Tuesday, April 24, 2012

Dang girl!
Selena Gomez
21st Century marketing

Selena Gomez took to Twitter to promote her Dream Out Loud clothing collection "@selenagomez At The Grove Kmart checking out Dream Out Loud. First five who go to Customer Service & show this message retweeted/liked will shop with me!"

This is how you utilize Twitter, Facebook, Pinterest, Instagram and all 21st Century marketing. A celebrity, a call to action and sales, sales, sales.

Friday, April 20, 2012

Rich Ross resigns as
chairman of Walt Disney Studios

Just did the unusual for The Los Angeles Times - as a blogger called and asked its permission to publish its article, which is excellent, on Disney (they said provide the link). Thank you, L.A. Times.

After less than three years on the job, Rich Ross is out as chairman of Walt Disney Studios.

Ross' departure, which was largely expected throughout Hollywood, follows a period of management upheaval at the Burbank-based studio and a pair of two high-profile box office flops: last year's "Mars Needs Moms" and the Martian adventure film "John Carter," for which Disney acknowledged it expected to take a $200-million loss -- one of the largest in movie history.

Ross, who had built the Disney Channel into a global powerhouse, was promoted in October 2009 as successor to studio veteran Dick Cook. Despite achieving success with Disney Channel shows such as "High School Musical," Ross lacked experience in the movie business.

Many inside and outside Disney were skeptical at the time that a TV executive with limited film experience could transition successfully to running a large movie studio.

In an effort to improve the studio's performance, Ross restructured operations and ousted several experienced division heads and hired a movie outsider, MT Carney, as head of marketing. Carney was pushed out in January after less than two years on the job.

Ross sent an email to his colleagues Friday morning, saying, "I no longer believe the Chairman role is the right professional fit for me. For that reason, I have made the very difficult decision to step down as Chairman of The Walt Disney Studios, effective today."

In a statement, Disney Chairman Bob Iger touted Ross' contributions to the company. "His vision and leadership opened doors for Disney around the world, making our brand part of daily life for millions of people."

Disney Corporation owns your life from before
you're born until you die - Terrific marketing

Disney's princesses have ruined relationship expectations for young women worldwide. (believe it was my daughter who said that)

Disney may be one of the greatest marketing companies in the world. They own you from before you're born through grand parenting (Disney resorts and cruise lines).

Family night probably involves a Disney DVD. Your eight-year olds are listening to Radio Disney (Weekly Top 30, too). Your teens may be listening to Demi Lovato, Selena Gomez or Jonas Brothers, all signed to Hollywood Records - which started life as a Disney label.

It starts with an expectant mom. She logs on to Babble for maternity information - Disney owns it. From their earliest experiences, children are exposed to Disney Junior as the way parents substitute TV for baby sitters. They progress to the Disney Channel, Radio Disney and the resorts and theme parks - plus the movies.

If Disney were smart, they'd be providing educational tools and textbooks for children from pre-school to college graduation. They may already be doing that.

After school years, it's parenting. What parent hasn't had to take their child to a Disney recreation site? Then the grand parents get involved.

Don't you wish your company domineered every family's life in the world like Disney does?

Wednesday, April 18, 2012

Are you crippling your sales people?
Bad 21st Century marketing practices

If you've read Steve Jobs' biography, you know he was exacting in detail. The question is, are you enlisting Jobs' quality for your company's "social media" effort or are you utilizing what were public relations or advertising firms in 2010?

Champions are what make or break a company. If you're utilizing those former communications firms, your top sales people, the top 20 percent of your sales staff - the champions, have probably abandoned ship. The rest are going down with the Titanic.

Being on Twitter or Facebook is not the total of 21st Century marketing. What if your target audience is not in this arena?

Does your "social media" team know how to program in HTML? Do they know YouTube is the second largest search engine in the world? Are they aware of how to data mine on Twitter?

Do they know how to utilize Instagram and Pinterest for commercial purposes? Can they deliver Pinterest analytics as well as YouTube, Google and Facebook analytics?

Are you putting QR codes on all your printed material? Where do the links lead to? Is your agency charging you to use outside vendors for creating QR codes? You could do it yourself for nothing.

Are you using NFC (near field communications)?

Most communicators are not equipped like marketing sociologists to look at historical impacts to your marketing program. How many of your communication team are discussing how gas prices and interest rates are impacting the business? Are they addressing the issue that every century it's been a nation, the U.S.A. has been in a major war during its teen years? How would that impact your business?

It's your business. If you want the qualities Steve Jobs demanded, you're using a marketing sociologist. If you're gullible, you're using one of those "social media experts" who are telling you followers are "ROI" (return on investment) and were a public relations or advertising firm in 2010.

Take action. Hit the call us free button now.

Monday, April 16, 2012

Why your business shouldn't use a "social media expert" to do 21st Century marketing

"Social media = We were a public relations or advertising agency in 2010 and have no understanding of coding" - Marketing Sociologist

What two years ago were advertising and public relations agencies have re-positioned themselves and today are charging clients $3,000 per month to handle Facebook and Twitter pages.

They call the number of followers "ROI" (return on investment); the same as they took a measuring stick I created in the mid-1980s, calling newspaper circulation or television news viewership "ROI." These agencies' customers may never see a dime from followers or viewers or readers, but these agencies are insisting it is "ROI."

Marketing management are swallowing this smoke and mirrors. Search Pinterest for public relations experts - maybe three. Then search for social media experts - pages. Most of these "social media experts" are charging $3,000 a month for interns, utilized by advertising and public relations agencies the past two decades as the fields degenerated.

While these former communications agencies know how to do Facebook or Twitter, they have a problem seeing the forest instead of just the trees. They don't grasp a business' total enterprise.

Here are a few tools a 21st Century marketing sociologist uses:
•    Facebook
•    Twitter
•    Instagram
•    Pinterest
•    blogger
•    Tumblr
•    Appsmakr
•    QR codes and more.

Marketing sociologists look at the total enterprise. Sixty-percent of all Internet usage today comes from mobile devices. These former communications firms are promising SEO (search engine optimization) for that $3,000 per month. That's nice. App and Instagram usage don't show up on SEO. Yet, today that's where you'll find most of your potential or current customers.

Marketing sociologists start with who are your customers and how do you reach them. Then a marketing strategy is developed. How do you reach customers? It may be at conferences, a press release, or the latest social "buzz" like Pinterest or Instagram. You must look at outside factors that will affect your business; gas prices, unemployment and more. Depends upon your business.

Monday, April 9, 2012

How to become a subject expert on Linkedin

 A Phoenix organization gave a presentation the first week of April 2012, on how to find a job using Linkedin.

On the way to the seminar, I had a flash of brilliance.

In 2011, 2009 and 2008, and hopefully 2012, I was Linkedin’s #1 public relations expert. For years I’ve been asked how I did it. “Fortunate,” is what I said; when my answer should be “40 years of passion, drive and study of anything marketing.”

That’s not the definitive answer on how to become a subject expert on Linkedin.

My entire life I have leapt into research. As a teen, while others were purchasing guitar fuzz tone boxes, I built one. I spent a semester in high school electronics learning to read resistor colors, how to heat sink transistors so they didn’t fry and use nail polish to create what at the time were called “circuit boards.” I had a fuzz tone! Second semester I took metal shop to create an aluminum box for the circuitry. Long before Steve Jobs did the same endeavors to create iPod and other Apple products.

In college, there were nights where I had to explain to Albuquerque police how I was in the school library or art building dark room at 2 or 5 in the morning. Time melted and I didn't realize they were closing. My passion for learning – and creating in the dark room – led to 24-hour sessions for days in a row. Many times I was never found and stayed until the building opened for the next day.

I was also given a key to the school’s newspaper offices where I would write stories after deadline, making plates for the printers who came in at 2 a.m. to print the school paper: New Mexico’s second largest daily.

It was union, so all I could do was ask a million questions about ink – how it was made, printing press history, on and on – curiosity. I was never allowed to touch or clean the presses (union). That came later in life.

So when I started answering questions on Linkedin, I used the same curiosity I had when I went into journalism, public relations and the Internet. I spent six months watching how people answered questions on Linkedin.

I never set a goal to be #1. I wanted to impart knowledge; yet, as I did as a journalist, my goal was to be accurate and well read.

The biggest reward from answering questions on Linkedin was not #1. It was when musician Derek Irving asked a question on making his band famous. I spent six years writing for Billboard, this should be easy to take #1, I thought.

A few days later, I went back to Irving’s Linkedin question and someone else had answered. Many had, but this one person really, really knew what they were advising Irving on – becoming famous in the 21st Century.

The person answering was Dennis Erokan. I looked up his bio on Linkedin. Created the Bammie awards and the Bay Area Musician newspaper; I read it in college. We connected on Linkedin. We presented together at the first Los Angeles Showbiz Expo. No preparation beforehand. He did a shtick about Nikki Sixx of Motley Crue. I was blown away. Yet our presentation was about using the Internet (YouTube, Twitter, Facebook, etc.) to become famous in the music and entertainment industry. One attendee took notes, published a book on our presentation and is now an Internet media darling with millions of followers – all off Erokan's and my presentation.

Connecting with Irving and meeting Erokan were very rewarding life experiences for me and would never have happened if not for the Internet and 21st Century marketing.

Being able to provide answers favored by Linkedin’s 100-million plus users is an honor. It all started by being curious and creating answers that were read (and highly rated). Watching what others were doing – the basis of marketing.

Monday, April 2, 2012

Taylor Swift Facebooks to second ACM
Entertainer of the Year

For weeks before the April 1, 2012 Academy of Country Music awards, Taylor Swift used Facebook; pimping her cat to help her win Entertainer of the Year. Nearly half-a-dozen photos of the cat voting. Then, the evening of the awards, she sent a video of her on the red carpet and instructed those reading the 21st Century marketing tactic to text their vote for the award.

How's your marketing program? Still using SEO (search engine optimization) and press releases? This is the 21st Century's teen years. Don't be left behind.