An Ignoble Experiment: Nordstrom, Hollister get high marks for social media engagement

Facebook's big vision that ads will be better than no ads | Brands endure glitches to achieve authenticity on Periscope | "S-E-R-V-I-C-E" is the key to better content

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

November 30, 2015

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The Big Story

Facebook's big vision that ads will be better than no ads

Facebook intends to make the ads displayed on its News Feed so useful to consumers and so appealingly designed that consumers would opt for them over an ad-free service. "We're all consumers. We buy things. We want to know about things like deals. We've all seen advertising that has been inspiring and entertaining and useful. And that should be the bar for how we build a great ads product," Facebook's Julie Zhou said.

Business Insider (11/28)

Down with Half-Blind Attribution Models
Today so many attribution models are built without a complete picture, so they 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, it needs to get fixed

Connecting & Collaborating

Brands endure glitches to achieve authenticity on Periscope

The possibility of enduring embarrassing interruptions and glitches when live-streaming content on Twitter's Periscope hasn't scared away brand marketers. The productions are seen as more authentic than slickly produced content, holding greater appeal for millennials in particular.

Reuters (11/25)

"S-E-R-V-I-C-E" is the key to better content

Good content should be a service, or rather a "S-E-R-V-I-C-E," writes Renegade's Drew Neisser. That means it should be sharable, educational, relevant, vivacious, integrated across teams and channels, connecting and employee-driven.

SmartBrief/SmartBlog on Social Media (11/30)

Don't treat consumers like faceless statistics

We're living in a "million-billion" world, with tweets and online engagement galore, but the only way to succeed is to treat consumers as individuals with meaningful views and interests, writes Ali Mese. "Instead of trying to attract more eyeballs in an unquenchable thirst for never-ending growth, we need to pause and learn to engage the audience we already have," he writes.

Medium (11/23)

Custom/Branded Email Marketing Platform: Boost Your Bottom Line
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Most Read by Marketing Decision Makers

Kittens flood Twitter as Brussels faces terrorism threat The New York Times (free-article access for SmartBrief readers)

Food videos are Facebook "thumb-stoppers" The Wall Street Journal (tiered subscription model)

Why social media outrage tends to be fleeting Knowledge@Wharton

Is Snapchat the key to winning over young voters? Politico

A nontraditional marathon LancasterOnline (Pa.)

The Sophisticated Marketer's Guide to LinkedIn
The one-stop shop for everything a sophisticated marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team. Get the guide!

Marketer Moments

Apple's Beats shells out for sponsored Snapchat Lens

Apple Said To Be In Talks To Purchase Beats Headphones Company

(Andrew Burton/Getty Images)

Apple's Beats touted its "Don't Blow It -- Get Beats" holiday push on Black Friday with a 24-hour sponsored Snapchat Lens, the first from a consumer product brand. Consumers could take a selfie, tap on the screen and then watch their faces come to life while Drake's "Big Rings" played in the background. A sponsored Snapchat Lens can cost brands between $500,000 and $750,000, Re/code reported.

Business Insider (11/27)

Platform News

Pinterest pushes traffic to eye-pleasing e-commerce sites

Sites selling visually appealing products including Kleinfeld Bridal, Pottery Barn, Etsy and home decor retailer Dot & Bo are seeing a surge in traffic from image-driven social site Pinterest, according to SimilarWeb. "[T]here's a type of user on Pinterest, it attracts a certain type of person, and these companies know there is an overlap with their audience," said Ari Rosenstein, SimilarWeb's senior director for corporate marketing.

The Wall Street Journal (tiered subscription model) (11/25)

Measurement Matters

Nordstrom, Hollister get high marks for social media engagement

(Tim Boyle/Getty Images)

Macy's, Nordstrom and Hollister had the highest eValue ratings on Twitter, Facebook and Instagram respectively, according to Engagement Labs. Meanwhile, Costco, Amazon and Kroger were ranked the highest for word-of-mouth sentiment.

Adweek (11/25)

Social Shareable

Egyptologists on the trail of King Tut's roommate

Egyptian researchers say there's a 90% chance King Tutankhamun's tomb contains hidden chambers, one of which could be the final resting place of Queen Nefertiti. The theory stems from high-resolution imaging of Tut's burial chamber, which revealed faint lines suggesting secret passageways.

The Guardian (London) (11/28)

We want to one day show you a News Feed that doesn't have ads and show you one that does have ads and have everyone say, 'The News Feed with ads was better.'

Facebook's Julie Zhou, as quoted by Business Insider

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.