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Are You the CMO of Your Personal Brand?

Posted by Drew Neisser in Opinions on February 5th, 2016 at 7:32 am

Recently, I had the good fortune to be interviewed by Dan Raviv, a correspondent for CBS Radio. During our conversation, Dan asked me what "elements" he should mix together to help build an audience for the CBS News Weekend Roundup radio show. I hemmed and hawed a bit, suggesting he start with his target audience. He probed on this suggestion but I remained steadfast in the need to start with your customer, listen to their needs, find an insight and build from there. Of course, in classic writer-like wit, I thought of the perfect response an hour after I hung up with Dan. To redress the vagueness of my real-time suggestions, this post will outline a more precise path for Dan and the show to build a broader audience by applying a few of the “Elements” from my book, The CMO's Periodic Table: A Renegade's Guide to Marketing, and, at the same time, offer insights on how we can all become the CMO of our personal brands.

Element R = Research
Since CBS Radio most likely already has Nielsen data on the size and demographics of its...

Why Facebook’s latest News Feed update shouldn’t matter to you

What happened?

Facebook adjusted their News Feed algorithm this week, and apparently it’s a significant enough change to warrant a news update.

Every time Facebook tweaks the News-Feed-algorithm-formerly-known-as-EdgeRank, people get concerned that their content is going to vanish off the face of Facebook.

It seems that for most brands, that won’t be the case. So let’s break down why.

What does it mean?

Facebook is trying to reward the content which users want to see on top of their news feed, and give less presence to content where it detects brands are artificially spiking engagement or response.

The key quote from the Facebook news release is: “Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.”

That means there are posts that are going to generate good “engagement” — meaning clicks, likes, comments and shares — while still being penalized with fewer impressions.

How Facebook is determining which posts to penalize isn’t entirely clear. They mention a Feed Quality Panel of over a thousand users. A survey of tens of thousands of people each day. And a 5 star rating...

2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry

Posted by Doug Schumacher in Opinions on February 3rd, 2016 at 2:32 pm

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top yogurt brands in the US for 2015. We’ll analyze 5 category leaders: Chobani, FAGE, Yoplait, Oikos, and Stonyfield.

Highlights

  • Facebook is the largest network with 86% of the average fan count.
  • Instagram experienced the most growth at 133%, followed by YouTube at 40%.
  • Facebook is the industry leader in engagement, with 87% of the average total engagement happening on the network. Instagram had an average engagement of 14%.
  • Twitter is the leading network for posting, with 41% of the average posts. Second was Facebook with 24%.

Zuum - Social Media Benchmarking Data for the CPG and Yogurt Industry

E-Commerce Environment Still Facing Supply Chain Challenges

No doubt about it, e-commerce continues to grow and while it represents a burgeoning share of total retail sales, there are still significant hurdles to overcome.

“We’re in the midst of a profound structural shift from physical to digital retail,” noted Jeff Jordan of venture capital firm Andreesen Horowitz.

eMarketer reported, for instance, that e-commerce growth by quarter was about five times that of store locations in 2013 and 2014.

Yet there are headwinds.

Market research firm Market Track said companies that want to succeed in e-commerce must operate successfully amidst these risk areas that could undermine snaring and retaining customers:

• Volatility – Prices changing with increasing frequency and predictability;
• Non-compliance – Pricing and promoting brands and products outside established guidelines;
• Illegal/illicit activity – Counterfeiting and unauthorized resale;
• Size/scope – More retailers, resellers and products available online than ever before.

JDA Software Group also conducted a survey of more than a thousand online U.S. - based shoppers last year. Of the approximately 35% who bought online and elected to pick up their purchases at a store, about 50% experienced problems in initially getting their purchases. Wayne Usie, a JDA senior...