In an ever widening search to bring value to our clients, I'm introducing a new series to this page, where we will have occasional conversations with significant players in the marketing and communication fields. The goal is that we will both learn a little something, and get to know some people in several aligned industries as well. 

This month, we speak with Rohit Valia, CEO / Founder of Cafyne, Inc. a US-based startup which helps enterprises protect their brand by ensuring compliance to regulatory and company policies.

Cafyne is one of the new breed of start-ups launched by an incubator and was selected as one of the "Cool Vendors of 2014" by Gartner, noting "The future success of risk management will require the creative use of current technology, as well as innovations that support the digital business and capitalize on technological advances within the Nexus of Forces — cloud, social, big data and mobile" .

We talked with Rohit late last year. 

Namarketer: Your website says Cafyne, Inc. is founded on the principles of helping organizations safely leverage social media to enhance their brand by amplifying their social media presence while managing risk arising from potential violations of regulatory and company social media policies. Simply, how does it do that?

Cafyne was listed by Gartner as a Cool Vendor 2014 for its Enterprise Social Media solution and enables the creation of a stress-free social media marketing environment for corporate enterprises. Cafyne allows employees to amplify their brand and increase marketing organically. Why should anyone stress over social media as social media should be fun, informative, and a strong asset for brands. Companies can put themselves in jeopardy when they have a ”slip" that can ruin their reputation and trust. Using our Stimulator, Observor, Enforcer, Discoverer, and Archivor tools, companies can leverage employees while abiding by company policy. 

 

Namarketer: Where did the idea for Cafyne come from?

The exciting energy from caffeine continues to bring people together under one roof, making it easy to hang out, mingled and join hands to generate new and creative ideas. Sip a nice cup of coffee, relax, and fuel up for the next day, week, or even the year. Similar to caffeine, the Cafyne Social Stimulator is personalized fuel for organizations to leverage their employees as a way to grow and develop organic and authentic conversation with their teams, partners and customers using multiple social media channels.


Namarketer: Gartner was named Cafyne a 2014 Cool Vendor in Risk Management. Tell us a little about how you can help a business manage their risk, and why that has become so important today.

Risk management is a growing concern for businesses, especially Health, Finance, and Retail. FFIEC, SEC, FDA, NLRA, FCRA, COPPA, FTC Disclosure Guidelines, Digital Millennium Copyright Act, Computer Fraud & Abuse Act, Electronic Communications Privacy Act and the Communications Decency Act are just a few examples of major policies regulations. One mistake on social media is all it takes to destroy a brand’s reputation. It is hard to manage multiple social media platforms and hundreds of employees at the same time. It’s scary to think that you never really know what is going on when it comes to employee engagement and brand marketing on social networks. Cafyne works with companies to prevent this from happening and make it easy to amplify employee marketing. We offer personalized tools and resources for companies that want to cut risk, increase engagement, and make the most of social media networks. Employees get their own profile on Cafyne.com and optionally, link their social media accounts. A designated  “approver” or automated policy engine,  can be used to manage  business related content produced by employees. Each business can personalize their approval system, choosing Rules that flag inappropriate content, making sure it never hits a social media newsfeed. Predictive analytics shows the expected ‘Virality' of a post.  Users are provided with intelligent analytics to see how their content performed, who it reached, and so much more.  In addition, all Business accounts content is archived to meet the Regulatory guidelines.

 

Namarketer: Recently, the U.S. Securities and Exchange Commission levied a $100,000 fine against adviser Mark Grimaldi and his firm last week for misleading investors in two tweets about his investing strategy's performance.  How might have Cafyne prevented this from happening?

 In a recent article 
Reuters states,"While the promotional appeal of social media is understandable, the risks of clicking that "post" button can be high.” This is a great example of why companies are at risk with their social media profiles.  Cafyne stops social media accidents by using a tool called the Stimulator. This tool allows employees to submit social media content for approval before going live. This system regulates and amplifies employee engagement, taking the stress away from worrying about policies and rules. In this incident, Mark could have assigned a review of the post to ensure it met the guidelines with a link to more details of their disclosures.

Q; Firms use social media for purposes such as marketing, communications and client outreach, but they have to be careful not to breach rules concerning advising and making recommendations for clients. How can this be integrated into the Cafyneworkflow?

 

We personalize our approval tool to fit a company’s needs. A company’s workflow will improve greatly, increasing productivity and organize marketing. In addition, with the analytics embedded in the product, Cafyne allows marketers to get a prediction on the Impact for a given post as soon as it hits the Network.

 

Namarketer: What is next on the drawing board for Cafyne? Improvements, Extensions,? New product

Cafyne is always looking to innovate and bring new capabilities that leverage our expertise in Real Time Big Data technologies and Data Science capabilities. Stay tuned for new and improved Social Analytics, Mobile capabilities, support for additional social networks and broader language support. Be sure to follow @Cafyne on twitter and Cafyne.com on Facebook!

 
 
  Rohit Valia, CEO / Founder of  Cafyne, Inc

 Rohit Valia, CEO / Founder of Cafyne, Inc

 
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Side reading: Social Business: What Keeps Compliance Up At Night? (Forbes, Nov. 2014)

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A 2014 study by the Content Marketing institute has reveled some notable findings. B2B First, First that content marketers are using an average of six social media platforms to communicate their messages; that is up from five platforms in 2013.

Next, B2B content marketers are using each of their chosen social media platforms more often than they did last year. So, at the very least, they are seeing reason enough to increase their dedication to swimming in these waters, however uncharted they may seem to some.

As for performance, we can only deduce that marketers are finding value from social media, as evidenced by large increases in use from (this year over last) with sites such as SlideShare, Google+, and Instagram.

 Our friends at the Content Marketing Institute remind you, "speak human." 

Our friends at the Content Marketing Institute remind you, "speak human." 

Whither Facebook?

The news is out that Facebook has again changed its algorithms. In short, it means that your posts are less likely to be seen -- unless they are "boosted" (paid for).

According to a representative from the ads product marketing team at Facebook, the decreased organic reach is simply a response to Facebook's popularity and to the theory of supply and demand. Since there’s a fixed amount of space in the any user’s News Feed (demand), and innumerable posts (supply), not every post will make it into a user’s News Feed. So, more is less.

But fear not. The News Feed is designed to show content that is relevant to the audience, rather than showing all possible content out there. So it becomes increasingly important to publish content that teaches people something valuable, entertains them or makes them think creatively. 

Facebook's modified algorithm is supposed to position the best posts higher in News Feeds. Although these algorithm changes are another reason for declined organic reach, which is likely to continue to fall. But we are not ready yet to suggest to our clients that they have to pour money into Facebook to have it be an effective marketing vehicle.

We continue to recommend these tried-and-still-true practices:

 

  • Create good, quality content that people actually want to see to increase engagement with your fans.
  • Re-share older content that is highly beneficial to reach different audiences within a short span of time. (Make sure the content is relevant to your audience.)
  • Increase the frequency of posting. To reach more people, post content multiple times a day. Focus on the quality of your content and the preferences of your audience.

We will continue to monitor the progress with Facebook and other social media tools and update you on what we learn to keep you informed. Drop me a line if you have any questions.

 

This is the last blog entry for 2014. Wishing you a happy holiday season from Namarketer.

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Cause marketing has long been another tool in the work belt of advertising and public relations professionals. Everything from Breast Cancer Awareness to Crone's Disease has been co-opted and utilized as a marketing ploy to get consumers to buy, switch, or upgrade, just to build a brand. 

So much helping-hands-to-help-me is prevalent that there is more than a serious risk that we have desensitized consumers to helping a good cause for good, just because.

There is another way. Perhaps a brand could make a real impact by embracing the cause in 'cause marketing' and letting the marketing follow. I know it is revolutionary and contrary to modern marketing concepts, but think about it. You gotta zag when the others are zigging.

Imagine a company-corporation-business just doing the right thing. Helping for the sake of providing help; doing good works. And when the consumer tries to look behind the curtain for the motive? "Just doing good here.". Then you let your brand journalists loose to report on it for you. But no gimmicks; no 'a portion of every sale up to a preset amount we have already budgeted and paid goes to the cause'; no 'just buy our specially tagged-colored-packaged item at an inflated price and show your friends you cared enough about a cause to buy our product instead of helping the cause directly on your own'. Nope. None of that. Give it up. Stop being so convoluted.

Just help.

OK, I'll go... In my part of the world there is an historic piece of architecture --the Kirkbride Building--what had been a main building at the closed Greystone Park Psychiatric Hospital in Parsippany, NJ.

 

greystone.GIF

Designed a few years after the Civil War by Philadelphia architect Samuel Sloan, it is a French Renaissance/Second Empire style building.  In the 1800s, Dr. Kirkbride for whom it was named, was seeking to create benevolent settings for patients. Every window in the Sloan design had a view of the surrounding pastoral countryside.

Sloan was no one-hit wonder. He also designed the North Carolina Executive Mansion, the official residence of the Governor of North Carolina and family, and the The Asa Packer Mansion, home of railroad magnate and founder of Lehigh University.  

Everything old is new again must be demolished

The 678,000-square-foot Kirkbride Building, constructed in 1876 and closed in 2008 when a new, modern hospital opened nearby is slated for demolition by the state (Governor Christie). Meanwhile Preserve Greystone (preservegreystone.org) -- made up of preservationists, historians, environmentalists and interested local residents-- is trying to salvage it; not as an empty monument. They are working to put it in the hands of people who could create something out of it-- new uses for the building instead of demolition of a storied piece of the state's history

Richard Upjohn, a Sloan contemporary and then president of the Institute of Architects mourned back in the 1800s that so few early colonial buildings remained and that if the Institute should be able by its influence to preserve these kind of  "interesting fabrics from demolition, it will be doing a good work."

On the destruction of a great building back in the 1870s, Sloan wrote: "Architecture and the art of building have not arrived at so much perfection in America that the loss of such an example can be afforded..."  

Preserve Greystone (preservegreystone.org) is dedicated to protecting the open space and historic buildings on the former Greystone Park Psychiatric Hospital property in Morris County, NJ.   Please consider signing the petition on their website to keep it in our midst. You'll be doing good.

Marketing with content more often than not requires a reliance on words, (pictures can rarely tell the whole story) and certain words are more powerful than others when it come to helping attract attention, drive sales, or deliver a message. There are thousands to choose from, but here are six tried and true, powerful words to wake up, or flag your content.

because
now
free
how

(ok, so that was really two words)

new

Here's how to make your business successful. Use these pathfinders as an easy way to alert your prospects and customers, divine new content, or refresh previously published material. Because they are worth your time and effort. Act now. They're free.

__________________________________________________

Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey.

Video. Not only is everyone in marketing discussing it, but online video is now the dominant medium for getting your message heard. The big brands and top agencies are there, and to be sure, your audience is too. 

Image

You may not be able to create a viral video, --please don't even try-- but you can still maximize the impact of a video, no matter if you're a brand marketer, B2B marketer, agency or anyone who wants to deliver a message.

I ran into Rob Ciampa, VP of Marketing at Pixability, at the Custom Content Council's Content Strategy Exchange in New York City this summer. He has five tips he shared for getting started with video marketing. They are:

  1. Video content is king. 87% of marketers are now using video as their primary source of content. They've discovered the impressive results video produces compared to other types of content.
  2. Don't be afraid to use YouTube. The YouTube community is massive, and the service is the second largest search engine on the Internet. If you're seen on YouTube, you'll be seen on the Internet.
  3. Don't get hung up on production. High production values do not mean a high return on investment. Even big brands like Dell have found success with uncomplicated employee demos.
  4. Video marketing matters. Your work doesn't end with production; you need to put at least as much effort into your promotional efforts. Proper video marketing delivers a ten-fold increase in clickthroughs.
  5. Social media and video work together. Video drives your social media to work better because it enhances the two-way dialog that is crucial to social media success.
What you need to know above all is, when organizations do YouTube right, they get incredible results. When they don't, they stink.

How do you 'get it right?' It's not too hard, really. 

  1. Make lots of video content: be a consistent video content machine
  2. Practice good video SEO: take video optimization and YouTube channel architecture seriously
  3. Use different videos for multiple touch-points: Don't get caught in the overproduction trap. Lesser quality video works well.
  4. Link your video to marketing initiatives: apply the "always on" strategy to video marketing
  5. Ensure your video has branding: apply it consistently, intelligently and methodically
  6. Content vs. channels: adding more content is more important than adding more channels
  7. Engage your community via social media: audience is everything on YouTube

Good Luck. Roll'em! 

__________________________________________________

Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey.

 

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Re Namar Namarketing

Redesign  ... Reimagine     ... Reinvent

F. Scott Fitzgerald wrote: "The test of a first-rate intelligence is the ability to hold two opposed ideas in the same mind at the same time, and still retain the ability to function." As a marketing leader, you have to be able to see the a company image as it really is, and also to imagine what it could become. Then you can bridge the gap.

Your brand image is who you are as a business. But even though the business may not change (though certainly many do) it is vital that your brand REmain fresh, new and inviting.

Companies are increasingly recognizing that today's turbulent times require nothing short of continual reinvention. Weathering today's storm isn't enough. You have got to REact.

REcreate your customer pledge, or your look. Add a word or a color, or change one. REplace old content. Use different copy, case studies, images; ones that REflect your company values.  REimagine your service; what if you performed-delivered-created things differently? Could it be better? Ask your staff; employees know how the company works and they are the closest to seeing its flaws or ways to improve. Use that knowledge to REinvent a new approach.

Pointing a critical or at least inquisitive eye at a company's image is bound to help it REvitalize, REjuvinate and REanimate.

REally.

QUALITY. It's the buzzword we all chase, for our businesses, for our clients or customers, and for our personal lives. But what is quality?

image

It is sometimes called 'excellence' or 'merit' or something else clever that the company is using to communicate they are "better than" somebody else. But it is usually a false chase. What quality is not is perfection. Too many minds get caught up in the 'it's got to be perfect to please, to work, to serve'. But it doesn't; because nothing is perfect.

But it can be free of mistakes; and it should be.

Namar on quality

So proofread that sales sheet three times over, then give it to someone else to proof, too. Double-check that list you are about to send to. Recheck those logos; are they the right color/size/shape? Is the copy saying what you really meant it to?...what you want it to?

Customers, clients, business partners may overlook an error; but they won't forget it. And repeating those errors is worse that being wrong, because it says you are being sloppy and uncaring about your relationship with them.

Quality is getting it as right as you can, consistently, confidently.

Go forth and make quality.

noerrors

Why is it that the best results for email are seen in the p.m., but the vast majority are sent in a.m.? Performance is everything. As a marketer, when you launch an email campaign, you try to focus on all the elements that could make it a success--or a failure: subject line. length, offer, creativity, images, and so on. One factor that usually gets the most attention is: When do we send?

email as social media

Conventional wisdom has long held that early in the day, when people are fresh and at work, is the best for performance (open rates and clickthroughs). But new research from Experian shows that while a.m. is by far the most popular time to send out that email, p.m. is better in terms of performance--far better. While performance will obvious vary by industry and other factors, in general, later--much later--is better. Between 8 p.m. and midnight, the open rate is more than 30% higher; and the clickthrough rate is almost 80% higher than their early-to-rise counterparts.

The reason? While open for debate, it seems rather straightforward that people have more time in the evening, to not only to spend time online, but to engage. The Internet, like a good nightclub, is a place to go for action after dark.

Namarketeers, take note.

Namarketinggears2 Social Media is an important part of every digital marketing playbook. But many marketers still struggle with using it effectively. Keeping up with the constant changes that evolve seemingly daily separate weak marketing from strong marketing. Those who are able to adapt quickly will be far more successful than those who don't.

How to leverage this newest medium? Here's a few tips:

  1. The highest engaged piece of content is an image. Stills and videos; graphics, art. The picture is worth many thousand words.
  2. Tell Don't sell. 80 percent of your marketing should be education for the audience; information that they're want to interact with and is not disruptive to their user experience. Only 20 percent of the content that you push out should be promotional.
  3. Have a call to action. After all, that is what you are there for, to get a reaction.

For 2013, and likely forever beyond, the keyword is optimize.

The U.S. Food and Drug Administration warned L'Oreal SA's (OR.FR) Lancome USA unit about the marketing of certain anti-wrinkle products, saying the products are marketed with claims suggesting they are drugs. Namarketer Namrketing A to Z Bob Namar

The agency said the way the products are currently marketed cause them to be drugs because the products are "intended to affect the structure or any function of the human body."

"We are aware of FDA's letter to Lancome and will respond to their regulatory concerns in a timely manner," said Rebecca Caruso, a L'Oreal spokeswoman. "Lancome is committed to complying fully with all laws and regulatory standards."

Compliance after-the-fact is no way to run a company.  Lancome was well aware of what they were saying and implying.

It's the simplest rule, yet this is where the most trouble comes from. Slight exaggerations and boasting ("the best kitchen gadget ever invented!") are expected and for the most part allowed in advertisements, but don't get slick with your wording or rely on technicalities to remain truthful. For example, you might be able to truthfully say that your umbrella is great in the rain, but don't go overboard and assert it will hold up to any hurricane if you haven't tested it.

“A truth that's told with bad intent Beats all the lies you can invent.” ― William Blake, Auguries of innocence

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"We really felt that the tomato is the hero of ketchup, and it was the right time to make the switch on our label," -- Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz. Namarketing branding brand

After more than 110 years, H.J. Heinz Co. gave the tomato top billing on its namesake ketchup, bumping the pickle from the label of one of America's most iconic brands. Founder H.J. Heinz used a "pickle pin" to attract attention to his booth at the World's Fair in Chicago in 1893. The pins were popular, and the branding stuck.

Along with the "Grown not made" tagline, the new branding set Heinz apart from the growing threat from private-label brands, which often cost less, as consumers look to save on their food costs.

Never compete on price because, (all together now): brand beats pricing.

Before the Renaissance, the letter J had been merely a glyph variant of I. After the Renaissance, it became conventional to treat I as a vowel, and J and as a consonant. Thus, the Latin "gesta" for "deeds," turned to "geste" in Old French, "to carry, behave, act, perform, and became the root for words such as con-gest-ion, in-di-gest-ion, sug-gest, re-gist-er, belli-ger-ent, con-ger-ies, and ex-ag-ger-ate.

The letter J was officially set apart from I in the 16th century; probably first been used by Petrus Ramus, a French humanist philosopher, logician, and educational reformer, known for being an outspoken critic of the Aristotelian philosophy which dominated European universities at that time. He advocated a more natural approach to logic which would conform to the way in which the human mind actually approaches the world around it, and made a distinction between logic and rhetoric.

Ramus objected to the way in which young students were made to memorize meaningless facts and rules of logic, and set out to reform the curriculum of the faculty of the arts into one that would teach students to use reason to advance their knowledge. He advocated the “freedom to philosophize,” maintaining that the use of reason would eventually lead a person to discover the truth.By emphasising the central importance of mathematics and by insisting on the application of scientific theory to practical problem solving, Ramus helped to formulate the quest for operational knowledge of nature that marks the Scientific Revolution.

Science and math have not only advanced the world politically and socially, but economically as well.  This is no more evident that with the recent introduction of Microsoft's gesture controlled advertising

Lynx, Toyota and Samsung are the first brands to take advantage of Microsoft’s “game-changing” NUads platform for Xbox that uses Kinect gesture control to make ads interactive.  The ads will appear on Xbox Live this autumn.

Lynx

Xbox says the NUads platform “transforms standard TV ads into engaging experiences” by allowing users to use the voice and gesture controls on Xbox 360 to control the ads.

Unilever will adapt its Lynx brand’s cops and robbers themed ad for Lynx Attract - its first fragrance for women - to ask users whether the Lynx Effect should be given to girls. Viewers can then answer yes or no using Kinect’s gesture controls.

Toyota will use its “Reinvented” ad that ran during the 2012 Superbowl to ask viewers what they would like to reinvent. The car marque then plans to use the feedback from users to inform the direction of future campaigns.

Gesture controlled ads deliver the one thing traditional TV advertising is missing - engagement. Brands can get real-time feedback from audiences, making TV advertising actionable for the first time, helping establish a dialogue with consumers.

Gesture and voice-based Kinect technology have great potential for creativity. No jest.

Namarketing: Habits, and Social MediaHabit: A learned response to a stimulus that has become automatic and routine, requiring little or no cognitive effort. Influence is the ability to cause action, and action is the ability to act within and across social and private networks.  The people we influence the most are our friends and acquaintances in our private networks: family, friends, neighbors, classmates, churches and clubs.

The sum total of our private and social networks allows us to influence others. In network, content and relationships, the quality of the network, content and relationships is the most important thing. The social media habit of sharing quality content is where we add value and trigger action.

New Habit: Adopt Social Media

Personal branding and the responsibility and power of social media is demonstrated every day. The line between public and private life is a blurred one. We begin a conversation at school or work, and it leaps onto a social network, and then into text-based comments.

In a world where awareness of connections and degrees of separation are openly discussed, where networks are consciously cultivated and nurtured, people are connecting us to their networks, content and relationships. Those who change their social habits to include the private networks will be those who have the power to listen, to act and to change.

Is the Content Void continually harassing you? 

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Namar  and Namarketing Designed by England's Ministry of Information during WWII, the Keep Calm and Carry On poster has regained a place in the social fabric of the U.S. will versions representing everything from video games to dietary choices, appearing on tee shirts, key rings and, yes blogs. Never underestimate the power of a slogan.

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1. What do you do? 2. What problem do you solve?

3. How is your product or service different?

4. Why should I care?

Describe your product or service in 140 characters or less, short enough for a tweet. Business professionals who stand out are the ones who deliver their pitch in less than a minute, but still make their points quite persuasively.

But it is not all about speed or brevity as the infographic below details quite nicely.

Content communications

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