Category archives for

– Social Media Marketing –

Experience vs. Exposure: When And Why Your Brand Should Try Skinnydipping

by · September 4, 2014

Skinnydipping under the stars…if you haven’t tried it, clear your schedule tonight, grab some friends, and go experience it; if you have, take a moment to relish the memories. Swimming naked in the daytime is more about seeing and being seen, and, for most, that’s a highly uncomfortable idea; it’s about Exposure. But stripping down at night, that’s about Experience. It’s about the setting, the group, and the adrenaline of the shared moment. Nightswimming is not about awkwardness and skin, but about a shared experience and the singular excitement of taking the plunge together.

As marketers, we spend much more time focused on exposure (though generally clothed), baring our ideas, thoughts, and top 10 lists to the world, while asking our audience to bare themselves for our benefit. Too often, brand marketing is skinnydipping in the daytime; we want you to see us, and we want to see you. But perhaps it’s time to try nightswimming with our audience, instead. Perhaps it’s time to invite others to the experience and collaborate on a moment that matters, a moment that makes an impact, and a moment that is intimately unforgettable.

0 comments

How to Advance the Customer Relationship

by · September 3, 2014

Last week, I wrote a post about raising the bar on customer relationships and how owning an email address is not a relationship. That an email address is a data point and nowhere near “relationship” status. I’ve encouraged brands of all shapes and sizes to work harder to forge a meaningful relationship with their customers; one that the customer values and the brand nurtures. I’ve come to realize that there are so many things a brand can do to nurture a relationship with a customer. The ones that come top of mind are all related to transparency. Of all the scary things I tell people when it comes to getting the best possible results from social media marketing (things like “don’t talk about your brand all the time” and to measure your results), the one that makes them visibly shiver is related to transparency.

1 comment

Are Marketing Awards Really Highlighting the Best Work?

by · September 2, 2014

I’ve seen a variety of announcements lately from agencies who have recently won awards for everything from best agency to best creative. As happy as I am for all of the agencies and brands whose work is being celebrated, I started to wonder if these award competitions are really highlighting the absolute best work in our industry. To figure this out I started to do some digging to figure out how a company would come to be considered for these awards. I wanted to dive deeper into how winners are selected, but frankly most of the awards don’t disclose detailed information on this front. After going through that process, I was left with more questions than answers. I wanted to throw this out there and see whether or not you feel like the various opportunities to win awards are really finding and highlighting the best marketers, brands, consultants and agencies in the space. There were two areas I found that I think will help kick start the conversation.

5 comments

And The Era Of Social Sales Begins

by · August 27, 2014

The purists said, “You can’t sell using social media.” And the purists were wrong. Damn wrong. In fact, there’s little more social in the business world at all than selling. It’s just taken us until recently to get the social purists out of the way so we can get back to business.

And get back to business we will. Who better to help lead us there than David Meerman Scott, one of the pioneers who led marketing and public relations people down the path of the New Rules? He’s out with his new book, The New Rules of Sales and Service, and it couldn’t be a more perfect text book for the sales industry.

2 comments

Successful Marketing Starts With The Basics

by · August 25, 2014

The same people keep asking the same questions about digital marketing, social media and marketing in general. They keep wondering where the easy button is (there isn’t one). They keep looking for someone to swoop in with an answer (there isn’t one, but many). They keep thinking there’s some magic “thing” they’re missing (there is none).

Good marketing, online or off-, social or traditional, direct or mass, is the same now as it was 100 years ago, 50 years ago, 10 years ago. It will be the same 10, 50 and 100 years from now. The tools and trends change. The audience behavior may change, too. But the key to good marketing does not.

To answer your questions, start over. Go back to your college classes or the first few books you read and re-learn how to market. Stop obsessing with the latest tool, trend, website or hashtag and get back to the core – communicating messages to your audience(s) to persuade.

3 comments

5 Essential Components of a Successful Facebook Sales Strategy

by · August 22, 2014

With almost 1.5 billion registered users from all across the globe, Facebook is any marketer’s dream platform. Over the last couple of years, it has seen the average age of its users rise steadily, which means there are more people on Facebook with cash in hand and the ability to make their own purchase decisions (unlike teenagers or younger users).

All this presents a great opportunity for marketers and online sellers to increase their product sales and acquire new clients from Facebook. However, in order to create a successful Facebook sales strategy, you need to have certain components in place, apart from having a good quality product that fulfills a specific need. Here’s a quick look at some of them.

6 comments

Consider the trusted resource

by · August 21, 2014

A few weeks back Nichole Kelly wrote a series about ego and social and it took me a few weeks to really marinate in her words, the thing that I keep coming back to is this: We are overshooting social media. If the idea was to connect people with people with more immediacy than ever realized before, the opportunity for brands was to transition from monolog to dialog. It is simple. Have a conversation with your customer. Answer their questions. Take care of them when they need you. Occasionally introduce them to new products and services, but mostly, offer them an opportunity to dialog. It is something I like to see from my favorite brands. I like to get ideas for my home and get inspiration for dinner from my favorite brands.

8 comments

Your Presence Is The Best Present You Can Present

by · August 20, 2014

Flashback: My 2-year old daughter, like many 2-year-old daughters, has a doll that she has latched onto: Chandani. She carries it around; it rides in the car with us; she puts it down for naps. This particular doll has a bit of prescribed interactivity: touch her cheek, “mama”; tickle her foot, laughter; squeeze her hand, crying. My daughter does not understand why her doll cries out; however, her reaction is always the same. She does not sing to Chandani, she does not chastise her, she does not try and converse with her, she does not ignore her. She simply touches her doll’s head and softly states, “I am right here. I am right here.”

The one and only priority in this relationship is presence; rain or shine, good or bad, light or dark, my daughter simply assures, “I am right here.” Because to her, that is precisely everything that matters.

Yes, that is all a bit emotionally-tingly. However, there is a truth here that has resonated with me again and again during the five years since I first wrote about this. The idea of presence-above-all-else haunts me, as a husband and father, as an employee, and, especially in these days of Social ubiquity, as a marketer and brand representative.

0 comments

Integrating Print Signage and Social Media to Extend Your Marketing Reach

by · August 19, 2014

Now is a better time than ever to use a combination of both print marketing materials and social media tactics in a glorious cycle of promotion that gets all of your great content seen. While social media is king of communication and customer engagement these days, its ubiquitous presence is making print advertising more and more of a nostalgic novelty. In a world of things digital, our brains respond to advertising that is tangible and demands to be seen.

But how do you make your signage and social media accounts the perfect tag-team? There’s more to the strategy than tacking an array of social media icons onto your printed advertisements. Your content must interact coherently across all channels to advance your overall image and message.

2 comments