360i uses emoji-based clues to unveil "Game of Thrones" new season | Why Lego's social success is all down to its fans | How the World Wildlife Fund uses local content for engagement
June 23, 2017
Word of Mouth Marketing SmartBrief
Word of Mouth and social media marketing news
Everybody's Talking About ...
360i uses emoji-based clues to unveil "Game of Thrones" new season
360i has created a social campaign for HBO's "Game of Thrones" called #WinterIsHere, which includes a trailer for the season 7 premiere that unlocks poster art and exclusive content through the Twitter Emoji Engine. Social users can solve clues to enter the right combination of emojis to be rewarded with content.
MediaPost Communications (6/21),  The Drum (Scotland) (6/21) 
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Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
WOMM at Work
Why Lego's social success is all down to its fans
Why Lego's social success is all down to its fans
Legos (Pixabay)
Lego's Lars Silberbauer spoke at Cannes Lions about the brand's social strategy and why it centers around bringing people together to play and celebrating their creations. He also talked about the brand's global competition for kids, First Lego League, and crowdsourcing ideas for new Lego sets.
Fast Company online (6/20) 
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How the World Wildlife Fund uses local content for engagement
Speaking with Alice More O'Ferrall of the World Wildlife Fund, columnist Nikki Gilliland provides insight into the charity's techniques to drive engagement. Posts are geared toward directing a user to take an action, and their content is highly localized to ensure it's both relevant and compelling for local audiences.
Econsultancy (6/22) 
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#AlmostHeaven campaign promotes W.Va.'s natural wonders
The #AlmostHeaven campaign run by Wild, Wonderful West Virginia aims to encourage residents to photograph the state's natural sites and share them on social media. The campaign reportedly has had more than 120,000 participants.
Bluefield Daily Telegraph (W.Va.) (tiered subscription model) (6/19) 
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Building Blocks of Buzz
How the big brands achieve success with influencer marketing
As more brands get involved in influencer marketing, there are a number of best practices to follow, writes Kristina Libby, founder of SoCu. Kate Hartman of Coca-Cola says to get influencers involved early, while Melissa O'Malley of PayPal recommends creating content that is good for both the influencer and the brand.
Entrepreneur online (6/22) 
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Relationship management is key to successful outreach
Instead of marketing to potential customers, build value-added relationships with the individuals your customers already trust, advises Jon Ferrara, founder of Nimble. A number of techniques to achieve this are covered, from giving away real value to "aligning the promises that you make to the experience that you deliver," he says.
Advertising Age (6/22) 
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Why blending CRM with social IDs is imperative
Marketers should link customer-relationship-management data to social media IDs to enable seamless personalization across channels and continuity of messaging and to prove return on investment, writes Chirpify CEO Chris Teso. "Couple this added customer insight with automation and suddenly marketers have the power to deliver on recognition, personalization and a true value exchange that drives meaningful business impact," he writes.
SmartBrief/Marketing (6/22) 
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Words from WOMMA
Webinar: Protect Your Organization Against FTC Crackdowns Using Internal Comms
Tuesday, June 27, 2017 | 11:00 AM - 12:00 PM CDT

Navigating compliance issues with the FTC can be a big challenge for organizations that want to implement an employee advocacy program. However, with a defined strategy and the right resources in place, any company -- regardless of regulatory restrictions -- can reap the benefits of a program that enables employees to act as your social advocates, all while remaining within the legal guidelines.

Register now.
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Webinar: Rules of Engagement for Influencer Marketing
Wednesday, July 12, 2017 | 12:00 PM – 1:00 PM CDT

Influencer marketing is a burgeoning industry where brands pay social influencers to recommend their products to the people who trust and follow their advice. Influencers have vast audiences -- and foodie and fitness consumers love them because of their authenticity. But campaign execution brings its own challenges. The FTC is warning social media influencers and other brand marketers with large online followings to properly disclose relationships with brands when endorsing or promoting products on social media. The Commission has put dozens of influencers on notice for failing to adequately disclose the fact that their posts are ads for which they were generously compensated. This session will take a deep-dive into the FTC's detailed guides for influencer marketing, review case studies and offer best practices for structuring a legally complaint influencer campaign.

Register here.
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