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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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30 beautiful mobile apps for design enthusiasts - 99designs Blog

30 beautiful mobile apps for design enthusiasts - 99designs Blog | Public Relations & Social Media Insight | Scoop.it

With an ever-growing supply of mobile apps, it takes a lot to stand out from the crowd—both in functionality and design. With that in mind, we sloshed through app stores to handpick 30 beautiful mobile apps that designers and design enthusiasts will love.


We’ve organized this article into seven sections, so you can easily find the mobile app that fits your needs best. It’s time to turn your phone into your own little robotic personal assistant! Let’s begin....

Jeff Domansky's insight:

Excellent collection of mobile apps for designers and bloggers. Recommended reading! 9/10

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Where will Social Media Users go in 2017?

Where will Social Media Users go in 2017? | Public Relations & Social Media Insight | Scoop.it

As social media networks continue to evolve at a breakneck speed, so does the demographic of users on the respective platforms. We looked at the data and pulled together current 2016 trends with early predictions about where social media users will go in 2017.


Key points


- Facebook isn’t dead, yet. Millennials are still on Facebook, they’re just using the platform in a different way than their older counterparts. Rather than sharing personal stories and updates, they’re sharing third-party content.


- Instagram ads bring big brand awareness. 97% of branded Instagram campaigns have generated a significant increase in ad recall. This is expected to grow even more as Instagram ad targeting becomes even more advanced.


- Video will dominate. Video content will be responsible for 85% of search traffic in the US by 2019. There is already a massive rise in video content, especially on Facebook.


- Snapchat might revolutionize ads. Leaked documents from the company show Snapchat is looking to capitalize on their large, young demographic. This includes image recognition technology to introduce a new round of advertisements that encourage users to share a brand’s message through user-generated content....

Jeff Domansky's insight:

As social media networks continue to evolve, so do consumers. NewsCred pulled together predictions about where social media users will go in 2017.

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Sagar Bhardwaj's curator insight, Today, 1:34 AM
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11 Simple Tricks To Enhance Your Social Media Images

11 Simple Tricks To Enhance Your Social Media Images | Public Relations & Social Media Insight | Scoop.it
Humans are, by nature, very visual beings.

In the brain itself, there are hundreds of millions of neurons devoted to visual processing, nearly 30 percent of the entire cortex, as compared with 8 percent for touch and just 3 percent for hearing.


Each of the two optic nerves, which carry signals from the retina to the brain, consists of a million fibers, compared to the auditory nerve carrying a mere 30,000.


That’s all to say that social media images are a vital part of your content reaching the maximum amount of people, people who are very visual beings!


Marketers that have dabbled in creating engaging images for social media know just how tough and time-consuming it can be. I’m no expert, but I’ve learned a thing or two about creating social media images after lots of practice (and mistakes!), and I’m excited to share with you my favorite social media design tips and principles to help enhance your social media images.

Jeff Domansky's insight:

Here are 11 practical ways to make your social media images more effective

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Domino's Pizza Survives Drone Delivery With Only Minor Damage to the Cheese

Domino's Pizza Survives Drone Delivery With Only Minor Damage to the Cheese | Public Relations & Social Media Insight | Scoop.it

If you want the best pizza, you're not going to order Domino's. But if you want your pizza delivered in the most innovative way, well, Domino's may have that market cornered.


The chain took four years to modify a car to become the perfect delivery vehicle. And now it is testing drone delivery in New Zealand. And by all accounts, the first drone test went well, with the pizza landing gently and without major damage—save for a little cheese stuck to the top of the box. (Domino's did something similar in the U.K. way back in 2013, but that was when commercial drone delivery was years away from approval. We're much closer now.) 


Check out a video of the successful test below, which is, aptly enough, itself quite cheesy. But the brand is serious about the method. According to Reuters, it's is looking to conduct tests in Australia, Belgium, France, The Netherlands, Japan and Germany....

Jeff Domansky's insight:

Pizza delivered by drone? Cheesy!

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Augmenting Reality in Retail: How Lowe's, Walgreens Make Virtual Change In The Aisle

Augmenting Reality in Retail: How Lowe's, Walgreens Make Virtual Change In The Aisle | Public Relations & Social Media Insight | Scoop.it

For Lowe’s, it was a virtual no-brainer.


Many people can envision a new kitchen, but few can actually visualize it – not correctly anyway. That island ends up taking more space than you thought, and the refrigerator door opens right into the entranceway.


So Lowe’s turned to virtual reality. It created the Holoroom, its self-described “digital power tool for kitchen and bath design.”


Launched in November 2015, the Holoroom enables customers to design their dream kitchens or bathrooms on an app, and then, with virtual reality goggles such as Oculus Rift or Google Cardboard, virtually step into the design.


With this technology, Lowe’s is literally extending the experiential phenomenon of virtual reality from a household word to a retail one. It is not alone. While augmented reality and virtual reality (AR/VR) feel a little futuristic for commerce, big-name retailers are testing the technologies in ways that appear surprisingly simple and adaptable. If these efforts continue, consumers will increasingly come to expect them to aid their purchasing....

Jeff Domansky's insight:

Augmented and virtual reality may feel a little futuristic for today’s retail aisles, but big-name brands are testing it in ways that appear surprisingly simple and adaptable. If these efforts continue, consumers will increasingly expect it.

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15 Startups Not Named Magic Leap Raising AR/VR Mega-Rounds

15 Startups Not Named Magic Leap Raising AR/VR Mega-Rounds | Public Relations & Social Media Insight | Scoop.it

The funding landscape in AR/VR has been defined by large rounds to the exceptionally well-funded Florida-based startup Magic Leap, which has raised nearly $1.4B in venture funding. After raising massive Series B ($542M) and Series C ($780M) rounds, the stealth AR company’s financings tend to distort industry funding trends.

To identify well-capitalized AR/VR startups that aren’t named Magic Leap, we used CB Insights data to see which companies are raising big financing rounds and building war chests to help build out the AR/VR ecosystem, which some theorize could become the next major computing platform.


Topping the list of big AR/VR rounds was Laguna Beach, California-based NextVR, which focuses on virtual reality broadcasts of live events. NextVR recently raised an $80M Series B round.

The next biggest deal went to Palo Alto-based cinematic VR platform Jaunt. The company raised a $65M Series C in September of 2015.

In third was UK-based Blippar, which produces a mobile AR visual search app. Blippar last raised a $54M Series D in March of 2016.

Jeff Domansky's insight:

CB insights always has valuable perspectives on venture capital, startups, disruptors and industries ready to grow. This report looks at 15 startups in the artificial reality/virtual reality space and it's fascinating.

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Companies Fare Worse When the Press Exposes Their Problems Before They Do

Companies Fare Worse When the Press Exposes Their Problems Before They Do | Public Relations & Social Media Insight | Scoop.it

Take 2010, when BP was confronted with one of the biggest oil spills in history. It appeared that the organization waited to reveal all the facts until they knew that the spill had become unstoppable. Or 2015, when the U.S. Environmental Protection Agency and the California Air Resources Board uncovered widespread cheating by Volkswagen on emissions standards – something Michael Horn, president and CEO of Volkswagen America, was alerted to a year earlier but remained silent. Even when the EPA confronted the company with their findings, Volkwagen missed the opportunity to communicate first. And more recently, The Wall Street Journal revealed a culture of secrecy at blood-testing start-up Theranos and questioned the effectiveness of the technology driving their operation, leading to a federal investigation.

In each case, the organization failed to self-disclose a crisis, and as a result, each faced enormous negative publicity that continues to draw critical attention from a broad public. Even Hollywood is interested: movies have been made, or are in the works, about all three scandals. The longstanding impact of a failure to acknowledge a problem cannot be overstated.

How should companies handle a crisis differently? Our research focuses on an alternative approach, one that is referred to as “stealing thunder.” It involves self-disclosing crises and major issues before media gets hold of the story. Earlier studies on stealing thunder have found that self-disclosing organizational crises increases the credibility of organizational spokespersons. When an organization breaks the news about incriminating events, these problems will also appear less severe. In addition, organizations that steal thunder are considered more reliable and consumers are more inclined to continue purchasing their products. Our recent study adds to these findings by examining if self-disclosing an organizational crisis may be as effective as it is because old news is considered no news. When self-disclosing incriminating information, individuals will perceive