LinkedIn announced on February 27th the introduction of a new option for brands to embed a “Follow Company” button on their homepages. This follows past initiatives, such as the introduction in 2010 of a “Share” button and “Recommend” button, which seems to be the predecessor of the new “Follow Company.”
A LinkedIn representative said the new button “marks the first phase of LinkedIn’s follower ecosystem that will unfold over the coming weeks.” Though they would not provide any other details, I wonder exactly what they’re trying to develop and anticipate seeing if the community on LinkedIn will find a unique use of the feature that would differentiate it.
Twitter announced February 29th that mobile ads will start rolling out for its iPhone and Android apps starting this week. Promoted tweets will now appear in mobile users’ feeds (just like a regular tweets) and promoted accounts will appear in the app’s “who to follow” section. This is in addition to the promoted trends and promoted tweets that have appeared when searching in the app since fall of last year, as well as promoted tweets already appearing for users of the HTML5-enabled mobile site (m.twitter.com). This move is key to reaching the full potential of audience for Twitter ads, since 55% of monthly active users access Twitter through mobile phones.
Because inventory for all ads—desktop and mobile—is the same and because advertisers can’t target mobile users specifically, there is no additional cost to serving ads to iPhone and Android users. They will initially appear only on Twitter’s official app, so they won’t affect third-party apps like Echofon and UberSocial—at least until more debate and possible negotiations with these providers pan out.
The Marketing Society is well-known as the best way a Sternie can spend his or her common hour, and today was no exception. Upon walking in, members were greeted with two big platters of delicious sushi, which were gone before I could snap a picture of the neatly packaged trays (darn!), even before today's guest could even make her way to the front of the room!
Speaking of our guest, we were warmly greeted by Meryl Macune, VP of Global Digital Marketing at Estee Lauder. She arrived without a powerpoint or set agenda, but was excited to share her story and engage us in a conversation about her own story, and anything else the members were interested in.
Meryl started off discussing her path to Estee Lauder, but after transitioning to the topic of marketing the digital world, she opened the floor up to questions. She discussed Facebook's timeline and brand pages, how to analyze new media (such as Pinterest), how digital media can evolve a brand, and other interesting topics. It was very interactive, and overall informative. This event was a perfect example of what Marketing Society does best--it gives students a glimpse of the real, current world of marketing by bringing in professionals who offer their perspective, and help students learn they want to know.
I walked into the GMA Mentoring Kickoff and was greeted by the wonderful host, Sammy Mowaswes, and offered a vast amount of sandwiches and cookies. I was glad to immediately feel welcome because I didn't know what to expect of the GMA mentoring beforehand. I was particularly nervous because I'm not a marketing major, but I quickly saw that my major wouldn't be an issue. Everyone in the room got to briefly describe who they were, whether they were a mentor or mentee, their interests and other basic information. Immediately after I was paired with my pre-assigned mentor, Roshan Varma, and we were put into one of two groups of mentees and mentors to mingle. Both groups discussed favorite and least favorite superbowl ads and Sammy facilitated the talks.
After we mingled with the other mentors and mentees, Roshan and I were able to speak on our own and learn about each other. He was extremely helpful. He was able to answer my questions about graduate school, recruiting, industries and life in general. Since then Roshan and I have met for coffee, and kept in touch through e-mail and Facebook. He has been amazing at finding and recommending things for me to read/watch/attend that are in my fields of interest.
I'm glad I was able to participate in the GMA Mentoring Kickoff and find an awesome mentor. I'd reccomend it to anyone who'd like additional guidance from an MBA student.
- Wendy Escobar, Class of 2013