Jeff Esposito

JULY 23, 2012

Social media is going to be a big part of the corporate marketing mix in the future but right now it is still in that awkward pre-puberty stage. You see marketers, communicators, and customer support teams are guilty of ostriching when it comes to the evolution and emergence of social media. Markets may also be stuck in their old ways.

Social Media 47

Social Media Policies Authentication Team 47

Jeff Esposito

SEPTEMBER 8, 2011

SIM (NPS*Conversation Share*1,000) – 2 Points. Conversation Share (Total Team Mentions/Mentions for Weekly Matchup) – 7 Points. Positive Conversation Share (Positive Team Mentions/Mentions for Weekly Matchup) – 7 Points. Negative Conversation Share (Negative Team Mentions/Mentions for Weekly Matchup) – 6 Points.

Lithium 43

Lithium Sentiment Team Conversation 43

Jeff Esposito

JANUARY 14, 2013

For the sake of this post, let’s say that the major stakeholders in your company’s social media output are communications (PR), marketing, recruiting and support (here’s a look at a much larger touchpoint model ). Social Communications – How many fans are engaged with the brand or reduction in fan churn due to great content marketing.

Social Media 53

Social Media Metrics Cost Campaign 53

Jeff Esposito

JULY 25, 2012

A few weeks back, I was having a conversation with my friend Geoff Livingston in the comments of a blog post. Instead of talking business, marketing or social, the book focused on an area that I have no background in – science. One thing led to another and he recommended Honest Signals from Alex (Sandy) Pentland.

Review 43

Review Study Research Report 43

Jeff Esposito

SEPTEMBER 4, 2012

Social Influence Marketing Score [SIM] (NPS*Conversation Share*1,000) – 3 Points. Conversation Share (Total Team Mentions/Mentions for Weekly Matchup) – 7 Points. Positive Conversation Share (Positive Team Mentions/Mentions for Weekly Matchup) – 7 Points.

Social Media 35

Social Media Lithium Team Conference 35

Jeff Esposito

MARCH 20, 2012

So when Mike Proulx entered the conversation on the subject, I think I made the comment along the lines of it is way to early to have a book on the topic. You are in marketing. After reading the book, I do have to thank Mike for giving me a copy to change my mind. You are looking for tie ins for your advertising program.

Mobile 43

Mobile Trends Advertising Social Media 43

Jeff Esposito

JUNE 2, 2015

If the name sounds familiar, it should since it is something that Facebook has shared with marketers for years. Eyeballs translating to actions: While we can opine all we want on social media being a conversational tool, it is also Big Business. A common question asked is what are these tweets generating?

Twitter 20

Twitter Meme Social Media Management Comparison 20

Jeff Esposito

JUNE 2, 2015

If the name sounds familiar, it should since it is something that Facebook has shared with marketers for years. Eyeballs translating to actions: While we can opine all we want on social media being a conversational tool, it is also Big Business. A common question asked is what are these tweets generating?

Twitter 20

Twitter Meme Social Media Management Comparison 20

Jeff Esposito

FEBRUARY 28, 2012

In a little over a week thousands of techies, hipsters and marketing folks will arrive in Austin, Texas for the interactive marketing portion of the 26th Annual South by Southwest Conference for five days of sessions, keynotes, events, networking opportunities and parties.

Tips 40

Tips Foursquare Badge Conference 40

Jeff Esposito

JULY 8, 2014

A few weeks back, I took the stage at Internet Retailer ‘s annual conference for the ecommerce industry to discuss social media and how marketers can do it right, but also how they can do it very wrong. Much of the value of social media lies within the data that is readily shared by its users.

Retail 20

Retail Conference Industry Social Media 20

Jeff Esposito

SEPTEMBER 14, 2012

Oreo’s 100-Day ‘Daily Twist’ Campaign Puts Cookie in Conversation – if you aren’t following Oreo on. Their 100 days of Oreo campaign is brilliant from a content and pop culture standpoint and is a golden example for mixing social and content marketing. Source: mashable.com via Jeff on Pinterest.

Klout 35

Klout Campaign Issues Examples 35

Jeff Esposito

JUNE 4, 2012

When I peeped out the profiles on my phone I found: Facebook – one-way communications and push marketing. Twitter – minimal conversation and mostly push marketing. If you guessed yes, you were incorrect. Foursquare – no deal, despite a call out to check in. While this was disappointing, I was not completely surprised.

Brands 50

Brands Real Estate Foursquare Retail 50

Jeff Esposito

JULY 30, 2012

Marketers’ have spent their careers creating ads that drive consumers to purchase with little or no customer input. Instead, if your marketing team has seen a decrease in sales via email messages, offer a social sharing option for emails which could help the team and the businesses bottom line. And why should they?

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Team Resources Buy Examples 44

Jeff Esposito

MARCH 25, 2015

We’ve built a digital relationship based on everyday conversations: career successes, vacations, holidays, the NFL, SXSW, gaming, the lottery, clowns and more. Guest Post Chris Ehrlich Content Marketing newsspark' We began tweeting when NewsSpark was only an idea. Jeff has since become a tweep. Digital benefits.

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Content Journal Publishing Metrics 20

Jeff Esposito

MARCH 8, 2011

46% of US small businesses utilize social media in their marketing mix ( Vistaprint ). As this market continues to grow, everyone working for a brand, agency or just participating in the conversation has a hand in how the platforms evolve in the future. 70% of the US’ 149 Million Facebook users login daily ( Ogilvy ).

Sysomos 44

Sysomos Hitwise Social Media Statistics 44

Jeff Esposito

MARCH 25, 2015

We’ve built a digital relationship based on everyday conversations: career successes, vacations, holidays, the NFL, SXSW, gaming, the lottery, clowns and more. We began tweeting when NewsSpark was only an idea. When Jeff wasn’t officially the award-winning social media pro he is today. Jeff has since become a tweep. Digital benefits.

Content 20

Content Journal Publishing Metrics 20

Jeff Esposito

DECEMBER 9, 2010

A full writeup on the change can be seen over on Effective Student Marketing. This is something that can become a headache for both customers looking to interact and the brands looking to converse with them. The one downside is that it negatively impacts the way that brands can interact with their fans.

Brands 31

Brands Privacy Policies Education 31

Jeff Esposito

JULY 23, 2010

I like it but not addicted, yet; had a great conversation about monitoring services with Jason Mollica and am happy to say that I will officially have my wife back full-time after she takes the bar next week. Social media turf wars: are marketing and PR on a collision course? My weeks are running into one another.

Smart Phone 24

Smart Phone Alltop Sentiment Creative Commons 24

Jeff Esposito

OCTOBER 18, 2013

A marketing persona is simply an invented version of your business, consumers and products that work as a marketing tool for your overall business. They had three personas (Anna, Jade and Luca) that lost their phone and would start conversations about it with real people over social media. The Three Types of Personas.

Company 40

Company Social Media Insurance Influencer 40

Jeff Esposito

JANUARY 8, 2014

It was an easy thing to build out and the 1:1-to-many conversations looked great on paper in presentations and garnered a lot of industry-wide Atta-boys and high fives. We all need to take off our marketing hats more and get back to what social media started as – a conversational media platform.

Meme 54

Meme Real Estate MySpace Organization 54

Jeff Esposito

APRIL 4, 2011

Before you go calling me Debbie Downer, think about it this way: Salesforce is in the market of CRM and mapping people to online transactions. Radian6 maps conversations to users and easily integrates with both their new company and other CRM tools like Oracle. Change is coming and there is nothing we can do to stop it. What say you?

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Radian6 Social Media Social CRM Company 52

Jeff Esposito

AUGUST 14, 2011

Conversely, Klout doesn’t mention trust in their parameters. Jason Mollica is a public relations manager at a strategic marketing and PR firm near Buffalo, N.Y. For example, take a look at this graphic from my analysis at TweetLevel: According to the 70.1 score, I am a “Twitter Superstar.” However, my trust score is 36.1,

Influencer 48

Influencer Klout Foursquare Analysis 48

Jeff Esposito

FEBRUARY 23, 2012

I’m looking forward to the weekend and getting our house ready to put it on the market to move to the ‘burbs. To me, there is no right or wrong answer as I see a community as a property owned or rented real estate where a conversation of likeminded folks talk and engage with a brand or idea.

Data 28

Data Real Estate Tumblr Retail 28

Jeff Esposito

APRIL 29, 2011

To echo the sentiment t of Gini’s post, this piece from Marketing Profs gets down to the following line Why can’t we all just get along? For me it is mostly people I have conversations with or I find interesting. The comments section is also filled with very smart commentary on the subject. Who Owns Social Media? –

Sentiment 37

Sentiment Energy Project Meeting 37

Jeff Esposito

JUNE 29, 2011

Reducing push marketing spend. Reducing customer service time. Increasing awareness of product issues or improvements. Reducing customer churn. Identifying customer issues with product/services. Please notice that fans and followers are not mentioned in the metrics above.

Social Media 44

Social Media Metrics Loyalty ROI 44

Jeff Esposito

SEPTEMBER 1, 2010

The dollars brought in from people who are generally not seen as revenue drivers has given marketers a set of green blinders. Common Misconceptions When many marketers look at social media platforms, they are immediately drawn towards the audience of the site. Facebook for example, has over 500 million users on the site.

CoTweet 36

CoTweet CoTweet Press Release Company 36

Jeff Esposito

MARCH 4, 2011

New Research: Search Marketing Vs. Social Media or Search + Social Media? – I have always stood by the fact that social media will not be a silver bullet that replaces traditional marketing, but rather support the entire business. This new study from groupm is worth printing out and taking a look at.

Sports 28

Sports Conference Influencer Social Media 28

Jeff Esposito

FEBRUARY 12, 2012

In keeping my network small, I’ve been able to have more meaningful conversations and relationships with the folks that I’ve connected with. On one hand I like that I can store a bunch of cool pictures and marketing graphs instead of cutting and pasting links in a word doc. from my friend Gini Dietrich.

Applications 40

Applications Foursquare Curation Social Networking 40

Jeff Esposito

OCTOBER 29, 2010

Jenny Zesut of Lithium and I have a great conversation that you won’t want to miss. Can Boston Become the Silicon Valley of Marketing? – You know it would be nice to see Boston become the hub of the new wave of marketing. If you want to check it out, you can register here. Any big weekend plans?

Lithium 24

Lithium Real Estate Sample Samples 24

Jeff Esposito

JULY 1, 2011

My team also headed to the New England Direct Marketing Association where we took home awards for top Twitter strategy (second year in a row) and third place for overall social media strategy. Jeremy Pepper is a smart dude that I really enjoy conversing with on Tuesday nights in #PR20chat. This was one heck of a week.

Klout 26

Klout Journal Reputation Education 26

Jeff Esposito

AUGUST 13, 2010

Now this is one of those questions that always sparks conversation. However the title is a bit misleading as the post actually makes the case for three marketing disciplines that can all claim a stake in the argument. Who “owns” social media? –

CoTweet 26

CoTweet CoTweet Creative Commons Disqus 26

Jeff Esposito

JULY 22, 2010

Aside from those metrics, you can pull up equated net promoter scores, social influence marketing score and conversation share (I blogged about what each is here ). Using these metrics along with the ones above can show the ebbs and flows of sales and traffic correlating to the social currency that you are building.

Metrics 24

Metrics Creative Commons Disqus Exercises 24

Jeff Esposito

AUGUST 6, 2012

Last week, my mother-in-law emailed me a link to a press release on Social Media ROI for institutions of higher education from the University of Massachusetts Dartmouth Center for Marketing Research. I gave it a quick read and decided to check it out in more detail over the weekend. 24% reduction in newspaper ads. 17% less in radio/TV ads.

Cost 51

Cost Study Social Media Press Release 51

Jeff Esposito

MAY 16, 2011

Keeping a single mind, on the other hand, will do the converse as it can blind teams to only thinking one way. Heeding the old saying that two heads are better than one and in incorporating additional voices and experiences into the social brain trust will only help growth.

Education 44

Education Team Social Media Project 44

Jeff Esposito

AUGUST 11, 2011

Below are the three key examples that brands should keep in mind: There is no off-switch – Unlike many marketing channels, social media has no off switch. By pointing out flaws in his rival party, Obama allowed the Republicans to insert their point of view into the conversation and point out flaws in the Democrats talking points.

Social Media 42

Social Media Web 2.0 Case Study Policies 42