Marketing Archives - IMA Network

023: David Rich: From Magic to Marketing

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Guest

David Rich (@richexpmarkting) is the Senior Vice President of Client Services for George P. Johnson Experience Marketing (@GPJExpMktg). He has over 15 years experience with the company and some unique pre-GPJ experience in theatrical magic and even crooked gambling. Listen to the podcast above to get the details!

Company

The company’s founder and namesake started one of the first modern event marketing companies by helping Henry Ford drive traffic to the first auto shows. Recently, George P. Johnson Experience Marketing celebrated 100 years in business and has the unique distinction of having worked with Chrysler for over 70 years. It is going on its second century in the event marketing business putting it in league with brands like Ford, Coca-Cola, Levis, and Heinz. Some of its clients have included Toyota, Honda, Lexus, Infinity, IBM, Cisco, Proctor & Gamble, Under Armor, Pepsi, and more.

Quote

“Authenticity is one of the cornerstones of successful marketing.”

Story

David Rich shares his early exposure to theatrical magic. As a performer and student, he noticed that in the hands of some people tricks looked like pure magic; in the hands of others it looked like foolish men playing with toys. What’s the difference? It’s more than talent. Everyone uses the same tools under the same laws of physics. What sets professionals apart from amateurs are particular approaches and skills that are cultivated in a way to coax the viewer to suspend their concept of reality to the extent that they believe what they are seeing is accomplished by supernatural powers.

This correlates with success in marketing. How can we purposefully engineer experience — in an honest and ethical way — to change peoples’ experience and behaviors?

David shares projections for what companies are going to need to do differently and what excites him about the coming 1-5 years.

Show Links & Social

David Rich [social_link type=”twitter” url=”https://twitter.com/richexpmarkting” target=”on” ][/social_link]

GPJ Experience Marketing [social_link type=”twitter” url=”https://twitter.com/gpjexpmktg” target=”on” ][/social_link] website

IMA Network: [social_link type=”linkedin” url=”https://www.linkedin.com/company/internetmarketingassociation” target=”on” ][/social_link] [social_link type=”wordpress” url=”http://www.imanetwork.org” target=”on” ][/social_link] [social_link type=”twitter” url=”https://twitter.com/IMA_Network” target=”on” ][/social_link]

Dominick Sirianni: [social_link type=”linkedin” url=”http://www.linkedin.com/in/domsir/en” target=”on” ][/social_link] [social_link type=”twitter” url=”http://twitter.com/domsir411″ target=”on” ][/social_link] dsirianni@imanetwork.org[:de]

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3 Social Media Landmines & 5 Steps to Avoid Disaster with Frank Luntz

Love him or hate him, Frank Luntz calls it like he sees it. During my recent interview with him on the IMA Leader podcast, Luntz didn’t pull any punches when calling out Republicans for their weak social marketing strategies.

“Republicans didn’t implement in 2014 what Obama was doing in 2008.”

Though he got his start on a national stage working for Newt Gingrich and helping to draft the Contract with America, Luntz pulls from a wide audience. He serves as a contributor to Fox News and CBS which is rare. He’s worked for politicians on both sides of the aisle and, though he’s definitely known as a Republican pollster, he started off our interview by telling me he didn’t define himself that way.

“I’m sort of a jack of all trades and master of none.”

Luntz was incredibly pessimistic when talking about social media. He laid into Republicans who seem to have their head in the sand when it comes to using the relatively new media to engage the electorate. Luntz also had some words of caution for people using digital marketing techniques to talk with an audience.

3 Social Media Landmines

1. Lengthy messages do not get read.

2. Social media is a place for venting, not to think and contemplate.

3. Your posts can and will be twisted and used against you.

5 Steps to Avoid Disaster

So how do we tame this beast? Given Luntz’s stipulation that social media has its limitation and potential pitfalls, here is advice from the ‘maestro of messaging’ himself:

1. People don’t read much more than 450 words

In the New York Times or the Wall Street Journal, you generally get 800 words to make your point. Not so in the social world.

On Twitter you get 140 characters and on other platforms like Facebook and LinkedIn you certainly can use far more, but no one wants to read a diatribe so keep your blogs to one topic and stay focused. Keep your tweets, Facebook posts, Pinterest descriptions, etc. as short as possible.

Buffer even recommends 40 characters maximum for Facebook posts for higher engagement. Less really is more.

2. Visuals are powerful

The likelihood of your information being shared increases when a visual component accompanies the verbal message.

In fact, according to Hubspot, videos on Facebook are shared 12 times more than text posts and links combined, photos are twice as likely to earn likes over text updates, and photo and video posts on Pinterest refer more traffic than Twitter, StumbleUpon, LinkedIn, and Google+.

3. Play to emotion

Because social media is a great place for venting, connecting quickly to your audience through emotion is a top strategy. Get them to laugh, cry, fume, or jump and your message will be more widely shared and engaged with, thus eliciting a bigger impact.

Read more on the Science of Emotion in Marketing from the Huffington Post for how you can leverage it in your social media strategy.

4. You better have facts

If you don’t have facts to support what you say, prepare for destruction.

The best rule of thumb according to Luntz is to ground what you say in principles or information not up for debate. This reduces what opponents can argue with and the havoc they can wreak on your message. For example, include verifiable statistics when talking about a product or situation.

No: “Our product was great.”

Yes: “Our product was in the top 3 of industry rankings 7 out of 8 years.”

5. Never “set it and forget it”

Part of your social media strategy must include monitoring what you put out there and the engagement it receives. Many take pride in hijacking communication for their own interests and even the best communication attempts can be thwarted if you don’t monitor and correct confusion.

Luntz believes that we learn more from our mistakes than we do from our successes. In our interview, he shared mistakes he made in his life that helped him realize that with social media, you need to be short, visual, authentic and emotional in order to be successful.

Be sure to subscribe to IMA Leader and hear guests like Frank Luntz share the experiences from which they learned to be successful in today’s hyper-communicative and ultra-competitive world.

Do you have other “rules” that should be added to this list? What social media mistakes have you learned from that you can share with our IMA members? Comment below or tweet me at @domsir411 or at @IMA_Network.

024: Frank Luntz: Social Media has its place

Guest

Frank Luntz (@FrankLuntz) CEO of Luntz Global is also a contributor for both Fox News and CBS. An expert in communication strategy, TIME Magazine wrote, “If words are a weapon, Frank Luntz is a Samurai.” In this podcast (click above to listen), Frank shares his candid perspective on social media and communication in digital marketing and politics.

Company

Luntz Global has advised corporations and organizations in virtually every major industry from Citigroup to Coca Cola to FedEx to the U.S. Navy. Using focus groups to tap into the pulse of the public, even President Barack Obama confirms Frank Luntz’s authority when he said, “When Frank Luntz invites you to talk to his focus group, you talk to his focus group.”

Quote

“If social media teaches us anything it’s that [if you] can keep their head, you’ll be a success….Figure out what needs to be done and play your game, not theirs.”

Story

Frank Luntz has been called “the maestro of messaging.” He shares the good, the bad, and the ugly of social media citing specific examples from his illustrious career.

Too often people make large mistakes by looking at the world through their own perspective and not considering other viewpoints. Frank demonstrates how using words and stories via different mediums can have amazing impacts but only if you do your homework. And be forewarned, what you say and write will often times be twisted and used against you, so choose your words wisely.

Frank also answers the question of “What have the Republicans learned about the two effective national campaigns of Obama?” Frank shares his candid opinion plus his advice on how to make up lost ground using digital marketing.

Show Links & Social

Luntz Global

Luntz Global Focus Groups

Frank Luntz [social_link type=”twitter” url=”https://twitter.com/FrankLuntz” target=”on” ][/social_link] Luntz Global [social_link type=”twitter” url=”https://twitter.com/LuntzGlobal” target=”on” ][/social_link]

Dominick Sirianni [social_link type=”twitter” url=”https://twitter.com/domsir411″ target=”on” ][/social_link] IMA Network [social_link type=”twitter” url=”https://twitter.com/IMA_Network” target=”on” ][/social_link]

Dominick Sirianni Email

022: Andrea Ward: Not for the Faint of Heart

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Guest

Andrea Ward (@awatpa) is the Vice President of Marketing for Oracle Marketing Cloud (@OracleMktgCloud). With an MBA in International Finance, Andrea has had a lengthy career in many aspects of Marketing from Public Affairs, Market Research, and Product Management to Finance and even Mergers and Acquisitions. Andrea has great perspective on what’s happening in marketing today.

Company

Oracle (@oracle) — the second largest software maker in the world after Microsoft — unleashes innovation and enables its 400,000+ customers in over 145 countries to deliver the best experience to their own customers by simplifying IT.

In 2014, Forbes listed Oracle’s brand as more valuable than AT&T, Walmart, Verizon, and Budweiser. With 38.3 billion dollars in brand revenue, Oracle sells more than Ralph Lauren, Visa, EBay, Gucci, and Rolex combined. Oracle is also one of the major sponsors of the IMA.

Quote

“You need be able to use the tools available to you to be a data-driven marketer — to use data to create more personalized interactions. And that may mean a different skill set than what a marketer may have needed 10 years ago.”

Statistic

3 out of 4 marketers have taken on new responsibilities but 9 out of 10 report no corresponding increase in budget or resources.

Story

“97% of B2B marketing leaders say they are doing new types of work, new skills for marketers will be desperately needed going forward, and the pace of relentless change in their worlds is expected to pick up.” ~ Forrester & Business Marketing Association Findings

The field of marketing continues to expand and push forward in innovative ways. Andrea Ward, VP of Marketing for Oracle Marketing Cloud, discusses how the move to the cloud and other technological advances require marketers to use both their natural and developed skills to do even better at communication, collaboration, and data driven decision making. She highlights improving communication with IT departments – by speaking to them in terms they value like efficiency and cost savings – to ensure better customer experience and increased driving of demand.

Andrea goes on to discuss the concept of “digital dialogue” and how using new data capturing technologies can help marketers learn about their known customers and unknown (potential) customers to engage with them real-time in a personalized way. Marketers need to develop their own skill sets in the right direction to be leaders in their fields.

Show Links & Social

Oracle Marketing Cloud

Darian Shiraz (Founder & CEO of Radius) Interview

Forrester & Business Marketing Association Findings

Andrea Ward LinkedIn

Andrea Ward [social_link type=”twitter” url=”https://twitter.com/awatpa” target=”on” ][/social_link] Oracle [social_link type=”twitter” url=”https://twitter.com/oracle” target=”on” ][/social_link] Oracle Marketing Cloud [social_link type=”twitter” url=”https://twitter.com/OracleMktgCloud” target=”on” ][/social_link]

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007: Justin Klein: Helping Marketers Make Smart Financial Decisions

Video

[youtube youtubeurl=”yeQNLr_CoBc” ][/youtube]

Guest

Justin Klein has a masterful mix of both finance and marketing. He’s worked in the firm his grandfather started for nearly two decades during which time he graduated from Chapman University. As a member of the IMA, Justin knows how to help modern marketers stay focused on their passions while offloading seemingly mundane items like managing the company 401k.

Company

KPP Financial is aligned to their own principals. The firm practices “Parallel Investing” whereby one or more of the firm’s principals are invested in each of their investment programs. This alleviates some of the concerns clients have that their partner might be doing what is right for them rather than their clients. Aside from personal wealth management, KPP can help business owners and senior managers mitigate the risks associated with management of the company 401k plan. This is a great service to business leaders who aren’t excited by finance and just want to know they are taken care of while they focus on marketing and running the company.

Quote

“Like life in general, making emotional decisions while investing is almost always a mistake. Our methods shun emotion and exploit opportunity.”

Statistic

52% of 401k participants don’t have the time, interest or knowledge to manage their 401k. (Charles Schwab)

Story

IMA Member Justin Klein shares great information for marketers who need help with things they don’t enjoy doing – namely, finance. He helps non-financial masterminds make smart financial decisions AND – here’s the important part – offload the risks that come with owning your own business or being a member of senior leadership. If you own your own agency, are a senior leader in a company or one day want to own your own firm, listen up. Justin can teach you where to look for help on a highly regulated and rapidly changing section of your business so you can focus on the areas in which you can have the most impact.

Links

The PowerPoint Justin presented can be found here.

Adobe: Facebook’s referred revenue-per-visit grew quarterly, but Twitter and Tumblr dipped

Written by: Kaylene Hong, Asia Reporter for The Next Web.

may be getting harder for Facebook to stand out among other social sites for ad revenue, given the increasingly crowded space, but Adobe’s latest social media intelligence report for the first quarter of 2014 found that revenue referred from most social channels to retail sites dropped quarter-over-quarter, except for Facebook.

Facebook’s referred revenue-per-visit rose 2 percent quarter-over-quarter, while Twitter and Tumblr’s figure declined by 23 percent and 36 percent respectively. Year-over-year though, Tumblr’s referred revenue-per-visit was up 55 percent, followed by Facebook at 11 percent and Twitter at 5 percent.

Adobe noted in its report: “While Pinterest and Tumblr are doing better than last year, they’re still unable to provide consistent referred revenue outside of the holiday shopping season. Facebook, however, continues to provide value year round.”

It’s worth noting for comparison that Shareaholic’s Q1 2014 numbers reflect a more positive outlook for Pinterest, with data showing that Pinterest’s referral traffic share grew 48 percent quarter-over-quarter, up from 4.79 percent to 7.10 percent. Meanwhile, Shareaholic also found that Facebook’s referral traffic share grew from 15.44 percent to 21.25 percent, while Twitter remained essentially flat — moving from 1.12 percent to 1.14 percent.

Adobe’s report also found that Facebook’s ad click-through rate jumped 160 percent year-over-year and was up 20 percent quarter-over-quarter. However, its cost-per-click declined 2 percent year-over-year and 11 percent quarter-over-quarter, with Adobe attributing it to a strong performance during the holiday season in the previous quarter.

Meanwhile, Facebook ads with embedded videos are gaining traction. Adobe’s report found that Facebook video plays increased by 758 percent year-over-year and 134 percent quarter-over-quarter after auto-play for videos was introduced last quarter, while engagement with video posts rose 25 percent year-over-year and 58 percent quarter-over-quarter.

Senior analyst Joe Martin said: “Facebook is back at the top of the mountain… It was declining for some time, but now it’s at about 75 percent of retail referrer traffic, for example. All the other networks are still growing, but the majority of referring traffic is still attributed to Facebook. That means that Facebook’s adaptions for marketers are working.”

Adobe taps on aggregated data from Adobe Marketing Cloud to produce paid social data. Its overall estimates are based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, as well as seven billion brand post interactions including comments, likes and shares.

Charts via Adobe

Read Full Story: http://thenextweb.com/insider/2014/04/22/adobe-facebooks-referred-revenue-per-visit-grew-quarterly-but-twitter-and-tumblr-dipped/

Traditional Media Might Be Old, But It’s Not Dead. . .Yet

by Samuel Greengard, Contributing Writer at CMO.com

As CMOs and other marketing executives attempt to navigate the intricacies of today’s fickle and fast-changing consumer marketplace, it’s apparent that technology plays an increasingly critical role in driving strategies and tactics.

But somewhere between mobile, social media, and other digital channels lies an easy-to-forget reality: Old media hasn’t exactly disappeared. Indeed, television, radio, and print remain viable and effective tools for promoting a brand and capturing mind share and market share.

Sorting through this complex environment is a growing challenge–and one that requires a clear perspective. As Brian Babineau, senior vice president of content strategy and activation at Arnold Worldwide, told CMO.com: “Great scale and awareness can still come out of traditional media vehicles. Some of the most innovative advertising campaigns that have a digital, social, or content play have, at the core, made great use of television and other traditional tools to help bring the campaign story out to a larger audience.”

How can CMOs best navigate the chasm between old and new media? What goes into making effective decisions about how to define a strategy and allocate dollars? And how can an organization adopt an approach that leads to maximum synergy and bottom-line results? While there’s no template for producing results, one fact is perfectly clear: Success increasingly depends on using both old and new media effectively–and often in complementary ways.

Said Alton Adams, U.S. lead for the Customer Strategy and Growth Practice at KPMG Consulting, in an interview with CMO.com: “The goal is to ensure that you’re maximizing your marketing reach and not leaving certain customers behind because they have an affinity for old media.”

5 Mobile Marketing Musts For 2014 from CMO.com

Cross-screen commerce has become a focus for many brands. Consumers are looking for convenience and instant access to their favorite stores and products. As mobile technology has grown increasingly “smarter,” so has shoppers’ reliance on their devices for more of their retail needs.

In a report from Nielsen, 91 percent of adults have their mobile phone within arms reach 24/7; with that kind of immediate dependence, online retailers and mobile marketers should be prepared with a cross-screen commerce strategy. But while the marketing concepts and strategies for mobile are similar to those for desktop, the tactics are not.

Beginning this year, marketing teams need to think more aggressively about mobile and multiscreen. They must also reach beyond just downloads as the main performance metric. Downloads are easy–2014 will be about mobile monetization, and marketers will need to go the extra distance to find success.

Following are five essentials mobile marketers should take into account to leverage multiple devices for driving purchases and lifetime value.

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