Alone we can do so little; together we can do so much!
BUSINESSES should stop tweeting so much and shut up and listen to what their followers are saying about their brands on social media, according to Ted Rubin, Chief Marketing Officer of social media company Collective Bias.
And he would know. Of all the CMOs in the world, Ted has the most Twitter followers.
Ted Rubin, Social Marketing Strategist, Keynote Speaker, and Band Evangelist interviewed by world renown producer Gary Goldstein at The CMO Club Innovation and Inspiration Summit, Oct, 2013
Amazon, Walgreens, eBay, and Netflix—you know these companies. And if you’ve done business with them, or visited their websites, they know you, too. Not everything, of course—that would be creepy. But they probably know more than you think; they probably placed you in a category or two; and they probably know you watch spy thrillers on the weekends and order four pairs of shoes for your kids to try on, but that you usually keep just one. Even though it seems invasive on the surface, you’re probably just fine with it. Why? Because they take that knowledge and enhance your experience using real-time marketing—at the right time.
The following marketing executives all know how to use real-time data to solve problems, offer support, and make recommendations based on your needs and interests. They have helped their companies establish customer loyalty by engaging in the proper context and allowing customers to feel control over the message, which leads to an emotional attachment with the brand and at the very core—a Return on Relationship.
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
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. 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.
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.
Those who know me know that I am passionate about a lot of things when it comes to the world of marketing, advertising, branding and social media. From the latest campaign for Brand X to the latest techno-advance, I want to know about it, learn about it and in some 
But perhaps what truly gets my passion meter on the rise is when I hear of a brand doing something for the betterment of all of us; to truly have a profound and positive impact on we humans.
That is why I am here today. To tell you of a phenomenal campaign that seeks to do good for the world – in a big way.
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).
