An Ignoble Experiment: How beta users are tapping the power of LinkedIn Live

Why Tony Hsieh was like the Willy Wonka of shoes | Influencers give the lowdown on holiday marketing | How beta users are tapping the power of LinkedIn Live

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

November 30, 2020

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The Big Story

Why Tony Hsieh was like the Willy Wonka of shoes

Hsieh (Frederic J. Brown/AFP/Getty Images)

The genius of Zappos founder Tony Hsieh, who died last week, was his ability to create a culture that cared for employees and customers, writes friend Sarah Lacy. She compares Hseih to Willy Wonka for his inventiveness, camaraderie and because he "lived to surprise and delight people at every turn."

Full Story: LinkedIn (11/28)

	Lead with your heart People feel first and think second. So if customers associate your brand with positive emotions, they are more likely to trust you, purchase from you, and forgive you if anything goes wrong. Ready to connect with your customers on an emotional level? Get your ebook

Connecting & Collaborating

Influencers give the lowdown on holiday marketing

(Pixabay)

Influencers share insights on holiday marketing, including frustration that brands are expecting to pay less during the pandemic, a growth in partnerships with local businesses, interest from consumers in luxury products and a focus on comforting content. "Influencers are focused on creating content that reminds us all of holiday traditions that bring a feeling of warmth and fond memories," writes Kathleen Al-Marhoon, head of Bailey Lauerman Public Relations.

Full Story: SmartBrief/Marketing (11/27)

How beta users are tapping the power of LinkedIn Live

LinkedIn is testing LinkedIn Live with select influencers, including Ahmad Imam, co-host of "Level Up TV." Imam offers three ways brands can use the feature.

Discuss trends to showcase thought leadership.
Demonstrate expertise by offering help and advice.
Announce and discuss products and partnerships.

Full Story: Forbes (tiered subscription model) (11/26)

Boost Tiktok engagement with 4 types of content

(Pixabay)

Brands can enhance their TikTok efforts by focusing on educational, livestreaming and business content, and trying to duplicate popular videos and trends, suggests branding and video marketing expert Keenya Kelly. In this podcast, she also offers tip on video length, hashtags and calls to action.

Full Story: Social Media Examiner (11/27)

	Navigate the new streaming normal As audiences turn away from linear viewing towards SVOD and AVOD streaming platforms, media and entertainment businesses must respond effectively and adapt to thrive. Explore trends that are driving this structural transformation and find out how the cloud can help you accelerate the transition. Get the white paper.

Sponsored content from Twitter

5 insights from the football talk on Twitter

NFL action is as exciting as ever. So, how are fans adjusting their game days? And what's in it for marketers? Read the latest Twitter Conversation Report to learn what brands need to know.

How Burger King won the conversation on Twitter

Burger King's launch of its #CowsMenu sustainability campaign was a huge hit on Twitter, where 55% of people look to buy from companies that are environmentally responsible. See how the fast food giant's uniquely creative campaign got people talking and drove a 5X increase in brand mentions.

Marketer Moments

Odysseus Arms, Toggle spotlight holiday cooking disasters

Odysseus Arms' social media campaign for Toggle featured user-generated clips of holiday cooking fails and invited people to share their own posts on Twitter, Instagram and Facebook using #ToggleTurkey in return for a $10 Amazon gift card. The renter insurance brand is responding to posts with copy including, "Like your mom always said, all that matters is you tried your best. And Toggle renters insurance protects you from your worst."

Full Story: MediaPost Communications (11/25)

	2021 Campaign Planning Templates Use this comprehensive slide deck to get your marketing campaigns launched faster and in a more meaningful way. These detailed Campaign Planning Templates will help you to create your campaign essentials, map your content plans, track and summarize your campaign success and activate key stakeholders. Download The Templates.

Platform News

Spotify testing stories

Twitter user TmarTn discovered that Spotify is testing its own version of stories with the launch of The Christmas Hits story featuring videos from artists spotlighted on the list, including Kelly Clarkson and Jennifer Lopez. Spotify routinely conducts tests with some "paving the path for our broader user experience," said a spokesperson in a statement.

Full Story: Engadget (11/27), Android Police (11/28)

ByteDance gets another extension to sell TikTok
PC Magazine (11/29)

Some brands suffer from Facebook's automated content moderation
BNN Bloomberg (Canada) (11/27)

	6 Brands Targeting Female Audiences on Digital Which brands target women in their social advertising? We took a deep dive into Facebook digital data to uncover the advertisers targeting female audiences in 2019 and 2020. Read more.

Measurement Matters

Social plays solid role in consumer gift shopping

While US consumers typically see holiday promotions on TV (52%), their next "channel of choice" in terms of recall is Facebook (45%), followed by YouTube (39%) and Instagram (28%). Most Americans (57%) intend to buy holiday gifts through social media ads or marketplaces with men having notably higher intentions than women.

Full Story: MediaPost Communications (11/25)

How brands should embrace the new normal
This year has been the year of the pivot for brands as the pandemic has reshaped consumer behaviors and the customer journey, most likely permanently. Marketers need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch SmartBrief and marketing and retail industry experts explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.

Social Shareable

Dad goes viral with messages to daughter via Ring camera

A Facebook video posted by Ring that shows a dad using his home security camera to send daily messages to his daughter who just left home has attracted more than 13,000 views. "Hannah may have moved away from home, but that didn't stop her dad from showing his love every day," says the copy accompanying the clip.

Full Story: The Indian Express (India) (11/30)

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Open, honest communication is the best foundation for any relationship, but remember that at the end of the day it's not what you say or what you do, but how you make people feel that matters the most.

Tony Hsieh,
entrepreneur, former CEO of Zappos
1973-2020