Dave Fleet

NOVEMBER 22, 2010

Marketing campaigns are often built around short-term microsites, campaign-focused landing pages and one-off ads. Quality measures like sentiment, message and link inclusion and conversions for other goals become important. Get used to two-way conversations. That approach is ineffective in social media. It’s a waste.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

JANUARY 26, 2021

We are also encouraging marketers to evolve their scorecards to include longer term tangible business outcomes and reputational metrics to measure how effective campaigns are in driving trust with consumers. Social media is not homogenous – and it’s not going away.

Privacy 195

Privacy Marketing Data Reputation 195

Dave Fleet

FEBRUARY 28, 2013

What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? at point-in-time campaigns and at the broader conversation ecosystem for insights. What if you had to re-examine your assumptions around social media? What would change?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

AUGUST 16, 2011

For context, the following excerpt reflects a discussion on the media relations surrounding a new environmental conference, four days ahead of the first day of the conference (emphasis in the excerpt is mine): “What’s the time-line of the campaign?&#. Four days lead time is not enough.

Conference 400

Conference Travel Hosting Influencer 400

Dave Fleet

OCTOBER 22, 2010

Rather than a typical interview format, Andrew and Robert threw me into a scenario: A Canadian-based financial services company has launched a campaign that renews one of its seasonal consumer-based investment products (e.g. BusinessCast Episode 171 – Using Social Media to Protect Your Reputation. The Challenge.

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

JULY 20, 2010

However, one aspect of the campaign has escaped most commentary – the firm – Wieden + Kennedy – is an ad agency. That leads to fragmented, siloed failures as organizations roll out poorly coordinated, ineffective campaigns. Too much has already been written about the recent Old Spice foray into social media.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

SEPTEMBER 7, 2011

Launching a new social channel, or campaign on a channel, isn’t the end of the planning process. Lead to more conversions. Are you using each piece as an opportunity to move towards achieving an objective, or are you just throwing words out there for the sake of posting something? Lead to more click-throughs. Opinion pieces?

Social Media 375

Social Media Strategy Content Compete 375