Quantcast
Channel: SmartBlogs » Andy Sernovitz
Browsing all 70 articles
Browse latest View live

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 Article



Andy’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 Article

Andy’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 Article

Andy’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 Article

Andy’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 Article


Andy’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 Article

Andy’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 Article

Andy’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 Article


Andy’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 Article


Andy’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 Article

Andy’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 Article

Andy’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 Article

Andy’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 Article


Andy’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 Article

Andy’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 Article


Andy’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 Article

Andy’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 Article


Andy’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 Article

Andy’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 Article

Andy’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...

View Article
Browsing all 70 articles
Browse latest View live




Latest Images