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The Big Brand Theory

January 29, 2015
Priced out of Super Bowl advertising, Newcastle Brown Ale creates a digital campaign that draws attention to its brand and capitalizes on the buzz around the Big Game.
January 26, 2015
Just a quick look at Sandals Resorts' social media presence and you get a real sense of what they provide, an escape captured within each post. In this interview with Tiffany Mullins, Social Media Manager for Unique Vacations, we get a overview of how Sandals uses social across all aspects of their business to build their brand and enhance customer experience.
January 12, 2015
Accuracy in weather forecasting is important, but more than that, knowing where to turn for forecasts and other relevant info is also high on the list. This is something AccuWeather is acutely aware of and their social media presence reflects the importance they place on presence and interaction. I spoke to John Dokes, Chief Marketing Officer for AccuWeather, to discuss the company's approach to social communications.
December 22, 2014
Skippy is one of the biggest peanut butter brands in the world, and their social media presence reflects this - but they recently embarked on a new campaign to underline the 'fun' behind their products, with Twitter playing a big part. In this interview with Skippy Peanut Butter Senior Brand Manager Mike Guanella, we discuss the campaign and how Skippy uses social media.
December 08, 2014
GE is a global leader in technology and innovation. This presence is reflected in their social media presence, regularly creating content that engages and informs their audience. But most importantly, GE displays a solid understanding of how specific social platforms are used. In this interview with GE's Anthony Spargo, we look at how the company approaches social and what informs their content process.
November 10, 2014
As one of the biggest IT brands in the world, Hewlett-Packard has long been at the forefront of the tech evolution. As the space has advanced, HP has adapted in tune, and their social media presence is no different. In this interview, HP's Director of Global Social Marketing McKaela Doherty outlines the company's current view on social and how they use the medium.
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August 25, 2014
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.
August 11, 2014
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.
August 04, 2014
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."
July 21, 2014
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.
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