The unofficial slogan of most big businesses and top brands should be, “Look before you leap.”So, marketers and agencies working for a large company or brand name product should probably take a much, much closer look – at Nike’s decision to make Colin Kaepernick the spokesperson in a campaign that says, “Believe in something. Even if it means sacrificing everything.”Why?Because taking a stand on a controversial political issue to commemorate the 30th anniversary of the brand’s slogan, “Just Do It,” probably wasn’t a rash or impulsive decision.In other words, the decision-makers at Nike probably looked before they leaped.How can we tell?First, Nike didn’t launch this campaign back in the fall of 2016, when the San Francisco 49ers quarterback first sat and later knelt during the national anthem to protest police brutality and racial inequality in the United States.In fact, the brand didn’t announce its advertising … [Read more...] about Should Your Brand Take a Stand on Controversial or Political Issues?
Negative impacts of climate change
share tweet share pin it e-mail share The 2016 Race for the White House is nearing an end. From the first caucuses in Iowa in February, the Democratic and Republican parties each whittled down their lists of candidates, with each settling on their chosen nominee. On November 8, either Hillary Rodham Clinton or Donald John Trump will be elected 45th President of the United States of America. The online election campaign: Clinton vs Trump As usual, the 2016 presidential campaign has been full of polls, scandals, soundbites, accusations, endorsements, more polls and more scandals. A few months ago, our colleague Paul Bongers began analysing the candidates’ campaign websites. Here we show you how the final nominees have been performing in terms of content and SEO – how do the Google rankings reflect the overall state of play? “Showing up is not all of life – but it counts for a lot” – Hillary Clinton Regular readers of this … [Read more...] about Clinton vs Trump 2016: SEO and Content Performance in the US Presidential Election Campaign –
While social influence scoring services like Klout, Kred and PeerIndex can provide valuable data for marketers, it's important that you understand their limitations as well as their strengths. (Note: This is part 2 of a 2-part series. See part 1 here.) One challenge is the fact that you can't compare scores in an apples-to-apples way when looking at different geographies. Professionals in Germany are more likely to use Xing rather than LinkedIn for their professional networking needs, putting them at a disadvantage as Xing isn't currently used by any of the social capital scoring services. The Chinese government blocks most western social media sites, leading to the rise of local champions Sina Weibo (similar to Twitter) and Renren (similar to Facebook). Keep local website usage differences in mind when working to identify influencers across geographies: to the best of my knowledge the scoring systems aren't set up to compensate for these differences. When I brought up the nuances of … [Read more...] about Can Social Influence Be Distilled Into A Score? Part 2 – Potential Pitfalls
We are emotional creatures. In fact, we are the most emotional creatures on the planet. Emotions are what cause us to act. The very word emotion means “to move” in Latin. Emotions move us to action. They cause us to avoid danger and pursue pleasure. They propel us to genetic propagation and steer us from genetic annihilation. Emotions do not equal weakness For a long time, we as humans have denied our emotional heritage. We have dismissed emotions as weak and impulsive. The purely rational creature was considered the human ideal through several centuries, from Descartes to Sherlock Holmes to Star Trek’s Spock. Consider this quote from Arthur Conan Doyle’s “A Scandal in Bohemia”: “It was not that he (Sherlock Holmes) felt any emotion akin to love for Irene Adler. All emotions, and that one particularly, were abhorrent to his cold, precise but admirably balanced mind. He was, I take it, the most perfect reasoning and observing machine that the … [Read more...] about Risk vs Reward, Expressed Through Search
Pssst. Over there, next to the purple wing chair. Behind the foosball table and just beyond the 2002 vintage lava lamps. It’s a gaggle of digital marketers, munching on Pez, and screaming at the unfortunate Fortune 500 brand CEO who made the mistake of visiting this digital agency’s hip warehouse space conveniently located just steps from an eight-lane highway. “We want credit! We want credit!,” the digerati are chanting over the roar of trucks and stretch limos. A few, more impatient than the rest, begin pelting him with M&M’s. He’s being very slowly stoned to death. A member of the agency’s management team, clad in yoga pants and clutching a venti chai latte in one hand, uses amazing grip strength in her other forearm to bombard the stunned client from the left flank, with a powerful t-shirt cannon. Sound realistic? Didn’t think so. The fact is, digital marketers don’t have to tug on the CEO’s pant leg as much as they … [Read more...] about A Plea For Small-e Enlightenment (Part 2)