Co-Founder Of Manteresting, Pinterest For Men, On What It Means To Be A Clone [TCTV]

9 03 2012

We’ve found Pinterest clones galore since the social pinboard site first launched, but it would seem that the fad is going in a new direction. Recently I stumbled upon, a Pinterest for men, and couldn’t help but seek out the founders for a quick little interview.

In it, co-founder Brandon and I discuss what it means to be a clone, how Manteresting plans on differentiating itself, and whether or not the user experience is heightened by drawling a line between the two genders. (Unfortunately, co-founder Jesse Michelsen wasn’t able to speak with us.)

If you’ll remember, comScore recently revealed that 80 percent of Pinterest activity is by women, though you really don’t need comScore’s input to know that’s the case. A quick visit to should help clear it up: ladies love Pinterest.

But honestly, even as a girl I don’t really enjoy Pinterest as much as I know I could if I was following more male friends who actively interact with the site. At the same time, I can’t see myself getting the best possible experience out of either.

A nice combo would be best, and that’s what Pinterest is going for. But it might get a bit more difficult with Manteresting, and other sites like it, trying to snatch up the male demographic.

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How To Market To Consumers With Social-Media ADD

8 03 2012

The most universal factor in marketing today is that consumers are busier than ever and their attention more taxed.

As a result of all this, core consumer buying behavior has been irreversibly altered in four ways:

1. The path to purchase is becoming distributed and social–not a clean funnel. Today’s consumer journey does not have an epicenter–not the website, not the advertising, not the social channel. Marketers must be present and relevant (with engaging content) in more places at more moments, and recognize that consumers increasingly want to engage (and buy) at the moment of emotional connection, regardless of the environment.

2. In today’s distributed consumer journey, paid, owned, earned, and bartered media all intersect. The consumer chooses where and how they engage by consuming and sharing media, and successful media must increasingly be filtered through the lens of word-of-mouth (sadly, it is not). So, we must fix the marketing organization by eliminating silos between marketing disciplines, and collapsing the planning process to combine creative/production and distribution/media from inception. Marketing can no longer stomach dead ends. Why would a television ad not drive to an online experience? Why does a print article not continue the story online? I have never heard a satisfactory explanation.

3. Throughout the journey, brand is diluted by several influences. A friend’s ‘brand’ means more than the company’s brand in today’s social contracts. Brand also becomes less relevant in algorithmically driven search and social environments, with time in social environments accounting for upwards of 20% of users’ online time. Google and Facebook command undue sway over consumer access to brands. Companies must integrate input from customers into product development, marketing, and packaging.

4. Customers are the best marketers. The Law of Social Sharing, Y = C *2^X [X is time, Y is what you share and C is a constant] is essentially true right now, although we really do not yet understand its sustainability. Facebook CEO Mark Zuckerberg believes that the amount of content we share will double every year. As Chris Dixon points out, sharing 1,048,576 (2^20) times the information in twenty years from now seems incredulous, but not impossible in a frictionless information future. Marketers must genuinely engage their customers now, because friends and technology increasingly share ownership of their brand.

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6-step guide to improve your PR, reputation with Yelp

7 03 2012

1. Designate an online reputation go-to person who will take ownership of your implementation plan. This person will organize grassroots participation from your staff, and monitor and respond to the community.

2. Create signage. Create awareness amongst your customers and staff. Display “Love us on Yelp!” signs throughout your store, in entryways, sales offices, customer waiting areas, customer service counters, and the cashier area. Give customers a card that reminds them you’re on Yelp. You can also put memos on paychecks, repair orders, and invoices to create awareness, too.

3. Reach out to your raving fans. Every company has fans. Look at the customers who have been with you a long time. These customers go out of their way to do business with you. Ask them to share an honest review—don’t push for positive—where they can share their opinions.

4. Hold a monthly contest with the staff. Nothing motivates like a cash prize. For example, say your store gets 20 reviews by the end of the month. Enter your employees into a drawing to win a cash prize. Open the drawing to all employees so you can motivate everyone to achieve the same goal.

5. Recognize staff members who get five-star reviews. A gift or nice mention during weekly sales or service meetings goes a long way. When the other employees see you reward someone, they’ll want to be next.

6. Use email marketing. Do a “love drip” campaign with a catchy subject line and a nice call to action. Provide a link to your Yelp profile so your customer has to do minimal work.

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When It Comes to Criticism, Disney’s All Ears

6 03 2012

By Sahil Patel, PR News

The Walt Disney Company shuttered its Habit Heroes interactive exhibit at Epcot after an advocacy group claimed that it shamed obese children. Although Disney was swift in its reaction to the groundswell of criticism, in hindsight, a more effective measure might have been to communicate with advocacy groups while the exhibit was still in development.

Disney created the exhibit in collaboration with health insurer Blue Cross Blue Shield. Animated characters lead visitors in a fight against villains who represent bad habits such as eating junk food and watching too much television, according to the Orlando Sentinel. It was soft launched in February 2011 in order “to collect guest feedback and test and adjust the attraction prior to its opening,” said Blue Cross spokesperson John W. Herbkersman in a statement.

Adjustments are exactly what the attraction will need following negative responses from the National Association to Advance Fat Acceptance (NAAFA), which decried the exhibit’s use of large-bodied characters as the only ones who participated in unhealthy activities. “It appears that Disney now believes the tool of shame, favored so much by today’s healthcare organizations, is the best way to communicate with children,” said NAAFA in a statement.

In reaction, Disney and Blue Cross have shut down the exhibit and its Web site and pushed back the official March 5 opening. “That’s why we have a soft opening. So we can open it up to others and listen. We’ve heard the feedback,” said Disney spokeswoman Kathleen Prihoda to the Sentinel.

To their credit, Disney and Blue Cross have the right idea in being open to feedback. The sensitive nature of this kind of social issue, though, demands outreach before a so-called soft launch which, in the age of social media, might as well be a parade down Manhattan’s Fifth Avenue.

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Twitter sells two years of your tweet history inclusive GPS data to marketing companies

5 03 2012

Datasift has bought access to two years’ worth of Tweets. Your tweet history, including sensitive data like GPS information, will be sold on to advertisers.

Daily Mail :: Twitter opened up its archive of Tweets for sale to online marketing companies sparking a new storm over privacy of users of social media. After doing a deal with Twitter, Datasift has become the first company to offer its business partners the chance to rifle through 24 months of people’s Tweets from the site. More than 1,000 companies have joined a waiting list to use the marketing goldmine, compiled from around 250 million Tweets a day.

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Corporate Humanism is the #1 Business Trend that Matters in 2012

2 03 2012

… at least according to the always super smart Rohit Bhargava. This slide speaks for itself; and it’s what we’re digging deep into in Humanize. The book breaks down how human organizations work at all levels, and explains how exactly you can start helping your organization become more human.

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Pinterest as Free Market Research

1 03 2012

My first reaction was panic. You know how it goes. First I heard about Pinterest. Then I heard that it grew 429% from September to December 2011. And I thought, Oh, my god, the future is preparing to leave without me…again.

So I raced to have a look. Pinterest was lots of images. Contained in several boxes. Lots of images, several boxes. OK, so this is … what?

This is a critical moment. Do we stay and dig in? Or cut and run? The temptation is to cut and run because, well, what if we waste 20 minutes figuring out that this is nothing? What if we unwrap this package and there’s nothing inside?

My theory, these days, is that the only real way to assess something in the digital world is to use it. And this means spending enough time dorking around to get the hang of it.

I use “dorking around” deliberately because you know how this goes too.

We don’t really grasp what we are looking at, so we are obliged to proceed fitfully and awkwardly, trying this, trying that. And of course, there’s always the small fear that we are about to do something stupid, as in the early days of email, when your colleague actually managed to message “Philips is a complete tool” to everyone in the company.

So it’s a double bind. Refuse to use the technology and we end up behind the curve. Use the technology and we risk wasting our time or, worse, embarrassing ourselves.

I pressed on, because, as I say, you can’t know unless you do. Pinterest makes things easy. It supplies categories like “Stuff,” “Home,” “Travel,” “My Style.” The idea is to fill these categories with images. We find something online we like, clip the URL, and enter it under “pin” and, hey presto, the images appear in the general stream and our own Pinterest page. We have “pinned” an image to a “board.” (There’s no theft of intellectual or creative property. Pinterest preserves the link and gives an acknowledgement.)

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