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

OCTOBER 22, 2010

Rather than a typical interview format, Andrew and Robert threw me into a scenario: A Canadian-based financial services company has launched a campaign that renews one of its seasonal consumer-based investment products (e.g. What is the best way to evaluate the damage done to the reputation of the brand and its product?

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

JULY 5, 2010

CEO Nick Koudas said in an email to me today: “We are excited and we are looking forward to continue our innovation and enhance our creative product line.&#. Audience – a sales- and marketing-focused tool to help measure ROI and optimize marketing and community engagement. Implications.

Sysomos 334

Sysomos Alterian Filtrbox Attensity 334

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? Do they go to blogs to check out discussions there?

Engineering 271

Engineering Review Sites News 271

Dave Fleet

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.

Metrics 353

Metrics Widget Sentiment Resources 353

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 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). What do you think?

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

SEPTEMBER 7, 2010

We need to reach our target market in the place they inhabit. Right there, without any knowledge of the company, the product or the objectives and only minimal knowledge of the target audience, you’ve made a pretty standard case for a Facebook page. Therefore, we should create a Facebook page.

Social Media 391

Social Media Proposal Analysis Policies 391

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.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

JUNE 9, 2010

William sees Eqentia becoming a productivity tool for medium and large enterprises. William says that he had the funding to carry on with the development of the product and to explore its marketing potential. Have you tried Eqentia ? What are your thoughts about it?

Folksonomy 253

Folksonomy Social Media Tools Startup 253

Dave Fleet

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). Provide insights to fuel products, services, messaging, etc? The more you can push in this direction, though, the better off you’ll be.

Social Media 413

Social Media ROI Report Sentiment 413

Dave Fleet

APRIL 4, 2018

I recently had the honour of speaking at Seneca College ‘s “Make it Happen” event for about 400 of their marketing students. Essentially the type of thing that, a few years later, Amazon started doing through its product recommendations. When social media first emerged, I found it absolutely compelling.

Team 150

Team Social Media Training Foursquare 150

Dave Fleet

APRIL 11, 2011

On the other hand: The talk is replete with broad, unsubstantiated false assumptions about the subject matter at the heart of the talk, i.e. marketing. How many of them would have delivered a benefit to those companies – how many talked about them or showed their products in any kind of way that would encourage purchase?

Film 279

Film Hosting Company Project 279

Dave Fleet

NOVEMBER 2, 2010

Take-away: Bring marketing, media and PR together to create integrated plans for optimum results. If your product or service is poor, or your customer service is awful, good communications is likely to draw more peoples’ attention to that. Crises CAN emerge online. Crisis communications is a fascinating topic nowadays.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

APRIL 4, 2011

Quora: Why hasn’t another product disrupted and replaced Craigslist? Fascinating discussion around Craigslist’s place in the market, including an interesting take from Josh Hannah who suggests that Craigslist *has* been disrupted; it’s just not obvious yet. Turning April Fools into reality.

Reputation 247

Reputation Facebook Engineering Google 247

Dave Fleet

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. Low-cost content production is gaining traction.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

SEPTEMBER 29, 2010

As Chris Brogan put in a well-timed post on social media metrics today, “The social media metric that I think does matter and that is difficult to fully qualify is sentiment : the positive or negative mentions of a brand, product, service, whatever.&#

Conversation 277

Conversation Metrics Social Graph Sentiment 277

Dave Fleet

JUNE 15, 2010

However, Audience really focuses in a different direction, providing tools that should pique the interest of your sales, marketing and community management folks alike. Audience tracks visitors to your site alongside their previous web activity, and helps to determine whether each person is a real lead or is just browsing.

Sysomos 273

Sysomos ROI Social Media Privacy 273

Dave Fleet

DECEMBER 2, 2010

It’s highly credible, it’s long-term (it lives on) and it increasingly plays a role in product sales. 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. Earned media brings with it lots of advantages.

Blogger 371

Blogger Compete CPM CPC 371

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.

Google 361

Google Marketing Apple Analytics 361

Dave Fleet

NOVEMBER 29, 2010

Good agencies will not only provide a way to manage the inter-agency relationship, but provide examples of times they’ve worked productively with other agencies to achieve the best possible results from the client. How to assess: Look for ideas that blend the strengths of different media forms when assessing proposals.

Social Media 403

Social Media Proposal Consultant Wikipedia 403

Dave Fleet

MAY 25, 2011

The code you’ve installed, it is just for audience profiles and it is only found within that tab of the product. 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. It does not impact any traffic numbers.

Compete 277

Compete Quantcast Sample Samples 277

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. Tags: marketing social media strategy. Listen; engage; develop. What do you think?

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

APRIL 4, 2018

I recently had the honour of speaking at Seneca College ‘s “Make it Happen” event for about 400 of their marketing students. Essentially the type of thing that, a few years later, Amazon started doing through its product recommendations. When social media first emerged, I found it absolutely compelling.

Team 34

Team Social Media Training Foursquare 34

Dave Fleet

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. Social media, says the report, drives less than 1% of online sales. Here’s my take: 1.

Bazaarvoice 414

Bazaarvoice Paid Search Comparison Report 414

Dave Fleet

MAY 16, 2011

Market intelligence and insights. Once you receive them, maybe you’ll dig around for product information on the recommendation, then look for somewhere to buy it. Social media provides numerous potential benefits besides end-of-funnel conversion, including: Long-term brand-building. Top-of-mind awareness.

Social Media 366

Social Media Analysis Tweetdeck Report 366

Dave Fleet

JUNE 16, 2011

His conclusion: While it’s not entirely a bad idea to outsource social media, companies might be better off focusing on their product first. You’re not likely to be walking around with a large marketing team; you don’t have big operating budget. Ok, let’s cut to it. Democratize the responsibility throughout your team.

Startup 401

Startup Social Media Skills Aggregator 401