Brand Innovators Content Marketing Summit

This morning I had the pleasure of co-chairing/hosting the Brand Innovators Content Marketing event in Dallas, Texas. It was a great turn out and it was good to hear the personalized stories, trials and successes of the various brand marketers in attendance.

Brand Innovators

Many points were addressed including the impact consumer centric content marketing can have on a brand to the role of user generated content, employee advocacy, brands as editors and generational content strategies.

My perspective is that relevant content can be the connector to modify or impact behavior. Understanding how to leverage the content continuum (created, co-created, integrated and curated) with a highly contextual and timely message while also ensuring that your message architecture is consistent across channels is the key to executing a successful strategy.

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Hero 6 Final

 

iMedia Instagram Strategy Cover Story

This morning my new article How to Launch a Winning Instagram Strategy was the cover story for iMedia Connection.

The article reviews how Instagram can be mapped to the path to purchase and covers various use cases that can align with brand marketing objectives to meet and exceed their goals tied to the Instagram platform.

Tom Edwards Instagram Cover Story

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Lloyd’s Twitter Stock After the World Cup

After a performance for the ages by Carli Lloyd and the US Women’s team during the recent Women’s World Cup, I was asked by Mobile Marketer to provide commentary about how Lloyd’s recent spike in followers could translate into endorsement deals.

world cup

(Mobile Marketer) Is a jump in Twitter followers like Carli Lloyd received enough for brands to jump on board with a sports star, or not enough?

A jump in followers after an event such as the World Cup can be a signal to brands that an individual may be a viable endorsement candidate. There are other factors such as consumer perception tied to awareness, appeal and relevance to the brands image and potential influence on the brands consumer. For Lloyd, the timing is right as awareness is at a high point over the next few months.

(Mobile Marketer) What mobile marketing opportunities could her following be turned into? Before yesterday, when she scored three goals in the USA’s demolition of Japan in the Women’s World Cup final, she didn’t have many marketing deals other than a PR deal last fall with Usana Health Sciences and a deal to represent Visa through the 2016 Olympics.

Depending on the needs and demographic make up for a brand, LLoyd will most likely receive multiple endorsement opportunities as she now has a number of key factors working in her favor, awareness, aspiration and influence.

(Mobile Marketer) Is there a precedent for this type of phenomenon that is worth keeping in mind for marketers on mobile?

The Olympics provide a good frame of reference for non-traditional athletes that are tied to a moment in time vs. consistent year over year endorsement. The key is to ensure that the athlete aligns with the objectives and persona of the brand and attention needs to be paid to the key demographics and resonance of the sports celebrity.

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PepsiCo’s 50th Anniversary Milestone Strategy

I was recently asked by Mobile Marketer to provide commentary about PepsiCo’s 50th anniversary milestone strategy as well as discuss best practices for celebrating milestones both from a corporate and brand perspective.

PepsiCo50

(Mobile Marketer) Is PepsiCo’s approach to celebrating their 50th anniversary a good way to mark a milestone like this given the potential mobile audience?

Pepsico is using it’s 50th anniversary as a content thematic to further tell the brand story and engage with partners (Omnicom, Oracle, Bristol Motor Speedway, etc…) to create relevant content and conversation (#Pepsico50) around the milestone event.

The key point to consider is since this is a PepsiCo corporate vs. Pepsi brand initiative, the conversation is more closely aligned between partners and employees vs. celebrating directly with consumers and rewarding them. With product milestones, you see a number of brands leveraging the milestone to activate their consumer base.   

(Mobile Marketer) What is the right mobile marketing strategy when you commemorate a milestone like this?

Depending if the milestone is tied to the company vs. a product will impact what the end objective may be. Pepsico’s approach is ideal for a corporately led celebration of a milestone.

They were able to create short form content that spoke to different audiences and gained additional earned media equity through partner created content and conversation.

For products celebrating milestones it is an opportunity to activate a consumer base to share in and be a part of a celebration. This can come in many forms, but the ideal is when a brand consumer can convey what the product means to them through user created content that is curated and celebrated by the brand.

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PRWeek Twitter Commentary

I was recently asked by PRWeek to provide commentary about the current state of Twitter.

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PRWeek: What if Twitter didn’t exist?
Tom Edwards: If Twitter did not exist, other platforms would fill the void. Mobile devices created accessibility and creators and those that consume their content would still find a way to connect. What would not be as apparent is the impact to real time earned media as there are limitations, based on privacy settings and limited organic reach on other platforms
PRWeek: What would PR pros use instead?
Tom Edwards: PR pros and marketers would turn to other platforms and influencers that can facilitate earned reach. You look at platforms such as Tumblr, instagram and YouTube as well as socially charged ephemeral communication platforms such as SnapChat, WeChat and Cyberdust. Essentially any platform that supports user created content and garners engagement can be leveraged to meet various communication objectives.
PRWeek: How has Twitter’s role changed over the years?
Tom Edwards: Twitter has been a mobile first platform since it’s inception. It has evolved from a simple SMS-based offering to a discovery platform centered on topics and trends to one that supports multiple media types as well as an incremental driver of tune-in. Currently it is the ideal real-time marketing and reputation management platform. From a marketing and PR perspective, the versatility of the platform combined with a family of apps strategy (Vine & Periscope) provides additional opportunities to create influence and foster advocacy.
PRWeek: How different would social campaigns look?
Tom Edwards: Social campaigns would still focus on various levels of engagement and content creation but hashtag centric campaigns would need to adjust as Twitter’s ability to combine commentary, hashtags and a call to action natively in the tweet that can in turn drive discovery is an ideal experience to facilitate many types of social campaigns.
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