Andy’s Answers: How Reebok consolidated hundreds of social media accounts
Reebok’s initial social media experiments began like most brands: focused on one-off campaigns and product launches. But in the past couple of years, the company has shifted to a more holistic,...
View ArticleAndy’s Answers: How American Family Insurance added Pinterest to its social...
American Family Insurance has 17 consumer-facing social media presences. While this might seem like a lot, Michelle Wingate, the company’s social media manager, acknowledged that this is small compared...
View ArticleAndy’s Answers: How Aetna enables 35,000 employees to engage in social media
Lauren Vargas was tired of organizations putting community management teams in the corner. So she developed a “playbook” for enabling 35,000 Aetna employees to engage in social media. Her strategies...
View ArticleAndy’s Answers: U.S. Cellular explains how local relationships support...
Before U.S. Cellular even had an official social media presence, Sherri Maxson recognized a star in Sharif Renno, a renegade social media guru who had started a real following and increased sales by...
View ArticleAndy’s Answers: How Dow Chemical made storytellers out of scientists
Dow Chemical’s director of digital and social media, Abby Klanecky, acknowledged that although it’s a Fortune 50 company, few people actually know what Dow does. On top of that, a huge deficit of...
View ArticleAndy’s Answers: How Food Network brought everyone around its social media table
For food people, Thanksgiving is like the Super Bowl. For an event that’s such a big deal, Food Network’s social media director, Kate Gold, and online editor, Sarah De Heer, wanted to include everyone....
View ArticleAndy’s Answers: How McGraw-Hill does amazing things with its social intranet
What could help a huge corporation such as McGraw-Hill operate more efficiently, connect global offices, crowdsource ideas and develop products? Patrick Durando, senior director of global new media,...
View ArticleAndy’s Answers: How GE turns focused connections into big impressions
Working out and living healthy is easier when your friends are doing it, too. General Electric gets this, so the company built a social experience into one of the brand’s key pillars, health, and...
View ArticleAndy’s Answers: How Outback Steakhouse makes superfans superadvocates
Outback Steakhouse Senior Director of Direct Consumer Marketing Ken Bott says the golden rule applies to social media marketing — and following that rule is what turns superfans into advocates for your...
View ArticleAndy’s Answers: How Avon gave their reps the right social media tools
Social media loves beauty brands, and Avon is no exception. But with more than 6 million representatives in 70 markets speaking more than 40 languages and selling five lipsticks per second, the...
View ArticleAndy’s Answers: How McDonald’s created worldwide engagement at the Olympics
Huge international brands have unique challenges when it comes to delivering timely content across multiple channels. McDonald’s is one of those brands with no shortage of interesting content from...
View ArticleAndy’s Answers: How social helped Microsoft make the Windows 8 launch its...
Microsoft’s Windows 8 launch was the biggest the company has done in a long time — and social media played a big role in it. To pull it off, the company had to create a unified front for a huge global...
View ArticleAndy’s Answers: How General Mills took ownership of its brands’ social media...
The words “isolated” and “fragmented” have no place in social media. That’s the reason General Mills knew it needed to bring together its brands, which were “doing their own thing” in the social...
View ArticleAndy’s Answers: How Mattel kept Barbie’s presidential buzz going after the...
Mattel had a clever, timely and inspirational campaign when it put Barbie in for the presidential race. The brand set up news conferences, sponsored events for the White House Project and got the...
View ArticleAndy’s Answers: How Kaiser Permanente feeds its fans’ appetite for videos
While everyone loves video, there’s not a huge demand for perfect video. For Kaiser Permanente, this love of video content offered a great opportunity to show off the stories traditional advertising...
View ArticleAndy’s Answers: How Life Technologies gets enlightened with social media
Social media is great for earning new fans and getting them to talk about you. But for Life Technologies, word-of-mouth was just the beginning of what the company could do with social media. The brand...
View ArticleAndy’s Answers: How Raytheon pulled off live social coverage of a highly...
When Raytheon wanted to cover one of its biggest events of the year, it faced a variety of challenges. Arms-export laws, diplomatic sensitivities and security fears were among the difficulties of...
View ArticleAndy’s Answers: How MGM Resorts made a print ad social after it had already run
Throwing in a hashtag doesn’t count as incorporating social into your traditional marketing. Incorporating social is about making content more engaging by letting it do what traditional ads can’t....
View ArticleAndy’s Answers: How Dell joins conversations about its brand in social media
Jason Duty, Dell’s director of global social outreach services, says that social media for brands is no longer the Wild West: an ungoverned, new frontier. Instead, he says, it’s more like the Blob: all...
View ArticleAndy’s Answers: How Movember’s movement raised more than $100M in 30 days
Like most great word-of-mouth topics, Movember started out as a fun idea: Thirty guys decided to bring back the mustache for the month of November, and people loved it. But by the next year, they...
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