An Ignoble Experiment: Reduce viral risks with simple social governance measures

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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January 6, 2021

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The Big Story

Reduce viral risks with simple social governance measures

A recent tweet sent by a Walmart employee via the corporation's Twitter account about the Electoral College demonstrates the need for social governance best practices, writes ACH Communications' Arik Hanson. Businesses can reduce potential viral risks by limiting and regularly reviewing and updating account access, and using only social media tools, rather than the native platforms, to publish and respond.

Full Story: ACH Communications (Arik Hanson) (1/5)

	Brace yourself for a tsunami of disinformation With the arrival of COVID-19 vaccines, instigators have already created widespread uncertainty about the vaccines-and are now targeting the pharma brands behind them. Read our Special Report to learn about their agendas & false narratives, serious compliance concerns, and more. READ HERE

Connecting & Collaborating

6 ways to get more bang for Facebook marketing buck

(Pixabay)

Digital marketers can maximize their Facebook ad budgets this year by modeling promotions to resemble news feed posts, avoiding stuffy language and crafting messaging that's akin to a demographic group's usual text tone, suggests Tara Zirker, founder of Successful Ads Club. Other techniques include using short video, authentic images and experimenting with promotional copy length, emojis, and Reels-like content.

Full Story: Social Media Examiner (1/4)

Livestreams with influencer content among top 2021 trends

The recent rise in e-commerce, social media engagement and video conferencing forced brands to reexamine how they connect with consumers during 2020 and will drive 2021 trends, writes Jose Angelo Gallegos. His predictions include more livestreams with influencer content, brands will become more purpose-driven and will lean on user-generated content to forge relationships and strengthen communities.

Full Story: Social Media Today (1/5)

How to embrace the new normal in 2021
2020 was the year of the pivot for brands, as the pandemic reshaped consumer behaviors and the customer journey (most likely permanently). In 2021, brands need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch this on-demand webinar where SmartBrief and industry experts discuss how the retail marketing landscape has changed and how to plan for success in 2021.

Marketer Moments

KFC creates chicken-warming gaming console

(Yum!)

KFC went viral in June with a tweet teasing a video game console that has an built-in mechanism to keep chicken hot for gamers, and the brand has actually created the KFConsole in partnership with Cooler Master. The brand revealed the device via its KFC Gaming Twitter account and is asking fans to stay tuned for availability news.

Full Story: Marketing Dive (1/5)

White Claw expands reach, engagement with Twitch

(Christopher Lane/Getty Images)

White Claw overcame the void of physical experiential marketing by hosting its White Claw Winter Games on Twitch, which enabled viewers in Boston, Philadelphia and Miami to use an interactive claw to win prizes that were delivered to hundreds of individuals within 30 minutes. John Shea, CMO of White Claw owner Mark Anthony Brands, said the experiment was a novel way to reach its target audience and boost its newer e-commerce sales initiatives.

Full Story: Modern Retail (tiered subscription model) (1/5)

6 Ways to Run a More Profitable Business
When revenue exceeds expenses, your business is lucrative. It sounds simple enough, but as any business leader knows, the current economy has many finance pros eyeing their financials to see if profitability goals are really being met. Dig into 6 profit-building strategies to meet and exceed your company's profitability goals this year and beyond. Get the guide

Sponsored content from Twitter

Twitter reveals 2020's most creative brands

Twitter reveals the top 10 most creative brands of the year. Gatorade, Ben & Jerry's, Uber and Verizon campaigns were among those cited for their quick marketing pivots and understanding of how to create meaningful connections with people on Twitter in 2020 — an unusual year to say the least. See all the winners here.

How Hulu teamed with Twitter to launch a new show

When Hulu wanted the world to discover its show, "Love, Victor," it invited viewers to watch the first episode live on Twitter with the show's cast — resulting in a hugely successful launch. See how Hulu increased awareness and viewership of its new show by launching with Twitter.

Platform News

BMW test drives new Pinterest ad tool

BMW, working with FCB Inferno and Wavemaker, is the first automotive brand to try Pinterest's new Pin Extension ad tool, using it to offer consumers an immersive, 360-degree view of its 4 Series Coupe by swiping up within a Promoted Pin. Various research reports indicate that Pinterest plays a significant role for car shoppers in terms of vehicle discovery and the path to purchase.

Full Story: Netimperative (1/5), Mobile Marketing Magazine (1/5)

Report shows who will be hurt by Apple privacy changes

(AFP via Getty Images)

Apple's shift to make it easier for users to opt out of their identifiers for advertisers, commonly known as IDFA, will have the largest adverse effect on Facebook and Snapchat, followed by Twitter and Pinterest, report MKM Partners and Bank of America. MKM Partners also predicts a potential decline in mobile ad efficiency due to measurement issues and that firms with first-party data will fare better.

Full Story: Social Media Today (1/5), CNBC (1/5)

Social Shareable

Italian greyhound becomes social fashion sensation

An Italian greyhound named Tika the Iggy from Montreal has become an Instagram and TikTok star thanks to her fashionable outfits and is attracting attention from celebrities such as Lizzo. Tika's TikTok account has 10.6 million likes and more than 786,000 followers, and one TikTok video featuring her wearing 2020's rejected outfits has garnered 32.8 million views.

Full Story: Montreal Gazette (Quebec) (tiered subscription model) (1/6)

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UGC has long been an effective way for brands to forge relationships with their customers and provide social proof, and this will be a common theme in 2021 as well.

Jose Angelo Gallegos, writing for Social Media Today