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This may be a bit excessive for a blog post about how a small Twitter interaction influenced a purchasing decision, but I think it’s an important lesson for some brands. Follow the chain of tweets below to see how a little social listening paid off for the Able Baker bakery and coffee shop in Maplewood, NJ.

Personal touch matters.

I know the payoff is only about five bucks today, but I had a positive experience and would consider the Able Baker first if I was in the market for gourmet pastries, cakes, you name it.

Dissolve Teaches Us to be Bold and Have a Little Fun

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Be bold. Stock footage provider Dissolve Inc (http://www.dissolve.com) wants to sell, so what do they do? They do just that by brilliantly poking fun at their own business.

The video above was created using all of Dissolve’s footage and was written by Kendra Eash for McSweeney’s Internet Tendency. McSweeney’s is a San Fran based publishing company that also operates as a daily humor website.

Read Eash’s complete poem below. The link to the site follows.

THIS IS A
GENERIC
BRAND
VIDEO.

BY KENDRA EASH

- – - -
We think first
Of vague words that are synonyms for progress
And pair them with footage of a high-speed train.

Science
Is doing lots of stuff
That may or may not have anything to do with us.

See how this guy in a lab coat holds up a beaker?
That means we do research.
Here’s a picture of DNA.

There are a shitload of people in the world
Especially in India
See how we’re part of the global economy?
Look at these farmers in China.

But we also do business in the U.S.A.
Or want you to think we do.
Check out this wind energy thing in Indiana,
And this blue collar guy with dirt on his face.
Phew.

Also, we care about the environment, loosely.
Here’s some powerful, rushing water
And people planting trees.
Our policies could be related to these panoramic views of Costa Rica.

In today’s high speed environment,
Stop motion footage of a city at night
With cars turning quickly
Makes you think about doing things efficiently
And time passing.

Lest you think we’re a faceless entity,
Look at all these attractive people.
Here’s some of them talking and laughing
And close-ups of hands passing canned goods to each other
In a setting that evokes community service.

Equality,
Innovation,
Honesty
And advancement
Are all words we chose from a list.

Our profits
are awe-inspiring.
Like this guy who’s looking up and pointing
At a skyscraper or a kite
While smiling and explaining something to his child.

Using a specific ratio
of Asian people to Black people to Women to White men
We want to make sure we represent your needs and interests
Or at least a version of your skin color
In our ads.

Did we put a baby in here?
What about an ethnic old man whose wrinkled smile represents
the happiness and wisdom of the poor?
Yep.

Source: http://www.mcsweeneys.net/articles/this-is-a-generic-brand-video

Thank you for letting me tell your story, Sixers.

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Today, the buzzer will sound on what has been an unimaginable first step in my career. I can’t thank the Philadelphia 76ers organization enough for letting me tell their story for the past three seasons through social media, photo, video and design. I went places I never thought I’d go and worked with people who became like family.

If you told me two and a half years ago that I would be called upon to take flight with my favorite NBA team and capture every moment, I would have told you, “Never.” Well, it happened. It happened not because of me, but because of the support and trust of the 76ers, my family, and my friends.

I hope you’ve enjoyed their story as much as I’ve enjoyed telling it.

Thank you.

10 Apps for 10 Types of People This Summer

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I’ve scoured the Apple and Android marketplaces for the quintessential apps for whatever your  calling may be this season. Here’s your green light to dump the Doodle Jump and pick up one or all of these top picks.

The Outdoorsman – Oh, Ranger! ParkFinder (Free)

130512_OhRangerAppCategory: Travel
Updated: Apr 11, 2013
Version: 1.2.7
Size: 58.1 MB
Seller: American Park Network

Need your fix of fresh air or frisbee golf this summer? Look no further. Oh, Ranger! ParkFinder app for iPhone and Android will get you to the country’s favorite national parks and public lands in no time. The app was developed by the American Park Network the leading publisher of visitor guides for national parks for more than two decades. App Store | Google Play

The Concert and Festival Freebird- Banjo (Free)

mzl.xxhqjaqz.175x175-75Category: Social Networking
Updated: Mar 06, 2013
Version: 3.3
Size: 15.9 MB
Seller: DPSquared Inc

You better tie that bandana tight my dear Deadheads, because Banjo is bound to blow your hair back when you get access to all of the top images, videos and posts from the biggest events this summer. Can’t make it to Firefly, because you already broke the bank on Bonnaroo? Missed Petty, because you were too busy being wooed by Wilco? No prob! Banjo aggregates the top content right to your mobile device and has a stellar search function for finding Fatoumata Diawara. App Store | Google Play

VIEW THE COMPLETE LIST HERE: http://goo.gl/PhVqP

@Tide cleans up on Twitter on NFL draft night

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If you want a lesson in real-time social media marketing and web content creation, check out what @Tide was up to last night during the 2013 NFL Draft. As team’s drafted their next superstar the creative & digital crew over at Tide was busy at work crafting these bad boys to fire out into the Twitterverse…

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Fans were amped to see the newest member of their team as the #AboutOurColors hashtag achieved over 12,000 shares on Twitter overnight.  The made-for-Twitter campaign opted to incorporate a shortened bit.ly link to a Flickr gallery  rather than use independent image hosting service TwitPic, so users could view and download the player graphics. Tweets were sent from the @Tide account and then sent on draftee accounts.

Despite the planning and coordinating that I imagine went into it all, the effort goes to show that there is big-time winning happening in digital content on the real-time front.

Not everyone was impressed by @Tide last night…Click Here

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Complete Tide #AboutOurColors Gallery