Video: Social Media is not the answer


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Social Media is putting the cart before the horse

and other takeaways from the What’s Your Purple Goldfish? Keynote at #140MTL. Here’s the 10 minute video:

Top 10 takeaways:

  1. The average distance between the brain and the heart is 9 inches or 23 centimeters. It’s the longest and hardest distance to travel in marketing.
  2. Too much of marketing if focused on the eyes and ears of prospects, not enough is focused on winning the heart of your customer.
  3. There is no such thing as meeting expectations. You either exceed expectations or you fall short.
  4. Just trying to meet expectations is a recipe for failure. It’s kind of like playing prevent defense in football. It only prevents you from doing one thing… and that’s winning.
  5. social media is not the answerSocial media is not the answer, its only part of the answer. 90% of word of mouth marketing is offline and the “me” in social media is not about “me” the brand, it’s about “me” the customer.
  6. Social is putting the cart before the horse. Your product or service is now your marketing. Your main responsibility should be to give your customers something to talk, tweet, blog and post to Facebook about.
  7. Lagniappe is creole for “the gift” or “to give more.” A little something extra that is given at the time of purchase. Mark Twain said lagniappe was a word worth traveling to New Orleans to get.
  8. The little things can make you remark-able (marketing g.l.u.e – giving little unexpected extras). Well know examples like the DoubleTree chocolate chip cookie, Southwest Airlines “Bags Fly Free” and TD Bank being open 7 days a week.
  9. The Purple Goldfish Project was an effort to find 1,001 examples of marketing lagniappe. It took 2 years to collect all the examples. I should have taken advice that someone once gave me about cross-country skiing. If you going to start learning cross-country skiing … it’s probably best to start with a small country.
  10. A handful of interesting examples from Nurse Next Door (#438), Hard Rock Hotel (#737), Plaza Cleaners (#123), Taranta (#808) and Izzy’s Ice Cream (#995).

Today’s Lagniappe (a little something extra thrown in for good measure) – Here is the only video footage of Mark Twain. It was shot by Thomas Edison back in 1909 at his home in Connecticut:

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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