We've all heard it before: The sign of a good manager is someone who surrounds themselves with stronger people. This business strategy can be employed in all aspects of business. Ultimately, by hiring people that are stronger, it implies that the manager understands what they don’t know. So why don't more businesses employ this same business strategy for marketing their business and brands?
Just do a quick Google search for a quality understanding of what a brand strategy and you'll quickly learn that there is a lot of crap out there. Sadly, most people who say the words "brand strategy" often are clueless of the definition. Even worse, people who own the title “Brand Strategist” are increasingly less aware of what an effective short and long-term brand strategy should include.
Accuracy in weather forecasting is important, but more than that, knowing where to turn for forecasts and other relevant info is also high on the list. This is something AccuWeather is acutely aware of and their social media presence reflects the importance they place on presence and interaction. I spoke to John Dokes, Chief Marketing Officer for AccuWeather, to discuss the company's approach to social communications.
Make the most of everything you do, say and are to communicate exactly what you wish to convey. Once you’ve done this, it’s time to make the most of the elements, platforms, means, supports and other communication possibilities that both the traditional and the connected economies have to offer: it’s time to carry out “cross media” communication. That is, depending on the medium you work in, take the online to the offline or the offline to the online. Make the most of every channel and opportunity.
Years ago, when one would think of a social media strategy plan, they’d probably think of a long MS Word document (and probably feel sorry for the next person in line to read it). But as mind mapping emerged as a technique there are some clear benefits that it brings compared to a 2000 words written document. Here are some of the benefits of mind mapping your social media strategy.
Yes, social marketing can be fun, however it's also a lot of work. You have to take it serious - with all the changes that happen rapidly, you will always be on your toes. You can have fun with it, but you are doing this for your business or someone else's - it's not play time.
Every marketer wants to attain a passionate following that would live and die – well, not literally, but you get the gist - to support their brand. One of the greatest ways to achieve this is to polarize your marketplace or community. We all desire to be seen as a rebel or maverick: someone who is doing something different, cool, and even controversial. From an early age, we have all desired to be part of the perceived “cool crowd”. Brands that leverage this desire will find that their efforts will be enhanced by their customers’ own need to belong. Apple and HubSpot are living proof that a polarized audience can pay hug dividends.
If you have a business that does any marketing then this is great news for you. The bigger Facebook gets, the larger their user base is growing and the larger opportunities grow for brands. The two main channels you can utilize on Facebook that are uniquely Facebooks are the fan page and Facebook advertising.
In a situation where you're selling to multiple personalities, it's best to first connect everyone on a common ground then articulate clearly what's in it for each of them. The goal is to stimulate an engaging conversation that allows us to change perception, diagnose expectations and bring clarity...