Personalized Grassroots Fans Versus Old-Fashioned Celebrity Endorsers

Personalized Grassroots Fans Versus Old-Fashioned Celebrity Endorsers

(Originally posted in Social Media Today) It’s 11 p.m., and you’re in your local big-box store. You’ve got a package of white sports socks in each hand, and you’re trying to figure out which one to buy. One brand has your childhood sports hero smiling on the package, and the other comes highly recommended by your best friend. Which do you choose? Oddly enough, the same question torments marketing professionals as they try to figure out which approach will resonate with their target market: the highly personalized grassroots campaign or the good old-fashioned celebrity endorsement. And the answer isn’t...
Use Social Influence to Boost Brand Beliefs

Use Social Influence to Boost Brand Beliefs

(Originally posted in The Business Journals) Did you know that chocolate milk is a better post-workout drink than a protein drink? A brand belief like this doesn’t exist in direct-to-consumer advertising — have you ever seen a commercial featuring an athlete furiously chugging chocolate milk? Yet it still exists (See Weber Shandwick’s influencer campaign for “Got Chocolate Milk?”). So where does it come from? The answer is social influence. In an increasingly advertising-saturated environment, brands are shifting from direct advertising to social influence-based tactics to reach their target audiences. This practice isn’t new. It’s been around since the 1960s, when Daniel Edelman had a simple...
iPhone versus Windows Phone – How Are Their Influencers Different?

iPhone versus Windows Phone – How Are Their Influencers Different?

You probably know by now that Mattr is big on personality (not ours; your brand’s). Our latest platform extension features influencer marketing and you can filter for values. This solves the problem of you digging through millions of profiles to look for the 1000 people who are both conservative and early tech adopters – think of launching a new mobile app for Hobby Lobby. In any event, here’s the quick analysis for people influential about the iPhone and those who impact the conversation around the Windows Phone(s).     How We Did It We looked at micro and mid-level...
How Apple Bends You To Their Will

How Apple Bends You To Their Will

Few iPhone users would identify “hedonism” (or the pursuit of pleasure) as a core value in their lives, but when you look at the sentiments behind Apple’s marketing strategy for the past 30 years, you might not be so quick to disagree. This extremely human core value is a key factor in Apple’s success today, despite the fact that the company based its marketing on entirely different values when it first began. The unmitigated success of Apple’s products and its ability to shift values over the years are clear indicators of what we already know to be true: Apple...