CMO was at the 2013 ADMA Global Forum to discuss authenticity, technology, data analytics and creativity with Ted Rubin, McKinsey’s Josh Goff and Wieden and Kennedy’s Husani Oakley.
Ted Rubin
Ted Rubin shares, with @newscomauHQ’s @ClaireRPorter, the top 10 things businesses are getting wrong on social media
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, Return on Relationship Interview on @TheCMOclub TV
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
Give your Brand a “Personality Test”
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).
Building Customer Relationships with Branded Story-Telling
There are some new buzzwords in marketing going around, everything from “Collaborative Marketing” to “Relationship Marketing,” and even “Branded Content.” But what do those phrases really mean and how can today’s businesses take advantage of them?
Well, we all know that consumers are becoming more and more contemptuous of push advertising, which has traditional marketers scrambling to find a magic bullet to replace it. But with what? When social came along and marketers mistakenly tried to force push advertising messages there, the failures were huge.
Who Benefits from Entertaining, Non-Brand Centric, Commercials?
What did this last round of Super Bowl ads do for the brands who created them? In my opinion, not much—when you consider the colossal price tag of the ads compared to brand perception. This past year a 30-second spot cost $4M to air, not counting the costs for an agency to produce it.
According to MediaLife, $1.85 billion was spent on these ads over the past 10 years, and all the while TV viewership has flattened. So who really benefits?
Some Top Social Hits & Misses of the Past Few Weeks
It’s a wild and crazy social media world out there. Small businesses, big brands, celebrities and everyone in between continues to struggle to find the right balance of engagement and sharing in social media (some with grace, others… not so much). So, who knocked it out of the park and who struck out in social media in the past few weeks?
Here are a few notable items that gave me cause for pause:
Missed the Mark (by a mile)
Social Media has Played a Significant Role in the Rise of Marketing to Women… better keep an eye on the Latinas from #LATISM12
Social has taken away numerous connection barriers between brand and consumer, giving brands more direct access to not just push information out to consumers, but to actively engage in ongoing conversation with consumers and their networks. Since women, who control 85% of household spending, are the majority of social media users, it makes sense that marketers naturally have turned their focus to marketing to women. They hold the purse strings AND have the highest and most interrelated social media presence.