Debbie Laskey's Blog

Welcome to Debbie Laskey's insights and commentary about BRANDING, MARKETING, LEADERSHIP, SOCIAL MEDIA, EMPLOYEE ENGAGEMENT, and CUSTOMER EXPERIENCES. Debbie has worked in high-tech, the Consumer Marketing Department at Disneyland Paris in France, nonprofits, and insurance. Expertise includes strategic planning, brand development, marketing plans and audits, competitive positioning, websites, communications, public relations, employee engagement, customer experiences, and social media marketing.

Showing posts with label Twitter. Show all posts

Friday, September 27, 2024

Let's Celebrate International SEO Day!

Do you know what today is? If you answered International SEO Day, then you're correct! On this day, digital marketers, web developers, and businesses worldwide recognize the power of SEO and its impact on the digital age. And on September 27, 1998, the Google search engine was launched.

According to Wikipedia, "Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or web page from search engines. SEO targets unpaid traffic (known as natural or organic results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers."

To recognize the importance of SEO, I recently had a discussion with Lisa Sicard who's based in Maine, who I met on Twitter/X. Highlights follow a brief introduction. Lisa has over 25 years of experience and loves helping others with social media, blogging, and content marketing. She specializes in helping small businesses and bloggers to thrive and succeed online. She wrote a book, How to Tweet and Thrive on Twitter in 2020; and her blog was nominated as One of the Best Internet Marketing Blogs by Infinity Blog Awards in 2019, and also one of the Best Top Marketing Blogs in 2015 and 2016 by Fit Small Business.

QUESTION: Since you've been blogging for over a decade, what are your three best blogging tips?

LISA SICARD: Here are my three tips:

(1) Mastering SEO can make or break your blog. Start with thorough keyword and topic research before you write. This ensures that you're creating content people actually search for.

(2) Many bloggers miss out on the power of internal linking. Make sure to link your posts to each other. This not only helps with SEO, but it also keeps readers on your site longer.

(3) Lastly, your blog isn't a "set it and forget it" project. Update your posts every six months with fresh stats and new info. This keeps your content relevant and boosts your SEO rankings. Keep these tips in mind, and your blog will thrive.

Monday, February 12, 2024

Monday Morning Quarterbacking the Ads from Super Bowl 58

What do you remember from Super Bowl Sunday? This year, the game went down to the final seconds in overtime yet, so for football fans, the game was a genuine contest. But for marketers and those who watch the game for the ads, there was not as much excitement.

There was no ad similar to Apple’s 1984 ad. There was no ad that was as memorable as Budweiser’s post-9/11 ad from 2002 with the kneeling Clydesdales. There were no animated Coca Cola polar bears, and there was no Tweet memorable enough to rival Oreo’s "dunking in the dark" from 2013. And one thing to note for this year's batch of ads: no brand mentioned the Covid-19 pandemic, which was a complete reversal from the ads during the 2021 game.

According to CBSNews, "This year's crop of Super Bowl ads featured dozens of top brands, from Anheuser-Busch's iconic Clydesdales to Uber Eats' spot featuring Jennifer Aniston and Victoria and David Beckham...This year's advertisers are not only spending $7 million to buy half a minute of airtime, but are also opening their wallets to secure stars like Jennifer Aniston and Snoop Dogg, as well as on glitzy productions. And many companies post their ads ahead of the Super Bowl, hoping to build buzz and capture attention."

According to Aimee Picchi, "Super Bowl ads command a premium because the game is typically the most-watched media event of the year. That gives brands a chance to reach more consumers at one time than anywhere else, and many companies use the opportunity to trot out new products or introduce a new slogan. There's another reason why brands are so willing to pay up: About 3 in 4 people say they are actually excited to watch the ads during the Super Bowl. Families and friends typically watch the game together, and often talk about the spots as well as the game itself — a discussion that can carry over at work the next day, experts say."

Jura Liaukonyte, marketing professor at Cornell University's SC Johnson College of Business explained further, "This shared experience can amplify the emotional resonance of advertisements, making them more memorable and effective. When viewers watch the Super Bowl, they are not just passive recipients of content — they are engaged in a communal event."

This quote from Landor Associates is timeless and worth repeating: "Here are three tips to help you, your dad, or even your football-crazed grandma decide which brands scored a touchdown with their commercials: Is the ad on-brand? Will you remember the brand tomorrow? And, does the ad speak to the times?”

Without further ado, here were the ads that stood out to me from this year’s group:

DOVE: The theme of this ad was to support, encourage, and empower female athletes. The hashtag was #KeepHerConfident.

DUNKIN: This ad featured actor Ben Affleck, his friend Matt Damon, and his wife Jennifer Lopez. Since Affleck had appeared in previous ads for this brand, the appearance continued his brand storytelling and humor.

BEST FOODS MAYO: This ad featured a cat who became famous by saying MAY-O instead of meowing. For cat fans, this was a very amusing and memorable ad.

KIA: A young female ice skater wanted to skate in front of her father and someone else who was represented by an empty seat at a skating rink. It turned out that the girl's grandfather was in a wheelchair at home and unable to attend the performance at a rink. So the girl's father drove her to the grandfather's home and hooked up his EV9 vehicle to strands of lights to create a beautiful rink in front of the house. The girl and her father brought the skating performance to the grandfather, thanks to the EV9. This ad tugged at the heartstrings.

BUDWEISER: The brand's famous Clydesdale horses made a return appearance and also featured a dog, who helped guide the horses through the snow to make a beer delivery. While the horses and dog are wonderful brand ambassadors, this ad was not as memorable as previous ads.

Also, there seemed to be lots of movie ads, more than in previous years. However, I am looking forward to WICKED THE MUSICAL, the next Minions installment, the Kingdom of the Planet of the Apes, and the next installment of Kung Fu Panda.

During the game, while sharing posts on Twitter/X, the following brands stood out with their posts: Pantone, National Park Service, Library of Congress, and Elmo. If you missed their posts, check them out.

A few timeless words from Jacques de Cock, a faculty member at the London School of Marketing: "The Super Bowl is a phenomenon unsurpassed in the world. It is one of the few national social events, which is also why social media traffic during the game is so high...What is also remarkable is that advertising is not viewed as something to skip but is seen by 77 percent of viewers as part of the entertainment, and therefore, more watched and engaged with than any other television advertising during the year."

A famous brand stood out in New York City and also on Twitter/X for those around the world:

EMPIRE STATE BUILDING: During the game, the building changed the color of its lights based on which team scored a touchdown, and at the end of the night, the top of the Empire State Building was lit up in red to celebrate the game's winner, the Kansas City Chiefs!

Today, the official countdown begins for Super Bowl 59, scheduled for February 9, 2025, at the Caesars Superdome in New Orleans, the 11th time that New Orleans has served as host city. Will we see an ad or two that will go down as the best of all time? We'll have to wait and see.

Image credit: Pantone.

To read any of my previous Super Bowl ad recap posts, search #DebbieLaskeysBlog using the term “super” to access all the links.

To watch all the ads from Super Bowl 58, here’s the link:
https://sports.yahoo.com/super-bowl-commercials-grading-the-best-and-worst-of-the-2024-games-ads-161907255.html

Monday, January 1, 2024

Top Ten Marketing Highlights of 2023

With 2023 now history, it's time for my annual “Top 10” marketing highlights post – incredible that this is my 14th post featuring annual marketing highlights.

What do you remember from the 2023 marketing reel? What stood out as marketing innovation, and what will go down in history that was as memorable as Apple’s 1984 Super Bowl ad? Without further ado, let’s get to it!

With a nod and thank you to David Letterman for the format, here's my list:

NUMBER 10: During 2023, the Twitter brand continued to evolve under the ownership of Elon Musk, and in July, the transformation was the name to a single letter, X. Also, users no longer tweeted, but instead, posted. How can the new name be effective as a single letter? Will this Twitter/X name change become a timeless branding case study for marketing students like "Intel Inside" was? Unfortunately, for Musk, most media professionals constantly referred to the platform as "X, formerly Twitter."

NUMBER 9: In March, the annual Academy Awards took place, but the buzz was not about the awards, but instead, a famous part of the event preceding the show where the celebrities show off their fashion. Instead of a red carpet, a different color carpet was installed outside The Dolby Theatre in Hollywood. According to ABC7, "For the first time in six decades, Hollywood's biggest night is not rolling out the red carpet. The celebrated carpet will be a champagne color. We chose this beautiful sienna saffron color that evokes the sunset, because this is the sunset before the golden hour." I guess we cannot refer to the pre-event festivities as "walking the red carpet" anymore.

NUMBER 8: While stamps featuring King Charles III's face are now officially on sale to the British public, the new stamps feature a significant break from the past: None of the stamps include a crown. According to royal commentator Richard Fitzwilliams, "His preference for a simple image is more contemporary. The Queen wore a diadem and the image of her was internationally recognized. In a different age, the King has wisely chosen a more human image." Even King Charles thinks about personal branding and his image. (April)

NUMBER 7: Promoted as Amazon's philanthropic arm and also a significant sub-brand, AmazonSmile launched in 2013 and was a way for users to donate a portion of their sales toward their favorite charities. The appealing tagline read: "You shop. Amazon gives. Support your favorite charity every time you shop." According to CNN, "Amazon will shut down its SMILE charity donation program on February 20, 2023, as the company cuts costs and rethinks its strategy. AmazonSmile donated a small percentage of sales made on eligible purchases to a charity that shoppers chose. In total, $500 million has been donated since the 2013 launch." Will you miss this easy way to donate to your favorite charity? I definitely will. (January)

NUMBER 6: Museums are now re-branding ancient Egyptian remains. According to CNN, "They are among the most popular exhibits in museums worldwide, with a name so resonant, that blockbuster films have been built on it. But some museums in Britain are now using words other than 'mummy' to describe their displays of ancient Egyptian human remains. Instead, they are adopting terms such as "mummified person" or the individual's name to emphasize that they were one living people." Who says words and language don't have power? (January)

NUMBER 5: In April, the barcode turned 50. According to CNN, "The barcode, the rectangle of thick and thin parallel lines seen on nearly every grocery product, package, piece of luggage, and prescription bottle is turning 50 years old. Since its inception, the Universal Product Code (UPC) has become the most prevalent tracking tool for products around the world. Billions of items are scanned everyday around the world, and the laser-powered technology behind UPC's has changed the retail industry in particular." The birthdate of the barcode is celebrated on April 3, 1973, because that was the day that the IBM version created by senior engineer George Laurer was approved as the industry standard. Laurer received no royalties. The first item scanned with a barcode was a package of Wrigley's Juicy Fruit chewing gum for $1.39. Years later, the Smithsonian added a replica of the gum to its exhibition on the history of the barcode.

NUMBER 4: In September, the number 25 was significant because three well-known brands celebrated their 25th anniversaries.

GOOGLE
How many of us remember Alta Vista, Ask Jeeves, or any of the other search engines that existed more than two decades ago? Well, Google survived and has even entered the English lexicon by becoming a verb. Many of us simply say "Google it," when we don't know something. Google is a great case study for marketing students.

HARRY POTTER
When the Harry Potter series written by J.K. Rowling first appeared, the fantasy and magical plot quickly became a favorite of both children and adults. While it's hard to believe that Harry Potter was first introduced in a book, due to the movies and theme parks created in his honor, the books were so beloved that they inspired both children and adults to embrace reading as a hobby.

NETFLIX
Many of us signed up for movie DVD's via mail delivery in Netflix's early days. That service ended in September, however, Netflix has evolved into a TV channel alternative with its streaming service and award-winning content.

NUMBER 3: Starbucks Pumpkin Spice Latte (PSL) celebrated its 20th anniversary. According to the brand's website, "Since its introduction in 2003, the iconic beverage has had an influence on the coffee industry, pop culture, and everything in between. The Pumpkin Spice Latte is Starbucks most popular seasonal beverage - having sold hundreds of millions of PSL's - and is enjoyed by customers around the world. In 2022, Merriam-Webster officially added pumpkin spice to the dictionary, defined as a mixture of usually cinnamon, nutmeg, ginger, cloves, and often allspice that is commonly used in pumpkin pie." (August)

NUMBER 2: In July, people descended on theaters everywhere to watch the Barbie movie directed by Greta Gerwig and starring Margot Robbie. Here is one of the movie's stand-out moments: Gloria's (spoken by actress America Ferrera) moving monologue is one of the film's most powerful quotes. Gloria describes the unfair standards that females are subjected to in order to be viewed as desirable and liked by others. During the scene, Barbie has an emotional moment confessing how she feels that she is not good enough for anything. Gloria tells Barbie how she is so beautiful, and it kills Gloria that Barbie doesn't think she is good enough. Gloria continues by saying, "I'm just so tired of watching myself, and every single other woman tie herself into knots so that people will like us."

Related to the marketing buzz surrounding the Barbie movie that lasted for months leading up to the movie's release, including plot-less trailers and a plethora of merchandise ranging from clothing to shoes to nail polish to dog clothing to martini glasses to recliner lounges (just to name a few), was the power of the color pink plus the run on the actual color itself.

According to Smithsonian Magazine, "While building out the set for the new live-action Barbie movie, designers used so much of one particular shade of fluorescent fuchsia paint that they contributed to a global shortage," reported Chloe Malle for Architectural Digest. The bright pink hue used on the set was made by Rosco, a company headquartered in Stamford, Connecticut, that manufactures entertainment-friendly products ranging from paint to projection equipment to flooring.

In other related Barbie movie and marketing news, another movie opened the same day, Openheimer, so a new term was created. According to Wikipedia, "Barbenheimer was a cultural phenomenon preceding and surrounding the simultaneous theatrical release of two films, Barbie and Oppenheimer, in July and August of 2023. The word is a portmanteau of the films' titles. The strong contrast between Barbie, a fantasy comedy by Greta Gerwig about the fashion doll Barbie, and Oppenheimer, an epic biographical thriller by Christopher Nolan about physicist J. Robert Oppenheimer, scientific director of the Manhattan Project, prompted a comedic response from Internet users, including memes and merchandise. Polygon described the two films as "extreme opposites," and Variety called the phenomenon "the movie event of the year." Due to the marketing buzz for both, movie-goers purchased tickets to attend both movies on the same day, something not seen with such interest in the past.

And finally, drum roll please...

NUMBER 1: The Hollywood TV and film industry came to a complete stop during 2023. Both the writers and actors were on strike for a good portion of the year. While both strikes were eventually settled, and both groups returned to work in October (writers) and November (actors), new shows and films were still a figment of the imagination as the year came to a close. From a marketing standpoint, all advertising for blockbuster films did not happen, and advertising for new and returning TV shows did not happen. This was a significant chunk of change that went unspent for ads and red carpet events. Can Hollywood recover? Only time will tell, but thankfully, we can expect to see ads and red carpet events promoting new shows and films in 2024.

What would you add to this list? Here's to 2024 and another year of marketing highlights. Happy New Year!

Image Credits: Twitter/X, Barbie film, and Royal Mail via The Scotsman.

Sunday, August 20, 2023

What if we stopped calling X by X?

By now, everyone who uses social media platforms on a regular basis has heard that Twitter is no longer going by the name Twitter, and lots of Twitter users keep asking WHY. Elon Musk has dramatically changed the name of the social media water cooler to X, just the letter X. While this re-branding is crazy, it definitely caught the attention of the media.

According to Wes Davis of The Verge:

“The letter X has been on just about everything Musk has touched for the last two-plus decades. X.com was the original name for PayPal; it’s in his SpaceX company name; it’s in the name for the Tesla SUV; it anchors X.AI and his kid X Æ A-12; and he has said he wants to turn Twitter into “X, the everything app.” Now, he’s finally doing something with the X.com domain he bought back from PayPal in 2017.”

But, here’s a solution: What would happen if no one called Twitter by its new name? What would happen if no one changed the logo on their website or when using the platform? What would happen if no one changed the URL anywhere that they had Twitter’s URL?

This would make the name change and brand re-design effectively mute. It would be an uprising by users telling Elon Musk that they dislike his actions.

How about you? Do you miss the Twitter name and bird? Do you still use Twitter? Would you participate in a protest to keep the name and logo? Count me in.

Image Credit: Twitter.

Wednesday, April 19, 2023

Covid Brand Pivots, Marketing and Twitter

While many users left Twitter since Elon Musk took over, I chose to remain to continue to participate in discussions about brand marketing, leadership, and customer experience marketing as well as other interesting topics – and also to learn from fellow marketers and business leaders. And of course, there’s no better place to discuss Super Bowl ads in real time!

Do you recall what happened on this date in 2009? If you’re a Twitter fan, you’ll recall the race between actor Ashton Kutcher and CNN to be the first to reach a million followers. Ashton Kutcher became the King of Twitter by reaching that milestone on this date in 2009. Today, he has over 17 million followers.

Last year, I connected with Suzanne Huber from Toronto, Canada, and we had a Q&A about branding, marketing, and reading. The link is provided at the end of this post, and recently, we continued our discussion. Highlights follow a brief introduction.

Suzanne Huber is an award-winning digital strategist who has helped hundreds of companies and nonprofits attract new customers while growing brand awareness. She's a trusted advisor to entrepreneurs and executives growing their companies with a proven track record. Today, her company creates marketing strategies and provides outsourced digital marketing solutions that drive fast client acquisition. Suzanne also works with and trains small and medium-sized companies to launch their own innovative marketing campaigns that take their organizations to new heights. Her passion for driving results has made her sought after by business leaders actively growing their organizations.

QUESTION: You appeared here on my Blog in September 2022. I asked you then to share your three favorite brands with reasons why. Now, three years into the Covid pandemic, which three brands have pivoted during the pandemic and stand out from their competitors?

SUZANNE HUBER: This Is a hard question to answer. I will refer to industries and categories that are coming out on the other side since I am stumped on specific brand pivots. There are certainly some winners and comebacks that seem to be apparent.

Cruises in general have seemed to be bouncing back, likely not to where they were, but people are traveling on them again, which I personally think is wild given that they could not port in many countries, and this isn't technically over yet.

Baby formula is top of mind as well. As a new mom of twins, it's unbelievable how difficult it has been to source the last few months. There is high demand out there from all of the new babies that came to be during the pandemic.

QR codes are a winner too. Mass adoption for menus would not have happened without the pandemic – now users are asked to scan the QR codes to read menus.

The last category would be related to fitness/workouts. You can really source just about any kind now virtually. The pandemic forced the industry to go digital, and that can become a permanent fixture/revenue stream even though people are going back to gyms and studios in person now. Personally, I finally was able to work out consistently in my home (because I had to!) and will favour this approach moving ahead to save time going to and from the gym.

QUESTION: What are your favorite aspects of marketing?

SUZANNE HUBER: My favorite aspects would be starting and maintaining relationships with an audience of potential buyers by creating engagement with good content. This really allows you to scale yourself from a sales perspective. This is especially the case if you can generate interest and intrigue from an audience. It's technically selling at scale. Some sales professionals may disagree, but marketing really facilitates the sales process, and if your content isn't helping to bring buyers further down the funnel, then it isn't working for you. Marketing also provides the opportunity to stand out and be different with your positioning. Who you serve and how you connect with them. I love the creativity and ways to resonate with your ideal buyers through content.

Monday, March 27, 2023

How to Craft a Message That Resonates

Monday, March 20, 2023

PR, Storytelling and Brand Messaging

As a member of the Twitterverse for 14 years, I always enjoy meeting new people and learning from them. However, due to the chaos resulting from Elon Musk’s takeover of Twitter, I joined the Twitter exodus for a short time and joined Mastodon. One of my new connections on Mastodon is Christina Ferraz from Houston, Texas, and I invited her to appear here on my Blog in a Q&A about public relations and brand messaging. Highlights of our conversation follow a brief introduction.

Christina Ferraz is a high performance, flexible communication strategist, and adjunct professor with 20 years of experience. After matriculating with honors from Temple University with a Master of Science in Communication Management and awarded scholarships to present her research at the Popular Culture Association/American Culture Association, Christina grew her business, Thirty6five, with networks in New York City, Philadelphia, and Houston working with non-profits, small businesses, and public figures. Hispanic Public Relations Association awarded Christina with the Best Non-Profit Campaign for her work with Houston Ballet in 2022, and PRNEWS recognized Christina's work by awarding her Honorable Mention for the Pioneer Award in the CSR and Diversity Awards 2021. She has been quoted by The Washington Post, NPR, CNN, Houston Chronicle and has spoken on panels for to discuss the role of public relations in corporate social responsibility, marketing, and diversity, equity, inclusion, and belonging. She was also quoted in my post about 2022’s Brand Identity Changes – a link is provided at the end of this Q&A.

QUESTION: What three brands are handling their public relations campaigns exceptionally well during the Covid pandemic, and why?

CHRISTINA FERRAZ: TikTok is handling their public relations campaigns exceptionally well considering how US lawmakers view the platform as a security threat, because their parent company is based in China and want to ban the platform. TikTok’s popularity exploded during the Covid pandemic due to its videos depicting everyday life and replicable dance challenges. TikTok continues to grow and attract users as well as influence culture, so it will be interesting to see how they handle crises this year, and what they will do to remain dominant in social media if they are banned in the US.

I’m also impressed by Roc Nation and the NFL public relations campaigns in how they are using their strategic partnership to highlight Black artists and target Millennials. Last year, the Super Bowl Halftime Show featured Mary J, Blige, Dr. Dre, Snoop Dogg, Kendrick Lamar, 50 Cent and Eminem. The NFL was creative with how they had artists perform away from dancers on the field to respect social distancing among the Omicron wave in January. This year, the Super Bowl Halftime Show will feature Rihanna, an artist who once said that she would never perform for the NFL. Collectively, Roc Nation and the NFL show the importance of strategic partnerships and how keeping brands relevant by tapping into their target audience’s nostalgia is a clever strategy for success.

Walgreens is also a brand that handled public relations well during the Covid pandemic. In addition to managing marketing communications for vaccinations and testing, Walgreens was simultaneously managing crisis communications for its association with Theranos. Owned and founded by Elizabeth Holmes, Theranos was a privately-held health technology corporation that falsely claimed to own technology that could run several diagnostic tests using very little blood. They formed a partnership with Walgreens for these machines to be in their stores so they could expedite testing at a cheaper cost providing more access to the public. By focusing more on the marketing communications for vaccinations and testing, Walgreens was able to minimize blowback for their participation in what has now been called fraud by the SEC.

QUESTION: Due to all the chaos resulting in Elon Musk's purchase of Twitter, we met on Mastodon. How do you envision your use of Mastodon will be different than your use of Twitter?

CHRISTINA FERRAZ: I anticipate my presence on Mastodon to be much more about connecting with like-minded individuals where we can discuss numerous topics without the threat of violence or the proliferation of disinformation. I do not foresee Mastodon becoming part of my marketing funnel for my company, Thirty6five, so I believe that Mastodon will allow me to be more observant and supportive of other creatives while sharing/boosting their thoughts to my followers. I think the biggest difference between my use of Mastodon and Twitter will be the amount of writing I will do when speaking on PR crises. Twitter did not have enough characters to write extensively about any topic without linking to another website or social platform to read more.

QUESTION: What inspired you to join the field of public relations?

CHRISTINA FERRAZ: I’m a former journalist, so I’ve always been drawn to telling stories – it’s my passion. I found that public relations allowed me to focus more on writing and provided me with a variety of experiences I wasn’t privy to working in radio and TV. I realized I enjoyed bringing attention to brands and entrepreneurs making a difference in their communities and improving the lives of others. It’s incredibly rewarding to support these leaders and help them reach their targeted audiences to get the attention they deserve. I also love managing crises. Creating crisis communication responses that both inform the public and protect brands is thrilling!

SHARE THIS: I’ve always been drawn to telling stories. ~Christina Ferraz #DebbieLaskeysBlog

QUESTION: In an article for NPR, you said, "Trust with [a] brand is what's going to make [consumers] invest in the brand." With that said, how do you align public relations with brand marketing?

CHRISTINA FERRAZ: Building trust with consumers requires a consistent approach to public relations such that media placements, crisis responses, and strategic partnerships build an identity that aligns with brand marketing. What you say is just as important as what you do -- and what you say you’ll do -- and in that way, public relations and marketing need to be in lock-step in the formation of brand identity and tone when it comes to media mapping and marketing campaigns.

Additionally, corporate social responsibility has become more important in recent years, most especially with Gen Z consumers, and responding accordingly to crises lends to the importance of brand reputation. Social media allows for both the documentation of a brand’s history and instantaneous reactions that can immediately reach millions of people.

A thoughtful approach to public relations and brand marketing is important in building trust by maintaining a positive brand reputation that convinces consumers to invest in that brand.

SHARE THIS: Building trust with consumers requires a consistent approach to public relations. ~Christina Ferraz #DebbieLaskeysBlog

QUESTION: According to Laura Holloway, Founder and Chief of The Storyteller Agency (@StorytellerAgcy on Twitter), “Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.” What does this quote mean to you?

CHRISTINA FERRAZ: I appreciate this quote by Laura Holloway because it is the same approach I take with public relations. The difference between marketing and storytelling lies in the way a brand values its consumers. If you only see consumers as a sale to make instead of human beings connecting to hear the difference/sameness in our stories, you will be talking AT people instead of TO people – and people hate being sold. To me, this quote means that storytelling is greater than marketing, and to be successful in communications is to ENGAGE WITH your audience instead of JUST SELLING TO your audience.

QUESTION: What are your three favorite brands, and why?

CHRISTINA FERRAZ: Here are my three:

I am a fan of Coca-Cola because of their approach to branding – from design to marketing to strategic partnerships. Coca-Cola demonstrates a level of consistency and global reach most brands will never achieve. Their brand identity revolves around family which is a universal theme by which any culture can relate.

I also support Lush Cosmetics because of its commitment to recycling, fair trade practices, advocacy, and philanthropy, refusal to test on animals, and global presence that influences them to create products reflective of the local culture in addition to their evergreen campaigns and products. I especially like their brand consistency because no matter where you are in the world you can recognize a Lush Cosmetics store with its black packaging, white script, and tongue-in-cheek marketing.

Lastly, I have a great deal of respect for Nike and its commitment to diversity, equity, and inclusion. From groundbreaking campaigns with celebrities like Michael Jordan to creating adaptive clothing for people with disabilities, Nike is a case-study on the ways in which consumer feedback influences branding. Social listening can be incredibly helpful in helping a brand to remain relevant, and Nike demonstrates how social listening can contribute to the longevity and success of a brand.

My gratitude and appreciation to Christina for sharing her public relations and messaging insights.

Image Credit: Debbie Laskey.

Quote featured on Debbie Laskey’s Blog:
“2022 Was the Year of #BrandIdentity Changes”
https://www.debbielaskeysblog.com/2023/01/2022-was-year-of-brandidentity-changes.html

Article referenced in first question’s response:
“Lawmakers are trying to ban TikTok. That won’t be easy – it’s part of our culture now”
https://www.cnn.com/2023/01/07/us/tiktok-ban-culture-cec/index.html

Article referenced in final question’s response:
“Nike launches hands-free shoes inspired by man with cerebral palsy”
https://disabilityhorizons.com/2021/02/nike-launches-hands-free-shoes-inspired-by-man-with-cerebral-palsy/

Connect with Christina at these links:
Website: www.thirty6five.com
LinkedIn: www.linkedin.com/in/theprprofessor
Instagram: @theprprofessor
Mastodon: https://techhub.social/@christinaferraz

Monday, February 13, 2023

A Recap of the Ads from Super Bowl 57

What do you remember from Super Bowl Sunday? This year, the game went down to the final seconds, so for football fans, the game was a genuine contest. Also, at the conclusion of the National Anthem, for the first time in Super Bowl history, an all-female team of US Navy aviators conducted the pregame flyover, commemorating 50 years of women pilots in the US Navy. But for marketers and those who watch the game specifically for the ads, there was not as much applause.

There was no ad similar to Apple’s 1984 ad. There was no ad that was as memorable as Budweiser’s post-9/11 ad from 2002 with the kneeling Clydesdales. There were no animated Coca Cola polar bears, and there was no Tweet memorable enough to rival Oreo’s “dunking in the dark” from 2013. And one thing to note for this year's batch of ads: no brand mentioned the Covid-19 pandemic, which was a complete reversal from the ads during the 2021 game.

The difference this year from previous years was Twitter. Since Elon Musk took over in late 2022, many users left the platform, and some chose to not participate in the real time chats as in previous years. While some chatted on Mastodon, some remained on Twitter and discussed the ads using familiar hashtags #SuperBowlAds, #BrandBowl, #AdBowl, and #KelloggBowl.

According to Statista, the cost of a 30-second ad during Super Bowl 57 was $7 million. According to Forbes, the match-up between the Kansas City Chiefs (now 2023 Super Bowl champs) and the Philadelphia Eagles was the third most-watched Super Bowl, and 113 million Americans watched.

This quote from Landor Associates is timeless and worth repeating: "Here are three tips to help you, your dad, or even your football-crazed grandma decide which brands scored a touchdown with their commercials: Is the ad on-brand? Will you remember the brand tomorrow? And, does the ad speak to the times?”

Here were the ads that stood out to me from this year’s group:

DUNKIN DONUTS: This ad featured actor Ben Affleck working in the drive-thru surprising customers. The final customer was his wife, Jennifer Lopez, who asked why he was working there and asked for a glazed donut. This ad was funny and a surprise. Brands can never be sure if the use of celebrities will be a hit or a miss, but this ad worked.

PARAMOUNT PLUS: This ad featured actor Sylvester Stallone in a similar storyline to his film Cliffhanger. His three daughters were also a part of the ad. Again, the use of celebrities can be a hit or a miss, but the point was that Paramount Plus is a way to watch films, so the ad worked, and was also funny – since Stallone fell off the mountain into snow when he sneezed.

T-MOBILE: Two ads were laugh-out-loud funny. One featured actor Bradley Cooper with his mother. His mother could not read her lines correctly, and the two were nearly hysterical with laughter – causing the audience to laugh. The second ad featured actor John Travolta singing a famous song from Grease, whose antics are usually funny. Both ads were memorable.

AMAZON: This ad featured a dog that tore up everything in the house, so its family ordered a dog crate from Amazon, and a new puppy arrived – hopefully to entertain the dog. The ad tugged on the heartstrings. This ad also reminded viewers to watch the Puppy Bowl if they taped it for later viewing.

While AVOCADOS FROM MEXICO featured an ad that did not wow me, throughout the game, the brand’s Twitter feed was full of Tweets that addressed other ads. The Tweets were ALWAYS on brand and memorable. Therefore, big applause to this brand’s Twitter team!

And lastly, a few words about M&M’S. Prior to the game, the brand made a big deal and announced that actress Maya Rudolph would take over for the colored spokescandies, who were taking a break from their duties, which always included participating in an ad during the Super Bowl. In the days leading up to the Super Bowl, the name of the candy was changed, the inside of the candy was changed, and to be honest, it was hard to keep up with all the drama. But then, at the end of the Super Bowl, the spokescandies held a news conference, and all was right with the world: The candies/characters/brand ambassadors announced their return.

A few words from Jacques de Cock, a faculty member at the London School of Marketing: "The Super Bowl is a phenomenon unsurpassed in the world. It is one of the few national social events, which is also why social media traffic during the game is so high...What is also remarkable is that advertising is not viewed as something to skip but is seen by 77 percent of viewers as part of the entertainment, and therefore, more watched and engaged with than any other television advertising during the year."

There were some other interesting brands that stood out during the game:

EMPIRE STATE BUILDING: During the game, the building changed the color of its lights based on which team scored a touchdown, and at the end of the night, the top of the Empire State Building was red for the Kansas City Chiefs.

VIRGIN VOYAGES: This brand was a scoreboard at sea and showed updated scores on the side of its ship throughout the game and at the end.

Let’s not forget the friendly wagers made by these brands before the game:

PHILADELPHIA MUSEUM OF ART: Since the Chiefs won, the Philadelphia Museum of Art will now have to display a piece of art from the Nelson-Atkins Museum.

PHILADELPHIA ZOO: Since the Chiefs won, the iconic elephant statue will wear Chiefs-branded attire.

Are you counting the days to Super Bowl 58, scheduled for February 11, 2024, at Allegiant Stadium in Las Vegas? I am – with hopes that we’ll see an ad or two that will go down as the best of all time!

Image credits: Debbie Laskey.

To read any of my previous Super Bowl ad recap posts, search this Blog using the term “super” to access all the links.

To watch all the ads from Super Bowl 57, here’s the link:
https://www.cnet.com/culture/sports/super-bowl-commercials-2023-watch-all-the-big-ads-from-the-big-game/

Wednesday, February 1, 2023

Twitter and 2023’s Super Bowl

With all the buzz surrounding Twitter, this year’s Super Bowl is bound to be very, very different than years past. The reason is simple for those who live and breathe in the Twitterverse and can be explained with two words: Elon Musk. Since Musk officially took over Twitter in October 2022, the Twitterverse has changed dramatically, and the Super Bowl will be one example of the drastic change.

Many users left Twitter – some migrated to Mastodon, and others simply took a hiatus from the real time news and commentary social media platform.

Many brands stopped advertising on Twitter and put a pause on their tweets.

But the most disappointing change for this marketer will be the loss of a real time conversation during Super Bowl Sunday about the ads. Whether the hashtag is #SuperBowlAds, #SuperBowlAdvertising, #BrandBowl, #Ads, or any other marketing or branding hashtag, the conversation is bound to be substantially smaller than in years past, if at all.

Remember the Oreo tweet during the 2013 Super Bowl? When the electricity went out in the stadium, the Oreo marketing team pivoted quickly with a great idea and tweeted: “Power out? [Photo: No problem. You can still dunk in the dark.]”

In response, Lowe’s home improvement stores tweeted: “Hey dome operators at the Big Game, there are a few Lowe’s nearby if you need some generators.”

And also in response, PBS (public television TV channel) tweeted: “This might be a good time to think about alternative programing. #SuperBowlBlackOut”

And remember the Apple Ad during the 1984 Super Bowl that introduced the Macintosh computer? No ad has rivaled that one in terms of impact except, perhaps, the 2002 Budweiser ad in which the Clydesdale horses knelt in memory of the lives lost on September 11, 2001.

So, what will happen off the field during this year’s Big Game? Where will the most interesting conversations take place to discuss the ads? Your guess is as good as mine – but be sure to check out my blog on the morning after the game on February 13, for my annual review of the ads.

Image Credit: Debbie Laskey.

Friday, January 20, 2023

Marketing News of the Week: End of a Music Era, MLK Day, Pepsi, and the Super Bowl

This week saw some interesting marketing news.

DEATH OF LISA MARIE PRESLEY
On the eve of last week's recap post, Lisa Marie Presley, the only daughter of rock and roll legend Elvis Presley, died in a suburb of Los Angeles. What made the news so shocking was that Lisa Marie was young, only 54 years of age, but her life had been full of heartbreak beginning with the death of her famous father when she was 9 years old, four marriages that ended in divorce, and the death by suicide of her only son in 2020. She will be buried at Graceland, Elvis's estate in Memphis, Tennessee, alongside her father, son, and other Presley family members. This week, according to the Los Angeles County coroner, the cause of death is unknown, and more tests have been ordered before making a determination.

CELEBRATION OF MLK DAY
Earlier this week, we celebrated the life of civil rights leader Martin Luther King, Jr. The third Monday in January has become known as MLK Day, and as Angelia Williams Graves wrote, "We must not reduce MLK Day to a day off or a quote on social media. Today, we celebrate the great Martin Luther King, Jr. and remember his legacy as we continue to advocate for equity, freedom, and voting rights. We're not there yet." The most impressive reports during the day's newscasts were of young people reciting the "I Have a Dream" speech in front of the Lincoln Memorial in Washington, D.C., and sharing their thoughts as to the speech's meaning.

Some people used the day off from work as an opportunity to volunteer for their favorite charity or learned about a new nonprofit to support.

PEPSI RETURNS TO SUPER BOWL
Pepsi announced that it will promote its zero-sugar soda in its first Super Bowl ad in three years. The revamped flavor relies on a different sweetener system, resulting in a product that consumers found more refreshing, according to early testing.

TWITTER AND SUPER BOWL 57
Speaking of the upcoming Super Bowl, marketing pundits wonder how the Twitter chaos will impact Super Bowl advertising. Twitter is usually a no-brainer for Big Game advertisers, but this year is different under Elon Musk's ownership. Will advertisers show up on Twitter? Will people follow the conversations about the ads on TV in real time as in years past? Or, will Twitter be invisible during the Big Game? I guess we'll have to log in to see what happens.

Image Credit: Twitter via AdAge.

Friday, January 6, 2023

Marketing News of the Week: Prayers for Damar and GM

This week saw some interesting marketing news.

PRAYERS FOR DAMAR
After the nation watched Buffalo Bills football player Damar Hamlin collapse on the field during the Monday Night Football game between Buffalo and Cincinnati, everyone held their breath. In an unprecedented sight, players on the field of both teams kneeled and prayed together. Minutes ticked by, followed by the appearance of an ambulance, and then the ambulance took Damar to a local hospital. Broadcasters were speechless. The NFL ultimately postponed the game, and fans in the stands and viewers at home knew that something terrible had happened. While sports fans awaited news over the next few days, all 32 NFL teams changed their Twitter profile pictures to Damar’s name and number. This show of support proved that “Sports is important. And suddenly it’s not,” according to ESPN’s Scott Van Pelt. In addition, the hashtag #PrayersforDamar trended on Twitter. How can the NFL go forward with its marketing following this event? Perhaps, there will be a very memorable ad during the Super Bowl - and if Damar recovers by then, perhaps, the ad will feature him.

GENERAL MOTORS (GM)
According to CNN, “One year after losing the title it held for nearly a century as the top car seller in America, General Motors is back on top.” GM reported US sales of 2.3 million vehicles, which was a lower number than in past years because production was impacted by a shortage of parts, primarily computer chips. How will this news impact GM's marketing during 2023?

What other marketing news stood out to you this week?

What will be the marketing buzz next week? Tune in to read all about it.

Image Credits: Buffalo Bills and General Motors.

Sunday, January 1, 2023

Top Ten Marketing Highlights of 2022

With 2022 now history, it's time for my annual “Top 10” marketing highlights post – incredible that this is my 13th post featuring annual marketing highlights.

What do you remember from the 2022 marketing reel? What stood out as marketing innovation, and what will go down in history that was as memorable as Apple’s 1984 Super Bowl ad? Without further ado, let’s get to it!

With a nod and thank you to David Letterman for the format, here's my list:

NUMBER 10: Roe vs. Wade, the landmark piece of legislation that made access to an abortion a federal right in the United States, was overturned by the United States Supreme Court. The decision dismantled 50 years of legal protection and paved the way for individual states to curtail or ban abortion rights. This will impact all sorts of promotions and future elections. (June 24, 2022)

NUMBER 9: Two amazing firsts by inspiring African-American women.

*First African-American woman became an Associate Justice of the United States Supreme Court: Ketanji Brown Jackson. (She was nominated to the Supreme Court by President Joe Biden on February 25, 2022; confirmed by the United States Senate on April 7, 2022; and sworn into office on June 30, 2022.)

*First African-American woman was elected Mayor of Los Angeles: Karen Bass. (Defeated Rick Caruso in November 8 election and inaugurated December 12, 2022.)

NUMBER 8: TV talk show host Ellen DeGeneres ended her 19-year run of hosting a successful daily talk show. (Final episode aired on May 26, 2022.)

NUMBER 7: Major league baseball celebrated the 75th anniversary of Jackie Robinson’s debut with the Brooklyn Dodgers and breaking the color line in baseball. In recognition of this historic event, on “Jackie Robinson Day,” all players wore Jackie’s number “42” on their uniforms. (April 15, 2022)

NUMBER 6: The United States Mint unveiled its American Women Quarters Program, beginning in 2022 and continuing until 2025. The five quarters issued in 2022 featured: astronaut Sally Ride, poet and author Maya Angelou, Native American activist Wilma Mankiller, educator and suffragist Nina Otero-Warren, and Chinese-American movie star Anna May Wong.

NUMBER 5: In honor of International Women’s Day and the 30th anniversary of Disneyland Paris, the theme park dressed Minnie Mouse in a pantsuit instead of her timeless red and white polka dot dress. Minnie wore a blue polka dot pantsuit designed by Stella McCartney, and in true marketing fashion, a limited-edition Minnie Mouse t-shirt was available online and at Stella’s stores. (March 2022)

NUMBER 4: Russia invaded Ukraine. While there does not seem to be a diplomatic or military end in sight, many brands stopped doing business in Russia, and some raised money for the Ukraine. North Carolina’s Mythic Brewing, Texas’ Palindrome Beer, Pittsburgh’s Bash Brew, and Spain’s Island Brew Mallorca used a “Make Peace Not War,” a customizable peace-sign label to raise funds for Ukraine relief efforts. Apple, Chanel, Prada, McDonalds, and Starbucks closed stores and restaurants in Russia. FedEx halted deliveries to Russia. ExxonMobil exited operations in Russia. Visa, Mastercard, American Express, Levi Strauss & Co., Samsung, Netflix, and Tik-Tok suspended operations in Russia. Car companies including Rolls-Royce, Toyota, Ford, General Motors, and Volkswagen stopped shipping vehicles to Russia. Hollywood studios including Disney, Paramount Pictures, Sony Corp., and Universal Pictures halted or postponed the release of movies in Russia. (On February 24, 2022, Russia invaded Ukraine in a major escalation of the Russo-Ukrainian War, which began in 2014.)

NUMBER 3: Social media platform Twitter began to unravel following Elon Musk’s purchase in October. Several haphazard decisions to change the platform were made as well as a majority of staff were fired or let go. As a result, many users migrated to other platforms, and one specifically, Mastodon, added millions of users in a short period of time. In addition, many brands stopped advertising on Twitter. (The acquisition of Twitter by Elon Musk began on April 14, 2022, and concluded on October 27, 2022.)

NUMBER 2: The founder of Patagonia, Yvon Chouinard, who previously expressed his reluctance at amassing wealth, gave away his company to help fight climate change. He explained, “We’re making Earth our only shareholder.” The outdoor apparel company is now in the hands of a trust and a nonprofit organization, and all future profits will be donated to fight climate change. (September 2022)

And NUMBER 1 on my 2022 Marketing Highlights List:

Drum roll please...

NUMBER 1: Queen Elizabeth II celebrated her Platinum Jubilee during the summer of 2022, and then sadly, she passed away at the age of 96 on September 8, 2022. Her reign of 70 years and 214 days was the longest of any British monarch and the longest verified reign of any female monarch in history, according to the BBC. This led to her eldest son Prince Charles becoming King Charles III, and his eldest son Prince William becoming the Prince of Wales. While all are predominantly ceremonial roles, the monarch still appears on all forms of postage and currency throughout the British Commonwealth which includes 54 countries around the world. So, consider the costs in changing from the likeness of the Queen to the likeness of the King – plus all the promotional items created as a result of the transition.

According to Charles Scarlett-Smith, Director of Brand Finance Canada, “When we’re thinking about Queen Elizabeth II’s brand, we really are being synonymous with the royal family and the monarchy. That brand alone ranks among the most valuable in the world. For a rough value comparison, putting the royal family’s impact up to a similar list of major corporate brands, the monarchy would rank fourth in the world, behind Google, Apple, and Amazon.”

And finally, to quote Camilla, the Queen Consort, “Queen Elizabeth II carved her own role as a solitary woman on a world stage dominated by men.”

What would you add to this list? Here's to 2023 and another year of marketing highlights. Happy New Year!

Image Credits: Ellen DeGeneres TV show, DisneylandParis, Walkers shortbread cookies, US Mint, and Major League Baseball.

Monday, December 19, 2022

Five Things I'll Miss About Twitter

With Elon Musk and Twitter in the news every day since Musk took over Twitter, those of us who used Twitter for good are saddened as to the direction of this social media platform.

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed."

I met people on Twitter from all over the world, sometimes just from a single Tweet. I even met a CEO based on a single Tweet.

So what happens now? Many tweeps (people on Twitter) have left the platform. Some have migrated to Mastodon, and some have taken a hiatus.

Unfortunately, we are starting to see a dramatic increase in hate speech resulting from Musk's termination of staff to monitor content and a lack of content monitoring leading to the spread of misinformation regarding the covid pandemic - not to mention the return of specific individuals who will misuse the platform.

As a result, here are some things I will miss now that Twitter has changed:

[1] Will there, or can there, ever be another famous Oreo Tweet, like in 2013? If live events are not discussed in real time on Twitter, and brands no longer participate, this type of fun content may never happen again.

[2] During the Super Bowl, fellow marketing pros discuss the ads in real time. This was always a fun exchange using a myriad of hashtags including #BrandBowl, #SuperBowlAds, #Advertising, #KelloggBowl, #SuperBowlExp, #BigGameColorCommentary, and more. This type of convo will have to move to another platform, but will it be as stimulating?

[3] I have always enjoyed leading TweetChats and participating in TweetChats. These are different than webinars and Zoom meetings, and I've met people from all around the world during these unique get-togethers to discuss interesting marketing and leadership topics.

[4] When breaking news happens, the first place I turned was to Twitter. Whether it was a police chase, a fire, an earthquake, or election results, Twitter was the place for an update.

[5] People always showed their creativity in their bios. Carefully crafted in only 140 characters, bios often told people's stories. Whether a title was "Chief Happiness Officer," or "Brand Architect," or "Jungle Cruise Skipper," the uniqueness of a person's bio was an invitation to Tweet hello or follow and connect.

What about you? What will you miss about Twitter? Have you migrated elsewhere?

If you're on Mastodon, let's connect. Here's my link:
https://techhub.social/@DebbieLaskeyMBA

Image Credit: Twitter.

Wednesday, September 28, 2022

Are You a Customer Advocate?

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I recently connected with David Beaumont from Ohio and invited him to appear here on my Blog in a Q&A format. Highlights of our conversation about customer experience marketing and management follow a brief introduction.

Known for delivering outstanding customer support to clients, David Beaumont is a knowledge seeker and results driven visionary who builds relationships with clients and peers by aiding the end-user through training and development tasks. David is a qualified support professional, HDI Certified, and holds a Bachelor of Science in Business Administration, Finance from The Ohio State University. He has more than 15 years of experience in customer service, equality/diversity/inclusion (EDI), and client support.

QUESTION: In your Twitter bio, you state "Be your customer's advocate." What led to that statement?

DAVID BEAUMONT: I heard the words, "Customer service is dead." At that time, I thought to myself, "Is it really?" Then I thought, what if I could bring awareness and attention to some customer service mistakes that I see and share some insight on what could make customer service better? I also thought all customer service is not bad, but it may need a bit of fine-tuning. So, I figured I'd create a blog and talk about it. That is how Customer Service is Real came about.

TWEET THIS: All customer service is not bad, but it may need a bit of fine-tuning. ~@dbeaumont266 #CX #DebbieLaskeysBlog

QUESTION: How can businesses teach employees that they are the front-line to customer happiness?

DAVID BEAUMONT: The front-line support needs to know that their leadership team has their best interest at the forefront. That means giving the front-line folks the proper tools to act on behalf of the customer. It means allowing the front-line team to make things right for the customer when it makes sense – without judgment, criticism, or punishment from the management team.

When you empower your team to know that they can get the customer back on the right track without a lot of friction during the process is when the front-line can feel secure in delivering exceptional support to the customer. That is when you begin to build customer happiness – because the front-line team is happy.

TWEET THIS: Allow the front-line team to make things right for the customer without punishment from the management team. ~@dbeaumont266 #CX #DebbieLaskeysBlog

QUESTION: Which social platform is the best tool for creating a quality customer experience, and why? If different, which platform is the most effective for addressing customer complaints or issues in a timely manner, and why?

DAVID BEAUMONT: I would have to say Twitter is a platform for creating a quality customer experience as well as voicing a complaint. Social media is a channel where people can share their true feelings about how products and services work or don't work for them. Twitter has more of the business element built in such that it is monitored more closely by staff to see what customers are saying about them.

QUESTION: What's your favorite customer service story?

DAVID BEAUMONT:
“A Target employee helps teen tie a tie and prep for a job interview”

I enjoyed this story because the team member showed his empathetic side. He may have walked in the young man’s shoes at one time and now is invested in making sure this young man makes a great impression. It also showed a caring and compassionate side, which, as customers, we want to see when we visit places of business. Also, by showing this act of kindness, this particular team member created a memorable moment that the young may will surely not forget.

(Read this customer service story and more here: https://www.ringcentral.com/us/en/blog/great-customer-service-stories/)

QUESTION: What are your three favorite brands, and why?

DAVID BEAUMONT: Here are my three:

Barnes and Noble: While I am not a frequent visitor, the times I do go into Barnes and Noble, the staff does not disappoint. There is always someone walking around to see if you need help. The information center team members are very knowledgeable about suggesting the best kinds of books. If I say I am looking for books that are like the early days of Stephen King, they can give me a couple of suggestions. If a book is not available, they offer to order or alert me when the particular book of interest would be in the store. If I call in and they have a book for me, they will hold the book at their front counter, so I don’t have to search around the store looking. Barnes and Noble helps remove the friction, thus making the customer experience a pleasurable one.

Chick-fil-A: I have visited a few Chick-fil-A's, and the level of service is the same across the board. The people are always pleasant, and they greet you like they are happy that you have come to see them. I am also amazed at how fast they move the drive-thru line. It seems no matter how many cars are there, a slowdown does not happen. My wait time is always minimal.

Cove Security: With the ability to DIY (do-it-yourself) security systems, the process could be a little challenging. Cove's customer service is great. You may think emailing support is going to have your wheels spinning, but not with Cove. They are very responsive, and they give you answers that help you resolve your issues. Talking to them on the phone is the same way. The service is also affordable and customizable to fit your specific needs.

My thanks to David for sharing his customer experience insights and for appearing here on my Blog.

Check out David’s links:
Twitter: @dbeaumont266
Blog: http://customerserviceisreal.wordpress.com
LinkedIn: https://www.linkedin.com/in/davidbeaumont-blogger

Image Credit: pngkit.com.

Monday, September 26, 2022

Storytelling, Connections, and Social Media

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I recently connected with Gail Robertson from Ontario, Canada, and invited her to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Gail Robertson brings an unfamiliar and fresh outlook to the more traditional manufacturing industry. She has always been curious, which led her into journalism. She began her professional career as a journalist at the Toronto Star and has worked at The Hamilton Spectator, The St. Catharines Standard, and The Windsor Star. She now uses storytelling, developed as a journalist, in the manufacturing world as a social media strategist and keynote speaker, helping others to #ShowUP, tell their story, and exercise their curious brain. Her transferable skills have assisted her as she transitioned from being a journalist, to bed-and-breakfast owner, to fundraiser, to marketing manager at an insurance tech company and now, as “Chief Curiosity Officer” at GailNow.

QUESTION: What first attracted you to marketing, communications, PR, and storytelling?

GAIL ROBERTSON: Growing up, I loved to hear stories and was especially enamored by their development, one sentence at a time. To me, marketing, communications, and PR are related as they help a company or brand tell their story.

I also love to connect with people, and after years as a journalist and now Chief Curiosty Officer, I realize how many stories are not being told!

Meeting people and helping tell and share their stories is exciting and powerful as I believe we can change the world, one story at a time. I know far too many women who also are reluctant to own their power and step into the spotlight.

TWEET THIS: Meeting people and helping tell their stories is exciting...we can change the world, one story at a time. ~@GailNow #brandstorytelling #DebbieLaskeysBlog

QUESTION: On your website, it says, "Gail's true joy and passion for networking and connecting with others is what makes her a top motivational speaker." What tips do you have for people who may share your passion for connection but lack your confidence in public speaking?

GAIL ROBERTSON: My tip for them would be to embrace their own story and speak from that. As American author and professor of literature, Joseph Campbell, once said, “You are the hero of your own story.”

We also need to look at our own individual comfort zones and not compare ourselves to others. For public speaking, it is also about taking baby steps and realizing we have a duty to “show up,” not just for ourselves but for others. We have a duty to share stories!

Some of the best speakers aren’t extroverts, but they had to start with the right mindset and decide to challenge themselves. Even the best speakers struggle with Imposter Syndrome and fear of failure, so it’s best to embrace failure and make it your friend!

Very few people find public speaking easy - even the ones who make it LOOK easy. It takes an incredible amount of time, hard work, and practice. The best tip is to just start. Speak up in a meeting or at your local church or school. Speak up online too. Join a video challenge! Get comfortable being uncomfortable, as cliche as that sounds. By just deciding to start, you are so much further ahead than others sitting on the couch. As a keynote speaker, I still get nervous; I worry and I stress about my content, which is normal. But the more I share stories and get feedback, the more supported I feel to Sign Up, Suit Up, and Show up!

QUESTION: What's your favorite social media platform, and why?

GAIL ROBERTSON: Twitter: it’s fast-paced, has a greater diversity of content, and is an excellent way to meet, get to know, and engage with people. It is also a place you need to curate content and embrace the scroll button. I have met phenomenal people through Twitter, including Nathalie Gregg who leads the #LeadLoudly Twitter Chat.

Along with great connections, there are some other top notch Twitter Chats like #USAMfgHour and #TwitterSmarter. You can find a chat for just about any topic. There is also audio. With Twitter Spaces, you can jump in, listen, and meet incredible people.

While Twitter still is a “favorite,” each social media platform has its own special place in my heart! I like a few others for different reasons and have also connected with cool people. For sure, LinkedIn is phenomenal, and I have even started enjoying the fun part of TikTok. Social media is what you make it, and with some engagement and sharing of content and ideas, each platform can deliver results.

TWEET THIS: Twitter is an excellent way to meet, get to know, and engage with people. ~@GailNow #connections #DebbieLaskeysBlog

QUESTION: You wrote an excellent article on your Blog entitled, "When You're Ready for Your Close-Up, Mr. DeMille." (On a side note, I'm a film buff, so I really enjoyed the post.) Can you provide an overview that explains the tie-in between the film and marketing?

(Read the post here: https://gailnow.com/2021/when-youre-ready-for-your-close-up-mr-demille/)

GAIL ROBERTSON: In the film, Norma Desmond realizes she has to adjust to the times in order to continue making an impact. Similarly, in today’s world, we need to adjust to the times (for example, video is required to make an impact).

Video is extremely powerful when it comes to getting your message across. According to Oberlo.ca, 87% of marketing professionals use video as one of their tools, and whether they pop up on YouTube, Instagram, Twitter, Snapchat, or any other social media platform that allows more than just posting a pic, it’s a key way to sell your product or service through your most valuable asset – you.

So when we look at film, it is all about building relationships via the big screen. Today, we can use video and tell stories; showing a part of your personality AND building relationships by allowing people to get to know you. Films are still powerful, and now we can add to that power with social media, through video and sharing behind-the-scenes clips, by sharing insights about stars in a film. AND, social media posts with film and video content get 48% more views than those without them, according to HubSpot.

So, bottom line, video footage featuring your employees, customers, and/or volunteers is a great way to make them feel part of the action. And there is also great ROI: A single film/video can be repurposed for different lengths, platforms, and audiences. That ONE video can return a great deal back to you!

My thanks to Gail for sharing her digital marketing insights and for appearing here on my Blog.

Image Credit: Reuben Juarez via Wordswag.

Tuesday, September 6, 2022

Do You Speak Twitter? Check Out These #TwitterTips

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I've been connected with Madalyn Sklar for awhile and am honored for her to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Madalyn Sklar, based in Houston, Texas, is known for being a Twitter expert and tattoo-wearing social media evangelist. She is one of the early pioneers in the digital marketing space dating back to the mid-1990s. With her vast experience, she focuses primarily on Twitter, so by following her account, you'll know how Twitter marketing is done. In addition to speaking at events and providing online training, Madalyn hosts the popular #TwitterSmarter chat every Thursday at 1pm EST and podcast.

QUESTION: You've been an amazing Twitter expert for many years. In what ways have you seen Twitter evolve, specifically over the last couple of years?

MADALYN SKLAR: It definitely seems like a lot of people have rediscovered Twitter in recent years. And it’s perfect timing, because Twitter has been implementing some new and exciting features that make the platform more enticing. We have Twitter Spaces for live, audio conversations where we can educate, learn, and make new connections. Brands looking to monetize their efforts can use Ticketed Spaces to make money on Twitter, as well as the Tip Jar. Features like this give people a reason to come back to Twitter and use the platform seriously.

QUESTION: You host a weekly TweetChat and now also conversations on TwitterSpaces. How can these types of IRL conversations help individuals and brands with their messaging?

MADALYN SKLAR: One of the great things about Twitter chats and Twitter Spaces is that you can use them as tools to get to know your audience on a deeper level. Have conversations to find out what they’re interested in and what their pain points are. Then, you can find ways to address those things with your messaging and offers. The better you understand your audience, the stronger your content will be.

TWEET THIS: The better you understand your audience, the stronger your content will be. ~@madalynsklar #TwitterTip #DebbieLaskeysBlog

QUESTION: From the perspective of a newbie on Twitter, what three pieces of advice would you offer? And from the perspective of someone who's grown a large following and engages daily on the platform, what advice would you offer?

MADALYN SKLAR: For newbies on Twitter, here are my three pieces of advice:

1) Post consistently. An active account is going to be more likely to gain followers and receive engagement.

2) Diversify your content. Don’t just post text tweets to your feed. Share videos, use Twitter Spaces, etc. Find the content formats that resonate with both you and your audience by experimenting with different ideas. You’ll likely reach tons of new people in the process.

3) Be persistent. You aren’t going to see growth overnight, so you have to stay committed.

As a bonus tip, make sure you’re engaging with other users. Social media is meant to be social and it’s important to have genuine conversations as a way to generate awareness for your brand and build relationships.

For non-newbies on Twitter:

1) Make sure you are taking advantage of all the amazing, little-known Twitter features like the tip jar, media studio, topics, moments, and advanced search.

2) Post a Twitter poll regularly. It's a great way to get instant feedback from your large audience.

3) When you have a large following, it can be challenging to reply to every tweet, but it's very important to connect with as many as you can. People do not like talking into the void.

QUESTION: Should brands offer a newsletter from their Twitter accounts?

MADALYN SKLAR: Absolutely! We need to remember that we don’t own the followings we build on social media. If these platforms were to disappear one day, we’d lose everything we’ve built. That’s why, it’s important to convert followers to email subscribers, as we actually own our email lists. Plus, newsletters are a fantastic way to stay in touch with people and continue nurturing relationships. Even better? There are no algorithms to compete with this way! Instead, you get to focus on delivering quality content to those who truly love you and what you do.

QUESTION: What do you think about the new Twitter Blue for $2.99 a month?

MADALYN SKLAR: I love Twitter Blue! If you're a power user, like me, you will find the features to be invaluable. I especially love that I can create folders for all my bookmark tweets. This keeps things organized and has been a big time saver for me. And while we do not have an edit button (yet!), with Twitter Blue, you can set a timer to undo your tweets which is great if you catch a typo or forgot to tag someone. Another great perk is early access to features being tested before they're available to everyone.

QUESTION: Lastly, Elon Musk has been in the news as he's attempted to gain control of Twitter. This brings to mind how a single individual can become the embodiment of a brand, for example, Mark Zuckerberg of Facebook, Bill Gates of Microsoft, and Richard Branson of Virgin Atlantic. How could this help or harm Twitter in the long run?

MADALYN SKLAR: The more this drags on, the less positive I feel about a good outcome. When Musk first offered to buy Twitter, I felt this could be a great benefit to Twitter's long-term success. However, in light of his delaying the transaction and now changing his mind, I'm concerned it will become a legal mess that no one will benefit from.

My thanks to Madalyn for sharing her digital marketing insights and Twitter insights and for appearing here on my Blog.

Visit Madalyn's key sites online:
Website: https://madalynsklar.com
Twitter: https://twitter.com/madalynsklar
Instagram: https://www.instagram.com/madalynsklar
LinkedIn: https://www.linkedin.com/in/madalynsklar
YouTube: https://www.youtube.com/madalynsklar

Image Credit: Tyler Callahan via Unsplash.