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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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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.
Victoria Clark's comment, September 26, 2013 5:05 AM
Not only is social media being used more and more as a way for companies to promote their business but it is also an easy way to receive consumer feedback as well and know what works and what doesn't. I agree with Kimberley, monitoring and analysing results from social media is a positive chance to build consumer relationships.
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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Marketing Lessons From '#TheDress' That Went Viral

Marketing Lessons From '#TheDress' That Went Viral | Public Relations & Social Media Insight | Scoop.it

When Caitlin McNeill and her friends couldn’t agree upon the color of a dress, she posted the innocuous photo, seeking the opinions of her Tumblr-sphere, but she never imagined what would happen next.


BuzzFeed kindly decided to help out by asking the world to settle the debate, and by Friday morning, it seemed you could mention the dress to any stranger on the street to be instantly met with a firm opinion that the dress is, in fact, white and gold black and blue.


Though this debate has thrusted remarkable truths scientists have known about our brains for decades into the spotlight, it has also shown us how even the most frivolous of topics could captivate billions of Internet users’ attention....

Jeff Domansky's insight:

An excellent social media case study.

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Chris Shern's curator insight, Today, 2:18 AM

A simple case that shows the impact of social media and the power of the crowd.

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The Connected Consumer report: the devices we own - Webloyalty UK

The Connected Consumer report: the devices we own - Webloyalty UK | Public Relations & Social Media Insight | Scoop.it
With the vast majority of people owning at least one device thatcan access the internet, today’s consumer is truly connected. Though in the scheme of things smartphones, tablets and e-readers are relatively new inventions, they are devices thatconsumers have rapidly adopted and integrated into their lives.How much time  does the UK spend online?...
Jeff Domansky's insight:
60 days a year online on average? The Connected Consumer report from Webloyalty looks in detail at the devices owned by UK consumers, and how they are used in the shopping process.
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Twenty-Somethings Want Brands To Support Their Causes

Twenty-Somethings Want Brands To Support Their Causes | Public Relations & Social Media Insight | Scoop.it

Pinpoint Market Research  reports that “twenty-somethings” want something more from brands than just a product or service; they want social, political and community action. The market research company surveyed 1,650 men and women aged twenty to twenty-nine in the U.S. about social issues and brand engagement.


What They Want From Brands And The Social Issues That Matter To Them:

- Seventy-nine percent choose or boycott companies based on the brand’s allegiance to social issues

- Eighty-eight percent want to see brands “effecting real change” in the communit

- The issues they most care about: online privacy (31%); America’s debt/deficit (22%); climate change (20%); GLBT rights (15%); net neutrality (7%); police brutality/excessive force (5%)...

Jeff Domansky's insight:

Study shows US consumers age 20-29 want brands involved in the social, political & economic issues they care about.

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10 Trends & Tips to Creating a Winning Mobile Strategy for Local Search & Marketing

10 Trends & Tips to Creating a Winning Mobile Strategy for Local Search & Marketing | Public Relations & Social Media Insight | Scoop.it

Local Search Association’s (LSA) 2014 “Local Media Tracking Study” conducted by Burke, Inc. found that on average, mobile phones/smartphones are used to search the internet – across search engines, internet yellow pages, ratings and review sites and daily deals – 42% of the time compared to just 34% in 2013.


This jump in mobile usage means it is time to reexamine your mobile strategy. I take a look at the latest data available to identify mobile trends and ten things to keep in mind that will help develop a winning mobile strategy for your business....

Jeff Domansky's insight:

Columnist Wesley Young shares insights from the latest LSA Local Media Tracking Study, advising marketers on local-mobile strategy for 2015.

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Jaspreet Dutt's comment, March 3, 12:15 PM
Good strategies
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5 Essential Types of Social Proof (and the Psychology Behind Them)

5 Essential Types of Social Proof (and the Psychology Behind Them) | Public Relations & Social Media Insight | Scoop.it

You’re walking along a busy sidewalk, dodging passersby, when a small group of people catches your eye. They’re standing in the middle of the path, heads tilted back in unison, staring at the sky.


You look, but you can’t see anything. Still, the crowd stares. You stand with them, searching for the source of their fixation. The crowd grows around you, and soon dozens of people are staring wordlessly into the sky.


Believe it or not, this is a real-life study conducted in 1969 by psychologist Stanley Milgram. A small group of people staring silently into an empty sky was influential enough to cause 80% of passersby to copy their actions, without any reason for doing so.


The Power of Social Proof


This is the power of social proof: our innate psychological tendency to use the wisdom of the crowd to influence our own decisions....

Jeff Domansky's insight:

Exploring the social media possibilities of social proof.

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Marco Favero's curator insight, March 3, 3:44 AM

aggiungi la tua intuizione ...

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How You Can Get Your News In 5 Minutes Or Less

How You Can Get Your News In 5 Minutes Or Less | Public Relations & Social Media Insight | Scoop.it

What I can do is help you make the most of the “free time” you do have. It’s not about cutting corners, it’s about cutting out the unnecessary and using tools to make your life more efficient.

Every day I have to get my news. That’s just a priority for me. Theoretically, I can watch the evening news each night at 7 as I elliptical until my heart’s content. Realistically, this happens maybe once a week – and that’s where these tools come into play.

Here are the tools that I use to get the news quickly, ranked from slightly-fluffy to professionally-specific:...

Jeff Domansky's insight:

Useful tips to help you find the news quickly and efficiently.

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jose antonio gabelas's curator insight, March 3, 2:21 AM

añada su visión ...

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Snapchat Marketing: What Businesses Need to Know

Snapchat Marketing: What Businesses Need to Know | Public Relations & Social Media Insight | Scoop.it
To learn how to use Snapchat for your business, I interview Gary Vaynerchuk and Shaun McBride. The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners…
Jeff Domansky's insight:

Are you using Snapchat yet? It's time to reconsider.

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8 Ways To Transform LinkedIn From Just Another Time Suck To A Qualified Lead-Gen Machine

8 Ways To Transform LinkedIn From Just Another Time Suck To A Qualified Lead-Gen Machine | Public Relations & Social Media Insight | Scoop.it
There are LinkedIn successes – and then you have people like Lewis Howes, who started a seven-figure business by leveraging LinkedIn in multiple ways.

But it’s more likely that you (like many others) find yourself spending hours upon hours on LinkedIn – but you don’t get the results you want (and maybe none at all).

What’s wrong? Why aren’t you getting results?

Here are seven best practices for getting the most out of LinkedIn. They worked for me, and I think one or more of these tips will help you too.
Jeff Domansky's insight:

Great tips for effective use of LinkedIn.

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17 Fantastic Infographic Generators!

17 Fantastic Infographic Generators! | Public Relations & Social Media Insight | Scoop.it
Data is crucial. However, displaying a chunk of plain data can be monotonous. Infographics visualize plain data and make it visually more appealing. Data turned into infographic has a higher potential to go viral and be effective. While many of us are designers who can design amazing infographs, Infographic Generators can come in handy to Designers and non-designers alike. They can be a time saving resource. So here is a list of 17 fantastic Infographic Generators I compiled together:...
Jeff Domansky's insight:
17 Fantastic Infographic Generators worth a look!
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Aarathi Venkataraman's curator insight, March 3, 12:19 PM

I would read #infographics all day - super informative, easy to read and pleasing to the eye. These generators make them easy to produce.

Gonzalo Moreno's curator insight, Today, 3:22 AM

Infographics are the new 146 characters powerpoints...
God save our "Information Society"!

PixelatingBits's comment, Today, 7:31 AM
Thank you for sharing my blog post! =)
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Mobile devices corresponds to 50.3% of all traffic in Online Store | ESDS Software Solution

Mobile devices corresponds to 50.3% of all traffic in Online Store | ESDS Software Solution | Public Relations & Social Media Insight | Scoop.it

According to research based on an analysis of more than 100,000 e-commerce stores, 50.3% of the traffic in virtual shops are from mobile devices (being 40.3% from mobile phones and 10% from tablets) and only 49.7% from computers.


It may sound crazy, but the fact is that mobile commerce is already a reality. Also according to research, the Google search traffic comprised 18% of traffic from computers and only 12% for mobile phones.


These data seem to show that computers are being used for research products, while mobile devices for spontaneous purchases, which are instigated from Social Media, Email Marketing and SMS Marketing. The increase in purchases on mobile devices also brings another exciting trend, which we are calling “always buying”....

Jeff Domansky's insight:

The majority of online shopping is now coming from mobile. It's a powerful new force for retailers some càll "always buying."

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Marketing’s Not Dead, It Gives Life to Loyalty | Loyalty360.org

Marketing’s Not Dead, It Gives Life to Loyalty | Loyalty360.org | Public Relations & Social Media Insight | Scoop.it

A recent article from Harvard Business Review entitled “Marketing Is Dead, and Loyalty Killed It” states: “For most people, the word “marketing” summons up a single-minded focus on selling products – a one-sided endeavor.


But one-sided doesn’t work in a world where social media has given consumers a megaphone just as powerful as that of traditional marketers. Instead, there is loyalty, which requires communicating brand values that people want to be affiliated with.”...

Jeff Domansky's insight:

Taking a fresh look at social marketing and the importance of brand loyalty.

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The Psychology of Online Buying

The Psychology of Online Buying | Public Relations & Social Media Insight | Scoop.it

“Most people can’t answer the simple question of why they want the things they want. That’s because our brain drives our decision-making process in ways that we’re not really aware of. “- Michael Fishman


Traveling through this digital world we’ve built for ourselves is a dizzying experience. We see certain structures and terminology that we are accustomed to from the physical realm (words like “pages”) but in another sense, it forces us to think and make decisions in entirely new ways. There’s a new psychological journey to be learned and perfected.


Our construction of (and obsession with) social media sites like Facebook and Twitter reflect attempts to streamline and reconstruct our already established social interactions, but inevitably there’s something unique and new established as well.


For the purposes of this post, I’d like to take a look at how this concept applies to shopping. More specifically, how the process of online shopping has changed the psychological journey one takes on their way towards making a purchase. This is important because over the past few years especially, shopping online has become the preferred purchasing method for the typical American consumer....

Jeff Domansky's insight:

Mike Whitney looks at the psychology of online buying.

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Daily Web Design And Development Inspirations No.511

Daily Web Design And Development Inspirations No.511 | Public Relations & Social Media Insight | Scoop.it
Daily Web Design and Development Inspirations No.511 - A showcase of inspirational and top quality websites, a short list of top ten Designs Every day.
Jeff Domansky's insight:
A little creativity with your coffee.
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The Most Important M’s In E-commerce

The Most Important M’s In E-commerce | Public Relations & Social Media Insight | Scoop.it
New technologies have been developing faster than ever before. While mobile commerce continues to grow faster than expected, have you ever wondered, what are the most powerful and valuable online shoppers? Well, it is very possible that you came across with this term already. They are the so-called “Millennials”...
Jeff Domansky's insight:
Under the letter M: Millennials, mobile, marketing...
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Maria Rekrut's curator insight, Today, 8:45 AM

Good Information for #VacationRental Owners, as these will be our next customers.

Mediacle's curator insight, Today, 9:53 AM

Yes, in this flat and ever-changing era, we've to be technically advanced from every nook!

 

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10 Things To Remember: Paid, Earned, And Content - Social Media Week

10 Things To Remember: Paid, Earned, And Content - Social Media Week | Public Relations & Social Media Insight | Scoop.it
'‘Is Social Media just Media? The Future of Paid, Earned and Content’ – MRY’s Matt Britton, Lisa Weinstein from Starcom Mediavest and Mike Shields from The Wall Street Journal had an interesting panel discussion that addressed everything from Facebook going public to Apple TV coming out of the shadows. There were some starkly overpowering themes that every stakeholder needs to consider with respect to paid, earned and content.
Jeff Domansky's insight:
Loads of valuable social media insight from this panel of experts.
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Marco Favero's curator insight, Today, 6:31 AM

aggiungi la tua intuizione ...

Susan Melgren's curator insight, Today, 12:49 PM

This: "People still clamor to pick up a copy of Vogue irrespective of the fact that 60% of it is paid content. They probably want to read the magazine because of this content. This solidifies the importance of well crafted, well targeted paid content. Platforms like Instagram and Pinterest are comparable to print. How brands leverage this is up for debate but the fact that it is leveragable is not. "

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4 Ways to Deliver Outstanding Customer Experiences (or 72% of Them May Leave)

4 Ways to Deliver Outstanding Customer Experiences (or 72% of Them May Leave) | Public Relations & Social Media Insight | Scoop.it

Research confirms and we know this intuitively, positive customer experiences will keep our customers coming back. No one wants to continue doing business with a company after a bad experience, poor customer service, wrong product shipments that aren’t quickly rectified,  or for any number of other reasons that can ruin a consumer’s attitude towards a brand.


According to research by Accenture,  72% of consumers have switched brands after a poor customer experience. Of the 11 industries that were surveyed, retail consumers were most likely to switch after a negative experience (30%).


And perhaps just as bad, 73% of those who switched said they would not consider doing business with the brand again....

Jeff Domansky's insight:

Customer service continues to grow in importance for companies.

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What Is a Good Landing Page Conversion Rate?

What Is a Good Landing Page Conversion Rate? | Public Relations & Social Media Insight | Scoop.it

I recently came across a quote during one of my Pinterest-binges that lends itself really well to this situation:"Why settle for average when amazing is attainable?"


So while somewhere around 2% is often considered a healthy conversion rate, the businesses that are really going to stand out are the ones that refuse to settle. To help inspire your business to rise up, we've put together some tips aimed at turning a good conversion rate into a great conversion rate....

Jeff Domansky's insight:

Useful tips aimed at turning a good conversion rate into a great conversion rate.

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Marco Favero's curator insight, March 3, 3:44 AM

aggiungi la tua intuizione ...

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5 Visual Storytelling Tips To Power Your Content Marketing On Facebook

5 Visual Storytelling Tips To Power Your Content Marketing On Facebook | Public Relations & Social Media Insight | Scoop.it
Since decades, it has been a powerful state-of-the-heart method of communication that strikes the right emotional balance. Instead of relying on a block of text, visual storytelling follows ‘show, don’t tell’ approach which results in greater engagement, traffic, and sales.


Check out these statistics:
1. Photos and images are the most important element in optimizing social media posts.
2. 93 percent of the most engaging Facebook posts include images 
3. Videos on Facebook are shared 12 times more than text posts and links combined.


As a result, integrating story-depicting visuals into the content you post on Facebook will increase consumer interactions, even if your target audience are short on time....

Jeff Domansky's insight:

Once again we learn how important visuals are in storytelling.

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Social Business is the Sum of Social Media Marketing, Social Customer Service, Social Selling and More - Brian Solis

Social Business is the Sum of Social Media Marketing, Social Customer Service, Social Selling and More - Brian Solis | Public Relations & Social Media Insight | Scoop.it
There are unfortunately still many examples of businesses not getting it, viewing or outsourcing it as a mere “marketing” function, and operating in siloes where social becomes anti-social by design.


Without purpose and collaboration, social will always be just another thing that businesses use to defer the inevitable…change.


Even though the “cool” kids moved on, there’s a real need for businesses to become social…to become human. Our work is just beginning. Perhaps observing the gap between the expertise we have and the insight we need to make a difference is where we need to begin....

Jeff Domansky's insight:

Brian Solis restates the case for social media in business.

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5 Things to Consider when Creating a Video Animation For Your Business

5 Things to Consider when Creating a Video Animation For Your Business | Public Relations & Social Media Insight | Scoop.it

Creating a video animation for your business can be a bigger decision than you might first think. Brand videos are an ambitious venture because they condense everything that you want to say about your business into a short, visual format. It’s like putting your elevator pitch out there for everyone to see, so it has to be perfect.

In this blog, we’re going to talk you through the five most important things to consider when creating a video animation for your business....

Jeff Domansky's insight:

Creating an animated video for your business need not be difficult if you follow these five basic tips.

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You think Snapchat is for sexting, but it's actually a giant threat to Google, Facebook, and TV

You think Snapchat is for sexting, but it's actually a giant threat to Google, Facebook, and TV | Public Relations & Social Media Insight | Scoop.it
The most popular TV show of fall 2014 was NBC's broadcast of "Sunday Night Football." It averaged 21 million viewers per week.

The strongest cable show was AMC's "The Walking Dead." Its midseason finale, in November, reached 14.8 million people.

Big numbers, right?

Try this one: 24.79 million.

That is the number of people who, on the evening of Jan. 26, 2015, and over the next 24 hours, watched a video broadcast on their phones depicting the sights and sounds of New York's "Snowpocalypse."
Jeff Domansky's insight:

Snapchat is quickly becoming the social media elephant in the room. Have you tried it?

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Getting Twitter right: how to perfect your business tweeting strategy

Getting Twitter right: how to perfect your business tweeting strategy | Public Relations & Social Media Insight | Scoop.it

Twitter is only the second social network to truly stick fast. It has evolved since its inception to house photographs and other media, and successfully monetised itself without driving loyal users away. Crucially it has remained free at the point of use.


We have reached the stage whereby companies must add ‘a Twitter feed’ to their increasing list of things to do, on top of the phone number, website, contact email and Facebook page.


This important background explains why certain brands and businesses have opted not to have a Twitter feed. To leap on every social media bandwagon could turn out to be a waste of time. However, given Twitter’s huge success relative to other platforms, it also shows prioritising Twitter is essential for brands if they are to successfully engage audiences....

Jeff Domansky's insight:

Social media is very much an evolving phenomenon. New forms of communication and ways of making connections arise frequently in the digital space. Occasionally one of them sticks – think Facebook, Twitter, Instagram and Pinterest.

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Marco Favero's curator insight, March 2, 3:45 AM

aggiungi la tua intuizione ...

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Our Marketing Models Are Broken. We Need To Make A Shift.

Our Marketing Models Are Broken.  We Need To Make A Shift. | Public Relations & Social Media Insight | Scoop.it

We can no longer think in terms of rifles vs. shotguns or push vs. pull. It’s not nodes that we need to target, but the networks. We can no longer coerce customers to do what we want, but must inspire them to want what we want.


Now that strategy is broken. Put up an attention grabbing TV campaign today and consumers won’t flock to the stores, but to the Internet.  Their activity will leave a data trail, which your competitors will use to retarget your consumers with competing messages before a purchase event can occur.


In effect, the rise of digital marketing technology means that building awareness is no longer a sales driver, but a lead generation service for your competition.  So marketers have started to look for another way....

Jeff Domansky's insight:

It really is time to rethink the traditional marketing model. It's broken and we need a fresh, new one.

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57% of Online Purchases Are Returned Due to Retailer Error - #Retail TouchPoints

57% of Online Purchases Are Returned Due to Retailer Error - #Retail TouchPoints | Public Relations & Social Media Insight | Scoop.it

By analyzing returns data, retailers can better understand consumers’ preferences and behaviors. Additionally, this data can help organizations survey their internal supply chain and warehousing proficiencies.


However, there is still plenty of work to be done as retailers strive to minimize return rates and maximize customer satisfaction, according to research from Voxware.


More than half (57%) of consumers are returning items they ordered online or by phone due to retailer error. While 42% noted that the product’s size or color was incorrect, another 15% said they received the wrong product altogether....

Jeff Domansky's insight:

research shows that retailers still have a long way to go in satisfying their customers.

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Next Generation of Content Marketing: 6 Insights About Intelligent Content

Next Generation of Content Marketing: 6 Insights About Intelligent Content | Public Relations & Social Media Insight | Scoop.it

If you want your prospects and customers to find the information that will truly help them (and in turn make them consider you to be a valuable resource), you need to be deliberate with how you structure and tag your content. Applying intelligent content principles will help us get there.


As Ann explains:It’s not just about the format. If we’re to truly make our content accessible to customers, it has to be discoverable. When you have unstructured, untagged, unintelligent content, the information you or your customer are looking for is very hard to find....

Jeff Domansky's insight:

Intelligent content is our next generation according to the Content Marketing Institute.

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Brittany Monroe's curator insight, March 1, 8:50 PM

Content marketing: Applying intelligence! I love this!!