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).
May 19, 2017 in Marketing
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access […]
May 18, 2017 in Marketing
Someone on Quora asked a question about the worst taglines used in branding. Got me thinking. Brand planners may feel differently about taglines but for me they’re a powerful branding vehicle. To the tagline falls the work of explaining and defining what the brand is when the name falls flat. When a name doesn’t pass the Is-Does test […]
May 12, 2017 in Marketing
I write a good deal about pent-up demand. It is a marketer’s best friend. When Miller Lite was launched no one had ever successfully marketed a low calorie beer. Ergo there was no demand. The market had to be educated as to the value of light beer. Once done, demand was there. No pent-up demand. […]
May 11, 2017 in Marketing
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
May 10, 2017 in Marketing
Marketing is problem solving. Through productizing and service-izing. And since marketing is inextricably linked to branding, problem solving is inherently a good brand strategy trait. The digital economy has brought us many things to be excited about as marketers: the web, big data, small batch/craft economy offerings, and the Uberization of services aka the sharing […]
May 8, 2017 in Marketing
I learned that whenever I was “selling” and it didn’t sound natural, I wasn’t really selling. I was wasting breath. When I sounded like a commercial or a brochure, I was wasting time.
May 5, 2017 in Marketing
At What’s The Idea? clients pay the bills. They do the hiring, provide the homegrown insights and share business data. Without clients there would be no brand consultancy. But clients are not my customer. My customer is the brand. It is the brand to which I pay allegiance. It is the brand that is the object of […]