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September 26, 2014
Editor's Note: "Simple, beautiful and ad-free," the tagline for a new social networking site, Ello. The news spread virally this week with some critics claiming it will never replace Facebook and others declaring it the next Facebook killer.  Some brands are already staking their claims while others wait to see if Ello truly is the next social network du jour.  We'd love to hear your thoughts on the matter
Also, fresh from Mobile Marketing Association's SM2 Innovation Summit, brands and marketers share their stories of how they are looking to mobile to augment and jump-start their marketing campaigns to millennials.

Digital PR News

Dunkin' Runs Video Contest For Dark Roast Launch
In another addition to its promotions around National Coffee Day on Sept. 29, Dunkin' Donuts is kicking off a video contest tied to its new dark roast coffee.
MailOnline, BBCAmerica build mobile site engagement via organic campaigns

Executives with MailOnline and BBCAmerica at the Mobile Marketing Association's SM2 Innovation Summit said their media properties are building customer engagement through campaigns that have an organic connection to mobile.
Lincoln exec: Mobile permits engagement with diverse audience

A Lincoln executive at the Mobile Marketing Association's SM2 Innovation Summit said Ford Motor's luxury car brand is reaching a diverse group of consumers on mobile through a combination of the widespread acceptance of the smartphone and Web sites designed to drive customer engagement.
PepsiCo exec: Mobile is front door to Internet of Things

A PepsiCo executive at the Mobile Marketing Association's SM2 Innovation Summit discussed the importance of sending relevant messages in a Q&A with the host of Bloomberg TV's C-Suite, Jeffrey Hayzlett.
Why Instagram is Mercedes-Benz's go-to platform for car launches

A Mercedes-Benz executive at the Mobile Marketing Association's SM2 Innovation Summit said that the brand's wholehearted commitment to advertising on Instagram has developed into a broader community driven by emotional imagery.
Dos Equis scares up mobile engagement with Halloween campaign

Dos Equis is leveraging technology for its Masquerade campaign, including a social media contest and a virtual reality experience, to be introduced for the Halloween season.
Coca-Cola leverages mobile relationships to support active lifestyle initiative

Coca-Cola is leveraging a strong mobile relationship with younger consumers built over time to boost an important company initiative around encouraging  healthy lifestyles.
How to throw an online birthday party like Burt's Bees

Burt's Bees launched the beeday on Sept. 8 with a microsite and promoted Facebook posts and tweets that encouraged fans to submit "happy beeday" wishes. Burt, the company's founder, read some of them live on Sept. 17.
Rise of the enterprise mobile event app

Most corporate event planning teams work on a core portfolio of large-scale and higher-profile events that require immense resources. At these events, mobile event applications are becoming as commonplace as a morning coffee break. 
Microsoft Stories: Best brand storytelling site on the web?

After just a quick peek at the Microsoft Stories site, you can't help but be impressed.

Have a mobile campaign idea?

Theory Digital Group can bring that spark to life.  Contact us for a complimentary strategy session.

Digital PR Best Practices

Is your crisis communication plan really digital first?
This post by O'Dwyers announcing that H+K Strategies (formerly Hill & Knowlton) has officially declared that digital public relations and marketing communications is now the backbone to any organization's communications. O'Dwyers is quite snarky in their comments about this "announcement" by H+K. It's obvious they say, and that H+K is clearly outdated by even having to tout their digital savvy.
What's the cost of digital marketing?

Percolate's latest infographic breaks down the actual cost of various marketing activities.
The Value Proposition for the Digital Landscape
With more money being invested into digital programs, there has never been a more important time to be asking critical questions to ensure that the investment is appropriate to the organization.
Brands: Avoid Social Media Regret with These Five Tips
Everyone has that person in their social media feed, the one who is constantly posting about how much he/she hates her boss or how awful the company in general is. As a PR professional, I cringe every time I see this because I know that brands can and do "listen" to these conversations on social media and these posts should be against their company social media policies (if they have one). In fact, a recent study by found that 29 percent of adults ranging from 18-34 are fearful that something that they post on social media could compromise their current or future job prospects.
Google Analytics for PR
Tools such as Google Analytics inform our integrated PR, social media and content campaigns on a regular basis, whether tracking for campaign success metrics or more insight-led work.
Download PDF
How to Make Social Commerce More Appealing
Social commerce isn't new, and Twitter's recent announcement of an in-tweet "buy" button is yet another effort to fuel customer purchases via social. But how many digital buyers in the US actually take the final leap on a social platform? Not too many, according to August 2014 polling by Harris Poll for DigitasLBi, which found that just 5% of US adult internet users had made a purchase on a social network such as Facebook, Twitter or Pinterest.
Why Rumors Outrace the Truth Online
Everyone knows there is dubious information online, of course, but estimating the magnitude of the problem has been difficult until now.
Social Network cheat sheet
This social network cheat sheet has been developed to help anyone looking to amend their social media channels, specifically allowing you to quickly check the best formats for posting pictures and videos across Facebook, Twitter, Google+, Instagram, Pinterest, Vine, Foursquare, Snapchat, Tumblr, YouTube, LinkedIn and Vimeo.

Shedding Light on How Americans Use Mobile Apps
Mobile has fast emerged as the primary platform for media consumption. However, as advertisers try to figure out how to best use mobile advertising to effectively reach their target audiences there is some hesitation around allocating budgets for mobile ad campaigns. Without context on how consumers are spending their time in the mobile environment, advertisers are left in the dark as to the best strategies to plan and execute these campaigns.
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