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Tampons, Baseball, and Social Media: Marketing Update 4/6/12



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Episode #195 - April 6th, 2012


  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday


Baseball Season Kicks Off Socially

  • MLB sent out a variety of trivia questions on Twitter followed by the hashtag #MLB.TV. As followers tweeted the correct answers in response (thereby increasing MLB’s reach), they were given prizes, such as iPads and video game consoles. Over 57,000 responses, and MLB.TV trending for hours, both nationally and globally. The longer it remained a trending topic, the more prizes were given away, giving baseball fans more incentive to keep it going even longer.
  • Created Tumblr and Pinterest accounts for each team and for the league
  • How well did it really work?  #nfl (8k/day) vs #mlb (6k/day) in last 30 days
  • Marketing takeaway

Tampons on Pinterest

  • Kotex did a clever campaign on Pinterest
  • Here's how it worked: The company targeted 50 influential women and analyzed them based on their Pinterest boards — shoes, bikes, photos, wedding dresses, crafts and all. Kotex made them a gift box based on their interests. To get the box, all the lucky ladies had to do was re-pin their gift. Kotex then mailed them the box, completing the buzz-worthy cycle.
  • Results: 2,284 interactions and 694,853 impressions
  • But Kotex board only has 44 pins?
  • Marketing takeaway: More Targeting can lead to more reach.

Social Media Outsourcing on the Rise

Pink Slime Branding Catastrophe

Mitt Romney Gets Funky (with Behavioral Targeting)

  • Romney's advisors cite a survey that says 31 percent of likely voters had not watched broadcast television "live" during the previous week.  And when they did watch television they were skipping the ads.
  • Step 1 - Define the persona:  Surveyed thousands of online users about party affiliation, positions on key political issues and opinions about the president to find who was "potentially persuadeable" = 18 and older, Republican-leaning and strongly dissatisfied with the current administration
  • Step 2 - Find the persona: Using the Web histories of the people who fit that profile (an audience analytics company the campaign has hired, uses algorithms to find other computer users who might have similar political sentiments based on their browsing). Looking at what these people do online — what they read, where they leave comments and what content they share with friends — all helps refine the sample.
  • Step 3 - Use highly targeted ads: In the past campaign speeches often tried to include one line or two to satisfy each type of voter. But increasingly campaigns are figuring out exactly what people like you would need to hear to vote for them, and then giving exactly that message to people exactly like you. Another group of people will hear another message directed explicitly at their concerns. 
  • Marketing takeaway: We have the technology.  Do more targeting.


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