Tag Archives: Jay Baer

A Winning Idea

27 Jan

Yesterday, Maude Hunter’s Pub posted a single Lottery ticket on their Facebook page and announced that they would share their winnings with everyone that ‘liked’ the post.

With a 50 million dollar pot on the line, the stakes are high – no pun intended. In less than 24 hours, the post has garnered 1,351 likes and 40 comments. For those keeping score, that’s about $37,000 for each person. You’ll have to hurry though if you want to get in on the action – the  numbers are drawn today at 6pm.

But, if we can stop planning out our future fortunes and refrain from pre-selecting our favorite friends for just one second, we can talk about what a brilliant social marketing tactic this is.  Many people wonder how Facebook ‘decides’ what to display on your news feed. Well, we know from social media speaker Jay Baer , it’s not random. There is actually an algorithm that dictates whose posts you see. The probability your activity will show up on someone’s page is based on 3 things:

1. Your affinity with the other party as a whole

Are you in pictures together? Do you have mutual friends? Are you posting on each other’s wall?

2. Your previous action with similar content

Have you liked, tagged, or commented previously on similar content?

3. Time

How long ago was the content created?

Hence, the more you like a brand’s page and like/comment on their posts, the more you’ll start to see their content flow through your news feed. From a marketing perspective, this is the winning ticket. It’s why you see brands transfixed on getting likes.

Red Bull's Like Us facebook pageI’ve written before that a blanket plea for likes just doesn’t cut it anymore. So, it’s refreshing to see some out-of-the-box thinking and content that actually warrants a click.  It’s not the first time too that Jaryd Zinkewich from Maude’s has impressed us with his marketing savvy. Check out the Pint for a Pic post.

Now if you’ll excuse me, I have to see a man about buying a pony.

Photo Credit: Jay Baer

6 answers about mobile marketing from Simon Salt

7 Aug

Simon Salt is coming to Victoria September 22.When we were casting about for a mobile marketing heavyweight to come and speak with Copeland and other Canadian ad agencies in our T-CAAN West alliance, I asked previous guest Jay Baer for a recommendation.

He pointed me in the direction of Simon Salt, CEO of Texas agency IncSlingers and author of the recently published Social Location Marketing.

It immediately became clear that Simon was the ideal candidate to up our skill level. So we booked him to do a seminar and workshop September 22, with a Tweet-up for Victoria’s social media crowd to follow.

In advance of his visit, he was good enough to answer some of our burning questions.

Q. Mobile marketing seems to have really taken off in some markets and not in others. India for example is exploding. Where’s North America at?

It is true to say that the emerging markets, typified by countries like India and China, are experience a huge boom in mobile usage. However, it is worth noting that this is primarily in the feature phone space and not the smart phone space. Therefore the type of mobile marketing/advertising is very different than that of North America. The main reason for this is the popularity of pre-paid services in those countries. In the US, contracted phones form the bulk of the market. The introduction at the end of this year of the pre-paid iPhone is likely to have a dramatic shift on the US market demographic for smart phone owners.  It is estimated that by the end of 2011 50% of the US population will be smart phone owners.

Q. Has this penetration reached a point where positive ROIs from mobile advertising are being realized? Any examples?

As mentioned, smart phone penetration is at almost 50% in the US and so mobile advertising and mobile marketing in general is achieving much greater penetration. The use of smart phones has led to a shift in how people are consuming digital information. In countries like the US, social media forms 25% of the data consumption on smart phones. That means sites like Facebook, Twitter, LinkedIn, Google + and photo sharing sites are accounting for a lot of the data. This provides advertisers with definite keys into where ad placement is going to be most effective. Energizer Batteries ran a very successful mobile advertising campaign in conjunction with Toy Story 3. This campaign was app based and targeted mothers. Nearly 14 million impressions were delivered in support of the Energizer Toy Story 3 promotion campaign. Display advertising averaged a .49% click‐thru‐rate. The mobile web destination site visits and mobile application downloads together yielded a large number of impressions.

Q. What area of mobile marketing do you think is currently driving the greatest revenue for ad agencies?

Mobile marketing can effectively be divided into two distinct technology sets – SMS and application. In terms of cross-platform delivery SMS is definitely the more effective as all mobile phones, whether feature phones or smart phones, are capable of receiving and sending SMS messages. However, in-app and in-game advertising can achieve higher levels of engagement because of the nature of the user’s engagement with those platforms. For example, a user playing a game on their smart phone is likely to be spending more time doing that than a user reading text messages – especially if they are ads. However, getting attention and gaining action are two very different things. For an ad to drive a user from one activity – playing a game for example – to doing something else like downloading a new app or clicking on a banner, the messaging has to be both sophisticated and in tune with that user.

Q. What aspect of mobile marketing do you expect to increase in use? In-app advertising? Location-based? In-game advertising?

With the increasing ownership of smart phones I think we will see an increase in application-based advertising. This will also increase the demands on advertisers to become smarter about both their messaging and the payoff for having distracted the user from their initial activity.

Q. There must be resistance from consumers who don’t want to see advertising on their phones. How are smart marketers dealing with this?

The main way smart marketers are dealing with this is ensuring very good targeting. Un-targeted messages have always been a problem for advertisers. The data that is available from smart phones ensures that marketers should be delivering valuable, timely and appropriate messaging. One platform – Tooyoou – actually pays users to view ads – it is early stages to see if this approach will be successful but it certainly seems to have potential.

Q. What’s something about mobile marketing that I wouldn’t know?

86% of mobile Internet users are using their mobile devices while watching TV.


Copeland will be hosting the Victoria Tweet-up for Simon at the Parkside Victoria on September 22, from 6-8 pm.

Having fun yet? How play can sharpen your company’s social media skills

21 Jun

Nuns racing each other on children's bicyclesI’ve used this Jay Baer quote before on the blog, but it’s worth repeating:

“If you don’t like social media, you suck at it.”

There’s nothing in that which says you can’t learn to like it, however. And play can be a powerful teacher.

Doing fun stuff in social media can bring the company’s skills up whilst bringing a curiously welcome level of insanity to an already busy day.

Copeland has used social media to drive internal contests, public prize giveaways and recruiting campaigns. Often we compete against each other to promote our games. The keys to making these initiatives useful are that the time frame be short and that everyone share their tactics.

Win-at-all-cost tactics, while providing a few laughs, are quickly decapitated: they will never be useful to your business or your clients’ – and that’s what all this is about.

Finding what works and doesn’t erode public goodwill towards you is an incalculable end result.

Aasman, the ad agency I’m visiting in Whitehorse, is doing this fun public contest along these lines to celebrate the Summer Solstice, which is today.

Aasman red ball in front of historic paddlewheeler in Whitehorse, Yukon

You simply have to guess at what time this photo was taken. The person who comes closest gets a $50 gift certificate to Amazon. But remember: it doesn’t get dark up here at night right now! Play here.

The agency staff are competing to drive entries. It’s amazing to watch the energy of a good ad agency at play.

(Photo from Nuns Having Fun calendar)

Simon Salt is coming to Victoria to talk mobile marketing

13 Jun

The stats on mobile marketing are nowhere near online numbers yet. But they’re exploding and advertisers are keen to know about the opportunities.

This article estimates 5.5 million Canadians use their mobile device to access the Internet. It would seem the stage is set for Smartmarketing (trademark pending). But there’s a major caveat:

According to this infographic, 72 % of Smartphone users say they would change service providers if they received third party advertisements on their phone. Ouch.

Infographic showing attitudes towards mobile marketing in Canada

So what are the real opportunities?

To find out more, Copeland is bringing mobile marketing heavyweight Simon Salt of Dallas to Victoria in September to spend a few days with us and help us kick our mobile skills up a few notches.

Simon Salt, InkSlingers CEO and author of Social Location Marketing As the CEO of Texas agency IncSlingers and author of the recently published Social Location Marketing, Simon is the guy other social media big hitters turn to.

As with our Jay Baer workshops last year, we are inviting member agencies of T-CAAN to join us.

Meet Simon at our Victoria Tweet-up

We will also be hosting a tweetup for Simon at a venue to be announced so Victoria’s social media crowd can get to know him.

Stay tuned for a pre-workshop Q & A with Simon on this blog. Got a question for him? Pop it in the comment sections and we’ll put it to him.

Win a free copy of The Now Revolution

28 Apr

This dynamic book, co-authored by social media’s big one-two punch Jay Baer and Amber Naslund, is not about the technology of social media.

Ok, you will find some pretty cool nuggets in here. But there is a bigger story being told.

It’s a book about how businesses need to face up to the way consumers embrace social media.

(Hang on for your chance to win a FREE copy. It’s coming.)

It doesn’t matter if you’re a monolithic multinational or a puny sole-proprietor, your customers’ use of social media, to evaluate your business offering and share their opinion of it to whomever they are socially connected with, carries the same risk and reward. The consumer – not the businesses – have levelled the playing field.

The Now Revolution is a step-by-step guide to help your business adapt to this reality,

The book is broken down into 7 major sections, but you could further reduce those to 3 key areas of change: Get faster, be smarter and become more social.

This requirement for change will permeate every aspect of your organization and what The Now Revolution does so well is to direct you where to look internally in order to make those shifts. All in less than 200 pages! That’s killer.

(Still waiting to find out how to win a FREE copy? Stay with me.)

Copeland brought Jay Baer to Victoria last November to help with growth in our social offering. I have to admit I was expecting the book to be something of a rehash of his advice over the day and a half he was with us. But that’s not The Now Revolution. It has its own agenda.

Looking for some guidance about how to make money through Social Media? Look somewhere else.

Ready to become a change manager within your organization and steer your company to take advantage of the New Consumer?

The Now Revolution is your book.


Of course you do! Simply go to the Copeland website and hunt around for Jay Baer’s head in our work. It’s hidden in there somewhere but you are going to have to look for it. Clicking on it will automatically generate a tweet to us. We’ll toss your entry into a cyber hat and announce the winner at 5pm today.

UPDATE: The book was won by Louisa @AlgomaFallFest in Sault Ste Marie, Ontario. Thanks to everyone who entered and hunted for Jay’s head!

3 reasons why this headline sucks

22 Feb

One of the first lessons I ever learned as a copywriter (from Simon Hayward, a far better writer than I) was that I should never, ever, under any circumstance, begin a headline with: 3 reasons why….

Nor 5 reasons why. Nor 10. Nor whatever the number of reasons why.

His position was that this would announce to the world that there was nothing at all special about the product I was selling because I had chosen the most conventional and overused headline to try and sell it.

Lately I have become aware of the 3-Reasons-Why approach creeping into my blog post headlines. Social media mavens Jay Baer and Michael Gass have both recommended this approach to me. (To be fair, they have recommend other approaches as well.)

But for a copywriter, it feels like a cop-out: The blogosphere is awash with 3-Reasons-Why type headlines, just as advertising used to be in its infancy.

It’s hard to create a distinct voice for your brand when you’re doing what works for everyone else, whatever the medium.

Guess this post needs a new headline then, huh.

Why it’s hard to get more cattle to your blog

26 Nov

Google “increasing traffic to your blog” and you will see thousands of entries.

If you think of your readers as traffic, you are cold-hearted, flinty-eyed and likely count your money secretly when no one is looking. They – we – are  people, readers. Behave accordingly and you will see the results.

Moving on.

All those articles on moving cattle, sorry traffic, to your blog provide innumerable suggestions. I’m going to ignore them all – with the exception of Seth Godin’s memorable list here of 56 tips, which you should click on immediately.

Instead I want to offer my 3 biggest pieces of personal advice.

1. Write about interesting shit and do it in a memorable way. I tend to read blogs that deviate from the commonly held opinion. I am interested in getting to know the writer, not just get second-hand regurgitation of some blog he or she read. I avoid the ones that look for controversy for the sake of it. Or who disrespect their readers in the pursuit of virality.

2. Be a good host. As the author of a blog, you are out to enhance your reputation, not be right at all costs. So engage in interesting debate and be prepared to cede the point. It’s your blog, so you’re the host. Be gracious. I note a blog where the writer is lazy about responding to comments from people who agree with him but is like an angry wasp when someone doesn’t agree. Usually the rebuttle goes up within 60 seconds of the contradictory point of view. I don’t want to hang out with people like that. If you want people to see you as a thought leader, you should be as confident in what you believe in, as you are patient with people who don’t agree.

3. Do the time. If you’re already providing great content and being a good host, plus using blogging best practices in terms of building your readership (RSS feeds, tagging, networking, guest blogging and commenting etc.) the final thing you need to do is stick it out. Unless you’re Seth Godin, solid readership takes time. Not much fun if you don’t love writing the things!

Closing with something Jay Baer said about social media which applies beautifully to blogging: If you don’t like doing it, you suck at it.