Dave Fleet

JUNE 4, 2014

I focused on several insights: Social media is a two-way channel, but over the last ten years social media marketers have increasingly shifted to focus activities on one-way interruption – applying old techniques to new channels, which is exacerbated by updates on networks like Facebook. Re-purchase and new product launches.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

NOVEMBER 9, 2016

Social media has gone from focusing on earned conversation, to paid reach and a narrowing gap between social media marketing and traditional advertising – “less social, more media” as I’ve written previously. This week was a useful reminder that the reality within the marketing industry does not mirror the reality of the average person.

Analytics 305

Analytics Google Reader Social Media Sentiment 305

Dave Fleet

DECEMBER 4, 2017

When social media first came on the scene it represented a dramatic shift from one-way communication to two-way communication online. Suddenly people were connected to each other in seemingly intimate ways and early adopters found a sense of community amongst fellow adoptees.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

FEBRUARY 28, 2013

Do you aim for consistency and economies of scale or responsiveness at a local market level? Community Management: How do you go from 1:1 to 1:1,000,000? Community management at scale requires brands to reassess the norms they hear espoused daily. Do you house social within the corporate HQ or at the business unit level?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

OCTOBER 29, 2010

The continued rise of Facebook community managers. This shines the light firmly on community managers as the key to Facebook success for brands. The rise of spacial marketing. To maximize our effectiveness, we need to take data like this and optimize our timing even further to reflect the activity pattern of our own community.

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

MARCH 8, 2012

At the time we’d pulled together our own five-step prescription for preparing your timeline: Review company marketing/communication materials and history: Plot out the story you want to tell and the milestones for it. What does that mean for you as a communicator? Identify appropriate engagements to feature.

Curation 389

Curation Brands Facebook Patterns 389

Dave Fleet

OCTOBER 14, 2010

Senior marketing decision makers have often spent their whole careers thinking in terms of public relations (sometimes corporate and marcom), advertising, internal communications and, more recently, digital communications. Many marketers have spent many years operating using a campaign model. Silo-busting. Again, a shift.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

NOVEMBER 9, 2016

Social media has gone from focusing on earned conversation, to paid reach and a narrowing gap between social media marketing and traditional advertising – “less social, more media” as I’ve written previously. This week was a useful reminder that the reality within the marketing industry does not mirror the reality of the average person.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

Dave Fleet

FEBRUARY 16, 2016

Decline of community management (in some areas). Meanwhile, the nature of others has been significantly changed by their shift from a focus on community to one on profitability. They cater to a media-buying model that is based much more in the traditional ‘interrupt and amplify’ world than that of community and connection.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

SEPTEMBER 13, 2010

Is a fan of your marketing really worth anything? Are some people just enjoying your marketing efforts? If people like something because they just like the marketing, that puts them much higher up the CRM cycle, so you then have the task of moving them further along the funnel over time.

Facebook 321

Facebook Buy Report Products 321

Dave Fleet

NOVEMBER 14, 2016

Traditional essay must be community. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell.

Insurance 150

Insurance Notification Policies Influencer 150

Dave Fleet

NOVEMBER 14, 2016

Traditional essay must be community. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell.

Insurance 150

Insurance Notification Policies Influencer 150

Dave Fleet

APRIL 14, 2011

As more and more companies engage in marketing programs through social media, customers are using those two-way channels to demand support from companies. Leverage community for first tier marketing and support. Some of his key points: Get into Hub and Spoke and develop a Center of Excellence.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

AUGUST 30, 2010

“In too many cases, the “best practices&# espoused by digital agencies are less about “serving the community&# and more about driving a rush of new fans, without much thought re: how to keep those fans engaged on a LONG-TERM basis.&# — Todd Defren.

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

DECEMBER 6, 2010

Every marketing initiative should, at a minimum, incorporate escalation processes into their plans. Community managers (whether internal or agency side) should be equipped with appropriate training and resources to respond to a situation should it occur… because one day, it might.

Case Study 401

Case Study Banking Issues Organization 401

Dave Fleet

SEPTEMBER 7, 2010

We need to reach our target market in the place they inhabit. Would you be better served via mass reach, existing niche communities or your own hosted site? There are more Facebook accounts for Canadians aged 25-34 (according to Facebook’s ad creation tool ) than there are Canadians in that age group.

Social Media 391

Social Media Proposal Analysis Policies 391

Dave Fleet

SEPTEMBER 29, 2010

This is becoming more and more important as the early adopters who have built large followings become the focus of more and more attention from marketers – not only will the returns be greater from focusing on niche influencers in terms of success ratio; those people have more credibility within those communities.

Conversation 277

Conversation Metrics Social Graph Sentiment 277

Dave Fleet

NOVEMBER 21, 2011

It can sometimes be hard to accomplish this – especially from the agency side – as you often need to work with many business functions to determine this (sales, IT, marketing etc). The more you can push in this direction, though, the better off you’ll be. Set measurable objectives. Who are you writing for?

Social Media 413

Social Media ROI Report Sentiment 413

Dave Fleet

OCTOBER 22, 2010

They have spent their resources on traditional media (including television, radio, direct mail, in-branch literature and outbound telemarketing) as well as leveraged their permission-based email program, search engine marketing and ad-buys on some well-known consumer sites (e.g. national and local newspapers as well as investment sites).

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

JUNE 15, 2010

However, Audience really focuses in a different direction, providing tools that should pique the interest of your sales, marketing and community management folks alike. Community management. Community Management. This has implications for several functions within companies: Sales. Public relations. Public Relations.

Sysomos 273

Sysomos ROI Social Media Privacy 273

Dave Fleet

JULY 26, 2010

Online Communications Policy. Community Guidelines. Communication (Blogging) Policy. Employee Social Influence Marketing Guidelines. Daimler AG. Social Media Guidelines. Blog Policy. Corporate Blogging Policy. Fellowship Church. Blogging Policy. General Motors. Blogger Policy. Georgia Tech. Harvard Law School.

Policies 419

Policies Resources Liveworld Social Media 419

Dave Fleet

NOVEMBER 22, 2010

Tweet Like it or not, “digital” is becoming a part of more and more marketers’ jobs. The implications of this are broader than just tacking-on another channel to an existing marketing plan – developing digital approaches require a shift in mind-set from traditional channels, whether they’re owned, earned or paid.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

SEPTEMBER 7, 2011

Lots of people spend lots of time nowadays thinking about how to build up channels/audiences/communities (choose your buzzword as appropriate) through social channels. Relatively few, however, seem to apply similar rigor to the process of communicating with those people after the fact. Think “Search&#.

Social Media 375

Social Media Strategy Content Compete 375

Dave Fleet

JULY 5, 2010

Audience – a sales- and marketing-focused tool to help measure ROI and optimize marketing and community engagement. Heartbeat – a web-based social media monitoring and engagement dashboard (see my review of Sysomos MAP and Heartbeat ). In fact, they were featured in the New York Times just a day before this news.

Sysomos 334

Sysomos Alterian Filtrbox Attensity 334

Dave Fleet

FEBRUARY 2, 2012

To drop a cheesy line, it’s not the size of your community but what you do with it that counts. ” As a starting point, stop thinking about social media in the same way you think of traditional marketing campaigns, and start thinking in terms of bringing people together around a common interest.

Social Media 305

Social Media Bazaarvoice Survey Eventful 305

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. However, we’re still seeing social media marketing campaigns built with this implicit process. Social media lets you identify, create and tap into communities of like-minded people.

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

APRIL 4, 2018

I recently had the honour of speaking at Seneca College ‘s “Make it Happen” event for about 400 of their marketing students. Its roots back in the mid-2000s – and the early business use-cases – centred around building communities and solving problems. That became my passion. I’m still not done learning.

Team 150

Team Social Media Training Foursquare 150

Dave Fleet

FEBRUARY 11, 2013

Freed from the restrictions of a coordinated program, local markets can respond nimbly to local market conditions. This model eschews local market teams in favour of one centrally-led team. Pros here include control over global marketing campaigns, coordinated messaging, and efficiency in operation. One core team.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

APRIL 4, 2018

I recently had the honour of speaking at Seneca College ‘s “Make it Happen” event for about 400 of their marketing students. Its roots back in the mid-2000s – and the early business use-cases – centred around building communities and solving problems. That became my passion. I’m still not done learning.

Team 34

Team Social Media Training Foursquare 34

Dave Fleet

JANUARY 27, 2011

Trend #12: Community management. Communication accelerates. Trend #17: Marketing in streams. Trend #10: Digital curation. Trend #11: Strategic search. Trend #13: Developer engagement. Trend #14: Measurement matures. Trend #15: Rise of the content strategist. Trend #16: Listening becomes mandatory. Ubiquitous mobile.

Trends 417

Trends Social Media Curation Reputation 417