Tagged 'community'

Tell Me the Story of a Log Splitter

Posted by Benjamin Taylor on December 21st, 2015 at 4:09 pm

Businesses are too often controlled by accountants. Fiscal responsibility is important, but businesses fail when short term profit motive is allowed to gouge the beating heart out of a business. Long term goals, core values, and human engagement, all of which may be responsible for the company's appeal and identity, do not become dispensable just because they are not directly bringing in money. The reason I bring this up is because we have a similar tendency in marketing when it comes to measuring return on investment (ROI).
My job is content. If I want my work to be valued, then I need to bow to the almighty Greenback and show my boss the money. My work needs to have a demonstrable short term ROI. I've worked for a handful of companies, and I've looked at the work of hundreds of competitors, and it looks very much like this is the prevailing strategy in web content today. We need to turn away from this. It's incredibly shallow marketing for shallow business owners, and if you want your business to succeed in the long term, then you need to think much bigger.
I have published several posts on this blog about our need to step... Read more

Connecting with your Community's Causes

Posted by Benjamin Taylor on October 29th, 2015 at 9:48 am

I recently joined a new e-commerce network. It's a fairly challenging marketing experience, as it lacks the budget and brand authority that normally acts as a good crutch to get specific influencers to take you seriously. Without having those shortcuts, you're forced to be more creative, and really demonstrate the value you can bring to the table.
Marketing from the ground up like this allows you to build up the image and brand you want from scratch. One way we're doing that is by producing content that is relevant to the communities and individuals in our niche.
For one of our retailers, a crossbow store, we decided to go political. Crossbows are controversial in many states, especially their use in hunting. As a crossbow retailer, our position on this debate is entirely predictable, which means that there is no controversy, and no risk, in taking a stance on it. So, to appeal to pro crossbow influencers and hunters, we produced an article on crossbow advocacy and how to advocate for crossbow hunting, which we shared out on social media, and to a number of advocacy groups. This doesn't instantly make us an important part of the niche, but it's the first step... Read more

Creativing :: Facebook invents the future, designing around customer hassles, and merging social and paid media

Posted by Doug Schumacher on September 23rd, 2011 at 9:53 am

Facebook Changes Again: Everything You Need To Know
Read this to see the future. The level of nuance to engagement is great. What’s remarkable is that Facebook had 500m people visit the site in a single day. Remarkable level of visitor loyalty.
Text Messaging: The Great Age Divide – Aging Online
This is quite a revealing chart. Note the precipitous drop once people hit an age where they’re likely in the workforce, or at least spending a lot of time in front of a computer at a desk. Younger people simply tend to be more socially active, and geographically mobile. And when you’re out and about, everyone knows texting’s value. I’d be curious to see how much IM the older ages use. My guess is a lot, and that while that was the communication mode of choice by young people ten years ago, it’s now moved over to mobile phones.
Google + 1 Button On Display Ads, Plus Influence Ad Quality
This is basically what Facebook has been doing since their Comment ads. What I find notable is the clunkiness of the term “+1′d”. That looks terrible in print, and sounds even worse. Maybe “Liked” wasn’t perfect, but at least it rolls off the tongue.
Hassle... Read more

Creativing :: The new new agency, sweet QR code designs, and how hotels are using social media rewards

Posted by Doug Schumacher on July 28th, 2011 at 11:31 am

The latest in new media marketing strategy and tactics:
Building the Agency of Now « Threeminds
Love this voice-of-reason POV on the industry.
The Top 10 Marketing Sites For Social Media Marketing Trends | Fast Company
According to a recent survey by Effie and Mashable, 87% of marketers said social media was “important” or “very important” to achieving their biggest marketing goal this year. So we know social is a key marketing activity for many leading brands. So where are marketers getting their social media information? From this survey, it’s not primarily the traditional advertising publishers, although a few of them did make the list.
Report: Amazon To Use Two-Finger Touchscreen To Keep Table Competitive With The iPad | TechCrunch
The battle to grab market share from Apple, be it from the iPad or iPhone, is going to be an interesting story over the next couple of years, and should offer interesting insights into the power of a brand versus a low price competitor.
Milk Campaign Withdrawn Amid Charges of Sexism – NYTimes.com
Perhaps the most interesting comment is the last line. A seasoned ad exec surprised but the uproar speaks to how much has changed since 2005. That rate of change doesn’t happen in other media platforms.
Judge dismisses... Read more

Creativing :: Led Zep YouTube mashup, an epic iPhone plunge, and visualizing cable news topics

Posted by Doug Schumacher on July 21st, 2011 at 8:42 am

The latest in new media marketing strategies, tactics and technologies:
100 YouTube Videos Come Together To Cover Led Zeppelin [VIDEO]
More than anything, I think this shows how something as seemingly simple as video sharing has impacted so many people in so many situations and environments, and draws a common thread across all of them.
This iPhone Survived a 13,500-Foot Fall
A great brand story, irregardless of what a freak event this may have been.
Track that bias: New app visualizes cable news topics live — Online Video News
The first 2 paragraphs of this are all you need to read to get a nice sense of how text analysis can be used to add depth and perspective to a batch of data difficult to otherwise get a good grasp of.
How Bing’s Editors Choose Sexy Images To Seduce You Away From Google | Fast Company
A battle of the page design strategies between Microsoft (Bing) and Google. While Bing has supported their page launch with a significant paid media effort, I can see how this more emotional greeting is a great shot at Google’s supposed strength; simplicity. It’s like the political debate strategy of attacking, not your opponents weaknesses, but their strengths.
AmEx Links Up Facebook With Coupon-less... Read more