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Content Marketing

Jul 31 2012

Facebook’s Fast Track to Mobile Ads

Gone are the days of Facebook’s freewheeling approach to launching and implementing new features without a concrete strategy for monetization. The post-IPO landscape is dotted with investors demanding ROI, leaving Facebook in a perpetual struggle to find new avenues for revenue sources. Despite the controversy of Facebook ads efficacy, a recent ComScore study helped to alleviate skeptics and anxious investors' concerns. See our weekly roll-up for a collection of articles on the topic. Mobilize or Perish Zuckerberg admitted that Facebook missed the mobile bus, and is now scrambling to catch up. More...

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Jul 20 2012

Social Business as a Growth Strategy

It’s now common knowledge that to survive in business today means being social. A lot of the buzz on this topic feels like an urgent imperative for brand decision-makers (like it or not) when really, socializing business should be embraced as an exciting and viable strategy not just to survive, but to lean up for growth out of this economy. Start with a fresh perspective to bring agility and authenticity to your business goals, which means starting at the top. Social business is not a passive change. Executive sponsorship with a...

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Jun 29 2012

Social Media Monitoring and Big Brother

Any good brand manager knows that monitoring social media mentions of your product is a great way to maintain your reputation and keep any issues from getting out of hand.  The US federal government knows this too, and has been monitoring email and social media for years now. This is not a new approach to intelligence gathering, as monitoring “chatter” has long been a staple of national security work.  But thanks to a few concerned citizens, we now know what words to avoid using if we don’t want to catch the...

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Jun 02 2012

Considerations for Sustainability Messaging and Social Media

Social and environmental responsibility remains an important part of communication strategy for today’s organizations, and now thanks to social media, there are more tools than ever to engage your audiences and share your message.  While there are some specific risks involved, sustainability marketing and social media are a perfect match for each other in many ways: People tend to be passionate about sustainable business and want to interact w/ sustainable brands – no better way than Twitter, Facebook, Pinterest, YouTube, and more. Any organization that communicates about its social and environmental efforts...

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Apr 23 2012

Content Strategy + Optimizing Channels

In March I attended the engrossing Q + A with Kristina Halvorson on Content Strategy.  A recurring topic of conversation was the tension between repurposing content across multiple channels versus creating channel-specific user experiences with rich content. Content strategy is an odd beast since a cross-section of Information Architecture (IA), Copywriting, User Experience (UX), and Interactive Design are involved.  Marketing strategies in this framework take a back seat. So as a marketer, it was of interest to learn the challenges of this hybrid role and see that marketing tenets can serve...

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Apr 13 2012

Facebook Case Study: How Hi-Tec USA Tapped Into What Inspires Their Facebook Fans

Hi-Tec is an outdoor shoe and apparel company with a focus on adventure, family, and outdoor living. Hi-Tec has was founded in 1974 in Shoeburyness, England introducing Britain’s all-time best selling sports shoe model, and has since flourished into an international company with a unique audience in multiple markets. Mambo Media created a dispatcher role to assist the Hi-Tec USA Marketing team to listen, monitor, engage with fans and thought leaders, create content,  and drive e-commerce sales. Other goals included consultation for the optimization of the brand’s social media properties, and the timing dovetailed perfectly...

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Apr 03 2012

Social Media Marketing Course at PSU

I’ve been asked to teach a Social Media Marketing course at Portland State University! We will be covering case studies about the Mambo Media methodology that we use with our clients every day, so the students will get an idea of how our methodology works in practice. Here’s the course description and a list of certificates this course applies toward: WM403 Social Media Marketing The proliferation of social media platforms and applications has changed the marketing landscape significantly, impacting how we buy and sell products, and how we reach customers, interact with friends, and...

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Mar 11 2012

11 Steps to LinkedIn for Recruitment: Which Should You Use?

If you’re interested in using LinkedIn to recruit employees, there are many ways to approach this process. We’ve found that our Before, During, After methodology helps organize and clarify the steps, from optimizing your Company LinkedIn Page to building relationships with potential candidates. Below are our recommendations for 11 steps that you can choose from to create a successful LinkedIn recruitment campaign. BEFORE Before you begin to recruit, follow these steps to build your Company Page LinkedIn followership and make it easier for candidates to find and apply for your open positions. 1. ...

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Feb 14 2012

Category Connoisseurs vs. Brand Advocates

In Youngme Moon’s captivating book Different: Escaping the Competitive Herd, she posits that product categories have augmented benefits beyond the average consumer’s ability to tell the difference between any two brands. For example, take toothpaste. When in the toothpaste isle at the grocery store a consumer sees whitening, tartar control, natural, anti-cavity, fluoride, and bad-breath-fighting as advertised product benefits. The myriad of choices and attributes leaves one of two options for the inundated consumer - either consider and weigh all the products and morph into a “category connoisseur,” or be apathetic.  Demanding...

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Jan 16 2012

Pinterest Roundup

Not familiar with Pinterest? Start here with the Beginner's Guide to Pinterest: http://on.mash.to/xOIp1Y     HGTV curates multiple boards to inspire, engage and interact with their fans. Read about 6 ways that brands can rock Pinterest: http://bit.ly/ynmQ0R     Still need convincing that you need to be monitoring Pinterest’s growth? Site visits to Pinterest increased over 4000% in last six months: http://tnw.co/AnJYwc     Pinterest’s designer and co-founder shares his secrets on designing such an addictive platform: http://on.mash.to/AA1vhQ     Optimize your pins! Pinterest link building and SEO strategies: http://bit.ly/xZcGv8     Know your audience- Hear what these power-users had to say about why they...

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