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Here's the problem a lot of marketers struggle with: early and heavy adoption don't necessarily make a wise marketing platform. Just because a platform has users, that doesn't mean it's smart for brands to jump on.
1 month, 4 weeks ago on Is Snapchat really the next big social media platform?
I think "uncool" is actually a very good thing for social, in general. It will become "uncool" because it's simply part of our everyday life. It's a sign of maturity.
2 months ago on Why ‘what’s next’ in social media won’t be in social media
A more relevant comparison -- Dominos. They were timely, personable and accountable. Target is botching this left and right. Unfortunately, it will have little impact on sales.
2 months, 1 week ago on Target vs. Buffer: Crisis communications lessons from two different approaches
Totes fab piece, Hans. G is good peeps & gets the sitch.
7 months, 1 week ago on PR Rock Stars: Space 150′s Lisa Grimm
The answer is no: no one cares what your brand thinks during a tragedy/crisis. Great, your thoughts and prayers are with those affected. Thanks for sharing that, Brand X.
Also, step on a crack, break your mother's back; buckle up for safety; and don't swim until 30 minutes after you eat.
Let's stick to focusing on irrelevant holidays :)
9 months ago on Do brands really need to demonstrate sympathy during national crisis?
I applaud them for taking a risk, but this campaign is foolish and a waste of time & money. Jello is trying to insert itself and engage in an irrelevant conversation. It's also asking to be hijacked. Brands have a hard enough time engaging in meaningful and relevant conversations, let alone ones that have absolutely nothing to do with their brand.
9 months, 1 week ago on Jello FML social media campaign: Brilliant or bone-headed?
@arikhanson I'd argue it's very related to their brand. Their target demo are families. Not everyone wants to talk about fashion 24/7. You talk about what your community wants to talk about and I'd argue that they have a solid understand of what their consumers are interested in.
It's the same reason Nike doesn't constantly talk about shoes. Red Bull doesn't constantly talk about drinking an energy drink.
9 months, 2 weeks ago on Should companies give up promoting holidays on Facebook?
I am going to politely disagree with you. We'll use Old Navy as an example. The National Chocolate Chip Cookie post got 15,000 likes. Based on that, I'd say people enjoy/like that content. I don't want to get as deep as "likes don't equal sales" convo, but these posts generate engagement. For Great Clips, for example, the posts that generate the most activity are often the mundane, simple posts -- who's the greatest guitarist, etc. Not posts that talk about hair.
I think it's fine that Old Navy is doing this -- after all, do we really want to see post after post about shorts and pants? Mix it up a bit.
Tip: Learn to say no.
Determine which meetings are valuable and worth having and filter out the meetings that aren't productive. I routinely decline meeting invites that I feel aren't worth my time.
10 months ago on Why do we lock our top talent up in meetings all day?
Completely agree. The true benefit of college isn't what you learn in the classroom, rather what you learn outside the classroom. While I'm proud of the education I received at Drake, what I value most was the life experiences learned. You grow up (hopefully) and find yourself. That's the value.
10 months, 4 weeks ago on The most valuable skills I learned in college weren’t in a classroom
@BryanReynolds @jeffespo @arikhanson @MikeSchaffer I guess I'm confused what the point of the campaign would be if it isn't sales? Everything comes back to $$$. Otherwise, you're producing fluff metrics
11 months ago on Is Oreo really the brilliant marketers everyone thinks they are?
My answer is yes. They really are as good as "us marketers" are thinking.
Take a look at the body of work. The Twitter banter is just one small piece of the bigger picture. The content they are putting out is brilliant. Take a look at their Facebook page -- which, by the way, has 32 million followers. 32 million. The content they put out is resonating with their audience. It's getting shared and people are interacting with it. Yes, in the end, it always comes back to sales. And we have no way of knowing what the ROI is...but I can confidently guess that it's had a positive impact.
Oreo has changed the way marketers need to think -- regardless of whether part of their actions are cheesy or stale. Nabisco is a huge global brand and to have the flexibility and authority to do what they've done is pretty impressive.
You know why a lot of "us marketers" are questioning Oreo? We've gotten a sour taste because other brands are trying to copy Oreo and failing miserably. Ironically, it's "us marketers" who are the culprits of said copying attempts.
Oreo -- I give them an A+ and think the work they are doing is brilliant.
I wrote about why I think Vine is ultimately a niche product two months ago (http://bit.ly/ZcUQOm).
Here's the thing about video -- a lot of it is hype. The "experts" have been spewing "behold the power of video" for the past 24 months. We saw it with Viddly, we saw it with "Instagram for video" apps. But none of it was sustainable. Why? Because there is a huge difference between photos and video.
It's easy for an amateur to capture a decent photo. It's incredibly difficult for an amateur to capture a decent video. On top of that, how many moments in your day/week/month are truly worthy of being captured on video? Very few.
Video has its place -- but it involves time, money and expertise. Apps like Vine and Cinemagram will not go mainstream. Sorry folks.
11 months ago on Why Vine is dying on the…well…vine
I don't think it's a creative blunder, but it is definitely a hefty spend that isn't getting good results. It's a cute idea, but the results are pretty poor. Engagement on the Facebook posts are low and the YouTube videos aren't getting many hits. Additionally, the hashtag is way too long -- how many people are going to type that out?
That being said, it's easy to criticize. I applaud SPAM for trying to think outside the box. The idea has legs, but it's being poorly executed. And, brands need to stop trying to replicate Oreo.
All too often brands jump on the social bandwagon and I imagine the conversation at Hormel went something like "hey, we need a social campaign to build awareness." This is poor thinking. Stand alone social campaigns rarely work. Brands need to stop doing one-off social campaigns If they wanted to build awareness around SPAM, there are better options.
11 months, 2 weeks ago on Spam’s “Sir-Can-A-Lot” social media campaign: Brilliant Oreo copycat or creative blunder?
The only problem I see in this is that millennials are severely limiting themselves if they label themselves "social." Businesses are looking for well-rounded digital talent; not "social" talent. Outside of a community management, if you are going to succeed and advance up the corporate ladder, you need to broaden your skills. There's a huge difference between understanding social and understanding digital. That being said, I don't think there's a talent gap at all. There is a lot of talent out there that gets digital. These people come from an ad background, marketing background, PR background. Look at someone like Adam Kmiec. Adam technically came from an ad background, but his experience isn't purely advertising -- it's a blend of all digital. That's why Adam will be a CMO (if he chooses that route) within the next 5 years. It's people like this who will lead global businesses.Locally, folks like Tony Saucier & Jillian Froelich are great examples of people who touch social, but they have great background in other disciplines. This is why they're leading departments now and why they'll continue to move up the ladder.
So, I'm more worried about the young folks who are boxing themselves in as "social" folks, rather than people my age.
12 months ago on The Gen X social media talent gap–and what it means for corporate America
Coming from the brand side, there are very few conferences I would attend, if I wasn't speaking. BlogWell is one. Two others -- Digiday Brand Summit and iMedia.
1 year ago on 4 social media conferences for big brand folks to attend in 2013
@jspepper @davefleet @RobertFrench I would assume there has been some paid activity or at least Burger King or their agency should have a contact at Twitter.
Dave, I disagree with your timeline, in this instance.
As someone who works on the brand side,this would have taken me under 30 minutes to get controlled. An alert should have happened within 10-15 minutes at most. Once you get that alert, you immediately log into Twitter. If you realize your password has been changed, the next call is Twitter. You don't need your legal team right now. You don't need to draft an internal memo. You get on the phone and call Twitter.
This crisis had nothing to do with a physical location or product. It's a Twitter hack. Get the situation taken care of, then bring the crisis team into it.
1 year ago on Burger King Twitter Hacking: Take A Chill Pill
I concur, sir. Brands want a relationship. As you mentioned, they just define "relationship" differently.
1 year, 1 month ago on Do customers want a relationship with brands?
Here's my view -- from a brand perspective:
Every conference I go to, I walk away with value. However, most of the value doesn't come from the actual presentations/speakers. The value comes during the happy hours and dinners, when other brand folks get together. That's where the honest conversation happens. There are occasional learnings during presentations, but you have to remember that presentations are "dumbed" down.
Also, I purposely go out of my way to avoid most vendors and agencies at conferences. That being said, I have met some good vendor partners at conferences, but it's typically the ones who aren't set up in the hallway and tackle me as I walk by.
Again, most of the value that comes with conference happen behind the scenes and not from what's on stage.
1 year, 1 month ago on The Tough Tie Between Social Media Conferences and Customer Acquisition
Coming from the brand side, I'll say no. An agency or consultant's social footprint means absolutely nothing to me. There's a consultant out there that has over 50,000 followers on Twitter. This consultant also has nearly 60,000 tweets. To me, that say this person spends too much time on Twitter and not enough time producing work.
LinkedIn - I think this has absolutely no bearing on the quality or understanding of one's business.
Facebook - Does anyone really follow agencies or consultants on Facebook? I know I don't.
You know who I'm going to hire/work with? Consultants I've formed a relationship with or ones that trusted colleagues recommend. From an agency perspective, I care more about the people within the agency and the client references.
Client references & body of work > social footprint.
1 year, 1 month ago on Do consultant/agency social footprints matter to clients?