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- The quote: “Kraft has taken a strategic approach to its World Cup-themed effort, deemed Flavors of the Championship, or Sabores del Campeonato, looking to data reflecting social commentary and search trends to inform recipes they suggest in emails, Facebook posts and on YouTube.” – Kate Kaye (AdAge)
- Why it matters: Kraft is becoming a model in how data can inform content, and the way it’s looked at the World Cup social media machine is a perfect example of how it does it. In an attempt to capitalize on the dense market of hispanic consumers the World Cup has attracted, Kraft took the hastiness out of real-time marketing and instead used the events of the tournament to serve up dishes from its extensive library of recipes. Party-ready favorites like empanadas for the Argentina match were delivered to the 500,000 email subscribers of Kraft Comida community just in time for kickoff, providing its customers with content that is both useful and relevant. When the email caught-on amongst fans, the brand reflected that on its social channels like Facebook to truly capitalize on the moment. This is data informing content at the highest level, and has lead to a very successful social campaign from the Kraft brand.
- The quote: “According to a new report from eMarketer, spending on digital advertising globally will swell 16.7 percent this year to $140.15 billion, marking the first time digital will make up more than one-quarter of media spend.” Lauren Johnson – (AdWeek)
- Why it matters: As digital ad budgets grow, the ability for brands to find its existing customers and reel in new ones also grows. However, the true challenge is in cutting through the noise and traffic of the rest of the digital world. More than ever, its an important time to understand who your brand’s fans are, why they are engaging and what they need to continue to participate in your brand community. It’s 2014, do you know who your fans are?
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- The quote: “The ability to use an existing social network or email identity is now the most popular way to create accounts on the web. Ninety percent of people have encountered social login before, and more than half of people use it. Social login streamlines the account creation and login process by eliminating the need to create and remember yet another username-password combination.” Sonja Hegman Andras – (AllFacebook)
- Why it matters: Aside from providing extremely valuable customer data, social logins are the widely becoming the preferred means of creating accounts online for customer. What’s encouraging is that social logins will make it easier for fans to join loyalty programs, participate in contests and absorb VIP content among many other opportunities. If your brand hasn’t activated social logins on its website yet, stop reading this blog post and do it — now. The benefits show themselves immediately by increased participation and invaluable customer data.
- The quote: “The most important aspect of social media is communication. Sites like Facebook, Twitter, and LinkedIn provide companies with direct access to consumers and clients, but people aren’t satisfied with one-sided conversations anymore. They have thoughts and ideas that they want to be heard, and social media provides a platform for that happen.” – Timothy Snyder (Socialnomics)
- Why it matters: What is your brand doing to understand its customers? What value are you providing to your fans across social channels? How are you measuring engagement? The questions brands need to ask themselves have truly evolved over recent years to focus on what the brand can do for its customers, instead of the other way around. This quarter, focus on taking that Like button to heart and find out what motivates the fans in your brand community, and how you can give them more of that this year.
- The quote: “Beats knows what it stands for and has a clarity of purpose. As Omar Johnson VP of Marketing says Beats is built on “a relentless passion to tell the truth even if unsavoury or uncomfortable for people who don’t want to hear it”. – Neil Dawson (The Warc Blog)
- Why it matters: From the theatrics of its commercial spots to the way the brand sets itself up to capitalize on real-time moments long before they occur, Beats has culture covered. Owning 70% of the headphone market requires the passion of music fans and brand advocates and Beats has both covered, handily. The brand is built on the feedback and buy-in of influential musicians, athletes and celebrities — all with good taste — and has lit a fire in the music industry that hasn’t burned so bright since Apple first released its iPod in 2006. The two brands married their innovative ways together earlier this year and should be seen as models in how focusing on advocacy can quickly turn fans into zealots, with sales that reflect their fire for Apple and Beats products.
Interested in know who your brand’s biggest advocates are?
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