Marketing, community, support or all of the above?
MARCH 1, 2014
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.
Reflections on the changing digital agency environment
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. Agency life marketing social media strategy trends agenciesLess “social”, more “media”. The (actual) year of mobile.
Internet Trends for 2014 Report is a must read
JUNE 2, 2014
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.
Forrester: Email and search drive online sales, not social
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. A key “pro” of paid: reach. Social media, says the report, drives less than 1% of online sales. Here’s my take: 1. Meanwhile.
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
Where does content fit in Facebook’s new marketing model?
MARCH 5, 2012
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?
Five way to improve your social media measurement
NOVEMBER 21, 2011
It can sometimes be hard to accomplish this – especially from the agency side – as you often need to work with many business functions to determine this (sales, IT, marketing etc). Tweet. We’re past the point where a “get me one of those” approach to the latest social shiny object is a viable approach. Focus on outcomes over outputs. Set measurable objectives.
4 Ways To Improve Your Social Media Content Strategy
SEPTEMBER 7, 2011
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.
Presentation: The Power of Loyalty in Social Media
JUNE 4, 2014
focused on several insights: Social media is a two-way channel, but over the last ten years social media marketers have increasingly shifted to focus activities on one-way interruption – applying old techniques to new channels, which is exacerbated by updates on networks like Facebook. Communities form post-purchase, but most marketers are focused pre-purchase. Social media support becomes more central to an organization’s social media activities, and shifts from a cost centre to a strategic marketing tool. marketing social media advertising digital support
20 Social Media Trends for Business in 2011
JANUARY 27, 2011
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.
Facebook Timeline for Brands: Curation and Palpitation
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. Lots of attention has been put on the new Facebook Pages layout since fMC, with people displaying differing perspectives. Identify appropriate engagements to feature.
The Smart Marketer's Guide to Social Media Management
Engaging in social media isn't an option anymore. So if you're going to do it, you want to do it well
Return On Influence Can Return From Whence It Came
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. 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
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.” 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
Startups: No, You Don’t Need To Hire A Social Media Experts
JUNE 16, 2011
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.
Why Share of Voice is a Useless PR Metric
MAY 24, 2011
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.
Master The Next Wave Of Social
As social media adoption becomes more and more mainstream, marketing leaders race to keep up - creating blogs, communities, and Facebook pages, all too often without a clear road map in mind
From One to a Million: Managing Social Media at Scale
FEBRUARY 28, 2013
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.
Yeah, Well Your Agency Is Killing Unicorns
APRIL 26, 2011
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?
Don’t Be Fooled By Last-Click Analysis Of Social Media
MAY 16, 2011
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?
Eight Tips for Scaling Social Customer Support
JULY 18, 2011
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.
Four Reasons Your Social Media Marketing Campaign Sucks
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. 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
Book Review: Social Marketing to the Business Customer
AUGUST 22, 2011
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.
Smart Location-Based Marketing By Home Depot
JULY 3, 2011
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.
The Top Misused Words in PR
AUGUST 12, 2011
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.
57 Social Media Policy Examples and Resources
JULY 26, 2010
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.
I Am Terrific! A Lesson in StoryBranding
APRIL 5, 2012
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?
Social Media at Scale: Organizing Global Social Media Teams
FEBRUARY 11, 2013
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.
Video: Thoughts on Social CRM for Small Businesses
SEPTEMBER 14, 2011
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
FEBRUARY 2, 2012
” 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.
47 Books For Your 2011 Reading List
JANUARY 17, 2011
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
Internet Trends for 2014 Report is a must read
JUNE 2, 2014
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.
SXSW 2011: Strong on Networking; Less on Content
MARCH 17, 2011
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.
My 2012 Reading Challenge: 36 Books
JANUARY 9, 2012
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.
Why And How To Scale Social Business Programs
APRIL 14, 2011
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.
5 Steps to Thinking More Socially About Communications
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. Think “inbound” alongside “outbound”. It’s a waste. Do you agree?
HOW TO: Read 26 Books A Year
DECEMBER 26, 2010
UnMarketing: Stop Marketing. All Employees are Marketers by Richard Parkes Cordock. Tweet Late in 2009, Julien Smith’s fantastic approach to reading inspired me to set an ambitious target for this year: to read one book every two weeks throughout the year. even published my target list of books so people could hold me to account. In fact, I’m on my 28th book of 2010.
Facebook Strategies: Content Over Creative
OCTOBER 29, 2010
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.
Why Paying Bloggers For Posts Changes The Game
DECEMBER 2, 2010
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.
Win A Ticket To The Art Of Marketing Conference
FEBRUARY 18, 2011
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
Are You Ready If Wikileaks Targets You?
DECEMBER 6, 2010
Every marketing initiative should, at a minimum, incorporate escalation processes into their plans. Tweet Wikileaks creator Julian Assange has announced that his site is now going to begin to focus on businesses. Apparently the first target, early next year, will be a major American bank. Is The list of organizations getting blindsided by online attacks is growing ever longer.
Compete Responds To Criticism
MAY 25, 2011
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
FEBRUARY 7, 2011
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.