Dave Fleet

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Marketing, community, support or all of the above?

Dave Fleet

Over the last few years, social media has evolved away from this – away from personal interaction, and towards what is increasingly push marketing. Marketing objectives generally focus on sales – demand gen, acquisition, etc. The easiest way to visualize this shift is to look at the traditional marketing funnel. Tweet. Is this a good thing? Source: adamhcohen.com.

Internet Trends for 2014 Report is a must read

Dave Fleet

The latest annual Internet Trends Report from Mary Meeker , venture capitalist at Kleiner Perkins Caufield Byers , is one of those, and it’s a must-read for those of us in digital marketing. marketing statistics trends digital Tweet. Every so often you stumble across a report that contains so much insight that it’s futile to try to digest it all in one sitting.

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

Dave Fleet

While marketers everywhere seem to be focused on Facebook Timelines for brands, the latest changes to Facebook’s advertising model represent just as significant a change for brands – if not even more so. marketer’s journey on Facebook: from engagement to advertising. facebook marketing social media contentHow so, you ask? Let’s start by. Sound crazy?

Reflections on the changing digital agency environment

Dave Fleet

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. Agency life marketing social media strategy trends agenciesLess “social”, more “media”. The (actual) year of mobile.

Social Media Marketing GPS

SMGPS will tell you the why & how to use social media for marketing, 1 tweet at a time. You'll learn essentials in digestible little spoonfuls

4 Ways To Improve Your Social Media Content Strategy

Dave Fleet

Think beyond your marketing terms, and towards what people are searching for. Tweet. Lots of people spend lots of time nowadays thinking about how to build up channels/audiences/communities (choose your buzzword as appropriate) through social channels. Relatively few, however, seem to apply similar rigor to the process of communicating with those people after the fact. Set Goals. Optimize.

Return On Influence Can Return From Whence It Came

Dave Fleet

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. Tweet. What is this metric, you ask? To ” There you have it – your “new” ROI – return on influence. Tweet.

7 Tips For Getting Legal Approval on Social Media Programs

Dave Fleet

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.” Tweet. I don’t think it matters which form of communications you work in; “legal” often seems to be a pain point. There’s a natural tension between the two. What do you think? Tweet. social media legal

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Why Share of Voice is a Useless PR Metric

Dave Fleet

In marketing – where all is a funnel down from eyeballs to wallets and the space and time is finite – SOV provides insight into whether your message is drowned by the competition’s. Knowing what your competitor’s SOV in a market is, let’s you know what kind of resources they are pushing forth. This is a guest post by my Edelman colleague  Rob Clark.

The Content Marketing Survival Guide: How to Navigate the Wilds of Social Media

Use this guide to inspire your creativity and ignite more successful and sustainable social media conversations

Facebook Timeline for Brands: Curation and Palpitation

Dave Fleet

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. Lots of attention has been put on the new Facebook Pages layout since fMC, with people displaying differing perspectives. Identify appropriate engagements to feature.

Yeah, Well Your Agency Is Killing Unicorns

Dave Fleet

Guess which he works for. 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. marketing pr public relations social media advertisingDidn’t people ever learn how to play nicely with others?

Smart Location-Based Marketing By Home Depot

Dave Fleet

location marketing FoursquareJust saw this photo on my friend Ben Lucier’s Posterous site – hardware retailer Home Depot reserved a parking spot for him at his local store in the “Pro&# parking section. Because he was the mayor.

Don’t Be Fooled By Last-Click Analysis Of Social Media

Dave Fleet

The report looks at transaction data from 15 clients of a marketing agency (let’s ignore that built-in bias, and convenient product placement in the recommendations, for the sake of this post) to draw conclusions about buyer behaviour including: Most buyers do not arrive at a site directly — they come from search or other marketing activities (fair). Where to begin?

20 Social Media Trends for Business in 2011

Dave Fleet

Trend #17: Marketing in streams. social media trends communications marketing pr public relationsTweet 20 Social Media Business Trends in 2011. View more presentations from Dave Fleet. One of the great things about working in the digital space right now is observing the many changes constantly occurring. Some of these trends are existing and ongoing; others are new. Ubiquitous mobile.

How to Be Social: A Social Media Manifesto

Learn the 10 worst social media marketing mistakes and how to avoid them

Startups: No, You Don’t Need To Hire A Social Media Experts

Dave Fleet

You’re not likely to be walking around with a large marketing team; you don’t have big operating budget. Who can handle your PR or marketing and integrate that strategy with your online activities? Hell, you might not even be at the point of investing in outside marketing help yet – why would you consider an even narrower function? Ok, let’s cut to it.

A Digital Lens on the U.S. Election

Dave Fleet

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. Community management has become increasingly commoditized in a number of sectors as marketers – who generally control the budgets – pushed social media activities higher in the funnel (whereas most community management tends to happen in the post-purchase phase). This week’s result reminded me that marketers aren’t the only ones using analytics to drive our programming.

Eight Tips for Scaling Social Customer Support

Dave Fleet

You’ll have seasonality; you’ll have spikes driven by announcements and launches; you’ll have marketing promotions. Tweet. 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&#.&#. Triage. Tweet.

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From One to a Million: Managing Social Media at Scale

Dave Fleet

Do you aim for consistency and economies of scale or responsiveness at a local market level? Tweet. What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change? Last weekend I presented a session at PodCamp Toronto entitled “From One to a Million: Managing Social Media at Scale.” Key points from the presentation: 1.

Video: Thoughts on Social CRM for Small Businesses

Dave Fleet

As companies’ use of social media tools begins to mature from a pure marketing focus to more of a social business focus, the various use cases of social CRM are gaining more attention from practitioners. Tweet. Social CRM is a hot topic right now. In fact, I’m in the middle of reading a book on social CRM right now ( The Social Customer , by Adam Metz ). Strategy is important.

Trust in 2012: 4 Implications for Social Media

Dave Fleet

” As a starting point, stop thinking about social media in the same way you think of traditional marketing campaigns, and start thinking in terms of bringing people together around a common interest. Edelman recently released the results of its 2012 Trust Barometer survey. That is, except in Canada. Results of the 2012 Canadian Trust Barometer. Implications for Social Media.

I Am Terrific! A Lesson in StoryBranding

Dave Fleet

asked this of some astute marketing people recently, and their answer was to rely more on facts than opinions or puffed-up superiority claims. Jim Signorelli is the founder and CEO of ESW Partners, a Chicago-based marketing firm and author of the new book, StoryBranding: Creating Stand-Out Brands Through the Power of Story. Note: I don’t run many guest posts here, but I found the piece below really interesting. The following is a guest post by Jim Signorelli. Let me know what you think. How could anyone expect to sell anything this way? Right? So why would I do such a thing?

The Top Misused Words in PR

Dave Fleet

If your new product is the ultimate product for the market,  that means you’ll never need to release a follow-up, right? Tweet. Ragan’s PR Daily published a post yesterday listing their top 10 words often misused in press releases. Their list: Quality. Unique. Innovation. Official. Exclusive. Breaking. Never/ever. Revolutionary. Literally. Why stop at ten words, though? Sheesh.

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Book Review: Social Marketing to the Business Customer

Dave Fleet

So, when I heard about Social Marketing to the Business Customer  (by Paul Gillin and Eric Schwartzman) , I picked-up a copy straight away — because I think the marketplace is desperately in need of solid B2B books offering practical social marketing advice. It’s written for the average B2B marketer. Tweet. For me, three key things stand out about this book: 1.

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57 Social Media Policy Examples and Resources

Dave Fleet

Employee Social Influence Marketing Guidelines. Over time I’ve found myself doing more and more foundational work for organizations looking to dip their toes into social media. One of the key elements of this work, in my opinion, is creating a social media policy that fits well with the organization’s goals, culture and risk tolerance. But where to start? As it happens, lots of organizations publish their social media guidelines online, ready for you to review and use yourself. Here are 57 61 great social media policy templates and resources to use when building your own. Source. Cisco.

SXSW 2011: Strong on Networking; Less on Content

Dave Fleet

went to some interesting sessions ( Gary Vaynerchuk was again a SXSW highlight, while  Angela LoSasso ( disclosure: client ),  Adam Lavelle and  Siobhan Quinn did a great panel on real-time marketing) but avoided many others. I’m glad I did, as I heard from many people that they fell more into the “miss&# category, chiefly at the hands of moderators failing to keep topics on-track.

Why And How To Scale Social Business Programs

Dave Fleet

As more and more companies engage in marketing programs through social media, customers are using those two-way channels to demand support from companies. Leverage community for first tier marketing and support. We’re seeing more and more examples of crises driven by online activity; social support offers a way to prevent issues from becoming crises.

My 2012 Reading Challenge: 36 Books

Dave Fleet

Game-Based Marketing. For the last two years I’ve set myself a challenge – one I adopted from Julien Smith  - to read at least 26 books per year. That’s one every two weeks. In 2010 I managed 26 books; last year I managed 32. Stand-out books for me last year included: Fiction: The Hound of the Baskervilles. Game of Thrones Series (4-Book Set). The Book of Lost Things.

Facebook Strategies: Content Over Creative

Dave Fleet

The rise of spacial marketing. The bottom line is that many marketers on Facebook are paying insufficient attention to content design while paying undue attention to creative design. Tweet Are you focusing your Facebook investment in the right place? Interesting, right? The first time that people come to your page is absolutely the most critical. and 8:00 p.m. ET on weekdays.

Social Media at Scale: Organizing Global Social Media Teams

Dave Fleet

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. Pros here include control over global marketing campaigns, coordinated messaging, and efficiency in operation. Centralized teams can also lead to tension with markets. Tweet.

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Win A Ticket To The Art Of Marketing Conference

Dave Fleet

Then the latest Art of Marketing conference in Toronto is for you. For a chance to win a ticket to the Art of Marketing conference, leave a comment recommending a book you’ve read recently. I’ll close entries at 11:59pm on February 28 and randomly pick two winners. Want to see Gary Vaynerchuk, Guy Kawasaki, Avinash Kaushik and more speak, all in one day? events

Internet Trends for 2014 Report is a must read

Dave Fleet

The latest annual Internet Trends Report from Mary Meeker , venture capitalist at Kleiner Perkins Caufield Byers , is one of those, and it’s a must-read for those of us in digital marketing. marketing statistics trends digitalEvery so often you stumble across a report that contains so much insight that it’s futile to try to digest it all in one sitting. Mary Meeker.

47 Books For Your 2011 Reading List

Dave Fleet

The Age of Persuasion: How Marketing Ate Our Culture (via @DoctorJones ). The New Rules of Marketing and PR – David Meerman Scott (via @ruthings ). Tweet Looking for books to populate your reading list for 2011? Here are a few to think about. Last year I set myself a challenge: reading a book every two weeks throughout the year (I actually managed one more than that). books

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Four Reasons Your Social Media Marketing Campaign Sucks

Dave Fleet

That’s the three-step approach we recommend companies take when it comes to approaching social media marketing activities for their organization. If you think back to our social media marketing ecosystem and Forrester’s breakdown of media types , marketers are often most used to paid media – immediately scaleable and controllable. Tags: marketing social media strategy

Compete Responds To Criticism

Dave Fleet

If you’re looking for sentiment data visa-vi social networks, I like using Google Realtime to build out timelines that correspond with news and product happenings. I use these services a lot to supplement our information, they’re not a direct replacement in terms of the value add for a lot of digital marketers but they can help give you a better picture of what people were taking about during specific time periods, breaking news, and similar domains that may be of interest to investigate. Even when considering your GA numbers, you are well down the long tail of the internet. 

Weekly Reads: Facebook, Marketing Trends and Social Media’s Effect on Stereotypes

Dave Fleet

Also: interactive marketing trends and how social media may break down gender stereotypes. Forrester: Actual Interactive Marketer Predictions For 2011. Following-up on my presentation on 20 social media trends for business in 2011, here are a few diverse predictions from an equally diverse group of interactive marketers: Ad prices increase. Interactive marketing predictions. 6.

Why Paying Bloggers For Posts Changes The Game

Dave Fleet

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 relations communications marketing pr public relations advertisingquick note up-front: I’ve been writing here for six years now. You shift from content creator to service provider.

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Search Engines Are A Conduit, Not A Source

Dave Fleet

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? Let’s get this out of the way: Search engines are a key part of communications nowadays. Take a look at your website analytics and it’ll be clear – there’s no avoiding it. Search engines are a conduit – a step along the path – not a source. Search is important. Etc etc.

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Book Review: The Monk Who Sold His Ferrari

Dave Fleet

I read a lot of business books – you know, the kind focused on how to market, or plan, or manage better. So, when I started to read Robin Sharma’s “ The Monk Who Sold His Ferrari ,&# I wasn’t sure what to expect. This makes Sharma’s book immediately resonate, and — I found — manages to hook you in more than most other books of this type. books