Getting Trumped in Digital Marketing


A lot has been made of Donald Trump’s use, or abuse, of social media, especially his late-night Twitter tirades. At the beginning of summer, before the Republican presidential nominee’s “grab ’em by the pussy” meltdown, I wrote a blog post for Above the Fold Media, using Mr. Orange Head as an example of someone who has a poorly thought-through digital marketing plan.

I point out that Trump has been criticized for his narrow use of social media and not having a “ground game” – a sophisticated cross-digital media strategy to get out the vote, especially in all-important swing states. As a result of his lack of social media presence, Clinton’s campaign website was, at that time, recording five times the traffic of the Donald’s, and may be one reason she was trumping him in online donations.

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Drowning in Content


Content marketing is still everybody’s favourite new boy toy. But he is getting a bit older and more worn, and has to work harder to command attention in a increasingly competitive market.

Sure, he remains cute. A fresh stream of content is still the way to get noticed online, to up page rankings, to establish yourself as an authority with your market and to build customer relationships. But the trouble is the sheer volume of content being produced. We’re drowning in it. There’s more information being posted than there are eyeballs to read it. I’ve heard that as many as 27,000,000 new new pieces of content are  produced and shared online daily.

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Journalists Telling Brand Stories


Recently I did work for /newsrooms in Toronto, creating a “bucket” of 100 tweets for one of its corporate clients. The tweets weren’t extolling the benefits of the brand but providing content of real interest to potential customers.

Founded by Chris Hogg and Sabaa Quao in 2012, /newsrooms is dedicated to telling brand stories through “continuous content marketing and social media coverage.” The company draws on the combined talents of journalists and marketers to do real-time publishing about brands, in the same way that organizations like CNN, Reuters and BBC World News Service cover the news.

“[/newsroom] is not a pure marketing play where a journalist is being asked to convey a message about a brand,” says Hogg, a graduate of the Ryerson School of Journalism, in a October 2012 interview with Digital Journal. “They’re not being specifically asked to promote or tout something, but instead covering what a brand is doing the way a journalist would cover an event, for example.”

To tell all the brand stories that are fit to post, Hogg and Quo have set up traditional newsroom structures for clients, with editors, correspondents, etc. So honed storytelling skills are paired with new technologies and, in a era where newspapers are pruning staff and resources, some experienced journalists are getting a second life.

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CM1 Asks What’s in a Name?


The most surreal moment of the first CM1 Community Manager Conference, held last Thursday in Toronto’s Second City Theatre, came when the cosplay characters filed onto stage. Speaker Jonathan Sy, senior director of Edelman Digital, showed that he had taken his crisis-management topic to heart, “When Shit Hits the Fan,” by continuing nonplussed after the unscripted intrusion had ended.

Apparently the costumed heroes were part of a stunt to promote Best Buy Canada’s Reward Zone Gamer Club. But bizarre events didn’t end there. Many in the conference followed the public dissolution of Toronto Mayor Rob Ford on their smartphones. There was the remarkable image of city councillors turning their backs on Ford as he spoke. And how about when the leader of the country’s largest city clarified whose pussy he liked to eat? The silver-tongued devil.


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