Jimmy Fallon

Heather Fletcher is senior content editor with Target Marketing.

I get asked all the time by marketing, account management and business people how I'd come up with that idea, concept or visual. And I usually just say, "It's all about how you see it." And most don't ask any further. Well I've decided to give away the secret.

Many marketers would like to know how to be the main brand behind a hashtag like Wednesday's James Bond movie trailer #Spectre. In a lengthy blog post on Tuesday, Sprout Social reveals how. “Fresh Take: Tips to Get Your Hashtag Trending” by Jason Keath says there are 10 tricks.

In an era when just about everyone has a Facebook page, why did President Barack Obama, the Ford Motor Co. and Ian Somerhalder turn to the same person to manage their online voices? Oliver Luckett and his company, theAudience, are virtual producers, creating thousands of pieces of content per month: Facebook pages, videos, Twitter messages—just about anything with the potential to go viral. Luckett says old models of communication have lost influence; building original, shareable content is now the most valuable way to connect with people. And he argues that the same principles apply whether you’re campaigning for leader

The reviews are in and Jimmy Fallon's inaugural week of hosting "The Tonight Show" seems to have been a hit. With the help of many A-list celebs, gold medal Olympians, GE and The First Lady of the United States (FLOTUS), Fallon was able to generate the best ratings the show has seen in 20 years. How does this relate to digital marketing? There are similarities between Fallon's successful first week and some well-known contribution marketing best practices.

The brand has taken pains to create 64 different pre-roll ads to target users looking up specific videos most popular with Burger King’s target market, such as clips of  "animal attacks," screaming goats, TV host Jimmy Fallon or the "Anchorman 2" trailer.

Robert Rose cited several great examples of what not to do: There was Airbnb's disastrous attempt to squelch a blogger who had a bad experience with the apartment rental service and Pampers' refusal to budge on an outmodeled test marketing scheme that upset a host of mommy bloggers. Both of these companies, Rose said, "let the story write them." It's why companies should invest in people who can monitor social conversations around a brand and craft fast, effective responses to negative publicity.

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