The Marketing Companion

marketing mix A number of news items coalesced recently and made me wonder ... what is the true role of social media in the marketing mix today? How has it changed? Is it really about connection? Is it still a way to engage with customers? Or, has it been so overrun by agencies and programmed content that it is little more than advertising? Maybe you have been wondering the same thing? This is such a vital topic that Tom Webster and I decided to tackle this on the latest edition of The Marketing Companion. Have you listened to our podcast yet? If not, please give it a try. We always aim to deliver entertaining and thought ideas to help you through the latest marketing trends and you might have some fun along the way, too. In this edition, we explore:

  • The time element --- social media versus advertising
  • Estimating the sales power of social media
  • Weak links versus strong links and how this converts to sales
  • The correlation between share of conversation and market share
  • Social media at the top of the sales cycle and at the end of it
  • Is social media more like advertising or marketing?
  • A case study illustrating the impression power of social media
  • How will social media platforms re-invent themselves to ignite a "wow factor?"

Yes, we covered a lot of ground in just 30 minutes! Are you ready to give this a listen?

Resources mentioned in this podcast:

The Full Facts Book of Cold Reading: A Comprehensive Guide to the Most Persuasive Psychological Manipulation Technique in the World

Age of Context: Mobile, Sensors, Data and the Future of Privacy

Content Shock: Why content marketing is not a sustainable strategy

The results are in: A case study of social influence

Posts about Esurance Super Bowl ads referenced to in the podcast

Why the little guy won marketing's biggest prize

The missing link between awareness and action

The mind-boggling lunacy of people who were impressed with Esurance's Super Bowl ad

Direct download: TMC.18.mp3
Category:Social Media Marketing -- posted at: 3:00pm EDT

incorporating public speaking into your marketing mix

Over the past decade, companies and executives have re-discovered the power of incorporating public speaking into the marketing mix. Some of the advantages include:

  • Creating high-quality content that can be leveraged in many places
  • Cost-effective way to reach a targeted audience with a message
  • Good PR opportunities.
  • Building a personal brand that also can accentuate a product and company brand (think of Richard Branson)
  • Leveraging a position of personal thought leadership to promote a company

This growing trend has impacted marketing strategies and transformed the professional speaking industry. One speaker told me that it is more difficult getting high-level paying engagements now because so many companies are willing to offer their executives as speakers for free. This opportunity is not often evaluated in terms of marketing strategy so Tom Webster and I thought it would be an ideal topic for our latest edition of The Marketing Companion podcast. We had a lot of fun on this episode and begin by rolling out a new content marketing "product" that includes "Breaking Bieber." You have to hear it to believe it! But we also roll up our sleeves and get into a discussion full of tips on how you can be more effective in adding public speaking to your marketing mix:

  • Ideas on how to be a more effective and entertaining presenter
  • Structuring your speech for maximum impact
  • Overcoming nerves -- The introvert's guide to public speaking
  • Rule the slides -- Keys to preparation
  • Is your speech intellectual property that needs to be protected or do you want it to go viral?
  • Leveraging speaking-related content in other marketing formats

Are you ready to rumble? Of course you are!  

Folks mentioned in this podcast:

Mitch Joel

Tom Martin

Tamsen Webster

Direct download: TMC.17.mp3
Category:Social Media Marketing -- posted at: 10:53pm EDT

1