Business in a Social Media World
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Why do brands continue to make stupid social media decisions?

From econsultancy.com

With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
Cendrine Marrouat - cendrinemarrouat.com:

This kind of posts cracks me up. If a brand doesn't pay respect to an event / person, they get lambasted. If they try to get social, they get lambasted. 

What's wrong with a brand trying to enter the conversation about Prince by including its logo? They weren't trying to sell something directly.

I don't know, maybe I'm missing something?  

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Social Media Slang Your Brand Should Know | Sprout Social

From sproutsocial.com

There's always a time and a place to use social media slang and depending on who's your audience, you should know these terms.
Cendrine Marrouat - cendrinemarrouat.com:

For once, I don't like the title, as it doesn't do justice to the post. Jennifer Beese shares some excellent tips to help businesses understand when to use slang or not. 

 
I totally agree that slang can make or break a brand. You really have to know who you are talking to. The edge of your brand has nothing to do with the number of times you use the word "bae". 
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The greatest brand message of all time

From inbound.org

Discuss
Cendrine Marrouat - cendrinemarrouat.com:

Ain't it the truth? 

Rich & Cheri Martin's curator insight, October 31, 2015 2:00 AM

Remember... 'no one is YOUER than YOU'! 

Venkatesh Iyer (venkyiyer.com)'s curator insight, November 1, 2015 1:33 AM

That about says it, I think.

IKEA Kicks Off Tweet Campaign In Canada & An Influential German Book Critic Reviews Its New Catalog

From marketingland.com

The Swedish furniture company promotes the release of its new catalog through lighthearted social efforts, urging customers to #GrabLifeByTheCatalogue.
Cendrine Marrouat - cendrinemarrouat.com:


Two different campaigns are presented in this post. The one launched in Canada is great. However, the video in German has all the ingredients to become viral. There is not just humor. IKEA also proves that it does not take itself too seriously. 


Very creative!

whinchatglaze's comment, September 1, 2015 5:37 AM

Extremely good...!!

6 Clever Uses of Domain Extensions | SEJ

From www.searchenginejournal.com

Domain = branding component. The right domain extension can sometimes be challenging. Here are alternative domain extensions you've probably not considered.
SENAME Interactive's curator insight, July 3, 2015 1:25 AM

Domain is a branding component. Yes it's really true.


malek's curator insight, July 3, 2015 7:00 PM

The domain name suffix is known as a generic top-level domain (gTLD) and it describes the type of organization. However in the last few years, the lines have blurred somewhat between these categories

5 Must-Haves for a Successful Logo

From www.entrepreneur.com

Find out what your logo needs to accomplish and the qualities required to make that happen.
Cendrine Marrouat - cendrinemarrouat.com:


A basic post but with good reminders for logo design. 

The Branded Tweets That Will Teach You How to Go Viral

From sendible.com

Among all the platforms that exist, Twitter is probably one of rare  where the concept of virality applies. 


Matthew Yeoman shares some great examples of branded Tweets that had crowds in RTing mode. The reasons? Timing, market research, and creativity. 


As you will see, the brands did not reinvent the wheel. They used humor while occasionally playing with fire. 


My favorite example is KitKat. What about you? 


Read the post at http://sendible.com/insights/examples-of-effective-branded-tweets-learn-viral-secrets/


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Cendrine Marrouat

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This is how you use your employees to build brand advocacy...

From www.fastcompany.com

Daniel Roth, Linkedin's executive editor, shares what he's discovered from the 50,000 posts on the site published every week.


Honestly, this article is a gem!


Roth talks about how Dell (one of my favorite brands) has used its employees to build advocacy via content that matters to them. This is almost unheard of in the corporate world.


Executives, HR directors, PR pros see only potential pitfalls—a vocal employee is a poachable employee; someone sharing sharp takes can also share sensitive information; what if employees are boring or, worse, interesting? Better to just to keep the barn door firmly shut.


The approach seems safe. But it’s not. Staying silent means not being part of the dynamic business conversation that is happening everywhere around the world.


Read the article at http://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr 


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Cendrine Marrouat

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How to Find Your Brand's Untold Story: A Case Study

From www.risingabovethenoise.com

How do you redefine a brand after 25 years? American Dance Institute confronted this to give fresh new meaning to their brand. They found the Untold Story.
Cendrine Marrouat - cendrinemarrouat.com:


The secret of a great brand? A deep awareness of what makes you unique and the ability to hear the whispers of your audience when you are in the room -- or away.  


A stellar case study on branding 101 that you will want to bookmark! 

Kim Zinke (aka Gimli Goose)'s curator insight, March 29, 2015 1:43 AM

How do you redefine a brand after 25 years? American Dance Institute confronted this to give fresh new meaning to their brand. This case study shows how they found their untold story and the products produced to support it.


At the bottom of the article you'll find links to examples of how other companies uncovered their untold stories.  And check out these 19 questions to ask before you start.

Your Story is Not Just Your Own

From proofbranding.com

The "new" Starbucks flat white reminds us that often, your story is not just the narrative you craft.
Cendrine Marrouat - cendrinemarrouat.com:


I'm not from Australia. However, the phrase "flat white" conjures racial imagery to me. What do you think? 


This is still an interesting article on the power of marketing personas... 

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Introverts and extroverts alike can excel at personal branding

From www.forbes.com

"There is no-one-size-fits-all approach to personal branding. No matter where you are on the introversion/extroversion scale, your success lies at the intersection of what you do best and how you personally like to make things happen." 


The last paragraph of William Arruda's article sums up exactly why success is not the privilege of a few. We all have a chance to make it big. Personal branding is no exception. 


I always tell clients and participants in my social media classes that I never sleep the night before a presentation. Actually, I often am the most shy person in a room. But I have never let that stop me from achieving what I wanted.


Why? Most of the reasons are in this article: 


  • Personal branding is not about being famous, it’s about being selectively famous.
  • Personal branding does not require constant schmoozing at events.
  • Personal branding is not a “me me me” activity. It’s about giving to others. - That's why curation is so important. 
  • Personal branding doesn’t require public speaking. - You don't have to take part in big events to be recognized by others. 


Social media has allowed us to make our voices heard. It's important to take advantage of it. 


Read the article at http://www.forbes.com/sites/williamarruda/2015/02/16/why-introverts-excel-at-personal-branding/ 


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Cendrine Marrouat

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But Everyone Else is Doing It: Why There are So Many Illegal Social Media Contests

From www.businessesgrow.com

I have never really tried to organize a contest on social networks, but every time someone talks about it, I picture headaches and hours of research. 


Facebook, Pinterest, Twitter... Each platform has specific rules -- and they are often hard to figure out.


That may be the reason why brands don't really read them and run illegal contests without thinking of the consequences of their decisions. 


This is the first time I find an article that highlights exactly the dangers of choosing to ignore the rules. Kerry Gorgone explains the subtle differences between types of contests and shares some tips. Namely:


- Beware of giveaways. 

- Be transparent and encourage disclosure

Use “Void Where Prohibited” and “No Purchase Necessary.” 


This is a much-needed post IMO. You can read it at http://www.businessesgrow.com/2015/02/11/social-media-contests/ 


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Cendrine Marrouat


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Why Telling Your Story Matters

From www.linkedin.com

My latest contribution to the LinkedIn platform is short. But I feel it's too important not to write on the topic.


What makes your brand unique is the story behind it.


What is yours? 

Luigina Sgarro's curator insight, February 13, 2015 4:37 AM

Quanto è importante raccontare una storia che gli altri abbiano voglia di ascoltare?

Guest post: Why brand archetypes are important to your business

From socialmediaslant.com

This a fascinating guest post for my blog. 


I love the refreshing perspective and the use of philosophy to drive the point home.


So, which archetype are you or is your brand? 

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Why Your Business Needs a Community

From kellyhungerford.com

What's your favorite store or brand? And why do you like it so much?

In this article, @Kelly Hungerford shares a personal story that we could all learn from: the value of nurturing your community of customers and advocates. 


Competition is everywhere. You can't escape it. So, when "bigger and better" brands move near your corner of the world, what do you do?  Do you lower your standards or continue unfazed? 

If we had invested our time and money in acquisition tactics or participated in deep discounting to compete on price, our customers probably would not have returned. If that is the only way you can differentiate yourself, and brand yourself, then what unique selling proposition do you have to offer?

This is officially my favorite article for the beginning of this year. Bravo!


Read the article at http://kellyhungerford.com/2015/01/21/why-your-business-needs-a-community/


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Cendrine Marrouat

Kelly Hungerford's comment, January 22, 2015 7:58 AM
Thanks for sharing Cendrine. Community is a topic that's near and dear to my heart.
Cendrine Marrouat - cendrinemarrouat.com's comment, January 26, 2015 12:43 AM
My pleasure, @Kelly Hungerford!

Off the Beaten Path: 6 Unusual Ways to Use Pinterest

From blog.hootsuite.com

The above picture is an example of résumé a pinner created to get a job at Pinterest. Pretty smart, right? 


This article highlights five more ideas to leverage the platform, including boards to help reunite families with their lost pets, report the news, and more. 


Read the article at http://blog.hootsuite.com/6-unusual-ways-to-use-pinterest


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Cendrine Marrouat 

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This Is Why I Love Being a Content Curator

From www.linkedin.com

Content curators always explain what curation is. However, we rarely tell you why we love curating. In this article, you will learn five reasons why I'm so passionate about it.


Thank you to @Robin Good and @Martin (Marty) Smithfor being my role models!


Read the article at https://www.linkedin.com/pulse/why-i-love-being-content-curator-cendrine-marrouat


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Cendrine Marrouat

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What B2B companies can learn from NASA - B2B News Network

From www.digitaljournal.com

For my latest assignment for B2B News Network, I had to dive into what NASA has been doing to build its online presence successfully. 


There are many things we can learn on a B2B and B2C standpoint.


Read the article at http://www.digitaljournal.com/b2bnn/2015/01/b2b-companies-can-learn-nasa/


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Cendrine Marrouat




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Think Before You Discount

From www.huffingtonpost.com

If there is something Ted Rubin does well, it's saying things like they are. He always as a way to remind us of what matters in this social media world.


In this new article published on the Huffington Post, Ted tackles the problem of constant discounts. He uses the example of Groupon to show that,


"While there is of course great value in catching an initial sale from an otherwise inactive shopper, the challenge shows up when we try to build an ongoing relationship with this "hot" lead. They will continue to expect these deep discounts, because they will see those discounted prices as the actual value of the product or service."


Of course, there is nothing wrong with occasional coupons and discounts. But they shouldn't be a frequent strategy. Otherwise, you will end up attracting the wrong customers.


Read the article at http://www.huffingtonpost.com/ted-rubin/think-before-you-discount_b_6283406.html


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Cendrine Marrouat

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Top 8 Brand Disasters of 2014

From www.inc.com

It's time to take a look at the way some major brands leveraged social media this year. As always, mistakes offer great takeaways for entrepreneurs, businesses owners, and marketers. 


List of brands: 


1. Walmart

2. Red Cross

3. Target

4. US Airways

5. Reynolds American

6. Market Basket 

7. American Apparel 

8. Malaysian Air


Apparently, big companies still use interns...


Read the article at http://www.inc.com/geoffrey-james/top-8-brand-disasters-of-2014.html


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Cendrine Marrouat

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5 Social Brands That Rock at Defying Best Practices

From www.brianhonigman.com

What this article proves is that best practices are nothing if you don't know who you are serving.


Brands mentioned:


- Denny's (Tumblr)

- TSA (Instagram)

- Zara (Facebook)

- Parks and Recreation (Twitter)

- Wisecrack (YouTube)


I would have loved to see case studies for Pinterest and Google+ too!


Read at http://www.brianhonigman.com/defiant-social-media/


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Cendrine Marrouat

5 Areas of Customer Insights You’re Missing

From www.steamfeed.com

Reading between the lines is one of the most beneficial things you can do for your business. 

For tip #1, I like using heatmaps. They are super useful to understand where someone stops reading.

For tip #2, I have found TweetDeck particularly useful. You can cover pretty much all the Twittersphere if you know how to do it well. 

Great article by Jeannie Walters. Read it at http://www.steamfeed.com/5-areas-customer-insights-youre-missing/


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Cendrine Marrouat

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Is Your Content Worth Sharing? Storytelling Techniques in Social Media - Kruse Control Inc

From www.krusecontrolinc.com

"Your brand is no longer what you tell customers it is. It’s what consumers tell each other it is." - Kathi Kruse

Elizabeth Alfaro's curator insight, October 17, 2014 11:34 AM

You have to educate people step-by-step both in your product and the experience they’ll receive when they buy.