Toronto - New York
Author of: Influence Marketing: How to Create, Manage and Measure Brand Influencers | Partner, Sensei Marketing | Moderator #Bizforum Twitter Debate
@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.
1 day, 17 hours 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.
1 day, 21 hours ago on Visual Influencer Marketing Is On The Rise, But Is It Worth The Investment?
@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.
4 days, 12 hours ago on Visual Influencer Marketing Is On The Rise, But Is It Worth The Investment?
@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.
4 days, 20 hours ago on Visual Influencer Marketing Is On The Rise, But Is It Worth The Investment?
@markwschaefer Thanks Mark, we're seeing early successes with the new product/model and anxious for the full roll out.
1 week, 5 days 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 weeks, 2 days 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.
1 month, 3 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.
2 months, 2 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.
3 months, 2 weeks ago on Crowdsourcing: Customers Don’t Always Know Best
Will it involve a green man-thong? Inquiring minds want to know.
3 months, 2 weeks ago on BIG ANNOUNCEMENT: November 3, 2014
3 months, 3 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.
3 months, 3 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.
3 months, 3 weeks 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!!
4 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.
4 months, 1 week ago on The Beautiful Freedom of Not Giving a Crap
Without these sayings, I'd have nothing to say?!
4 months, 1 week ago on 12 Most Trendy Clichés on Social Media
@jrcorke Same could be said about all social media marketing. Good point.
4 months, 1 week 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.
@MerlinUWard Good point. I think we have to draw differences between how crowdsourcing is used: As a marketing/engagement campaign, as a funding source, or to acquire ideas/labor. Even then, there are pro and con considerations that businesses must weigh before embarking on a crowdsourcing effort. This is what we hope to explore in the next few rounds.
4 months, 2 weeks ago on – Debate – Final Round <br />Crowdsourcing: Good or Evil?
@dbvickery I don't believe people want or understand the concept of more personalized user and advertising experiences via more access to personal data in apps/social, etc.
Those of us "in the industry" do, but the general population just wants the latest and coolest, and to be able to be part of the convo with their friends. And that's what's worrisome. The reality of potential risks has not set in.
5 months ago on Is our addiction to the utility of mobile apps blinding us to potential security issues?
@AmyMccTobin speak for yourself. I'm unique..."special" even. ;)
5 months, 1 week ago on Sony Finds Influencers Among Friends, Not Social Celebrities
@AmyMccTobin No doubt that Millennials are big crowdsourcers. We also know they distrust corporate mouthpieces be they shills or the advertising published. So yes, this is a good lead acquisition strategy for Millennials; however, I've seen this be as effective with other cohorts as well.
@AmyMccTobin Was that a "beer tank"? ;)
5 months, 2 weeks ago on Bud Light Embraces Content Marketing, Builds Millennial Audience
@AmyMccTobin Another interesting factoid.
The Boston Consulting group did some research on Millennials and shared this:
·Millennials love craft beer.
·Millennials love encouraging others in their
·Millennials trust friends over corporate
·Millennial beer drinkers (like other age groups)
can be subject to groupthink.Add that up and you can understand the strategy behind the "Up For Whatever" campaign.
@AmyMccTobin Bud Light - like many "big beer" companies, have lost a lot of market share among millennials who have embraced craft brews. There's a cultural shift happening: Craft breweries are on the rise, wine is regaining popularity (no longer for stuffy wine-sniffing snobs), and finer spirits are being embraced by more people, etc.
Anheuser-Bush InBev (who brew/market Bud Light) have budgeted $150 million this year to create a new, 16-ounce, resealable light metal bottle in hopes of appealing to a younger-hipper audience that want more than just light beer. Taste, image, innovation, community, and environmental factors are all at play now among this audience and the old brands are trying to play catch up.
Some are doing so by introducing flavored beers or touting ciders as the next big thing. These changes, including the introduction of Bud Light Platinum, Budweiser Black Crown, Lime-A-Rita, Cran-Brrr-Rita and all the other Ritas coming your way (raspberry, mango), are geared toward young beer drinkers. We know this because as the largest segment of craft beer drinkers, the best way for AB InBev to boost sales is to get more Bud or Bud Light into the hands of Millennials (born between 1980 and 1995) as much as possible.
Along side of new flavors, they're spending on innovation and content marketing to rebuild awareness and community among this audience. Their research indicates that Millennials are attracted to the "party-lifestyle" and that was part of the motivation for linking the brand to that motivation through the party campaign.
Congrats to both of you! Daniel's a great guy and a smart thinker. I expect big things from this pairing.
5 months, 3 weeks ago on Embracing New Possibilities by following a Passion for Change!
@Howie Goldfarb The hashtag used for the campaign is #BabyCakeSmash. Regarding results, the campaign just started so it's difficult to say.
6 months ago on Johnson’s Baby Capitalizes on Prince George’s Birthday – Real-Time Marketing
@Ike I'm with ya. It was sheer genius...and original. Original is once. Anyone else doing it would have to top its geniusnessnessness.
6 months, 1 week ago on Vote: Should Brands Use YouTube Hoaxes In Marketing Mix?
@mr_mcfly "copycatism" - can I use that?
6 months, 1 week ago on #FiveTipsFriday Getting the Most Out of Your Marketing Material
Scottish poet? Woah. Powerful story - been trying to embrace it for the last few years.
6 months, 1 week ago on The Ballad of Safe, Potential and Already There
@Danny Brown Sadly, this not an isolated case in this or similar industries. The demand to be "wired" (television, Internet, mobile, etc.) has been so strong by consumers, and the industry's government lobby so powerful, that they've been able to get away with it. We often pick the best of the worst and consider ourselves lucky to be able to pick at all. What's worse to me is the lack of respect they have for true loyal customers. Worse worse is the fact that they completely ignore the customers they make the most money from (soaking up the profits) until the customer can't take it anymore and leaves (well, tries to leave).
6 months, 1 week ago on Comcast Customer Recovery Strategy – Too Much, Too Late.
@BHSMITH "Nutty business" is putting mildly. In fact, it's almost criminal what they do. Check out John Oliver's take on it.
@GregOrtbach Yes, I squirmed uncomfortably while listening to it. Made me angry in the end, especially when the solution is not rocket science.
@Frank_Strong There's a playbook out there, comprised of top 10 blog lists by social media marketers and vendor white papers that teach (brainwashes) marketers "how to market in social media."
One of the plays in that book is "being witty/funny/entertaining" in order to "go viral." One look at the success of satire as news (Colbert Report) and social-media powered late night shows (Kimmel, Fallon) and you can understand why this is a trend.
The other rule is real-time marketing (and content marketing in general) is required to cut through the clutter and attract/build an audience.
They neglect to educate marketers on the fact that these are just tactics and void of a formal marketing/brand strategy, they will - more often than not - fail.
6 months, 2 weeks ago on Content Marketing: You’re Trying Too Hard
@Danny Brown Heh, good point. Or the photographer?
Thanks to your posts, I feel like I knew Shadow. Whenever I'm sitting on my porch, I can envision him lounging over there on yours. It made me want to get a lab of my own. In the meantime, I've been borrowing my friend's chocolate lab to see how the better half lives. I'm sorry for your loss.
6 months, 3 weeks ago on Saying Goodbye to a Trusted Friend
@Howie Goldfarb Agreed, and why reading articles like that posted by eMarketer is so infuriating. I know eMarketer's modus operandi is to showcase statistics but when they add commentary that's so behind the curve, I get really annoyed. It does not serve the business community.
Of course the fact that the majority of marketers are still measuring "likes" as a success measure just makes me want to quit the business.
6 months, 3 weeks ago on Ipsos Study: 80% of Marketers Still Tied to “Soft Metrics” as Social Success Measurement
@tessbabee :) Exactly. That's the perfect example of what @dannybrown and I outlined in Influence Marketing. Social media (as a channel) and those who have large followings in it, can drive awareness of a product but it's the closer personal relationships we have in and out of these channels that actually affect - more often than not - the final purchase decision. Thanks for sharing.
7 months ago on Gallup Poll is Correct: Social Media DOES NOT Influence Purchases
@b_WEST Sure...advertising affects a person's awareness of a brand or recall of the brand when at point of purchase. To say that the impression of a brand, logo, or ad has no effect - however intangible or difficult to measure - is uneducated.The point of the study was to determine if purchase decisions were influenced by social media channels but the entire premise (questions, framework, number of questions, etc.) was flawed.
@dbvickery What strikes me as well is that whatever project manager or researcher that was assigned this job must have seen the "only 5 percent report that social media influences purchases" and said what?
"Yeah, that's right...let's publish this!"
Seriously? Forget empirical evidence, there's enough anecdotal evidence around that should have made this person stop and say "hold on, we need to rethink how we asked the questions" or something before posting the results.
@BilalJaffery Sad. True.
@danielghebert Agreed but, for me, it's more than just a poor question. I'm giving Gallup the benefit of the doubt (as a leading surveying firm) and assuming they know how to ask questions for such studies. I'd say it's a lack of understanding or insights on the subject matter that made them not realize the question was being asked incorrectly.
@dannybrown and I went into great detail on this subject in our book, and (frankly) it's not rocket-science. Purchase decisions are - and have always been - influenced by the people we're in relationships with.
@AmyMccTobin Heh, didn't see the "guns kill people" comparison coming. Thanks for sharing.