Social Marketing

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Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products. Recent research suggests that one key question that can guide the approach is whether a company’s products are primarily useful or fun. For instance, consumers expect to encounter messages about fun products on platforms like Facebook. In contrast, they will only glance over recommendations for useful products. Because reactions differ, so too should the social sharing mechanisms used to promote these products.

Image courtesy of Flickr user Michael / Hello Turkey Toe. https://www.flickr.com/photos/helloturkeytoe/8782246559
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After a Social Media Gaffe: How to Recover and Not Dig a Bigger Hole

It was late at night when a staffer from the American Red Cross accidentally sent a personal tweet from the organization feed. Unfortunately, it was a tweet about beer. Immediately, there were thousands of tweets in response saying, “The Red Cross is drunk.” Wendy Harman, director of Red Cross information management and situational awareness in disaster cycle services, says that what happened next was a product of being prepared for social media mistakes and trusting that a little humor would help.

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Moving Beyond Marketing

The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts, and measurement sophistication is starting to prove its value. As well, social business is becoming not just a B-to-C phenomenon, with nearly 60% of B-to-B companies saying that social business initiatives are positively impacting business outcomes. Crucial to all these efforts: C-suite leadership.

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Be a Good Sport With Social Media

Reaching out to customers on social media platforms can be a double-edged sword, particularly when the subject is sports. As airlines KLM and Delta discovered, there is a fine line to be walked between supporting the home team and offending a multitude of potential customers. Social media expert Gerald Kane offers some lessons derived from the Twitter errors made during the 2014 World Cup.

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Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

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The Multiplier Effect of Social Business Tools

Mondelez International’s brands include some well-recognized names, including Oreo, Ritz, and Cadbury. Yet as Mondelez’s vice president of global media and consumer engagement Bonin Bough explains, even a powerhouse like Oreo must work to engage its customers — and in the modern era, that means using social media. In his interview with David Kiron, Bough describes the company’s innovative methods for expanding its reach.

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How to Avoid a Social Media Fiasco

If you think social media crises are uncommon things that happen only to other companies, you’re kidding yourself. A panel at the 2014 South by Southwest festival highlighted some of the most prominent recent fiascoes and offered a compelling view of just how commonplace these events have become. Five key takeaways from the panel offer suggestions for keeping a company from being the next entry on the steady parade of social media disasters.

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Tying Customer Engagement to Employee Engagement

Turning an organization into a social business — one that knows how to use new forms of collaboration and communication via social media — is a challenge for any operation, but it’s especially challenging for multinational, highly regulated companies. Boston-based financial services company State Street has become an industry model for how to use social business to make the business more innovative.

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The Problem With Online Ratings

Studies show that online ratings are one of the most trusted sources in e-commerce decisions. But research suggests that these ratings are systematically biased and easily manipulated. The heart of the problem lies with herd instincts — natural human impulses characterized by a lack of individual decision making — that cause us to think and act in the same way as other people around us.

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Image courtesy of Boston College.
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It Started with a Hashtag: Revitalizing BC Football with Social Media

Boston College’s football recruiting efforts were turned around with a social media campaign led by the coach and staff. They started using #BeADude on Twitter and in Facebook, Instagram and Vine to represent the program and depict the new attitude of the team. Result: many new recruits attributed their decisions to come to BC directly to the “#BeADude campaign. Here are seven lessons from the campaign.

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How “Social Selling” Is Reinventing Cold Calling

In a Q&A, LinkedIn marketer Ralf VonSosen says his company is using its own tools to build connections through social channels that facilitate a better selling and buying experience. He calls this “social selling,” and says that done right, it “moves our contact from a traditional cold call to either a warm introduction or at least a warm conversation.” VonSosen details the free ways people can build a personal brand online and LinkedIn’s Sales Navigator product, which scales up the concept.

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Turning a “No Comment” Company into a Social Media Advocate

Danish shipping and energy company Maersk Group had nearly 100 years of history as a strong, silent type before corporate brand manager Anna Granholm-Brun came along. In a conversation with MIT Sloan Management Review’s Robert Berkman, Granholm-Brun explains how the company has shifted from one end of the transparency spectrum to the other, why there’s so much value in a good story and what it took to sell social to company executives.

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Valuing Influentials Means More than Just Counting Connections

New research shows that marketers who want to determine the value of a particular online influencer need to look beyond just the size of a person’s network connections. Zsolt Katona, assistant professor at the Haas School of Business, UC Berkeley, found that the value of an influencer depends on underlying factors in the network structure of that individual with the target set of consumers. Specifically, Katona found that people who provide sole influence over consumers are the most valuable.

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One Size Does Not Fit All in Social Media

How can corporations get more value from their use of social media? They can start by paying attention to research into developmental psychology, argues Boston College’s Gerald C. (Jerry) Kane. Understanding why people use social media differently at different ages can provide considerable insight for corporations that want to interact with customers.

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CMOs Using Social Data to Flex Their Muscle

Recent studies show that CMOs are highly involved and supportive of the use of social media for their function, and are enthusiastic about its potential role it may play throughout the entire business as well. This strong and growing relationship between CMOs and social media data may be leading to a growing influence and strength among CMOs in the C-suite and throughout the enterprise.

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Is Viral Marketing a Myth?

That ideas can go viral is now a given in corporate marketing. But new research suggests the term “viral” marketing does not describe well what happens in the market.

Sharad Goel, senior researcher at Microsoft Research, and fellow researchers wanted to see whether messages spread via social networks virally, “like the common cold, some sort of biological contagion. One person gets infected and their friend gets infected and a friend of their friend gets infected.”
That wasn’t what Goel found.

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How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

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Turning Facebook Fans into Product Endorsers

“If you engage customers,” says V. Kumar, “they go and they get their friends” to try out a product, too. Kumar, of the J. Mack Robinson College of Business at Georgia State University, explains how companies can find their most influential online customers and enlist them to help promote their brands.

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