The Attention Show: Coming Up with Creative Marketing Ideas

Attention Show: Creative Marketing Ideas

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Much in the way of movie previews, during the “big game” or March Madness every year we all turn into critics. We talk about how awesome or how dumb a certain commercial was. This week, Good Monster’s CEO John Timmerman and the Director of Online Visibility Chris Madden try to stump each other as they freestyle different creative marketing ideas. From making the next great Instagram campaign for a garbage company, to getting users to convert and eat cookies… damn good cookies. Chris and John get creative on the fly in this weeks Attention Show.

The Attention Show News: Twitter Partners with Google, Social Signals Important for SEO

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Once again, Twitter and Google are back together. In early February 2015 it was announced that Google and Twitter reached an agreement that will give Google access to Twitter’s stream.

The details of this particular partnership are still unclear. What we do know is that Google now has access to 9,000 tweets per second. This makes perfect sense since Google is all about timely information. But what does this mean for Twitter? Well, massive exposure for one. If something happens on Twitter and Google feeds it to customers, it could position Twitter as an even bigger influencer.

What about marketers though?

For search marketers specifically, tweets will start to be visible in Google’s search results. As a tweet goes live, it will then show in the SERPs and could even make its way to the knowledge graph.

With the details of this partnership still unclear, marketers need to take notice as real time marketing will be more important than ever. Stay tuned!

The Attention Show: Interview with Jeffrey Hayzlett

“The future of broadcasting is building your own communities.” – @JeffreyHayzlett

Jeffrey Hayzlett


[powerpress]
Jeffrey Hayzlett is a global business celebrity, a prime time television show host on C-Suite TV, and a radio host on CBS Radio’s Play.it and C-Suite Radio. From small businesses to international corporations, his creativity and extraordinary entrepreneurial skills have enabled him to lead ventures blending his leadership perspectives, insights into the c-suite and business strategy, mass marketing prowess and affinity for social media. He is a well-traveled public speaker, the author of the bestselling business books, The ‘Mirror Test’ and ‘Running the Gauntlet’, and one of the most compelling figures in business today.

Jeffrey is a leading business expert, cited in Forbes, SUCCESS, Mashable, Marketing Week and Chief Executive, among many others. He shares his executive insight and commentary on television networks like Bloomberg, MSNBC, Fox Business, and C-Suite TV. Hayzlett is a former Bloomberg contributing editor and primetime host, and has appeared as a guest celebrity judge on NBC’s Celebrity Apprentice with Donald Trump for three seasons. Drawing upon an eclectic background in business, buoyed by a stellar track record of keynote speaking and public appearances, and deeply rooted in cowboy lore, Jeffrey energizes his role driving and delivering change. He is a turnaround architect of the highest order, a maverick marketer who delivers scalable campaigns, embraces traditional modes of customer engagement, and possesses a remarkable cachet of mentorship, corporate governance, and brand building.


Questions:

Q: Tell us a story about the coolest thing you have worked on in your career.

Q: Does a brand build a business, or does a business build a brand?

Q: In all your travels professionally what do you see that’s common in successful marketing campaigns? Is there a magic sauce?

Q: What are the biggest issues that businesses marketing teams are facing today?

Q: Looking into the future about 2 years, tell me what you see being the key to getting attention in a noisy world?

Monster Round:

1: What’s the first thing you think of when you hear the words “social media”?

2: What brand out there is absolutely killing it with their customers?

3: Who wins in a game of monopoly Jeff Bezos or Mark Zuckerberg?

4: If you were to start a business today, what business would you start?

5: Who do you most admire and why?

Resources:

2015 C-Suite Conference, Boston March 29-31 

C-Suite TV

C-Suite Network

C-Suite Book Club

Jeffrey’s Facebook 

Jeffrey’s Twitter 

Jeffrey’s LinkedIn 

The Attention Show Q&A: Landscape of SEO and Components for Success

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Watch the full episode on YouTube here


 

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What do you do when you want to find a product or service? You google it. If you think about how often you use a search engine to find something, the answer is probably quite a bit. Search engines always seem to answer your question with relevant results. What makes this possible? The answer is search engine optimization.

SEO is important, that we know. But why? Let’s say you are the best law firm in the area. When someone types in “personal injury lawyer” into a search engine, your firm is no where to be found on the first 5 pages.

In this episode of the Attention Show, we dive into the landscape of SEO and its components, discussing how it has changed, ranking factors, driving traffic as well as content and social media.

The Attention Show News Edition: Peer-to-Peer Payment Apps

 

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Watch the full episode on YouTube here


 

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Peer-to-peer payment apps are relatively new to social media. In October of last year, a group created a mobile payment service for Twitter and recently, Facebook acquired TheFind. TheFind is a discovery shopping search engine that will give Facebook immediate e-commerce marketplace capability.

But what does all these mean for marketers?

For one, it opens the door for consumer spending data to be factored into Facebook AD targeting. It also leaves open the possibility that Facebook, and other social media platforms, could offer scheduling and payment services to small and medium sized businesses.

It’s yet to be seen how marketers will seize this new opportunity, but we have some ideas how it can benefit your business in the very near future.

The Attention Show: Interview with Omar Kattan

“There’s no such thing as a secret sauce. Build up your network, get to know people, share information.” – @OmarKattan

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[powerpress]
Omar Kattan has over 20 years experience in corporate and branding strategy, marketing communications and advertising, spanning two regions; Middle East and North Africa as well as Europe. He was instrumental in setting up SEO and Inbound Marketing departments for what is now iProspect, and WPP’s MediaCom.

Over his career he has worked with big name clients including Nestle, L’Oreal, Philip Morris, Dell, IKEA, Shell, Deutsche Bank and VolksWagen. Currently he is the Managing Director and Chief Strategy Officer at Sandstorm Digital FZE – A Content Marketing Agency based in Dubai, Amman and Cairo.


 Questions:

– What’s the difference between working for a giant agency and a boutique agency?

– What types of clients are you working with?

– What types of marketing are working best for your clients?

– What is the hardest industry to market in?

– How has SEO changed?

– What do businesses need to focus on if they want to be found in Google?

– If a company wants to succeed in building a brand online, what is the most important thing they should they focus on?

Resources:

The Attention Show Q&A: How to Create A Social Media Strategy

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>Watch the full episode on YouTube here.<


 

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Social media marketing has become an extremely useful lead generation tool. But where do you start? There are so many social media platforms, how do you know which platform is best for you?

Most small/medium sized businesses don’t have unlimited resources. Many businesses have a marketing team consisting of 5-6 people with smaller businesses having a team of one. For this reason, whatever it is you want to achieve with social media must be clear. Additionally, there should be a system for managing and an understanding of which content works best where. However, arguably the most important question is “how can I convert social media followers into customers?

Take advantage of what social media has to offer for your business. It allows people in to check out your culture and learn about what it is you do and how you do it. Just be sure you are answering 5 important questions.

Wearable Technology: The Biggest Shift Since Social Media

Last Monday, Apple launched its new watch, the Apple Watch. This release marked a significant step in the effort to turn the company into a technology-based luxury brand. It also ushered Apple into the wearable technology business.

Many people are calling these devices “the future of mobile”. By 2016, it is predicted that smart watches will comprise about 40% of consumer wrist worn devices. Could this be the biggest shift since social media? As digital marketers, it will be extremely important that we find ways to tap into these resources.

But how?

How Wearables Will Change Digital Marketing

Usefulness and Relevance

A huge advantage of smartphones for digital marketers was the ability to track consumer habits making for a better marketing plan. Wearables will provide marketers with new types of information. For example, not only will we know where a user is and the time they arrived, but with wearables, we will be able to track user’s motives. Marketers will be able to record if a user goes to the gym, works out, then heads to happy hour with friends. Placing an ad for a bar in the area or a certain beverage like Blue Moon could help that particular user.

Through these insights, digital marketers will better understand not only how and when to engage with consumers, but also have the ability create hyper targeted ads that actually help a user.

Geofences

Apple has called their watch “the most personal device yet”. Along with other wearables, it presents a new way to reach the right person, at the right time, with the right message, inviting a new way to bring customers through the door.

App developers can use iBeacon technology and/or create “geofences” that are able to sense when a consumer is in close proximity to your location. Any store front could “tap” the nearby user through their wearable to get their attention and offer a special that expires in 20 minutes.

Digital marketers and developers will be forced to change their advertising materials to be much more personal.

More Screens

Designers and developers can take advantage of a second screen. Your wearable will constantly share data to the cloud on a regular basis. This will create unique ways for ads on screens around you to change what and how they advertise. One example of this is what you would buy when you are hungry or when you are not. As we start wearing these smart watches that record heartbeat and blood sugar levels, it’s not too farfetched to think we could start to see ads on your desktop or mobile device to reflect your “bio state”.

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What About Search Marketing?

If you thought wearable technology was a crazy fad or a piece of technology you could only see on Inspector Gadget you might want to rethink that. These items are extremely practical as consumers will be as connected as ever. Like smartphones, these smart watches allow for voice search in an even more practical way. No longer will consumers need to dig through their pockets or bags for their phones. All consumers need to do now is simply raise their wrist. Because of this practicality, will this increase the amount of searches through voice?

Search like you speak

Unlike typing a query in google, where we have to think about “what do I search for”, you can simply ask the question as if you were asking a friend. Shanti Shunn at Ecommerce Consulting showcases how the two are different. While typed search and voice search look completely different, they do achieve the same goal. The big difference is when we speak, we use words like “a” “for” and “me”. These “filler words” can give search engines an idea of what your intent was.

This was a big component of Hummingbird when Google released it in 2013. Instead of matching keywords, Hummingbird tries to figure out the meaning behind the words. Jim Yu, founder and CEO of BrightEdge states that “Every company should be thinking with a query mindset rather than keywords and optimizing for voice across devices, including wearables.”

So What Do We Do?

Not many understand how they will design or develop digital properties for wearables, specifically the Apple Watch. What we do understand is that users might not want all the notifications on their watch the same way they get them on their phone. With the emphasis of notification on wearables and not so much on communicating, there will be a huge breakthrough for direct message marketing apps like “Yo”. During the World Cup last year for example, the app sent users a “Yo” notification when a goal was scored. This meant there was no need to open the app and relates directly to the practicality of wearables.

Conclusion

While it may take time for the general masses to get on board with wearables, it is certainly not a fad and will be more commonplace like they were in the Jetsons. We as marketers will have to rethink the content and incorporate the growing role that notifications will play in the interaction of these devices. We will also have to embrace this new technology as a tool we can utilize to engage with consumers in a more targeted and effective way.

The Attention Show News: Live Streaming Your Business

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Click here to watch the full episode on YouTube.


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Anytime there is a new social media app and/or platform, everyone makes a mad dash to try it out. Meerkat is the latest app that has everyone from local tech folks live streaming shoveling snow to people like Gary Vaynerchuk setting up Meerkats of his #AskGaryVee show. Many are still toying with this new tool. The question on everyones mind is “Can my business benefit from Meerkat?”

Meerkat has an element of SnapChat to it. It is organic, has unscripted human elements and allows you to provide real time updates. These updates, by the way, will be “broadcast” to your followers who will be engaged with what you have to say since they opted into following you.

Meerkat is a perfect opportunity to open the door to your office and showcase your culture. For example, you could live stream a video tour or even a happy hour. Meerkat is also great for live streaming a new product or service launch. Founder Ben Rubin calls it “spontaneous togetherness” and this element of Meerkat is something businesses can certainly take advantage of.

Want to watch more episodes of The Attention Show? Click here!

The Secret Sauce of Snapchat

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Don’t have time to watch the full episode? Click here to watch the full episode filmed using Snapchat!

 

New business tools that are designed to create more customer engagement are always being introduced. It is up to the business owners and us marketers to identify the best tools and most creative ways to use those tools to create the necessary engagement that will then help grow your business.

We know the big players like Twitter, Facebook, Youtube and even Instagram. Many however, don’t include Snapchat in this conversation. Because it’s impossible to save or keep a message, marketers view this as less than ideal for building a brand or sharing.

They are all wrong.

An average of 21 million viewers per week tune into NBC’s broadcast of “Sunday Night Football” and 14.8 million people tuned into watch the midseason finale of “The Walking Dead”. But how many people watched a video broadcast on their phones showing unique sights and sounds of New York City’s “Snowpocalypse” filmed by mostly teens or adults in their 20’s? Who, by the way, are not professionals and are simply Snapchat users.

25 million! Thats how many!

The New Advertising Platform

While Snapchat does not run advertising in its “Snapstories”, they are in discussions with marketers on implementing this idea. They are certain to run ads in the future as there has never been a better content format with “Snapstories”. Why are these stories so great and how can they help build your brand? After all, these pictures and videos can’t be saved.

The Demographic is Right

According to Business Insider Intelligence, more than 60% of Snapchat users are in the coveted 18-24 age group. Among millennials, Snapchat is even more popular than Twitter!

The Audience is Completely Engaged

Facebook and YouTube videos offer the consumer an escape route. With both, users can simply leave an ad open in another tab or skip it all together. Snapchat however allows marketers to see if their ads are being viewed as users have to press and hold a button on the screen.

Great, Unique, Content

Snapchat allows consumers intimate access to big events like the Oscars Red Carpet or the post-Oscars party and even events on a smaller scale like a Syracuse basketball game in the Carrier Dome. Users can gain an inside look and feel as if one of their friends is giving them access to one of these types of events.

Snapchat story

Building a Brand on a Temporary Medium

Photos and videos are temporary, as a result you can’t build a brand using this platform right? Wrong. Repetition and consistency, that was the name of the game in the past when it came to growing your brand. Now however, brands utilize different attributes like authenticity and humor, adding a human element in place of repetition.

This is a match made in heaven for Snapchat. There is nothing more authentic than a brand engaging with consumers in an way that is unconventional and missing a number of the traditional branding elements. What’s more human than catching one of your co workers sleeping in a meeting or the president of the company playing Mario Cart in the office cafe? These not so serious moments are perfect for Snapchat. It allows users to receive instant updates from their friends day-to-day at the office and invites their network of followers to connect with the brand.

How Can Your Business Use Snapchat?

Exclusives & Promotions

Use Snapchat to tell your customers about any special sales or events. You can even give your most valued customers the VIP treatment by sending an invitation-only Snapchat, inviting them to a special sale or opening.

A frozen yogurt chain called 16 Handles is a great example of this. For their Snapchat campaign, they gave customers a unique and varying discount when they visited one of their stores and opened the snap from the register. The customer however, had no idea what the discount was until they were about to pay for their yogurt.

For companies that have an eCommerce store or an actual store presence, this can be a great way to take advantage of how temporary Snapchat is while engaging with users on a much different platform.

Customer Support

With Snapchat you can provide real time customer service in a way many other companies aren’t. With quick videos, you can provide assistance if a customer is having trouble with one of your services or products. One example of this is if a customer is having trouble replacing batteries in your product and they send you a picture of the issue. You can respond with a photo or video of your own demonstrating the easiest way to replace the batteries. This establishes trust amongst consumers and emphasises your dedication to customer satisfaction.

Preview New Products/Services

If you are offering a new service or have a new product you will be releasing, introduce it with a photo or video demonstrating it. For example, if you are a shoe store and have the brand new shoe that everyone is looking to get, showcase it and let everyone know your store is the place to go. You can also give your customers the chance to order it before it hits the shelves.

Conclusion

Setting up a Snapchat account is simple and downloading the app takes you through the process step by step. Once you are set up, what should you expect?

  1. Showcase the human aspect of your brand, allowing them behind the scenes and connecting them other platforms can’t.
  2. Creating content for engaged users on a platform that is even more popular than Twitter amongst millennials.
  3. Utilizing a channel your competition is still trying to figure the best way they can grow their business on.

Thinking about utilizing Snapchat for your business? Email us at whatsnext@thegoodmonster.com, and we’ll help you out.