3 Social Media Lessons You Can Learn From a Box of Beauty Samples

(Originally posted in Memeburn) What do Birchbox and Adidas have in common? One is a rugged sports icon, and the other is a wildly successful “stuff in a box” beauty subscription service, but both companies have impressive histories. Birchbox raised US$72-million in funding in just four years and grew its subscriber base to more than 400 000, while Adidas has pulled in an excess of €10-billion for the past four years straight. But that isn’t all. These brands boast impressive social media followings, and it’s not because they’re incredibly active (though they are); it’s that they understand the power of becoming ingrained in...

Infographic: Who’s the Audience? FIFA World Cup Edition, June 9

Women are taking over the social universe (and perhaps the stadium stands!) during the World Cup, according to our social analysis for the opening week of June 9.  What’s been a constant ‘Rugged Male’-dominated audience for @FIFAWorldCup the last couple of months, has now switched genders, with the women coming out ahead based on social engagement.  Were World Cup Marketers in tune with the fact that females would enjoy futball as much as their male counterparts? World Cup Official Sponsor Coke seems to be in the know.  After several misses over the last few months in regards to which...

3 Differences Between NHL and NBA Audiences: A Game of Marketing Strategy

(Originally posted in Business2Community) If you don’t know much about hockey, it’s time to acquaint yourself with the Wayne Gretzky expression “Skate where the puck’s going.” Much like hockey, marketing is a fast-moving game of strategy. The winning team must have a well-researched plan of action but also be ready to strike at a moment’s notice. What will you do when the puck skims toward your feet as you face the net? Ideally, you’ll act decisively and expertly thread the puck where the goalie has the smallest chance of blocking it. But in both marketing and hockey, this is only...

Infographic: Who’s the Audience? FIFA World Cup Edition, May 25

In our last ‘Who’s the Audience?’ post, we highlighted two brands, Adidas and Nike, that were hitting the @FIFAWorldCup ‘Rugged Male’ audience head on with their campaigns. For the week of May 25, we looked at two beer brands- official beer sponsor Budweiser, and competitor Miller Lite, a brand that’s so far kept quiet during the World Cup buzz. Interestingly, both brands pulled much more engagement from ‘Reliable Females’ than from the ‘Rugged Male’ Persona that has dominated @FIFAWorldCup’s Twitter feed. Week Highlights: ‘Rise As One’ Times Two For Budweiser, which launched their “Rise As One” World Cup campaign...

5 Ways to Take a Passionate Social Stand (To Benefit Your Brand)

(Originally posted in OMI) How much money would it take for you to post a comment about healthcare or the most recent presidential election on your company’s social media profiles? The mere thought might make the hair on your neck stand up, but what if $3 billion was on the line? It just might be. Because fear of a media circus makes most brands back down, here’s some news you might have hoped to avoid hearing: your company needs to take a stand on controversial social issues to stay relevant to your target market. If you do it right...