Despite these troves of data, the most common direct marketing campaigns are what we call “spray and pray,” a ‘one size fits all’ approach where all recipients get the same message. This approach ignores the wealth of available data.
Archive for the ‘Social Media’ Category
The people and organizations who are really good at social media get that way with a skillful combination of ease and effort. They finesse the contradiction of working hard to come across as honest and unlabored. As Social News said, “The true key to social media is being exceptional while staying sincere. It’s harder than you think.”
Storytelling and blogging have a symbiotic relationship. Both Facebook (http://www.facebookstories.com/) and Twitter (http://blog.twitter.com/2011/11/introducing-twitter-stories.html) have whole sites dedicated to their users’ stories to demonstrate their offline impact. All three companies have a lot of time and resources invested in creating a robust and engaging company blog. Dametra keeps things fresh by getting a variety of contributors creating posts, which then begged the question: how do you get them to write it?! The consensus of the panel, and I suspect the audience, was that is the biggest challenge to the company blog. Jonny makes sure to offer kudos to those who write for the blog. He says it helps the contributor feel valued, and starts the momentum of others wanting to contribute.
Your brand isn’t a product or a line item on a spreadsheet. It’s the stories people tell about it.