Posts Tagged ‘branding’

Um…how is it the end of the week again, let alone the end of the month?  Oh, well.  Time to round up what we’ve noticed in the realm of marketing, social media, and brand strategy the week of January 25:

Hyperlocal:  I finally gave in and joined Foursquare this week, amid a huge buzz around the growing power of hyperlocal social media applications.  This coincided nicely with Twitter’s (Denver-snubbing) rollout of local trending topics,  Yelp’s rollout of sundry cyberstalking technology for its app, and an extremely thought-provoking article by Andrew Hyde on the implications of this technology (and why he’s opting out).

Hyperhyped:  In case you were in a remote cave this week, I’ll break the news…Mac announced its iPad technology on Wednesday  to great hubbub and furor.  Cue the inevitable Mac/PC mockery and bickering between me and Juli (a Mac evangelist who eventually bemoaned the technology’s lack of camera and lame failure to properly use the space of the tablet).  And cue rabid fanboys, drama about its ill-conceived and poorly-tested name, and users delighted (hey, maybe it will improve AT&T’s sucky service!), bummed (wait, it won’t save print media?), and confused about various features and prices (or lack thereof).  Which all begs the question…isn’t the hype kind of the point?  Success or failure, the iPad controversy/expectation/spin machine has people talking, speculating, and refreshing their favorite sites.  Oh, for an audience of millions.

Hyperhelpful:  As websites cut the b.s. and pare down the heavy Flash and SEOverload for more nimble, flexible content management and simpler messaging, we’re encouraged to see more focus (and buzz) about helping others.  More and more, the businesses who catch our limited attention and keep it are ones that have honed in on the ways in which they serve their customer bases.  When you get away from service, you get away from your voice and your value…and even worse, you risk alienating your base.  Here’s a great article on how the helpful effect actually boosts credibility in the social media sphere (via today’s excellent SmartBrief on Social Media, one of the must-reads in my crowded inbox).  Want some ideas on how to leverage social media and Web tools to the advantage of all?  We’ve got your back.

What’s your favorite story of the week?  Let us know!

It can be easy to drown in the news surrounding marketing, social media, and brand strategy.  This week, we dredged through the good, the bad, and everything in between to bring you what we think is the most interesting marketing, social media, and brand strategy news of the week of January 19:

Social Media For Good:  With the destruction of the Haiti earthquake only beginning to be uncovered, social media and viral marketing played a huge role in fundraising and awareness-building for Haiti.  It’s been a bad week for the world, but a great one for social media, which is only just starting to live up to its potential.  Mashable points out five social media lessons from the Haitian relief effort. One writer urges us to “focus on impact, not shiny objects.” In a media void, organizations like the BBC are planning on offering podcasts in Creole to Haitian individuals and news outlets.    And the “Hope for Haiti” telecast will be available on the Web tonight as well.

Take the Tablet:  Rumors are swirling about Apple’s mysterious tablet computer.  All over the Web, Mac whores and interested ancillary parties discussed what it will look like, how much it will cost, and whether it’s already played out.  Can it cook dinner for you?  Help broker world peace?  Break the longtime AT&T monopoly on Apple cellular devices? We shall see.

Big Changes Afoot:  No matter what side of the political spectrum you fall on, you’re bound to be affected (and soon) by the recent Republican victory in Massachusetts, the closure of influential talk radio station Air America, and the Supreme Court’s landmark decision to open up campaign financing by rolling back corporate spending limits.  Expect to see huge changes in the health care debate, fueled by evolving marketing tactics on the part of both smaller interest groups and big business.  Our prediction:  the landmark shift in social discourse that began with the contentious 2008 election was just the first step in a new marketing climate that relies on niche and multichannel tactics to mobilize and organize constituents and influence decisionmakers.

Got great news to share?  Let us know in the comments below!

Spring 2009 is all about social media education, and Twitter is on the tongues of everyone from devoted power-users to confused newbs who can barely use a mouse.

Despite all the hype, news programs and even devotees haven’t quite hit their mark.  I keep running across the same question over and over again…why should I care about Twitter?  Who gives a hoot about whether you had a croissant for breakfast, anyway?

In lieu of writing a thesis on the subject (and if you really want to hear the advanced reasoning behind my use of Twitter, pretty please come to my new Twitter class June 25 and July 9), I’ll give some simple answers.

Why should you care about Twitter?

It’s all about conversation.  If you aren’t having a conversation with your potential clients and colleagues via social media, you’re missing the boat.  Twitter doesn’t just give you an unprecedented chance to engage with your base…it allows you to start, shape, and exert a degree of cotrol over the conversation that just can’t be achieved by a press release, a sound bite, or an advertorial.  And the options are endless:  you can talk directly to your base, ask them questions, gauge their opinions, solicit their feedback, be helpful and offer advice.

It’s happening.  Whether or not you like it, Twitter has taken off in a big way.  Does every business need Twitter?  No way.  But don’t dismiss it because it’s new, trendy, and admittedly overhyped.  The amount of creativity and excitement generated by Twitter is truly energizing and engaging…if you know how to use it properly.

It’s opportunity.  Opportunity to find out what your customers and your colleagues care about.  Opportunity to make mistakes, hone that brand, and get deep into voice and vision.  Opportunity to dip your toe into a huge conversation and watch it morph before your eyes.  Opportunity to be on the cutting edge before it changes into something else (just look at the evolution of hashtags over the past few months). And, yes, opportunity to get business.  I can count twenty or more instances in which Twitter has brought me business or allowed me to refer business to someone else in the last two months alone. Now that’s opportunity.

Sure, you may think you don’t care about whether your client had a donut or a croissant for breakfast…until you use that fact as the launchpad for a personal conversation.  Twitter can seem scary:  it’s immediate, vast, and fast.  It’s also vibrant, thrilling, exciting, maddening, and hilarious.  Go ahead…dip that toe in.

Readers, why do you care about (or shun) Twitter?

Photo courtesy of godsmoon

Thanks for hanging in during the hiatus…I’m feeling much refreshed after a severely needed vacation.  We will return to our regularly scheduled blog postings on Monday.  In the meantime, here’s a drive-by glance at this week’s two biggest stories in marketing and brand strategy:

Twitter is on fire:  You know Twitter’s hitting the bigtime when a Twitter race between two public entities is front page news, the local news starts running fluff pieces on Twitter, and Oprah, ambassadress of all that will be embraced eventually, finally relents and throws a few Tweets to her followers.  (We’re loving Twitter here, but all this coverage is a huge sign to be on the lookout for The Next Thing…)

Crisis management is a whole new ballgame, folks:  The nasty Domino’s YouTube scandal is only the latest in a series of online gaffes and frantic scrambling.  (Remember Tropicana, the Motrin Moms, and the Whole Foods CEO’s lame astroturfing?)  Ironically, the big D apparently plans to use social media and SEO to improve the image spit upon by its own employees.  Though the best offense is always a good defense, it’s fascinating to see crisis management adapt to these let-it-all-hang-0ut times…who will be the next victim?

What was your favorite story this week?

I always enjoy an evening with the members of the Rockies Venture Club, especially when there are investors speaking on panel.  Last night was no exception:  in a version of funding lightning-round, three companies seeking funding presented and were followed by notes and suggestions from three investors.

Lorenzo Carver, CEO of bpCentral’s Liquid Scenarios, was up first.  I loved his “aim small, miss small” philosophy for market share and his product, which provides deep analysis of financial information.  Frank Mendincino of Access Venture Partners had some great insights on Lorenzo’s presentation:

The three things he thinks about when considering a deal:  What problem is being solved?  How does the company in question solve it?  Why is their solution better than the other options?

Why companies need to break the rules and include a feature matrix comparing their companies against the competition:  Because it allows them to show why their company is better, not just state that it is.

Focus on conquering one market segment…then move on.  Keeping your initial segment small can allow you to have less initial competition and show your mastery more quickly.

Next up was Eric Remer, founder and CEO of PaySimple, a company that helps small businesses process payments.  He was able to sum up his business model (simplify and empower small business transactions) succinctly.  Jim Conboy of Wolf Ventures critiqued his presentation.

There’s nothing better than results.  Everyone talks about serving small businesses…it’s a very different thing to actually do so.

Your credibility is only as good as your communication.  Show how you nailed a particular market segment and whether you know when to cut your losses and move on.

Toot your own horn.  Your audience of investors will be skeptical.  It’s your job to win them over by pointing to your successes.

Keith Mountain of Spatial Corp. was last, but not least.  His story of a software company with a complicated past was a great view into the challenges that face a company seeking independence from a corporate entity (and the ups and downs any skilled management team will face).  Seth Levine of Foundry Group admitted he specializes in early-stage and seed investing, but was up for the challenge of critiquing Keith’s complex presentation:

Sometimes the cultural aspects of your firm are as important as monetary and management issues.  Still, focus on what makes your company unique.

Look forward, not backwards. Investors are interested in movement and momentum.

Highlight your competitors, even if it hurts.  Show their strengths and their weaknesses, then offset them with your company.

Look for what’s bright and shiny.  If it doesn’t belong to the exciting part of the story, don’t include it in your presentation.

Read more about the event at Rocky Radar.

Photo via eurleif

Um, how’d it get to be the end of February already?

Here’s a quick roundup of what’s what in the world of marketing, media, and brand strategy:

• Death to buzzwords.  Finally!  Someone else is taking up the anti-buzzword buzzkill.
• Crocs CEO resigns, is replaced.  Not news to many who have been following the ups and downs of this early-stage success story.  My prediction:  Crocs will get worse — way worse — before it gets better.  It’s dealing with oversaturation, intense competition and knockoffs, and some sad brand stigma.
• LinkedIn is not Twitter. I repeat, LinkedIn is not Twitter.  [Via Deb Kolaras]
• Wait, what?  Pepsi is starting throwback branding in addition to its lame new branding?  Color me confused.

Where does the time go?  Our Google Analytics series will be back for the attack later this week…in the meantime, here are some marketing and branding-related links to whet your appetite:

• How on earth do you monitor social media?  Social Media Explorer shows you how.
• Some most excellent facts and figures on the effectiveness of different marketing channels…hint: e-mail wins [via AAF SmartBrief]
• Oldie but goodie on using Google Alerts to track information about your business
• They’re getting real about marketing messages at Women’s Wear Daily

Over the years, I have come to realize that a good massage isn’t a luxury…it’s a necessity.  Unfortunately, the pocketbook of a small business owner (especially in this climate) does not always agree.

Enter Mary Koziol, a Boulder-based masseuse who specializes in women’s massage.  She’s offering an economy-bashing half-price sale for all of her massages…only $30 for 60 minutes or $42.50 for 90 minutes throghout the rest of February and March.  What an opportunity to support a local entrepreneur and rub out the kinks and miseries of being a local entrepreneur…all at the same time!

Reach Mary at 720.934.5730 or email mkoziol04@gmail.com

Photo via apdk

• My current obsession, Help A Reporter Out, is hosting a conference call on “How to Pitch a Reporter” that is promising to be a goldmine (and for just $50 it’s pretty much a steal).
• Here’s a quite comprehensive article on finding the tweet spot and using Twitter to your advantage.
• SmartBlog asks:  “Are you getting in the way of your customers?“
• Celebrity magazine circulation is down? Say it ain’t so!

In the crowded world of jewelry and crafting, differentiation is key.  It seems like jewelry designers are a dime a dozen…and let’s face it, there’s a lot of crap thrown in the mix.  Today’s favorite woman-owned business, however, manages to stand out from the crowd with some awesome branding and a real quality product.

EveAndOdd Designs is the brainchild of Olivia McPherson, a brassy, sassy scientist living in Cambridge, Mass.  She creates these clever earrings in her gorgeous studio and really puts some thought and intention into every pair of earrings.  I have four pairs of hers now, which are set to “heavy” in my earring rotation.  They’re the perfect weight, hang beautifully, and are a conversation piece wherever I go.

One thing I love about Olivia’s branding is her product descriptions.  She thinks long and hard about each piece, names it, and carefully photographs it.  The presentation when you get the piece in the mail is breathtaking, and the price is right…a nice splurge item that won’t break the bank in a teetering economy.