All About the Hashtags: #Pintermission and #FriskyFriday: Marketing Update 4/20/12





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Published on Apr 20, 2012

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This week on the Marketing Update, Rachel Sprung and Patrick Shea discuss John Hancock mapping the Boston Marathon with social media, email marketing campaigns for the 2012 US Presidential candidates, IKEA squeezing 2,800 products inside a single web banner ad, Nike creating a new Twitter RSVP system to sell shoes, Playboy?s #FriskyFriday, and Honda wanting you to stop using Pinterest.

Episode #197 - April 20, 2012
How to interact on Twtter: Include #MktgUp in your tweet!
On the show today is Rachel Sprung (@RSprung) and Patrick Shea (@mpatrickshea)
As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
26 Miles in Tweets and Instagrams: John Hancock Maps the Boston Marathon With Social Media


Created a social media visualization map of Instagram pictures when people tweeted with #BostonMarathon
Marketing Takeaway: Be the leader and take the steps to bring different social media together.
Marketing Takeaway: Acknowledge the fact that people spend different time on different platforms.
Email Marketing Campaigns of 2012 US Presidential Candidates


44-day sample of emails from presidential candidates
Looked at: Total emails sent, Email sending frequency (days between sends), Number of different senders in the ?From? lines, Average word count per email
Significant increases are seen in the Paul and Santorum efforts. The former raised $4.5M in January, much of it online, and the latter started quietly then rocketed his campaign forward with the win in Iowa on January 3, 2012. These facts, in part, likely explain the increases.
Marketing Takeaway: If you have a clear purpose for sending additional emails that are relevant to individuals, segments, or entire lists, it?s OK to send more often than usual.
As with the observations above, we see a sharp increase in frequency for Santorum and Paul, as well as steady frequency from Obama and Romney. That the most frequent senders (every 1.3 days) are sending twice as frequently as the leading candidates (every 2.4-3 days) should be of concern.
Marketing Takeaway: Keep an eye on your open rates, link clicks, and video views over time. If you see any or all of these falling off, especially open rates, consider the frequency of your sending and whether you might benefit from scaling it back a bit.
There were few changes in average word count from the 44 days we tracked Fall 2011 to the 44 days we tracked in Winter 2012. For all but one candidate, word count is down slightly. The huge spike for Gary Johnson is due to his including entire news articles inside the body of the email.
Marketing Takeaway: Imagine receiving an 1,100 word email on your mobile device! We advocate for shorter, simpler messages complemented by links out to web stories and blog posts.
Ikea Squeezes 2,800 Products Inside Single Web Banner Ad


Squeezed an entire store?some 2,800 products?inside a 300-by-250-pixel banner ad
As you move your mouse around the banner, the products get magnified. You can click on them, and it takes you to a page where you can order them.
Make the most of any space.
Ikea is a hit for apartment dwellers and people who have small living spaces
Marketing Takeaway: Think of different ways, visually or through messaging to convey your brand?s message/value.
Nike Is Killing Midnight Releases and Creating a New Twitter RSVP System to Sell Shoes


People still riot over shoe releases just like Apple.
On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
Once registration is open, you must Direct Message ("DM") the store within 60 minutes. The DM must include:
The product-specific #tag tweeted by the store
The last 4 digits of your State/Passport/Military/School ID number
Your shoe size (limit one).
Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a "first respond, first serve" basis.
Once confirmed (or more likely, if confirmed), you'll have to pick up the shoe from the Nike Store on launch day. If you don't, the unclaimed shoe will go back into the Twitter RSVP system.
Using social media to stop social misfits.
Marketing Takeaway: Engage with a community who is currently listening.


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