Sat.Mar 14, 2015 - Fri.Mar 20, 2015

Will private conversations change Twitter?

Sherrilynne Starkie

Social network Twitter has introduced a new feature: Private Conversations and it just might be a game changer. Recognize these models? unfinishedbusiness.

EVOLVE: Technology will Mandate Marketers to Keep Up with the Times

SocialFish

'This has been happening for awhile and whether Marketers choose to see the change that’s developing within the landscape, they need to realize that this “seismic shift”, as my co-author Daniel Newman likes to call it, is going to mandate changes to the way that practices have traditionally functioned. When Dan and I wrote EVOLVE, we had already been practicing much about what the book preaches. But there is a gap that continues to exist in the market where many marketers continue to eschew these new practices either because there isn’t enough evidence of their effectiveness, or simply because they don’t know. As this excerpt from our book: EVOLVE: Marketing (as we know it) is Doomed! , here is how we sum this up: No longer do we have only a few mediums for content consumption. In as little as two decades we’ve moved beyond TV, radio, print, billboards. We’ve also raced beyond the standard network channels, and the key national newspapers. We are now exposed to endless content, from our peer networks, our smart phones, and our inboxes. Consumers are overwhelmed and this fragmentation of channel and information continues. As consumers, our attention has moved to sites that speak to our own areas of interest. They may not necessarily be popular or well known. Our peers greatly influence what we do and where we go. Our ever-trusted smart phones give us access to information about the things we want, when we want them and where we want them. At the other end of the spectrum, we, as consumers are more informed, and more wary of the digital footprint we’re leaving behind. The Always-On Customer in an Always-On Economy. Social media has ensured that marketing has no control over the marketing message. One-way push communication doesn’t work in a vacuum. Customers aren’t waiting anymore. Loyalty is elusive. Brands are vulnerable more than ever before. McKinsey recently noted the following: The buyer is in control of their journey — 60-80 percent of the buying journey is self-directed, … Others will have you believe that they will design the journey for the customer. B t … the customer will design their own journey — we all have our own path — and the capabilities need to be able to react and flow to that path. This new “path” implies the following: Ad performance continues to decline. People don’t respond to ads as much anymore. Customers are listening and reacting more than ever before – scrutinizing every move that companies make. Access proliferation puts the customer in an active role that allows them to take control over what they buy through search, friend recommendations, site reviews, text/chat communication. Customer expectations have heightened. The customer demands convenience and ease of purchase and service. This new omni-channel assumes a unified communication channel among all the customer touch points. I, as a customer, expect that when I buy something online, I can also return it to the nearest store and not have to worry about once-painful return processes. Mobile enables the shortest path to purchase. Smartphones have become an imperative, especially among Millennials. It has become the medium that allows them to search, retrieve recommendations, do price comparisons and make purchases. Peer and family recommendations via mobile are an important influences via mobile. The Marketer must now respond to these expectations and develop strategies and solutions that will optimize the buying experience at each stage of the buyer’s journey. Marketers are getting it… Slowly. Customer centricity is back. And it’s back for good. The demands of the customer are paramount these days. The terms, “mass customization” have now enabled companies like Nike to give people the features what they want (in style, colour and design) — highly customized but within very efficient pricing. Data will play a much bigger role to inform customer propensities, needs and behaviours. More importantly, it has the ability to make predictions on buyer outcomes. Customer value will take on a much different view over and above just transactional information. Social data will be able to provide a stronger profile view that will inform targeting and messaging strategies. What this means is that the role of the CMO will change. The CMO and the CIO will be highly-integrated functions that will help provide continuous insights from the market. The CMO will begin to own more of the customer journey: from acquisition to retention to engagement. This will mean much more customer experience accountability. This customer will play vital role in co-creating alongside the organization to help define product features, improvements and service augmentation. By not only truly understanding the customer, but allowing them into the company “fold”, requires a certain agility that makes the organization more responsive and more effective. As they say, the more things change… While there is this urgency to change, many things will take time to evolve to this new way of doing things. Truth be told, mass channels will continue to drive awareness. Those brands that can still afford these channels will dominate in its use. There is no doubt that TV is still a strong medium but its value will predominate with this idea of convergence where consumers have the ability to consume programs on multiple platforms, formats and devices on their own time. On-demand programming and channels like Netflix are already strong purveyors of convergence. This not only creates an extension of the brand message, it strengthens the awareness and conversion probabilities. Silos will continue to exist – particularly in large enterprise. Finance services, and manufacturing are known for this: duplication of process and duplication of customer. In most cases, the left hand does not know what the left hand is doing. This will, by far, be the biggest uphill battle for most organizations. Dave Gray’s “Connected Customer” is where he noted, most organizations will realize they will need to dismantle some of that precious infrastructure. Community will continue to be a function that sits “outside” the organization and within the agency structure. Brands continue to see community as largely a function of campaigns, and not sustainable engagement to support reputation and enhance customer service. Community cannot subsist within the agency environment. It needs to live within the organization in order to be effective. So… is Marketing doomed? In the traditional sense, yes. Marketing has always been about the way communication and control over the message. We live in this environment where we have to rethink approaches to customer and NOT stop at the point of acquiring them. Retention will become much harder as the customer becomes more elusive. Marketers have to adapt and stay on top of the channels and technologies. As Marketing progresses, there is a glimmer of hope that it will morph into this new discipline that will benefit both the organization and its customers. For more information on EVOLVE: Marketing (as we know it) is Doomed! please go here. ———— ( photo credit ). Book review Social CRM and ROI marketing social media'

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Monday Roundup: Celebrating Your Community

Waxing UnLyrical

As you read this, you might be gearing up to celebrate St. Patrick’s Day tomorrow, even if you don’t have Irish roots. I find this “holiday” very interesting, because regardless of their religion, so many, many people come together around the world to “wear the green.”

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.

Social Media Automation 101

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

How to Be a Storyteller

Convince & Convert

Creating good stories is how companies convince preoccupied, information-overloaded consumers there is something worth their time and interest. Whether a company’s stories engage, educate, or entertain, they encourage a consumer to pause, even if for a short time.

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The 3-Pronged Facebook Advertising Strategy That Cut Lead Costs by 80%

SocialFish

This post originally appeared on Dominate Web Media and is reprinted here with permission. ———– Sometimes when you first begin a Facebook ad campaign you don’t get it completely right the first time around.

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More Trending

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.

Why Relationship Marketing Is the Key to Your Content

Convince & Convert

Content is king. You already knew that, though. If you’ve been in the content marketing industry for any amount of time, you’ve heard this statement.

A Quick Guide to Creating a Great B2B Website in 2015

SocialFish

If developers, marketers and designers can agree on one thing, it’s that the purpose of a website is to increase conversions. But as the target markets of B2C and B2B are considered to be worlds apart, designers often place them at odds with one another.

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When Millennials Take Over [Book Review]

Waxing UnLyrical

By all accounts, Maddie Grant and Jamie Notter’s new book, When Millennials Take Over , launched to riotous success at SxSW last week. I’m going to now add my $0.02 (and yes, book reviews are back on WUL!) – it’s awesome. Go get it (disclosure: I received a free review copy but no other incentives, monetary or otherwise). What When Millennials Take Over is about. About a month ago, Maddie authored an extremely comprehensive overview of the book on Social Media Today.

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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.

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.

How to Get Insanely Productive with Social Media Updates to Scale Your Referral Traffic

Kikolani

Life can get crazy… Holidays, trips, family and personal life: There are lots of things that may stand in your way to being consistent with your (and your business) social media presence. Therefore making some sort of social media editorial calendar to keep yourself accountable is a great idea.

WMTO hits #1!!

SocialFish

Whoo hoo!! The book is officially a #1 Amazon category bestseller!! Thank you so much to everyone who bought the book during launch week and made this happen!

How Not to Invite Speakers to Speak at Your Event

Bill Hartzer

I could have written so many different titles for this post.

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.

Influencer Marketing Just Hit the Big Time

Convince & Convert

Brands’ ability to directly message to customers and prospective customers continues to diminish and/or become more expensive due to audience attention fragmentation. As a consequence, companies are making three key changes to their marketing approach: 1. Change the Target.

Introducing Bloom: A New Way to Grow Your Email List

Kikolani

There are lots of plugins for WordPress users to help grow your email list. If you are looking for a plugin that offers all of the features you need to increase the size of your list, then you should add Bloom to your website.

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Firebelly Begins Work With American Red Cross

Firebelly

We’re excited to announce that we have recently started working with American Red Cross of Indiana. The American Red Cross of Indiana serves 57 counties in Indiana—preventing and alleviating human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

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Using Square To Boost Domain Authority

Bill Hartzer

Well, this is interesting. Or embarrassing. Apparently, somehow Square is associating me, of all people, with boosting Domain Authority. I mean, according to Square, who sent me a marketing piece in the mail, I run a company called To Boost Domain Authority.

How to Be Social: A Social Media Manifesto

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

How Mophie Saved the Day at SXSW

Convince & Convert

If you’ve ever been to SXSW, you know that a well-charged phone is a necessity. Even with numerous charging stations, most attendees have a moment where they find themselves low on juice. Inspired by St. Bernard rescue dogs in the Swiss Alps, mophie came to SXSW with a plan to save attendees in need.

How to Use Viraltag to Schedule to Pinterest, Tumblr, and More

Kikolani

If you’ve been looking for a Buffer-equivalent for visual content, then Viraltag is the platform you have been searching for.

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Firebelly Begins Work With American Red Cross

Firebelly

We’re excited to announce that we have recently started working with American Red Cross of Indiana. The American Red Cross of Indiana serves 57 counties in Indiana—preventing and alleviating human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

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The Most Important Thing About Social Media

Small Business Mavericks

Internet marketing and social media are intertwined because the technology is overlapping. It is amazing when you think about it: we can connect on an individual basis to people scattered all over the world. The message we want to communicate can be individualized down to the greeting on an email and we are accustomed to this fact. Facebook has established the idea that we can be ‘friends’ with people we never see. Twitter can be as spontaneous as thought and as incendiary as gossip.

8 Stupid Simple Social Media Tricks to Boost SEO

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

Convergence of Content Marketing and Social Media Is Here

Convince & Convert

Get all JayToday episodes at [link] Are we finally at the convergence of content marketing and social media software? I’ve written a lot about content marketing software and the content marketing software and tools industry. I believe it’s overbuilt. I believe it’s too frothy.

How to Be Productive on Facebook

Ari Herzog

Facebook productivity increases when you read a status update from a profile or page and opt to like, comment, or share. When you don’t click those options, you are stuck in lurker mode and eventually get bored. It is a misnomer that you need friends to be productive.

10 Twitter Best Practices For 2015

Firebelly

Some best practices are timeless, others change as frequently as Twitter does. Here are 10 that will help you improve your efforts on Twitter in 2015. 1) Keep tweets short. Tweets that are around 100 characters get the most retweets and replies. 2) Don’t just sell. You don’t want to be that guy.

A Sad, Familiar SEO Story

Small Business Mavericks

I was talking with someone who works in a company specializing in helping local businesses become effective in their internet marketing. She told me that she’d spent all day working for one particular client. For over a year, they’d been painstakingly repairing the results of some really bad advice. This particular company had done what so many small businesses used to do a few years back — they bought links.

SEO 101

How Automation and Emotion Can Work Together in Content Marketing

Convince & Convert

Tweetable Moments We all create content in one fashion or another. racheltruair Tweet This. It’s About the Customer Journey. PetRelocation.com is a door-to-door pet moving service.

Why (and How) I Forced 912 People to Unfollow Me on Twitter

Ari Herzog

This screenshot, courtesy of TwitterCounter , shows a 3-month tally of my Twitter followers from early 2014. Notable milestones include 4,721 on January 14, 2014; and 4,887 on February 2, 2014. Do you see the downward slope on the far right?

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10 Twitter Best Practices For 2015

Firebelly

Some best practices are timeless, others change as frequently as Twitter does. Here are 10 that will help you improve your efforts on Twitter in 2015. 1) Keep tweets short. Tweets that are around 100 characters get the most retweets and replies. 2) Don’t just sell. You don’t want to be that guy.

Using The Right Numbers For Analysis

Small Business Mavericks

Do you have the difference between Google Local/Google My Business listings and Google Localization straight in your mind? That difference is barely mentioned in Loren Baker’s How To Compete In Localized Google Results on Search Engine Journal. But the difference between the two reminds me of how easy it is to miss something important. Listings are where your business is located — localization is where the searcher is located.

How Whole Foods Focuses on Customer Needs to Succeed in Social Media

Convince & Convert

Tweetable Moments Everything we do all day every day is about the customer. NatanyaP Tweet This. How Social Matches Company Culture. Natanya Anderson has a lot on her plate as the Global Director of not just Social Media, but also CRM and Customer Service at Whole Foods.

7 Smart Small Business Strategies to Get Noticed on Social Media

Rebekah Radice

Marketing your small business on social media continues to evolve. As consumers actively look to sites like Facebook, Twitter and Google Plus prior to making purchase decisions, it’s no longer a matter of if you should get active, but how fast you can create a viable presence.