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Remarkable Marketing Moments from 2012: Marketing Update 1/4/13

  
  
  

Episode #227 - January 4th, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Happy New Year! Remarkable Marketing Moments from 2012

Starbucks Launches a $1 Reusable Cup

FTC Offers $50K to End Robocalls

  • http://money.cnn.com/2013/01/02/pf/ftc-robocalls/
  • The Federal Trade Commission is currently running a contest to find a solution to block the pesky calls on landlines and cell phones. 
  • The winning submission will get $50,000 and a trip to Washington, DC to present the solution.
  • The FTC has already received 230 submissions.Suggestions, so far, include a 24-hour hotline to report robocalls and blacklists to block repeat offenders.

Is the Marketing Campaign Dead? 

The Instagram Debacle & The End of The World: Marketing Update 12/21/12

  
  
  

Episode #226 - December 21st, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Instagram TOS Debacle

Oracle Acquires Eloqua

The End of the World

Listening to Your Customers is GOLDEN

 

Marketing Predictions for 2013: Marketing Update 12/07/12

  
  
  

Episode #225 - November 29th, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Headlines

The Danger of Ranting on Yelp

  • http://www.huffingtonpost.com/2012/12/06/jane-perez-yelp-review_n_2250302.html
  • Jane Perez, a Virginia woman who wrote a scathing Yelp review of the contracting company that worked on her home, is being sued by Christopher Dietz for $750,000, according to the Washington Post.
  • Dietz, the owner of Dietz Development, filed the Internet defamation lawsuit filed last month, stating that "plaintiffs have been harmed by these statements, including lost work opportunities, insult, mental suffering, being placed in fear, anxiety, and harm to their reputations."
  • Perez's Yelp review accused the company of damaging her home, charging her for work that wasn't done and of losing jewelry. The lawsuit follows an earlier case against Perez, which was filed in July 2011 by Dietz for unpaid invoices. According to the recent filing, the two were high school classmates.
  • Marketing Takeaway: 
CEO Blunder? or SEC Dinosaurs? 
  • http://www.marketingpilgrim.com/2012/12/latest-ceo-nominated-for-social-medias-hall-of-shame-is-reed-hastings-of-netflix.html
    • Netflix (NASDAQ:NFLX) is in big trouble with the SEC. Reed Hastings, its CEO, posted information to his Facebook (NASDAQ:FB) page that the regulator says was “material” to investors.
    • In this case, the Wells notice relates to information Hastings disclosed on his Facebook page (where he has 200,000 followers). In July Hastings said Netflix users had streamed 1 billion hours in June for the first time ever. Netflix’s stock jumped 6% on the news. The SEC thinks it was material information that should have been more formally announced.

  • http://www.webinknow.com/2012/12/sec-action-against-netflix-ceo-over-facebook-post-is-completely-wrong.html
    • The US Securities and Exchange Commission is considering taking action against Netflix and its CEO Reed Hastings because of a Facebook post.The agency says that the update to Hastings' 200,000+ subscribers where he said"members had enjoyed over 1 billion hours in June" violated the SEC Regulation Fair Disclosure (Reg FD) rule

    • The SEC is completely wrong - The issue is not with Netflix. It is with the dinosaurs at the SEC. This is not a stock story. It is a real-time communications story.

    • The post that Hastings sent out was to his Facebook PUBLIC followers list which currently numbers 245,000 people. Anybody can subscribe to the list and anybody can access the content at any time without subscribing. I do not subscribe and it took me less than five seconds to access it – go to Facebook and type 'Reed Hastings' in the search bar. Bingo.
    • The SEC considers press releases to be the acceptable way to comply with RegFD.
    • Press releases are fine, but in 2012 saying that only press releases qualify for fair disclosure is like saying the only way to watch movies is in a theater. In fact, when I looked for press releases from Netflix it took me much longer than five seconds to find the relevant pages.
  •  
    Marketing Takeaway: 
The Social Media Report
  • http://blog.nielsen.com/nielsenwire/social/2012/
  • App usage account for a third of all social networking time across PCs and mobile devices
  • Users increased their app time by 76% over last year
  • Women spend more time on social media
  • Facebook, Blogger & Twitter are the top social networks, Pintrests was 6th, Google+ was 7th, mySpace was 9th
  • Pintrest had 4,225% growth on mobile devices over last year
  • 94% of us use the computer, 46% use a mobile phone to connect on social media
  • 32% of 18-24 year olds use social media in the bathroom
  • 51% of 25 to 34 year olds use social media in the office
  • Marketing Takeaway: 
Marketing Predictions for 2013
  • http://blog.hubspot.com/blog/tabid/6307/bid/33895/8-Insightful-Marketing-Predictions-for-2013-and-Beyond.aspx
  • In the past 24 months, we’ve seen the overlap between search, social, and content increase at a rapid pace, spurred on by innovations from the search engines, and reinforced by the correlations of social sharing and linking/ranking behavior. In 2013, I expect to see many of the most successful marketers treat these practices not as disparate channels, but as optimizable elements of a whole.” - Rand Fishkin, SEOmoz
  • With such a dramatic shift toward more personal, unsolicited marketing, 2013 will see much more targeted, segmented email campaigns aimed at delivering more relevant content to recipients.” - John Bonini, Content Marketing Manager, IMPACT Branding & Design
  • For CMOs, the pressure is on. CEOs are paying more attention to Marketing’s contributions and are holding them more accountable for revenue generation. Because of this, we’re starting to see a shift in how marketing is measured … to quotas and SLAs that are more aligned with sales goals.” - Greg Alexander, CEO, Sales Benchmark Index (SBI)
  • In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine -- generating interest, traffic, leads, and conversions -- to support the demand generation engine. 
  • Marketing automation systems will provide more unified customer views across channels and systems. The goal of not merely importing data from multiple systems, but of integrating that data so interactions of the same individual are combined even when they take place in different channels will be increasingly realized. This is a critical capability since all analysis is based on this unified customer view.” - David Raab, Analyst, Gleanster
  • "In 2013, we’ll see many more marketers take advantage of the power of real-time communications to grow business....Success comes from engaging your buyers when they’re ready, not when it’s convenient for you.” - David Meerman Scott, Best-selling Author
  • “New technologies (mobile devices of all shapes and sizes, and location based services) will continue to grow, but the best marketers will realize its not about how to jam more ads into new platforms -- it's about how to use the new technologies to enhance your inbound powers of attraction.” Dharmesh Shah, CTO, HubSpot

Managing Your Brand: Marketing Update 11/29/12

  
  
  

Episode #224 - November 29th, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Headlines

Google Acquisition is a Hoax 
  • http://money.cnn.com/2012/11/26/technology/google-icoa-hoax/
  • A spate of press reports on Monday heralded Google's latest takeover deal: An apparent $400 million purchase of ICOA, a Warwick, R.I., company that makes Wi-Fi hotspots for public areas like parks and airports.
  • Then the retractions began pouring in, as ICOA and people familiar with Google's operations began to deny the report.
  • "This was a hoax," George Strouthopoulos, CEO of ICOA, told CNNMoney in an e-mail. "This is NOT TRUE!! Never had any discussions with any potential acquirers!! This is absolutely false!"
  • ICOA's total market cap is less than $850,000, and its shares trade for under a penny.
  • Someone moved piles of ICOA's stock on Monday: Nearly 330 million shares changed hands, according to OTCMarkets.com, compared with the stock's usual daily volume of around 2.6 million shares.
  • Marketing Takeaway: 

Smashing Your Brand

  • http://www.getthefive.com/articles/the-marketeer/starbucks-smashes-its-brand-and-sells-it-as-pixela/
  • Brand guru Martin Lindstrom suggests the “smashing your brand” test to examine the quality of your branding by acknowledging the value that every single element at play in defining your brand's identity.
  • Starbucks collaborated with the designers at Rodarte—a fashion label, to create a fewlimited edition gifts during the 2012 holiday shopping season. They designed a tumbler, a tote bag, a reusable up sleeve, and a Starbucks card.
  • Rodarte’s Starbucks logo is highly pixelated. At first you might think your eyes are playing tricks on you—and they are. The pixelated logo still screams Starbucks with its familiar greens and grays, and the vague suggestion of the mermaid logo. It is all there—just not the way we are used to seeing it.
  • Marketing Takeaway: 

Virgin's #Nerdbird Cyber Monday Deal

  • http://www.getthefive.com/articles/the-marketeer/virgin-america-offers-cyber-monday-nerdbird-charte/
  • Cyber Monday sales, Virgin America is offering the ultimate “geek-sweet ride” on the Nerdbird—a chance to charter the aircraft to next year's 2013 International CES (Consumer Electronics Show) in Las Vegas Jan. 8-11. The airline is teaming up with Gilt City to offer a "nerdbird for hire" charter flight.
  • The company gets inquiries every year from local tech companies and entrepreneurs asking to charter aircraft to head to CES, said Luanne Calvert, vice president of marketing at Virgin America.
  • “So we thought it would be fun to answer the call and work with Gilt City to create the ultimate geek gift," Calvert said in a release. "Plus, if being the first airline to offer fleetwide WiFi and having an entertainment platform that runs off LINUX isn't evidence enough, we're kind of geeks ourselves." 
  • The flight was already purchased for $49,000, but there is a waitlist.
  • Marketing Takeaway: 

Is Google Responsible for Search Results Contents

  • Do Google search results amount to content that the company “publishes” and is responsible for? One high court in Australia says yes — and the decision, if unchanged on appeal, could have far-reaching repercussions.
  • For starters, Google will be forced to pay $200,000 to music promoter Milorad Trkulja, the plaintiff in this case. Trkulja brought the suit in 2009 after Google refused to remove links to sites that claimed, incorrectly, that the promoter has connections to organized crime in Melbourne.
  • Google only got itself in ‘trouble’ after it did not follow through on a take down request. The courts didn’t feel that how Google put the results in the order that it did was wrong but they felt there was an issue when the complaint to take down the information was not granted.
  • Marketing Takeaway: 


Halloween Marketing At Its Best: Marketing Update 11/2/12

  
  
  

Episode #223 - November 2nd, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Headlines

Halloween Marketing At It's best

  • blog.mrhandyman.com/pumpkin-carving/
    • Mr. Handyman with the help of their Inbound Marketing Agency realized that there is lots of interest around Pumpkin Carving before Halloween and tied it to their brand by focusing on "Pumpkin Carving with Power Tools"
    • First, a video brought their pumpkin carving ideas to life. A unique, interesting twist on pumpkin carving and a video that clearly explained the concepts made broadcasters interested inviting Mr. Handyman franchise owners to come in for live TV appearances to share their pumpkin carving expertise.
    • Mr. Handyman turned TV viewers into website visitors, by offering Free Pumpkin Carving Templates, which were branded with the Mr. Handyman logo and contact information. The pumpkin carving templates, also generated lots of traffic from pumpkin carving searches and inbound links to their site. 
  • http://www.rei.com/features/infographics/zombie.html
    • 13 Essential Tools for Surviving a Zombie Outbreak Infographic
    • Details on the tools you need and tips on how to properly neutralize a zombie or set up a trip wire
  • http://www.innerduck.com/
    • Oriental Trading Post created a cute game to find out what your inner monster duck is
    • Allowed you to easily buy your duck or share the game through social media
  • Marketing Takeaway: Companies of all sizes can leverage holidays in their marketing. 

Good Customer Service as Marketing

Direct Mail 2.0 

  • http://www.postcardmania.com/direct-mail-2.0/
  • Brought to you by postcardmania
  • The main idea behind Direct Mail 2.0 is to take a marketing classic (direct mail) and bring it into the future by seamlessly integrating it with newer marketing tools like Google Remarketing and digital call tracking.
  • Postcards are a tried and true marketing medium that produces results by delivering your artfully designed and clearly written message right to your prospect's mailbox.
  • Using a system we designed ourselves, we track the mailing process of your order. This allows you to know exactly when your cards are due to arrive in prospects' mailboxes. This helps you plan for the influx of new customers.
  • Google Remarketing is an online follow-up tool that enables your text and banner ads to follow prospects around the internet once they leave your site. So if leads don't take the desired action (fill out a form, buy, etc) on your website the first time, you stay in touch. No leads left behind.
  • We use a unique phone number to track the number of calls your mailing generates. You can use this data to gauge the effectiveness of different strategies and marketing messages. It also records calls so you can check for quality in your lead reception and sales processes.
  • Marketing Takeaway: 

Small Businesses And Social Media

The Secret to Pinterest Success: Marketing Update 10/26/12

  
  
  

Episode #222 - October 26, 2012

The Secret to Pintrests Success

  • http://allthingsd.com/20121020/the-secret-behind-pinterests-growth-was-marketing-not-engineering-says-ceo-ben-silbermann/
  • Pinterest, which CEO Ben Silbermann describes as a tool that helps people find inspiration, is now the third-largest source of referral traffic on the Internet.
  • In 2010, three months after Pinterest launched, the site had only 3,000 users. But some of them were active users, and those people loved the site
  • Pinterest started to have meet-ups at local boutiques, and to take fun pictures of people who attended them, and to engage with bloggers to do invitation campaigns like “Pin It Forward,” where bloggers got more invites to the site by spreading the world.
  • “A lot of people in Silicon Valley didn’t get, and I don’t know if they still get, Pinterest,” Silbermann said. “The fact that it made sense to someone is what really mattered to me.”
  • But ultimately, Pinterest didn’t need better engineering, said Silbermann. It needed better distribution.
  • Marketing Update:

Nutella Stops the Nutella Shake

The Cost of Data 

  • http://www.socialmediaexaminer.com/facebook-permissions/
  • Facebook Permissions are a Facebook feature that allows the social network and businesses that use Facebook for marketing purposes to collect information about users.
  • When a user agrees to “allow” Facebook, or a business, to broadcast a user’s Likes or other information, the user has granted Facebook permission to do so.
  • Facebook Permissions are not only on custom apps. Any time that you connect to Facebook from an outside website, you’re giving that website permission to access your basic information on Facebook.
  • With each data field a business asks for online, the opt-in rate drops by 10% (I heard this from a Facebook product engineer).
  • That means if gaining access to your app requires customers to tell you anything at all, you could lose 10% of your potential users right off the bat.
  • Marketing Takeaway: 

When the Internet Breaks

  • http://www.getthefive.com/articles/the-boardroom/when-the-internet-breaks/
  • Amazon Web Services, which is the major cloud host for web-based businesses large and small, experienced an outage and brought down a sizable chunk of the Web as a result.
  • Pintrest, Foursquare, Airbnb, Reddit, Github, Flipboard
  • From AirBNB to Foursquare to Reddit to Coursera to Flipboard, big chunks of the Web were down for much of the day while Amazon scrambled to get its servers back online. Think about that: everything from room rentals to news sites to education providers was out of commission for most of the day. No transactions. No eyeballs. No revenue. Nothing.
  • While the services that were out don’t represent particularly vital businesses – no lives were lost because they were down (so far!) – it does illustrate the degree to which our everyday lives are increasingly tethered to cloud-based services.
  • One way to mitigate the chances of a company being brought to its knees due to a single outage at a place like Amazon is to spread the risk.
  • What else can Marketers do to help prepare for situations like this? 
  • Marketing Takeaway: 

The Final Live Episode: Marketing Update 10/19/12

  
  
  

Episode #221 - October 19, 2012

Intro
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Changes to Marketing Update

  • No longer going to be taped live
  • Your feedback helped us make this decision
  • Keep tuning for a new and improved show

Headlines

Bodyform Shows their Flexibility

  • http://www.mirror.co.uk/news/uk-news/bodyform-apologise-to-disgruntled-boyfriend-with-hilarious-1382154
  • Peter Lunn
  • After a man’s hilarious rant at Bodyform’s years of ‘lies’ about a woman’s ‘time of the month’ went viral, the company has responded with their own comedy apology.
  • Richard wrote: “As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous....Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen .....you lied !!"

  • After the Facebook post became an internet hit, Bodyform hit back with a brilliant spoof video apologising for their years of deception.
  • She says: “We lied to you Richard and we want to say 'sorry'. 'Sorry'. What you’ve seen in our advertisements so far isn’t a factual representation of events, you’re right. The flagrant use of visualisation such as skydiving, rollerblading and mountain biking - you forgot horse riding, Richard - are actually metaphors, they’re not real. There’s no such thing as a happy period." 
  • Caroline explains that Bodyform was trying to protect men from the truth about women’s bodies – even rounding off her explanation by breaking wind.
  • Marketing Takeaway: Respond and have a sense of humor!
Facebook Launches Global Pages
  • http://blog.hubspot.com/blog/tabid/6307/bid/33733/Facebook-Launches-Global-Pages-to-Simplify-Brands-International-Facebook-Presence.aspx
  • Facebook announced the launch of Global Pages, a new structure to business pages for global brands aimed to provide a better, localized experience for international brands' prospects and customers. 
  • The new structure consolidates a business' global Facebook presence into one place while still providing a localized experience.
  • Rather than a global brand maintaining one general, broadly targeted Facebook page -- or juggling multiple Facebook Pages set up for each different international market -- that brand can instead maintain and promote one centralized Facebook Page URL. 
  • Visitors to that page will then get routed to the most appropriate version of a page based on their home country, where they will see a localized version of the page, which the administrator can customize to include different cover photos, profile photos, applications, milestones, 'About' information, and news feed stories.
  • Benefits
    • A Centralized Facebook Presence: No matter which version of the page a visitor gets routed to, all visitors will see the same page name (translated into their local language), fan count, and 'People Talking About This' counts.
    • A Single URL: Rather than having to promote a different page URL for each localized page, global brands will be able to promote one single URL in all of their marketing efforts to promote their Facebook presence, since page visitors will be automatically be redirected to the appropriate version of the Page based on their goegraphic information.
    • A Centralized Global Insights Dashboard: Rather than having to check the Facebook Insights for multiple pages, administrators of the main Global Page will be able to check Insights for all page variations in one centralized dashboard.
  • Marketing Takeaway: Streamline your Facebook Global presence and reduce your overhead. 

How Much of Your Traffic is Really Social? 

  • http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/
  • One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever. 
  • There are circumstances, however, when there is no referrer data. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com). 
  • This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser.
  • Real-time web analytics firm, Chartbeat, took visitors who showed up without referrer data and split them into two categories. 
  • On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site. 
  • Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent. 
  • All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites.
  • Marketing Takeaway: Focus on creating sharable content to boost traffic. 

Newsjacking The Election

  • http://blog.hubspot.com/blog/tabid/6307/bid/33707/8-Clever-Ways-Brands-Are-Newsjacking-the-Election-for-Marketing.aspx
  • We've talked before about the power of newsjacking as a great way to leverage the popularity of story/trend/meme to get some news coverage of your own. Breaking news is reported all of the time, but as a marketer, you have a unique opportunity to take advantage of these trending topics and create relevant campaigns that serve your own marketing agenda.
  • Jet Blue - Every election year you always hear Americans threatening to move to Canada or some other country if their preferred candidate isn't elected. Well, JetBlue is taking those threats to heart, promising to fly 1,006 voters out of the country if their desired candidate doesn't win.
  • PBS - After Mitt Romney proclaimed that, as much as he loves Big Bird, he is going to cut funding to PBS if elected, people mostly tweeted their disappointment, which led PBS to purchase a Promoted Tweet on Twitter that was displayed when users searched for "Big Bird." The advertised tweet led readers straight to the PBS website, that spoke about its value in an attempt to educate the audience about everything PBS does and stands for.
  • 7-Eleven - 7-Eleven is hosting its own type of election called the 7-Election, through which customers choose coffee cups that are either blue for President Obama or red for Mitt Romney, with the votes tallied at the check-out counter. Every day, the results are calculated on the 7-Eleven website.
  • Fed Ex - With all of the negative advertisements that get played during political races, FedEx decided to newsjack that negativity by asserting, "Competition may not always be professional, clean, or elegant, but at least your promotional materials can be."
  • Boston Market - decided to launch "limited-time only" menu items alongside an election-themed campaign to promote them. The campaign, called the "Market Bowl Poll," pits chicken (the left wing) against turkey (the right wing). As part of the campaign, Boston Market asks you to vote for the candidate you prefer, after which you're rewarded with a coupon to redeem for money off the new dishes.
  • Pizza Hut - Pizza Hut is offering up a Big Dinner Box as its candidate, asking their customers to show support by signing up on their website.
  • Cabbage Patch Cabbage Patch has created dolls resembling Barack Obama, Joe Biden, Michelle Obama, Mitt Romney, and Paul Ryan. The dolls are scheduled to be auctioned off on eBay from October 30 through November 6, and the proceeds will go to Rock the Vote.
  • Heaven Hills Distillery (covered last week) - To capitalize on the election season at the start of the primaries in January, Heaven Hill Distilleries introduced two types of bourbons: Red State Bourbon and Blue State Bourbon. Along with launch of its left wing and right wing bourbons, the distillery also launched two separate Facebook pages in support of each position. And for every Facebook like they receive, Heaven Hill Distilleries is also donating $1 to the Veterans of Foreign Wars.
  • Marketing Takeaway: Leverage what's happening in the real world in your marketing and try to get a bump. 

Yelp Cracks Down on Review Fraud

  • http://www.marketingpilgrim.com/2012/10/yelp-sets-up-sting-to-id-and-label-businesses-who-manipulate-reviews.html
  • The most recent action taken by Yelp to help ‘clean up’ after those businesses that are trying to game the system comes in the form of a sting operation to catch businesses trying to buy reviews in the act then giving them the Yelp equivalent of a scarlet letter to make that point to Yelpers everywhere.
  • The first eight businesses — including a moving company, two repair shops and a concern that organizes treasure hunts — will find themselves exposed on Thursday.For the next three months, their Yelp profile pages will feature a “consumer alert” that says: “We caught someone red-handed trying to buy reviews for this business.”
  • Yelp went to Craigslist and A Yelp employee posed as an elite reviewer and got the businesses to reveal themselves. The size of the promised payments varied widely, and so did the work required.
  • There will also be a history of the email correspondence that went on between the undercover Yelpers and the businesses that were offering anywhere from $5 to $200 for a review when soliciting reviews.
  • Marketing Takeaway: Be genuine and honest. 

Target Targets Showrooming

  • http://www.usatoday.com/story/money/business/2012/10/16/target-online-price-matching/1636923/
  • Target will match prices with online competitors this holiday season, including Amazon.com, Walmart.com, BestBuy.com, Toysrus.com and Babiesrus.com.
  • Best Buy also announced plans to price match with online competitors during the holidays this year.
  • Combat "showrooming" — when customers browse products in stores but buy them for less online.
  • Target will match online prices between Nov. 1 and Dec. 16. In stores, customers can show the competitor's online price for a specific item on their smartphone, or customer service can look it up to confirm.
  • Target already price-matches for customers who bring in a competitor's ad for a specific product at a lower price within seven days of a purchase. The company will extend that policy Nov. 1 through Dec. 24 and include items on Target.com.
  • Marketing Takeaway: Fight back against your competition. 

David Shepherd Loses His StalkersMarketing Update 10/12/12

  
  
  

Episode #220 - October 12, 2012

David Shepherd Loses His Stalkers

Welcome:

On the show today is Michael Mintz (@mintzworld) and Brittany Leaning (@bleaning) 

Headlines:

  1. What’s going on with local search?

  2. Is Facebook becoming Pinterest with a “Buy” button?

  3. Can you use the election to make a bigger profit?

  4. How did Big Bird shake up the election?

  5. iPhone 5’s ads will track and target you…unless you opt out.

 
Story #1:
 
Study: 43 Percent Of Total Google Search Queries Are Local - Search Engine Land: http://searchengineland.com/study-43-percent-of-total-google-search-queries-have-local-intent-135428 
 
Ad network Chitika has just released some new data that compares local search volumes on Google, Yahoo and Bing. The study examined both PC and mobile traffic to determine an overall number. What Chitika found was that 43 percent of the overall query volume coming from Google (mobile and PC) carried a local intent. That compared with 25 percent on Yahoo and Bing.
 
Marketing Takeaway: Make sure you’re considering your location when optimizing for search.
 

 
Story #2:
 
Facebook Rolls Out ‘Want-able’ Pics of Products in the News Feed - Mashable: http://mashable.com/2012/10/08/facebook-wantable-pic/ 
 
By now, most brands have figured out that the best way to get engagement in this Pinterest-saturated age is by posting photos. Now, Facebook is catering to this trend by offering some brands the option to post those photos with actions including “want,” “collect” and, of course, “Like.” Products within a collection will also have a Buy link, sending people offsite to purchase a product.
 
Marketing Takeaway: Keep your customers happy.

  • For ecommerce advertisers, this is a big win.
  • Taking Pinterest to the next level: adding a “buy now” feature.
  • Need to be a Facebook member to use the feature.

 
 

Story #3:
 
Bourbon Maker Stirs Up Party Pride - CNN: http://eatocracy.cnn.com/2012/10/10/bourbon-maker-stirs-up-party-pride/ 
 
Heaven Hill Distilleries, which introduced the bourbon in January with the start of the primary season, will donate a dollar to the Veterans of Foreign Wars for every Facebook "Like." As of this writing, the Red State bourbon Facebook page leads with 1,033 Likes to Blue State Bourbon's 367 likes. Could it be the Republicans just drink more bourbon?

Marketing Takeaway: Competition is a great way to your audience talking (about your brand).
 
 
 

Story #4:
 
Big Bird Shows Marketers the RIGHT Way to Newsjack the Presidential Debates - Mashable/HubSpot: http://blog.hubspot.com/blog/tabid/6307/bid/33688/Big-Bird-Shows-Marketers-the-RIGHT-Way-to-Newsjack-the-Presidential-Debates.aspx 
 
The folks at PBS have pulled a killer newsjack, riding the waves of the presidential debate. More specifically, riding the giant tidal waves that ensued on social media when Mitt Romney said that, while he loves Big Bird, he still wants to cut government funding for PBS. According to Mashable, PBS decided to embrace the firestorm and pulled the trigger on an ad buy on Twitter for the phrase, "Big Bird." Now, if you search for "Big Bird" on Twitter, you'll see a PBS advertisement. The tweet, "PBS is trusted, valued and essential. See why at valuepbs.org. (please retweet!)" encourages people to go check out their website that educates readers on why PBS is such a valuable organization.
 
Marketing Takeaway: Don’t be afraid to take a chance and experiment with your marketing!
 
If PBS can do it, marketers, so can we! Two things they did well:
 
1) Investing money in Twitter ads
2) Newsjacking
 
 
 

Story #5:
 
Apple Has Quietly Started Tracking iPhone Users Again, And It's Tricky To Opt Out - Business Insider: http://www.businessinsider.com/ifa-apples-iphone-tracking-in-ios-6-2012-10 
 
Apple's launch of the iPhone 5 in September came with a bunch of new commercials to promote the device.
But Apple didn't shout quite so loud about an enhancement to its new mobile operating system, iOS 6, which also occurred in September: The company has started tracking users so that advertisers can target them again, through a new tracking technology called IFA or IDFA. IFA or IDFA stands for "identifier for advertisers." It's a random, anonymous number that is assigned to a user and their device. It is temporary and can be blocked, like a cookie.
 
Tracking is on by default
 
Marketing Takeaway: Don’t be shady.
 
 
Marketing Tip of the Week: It’s time to try something new!
 

  • What have you got to lose?
  • If you’re not adapting with everyone else, you’re actually more likely to lose than if you’re not.

Be Honest and Tell Us What You Think: Marketing Update

  
  
  
No new Marketing Update episode this week. Karen and Mike are taking a look at how they can make improvements to the show. HubSpot would love to get your feedback on how we can make the show more enjoyable for you. Go to HubSpot.tv/Survey 

Brian Halligan Takes a Nap: Marketing Update 9/28/12

  
  
  

Episode #219

Brian Halligan Takes a Nap

Welcome

  • So, we’re back... and no one’s more shocked than we are! Let’s see if we can limit the damage on set during today’s episode...
  • All the old episodes are on iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by and watch the show as part of the live studio audience. Every Friday at 4PM in Cambridge, MA!

Headlines

Kimmel Gimmick Gets Twitter All Aflutter

http://www.marketingpilgrim.com/2012/09/tracy-morgan-emmy-stunt-results-in-60k-tweets-in-3-minutes.html

http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-jimmy-kimmel-emmy-twitter-facebook-20120924,0,7135681.story

WATCH THE STUNT HERE: http://www.youtube.com/watch?v=BbSywQ6S2rc

Show Notes:

  • Sunday night at the Emmy’s  - Jimmy Kimmel, no stranger to incorporating Social Media into his late night talk show
  • Asked the audience to get on twitter and tweet “OMG Tracy Morgan just passed out on stage at the Emmys. Turn ABC on now.”
  • Results?
    • Nearly 74K tweets in 3 minutes (20,000ish tweets a minute) – helped by fellow comics like Stephen Colbert and Joel McHale who have massive followings
    • The whole event generated an estimated 1 million tweets
    • 13.2 million viewers, a jump of 6% over the previous year

Takeaways:

  1. Don’t be afraid to take chances! Find creative ways to engage with your audience in different channels to drive more interest
  2. Give folks a clear call to action
  3. Leverage your best followers and biggest fans
  4. Be awesome like Jimmy Kimmel

 

Self-promotional tie-in J

HubSpot Original Story: Can Inbound Style Go Viral??

  • Video launched one week ago – made it in 2 days
  • Over 100K Visits – 3K visits away from beating out our top-performing video
  • Fastest "viewer velocity" - beat You Oughta Know (which got 40K in one week) - this got 80K in one week.

Takeaway?

CHECK IT OUT IT’S HILARIOUS: http://www.youtube.com/watch?v=2aa8os53_Ac&list=UUVeuau7DLrg7zlAjxxDbdww&index=0&feature=plcp

http://blog.hubspot.com/blog/tabid/6307/bid/33599/HubSpot-Releases-Gangnam-Style-Parody-Inbound-Style-MUSIC-VIDEO.aspx

 

Is a picture worth more than 140 characters?

http://mashable.com/2012/09/27/instagram-passes-twitter-users/

http://allthingsd.com/20120927/instagram-beats-twitter-in-daily-mobile-users-for-the-first-time-data-says/

Show Notes:

  • Instagram just passed Twitter in daily active users on mobile this past August: Instagram – 7.3 million daily users vs. Twitter – 6.9 million daily users
  • Instagram users also spend more time on Instagram 257 minutes vs. Twitter 170 minutes
  • AND all this despite the fact that Twitter had 29 million unique US smartphone-based users while Instagram had under 22 million
  • This sort of makes sense:
    • Instagram - Highly visual flow of content (all photos) – cause someone to pause and take it in
    • Twitter – designed to make it easier for users to flow through their stream more quickly
  • #Rant
    • Twitter has a fully functional website that was not included in the math vs. Instagram is ONLY a mobile app – their website is just a glorified Landing Page pushing you to download it on iTunes
    • If you want to do anything on Instagram, you have to use your phone so it FORCES you to use the mobile all
    • Instagram is currently choosing to funnel all activity through mobile. It’s suboptimal. IMAGINE if you could also use Intsagram mobile.
    • All the articles that talk about this are tying it back to monetization opportunities on mobile – users aren’t stupid. We realize you’re trying to wring the last dollar out of mobile.

Takeaways:

  1. Don’t limit the different ways people can access your content – different people want to use different channels at different times for different tasks.
  2. Don’t take quotes like this at face value. Context is everything – “Insta (and by extension) FB isn’t better than Twitter.” It sounds like a PR spin and is looking more and more like it’s part of a bigger story that has only just begun...

Maps on Apps on Apps

The Launch of iOS 6 comes with a Native Apple Maps App

http://reviews.cnet.com/8301-19512_7-57518238-233/local-search-field-test-apple-maps-vs-google-maps/

http://news.cnet.com/8301-13579_3-57521018-37/apple-on-maps-inaccuracies-this-is-no-ones-issue-but-ours/

http://abcnews.go.com/blogs/politics/2010/11/google-nearly-starts-a-war-seriously/

Show Notes:

  • iOS6 launched last week with a brand new Apple Maps app and a number of people have complained about the Apple Maps app:
    • Inaccuracies and Poor Directions
    • Level of Detail
    • Google Maps wins out in every category
    • Basically, not ready for prime time
    • Apple is getting a lot of heat about this, and issues a statement where they
      • Apologized for the rushed launch
      • Committed to making it better   
      • Encouraged folks to use other Apps, including Google maps, which...they tried replacing with their app.
      • They’re committing to making improvements to it, but will they be able to catch up?
      • Long story short: They really messed up.

Takeaways:

  1. Really important for Marketers – we have a tendency to think about our timeline and our campaigns and it’s really easy to get wrapped up in that...
  2. Just because you want to put something out there, doesn’t mean it’s ready for your audience OR that your audience is ready for it.
  3. Think more about your audience, less about your own needs and desires.

50% of Consumers Value a Brand’s FB Page MORE than It’s Website

http://mashable.com/2012/09/24/facebook-brand-page-value/

Show Notes:

  • 50% of Consumers Value a Brand’s Facebook page MORE than it’s website
    • 82% of the 1000 social media users polled said that Facebook is a good place to interact with Brands
    • Lots of reasons: Feel more connected, feel like Brands are listening to them, feel it’s more useful, have also saved money
    • 77% of those who “Like” a brand on Facebook have saved money as a result
    • It’s easy to see why folks prefer a brand’s FB page
      • Don’t have to navigate someone’s website/walking billboard/branded ‘experience’
      • Forces brands to behave in a certain way on their facebook pages if they want to play with the rest of the kids
      • Also forces those brands to act like a civil human being because they are sharing screen space with pictures of people’s grandchildren and adorable cat videos
      • “You come off sounding like a fart in a library if you act too salesy and don’t offer something of value.”

Takeaway:

  1. Tailor your message to your medium – Take a look at what your typical customer’s fb stream actually looks like and try to create something that works in that milieuuuuu

Marketing Tip of the Week

Whether you’re a massively successful company, like Apple, a recently acquired startup like Instagram, or just a regular old company trying to do business on the web, think more about what your customer needs and less about what you need.

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