Community & Curiosity: Pod Notes
The Philosophy of Community™ (~7:10):
Can you bring groups together and create a sense of belonging and then you inherit the credibility of bringing that group together and having that sense of belonging.
And that can happen lots of different places in your marketing journey. There could be customer communities. There could be non-customer communities. It could be you infiltrating communities that already exist.
But it's almost more of a philosophical approach to marketing than a program.
If you decide to join a community, how you join as a brand—and whether or not you should join as a brand or whether you leverage folks at your company—is a make or break situation.
I'm ending here mostly so I don't end up transcribing half the episode, it's worth a listen. They go from here into influencers and marketing as a connective tissue for your organization (~9:10).
But that first part, about bringing groups together, that's sports teams.
That's this:
Kyle Mensing
Next, curiosity! (~14:45)
When all of these buying behaviors and channels and things switch underneath us, the curiosity that I have is what things are remaining as consistent human behaviors—of how we buy things and take chances and how we spread recommendations amongst each other and all of those traditional things that humans have always done—what piece of this remains versus what piece of this gets thrown out in the trash?
That's well-placed curiosity. And we're all about that sort of thing here.
According to Sprout Social:
Nearly three-quarters (74%) of consumers say they’re likely to reach out to a brand on social over the holidays
This is why I wrote:
The true social media use case for brands now is customer service. These are the channels customers want to talk to you via. Your customer support/service/success team should have access to answer comments and messages.
McDonald’s “I’m Lovin’ It” jingle has been getting lodged in brains for 20 years.
Why is it so successful?
After reading the names of the prior jingles, I had the same thought shared by Garrett Crosby later in the post:
shifting from “you” and “we” language in prior jingles to first-person in “I’m Lovin’ It” may have helped its longevity.
Your marketing shouldn’t be about you. You’re a platform for your fans.
‘Pause Ads’ Creep Onto Hulu, Peacock and Max as Streamers Seek New Revenue
This is a placement type that opens up TV ads to a wider crop of businesses, namely those that can’t (or don’t want to) produce “TV-quality” video spots. And monetizes “dead space” in a way that should minimally impact the viewing experience.
According to Martech:
Shoppable ads are beginning to make an impact on smart TV audiences, with 55% in a new survey sample recalling seeing shoppable ads and 50% admitting to interacting with them.
The shift to streaming has made this ad type more widely experienced and it’s been around long enough that the novelty has worn off. I think that’s the point when new ad types start to gain performance traction (or don’t).
I would guess the TikTok QR code Super Bowl commercial was the tipping point for the viability or interactive TV ads.