Conversionation

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Why We Still Fight Over Social Media and Content Marketing

Conversionation

A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. And the same goes for social media (marketing). If you follow a bit what’s going on, you’ll even find genuine fights over who’s right and who’s wrong about this or that in content marketing or social media marketing. It’s about PR, reputation and social capital.

The Future of Social Media: Identifying the Drivers

Conversionation

Recently, I was asked to write a chapter in a book on digital marketing and business about what’s coming next in social: the future of social media, both from a business and consumer perspective. invite you to comment and thus contribute in a way to the book since collaboration and involvement are key in knowledge and participation a must in a social world. Yes and no.

Content marketing strategy beyond the first degree(s): value chains

Conversionation

Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business overlap with content marketing. I’m even not just talking about the need to work with audiences of audiences in an era where everything is (getting) […].

Social Media ROI: Check Before You Start

Conversionation

An army of social media thinkers has deemed it useful to redefine ROI. Blog Management Social media marketing Jim Lenskold marketing ROI return on influence return on investment social media ROIIn 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction). The term Return on Influence (now Realization of Influence as well) [.].

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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

Social Media Metrics: Jim Sterne on why, what and how to measure

Conversionation

In his book ‘Social Media Metrics’, Jim Sterne says: “The Internet has always been a social medium”. Blog Connected marketing Social CRM Social media marketing Jim Sterne social media metrics social media ROI web analyticsAnd he’s right where he writes that the Internet is the first many-to-many communication channel.

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

Yes, you are right: social business is a buzzword. It is omnipresent and it is trendy to proclaim “it’s not about social media anymore but about social business.” ” However, social business is not a hype, on the contrary. Dada on MarketingProfs, titled “ What Exactly Is a ‘Social Business ‘?” Social is social.

Most Employees Have No Idea if Their Company Has a Social Media Policy

Conversionation

Social media marketingA company is a legal entity. It does not produce anything. It does not communicate, and it has no activities. Production, communication and all other activities are done by the people within the company and within businesses that collaborate with it. That’s obvious, right? The people in the company operate within a market environment. A [.].

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

Divisions such as sales, can be involved much better in social CRM and social media processes. No matter how your organization is structured: it’s crucial to involve your sales people in cross-channel interactions and in your social media strategy as well. Social media monitoring and other measuring systems are not your only “ears and eyes” in the social space.

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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

Great Content Marketing Case: the Vocus Social Media Strategy Tool

Conversionation

Content is a social object. Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app VocusBy that I mean it is defined by what people want and how they interact, not the other way around. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.].

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Building Your Internal Social Media Expert Team

Conversionation

An important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Blog Connected marketing Management Social media marketing Christopher Barger personal branding social media strategy social media team The Social Media StrategistTips and considerations. Let’s agree on terminology first. [.].

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The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

My employer and the original founders of the company, who still had a stake in it, asked me to come up with a plan. I was active in media, online publishing and digital marketing strategies at that time and didn’t have to think long about the way forward of that small business. I had them redesign the logo so the first ‘W’ looked like a crown and the baseline simply became ‘content is king’.

Social Business Failure Is a Choice: Speaking a Common Language

Conversionation

Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. In practice, social business is a huge Babylonian confusion. Just look at other umbrella terms such as social media marketing or at the incapability within many organizations to properly measure across silos due to non-standardized metrics and Key Performance Indicators.

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

By: Week 8: Online Communities, Communities of Practice | alh.meshari

Conversionation

[…] 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 […

The Ultimate Truth About Klout and Influence

Conversionation

An analysis of Klout, the use of it and the concept of influence from the Klout and social network perspective. Opinion Social media marketing Eloqua influence Joe Fernandez K+ Klout Klout score PeerIndexLet me start by disappointing you. I do not know the ultimate truth. just wanted to grab your attention. That’s what you do with a post title now and then. However, now that you’re [.].

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Five Customer Empowerment Tips: the Days of Intuition are Over

Conversionation

The fact that consumers are more empowered is one of the reasons why businesses adopt a cross-channel touchpoint approach and use social media, for instance. We all talk about the empowered consumer and it’s safe to say that consumers indeed dispose of more ways to inform themselves, interact and buy when, where and how they want. So, what is it about? Insights matter most. Integrate!

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The Perception of Social Media Marketing: it’s a Free Lunch

Conversionation

Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals&#. The fourth edition of the survey indicated that the use of social media and networking tools is relatively well established, but that is about all, really. When looking at social media marketing, there still is a huge lack of a social media strategy, let alone some sort of plan. Furthermore, 73% of the questioned companies don’t have a social media policy.

Customer-Centric Social Media: What is Your Unique Social Proposition?

Conversionation

Since the upswing of social media we even got a lot more of them and ‘experts’ started giving new meanings to existing acronyms. Blog Connected marketing Social media marketing customer-centric ROI social media Unique Selling Point Unique Selling Proposition unique social proposition USPThere is no shortage of acronyms in the marketing jargon. This way, e.g. ROI became Return On Involvement and even Return On Ignorance, just to name one acronym. It’s really confusing and [.].

Research Sheds More Light On Why People Follow Brands Via Social Media

Conversionation

Over the last year, several studies have shown that people mainly start to follow brands on social media because of discounts and promotions. Once a social connection between a brand and a follower/fan is established, the continuity of it depends on your unique social proposition. Connected marketing Research Social media marketing brand followers customer experience Facebook InSites Consulting promotions research social media marketingIn other words: what you have to offer matters most. [.].

The Rise of Digital Influence: From Persuasion and Passion to Action

Conversionation

Relevance is key , always: in fact, it’s the glue of relationships on the social web and thus of word of mouth and influence. More about influence in the Brian Solis Social Business Sessions. Blog Research Social media marketing Altimeter Group Brian Solis digital influence infliuencer marketing influencers persuasion relevance Robert B. Indeed, by being relevant.

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As UsualAs you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Since it’s an ideal time to catch up with my reading before going underground for the end of the year, I asked Brian some questions that are related to the ideas he develops in it.  [.].

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

The alienation between organizations and consumers Different reasons stand in the way of solving the continuing disconnect – social media or not – between organizations and customers /consumers. As I wrote earlier, silos are the death of everything that we can call social. Consumers are becoming channel-agnostic. These discussions have a huge impact on buying decisions.

Content Marketing: What Content People Share And Why They Do It

Conversionation

However, in trying to answering it, one can find a lot of value for his business and “target groups” in this social media and multi-channel marketing age where content plays an increasing role and content marketing is a hot topic. But – let’s be honest – we especially want to know why sharing of content happens because everyone dreams of their content being “tweeted” massively, appearing on social media bookmarking sites thousands of times and getting shared via all possible channels with viral options, including email. Why do people share content?

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. You probably also know that the number of media and channels has been growing for years now, often at adoption speeds we never witnessed before. Easy, although media proliferation made it look harder. Furthermore, it’s even not so much about channel or media integration.

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

Think about search engine optimization and social media optimization, for instance. Lee Odden's Optimize: Discover - Consumer - Share Obviously, we optimize for media as well. Not optimization as improving SEO and keywords but optimization as a state of mind of doing better all the time in all touchpoints: search, social, content and more. That’s optimization.

Context Marketing in Context: Beyond Inbound and Content

Conversionation

Or better (in my definition): finding what they are looking for. A few reasons behind it: the changing behavior of people when preparing to buy, less trust, decreasing impact of interruption, disgust of marketing BS and monologues, media proliferation, etc. Marketing is not about social media. It isn’t combining channels such as social media and email. Great. 

Is Touchpoint Marketing the Only Marketing Left?

Conversionation

In that regard, it looks a lot like social media, which seemed necessary for businesses to realize that marketing is not a one-way street. The same philosophy is often heard when it boils down to social media, inbound marketing, integrated marketing and more. They bring social connections – who are also customers in the social space – closer to us.

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

In the social era we have started calling this the audiences of audiences of audiences, etc. Another (new) role that often gets mentioned is that of the Social (Business) Strategist , who then often gets a role in the collaborative and digital decision process as well. Am I a social media strategist? social business thinker? IT is connected with social business.

Recruitment and Social: the Shift in Control Employers Forget

Conversionation

When it boils down to the future of your business, your workforce  is essential. I was completely stunned when reading recent findings by Gartner , stating that “monitoring employee behavior in digital environments is on the rise, with 60 percent of corporations expected to implement formal programs for monitoring external social media for security breaches and incidents by 2015.”

Listen to the Voice of the Customer or Stop Doing Business

Conversionation

In a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. Blog Connected marketing Customer engagement Customer relationships Customer service Research Social media marketing customer experience customer feedback social media sentiment analysis voice of the customerThat’s about one-third of respondents. Great, isn’t it? It seems some executives realize that the voice of the customer is channel-agnostic and consumers use [.].

From Conversation Company to Optimization Organization

Conversionation

Steven makes very valid points of how important it is to involve people and facilitate conversations while having a ‘social’ mindset across the organization. This is my second post in the series of ‘ The Future of Social Media ’. In social media, the emphasis has been on the holy conversation for quite some time now. Again, feel free to comment. Sounds familiar?

Marketers Need Return On Marketing Investment Now

Conversionation

That’s why it’s pretty revolting that some ‘thought leaders’ (and I won’t mention names anymore or even link to them), especially in the social media space, keep repeating marketing ROI leads to failure (!). Yesterday, I had a long and interesting conversation with the president of STIMA , Belgium’s largest association of marketing professionals. Marketing ROI. And it’s about time.

The Humanization of User Experiences: the Emotional and Personal Must

Conversionation

Despite what social hippies might like to believe, the truth is that a business exists to make a profit and that a genuine, open, human and empathic business is still quite rare. The fact that the web has become more social and given a voice to people, surely has an impact on most business and forces them to listen to their customers and ecosystems. Giving a shit does indeed matter.

Social Media, Monitoring and Research: Opportunities and Risks

Conversionation

We all know social media monitoring solutions and processes can provide valuable information regarding our brands, competitors, customers, individual preferences, trending topics, the market  and whatnot. On top of these platforms, more cross-channel oriented solutions and specialized surveying and research applications, enable us to listen to the voice of the customer on social media [.]. Blog Customer relationships Research Social CRM Social media marketing customer research market research social media monitoring

By: The Perception of Social Media Marketing: it's a Free Lunch

Conversionation

[…] Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals” Although the respondents were […

B2B buyers and professional social networks in the purchase decision

Social Email Marketing

In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also use social media for the […].

Second Screen Engagement: the Social Dimension of the TV Experience

Conversionation

One of the speakers who made a lasting impression, Olivier Blanchard of Red Chair Group , will be back in Belgium on June 30 for our second collaboration already this year, the Social Media Day Antwerp , where he provides a full afternoon social media training program. Using TV and other media at the same time: beyond multitasking. Now to the point. Kevin Slavin.