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. Social Media Tips.

Policies 419

Policies Resources Liveworld Social Media 419

Dave Fleet

JUNE 4, 2014

In my presentation – entitled The Power of Loyalty in Social Media – I posited that social media presents an opportunity to drive significant ROI through customer loyalty. We need to not only promote, but also protect brands in social media – which means reassessing the advertising-only approach.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

MARCH 30, 2012

Social media practitioners: want to get better at your job? Social media is still a shiny object to many people – companies still come at it with a focus on the shiny object rather than on what they really need. The conversation could go something like this: A: We need to be in social media.

Social Media 353

Social Media Loyalty Conversation Buy 353

Dave Fleet

NOVEMBER 21, 2011

We’re past the point where a “get me one of those” approach to the latest social shiny object is a viable approach. As business use of social media continues to slowly mature, measurement is becoming more and more important to justify the investment in social activities. Focus on outcomes over outputs.

Social Media 413

Social Media ROI Report Sentiment 413

Dave Fleet

FEBRUARY 28, 2013

What if you had to re-examine your assumptions around social media? Last weekend I presented a session at PodCamp Toronto entitled “From One to a Million: Managing Social Media at Scale.” From One to a Million: Managing Social Media at Scale from Dave Fleet. What would change?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

FEBRUARY 11, 2013

As social media continues to establish itself as a bona fide communications function and as companies continue to increase the scale of their social media programs, they’re running into a new set of problems. How do you ensure that a large social media team stays coordinated? Engagement at scale.

Social Media 250

Social Media Influencer Team Campaign 250

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

AUGUST 30, 2010

As corporate spending on social media-based communication continues to rise, I’m beginning to worry that many brands are inadvertently adopting a ’scorched earth’ approach to their online activities. Have you seen this pattern, in your organization or with clients? Image: Steve Lacy ).

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

DECEMBER 4, 2017

Social media has driven momentous change in the business world over a little more than a decade. However, as we look towards 2018, social media itself has changed drastically since its inception and it is a far cry from the relationship-focused utopia that many people imagined at the outset. Change can be good.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

NOVEMBER 2, 2010

Tweet Discussion around my recent post on some alleged unethical social media use during Toronto’s mayoral election got me thinking around some broader topics that have emerged recently. People who try to tie social media success or failure alone to campaign results are nuts. Neither does cable news.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

FEBRUARY 2, 2012

Trust in social media increased by 175 per cent in Canada, and trust in other online sources rose by 20 per cent. Implications for Social Media. So what do this year’s results mean for companies in Canada, and those using social media in particular? Social media is not the end goal.

Social Media 305

Social Media Bazaarvoice Survey Eventful 305

Dave Fleet

SEPTEMBER 7, 2011

Here are four ways to begin to improve your social media content strategy. Launching a new social channel, or campaign on a channel, isn’t the end of the planning process. You should know, clearly, what you’re trying to achieve through your social media activity, and bear that in mind at all times.

Social Media 375

Social Media Strategy Content Compete 375

Dave Fleet

JULY 20, 2010

Too much has already been written about the recent Old Spice foray into social media. Not a PR agency, or a social media agency. On Sunday, the Wall Street Journal ran an interesting story on the growing interest of ad agencies in the social media space. An ad agency.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

MARCH 1, 2014

I first got into “social media” somewhere around eight years ago – first for my own interest and then – soon after – as part of my job. Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. Is this a good thing?

Communities 410

Communities Marketing Loyalty Social Media 410

Dave Fleet

NOVEMBER 9, 2016

In essence, Richard argues that while Hillary Clinton took a top-down, hierarchical approach to communication (via the mainstream media), Trump’s use of social media enabled him to go direct to his base and to communicate without the filter of the media. Corporate Social Media ≠ Personal Social Media.

Analytics 305

Analytics Google Reader Social Media Sentiment 305

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

MARCH 1, 2014

I first got into “social media” somewhere around eight years ago – first for my own interest and then – soon after – as part of my job. Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. Is this a good thing?

Communities 199

Communities Marketing Loyalty Social Media 199

Dave Fleet

APRIL 14, 2011

As time goes on we’re seeing a rising trend toward social customer support , largely driven by three forces: Companies are observing high-profile brands successfully executing social support programs and want to realize those benefits. Invest in Social Media Management Systems before you lose control.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

AUGUST 22, 2011

Despite all of the books out there about social media, most of them are pretty generic or focus on end-user 101s. The bottom line: I’ve already recommended this book to several colleagues looking to learn more about social media from a B2B perspective. It acknowledges that social media isn’t the second coming.

Review 369

Review Case Study B2B Marketing 369

Dave Fleet

NOVEMBER 9, 2016

In essence, Richard argues that while Hillary Clinton took a top-down, hierarchical approach to communication (via the mainstream media), Trump’s use of social media enabled him to go direct to his base and to communicate without the filter of the media. Corporate Social Media ? Personal Social Media.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

Dave Fleet

APRIL 13, 2011

We’ve discussed, many times, the importance of the ongoing trend towards the integration of various communications forms in social media – the fact that you can’t just put “social&# in a bubble and expect it to perform without support from other media. Force #2: Consumers demanding social support.

Case Study 296

Case Study Issues Study Social Media 296

Dave Fleet

JULY 18, 2011

Online customer support is one of the key trends confronting companies as they embrace social business and look to interact with their consumers online. As social support grows in reach and popularity, companies are facing the conundrum of how to successfully scale. Scaling support remains a pressing problem for organizations.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

NOVEMBER 22, 2010

Your new social hub, or your Facebook Page, or your engagement plan may be the nice, glamorous part of your approach to social media, but be careful not to completely neglect incoming information in favour of outbound messages. That approach is ineffective in social media. Social media doesn’t fit into a neat silo.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

FEBRUARY 16, 2016

This was the period when the current platforms all launched, and it felt like there was a new social media tool or network emerging every week. It was such a time of change that I would come into work early each day and block off time to catch up on the latest social media news. Less “social”, more “media”.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

FEBRUARY 7, 2011

Alongside my ongoing book reading challenge , I start off every day by reading the latest goings-on in the public relations, social media and tech blogosphere. Also: interactive marketing trends and how social media may break down gender stereotypes. TEDTalks: Johanna Blakley: Social media and the end of gender.

Trends 258

Trends Facebook Sports Blogosphere 258

Dave Fleet

MAY 30, 2011

Today I’m veering a little way from my normal topics – while I generally write about communications, social media and the like, I thought you might like a little insight into life at Edelman ; specifically, one of the cool employee engagement initiatives we have here in Canada. The Little Give. City Life Film Project.

CSR 218

CSR Remix Authentication Film 218

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. Take campaign-based Facebook pages, for example.

Campaign 400

Campaign Trends Compete Curation 400

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. The author, Adam Metz , takes the reader through a straightforward, easy-to-read summary of the concept and potential for social CRM, but that’s really only part of this book. Social Support.

Social CRM 260

Social CRM Review Overview Energy 260

Dave Fleet

JANUARY 17, 2011

Social Media Roi: Managing and Measuring Social Media Efforts in Your Organization – Olivier Blanchard. The New How: Creating Business Solutions Through Collaborative Strategy – Nilofer Merchant (via @melissa_ful ). Change By Design (via @melissa_ful ).

List 382

List Banking Flickr ROI 382

Dave Fleet

MAY 10, 2010

So, if your Facebook Page falls into “owned media&# in our social media ecosystem , Community Pages would fit more into “earned media.&#. As it it weren’t confusing enough already, we now have: Pages – representing an organization or person. Groups – for communities of interest.

Communities 419

Communities Brands Wikipedia Microsoft 419

Dave Fleet

APRIL 15, 2013

You don’t need to be an expert in dissecting website traffic (especially if you have a measurement team supporting you), but you should know the basics and know how to coach clients and people within your organization on how to approach measurement effectively. Understand converged media. Measure through the lifecycle.

Tips 420

Tips Proposal News Industry 420

Dave Fleet

APRIL 15, 2013

You don’t need to be an expert in dissecting website traffic (especially if you have a measurement team supporting you), but you should know the basics and know how to coach clients and people within your organization on how to approach measurement effectively. Understand converged media. Measure through the lifecycle.

Tips 353

Tips Proposal News Industry 353

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

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.

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

MAY 16, 2011

Zero detail on actual social media activities. At no point in the report does it say that (a) the companies were engaged in any sort of social media activities, (b) the form that those activities took (c) the scale and reach that those activities had, or (d) the quality of those activities. Social media objectives vary.

Social Media 366

Social Media Analysis Tweetdeck Report 366

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.

Content 323

Content Conference Flipboard Meeting 323