An Ignoble Experiment: Forsman & Bodenfors CEO: Listen to customers' emotions

Report: Trust, reliance in top social platforms waning | Create positive B2B relationships with empathy | Opinion: Think beyond your brand for TikTok marketing

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

July 1, 2020

CONNECT WITH SMARTBRIEF

The Big Story

Report: Trust, reliance in top social platforms waning

(Pixabay)

A recent study conducted by OpenX and The Harris Poll points to shifting consumer sentiment regarding social platforms. The study found 61% of respondents first use the open web to discover "high-quality content," while 31% first turn to major platforms like Facebook, Instagram and YouTube. Compared to last year, 31% say they use Facebook less, while 26% say they'll decrease their Facebook time going forward.

Full Story: The Drum (free registration) (6/30)

Connecting & Collaborating

Create positive B2B relationships with empathy

Empathy is the answer to creating messaging and experiences that deliver customer value and emotional connections, and has the added bonus of inspiring brand advocacy, Marketing Insider Group CEO Michael Brenner writes. He explains how to forge relationships with business-to-business customers based on empathy via thought leadership, authenticity and approachable, relatable social content.

Full Story: MarketingProfs (free registration) (6/30)

Opinion: Think beyond your brand for TikTok marketing

Marketers who want to engage with a slice of TikTok's 800 million users worldwide should think beyond branded account creation, writes BEN CEO Ricky Ray Butler. He suggests brands "weave themselves into existing communities and conversations" via influencer partnerships and challenges and by "sponsoring content houses."

Full Story: Ad Age (tiered subscription model) (6/30)

Forsman & Bodenfors CEO: Listen to customers' emotions

Forsman & Bodenfors' Guy Hayward explores how agencies and brands can navigate the charged emotional atmosphere created by the pandemic and protests. "Ultimately, it's a matter of tuning in to customers and, often, reading between the lines to understand how they really feel," he writes.

Full Story: Campaign US (tiered subscription model) (6/29)

Marketer Moments

Interesting Development, Vita Coco open Insta Bodega

Vita Coco, with Interesting Development, created an online Insta Bodega pop-up where consumers can buy bodega-inspired items such as a hangover kit, T-shirts and a fidget spinner. The brand is donating a bacon, egg and cheese bodega sandwich to New York health care workers for every purchase from the pop-up, which is being promoted via Vita Coco's website and Instagram account.

Full Story: Ad Age (tiered subscription model) (6/30)

Bud Light launches unisex fashion with Midwest Kids

Bud Light launched a limited-edition gender-neutral streetwear line of clothing in collaboration with Midwest Kids fashion designer Darryl Brown. A "#MIDWESTBREWED" campaign created with The Binary Group is promoting the collection on social media, and the effort is aimed at connecting with a young audience while boosting Budweiser's e-commerce business.

Full Story: Marketing Dive (6/30)

Sponsored content from 1440 Media

News without all the B.S.Check out 1440 – The fastest way to an impartial point-of-view. The team at 1440 scours over 100+ sources so you don't have to. Culture, science, sports, politics, business and everything in between - in a 5-minute read each morning, 100% free. Sign up now!

Platform News

Facebook's attempt to reverse ad boycott falls short

(Justin Sullivan/Getty Images)

Tuesday meetings between Facebook executives and marketers seems to have had little effect in stemming an ad boycott among more than 400 brands, which were promoted by US civil rights groups' "Stop Hate for Profit" campaign, write Reuters' Sheila Dang and Katie Paul. Some marketers say tensions have been mounting with the Cambridge Analytica scandal and admitted overestimated metrics, while Facebook executives contend they've taken steps to remediate past platform issues, write The Wall Street Journal's Sahil Patel and Nat Ives.

Full Story: Reuters (7/1), The Wall Street Journal (tiered subscription model) (6/30)

Social Shareable

Laughing foxes Dixie, Vixie and Finnegan delight social

A video originally shared by nonprofit Save a Fox on YouTube that attracted 10.1 million views has gained traction on Twitter with another 9.3 million views. The clip shows three foxes -- Dixie, Vixie and Finnegan -- actually laughing as they are tickled by their handler.

Full Story: NDTV (India) (7/1)

Sharing SmartBrief on Social Business with your network keeps the quality of content high and these newsletters free.

Help Spread the Word

Or copy & share your personalized link:

smartbrief.com/socialbusiness/?referrerId=eAoynhEdSv

TikTok presents an opportunity for brands to start anew and forge stronger relationships with young audiences. But to succeed, they must balance the company's identity with platform trends.

Ricky Ray Butler, CEO of BEN, writing for Ad Age