Dave Fleet

JANUARY 18, 2012

Now that I’ve had a few days to decompress, I thought I’d do something slightly different and provide a few insights from a social perspective. CES is not a social media conference (duh). That doesn’t mean there’s no place for social media, though – far from it. Listen and learn.

Social Media 276

Social Media Foursquare Conference Eventful 276

Dave Fleet

FEBRUARY 2, 2012

Trust in social media increased by 175 per cent in Canada, and trust in other online sources rose by 20 per cent. Implications for Social Media. So what do this year’s results mean for companies in Canada, and those using social media in particular? Social media is not the end goal.

Social Media 305

Social Media Bazaarvoice Survey Eventful 305

Dave Fleet

SEPTEMBER 7, 2011

With a few degrees of variation, most people will suggest you look at around a 90/10 ratio of engagement to static content on social channels. That means, if you post 20 tweets (for example) per day, you have roughly two opportunities to insert your own POV into the stream. Are you optimizing your content based on previous results?

Social Media 375

Social Media Strategy Content Compete 375

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.” ” One of the questions revolved around whether panelists had encountered problems with legal departments when introducing social media initiatives.

Social Media 366

Social Media Tips Proposal Case Study 366

Dave Fleet

NOVEMBER 2, 2010

Tweet Discussion around my recent post on some alleged unethical social media use during Toronto’s mayoral election got me thinking around some broader topics that have emerged recently. People who try to tie social media success or failure alone to campaign results are nuts. Neither does cable news.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

OCTOBER 25, 2010

One of the big emerging challenges right now is that, after a few years of PR agencies leading the way, we’re seeing advertising agencies throw their hats into the ring for social media in a serious way. They then layer that on top of social media which, while gaining in credibility, is still not credible as a source on its own.

Social Media 303

Social Media Survey Sites Examples 303

Dave Fleet

JUNE 24, 2010

Once again, social media beat traditional media to the punch (as if this is news nowadays), although mainstream outlets were quick to report the news shortly thereafter. We did a little research on social media activity regarding the earthquake using Radian6. Yesterday afternoon at 1:41pm EDT, a 5.0

Radian6 390

Radian6 Social Media Journal News 390

Dave Fleet

JULY 20, 2010

Too much has already been written about the recent Old Spice foray into social media. Not a PR agency, or a social media agency. On Sunday, the Wall Street Journal ran an interesting story on the growing interest of ad agencies in the social media space. An ad agency.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

JUNE 15, 2010

Social media ROI is a hot topic right now, as social media begins to (slowly) mature. One area in particular which is fast-evolving is social media monitoring (my ex-colleague Michael O’Connor Clarke quipped last week that there’s probably a micro-industry dedicated to watching it).

Sysomos 273

Sysomos ROI Social Media Privacy 273

Dave Fleet

DECEMBER 20, 2010

These two situations serve to reinforce a point I often make nowadays: Third-party social media tools have many advantages. That’s why you shouldn’t throw all of your social media eggs into someone else’s basket. However, you don’t own them. In short, you don’t control them.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

SEPTEMBER 24, 2010

The self-proclaimed “Jedi for social media,” with a big online mouth and an even bigger following, Scott provokes strong reactions from people. They’re also held up against examples of companies doing it wrong which, while it may not make Scott friends at those companies, is refreshing.

Engagement 387

Engagement Review Marketing Small Business 387

Dave Fleet

NOVEMBER 22, 2010

Your new social hub, or your Facebook Page, or your engagement plan may be the nice, glamorous part of your approach to social media, but be careful not to completely neglect incoming information in favour of outbound messages. That approach is ineffective in social media. Think long-term, not short-term.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

APRIL 13, 2011

We’ve discussed, many times, the importance of the ongoing trend towards the integration of various communications forms in social media – the fact that you can’t just put “social&# in a bubble and expect it to perform without support from other media. Force #2: Consumers demanding social support.

Case Study 296

Case Study Issues Study Social Media 296

Dave Fleet

AUGUST 22, 2011

Despite all of the books out there about social media, most of them are pretty generic or focus on end-user 101s. The bottom line: I’ve already recommended this book to several colleagues looking to learn more about social media from a B2B perspective. It acknowledges that social media isn’t the second coming.

Review 369

Review Case Study B2B Marketing 369

Dave Fleet

APRIL 14, 2011

As time goes on we’re seeing a rising trend toward social customer support , largely driven by three forces: Companies are observing high-profile brands successfully executing social support programs and want to realize those benefits. Invest in Social Media Management Systems before you lose control.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

OCTOBER 14, 2010

Take the video interview I posted the other day, for example. Not only do you drop back from that initial level of engagement, you also risk creating social media scorched earth as you do so. Take campaign-based Facebook pages, for example. Tags: communications pr public relations social media strategy.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

OCTOBER 14, 2012

From memory, I believe we first met online in 2007, through social media channels that were a shared passion between us. Michael could name-check some of the first wave of social media pioneers as friends, and was himself an early social PR pioneer. I knew Michael both as a friend and as a colleague.

Exercises 419

Exercises Banking Communities Meeting 419

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? However, solid business objectives do tie back.

Influencer 321

Influencer ROI Metrics Klout 321

Dave Fleet

NOVEMBER 17, 2010

Super Users can set the base Workspaces for sets of users so, for example, certain users would always see certain topic profiles in their console. For example, want to remove the ability to launch a personal FB stack and restrict the ability to respond on Twitter stacks – you can now do that. Permissions.

Radian6 268

Radian6 Features Engagement API 268

Dave Fleet

SEPTEMBER 29, 2010

Tweet The maturation of the conversation about social media-driven PR continues. As Chris Brogan put in a well-timed post on social media metrics today, “The social media metric that I think does matter and that is difficult to fully qualify is sentiment : the positive or negative mentions of a brand, product, service, whatever.&#

Conversation 277

Conversation Metrics Social Graph Sentiment 277

Dave Fleet

MAY 10, 2010

So, if your Facebook Page falls into “owned media&# in our social media ecosystem , Community Pages would fit more into “earned media.&#. Let’s take Roots, for example (not where my friend works). This isn’t unique to Roots – do the same for Microsoft, for example.

Communities 419

Communities Brands Wikipedia Microsoft 419

Dave Fleet

JULY 18, 2011

Online customer support is one of the key trends confronting companies as they embrace social business and look to interact with their consumers online. As social support grows in reach and popularity, companies are facing the conundrum of how to successfully scale. Build an army of advocates.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

FEBRUARY 11, 2013

One of the most fundamental questions in running a social media program at scale is, “how do I organize it”? More recently, he released a more focused look at the tensions facing companies who are looking at scaling their social media. Enterprise Deployment vs Organic social growth. Global vs Local.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

MARCH 8, 2011

Here’s my take on five clear options for people running social media response programs. Facebook has thrown a bit of a wrench in the works for companies engaging in social media response programs. Dan Zarrella , for example, has shown that if you post too often to your page, you may lose fans.

Comments 370

Comments Sites Engagement Aggregator 370

Dave Fleet

AUGUST 3, 2010

When I think of examples of companies known for successful adoption of social media tools, a few names always come to mind – Dell, Radian6, Freshbooks… and Zappos. (On So, when a colleague remarked that she was enjoying a book that charted the course of Zappos so far, I promptly added it to my 2010 reading list.

Review 296

Review Radian6 Skills Course 296

Dave Fleet

FEBRUARY 16, 2016

This was the period when the current platforms all launched, and it felt like there was a new social media tool or network emerging every week. It was such a time of change that I would come into work early each day and block off time to catch up on the latest social media news. Less “social”, more “media”.

Mobile 105

Mobile Trends Loyalty Compete 105

Dave Fleet

MARCH 5, 2012

Combined with the new Timeline for brands, Facebook in one fell swoop has both expanded the overlap of advertising with content, and has reduced the impact of other creative assets (for example, you can no longer direct people to a default tab other than your wall) in one fell swoop. Implications of Facebook’s advertising changes.

Content 375

Content Marketing Advertising Analysis 375

Dave Fleet

OCTOBER 29, 2010

As with so many other aspects of social media, it’s not all about having a flashy, creative, well-designed page layout. Specific initiatives can draw people to engage directly on your page (contests, for example). The continued rise of Facebook community managers. It’s not about dazzling people with creative gadgets.

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

OCTOBER 17, 2017

Our team has undergone a significant transition to broaden our capabilities from our historical core strength in social media into additional digital marketing areas. For example, for several years we incubated a specialty group within our Digital team. This has been a significant focus over the last few years.

Team 186

Team Construction Skills Groups 186

Dave Fleet

OCTOBER 17, 2017

Our team has undergone a significant transition to broaden our capabilities from our historical core strength in social media into additional digital marketing areas. For example, for several years we incubated a specialty group within our Digital team. This has been a significant focus over the last few years.

Team 150

Team Construction Skills Groups 150

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. Brian Solis , for example, talks about “listening, observing and learning” as the bedrock steps in organizational use of social media in his book “ Engage ” (which I’m currently reading).

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

MARCH 22, 2011

What other examples have you seen? .&#. The first line links to a full page of information on the commenting system. I think this is a great way of communicating the implications of using the plugin.

Privacy 333

Privacy System Comments Issues 333

Dave Fleet

MAY 16, 2011

Zero detail on actual social media activities. At no point in the report does it say that (a) the companies were engaged in any sort of social media activities, (b) the form that those activities took (c) the scale and reach that those activities had, or (d) the quality of those activities. Social media objectives vary.

Social Media 366

Social Media Analysis Tweetdeck Report 366

Dave Fleet

APRIL 5, 2012

If you have a brand, and especially now at a time when social media is availing people to go public with their opinions apart from yours, you maybe ought to care. Could it be that it’s always done this way, that it’s culturally acceptable for advertisers to brag and boast about who they are and what they do?

Health Care 370

Health Care Advertising Posterous Sample 370

Dave Fleet

NOVEMBER 22, 2011

Here’s a question for you: Should you let conversations in social media direct your business? If you’ve worked in the social media space, that seems like a pretty straightforward “yes”, right? Should you let individual conversations in social media direct your business?

Conversation 321

Conversation Social Media Aggregator B2B 321

Dave Fleet

FEBRUARY 21, 2011

Rudimentary but another example of how location-based services can prove valuable. Mashable: Text a Nearby Group of Friends With GroupMe’s New Foursquare Feature. Another Mashable story – this one on an interesting use case for Foursquare – GroupMe, which lets you text groups of nearby friends. Location-based texting with GroupMe.

SEO 262

SEO Mobile Foursquare Journal 262

Dave Fleet

SEPTEMBER 28, 2012

Social media, says the report, drives less than 1% of online sales. We need to stop thinking about social media as a silver bullet, stand-alone silo and approach communications as an integrated discipline where paid, owned and earned media all work together to drive results. A key “pro” of paid: reach.

Bazaarvoice 414

Bazaarvoice Paid Search Comparison Report 414