How CMOs Can Stay Fit With Their Busy Lifestyle

The role of Chief Marketing Officers is growing day by day. With all the advancements in technology and sophistication of the web over the past decade, marketing is truly becoming a task that never sleeps.

That being said, factoring the time to stay fit can be extremely difficult in this high-level position. As a good deal of the job involves sitting at a desk staring at a computer screen, making an effort to prioritize fitness is absolutely essential for a long, fruitful life. Studies have found that sitting too much can be detrimental to your health. Some even indicate that it’s worse than smoking.

As busy as CMOs are, there are plenty of ways to stay fit both inside and outside the gym. Here are a few key points to consider.

Create A Routine And Stick To It

While the finer details of a CMO’s routine will vary quite a bit, adopting a reliable structure that budgets the appropriate amount of time to address both physical and mental health is critical for staying fit and avoiding burnout.

In addition to waking up at the same time, eating breakfast, and showering in the morning, a good strategy to get through the work day is to block up your time. For instance, try to keep your “screen time” separated into blocks of 25 minutes. In between, take five or so minutes to stand up and move around to keep the blood moving.

Either before or after business hours, try to budget an hour or so 2-3 days a week to work out. Going beyond staying fit, hitting the gym is a great way to disconnect for a while and blow off steam.

Eat Wisely

As important as it is for a CMO to find time to work out, having a proper diet is even more vital to staying fit. For starters, skipping breakfast is one of the biggest mistakes you can make as a professional. For one, it can have a bad effect on your attitude and judgement. Second, it can slow down your metabolism, making it harder for your body to process meals later in the day. Starting with a high-protein, low carb meal can help you stay productive throughout the day. If there is one meal you shouldn’t skip on, it’s breakfast.

When lunchtime rolls around, it can be tempting to stay at your desk and try to get as much done as possible while eating. Given the workload that comes with being a CMO, it can be very easy to either reach for a convenient (unhealthy) snack, or end up skipping the meal altogether. For this reason, it’s best to separate yourself from the work area while eating lunch.

After a workout, it’s extremely beneficial to supplement your diet with a healthy source of protein. While many types of protein powders can give you great results, it’s recommended to stay away from whey, as it can lead to bloating and indigestion. For CMOs, who must constantly be on the ball, opting for plant-based alternative can do wonders to keep energy levels high throughout the entire day.

“I normally schedule my daily workout in the early mornings before business hours, says Charles Weller, CEO of Ground-Based Nutrition, manufacturer of plant-based superfoods. “For years, I was using whey protein and finding my stomach would get upset in the late morning, making it really tough to focus. Once I made the switch to a plant-based powder, I could stay motivated all day and not be tempted to take a nap around noon.”

In the hours when you need to be at your most productive, do your best to stay away from greasy meals and junk food. All these will do is slow you down. As a CMO, that is the last thing you need.

Get Plenty Of Sleep

Even though marketing never sleeps, all humans need to. Valuing sleep is a common habit amongst the most successful people in the world. Sleepfoundation recommends adults get between 7-9 hours per night. Unfortunately, many professionals don’t meet this criterion. In fact, a survey of 3,200 American workers conducted by CareerBuilder, reported by Fortune, found only 16% of respondents claimed they get a substantial amount of sleep every night.

As a CMO, there is a lot that depends on you. Therefore, you (and your company) cannot afford to be anything less than 100%. In addition to being more effective and alert throughout the day, hitting the target amount of sleep can reduce your risk of heart disease, diabetes, obesity, and provide a plethora of other benefits

Many times, it can be hard to power down your brain at night between emails, looking at website data, social media analytics, etc. Performing these tasks late at night stimulate your brain and make it harder to fall asleep. The key is to find a time in the evening to disconnect from electronics.

Doing this will give you time to unwind and fall asleep at a good hour. Sleep is perhaps the most important ingredient to staying fit and healthy. Don’t cut any corners here — you can approve that new campaign first thing next morning!

Stop Making Excuses

In the busy lifestyle of a CMO, it’s incredibly easy to put work in front of your health. Fighting the urge to stay up late to get some extra work done, putting off meal times, or skipping a workout will be a never-ending reality of the position. Staying fit while bringing a brand into the future is by no means a simple feat. It all comes down to discipline and motivation.

True, your career is extremely important and your clients need that brand awareness every moment of the day. But, your health should always come first. Neglecting it won’t do you, your company or agency any good in the long run.

More On Your Plate

As if CMOs don't have enough on their plates already more and more CMOs are being asked to oversee the entire Customer Experience. 

Download this guide to learn how businesses can set CMOs up for success using four of Constellation’s primary business research themes, including Next-Generation Customer Experience, Digital Marketing Transformation, Matrix Commerce, and Data to Decisions.

 
This article originally appeared on Forbes
 
Image source: Pexels
 


Oracle Blogs | Oracle Marketing Cloud

When a Client’s Website is Sabotaging Their PPC Success (And What One Agency Did About It)

Digital marketing agency Webistry helped the fine folk at a local dentist office (pictured above) secure 400% more conversions by convincing them to not send PPC traffic to their website…

As the Search or Acquisition Marketer at a digital agency, many obstacles can stand in the way of getting your clients more conversions. Maybe your copy isn’t quite capturing the offering’s unique value? Maybe you’re seeing diminishing returns optimizing in AdWords?

Or maybe it’s your client who is standing in the way of their own success. More specifically, it could be their website sabotaging paid advertising efforts.

Stefano Apostolakos of Montreal-based Digital Agency Webistry experienced this first hand when consulting for a local dental clinic, Centre Dentaire Les Cours. His client, Co-Owner Alex Aoun, had just invested a ton of money into their new website, and he was amped to start sending paid traffic to it so they could book more appointments via email and phone.

Thing is, the traffic they were sending to the dental office’s newly minted website just wasn’t converting. 💸  Stefano explains:

We were running paid ads for multiple dental services all leading to the same generic page within [the client’s] site with poor performance: [we saw] conversion rates under 1% combined for forms and phone calls.

Based on industry averages for pages in the health vertical, this was pretty low (the median conversion rate for landing pages in this industry is 2.8%) — and Stefano knew the agency could bring in better returns if they focused on the post-click experience.

Psst. See what conversion rates typically look like for landing pages in the health industry (and several other industries) in the Unbounce Conversion Benchmark report.

Thus began Stefano’s journey toward convincing Alex to bypass the fancy new website altogether and instead send their PPC traffic to dedicated landing pages for each campaign.

The new plan to direct ad traffic to landing pages increased the dental clinic’s conversion rate from under 1% to upwards of 5%, but it also brought them:

  • A better Quality Score
  • A drop in Cost Per Click
  • An increase in impression share
  • A better night’s sleep, probably

Here’s exactly how Webistry did it (and how your agency can too).

The first hurdle: Convincing your client their website isn’t making the cut

Stefano’s dentistry client Alex had just spent big money on a website he was proud of. It had modern design and listed all of the dentistry’s specialized services in great detail: dental implants, wisdom teeth extraction, whitening, emergency services and more:

The site was beautiful (which is sometimes half the battle), but paid traffic from ads to the generic services page just wasn’t converting. Stefano suspected that it was because prospects who were clicking on specific search terms were getting confused after being sent to a generic, catch-all page.

He knew that a more targeted approach to his client’s PPC campaigns was the answer. But when he suggested building a page per dental service (one for whitening, one for emergency, one for dentures), the client pushed back — and to be fair, Stefano understood why:

He’d just dropped a ton of cash on a new website, why would he need to invest even more money in something new?

Stefano convinced his client to hop on the phone. He wanted to explain exactly why he thought landing pages were the smartest thing his client could invest in next. He focused in on two main concepts:

  • Stefano explained that if prospects click on an ad for teeth whitening but land on a generic services page with wisdom teeth extraction listed at the top, this causes cognitive dissonance — and this confusion makes prospects bounce.

    People who search for and then click on an ad with “teeth whitening” in the headline expect to land on a page with “teeth whitening” in the headline.

  • Second, Stefano explained the importance of attention ratio. If prospects click on an ad for teeth whitening but land on a page with a ton of external links, they can easily lose sight of the action they were trying to complete — booking an appointment, for example.

    If the client continued to send traffic to the generic website, there’s a chance prospects could get distracted with the Facebook icon in the sidebar, click through and see a competitor’s display ad in their feed (you can kiss that lead goodbye!).

    Landing pages, on the other hand, narrow a visitor’s focus and get more people to follow through with the intended call to action.

With this, the client was sold on running a test — a proof of concept of sorts. And they weren’t disappointed:

After sending traffic to landing pages we created from Unbounce templates, we immediately saw a lift in conversions from 0.8% [on the client’s previous site] to 1.6%.

This gave the client the confidence to let Stefano double down on their PPC ad to landing page strategy.

The real game changer: Dedicated pages for each offer

Once Stefano had buy-in from his client, he set out to create hyper-targeted landing pages for every single service offered by his dentistry client — from Invisalign to emergency services to root canals.

Now, if a prospect searches and clicks on a text ad for “laser teeth whitening”…

…they land on a page that addresses their search intent and reinforces they’ve made “a good click”:

Click to view full-length landing page.

Similarly, if prospects click an ad for “emergency services”…

Translation: “Emergency dentist in Montreal – Do your teeth hurt? Get a same-day appointment, Monday through Friday. All types of emergencies accepted.”

…they’ll land on a page with a headline that matches the ad’s copy:

Translation: “Do your teeth hurt? Wait no longer! No matter what your emergency is, we can help you out right in downtown Montreal.” Click for full-length landing page.

The branding of these landing pages matches that of the client’s website, and the extra real estate afforded by a full, dedicated landing page also gives Stefano and his client more room to:

  1. Educate clients about their services: For example, their whitening landing page compares the four different whitening procedures in depth: the prices, duration of each treatment and even which is most popular. This is key information some prospects will need before booking a procedure.
  2. Build trust: Stefano has found that showing the team (the dentists, the specialists, the hygienists and even the receptionists) humanizes the services offered by the dental clinic and helps to build credibility.

Overall, Webistry created a better experience for his dentistry client’s prospects and allowed them to find exactly what they were searching for. In turn, this brings Stefano’s client better results for their PPC campaigns:

Now that we’ve built custom, unique pages per campaign (per service type), conversion rates are in the 5%+ range (combined forms and phone calls).

Stefano has created campaigns and dedicated landing pages for several of his client’s services: dental implants, wisdom teeth extraction, whitening, emergency services and more. His highest-converting campaign landing page for Centre Dentaire Les Cours — for the emergency services page — converts at 12.37%.

Not too shabby.

Drive more leads and revenue from PPC campaigns with dedicated landing pages. Try Unbounce for 30 days free today.

Bonus: Keep delighting your prospects by increasing conversions month after month

This strategy brought Stefano’s client a better conversion rate along with many other gains: a better Quality Score, a drop in Cost Per Click and a better impression share. Getting his client clicks at under a dollar is a big deal when the customer lifetime value of a dental clinic is pretty darn high. 💪

As an added bonus, using dedicated landing pages makes A/B testing campaigns a breeze. This means that Stefano and his agency can continue to improve his client’s conversion rates month over month.

This makes Stefano’s agency services indispensable to his client and makes them more likely to keep doing business with Webistry. Here’s how Stefano’s client, the clinic’s Co-Owner Alex Aoun, put it:

There’s no better feeling than realizing your receptionist is too busy to handle the increase in phone calls and email inquiries. When you need to hire a second receptionist to keep up, you know you have a good problem on your hands!

Pretty sweet if you ask me — so sweet it’s makin’ my tooth hurt.


Unbounce

Uber and Yandex merge their ride-sharing services to form a new $3.8 billion company targeting Russia and neighboring markets


Here’s a bolt out of the blue: Uber is partnering with Yandex, the Google of Russia, to launch a new standalone company that merges their respective ride-sharing services to target Russia, Kazakhstan, Azerbaijan, Armenia, Belarus, and Georgia.

The new company, tentatively titled “NewCo,” will be 59.3 percent owned by Yandex, 36.6 percent owned by Uber, and 4.1 percent owned by employees. Additionally, Uber will roll its UberEats food delivery service into the new venture.

Though Yandex is perhaps better known for its online technologies across Russia and nearby regions, it has actually operated an Uber-style taxi-hailing app for a number of years already, and it recently announced it was slashing its prices to stay ahead of the local competition, which includes Uber and Gett. Uber, for its part, has faced stiff regulatory hurdles in Russia and though it was given the green light to continue operating in Moscow last year, it was restricted to only using licensed taxi drivers.

As a result of this new deal, Uber is investing $ 225 million into NewCo, with Yandex only stumping up $ 100 million and the post-money valuation pegged at $ 3.725 billion.

That Uber is putting more cash into the new company, yet is only gaining a little more than one-third of the ownership, indicates that Yandex holds a much larger share of the local market, and Uber has effectively failed to overturn the incumbents. Indeed, according to a set of slides issued by Yandex, it is currently on track to do 285 million rides in 2017 across the various regions, while Uber is on for more than half of that, at around 134 million.

Above: Uber vs. Yandex

The announcement also echoes a similar move Uber made in China last year, when it chose to be swallowed by local etaxi giant Didi Chuxing in a $ 35 billion deal rather than continue to haemorrhage cash in its efforts to infiltrate the local market. The more modest nature of this latest tie-up with Yandex reflects the smaller market in question, but it also goes some way toward improving Uber’s balance sheet.

“Combining our business with Yandex will give us a very significant stake in a new company which will initially serve more than 35 million trips each month and operate in an incredible 127 cities in six countries across the region,” explained Pierre-Dimitri Gore-Coty, Uber’s head for EMEA, in an email sent to employees. “Uber will also have three of the seven seats on the new company’s board and — together with the $ 225 million cash investment we are making in the new company — our 36.6 percent ownership stake will be worth almost $ 1.4 billion.”

The new company — which will be headed up by Tigran Khudaverdyan, who currently serves as the CEO of Yandex.Taxi — will also tap Yandex’s existing technologies, including maps and navigation.

Once the transaction is complete, which is expected to happen in Q4, riders will be able to use both Yandex and Uber apps, but the driver apps will be integrated, “leading to shorter passenger wait times, increased driver utilization rates, and higher service reliability,” according to a separate Yandex statement.

It’s also worth noting here that Uber’s and Yandex’s boards of directors have already approved this deal (as you’d expect) and shareholder approval isn’t required — the only potential sticking point would be regulatory approval.

Social – VentureBeat

Is Facebook Getting Better or Worse? Top Experts Share Their Thoughts

Facebook has made the world both a smaller and more crowded place. With two billion users in the fold, the site can feel cluttered from time to time. News feeds run rampant with large chunks of text, videos and photos from around the globe, as well as targeted ad after targeted ad. With so many different elements popping up at once—and with no clear rhyme or reason to them—it’s easy to get lost in this sea of social media posts.

For marketers, this is both a pro and a con. Although Facebook’s algorithms offer advertisers tremendous opportunities to reach target audiences in mass numbers, the platform’s overwhelming news feeds often make it difficult for ads to make an impact on consumers. Making brand impressions on Facebook is tough, but can it still be done?

SME asks a range of social media experts for their opinions on Facebook’s cluttered yet still powerful presence:

Q: Facebook, in theory, is working hard to clean up your feed. What’s the best thing about Facebook right now from a personal usage perspective or as a marketer?

Andrea Hofer, Global Social Media Manager at Philips Healthcare: The fact that Facebook has to worry about fake news demonstrates its power as a player in shaping public perception. Twitter is doing work in this area as well. Their new Moments feature (collections of tweets around newsworthy topics) is curated internally by a Twitter team to make sure the news is not fake. Facebook’s power for me is in its ability to keep me in contact with my weak connections. I can read about my high school peers’ struggles with parenthood or look up a couch to crash on in the cities former coworkers have scattered to. People don’t vanish from your life anymore.

Jennifer Forrest, Director of Social Media at DEG Digital: From a personal user perspective, the most interesting aspect of Facebook right now is the headway it’s making in live video. As a marketer, it is the ability to use an incredible amount of data within the platform to target users with content, without it feeling obtrusive.

Stephen Monaco, Founder of Future Marketing Institute: The best thing about Facebook right now from a marketing perspective is the ability to use flex targeting to serve ads to prospective customers with laser precision. The best thing regarding personal usage is the knowledge exchanged within closed Facebook Groups.

Jason Falls, Founder of Conservation Research Institute: The best thing about Facebook from a user perspective is they’re still not selling our data out. It frustrates the crap out of me because I spend most of my time trying to analyze what people are saying online and about 2/3 of the conversation online is on Facebook. So I can only accurately report on the other third. For the longest time people claimed Facebook was a big privacy violation network. The truth is, they use your data to allow their advertisers to target more granularly — which theoretically makes the user experience better and supports the company — but that’s about it.

Drew Neisser, CEO of NYC-based Renegade LLC: Putting on my marketer hat, I continue to be in awe of Facebook’s ability to reach tightly defined targets and motivate them to take an action whether that is to watch a video, download an app, click to learn more or even buy a product. I have little doubt that Facebook will remain an important marketing channel for just about any business for many years to come.

Q: What’s not working?

Joel Comm, Author, speaker, brand influencer: Unfortunately, Facebook’s approach to dealing with #FakeNews is partisan and not balanced. I still love Facebook as a platform and am a big fan of Facebook Live. But I am concerned at their approach to dealing with content.

Josh Steimle, CEO of Influencer Inc: Facebook has gotten clunky, like a house that started out with a few rooms, but has undergone 20 additions–each of which made sense at the time–but which now adds up to a big mess. Sure, it’s still a great platform for users and marketers, but it would be nice to have an overhaul that takes into account where things are today and builds for current use, as well as the future, so we don’t have to deal with this cobbled-together blob with too many options, many of which aren’t placed where you would expect them to be.

Hofer: The diluted value of news feed content. One could blame the ad-focused algorithm but sometimes the ads are better targeted to me than the rest of the content. I should be glued to it; after all, if I were to get an actual distillation of the fascinating things happening in the lives of all my connections, I’d visit at least daily. A good fix would be tagging. When I push live a post, let me select from a few tags like “life event” “party/celebration” “baby pics” “travel” “sports” “politics” etc.—maybe even with image/text analysis pre-selecting the most likely option. If I could filter out politics ALONE, my feed would be a much happier and more engaging place.

Forrest: The worst thing about Facebook right now is just the general overconsumption of media. With Twitter, you get bite-sized bits of information that are easier to consume. With Facebook, it’s this wide-eyed look that’s cluttered and almost too much for your mind to handle. Facebook’s newsfeed is in need of another overhaul, which could help make media more manageable.

Monaco: The worst things will always be people posting every single humdrum thought that passes through their mind, and photos of what they had for lunch!

Falls: The worst thing about Facebook is I’ve hidden approximately 12,743 posts with a certain politician’s picture in the post because he makes me sick to my stomach and its algorithm hasn’t yet figured out to stop it.

Neisser: My feed is a mess right now but I hold myself partially responsible as I’ve welcomed way too many acquaintances as “friends.” Time to be a little more disciplined with my Likes so I see more stuff from my family and the friends I really care about and less from those that shouldn’t have been there in the first place!

While many appreciate Facebook’s sheer reach, the social media site appears to have a lot of content to clean up. Simple changes to Facebook’s presentation, such as news feed filter options and layout changes, could help users get more out of the experience. These tweaks may also lead to greater brand impressions on Facebook for marketers. Until then, we’ll have to do all the sifting mentally as we scroll.

The post Is Facebook Getting Better or Worse? Top Experts Share Their Thoughts appeared first on Social Media Explorer.


Social Media Explorer

For B2B Brands and Their Agencies, It’s Time To Get Down To Business

So many things in the world are changing, literally as we speak. So why wouldn't the relationship between brands and their agencies change, too? 

According to a study conducted by Forbes Insights and sponsored by Oracle Marketing Cloud, 60% of brand/agency executives say their roles and responsibilities have changed significantly over the past two years while another 48% of marketing executives say evolving brand and agency roles are making successful collaboration more difficult.

Mark Roberts, CMO of ShoreTel, says the shift in roles is noticeable. “Agency relationships have evolved dramatically over the last few years, primarily as they have explored how to become more strategic in the relationship and as marketing groups have struggled to keep up with the pace of change in technology.”

This Is Changing Everything

Data and analytics have changed the face of B2B marketing and the relationship between brands and agencies. But make no mistake about it. At the heart of these efforts is a drive to effectively gather and mine rich sources of customer data.

In fact, when asked to identify which area will see the greatest impact from more effective collaboration between brand and agency peers, the number one response among the survey respondents was capitalizing on customer data/analytics.

Kevin Koh, CEO of DDB Group Korea, says the coming together of all data is vital. “We are aware that a client will have their own data and their own opinions on what they believe will be best for their brand. But we will also have our own data. We need to collaborate together so that we can share the data and create campaigns and strategies that will create long-lasting impact.”

There is much work to be done though as 40% of respondents say their organizations don’t effectively use customer data to create new marketing programs. And almost as many— 38%—don’t effectively create and deliver timely content tailored to specific customer personas.

Enter Technology

Tech of course plays a major role considering many of the marketing technology tools live on the B2B brand side—such as the marketing automation system with prospect contact information. The agency will likely need access to the results of marketing campaigns, either directly or indirectly, but that doesn’t mean they have to own and manage the tool.

There is a lot more to this story. Download Getting Down to Business B2B Brands & Agencies Working Together and learn how B2B brands and agencies are translating collaboration into engagement. 


Oracle Blogs | Oracle Marketing Cloud

Instagram Algorithm: How Marketers Should Alter Their Strategy

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Do you use Instagram to showcase your business? Have you heard about the new algorithm and other changes? Sue B. Zimmerman joins us to explore the latest Instagram updates. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and […]

This post Instagram Algorithm: How Marketers Should Alter Their Strategy first appeared on .
– Your Guide to the Social Media Jungle

How the New Music Moguls Write Their Own Rules

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Guest post by David Deal (@DavidJDeal) author of the new [free] ebook, “The New Music Moguls

How do you succeed in an industry that faces constant disruption?

The music industry has been asking itself this question ever since Napster crashed the party. As it turns out, elite musicians such as Rihanna and Taylor Swift, who routinely earn millions year after year, have been providing answers all along. They write their own rules for success, including a willingness to use their music as a springboard to build resilient brands that transcend the industry. Call them the new music moguls.

To better understand how the new music moguls roll, I recently examined the artists who appear regularly on the annual Forbes list of highest-paid musicians, as well as a few who will certainly make the 2016 list later this year. The 31 names on the 2015 list made huge bucks, starting with Katy Perry, with $ 135 million earned. The lowest ranking musicians, Dr. Dre and Maroon 5, made $ 33 million each — not a bad haul even for those at the bottom rung.

The new music moguls matter not just because they make money — although their financial gains certainly constitute a yardstick by which their success is measured — but also because they are willing to adapt to a changing industry. As Katy Perry told Forbes, “Music has changed. The record is that launching pad for all kinds of other creative branches.” Recorded music in and of itself does not pay the bills unless an artist knows how to play ball with brands.

The industry’s biggest stars build their fan bases with music, but they make their money elsewhere. The Jay Zs, Taylor Swifts, and Justin Timberlakes cash in from touring, forming endorsement deals with brands, and by launching their own business ventures. They treat their own music as branded content hustled across multiple media to raise their profiles and support their tours.

And who can blame them? Consumers just don’t buy enough recorded music anymore to support the performers we say we love. The old rules, such as releasing an album and then touring to support the album, don’t work anymore. And while the new music moguls were not the first musicians to dip their toes into the world of endorsement deals and merchandising, they’ve certain taken these practices to a new level.

Let’s take a closer look at three examples.

Beyoncé and Katy Perry: Hustling Songs like Content

Katy Perry made her $ 135 million in 2015 from touring (playing 126 shows and earning $ 2 million per venue) and endorsing products such as Claire’s, Coty, and CoverGirl. And Beyonce may earn as much as $ 250 million by the time her Formation tour wraps up July 31. Beyoncé and Katy Perry both demonstrates how stars treat music as branded content that fuels a number of broader endeavors.

For instance during the 2015 holiday season, Katy Perry debuted her song “Every Day Is a Holiday” in an H&M commercial and streamed the track into H&M stores. She also modeled the H&M holiday collection. Why? Because she was releasing her own line of holiday-themed onesies. What better way to draw attention to her own line of apparel?

But Beyoncé took song hustling to a whole new level when she released “Formation” during Super Bowl 50. She relied on two important media: video, where she could accumulate millions of views within a day of its release, and the Super Bowl 50 halftime show, where she could command a global platform. And she took every advantage of the opportunity by unleashing a controversial song that gained her so much media attention that she was out trending Hillary Clinton, Bernie Sanders, and Donald Trump on Google for several days following the Super Bowl.

Why would one of the world’s most powerful musicians, whose net worth exceeds $ 250 million, release a song that anyone can stream for free? Because her Formation World Tour is just around the corner, and “Formation” is a perfect advertisement for the tour. Controversy creates conversation. And conversation creates curiosity. It’s no coincidence that the Formation World Tour was selling out in venues across the United States immediately when tickets went on sale after the song was released.

Not a bad rate of return for a song.

Rihanna: The Art of the Co-Brand

Musicians and brands have been cozying up to each other for decades. But new music moguls such as Rihanna are going well beyond the time-honored practice of hawking products or accepting money for tour endorsements. They’re creating relationships that re-imagine the role of the brand and the artist.

For instance, Rihanna’s $ 25 million relationship with Samsung puts the corporate conglomerate in the role of music distributor. When Rihanna released her new album Anti on January 28, she found a way to go platinum and make money within 15 hours: Samsung bought 1 million copies of the album and gave them away. For Rihanna and Samsung, Anti going platinum is not about record sales — it’s about creating a moment that earns attention for two giant brands at a time when attention is currency, as Brian Solis has noted. And Samsung is also sponsoring her Anti World Tour, where the real money is made.

On the other hand, Rihanna’s relationship with Puma takes her personal brand in a different direction completely. Rihanna had already branched out beyond music with the release of her own fragrance line. She cracked the sportswear fashion industry when Puma named her creative director for its women’s collections, thus updating a cobranding model that Jay Z and Reebok started in 2003. The news helped re-contextualize Rihanna’s personal brand into the realm of style and fitness (just as fashion has done for hip-hop stars for years) although how much money she makes from the relationship is unknown (I doubt the sum is insignificant). After making headlines for her music, she was appearing in publications such as Vogue. Months later, it became apparent that the appointment was no gimmick. Her limited edition Creeper collection was credited with boosting Puma’s quarterly earnings beyond expectations. And Puma is a sponsor of her world tour.

Rihanna’s transformation into a global fashion and music brand is now complete. And it’s a wise move. In the fickle world of music, you are only as good as your last YouTube video. By expanding beyond music, Rihanna has diversified her brand and created more revenue streams, as a smart conglomerate should.

Hustle and Flow

Creating innovative relationships with brands. Hustling content everywhere. Those are among the lessons that the music moguls teach any marketer, inside and outside the music industry. The moguls have many other lessons to share, which I discuss in a recently published ebook, The New Music Moguls. The biggest lesson of all, though, is this: in a disrupted industry, you need to change your assumptions before someone changes them for you.

 

The post How the New Music Moguls Write Their Own Rules appeared first on Brian Solis.


Brian Solis

Indian government ranks ministers on their Twitter performance

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The Indian government has ranked its ministers on the basis of how quickly and efficiently they respond to people’s requests on Twitter. The survey, which was reportedly conducted by Prime Minister Narendra Modi’s office, put foreign minister Sushma Swaraj in the top position.

Modi is famous for his use of social media and has the third-highest number of Twitter followers in India, behind Bollywood actors Amitabh Bachchan and Shah Rukh Khan. Several ministers in his government have also been using Twitter as a tool of governance Read more…

More about Twitter, India, Social Media, and Internet Governance


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