RSS

Posts by Lisa Zone

Fantasy Social: Draft the right platforms for your team

Are your B2B social media efforts going the extra yard for your business? Or are you pulling a Hail Mary and just praying that what you’re doing gets you across the goal line?

(Are my football references too much of a stretch? Probably. But stick with me here.)

Welcome to the first post in our new Fantasy Social blog series, where we’ll pit two social media platforms against each other in a weekly fantasy football-style matchup to help you determine which one(s) might work best for your B2B business.

Starting next week, we’ll evaluate head-to-head matchups based on the same criteria:

  • Fan Base – Who’s using each platform? What’s the demographic profile, audience size and, ultimately, reach to a B2B audience?
  • Social Skills – Does the platform require a…
Continue Reading Fantasy Social: Draft the right platforms for your team

B2B or not B2B: Should your B2B brand consider influencer marketing?

If you’re a marketer or communicator at a B2B organization, chances are you’ve heard the phrase “influencer marketing” but may not have investigated it – or even considered it – for your business. In its simplest form, influencer marketing is about using a small group of people with a wide and established network to spread your story for you. Many consumer brands have embraced this concept, but B2B companies have been slow to adopt.

In an era of continuous partial attention, should your B2B brand consider influencer marketing as part of its marketing mix? I’m not here to make that decision for you (though if you’d like to start a conversation, I’m always happy to chat). But I would offer these three considerations as you contemplate whether influencer marketing is…

Continue Reading B2B or not B2B: Should your B2B brand consider influencer marketing?

Bouquets & Branding: 3 things you can learn about customer loyalty from daisies

I’ve had “write blog post” on my to-do list for several weeks now. Trouble is, I’ve had little inspiration for said post, which made it easy to keep hitting “dismiss” on that calendar appointment. That is, until I got into work the other day to discover unexpected flowers in my office. And this blog post was born.

As I arranged the bouquet in its vase, I realized the act of giving (and receiving) flowers can be a metaphor for how brands can create loyalty among their customer base. Am I suggesting you send flowers to your top customers? Certainly not. But I AM suggesting you think about what the act of giving flowers represents – surprise, delight and thanks – and how it can apply to your brand:

  • SURPRISE – As I learned when I found the flowers in my office, good…
Continue Reading Bouquets & Branding: 3 things you can learn about customer loyalty from daisies

3 reasons your B2B brand should consider using Snapchat

Think the platform is just for teens? Think again.

An abbreviated version of this post appeared in the January 28 edition of PRWeek.

What do more than 100 million daily active users, major consumer brands and even presidential hopeful Bernie Sanders have in common? They all use Snapchat to communicate, engage and stay connected. Is your B2B brand harnessing the platform’s storytelling power?

While it’s true Snapchat’s current user base skews young and female, its explosive growth can’t be ignored. As the platform gains popularity, its audience will diversify. And, with a hinted-at IPO, Snapchat will have to find ways to connect with a broader demographic in order to keep investors happy – which means even if your target audience isn’t “snapping” today, they…

Continue Reading 3 reasons your B2B brand should consider using Snapchat

Instagram and your brand: a picture is worth a thousand data points

This post originally appeared in the October 19 edition of PR News. To read more about Lisa’s thoughts about using data and analytics to build your personal social media brand, click here and here.

It’s been said a picture is worth a thousand words. But how much is that Instagram picture you just posted worth to your brand – whether it’s your personal or corporate account?

One way to determine how your content resonates with followers is to use an analytics tool to help audit the content you’re sharing, determine the level of engagement you’re driving and optimize future posts. With communications becoming increasingly more visual, making the most of a social media platform built around imagery is a must for any communications pro.

While Instagram itself doesn’t…

Continue Reading Instagram and your brand: a picture is worth a thousand data points