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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? 

Less Marketing Douchebaggery, More Tanks: Marketing Update 4/13/12

  
  
  

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

Episode #196 - April 13th, 2012

Intro

  • Welcome to a very special episode with Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • How to interact on Twitter: include #MktgUp in your tweet
  • 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

Facebook Acquires Instagram for $1 billion

  • http://www.mpdailyfix.com/facebook-acquires-instagram-is-your-best-friend-marrying-that-guy/
  • Instagram, the mobile photo sharing app was acquired by Facebook this week for $1 billion
  • It was one of the few competitors to Facebook's photo sharing
  • It was a tiny company (13 employees at time of acquisition) with a super simple product
  • Marketing Takeaway #1: Solve for the user, not the competition.
  • Marketing Takeaway #2: Visual content does well on Facebook - think about how to tailor your content to your audience and the channel for best results.

Chicago Police Use Social Media to Fine Scofflaw Food Trucks

  • http://www.huffingtonpost.com/2012/04/10/chicago-food-trucks-ticke_n_1415001.html?ref=chicago
  • Around the nation, food trucks have become extremely popular, and social media is one of their tools for growth
  • But in Chicago, police are using their social media updates to track where food trucks will be, because they violate Chicago laws of preparing food on board and parking near restaurants
  • Police are intercepting trucks and handing out tickets based on online destination announcements
  • Marketing Takeaway: For better or worse, social media is getting adopted by larger audiences, including the police. Think about what that means for your business and what audiences (competitors, customers, prospects) may be listening in.

LinkedIn Launches Robust Targeting and Reporting

  • http://blog.hubspot.com/blog/tabid/6307/bid/32323/linkedin-launches-more-robust-content-targeting-reporting-options
  • LinkedIn started rolling out new features to company pages: targeted status updates and follower statistics
  • Targeted updates allow company page admins to target content to the most relevant audiences based on criteria like industry, job function, and geography
  • Admins also get statistics on updates, including number of followers targeted, impressions, clicks, shares, and engagement
  • According to a LinkedIn study, examples have shown a 66%+ increase in audience engagement as a result of targeted updates
  • Follower statistics give admins new metrics regarding demographics, impressions, clicks, shares, and engagement
  • Marketing Takeaway: Use tools like LinkedIn's new company page features to learn more about your audience and target your content to better engage them.

AT&T Sells Off the AT&T Yellow Pages

  • http://www.usatoday.com/money/industries/telecom/story/2012-04-09/atampt-yellow-pages-sale-cerberus/54132038/1
  • On Monday, AT&T announced it is selling off the Yellow Pages unit, which has shrunk 30% in two years
  • Verizon spun off its Yellow Pages unit in 2006 and it filed for bankruptcy 3 years later
  • The Yellow Pages has a surprisingly similar dynamic to inbound marketing - people only opened the book when they needed something
  • What's changed is the way the buyer finds the information they need to make a purchase decision
  • Marketing Takeaway: No need to lament the fact that you can no longer just put ads in the book and wait for the phone to ring. Instead start a blog, create content that answers your buyers' questions and start conversations with your customers.

Pay Per View on YouTube... WTF?

  • http://mashable.com/2012/04/10/youtube-live-streaming-for-brands/
  • YouTube announces that it's going to allow partners to monetize its livestreaming service
  • Partners will be able to stream live events and then run ads or even charge to watch, like pay per view
  • On the one hand, YouTube is providing another great way to share remarkable content
  • On the other, they're overlaying content with interruption-based advertising
  • Marketing Takeaway: Be the content, not the advertising - publish content that engages your audience.

#MarketingFail of the Week

Starbucks Calls You Names and You Better Like It

  • http://blogs.forrester.com/darika_ahrens/12-04-10-starbucks_makes_it_personal?cm_mmc=RSS-_-MS-_-76-_-blog_2793
  • Starbucks rolled out an initiative to personalize their company and relationships with customers
  • They would give away free cups of coffee if you told the barista your name
  • But when it came to executing the campaign, things got funky - baristas did a horrible job spelling peoples names on their cups (Grin for Corrine, Seth for Steph, and one customer even got Big Dick written on his cup)
  • Customers of course took photos and this campaign blew up - photos everywhere, tumblrs and even a "Starbucks name generator" created
  • Marketing Takeaway: If you're going to attempt to personalize your brand, make sure you can pull it off. Have you ever gotten an email that said "Hi First Name" or "Hi Daphne" when your name is Fred? People hate it when you get their name wrong and you look worse for it.

Marketing Tip of the Week

Learn more about your audience and create content that engages them. As The Oatmeal says, "Less marketing douchebaggery, more tanks."

  • http://theoatmeal.com/comics/facebook_likes
  • Great post on The Oatmeal on how to get Facebook likes
  • When you go in with a "social media strategy" it often sounds like begging for likes
  • Focus more on being likeable
  • This post in itself was great content that did incredibly well on Facebook and Twitter
  • Marketing Tip of the Week: Less marketing douchebaggery, more tanks.

Closing

#National Cleavage Day: Marketing Update 3/30/12

  
  
  

Episode #194 - March 30th, 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

Starbucks Bashed For Bashing Beetles

  • http://www.usatoday.com/money/industries/food/story/2012-03-28/starbucks-strawberry-frappuccino-beetle-juice/53839006/1
  • Starbucks has the vegan community seeing red over what it recently began using to color its Strawberry Frappuccinos: beetles.
  • That's beetles as in ground up cochineal beetles — mostly found in Mexico and South America. Gross as that may sound, it's a common, government-approved food coloring used widely throughout the food industry.
  • For Starbucks, which is eager to get artificial ingredients out of its food and drinks, it's an unexpected PR problem. 
  • Never mind that Frappuccinos, in total, represent a $2 billion global business for Starbucks. "This is the quintessential modern day PR crisis," says PR expert Katie Delahaye Paine. "You try to be good and green, and someone is going to get you for it."
  • Marketing Takeaway: You might get flamed for trying to do the right thing.  Just be as transparent as you can.

Is Facebook Building A Search Engine? 

  • http://www.marketingpilgrim.com/2012/03/is-facebook-getting-serious-about-search.html
  • http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search
  • About two dozen Facebook engineers, led by a former Google engineer named Lars Rasmussen, are working on an improved search engine
  • The goal, they say, is to help users better sift through the volume of content that members create on the site, such as status updates, and the articles, videos, and other information across the Web that people “like” using Facebook’s omnipresent thumbs-up button.
  • In February, Facebook fielded 336 million search queries, according to ComScore—magnitudes fewer than Google (GOOG) and its closest competitors.
  • While Google controls 67 percent of the search market in the U.S. and has sophisticated technology to track a trillion Web pages, Facebook employs few, if any, traditional search engineers, who typically have deep expertise in fields such as information retrieval and natural language processing. But the company has a lot of social data it can apply to the problem of organizing information.
  • Marketing Takeaway: Build up your Facebook presence NOW so you are prepared for the day they kill Google.     (sort of like Doomsday preppers)

Couple Flees Home After Twitter Mistake

  • http://content.usatoday.com/communities/ondeadline/post/2012/03/tweet-ids-wrong-address-for-trayvons-shooter-/1#.T3XH2b9WqgQ
    • An elderly couple in Sanford, Fla., have temporarily fled their home after the address was erroneously tweeted as belonging to George Zimmerman, the man who shot and killed Trayvon Martin.
    • The Smoking Gun reports that the address was retweeted by director Spike Lee to his 240,000 followers. CNN reports that Lee has since taken it down from his Twitter site.
    • The 70-year-old woman, a school cafeteria worker, and her 72-year-old husband have moved into a hotel after getting hate mail and unwanted visitors, their son, Chip Humble, tells the newspaper.
  • http://www.usatoday.com/news/nation/story/2012-03-29/spike-lee-trayvon-martin/53873206/1
    • An elderly couple has reached a settlement with Spike Lee after the pair said they had to leave their Florida home after the director help spread a Twitter posting listing their address as that of the man who shot an unarmed teen.
    • Elaine and David McClain are in their 70s and say they have a son named William George Zimmerman, who lived in their Sanford area home in the mid-1990s. They say he is no relation to 28-year-old George Zimmerman, who killed 17-year-old Trayvon Martin on Feb. 26.
    • Lee tweeted late Wednesday: "I Deeply Apologize To The McClain Family For Retweeting Their Address. It Was A Mistake. Please Leave The McClain's In Peace."
  • Marketing Takeaway: If you want to be as trusted as a journalist. you need to do fact checking like a journalist.

Tweeting CEOs

  • http://www.marketingpilgrim.com/2012/03/social-media-trust-ceo.html
    • 77% of Consumers & 82% of Employees Trust a Tweeting CEO

  • http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf
    • 81% of respondents believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world.

    • When asked what benefits C-Suite engagement in social media can lead to, 78% cited Better Communication and 71% stated Improved Brand Image as the biggest positive benefits.

    • 50% of survey respondents stated that their CEO was engaged on Twitter, 47% listed LinkedIn, 45% listed Facebook, and 38% listed a corporate blog.

  • Marketing Takeaway:  Inbound marketing is a strategy that cuts across your whole company.

National Cleavage Day

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