December 21, 2010
A recent study released by the Meltwater Group, the Future of Content, shows the very realistic state of digital media strategies for most businesses around the world. The research shows companies are learning ‘on-the-job’ how best to create and distribute content, and effectively connect with audiences. Furthermore, those emerging in a social media role aren’t necessarily of a traditional marketing or advertising background, but those with enthusiasm and an appetite for new technology. This accounts for 52% of those in a social media position.
Other key takeaways I found valuable:
- 78% consider content marketing to be important to their organization, although only 49% have a formal strategy
- 35% have seen their budgets for social media rise in the last 12 months
- 84% consider it important to monitor what is being said online about their company, yet only 1 in 5 companies have invested in tools to do this
- The three most popular content marketing channels are e-newsletters (62%), print magazines (61%) and social media (49%)
- 52% see social media as integral to their marketing efforts and 59% see it as an opportunity for marketing departments, rather than a threat
- At a corporate level, companies are most likely to be using Facebook (68%), followed by Twitter (55%), LinkedIn (43%) and YouTube (42%)
- The biggest content marketing challenges are producing interesting (23%) or new / different (21%) content – budget is only an issue for 18%
- 40% of organizations expect their marketing budgets to go up in 2011 with an average increase of 1.4% forecast
- 79% of respondents consider that social media is “owned” by the marketing department – with an average of six people having some social media responsibility
The full report is available here.
November 19, 2010
As I count down my days of having an easy 15 minute commute to work, and look ahead at spending far more time on the road, this campaign from Brazil made me smile. Why? because I like marketing efforts that inspire and encourage behaviors and this one literally made millions of commuters in Sao Paulo smile all at once.
Brastemp is a home appliance brand and they implemented a flashmob program earlier this month by working with 11 local radio stations to simultaneously broadcast one message at 9AM one morning. The message went something like this (via Discuss-o-Mat):
Hey you, driver! Yes, you — probably heading to work right now. This is an invitation. An invitation to make your day better, an invitation to get some inspiration and do something very simple — Smile!
Smile to the car next to you. If they’re listening to this, they will understand and smile too. Make your day better… A smile can change everything…. brought to you by Brastemp.
I don’t know about you, but for me if I was one of those who participated and/or received this simple act of kindness that morning, I’ll smile again when I think about Brastemp.
November 1, 2010
Enjoyed this short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.
October 30, 2010
Career satisfaction, life-work balance, the reality of the changing workplace, and understanding personal goals and priorities has been on my mind a lot recently. While on Twitter, I came across this video, which is adapted from Dan Pink’s talk at the RSA. The animated illustration of the keynote is captivating, but more importantly, it points out some of the underlining factors that motivate people at work:
Money is only a motivating factor to a point for getting good results. After that people seek autonomy, mastery and purpose to be fully productive.
October 26, 2010
In Alina Wheeler‘s own words:
The companies who are customer centric—i.e. they see the world through the eyes and experiences of their customers, have the most successful brands. They view each touchpoint as an opportunity to build trust, extend customer loyalty, and fuel word of mouth. The companies that have really strong internal cultures i.e. employees that live the brand, who believe in the core purpose of the brand, and who are passionate about the brand, are off the charts successful.
The best companies have brand guidelines that help employees and other partners understand the brand and make it easy to apply the standards at each new touchpoint.
The brands that are not doing a good job at branding are the ones who are not paying attention to the customer, and the dynamics of the marketplace.
On staying relevant:
A brand does not need to continually reinvent itself. Organizations, however, need to stay relevant, continually find ways to engage their customers, and respond to their needs. It’s critical to have a laser-like focus on answering the question: Why should our customers choose us over others.
September 27, 2010
Do you remember what you were doing on September 27th, 1998? Other than being single and working at a different ad agency in New York, I have no idea what I was doing that day. Yes, I totally missed the birth of Google and I assume most everyone did just like me. We all now know how significant that launch was. As with most things, it was impossible to see at the time what it will become.
There are loads of stories out there on how Google has fundamentally changed our lives. I certainly have been affected — what would my day be without gmail, calendar, maps, analytics, adwords, adsense, etc., ? Where will my son find his entertainment without YouTube? How would I have remodel my bathrooms without Google search? However, what I find particularly interesting on this rainy September Monday is what the dominant super search engine and technology provider is not anymore — Google is no longer the most visited website in America. That now belongs to another college dorm room project, Facebook.
As we try to look out another 12 years, one thing is certain — some unrecognized beginning will once again fundamentally shift how technology affects our lives and changes our behaviors. We won’t see it coming and probably won’t be able to realize the significance when we first encounter it. Our best bet is to not get too complacent with what we have and always remain open to what might be.