Archive for the ‘Marketing’ Category

AMA Boston: Delivering Happiness

September 29, 2010  |   Business,Marketing   |   Jameson  |   0 Comment

AMA Boston: Delivering Happiness This week I joined some of the CommCreative interactive team at the AMA Boston event "Delivering Happiness with Zappos CEO Tony Hsieh." Boston was the latest stop on his cross country book tour sharing his story. Tony went from running one company that was heavily focused on short-term profits to one that is heavily focused on the best customer service and customer experience. He sold the former because he hated getting up every day and going to work. The latter is experiencing record revenue and has spawned a separate company, consulting businesses on the best ways to adopt their philosophies. At Zappos, Tony developed a set of core values that became more than just something written on a plaque in the lobby. It became something deeply rooted in the company's culture to the point that they are willing to fire employees based on not adhering to the core values, independent of their job performance. Tony's focus on building a company culture rooted in not only delivering happiness to customers, but to employees, is rooted in the idea that a company's brand is merely a lagging indicator of its internal culture. The best branding strategists ...

Perfecting Social Media Skills Through Triathlon

August 31, 2010  |   Marketing,Social Media   |   Jameson  |   0 Comment

Perfecting Social Media Skills Through Triathlon Anyone that knows me knows that there are two main buckets that I focus my time every day. Social Media: I'm a geek at heart and am obsessed with understanding the latest web tools that are influencing how people communicate, build and manage relationships online. Triathlon: It isn't uncommon for me to spend 15-20 hours per week of my free time training for endurance sports events. It is my biggest passion outside of work and keeps my mind fresh. Most notably, I'm currently training for my first iron distance triathlon next week. (2.4 mile swim, 112 mile bike and a 26.2 mile run) At first you may think that these two passions are polar opposite. A geek and a jock in one? In reality, over the past five years, I've honed the skills necessary to not only be successful in each endeavor individually, but also prepare me for the inevitable challenges of the other.  Goal planning In triathlon training, every workout has its purpose and is diligently designed and scheduled to meet specific short term and long term goals. No training session, whether it is a 2 mile jog ...

Marketing In Uncharted Waters

August 05, 2010  |   Marketing   |   Jameson  |   0 Comment

Marketing In Uncharted Waters The old adage of “teach a man to fish and you’ll feed him for a lifetime” is one of my favorite analogies, especially when applied to marketing. I love teaching clients how to better understand not only their audiences, but the channels that are available to reach them. This allows us to bring the discussion beyond driving simple sales volume, to optimizing higher level metrics like sales lead quality and time to conversion. That is after all where this agency’s sweet spot truly lies. Our clients, working by themselves, tend to be pretty smart marketers and know how to “fish.”  We just help them to exchange their home-cooked filet for an entrée worthy of a five-star restaurant. But  what happens when your marketing “pond” dries up? After all, you don’t expect that you’ll be able to push out the same cookie-cutter marketing strategies year in and year out, do you? The world is changing much too quickly to be able to hold that assumption for very long. What happens when your tried-and-true Google PPC campaign takes a swan dive, when your unopened direct mail piece fills up recycling bins across the ...

Conversation is not ROI

January 22, 2010  |   Business,Marketing   |   Jameson  |   0 Comment

Conversation is not ROI In the early days of social media, the catch phrase was “join the conversation.” No matter what happened, join the conversation was the catch-all answer. Is it too soon to refer to it as “so last decade”? No? Your Web site is boring? join the conversation Your sales team isn’t closing deals? join the conversation Online review sites are tearing apart your product? join the conversation Is your competitor eating your lunch? join the conversation! But the truth is that “joining the conversation” has no direct influence on ROI. All it means is that you are showing up to the party and you are left to yourself thinking, “okay, I’m here… now what?” Just because you show up, doesn’t guarantee that you will be welcomed or that you even have anything valuable to share. Conversation is just one small piece of the puzzle, and sometimes does more harm than good. What is not said enough is that sometimes sitting back and watching the conversation play out without you is the best social media strategy.  Inactivity is a tough pill for social media consultants to swallow, especially when they charge by the hour and not program success. For example, let’s compare ...

Facebook Ad ROI vs Traditional Media: Case Study

January 06, 2010  |   Business,Marketing,Social Media   |   Jameson  |   0 Comment

Facebook Ad ROI vs Traditional Media: Case Study While Facebook is arguably one the best places to stay connected with friends and family, it’s also a powerful marketing tool that we have helped leverage on behalf of many clients. A stat recently came out that 25% of all US page views are on Facebook, showing the immense reach that the site has built. One campaign that we launched for a major Boston hospital was focused on driving attendance at an event that they were running, educating prospective patients on  available varicose vein treatments. We were happy to once again prove that there is business value in Facebook, even if you aren’t a farmer, mobster or in a wagon train going down the Oregon trail. (Anyone remember that app?) In fact, statistics show that mothers and middle-aged women are the fastest growing population on Facebook.  CommCreative used that knowledge to help our client after learning that their target audience was women, ages 45-60, with concerns about varicose veins and/or possible treatments for varicose veins. By targeting users through their social data and geographic proximity to the various events that were being hosted, we were able achieve an ROI that far ...

Are Your Facebook Fans Tweeting Your Email Campaign?

December 22, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

Are Your Facebook Fans Tweeting Your Email Campaign? The thing that I’ve seen consistently raise eyebrows when presenting marketing communications strategies to clients is the idea that social media programs do NOT have to live in their own isolated bubble. “Wait, you mean the intelligence that I gather through my email campaign can be used in my PR/Facebook/Twitter/SEO programs (and visa versa)?!” Yes. Each medium does have its own challenges. You can’t treat people the same over email as you would over Facebook. It just doesn’t work. BUT, the information you gather from how your audience best responds to email campaigns to what keywords they search and have alerts set for to what types of blog posts they are most likely to “like” on your Facebook fan page has no boundaries (other than extrapolating to unrelated audiences). Audience behavior intelligence is universal. Don’t just collect all that information and stare at it. Use it! Understand the way that your audience behaves on Twitter/Facebook/YouTube/Linkedin/Google so that you can be exactly where they are, in ways that they want to see you while encouraging the behavior that you want them to express  (phone calls, link sharing, blog post publishing…). For a lot of marketers, social media technology itself ...

ExaggeratingThe Death Of Traditional Media

December 01, 2009  |   Business,Marketing   |   Jameson  |   0 Comment

ExaggeratingThe Death Of Traditional Media With every brand, big or small, clawing to create some tangible value out of all the buzz around social media marketing, let us not forget that traditional media is far from dead. After yet another year of being declared buried and forgotten, television, radio and even newspapers are still alive. Sure, newspapers weren’t exactly in great shape before the recession. Yes, they’ve been hurt like every other business and yes, just like every other business they’re refining their business model. But before you write up a death certificate for traditional media and leave them out of your marketing  plan, consider this: Television: 99 percent of video viewing was done on a television in the past year; less than 5 percent of TV viewing was DVR or TiVo playback. (Source: Ball State University’s Center for Media Design) Radio: Broadcast radio (free AM/FM radio) has the largest listening audience of all audio platforms (satellite, iPod, CDs) with 122 minutes of daily use, while CDs are at 72 minutes and portable audio players (iPods/mp3 players) are at 69 minutes. (Source: Ball State University’s Center for Media Design) Newspapers: 74 percent of adults read newspapers both online and offline. In ...

Connections Matter

August 09, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

Connections Matter You’ve heard it. Maybe you’ve even said it yourself, but lets just throw it out there and figure this out together. The question on the minds of many of our clients (and likely yours at some point as well): “But do you really think that Twitter is going to last?” A completely honest question from any marketer concerned about: 1) whether the audience they are actually reaching out to is on Twitter in the first place and 2) if I make the investment to build up a solid presence there, how long will it be before everyone flocks to the newest social network (see: what Facebook did to MySpace) or someone buys it out and it all drops off the face of the earth? One thing to hold under consideration is that compared to when Twitter first launched, it has seen pretty dramatic changes in both in functionality and how people have managed to use it to communicate and market. The one thing that remains (and this just isn’t with Twitter) is people’s desire to connect with each other. If there is one thing that the entire social networking phenomenon has taught is that no man ...

The Right Tool For The Job

May 07, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

The Right Tool For The Job After reading the latest issue of Website Magazine, I was a little irked when I read an article that listed “create a blog” as one of six steps for building generating incoming links and boosting SEO.  If you only blog for the links, you are wasting your time. Blogging can be a lot of things: broadcast mechanism, community building tool or collaboration platform. One thing that a blog is not is a SEO tool. Sure, a good blog with plenty of quality inbound and outbound links can do amazing things for your SEO, but if that is your blog’s primary purpose, you failed. It is like dating a Heidi Klum (or Tom Brady or whoever raises your heart rate) just so that you can be stalked by paparazzi. That Isn’t The Point! Just to be clear, I’m all for taking advantage of all the SEO advantages that blogging offers businesses, but hate to see people start to lose focus on the real value of the tools in front of them. Think about it this way. The claw end of a hammer may work okay as a screwdriver, but you would never give a ...

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