Meet the sharing economy's top intellectual Arun Sundararajan, a professor at New York University, is the favorite public intellectual of sharing-economy advocates, and his research has explored how sharing-based businesses can solve social problems. Sundararajan says more researchers are following in his footsteps. "I may have noticed it a little earlier than other people, but I have a feeling that the Airbnb valuation has attracted the attention of a lot of them," he says. Next City (5/7)  | Retail 2020 — Reinventing Retailing Once Again
This free white paper from IBM and NYU Stern School of Business offers a look at retailing in the past and a glimpse at what retailing will look like in 2020, outlining the implications for retailers today. To succeed, retailers must rethink their strategies and points of differentiation; the customers of 2020 will require it. Learn more now. |
 | Why shady tactics won't yield results on social media Small businesses may feel pressure to match the social media fan bases that their larger counterparts attract, but they should resist the temptation to artificially build an audience with click farms or other shady tactics, write Stephanie Abrams and Courtney Spritzer, co-founders of Socialfly. That's because social media sites are all about communication between real people. "When the audience isn't real and consists of fake profiles and bots, the [social] life cycle doesn't even have a chance to begin," they write. Entrepreneur online (5/8)  | Register Now: 4A's PR Forum in NYC Brand communications professionals will want to register for the 4A's PR Forum on Wednesday, May 14. This event brings together agency PR, social media experts and journalists for discussions that include crisis communications in the world of social media! Todd Wasserman, Business Editor at Mashable, and Melissa Barnes, Head of Global Brands at Twitter, are scheduled to speak. Sign up now! | | Tumblr features GIF comic to promote Taco Bell offering Taco Bell is serving up a GIF comic on Tumblr to promote its Spicy Chicken Cool Ranch Doritos Locos Tacos. The picture-driven story works especially well on mobile devices, with images presented sequentially as viewers scroll down. "We thought Tumblr was a great fit to launch the first ever GIF comic because creative storytelling is endemic to that platform," said Tressie Lieberman of Taco Bell. Mobile Marketer (5/9)  | White Paper: Display Ad Clickers Are Not Your Customers
Relying on clicks to drive conversions for display advertising is often a dead end. We've found that consumers most likely to click on display ads are often vastly different from an advertiser's best-performing customers. Read this white paper to learn why optimizing display campaigns for clicks often means anti-optimizing for sales and how to focus on what really matters for ad effectiveness. Download it now! |
 | NBC plans to promote 3 shows with Facebook video ads NBC has become the first to take advantage of Facebook's Premium Video Ads in a deal to promote three new shows. "Facebook -- the scale alone there, the ability to deliver as many eyeballs as we're doing today -- it's really hard to find that anywhere else," said Kjerstin Beatty, NBCUniversal's vice president of media. "Given the popularity of Facebook and how many brands and advertisers are using it, we can't rely on organic reach alone anymore." Adweek (5/7)  | Digital Audience Report, July to September 2013
Global marketers now have an unprecedented opportunity to reach across channels to engage in meaningful conversations with customers moving from device to device, shifting formats and media. Download this report to learn about how the rise of the cross-channel brand. |
 | Study: Warmth, not celebrities, drives social shares Commercials that elicit psychological responses get the most shares online, and adding celebrities won't ensure a viral success, according to a study of Super Bowl ads from Unruly Media. The most-successful viral ads from this year's game relied on warmth and happiness, such as this year's most-shared spot, Budweiser's "Puppy Love." Microsoft's "Empowering" spot could have been just as big, but it was hurt by not being revealed before the game and its brand recall was too low, according to Unruly. Adweek (5/8)  | Demystifying Digital Experience Management Whitepaper
As marketing strategies focus on digital sources—such as search, social and mobile—marketers face a growing challenge: to deliver digital experiences that are consistent with their brands, easy to control and update, and that achieve business results. Download the whitepaper to learn how to reach new audiences and enhance engagement. |
 | App lets San Franciscans bid for parking spaces A controversial mobile application lets San Franciscans who have nabbed a public parking space sell their spot for up to $20. The MonkeyParking app has drawn criticism from those who say it favors the wealthy and monetizes a public resource. Its makers say they're giving people an incentive to free up their parking spots. "We're just providing information when someone is leaving. That is valuable information for everybody," co-founder Paolo Dobrowolny says. San Francisco Chronicle (free content)/The Tech Chronicles blog (5/5)  | TRUSTe 2014 US Consumer Confidence Privacy Report
Consumer trust is falling. 55% of consumers (down from 57% in 2013) say they trust businesses with their personal information online. For a valuable barometer of consumer confidence, business impact and recommended business practices, download the TRUSTe research report now. |
 |  | Be careful about choosing to do business with a click farm. Companies reap what they sow." | | | Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
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