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Deepening Consumer Engagement With Love
Deepening consumer engagement with love, Bonin Bough on RebelMouse

Bonin Bough, a senior marketing executive for super-brand Mondelēz believes that mobile channels represent the greatest opportunity for brands to engage with consumers. He has been working with RebelMouse to help his brands plug into the new real-time, social, mobile ecosystem. B. Bonin Bough is the VP of Global Media and Consumer Engagement for Mondelēz International, a $35 billion company that used to be the snack division of Kraft Foods, controlling brands like Ritz, Oreo, Chips Ahoy!, Toblerone, Trident gum and many others. Before this he was Director of Digital and Social Media at PepsiCo.


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Beyond Buzzwords: A Look at Content Marketing Today

Family-oriented holidays like the Easter/Passover ones this week create a particular type of dilemma for startup entrepreneurs: how do we explain to relatives what it is we actually do?

While buzz phrases like "content marketing" and "native advertising" may be necessary evils in our daily business routines, they’re rendered fairly useless when confronted with an inquisitive uncle.

Let's take "content marketing" for example. Particularly in today's world, "content" is everywhere and not always in a good way. Only someone who's been making ads for a living would see it as an upgrade being in the content business. No self-respecting journalist or artist would see calling what they produce “content” as a good thing. I can imagine the New Yorker cartoon now, where the caveman declares himself the first content marketer...

What people generally mean when they refer to “content marketing” is that, while originated by a marketer, the primary goal of the communication is not to stimulate desire for a product, make a brand famous or lead a customer down a purchase pathway. The primary goal of the so-called "content marketer" is to provide something of value to his/her audience in the here and now without asking for anything in return. David Ogilvy's Guinness Guide to Oysters is the classic example of this type of marketing, circa 1950. Of course, anyone familiar with Robert Cialdini's treatise on influence knows exactly where this sort of generosity leads in the long-run (hint: it's called the law of "reciprocity" for a reason), but the immediate experiences feels more like editorial than advertising.

If "content marketing" and its close cousin "native advertising" are not so new, where does that leave us at the dinner table as we try to explain what it is that we’re spending all this time and energy innovating around? It's true, the best marketing has always been about connecting people (often through content) to products, services and ideas that add value to people's lives through some combination of information, entertainment or community. Only now, the “Give First, Get Later” value exchange is more important than ever.

David Ogilvy was a rebel who helped lead the way to a better form of marketing. What for many years was a call to action from a few voices in the wilderness is today, thanks to infinite media choices combined with the arrival of the greatest filtering mechanism ever built (i.e. Facebook), an imperative.

Not only are the stakes much higher, but the opportunity is also much richer. For us at RebelMouse at least, we are particularly excited about two things:

1. Inspired content can now live in a lot more places than ever before

2. Inspired content can now expand and evolve continuously, with a lot more participation than ever before

To go back to the oysters example, Ogilvy's carefully-researched copy was brilliant when it appeared in print. But, were he alive today, he might want to put that guide onto Guinness's web site and within their social stream (I would certainly RT a line like this: "It’s said that oysters yawn at night. Monkeys watch for this and then pop small stones between the shells," wouldn’t you?) He might also want to replace Guinness’s product-centered ads with the latest oyster factoids as he uncovered them, or create a mobile app people could take with them to the local oyster bar. RebelMouse would let him publish to all of these places effortlessly, and format the guide so it looked perfect in all of these medium.

The second part of what we’d do today that’s categorically different is that we’d enable participation. This can be somewhat more controversial. Purists would argue that Ogilvy’s guide was perfect in its singular voice and design simplicity and could not be improved upon by the masses contributing Instagrams of their favorite #bluepoints or #lynnhavens by the millions. While there’s some validity to this argument, we believe at Rebelmouse that no idea exists that can’t get better with participation. It doesn’t have to be participation by the millions. Guinness could launch a network where the 12 best oyster fisherman share their craft, or expert biologists tell us more about the species and their habitats, or people petition to save the Chesapeake Bay oysters. (All of these are elements of what our software enables, on sites like TheDodo.com.)

So my summary for that inquisitive uncle will be: RebelMouse helps great content reach more people, in more places, and (using the variety of social media options now available to us), makes it more participatory, so that inspired content can grow even greater. And if they want a demo, we will happily oblige come dessert time.

-- David Spitz

Turn Twitter Favorites into an Engagement Powerhouse

As a brand, one of the most valuable things you can do for your community is show them love. While creating a community hub should be a fundamental part of your campaign, driving traffic to it is another challenge altogether. Simply promoting the page through ads or social has its success, but a powerful strategy is directly telling community members they are individually highlighted.


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Knowledge is Power: Sort Content by Popularity with RebelMouse

The best decisions are data-driven decisions. That's what our mothers always told us, at least. That's why we are constantly striving to give RebelMouse users access to the most actionable data to guide content decisions, such as freezing, highlighting, or serving into real-time ad units. 

We're thrilled to announce a new feature available to enterprise partners that allows users to sort content in drafts in exciting new ways. From the draft tab on your RebelMouse page, you now have the option to sort content in three ways: 


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Millennials Changing How Content Is Made and Shared
In a recent Social Media Week panel on how millennials are changing the way we share content, RebelMouse Head of Consumer Megan Berry and a panel of experts discussed what marketers and brands should expect. Catch the video here, and read the top five quotes below. 
  1. "This microgeneration of your friends that you hang out with has no name. You don't think of it as millennials."  - Megan Berry, RebelMouse (@db)
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Reinventing Our Brand Marketing Ecosystem
Re-inventing our brand marketing ecosystem, Bonin Bough on RebelMouse

Bonin Bough, a senior marketing executive for super-brand Mondelēz believes that mobile channels represent the greatest opportunity for brands to engage with consumers. He has been working with RebelMouse to help his brands plug into the new real-time, social, mobile ecosystem. B. Bonin Bough is the VP of Global Media and Consumer Engagement for Mondelēz International, a $35 billion company that used to be the snack division of Kraft Foods, controlling brands like Ritz, Oreo, Chips Ahoy!, Toblerone, Trident gum and many others. Before this he was Director of Digital and Social Media at PepsiCo.


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