Social Marketing Forum

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The Need for Personality in Customer-Centric Social Media Marketing

Social Marketing Forum

Cross-channel Social media marketing Touchpoint marketing brand personality customer-centricity Edelman trust barometer people-centricity Customer-centric social media requires a personal approach. It’s about people connecting with people. However, many businesses still look at the tools and channels first. Faceless and big companies are looked upon with distrust.

This is Your Real Social Business Strategy Challenge

Social Marketing Forum

Social Business Altimeter Group content marketing Deloitte University Press MIT Sloan Management Review social business strategy social collaboration the state of social business A few weeks ago, Altimeter Group published an infographic on the state of social business (see below), meant to promote their research on that same state of social business (in 2013), released in October.

Optimizing the Digital and Social Customer Experience

Social Marketing Forum

If your marketing hasn’t changed in response, it should” It’s 2013. [.]. Customer service Relationship marketing Social business Social CRM Social media marketing Touchpoint marketing Bryan Eisenberg customer journey Dion Hinchcliffe McKinsey touchpoints W.H. Hank) Brigman

Stop and Rework your Digital Marketing Budget Right Now

Social Marketing Forum

The digital marketing budget needs to follow the path towards customer-centric integration and company-wide enablement. Opinion digital marketing budget While many are still trying to get their heads around social media and social business, the digital business challenges already go much further and involve all departments and functions in and around the enterprise.

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

10 Blogging, Content and Social Media Metrics and How to Improve Them

Social Marketing Forum

Planning your business and marketing strategy requires a full analysis of metrics and KPIs (Key Performance Indicators) that are relevant to gauge your success [.]. Content marketing Social media marketing blogging metrics content metrics social media metrics A white paper from Vocus identified 10 key blogging, content and social media metrics.

Using Storytelling to Strengthen Your Brand

Social Marketing Forum

Brand marketing Content marketing emotional branding storytellingStorytelling is one of the most powerful ways to breathe life into your brand. By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your [.].

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What Business Goals Can Social Media Serve?

Social Marketing Forum

Social media marketing The changes in how people behave and buy as explained in the introduction to social media and social business are essential and show the many potential business goals and benefits of social media. Let’s take a more in-depth look. While social media programs are basically designed to improve and strengthen the efficiency of a multitude [.].

Social Customer Service: Why You Must Offer it Right Now

Social Marketing Forum

Social business Social media marketing Bluewolf collaboration conversocial customer service Michael Brito Rachel Tran social business social crm social customer service trustSocial customer service is one of the most important domains of social business and social CRM. Here is why. Popular platforms like Facebook and Twitter have traditionally been used to air grievances about a company.

Four Multi-Channel and Touchpoint Marketing Models

Social Marketing Forum

Most marketers are starting to integrate their marketing channels. While in multi-channel marketing the focus is still often on the channels, touchpoint marketing provides alternatives that revolve around individual customer and prospect touchpoints. nice depiction of the typical multi-channel marketing is this graphic [.]. B2B marketing touchpoint marketing touchpointsBetter late than never. However, simple integration will not be enough.

Social Media Marketing: the What and Why in 10 Major Evolutions

Social Marketing Forum

Social media marketing is an umbrella term, just like social business, of which it is a – be it popular – part. It covers many potential marketing goals and tactics social media can be used for. Just like social media marketing, social media – believe it or not- is an umbrella term as An overview.

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

Why PR Should Not Own SEO (Nor Social Media or Content Marketing)

Social Marketing Forum

Social media, content marketing and search (SEO and SEA) must be integrated. In fact, all forms of interactive marketing should be integrated as it’s not about the media and tactics in the [.]. Opinion Research Lee Odden PR search engine optimization SEMPO SEO social media State of Search MarketingSince Google’s Panda and Penguin updates, social interaction and relevant content have become more important for search engine optimization (SEO) than ever before.

Top six reasons why you should use LinkedIn as a B2B marketer

Social Marketing Forum

The network allows you to build relationships, establish thought leadership, generate leads, gain insights, do market research, improve reputation and build online communities. 1. B2B marketing Social media marketing B2B LinkedInLinkedIn is far most the important social network to reach out to business byers and connect with professionals in general. Create awareness and improve reputation. LinkedIn is an ideal platform to [.].

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Social Business and Big Data: the Business Intelligence Goldmine

Social Marketing Forum

Customer analytics Marketing ROI Social business Social CRM Social media marketing Social media monitoring BDA Big Data Applications business intelligence Jeremiah Owyang Jonas Klit Nielsen Mindjumpers Raj De Datta social analyticsEvery day we create 2.5 quintillion bytes of data. That’s a lot! Combined, this online data equals Big Data. And [.].

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The Online Guide for Successful Social and Online Communities

Social Marketing Forum

One of the main reasons people succeed with social media marketing where others fail is that they think of those with whom they’re communicating not as pixels on a screen but as real people with real needs, pains and interests and understanding the dynamics of online communities. People are “communal” by nature as they can

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

The Connected Consumer and Social Business: Looking Back and Forward

Social Marketing Forum

When social media marketing started booming a few years back, I was surprised to see how new it all seemed to so many. Some people who quickly profiled themselves as experts in the social media craze, quickly started shouting things such as ‘email marketing is dead’. How new is social business really? It led me [.]. Social business Esther Dyson Kevin Kelly Ram Charan

20+ Staggering Stats Proving Why the Time to Use Social Media is Now

Social Marketing Forum

Businesses that don’t use social media for marketing or customer service reasons now will miss out on business and, worse, actually lose business! Research Social media marketing Forrester Internet population reputation social media statistics social media usageSocial business and social media are no longer an option. It’s not hype, it’s a fact and here are some good reasons why the time to use social media is now. Forrester [.].

Viral Video: Using a Ballerina for B2B marketing

Social Marketing Forum

B2B marketing Brand marketing Online video Viral marketing Henry Alex Rubin Peter Pedrero video viral marketing viral video Volvo Volvo TrucksA viral video is a not something you can order at your local agency. You can create a video and design for virality but in the end it’s the audience that decides if it goes viral or not. So it all depends on the content of the video, often more than on the quality. The [.].

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Research: B2B Buyers Want Content

Social Marketing Forum

Are you looking for proof that content marketing is the way to go in B2B marketing? There are many resources showing how important content is, how blogging reduces the cost per lead and why content marketing is an essential part of the marketing mix. B2B marketing Content marketing Industry news Research Search engine marketing B2B buyer Base One Buyersphere content marketing social mediaYou have it. However, there is just one solid way, besides [.].

Social Business and Social Media Marketing for Managers

Social Marketing Forum

Social business and the use of social media and technologies for marketing both still have a long way to go, certainly regarding maturity, integration, processes and ROI. However, at the same time the speed of ‘social’ adoption and of the social/digital reality outpaces the speed of organizational adaptation. Managers need to start understanding social business

Beyond the Faceless Business: Getting Your LinkedIn Profile Right

Social Marketing Forum

Social media marketing LinkedIn Groups six degrees of separationWe check out the profiles of businesses we consider working with all the time, regardless of the platform or source. More importantly, we look at the profiles of the people that provide a human face to the business.The people that ARE the business, together with the human ecosystem in which the organization operates.

6 Core Principles to Tap the Power of Social Community Participation

Social Marketing Forum

Research Social media marketing community participation Gartner mass collaboration social mediaGartner reports that many business and IT leaders fail at utilizing social media effectively because they do not understand mass collaboration. Many businesses use a “provide and pray” approach, expecting community participation to just happen. It’s just one of the reasons why communities fail. What happens instead is that users have an initial interest and [.].

Primer: Understanding Word-of-Mouth Marketing in the Social Media Age

Social Marketing Forum

These changes affected the ways businesses can leverage the power of word-of-mouth for marketing purposes and, vice versa, the impact of word-of-mouth on businesses. However, the rules of word-of-mouth marketing have changed and evolved and they continue to evolve. These days, people even talk about marketing and advertising: “have you seen that cool xyz commercial?”. Period.

Social Proof, Circles Of Trust and Your Customer

Social Marketing Forum

Community marketing Customer relationships Relationship marketing Social media marketing circles of trust Performics social proofThe opinion of others is an important driver in the buying decision of people. It has always been so. While there are differences between the ways we buy consumer products [.].

What You Really Must Know To Succeed in Social Media Marketing

Social Marketing Forum

In social media marketing, value often means relevant content, tailor-made promotions, useful information and a “real” relationship. Here is what you really should know to be successful in social media marketing. Social media marketing cross channel social media marketingIt's about people. And of course it also means value for your business: the bottom-line.

Social Media Marketing Metrics Explained

Social Marketing Forum

Social media marketing is a broad term that covers many underlying forms of marketing and measuring it requires a cross-channel, integrated and customer-centric process. Social media marketing metrics explained. Social media marketing Web analytics David Berkowitz Jim Sterne key performance indicators social media marketing social media metrics web analyticsHowever, one can also look at social media measurement from a vertical perspective, while not forgetting the main overall goals and integrations.

Calculating the Value of the Customer Life Cycle

Social Marketing Forum

CRM Customer analytics ROI customer equity customer lifecycle marketing ROI return on marketing investment ROMIThe value of the customer life cycle, also called CLV, looks at the investments we plan to make for the customers (retention, sales, promotion, customer service, etc) and the return we expect from the customers. CLV has everything to do with the present and the future. An introduction.

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Branded Customer Communities: What Consumers Expect

Social Marketing Forum

B2C marketing Community marketing Infographics Social media marketing branded customer communities GetSatisfaction online customer communitiesCan branded customer communities drive more revenue than Facebook ads? Asking the question is answering it. Social networks are not the holy grail of customer acquisition, retention and loyalty. Online communities are. Building a community within one single platform such as Facebook or LinkedIn is not enough to build effective online communities for your customers. [.].

Social Media ROI and Measurement: Questions You Should Ask

Social Marketing Forum

Marketing ROI Social business Social CRM Social media marketing Web analytics Jim Lenskold Jim Sterne marketing ROI Olivier Blanchard return on marketing investment ROMI social media measurement social media metrics social media ROIROI stands for Return on Investment. Period. No, that’s not true. But I bet you don’t care about that.

From Social Media to Social Business: Moving Beyond Social Contacts

Social Marketing Forum

Social business is not just about social media marketing but can involve all business functions. Social business Social media marketingIt’s about collaboration, community, customer-centricity and changing evolutions in the way we do business, based on social principles and technologies. There is no universal list of tips to become a social business.

Integrated Marketing: Why a Broader Customer View Matters

Social Marketing Forum

Integrated marketing Some of the main success factors in today’s digital and social business environment are integration, a holistic strategic view, a focus on the ‘people’ dimension (why would anyone want to collaborate, for instance) and the optimization of the customer experience as the total sum of touchpoint and brand experiences/perceptions.

Should businesses ignore Facebook for B2B marketing?

Social Marketing Forum

The first social network that comes to mind when thinking about B2B marketing is obviously LinkedIn. Of course it all depends on your market, goals and target groups. B2B marketing Infographics Social media marketing B2B Facebook LinkedInHowever, what about Facebook? Is it suitable for business-to-business? An overview and an infographic. Business buyers are people and they also use Facebook. Although Facebook is generally [.].

How Organizations Structure Social Media Teams and How to do Better

Social Marketing Forum

Nearly a year ago, Christopher Barger, author of ‘The Social Media Strategist‘ visited us for a Fusion Marketing Experience event and gave a great social business workshop, focusing on the internal social media processes and the social media team. But looking at some recent research (infographic below), there is a lot to improve… In last [.].

Major Fail: Businesses Remain Unprepared for Social Media Criticism

Social Marketing Forum

Research Social media marketing Social media monitoring social media criticism The Ethical Corporation and Useful Social Media reportMost companies are aware of the importance of having a social media presence. recent study, however, has proven once again that a willingness to jump into social networking does not necessarily mean that a company is prepared to handle any potential social media criticism. The Ethical Corporation and Useful Social Media report (PDF), released [.].

Tips on How to Handle Negative Tweets

Social Marketing Forum

It’s a question which keeps coming up as marketers and companies get more and more involved in social media. Social media marketing Social media monitoring customer service negative tweets social media marketing social media monitoring TwitterShould you ignore negative tweets? If not, what should you do? Among most social media evangelists and analysts (I don’t like the term “expert”), the consensus appears to be that a negative comment is an opportunity for you to shine via social media channels such as Twitter.

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Why Online Communities are Undervalued – and often Fail

Social Marketing Forum

Community marketing Relationship marketing Alan Moore community management online communities Tomi AhonenOnline communities existed before we even heard about blogs. Since social technologies and platforms popped up, the number of possibilities to facilitate, nurture and engage online communities has exploded. Strangely enough, communities are not given the attention they deserve by businesses. Most of the time, you will find community engagement and management ideas when looking [.].

Joe Pulizzi: Content Marketing Strategy First!

Social Marketing Forum

Earlier this week, we posted about Lee Odden’s interview with SAP’s Michael Brenner on content marketing at the occasion of Content Marketing World 2012 and the content marketing eBook Lee published. In the interview the importance of a solid content marketing strategy was mentioned. Lee Odden also interviewed content marketing godfather Joe Pulizzi, the organizer [.]. Content marketing Interviews Chief Content Officer content marketing strategy Content Marketing World Joe Pulizzi Lee Odden

Content Sharing: the What and Why

Social Marketing Forum

However, in trying to answering it, one can find a lot of value for his business and “target groups” in this integrated social media and cross-channel marketing age. We talk about how it should be: how important relevant and share-worthy content, how crucial it is in lead nurturing, how it makes or breaks our email marketing programs and even how it has become a currency. Based on this list, it is clear that personal and plain fun content are shared most, probably another argument for word-of-mouth marketing. Tags: Content marketing Why do people share content?

7 Social Marketing Insights

Social Marketing Forum

I've gathered 7 insights (at least I hope they're insightful) to share on social marketing. B2C marketing Brand marketing Content marketing Relationship marketing Social media marketing brand marketing relationship marketing social marketing social media marketing tips & tricks

Display Advertising on Facebook versus Google: Who Wins?

Social Marketing Forum

B2C marketing Brand marketing Infographics Social media marketing click through rate CTR Facebook ads Google Display Ad Network WordstreamAlthough Facebook and Google are very different platforms, they have common revenue streams: Pay-Per-Click (PPC) advertising whereby contextual relevance, targeting and sharing are essential. With Google AdWords display advertising and text ads, you can achieve a good ROI but what about Facebook? Facebook has been testing several methods and formats lately, although not with big [.].

QR Codes: Focus on the Benefit, not the Technology

Social Marketing Forum

Infographics Mobile mobile marketing QRUsing QR codes is an easy way to connect with your customers and prospects. However, most of the time they are used from an ‘innovation’ perspective rather than being part of a mobile strategy. Did you ever wonder why your QR code is not used, or is not leading to the expected results and goals? [.].