Dave Fleet

DECEMBER 6, 2010

Is your company ready to handle the crisis if an organization like Wikileaks decides to focus its attention on you? The list of organizations getting blindsided by online attacks is growing ever longer. If it doesn’t, find the appropriate people within your organization and work with them to update it. Don’t be dumb.

Case Study 401

Case Study Banking Issues Organization 401

Dave Fleet

DECEMBER 4, 2017

Importantly, they built relationships with people that were different from the one-way marketing tactics seen in other channels. Before too long, we started to see traditional marketing approaches re-emerge as social media companies began to look for ways to generate revenue. Say goodbye to the honest campfire circle.

Social Media 282

Social Media Platform Communities Advertising 282

Dave Fleet

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. Get away from organic and centralized structures, and develop a hub that can support activities throughout the organization. What do you think of all of this?

How To 321

How To System Social Media Management Trends 321

Dave Fleet

SEPTEMBER 27, 2011

It’s not surprising — their job is to manage risk for the organization, and public-facing communications activities (especially two-way ones) naturally offer an element of uncertainty. 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.”

Social Media 366

Social Media Tips Proposal Case Study 366

Dave Fleet

JUNE 4, 2014

I 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. Re-purchase and new product launches.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

JULY 20, 2010

Ad agencies have access to the marketing function, which often controls communications in general within organizations. Control of the marketing side of communications means that advertising agencies have access to other assets that PR agencies may not have – graphics, logos, actors (once again, see Old Spice).

Social Media 379

Social Media Advertising Journal Campaign 379

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”? Jeremiah Owyang , in particular, wrote about this some time back from a functional perspective; this provides a good starting point but didn’t consider the geographic and cultural challenges of a global organization.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

NOVEMBER 9, 2016

Given that most people tend to connect with people and organizations that share their views and values, it leads to people largely being surrounded with people who share their perspectives on things. This week was a useful reminder that the reality within the marketing industry does not mirror the reality of the average person.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

Dave Fleet

JULY 26, 2010

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. Employee Social Influence Marketing Guidelines.

Policies 419

Policies Resources Liveworld Social Media 419

Dave Fleet

MARCH 27, 2018

Every role is important to an organization but as the National Practice Lead for Digital this one especially was important to me – as part of the leadership group on my team this role would help set the direction for the ongoing evolution of our digital practice and would be an important partner for me in the years ahead.

Skills 290

Skills Team Applications List 290

Dave Fleet

DECEMBER 4, 2017

Importantly, they built relationships with people that were different from the one-way marketing tactics seen in other channels. Before too long, we started to see traditional marketing approaches re-emerge as social media companies began to look for ways to generate revenue. Say goodbye to the honest campfire circle.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

NOVEMBER 2, 2010

That’s why organizations – political and non-political – need to adopt communications approaches that integrate multiple media to reach people, multiple times, with consistent, simple and compelling content. Take-away: Bring marketing, media and PR together to create integrated plans for optimum results.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

OCTOBER 28, 2010

We’re well into the Fall conference season now, and there are some great events coming up in Canada – UnGeeked Toronto (this week) and Mesh Marketing (which Edelman sponsors) are two great examples. The organizers of the conference have provided me with two tickets to give away to readers of this site.

Conference 279

Conference Eventful Travel Cost 279

Dave Fleet

NOVEMBER 14, 2016

The significant relief organizations are typically the very first to soar to activity, and they’ll advertise what’s needed. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell. Packages to investigation learners to help sufferer.

Insurance 150

Insurance Notification Policies Influencer 150

Dave Fleet

NOVEMBER 14, 2016

The significant relief organizations are typically the very first to soar to activity, and they’ll advertise what’s needed. If firms don’t offer flood coverage, that’s market signal that it’s not a safe area to dwell. Packages to investigation learners to help sufferer.

Insurance 150

Insurance Notification Policies Influencer 150

Dave Fleet

AUGUST 30, 2010

As a result, it’s tempting for marketers to focus their dollars on the latter. Have you seen this pattern, in your organization or with clients? This is understandable to an extent, especially in a campaign-focused setup – retention plans aren’t as “glamorous&# as new customer-acquisitions. Image: Steve Lacy ).

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

OCTOBER 31, 2011

The Social Customer is one of the best books I’ve read on practical uses and implementations of social media marketing. Section Two walks through 23 use cases of social CRM (based on Altimeter’s 18 social CRM use cases , with a few extras thrown in), dividing them into six groups: Social Marketing. Social Sales.

Social CRM 260

Social CRM Review Overview Energy 260

Dave Fleet

JULY 18, 2011

You’ll have seasonality; you’ll have spikes driven by announcements and launches; you’ll have marketing promotions. Scaling support remains a pressing problem for organizations. What tips would you add to the list?

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

NOVEMBER 21, 2011

One of the most interesting questions asked related to the mistakes that organizations make around measuring social media. 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).

Social Media 413

Social Media ROI Report Sentiment 413

Dave Fleet

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 ). Social Media Roi: Managing and Measuring Social Media Efforts in Your Organization – Olivier Blanchard. In Defense Of Food – Michael Pollan (via @slowfoodist ).

List 382

List Banking Flickr ROI 382

Dave Fleet

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. It’s a waste.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

OCTOBER 14, 2010

However, there’s a bigger one that over-arches all of them: When we go into organizations and explain the way communications is shifting, we’re often telling people that the way they’ve communicated their whole career, and the way they see things working, is changing. A shift from campaigns to long-term engagement.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

SEPTEMBER 7, 2011

Tweak these depending on where social “sits&# in your organization, but make sure these ladder up, and make sure the content you’re posting does the same. Think beyond your marketing terms, and towards what people are searching for. Are you optimizing your content based on previous results? Think “Search&#.

Social Media 375

Social Media Strategy Content Compete 375

Dave Fleet

FEBRUARY 16, 2016

Instagram reps have been telling brands for a while not to bother building their own organic followings, which is likely a signal that they’ll eventually follow Facebook’s path (they don’t even have a follower-building ad unit). This has led to three key changes for agencies. Companies have re-focused on their own digital properties.

Mobile 105

Mobile Trends Loyalty Compete 105

Dave Fleet

SEPTEMBER 2, 2010

What’s more, they do seem to embody the approach taken to social media by many organizations – public and private alike. These might fall into a definition of social media, but they’re not really two-way – not truly. Relationships take time to nurture. Nothing rocket-science based here, right?

Social Media 393

Social Media Activities YouTube Conversation 393

Dave Fleet

MAY 10, 2010

As it it weren’t confusing enough already, we now have: Pages – representing an organization or person. Is this move good or bad for marketers, and what other tips would you offer to help organizations manage their Community Pages? Groups – for communities of interest. What do you think?

Communities 419

Communities Brands Wikipedia Microsoft 419

Dave Fleet

MARCH 17, 2011

I think event organizers should consider whether bigger is always better, or whether they should cap the event size to prevent degradation of the event. I heard from a few sources that SXSW this year was about 30 per cent bigger than in recent years. Content varies in quality. Don’t feel that you always have to be in sessions.

Content 323

Content Conference Flipboard Meeting 323

Dave Fleet

DECEMBER 21, 2011

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? Once my consumers have searched (or not), where do they go?

Engineering 271

Engineering Review Sites News 271

Dave Fleet

FEBRUARY 28, 2013

Do you aim for consistency and economies of scale or responsiveness at a local market level? Do you impose social media on the enterprise or allow it to grow organically? Do you house social within the corporate HQ or at the business unit level?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

OCTOBER 17, 2017

While this applies to my colleagues broadly in the organization, it is especially true for the people on my team. Our team has undergone a significant transition to broaden our capabilities from our historical core strength in social media into additional digital marketing areas.

Team 186

Team Construction Skills Groups 186

Dave Fleet

APRIL 13, 2011

Awareness of this is slowly growing as social media activities mature within organizations. Marketing and public relations departments have taken the spotlight for many people (setting aside the Dells, Comcasts and Zapposes (fine, whatever, you try pluralizing Zappos) of the world).

Case Study 296

Case Study Issues Study Social Media 296

Dave Fleet

MARCH 27, 2018

Every role is important to an organization but as the National Practice Lead for Digital this one especially was important to me – as part of the leadership group on my team this role would help set the direction for the ongoing evolution of our digital practice and would be an important partner for me in the years ahead.

Skills 150

Skills Team Process Applications 150

Dave Fleet

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. regular employees) and to “people like you.” However, that’s just the beginning. What do you do with (and for) them?

Social Media 305

Social Media Bazaarvoice Survey Eventful 305

Dave Fleet

OCTOBER 17, 2017

While this applies to my colleagues broadly in the organization, it is especially true for the people on my team. Our team has undergone a significant transition to broaden our capabilities from our historical core strength in social media into additional digital marketing areas.

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. However, we’re still seeing social media marketing campaigns built with this implicit process. However, this doesn’t happen organically overnight. Listen; engage; develop.

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

SEPTEMBER 9, 2010

Tweet Aaron Goldman is the author of Everything I Know about Marketing I Learned From Google (affiliate link). Before declaring free agency earlier this week, Aaron was the founder and principal at Connectual , where he put lessons learned from Google to good use in digital marketing consulting and matchmaking. 5 main reasons: 1.

Google 361

Google Marketing Apple Analytics 361

Dave Fleet

MAY 25, 2011

Compete Categories are groups of domains we organize for our PRO and Enterprise Level Subscribers. One of the things that Avinash* typically preaches, and I like to echo, is that marketers should always be aiming to synthesize what the data trends indicate, rather than simply “reporting&#. Here’s the post* [link].

Compete 277

Compete Quantcast Sample Samples 277