An Ignoble Experiment: Health care companies get a taste for online ratings

Brands tap into Snapchat geofilters | Health care companies get a taste for online ratings | How United Technologies got on board with social media

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

September 14, 2015

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The Big Story

Brands tap into Snapchat geofilters

(LIONEL BONAVENTURE/Getty Images)

Sponsored "geofilters," or ad images that users can add to their Snapchat videos when they're in specific locations, enjoyed success this summer, with major brands such as Nike and General Electric using them in campaigns to encourage user-generated videos. Some of the resulting videos won millions of views, with users effectively becoming social media ambassadors.

The Wall Street Journal (tiered subscription model) (9/11)

76MM VIEWS
Most social TV program ever
Experience it here.

Across multiple networks and platforms. Sources: Nielsen, Omniture, Facebook Insights, Twitter, Twitter Amplify, YouTube Analytics 8/30/15-9/1/15; Nielsen, since October 2011, ranked on tweets, excluding sports events

Connecting & Collaborating

Health care companies get a taste for online ratings

Patients at Inova Health System will be able to post starred ratings and unfiltered reviews of doctors, in a sign of the degree to which health care companies are seeing online chatter as a driver of business. "We see this as one of the fastest-growing trends in health care. More and more reimbursement is being tied to patient satisfaction," says Andy Ibbotson of National Research.

American City Business Journals/Washington, D.C. (9/8)

How United Technologies got on board with social media

Not having a clear and effective social media policy didn't prevent United Technologies employees from establishing a digital footprint across 40 social media channels. Senior Social Media Manager Maureen Fitzgerald says she convinced executives to embrace that presence by surveying the online conversations from which the company's voice was absent.

SocialMedia.org Blog (9/8)

Down with Simple Attribution Models
It's time for a revolution. Simple attribution models mislead marketing teams, making them over-invest in the wrong places and under-invest in the right ones. It's never been more important to figure out how an action in any channel leads to a sale, and with so many touch points in the typical purchase journey, this has become a major challenge. Let's fix it.

Most Read by Marketing Decision Makers

Analysis: Digital growth comes at TV's expense The Washington Post (tiered subscription model)

Getty issues grants to Instagram users Time.com

Facebook gives real-time tools to journalists, celebrities SocialTimes

Resistance to social is futile, Sprinklr exec says MIT Sloan Management Review online

Heineken woos social media audience with free beer Food Dive

Social data unlocks return on media investment: Join the Webinar
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Marketer Moments

Toms Shoes shares Shaq visit with social media fans

(Tim Boyles/Getty Images)

Toms Shoes used Instagram, Facebook, Twitter and Snapchat to play up a store visit by Shaquille O'Neal and used the opportunity to generate buzz among fans of the former basketball star. The company also held a meet-and-greet on Snapchat to reach the platform's millennial audience.

Mobile Marketer (9/14)

What makes marketing on Pinterest unique

Common mistakes when marketing on Pinterest include forgetting that the social network focuses on the future and putting too much weight in follower counts, Kevan Lee writes. Also, don't fret too much about posting at the optimal time, Lee writes: "Pinterest doesn't share Twitter and Facebook's emphasis on immediacy."

Search Engine Journal (9/12)

Finally, a buzzword worth talking about
So we know most companies think they're delivering insights to help them win deals, but what actually constitutes a powerful insight? And what types of insights are most effective at differentiating your solution and defeating a prospect's status quo bias?

Download the eBook The Power of Visionary Insights

Platform News

Spherical videos said to be part of Facebook video app plans

Facebook is reportedly developing a stand-alone application with cross-platform support for 360-degree "spherical" videos that change views when users move the screen. CEO Mark Zuckerberg has touted virtual reality as key to mobile's future.

The Wall Street Journal (tiered subscription model) (9/13)

How to Master Remarketing in an Omnichannel World
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Measurement Matters

Facebook, Twitter becoming go-to sites for news

Researchers at the Pew Research Center have found that a growing number of people are getting their news via social media -- as opposed to 14 years ago when most people remember watching television as news of the 9/11 attacks unfolded.

Newsy.com (9/10)

2015 Email Design Lookbook
Email templates can be tricky. Take a look at 10 best in class example emails designed by Pardot clients. You'll learn best practices in template design, calls to action, content organization, and more. Download now!

Social Shareable

Behind the scenes with a professional "purrtraitist"

Photographer Larry Johnson specializes in feline portraits, touring pet shows for glamour shots of carefully coiffed but occasionally skittish pets.

The Atlantic online (9/11)

The engineers building the next generation of helicopters for the President of the United States should be able to access YouTube to reference something.

United Technologies' Maureen Fitzgerald, as quoted by SocialMedia.org Blog

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.