Opinion: Simple reaction could have saved Pepsi | B2B buyers want testimonials, influencer content | Chatbots, AI come to Oracle Cloud Suite
April 27, 2017
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Opinion: Simple reaction could have saved Pepsi
PepsiCo to handle its own social media via in-house studio
(Tim Boyle/Getty Images)
Pepsi's widely condemned Kendall Jenner ad riled social media, but the brand could have turned the situation around by engaging social users, owning the mistake and laughing at itself, writes Deeter Cesler of Crossroads. An effective response would have been to retweet posts that lampooned the brand, he writes.
SmartBrief/Marketing (4/27) 
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Connecting & Collaborating
B2B buyers want testimonials, influencer content
Only 34% of business-to-business buyers cite content created by vendors as trustworthy, whereas 68% trust peer reviews and 87% trust influencer content, DemandGen reports. Marketers should use reviews and testimonials to stay abreast of this trend and to promote transparency, Ardath Albee writes.
Marketing Interactions Blog (4/21) 
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Chatbots, AI come to Oracle Cloud Suite
Oracle has introduced a chatbot platform and artificial intelligence technology for video, mobile and messaging to its Cloud Suite. The tools will enable marketers to create integrated campaigns that could see chatbot conversations followed up with relevant content and offers to individual consumers.
Adweek (4/26) 
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Marketer Moments
Social influencers sent Boohoo's sales soaring last year
Social influencers sent Boohoo's sales soaring last year
(Bryan Bedder/Getty Images)
Paying celebrities and social media influencers to tout its clothing on Instagram helped fuel a 51% jump in annual sales at UK-based online fashion retailer Boohoo, the company said Wednesday. The retailer booked 140% growth in the US.
The Guardian (London) (4/27) 
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Platform News
Twitter share price up due to user growth
Twitter's monthly active users increased 6% to hit 328 million in the first quarter, and daily active users were up 14% from the same time in 2016, the company reported. Twitter's stock price jumped 10% after the announcement, despite the fact that ad profits were down for the second quarter in a row and the fact that overall profits declined year over year for the first time.
Marketing Land (4/26),  Reuters (4/26) 
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Measurement Matters
Instagram's growth trajectory on a high with 700M users
Instagram's monthly active users have doubled in the past two years to hit 700 million, with 100 million users added in the past four months, the company reports. The growth has been helped by 200 million daily active users on Instagram Stories, which now boast higher user rates than Snapchat.
TechCrunch (4/26) 
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Social Shareable
Global tourism has roots in an anti-alcohol preacher
Thomas Cook went from religious and temperance messaging to being an early version of a global travel agency, leading tours from Europe to the US, the Suez Canal and other areas starting in the 1850s. He leveraged technological and transportation advancements, as well as a growing middle class with disposable income, to build a business that was iconic for decades.
SmithsonianMag.com (4/24) 
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Laughing at yourself as a brand tells the social space that you're humble, not completely out of touch, and ultimately relatable.
Deeter Cesler, social media manager at Crossroads, writing for SmartBrief/Marketing
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
 
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