Sunday Musings w/ Shore Branding – 6-30-13


Branding and Digital Marketing

Branding and Digital Marketing

Here are this week’s stories that caught my attention in branding and digital marketing in this week’s Sunday Musings w/ Shore Branding.

#1 – 13 Ways to Use Vine for eCommerce (Or Instagram Video!) – via 

Premise: The growth in Vine – and now Instagram – and video sharing continues.  This write-up takes you through 13 recommendations on how brands/companies can use Vine to grow eCommerce and providing video examples for each.  Interesting tidbit at the beginning from the GAP, who reports that their tweets with Vine videos attached to them get 6-8 times more engagement.  At the very end of the article you’ll find a short list of comparisons between Vine and Instagram’s micro-video capabilities.

Thoughts: Sorry, but yes this is another article on Vine/Instagram.  Hopefully we have convinced at least one person to use one of these platforms to market their brand/company.  (Have we?)  Out of the 13 recommendations provided, I really like #5 – How-to and Demos and #9 – Go behind the scenes.  While not used as an example here, I still believe Lowe’s has done the best job at building engagement with users with their how-to clips.

#2 – “Brands Must Master Short-Form Storytelling” – via    

Premise: Brands are going to have to figure out how to build engagement through micro-video, whether it be through Vine and/or Instagram.  There are “Vine Stars” out there that may start to work directly for or with brands to help them master this form of branding/marketing.  The author provides several companies that have already succeeded in building engagement with consumers.

Thoughts: Micro-video is not just for fun and this article puts branding front and center.  I absolutely love the last paragraph of the article and couldn’t have said it better.  Similar to thoughts in the first article this week, the amount of focus we have put on links/stories regarding Vine/Instagram has hopefully persuaded at least one person to use the platform as a part of their digital marketing plan.  

#3 – “The 7 Components of Complete Brand Strategy” – via

Premise: Does your company have a comprehensive brand strategy?  This write-up takes you through the 7 components that you will want to ensure you have answered as part of your branding and marketing efforts.

Thoughts: While you want to ensure that all seven of these are being answered in some shape or form, there are two that really stick out to me when thinking about building engagement – #2 Consistency and #4 Reward Loyalty.  These two elements go a long way, particularly when thinking about digital marketing.  You will want to ensure that you stay true to these elements.

#4 – “NBA Draft Pick Arrives Sporting Google Glass” – via  

Premise: The NBA Draft was this past Thursday and the second pick of the evening, Victor Oladipo of the Orlando Magic, wore Google Glass throughout the day.  The NBA promoted this by tweeting out a picture of Oladipo wearing the glasses, as well as a Vine video from the Barclay’s Center.  At the bottom of the article you will find an infographic on how much buzz this drew across social media.

Thoughts: Two important prefaces: 1. The NBA Draft is one of my favorite nights of the year and 2. There is at least a 50% chance you see this infographic as July’s Pin of the Month.  We’ll wait to see if any other infographics come up over the next two weeks, but this one has a commanding lead.  Google hits a home run here with the “free” marketing of Google Glass.  The number of times Glass is mentioned and the reach and impressions this created for Google is outstanding.

#5 – “Is Engagement On Twitter Dead?” – via

Premise: Understanding your audience is key in building engagement on Twitter.  Knowing the audience and how it uses the site provide an ample amount of opportunity to drive engagement.  The author then takes you through several steps in how to leverage Twitter to make the most out of the site.

Thoughts: Admittedly, the title of this article caught my attention and I had click on the link to see if someone actually believed that Twitter was “dead”.  That doesn’t seem to be the case here (thankfully) but I’m not sure I truly follow how knowing the device others are using would impact their level of engagement with you.  If you are creating useful content/material, that engagement is going to come no matter what platform others are using.

Those are the top stories this week in branding and digital marketing.  What are your thoughts on the growing phenomenon of micro-video?  Have you adopted this medium yet for your own brand/company?