Altimeter Group’s Jeremiah Owyang conducted a webinar a couple of days ago, along with Michal Della Penna of StrongMail, on social media today and tomorrow. He made two very key important points. Don’t market your ass off (my words) only to give your traffic over to Mark Zuckerberg. And don’t use “engagement” as a key metric when trying to prove social media ROI to your executive committee.
Point 1. I’ve heard on a number of occasions, from some pretty smart, that many companies are considering reducing the scope and scale of their corporate websites in favor of bulked up their Facebook efforts. Mistake. Overblown company and brand websites can be a blight, but they don’t really hurt anybody. Letting all your customers and prospects learn about your product on Fotchbook on the other hand, can dilute your control and funded sales efforts.
Point 2. Consumer engagement, often defined on the dashboard as clicks, time on site, members, views, likes, check-ins are not sales. Certainly they can lead to sales, but until tied to money changing hands, its engagement not a wedding ring. It’s like dating without the you know. We all know dating leads to you know, so I’m not pooh-poohing engagement, I’m just suggesting as did Mr. Owyang that executives care about da monies. When was the last time you read a financial article the headline for which was “Goldman’s Engagement Slid 53% In Quarter.” Peace!
February 21, 2018 in Marketing
Claim and proof are the driving forces of the What’s The Idea? brand strategy framework. Find a claim (a simple, endemic idea that sets your product apart from the competition), then array three proof planks beneath. Proof sells the claim. It is evidence. The planning rigor, unlike many, is evidence-based. It’s not overly complicated. That’s […]
February 20, 2018 in Marketing
Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way […]
February 19, 2018 in Marketing
One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights. To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you […]
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]