social marketing

How Brands are Pinning and Winning on Pinterest This Week

Posted by Sheila Shayon on February 18, 2012 10:34 AM

Brands are ‘pinning’ it on Pinterest with increasing savvy, and although the site doesn’t carry advertising or sponsored content, publishers and brands are quickly getting hip to how to leverage the social thirst for sharing images to drive awareness and traffic to their own digital touchpoints.

With estimates of 18.7 million unique visitors in March, (according to comScore), “Pinterest has a message for the media: a picture is worth a thousand words," notes today's New York Times, or given Twitter's 140-character message limit, "about seven Twitter posts.”

Whole Foods, West Elm, Better Homes and Gardens, Real Simple, Gilt Home,  L.L.Bean, and even the National Pork Board are all early Pinterest adopters in what comScore VP Andrew Lipsman calls “the rise of the visual Web.” As he comments to the Times, “Pinterest is creating sort of a meritocracy of what’s visually appealing. Brands are scrambling and trying to figure it out. They know it’s going to be big, but they don’t necessarily know the best way to use it.” Well, they're starting to figure it out.Continue reading...

social marketing

AmEx Brings Self-Serve Twitter Ads to Small Biz Brands

Posted by Sheila Shayon on February 17, 2012 05:02 PM

American Express Cardmembers and merchants are getting exclusive access to Twitter’s new advertising solution for small businesses. The first 10,000 eligible businesses that register at will get $100 in free Twitter ads as the self-serve automated system begins in March.

Similar to Google, advertisers will choose amount they’ll spend, the cities or regions for ads to appear, and write their own 140-character copy. According to AmEx’s press release, Twitter will charge only for ads that get a user response.

Twitter is already testing Promoted Tweets priced on a "cost-per-engagement" basis, where businesses only pay if a user interacts (retweets, replies to, clicks or favorites), but the AmEx partnership could exponentially increase the number of advertisers Twitter can work with.Continue reading...

social marketing

PGA Hits the Links with TaylorMade on Twitter

Posted by Mark J. Miller on February 16, 2012 10:21 AM

Before Tiger Woods came on the golf circuit and livened things up on and off the course, professional golf was decidedly unhip. The Professional Golf Association wasn’t exactly known for getting involved in anything that might have been labeled “young” or “cool.”

Times have changed, of course. Tiger’s star may be fading, but the PGA isn’t planning to give up all those new markets that Woods and friends opened up for the organization. The PGA wants to keep that young, vibrant beat going. And it’s using social media to help. This week, the PGA Tour got its first branded Twitter hashtag, #driverlove, which is being worn on the hats of players at the Northern Trust Open in California, as Mashable notes.

#driverlove tees off on golf gear manufacturer TaylorMade’s “larger campaign that plays off the special connection that some players feel with their clubs.” The brand's microsite is showcasing fans' tweets and twitpics of their beloved Taylor drivers using the #driverlove hashtag.Continue reading...

social marketing

#WhatWorks for GE CMO Beth Comstock? Collaboration to Spur Healthcare Innovation

Posted by Shirley Brady on February 14, 2012 05:55 PM

Above, GE Chief Marketing Officer Beth Comstock discusses the "great mash-up" — the collaboration between big companies, start-ups, government and academia driving healthcare breakthroughs, as GE demonstrated in the "big data" elements of its Super Bowl campaign. Feel free to follow and join in the conversation via the #WhatWorks hashtag on Twitter.

social marketing

Dove Wants to Be Your Tweetheart

Posted by Sheila Shayon on February 14, 2012 11:01 AM

In honor of Valentine's Day, London's Victoria Station is hosting an interactive billboard (which it's calling a ‘tweet screen’) to engage the public through February 19th. Over the seven-day run of the interactive campaign, Dove will post a question on the JCDecaux large-format Transvision screen in the path of 350,000 commuters daily.

The public is invited to respond via tweets using the #DOVELOVE hashtag or by SMS DOVELOVE to 60002 or via the Dove Facebook page at

On Monday, the question was, "What makes you feel beautiful?" with responses sent via Twitter or SMS posted on the screen. Today, on Valentine's Day, the question is: "What do you love about your Valentine?" with Dove brand ambassadors handing out white tulips.Continue reading...

social marketing

Kraft Runs #VoiceofLove Valentine's Day Promotion with Ted Williams

Posted by Shirley Brady on February 13, 2012 10:01 AM

Here's another novel Valentine's Day promotion — Kraft is running a Twitter-based campaign with brand voice Ted Williams. The "homeless to Hollywood" voiceover phenom is reading fans' Valentine's Day Tweets tagged #voiceoflove and for every tag, Kraft will donate 100 boxes (up to 100,000 in total) of Kraft Macaroni & Cheese to Feeding America. Check out one example below and more on KMC's YouTube channel.Continue reading...

social marketing

#Pinning: Brands Get Pinteractive and Engaging on Pinterest

Posted by Sheila Shayon on January 24, 2012 02:02 PM

Pinterest, the virtual pin board at the crossroads of social and style, covered here in December when the buzz was reaching fever pitch, has burgeoned into a marketplace for consumer brands, offering a visual and demonstrable platform for engagement.

A wide range of major brands are using Pinterest to engage fans through social curation and as an online focus group to see what clicks with consumers, including:Continue reading...

social marketing

Groupon’s Ends Post-IPO Quiet Period Loudly

Posted by Mark J. Miller on December 8, 2011 05:04 PM

Groupon Inc. went public in November and finished up its post-IPO quiet period by proclaiming, loudly. The group deal purveyor sent its never-shy CEO, Andrew Mason, out to complain about how the media is always negative.

"The anecdotes that get picked up in the press are examples of plane crashes just being more interesting and more media-worthy stories than the safe landing," Mason stated at the recent Credit Suisse Technology Conference, according to the Chicago Tribune.

While Mason said that Groupon “maniacally” surveys its merchants to be sure that it is providing value to them, it also is still “figuring out what sort of capacity is appropriate for various merchants,” the Tribune reports.

Indeed, the company has been on the outs with merchants such as those participating in a lawsuit claiming illegal altering of contracts. Groupon also appears to be expanding from its small business roots, partnering with major brands such as KFC in Hong Kong, just as rival LivingSocial (now seeking $400M in funding) has done with McDonald's.

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