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Archive for the Social Marketing Category

Free Tools to Use (not abuse) Twitter

Free Tools to Use (not abuse) Twitter

hubspot twitter for biz

Social media was supposed to be about personal exchanges of information.  But, with no barriers to entry, it’s too easy to shout out your thoughts in 140 character tweets 10 or twenty times a day.  You send that message to 1,344 twitter accounts … and you get messages from 1,687 twitter accounts.  Those personalized lines of communication are clogged with meaningless banter and those meaningful messages are blurred with all of noise.

In the old days of broadcast media, we thought that our world was being overwhelmed with a consistent barage of advertising – television commercials, print ads, billboards, radio ads.  I think back on those days lovingly and laughingly.  Those were the good old days when media costs and production schedules kept the commercial messaging under control.

Hubspot thinks they have a better idea and are offering a free guide that outlines a few of the challenges that marketing, sales and support teams face along with the solutions that Twitter might offer.

With 200,000,000 tweets each day, Twitter is too big to just brush aside.  And, it’s too important to our customers.  73% of U.S. consumers trust the information they get from Twitter.

 Click here to download the brief e-book from Hubspot

Brandify Yourself and “Create a Business People Love”

Brandify Yourself and "Create a Business People Love"

BrandifyBrandify is an amazing tool for businesses who want to strengthen their online branding.  In addition to a range of services they offer for a reasonable monthly charge, they also offer a fantastic range of free tools.  No credit card.  No promises to pay on “Tuesday for your hamburger today”.   Walking through a few simple steps, you can submit information about your website and your online social network.  They will evaluate it all and give you clear, concise steps for improvement.

Here’s Brandify‘s vision in their own words:

Our vision is to build a robust set of tools that enables a small business to enhance its brand, reach more customers, and better engage those customers.

We believe the speed at which information is transferred in today’s digital world gives small businesses a tremendous opportunity to reach and engage more customers simply through enhancing their online presence. We became convinced of this when we read a BIA Kelsey study stating 97% of consumers research products online before buying local. And on average consumers use 7.9 different online resources to review information.

For these reasons we created Brandify to provide insights into how well your business shows up online. And we use this analysis as the foundation for simple, straightforward guidance to enhance your social media, online listings, and search engine results. The outcome of all this is that you’re able to reach and engage more customers, making it more likely that those customers will believe in your brand and ultimately spend their money with you. So get Brandified today!

Brandify yourself and “Create a Business People Love.”  www.brandify.com

Pavlovian Marketing in the Age of Social Media

Pavlovian Marketing in the Age of Social Media

Pavlovian MarketingSocial media is a tool.  It’s not a Pavlovian marketing machine where the customers consistently feed comments, observations and insights and marketers beg, heel and sit in response.

Pavlovian response is a form of learning where a conditioned stimulus comes to signal the occurrence of a second stimulus.  Pavlov presented dogs with food and the dogs salivated.  No biggie.  But then, Pavlov introduced a conditioned stimulus and rang a bell when presenting food to the dogs.  After repeated bell-food pairings the bell also caused the dogs to salivate.

Food = Salivate

Bell + Food = Salivate

Bell = Salivate


Pavlovian Marketing(SM) is when business becomes conditioned to the consistent, persistent social messages to define the brand.

Marketing Insight = Brand

Tweets, Posts, Fans And Friends + Marketing Insight = Brand

Tweets, Posts, Fans And Friends = Brand


Who really owns your brand?  You do!  And you need to take on the responsibility for it.

Some of the spiritual guides of the social marketing world seem to believe that customers own your brand.  The only own your brand if you allow them to.  Just because customers have newfound abilities to broadcast their opinions doesn’t give them ownership of your brand.

You are responsible for the products, materials, packaging design, messaging and core corporate identify.  You create it.  And you reap the benefits.  You may also suffer the onslaught of customer outrage at what you put into the market.

No doubt that social media changes the landscape.  Customer feedback is now loud, quick and potentially massive.  Corporate actions are infinitely more transparent.  But, the responsibility for creating, defining and messaging your brand is still yours!

Customers are now … and always have been… the barometer of what your brand.  They are your lifeline, your guidance and, perhaps, your gurus.  Back in the old days (20 years ago), smart marketers developed brands that were market-driven, customer-driven and reality-driven.  Not doing this was the ultimate brand killer.  It still is.

I haven’t been living under a rock.  Yes, social marketing has unleashed unprecedented potential and enormous challenges into our marketing considerations.  The latent power of customers has been unleashed.  And so, the marketer’s challenges become even greater.  Your customers will hold you to higher standards.  It’s your responsibility to figure out how to rise above their expectations with your products, your brand, your action and your messages.

As an information hungry marketer, the explosion in social media provides amazing access to a wealth of customer information.  As a proactive marketer, I know that accessing and analyzing this information as an ongoing process is critical to my future.  As a visionary marketer, I know that I have to create a dream for my brand that’s bigger and bolder than my customers would envision. Keep in mind that the ringing bell was never a substitute for food. And, similarly, all the tweets, blogs, friends, fans, blurbs and blips are no substitute for the insight and creativity of a real marketer.

Social media has opened a floodgate of customer opinion, feedback and information.  It’s our responsibility to use it with the full responsibility that our customers want.  If it’s Pavlovian social marketing that you want, just hand the reins over to your customers.

Why Small Businesses Are Losing On Social Media

social networks 

A new report from online business community Manta shows that, desperate to increase sales numbers in 2013, American small business owners are turning up on the social web in droves. The trouble is, no matter how much time they spend, they’re simply not seeing a return on investment. […]

7 Simple Social Media Concepts

I wish I’d been there to see this social media presentation in person.  Even without the speaker notes, the message is clear.  If you want to win and be likeable in social marketing, be your authentic self, listen and respect your audience and engage your fans.

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What Are People Saying?

Outspent and with mediocre brand imagery scores, Susan developed a strategic plan that focused on influencers across a broad range of target audiences. This plan maximized the impact of the marketing dollars and resulted in increased brand awareness, retailer placement and sales revenue.

J. RutherfordVice President, Corporate CommunicationsFujifilm Holdings

How We Can Help You.

We are marketing consultants based on Long Island, NY. Over the past 20 years, we've built fierce market leaders in a broad range of businesses - from tiny start-ups to global Fortune 500 companies.  Our experience spans multiple industries from consumer electronics to financial services and from food services to photo.  We're looking forward to talking to you to see how we can help take your business to the next level.