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).
June 22, 2017 in Marketing
Every brief is a brand brief…that is, until the brand brief is actually written. This is my life. A friend asked for some help with his website. I was paralyzed until I wrote a brand brief. “Can’t you just write copy for the website? Only a couple of pages?” Sorry. A brand consultancy asked me to […]
June 21, 2017 in Marketing
I’ve written tons of briefs. Mostly for ads. The last quarter ton have been mostly brand strategy briefs which create “the organizing principle for product, experience and messaging.” My first healthcare brand brief was for the North Shore-LIJ Health System, now Northwell Health. Fifteen years and 3 agencies later, I’m still excited to hear my strategy […]
June 19, 2017 in Marketing
Home delivery is becoming a retail utility. As we gobble up planetary resources and spit out carbon particulates, smart people are going to realize that multiple deliveries each day make no sense. The US Postal Service, may pass the UPS truck, who drives by the FedEx van to your front door. The Pea Pod man […]
June 16, 2017 in brand agenda
Though I am of the belief that political strategists have a lot to learn from brand planners, I do acknowledge borrowing some tools from politics; for instance, the nomenclature for my “brand plank” framework comes from the political arena. Reading a political story yesterday, in which the word “agenda” came up, I immediately wondered how to […]
June 15, 2017 in Marketing
I like beer. More accurately, craft beer. The wifus was at Costco a few days ago and asked if I wanted a case of Kirkland craft beer. I’d seen them in the store but never paid them much mind. “No thank you” I texted back, but was too late. In the fridge last night looking for […]
June 14, 2017 in Marketing
The rectangular National Geographic logo element, here depicted, is brilliant, simple and iconic. Turn the element 90 degrees and you have a whole lot of nothing. Alter the color a shade and you have a yellow box. This little rectangle in the corner of my TV set last night watching the Sebastian Junger documentary on Syria brought to […]
June 13, 2017 in Marketing
I was on the boardwalk at Rockaway Beach this past weekend and came across this little dispensing display. It was sampled SPF 30 sun screen by Brightguard. “In Situ” marketing is an exciting new addition to the new advertising arsenal. Placing ads or doing sampling in a places of product or service impact is the best form of […]