Data-Driven Brand Storytelling: 6 Steps to A Credible Story

See on Scoop.itPur-T Marketing Madness

Credible stories are rooted in data, and your opinions add perspective. Develop more credible stories with these 6 steps for data-driven brand storytelling.

 

Got data? Need a story?

Got a story? Need data?

Then these 6 steps will help shape your data into a story — or bring data into your story.

 

Marrying data and storytelling to make your point is sometimes tricky to do. What I really like about this post is that its first tip is all about figuring out what question(s) are top most in the minds of your audience — because that is the first step in figuring out how to take your data and shape it into a story OR determine which data you need to help your story along.

 

The other 5 points are also really good: where to find data if you need it, how to vet and filter the data, choosing how to share the data visually, how to weave the story and data together, and then most importantly — receiving feedback before you publicly share it.

 

Go read this article. I think you will find it very helpful! http://bit.ly/DataDrivenBrandStorytelling

 

Many thanks to Giuseppe Mauriello for sending this article for review 🙂

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it || http://bit.ly/DataDrivenBrandStorytelling

See on www.contentmarketinginstitute.com

Twitter Users Who Mention Top Brands Have An Increasingly Amplified Voice | CMO.com

See on Scoop.itPur-T Marketing Madness

The average number of followers of Twitter users who mentioned top brands grew sharply in the first half of 2012, according to the Bazaarvoice Conversation Index Vol. 5, released October 2012.

 

What are these brands? Click “Full Story” to find out…

See on www.cmo.com

Have Them Say Your Name; Say Your Name! | TaylorAdams Marketing

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Whats In A Name - Power and Perception by TaylorAdams Marketing -www.BEEDConference.com

What’s in a Name? Power and Perception. A domain name is an asset. On the Internet, a domain name can be the first contact that a customer will have with you…In addition to designating a web site location, a domain name also offers an identity for your company. It’s how people perceive you.
See on tayloradams4me.com

Twitter Bio, A Social Media Must Have

featured image on Twitter Bio, A Social Media Must Have, on TaylorAdams4Me.com's Pur-T Marketing Madness blog.

Did you realize that most of the time, your bio on Twitter is the determing factor for whether people will or will not follow you? It’s a make or break point. The more concise your bio, the more you attract “targeted” followers. Many people think the more followers the better, but the truth is, according to Lauren Dugan, Co-Editor of All Twitter, “the number of followers you have doesn’t usually matter as much as the quality of followers you have, especially if you use Twitter for business.”

What does your bio say?

Statistics say Twitter profiles that have a bio will attract up to eight (8) times more followers than profiles without bios. You have 160 characters to make an impact and activate action. This task can be quite a challenge. Here are some tips:

  • You don’t have to tell us everything about you. Get your priorities straight. You are a complex person and your business is too. It might take some serious thinking, but you need to prioritize just what it is you want to get across to your followers that defines you. Being a happy husband, a proud daddy and a golf addict might be large parts of who you are, but if you are using Twitter to promote your online graphics designing business, these might not have a place in such a short bio.
  • Focus on critical keywords that describe you and/or what you do. Think about it as SEO for Twitter. Think about things that people would search for to find you, and try to include those keywords in your Twitter bio. Your followers will be more likely to stick if they were searching and found you based on relevant keywords.
  • Think about what kind of followers you want to attract
  • Be real; be you. Describe yourself, what you do. Mention your hobbies, interests, and/or niche, industry (what you mention should be relative to your profile’s focus). Why are you on Twitter in the first place? Try to answer this question in your bio. You don’t have to do it directly, but if your bio says you are a social media expert and all you do is share cat photos and videos on Twitter, your followers will probably start to fall off.
  • For heaven’s sake, don’t tell us you are an expert or guru!

Include a website in your Twitter profile. When the website supports your bio, you increase confidence in your profile. Now, you just have to make sure tweets stay relevant.

Help me do better. Share how you feel I can do better…

My twitter bio says:  @TaylorAdams4Me
Simply building branding and business: sponsorship properties, advertising, marketing consultation, business development and telcomm products and services.
www.TaylorAdams4Me.com

Now, post your twitter bio and twitter handle, so we can follow you!

Have Them Say Your Name; Say Your Name!

Whats In A Name - Power and Perception by TaylorAdams Marketing -www.BEEDConference.com
THE VALUE OF DOMAIN NAMES

What’s in a Name? Power and Perception
On the Internet, a domain name can be the first contact that a customer will have with you.  In addition to designating a web site location, a domain name also offers an identity for your company. It’s how people perceive you. If you have the domain name “FancyDiamonds.com,” everyone will automatically think of you when they want fancy diamonds.

A domain name is an asset.  Think of web addresses as Internet real estate. And the three rules in real estate apply: location, location, location!  Owning a good domain name is like owning  prime real estate, something that increases in value each passing year.
Domain name possibilities are key considerations when developing a brand name along with comprehension, being memorable, ease of pronunciation, negative and positive associations, competitors, and trademarks.  A domain name can help raise brand and product awareness for businesses and allow potential customers to easily access the websites.
Domain Name Extensions - Have Them Say Your Name blog post by Jacqueline Taylor-Adams - TaylorAdams4Me.com
One of the primary goals of advertising is to connect your company’s name and product in the minds of your customers, so that they will come to you when looking for that product. Gaining even one good customer because of an easy-to-remember domain name can be very profitable.

As we become increasingly intertwined in social media and communicate, consultant, advise, and recommend across the internet using our name, our name becomes part of our brand and has the same impact as that of your business name, ideas, and slogans.

Free Business Name Search http://bit.ly/FreeBusinessNameSearch
Leverage domain names for increased brand impact.  Even if your company already has a web site, you can directly link many different domain names into your existing site.  In traditional business, a company will not give their business a “generic” product name— “High Karat Gold,” for example —because you can’t legally protect “generic” business names.  But on the Internet, you can exclusively own generic names such as “HighKaratGold.com,” and have that product name link directly to your web site.
Once you’ve acquired a domain name, you own it exclusively, and anyone typing that name into their web browser will reach only you, not your competitors. Controlling an important domain name thus prevents your competitors from buying it and stealing future customers away from you.

You can also purchase domain names for the purpose of reselling them. While you are finding your buyers, you may generate additional income by pointing the domain names to “parked pages” or “landing pages.” Landing pages, can act as a search results page or you can design them to purposely point people to your affiliate products and services, and any other place you want them to go.

What is keeping you from owning your name? Why allow someone else to take your name hostage; to capitalize from your name and ideas identity? The more e-value your name, business, and ideas identity has across the net, the greater the chances some entity will buy your name and resell it to you at a minimum of 500% mark-up.
The present market for domain names is red-hot, fueled in part by the availability of purchase financing. The ability to finance the purchase of a domain name is driving the market.
For example, In 2006, a group of private investors purchased the domain name sex.com for an undisclosed amount rumored to be in excess of $12 million. The buyers were able to close the transaction using funding from a New Jersey investment firm, Domain Capital, LLC. Today, transactions in high-quality domain names are big business. Names like diamond.com, fund.com, and pizza.com frequently sell for seven or even eight figures.
))))))))))))))
A domain name is a valuable business asset, representing a global toll-free telephone number, prime real estate location, and extensive advertising all in one. Take action now. Your domain name is property. Take ownership today. Begin securing your name and ideas now. You’ll truly save money when registering your most significant properties for multiple years.
)))))))))))))
Have Them Say Your Name; Say Your Name!

10 Steps to Facebook Success for Your Non-Profit Organization

Another great article from MarketingProfs.com. Written by John Haydon of Inbound Zombie, the article not only applies to non-profits, but is also adaptable to independent artists.

FYI: Facebook has upgraded its FanPages. If you need support in leveraging Facebook fanpage to increase your conversion, please contact Jacqueline Taylor-Adams at (215) 774-1237, info@tayloradams.biz, or simplybuildingbrandingandbiz@gmail.com.

10 STEPS TO FACEBOOK SUCCESS FOR YOUR NON-PROFIT ORGANIZATION

If you’re like most non-profit marketers, you’re trying to use Facebook to raise awareness and donations. You’ve set up an account, tried to grow your number of connections, and posted some content for people to comment on. In the first month or two, your fan base grew steadily. You were excited, and your board was excited. But now, getting the results you originally hoped for isn’t quite as easy.

Fan growth has flattened, your post quality has dropped, and board members are asking, “What’s going on with Facebook?” The good news is that you’re not alone—the Facebook honeymoon ends at some point for everyone. Now is the perfect time to review the critical steps for success on Facebook.

1. Have a Plan.
Be very clear about goals, expectations, and roles. The clearer you can paint your “picture of success” on Facebook, the more likely it will manifest.

2. Ask Yourself, “What’s Your Thing?”
Rebecca Leaman wrote a post about a one-page social media plan created by Jay Baer. The plan requires marketing to ask, “What’s your thing?” What is the single thing about your nonprofit that is truly defining and interesting? When you ask your supporters why they support your organization—the reason in their hearts—what’s their answer?

3. Create a Page—Not a Profile.
Profiles are for people; Pages are for orgs. Not a Community Page—those are for experiences, like eating Nutella with a tablespoon. Not a Group. Groups are for your constituents to organize around an idea.

4. Create a Custom Landing Tab.
Once you’ve created a Page, make it stand out with a custom welcome tab. Pages that have custom welcome tabs have a higher new fan conversion rate than Pages that don’t.

Independent Artists: make sure your custom landing page includes your art. I realize many of you may be saying, “duh,” but you’d be surpised how many artists have profiles that speak everything about their art with no sample of their artwork (ie images, music poetry, film, dance, performance video, etc)! –J. Taylor-Adams

5. Less Is More.
Not using the Discussions tab? Remove it from the tabs by editing the application settings. Same goes for the Events tab and the Reviews tab. You can always turn them back on.

6. Leverage Your Avatar.
Facebook provides up to 600 × 200 pixels of space for your main image. Use that real estate to your advantage. Try including a call to action like the Brain Aneurysm Foundation did. Or outline action steps in your current campaign like Oceana did.

7. Get the Word Out.
Leverage your assets. For example, if you have a large email list, send them a well-written email with reasons for joining your Page. Or if you have an active Ning community, create an event in Ning that promotes a discussion on the new Page Wall.

8. Use Your Page as a Platform for Dialogue.
Don’t use it just as a place to put useless stuff.

9. Measure, Rinse, Repeat.
You will only get better at Facebook if you know what works and what doesn’t. Facebook Pages include a few reports that will show you how good your content is, if you’re posting too frequently, and how much they’re sharing. Also, use Google Analytics to measure traffic from Facebook to your website.

10. Create a Facebook Skunkworks.
Put together a small task force in your organization to reflect on Facebook results, discuss how to improve, and brainstorm novel uses of Facebook. Include a few Page connections in this group as well. Talk to each other face to face—not by email.

John Haydon is chief heretic and pyrotechnician of Inbound Zombie.


The Free, The Paid, The Why: Press Releases…

PRESS, the value of a well constructed and distributed press release - only free distribution just won't do - The Free The Paid The Why by Jacqueline Taylor-Adams www.TaylorAdams4Me.com

PRESS, the value of a well constructed and distributed press release - only free distribution just won't do - The Free The Paid The Why by Jacqueline Taylor-Adams www.TaylorAdams4Me.com

The objective of a press release is to provide information to the media to reach the public via news coverage. This coverage can be in blogs, videos, newspapers, magazines and on radio and television.

“A company, individual or nonprofit can often gain valuable press coverage with no outlay of money other than the costs of writing and disseminating the release. A well-crafted press release presents facts in a positive light and can provide valuable name recognition, credibility or ancillary sales benefits; however, it is not paid advertising and cannot be designed to blatantly promote a product or service.” –Rosanne Knorr

The issue of using free or paid distribution of your press release is not an either or, but a must and both. Incorporate paid services at least quarterly, ideally monthly. Look to spend on average $250 which should include a couple of bells, whistles, and SEO with the distribution.

As a small business, solopreneur, or micro-enterprise you should be producing at least one press release a month. Each press release does not require paid distribution. When you are providing the the media with consistent brief text announcements of events, developments, and any other newsworthy information about you as an artist, personality, and/or your business it will not just get you in the news, but keep you in the news, increase your coverage, media contacts, and target audience’s familiarity with your brand.  Point is, your business will be in the news and your paid services will help your free efforts have more impact.

#alliwant4christmas is to #save$marketing: Tell BlackPR.com that TaylorAdams Marketing sent you to save money on quality services.
#alliwant4christmas is to #save$marketing: Tell BlackPR.com that TaylorAdams Marketing sent you to save money on quality services.

I always recommend a 90 day plan when implementing marketing strategies. Do not judge the  effectiveness of a marketing tactic from a single application. We learn from repetition and respond to what and buy from those whom we perceive as familiar. While your first application may not generate a response, it has made impressions in mind and SEO, if online, thereby increasing your brand’s perceived familiarity with your target audience.

Good News: holiday sales aren’t just for retail. Take advantage of great holiday B2B promos. Join TaylorAdams’ in declaring #alliwant4christmas is to #save$marketing by taking advantage of BlackPr.com’s holiday promotion. Save $25.00 now through December 15, 2010 on your PR distribution from the leading African American newswire service http://bit.ly/hGMcPM

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Must Read: New Direct Response Best Practice Guidelines

Wow. Finally, addressing the over exaggerated statements to borderline fraudelent claims and of direct response marketing practices.

online global shoppingThese are my sentiments after reading the new Direct Response Guidelines For Merchants that has been distributed to merchants. These guidelines are a must read for all direct response, marketing professionals as well as all business owners, company executives, and they should be placed in the hands of every network marketer.

This guide is not a list of suggestions, but allowable behavior, content, claims, assumptions and incentives that can be made in regards to your products and services. Anthony Quiones, author of Repackaging Is Everything and BRAND IT …And Make It So! shared this information on Facebook.

DIRECT RESPONSE BEST PRACTICE GUIDELINES FOR MERCHANTS

TRIAL OFFERS
Marketing models that employ “Free-Trial”, “Deferred Billing” and/or “Shipping Only” are considered trial offers for purposes of this communication. Consumers must be receiving a tangible good or contracted service in exchange for charging of payment cards. Incentivized discount offers are acceptable when the cardholder is receiving goods or services in exchange for payment; however we will be unable to support accounts engaging in hidden or delayed charges and ‘free’ offers that are not truly free.

  1. Avoid using terms in your marketing and offer presentation such as “Free”, “Risk Free” or any similar and potentially misleading phrases when consumers will be enrolled in a monthly continuity program at the end of a trial period, or will be paying a deferred charge for the trial period. The phrase “Free Trial” is prohibited unless there is truly no cost or obligation incurred by the consumer.
  2. “Shipping & Handling Only” offers must be a fair and accurate shipping charge reasonable to be accrued by the merchant for providing the product.
  3. Trial offers must be extended for a minimum of 10 days.
  4. Trial periods should not begin until the product is shipped to the consumer.

MARKETING
Avoid creating a ‘false sense of urgency’ for the consumer. Unless the consumer’s ability to order is genuinely taken away after a specified timeframe or order count is reached, this practice is prohibited. Use of applications such as countdown clocks, tickers, or language such as “Offer Expires Today!” is also prohibited.

  1. Product claims, by law, must be truthful. Claims regarding effectiveness must be substantiated by clinical research conducted to support the claims, and consistent with the formulas and ingredients in your product
  2. Qualifications for trial periods of a product should follow pre-determined rules disqualifying consumers who do not meet parameters, including but not limited to: Age, Weight, Height, and Location.
  3. Unreasonable claims or guarantees are prohibited. Examples of claims considered unreasonable are:

“Flushes Pounds”, “Flushes Toxins”, “Builds Muscles”

  • Stating that use of a product will result in permanent weight loss
  • Stating that a product will cause the consumer to lose a specified amount of weight in a specified timeframe
  • Stating that a product will cause substantial weight loss no matter what or how much the consumer eats.
  • Stating that use of a product can cause weight loss (or muscle growth) in specific body parts

“Free Money”, “Instant Money”

  • Stating that the product can substitute the income of a full time job
  • Stating that money can be earned with little to no effort or investment
  • Stating that use of a product will earn you hundreds of thousands or millions of dollars

Additional examples include:

  • Stating that the product has been successfully used by an unrealistic or unsubstantiated number of people
  • Stating that a product will secure the consumer a job, either at the product’s company or another company
  • Stating or implying that a product is endorsed or in any way associated with President Obama or a government entity


ENDORSEMENTS/TESTIMONIALS:

  1. Endorsements and testimonials of user experiences must reflect the true and honest opinions of the endorsee(s).
  2. Endorsements and testimonials provided must present a clear picture to consumers of realistic results of using the product. If advertisers do not have substantiation of a specific claim or endorsement, then generally expected results must be clearly disclosed and backed by substantiation of any claims.
  3. Blogs used for promotional purposes must be in compliance with published FTC guidelines, representing an accurate and full representation of the endorsee, or clearly designated as a fictional story if developed internally for marketing purposes.
  4. News Sites published in marketing materials must be in compliance with published FTC guidelines, and must be clearly presented to the consumer as an advertorial. Written consent should be obtained from a media outlet prior to using the logo.
  5. Implied celebrity endorsement by use of an image in your marketing is prohibited without express legal written consent.

AFFILIATE MARKETING (CPA) NETWORKS

A significant contributing factor to Historical Excessive chargeback violations has been the utilization of CPA Networks. Transactions generated from internet traffic and all other lead sources must be managed and monitored for potential fraud using an approved system. Third Party service engagement may be a requirement for account approval.

  1. CPA Networks should contractually be held accountable for monitoring traffic generated from participating marketers.
  2. Merchants must have monitoring plans in place to detect suspect traffic and monitor Affiliate and Sub-Affiliate performance.

BILLING TERMS DISCLOSURE

The FTC has recently published guidelines regarding “Negative Option” enrollment programs and is taking a very aggressive position against merchants utilizing/employing this business practice. Recommendations taken in part from the FTC’s website may include but are not limited to the following:

  1. Negative Option disclosures must be clear and conspicuous to the consumer and comply with published FTC principals.
  2. The full price of products sold must be within reasonable “fair market value”
  3. Under no circumstances should consumers be billed for a product or service not disclosed.
  4. Consumers must be required to validate understanding of the terms of the offer twice during order submission. The first validation can take place with the initial offer presentation prior to submission of credit card information, and the second during the checkout process. The confirmation order page must also require consumers to acknowledge that they agree to the Terms & Conditions and authorize the merchant to charge the credit card for the disclosed dollar amount. Terms must be displayed adjacent to the “submit”, “confirm” or any other “call to action” button confirming the order. The price must be within 100 pixels of the “submit”, “confirm” or any other “call to action” button.
    • Terms must be in a minimum 12-point “easy to read” font.
    • Avoid visually distracting graphics from the display of terms.
    • Pre-checked boxes must never be used.
    • Consumers should be required to actively and individually select each offer or bonus during the checkout process when there are multiple offers or up sells presented. No offers or up sells should be pre–selected or pre-checked.
    • Consumers should not be able to move forward in the offer or checkout until the box acknowledging the terms is checked.
    • Verbiage must clearly disclose the enrollment into an ongoing membership with no distraction. An example of an acceptable disclosure is: “By clicking “Submit” you acknowledge that you understand you are being enrolled in a 10 day trial for $4.95, and after expiration of the 10 day trial period you will be charged $59 per month until you cancel your service”
    • All products or services purchased when the call-to-action button is clicked should be billed as a single charge unless the order is fulfilled at different times requiring multiple charges.
    • Shipping and Handling should not be billed separate from charges for the product or service.

BILLING TIMEFRAMES

  1. A merchant may not bill a consumer the full price twice in a 30-day span. An acceptable billing cycle example would be:
    • Day 1 – Consumer signs up for a 10 day trial offer with paid shipping of $4.95 charged at the time of order.
    • Day 11 – The first monthly order is shipped and the consumer is billed the full price of $59.
    • Day 41 – The second monthly order is shipped and the consumer is billed the full price of $59.
  2. Consumers should not be billed prior to shipment of products.

REFUND POLICIES

Merchants must not make it difficult for consumers to exercise the disclosed cancellation procedures and all cancellation requests must be honored in accordance with the stated terms of the transaction.

  1. Refund policies must be disclosed prior to the sale completion. Establish a clear, concise statement of your refund and credit policy. Your policy should be consistent with the objectives of your business and the products or services sold.
  2. Merchants must not require return of any trial offer product samples in order for the consumer to receive a refund, or cancel their ongoing subscription.
  3. “Full Money Back” or “Full Satisfaction” guarantees are considered false and prohibited unless the offer provides a full refund on all products, including but not limited to Shipping & Handling charges.
  4. Refunds should be for the full amount charged including shipping and handling
  5. All future billing to a customer should be canceled when a refund is issued.
  6. All future billing to a customer should be canceled when a chargeback is received.

BACK END OFFERS, AKA UP SELLS OR CROSS SELLS:

All sales should be directly between the business entities (merchants) processing the transactions and the consumer, with consumer authorization for all purchases.

  1. Under no circumstances can consumer data be shared with another company as this is a violation of Brand Regulations, including but not limited to the Payment Card Industry Data Security Standard.
  2. Forced and hidden up sells are strictly prohibited
  3. Up Sells with recurring charges are prohibited, regardless of consumer opt-in or acknowledgement of the offer.
  4. A one-time bonus offer may be extended to the consumer for an additional product offered by the same company as the initial transaction. The price of the bonus offer must be clearly disclosed and the consumer must acknowledge the terms of the sale prior to providing credit card information for completion of the sale, and again at order confirmation/ submission.

DESCRIPTORS

  1. ALL MERCHANTS DEFINED AS OFFERING A DIRECT MARKETING PRODUCT WILL BE ASSIGNED A DESCRIPTOR FORMATTED TO COMPLY WITH VISA REQUIREMENTS, TO INCLUDE AN *.
  2. Billing descriptor should be consistent with the website name, marketing materials, purchase confirmation, and shipping notification (if any) sent to the consumer.

FULFILLMENT

  1. Orders must be fulfilled in a timely manner. It is recommended that all products be shipped within 48 hours (2 business days) from the date of order.
  2. A confirmation email should be provided for all online orderswith physical shipment, within the prior 5 days to shipment or 2 days following shipment, including the following information:
    • Merchant contact information (at minimum a consumer service phone number)
    • Order information including purchaser’s name, unique order or customer ID, summary of item(s) purchased
    • Terms of the order, including initial amount billed and future billing schedule (this should be stressed)
    • Cancellation and refund policy
    • Delivery confirmation / tracking information
  3. An invoice should be included with the product including the following information:
    • Merchant contact information (at minimum a consumer service phone number)
    • Terms of the order, including initial amount billed and future billing schedule
    • Cancellation and refund policy

CUSTOMER SERVICE:

  1. Multiple methods of cancellation must be provided for consumers to cancel or request refunds, including at least two options of contact. Example of acceptable service channels include: phone, email, mail, and online chat. Phone support is strongly recommended as one of the options.
  2. “Contact Us” information including contact methods and hours of availability should be prominently displayed in all marketing, offer and payment pages, as well as included in purchase confirmations, invoices and any other communication with consumers.
  3. Customer Service must be easily accessible and available during reasonable business hours
  4. Refund and Cancellation Policies must be followed as disclosed to the consumer at the time of order
  5. Hold times to reach Customer Service must be less than 2 minutes.
  6. After hours voice mail should include a greeting that properly identifies the merchant to the consumer, provides hours of Customer Service availability and an expectation for call back.

sources: http://davidadlard.com/update-new-best-practices-for-all-online-marketers-you-must-read-now/ and http://www.ryanlee.com/make-more-money/update-new-best-practices-for-all-online-marketers-you-must-read-now/