Disqus - Latest Comments for jasonbaer

Re: What Do Marketing Influencers Bookshelves Reveal?

jaybaer — Wed, 09 Sep 2020 13:58:16 -0000

Thanks for the kind words about Talk Triggers. The mysterious Poop book is "From Poop to Gold" about the Harmon Bros' viral FB ads. It's terrific. https://www.amazon.com/Poop...

Re: Book Review: Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth (Jay Baer and Daniel Lemin)

jaybaer — Thu, 03 Sep 2020 15:20:13 -0000

Thanks so very much for the kind words. So happy that you liked the book. Tons of free resources at TalkTriggers.com. Just one note, there are several non-US examples in the book, and we were very specific and intentional about including them.

Re: Why influencer marketing will persist no matter what comes next

jaybaer — Mon, 23 Sep 2019 09:03:20 -0000

More so than the mechanics and economics, influencer marketing will persist because it is the only "marketing" that is trusted by the message recipients. Now, it's less about the message, and more about the messenger, and I don't see that shifting back until or unless companies become fundamentally more trusted than they are today. Certainly in specific cases it's true - and you point out some of them in Marketing Rebellion. But as a collective, I don't see us embracing the DNA and motives of companies en mass anytime soon. Also, as a side note, one of the reasons agencies prefer 100 influencers to 1 celebrity is that agencies can bill for program management on the former, but not on the latter.

Re: Twitter is not reality: The fatal flaw of influencer lists

jaybaer — Thu, 29 Aug 2019 09:40:43 -0000

Even beyond the demographics, Twitter is currently the SEVENTH most popular social network in the United States. Which is akin to making decisions about the entire auto industry based on the musings of Kia owners.

Re: What’s the difference between influencer marketing and word of mouth marketing?

jaybaer — Mon, 12 Nov 2018 14:37:18 -0000

The Experience Advisor is also a personality type. I'm uncertain how that could be made more clear, but apologies if it was confusing in any way.

I believe it's entirely plausible that propensity to share has doubled in 20 years because social media usage changes propensity to share, as the barrier to sharing is almost nothing. Our research included Gen Z, Millennialls, Gen X and Boomers, and we found that younger generations are disproportionately likely to recommend.

And while Ed's more recent work from 2017 suggests that the volume of social and offline WOM are almost exactly the same, our research in our companion Chatter Matters report finds that your suspicion about offline being more impactful is exactly correct. Around 40% more persuasive, in most cases. ChatterMatters.info if you'd like to look at the data.

Our conclusion is that there is more WOM than ever. But that offline is more persuasive, yes.

Re: What’s the difference between influencer marketing and word of mouth marketing?

jaybaer — Mon, 12 Nov 2018 09:35:28 -0000

Nice analysis. Indeed, the three biggest differences between influencer marketing and WOMM are incentives, size of potential pool of story spreaders, and time horizon.

As you suspect, the 10% super sharers figure is indeed larger. In my new book with Daniel Lemin - where we interview Ed Keller, and Ted Wright wrote the foreword - we conducted proprietary research on this exact point.

We found that approximately 22% of customers have a proclivity to share in general. We call them "Experience Advisors." A further 25% of customers are Uniqueness Seekers, and are prone to discuss IF their experience is different or novel.

In our estimation, the growth between 10% and 22% is driven primarily by increases in social media usage, where opining on products, services, and blog posts is de rigueur. In fact, Ed Keller's most recent research at Engagement Labs shows that 50% of all word of mouth is now online.

Here's a graphic from the book that shows the four customer types re: their propensity to talk, and for what reasons:

https://uploads.disquscdn.c...

Re: Why did Nike do what they did?

jaybaer — Wed, 05 Sep 2018 17:17:02 -0000

In a hyper-polarized society, more and more brands will have to "pick a side" because if you try to bowl it down the middle, you don't resonate with either side. And irrelevance is worse than controversy. There was a great kerfuffle about Chic-Fil-A and Michael's too. Don't think it hurt them one bit (anecdotally). For the record, I bought Nike stock for the first time, the second the ad dropped. Not because I support the message (although I do) but because I believe wholeheartedly in the thesis of your post, and the forthcoming book. Bravo.

Re: When the All-Stars Join the Team: Jay Baer and Convince & Convert to Co-Produce Conex: The Content Experience

jaybaer — Thu, 01 Feb 2018 19:00:16 -0000

First event I've ever produced. What could go wrong! ;) Totally fired up to work on Conex. It's going to be amaze-balls!

Re: Notes, quotes from Archie Miller’s appearance on the Big Ten coaches teleconference

jaybaer — Mon, 11 Dec 2017 16:02:50 -0000

Agreed. Would really hate to see him leave, but Archie’s more controlled system of guard play may never be a comfy fit for Green’s more freestyle approach.

Re: At the Buzzer: Seton Hall 84, Indiana 68

jaybaer — Wed, 15 Nov 2017 21:47:07 -0000

Fascinating stat above. DG played 31 minutes, and Hoosiers were +5 when he was out there. Meaning, the team was outscored by 21 points in the NINE minutes Green sat.

By way of comparison, JN was -21 in 20 minutes of action.

Re: A Content Marketing Love Letter

jaybaer — Mon, 30 Oct 2017 17:24:09 -0000

So fired up for you, and thrilled to have been able to witness this.

Re: Can you afford to do inbound marketing?

jaybaer — Mon, 25 Sep 2017 09:31:48 -0000

Good analysis. Other issue not discussed here is that there are A LOT more competitors for Hubspot than there were a few years ago. You can't swing a cat without hitting some sort of content-fueled CRM platform, so even if their inbound program worked as well as it always has, their conversion rate would still drop.

Re: What’s the Twouble with Twitter Marketing?

jaybaer — Mon, 18 Sep 2017 11:35:52 -0000

More of a customer service tool these days, in many cases.

Re: What’s the Twouble with Twitter Marketing?

jaybaer — Mon, 18 Sep 2017 11:35:33 -0000

Thanks for amplifying this, my friend. It is a puzzle, to be certain. And for guys like you and me, who essentially made our bones on Twitter, it's curious and a bit sad to ponder the current state of affairs. Another big issue for the little bird is that their ad revenue is just not growing.

Re: Open Thread: Predict Indiana’s record for the 2017-18 season

jaybaer — Fri, 25 Aug 2017 10:12:09 -0000

19-11

Re: Why great customer service doesn’t matter like it used to

jaybaer — Thu, 20 Jul 2017 16:27:14 -0000

It is not at all true that all companies provide great customer service, and stacks of research bear it out. I agree, however, that customer experience and true differentiation unlocks new business. Ironically, the subject of the book I am working on right now!

Re: Facebook Video for Marketers: Strategy for Future Success

jaybaer — Tue, 30 May 2017 15:34:48 -0000

Thanks. Yes, I use FB Live for short, because I don't (at present) want to do a lot of post-production and polish necessary for Youtube success. I'd rather have an idea, turn on the camera, and go. May change that over time though, and certainly a longer LIVE video is better because it gives people a chance to actually tune-in.

Re: 5 Steps to conduct a superior podcast interview

jaybaer — Thu, 25 May 2017 13:45:16 -0000

Very kind, my friend

Re: Does corporate storytelling work? Some mega-brands say no.

jaybaer — Mon, 15 May 2017 13:14:48 -0000

A lot of selection bias here, of course, but there's no question that big content programs are often temporal.

I would draw a different conclusion than "don't think like a publisher" however. I'd say Spike nailed it when he talked about the internal champion. To whit, a major reason why Coke killed Journey is that Jonathan Mildenhall - who invented it - left to go to AirBnB. And guess what AirBnB is doing re: corporate storytelling? Yep, a lot.

The reality is that all marketers think like marketers, which is why it takes a very strong internal champion to actually convince a big company to think like a publisher, even for a while. When that champion leaves, of course the default reaction is to go back to what they believe works, which is the same, product-focused "content" that is just a press release in sheep's clothing.

I'd argue that the inability of big companies to succeed with innovative content that transcends a single, internal champion is evidence that the "think like a publisher" mindset is still very much nascent, rather than evidence that it has run its course, or is flawed in some way.

Re: Facebook Video for Marketers: Strategy for Future Success

jaybaer — Sun, 14 May 2017 15:05:13 -0000

Thanks so much Kevin! I use this little clip-on light https://www.amazon.com/Auxi... and then I also have a LED light cube that I like a lot: https://www.lumecube.com/

Re: 5 Marketing United sessions people can't stop talking about

jaybaer — Tue, 02 May 2017 13:55:12 -0000

A great event, or the greatest event? you decide!

Re: Four-star guard Eric Hunter excited by change in IU’s recruiting approach

jaybaer — Mon, 24 Apr 2017 14:33:48 -0000

Give it a rest?

Now you're making assumptions. You know nothing about me, and if you perceive wanting kids to care about academics in major college athletics as "high and mighty" then we will agree to disagree. But there's no need to be disagreeable.

Re: Four-star guard Eric Hunter excited by change in IU’s recruiting approach

jaybaer — Mon, 24 Apr 2017 13:25:57 -0000

To be clear I didn't say he doesn't care. I said he seems to - at this point - believe that all schools recruiting him are equally strong academically. That is simply not true.

Re: Four-star guard Eric Hunter excited by change in IU’s recruiting approach

jaybaer — Mon, 24 Apr 2017 09:47:32 -0000

If wanting student athletes potentially representing a school I support to care more about academics during their recruitment qualifies as arrogance, then I will gladly accept that slur.

Re: Four-star guard Eric Hunter excited by change in IU’s recruiting approach

jaybaer — Mon, 24 Apr 2017 09:42:27 -0000

Obviously many factors at play here, but just for data purposes, here are US News' current rankings. Among "national universities":

ND - 15
Purdue - 60
IU - 86
Nebraska - 111

Among "Midwest regional universities":

Xavier - 4

I did not say, nor did i mean to imply, that any of these choices are bad. But they are not "the same."

I'd just prefer players to look more critically at the academics side, as much as the style of play side, etc.