Version: primary July 2015 - Page 2 of 2 - Gemba Marketing

How to Do Social Media

Look, I don’t want to toot my own horn or anything, but I do spend approximately most of my life on social media. I’m one of those millennials. I’m always on my phone, I have a Twitter account that nobody follows, and old people are constantly yelling at me to get off their lawns. But I’m not just here to tell you what I know about social media from all my years of hashtagging, Instagramming, and sending gifs to people during arguments instead of just using my words. I’m also here to explain why social media is an important part of experiential marketing, and I’m going to back it up with FACTS and LOGIC from GSMI’s Social Media Strategies Summit, which we attended in April. Here’s what we gathered: The insight: social media allows brands to remain relevant to consumers, participate in the conversation, build awareness, and engage with customers. Translation: brands need to speak the same language as their consumers, even if that means saying things are on fleek. The insight: content has become modern marketing’s fuel. Translation: every teenager with a smartphone is a reporter now. In the olden days of yesteryear, we found out about stuff by reading the paper and watching the news, like primitive animals. Nowadays, we check in to social media. We see what’s trending on Twitter. We scroll through the subreddit /r/worldnews. Businesses would be wise to get on board, too. The insight: 75% of consumers don’t believe companies tell the truth in advertising. * Translation: people nowadays are wise to ploys. They know when they’re being marketed to, and they don’t like it. The insight: 80% of buyers prefer learning about a...

A Local’s Guide to the National Cherry Festival

Our agency hails from Traverse City, a small town in northern Michigan that’s known for being gorgeous and full of cherries. Every year we host the National Cherry Festival, and it attracts tourists of all ages and driving capabilities. If you’re one of said tourists (in the Traverse City parlance, we use the term “fudgies”), you get to enjoy all the local eateries, cherry-flavored free samples, and beach-going lazy days that our bayside town has to offer. If you’re a local, now’s the time to bow your head, grit your teeth, and accept the fact that the downtown area is going to become a bulwark of unmoving traffic and general chaos as people confusedly barrel straight through the left-turn lanes on Union. It’s okay. We’ve all been there. We don’t hate fudgies. Really, we don’t. We feed off of tourism. We need you, and you’re probably a nice person. But if you’re a fudgie and you want to enjoy the festival like a non-fudgie, there are a couple of things you’re going to need to know. We’ve been around the block a few times, so we’ve compiled these gems of knowledge—these nuggets of wisdom—for your benefit. Take them to heart. And walk a tiny bit faster, maybe. Just a little. See? You’re already blending in....