'Word of Mouth' Category

Startup Marketing Conference: Storytelling Rules Marketers Need to Know

Posted by Kent Lewis on October 23rd, 2014 at 3:32 pm

At the Startup Marketing Conference, the early afternoon panel on social media and storytelling included the following experts:
Colleen Pettit, Digital Media Manager, DoubleClick (panel host)
Todd Wilms, VP Digital, Neustar
Olivia June Poole, Director of Community Development, RocketSpace
Brewster Stanislaw, CEO and Co-Founder Inside Social

The first question related to content being king and how important it is overall. Stanislaw guided startups to focus on who the content is being produced for and how it can best be distributed. Poole reminded everyone that storytelling is more difficult when you don’t have an existing users, so it is important to get the stories out there early. Wilms took a more jaded approach, and cautioned against content for content’s sake. Take the time to find your voice before ramping up content.
The second question related to finding your story as a startup. Poole suggested interviewing early adopters to find out why they appreciate the product. Sans users, focus on education and thought leadership to start to build your story.
The third question addressed the conundrum of outsourcing content development to agencies or others vs. building it in-house. Poole indicated that agency partners are a luxury, so use them wisely (learn from them then do it on your own).... Read more

Startup Marketing Conference: 5 Low-Cost, High-Impact Ways to Grow Your Brand

Posted by Kent Lewis on October 23rd, 2014 at 2:51 pm

At the Startup Marketing Conference, Shira Abel, CEO of Hunter & Bard (and soon Muskateer) shared her thoughts on marketing on a budget. For starters, do not waste money marketing until you have a great product (or close to it). The next step is to focus on consistently thrilling the customer. The five low-cost, high impact ways to grow your brand are outlined below

Great product (word of mouth has a 70 percent trust rate)
PR (earned media, exposes you to large markets and has a 40 percent trust rate)
Content (owned media)
Email marketing (it has the highest ROI of all digital marketing, according to Shira)
Behavioral engineering (social proof for an achievement-oriented culture)
SEO, advertising & affiliate marketing (ad trust rate is 14-17% trust rate)
Relationship marketing

When it comes to doing PR for your brand, there are a few key steps:

Identify, connect with and engage industry influencers and media
Give them valuable information and build trust
Offer them initial beta product to test in exchange for coverage
Keep your ask short and reach out on a slow news day

Content can be cost-effective but time-consuming. That means you need to decide, as a startup, where your time (and money) is best spent. Content builds the brand and a relationship... Read more

The Long View of Customer Experience: Optimizing Engagement

Posted by Greg Kihlström on October 14th, 2014 at 7:00 am

The final installment of a four-part article series on long-term customer experience and customer relationship management, with an emphasis on strategies and tactics to increase engagement among audience types.

The Long View of Customer Experience: Understanding Your Audiences

Posted by Greg Kihlström on October 6th, 2014 at 6:20 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement. In the second article, we discussed each of the four steps in more detail.
Introduction
Now that we have an understanding of the long-view customer experience philosophy from an engagement lifecycle perspective, let’s talk more about audiences and expectations. There are four primary expectations that one can have about this type of user experience:

A user’s emotional connection to your brand grows as they progress through the 4 steps
Not all audiences can be expected to reach the end of the process
Each stage in the process takes a considerable amount of effort
How the brand addresses a user’s “filters” determines both short-term and long-term success

Now, let’s go into each in more detail:
1. A user’s emotional connection to your brand grows as they progress through the 4 steps
The explanation here is fairly obvious. As you go from just learning a product’s name, through the purchase process and ultimately to using it on a regular basis, the place that product... Read more

Report: Social Media Analysis – Children's Hospitals

Posted by Doug Schumacher on October 3rd, 2014 at 10:16 am

The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:

37% of all posts were made by the Children’s Hospital of Pittsburgh

49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign

Posts requesting donations generated more than 3x the overall per post average engagement

Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive

During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans