Dave Fleet

AUGUST 30, 2010

As a result, it’s tempting for marketers to focus their dollars on the latter. Make sure you dedicate sufficient resources to retaining your fans. This is understandable to an extent, especially in a campaign-focused setup – retention plans aren’t as “glamorous&# as new customer-acquisitions.

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

DECEMBER 20, 2010

Because many companies have campaigns in market over the run-up to the holidays, and any change in layout or functionality runs the risk of breaking or severely hindering the effectiveness of those promotions. If resources permit, incorporate multiple sites into your approach. In short, you don’t control them. Own your hub.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

DECEMBER 6, 2010

Every marketing initiative should, at a minimum, incorporate escalation processes into their plans. Community managers (whether internal or agency side) should be equipped with appropriate training and resources to respond to a situation should it occur… because one day, it might.

Case Study 401

Case Study Banking Issues Organization 401

Dave Fleet

OCTOBER 22, 2010

They have spent their resources on traditional media (including television, radio, direct mail, in-branch literature and outbound telemarketing) as well as leveraged their permission-based email program, search engine marketing and ad-buys on some well-known consumer sites (e.g.

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

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. Social CRM is a hot topic right now. One of the most important things that companies can do online is tell the truth.

Social CRM 318

Social CRM Small Business Video Guidelines 318

Dave Fleet

OCTOBER 14, 2010

Senior marketing decision makers have often spent their whole careers thinking in terms of public relations (sometimes corporate and marcom), advertising, internal communications and, more recently, digital communications. Many marketers have spent many years operating using a campaign model. Silo-busting.

Campaign 400

Campaign Trends Compete Curation 400

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

APRIL 4, 2011

Personally, I like to try to add something when I write a post about someone else’s thoughts – either a criticism, a contrary point of view, or something that I think adds to the resource they’ve provided. Speed-up your blogging. Turning April Fools into reality. Debating Craigslist.

Reputation 247

Reputation Facebook Engineering Google 247

Dave Fleet

FEBRUARY 28, 2013

Do you aim for consistency and economies of scale or responsiveness at a local market level? There’s no right or wrong answer; the decision depends on objectives, on your broader business structure, on the scale of your social media activities, on your business’ culture and on the resources you have to hand, among other things.

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

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. Meanwhile, you (now as a service provider) have more of an obligation around quality.

Blogger 371

Blogger Compete CPM CPC 371

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

MAY 25, 2011

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.

Compete 277

Compete Quantcast Sample Samples 277

Dave Fleet

FEBRUARY 11, 2013

I was recently asked about whether I had a preferred model for resourcing social media teams. 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. One core team.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

JUNE 16, 2011

Let’s face it – the startup stage isn’t the time in a company lifecycle when resources are flush. 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?

Startup 401

Startup Social Media Skills Aggregator 401