Jeff Esposito

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Book Review: Digital Marketing Analytics [video]

Jeff Esposito

Chuck Hemann and Ken Burbary are some smart dudes, so I had some high expectations when my copy of  Digital Marketing Analytics  come in. These expectations were more than exceeded when I got into the book that I’d like to call a good textbook for digital marketers. Overall, you should read this book if you: manage a social media program (PR, marketing, support).

Is your marketing smarter than a 4-year old?

Jeff Esposito

After I got over the initial humor of this 4-year old girl breaking down the tactics of toy marketers, I found myself nodding along with what she was saying. Marketers are fond of the keep it simple stupid, or KISS method, when building up a campaign. While it sounds simple, we often over think ourselves and we become desensitized by the marketing messages.

Are you marketing in the round?

Jeff Esposito

Throughout the process, I knew that Marketing in the Round  would be good, but did not think that it was going to be something that would take readers out of their comfort zone. Rather the duo pushes readers to step back and look at their marketing in a more holistic manner. This book should be read if you… work in marketing. are looking to up-level your marketing game.

Are you bumping into coworkers enough?

Jeff Esposito

Imagine seeing the same developer or accountant or marketing manager walking in each day. A few months back I stumbled upon an interesting question and answer session with Tony Hsieh at Samsung’s Blogger Lounge at SXSW. While the new digs mean more space for the team at Zappos, Hsieh does not want his employees to get lost in this space. Sounds crazy right? How about Bob from accounting?

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

Facebook’s the crack and we’re all greedy junkies

Jeff Esposito

We all need to take off our marketing hats more and get back to what social media started as – a conversational media platform. A recent Facebook update changed how brands are able to get content onto users’ news feeds. The new algorithm will only post content that is relevant to the end-user, meaning users get the content they care about, not the content that games the Edgerank by hopping on memes or posting cute babies or puppies (if you want more details, you can click here , here or here ). What do you want to see when you come on the platform? Oh yeah, Mashable said it was cool.

See you later Vistaprint, best of luck

Jeff Esposito

Soup to Nuts Social Education: Over the past 7+ years, I have worked in social media and held a variety of roles that challenged me, but taught me that you need to look at social holistically and not in a silo. I am proud to say that I had a hand in leading and creating teams in content marketing, social media paid/organic, customer service and technology integrations. Eight years, one month and 13 days ago, I walked into Vistaprint to take on a role as an associate manager on the company’s PR team. It also taught me to ask for forgiveness as opposed to permission. Company social media

A look at how the global social media map has changed in four years

Jeff Esposito

Overall this shouldn’t really surprise anyone, but to me it’s amazing to see how Facebook beat out the fragmented market that everyone was pontificating on circa 2009-10. Oh what a difference four years makes. Image: Vincenzo Cosenza. social media social media globally

Magic Hat: a case study in offline to online marketing

Jeff Esposito

This post contains video, click here if you cannot view. Over the weekend I picked up a 12-pack of Magic Hat for a family birthday party for my son. While loading up the cooler, I noticed some interesting packaging where the brewery invites consumers into their online community. This was definitely the first time I’d seen a QR code on a beer, click the video above to see my full breakdown.

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

Epic Commercial of 2013 – Snuffy the Seal

Jeff Esposito

Every year, the Discovery Channel kills it in terms of marketing Shark Week. This year is no different with the new roll-out of the epic Snuffy the Seal commercial. Well played. Uncategorized Discovery Channel Shark Week Snuffy the Seal

Why should I like your brand?

Jeff Esposito

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. After closing on our new house, my wife and I visited a number of large retailers looking for appliances, a lawn mower and other things that first time “big people” homeowners (read: not a condo in Boston) would need.

30 Social Media Stats for the C-Suite

Jeff Esposito

In 2011 marketers will increase their social media usage by 75 percent ( Brian Solis ). percent of CMOs say social marketing efforts are effectively integrated into their overall marketing strategy ( MarketingProfs ). 97 percent of the top US charities utilize Facebook in their marketing efforts ( UMass Dartmouth ). 89 percent of companies note that social media will become a useful cog in their marketing mix moving forward (Useful Social Media). 35 percent of small businesses utilize social media in their marketing mix ( eMarketer ).

Memo to Social Media Pros – Social Media is NOT necessary for the C-suite

Jeff Esposito

Sure CEOs should know what is going on within their company and marketing or communications department. You know what this is right? Earlier this week, my pal Gini Dietrich (even though she has zero skills in Draw Something , we are still cool) wrote a post showcasing social media usage by CEOs in the Fortune 500. 7.6% of these CEOs are on Facebook. contribute to blogs. 0 are on Pinterest.

How to Be Social: A Social Media Manifesto

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

Would you pay for an adless Facebook?

Jeff Esposito

We’re all marketers (or critics) – as someone who works in marketing, I like to see what other companies are doing. Targeted marketing – Facebook has a boatload of data on all of us. Each like, share, click or status update gives marketers another data point for them to target on. The main reason is that we all like the saying, “ If it’s free, it’s for me.”

Three Reasons Why Executives Should Tweet For Themselves

Jeff Esposito

Translation: I don’t understand social marketing, and I’d prefer you to tackle that medium. While I successfully built the company’s blog and social media channels from scratch, those marketing channels went mute after I left the company. While I successfully built the company’s blog and social media channels from scratch, those marketing channels went mute after I left the company. She utilizes a variety of marketing strategies and works with start-ups in the food, health, fitness, social media and consumer industries. Why do I follow these leaders? that medium.

Twitter Audience Insights – Late to the Party, but Valuable Addition

Jeff Esposito

If the name sounds familiar, it should since it is something that Facebook has shared with marketers for years. The conversations are truly valuable, but when you talk to a CMO or marketing VP, numbers are probably more valuable. With Twitter showing the demographical data, social media professionals can now make educated decisions in regards to resources allocated to Twitter in regards to media spend and content marketing. Twitter recently made a big splash in the social media world when they announced their new analytics – called audience insights.

What does social media success look like?

Jeff Esposito

Reducing push marketing spend. This is post is part of the Institutionalizing Social Media series. To see previous installments or to learn more about the series, click here. As social media continues to gain more traction throughout companies, practitioners in the space will be asked the tough questions about the business value of their efforts in the space. Making money. Generating sales.

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

Reebok adds WOW factor

Jeff Esposito

Community Building Company Marketing Arsenal Mall Good Customer Experience Reebok Reebok Store WatertownIn the social media space, we’re too quick to jump on companies because they are too pushy for sales or just don’t care about their customers. These experiences often lead to a slew of negative blog posts and outnumber posts about positive posts tenfold.

What’s the value of a good story?

Jeff Esposito

Branding Company Content Marketing Marketing Cars Mater Mater's Tall Tales StorytellingStorytelling is one of the oldest traditions in the world. Some of our greatest tales (the Odyssey, the Iliad, the Tortoise and the Hare, Santa Clause) have been handed down from generation to generation. The value of these timeless stories is often in the lessons that they convey. Fast forward to today – storytelling is still alive and well. Companies of all shapes and sizes tell stories to the people who consume (or might like to consume) their products. Matchbox cars. Fast Mater!

Want to work in social media? Read these 5 books

Jeff Esposito

According to this nifty infographic , the top five markets for landing a gig in social media are New York City, San Jose, San Francisco, Los Angeles and Boston. There is no question that jobs in social media are on the upswing. According to the LA Times , the field is in high demand with hundreds of new postings going up each month, which is a great thing. Image -  Matt Hamm.

Making heads and tails of the new Facebook Insights

Jeff Esposito

If I were a betting man, I would wager that you should see the number of opt-outs at a much lower clip than that of your email marketing list. To get to your Insights click on the "Insights" link on the left hand side of your fan page. If you manage a Facebook page for a company, entity or personal blog you are probably aware that Facebook has rolled out a new Insights tool.

How much time should you devote to social media?

Jeff Esposito

To help build up awareness, respond to questions about your company or share relevant information about the brand to potential customers who are discussing your market. This is post is part of the   Institutionalizing Social Media   series. To see previous installments or to learn more about the series,   click here. One of the biggest and more oft-debated questions in the social space is how much time a company should devote to its social media efforts. The answer to this question lies on your business goals for social media and what want to get out of it. Image -  simpologis.

Why targeting matters… a @Klout fail

Jeff Esposito

Company Digital Media Marketing Social Business social media free booze Klout Klout Fail One Hope Wine OneHopeWine.comI like getting free stuff. I am not ashamed and in all honesty it is one of the few reasons why I keep my account with Klout. According to their algorithm, I am influential enough to have brands send me things. Not entirely sure how it works, but I’ve gotten some truly random things from them that I have used or given to friends and co-workers. Only thing better than free stuff is free booze. So I followed the link and perused the site a bit. Total buzzkill.

Klout 13

What’s your story?

Jeff Esposito

In the past 240 words I have talked about stories and why people should care more but have yet to tell you my story and why you should give two craps about what I have to say, so here goes. I’m a thirty-something husband father, who worked in sports PR before moving over to do the same thing for Vistaprint, a company that provides marketing materials and solutions to small businesses.

Five tips for SXSW Virgins

Jeff Esposito

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. Take an hour or so to look through the list of panels and decide what ones you would like to attend.

Is cult status better than viral?

Jeff Esposito

Branding Company Beer cult cult marketing Heady Topper the Alchemist We always look at the shiny object and tend to over-glorify a campaign that went “viral.” ” One thing we tend to neglect are companies that have surpassed viral and went more cultish – think Apple. Can you name another business that you might go gaga over?

Apple 10

It’s too easy to make excuses

Jeff Esposito

Content Marketing content creationWe are all too good at making excuses. When it comes to content creation, there is really no reason to let them hinder you. Don’t believe me? Watch where I made this piece of content.

Are you too busy to think?

Jeff Esposito

jobs Life Marketing clearing your head Thinking thoughtsOver the past few months I have been swamped and have had ideas stuck in my head and struggled to get them out. Below’s a video of how I broke out of this to get my ideas and thoughts in order. Where do you go when you’re stuck?

Future of Location Marketing, Amway and EVIL

Jeff Esposito

The Future Of Location-Based Marketing Isn’t Foursquare – Location Based Marketing is going to be big one day, just not in the place you would think Hope you have a great weekend and look forward to catching up with you all next week. Now I am no fan of Kobe, but this is still pretty damn cool. How Evil Is Your Smartphone?

Attention Marketers: Respect the Sense Smell

Jeff Esposito

But for some reason when it comes to marketing, smell loses its importance.  For some reason smell is the Rodney Dangerfield when it comes to marketing elements. Outside of these categories, however, marketers often leave fragrance or smell out of the brand equation.  Many marketers seem to think that fragrance is reserved for products that smell.  What a shame!

Profiling your social customer

Jeff Esposito

It might sound like something trivial, but marketers and communicators working in social media are going to need to know it as more C-level executives turn their eyes to the Twitters and Facebooks of the world. Do you know what types of customers are connected to your company on social media? I am sure some of you do, but I am willing to wager that the majority of companies out there have some guesses, but not much beyond that. So instead of playing turtle or ostrich with your head in the sand take a deep breath and get ready to do some dirty work. Wait, you’re still reading?

Nike gets it right with NFL uniform launch

Jeff Esposito

Maybe it’s because I am getting older or maybe I am desensitized to the over-hyping of marketing machines. Sure it might not seem like a big deal since Nike is a mega-brand with deep marketing budgets, but below the surface was the athletic giant’s biggest win. Branding Company Marketing Social Business 2012 NFL 2012 NFL Uniforms Just Do it NikeConfused?

A lesson in trust from a used car salesman

Jeff Esposito

Nicely done Lou… Life Marketing buying a car toyota of watertown toyoya Trust A few weeks back, my wife and I bought a new car, during the process, we were impressed with the level of trust the folks at Toyota of Watertown worked to build up.

Get over the Google+ breakup – it is logical and good

Jeff Esposito

As a marketer, it is a gateway drug and helpful tie in to discovery. On Sunday, it was announced that two of the more popular features of Google+ – Photos and Streams – would be managed as separate entities. The aftermath of the post was an explosion of OMGs and finger wags at Google’s failed social network across the social interwebs. To that extent Google succeeded.

Internet Retailer ranks Vistaprint 27th in highest social media impact for online retailers

Jeff Esposito

After thumbing through the traditional marketing, I came across the publication’s inaugural list of Retailers with the highest Social Media Impact (full list below). No matter which way you slice it, it is always good to see how you stack up against your competition. About a week or so back, I came across the Internet Retailer’s Top 500 Guide (top 500 online retailers) and was looking at the areas where Vistaprint ranked. Vistaprint ranked #27 on the Internet Retailer: Retailers with the highest Social Media Impact List in 2012. social media Internet Retailer Vistaprint

A lesson in what not to do in social media from Barack Obama

Jeff Esposito

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. This post originally ran on PR Breakfast Club, but I wanted to share here as well in case you missed it there. President Barack Obama’s use of social media has seen its ups and downs. world. So engaging, it is not. million followers.