At the first BMC of 2019, the East Midlands contingent gathered at Accelerate Places in Nottingham for an evening of good food, booze and lively discussion. The evening’s exchange was kicked off by OpenWrks head of marketing and event organiser David Coghlan, who opened with the question ‘are we experiencing purpose overload in marketing?’.

Dave’s enthusiastic intro referenced Bloom’s Brand Ladder and explored the notion of ‘What is the meaning of the brand in our life?’. Giving examples of the Pepsi’s brand disaster and Gillette’s recent attempt to join the #MeToo movement, heavily slated by Mark Ritson, Dave pointed out that both brands have tried to move up the brand ladder but  used a purpose at odds with their product and positioning and as a result lost customers.

Positive purpose

To keep things on a positive note, the one brand who seems to get hearts and minds right every time was praised. Nike. With the recent Colin Kaepernick campaign they nailed it by making a narrative that resonates with the core principles of their brand. It also spoke specifically to Nike’s target audience, so even while there was some outrage online with people burning Nike shoes, that was an acceptable risk with non-core customers and actually strengthened the relationship with their core audience, thus making complete commercial sense.
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Mark Saxby talks ‘humanising social media’ at East Midlands BMC

So, how can B2B marketers translate purpose and make it relevant in our marketing?

In a series of insightful presentations, brand and language strategist Ben Afia gave an educational and entertaining overview of how language reveals your truth, can unlock doors and make brands more human.  Mary Harmon  lead designer from OpenWrks shared design insights from start-up land and top tips for being human in design. To close the show, Mark Saxby, founder of Status Social rounded off with a warning about robotic social media and the pitfalls of posting for the sake of it.

Couldn’t make it to the event? Read the full write up to learn more about how not to communicate and adopting the language of the tribe.

Fancy coming along to the next BMC event? To join in the discussion about ‘Is B2B marketing boring?’ Sign up here.

The post The Rise of the Humans – Are we experiencing purpose overload? appeared first on Big Old House.

Delighted.

The irony that a word with such happy and positive connotations can create such negativity has not been lost, but if you look more closely, seriously, are you really delighted?

Let’s break it down:

No issue there.

Then let’s look at some of its synonyms:

very pleased, glad, happy, joyful, thrilled, overjoyed, ecstatic, euphoric, elated, blissful, enraptured, on cloud nine, walking on air, in seventh heaven, in transport of delight, jumping for joy, beside oneself with happiness, excited

Most (over) used in appointment releases, CEO statements, good news announcements – delighted crops up all over the business pages and on company websites, every single day.  But, imagine if you replaced ‘delighted’ with its alternatives in the following statements:

Company X CEO said: “I am in seventh heaven [delighted] about our new manager of widgets.”

MD of Local business Y, replied: “I am on cloud nine [delighted] about our new shed facility.”

Independent baker, of Bake Biscuits said: “I am beside myself with happiness [delighted] about our new range of cup cakes.”

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Instead, why not use your good news story or announcement to add a bit of personality and include a few key messages? Tell us how you really feel, show people what you really think.

It is ordinary people doing extraordinary things who run businesses. Real people with real emotions and genuine stories to tell. Readers can (and should) be able to relate to you.

Why not tell people it’s been a really tough slog over the last few years so it’s great that we’re in a position to be hiring again?  Share that you’ve had a fantastic period of growth, which exceeded your expectations. Empathise that the team can’t wait for another pair of hands to join them to share the workload, because they’ve all been running round like headless chickens for six months and are knackered!

‘Delighted’ in business to business communications is an overused phrase, which is lazy and repetitive (IMHO). If ‘delighted’ is truly the case, the world works in some very happy offices and every business decision is sending people into a euphoric state.

Big Old House has recently celebrated its first anniversary and while proper chuffed, happy and thrilled all spring to mind, so does relieved, grateful, lucky and phew!

Let’s be honest, it’s not quite that giddy in the real world and we could expand our vocabulary to give our content some real insight and make ‘delighted’ a state of mind we aspire to.

If you have a story to tell and need a hand doing it, we’d be as excited as a two year old at a birthday party about it if you dropped us a line.

The post Are you really delighted? appeared first on Big Old House.

There is an ever growing list of social media shortcuts to abbreviate interactions. These save time and help to fit in as many points as possible into posts, to encourage conversations. However, keeping track can be a challenge.

Sprout Social has kindly curated the 75 Most Important Social Media Acronyms used in marketing today. Not only do they apply cross Twitter, Facebook, Instagram, Google Plus and LinkedIn, they relate across all Business to Business and Business to Consumer activity and every business marketeer is likely to encounter at least some of these abbreviations in day to day life.

From encouraging conversations on Twitter through to general day to day business terms, as well as the technical stuff, marketers and businesses need to know the latest terminology to engage with their audiences and the agencies they work with.

 
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Do you know which campaigns are most successful at creating UGC or what tactics are having the best impact on your CR? What are the TOS of your ESP? Is your POTD generating worthwhile PVs?

AFAIK if you don’t keep up with the latest lingo you are seriously living in FOMO.

ICYMI or you’re SYH and thinking WTF? NVM…Get in touch for a conversation in full sentences about getting a handle on your next marketing project.

[Image credit Indigo Digital]

The post Do you know your social media shorthand? appeared first on Big Old House.

The helpful chaps at Hootsuite have pulled together a really handy guide to working out which social media sites are best for you, depending on your target audience…

https://blog.hootsuite.com/top-social-media-sites-matter-to-marketers/?utm_source=linkedin&utm_medium=owned_social&utm_campaign=social_hootsuite

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With facts and stats for You Tube, Facebook, Twitter, Pinterest, LinkedIn and Snapchat it gives a succinct overview of each social site or platform and some really good examples of who is doing it well. There’s also some great social media insight and infographics from Growing Social Media.

It’s not always possible to be all things to all people with so many channels to choose from.  Successful social strategy is about picking a few targeted channels and doing them well, with tailored content and targeted messaging.

Get in touch to chat through your social strategy or if you need a hand crafting compelling content to keep audiences engaged.

The post Which social media platform is best for you? appeared first on Big Old House.