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2013/11/27

How JPMorgan limited the damage from its Twitter misstep

Can Twitter catch up to Facebook on holiday ads? | Brands' Instagram posts draw mixed signals from users | Alcohol brands still figuring out Twitter strategies
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November 27, 2013
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Can Twitter catch up to Facebook on holiday ads?
Twitter's retail-advertising chief, J.J. Hirschle, reportedly has been meeting with brands such as Best Buy and Target in a bid to persuade them to spend heavily on Twitter campaigns this holiday season. An August poll by Shop.org indicated that more retailers were planning to focus their holiday marketing investments on Facebook than on Twitter. "Holiday is one of the most important periods and for me, sitting in the retail world, it is the most critical period," Hirschle says. Bloomberg (11/26)
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Brands' Instagram posts draw mixed signals from users
Brands including General Electric, Levi's, Lexus and Ben & Jerry's have advertised on Instagram, with some brands netting thousands of followers. However, many users are responding to advertisers' Instagram posts with negative comments, and brands are closely monitoring the return on their investments, Cotton Delo writes. "Instagram will now be charged with explaining what value those likes and follows actually yield," Delo writes. Advertising Age (free access for SmartBrief readers) (11/26)
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Facebook's Referral Traffic Slips as Pinterest Gains Ground
Pinterest's share of social referrals to websites rose to 14% in Q3, while top social referral source, Facebook, appears to keep slipping. While Google+ remains important because of its potential to influence search results, it only generated about 1% of social referrals. 30% of Q3 social referrals were from mobile devices, double the previous year.

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Ideas in ActionSponsored By
Alcohol brands still figuring out Twitter strategies
Alcoholic-beverage companies like the idea of marketing their products on Twitter, but most have yet to find an effective strategy for the social network, writes Peter Kafka, noting that their struggles are a sign of the broader questions marketers have about Twitter. All Things D (11/26)
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Toyota taps Moontoast unit for Instagram-Facebook campaign
Toyota is promoting its 2014 Tundra with Moontoast's rich-media units, running stop-motion Instagram videos in Facebook's page post link ads. The ads display in news feeds but only play when users click through, an unobtrusive unit that helped the company rack up 800 likes in the first day of its new ads. "We want to create different ways for our audience to engage, whether that be static posts or embedded video," Toyota's Florence Drakton says. Adweek (11/25)
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Research and ReportsSponsored By
Social media marketing? You're doing it wrong
Surveys indicate that 91% of businesses don't think social media boosts sales, and 62% of customers say that social campaigns don't change their purchasing behavior. The numbers suggest companies need to rethink their approach to social media, and focus on building relationships rather than broadcasting marketing messages, write Ryan Darby and Jake Herway. Gallup Business Journal (11/26)
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The Takeaway
How JPMorgan limited the damage from its Twitter misstep
JPMorgan Chase was right to pull the plug on a planned Twitter Q-and-A that sparked negative comments about the bank's business practices, Sarah Carter writes. Shutting down online communications isn't usually the right path, but on occasion it's the only real option. "Sometimes you just can't win and you have to know which battles to fight," Carter writes. SmartBrief/SmartBlog on Social Media (11/26)
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Social Shareable
Spartacus is here, and he wants his latte
A theater group has made a video in which they all proclaim to be Spartacus after a Starbucks barista calls for a customer with that name. The "real" Spartacus is eventually revealed to be a half-naked man dressed as a Roman slave. WebProNews (Lexington, Ky.) (11/26)
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Editor's Note
SmartBrief will not publish Thursday and Friday
In observance of Thanksgiving in the U.S., SmartBrief will not be published Thursday and Friday. Publication will resume Monday.
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SmartQuote
Even people who are really good at marketing are still trying to figure out Twitter."
-- Peter Kafka, writing at All Things D
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands.
 
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