Tagged 'branding'

3 tips for brands that want to go big on BuzzFeed

Posted by Bethany Simpson on November 19th, 2014 at 2:38 pm

tl;dr: If you are working in branded content, you need to take authenticity seriously.
If you want to tap into BuzzFeed's 150 million monthly uniques, you can't wing it. Audiences can sense if content was created by socially-fluent insider, or someone with a cursory understanding of the community vibe. We spoke with BuzzFeed's senior director of creative services, Melissa Rosenthal, at ad:tech NY 2014 about the best ways brands can take advantage of content opportunities on the internet giant, what it looks like when brands are trying too hard on BuzzFeed, and the most important consumer media habits brands need to be ready for in 2015 (and beyond).

3 tips for brands that want to go big on BuzzFeed

What it looks like when a brand is trying too hard on BuzzFeed

Before planning your content, make sure you're "a student of the internet." Otherwise it could be obvious your brand is playing in a community it doesn't understand. Goodbye trust.

New consumer habits brands need to be ready for in 2015 (and beyond)

"I never feel like I work in the same industry for more than three months," said Rosenthal, commenting on the rapid evolution of consumer likes and habits. Here are the most important... Read more

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