Way back in 2008 Zappos was recognized as an emerging social media marketing leader. Early on, they made a strong commitment to social while other brands were essentially waiting in the wings. As new channels like Pinterest emerged, the company embraced them without hesitation. Zappos management fully grasped the notion that marketing has always been […]
By now, every marketer recognizes the need to create original video content. Even small b2b brands can see that it’s a ‘war of information’ today, and the only way to compete is to participate. The smart thing to do is hire a business with deep marketing and video production experience. Any team that’s created a […]
There’s all kinds of buzz right now about the latest online Dove videos. By now, you almost certainly know that these two videos are basically about self-perception. There are two versions – one is three minutes long, the other six. In both, a forensic sketch artist is asked to draw a series of women based […]
As we always tell our clients, smart marketing has always been about showing up where your target lives. And today, people live on social networks. They’re online (multitasking) when they watch TV. They check in by phone while in line for a movie or out shopping. They check Facebook and Twitter updates in the middle of a dinner date. You probably do these things, too. It’s a full-fledged addiction.
The simple truth is: it’s not a captive audience. When people stop sharing your content, it reaches fewer of your fans to begin with. Because part of Facebook’s formula is that it doesn’t send out your wall posts to all your fans. But it does reach more of them when you have a high sharing rate over time. So, you’re rewarded for being entertaining. And engaging. And funny. There’s a kind of justice there.
It’s been quite some time since we discussed social media as a force for good in this blog. Lately the news has been filled with stories about Facebook and Twitter as critical tools for getting information and aid to disaster victims – especially during the recent tragedy in Japan. Charities and non-profits, of course, can […]
Andy Warhol made his famous prediction in 1968: ‘In the future, everyone will be famous for fifteen minutes.’ That was well before the age of personal computers, reality television, mobile phones, the Internet and social media. Forty-two years later, thanks to sites like Facebook, YouTube and Twitter, everyone has a chance to be ‘famous’. But […]
The slick, commercial production spots that helped define and shape a brand’s image for the past two decades – primarily through network television – just don’t have the same impact they once had. Today’s socially-minded consumer is all about authenticity, transparency, and content they can relate to. They are just as likely to share a […]