Archive for the ‘Marketing 2.0’ Category
I am riding in the car today with my 16 year old daughter. She was looking for a specific song on the radio. While constantly switching stations she was listening carefully but selectively scanning out the ‘wrong’ songs. Station after station was rejected until she heard the familiar song she was seeking.
This experience made me think of social media communications. How do you break through all the other “stations” out there and have your audience search for yours?
Here’s 3 tips for our Friday!
- Make it noticeable. The song my daughter was searching for had a certain beat. Does your message have the characteristics that will help it to break through the barrage of messages that bombards everyone every day. Should you use video? a Podcast or a blog? How do you express yourself? Make sure you have listened to the right influencers and plan purposefully the message.
- Make it targeted. If you use channels creatively and mix them well, you’re much more likely to get your message to those for whom it’s intended. The channels have to be ones that your target audience is exposed to. My daughter’s song was on her favorite rock station, not my jazz station. Make sure you are where your audience is.
- Make it crowd sourced. Testing your messaging can help you really ensure that you nailed it. I heard that Taylor Swift gets many bits of feedback on her songs from focus groups, family, and informally with fans. Sometimes you think you got it, but you missed something of importance!
Yes, my 2 daughters have shared with me
- Dude Perfect. There are 5 guys who were friends at Texas (and a Panda) that have a cool and fun YouTube channel. They started with basketball tricks and earned “endorsements” from their videos. Now they do comedy like sterotypes and more sports tricks. Now they have added games, books, and more. What I learned: My daughters love the quirky video fun and can’t wait for the next episodes. Their use of social is amazing and they have taken their passion and used it as a great example of the power of social and passion!
- Augmented reality (AR) art. My daughters recently showed me 2 postcards with art on them that came alive with a small AR app on my phone. Simply put — wow! The art came alive with flames that were painted and then on the phone it was real! What I learned: The world is changing to such a visual experience. My daughters expect an experience — whether it is AR or IoT sensors embedded to create an experience. A good lesson to learn and experiment with!
- They want our help. My daughters showed me today this note that a mom wrote to her son’s facebook friends. They wanted to chat on it but it was interesting that they “liked” reluctantly what the mom had done. What I learned: Kids do like help on social. My daughters AHA moment was her telling me that the accountability I have with her on Instagram helps her maintain “her” standards.
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From #SMMW15, I loved Douglas Karr , the President and CEO of DK New Media, and his examples of powerful Influencer Marketing.
Authenticity is when your voice and input are helpful, real, verifiable and meaningful, A simple example of the power of authenticity is a viral video hero!
The Authentic Rap
Did you catch the YouTube video that a husband filmed his wife in a very authenticate set of moves, as she raps to a song in the car. It has about 18M views to date. And the song playing by Salt and Pepper received another 500K downloads through the Ellen Show.
The Brand “takes over”:
Acura asked this “YouTube” star to do a commercial for them with their rap. I still like the rap in their new commercial — but it only racked up 172K views on YouTube “Drive like a boss”. Why? It was not as authentic because of the heavy branding.
The second video is very branded, and not as authentic. The big question is how do you leverage an influencer in an authentic way?
Doug’s 3 top pieces of advice:
1. Leverage influencers that have an audience that matches your audience.
2. Find influencers who are willing to share the story with their audience.
3. Measure the impact of the influencer