Netflix Offline Crown advert, a jeep in raffles place

Take your markeitng offline, Netflix style

Very few companies get omni-channel marketing right. Online retailers (eTailers) and most online services tend to focus predominantly on online marketing, and most brick & mortar/offline services are still struggling to market effectively online. Mixing it up isn’t easy when you’ve been doing business the same way for a while (read: too long).

That’s why I’ve been so impressed by Netflix. I expect to see their adverts online, instead I see their crazy installations (below) downtown, and read about the exciting things they’re doing at local cafes. It’s different and it’s a jolt that reminds me that things in my online world are still real. It’s not just an app icon on my tablet. How effective are their offline stunts? My wife watched an entire season of ‘The Crown’ in a weekend after seeing the jeep (at Raffles Place). She’s hooked and is already scouring Netflix for more to watch. I’d say that’s effective.

Netflix Offline Crown advert, a jeep in raffles place

They’re not the only one’s clued on to this tactic though. HootSuite recently held the first (of an annual series) of events for digital marketers at a city hotel. There was a fairly wide mix of people, but what was evident was that everyone was (drinking, networking & …) talking about HootSuite. Sure loads of companies host cocktails, but they aren’t usually SaaS companies – nor do they usually have branded cocktails & cupcakes.

HootSuite cocktail event

So if you’re an electronic business, start looking at what you could do to get your marketing offline. It doesn’t fill the typical boxes of “scalable” & “low touch”, but when done right it can certainly help to get you organic content coverage and sticky mind share. All the same rules apply, define a target audience, be clear and concise and remember to measure everything.

Creating content people care about

3 Steps to creating content people care about

No matter what business you’re in, an essential part of your marketing plan needs to be creating great content. Most organizations are struggling to create content, let alone “great” content though. The incredible flood of low quality content, and “curated” content, is part of the effort to satisfy the constant banging of the content drums. Or as Eli puts it “Content is king, and now everyone is king”. So how do you make great content?

Step 1. Creating content, what should you write about?

Discovering article ideas, and finding relevant things to write about doesn’t need to be hard. There’s a good change that your customers already know what your next article title should be, you just need to ask them for it.

Surveying them is an easy way to get lots of great article ideas, directly and indirectly. When you run your survey “Instead of asking boring questions like ‘How many units of alcohol will you consume in December?’ ask ‘Are you going to get drunk over the Christmas holidays?’. It gets you the same information, but makes the user think ‘What’s the next question going to be?’”, it puts a smile on their faces and entertains them as they give you insight – which you can use to create your next article title – such as “70% of men are going to get drunk this December”.

Step 2. Make sure it’s relevant to your audience

Just because it’s funny doesn’t mean it’s going to have an impact, your content needs to be highly relevant to your audience. That’s what’s keeps them reading.  “Writing about America’s knowledge of Indonesia was really popular in Indonesia, they’re curious and interested to know what American’s know about them. The same article wouldn’t generate any interest America, they didn’t even know that Obama had been to Indonesia.”

Get the right content to the right audience or it’ll fall flat.

Step 3. Test, check if your audience is going to like it

Don’t make any assumptions, check and make sure your article ideas are of interest to your audience. “If it’s interesting and relevant enough for a dinner table conversation, it’s ok.” says Eli. Drop a few article titles as conversation topics in idle conversation with a few of your readers. If they seem interested in the conversation that’s a good sign that they’ll read about it or share it.

Wrapping up. How do I know my post was successful?

If done well, a good post can get great back links and maybe even media coverage, whilst that’s a reasonable measure for content success, Eli believes you need to push yourself further.

How do you know that you’ve made truly great content? Read the full interview here and find out.

Full interview: http://www.socialmediatoday.com/social-business/exclusive-interview-creating-content-people-actually-care-about

 

Michelle Gautrin

How Adobe used social media to fill every seat at symposium

Most marketers in the Asia Pacific have probably heard about the Adobe symposiums in Singapore and Australia. The fact that there were crowds stuck outside the doors and over 700 people joining via the live stream was pretty good publicity unto itself ! The question is, how did they do it? The attendance at the Australian event has tripled in three years, at a time when other marketing events are struggling to get attendees and some are closing down. What are Adobe doing to drive up attendance and create so much buzz?

I spent some time with Michelle Gautrin, the Adobe APAC Senior Social Media Strategist, she provided some insight on using social media to generate buzz, the way the company looks at social media, and provided a few interesting tips  on how to use social for your next event.

The complete interview and transcript is on Social Media Today 

Watch this space for my next interview with Siva Ganeshanandan, APAC Director for Marketing Cloud Adobe – where he’ll be sharing how they engage their customers, reduce sales cycles and drive demand – all through very clever content marketing.