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!
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]