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).
August 18, 2017 in Marketing
A number of years ago, while with McCann-Erickson, I was on the new business team that pitched and won the worldwide Motorola account – at the time one of the world’s premier technology corporations. Someone smart upstairs decided it would be a good idea to put a global research project in play to tout the […]
August 16, 2017 in Marketing
I love Christopher Walken. I’m beginning to appreciate Justin Timberlake. And I’m a huge fan of healthier-for-you foods. Brands are my thing and as an ad rat, my senses are heightened during the Super Bowl. All of these things converged during the Super Bowl of 2017 with the fruit drink spot featuring Messrs. Walken and […]
August 11, 2017 in Marketing
It has been a while since I watched my technology hero Robert Scoble on a video. He disappeared for a while, doing some Augmented Reality work, writing a book and living his “real world” life. Also he somewhat replaced Scobleizer.com with posts to Facebook. Anyway, I received an email from him today promoting a newsletter […]
August 10, 2017 in Marketing
I’m not sure when it happened, but at some time during brand planning career I began looking at assignments with the glass half full. Prior, there were a number of categories I walked into and start to twitch. “How am I going to learn this stuff? It’s too complicated. It’s dense and unappealing. Healthcare was […]
July 27, 2017 in Marketing
My friend, Roy Elvove is EVP Worldwide Communications at arguably the best ad agency in the world, BBDO. But to meet “Doc,” as his wife and friends call him, you’d never know he holds such a lofty job. He has worked at BBDO since 1999 and never, ever taken the spotlight off of BBDO, it’s executives, […]
July 24, 2017 in Marketing
I was a judge yesterday in the Griffin Farley Beautiful Minds completion. Mr. Farley was a BBH strategist who succumbed to cancer at way-too-early an age. The competition, and he would, likely, never have used the word competition, is a legacy built upon his nurturing of young planners. Clearly a beloved man. The showcase reminded […]
July 21, 2017 in Marketing
In 1974 JWT London’s Stephen King wrote a Planning Guide. Thanks to Julian Cole of Bee Bee Do (BBDO) for sharing it today. The JPEG below summarizes nicely how a brand works, based upon Mr. King’s constellation of “appeals.” This is a smart boil-down of what a brand is, why it works, and what it needs […]