Tag: marketing


Launching Your Single on Twitter

Last week I got an email from an old friend of mine whom I worked with when she was a brand manager for the healthy energy drink, Celsuis. She recently found herself on a different path forming a band and making music. She is just about to launch their first single and sent me a quick email for some marketing 101 online using social media. My response is a quick, off the top of my head, no structure, help-a-friend-out email, although the essence is there. So, I decided why not publish it. After all, it might be helpful to another friend working on launching a product that may not have online experience.

Mercedes: Jenna!!  Question.. our single (Leaves) is about to release.  Do you have **any** tips on the Twitter thing?  I already know to release it on a Monday, because there’s a #musicmonday hashtag, but if there’s anything else, please advise.  Last time we talked about Twitter, you told me we need to have music (haha duh!).  Anyway… our Twitter, MySpace, Soundcloud, Reverbnation, FB, Musicpage, etc. is all about to launch.


Hey Girl,

Twitter is just a broadcast and engagement tool. There is no secret sauce. The secret sauce is rather in the landing page. If people are to click your tweets, where will they land? What can they do when they get there? Moving back a few steps: Where do people listen to your music? Do you have a website? Facebook, Twitter, MySpace are just ways to share you content, make sure you have a place to host your product and engage the audience that you are trying to drive through Twitter first. You want people that come from Twitter to actually click your page and listen to your song, not bounce.

Next step, if you know you are launching (for this personal project), email all your friends and give them an exact tweet to send out. I say exact, as you want to give as little friction as possible to helping you out.

Okay, now once they have listened, how do you keep them around? Can they “like” your page or subscribe to your email. Create a call-to-action. What is someone who likes your song going to do next? How do you keep them as a fan to engage later when more songs launch?

On a whole, there is really no one thing you can do, so it is tough to just give a “Twitter plan”. It is all an online marketing mix really.

1. Great website with calls-to-action
2. Broadcast to audience
3. Broadcast as many places as possible in communities (try to go viral in communities, get friends who know each other to share)
4. Build brand equity though community (guerrilla marketing) and press

Rinse and repeat.

Also, before all of this… outline your goals. What do you want from this? Do you expect to make money? Knowing your goals is always step one.

Hope this helps!


From experience, I cannot repeat this enough: Landing page, landing page, landing page. A bad landing page with trump any brilliant campaign from being successful.


Segmenting Ikea

The other day I was leading a meetup centered around lean approaches to marketing (mainly centered around technology).* We were discussing finding customers in the beginning stages of a new product. In marketing, we do this through segmentation, meaning finding a group with similar characteristics that can be placed in a smaller group based on these similarities (then creating positioning and messaging based on them). How these similarities are measured and what they are creates your segment. When starting with a large group of people, in order to understand them, you must segment them. Or at least, that is what my data analyst friend believes and lives his everyday life by. When the meetup group got on the subject of segmenting and understanding it from a real world perspective, I couldn’t help but tell his story.

Let’s call my data analyst friend Rob. Rob is a 31 year old data analyst who focuses on consumer behavior. He literally spends his days segmenting customers based on large amounts of data. So, when he is doing other activities, he naturally tends to do the same. I luckily get to hear how his mind works on a day-to-day basis by catching up for coffee every Sunday. This is how his real world data segmentation played out last Sunday (and turned into the best example of market segmentation for my meetup group, increasing my popularity):

“Since I moved into a new apartment, I had to go to Ikea yesterday. As I was walking through the isles, I started to observe the types of people that were in Ikea with me. Naturally there were many different types of people. Although, in order for me to get a better understanding of who was in my company this fine Saturday, I decided to segment them.

There are 4 types of people in Ikea:

1. Young couples- holding hands, happily shopping, engaging with each other
2. Older couples- Reading from a list, one partner is often off gathering as the other mans the cart
3. Self-conscious singles- single people feeling awkward about being at Ikea alone and longingly staring at the couple
4. Confident singles- Single people who feel comfortable shopping at Ikea alone, looking to get what they need and bounce”

From his hilarious observations, I couldn’t help but think of it with my marketing cap on. With each segment comes a differing marketing message that could get more specific. Now, Ikea is a very large company that has differentiated in many ways (pricing, design, etc), so it is hard to think back to when they had to decide on one segment to capture (before taking over the market). For those of you who have read the Ikea book, you will likely know what they chose to segment, but since I haven’t lets take each of the segments above and look at how to segment.

1. Young couples

-often young professionals
-value their friends
-go to bars and clubs
-play team sports
-starting out, mid-level median income
-interests include sports and music
-likely digitally savvy

How do you get to this segment?

Campaign could be: Mobile app for design inspirations from your life with friends.

Messaging could be: “Set up a beautiful foundation together.”

Now, let’s look at our singles:

1. Self-conscious singles

Messaging: We all get our furniture somewhere, make yours Ikea.

2. Confident singles

Messaging: Be you in your home. Help us be you.

Now, all of these are made up off the top of my head, with really not much thought to Ikea’s positioning, but they exemplify the importance of segmentation. When you first develop a product and someone asks you, who is your target market, do not say everyone. Because, if there is anything Rob can show us, it is that you can not understand your customer (or potential customer) without segmenting— even if you happen to do it at Ikea.

*The term lean comes from manufacturing and was recently repurposed for software development. The principle of lean is about eliminating space, moving quickly, and iterating by learning as quickly as possible.


Social Media Evolution Beyond Broadcasting

Taken from my work on the BNOTIONS blog, where I currently work as Director of Marketing.

“In this day and age, I can’t imagine a company not using Facebook for marketing,” says a Facebook software engineer as we wait for our flight in the Dominican Republic airport. From one bias to another, a Facebook software engineer to a Facebook Preferred Marketing developer, the statement is surprisingly not so outlandish among the world’s marketers. It seems we live in a world of marketing where digital and social are the most accessible, yet powerful tools for every sized business. Even in Dominican Republic, a developing country, social media is used among businesses to market and offer promotions (the topic that initiated our conversation). With more marketing presence emerging through digital means, how do you navigate through the grey matter and join the chatter?

Just because social marketing is accessible does not mean it is one dimensional. Yes, you are in high competition for a mass audience surrounded by lots of noise, but broadcasting is not your only tool. Here is how we suggest navigating Facebook as a business for marketing:

1. Market Research

How else would you get to know your customer? For companies with no budget for formal market research, Facebook can be a great tool for getting to know your  prospective customers for the initial creation of a target market. Who is following the brand? What are there interests? Do they rationally relate to the product service or offering? If not, you may be starting off with the wrong messaging. If they do, get to know them better and find out specific needs through direct conversation.

For BNOTIONS, Facebook gives us a good idea of our community. We can see who are interacting with the brand and how they relate to our client list. Are we interacting with our target segment? In Geoffrey Moore’s Crossing the Chasm (the technology marketing bible), he walks us through the marketing cycle from early adopter, to visionary, to mainstream markets, to the last majority in the high tech world. It is important to keep a pulse on which segment you have the eyes and ears of as this will clearly direct your marketing efforts. Facebook can give you a nice peek at individuals in your market to see which segment you are currently interacting with. For us, we interact on Facebook with the early adopters who often lead us to visionaries (or the decision makers in large companies for technology adoption). Although, most visionaries have a right-hand man…which most often happens to be an early adopter. Word-of-mouth has to start somewhere and it is better if it is reinforced, so you want to make sure you have the attention of the early adopters before you start planning for the visionaries. Facebook is a great place to confirm this segment for strategic marketing.

2. Feedback and Iteration

Once you have developed a core target market and established your segment that will define your influencers and decision makers, you want to make sure you are listening. Facebook is a free beta testing tool! No need for focus groups, ask your Facebook network. Ask questions and opinions about your industry. Follow up on comments and messages. Facebook is a crowdsourcing tool with a mass network. People are very open to expressing opinions and ideas on Facebook, so do not be afraid to tap into that.

3. CRM

Personally, I think of Facebook as my personal roladex. All my friends in one place and easy to get a hold of. As a business, there are multiple ways you can turn Facebook into a CRM of influencers and prospects.

At BNOTIONS, we build a lot of Facebook apps that help develop specific ‘lists’ for clients. For example, if you are doing a specific promotion for a coupon through a Facebook app, the list of people who interacted for the coupon have shown obvious ‘intent’ or interest. Back to our market research, it gives you an idea if your market is accurate to your prediction, but more importantly, a very clear view of potential customers; who they are and what they like. By creating an app, you can segment your Facebook audience down through specific actions such as downloading coupons, reviewing products, or interacting in other specific ways. We recently did a campaign through Ogilvy and Mather for Scrubbing Bubbles through a Facebook app where users could download a coupon to try the product, review and share with friends. After the campaign, we were able to look at the users of the app and notice qualities, demographics, and other market information.

Reposted from my work on the BNOTIONS blog, where I currently work as Director of Marketing.

4. The Hype Machine

This is the obvious one. Facebook is an amazing broadcast tool. But make sure not to get stuck on the obvious, as we have come to expect more than information from brands; but rather a relationship.

Also, don’t discount Facebook as an amazing traffic referral tool. If you are interacting correctly, you will likely find Facebook in your top 5 sources for referral traffic (the first step in the lead conversation cycle!). Facebook is a great tool for driving traffic to your website that has already interacted with a ‘touch point’ (meaning will likely know your brand before hitting your landing page). We can’t guarantee this will improve your bounce rate, although in many cases this first interaction can certainly guarantee more targeted traffic (along with SEO and SEM).

Here at BNOTIONS, we’ve been fortunate enough to have worked on many Facebook applications on both mobile and desktop over the years. We value our social knowledge and take pride in helping brands connect with their core audience by developing apps that not only promote engagement but clearly define what make them special. We’ve worked on some amazing Facebook projects such as Scotiabank’s “the Richness Project” and Samsung Canada’s “Pursue your Passions“.

Jenna Hannon | Director of Marketing | @JennaHannon

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