Rays Marketing Roundup | Social Media, H2H Marketing, YouTube
The overall theme this week is how do we “humanize” business?
It’s been a frustrating for me and many peers I’ve spoken to who have tried convincing businesses to use social media for the purpose it was created – social interaction.
More often than not, it’s perceived simply as another advertising medium.
Mad Men may have finished it’s run on TV, but the impact of post-war marketing continue in endless reruns from the corner office suite to the cubby hole in the back of the walk-in cooler.
This week’s marketing roundup:
Social Business Culture – Personal Brand or Company Brand?
Self-Employment – 6 Common Barriers to self-promotion
Content Marketing – Should Your Brand Be Blabbing?
– 4 Apps That Can Make You a Better Writer
Digital Marketing – Human-to-Human Marketing: A Trend?
Video – YouTube Creator series: 10 YouTube Fundamentals
Buffer Bonus tip: How to Post an Animated GIF to Twitter with Buffer
Social Business Culture
Personal or Company Brand?
via Mark Schaefer
As Mark says in this excellent post, even if you’re happily employed, it is imperative for everyone to work on their online presence and networking.
Why? – Your personal brand is the only asset you have that is transferable.
Under the heading: Employers, set your people free, Mark list benefits for creating an employee advocacy program.
“The amplification effect can be significant—much greater than traditional distribution through the logo-infused company sites.”
Edelman reports that an employee advocate is two times more trusted than a CEO.
Weber Shandwick found that 98 percent of employees use at least one social media site for personal use, of which 50 percent are already posting about their company.
6 Common Barriers to self-promotion
Don’t you wish you could shout out to the world that you are the greatest star as Barbra Streisand did in her role as Fanny Brice in Funny Girl?
I think many self-employed people will tell your that “selling” themselves hard. It’s so much easier to sell your product because you believe in it.
Finding the balance between over-sell and being invisible is a tough one to find as Mark points out this post.
I’m featuring a Mark Schaefer double hitter this week. This post was linked in the previous article.
iI include it here because it hit home.
How many of these traits do you recognize in yourself?
You’ve been taught that nice people don’t do that.
You don’t want to be seen as “hogging credit”… “I truly did not do it alone – others helped.”
You feel that your business is no one’s concern but yours… “I know that I am capable, so why should I have to convince others?”
You come from a company or national culture that emphasizes teamwork and discourages individuals from taking credit
You don’t take credit for the many things you have really accomplished… “It’s all in a day’s work”…“It is just my job.”
You are not sure how to do it without sounding egotistical.
Should Your Brand Be Blabbing?
Why Blab Is the Hot New App for Marketers
by B.L. Ochman for Adage
I don’t remember a new platform creating as much hubbub since Pinterest – well, maybe Meerkat at SXSW.
For the last couple of weeks, so many notifications of Blabs have been popping up on my desktop, they should come with a “seizure warning”.
Friend and fellow #Ray2Go panelist, B.L. Ochman is a regular writer for Adage. In this article, she looks at the business case for this fun and addictive video chat platform.
In it, she tells us what Blab is, where it came from, it’s business model and several ways you could use the platform.
Here are just five:
Featuring talks by your experts
Launching and “unboxing” new products
Demonstrating support for charities — already money has been raised for clean water and NoKidHungry
Conducting product training sessions
Creating blog posts, pins, Instagram photos, tweets, video trailers and graphics from points made in Blabs
B.L. adds that, like Google+ Hangouts On Air, a company’s success on Blab will depend on having good guests, good topics, and shorter segments.
If you’d like to know more about Blab, check out community manager for Blab, Brittany Metz‘s Step by Step guide to Blab
4 Apps That Can Make You a Better Writer
by Kaleigh Moore
I use two of these, Grammarly and Hemingway regularly and find them helpful in tightening up my “prose”.
The article claims Grammarly works with Microsoft Word and Outlook.
I use it on my Mac, and since I subscribed to the premium version, it follows me around wherever I write on the web.
Word choice suggestions
Detection of 250+ grammatical errors
The free Hemingway App helps you write simple, unadorned sentences – like Hemingway.
It’s a website where you paste your words, and it gives you feedback on what words can be cut, passive voice and unnecessary adverbs.
The other two apps mentioned are new to me.
In Kaleigh’s words:
Airstory is an outlining tool for writers who want to plan their stories within a simple drag-and-drop tool.
Using Airstory, you can create searchable, taggable cards that you then organize and drop into an outline, complete with headings, subheadings, and more.
I like the sliding cards idea, so I signed up to the beta version.
I can see this being helpful when writing a longer article or writing a novel or play.
The last app, OneLook Reverse Dictionary is a free tool that helps you find words you can’t remember by typing in the “concept” in the search bar.
It then generates a list of words and phrases that match your query.
You can also:
Explore similar concepts
Answer basic questions
Find words for which you only know the definition
Generate lists of words in a category
Human-to-Human Marketing: A Trend for 2015 and Beyond
This is a thought-provoking article from Jess Marranco for HubSpot.
As it was written last December and thus the title, I think I can say they hit it on the head with their prediction.
Everyone’s talking about humanizing business.
Our new season of the RAY2GO Show is focussed on the subject of exploring “Human Digital Marketing.”
The article covers a lot of territory and gives many examples of brands that show off their heart.
I found it interesting how he describes the evolution from the Industrial era to the Human Era.
Industrial : big businesses cast a shadow on their audience with power, authority, and demanded respect
Human : urges businesses to be a peer instead of a superior . Only by individualizing an audience and building authentic connections will a business thrive in the Human Era.
Some of the qualities of a “humanized brand he lists are:
“I’m listening. I know what you want, I know what you need, and I know what you enjoy.”
“Engaging with your audience on social media…interacting at eye-level…they can see you as just another person trying to help them out.”
No characteristic is more refreshing than being empathetic toward your customers’ lives and struggles.
They solve problems.
“Humans don’t buy from companies; humans buy from humans, so solving for humans is every smart company’s primary goal.”
There are a few more, be sure to read the full article and see if your brand is stuck in the Industrial era.
YouTube Creator series: 10 YouTube Fundamentals
I don’t think any of you need persuading on the importance of video.
Whether it’s YouTube or any other video platform, these fundamentals provide a solid foundation for creating videos that will improve your reach and subscribers.
Buffer Bonus tip:
By: Brian Jackson
If you’re a fan of gifs (hard “g” btw), and of Buffer, now you can add them to your Tweet schedule using the Bufferapp extension.
I know, do we need to make it easier to post gifs?
I don’t mind them.
There are good marketing reasons to use them.
Buffer gives you 10 Times Animated GIFs Make Perfect Sense on Social Media (and How to Use Them).
The Ray2Go Show
Befoe I sign off for this week’s newsletter, I want to say how thrilled I am to be launching the new season of the #RayBunch show.
We have a new name, new format but the same old Faces:
– Scott Scowcroft The ScottTreatment
Twitter: @ScottScowcroft | “ Your Video Content Professionally Repackaged for Profit, Promotion, and Education”
– Randy Bowden Bowden2Bowden marketing & branding – virtual consultancy firm: –
Twitter: floridian @bowden2bowden | “a marketing and branding guy | native georgia – transplant ? southern enthusiast | aged in bourbon.”
– Jessica Dewell Infusion Principle Business Consulting Advisory Board: –
Twitter: @jess_dewell | “Make an impact! Business Evaluation & Strategy. Product/idea development. Dazzled by simplicity, love to laugh. Consultant. Advisor. Speaker.”
– B.L. Ochman What’s Next Blog –
Twitter: @whatsnext | “ Live-streamed events & coaching, ground-breaking digital & social marketing. Loves to dance. AdAge contributor”
This season we’re focussing on human, digital marketing.
The personification of brands is something much talked about since the beginning of social media, but it’s a concept that businesses have difficulty getting their heads around.
As the Hubspot article featured above states, we’re in the Human Era of business.
It’s not a unicorn and rainbow dream; it’s the way we roll now as people i.e. consumers have access to the inner sanctum of your business via the social networks of your employees.
Join us each Tuesday at 12:15 PM ET to catch us live.
The show is broadcast right here at rayhiltz.com/ray2go.
It’s presented on the Crowdcast platform which means you can visit the page and leave comments, questions or just say hi before, during or after the show.
We’ll be hosting a post-show Blab What the hell is human digital marketing? at 1:00 PM ET.
That’s it for this week.
Thank you for sharing your time with me.
Let me know if there’s anything you’d like to see included here.
If you have a question or want to reach out to me privately, here’s my email: email@example.com.
You can view past shows on my YouTube Channel or the audio podcast on Soundcloud.
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Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call