"5 Types Of Social Media Strategies" cartoon | Marketoonist | Tom Fishburne
"It does not matter how awesome your product is or your presentation or your post. Your awesome thing matters ONLY to the extent that it serves the user's ability to be a little more awesome". I stumbled across this quote from Kathy Sierra and it struck me how important this rule is for social media, yet how rarely it's followed.
"Agreed on the Hashtag" cartoon | Marketoonist | Tom Fishburne
Last week, I gave the keynote at Google's marketing conference in New York (which you can read as a cartoon-filled post here). I spoke about how to create "marketing worth sharing" and that technology can't save a boring idea. One of the bigger themes of the day was the shift needed in how marketers tell stories. Many of us were trained in the Single Minded Proposition school of marketing, where you succinctly repeat what your brand stands for in every brand communication: "Volvo equals…
"Join My Network" cartoon | Marketoonist | Tom Fishburne
I heard someone say recently that the difference between networking and not working is one letter. I'm amazed how many LinkedIn requests are indiscriminately sent to acquaintances or strangers without even personalizing the generic message. Many of these interactions start and end with that LinkedIn invitation. LinkedIn makes networking easier, but it can also make us lazy. LinkedIn makes networking easier, but can also make us lazy. I'm amazed how many LinkedIn requests are indiscriminately…
"Where Complacent Brands Go" cartoon | Marketoonist | Tom Fishburne
I heard once that there are three types of companies: rule makers, rule followers, and rule breakers. It's easy for rule makers and rule followers to get complacent, particularly in industries that have been around for a while.
"Brand Guidelines" cartoon | Marketoonist | Tom Fishburne
ur brands are increasingly brought to life by others out of our direct control. Innocent Drinks describes its brand as composed of "thousands of nice little touches". It can be tough to synchronize the brand so that it feels consistent at every touchpoint. Many brands create strict guidelines to keep everyone in check: a style guide, visual standards, identity manuals, etc. While useful and inspiring if done well, brand guidelines can easily devolve into command-and-control compliance if…
"location marketing" cartoon | Marketoonist | Tom Fishburne
Now that everyone carries a GPS-enabled supercomputer in their pockets, the marketing possibilities are endless. Location-based marketing is the new frontier. But, as with any new technology at a marketer's disposal, the value is not in the technology, it's in what great marketing ideas the technology enables. Location-based marketing won't work if the goal is just to interrupt more effectively. The big ideas matter more than ever.
"Earned Media" cartoon | Marketoonist | Tom Fishburne
Earned media is on the rise as marketers scrutinize the effectiveness of traditional paid media. Marketing plans have always juggled some form of paid media (buying an ad), owned media (building a web site or store), and earned media (coverage in press or word of mouth). But the lines have blurred between these three forms of media. Some ad agencies have started hiring Earned Media Directors. Some PR agencies have started placing media buys.
The last time I tried to redeem a Groupon, I arrived at the sushi restaurant to find an "out of business" sign in the window. The restaurant had launched a daily deal promotion six months before. Half-price sushi at a good restaurant is a great deal for consumers (more interesting than the eyebrow waxing and air duct cleaning deals I usually see). Sure enough, the restaurant was suddenly and constantly full, and I saw Groupon printouts on most of the tables every time I went. From all the…
"Our Facebook Page" cartoon | Marketoonist | Tom Fishburne
The unrequited hype of the Facebook IPO last week echoes the unrequited hype many brands experience with social media in general. There's a get rich quick mentality - a "Like Grab". Many brands believe if you just build it, the audience will come. The problem is that this sets the false expectation that social media is easy. Social media holds tremendous potential, but it requires a long-term commitment. Many brands give up early when social media doesn't immediately live up to the…
"Truth in Advertising" cartoon | Marketoonist | Tom Fishburne
"Never let the truth stand in the way of a good story," the maxim goes. Aside from politicians, marketers have the worst rap for bending (or breaking) the truth. We're so used to disingenuous marketing that we come to expect it. The large print giveth what the small print taketh away. Quotes in political ads are always taken out of context. The fast food sandwich never looks like the photo. No wonder consumers don't trust most of the marketing they see.