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Suggested by Nikki Baumgartner!

How Marketing at P&G Takes Cues From an Election Campaign

How Marketing at P&G Takes Cues From an Election Campaign | Marketing Research |

This article explores P&G’s approach to social media listening, comparing the company’s real-time response rate to the operations of an election campaign. For example, by monitoring trending topics on social media platforms, the Tide Newsdesk was able to quickly respond to a jet-fuel spill at a NASCAR race. Just hours later, the team had created social-media content centred on the spill and Tide became a number two trending Twitter topic.


Companies that sell “every-day” goods (like Tide detergent) especially have a challenge in getting consumers emotionally connected to their brands. Social media listening helps to overcome this challenge by integrating products into consumers’ most important memories and events.


The article illustrates that the Newsdesk approach has not always yielded success, citing an example from the Pantene product division. However, it is important to note that with this form of marketing the cost of failure is much lower than it would be with more traditional methods. That is because the rate at which a company can act and react is much faster, and the likelihood of a new opportunity presenting itself is greater.  Social media listening brings with it a new risk mindset with the potential of even richer rewards.

Nikki Baumgartner's comment, September 25, 2013 9:55 PM
For anyone who is interested in seeing the application of P&G's Tide Newsdesk: (Be sure to change to HD!)
Scooped by Joachim Scholz, PhD!

How Bin Laden News Exploded on Twitter: A Visualization

How Bin Laden News Exploded on Twitter: A Visualization | Marketing Research |
By now it's common knowledge that the news of Osama Bin Laden's death broke on Twitter. Donald Rumsfeld's Chief of Staff, the fresh-faced Keith Urbahn, was the first credible so...
Joachim Scholz, PhD's insight:

How does Twitter go along with the old Katz and Lazarfeld Two-Step Flow Model of Social Influence? On the one hand, Twitter democratices the landscape and allows people to influence each other, without being a "gate keeper". On the other hand, influence is still a heterogenously distributed property, and some people have a louder voice than others on twitter.


This fascinating example of twitter analysis / social listening shows that trustworthiness can be more important on twitter than how many people follow you or how much you tweet. The bio of a governance insider (with only a "few" followers) was convincing enough that his tweet of bin Laden's death was retweeted by many of his 1000 followers. The other big impact on the social web was a reporter at the New York Times - with more followers, but somehow less of an impact.

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