Daily Resource Feed 05/09/2012

  • Brand use of Pinterest

    Tags: smm, chp7, pinterest, branding, examples, cases, imedia, 2012, v2

    • Pinterest is that its growth hasn’t been driven by millennials or techies or any of the usual suspects. Nielsen reports that 23.7 million U.S. uniques visited Pinterest in February, more than double the traffic from just two months earlier. Further, Nielsen reports that more than 70 percent of the unique are women, and that the highest penetration is among women age 25 to 34.
    • The key to Pinterest is to communicate the brand’s broadest essence and mission. It’s about a lifestyle and a universal promise
  • Tags: pinterest, chp7, smm, branding, examples, cases, 2012, imedia, images, v2

    • For a retailer like Nordstrom, where the brand is about more than the sum of its racks, Pinterest offers a tableau to mix signature goods with occasions, lifestyle topics, and style lessons that are both entertaining and gorgeous. This is a fairly selly Pinterest experience, but it “works” in that it feels more “experiential” than “online store.”
    • Michael’s Craft Stores

      I learned about the Michael’s Pinterest from a crafty friend who positively oozed appreciation for the brand’s presence. Crafters love new ideas, and they like showing off the beautiful things they make. Michael’s has created a brand experience that leverages that combination of voyeur and exhibitionist in every crafter, showcasing amazing creations from across the web organized by season, craft, color, occasion, and more. And what do you know, you can recreate most of the examples with stuff from…Michael’s!

    • The Today Show

      Pinterest feels almost tailor made for a media brand with an incredibly broad and eclectic range of topics. The “Today” board’s features like “Anchor Antics” are juxtaposed with style, health, and food in a strong visual expression of the program. And it’s defintiely not all straight up show content, as features like Hoda’s “Favorite Things” broaden the essence of this quintessential lifestyle brand. Strong followings for many of the content types attest to broad appeal and careful curation. Good art direction too!

    • Kodak

      It’s a bit of a no-brainer for a photography company to be on Pinterest, right? But I really like what Kodak has done. First, the page is tied to a person, Kodak’s chief blogger. Second, this incredible collection of photos old and new connects the viewer to the heritage of the brand as well as its new products. It’s more about the result than the means, which is the quintessential Kodak brand.

    • Lilly Pulitzer

      I can’t quite put my finger on why I like Lilly’s presence so much. Perhaps it’s because it seems to capture the essence of carefree leisure, which is the root of the mark. I also like the feature “Lilly makes me feel…” — a UGC effort in which customers describe their feelings for the brand and what it brings out in them. It also has a nice set of historical photos of Lilly through the years. From Jackie O. to Lilly herself — it is prep heaven. Stay on this page too long and you’ll catch “locust valley lockjaw” — although you will enjoy the affliction big-time.

    • Savannah College of Art and Design

      You might not find this one on your own, so I included SCAD to provide a great example of how a brand can create a rich expression by showcasing its people. No surprise, it has a ton of style. The college also has a novel way of showcasing alumni achievements through photography. That particular set of pictures did a nice job of creating community, pride, and recruiting appeal.

  • Reports on conflict in couples over sharing in social channels

    Tags: smm, chp2, chp3, chp5, social sharing, chp1, digital footprint, cb, NYTimes, 2012

    • Relationships are hard enough. But the rise of social media — where sharing private moments is encouraged, and provocative and confessional postings can help build a following — has created a new source of friction for couples: what is fair game for sharing with the world?
    • After a few relationship-testing episodes, some spouses have started insisting that their partners ask for approval before posting comments and photographs that include them. Couples also are talking through rules as early as the first date (a kind of social media prenup) about what is O.K. to share. Even tweeting about something as seemingly innocent as a house repair can become a lesson in boundary-setting.
    • But even couples steeped in social media are grappling with the new layer of relationship etiquette. Nozlee Samadzadeh and Jarrett Moran have had active online social presences for years. In 2009, they set up a Tumblr account called Needs More Salt where they post photographs and comment on meals they cook. Ms. Samadzadeh said she once upset Mr. Moran when she joked that he was hapless in the kitchen.
  • Tips for maximizing social publishing using sharing options

    Tags: smm, pinterest, sharing, social sharing, curation, content, chp6, social publishing

    • Curation is a long-standing tradition of collecting, saving, and organizing objects. This typically consisted of books and historical materials for museums or organizations that held historic value for culture preservation. Today it takes on a different meaning. Organizations have evolved from collecting artifacts to digital curation of media and content.
    • Library of Congress decided to begin archiving tweets in October 2010.
    • Bookmarking services are the old-school tools of curation, having their start in browsers like Netscape. They’ve evolved dramatically since, with smarter features to match your interests to quality content. The best over the years have gone beyond saving and organizing articles by using social data to sort through noise and make better recommendations about content relevant to you. With the ability to follow interests, share, and “vote up” content, sites like StumbleUpon, Reddit, Digg, and others have turned curation into communities. According to recent stats from AddThis.com, StumbleUpon is the current hot item.
    • The top ways people share online by far are the Facebook “like” button, Facebook wall posts, and tweets. While sharing is super important to anyone’s content marketing strategy, posting a link to friends is not exactly curation.
    • A “like,” for example, does not give you the ability to categorize and save an article. It simply means you deemed it worthy of showing up in your newsfeed for your friends to see.
    • Aggregation and syndication networks
      Platforms that are built for posting and reposting — and reposting and reposting — stuff from anywhere are excellent for viral sharing. A good example of this is Tumblr, where you can post original content or in one click “reblog” other people’s content. Photo sharing has become the trend in 2012, with the rise of Pinterest and other photo-centric aggregation websites such as Trap.it and TheFancy.com.
    • 1. Become a curator creator

      This tactic is strictly for warriors because it takes time, diligence, and a step outside the marketing box to become one with a community. Becoming a curator will mean rolling up your sleeves to create your own Pinterest board or other social network profile.

    • 2. Create an interest-based content strategy

      As marketers, we tend to base our communications around products and target markets. To be an awesome content curator or creator, you’ll want to push that into the back of your mind and focus on interests. This can be accomplished with some listening, observation, and information collection on what your customers care about when they aren’t out buying your product.

    • An excellent example of this is what Whole Foods Market Austin did with its Pinterest boards. I’d argue food is love, but technically it does not sell hot kitchens, love, or recycling. With about 145,000 followers between these three boards alone, Whole Foods Market Austin seems to have a good understanding of who its audience is and how to align its brand to them. I couldn’t help but follow.
    • 3. Optimize for popular sharing topics

      You might be shocked to uncover your audience’s real interests. Unicorns, rainbows, lawyer dog, heart-shaped toast. Seriously?! Yeah, seriously.

      As a brand, all this might not make sense at first. If you put on your creative cap (in fact, get out of the office and have a brainstorm), you can easily develop content to meet the mainstream. Pay attention to memes and make Photoshop your best friend. How about a rainbow treatment on your product? A “What a unicorn would do if he worked in our office for a day” blog post or…well, you get the picture.

    • 4. Treat photography as being as important as copy

      With the popularity of blogging, the written word has reigned king. The term “content is king” was not reserved for articles. Video and photography is as valuable as an article. Consider image blogging using WordPress or, even better, platforms like Tumblr so it can easily spread across the web.

    • 5. Make something worth sharing

      While you’re thinking about how photography fits into your content plan, consider that it must be stripped of buttons and call to actions. A “banner” ad image just won’t do. Content worth sharing — whether an article, video, or image — must connect with the sharer on an emotional level or provide a ton of value in their eyes and be something they’d be proud to pass off to their friends.

    • 6. Make it sharable

      Making share-worthy content is the first step. The second is making it easy to actually do. This is simple. Add sharing buttons to your content on your blog, website, shopping cart, and email campaigns. People will do things that require one-click.

    • 7. Make friends with influencers

      Social bookmarking communities can be tough to break into. And if you don’t have time to become a warrior (reference to tip 1), then it’s good to become friends with one. Extend your influencer outreach to leaders in Reddit, Pinterest, and Tumblr communities so that when you have something great to share, you’ve aligned with partners to help get your content out. Be sure to follow the same best practices you would in blogger outreach

  • lessons for using a brand youtube channel

    Tags: smm, chp7, social publishing, howto, youtube, media sharing, examples

    • it is key to establish a long-term plan for the type of voice, tone, and purpose that your brand will commit to,” Montgomery says. “Purpose is one of the most important filters, because you will need to decide if you are trying to entertain, inform, educate, or inspire your budding audience.” 
    • t may sound surprising, but many brands still use their YouTube channel as a holding place for repurposed television spots and one-off videos that may or may not have earned the brand much attention. But while it’s nice to see the brands on YouTube, Christopher Kingsley, CEO of 42, says brands need to do more than just put their content on YouTube.
    • “Individual or one-off videos produced for YouTube can be great, but having a comprehensive content strategy that covers how YouTube and video will be used to achieve your brand’s overall communication goals is essential,” says Kingsley. “Develop a general calendar that governs how content and interactions will flow throughout the next week, month, quarter, and beyond.”
    • “Populating your YouTube channel only with your broadcast content is a misunderstanding of this channel,” says Kerho. “Custom content to fit the format is essential. And user-generated content should also be a key element. Your metrics should be focused on overall audience growth, repeat visits, and, of course, engagement. As your content library grows, so should your promoting of it through channels such as search, email, branded websites, and Facebook.”
  • Tags: social publishing, chp7, smm, howto, youtube, media sharing

    • Everywhere you turn it’s hard to escape the idea these days that brands are becoming publishers. Or at least, it’s hard to escape the idea that brands are trying to become pub
    • Only time will tell whether this is a new paradigm or a passing trend. But whether we’re talking about Facebook pages, Twitter feeds, or even a plain vanilla website — how old fashioned! — the conversation has shifted toward a heavy emphasis on content that brands either produce or curate and then distribute on their very own platform, bypassing a media intermediary.
    • I’ve asked several agencies to share what they believe are some of the fundamental concerns to focus on when planning a YouTube channel.
  • Tags: tablets, BYOD

  • Tags: augmented reality

  • A how to guide on using Pinterest for branding

    Tags: 2012, marketingprofs, pinterest, howto, guide, smm, chp7

      • By customizing a URL and pasting it into your browser’s address bar, you can pin the exact image you want—from anywhere on the Web—and specify both the description and its location.

        Here’s a step-by-step procedure:

        1. Choose the image you want.
        2. Right-click on the image and select the source URL.
        3. Paste the following URL into your browser bar, inserting the appropriate text and URLs where indicated:

          http://pinterest.com/pin/create/button/?url=REPLACE_WITH_DESIRED LINKBACK_URL&media=REPLACE_WITH_ORIGINAL IMAGE_SOURCE&description=REPLACE_WITH_DESIRED DESCRIPTION

          When you click “enter” with the revised URL, you will be redirected to Pinterest, and the button will be ready for you to pin to your board.

    • Now you can start populating your boards with great creative that directs interested users to a specific landing page. As a channel, Pinterest will have suddenly brought you a little closer to achieving your marketing targets.
    • 4. Aim to rank high in Pinterest search

      At the moment, no one outside of Pinterest headquarters has a clear idea of how the site ranks search results. Are results ranked by number of likes? Upload date? Number of shares? At the moment, all signs point to a combination of how recently an image was uploaded and what keywords were attached to it. That makes pinning often and writing descriptions of images really important.

      If you’re pinning an image of a product, options in the description field allow you to add a price. Take advantage of that feature! Simply add “$” or “£” followed by the amount in the description. Voila! Your pin is now automatically added to the Pinterest Gifts section.

    • Email marketers are thinking of creative ways to integrate their email campaigns with this new, hot social network. Some are integrating social buttons into their messages (including ones that lead to their Pinterest page), but is doing so truly sufficient?

      What email marketers really want is higher open rates, more clicks, and more people viewing their campaigns. We at Emailvision have picked up on this trend, having developed “Pin Your Inbox,” which allows marketers to “pin” their email campaigns with links to the online version of that campaign.

    • Emailvision, for example, is running a competition in which email marketers and subscribers are invited to share their favorite email campaigns on Pinterest. The competition not only drives traffic to the submitted campaign but also elicits constructive feedback from peers (users are encouraged to vote via “Likes” for their favorites).
  • Explains why people are prone to social sharing 

    Tags: 2012, wsj, chp3, smm, cb, social sharing

    • About 40% of everyday speech is devoted to telling others about what we feel or think. Now, through five brain imaging and behavioral experiments, Harvard University neuroscientists have uncovered the reason: It feels so rewarding, at the level of brain cells and synapses, that we can’t help sharing our thoughts.
    • Talking about ourselves—whether in a personal conversation or through social media sites like Facebook and Twitter—triggers the same sensation of pleasure in the brain as food or money, researchers reported Monday.
    • To assess people’s inclination for what the researchers call “self disclosure,” they conducted laboratory tests to see whether people placed an unusually high value on the opportunity to share their thoughts and feelings. They also monitored brain activity among some volunteers to see what parts of the brain were most excited when people talked about themselves as opposed to other people. The dozens of volunteers were mostly Americans who lived near the university.
    • Proceedings of the National Academy of Sciences
    • Diana Tamir
    • Jason Mitchell
    • Despite the financial incentive, people often preferred to talk about themselves and willingly gave up between 17% and 25% of their potential earnings so they could reveal personal information. “We joked that this was the penny for your thoughts study,” Ms. Tamir said.
    • In related tests, the scientists used a functional magnetic resonance imaging scanner, which tracks changes in blood flow between neurons associated with mental activity, to see what parts of the brain responded most strongly when people talked about their own beliefs and options, rather than speculating about other people.
    • Generally, acts of self disclosure were accompanied by spurts of heightened activity in brain regions belonging to the meso-limbic dopamine system, which is associated with the sense of reward and satisfaction from food, money or sex.
  • Users of Pinterest purchase more and spend more compared with users of Facebook, according to the results of a new case study by online boutique Boticca.com, reported by The Business of Fashion.

    Tags: smm, pinterest, social commerce, chp7, chp8, fb, study, results, stats, 2012, infographic

    • according to the results of a new case study by online boutique Boticca.com, reported by The Business of Fashion.
      • When data from Boticca.com were analyzed last month, results showed that:

        • 10 percent of website transactions came via Pinterest, compared with 7 percent from Facebook.
        • 87 percent of consumers visiting via Pinterest were first-timers, compared with 57 percent from Facebook.
        • On average, per transaction, Pinterest sums more than doubled Facebook.
        • Pinterest has a 43 percent higher bounce rate than Facebook (average time spent on Pinterest was found to be 14.2 minutes).
    • Pinterest navigation makes it easy to click through to purchase. What’s more, the motivation behind people going to Pinterest differed from the motivation behind people spending time on Facebook.

      The two experiences are different, so even comparing them seems a bit odd. Pinterest is the speediest-growing platform, having accumulated some 18.7 million users as of March 2012 and there is much that can be learned from its visual appeal (it’s all visuals). Shopping has always been about looking. Facebook has always been about community.

  • Fortune’s top 10 social media companies, 2012

    Tags: 2012, smm, chp2, cases, examples, Fortune, v2

  • A look at Facebook commerce

    Tags: 2012, imedia, facebook, fb, chp8, social commerce, fcommerce

    • Techniques span everything from simply having a Facebook page that drives traffic to your website, social plugins (such as the Facebook “like” buttons and social logins), user-contributed reviews on your e-commerce site, Facebook-specific promotions, and full-blown Facebook stores.
    • Social commerce can be thought of simply as the intersection between social media and e-commerce. Think of it as how you can use social media to drive consumer interactions and engagement as part of the process of selling.
    • A recent PwC research paper sheds new light on what we already know: When consumers were asked to rank factors that influence purchase decisions, they were driven by price and their experience with a brand over all else. PwC notes that long-term relationships were formed by friendly, helpful service and the people behind it. This can be thought of simply as the “brand experience.” Loyalty programs rank last.
    • The “brand experience” is the user’s perception of the brand, while interacting across channels and spanning experiences that define the relationship, especially when things go wrong.
  • Includes some insights into retailing via social media

    Tags: 2012, facebook, social commerce, chp8, pwc, research, stats, smm, retailing

    • his paper—the Experience Radar 2011, Insights for the US Retail Industry—is the first in a series of industry-specific reports that locate opportunities for businesses to create value for customers—pointing the way to both top-line growth
    • The study measures the experiences of about 6,000 US consumers across 11 industries. Experience Radar assigns value to a broad set of customer experience attributes broken down into industry-specific elements and then ranked by what target segments value most.
  • Oreo posted a picture of a fan on its Facebook to celebrate her 100th birthday. 

    Tags: 2012, facebook, oreo, brand profile, example, case, chp5, smm

    • Oreo’s post this week: “Fan Lisa T. was born in 1912 – the same year Oreo cookies were introduced. Wish her a special happy birthday below!”
  • Brief summary of a report presented at ARF’s think 2012 conference on social brand aspirations

    Tags: social creativity, 2012, ARF, research, stats, PhaseOne Communications, study, smm, chp2

    • A new study from PhaseOne Communications presented at the Advertising Research Foundation’s Re:think 2012, points to aspirations as the key for brands in social.

      “The key factor is that brand messaging convey an idealized self or Me Statement embodied by the brand as the reason that users want to be associated with it. What draws people to affiliate publicly with a brand is the desire to send a message their social networks about how they want to be perceived.”

    • Conducted between July 2011 and January 2012, PhaseOne looked at 75 top brands across six vertical markets and analyzed the social media engagement of more than 20 top brands. Their top finding was that “users engage with a brand in social media based on how they want to be perceived,” says Dr. Lisa Allard, VP Special Projects.
    • Additionally, they found “in a successful ‘Me Statement,’ the brand is so wholly integrated into the message that the brand itself becomes the reflection of the idealized self. That identifying the right ‘Me Statement’ requires deep understanding of your target audience and your brand’s equity to identify the right idea that can bridge the two.”
      • ENGAGMENT LEADERS “ME STATEMENTS”

        • Starbucks: “I pursue experiences that are uniquely me.”
        • Audi: “I live a modern, cutting-edge and high-end lifestyle.”
        • McDonald’s:- “I am savvy; I know how to handle myself and get a good deal.”
        • Red Bull: “I am cool under pressure and can conquer any challenge.”
        • American Express: “I am in the know, doing cool stuff, and want to keep my friends in the loop.”
    • According to the study, “…being consistent across all platforms — the brand’s Web pages, Facebook page and advertising — are keys to being successful at social media engagement.   For example, Starbucks has integrated its appeal to a personalized experience across all consumer touch points, including its television advertising.”
    • ARCHETYPES EXPRESS THE INNER HUMAN DRAMA… THE “ME STATEMENTS”

      Taking each of the “Me Statements” for brands above, you can find the root of an archetype. The question is, how do you claim relevance, dig deeper and find the brand clues that lead to this richer conversational identity for a brand? How do you use this to  orchestrate the day-in day-out demands of social marketing and not become redundant while still obtaining more and more shares, more likes, more comments… your KPI’s?

    • We find it in archetypes.  In their thousand-year-old stories of the Hero, the Explorer, the creator and the Ruler, they are by their nature aspirational.  These are already in people’s heads as people understand them at a cultural or unconscious level. Archetypes communicate content that we can all relate with, that we know to be true and to which many brands can lay claim.
  • Facebook mobile penetration by country

    Tags: smm, chp5, Facebook, mobile, penetration, 2012, data, infographic

    • Facebook statistics portal and analytics provider Socialbakers examined Facebook’s mobile penetration in light of the fact that 54 percent of the social network’s average monthly users access it via mobile devices (488 million of 901 million).
      • According to Socialbakers, the countries with the highest Facebook mobile penetration are:

        1. Nigeria: 81.2 percent
        2. Brunei: 80.8 percent
        3. South Africa: 80.5 percent
        4. Malawi: 78.3 percent
        5. Papua New Guinea: 78.3 percent
        6. Namibia: 76.7 percent
        7. Botswana: 76.4 percent
        8. Zambia: 73.9 percent
        9. Japan: 72.1 percent
        10. Singapore: 71.8 percent
      • Those far-flung countries likely account for the dominance by “others” when Facebook’s mobile users are broken down by operating system, as others represented 32 percent, followed by:

        • Android: 19 percent
        • iPhone: 19 percent
        • Feature phone: 17 percent
        • BlackBerry: 8 percent
        • iPad: 5 percent
  • Link to free downloadable guide

    Tags: email, twitter, Fb, facebook, social direct

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.

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