Recent Posts

The Big Brand Theory: adidas Inspires Action

RicDragon
Lia Vakoutis, head of digital strategy at adidas America, joined me in an interview to discuss the brand's approach to social media. Like many sportswear manufacturers, the social media audience can be quite diverse. A died-in-the-wool soccer fan is not likely to be interested in your content on golf. adidas has, as a result, developed many different pages to address the different audiences.
The Big Brand Theory: adidas Inspires Action

The Big Brand Theory: Pizza Hut

RicDragon
With many individuals participating in the brand's community management, how does Pizza Hut maintain a consistent brand voice? Bromberg responds, "Just like people, the brand voice evolves over time. Although my team is the only one creating content we absolutely have a ton of perspectives and ideas that come from all over the organization and all over the community.
The Big Brand Theory: Pizza Hut

The Big Brand Theory: American Airlines Busts Silos

RicDragon
Jonathan Pierce, Director of Social Media Communications at American Airlines, talks about his organization's silo-busting philosophy. "From the moment we set up our social team, our focus has been creating an independent, integrated social team consisting of all disciplines rather than harken back to the silo-driven approach where you have social embedded into different functions - not seeing it as one."
The Big Brand Theory: American Airlines Busts Silos

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