Not-so-Scary Social Stuff
October was a thrilling month for us Renegades, rich with treats (new clients) and tricks gleaned from a broad range of conferences. Never stingy with our counsel, here is a new batch of insights we bagged just in time for Halloween.
Make Sure Your Fans Are Your Customers
Thanks to research done by LoudDoor, Kraft’s Kool-Aid brand figured out that their Facebook fans were predominantly 18-year old kids, not the moms who actually bought the product. To get more moms to Like their page, Kool-Aid usedLoudDoor to create a new targeting profile, which dramatically improved promoted post engagement and right-sized their fan base. (For more, see the full interviewwith Kraft’s Tiffany Tamplin.)
Don't Be Content with One Type of Content
| At The CMO Club Summit, Drew moderated a fascinating panel discussion on content marketing with the CMOs of D&B Credibility Corp, Viking River Cruises and Ricoh. Of the three, Judy Hackett of D&B (see interview) had the broadest range of content types, including live-streaming events, blog posts, an online resource center and personalized “video content with multiple variables”—all of which are helping to drive small businesses to their website. |
Engaging Content Performs Multiple Functions
| Not surprisingly, Viking River Cruises has beautifully shot videos of all its destinations on YouTube to attract new customers. What is surprising is that Viking actually gets as much or more value from these videos and other content like international recipes by keeping customers engaged between the time they book and actually depart, some of whom end up becoming brand evangelists. (SeePSFK article with Viking’s CMO Richard Marnell.) |
Social Media Starts with Customer Service
| As much as marketers would like social to be another lead-generating sales channel, more and more are realizing that reputation management through customer service is first priority. McDonalds sifts through more than 430,000 tweets per day to find the real complaints and routes them to specific stores whenever possible, generally within an hour of the tweet! Their customers are also lovin’ this. (See interview with McD’s Kim Musgrave.) |
Not All Conferences Are Created Equal
| In October, Renegade attended The CMO Club Summit, The Incite Marketing Summit, Social Media for Customer Service Summit, The Realtime Marketing Lab and Pivot. While covering all this ground, our fearless leader decided that future conference attendees deserved a new “bill of rights,” which includes legible badges, working WiFi, audible presenters and prepared panelists. |
Finally, if you happen to be in NYC on Halloween night, treat yourself to the Empire State Building’s (one of our clients) live LED light show, which begins at 8:30 p.m. and will be accompanied by music on ClearChannel’s Z100 and 103.5 KTU. Or visit their Facebook page on November 1 to see the official video.