'Opinions' Category

Storytelling vs. Story Starting: A Tale of Five Million Dollars

Posted by John Bohan on February 9th, 2016 at 10:40 am

Every Super Commercial you watched this past Sunday came with a price tag of five million dollars. The same amount that GoPro will grant in cash prizes this year to its fandom of content creators in the GoPro Awards. The former represents the behemoth of traditional advertising, and the latter is arguably the future.  Super Bowl Ads tell :30 to :60 stories that make an immediate impression and the GoPro Awards start stories that last a lifetime.   One is an expense and the other is an investment.
As a marketer which one do you prefer?
Let’s start by looking at the benefits of Super Bowl ads.

They reach an average of 114.4 MM people (CNN/Money Feb. 2015).

People actually watch them.  Imagine that!?!

There is a viral effect, particularly for the good ones, which are talked about for several days before and after the game.

Ads on the Super Bowl provide a nice ego boost to the marketing and C Level Suite executives.   Sorry, almost left this one out but it’s so true.

What are the drawbacks?

The ad is “one and done.”   On Monday morning, the money has been spent and the ad has run.   It is void of any CRM play, i.e., an email,... Read more

Super Bowl 2016 on Social Media: No True Innovation Despite a Few Winners

Posted by Greg Kihlström on February 8th, 2016 at 6:23 am

Summary of the social media and digital marketing activity by top brands at this year's Super Bowl. Despite a few new ideas, there was nothing truly groundbreaking from top advertisers.

Are You the CMO of Your Personal Brand?

Posted by Drew Neisser on February 5th, 2016 at 7:32 am

Everyone has the opportunity to be the CMO of their own brand. This post outlines how using Dan Raviv of CBS News as an example.

Why Facebook’s latest News Feed update shouldn’t matter to you

Posted by Doug Schumacher on February 4th, 2016 at 11:39 am

What happened?
Facebook adjusted their News Feed algorithm this week, and apparently it’s a significant enough change to warrant a news update.
Every time Facebook tweaks the News-Feed-algorithm-formerly-known-as-EdgeRank, people get concerned that their content is going to vanish off the face of Facebook.
It seems that for most brands, that won’t be the case. So let’s break down why.
What does it mean?
Facebook is trying to reward the content which users want to see on top of their news feed, and give less presence to content where it detects brands are artificially spiking engagement or response.
The key quote from the Facebook news release is: “Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.”
That means there are posts that are going to generate good “engagement” — meaning clicks, likes, comments and shares — while still being penalized with fewer impressions.
How Facebook is determining which posts to penalize isn’t entirely clear. They mention a Feed Quality Panel of over a thousand users. A survey of tens of thousands of people each day. And a 5 star rating system. Thus... Read more

2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry

Posted by Doug Schumacher on February 3rd, 2016 at 2:32 pm

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top yogurt brands in the US for 2015. We’ll analyze 5 category leaders: Chobani, FAGE, Yoplait, Oikos, and Stonyfield.

Facebook is the largest network with 86% of the average fan count.
Instagram experienced the most growth at 133%, followed by YouTube at 40%.
Facebook is the industry leader in engagement, with 87% of the average total engagement happening on the network. Instagram had an average engagement of 14%.
Twitter is the leading network for posting, with 41% of the average posts. Second was Facebook with 24%.