The Marketing Companion (social media marketing)

facebook marketing Have you figured out Facebook marketing? What if I told you that organic reach is GOING UP for many businesses in 2015? Impossible you say? Well, then you will need to catch up with our new episode of The Marketing Companion where we discuss the "secondary advertising ripple" and how it's creating new complexity for companies trying to figure out what's happening on their Facebook page. But wait! There's more! Some of the other ripped from the headlines topics on this episode include:

  • A discussion on new data on how an increase in negative feedback can actually be a positive for some businesses that are increasingly turning to Facebook as a customer service channel.
  • 1 billion people logged into Facebook on a single day last month. We discuss Facebook as a sociological driver of community and connection. Or, are they just in it for the money?
  • Blab -- Meerkat killer or just another app in the line of streaming video innovation? I like it a lot, but Tom has some reservations about using this technology for marketing purposes. Bottom line: Live is hard.
  • A live Blab for Mark and Tom and our loyal listeners? Yes, it is going to happen.
  • The latest innovation from The Marketing Companion laboratories: Mashley Addison.

With no further delay, let's dive in shall we? Resources mentioned in this episode The worst song in history - Escape: The Pina Colada Song AgoraPulse The End of History and the Last Man Blab Kerry Gorgone's post on the legal issues with live video streaming

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

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.57.mp3
Category:Social Media Marketing -- posted at: 2:33pm EDT

call it quits The entrepreneurial spirit was strong in me, even at an early age. I always had some gig going. I sold Christmas cards door-to-door. I raked leaves and cut grass. I watched kids and dogs. I did anything I could to make a buck. But my first entrepreneurial venture was also my shortest one and it occurred when I was five years old. That's right. I started my first business before I entered the first grade!

My family home at that time was at the intersection of two busy streets. When people stopped at this corner from any direction, they would throw their cigarette butts out the window. I noticed that most of these butts still had a lot of tobacco in them. So my idea was to unwrap the used cigarettes, recover the unused tobacco and sell it. Now, in hindsight, that is a pretty gross business. But for a five-year-old kid, this was a vision of money falling from heaven.

Of course when my mother found out what I was doing she made me stop right away (and take a bath). My first start-up literally went down the drain at that moment. Which brings me to today's topic. If you have an idea you love, and you're driving a new business as hard as you can, how do you know when it's time to finally call it quits? Probably one of the hardest moments in your life, right? My Marketing Companion co-host Tom Webster and I have both had to give up on start-up businesses and decided to devote some time to discuss ... when is it time to call it quits?

  • Is the biggest problem quitting early or quitting too late?
  • A discussion of the number one reason for new business failures
  • Following your heart versus your head - the chronic entrepreneurial failure
  • The pervasive and mythological legend of entrepreneurship in America
  • Why "intrapreneurial" efforts are so difficult
  • The rise of the entrepreneurial unicorn

And as an added bonus, Tom and I review the worst mobile apps of 2015. You won't want to miss this episode! Resources mentioned in this podcast Failure of Zirtual Innovation and Entrepreneurship by Peter Drucker Clay Hebert Chris Brogan's podcast

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

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.56.mp3
Category:Social Media Marketing -- posted at: 3:00pm EDT

advocate marketing Advocate marketing is getting a bit ... prickly. While there are undoubtedly some wonderful programs out there, and many brands are doing it well, there is a rising tide of weird stuff going on in the influencer space, as we explore on the latest episode of The Marketing Companion. The ability for anybody to publish content and gain an active audience has transformed the media world and democratized influence. Many companies are becoming aaware of these "citizen influencers" and how they might be impacting the attitudes and buying behaviors of a target audience. Connecting to these trusted influencers and advocates and their engaged audience can provide an effective and rapid opportunity for content transmission. In this edition of our Internet radio show, Tom Webster and I crack open a case of advocate marketing topics such as:

  • How companies are gaming influence and cheating brands blind.
  • The advantages of advocate marketing
  • Influence marketing done right -- What make an effective campaign?
  • Examples of brands using influencers to successfully connect to new audiences and new platforms
  • Why influence marketing is becoming a gamble
  • The burned-out influencer
  • Becoming a human NASCAR jacket
  • Authentic Advocacy versus celebrity endorsement
  • The model for influence marketing, Bethany Mota

Pretty amazing discussion, right? Let's do this thing! Resources mentioned in this podcast The book on influence marketing, Return On Influence Crowdly The book The Content Code: Six essential strategies to ignite your content, your marketing, and your business Augustine Fou's Slideshare channel on ad corruption New York Times article on why brands and influencers are getting picky

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

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.55.mp3
Category:Social Media Marketing -- posted at: 6:15pm EDT

real time marketing Real-time marketing is one of the hottest trends around, prompting entirely new agency specialists and tactics in the last few years. But it has also proved to be disastrous for several brands and the trend might even be losing some steam. This is an issue for rich discussion on the latest Marketing Companion podcast and, in fact, Tom Webster and I disagree on the promise and potential of this marketing trend. In our latest episode we discuss ...

  • Are brands still holding onto old business models because real-time marketing is disruptive
  • How real-time marketing (like the Oreo moment) might be "extraordinarily dangerous" for brands -- why Tom thinks it is "improv advertising," and why I think it is something more.
  • Can you sustain "clever" as a strategy? When companies like DiGiorno issue tweets that backfire, is brand value erased?
  • Can real-time be successful when it creates provocations that lead to awareness and conversations?
  • Why a company's organizational structure may determine whether "real time" works.
  • Is real-time marketing a tactic or a strategy?
  • Brands responding to each other on Twitter -- effective moments, or brands pleasuring each other?
  • Seasonal Advertising Disorder -- latching on to weird trends to make a brand relevant
  • Is real-time marketing about an ad or a relationship? Does this trend help describe why marketing business is coming back in-house?

Are you ready for this? Let's go!

Important resources mentioned in this episode:

PR News article on real-time marketing A discussion on several real-time marketing movements, including DiGiorno Pizza Jerry Seinfeld's Pop-Tart joke Post on bringing marketing work inside

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

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.54.mp3
Category:Social Media Marketing -- posted at: 7:40pm EDT

In this era of complex and overwhelming information density innovation will rule as brands find ways to cut through the clutter. In terms of leading content innovation, there is no better leader to observe than Jay Baer of Convince and Convert. Two years ago I would have introduced Jay as a blogger but that is not nearly sufficient enough to describe America's foremost new media mogul. In the past 24 months Baer has introduced rapid short-form videos, a new curated content property, five new podcasts and flurry of new publishing innovations on channels like LinkedIn and Facebook. In this amazing episode of The Marketing Companion, Jay was my pinch-hit co-host and we cover vital content marketing topics such as:

  • Why video rules as a content form and the demographic change driving growth in this channel.
  • How to maintain a cost-effective content creation strategy
  • The myth of audience overlap
  • Why Jay has launched seven podcasts and his monetization strategy
  • Why curation has opened up a new customer connection
  • The content strategy pivot that was "scary" for Jay
  • Thinking through a content "funnel" for your business
  • The future of content marketing strategy
  • The platform changes that are forcing "liquidity" in marketing strategy

Fasten your seatbelt. Here we go ... Important resources mentioned in this episode: Jay Today video series Convince and Convert podcast programs Blog and Definitive newsletter Mark's post on Facebook and content distribution strategy

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

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.53.mp3
Category:Social Media Marketing -- posted at: 6:34pm EDT

truth If you read through one piece of research this year it might just be a new report from the University of Pennsylvania on marketers, consumers, and privacy. The research is important not just for its surprising revelations about privacy but also for its unapologetic scolding of the way marketers have been mis-leading their customers. The new Annenberg survey results indicate that marketers are misrepresenting a large majority of Americans by claiming that Americans willingly provide personal information as a tradeoff for benefits they receive. To the contrary, the survey reveals most Americans do not agree that "data for discounts" is fair. The researchers say that Americans are resigned to giving up their data -- and that is why many appear to be engaging in tradeoffs. Americans believe it is "futile" to manage what companies can learn about them.

Getting furious with marketers

The study reveals that more than half do not want to lose control over their information but also believe this loss of control has already happened. By misrepresenting the American people and championing the tradeoff argument, marketers give policymakers false justifications for allowing the collection and use of all kinds of consumer data often in ways that the public find objectionable. The researchers write that the futility they found, combined with a broad public fear about what companies can do with the data, portends serious difficulties for the institution of consumer commerce. This remarkable study provided a source of rich conversation for Tom Webster and I and we captured this conversation on our latest Marketing Companion radio show. You won't want to miss our observations on:

  • The shocking way marketers are manipulating our personal data
  • How most Americans overestimate the extent to which the government protects them from discriminatory pricing
  • Why honesty can serve as a point of differentiation
  • Facebook's leadership role in this issue
  • How companies are using personal information to institutionalize a profound form of discrimination

I believe this is one of the most illuminating discussions we have had on the podcast and I hope you'll tune into this crucial discussion:

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

If you are looking for a cost-effective way to reach your audience, build your brand, and develop sales leads, try GoToWebinar, from Citrix. GoToWebinar is a great way to share live presentations right from your computer, reach, and influence an audience of hundreds of people. Its button-click simple and rock-solid reliable. All you have to do is work on your presentation. GoToWebinar does the rest. Learn more at GoToWebinar.com

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.52.mp3
Category:Social Media Marketing -- posted at: 3:00pm EDT

In a scathing blog post, the co-founder of Ello blasts Facebook as monstrous entity dedicated to hurting people in the margins of society. In this episode, hosts Mark Schaefer and Tom Webster blast Ello back and explain why Facebook's "real name" policies provide a healthier and authentic social media platform.

Direct download: TMC.51.mp3
Category:Social Media Marketing -- posted at: 7:13pm EDT

It's hard to believe but Tom Webster and I have been making beautiful podcast music together for two years and in this anniversary extravaganza we have a long list of celebrity appearances. None of them could actually make it to the show, but we did have a long list. 50 episodes

Thanks to Marketing Companion Super Fan Rev Ciancio for this awesome graphic![/caption] Actually we do have moderately interesting guest stars on the show including the robot from Lost In Space. His price was right and he did not eat much. We also use this opportunity to explore the idea of the incredible rate of change and strategies we employ to keep up. We discuss things like:

  • The surprising roles of conferences in knowledge transfer (not much impact)
  • Appointing a personal board of directors
  • Does grad school matter?
  • Our top choices for reading material that keeps us ahead (check out a list of resources below)
  • Can't miss resources to move your brain in new ways

BTW, if you are a regular listener of The Marketing Companion it would be great if you would consider leaving a review on iTunes and express your fandom. Ready to pick up some great new ideas? Here we go!! Resources mentioned in this podcast Fortune article on best graduate degrees Flowing Data Freakanomics McKinsey Quarterly Economist Daniel Kahneman Brain Pickings by Maria Popova Pew Center for Research on the Internet and American Life Scott Monty's This Week in Digital News Round-up Christopher Penn's blog Awaken Your Superhero Post on Gray Social Media Social Media Marketing World Rand Fishkin of MOZ Marketing Profs B2B Forum  

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

If you are looking for a cost-effective way to reach your audience, build your brand, and develop sales leads, try GoToWebinar, from Citrix. GoToWebinar is a great way to share live presentations right from your computer, reach, and influence an audience of hundreds of people. Its button-click simple and rock-solid reliable. All you have to do is work on your presentation. GoToWebinar does the rest. Learn more at GoToWebinar.com.

The Marketing Writing Bootcamp is our most popular course from MarketingProfs University and as a podcast fan you can get $200 off the normal $595 price. The course is 13 classes, each 30-40 minutes in length, for more than 7 hours of on-demand learning. Learn from your desk, on your commute, or your couch. The course begins June 11. You will be awarded a certificate from Marketing Profs upon completion of course. Register through this special link: http://mprofs.com/companion.

 

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.50.mp3
Category:Social Media Marketing -- posted at: 5:55pm EDT

buyer personas On The Marketing Companion podcast, Tom Webster and I continue to plow new ground. For example, in this latest episode, we become the first on-demand radio show to mention The Kardashians and B2B buyer personas in the same sentence. We discuss why Zappos employees are fleeing the holocracy, and explain how this concept began with Star Trek. Sort of. And just when you thought it could not get any more interesting, Tom Webster defines the "rectally derived persona."  It's insane I tell you. But we also get into some pretty awesome discussions on the Verizon-AOL deal, why sender-centered content  is killing some businesses, and the critical difference between an audience and a customer. Please, for the sake of all that is good and true in the world of marketing, click below and listen to this jam-packed 30 minutes of awesomeness.

Resources mentioned in this show

Mark's article on customer personas

Interesting further reading -- Zappos War on Management by Gianpiero Petriglieri

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

If you are looking for a cost-effective way to reach your audience, build your brand, and develop sales leads, try GoToWebinar, from Citrix. GoToWebinar is a great way to share live presentations right from your computer, reach, and influence an audience of hundreds of people. Its button-click simple and rock-solid reliable. All you have to do is work on your presentation. GoToWebinar does the rest. Learn more at GoToWebinar.com.

 

The Marketing Writing Bootcamp is our most popular course from MarketingProfs University and as a podcast fan you can get $200 off the normal $595 price. The course is 13 classes, each 30-40 minutes in length, for more than 7 hours of on-demand learning. Learn from your desk, on your commute, or your couch. The course begins June 11. You will be awarded a certificate from Marketing Profs upon completion of course. Register through this special link: http://mprofs.com/companion.

gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.

Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new games, contests, analytics, polling platforms, and other innovations.

Direct download: TMC.49.mp3
Category:Social Media Marketing -- posted at: 11:57am EDT

This week’s episode of The Marketing Companion is a veritable grab bag of interesting topics, as hosts Mark Schaefer and Tom Webster discuss new content forms such as Yahoo’s upcoming video product, new research on Teens and Facebook, and what Uber and Podcasting have in common. Plus: an update on CompanionStorm!

Direct download: TMC.48.mp3
Category:Social Media Marketing -- posted at: 7:17pm EDT