Digital Digest #35: AmEx teams up with Facebook on deals
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy.
Digital Digest is a weekly bundle of six links, served up on Edelman Canada’s Our Ideas blog on Fridays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me.
How social media fits into the sales cycle isn’t as well understood for B2B companies as it is for mass consumer brands. Your editor thinks this is a growth area for today’s social media experts. These five tips are a good starting place for B2B marketers beginning to articulate social media best practices that take into account a longer sales cycle, a more discerning audience and a need for targeted broadcasting.
American Express announced a new Facebook app this week that offers cardholders discounts based on their interests on Facebook. AmEx hopes that the service will draw in new card members who hear about the deals through their Facebook friends. Also, it’s called “Link, Like, Love.”
Nate Elliot from Forrester outlines five ways marketers can take advantage of the social data produced by listening and intelligence tools like Radian6, Visible and SimplyMeasured (we use all three at Edelman).
New startups like Quora have leveraged high-profile users (like J.J. Abrams) to generate buzz and attract new users. The Time Techland blog reports that Google is launching a celebrity outreach strategy to attract Oprahs and Biebers to its new social network, Google+, and explains why a celebrity strategy could sink the Google+ ship.
Twitter recently changed how it articulates its purpose, and it may be planning another change as it struggles to find a value proposition and revenue. Its first call to action (“What are you doing?”) was replaced with language encouraging users to follow their interests, but CEO Dick Costolo said on Tuesday that Twitter ultimately “wants to be the engine of mobile and real-time commerce in your pocket”.
A Harvard research team has had its program shut down amidst controversy over its dataset: Facebook profiles for 1,700 students they downloaded in 2006. The data, which was downloaded with Facebook’s permission, was a treasure trove for researchers in the emerging field of social science. But the program unraveled when it became known that adequate safeguards had not been put in place to protect the anonymity and privacy of the student subjects (who, it turns out, were the Harvard College Class of 2009).
Digital Digest is edited by Matthew Hayles. Follow me on Twitter: @midnighthaircut.