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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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Want to Spy on Your Competition? Here’s How to Do It with Twitter Lists!

Want to Spy on Your Competition? Here’s How to Do It with Twitter Lists! | Public Relations & Social Media Insight | Scoop.it
Lists can help you discretely observe what your competitors are doing, allowing you to gather data around untapped opportunities.With Twitter lists, you can view tactics in action, analyze strategy and keep watch on your industry.So what do you say? Want to know how to use Twitter lists as YOUR secret weapon?...
Jeff Domansky's insight:
Looking for ways to get more info on your competition? No problem. Here's how you can use Twitter lists as your secret weapon to business success
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Up Your Social Strategy with Periscope - SEMrush Blog

Up Your Social Strategy with Periscope - SEMrush Blog | Public Relations & Social Media Insight | Scoop.it

There’s a great deal to consider when building a social strategy. New social networks are popping up all the time, so it’s essential that marketers stay in the know.


Well, the next big thing is here.W


ith service providers expanding 4G networks and wifi available almost everywhere you go, live streaming is where it’s at now. And no app does live streaming better than Periscope.


The possibilities for marketers are endless; you have the opportunity to define the uses of this new application for your own business purposes....

Jeff Domansky's insight:

Shauna Armitage shares how you can improve your social media strategy with Periscope. Innovation ahead!  9/10

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How to Use Vine: A Simple Guide to Building an Effective Social Video Strategy [Infographic]

How to Use Vine: A Simple Guide to Building an Effective Social Video Strategy [Infographic] | Public Relations & Social Media Insight | Scoop.it

Vine, the video-looping app released back in January 2013, has proven itself to be much more than a passing fad. As a result, many brands across all sorts of industries continue to use the platform as a visually creative way to connect with fans and followers.


But, for some marketers, Vine is still somewhat of an unknown.The time limit is intimidating: For each Vine video, you have just six seconds to convey a message to your audience. What are best practices for planning out a six-second video? What equipment should you use? Which formats work best? How can you incorporate a call-to-action? How can you cross-promote on other social media networks?


To help answer these questions and more, check out the infographic below from SurePayroll. It'll help you perfect your Vine strategy so you can enhance your social media presence beyond photos and words....

Jeff Domansky's insight:

At the corner of Video and Vine, a chance for visual impact.

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How to Win on Mobile: Understanding Micro-Moments and Consumer Behavior

How to Win on Mobile: Understanding Micro-Moments and Consumer Behavior | Public Relations & Social Media Insight | Scoop.it

Tips to help you make the most of the psychology of mico-moments and how it impacts mobile marketing.

Jeff Domansky's insight:

Here's why micro-moments matter and how to use them in social marketing.

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9 Different Blog Post Types and How to Use Them

9 Different Blog Post Types and How to Use Them | Public Relations & Social Media Insight | Scoop.it

It doesn't matter if you're just starting your first blog or are a veteran blogger, there will come a time where you will have writers block. It could be because it's Friday afternoon and your brain has already started the weekend, or, it could be that you can't figure out what you should write about.


Often times people stick to the same blogging style for every post forgetting that there are so many types of blog posts that can help them mix things up. Not only will mixing up the blog posts help conquer your writers block (I've even included tips below on how you can pass off your writing duties to somebody else) but changing things up will also keep your readers engaged since you won't be so predictable from post to post.


Instead of listing every single type of post imaginable (the list would go on and on), I've included a list of my favorite blog post types below that are truly beneficial for increasing your visits and leads. Here's how....

Jeff Domansky's insight:

Carly Murphy offers a list of her favorites blog post types to get you started. Practical!

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How to Use a Content Pillar to Create Brilliant Microcontent | Kapost

How to Use a Content Pillar to Create Brilliant Microcontent | Kapost | Public Relations & Social Media Insight | Scoop.it

This blog will detail how you can use a content pillar as your launchpad for microcontent.


First, let’s do a quick refresher about what microcontent is and what it can do.Think of microcontent as bite-sized information that counterbalances your high-value evergreen assets like whitepapers, eBooks, and case studies. Microcontent ensures a steady stream of original, real-time, and snackable content sandwiched between your content heavy-hitters. It’s meant to be super shareable and trackable.


Exceptional microcontent allows you to not only contribute to an ongoing and engaging conversation, it helps you own it, moving you closer to achieving your marketing and sales goals....

Jeff Domansky's insight:

Great look at microcontent and tips to develop content that gets results.

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PR rep to reporter: 'No no no no'

PR rep to reporter: 'No no no no' | Public Relations & Social Media Insight | Scoop.it

You can bet that this tactic is probably not part of any public relations textbook.


St. Louis reporter Elliot Davis tried to score an interview with the city’s comptroller, Darlene Green. The request was denied via email, so Davis went to City Hall to speak with her about the city-owned car she drives, which costs taxpayers $26,000.


That’s when Green’s spokeswoman, Melanie Streeper steps in. Watch what happens....

Jeff Domansky's insight:

A St. Louis TV reporter approached the local comptroller for an interview about spending. Then her spokeswoman stepped in. Has to be one of the best/worst bad PR examples in ages. Cringeworthy! Recommended viewing. 10/10

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Using Twitter Analytics To Decode Your Target Audience

Using Twitter Analytics To Decode Your Target Audience | Public Relations & Social Media Insight | Scoop.it

Did you know that Twitter users with certain characteristics are twice as likely to click through on your Twitter Ad campaigns? Or that it is possible to match personality with brand preferences?


These powerful insights into yourtarget audience can help boost the performance of your campaigns. With data-driven marketing on the rise and 77% of marketers currently confident in the use of the data-driven approach, marketers need to take note of the data available from Twitter analytics. Twitter analytics plays a major role in Twitter campaign management, especially in planning, executing and analysing the performance of campaigns. 


We list ways in which you can use Twitter Analytics to decode your target audience for better campaigns, and better results, whether organic or paid....

Jeff Domansky's insight:

Here's how to use Twitter Analytics to decode your target audience for better campaigns, and better results, whether organic or paid. Worth reading. 9/10

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Marco Favero's curator insight, July 2, 10:52 AM

aggiungi la tua intuizione ...

Jeff Domansky's curator insight, July 2, 12:06 PM

Here's how to use Twitter Analytics to decode your target audience for better campaigns, and better results, whether organic or paid. Worth reading. 9/10

Deborah Spector's curator insight, July 3, 11:57 AM

Meaningful insights that are applicable for your nonprofit marketing initiatives. Twitter analytics help identify audience characteristics that will make your Twitter campaigns more successful! 

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The Power and Promise of a Microcontent Strategy - Kapost

The Power and Promise of a Microcontent Strategy - Kapost | Public Relations & Social Media Insight | Scoop.it

As marketers, most of us have learned the hard way—through failed campaigns and wasted budget—that audiences will reject content that does not respect their intelligence or thirst for cleverness, originality, and authenticity. For your strategy planning, here’s a quick reminder about what microcontent is not:

- It isn’t self-congratulatory messaging that touts the brand for the brand’s sake     

-  It isn’t about the hard sell     

-  It isn’t solicitously pushed onto audiences    

-  It isn’t an overt “pitch” of your products and services.


And, for your strategy planning, here’s a quick reminder about what microcontent is...

Jeff Domansky's insight:

Here's the skinny on microcontent.

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jose antonio gabelas's curator insight, July 2, 2:58 AM

añada su visión ...

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Blog Stories: 20 Ideas For More And Better Content

Blog Stories: 20 Ideas For More And Better Content | Public Relations & Social Media Insight | Scoop.it

That is a problem many bloggers face. When you have a favorite blog you probably have already figured out what is the favorite type of blog story this bloggers likes to use. Often the reasons why one type of story is chosen over and over again has the simple reason that they work with the audience and the blogger feels comfortable with creating them.


But sometimes it is a simple lack of ideas for other types of blog stories you can use. To change that, I have compiled a list of ideas for types of stories you can use on your blog to have a little more variety in your posts....

Jeff Domansky's insight:

Mixing up different types of blog stories makes a blog more interesting, gives more opportunities for new stories and provides more value to the audience.

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Four Mobile Fundamentals for Retailers | L2: The Daily

Four Mobile Fundamentals for Retailers | L2: The Daily | Public Relations & Social Media Insight | Scoop.it

Brands must embrace a mobile-first approach if they hope to align with current consumer expectations and habits. For retailers in particular, mobile offers substantial  opportunity to drive brand loyalty, boost foot traffic and expand basket size. Even as mobile sites become more sophisticated and user-friendly, a good number of brands are still under-investing in mobile capabilities. L2 researchers still encounter some hiccups — broken videos, inaccurate geolocation or broken store locators, and broken links that work on desktop sites — that undermine the mobile experience and a widespread failure to maximize the potential of mobile.


Brands looking to increase their mobile IQ can start with these four fundamentals.

Jeff Domansky's insight:

Four basic tips to help retailers make the most of mobile.

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Scheduled sending and email reminders | Boomerang for Gmail

Scheduled sending and email reminders | Boomerang for Gmail | Public Relations & Social Media Insight | Scoop.it

Send an email later

With Boomerang, you can write an email now and schedule it to be sent automatically at the perfect time. Just write the messages as you normally would, then click the Send Later button. Use our handy calendar picker or our text box that understands language like "next Monday" to tell Boomerang when to send your message. We'll take it from there....

Jeff Domansky's insight:

Cool tool also has reminders, mobile and more.

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Jeff Domansky's curator insight, July 2, 1:58 AM

Cool tool also has reminders, mobile and more.

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5 New Ways to Launch Your Product

5 New Ways to Launch Your Product | Public Relations & Social Media Insight | Scoop.it

The average American family uses about 150 products, according to marketing consultant Jack Trout. When you consider that supermarkets today carry close to 47,000 items, it makes you wonder where that leaves the other products vying for space in American kitchens.


Consumers are notoriously tough to convert, and getting their attention is a challenge. For CPG brands, this all adds up to an incredibly tough environment for new product launches.In fact, launching a CPG product is among the most difficult business endeavors facing brands today. It requires a rigorous cross-channel strategy to differentiate the product and encourage consumers to give it a try. In other words, successfully bringing a new product to market demands a relevant brand marketing conversation.


Making sure that conversation goes as planned requires expertise and an understanding of the latest and greatest tools and strategies. Here are five tips for successful product launches from the experts at Product of the Year....

Jeff Domansky's insight:

Word of mouth, cross branding and integration are the marketing ways to success. Good read.

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How to Get 8,958 Email Subscribers in 90 Days | ProfitBlitz

How to Get 8,958 Email Subscribers in 90 Days | ProfitBlitz | Public Relations & Social Media Insight | Scoop.it
When I started the email list in January my main goal was to use the list to increase sales through the autoresponder sequence. I have been somewhat successful at that, but to be honest the percentage of subscribers that convert into customers could use some improvement. The good news is that traffic to the site has increased and so has the revenue of the site, so even without any improvement in the conversion rates the site is still doing pretty well considering it takes very little time to manage or promote.Back in March when I wrote the original post I had reached 5,273 subscribers in the first 90 days with the list. I was able to do that with a simple and not-that-time-consuming approach of:x- Creating a lead magnet (which is a sample of the products for sale on the site)- Creating a landing page to display the offer- Creating a popup with OptinMonster to show on other pages aside from the landing page- Publishing 4 guest posts at other blogs....
Jeff Domansky's insight:
Smart content marketing blueprint.
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7 Important PR Lessons Every Content Marketer Needs to Learn

7 Important PR Lessons Every Content Marketer Needs to Learn | Public Relations & Social Media Insight | Scoop.it

I tried to explain public relations to my grandmother once ...


This was many years ago, back when PR pros cut press coverage from publications we could actually hold in our hands, and few marketers talked about SEO in everyday conversation.


“So, it’s advertising,” she’d say, and I’d try again to explain that, no, it’s not.


“Advertising is about paying for attention; PR is about earning it.”


I don’t think she ever got it, and she’s not alone. Most people still think PR is some kind of black magic flacks work on the press -- you sprinkle a little witch’s potion, and TA-DA! You’re in The Wall Street Journal. But PR is a more strategic, sustained practice than that, and it’s a field content marketers need to understand as owned, earned and even paid media continue to intersect.


Below are seven PR lessons for content marketers (and for my relatives who still don’t understand what I do).....

Jeff Domansky's insight:

Explore seven PR lessons that content marketers need to understand as owned, earned, and paid media continue to intersect.

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Evolution of retail: The rise of value-centric e-commerce

Evolution of retail: The rise of value-centric e-commerce | Public Relations & Social Media Insight | Scoop.it

How much is your customer worth?


One approach would be to re-focus acquisition strategy based on the Customer Lifetime Value or CLV. According to the 2015 RJ Metrics Benchmark report, a new e-commerce customer is worth, on average, $154 in their first year. This number varies by type of retail. For instance, the categories of housewares, food and drugs tend to be above this average.


What is more interesting is that only 32 percent of these new customers are likely to make a second purchase in their first year. The report also reveals that the top 1 percent of customers are worth 18 times more than the average customer, which equals about $2,772.


Armed with this information, an e-tailer can easily calculate ROI on programs targeting new customers vs. programs targeting your biggest fans—the top 5 percent....

Jeff Domansky's insight:

Ultimately, people will not remember how they chose your product or where they bought it, but they will remember how it made them feel. what' your CLV?

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Small Business Online Solutions - Patant Consultants's curator insight, July 3, 3:11 PM

Very insightful and thought provoking article

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10 examples of website mockups with fullscreen backgrounds

10 examples of website mockups with fullscreen backgrounds | Public Relations & Social Media Insight | Scoop.it
Fullscreen background images are a way to send a powerful message in web design. Whether you want your user to feel an atmosphere, to have a message they can’t miss, or simply to make your website more beautiful, fullscreen backgrounds are the way to go. In this post we have some inspiration of designers mockups that found how to do it the right way.
Jeff Domansky's insight:
Creativity with your coffee. Impressive website designs!
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LaurentHinard's curator insight, July 3, 5:09 AM

Very impressive Web Design!

jose antonio gabelas's curator insight, July 3, 9:46 AM

AÑADA su visión ...

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How to Start a Successful Blog... Today!

How to Start a Successful Blog... Today! | Public Relations & Social Media Insight | Scoop.it

Aristotle said it best. "We are what we repeatedly do. Excellence, then, is not an act, but a habit."


No one knows this better than blogging superstar Diana Adams. With over 4100 blog posts under her belt, Diana knows what consistency can do for a blogger.


With numbers like those, we had to invite her to #ViralChat to find out how she did it. And it seems you were dying to know too!....

Jeff Domansky's insight:

Want to build a successful blog for your business? No worries. Aaron Lee offers a step-by-step instruction to help you start a successful blog...today!

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Everything We Had Wrong About Pinterest Marketing

Everything We Had Wrong About Pinterest Marketing | Public Relations & Social Media Insight | Scoop.it

I’m a bit embarrassed to share my early Pinterest Pins. But here they are anyway.


A pin loaded with hashtags, a really odd-sized image, an image with a one-word description, a Pin with no description at all.I’ve made a lot of mistakes with Pinterest, both in the Pins I’ve created and in the strategies and plans I’ve set forth. And I’ve come to discover that Pinterest is wholly unique from Twitter and Facebook, and that I’ve had things quite wrong from the start.


All these mistakes have been a wonderful opportunity to learn. I’m grateful for the chance to keep improving my Pinterest strategy, and I’d love to share with you all my mistakes and the new perspectives I’ve gained from researching and experimenting with the best ways to Pin on Pinterest....

Jeff Domansky's insight:

Kevan Lee shares all the mistakes he made in his Pinterest marketing strategies and the changes he made since. Excellent tips and recommended reading.  10/10

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Jeff Domansky's curator insight, July 3, 1:26 AM

Kevan Lee shares all the mistakes he made in his Pinterest marketing strategies and the changes he made since. Excellent tips and recommended reading.  10/10

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Top 5 Best Twitter Tracking And Analytics Tools

Top 5 Best Twitter Tracking And Analytics Tools | Public Relations & Social Media Insight | Scoop.it

With over 302 million monthly active users, about a Billion registered users, yet many don’t know about the various tools that can track and display the various Twitter stats in graphs and charts. Today we listed 5 awesome Twitter tracking and Analytics tools....

Jeff Domansky's insight:

Five best Twitter tracking and analytics tools that can track and display the performance of your Twitter account.

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Jeff Domansky's curator insight, July 2, 12:05 PM

Five best Twitter tracking and analytics tools that can track and display the performance of your Twitter account.

María Dolores Díaz Noguera's curator insight, July 2, 12:20 PM

Top 5 Best Twitter Tracking And Analytics Tools | @scoopit via @ThePRCoach http://sco.lt/...

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Content Marketing Strategy Stats: 2015

Content Marketing Strategy Stats: 2015 | Public Relations & Social Media Insight | Scoop.it

Is content marketing effective?


Most respondents felt their content marketing efforts were effective. Highlights include:

- Only 1/3 of respondents said they hadn’t found a new brand through the brand’s content marketing efforts.

- Nearly 60% of respondents said their ROI from content marketing is increasing (30%) or staying the same (29%).

- Less than 10% say they’re losing money on content marketing

- 73% say content marketing creates improved brand awareness

- 67% say they’ve received increased leads from content marketing

- 64% say they’ve increased traffic due to content marketing...

Jeff Domansky's insight:

Is your content marketing working for you?

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Pradistiani's curator insight, July 2, 3:20 AM

This is what I should learn

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12 Tools You Didn't Realize Could Send You More Blog Traffic

12 Tools You Didn't Realize Could Send You More Blog Traffic | Public Relations & Social Media Insight | Scoop.it

Now let’s look at 4 things you could be doing to get more traffic from these sources.  Plus 12 free tools (because who doesn’t love free things?) that will help you get there.

Jeff Domansky's insight:

This post looks at 12 free tools you didn't realize could get you more traffic.

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Jeff Domansky's curator insight, July 2, 12:08 PM

This post looks at 12 free tools you didn't realize could get you more traffic.

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10 Stupidly Simple "Hacks" To Win At Content Marketing

10 Stupidly Simple "Hacks" To Win At Content Marketing | Public Relations & Social Media Insight | Scoop.it

Content marketing is hard. But it doesn’t have to be boring.Lately I’ve been trying my hand at testing smart little tactics — or what I call “hacks” — to get better results out of the content marketing strategy I oversee. And I’ve been amazed at what tiny, innovative tests can do to drive some serious results. Plus, it’s pretty fun!


I was first inspired by researching the idea of “growth hacking” for a presentation I’ve done at a couple of conferences called, in short, “Hacking Human” … which doesn’t involve body parts and machetes, I swear. The gist of it is that marketers can optimize their content for what humans want and are looking for online, and then use growth hacking principles to test their assumptions and get the most out of their efforts....

Jeff Domansky's insight:

Quinn Whissen shares easy tactics to help you get the most out of your content marketing strategy.

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Jeff Domansky's curator insight, July 2, 12:09 PM

Quinn Whissen shares easy tactics to help you get the most out of your content marketing strategy.

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6 Powerful Tools To Help You Come Up With Awesome Headlines

6 Powerful Tools To Help You Come Up With Awesome Headlines | Public Relations & Social Media Insight | Scoop.it

Headlines are important. Up to 80% of people may not even read your post if you don’t have a powerful headline that grabs people’s attention.


It’s the first impression your readers have and it will dictate whether or not they keep on reading.


In essence, your title has to pique a reader’s curiosity enough for them to want to know more about it.In fact your headline alone can be responsible for up to a 500% difference in your traffic – that’s viral.


So, even though you have the greatest blog post there is, if your headline doesn’t convey how awesome your post is, no one will read your content....

Jeff Domansky's insight:

Do you ever wish it was easier to come up with awesome headlines that captivate your readers? Well now it can be, use these tools to get started today

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Jeff Domansky's curator insight, July 2, 12:10 PM

Do you ever wish it was easier to come up with awesome headlines that captivate your readers? Well now it can be, use these tools to get started today

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How Omnichannel Retailers Use Social Media (and How They Could Do it Better) | Centric Digital

How Omnichannel Retailers Use Social Media (and How They Could Do it Better) | Centric Digital | Public Relations & Social Media Insight | Scoop.it

The omnichannel experience isn’t just a marketing strategy — it represents a fundamental shift of the consumer’s position in the traditional purchasing process. Omnichannel enables the customer or the client to choose how they want to interact with a company or product line without having to compromise the quality of their interaction.


A successful omnichannel retailer is less concerned with a broad, multi-channel marketing campaign and focuses instead on creating a seamless media experience for customers engaging with their brand.The key here lies in an ability to allow your brand to proliferate across every channel.


According toMarketo, one of the leaders in automated marketing software, “Each piece of the consumer’s experience should be consistent and complementary.”


Whether a customer is visiting the store, making a purchase through a mobile app, or liking a photo on Instagram, they must be able to engage your brand in a way that is both seamless and effortless, regardless of the device or channel....

Jeff Domansky's insight:

Most businesses have come to recognize the importance of social media within the spectrum of the omnichannel experience, but few are actually putting this idea into practice with success. Here's how to get results. 9/10

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Nathan's curator insight, July 2, 9:50 AM

Color scheme?  This is tough to consume unless you're really interested on the topic.