Vetting a Consumer Activation Platform? Use this Guide

Your Marketing colleagues may explore building a brand owned community with a consumer community activation system to help build and manage this community. As these platforms range in features and sophistication, you may be asked to weigh in from a technical and usability perspective. Here are areas you should advise your Marketing team to consider in the evaluation.Read full article

Gold Eagle Revs Up Social Media Marketing with SML

“The challenge is launching a new product at new retailers and just trying to get excitement and buzz to pull the product off the shelf,” says Marcel Manzano, senior manager of digital marketing at Gold Eagle. “It’s the age-old challenge of getting a person to actually walk to a store, pick it off a shelf, and buy it.” But for this age-old challenge, Gold Eagle was willing to try something new: building buzz on social media. And for help with that, it turned to advocacy activation company Social Media Link.Read full article

The State of Social Media 2017

Optimizing your current opportunities on social media requires keeping tabs on the latest trends, tools, and technologies. This is why looking back at what transpired in this space in 2016, and calculating the possibilities abundant in 2017, can be constructive.Read full article

When It Comes To Brand Community Success, It's All About The Feels

As I travel around the country speaking about brand advocacy and engagement, the question I am often asked is, “What makes for a truly successful brand-owned community?” Having worked with many marketers on establishing a home base for their consumers, or when I consider other companies that have made meaningful connections with their fans, my answer is this: the most successful brand communities are grounded in deep emotion.Read full article

Omni-Channel Marketing Meets Consumer Engagement

Omni-channel marketing seeks to provide the consumer a seamless shopper experience whether in-store, online, desktop or mobile. Retail marketers like Starbucks, Sephora, and Crate & Barrel have made moving towards this goal a priority, investing in processes and platforms to ensure consumers enjoy a familiar and consistent interaction whether brick, click, swipe or scan. As this continues to become the norm, consumers will expect frictionless interactions with all brands.Read full article

How CPG Marketers Can Spark Engagement Post-Holiday Gift Season

In the last few 2017 planning meetings, I have heard several times long-term customer loyalty and engagement were a 2016 challenge and will continue to be an uphill battle in the upcoming year. Retail barriers and interference from other third parties make it hard to connect and foster a direct relationship. So the question remains: How can CPG brands better engage consumers to establish and foster loyalty over the long term?Read full article

Brand Communities And 3 Ways To Ensure Their Success

Forrester predicted that as social media matures, branded communities would make a comeback. Marketing leaders report they’re significantly less satisfied with Facebook and Twitter marketing. Along with that, Forrester found that 60% of businesses have a branded online community and 15% were planning to add one in the following 12 months. With that knowledge, many CPG marketers feel it is time to focus their engagement efforts on owned channels. Read full article

What Amazon’s Review Policy Change Means For Marketers

Amazon recently created shock waves when the company announced it will no longer accept incentivized reviews. This update to Amazon’s terms removes new reviews from consumers who have received a free or discounted product to test, though incentivized reviews were previously allowed as long as they contained proper disclosure. This dramatic shift has wide implications for the marketing community.Read full article