An Ignoble Experiment: Why Instagram is offering users a way to forget

P&G turning from targeted ads in favor of mass marketing on Facebook | Capitalizing on the fact we love to laugh | NASA social media a branding lesson for B2B marketers

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

August 10, 2016

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The Big Story

P&G turning from targeted ads in favor of mass marketing on Facebook

The globe's biggest ad spender, Procter & Gamble, is cutting down on Facebook ads that target individual consumers, citing a lack of effectiveness. Chief Marketing Officer Marc Pritchard says that the company will not cut back on Facebook investment but that it realizes it "went too narrow."

The Wall Street Journal (tiered subscription model) (8/9)

Driving Trial With Consumable Commercials
78% of consumers admit to using a second device while watching TV, giving marketers the perfect opportunity to target multitasking consumers by extending the experience beyond the TV screen. Read how a major brand drove trial and loyalty through mobile coupons, delivered through TV commercials. Download the article.

Connecting & Collaborating

Capitalizing on the fact we love to laugh

Getting humor right can forge emotional connections with your fans, advises columnist Amie Marse. Start small, using subtle humor in your social media posts without pushing it too far, and you'll start forming strong bonds with your target audience.

Small Business Trends (8/9)

NASA social media a branding lesson for B2B marketers

(Nicholas Kamm/AFP/Getty Images)

NASA is an old hand at social media, selling inspiration, rather than products. The space agency maintains multiple social media accounts, with a focus on brand that business-to-business marketers can learn from, including conversational engagement.

HubSpot.com (8/9)

5 tips for making 1:1 Marketing work for you
Digital marketers strive to connect with consumers on a personal level, at scale. Ad Tech has focused on tailoring the media side of the equation, but now creative management platforms (CMPs) have made it possible to personalize digital creative too. Find out why CMPs are the key to 1:1 Marketing. Get the eBook >

Marketer Moments

Breaking through sexism toward female athletes

Dove's #MyBeautyMySay campaign uses sexist remarks the media has used to label female athletes and asks fans to respond to the people and outlets that originally published the comments.

eConsultancy.com (8/9)

Lin-Manuel Miranda, The Rock take over Disney's Instagram

Disney Animation tapped Lin-Manuel Miranda to temporarily take control of its Instagram account to sing classic songs from Disney films such as "The Little Mermaid" and "Beauty and the Beast." He was joined by Dwayne "The Rock" Johnson to promote Disney's upcoming film "Moana."

Advertising Age (free-article access for SmartBrief readers) (8/8)

HOW DOES A 760% INCREASE IN EMAIL REVENUE SOUND?
Sounds pretty good, right? Segmentation is the key to driving those kinds of big results. In fact, it's so important that we've created this Segmentation Toolkit packed full of tips from the experts and examples from super smart brands to help you create a more targeted email strategy. Dig in!

Platform News

Why Instagram is offering users a way to forget

Instagram Stories looks a lot like Snapchat, offering image and video slideshows that vanish after 24 hours. That could make it harder for Snapchat to erode Instagram's user base but could introduce more people to forgettable-by-design content.

The New Yorker (tiered subscription model) (8/5), TechCrunch (8/9)

Northwestern University's MS in Information Design and Strategy
Earn your MS in Information Design and Strategy online from Northwestern University and learn how to blend digital skills like information architecture and experience design with branding and messaging, translate data into compelling visual forms and narratives, and understand how research and analytics can drive communication strategies and tactics. Download the Program Brochure

Measurement Matters

What data reveal about @realDonaldTrump

Donald Trump's campaign messaging relies heavily on tweets penned by the billionaire, but an analysis suggests a significant portion of his tweets are written by someone else. Metadata and textual analytics suggest two devices -- one iOS, one Android -- are used, with the Android user responsible for the most aggressive and controversial tweets.

The Atlantic online (8/10)

Interactive Toolkit: Marketing Metrics that Matter
In this interactive download, AdRoll President & CMO Adam Berke provides a toolkit for today's data-driven marketer. With it, you'll learn how to demystify ROI conversations and expertly navigate the intricacies of marketing budgets. Download now

Social Shareable

What's the real reason for #PhelpsFace?

Swimmer Michael Phelps won his 21st gold medal Tuesday, but Twitter users have been more interested in a sulky face he made the day before. Some suggest Phelps made the face because he had run out of milk for cereal, while others say he had tweeted a typo.

USA Today (8/9)

Igloo helps HR keep the best talent
You need the best tools to hire top talent, get them on board, and let them flourish. Find out how Igloo can help you at every step, all while keeping people engaged and your information secure.

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The point of even giving your brand a voice is to humanize your company. A personal way of conversing as a brand allows you to participate in conversations naturally with followers.

Valerie Levin, writing for HubSpot

Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.