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Scoop.it!
If there is one entrepreneur who knows the real value of building social relationships, and how they can extend into the world of social media, it’s health and fitness mogul Andy Frisella: founder of Supplement Superstores, Paradise Distribution, and the renowned fitness brand 1st Phorm International. These brands, among others, bring in more than $100 million a year. 
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What company do customers feel most connected to emotionally?Apple? Nope. Amazon? Sorry. It must be Nordstrom then, right? Not even close. To find the company that has the strongest emotional connection with customers, you have to leave the consumer world behind. Blows your mind, doesn’t it? According to new research from Google and the CEB, customers are more emotionally connected to B-to-B brands, and it’s not even close. The company customers say that they are most emotionally connected to is…Cisco. Why? Well, it’s about understanding risk. The more risk involved with a purchase decision, the higher the likelihood of an emotional connection. Increase the variables related to risk (e.g., losing a job, wasting corporate investments), and you have the ingredients for an emotionally involved buyer. Personal risks peak when others are counting on you to make the right decision and the stakes are highest....
Jeff Domansky's insight:
Great post from Scott Gillum: "How can we leverage this insight? To start, focus on better communicating “personal value” to non-customers. The research found that brand messaging connects with buyers early on, but the excitement wanes over time as we move down the buyer journey into the evaluation phases." If you also communicate reduced riskrisk, your b2b success rate is much higher. Recommended readingreading 9/10
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If it’s becoming a challenge to get your C-level executive to write the thought leadership content you need for your corporate storytelling efforts, remember that, while some CEOs may love to write, nearly all of them like to talk. Try capturing their insight and ideas using a more conversational format; for example, interview them using Skype and record the conversation. Your content editors can then turn the resulting audio (or video) and transcripts into multiple content marketing pieces (e.g., blog posts, white papers, etc.).
Or, if the recorded content is high quality, you can even use it in its original format as the basis of a podcast. Even if your CEO isn’t available to be interviewed and is unwilling/unable to write an article, ask if he or she would be willing to answer a few questions via an email. In other words, don’t block the content marketing process by trying to force your executives and staff members into doing something they aren’t comfortable with — there are plenty of other ways to generate effective content marketing....
Jeff Domansky's insight:
How to get creative in your content marketing strategies, especially when working with senior executives. Several really good suggestions and solutions.
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...Organizations such as Intel are beginning to look and operate more like media companies. They’re evaluating topics and trends in real-time and creating a brand narrative across multiple networks, a transition that doesn’t happen overnight. It takes a lot of content to fuel that many channels–and a dedicated team to manage the ideation, creation, and analysis of that content. More importantly, it takes a lot of quality content to generate engagement with audiences across continents and timezones, and for Intel engagement is a key metric.
In fact, Intel conducted a study benchmarking the Facebook engagement rates of other brands similar to Intel in size and standing. They found–much to their delight–that Intel came out on top with higher levels of engagement than any of the other brands. Intel also discovered that organic engagement (vs. paid) had steadily increased over time, confirming the right content is hitting the right audience.
But how does Intel come up with the “right” content, then find the “right” audience? What are they doing differently than those other brands?...
Jeff Domansky's insight:
Great insight into a content marketing leader and powerhouse.
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Remember how difficult it was to get hold of logos in the early days of the internet? I don’t mean the really early days, I mean the time when most brands had web sites but corporate and product logos were still jealously guarded. Try to copy them and it wouldn’t work, or they’d be watermarked, or obstructively trademarked. Not that I ever tried to do such a thing. Social media has changed all that. Today a lot of brands make deliberate decisions to enable people to use their images, and in particular their logos, far and wide, providing it’s seen as being in their best interests to do so. There will always be the risk that some joker will use it for nefarious purposes, but most progressive communciations people seem to take the view that those are punches to be rolled with. And given the conversation it’d probably generate online, all publicity is good publicity. Probably. Yet what has befallen poor Subway today is another example of brand sabotage that has the potential to cause reptuational damage. And the ability to share images is at the heart of it....
[Social media brings interesting marketing and PR challenges - JD]
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I’ve collected eight recent social media posts by large companies. Most of these updates are from the last month. To try to pick the abjectly stupidest one would not be easy. ...McElligott was a very smart ad man. Today, many of the social media managers at large and important companies are, by contrast, not very smart ad men. To say that they regularly underestimate their customers’ intelligence would be a great understatement. They seem to believe their customers have the brain power of a baked potato. I’ve collected eight recent social media posts by large companies. Most of these updates are from the last month. To try to pick the abjectly stupidest one would not be easy. You can go ahead and give it a try, though....
Jeff Domansky's insight:
Key question: Is there intelligent life on social media? Apparently not, for brands!
James Dillon's curator insight,
November 6, 2013 7:24 PM
A bunch of side-grabbingly, hilariously condescending Facebook 'engagement' attempts from brands who should know better
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I can tell you that LinkedIn is indeed a very strong promotional tool that when used properly can be a great source of free marketing for your business. Like anything else in life, getting the results you want takes some time and commitment, so don’t expect too much too quickly. Once you get a better understanding of how LinkedIn works, it will help expose your company to a whole new audience not available anywhere else.On that note here are 10 important tips to remember that will help generate more interest for your business on LinkedIn...
Jeff Domansky's insight:
Basic but useful LinkedIn tips.
Ali Anani's curator insight,
October 28, 2013 1:19 AM
Don't procrstinate on using LinkedIn for promoting your business.
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Corporations have spotted a gaping hole in the market left by traditional media and are attempting to fill it with their own forms of corporate media.
But according to former-Financial Times journalist turned media entrepreneur Tom Foremski, corporates are failing to connect with their audiences and there are very few successful examples of the genre....
Jeff Domansky's insight:
Tom Foremski shares some clear lessons for corporate communicators including: "organizations must avoid vanity media and report and share stories that engage their audience." He also worries about journalism in an era where page views count more than news.
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How far should brands take the personal approach on Facebook?
The rise of social media and the arrival of one-to-one communication has presented a unique problem for brands. That is the need to develop a personality. That is not to say that before social media arrived brands were flat, faceless entities, but with the nature of social media and immediacy of connections brands have with fans, there is a need for a daily connection, regular content and public communication with customers that the brands of yesterday aren’t quite equipped to deal with.
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Finding truth, telling stories and building community are great recipes for success like Andy Frisella.