Straight Talk | Ted Rubin

Moms pride themselves on being savvy consumers who can sniff out a poseur brand. Brands need to be the conduit for information to moms from other moms and from experts, but be wary of star power… celebrities don’t cut it. Marketers that have a mom’s trust have worked to earn it, by making good products, [...]

e.l.f. Cosmetics growth and marketing was built on what I call social media 1.0… email, blogs and reviews, moved onto MySpace and FB, and felt that moving into the more scaleable environments that interact and take advantage of the viral nature of the social graph was the obvious next step. Facebook, YouTube and Twitter have [...]

Experiment means try different approaches until you hit the one that works. To often “strategic planning” means setting a course and sticking by it no matter the feedback. The benefit and beauty of social marketing is the ability to experiment in a new environment and chart a course that may otherwise have never been discovered. [...]