Dave Fleet

DECEMBER 4, 2017

As individuals flocked to these platforms, brands realized that they had an opportunity to connect and close the gap with their customers. Say hello to super-sized bonfire, complete with branded logs and paid pyrotechnics. Several brands are also creating Facebook groups for their most passionate and valuable customers and partners.

Social Media 282

Social Media Platform Communities Advertising 282

Dave Fleet

JUNE 4, 2014

We need to not only promote, but also protect brands in social media – which means reassessing the advertising-only approach. Community management – at scale – becomes a priority with a view to protecting both the brand and customers’ connections to it. Re-purchase and new product launches.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

JULY 28, 2010

The report also uses those criteria to evaluate the success of the Facebook pages for 30 well-known brands. Some key findings: Most of the brands examined did a good job of branding their pages and keeping them updated. Most brands neglect to set expectations through guidelines, commenting policies etc.

Guidelines 354

Guidelines Report Facebook Case Study 354

Dave Fleet

MAY 12, 2010

You must improve customer support: Poor customer service now has the potential to do widespread damage to your brand. As Ray puts it, “Marketers must view their customer service organizations as a key component in brand-building efforts&#. Expectations have shifted, and people expect organizations to respond quickly.

Organization 393

Organization Social Media Airlines Issues 393

Dave Fleet

OCTOBER 29, 2010

The immensely smart Jay Baer directed my attention to research conducted by Jeff Widman of Brand Glue , who found that 99.5% So, your job #1 as a steward of your brand’s Facebook page is to draw people to your page and maximize your conversion rate of visits to “likes.&# Interesting, right?

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

JANUARY 9, 2012

Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference (review coming soon). The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers ( here’s my review ). Content Rules ( here’s my review ).

Social CRM 304

Social CRM Flickr ROI Review 304

Dave Fleet

NOVEMBER 30, 2010

Tweet All my life I aspired to own a particular car brand. Now that I’m in a position where I’m considering which car to get, I no longer want that brand. I don’t want that brand because of the other people who drive them. I also frequently see drivers of that brand weaving aggressively in and out of traffic.

Issues 290

Issues Insurance Education Trends 290

Dave Fleet

FEBRUARY 18, 2013

When this is all over, if this will have any impact on the brand whatsoever. What I know from my experience in these kinds of situations with large brands: Situations like this are chaotic at the best of times. If Burger King needed to go through Twitter to to pull the account down, how long it took them to respond.

Twitter 415

Twitter Social Media Communities Company 415

Dave Fleet

MARCH 2, 2011

Core to the pros (and the cons) of the new plugin from a brand perspective is the combination of this new feature with the recent change to allow people to use Facebook “as a Page&# – commenting throughout the site under the banner of a Page rather than a person. Bring brand advocates onto third-party sites.

Comments 388

Comments Platform Social Graph Facebook 388

Dave Fleet

DECEMBER 4, 2017

As individuals flocked to these platforms, brands realized that they had an opportunity to connect and close the gap with their customers. Say hello to super-sized bonfire, complete with branded logs and paid pyrotechnics. Several brands are also creating Facebook groups for their most passionate and valuable customers and partners.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

FEBRUARY 28, 2013

This is not to say that those norms are completely incorrect, but that there is a practical reality for brands operating at scale – structure changes, processes change and the norms have to change. Brands need to grapple with structural decisions at a global scale: How much do you centralize vs decentralize control?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

DECEMBER 20, 2010

Meanwhile, Facebook rolls out revamped Page layouts for brands… and then rolls them back, after first taking their site down for a while. Because this is one of the busiest times of year for many brands. They also look to backup their photos on Flickr, as people realize that site may not be a sure thing after all.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

AUGUST 12, 2010

When approaching clients on objectives to begin social media, agencies focus on three overarching areas: consumer trust, brand engagement and transparency. Transparency can come in a few forms : the form of humanizing the brand; the form of understanding the consumer and responding; or the form of disclosing sensitive information.

Radian6 283

Radian6 Exercises Journal Social Media 283

Dave Fleet

MAY 24, 2011

What our clients are not properly asking for when they say “show me our share of voice” is “mindshare&# or what they truly care about which is “share of wallet.&# They want to know what the perception of their brand is in relation to other brands. This is not volume of coverage but a measure of top of mind awareness.

Metrics 353

Metrics Widget Sentiment Resources 353

Dave Fleet

SEPTEMBER 21, 2011

Earlier this week, All Facebook featured a post on a report by DDB and OpinionWay examining the reasons that Facebook users “unlike” brand pages.

Statistics 283

Statistics Sample Samples Aggregator 283

Dave Fleet

MARCH 30, 2012

Those are nice side effects. “The conversation” and “engagement” are just means to that end.” ” We’re operating in a field which is still full of kumbaya and hugging.

Social Media 353

Social Media Loyalty Conversation Buy 353

Dave Fleet

FEBRUARY 11, 2013

I know these challenges well – I’ve spent the last six months leading a team planning and executing a global social media program for a well-known global brand (and Edelman client). How do you ensure your content stays interesting and engaging when you’re pulled in a dozen directions by a slew of internal stakeholders?

Social Media 250

Social Media Influencer Team Campaign 250

Dave Fleet

DECEMBER 2, 2010

If brands pay for placement, they have different expectations to when they just pitch for coverage. It’s not a black-and-white situation in reality – mainstream media is now adopting more of a pay-for-play model – however, brands do get control over key messages within those stories. That changes the expectations.

Blogger 371

Blogger Compete CPM CPC 371

Dave Fleet

JUNE 8, 2012

Building a social media infrastructure to support the social brand. Some with mature programs have evolved beyond this stage; some face just a few of these shifts; others face them all: Moving away from shiny objects and towards social business. Asking “why” to understand demands. Setting better objectives for social media.

Social Media 410

Social Media Strategy Company Course 410

Dave Fleet

SEPTEMBER 29, 2010

As Chris Brogan put in a well-timed post on social media metrics today, “The social media metric that I think does matter and that is difficult to fully qualify is sentiment : the positive or negative mentions of a brand, product, service, whatever.&# Influencers.

Conversation 277

Conversation Metrics Social Graph Sentiment 277

Dave Fleet

FEBRUARY 4, 2016

This aggressive push led Facebook to become less and less about communities of ‘people like me’ and more replete with brands advertising to users.

Social Media 150

Social Media News Trends Eventful 150

Dave Fleet

NOVEMBER 22, 2010

This has three big implications: Self-identified audience – if people are talking about your company or brand, they’re doing the equivalent of raising their hand as people who care. Social media is allowing more and more people to connect and talk about the things that they care about, and to do so in a place where you can hear them.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

AUGUST 30, 2010

As corporate spending on social media-based communication continues to rise, I’m beginning to worry that many brands are inadvertently adopting a ’scorched earth’ approach to their online activities. What do I mean by scorched earth?

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

AUGUST 16, 2011

Yes, it’s just a novel ( not a particularly good one , frankly) but things like this shape peoples’ perceptions of the PR industry, so I feel compelled to point out a few things for the record: The world’s top media won’t all cover your brand new conference. Twenty cover stories?

Conference 400

Conference Travel Hosting Influencer 400

Dave Fleet

MARCH 1, 2014

This early focus on relationships, reputation and engagement led social media to naturally lean towards driving loyalty and affinity with brands over time. Sometimes that meant interesting conversations; sometimes it meant helping them with a problem; either way it meant interactions with substance. Source: adamhcohen.com.

Communities 410

Communities Marketing Loyalty Social Media 410

Dave Fleet

APRIL 14, 2011

As time goes on we’re seeing a rising trend toward social customer support , largely driven by three forces: Companies are observing high-profile brands successfully executing social support programs and want to realize those benefits.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

OCTOBER 22, 2010

What is the best way to evaluate the damage done to the reputation of the brand and its product? They then posed seven questions to me: What are the most immediate actions that you would advise the company to take? What can the company do to make sure that there is little spill-over into other areas of the its business?

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

SEPTEMBER 14, 2011

He argues that the benefits of social media to small business can outstrip those for large businesses, who already have an established brand and established expectations, very quickly. Small businesses can touch every one of their customers, and have a significant effect in doing so. Strategy is important.

Social CRM 318

Social CRM Small Business Video Guidelines 318

Dave Fleet

AUGUST 24, 2010

How Brands Respond to Facebook Attacks (Bryan Person). The Legal Ramifications of Saying “I’m Sorry&# (Paula Berg). The Networking Conundrum (Christine Perkett). Who’s Following Me? Privacy & Social Media (Craig Daitch). Trust and Control – The Future of Privacy Online (Colin McKay). What do you think?

Policies 274

Policies Company Proposal Privacy 274

Dave Fleet

FEBRUARY 16, 2016

The difference with this new wave of innovation is two-fold: Social media is no longer a niche phenomenon – it is actively building and shaping brands. Social media is quickly pushing brands in the “media” direction and away from “social” – the thing that attracted many people to want to connect with companies in the first place.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

FEBRUARY 28, 2011

Mashable: What Brands Can Learn From Taco Bell’s Social Media Lawsuit Defense. Don’t just be a “social media guy” (or gal) – be a communicator that thinks about integrated approaches. Communications isn’t going anywhere. Avoiding social media osolescence.

Influencer 253

Influencer Hubspot Case Study Press Release 253

Dave Fleet

DECEMBER 26, 2010

Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis — read my review here. Influence: The Psychology Of Persuasion , by Robert Cialdini. Switch: How to Change Things When Change Is Hard by Chip Heath and Dan Heath — read my review here.

How To 414

How To Review Upcoming Influencer 414

Dave Fleet

JUNE 9, 2010

Eqentia’s text mining engine promises to deliver content to users in near realtime, providing them with an up to the minute picture of conversations and references to their brands and issues of interest. William sees Eqentia becoming a productivity tool for medium and large enterprises.

Folksonomy 253

Folksonomy Social Media Tools Startup 253

Dave Fleet

OCTOBER 14, 2010

Instead, ongoing community engagement paired with regular spikes in activity can provide ongoing awareness and a platform from which to build with more major initiatives, while fostering brand advocates within that community. Again, a shift. This can be a hard shift to accept for people who are used to operating differently.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

JANUARY 18, 2012

With the amount of content generation – and subsequent online discussion – that goes on, social media monitoring can be a goldmine of insights (and issues management).

Social Media 276

Social Media Foursquare Conference Eventful 276

Dave Fleet

NOVEMBER 17, 2010

The new console incorporates three new elements into the existing search functionality: Creation of topic stacks by keyword group: allowing more targeted search results to be displayed (you could, for example, focus in on company and brand mentions rather than broader industry conversation).

Radian6 268

Radian6 Features Engagement API 268

Dave Fleet

MARCH 1, 2014

This early focus on relationships, reputation and engagement led social media to naturally lean towards driving loyalty and affinity with brands over time. Sometimes that meant interesting conversations; sometimes it meant helping them with a problem; either way it meant interactions with substance. Source: adamhcohen.com.

Communities 199

Communities Marketing Loyalty Social Media 199