An Ignoble Experiment: Why brands are being accused of "slacktivism"

Why brands are being accused of "slacktivism" | Opinion: 3 tips for influencer marketing success | How to measure social success via engagement rates

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

July 20, 2020

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The Big Story

Why brands are being accused of "slacktivism"

Consumers are calling out brands on social for what they perceive as fake support of causes with the term "slacktivism," and Know Your Meme's Don Caldwell explores several trends during 2020's various crises that have contributed to the accusation. He explains why some logo redesigns during the pandemic were seen as slacktivism and how Black Lives Matter support became satirical memes, and he warns marketers to replace empty gestures with meaningful action.

Full Story: Adweek (tiered subscription model) (7/17)

	The word's out: partnerships are bigger than paid search The partnership channel quietly overtook paid search as the primary revenue driver at many organizations, contributing 30+% to overall company revenue. Learn how in this data-rich look at the upward trajectory of partnerships as a revenue engine. Get the report

Connecting & Collaborating

Opinion: 3 tips for influencer marketing success

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SheSpeaks CEO Aliza Freud offers three influencer marketing tips, including enabling influencers to create their own messaging that will resonate with their audiences. She advises marketers to partner with influencers who have high engagement rates and recommends content with clear calls to action.

Full Story: Forbes (7/17)

How to measure social success via engagement rates

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RW Digital's Ray Wang advises marketers to monitor engagement rates to measure social marketing success and outlines how to use in-built analytics tools using Facebook as an example. He recommends marketers use industry benchmarks to gauge their performance and explains how healthy engagement rates boost organic reach across social.

Full Story: Business 2 Community (7/17)

Sponsored content from Twitter

Five best practices for virtual watch parties

In times of isolation, people turn to video for moments of levity and inspiration. Smart brands can help by hosting Twitter watch parties for a show's biggest fans. These five best practices can help you throw a party truly worth watching. Check it out.

How Salesforce launched a virtual content series.

Salesforce is bringing brands and business leaders together virtually with #LeadingThroughChange, a new weekly content series live-streamed on Twitter. Learn more about how the company has adapted its live event strategy to the new normal.

Marketer Moments

Michelob Ultra invites social to enter #UltraBuckCalls

Michelob Ultra is running an #UltraBuckCalls competition on Twitter, Instagram and Facebook with Fox Sports announcer Joe Buck that invites fans to share videos of quarantine sporting moments with their own calls. Buck will record commentary for his four favorites, and the videos will be shared on the social channels of Michelob Ultra, Fox Sports and People Are Awesome.

Full Story: Adweek (tiered subscription model) (7/17)

Trident creates Instagram contest with AR hip-hop filter

(PRNewsfoto/Mondelēz International)

Trident Gum launched a "#ChewTunes" Instagram campaign with hip-hop star T-Pain that enables users to scan a QR code on special packs to unlock an augmented reality filter and mix their own beats. Every video shared using the filter and campaign hashtags will be entered into a sweepstakes to win a cash prize of $10,500 or a free trip to the Grammys.

Full Story: Mobile Marketer (7/17)

Platform News

Is TikTok worth the bet amid potential ban?

Brands shouldn't let the potential ban of TikTok deter them from using the social platform as the app is still ripe for building awareness and sales and establishing a foothold if it does remain open to US users, writes Markerly's Justin Kline. He also contends the platform is a cost-effective alternative to Facebook for boycotting brands and notes, "If TikTok is banned, those same risk-taking brands won't waste time following their customers and their wallets to another platform."

Full Story: Fortune (tiered subscription model) (7/17)

Measurement Matters

Research: 51% of marketers use social listening

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Gartner research found 62% of marketing leaders are getting information about consumer sentiment and needs during the pandemic from third-party companies, and 51% are using social listening. "Social listening is the canary in the coal mine. It is where you're going to first pick up on themes that you really do need to pay attention to," says CommonSpirit Health's Mark Viden.

Full Story: eMarketer (7/16)

Study: Americans want brands to address racism

(Maddie Meyer/Getty Images)

Piplsay research reveals 65% of Americans believe brands should take an anti-racism stance and 46% think that real change could be the result of such action. Some 61% of respondents aren't sure whether changing racist brand mascots will make a difference, with 31% saying it's more important for brands to eliminate internal systemic racism.

Full Story: Marketing Dive (7/17)

Social Shareable

Bill Nye uses science to address racism on TikTok

Nye (Joe Scarnici/Getty Images)

Bill Nye has gone viral with a TikTok video that tackles racism by explaining why people have different skin colors due to regional differences in ultraviolet light."[W]e're all one species. But we're not treating each other fairly. ... it's time to change things," he says.

Full Story: ET Canada (7/19)

Editor's Note

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