Part Five: The Shift from Social Media Marketing to Social Care

Part Five: The Shift from Social Media Marketing to Social Care

Part Five: The Shift from Social Media Marketing to Social Care Header Photo by Dawid Zawiła on Unsplash This is the last in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. Part Two took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three made some suggestions on what exactly we should do about it. Part Four…
Marketing in the time of COVID-19

Marketing in the time of COVID-19

The American Marketing Association reached out to several branding and marketing people and firms (including yours truly) and asked what we're seeing and how we're adjusting our approach to our work amidst the pandemic. You can see the quotes here. It's an interesting time. Like all of you, I'm sure, I'm hearing stories from agencies whose business has fallen off a cliff, and some with an increase in activity. Three Over Four is feeling incredibly fortunate and grateful to be in the latter category. I'm not sure what to attribute it to, but client work has increased since COVID-19 really…
Our Unique Approach to Professional Services

Our Unique Approach to Professional Services

It was a privilege to deliver a Professional Services Marketing course at the Chicago headquarters of the American Marketing Association recently, and I’m really stoked to boil it down for a presentation at a Michiana American Marketing Association event next week. Professional services continues to be an important market segment for Three Over Four, and as we all know: if you truly want to solidify a concept or area of expertise, understanding it well enough to convey it to others is great way to get there. These engagements are great opportunities to share value and also return it to our…
Emotional Influence

Emotional Influence

Thought leadership of Leading through Challenging Times focuses on emotional intelligence. Want to influence through tough times? Learn to manage emotions. Three Over Four does lead gen and content marketing for the Executive Education unit at the University of Denver’s Daniels College of Business. One of the great things about this client, beside their concise name, is that we get to learn. It’s a 24-7-365 class proxy of some incredible content tailored specifically for working professionals. And their orientation around leadership aligns perfectly with our strengths. So it’s a good fit for both of us. This month we’re creating content…
Stop branding. Start leading.

Stop branding. Start leading.

Brand management and leadership share a common space: Influence. Can a brand share the characteristics of a good leader? Or should it? Picture a brand that you would go to the ends of the earth for. We all have at least one. Something you’d always buy. Someone you’d always vote for. Something you'd travel far to see in concert. Something you'd tell your friends about without their asking. What are the characteristics of that brand? I'll give you a list and we'll see how close it matches what you have in your mind’s eye. It’s transparent and honest. It does…
Process vs. Product (Via Bill Evans)

Process vs. Product (Via Bill Evans)

I’m interested in the business-minded pursuit of understanding creativity. I’m not sure what to do with it, but I’m interested. One thought that keeps coming to mind: The creative processes that I’m most familiar with don’t start with outcome. I can’t help but wonder if this is why businesses are tripping over the concept and have such a hard time integrating it into their working environments. Business, by its nature, solves a problem for someone. If there’s no problem to be solved, there’s no market. No market, no money. The creative processes that business minds are trying to learn from…
A Social Contract For The Holidays

A Social Contract For The Holidays

A social contract is, by definition, up to all of us. Those of you with kids you know the situation. The daycare is closing, you white knuckle it during rush hour to pick them up (Why does my boss insist on dropping stuff on me late in the day! A 3:00 email about that—really?). You’re not the only working professional struggling to get there on time. You arrive to a line of idling cars, tensions can be high. Think about it from the daycare side for a moment. Late pickups have costs. Overtime for the staff, delayed hours for the janitorial crew, tired…