An Ignoble Experiment: How to truly measure social marketing

How the "teatox" industry has taken over Instagram | Brands mine consumer insights by paying for selfies | Twitter campaign asks Disney for a lesbian princess

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

May 9, 2016

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The Big Story

How the "teatox" industry has taken over Instagram

(Lionel Bonaventure/AFP/Getty Images)

Detoxifying tea is taking Instagram by storm, with companies spending up to $250,000 on endorsements from celebrities. At the other end of the spectrum, many Instagram users post "teatox" shots for free, apparently in the hope of gaining marketers' attention. "It's a race to scale," says Thomas Rankin, CEO of Dash Hudson. "We are waiting to see who will spend the most money on influencers so they can become the No. 1 tea."

Racked.com (4/27)

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Connecting & Collaborating

Brands mine consumer insights by paying for selfies

Brands like Crest are using a company called Pay Your Selfie to reimburse consumers for taking selfies, and in return using the images to gather consumer insights. Crest assigns tasks to consumers via the app, such as taking a picture "while brushing your teeth with your favorite Crest product." Those who participate receive between 20 cents and a dollar.

The New York Times (free-article access for SmartBrief readers) (5/7)

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Most Read by Marketing Decision Makers

Twitter campaign asks Disney for a lesbian princess The Washington Post (tiered subscription model)

Princeton professor flaunts his failures United Press International

Periscope CEO shrugs off Facebook threat USA Today

Facebook offers greatest ROI, social marketers say eMarketer

Video becomes key to Twitter's revenue strategy The Wall Street Journal (tiered subscription model)

Nielsen is Helping Advertisers Spend More Efficiently
In today's rapidly evolving media environment, launching an effective campaign can seem like a mystery. Advertisers aren't sure where and how to reach their audience, which means that many messages are getting lost. Nielsen has just released a new infographic on how to track down ad dollars that go missing. Crack The Case.

Marketer Moments

Coca-Cola taps Snapchat for movie-linked promotion

Coca-Cola tapped "Captain America: Civil War" and two key influencers on Snapchat for a promotion centered on the Marvel film's debut over the weekend. Fans were encouraged to declare their allegiance to either Iron Man or Captain America as part of the promotion for Coca-Cola products that included special fan screenings.

Mobile Marketer (5/9)

Don't be a control freak
That's one of the collaboration tips shared with us when we asked 10 creative professionals to share their ideas for improving the creative process and creating better work. Check out all ten tips now.

Platform News

LinkedIn reportedly wants to be hub for business news

LinkedIn is reportedly exploring opportunities with publishers to launch a feature that would compete with Facebook's Instant Articles. The partnership would strengthen LinkedIn's focus on business news.

The Drum (Glasgow, Scotland) (5/9), MediaPost Communications/Mobile Marketing Daily (5/6)

YouTube sees big growth in viewers, advertisers

YouTube reaches more people in the 18- to 49-year-old demographic than broadcast or cable, per Nielsen data. The digital video advertising market is expected to grow 28.5% to hit $9.84 billion, and $2 billion will go to YouTube alone, eMarketer said.

Los Angeles Times (tiered subscription model) (5/5)

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Measurement Matters

How to truly measure social marketing

Brands should be careful of measuring social marketing based on a cost-per-lead model, as 87% of leads generated on LinkedIn don't convert, the platform reports. Marketers should instead measure success based on return on relationships and the revenue generated from them, Kristina Jaramillo writes.

CustomerThink (5/8)

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Social Shareable

Every cloud is its own silver lining, aficionados say

British author Gavin Pretor-Pinney founded the Cloud Appreciation Society as a joke. Within weeks, he had thousands of paying members logging on to his website to share photos and chat about their shared love of clouds. The group has been busy in its decade-plus of existence, lobbying the World Meteorological Society to add a new cloud type and holding its first in-person conference last September.

The New York Times (free-article access for SmartBrief readers) (5/4)

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It's like automated voyeurism.

Jean McLaren, president of Marc USA, regarding Pay Your Selfie, as quoted by The New York Times

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.