles this summer. Meanwhile, the hard-charging brand hopes to add to its forward momentum by launching the 2014 version of its best-selling SUV, the CR-V.

In July, Honda jolted its annual Summer Clearance Sales Event with a social media campaign that featured the brand directly engaging with Twitter users utilizing real-time Vine videos around the theme #wantnewcar. It got more than 100 million impressions and nearly 10,000 #wantnewcar mentions.Continue reading...

social marketing

LinkedIn Broadens its Social Footprint with Movie Promotion

Posted by Sheila Shayon on August 1, 2013 06:50 PM

LinkedIn has spread its wings quite a bit, turning the lackluster online 'office' into a full-blown social media network for professionals and brands. Now, it's venturing beyond business for its first film promotion, for the upcoming Lee Daniels' The Butler, in theaters Aug. 16. is not just for business anymore. 

LinkedIn users have a chance to enter a contest, Path to Success, in which three winners will receive a career experience in New York City that includes meetings with a top recruiter, an executive and a renowned career coach. Users enter the contest via a LinkedIn API to ‘visualize’ their professional bios alongside Gaines' career. Sending thank-you notes to those who’ve helped along the way enhances chances of winning.

The film, from the Weinstein Company, is about longtime White House butler, Cecil Gaines (played by Forest Whitaker), who served seven presidential administrations between 1957 and 1986.Continue reading...

social marketing

TSA Launches Instagram Account Featuring Passengers' Confiscated Guns, Fireworks

Posted by Sheila Shayon on July 3, 2013 06:07 PM

Eager to justify its embarrasing pat-downs and digging through your luggage's underwear compartment, the TSA has launched an Instagram account where it posts photos of confiscated goods that its agents pluck from passengers throughout the nation's airports.  

The account, which went live in late June, shows photos of brass knuckles, fireworks, knives, and tons of guns—handguns, a stun gun disguised as a pack of cigarettes and even an inert grenade all impounded from airline travelers.Continue reading...

social marketing

In First Post-Acquisition Move, Tumblr Introduces Native Ads to Desktop Dashboards

Posted by Sheila Shayon on May 31, 2013 04:28 PM

Yahoo is wasting no time in leveraging its $1.1 billion acquisition of Tumblr, using the blogging platform to roll out sponsored web posts next month. The ads will integrate with user’s streams, which, until now, were only populated by user content on desktop versions. In-stream ads in Tumblr's mobile app have been active since last month. 

The new dashboard ad units will be similar to the mobile ads currently on display, which are distinguishd by a small dollar sign in the upper right-hand corner of the post. Users can share and favorite the ads, which won't appear more than four times per day. Tumblr claims that the in-stream mobile ads have been shared more than 10 million times since launching in April. 

Yahoo's first big step in increasing the monetization of the popular blog site is also the biggest concern of faithful users, many of which who supposedly jumped ship to other platforms soon after news of the acquisition was announced.  “Tumblr has to make sure to carefully manage velocity—i.e. pacing of introduction so as not to alienate users,” Vik Kathuria, managing partner at GroupM told Digiday.Continue reading...

social marketing

Facebook, Pinterest, Instagram Play Catch-Up as Social Ad Battle Heats Up

Posted by Sheila Shayon on May 27, 2013 04:24 PM

Twitter’s aggressive move into social advertising is causing ripples in the eco-system as online platforms increasingly takes lessons from traditional media to heart. 

Facebook recently met with marketing heads from Unilever, EE, Barclay’s and Tesco to pitch the benefits of their ad products and measurement tools that will lead to increased sales, regardless of user clicks. “In the branding world, the direct connection between a page impression or a click and the actual purchase doesn’t exist,” said Brad Smallwood, Facebook’s VP analytics. “When people look at things online and then purchase things in store, it’s hard to attribute that. That’s the challenge that TV had for a while and they solved it.”

The challenge is to establish long-term brand relationships beyond click-based advertising and to that end, Facebook is working with third-party measurement firms GfK and Datalogix. Facebook’s recently redesigned News Feed aims to recreate the impact of TV campaigns and reach the growing smartphone and tablet market that now accounts for one-third of Facebook’s $1.46 billion third-quarter revenues.Continue reading...

social marketing

Social.com Wires Brands for High Impact Social Marketing on Mobile

Posted by Sheila Shayon on April 25, 2013 01:35 PM

Out of a marriage of social content and targeted analytics comes Social.com, Salesforce's new cloud-based ad platform that allows for real-time buying for social ad campaigns. 

The site, which was trademarked by Salesforce, caters to the burgeoning social ad market, helping brands feed consumers targeted information based on their mobile device, age, location, cultural backgrounds and social profiles. With industry analyst BIA Kelsey estimating social ad spending to more than double to $11 billion by 2017, Social.com has appeared on the scene just in time. 

Salesforce CEO and founder Marc Benioff credited the recent aquisitions of Radian6 and Buddy Media for building the groundwork for the new site. Salesforce touts Social.com as the first platform integrating social ads with CRM and social media monitoring, connecting social advertising to real-time conversations across social networks. "It's always been known that marketing is all about the moment," Adam Bain, president of Global Revenue at Twitter, told the audience at the launch event. "Twitter is a series of 'now' moments. Marketing on Twitter is about winning the moment."Continue reading...

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