Segmentation is key to engaging your audience

Who will win Super Bowl's social battle? | How Giphy turned animated GIFs into big business | Segmentation is key to engaging your audience Created for ignoble.experiment@arconati.us |  Web Version ADVERTISEMENT February 1, 2016 CONNECT WITH SMARTBRIEF          SIGN UP ⋅   FORWARD The Big Story Who will win Super Bowl's social battle? (Frederick M. Brown/Getty Images) Facebook, Snapchat, Instagram and Google are looking to end Twitter's domination of Super Bowl social advertising. Snapchat's Live Story will feature advertisers Budweiser and PepsiCo, and Google's Real-Time Ads enable marketers to immediately run ads at specific times during the event. Adweek (1/31)         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 ADVERTISEMENT Connecting & Collaborating How Giphy turned animated GIFs into big business GIF search engine Giphy is one of the Web's hottest new properties, with 95 million monthly unique visitors last year. Chief Operating Officer Adam Leibsohn says they've got a clear path to monetization by allowing advertisers to target users based on the images they're sharing on Facebook and Twitter. Bloomberg (1/28)       Segmentation is key to engaging your audience Social media is a big opportunity, but making the most of that opportunity requires marketers to segment their audiences into manageable subgroups, writes Meaghan Alvarado. "Once you define your target audience in this way, you can develop strategies and tactics to engage each segment of your audience, rather than creating generic content, shotgun style, for a random audience," she writes. SmartBrief/SmartBlog on Social Media (2/1)       Access $2 Trillion in two words- Millennial Parents Is your brand evolving with Millennials? Through interviews with 1,000 U.S. parents, this report outlines what brands need to know about reaching Millennial Parents, who command $2 trillion in buying power globally. Get the report today. ADVERTISEMENT Most Read by Marketing Decision Makers Coke campaign goes viral for all the wrong reasons    Digiday.com  Hyatt uses Facebook Messenger for customer service    Wired.com  Why the future is digital storytelling    Adweek  Why Facebook is giving the "like" button the thumbs-down    Bloomberg  Why brands should put engagement before reach    National Public Radio  Online MS in Business Analytics, Ranked #3 by U.S. News Advance your career and deepen your quantitative and analytical skills while you continue to work. The Online MS-BA from Arizona State University's W. P. Carey School of Business is ranked #3 in the nation by U.S. News & World Report. In only 16 months, learn to derive value from data to create a business advantage across markets and industries — 100% online. ADVERTISEMENT Marketer Moments Nike adds YouTube series to campaign The show's trailer (NikeWomen/YouTube) Nike is releasing an eight-episode scripted show as the latest piece of its "Better For It" campaign. The YouTube series follows two sisters who enter into a fitness-based competition, and while Nike is present, the advertising is subtle. Adweek (1/28)         PepsiCo CMOs talk Super Bowl 50 strategy (Joe Raedle/Getty Images) PepsiCo's Seth Kaufman and Frito-Lay's Ram Krishnan talk about PepsiCo's Super Bowl 50 strategy and why the company is spending 40% of its big-game budget on digital to enable conversations with consumers. "Twitter is always the platform of choice during a live event. Last year the Super Bowl [generated] 29 million tweets, but I don't think we'll stop at one platform," Krishnan said. Adweek (1/29)         Are you ready for retirement? Make planning for retirement easier — sign up for Retirement Security SmartBrief, a daily snapshot of retirement related news and insights hand-picked and summarized by expert editors. Stay updated on the latest tips, market trends and information you need to plan for your future. Get retirement planning insights now. ADVERTISEMENT Platform News Two-thirds of consumers use Facebook as social login Facebook accounts for 62% of social logins made by consumers to sign into the apps and websites of publishers and brands, Gigya reports. Nearly a quarter of consumers use Google logins, 7% use Twitter details and 4% use Yahoo. Google and Facebook are offered as options almost all of the time, whereas Twitter is only presented as a choice 72% of the time, and Yahoo just 35% of the time. Advertising Age (free access for SmartBrief readers) (1/28)       Measurement Matters Make social media ROI more meaningful Identifying the return-on-investment on social media campaigns means taking a thoughtful approach that uses metrics designed to capture information about the kind of value that matters most to your business, writes Andre Steenekamp. "Returns such as earning consumer trust, opening a channel for conversation, and improving your customer experience can be differentiators for your brand, as challenging as they might be to quantify," Steenekamp writes. Memeburn (2/1)       Social Shareable Trees are the original social network (Sean M. Haffey/Getty Images) Trees are social beings that nurture one another, send meaningful signals via a fungus-based network known as the "Wood Wide Web," and even keep the stumps of felled neighbors alive by feeding them sugary solutions through their roots. The New York Times (free-article access for SmartBrief readers) (1/29)         JOBS powered by Culinary Support Specialist (Managing Chef) PENNSYLVANIA STATE UNIVERSITY - University Park, PA View More Listings | Post a Job To measure success, look at who is talking about you, what they have to say about your content, and what sort of actions they are taking. Andre Steenekamp, writing at Memeburn        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.   Sign Up SmartBrief offers 200+ newsletters Advertise Learn more about the SmartBrief audience Subscriber Tools: Manage Subscriptions Unsubscribe Send Feedback Archive Search Contact Us: Advertising  -  Dena Malouf Jobs Contact  -  jobhelp@smartbrief.com Editor  -  Ambreen Ali Contributing Editor  -  Ben Whitford Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2016 SmartBrief, Inc.® Privacy policy |  Legal Information