Marketing During the Pandemic and BeyondIn this webinar (which I presented for the New England Direct Marketing Association on August 19, 2020), I talk about the importance of authenticity and immediacy in marketing, especially as witnessed during this pandemic. I share a handful of examples of brands that have pivoted during these tough times, changing up their messaging to align with how consumers are feeling about the world these days. You will learn how the social in social media can help you put a face on your brand and build trust among your audience which can lead to long-term, mutually-beneficial relationships.
Webinar production provided by Robert Lee of ShaLaLaLa Productions and John Kovaleski of OMBM Enterprises.
Age is Not Just a NumberAge is not just a number.
You can say that again.
Age is not just a number.
That’s the hashtag - #AgeisNOTjustaNumber – in a campaign recently launched by Grace Creative, an agency in Los Angeles specializing in marketing to women.
Featuring a special Age Anthem video (https://gracecreativela.com/work/age-proud-video) starring a number of women who talk about their respective career and life journeys, this ridiculously awesome new campaign asks women over 50 to “Tell us in a video or photo caption the journey your age has taken you.”
This is an inspirational, motivational campaign that anybody of any age should want to get behind, especially women, of course, as this campaign is geared towards them.
Ageism is real, after all, but everybody ages.
Good for Grace Creative in coming up with such an empowering idea and acting on it. Good for all the women who are contributing to the success of this campaign.
This is great #marketing. This is great #branding. This is great thinking. This is great crusading.
Just Be YourselfJust be yourself.
That’s the advice I received years ago from one of the mentors I’ve had during the course of my career so far.
I wasn’t sure what I was supposed to do as the new president of my Toastmasters club.
He said, “Just be yourself.”
To this day I am thankful for that advice, as it is carried me a long way through thick and thin in both my personal and professional lives.
Honesty is the best policy. Transparency and authenticity, too.
That’s the advice I give to anyone who will listen – friends, family, colleagues, teammates, even my clients.
Yes, brands and businesses, just being yourself in your marketing, advertising and sales efforts is the right way to go.
People do business with people, people they like, people they trust, people they believe.
So like Bill said to me about 30 years ago, I’m saying to you, whoever you are, whatever you do, “just be yourself."
Video excerpt from my keynote presentation at Bob Cargill's Marketing Road Show on Friday, November 22, 2019. Thanks to Ideal Video Strategies for the full-length video coverage.Thanks to my son, Ben Cargill, for the editing assistance.]
#SocialMediaLife #SocialMediaConsultant #SocialMedia
The Cluetrain ManifestoThe Cluetrain Manifesto (authored by Rick Levine, Christopher Locke, Doc Searls and David Weinberger) was published in the year 2000.
I read this book voraciously around that time and still talk about it to this day.
It’s a brilliant, prescient declaration about the transformation that has taken place since in the business world thanks to the internet and the emergence of online communications.
In a way, it was a warning to senior-level executives to realize that their customers and clients were talking about them behind their backs already, so they had better come down from their ivory towers and join the conversation.
Interestingly, that message still holds true 20 years later, as many business organizations still don’t understand how important a strong social media and digital marketing presence is to their success.
P.S. Don't know where to begin? Don't have the resources? I can help. Reach out to me anytime.
[Video excerpt from my keynote presentation at Bob Cargill's Marketing Road Show on Friday, November 22, 2019. Thanks to Ideal Video Strategies for the full-length video coverage.Thanks to my son, Ben Cargill, for the editing assistance.]
#SocialMediaLife #SocialMediaConsultant #SocialMedia
The Close of My Keynote on Social Media at Bob Cargill's Marketing Road Show
HyperleadersIf you want to stand out among the competition, you need to have a strong personal brand.
You need to have a voice.
You need to be heard on a regular basis.
You also need to be seen frequently.
You need to have boundless energy and enthusiasm.
You need to have ridiculously awesome communication skills.
You need to have mad knowledge and expertise.
You need to be able write well and speak effectively in front of an audience.
You need to know how to use social media to your advantage.
You need to have a loyal fanbase.
You need to be a hyperleader.
Video excerpt from my keynote presentation at Bob Cargill's Marketing Road Show on Friday, November 22, 2019. Thanks to Ideal Video Strategies for the full-length video coverage. Thanks to Ben Cargill for the editing assistance.
Don't Say You Don't Have Time for Social MediaDon't tell me you don't have time for social media.
Either you don't know how to use it, you don't like it, or you don't believe in it.
That’s probably more like it.
If you don’t make time for social media in 2020, however, you may fall dangerously behind your competition, not to mention your friends and your family.
From athletes to politicians, marketers to advertisers, educators to entertainers grandparents to distant relatives, people of all ages, in all walks of life, are using social media nowadays to communicate and stay in touch.
Social media is an extension of who you are as not just a professional, but as a human being.
Social media gives you the opportunity to show that you have a personality, not just a pulse.
Social media can be good for your career and your business, your health and your confidence.
Social media can be done on the fly, too. It doesn't have to be choreographed, scheduled and automated.
It doesn’t have to be perfect.
Some of the best social media activities are impromptu and extemporaneous, done manually by real people in real time, authentically and transparently, flaws and all.
Whatever you do, wherever you are, if you want to communicate effectively, don’t overlook the importance of social media. #SocialMedia
Watching the Presidential Candidates on Social Media
Social Media Makes That Word Spread Faster Than Ever
Use Social Media to Show the Human Side of Your BrandDon’t look now, but traditional marketing and advertising initiatives aren’t trusted like they used to be back in the day.
More and more consumers are turning off and tuning out if they come across anything that has to do with sales and promotional messages.
Skepticism runs rampant among today’s informed, impatient consumer base.
That’s why social media is so important to any organization’s attempts to engage with their audience.
Some of the most effective uses of social media are transparent, authentic and immediate.
Some of the best examples of social media show the human side of your brand and overcome any doubt and disbelief on the part of those on the receiving end of your communications.
P.S. Don't know where to begin? Don't have the resources? I can help. Reach out to me anytime. #SocialMedia #Marketing #Branding #Advertising
[Video excerpt from my keynote presentation at Bob Cargill's Marketing Road Show on Friday, November 22, 2019. Thanks to Jeffrey Gordon for the full-length video coverage. Thanks to Ben Cargill for the editing assistance.]
Conversations on Social MediaThere's always an opportunity to get into a conversation on social media.
A conversation that can lead to a long-lasting, mutually-beneficial relationship.
Like the ridiculously awesome conversation I had recently with The Wayside Inn's Sally Hild about #SocialMedia, #Marketing and much more.
To listen to our entire hour-long conversation, go to https://youtu.be/j2R2NRDaI78.
Go Engage Your AudienceOn your mark. Get set. Go.
Go engage your audience like the organizers behind the TD Beach to Beacon 10K Road Race are engaging theirs.
This popular road race, founded by the legendary runner, Joan Benoit Samuelson, in 1998, had to cancel its August 1 edition this year due to the pandemic. They decided not to go forward with a virtual version of the race, either.
But they are doing something very smart and strategic to celebrate the race and engage everybody who’s a fan of it.
They’re asking people to design their own version of the race’s start line on their driveway, take a picture of their artwork and share it on social media with the hashtag, #TDB2B10K. After the three most creative designs are selected, a winner – based on a community vote – will have their picture shared as the cover image for the race’s social media channels for a week.
Good for the TD Beach to Beacon 10K Road Race team. This is a great way to generate attention-getting, user-generated content (UGC) that amplifies their brand image while simultaneously shining the spotlight on their audience.
Whether selling products and services or putting on events like this world-class race, there's so much any brand, business or organization can learn from this win-win campaign. #SocialMedia #Marketing #Branding #CaseStudy #RoadRace #Running
Use Social Media to Build TrustDon’t look now, but people don’t believe everything they read, see and hear anymore.
Skepticism is rampant.
Respect in authority is not what it used to be, to put it mildly.
Trust in anything that resembles sales and marketing has dipped precipitously.
Consumers are turning off and tuning out as soon as they sense advertising.
That’s why social media is so important to brands.
Social media makes it possible for you to show the human side of your business.
Social media gives you the opportunity to be authentic, transparent and immediate.
Social media allows you to be conspicuous in your presence day in and day out, easily and inexpensively.
The more your audience members get to know you, the more they will trust you.
The more they trust you, the more likely they’ll be to express interest in what you have to offer.
Use social media to build trust.
P.S. Don't know where to begin? Don't have the resources? I can help. Reach out to me anytime. #SocialMedia #Marketing #Branding
You Can't Judge a Book By Its CoverYou have no idea how beneficial social media can be to you in both your personal and professional lives until you try it.
And trying it doesn’t mean just establishing a presence on Facebook or LinkedIn.
Trying it doesn’t mean jumping on those channels every once in a while, either.
Trying it means spending quality time - day in and day out - on all the major social media platforms including Instagram, YouTube, Twitter, even Pinterest, TikTok and Snapchat.
Trying it means reading some blogs and listening to some podcasts on a regular basis, too.
Trying it means monitoring, contributing to and even initiating conversations online.
You can't judge a book by its cover.
You can’t review a movie without watching it.
You can’t make a fair claim for or against social media based on what you read in the mainstream news.
You have to try #SocialMedia and see for yourself how invaluable it can be to you and your business.
How can I help? In more ways than you can imagine. Reach out to me anytime.
[Video excerpt from a recent conversation I had with Kathy McConnell - Transformational Marketer]
I Challenge YouI challenge you to challenge your audience on social media.
It’s a great way to get their attention.
It’s a smart way to get them involved with your products and services.
This month, I’m participating in Runkeeper's #RunToFeel challenge.
Because I’m a runner and training to compete in the Boston Marathon Virtual Experience this September, this challenge is right up my alley.
All I need to do is track 25 miles between July 1-31 with the #Runkeeper app and I’ve completed this challenge.
Challenges are very popular on #SocialMedia.
Perhaps the most famous one of all was the the Ice Bucket Challenge, which went viral in the summer of 2014 and raised over $200 million to help fight ALS.
Challenges can be made for #Fundraising, #Branding, #Marketing, #Sales, or just for the fun of it.
Whatever the challenge is, your followers on social media are bound to take you up on it.
Ideally, you will recognize and reward them, perhaps even share their content on your own social media platforms.
If you’re looking for a way to engage with your audience, challenge them on social media.