Google Logo For Writer Lucy Maud Montgomery On 141st Birthday

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Google Logo Lucy Maud Montgomery

Today on the Google home page is a logo, Google Doodle, for the 141st birthday of Lucy Maud Montgomery. Lucy Maud Montgomery was a well known Canadian fiction writer who wrote many children oriented books including Anne of Green Gables, Rilla of Ingleside and Emily of New Moon.

She was known as L. M. Montgomery and published 20 novels as well as 530 short stories, 500 poems, and 30 essays. She lived until the age of 67 and died in Toronto on April 24, 1942.

She was an incredibly well read individual who has touched many of American and Canadian children in their earlier reading days.

Rumors have it she died from depression and may have taken her own life. You can read more about her life on Wikipedia.

Forum discussion at Google+.

November 30th 2015 Uncategorized

A Stolen Google Bike

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A Stolen Google Bike

November 30th 2015 Uncategorized

Unilever Extends Foundry Program to Competitive Startups

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After using its Foundry program to link with marketing-tech startups its first 18 months, Unilever is expanding the scope to reach potentially competitive companies in its own categories for joint projects.

The move comes as Unilever opens a U.S. branch of the London-based Foundry, which quickly has grown into one of the bigger corporate efforts to reach out to startups. The program so far has vetted 4,000 startups, of which 80 have done pilot projects with Unilever brands and 40 have scaled into broader assignments. In total, Unilever has spent $15 million with startups under the program up from $6 million when the company last cited a number at Cannes in June.

“We’re starting to experiment with a few startups around business-model innovations,” said Jeremy Basset, head of the Foundry program. While Foundry started as a way of dealing with rapid change in advertising and marketing technology, he said, “If you think about our categories, they’re also being disrupted by startups. The Ubers or Airbnbs of various categories are popping up all over the world. And we think we’ve got an opportunity for them to go from startup to scaleup in the same way that we’ve worked with digital marketing startups.”

Continue reading at AdAge.com

November 30th 2015 Uncategorized

PlayStation Vue Brings on Venables Bell & Partners for 2016 Campaign

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PlayStation has awarded Venables Bell & Partners its Vue the account for its streaming TV service following a competitive review.

The brand, which conducted the review internally, “met with a lot of great agencies,” but ultimately decided on Venables Bell & Partners, said Eric Lempel, senior VP and head of PlayStation Network Americas, Sony Network Entertainment.

“We really felt that VB&P had great chemistry, strong understanding of our brand and our consumer, and just some really good thinking about how we can approach this space, which is a little different than marketing games and game-like services,” he added.

Continue reading at AdAge.com

November 30th 2015 Uncategorized

4 B2B Social Media Marketing Lessons Marketers Can Learn From Their B2C Counterparts

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b2b-social-media-marketing

When social media first launched, many companies were skeptical that these new platforms could be used to support their business initiatives. Today, if you hear of a company that is not on social media, you find yourself wondering “What are they thinking?”.

According to NewsCred, 87% of B2B marketers use social media to distribute content. However, many B2B brands are still trailing behind their B2C counterparts when it comes to social media strategy and results.

There is no denying that social media can be used to build brand affinity and increase engagement for B2B companies. Below are a few lessons and examples that B2B companies can learn from successful B2C companies to increase their “likeability” on social networks. You’ll also find a few B2B companies that are already proving it’s possible.

#1 – Highlight Customers & Community

Because of the loyalty that is often built with consumer products, B2C brands have a lot of opportunities to feature their customers or online community. Featuring different people outside of the organization is a fantastic way to better connect your audience with the content shared on social media channels.

GoPro has done a fantastic job of featuring different people within their community regularly on their Instagram account. It can be everything from a smiling baby, to someone using their GoPro to show off their skateboard moves like the image below.

GoPro Instagram

A B2B brand that is also incorporating their community is MailChimp. Along with some of the best brand visuals I’ve ever seen, MailChimp highlights individuals in a super creative way that anyone that is following them can appreciate.

mailchimp Instagram

#2 – Support Content Marketing Initiatives

As the largest professional social network, LinkedIn provides many opportunities for B2C and B2B companies alike.

Starbucks is a B2C company with a great LinkedIn feed. Instead of simply sharing a product list or their latest news, they’re creating video content that their audience will find interesting. This post for example provides a sneak peek into how Starbuck’s locations transform for the holidays.

Starbucks LinkedIn

HubSpot is well-known within the online community as a marketing automation tool that businesses can use to create more meaningful interactions with potential customers. However, HubSpot provides some of the most useful content I’ve ever uncovered and does a great job of showcasing that content in an enticing and clever way on their LinkedIn page.

HubSpot LinkedIn

#3 – Show The Human Side of Your Company

Many B2B companies have built their business around process, technology and reliability. However, that direction often cuts out one of the most important elements of a company, the people that are a part of the experience.

Love or hate them, BuzzFeed constantly features their employees in different videos and articles. One of their staff members, Matt Bellassai also has a popular weekly video series that is so good, he’s been nominated for a people’s choice award.

Buzzfeed Facebook

B2B companies have equal opportunity to feature stories about their staff. Salesforce has taken a simpler approach and recently shared a post showcasing some of their employee’s giving back during the holiday season.

Salesforce Facebook

#4 – Create Anticipation

When you have a new release or something exciting to share with your customers, it’s a great idea to publish teasers on social media that create anticipation. This can help keep people glued to your feed waiting to see what happens next.

Royal Dutch Airlines created a series of teasers and videos that featured the “unboxing” of their brand new Boeing 787 Dreamliner. Were they talking about ticket prices? No. However, they were creating an experience to connect their audience to the content.

KLM Twitter

Creativity and building anticipation around an event or unveiling isn’t relegated only to B2C companies. Adobe is currently running what they call a “binge-worthy” docu series where three teams are competing to create a holiday campaign. Adobe published teasers leading up to the launch of the series and is frequently providing status updates and encouraging their audience to catch up on the latest episode.

Adobe Twitter

Bonus: Invest in Targeted Social Media Advertising

One challenge that B2B marketers experience (unlike their B2C counterparts) is that there are often multiple decision makers, at different stages within the purchasing cycle.

If you aren’t already, test creating separate ad campaigns for each of the audiences that you want to attract and engage on social networks and then target appropriately based on their common characteristics.

Can You Spot the Similarities?

Did you notice something similar about all of these examples? No matter which social network both these B2C and B2B companies are using, they’re including great visuals alongside engaging content.

This post just scratches the surface of what is required for a truly successful social media strategy. But what it does highlight is that one of the most important things a B2B company can do is treat their audience in a way that highlights their needs and interests as people, not just as potential buyers.

If you’re ready to take your social media game to the next level, see if TopRank Marketing’s Social Media Marketing services are a good fit for your organization.

Header image via Shutterstock


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November 30th 2015 Social Media

What does branded look like?

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The vast majority of products that are sold are treated as generic by just about everyone except the naive producer, who believes he has a brand of value.

A branded object or service has two components, one required, one desired:

1. Someone who isn’t even using it can tell, from a distance, who made it. It appears that it could only be made by that producer (or it’s an illegal knock off). 

Ralph Lauren certainly got our attention when he started making his logo bigger and bigger, but we also see this in the shape of a Paloma Picasso pin, or the label on a pair of Tom’s shoes, or the red soles of Louboutin or the sound of a Harley or the cadence of Sarah Kay or …

If we (the user or the observer) can’t tell who made it, then there’s no brand. That’s the distinction between generic and specific…

2. In the long haul, successfully branded items succeed because the user likes that the brand is noticed in daily use, either by others or even by themselves.

That’s subtle but crucial. Does the very existence of the logo or the identifier or the distinction make the user happier?

Can you imagine how crestfallen the debutante would be if her date didn’t even know what a Birkin bag was?

       
November 30th 2015 Uncategorized

Australian Financial Tech Company Tyro Payments Raises $72M Led By Tiger Global

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australian currency shutterstock Australian financial tech company Tyro Payments plans to challenge the country’s leading retail banks after scoring AUD $100 million (about $72 million) in funding from Tiger Global, TDM Asset Management, and Atlassian co-founder Mike Cannon-Brookes. Read More

November 30th 2015 Uncategorized

BlackBerry Confirms It Will Exit Pakistan After Rejecting Data Monitoring Demands

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blackberry-passport0050 BlackBerry has confirmed that it is exiting Pakistan entirely in response to the national government’s continued demand to monitor user data on the Canadian company’s service. Read More

November 30th 2015 Uncategorized

Rocket Internet’s Latest Company Is ZenRooms, A Budget Hotel Platform For Southeast Asia

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ZenRooms ZenRooms, a hotel booking platform for price-conscious travelers, is the newest startup from Rocket Internet. Like other Rocket Internet companies, ZenRooms replicates a proven business model—in this case, OYO’s—in new marketplaces. Read More

November 30th 2015 Uncategorized

Mark Zuckerberg and Bill Gates Join Forces To Invest in Clean Energy Technology

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clean energy shutterstock The founders of Facebook and Microsoft are teaming up to solve climate change. Mark Zuckerberg announced today that he and his wife, Priscilla Chan, have launched the Breakthrough Energy Coalition with Bill Gates to invest in zero-carbon energy technology around the world. The organization’s membership roster includes some of the most prolific names in technology, including Richard… Read More

November 30th 2015 Uncategorized