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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: 

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.

All About the Hashtags: #Pintermission & #FriskyFriday: Marketing Update 4/20/120

  
  
  

Click here for a FREE HubSpot All-In-One Marketing Software Demo! http://www.hubspot.com/mydemo

 

Episode #197 - April 20, 2012

Intro

  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Rachel Sprung (@RSprung) and Patrick Shea (@mpatrickshea)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday

Headlines

26 Miles in Tweets and Instagrams: John Hancock Maps the Boston Marathon With Social Media

http://bostinno.com/2012/04/13/26-miles-in-tweets-and-instagrams-john-hancock-maps-the-boston-marathon-with-social-media/

  • Created a social media visualization map of Instagram pictures when people tweeted with #BostonMarathon
  • Marketing Takeaway: Be the leader and take the steps to bring different social media together.
  • Marketing Takeaway: Acknowledge the fact that people spend different time on different platforms.

Email Marketing Campaigns of 2012 US Presidential Candidates

http://www.bombbomb.com/blog/email-marketing-campaigns-2012-us-presidential-candidates-update/

  • 44-day sample of emails from presidential candidates
  • Looked at: Total emails sent, Email sending frequency (days between sends), Number of different senders in the “From” lines, Average word count per email
  • Significant increases are seen in the Paul and Santorum efforts.  The former raised $4.5M in January, much of it online, and the latter started quietly then rocketed his campaign forward with the win in Iowa on January 3, 2012.  These facts, in part, likely explain the increases.
  • Marketing Takeaway: If you have a clear purpose for sending additional emails that are relevant to individuals, segments, or entire lists, it’s OK to send more often than usual.
  • As with the observations above, we see a sharp increase in frequency for Santorum and Paul, as well as steady frequency from Obama and Romney.  That the most frequent senders (every 1.3 days) are sending twice as frequently as the leading candidates (every 2.4-3 days) should be of concern.
  • Marketing Takeaway: Keep an eye on your open rates, link clicks, and video views over time.  If you see any or all of these falling off, especially open rates, consider the frequency of your sending and whether you might benefit from scaling it back a bit.
  • There were few changes in average word count from the 44 days we tracked Fall 2011 to the 44 days we tracked in Winter 2012.  For all but one candidate, word count is down slightly.  The huge spike for Gary Johnson is due to his including entire news articles inside the body of the email.
  • Marketing Takeaway: Imagine receiving an 1,100 word email on your mobile device!  We advocate for shorter, simpler messages complemented by links out to web stories and blog posts.

Ikea Squeezes 2,800 Products Inside Single Web Banner Ad

http://www.adweek.com/adfreak/ikea-squeezes-2800-products-inside-single-web-banner-ad-139664

  • Squeezed an entire store—some 2,800 products—inside a 300-by-250-pixel banner ad
  • As you move your mouse around the banner, the products get magnified. You can click on them, and it takes you to a page where you can order them.
  • Make the most of any space.
  • Ikea is a hit for apartment dwellers and people who have small living spaces
  • Marketing Takeaway: Think of different ways, visually or through messaging to convey your brand’s message/value.

Nike Is Killing Midnight Releases and Creating a New Twitter RSVP System to Sell Shoes

http://gizmodo.com/5903173/nike-is-killing-midnight-releases-and-creating-a-new-twitter-rsvp-system-to-sell-shoes

  • People still riot over shoe releases just like Apple.
  • On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
  • Once registration is open, you must Direct Message ("DM") the store within 60 minutes. The DM must include:
    • The product-specific #tag tweeted by the store
    • The last 4 digits of your State/Passport/Military/School ID number
    • Your shoe size (limit one).
  • Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a "first respond, first serve" basis.
  • Once confirmed (or more likely, if confirmed), you'll have to pick up the shoe from the Nike Store on launch day. If you don't, the unclaimed shoe will go back into the Twitter RSVP system.
  • Using social media to stop social misfits.
  • Marketing Takeaway: Engage with a community who is currently listening.

#FriskyFriday - Playboy

http://thenextweb.com/insider/2012/04/17/the-fascinating-story-behind-playboys-successful-friskyfriday-twitter-campaign/

  • Playboy asks ladies to share pictures of themselves using #FriskyFriday and then chooses a winner at the end of the day
  • Grew the Twitter account by 300% in 2011
  • Playboy’s daily followers triple every Friday compared to every other day in the week
  • 50,000 @ mentions on #FriskyFriday and 350,000 clicks on tweeted links
  • Marketing Takeaway: Find a routine that works, and you can constantly draw the same people in.

Honda Wants You to Stop Using That Damn Pinterest Already

http://www.adweek.com/adfreak/honda-wants-you-stop-using-damn-pinterest-already-139674

  • Pinterest portion, Honda agency RPA is offering $500 each to the most active pinners (as identified by Mashable) if they'll take a 24-hour break from Pinterest—aka a "Pintermission" and actually go out and do stuff they've been pinning about.
  • If they accept, the pinners get $500 immediately and must set up a personal #Pintermission board, on which they are to post photos of their 24-hour Pinterest break. Honda will then repine those photos on its own page.
  • Marketing Takeaway: Know how people use the platforms you're active in.  Pinterest is about intent. Honda's new campaign is about doing (what you intend to do).

Marketing Tip of the Week

  • When you start a campaign, think about how you can convey your brand into the message.

Tampons, Baseball, and Social Media: Marketing Update 4/6/12

  
  
  


 

Click here for a FREE HubSpot All-In-One Marketing Software Demo!  http://www.hubspot.com/mydemo

 

Episode #195 - April 6th, 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!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday

Headlines

Baseball Season Kicks Off Socially

  • http://www.rantsports.com/bringingheat/2012/04/06/mlb-makes-opening-day-2012-a-social-media-experience/
  • MLB sent out a variety of trivia questions on Twitter followed by the hashtag #MLB.TV. As followers tweeted the correct answers in response (thereby increasing MLB’s reach), they were given prizes, such as iPads and video game consoles. Over 57,000 responses, and MLB.TV trending for hours, both nationally and globally. The longer it remained a trending topic, the more prizes were given away, giving baseball fans more incentive to keep it going even longer.
  • Created Tumblr and Pinterest accounts for each team and for the league
  • How well did it really work?  #nfl (8k/day) vs #mlb (6k/day) in last 30 days
  • Marketing takeaway

Tampons on Pinterest

  • www.dmnews.com/kotexs-awesome-pinterest-campaign/article/234480/
  • Kotex did a clever campaign on Pinterest
  • Here's how it worked: The company targeted 50 influential women and analyzed them based on their Pinterest boards — shoes, bikes, photos, wedding dresses, crafts and all. Kotex made them a gift box based on their interests. To get the box, all the lucky ladies had to do was re-pin their gift. Kotex then mailed them the box, completing the buzz-worthy cycle.
  • Results: 2,284 interactions and 694,853 impressions
  • But Kotex board only has 44 pins?
  • Marketing takeaway: More Targeting can lead to more reach.

Social Media Outsourcing on the Rise

Pink Slime Branding Catastrophe

Mitt Romney Gets Funky (with Behavioral Targeting)

  • http://www.businessinsider.com/mitt-romney-is-going-to-show-you-his-campaign-ads-no-matter-how-hard-you-try-to-avoid-them-2012-4
  • Romney's advisors cite a survey that says 31 percent of likely voters had not watched broadcast television "live" during the previous week.  And when they did watch television they were skipping the ads.
  • Step 1 - Define the persona:  Surveyed thousands of online users about party affiliation, positions on key political issues and opinions about the president to find who was "potentially persuadeable" = 18 and older, Republican-leaning and strongly dissatisfied with the current administration
  • Step 2 - Find the persona: Using the Web histories of the people who fit that profile (an audience analytics company the campaign has hired, uses algorithms to find other computer users who might have similar political sentiments based on their browsing). Looking at what these people do online — what they read, where they leave comments and what content they share with friends — all helps refine the sample.
  • Step 3 - Use highly targeted ads: In the past campaign speeches often tried to include one line or two to satisfy each type of voter. But increasingly campaigns are figuring out exactly what people like you would need to hear to vote for them, and then giving exactly that message to people exactly like you. Another group of people will hear another message directed explicitly at their concerns. 
  • Marketing takeaway: We have the technology.  Do more targeting.

Super Bowl Marketing: Marketing Update 2/10/12

  
  
  

Episode #187 - February 10th, 2012

 

Intro

 
  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Amanda Iglesias and Michael Mintz
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
Headlines

The Superbowl
    • What can you learn from these superbowl ads, the Clint Eastwood “Chrysler Commercial”, GE Cancer Survivors, & The Dog Strikes Back (VW), voted as some of the best commercials
    • Why did you like them?
      • Michael
      • Amanda
    • Marketing Takeaways
      • Understood its audience - “traditional” “heritage” sport in America, Clint is speaking directly to that audience
      • Relevant - the commercial acknowledged tough financial times, placed it in context of America’s greater history
      • Tapped into Emotions - Slow paced, and resonated with its viewers, and tries to remind folks of their goals
      • Informative - showed how Detroit manufacturing is back
      • Anchored with a Call to Action - Support Detroit, Help America come back, Buy Chrysler
Pinterest: Rising Social Media Platforms
  • http://www.cnn.com/2012/02/06/tech/web/pinterest-website-cashmore/ 
  • http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/ 
  • Really interesting article from Pete Cashbore, the founder and CEO of Mashable on CNN.com and Another article from TechCruch documenting their rise, which will both be available in the show notes
  • Pinterest, a web-based pinboard, grew organically via its most enthusiastic users. Case in point: The platform has grown nearly 400% while continuing to be invite-only, made up mostly of 18-34 year old uppper income women in America’s heartland.
  • One of the fastest growing social media platforms, reaching 10M Unique visitors in 9 months, in fact, TechCrunch reported that they’re currently up to 11.7 unique monthly visitors
  • It’s a great source of Inbound Links: drives more visitors to 3rd party sites than Google+, LinkedIn, and YouTube combined
  • How have they been so successful?
    1. Sharing involves less effort over time
    2. It’s a social site that is extremely visual
    3. People-centric recommendations, segmented by topics of interest
    4. BONUS: Network effects: you join because your friends are already there!
  • What can we learn from Pinterest?
    1. Look for new ways to be creative with your marketing efforts. The HubSpot Marketing Blog’s recent “Ultimate Guide to Mastering Pinterest” shows you unique ways to engage with your users using this great, visual platform. Share infographics, inspiration, videos, pictures, etc!
    2. Make it easy for users to share your content. Much of Pinterest’s success is a result of how easy it is for users on the platform to re-share things that pique their interest with very little effort. Is your content that easy to share?
    3. Create gateways back to your website. New channels and platforms represent opportunities to reach a wider audience. Always include a link back to your site so that the interaction doesn’t end there!

PowerInbox

 Zynga makes a deal with Hasbro to make toys based on Zynga games.
  • http://mashable.com/2012/02/09/zynga-toys-hasbro/ 
  • http://techcrunch.com/2012/02/09/social-gaming-goes-offline-zynga-signs-deal-with-hasbro-for-real-world-toys-and-games/ 
  • The first products are expected to hit the market in Fall 2012.
  • It’s a big deal since Disney, for example, made 28.6 billion from toys, t-shirts and other products in 2010.
  • Parallels to Angry Birds toys.
  •  227 million users play Zynga games every month
  • http://businessmindhacks.com/post/this-short-quote-reveals-the-secret-to-zyngas-success-now-valued-at-10-billion 
  • Why Zynga is successful.
  •  - hired psychologists who tried to make their games addicting, and while we don’t necessarily condone that there’s something to be said for understanding your customers and prospects motivations, challenges, and goals.
  • 1) Addict people with SIMPLE, low learning-curve games, that 2) are social in the way you might have played certain board games in real life in the past, and that 3) have Irregular Reward Schedules (these are the most addicting forms of behavioral reinforcers, read up on your Behaviorism 101…).
  • THEN, 4) offer them little ways to essentially cheat in the games (making things go more smoothly for you), that 5) can be purchased for amounts that fall within the Impulse Purchase threshold, i.e. below the price level where your conscious mind kicks in fully and begins to wonder whether this is really a good idea, asf.
 “Eat-a-lot-of-Chocolate Day” (Also known as Valentines Day)
  •  Whether you are in a relationship or not, there’s still lots of chocolate involved.
  •  Naming makes a difference. (Catchy names last longer in the mind)
  •  Technology Partner sounds better than Value-Added Reseller
  •  A Content Optimization System sounds better than a Content Management System
  •  Latest trends on cards: Musical
  • - Thanking your team publicly - Showing appreciation for the work they do
  • - Show appreciation to your Customers, to your team members, to your service partners
  • Do you want others to feel better about their great work and to motivate them into doing more great work? Then let it be known! Rypple It! Rypple lets you thank others for their awesome work.
  • Marketing Takeaway - Use Valentines Day to show appreciation for your customers so that you can continue to have great business with them.
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