Community Building

The Passion Point: When Brand Like Turns Into Brand Love

November 6, 2014

Earlier this decade, Patagonia made a rather bizarre plea to its customers: Stop buying our stuff.  The outdoor apparel brand launched a marketing campaign designed to ask customers to reconsider their shopping habits.  To stop buying new coats when their current one was just fine, to stop indulging in spending sprees on Black Friday and […]

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How a Passionate Community Formed Around 5 Million Toys Lost At Sea

October 23, 2014

On Feb. 13, 1997, the ship Tokio Express was bound for New York when it was struck by a huge wave about 20 miles off the coast of England.  As a result, dozens of shipping containers were thrown overboard and into the sea.  Among the lost cargo was almost 5 million Lego toys and pieces. Almost […]

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IKEA Shuts Down Popular Fan Site IKEAHackers

June 17, 2014

A few years ago, the band Blink 182 was getting ready to release its new single.  It went to YouTube and found thousands of instances where fans of the band were illegally using its music in homemade videos. The band cataloged over 100,000 instances of copyright infringement by its fans, then instead of sending lawyers […]

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Five Proven Ways to Build More Engagement On Your Brand’s Blog

March 6, 2014

One of the biggest struggles that blogging brands face is creating engagement with their customers.  It’s tough to sell your boss on how effective your blog is if none of your customers are reading your content.  Here’s five proven ways to not only build readership, but convert passive readers into active participants on your blog: […]

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Sharing Your Voice Versus Building a Platform

February 13, 2014

Yesterday was the best traffic day ever on this blog.  I checked and the 2nd best traffic day came in January of 2011 and the 3rd best in July of 2009.  In other words, it took a long time and a lot of work to reach yesterday. Something else I noticed as I was going […]

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What Are the Top 3-5 Reasons Why I Won’t Do Business With You?

February 10, 2014

We are self-selecting buyers.  Thanks to the huge amounts of information, opinions and data available online, we can research any type of purchase decision beforehand, and know whether or not it makes sense for us.  This takes the ability of your brand to ‘sell’ me completely out of the equation. Or does it?  Last week […]

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How to Expand Your Reach in Social Media When You Have No Budget

January 30, 2014

Last night I was thrilled to join Full Sail University for a special Think Like a Rock Star webinar.  It was an amazing turnout, and I wanted to talk about one of the questions that an attendee asked. Someone wanted to know how you can expand your reach in social media when you have no […]

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Stop Chasing Shiny Objects, Invest in the ‘Classics’

January 27, 2014

A few years ago an agency approached me and said they had figured out a plan to get ahead.  They were seeing at the time that Twitter was growing like a weed in the South in August, so they were going to hire a ‘Twitter person’.  This person would be an expert at using Twitter, […]

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The Death Knell for Social Networking Sites: Mainstream Usage

January 17, 2014

The first online portal I joined was Prodigy in 1991.  It was actually a great experience, there was just no one there.  But the few people that did use the mostly text-based service were very friendly and it wasn’t unusual to interact with someone on one of the pseudo-message boards and share your home address […]

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Seven Business Books to Make You a Better and Smarter Marketer in 2014

December 2, 2013

I’m often asked about what some of my favorite business/marketing/social media books are.  Here’s seven of my favorites that will make your job as a marketer much easier in 2014: Content Rules – The ultimate guide to content creation.  Walks you through how to create compelling content and the different ways in which you can […]

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The Passion Conversation: A Q&A With Author John Moore

October 23, 2013

It’s no secret that I’m big fans of the gang at Brains on Fire.  You probably know them for their work with client Fiskars in helping to create and develop The Fiskateeers movement, which is a staple case study at marketing and social media conferences, and for good reason.  I used it as a case […]

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