By: Stacey Furtado
Happy Friday, everyone! It’s been another busy week in social marketing and we’re bringing you some of the best and brightest insights and articles to roll into the weekend with. First off, be sure to check Nick Cicero’s piece on The Top 50 People Most Retweeted by Digital Marketers in SocialFresh out. It’s got a great list of digital minds to follow. Without further ado, here are the Top Social Marketing Quotes of the week.
- The quote: “One can never predict where technology will go on a daily basis, but over time I hope that marketers continue the shift from internally focused activities and channels to audience and data. We often start from the other side and get caught up with channels or express our internal structure to our audience. We all need to better understand the motivations of our audiences, and behavioral data helps give insights into that very well.” – Umang Shah in an interview with Giselle Abramovich on CMO.com
- Why it matters: Umang Shah recently took over the reigns at Campbell Soup and had some really insightful answers to Abramovich’s questions on community, digital planning and industry trends. This quote struck me in particular because it speaks to the shift marketers must make from thinking solely about channels to acquire new customers to instead considering the audience themselves through data. Data exists so we can all learn more about our customers and give them what they’re looking for. The fact that Shah understands this bodes well for the future of Campbell Soup’s digital marketing for years to come.
- The quote: “The easier it is for people to see that others are doing something, the more likely they’ll be to do it themselves.” – Jonah Berger in an interview with on Inc.com
- Why it matters: Community is about a sense of belonging and personal investment. When members of that community take action, other will follow suit. Jonah Berger, author of Contagious: Why Things Catch On (Simon & Schuster, 2013) provides valuable insight on best practices for promotions that subscribe to that very idea about community. Rewarding relationships over sales is no longer just a nice thought for marketers, it’s a more effective way to drive business. Today’s customer doesn’t want to be bought, they want to be engaged with — the sale needs to be earned.
- The quote: “But perhaps the brightest lights are the increasing media and production budgets being allocated to social. This money will ultimately increase the scrutiny from clients, the need to prove what leads to ROI, and it’ll ultimately bring stronger talent to social creative departments.” – Anonymous Social Media Strategist in Digiday’s “Confessions of a social media strategist“
- Why it matters: In this well-written anonymous “confession” from an NYC Social Strategist, some valid points are brought up about internal goals and actual success. With Facebook changing its algorithm to discourage lazy content and shallow engagements and Twitter and Pinterest not far from doing the same, brands and agencies are beginning to look at social channels as a legitimate contender for marketing and PR budgets. Bigger budgets means more accountability. More accountability means better work. Everyone wins.
- The quote: “The healthy-shopper audience is a very active group. Nearly 40 million users generate almost 50 million shares between them. Healthy shoppers are also more wealthy — 86 percent of them are taking home more than $50,000 per year, compared to 80 percent of the general population.” – Kimberlee Morrison, Social Times
- Why it matters: This article illustrates what a group of passionate, hungry consumers can do to completely change an industry vying for their attention. It’s buying power in its most convincing form, and its born from health advocates. The fact that they are more wealthy, more active and more interested than most other consumer group could be a big reason markets like Greek Yogurt are earning more and more shelf space. Brands like Whole Foods and Vita Coco are thriving with this demographic and the passion of their biggest advocates is a big reason why.
- The quote: “We’re trying to give fans a way to interact with us beyond viewing a spot or a video,” Stephanie Parker, vice president and account director at Barkley, said in a phone interview. For instance, one day next month, the agency plans to bring Mr. Applebaum into the social-media center, Ms. Parker said, “and he’ll be our Dairy Queen community manager for the day.” Stephanie Parker, vice president and account director at Barkley in an interview with Stuart Elliott of the New York Times on Dairy Queen’s new summer campaign
- Why it matters: Dairy Queen owns the summer and Barkley’s work with them the past two years is a big reason why. While social played a big role in last year’s “Fan food, not fast food” campaign, it’s looking to work harder this year by letting the brand’s biggest advocates fill the gap in spreading the word where traditional media can’t. John P. Gainor, president and chief executive of Dairy Queen even called it the “North Star” of the campaign. I like the direction DQ is heading in and expect to see its effort in social to pay off this summer.
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