Posts by Tim Linberg

Measuring What Matters

Posted on February 27th, 2015

When it comes to the metrics that measure the efficacy of public relations, social media and content marketing, we have all fallen into the trap of reporting what’s easy, instead of reporting what matters. We like big numbers, and “hockey stick” charts. We have been conditioned to define and defend our work through quantitative measures, instead of qualitative ones. More impressions. More coverage. Bigger communities. Numbers at any cost. But the fact that impressions, press coverage lists, and Facebook page likes are still viewed as industry standard KPI reflects, and I’m paraphrasing Moneyball here, an imperfect understanding of where ROI comes from. Let’s be blunt. “Impressions” are the emptiest metric there is. “Impressions” are potential eyeballs, that’s it. It’s the equivalent of magazine circulation.…

We’re Hiring a Digital Marketing Analyst

Posted on November 26th, 2014

We’re searching for an accomplished marketer and analyst to help manage all things digital for our clients – especially building, executing and managing world-class online experiences, including: Maximizing the effectiveness of the company websites to drive lead and customer acquisition; Delivering actionable insights and recommendations to the marketing team; Providing marketing solutions through website optimization, SEO, PPC, email marketing, and integration with broader digital initiatives; Analyzing campaigns, web metric trends and providing fast, accurate reports to improve and/or add functionality in order to gain the best ROI; Utilizing marketing databases, marketing analytics platforms (e.g. Google Analytics, Adobe Site Catalyst), digital marketing technologies, marketing automation (e.g. Click Dimensions, HubSpot, Eloqua) and A/B testing; Partnering with client Marketing teams to improve customer attraction and retention as well as…

Surviving Viga

Posted on April 4th, 2014

5 key tactics for surviving your trip to our stellar local italian eatery, Viga. 1. Know your order before you go in: You won’t have time for guesswork. It’s a high stress environment and you can’t be caught with your pants down. If you are a first-timer, check out the online menu before you go. Otherwise, order the first thing you see. It’s likely to be good, and you will cause chaos with any delay. 2. Stay right: The hot food line forms to the left as you walk in the door. This means pizza and pasta. If you are having a sandwich, you need to stay right as you enter. Once you make that first move, you either stay right for cold sandwiches,…

The buzz on Facebook Paper is well deserved. I just don’t use it.

Posted on February 7th, 2014

On Monday, Facebook unveiled their uber-hyped news and stories app Paper. Like Zite and Flipboard, Paper serves up content surfaced by your social network, but also offers curated news, videos and images from a handful of categories like tech, sports, and cooking. Here is what I wrote that afternoon …. “The buzz is well deserved. Paper is beautifully designed, and at the most basic level it’s simply a better Facebook. More visual, less busy, thumb friendly. Paper is built around a few simple gestures. You don’t scroll through Paper as much as you flick through it. You explore HD photos by titling your device to see what you want to see. It’s intuitive, ad-free (for now) and also something else that Facebook hasn’t been…

Mindie is a rush of music from a visual jukebox.

Posted on November 3rd, 2013

Mindie, the new short-form video app that launched recently, allows users to add a soundtrack to their looping videos. If that sounds similar to Vine and Instagram, it’s not. It’s different, and it’s better. Mindie taps into iTunes API to give you a virtually limitless selection of honest-to-goodness free to use music from every artist you can think of. It turns the banality that is clogging up the competition into a 7-second music video, and provides an opportunity to create a moment that has depth and an emotional hook. The biggest point of differentiation here is that Mindie is a music discovery app that uses video, not the other way around. They have tapped into the affinity for sharing music in the social space,…

We’re Hiring: Director of PR

Posted on October 2nd, 2013

ABOUT BREAKAWAY BIG is a hybrid strategic consultancy, creative agency and venture capital firm in Boston. We invest in cool and promising early stage brands that meet at the crossroads of consumer and technology and we often partner with these firms to be their creative and branding agency. We are experts at creating new brands, reinventing or reinvigorating existing ones, and driving them to all to grow. We are also embedded partners with many large brands who are looking for something different in an agency model – one with strategic insights based on years of agency and client experience, the creative chops to bring those insights to life, and the business acumen to do it all for the right reasons. A partial list of…

Breakaway profile in Boston Business Journal.

Posted on July 7th, 2013

We love being a part of the business and VC community here in Boston. The city is bursting with opportunity, and it’s exciting for us to be surrounded by so many brands and people that are pushing the envelope. Boston does indeed know how to “do consumer.” Two of our head-honchos Dennis Baldwin and Scott Maney recently had the chance to sit down and talk shop with Kyle Alspach from Boston Business Journal, and share some updates about our creative work, as well as our plans to ramp up a new capital fund in the fall. Breakaway Innovation Group expects to begin raising a new fund of at least $50 million in the fall, says CEO Dennis Baldwin. You can read the full article here. Share this:Email

I’m a fan of Spam. I just don’t want to eat it.

Posted on May 16th, 2013

I can say with relative certainty that the last time I had Spam was 1979. I was on a boat trip with my father and brothers, and my dad made us fried Spam sandwiches for dinner. Spam, fried in butter until browned, served on white bread with yellow mustard. We had been on the boat all day, first hot and now cold as the sun went down. A little sunburned maybe, hair (when I still had it) thick with salt. Hungry enough to salivate at the smell of ham loaf being fried in a tiny, windowless galley kitchen. I don’t remember much about being 7, but I can tell you I loved that fried Spam sandwich. It hasn’t occurred to me since then to…