Instagram advertisers hit 1M; new tool coming for users to book appointments | Retailer's influencer campaign aims to draw foot traffic | How Marriott became a storytelling powerhouse
March 24, 2017
Word of Mouth Marketing SmartBrief
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Instagram advertisers hit 1M; new tool coming for users to book appointments
Instagram logo
(Instagram)
More than 1 million brands now advertise on Instagram, a 400% spike in the past 12 months, the company announced. The platform says it's developing a tool that will enable consumers to book appointments with businesses via brand profiles and also noted that more than 120 million consumers have contacted a brand via the platform in the past month.
CNBC (3/22),  VentureBeat (3/22),  Mashable (3/22) 
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WOMM at Work
Retailer's influencer campaign aims to draw foot traffic
Retailer's influencer campaign aims to draw foot traffic
Panosian (Frazer Harrison/Getty Images)
Fekkai Brand joined with social media star Teni Panosian to draw foot traffic to its flagship store on Fifth Avenue in New York City. Panosian's posts about the event sparked 12,000 likes within just 12 hours, and the brand is giving out free samples, gift certificates and a code for a special product bundle as part of the promotion.
Los Angeles Times (tiered subscription model) (3/23) 
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How Marriott became a storytelling powerhouse
Marriott
(Glenn Hunt/Getty Images)
David Beebe, Marriott's former vice president of global and creative content marketing, talks about establishing an in-house team to create strategic content, such as a YouTube and Instagram video series to entertain consumers and show them travel opportunities. "The practice of content marketing is a specialty, and I think a lot of times CEOs don't understand the fundamentals of storytelling versus what's actually a campaign," Beebe says.
Advertising Age (3/22) 
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Nestle succeeded by taking cues from competing brands
Dovetailing your messaging with that of a rival may be a smart approach for grabbing distracted consumers in an information-saturated world, write marketing professors Yi Zhu and Anthony Dukes. For example, Nestle captured 30% of the bottled water market by launching Pure Life in response to competitor Evian's campaign focused on water purity.
Harvard Business Review online (tiered subscription model) (3/23) 
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Building Blocks of Buzz
What effective social data analysis looks like
By tapping into the data available on social influencers, marketers can reverse engineer their results and create more effective campaigns, columnist Devon Wijesinghe writes. The key is to look past impression-based thinking and focus on resonance, while using the data to identify rising social influencers.
Advertising Age (3/23) 
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Stretch influencer campaign dollars by repurposing
Influencer campaigns can get expensive, but one way to get the most out of the investment is to repurpose content across multiple channels. Bloglovin found that 74% of marketers reuse influencer content on their own social channels after a campaign.
eMarketer (3/23) 
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Words from WOMMA
WOMMA webinar: The Inside Scoop on 2017 WOMMA Events, Trainings, & Resources
Did you know WOMMA events and resources give you access to cutting-edge research, professional development and networking opportunities with industry leaders in word of mouth, social media and influencer marketing? Join our team and board members on Wednesday, March 29 from 1 p.m. to 2 p.m. Central time for an overview of the hottest events, trainings, leadership opportunities and new resources available to both members and non-members. The webinar will include The WOMMA Summit, 2017 TALK Tour and the newly launched WOMMA University. Register today!
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"Ethical Use of Social Media" training for next-generation marketers, influencers & content creators
WOMMA has launched three online HD video courses, testing and certificates as part of a new WOMMA University program. Whether you are a marketing professional, a content creator, an influencer or an employee who uses social media on behalf of an employer, it's critical to understand how to use social media responsibly and in compliance with federal and state laws and regulations -- as well as maintain ethics, integrity, credibility and trust with audiences. Now through March 31, 2017, use promo code "WOMMASAVE30" to save 30% on the Ethical Use of Social Media for Marketers course. Learn more at WOMMAUniversity.com
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We do not need magic to change the world. We carry all the power we need inside ourselves already: We have the power to imagine better.
J.K. Rowling,
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