As the global consumer base continues to shift away from traditional advertising and more towards reviews, recommendations, and social media to inform their purchase decisions, many brands are beginning to create their own content, or letting their customers create content for them. The aim of this branded content is to stimulate conversations, discussions, and viral “buzz” around their brand, as opposed to selling the consumer outright on their product. Industry influencers such as Richard Edelman think this is the wave of the present and future for marketing practice. We here at Zenzi agree, but we also believe that to optimize the reach and effectiveness of any branded content, it must speak to the core values of the target audience. Our data shows that content targeted to values is more likely to be shared, becomes more a part of the consumer’s identity, and leads to greater brand connection.
It’s no secret the field of public relations is changing dramatically. What can you do to stay at the top of your game? At Zenzi, we believe that having great media connections is only just the beginning. Now’s your chance to put your talents to work across emerging communications platforms like social and digital. Our campaigns go beyond traditional marketing, using psychology and data science to motivate and inspire action. If you’re ready to learn from the best and take your skills to a new level, Zenzi could be the just the place for you.
Have you mastered the answer to the most important question about your brand?
Not just what industry are you in, or what technology are you based on? But who you do you help? And how do you make their lives easier?
Zenzi is seeking a PR Contractor with experience in pitching National consumer media, as well as demonstrated success in booking coverage within San Diego, Orange County and Los Angeles media. This is a part time/contract position with opportunity to grow to full time/permanent in the near future.
With 2014 upon us, it’s nice to reflect on the events of the previous year. What happened? Who got it right? Who got it wrong? And who were the real winners and losers?
Have you ever had dinner with someone that manipulated the conversation and only talked about him or herself all night? Not too fun, right?
Consider the same as you look at your own content.
In presenting Zenzi’s capabilities to a potential new client last week, the marketing team asked an important question that I realized I have been answering more and more often lately.“Do you have an expert at your company who focuses only on social media?” The answer (a resounding No!) speaks directly to the heart of what makes Zenzi different.
She calls herself a hype-wrangler. Leave it to Kendra Wiig to bring spunk and creativity to something as mundane as a job title. Getting the word out there, making sure she is representing her company as best she can, bringing in new users, but making sure the hype doesn’t get out of control (i.e. to never promise something and under-deliver) are a few of her responsibilities as the Social Marketing Manager Closely, a technology startup based in Denver. Closely builds products for small businesses, notably the app Perch, which delivers a live, personalized stream of social media and promotion activity for businesses in the neighborhood, helping keep tabs on one’s competition.
While interruption marketing has its place, today communicating with customers has subtly evolved from the push tactics of the past to inbound methods to draw customers to you.
One of the questions I asked Drew Frey, the social media and community manager of the tech startup SocialEngine and FanMix, was ‘where he saw himself professionally in 5 years.’ His immediate response was to throw his hands in the air dramatically, and quip “Whoa! I’m so nervous! I feel like I’m really on a job interview here. Jeez!” which of course made me chuckle. But then he paused pensively, formulating a genuine reply, and said, “Well, It’s kind of weird, but I honestly love what I’m doing.