SEED Branding Studio

Simple Guide to Creating a Killer Logo

2015-10-28T11:16:00.000-04:00

We are surrounded by logos. Think about everything you come in contact with and it most likely contains, or at some point came in a packaging with, a logo. They are everywhere. The average
american sees about 16,000 advertisements, logos, and labels in day.
Why are logos so important? Because they are the first association that a consumer has with the brand's perceived value, when you close your eyes and think of McDonald's what do you see? Golden arches? All your branding efforts are going to boil down and be associated with your logo, a logoless company is a faceless man. The logo is usually the very first thing that entrepreneurs create when they give birth to a new concept or company, and it tends to endure throughout the enterprise's life-cycle. Anyone can design a logo, but not everyone can design the right logo. Therefore, it is very important to know the basic rules to creating a killer logo that will stand the test of time.

1. Keep it Simple
The simplest solution is often the most effective. Simple logos meet most of the requirements of iconic design. Simplicity helps a design be more versatile. Adopting a minimalist approach enables your logo to be used across a wide range of media, such as business cards, billboards, pin badges, or even a website favicon. Simplicity makes your design easier to recognize, so it stands a greater chance of achieving a timeless, eduring quality. Simplicity also aids in memorability, our brains recognize a single detail with more ease.

2. Make it Relevant
Your design must be relevant to the industry, your client, and the audience to which you are catering to. For example, as much as you might want to use a witty design that makes everyone smile, that's hardly appropriate for a the local crematorium. On the same token, just because you might need a logo for a stereotypical dull financial markets doesn't mean it can't be dynamic and full of meaning. The best way to find the sweet spot is to do research and gain insights that will help you understand your target consumer and how to click with them.

3. Incorporate Tradition
When it comes to logos, it is best to leave trends to the fashion industry. Trends come and go like the wind, and the last thing you want to do is invest a significant amount of time and money in a design that will become dated quickly. Longevity is key, and a logo should last for the duration of the business it represents. It might get refined after some time to add a little freshness, but the underlying idea should remain intact (unless the brand undergoes a complete repositioning, which we will cover in another article).

4. Aim for Distinction
A distinctive logo is one that can be easily separated from the competition. It has a unique quality or style that accurately portrays your client's business perspective. But how do you create a logo that's unique? The best strategy is to focus initially on a design that's recognizable - so recognizable, in fact, that just its shape or outline gives it away. Shape should be the primary focus, color although important, is secondary.

5. Commit to Memory
Quite often, one quick glance is all the time you get to make an impression. You want your viewers's experience to be such that what you've designed is remembered the instant they see it next time.

6. Think Small
As much as you might want to see your work plastered across billboards, don't forget your design may also need to accommodate smaller, yet necessary applications, such as zipper pulls and clothing labels. In creating something versatile, simplicity is key. A solid logo should ideally work at a minimum size of around one inch, without loss of detail.

7. Focus on One Thing
Iconic designs that stand apart from the crowd have just one feature to help with differentiation. That's it. Just one. Not two, three, or four. You want to leave your consumer with just one thing to remember about your design.

By sticking to the rules of logo design, you stand a greater chance of delivering timeless and enduring logos that impress and excite. But you can always do more and rules are made to be broken.

Excerpts from: Logo Design Love - David Airey

Tips: Use Instagram to Click with Consumers

2015-09-22T12:48:00.000-04:00

Instagram has become one of the best tools for e-commerce. According to a new report from eMarketer, Instagram's shift from a solely social media channel to a driver of e-commerce has created a lot of pent-up demand. "The rollout of new features over the next several months means that by the end of 2015, Instagram will have a host of new ad products for advertisers large and small," said Debra Aho Williamshon, eMarketer principal analyst.
But in order to earn new business, marketers first need to earn engagement. Many marketers new to the cannel don't use it wisely by posting old prepackaged content, or by trying to fill their feeds with user-generated content. The key to earn engagement is to create great content, to see how socially savvy brands are getting creative with Instagram content, The Wall Street Journal shared their inspired social media marketing strategies.

1. Be The First To Use New Features
Social media platforms are constantly adding innovative features and tools, yet some marketers are afraid to try them before they have been "tested". Being the first has its advantages, take for instance Airbnb, one of the first brands to use Instagram's carousel feature. Through a brilliant campaign that allowed users to book a listing directly from its Instagram feed, Airbnb was able to create great impact. Many brands have followed suit by creating similar content with great success.

2. Engage Consumers Through Crowdsourcing
Opening up a brand's Instagram feed to consumers is a great idea to connect with them since a brand's feeds should reflect consumers' interests by featuring their content submissions. Lenovo used this approach with its #ihackedlife campaign. They opened up Instagram and carefully curated its video submissions to ensure that they where aligned with the brand image. When they posted the user videos, they increased engagement and connected with their consumers through this campaign.

4. A Little Planning Goes a Long Way
While Instagram content may seem spontaneous, the wisest marketers plan ahead for their Instagram feeds. A great example is Bacardi Limon, they created a pool party video for TV to promote its "Turn Up Your Summer" #Limonade program. The campaign was well planned and additional content for other platforms, especially Instagram, was collected. The made-for-Instagram videos where posted on their feed, which increased engagement with the brand.

Use these ideas for inspiration on creating Instagram content that brings consumers closer to brands.

Discover how to engage with your consumers. Contact SEED Branding Studio today at 305.987.0876 or visit seedbrandingstudio.com

Our Article about Marketing Strategy on StartUs Magazine

2015-06-24T09:16:00.000-04:00

Link: http://magazine.startus.cc/what-is-your-startup-strategy/

What Is Your Startup Strategy?

by: Gabriela Borja

Published on: June 24, 2015

Every founder knows they need a startup strategy. It’s not possible to do it without one. But did you every really think about it? Here’s why you should!

Can you explain your startup strategy in a few words? It is a surprising fact that many executives cannot say what their objectives and advantages are in a simple statement. If they can’t articulate their strategy, then neither can their colleagues, investors and end consumers. Sometimes the problem is that the strategy is buried in voluminous documents presented at the early stages, but it is never implemented. This happens when entrepreneurs fail to have a simple and clear strategy statement that everyone can understand, implement and internalize.

One of the biggest problems I encounter at my firm are entrepreneurs seeking to grow through marketing and advertising, but they are not able to articulate their strategy. There seems to be a generalized problem where entrepreneurs create strategies in silos, without having a concise strategy or a strong base to grow from.

Different Strategy Schools

One school of thought drives strategy around production and products, success is measured in terms of units moved, and organizational hopes are pinned on product pipelines. These types of organizations know what it takes to make and move stuff. The problem is, so does everybody else. Therefore, there is no strategic advantage. Another school of thought dreams a really cool brand, with a trendy product, fun taglines and splashy design. As attractive as they may seem this organizations do not really know who they are selling to, and what exactly their competitive advantage is. The result is an organization that lacks a strong foundation to grow from and fails to generate customer loyalty.

The Strategic Question Today

The strategic question that drives business today is not “What else can we make?” or “How cool can we be” but “What else can we do for our customers?” At the core of a business are the customer and the market. The center of gravity is on the needs of customers and the organization’s position relative to their purchase criteria. The high failure rates for new ventures and products suggest that companies are continuing to invest heavily in product innovation but are unable to move customers’ purchase criteria.

The key to building a successful advantage is to shape customers criteria of purchase. When asked about the market research that went into the development of the iPad, Steve Jobs famously replied, “None. It’s not the consumers’ job to know what they want.” Consumers increasingly use company-defined criteria not just to choose a brand, but to make sense of and connect with the marketplace. This does not mean that market research is not necessary, quite the opposite, market research is fundamental to finding the sweet spot where consumer needs are not being met by competitors and can be executed within the company’s capabilities. However, it is the entrepreneur’s responsibility to determine how their product or service will be positioned relative to the consumers need. For example Volvo sets the bar on safety while BMW focuses on the fun of driving, they both meet the same basic needs but are positioned differently. The purchase criteria for Volvo is safety, while BMW’s is the thrill of driving.

It is very important for entrepreneurs to make sure that their strategy is centered around consumer needs, and that they know how they will shape the purchase criteria. Then the strategy should be articulated in 35 words or less. The value of a clear strategy should not be underestimated because words do lead to action.

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3 Ways Millennials Are Changing Business

2015-05-26T16:43:00.002-04:00

It is happening. For years people have been preparing for the time when Millennials, born between the 1980's and the early 2000's, would be mature enough to drive the markets.

The arrival of the mature Millennials has been a game-changer, however, it has not worked out exactly as predicted. Much of the attention about the rise of Millennials has focused on personality traits, such as a supposed increased narcissism. But beyond these anecdotal trends, there are some radical shifts based on actual data.

There are three major Millennial-driven changes that are essential for every business leader to understand in order to adapt to what is happening, and what is coming up in the upcoming years.

1. Different research and purchase behaviors

When it comes to research, Millennials place more emphasis on online reviews. According to a survey conducted by U.S. News & World Report, 40% of Millennials say they visit at least one review site before making a purchase.

However, Millennial research does not stop at online reviews. As reported by U.S. News 68% of Millennials say they discuss every major purchase decision with someone they trust. A recent study done by MarketingProfs on B2B buying behavior found the same results; Millennials are more likely to trust recommendations from friends and family than Gen Xers or Baby Boomers.

When it comes to purchasing, Millennials are much more digital savvy and rely much more on mobile purchases. A report by eMarketer, found that 18-34 year-olds are most likely to rely on mobile shoppin apps, mobile retails websites, and request mobile price matches.

A key finding by a survey from Accenture, found that increased digital shopping is not all about price. Millennials are loyal to their favorite brands, and base purchase decision on ease, free returns, real-time availability, etc.

2. Millennials have different priorities at work

Millennials currently comprise nearly half of the workforce and 28% of all managers and are transforming the way business is done, as reported by a study conducted by oDesk.

The study found that there is a disconnect in what hiring managers think Millennials want, for example status and higher paying jobs, versus what Millennials really care about. Millennnials care more about the people they work with, exciting work and good mentorship and less about money than hiring managers realize.

Flexibility is another area where hiring managers should focus on. According to a PwC Survey, flexibility in hours and location are areas that rank in high importance for Millennials, 72% report having made compromises to get into work. Top compromises were around location and fewer benefits.

3. Aging Millennials

The millennial generation is not static, they are aging like everyone else. Millennials are often seen as single, however a study by FutureCast found that the older half of U.S. Millennials comprise of 10.8 million households with children.

This means that aging Milllennials may start to behave in a similar fashion as their older generational counterparts. A study by US News & World Report found that 55% of Millennials surveyed are starting to save for retirement, and an increasing number are purchasing houses.

However, there are areas where aging Millennials have values unique to their generation. For example FutureCast found that 52% of Millennial parents closely monitor their children's diet, and 64% say the environment has become a top concern now that they have kids. Also, 82% want their child to know that they don't need possessions to make them happy.

Gold Winners for 2015 Hermes Awards for Creative Excellence

2015-05-01T20:01:00.004-04:00

SEED Branding Studio is proud to announce that we are Gold Winners in the category Packaging Design for our client Del Sur USA. Congratulations Gabriela Borja (Strategy & Creative Direction) and Eric Carr (Graphic Design)!

The New Power Latino

2015-04-30T13:30:00.002-04:00

The US Hispanic market is on fire, as the demographic keeps growing it has become the most important consumer opportunity today. Every brand should consider connecting to latinos but not everyone knows how to. There are many misconceptions about how to segment the US Hispanic community with much talk about acculturation levels. However, the Hispanic community is very diverse within itself and it has many more layers than it would appear. Such is the case with the elusive upscale latino segment.

The often mis-targeted upscale latino segment is spending $500B annually, and contribute nearly 40 percent of the $1.5 trillion Hispanic spending power, as reported by Nielsen. The upscale latino has a very different mentality than their Hispanic counterparts. Historically, there has been large socio-economic differences in latin America, that are still deeply ingrained today. There is a very interesting essay written by Simon Bolivar, widely known as "The Liberator", and regarded as the leader of the Latin American Wars of Independence. His essay, written in 1815, explains that when Spaniards appeared in the new world, the natives considered them as a superior species, due to fear of their force and because the natives saw the Spaniards as divine messengers of sorts. The old beliefs are still somewhat present in the modern era, and can be seen through a need to acquire and defend a high standing status. Research by Nielsen has shown that this segment is more likely to be luxury seekers, compared to upscale non-Hispanics, which would confirm the need to protect status.

Members of the upscale latino segment often enjoy a privileged lifestyle in their native countries and are seen in positions of power, they have a tendency to operate within closed inner circles. However, across all luxury segments, about 60% have strong ties to the latino culture, and 30%-40% voice a strong cultural duality (Nielsen). The research also showed that upscale latinos share similarities with upscale non-Hispanics, yet maintain their uniqueness . This finding would explain why the number one top-recalled ads in Spanish-language magazines was a straight translation of an English-language ad featuring the same (very American-looking model). The conflicting findings suggests that brands seeking to connect to the upscale latino demographic must take on a different strategy than the old tried and true, and seek to make connections with this segment in a deeper more meaningful level.

Call SEED Branding Studio for fresh strategies to connect with the Power Latino.

o. 305.454.4106 | d. 305.987.0876 | www.seedbrandingstudio.com

t:@seedbrands | fb: facebook.com/seedbrandingstudio

6 Highly Effective Advertising Persuasion Secrets

2015-04-13T14:44:00.000-04:00

We are constantly being bombarded with messages imploring us to change our attitudes and buy products. These persuasion attempts can range from logical arguments to graphic pictures, from peers who try to intimidate us to celebrities who try to charm us.

Persuasion involves an active attempt to change attitudes. This is of course Job #1 for many marketing communications. Today we will share some basic psychological principles that influence people to change their minds or comply with a request.

1. Reciprocity - We are more likely to give if first we receive. That's why including money in a mail survey questionnaire increases the response rate by an average of 65 percent over surveys that come without financial incentives in the envelope.

2. Scarcity - Like people, items are more attractive when they aren't available. In one study, researchers asked people to rate the quality of chocolate chip cookies. Participants who only got one cookie liked them better than did those who evaluated more of the same kind of cookie. That helps explain why we tend to value "limited-edition" items.

3. Authority - We believe an authoritative source much more readily than one that is less authoritative. That explains why the American public's opinion on an issue can shift by as much as 2 percent when the New York Times (but not the National Enquirer) runs an article about it.

4. Consistency - People try not to contradict themselves in terms of what they say and do about an issue. In one study, students at an Israeli university who solicited donations to help disabled people doubled the amount they normally collected in a neighborhood if they first asked the residents to sign a petition supporting this cause two weeks before they actually asked for the donations.

5. Liking - We agree with those we like or admire. In one study, good-looking fundraisers raised almost twice as much as other volunteers who were not as attractive.

6. Consensus - We consider what others do before we decide what to do. People are more likely to donate to a charity if they first see a list of the names of their neighbors who have already done so. To illustrate, think about how many brands claim to be "America's favorite (fill in the blank)?"

This principles are applied in most every form of sales, bear in mind that they can also be applied in many settings of everyday life. So next time you need to persuade someone you may be able to pull a new trick from your sleeve. Happy persuading!

Scent: Better Branding Right Under Your Nose

2015-03-24T15:14:00.000-04:00

We have all known persons who could be identified by a particular smell - hopefully a good one based on perfume or cologne. We have also all felt our emotions stirred by the faint smell that reminds us of someone or something we love. But have you ever thought about the smell of mundane objects such as scotch tape? a pencil? or new shoes? Each smell is unlike anything else and provides clues about subtle ways scent can be used to manage brand identity.

Smell is arguably the strongest of the senses, yet scent is an oft-neglected tool for providing consumers with engaging and emotional experiences. Much research reveals that odor has the potential to evoke our emotions with more potency than any other senses. Your customer's nose is actually a direct link to their memories and emotions awaiting your stimulation.

According to Gail Vance Civille from Sensory Spectrum in Chatham, New Jersey "Everybody tells you they hate scented products. They lie. People love scented products and will choose them over other products. People will give scented products other positive attributes based solely on their smell. You can give someone two identical paper towels, the only difference being one is scented, and he or she will tell you the scented one is softer."

Fragrances may be one of the oldest marketing techniques around. Open-air vendors have used burning incense to lure passing traffic over to their wares since ancient times. Today many commercial spaces have jumped on the scent bandwagon, experimenting with branded scent, such as the Massachusetts-based Jordan's Furniture, that uses scents such as bubble gum in the children's section and the smell of pine in the country-style section. They reported a substantial increase in sales since scent was brought into their marketing plan.

With systems available that can restrict a smell to within eighteen inches of the point of sale, including scent in to your strategy can be highly targeted. According to Alan R. Hirsch, founder of the Smell & Taste Treatment and Research Foundation, "If you're looking to increase sales, the best approach is an appeal based on the emotions, and the quickest way to reach the emotions is through smells." Hirsch also said that clients have seen their profits jump as much as 40 percent by using branded scents.

Contact SEED Branding Studio to find out how to incorporate scent into your brand experience strategy

305.454.4106 or visit seedbrandingstudio.com today.

The Power of Pinterest

2015-03-04T13:22:00.003-05:00

Pinterest is a free social media platform that allows users to upload, save, sort, and manage images - known as pins-and videos through collections known as pinboards. It is a personalized social media site where users can browse the content of others on the main page. The site has been especially popular among women, with a global female audience of 83%. The average user spends around 90 minutes per month, and as reported by comScore the site had 11.7 million unique U.S. visitors, making it the fastest site ever to break the 10 million unique visitor mark. The most popular categories are food & drink, DIY & crafts, women's apparel, home decor, and travel. By the end of 2014 Pinterest had grown its active users by 111% in six months, as reported by AdAge.

Pinterest allows brands to peek into the aspirations of consumers, and also offer a highly visual experience of their brand offering. It provides insights into both the behavior of online "window shoppers" and market demand for new products.

Eric Hadley, head of partner marketing, said Pinterest will offer more precise ways to reach audience beyond its 30 different categories including food & drink, hair & beauty & sports, as reported AdAge. Advertisers will now be able to also target users by audience, such as "outdoor enthusiast", said Mr. Hadley.

Pinterest wants to become part of the the main social media platforms, mainly Facebook and Twitter, used by brands to engage consumers. The site offers useful insights on how to best use Pinterest online, for both consumers and advertisers. As the platform continues to rapidly grow and evolve, marketeres should take notice and start harnessing the power of Pinterest.

Follow SEED Branding Studio for more information on how to grow your brand.

How Starbuck's Became Successful Without Advertising

2015-02-23T15:43:00.004-05:00

As a director of a small agency I get to meet with a lot of start-up companies looking to grow their business. One of the things I get a lot is how they want to grow and be successful without any advertising "just like Starbuck's". What blows my mind is that the people I meet are smart and capable, but they are under the assumption that "classic" advertising is no longer needed. They come to our studio with a product or idea seeking to grow. They are looking for the magic formula of getting customers without advertising or by relying on social media alone and hitting it big just like "Starbucks".

Starbuck's success combined with the rise of social media seems to feed the myth that entrepreneurs do not need marketing or advertising to succeed. With this in mind, I'd like to demystify the wonderful brand of Starbucks and the elements that made it successful without the need of investing in advertising:

1. Product
Howard Schultz managed to transform coffee from a commodity to an upscale experience. He had the vision to create a "third place" for Americans between home and work. In this sense he was an innovator, he did not just sell premium coffee but he sold an experience. His offering completely changed the way Americans consumed coffee and made coffee experts out of his consumers.

2. Experiential Branding
The first component was Starbucks "live coffee" mantra. The company prided in offering the highest-quality coffee in the world and they controlled as much of the supply chain as possible overseeing the bean growers, custom-roasting and distribution.
The second component was service, or what they called "customer intimacy". This is where the barista called you by your name and custom-made your drink.
The third brand component was atmosphere, with comfortable sitting areas that encouraged lounging and an upscale yet inviting environment where people wanted to linger.

3. Core Values
The company culture fostered excellence, joy, innovation, respect, teamwork, social profit and integrity. Schultz believed that employee satisfaction led to customer satisfaction. Employees, called "partners" received health insurance, and stock options at entry level. Partner satisfaction was at 80%-90% range making Starbuck's one of the best places to work according to Fortune Magazine.

4. First Mover's Advantage Immediately after buying Starbuck's, Schultz began opening new stores. He was aggressive in his growth and the company rapidly took over other small-scale coffee chains. Soon after he took the company public, through this move he had a first mover's advantage and quickly locked-in the best locations and distribution channels. By 2002 the company had well over 5,000 stores and opening an average of three new store a day.

5. Marketing and Advertising
North American marketing primarily consisted of point-of-sale materials and local-store marketing and the investment was far less than the industry average. However, having stores located in prominent high-traffic locations doubled as a massive outdoor advertising campaign.

The success of Starbuck's has many components that are not so easy to replicate. The genius of Schultz was to have a vision and be aggressive in pursuing it. He had an idea that completely disrupted the market and he was wise to quickly lock-in distribution channels by investing the most money in getting the best locations for his stores. By displaying the beautiful logo and large iconic green and white signage in virtually every corner, he made sure to create brand recognition and recall. His strategy was simple, clean and smart. It is important to understand that there are many elements leading to Starbuck's success. The complexity of what made this brand successful without any advertising can't be oversimplified, and entrepreneurs looking to follow Schultz steps should carefully evaluate their strategy. In a competitive market the need for marketing and advertising should not be overlooked without deep analysis. What are your thoughts, do you think a company can make it by advertising through social media alone?

Contact SEED Branding Studio to get a free consultation305.454.4106 or visit SEED Branding Studio .

Revealed: Chinese New Year ads that bring prosperity

2015-02-18T21:39:00.000-05:00

Companies that conduct or want to conduct business in a global arena can't miss the opportunity to be present during the Chinese New Year. This is a critical period for marketers across Asia and marketers are starting to take notice. As reported by 9 to 5 Mac, for the first time Apple will be releasing an ad specifically made for the Chinese New Year similar to it's Christmas "The Song Ad".

A report by TNS Global presented insights on what resonates with the Chinese audience during this Critical period for advertisers. Here we share the types of advertising that create short-term involvement and build long-term brand memories during the Chinese New Year:

1. Don't settle for short-term impact

Focus on delivering your brand's point of difference and making long-term connections. Brands that focus on momentary fun without communicating what makes their brand great tend to be quickly forgotten.

2. Be relevant to your audience and to the occasion

Address themes and stir emotions that are relevant to the audience of the Chinese New Year. It is not enough to connect emotionally, the connections must be relevant to the festival itself.

3. Don't be afraid to be yourself

Stick to your core values. There is no need to change the brand in order to make it "fit" into the Chinese New Year. Brands should maintain their core values and build meaningful connections from there. As an example Ferrero Rocher did very good by creating a high-end ad with family reunion appeal.

4. Be novel but not irreverent

When creating novelty don't go against the themes of the festival or those celebrating it. The Seaweed brand Gurume, created an ad where people decorated themselves with seaweed, it failed to connect with audiences because it lacked relevance to the festival.

5. Use symbols but don't rely on them

Focus on values not on symbols. The symbols of the God of prosperity made a couple of cameos on various ads. Using symbols is no substitute for putting the values of Chinese New Year at the heart of the campaign.

Marketers looking to gain brand equity in Asia can't afford to ignore this event. By sticking to their core values and tailoring a campaign around the themes of "reunion", "family" or "welcome" brands should be able to connect emotionally and increase their recognition and recall.

Like what you are reading? Visit SEED Branding Studio

or contact us at 305.454.4106

Valentine's Marketing Statistics

2015-02-18T17:27:00.000-05:00

Marketers love, love, love statistics. They drive decisions for many successful campaigns and form the basis of effective strategies. When you combine Valentine's with great statistics you have the perfect gift for your marketing geek. To continue with the love celebration we share some interesting statistics on this $18.6 billion event:

- 62% of all consumers celebrate Valentine's Day (Statistic Brain)
- The top gifts, in order from most popular are candy, flowers, jewelry, greeting cards, an evening out, clothes and gift cards. According to Retail Industry Foundation
- Amount spent, per person, for Valentine's Day in the U.S: $126 (Econsultancy)
- Amount spent, per person, for Valentine's Day in Asia: $274 (Econsultancy)
- Amount spent on pets annually in the U.S.: $367 million (Econsultancy)
- The U.S. is behind Spain, France, the U.K., Canada, Brazil and Australia in per-person spending (Econsultancy)
- 53 percent of women say they would end a relationship if they didn't receive anything for Valentine's (Econsultancy)
- 15 percent of women send themselves flowers on Valentine's (Econsultancy)
- It is not the most popular holiday for greeting cards according to the Greeting Card Association.
- Men account for 73 percent of Valentine's Day flower sales (Woman's Day)

Did any of the stats surprise you?

Like what you are reading? Follow SEED Branding Studio for information and advice in Marketing and Advertising.

How US Hispanics Shop Online

2015-02-06T15:48:00.002-05:00

A report by Adroit Digital reported insights on how Hispanics shop online and respond to web advertising. The Hispanic population in the US tends to be much younger than the rest of the population in general, this means Hispanic earning power stands to increase exponentially by 2024. To be precise the largest chunk of the US Hispanic population can be categorized as Millennials or those in the 15-to-34-year old bracket.

When it comes to Internet use based on nativity the Pew Hispanic Center reports that Hispanics 16 years of age and older born in the US are much more likely to use the Internet than foreign-born Hispanics, 85% versus 51%. With an increase of 62% in the last 15 years, the Hispanic demographic is the largest contributor to population growth in the US. To put it into perspective in 2013 the entire US population grew by 0.7% while the US Hispanic population grew by over 2% to bring the total number of US Hispanics to 50.5 million. According to Adroit Digital, Hispanics will represent one-third of Americans by 2050. In order for any brand to be successful, they can not afford to ignore this growing market.

The Study revealed how to Convert Hispanics into Shoppers
The report revealed the top offerings that entice US Hispanics to make a purchase. In order to incentivize this demographic marketers should focus on the offers that pay off the most:

- 81% respond to price discounts
- 74% are enticed by free shipping
- 35% are lured by loyalty points
- 34% act on freebies
- 17% respond to personalized messages

The Study Also Showed Hispanic's Behaviors When Shopping Online:

- 72% spend more time shopping on laptops or PCs than smartphones or tablets.
- 78% ages 45 and over opt to shop on PCs, making this market the heaviest users.
- 73% of females and 70% of males are slightly more likely to purchase on PCs
- 16% purchase predominantly on smartphones.
- 58% use a retailer's website instead of an app for mobile shopping.

Adroit Digital Provided Insights on Media to Motivate Purchase

The found that ad media makes little difference, US Hispanic shoppers tend to make decisions equally among different media outlets. A little over 35% are motivated by TV, online and social media. While a little over 40% respond to mobile, online video, and magazine ads.

Marketers should understand the unique ways in which US Hispanics behave online, in order to earn their spot in this growing and important demographic.

Learn more about how to reach the US Hispanic shopper. Contact SEED Branding Studio today at 305.454.4106 or visit seedbrandingstudio.com.

Super Bowl XLIX Best and Worst Ads

2015-02-02T13:44:00.000-05:00

It is advertising's biggest game of the year. Commercials featuring proud girls and sad puppies where the biggest hits with consumers according to the data coming in this morning. Our review is based on social media mentions and analytics.

As reported by Tech Crunch, P&G's "Like a Girl" ad for Always, which showcases empowering and inspirational messages was the big winner sparking the most buzz on social media outlets. A report by Networked Insights, supported the impact of "Like a Girl" and found that the ad generated emotional response, with consumers feeling joy, happiness, and trust while the ad aired.

Always #LikeAGirl - Super Bowl XLIX

Another ad that resonated with viewers was Budweiser's "Lost Dog", which tells the story of a lost puppy separated from his human owner and friends. Making the brand a big winner.

Budweiser "Lost Dog" - Super Bowl XLIX

Other ads that generated positive responses and social media chatter include: Loctite Super Glue's fanny pack-taculrar "Dance", Avocados from Mexico "#FirstDraftEver", Dove's daddy-focused ""RealStrength", Esurance's "Say My Name", and Snickers' "The Brady Bunch".

And for the big losers. The least impact was created by ads from carmakers including Mercedes-Benz, Lexus and Toyota. However, the biggest loser was Nationwide's "Make Safe Happen" which features a boy talking about his death.

Amazingly this ad violated the basic rules of advertising by focusing on the negative aspect of the message. The spot generated lots of social media buzz, but the reaction was mostly negative. As Networked Insights reported: "The ad really angered consumers with the implication that their kids might die in a horrific accident." Not good.

Nationwide "Make Safe Happen" - Super Bowl XLIX

Take full advantage of your brand's messaging through the impact of advertising. Contact SEED Branding Studio today at 305.454.4106, or visit SEED Branding Studio.

Newly Released: Facebook At Work

2015-01-21T12:20:00.000-05:00

Soon Facebook activity at work may actually be encouraged.

Facebook has just released its newest product called "Facebook At Work", as reported by Tech Crunch the company is launching new iOS and Android apps along with a version of Facebook At Work accessible through their main site. The new product allows businesses to create their own social networks amongst their employees, designed to act and look like Facebook itself.

Facebook At Work was created to act as an "enterprise social network" competing directly with Microsoft's Yammer, Slack, Convo, Socialcast among others.

Initially aimed at companies with 100 or more employees, Facebook At Work allows staff to collaborate using the same familiar interface they use to connect with their social contacts. It allows employers to create separate log-ins to use with their work accounts, or users can link it to their personal profiles and have everything in one place.

However, as Lars Rasmussen the head of the Facebook project promises, "Even if the employee chooses to link, there is no crossover. The content stays entirely within your personal or work Facebook".

"We have found that using Facebook as a work tool makes our work day more efficient" stated Rasmussen, "You can get more stuff done with Facebook than any other tool that we know of, and we'd like to make that available to the whole world."

The product is still in its pilot stage and there are a lot of details that have not been released. Making us wonder what is the main use for this new product? Perhaps allowing employers to capitalize on what most employees are doing anyways: Spending a lot of time at work on Facebook.

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7 Interactive Channels you must use NOW

2015-01-13T15:22:00.001-05:00

Agencies are constantly embracing changes in web marketing in order to deliver ROI for their clients. Digital marketing offers plenty of opportunities to increase the profitability of a client's business from branding, search marketing, lead generation, email and social marketing. At a minimum your interactive campaign should deliver significant return in the following seven channels:

1. Display Advertising and Retargeting

Display advertising, often referred to as banners, are graphical advertising that appear next to content on web pages, IM applications, email etc. They come in standardized sizes and can include text, logos, pictures, or videos. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.

To create an effective display and retargeting campaign your agency should be able to select appropriate topics and interests and place inspiring visual and media that serves a specific call to action. Retargeting campaigns provide tremendous opportunities for branding and converting interested prospects by bringing them back to your site for a second look. Your agency should be able to serve targeted media to consumers based on their interests and behavior to get more out of paid search spend. Retargeting platforms like AdRoll, Criteo, MediaForge and Google Display Network should be part of your agency's toolkit.

2. Mobile Optimization

Long-gone are the days of mobile compatibility, we are slowly but surely becoming a mobile world. Nearly everyone is on their phone and smart phones have taken over the market to the point of saturation. It does not matter what your brand is or what it sells, but you can be sure that your audience is visiting your site on their mobile phones.

Responsive site design, that is a website that easily adapts to any screen wether it is a desktop, tablet or mobile phone, is the easiest way to stay on top of your game. An agency should be capable of delivering a website experience tailored specifically to the device being used to access the domain. There is no excuse for not having a mobile-optimized site experience, your website should be built on a content management system (CMS) to support responsive design.

3. Content Marketing & SEO

SEO focuses on finding the keywords utilized by consumers to find your products or services, your agency should be able to conduct deep research and discover the most commonly used language that your target audience uses in your industry. After the keywords have been found the next step is to optimize the information architecture of your site, this is done by integrating the keywords within the content of your website. In short SEO makes your site relevant.

Content marketing, on the other hand, makes your site become an authority. This is done by defining and creating compelling, creative, and potentially viral content that adheres to your core strategy. Content marketing has three main purposes, one is to expand the size of a domain by publishing new pages within a site's architecture, attracts backlinks that are critical for SEO, and provides information to be shared on social media channels.

4. Email Marketing

Must be handled with precision or it becomes an annoying tool that drives customers away. However common it has become, it is still an essential tool in building a digital brand. When your agency designs an email marketing campaign, it should be created to provide a service to your users. Simply crying "buy my brand" creates the opposite intended effect. Your email campaigns should effectively engage your audience and their frequency should be carefully monitored so that it is always welcomed. Email marketing should be seen as a way to communicate, interact and offer service to your client, not a tool to push your offerings down your client's throats.

5. Conversion Rate Optimization

Testing and design are at the core of CRO. Continuous tests and methodical analysis of traffic flow must be done in order to improve conversions. The purpose of CRO is to effectively improving the capabilities of a website or a landing page to capture more leads and convert prospects into sales. Your agency should be able to understand where and why conversion is taking place on a domain, and then optimize the experience. Ultimately CRO should improve the quantity and quality of new business being captured digitally.

6. Social Media Marketing

Promoting relevant, valuable, and entertaining content through social media channels such as Facebook, Twitter, YouTube, Instagram and Pinterest is a top priority. This is a free channel that is effective for building brands, promoting products, engaging the public, driving sales and generating leads. Your agency should be able to provide customer support, promote exclusive offers/promotions, and facilitate the development of brand ambassadors who can ultimately emerge as champions for your brand.

7. Online Reputation Management

Online conversation tend to degrade over time, it is part of human nature. Taking control and improving the quality of your brand's online identity is a top priority. Your agency should be constantly monitoring your reputation and quickly responding to reviews or criticism. A very important point is that you must be open to any conversation either positive or negative and use it to improve your product offering. Reputation management is all about creating a relationship of trust and an open forum for your consumers to voice their honest opinions.

Your agency should be able to take full advantage of interactive marketing and at a minimum implement all the strategies we have mentioned. Even if you are focusing all of your efforts on traditional media such as print or broadcast, your consumers will eventually find their way to your digital brand space. Arm yourself with the best team to make sure your brand is properly positioned and managed digitally.

To learn more about the latest in digital marketing contact us at 305.454.4106, or visit seedbrandingstudio.com a full service advertising agency in Miami, FL.

Freedom of Speech

2015-01-07T21:50:00.000-05:00

Marketing Game Changers for 2015

2015-01-05T14:09:00.001-05:00

Autonomous Robot Employee

If you thought 2014 was thrilling, here is a look at what we are most excited about for 2015. Our top 5 trends and technologies for 2015 in the marketing and advertising world:

1. Virtual Reality
Expect a lot more action on the virtual and augmented reality front. 2014 saw the $2B acquisition of Oculus Rift by Facebook. In 2015, we'll see action from companies like High Fidelity, Immersive 3D 360-degree cameras from Immersive Media, Jaunt, and Giroptic. There are also game changers like Magic Leap (in which Google just invested over $500 million) that are developing augmented reality images that are indistinguishable from real world objects, and are placing them in real world settings. Oculus Rift will be presenting its latest Crescent Bay prototype and how it will interact with hand-and-finger-tracking. Also, this year will see virtual reality in film where you will be able to "feel" what it would be for a human to fly through a full "flying" simulator. Are you feeling a shark coming out of a billboard vibe a-la-back to the future?

2. Mass-market robots
This babies are set to improve the customer service experience. The acquisition of Google of eight robotic companies in 2014 means that 2015 will see the introduction of consumer-friendly robots in a store near you. In a Lowe's store near you, you may soon be seeing autonomous "employees" called Oshbots roaming the floors and helping you find and order items in their store. 2015 will also see the robot Pepper hailing from Japan to enter US retail stores. Pepper uses an emotion engine and computer vision, to detect smiles, frowns, and surprise, and it uses speech recognition to sense the tone of voice and to detect certain words indicative of strong feelings, like "love" and "hate". Pepper then quantifies the person's overall emotion as positive or negative to help the store make a sale.

3. Data & Machine learning
2014 saw data and algorithm driven companies like Uber and AirBnb skyrocket. There is gold in your data. And data-driven companies are the most successful exponential organizations around. In 2015, data collection and mining that data will become more turn-key. Platfroms like Experfy, for example, allow you to find data scientists who will develop algorithms or machine learning solutions for your business/project. This means highly tailored and customized advertising which is set to reduce costs and become more effective.

4. Sensor Explosion
In 2015, expect "everything" to be "smart". The so-called internet of things means that a combination of sensors and wearables, increased connectivity, new manufacturing methods like 3D printing, and improved data mining capabilities will create a smart, connected world - where our objects, clothes, appliances, homes, streets, cars, etc. will be constantly communicating with one another. Among the many applications a device can automatically track how many calories you consume, and another device can even diagnose disease. This also means that marketers will gain a deeper understanding of their brand's audience, going beyond traditional demographics and segmentation to focus on individual people's interests and preferences. 2015 will be all about creating and delivering the right content, for the right person, at the right time, every time.

5. Millennials is the name of the game
Millennials are the independent generation, a generation of wolves, not sheep. Despite popular stereotypes of all millennials being lumped into a single demographic, in 2015, marketers will embrace their individuality. Using new technologies will make it easier to marketers to tailor content to individual cultural interests, location, price ranges and more. This ultra personalized approach will be the only way to achieve true loyalty for millennials.

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Consumer Behavior on the Couch: Freudian Theory

2014-12-16T17:09:00.002-05:00

Sigmund Freud proposed the idea that much of one's adult personality stems from a fundamental conflict between a person's desire to gratify his/her physical needs and the necessity to function as a responsible member of society. This struggle is carried out in the mind among three systems:

Id - All about immediate gratification without thinking of consequences, our inner party animal. The id operates from the pleasure principle and wants to maximize pleasure and avoid pain, the id is selfish and illogical. It is the little red devil sitting on your left shoulder.

Superego - The counterweight to the id. It is a person's conscience. It follows society's rules and tries to prevent the id from seeking selfish gratification. It is the little white angel sitting on your right shoulder.

Ego - The system that mediates between the id and the superego. It's basically a referee in the fight between the id and the superego. It balances the opposing forces according to the reality principle which finds ways to gratify the id that the outside world will find acceptable. It is the person making the decision based on the id and superego's demands.

Freudian theory applies to marketing in the Ego system, and how consumers make unconscious decisions that guide purchases. The implication is that consumers cannot necessarily tell us their true motivation when they choose products, even if we can devise a sensitive way to ask them directly. The Freudian perspective also raises the possibility that the ego relies on the symbolism in product to compromise between the demands of the id and the prohibitions of the superego. The person channels her unacceptable desire into acceptable outlets when she uses products that signify these underlying desires. This is the connection between product symbolism and motivation: The product stands for, or represents, a consumer's true goal, which is socially unacceptable or unattainable. By acquiring the product, the person vicariously experiences the forbidden fruit.

The field of motivational research borrowed Freudian ideas to understand the deeper meanings of products and advertisements. This approach adapted psychoanalytical (Freudian) interpretations with a heavy emphasis on unconscious motives. It basically assumed that we channel socially unacceptable needs into acceptable outlets - including product substitutes. Ernest Dichter conducted in-detpth interview studies on more than 230 different products and found a couple of interesting major consumption motivations associated with specific types of products:

Motive Associated Products

Power Sugary products and large breakfast, bowling, electric trains, hot rods, power tools

Virility Coffee, red meat, heavy shoes, toy guns, shaving with a razor

Security Ice cream, full drawer of neatly ironed shirts, real plaster walls, home baking, hospital care

Eroticism Sweets, gloves, cigarette lighters

Moral purity White bread, cotton fabrics, harsh household cleaning chemicals, bathing, oatmeal

Social Acceptance Ice cream, coffee, toys, sugar and honey, soap, beauty products

Individuality Gourmet foods, foreign cars, cigarette holders, vodka, perfume, fountain pens

Femininity Cakes and cookies, dolls, silk, tea, household curios

Reward Cigarettes, candy, alcohol, ice cream, cookies

Master of environment Kitchen appliances, boats, sporting goods

Disalienation Home decorating, skiing, morning radio broadcasts

Magic-mystery Soups, paints, carbonated drinks, vodka, unwrapping gifts.

So next time that you purchase a product ask yourself which hidden motivation may be guiding you in buying that specific product? Even better, next time you see an ad you may be able to identify the hidden motivation that is associated with the product being sold.

Pavlov's Packaging

2014-11-17T14:36:00.000-05:00

The design of a package generates expectations that allows us to imagine the pleasure that the product itself will give us. Every time that stand in front of a shelf to decide what to buy, our brain goes through a number of processes that combine our knowledge with our expectations.

We base our decision on past experiences when picking a tried and true product and also when deciding wether to try a new product or not. In either case we are always moved by desire.

Conditioned Desire

Ivan Pavlov was a Russian physiologist known primarily for his work in classical conditioning. The concept for which Pavlov is famous is the "conditioned reflex" developed in 1901. He studied salivations among dogs and learned that when a buzzer or metronome was sounded in subsequent time with food being presented to the dog in consecutive sequences, the dog will initially salivate when the food is presented. The dog will later come to associate the sound with the presentation of the food and salivate upon the presentation of stimulus.

We function similarly than Pavlov's dogs when we are in the presence of a food package, and its design functions as the stimulus of the buzzer. The mere fact of seeing and recognizing a package reminds us of the experience of consuming the product or makes us imagine the experience of eating it if we haven't had it before.

When we see and hold a package we perceive it with all of our senses, that experience wether good or bad stays registered in our memory as an association with the product and the brand.

As consumers are bombarded with options, brands get less and less attention in a supermarket shelf. Great packaging design should understand the values and desires of the consumer and connect in a deeper emotional level. We like to think of product packaging as a half-second commercial where great design makes or breaks a sale.

Great packaging must combine art and science, where sophisticated research and analysis is converted into visually stimulating design. It must look beyond creative talent and seek to understand human behavior and target consumers in a compelling, fresh, and entertaining way. A well done product package delivers the brand message to consumers directly, while its appetite appeal makes a consumer imagine the flavors and experience of consuming the product. Just like a buzzer would make Pavlov's dogs salivate with desire.

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The Importance of Emotional Branding

2014-11-10T14:27:00.000-05:00

Brands are built on the unconscious part of the brain

A couple of years ago the New York Times released an article that made it clear that "over the last fifty years the economic base has shifted from production to consumption. It has gravitated from the sphere of rationality to the realm of desire; from the objective to the subjective; to the realm of psychology."

Simple ideas have turned from being basic concepts to consumer-based concepts. Food is no longer about cooking or chores but about "home and lifestyle design". Airplanes are less about transportation vehicles and more about "travel organizations." We are operating within different sets of values and in order to be relevant brands must understand this changes and compete accordingly.

But what constitutes a great brand concept apt to compete in our new environment? Goods and services alone are not longer enough to attract or retain existing markets or clients. What drives consumers to buy and become loyal to a brand?

In his book Buy-Ology: Truth and Lies About Why We Buy, Martin Lindstrom talks about how we are deeply irrational beings. We make irrational decisions when selecting and purchasing products all the time, most of us are guilty of picking the second magazine instead of the first in a shelf and we can't explain why. He used FMRI methods to test how people react to objects belonging to their own religion and then compared to reactions of objects belonging to beloved brands, amazingly the same areas of the brain are lit on both scenarios, leading us to think that we feel just as strong about religion as we do about some brands.

What are the drivers behind such deep connection? We believe that emotional branding plays a big role. By emotional we mean how a brand engages consumers on the level of the senses and emotions; how a brand comes to life for people and forges a deeper, lasting connection. This means that understanding people's emotional needs and desires is really, now more than ever, the key to success. Corporations must take definite steps toward building stronger connections and relationships and recognizing their customers as partners. Industry today needs to bring people the products they desire, exactly when they want them, through venues that re both inspiring and intimately responsive to their needs.

Emotional banding provides the means and methodology for connecting products to the consumer in an emotionally profound way. It focuses on the most compelling aspect of the human character: the desire to transcend material satisfaction and experience emotional fulfilment. A brand is uniquely situated to achieve this because it can tap into the aspirational drives that underlie human motivation.

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The Psychology of Mobile Advertising

2014-10-30T13:17:00.000-04:00

The mobile advertising market is soaring. According to eMarketer, the global mobile ad expenditure is expected to reach $45 billion in 2015. A major reason for this increase are intersitials - full screen ads that come at a "logical break point," as Google's Jonathan Alferness explains.

The new ads that organically appear within content are being fueled by technological advances and increase use of larger screens in smarphones. Intersitials have higher levels of organic engagement, thus allowing for longer viewing times and more tolerance. According to AppFlood, revenue generated from this new ad units increased to 43 percent between the first and second quarter of 2014.

Why are intersitials so successful? It is no secret that psychology is a big factor in the success or failure of an advertisement. According to Adweek, the reason for intersitials great success is familiarity, since they function in a very similar way to regular TV spots. We are so used to watching a show and having regular intervals with commercials. With the new technology, intersitials can be customized to selected content and that leads to a greater level of connection, actually creating a sensation of a bonus rather than a distraction.

According to Jane E. Raymond, professor of experimental consumer psychology at the University of Wales in Bangor, "we actually process information in gulps. The brain goes out, grabs a bit of information, digests it, then grabs another bit." The way the human brain processes information is a perfect fit with formats such as Interscroller, that place the commercial seamlessly within the flow of content allowing advertisers to deliver small "gulps" of information.

Another psychological mechanism that contributes to the success of intersitials is that our brains actually benefit from short distractions. According to a study by Psychology Today, students focus for only three minutes at a time. After the three minutes they where desperately looking for something else on which to direct their attention, therefore rendering intersitials as a welcome distraction.

Another psychological factor that plays in the success of intersitials is the "isolation effect", where people have higher recall levels for things that stand on their own. By breaking content in parts, and taking the entire screen, intersitials give a natural punctuation to the content that is being read, actually improving the reading experience.

As technology keeps improving it seems that advertising is moving from something forced upon us to content that is customized, relevant and that can actually enhance our experience.

Top Takeaways from Social Media Week

2014-10-10T21:34:00.000-04:00

It has been a busy and exciting couple of weeks with Social Media Week and the World Business Forum. We want to share the top insights starting with Social Media week, a yearly get together of brands and agencies all discussing best practices on how to go about social media. Below are the top takeaways:

1. Social Media shifts from earned to paid media

The category is slowly but surely moving away from fluffy goal metrics such as more "likes" or "re-tweets". 2014 has seen the main social media platforms such as Facebook, Instagram, and Twitter move away from the earned media space and into the more commercially viable paid media category. This allows firms to shift focus and be actually able to measure fluctuations in sales.

2. ROI taking center-stage

Social media for business is here, but not everyone knows how to use it yet. Case studies do show brands actually showing monetary wins from their social media campaign, but not all of them show actual ROI figures. Last year people talked a lot about ROI but this year some companies actually demonstrated ROI and proved it.

3. Know your audience

Know your global audience, research which times zones they are in, their language and what they care about. Once you know them well, you can create content that appeals to them and know when they will see it. The main social platforms have great analytics tools for this.

4. Go Glocal

Global brands' content can no longer be just local, it must be customized to become glocal local (glocal), this means that content must be customized to fit the needs of different audiences. It must be similar enough so that you share the same message but personalized to the different areas or groups that form your audience.

5. Be the cool kid

Similar to the previous point, global social media professionals must know the tools that their audiences use around the world. Just because one platform is very popular in the US does not mean that it has caught on another part of the world. As an example WeChat is the social platform in China despite the fact that is virtually unknown in the US.

6. Social media is not a channel

Social media is still not fully understood, some businesses still treat it as a weird peripheral strategy. Too often firms struggle with social media not through lack of connectivity but because they still treat it as a channel, rather than just another part of the organization. Businesses should strive to understand what they stand for and utilize social platforms as an extension of their identities.

There where definitely some interesting insights, we hope you find this list useful and remember to keep checking the blog for more enlightening insights from the World Business Forum.

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Twitter Introducing Weather-Targeted Advertising

2014-10-02T12:44:00.000-04:00

The competition for advertisers among social media platforms is on fire, as a way to continue being a key player, Twitter is constantly developing new ad tools and features. Now, the social site is introducing weather-targeted ads, in collaboration with the Weather Channel, Twitter will enable advertisers to target their product ads to real-time local weather conditions.

So for example, a clothing brand could send promoted tweets for coats and boots to people facing cold conditions, or an coffee chain could promote their frostier products during a heat wave. Twitter's new system will allow advertisers to allocate targeted tweets based on the elements such as temperature, rain, humidity, wind, and dew point. The tweets will also be targeted by the Twitter subscriber's location, interests, devices, and keywords.

The owner of the Weather Channel announced this new initiative pointing that the company is the first media company to use Twitter's advertising API (application programming interface). That system will allow the Weather Company to automatically buy ads across Twitter and gain access to the users' information. Sales teams from the Weather Company and Twitter will pitch the opportunity to advertisers at launch, the Wall Street Journal reported. This service is expected to start soon and its forecast look sunny and bright.

"Marketers have a search strategy and a social strategy," said Curt Hecht, the Weather Company's chief global revenue officer. "Marketers also need a weather strategy."

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6 Steps to a Stronger Social Media Presence

2014-09-30T12:29:00.000-04:00

Having a social media account is not enough. Firms should take advantage of the free traffic by engaging in meaningful ways. Here we share 6 ways to build a strong social media presence.

1. Immediacy

Real time engagement is the key. Make a habit of searching what customers are saying about your brand and interact immediately. Plan to monitor continuously during key events or breaking news and react quickly by engaging your audience.

2. Monitor Reputation

It is human nature to be more inclined to write a review or comment when things go wrong, so it is only natural that online conversations always tend to degrade. Don't ignore bad comments or reviews, engage and try to recover the user from a bad experience. Be on top of what is happening and learn from bad reviews to improve the customer experience.

3. "P" for Place

Your social media strategy should include a place where your community can have free conversations, try to allocate strategically wether so you can be able to better monitor

4. Content
Content should be engaging, in order to win with social media create by using the three most important factors:

Information - Peaks under the curtain, exclusive access, teach something and give a vehicle to teach someone else.

Identity - Anything that furthers someone's identity is more likely to be shared.

Emotion - Stirring powerful emotions that move people.

5. Community

Give your product a voice, a personality. Community is very important because a big part of the purchase decision is based in belonging to something that enhances your lifestyle.

6. Think Ad-Hoc
In order to engage your customer base try to customize as much as possible. By creating sub-communities tied by #hashtags you can target and engage different smaller groups with more personalized communications.