Marketing, community, support or all of the above?
MARCH 1, 2014
Over the last few years, social media has evolved away from this – away from personal interaction, and towards what is increasingly push marketing. Marketing objectives generally focus on sales – demand gen, acquisition, etc. The easiest way to visualize this shift is to look at the traditional marketing funnel. Marketing, community or both? Tweet.
Internet Trends for 2014 Report is a must read
JUNE 2, 2014
The latest annual Internet Trends Report from Mary Meeker , venture capitalist at Kleiner Perkins Caufield Byers , is one of those, and it’s a must-read for those of us in digital marketing. marketing statistics trends digital Tweet. Every so often you stumble across a report that contains so much insight that it’s futile to try to digest it all in one sitting.
Where does content fit in Facebook’s new marketing model?
MARCH 5, 2012
While marketers everywhere seem to be focused on Facebook Timelines for brands, the latest changes to Facebook’s advertising model represent just as significant a change for brands – if not even more so. A marketer’s journey on Facebook: from engagement to advertising. facebook marketing social media contentHow so, you ask? Let’s start by. Sound crazy?
Reflections on the changing digital agency environment
FEBRUARY 16, 2016
As push-focused marketing gains more traction on social channels and as social platforms limit brands’ abilities to organically reach the people who have shown affinity for them, many companies are shifting dollars away from community management and into media dollars. Agency life marketing social media strategy trends agenciesLess “social”, more “media”. The (actual) year of mobile.
Presentation: The Power of Loyalty in Social Media
JUNE 4, 2014
I focused on several insights: Social media is a two-way channel, but over the last ten years social media marketers have increasingly shifted to focus activities on one-way interruption – applying old techniques to new channels, which is exacerbated by updates on networks like Facebook. Communities form post-purchase, but most marketers are focused pre-purchase. Social media support becomes more central to an organization’s social media activities, and shifts from a cost centre to a strategic marketing tool. marketing social media advertising digital support
Return On Influence Can Return From Whence It Came
OCTOBER 5, 2011
The Harvard Business Review recently published a post entitled “ Return on Influence, the New ROI “ In it, the author suggested that marketers consider the use of “Return on Influence” as a metric for measuring social media activity. Tweet. What is this metric, you ask? ” There you have it – your “new” ROI – return on influence. Really?
7 Tips For Getting Legal Approval on Social Media Programs
SEPTEMBER 27, 2011
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.” Tweet. I don’t think it matters which form of communications you work in; “legal” often seems to be a pain point. There’s a natural tension between the two. What do you think? Tweet. social media legal
Why Share of Voice is a Useless PR Metric
MAY 24, 2011
In marketing – where all is a funnel down from eyeballs to wallets and the space and time is finite – SOV provides insight into whether your message is drowned by the competition’s. Knowing what your competitor’s SOV in a market is, let’s you know what kind of resources they are pushing forth. This is a guest post by my Edelman colleague Rob Clark.
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
Facebook Timeline for Brands: Curation and Palpitation
MARCH 8, 2012
At the time we’d pulled together our own five-step prescription for preparing your timeline: Review company marketing/communication materials and history: Plot out the story you want to tell and the milestones for it. Lots of attention has been put on the new Facebook Pages layout since fMC, with people displaying differing perspectives. Identify appropriate engagements to feature.
Yeah, Well Your Agency Is Killing Unicorns
APRIL 26, 2011
I’m not going to lie — I’m dismayed at the juvenile back-and-forth that’s going on between different marketing disciplines over social media, with posts like this one or like this from Search Engine Journal previously. marketing pr public relations social media advertisingThe right people to manage Facebook pages are, apparently ad agencies. Shades of grey.
Smart Location-Based Marketing By Home Depot
JULY 3, 2011
location marketing FoursquareJust saw this photo on my friend Ben Lucier’s Posterous site – hardware retailer Home Depot reserved a parking spot for him at his local store in the “Pro parking section. Because he was the mayor.
Don’t Be Fooled By Last-Click Analysis Of Social Media
MAY 16, 2011
The report looks at transaction data from 15 clients of a marketing agency (let’s ignore that built-in bias, and convenient product placement in the recommendations, for the sake of this post) to draw conclusions about buyer behaviour including: Most buyers do not arrive at a site directly — they come from search or other marketing activities (fair). Where to begin?
20 Social Media Trends for Business in 2011
JANUARY 27, 2011
Trend #17: Marketing in streams. social media trends communications marketing pr public relationsTweet 20 Social Media Business Trends in 2011. View more presentations from Dave Fleet. One of the great things about working in the digital space right now is observing the many changes constantly occurring. Some of these trends are existing and ongoing; others are new. Ubiquitous mobile.
Startups: No, You Don’t Need To Hire A Social Media Experts
JUNE 16, 2011
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? Hell, you might not even be at the point of investing in outside marketing help yet – why would you consider an even narrower function? Ok, let’s cut to it.
Eight Tips for Scaling Social Customer Support
JULY 18, 2011
You’ll have seasonality; you’ll have spikes driven by announcements and launches; you’ll have marketing promotions. Tweet. David Armano noted in a recent Harvard Business Review post on social business that listening to conversations is a valuable step but only the beginning: “The true opportunity lies in scaling and operationalizing “social.. Triage. Tweet.
From One to a Million: Managing Social Media at Scale
FEBRUARY 28, 2013
Do you aim for consistency and economies of scale or responsiveness at a local market level? Tweet. What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change? Last weekend I presented a session at PodCamp Toronto entitled “From One to a Million: Managing Social Media at Scale.” Key points from the presentation: 1.
Video: Thoughts on Social CRM for Small Businesses
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. Tweet. Social CRM is a hot topic right now. In fact, I’m in the middle of reading a book on social CRM right now ( The Social Customer , by Adam Metz ). Strategy is important.
Trust in 2012: 4 Implications for Social Media
FEBRUARY 2, 2012
” As a starting point, stop thinking about social media in the same way you think of traditional marketing campaigns, and start thinking in terms of bringing people together around a common interest. Edelman recently released the results of its 2012 Trust Barometer survey. That is, except in Canada. Results of the 2012 Canadian Trust Barometer. Implications for Social Media.
I Am Terrific! A Lesson in StoryBranding
APRIL 5, 2012
I asked this of some astute marketing people recently, and their answer was to rely more on facts than opinions or puffed-up superiority claims. Jim Signorelli is the founder and CEO of ESW Partners, a Chicago-based marketing firm and author of the new book, StoryBranding: Creating Stand-Out Brands Through the Power of Story. Note: I don’t run many guest posts here, but I found the piece below really interesting. The following is a guest post by Jim Signorelli. Let me know what you think. How could anyone expect to sell anything this way? Right? I am terrific! branding
The Top Misused Words in PR
AUGUST 12, 2011
If your new product is the ultimate product for the market, that means you’ll never need to release a follow-up, right? Tweet. Ragan’s PR Daily published a post yesterday listing their top 10 words often misused in press releases. Their list: Quality. Unique. Innovation. Official. Exclusive. Breaking. Never/ever. Revolutionary. Literally. Social. Why stop at ten words, though?
Book Review: Social Marketing to the Business Customer
AUGUST 22, 2011
So, when I heard about Social Marketing to the Business Customer (by Paul Gillin and Eric Schwartzman) , I picked-up a copy straight away — because I think the marketplace is desperately in need of solid B2B books offering practical social marketing advice. It’s written for the average B2B marketer. Tweet. For me, three key things stand out about this book: 1.
A Digital Lens on the U.S. Election
NOVEMBER 9, 2016
Social media has gone from focusing on earned conversation, to paid reach and a narrowing gap between social media marketing and traditional advertising – “less social, more media” as I’ve written previously. Community management has become increasingly commoditized in a number of sectors as marketers – who generally control the budgets – pushed social media activities higher in the funnel (whereas most community management tends to happen in the post-purchase phase). This week’s result reminded me that marketers aren’t the only ones using analytics to drive our programming.
57 Social Media Policy Examples and Resources
JULY 26, 2010
Employee Social Influence Marketing Guidelines. 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. But where to start? As it happens, lots of organizations publish their social media guidelines online, ready for you to review and use yourself. Here are 57 61 great social media policy templates and resources to use when building your own. Source. Cisco.
SXSW 2011: Strong on Networking; Less on Content
MARCH 17, 2011
I went to some interesting sessions ( Gary Vaynerchuk was again a SXSW highlight, while Angela LoSasso ( disclosure: client ), Adam Lavelle and Siobhan Quinn did a great panel on real-time marketing) but avoided many others. I just arrived home from South by Southwest Interactive after six days down in Austin, Texas. Networking Mecca. Look beyond the big parties. Conclusion: Worth it.
Why And How To Scale Social Business Programs
APRIL 14, 2011
As more and more companies engage in marketing programs through social media, customers are using those two-way channels to demand support from companies. Leverage community for first tier marketing and support. We’re seeing more and more examples of crises driven by online activity; social support offers a way to prevent issues from becoming crises.
My 2012 Reading Challenge: 36 Books
JANUARY 9, 2012
Game-Based Marketing. For the last two years I’ve set myself a challenge – one I adopted from Julien Smith - to read at least 26 books per year. That’s one every two weeks. In 2010 I managed 26 books; last year I managed 32. Stand-out books for me last year included: Fiction: The Hound of the Baskervilles. A Game of Thrones Series (4-Book Set). The Book of Lost Things.
Facebook Strategies: Content Over Creative
OCTOBER 29, 2010
The rise of spacial marketing. The bottom line is that many marketers on Facebook are paying insufficient attention to content design while paying undue attention to creative design. Tweet Are you focusing your Facebook investment in the right place? The immensely smart Jay Baer directed my attention to research conducted by Jeff Widman of Brand Glue , who found that 99.5% 3:00 p.m.
Social Media at Scale: Organizing Global Social Media Teams
FEBRUARY 11, 2013
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. Pros here include control over global marketing campaigns, coordinated messaging, and efficiency in operation. Centralized teams can also lead to tension with markets. Tweet.
Win A Ticket To The Art Of Marketing Conference
FEBRUARY 18, 2011
Then the latest Art of Marketing conference in Toronto is for you. For a chance to win a ticket to the Art of Marketing conference, leave a comment recommending a book you’ve read recently. Want to see Gary Vaynerchuk, Guy Kawasaki, Avinash Kaushik and more speak, all in one day? Guy Kawasaki – Bestselling Author, The Art of Start & Reality Check. events
47 Books For Your 2011 Reading List
JANUARY 17, 2011
The Age of Persuasion: How Marketing Ate Our Culture (via @DoctorJones ). The New Rules of Marketing and PR – David Meerman Scott (via @ruthings ). Tweet Looking for books to populate your reading list for 2011? Here are a few to think about. Last year I set myself a challenge: reading a book every two weeks throughout the year (I actually managed one more than that). Fiction.
Internet Trends for 2014 Report is a must read
JUNE 2, 2014
The latest annual Internet Trends Report from Mary Meeker , venture capitalist at Kleiner Perkins Caufield Byers , is one of those, and it’s a must-read for those of us in digital marketing. marketing statistics trends digitalEvery so often you stumble across a report that contains so much insight that it’s futile to try to digest it all in one sitting. Mary Meeker.
Four Reasons Your Social Media Marketing Campaign Sucks
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. You know what you don’t see anyone recommending? Do you agree?
Compete Responds To Criticism
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. One of the things that Avinash* typically preaches, and I like to echo, is that marketers should always be aiming to synthesize what the data trends indicate, rather than simply “reporting. It does not impact any traffic numbers. Moving on.]
Weekly Reads: Facebook, Marketing Trends and Social Media’s Effect on Stereotypes
FEBRUARY 7, 2011
Also: interactive marketing trends and how social media may break down gender stereotypes. Forrester: Actual Interactive Marketer Predictions For 2011. Following-up on my presentation on 20 social media trends for business in 2011, here are a few diverse predictions from an equally diverse group of interactive marketers: Ad prices increase. Interactive marketing predictions.
Why Paying Bloggers For Posts Changes The Game
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. blogger relations communications marketing pr public relations advertisingThe latest post to catch my eye was a controversial piece over at Mom Blog Magazine entitled Why PR People Get Paid And You Don’t.
Search Engines Are A Conduit, Not A Source
DECEMBER 21, 2011
Because the nodding and agreement that comes from headlines about search engines as an information source interferes with the push to answer more important questions: Do consumers in my market niche, rather than generic consumers, use search engines to research their products? Let’s get this out of the way: Search engines are a key part of communications nowadays. Take a look at your website analytics and it’ll be clear – there’s no avoiding it. Search engines are a conduit – a step along the path – not a source. I get it. Search is important.
Book Review: The Monk Who Sold His Ferrari
APRIL 28, 2011
I read a lot of business books – you know, the kind focused on how to market, or plan, or manage better. So, when I started to read Robin Sharma’s “ The Monk Who Sold His Ferrari , I wasn’t sure what to expect. This makes Sharma’s book immediately resonate, and — I found — manages to hook you in more than most other books of this type. books