fan-connect

SocialRank for Connecting with Fans

Over the past two months we’ve been highlighting ways that individuals, brands, and agencies can use SocialRank. The use cases range from business travel and recruiting to politicians and local events.

Today we are going to talk about using SocialRank for connecting with fans. Musicians getting diehards backstage for VIP access. Authors inviting readers to stops on their book tour. Any profession that accumulates fans will find SocialRank useful for facilitating meaningful and authentic interactions.

Here are a few ways to approach using SocialRank for connecting with fans. (If you want to skip all this and just see real-life examples, click here or scroll to the bottom).

Finding your most engaged fans

most-engaged-chicago

The most obvious way to connect with fans on SocialRank is by identifying your most engaged fans. Sorting your followers by “Most Engaged” will return a list of followers who have engaged with you at some point in the past 7 days (through retweets, mentions, and replies on Twitter and hearts, comments, and tags on Instagram).

Once you have your followers list sorted by “Most Engaged,” maybe you’re interested in specifying just those who are located in Chicago, where the next stop on your book tour is. To figure out who these Chicago-based fans are, use the Location filter to fine-tune this list even further.

Finding your fans with the biggest audience

Screen Shot 2015-09-02 at 11.51.41 AM

Another way to use SocialRank to connect with fans is to reach out to followers who have huge audiences themselves. You can do this by sorting by “Most Valuable” or by “Most Followed”. To really hone in those who are “public figures” in their own right, activate the Verified filter to only display verified accounts. Note: Verified filter only applies to Twitter.

What’s the logic behind this? If you want news of your next gig at Webster Hall to diffuse effectively through Twitter and Instagram, it’s useful to reach out to valuable followers. These fans can help you spread the word by letting their own followers know about the show. This tactic works well in amplifying the message when coupled with a strong marketing campaign through your own channels.

You found your followers. Now what?

Next steps from here generally break down into two paths– digital or in-person. Let’s walk through both.

Digital

This approach is the easiest and most scalable way to interact with the followers you identified in the steps above. This could be as simple as prioritizing whom to engage with on a day-to-day basis (via favorites/RTs/replies/mentions/tags).

A second, more time-intensive digital strategy is to set up digital video chats, Q&As (like reddit’s AMA), and community account takeovers (for brands or individuals). A digital connection is the new autograph, so get signing.

In-Person

This approach brings your digital footprint and gives it some real-world heft. In-person engagement is still the most authentic way to connect with your audience (duh). You can do everything from local surprise-and-delight campaigns, invitations to premieres/screenings, backstage passes, meet-and-greets, and studio sessions.

There are a lot of creative ways to blend digital and in-real-life strategies and engage your audience. Used effectively, they’ll go a long way to energize your core fanbase, as well as attract new fans.

Use Cases

That’s enough of us telling you what this would hypothetically look like. Let’s show you what people have already been doing to leverage SocialRank to engage with their audiences.

Christina Perri
In April and May, musician Christina Perri and her team found highly engaged followers on Instagram, publicly rewarding them with special treats. The results were fantastic.

 

 

 

 

Kevin Spacey

Kevin Spacey’s team recently used SocialRank to find a Napa-based fan on Twitter to invite to a concert Kevin was putting together.

 

 

Muhammad Ali
Muhammad Ali’s team used SocialRank to find three fans on Instagram and sent them some sweet Under Armour-branded Muhammad Ali tees. You can see in the comments how many people asked where they could buy these shirts.

 

We’re always hunting for interesting ways people have been using Twitter and Instagram to energize their audiences. If you have any other suggestions on how this can be done, please hit us up at [email protected]!

 

obama-palin

Running a Better Smear Campaign

Last week, we wrote about how politicians can galvanize their existing social media audiences to help with turnout at local events. In startup-speak, this would be an example of retention/reactivation marketing.

This week, however, we want to talk about how politicians can acquire followers (and possibly, votes) away from their competitors. We’ll be using our Market Intel product to show you how a political campaign can use Twitter to achieve these ends.

Competitive Intelligence

Election season is inherently competitive– each candidate is jostling for position with not only the opposing party’s candidates, but also with candidates of their own party. So using social media to benchmark your audience with your competitors’ can create a huge advantage.

There are three main ways we’ve thought of using Market Intel for this type of competitive analysis:

1. Trends Comparison

 

trump-clinton-overlap

If you are one of the 16+ Republican candidates for the 2016 election, your social media team could run each of these accounts and use the “Compare to Another Account” filter to see to what extent followers overlap (or don’t overlap).

For example, suppose that Rand Paul’s team is going negative on Donald Trump with his commercials. To partially gauge the effectiveness of this smear campaign, the team can then see whether the overlap of followers between Paul and Trump is increasing over time (or if this overlap is decreasing in favor of Paul). This would indicate to some degree that something is working. Or maybe it just means Trump is continuing to shoot himself in the foot with his TV appearances.

2. Promoted Tweet Campaign

 

trump-hilary-latino

 

A more direct way to use Market Intel is to run a Promoted Tweet campaign with a highly tailored audience.

filters-politics

 

In this case, Rand Paul could tailor his messaging only to those who 1) follow both him and Trump, 2) self-identify as Latino, and 3) have Tweeted in the past 90 days (meaning that their accounts are probably not inactive). This list can then be exported to a CSV and uploaded into the Twitter Ads platform.

Hooray for better smear campaigns.

3. Running “Affiliated” Accounts

While the previous examples are more on the competitive nature of Market Intel, this use case is focused on leveraging possible “affiliated” accounts.

A candidate could see who their own Most Valuable Followers are, and then run a Market Intel report on them:

 

pitbull-republican-followers

 

Pitbull is one of Donald Trump’s Most Valuable Followers. Trump’s team could dig into Pitbull’s followers using Market Intel and filter them by keyword/interest (“conservative,” “Republican,” etc) and location (ex. a swing state or important region). This would expand Trump’s list of potential new followers.

In general, we think social media is an interesting place for candidates to find an edge for their campaigns. If you reach out to followers with good data and common-sense targeting, you won’t waste as much time on trying to get their attention. We’ve just highlighted a few ways political campaigns of all kinds use social media; we’ll keep our eyes peeled for any other interesting case studies.

 

https://www.flickr.com/photos/gageskidmore/5440002785

SocialRank for Politicians

With a contentious U.S. Presidential Race coming up, every candidate seems to searching for anything that will give them an edge on the competition. And while the race will ultimately be decided at the polls, the battle for the public’s good graces is increasingly being played out on social media and television (as is evident from The Donald).

So running a series of bland commercials and uninspired local events is probably a recipe for disaster.

There’s a huge opportunity here for political campaigns to leverage their online audiences for real world engagement. Through our work at SocialRank, we’ve seen countless brands successfully run local events through analyzing their social media follower data. Brands find a mix of their biggest, most influential, and most engaged fans in a particular city and invite them to any events their running.

We’d love to start seeing politicians do the same. Here’s how we see them accomplishing their campaign goals with SocialRank.

1. Finding Their Biggest Followers in Specific Towns

madison

Pundits frequently use turnout at campaign events as a proxy for how much a particular town likes a candidate. When organizing these local events and rallies, having this type of “IRL” (in real life) engagement could give a candidate the edge in a hotly contested region.

With SocialRank, you can reach out to your biggest followers in these towns. Just filter your followers by location, then sort the list by Most Valuable. Now you have a list of your biggest followers in that small district in Wisconsin that you have to win.

With this knowledge, you can Direct Message (DM) that follower on Twitter and ask them if they’d like to help spread the word about the campaign’s upcoming rally (or if they wanted to come to the event themselves).

This isn’t a new tactic– outreach and endorsement like this is common in almost industry, including politics. Yet SocialRank minimizes the search process and lets you focus more on the relationship-building aspect of your work.

2. Finding Highly-Engaged Local Supporters

nyc

Another effective tactic: communicate with your most engaged social media followers.

On SocialRank, after you’ve filtered your followers by location, you can also sort them by Most Engaged. This organizes your follower list based on who has in the past week retweeted, favorited, replied to, and mentioned you the most. To fine-tune even further, you can apply the Bio Keyword filter (using terms such as “Republican,” “Democrat,” “conservative,” or “liberal”) to keep the signal-to-noise ratio high on your search.

When you find these local supporters, a DM or @mention from the candidate hoping to see them there can be the difference between a good turnout and great turnout. One person with 200 followers might not seem like a lot but when you find 200 people that fit the criteria, having an extra 40,000 people to megaphone a message to can add up!

3. Finding Local Press

cedar falls

All of the best supporters, big and small, can do very little if you don’t have the right press coming to amplify the message. Finding reporters that follow you and are locally-based can help get the candidate’s message to the right people.

Using SocialRank, you can use the Bio Keyword filter to find followers with the word “reporter,” “editor,” “journalist,” “producer,” or “writer” in their bio to come cover the event. Sending them a DM on Twitter (and maybe even offer a 1-on-1 interview) might go a long way. Media plays a huge role in American politics, so to ignore this potential outlet would be foolish.

So there it is – three ways that politicians and their campaign staff can leverage social media to get the word out.

We’re always looking for ways to make SocialRank better. If you have any product feedback or suggestions, please don’t hesitate to hit us up at [email protected] – we really do listen!

cross-promotion

Quantifying the Performance of Brand Partnerships

Last week we released Market Intel for Twitter. This product lets you sort and filter the followers of any public Twitter account. We’ve seen people use Market Intel for everything ranging from customer acquisition and targeted advertising to market research and recruiting.

One of the features we released with Market Intel is a new filter called “Compare to Another Account.”

compare-filter-active

This filter lets you compare two accounts and see the overlap or difference of their followers. Who follows both Audi and Mercedes? Who follows Audi, but not Mercedes? Who follows Mercedes, but not Audi?

The obvious application here is to build stronger tailored audiences for your advertising campaigns. But over the past several months, we’ve discovered another intriguing use case for this filter: quantifying the performance of cross-promotion.

compare-audi-mercedes

What does that mean? Let’s say two brands are partnering together — they agree to post about each other on their respective Twitter accounts.

Before these posts go out, the brands track the overlap and difference in their followers. When the promotion ends, they check the overlap and difference again. In particular, these brands can use this data to ask the following questions:

  • Did the overlap increase substantially?
  • Did the difference increase substantially?
  • Which brand contributed most to any increase in the overlap?

If the overlap in followers increased a lot, this is great news. People who previously followed just one of the brands (or neither of the brands) now follow both of them. This partnership might be one continuing for the long-term (or at the very least, it might make sense to partner again on another cross-promotion). However, there’s the possibility that one brand contributed disproportionately to this increased overlap.

With this new filter, you can effectively quantify the performance of these types of relationships.

donut-bribe

A Revamped Account Refresh

This may not be very obvious, but your SocialRank account doesn’t update automatically.

Actually, this hasn’t been obvious at all (our bad).

Up until now, the Refresh button had been tucked away in the side navbar. But you guys continued to give us feedback wondering why your stats weren’t up to date.

So we’ve gone ahead and done two things:

1. If you haven’t refreshed your account in the past 3 days, you’ll get a pop-up message:

 

refresh-popup

 

2. We’ve moved the “Refresh List” option to the top of the page, where it’s easier to find:

 

refresh-option

 

Eventually we’ll have an automatic refresh. But for now, these changes should make it more obvious when your SocialRank account needs to be updated.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at [email protected] – we really do listen!

 

madmen-muppets

How Sesame Street Revolutionized Product Development

In 2009, Sesame Street aired a short segment that starred buttoned-up muppets in grey suits and spread collars.

The first words kids hear in this piece are from the group’s fearless leader:

“So where are we with the Happy Honey Bear account?”

Over the next couple minutes, the muppets review some designs, trying to find the one that will make them feel happy about honey. One illustration enrages them, while another reduces them to tears. Finally, the last image elicits broad smiles.

This scene is gold for educational programming. Young children learning how to express their emotions see muppets getting angry, sad, and happy just like they do. The vocabulary for these expressions gets repeated over and over so that it sticks.

“Mad, mad mad … Sad, sad, sad … Happy, happy, happy!!”

While this educational framing is definitely important, it isn’t the true genius of Sesame Street.

The real genius is that the producers wrote the scene for two audiences — not just kids, but also their parents. The scene described above is a parody of the popular Matthew Weiner drama Mad Men:

Yes, this entire sketch aims to entertain and educate its primary audience (young children). But it also keeps its secondary audience (parents and caregivers) firmly in mind. All of the small details, from the dramatic intro music to the snappy dialogue (“Good work, sycophants!”), are winks at the adults watching Sesame Street with their children.

Executive producer Carol-Lyn Parente described this phenomenon when she spoke with Fast Company:

“The show has to be furry, heartfelt, educational, funny, and clever for both adults and children.”

This practice stems from the important insight that the needs of all key decision makers need to be considered during product development.

So while a show for young children absolutely needs to be furry and funny for the kids, it also needs to consider the parent looking after them and possibly recommending things to other parents. The show’s head writer Joseph Mazzarino put it this way:

“As a parent myself, I can say that if you’re sitting down for a lot of kids’ shows, you kind of tune it out a little bit or get bored, but if all of a sudden there’s a Sookie muppet up there [from True Blood], you might think, ‘Oh, that’s pretty cool. That looks just like her.'”

Over the 40+ years that the show’s been on air, the slapstick humor that kids love has been sprinkled with a healthy dose of subtle jokes and references that the adults in the room would also enjoy. The result is a show widely held as the gold standard for children’s television.

Two-Level Product Development

This type of development is very similar to the type seen across many successful products in the tech world. Companies like Mixpanel and RelateIQ have baked things into their platforms that serve the needs of not just the daily users, but also the people that they report to and work with.

Wiki-by-Balsamiq
Source: Illuminant Partners

For example, Balsamiq, a mockup tool, serves the purposes of two “users.” The primary user is the designer, who needs to build quick prototypes. The secondary user is the executive, the potential customer, or the product team that will approve or nix potential designs. Balsamiq’s product allows the designer to convey ideas very quickly and clearly to other stakeholders. Without investing weeks upon weeks of time into a version one that might get shot down immediately.

It appears that developing for the needs of multiple decision makers is a key component of the most popular tech products used today (not just Balsamiq).

A few months ago, we dug through StackShare’s publicly-available data to see which tools were being used most frequently, and why. From the 9,000+ votes filed for over 30 of the most widely-used products, we noticed specific types of feedback appearing over and over again.

Almost 55% of all reasons why people used a particular tool were because of either its 1) simple, intuitive design; 2) plentiful free allowances; or 3) third-party integrations:

stackshare-graph In terms of two-level development, these top three reasons make a lot of sense.

First, the primary user often requires an intuitive, well-designed tool — people are busy and need to be able to understand how to use it quickly, right out of the box.

Second, most startups and small businesses are cash-strapped and can’t liberally throw money at new tools, so free allowances provide the runway to try things out without upsetting the COO (a potential secondary “user”).

Third, a product that handles third-party integrations well means that a primary user can seamlessly integrate the product into the suite of tools being used by everyone else in the company.

This all culminates in a happy harmony between the needs of the primary and secondary users.

The Effects of Considering Key Decision Makers

The result of building in close alignment with the needs of vital stakeholders (and not just the primary user) is a product that spreads like wildfire through word-of-mouth — via mailing lists, Quora reviews, water cooler talk, and everything else in between.

In the case of Sesame Street, this meant being called by TIME Magazine “not only the best children’s show in history, but also one of the best parent’s shows ever.” This accolade came after the show’s very first year on air.

But there’s another great side effect to this two-level style of product development. Sesame Street’s Mazzarino had a great script pitched to him a couple years ago. It was a parody of those goofy Old Spice “The Man That You Could Smell Like” commercials. Mazzarino knew the script didn’t fit into the schema of the actual show, but thought it was great and that it would be a hit.

“So I started calling around and interactive scraped together some money somehow with the help of PR, and they shot it and put it up and that was maybe three weeks altogether. That was way different than anything we’ve ever done … I said that maybe it could be a promo. […] And that’s what happened, it became a thing to try to drive people to the show.”

The “Smell Like a Monster” clip got posted up on YouTube and proceeded to go viral. It worked because, after doing two-level product development for years, the Sesame Street team had built a keen eye for what works and what doesn’t. This freed them to take risks that other shows and products probably can’t take.

 

birdman-float

Floating Header

We hate it when we scroll down in an Excel file or Google spreadsheet and the column titles disappear. (There’s a simple solution for this, by the way).

Our SocialRank product used to have this problem, too — whenever you scrolled down, the titles of the sorts and filters would also scroll out of sight.

So we pushed a fix for this– the floating header. Scroll to your heart’s desire, because those filter, sort, and export headers will always be visible.

traveling-header-socialrank

This should make your user experience better when using SocialRank.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at [email protected] – we really do listen!

redbull-ad

Four Concepts from 150 Years of Marketing

Back in 2013, Thomas Piketty published a controversial tome of a book called Capital in the 21st Century (if you haven’t read it yet, I highly recommend it). Early on in Capital, Piketty makes a provocative claim that goes as follows:

“To put it bluntly, the discipline of economics has yet to get over its childish passion for mathematics and for purely theoretical and often highly ideological speculation, at the expense of historical research and collaboration with the other social sciences. Economists are all too often preoccupied with petty mathematical problems of interest only to themselves.”

While reading this quote, I wondered if all words related to “economics” could be replaced with words associated with other disciplines known for having wonky practitioners. Would the conclusion still apply? Maybe this could be a litmus test for bullshit.

Because our day-to-day work at SocialRank revolves around marketing, my Piketty Mad Lib looks like this:

“To put it bluntly, the discipline of marketing has yet to get over its childish passion for brand-building and for purely theoretical and often highly ideological speculation, at the expense of historical research and collaboration with the other social sciences. Marketers are all too often preoccupied with petty “brand equity” problems of interest only to themselves.”

With this re-imagining of the Piketty quote, economics doesn’t appear to be the only “dismal science.” Through our work with brands and our observations on the marketing industry (not to mention our own missteps and delusions), we’ve noticed a couple things.

  1. There are a lot of smart people doing hard work.
  2. No one fully knows what’s working and what isn’t.
  3. In the desperation to figure out what works, the entire industry chases trends. Great ideas become misused, ubiquitous memes.

Racing for Answers to the Wrong Questions

There’s a great work of graphic art by Kosta Kiriakakis that spells out the incredibly important difference between seeking out questions and seeking out answers.

 

kiarkakis

 

Marketers, much like economists, are often sprinting to find answers.

They want answers to questions like: How can we increase engagement across all our social media channels? What’s the lifetime value of customers acquired through TV ads? What stunt can we pull to get our brand in front of as many people as possible?

But what if these questions themselves are half-hashed or not fully thought-through? There is a natural tendency for ambitious organizations and individuals to be “solutions-oriented,” the side effect of which is perhaps to jump into problem-solving before having a solid understanding of the problem itself.

We make these mistakes at SocialRank almost every day. Our product, marketing, and organizational decisions frequently veer away from constantly asking “Why are we doing this, really?” or “What is our desired effect, and how does that actually help us?” or “Are we only doing this because everyone else seems to be?”

Four Timeless Concepts for Marketers

So we figured we needed something to look back on to ground us. We scoured through a lot of literature written over the past 150 years by playwrights, copywriters, creative directors, marketers, and designers. Through this process, four concepts emerged that appear worthy of inking for posterity.

Hopefully some of you will find them useful in your line of work.

 

  1. The Madness of the Crowd
  2. The Strange Lust for Innovation
  3. The Horrible Inconvenience of Results
  4. The Problem of Thoughtless Rigor

 

1. The Madness of the Crowd

From Charles Mackay (Scottish journalist), Extraordinary Popular Delusions and the Madness of Crowds, 1841:

“We find that whole communities suddenly fix their minds upon one object, and go mad in its pursuit; that millions of people become simultaneously impressed with one delusion, and run after it, till their attention is caught by some new folly more captivating than the first.”

From Ryan Holiday (former marketing director at American Apparel), Trust Me, I’m Lying, 2012:

“Blogs criticize companies, politicians, and personalities for being artificial but mock them ruthlessly for engaging in media stunts, and blame them for even the slightest mistake. Nuance is a weakness. As a result, politicians must stick even more closely to their prepared remarks. Companies bury their essence in even more convoluted marketing-speak […] Everyone limits their exposure to risk by being fake.”

Takeaway: If trying to game or “hack” a system, realize that its gaze is probably fixated in a particular direction; make sure you’re positioned noticeably within that gaze. In the right hands, this strategy can lead to huge, important changes in the way society is arranged. At a smaller scale, this strategy could lead to big bucks for you and your company.

However, playing this game is risky business if you want to build something truly valuable and sustainable. The things that attract buzz and hype are often the first things to be abused and tossed aside (mostly because the things themselves become reliant on their own hype).

Example: Product launches at SXSW (Foursquare, Twitter, Meerkat).

 

2. The Strange Lust for Innovation

From G.K. Chesterton (English poet and dramatist), The Thing, 1929:

“In the matter of reforming things, as distinct from deforming them, there is one plain and simple principle; a principle which will probably be called a paradox. There exists in such a case a certain institution or law; let us say, for the sake of simplicity, a fence or gate erected across a road. The more modern type of reformer goes gaily up to it and says, “I don’t see the use of this; let us clear it away.” To which the more intelligent type of reformer will do well to answer: “If you don’t see the use of it, I certainly won’t let you clear it away. Go away and think. Then, when you can come back and tell me that you do see the use of it, I may allow you to destroy it.”

From Bob Hoffman (The Ad Contrarian), Quantum Advertising, 2014:

“Digital has changed delivery systems pipes but it hasn’t changed what’s going through the pipes. Digital advertising looks very much like it did when it was analog.”

Takeaway: Innovation isn’t innovation if you’re just changing the outer appearance of things. Before adding a new feature, or revamping your marketing, or “streamlining” a process, try to understand why the current solution came to be.

Example: The diminishing effectiveness of banner ads.

 

3. The Horrible Inconvenience of Results

From Rosser Reeves (Don Draper’s inspiration), Reality in Advertising, 1961:

“(Of a new commercial starring a stunning actress) Men noticed her beauty. Women noticed her clothes. Only in the back room of a Copy Laboratory did a fact emerge which must be as old as Ur of the Chaldees. Most people could not remember what the lady had to say.”

From Jonathan Salem Baskin (brand strategist), Branding Only Works on Cattle, 2008:

“Branding is based on an outdated and invalid desire to manipulate and control consumers’ unconscious. It looks good and feels good to the people who produce it, but it has little to no effect on the consumer behavior.”

Takeaway: It really does suck when our most clever work ends up not leading to any real results. It sucks even more when we convince ourselves that our work’s positive results are intangible and immeasurable. Sure, that may be true. But it’s probably not.

Example: DirecTV’s new commercial with the bikini-clad woman and the talking horse.

 

4. The Problem of Thoughtless Rigor

From Claude Hopkins (pioneering advertiser), My Life in Advertising, 1923:

“We must never judge humanity by ourselves. The things we want, the things we like, may appeal to a small minority. The losses occasioned in advertising by venturing on personal preference would easily pay the national debt.”

From David Kadavy (hacker, designer), A/A Testing: How I Increased Conversions 300% By Doing Absolutely Nothing, 2015:

“Our world needs entrepreneurs with vision, and if they’re busy second-guessing and testing everything (and often making the incorrect decisions based upon these tests), that’s a sad thing for humanity.”

Takeaway: Creative industries often need more rigor and reason in their approaches to solving business problems. However, that doesn’t mean imagination goes out the window or that we begin over-relying on data instead of training our intuitions to become stronger. Leaning on data while not understanding what the numbers are actually saying is more dangerous than not using data at all.

Example: Evony’s sexist display ads for its video game.

These four concepts are by no means conclusive, but together they appear to cover most of the pitfalls of marketing and selling product. We’d like to keep this list updated, so if you have any suggestions on anything else worth adding, please let us know.

 

SocialRank Daily: Stop using the c-word (creativity)

This is the SocialRank Daily, a newsletter for and by marketers, advertisers, and brand strategists. We hate fluff, and we hope you do, too. Please feel free to forward this newsletter to anyone who would enjoy it. Subscribe via the the form on our blog’s side menu.

Shortform:

Russell Davies, former digital strategist for Nike, Ingenuity Trumps Creativity. The term ‘creativity’ is entirely overused, often as a crutch for the tortured artist type. What is better is ‘ingenuity’ – which is all about cleverness, practicality, and smart short-cuts.

Medium:

Cindy Alvarez, director of UX at Yammer, Build-Measure-Learn? Or Learn-Build-Measure? When should we learn first and then build vs. build first and then learn? It’s too easy to get stuck and focus on the wrong things at the wrong times.

Longform:

Vincent Nguyen of Growth Ninja, Facebook Ads Case Study: Design Pickle Increases MRR by $5.8k/mo. Disregard the fluffy blog post title. Vincent gives us a very detailed look at how a design shop used Facebook Ads to find high-quality customers. This article breaks things down strategy-wise, tactics-wise, and data-wise.

 

SocialRank Daily: The genius of Apple’s iPhone 6 ads

This is the SocialRank Daily, a newsletter for and by marketers, advertisers, and brand strategists. We hate fluff, and we hope you do, too. Please feel free to forward this newsletter to anyone who would enjoy it. To subscribe, click here.

Shortform:

Ben Kay, creative director at Media Arts Lab, “Shot on iPhone 6”. The new iPhone ads show what Apple understands about marketing that many other companies don’t: 1) make the product incredible, then 2) make how awesome that product is the core feature of the “brand.”

Medium:

Dave Trott, old-school copywriter, “In the Beginning Was the Word”. Back in the day, John Wycliffe and William Tyndale were burnt at the stake for trying to translate the Bible into English. The Church feared them. “Anytime anyone can’t or won’t explain things in plain, simple language it’s because they don’t want anyone to know what they do. They’re scared it would mean anyone could do it.”

Longform:

Chris Sacca from Lowercase Capital. “What Twitter Can Be”. Very interesting read even if you aren’t a frequent Twitter user. This piece digs deep into the many possible futures a relatively young company has to make decisions about.