While some camps can't tout the benefits of social media enough, others question the extent to which they should actively guide, promote and shape online conversations about their organizations. A new research study by MIT Sloan School of Management Prof. Catherine Tucker and Prof. Amalia Miller of the University of Virginia suggests that when organizations actively manage their social media presence, the main result is an increase in user-generated content from employees, not increased engagement from customers or clients. So companies that invest marketing dollars in social media hoping to engage customers may be missing their mark.
As HubSpot hosts its INBOUND conference this week, inbound marketing is taking center stage. Though as big and as popular as this conference -- and its focus, inbound marketing -- has become, there still seems to be a debate over whether or not the term inbound marketing is the same as another term used to describe a similar process, content marketing.
Writing on the Covario blog, Russ Mann argues content marketing is the more encompassing term of the two. He suggests inbound marketing is limited to earned (we would argue owned) media strategies that are designed to drive traffic and conversions to a marketer's website whereas content marketing places its emphasis on content creation, spreading that content far and wide without necessarily focusing on traffic and leads.
It was quite hilarious (though completely expected if you are a customer and have ever dealt with them through any communications medium) when Bank of America's Twitter bot (or idiot who runs the account) had multiple brain farts when assuming non-customers where customers.
It's entirely another thing when a brand is so stupid that it actually apologizes to a customer who just heaped praise on the brand. On Wednesday, a Domino's customer posted a picture of a Domino's pizza on the brand's Facebook page along with the statement, "Best Pizza Ever! Keep up the good work guys!"
Today, Expion announced the results of its first FAVE 50 Social Retail Report which revealed the first half of 2013 to be the slowest growth period for retailers on Facebook since 2011, marked by a decline in fan engagement and volume despite an increase in the number of brand posts published.
The report analyzed the top 50 retail brands' performance in H1 2013, identifying two luxury brands, Tiffany & Co. and Victoria's Secret (natch), as leaders in Facebook engagement across the retail industry.
As part of its Not Normal campaign, MINI has launched MINI Art Beat, a "synthesized digital design, music and interactive social media" effort that has resulted in a MINI Countryman custom-fitted with high-resolution LEDs. MINI Art Beat gives fans a chance to stream a live animation directly onto the MINI as it takes its night cruises - so both urban passers-by and online viewers can watch.
A Happy Tim Armstrong
- AOL has agreed to buy Adap.tv for $405 million allowing AOL to expand its video advertising offerings.
- Dish Network Chairman Charlie Ergen -- whose company has 35-plus broadcast stations off the air in a fee dispute -- expects more blackouts, with programmers continuing to raise prices for carriage rights.
- According to the Alliance for Audited Media, formerly the Audit Bureau of Circulations, total magazine circulation fell 1% from 292.9 million in the six-month period ending June 2012 to 289.9 million in the six-month period ending June 2013.
- OMG! L'Oreal model Cheryl Cole is appearing in a skincare campaign...wait for it...without wearing foundation
It would seem brands are tripping over themselves to launch Vine campaigns despite the fact Instagram video seems to be crushing Vine. Well, brands won't let that minor detail deter them from having their day with Vine.
Just today, Honda has returned with its Live Vine Day promotion in which the brand responds to people who use particular hashtags. And now we have Jack in the Box unleashing 101 Vine videos that illustrate the brand's Go Big or Go Hungry approach to dining.
While the brand, working with Struck, is urging people to create their own Go Bog or Go Gome Vines, we're not sure we really need more than 101 videos illustrating just how insane people are when it comes to consuming -- or playing with -- food.
To promote its annual summer clearance sale, Honda, today, will do another Live Vine Day in which the brand will respond directly to consumers who use the #HondaLove hashtag on Twitter with live Vine videos encouraging them to share their personal stories of #HondaLove.
The brand's initial effort on July 15 responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old cars and purchase a new Honda through the Summer Clearance Sales Event. On Twitter, the hashtag #wantnewcar received more than 100 million impressions and nearly 10,000 #wantnewcar mentions.
It's not the first time Survivor has been copied nor will it be the last. After all, who doesn't love watching a collection of hot and not, smart and dumb, strong and weak compete with one another for our own vicarious pleasure?
TV star and "survival expert" Les Stroud will train 16 contestants to compete in SOS Island: Survival of the Smartest, an online video series sponsored by Samsung. It will be shot and live-streamed from the remote SOS Island in the Caribbean. Viewers will vote for a winner with the last remaining contestant winning the grand prize: their own island.
Everyone's doing it, right? In two ways, actually. Everyone's getting on the real-time marketing bandwagon which kicked up steam with this year's Super Bowl and then again during the Academy Awards. Now we have the Royal Birth and, of course, marketers were all over that as well. Oh and the other way? Everyone's writing about it too. So pardon us if we join the party.