Tagged 'marketing'

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

What My Job Search has Taught Me About FinTech and the Customer Experience

Posted by Roger Marquis on September 17th, 2015 at 8:42 am

Recently, I lost my job. Since then, I have been searching for a new position in marketing management. As I conduct my search, one area in which I have been focusing has been on the FinTech industry, because the companies within this industry hold a great deal of potential and a unique set of marketing challenges.
As I research this industry, I have come to realize that these companies are out to change the traditional and incumbent products and services (i.e., investment advice, portfolio management, trading, payments, currency exchange, lending, etc.), which are offered by today’s financial firms. But, as obvious as this goal may be to most, what’s less obvious about FinTech companies is the by-product of all of their new and different products and services: the customer experience. Maybe other business professionals don’t see it the same way I do; but as I read one website after another, one piece of marketing collateral after another and one article after another, etc., it seems as though what these upstart FinTech companies really want to do is disrupt, alter and improve the overall customer experience.
Sure, traditional... Read more

Joseph Carrabis' Under the Influence: Reading Virtual Minds Volume I Science and History, 4th edition

Posted by Joseph Carrabis on August 26th, 2015 at 11:12 am

Buy this book to make me happy

Pet Food Social Media Campaign #becausebacon Analyzed

Posted by Doug Schumacher on August 11th, 2015 at 12:37 pm

The Beggin’ pet food brand has recently launched a new social media campaign around the hashtag #becausebacon. The Subject Analyzer report, below, includes a number of key metrics showing the calendar, network distribution, and related topics for this campaign.

The Posts chart shows that 71% of the campaigns posts are happening on Instagram. Looking at the next chart over, Engagements, you can see why. The brand’s Instagram content is generating an engagements-to-fans ratio significantly higher on that network than either Facebook or Twitter.
Looking at the Posting By Day chart, we see that Twitter and Facebook have only been used for the launch day, and the most recent day of posting, with the rest of the posts going to Instagram. Given the brand’s large community size on Facebook (see the Global Fan Leaderboard below), my assumption is that the brand is using dark, or targeted, posts to reach their Facebook community. Their fan base on that network is too large to not be leveraging for a campaign like this.

Taking a look at the brand’s content distribution for all public posts during this time period (July 1 – August 11, 2015), the Subject Analyzer report below shows the brand even more focused on Instagram.... Read more

Consumer electronics industry leaderboards for Facebook, Instagram and Twitter

Posted by Doug Schumacher on August 3rd, 2015 at 9:22 am

With July behind us, let’s take a look at how the top brands in the consumer electronics industry performed on Facebook, Twitter and Instagram. The brands assessed are GoPro, Sony, Canon, HP, Vizio, Nokia, Bose, Samsung and Panasonic.
We’ll start with the Facebook leaderboard, below. While a number of the brands have amassed impressive followings, it’s the posting volume of GoPro that I find most interesting. Especially given this is Facebook, a network that most brands seem to treat with a certain amount of restraint when it comes to posting. At least compared to Twitter and Instagram. The reasoning is that Facebook has a filtered feed, so theoretically, if brands concentrate their efforts on producing outstanding content, then that content should rise to the top of their fan’s newsfeed and be seen. GoPro clearly doesn’t feel that way though, and unleashed a whopping 149 public posts in July.

Next, we’ll move over to the Twitter leaderboard, below. Twitter is a network we typically find brands posting to in higher volume. And you can see that the average volume of these brands is 60 posts a month. A good amount above Facebook’s industry average of 40 and Instagram’s 33. Here again, we see GoPro posting... Read more