Direct Marketing Observations

What Determines Social Media Success in a Company?

Direct Marketing Observations

9 years ago, I wrote and saved this title as a draft idea. I now feel like I know the answer. A lot has changed since I first had the idea, including myself. I have evolved. My thinking around social media has evolved. As has social media. It’s no longer the thing as much as it is A thing.

Conversation Gained-How to Determine Influence in B2B Social Media

Direct Marketing Observations

I don’t know a marketer out there that would say that influence in social media is not a commodity, if you know how to leverage it. I do however, know a lot of marketers out there, who struggle with determining and identifying influence in social media and because of that, can not leverage it; and that’s NOT a commodity! Discussions on influence in social have been around since social began.

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Why Social Media Will Challenge Marketers in 2019

Direct Marketing Observations

What are people thinking? What were they thinking? Who’s doing the thinking? Why are they thinking that? In 2007 when I joined Twitter, those were not front of mind questions for those of us using the social network for the first time. In 2019? That’s exactly why we go to Twitter. It’s a pulse check. In 2007, when I joined Facebook, it was all about the one degree of separation between you, and who you knew.

When was the Customer Experience ever NOT a Priority?

Direct Marketing Observations

I have a hard time processing statements like this: “Meeting the expectations of today’s consumer is tricky business.” ” These are really common types of statements in today’s digital centric, retail world and I’ve been seeing them a lot over the last couple of years. It’s as if the retail customer experience has changed. I mean like really changed. Since the dawn of retail time, A product is sold and a product is bought.

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The Content Marketing Survival Guide: How to Navigate the Wilds of Social Media

Use this guide to inspire your creativity and ignite more successful and sustainable social media conversations.

Content-The Struggle is Real

Direct Marketing Observations

The short definition of a content strategist, is essentially the person who is charged with keeping the company interesting. Of course the longer definition has to do with content calendars and working with agencies and teams and departments and writers and designers. The reality is that yesterday’s content is gone, today’s will last until about 9 pm tonight and tomorrow is a new day. The content struggle is real because people don’t want to read anymore.

What’s the Sweet Spot for Content Marketing?

Direct Marketing Observations

It’s true, the internet has shortened our attention spans. We’d rather watch a video than have to read 400 words or more. As a digital marketer one of the great challenges is to figure out what your audience wants and then to package that into something that’s measurable and moves the needle. It’s getting harder. You’d think that with the advent of all the new data tools and analytics packages on the market, that we would know exactly what the customer wants.

Don’t Mistake Activity for Effectiveness in Social Media

Direct Marketing Observations

The world of the content marketer/social media marketer is changing. I had mentioned in a previous post how it resets every day. When it does reset, we no longer are responding to what our readers, followers and fan say as much as we’re responding to what the analytics tell us in regards to consumption habits and trends from the previous day.

A Look Back: What to Look for in Your Next Social Media Director Hire

Direct Marketing Observations

About four years ago I wrote a post/checklist on what you should require when you hire your next social media rockstar. Recently I was asked to build a roles/responsibilities description for a client who had a similar ask and thus I thought my old post might help me in building out that description. So let’s relook at the post and see how it compares to 2015 with comments, updates and observations in red.

The One Mistake Every Marketer Makes with Social Media Every Day

Direct Marketing Observations

I promise you that what I’m about to say is worth reading. Before I elaborate though, let me stress that I am qualified to post something so link-baitish as this. I’ve been knee deep in social for the better part of 8 years. So much so, that it seems that not a year goes by now where I either hear or read about how social media doesn’t work or is useless or is dying. Let me put that notion to bed quickly. It does work, it is not useless and it is not dying any time soon.

The Many Faces of Digital Influence

Direct Marketing Observations

I’ve been in the search and social media space long enough to know that without a doubt the two most vexing topics year in and year out are how best to leverage a brands presence in social media and how to engage with influencers. In my opinion, influence in social can have many faces. The face we see the most isn’t an influencer but what I like to call a “frequencer.”

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.

The Many Faces of Social Influence

Direct Marketing Observations

I’ve been in the social media space for over 10 years now and without a doubt the two most vexing topics year in and year out are how best to leverage a brands presence in social media and how to engage with influencers. In my opinion, influence in social can have many faces. The face we see the most isn’t an influencer but what I like to call a “frequencer.”

Why Entertainment and Social Media are Perfect for Each Other

Direct Marketing Observations

Twenty six years ago at the New Orleans Jazz and Heritage Festival I watched Stevie Ray Vaughn rip it up in front of thousands of people. The only way people knew that I did was because I told them about it. Yep, WOM. I would go on to see SRV a few more times after that before he was taken from us too soon.

Social Media is the Back Channel for Teen Angst

Direct Marketing Observations

First I want to quote a paragraph from the abstract of a 2011 paper by danah boyd , a renowned expert on teen culture and social media at Microsoft Research. The paper is titled, The Drama! Teen Conflict, Gossip, and Bullying in Networked Publics. Here’s the quote: “Drama is a gendered process that perpetrates conventional gender norms. It also reflects discourses of celebrity, particularly the mundane interpersonal conflict found on soap operas and reality television.

The Content Paradigm Shift

Direct Marketing Observations

I’m cutting to the chase. and feel free to disagree with me at any point when you think I’m wrong. Content curation tools are great. No really, they are, except all they do is pull the content in and that really is just half the battle. The content game played by every brand, everywhere, in some way, shape or form, is finding that content, every day, manually interpreting it and then tailoring it to their audience and then pushing it out. Every day.

Ashley Madison and the Case for In the Moment Marketing

Direct Marketing Observations

Sh*t is getting ready to hit the fan again. Just now on Twitter I was curious about the Ashley Madison scandal. So I did a trending hashtag search on the topic. I found it fascinating how it kind of exposed sunlight to the other side of or the ugly side of the web where people like to play, preferrably in the dark. Pun intended.

How to Be Social: A Social Media Manifesto

Learn the 10 worst social media marketing mistakes and how to avoid them.

10 Things I Thought About in 2016 that Will Still Matter in 2017

Direct Marketing Observations

Today I was thinking about a website that I go to, from time to time called Quotes on Design. What’s cool is that you can constantly refresh the page for a new quote on design. That thinking posed a question internally… ‘How about a site on things I said? I quickly shut that thought down. But… Instead, here are things I’ve written in my Moleskine over the past 12 months. I just plucked the relevant stuff as it was written on the pages.

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The Difficulty in Being Interesting

Direct Marketing Observations

Why do you click on a piece of content? Probably because you were compelled to. Some trigger caused you to cross over the invisible threshold of no and maybe. Was it an image? Was it the promise of a video or was it because the source was one that you trusted? Chances are, the answer to all three questions is some sort of yes. Beyond that, what prompts us, is the text or words in front of the content. We’re curious. We take the bait and we click the link. Hence the term, link bait.

Why is the Customer Experience so Hard to Deliver On?

Direct Marketing Observations

You’d think brands would know what the customer wanted at this stage of the game, right? It’s 2015 and companies left and right keep talking about their new mandate of delivering on a quality customer experience. delivering a powerful customer experience. It’s almost as if what has happened up to this point didn’t matter. I guess I want to know, what have I been getting all of these years?

The Secret to Digital Innovation in an App Centric World

Direct Marketing Observations

I was recently speaking to an entrepreneurship/marketing class in Naples Florida about what it takes to get something from cradle to grave. The main idea hit me like a ton of bricks, so I’m going to share it with you. It’s quick, so relax. It’s as simple as this. It starts with one person. It’s born from one idea. You take that one idea and you make it better. You take one thing about that original idea and you tweak it.

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8 Stupid Simple Social Media Tricks to Boost SEO

Discover just how easy it is to boost SEO with social media.

What Kind of Decisions Would You Make if Your Future Didn’t Depend on it?

Direct Marketing Observations

What if you had no filter? What if there were no repercussions for your actions both offline and online? What kind of world would that be? That would be 2017, where streaming your crimes, your transgressions or other people’s flaws, misdeeds, and imperfections on your phone seem to be the norm. Then you go to sleep and you go to work. Then you go to sleep and you go to work. Check your phone. Check Facebook. Check Instagram, check Snapchat. Post some pics. Film some things. Say some things.

The Reality of Social Currency

Direct Marketing Observations

One of the tougher jobs on any given days in the digital space is the curation and or the creation of good content. It’s everywhere and sometimes it doesn’t matter what RSS feeds ot Flip Boards or whatever you use to find it, it can slip through the cracks. Case in point, this morning I came across an interview with Erich Joachimsthaler, a former Harvard professor, author of over 40 articles & two books on brand strategy and the CEO of Vivaldi Partners Group.

How do you Measure Success?

Direct Marketing Observations

I save way more than I need to. I’ll admit I do have a bit of a hoarder in me, not to the extremes that you see on TV, but only in the sense that the things that I save have a) some sort of lifetime business value or b) a sentimental family value. So, needless to say, there is a bit of an accumulation. That means not only do I occasionally print things out, but I also bookmark a lot of sites and I also write stuff down on anything and everything.

Offline Expectations from Online Engagements are Unrealistic

Direct Marketing Observations

Picture this: You’re at a stop light. It seems to be taking forever for it to turn green. You become impatient. You start yelling. You’re wondering why it hasn’t changed. Finally it does change and you peel out. You’re angry because it took entirely too long. It’s been an astounding and unfathomable 3 minutes.

Social Media Automation 101

A beginner's guide to social media automation tools and getting automation right.

The Way Social Media Used To Be

Direct Marketing Observations

From the cartoonery of John Atkinson and WrongHands we give you… Vintage social networking. Social Networking Social Networks social media

Why Snapchat Content and the Longevity of Social Media Content are so Similar

Direct Marketing Observations

Follow me here. The principal concept of Snapchat is that pictures and messages are only available for a short time before they become inaccessible. They become obsolete if you will. When a brand pushes out a “piece” of social media content, they’re hoping that content will move the needle in the form of a standard KPI, i.e. mentions, likes, favorites or followers. How long are brands hoping that content will last? Certainly 24 hours. Then they rinse and repeat, right?

What’s Next for Tumblr?

Direct Marketing Observations

Yahoo’s recent announcement of it’s intent to purchase Tumblr has brought out the virtual fangs. Let’s take a look at some of the more creative responses. . . . Tumblr users are passionate and are worried about what will happen to their platform. Is that passion enough to keep their pages safe from being “Yahoo’ed?” ” If the deal goes down, Tumblr as you and I once knew it, may be done. Though the spin is that Yahoo will not screw it up.

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The Best SEO Advice I’ve Seen in a Long Time…Relevance is the new PR

Direct Marketing Observations

This morning’s thought: “I now need to go back and look at all my recent SEO work.” ” I like the competition of search. Every day is different and you have the ability and or the chance to “win” so to speak. It’ similar to watching the standings in Major League Baseball. Some days you may gain on the competition, other days you lose ground, and still others, nothing changes.

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Yelp is Broken and Social Flashmobs Apparently Rule

Direct Marketing Observations

I was just reading about the social media meltdown of Amy’s Baking Company in Scottsdale, if you’re not familiar with it, the restaurant was featured on Chef Gordon Ramsay’s Kitchen Nightmares production that airs on the FOX Network. To give you a quick recap, things did not go well for the owners of the restaurant and for the second time since Ramsay has been doing the show, he walked away and essentially refused to help the restauranteurs out.

The Biggest Social Media Story of 2013

Direct Marketing Observations

Remember this? It’s one of the classic lines of all times in a movie. Greed is Good. Remember this? It was one of the biggest acquisitions in 2013. Remember this because it will be the social media headline of 2013… To quote The New York Times : What business makes no money, has yet to pass its third anniversary and just turned down an offer worth billions of dollars?

Conversation Lost-How to Align B2B Social Media Marketing Efforts with the Right Strategy

Direct Marketing Observations

B2B Social media success is like the American ninja warrior TV show. Everyone makes it to the starting line and yet very few make it to the finish line. In fact, those that can make it just halfway through the course can sometimes advance to the next round, based simply on how difficult the course can be. They’re deemed, somewhat victorious for just getting ‘that far.’ The same holds true for B2B marketers. B2B social media marketing can be brutal but it’s not a loser.

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Facebook Stickers- Bad Idea Good execution…

Direct Marketing Observations

Did Facebook just jump the shark? Or does it just seem like it? Back in April of 2013, Facebook launched stickers but only in private messages. Now they’re is rolling out the “stickers” feature to everyone’s timeline posts, enabling users to voice their opinions with a cat, a smiley, or anything else that’s in the Facebook’s Sticker Store (social commerce?) virtual goods?). Initally only available in Japan , the feature appears to be rolling out globally.

Is Social Currency Counterfeit?

Direct Marketing Observations

Check out this image. . Now I’m pulling this next blurb from Vivaldi Partners via wikipedia but pay attention to it: Vivaldi Partners defined social currency as the extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home.

Is Social Media Marketing Effective?

Direct Marketing Observations

Thanks to the folks at MDG. Social Media marketing roi social media

Engagement is not a Like or a Follow

Direct Marketing Observations

You must remember this. A kiss is just a kiss, a sigh is just a sigh. The fundamental things apply. As time goes by. A handshake is nothing but a handshake. It can be about meeting for the first time, it can about seeing someone again, and it can mean that we are in agreement. At the end of the day, it’s what’s “behind&# the action that defines the action. The same holds true for the word engagement.

How to Start the Day

Direct Marketing Observations

I haven’t been posting much, for that I blame it on client work. With that being said, I stumbled on this and thought I would share. It comes from a site called Funders and Founders. Good stuff! Work Life #worklife work life balance

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Children and Social Media Project

Direct Marketing Observations

I’m starting a new project. I have no time to really be doing this but it means that much to me; and I know it will have an impact, so I’m doing it. First the backstory. It started with an email I sent to the superintendant of our school system. It went unanswered.

14 Guiding Principles of Social Media

Direct Marketing Observations

I live in Florida and hard times are visible everywhere. I’ve seen businesses open with promise and flair only to close within a year with nary a sound and barely an announcement. This extends to the houses in my neighborhood, the families that occupied them, and the jobs that the people who lived in them once had. All Gone. Empty. It sucks. I know some of these families. We were almost one of those families.

When content turns into an ad

Direct Marketing Observations

It can’t be good… I was going to go off on a rant, but the fact of the matter is…it can’t be good. You feel duped and cheated and misled. SEO/SEM