Tag Archives: branding

Case Study: SoundCloud and Spotify for Content Marketing – Grace Miserocchi


  • Launched in 2008
  • Over 250 million active users as of October 2013
  • 175 million monthly listeners
  • 12 hours of audio uploaded every minute
  • Popular for music discovery and outreach
  • “Timed comments” permit any user to comment on a specific timestamp within audio content.
    • These comments allow public engagement and communication.
  • SoundCloud mobile app allows for easy consumption of audio.
  • Brands using SoundCloud must be consistent. They should develop a following through promotion of their account on other channels.
  • Audio quality on SoundCloud is sometimes very low and copyright infringement is an issue.
  • Examples:


  • Launched in 2008
  • 40 million active users, 10 million paying subscribers
  • 20,000 songs added per day
  • Over 1.5 billion playlists
  • Spotify App Finder includes apps that the further personalize experience.
  • Brands cannot publish user-generated audio.
  • Brands and companies can create shareable playlists.
  • Users can share what they listen to on Facebook and Twitter.

Which should be used?

  • Use SoundCloud to publish original audio content, such as podcasts, interviews, and transcribed blogs.
  • Use Spotify to gain fans by sharing personalized playlists.
  • Music can unite people under a common interest on social media.

Case Study #1 By Grace Miserocchi

Company: Mayo Clinic – sharing.mayoclinic.org 

The Mayo Clinic is a nonprofit healthcare system that is internationally known for its medical research and groundbreaking treatments. They have many locations across the United States including, Minnesota, Florida, Arizona and more.


Mayo Clinic is trying to reach people who have been diagnosed with cancer or another serious illnesses and their loved ones.  The blog is meant to showcase Mayo Clinic success stories from all over the country, so any person in these situations can relate to it. It is meant to reach, middle aged or older adults who are having to deal with cancer and other diseases and might be looking at different treatment options either for themselves or their family and friends.


The blog is titled Sharing Mayo Clinic: Stories from patients, families, friends and Mayo clinic staff. The posts contain stories of specific patients and their experience at a certain Mayo Clinic. It tells mainly success stories of how the Mayo Clinic’s innovative medical care helped a patient. At the end of each post there are helpful links that take you to other pages on the mayo clinic website to learn more about the diseases mentioned in the post and how to treat them. Each post contains a unique patient and no two blog posts are the same.

Besides the main blog posts the website also contains other content, such as video guides to orient patients at their facilities, Mayo Brother’s wisdom, a page purely devoted to heart disease stories and a place to tell your own mayo clinic story.

How often is the blog updated?

The blog is updated a couple times a week and sometimes only weekly. The updates are not consistent, sometimes the blog has two to three posts in a week and sometimes only one.

The story being told and brand journalism: 

Mayo Clinic is promoting their brand with each story they tell on their blog. The posts put real faces behind their quality medical treatment and innovative research. They use the blog first as a place to tell their patients and employees stories and second as a marketing tool for the clinic.

They use brand journalism to market the Mayo Clinic and its physicians. Each post is a feature on a certain patient, disease, and treatment. The blog creates a mayo clinic community to appeal to potential clients. They successfully promote the Mayo clinic hospitals and treatments by telling personal success stories.

Life Technologies: video animation with Jasmine & Drew


Life Technologies is an American based company focusing in biotechnology. This corporation formed out of a few different mergers over the past 30 years, and they now have many brands that seek to provide products and services to members in the fields of scientific research, genetic analysis, and applied sciences. A few of their brands include Applied Biosystems, Ambion, Giboco, Invitrogen, Molecular Probes, Novex, and Ion Torrent.


At a Glance:

  • $3.8 billion revenue (2012)
  • 10,000 employees
  • 180 countries
  • 50,000+ products
  • 5,000+ patents & licenses
  • 675,000 citations
  • #296 largest company

Upon doing online research, it can be seen that Life has a significant presence in the social media world. They currently have 10,044 followers on LinkedIn, 67,030 likes on Facebook, 18,407 followers on Twitter, and 4,829 subscribers on YouTube. They use these platforms to engage anyone and everyone involved in the industry by posting articles with helpful tips, pictures from events that support their various causes, questions to help achieve goals, and promotional material about rallies they support.

Life Technologies does a great job utilizing social media platforms, releasing content in a timely and consistent fashion that encourages good discussion. One thing to note is how effective their YouTube channel is. It currently has 601 videos uploaded with over 2 million views. The videos are grouped into categories like Spotlight, Recent uploads, Our Products, How-To’s & Demos, Popular Uploads, and Careers. This helps to direct viewers right to what they might be looking to find.

The use of video animation to showcase various pieces of their everyday work life is an innovative way to keep viewers engaged by showing instead of telling. Most other companies submit long documents with large bodies of text, so this technique sets them apart. By posting videos like “Life Outside the Lab,” Life Technologies tries to make every conversation relatable to and enjoyable for anyone and everyone.

Another way Life Technologies uses videography to is display information from the Executive Summary of its Annual Report, which is a great way for everyone to know exactly what the goals are and how things are going without having to read a lot of jargon. In it, the CEO Greg Lucier says,” We’ve hired over 200 salespeople so that we can have a more direct selling relationship with these new researchers coming online in [China].”

In our view, in order to be a great company, you have to be a good company. For us, that means being a great corporate citizen but also a steward of the environment.

Assignment #4: Michael Brito on Social Business

Michael Brito addresses the topic of businesses adopting social media as a part of their long term business plan in his blog post, “Where Most Got Social Business All Wrong, Including Me.”  Brito explains that for companies to effectively grow and change with the times, they must include social media into their business plans.  However, companies must understand and know why they need to include social media as part of their long term business plan.

Companies need to create social business plans that will withstand time and change with the company.  By doing so, the company will create stronger content, marketing strategies, customer relationships and integrated communities.  Brito states, “companies must start thinking, acting and operating like a media company.” The reason being, in today’s society there is an abundance of content available and customers are unable to take in all that is being put out by companies.  To reach customers with their messages, companies must create a place where they are constantly creating and gathering content relevant to their business and customers.  



Twitter + LinkedIn=Quora

What is Quora?

Quora logo

Image source: http://www.vanksen.com/files/2011/01/quora.png” alt=”Quora logo” /

Quora is a social forum that allows users to ask and answer questions from any topic that can vary from food, fashion to branding. Users can search for different topics to follow and can “vote up” or “vote down” the answers to each question, creating a list of the most popular answers. It uses activity from Twitter and Facebook to suggest questions. When done well, Quora can be a great way to engage in customer service without spending a dime.

Quora is a combination of Facebook (news feed, profiles), Twitter (followers) and LinkedIn (sharing experience/expertise) that is user-regulated.

Ways to increase your brand:

1. Follow topics in your industry:

  • Become an active participant in topics throughout the industry to raise profile
  • Important to follow competitor companies; good way to learn about target customers
  • Quora popularity hinges on expertise, quantity and quality of answers given; must keep the flow of questions and answers alive, all interconnected
  • Must be as interactive as possible; question-and-answer nature of Quora demands it
  • Being helpful is key to success; helping others in the industry is important
  • Create a new board to share content; upload outside links, share topics, group questions, etc.

Quora questions

Image source: http://www.careerrocketeer.com/wp-content/uploads/Quora-Personal-Branding.png

2. Search for potential leads:

  • Pay attention to top questions and top followers
  • Quora allows users to see who specifically is following what question; makes it easy to get leads to reach out personally and tailor the questions/answers to the individual by suggesting questions to follow
  • Since topics can be brand-based, companies can search for their product name to see what people are asking about and respond accordingly; if “Why did M&Ms discontinue Crispy M&Ms?” is popular, that company might want to respond accordingly

 3. Prove that you really have the most insight:

    • Demonstrating credibility is key- high profile is necessary to stay ahead of the game and is the difference in attracting hundreds of potential customers
    • Ask questions yourself- the timelier and more specific to the industry, the better
    • Follow and interact with other experts in the industry- good way to establish credibility
    • Avoid spamming the feed; don’t over-reach and look invasive
    • Only answer questions that you have extensive knowledge of; answering too many questions before doing research can damage credibility

Image source: http://qph.cf.quoracdn.net/main-qimg-a26c53e7b95d388bd8efa18f8e1f1a2f

2009-2011 Quora users

  • Quora uses a credits system to gain prominence for yourself and your questions/answers. One uses credits to ask questions, promote their content or ask someone else to answer a question. Users gain credits by getting content approved or voted up, and each question. 500 credits are given from the start and regularly refresh themselves.
  • There’s even a marketing page on the Quora site that offers advice to potential marketers. Highlights include: answering your own questions first, tagging as many topics relevant to yours as possible, and finding/answering similar questions to yours

Prezi Presentation– link to the presentation on how to use Quora as a marketing and professional branding tool.