Geoff Livingston on Marketing and Strategy

May 23rd, 2012

Do We Really Need Likes?

Rohit Bhargava and Aaron Strout at SxSW

Friend, fellow Washingtonian and author Rohit Bhargava released his second book Likeonomics this month. Continuing a tradition of celebrating friends’ books on this blog, I’m giving away five copies of Likeonomics to the best answers/comments to this question posed by Rohit:

“The biggest question that I had to tackle in the book was this: Does likeability really matter that much? Isn’t the quality of a product, service or idea really the most important thing?”

Popularity: 1% [?]

Tags: facebook, klout, ladder of engagement, Likeonomics, Likes, Rohit Bhargava
Posted in Uncategorized | 33 Comments »

May 22nd, 2012

Rethinking Strategy through Storyboards and Cognitive Maps

Image by Wild Olive

In today’s networked media environment, marketing strategists find weaknesses in linear approaches to selecting campaign tactics. Break that strategy planning process by integrating best practices from web site user experience (UX) design with storyboards and cognitive maps.

Today, most marketers end strategies with media choices and tactics (and hopefully associated measurement choices). This linear process represents a common inside-out perspective, and fails to embrace the customer/stakeholder experience.

UX design seeks to keep people engaged in a great online experience. Similarly, instead of treating customers and stakeholders like cattle, we should build marketing campaigns that inform and entertain in a comprehensive experience.

Popularity: 1% [?]

Tags: account planning, cause marketing, email, integration, marketing, Social Media, story board, Strategy, UX
Posted in Cause, Green, Marketing, Strategy | 4 Comments »

May 21st, 2012

The 4 Challenges of Cause Marketing

Want to be my guest at the Cause Marketing Forum this May 30-31 in Chicago? The best comment wins a free registration worth $1,045.00 for a business or $795 for a nonprofit, compliments of Razoo (also cross-posted on Inspiring Generosity). A decision will be made tomorrow morning based on comments on both blogs.

Customers want brands to invest in marketing, that much is clear. There’s enough data out there that shows that people love brands that invest in their community’s general well being (skip ahead if you want to see the stats). Yet brands struggle weaving cause marketing and corporate social responsibility programs into the fabric of their marketing communications.

Some of the cause marketing problems facing corporate brands include:

Popularity: 1% [?]

Tags: authenticity, Cause, cause marketing, Cause Marketing Forum, CSR, Danny Brown, Inspiring Generosity, slacktivism
Posted in CSR | 20 Comments »

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Do We Really Need Likes?

“The biggest question that I had to tackle in the book was this: Does likeability really matter that much? Isn’t the quality of a product, service or idea really the most important thing?”

The 4 Challenges of Cause Marketing

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