David Corr

Berry Network

David is Berry Network’s Director of Marketing Communications and is responsible for the development and execution of online and offline marketing and communication strategies for the agency. David has a rich work history that encompasses all aspects of marketing included sales, sales training, product management, marketing operations, branding, and communications. David holds Bachelor Degrees in Business Administration and Political Science from the University of Rhode Island, and an MBA from the University of Dayton.

Content Based Marketing: It Takes A Village

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Posted on 2011-10-05

Why do some BtoB companies excel at content based, social media marketing while others falter? Based on my own experience, and observing how other companies have used content based marketing, I think the biggest reason is company buy-in.

With traditional marketing, the marketing team creates the message, branding, ad content, sales collateral, and the like. They control the message and push it out through the regular channels. The rest of the company sits back and lets marketing do their thing. With traditional marketing, the biggest challenge is getting the funds needed to carry out the marketing plan.

The challenges with content based marketing are decidedly different. Sure, the budget issue is still there, but the biggest hurdle is developing a steady stream of relevant...

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3 Hard Truths About Facebook Marketing

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Posted on 2011-08-08

I am a big fan of Facebook Pages. I have spent a lot of time reading, blogging, and educating myself about using Facebook Pages as a marketing tool; just look at my last few blog posts. I think Facebook Pages are a powerful way for businesses to connect with their customers. Even so, I am a realist. I know that given the media attention Facebook is getting these days, that there are a lot of misconceptions about Facebook Pages. While I encourage all marketers to embrace the use of Facebook Pages, those of us who have been through the learning curve have a responsibility to cut through the hype and inform those that are new to Facebook marketing about the realities of the medium. With that said, below are three hard truths about Facebook marketing.

1. Facebook Pages won’t drive instant sales

Marketers that build Facebook Pages looking for instant sales are going to be disappointed. Why? Because Facebook Pages are not intended to target the ready-to-buy...

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10 Facebook Ad Units Explained

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Posted on 2011-07-21

Most people know that Facebook is the world’s largest social network. What they may not know is that Facebook is expected to generate over $2 billion in revenue from display advertising in 2011 and is on track to pass Yahoo! as the top online display-ad selling company in the U.S., according to a new study by eMarketer. According to the research, Facebook’s U.S. display-ad revenue will grow this year by 80.9% to $2.19 billion, giving it a projected 17.7% share of the market. Yahoo! will drop to an estimated 13.1% of the display-ad market from a leading 14.4% share in 2010. With so much money being invested in Facebook ads, I thought it would be helpful to take a look at the 10 different types of Facebook ads available to marketers today.

Facebook Ad Units

1. Page Ads are the most common ad type and are...

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11 Point Facebook Checkup

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Posted on 2011-06-09

If you manage a Facebook business page you most likely spend a most of your time managing your Wall content, reviewing your page analytics, or checking out the latest and greatest apps. But every now and then it makes sense to take pause and assess your Facebook health and well-being; to diagnose and treat the biggest small problems before they become big ones. With that in mind here is an 11 point checkup.

1. Review your permission settings to ensure maximum exposure (edit page/page settings) Unlike a personal page where you want to limit exposure, the permission settings on your business page should be set in such a way as to maximize your exposure.

2. Make sure you have more than one page administrator (edit page/manage admins) Having only one page administrator can be dangerous, as page administrators are the only people allowed to make changes to your page....

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News Flash: Not Everyone Thinks Like You

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Posted on 2011-04-25

One of the more frustrating parts about being in marketing is that the ideas we come up with are often scrutinized by others that only see things through their own eyes. They make the assumption that everyone thinks and acts just like them. Take social media; if you are like me, you have probably heard statements like the following:

“I don’t understand why we need to invest in Twitter. I tried Twitter and didn’t like it.”

- Despite that over 50 million active Twitter users do like it and use it.

“Why should we invest in Facebook, only college kids and teenagers use it.”

- Despite 38% of Facebook users are age 35 or older and the growth rate for those 55 and older is 59%.

“The only thing LinkedIn is good for is to find a new job.”

- Despite that LinkedIn can help you get answers to tough business questions by connecting you to experts in your...

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What is Your Facebook Welcome Tab Strategy?

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Posted on 2011-02-24

If you read information on best practices for Facebook business pages, the creation of a custom welcome tab is usually one of the first things mentioned. A welcome tab is a special tab created to greet new visitors to your page. Welcome tabs are usually set as the default tab for people that have not Liked your page; meaning new visitors are automatically taken to the welcome tab rather than your Wall. Once someone Likes your page, the next time they visit, they are taken to your Wall.

Without a welcome tab new visitors are taken to your Wall, which is generic (all Walls look the same) and not very welcoming. A welcome tab addresses these issues. It gives you a dedicated space to communicate with new visitors. The question then becomes how will you use this space? What will be your Facebook welcome tab strategy? After viewing many welcome tabs for small and medium-sized businesses, I believe an effective welcome tab should do the following:

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What Exactly is Mobile Marketing?

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Posted on 2011-02-15

In my last blog post I wrote about why I thought 2011 would be the year mobile marketing went mainstream. After finishing the post, I found myself thinking about how to define mobile marketing and how you would categorize the many forms of mobile marketing.

After reading many definitions of what mobile marketing is, I found this definition from The Mobile Marketing Association (MMA), which defines mobile marketing as “a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

What makes mobile marketing unique is the engagement factor. The MMA defines engagement to mean, “to start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need.” It is this engagement factor that makes mobile marketing so attractive. Engagement in...

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Why 2011 Really Is The Year For Mobile?

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Posted on 2011-01-21

It seems that the marketing buzzword for 2011 is mobile. Everywhere I look I see articles, blogs and Tweets about the emerging mobile marketing opportunity. This is nothing new. I heard this as far back as 2008. But things are different this time. This time I think it is real. Why? It is partly based on the numbers and my own personal observation.

The primary reason mobile marketing failed to emerge as an effective form of marketing in the late 2000’s was a lack of technology. There simply weren’t enough smartphone’s in use. As a result, mobile phones were used primarily for voice and texting. This is no longer the case. A recent report by comScore showed that more than 234 million Americans ages 13 and older used mobile devices. Over 61 million American’s have smartphones, (25% of all mobile phones users), and that more than 50% of all mobile phones sold in the U.S. today are smartphones. Even the majority of non-smart phones still offer text messaging and web surfing,...

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4 Reasons Why Your Business Needs A Facebook Page

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Posted on 2010-11-15

Just as the advent of the internet led companies to build websites, the popularity of Facebook is causing many marketers to want to build Facebook business pages. With over 500 million users (larger than the population of the United States) Facebook has become the number one social networking site in the world. Even so, many companies don’t have a Facebook business page. Why? The reasons vary. For some, they don’t understand the true value of having a Facebook business page. For others, it’s because they simply don’t have the time, resources, or knowledge needed to build an engaging page.

Whatever the reason, they may want to reconsider after reviewing these four reasons why your business needs a Facebook page.

1. Increased consumer engagement
Facebook helps businesses turn a transaction into an ongoing customer relationship by building and maintaining a loyal consumer following with consumers who are most likely to buy again and again. It is a great...

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5 Ways to Make Your Local Search Program Truly Local

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Posted on 2010-10-18

The most prevalent form of Internet search today is local search. Local search refers to all the ways people look for information at a geographic level. Local search queries include not only information about “what” the site visitor is searching for (e.g. home repair) but also “where” information, such as a street address, city name, or ZIP code (e.g. home repair, San Francisco). A report by comScore in May, 2009 found the growth of local search far outpaced that of regular search.

The growth of local search is great news for advertisers, because people who conduct general searches (car insurance) are mostly researchers, while those conducting local searches (car insurance, Richmond Virginia) are more apt to be buyers. In order to maximize your marketing ROI, your search program needs to take into account consumer’s preference for local search, which can be accomplished by implementing the five tactics outlined below.

1. Add Local Modifiers
The...

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