Dave Fleet

FEBRUARY 28, 2013

There’s no right or wrong answer; the decision depends on objectives, on your broader business structure, on the scale of your social media activities, on your business’ culture and on the resources you have to hand, among other things. Do you impose social media on the enterprise or allow it to grow organically?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

OCTOBER 5, 2011

The Harvard Business Review recently published a post entitled “ Return on Influence, the New ROI “ In it, the author suggested that marketers consider the use of “Return on Influence” as a metric for measuring social media activity. Measurement should be activity-specific. Measure an activity, not a medium.

Influencer 321

Influencer ROI Metrics Klout 321

Dave Fleet

JUNE 15, 2010

Audience tracks visitors to your site alongside their previous web activity, and helps to determine whether each person is a real lead or is just browsing. It does so by examining peoples’ previous web activity, including competitors’ websites, blogs, social networks and so on. Community management. Public relations.

Sysomos 273

Sysomos ROI Social Media Privacy 273

Dave Fleet

OCTOBER 14, 2010

Take the video interview I posted the other day, for example. These are characterized by large spikes in activity which drive spikes in attention from target audiences. Take campaign-based Facebook pages, for example. We’re telling people that their comfort zone is no longer in the right place.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

JULY 18, 2011

Companies like AT&T (rated highly for social support by Forrester ) and BlackBerry (disclosure: client) have been successful at developing highly active support forums where customers interact with and help each other. Your social media activities will naturally let you identify your most active users and your biggest fans.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

OCTOBER 25, 2010

The campaigns that do solicit feedback rather than action, do so in a superficial way (contests, for example), rather than in a way that reflects genuine engagement and relationship-building (Dell IdeaStorm , MyStarbucksIdea , for example (Starbucks is an Edelman client). The picture we’re left with is a complicated one.

Social Media 303

Social Media Survey Sites Examples 303

Dave Fleet

FEBRUARY 16, 2011

While many of the examples in the book focus around the author’s personal (and local) experiences, I found Common Sense Leadership interesting and enjoyable, and the local perspective combined with the government context provided something I could relate to personally. Scan the horizon. Exude energy and enthusiasm.

Review 356

Review Energy Compete Activities 356

Dave Fleet

FEBRUARY 1, 2011

This new mechanism, PC Magazine tells us , will only be shown if Facebook detects unusual activity on your account (for example, logging in in one place then logging in a thousand miles away shortly thereafter).

Facebook 296

Facebook Process Activities Sites 296

Dave Fleet

AUGUST 22, 2011

In fact, along with the examples spread liberally throughout the book, there’s a whole chapter consisting purely of case studies of eight diverse organizations using social media in diverse ways. How you can go about planning and optimizing your own activities. Why does this matter?

Review 369

Review Case Study B2B Marketing 369

Dave Fleet

NOVEMBER 2, 2010

As this continues, we’ll see fewer and fewer stand-alone “social media&# successes and more and more multi-channel successes – for example, owned properties supported by earned media, paid ads and social channels. I’ve said it many times, communications is evolving away from silos and towards integrated campaigns.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

MARCH 8, 2011

Lost opportunity to aggregate relevant conversation and to activate advocates on page. Requires wider group of employees to have admin access to the company’s Facebook page, meaning less control over activity on the page. Lost opportunity to aggregate relevant conversation and to activate advocates on page.

Comments 370

Comments Sites Engagement Aggregator 370

Dave Fleet

SEPTEMBER 27, 2011

It’s not surprising — their job is to manage risk for the organization, and public-facing communications activities (especially two-way ones) naturally offer an element of uncertainty. I don’t think it matters which form of communications you work in; “legal” often seems to be a pain point.

Social Media 366

Social Media Tips Proposal Case Study 366

Dave Fleet

JUNE 24, 2010

We did a little research on social media activity regarding the earthquake using Radian6. This is another example of the power of social media in providing up-to-the second news in a way that would have been unimaginable a few years ago. So #earthquakes actually improve the TTC. RT @680News: TTC fully operational.” – @josephdee.

Radian6 390

Radian6 Social Media Journal News 390

Dave Fleet

MARCH 5, 2012

and 2% “active fans” Here’s the top ten: Disclosure: several of these brands are Edelman clients. The average percentage of ‘active fans’ in the top ten most engaging brands is 1.5%. Implications of Facebook’s advertising changes. I’m not saying these changes from Facebook are a bad thing.

Content 375

Content Marketing Advertising Analysis 375

Dave Fleet

DECEMBER 20, 2010

It’s not just a free tool – it’s a key part of marketing activities for many brands (and has long since ceased to be free for many given application development and media buy costs). If your site relies exclusively on Facebook’s Open Graph for sign-ins, for example, then Facebook going down must be pretty traumatic.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

SEPTEMBER 19, 2011

If you’re looking to sell product, for example, one strategy might look to raise awareness of the product among a key audience. Your tactics provide the final level of detail in your plan – the granular activities that will drive towards your strategies, and which ultimately fuel the accomplishment of your objective.

Loyalty 345

Loyalty Strategy Education Team 345

Dave Fleet

SEPTEMBER 7, 2011

That means, if you post 20 tweets (for example) per day, you have roughly two opportunities to insert your own POV into the stream. You should know, clearly, what you’re trying to achieve through your social media activity, and bear that in mind at all times.

Social Media 375

Social Media Strategy Content Compete 375

Dave Fleet

FEBRUARY 16, 2016

Social media monitoring emerged as an important activity for companies during this time, and we saw a number of ground-breaking collaboration initiatives launched (Dell Ideastorm, My Starbucks Idea) that spoke to the power of harnessing two-way interaction. Companies have re-focused on their own digital properties. Sorry, Quebec.

Mobile 105

Mobile Trends Loyalty Compete 105

Dave Fleet

FEBRUARY 11, 2013

However, a completely decentralized approach can lead to coordination challenges in terms of things like messaging, global marketing campaigns and announcements, but also from a coordination perspective (for example, how do you hand-off community management assignments between teams if they are on different platforms).

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

MAY 16, 2011

Zero detail on actual social media activities. At no point in the report does it say that (a) the companies were engaged in any sort of social media activities, (b) the form that those activities took (c) the scale and reach that those activities had, or (d) the quality of those activities. Probably not.

Social Media 366

Social Media Analysis Tweetdeck Report 366

Dave Fleet

MAY 25, 2010

That’s the three-step approach we recommend companies take when it comes to approaching social media marketing activities for their organization. Brian Solis , for example, talks about “listening, observing and learning” as the bedrock steps in organizational use of social media in his book “ Engage ” (which I’m currently reading).

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

SEPTEMBER 9, 2010

As part of a blog tour celebrating the book launch, I took the opportunity to put a few questions to Aaron about his views on Google’s approach to marketing, and how its own social media activities have contributed to its success. You can find more information about the book at GoogleyLessons.com.

Google 361

Google Marketing Apple Analytics 361

Dave Fleet

APRIL 26, 2011

We frequently work closely with agencies of multiple stripes, and often help clients to develop governance frameworks so that each can bring their respective strengths to the table across multiple activities within a single channel. Rather than throw up false assumptions about other agencies, look around. Shades of grey.

Journal 366

Journal Social Media Advertising Engineering 366