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The Big Brand Theory: Cosmopolitan

RicDragon
While Facebook and Twitter have been the predominant platforms for Cosmopolitan, the brand has also experienced some success on other platforms. Benson says, "I think all of our networks as having their own personality. Different things perform better or in different ways on different networks.
The Big Brand Theory: Cosmopolitan

The Big Brand Theory: Threadless

RicDragon
In 2000, co-founders Jake Nickell and Jacob DeHart pooled a thousand dollars and started Threadless. The basic idea of the company was, and is still, that designers and artists can post design ideas for t-shirts. Members of the web site's community, now made up of over 2 million people, vote for their favorite designs. The winners' designs are then printed onto tee shirts and other apparel and sold, with some payments going to the artists.
The Big Brand Theory: Threadless

The Big Brand Theory: The X Games

RicDragon
With its vast library of professionally created sports images, one of the X Games' big endeavors is the sharing of images through social media. As the brand becomes more image-based, Katie Richman says, “I’m hoping that we’re thinking first about content distribution as much as we’re thinking about making great content.”
The Big Brand Theory: The X Games

The Big Brand Theory: Hyundai, Soccer, and Zombies

RicDragon
Jon Budd, Senior Group Manager of New Media at Hyundai Motor America says that he loves working for the brand. "We're a challenger brand," he says. "So we're able to 'punch above our weight a bit' and in doing so have to be a little daring and risk-taking and not do that traditional mainstream marketing."
The Big Brand Theory: Hyundai, Soccer, and Zombies

The Big Brand Theory: Elle.com Social Strategies

RicDragon
Elle is the world's largest fashion magazine. The English language Facebook page has 2.2 million likes, while the Twitter account has 2.28 million followers. Even the Google+ page clocks in with over three million followers. In May 2014, the site elle.com received nearly eight million unique visitors.
The Big Brand Theory: Elle.com Social Strategies

The Big Brand Theory: Big Blue Is Social Business

RicDragon
On the IBM SocialBusiness team, Amber Armstrong has the responsibility for market-making and evangelism. Armstrong shared some insights about the work going on at IBM, first addressing much of the public misconception about social business. "People think a social business is social media...IBM sees it quite differently."
The Big Brand Theory: Big Blue Is Social Business

The Big Brand Theory: TD Bank's Social Customer Service

RicDragon
TD Bank follows up with all customer engagement, and measure what they call a “Customer WOW! Index.” This same set of metrics is used for social media, just as it is with any other form of customer engagement. “The key to using [social media] well,” Vijay shares, “is really staying true to who you are as a company and what you stand for."
The Big Brand Theory: TD Bank's Social Customer Service

The Big Brand Theory: Wet Seal Meets Its Fans on Their Favorite Platform

shaybmoser
“We saw Snapchat as an opportunity to expand the brand's existing communication with their core audience of mobile natives while providing the brand with a first-mover opportunity,” says Leslie Hall, president of Wet Seal’s agency, ICED Media. “The engagement rate is the highest we've seen across any platform.”
The Big Brand Theory: Wet Seal Meets Its Fans on Their Favorite Platform

The Big Brand Theory: Dunkin Donuts and Its Community of Fans

RicDragon
Jessica Gioglio, Social Media Manager at Dunkin Donuts, discusses with me some of the energy that emerges around the brand in social media: "We have this amazing fan community that really views Dunkin Donuts as a daily ritual. As a result of that, our mantra is that we don't own our social media channels; our fans do."
The Big Brand Theory: Dunkin Donuts and Its Community of Fans

The Big Brand Theory: Univision's Magic with the Second Screen

RicDragon
David Beck fires off statistics about a range of subjects including Hispanics in the US, television, and social media. "The Hispanic population in the US is like a country within a country," Beck quips. "If you separated it out, it would be the second largest Spanish-speaking country."
The Big Brand Theory: Univision's Magic with the Second Screen