Marketers continue to debate if Facebook is a viable tool to “reel in” customers and increase sales. We think so, if it’s done right.
Check out these tips to keep readers interested and engaged:
- Figure out what they’re paying attention to and model it
- Prompt readers to take action
- Include links to your website regularly
Make sure your messaging ties into the website where you’re leading them.
We all act for a reason. Each time we share content, for example, there’s an underlying motivation whether we’re aware of it or not.
This infographic breaks down some of the key reasons why we share:
- Social currency: This content made you look smart, interesting, fun, savvy, in-the-know in front of your social network.
- Emotion: This content made you feel excited, in awe, inspired, motivated, touched, angry.
- Practical value: You found this content to be useful. This could be new information, tips, deals.
- Storytelling: You enjoyed the story that the content belongs to – for example, a video about someone overcoming a great obstacle.
What motivates you to share?
Starbucks’ digital platforms are hot – particularly on Facebook, where almost all Facebook users (94 percent) are either a Starbucks fan or are friends with one. Starbucks’ success story shows other brands struggling to go digital that they too can do it. They just need the right ingredients.
One important component seems to be that Starbucks has rewarded its customers to get rewards back. For example, Starbucks digital network offers:
- Premium digital content such as The New York Times, The Economist & The Wall Street Journal
- Local news & Zagat restaurant reviews
- Foursquare check-in
- Mobile payment system
These offerings have helped develop brand loyalists who are even pre-paying online before they get their coffees – improving cash flow and operational costs – which has contributed to improved stock performance.
“How do I tell my patient there are no other treatments left?” a physician wondered. “How can I explain my pain in a way my doctor will understand?” a patient asked.
At a workshop I attended at Columbia University School of Medicine last week, these and other essential questions were explored by a group of healthcare providers, social workers, writers and faculty.
The topic was Narrative Medicine– a relative newcomer in the field of health that argues that when patients and providers harness the power of storytelling something magical happens. Sometimes it means that a patient is able to better express his or her symptoms or anxieties in a way that a physician will respond to. It might mean that a doctor or nurse takes not just a critical eye but a critical ear to a patient’s case—beyond the chart and the lab tests—and truly understands what it is the patient feels. And at its best, narrative medicine offers a physician, who perhaps has been hardened by years of working among the grieved, the hopeless, and the gravely ill, the chance to experience a renewed sense of meaning that allows him/her to give their best selves to patients.
As a professional who has built a career on helping clients tell stories, I was intrigued by the idea that storytelling and medicine could be inextricably linked, with one driving the outcome of the other. It’s a compelling argument, given how soaring healthcare costs have forced physicians to see more patients in less time, resulting in a diminished quality of conversation and a growing dissatisfaction between the two. Helping patients and providers build the critical skills needed to tell stories—such as active listening, empathy and understanding— will improve the way these groups interact and the standard of care and satisfaction of both parties.
The workshop was a powerful reminder of how every person has a unique and compelling story to share. Patients deserve their stories to be heard and often just need a little direction and nurturing to help pull that voice to the surface. And providers are often more than willing to try new tools that will help them do more with less. I already know that in my next patient initiative where we really want to spark a conversation and generate lots of stories, I’ll remind patients of the power of their own narrative and will do some of the hardest work there is– listening.
Saturday. That’s the one day of the week I feel most attractive. But believe it or not, I’m part of a small minority of women who feel that way. According to a new study from PHD Media, women feel least attractive on Saturday (31%), Sunday (39%) and Monday (46%). Mornings don’t top the attractiveness scale either with 58% and 38% of respondents saying they feel unattractive from 5:00-7:00am and 7:00-9:00am, respectively. When do women feel they’re at their peak? On Thursdays and between 12:00-3:00pm. Who knew!?
As marketers and communicators, it’s wise for us to take these insights and apply them to our work, especially as we look to forge emotional connections between consumers and our clients’ brands. The survey findings give marketers the opportunity to practice an empowerment/engagement strategy that reaches consumers when they need a boost – in self-esteem, morale and overall well being. Because when you feel good, you look good and isn’t that what every woman wants? Brands that can empower female consumers during this time of need and help them feel their best will always come out on top.
Image courtesy of TIME magazine
Last week, I attended a small dinner party consisting of several fellow members of the Boomer generation and one Millennial. In a room full of marketers who are hard-wired to think in demographics, the conversation eventually turned to the subject of Millennials and a lively conversation ensued as we debated the oft cited labeling of “entitlement” as it relates to this generation.
The overwhelming mood of the room tended toward a judgment similar to this recent piece in the New York Times, that indeed Millennials do consider themselves entitled, due in large part to a generation of parents who constantly rewarded them regardless of their accomplishments. The theory goes that this has resulted in a belief that the world was not only their oyster, but that pearls abounded only for their plucking. For this reason, my friends proposed, the economic crisis and the resulting lack of job opportunities have left this hapless and spoiled group of young people rudderless and disappointed by a world that promised them the moon and ended up delivering a somewhat smelly lump of Swiss cheese well past its prime.
While I agreed that between the recession, escalating loan payments and limited job options Millennials have indeed been delivered a future filled with challenges, I had to dissent at the idea that this resilient generation isn’t boundlessly capable of overcoming obstacles. To prove my point, I referenced my nine nieces and nephews who fall smack within the Millennial demographic. I’ve spent the last 30+ years enjoying watching them learn, grow and eventually go out to find their way in the world. It’s fair to say that each one of them shared the Millennial ideal that the world belongs to them, but far from making them complacent, they have each shown remarkable skill and creativity in not only achieving but excelling in careers that they started planning from the time they were in middle school, overcoming any obstacles with humor and tenacity. They’ve made their way across the country, from New York to Chicago to Colorado to Texas and whenever I’m facing a challenge where I need to understand Millennials better, it’s been terrifically valuable to tap not only them, but their friends and colleagues in a wide variety of fields.
While this n. of nine can hardly be considered a comprehensive focus group, I’m also exposed on a daily basis to MMC Millennials who continually impress me with their entrepreneurial spirit and determination to deliver their best work on behalf of our clients. Again, nothing stands in their way.
So as I work with client teams to develop programming to market to this difficult to reach generation that eschews traditional marketing techniques, I wonder – just who are we trying to tap into? Are we reaching out to a self-involved group who needs pampering and rewarding in order to be engaged, or a creative group of self-starters looking to be challenged to show just what they’re made of? The truth is, no generation can be defined by any one thing. As marketers, we need to strive to take a broad view of all the things that make them who they are. So in the spirit of embracing variety, when I consider engaging this elusive generation, I’ll continue to seek inspiration from a financial planner, an auto engineer, an English teacher, a telecommunications specialist, a sales executive, a filmmaker, a packaging designer, a climbing instructor and an animator. They haven’t let me down yet.
Today, the Holmes Report published its 2013 Global Creative Index, naming Marina Maher Communications #5 in Global Agency Rankings. The ranking is based on an analysis of winners of more than 25 PR award programs from around the world. Scores were weighted according to a formula that placed particular emphasis on Best In Show winners. An MMC program for client Depend (Depend and The Great American Try On) won the North American SABRE award for Best in Show and was recently named one of the 50 Best Global Campaigns of the Year by Holmes.
In announcing the awards, Paul Holmes noted that “single-market agencies [like MMC] dominate the top of this table, ahead of the multinational agencies. On this evidence, at least, local players cannot be beat when it comes to creativity. The results would suggest that agility trumps scale when it comes to creativity…”
P&G’s Thank You Mom campaign, supporting the sponsorship of the 2012 Olympics was named the #2 creative campaign. MMC drove key elements of that global effort, along with DeVries and H+K Strategies.