Social Media: Prioritize QUALITY Over QUANTITY

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 nearly 13 years, I always enjoy meeting new people and learning from them. I recently connected with Kim Scaravelli and invited her to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Kim Scaravelli, B.A., B.Ed., is the author of “Making Words Work: A Practical Guide to Writing Powerful Content.” She is the Founder/CEO of Trust Communications (https://trustcommunications.ca/), Managing Partner of the Canadian Diversity Initiative (https://candiversity.com/), and an award-winning content strategist with 20+ years of practical experience. Kim's writing appears on more than 400 corporate and nonprofit websites across Canada, the United States, and Europe. She is also a keynote speaker, mom, and butler to several demanding pets. You can follow her on Twitter (https://twitter.com/KimScaravelli), Instagram (https://www.instagram.com/kimscaravelli/), and LinkedIn (https://www.linkedin.com/in/kimscaravelli/).

QUESTION: Many people remember the famous OREO Tweet during the 2013 Super Bowl. With that in mind, what's your favorite social media marketing campaign?
KIM SCARAVELLI: I liked Dove’s #PassTheCrown campaign. As with past campaigns, Dove leaned into strong core values of positive body image and inclusivity. Hard to argue with that. I also got a kick out of the #RIPeanut campaign. Humour is a hard thing to pull off and it was risky to kill an icon like Mr. Peanut, but it worked for them! Made me smile and I actually DID pick up a container of peanuts at the grocery store, which I had not done in a very long time.

QUESTION: What is your favorite social media platform or platforms for brand-building, and why?
KIM SCARAVELLI: I love this question because it aligns with my belief that social media is best used for long-term goals, like brand-building, rather than short-term objectives, like trying to boost sales for the month or the quarter.

Social lets you speak to your audience so directly and authentically that it’s an ideal way to engage and build trust with people. With that in mind, the ideal social media platform depends on the brand and the objectives. Personally, because I'm a writer by trade, I adore Twitter! It allows me to lean into my strengths and play with words. That said, if I were a chef, I might be more inclined to focus on Instagram, because food is so deliciously visual.

The key is to find the most natural ‘fit’ because it makes long-term effort easier and more fun, and thereby more sustainable. I’m not saying you can’t be on multiple platforms, but I do think most smaller brands, and even many larger ones, need to have a favourite that they can really dig into.

TWEET THIS: Social media is best used for long-term goals, like brand-building, rather than short-term objectives. -@KimScaravelli #SMTIP #brandexperience #DebbieLaskeysBlog

QUESTION: What are your three tips for creating excellent content?
KIM SCARAVELLI: My number one tip is to BE HELPFUL. Content that answers a question or solves a problem is always a winner. No one cares about features and benefits - they care about HOW those features and benefits serve them and their needs.

My second tip is to CHOOSE CLEAR OVER CLEVER. If you can be both - fantastic. But the purpose of content is to inform, educate, and/or entertain. All of these goals can be reached as long as your communication is clear. Clever is an add-on.

My last tip is to EDIT. EDIT. EDIT. Powerful content is almost always created through repeated editing. It is very rare for thoughts and ideas to land on the page perfectly formed.

QUESTION: Many CEO’s and leadership teams question how to track ROI when the topic of social media is raised. What social metrics do you measure and why, and how often?
KIM SCARAVELLI: I am obsessed with engagement numbers. I check them monthly and I also check engagement rates for competitors, so I have accurate benchmarks. Engagement is how you know you’ve made real connections, so it’s the bomb. That said, I don’t make massive corrections based on what I see happening. Sometimes, things need time to heat up. When it comes to social media strategies, I believe you should stay the course, but make small tweaks based on the numbers you’re seeing. Continual improvements are the way to go.

QUESTION: Blogs are easy and inexpensive marketing tools to promote experts and expertise. What five ways do you recommend generating content on a regular basis?
KIM SCARAVELLI: I believe in strategy:
1. Figure out who your ideal audience is. Hone in on their needs and wants.
2. Choose topics based on that audience.
3. Now create topic clusters. (One main topic that’s BIG to your audience, with 3-5 smaller, related topics.)
4. Decide how much time you can commit to blogging each month, realistically.
5. Now make a schedule that prioritizes one piece that’s a deep dive into the main topic, with subsequent easier content covering the smaller topics.

Prioritize quality over quantity. By starting with the most authority-building, valuable piece, you have a strong foundation. After that, it’s about staying on schedule!

QUESTION: Some experts recommend that you should add one new social platform each year. If you agree with this, which one will you add to your marketing arsenal this year, and why? And if you stop using one, which one, and why?
KIM SCARAVELLI: I disagree. When it comes to social, each brand is unique. And there is a point where you may simply be spreading yourself too thin. I recommend being on 2-3 platforms. Master them. Don’t give in to the pressure to be everywhere.

Professionally, I ventured into Clubhouse in 2021, but it really wasn’t my thing. I didn’t feel comfortable or productive there, so I gave it up. Couldn’t see the benefits for myself. That said, I’m sure it works for lots of other folks. There’s no shame in taking a pass on things now and then.

TWEET THIS: When it comes to social, each brand is unique. -@KimScaravelli #socialmediamarketing #DebbieLaskeysBlog

My thanks to Kim for sharing her inspiring social media insights and for appearing here on my Blog.

Image Credit: Wordswag.

Three Instagram Brand-Building Tips from Halloween

 

Instagram is an easy-to-use and fun social platform for brand-building. Brands use it to share engaging images, thought-provoking quotes, and timely product or service launches. If a post grabs viewers’ attention, they will comment or like it – thus increasing brand awareness.

While holidays present an opportunity for memorable posts, Halloween provides three useful tips for brands to apply toward other holidays later in the year like Thanksgiving, the December holidays, and New Year's.

COLOR
Color is a universal way to tell a brand’s story. What brand is associated with red? Coca-Cola. What brand is associated with brown? United Parcel Service. What color provides the nickname for IBM? (Big) Blue. Once October begins, all variations of orange take front and center. Recall the beverages served by your favorite coffee houses and doughnut stores at this time of year: pumpkin spice latte, pumpkin iced coffee, pumpkin spiced iced latte, to name just a few.

My two favorite examples are a post by Pantone, the color company brand, and a post by Sherwin-Williams, the paint store brand. Candy corn, the most popular candy from Halloween is featured, and it is comprised of several colors. Pantone showcases the specific colors that align with candy corn. In Sherwin-Williams’ post, jelly beans are featured, and one specific color is called out. Does your brand integrate color in a creative way during October, November, and December?

HUMOR
When brands introduce characters into their posts, they often showcase humor, and humor is a universal way to attract interaction and support. Who wouldn’t laugh at the Muppets, the Energizer Bunny, or the M&M characters? Does your brand have characters that tell your brand’s story? If not, how can your brand integrate characters and humor into your Instagram posts?

My favorite example is a post by M&M’s chocolate candies. Two chocolate characters, Brown and Red, are featured in a field full of pumpkins. Everyone can associate with the two characters because everyone would like to have fun with their family and friends in a field of pumpkins.

TRADITION
When brands integrate elements of tradition into their posts, their posts become embraceable. When we think of the fall season with colder weather, the beginning of the holiday season, leaves changing color, we often think of times spent with family. And food is often associated with family gatherings. Starting with Halloween and pumpkins, there is the arrival of pumpkin pie. What’s more traditional than pumpkin pie?

My favorite post that demonstrates tradition is by Coffee Bean & Tea Leaf. This post shows how its pumpkin beverage was created by the traditional pumpkin pie. Do your brand’s posts show how your product or service originated or began?

How will you apply these three Halloween tips to your brand storytelling during the remainder of the holiday season? Chime in to share.


Image Credits via Instagram: @MMSChocolate, @Pantone, @TheCoffeeBean, and @SherwinWilliams.

Leading and Brand Building during #COVID19 Pandemic

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 ten years, I always enjoy meeting new people and learning from them. I recently connected with John Cloonan and invited him to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

John Cloonan is a marketing and branding strategist who creates measurable growth for both companies and people. He's created brand and marketing strategies for companies ranging from startups to $2B plus, and has talked about those experiences as a speaker. John's held roles as a marketing consultant, an agency owner, a corporate marketing executive, and an adjunct professor. You can follow John on Twitter at @JohnCloonan and visit his website at www.johncloonan.com.

QUESTION: On your blog, you described the difference between a boss and a leader (link provided at end of this Q&A). Can you provide some examples from your work experience?
JOHN CLOONAN: In a recent role, I was brought in to manage a team of early career professionals and to reduce turnover. A typical marketing team member on this team would stay for a year or two and then bail out for greener pastures. When I got there, the reasons became pretty clear to me why they were leaving. They were being managed, mainly because of their relative youth. They had no decision autonomy on how work would get done. The person managing them was remote and treated them like children. In fact, one of the first things I had to end was other leaders calling them "the kids."

One of the first things we did as a team when we started was figure out what goals we had to accomplish to be successful in the organization. We then determined, as a team, how we were going to accomplish those goals. I provided guidance to the goals, acted as an advocate with the rest of the leadership team, and removed roadblocks. Mainly, though, I was there with them in the trenches. As an example, we found ourselves needing to edit hundreds of job descriptions on our employment site. I sat with the team for several nights, working right alongside them. We accomplished in a week what the rest of the company thought would take forever.

In a short period, the turnover stopped. The team overcame many challenges together, and both productivity and quality increased.

TWEET THIS: A boss directs and manages the activities of a group. A leader motivates a group to a common goal. ~@JohnCloonan #LeadershipTip

QUESTION: How can leaders be educated to understand that an amazing culture will yield a positive employee experience that will ultimately spill over into a positive customer experience?
JOHN CLOONAN: Begin by explaining to leaders that HR and marketing have the same job. The only difference is segmentation. Think about it. A brand represents the promise you make to your customers, and how you fulfill that promise. Your employees are a customer segment for whom you need to provide value in order to attract and retain them. You increase your customer lifetime value by providing a positive experience. That positive experience is your culture.

Beginning with that framework makes the rest simple. If you're happy, you're more likely to provide good service to your customers. If you're delighted, you're going to be an advocate for the organization and go above and beyond to improve the overall experience.

QUESTION: As a result of the current COVID19 situation, how would you recommend that leaders connect with their employees - when most businesses are closed?
JOHN CLOONAN: Be creative. Meet your team where they are. Give them the opportunity to reach out to you in the channel they want. Also, make an effort to be where they are. If you have a team member who is active on social media, engage with them there. Comment, like, and reshare their posts. If you have team members who prefer text messages, give them your mobile number and respond there. A personal favorite of mine that tends to surprise people is the occasional handwritten note in the mail. I've had former colleagues tell me they still have notes from me from years ago. Don't assume that everyone wants an online video call.

No matter what channel you choose, what you have to do is connect regularly, and continue to motivate and advocate.

QUESTION: As a result of the current COVID19 situation, how would you recommend that brands communicate with their customers and fans - when most businesses are closed?
JOHN CLOONAN: If you have customers and fans, you should already be communicating to them in a preferred set of channels beyond in-person interfaces. What changes is the message. My personal belief is that the only acceptable messages right now are "How can we help you through this?" and "Here are ways we are trying to help. Is this valuable to you?"

Notice that both of these are questions. Spend a lot of time listening. Find out what your customers and fans need or want from you right now and figure out how to deliver it.
 

TWEET THIS: During #COVID19, brands need to spend a lot of time listening. ~@JohnCloonan #BrandTip #BrandExperience

QUESTION: What is your favorite brand, and why?
JOHN CLOONAN: I always struggle with this question. I'm not terribly brand loyal, in fact, I'm more brand DISLOYAL - as in there are certain brands I know I'll never use. If I had to pick one, though, I'd have to say Southwest Airlines. I make a point of always flying with them, which is almost anathema here in Atlanta. I've never had a truly awful experience with them, as I have with a couple other of the major airlines.

My gratitude and appreciation to John for appearing on my Blog and for sharing his inspiring insights.



Link to John's blog post referenced in first question:
"Boss vs. Leader"
https://www.johncloonan.com/boss-versus-leader


Image Credit: Medium.

Can You Build a Brand and Tell a Story with a #Hashtag?

Back in 2014, while I was watching the Super Bowl and the ads, I encountered a stream of live Tweets on Twitter led by Jim Joseph in New York. While 3,000 miles away, I enjoyed the discussion about the ads (and sometimes about the football game, too!) with fellow branding and marketing experts. Over the last four years, I've continued to participate in Jim’s Super Bowl chats as well as others he’s led on Twitter during other big events. Based on Jim's expertise, I've invited him to participate in a Q&A about branding and marketing, and highlights follow his bio below.

To quote Jim Joseph, “Marketing is a spectator sport,” and he’s one of the industry’s most engaging, enthralling, and entertaining commentators. As the Global President, Brand Solutions of marketing communications agency BCW, Jim constantly puts his experience to the test. He is also an award-winning author of The Experience Effect series and an adjunct instructor at New York University where he teaches a graduate class in integrated marketing. Entrepreneur of the Year, Agency of the Year, Consumer Launch Campaign of the Year, Most Creative Agency, Best Place to Work, Social Media Icon, Hall of Fame – these are the accolades that Jim has amassed through his long career in marketing. But none are more important than the daily badge he wears with the most pride: Dad. Follow Jim on Twitter @JimJosephExp and check out his Blog.

QUESTION: Since we "met" as a result of your live-Tweeting chat during the Super Bowl in 2014 (#SBexp has evolved into #SuperBowlExp), can you share a brief history about the chat?
JIM JOSEPH: I started out doing the Super Bowl Twitter chats because I noticed that a lot of people were commenting about Super Bowl advertising during the game on Twitter. Then a friend started chatting with me about it too, so I formalized it with a hashtag and invited viewers to join in. It sort of took off from there! It's great fun to chat about the advertising during a television event in real time. It keeps us connected from our various couches! I've done the Twitter "EXP" chats for the Super Bowl every year, and often do them for the Golden Globes, Oscars, Grammys, etc.

QUESTION: How did you come up with your Twitter handle (@JimJosephExp)?
JIM JOSEPH: My first marketing book was titled "The Experience Effect," so "EXP" comes from "EXPERIENCE" as in the “BRAND EXPERIENCE.” So, I just added "EXP" to my name to establish it as a bit of a brand for me.

QUESTION: What's your favorite brand, and what makes it stand out?
JIM JOSEPH: I always cite Starbucks as a fave brand because it's a great example of a brand going well beyond just the product it sells, and standing for a full experience as an active member of the community. Starbucks actively promotes local community organizations and speaks out on social issues. Starbucks actively utilizes its physical and social footprint to add value to people's lives, and, of course, Starbucks sells coffee!

QUESTION: Most organizations have a digital footprint with Twitter, Facebook, LinkedIn, YouTube, and Instagram. But it seems as if blogs have become a poor step-child in recent years. How can orgs use blogs to build brand equity and create brand awareness?
JIM JOSEPH: Blogs are great when you have a point of view, but they are only effective when they are integrated into a full social marketing strategy. They have become less effective recently because of the rise of content on other social channels, but when fully incorporated, they can be a great driver of social engagement.

QUESTION: How do you get all your timely ideas for your blog posts?
JIM JOSEPH: I pay attention! I love observing marketing, and since it's happening all day every day, it's easy to get a lot of content. My motto is "Marketing is a spectator sport," so we can learn a lot from each other.

QUESTION: How can an organization's President/CEO be its best brand ambassador and set an example for all employees?
JIM JOSEPH: The CEO is the brand and should live the brand every day. It's nearly impossible now to separate an organization's leadership and its values from a brand. They are completely linked. The best thing a CEO can do is to live by example of the brand. 

TWEET THIS: It's nearly impossible now to separate an organization's leadership and its values from a brand. They are completely linked. ~@JimJosephExp

 ________________

My gratitude to Jim Joseph for appearing on my Blog and for sharing his amazing insights about our passion, branding. Hope you join us during the 53rd Super Bowl on February 3, 2019, from the comfort of your living room and smartphone or tablet on Twitter for Jim's live TweetChat. And remember to add hashtag #SuperBowlExp to your tweets!

Image Credits: Altoday.com and UGAresearch.uga.edu.