Wharton's Lynn Wu says brands that have good data analytics skills among their staff see better returns from social media investment. Successful companies use social data not just for marketing purposes, but also to inform businesswide strategy.
A LinkedIn profile should be a branding platform that demonstrates how your company can offer customer solutions. Use the headline to pitch how your brand can add value, tap the research tools to learn more about prospective buyers and appropriate keywords, and create relationships by sending personal messages that meet individual needs.
Pepsi is trying to engage millennials with the debut of its Sound Drop mobile music platform during the MTV Video Music Awards this weekend. The app enables users to watch videos of artists including Alessia Cara and Lukas Graham, and to engage with emerging performers through stories, art and social media platforms.
Marketing managers explain what creative thinking means to them, including Julia Kim Murphy, content marketing manager at Salesforce, who talks about being open as a way of letting creative ideas flow. "When you create things, you're breathing out," she says.
Brands such as Gillette, Coca-Cola and Google are using neuroscience to better understand consumers, employing tactics like facial coding, eye-movement monitoring and biometrics that predict emotional response and behavior more accurately than self-reporting. "Marketers cannot ignore these emotional nonconscious forces," Ipsos' Elissa Moses said.
NBCUniversal gave BuzzFeed almost total editorial control of its Snapchat Discover account for the Rio Olympics, and gained 35 million viewers during the two weeks. A team of 12 BuzzFeed video content creators based in Rio made up to 20 pieces of content daily focusing on athletes and the atmosphere in the city.
FedEx is globally centralizing its logo color palette, using its most recognizable shades of purple and orange across all of its business divisions. "It's all about giving our customers the most powerful brand imagery we can," FedEx's Patrick Fitzgerald said.
The gold, silver and copper salvaged from discarded smartphones could be used to create medals for the 2020 Tokyo Olympics. "We need a system that makes it easy for consumers to turn in used consumer electronics," ReNet President Takeshi Kuroda said.
Honest Tea has partnered with BuzzFeed on a video that features couples sharing first-date stories. The brand has also partnered with seven influencers on Facebook, Twitter and Instagram to encourage consumers to post authentic moments using the hashtag #RefreshinglyHonest.
Marketers should connect with "insta-communities," digital forces where consumers from all walks of life come together to champion a shared passion or social cause. To effectively engage, marketers must demonstrate an authentic understanding of the issue, and be prepared to have a collaborative approach to their brand marketing.
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