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@belllindsay @Tinu @ClayMorgan I think this part of the conversation should be part of Spin Sucks Pro...just say'n.
8 months, 2 weeks ago on Social Media and Brand Relationships: The Big Lie
@bobledrew I've always enjoyed your dog puns.
@JonAston Couldn't agree more. It always starts with what you do, not what you say you do.
@LauraPetrolino You can find a lot of fractured experiences out there based on the size, scale and global nature of brands. It's not easy to be consistent and sometimes it's so heavy-handed that it actually stunts the human touch that's also required. It's a very fine balance in social and one of the hardest things to get right.
Great discussion here. There's definitely a follow-up in the idea that people want relationships with people, not brand logos. I've often used this very line with brands: "People don't want to talk to brands through social media. They want to talk to people who work for the brands they like."
Love the passion. You know I'm a big fan of everyone on the team. Looking forward to big things.
1 year, 10 months ago on Welcome to ArCompany
Red Blacks? That is a terrible name. How about Beaver Tails?
1 year, 11 months ago on Ottawa brands: Seven reasons "Red Blacks" will never be our CFL team name.
Slow clap for that response, David. Well played.
2 years, 10 months ago on PRSA Response to PR Definition Criticism
Congrats on five years. Since I was one of your first commenters way back then on your first blog post, I thought it only fitting to give you a virtual high five again.
2 years, 10 months ago on Blog turns five…Where did the time go?
This is why I don't follow you, Shechter.
3 years ago on Why Following Is Irrelevant – Also Known as Lessons From a Backass
After you moan about Klout and the overhype of Google+, what will you write about on Thursday and Friday?
3 years, 1 month ago on Something Wicked This Way Comes
Terry O'Reilly, ad man and author or Age of Persuasion, has a simple way of looking at what a brand is. It's an emotional link rooted in an ownable idea. Here's an excerpt from his book:
"Branding is at the core of all marketing. Different marketers have their own take on what branding really is, but to me, it means defining what a product or service promises and how it differs from the competition. For example, a Volvo is just a car, but when the idea of "safety" was added, its brand was defined. Nike is just a running shoe, but the powerful idea of "personal achievement" was attached to every single advertising message they sent out, and that gave the famous footwear its own personality. Calvin Klein's clothing line is just apparel, but when the designer linked the idea of "sex" to it, sexy clothing became his category. And then there's Coke. In a taste test once, the iconic drink was compared to an undisclosed cola. People chose Coke over the mystery item almost a hundred to one. Then the undisclosed soda was revealed: it was, in fact, Coke. The difference between the two was branding: the Coke enhances your life "idea" beat the other cola, which had no idea attached to it. When people sampled Coke, they not only tasted the sugar and water combination; they also tasted the logo and the imagery, commercials, and promotions that have accompanied the drink for decades."
3 years, 3 months ago on Defining your Brand Position: Hint; it's Not About You
@Danny Brown@geoffliving True. The Scots invented the world. Wearing skirts. Don't fuck with us.
3 years, 4 months ago on A Special Livefyre Q&A with Geoff Livingston
@geoffliving Yanks have been stealing our best material for years. We're used to it.
@geoffliving follow up: do you think social means the end of edgy marketing? Motrin Moms, Summer's Eve, Milk's PMS campaign are not to everyone's tastes and they squawk about it until brands dump their campaigns. if you try to please everybody won't everything be innoffensive, beige and bland?
Has the CBC contacted you about ripping of the title of their current affairs program that's been on the air for three decades? Do you expect to get accidental book sales from Canada because of this? http://www.cbc.ca/fifth/content/about/
It may be in the book...but beyond the obvious shopworn examples, which companies do you feel are really embracing social in the enterprise as something that influences how they communicate vs. brands that have done big and interesting things in social. I wouldn't say P&G is particularly a leader in social media because of their successful viral campaign for Old Spice.
@geoffliving@Danny Brown good point. I still owe you a "fuck you, Livingston" tweet. But I'll just leave it here.
Can I swear?
I had fun...I only nodded off twice during the panel, but Martin is used to that from me. Thankfully you were there to keep it interesting.
I'll be testing out US customs next week. Fingers crossed!
3 years, 9 months ago on Social Media Differences In the U.S. and Canada
Nicely written. I arrogantly dismissed Klout's validity last year when the LA-Toronto Virgin Air promotion was getting Toronto's Twitterati all frothy with the promise of a free flight to introduce the route. While it struck me as a popularity contest vs. an identifier of influence (several people won who likely have never flown on a business trip anywhere, let alone to LA) I entered myself to see how it would work. I won the free flight, but never redeemed it. Lots of people with good Klout scores got free flights, took them, tweeted about it, etc. Were they the right people? Were they hardcore business travelers who'd appreciate the difference between an Air Canada cattle car and the coolness of a Virgin flight? I'd hazard a guess and say most weren't. Heck, I've been a light business traveller for 19 years and I haven't gone to LA...yet.
I do have to add a proviso. It is entirely possible this was just a way for Virgin to test the social media waters to see what's possible. I wasn't involved in the strategy or execution, so I have know way of really knowing what the intent was. At the very least, it was an interesting experiment. Likely pretty easy and cheap to execute and probably resulted in a lot of insights and data that can be used in the future. Full marks for giving something untradtitional a shot. I'm all about test & learn.
But as a way to sample people who have "influence" I'm not entirely sure it resulted in the success that Klout wanted to see. Virgin closed its LA-Toronto route last month. http://www.vancouversun.com/travel/Virgin+America+drop+Toronto+route/4148876/story.html
3 years, 10 months ago on Why Klout Should Not Be A Synonym For Influence
You've explained how today's tools make the tactic of shooting and uploading a video super easy, but I'm left with a lot of questions:
- People are watching a load of video, but what types of video are they watching?- How do you make your video look/sound professional? Tutorials I can understand, but watching a talking head isn't that compelling.- How do you get people to find your video beyond what you've mentioned? - Do you advocate using YouTube's promoted video feature? - What about using Facebook media? - Is there an advantage to responding to other videos on YouTube or adding to my favorites or subscribing to channels that are similar?- You didn't mention anything about including links to your blog/site/facebook page on the video's description. Should you?- Any advantages/disadvantages to using Facebook's video upload vs. embedding YouTube in your Facebook page. - Also, any advantage to using TubeMogul to upload to multiple video services at the same time?- What about the stats that YouTube gives you? What insights can be gained that will direct the video strategy in the future?
I'm sure others have similar questions. Hopefully your community can share their experience in the comments.
4 years, 2 months ago on Using the Power of Video