No one has done more for the medium that is Twitter than “The Donald.” Listening to a snippet of the president elect yesterday, it made me feel as do many of his sound bites. I get the sense someone feeds him a disruptive and memorable sound bite (or he comes up with it himself) which he repeats 3 times. Sans evidence or support. Then he moves on. These sound bite are what hit the news. The approach is perfect for this Fast Twitch Media world.
In social media, sound bites can become memes. Memes get passed around as fast as jokes and news. And they can certainly last longer. I built a consulting business around brand and marketing memes.
Have you ever gone to concert and sung along with the artist, but only able to sing a few of the hook lines? On the web, the memorable lines are the memes, everything else is flah-flah-flah content.
So, the social media tip is: “Know how to build memes.” Memes that point back to you or your company. Memes that others will replicate and share. Google reads the web every minute. And you can’t buy off Google. You can sometimes trick it, but it can’t be bought. Memes create traffic.
If you are good at creating memes, endemic to your brand, if you use them and own them, you will win in social media. Just ask “The.”
PS. For more social media tips, Google “Social Media Guard Rails” (a meme).
July 17, 2018 in Marketing
My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. […]
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]
July 5, 2018 in Marketing
Kandee Johnson is a supratypical “Posters.” Different than a Paster, a poster is an original content creator on the web. I first ran into Kandee while researching an assignment on Plus White teeth whitener, a national consumer brand out of New Jersey. Kandee was a blogger and vlogger with an amazing following of young women. […]
July 3, 2018 in Marketing
The most powerful cognitive trait on the planet is learning. Animal’s learn where to feed. Insects learn how to procreate. Children learn to associate pain with danger. Learning is everywhere. Except in brand strategy. At What’s the Idea? learning is a fundie. It has been a peeve of mine for years that most advertising is […]