As Oreo tries to spread the love through social media
with gay pride post,
backlash falls under the radar
Oreo is widely known to be one of the most successful brands on Facebook, but tonight the brand proved it could be one of the boldest, too. Last week it posted a picture on its Facebook page of a rainbow-filled Oreo with the words “June 25 | Pride” underneath. The page is littered with negative comments, but Oreo has racked up 260,000 likes, 48,000 comments and 82,000 shares in the span of a week. How’s that for engagement? Although there have been scores of disturbingly negative comments, Oreo has doubled its new fans per day, and its likes, comments and shares are through the roof. The post also drew a massive amount of support “I didn’t think it was possible for me to love oreo’s more than I already did!!” said one happy fan.
McDonald’s courts controversy as it works with bloggers
McDonalds has come up with an interesting community engagement strategy isn’t an easy task. For McDonald’s marketers, striking the right balance is a constant struggle in the face of government messages about healthy eating and a nation of increasing waistbands. But with criticism in the social media arena against the fast food behemoth reaching fever pitch after Jamie Oliver’s ‘school dinners’ campaign, with a galvanised public venting its spleen with increasing bile, it was only a matter of time before the hamburger giant bit back. McDonald’s launched a platform called Family Arches last August, where bloggers could get access to information about its food, nutrition and charitable giving. This community is mostly made up of mummy bloggers, who, according to McDonald’s social media director, are some of the most vocal opponents of fast food.
Innocent gives away Olympic tickets in ‘tweet for a seat’ campaign
Innocent, the official smoothie and juice of the London 2012 Games, is giving away tickets to different Olympic events as part of a two-week Twitter campaign called ‘Tweet For A Seat’. Followers can win a pair of tickets to a number of Olympic events, which have not yet been named, by telling Innocent who they would like to take to the Olympics and why, including the hashtag #tweetforaseat. Innocent had previously planned to host a festival promoting its Olympic sponsorship, but pulled it because of poor ticket sales, an overcrowded schedule this summer and typical British summer weather.
Uniqlo develops creative Pinterest campaign through clever pinning!
Despite its popularity, we haven’t seen many advertising campaigns done on Pinterest over the last few months. There’s been a few examples, but in recent times, this has died down considerably, which is a shame considering that the site is still as popular as ever. Thumbs up to Uniqlo’s clever campaign on Pinterest, where lots of users are hanging out but where brands have been slow to develop unique content. But the Japanese clothing company takes that head on, and its latest campaign goes down a treat. asically, it follows the same principal of the tweet cartoon and Facebook flipbook that became popular back in April. How the agency did was simple: Their members just pinned images at the same time to ensure they would appear alongside each other. A simple idea, but one that would require numerous people to work on and a lot of preparation (or trial and error) to ensure that the images appear in the correct positions.
Tumblr offers pinned posts for $5
This is yet another way for cheap, advertising that Tumblr has released this year that’s leaving no questions about its plans for monetisation. The new feature, called pinned posts, makes the post in question stick at the top of followers’ dashboards for 24 hours, though users can unpin them after they first appear.
Instagram for iOS gets first update since Facebook’s acquisition
Instagram has replaced the “Popular” tab with “Explore”, where users can still see the most liked photos, but can also search for photos from certain users or by hashtag. The new version of Instagram also ups its dosage of Open Graph, and users can now post photo likes to their Facebook page without leaving the app. But the biggest news of all is Instagram’s new web presence, where users can (finally!) log in, like and comment on photos and edit their profiles.
Twitter says goodbye to LinkedIn
Twitter is taking more control of how and where users see tweets, as it announced the end of its tweet syndication partnership with LinkedIn. What will get the axe next? Third-party apps that essentially copy the Twitter experience sound like they could be on the chopping block, though nothing has yet been specifically named.
On social, brands use rewards, customer service to foster loyalty
Due to the debate over the true meaning of a marketing understanding of the Facebook ‘Like’ and why Facebook users decide to ‘Like’ pages it has come to light that in actual fact users say that Facebook acts as their loyalty card and it’s how they want to get deals and hear news about the brand.
According to eMarketer’s Krista Garcia:
Through the use of social media, though, retailers and brands can identify and interact with their most profitable internet users. “Loyalty can be won through encouraging word-of-mouth and creating advocates, by raising a user’s social status, by surprising and entertaining shoppers in unexpected ways, and also by listening to customers’ needs and suggestions and responding in a mutually beneficial fashion.”
The link between social media and loyalty seems to be on the minds of many, but user behavior on social networks is still misunderstood. “The ability to combine traditional loyalty programs with a social layer holds great promise for retailers and brands trying to strengthen retention,” said Garcia. “Starting with a compelling customer experience lays the foundation, then responding in real time, anticipating and meeting needs, and influencing a wider audience by creating sharable perks are part of the next generation of rewards.”
What is the average Facebook page’s organic reach?
Edgerank monitored and analysed over 14,000 pages in the past 30 days (5/16/12 – 6/16/12) to see their average Organic Reach per post. Smaller brands tended to reach more of their fans and Facebook pages with fewer than 1,000 fans are the most likely to appear in their fans’ newsfeeds, according to new research from EdgeRank Checker. While pages with 1,000 to 100,000 fans reach 20% – 30% of their fan base, pages above 1 million fans aren’t likely to hit more than 3% – 10% of their fans’ newsfeeds.
How to improve for the future – “Improving Organic Reach boils down to understanding EdgeRank. To build your content’s average EdgeRank, you’ll need to continue to improve the engagement of your content. Encourage your audience to Like, Comment, and especially Share your content. Over time this will build Affinity with your audience, therefore increasing your Reach onto their news feeds.”
Facebook testing ‘Want’ button plugin
A watchful developer noticed that a ‘want’ tag was added to Facebook’s Javascript kit, but so far the button has not been publicly listed. Developers could create a ‘want’ action through OpenGraph, though Facebook has just disabled this and is remaining tight-lipped about whether this feature will be rolled out at all.
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