Twitter Users Upset Over Mixed Race Fashion Campaign

Social media users in the Philippines are up in arms over a new ad campaign by Bayo, a fashion retail brand for women. Dubbed “What’s your mix?”, it features five mixed-race models in an attempt to portray beauty in racial diversity.

An accompanying manifesto explains the concept of the campaign. “This is just all about mixing and matching,” says the manifesto, which is no longer available on the brand’s Facebook page. “Nationalities, moods, personalities and of course your fashion pieces. Call it biased, but the mixing and matching of different nationalities with Filipino blood is almost a sure formula for someone beautiful and world class.”

Both the photos and the manifesto were met with strong reactions from Twitter and Facebook users, who criticized Bayo for placing a premium on mixed-race models. The brand had previously marketed itself as “proudly Filipino” in the past, so the turnaround came as a surprise to some users, who expressed their dismay over the campaign. Others wondered how it was possible to compute the models’ ethnicity in percentages, which were displayed on the ads.

Do you think the ads are offensive? Let us know in the comments.

[View the story “Twitter Users Upset Over Mixed Race Fashion Campaign” on Storify]

Nevada Declares June 30 Social Media Day

The state of Nevada will officially recognize June 30, 2012 as Social Media Day.

The proclamation joins Nevada with the state of Arizona and the cities of New York, Toronto, Dublin, Las Vegas, Reno, San Jose and San Carlos, Calif. — all of which have recognized Social Media Day since it launched in 2010.

Nevada Gov. Brian Sandoval and Secretary of State Ross Miller, signed the official proclamation, which includes the hashtag #Nevada, on May 30.

Michael Tragash, who helped Reno declare Social Media Day official in 2011, attempted to get a state proclamation signed last year. This year, he teamed up with Demont Daniel, who oversaw the movement that led to the declaration of last year’s Las Vegas Social Media Day, to give it another go. On April 23, Daniel filled out a form requesting a proclamation, and last week he received a call from the governor’s office saying that the proclamation had been approved.

Daniel is organizing Social Media Day 2012 Las Vegas as an all-day event, including a pool party, happy hour and after party. Tragash will again be hosting the Reno event and plans to release details soon.

Mashable began Social Media Day three years ago as a way to recognize the digital revolution — and the event has continued to grow. Participation more than doubled last year with more than 1,400 Meetups and thousands of attendees. This year promises to be even bigger and better.

We’re excited to add Nevada to the list of places that have officially recognized June 30 as a celebration of social media and its ability to empower people to communicate, connect and engage.


Ways You Can Participate

  • Sign up to attend or organize your own event on the Mashable Meetup Everywhere page.
  • Use the #smday hashtag on Twitter, Instagram, Google+ and any other social network of your choice.
  • Find your Mashable Meetup community:


How Are You Celebrating?


Whether you’ve had your event planned for months or are now inspired to get one started, we want to know: What are your plans for Social Media Day 2012? Share with us in the comments how you’ll be recognizing the connected generation come June 30th.

We look forward to celebrating with you!


Social Media Day 2012 Is Presented By Motorola Mobility


5 Ways to Tell if Pinterest is Right For Your Business

social media how toShould you add Pinterest to your social media strategy?

Would you like to benefit from a flood of new traffic as millions of new users join the social media site and search for familiar brands?

Could your business benefit from 482,000 followers?

That’s what happened to author Sherry Petersik, on Pinterest at Sherry @ Young House Love. Talk about an early lead.

In this article I’ll walk you through five things to help you decide whether Pinterest is a good fit for your business.

sherry at young house

Early adopters win big, and it’s still early.

#1: Tap Into the Wisdom of Your Crowd

Look in your Google Analytics. You might have a surprise if you check the traffic referral section and discover that Pinterest is already driving traffic your way.

If so, then your customers are already indicating this is a platform for you to consider investing your time on. They say the customer is always right, and in this case, you might have a very easy decision to make about joining Pinterest.

As a side note, in October 2011, we went through this process. We had no clue about Pinterest until we saw it pop up as a strong source of referral traffic.

google analytics referral

Pinterest’s presence in your referral links data is a great sign.

#2: Audit Your Eye Candy

Do you have any high-quality pictures, video or related visual content developed?

Think creatively about this. It doesn’t have to be a product shot or video. It could be an infographic you’ve had made, a book cover from one of your published works or even an original quote placed onto an image using Photoshop Elements.

The trick here is quality over quantity. To spark a pinning frenzy, you must identify your highest-quality visual content, and then put it within easy reach of Pinterest users.

Put Your Best Content Within Easy Reach

Make your best content pinnable. First add the Pinterest Pin It button to your bookmarks bar, and use it to see how your homepage is currently being treated. (This Pin It button bookmark is how your customers started pinning things for you before you even knew about Pinterest.)

If you’re happy with the results of your Pin It button experiment, great. If not, tweak your site as needed. You want your high-quality content to be as many pixels tall and wide as possible, and have good resolution. I call this process pinnable image optimization (PIO).

The bottom line is that your best stuff needs to be easy to pin from your homepage. It needs to be branded well, visually impressive, and valuable as stand-alone items. This is your first order of business.

Create a unique Pinterest account. When you create your Pinterest account, you’ll want to set up unique pinboards to feature your best visual content. As you pin them into Pinterest, they will be repinned over and over.

#3: Test Your Creative Tensile Strength

Do you already have an ongoing method for creating high-quality visual content? Does the idea of needing to generate this type of content stretch you to your breaking point? Let’s call that a question of your creative tensile strength.

Some small businesses will have it, some won’t.

You’ll need to decide if you can produce a steady stream of really good content. It needs to be niche-specific, and rather than just purely promotional, it needs to help your customers express themselves.

You benefit when you help them display their enthusiasm to their friends.

5 Ideas for Getting High-Quality Content

Re-imagine your product photography from an artistic perspective.
Take your standard product shots, but then take pictures that are more creative. Zoom way in, or find a way to (gasp) set a puppy down next to your product and take a nice shot of the dog. Don’t laugh; you’ve entered the new world of visual-trumps-practical. And as Trump himself would say, “Boring pictures. You’re fired.”

number of repins

Look at the number of repins!

Don’t have physical products? Learn to either create or commission niche-specific infographics. They are all the rage, and if someone on your team cannot make one in Photoshop Elements, then consider shopping around on Fiverr or Elance. You just provide your expertise and let a designer lay it out.

Capture and record. Use Camtasia and record a niche-specific screencast. Upload it to YouTube and then pin it to Pinterest.

Write a post. Start blogging about your niche, and then pin those articles. Make sure you create or find a unique image to accompany each post.

Dig into your archives. Do you have interesting historical content, images, blueprints or artwork that could be photographed? Do you have fantastic blog posts that never had a unique picture embedded? Pinterest is for visual collectors, and if you are the original source of interesting collectible items that can be shared on Pinterest, you could have a goldmine of content on your hands.

#4: Run a Bandwidth Check

Let’s be frank—Facebook and Twitter are labor-intensive. For a one-person shop, the thought of adding another social media burden might be enough to send you over the edge. But don’t worry. There is good news here.

Pinterest is more passively managed than either Facebook or Twitter. Pinterest content has a long shelf life, more like YouTube content. So your contributions are much more valuable, and will provide a longer-term stream of referral traffic. And again, as identified in factor #1, you might already have a fan base building your Pinterest referral links for you.

But even still, someone has got to do the work. So let’s just make this simple. Be honest, do you have the mental and emotional energy or not?

#5: Get a Free Pass if You’re Simply Passionate about Pinterest

Regardless of whether you have any customers pinning, have any initial content to use, have any ongoing source of content or have any personal or organizational bandwidth, you might still be really passionate about what you can do on Pinterest. Maybe you’re an artist stuck in an accounting practice…

In this case, if Pinterest is something you’re passionate about, there is a 100% chance that you can turn that passion into a successful traffic-generating strategy for your small business. It might sound silly, but a passion for visual curation is all you need. You’ll figure everything else out.

The inverse is true as well. You might have customers pinning your content, a nice set of professional items to use as a starting point, a steady supply of high-quality content and the mental and emotional wherewithal to do Pinterest right, but if you’re not passionate about it, then you should stop. Don’t even bother, just agree from here on out that it’s not for you. Pick your best communication platforms and get super-good at using them.

What do you think? I’m interested in what you think about Pinterest, and whether it’s right for your business. Leave your questions and comments in the box below.


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4 Startups Revolutionizing Social Commerce

Michoel is Director of Platform and Product Strategy at Big Fuel, a social media agency. He is also an adviser at Social iQ Networks and VideoGenie and a frequent speaker at social media technology conferences and events. You can follow him @Twabbi.

In 2010 Mark Zuckerberg said, “If I had to guess, social commerce is next to blow up.” He was right. Social media has changed the way we shop online, and the statistics confirm it. About 81% of consumers receive advice from friends and family relating to a product purchase through a social networking site. And the majority — about 74 % — of consumers rely on social networks to guide their purchases.

But the shift from e-commerce to s-commerce has only just begun. Revenues for the social commerce market are expected to reach $30 billion by 2015. This is due to multiple factors, including consumers spending more time on social networks, brands targeting consumers in the news feed (as opposed to fan pages) and advances in technology, such as mobile geo-location shopping apps and enterprise marketing tools.

But who’s vying for this space and what are they doing right? Here are four startups that are making e-commerce social in revolutionary ways.


1. Extole


Big Idea: Extole leverages the power of advocates at multiple touch points to enhance social commerce.

How it Works: Extole is turning one directional marketing on its head. Headquartered in San Francisco, the company is a consumer-to-consumer marketing platform that taps into the power of customer advocates to foster trusted word-of-mouth stories about a brand.

Advocates are targeted at key touch points such as Facebook fan pages, confirmation pages, account pages and dedicated emails. Then the advocates are invited to participate in a branded experience and are rewarded for social sharing. That, in turn, drives awareness and sales. Below is an example where Folica.com invites consumers to participate in a campaign.


 


2. 8thBridge


Big Idea: 8thBridge makes it possible to shop items found in stream on a site like Facebook.

How it Works: 8thBridge, head-quartered in Minneapolis, makes it possible for customers to shop where they socialize. Social Expressions, one of the company’s social apps, turns shoppers into advocates by making it easy for them to more specifically express how they feel about products and offers. For example, instead of ‘liking’ a product, consumers can now ‘want’, ‘love’ or ‘own’ the item of interest.

When people share a brand’s products with their friends, Graphite converts them into “Shoppable Stories.” The product appears in a friend’s ticker and timeline like a video does, with a thumbnail image and a play button.

According to 8thBridge, Facebook users are 18 times more likely to engage a “Shoppable Story” than a link because links mean leaving Facebook (and who wants to do that?).


3. Chirpify


Big Idea: Chirpify taps into Twitter to stream social commerce — without devices or cards.

How it Works: While 8thBridge enhances s-commerce in Facebook, Chirpify takes e-commerce directly to the Twitter stream.

Chirpify turns tweets into transactions, enabling consumers and businesses to buy, sell and donate on Twitter. For brands the process is simple. First, create and tweet your offer with a product image. Second, shoppers reply with the word ‘buy.’ Third, once the customer registers with Chirpify, the transaction is automatically processed and the order is fulfilled. Customers can connect their PayPal account so the money is automatically deducted as they shop.

Below is an example of an organization using Chirpify to enable donations directly within their Twitter stream.


4. LocalResponse


Big Idea: LocalResponse mines consumers’ intent-based social broadcasting (such as check-ins) and in response provides real-time offers on mobile devices.

How it Works: LocalResponse, headquartered in New York City, is a social advertising platform that aggregates public posts and ‘check-ins’ across multiple platforms to help brands and businesses identify intent and respond to it. Brands and agencies use LocalResponse to leverage real-time inventory for mobile activation.

The platform embodies social, local, and mobile. Social by checking-in and broadcasting one’s location, local by helping a national brand marketer reach someone on a local level, and mobile by converting people on their mobile device.

What makes LocalResponse unique is their declarative data set. Targeting data, such as, behavioral, demographic or contextual is usually approximated. LocalResponse’s platform is able to identify where someone is, when they are there, and what they are saying about it. Marketers act on the consumer’s real-time intent by converting people with exclusive offers or coupons via mobile at point-of-sale. Here’s a diagram that outlines this process.


 
These four startups are just the tip of the iceberg. As e-commerce becomes increasingly social, we will see dramatic changes in the way we think about our online shopping. Imagine this scenario: The cookie dough ice cream is running low. A microchip embedded in your freezer and connected to your Facebook account alerts you via Siri: “Your Haagen-Dazs chocolate chip cookie dough is running low—your friend Seth is a fan of Ben and Jerry’s on Facebook and praised Chunky Monkey in a Tweet. Shall I order you a pint?”

Image courtesy of iStockphoto, andrearoad

Trackur’s Social Media Monitoring Dashboard Gets a Sexy Facelift

Just because Trackur is one of the largest and most talked about social media monitoring tools on the web, that doesn’t mean the company has been resting on its laurels.

You may have noticed that I’ve been somewhat of an absentee landlord here at Marketing Pilgrim, but there’s good reason for that. Today, Trackur announces its brand new user interface…and it’s sexy and it knows it!

For the past 6 months, we have been hard at work coming up with a new UI that would take Trackur’s social media monitoring dashboard to the next level. We wanted it to remain simple and quick to use, but at the same time, we wanted to push the design dial all the way up to 11!

I think we achieved that with the newly launched dashboard:

Some things we’re really excited about:

  • Trackur is now completely mobile friendly. As an avid iPad and iPhone user, I wanted Trackur to work natively on mobile devices and tablets. The new UI is responsive to your screen, so adapts to the screen real estate you have available to you.
  • We’ve also tried to cut down on the annoyances of switching between screens. For example, our InfluenceRank metrics and data now load immediately below the result you are looking at–no need to go back and forth between screens.
  • The new Trackur dashboard is now even better for our white-labeling customers using our Ultimate plan. No more stark contrasts in color. You keep your logo and color scheme, without straining your eyes!
  • We’re using the very latest HTML5 and CSS3 standards to push the envelope. Now that all modern browsers are synching up in capabilities, we’ve been able to add a lot more “sexy” to Trackur. If you’re using an older browser, we’ll be maintaining the old interface for a few more months, so you can switch at your leisure.

We’ve had some great feedback from those that beta tested the dashboard, and as of right now, the new UI is available for all. You can learn more or set up a social media monitoring account at Trackur.com.