IDEAS FOR MARKETING AND CREATIVE PROFESSIONALS
SUMMER 2016
NEUROMARKETING: When brain science hijacks your best marketing
MORE... Heads Up, Phones Down! How to create an engaging presentation that keeps their attention Cool Finds: WIN Foldfactory.com’s New Fold File Andrew Davis: Changing how marketers market and publishers publish
HAS YOUR MARKETING “SNAPPED”?
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Brandscaping: Unleashing the Power of Partnerships
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Authored by Andrew Davis (cover story), in this groundbreaking book, media and marketing visionary Andrew Davis shows you how to partner with other brands to create content that drives demand for the products and services you sell. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping.
TOWN INC: Grow Your Business. Save Your Town. Leave Your Legacy Empower Your Business, Your Town, and Your Fellow Citizen to Prosper as Never Before. TOWN INC. (Andrew Davis, author) unpacks the deceivingly simple link between building a booming business and growing a prosperous town. The secret is to market your town just as passionately as you market your own business.
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Brainfluence offers short, easy-to-digest ideas. Discover ways for brands and products to form emotional bonds with customers. Includes ideas for small businesses and non-profits. Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales.
WATCH A SUPER-FAST, SUPER-COOL VIDEO SHOWCASE OF ALL THE FOLDED SAMPLES IN THE FOLD FILE. (SCAN THE QR CODE) The Fold File is the ultimate creative tool bursting with 40 creative folded samples for use in direct mail, special events, marketing collateral and more. It serves as a springboard for ideas, and as a valuable visual tool when meeting with your customers and colleagues. Choose your favorite folded styles, then head to your computer to use the production dielines in layout immediately. It’s that easy!
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WELCOME
Roy Waterhouse President, Hopkins Printing
3 ESOP Annual Meeting As you know, Hopkins Printing is proud to be an ESOP-owned organization. In May, at our annual meeting, we shared with all of our team the results of our 2015 performance. Being employeeowned means that everyone on the Hopkins team becomes invested as a shareholder and has a vested holding interest in our company. Among the topics discussed at our meeting were company culture, employee training, and the financial performance of the company over the previous year. We were all too happy to report that Hopkins experienced another solid year of positive growth and performance in the company’s value, and all are looking forward to repeating that again in the upcoming year. A highlight of the meeting was a skit performed by our management team (with the assistance of an outside professional consultant) focused on team strength, performance, and betterment. It goes unsaid that as an ESOP, everyone gets involved in many ways, and we were delighted to see that we had such great acting talent among us!
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Read insights from the following contributors in this issue:
1 New Press Arrives at Hopkins We’re excited to announce the addition of a new Heidelberg two-color press to our fleet of presses. With a continued emphasis on efficiency, quality, and turn-time, our new press replaces an older model giving us improved production to better serve you, our valued customers. With the notable increase we’ve experienced in the demand for print communications, it became quite obvious in the last year that it was time to evaluate how we could better meet the growing needs of our clients. The strategic decision was made to once again invest in our pressroom technology, adding “horse power” as well as capacity. We welcome and encourage you to come by and tour our facility to check out our growth. 2 Welcome our New Marketing Coordinator Shelby Arnett has joined the Hopkins Printing team for the first internship of her undergraduate career. Arnett has found success at The Ohio State University, achieving a 4.0 GPA through the school’s prestigious Fisher College of Business and participating in extracurriculars such as volunteer work, the Undergraduate Business Women’s Association, and Residence Hall Council. Arnett’s creative enthusiasm coupled with her knowledge of social media and strong writing skills will prove her to be a great asset to Hopkins Printing.
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@HopkinsPrinting
Diana Lucaci
Roger Dooley Just when you thought you had a handle on all things marketing, we introduce you to neuroscience marketing. Diana Lucaci and Roger Dooley explain how brain science is turning marketing on its head! (Page 12)
Molly Metz Molly talks about building social media marketing platforms for a national law firm. (Page 16)
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Optimize is printed on 100# U Velvet Cover/100# U Velvet Text paper
01 Welcome
Discover three new things about Hopkins Printing, plus a section of the key contributors writing in this issue.
02 Insights
10 Design Engaging Presentations
Take your marketing and sales presentations to a new level. Learn why presentation specialists prefer the dynamics of Prezi.
12 Neuromarketing for Beginners
Executive Editor
Cindy Woods, cmoteam.com Contributing Writers
Tim Sweeney, Cindy Woods
Ideas, opinions, news and trends.
Understanding the science and psychology behind how your brain receives marketing messages.
Design
Production Design
06 Interview with Andrew Davis
16 My Working Day
Designlogix
Diann Durham
©2016 All Rights Reserved
Author, speaker, media professional-turnedmarketer reinvents how marketing and publishing should be done.
A communications manager for a 1,000+ employee law firm explains her role in marketing and PR.
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EXPERT OPINION
Welcome to the Summer issue 3 THINGS TO KNOW ABOUT HOPKINS PRINTING
Summer 2016
Printed and distributed by Hopkins Printing www.hopkinsprinting.com
Summer 2016
INSIGHTS
NEWS | REVIEWS | IDEAS | OPINION |
SOCIAL MEDIA »
Marketing Middleware: Meet Your Time Maker What’s one thing every marketer wants? More time! It used to be we had to buck it up and work nights and weekends to get everything finished. Marketing middleware has become the missing piece in finding more time in your
workday by automating repetitive tasks across different applications. And the best news is that it’s finally become simple, affordable, and accessible to everyone!
A new trend called “the unbundling of software” ousted the days when companies would buy solution packages, paying tens of thousands of dollars for customdeveloped software and integration. Vendors who were making big solution sets of software are today delivering smaller, more specific tools and apps. But as impressive and cool as the apps may be, they live in silos, not talking to each other. We have actually become the middleware, rekeying that landing-page form fill into a spreadsheet or manually adding our latest blog post to our social media calendar app. The founders of Zapier understood this problem all too well. “Zapier was founded by a
marketer and two engineers who needed to solve a problem,” says Danny Schreiber, Zapier Marketing Director. “We had information in our CRM and an email marketing tool, but no efficient way to get the two talking to each other without custom integration. So we imagined an app that would get these two systems working together automatically when triggered by an event.” According to Schreiber, the term “marketing middleware” simply refers to platforms that connect the information flow and actions between the tools you already use, such as Buffer, Trello, MailChimp, Slack, Twitter, Evernote, Dropbox, Google Drive, Salesforce, and more. “A marketing middleware tool like Zapier can connect hundreds of different marketing technology apps or platforms, saving you time and
resources and giving you the ability to reimagine how else you can put your marketing apps and data to work for your organization,” says Schreiber. When evaluating middleware, look for a simple process for creating connections between apps and actions. Zapier uses Zaps. “A Zap is a series of action events based off one trigger event,” explains Schreiber. “When a Zap connects two apps, it automatically feeds information and takes action based on the ‘if this happens, then do this’ scenario you set up. You choose the trigger app and then the action app.” Once you set up a process, it runs continuously in the background without the need to click buttons, push information, or rekey data. So what will you do with all that extra time? n
Mind = Blown! Check out the Marketing Technology Landscape Supergraphic (2016) by Scott Brinker of chiefmartec.com and ioninteractive.com.
SO MANY EASY WAYS TO AUTOMATE How can you automate your marketing life? To give you some ideas, here are ways Zapier helps marketers get more done. Start with something simple such as a thank-you message when someone follows you on Twitter. Or connect a Wordpress blog to Buffer, so every new post automatically feeds into your social media queue. Integrate a web form with your email marketing tool, so “Contact Us” inquiries get added to the email newsletter automatically.
You can use middleware for more complex workflows, too. For example, when someone signs up for an event using Eventbrite, Zapier can trigger autoformatting of the first and last names for future use and personalization. Next, you might set up a step to add attendees to a spreadsheet application such as Google Sheets or Microsoft Excel. Then, do another Zap to drop registration information into worksheets that feed into
MailChimp for automated emails. The number of Zaps you can create is almost infinite! Middleware helped turn service ticketing into a source of sales knowledge for Swiftype, which uses Help Scout as their ticketing system and Salesforce for leads. Good tools, but they didn’t work together. A multistep workflow created with Zapier finds existing customers in Salesforce and automatically attaches the Help Scout conversation to their profile. Now everyone stays informed.
Where will you start? Visit Zapier.com to download a free guide with 101 ideas. zapier.com/learn/101-ways-to-use-zapier
3,874 logos representing marketing applications available to us today (approximately 87% growth over available technologies in 2015).
FOR MORE INFO, VISIT: hopkinsprinting.com/supergraphic
INSIGHTS
Summer 2016
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COOL FIND! »
NEW! THE FOLD FILE
FROM FOLDFACTORY.COM We loved it the minute we saw it, and you will too! ENTER TODAY TO WIN from our Summer Giveaway collection.
Using Twitter’s Advanced Search for Marketing
1 MONITOR MENTIONS OF YOUR BRAND
Though it seems like it would only take a simple search of your company’s name, monitoring your brand on Twitter is more effective with the site’s advanced search. In addition to looking for mentions of your company’s Twitter handle, create a search query that includes your URL, name, and, possibly, common misspellings. If you publish a popular blog on the same domain, however, use advanced search to exclude, rather than include, mentions of the URL. This will yield better results—Tweets focused only on your product or service rather than on content you’ve published. From the results page, it’s easy to reply to, favorite, or Retweet Tweets. You’ll now have all the important mentions in one place, where it’s easy to check on a regular basis. You can also automatically archive Twitter search results in a Google Docs spreadsheet, recording the author’s name, follower count, location, and more.
2 SAY THANKS BY FAVORITING TWEETS
When you spot a customer testimonial in a Tweet, a small way to show you’re listening is to favorite the Tweet. Doing so sends an email notification to the user. Many people overlook favoriting Tweets, when it can actually get someone’s attention more than a Retweet or a mention.
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FIND JOURNALISTS OR INDUSTRY EXPERTS TWEETING YOUR CONTENT Instead of filtering results for the user’s follower count, narrow in on results based on keywords in the account’s bio. For example, receive an email alert for a new search result only if the user has “journalist” in their bio. This provides you with an opportunity to make contact with a reporter in an unobtrusive way—it’s a conversation starter. Depending on your goals, other valuable terms you could filter for include “reporter,” “columnist,” or “expert.” n
The Fold File is the ultimate creative tool for your design studio or production environment. It’s bursting with 40 creative folded samples for use in direct mail, special events, marketing collateral, invites and announcements, and more!
FOLD FILE COMES WITH: • 40 blank folded samples in an array of styles and formats • 40 coordinating production dielines for digital download • Downloadable PDF guide to the collection • Durable black, plastic carry case with handle • 5 hanging file folders with tabs
DON’T WANT TO WAIT TO WIN IT? You can order your own Fold File today and get a 50% discount, compliments of Hopkins Printing, by using code: FF50DEAL. Regular price: $299.99 With your special discount code: $149.99 Visit: foldfactory.com/offering/the-fold-file
WIN A FOLD FILE! SCAN THE QR CODE TO ENTER USING YOUR MOBILE DEVICE OR REGISTER AT: facebook.com/HopkinsPrinting
Summer 2016
INSIGHTS
NEWS | REVIEWS | IDEAS | OPINION |
TRENDING »
Avoiding Snapchat? Why that might not be such a good idea, and what you need to know if you’ve been waiting for the “snapping” craze to pass.
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etermining where your brand needs to exist among the myriad of social media offerings available today can be downright distressing. Is my audience too young for Facebook? Do they use Twitter for more than news gathering? How come no one is looking at my Myspace page? (Okay, maybe not.) And just when you start getting a grip on how to use Instagram to enhance your brand image, an even newer kid such as Snapchat arrives on the block, and your audience starts living there, too. If you’re a 30- or 40-something and don’t have much experience with Snapping, don’t fret. In all likelihood, you’re not alone. For the uninformed, let’s start with the basics: Snapchat, invented by Stanford students in 2011 as part of a product development class, is an app that allows users to share images and short video messages called “Snaps,” usually via their smartphone. These Snaps can be edited to include drawings, special effects, filters, and even text captions. Like something sent to Ethan Hunt in Mission: Impossible, the messages disappear from the screen once viewed by a follower. You can also create and send a “Story”—a collection of Snaps that appear in chronological order and that can be viewed by your followers for 24 hours, unless you delete them. There’s more to the story, but what do the basics mean to you, the marketer?
More than just a tool for teen flirting, a number of high-profile brands (see sidebar) are now using Snapchat to effectively connect with their audiences, specifically with Millennials. The reasons to get onboard are compelling—and there are 200 million of them. That’s the number of people now using Snapchat. More stats: 8,000 Snaps are sent per second, and more than six billion videos are viewed every day. Business Insider reports that 77 percent of college students use Snapchat daily and 58 percent of them say that they would purchase a brand’s product if they received a coupon via the app. What appeals to marketers—beyond those gaudy numbers— is the ability to deliver authentic, entertaining messages in a less serious manner. If you’re a smaller brand with a video story to tell, but without the budget to create high-quality, professional edits, Snapchat will let you easily integrate video into your efforts. And, yes, a cell phone video is an acceptable form of branded communications today. Now, more than ever, consumers are interested in the internal culture of a company, and Snapchat is the perfect platform to deliver
that insight to your audience. In addition to that backstage pass inside the company walls, product previews and promotions or contests that give followers a chance to win items have proven to resonate with Snapchat followers. Remember that most users are on Snapchat to have fun, and if you’ve seen a throng of Millennials crowded around a table laughing at seemingly foolish Snapchats, you know this. So, as a general rule, do your best to inject personality into your content. In marketing speak, that means humanizing your brand. “Story Replies” on Snapchat also give you the opportunity to see what consumers have to say about what you share. From there, it’s a perfect platform to briefly converse with your followers. You can also choose who sees your Snaps and target specific followers or groups with offers that pertain to them. More experienced Snapchatters will appreciate that Geofilters are also available for purchase, meaning you could brand the location of a consumer event or even a company sales meeting so that followers include the brand logo over each of their Snaps from that location. n
INSIGHTS
Summer 2016
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5-MINUTE EXPERT »
“Snap” to It LOOKING FOR GUIDANCE AS YOU WADE INTO THE SNAPCHAT WATERS? LOOK AT WHAT THESE BRANDS ARE DOING . . . IN 10 SECONDS OR LESS. AUDI – Knowing that nearly 60 percent of Super Bowl viewers use their mobile phone while watching the Super Bowl, Audi partnered with satirical news source The Onion to create a series of funny Snaps showing “all the news that isn’t football” in real time. The campaign got 100,000 Snap views, and Audi gained 5,500 Snapchat followers on game day alone. WOW AIR – Iceland’s WOW air wasn’t the first airline on Snapchat (that was Ireland’s Aer Lingus), but they’ve raised the bar. The budget airline broadcasts things such as a day in the life of a flight crew. “Do More Asgeir,” the official face of the channel, brings followers on Icelandic adventures. In April, WOW air announced a contest in which four lucky winners can visit four countries over three months and Snapchat their trips. GENERAL ELECTRIC – In 2014, GE used Snapchat to help launch its limited-edition sneaker called The Missions, which commemorated the 45th anniversary of man landing on the moon. The brand released images of The Missions on Snapchat in the days leading up to its availability and then had astronaut Buzz Aldrin, who was a part of that moon landing, take over its account on launch day (pun intended). COMEDY CENTRAL – The comedy television network has been onboard with Snapchat since January 2015, producing original content for Snapchat’s Discover channel, a venue used by various publishers and media outlets to share content. Initially, Comedy Central used the 10-second clips to promote its TV shows, but it is now creating shows specifically for the medium and considers it a next step in advancing its content. Check it out for a laugh . . . and a little learning.
Luke Goetting Presentation Specialist, Puffingston.com, a certified independent Prezi expert organization offering prezi design and training.
Building an engaging presentation Laying the groundwork for an effective presentation with Prezi means first examining the audience and the setting, including the size of the audience, the room being presented in, and whether the presentation will be shown through a projector, HDTV, laptop, or tablet. Next, we move to the theme of the presentation, the impressions we’re trying to leave the audience with, and the vibe of the content—ranging from highly structured and professional to more free-flowing and casual.
Visual road map Prezi allows you to create a visual agenda— instead of a few bullet points at the beginning of the presentation, we create a home screen that shows the top-level sections of the presentation and then zooms in on them individually so the audience can easily track the presentation’s logic and progress. In some cases, we base the visual agenda on a tangible metaphor, such as a highway or mountain; in other cases, we design a more abstract representation to better communicate the relationships between the content.
Identify top-level concepts and takeaways As a Presentation Specialist, my focus is always on the audience and how well we’re communicating the presenter’s message to them. We know that audiences can follow the logic of a presentation much more easily when they can see the top-level concepts followed by
the information that supports it—eventually seeing how everything comes together for the concluding takeaway(s). Many presenters already have a good idea of what their presentation’s top-level concepts and takeaways are, but they do a poor job of communicating it to the audience. A one-time “Agenda” slide at the beginning of a presentation is simply not enough and is soon forgotten. The presenter should be emphasizing the concepts and logical progressions throughout the presentation—both verbally and visually. Once you have a handle on the presentation’s content, organize the phrases and ideas in order of importance, and then consider the most logical way to present that information to an audience. Ideally, your presentation should have a small number of top-level ideas—no more than three—and the rest of the information organized to support them. Any information that doesn’t act as a supporting piece to one of the toplevel ideas should be considered for removal. Once the outline, or mind map, is prepared, consider how to portray it visually to an audience in a way that integrates the theme of the presentation. While creating the initial structure isn’t the most exciting part of the process (for most!), we’ve found presenters who invest that time on the front end produce presentations that are more logical, more understandable, and better at communicating their message to the audience.
For great examples and insight, read the Puffingston blog at puffingston.com/blog
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Summer 2016
COVER STORY
ANDREW DAVIS Speaker and best-selling author on a mission to change the way marketers market and publishers publish. Interview by Tim Sweeney Andrew Davis has been a child actor, a television writer and producer, and a workshop production manager for The Muppets. That alone is a pretty cool run. Then, in 2001, he cofounded—and later sold—Tippingpoint Labs, a content marketing agency that changed how publishers think and how brands market products. He has also authored several successful books. His latest, Town Inc. hit shelves late last year. We tracked him down to ask about his new book, his brandscaping strategies, and what it all means to you, the modern marketer.
Q: You come from a media background, and those skills are in high demand in marketing right now. How can individuals with more traditional marketing or business degrees acquire the media skills that are so highly desired in this new marketing landscape?
Andrew: Traditional marketers have to start questioning the fundamental underpinnings of marketing, which will help them think more like a media person—asking questions rather than following best practices in a marketing book. Traditional marketing ideas like “the funnel” have been around for a long time, but journalists ask: Why do we use the funnel, and does it work?
Summer 2016
There’s still a place for the skill set of marketers, but the important part is questioning the traditional approach. The difference between a trained marketer and a media person is that a marketer is thinking product and campaign first, while a media person is thinking about the audience, determining their questions or problems, then looking for solutions to those that aren’t limited to your marketing solution set. Modern marketers are making a commitment to the audience and solving their problems like never before. That’s not just a great marketing model; it’s also a great business model. One of my favorite pieces of advice is, “Stop telling me you’re different, and start showing me.” That sums up the storytelling mindset versus the marketer’s mindset.
Q: Can you explain to our audience why they should first be targeting an engaged audience with “appointment viewing,” as opposed to always trying to hit a home run that attracts new subscribers? AD: Making an “appointment” with your audience
that you can stick to is key to making it all work. If you can tell me that on a regular basis you will deliver insight, and I can hold you to that, then I can see the value I am going to get from this relationship from the start. At that point, once you have the piece of content, you can start with that initial database you have, and the easiest avenue to gain new subscribers is using your existing audience to attract a nearby audience. First, look at how people are sharing it already and when they are sharing it. People think about where to distribute, but not when. Momentum is really important to watch. One of the easiest ways is to ask them if they are finding value in it. Asking subscribers to forward this article to three friends isn’t something brands often do, but putting
There’s still a place for the skill set of marketers, but the important part is questioning the traditional approach.
that in an email works. If you’re providing value to your subscribers, it should be something they are willing to share, because content builds trust and trust builds relationships and relationships build sales.
Q: There is so much content currently available to be consumed. Will we reach a threshold where people just don’t have time to see what brands are producing?
AD: Most marketers are chasing the social stream,
creating more content more often and shoving it down more channels to get more eyeballs. It’s creating an influx of stuff that everybody else is creating as well. The key is adding value to my life and building a relationship with me, instead of just sending another one-off email or Tweet. I love how some brands are leveraging their digital insight to inform what they are doing in print. They might publish 30 blogs online, but maybe one or two can be expanded and elevated upon in print. That’s where we will see brands having success. I love Airbnb’s Pineapple magazine. It’s delivered quarterly, and I can have a real relationship with the brand. I don’t read
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their blog, but I will read their magazine. Uber also has a magazine that is in some of their cars. The New York Times and Sports Illustrated also do this very well.
Q: One of the answers to this dilemma of content saturation seems to be “brandscaping,” as your book is titled— partnering with brands that your audience already has a relationship with, then engaging them. Tell us more about that concept. AD: Brandscaping came out of working at
Tippingpoint Labs, an agency I ran with James Cosco. As the media landscape changed, we realized we didn’t need to buy access to an audience; we could partner with other brands that have audiences. So, Brandscaping is a collection of 10 years of research while doing this for clients. You don’t need to be a media company and create everything yourself. Instead, understand who already has access to your audience and connect with them, which is not easy to execute unless you embrace
HOW TO BRANDSCAPE Andrew Davis believes there is great value in finding brands to partner with and then delivering value to each other’s audiences. Here are a few of his helpful hints for getting you on the road to finding your special brand someone:
Identify one brand that you think has your next customer as their current customer.
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Ask yourself: How can I help them get 10 more leads per week?
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That should be an easy step to accomplish. To land on a partner, ask yourself: What does my customer buy before he or she buys my stuff?
Showcase the power of your audience. From there, you can have a serious conversation about how you can work together to share your audiences.
Approach that partner, but don’t make it about a real partnership yet.
If you both could have one piece of great content each month, what would it be?
You want to ask them what you can do to help them sell whatever they sell. That will help you understand what you can do to add value.
That’s an easy question to start with and to get you on the path to creating content that adds value for both parties.
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Summer 2016
COVER STORY
it fully. By doing so, you can reduce your cost and emphasis on media and find ways to have relationships with other people’s audiences. Start by asking yourself: Who has my next customer as their current customer? (See accompanying box: “How to Brandscape.”)
Q: You’ve said that the biggest threat to media companies is content underwritten by brands that understand the power and value of the content they create, own, share, and trade. Can you give us an example of a company that is ahead of the curve in this regard? AD: Converse is a great example. Their former CMO, Geoff Cottrill, realized he couldn’t afford to build spokesperson deals with the biggest musicians in the world, so he decided they would become their own record label. They partnered with Guitar Center to create a great studio called Rubber Tracks in Brooklyn and invited anyone in the world to come and record for free. They asked these artists if they can share their music with each of their audiences, so you end up with a band that might be the next big thing having this amazing experience and singing your praises because you helped build their career. Rubber Tracks has been unbelievably successful. It’s a revolutionary approach for a shoe company to get into the music business, and they now have the ability to drive the brand in a way that no one ever expected. They now have 12 studios worldwide and even a mobile studio they take to events such as SXSW. It’s a three-branded
brandscape—the bands, Guitar Center, and Converse all have their own audiences. And there is no cost to the bands. It’s purely a beneficial relationship on the side of the musician.
Q: A recent issue of Outside magazine had a story that discussed how psychologists say play can release stress and increase happiness. It was informative, and I was surprised to realize that it was branded content from Toyota. Will we see more of this rather than standard ad placement? AD: It’s smart. Toyota’s campaign is well executed. What’s important to the success of the campaign is that they make a long-term commitment to the audience they are going after. If there’s a new article every month, the audience will then recall that outdoor play is attached to Toyota, and that’s what they really want. I think we will see more and more of it, and brands will ask, “What value can I deliver to the audience?”
Q: On a related note, you stress the importance of emailing consumers with inspirational content—the kinds of things they’d produce on their blog— rather than just discounts and deals. How should small- or medium-sized businesses behave if they don’t believe they have inspirational content at their fingertips?
AD: Fifteen years ago, when
email marketing started and e-commerce was available, marketers were smart to leverage offers to get you into the store. It still works, but consumers today are inundated with them, and there are better ways to use email marketing to tell a story. Here’s an example of someone you may be familiar with: Trish Witkowski owns Foldfactory.com, which sells software, dielines, and samples designed to help companies with creative formats for direct mail marketing. She realized people were using the same few folds
for their direct mail projects and weren’t inspired to design or try something new. So she created the 60-Second Super-Cool Fold of the Week, a YouTube video series where she showcases creative folded formats from around the world, and emailed that to her database. She started small, but over time people began subscribing and sharing with their friends. She now has more than 15,000 weekly subscribers, upward of 1.2 million views across YouTube, 333 episodes (adding a new one each week), and almost 20,000 views on Episode #212 alone! When her viewers see something inspiring, they can download the template to create it. She uses this vehicle to excite people about what her product can do for them. Her viewers send inspiring examples of their work for her to share with her global audience, and she uses them in the video to inspire creativity and sell more templates. It’s become a circle.
Q: In your newest book, Town Inc., you mention that the cities and towns that prosper aren’t known for everything, but are known for something. How does that theory translate into the business world? AD: In the business world, one of my mottos is, “Get rich, target a niche.” Which means, if you really want to sell at a higher margin to a valuable customer base that really does see the value in what you provide, you must target them specifically. You have to find the niche in which you can actually deliver those services. Just like a business or a town has to think the same way. Cities, towns, and neighborhoods known for something are much more successful than towns known for just everything. The formula for business is pretty simple: divide and subdivide your audience until you can find something valuable to go after. In Town Inc., I focus on the businesses that have made an impact by defining what the place is known for. Warsaw, Indiana is the orthopedic capital of the world, full of great businesses that are defined by the fact that they are all orthopedic manufacturing or design services. It’s a great niche. The book is for business owners who want to not just build a successful business, but also leave a legacy.
Q: When it comes to producing content, do you see this idea of being known for something as a better recipe for success than trying to offer too much to a larger, more fragmented audience?
Summer 2016
AD: The short answer is yes. There’s too much commodity content in the online world today. Chances are there is someone better than you to answer the basic questions. I think you want to determine whom you can deliver the most value to and how you can fragment the audience to the point that you’re adding so much value that they see reason to spend extra money with you. That’s where the real value comes in.
Make that commitment and deliver on it— just one piece of specific content to a specific audience on a regular basis.
Q: Creating content is one part of the equation, but many companies struggle to deliver it across various platforms and actually reach their audience. Should they choose the channel(s) they can maintain consistently and focus on those? AD: Absolutely. I actually think you should make one appointment with your audience on a regular basis. It can be every day if you want, but maybe you just want to provide that insight on Twitter every day. Or maybe once a week you’re going to provide a podcast. Make that commitment and deliver on it—just one piece of specific content to a specific audience on a regular basis. To garner a new audience, I think you should focus on one social channel at a time. So kill it on LinkedIn if your audience is on LinkedIn. Understand all you can about how LinkedIn works and show that you can provide value there. Once you’ve got it there, you can move on to another channel. But do one at a time. Make one appointment with a valuable audience and really focus on gaining subscribers to the content you are creating. n
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DIVERSIFICATION. IT’S NOT JUST FOR YOUR 401(K)
By Andrew Davis I’m constantly asked: What’s the next big thing in content marketing? To be honest, I’m not any more of an expert in what’s next than anyone else. I certainly see the rise of short-form video with a limited timeframe (such as Blab, Snapchat, and Periscope) being something to watch for in the next few years. Whether they will last, I don’t know, but I’d start thinking about what that means to you. However, more important than worrying about what’s next is ensuring that the distribution portfolio for the content your brand is creating is diversified. I believe you should spend 5 percent of your budget, time, and energy on experimenting on new platforms and spend 10 percent on platforms in the adoption phase of their evolution. Then, when something all of a sudden becomes mainstream and goes through
escalation, like Snapchat recently has, don’t invest heavily into it. Instead, continue with your 15 percent distribution strategy. Watch it, learn it, and understand it, but don’t all of a sudden chase it. At some point, it will get to the consolidation phase, where it has plateaued and people understand how best to use it. That’s when you can put more of your time and energy into it—more like that 30–40 percent— but only when the platform is established. So if you are a small- to mediumsized business with an opportunity to put 30–40 percent of your time and energy into Snapchat right now, that’s probably not a great investment of your time and money. I’d rather you do that with LinkedIn or Facebook, channels that people know how to use and for which they can measure the return on investment.
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Summer 2016
FEATURE
MAKING PRESENTATIONS . . . (WAIT FOR IT) . . . ENGAGING How Prezi can help you keep the audience from diving into their phones when you take the stage.
H
ow many times have you found yourself half asleep in some swanky hotel ballroom, listening to a sales or marketing person drone on and on about a subject you should be professionally interested in, but just can’t seem to focus on? As the presenter clicks through slide after slide, you watch the clock for the next coffee break and lament the last cocktail at the hotel bar the night before. Although it can’t do much to help your decision-making at last call, the 3-D presentation software called Prezi can help ensure you’re not the person onstage putting people to sleep when it’s your turn to talk. Originally developed in 2008, Prezi uses zooming user interface (ZUI) software, which allows presenters to guide their audience through what Prezi calls a “truly spatial journey.” It’s based on a concept that allows presenters to place all their content on a canvas, then pan and zoom around the canvas to focus in on specific elements. Because Prezi shows the movement between frames (Prezi’s equivalent of slides), the audience can see how content relates. The canvas zooms out to show high-level ideas and groupings, then zooms in to focus on supporting elements and individual pieces. Throughout the presentation, the prezi flows around the same canvas—allowing the audience
to track frames as parts of one overall story instead of slides that feel independent of one another. “Prezi started as an architectural tool to illustrate blueprints,” says Luke Goetting, a presentation specialist and the founder of Austinbased Puffingston, a company that specializes in creating presentations for business presenters and keynote speakers, among others. “Rather than showing one big picture, Prezi allowed an architect to show the big picture of a blueprint and then show individual rooms that make up the building.” Goetting says that same analogy can be applied to presentations. “Think of your rooms as your building blocks, as fundamental pieces of a presentation,” he adds. “With PowerPoint, it’s difficult to articulate what is a subsection and what is a top-level idea, because all the slides have the same value. Prezi allows you to zoom in to look at the detail level, but then zoom out to look at the top level. It’s very easy for the audience to track.” The best part: all that fancy performance doesn’t require any more skill when it comes to pulling your presentation together on the front end. The creation aspect of the presentation is still very straightforward, with the spatial movement and zooming in and out or moving side to side controlled much like it is with slides. The slick movement happens on the back end. “When you are in presentation mode, you are still just clicking left and right, like you would with a PowerPoint
Prezi allows presenters to place all their content on a canvas, then pan and zoom around the canvas to focus in on specific elements, showing movement between frames.
presentation,” Goetting explains. “So, even though it looks more dynamic and the audience is seeing one thing, the presenter is really just clicking right to go forward or left to go back. And, in some cases where you want it to look a bit less structured, you can do that, too.” One thing Puffingston encourages is a little preparation, something many of us could stand to have a good dose more of. Goetting finds that many presenters using traditional slide methods tend to skip the step of developing an outline or mind map. Instead, they open up PowerPoint and simply start typing and adding images. “One benefit I find of Prezi is it forces you to create a big picture, a hierarchy of top-level ideas and
Summer 2016
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Prezi canvas for Missouri Golf Association:
subpoints for those ideas,” he says. “Unlike with PowerPoint, where you just start typing away, you want this big picture to make sense, so Prezi sort of forces you into creating a logical and well-constructed presentation, which helps the audience follow along.” As Senior Director of Marketing at 4INFO, a marketing analytics company specializing in mobile and cross channel campaigns, Kirsten McMullen was tasked with preparing a keynote address for a conference of fellow marketing professionals. McMullen recognized the audience would quickly tune out if her content were perceived as a veiled sales pitch. “As a vendor speaking to a group of C-level marketing professionals, it’s tough to get them to look up from their phones or their plates and pay attention,” McMullen says. She turned to Puffingston to collaborate on developing a prezi design full of high-resolution images that flowed in and out of computer, tablet, and mobile phone screens to reinforce the theme of cross platform marketing strategies. “The prezi illustrated the content of the talk in a dynamic fashion and kept the energy flowing,” she says. “Humorous points were punctuated by animation in the visuals that worked with the spoken words to take the audience inside the joke, rather than just allowing them to hear or read it.” Robert Margolin, Vice President of Corporate Development for Cognate BioServices, faced a different dilemma. He was preparing to tell a
complex story—a “Global Industry Overview” at the Cell & Gene Therapy Conference—and would be chronologically highlighting notable clinical and business developments from 2015 in the biotechnology industry. He wanted to present the information in an understandable and captivating way and was concerned that a timeline concept with traditional slides would feel too repetitive, as he featured hundreds of stories. “Cell and gene therapy is a story that you have to navigate by looking at the big picture, but also by being able to review individual developments,” said Margolin. “You can’t follow a path well if you’re constantly being interrupted by slide transitions.” Margolin coordinated the design of a prezi that featured the entire year’s events in one scene, but then zoomed in on individual months and even individual deals to highlight noteworthy activity, so the audience could track how each month related to another and shaped annual trends. “We’ve received several business and sponsorship opportunities just for using and sharing the prezi,” he says.
Depending on your needs, you can choose from Prezi’s various levels of usage options (called Enjoy, Pro, and Teams). By signing up for Prezi’s public license, you get access to their basic cloud-based service. With Prezi Desktop, you can work offline on your PC or Mac. And with Prezi for iPad and Prezi for iPhone, you can show your presentations anywhere. n
PREZI DESIGNS IN ACTION Check out Puffingston’s blog to see the Missouri Golf Association Prezi and other great resources and tips. puffingston.com/blog/prezi-in-action-missouri-golf-association/
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Summer 2016
NEUROMARKETING
Neuromarketing to the Rescue Focus groups and surveys are all well and good, but are you missing the boat on data that can increase your marketing ROI?
dmit it: as a marketing or sales professional, you think you know when you’re being marketed or sold to. Whether you’re shopping for toothpaste or deciding which kind of car to buy, you pride yourself on not being easily influenced by brand messaging. But if you looked at the title atop this page and asked yourself, “Neuro-what?,” chances are you don’t know the science and psychology behind how your brain is receiving a marketing message. A term coined around 2002, neuromarketing allows marketers to study anything that emanates from the five senses of their audience as they consume a product or brand message. “It’s elevating the market research function with neurometrics and biometrics,” explains Diana Lucaci, Founder and CEO at True Impact, a Toronto-based marketing research company that helps brands humanize their marketing, using neural metrics and biometrics of customer emotion and preference. “It’s the type of research that does not pose any questions. We simply allow people to react to whatever they are being presented with, whether that’s a website, direct mail piece, brochure, banner ad, video commercial, TV ad, or fragrance. Anything coming from the five senses is being analyzed by the brain, so, when we measure the brain, we measure the senses and measure a gut-feeling response.” Market research functions such as focus groups or surveys have, of course, been around for decades, but neuromarketing serves to complement and answer questions those tools might not: Why do people do what they do? What will your
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audience prefer tomorrow? Traditional market research methodologies generally ask explicit questions of the customer after the fact. Unfortunately, the questions often influence the answers. “In a focus group, people are going to say what they think the marketer wants to hear, or perhaps the loudest voice wins,” Lucaci says. “So all this mountain of research we’ve had since the 1950s and before tells us about who the customer is and what they are
A term coined around 2002, neuromarketing allows marketers to study anything that emanates from the five senses of their audience as they consume a product or brand message.
buying, but not necessarily why they do what they do. And only by knowing why people do what they do will you be able to be more prescriptive in your marketing campaigns and to drive better ROI.”
DIANA LUCACI Founder & CEO, True Impact Website: trueimpact.ca LinkedIn: linkedin.com/in/dianaluca What makes neuromarketing so valuable is the irrational nature of human beings. According to Roger Dooley, author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, it’s become increasingly apparent to scientists and marketers that people are often incapable of answering market research-type questions accurately. “People cannot explain why they buy one brand versus another or whether they would buy it in the future,” Dooley says. “If people are being recorded, they may behave differently. Even in an anonymous survey, people sometimes still don’t tell the truth, because they don’t want to or they can’t answer the question accurately. Sometimes even the design of questions is misleading. Many of the things we do as humans are governed by unconscious motivation, so it’s important to get below the surface and find out what a person is really thinking.” Dooley recalls his own experience as a young product manager in the commoditymetals industry, where there was a desire to separate the products on the basis of quality and other factors. A survey revealed that customers ranked service, quality, location, and delivery
Summer 2016
The goal of neuromarketing is to determine the automatic response that a customer has toward your brand or product.
speed higher than price. “Price came out sixth, and that was used as justification to push through a price increase, but sales went to near zero almost instantly,” Dooley says. “Since everyone in that market normally charged the same price, price was rarely a concern. So price wasn’t an issue to customers, until it was an issue.” The goal of neuromarketing is to determine the automatic response that a customer has toward your brand or product. Do they react positively and desire more of it? Or do they react
negatively? Neuromarketing experts look for reactions that take place in a fraction of a second, what Lucaci calls “key moments of truth in a customer experience that make a huge difference in conversion rate.” Much of the work she does with clients involves determining what advertising channels make the most sense for a product or brand. “We want to know what the emotional impact is for those channels across what we call a communication cascade and how to optimize the experience for a customer so that it’s not only a positive experience, but it also ultimately drives to your call to action and conversion,” she says. Relying on brain imaging and biometrics technologies allows brands to get a sense of what’s really going to be seen and, more importantly, seen as relevant to the values or issues that the customer has. “Ultimately, it’s asking how you best convert somebody with the right motivating factors to drive a decision,” Lucaci says. “So [it’s] how you will be seen, be relevant, and be contacted.” To find the answers to those crucial questions, Lucaci says neuromarketers divide their efforts into three buckets:
1. Neuroscience, which involves directly measuring the brain with these two tools: • An fMRI (functional magnetic resonance imaging) measures blood flow in the brain. Researchers utilize an fMRI machine to pinpoint the neural pathway for an emotion to determine what it is that their brand elicits in the minds of customers. • An EEG (electroencephalogram) is a wireless headset or headphones that measures electrical activity at the surface of the brain. “We measure electrical activity with an EEG to determine what people are motivated or excited by,” Lucaci says. 2. Biometrics involves measuring body metrics such as heart rate, skin response, respiration rate, and facial coding. Biometrics will tell researchers that a person’s heart rate rises when they see something, but it doesn’t explain why. “We don’t know by just looking at biometrics if the reaction is positive or negative,” Lucaci says. By combining neuroscience and biometrics, researchers
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Summer 2016
NEUROMARKETING
can get a sense of where someone is looking and how they feel about what they’re viewing. “We often combine the EEG with eye tracking to determine their visual attention and then examine at that moment in time if they are confused, excited, interested, or motivated,” she says. 3. I mplicit Association Testing (IAT) is done on a computer and is designed to tell you how a person feels about the message they are viewing. It involves asking subjects to make quick judgments and, therefore, reveal things about themselves that they might not be willing to share if they were asked a question. Because neuromarketing techniques were generally out of reach for marketing teams without huge budgets in the past, it’s a practice that was primarily employed by consumer packaged-goods companies. Coca-Cola and Unilever, says Lucaci, have produced press releases saying they intend to test campaigns using neuromarketing going forward. Dooley says that Disney has been on the cutting edge when it comes to implementing psychology research into their films. Pete Doctor, the director of Disney’s 2015 Pixar movie Inside Out, consulted with psychologist Dr. Paul Ekman, considered the father of facial coding, in order to land on five universal emotions that appear in human faces, then used them in the film. Today, neuroscience research tactics are increasingly more available for those without big budgets, as well. Dooley says simple techniques such as facial coding—analyzing even brief facial expressions—can be used by smaller organizations to help understand what emotion their audience is experiencing in relation to a product. “That can be done by an expert in facial coding, or it can be done through automated means such as webcams, phone cameras, and other setups,” he says. Companies that specialize in neuromarketing today offer a variety of services so that brands can choose the right one for a budget and the task at hand. Lucaci says neuroscience research costs have come down so much that they are in the same range as what you might pay for a survey or focus group. “It’s a solution that is no longer available only to big companies,” she says. Lucaci worked on one fascinating study conducted by Yahoo! Canada, which used neuroscience to understand the role of technology on our memory. In particular, they examined the
READING WITH ROGER We asked Roger Dooley to recommend neuromarketing titles for marketers who’d like to dig deeper into how the brain receives and processes advertising. Here is his list. Influence: The Psychology of Persuasion (by Dr. Robert Cialdini) Despite being 30 years old, Cialdini’s six principles of influence are still very much true today, and the book is considered by many to be a must-read for business professionals. It’s full of real-life situations that show how the principles work. Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (by Darren Bridger) This is a newer book, and that’s important, because neuromarketing is an area that is constantly changing. Bridger’s book is quite good and will provide you with a current introduction to hardcore neuromarketing research tools and techniques.
Buyology: Truth and Lies about Why We Buy (by Martin Lindstrom) If you’re after a very good introduction to the topic as well as the power of neuromarketing, this one is a classic. It’s also very readable and accessible, even if you’re not familiar with the field. Predictably Irrational: The Hidden Forces That Shape Our Decisions (by Dan Ariely) This book received quite a bit of publicity, and it shows how many of the things we do are governed by nonconscious or unconscious motivation. The premise is that our misguided behaviors are neither random nor senseless; in fact, they are systematic and predictable. Neuromarketing for Dummies (by Stephen J. Genco, Andrew P. Pohlmann, and Peter Steidl) It might surprise you, but this book is quite good and not just for dummies, as the title suggests. It digs into a certain amount of detail on the psychological and behavioral sides of things as well as neuromarketing techniques.
Didn’t get enough to put your brain into overtime? Read Roger’s blog at: neurosciencemarketing.com/blog
Summer 2016
By understanding our human biology and our makeup, marketers can better design and create experiences that are aligned with our biology, not just our technologies. memory we have of an event that we experience using technology versus an event experienced without it, such as using a smartphone at a concert. The study found that technology has a huge cost to our memories, because we aren’t exactly present at the time of the event. “A person who uses a smartphone to experience a concert will not recall the details of what he or she saw,” Lucaci says. “And when they try to tell someone about the event, they will not have as positive of an experience as if they experienced the event without it.”
“There’s a multitude of information plugging into your senses that feeds your memory,” she adds. “It’s not enough to see it through a tiny screen. You need to feel it and give the time for your brain to absorb it. Our brains have been the same way for centuries, and just because we now have smartphones, our brains don’t become rewired.” By understanding our human biology and our makeup, marketers can better design and create experiences that are aligned with our biology, not just our technologies. Ironically, new-age neuromarketing has also told us a few things about a more traditional form of advertising—direct mail. A study at Temple University showed that advertising viewed on paper has a stronger emotional impact than the same ad viewed on digital media. “People think direct mail is going the way of the buggy whip and you won’t need it,” Dooley says. “I’m not going to say that a great multimedia experience won’t do an amazing job, but numerous studies show that items with tactile aspects can have a real connection.” Dooley says that humans form first impressions very quickly. When it comes to a website, for example, we form our impression within milliseconds, even before we’ve read the headline
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or looked at imagery. “We like it or we don’t, right away,” Dooley says. “All too often, I see companies decide on a new website based on what they think looks best or what people will like or what designers know has worked for other sites, then they breathe a sigh of relief. That’s the wrong way to go about it. You can have the best designers and the best psychology, but the only prudent thing to do is to test it.” For marketers, it’s important to understand that human brains are the same brains, whether we are observing them in a lab or in an fMRI machine, Dooley points out. Using insights not just from fMRI machines, but also from behavioral science and psychology, can improve your marketing. “Estimates vary, but Dr. Gerald Zaltman, Professor Emeritus at Harvard Business School, says that of our decision-making processes, 5 percent are conscious and 95 percent are unconscious,” Dooley says. “People need to wrap their heads around that. If you focus on features and benefits, product specs, and price, those things are really only appealing to a small aspect of customers’ brains. Once you understand that, you can start appealing to the unconscious part of their brains, too.” n
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Summer 2016
MY WORKING DAY
My Working Day Molly Metz Communications Manager, Kilpatrick Townsend & Stockton LLP Molly Metz tells us to “build your presence on social media, use LinkedIn as a business tool, and build relationships with reporters and industry publications.”
Q: Tell us about your role as a Communications Manager at Kilpatrick Townsend, an international law firm with more than 1,000 employees. MM: I spend a fair amount of my time tracking media hits; drafting, editing, and posting press releases and responding to media inquiries; managing the firm’s responses to various surveys, nominations, and rankings; and managing the firm’s social media accounts and assisting attorneys with their social media needs. I also manage internal communications (the firm’s Media Report and its weekly, internal newsletter).
MM: I started in an entry position as a Marketing Assistant, splitting my time between the marketing and communications departments. After my first year, I moved full-time onto the communications team as the PR Assistant to manage the firm’s social media accounts. My next promotion was to PR Coordinator, and I was given the added responsibility of drafting and editing the firm’s weekly internal newsletter and the firm’s weekly Media Report. I was then named a Communications Specialist, and my most recent promotion was to Communications Manager. That sums up six years at a wonderfully supportive firm that has kept me challenged and allowed me to keep learning.
MM: On average, I spend about two hours each day with social media— posting news stories, tracking engagement with posts, and managing whom the firm is following to encourage social media growth. Q: What do you love about your role? MM: I love interacting with my clients (our attorneys). I have upward of 650 attorneys to serve. Tasks can range from promoting a board appointment to placing an article, to letting an attorney know they’ve won a much-deserved award, to helping them craft a response to a media inquiry. Q: If a company were to want to ramp up their PR, what would you advise them to do?
great resource for us to connect with reporters on a more personal level. We can actively monitor the accounts of publications and reporters we are interested in to get an idea of what kinds of topics are top of mind with them. Q: Are there any emerging marketing technologies or trends that you see as potential ways to get your content out to your target audience? MM: Video-sharing and photosharing apps. Also, in recent years I have seen the use of hashtags at conferences and seminars gain momentum in the legal industry.
“I have seen them share news stories that resulted in inquiries that resulted in new clients.” The firm’s communications team is composed of myself in Atlanta and a Communications Specialist based in Seattle. We are also part of the firm’s marketing team, consisting of marketing coordinators, marketing specialists, business development managers, a writer, a graphic designer, and various directors. My teammate and I collaborate on almost everything we do, from social media postings and ideas to various nominations (40 Under 40, Rising Stars, Practice Group of the Year, etc.). We work with the marketing team to promote events, encourage social media presence at events, promote strategic content, and look for opportunities to be republished by industry publications. Q: As a Millennial in the marketing field, tell us how your career has advanced.
Q: What is the biggest challenge you face in this role? MM: Selling social media as a relevant tool to building business. As an example, we ask our attorneys to spend 30 minutes a week with their LinkedIn profiles, and while that may not sound like a lot of time, it requires them to step away from serving their clients. I have seen them share news stories that resulted in inquiries that resulted in new clients. It works! Having these success stories to share has made my job easier than when we first made a big push for LinkedIn as a business development tool. Q: How much time do you spend each day with the firm’s social media accounts?
MM: Build and maintain relationships with reporters in your market and with specific industry publications. This can be done by grabbing coffee with them to pick their brain or, on a bigger scale, inviting reporters to your office for a roundtable discussion on a trending topic. These connections allow you to get authored articles placed, have story ideas picked up, and be seen as an industry leader and resource for the media. Q: How have you seen social media change/grow your industry? MM: When I started here six years ago, we weren’t proactively using social media. Since then, I’ve seen a huge change in how firms use blogs, Twitter, and LinkedIn. LinkedIn has especially become much more important, while Twitter has been a
Q: If you were to hire one person onto your communications team, what position would you add? MM: I would hire a content coordinator. We create a huge volume of content, and leveraging it across the hundreds of editorial calendars we monitor for possible opportunities for article placements is very time-consuming. Q: What inspires you? MM: In my work life, I find inspiration in the moments when you get to tell someone they have won a much-deserved award or that an article they have spent countless hours on is being published. I also think it is very rewarding to have attorneys share with you their success stories about using social media to gain clients. n
Kilpatrick Townsend & Stockton LLP is a law firm serving clients around the world from 18 offices in California, Colorado, District of Columbia, Georgia, New York, North Carolina, Texas, Washington, Sweden, Japan, and Shanghai.
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