The Marketing Companion (social media marketing)

Hosts Mark Schaefer and Tom Webster explore three uncomfortable topics: How greed and algorithms are combining to hurt our children and our customers. 2) Evidence that a popular content marketing strategy is not working and 3) how social media is being used to create these watershed moments like the Weinstein case. They also introduce "Nipsey" the Marketing Companion smart speaker system!

Direct download: NIPSY.mp3
Category:Social Media Marketing -- posted at: 5:51pm EST

Humor is one the most effective marketing tactics but always a tricky strategy. In this episode, the hosts interview humorist and marketing expert Tom Fishburne (The Marketoonist) who explores the process and pitfalls of adding humor into a marketing campaign. And Mark and Tom have the first Marketing Companion joke-off.

Direct download: Humour.mp3
Category:Social Media Marketing -- posted at: 6:05pm EST

Marketing insight isn't going to come from looking at the same data and statistics the whole market can see. Exploring lessons from Tom Webster's new speech, the Marketing Companion hosts connect the dots to show why the focus should be on small data, why the end of personas is near, and why content marketing has become "pay to play.

Direct download: Lazy.mp3
Category:Social Media Marketing -- posted at: 5:45am EST

Scott Monty takes the helm as co-host with Mark Schaefer as he explains the strategy and practice behind his industry-dominating curated newsletter. This episode also marks the beginning of the Webster Resistance Movement.

Direct download: Marketing_dominance.mp3
Category:Social Media Marketing -- posted at: 6:48am EST

In this episode hosts Mark Schaefer and Tom Webster review all-new talks they delivered at Content Marketing World: Content marketing lessons from the world of politics and how the future of corporate branding may be personal branding. And then of course you won't want to miss the Burt Bacharach tribute ...

Direct download: TMC_New.mp3
Category:Social Media Marketing -- posted at: 9:33am EST

It seems like everywhere you look the news is bad for the ad industry. In just the last few weeks, the news has reported ...

  • The stock value for many large agencies is in decline as company billings fall.
  • Traditional ad impressions are down almost everywhere as newspapers, radio, and magazines struggle to survive.
  • Many of their customers -- the big CPG brands -- are cutting ad spending as their most valuable products struggle to be relevant to today's digital consumers.
  • Ad blocking continues to rise in developed nations (Ad Age called it an "apocalypse")
  • Many companies are bringing the rising areas of influence and content marketing in-house to save costs and maintain direct relationships.

Like I said ... a mess. What's the future of Madison Avenue and how does it turn things around in this rapidly changing world? That would be a fun discussion to have ... which is exactly what Tom Webster and I do in this new episode of The Marketing Companion. You won't want to miss this scintillating analysis!

Resource mentioned in this episode WSJ article on advertising decine Please support our extraordinary sponsors. Our content is free because of their generosity. Many thanks to our friend Scott Monty for the awesome show intro.

Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

The results don’t lie: Typeform has a 57% completion rate on surveys, against the industry average of 20% (according to Survey Gizmo). The difference? Typeform’s one-question-at-a-time interface creates a memorable user experience. Use images, animated GIFs, and even video to express yourself more fully. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. Remember: What you ask matters. How you ask is everything. Go to Typeform.com/companion to receive a special 30 percent off discount for our podcast fans!

Between 30 percent and 50 percent of your online visitors use your website's search function. But analysis proves that customers rarely see the precise content that leads to a sale. Why leave this conversion opportunity to chance?

Deliver search results that create sales conversions by deploying the powerful machine learning intelligence of Site Search Inspector from SoloSegment. Site Search Inspector can be set up quickly and continuously "learns" how to improve your search conversions.

Visit the SoloSegment discount page to get 10 percent off your order for Marketing Companion fans!

Direct download: 112.mp3
Category:Social Media Marketing -- posted at: 3:03pm EST

In this very personal episode of The Marketing Companion, hosts Mark Schaefer and Tom Webster reveal their own best marketing successes and failures. Learn why desperation may be a key to success, how money is made in the margins, and why a dial-up internet connection destroyed a great business. Mark and Tom also announce plans for the first human-powered self-driving vehicle!

Direct download: Personal_marketing_successes_and_failures.mp3
Category:Social Media Marketing -- posted at: 11:45am EST

Starting a new social network is a perilous prospect. The battlefield is littered with companies that had big ideas and little results ...

  • Meerkat
  • Ello
  • Path
  • Google+

It's a tricky business. A new social platform needs to solve a unique customer problem or find an under-served niche and then avoid assassination by Facebook (by having intellectual property and a huge war chest to protect it).

It has been so difficult breaking into the pantheon of elite social networks that in the past five years there has only been one new entry (Snapchat) that is attracting significant advertising dollars.

Until now.

Amazon Spark is news

This month Amazon launched its own social network, Spark. Amazon Spark is available through the mobile app and is sort of a mash-up of Instagram and Yelp. And I think it's going to be a hit for several reasons.

It passes the Schaefer sniff test: It occupies a unique niche and Amazon has the war chest to do it right. Also, unlike Google, which seems to use its best customers as guinea pigs as it tries to "fail fast," Amazon is more methodical. When it introduces something new, it is usually done right.

Another reason I think this is going to work is because it is addictive. Since you get to tailor your experience, you only see posts about products that will delight you. It's like flipping through an Instagram account of awesome products and how people are using them.

It's early days. Will it work? Who knows, but as a marketer, I am certainly paying attention to ANY significant new effort from Amazon and I think this is a winner.

And there's more.

In our new episode of The Marketing Companion, Tom Webster and I discuss this new social network and more. We also get into:

  • Projections of augmented reality dominance
  • YouTube versus Netflix in the video wars
  • Lessons in customer service (or the lack of it)

Also, Tom and I experiment with "Chipmunk Speed." You'll have to hear it to believe it. You won't want to miss this!

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

The results don’t lie: Typeform has a 57% completion rate on surveys, against the industry average of 20% (according to Survey Gizmo). The difference? Typeform’s one-question-at-a-time interface creates a memorable user experience. Use images, animated GIFs, and even video to express yourself more fully. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. Remember: What you ask matters. How you ask is everything. Go to Typeform.com/companion to receive a special 30 percent off discount for our podcast fans!

CoSchedule is the world’s number one marketing calendar utility, used by more than 8,000 companies. The application allows users to build out their entire marketing strategy from one master calendar, collaborate with their teams, and streamline their entire execution process in one place. CoSchedule is the web’s most popular marketing calendar and the fastest growing startup in North Dakota. Ranked as the best business tool built by a startup on Entrepreneur.com. Get your Marketing Companion 30-day free trial by heading to www.coschedule.com/marketing-companion.

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers, and outreach, content research and planning, and competitor research. It is an indispensable application for content research, analysis and SEO. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Direct download: Amazons_new_social_network.mp3
Category:Social Media Marketing -- posted at: 2:00am EST

Google search goes away?

You might think this title is ridiculous. Maybe even sensational. But traditional web search is changing dramatically and it's a real concern for marketers and traditional SEO. Let me explain ... As consumers, we depend on a reliable list of products and references from Google to get through our daily lives, find the right dress, or answer a question in an argument. Google now processes 40,000 search inquiries every second of the day! On the business side, we want to be the answer. This is the heart of the digital marketing battle -- Whether organic or paid, we want to be at the top of the search results. This is the penultimate goal of content marketing - to earn our way to the top of that list of Google content recommendations. But what if there was no longer a list of results? What if there was just one answer ... And it wasn't coming from Google.

The new way to search emerges

In 2015, voice search went from a statistical zero to 10 percent of all search results and ComScore estimates that by 2020, 50 percent of all searches will be by voice. While it won’t likely replace existing screen-based search, voice search is already enough of a factor that businesses need to understand strategies for being found this way. And a significant portion of those strategies will be new: No one I know of really has an existing SEO strategy for Siri! As evidenced by a new Smart Audio Report from Edison Research and NPR, smart speakers are becoming part of our daily lives, and at least at this point, the winner is Amazon Echo (better known as "Alexa.") Google has its "Home" product and Microsoft, Apple and other companies will have serious entries soon, but the biggest beneficiary of the boom in voice-controlled personal assistants and search has been Amazon.

An indispensable voice

This new home appliance is having an increasing impact in people's lives. Developing a "voice search skill" is like learning to type with your thumbs five years ago. Smart speakers are becoming part of the fabric of our lives:

  • 65% of smart speaker owners indicate they would not want to go back to life before getting their devices, and 42% say their device is now “essential” to their everyday life.
  • 70% of smart speaker owners say they are listening to more audio at home since acquiring their device – across news/talk, podcasts, audiobooks and music.
  • Among smart speaker owners, 45% expect to purchase another device – and, of the non-owners surveyed, more than half say they are likely to purchase their first smart speaker in the next six months.

Another important finding is that smart speaker owners are using the devices to manage their homes. Owners who make their home “smart” say they most often connect smart speakers to control home lighting, the thermostat, home security systems, and outdoor lighting and sprinklers.

Smart speakers are also particularly appealing to parents. Eight-in-ten parents say these devices have made it easier to entertain their children.

The economic on-ramp

From a marketing standpoint, the idea that fascinates me is that increasingly, these speaker will be the "economic on-ramp" for commerce, as Google search is now. However, Amazon will try to direct you to the Amazon eco-system and Apple will try to keep you in the Apple eco-system. This is where the real battleground will be. Who will "own" or partner with the Wal-Mart eco-system? Will we choose a car in the future due to the brand of smart speaker we like best? Will one part of our home be controlled by Google, another part by Amazon, while an Apple device plays out TV and music? What IS the strategy when Google search becomes less important, at least as we now know it? It makes for a fascinating discussion ... and in fact Tom Webster and I had one on a new episode of The Marketing Companion podcast. You won't want to miss this debate! Please support our extraordinary sponsors. Our content is free because of their generosity. Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available
 
The results don’t lie: Typeform has a 57% completion rate on surveys, against the industry average of 20% (according to Survey Gizmo). The difference? Typeform’s one-question-at-a-time interface creates a memorable user experience. Use images, animated GIFs, and even video to express yourself more fully. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. Remember: What you ask matters. How you ask is everything. Go to Typeform.com/companion to receive a special 30 percent off discount for our podcast fans!
 
CoSchedule is the world’s number one marketing calendar utility, used by more than 8,000 companies. The application allows users to build out their entire marketing strategy from one master calendar, collaborate with their teams, and streamline their entire execution process in one place. CoSchedule is the web’s most popular marketing calendar and the fastest growing startup in North Dakota. Ranked as the best business tool built by a startup on Entrepreneur.com. Get your Marketing Companion 30-day free trial by heading to www.coschedule.com/marketing-companion.
 
BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers, and outreach, content research and planning, and competitor research. It is an indispensable application for content research, analysis and SEO. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!
Direct download: A_new_marketing_channel_emerges.mp3
Category:Social Media Marketing -- posted at: 3:37am EST

Back in 2010, I wrote one of the most fun and fascinating blog posts of my life. A new trend was coming into view, led by a company called Klout. By analyzing millions of bits of social media data and the reactions the posts caused, the company proclaimed it could estimate your social media influence. At the time, it was a revolutionary idea. My post, which projected some of the implications of such an application, seemed to rock the social media world. It was shared more than 2,000 times and attracted hundred of comments, many of them harshly critical of this company and their bold claims. People lamented that they didn't want to be ranked and rated and that their social media presence was not something that could be assessed and dissected.

But there was something there ...

But I disagreed. I was intrigued by the idea. Using big data and algorithms to judge social media effectiveness made sense. Klout was a blunt instrument ... but it was also a start-up that I thought I was on to something. And, believe it or not, I was about the only blogger out there who did! I saw a huge potential in what I called at that time "social scoring." The term did not catch on, but Klout did, a forerunner to the many sophisticated social media influence measurement systems in the marketplace today. A few months after I wrote the post, I had a chance to meet the company's founder, Joe Fernandez, at SXSW. Joe was taking a tremendous amount of heat from the social media analysts and bloggers ... but I also learned that he receiving a lot of traction with some of the biggest brands in the world. Despite the fury in the world of bloggers, his idea was catching on. with corporate marketers. This was a new way to actually discover the passionate product advocates in the world, those who were gaining massive audiences through their independent content creation.

The cusp of a revolution

The world of power and influence was being flipped on its head. The traditional media editors and executives in the corner offices weren't calling the shots like they used to.  We were on the cusp of a marketing revolution, led by anyone willing to step up and let their voice become heard through blogs, videos, and podcasts. Most exciting to me, companies were actually enacting the first influencer marketing programs -- and seeing amazing results. While the social media world was pounding Klout, the critics were missing the bigger picture, the entire new influence trend! A frenzy was building to connect with these new media stars. Eventually my early interest in influence marketing helped me land a book contract to write Return On Influence, the first book on the subject of social influence marketing. The book came out in 2012 and at the end of the book I predicted that within two years this would become a mainstream marketing channel. And, it has.

The rise of influencer marketing

Five years later, I jumped at the chance to help Traackr, a frontrunner in the influence measurement space, to create a new piece of research aimed at determining the state of the art of the field from a B2B perspective. I interviewed leaders from Dell, Microsoft, Intel, Samsung and many other companies and discovered that the channel was maturing, and becoming quite sophisticated compared to those early days. In fact, today influencer relations is on par with how companies interact with the press or industry analysts. This marketing revolution became a fascinating podcast discussion with Tom Webster and I'm sure you'll love this episode.

Please support our extraordinary sponsors. Our content is free because of their generosity. Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

The results don’t lie: Typeform has a 57% completion rate on surveys, against the industry average of 20% (according to Survey Gizmo). The difference? Typeform’s one-question-at-a-time interface creates a memorable user experience. Use images, animated GIFs, and even video to express yourself more fully. And Typform integrates with your favorite tools including Google Sheets, MailChimp, Airtable, and hundreds more. Remember: What you ask matters. How you ask is everything. Go to Typeform.com/companion to receive a special 30 percent off discount for our podcast fans!

CoSchedule is the world’s number one marketing calendar utility, used by more than 8,000 companies. The application allows users to build out their entire marketing strategy from one master calendar, collaborate with their teams, and streamline their entire execution process in one place. CoSchedule is the web’s most popular marketing calendar and the fastest growing startup in North Dakota. Ranked as the best business tool built by a startup on Entrepreneur.com. Get your Marketing Companion 30-day free trial by heading to www.coschedule.com/marketing-companion.

BuzzSumo is the world’s best way to discover, analyze and amplify your content. Run over to BuzzSumo today for a 14 day free trial. Beyond data, BuzzSumo offers priceless insights into content discovery, monitoring, influencers, and outreach, content research and planning, and competitor research. It is an indispensable application for content research, analysis and SEO. Find out why so many Marketing Companion fans are now hooked on Buzzsumo. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

Direct download: Influencer_Marketing_grows_up.mp3
Category:Social Media Marketing -- posted at: 2:35pm EST