Dave Fleet

OCTOBER 30, 2010

Tweet The Globe and Mail , Maclean’s magazine , CTV , the Torontoist and blogTO all ran stories in the last day, alleging that staff of Toronto’s newly-annointed mayor elect, Rob Ford, used a fake Twitter account to deceive a voter into handing over incriminating materials during the campaign.

Twitter 382

Twitter Social Media Campaign Report 382

Dave Fleet

NOVEMBER 22, 2010

Marketing campaigns are often built around short-term microsites, campaign-focused landing pages and one-off ads. When you ask a question on Twitter, respond to people who reply. That approach is ineffective in social media. It’s a waste. The Starbucks Facebook Page , for example, has over 18 million fans.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

AUGUST 30, 2010

One-shot social media accounts and short-term campaigns-focused approaches may eventually build a fan-base, but unless that is paired with activities aimed at engaging those fans, you’ll lose them. Similarly, many companies are at risk of this when they focus purely on customer acquisition while neglecting engaging their existing fans.

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

SEPTEMBER 7, 2010

Therefore, we should do a traditional media campaign.&#. This only leads to a plethora of Facebook pages, Twitter accounts and the like – some of which are well targeted, but many of which are not. Using just a demographic rationale, you could propose similar social media campaigns for all of them.

Social Media 391

Social Media Proposal Analysis Policies 391

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

FEBRUARY 2, 2012

There’s a dichotomy here, quite possibly because “social media” means different things to different people – plenty of people think of Twitter as a bunch of people talking about their lunch; I think of it as my industry peers discussing trends (and the occasional LOLcat). However, that’s just the beginning.

Social Media 305

Social Media Bazaarvoice Survey Eventful 305

Dave Fleet

MAY 25, 2010

However, we’re still seeing social media marketing campaigns built with this implicit process. A few tell-tale signs when we encounter them: A short-term focus, often manifested in a desire for “disposable properties” and a reluctance to sustain any kind of presence after the end of the campaign.

Campaign 417

Campaign Social Media Marketing Loyalty 417