Tag Archives: Facebook

Brand & Facebook Engagement

Non-engaged customers are a brand’s most vulnerable assets. Marketers need to engage all along the journey, from engaging platforms, programs, messages, or experiences. Brands must keep their eye on the prize when using any of these engagement methods, however. It’s all about meeting the ultimate goal of increasing brand engagement.

With brand ubiquity on the largest social network, recognition will be the least of a brand’s concerns. The question is not, “should I be on Facebook,” but has now become “what should I do on Facebook?” Brands will have to graduate from posting pictures, collecting friends, and/or offering coupons. But doing so will depend on the category in which the brand competes and where social networks make themselves strategically felt in the category.

Innovate around a higher meaning

Creating new value always involves proposing new or unexpected meanings. What matters most to people is not the function or performance of a given product, but their emotional, psychological and cultural connection to what the product means to them.www.devlinmediacompany.com

New value is in the “meaning” not in the physical thing. People don’t just buy product, they buy into a higher meaning. This unexpected idea, unsolicited by user needs, once discovered, turns out to be the very thing people were waiting for, just not asking for. Nobody was asking for an iPod, Facebook, baked potato chips, the Swiffer, or any other product innovation that has redefined or reinvented a category.

Forget user-centered innovation
With so many such examples in every industry to benchmark from, I am surprised most marketers don’t seem to “get it”.  Most are heavily invested in traditional market innovation – finding a consumer need and filling it.

Many marketers are focused on how their new product / service innovation has more buttons and is easier to use, has more features and is cheaper than the leading brand. A radical innovation of meaning rarely, if ever, comes from incremental improvements or user-centered approaches.

Most companies continue to improve incremental performance within existing market concepts they know well– leaving only a few visionary companies to gain competitive advantage (market leadership) by proposing new and different meanings.

The message of hope.

Value creator brands are guided by a higher purpose beyond money-making… they earn and deserve the advocacy of high value customers because they represent an “increase to life” itself. In our post-marketing-social-media world, consumers create communities based on shared values. Brands can’t add values to the world unless they have them.

Marketers must: Embrace Crazy ideas

IBM Portable Personal Computer :: Retrocomputi...

IBM Portable Personal Computer :: Retrocomputing on the green (Photo credit: br1dotcom)

Everything that ever was, is now, and ever will be is at first a formless thought seed in the imagination of a creative mind. Many of the products we can’t live without today started out as crazy ideas– automobiles, airplanes, personal computing, digital music an entertainment, smartphones, the social web – stuff nobody needed or was asking for, but once realized was just the thing they we’re waiting for.

All the stuff that has changed how we live in the world begins as a formless crazy idea. Crazy ideas are always more richly embedded with game changing opportunity than safe ideas. A safe idea is the one you can “prove will work” before it takes form in the world.

From our friends at Branding Strategy Insider.

Have we reached Saturation Leveling?

It’s no secret that there are more products and services using more platforms and outreach streams with the marketplace dangerously close to saturation with marketing messaging. But just because it’s different, doesn’t mean it’s differentiating. Brands will have to plan and research engaging pre-launch activities if they wish to level the playing field and earn a high engagement-to-effort return on their investments.

Have we reached brand saturation?

Have we reached brand saturation?

Link

Your Sanctuary TV Contest

Your Sanctuary TV Contest

Enter the @SanctuaryTV sweepstakes weekly on Facebook to win a $100 gift certificate at Cafe Fina, on Old Fisherman’s Wharf in Monterey, CA or a $60 Gift Certificate good for Kayaking For Two , or Two Tickets to the Monterey Symphony..Enter several times and every week!

Your Sanctuary TV Contest

Save the Ocean Contest Week #2

Week 2 for the Save the ocean contest:

Post entries on facebook at http://www.facebook.com/YourSanctuaryTV in the comments and on twitter – #YourSanctuaryTV – describing what they’ll pledge to do to “Save the Ocean!”

Whichever pledge receives the most likes and RT’s wins a delicious dinner for two at Café Fina in beautiful Monterey, California.

Saving the Ocean Can Be a Very Tasty Good Deed

English: Map of the Monterey Bay National Mari...

English: Map of the Monterey Bay National Marine Sanctuary (Photo credit: Wikipedia)

Sanderlings search for food at the Monterey Ba...

Sanderlings search for food at the Monterey Bay National Marine Sanctuary (Photo credit: Wikipedia)

Your Sanctuary

Rock wave break with birds, Monterey Cailfornia

Rock wave break with birds, Monterey Cailfornia (Photo credit: Wikipedia)

 AMP2, Monterey Bay National Marine Sanctuary,

and Café Fina Collaborate on Contest Created

To Inspire People to “Make a Difference in Ocean Protection”. 

Weekly Dinner for Two Give-Away

Tied to Award Winning Ocean Conservation

Television Program That’s Looking for “Sea Stars”

AMP2, (Monterey County’s only Curated Community Television Channel), The Monterey Bay National Marine Sanctuary, and Monterey’s locally owned award winning restaurant, Café Fina, have teamed up on a Facebook contest that will have entrants licking their lips in anticipation.

“Saving the Ocean Even Tastes Good” is set to launch next week and it puts a new “taste” and face to Ocean Conservation efforts.

The contest works like this: Every week, contestants will post entries in – 100 characters or less – on the “Your Sanctuary” Facebook page describing what they’ll pledge to do to “Save the Ocean”.

Whichever pledge receives the most votes (votes can be tweeted or posted on the Your Sanctuary Facebook page) wins a delicious dinner for two at Café Fina.

At the end of 13 weeks, Judges from local media, the Sanctuary staff, and volunteers will pick the Grand Champion.

This lucky winner will be designated a “Certified Sea Star” and appear in a promotional spot for amp2’s award winning ocean conservation television program, “Your Sanctuary”, and a part on a future episode.

After a second 13-week contest, all 26 weekly winners will be entered into a contest to win the Grand Prize…a Sanctuary Dream Day including whale watching, a romantic dinner along the Sanctuary, and a night’s stay at a romantic hotel next to the Sanctuary. So saving the ocean can become not just tasty and meaningful, but lead to a very nice evening for two.

“This started when I realized how powerful a tool Social Media can be when used for a good cause,” remarked contest creator, and “Your Sanctuary” Producer, Steve Ellzey. “We’re thrilled to partner with amp on another project aimed at protecting our Ocean resources,” added the television show’s host, Paul Michel, who is the Superintendent of the Monterey Bay National Marine Sanctuary.

Café Fina is owned by Monterey native son, Dominic Mercurio, who also owns Domenico’s. Both restaurants are located on Fisherman’s Wharf. Mr. Mercurio was raised in Monterey and grew up enjoying authentic Italian dishes cooked with locally caught seafood. He is also part owner of an almond orchard where he also grows organic produce for use in his restaurants.

The Monterey Bay National Marine Sanctuary stretches from Cambria to the mouth of the San Francisco Bay. Measuring over 7,000 square miles, the Sanctuary achieved its designation largely through a grass roots effort led by local chapters of nonprofit organizations including Save Our Shores and The Surfrider Foundation.

Communicators Invest Heavily in Content Marketing

Content Marketing Takes Off:Business-to-consumer (B2C) communicators are heavily using—and significantly investing in—content marketing, says a new study conducted by the Content Marketing Institute and MarketingProfs and sponsored by Pace.

According to the study, 86% of B2C organizations market with content—regardless of company size or industry.

Some of the nuggets from the study:

  • B2C organizations use an average of 12 tactics. The most popular tactics include social media (excluding blogs) (84%), articles on a company’s website (84%), e-newsletters (78%) and blogs (77%).
  • While these results are similar to the habits among B2B marketers, B2C marketers are using mobile content, mobile apps, print magazines and print newsletters more often than their B2B peers.
  • For B2C marketers, Facebook is the most popular platform by far, with 90% of respondents indicating they use this for content distribution. This differs from B2B, in which LinkedIn is the most popular platform, with 83% of respondents using this (compared with 51% of B2C marketers).
  • Akin to B2B companies, B2C communicators are investing heavily in content marketing. They now spend 28% of their marketing budgets on content marketing, and 55% of B2C marketers plan to increase their content marketing spend within the next year.

Source: Content Marketing Institute/MarketingProfs

Media Relations Pitching Tips

Today‘s Today’s media pros are dealing with brutal deadlines and severe budgetary constraints, and they need PR‘s content and your storytelling skills. However, they don’t need to be inundated with spammy or off-the-mark pitches that aren’t relevant to their beat or their audience. At PR News’ One-day Bootcamp for Emerging PR Stars, held on Nov. 29 at the National Press Club in Washington, D.C., Nate Hindman, small business editor for the Huffington Post, provided 11 tips for PR pros to improve their pitching and relationships with the media.

  • Do not call journalists to pitch—ever: “We’re usually up against one of many deadlines, and these calls throw us off track,” said Hindman. “I’d strongly suggest to always e-mail pitches. Twitter also works for pitching, but Facebook is too personal.”
  • Use their name—don’t send pitches with “Dear Blogger” or “Dear Journalist”:  Journalists are narcissists—we didn’t get into this business to make money, we did it to see our name in a byline,” said Hindman. “If you send out blanketed pitches to journalists and don’t use their names, you’re doing yourself a disservice.”
  • Use flattery: Go to his or her media site’s archive page and find a story written by the targeted journalist who relates to your client. “Consider opening the e-mail with, ‘I loved your story on this, it changed my way of thinking on this issue…'” said Hindman. “Then say, ‘by the way, this is my client and I think this will…'”
  • Consider pitching journalists after hours and in the evening: “There’s a lot less incoming e-mail traffic and you likely won’t get them at peak work hours of writing,” said Hindman.
  • Do the work for them: Many journalists are hesitant to write about a specific company, but they will write about a trend. “Don’t just tell me the existence about your client, or that he’s in town. Tell me what they’re doing to unseat or kill off a corporate giant (especially in the small-business space). You can even attempt, in the e-mail, to write the story—give me what you think my lead should be,” said Hindman.
  • Keep it short: Never have a pitch be longer than two paragraphs. “I rarely ever read anything longer than that,” said Hindman.
  • Tell the journalist who you are: Unless your company or client is really well known, don’t assume that journalists know them, said Hindman. “Remember, you’re trying to craft a headline and draw them in as a reader of the e-mail, just as reporters do with their stories,” he said.
  • Following up is okay: “You can follow up once, but don’t follow up 30 times on an e-mail,” said Hindman.
  • Develop real relationships first: It’s great to be able to keep up with people through social media, but hard to start a real relationship. “The best relationships I’ve had with PR pros have been developed face to face. Any chance you have to get a beer or a coffee with a journalist is very valuable,” said Hindman.
  • Don’t promise what you can’t deliver: “Don’t make empty promises and say you can get us something when you can’t,” said Hindman. “Don’t promise statements from sources or supporting data that you’re not going to get.”
  • Follow up and share: Tell a journalist how good you thought their piece was and that you’ll be sharing it on your own social networks. “This makes them feel honored and important, and makes them more likely to work with you in the future,” said Hindman.