Buzz Marketing for Technology

JANUARY 19, 2011

Sitting around the dinner table a fellow marketer the other day I heard this term I never heard before … a Twintern. Sure you probably heard of a Marketing Intern before … you know someone from a local college looking to learn a bit over the summer, maybe get their foot in the door of a multi billion dollar firm and who might make them an offer when they graduate.

Posterous 252

Posterous Case Study Fashion Study 252

Buzz Marketing for Technology

APRIL 6, 2011

Paid, owned and earned media. Those three words, often shortened to “POE,” have bounced around for years. And, like the contemplations of communication theorist Marshall McLuhan, they have taken on new meaning with the collision of traditional and digital marketing strategies. In 2009 Forrester issued a report that outlined the world of interactive marketers in the digital space.

Marketing 243

Marketing Analysis Data Report 243

Buzz Marketing for Technology

JUNE 8, 2011

Some advertising agencies charge you hundreds of thousands of dollars to create what they call the “ideal customer persona”. I discussed how you can do this for FREE with Facebook in a prior post called Generating a Buyer Persona with Facebook Advertising but unfortunately you do get what you pay for. What if there was a way to build the ideal customer persona by using social data?

Data 241

Data RSS ROI Eventful 241

Buzz Marketing for Technology

OCTOBER 12, 2011

“If you don’t like change, you’re going to like irrelevance even less.” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. Have your marketing efforts evolved with them?

Social Media 240

Social Media Marketing Compete Retail 240

Buzz Marketing for Technology

MAY 25, 2011

I really don’t get it. I recently saw an article from MarketingSherpa that said 62% of CMO’s believe that social media marketing will pay off … eventually! That’s 6 out of every 10 CMOs. All I can say is what are you reading and where are you hiding yourself? In my mind this is the reason why the CMO tenure is a tender 22 months because they aren’t able to find a way to deliver meaningful results.

ROI 238

ROI Social Media Conference System 238

Buzz Marketing for Technology

NOVEMBER 17, 2011

Long time friend and well respected CMO buddy of mine Romi Mahajan is leaving Microsoft to join Metavana. Romi has been profiled on my blog several times so its only fitting that reached out to find out why. What follows is a transcript of what I learned. Q: Thanks for taking the time to chat with me Romi, I’ve been a fan of your blogging on ResearchAccess for quite some time and it’s great to finally have a chance to reconnect.

Microsoft 235

Microsoft Sentiment Engineering Survey 235

Buzz Marketing for Technology

MARCH 16, 2011

We used to learn about who our audience was by putting cookies on our website and waiting for traffic to come so we could learn more about our visitors. For example, before people visited our site, perhaps they visited espn.com. So we potentially have a large sports audience as a segment of our brand, right? The search process has become broken because the data landscape has become more fragmented and complex.

Paid Search 232

Paid Search Social Media How To Sports 232

Buzz Marketing for Technology

OCTOBER 19, 2011

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service. One area that few people have written about is how to use social media for solution marketing.

Social Media 230

Social Media Jive Marketing B2B 230

Buzz Marketing for Technology

JANUARY 4, 2011

As sure as you are reading this you have been in a meeting where someone whips out a spreadsheet with a list of 30 or more items on it that just seems to be “all over the place” and its clear that you are going to need to spend a lot more time than the planned 60 minutes helping them prioritize that list. What if there was a better way? Luckily there is thanks to Luke Hohmann.

Marketing 229

Marketing Collaboration Buy Training 229

Buzz Marketing for Technology

JULY 27, 2011

The first episode of a new TV season needs to grab the audience, and social media campaigns have become an integral part of doing just that. But counting the number of conversations won’t by itself tell a producer or network executive that a show is going to continue to attract viewers and remain popular. Instead, deeper analysis of social data is needed to gain insights into which promotional elements are working and which topics are creating buzz among viewers, including featured characters, p

Social Media 226

Social Media Sentiment Conversation Analysis 226

Buzz Marketing for Technology

SEPTEMBER 27, 2011

“Adapt or Die” – Billy Beane. Moneyball , a book by Michael Lewis and now a movie starring Brad Pitt, is an amazing story of how Billy Beane, the then Oakland Athletics General Manager, chose to abandon baseball’s collective wisdom and applied what many considered to be “outsider” thinking to develop a winning team. Hindered by a small market budget, Beane embraced alternative statistics, or what marketers might call “KPIs”, to find undervalued players.

Marketing 225

Marketing Loyalty Statistics ROI 225

Buzz Marketing for Technology

AUGUST 10, 2011

In a recent blog post called The Problem with Automated Sentiment Analysis from Fresh Networks, a social media agency, they evaluated a few sentiment tools and their results are quite similar to what we’ve found in a number of our own experiments: - About 80% of posts are neither positive nor negative. - Sentiment tools “accuracy&# of 70% to 80% is largely driven by their ability to correctly label neutral posts. - “In our tests when comparing with a human ana

Sentiment 223

Sentiment Analysis Analytics Tools 223

Buzz Marketing for Technology

DECEMBER 7, 2011

The speed with which social media spreads ideas and information has led many marketers to place a premium on capturing data in real time. But should real-time data be such a priority? Real time means different things to different people when the term is used as a proxy for recency. To an evolutionary biologist, real time could mean thousands of years of species development data.

Data 217

Data Analysis Process Project 217

Buzz Marketing for Technology

JULY 13, 2011

Recently a client of Networked Insights approached us about exploring a celebrity endorsement and/or a product placement with the pop music star Lady Gaga. So we deployed our social data analysts to look at the Lady Gaga audience and our client’s audience to see if indeed there was a good fit for this brand. As a result we thought this data was so worthwhile that we had to share it with a broader audience in our new Social Intelligence Report on Lady Gaga.

Brands 216

Brands Film Upcoming Influencer 216

Buzz Marketing for Technology

MARCH 23, 2011

Let’s say you’re an auto insurance company. You want to target micro-segments where people think about buying auto insurance. We know that people buy auto insurance when they buy a car. But where else can we find people who intend to purchase insurance? Using social data, we have discovered that people tend to think about auto insurance when their kids are going to prom.

Insurance 213

Insurance Paid Search eBook Buy 213

Buzz Marketing for Technology

JANUARY 26, 2011

It used to be said that any publicity is good publicity. Now the same could be said about social media – any mention of your brand is good in social media but that’s not entirely correct! Let me explain …. Five years ago, a tech savvy, digitally focused company could find satisfied and unsatisfied customers venting about their product or service on any number of electronic forums (you remember UUnet , AOL Chat rooms, Fucked Company etc …) These were online bulletin boards, chat rooms and blog si

Social Media 213

Social Media Microblogging B2B Journal 213

Buzz Marketing for Technology

SEPTEMBER 7, 2011

“I wish we didn’t have to spend 10 hours creating a report every month to show [advertisers] that what we’re doing is worthwhile.” Victoria Harres, PR Newswire. Does that sound like your job? I know it sounded like plenty of roles I had within major companies! But as a Social media marketer, we believe in the power of a world where consumers are more connected to friends and brands, but when it comes to convincing the C-suite how and why, oftentimes they find themselves pointing to indeterminate

Jive 210

Jive Facebook ROI Social Media 210

Buzz Marketing for Technology

JULY 6, 2011

I had the pleasure of meeting the team from Jelli ( [link] ) a few weeks back. Jelli for those of you who don’t know it already is 100% user controlled radio so what Pandora is doing for music is what Jelli is doing for radio – totally crowdsourced. The site I have to admit is so easy to use it’s addictive; within seconds of registering you are affecting the world of radio, as we know it – “rocketing” songs to the top and “bombing” songs to the bottom of the list.

ROI 208

ROI Social Media Crowdsourcing Data 208

Buzz Marketing for Technology

MARCH 9, 2011

Many BtoB organizations these days are spending time and money to listen to the conversations that are happening about their brand, which is a basic essential for any brand. It’s good to be able to see those conversations and have some indication whether they are positive, negative or neutral so you have your finger on the “pulse” of what is being said socially about your brand.

Social Media 205

Social Media B2B ROI Advertising 205

Buzz Marketing for Technology

JUNE 1, 2011

So let me ask you a question – if you could get more mileage out of your existing car – would you do it? Of course you would! So if I could show you how to improve the “gas mileage of your existing marketing budget – would you do it? Same dollars just more effective. Of course you would! Years ago John Wanamaker once said – 50% of my marketing budget is wasted I just don’t know which 50% – I would argue that right now that dynamic is even worse – with the fragmentation and choices availabl

B2B 199

B2B Data Course Eventful 199

Buzz Marketing for Technology

AUGUST 3, 2011

I loved the article by Nick Carr a few years ago that asked the question – Is Google Making us Stupid? Nick likened the use of Google and other tools as training us how to “power browse” and not really read effectively. So I have been thinking about a parallel article that would apply in the social media space as people try to effectively read what is being said on mediums like Twitter and Facebook about their brand.

Sentiment 198

Sentiment Brands Analysis Training 198

Buzz Marketing for Technology

NOVEMBER 9, 2011

Social media definitely pays off, but you’ve got to focus on the approach not the tools. Social Media has hit the mainstream these days but the big concern on every product marketer’s mind has been how to justify the ROI? Never is that more true than at budget time. The purse string holders might harbor unspoken thoughts like: “We spend big bucks on those developers, customer support and sales engineering people.

Social Media 198

Social Media Jive ROI Press Release 198

Buzz Marketing for Technology

NOVEMBER 16, 2011

Chief Marketing Officers take pride in being the trendsetters around the corporate corral – the arbiters of hip, the sharpest dressers, the consummate gadgeteers. But when it comes to using data to support decision making, the CMO is likely not to be the smoothest operator. Each year the Marketing team works hard to distill consumer insights into planning documents that will guide its programs in the months ahead.

Marketing 194

Marketing Sentiment Analysis Data 194

Buzz Marketing for Technology

OCTOBER 26, 2011

There is not a day that goes by in the life of a marketer that doesn’t have a headline that reads, “marketers struggle to find the ROI of social.” It is as if marketers are chasing down a unicorn that exists only in their imaginations. A 2011 MarketingSherpa study confirmed this with 62% of CMO’s believing that social media will pay off for them … eventually.

Data 194

Data Social Media ROI Survey 194

Buzz Marketing for Technology

NOVEMBER 7, 2011

With the recent divorce of reality TV star Kim Kardashian, many people have started questioning the authenticity of the wedding, and if the brands involved had wasted their money. We here at Networked Insights measured the social lift around several of the brands involved to determine if they received a return in earned media value from their integrated sponsorship.

Report 191

Report ROI Authentication Conversation 191

Buzz Marketing for Technology

OCTOBER 5, 2011

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand.

Quantcast 188

Quantcast Data comScore Microblogging 188

Buzz Marketing for Technology

MARCH 30, 2011

You have a killer piece of original content that starts rippling out from its source. The two things social lift analysis can tell you are how far and how fast those ripples move. If the content ripples 900 times, but that takes 10 years, you won’t see much benefit. If it ripples 900 times in 28 days, that can be really valuable information. Those rapid ripples are an indicator of what’s happening to the things that you’re doing.

Analysis 181

Analysis B2B Advertising Types 181

Buzz Marketing for Technology

NOVEMBER 2, 2011

When I started this blog back in 2006 Facebook was just getting going but nobody had a clue on when it came to the volumes of valuable data that they would ultimately produce. Today we are talking about almost 1 billion posts on Facebook per day, the same happens on Twitter every 4 days. When I first saw the way in which Facebook data could combine with Twitter data, blog, forum, search and web data to make a rich profile of your consumer – I was blown away by the possibilities of knowing

Data 172

Data Facebook Forums Video 172

Buzz Marketing for Technology

FEBRUARY 23, 2011

A small relatively un-noticed posting on the Facebook blog gave marketers who use social media one of the greatest gifts I have seen in marketing in quite a while. Take a look at the original posting below …. Improving Facebook Page Insights. by Facebook Pages on Tuesday, November 23, 2010 at 7:48pm. Facebook Pages are a great way for admins to learn about their audience and view Facebook Insights about people connected to your Page.

CPM 252

CPM Facebook ROI Metrics 252

Buzz Marketing for Technology

APRIL 20, 2011

Let’s make the assumption that you’ve successfully integrated your paid, owned and earned (POE) marketing efforts across the board. You’ve cut off a lot of fat and reduced the amount of money thrown in more directions than you can pay attention to. Now what? First, recognize that there are too many potential consumer touch-point opportunities offered by owned media channels.

Social Media 249

Social Media Strategy Analysis Metrics 249

Buzz Marketing for Technology

JUNE 22, 2011

Ok so this isn’t the newest concept you ever heard of – but hear me out – its time we really changed a few things in the marketing organization. So its easy to see that today’s marketing teams are not that well equipped to handle “ real time marketing ” as David Meerman Scott defined it. We need better systems to take in data and analytics in order to make smarter better business decisions.

Marketing 202

Marketing Data Analytics System 202

Buzz Marketing for Technology

MARCH 1, 2011

Almost 5 years ago I started this blog with the notion exploring the changing definition of Buzz Marketing in light of this new thing I saw on the horizon called “Social Media”. I remember questioning where all this blogging was going to take us. I even asked others in my podcast series like Douglas Karr from the Marketing Technology Blog , who built strong following on his blog record time, where are we going with all this blogging and where will it take us?

Radian6 215

Radian6 Data Analytics Applications 215

Buzz Marketing for Technology

APRIL 13, 2011

Forrester has observed that advertising/PR agencies are battling each other for dominance in the digital media space. In reality, the agencies that are actively engaged in this battle are not the ones you want to represent you. Instead, you want truly integrated agencies like the ones Kirk Cheyfitz alludes to in a recent Huffington Post article. Kirk argued that if you keep paid, owned and earned (POE) media in their current silos, you will fail.

Film 184

Film Advertising Feed Feedly 184

Buzz Marketing for Technology

FEBRUARY 9, 2011

After two years at the helm of Avaya’s social media strategy which produced a very strong ROI in the Social Customer Support area, I am happy to say we finally got that strategy institutionalized within the Support organization so I found myself with a rare opportunity to evolve our strategy from brand monitoring and reputation management to something higher order like Social Insights.

Crimson Hexagon 275

Crimson Hexagon Analytics Sysomos Radian6 275

Buzz Marketing for Technology

MAY 4, 2011

For years, sentiment has been a widely used measure of how customers view a company’s products and services. But sentiment analysis has inherent flaws. First is what it cannot tell you because it only considers a small amount of the available data. Only about 25 percent of posts actually contain sentiment, either positive or negative, which means three out of four posts are neutral, revealing no sentiment, and are effectively being ignored by the analysis.

Sentiment 242

Sentiment Analysis Statistics Data 242