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Hootsuite founder and CEO, Ryan Holmes, dishes on why social media is not just important for brands, but for the heads of the brands as well. When it comes to marketing, social media is often discussed as a channel directive. It is a channel marketers need to cultivate an audience on, and can be used to humanize their brand to an extent. Social—especially in the age of Trump—is now often a medium where brands must defend themselves against major scandals. But we rarely bring CEOs into the marketing/social media mix.Ryan Holmes, founder and CEO of Hootsuite, spoke with us in the latest DMN One on One podcast. We caught up with Holmes a few days before the release of his latest book, "The 4 Billion Dollar Tweet." Here's our conversation on how CEOs can, and why they should, get savvy with social media....
We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online reviews for your business. So let's just assume you're sold on the benefits of having a bunch of people tout how awesome you are on the web.
That being said, it's not safe to assume we all know exactly where in the wide world of the web we can point those well wishers when they want to sing our praises. I mean, we might all be able to rattle off one or two sites ("Yelp! And I think you can get them to show up in Google Maps, too?"), but we don't exactly have a laundry list of options at our disposal.
Check out our list of the best product review websites for B2B and B2C companies. Keep in mind that every industry has niche sites, too. For instance, those in the restaurant industry may want to be on UrbanSpoon. This blog post won't get into sites that are specific to one industry, but it will provide review sites that apply to businesses in almost any industry....
Two years ago Savannah Peterson worked as the head of marketing for a design firm in Silicon Valley. She was introduced to a company making a newfangled photo device. The gadget, called Instacube, ...
Instacube launched a Kickstarter campaign in August of 2012 with the promise of a March 2013 ship date. The Internet fell in love with Instacube, and the device raised nearly three times what it sought. Cut to March of 2014 and not one Instacube has been shipped. Today, at a one-on-one interview at South by Southwest, Peterson told her story....
It worked. Peterson was able to wrangle an article by Engadget, and from there the dominoes fell. Instacube was on CNET, Mashable, and TechCrunch. The campaign had intended to raise $250,000. Within the first 24 hours it had secured more than $100,000. By campaign’s end D2M had raked in $621,049.
Then D2M had to build it. This is where things begin to fall apart. The March 2013 deadline came and went and zero devices had been shipped. Backers, understandably, became impatient....
What company do customers feel most connected to emotionally?Apple? Nope. Amazon? Sorry. It must be Nordstrom then, right? Not even close.
To find the company that has the strongest emotional connection with customers, you have to leave the consumer world behind. Blows your mind, doesn’t it?
According to new research from Google and the CEB, customers are more emotionally connected to B-to-B brands, and it’s not even close. The company customers say that they are most emotionally connected to is…Cisco.
Why? Well, it’s about understanding risk. The more risk involved with a purchase decision, the higher the likelihood of an emotional connection. Increase the variables related to risk (e.g., losing a job, wasting corporate investments), and you have the ingredients for an emotionally involved buyer. Personal risks peak when others are counting on you to make the right decision and the stakes are highest....
When debate around sheryl sandberg's 'lean in' took a negative turn, agency sparks and honey urged client to scrap key theme of upcoming effort.
When Facebook COO Sheryl Sandberg's modern feminist manifesto "Lean In" ignited negativity, Hyatt was forced to pull the plug on a main element of its content marketing strategy, months in the works. The quick decision was based on numbers as much as gut instinct. Hyatt's agency Sparks and Honey was monitoring digital discussions surrounding a theme the young Omnicom shop had determined was a good one for the hotel chain to hook to its brand: "women having it all."
"They called me up to say it's getting a little bit dark in that space," said Dan Moriarty, director of digital strategy for Hyatt, who said the firm originally intended to include the concept of women having it all as one of the trends around which it planned to build a campaign aimed at career-minded women.
When, about two days before the activation was planned to start, Sparks and Honey showed Hyatt it had tracked 80-some negative reactions to Sandberg's book, the partners decided to scrap the theme, despite three months of planning.
Instead, they replaced it with "travel hacks," or digital tools for making the most of travel. Other trends that Sparks and Honey had isolated as appropriate to align with Hyatt this spring were also relatively innocuous: among them yoga and meditation, getting a good night's sleep and maintaining rituals while traveling....
The best overall brands in health and beauty, and food and beverage categories are Crest, Gillette, and Dove; and Kellogg, Heinz, and Kraft, respectively, according to a pair of new Forrester rankings based on online surveys this year of 4,500 adults. The Boston-based market research firm argues that brand health comes from the extent to which it is trusted, remarkable, unmistakable, and essential. If you turn that into an acronym, you get Forrester's TRUE formula for brand equity....
An anonymous startup founder has created a Tumblr blog called "My Startup has 30 Days to Live."We found the blog thanks to a tweet from Monty Munford.On the site, the startup founder says : "Through a series of unfortunate events, I took a bootstrapped (and profitable) startup onto the VC rocket ship. Now it's crashing into the ground. Hard."...
Learn why P&G adopting digital is a battle that's going nowhere... ...When I wrote about their layoffs last year, I cautioned P&G (because they were obviously reading my blog article) that: - Digital media is not free - Not all advertising is inherently bad - Not all digital advertising is inherently effective. Apparently, the words of warning did not resonate. This week, Business Insider reported that CEO Bob McDonald actually ended up cutting 6,250 jobs as part of his cost-savings program -- so my 1,600 figure last year fell short of reality -- and that part of that program included "using more social media like Facebook and Google, which deliver 'free' ad impressions."...
With business priorities you manage, how important are online reviews, really, for you? Answer: Very. The stats very clearly show why.... You know generally that reviews are important for your business, and you may even know that they are becoming more imperative every day. But with all the day-to-day business priorities you manage, how important are they, really, for you? Answer: A lot. A great infographic just came out on this topic with some great statistics to share here. Depending on how your reviews currently stack up, some of these numbers are good and some are bad, but all are noteworthy: - 75% of reviews posted on review websites are positive. - 95% of unhappy customers will return to your business if an issue is resolved quickly and efficiently. - 71% agree that consumer reviews make them more comfortable that they are buying the right product/service - 70% of people consult reviews/ratings before purchasing....
By all appearances, Deron Williams has enjoyed the trappings of life as an NBA superstar. He has a five-year deal with the Nets worth $99 million. He spent his summer hobnobbing with fellow Olympians in London, where he helped Team USA win gold. In New York, companies looking to hawk everything from telephones to energy drinks have lined up to throw money at him, hoping to sign him as a celebrity pitchman. And lest we forget, he's friends with Jay-Z. For most human beings, this would be enough. Not Williams, whose wide-ranging list of accomplishments and assets includes something extraordinary, unique even among pro athletes: He employs his own team of beat writers. Their mission? Spread the gospel of D-Will on his website, DeronWilliams.com.... [Social media smarts from NBA Nets Deron Williams and how his team does it ~ Jeff]
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In Trump We Trust — .com, that is.
Not your politics? Maybe check out ThrowOutTrump.com.
Actually, they're both empty websites, what you call parked domain names: bought and paid for, but not used.
More interesting is that they both belong to the same guy — Donald J. Trump.
A big hat tip to CNN, which had the idea to search for all websites registered by the Trump Organization and came back with a list of more than 3,000 — all the way back to the original DonaldJTrump.com, registered in 1997....
No, we're not talking about Apple or Amazon or Big Data or the Marketing Cloud or Programmatic Buying.
Chevy’s Rikk Wilde “looked down at his notes often, spoke haltingly and explained to the pitcher that he'd like the Colorado” —Marketing Daily’s Karl Greenberg has the skinny today on its new “inner truck guy” conventional campaign — “because it has ‘class-winning and leading, you know, technology and stuff,’” James R. Healey reports in USA Today.
“The nervous Wilde was assured this morning he still has a job,” Greg Gardner and Alisa Priddle reported in the Detroit Free Press last evening. “And in fact he appears to have garnered millions in free publicity for the Chevrolet brand, which has received at least $2.4 million in media exposure from the unconventional presentation, according to Front Row Analytics. Bloomberg reports that is six times more than the $392,000 it would have brought in with a more polished performance.
”It did not take long for #technologyandstuff to pop up on Twitter with GM president North America Mark Reuss (@GMdudeinNA posting, “It's what I've been saying for years.....#technologyandstuff,” Gardner and Priddle report....
A new study from social software provider Lithium reveals 53 percent of consumers expect a brand to respond to a tweet within an hour. That number jumps to 72 percent of consumers expecting a response if the tweet is a complaint about the brand or its products.
Lithium commissioned Millward Brown Digital to conduct the study evaluating consumer expectations when interacting with brands on Twitter. Surveying 501 respondents who claimed they actively engaged with businesses on Twitter, the study found a brand’s response time to tweets can significantly impact the brand’s overall reputation.
When asked how quickly a response is expected from a brand on Twitter, 65 percent of the survey participants said they want a response in two hours time or less, with 20 percent expecting a response in 30 minutes or less....
...If you read the profiles of many of the heads of customer service on LinkedIn (or the service areas of their company’s websites), you might be forgiven for concluding that they were almost all focused on the lofty goals of “exceeding customer expectations” and/or “creating customer delight”. Maybe your organisation claims the same.
But ground-breaking recent research by the CEB (the organisation that brought you “The Challenger Sale”) makes a strong case for all this talk of delighting customers being a stupid and – for almost every company on the planet bar a few shining stars – ultimately unprofitable strategy. As anyone who has had cause to phone O2’s customer service line (note: other mobile phone companies offer an equally awful experience) will recognise, I think most of us would be prepared to sacrifice the occasional opportunity to have a truly “wow” experience in return for not ever having to suffer any more of the much more common “doh!’ experiences....
What do you do when you have a problem with a brand’s product or service?You go online, right?
You’re not alone. Close to six in ten (57 percent) of customers search for a solution online before taking any further action, and they’re increasingly reaching for a brand’s social media outposts. Almost half of social media users (47 percent) have received customer care on a channel such as Twitter or Facebook, and 37 percent now prefer customer service through social media rather than by telephone.
But brands still have work to do. While 80 percent of Twitter users expect a response to a consumer service enquiry within a day, just 40 percent of tweets to the 25 largest online retailers are answered within 24 hours, and many are ignored altogether....
U.S. consumers have fallen out of love with tech giants Apple and Google, according to recent market research by YouGov BrandIndex.The two companies have fallen off the top ten list of best-perceived brands in 2013. Google was listed at number 10 in the second half of 2012, while Apple had already dropped.
However, it doesn't seem to be technology the public has lost interest in: Amazon made two appearances in the list with its Kindle e-reader brand at number nine and Amazon, which took out the top spot for online retailing, came in at number two out of all brands....
Klout hunter or not, here are 10 social sites that can build the brand called you. Get the insights and tips from this handy infographic.... You have probably noticed how people get their intel about you before they are going to meet you? Right, via social media. How to fuel the brand called you with social media? In the age of the internet Google search results, Facebook and LinkedIn are creating the first impression about you.
Owner Samy threatens diner after 90 min wait for pizza" You're about to witness one of the biggest social media meltdowns and PR fails in the short recorded history of the Internet. The big question is was it all a staged publicity stunt? It all happened on the season finale of chef Gordon Ramsay's Kitchen Nightmares.
...Organizations such as Intel are beginning to look and operate more like media companies. They’re evaluating topics and trends in real-time and creating a brand narrative across multiple networks, a transition that doesn’t happen overnight. It takes a lot of content to fuel that many channels–and a dedicated team to manage the ideation, creation, and analysis of that content. More importantly, it takes a lot of quality content to generate engagement with audiences across continents and timezones, and for Intel engagement is a key metric. In fact, Intel conducted a study benchmarking the Facebook engagement rates of other brands similar to Intel in size and standing. They found–much to their delight–that Intel came out on top with higher levels of engagement than any of the other brands. Intel also discovered that organic engagement (vs. paid) had steadily increased over time, confirming the right content is hitting the right audience. But how does Intel come up with the “right” content, then find the “right” audience? What are they doing differently than those other brands?...
It's safe to say that at the height of Groupon's popularity, almost everyone, even Google, bought into the hype. Trouble is, you can't build a successful business on hype. Somewhere, someone at Google was smiling last week as Groupon’s stock fell 30 percent to it’s lowest price since IPO — below $3. But it only takes a quick review of Groupon’s business model to make you scratch your head and wonder what that someone smiling was thinking when Google offered to buy Groupon in late 2010 for $6 billion. It’s safe to say that at the height of Groupon’s popularity, almost everyone, even Google, bought into the hype. Trouble is, you can’t build a successful business on hype. Long-term growth requires an actual investment in something much more tangible — your customers.... [Another valuable dotcom lesson ~ Jeff]
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Hootsuite founder and CEO, Ryan Holmes, dishes on why social media is not just important for brands, but for the heads of the brands as well. PS, it's not just because POTUS does it. Badly, LOL.