Public Relations & Social Media Insight
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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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Is Content Marketing Actually a Thing?

Is Content Marketing Actually a Thing? | Public Relations & Social Media Insight | Scoop.it
In this week’s episode, Robert and I discuss a contrarian article that claims content marketing is a meaningless buzzword. Its author also counsels marketers to ignore the continuing evolution of marketing, which is flat-out bad advice. A companion article reminds us that we ought to focus on the needs of our customers, not on writing to justify the practice of content marketing to our peers. Next, we ponder the emergence of a new position at large publishers, the e-commerce editor, and explain how it fits into the evolution of media business models. Finally, we interpret BuzzFeed’s disastrous last quarter. Does it point to fundamental problems at the huge online publisher or simply a market correction for an over-valued company? Rants and raves include Dan Lyons’ tell-all tale about BuzzFeed and a must-read HBR article about the end of solution sales. This week’s This Old Marketing example: Ripley’s Believe It or Not....
Jeff Domansky's insight:

Joe Pulizzi and Robert Rose ponder a contrarian’s view, the industry’s path, publishers in e-commerce, BuzzFeed’s prospects, and much more in this Content Marketing Institute podcast.

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Know Your Audience: Voice and Content Creation | SEJ

Know Your Audience: Voice and Content Creation | SEJ | Public Relations & Social Media Insight | Scoop.it

The way to think about where voice and content creation intersect is to consider audience: the audience you have, and the audience you want. From the blog and video topics chosen, to the content’s production style, every aspect of a brand’s content creation needs to be geared towards its audience.


Some brands already know their voice. You, as a blogger, may already know yours. Even when your client provides keywords and example content, you still should visit their social media pages and website blog to get a feel for the content. Often, however, you’ll work with a client without a clear voice, and that’s where this article will focus.


Whether you’re branding your own blog or helping a new client develop a clear voice before you begin any content creation, you need to know the audience you’re writing for....

Jeff Domansky's insight:

Before you begin any content creation, whether you’re branding your own blog or helping a new client, you need to know the audience you’re writing for.

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Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong

Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong | Public Relations & Social Media Insight | Scoop.it

Comic short films about the absurdity of the ad business have a proud history going back to Tim Hamilton's brilliant Truth in Advertising. Here's the latest one—director Tim Mason's No Other Way to Say It, about an amusingly bleak voiceover recording session for an ice-cream commercial.


As the creative team tries to get the voiceover artist to nail the right tone for a single line, over and over—and the latter gets more and more distracted—the truth in advertising here becomes painfully clear: The project is mired in idiocy and inertia...

Jeff Domansky's insight:

Why advertising drools. Recommended viewing!

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How to 'Un-Stock' Your Photography: 8 Examples That'll Change the Way You Choose Photos

How to 'Un-Stock' Your Photography: 8 Examples That'll Change the Way You Choose Photos | Public Relations & Social Media Insight | Scoop.it

Think of all the photos of smiling receptionists and perfectly suited business leaders you've come across. These images may compete for attention, but often fail to register, simply because your customers can’t identify with them.


Use photos that more closely relate to your audience. It’s what we call "real photography" here at EyeEm: Unique captures, delightful moments, and surprising perspectives. Images that are more concrete will resonate with audiences much more powerfully since they show real life rather than staged situations.


To visualize what we mean, we put together a handful of generic images alongside a ‘real’ counterpart sourced from our community of photographers. The proof is in the pictures, but we'll let you see for yourself....

Jeff Domansky's insight:

Learn how to choose more authentic images for your marketing efforts by checking out these eight examples.

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Cashback News: Which US retailers are winning the e-commerce race?

Cashback News: Which US retailers are winning the e-commerce race? | Public Relations & Social Media Insight | Scoop.it

It’s no secret bricks and mortar retailers are struggling to maintain profitability and manage expenses for their retail stores. As the importance of omnichannel grows, who are the US retailers finding success with e-commerce? Today’s retail and e-commerce roundup answers that question.


According to the US Department of Commerce, Q2 2016 e-commerce sales grew 16%. Walmart announced  positive Q2 earnings and an 11.8% jump in its e-commerce business.Target had a strong first half 2016 with e-commerce sales for pickup in-store up 50%. While Perry Ellis online sales grew 35.6% in Q2, it also plans to close 15 US stores, 20% of its retail locations.


Overall revenue decreased at Bon-Ton but sales on mobile devices were up 129% after enhancements to the mobile shopping site and simplifying its checkout for customers.


Q2 2016 total sales for Nordstrom.com grew 9.4% to reach $683 million. Revenue was up 6.6% at Home Depot and it fulfilled 42% of online orders in-store. Staples saw online revenue grow to more than 50% of sales in its B2B e-commerce business....

Jeff Domansky's insight:

Retailers struggled to grow in-store revenue but e-commerce shone brightly for many US retailers, up 16% in Q2 2016 according to the US Department of Commerce.

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Collection of great landing page examples: LandingFolio

Collection of great landing page examples: LandingFolio | Public Relations & Social Media Insight | Scoop.it

LandingFolio offers an organized collection of landing page screenshots that can be used for design inspiration.


For each landing page there is a full page screenshot, assigned to one or more categories and the possibility to comment below it.


That's it.


My comment: Excellent design and marketing resource to find ideas, solutions and alternative approaches to the creation of an effective and professionally-looking landing page.


Free to use. Try it out now: http://www.landingfolio.com/...

Jeff Domansky's insight:

Useful landing page design inspiration suggested by Robin Good.

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A Decade of Design

A Decade of Design | Public Relations & Social Media Insight | Scoop.it

A decade ago, the internet was a very different place. The celebration of Envato’s 10th birthday has us feeling nostalgic, and so we’re taking a look at the 2006-2016 era of web design.

From MySpace and the iPhone, to minimalism and material design, a lot has happened in ten years. We won’t attempt to fit every design trend and technology innovation into one article, but we wanted to highlight some key moments in design. Put on your favorite early 2000’s playlist and read about some of our favorite web trends from the past decade:...

Jeff Domansky's insight:

Fun website design nostalgia trip.

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