More Content Marketing

CRUNCHY NUGGETS:  Admittedly, today’s blog post is a bit of a “drive by,” as I quickly toss a URL at you and then scurry back to my work.  Regardless, this will still get your brain wheels turning…It’s a link to a great infographic (love me a good infographic, I do!) about CONTENT MARKETING.  “What is this content marketing, you speak of?” and “Why are we talking this like today?!’ To answer your first question, simply go back a post or two and read May 24th for the scoop.  To answer your second question…for fun, really, you know I like to crack myself up!  In any case…This infographic is from Mashable and gives good, crunchy stats and examples.  Enjoy and have a wonderful weekend!

http://mashable.com/2012/02/08/new-content-marketing-tactics/

TASTY TREND:  Content Counts

Content Marketing 101

CRUNCHY NUGGETS:  A few weeks ago, I had the opportunity to attend a conference about Content Marketing.  My thought going in was “oh good…I’ll learn about how to make Facebook posts richer and more engaging.”  Um, no.  That wasn’t it at all.  It was bigger…much, much bigger.  Instead, I learned about a new, strategic approach to marketing.  One that is just being pioneered.  Like I said, it’s big.  And a number of major brands and agencies are heading in it’s direction.  To give you the short of it…

Tell me a story — Content Marketing based in really good brand strategy.  Knowing exactly what your brand’s mission is all about.  And then telling that story in the form of content.  Whether it’s content to entertain, or to inform, or to help out a potential customer (or influencer, for that matter).

Who, what & where — Content marketing is also about knowing exactly who your targets are…identifying them by specific persona…and then understanding what kinds of information and content they would like or need.  It also means knowing the purchase cycle very, very clearly — who is at what stage, what do they care about at each stage, where they connect with your brand.

Just because you can, doesn’t mean you should — One of the most important lessons about content marketing is that sure, you can have a blog and a twitter feed and craft white papers and generate videos.  But if none of this “tells your brand story,” and none of this makes sense nor is wanted by your targets, no reason to have it.

Curated vs. original — Another ah-ha (for me, anyway) was defining curation.  I’ve heard the term curated content used in conjunction with Pinterest.  And now I understand why.  Curated content is taking your brand’s story or focus, and then pulling in whatever is the most relevant content (information, articles, images, etc.) to share with your audience.  So Pinterest takes themed boards and enables you to curate around the theme.  A smart approach, from what I learned is to make sure you have at least some of your own original content (15%) and then go ahead and curate (85%).

At the conference, we heard about really big brands and companies with whole departments dedicated to content marketing.  As well as services that help to publish and organize content.  People, this is big, it really is.  At the very least, best practices such as having a written, clearly defined brand mission, knowing your targets, knowing your purchase cycle, having a road map of what gets shared when, are all good things for any brand.  No matter how big, how small, even if the words “content marketing” are never spoken.  By the way, I should mention that my selected image is a snack buffet…so if “salty” if your brand focus, that’s your content!  TASTY TREND:  Content is King

Share & Share Alike

FRESH FACTS:  Last blog post, we chatted about the power of Word of Mouth, and just how much trust consumers put into what their friends and family say about brands and product experiences.  Today’s new facts and figures build off of the power of word of mouth, specifically: how strong social can be in terms of driving actual online purchase.  “Nice funnel” you’re saying about the image created by Social Labs (who shared these stats on Marketing Charts.com)…why thank you.  Now let’s walk through it together, shall we…

• 62% of social consumers read what others say about products on their friends’ Facebook pages
  
• 75% of these readers then act, clicking through to the online place where the product was purchased
• And in end, 53% of these folks buy something after clicking through

Having monitored chit chat in social spaces for a few brands, it’s no surprise that the leading reason consumers share their purchases so actively on Facebook is to share the good deal/savings opportunity (41%, from personal experience; we’ve often seen spikes in brand mentions specifically around offers and good deals).  And interestingly, 3 in 5 consumers say that they are likely to stay and shop on a website if they are shown their friends’ activities on the site; and 57% are more likely to make a purchase if they see a list showing their friends who have made a purchase on the website.

So aside from once again proving how much trust and power there is in WOM, it also goes to show (for brand and marketing peeps), how important it is to:  give consumers opportunities and encourage sharing around online purchases; as well as what they’re loving/looking at/wishing for.  Well, as appropriate to a brand/product, of course.  “Hey, world, I just bought this super cute baby product” seems to make more sense than “Hey world, I just bought this terribly personal or mundane product.”  And I would be so bold as to extend that to other social spaces (e.g., pin buttons, tweet buttons, etc.).

How was your journey through the funnel good?  How to crouch down a bit at the end and you need to stretch now?  No worries, I’m sure you’ll feel OK in just a few.  By the way, here’s where you can find the original funnel and all of the crunchiness around it: http://www.marketingcharts.com/direct/social-shares-drive-1-in-4-online-shoppers-to-purchase-21651/TASTY TREND:  Socially Acceptable; Power to the People Like Me

More Pins

FRESH IDEA:  I swear I wasn’t planning on talking about Pinterest again.  But this idea is just too much fun (and too good) not to share.  And it can be seen in other social channels — Pinterest is among the lot.  One our of clients (who generously shared this idea) received an email invitation from Zulily — a daily deals site for kids’ and moms’ stuff.  The email brings you to a page of mini posters, aka “pinables.”  The designs feature colorful, fun sayings about play and other lighthearted notions.  Under each pinable are share options:  email, Facebook, Twitter, Tumblr, and yes, Pinterest.  Go ahead and share.  For anyone who clicks the pinable you posted or passed on, joins Zulily, and makes a purchase, you – the original sharer – gets $15 in credit from Zulily on a future purchase.  Now, aside from being super cute, there are a number of reasons why I love this idea:

1. Original designs –When you talk about social these days, it’s all about content content content.  So what better way to drive share than to deliver original, highly relevant, and fun content for moms to pass on.  And with very subtle branding, I may add (see image, lower righthand corner).
2. Pinables, the name — Indeed, you can share any way you wish, but in calling them “pinables,” you jump on the hot hot hot bandwagon of Pinterest.  Nicely done.
3. New customer drive & WIFM — Yes, they’re super cute designs and posting them/sharing them, associates you with all things super cute.  But even better:  this is about using your existing database, and incenting your existing customers to find other new members with a simple action.  $15 is a rich offer.  And for doing very little work — again, other than posting and sharing something super cute.  Now that’s smart.

Really great, right?!  The cookies design is my personal favorite.  I’ve pinned to my Pinterest trends & cool ideas board: http://pinterest.com/lisafritts/  Be sure to check it out!  TASTY TREND: Social Curation; Content is King

Pin Points

CRUNCHY NUGGETS:  If Pinterest was a liquid, and I was a sponge, right now I’d be over saturated, my heavens!  There is just so, so much press about Pinterest right now.  But…in an effort to wring some of it out, I am going to share a few interesting things I spotted this week.  Starting off with two links:  1. Is a really good Pinterest 101 infographic that I’ve seen referenced a few times by other bloggers.  But it’s a good basics and shares really crunchy stats about the site and its usage:  http://techcrunch.com/2012/03/14/this-is-everything-you-need-to-know-about-pinterest-infographic/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29

2. The second is an update from SXSW from Pinterest on “what’s next” — basically, redesigned profile pages and apps: http://www.cnn.com/2012/03/13/tech/web/pinterest-sxsw/

The last Pinterest point I’m going to share is an email that I received from social flash sale site, sneak peeq.  It announces how they’re leveraging pinner Christine Martinez — who has over 1 million followers (and in the Pinterest world, that truly is a LOT right now).  She is going to share her hand-picks for the sneak peeq crowd.  So does that mean (in marketing terms) that pinners are the new bloggers?  Well, sort of…it’s a very creative, out of the box way of finding a non-celebrity spokesperson influencer to advocate a brand.  It was the first time I had seen a pinner being used to drive differentiation and equity.  Nice!

I feel a little lighter now, having shared.  Hope your weekend (hey, St. Pat’s day!) is over stuffed with goodness.  TASTY TREND: Social Curation; The New Influence

Tweet & Save

FRESH IDEAS:  This is one of those executions that makes you say “Wow, how cool is that?!”  American Express is now linking card holder offers to Twitter.  Here’s how it works: As an Amex holder, synch your Twitter account to your American Express account (a one-time, easy process).  Then Tweet a specific hashtag to your Twitter followers.  Right now, there are hashtags for partner offers from Whole Foods, Best Buy, and Zappos.  As a reward, an offer is then loaded to the holder’s card so that when they make a purchase with the partner (Whole Foods, Best Buy, Zappos), they redeem the offer.  This is a natural extension of what Amex is already doing: rewarding card holders for Foursquare check-ins and Facebook Likes; and leveraging “social currency” among cardholders.  Personally, I am most impressed by the seamless of the transaction.  No need for codes.  No need to coupons.  Just “talk” about Amex partners using specific “language” (hashtags on Twitter) and get rewards loaded for you, ready to roll.  Nice!  See…you just said “How cool is that,” didn’t you?!  I knew you would.  TASTY TREND:  Socially Acceptable; Here and Now; Go Mobile

Cookie Gram

FRESH IDEA:  What do you get when you combine:  a cookie, it’s 100th birthday celebration, a retailer who sells these cookies, a Facebook application, and a mobile coupon?  You get the Oreo Cookie Gram!  I just saw this idea on Target’s web site:  Go to the Oreo cookie Facebook page — they haven’t yet converted to the new timeline format, FYI — it would make a lot of sense to do that given the milestone now being celebrated, but I digress.  There is a tab for the Oreo Cookie Gram — enable this app.  Choose from among your Facebook friends who you’d wish to send a coupon good for a free package of Oreos.  You can also add in an email of a friend if he or she isn’t on FB.  Give your credit card information.  And for $3.99 per package, your friends will be sent a mobile coupon (or digital, if it’s an email address) good for a free package of Oreo cookies.  And this coupon is good only at Target, no other retailer.

Now, what I like about it: It’s easy.  Very simple transaction.  It’s a great use of social.  It’s super customized for a key retailer — one that accepts mobile coupons, nice!  It’s not expensive — $3.99 is a good, low price point for a social gift.  And it takes an old-sounding birthday (holy 100 years!) and makes it contemporary.  What I think it’s missing:  the what’s in it for me (WIFM).  Other than the “hey, thanks” from friends who receive the coupon.  Sending a package to yourself isn’t even served up as an option.  Chance to win a year’s supply or 100 packages would have even been a nice WIFM.

Feel free to send me an Oreo Cookie Gram, I will be more than happy to redeem it and share.  I’ll even bring the milk!  TASTY TREND:  Socially Acceptable; Retailers Rule; Here and Now; Go Mobile

C & Social Pairing

CRUNCHY NUGGETS:  Just in time for the weekend, I’m ready to fill your brain up with two tasty tid bits.  They’re phrases I just read about today.  So go ahead and open your mind to the nuggets, I’m about to pour them in…

Gen C — You’re all familiar with Nielsen, right?!  (Even cave dwellers know Nielsen, please.)  Nielsen and NM Incite just released a study on US media consumption, specifically calling out “Generation C.”  Who is Gen C and why call them that?  Well, thanks for asking…They found that Americans 18-34 make up 23% of the U.S. population, yet they represent an outsized portion of consumers watching: online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%).  So the “C” stands for “connected.”  Media consumption, in general, is trending towards multi-tasking — meaning, not just watching TV, but watching TV while on the internet, or a smartphone, or a tablet.  And so Gen C is definitely part of this trend, and poses a challenge for marketers in terms of finding the right time, right place, right channels for messaging.  Gen C — got it?  OK, great. Moving on…

Social Pairing — The NY Times talked about it today in the context of finding someone to sit next to on an airline.  And then one of my favorite trend sites, PSFK, shared a whole host of other examples.  Social Pairing the act of bringing people together based on matching through social network profiles (likes, demos, interests, etc.).  How is it being used?  Again, you’re just good about asking just the right questions…Travel — European airlines such as KLM are allowing passengers to choose their seat mates on flights before the date based on LinkedIn information (funny, but LinkedIn would never tell you if the other person is an arm-rest hog or a snorer, hmm).  Events — Ticketmaster is letting folks tag themselves so when their friends go to find seats, they can find their companions.  Farmers Coops — Matching up singles to share leftover food.  Neighbors — There is a network called Nextdoor that literally lets you and your immediate neighbors share reviews on local resources.  There are more examples, but you get the idea.  If you need, here is the URL: http://www.psfk.com/2012/02/social-pairing-sxsw.html.  OK, Social Pairing, got it?  Great.

Hey, I hope your brain feels good now with a lil’ more smarts tucked inside.  Feel free to use both in conversations over the weekend, try ‘em out.  Enjoy!  TASTY TREND:  Socially Acceptable;  Here and Now; Multi-Tasking Media

Pins, Pins, and More Pins

FRESH IDEAS:  Pinterest, Pinterest, PINTEREST!  I just can’t seem to go a day without reading something about it, or seeing an interesting way that a brand is using it.  Here’s what I pin-spotted just this week….all in honor of Valentine’s Day…

Threadless Vday Challenge:  One of my favorite, incredibly social, terribly experimental, online retail sites, Threadless has a clever promotion.  It gets you to consider their shirt designs, express yourself, and potentially win.  Here’s how:  Make a Pinterest board titled “Threadless Vday challenge” specifically for your Valentine.  You’re supposed to share  why that person is so great in the board’s description.  You then add 10 pins to the board that “would make great gifts for your special person.”  And not surprisingly,  at least 5 must be Threadless products (ah, clever marketing!).  Email a link to a Threadless contact that shares your board by this Sunday.  And one lucky winner will get $200 in amazon.com and Threadless cash.  Nice way of getting consumers to browse your products, actually consider products (’cause you may even buy one), and the advocate through repinning.  Cool!

Free Valentines from Toys R Us: I actually saw this idea through a tweet on Toys R Us’ Twitter account…On Pinterest, Toys R Us has a Valentine’s Day specific board.  Among the pins are click-and-print free Valentine’s cards (Hello, Kitty).  When I shared this idea with my digital creative peeps, they liked it…seemed fun and easy to develop.  I could imagine this idea for fun place cards, trading cards, lunch notes, fun coupons, etc. etc.  Nice, right?!

I swear, I’ve told my team that I feel like  broken record sharing so many Pinterest posts and articles lately.  But alas, Pinterest is this year’s instagram (2011 shiny object) and Foursquare (2010 shiny object).  And if this helps to inspire, feel free to share or pin these ideas, I’ll keep ‘em coming.  Hey, hope your weekend if like a good Pinterest board: filled with things you love most.  TASTY TREND:  Socially Acceptable; Social Curation

Like = Offers & Community

FRESH FACTS:  By now I’m sure you’re aware that consumer likes on Facebook typically mean “I like your brand enough to know when you’ve got a good deal or a promotion going on…”  (Wow, that feels so not warm and fuzzy!)  But a new take-on what consumers expect when they like brands was just shared by the CMO Council and eMarketer.  If you take a look at the inserted image/chart, you’ll note that first and foremost, 67% of consumers expect exclusive offers for liking brands.  OK, we knew that.  But then take a peek at #2:  “interact with other customers and share my experiences” (60%). Huh!  Promotions, sweepstakes used to be noted second.  But it seems that promotion now lives at #3 at 57%.   And consumers actually want to find alignment with other people “just like me” on Facebook.  Who knew?!  Well…now you and I do!  Another good-to-keep-in-mind handful of nuggety stats for when you’re thinking about a content strategy for Facebook.  By the way, these survey results are from fourth-quarter of last year.  So they are very fresh…love that!  Feel free to quickly seal them up in your crunchy marketing nuggets air-tight container.  TASTY TREND:  Socially Acceptable;  What They Really Want