Popularity is Not Confirmed When Unharnessed

Thank You For Your Business!

     

                          

Last week I sent an email blast containing our blog's first post to about 3 hundred people. The click through rate was 17.33% just shy of the best case average of a 20% CTR; nonetheless, the results fall on me because I designed the headline and acquired the list. When reflecting I analyzed the situation and asked myself what could I have done to get the percentage higher? Knowing that those 3 hundred people I delivered the blast to were a mixture of childhood friends, and family members amplified the impact of the result. Wouldn't you scratch your head and wonder why people you share your everyday life with didn't notice you enough to interact? This experiment was done in an attempt to obtain a significant result when marketing privately instead of publicly. Again this wasn't a terrible response compared to the ideal average. My main concern was the 0% conversion rate after obtaining the views we did get. Does that mean that everyone who did view the blog does not want to see subsequent content of ours? And not sign up to be privvyed to content that is more openly expressed? Well yes, that's exactly what it means and I would be delusional to think sending another blast to the same consumers would make a difference. Popularity is not the same as productivity, and push & pull marketing have everything to do with it. Why ddidn't I pull my targeted audience instead of pushing us onto a random one? It's because I disregarded the difference between marketing and popularity.

How Unproductive is Your Social Network?

Thank You For Your Business!

Have you ever sat back to reflect on which direction your career is going, then realized your network circles are not as impactful as you thought? I can recall as a freshman student asking a friend who was also a freshman student in a neighboring field if they could help me with something in the department they went to school for. After a few weeks of stalling their response was "let me know when you find the money for this type of work". As a business student that response was respectable; however, would have been more honorable coming from a freelancer I did not know. Here it was I had a friend who wasn't a professional yet talking to me as if they had a catalogue of reputable companies under their belt. It was my first taste of realizing the importance of networking with people who worked in the present as a preparation for the future. Today I do what that friend does better than them and that's apart from running 2 businesses. Am I saying this to brag? No. It is a good example however for explaining how essential it is to build an "interdependent" social network to last. (Savits, 2012) stated "...when companies approach enterprise social networks as a technology deployment they often fail to understand that the new relationships created by enterprise social networks are the source for value creation (p. 4). Why I once struggled to expand effectively is all related to the type of traits carried by the random individuals I'd present offers to. Compare it to companies holding interviews to hire employees based on their resume. It's a piece of paper you can't be too sure of unless you make phone calls to the entity they've worked with. Furthermore there are character traits the employer has yet to identify which has the potential to either hinder or advance the enterprise. It's a high risk considering today's business climate; however we have technology that allows us to connect with people on a common ground at the snap of a finger! So I'm guessing you're thinking I joined some business group online since I major in business. Creating a film, and branding the imprint takes time in contrast to dollars. If I had three million set aside for advertising what I'm about to say may have no social relevance. Where would you go to find a common ground for creating value to produce a film? I went to a zodiac group on Facebook for Pisces and I've been on a social high ever since. I am among a plethora of like minded people for the most part who are highly "creative" plus they are Pisces so the ego clash is little to none! I've pumped out more graphic designs than I can count and now have a myriad of prospects to play roles in the film. Also there are already confirmations of films to come after that. We even take time to nurture each other with pressing issues. What will you do next time you're in your network circle and your coworkers or leader expects you to participate in a journey you are designed to embark on? I told you what worked for me so give it a shot! Who knows, you may find exactly what you've been lacking. If all of us took time to understand the zodiac perhaps we'd understand why we clash and blend well with other signs better which will in return help when interacting outside of our peer groups. 

Reference

Savitz, E. (2012). 10 Guidelines For Choosing An Enterprise Social Network. Forbes.Com, 2.

Popularity is Not Confirmed When Unharnessed

Thank You For Your Business!

Last week I sent an email blast containing our blog's first post to about 3 hundred people. The click through rate was 17.33% just shy of the best case average of a 20% CTR; nonetheless, the results fall on me because I designed the headline and acquired the list. When reflecting I analyzed the situation and asked myself what could I have done to get the percentage higher? Knowing that those 3 hundred people I delivered the blast to were a mixture of childhood friends, and family members amplified the impact of the result. Wouldn't you scratch your head and wonder why people you share your everyday life with didn't notice you enough to interact? This experiment was done in an attempt to obtain a significant result when marketing privately instead of publicly. Again this wasn't a terrible response compared to the ideal average. My main concern was the 0% conversion rate after obtaining the views we did get. Does that mean that everyone who did view the blog does not want to see subsequent content of ours? And not sign up to be privvyed to content that is more openly expressed? Well yes, that's exactly what it means and I would be delusional to think sending another blast to the same consumers would make a difference. Popularity is not the same as productivity, and push & pull marketing have everything to do with it. Why ddidn't I pull my targeted audience instead of pushing us onto a random one? It's because I disregarded the difference between marketing and popularity.  

59 Likes: Butt is not bad!

Thank You For Your Business!

Do you think about what people are going to think when you are in selfie mode or ask your friend to take a picture? When you got it you got it, so we won't tell a model to stop posing how they naturally pose unless they need the training. But for a marketer it is different. There is definitely something psychological about how a viewer responds to a model's imagery. When knowing exactly how viewers process the information they are viewing about products through trial experiences, marketers are able to refine their strategy by adjusting according to cognitive affectiveness (Jooyoung, and Morris, 2007). If you saw our last podcast episode at The Buns Cell you are aware of the increasing sensitivity to content that is found offensive. In context, at PIE we began filtering our content to test on different social network sites. I even ask women of the world politely "Do I Want 2 C Your Buns?" in order to hint that marketers may not be aware of the impact their content has on viewers. Reality is most are not aligning with the times and acknowledging the hive mind of perception online. Indeed the hive is segmented, but a basic life rule such as "it's not what you do it's how you do it" should be applied in your method. We got 59 likes within 2 hours and the alerts were still buzzing. Let me remind you we only had 53 Instagram followers at the time. Now to make my point: there is not 1 comment where someone took offense to the marketing of our product & service. The courtesy of asking a question generated interaction full of ok, and blowing kiss emoji's; consequently a marketer will deem those responses as a yes; they do want to see the buns!

Cheers!

Reference

Jooyoung, K., & Morris, J. D. (2007). THE POWER OF AFFECTIVE RESPONSE AND COGNITIVE STRUCTURE IN PRODUCT-TRIAL ATTITUDE FORMATION. Journal Of Advertising, 36(1), 95-106.