BUDeBLOG

My Trip To The Masters: A Lesson Of Analog & Business

Pete Deutschman — Mon, 09 Apr 2012 22:42:09 +0000

by Pete Deutschman, Chief Buddy

Last week I had the privilege to partake in the unique and nearly religious experience that is Augusta National’s Masters Tournament, as a lucky attendee for one of golf’s finest moments. For this self-admitted “golfaholic”, walking through the club’s gates in Augusta meant one less item on my bucket list. Little did I know that both my perspective on the sport I love so much would forever be changed, along with my digital perspective.

Walking down the first fairway, I heard my first roar of the gallery indicating an epic putt. Chills ran up my spine and my adrenaline began to flow. I had watched this event on TV growing up and more intently in years past, but nothing could compare to the beauty that I was witnessing first hand at each turn of the course. With so many digitally connected, golfaholic friends across the country, a few profound tweets and several boastful check-ins at the acclaimed Amen Corner would normally be apropos for moments such as this. But, as rule one on the Prohibited Items board states, no “cell phones, beepers, electronic devices” are allowed inside the gates.

This was like the equivalent of being told to go without water. I’m CEO of a digital engagement agency. No electronic devices?

As someone who is never more than three feet from an Internet connected device, the separation proved to be as eye opening as the tournament itself. Besides not being able to mindlessly see others’ Facebook statuses or news feeds, I wasn’t able to check my work email — allowing for a completely analog day. (No talk of how big Pinterest has grown was quite refreshing I must admit.)

It forced me to appreciate my surroundings and talk to other golfaholics participating in the Georgia pilgrimage who, like me, were fighting off the shakes of living a day without being connected.

Analog vs. Digital
Ironic as it is, the Masters.com website and associated mobile applications are the most impressive sporting engagement initiatives I have seen: boasting five live streams, swappable picture-in-picture and an interactive leaderboard so slick it makes me wonder what we did without it. The Masters fully embraced analog inside their hallowed arena, and fully embraced digital outside.

Evolution Is A Fragile Word When Discussing Tradition
If you follow the history of the Masters, you know it is a tournament of heritage, history and prestige. Despite being overshadowed by the operational decision to not accept women members (IBM’s CEO is rightfully taking a stand and I most definitely support her), I take my hat off to the Members of Augusta responsible for the week of the event itself and for protecting the brand and golf history with precision and majestic artistry. From the iconic yellow logo to the Master’s green Jacket and every meticulous fairway in between, this event is proof that tradition doesn’t have to mean stale. Some have said that being at The Masters is like going back in time. In addition to not having a cell phone, The Masters encouraged the use of cash by offering 1970s prices on food and beverages with $1.50 sandwiches and $1.50 drinks. You won’t find Coke or Coors for sale, rather Masters has adopted its own brand of chips, beer and soda. The entrepreneur in me appreciates this and the temptation that must be presented on an annual basis to accept sponsorship and ad revenue in exchange for carrying the product. Their stance reinforces the prestige of the event by simply saying this event is a staple in sports not a commercial sell-out.

Risk vs. Reward
Despite the introduction of high-definition broadcasts and 3-D cameras, nothing, and I mean nothing, can replace seeing the course in person. One’s perspective on the holes and appreciation for the difficulty of each and every fairway, green and bunker is amplified once you finally walk the course. Like running a business, the most careful planning can’t account for the errant shot or poor decision. After seeing amateur Cantlay (UCLA Sophomore) practice on the back 9 it dawned on me that like business, golf is about risk vs. reward. The golfer has to make real time decisions based on the cards that are dealt and weigh, also in real time, risk vs. reward. Is it better to try and hit the shot that is 1 in 100 for a chance to tie the match or stick with a conservative shot that keeps me in the match but one can hit with my eyes closed. As entrepreneurs thrive on these risks and know that the decisions are what makes heroes heroes and everyone else…players.

Emotion Plays A Part
Ever hear the phrase “There is no room for emotion in business”? I have always thought that was ridiculous. Emotion drives business. Emotion is what fuels passion and the desire to succeed. Making emotional decisions may result in clouded choices so successful entrepreneurs (like golfers) need to learn to keep the emotion in-check. This year’s Masters winner Bubba Watson has gained notoriety for his recent efforts toward emotion management. His hard work paid off as this year’s final hole came to a successful finish. In his own words he “visualized the shot” and had the confidence to save a failed first shot with a brilliant hook out of the woods. You hear that fellow entrepreneurs? Have the confidence. Listen to your gut and visualize success. Then, when you execute, let your emotions show!

As the annual event comes to a close and the Green Jacket is placed on yet another champion, this entrepreneur is forever changed by the analog experience that is The Masters. And, I’m prepared to let my emotions show. Right, Bubba?

Why Every Brand Needs A Million-View Video

Bryan Boettger — Wed, 04 Apr 2012 18:39:09 +0000

Our most recent article for MediaPost’s Video Insider talks about Why Every Brand Needs A Million-View Video.

Let’s just say, it’s not why you’d think…

Connected14 Thought Leadership From Our Buddies At CES As You Get Ready For SXSW

Bryan Boettger — Tue, 06 Mar 2012 19:25:04 +0000

by Bryan Boettger, Chief Creative Officer

There seems to be two “must attend” tech conferences: CES and SXSW. So, as everyone gets ready to attend SXSW, we thought it the right time to release the first five videos in our Connected14 Thought Leadership Series filmed at CES.

The resulting videos on Connected14 — the connected experience of the 10-ft smart television, the 3-ft computer and the 1-ft mobile device — have been themed under five topics:

See all the videos in a handy playlist on YouTube. Hopefully this provides some fodder for some of our Buddies to talk about at SXSW!

Speaking of Buddies. A big shout out to all the Buddies who graciously agreed to be interviewed and took time out of their busy CES schedule. So “Thank you!” to:

Aayush Phumbhra, Co-Founder, Chegg
Alan Chan, Founder and CEO, Bread
Brad Ball, Former CMO McDonald’s/Former CMO NASCAR, Moroch
Catherine Spurway, Senior VP Strategy and Marketing, Pointroll
Chris Curtin, VP Digital Strategy, Global Marketing, Hewlett-Packard Company
Darren Herman, Chief Digital Media Officer, The Media Kitchen
Eli Marcus, Sr. Director of Products, CNET Content Solutions CBS Interactive
Eric Meyerson, Head of Video Advertiser Marketing, Google
Frederick Lee, Media Solution Manager/Architect, Panasonic Avionics Corporation
Galileo Destura, APAC Philips uWand Sals Manager, Philips uWand
Heather Anderson, VP of Marketing, The Retail Outsource Companies
Jason Lopatecki, Chief Strategy Officer, Tubemogul
Jason Mowery, Verizon Wireless
Jeffrey Hayzlett, Former CMO-Kodak, Bestselling Author, The Hayzlett Group
Jordan Fiksenbaum, Cirque du Soleil
Pete Deutschman, Founder & CEO, The Buddy Group
Seth Barron, Team Lead- Account Solutions, Google/YouTube
Shaheen Kazi, VP of Marketing, Omek Interactive
Tom Moroch, Founder, Moroch

We look forward to releasing more Connected14 videos in the (near) future!

Buddy Up!

Story Is Once Again King

Mike — Thu, 02 Feb 2012 01:14:22 +0000

On the internet, a one minute video is never exactly one minute. While traditional broadcast or web pre-roll video placements might occasionally force your hand into creating for a 5, 10, 15 or 30-second window, the vast majority of internet distribution channels allow for complete freedom from the constrictions of time. The anecdotal argument that online audiences will only tolerate short videos has now been proven false. Mediapost recently reported an Invodo study that found “37% of consumers spent more than three minutes watching product videos that are educational or demonstrate how to use a product.”

Whenever a client asks for a “one minute video” that’s intended for web distribution, I work with them to create a video with the appropriate informational content and it generally ends up running between 40 seconds and 1:30 in length. The takeaway here is “appropriate informational content”. Building the right message for an audience is a lot easier when you’re not watching the clock and it’s more effective to deliver a great video than one that just fits into an arbitrary time limit.

For content producers and brand managers alike, it’s important to always remember a little wisdom from Film School 101; story is king. The differentiator for good content will never be length, distribution outlet or even (in many cases) video quality. It’s not unheard of for a homemade video to amass millions of views. The key to success with an audience is to tell an engaging story that keeps their interest while it delivers your information. The rest is just adspeak.

How Twitter Connected the World in 2011

Che — Tue, 10 Jan 2012 22:31:26 +0000

Stop and think over the events of 2011. Can you believe it all happened within the span of one year?

“Protests in Egypt.” Image from Twisted Sifter

A homeless man named Ted Williams became an instant media darling from one viral video. Earthquakes left devastation in their wake, while political revolutions rumbled across seas and at home. From world news to pop culture; natural disasters to Rebecca Black, everyday users like you and me were there to capture each rise and fall on Twitter.

Where it once took over 3 years to reach a billion tweets, it now takes just one week. Striving to understand Twitter’s “contagion process,” MIT released a study in December 2011 which concluded that news media has played a crucial role in the site’s growth. According to MIT News,

“The study tracked development from 2006 to 2009, and also found that more traditional forms of social networking, like geographic closeness, were an important factor in Twitter’s initial diffusion.”

No offense MIT but, thanks to the retweet button, it seems users have definitely transcended geography to make this platform as infectious as it is. Check out this 4-minute video by motion graphics artist Jeremiah Warren and reflect upon how much the world changed in 2011 – and how social media both impacted and was impacted by it all.

A Winning Year, Thanks to You

Buddy Squirrel — Tue, 13 Dec 2011 17:57:50 +0000

As 2011 comes to a close, we can’t help but reflect on how impactful this year was. Small businesses flourished, and our lives were forever changed by Steve Jobs. We discovered the secret to viral videos and questioned Facebook’s umpteenth makeover along with you. Just as we gave thanks for a good year, we received some more great news…We won five MarCom Awards (picture courtesy of www.marcomawards.com)!

What are the MarCom Awards?

The international MarCom competition was established to recognize the creative work and generosity of marketing and communication professionals around the world. One of the most respected and well-known competitions in the creative industry, the MarCom statuette “graces the trophy cases of some of the top business and communication firms in the world” (MarCom Awards).

How it Works

The MarCom Awards event is organized and judged by the Association of Marketing and Communication Professionals, which includes thousands of creative pros. Judges include senior-level, seasoned specialists who look for companies and individuals that exceed a high standard of excellenceand set the bar with their works of talent. Winners were selected from over 6,000 entries in 200 categories. Awards include: Platinum, Gold, and Honorable Mention, with the Platinum Award reigning as top honor.

Our 2011 MarCom Awards

We are proud to announce that The Buddy Group has achieved five MarCom Awards, including:

Platinum Award: Freecreditscore.com SXSW 100 Posts in 100 Hours; Writing/Web Copy category

Platinum Award: Freecreditscore.com SXSW Coverage; E-Communication/Viral Marketing category

Platinum Award: General Electric YouTube Channel; Social Media Site

Platinum Award: King’s Hawaiian Bread Digital Loyalty Program; Website/Games, Contests category

Platinum Award: National University’s Integrative Health Review; Blog category

We feel like winners this year – and not just because of the MarCom Awards, or even for our recent 3^rd place sandcastle design – but because of our inspiring team, fantastic clients, and our loyal Buddies, like you!

All this praise makes us blush, so tell us – what’s the greatest marketing case study you’ve come across this year?

Get On The Music Boat

Buddy Squirrel — Wed, 07 Dec 2011 00:10:12 +0000

When producing online videos, investing in professional music is a common lost opportunity for brands. Think about it. A brand spends $30,000 to $300,000 on product marketing and consumer outreach videos, but fails to spend another 5% of that for unique accompanying music from either established or unknown artists. After all, as our Chief Creative Buddy Bryan says, “the parable of the Pied Piper is more than that; it is grounded in truth.”

One objective many brands fail to iterate is evoking a call to action; music affects people! If your brand is looking to improve the success of online videos, it is valuable to take a step back and make music a priority in the planning phase. Do some research, and find a melody that speaks to your target consumer.

Now, let’s take some actionable steps to make your next video stand out above the rest. Read: ‘Get On The Music Boat’ by Bryan on MediaPost Publications to connect the dots between a winning marketing plan, and the right music.

5 Steps to Optimizing Google Plus Business Pages for Search Engines

Dan — Wed, 23 Nov 2011 00:10:23 +0000

Google has finally launched Google Plus for businesses, meaning that a business can now create their own page just as they would on Facebook. This has huge implications for SEO considering the impact social media has on search results. Since Google has such a high stake in widespread adoption of their new social network, it is reasonable to assume they will give more authority to Google Plus pages in their search results. Follow the 5 steps outlined below to ensure you are receiving the most SEO benefit when starting your Google Plus Page.

1. Create a Google Plus Brand Page

First, create a Google Plus business page if haven’t already. If you aren’t ready to fully fill out your page profile yet, I still recommend at least creating your page for the purpose of claiming and verify your brand name.

2. Optimize Page Information

Now that you have created your page, it is time to fill out your page information. This is an important step because certain custom fields should be optimized for search engines just as if you were optimizing a page on your website. Kristi Heines from Search Engine Watch wrote a great article showing how we can optimize Google plus profiles based on the data we enter the in the custom fields. The SEO elements of Google Plus Brand pages are similar to that of personal profiles, but with a few modifications:

SEO Title: Your business name in the “page name” field will act as the SEO title.
Meta Description: The name field, along with your headline, makes up the meta description.
Dofollow links: All of the links within the Google Plus page appear to be Dofollow links. Take advantage of this by linking to your website with your targeted keyword as the anchor text. Don’t go too crazy with this though, because adding too many links could look like spam to search engines.

3. Link the Google+ Page to Your Website

The next step is to link your website to your Google Plus page using the Google Plus badge by adding a snippet of code into the header of your website. This small snippet of code identifies your site to Google and brings your Page into more search results. Connecting your website will also help enable the value of +1 activity to be spread across all of Google’s platforms.

4. Maximize Your +1’s

Google created the +1 Button as a way to easily recommend or share things you find on the internet. By clicking the +1 button you are giving something your public stamp of approval and recommending it to your friends and contacts. As content collects +1’s, it will be more likely to appear as part the natural search results.

You can think of +1’s as belonging to one of two “levels”. First there is a “site-level” +1 button that targets either your Google Plus Page or website homepage. If you have added the Google Plus Badge to your website then your already have this taken care of. The other option is to add a standalone +1 button into your site’s navigation. The second type of +1 is on a “content-level” and targets the URL of the page. These typically appear near the content’s title or product name.

You should add the Google +1 button/Badge to your website and ask friends, peers, and customers to click on it whenever they can.

5. Google Plus Direct Connect

Google has a new feature called Google Direct Connect that enables users to use “+” in a search query and be taken directly to a Google Plus page. Instead of typing “Toyota Google Plus” in the Google search box, Direct Connect allows you to type “+Toyota” and be taken directly to Toyota’s Google Plus page. Why would this be good for businesses you ask? Well, it only returns one search result, instead of the regular list of 10 that might include a competitor’s website or some sort of negative review.

At the moment, not every page is eligible for Google Plus Direct Connect. Google has said they determine the eligibility of a page algorithmically. In order to increase your chances of accessing this feature, you should have your Google Plus page connected to your website using the Google Plus badge mentioned previously, in addition to promoting your Plus page with links, posting regular updates, and encouraging users to add you to circles.

Now What?

It’s still too early to say what works and what doesn’t for how businesses should use their Google Plus Pages. Right now everyone seems to be testing the water and experimenting with various tactics. However, the one thing we do know for sure is that having a Google Plus Page will be essential for increased visibility in search results. The steps I’ve outline here will help get you started with your Google Plus Page in a way that will give you the most benefits for SEO.

3 Ways to Enhance Facebook Marketing Strategy with New Insights

Che — Wed, 12 Oct 2011 18:53:33 +0000

In the past year alone, Facebook captured 63.46% of all unique daily visitors to social networking sites, increasing 200% in the amount of users who access the site via a mobile device, but how does this impact you as a marketer? This proves that consumers are showing increased interest in an interactive experience. After all, 51% of consumers are more likely to buy a product from a company they ‘like’ on Facebook, and 56% are more likely to recommend a brand to a friend once they become a Facebook fan.

As a response, on Oct. 11th Facebook updated Page Insights to help give you the tools to determine your brand’s true demographic; discover who’s talking about your brand, and optimize posts to better meet your marketing goals, if utilized well.

A Brand’s True Demographic: Honing In

Two new features include the ‘Fans’ and ‘Reach’ analyses, displayed in two separate tabs beneath ‘Insights’ Using these graphs can help determine the demographics of a) your fans, and b) those you’ve reached. ‘Reach’ is calculated by the amount of people who’ve seen content about your Page on their News Feed, Ticker, or your brand’s page (organic); through an ad or sponsored content (paid), or published from a friend (viral).

Scanning these sample graphs, you may already notice the discrepancy between the demographics of the brand’s fans (ages 25-34 and 35-44) and those of the true audience reached (18-24). Honing in on your true demographic using the charts provided, as well as analyzing whether unique users are best reached organically, virally, or through paid advertisements, will help decipher where your time and money is best spent to effectively bridge the gap. Whether this means shifting your target audience, refining your brand message or both this data will help you make a well-informed decision.

Look Who’s Talking

Along with the ability to access new intel on your current fan base and reach, there is now insight into the number of unique people who have created a story about your Page, called ‘Talking About This.’ These stories include people:

Liking your Page

Posting to your Page’s Wall

Liking, commenting on, or sharing one of your Page Posts

Answering a Question you posted

RSVPing to one of your events

Mentioning or Phototagging your Page

Checking in at or recommending your Place

Comparing this data to the ‘Viral Reach’ from the example graphs below reveals 4.5% virality, or the number of users who saw a friend’s brand-related story and then talked about your page – data that could further help shape your social marketing strategy.

Optimizing Posts

Finally, the new Page Insights reveal which of your past status updates were most successful – whether “success” means quantity of reach; engaged users; people talking, or virality. By clicking one of these metrics, you can easily sort posts to see which attracted the most eyes, engagement, or sharability. Determining which KPI is most important to your brand is essential for revamping future content strategy.

Facebook’s new Page Insights can help you refine and meet marketing goals if monitored closely and utilized to its full potential. Currently, this updated analytics tool is simply a preview, so be sure to enable it by clicking ‘Insights’ on the right-hand side of your brand page, then following the prompt, which will reveal the latest data.

Speak your thoughts by leaving a comment below, on Facebook, or by tweeting us at @TheBuddyGroup and tell us – what is the biggest finding you’ve unveiled using Facebook’s new Page Insights?

Thank you, Steve Jobs. (aka, Growing Up In Cupertino)

Bryan Boettger — Thu, 06 Oct 2011 21:41:46 +0000

by Bryan Boettger, Chief Creative Officer

Steve Jobs put me on the path of my life.

“Again, you can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever.”
– Steve Jobs, 2005 Stanford Commencement Address

In the hours following Jobs’ death, I was a bit dumbstruck by the outpouring of love I saw on Facebook and Twitter. I wondered how all these friends of mine could be so affected by the death of someone they had never met.

It made me reflect. And, slowly, I began to connect the dots back.

CUPERTINO, CALIFORNIA
I grew up 10 minutes from the garage where Apple started — the garage Jobs’ parents cleared out so Jobs and Steve Wozniak could build their first Apple computer. Growing up, we would ride our bikes and walk through the parking lots of the many Apple buildings scattered around town. Whether you were headed to school or a friend’s house, you often passed by an Apple building.

You were constantly reminded that with a good idea and hard work, you could build something amazing. Change the way people think. Make an impact on the world.

There was an entrepreneurial spirit that pervaded Cupertino. You grew up knowing it wasn’t going to just be your job to work. It was your job to BUILD.

Thanks to Steve Jobs.

HIGH SCHOOL
Going to high school in the early ’90s mere blocks from Apple headquarters, we were lucky enough to have not just one or two computers. We had three computer LABS. I learned some basic programming on a Macintosh Classic. Did desktop publishing on a Macintosh II. Worked on the school newspaper, learned how to truly write and edit, and built some of my first advertisements.

None of this would have happened if our school wasn’t in the shadow of Apple.

Our high school was a true bastion of computer geekiness. In 1994, Al Gore toured our high school to view this model of kids learning and achieving on computers. I got to be a member of the press that covered the event and learned how to act like a professional even when I didn’t know what I was doing.

Thanks to Steve Jobs.

COLLEGE
Growing up in Cupertino was a gift. My parents gave up a lot to afford living in the expensive — but education rich — community. My sister and I grew up comfortably, but when it came to college, expenses were tight.

So, despite being accepted to Pepperdine University, I spent my first year at De Anza Community College in Cupertino, surrounded by Apple. Working in the campus’ PR and Marketing Department, I was lucky enough to interview Steve Wozniak after he made a donation to the school.

It was a humbling and enlightening experience. The interview took place in Wozniak’s home — complete with arcade room, infinity pool and magnificent view. I saw what success could bring. But, more importantly, I saw that success could come to an introverted, geeky, kind and benevolent person.

Thanks to Steve Jobs.

TODAY
I’ve worked on Macs and Apple products my whole life and whole career. As a reporter out of college in the late ’90s, I started up a design agency on the nights and weekends on a Power Mac G3. I taught myself Flash and Cold Fusion on a Mac. I started up my own publishing company on a Mac.

Today, I write this on an iMac. I’m a partner in a digital engagement agency that works with clients like YouTube, Epson, Western Digital and King’s Hawaiian Bread — all while working on my portable office, aka an Apple Powerbook. When traveling, I’m able to say goodnight to my wife and two-year-old son thanks to our computers’ built-in webcams.

Thanks to Steve Jobs.

Reflecting back has given me pause. I realized how greatly Steve Jobs contributions to the world have impacted me personally. Many of the formative experiences in my life came about thanks to the existing of Apple Computers.

So, I genuinely say: Thank you, Steve Jobs.