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How often have you heard marketing referred to as fluffy? If only they knew what was really behind the fluff! We're here to keep marketing connected and power progression. Join us for hot topical discussions in the scholarly and academic communications community. You'll also find it home of our #Donein60Seconds podcast series. Have an idea for what we should cover - get in touch! team@internationalbunch.com
Tuesday Nov 15, 2022
Tuesday Nov 15, 2022
Our clients have been asking us about Mastodon, so we thought we would share some research. Join Lou and help decide whether you need to include Mastodon in your social strategy to connect with researchers.
All research sources, transcription and additional reading are available on our blog post:
Thursday Nov 10, 2022
Thursday Nov 10, 2022
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
Wednesday Oct 26, 2022
Wednesday Oct 26, 2022
First things first, as marketers we need to constantly adjust and change our marketing strategy specific to our audience. Join Lou in South Wales, with the office dogs mooching around the office, talking about the importance of storytelling in your tone of voice, and using approaches like Simon Sinek's Golden Circle and talking through industry examples from the Royal Society of Chemistry, Frontiers and Clarivate.
Explore the full transcript and links - https://www.internationalbunch.com/post/create-an-authentic-connection-with-your-target-audience
Monday Jun 27, 2022
Monday Jun 27, 2022
Join Lou in conversation with Sab Samuel, AKA storytelling drag queen Aida H Dee. Sab founded Drag Queen Story Hour UK to inspire children to be whoever they want to be, in a safe space - the library. Sab tours with other drag queens, providing fun and interactive kids shows in libraries across the UK reading stories to children while teaching inclusivity.
Sab talks with us for #PrideMonth about:
Resources
Friday Jun 17, 2022
Friday Jun 17, 2022
Join Lou, with her husky tones, outside in South Wales with tractors going past as she talks through insights we have learnt along the way about China. We are no experts, but we hope this will at least be useful.
Explore the full transcript and links - https://www.internationalbunch.com/post/how-well-do-you-understand-researchers-in-china
Tuesday Mar 22, 2022
Tuesday Mar 22, 2022
How successful has your marketing strategy been in China? Discover tips and hints on what you can do to break into the market, improve your processes and expand your reach with Andrew Smith, Global Product and Marketing Director at The Charlesworth Group.
Join us in the next entry to our #OpenMarketing episode from our Behind the Fluff podcast as we discuss:
#OpenMarketing
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. Explore our #BehindTheFluff podcast (https://www.internationalbunch.com/podcast).
Wednesday Feb 16, 2022
Wednesday Feb 16, 2022
Join Lou in conversation with Suzanne BeDell, industry senior executive and independent publishing consultant. Suzanne talks with us about:
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Summer Afternoon
Wednesday Feb 09, 2022
Wednesday Feb 09, 2022
Join Lou in a conversation with Paula Neary, an industry CEO in publishing automation with a background in providing strategic solutions for the publishing industry. Paula talks with us about:
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Myriad
Thursday Feb 03, 2022
Thursday Feb 03, 2022
Join Lou in a conversation with Pat Malone, a senior marketing lead in strategic marketing, including market planning, brand strategy, digital marketing, and demand generation. Pat Malone talks about:
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Imagination
Thursday Jan 27, 2022
Thursday Jan 27, 2022
Join Lou in a conversation with Rachel Fadlon, an excellent marketing industry director. Rachel talks with us about:
Links from the session (Amazon affiliate links may be used)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Shenanigans
The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts, and Cultures by Frans Johansson https://www.amazon.co.uk/Medici-Effect-Preface-Discussion-Guide/dp/1633692949/ref=sr_1_1?crid=1LYPA35FAKW3H&keywords=The+Medici+Effect+by+Frans+Johansson&qid=1642757927&sprefix=the+medici+effect+by+frans+johansson%2Caps%2C47&sr=8-1
Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work by Jay Acunzo https://jayacunzo.com/break-the-wheel
Unthinkable podcast by Jay Acunzo https://jayacunzo.com/unthinkable-podcast
Jay Acunzo Newsletter - https://jayacunzo.com/newsletter
Wednesday Jan 19, 2022
Wednesday Jan 19, 2022
Join Lou in a conversation with Santa Marku, a highly respected, senior global marketing leader with valued insight into strategic and digital transformation, marketing technology, product brand, and digital marketing.
Santa talks with us about:
Links from the session (Amazon affiliate links may be used)
Tuesday Jan 04, 2022
Tuesday Jan 04, 2022
Links from the session (Amazon affiliate links may be used below) Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Schadenfreude
Louis Theroux and Jon Ronson - https://www.bbc.co.uk/sounds/play/m000hw0b
The Secret History by Donna Tartt - https://www.amazon.co.uk/Secret-History-Donna-Tartt/dp/0140167773/ref=sr_1_1?crid=1YJ1CFNCEVHD7&keywords=The+Secret+History+by+Donna+Tartt&qid=1640169877&sprefix=the+secret+history+by+donna+tartt%2Caps%2C118&sr=8-1
A Little Life by Hanya Yanagihara - https://www.amazon.co.uk/Little-Life-Shortlisted-Booker-Prize-ebook/dp/B00UXKJ1HK/ref=sr_1_1?crid=1GDNMYZ0MYUEX&keywords=A+Little+Life+by+Hanya+Yanagihara&qid=1640170076&sprefix=a+little+life+by+hanya+yanagihara%2Caps%2C78&sr=8-1
High Sobriety by Alice King - https://www.amazon.co.uk/High-Sobriety-Confessions-Alice-King/dp/0752889559
A Million Little Pieces by James Frey - https://www.amazon.co.uk/Million-Little-Pieces-exploration-addiction-ebook/dp/B002VHI8T0/ref=sr_1_1?crid=36PYMIJ7XS9WI&keywords=A+Million+Little+Pieces+by+James+Frey&qid=1640170228&s=books&sprefix=a+million+little+pieces+by+james+frey%2Cstripbooks%2C52&sr=1-1
This American Life - https://www.thisamericanlife.org/
A Marriage Story - https://www.imdb.com/title/tt7653254/
Comfort Eating podcast with Grace Dent - https://www.theguardian.com/lifeandstyle/series/comforteatingwithgracedent
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Friday Aug 20, 2021
Friday Aug 20, 2021
How accessible is your marketing? Discover real-life hints, tips and links from this insightful conversation with Katy and Simon from the community initiative Publishing Enabled. Explore as we discuss:
Links from the session (Amazon affiliate links may be used below)
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together.
Explore our Behind the Fluff podcast (https://www.internationalbunch.com/podcast).
Wednesday Aug 11, 2021
Wednesday Aug 11, 2021
Join Lou in a conversation with Lisa Spicko, an industry VP of marketing. Lisa Spicko. Lisa is an industry VP and Lisa’s going to talk with us:
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Awkward
The Five Dysfunctions of Team by Patrick Lencioni - https://amzn.to/3xowCaq
The First 90 Days; Critical Success Strategies - https://amzn.to/3rUBKlr
How Women Rise - https://amzn.to/3CeCTZY
Adapt Lead Succeed blog - https://adaptleadsucceed.com/blog
Tignum Thoughts blog - https://tignum.com/tignum-thoughts.html
Missing colleagues' shoes blog post - https://adaptleadsucceed.com/blog/f/i-miss-3-d-colleagues-especially-their-feet
The STRAYAN Dictionary - https://amzn.to/2VimjrC
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Jun 24, 2021
Thursday Jun 24, 2021
Join Lou in a conversation with Catherine Williams, an industry COO and past CMO. Catherine talks with us about:
Links from the session (Amazon affiliate links may be used below) Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Snooze
You're Dead To Me podcast - https://www.bbc.co.uk/programmes/p07mdbhg/episodes/downloads
It Doesn't Have to Be Crazy at Work, Jason Fried and David Heinemeier Hansson - https://amzn.to/3d86hpI
Act Like a Leader, Think Like a Leader, Herminia Ibarra - https://amzn.to/3gS6AY3
Talk Like TED: The 9 Public Speaking Secrets of the World's Top Minds, Carmine Gallo - https://amzn.to/3zS2Wot
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Friday Jun 11, 2021
Friday Jun 11, 2021
Join Lou in a conversation with Nathan Farrugia, an industry CEO, entrepreneur, business coach, author record-breaking athlete, TEDx speaker, Vistage owner, NED, and philanthropist. Nathan talks with us about:
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Aubergine
Xterra - https://www.xterraplanet.com/malta
Alonement podcast - https://www.alonement.com/alonement-podcast
A Million Steps, Nathan Farrugia - https://amzn.to/3iyDU7Q
The 7 Habits of Highly Effective People, Stephen Covey - https://amzn.to/3itAxio
The Miracle of Mindfulness, John Sackville, Thích Nhất Hạnh, et al - https://amzn.to/2RFi33m
Who Moved My Cheese, Dr Spencer Johnson - https://amzn.to/3pDwGRs
Conversational Intelligence, Judith Glaser - https://amzn.to/3zqLMOP
Thinking Fast and Slow, Daniel Kahneman - https://amzn.to/2TYrtb7
The Patterning Instinct, Jeremy Lent - https://amzn.to/3vd6vlN
Survival of the Fittest, Mike Stroud - https://amzn.to/3zgDyIF
Explorers: Tales of Endurance and Exploration - https://amzn.to/3czd1wB
Nathan Farrugia, LinkedIn - https://www.linkedin.com/in/nathanfarrugia/
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Jun 10, 2021
Thursday Jun 10, 2021
Transcript including all the links to resources and tools - https://www.internationalbunch.com/post/new-google-page-experience-update-is-your-website-ready
Tuesday Jun 08, 2021
Tuesday Jun 08, 2021
Transcript with all links and quotes - https://www.internationalbunch.com/post/tiktok-tap-into-a-growing-community-with-our-top-tips-for-meaningful-marketing
Social Media Masterclass - https://www.youtube.com/watch?v=R_gn_82zcpg
Thursday May 27, 2021
Thursday May 27, 2021
Join Lou in a conversation with Mary Sauer-Games, an industry VP of Product Management. Discover all about the podcasts Mary has been enjoying on daily walks during lockdown, the inspirational frontlines of healthcare – including their determination and providing hope, progressive change in attitudes and working practices over the years, Michelle Obama’s amazing balancing skills and hatred of public speaking, Mary's passion for problem-solving and the importance of understanding your customers’ needs, and Jane Goodall and the power of persuasion.
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Awesome
Sheryl Sandberg, Lean In - https://amzn.to/3utptnz
Simon Sinek, Start With Why - https://amzn.to/2QYlB0q
Simon Sinek, TED Talk - https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action/up-next?language=en
Jason Dorsey and Denise Villa, Zconomy - https://amzn.to/3yGbfmY Become an
Email Marketing Superhero - https://youtu.be/0sw_WfLLTnw
Kara Swisher, Sway - https://www.nytimes.com/column/sway
Jane Goodall, Sway - https://www.nytimes.com/2020/11/23/opinion/sway-kara-swisher-jane-goodall.html
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Wednesday May 19, 2021
Wednesday May 19, 2021
Transcript - https://www.internationalbunch.com/post/html-vs-plain-text-emails-a-new-look-at-why-you-need-to-know-the-differences
Become an email marketing superhero masterclass - https://youtu.be/0sw_WfLLTnw
A no-no in email marketing - just one simple tip to improve your email engagement -
https://www.internationalbunch.com/post/a-no-no-in-email-marketing
33% open an email based on the email subject alone - https://www.internationalbunch.com/post/33-open-an-email-based-on-the-subject-line-alone
Thursday May 13, 2021
Thursday May 13, 2021
Join Lou in a conversation with Zoe Loveland, an industry senior director in marketing. Discover all about the audiobooks and podcasts Zoe loves, the exploding kitten's card game, the importance of surrounding yourself with different generations for inspiration, forging a career path in publishing, mentoring in third world countries and faking it till you make it – balancing family life and a career.
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired
#IntBunchWordOfTheDay - Petrichor - https://www.linkedin.com/feed/update/urn:li:activity:6759470176346882048
Exploding Kittens Card Game - https://amzn.to/2RMNuZs
Caitlin Moran - https://amzn.to/3uLbfQb
Catlin Moran - How to be a woman (2012) - https://amzn.to/2SNTMIL
Caitlin Moran - More than a woman (2020) - https://amzn.to/3tH8bmH
Alan Titchmarsh - https://amzn.to/2RMNKHU
Dr Sam Collins - third world country mentoring - https://aspireforequality.com/
David McCandless - http://davidmccandless.com/
Information is Beautiful website - https://informationisbeautiful.net/
David McCandless - Information is Beautiful - https://amzn.to/3tCXode
Billion Dollar Gram - https://www.informationisbeautiful.net/visualizations/the-billion-dollar-gram/
Michael Watkins - The First 90 Days - https://amzn.to/3w1QuQj
Inc - https://www.inc.com/
Wired - https://www.wired.co.uk/
HBR - https://hbr.org/
EIU - https://www.eiu.com/n/
Spencer Johnson, Who Moved My Cheese - https://amzn.to/3boqs1U
How to be awesome at your job - https://awesomeatyourjob.com/podcast/
Gold Nugget - https://awesomeatyourjob.com/home/every-gold-nugget/
Podcasts from the midlife - https://www.postcardsfrommidlife.com/
Feel better, live more - https://drchatterjee.com/blog/category/podcast/
Zoe Loveland - Linked - https://www.linkedin.com/in/zo%C3%AB-loveland-3386a04/
Zoe Loveland - Twitter - https://twitter.com/zoe2302
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Tuesday May 11, 2021
Tuesday May 11, 2021
Brian Halligan, Hubspot CEO says it's dead and Seth Godin only last week at AdWorld said to lay it on its side and use it as a megaphone. What are funnels and flywheels and how can you use them for sustainable growth where you work? Check out our latest podcast. Also available as a webinar recording and a blog post.
Thursday Apr 29, 2021
Thursday Apr 29, 2021
Join Lou in a conversation with Hannah Baldwin, an industry global head of marketing. It's certainly full of giggles, heels, horses, dogs, her inspirational Grandad, reminiscing, delis, key takeaways from Hannah's marketing career and her team she is incredibly proud of. There are even more surprises but we'll leave that for you to find out!
Links from the session (Amazon affiliate links may be used below)
Transcription - https://www.internationalbunch.com/blog/categories/inspiring-the-next-cmo
Be inspired - https://www.internationalbunch.com/beinspired Simon Sinek - The Golden Circle - https://simonsinek.com/commit/the-golden-circle
RSC TikTok - https://www.tiktok.com/@royalsocietyofchemistry?lang=en
Our Place - Mark Cocker - https://amzn.to/3t2a5Ok
Alonement podcast - https://www.alonement.com/alonement-podcast
Gilead series, Marilynne Robinson - https://amzn.to/3vs7m2t
Jack, Marilynne Robinson - https://amzn.to/3uegzLm
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/podcast) and are bringing you our new podcast series for the Inspiring the Next CMO (https://www.internationalbunch.com/inspiringthenextcmo).
Thursday Apr 15, 2021
Thursday Apr 15, 2021
What good is an idea if it can't be shared? Our company was founded to foster collaboration and share ideas. The more you share your ideas, the more impact they have on the world around you. We provide resources to inspire progression in the community. As marketers, we are stronger and better together. We've relaunched our Behind the Fluff podcast (https://www.internationalbunch.com/inspiringthenextcmo) and are bringing you our FIRST EVER podcast for the Inspiring the Next CMO series.
Join Lou in a conversation with Wayne Sime, an industry chief executive. It's certainly full of laughs, Wayne talks about how he went up the ranks from starting in IT to libraries to then a professional member body, Captain Sir Tom Moore, his love of Terry Pratchett, key takeaways and even a history lesson about Henry VIII! Discover helpful insights to help you progress your career.
Links from the session (Amazon affiliate links may be used below)
Full transcription - https://www.internationalbunch.com/post/in-conversation-with-wayne-sime-episode-1-inspiring-the-next-cmo
#IntBunchWordofTheDay - Gadabout - https://www.linkedin.com/feed/update/urn:li:activity:6768167550464360450/
Terry Pratchett, Discworld novels - https://amzn.to/2PXJd4U
Terry Pratchett, Night Watch - https://amzn.to/3dmUNPU
Terry Pratchett, Eric - https://amzn.to/3gdPjJ8 (though not recommended by Wayne to read!)
Dan Brown, An Open Letter To Educators - https://youtu.be/-P2PGGeTOA4
Dr Nancy Roberts - https://blog.alpsp.org/2021/01/what-does-good-look-like-diversity-inclusion.html
Dr Spencer Johnson, Who Moved My Cheese - https://amzn.to/2Q93ZhL
Micky Flanagan, Going 'Out Out' - https://youtu.be/Q5k8Su_ek2k
Tuesday Jan 26, 2021
Tuesday Jan 26, 2021
Lou discusses the top tips and best times for posting across Facebook, Twitter, Instagram and Linked.
Discover the accompanying blog post with all the information, images and links mentioned in the podcast - https://www.internationalbunch.com/post/raise-your-game-with-social-media
Wednesday Jan 13, 2021
Wednesday Jan 13, 2021
Join Lou as she looks back over the key trends in 2020 - full script is available here - https://www.internationalbunch.com/post/looking-back-on-2020-in-marketing-and-forward-to-2021
Monday Jan 11, 2021
Monday Jan 11, 2021
Join Lou as she talks about her new Chair role with the ALPSP Membership and Marketing Committee - discover the full script here - https://www.internationalbunch.com/post/a-new-year-a-new-chair-role-alpsp-membership-and-marketing-committee
Wednesday Dec 16, 2020
Wednesday Dec 16, 2020
Join Lou as she talks through why she has become Chair of CILIP Cymru Wales Committee, the script and all links are available in the blog - https://www.internationalbunch.com/post/chair-of-cilip-cymru-wales-committee
Thursday Nov 19, 2020
Thursday Nov 19, 2020
If you're paying attention to what's going on in marketing over the past week, you may well have heard of 'humaning'. Firstly, let me explain what this is.
Mondelēz International, the global snack food company with brands like Cadbury, Oreo and Philadelphia, have crafted a new concept aligned to their diversity and inclusion strategy called 'humaning'.
Here's the definition in their words:
"Humaning is a unique, consumer-centric approach to marketing that creates real, human connections with purpose, moving Mondelēz International beyond cautious, data-driven tactics, and uncovering what unites us all. We are no longer marketing to consumers, but creating connections with humans."
Now that to me is a mouthful and could do with an extra full stop/period to make more of an impact.
You can read more on their website, however, the content has since disappeared due to the uproar it has caused. But those in the know can go to Wayback Archive - The Internet Archive and see the page that was archived. (Just to note, this is a free service like Wikipedia that is always looking for funding.) Here is the page for your reference: https://web.archive.org/web/20201112102335/https://www.mondelezinternational.com/News/New-Approach-to-Marketing-Humaning
Why has it caused such an uproar?
Since its launch, this new marketing strategy 'humaning' has been heavily criticized. While their intentions clearly came from a good place, it has gone down like a lead balloon facing criticism from the media, PR and marketing professionals and many on social media. I feel sorry for the people that bought into this new concept - we're all human and we've all had moments where we have a failed campaign or sent something out with an error etc. So, should we cut them some slack, or is 'humaning' just another failed buzzword fuelling the 'marketing is fluff' fire?
Mondelēz International chief marketing officer Martin Renaud has defended this new strategy. Ultimately he said that he expected some criticism but hoped people would look at what has been achieved so far and where can they accelerate the journey. He welcomes the criticism as a form of feedback, though they will continue to adopt this strategy and hope people will start to concentrate on 'why' they created the word - not what the word is.
He goes on to say: "Humaning is when storytelling becomes storydoing." Now, I have a problem with this. Why take such a great concept like storytelling and try to spin into something new called 'storydoing'? I get what they are trying to achieve, with one being telling the story to someone and the other being those individuals actually taking action. But if they really understood storytelling, they'd know it was more than about action - it's about that feeling you get inside, the connection you feel, what resonates and what you do because of that. If anything, storydoing is just a part of storytelling. It's like saying when marketing becomes events. Events sits under the umbrella of marketing: events is part of the ideology of marketing.
When I first saw 'humaning' last week, it didn't resonate with me. I understood what it was trying to achieve in the grand scheme of things, but it just doesn't work for me and it left me feeling confused. I applaud them moving from a financially driven mindset to a consumer-centric one with human connection at their core. I like that their marketing team has four key areas of focus now: leading with purpose; making each product "right"; mastering creativity, and being digital-first. But humaning and storydoing.... no, not for me. Only yesterday someone mentioned to me that idea of marketing being fluffy - clearly as marketers, we know it's not, but how can we move away from that when we're creating buzzwords like this?
If you are interested in reading more, here are some additional sources:
Let us know what you think...Facebook Twitter LinkedIn with #humaning
Friday Nov 13, 2020
Friday Nov 13, 2020
Join Lou as she discusses our top 5 tips to remove barriers for authentic video, and kit recommendations - all links and script can be found here - https://www.internationalbunch.com/post/5_top_tips_authentic_video
Tuesday Nov 10, 2020
Tuesday Nov 10, 2020
Wednesday Oct 14, 2020
Wednesday Oct 14, 2020
Hi, this is Lou Peck from The International Bunch, and I'm going to talk to you about Pay Per Click in under 60 seconds.
Pay Per Click (also known as PPC) is an online advertising model where the advertiser pays each time their advert is clicked. Search engine advertising is one of the most popular types of PPC. Keywords form the foundation of a PPC campaign.
Advertisers bid to place their ad in a search engine’s sponsored links section when someone searches a related keyword with real-time bidding. Ultimately the person clicks on the link to complete the call to action.
There are several tools available to help research and select the right keywords. Ensure that PPC campaigns are carefully targeted and relevant (e.g. be niche). Search engines reward efficient campaigns by charging less per click.
Successful PPC campaigns share – campaigns, ad groups, keywords, ad text and landing pages
Discover more helpful resources at www.internationalbunch.com/resources
Monday Oct 12, 2020
Monday Oct 12, 2020
Social media is a powerful platform that can help you build brand awareness and generate leads. It’s also one of the most effective tools to help you maintain and build relationships with your customers.
Nowadays, consumers live on social media. In fact in the UK in 2019, it was reported that people spend nearly 2 full hours every day on social platforms (1 hour 50 to be precise). Over the past decade, social media has quickly become one of the most important aspects of digital marketing.
However, the world of social media can be daunting.
Many small businesses shy away from social media because they don’t know where to start or think there’s a high cost involved. Luckily for, us it’s completely free! This means you aren’t limited and have the same opportunity as every other brand, including your competition.
So what is the key to success on social? It’s all about creating, executing and monitoring your social media marketing strategy. This may not mean much to you now, but continue reading and you’ll set yourself up for success.
Below are our top tips to help you create a strategy and succeed:
1. Define your goals – first of all it’s important to identify what you want social media to help your business achieve. Examples of goals are to increase awareness amongst your audience or generate new business sales/enquiries. Also think about how you can measure these to make sure what you're doing works and you're not wasting your time.
2. Identify your target audience – identifying your customers and understanding who they are is an essential aspect of marketing. Think about their interests, their online activity (when they go online and why) and how they use social media. It’s important to always have this information in mind, particularly when planning your content. Most importantly you need to identify your niche and resonate with them - by concentrating on your niche you can focus on those that are most important to what you are offering and have better engagement.
3. Decide which platforms are right for you – recent statistics show that there are over 75 live social media platforms. It’s not an effective use of your time or money to manage an account on every network. Instead, you should consider the platforms which allow you to engage with your target audience the best. As a starting point, we recommend launching two or three platforms and once these are more established, then look at expanding onto other networks if it will help you achieve your goal(s).
4. Keep personal and business accounts separate – your family might enjoy receiving updates of your child/pet however clients probably don’t, and vice versa. Keep your accounts separate to avoid your customers becoming less engaged with you.
5. Choose suitable account names – when choosing your account names, consider how easy the handle (account name) is for your customers to find. Make sure the name is clearly associated with your brand and even consider the spelling. If your spelling is unusual will it restrict who can find your account?
6. Conduct competitor analysis – keeping an eye on what your competitors are doing on social media is a great way to identify what does and doesn’t go down well with your audience. It can also help you highlight any gaps in your own strategy or give you inspiration.
7. Find inspiration from other accounts that you admire – this is a great way to find inspiration and use as a benchmark. Look at what accounts you engage with regularly personally and if you can, find out what accounts your audience admire.
8. Consistently share a range of content – whilst it might be important to share your products/services/brand, don’t make this all you post about. Share anything your audience will be interested in. In marketing it’s called the 80-20 rule – use 80% of your content to inform, educate or entertain your audience, and the other 20% to promote your product/service/brand. No one likes a robot, be human and post great content.
Check out our Storytelling Masterclass for inspiration.
9. And finally, be yourself – make sure your content shows off your personality, after all, you is what makes your brand/business unique!
If you follow all of our advice, it will take your social media strategy to the next level!
Develop your skills
If you want to learn more about social media marketing:
we have a range of hints and tips videos, recorded webinars and live webinars
check out Google's range of Digital Garage online courses - a set of excellent short videos that cover the basics of digital marketing and are completely free. Upon completion of the full set, you'll also receive a nice certificate!
alternatively, if you're short on time, check out this tutorial on YouTube - How to start social media marketing (4 essential tips for beginners).
Get in touch
Please get in touch if you would want to find out about our services and how we can help your organization grow.
Wednesday Oct 07, 2020
Wednesday Oct 07, 2020
Authentic communication has the capacity to forge connections and build relationships. Inclusion and diversity are high on the agenda for many organizations but the language in communications can still fall short.
Ensuring your intended audience feels a sense of belonging helps improve retention and customer satisfaction.
Have you considered The Social Model of Disability when you are writing?
Are you writing person-first language?
Are you including scripts with videos and podcasts?
These are just some of the things you need to think about. We have a super helpful Masterclass on 'Incorporate Inclusion Into Your Communications Strategy' to discover more about how you can improve your communications.
We also have a web accessibility checklist to think about/use when looking at your content platform and how you can improve the accessibility of your content.
Here are some hints and tips when thinking about producing documents which weren't covered in the masterclass:
use meaningful heading, bullet points, structure – using styles for bullets and tables helps a screen reader read content
use heading structured hierarchy ‘heading 1’, ‘heading 2’ etc instead of bolding headings
minimum of 12pt font size
sans serif font e.g. Arial or Helvetica
sentence case – avoid capital letters and italics
left aligned more favourable then justified
avoid underlining except for hyperlinks
single continuous columns easier to read than complex layouts
keep tables simple – avoid splitting or merging cells – use for data
avoid using colour as a sole meaning e.g. click on the green button – how would someone who is blind easily know which button is green
avoid footnotes and add explanations inline
Make sure you check out the range of our free marketing resources.
Monday Sep 21, 2020
Monday Sep 21, 2020
Are you worried about an upcoming interview and not sure how to prepare? Lucky for you, you’re in the right place. This blog contains our 12 top tips to help you nail your media interviews.
But first, what exactly is public relations and why is it important?
Public relations (PR) is about managing your organization's brand and communications, by using media channels (e.g. broadcast, print and online), relationships and activities. It is used to drive awareness, foster positive positioning, and counter negativity - especially in times of crisis. Introducing a PR strategy for you/your organization/brand can help you increase awareness, help manage your reputation and strengthen community relations.
1. Decide the best format
Before even deciding who is right to represent your organization/brand, you need to be thinking about which format of the response is appropriate. Is it a live interview or a written statement? It needs to align with your existing communications strategy, and you may want to reduce any reputational damage surrounding the story.
If for example, you need to defend a negative story that attacks your brand/organization; you're dealing with a reputation issue where you are already depicted as the villain; or crisis communication, you may want to issue a written statement rather than an interview and avoid attention-grabbing headlines by saying something you later regret.
2. Match the spokesperson to the format
Dependent on the format of the interview, you need to select the best person for the job. Consider whether they are quick on their feet to answer a question in a live interview, or whether they are better suited to respond to media queries in writing. You'll need to prepare the spokesperson for different kinds of reporters.
3. Research your interviewer and the medium
Discover a bit more about the person who is interviewing you. Look at their previous interviews to get a sense about what questions they may ask you. You can do this simply by popping their name into an online search engine like Google or Bing. They may even send over their questions in advance if you ask. It's vital to understand the motivations of the interviewer, you may discover through the research that the interviewer likes to delve into private/personal issues and so you need to be prepared for how to answer these. Also do confirm their correspondence email address matches that of the media outlet they say they represent. Many media outlets do commission freelancer writers - you just need to be sure they are credible individuals.
Also, look at the credibility of their platform and better understand who their audience is to ensure the answers resonate, and for you to get a better sense of what they might ask you.
4. Be prepared and consistent
Think about what questions you will be asked and prepare rough answers/list out summary points to discuss, and have a clear focus about the story you intend to tell. We recommend making a list of anything you want to cover. Don’t write a full script, keep your answers natural and tailored to the question. By developing go-to phrases to ensure a consistent 'to brand' message.
You may also want to think about how you can illustrate any points you make with examples. Where possible, undertake media training or get a real-life interview under your belt as soon as possible.
5. Display control and clear communication
To ensure you resonate in a multi-global environment, talk slowly and clearly during the interview and pause to emphasise certain points. This can be really helpful for those with stronger regional accents. By simplifying your language you'll have a clear more impactful message.
When answering a question, incorporate the question within the start of your answer to help keep your answers succinct. Do get your message across early and give examples - you don't have to wait to be asked - just make sure it fits with your responses and doesn't sound out of place. It's your story so use 'bridging' to help you get where you need to be.
Regardless of how much preparation you do, there may be someone that throws you a curveball. Stay composed and don't rise to the bait in an interview to keep the audience with you. Stick to the facts and don't speculate - remember it becomes public record - but avoid saying no comment. Some example answers to pivot or rephrase where appropriate are:
- I don't know about that, but what I can tell you is...
- the real issue is...
- what really matters is…
- that’s an interesting point however I think the real issue here is...
- I'm focused on [2020 and the challenges facing us right now]
Listen closely to what is being said, acknowledge what is being asked and decide how you want to answer.
When interviewing on the phone, if you stand up and smile as you speak (looking into a mirror helps), you'll project better and appear to have more energy. For a print interview - that starts the moment you walk in a room or answer the call.
6. Know the facts
When speaking to an authoritative figure, the interviewer will expect you to have a grasp of the facts and figures related to what you are discussing. Anything that needs to be clarified should be sent soon after the interview to avoid delays in dissemination. Ensure they are correct when stating them as they may become public record.
They are also great for combating challenging questions.
7. Beware of fake news
As part of your research, you will have looked into the interviewer and their platform to check the authenticity to minimize being part of a fake news outlet/story. If you see any errors or misquotes from the interviewer - make sure you reach out to the reporter, cite any errors and ask for them to be corrected before print. If printed, they may need to send out an amendment. Where possible, ask to approve the final piece to ensure the accuracy of information.
8. Concentrate on the flow
Practice doing interviews with a friend or colleague, record yourself on a device like a mobile and replay to see how you come across. Try to breathe and be more relaxed and natural, rather than robotic. When you bring in personal experience, you demonstrate more empathy which resonates well which can also be done with storytelling. Think of it more like a performance and inject some enthusiasm into it (but not too much so you don't want to go over the top!).
Most people feel daunted and on-edge when being filmed – if this is you, it’s important you practice. Discover examples of good interviews on YouTube.
Don't talk over the interviewer - always make sure you listen to their question and then give your considered response. It can make you look defensive, rushed and unprofessional if you answer before they finish.
9. What is your body saying?
When being filmed, use eye contact where possible with the interviewer to reinforce confidence. By using facial expressions you can easily portray your emotions – if it’s a positive story, remember to smile! Do use your hands to help you express your message but don't over-using them, and try not to fidget.
Telling you to relax is easier said than done, but if you prepare well, it will help you make the most of the opportunity. Remember to breathe!
10. Thank the interviewer
Be sure to thank the interviewer for their time and the opportunity.
11. Be the one asked to be quoted
When you demonstrate your authentic expertise in a smart, accessible way and provide interesting quotes, you'll become more attractive to the media to reach out to for quotes.
12. Dealing with trolls
Sadly we live in a world that has created an environment for trolls and trolling. These are individuals (anonymous or fake accounts, or true individuals) who post abusive, harsh, irrelevant and hurtful comments. They are looking to create a stir, cause a reaction and provoke a response. Regardless of your story or what is being trolled, you need to be prepared for this and have a strategy in place to minimize the impact:
- check they are actually a troll before taking any immediate action
- establish a community policy if managing a page or group and remind people of the rules with a link. Most social platforms have their own
- ignore them, don't feed the fire - be mindful your followers and fans may not ignore them but they will be watching how you might respond
- don't be baited
- if you've made a mistake, correct it and own it
- respond to them with facts to disprove their argument and misinformation
- make light of the situation and diffuse with humour
- don't delete their posts as it can escalate their behaviour
- either you or someone should be in control of blocking or banning them
- if you have a blog, make sure you approve comments so you can disregard trolling comments
- by having a loyal community, you may find that the community does some of the work for you
- submit a report to the social platform if they are in violation of the language policies
Check out Hootsuite's social media etiquette.
It’s also important to look after your own mental health – try not to let any negativity get to you and remember the reason behind your story.
We hope you’ve found our tips useful. If you would like further advice or one-on-one media coaching, please get in touch with us. We’re happy to help.
Tuesday Sep 08, 2020
Tuesday Sep 08, 2020
We're delighted to bring you our seventh instalment of our series covering scholarly communications hints and tips. This podcast looks at how to communicate and engage with academics in China on WeChat.
Make sure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover in our videos. The next in this series will be about Reddit. These are useful for those in academic and scholarly marketing.
Discover our helpful resources:
• Blog - https://www.internationalbunch.com/blog
• Done in 60 Seconds Podcast - https://www.internationalbunch.com/donein60seconds
• Podcast - https://www.internationalbunch.com/podcast
• Marketing Resources - https://www.internationalbunch.com/marketing-resources
• Website - https://www.internationalbunch.com
Tuesday Jul 28, 2020
Tuesday Jul 28, 2020
We're delighted to bring you our fifth instalment of our series covering scholarly communications hints and tips. This podcast looks at how to create organic reach on LinkedIn.
Make sure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover in our videos. The next in this series will be about Reddit. These are useful for those in academic and scholarly marketing.
Discover our helpful resources:
• Blog - https://www.internationalbunch.com/blog
• Done in 60 Seconds Podcast - https://www.internationalbunch.com/donein60seconds
• Podcast - https://www.internationalbunch.com/podcast
• Marketing Resources - https://www.internationalbunch.com/marketing-resources
• Website - https://www.internationalbunch.com
Monday Jul 13, 2020
Monday Jul 13, 2020
We're delighted to bring you our sixth instalment of our series covering scholarly communications and academic marketing hints and tips. This recording looks at how to build trust through authentic discussion. Make sure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover. The next in this series will be about WeChat. These podcasts are useful for those in academic and scholarly marketing.
Discover our helpful resources:
• Blog - https://www.internationalbunch.com/blog
• Done in 60 Seconds Podcast - https://www.internationalbunch.com/donein60seconds
• Podcast - https://www.internationalbunch.com/podcast
• Marketing Resources - https://www.internationalbunch.com/marketing-resources
• Website - https://www.internationalbunch.com
Tuesday May 12, 2020
Tuesday May 12, 2020
Hi, this is Lou Peck from The International Bunch, and I'm going to talk to you about Return on Investment or ROI in under 60 seconds.
ROI is the ratio between gain, so profit over a set time period or positive results like the number of sales leads from a conference, and the cost of investment like staff time and effort, event and paid social costs etc.
A high ROI is positive as it shows little effort with high impact or big costs with even bigger gain.
You want to deep dive into statistics to measure your campaigns and analyze their effectiveness ultimately resulting in what you should change, keep and stop doing. Establish benchmarks to measure ROI for more informed decisions. Think about it as what we do versus what we gain.
A simple example is:
(Sales Growth - Marketing Cost) / Marketing Cost x 100 = ROI %
Discover more helpful resources at internationalbunch.com/resources
Tuesday Apr 14, 2020
Tuesday Apr 14, 2020
The International Bunch was commissioned to carry out in-depth market research looking at a range of publishing organizations from across the industry. We explored how marketing departments are structured and the challenges they face. In addition to focusing on structure and how that changes, we also looked at the current trends in scholarly marketing and explored some of the key themes which emerged from the research. We’d like to thank those involved in this research project for their support and we have summarized the findings.
Read the blog post - https://bit.ly/2R2rC8Y
Tuesday Mar 31, 2020
Tuesday Mar 31, 2020
We're delighted to bring you our fourth instalment in our series covering scholarly communications and academic marketing hints and tips.
This fourth podcast covers Facebook algorithms and top tips for posting engaging content. Ensure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover. Our content is useful for those in academic and scholarly marketing, and beyond.
Discover our helpful resources:
• Blog - https://www.internationalbunch.com/blog
• Done in 60 Seconds Podcast - https://www.internationalbunch.com/donein60seconds
• Podcast - https://www.internationalbunch.com/podcast
• Marketing Resources - https://www.internationalbunch.com/marketing-resources
• Website - https://www.internationalbunch.com
Friday Mar 13, 2020
Friday Mar 13, 2020
Hi, this is Lou Peck from The International Bunch, and I'm going to talk to you about TikTok in under 60 seconds.
Beijing-based company ByteDance created the video social network Douyin for the Chinese market in 2016. They then launched TikTok in 2017 for those outside of China.
Users create short lip-sync, comedy and talent videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds. Made by young people for young people it is now seeing worldwide adoption across the age ranges.
TikTok is having phenomenal success, challenging YouTube in the video space. In 2019 it was declared the 7th most downloaded app of the decade.
There are four primary ad formats:
If you're looking to engage with digital adopters and early career researchers, this is a great tool.
Discover more helpful resources at internationalbunch.com/resources
Thursday Feb 27, 2020
Thursday Feb 27, 2020
We're delighted to bring you our third instalment in the new series covering academic marketing hints and tips. This third podcast looks at key themes and optimizing your account for Twitter. Ensure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover in our videos. The next podcast in this series will be about LinkedIn. These videos are useful for those in academic and scholarly marketing. Discover our helpful resources:
Friday Feb 14, 2020
Friday Feb 14, 2020
We're delighted to bring you our second instalment in the new series covering academic marketing hints and tips. This second instalment looks at optimizing your bio and activity.
Ensure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover in our videos and podcasts. The next in this series will be about Twitter. These videos are useful for those in academic and scholarly marketing. Discover our helpful resources:
Friday Feb 14, 2020
Friday Feb 14, 2020
We're delighted to bring you our new series covering academic marketing hints and tips. This first instalment looks at three key strategies and common mistakes to avoid with YouTube. Ensure you subscribe to this channel to receive updates of great content we post and let us know your thoughts, or what else you want us to cover in our videos and podcasts. The next in this series will be about Instagram. Useful for those in academic and scholarly marketing.
Discover our helpful resources:
Friday Jan 03, 2020
Friday Jan 03, 2020
Hi, this is Lou Peck from The International Bunch and I’m going to talk to you about DORA – The Declaration on Research Assessment in under 60 seconds.
DORA recognises the need to improve how we evaluate scholarly research outputs like removing such heavy reliance on impact factor as a key measure. It acknowledges that the evaluation of scholarly and research outputs should be based on the accomplishments of those individual outputs, rather than on journal-level metrics.
It was developed in 2012 during the Annual Meeting of the American Society for Cell Biology in San Francisco, then published on the 13th May 2013.
DORA has become a worldwide initiative covering all scholarly disciplines and all key stakeholders including publishers, funders, professional societies, researchers and institutions.
As of January 2020, 1,800 institutions have signed the declaration and 15,500 individuals.
Discover more helpful resources at internationalbunch.com/resources
Friday Jan 03, 2020
Friday Jan 03, 2020
Hi, this is Lou Peck from The International Bunch and I’m going to talk to you about the six most common types of peer review in under 60 seconds.
Discover more helpful resources at internationalbunch.com/resources
Wednesday Sep 18, 2019
Wednesday Sep 18, 2019
Hi this is Lou Peck from The International Bunch and I’m going to talk to you about why peer review is important in under 60 seconds.
Peer review has played an essential role since ancient Greece, and is the backbone to the article publishing process, and ensures high-quality research is published.
Upon submission, the paper is reviewed by the editorial office to assess originality, validity, and significance. If the editorial team is satisfied, industry peers (or assigned experts) review the paper, and decide whether to accept or reject it – generally there is feedback to make modifications as part of acceptance. It is quite common for peer reviewers to do this work voluntarily.
Here are six common types of peer review:
Discover more helpful resources at internationalbunch.com/resources
Tuesday Jul 02, 2019
Tuesday Jul 02, 2019
Hi this is Lou Peck from The International Bunch and I’m going to talk to you about what is a DOI in under 60 seconds.
DOI stands for digital object identifier and is a unique number assigned by a registration agency (for example doi.org) to a range of different content. It provides a persistent URL to online content.
Like ORCID provides researchers with a unique ID, DOIs provide a unique ID for published content.
Publishers assign DOIs to content as part of the publishing process and they do this through services like CrossRef.
DOIs start with a 10 and contain a prefix and suffix. The prefix is unique to the organization assigning it (for example the publisher or repositories like figshare).
You’ll find DOIs used in citations and by a number of services like Kudos and Altmetric to expose article metadata and show altmetrics relating to the article to demonstrate impact.
Discover more helpful resources at internationalbunch.com/resources
Wednesday May 29, 2019
Wednesday May 29, 2019
Read the podcast in The International Bunch blog - http://bit.ly/2Qx2Jkz
