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Is a Kiss Still Just a Kiss? Keep it Simple, Stupid: Marketing Update 7/6/12


Episode #208 - July 6, 2012

Is a Kiss Still Just a Kiss? Keep It Simple, Stupid.


  • 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


Simplicity Trumps Engagement in Influencing Sales 

  • The IBM Institute for Business Value found that 60-65% of business leaders who believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts – not exactly ideal for a company’s bottom line.
  • On top of that, marketers are pushing out too much on social media, distracting consumers and causing people to overthink decisions.
  • Corporate Executive Board (CEB) found that a 20% increase in Decision Simplicity results in a 96% increase in customer loyalty. It also results in brands being 86% more likely to be purchased and 115% more likely to be recommended to others.
  • Decision Simplicity the #1 driver of likelihood to buy, but the impact of simplifying purchase decisions for consumers is 4x stronger than the strategy of engagement.
  • Marketing Takeaway: Simplifying your marketing can have a great impact - increasing purchase rates and customer loyalty. Get back to basics and make it clear how and why consumers can buy your product. 

LinkedIn and Twitter Break Up

  • Earlier this week LinkedIn and Twitter ended their partnership that allowed users to sync updates from the two sites.
  • You can no longer connect your accounts such that tweeting with #in or #li also posts your tweet to LinkedIn (but you can still post to both sites via LinkedIn).
  • Hashtag #in has been tweeted 1,746,618 times while hashtag #li has been tweeted 192,873 times - #in on average is tweeted 9,650 times a day, while hashtag #li on average is tweeted 1,065 times a day.
  • 23 comments to our blog post all positive - this reduces clutter in your LinkedIn news feed so the quality of the feed should get better
  • Marketing Takeaway:  The content should match the medium. LinkedIn is not Twitter. Posting the same content in both places might seem simple, but it actually makes it harder for folks reading the feed. Tailor your updates for your audience .

YouTube Launches Video Creation Marketplace

  • YouTube announced they’re launching a Video Creation Marketplace - a place to connect video creators/stars with marketers/agencies
  • Partners (content creators) can create profiles about what they do, past successes, demographics/types of brands they work with
  • Advertisers/agencies will be able to search by parameters such as content type, target demographic, other keywords
  • Particularly targeted to small businesses - because this has already been happening ad hoc among big brands
  • Marketing Takeaway: The modern day celebrities are YouTube stars - and they might be more accessible than the big names you’re used to seeing in ads. Think about the different resources available to you and use them! 

Facebook Make Things Easier...Sort Of

  • Facebook repackaged a feature called 'Voice' that allows page administrators to easily engage on their page as themselves.
  • The 'Voice' feature allows admins to easily toggle between using their brand page as their brand page, or as their personal Facebook profile.
  • This isn't really new, but Facebook just made it much simpler for Marketers to control the “voice” of their business pages.
  • Marketing Takeaway: As the world gets more and more complicated what are you doing to make things a little easier for your customers, your users, you members. Review how your customers, users and members use your product or service and look for ways to make their lives easier. 

TechCrunch Doesn’t Know How to Fax; HelloFax Responds

  • TechCrunch blogger got an offer from Vanity Fair to get a preview of a new story - she jumped on it and asked to receive it and Vanity Fair asked for her fax number?
  • Aside from never using a fax machine, the blogger wasn’t in the office and couldn’t get anyone in the office to get the fax machine going and scan the article to forward to her remotely... everyone was amazed at the prospect of using the fax machine
  • She wrote an article all about this crazy experience - despite really wanting the content, Vanity Fair was just not making it easy
  • Great story-within-the-story: HelloFax, a company that allows you to send faxes over the internet, commented on the article and responded to comments as well, helping people figure out how to send faxes with their service
  • Marketing Takeaway: Look for cases of your customers struggling with your product or your competitors’ - these are great opportunities to delight your customers or gain new ones.

Marketing Tip of the Week

A kiss is still a kiss when you are working to keep it simple, stupid. Buyers want things to go smoothly and simply. What steps have you taken recently to bring more simplicity into how your potential customers interact with your brand and decide to become customers? Ask yourself the tough question and make things simpler for the people who want to give you $$$.






Beiber Fever and Tongue Twisting Tales of Marketing Prowess: Marketing Update 6/15/12


Episode #205 - June 15, 2012

Beiber Fever and Tongue Twisting Tales of Marketing Prowess


  • 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 


Beiber fever leads to twitter Tourettes

  • Sweden has a national twitter account @Sweden and a different Swedish citizen gets control of the account every week
  • This week's curator is a foul-mouthed, single mother of two from Latikberg - Sonjah Abrahamsson
  • She describes her town as "all relatives and they all own tractors"
  • She's said a lot of shocking - and offensive - things including laying into Justin Beiber
  • Sweden's tourist board has not censored her - "We haven't called her or told her to stop or back down. We want her to continue being herself," she said. "It's our choice not to censor anyone because we want to keep it real."
  • The account had about 44,000 followers as of Wednesday afternoon and was adding about 1,000 new followers an hour.
  • Marketing Takeaway: We’ve said it before, we’ll say it again. Stirring up a little controversy can really get you noticed. While you might not want to hire a profane single mom to tweet for you, don’t be afraid to bring a little controversy into your marketing mix .

Don’t believe everything you read on the Internet

An advertising company goes inbound

  • Some scary stats:
    • 19% of kids aged two-to-five know how to play with a smartphone application, but only 9% can tie their shoes.
    • In India, more people have cell phones than toilets.
  • Interactive Advertising Bureau (IAB) has a new project called “Tap Into Mobile” that lets you type in a URL, answer some questions about your site, and see how your website looks and behaves on mobile devices.
  • It looks at things like load time, navigation, and how graphics display. You answer questions like the goal of your site and you get customized tips on how to improve your site.
  • This is a diagnostic tool and IAB then has designers you can hire if your site needs improvements.
  • Marketing Takeaway: Not only is this a great tool to check out your site’s mobile performance, it’s also a great marketing campaign. It attracts qualified prospects, helps them identify a pain, and positions their service at the right time. 

Guess what, people really DO like shopping online

  • Nielsen put out a chart that compares shopping in stores, online with PCs, and on mobile phones
  • Five areas they measured:
    • Most Reliable
    • Overall Favorite Way to Shop
    • Easiest
    • Most Convenient
    • Safest
  • Mobile beat instore for both Easiest and Most Convenient, but PC won for both of those plus Overall Favorite
  • Safest and Most Reliable went to stores - people are still afraid to key in their CC but they will willingly hand it over in a store where someone can easily swipe their number
  • Marketing Takeaway: There isn’t one. This is our show!

Twitter Tailored Trends and More Terrific Tongue Twisting Updates

  • Tailored Trends - trending phrases customized for you, based on what twitter knows about your interests, followers, and location
  • Hashtag Pages - new pages dedicated to a hashtag, featuring the top people and content around that hashtag
  • Expanded Tweets - tweets containing content from some (partner) sites, will be expandable to get content previews, view images, watch videos
  • Facebook ads based on browsing history - real-time bidding that lets advertisers target Facebook ads based on a user’s browsing history
  • Marketing Takeaway: Social media is constantly changing, all in an effort to better engage users. As your prospects start spending more time on social media sites, think about how you can interact with them for longer periods of time outside of your website. 

Foursquare: Let’s check in shall we

  • Just like a tarnished celebrity, foursquare is reinventing itself
  • The emphasis is no longer a social game focused on checking in a achieving badges and mayorships - it's now focused on being a discovery engine
  • Redesigned interface and new functionality called explore
  • Check in’s are still there; emphasis is on discovering new places to visit relative to where you are right now
  • What’s cool here is that Foursquare focused on following their users and not forcing their users to follow them
  • Marketing Takeaway: Are you paying close attention to how your customers react to your offerings? If they aren’t lining up for your products or services the way you expect are you willing to make a complete overhaul to give them what they want?

Marketing Tip of the Week

Don't be afraid of change - learn what your users want and think about how you need to adapt to their needs.

Social, Mobile, and Email: Marketing Triple Threat: Marketing Update 5/18/12


Click here for a FREE HubSpot All-In-One Marketing Software Demo! 


Episode #201 - May 18, 2012

Social, Mobile, and Email: Marketing Triple Threat


  • 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


Americans spend more time on Facebook mobile

  • According to a comScore study, Americans spend more time on Facebook via mobile phones than its website.
  • 78 million Americans (18+) use Facebook mobile and spend 7.3 hrs per month there on average, vs. total 160 million Americans who use Facebook and spend 6.5 hrs per month there on average..
  • Facebook has the most unique visitors, overall reach, and average time spent on the site compared to Twitter and LinkedIn.
  • Facebook’s struggling with how to deal with monetizing this usage, because they make all their money from ads on the website. But mobile’s tougher - there’s an even stronger rejection of display advertising on small mobile screens. Facebook is experimenting with Sponsored Stories.
  • Why was this such a surprise to Facebook?
  • Marketing Takeaway: Mobile is no longer secondary to web browsing. As mobile phones get even better, more and more internet users are shifting to using mobile for more of their research and activity online. Think about your customers’ experience with you on mobile and what the implications are for your business. 

General Motors says Facebook ads don’t pay off

Twitter launches weekly email digest

  • Twitter announced it will launch a weekly email digest of relevant tweets and stories shared by your network.
  • This comes after two recent acquisitions - Summify, a social news digest that looks at top stories shared in your network, and RestEngine, a personalized email marketing tool.
  • An effort to keep Twitter users engaged and discover more content.
  • Battles the 3 hour half-life of tweeted content, surfacing good content to more users.
  • Marketing Takeaway: Share your quality content on twitter and make it easy for others to share your content as well - it will make your twitter activity pay off even more. 

Using social media to promote milk of all things

  • People always say “I don’t care what you had to eat” - but milk producers do.
  • Launching a Social Media “Listening and Engagement Center” to use social media to track breakfast conversations.
  • Tracking sentiment, engaging milk drinkers, and promoting the whole “Got Milk” thing.
  • Millions of conversations around breakfast - tweets mentioning milk once every 5 seconds during peak breakfast hours.
  • Set up to respond.
  • Marketing Takeaway: Regardless of the industry or market you’re in, it’s important to know how the conversation is unfolding.  Are people talking about your industry or your products?  You just might be surprised what people are talking about and the insights it can give you to inform your marketing. 

Google gets more lifelike

  • Google getting one step closer to getting the search engine to think like a human: Google Knowledge Graph
  • Understands real-world entities and their relationship to one another: things, not strings
  • Big change to how results are delivered in the SERPs
  • 3 reasons it’s cool from Corey Eridon
    • Searchers more likely to find the right thing
    • Searchers get an accurate summary of facts
    • Searchers discover new information they wouldn’t otherwise find
  • The question is what impact will it have on SEO for marketers - The answer:  no one really knows yet.
  • Marketing Takeaway:  Write for humans not search engines.  So if you're a good content creator and legitimate search engine optimizer, the Knowledge Graph should be in your favor. 

Email is not dead

  • This week, HubSpot launched new middle of the funnel tools, including a robust contact database and email marketing capabilities.
  • HubSpot customers have been using our software to get found by potential customers and generate leads for their sales teams. And they did a pretty damn good job of it, generating over 34,000 leads per day in 2011.
  • Over time, though, they wanted to do more nurturing of those leads, and so this week we launched our new tools to help customers do just that.
  • Centralized marketing database with segmentation and targeting, integration with existing databases, email marketing with personalization and analytics, and best practices built in.
  • You might think, 'Why would a company that has such awesome blogging, social media and seo add email?' Well, the answer's simple: Because integrated is POWERFUL. When email is on its own most people just buy lists and blast people. When it's part of an integrated end-to-end solution you can send super-targeted, relevant email that people actually look forward to getting. That's not spammy outbound email -- that's inbound email!
  • Marketing Takeaway: Email marketing is not dead, you just need to use it in conjunction with your other marketing strategies to pull people in using a technology they’re still using. 

#MarketingFail of the Week

ExactTarget wants you to know - not buy - their email software

  • Fail posted by a potential customer of theirs, trying to find pricing information and not being able to!
  • This became a blocker for the customer to move to the next step in the sales process - they weren’t ready for a phone call but the website and live chat wasn’t answering his question.
  • Marketing Takeaway: Provide the content to your potential customers to move through the middle stages of your funnel, make the path easy to become a customer. 

Marketing Tip of the Week
Don’t think about marketing tactics in a vacuum - think about how you can use an integrated approach using email and social media and mobile to get the best results, and use analytics to set your goals and track if you’re reaching them.

The 200th Anniversary Episode: Marketing Update 5/11/12


Click here for a FREE HubSpot All-In-One Marketing Software Demo!

Episode #200 - May 11, 2012

  • 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

Acura's Inaccurate Twitter Campaign

  • David was tweeting with someone about how he WASN'T at Jazzfest, but used the #jazzfest2012 hashtag
  • He got a tweet from @Acura_Insider inviting him to visit the Acura tent for a chance to get into the Acura VIP Jazz Fest
  • Actually, this could have been an interesting use of Twitter had a human been involved. I go to music festivals and it can get hot and I can get tired. If I tweeted that I was tired at #JazzFest2012 and then I got a tweet back inviting me to the VIP area, I would be kinda psyched. I might have taken them up on the offer. Then if I enjoyed it I would have talked it up. That would have worked.  

  • But this machine-generated stuff is not a good way for Acura to generate attention. The negative feelings of those who are spammed far outweigh the good vibes of Acura being onsite.
  • From @Acura_Insider "As I have communicated to David, we are also disappointed about the tweets that were sent out under the @Acura_Insider handle, offering VIP access to people who were not attending Jazz Fest. The intention of this program was to provide an exclusive VIP experience during the festival to those checking in and tweeting from Jazz Fest. The program worked well during the first weekend of the festival, but it appears that the company we were working with changed something for the second weekend and messaged people that they were not supposed to; essentially anyone using the hashtag regardless of whether or not they were there."
  • Marketing Takeaway:  Keep in mind that marketing automation and social media might be like oil and water. 
Marketing Fun With Breastfeeding
  • Time magazine cover story that shows a mother breast-feeding her 3-year-old son is drawing criticism for breaking social taboos.
  • Jamie Lynne Grumet, the 26-year-old Los Angeles mother pictured breast-feeding on the cover ofTime magazine, said "We knew exactly what we were going to get into," Grumet says. "I do understand why Time chose this picture because … it did create such a media craze to get the dialogue talking."
  • "To me, the whole point of a magazine cover is to get your attention," Time's managing editor, Rick Stengel, said in an interview with Forbes. "From the moment that we started talking about this story as a cover possibility, it was like I couldn't get out of the meetings. There was so much opinion and passion about it and discussion. What that told me is, boy, this is a story that people care a lot about."
  • Marketing Takeaway: A little (or a lot) of controversy can go a long way. 
Bing Promotes Human Interaction
  • Bing is introducing a revamp today that Microsoft executives are calling "the most significant update" to the search engine since it launched three years ago.
  • Instead of sprinkling (social results) throughout the main set of "blue links" (as they have since Bing began adding them two years ago), the search engine is creating a whole new widget, over on the side, that doesn’t treat social as a "result" to be reviewed but as a starting point for a conversation
  • The core idea underlying Bing’s revamp is that "people are as important as pages," Bing Director Stefan Weitz tells Fast Company. "People tell us they trust their friends above all other forms of recommendations," he explains. The revamp then, is an attempt to "mimic that natural human tendency to ask questions and have people answer them."
  • But on the right side of the page, Bing now includes an app that tells you who among your friends in Facebook might have expertise in the topic you’re asking about (provided you’ve given Bing permission to access Facebook). You can then enter a question for that person and post it directly to their Wall.
  • Also in the "Friends Bar," Bing lists people you don’t necessarily know, but who its algorithms have determined are potentially knowledgeable about the subject at hand (or, in Bing nomenclature, "are influential about" it), so that you can similarly reach out to them for help.
  • Marketing Takeaway: Build your social media presence NOW while this is all being figured out.
Would you pay for your friends attention? 
  • Facebook is testing a product that will allow users to pay to make sure their friends see particular posts to the site. A Facebook press rep told that company isn't sure what the price for this privilege will be yet. It might $2. It might be more or less. It might end up free.

  • Facebook needs to keep experimenting with new ways to make money off having 900 million users. It's ad business is decelerating and the amount of money it made off games like FarmVille is not increasing anymore.
  • Marketing Takeaway: Inbound tactics (like creating good content) probably work in your personal life as well as your professional life. 
The Hubbub on Zuckerbergs Hoodie
    • Over the last two days, there has been a great deal of mudslinging and hand-wringing about the significance of what Mark Zuckerberg, 27, the chief of executive of Facebook, wore when he went courting would-be investors in New York.
    • His critics saw it as a sign of immaturity and disrespect for those whom he expected to finance his company.
    • “Mark Zuckerberg really doesn’t give a damn about you,” Henry Blodgett wrote in Business Insider. Mr. Blodgett continued, in case New York wanted to listen: “(And I don’t mean to be rude, Wall Street, but Mark Zuckerberg is actually wise not to care much about you. First, as discussed, he controls the company. But second, most of you don’t do much to deserve much attention from CEOs.)”
    • But maybe he would have been taken more seriously if he had been sporting Betabrand's new Executive Pinstripe Hoodie, which the San Francisco-based online clothing company calls "a revolutionary business-casual — or casual-business, if you prefer — breakthrough."
    • Lindland told HuffPost that "the response to this hoodie was huge. So we put 'em into production and we're starting to ship 'em next week. We realized it nicely synched up with Facebook's IPO," he added

  • Marketing Takeaway: Jump on to BIG stories and get and extra marketing boost. 
Are you measuring your Marketing wrong? 

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


Click here for a FREE HubSpot All-In-One Marketing Software Demo!


Episode #197 - April 20, 2012


  • 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


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

  • 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

  • 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

  • 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

  • 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

  • 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.

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


Episode #194 - March 30th, 2012


  • 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

  • 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? 

  • 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

    • 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.
    • 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

    • 77% of Consumers & 82% of Employees Trust a Tweeting CEO

    • 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

Marketing Analytics in Action: Marketing Update 3/9/12


Episode #191 - March 9th, 2012


  • 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


AT&T's Twitter Spam Snafu

  • AT&T's account was filled with tweets all sent within minutes saying basically the same thing to hundreds (if not thousands) of people
  • They were about how to win free NCAA tickets in its Ticket Chasers contest.
  • Targeting a wide variety of people, such as our own @brianwhalley who is not an ATT customer, doe not follow ATT, does not tweet about basketball or indicate in his profile that he likes sports
  •  The next day, all the tweets were deleted
  • Chris Baccus, the head of social media at AT&T, to get his side of the story. Turns out, he's the one who deleted all of those tweets you see above, which is why, if you visit the account now, you won't see any trace of this Twitter spamming.
  • Baccus had hired a new social media agency with whom he'd never worked in the past to manage AT&T's Ticket Chasers campaign. The intent of the campaign was to target people who would be interested in the content of the program with personalized tweets:
    • bloggers (who would get the word out about Ticket Chasers)
    • people who live in the cities in which the Ticket Chasers promotion is occurring
    • and people who mention basketball or March Madness.
  • The agency targeted people that fit this criteria even if they weren't followers of AT&T. They did not need to meet all three of the criteria to be targeted, as evidenced by the tweet Brian Whalley received (he lives in the Boston area).
  • "They used the account in a way that had not been discussed," AT&T's Baccus said. "So I was aware of it when I checked the account in the morning, saw what was out there, and that is not the way we run our account."
  • Marketing Takeaway: Watch new marketing activities closely.
Niagara Ok's Tightrope Walking
Thanking People for their +1's
  • Yes, a new Google+ feature has been spotted in the wild that further blends organic results with social  information.  Early today State of Search and charliesaidthat noticed a thank you link on an organic listing next to the Google+ users who +1′d a result.
  • Just like you would thank a friend in person for giving you a helpful recommendation, now if a friend’s +1 helped you find what you were looking for while searching on Google, you can immediately thank him or her by clicking the “Thanks” link right in your search results and writing a quick message. When your friend signs in to Google+, your thanks will appear in his or her stream. We’re continuing to try out new ways you can interact with the people you care about right on the results page.
  • Marketing Takeaway: Do you thank your community who shares your content?
Marketing Analytics vs. Web Analytics
  • According to Unica's State of Marketing in 2011 report, 57% of marketers cited "measurement, analysis, and learning" as the biggest bottleneck they face within their organizations.
  • The trouble is, when most marketers hear the word 'analytics,' they tend to think of the metrics you'd typically associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique visitors, etc.
  • Web analytics measure things a webmaster cares about, like page load times, page views per visit, and time on site. Marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which events (both on and off your website) influence whether leads become customers.
  • With marketing analytics, marketers can understand the effectiveness of their marketing, not just the effectiveness of their website. 
  • Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g. social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they're achieving their business goals.
  • 82% of marketers say their executive management expects every campaign to be measured, less than a third can effectively evaluate the ROI of each channel.
  • Marketing Analytics can
    • Integrate Across Different Marketing Channels

    • Human Centric data on the customer lifecycle
    • Closed Loop Reporting
  • Marketing Takeaway: Measure what is important for your business - the business metrics.
Real World B2B Marketing
  • E-mail interview with Heather Smith of arcplan, a business intelligence software provider. Heather is the director of marketing at arcplan which is a growing business but can be seen as small in the B2B space despite the reach of the company’s offerings.
  • arcplan is an international business intelligence (BI) software provider that’s been in business since 1993. Our solutions consist of dashboards and reporting environments, as well as corporate performance and planning software, but also mobile BI and collaborative BI solutions
  • As the Director of Marketing, I handle all marketing for North America – lead generation, content creation, social media, campaigns, email marketing, shows, etc., and I even manage our inside sales team.
    • I’m a jack-of-all-trades here, as I have been since I started my career. I think many SMB B2B marketers can relate – we’re all being asked to do more with less, whether that means smaller budgets or fewer staff. A lot of us end up falling into this role of “do everything / be everything” marketers.
  • In terms of lead generation, we get the most impact from shows and webinars, but in terms of opportunity development, the impact comes from lead nurturing.
  • We put on webinars about every 6 weeks with BI solutions experts as presenters, and we’ve gotten terrific response from those. We try to be really practical and thought-provoking with the material. I’ve seen a lot of companies regurgitate product demos and call them webinars, or present purely educational material with no sales pitch at all, and I haven’t seen either of those strategies work.
  • Lead nurturing has had a great impact for us in terms of opportunity generation. I’ve found that targeted e-mails followed by calls from our inside sales team is a winning combination.
  • Unfortunately, we have not put enough emphasis on SEO to date, despite the fact that inbound leads are some of our most significant in terms of opportunity generation.
  • The KPI I’m most concerned with every quarter is marketing’s contribution to revenue, specifically the % of revenue influenced by marketing. Gone are the days when marketing could vaguely influence sales – now we have to have direct, measurable impact.
  • Other important KPIs include the number of leads marketing brings into the top of the funnel (quarterly) and what lead sources generate the most opportunities and subsequently, revenue.
  • In my dreams, I’d love “marketing middleware” – an application that serves as the glue between all the other applications I use.
  •  I believe the web is constantly maturing as a marketing tool. Marketing is riding the wave of internet technology and is subject to the constant ebb and flow of technology changes.
  • Marketing Takeaway: Make sure you are having a "direct, measurable impact". 

Marketing Update: Managing Your Online Community


Episode #157 - July 15th, 2011

Managing Your Online Community


  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Karen Rubin (@KarenRubin) and Kara Sassone (@karamat)
  • 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! Except next week! We'll be streaming live, but from a top secret location.


Weekly Google+ Update

    • founder Paul Allen has done some interesting analysis of the growth of Google+
    • "Google+ users worldwide reached 7.3 million yesterday (July 10) – up from 1.7 million users on July 4th.
    • 350% increase in six days, Google+ could reach 20 million users by this coming weekend if Google keeps its Google+ invites available.
    • However, this issue is starting to get resolved. In an interview with Ad Age last week, Google product manager said that brand pages will begin to roll out in two weeks.
  •** Google+ already has 10 million users who share 1 billion items every day, and Google’s +1 button is being hit 2.3 billion times per day, Google CEO Larry Page said Thursday.
    • SocialStatistics, a third-party site that gathers data from select profiles, pegs the percentage of male users at 86.8%, while FindPeopleOnPlus, which curates information from about a million users, says men constitute 73.7% of Google+.
    • FindPeopleOnPlus also discovered that 95% of the Google+ users who say they are “looking for love” on the site are male.
    • With around 60% of users identifying themselves as web developers or software engineers, that paints a fairly stereotypical picture of Google+’s userbase: nerdy guys who have deep understandings of technology and who don’t mind killing some time setting up Circles of friends.
  • Marketing Takeaway: 1s on Google will impact your search engine rankings. Pay attention to Google+ and keep an eye out for business pages.

Netflix Raises Prices...Oh the HORROR!

  • On Tuesday, Netflix revealed users who want unlimited DVD and streaming options for renting movies and TV shows must purchase separate plans.
  • The current monthly rate for both options goes for $9.99, but would shoot up to $15.98 under the new arrangement.
  • On their official Facebook page, the post revealing the changes has generated over 28,000 comments, with many threatening to cancel their subscriptions. An additional 6,000 were submitted to the official Netflix blog.
  • It's the same story on Twitter, where "Dear Netflix" is among the top trending topics on the social network, with users encouraging the company to not switch.
  • Will the people actually cancel? What else will they use?
  • Can companies never raise prices anymore because of social media?
  • Wall St loved the move. Does wall st not care about brand and social media?
  • Marketing Takeaway: Plan for negative responses and respond.

LinkedIn is 2nd Most Popular Social Network

  • LinkedIn, the top social network for business professionals, is now the number 2 most popular social network on the web.
  • According to comScore, LinkedIn had 33.9 million unique visitors in June, an increase of about half a million from the month before.
  • Fewer than 33.5 million Americans visited MySpace in June, falling off by about 1.4 million U.S. visitors from May.
    Facebook, still in first place by far, amassed 160.8 million unique visitors in June.
  • And according to, MySpace may not keep their 3rd place status for very long. With MySpace experiencing half the traffic it did in June 2010 and Twitter accumulating 30.6 million visitors in June, Twitter is expected to overtake MySpace as the 3rd-most popular social network in the next few months.
  • Marketing Takeaway: Don't worry too much about rankings. Figure out where your audience is, and be there.

USA Women's Soccer in the World Cup Final

    • The U.S.' victory over China in the 1999 Women's World Cup final --perhaps you remember this cover – averaged 17.9 million viewers on ABC, and the network estimated 40 million Americans tuned into the match at some point.
    • But women's soccer never again came close to such viewing levels. The Women's United Soccer Association (WUSA) failed to draw ratings (or attendance) before folding in 2003. The current Women's Professional Soccer (WPS) league is a low-key property on the Fox Soccer Channel.
    • Fans celebrated on Twitter as the United States women’s soccer team defeated France Wednesday in the semifinals.
  • The question is can women's soccer utilize social media to sustain their popularity?
  • How should they go about doing this?
  • Marketing Takeaway: Don't ignore the social media community you have, nurture it for inbound marketing success.

Marketing Tip of the Week
Community matters in marketing, don't ignore yours.

Would you turn your house into a billboard to pay the mortgage?


Episode #144 - April 8th, 2011


  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and John Harthorne (@masschallenge)
  • 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!

Special Guest: John Harthorne

  • Founder and CEO of MassChallenge
  • Let's start with what is MassChallenge and where did you come up with the idea?
  • MassChallenge is a couple years old now, but in the very beginning, how did you let people know about the compeition? What was your marketing strategy?
  • How have your strategies changed as your company has grown?
  • You had 111 startups in your space last year and will have at least the same amount if not more this year, how do you scale resources for the startups? Any marketing success stories from the startups?


Thinking Of Repainting?

The Rise of Social Media

  • Social Media Examiner has released its 2011 Social Media Marketing Industry Report
  • 1. 90% of Marketers indicated that social media is important for their business.
  • 2. Only one-third of social media marketers want to know how to monitor and measure the return of investment of social media.
  • 3. 58% of marketers use social media for 6 hours or more each week.
  • 4. 77% of marketers plan on increasing their use of YouTube and video marketing in 2011.
  • 5. 70% of marketers want to learn more about Facebook.
  • 6. 69% of marketers want to learn more about blogging.
  • 7. The number-one advantage of social media marketing is generating more business exposure, as indicated by 88% of marketers.
  • Questions for John: How has social media played a role in the startups you have been involved with? Any major social media wins of the last couple of years?
  • Marketing Takeaway: Social media continues to grown in importance in the world of marketing. Work to identify which tools are best for your audience and make sure you are involved!

Twitter Gets Folks All A Twitter

  • The first big step is the inclusion of geo-relevant ad, Twitter has geo-targeted ad opportunities available in 210 US cities and 100 countries with more locations coming soon.
  • Twitter has a new feature called the “Follower Dashboard” which will be available to anyone who runs promoted products ads.
    • The new analytics dashboard provides brands greater insights into the audience of followers they’ve built on Twitter — where they are, how they grew over time, their level of engagement — and a glimpse at their other interests. It enables marketers to get to know their customers based on various public signals; for example, user bios, the kind of lists they’re on and their locations.
  • Twitter has also released some new search tools that will help individuals find new friends to follow.
  • Questions for John: Lots of people have mocked Twitter at various points for not having any way to make money. What are your thoughts on the longevity of Twitter as a business?
  • Marketing Takeaway: Take advantage of Twitters new search to find and connect with influencers.
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HubSpot TV - ManSpot TV


Snakes on a Twitter
A snake escaped from the Bronx Zoo and joined Twitter and got 226,000 followers very quickly"Indiana Jones, why did it have to be Indiana Jones?"Getting on the ferry to Ellis Island. Let's hope this goes better than that time on the plane.#snakeonthetown City
may not sleep, but I'm ready to. Ooh a chimney! I bet you bragged to your friends about having a working fireplace in NYC. Hi roomie.Hijacking Ryan Seacrest’s Twitter Account: But the official Bronx zoo people aren’t talking about it a lot.Marketing Takeaway Here: Embrace social media success even if it’s a little embarasssssssing.

Google +1
Google launches like button Marketing Takeaway: Likeable content is more important now than ever.

Friday, Friday, Friday, Friday
Rebecca Black14 year old girl makes horrible music video and goes viral.73 million views, 1.4 million dislikes Takeaway: Even bad content can go viral.

Salesforce Buys buys Radian6 for like $200M Marketing Takeaway: Social Media B2B is for serious, and we’re not the only people who think so.

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