Dave Fleet

Marketing, community, support or all of the above?

Dave Fleet

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. Marketing, community or both? Tweet.

Internet Trends for 2014 Report is a must read

Dave Fleet

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.

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Trending Sources

Where does content fit in Facebook’s new marketing model?

Dave Fleet

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.

Forrester: Email and search drive online sales, not social

Dave Fleet

As reported by Marketing Pilgrim : Paid search matters most for new customers. Nearly three years ago, I obsessed over another Forrester report on the social media marketing ecosystem , which the pros and cons of paid, owned and earned media.

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

Return On Influence Can Return From Whence It Came

Dave Fleet

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.

Presentation: The Power of Loyalty in Social Media

Dave Fleet

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. This is a challenge to marketers to think differently and shift away from business-as-usual. Tweet.

7 Tips For Getting Legal Approval on Social Media Programs

Dave Fleet

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.

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Why Share of Voice is a Useless PR Metric

Dave Fleet

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. You know which of their products is getting the thrust and in what markets.

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

Dave Fleet

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.

Yeah, Well Your Agency Is Killing Unicorns

Dave Fleet

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.

Smart Location-Based Marketing By Home Depot

Dave Fleet

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

Dave Fleet

Market intelligence and insights. Forrester recently published a report entitled “ The Purchase Path of Online Buyers.&# Normally I’m a fan of Forrester’s reports, but this one left me scratching my head.

My Team Makes Me Uncomfortable – And That’s A Good Thing

Dave Fleet

Our team has undergone a significant transition to broaden our capabilities from our historical core strength in social media into additional digital marketing areas. Want to try uncomfortable? Our team turned a streetcar into a concert venue. Seven years. It’s a long time in the agency world.

How to Be Social: A Social Media Manifesto

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

20 Social Media Trends for Business in 2011

Dave Fleet

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.

Startups: No, You Don’t Need To Hire A Social Media Experts

Dave Fleet

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? uncategorized communications marketing pr public relations social media

Eight Tips for Scaling Social Customer Support

Dave Fleet

You’ll have seasonality; you’ll have spikes driven by announcements and launches; you’ll have marketing promotions. Tweet.

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From One to a Million: Managing Social Media at Scale

Dave Fleet

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?

Video: Thoughts on Social CRM for Small Businesses

Dave Fleet

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.

Trust in 2012: 4 Implications for Social Media

Dave Fleet

” 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.

I Am Terrific! A Lesson in StoryBranding

Dave Fleet

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.

The Top Misused Words in PR

Dave Fleet

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.

Book Review: Social Marketing to the Business Customer

Dave Fleet

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. Tweet.

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57 Social Media Policy Examples and Resources

Dave Fleet

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.

SXSW 2011: Strong on Networking; Less on Content

Dave Fleet

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.

Why And How To Scale Social Business Programs

Dave Fleet

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.

My 2012 Reading Challenge: 36 Books

Dave Fleet

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.

Facebook Strategies: Content Over Creative

Dave Fleet

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?

Win A Ticket To The Art Of Marketing Conference

Dave Fleet

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?

Social Media at Scale: Organizing Global Social Media Teams

Dave Fleet

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. This is especially true in technical fields with a lot of local market regulation.

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A Digital Lens on the U.S. Election

Dave Fleet

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).

47 Books For Your 2011 Reading List

Dave Fleet

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.

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Internet Trends for 2014 Report is a must read

Dave Fleet

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

Four Reasons Your Social Media Marketing Campaign Sucks

Dave Fleet

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. Listen; engage; develop.

Compete Responds To Criticism

Dave Fleet

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. Last week I voiced some concerns around the traffic numbers that Compete.com reports for websites.

Weekly Reads: Facebook, Marketing Trends and Social Media’s Effect on Stereotypes

Dave Fleet

Also: interactive marketing trends and how social media may break down gender stereotypes. Forrester: Actual Interactive Marketer Predictions For 2011. Marketing will blend promotion and content. Interactive marketing predictions.

Why Paying Bloggers For Posts Changes The Game

Dave Fleet

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 advertising

Search Engines Are A Conduit, Not A Source

Dave Fleet

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.