10 Marketing Trends For 2010 | #3yearsago

In January of 2010, Susan Gunelius (@susangunelius) identified 10 marketing trends for Entrepreneur magazine. She predicted that these trends would impact 2010 and beyond. That has been true for almost all of her list but for three points in particular: 1. transparency and trust are paramount; 2. less interruption, more enhancement and value-add; and relationships rule.

10 Marketing Trends for 2010

Her last point was “Integrated marketing trumps stand-alone tactics”. I think this is something most big brands still struggle with. Lots of progress has been made in aligning different disciplines for big events or major campaigns but most organizations still struggle in between those key times. We have to be able to be flexible. Social is always on, make sure your the people in your organization think about how your brand is visible every day, not just when some big is happening.

3 Ideas for Spokesmen for Social Content

Finding spokespeople that work for your organization’s social initiatives is as important as them being right for your tv commercials. Great ones like Dennis Haysbert or Dean Winters’ Mayhenm for Allstate for blank can make a brand resonate with us. Making spokespeople visible on social can be a key to having a great brand experience. This might be as simple as choosing an athlete with a massive twitter following over an athlete who doesn’t. It could be as complicated as testing how their voice would work during a Twitter account takeover.

Here are my top 3 untapped spokespeople for Social.

Any Olympic swimmer for Gillette…Swimming and the lack of body hair go hand in hand. Social content about their pre race rituals, which would include shaving, have the opportunity to be very shareable social content.

Any middle America Volunteer Fire Department for anything manly…This could work well with longer term social involvement than just a campaign. Having regular content about how these real, capable, community oriented men and women use anything from trucks to boots could bring authenticity to any brand if the content is produced properly.

High school chemistry teachers for anti-drug campaigns (Thanks, Breaking Bad)…Imagine if every high school chemistry teacher in America self produced a 20 second funny video about how horrible meth is and they all released them on the same day.

 

Measuring Social Media ¦ #3yearsago

In January of 2009, Brian Solis (@briansolis) wrote about having clear, measurable goals for your social media efforts. Many organizations have started down this path but very few large brands really have this figured out.

Maturation of Social Media ROI

CMOs have wanted clear KPIs for years but for the most part tying social efforts to revenue has eluded us. At least most organizations have accepted that there is a value and that we can determine success with the measures we do have currently. Resetting current initiatives and starting new ones the right way will be to making real progress towards meaningful measurement.

Cotton Bowl TV Ads Have Picture in Picture

A big step forward in multiscreen anti-time-shift TV watching happened tonight. Fox kept a small picture in picture window showing live sideline shots when they took a commercial break. Sponsors like Chevy (client),  Ford and Dr Pepper filled the white space created from re-sizing with a branded graphic.

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The next step is to integrate in game social conversation in the white space, hopefully with cooperation from the brands’ social channels. Great job Fox.

Social Business Challenges | #3yearsago

David Armano (@armano) wrote this article for the Harvard Business review in June of 2009. It is just as smart today as it was then.

Five Challenges Social Media Will Bring to Business

Organizations are still struggling with integration, governance, rapid culture change and measurement. What it takes to become a social business has changed very little in three years and yet very few organization have found people that can master it.

How to make social content shareable

Shareability is what makes social work. Creating content that your community wants to share is at the core of every social media success story. So what makes some pieces of content more likely to be shared than others. It is five things.

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Visually Interesting or Pleasant
In these age of Twitter card and Pinterest content MUST have a visual element no matter how awesome the text is.

Relevant
It has to matter to the audience. This is self evident but I bet for one reason or the other your brand has shared something boring.

Surprisingly Informative and Believable
These two seem to be opposed but keep each other in balance. Free is a good example. Pappadeuxs offering free dinner is surprising and you would want to be informed of this. A timeshare condo reseller offering free Pappadeuxs isn’t believable, we know there is a hidden cost of high pressure sales

Understandable
So we are feel pressure to be witty and brilliant. Just make sure you aren’t so witty that no one gets the jokes.

Research on Multitasking at Work

As we all try to constantly improve ourselves, take some time to read through some of these thoughts from 4 articles on multitasking.

Article 1: Multitasking Hurts Performance

This is just one example of many studies dating back to the 1920’s that show that our performance suffers while multitasking.
“In every test, students who spent less time simultaneously reading e-mail, surfing the web, talking on the phone and watching TV performed best.“These are all very standard tasks in psychology,” said Nass. “In the first, there’s lots of evidence that if people do poorly, they have trouble ignoring irrelevant information. For the second task, there are many demonstrations that this is a good reflection of people’s ability to organize things in their working memory. The third task shows how fast and readily people switch from doing one thing to another.”
Article 2: We Are Bad At It

I know this doesn’t apply to YOU because you are a great multitasker. Somewhere is the nonsense “three Stanford University researchers offers perhaps the most surprising result: those who consider themselves to be great multitaskers are in fact the worst multitaskers.

Article 3: Exactly How it Takes Time and Hurts Performance

This helps us understand exactly how context switching and multitasking eat away at our day with some good visuals and real life scenarios.

“The more information you have to keep in short term memory, the harder it is to get back to the level of high performance.”

A real life example where the black represents the time it takes back to the same level of production as before the interruption.


The author also recognizes the down side of focusing on one thing when you have multiple responsibilities.
“The one downside to understanding context switching is that it tends to make me late for things. While I’m in the thick of debugging some code, I sometimes notice that I need to be somewhere soon. Realizing that it will take much more time to get to my current state if I stop now, I just keep on coding until I can get to a good mental stopping point. It’s great if you don’t want to waste time but it’s never fun being late.”

Article 4: Little Changes to Make it Better

Shorter article, but at the end gives suggestions for more efficient work styles.

Making these changes by yourself can make a big impact. Making some changes as a group can fundamentally change our world for the better. How about having a specified blog of time each day that is designated for no IM?

 

Social Business Models Don’t Matter

Name one thing in your organization that has worked that didn’t have an owner or champion. If your social business strategy has some utopian ideal that can be dispersed across all parts of the organization and everyone will just magic it you need to quit and start over. Seriously.

You don’t have a single group in your organization that operates independently now. Everyone needs information from other groups so saying that social is no different isn’t a breakthrough and can’t be your strategy. Social has already changed every group in your organization. That don’t need responsibilities they need help and guidance.

 

http://www.slideshare.net/jeremiah_owyang/keynote-invest-in-scalable-social-business-programs

 

Mission control, centralized, hub and dandelion. Whatever. That shit is just a picture on a slide. You need to know how what you want your company to look like and accomplish in there communication. Then determine what role social plays in that. Then figure out how and when Suzy gets her part to Bob so Jill can incorporate it and Billy can measure it.

Your organization probably already knows what it wants to be and do. Social is a part of that. Just a part of it, your model is already created. Don’t focus on the model, focus on the people in the model.

 

Amazon Locker Opportunities

You know that feeling when you get home from the airport and realize that your new $100 portable hard drive has been sitting on your front porch for 2 days. Yeah…me too. Amazon has a solution for that feeling now with Amazon Lockers. Scarlett Madison has some pictures of them on Techi.

They are now being seen in the wild at some 7-11’s in Washington D.C. It is essentially a short term PO box type solution to keep your delivery safe. You will start seeing the option in the check out to deliver to a locker instead of your house.

It will be interesting to see where else they show up. My first thoughts were they would be a great match for Starbucks. Both because of the likely hood for you to buy coffee you wouldn’t otherwise and because of the convenience of it being a place many people visit daily. I realize that is talking out both sides of my mouth but I think there are two different audiences there.

The real risk for Amazon of this is spending money on bad real estate decisions. Especially since the ultimate draw of Amazon is whatever I buy IS sitting on my front porch when I get home. It will be interesting to see if it is used for just higher ticket items or if different behaviors evolve.

Amazon does need to have an LED board running ads for items personalized to complement whatever is sitting waiting to be picked up from the lockers.

 

 

Finding Influencers for your Brand

This post was sparked by reading and interview with Tina Wells, chief executive officer and founder at Buzz Marketing Group, that Diego Vasquez had on Media Life about marketing to millennials.

First off, I think most of this is right on. I especially like the age group of 8-26. It seems no one agrees on how old a millennial is…but that is another post.

Tina said:

“I just believe that Millennials have more influence. The pop culture influence of Millennial-driven media (for example, “Gossip Girl” and “The Hills”) is huge. It’s the influence to purchase that is really huge with this demographic.”
The current idea of influence is misleading. Influence is always attached to the influencer not the influencee.

If we attach influence to the influencee we get one fundamental shift. It makes influence a finite quantity. Only as much influence exists among a target audience as it takes to get them all to act.

This also shatters the Klout score model. Influence isn’t a number assigned to actions it is a percentage of a target’s capacity to be influenced.

This reasoning means that we don’t evaluate Elle magazine an influencer score based on Klout, site traffic, # of Facebook followers, etc. Instead we would look at it from a buyers perspective and determine if Elle magazine would deliver a message about Aveda products it would move a member of our target x% closer to buying Aveda products. Now we can assign percentages differently to Elle’s print advertising, Facebook page, the fashion editors twitter feed, etc.

It also gives us a measurable goal. We are trying to move our target toward 100% influence in order to take action.

Does anybody have thoughts on measuring influencers differently?