Here is the archive of the webcast, from Zero to Community, I did with Bert Dumars, VP of interactive marketing at Newell-Rubbermaid, and Rachel Happe, principal of The Community Roundtable two weeks ago.
Archives for September 2009
Our friend, Justin Levy, of New Marketing Labs was kind enough to give my Quick-n-Dirty podcast partner, Jennifer Leggio and me a few passes to the upcoming Inbound Marketing Summit: Boston to give away on our show. We’ve already given away passes the last two weeks during the show and we’re going to give away another pass this Thursday to one lucky caller. However, we have one other pass that we’re going to give away in a little bit of a different way…
Anyone that knew me in my early days of Twitter may remember my weekly “Tweet-ku” contests — essentially a prize for the best haiku poem completed in a 140 characters. I would give away $20 iTunes gift cards. This time around, you don’t need to do haiku (although your welcome to if you like) but Jennifer and I are looking for the most clever tweet ABOUT the @QuicknDirty podcast show. Yes, that’s pretty vague but that’s not by accident.
How do you enter you ask?
- You must be following the @QuicknDirty podcast Twitter account
- You can enter multiple times with multiple tweets
- The tweets MUST contain a reference to the “@QuicknDirty” Twitter handle
- Contest starts as of noon, PT today (September 28) and ends at midnight, PT on Wednesday, September 30.
- The winner will be announced on the show (Thursday, October 1 at 3 PM PT / 6 PM ET)
Cross-posted on Powered’s blog
Oh how quickly the time passes. As some of you know, I try and do a weekly digest of the links that my team (marketing, sales and product) come up with for our recurring staff meeting. A series of all day meetings and the usual travel have conspired against me. Fortunately for you, that doesn’t change the quality of the content/links that the team found.
With that as a backdrop, let’s see what we’ve got…
Beth Lopez (Marketing)
(9/16) My article submission for this week is called The Great Trust Offensive. It appears the top 100 brands (as ranked by Interbrand) have fallen out of the trust tree with consumers. Edelman conducted a phone survey and found that only 44% of Americans stated they trusted business, down from 58% in the fall of 2007. As a result, many of the top brands are now focusing their advertising and messaging on re-building this trust with consumers and joining the “conversation”. The article goes on to provide case examples of McDonald’s, Ford and American Express and has CMO’s of these companies quoted throughout.
You can also view the 100 Best Global Brands 2009 in a slideshow format which provides a snippet of their marketing strategies. I’ll see if I can download the full report and provide to everyone. Here’s the link to the slideshow.
(9/4) Joe Marchese throws down the traditional vs. social marketing gauntlet in the blog post,
The $1 Million Social Media Marketing Challenge, which starts with “I think there is an inherent conflict in the following statement: “We can’t measure social media ROI. But when we buy television in large amounts, we know it works.” He goes on to state the problem with marketers comparing social media and TV and issues a challenge: If the ROI from social media is not equal to that from traditional media, his company will deliver free media until the difference is made up.
Interesting read to say the least.
DP Rabalais (Marketing)
(9/16) As I mentioned in our meeting, I thought it would be of value for all of us to become more familiar with Net Promoter Scores, since many companies place such a high value on them.
(9/4) The title is Social Net Branding Fails to Sway Women and the article was published today on brandweek.com. A study by ad:tech Chicago and Q Interactive that analyzes how women engage online with brands finds that 75 percent of women reported that social networking sites have little bearing on their purchasing decisions.
Sites have “somewhat” of an influence over 21.9 percent and greatly influence only 3.3 percent of users.
Only 10 percent of women said that participating in brand-related activities, such as finding information (8.7 percent) and writing reviews (1 percent), was their most common social media activity. Sending private messages to peers (34.6 percent), sharing photos (13.4 percent) and chatting (12.8 percent) ranked as women’s top-three social media activities.
Bill Fanning (BizDev)
(9/16) I actually have two articles to share. The first is post on Eyecube blog titled, Congratulations TGI Friday’s, Now the Work Begins and the second post was written by Greg Verdino and posted to his blog titled, Social Media Marketers are a Shallow Bunch. Both posts highlight the latest campaign by TGI Friday’s to drive Facebook fans but are curious about what’s next. Now that they’ve blown out the goal of reaching 500,000 fans (875,170 fans as of this morning) how do they plan to keep them engaged. They’ve got a real opportunity to drive ongoing lasting relationships with their consumers and, quite frankly, revitalize an otherwise stale brand. Will they capitalize on it? We’ll keep watching and hope for the best. In the meantime, I’m looking forward to my free burger… I think.
(9/4) This week’s shared post is from Jason Falls’ blog Social Media Explorer, titled, Brands Are People. It’s short and simple but powerful. He refers to a message he received from a friend who worked in the Golden Age of the Advertising Industry and a WWII fighter pilot. He says “It seems we got into the idea that ads were a lot easier than relationships.” I’d agree and we’ve been saying this for a while, but it just seems more credible coming from someone who actually lived and worked during that time.
The rise of TV as a mass marketing media was certainly a major contributing factor that widened the relationship gap between consumers and companies. We live and work in an amazing time where the rise of the internet has provided consumers a media that will require companies to break down the walls that divided them and re-learn how to build real relationships with consumers. The companies who choose to embrace the new media and master it will have a leg up on those who don’t.
Who knows…maybe in 30 years our kids will be watching a show like Mad Men where they act out the lives of today’s Social Media movers and shakers. If the characters are based on the folks I’ve seen speaking on Social Media panels over the last couple years, it’s bound to be funny but not nearly as classy!
Jay MacIntosh (BizDev)
(9/16) What Powered does is game-changing for marketing.
At the end of last year as I was becoming more familiar with social media marketing and our company, my intuition was that speaking with customers on their terms (i.e. things that they care about, when they’re interested and with people they trust) was the golden ticket for marketers. The disconnect for me was the lack of available data to support my intuition. What I had from our client programs, or third party sources, wasn’t quite complete or reliable enough so the results story often came up short. I think that’s recently begun to change due to a number of factors including our improved measurement & reporting capabilities as well as other practitioners publicly sharing their results.
Let’s look at one key marketing metric related to engagement – click through rate (CTR). This article from MediaPost Tuesday Super for Facebook Brand Pages talks about a study that found the avera
ge CTR on Facebook brand pages to be 6.76%. It goes on to say that certain days of the week perform multiple times better than other days of the week. Tuesday being the best and Friday being the worst. It’s encouraging to see that the Facebook 6.76% CTR kicks butt on other forms of marketing such as email (CTR 3.9%) and banner ads (CTR 0.2%). And what about Powered’s CTRs? For content our CTR is 50 friggin% – talk about kicking butt? For HP’s HHO site the CTR to their ecommerce is 7%. That’s kicking some serious booty.
And what about other ways marketing is measured like conversion, net promoter score (loyalty & advocacy), customer insight? What we deliver in these areas is also game-changing. So why aren’t more marketers going for the golden ticket? Is it lack of knowledge, understanding, familiarity, budget or something else they fear? I’d love to hear y’alls thoughts on this.
Don Sedota (Product)
(9/16) Although this probably isn’t groundbreaking insight to the team, I thought this article “When Facebook Fans Turn Ugly: Examining The Honda Accord Crosstour Page” was an interesting synopsis of a recent PR snafu that Honda had to deal with regarding their new FB page to promote the Accord Crosstour. After numerous comments from users about the ugliness of the car, a Honda rep (posing as a regular Joe) chimed in to give his support. Once he was outed, Honda had to do some quick damage control (some good, some not so good). The bad – removing the comments from the Honda rep which further enraged fans. Anyways, a good quick read that hits on some of the do’s and don’ts of containing a negative social media storm.
On a similar note, I have to feel kinda sorry for the Intuit reps that are trying to keep up with a hoard of unhappy Mint customers after Intuit acquired the financial site earlier this week. Ouch!
(9/4) Here are a couple of pretty entertaining articles that I found this past week.
The first one from David Berkowitz’s blog called, When Augmented Reality Goes Social talks about a few applications of augmented reality (when digital is layered over real-world experiences to “augment” the experience) and social. My favorite example is a Yelp application for the Android platform which is apparently still pretty buggy but allows you to walk down a street and through your camera lens you can view Yelp overlays in the appropriate spots to show different restaurants and their ratings (really cool). Apparently more applications like this are coming down the pipe.
The second one is social related but entertaining more than anything else. It’s a blog post by Jonathon Fields called PR Gone Bad. How to Anger Bloggers and Hose Your Client. Jonathon details a back and forth exchange he had with a PR firm who was trying to get him to review a new book for their client. The PR tactics are extremely traditional and impersonal and the ensuing exchange of emails between Jonathon and the PR rep is a classic example of how certain people still don’t get the fact that social marketing is changing the way PR firms and the like have to conduct their business. Well worth the read if you have a few minutes.
Somehow I managed to draw the short straw again this week… So it’s my turn to do the recap of the Quick-n-Dirty podcast show again this week. Fortunately, I think this was one of our best yet — top three at least — so I really don’t mind taking the time to be the scribe for show number fifteen.
Before I dive in, I have two housekeeping items that I’d like to cover:
- We are giving away another free pass to the upcoming Inbound Marketing Summit so be sure you call into this week’s show. The number is (347) 308-8632.
- There is a survey on the effectiveness of hashtags that my co-host, Jennifer Leggio, and friend, Deb Robison, have put into the field that needs more respondents. Please vote if you get a second.
- Featured Social Network: Threadsy. Well, this one’s still in private beta so unfortunately you won’t be able to see much of Threadsy first hand. But you can read more about it over hear at TechCrunch. Jennifer saw their demo via streaming video from the recent TechCrunch50 event and was impressed enough to want to cover it. In a nutshell, they “take all of your online communication and shove them into a single service.” Note that I have already requested an invite!
- Special Guest: Michael “Britopian” Brito. Yup, he’s the guy that focuses on social over at this little chip manufacturing company in Silicon Valley called Intel. Oh wait, you’ve heard of it? Yeah, I thought you might have. Anyway, during the show Michael dropped some serious knowledge on how he/Intel look at engaging their customers through social. In fact, Michael was kind enough to share a pretty cool example of his efforts here.
- Featured Tweeter: Chris Penn. Just read his Twitter bio… Financial aid expert, Edvisors.com CMO, PodCamp co-founder, MarketingOverCoffee.com co-host, speaker, author, USF marketing professor, actual ninja, unholy DK.” How can you not like this guy? Seriously though, he creates some serious value both in person, on his podcasts and in his Twitter stream. Follow him. NOW!
- Point / Counterpoint: I liked this one because Jennifer and I actually kind of disagreed on this one. She whined about argued the fact that with so much noise out their in the blogosphere, it was hard for new and/or quality voices to get a say. My counterpoint was that if content isn’t good, people eventually vote with their feet (she used Mashable as an example of an organization that may have lost their way). I also chimed in that people who have good content need to be better advocates for themselves. If a tree falls in the woods, nobody hears it if nobody knows the tree existed.