An Ignoble Experiment: DKNY messages Instagram fans with tailored fashion content

"Like" button alternative could be a challenge for brands | What the evolution of social media means for marketers | DKNY messages Instagram fans with tailored fashion content

Created for ignoble.experiment@arconati.us | Web Version

September 17, 2015

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The Big Story

"Like" button alternative could be a challenge for brands

(Peter Macdiarmid/Getty Images)

Facebook's plan to develop an alternative to the "like" button to let users express empathy could backfire on brands, observers say. "A 'dislike' button on posts would be awesome for consumers, but a whole other challenge for brands," Adaptly's Nikhil Sethi said.

Digiday.com (9/15)

7 Sales and Marketing Myths Leading You Astray
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Connecting & Collaborating

What the evolution of social media means for marketers

(Thomas Coex/Getty Images)

It's an exciting time to be a social media marketer, though not without challenges, writes Lisa Braziel of Ignite Social Media. Among the opportunities are new video formats, ad units, social platforms and messaging apps, Braziel writes. "Overall, marketers must approach these opportunities with enthusiasm and realistic expectations," she writes.

SmartBrief/SmartBlog on Social Media (9/17)

Why Your Customer Experience is a Mess
Is your customer experience shattered into a thousand pieces? That's no surprise. The channels, the tech, the segments, the data, the people — the overwhelming complexity of today's marketing has made customer experiences painfully disjointed. Read this to learn what it's going to take to get out of it.

Marketer Moments

DKNY messages Instagram fans with tailored fashion content

DKNY show (JP Yim/Getty Images)

DKNY tapped Instagram's new messaging feature to reach fans with personalized content, including videos and sketches during the brand's New York Fashion Week runway show. Instagram Direct allowed fans to specify their favorite looks, which in turn allowed DKNY to provide more information on those specific fashions.

Advertising Age (free access for SmartBrief readers) (9/16)

Gatorade uses YouTube 360 to make pitch to fans

Gatorade is putting fans in the shoes of baseball star Bryce Harper, creating a YouTube 360 virtual reality video that combines action footage and computer-generated imagery to replicate the sensation of stepping up to the plate. "We feel like this is going to be one of the platforms of the future to really give immersive and unique experiences to consumers," says Gatorade's Kenny Mitchell.

Advertising Age (free access for SmartBrief readers) (9/16)

How to Master Remarketing in an Omnichannel World
Right now, prospects are visiting your website and calling into your contact center. Most of them won't convert. In a week, 40% will lose interest. Download the MAKING IT WORK: Mastering Remarketing in an Omnichannel World eBook to learn how to quickly re-engage hot leads and prospects, across multiple channels!

Platform News

Facebook teams with Shopify on Shop section for business pages

Users of the Shopify e-commerce platform will soon be able to sell through Facebook as part of a collaboration between the two companies. Shoppers can either be redirected to merchants' store pages or can check out without leaving Facebook, and Shopify will manage the purchase process.

ZDNet (9/16)

Ten mobile trends. Ten ways to win.
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Measurement Matters

Facebook, YouTube poised to allow third-party viewability checks

(JONATHAN NACKSTRAND/Getty Images)

Facebook will team with Moat to provide third-party viewability verification. YouTube reportedly will be following suit. So far, both companies have relied on internal metrics, but advertisers are demanding an independent option.

The Wall Street Journal (tiered subscription model) (9/17)

The Content Creation Guide
According to CMI, 70% of B2B marketers are creating more content than they did one year ago — but is that content really making an impact? The Content Creation Guide provides step-by-step instructions to help you create a top-notch content strategy. You'll also get access to 6 marketing templates to guide your content efforts. Download now!

Social Shareable

Why prison wardens care about their Yelp reviews

(Kevork Djansezian/Getty Images)

Former convicts and their families are reviewing US prisons on Yelp and commenting on elements such as the quality of food and dress codes for guests. The ratings can be a resource for future inmates, and some say they reflect on how wardens are doing their jobs. "A warden's reputation is built on how smoothly they run a prison," the University of Michigan's Reuben Miller says.

Business Insider (9/12)

The Sophisticated Marketer's Crash Course in Lead Nurturing
The most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing—which includes display and social media advertising. This guide reveals the basics of building a complete nurturing program that goes beyond email to nurture both known and anonymous prospects. Get your free "Crash Course" now!

Editor's Note

Got something to say about social media? Say it on our blog

SmartBrief on Social Business publishes original blog posts, videos and interviews with social media thought leaders on its blog network, SmartBlog on Social Media. Submitting guest posts is a great way to share your perspective with the entire SmartBrief on Social Business audience. If you're interested in seeing your name in SBoSB, check out our step-by-step guest post guide and then e-mail editor Ambreen Ali for more information.

In the constant-changing social space, there are new opportunities coming to marketers nearly every single day.

Lisa Braziel of Ignite Social Media, writing in SmartBrief's SmartBlog on Social Media

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.