Brain Vibe

marketing muses to stay engaged

Tribe Attraction

social media attractionI was conducting hash-tag searches in Twitter and found one tweet that peaked my interest.

sengseng  “Where/what are the “pheromones” in online/web organized societies?” 

Now that IS a question.  It’s what every marketer needs to figure out to build their social network.  It points to the fact that there is something we need to create in our marketing DNA to build attraction.  

The best marketers all talk about relevant content.  SEO experts talk about building routes and sign-posts.  Brands experts talk about personality and experience.   In it all, there is “pheromones”.  

Pheromones is the real attraction component in social media.  It is the underlying component that gets you  noticed.  It is what brings the right people to you.  Connections are made at a subconscious level. There may be an effort, or a lot of effort, to getting noticed.  However, it is the pheromones that are the tipping point pulling a tribe together.  

I think there is something in the way a blog is written and a voice comes out.  It may be the way a comment is constructed.  Could it be the pictures and images that enhance a profile or perspective?

I don’t know that I have an answer to this, but it is an important thing to think about.  sengseng, thanks for asking the question!

What do you think?

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Filed under: customer relationship, networking, social media, , , , , ,

Brand Identity – What Should You Care About?

A while back I got to thinking about shortened URLs and how that diminished an entities ability to brand and extend their identity.  Afterall, companies will spend a lot of money to buy back parked URLs to maintain their brand footprint.  It’s why people bought them up in the first place.  Well, it seems like I wasn’t the only one thinking about this as SEO experts criticize Digg and other website/blog aggregators, and even URL shortening services for hijacking website brands and traffic.  

logo-knowemWhat’s the next thing to worry about, who is using your username?  KnowEm is a service that helps you protect your user name and vanity URL across 120 popular social media sites.  Type in the user name you want to use and see where it is already being used.  If it is available, the service allows you to buy up the user name across the social media sites.

I know all the brand managers out there are going to be up in arms about this, but I don’t really see the point.  I’m not losing viewership because my blog is tweeted in a shortened URL nor am I losing followers.  In fact, I’m gaining readers and followers.  My user names across my social media properties don’t matter much because I offer up my real name when commenting or posting.  My sites are embedded in the profile name.  And, on social networks, it’s there in plain view my full profile for those that care. People will know who I am.  Besides, that’s what profiles are for, it’s not about the user name.  

Talking to a friend of mine on this, his opinion is that the social networks will shut this this down.  

[Paraphrase] Like Facebook policing its masses and kicking out spammers, parked user names aren’t contributing to the social network experience and will suffer the same fate.  Some may allow it initially to beef up their numbers.  Although, in the end it will be treated like spam.

The point of social media and social networking is building trust and interacting.  Brand isn’t about a logo or a name – those can change and do.  Brand is about an experience, trust, and connection.  Look at Twitter, it’s name has been stretched and morphed across a variety of tools that have hooked into its lead.  Twitter gets that these surrounding applications add to its brand equity and fosters it.  

Let’s focus on what matters, building relationships.

Filed under: networking, social media, , , , , , , , ,

Online Personality: Who Am I Really?

For all of you that love finding out more about yourself through tests like Myers-Briggs, now you can see your online personality.  A new tool from HubSpot, Personality Grader, allows you to enter in your name and it will pop-up an overall personality score plus scores across 4 areas.  It is as easy as putting in your name and getting a result. Scores come with why you were scored in such a manner and how to improve.

Frequency – Online usage
Sentiment – demeanor in online interactions
Reach – overall network
Intelligence – how smart you come across

HubSpot Blog:  Personality Grader Makes Marketing Less Manic

I tried it out.  I plugged in my name and I watched the program as it told me it was sifting through Twitter, LinkedIn, Facebook wall, Flickr, Blogs.  Then it spit out my score.  Some of my ratings I saw some validity in, others I would argue against.  

So, I wondered how did it know one Michele Goetz from any other Michele Goetz online.  If you search my name on Google I find at least 3 including myself with presence.  Going back to the HubSpot Blog  the answer to this from Dharmesh Shah:

“This was a difficult one to solve.   What we ended up doing is putting in some Javascript code so we could watch each character of the name as it is being typed.  Based on the typing speed, the application determines which of the “candidate” profiles that match the name have the highest probability of being a match.  For example, if you type really slowly, it is unlikely that yours is the account with 17,000 twitter updates.  It’s not perfect, but we’ve found that this is close enough for our purposes. We’ll continue to refine this part of the software.”

Alright, let’s see what happens when I change the speed of my typing. No change.  

If you think about it, what this tool is really trying to help with is personal brand.  So I tried variations of my profile from user names to email addresses and behold, different scores.  What I wonder is if Michele Goetz accounts for aggregation of the right user names and emails in the aggregation.

One last interesting thing, I figured I’d plug in some well known online brands and check out the results.  I’ve included the links below. Let me know what you think – are they correct?  

Also, try entering these names in lower case letters and watch the difference.  Facebook was hilarious.  For Intelligence it said, “Your evaluation indicates that your intelligence is average; engaging in more meaningful conversations and sharing less about your personal life may improve this grade.”

Filed under: metrics, social media, , , , , , , , ,

Personal Brand and Sponsorship: Test Against the 4 C’s

sponsorship

Blog sponsorship is a tricky thing for those that have built a livelihood around personal brand.  Forrester sees social media sponsorship as the future.  There has also been much talk about Chris Brogan and his sponsorship of Kmart.

The other thing that got me thinking on this futher is a post from Annie Petite.  She asked this question on LinkedIn.

“What’s worse on brand equity?  Huge market share and everyone hates you, or Teeny tiny market share and everyone loves you?”

Putting this all together makes me wonder if blog sponsorship is really a good idea when you spend a significant effort creating personal brand.  Your personal brand after all is about you and your expertise, capabilities, and ability to stand out from the crowd.  When you decide to leverage that personal brand and sponsor people/products/companies, it has the ability to tarnish that image.  Personal brand can be good, but it can also hurt you.

The success of a personal brand lies in 4 Cs.  Sponsorship should fit into this mix to enhance rather than detract from your brand.

  • competence – in topic area
  • credibility – to believability of brand
  • consistency – to brand definition
  • connectivity –  to your customer’s expectation

A really good use of personal brand is to look at golfer Tiger Woods.  He has built a reputation around sports excellence, golf.  It is not a difficult leap for consumers to recognize that if Tiger Woods sponsors Nike golf attire consumers are going to buy Nike golf attire to feel more like Tiger Woods.  In addition, Nike is all about sports excellence.  This brand partnership is an easy leap because there is continuity.  Later, Tiger sponsored Chrysler.  While this had nothing to do with golf, it did have something to do with pairing a luxury car with accomplishment, which is exactly what Tiger had achieved in life.

Extending your personal brand into sponsorships that conflict or is unrelated to the image and story you have created tarnishes can have a tarnishing effect.  At the very least you don’t help the one you are sponsoring because your pitch is unbelievable.  For you, you can be perceived as selling out and loose credibility.  Your sponsorship can be incongruous with your customer/audience base’s values and belief systems causing customers to re-think your value and integrity.  At a small level, consider the situation when you would be a reference.  You only want to be a reference when you truly believe that a person/company is of value and quality.  Otherwise, it can hurt your reputation in the process.  The same should be true when lending your personal brand to a sponsorship.

The tenet of social media is to change marketing and advertising from being the interrupter to being relational.  Sponsorship done well should also have this quality.  Don’t interrupt your personal brand with sponsorship make it enhance your brand.

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Filed under: social media, , , , , , , , , , ,

Break Out of the B2B Mold

We all get in a rut.  It is easy to stay in your comfort zone.  When you find a formula that works for you, why change?

Hear the Brain Vibe chant:

Change is good
Change is good
Change is good

I remember hearing for the first time that social media was the wave of the future for marketers.  Sites like Facebook, MySpace, and LinkedIn got you close to the customer.  As a B2B marketer I was horrified.  Weren’t these sites where the kids hung out and posted party pictures?  Why would I want to leverage my professional network for advertising my company?  I want people gathering at my company’s website to discuss and educate themselves.  I have to be IN CONTROL!

My how times have changed.  You are not, and cannot fully control your message.  But, you can leverage this fluid nature of your space.

There are too many outlets, too much noise, and the market has the ability to tell your story for you, for good and for bad.  The reality today is that the email as a delivery mechanism, traditional outlets, and high cost events don’t cut it on their own.  We lack a glue.  We lack a strategy around what marketing is, how it is valuable, and how it goes beyond agency and direct marketing tactics.

Forget what you learned in your marketing classes and MBA programs.  You learned a process, terms, and tools.  What you didn’t learn is what makes your customer tick.  Today’s decision makers are smart and savvy.  They value their time and don’t want you to waste it.  We’ve listened to the drumbeat of creating a customer experience and the customer comes first, but we still think about our product first in our communications.  Our narcissism holds us back.

If you have a story of how you innovated marketing, share it.  If you have a question on how to push beyond, submit it.  I’ll be on the lookout for ideas and stories to get your Brain Vibe-d.

So keep checking in.

Filed under: b2b, brainstorm, social media, , , , , ,

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