Instagram lets users follow hashtags | Sephora's Joshi talks influencer strategy | BBDO New York's harrowing spot marks Sandy Hook's 5th anniversary
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December 13, 2017
Word of Mouth Marketing SmartBrief
Word of Mouth and social media marketing news
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Everybody's Talking About ...
Instagram lets users follow hashtags
Instagram lets users follow hashtags
(Carl Court/Getty Images)
Instagram is now allowing users to follow hashtags, adding a curated collection of related Stories and posts to feeds. The feature is not open to advertisers yet, but it could pave the way for ad options such as sponsored hashtags or targeting based on the hashtags followed by users, writes Tim Peterson.
Marketing Land (12/12) 
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Digital Disruption gets Disrupted
Majority of US adults now get their news via social media, yet 41% of marketers haven't even invested in social media. What else should you be planning for in 2018? Download the datasheet to find out.
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WOMM at Work
Sephora's Joshi talks influencer strategy
Sephora's Joshi talks influencer strategy
(Thomas Lohnes/Getty Images)
Sephora's Nandini Joshi talks about the brand's intention to build on its influencer marketing, how it combats fake engagement and why mutual trust and respect are essential in maintaining successful, long-term partnerships. "[Y]ou have to believe in the authentic voice that they have and see whether that fits with your audience or not and work with them in a trustful manner," she says.
The Drum (Scotland) (12/11) 
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BBDO New York's harrowing spot marks Sandy Hook's 5th anniversary
BBDO New York's harrowing spot marks Sandy Hook's 5th anniversary
(Sandy Hook Promise/YouTube)
BBDO New York and Sandy Hook Promise are marking five years since the Sandy Hook school massacre with a haunting documentary-style spot that features students, teachers, first responders and parents talking about the warning signs of a shooting that's happening "tomorrow" and the actions they might have taken to prevent it. The ad is running across Sandy Hook Promise's social channels and through influencer posts -- all featuring a Facebook donation button.
Ad Age (12/11),  Adweek (12/11),  The Drum (Scotland) (12/11) 
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Starbucks focuses on community leaders in "Upstanders" series
Starbucks focuses on community leaders in "Upstanders" series
(Karen Bleier/Getty Images)
Starbucks marketing leaders are focusing on people instead of the product in the short story film series "Upstanders," which focuses on community members who are making a difference. "If [humans] can be moved by powerful stories, funny stories, inspiring stories, stories that bring joy into their hearts or get them to see things differently, they will develop a deeper affinity to a brand," says Rajiv Chandrasekaran, vice president for public affairs and executive producer at Starbucks.
Forbes (12/11) 
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Building Blocks of Buzz
Pinterest forecasts 2018's trends, previews self-serve insights
Pinterest forecasts 2018's trends, previews self-serve insights
(Lionel Bonaventure/AFP/Getty Images)
Pinterest has revealed that marketers will be able to access a self-serve insights tool starting early next year, which will be powered by the platform's Taste Graph. The company has also released its predictions of 2018's top trends, including a surge in Pins related to food and drink and a rise in style-related Pins.
Adweek (12/12) 
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Commentary: AI bots must lead personalized marketing
Commentary: AI bots must lead personalized marketing
(Chris McGrath/Getty Images)
The increasing popularity of chatbots and voice technology means that advertisers have to engage with consumers much more conversationally, building long-term relationships that are based on offering personalized, friendly guidance and advice, writes Gupshup's Beerud Sheth. This inevitable focus on conversation means that "[a]rtificial-intelligence-powered bots are bound to become the new marketer," Sheth writes.
Adweek (12/11) 
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WOMMA Events & Resources
TODAY: How Experts Use Search Trends and Platform Insights for Successful Influencer Marketing Campaigns
Wednesday, Dec. 13, 2017 | 12 p.m. to 1 p.m. CST

Do you wonder why your influencer marketing may be failing? The secret weapon in any influencer marketing campaign is the strategy that informs the content that ultimately gets created.

Learn how the experts use search trends and platform insights to create influencer campaigns that engage consumers and generate multitudes of views among your preferred demographic.

In this webinar you will learn to create strategic influencer marketing content that:

• Sways opinions and sparks conversations among your target audience

• Increases brand curiosity and loyalty

• Boosts sales during critical time periods

Register now!
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Submit today for the 2018 Driving Engagement Award
The Chicago Auto Show and WOMMA will be partnering on a 6th Annual Driving Engagement Award, presented to the auto manufacturer with the most impactful social media campaign of 2017. The Chicago Auto Show and WOMMA are encouraging auto brands and their agencies to submit —- entries close Jan. 17. Three finalists will be selected and invited to participate in the Chicago Auto Show's Media Preview Day Awards ceremony on Feb. 9. Submission link and entry criteria can be found here.
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There is no greater mistake than to try to leap an abyss in two jumps.
David Lloyd George,
prime minister
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Learn more about WOMMA, the official association for social media and word of mouth marketing, here.
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