Going for the Gold Using Social Media: Marketing Update 8/3/12





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Published on Aug 3, 2012

Going for the Gold Using Social Media: Marketing Update 8/3/12 from Marketing Update on HubSpot.tv. Like this? Watch the latest episode of Marketing Update on HubSpot.tv on Blip! http://blip.tv/marketing-update/watch

This week on Marketing Update, Andrew Quinn and Ellie Mirman discuss a kisstoric moment in social media history, big brands doing consumer research through social media, gamification for small business, and the Olympics going social.

Episode #212 - August 3, 2012
Going for the Gold Using Social Media


How to interact on Twitter: include #MktgUp in your tweet!
On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
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

A Kisstoric Moment in Social Media History

Launched in conjunction with the bandapos;s 40-city summer tour with M?tley Cr?e, a new online tool called Kiss Social Hub (kissonline.com/socialhub)
It aggregates social networks on one platform (Twitter, Facebook, and Google+), and translates tweets, updates etc. into 53 languages between the band and their fans on the fly
Gene: "Connecting with them in their own language and familiar social networks makes the fan experience personal and direct, with no barriers of translation."
Paul Stanley. "Now itapos;s a possibility for every member of the Kiss Army in the farthest reaches of the globe to reach us directly."
Kiss Social Hub is powered by a technology called Ortsbo - real-time communications platform used by more than 200 million people
Marketing Takeaway: Gene Simmons knows how to sell stuff. If he thinks social media will build your brand, odds are he?s right. Get involved in the conversation.
Big Brands Do Consumer Research Through Social Media

Frito-Lay is using social media to replace old-school focus groups
They have a new Facebook app that allows visitors to say ?I?d eat that? about potential new chip flavors, and even suggest new flavors - the app was so popular, it crashed the site the day it launched
So far they?ve found that a beer-battered onion-ring flavor is popular in California and Ohio, while a churros flavor is a hit in New York
Other companies are also using social media for consumer research
Estee Lauder asking social media users to vote on bringing back discontinued shades of makeup
Sam Adams allowing users to vote on beer qualities to create a crowd-sourced beer
Walmart studying Twitter chatter to determine products to stock
Walmart acquired social media company Kosmix last year, largely for their ability to identify trends from social media - they?ve successfully identified when certain products are hot (e.g. cake pops) and when and where to stock more merchandise
Great way to get real consumer feedback, and attract feedback from a younger audience (vs. an older crowd attracted to focus groups)
Marketing Takeaway: Social media has piles of real consumer data that?s available to you, for free. From basic listening to creating contests and apps, think about how you can leverage this data to make better decisions.
Gamification for Small Business

It?s no secret that lots of people love playing games on their mobile devices: Angry Birds, Bejeweled, words with friends
What if you actually got rewarded for real for a high score or clearing a level?
San Francisco start up called Kiip does just that - they enable real life rewards for winning games
Here?s a great example by PopChips - local chip maker "never fried, never baked" is up against snack food giant Frito Lay
They are running a program with Kiip that rewards people ?in-game? with phone coupons for free bags of chips
Popchips has seen sales jump 40%
Marketing Takeaway: There are new ways to connect with your buyers being developed every day. Gamification deserves a look. You just might find a way to introduce new buyers to your products based on how well they do in their favorite game.
Olympics Go Social

Record Tweeting -- and Spoilers
Since the Olympics started last Friday, millions of people have been tweeting about them


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