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Sunday Musings w/ Shore Branding – 3-31-13

March 31, 2013 By 6 Comments

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Here are this week’s ‘Sunday Musings w/ Shore Branding’ – the top five stories in branding and digital marketing from the past seven days.  As always, you can find the archives of this weekly write-up under the Blog-Sunday Musings tab at the top of the page.

#1 – “Twitter Forecast Up After Strong Mobile Showing” – eMarketer.com 

Premise: eMarketer adjusts their estimates on the amount of ad revenue Twitter will generate in 2013 and 2014.  They now believe Twitter will raise almost $600 million in 2013 and just short of $1 billion in 2014.  They suggest that more than half of their ad revenue will come from mobile advertising, which is incredible given that amount was $0 in 2011.  The vast majority of Twitter’s ad revenue comes from the US.  However, this percentage is decreasing over time; 90% in 2012, ~83% in 2013 and projects lower in the future.

Thoughts: If you haven’t noticed by now, I believe Twitter is the most powerful mechanism on the web.  Micro-blogging is incredibly powerful.  While Facebook seems to be struggling to get their mobile strategy deployed, you consistently see stories like this from eMarketer on Twitter and its projected growth areas in the future.

#2 – “Brand Positioning: The Art & Science” – Brad VanAuken via BrandingStrategyInsider.com 

Premise: What is the importance of brand positioning and how do you do it?  This write-up is a great starting point for you if you are looking to (re-)position your brand or company.  The author takes you through a number of steps/recommendations on how to appropriately position your brand, starting with conducting research, delivering and defining several key components, and finally, explaining what a good brand position would be / stand for.

Thoughts: After reading this article, I started to click around on the site and found a lot of great, branding-related material.  In fact, I’ve already gone ahead and added the site to the Recommended Reading column on the home page.  This is a great summary on/for brand positioning.  If you can’t answer these questions or aren’t sure how you would respond to defining the key components they have laid out here, take a timeout and make sure you do that first before taking any more steps forward with your brand or company.  

#3 – “Klout Users Can Now Add Bing To Their Account And Include Instagram In Their Score” – TechCrunch.com

Premise: Earlier this week, Klout announced that it will further integrate users’ Instagram and Bing accounts in their influence scoring.  This is the first time that Klout is being integrated with a search engine.  While Instagram users were able to add their account to their Klout score already, their activities and usage will now be part of the equation.

Thoughts: If you aren’t aware of what Klout is or does, it is simply a web site that measures one’s overall influence via the reaction, feedback, and/or interaction one has across a number of social media platforms.  Users can sync their accounts through Klout and they will calculate their influence score on a scale of 0-100, with the higher the score being stronger/better.

It is a little surprising to see Instagram just now taking this step with Klout, as I would have assumed that process would have been transitioned quickly after Facebook purchased the photo sharing site.

#4 – “Twitter’s Vine Bears Fruitful Branding Opportunities” – BrandingMagazine.com 

Premise: As Vine continues its growth, it is providing marketers with new options in how to better brand themselves or their companies, build stronger engagement with consumers, and drive loyalty.  There is also a link here for the site “Brands on Vine” which is capturing some of the best work being done by companies right now through Vine.

Thoughts: I continue to be fascinated by the way companies and everyday people are leveraging Vine, while continuing to implore Twitter to release a version in Google Play!  The article takes a branding angle on how companies are beginning to leverage the site.  Definitely take a look at BrandsOnVine.com when you get a chance – a lot of good video on there from a wide array of companies.

#5 – “LinkedIn Is Getting Smarter With Enhanced Search Features & Improved Query Results” – SearchEngineLand.com

Premise: LinkedIn started off the week with an announcement that it was making a number of enhancements to its site, including their search features.  The “unified search” will list out people, companies, etc. all in one page after a user’s search.  The algorithm has been upgraded, but so has the look and feel of the page.

Thoughts: It is pretty safe to say that LinkedIn is the gold star in tech IPO’s since going public in May of 2011.  They continue to rollout improvements for users, but they are also improving their own positioning for building future revenue through the data and information they are collecting.

What caught your eye in branding and digital marketing news this week?

For those celebrating today, Happy Easter!

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Sunday Musings w/ Shore Branding – 3/24/13

March 24, 2013 By 2 Comments

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Here are this week’s ‘Sunday Musings’ – the top five stories in branding and digital marketing from the past seven days.  For those interested, you can find the archives of this weekly write-up under the Blog-Sunday Musings tab at the top of the page.

#1 – “Google Keep Launches … For Real This Time” – Mashable.com 

Premise: Google launched its own version of Evernote this week – Google Keep.  The service allows you to take notes, create checklists, save pictures, and record voice reminders while you are on the go.  Google Keep is available for desktops and across Android devices running Ice Cream Sandwich or higher.  The article also includes the official release video from Google.

Thoughts: I am not an avid user of a digital/mobile note keeper, but I downloaded Google Keep to see what it looked like.  I have to say that I’m a little disappointed with the service.  I don’t understand why it isn’t or wasn’t launched as a part of Google Drive / Docs.  It sounds like it will eventually be a part of Drive, but this really should have been an extension or added feature of that service vs. standing on its own in my opinion.

#2 – “Facebook launches hashtag feud with Twitter” – tednguyenusa.com

Premise: Earlier this week, Twitter celebrated its seventh birthday.  It is being reported that Facebook will begin using hashtags in order to boost their own search rankings and appeal to advertisers.  The use of hashtags will also help categorize conversations.  The author also presents a number of facts on the strengths of and rationale for using hashtags.  There are also a few paragraphs that critique Facebook and its branding efforts.

Thoughts: They say imitation is the greatest form of flattery and this is another perfect example, as Facebook recognizes the power of the hashtag.  The use of hashtags will help Facebook build advertising revenue but will also help marketers better understand and/or target users.  It is interesting to see Facebook essentially copy Twitter here.

Finally, happy 7th birthday to the greatest web site out there right now!  Twitter has changed the world and continues to be my preferred source for real-time news and information.  

#3 – “6 Ways to Build Customer Loyalty” – Entrepreneur.com

Premise: While it is important to look for new business, the author stresses the need to pay attention to your existing customers.  Any business needs to ensure that they are satisfying their current customers and the article provides six key steps in order to help drive stronger loyalty.

Thoughts: It is hard to argue with any of the six recommendations the author makes here.  While this feels second nature, it is amazing how many companies and businesses don’t follow these steps.

A perfect example of how not to do this happened recently.  We set up a large dinner party at a local restaurant.  Despite mediocre service (at best), I sent a follow-up “thank you” email to the restaurant.  Their response: (Silence).  Absolutely nothing.  It is safe to say that we will never frequent that establishment again.  All it would have taken is approximately three minutes of their time to reply to my email and say “thank you” or similar.

#4 – “Kit Kat Challenges Oreo to Tic-Tac-Toe for Twitter Fan’s Affection” – Mashable.com 

Premise: A fan of both Kit Kat and Oreo took to Twitter to profess her affection for chocolate and the two brands.  Kit Kat responded with a playful response, challenging Oreo to a game of tic-tac-toe for her loyalty.  However, Oreo’s Twitter team came back with a great response (see embedded images in the article).

Thoughts: Whoever is running Oreo’s Twitter feed deserves a raise.  They have been producing some witty responses and posts, but also using Twitter as a great source of engagement with fans.  I thought Kit Kat’s initial response was also well thought out.  My first thought was to check to make sure they weren’t owned by the same parent company (which would have made this more brilliant).  Kudos to both teams for well thought out responses.

#5 – “Grassroots Marketing And Community Outreach: 5 Questions With Bob Hilton Of The Jersey Shore Convention And Visitors Bureau” – websearchsocial.com

Premise: Since Superstorm Sandy, the Jersey Shore Convention and Visitors Bureau has been hard at work to promote businesses in and around the Jersey Shore.  This is a brief interview with Bob Hilton who has helped spearhead the group/initiative.  Hilton provides the hard truths on the impact of the storm and looks to provide more of the facts, versus what has been reported by the media.

Thoughts: There may be a little bit of bias in this choice, but we’re going to have to live with this from time to time.  Fair?  Good.  The Q&A here provides much of the detail in how this area has been rebuilding since the storm, some of the hardships that local companies have faced, and some of the propaganda the media has used.  After taking a look at Hilton’s answers, don’t forget to take a look at the Jersey Shore page itself.  On the site you’ll find a PayPal link to donate to a number of different initiatives to help rebuild the Jersey Shore.  (Please consider this a subtle hint.)

Did anything in particular catch your interest here?  What other news did you find particularly appealing from the past week?

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Sunday Musings w/ Shore Branding – 3/10/13

March 10, 2013 By Leave a Comment

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Here is the first ‘Sunday Musings’ since going live with the blog this past week.  You can find past entries under the Blog-Sunday Musings tab at the top of the page.  The top five stories to catch my attention in branding and digital marketing this week are as follows:

#1 – “McDonald’s takes No. 1 spot in 4Q Restaurant Social Media Index” – NRN.com

Premise: McDonald’s overtakes Starbucks as the number one brand in the ‘Restaurant Social Media Index’ (RSMI) in Q4’12.  McDonald’s has seen tremendous growth on Twitter and Facebook in recent months according to the index, particularly in building consumer engagement and sentiment – as tracked by Digital Coco.

Thoughts: McDonald’s surpassed the titan that is Starbucks on social media, building its presence on the most prominent SM sites.  See, you can still win there if you are doing it correctly!  At the time of writing, McDonald’s falls short of the overall number of Followers and Likes on Twitter and Facebook, respectively, but has made the conscious effort to engage its customer base.

While short vs. Starbucks, McDonald’s 27.5 million Likes on Facebook dwarf its direct competitors in fast food; Burger King has 6 million, Taco Bell almost 10 million, and Wendy’s is under 3 million.  While there is certainly a stronger global presence for McDonald’s vs. these competitors, those gaps are outstanding advantages for the golden arches.

It is also important to note that this isn’t a “sound the alarms” for Starbucks and their SM efforts, and the author of the article does a good job of making this point.  In the current world we live in of overreaction to any piece of news, it was nice to see them not take that tone “against” Starbucks and say that they were a diminishing brand on SM.

#2 – “How Starbucks Uses Pinterest, Facebook, Twitter, and Google+” – Econsultancy.com

Premise: Econsultancy.com has been reviewing various company’s social media efforts and strategy across platforms and took a look at Starbucks this past week.  The author provides a quick overview of Starbucks’ efforts on Facebook, Twitter, Google+, Pinterest, and Instagram and highlights how well received the company is by its “followers” on each.

Thoughts: Reading through the article/review, I started to wonder how or why Starbucks has such a loyal following on SM platforms given the uninspiring review.  However, it clearly works with its fans and has come to be known as a golden star in social media – as mentioned above in the first article as well.

One note: I’ll be covering this in the near future specifically, but I have to mention it here given the content Starbucks puts out across platforms; I cannot stand posts/updates that are pushed out at the same time across SM sites.  Facebook posts that show up in Twitter feeds and vice versa make me cringe.  Take the ten minutes to write a unique message for your followers on each.  

#3 – “SXSWi Day 1: Grumpy Cat, 3D Printing and Other Highlights” – Mashable.com

Premise: The South by Southwest festival kicked off earlier this week and Mashable provides an overview on the highlights from day one.  Successes from SXSW include hubs from Las Vegas, American Airlines’ tent to help promote its merger, and 3D printing.  Cats also stole the show…

Thoughts: Even if Grumpy Cat makes me laugh every time, can we skip any further thoughts on cats?  Good.  I really need to get back to Austin and visit SXSW sooner rather than later.  As SXSW continues to grow, more and more brands are dedicating more resources to sponsorship and events for the festival.

Have you been to SXSW?  If so, what did you think and what were your personal highlights?

#4 – “Pizza Hut To Hold 140-Second Interviews For Social Media Manager Position at SXSW” – Forbes.com 

Premise: Pizza Hut is looking to hire a new Social Media Manager and is going about it in quite the unique way at SXSW.  You can take a look at the job description here as well: BecauseImGreat.com.  The pizza maker is interviewing candidates in record time and will continue to do so via Google+ Hangouts in a few days.  For those interested and on location at SXSW, interviewing is actually happening today at the Austin Hilton between 1pm – 5pm.

Thoughts: In one word: Phenomenal!  Yes, this is another article that points us to SXSW, but this is quite the unique means of trying to find the right person for such an important position in the company.  I have seen several articles and news stories where companies are leveraging G+ Hangouts and Skype to conduct interviews, but have never seen the coordination with Twitter’s mantra (140 characters / seconds).

Good luck to anyone that is reading this and heading over to the Hilton on Sunday.

#5 – “16 Ways Businesses Are Using Twitter Vine” – SocialMediaExaminer.com

Premise: Vine continues to pick up traction with brands and companies finding new ways to leverage the medium.  SME has a few tips and recommendations on what to do, based on what has been seen and shown from both large and small companies over the first few months of Vine’s existence.  Here’s the #1 rule: “Engage your followers in conversation”.

Thoughts: While Vine continues to be an Apple only app (?!?!) it continues to grow.  The power of Twitter speaks volumes here, as competitors to Vine such as Tout do not seem to be growing at the same rate.  SME provides a nice array of tips and recommendations here, as well as examples of what others have been doing with Vine thus far.  It should not be any surprise that the number one rule is “Engage”.  If it is a surprise, we need to talk.

As you can see, a lot of branding news caught my eye this week, particularly at SXSW.  What do you think of Vine and the future of online videos?  As mentioned earlier, I would love to hear more from those that have attended (or are attending) SXSW.

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Poll Question: Which social media sites do you leverage the most?

February 23, 2013 By 1 Comment
Which social media sites do you prefer?

Which social media sites do you prefer?

You have probably noticed the poll on the right sidebar of each page – Which social media sites do you leverage the most?  This poll will be leveraged to kick-off a series of write-ups that Shore Branding will be blogging about over the next few months.  The social media site with the most votes at the end of March ’13 will be the focal point of the first blog entry in the series.  The write-up on said site will consist of recommendations and thoughts on how to best leverage the site for businesses, a “do and don’t” list for your consideration, as well as infographics for the site that have been put together for each.

Over the course of time, each of the social media sites in this poll will become separate blog entries that include similar thoughts and recommendations for users and businesses of each.  Let us know which site you use most frequently and in the comments below and/or let us know what you like most about your selection and what benefits you may have already gained from leveraging the site.  We are interested in hearing what may have worked for you.

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Sunday Musings w/ Shore Branding – 2/17/13

February 17, 2013 By 2 Comments

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Here are the links and stories that caught my attention in digital marketing and branding this week.  As mentioned in the first Sunday Musings entry last week, we’ll be updating this section each week with stories that caught my attention and found to be of particular interest.

#1 – “The Brilliant “Most Viewed” Award from LinkedIn…” – MarketingCommunicationsInk.com 

Premise: LinkedIn went over the 200 million user mark recently and they sent out notifications to the top 1%, 5%, and 10% most viewed profiles in 2012.  Their strategy of sharing this news across the web and with others seems to have been a success, as this was one of many articles written up about the initiative.

Thoughts: The writer of this particular link/article went through a similar set of emotions and thoughts that I had earlier this week when I received the email from LinkedIn saying that I was in the top 10% as well.  Was it spam, how many people does this actually consist of, and then admiration that LinkedIn was creating a good amount of buzz for their site.  I would assume this will now be an annual tradition for the site moving forward.  Here is the infographic that LinkedIn provided with the email that illustrates some of the more basic stats for their site.

#2 – “Here’s How People Look at Your Facebook Profile” – Mashable.com

Premise: Mashable provides some interesting perspective on how and where viewers tend to look on a number of social media / digital web sites through eye tracking.

Thoughts: I almost didn’t click on this due to the title and thinking it was only about Facebook.  However, I’m fascinated by eye tracking testing and where people are going/looking when they get to a web site.  Open up the gallery towards the bottom of the article to see the eye tracking results across a number of popular SM sites, including; Twitter, Google+, Pinterest, LinkedIn, Klout, etc.

#3 – “64 Google+ Content Strategies” – copyblogger.com

Premise: Copyblogger puts together a number of recommendations and thoughts on how to use Google+, along with the overall recommendation that you should use G+.  The article includes an in depth infographic at the end for your consideration.

Thoughts: Interesting thoughts and ideas here from the copyblogger.com team.  I tend to agree with a lot of their thoughts, including how to share, leverage G+’s Circles, linking your blog, etc.  While I have not used G+ too much as a personal web site in the mold of Facebook, I find the content in the Communities and the ability to speak to specific people through Circles to be tremendous assets for the site.  The Hangouts feature is still just at the cusp of what it can be and what it can become in the business world.

#4 – “Poland Spring blows Rubio #watergate moment, fails Twitter 101” – CNET.com

Premise: Earlier this week President Obama gave his State of the Union speech.  The Republican response to the speech was given by Florida Senator, Marco Rubio.  During the latter’s speech, there was a Twitter storm due to Rubio’s need to reach for a drink of (Poland Spring) water several times.  This could have been an excellent time for someone on the Poland Spring team to log into their Twitter account and jump in on the fun to promote their brand, but they failed miserably.

Thoughts: This is one of my biggest pleas with companies, if you aren’t going to use a site consistently to get your message out there, why bother signing up or post anything at all?  I could understand wanting to grab the page/name itself, but to post for some time and then just give up is another thing.  At the time of this writing, Poland Spring hasn’t tweeted since 7/26/10.  This was a tremendous opportunity for Poland Spring to get out in front of the action as it was happening and capitalize on it.

After Rubio’s speech, his team must have seen the news that this was creating and tweeted the following – a second, golden opportunity for Poland Spring to capitalize on!

#5 – “American Express Syncs with Twitter to Unlock the Purchasing Power of the #Hashtag” – AmericanExpress.com Press Release

Premise: Amex continues to strengthen its digital presence with the announcement that consumers can now tweet specific hashtags and buy products on Twitter.  The early partnerships with Amex include Amazon, Sony, Donna Karan’s Urban Zen Bracelet, and Xbox.  All you have to do is sync your Amex card to your Twitter account and you are all set to start purchasing through the site.

Thoughts: Continuing to invent new means through the purchase channel on digital channels has been a real strength for Amex relative to their direct competitors.  This is another great idea for trial.  My one concern is the ease of how people can likely tweet the key words and then claim they didn’t mean to or want to do so or that they were just ‘fooling around’.  This really just comes down to user self-discipline.  Overall, I think this is a great idea and has the potential to grow with more partners.

What do you think?  Did any of these particular stories grab your attention as well?  If so, why?  Let me know if the comment section below.

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