Dave Fleet

MAY 12, 2010

As Ray puts it, “Marketers must view their customer service organizations as a key component in brand-building efforts&#. There’s no risk – if you’re not listening to online conversations about your brand, you’re neglecting your brand. I encourage you to head on over and check out the post in full.

Organization 393

Organization Social Media Airlines Issues 393

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. Sentiment and conversation trends matter. Pay attention. Pay attention. Analytics Drives News.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

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

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. Brands still tend to talk at people, not with them.

Guidelines 354

Guidelines Report Facebook Case Study 354

Dave Fleet

SEPTEMBER 2, 2010

However, if it’s that easy, why are companies still engaging in marketing activities that essentially consist of one-shot, one-way fire-and-forget promotions that do nothing to shift the needle in the long term? Relationships take time to nurture. Nothing rocket-science based here, right? Back to “online networking.&#

Social Media 393

Social Media Activities YouTube Conversation 393

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? Do you aim for consistency and economies of scale or responsiveness at a local market level? at point-in-time campaigns and at the broader conversation ecosystem for insights. What would change?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

JULY 18, 2011

David Armano noted in a recent Harvard Business Review post on social business that listening to conversations is a valuable step but only the beginning: “The true opportunity lies in scaling and operationalizing “social&#.&#. Other people with the same problem won’t benefit from the solution.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

MARCH 17, 2011

Given that my voice has pretty much deserted me after numerous days trying to have conversations in overly noisy places, I thought I’d get some of my thoughts on the conference down on “paper&# for you. I just arrived home from South by Southwest Interactive after six days down in Austin, Texas. Networking Mecca.

Content 323

Content Conference Flipboard Meeting 323

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

JULY 20, 2010

Many public relations folks have harped on the idea that PR agencies are best placed to serve clients’ social media needs because of their focus on relationships and conversations as part of their core business. Ad agencies have access to the marketing function, which often controls communications in general within organizations.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

OCTOBER 29, 2010

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.&# The rise of spacial marketing. They’re not going to keep coming back for the sake of coming back. The continued rise of Facebook community managers. Shift your budget.

Strategy 410

Strategy Content Facebook Widget 410

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

SEPTEMBER 7, 2011

Lead to more conversions. Think beyond your marketing terms, and towards what people are searching for. Just as media buyers analyze which versions of ads convert better than others, you should take the opportunity to look at the types of content that: Generate more engagement. Lead to more click-throughs. Is it UGC-focused content?

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. By acquiring a solution that allows users to do a deep dive on online conversations, Marketwire is adding a useful tool to its arsenal, and one that it doesn’t just need to white-label from other providers.

Sysomos 334

Sysomos Alterian Filtrbox Attensity 334

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

OCTOBER 5, 2011

The Harvard Business Review recently published a post entitled “ Return on Influence, the New ROI “ In it, the author suggested that marketers consider the use of “Return on Influence” as a metric for measuring social media activity. What is this metric, you ask? Measurement should be activity-specific.

Influencer 321

Influencer ROI Metrics Klout 321

Dave Fleet

DECEMBER 2, 2010

I’ve shied away from this topic in the past, but after some interesting conversations I’ve had over the last few weeks I’m ready to weigh in. When companies allocate marketing budgets to PR, advertising, interactive and social programs, they make a decision on how to allocate those resources to get the best results.

Blogger 371

Blogger Compete CPM CPC 371

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. Still, I thought it worth adding my two cents to this conversation, setting the record straight on a couple of things and doing it… y’know… transparently.

Film 279

Film Hosting Company Project 279

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. Tags: marketing social media strategy. Listen; engage; develop. What do you think?

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

JUNE 15, 2010

The purists who insisted that the conversation alone was and end, rather than a means, are diminishing in volume and a more rational, approach is emerging balancing the revolutionary aspects of social media with those that are simply evolutionary from existing business practices.

Sysomos 273

Sysomos ROI Social Media Privacy 273

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. Decline of community management (in some areas).

Mobile 105

Mobile Trends Loyalty Compete 105

Dave Fleet

MAY 25, 2011

Cookie-based web solutions are good sources of information on all of the behaviors that occur within a website, and therefore can be used to calculate and optimize site flow, conversion rate and other onsite activities. In this manner, web analytics are not subject to the same sample requirements as panel companies.

Compete 277

Compete Quantcast Sample Samples 277

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

MAY 16, 2011

In my opinion, brands make a mistake when they consider social media as purely conversion-driven tools. Social media provides numerous potential benefits besides end-of-funnel conversion, including: Long-term brand-building. Market intelligence and insights. Top-of-mind awareness. Improved customer service and retention.

Social Media 366

Social Media Analysis Tweetdeck Report 366