Leigh Feldman is a content manager and large data submitter for The Octopus Corporation. Here is a link to the website:
Q: What exactly is a large data submitter?
A: A data submitter is similar to a community manager in that it uses various social software platforms to facilitate digital conversations between brands and its consumers/community. Ideally you are using technology to help companies talk to potential clients and prospective purchasers about certain products by making them interested in and aware of the larger brand identity.
Q: What sort of qualifications did you have to have to get your job?
A: Someone needs to have a good understanding of trend-forecasting/trend-reporting, what makes ads ‘sticky,’ basic online marketing principles related to SEO/meta-tags, an ability to write creative ad copy, and be able to recognize when certain items (whether it be pictures/videos/links/stories/live-streams) are beginning to spread to a larger audience.
Q: What do you like about working in Portland?
A: I love that it is a creative culture. Everyone here has an idea that will make them and some of their friends rich and famous.
Q: What don’t you like about it?
A: I hate that it is a creative culture. Everyone here has an idea that will make them and their friends rich and famous, and so few are willing to chart out the steps it will take to see said idea to completion.
Q: Why should my readers hire a marketing company to submit data for Twitter; can’t they just tweet themselves?
A: It’s not just about submitting data to Twitter, it’s about understanding the frequency with which a consumer will visit your site/page, how far the reach of your content spreads, what the actual yield is for each post, and what the engagement and interaction is from your community (both positive and negative). People can absolutely tweet and post themselves, but understanding when and what is the important part, especially in relation to a brand.
Other benefits of a reputable company can be that they can show you how your media metrics relate to a business metric so that you can have a better idea of where to put your resources and budget(s). The purpose of any social media campaign should be to decrease costs and increase revenue. If a company does not have a strategy/plan for ways to do this they should not be in this business. Hiring a firm is absolutely an investment; a decent one can/should/will hopefully bring you a non-financial return for your brand, a great company will bring you a financial one.
Q: What was the most challenging job you’ve ever had?
A: In non-marketing work I was actually the tour dj for the Jonas Brothers for an incredibly brief period of time. I’m not joking. Dealing with so many requirements from so many personalities was definitely challenging, but it was a great experience and taught me a lot about dealing with constantly changing expectations. In marketing work, I was part of a team for a client who wanted us to shift their outreach focus to grow their company Facebook page by 5000% in a very short period of time (you read that correctly, 5000%). The challenging part was trying to convince the client that what they wanted was simply for vanity purposes and that previous experiential marketing campaigns showed greater success in creating loyal purchasing behavior from their consumers than Facebook activity. This was another case of personality creating the challenge opposed to the actual activity, but it showed to me that in this digital age where ‘infinity’ is (im)possible, for some clients ‘socializing’ becomes objectified and turned into a competition, one in which they will never be satisfied unless they have as much or more than someone else.
Q: How would you market my blog?
A: What are your expectations? Who are you trying to reach? Where would you like to see your blog ‘be’ that would make you happy?
Q: What is the biggest marketing mistake you’ve seen people make?
A: Never taking advantage of data collection/data retention. Not recognizing that every interaction someone has with you or your brand is an opportunity to turn them into a loyal consumer and/or brand evangelist. Not believing in their own product enough to take a risk for a return. Hard to decide which one of these is the most detrimental as they hurt businesses in a variety of ways in different stages of development.
Q: What is tagged content and how does one sell it?
A: Tagged content is a post that has a number of descriptive/specific/related keywords – similar to a label, but often known as metadata – that provide numerous search-ability, identity, classification, original ownership etc. etc. benefits.
Q: What was the best marketing campaign in history?
A: The one that made us all believe that certain types of paper and metals and stones are worth more than others and will in turn make us happy. Who started that one? I’m sure they are wealthy. Hopefully happy too.
Please note; Eliza’s interviews are done by email. All answers are unedited and come right from the lovely fingertips of her subjects:)