Tagged 'branding'

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: Brian Solis & Brant Cooper

Posted by Kent Lewis on October 23rd, 2014 at 10:40 am

I’m excited to be live-blogging the Startup Marketing Conference in San Francisco. Unfortunately, due to traffic, I arrived late and missed Brian Solis, principal analyst and Altimeter Group kick off the morning. His session, WTF: What is the Future of Business for Startup or Enterprise, outlined why disruptors, not creators, will define the next 10 years. If you follow the Twitter stream at #startupmarketingconf, you’ll see he also addressed how human behavior is also being disrupted and what you can do to capitalize on this time of instability. I’m bummed I missed it.
I did arrive in time to catch the second session, featuring Brant Cooper, Co-founder of Moves the Needle. His presentation, The Lean Brand: How to Build Sustainable Growth by Creating Passionate Customers outlined ways startups can leverage LEAN management (typically associated with manufacturing). He discussed the Value Stream, which aligns with a traditional sales funnel. The seven steps of the value stream include:
1. Being aware of your brand (acquisition)
2. Intrigued (top of the funnel)
3. Trusting
4. Convinced (the conversion)
5. Hopeful (minimum viable product: MVP)
6. Satisfied
7. Passionate (the evangelists)
Cooper then discussed hypothesis-driven development, which means that you have to have something to test, beyond a product. The idea is that... Read more

Three lessons on how to start a movement from Amex Small Business Saturday

Posted by Robert Davis on October 2nd, 2014 at 11:35 am

Small Business Saturday is probably the best example in recorded history of marketers starting a movement that has achieved widespread societal adoption. Now, I'm not talking about a trend or a fad, but a true movement – a group of people across a broad swath of the population working together to achieve shared goals. In the latest episode of The Unconventionals, PJA President Mike O’Toole sat down with Mary Ann Fitzmaurice Reilly, SVP Customer Marketing and Engagement at American Express. Mary Ann was one of the key individuals responsible for nurturing Small Business Saturday from idea to execution to high-powered social juggernaut.
OK, that’s some serious hyperbole. Here's why it’s completely justified.
It’s incredibly hard for marketers to rise above the forces of compromise to launch a truly great campaign. Building a movement is way, way harder: the public is often skeptical about what's motivating the brand. Authenticity is a real challenge. Marketers might not have the patience (or permission) to stick with it long enough. And success or flop, whatever happens, it happens in public - which means a lot of risk for the brand. Now check out this earned tweet promoting Small Business Saturday in 2012:

Now, any remaining objections to... Read more

What The NCAA Tournament Teaches Us About Marketing

Posted by Grant Johnson on April 7th, 2014 at 1:54 pm

I always enjoy the NCAA Men's Basketball Tournament. My memories date back to 1977 when Marquette (from my hometown of Milwaukee, Wisc.) won the dance card and took home the trophy. After that victory me and a buddy ran outside hooting and hollering and played some hoops and pretended to be the players we had just witness win it all. What pure fun.
The NCAA does offer some great insights to marketers as well. Here are seven takeaways you can apply to your marketing:
1.) The small can dominate the big. If you have a small ad shop, a challenger brand or are a start-up, the NCAA tourney should give you renewed hope that you can compete -- and win -- even against larger competitors who will likely outspend you.
2.) It takes a great team and awesome leader (coach) to be at your best and push one another. The best individually deep team rarely wins the games; it's the best coached unit that excels as a team that wins more often than not. A great coach only helps.
3.) A bit of luck helps, so if you get lucky, take advantage of the opportunity you have. Very few had Connecticut and Kentucky in the final. If you... Read more

8 Most Interesting Niche Social Networks

Posted by Morgan Sims on March 22nd, 2014 at 8:09 am

Facebook, Twitter, Instagram -- all social media networks that have taken the world by storm and account for a total of three billion active users. Although most people today have an account on at least one of these three popular social sites -- if not more -- there are other ones that people are flocking to because they cater toward a specific audience.
With that said, here are eight of the most interesting social networks in the vast, ever-expanding online world.
For Those Who Nurse and Nurture: Baby Gaga
This pregnancy and parenting community is where women who are trying to conceive, mothers to be, and mothers share their experiences with one another. Whether it's finding an answer to a question, reassurance, or even developing a life-long friendship, Baby Gaga has helped thousands of women network and come together.
For Those Obsessed With Food: Foodie
Although this isn't a niche per se -- we all love food -- it still demands a spot on the list because of how awesome this social network is. Instead of gathering around the dinner table to exchange their love for food, people gather at their computers to connect one another and share everything from new recipes to restaurant experiences.
For... Read more