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The Big Brand Theory

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The Big Brand Theory: Arby's Is Listening

April 14, 2014 by Ric Dragon
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The Big Brand Theory column.

Arby's engagement with Pharrell Williams went a long way in illustrating the value of social media within the organization. While the tweet and Pharrell's response might have been a wonderful bit of serendipity helped along by good social listening, Arby's follow-up was also considered effective.[read more]

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The Big Brand Theory: Tyson Foods Is Listening on Social

March 31, 2014 by Ric Dragon

The Big Brand Theory

Tyson Foods is one of the largest suppliers to educational institutions, corporations, and restaurants, as well as to retail grocers. When it comes to social media, the organization faces some interesting challenges: the food industry itself is highly regulated and the focal point of a great deal of consumer confusion.[read more]

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The Big Brand Theory: Passing Hope in the Form of a Baton

March 24, 2014 by Carianne King

The Big Brand Theory column.

March 19th marked the national kick-off of The Baton Pass, a grassroots fundraising campaign launched jointly by Siemens and Stand Up To Cancer, a program of the Entertainment Industry Foundation (EIF), to support its innovative cancer research.[read more]

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The Big Brand Theory: Realtor.com Engages Communities and Influencers

March 17, 2014 by Ric Dragon
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The Big Brand Theory column.

While Realtor.com makes good use of the communities on social media, it also focuses on influencers. David Roth, VP Marketing at Realtor.com says, "There's about 300 people in the industry we really care about because those are the ones that can actually shape the message for us."[read more]

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The Big Brand Theory: The Body Shop Has Beauty With a Heart

March 10, 2014 by Ric Dragon
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The Big Brand Theory column.

The legacy of being a cause-oriented organization lives on in the Body Shop brand's ethos today and is a key component of its social media marketing. Barckley says, "The brand is really rooted and has these authentic story lines that are real, not just us storytelling and creating fantasies."[read more]

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The Big Brand Theory: Citi Rethinks Customer Care with Social Media

March 4, 2014 by Ric Dragon
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The Big Brand Theory column.

Frank Eliason's vision isn't simply for better social media. It encompasses creating organizations where the ways of business are better designed for people and their needs. It's exciting to think about a financial institution taking the challenge on in a bigger way. As Eliason explains, "Customer experience starts with how you think about things."[read more]

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The Big Brand Theory: Sony Influencer Program

February 11, 2014 by Ric Dragon
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The Big Brand Theory column.

Callan Green of Sony tells me that the team spent a great deal of time not only looking at how influential their potential bloggers were, but how interesting their content was. "Ultimately, we wanted something that was interesting, and not just another cookie-cutter review."[read more]

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The Big Brand Theory: Motorola Solutions Builds Internal Community

February 4, 2014 by Ric Dragon

The Big Brand Theory column.

In the world of B2B, the most prominent use of social media tends to be in so-called thought leadership in which the organization becomes a trusted source of relevant content within the industry. While this has been true for Motorola Solutions, the focus for the past year has been on building internal community, with a customized social platform for in-company use.[read more]

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The Big Brand Theory: Dell Gets Intimate with Customers

January 28, 2014 by Ric Dragon

The Big Brand Theory column.

In one of those iconic technology company-started-in-a-dorm-room stories, Michael Dell saw that there was value to be created in selling computers directly to consumers. In the early '80s, that simply wasn't the way of the world, and for the eponymous Dell, the insight would result in one of the most successful businesses of our age.[read more]

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The Big Brand Theory: Publix Has Come of Age with Social

January 21, 2014 by Ric Dragon
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Since its establishment in 1930 by entrepreneur George W. Jenkins, the Publix chain has spread to six other southern states with a total of over 1,100 stores. Wherever it opens, the store tends to garner a passionately loyal following from its customers, earning the title of being a love brand.[read more]

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The Big Brand Theory: Transamerica and the Art of Influence

January 14, 2014 by Ric Dragon

The Big Brand Theory column.

Allan Gungormez, enterprise director of social media strategy of Transamerica, had a brainstorm: to create a platform that identified influential and reliable sources of financial information in social media. With such a resource people would be able to discover and follow the Twitter accounts of reliable sources of financial services information.[read more]

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The Big Brand Theory: AOL's Goals and Metrics

January 7, 2014 by Ric Dragon

The Big Brand Theory column.

Sometimes we forget: before the era of the large social media platforms, there was America Online. While its peak base exceeded 30 million users, a number that is modest in comparison to current social media Goliaths, the service played a key role in the development of the social media we know today.[read more]

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The Big Brand Theory: Capital One's Big Ka-ching

December 31, 2013 by Ric Dragon

The Big Brand Theory column.

In October, 2012, Capital One re-launched and rebranded their cash card. The new name, Quicksilver, required both a push around awareness, as well as a strong association with the value proposition. Capital One had already enjoyed some success tying a hashtag in with advertising, but in this case, the hashtag would play an even more central role.[read more]

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The Big Brand Theory: Casio Creates a Big Splash With Other Brands

December 25, 2013 by Ric Dragon

The Big Brand Theory column.

For a global sales subsidiary, it appears that Casio has hit on the right approach to social. John Lauro, digital marketing manager of Casio USA, shared that the brand measures success based on how many people come back to the website to explore from social: "Social for us is our number one referral for our websites."[read more]

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The Big Brand Theory: Bloomberg LP

December 10, 2013 by Ric Dragon

The Big Brand Theory column.

Three years ago, when Bloomberg LP first hired Robert Harles as Global Head of Social Media to oversee its social media endeavors, it actually had a policy that prohibited employees from even using any social media. Needless to say, Harles first task on the job was to rewrite the policy.[read more]

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Big Brand Theory: Hilton Hotels and Resorts

December 3, 2013 by Ric Dragon
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The Big Brand Theory column.

Rob Palleschi, the global head of Hilton Hotels & Resorts, shared an example of a recent exchange that resulted in an opportunity to engage with a popular tweeter, @ProductPoet (118,000 followers). It resulted in his booking at a Hilton property - and a series of positive tweets and Instagram posts about Hilton.[read more]

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Big Brand Theory: Boston Celtics

November 26, 2013 by Ric Dragon
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The Big Brand Theory column.

Brands that attract fanatical devotion - what you might call "love brands" - often play by a different set of rules when it comes to social media. This was emphasized recently when Peter Stringer, head of the Boston Celtics' social media, shared some of the team's tactics at SMX Social.[read more]

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The Big Brand Theory: Discover Making Customers Visible

November 19, 2013 by Ric Dragon

The Big Brand Theory column.

Most financial institutions don’t even allow people to post on their Facebook page. Discover is an exception to that trend: "The overall philosophy that we're going by is that we want to be able to service customers in the channel in which they want to be serviced," said Dan Gingiss, the Director of Digital Customer Experience.[read more]

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The Big Brand Theory: Social Business and Fun with Southwest Airlines

November 5, 2013 by Ric Dragon
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Christi McNeill, project lead of social business and listening at Southwest Airlines, makes many references to social business, processes, and how teams are aligned; it's not just about how and when community managers post to Twitter or Facebook. McNeill shared that they're looking at a wide range of issues such as mission and social media objectives.[read more]

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The Big Brand Theory: Red Bull's Social Media Marketing

October 21, 2013 by Ric Dragon
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Red Bull

Red Bull's marketing ethos has translated well into social media, perhaps even helping to shape big brand social media marketing across industries. Brand expert David Aaker wrote, “I know of no other brand that has connected with customers so many ways.” A closer look at the company’s social profiles reveals some core tactics.[read more]

 
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