Vine Offers New Value Add to Brands

A few months have passed since Twitter began its great experiment into “in-feed video” and brands have embraced it with open arms.  But more than simply creating content for engagements sake, some brands are using the platform as a value add.  They are creatively thinking outside the box and using the 6 second window to give users a reason to follow.

1.  Lowes - Making projects more manageable 6 seconds at a time
 

2.  Malibu Rum – Creating e-cocktails with island inspiration
 

3. Kate Spade – Embracing a brand’s lifestyle
 

Do you have other favorite brands on Vine? Leave them in the comment section below!

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Why daily deals need to evolve beyond location

Verizon states their Location Based Service (LBS) API offers a resolution of 150m. That figure is conservative in my estimate as I have seen my location on some apps better than 10m. LBS are used for all manner of applications. Outfits like Living Social offer instant deals depending on where you are. These deals seldom inspire me to try the deli on the corner with the dusty ceiling fan.  Focusing deals on where you are is cool. Once the cool factor has worn off, the $10 for $20 deal at the dusty deli remains. Not cool.  Other than maps and directions, the killer application for LBS still eludes us. The added fidelity of knowing where and who you are at the same time is the ultimate prize.

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This Week’s Top Tweets (June 4)

1. Explore London with augmented reality
by lester on Augmented Planet

This post on Augmented Planet reviews two iPhone augmented reality applications for Londoners and visitors to the capital. The Museum of London application allows users to use augmented reality to explore their surroundings using the iPhone’s camera view and see photos of their location as it was in the past. The second application, Get London Reading, allows users to discover books set in nearby locations.

Takeaway: Slowly but surely, augmented reality applications are changing the way that users can explore and experience their surroundings using mobile devices. Similar to the way in which location-based applications like Foursquare have changed the way businesses interact with customers through mobile devices, augmented reality applications create a whole new world of interactive possibilities.

2. Social Media Marketing Best Practices from Best Buy
by Lee Odden on Top Rank Online Marketing Blog

In this post highlighting social media practices from Best Buy, Lee Oden notes the importance of solid case studies in an environment in which “social media gurus” are becoming ubiquitous. During the Social Media Best Practices session at IMS Minneapolis last week, Brad Smith, Director, Interactive Marketing & Emerging Media from Best Buy addressed the “new marketing reality” businesses are facing, the tenets that support social media marketing for Best Buy and real case studies from a company that’s gotten it right.

Takeaway: There are literally millions of blog posts, books, articles and other resources out there devoted to social media, and an ever-increasing number of snake oil salesmen who claim to be experts because they happen to have read a few. When it comes to hiring a digital agency to support your social media efforts, or doing your homework to effectively implement a program internally, nothing is more valuable than solid case studies from businesses that get it.

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This Week’s Top Tweets (April 16)

1. Box.net Adds More CRM Integration, This Time It’s SugarCRM 6.0
by David Roe on CMSWire

Box.net has been hovering around the CRM market for some time now, but their announcement that their cloud-based content management system can now be integrated with open cloud CRM provider (and Q partner) SugarCRM generated a lot of interest. In October 2009, Box made the same move with Salesforce.com.

Takeaway: The announcement, which was made at Sugar’s annual SugarCon show on Tuesday, means that Sugar users will be able to access documents stored in Box’s CMS.

2. If you don’t take care of your employees… they won’t take care of your customers
by Mark Johnson of Loyalty360

In this brief but impactful post, Loyalty360’s Mark Johnson discusses the alarming results of recent studies on employee engagement. A few highlights:

A May 2009 survey by consulting firm Watson Wyatt Worldwide (now Towers Watson) found that engagement levels for top performers at large U.S. companies fell close to 25% year over year.

Employees overall experienced a 9% drop in engagement year over year.

A March 2009 survey by Gallup found that 52% of U.S. workers over the age of 18 were disengaged and an additional 18% were actively disengaged.

Takeaway: The headline says it all – if you don’t take care of your employees, what incentive do they have to care for your customers? Johnson notes that the levels of active disengagement reported in the surveys costs businesses an estimated $416 billion in lower productivity. It also costs companies dearly in terms of both employee loyalty and customer loyalty. Make sure you take care of your employees and that your marketing and human resource staff work together to drive both internal and external engagement. Your employees and customers will thank you.

3. Twitter: All the Numbers That Matter
by Mathew Ingram on GigaOm

Mathew Ingram summarizes the hard numbers behind Twitter’s growth and size straight from the source – Twitter’s co-founders Biz Stone and Evan Williams, who announced the figures at their first-ever developers conference, Chirp.

Takeaway: It seems like every other day there are new facts and figures for Twitter, but these are the numbers that matter the most for marketers and tech wizards alike. The bottom line is that Twitter’s growth is showing no signs of slowing down and there are numerous opportunities for businesses to incorporate the platform into their marketing strategies – whether it serves as a medium for engagement or a platform to provide a new service to your customers.

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