Tag Archive | "Global"

We Want To Be the World’s First Global Sleep Brand, Says Casper CEO

“We really consider ourselves the sleep company,” says Casper co-founder and CEO Philip Krim. “Everything we do is about helping our customers sleep better. It’s about getting a great mattress but it’s about everything that could help you sleep. We’re trying to take products to market that are end to end about sleep solutions. We want to be the world’s first global sleep brand and we think we’re well on our way to doing that.”

Philip Krim, Casper co-founder and CEO, discusses how Casper, a highly successful direct to consumer brand (DTC), is still in the early days of growth in an interview on CNBC:

We Want To Be the World’s First Global Sleep Brand

We actually think Casper stands alone. We really consider ourselves the sleep company. Everything we do is about helping our customers sleep better. We think end to end about sleep. It’s about getting a great mattress but it’s about everything that could help you sleep. In January we launched a technology product, a lighting product, that actually helps you wake up better and fall asleep better. We’re trying to take products to market that are end to end about sleep solutions. We want to be the world’s first global sleep brand and we think we’re well on our way to doing that.

We think we’re really one of the first of our kind. We were a digitally native business, having launched online with Casper.com, but we’re actually now scaling our business offline as well. We’ve opened up 23 retail stores and we have great partners with folks like Target. We believe that we will have a business where no matter how consumers want to shop for our products we have great products and great experiences. We actually think there’s really not a public company comp that’s done that journey.

Repeat Revenue Increases Dramatically As We Launch New Products.

Yesterday we launched our hybrid line which is actually the combination of innerspring technology and foam technology. We launched two different models around that. For us, we’re actually still able to compress those mattresses, ship them anywhere in the country, and they’re really phenomenal products that we’re in development for over a year in our Casper Labs program based in San Francisco. From a cost structure, it works just the same way as our foam mattresses. You can compress it, you can ship it anywhere, it’s super fun to open and they sleep really great.

We make great pillows, we make great sheets, and we make great lighting products. We are seeing higher and higher attachment rates as we launch new products and we’re seeing repeat revenue increase dramatically as we launch new products. We’re only a five-year-old company, actually as of this month. We launched April of 2014. As we get our customers to be a little bit more mature we’re seeing them come back time and time again not just to buy mattresses but to buy our full suite of products. That’s really exciting for us.

We’re In the Early Days of Scaling

We actually changed the way that you would return a mattress. In the industry traditionally it’s a huge pain, but with us, you call us up and we’ll pick up the mattress. You don’t even have to pack it back up, nothing. We will come to pick it and up and then we donate it locally. We appreciate that you gave us a shot. We also are changing the way that people shop for the products. We have our Casper.com website where you can learn all about these great products but we have 23 stores that we’ve opened. We’re opening up over a dozen this quarter, two this week in fact, and those stores are a great complement to the online experience.

We don’t break out profitability overall. Casper has a great product, we have a great business model, and we’re seeing that by taking it to market both online and offline that it’s actually growing our online business in a very efficient way. We think this go to market strategy is working well. We’re in the early days of scaling it and we believe we can keep building this out for years to come.

We Want To Be the World’s First Global Sleep Brand, Says Casper CEO

The post We Want To Be the World’s First Global Sleep Brand, Says Casper CEO appeared first on WebProNews.

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Digital Marketing Spotlight: An Interview With Ursula Ringham, Head of Global Influencer Marketing, SAP

Influencer Marketing Interview Ursula Ringham

Influencer Marketing Interview Ursula Ringham

They say curiosity killed the cat, but in Ursula Ringham’s case, curiosity is her special gift—both personally and professionally.

“I’m a fiercely curious person who loves storytelling,” Ursula told me. “I guess it’s my hidden talent; I can strike up a conversation with a stranger and get them to tell me their full life story. I’ll talk to anyone. I want to know people and how they think.”

Her curiosity and “love of story” have guided her throughout her marketing career—from early positions at Adobe and Apple to self-publishing a thriller novel to her latest role as Head of Global Influencer Marketing at SAP*.

“I’m no millennial, but I have the millennial mindset,” she says. “You have to go after what you want. You can’t let fear decide your future. And I know if I put my mind to something, I can do it.”

As influencer marketing booms and social media marketing experiences a quasi midlife crisis, I sat down with Ursula to talk misconceptions, tools, and tips on both marketing fronts.

Q&A with SAP’s Ursula Ringham

Ursula Ringham, Head of Global Influencer Marketing, SAP1. Tell me about yourself. How did you come into the digital marketing space and eventually join SAP?

I was in the right place at the right time. As you know, I worked at Adobe and Apple, so I had a career in high-tech early on. I actually left Apple right before the first iPhone came out, and I stayed at home with my kids for about eight years.

When it was time to get back in, honestly, no one would hire me. They’d say: “You have great experience from back in the day, but you can’t compete.” Things had changed.

But even when I was at home, I was always doing something—I did some consulting and also worked on my passion for writing. That’s when I wrote and self-published my thriller novel, “Privileged Corruption.” I took creative writing classes, attended conferences and events when I could—and this is still something I do today; attend events to continue to develop because I still have several books in me.

Then in 2012, I was talking with a girlfriend and she said she needed someone to write customer success stories. And while I didn’t have the exact experience, I could write and I thought: “I can do anything if I put my mind to it.”

So, I got a job as a contractor; someone took a chance on me. And that someone was at SAP.

2. You have extensive experience with social media. What have you found to be the universal truths of social? (The things that stay the same no matter what platform or algorithm changes occur.)

Authenticity and storytelling; you need to own your brand—but you need to do it strategically.

As an individual on social or through your brand channels, you need to share the truths about who you are in a way that connects with your audience.

For me, these are the “five truths” I share with my following:

No. 1: My work.

Tell a story that enables people to come with you on the journey. Your audience doesn’t want to hear that your company just released a new product or service. They want to know how you’re solving problems or making a difference.

No. 2: My family.

I don’t give every detail here—just sprinkle some things in. This is how people see a different side and get to know me. You have to give something personal.

No. 3: My passion.

You have to share something you love. Dogs, skiing, Star Wars, poetry—the list goes on. Share something you’re passionate about because you’ll be able to form connections with people who have the same passions.

No. 4: Sports.

Whether you’re a sports fanatic or simply tolerate them, it’s something everyone can connect with and discuss—whether it’s your child’s little league baseball game or the NBA Finals.

No. 5: Third-party voices.

It could be an article from my favorite journalist or the latest commentary on the royal wedding. The point is to share things that you and your audience find interesting.

The bottom line here is: Be authentic. Be yourself (or your brand). But be strategic.

[bctt tweet="As an individual on #socialmedia or through your brand channels, you need to share the truths about who you are in a way that connects with your audience. - @ursularingham" username="toprank"]

3. What do you think is most misunderstood about influencer marketing?

For one, people often think that influencer marketing is all about celebrities hocking a product. It’s truly not about that—especially in the B2B realm. It’s about highlighting experts who have real experience on the business challenges a brand’s audience faces.

Secondly, it’s not always about the number of followers or connections an influencer has. Some people think: “Oh my God. We have to work with this person. They have a million followers.” Your influencers have to be able to relate to your audience and that skill isn’t necessarily determined by a large following.

Thirdly, influencer marketing is not a one-and-done tactic. You want it to be for the long haul, so influencer relationships are everything. You need to dig deep to learn who your influencers are and the expertise they bring, and build a relationship by consistent and thoughtful engagement.

Lastly, influencers can be found within your own company. Your employees can be influencers. People often forget this. You can and should combine internal and external influencers.

4. What’s one “influencer marketing must” that marketers often overlook?

You must have a call to action. What’s the point? What’s your end goal? How are you defining success? Where are you sending them?

Whether your goal is brand awareness or lead gen, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey.

[bctt tweet="Regardless of your goal, if you’re telling a story that has people on the edge of their seat, you need to give them a natural next step to continue their journey. - @ursularingham #InfluencerMarketing" username="toprank"]

5. Let’s say you’ve run into a long-lost marketer friend who’s considering working with influencers. Where do you tell them to start? What do you tell them to be cautious of?

The main thing is: If you want to succeed, you have to be in it to win it. You have to be on social media, you have to be engaged, you have to follow influencers, you have to engage with them, and you have to read, watch, or listen to their content. And all of this is before, during, and after you reach out for the first ask.

When it comes to vetting who you want to work with, start by digging into their social channels.

Twitter is a great place to learn about the topics and types of content they’re interested in. LinkedIn is great for this, too, but that’s where you can really vet whether they have the expertise and background to make a partnership a good fit. Facebook and Instagram are where you can see if you really want to work with them since you’re typically able to see more personality there.

As for something to look out for, as you’re viewing their social posts, see if they’re just sharing the same things on every channel. A post on Instagram with 10 hashtags will not work on Facebook. Every channel is different and if you keep seeing the same post, it’s like: Where are you? Where’s the authentic side?

Finally, you should be very selective on who you work with. You need to make sure they’re a good fit. Sometimes I’ll actually reach out to a mutual connection or a colleague at a different company to see if they’ve worked with an influencer before and get their read on them.

[bctt tweet="If you want to succeed at #influencermarketing, you have to be in it to win it. You have to commit. - @ursularingham" username="toprank"]

6. Where do you think GDPR and data privacy as it relates to social media and influencer marketing will have biggest impact on how brands engage? (What do brands need to consider?)

GDPR is going to be the stake in the ground for all data privacy—bar none. As GDPR kicks off, we’ll start to see lawsuits and controversies in the news and people will become increasingly aware and engaged. In the U.S., we’re already becoming more aware of data privacy issues, especially after Cambridge Analytica.

But bottom line, GDPR will be really important. And as a result, our influencers will become even more important and valuable. They’re going to be our trusted brand ambassadors; our trusted voices. They’ll be a huge asset because people don’t trust brands outright—they trust people.

[bctt tweet="In light of #GDPR, influencers will become even more important and valuable. They’re going to be our trusted brand ambassadors; our trusted voices. - @ursularingham #InfluencerMarketing" username="toprank"]

7. What’s in your social media marketing toolbox? (What platforms, tools or best practices are your must-haves for success?)

On the personal front, I’m on Twitter, Facebook, Instagram, and LinkedIn. A key best practice for me here is tailoring the content and the messaging for each platform because my audience is different for each.

In addition, I post in the moment, every day. Authenticity is important, so I rarely use scheduling tools.

Now, for the brand marketers out there, you absolutely need a social media scheduling and management tool. You need help. And there are so many tools out there like Hootsuite or Buffer, but do your research and select one that meets your brand’s needs from a management and budgetary perspective.

8. How about your influencer marketing toolbox?

Brands engaging in influencer relations and marketing need a tool to help organize, identify, and manage relationships with influencers. A spreadsheet won’t get you very far. Tools can help you keep up with what your influencers are doing and sharing, so you can regularly engage and continue to build relationships.

Like with social media management tools, there are several options like Traackr or Onalytica, so do your research and pick one that’s the best fit.

9. Finally, what are you most excited for in your new role as Head of Global Influencer Marketing for SAP?

Building a world-class influencer program that helps SAP become a Top-10 brand. And we’ll do it through innovative storytelling. We make incredibly innovative products, so we need to tell our stories in innovative ways. And working with influencers will help us do that.

I love pushing the envelope. I love innovative content. And I’m excited about what can happen when we think a little differently.

10. Any final words for other marketers out there?

In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.

Finally, embrace curiosity, think and do things differently, and embed yourself in your craft if you want to innovate.

[bctt tweet=".@ursularingham's message to #marketers: Embrace curiosity, think and do things differently, and embed yourself in your craft if you want to innovate." username="toprank"]

Ready to Take the Influencer Marketing Dive?

As Ursula so eloquently said, in order to succeed at influencer marketing, you have to be in it to win it. You have to commit. So, why not start with immersing yourself in influencer marketing tips, tactics, and strategies.

Check out some of these helpful posts to get you more in the know and help you make the leap:

Finally, a big thank you to Ursula for sharing her story and insights. You rock! If you want to connect with Ursula, follow her on Twitter or LinkedIn.

Disclosure: SAP is a TopRank Marketing client.

The post Digital Marketing Spotlight: An Interview With Ursula Ringham, Head of Global Influencer Marketing, SAP appeared first on Online Marketing Blog – TopRank®.

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Google fighting local battles over global control of its index in Canada, France

Regulators and courts seek to assert authority over global search results rather than limit decisions to their own countries.

The post Google fighting local battles over global control of its index in Canada, France appeared first on Search Engine Land.



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SearchCap: Google APIs, global SEO & public relations

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Global Content Marketing for Enterprise — September 24 Webcast

Technologies, tactics and tricks for gaining market share with exceptional content.

The post Global Content Marketing for Enterprise — September 24 Webcast appeared first on Search Engine Land.



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SearchCap: Google Penguin Rolls On, AdWords Editor Revamped & Mobile-Friendly Labels Go Global

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Ecommerce: Why going global really means going local

Global ecommerce is growing and the key to brands looking to extend into new markets will understanding the local culture in those new markets. Watch this video from the MarketingSherpa Media Center at IRCE to learn more from Rob Garf, Vice President, Industry Strategy, Demandware, on how preserving brand value and relevance across multiple cultures will be vital to delivering a consistent brand experience.
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World Cup 2014 Google Logo Goes Global

Today’s Google logo  kicks-off the 2014 FIFA World Cup tournament. The animated logo on Google’s homepage begins with an the word “Google” in an alternative font to the logo’s usual typography and a soccer ball (or football, if you’re from outside the US)…



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Multichannel Marketing: 3 tips to help take your e-commerce global

Achieving e-commerce growth in a global marketplace is tough for any organization. This is especially true when you consider the increasing complexity of global e-commerce coupled with the challenges of reaching new regional customer bases that are different than your existing customers.

Read this MarketingSherpa Blog post to learn three tips based on how Tom Davis, Global Head of E-commerce, Puma, used a multichannel marketing approach to successfully position Puma’s e-commerce initiative worldwide.
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Email Deliverability: Global stats show North America leads — but we have work to do

Last week, we had the pleasure of co-presenting a webinar on email deliverability with Tom Sather, Director of Professional Services at Return Path, the webinar’s sponsor. Sather noted the average inbox placement rate (the percentage of emails sent that make it to the inbox) is somewhat low across the globe. As you can see from the webinar slide below, emails in North America fared a little better in the study.
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