Friday, January 16, 2015

[RED DEMOCRATICA] Cabela streamlines internally to improve service via social


"Pinfluencers" test Pinterest's profit plan | REI uses hashtags to generate user content | Cabela streamlines internally to improve service via social
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January 16, 2015
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The Big Story
"Pinfluencers" test Pinterest's profit plan
Brands such as VH1 and Tommy Hilfiger are paying Pinterest influencers to share their messages, bypassing the site's official "Promoted Pin" ads. Pinterest says the strategy is not a threat to its monetization, and it plans to roll out more advertising options this year. The Wall Street Journal (tiered subscription model) (1/15)
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Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

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REI uses hashtags to generate user content
REI is using hashtags to solicit content from fans, and it is following up on social media contributions for permission to incorporate user content into its marketing. "We're trying to be really thoughtful about what hashtag strategy we can build that will be sustained so that every day it makes sense and is sustained within our community," says Lulu Gephart, REI's social and earned media manager. Blog (1/13)
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Cabela streamlines internally to improve service via social
Cabela's social media team once needed up to 72 hours to respond to complaints, because of a fragmented system that saw social media and customer service handled by different teams. To put things right, social media manager Adam Buchanan hired new community managers and established direct lines of communication among everyone involved. SmartBrief/SmartBlog on Social Media (1/15)
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Employee advocates can help brands stand out on social
Employee advocates on social media can help brands stand apart from the competition and have their messages resonate, but such a program requires direction from company leaders to get the right people participating, writes Dave Hawley of SocialChorus. One top retailer saw its social media engagement grow by 10 times since it implemented an advocacy program, Hawley writes. MarketingProfs (1/12)
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The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

Marketer Moments
Buffalo Wild Wings creates videos featuring NFL fans' tweets
Buffalo Wild Wings is working with agency Periscope during the NFL postseason to create custom videos featuring fan tweets. The first video in the series had been seen more than 260,000 times on Facebook as of Thursday, with the brand using paid ads to feature it in user feeds. "Going into the 2015 Super Bowl and the playoffs right now, we want to beef up our live, real-time engagement around these sporting events," said Bob Ruhland, Buffalo Wild Wings' vice president of marketing. Adweek (1/15)
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Platform News
Twitter's "Flock" tour touts Fabric SDK
Twitter will host a series of developer events across the U.S. to encourage developers to use its Fabric software development kit. The first "Flock" tour stop will be in Los Angeles next week. Marketing Land (1/14)
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Measurement Matters
Twitter chatter signals a show's success, Nielsen finds
The amount of buzz generated on Twitter about a new television program is a strong indicator of eventual success, research from Nielsen finds. According to an analysis of 42 programs by the TV ratings group, successful Twitter TV activity offers compelling information about a show above and beyond purely promotional material. Advanced Television (free registration) (1/14)
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Featured Press Releases
Social Shareable
No more glitter for you, says hate-mail entrepreneur
The revenge-mail entrepreneur who created, a site where people could pay to have messy envelopes stuffed with glitter mailed to their enemies, is asking people to stop using his website. Mathew Carpenter says he's been overwhelmed with orders since the site went viral. "Please stop buying this horrible glitter product. I'm sick of dealing with it," he says. The Daily Dot (1/14)
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Who's Hiring?
Position TitleCompany NameLocation
Social Media ManagerUnion WirelessMountain View, WY
Social Media StrategistThe Field MuseumChicago, IL
Land/Wildlife and Communications Program AssistantNatural Resources Defense CouncilWashington, DC
Click here to view more job listings.
So many brands -- during something like the Super Bowl -- throw a hashtag into their commercial. ... But how many people are using those [hashtags] now?"
-- REI's Lulu Gephart, as quoted by Blog
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs, where marketers and entrepreneurs learn to be great at word of mouth marketing, and, the community for social media leaders at the world's greatest brands.
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