Dave Fleet

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Why You Should Tweet During a Crisis

Dave Fleet

During a panel on online support at SxSW this year, Frank Eliason explained that he was able to calculate the tangible benefit from his team at Comcast by looking at the cost of their team, the number of people they helped and comparing that to the cost of those people calling their call centre. Win-win.

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Return On Influence Can Return From Whence It Came

Dave Fleet

It goes like this: (Gain from investment – cost of investment) / cost of investment. Sometimes it’s lowered costs. Figure out what it cost to draft/approve/publish it (time is money) and how much revenue it generated (assuming it was sales-focused). ROI is ROI, not Return on Imaginary Numbers.

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Smart Location-Based Marketing By Home Depot

Dave Fleet

Smart way to reward their most loyal customer (well, the most loyal customer using Foursquare, anyway) with something that has zero cost to Home Depot but a nice benefit for the customer, all the while encouraging other people to compete for that benefit. Because he was the mayor.

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Presentation: The Power of Loyalty in Social Media

Dave Fleet

Social media support becomes more central to an organization’s social media activities, and shifts from a cost centre to a strategic marketing tool. Community management – at scale – becomes a priority with a view to protecting both the brand and customers’ connections to it.

Loyalty 344
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Where does content fit in Facebook’s new marketing model?

Dave Fleet

Whether this will be cost-effective remains to be seen. Rather than optimizing their content to increase engagement in order to drive reach, they’ll simply choose to go the paid route, investing in reach generator and the new premium ads to increase the visibility of their content.

Content 375
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Presentation: The Power of Loyalty in Social Media

Dave Fleet

Social media support becomes more central to an organization’s social media activities, and shifts from a cost centre to a strategic marketing tool. Community management – at scale – becomes a priority with a view to protecting both the brand and customers’ connections to it.

Loyalty 257
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Win A Ticket To The Art Of Marketing Conference

Dave Fleet

You’ll be responsible for any travel and accommodation costs associated with getting there). On a related note, I’ll be speaking for the fourth year running at PodCamp Toronto on Feb 26. If you’re in the city that day, I hope to see you there! Note: the conference is in Toronto.