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Remix Culture in Digital Marketing – Lessons from #SIC2014

We had a blast at the Seattle Interactive Conference a couple of weeks ago. As always, we came back with the wisdom of some amazing speakers to share with you.

Geoff Colon from Microsoft, a former Brooklyn DJ, talking about “remix culture” was one of the most interesting sessions that shed some light on the future of digital marketing.
Similar thoughts on how digital was transforming the way marketers should be thinking about engaging with consumers were also shared by other speakers from the conference such as Joanna Lord from Porch and Michael King from iPullRank.

Remix Culture in Digital Marketing-Delightful Communications

Remix is everywhere

According to Geoff speaking at his session “Social by Design,” everything is a “remix” because people are constantly creating value from value others have created.
With so many components to be considered, the marketing world is more than just a remix. In her presentation, Joanna mentioned that “Most marketers today find themselves at the intersection of community, content, product, and design.”

But why stand and hesitate at an intersection when you have access to so many resources? Borrow them and remix!

With remixed career experience as a developer, rap artist and now marketer turned business owner, Michael King echoed this sentiment during his session, “it’s a combination of making things you’re passionate about and putting together things that don’t go together that can help you stand out.”

Remix human behavior and technology

When talking about designing a social media strategy in the future, Geoff emphasized how understanding human behavior can help you lead the trend. “Platforms and systems come and go… The best communications are designed around behaviors, not technology.” The reason why more and more marketers need to recognize the importance of visual storytelling is not that technologies enable it, but their audience’s behavior tells them it will work.

Human behavior is also a significant KPI for your marketing efforts. Joanna quoted Natasha D. Smith, the author of Engagement: The True Currency: “Engagement is the true currency that people use to show their genuine interest and affinity.” Measuring engagement is as important as measuring other revenue related metrics as it can help you take care of the customers you have and, in turn, they’ll bring you the customers you want.

Remix brand and audience

According to Geoff, we are at the last phase of “Maker Evolution.” After a “read only culture” and “read/write culture,” we stepped into “remix culture”, which has evolved from the democratization of “read/write culture.” Social media catalyzed the evolution, which broadened the landscape to create experiences, and empowered everyone to be the creators.

Model Citizen-Delightful Communications

Pointing to Betabrand’s Citizen Model campaign as an example, Joanna shared how marketers can empower their audience and build a brand with them. Betabrand is an online retailer of crowdsourced clothing. Instead of hiring professional photographers and models, it encourages customers to upload their own photos with the product to get discounts off their next purchase. With all the Photoshop fails surrounding clothing retailers, Betabrand has built a refreshed brand with the help of their audience by presenting a more “genuine look.”

Have you got any thoughts on any other “remixable” components in digital marketing world? We’d love to hear from you!

Check out Geoff and Joanna’s presentations here on SlideShare:
Social by Design REMIXED by Geoff Colon
The Future of a Brand by Joanna Lord

Thanks for reading,

Bianca Hu – Digital Marketing Specialist at Delightful Communications

(Slide credit, Geoff Colon)

Andy Beal on Online Reputation Management at Digital East

Andy Beal - Trackur

One of the other speakers at the Digital East event I gave a talk at a few weeks ago was Andy Beal, CEO and Founder of online reputation tracking tool, Trackur.com.

I’ve known Andy since his SEO days and when he founded Marketing Pilgrim, so in this interview we talk about how he got into the online reputation management space, how he thinks brands and CEOs should approach online reputation and personal branding, and where he believes PR teams should start when letting the executives in their company start using social media to promote themselves and the company brand.

He also give us some advice on what to do with Google Plus, now authorship has been dropped.

Thanks to Andy and the crew from Digital East for lettings us film at the event!

Enjoy!

We’ll be having many more Delightful Conversations like this, so subscribe to our Delightful Communications YouTube Channel and you won’t miss a single one!

Cheers,

Mel

How to Use Social Media Data to Get Closer to Your Audience – Tips from a Brandwatch Webinar

Using social media data for marketing is not “big news” anymore for most marketers. However, are you sure you are taking full advantage of the data you’ve collected?

Group of Business People Discussing About Data

During a webinar presented by Brandwatch a few weeks ago, we learned some insights about how social media data can let you know more about your audience and help you to optimize your marketing strategy.

Compared to traditional media, the biggest advantage of social media is that it enables marketers to have a conversation with their audience. They can listen to what their audience are talking about, and then send out a better brand message to them at the right time.

Understanding New Trends

Let’s start with the listening part. We all know that understanding market trends and recognizing the swing of momentum are essential for brands trying to develop new markets or create successful products. By collecting and analyzing social media data from your target audience, you will gain some insights about new trends in your industry.

Video Marketing Tips 101 – Discover the Secret and Make Videos Customers Love

A few weeks ago, we were in California for our client’s event: ClickZ Live in San Francisco.

One of the best presentations I attended was a video Marketing 101 tips talk given by Greg Jarboe, President & Co-founder of SEO-PR.

In his session, Unlocking the secrets to mobile video marketing: from YouTube to Instagram, to Vine, Greg shared several tips and tricks for getting the most out of video on these popular social media platforms.

So how do you create a piece of video that is likely to succeed?

Here are some “keywords” Greg suggested you remember as you produce your videos:

Exhilaration

Greg considers this as the most important key to a successful video. “It doesn’t matter if your video features a cat or a baby, the point is to leave your audience with a feeling of exhilaration.” A great example of this would be the video campaign series created by GoPro Cameras.

The campaign started with hiring extreme athletes to show what they can do with GoPro cameras. It went so well that people started to shoot their own videos in hope of becoming the GoPro’s next star. Now GoPro has more than 2 million subscriptions on YouTube, and about 6,000 videos are posted on YouTube with the word GoPro in their titles or descriptions every single day.

Digital East 2014 – We’re Getting Agile, Delightful and Unexpected

Next week I’ll be heading to Washington DC for the Digital East conference run by those lovely people at TechMedia.

Digital East 2014

I’ll be there with my Majestic Brand Ambassador hat on and speaking at 9.50am on Wednesday 10th September:

Agile, Delightful & Unexpected: When Social Media and Digital Collide for ROI

Big Data and Content Marketing are all the rage right now, but few marketers are nailing the opportunity they present or integrating them in a cohesive digital PR strategy. In this session, delegates will be taken on a whirlwind journey through what data matters, why content marketing is not such a new thing, how to reach influencers who’ll wax lyrical about your brand, and what it all means for your bottom line!

It’ll be the third TechMedia conference we have attended, and I must say I’ve been really impressed with the content and organization of the event.

If you have a chance to attend this show next week in Tyson’s Corner, then register here!

The cost for a ticket is very reasonable given the amount you’ll learn over the course of the conference.

Hope to see you there!

Mel Carson – Delightful’s Founder and Principle Strategist

 

Speaking at Seattle Interactive Conference 2014 – Spotlighting Makers

Seattle Interactive Conference 2014Two years after my Seattle Interactive Conference debut talking about the book I co-authored – Pioneers of Digital - I’ll back this October speaking about personal branding and digital PR.

Even though we don’t have a title for my presentation just yet, we wanted to let you know because the “early bird” rate runs out on the 1st of September.

If you’re local to Seattle (or not) you should really make it up to this beautiful city for this fantastic digital event.

I’m proud (no, really I am) to be on the same speaking roster as people I respect like: Jeremiah Owyang, Rand Fishkin, Adam Schoenfeld, Sarah Bird, Joanna Lord and Teal Newland……plus a host of others.

So if you want to see me tear it up (Delightfully) on stage at SIC 2014 and learn a bunch of other digital smarts from the guys I’ve mentioned above, start buying your tickets by registering on the Seattle Interactive 2014 site!

See you in October.

Cheers,

Mel Carson – Delightful’s Founder and Principle Strategist

Social Media Monitoring Highlights of CisionPoint

Social Media Monitoring

Do you spend tons of hours searching for media coverage about your brand?

Well, judging from a 30 minute webinar we watched recently, CisionPoint might be able to help you out!

CisionPoint has been a popular tool for PR professionals since it launched at 2007. From identifying key influencers and connecting with audiences, to monitoring traditional and social media and analyzing outcomes, CisionPoint covers a PR project from beginning to end.

During the webinar, CisionPoint’s product manager, Sharifa Abubaker, and product specialist, Sonal Moraes, demonstrated several tips and tricks of monitoring media coverage with CisionPoint.

Below are some highlights of the product in terms of media monitoring that I found very helpful and wanted to share with you:

Solid Database

CisionPoint monitors over 300,000 outlets and has the information of more than 1,000,000 contacts. You can get relevant information from millions of social media sites and other websites, as well as traditional broadcast and print media in a matter minutes. Moreover, you don’t need to worry about getting overwhelmed by the huge amount of information. CisionPoint has detailed filter functions to sort all the coverage as you need.

Ready to Share

One of the solid functions of CisionPoint is that it can automatically generate a nice formatted report for you. By clicking “create press report,” you can customize what you want to include in the report, such as media type, outlet, publication date, full text, etc. A cover page with your company logo is also available. For PR agencies, it’s obviously important to keep your clients updated. CisionPoint allows you to set up and customize email alerts for external recipients, which makes keeping your client “in the know” a lot easier.

Fully Integrated

Besides reporting needs, monitoring coverage can also help you with media research and competitive analysis for a PR campaign.   Using CisionPoint, you can directly transport the coverage information you gather into a media list saving you a lot of time by killing two birds with one stone.

We don’t use CisionPoint yet, but we like to keep up with Cision’s useful webinars which include a lot of helpful hints on how to stay relevant as a digital PR consultancy.

If you have used CisionPoint in the past or are using it right now, please do share your experience with us!

We’re always on the look out for new tools that do the job of monitoring social media well (and that are cost-effective), so let us know what you use and why!

Thanks for reading,

Bianca

P.S. Check out our thoughts on Digital PR and what companies need to be thinking about in an increasingly digital world.

ClickZ Live San Francisco – We’re Speaking on Content Marketing and Big Data

ClickZ Live

We’re off to sunny San Francisco in a week or so for the ClickZ Live digital marketing conference!

I’ll be speaking on behalf of Majestic at a theatre session on Wednesday 13th August entitled: How to Use Link Data to Boost Your Social Media and PR Efforts

The premise behind my talk will be that Big Data has so much more potential than just being a buzzword, and I’ll provide a smorgasbord of ideas and case studies that will show the audience how to quickly and easily get ahead of the competition with a little bit of lateral thinking across the disciplines of social media and digital PR.

Immediately after that I’ll take the stage with the fabulous Katherine Griwert from Brafton on: Scaling Engagement: How to Drive Results with an Efficient Content & Social Strategy

Here’s the blurb on that session:

If you’re interested in engaging customers online, you’re probably already posting content on social media. Even though the average company uses 6 social networks for marketing, they’re largely “unsure” about the results. So how do you know what to post, and when, and where, if you want social ROI that really matters? A multi-channel content approach sounds like a lot, but a smart strategy has built-in opportunities to engage prospects and influencers. In this session, led by content marketer Katherine Griwert and Digital PR specialist Mel Carson, we’ll walk you through tips and tactics on strategic content for social.

You’ll learn answers to common challenges, including:

  • How to tap into social conversations to create engagement-focused content
  • How to carry one content asset across your social pages for maximum ROI
  • What types of unique headlines, hashtags and interactions work on leading networks
  • How to get the right influencers to share your brand’s message for better engagement and reach
  • Simple ways to measure success so you can make intelligent, efficient content choices

Brafton were kind enough to interview me a couple of months back on personal branding strategies and I’m thrilled to be working with them on delivering a top-notch session for the ClickZ Live audience in San Francisco.

Hope to see many of you in California for this fabulous event.

If you won’t make it, we’ll be sure to post the presentations on SlideShare soon.

Cheers,

Mel

How To Find And Reach Out To A Social Influencer? – Simply Measured Webinar

Every marketer knows that “people are powerful distribution channels for your brand message”, said Jon Dick a couple of weeks ago during a wonderful webinar we watched here at Delightful.

However, the question this poses, he went on to say, is: How can you get people to talk about your brand?

The webinar organized by Klout and Simply Measured answered this question for us by introducing how to successfully manage an influencer program for your brand. Featuring Jon Dick from Klout, Uri Bar Joseph from Simply Measured and blogger and digital marketing influencer Jess Estrada, the webinar showed how to identify, engage, and measure the success of relationships with influencers.

Below are the 4 top takeaways I found compelling from the one hour webinar:

Find the right Influencer

According to Jon, there are three dimensions for finding the right influencer: reach, relevance, and resonance. The Klout score measures reach and resonance, that is to say, the more people they reached and the more engagement they drove, the higher the Klout score they have.

Uri put “relevance” as the starting point of identifying an influencer. An influencer should be relevant to your branding goal in:

Location

Industry

Networks

Keywords

LINK! See what he did there?!

He also suggested you, “Choose the right influencers rather than the popular ones.” Don’t always focus on how many followers they have, remember that relevance and resonance are equally important parameters to be valued.

clip_image002

Pay attention to Citizen Influencers

According to Edelman’s research, a much greater degree of trust is afforded those with specific credentials or those with similar perspective. 62% of people trust “a person like me” while 43% of them trust a CEO. Citizen influencers are those people just like you and me on social media. They are active social content creators, and they have their own audience but not massive followers. Although they don’t have massive reach, citizen influencers are more likely to drive engagement and results. Trying to find this breed of influencers will surprisingly benefit your program.

Personalize the relationship

Quizzed about how to effectively manage relationship with influencers, Uri said, “Influencer programs are all about relationships, you are trying to build a relationship with a person.” Personalizing each influencer interaction when reaching out to them was a strategy valued by all three presenters. It’s important to do thorough research on them before sending out the message.

Jess Estrada mentioned that “90% of emails I get are standard PR pitches of things I never read or talk about on my blog. Why don’t they read my blog?” It’s very obvious that this kind of message would easily be marked as a spam. Creatively customizing your strategy towards each and every influencer will make them feel valued and appreciated. As Jess said, she’s naturally more likely to share information about the brand with her audience if she’s more engaged in a relationship with it.

Be specific and clear

As Uris says, managing relationships with influencers is more like creating an experience for them. “Don’t treat them as a PR people or media people that their entire purpose is just amplify your message, they want to see value out of this relationship.”

Being specific and clear about your expectations and how they can benefit from the relationship is the key when reaching out to the influencers.

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I hope you enjoyed reading this post. Know that here at Delightful, we’ve had great success in managing influencer programs as part of our digital PR services, so if you have a need, do get in touch.

Best regards,

Bianca Hu – Delightful Digital PR Co-ordinator

We’re Helping Judge the US Search Awards – Entries Close this Friday #USSearchAwards

Judge Mel Carson Twitter panel

For the second year running I’ve been asked to judge the US Search Awards which had it’s baptism of fire to much acclaim in Vegas last year at an event few will ever forget.

It’s always a pleasure and eye-opener to see what great work brands and agencies have been up to over the last year and I’m sure 2014’s will be bigger and better.

The entries close this Friday 18th, so get applying here: US Search Awards!

One top tip to bear in mind if you’re applying is: Don’t rush your application and follow the instructions.

It amazes me how some marketing managers charged with submitting their company entry do so in a haphazard way. You have to remember that, as judges, we’re often looking at hundreds of entries, so don’t make yours easy to dismiss on account of its sparseness or lack of signposts that you understand the category and have aligned your success closely to it.

Hoping to see many of you at Pubcon this year to celebrate that great event and the winners of the US Search Awards 2014!

Get submitting those entries NOW!

Cheers,

Mel

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