Weekly Digital News Roundup: Feb 12 – Feb 16
Adidas CIO plays to win at digital marketing
- According to the Computer World, at renowned athletic gear maker Adidas Group, the digital marketing approach is built on a real alliance between marketing and technology executives. CIO of Adidas, Jan Brecht, explained today how a unified tech-marketing team scored a victory at the 2014 World Cup. Almost all through social media.
- “In 2006, it was almost entirely television and print media spend; if you look at 2014 Brazil, the vast majority is digital. So what needs to happen to be as successful in the digital world as we were in the analog world?” said Brecht.
- Every day, they had a social media sensing report, telling them what the feedback was on social media. They measured the retweets of their messages, measured Facebook posts, through scanning thousands, and hundreds of thousands, of messages, getting consolidated feedback through social media sensing. They had 22 percent higher share of voice than any other [sports] company in the World Cup. Through that social media hub, which was truly interacting with the consumer, they won that World Cup from a marketing perspective.
Here’s how to pick an heir for your Facebook account
- According to The LA Times, Facebook is making it easier for your account to live on even after you die. The social networking site Thursday introduced a feature in the U.S. that allows people to essentially will their accounts to a family member or friend who can manage their account when they die. Once an account is memorialized, the “legacy contact” can write a post on behalf of the deceased, respond to new friend requests and update the profile picture and cover photo.
- If a user chooses, they can also give the legacy contact permission to archive Facebook posts and photos. The legacy contact will not be able to log in as the person who died or see that person’s private messages.
- “By talking to people who have experienced loss, we realized there is more we can do to support those who are grieving and those who want a say in what happens to their account after death,” said a Thursday post from Facebook’s product team.
Nestlé removing artificial flavors and colors from its chocolate candies
- According to Mashable, Nestlé USA plans to do away with all artificial flavors and colors from its chocolate snacks by the end of 2015, the company announced Tuesday. That means FDA-certified colors, like Red 40 and Yellow 5 will be gone from snacks like Butterfinger, Crunch and Baby Ruth.
- Nestlé, which claims to be the first U.S. candy-maker to take such action, based it decision on a Nielsen 2014 Global Health & Wellness Survey that showed more than 60% of Americans said no artificial colors or flavors is important to their food purchase decisions.
- The company plans to substitute the artificial flavors with ingredients from natural sources. For instance, it will use annatto to replace Red 40 and Yellow 5 in Butterfinger’s center. For Crunch, Nestlé will use natural vanilla flavor to replace artificial vanillin.