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Stir the Pot, Don’t Be Afraid to Fail: Marketing Update 5/25/12

  
  
  

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Episode #202 - May 25, 2012

Stir the Pot, Don’t Be Afraid to Fail: Marketing Update May 25, 2012
  

Intro

  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • 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
 
Free pizza deal for orders in Spanish raises eyebrows 

  • http://usat.ly/KdmsO1 
  • Pizza Patron, a chain out of Dallas, is running a campaign on June 5: order a large pizza in Spanish and get it free
  • A large pizza is normally $4.99 - sampling is a great strategy because people may assume it's not so good based on price
  • Huge reaction - Latinos think it's discriminatory, English-only conservatives think it punishes people who don't speak Spanish
     
  • 4,500 people answered a USA today poll: Does this promotion offend you?
    • 31%:  Yes, English should be official public language
    • 5%:  Yes, I don't know Spanish so can't get free pizza
    • 13%:  No, it's a great way to build a loyal clientele
    • 35%:  No, every business can market however they like
    • 17%  It doesn't matter to me
  • They expect to give away 80,000 pizzas
  • Marketing Takeaway:  Don’t be afraid of a little controversy.  You can gain a lot of exposure and break through the clutter.  Oh yeah:  Tendré una pizza grande por favor  

Who needs TV when Nike’s got YouTube?

  • http://www.fastcocreate.com/1680827/behind-nikes-interactive-epic-my-time-is-now 
  • Nike launched their latest marketing campaign titled “The Time is Now”
  • 3 min video that has lots of interactive pieces and games within it
  • Debuted on Facebook, Twitter, YouTube, and Nikefootball.com and premiered on TV - by the first evening it had 7 million views on YouTube
  • Head of Interactive from the ad agency said: “Instead of making a big ad for TV then putting together a bolt-on interactive version, what we have done is make a interactive film and experience, then created an edit for TV. That’s a fundamental shift.”
  • Marketing Takeaway: It’s not just about adapting your marketing to new channels - it’s about completely rethinking it, sometimes flipping it upside down to take advantage of the shift in content consumption. 

Are penguins out to punish small businesses?

  • http://www.marketingpilgrim.com/2012/05/googles-penguin-update-continues-to-smack-small-business.html 
  • http://online.wsj.com/article/SB10001424052702303505504577406751747002494.html 
  • Google’s released a update to the algorithm called Penguin, designed to reduce web spam
  • The Wall Street Journal wrote that small businesses are suffering because Google dislikes "keyword stuffing," or overloading Web pages with keywords, and paying for inbound links as a way to artificially boost search rankings
  • Small businesses either did things they thought were correct or paid people to do it
  • Oh My Dog Supplies sales down from $68,000 in March (pre-Penguin) to $25,000 this month based on reduced search - he had done some bad link-building practices
  • Marketing Takeaway: The algorithm changes all the time.  Create remarkable content that people want to link to and you’ll build strong authority.  You won’t get hurt when Google makes a tweek.  In fact you’ll probably get rewarded with even better rankings

  Local + Social = Better Advertising 

  • http://www.emarketer.com/Article.aspx?R=1009061 
  • http://socialfresh.com/facebook-promoted-posts-go-live/ 
  • eMarketer study estimates that social network ad spending is up 43% this year, to reach $3.6 billion
  • Among that, local ads and nondisplay ads are a smaller portion of ad spend but are growing at a higher rate
  • As SMBs figure out social ads more and more, and more partners build services and tools around it, it’ll probably pick up even more
  • Also this week, Facebook launched new promoted posts, where you can take a page update and promote it to a targeted audience
  • Still gets organic visibility, and then additional analytics around how many people you reached and how much was organic or paid
  • Marketing Takeaway: The more segmented and targeted you get in your marketing efforts, the better results you get. Look out for tools that help you capitalize on new marketing techniques to start benefiting early. 

Is there a problem with Facebook advertising? 

  • http://www.emarketer.com/Article.aspx?R=1009065 
  • Poll by the Associated Press (AP) and CNBC found that 83% of Facebook users say they rarely or never click on Facebook ads or sponsored content
  • According to a March 2012 poll by Social Fresh, 61% of US Facebook advertisers used ads for awareness purposes, yet a hefty 44% expected them to generate conversions 
  • Facebook continues to receive a healthy amount of criticism for its platform’s failure to generate returns on paid advertisements
  • This raises the question: Are advertisers concentrating too hard on direct-response metrics like conversions instead of long-term awareness and engagement KPIs
  • Marketing Takeaway: No particular type of advertising is bad.  It’s whether or not that medium is right for you and you have the right expectations for that medium.  Make sure you know what you’re trying to achieve, measure and test and repeat. 

High Schooler uses social media to get elected 

  • http://mashable.com/2012/05/21/josh-lafazan-social-media/ 
  • Last week, NY high schooler Josh Lafazan broke all sorts of records and was elected to his school distict’s board
  • He won by more than 2,000 votes, giving him a whopping 82% of total votes at an election with higher than average turnout
  • He did it by leveraging the web and social media - he created a website (was the only candidate with a personal website), used his Facebook page, and a video platform called Spreecast
  • Hosted face-to-face townhalls using Spreecast and got 2,000 views of his first videocast - he would answer every question he got, which could take a couple of hours
  • Built up a large and active community on Facebook, and, a post thanking his supporters got 400 likes, quite impressive for a campaign with only a few thousand voters
  • Incident with his father being accused of stealing government documents - Josh turned to Facebook to tell the story of what really happened and that this was all a smear campaign - that post got 250 likes and 200 shares
  • Now elected, Josh plans to continue using Facebook to interact with his constituents - he’s asked people to contact him about any ideas to improve the district
  • Marketing Takeaway: Josh used social media to be his own media and connect with more people directly. Use new technologies like a videocast or a simple Facebook post to get your stories out there and let them take on a life of their own.

 
Marketing Tip of the Week 

Take a moment to rethink the way you’re doing marketing. If you’re doing things the way you’ve always done, you’re going to get the results you’ve always got. Think of ways you can stir the pot with your audience and don’t be afraid to push the status quo or fail.

Marketing Update: 3 Examples of Marketers Putting Social Media to Use

  
  
  

Episode #156 - July 8th, 2011

Intro

  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Mike Volpe (@mvolpe) and Karen Rubin (@KarenRubin)
  • 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!

Entenmann's Social Media Gaffe

  • http://techcrunch.com/2011/07/05/entenmanns-hashtag-surfing-fails-hard-with-notguilty-tweet/** Twitter is virtually erupting right now with 140 character bursts of anger against the perceived injustice of the Casey Anthony “Not Guilty” murder verdict.
    • Someone at baked goods manufacturer Entenmann’s made a grave trending topic related mistake and tweeted “Who’s #notguilty about eating all the tasty treats they want?!”
    • This of course backfired. After follower backlash, Entenmann’s deleted the tweet and apologized,”Sorry everyone, we weren’t trying to reference the trial in our tweet! We should have checked the trending hashtag first” and then following up with “Our #notguilty tweet was insensitive, albeit completely unintentional. We are sincerely sorry.”
  • http://www.likeable.com/2011/07/entenmann%E2%80%99s-social-agency-likeable-says-sorry/** The Entenmann’s brand relies on us for our expertise in social media and unfortunately we let them down. We apologized on behalf of the Entenmann’s brand right away , however, as the leader of Entenmann’s social media agency, I would like to personally say I’m sorry if the tweet offended anyone.
  • Marketing Takeaway: Be nimble, both in marketing and apologizing.

No Google+ For Businesses....Yet

Facebook & Skype

  • http://blog.hubspot.com/blog/tabid/6307/bid/19174/Facebook-Partners-With-Skype-to-Unveil-Awesome-New-Video-Calling-Feature.aspx
  • Facebook unveiled its new partnership with Skype to launch a new video calling feature within Facebook, which has already begun rolling out to users. In addition to video calling, the social network also revealed its new design for chat as well as a new group chat feature.
    • Group Chat: Now Facebook users can use chat to instantly message more than just one other Facebook friend at a time.
    • New Chat Design: The new chat design will take into account a user's browser size by adjusting to that size, and it will automatically show the sidebar if the display is large enough.
    • Video Calling: Already launched to millions of users, the most impressive of these three new features enables users to video call and chat with their friends directly within the Facebook website.
  • http://www.clickz.com/clickz/news/2086361/facebooks-tools-wont-help-marketers** Facebook's new video calling and group chat features won't open up new opportunities for brands to connect with "likes" or fans, the social site informed ClickZ News.
    • Marketers can't video call people who like their Pages and can't group chat with fans. Also…Facebook ads can't be targeted to private information such as chat and messages.
  • Marketing Takeaway: Wait and see if Facebook starts to allow companies to use video chat in the future.

@BarackObama Answers @DMScott's Question

  • http://www.webinknow.com/2011/07/my-question-to-president-obama-at-his-white-house-twitter-town-hall.html
  • Yesterday, President @BarackObama held the first ever White House Twitter Town Hall and TweetUp. Anyone could submit a question through Twitter using the #AskObama hashtag.
  • Leading up to and during the live event, the hashtag was extremely active, with nearly 200,000 tweets.
  • The question vetting worked like this: 1) Twitter Search algorithms identified the most engaged-with tweets 2) the Mass Relevance Platform aggregated and filtered questions onto an AskObama portal 3) a panel of eight seasoned Twitter users with experience discussing the economy chose the final 18 questions from some 60,000 submissions that were then
  • Marketing Takeaway:  Getting onboard early is important for marketing.

AP Warns Staff About Sharing Opinions on Social Media

  • http://www.poynter.org/latest-news/romenesko/138288/ap-warns-staff-about-expressing-opinions-on-social-networks/
  • Associated Press journalists have tweeted opinions about the Casey Anthony trial and the New York Senate vote on gay marriage, says Tom Kent, AP Deputy Managing Editor for Standards and Production. “These two posts undermine the credibility of our colleagues who have been working so hard to assure balanced and unbiased coverage of these issues,” he writes in a memo. “AP staffers should not make postings there that amount to personal opinions on contentious public issues.”
  • AP’s News Values and Principles state that anyone who works for AP must be mindful that opinions they express may damage the AP’s reputation as an unbiased source of news. This point is contained in our social network guidelines as well.
  • But social networks, however we may configure our accounts or select our friends, should be considered a public forum. AP staffers should not make postings there that amount to personal opinions on contentious public issues.
  • Marketing Takeaway:  Remember that there is a brand interaction between the people in your company and your company itself.

Marketing Takeaway

  • Make your company more personal by showcasing the people in your company using video and social media.
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