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• sports Callaway Drives Buzz On Twitter For New Club by Karl Greenberg

  Callaway Golf is launching a social campaign via Austin, Texas, digital firm Mass Relevance that precedes the January launch of a high-tech driver. The effort, "Tweet to Unleash," targets year-round golfers who are inclined to engage in social media. ...Read the whole story

• Nielsen Buys SocialGuide, Extends Social TV Data Reach by Wayne Friedman

  Nielsen has acquired SocialGuide, which provides real-time social TV data for over 30,000 programs on U.S. TV channels in English and Spanish. The new business will be folded into NM Incite, Nielsen's in-house social media unit. ...Read the whole story

• retail Deloitte: Mobile, Social To Star In Holiday Shopping by Sarah Mahoney

  The study finds that the conversion rate for shoppers using a retailer's dedicated mobile app is 21% higher than those who don't, for example. Deloitte expects to see retailers working hard to woo these shoppers, with apps, Wi-Fi access, and personalized location promotions. ...Read the whole story

• Oracle Integrates Social Marketing Into Enterprise To Gain Marketing Revs by Laurie Sullivan

  Oracle is working to build a social marketing initiative by showing marketers how to integrate social data into corporate business processes. Meg Bear, VP of cloud social platform at Oracle, sees the integration with ERP systems as a differentiator for the company. ...Read the whole story

• Strategy Pays Off: Red, Google Top Best Social Video List by Gavin O'Malley

  Thanks to an audacious branded content strategy, Red Bull had the best social video strategy of 2012, according to AOL-owned video network gorival, which ranked top performers based on volume, total views and engagement for content uploaded to YouTube, Vimeo and Facebook. ...Read the whole story

Study: How Car Makers Can Drive Views for Social Video Year-Round by Daisy Whitney

Carmakers know how to seize the big opportunity in the Super Bowl and make the most of social sharing of those ads. Case in point: Volkswagen's "The Force" ad was the most shared ad of all time, with more than 6 million shares and more than 62 million views, said social video ad platform Unruly in a just-released research paper. ...More

• Four Steps To The Social Consumer by David Baker

  Back in 2009, Forrester developed a framework called the Social Technographics Ladder. This focused on seven groups primarily based on their activity within social networks. This ladder still holds up, but I tend to simplify it to the four stages of social activity I believe would mean something for marketers: ...More