Toronto - New York
Author of: Influence Marketing: How to Create, Manage and Measure Brand Influencers | Partner, Sensei Marketing | Moderator #Bizforum Twitter Debate
@jmctigue Correct, I didn't include LinkedIn because that's an entirely different animal to Facebook for businesses. Unlike Facebook, people logging in to LinkedIn are more inclined to participate in business conversations - for educational purposes or for transacting actual business.
I'm not satisfied with the gamification occurring on LinkedIn (by both the social network and the users trying to be "influencers" on Pulse) but it is certainly more conducive to community building for B2B organizations than Facebook.
4 weeks, 1 day ago on Your Business Doesn’t Need A Facebook Page
@dbvickery Right?! This is one of the best case studies of social responsiveness I've seen. Good on them.
4 weeks, 1 day ago on Twitter Saves The Day For Virgin Customer In The Loo, Avoids #PooGate
@ChandaGunter Thanks for joining the debate.
As Danny said, 6 posts by Starbucks this year, with no discernible strategy, is not a social brand on FB. Before that they only posted twice in December, the busiest retailing month of the year.
Also, my "primary point" is not how Coca Cola or Starbucks use Facebook Pages - they're just an example of the primary point: Facebook does not necessarily deliver the brand-customer engagement that many expected. And that's OK.If you take a look at the volume of activity on MyStarbucksIdea - an owned brand community - and compare that to their activity on Facebook, you'll see my point. For many businesses, Facebook has become an ad platform when the real social brand-consumer engagement is happening, succesfully, elsewhere.
@Danny Brown I do believe that "social is the new marketing" but not in the way most marketers define it or try to sell it. Social isn't necessarily about engaging fans on social networks. It's a change from broadcast advertising to a more interactive and inclusive style of communicating, which isn't defined or contained by social networks. Social media has trained consumers to demand and expect more engagement; the Internet has placed a lot more power in the hands of consumers. This new style of brand-consumer engagement is often more effective in brand-owned channels where consumers can be better segmented, pinned to a specific stage in the life cycle, qualified, and then managed by the appropriate people within the organization (or, where appropriate, by automation).
It's a more scalable solution - and one that allows for better business intelligence gathering. But what do I know.
@Howie Goldfarb Excellent point - for larger businesses "being human" is a physical impossibility - unless, as we've done with some larger clients, they create localized communities and embrace customer advocates to speak on behalf of the brand.
Funny, we've spent the last 7 - 10 years trying to build the largest online followings possible only to realize that the larger they grow the more important one-to-one conversations are.
@profkrg I believe the problem lies with people who want to blog to become famous, "influential," or to drive traffic to their sites for revenues, etc. They are not blogging to share their wisdom, experience or POV; they are blogging for the sake of doing it.
They start by reading "how to guides" that promise riches if they can build up enough followers and likes, instead of, as you suggest, first building and audience by listening and responding to their needs.
1 month ago on Your Blog Should Not Require A Topic Generator
@Danny Brown Heh, "waiting until you have something to say" breaks EVERY rule content marketers (and their inforgraphics) tell people to do: Volume, volume, volume. Are you suggesting that blogging become less, well, formulaic? Chaos! Anarchy!
@Milaspage Thanks Mila. "...listening to customers, asking questions..." excellent tips. All the content inspiration a business blogger needs is right there. Also, "put some heads together in your organization..." is a good tip. No reason why it can't be a group effort. The one tip I'd add (and what's made this blog better) is hiring an editor if your
editing skills are not great.
@rebelbrown Well now I'm just depressed.
1 month, 3 weeks ago on Smartphones and the Numbing of the American Mind
@markkolier Heh, can you imagine: Employer: We're mandating that you don't use your phones to check email on weekends, vacation, etc. However, you can't check social media, news, or personal email on your phone while at work.
Employee: *Resignation Letter*
@markkolier I'd like to see employers and/or managers take the lead and declare off-hours as work email/text free zones and include compliance with such policies in the employee's performance review. Hahahahahahahahahahahahahahahahahaha
I almost got that out without laughing.
@Danny Brown I'm not sure our smartphones (or any digital device for that matter) can be ignored. It's a love/hate thing. We know we're addicted and probably turn to them way too much, yet employers/clients keep us tethered to them, Our kids/friends/spouses have replaced telephone conversations and even email with instant messaging and texting for communications. Life is occurring in real-time more than ever and we need/want that instant response. Now that we're beginning to understand the possible effects on our addiction (texting/driving, overuse of mobile devices = decreased innovation/creative thinking, etc.) maybe we'll do as you do and ensure we have "phone free zones" where we give ourselves the time to just be in the moment with ourselves and/or our loved ones.
I'm not holding my breath.
@berkson0 I'd say that mass advertising (television commercials) is not a dying model, but it has dramatically changed. We need to dig deeper into available data (or work on creating new data sets) that are combined with customer journey analysis. Over here, we're looking at how we craft the micro-targeted commercials with other media campaigns to better target and track the effect on customer lifetime value.
1 month, 3 weeks ago on Big Budget Commercials are Poor Customer Acquisition Tools Thanks to Audience Fragmentation
Good case study. Turning prominent bloggers, once negative on the brand, into advocates will give their voice more weight (Pardon the pun, couldn't resist).
I would have encouraged Target to embrace these fashion bloggers - and their audience - in the development of those lines (think tank, feedback, designs, sneak peak, etc.) and not just to promote the new department when launched.
1 month, 3 weeks ago on Influencer Relations and the Target Plus-Sized Win
@berkson0 And by "catch up" you mean their calling BS! :) Fair point. From personal experience, I can tell you my son, who was a Millennial, had a very large following on FB but rarely engaged there or wherever there was a ton of people. He preferred smaller groups, especially tech groups. Said he found more useful information and engagement there. Smaller communities is where the pendulum is swinging?
2 months ago on Social Media Has Killed Consumer Trust
@JillKroppManty ah, those wacky Millennials...
@JillKroppManty FYI: The survey question was through which methods do you prefer to get information about products and services, which is different that how do you make purchase decisions.
@Danny Brown Hmm...sounds like "sitautional factors" intersecting "influence marketing" to me. Someone should write a book about that. ;)
@Danny Brown Or is that a case of college students simply being broke? We know Raman noodles are full of MSG but we ate it by the case load in university cause it's all we could afford.
@Danny Brown Cool. As you know, the purpose of our posts here is to create debate/push the discussion forward. Love differing opinions.
The fact that college students report Internet or TV ads as preferred sources of info (chart 1) does not have a bearing on the notion of trust. True, ads on the Internet ranks up there at #2 but to me the bigger story is the distance between word of mouth and "information on the Internet" and "online reviews." In terms of trust, which this post is about, that's more telling. In fact, I think it supports my argument: I would interpret preferring ads to recommendations or general info on the net as them understanding they need to go find the info themselves instead of relying on the Internet's wisdom of crowds. When social media ads are more important to them than online recommendations - especially for crowdsoursing-happy Millennials - you know there's an issue with trust!
@Liz There's no doubt that marketers, for the most part, have misunderstood that real influence is based on commentary by trusted individuals, not social celebrities, etc.@dannybrown and I explored this at great length in our book. There's a difference between the earned media (brand awareness) that is generated by social celebrity/talking heads and customer acquisition and customer lifetime value generated when trusted colleagues, in the right circles share relevant content. That said, isn't misinterpreted/misconstrued trust the same in the end? Will it not eventually lead to a break in trust between consumers and the masses? Thoughts?
@jaklinbadr2013 Too late maybe? Consumer trust is gone? http://www.senseimarketing.com/social-media-has-killed-consumer-trust/
2 months ago on Inauthenticity – Social Media’s Dirty Little Secret
@JulianAdorney Coming back to this post today because of recent news that spurred this post on the decline in consumer trust. I do believe that testimonials have become meaningless for many.
@Danny Brown No, books were just another symptom. Books, Klout scores, Badges for blogs, Top-XXX Social Media Rockstar articles, etc. etc. Social media allowed everyone to become a content creator, the ability to build a personal brand. Early adopters were elevated because, well, they were early adopters - few others were doing it and the masses followed. Until they started to believe their own hype. Others took advantage of the platform and tools to artificially inflate their credentials, egos, bios, etc. (I blame Klout, but that's just me). See my post today. The pendulum is swinging back.
2 months ago on RIP The Death of the Social Media Rock Star
@DinorahFlores Too many businesses and marketers have caught up in building large social communities with no thought to managing "the right message to the right people at the right time" in those communities.
2 months ago on Survey: Real Forces Disrupting Marketing Effectiveness
@raheela_n Two thoughts to consider in answering your question:
a) the fact that data-driven decisions are still considered a challenge means that marketers don't yet know how to acquire or interpret the data. Or, they have not allocated budgets/priority to doing so.
b) the effort/cost of mapping/managing the customer journey is a long-term solution that most business executives fail to fund/recognize. They're all looking for the next quick hit (number of likes/earned media) to prove their worth come quarterly review.
@ethnicomm @40deuce - Oh! Oh! And when you do, be prepared for the class to seek out the implications of this research/monitoring on influence marketing. I'm prepping them as we speak.
2 months, 1 week ago on Visual Influencer Marketing Is On The Rise, But Is It Worth The Investment?
@KayChatz Sadly, marketers have convinced many executives that building awareness and brand recognition is the way to drive leads. Once leads are created, any failure to convert is blamed on the sales team, the product, etc.
In my mind, marketers can - and should - do a better job at closing the sale by better understanding the purchase life cycle and better targeting those most likely to buy and/or more likely to become high-value customers. It's possible, it just requires more effort and commitment.
@supriya81 Definitely...the creation of buzz or brand awareness is not ineffective. Often, I'm criticized for thinking that earned media or relationship building is social media is worthless. The opposite is true. These are important aspects of an influence marketing strategy; however, they're just one, small part. My point is: generating buzz may influence brand awareness/recall but the link to actual sales or acquiring the highest value customers is anecdotal at best. Causation vs. correlation.
@raheela_n Correlation vs. causation. Sadly, most marketers - and especially in social media marketing - base metrics and self-kudos on correlation. Identifying if the a marketing campaign causes change in the value of a customer (customer life time value) or directly affects the business's bottom line requires effort and knowledge. Too few take the time (or are allowed the time/budget but executives).
@40deuce Great marketing often isn't about creativity but trial and error (and learning/adapting from lessons learned). Influence marketing can work that way too, provided that you don't just rely on a general broadcast message from those with large social followings. Understanding who is in the buying cycle, who will be in the buying cycle, who is already a customer, and who will never buy from your business is hard to do without some trial and error. The key is you must be aware that this is the goal - and to then work on better analyzing your existing customer base, match that to the "influencers" audience, and finally, create trackable campaigns that will help measure how accurately is their advocacy connecting to the right people. Hmm...someone should write a book about this. ;)
@Madolyncn Agreed - that's the difference between influence marketing that generates buzz and those designed to measurable sway purchase decisions. The latter require more upfront investment (time/budget) but invariably results in a better ROI.
@natashavermanew you're right that the "Most difficult think is to find the right influencers" but it's not necessarily the right influencers "related to your brand." There are very good services available today that can match blog and social media conversations with brand messages. I'm thinking @traackr, for example or @InNetworkInc for bloggers. The challenge, in our experience, is identifying who among the influencers' social graphs are people either in the buying cycle or have the potential to be in the buying cycle. It's about turning awareness into sales, completing the cycle. We can't rely on influencer software to do this, as marketers we need to find a way to use the best software as part of a complete 'life cycle marketing" effort.
@markwschaefer Thanks Mark, we're seeing early successes with the new product/model and anxious for the full roll out.
2 months, 2 weeks ago on Sensei Marketing Pivots to Meet Customer and Market Demand
@OurManinTO Yeah, I like the pop-up store idea too. It seems that retail stores need to make the experience of in-store shopping more of "an event" than simply a utility.
2 months, 3 weeks ago on 360 Degree Retailing: Reassessing Brick and Mortar Stores
Thanks for writing this Margie and I hope it's read by all those who may be suffering with depression. The sad truth is that those suffering don't feel the love that surrounds them. I can tell you from experience that despite the heaps of love that my son was fortunate to be embraced with by family and friends, his depression prevented him from "feeling any connection or bond to family and friends." Depression is an insidious disease. It prevents you from accepting the one thing that you really need. Sadly, it's rare that anyone can break through the wall that depression erects around its victims. They must make the decision to ask for help. Thank you for continuing to talk about this illness. I pray that our efforts will get through to people.
3 months, 4 weeks ago on Open Eyes. Open Heart. Open Hands. #NotAlone
@TheDaveReynolds Funny huh? The concept of a "negative fuck" is still messing with my mind.
4 months, 3 weeks ago on The Friday Trifecta: GoPro, Vytautas Water, and Vizio’s HD TVs
@TheDaveReynolds <blush> thanks.
@Jason Stone My point of view is that major decisions such as the abandonment of the original Coke recipe based on crowdsourced data - however it was undertaken - was a mistake. Regardless of how the questions were posed, the fact is they underestimated the public's love of tradition and their emotional connection to brand. Coke's representatives themselves have admitted to that.
5 months, 3 weeks ago on Crowdsourcing: Customers Don’t Always Know Best
Will it involve a green man-thong? Inquiring minds want to know.
5 months, 3 weeks ago on BIG ANNOUNCEMENT: November 3, 2014
5 months, 4 weeks ago on Crowdsourcing: Customers Don’t Always Know Best
@SMSJOE You know how much I hate "it depends" answers. I prefer people take a stand and explain why - or explain the pros/cons as they see it.
I believe there's value in crowdsourced information; however, too many businesses fall into the trap of using it as the basis for their decision making (especially marketers!)
@jack_mattr Thanks for the kind words! I'm glad you like this first in a weekly series. There are few reasons for the shift IMO:
- Sbux is expanding heavily outside of the US. International operations are becoming more and more important to the long-term health of this company. Clearly, they can't do a Frappucino commercial when products aren't consistent around the world. I think this campaign creates a brand consistency that may be lost as they expand internationally.
- They've tapped into a growing sentiment: We're too connected digitally and relying too much on social media to maintain friendships. They're positioning themselves - very cleverly - in this cultural shift.
5 months, 4 weeks ago on The Friday Trifecta: Starbucks, Coke, and Southwest Airlines [Case Study]
Belief in yourself/your views and having a point of view resonated with me here. Great tips.
For my blog, I found having an editor (to help with content calendars and actual editing) is a key to success. She helps improve the overall quality of end product, which has helped attract the right audience.
6 months ago on The Three Core Tenets Every Successful Blogger Needs to Have
@jack_mattr Thanks Jack. No, these tactics were not highlighted in our book, which was more focused on identifying decision-makers in the purchase life cycle and how they make decisions. We're now expanding on tactics and some best practices within this blog. Stay tuned for more!!
6 months ago on The Principle of Reciprocity and Influence Marketing
So, here's the thing...I've learned (the hard way) that in social media, there really is no separation between the personal and professional self. What you say in personal channels becomes inextricably linked to your professional persona - and vice versa.
As a result, while we should speak our minds, challenge the status quo, etc. as we try to educate ourselves and those around us, it's not always possible. To do so, we'd have to, as you say, not give a crap. Not giving a crap isn't limited to what others think about us, but not giving a crap about the repercussions of the reactions to what we've said on our professional careers, our spouses/children, etc.
As you know, I'm a big fan of public debate and often argue opposing views just for the sake of pushing our understanding of an topic further; however, I've also become keenly aware that those views can negatively affect my ability to earn an income. Often it's not about what I've said or whether I care what others think (I don't), it's the effect of the reaction to that comment - justified or not - that can have negative implications.
This isn't a black 'n white issue.
6 months, 2 weeks ago on The Beautiful Freedom of Not Giving a Crap
Without these sayings, I'd have nothing to say?!
6 months, 2 weeks ago on 12 Most Trendy Clichés on Social Media
@jrcorke Same could be said about all social media marketing. Good point.
6 months, 2 weeks ago on – Debate – Final Round <br />Crowdsourcing: Good or Evil?
@Sam ODaniel Ha! Yes, exactly. It's easy to say that crowdsourcing is the way to go...until we really think about it. Then the caveats start to appear. :)
@AmyVernon Therein lies the problem with most social media marketing/communication efforts. It's not a catch-all solution and it does not solve every business or charity's challenges. Whatever side of the debate one falls on, I hope that this dialogue will get people to THINK about crowdsourcing and not just turn to it without first considering how the pros and cons will affect their businesses.