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Breaking Destructive Marketing Habits
HiMA IS Conference October 16, 2014
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Short Quiz on Strategic Planning
• Do you start from last year’s budget and plan? Or from a blank slate? • Do you evaluate tried and true
regularly to see if they belong in the mix? • Do you add new media/formats
without asking yourself – what will this do for my brand?
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AVOID SHINY OBJECT SYNDROME
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Shiny Objects
• Competitor driven rather than Customer driven • CEO reads/watches it • No Data Support – Research! • Time = Money
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Avoiding the Shiny Object Trap
• Document who your target audience is • Challenge your assumptions • Test to confirm • Know the audience for a media to
defend against shiny object “bearers” – http://www.pewresearch.org/ – http://www.pewinternet.org/
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STOP OVER-SHARING ON SOCIAL
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Over-Sharing? Me?
• Excessive posting – No more than once a day – At least two times a week
• Lengthy content kills – Wall posts fewer than 80 characters gained
66% higher engagement than lengthier posts
• Average engagement rate declined after the third tweet of the day
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Over-Sharing
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Over-Sharing Troubleshooting
• Impulse driven vs. Strategy driven – Does it fit your core message strategy
and brand? – Is it written to engage with your core
consumer? – Is it Your or the Company’s message?
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JUMPING ON BANDWAGONS
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Bad Bandwagon
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Good Bandwagon
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Really Bad Bandwagon-ing
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Hashtag Abuse
That’s 23 Hashtags!
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Bandwagon Summary
• Be on brand – always • Don’t just jump in “because” • Avoid Hashtag Abuse
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RELYING TOO MUCH ON AUTOMATION
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Automation is your friend but …
• Talking is still effective – CRM schedules should include calls
• Content not recreated for media • Canned responses that sound …
canned – Don’t skip personalization options – Don’t “set it and forget it”
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Automation Overload
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Really Bad Automation
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Good Content, Wrong Media
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Interesting Facts
John Deere began publishing its magazine for farmers, The Furrow, in 1895 (and it's still
produced today).
http://www.deere.com/en_US/industry/agriculture/our_offerings/furrow/furrow.page
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POINTLESS CONTENT MARKETING
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All of MY content is thrilling.
• Never Forget your Audience • Content should be desirable, not
forced • Mix it up – Video, Multimedia,
Games, Surveys – ThinkWithGoogle.com
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B2B Social
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Interactive Content
http://f.email.americanexpress.com/s/13/268935263/FallGreatEscape.html
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Educational Content
http://www.worldunderwater.org/
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Q&A
If you want a copy of this
presentation, please email me or hand me your card.
713.818.0070
