Pinterest - one simple tip to avoid faliure

If you are (or know) a stressed [business owner/brand/agency/marketer/online strategist/social media guru...you get the point] driven by the fear and panic of missing out on the next BIG thing that is the Pinterest bandwagon, today I offer you escape from failure via one simple tip.  

TIP: BEFORE you DO anything, ask yourself the question - is the brand I'm 'pinning' a lovemark? ...I suspect your answer is no/not sure.....so take a look at my personal list of #lovemark brands (below) and hundreds more - curated at  lovemarkscampus. 

Immerse in the stories, exercise your right brain.   Have the courage to tell [yourself/Director/CEO/VP/Manager/yourself] .........why you're not doing something with Pinterest right now.  Because you've got fundamental strategic stuff to take care of first....right ?

Music

Lamb

Sade

Tortured Soul

Underworld

Food



Chocolate Sushi

Cubanitas - Milwaukee

Places

Hong Kong - Taxis

Hong Kong - Langham Place Hotel

My Life

Sports

Manchester United

P.S. if your answer was yes....will it be tomorrow ?

Really superficial

Really ! 3 visits to Klout is not an achievement and does not make me an addict. It's a rather superficial attempt at engagement that turns me off this brand. Does this work for you ?

The surest way to get people talking

When have you been positively surprised by a brand ? What was the situation ? Why were you surprised ? What did the brand do so well ? I posed this question on Linked In and here's one of my favourite responses -  from Rashi Mittal today:

"Extensive Psychological Research Studies show that 'Surprise' is actually one of the 'strongest' and most 'surest' ways to get people 'talking'. Schemas is the scientific term used for the way that we understand the world. Whenever a 'schema' is broken, people are likely to talk about it. (eg. when a plane lands in water, when a girl wins a hand-fight with a boy and so on.). I'm not even surprised that a discussion on 'how have brands surprised you' has led to so many more answers on linked in, than most average questions. :)

In any case, my favourite of the most recent ones has to be Benetton's Unhate campaign. A lot of positive energy. Breaks schemas like no other campaign in recent times. A conversation-starter like no-other. Viral Marketing at its best?".

here's my email to Rashi:

"Thanks for helping me with your answer. I wanted to re-open this question in 2012 to see how people would respond, and which brands could be part of the conversation.

You rightly made me exercise my 'left' brain, and I'm going to dig up my Psychology books - for a timely refresher on some of the basics of human cognition, perception, and behaviour. I'm intrigued to see if Benetton can build momentum on their campaign and continue to stay part of the conversation and become relevant.

By the way, I love your concept of brandripples.com Its such a great universal metaphor; simple to understand and has that little piece of magic - by being able to visualise its meaning when hearing the name ! Love it."

What are your thoughts ? Join the conversation, get talking and share your answer on Linked In here.

RE: Awareness vs Preference

I exchanged the following email with a former colleague....agree ? Let me know..

Colleague:
Awareness vs preference campaign - "Do you have a good definition? I am confused, in need of some good advice"

Me:
Hi, it could be semantics [of the client] or a true ask so I suggest to use a tried and tested model of advertising.

Awareness will drive recognition/attention - if you are a brand that wants to get people to know you or what you do that's fine but it doesn't pay the bills.

Preference would be an activity that gets people to choose your brand, or at least have the brand  amongst a considered set of competitors.

Hence in the AIDA model (Awareness, Interest, Desire, Action) - Awareness is the first step, with preference between Desire and Action.

So in summary, I don't think anybody really wants a brand preference campaign,  they want a Brand Action campaign with metrics that clearly deliver against the need of the client.

I would align a definition of what success looks like before doing anything - that way you will know if   million facebook fans is success or increasing sales by $10,000 per quarter... Hope this helps..

You're in Luck

If you want to gain attention for your message, compel the receiver to act now. Make it is simple, relevant and impactful on both the right and left parts of the brain. I hope you will also get someone on your Black Friday and holiday shopping lists something at Kiva.org/gifts today.