An Ignoble Experiment: Digitas' James Whatley offers advice to social marketers

Digitas' James Whatley offers advice to social marketers | How to elevate content strategy with a scorecard | Industry pros share their thoughts on TikTok

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

August 6, 2020

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The Big Story

Digitas' James Whatley offers advice to social marketers

(Pixabay)

Digitas UK's James Whatley talks in this video interview about building social audiences and how brands should choose when to get involved in social movements. He advises marketers what do in the event of a social backlash, discusses why mistakes on social are indicative of a wider problem within brands and recommends his must-follow Twitter account for marketers.

Full Story: The Drum (free registration) (8/6)

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Connecting & Collaborating

How to elevate content strategy with a scorecard

Capgemini's Bibhakar Pandey explains why marketers should use a content scorecard to inform strategy and create "compelling, connected content that grabs the individual visitor and seamlessly leads them from acquisition to conversion to purchase." He describes what marketers should monitor as part of their scorecard, including the most popular forms of content and creative, who is consuming content and the best-performing channels.

Full Story: AdExchanger (8/4)

Industry pros share their thoughts on TikTok

Industry insiders share their thoughts on how controversy surrounding TikTok and a possible purchase by Microsoft could affect advertisers. Wunderman Thompson's Justin Peyton predicts a Microsoft acquisition will restore US confidence so "making a long-term investment into the platform will be seen as something that can offer lasting value," adding, "I would expect brands to increase their efforts."

Full Story: Campaign US (tiered subscription model) (8/4)

How to make sure Facebook ads reach your audience

To make the most of Facebook advertising, be specific in which consumers you are trying to reach and use data to find them, says Kristopher Jones, founder of LSEO. He offers five Facebook advertising tips in total, including continually tweaking your ads and employing A/B testing to see which ads resonate with consumers.

Full Story: Forbes (8/5)

	Report: The 13 TCMA Providers That Matter Most Selecting the best through-channel marketing automation solution for your business is not an easy task. In this report, Forrester Research breaks down the capabilities that enable complex cross-channel engagement strategies, based on an evaluation of the most significant TCMA vendors against 24 key criteria. Read Now

Marketer Moments

Anheuser-Busch goes virtual for International Beer Day

Anheuser-Busch is celebrating International Beer Day on Friday with a virtual beer festival on Twitter, Instagram, YouTube and Facebook that will feature behind-the-scenes glimpses of its brewing processes and cocktail lessons from mixologists with actress Priyanka Chopra Jonas. A craft beer virtual tasting session will be hosted by Action Bronson, celebrity chefs will conduct virtual cooking lessons and artists including Jason Derulo and Prince Royce will give live performances.

Full Story: Mobile Marketer (8/4)

Influencer Marketing in 2020

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Platform News

Facebook launches TikTok competitor Instagram Reels

(Facebook)

Facebook has launched Instagram Reels, which is similar to TikTok, in 50 countries -- but not just in response to President Donald Trump's push to ban TikTok in the US. Facebook had launched several attempts at the short-form video format in recent years, and although these failed to take off, they provided user data that was used to create Reels.

Full Story: TechCrunch (tiered subscription model) (8/5), CNET (8/5), Vox (8/5)

Measurement Matters

Twitter shares insights about its rising gaming tweets

(Pixabay)

Twitter released insights about gamer culture on its platform, including a tidbit that more than 1 billion tweets were posted about gaming during 2020's first six months, up 71% year-over-year. The insights include that American users are the second-most active in the world in tweeting about gaming, "Animal Crossing" is the game that spurred the most tweets, and Twitter also noted the rising popularity of esports teams.

Full Story: Social Media Today (8/5)

Social Shareable

Penguins browse their own likeness in gift shop

A video tweeted by Shedd Aquarium that shows two penguins browsing in its gift shop has attracted more than 42,500 views. The clip shows the pair fascinated by the cuddly penguin toy section.

Full Story: India Today (8/6)

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The more strategic approach is creating compelling, connected content that grabs the individual visitor and seamlessly leads them from acquisition to conversion to purchase.

Bibhakar Pandey, vice president of customer experience and marketing services at Capgemini, writing for AdExchanger