An Ignoble Experiment: Former American Express exec selected as Twitter's CMO

Why Facebook is giving the "like" button the thumbs-down | GoPro, Twitter partner on Periscope live stream | Snapchat attracts big brands for Super Bowl Live Story

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

January 27, 2016

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The Big Story

Why Facebook is giving the "like" button the thumbs-down

(Brendan Smialowski/Getty Images)

Facebook product chief Chris Cox says the social network's iconic "like" button is a blunt tool that's too crude for the kinds of communication that Facebook hopes to facilitate. The company is preparing to roll out a replacement called Reactions to let people respond with a range of positive and negative emoticons derived from users' most common responses to shared content.

Bloomberg (1/27)

Social Media Marketing in 2016

Marketing is no longer based entirely on planned campaigns. The most effective strategies are now powered by real-time moments that require brands to be agile and creative on the spot. Download a checklist and planning guide for insights on using real-time marketing to reach your goals in 2016. Download Now

Connecting & Collaborating

GoPro, Twitter partner on Periscope live stream

Twitter and GoPro have partnered to enable live streaming on GoPro's action cameras using the Periscope video app. Only users with Apple iPhones will be able to create live streams, but the broadcasts will be able to be viewed on Twitter and Periscope with any device.

The Wall Street Journal (tiered subscription model) (1/26)

5 Tips for Setting Measurable Social Media Goals
Social media participation has become a must for businesses today. A survey by CMO in February 2012 revealed that marketers expect to spend almost 20% of their total budgets on social media in the next five years. However, determining return on investment (ROI) from social media initiatives is still a challenge. Get the tip sheet.

Marketer Moments

Snapchat attracts big brands for Super Bowl Live Story

(Lionel Bonaventure/Getty Images)

Snapchat has sold out its Super Bowl inventory, with Pepsi, Marriott, Amazon and Budweiser to run video ads during the Live Story for the event. Revenue generated from the ads totaled the "low seven figures," according to one source.

Digiday.com (1/26)

Think you know Millennials? Meet the parents.
Through interviews with 1,000 U.S. parents, we found what brands need to know about reaching Millennial Parents, who command $2 trillion in buying power globally. Think you know what they want? Test your knowledge today with this quiz!

Platform News

Former American Express exec selected as Twitter's CMO

(Anna Webber/Getty Images)

Twitter has named former American Express executive Leslie Berland as its chief marketing officer, and her first priority is to help consumers understand the platform's value. Operations chief Adam Bain said she was at the top of the company's "dream list of CMOs."

The Wall Street Journal (tiered subscription model) (1/26)

Facebook's Audience Network gets broader reach on mobile

Facebook's Audience Network has extended its sales support from mobile apps to include ads for mobile sites. A comScore study last year found that the mobile Web still dominates consumer smartphone usage.

The Wall Street Journal (tiered subscription model) (1/26), Adweek (1/26)

The Beginner's Guide to App Marketing
Move beyond downloads: learn how to engage, retain and convert your app users to increase loyalty and lifetime value, and drive app ROI with this introductory guide to app marketing. Plus: get real-world examples of app marketing campaigns that work! Download the Guide Here

Measurement Matters

Viacom, Canvs join to measure emotional reaction to social ads

Viacom has teamed with startup Canvs, which monitors social chatter and categorizes it into 56 groups, to gauge the emotional reaction of consumers to advertising. The categories include sentiments such as "awkward," "goosebumps," "trippy" and "guilty pleasure." "We have the first accurate measure of how people are feeling online," Canvs' Jared Feldman said.

Variety (1/25)

Introducing: The Four New Rules of Brand Influence
The landscape has shifted. People simply trust brands less and trust experts more when it comes to deciding what to buy. Discover how connecting with the right influencers and getting them talking about your brand builds relationships and trust, and strengthens influence. Download the eBook

Social Shareable

"Lazy" dog escapes from home, runs half marathon

A dog named Ludivine escaped her home in Elkmont, Ala., and ran a 13.1-mile half marathon. The dog, described by her owner as "actually really lazy," followed runners for the entire course, crossing the finish line, after the sixth-place finisher, despite stopping briefly to investigate a dead rabbit.

Runner's World online (1/22)

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.

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We roll things out very carefully. And that comes from a lot of lessons learned.

Facebook's Chris Cox, as quoted by Bloomberg

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.