Category Archives: Marketing

Random Personal Thoughts about Klout

November 19, 2011 – 5:00 pm

Klout is a web service that measures the influence people and brands have in online social networks.  I have heard a lot of other marketers talk about it, but mostly because they have signed up for it. Not because they have used it for business.

Here are some random thoughts I have about Klout that go beyond “I can’t believe my score went down”:

  • As a “measure of influence” it is great at measuring reach.
  • As a “measure of social media marketing ROI” it is not as great. I typically try to measure ROI in three ways: attitudinally, behaviorally and financially. Financial ROI is the most important and also the most difficult to track. From what I can gather, Klout lacks in this department.
  • It fills a huge gap and supports marketers greatly in evaluating the reach or “klout” of the social media users they are targeting for product reviews or mentions. Klout Perks are awesome.
  • The gamification of Klout for users is awesome. Perhaps that is why it has grown so quickly.

Please feel free to share your thoughts as well. And for the record klout score is 36.

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Branding Marketing

Why I hope Nike Drops LeBron

June 14, 2011 – 5:36 am

What’s more self-centered than:

  • referring to himself as the King?
  • refusing to shake hands with winning opponents?
  • plotting to create an unbalanced NBA, giving teams like Minnesota no chance to ever win a championship?
  • leaving his home state team without even giving them so much as a phone call before going on ESPN for “the decision,” a two hour television special announcing that he was taking his talents to South Beach?
  • before winning any championships, suggesting that he would win at least eight in Miami?
  • mocking Dirk Nowitzki and suggested that his cough and 101 degree fever was fake?

How about this quote after losing to the Mavs in the 2011 NBA finals:

“At the end of the day, all of the people that were rooting for me to fail, tomorrow they’ll have to wake up and have the same life that [they had] before they woke up today. They got the same personal problems they had today and I’m going to continue to live the way I want to live and continue to do the things I want to do.”

Thanks for the quote LeBron. I hope Nike drops their endorsement. You don’t deserve it.

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Marketing Mobile

Internet Self-Service Demand and Mobile Technology Changing Healthcare Marketing and Delivery

December 6, 2010 – 9:51 pm

Airport check-in lines, grocery checkout lines and now health care services, wherever possible, consumers prefer to help themselves.

Within the health care industry, delivery and marketing have already been affected by this trend. Online patient education and interaction is enabling hospitals and physician practices to build brand preference before even officially consulting a patient.

The more information shared the more a brand becomes preferred. This is in large part because search engines inherently display sites with more information and more inbound links. In Minnesota, we look no further than Mayo Clinic, whose information library and search engine presence have helped reinvigorate their brand nationally.

Beyond the internet, mobile phone patient education is the future and it is still up for grabs as to which sources will become the most trusted. And for those looking to learn more about this subject, I recommend this video posted by funny enough the Mayo Clinic about the affect mobile technology will have on healthcare delivery and marketing:

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