Category: Business

budwesier_fussed

Why Budweiser is Not Hypocritical

Many in the craft beer community have been pointing the finger at Budweiser for being hypocritical for bashing craft brewing while its parent company AB InBev has been snatching up craft breweries to add to its portfolio. However, it is possible for Budweiser to do this without being hypocritical. To understand why Budweiser is not hypocritical one must first understand two variations of brand hierarchy. 

Masterbrand

The first is called master brand, and under this hierarchy one brand is recognized as the controlling property and it also instills a single set of values for all its subordinates. The brands underneath are each their own brand or product but take on the values of the master brand. In most cases all the products have the same target audience.

hypo_apple_masterbrand

An example of this is Apple. We all recognize Apple as a high tech company that puts out quality products. Better yet all the products are sussinct. Your iPhone talks to your iPod and iTunes and all those can integrate with your iMac. They’re all partners in the same mission. Continue reading “Why Budweiser is Not Hypocritical” »

you_get_what_you_give_read

Why You Would Read “You Get What You Give”

I recognize there is a disparity between “best practices” and your business practices. Social media (and marketing in general) can be a tough gig, especially as a sole business owner. There are a lot of reasons I wrote You Get What You Give, and many of them are likely to be reasons you would want to read it.

  1. You’ve deleted a post hoping no one saw it. We’ve all read the recent debacles in social. There seems to be a new one every week! But you’ve dodged the bullet. For now.
  2. You’re under pressure to prove social media’s value as part of the marketing machine. Continue reading “Why You Would Read “You Get What You Give”” »
Socialbakers_Engage_2013_New_York

A Great Conference has Lessons Learned!

#ENGAGE2013

Last week I had the opportunity to attend the Engage NYC 2013 event held by Social Bakers. It was a huge breath of fresh air to discover that the speakers were covering fresh topics and not droning on about the same old, “be present, listen and engage.” Here are the highlights of the BIG ideas presented at this stellar event.

Build social into your business

Many of the speakers touched on a common theme: In the next few years, social media is going to be built into the cloth of many businesses. This means not just using it as a marketing tool but for internal communications as well. It also means letting other departments learn from insights discovered through using social media.

Katy Phillips of American Airlines shared the company’s success after its recent rebrand. It was able to bring its online presence from 8 hours to 24 hours a day in just 2 years, and have focused energy on bringing down response time. Similarly, Yossi Erdman from Appliances Online shared how his company has integrating social media into the brand’s website, which now shows Facebook comments about products directly on the site. Continue reading “A Great Conference has Lessons Learned!” »

people-lens

Marketers Need A People Lens

In last week’s #Brandchat, someone asked why I use the term “audience” to describe a set of customers in my book You Get What You Give instead of “consumers.” The answer is simply mindset. 

I believe that many of the recent blunders and bad behaviors by brands are an unfortunate casualty of marketers’ mindsets about their customers. They think of their customers as “consumers,” a set of automatons that just click “like” and comment when asked or told to do so. They try to take advantage of user behaviors. Unfortunately, by acting purely to benefit their brands’ “health metrics,” they often find themselves in the middle of a PR storm because they have upset people. Continue reading “Marketers Need A People Lens” »

context_content_strategy

Why Context Needs To Be Part of Your Content Strategy

The Internet gave everybody the opportunity to have a voice, which pushed businesses of all sizes to become content publishers. Businesses in both B2B and B2C industries that wanted to stay in front of their audience online had to develop content that would then be distributed over blogs, social profiles and websites to keep search engines recommending their pages and their consumers aware of their products. But not all content is the same. In fact, each piece of content should have a specific purpose and speak to specific subgroups within your audience, and this requires context.

Context is what differentiates content and makes it resonate with different people in your audience. This context is the key to deciding what to say and how to say it. For instance, how a consumer uses your product changes the way you would talk about that product with him or her. And there are other contextual considerations to take into account as well Continue reading “Why Context Needs To Be Part of Your Content Strategy” »

emotion_rational

Is emotional advertising enough these days?

Emotional advertising has been found to be more effective that rational ads. In the book “Brand Immortality” the author, Harnish Pringle, analyzed over 880 cases from the U.K.’s Institute of Practitioners in Advertising Effectiveness, and discovered that emotional ads are twice as likely to generate large profit gains than rational ones.

emotion

The data used in the study spanned a few decades up to 2009, and lot has changed since then. Social media has taken hold with the general public and more companies have embraced it as a marketing medium. We now live in a world were more people are openly discussing their points of view (and emotions) on brands in public forums. Especially online where anonymity grants people the opportunity to behave differently and rally together in larger groups. Surely these new conditions have changed the landscape since the time of Pringle’s study. Continue reading “Is emotional advertising enough these days?” »

influence_marketing

Rethinking Your Marketing

Influence and Beyond

I recently finished reading Sam Fiorella and Danny Brown‘s “Influence Marketing” book and I must say that it will make you rethink your marketing. While the book was chalk full of technical details, it also had a strong foundation built on the fundamentals of marketing. It is packed with clear case studies and explanations of their concepts and methodologies of influence marketing. This is an unsolicited review. 

Brown_Fiorella_Influence_Marketing_CoverThe first chapter opens with a single case study that keeps you reading through the entire book; uncovering the how-to’s layer by layer. I imagine this is done to keep your head from exploding because Fiorella and Brown’s methods, although effective, are intricate. The breakdown of the current model of influence and the build up the their methods continues through chapter 8. If you know Sam Fiorella, then you know he is against the current model and methods of classifying influence. No matter your stance or feelings on the topic, this book gives you great ideas. From Chapter 8 on the book begins to share the real meat of their methods.

The most beautiful part of the book are the explanations of the internal and external factors that come into play when analyzing your audience. The detail and understanding of the consumer that Fiorella and Brown insist you have to use their methods successfully, coincidentally are ideal for all marketing tactics – at least in my opinion. As marketers continue to invest more into their online presence, and more “big data” becomes available, Fiorella and Brown’s consumer analysis methods will become even more salient.

There are a number of reason you might not like this book, but take my word for it you need to find a way to pull through. If you have ever tired or considered using Klout perks to market your product or any form of blogger outreach then you definitely need to read this book. The anecdotes are great, and data is amazing.

The Innovation of Loneliness from Shimi Cohen on Vimeo.

The Importance of Real Engagement

Empathy is powerful

The video brings to light interesting notions about how we as people behave online. Being a huge advocate for social media I had trouble stomaching this video. But a part of me believes that there is truth in this message. I myself have had moments where I just refresh the page waiting for new stimulus. The natural solution to this is to reach out and engage someone. I don’t think I’m alone with this. Continue reading “The Importance of Real Engagement” »

dogears

Things You Know, But Aren’t Practicing

You Hear, you agree, now Do!

You go to conferences and you hear people say really smart things. If you look around the audience you will most likely see everyone nodding their heads. Even though we hear people say smart things, and we agree with them, we often don’t put them into practice. So, here are a few things you’ve probably heard, agreed to, but aren’t really practicing on a daily basis…

  • Listening for brand related keywords in the social space: You should know what conversations your brand is the topic of in the social space.
  • Focusing on quality of your followers, not the quantity: Quality over quantity. Actually start treating each existing follower like a millions bucks instead of trying to get more for the sake of having more. Continue reading “Things You Know, But Aren’t Practicing” »
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