So Long Average Joe, Hello Diversity.

What the new demographics mean to branding. 

According to the recent Census findings from over 20 states, the concept of the average American is over. As a nation, we are becoming a more diverse population and in fact, in our 10 largest cities, no one segment forms a majority.

Throw out your cookie-cutters because the impact of this information to marketing, branding and talent acquisition is significant.

·      The concept of a value proposition, which by definition means creating a targeted strategy aligned with the wants and needs of your audience, is expanding in direct proportion to our audience segments.

·      Adding complexity is the fact that for the first time in history, we have four generations existing side-by-side in the workplace.

·      Social networks have fragmented our audiences even further, creating smaller clusters of niche groups with fewer members.  

In today’s world, building relevant and authentic messages that appeal to multicultural and multigenerational professionals means more market research and message testing. The good news is that the internet has provided us with a greater variety of ways to launch these plans.

Sites like GutCheck and Quantcast bring innovation to qualitative research. And survey tools like Survey Monkey and Zoomerang make Quant a breeze.

Sadly, these tools and technology will not help in analyzing the data and creating truly unique messaging and marketing plans that resonate with fragmented groups.

That can only be accomplished by people with experience, insight and creativity. Fortunately for you, I know a few of them.

A Brand, A Blindfold, A Birthday and The Bottom Line. Coke Turns 125

Valued at more than $70 billion, Coca-Cola’s brand is ranked # 1 in the world. Its nearest competitor by category, Pepsi, is not next in line, not even in the top 10. They’re a whole 23 steps away, worth only a mere $14 bil and change. Yet since 1975 when The Pepsi Challenge blind taste tasting events began, consumer preference trended towards Pepsi.

What’s up with that?

First, lets take a quick look at the difference in branding- the emotional connection consumers have with both.

What do you think about when you think Coke?
Maybe it’s Santa Clause. Maybe it’s Norman Rockwell. Coke credits their advertising with creating the modern image of big Nick himself. Or how about diversity- and the beautiful commercials about teaching the Whole World to Sing, that had America humming.

Now think Pepsi
Maybe Madonna comes to mind. Or Michael Jackson’s hair catching on fire during the filming of a Pepsi commercial.

Or maybe I’m too old.

Let’s go social to see how the two companies use the social network differently. 
Pepsi’s Facebook page looks downright sparse compared to Coke’s two dozen features.

Some Stats

Who Created the Page
Coke: Two fans, who were given a tour of the headquarters in Atlanta and whose video of the trip is prominently displayed on the site.
Pepsi: The PepsiCo marketing department.

Immediate Call to “Like” the Site
Coke: “Like Coke? There’s a button for that.”
Pepsi: “PHFFFT. MMM. CLICK.”

Number of “Likes"
Coke: 24.6 million
Pepsi: 3.8 million

Number of Photos
Coke: 13, 319
Pepsi: 1,774

A Social Media Gaffe?

The Pepsi Refresh project, with a promise of $20 million in donations for "refreshing ideas that change the world," is being revamped though the response was spectacular: 80 million votes registered; 60,000 followers on Twitter; 4 million “likes” on Facebook.

Only one problem- many voters and grant winners say they don't generally buy soda. Perhaps that explains why last month the Wall Street Journal reported that both Pepsi and Diet Pepsi had each lost about 5% of their market share over the past 12 months in the US.

The bottom line is that after 125 years in business, the future still looks bright for Coca-Cola. That’s because no one buys soda with a blindfold on.

If The Shoe Fits: Social Media Lessons from Converse

   Mashable just published an interview with Geoff Cottrill, Chief Marketing Officer of Converse. One passage jumped out at me:

   One day he discovered that Converse had 8 million [Facebook] fans and was asked what the brand should do. “Nothing,” he replied.

   How counter-intuitive! While the interview goes on to show that Cottrill’s philosophy isn’t quite that meager, his strategy for Converse is very simple and effective. Here are the lessons you can take from the shoe company and apply to your own brand.

   Listen More Than You Talk

   Cottrill explains that he actually meant “Do nothing special,” meaning Converse should allow online conversations to go on without any assistance. “The bottom line is that in social media you have to let go,” he tells Mashable, pointing out that the era of one-way communication is over. Studies have shown that people “Unlike” brands on Facebook when they post too often and broadcast too much promotional material. Allow your customers to come to you and address their concerns. If you just link to your own press releases, people will stay away.

   Give Things Away

   Knowing that rock musicians have a history of wearing Converse shoes to express their “individuality and independence,” the company is about to open a recording studio in Brooklyn, which it will rent to new bands for free; Cottrill promises that the musicians won’t even be asked to promote Converse in their work. You may not be able to offer a recording studio, but you can still hold giveaways and contests on your Twitter feed, Facebook Page, or blog. Give everyone who votes in your online poll a chance to win a small gift card or one of your less expensive products. You can also give away white papers, e-books, or other premium content.

   Focus on Core Marketing Truths

   For Cottrill, that means “Be relevant, make a connection, and be useful.” A quick check of the Converse Twitter feed shows that a significant portion of the tweets are @replies to customers and fans. You can emulate this strategy by keeping straight promotion to a minimum and actively engaging your followers with answers, fun facts, surveys, and links to content that matches their interests and lifestyle.

   Don’t Duplicate Content

   Cottrill says that he modifies his messaging based on the platform. The example he gives involves posting videos of rock bands on YouTube, while asking for band member interview questions from followers on Twitter. Duplicating content may save time, but you’ll pay for it as followers get tired of seeing the same links three or four times in one day. I’m very aware of this phenomenon and I created the Four Essential Profiles to ensure that your four main messaging sources work together instead of against each other.

   Ultimately, Cottrill compares his social media campaign to being a good party guest: bringing your unique voice to the medium, letting go of the urge to manage the conversation, and trusting your customers. The result is that Converse has four times as many Facebook fans as its parent company Nike -- and over three times that of Pepsi, which aggressively advertises its brand. “The key is to know yourself as a brand, be confident in your POV, and act that way wherever you are,” he says. Good advice.

   Read the entire interview here.

Happy Birthday, BRANDEMiX

Good Morning Readers.

Today, on the sixth anniversary of BRANDEMiX and the BRANDEblog, it seems like a good opportunity to look back on what I’ve accomplished and share with you all that I’m thankful for.

2005 was a very different world, and not just because everyone’s mortgage was secure and Barack Obama was still the junior senator from Illinois.

The internet in April of that year would hardly be recognizable to us now. Facebook existed, but it was available only to students at Harvard, Yale, Stanford, and Columbia. YouTube’s first video had just been uploaded. It would be another year before Twitter, another two years before the iPhone, and another four years before Foursquare. This rather empty social media landscape was ruled by MySpace, which was only a few months from its $580 million sale to News Corp.

Into this environment came BRANDEMiX and the BRANDEblog, and I was seen (not all that favorably) as an agent for communications change. My crime? Advocating the use of blogs!

Thankfully we've moved on (and by the way moved physically 3 times)!

I’ve been amazed to watch the scope of BRANDEMiX services expand from recruitment marketing, website development, and of course, employer branding to managing complex consumer branding projects, advertising, digital marketing and social media campaigns for wonderful clients in all industries and locations.

I’ve also had the privilege of speaking and presenting all over the world, bringing my workshops on the Four Essential Social Media Profiles and my “One Brand” philosophy to conferences and organizations of all kinds. Six years ago, we were all “SoMe Starters,” but now I get to consult and help create “SoMe Superstars.” Nothing makes me happier than watching someone who didn’t know a hashtag from a hash brown look at me and say, “I get it now.”

From internal communications projects like onboarding, benefits and wellness, and employee rewards, to public efforts like consumer branding and marketing, We have assisted companies with both their employer brand and their consumer brand, bridging the gap from marketing to HR.

And I’m supported in my endeavors by the finest designers, writers, service professionals and marketers, not just in New York City but perhaps the entire country. So big thanks to Jason, John, Katie, Anita and Stacey for leading the teams that bring the magic to the mix.

And thanks to you A-man for reminding us of the celebratory day. And shout-out to all the FOB's (Jayne, you were the first Friend of BRANDEMiX) for believing.

Looking back at the past six years, I consider myself a success…until I realize that I started my company at the same time that Mark Zuckerberg founded Facebook.

Maybe I haven’t quite arrived at his level yet, but I’m sure enjoying the journey. Thanks for coming along for the ride.

Just when you thought you were cool, augmented reality bites HR

You’ve already created a careers page that’s separate from your main site. You’re posting news and photos on your Facebook careers page and talking to applicants on your Twitter careers profile. You’ve set up your company’s Careers tab on LinkedIn and put videos of your office life on YouTube. What’s next?

Get ready to add AR to your HR. AR stands for augmented reality, an exciting new technology that will change many of our interactions with the world, including job searching. What is it? Applications that use augmented realityoverlay links, images, and information onto whatever you’re viewing on your mobile device’s screen. In a way, it’s no different than the scoreboard superimposed over the live broadcast of a baseball game. But in other ways, it’s a whole lot more.

Review sites such as Yelp! forsee using augmented reality to get information on whatever restaurants are around you. You’ll be able to simply point your smartphone at a restaurant’s storefront and see information displayed over the image, such as reviews, menu prices, or even the restaurant’s history. Point your phone at a crowded bar and you may be able to find people who are currently tweeting, or logged into Facebook – or looking to date.

The possibilities for recruiting are obvious. With the right app, a job-seeker could point their phone at a building or office and immediately see what positions are available. Links would appear that lead to videos of employee testimonials. The job-seeker would be able to have an application form sent to them by email, or even to schedule an interview – after all, they’re already holding their phone! Both the ease and the “wow factor” of such an innovative process will make sure that your company stands out in the crowded employment marketplace.

In fact, CareerBuilder is already pursuing this technology, as is CompanySpot in the Netherlands. The Dutch employment firm, which provides information on salaries and benefits to job-seekers, declares on its website, “What exactly is happening behind the large glass door of the headquarters across the street? Point your mobile at the building and you’ll know.”

Augmented reality applications for talent recruiting aren’t quite here yet, but they’re coming. Just as companies that scoffed at marketing on Facebook and Twitter eventually realized their mistake, recruiters who dismiss AR may soon find themselves scrambling to keep up. I’m excited about the possibilities that augmented reality offers and I’ll track its progress, both here and at my LinkedIn group Your Digital Brand.

So enjoy “regular” reality while you can – it’s about to get augmented!

Do Facebook Pages Work?

A recent report from Forrester Research has concluded that Facebook is not a major force in e-commerce. After surveying over 20 technology retailers and marketers, Forrester found that having a Facebook Page provided “little benefit” to the companies involved.

According to the Wall Street Journal coverage of the report, a Facebook presence “was less effective at customer acquisition and retention than email and paid search.” The report compared email marketing’s 11% click-through rate and 4% conversion rate to Facebook Pages’ 1% click-through rate and 2% conversion rate. Many technology and marketing sites have taken this to mean that Facebook Pages don’t work.

Not so fast. The naysayers are forgetting some important details. Let’s make sure you don’t fall into the same trap.

First, Forrester’s premise is questionable. Facebook Pages are geared towards brand awareness, not conversion, so comparing their conversion rate to email marketing’s is unfair. This difference is highlighted by Forrester’s lead researcher, Sucharita Mulpuru, who stated that “You go to Facebook to find other people, not to find a product.” But Facebook Pages provide “other people,” through an online community of like-minded consumers. And a smart company offers a “person” in the form of a friendly marketing professional who responds to questions, comments, and complaints.

Which brings us to the next reason why the report underestimates Facebook Pages: interaction. A Facebook Page isn’t a retail site, though companies such as Best Buy and JCPenney are experimenting with selling products directly on their Pages. Most companies, large and small, use Facebook Pages to communicate with their customers and allow customers to connect with each other. Die-hard fans love talking directly to their favorite brands, while those with questions or complaints can receive quick resolutions. This acquisition and retention of consumers eventually leads to sales that Forrester didn’t track.

Another problem with Forrester’s report is that it was probably conducted too early. Many companies don’t have Pages yet (just as, fifteen years ago, many didn’t have websites), so the survey pool is much smaller. More importantly, a lot of brands don’t understand how to use Facebook Pages. They post copy verbatim from their press releases; they broadcast promotions but don’t reply to comments; or they post far too frequently, filling up their Fans’ newsfeeds and quickly getting “Unliked.”

Marketing scientist Dan Zarrella recently found that companies that posted more than once a day received fewer “Likes,” while those that posted every other day received the most “Likes.” This discovery is still filtering down to companies that are still figuring out how to maximize their Facebook Pages. Until they do, and until more companies join Facebook, Forrester’s report shouldn’t be taken as gospel.

Don’t let the low conversion rate fool you; Facebook Pages do, in fact, work. They create brand awareness and loyalty, they give a voice to a company, and they inform Fans of special offers and new products. The key is knowing how to use them and what to expect from them. The added value and interactivity they generate is something that email marketing, paid search, or print ads – and maybe even Twitter – can’t duplicate.

Share
|

Exit Laughing: How to Reject Candidates But Keep Customers

   Let's face it: nobody likes rejection letters. HR managers don't like writing them and job-seekers don’t like receiving them. But is it possible to turn a rejection into a positive experience? I think it is. The right kind of letter can compliment an applicant, reinforce your brand – and convince them to apply again.

   Always Be Branding
   How can you write rejection letters that will keep them coming back? With "ABB" – Always Be Branding. Remember, you're representing your brand even when you're rejecting job applicants. If they were already a customer, you want to retain them; if they weren't, you want to turn them into one.

   Tell Them Nothing
   Many companies write a terse note explaining that a more qualified candidate was chosen, they'll keep the applicant's resume on file (a lie, isn't it?), and thanks for applying. This prevents the applicant from finding a specific complaint against the company, such as the hiring manager not liking them. A polite but vague letter conveys that there was no single factor that disqualified the applicant and that they lost to someone who was truly superior. This can be frustrating for the applicant, but it avoids lawsuits.

   Tell Them Everything
   Some companies take the opportunity to do some coaching, by highlighting areas that the applicant can work on. After all, many people prefer a clear reason for the failure over a mystery. You could go the other direction and actually praise the candidate, referring to their work in a particular position or their success with a specific project. This shows that you did, in fact, "like" the applicant, which eliminates another of their concerns. This strategy can backfire, however, as applicants may disagree with your reasoning; rejection lawsuits are rare, but they do happen. Keep this in mind when considering how honest to be.

   Tell Them Something
   The middle way is the smartest. After all, the goal of a rejection letter is to give the applicant a positive experience, much as you would with a customer or employee. To personalize and brand your company, you should tell the applicant something more than the standard three-sentence "no, thanks." Say that you hope they apply in the future, which implies that they have potential. You can admit that the applicant simply wasn't the right fit, which exonerates their qualifications. Say you hope they keep enjoying your product or service. In fact, you might even include a coupon or discount code in the letter; getting rejected by a food manufacturer or restaurant chain would mean getting a free meal!

   Job-seekers know that how a company treats its applicants is a reflection of how they treat their employees. But with a rejection letter that handles the unpleasantness with wit, grace, and style, you can make applicants love you even as you reject them…and guarantee they exit laughing.

Share
|