social media

Friday, 20 September 2013

Marissa Mayer Converts Users to Yahoo One Retweet at a Time

By Seth Fiegerman2013-09-19 17:06:50 UTC

Marissa Mayer has worked to bring back users to Yahoo by improving its products. On Thursday, she took a different approach: Twitter.

Over the course of several hours on Thursday, Mayer retweeted and replied to nearly a dozen people on Twitter who pledged to make Yahoo their homepage in exchange:

Screen Shot 2013-09-19 at 12.33.34 PM

Mayer even retweeted one user who promised to stop making fun of Yahoo's new logo, which has been widely criticized by users and the media:

Screen Shot 2013-09-19 at 12.31.23 PM

Since taking over as CEO at Yahoo last year, Mayer has occasionally used her Twitter account to share news about the company and respond to customer service complaints, though this appears to be the most she has engaged with users to date.

Mayer isn't the only CEO to engage with customers on Twitter from time to time. John Legere, CEO of T-Mobile, has responded to customer complaints on Twitter, as has News Corp. founder Rupert Murdoch.

What do you think of Mayer's strategy? Share in the comments.

Image: Jemal Countess/Getty

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'Burlington Coat Fact' Is the Parody Twitter Account You've Always Wanted

By Todd Wasserman2013-09-19 17:00:58 UTC

In the vein of Condescending Corporate Brand Page, someone has created a fake Burlington Coat Factory Twitter account that provides trenchant satire about social media marketing.

The @BurlCoatFactory account, which had around 5,000 followers at this writing, could pass for a real corporate Twitter account — in fact, Burlington Coat Factory mistakenly linked to the account from its website recently. A closer read reveals that many of the tweets are nonsensical and absurd. Here are a few of the greatest hits:

Yes it is halfway to the week but since when. #coats
— Burlington Coat Fact (@BurlCoatFactory) September 18, 2013

The cat said stop in today and purrrrrchase a #coat
— Burlington Coat Fact (@BurlCoatFactory) September 12, 2013

Today we remember many thing
#DontForgetting
— Burlington Coat Fact (@BurlCoatFactory) September 11, 2013

For planning of the weekend what are they? Shopping?? Yes #coats
— Burlington Coat Fact (@BurlCoatFactory) August 16, 2013

Tell us if you have a new coat! Use hashtag #YesIHaveANewCoat to tell us if you have a new coat.
— Burlington Coat Fact (@BurlCoatFactory) August 14, 2013

How is your day, today? Was it yesterday? #coats
— Burlington Coat Fact (@BurlCoatFactory) July 30, 2013

Tell us your favorite parody Twitter account in the comments below.

[via New York Magazine ]

Image: Getty/Tim Boyle

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Marissa Mayer Converts Users to Yahoo One Retweet at a Time

By Seth Fiegerman2013-09-19 17:06:50 UTC

Marissa Mayer has worked to bring back users to Yahoo by improving its products. On Thursday, she took a different approach: Twitter.

Over the course of several hours on Thursday, Mayer retweeted and replied to nearly a dozen people on Twitter who pledged to make Yahoo their homepage in exchange:

Screen Shot 2013-09-19 at 12.33.34 PM

Mayer even retweeted one user who promised to stop making fun of Yahoo's new logo, which has been widely criticized by users and the media:

Screen Shot 2013-09-19 at 12.31.23 PM

What do you think of Mayer's strategy? Share in the comments.

Image: Jemal Countess/Getty

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Watch an 'Honest Take' on Chipotle's Scarecrow Ad

By Lauren Indvik2013-09-19 17:53:02 UTC

Last week, a beautifully animated short video introduced the web to a fantastical, dystopian future — one in which a monolithic factory farming operation, Crow Foods Inc., controls all food production.

Animals are confined, abused; consumers are all served the same bland, artificially engineered food in uniform takeout boxes. The enchanting voice of Fiona Apple and the sad expressions of the video's protagonist — a brave farmer-scarecrow who recognizes that not all is right in this new world — make for a moving video, one that's racked up more than 5.7 million views on YouTube.

The video isn't a PSA, funded by a non-profit advocating for animal or farmer rights. It is an ad for Chipotle, makers of upscale fast food that comes in a few simple templates — burritos, burrito bowls, tacos, quesadillas — in takeout bags that remind me more of Crow Food Inc.'s fare than the scarecrow farmer's alternative. As lovely and moving as the video is, I can't make the connection with the brand that sponsored it (even if it's a theme Chipotle has played on in the past).

Apparently, Funny or Die also struggled to make the connection, which has released a modified, "honest" take on the video.

Here's Funny or Die's version:

And here's the original version:

Which one rings truer to you?

[via Grub Street]

Image: Chipotle

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Does Your Business Need a Full-Time Social Media Team?

By Todd Wasserman2013-09-19 14:57:07 UTC

While some small business owners need convincing that social media can help their businesses, Steve Acree doesn't have any doubts. He doesn't have any time, either.

Acree, founder and owner of Memphis, Tenn.-based Seismic Audio, says he and his staffers went whole hog on social media for two weeks in August, but soon realized that the time-consuming strategy compromised their regular workload. "I found myself late to some meetings because I was trying to write a post or find a picture to post," Acree says. "It was much more of a time commitment than I originally thought."

The fortnight of frenetic activity reaped some benefits. When we checked in with Seismic a month ago, the brand had around 70,000 fans. Now it has 73,000. The brand also picked up 150 Twitter followers, about two-thirds of which are "legit," Acree says. "We were tickled."

So far, most companies in our Social Media Makeover series have either reaped modest benefits or have seen little or no improvement. Seismic's case was a bit different — the company realized that its social media outreach was working, but also grasped the fact that it lacked manpower for the job.

Seismic didn't lack for direction, though. Mashable hooked Acree up with a social media marketing consultant Ernest Barbaric, a member of our Small Business Panel. Barbaric recommended, among other things, that the company post more often and use non-promotional content on social media outlets. In addition, Barbaric suggested that Seismic do some soul-searching in order to more effectively stake out brand positioning. Acree says Barbaric gave solid advice. "He knew his stuff and we're doing what he said," Acree says.

A look at Seismic's Facebook Page shows perhaps more promotional messages than the 10 to 1 ratio (non-promotional to promotional) that Barbaric advocates, but the content is fairly engaging and unique — like this Facebook post, which riffs on the name of electronic artist Deadmau5:

The mix of content also includes some seriousness as well as ties to Seismic products. For instance, a Sept. 11 post includes a link to a famous Budweiser Clydesdales ad that ran only once on TV in order to commemorate 9/11. On a more promotional note, this Facebook update features a DJ setup that a Seismic fan recently used:

After realizing that he needed to divert his workers (and himself) back to the company's bread and butter, Acree placed Seismic's social media presence in a holding pattern. "It just comes down to doing the work," says Barbaric. "It is a commitment, but so is sales."

Barbaric says that an in-house social media facilitator isn't the solution for every business. "I've worked with small companies that have a dedicated person and big companies that don't," he says. "It all depends on which eggs you want to put in which basket."

Acree has decided that Seismic needs a full timer. (Any readers interested in such a position — and in living in Memphis — should contact the company here.) Not everyone goes that route, however. For companies that can't bankroll another staffer, Barbaric has a word of advice: "If you have a limited amount of resources, it would be a good idea to lower the amount you do; focus on three things rather than four."

Image: iStockphoto, Blueraymac

http://www.istockphoto.com/user_view.php?id=1919978

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The JOBS Act: What Investors Need to Know

By Adam Popescu2013-09-19 15:17:37 UTC

On Monday, a new law takes effect that could change the face of startup investing.

The Jumpstart Our Jobs Act (a.k.a. the JOBS Act, which has nothing to do with jobs) is a bill that President Obama has called "game-changing" for its ability to help startups grow, hire and raise funding. Perhaps the most valuable (and least understood) part of the law is how it will alter the rules of startup advertising and investing.

Per the bill, the SEC will lift a 80-year ban on general solicitation of accredited investors (accredited refers to anyone with a net worth of $1 million, annual income of $200,000 for the last two years, or $300,000 combined with their spouse). This means startups can advertise everywhere — from billboards to television commercials.

For most, these changes remain a legal gray area filled with more questions than answers. To help shed some much needed light, here are three key tips for entrepreneurs on the do's and don'ts of the new law.

Businesses are free to advertise their funding needs as they see fit. This means "anything from highway billboards, newspaper ads, or crowdfunding platforms," explains Judd Hollas, the CEO of EquityNet, a crowdfunding company that has raised more than $200 million analyzing privately-held businesses and estimating valuations, risk and investment return.

Hollas tells Mashable this advertising change will be a shot in the arm for startups. "Thousands of previously inactive accredited investors will expand the available pool of capital for young businesses," he says.

Another crowdfunding option is Invested.in, a white label solution for companies looking to create custom fundraising platforms. The Los Angeles startup already powers sites for brands like Coca-Cola and ATB Financial.

In 2012, Invested.in partnered with Xpert Financial's Adam Draper, the son of mega Silicon Valley VC Timothy Draper. The two launched a startup marketplace turned accelerator called BoostFunder for both eager startups to raise up to $1 million and for investors to browse and pledge investments. The format is Kickstarter meets AngelList.

Before accepting any money, businesses must verify that all investors are accredited. Previously, only self-accreditation was required, but now potential investors must disclose income, assets and financial statements, as well as fill out Form D with the SEC.

"Business must actually ask for documentation from the investor that supports their accreditation status, based on income, assets, or other qualifications," Hollas says.

But it may not be as easy as asking, warns Alon Goren, the founder and president of Invested.in. Goren thinks the added hassle of filing paperwork and revealing a company's financial details may deter some from taking advantage of the change, which he describes as against the spirit of the JOBS Act.

It's a benefit-loss equation every entrepreneur and business must determine for themselves, but no risk equals no gain. Skittish companies may be those without positive revenue streams and profits. You can find more helpful rules from the SEC here.

Investing in a company doesn't automatically equate to earning money. Even a seemingly sure return can turn out to be a big loser. Thus, Hollas advises that investors should always perform due diligence on capital-seeking businesses.

A comprehensive due diligence checklist includes combing through a company's articles of incorporation (tax returns, audit reports, legal tax bills, personal property bills), legal documents and board and shareholder meeting minutes. To combat risk, Hollas suggests investing in a diversified portfolio of startups within different industries.

An iteration of the law in which investors can put money into crowdfunded mutual funds is likely a few years away.

Invested.in's Goren also wants a more streamlined process for businesses and investors and more options without stringent rules.

If enough startups speak up, more changes could be enacted. It probably won't take another 80 years for this law to change again, but it's not an overnight process, either.

What do you think about the new bill? What would you do differently if you were the one writing the legislation? Sound off in the comments.

Image: Chris Potter; Flickr

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Who are your top 6 innovators and entrepreneurial thought leaders?

Yesterday I was asked if I could pick five innovators and/or entrepreneurial thought leaders in the Silicon Valley/Bay area who I could shadow/learn from for a month. I provide six. My list is below:

Elon MuskMitch KaporBen HorowitzSheryl SandbergVinod KhoslaMary Grove

I’m already learning/worked with one on my list. I have five more to go.

Who are your top 6 innovators and entrepreneurial thought leaders that you would like to learn from?

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