Video

Happy New Year!

1 Jan

I love this video from my peers at MarketingProfs! I wrote the script with Ann and we worked with the amazing team at C&I Studios to get it produced. Wishing you the best in 2013!

B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America

24 Oct

Who doesn’t love new research? I know I do! 

B2B Marketing Innovation: The eBook

28 Sep

I have about zero free seconds the week before the MarketingProfs B2B Forum, but this is worth taking the time to share. Our friends at Top Rank Blog pulled together some great words of advice from Forum speakers on how to be innovative in the B2B space. I’m very proud to be featured alongside some of my very favorite marketers, marketers who have taught me so much in my career.

Thanks to Lee Odden for making this possible!

Video

MarketingProfs B2B Forum: You’re Comin’ Right?

19 Sep

I love everything about this.

Image

Tell it like it is

30 May

Tell it like it is

Bull McCabe’s print ad from Somerville, MA. I think I’m in love!

Should Marketers be Pinterested? [Infographic]

3 Feb

Originally posted here: MarketingProfs Daily Fix

I’m an early adopter of nearly every technology, but for some reason,Pinterest never appealed to me. Admittedly, this is probably because I knew what a massive time suck it could be and that I’d probably become obsessed with it.

When the time came to consider if Pinterest was a good fit for the MarketingProfs brand, a few factors had to be considered:

  • What goal can it accomplish?
  • How do we measure success?
  • Who will manage it?
  • What added value does it provide over other social networks?

Because Pinterest is becoming an increasingly important channel for marketers, we felt it was only right to take a stab at it ourselves. Our goal? Branding/Awareness of our Free Basic Membership.Measuring Success? All shared links are tracked with Google Analytics to test conversions and referral traffic. Who will do it?The great thing about Pinterest is that you can divide the work by assigning contributors, so we chose four team members across the marketing and content teams. What’s the added value? We feel it allows us to tell a broader story of MarketingProfs, of how we see and love marketing, a story that isn’t easily told elsewhere.

I’ll admit it. It’s been fun, really fun—and we are tracking nicely towards our success metrics. But like all new things, we have to take a step back and analyze if this channel is really an effective one for marketers everywhere.

Here’s the good news: Monetate, a company that provides marketing agility products and expert optimization resources, has done the digging for us and packaged it nicely in an infographic (don’t you love that?).

Here are my 3 top takeaways:

  1. Pinterest is driving more traffic than Google+.
  2. Pinterest’s unique visitors have increase 329% from September to December 2011.
  3. To be successful on Pinterest, you should promote a lifestyle.

Check out the infographic below and be sure to comment on your current/future use of Pinterest. And to follow the MarketingProfs boards, click on over to our Pinterest Account.

Happy pinning!

Is Pinterest the Next Social Commerce Game Changer?

Not Lovin’ It: My Reaction to the McDonalds Twitter Fiasco

23 Jan

My lovely colleague, Veronica Jarski, asked me some questions about the recent McDonalds hashtag fiasco – check out the resulting post below.

Originally posted here: MarketingProfs Daily Fix

Like an awkward actor on stage, McDonalds has found itself at the mercy of hecklers. McDonalds promoted a tweet for feel-good stories regarding the brand, #McDStories, only to find the hashtag taken over by Twitter users with a sense of the absurd.

Now, #McDStories serves as a case study for what not to do when promoting a tweet. So, what can you do to avoid ever causing such a hashtag nightmare for your brand?

1.) Be self-aware. Know your brand. “If your brand is controversial, political, has been getting bad press, has fierce competition, etc., promoting your tweet may not be a good idea,” says one of MarketingProfs own marketing and tweeting stars, Corey O’Loughlin.

“Here’s why: Promoting your tweet puts you on EVERYONE’S radar—not just your fans’ who would normally love to hear from you.” And when you are top of mind for all of Twitter, it is far more likely that you’ll attract attention from haters.

“When u make something w/pride, people can taste it,” – McD potato supplier #McDStories mcd.to/zIlXXu

 

2.) Know why you are promoting your tweet. “What’s your desired outcome?” asks O’Loughlin. “What’s your call to action? What’s the promotion linked to? If you don’t know the answers to these questions, don’t tweet.”

3.) Do a test run. Send the tweet as a NON-promoted tweet to see what reaction it gets. If it’s not positive, why promote it?

4.) Support your tweet. One promoted tweet won’t stand on its own. You need to develop a plan for the promoted tweet. Be sure to support the promoted tweet with other tweets. If you’re promoting the world’s best mocha, also tweet about mochas, recipes, etc. Don’t leave the tweet out in the cold by its lonesome.

5.) Know when to pull the plug. If your promoted item is getting out of hand, pull the plug ASAP and start your damage control. (Reminder: Have a damage-control plan for your social media efforts.) “Hoping it will go away is not an effective social media marketing strategy,” says O’Loughlin.