Making the web smaller, one post at a time
Tag: social media
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Brands *Should* Be Publishers
With so much discussion about “content marketing“, brands are learning that they need to think and act like publishers if they want to thrive in social media. But, while brands may aspire to be like RedBull (the most well know example of Brand as publisher), there are still some real questions about whether most brands… Read.
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Social Media is Going to be Everyone’s Job
Good overview of the changes happening in the social media job space. Key point is that, just like “digital” before it, social media is blending into just about everyone’s role. But, companies aren’t really ready for that (Surprise, surprise): Whether everyone is adequately trained for that job, however, is another question. Just as it took years… Read.
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Brand Ecosystems
TLDR version: Brands can create strategic differentiation by delivering a fully realized consumer experience across an entire ecosystem. By moving beyond simplistic persuasion messages, mass marketed brands can now offer a richer, more relevant value proposition for consumers. Doing a quick scan of how others are talking about brand ecosystems. It's a pretty suggestive term,… Read.
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Modern Agency: More McKinsey, Less Madison Avenue
I work with a pretty wide variety of agencies, from small digital production shops that may have 2 partners to some of the largest, best known ad agencies in the US. Almost all of them are struggling with the dramatic changes in the services brands need to thrive. The small production shops seem bewildered when… Read.
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From Buzz to Something Real: The Peril of “Earned Media”
Like most marketers, we're trying to figure out just how real the promise of "earned media" is. Truly earned, positive exposure for your brand is almost unicorn-esque: it takes a fantastic product, a clearly articulated brand story, and a lot of elbow grease to get it started.But more and more, we're talking to brands about… Read.
