Mar 5 2014
After six years of the Big Apple grind, my husband and I relocated to the ‘burbs of Richmond, Virginia. Working in beverage marketing, I am fully aware this is media no-man’s-land. For nearly a decade, I had been so busy catering to major market influencers that I rarely thought about the best way to engage the other half of the country (aka, the more than 115 million people living in suburbia today).
Luckily, smaller markets offer communication professionals great opportunity to score big and perhaps hit a homerun long enough to benefit activities in major markets and the overall marketing campaign at the same time.
Here are three marketing lessons I learned from suburban living:
Mar 3 2014
Twitter, Facebook, Google, Amazon – these are where most of us are spending our time on the second screen. The second screen is the chronic TV watcher’s dream. Commercials come up? Back to Facebook. Boring plotline? Buy those headphones you’ve been eyeing on Amazon. Plot twist? Talk about it on Twitter in real time.
Marketers have been hard at work creating apps to take over the second screen – using it as another touch point for their TV shows, and another opportunity, of course, for advertising money. But, it’s taking some time to crack the nut… the app has to be engaging enough to keep people interested, but it’s important for it to connect to outside networks, particularly Twitter, to continue the global conversation.
This is what I like about it:
1) Direct Twitter integration: Twitter integrates live within the app, providing fun opportunities to follow his hashtag games. Jimmy announces his favorites during the show. Want to tweet? Just scroll to the bottom…
Feb 24 2014
In late 2012 I created a blog post that highlighted 5 digital trends that would be prevalent in 2013. Now that 2013 is long and gone, I wanted to take a look back and see how these trends panned out in 2013.
In 2013 Google posted that responsive web design is their preferred method to serve content in optimized formats for both desktop and smartphone users. This statement was also reiterated at SMX East in October of 2013 by Pierre Far of Google so it’s pretty safe to say that if you have SEO and multiple devices in mind responsive web design is here to stay.
In my original post I referenced a 2012 SEMPO Report that showed that paid search objectives might be trending to less conversion orientated goals like, “increasing web traffic” and “increasing brand awareness.” In the 2013 version of the same SEMPO report, it looks like the responses are trending away from these goals altogether.
While previous years have seen a gradual fall in the percentage citing selling…
Feb 14 2014
The most common social media fail is easily correctable.
People are lazy. Web publishers are no exception. When they install social sharing buttons, all too often they leave the default settings in place.
As a result, when a user clicks the ubiquitous “tweet” button to promote your content, nine times out of 10, what he ends up sharing is simply, unforgivably the article’s headline. Big mistake. Under this setup, all your efforts prodding people to share your content are negated when they actually do.
What should you do instead? For every post published, you should embed a teaser that you’ve tailored for Twitter. (This can be accomplished by adding a new field or plug-in to your CMS.) Under this setup, when that share button is summoned, your fans will be sharing text specific to the medium, not a one-size-fits-all compromise.
Here’s how Upworthy, the site known for making serious subjects go viral, matches the content to the channel:
A Church Told a Pastor That He Couldn’t Preside Over His Son’s Wedding. He Responded Like a Dad.
You don’t have to be a Christian to appreciate how amazing @StandWithFrank is.
This Is the Most Inspiring Yet Depressing…
Feb 3 2014
Were you watching your TV screen or your second screen during Super Bowl Sunday? Clearly, the four million dollar spots are only the beginning for the advertising brands. Their real-time marketing strategies drove additional value through millions of online impressions. Advertisers had social media war rooms with PR pros, graphic designers and, of course, lawyers, ready to take advantage of key moments to boost their bowl buzz further.
Twitter was on fire with fans chiming in on the #SB48 hashtag, and with advertising enthusiasts following the #rtmbowl (real time marketing bowl), #adbowl and #brandbowl hashtags and sharing their two cents. Right away, it was clear that the trend this year brands interacting with each other. Here were the top three brand-on-brand real-time marketing moments.
1) Tide responding on Vine – The team at Tide did an amazing job, reacting to other brands’ commercials with promoted Vine posts. They were endearing and clever, plus it was nice to see relevant and fun promoted posts at the top of my feed.
One of the highlights was the Cheerios ad response:
2) JC Penney, tweeting with mittens? – It was, in a word, bizarre. It started with…
Jan 30 2014
In healthcare, people don’t generally like to think about reusing things –unless, of course, they’ve been sterilized. Whether your hospital just started a new fiscal year or you are getting ready for budget season, now is a good time to be thinking about how you can reuse, reimagine and repurpose content you already have to achieve your business goals.
I’ve worked for and with a number of hospitals and health industry organizations over the past 20 years, and I am continually amazed at the chasm that often exists between great content and poor or siloed communication of that content. Here are just a few examples:
Jan 27 2014
Let’s face it, we love guest blogging. From a PR & SEO standpoint to the blog owner side it’s a win-win with a guest blog post. The blog owner gets free (hopefully good) content, the PR Pro gets some impressions and exposure for their client and the SEO (hopefully) gets a link back to the client’s website. Like I said, a seemingly good set up for all parties looking to benefit from a guest blog post.
However, with all good things on the web, guest blogging is supposedly coming to an end. When a few sites and spammers take advantage of the above exchange to an extreme level to influence search rankings Google might take notice. And they have. Last week, Matt Cutts, the head of web spam at Google reiterated his position and despise of guest blogging for SEO specific purposes. The synthesis of the article and the community is that guest blogging for SEO is quickly fading away. The practice is getting out of hand and spammy to the point that too many bloggers continue to publish poor quality content with questionable links that have been influencing Google rankings.