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Social media marketing and fries: How McDonald's monitors social chatter for brand success

Social media marketing and fries: How McDonald's monitors social chatter for brand success | Public Relations & Social Media Insight | Scoop.it

Social media monitoring has become a mainstream practice across almost every industry. Marketers evaluate web chatter in real time to create dynamic and timely social media content that adds to or sparks a conversation with new and existing followers.

 

It makes sense that brands would focus on data-inspired social media strategies: Pitney Bowes noted that 25 percent of surveyed respondents will put social insights to work in the near future, and a report from J.D. Power and Associates discovered that 87 percent of social users buy from brands they engage with positively online.

 

Social media monitoring can significantly enhance companies’ internet marketing campaigns, and brands that want to take their efforts to the next level should consider sharing audience-responsive content in real time. Take a page from McDonald’s content marketing menu.

 

Recently, eMarketer’s Debra Aho Williamson interviewed McDonald’s Director of Social Media Rick Wion about how the global fast-food brand adapts to the changing social media marketing world. Williamson discovered that McDonald’s uses social analytics to reach real-time marketing goals. Wion noted that the fast food company constantly tests and learns as it goes, putting together different marketing messages and evaluating responses before taking the next step. In essence, McDonald’s creates a choose-your-own adventure-like campaign and delivers ready-made content to take advantage of social chatter and trending topics....

Jeff Domansky's insight:

Social media monitoring allows marketers to manage accounts and content in real time....

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Michael's comment, September 26, 2013 2:47 AM
I think you found a great article here that explains the communications mix and its importance really well. I also like your insight as you picked up on some great points, especially the importance of adapting to change carefully rather than rushing and trying to be the first and failing.
Sam Wilkinson's comment, September 26, 2013 4:25 AM
I really like the concept of this article and the practices McDonalds implements (hardly surprising being such a successful company). Particularly, I like the idea or reevaluating goals and objectives while the campaign takes place as this presents opportunities where the company can market for different effect i.e boosting sales then focusing on bran loyalty.
Blake Holmes's comment, September 26, 2013 6:24 AM
This article was a great choice and again is useful for understanding the importance of social media and direct marketing. Being able to communicate effectively and efficiently with consumers is very important to ensure a business can enjoy a strong relationship with its consumers.
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This is why Hillary Clinton doesn’t do press conferences

This is why Hillary Clinton doesn’t do press conferences | Public Relations & Social Media Insight | Scoop.it

Political press conferences are pointless, and mostly about media showboating.


This isn’t something reporters are supposed to admit. We’d all like more chances to see a potential presidential candidate on the hot seat. But these days, at these things, the heat isn’t on. I cringe at press conferences more than I learn from them, because they usually degenerate into shout-fests based on questions that are rarely designed to elicit any new information, but rather a response to the other party’s latest talking point.


“Reporters ask questions not to get information, but to get a reaction,” Susan Milligan wrote in the Columbia Journalism Review last year. “And even with that strategy, they rarely succeed.”


With social media, candidates don’t need to rely on reporters to convey their views. That in turn means that stories that break news are rarely produced by press conference. So why the ongoing obsession with press conferences? Could it have something to do with a need to justify the money being spent by mainstream news organizations to keep reporters on the campaign trail, versus the exclusive content they take away from that investment?...

Jeff Domansky's insight:

In my view, press conferences died five years ago. They offer no control, the questions asked are mostly pointless and there are many better new social channels available for messaging more personally and effectively. PR and politicos, what do you think?

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IoT Handbag Vibrates, Auto-Locks to Prevent Compulsive Spending | MediaPost 

IoT Handbag Vibrates, Auto-Locks to Prevent Compulsive Spending | MediaPost  | Public Relations & Social Media Insight | Scoop.it

While a lot of behavioral change will come with the Internet of Things, some people are attempting to cause a bit of that change right away.In a push to help shoppers save money, a company has created a programmable handbag with built-in robotics that causes the bag to vibrate, flash and self-lock when the shopper enters a ‘danger spending zone.’


The iBag2 (yes, there was an earlier version, which launched in Australia a while back), is the brainchild of the personal finance website finder.com in the U.K.


The rather high-tech bag was designed by a New York fashion designer and a team of engineers crafted the robotics features....

Jeff Domansky's insight:

The latest IoT innovation? A handbag that vibrates and auto-locks to prevent compulsive spending. Parents may rejoice but teenage girls will not be amused. Price? Only $5'000!!!

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Jeff Domansky's curator insight, Today, 10:52 AM

The latest IoT innovation? A handbag that vibrates and auto-locks to prevent compulsive spending. Parents may rejoice but teenage girls will not be amused. Price? Only $5'000!!!

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8 Big Changes To LinkedIn Groups That Will Enhance Your Social

8 Big Changes To LinkedIn Groups That Will Enhance Your Social | Public Relations & Social Media Insight | Scoop.it

So if and when LinkedIn makes a necessary change it is important that organizations make a note.

LinkedIn has made more than 2 million discussion groups private, a major step in the social network’s efforts towards improving the quality and professional nature of membership groups.

The move here was based on feedback of LinkedIn groups who craved real connections with peers and industry leaders helping them learn and grow.

Along with making the groups private, LinkedIn has also introduced several other changes that warrant a closer look for any brand making strides and gaining social presence on the network.

Here are the eight changes to LinkedIn groups that B2B marketers need to be aware of....

Jeff Domansky's insight:

LinkedIn changes to its Groups are important to note if it's a key channel.

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marketingsales's curator insight, Today, 10:32 AM

LinkedIn changes to its Groups are important to note if it's a key channel.

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Pizza Hut Boxes Feature Playable Flick Football Field

Pizza Hut Boxes Feature Playable Flick Football Field | Public Relations & Social Media Insight | Scoop.it
Starting today, Pizza Hut is offering a pizza box featuring a playable “flick football” field on its top, including goal posts, football triangles and a score card. 

The box is available with the purchase of any medium pizza, including a one-topping medium pizza off the $5 Flavor Menu.

Pizza Hut is also launching a “Flick Football Challenge” game inviting fans to share videos of their skills for chances to win free pizza from the $5 Flavor Menu. 
Jeff Domansky's insight:

Here's a smart marketing idea from Pizza Hut, just in time for the busiest time of sports season and just prior to NFL launch.

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WhatsApp Wants to Help Businesses Reach Its Users - eMarketer

WhatsApp Wants to Help Businesses Reach Its Users - eMarketer | Public Relations & Social Media Insight | Scoop.it

Sharing phone numbers and offering ads may irk the security-focused service’s users.WhatsApp, which was acquired by Facebook in February 2014, finally made an announcement last week that most industry watchers saw as inevitable: It would begin sharing information with Facebook about its users, allowing Facebook to offer “more relevant” ads as well as ads within WhatsApp itself, which until now has been ad-free.


eMarketer estimates that 12.8 million people in the US used WhatsApp on a monthly basis in 2014, the year it was bought by Facebook. Since then, we estimate, about 5.6 million more people have gotten on board with the free mobile messaging service—many likely taking seriously assurances by WhatsApp that it would not harvest user data for ad targeting, or serve ads at all.Indeed, such assurances were seen as especially important to WhatsApp users because the service itself foregrounds privacy and security.


Messages in WhatsApp are encrypted end-to-end, meaning the company can never see any of the content sent by its users around the globe.WhatsApp can share phone numbers, however, and Facebook has been trying to get that information from its users—many of whom have been reluctant to share it—for a while....

Jeff Domansky's insight:

Get out my personal info! What's up with WhatsApp?

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Pokémon Go Showcases Augmented-Reality Explosion In Retail

Pokémon Go Showcases Augmented-Reality Explosion In Retail | Public Relations & Social Media Insight | Scoop.it

One of the main effects of Pokémon Go has been to draw attention to existing AR apps, that build on current smart device functions — namely GPS and cameras. This works because the cameras allow for a view the environment in real time, which can be “augmented” from the user’s viewpoint. AR’s potential has been recognized by retail for quite a while. For example Lego introduced an AR app a full six years ago, allowing customers to hold a box in front of an in-store monitor and see what the finished model would look like.


More recently, the online store Wayfair launched Wayfair view, allowing shoppers to superimpose potential purchases on their own space to see if the items would fit and how they would look. Ikea has an AR catalog app, that lets shoppers use their smartphones to virtually furnish their rooms with items from the catalog. Other apps allow customers to virtually try on shoes and clothes and in some cases share photos with their social networks.


Retailers can also use AR to enhance and tailor the customer experience. Using a specialized store app, customers can get more information about a product, its availability and potential discounts or promos. By including AR components to store displays, retailers are able to profit from the fact that their customers are often more preoccupied with their phones than the merchandise right in front of them. Apps can also direct customers to particular items, and provide a guided map to the specific shelf, something that is tremendously useful in large stores....

Jeff Domansky's insight:

Valuable thoughts on how retail and business can capitalize on the potential impact of Pokémon Go.

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