A ll Posts – Page 23 – THE SOCIAL CMO Blog

Controlling the Ideavirus

August 3, 2013 by TheSocialCMO

Dennis O. Smith wrote in with this question about Unleashing the Ideavirus: “I understand the concept of spreading the idea, but how can you control or direct that growth? ‘Going viral’ is great for fast growth and sharing of your idea, but are there mechanisms to steer it, trim it, shape it, etc.”

The reason that so many people catch a cold every year is that no one is trying to control where it goes. The reason that Wikipedia is so robust is that control is decentralized. The reason that there’s a huge disconnect between corporate marketing and ideas that spread is that the culture of contagious ideas is anethema to the command, control and responsibility mindset of the industrial marketer.

A Conversation with Ted Rubin

August 1, 2013December 20, 2014 by Ted Rubin

Welcome to “a conversation,” a production of bowden2bowden llc with the intent to engage todays top thought leaders in the world of business, including marketing, branding, social media, public relations, advertising and writing in today’s digital space. A discussion

Is The Social Media Slumber Finally Over For Big Brands?

July 24, 2013December 20, 2014 by Steve Olenski

Perhaps it is because I am the father of a 13-year old daughter but whenever I hear the word “slumber” I immediately think of the phrase “slumber party” – which then conjures up fun, unless of course you are the host parent of said party.

However, if you’re a big brand, say on the level of a Fortune 500 brand, your “state of inactivity” – AKA your slumber – when it comes to social media, may finally be over. At least it may finally be over for some as that’s the indication one gets from reviewing data from a recent study from the University of Massachusetts Dartmouth Center for Marketing Research.

Most People are “Lurkers” in Social Media…

July 23, 2013December 20, 2014 by Ted Rubin

Most people are “lurkers” in social media. They are consuming your content but not responding. You are still building a relationship with these people, and they “do” participate… it is just vicariously via those who do engage and interact.

There are many lurkers, searchers and readers who may never interact, or even post, but still have a great deal of value.

Why Twitter is My Favorite Social Platform

July 22, 2013December 20, 2014 by Ted Rubin

Twitter gives you a view into what anyone and everyone is talking about, the ability to easily build a following, and immediacy.

I believe Twitter is a tool that leads to other forms of social sharing. I consider Twitter a place to lay the groundwork where other people pick up things.

Most C-level Executives, CMO included, view “Social” as media—but they don’t know how to interact with consumers there in a meaningful way. They want to buy CPMs or Likes—but don’t know what to do with them afterward.

July 18, 2013December 20, 2014 by Ted Rubin

CMO’s also make the mistake of assuming that the social audience has the same pain and passion points as their face-to-face or store audience. Most often that is not the case.

In order to get the real value out of Social, you must connect emotionally to the people who are there and find out what they’re looking for. CMOs are used to ads and campaigns, so that’s the place they gravitate, but even Facebook ads are only media buys. Ads are good for building initial likes, but they really are targeted to demographics just like any other ad.

Read more

The Power of Community in Social Media ~via @GenFabulous

July 16, 2013December 20, 2014 by Ted Rubin

by Chloe Jeffreys on July 11, 2013 in Coffee with Chloe, GenFabTV, Social Media – VIDEO interview below

Last year at BlogHer I had the chance to meet Ted Rubin, co-author of Return on Relationship, in person, but didn’t take it.http://www.youtube.com/watch?v=TTm5jhlYhTs&feature=player_embedded

MLB And Free Credit Score Team Up For This Year’s All-Star Game

July 15, 2013December 20, 2014 by Steve Olenski

I don’t know about you but I happen to love the MLB All-Star Game. I can remember as a kid watching and listening to the likes of Joe Garagiola and Tony Kubek call the game.

Nowadays I am as much interested for what happens on the field as I am off. Much like the Super Bowl I watch to see what the marketing and advertising folks have in store for the viewing public. Always fascinating to me to see which brands will try and take advantage of what is normally a very captive audience.

But there’s also a very fond memory I have as a kid that deals with the All-Star ballot. Who else can remember trying to poke the little holes next to your favorite player on the rectangular-shaped ballot? Of course that was then and this is now, AKA the digital marketing age and while paper ballots are still being used, one would suspect most fans would cast their votes via the Internet.

Give your Brand a “Personality Test”

July 10, 2013December 20, 2014 by Ted Rubin

Have you given your brand a “personality test” lately? When you think of big brands that stand out, what comes to mind—just their product, or how their communications make you feel about them? It used to be that mass advertising was the way brands developed a personality, but that’s no longer the case. With today’s social communications being so important to a brand’s reputation and perception in the marketplace, finding a way to involve your friends and followers in building that personality is essential.

I’ll give you a few good big-brand examples (personal disclaimer… Duane Reade and Mastercard are Collective Bias clients).