Dave Fleet

SEPTEMBER 24, 2010

I’ve known him for a while and, while I always enjoy sparring with him , I consider him a friend so readily agreed to take a look at his new book – UnMarketing: Stop Marketing. UnMarketing veers sharply back and forth between different marketing-focused topics, which is both a good thing and a challenge as you work your way through it.

Engagement 387

Engagement Review Marketing Small Business 387

Dave Fleet

FEBRUARY 7, 2011

As part of my new approach to creating content , I’m going to begin curating the best for you. Also: interactive marketing trends and how social media may break down gender stereotypes. Forrester: Actual Interactive Marketer Predictions For 2011. Marketing will blend promotion and content.

Trends 258

Trends Facebook Sports Blogosphere 258

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.

Loyalty 344

Loyalty Social Media ROI Advertising 344

Dave Fleet

NOVEMBER 9, 2016

If you’re not familiar with the phenomenon, the top social networks – Facebook, Twitter, Instagram – all allow users to ‘follow’ other people whose content then provides the basis for what they see when they log in to those services. This week’s result reminded me that marketers aren’t the only ones using analytics to drive our programming.

Analytics 305

Analytics Google Reader Social Media Sentiment 305

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

DECEMBER 4, 2017

Importantly, they built relationships with people that were different from the one-way marketing tactics seen in other channels. Before too long, we started to see traditional marketing approaches re-emerge as social media companies began to look for ways to generate revenue. Say goodbye to the honest campfire circle.

Social Media 282

Social Media Platform Communities Advertising 282

Dave Fleet

FEBRUARY 28, 2013

Do you aim for consistency and economies of scale or responsiveness at a local market level? Embrace proactiveness – don’t wait for people to come to you; use analytics and insights to drive proactive content to answer questions ahead of time. 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

NOVEMBER 9, 2016

If you’re not familiar with the phenomenon, the top social networks – Facebook, Twitter, Instagram – all allow users to ‘follow’ other people whose content then provides the basis for what they see when they log in to those services. This week’s result reminded me that marketers aren’t the only ones using analytics to drive our programming.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

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. Identify appropriate engagements to feature. Identify approach to contentious issues.

Curation 389

Curation Brands Facebook Patterns 389

Dave Fleet

DECEMBER 4, 2017

Importantly, they built relationships with people that were different from the one-way marketing tactics seen in other channels. Before too long, we started to see traditional marketing approaches re-emerge as social media companies began to look for ways to generate revenue. Say goodbye to the honest campfire circle.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

JULY 28, 2010

In the latest of a series of practical and helpful resources for marketers, Altimeter Group has released a free report entitled The 8 Success Criteria for Facebook Page Marketing. The 8 Success Criteria For Facebook Page Marketing. However, making them pretty and posting content isn’t always enough.

Guidelines 354

Guidelines Report Facebook Case Study 354

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). If you’re looking to get ten thousand sign-ups to a new service, why would you report on the number of retweets of your content?

Social Media 413

Social Media ROI Report Sentiment 413

Dave Fleet

JANUARY 9, 2012

Game-Based Marketing. Content Rules ( here’s my review ). Non-Fiction: Workarounds That Work ( here’s my review ). Manager’s Guide to Crisis Management (review coming soon). Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference (review coming soon).

Social CRM 304

Social CRM Flickr ROI Review 304

Dave Fleet

DECEMBER 2, 2010

You shift from content creator to service provider. On the flip side, though, earned media is near-impossible to control – in terms of quantity of coverage, of tone of the journalist/blogger’s coverage or of the content of the coverage. That’s fine, because they’re producing editorial content.

Blogger 371

Blogger Compete CPM CPC 371

Dave Fleet

FEBRUARY 28, 2011

The Guardian reports on a new service from journalism watchdog the Media Standards Trust that reveals how all media organisations are at times simply republishing, verbatim, material sent to them by marketing companies and campaign groups. Hubspot: Google Changes Algorithm to Punish Content Farms. Back up your life. Promising changes.

Influencer 253

Influencer Hubspot Case Study Press Release 253

Dave Fleet

MAY 10, 2010

Right now the content from the pages is pulled from Wikipedia (if available) and from your friends’ updates, so they’re often pretty bare but apparently Facebook plans to enable users to add content in the future. The social network launched roughly 6.5 million of these when they first launched. Who will do it?

Communities 419

Communities Brands Wikipedia Microsoft 419

Dave Fleet

FEBRUARY 16, 2016

As push-focused marketing gains more traction on social channels and as social platforms limit brands’ abilities to organically reach the people who have shown affinity for them, many companies are shifting dollars away from community management and into media dollars. Low-cost content production is gaining traction. Sorry, Quebec.

Mobile 105

Mobile Trends Compete Loyalty 105

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

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 says that he had the funding to carry on with the development of the product and to explore its marketing potential.

Folksonomy 253

Folksonomy Social Media Tools Startup 253

Dave Fleet

SEPTEMBER 27, 2011

Last night I spoke on a panel for the American Marketing Association on the topic of “ How to launch and implement a social media initiative.” There’s a natural tension between the two. Show them how you’re reducing risk: Walk the legal team through the ways you’re working to reduce risk on the project.

Social Media 366

Social Media Tips Proposal Case Study 366

Dave Fleet

DECEMBER 26, 2010

Accidental Genius: Using Writing to Generate Your Best Ideas, Insight, and Content by Mark Levy – read my review here. UnMarketing: Stop Marketing. All Employees are Marketers by Richard Parkes Cordock. When the Headline Is You: An Insider’s Guide to Handling the Media by Jeff Ansell. Start Engaging.

How To 414

How To Review Upcoming Influencer 414

Dave Fleet

APRIL 11, 2011

On the other hand: The talk is replete with broad, unsubstantiated false assumptions about the subject matter at the heart of the talk, i.e. marketing. The idea that this was a “very good media opportunity&# depends on you only considering the reach of the movie, not the tone or content towards the people involved.

Film 279

Film Hosting Company Project 279

Dave Fleet

NOVEMBER 2, 2010

That’s why organizations – political and non-political – need to adopt communications approaches that integrate multiple media to reach people, multiple times, with consistent, simple and compelling content. Take-away: Bring marketing, media and PR together to create integrated plans for optimum results.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

DECEMBER 21, 2011

Because the nodding and agreement that comes from headlines about search engines as an information source interferes with the push to answer more important questions: Do consumers in my market niche, rather than generic consumers, use search engines to research their products? Once my consumers have searched (or not), where do they go?

Engineering 271

Engineering Review Sites News 271

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

FEBRUARY 11, 2013

Consistent messaging vs Varied content. 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. This is especially true in technical fields with a lot of local market regulation.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

SEPTEMBER 28, 2012

As reported by Marketing Pilgrim : Paid search matters most for new customers. Nearly three years ago, I obsessed over another Forrester report on the social media marketing ecosystem , which the pros and cons of paid, owned and earned media. Social media, says the report, drives less than 1% of online sales. Here’s my take: 1.

Bazaarvoice 414

Bazaarvoice Paid Search Comparison Report 414

Dave Fleet

APRIL 26, 2011

I’m not going to lie — I’m dismayed at the juvenile back-and-forth that’s going on between different marketing disciplines over social media, with posts like this one or like this from Search Engine Journal previously. The right people to manage Facebook pages are, apparently ad agencies. Guess which he works for.

Journal 366

Journal Social Media Advertising Engineering 366

Dave Fleet

JANUARY 21, 2021

The Trust Barometer focuses on broader societal issues, but this year’s data touches on something I’ve been speaking about with our clients for several years now: There is an ongoing dearth of trust in the digital marketing field, and especially – but not only – in the social media space. This year is no different.

Privacy 397

Privacy Eventful Compete Report 397

Dave Fleet

JANUARY 11, 2021

Turbulence ahead for digital marketing. 2021 is likely to be a turbulent year in the digital marketing space. All of these things, along with heightened cultural sensitivity to privacy (think: The Social Dilemma , Cambridge Analytica , TikTok controversy, Clearview ) will combine to force a reckoning around marketers who rent vs own.

Social Media 195

Social Media Apple Privacy Data 195

Dave Fleet

JANUARY 27, 2011

Trend #15: Rise of the content strategist. Trend #17: Marketing in streams. Trend #11: Strategic search. Trend #12: Community management. Trend #13: Developer engagement. Trend #14: Measurement matures. Communication accelerates. Trend #16: Listening becomes mandatory. Trend #18: Social media overload. Ubiquitous mobile.

Trends 417

Trends Social Media Curation Reputation 417