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The Daily Brief: 3.7

Adidas is trying to get a truer sense of those intimate conversations with new forms of social listening. To gain that intimacy advantage and become “the most personal brand”, the company is trying to track communications that are shared privately. Adidas is using WhatsApp to build hyper local communities in cities across the world. Dedicated ‘squads’ will go live on the messaging app in Berlin, London, Paris, Milan and Stockholm this month, with the aim of using these communities to learn, test and optimise its dark social mediaMembers will receive news released through dark social before anywhere else as well as invites to events and access to Adidas’ ambassadors, from athletes to artists. Using a mix of content we can reward advocacy with personalised approaches like inviting consumers into a dialogue with Adidas stars, offering live coverage from events or simply handle customers service queries.” Once it has the data on how people are discussing its football content privately, the business could open up the strategy for its newsrooms and markets across the world. LINK

Google’s SERP is now a publishing platform for near real-time content. Google is allowing brands to publish directly to its search results. Zero crawling required. It’s formated so business can share their most relevant information that the knowledge graph wouldn’t quite catch. Search Engine Land put it quite nicely: “The intent is to allow the business to communicate something directly in search results — content or information highlighting the business’ products or services in ways that the Knowledge Panel doesn’t quite allow.” The same format was used for the GOP debate, so it could, and should, expand to more than small businesses. Google wants be where you go and find the information that’s most relevant to you. This would be it, for you, and any brand. LINK

The top tools to help brands listen to their customers’ social expressions, according to Forrester: Synthesio, NetBase, Sprinklr and Brandwatch. LINK

The consumer is at the center of the advertising experience, not the advertiser. “Where once it was vital brands had a strong identity to be able to reach anonymous customers, now it is more important to know customers individually and tailor communications to them.” LINK

New York Magazine is also in the branded content studio biz. New York is already active in the branded content space; 33% of the company’s digital ad revenue in 2015 came from native ads and custom executions. But publisher Larry Burstein said that New York will become more proactive, pitching branded content campaigns rather than simply including branded elements when requested in RFPs. LINK

Facebook is introducing a WordPress plugin to seamlessly adapt the page’s content for the Instant Articles format. LINK

Facebook’s Atlas can now serve video ads across desktop and mobile and measure how ads lead people to purchase on different devices or in physical stores. Offline Actions, which lets Atlas-using marketers upload their own point-of-sale data and view it alongside their ad campaigns. It’s a move likely to appeal to brick-and-mortar retailers and packaged-goods brands. The measurement-oriented product will, in theory, let advertisers know more clearly if their Facebook Atlas campaigns—which encompass ads via numerous publishers and websites on the network—are driving offline salesPath to Conversion” helps marketers understand whether ads on desktop or smartphones/tablets drove a digital sale. For instance, it could compare two mobile ads versus a mobile ad followed up by a desktop promo. LINK and more reading LINK

Here’s how Guiness is using Facebook Canvas for the opening of Open Gate Brewery: “Canvas marks a new focus in social media marketing as it allows brands to deliver the equivalent of a full-screen microsite experience to their audience without them having to leave the platform. This should benefit brands and users alike as the opportunity for adding more value with longer-form, immersive content becomes easier to consume than ever before.” LINK

There are more monthly active users of messaging apps than social networking apps: about 3 billion vs. 2.5 billion. All the mobile messaging apps aim to control the conversations previously dominated by texting and greatly elevate the user experience. What was once a single group chat is transforming into the new mobile Web right before our eyes. Essentially, “ask and you shall receive” has become the new customer experience. LINK

Content Marketing Institute’s content marketing spectrum should be bookmarked, printed and tapped on the wall behind your computer. LINK