It's an interesting and challenging premise - "would your brand be sad if a meteor suddenly came crashing out the sky, selectively wiping out all your brand's fans and followers?".
Sure, as humans, we'd be horified by such a tragedy, but would the sudden loss of all your brand's fans have much if any impact on the value of the brand or your sales? If the answer is no, or you simply don't know, the chances are that your social presence isn't delivering strategic value. And that's a shame.
First presented at Marketing Kingdom Belgrade on 06 March 2015.
Iowa REALTOR Convention - Digital MarketingMaura Neill
What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
Struggling to find new customers? Cole Information can help. This webinar gives you hints and ideas on how to capitalize on your best customers to find new ones.
This document discusses designing for customer loyalty. It notes that increasing customer retention by 5% is a common business goal. The document explores how loyalty is a gift and examines proactive versus reactive customer support. It identifies common barriers customers face, such as learning a new tool or setting up an online business. The document advocates empowering customers by identifying issues, providing timely tips, and reassuring them. It suggests being proactive with customers can make them feel good and reward companies with loyalty. In closing, it advertises open jobs at the company.
This document discusses how an insurance agency used social media, specifically Facebook, to generate new business leads and increase revenue. It provides three case studies of campaigns the agency ran on Facebook that resulted in new customer referrals, quotes, and policies sold. The first case study discusses a contest held in 2011 that generated 19 referrals and led to $28,000 in written premium. Subsequent campaigns and the agency's social media presence overall helped increase annual premiums written from $35,000 to $110,000 over two years, exceeding original goals.
This session by Thomas Fanelli was presented during the 2011 Executive Roadshow in San Diego, CA. It deals with Social Media Lead Nurturing for Property Managers and explorers creative ways property managers can use social sites like YouTube, Facebook, and LinkedIn to generate more leads and close more business.
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...brandextract
Learn how to optimize your LinkedIn profile to generate meaningful results for your business. Get more visibility and expand your professional network.
Get More Work: How to Build a Partnership With an Agencybrandextract
BrandExtract's Chairman, Jonathan Fisher, offers his advice for building a subcontractor relationship with a branding, marketing or advertising agency in order to earn more freelance work. Whether you're a designer, writer, photographer or other special services provider, learn how to get noticed, get hired and increase the amount of work from your agency clients once you're in the door.
Iowa REALTOR Convention - Digital MarketingMaura Neill
What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
Struggling to find new customers? Cole Information can help. This webinar gives you hints and ideas on how to capitalize on your best customers to find new ones.
This document discusses designing for customer loyalty. It notes that increasing customer retention by 5% is a common business goal. The document explores how loyalty is a gift and examines proactive versus reactive customer support. It identifies common barriers customers face, such as learning a new tool or setting up an online business. The document advocates empowering customers by identifying issues, providing timely tips, and reassuring them. It suggests being proactive with customers can make them feel good and reward companies with loyalty. In closing, it advertises open jobs at the company.
This document discusses how an insurance agency used social media, specifically Facebook, to generate new business leads and increase revenue. It provides three case studies of campaigns the agency ran on Facebook that resulted in new customer referrals, quotes, and policies sold. The first case study discusses a contest held in 2011 that generated 19 referrals and led to $28,000 in written premium. Subsequent campaigns and the agency's social media presence overall helped increase annual premiums written from $35,000 to $110,000 over two years, exceeding original goals.
This session by Thomas Fanelli was presented during the 2011 Executive Roadshow in San Diego, CA. It deals with Social Media Lead Nurturing for Property Managers and explorers creative ways property managers can use social sites like YouTube, Facebook, and LinkedIn to generate more leads and close more business.
How to Get the Most Out of LinkedIn: Tips to Support Your Personal Brand and ...brandextract
Learn how to optimize your LinkedIn profile to generate meaningful results for your business. Get more visibility and expand your professional network.
Get More Work: How to Build a Partnership With an Agencybrandextract
BrandExtract's Chairman, Jonathan Fisher, offers his advice for building a subcontractor relationship with a branding, marketing or advertising agency in order to earn more freelance work. Whether you're a designer, writer, photographer or other special services provider, learn how to get noticed, get hired and increase the amount of work from your agency clients once you're in the door.
Lean Marketing Strategies: Adapt to Industry Turbulencebrandextract
This document provides advice for marketers on how to adapt and remain effective during periods of industry turbulence. It discusses challenges marketers may face such as decreased budgets, reduced teams, and an increased need to prove marketing value. The document then offers recommendations including identifying roadblocks, determining priorities, learning efficiencies, building measurement plans, avoiding traps of being silent or making unnecessary changes, and emphasizing the importance of communication during turbulent times.
Digital Marketing: The New Kid on the BlockMaura Neill
75% of consumers spend time on social media and 91% of homebuyers start their search online, highlighting the importance of digital marketing. The document provides tips for real estate agents to establish an online presence through a consistent brand, website, blogging, video, social media, and mobile optimization. This includes developing quality content and using tools like QR codes and Thinglink to engage clients across various virtual and mobile platforms.
Considering a career in social media, digital marketing, graphic design, or web development? Bob Ruffolo, founder and CEO of IMPACT Branding & Design will show you 8 surefire ways to land your dream job. Bob will show you free ways to advance your skills, showcase your capabilities, make yourself desirable, and separate yourself from competition. Presentation given to CCSU Business Students on 11/20/14.
Learn how to increase the number of times customers view your businesses profile, improve your reviews, and drive more sales by using Yelp for your business.
This deck will show you how to:
-- Optimize your Yelp profile to increase your traffic
-- Strategies to make sure your reviews don't end up in the Yelp Filter
-- Best practices when you respond to reviews (both positive and negative)
-- Tips for generating more reviews
-- Leverage customer review to boost engagement, and sales
Public Relations and Reputation Management for Your BusinessElle Spektor
How are you managing your Public Relations?
Make sure your business has a good reputation online!
What do you see when you Google your company name? Learn how online PR can help you improve your company's reputation, boost SEO, score press coverage, and more!
In order to grow your business, it's important to understand how to gather the right statistics and use them to evaluate ROI of your campaigns, write better press releases, or forecast future trends in your industry.
Mapping Your Career Business Plan Hoey.Johnson 2011jenniferlehne
“Unpacking and Mapping Your Career Business Plan”
In this highly interactive session, participants will be asked to answer the following questions in order to help them “unpack” their current knowledge, skills and contacts:
• Who you are right now
• Who you know right now
• Where you may want to go and identifying gaps to find success
The speakers will guide participants through the various “compass points” that will reveal a holistic plan for what they need to do to have a successful career path.
• Credentials Plan: resume (employers, education, experience); skills building (stretch-assignments, internal & external activities); motivation (finding your inner entrepreneur).
• Networking Plan: mapping out your network(s) for career advancement, identifying gaps in network, prioritizing activities/efforts, locating sponsors within the network, outlining career networking opportunities (professional associations, social media, writing articles & presenting your credentials on a panel or as a keynote).
• Personal GPS Plan: asking yourself to answer questions honestly about your values, work-life balance and other personal drivers to ensure authenticity throughout your career.
We’ve all sat through career building session that focus on high-level concepts; this program allows the participants time during the session to unpack what they know and put it down on paper to reveal a path and the gaps that might be there.
This session will focus on how to select the right HubSpot agency partner, what to look for, the questions to ask them and how to be prepared to maximize the investment you are making with them. It will highlight the way the relationship between the partner and the company should be built and identify the need for a defined process approach to ensure that priorities are understood and scope is well defined.
The document discusses how to create an effective thought leadership blog. It begins by explaining how traditional corporate blogs often fail to achieve their full potential due to being hard to find, self-focused, anonymous, out of date, and not engaging. An effective thought leadership blog, on the other hand, puts thought leadership front and center, has an original point of view, encourages audience participation, balances quality and quantity of content, and connects members of the community. The document provides examples of thought leadership blogs and recommends giving an existing corporate blog a tune up by linking it prominently, focusing on customers, showing author names, frequent updates, social sharing, and email capture.
The document discusses how traditional media companies can succeed in today's digital marketplace. It outlines how Domino, a home design magazine, has reinvented itself by embracing digital platforms and building a large online audience through daily content, e-commerce, and social media. Domino now reaches over 1 million people each month across its integrated print, online, and social channels. This multi-platform approach has significantly increased the company's revenue from advertising, e-commerce, and other new business lines. The document emphasizes that every channel now has its own voice and companies must share content widely to drive traffic and audience growth online.
You're the CEO, the CFO, the marketing director, office administrator and even the cleaning service on occasion. In other words, you're a small business owner. So, with all of these responsibilities, how do you find time to grow your business?
The answer lies in strategy and taking small bites for big results. During this Small Business Marketing 101 webinar, you'll learn the following:
• How to launch a successful marketing campaign. (Think small.)
• How to brand yourself.
• The importance of measuring.
The Ohio Small Business Development Center (SBDC) at Columbus State provides no-cost business advising services through four centers focused on core business, manufacturing, international trade, and Latino business issues. Led by Michael Bowers, the SBDC advised over 900 businesses in 2011, facilitating millions in financing and hundreds of jobs. Services include one-on-one advising, seminars, and assistance with business startups, improvements, and expansion into international markets. The SBDC works to support small business growth and address pressing business needs in the community.
This document outlines effective inbound marketing strategies. It begins by noting that simply launching a new website is not enough and that content must be created to attract visitors. It then defines inbound marketing as using search engine optimization, social media, blogging, and other techniques to publish engaging content. The rest of the document discusses key components of inbound marketing like content, social media, conversions and SEO. It provides tips for developing content based on a company's services, industries, trends and client stories. Finally, it introduces the presenters and provides contact information.
Using Google Plus To Get Your Real Estate Business On Top of Search ResultsHSA Home Warranty
90% of home buyers start their search on the web. For small local agencies and brokers it's hard to beat out the nation wide companies like Zillow and Trulia in search rankings. In order to do so you need to us their size against them and unlock the power of Google Plus Local to jump to the top of search results. Find out how.
Winning Listings and Converting Buyers With Google PlusHSA Home Warranty
Today's home buyer will search online at some point during the home buying process. When they do it's crucial that your business and contact information show up at the top of the search results. Many people think that it costs thousands of dollars to have your name and business show up as a top search result but in this webinar you will learn a free and easy shortcut to get to the top of Google search results. Learn how to set up a Google Plus page that will appear at the top of local search results when a buyer is searching for homes or a real estate agent in your market.
The document provides marketing tips for small businesses on a low budget. It recommends taking time to plan marketing strategies, being consistent, understanding your target audience and objectives. Free options include using online directories, social media, blogs, email marketing and public speaking. Low-cost options involve networking, websites, search engine optimization and local directories. The author offers free consultancy meetings to discuss marketing planning and options.
Presentation on the changes with Facebook Pages to Timeline Format. I talk about the new dimensions, the different types of posts and most importantly about your cover image. Use this to help ROCK your Facebook Marketing :)
Got questions, Join me at http://facebook.com/socialmediagal
This session was created specifically for real estate agents and will review the best practices for using LinkedIn to generate inbound leads and increase your sphere of influence.
In this free live 45 minute webinar you will learn how to:
* Build your personal brand on LinkedIn to showcase your expertise, experience and credibility to differentiate yourself online
* Implement best practices for updating your profile so that it serves as a selling tool
* Increase your visibility and search rankings compared to other real estate agents
Watch the recording now: http://youtu.be/-cnTUEba90Y
Marketing Your Business: Make it Magnetic and MemorableBrenda Meller
This document provides an overview of a presentation on marketing your business. It discusses marketing basics like creating SMART goals and defining your target audience. It also covers topics like using social media, doing a competitor scan, analyzing customer feedback, and leveraging free resources. The presentation aims to help entrepreneurs at every level supercharge their marketing efforts.
The document discusses the transition from traditional to digital/online journalism and the rise of social media. It provides an overview of key social media platforms and statistics on their global usage. It also outlines how reporters can now source stories, conduct interviews and distribute content online. The document advocates training reporters in multimedia skills and using social media to engage communities and raise traffic/readership.
Lean Marketing Strategies: Adapt to Industry Turbulencebrandextract
This document provides advice for marketers on how to adapt and remain effective during periods of industry turbulence. It discusses challenges marketers may face such as decreased budgets, reduced teams, and an increased need to prove marketing value. The document then offers recommendations including identifying roadblocks, determining priorities, learning efficiencies, building measurement plans, avoiding traps of being silent or making unnecessary changes, and emphasizing the importance of communication during turbulent times.
Digital Marketing: The New Kid on the BlockMaura Neill
75% of consumers spend time on social media and 91% of homebuyers start their search online, highlighting the importance of digital marketing. The document provides tips for real estate agents to establish an online presence through a consistent brand, website, blogging, video, social media, and mobile optimization. This includes developing quality content and using tools like QR codes and Thinglink to engage clients across various virtual and mobile platforms.
Considering a career in social media, digital marketing, graphic design, or web development? Bob Ruffolo, founder and CEO of IMPACT Branding & Design will show you 8 surefire ways to land your dream job. Bob will show you free ways to advance your skills, showcase your capabilities, make yourself desirable, and separate yourself from competition. Presentation given to CCSU Business Students on 11/20/14.
Learn how to increase the number of times customers view your businesses profile, improve your reviews, and drive more sales by using Yelp for your business.
This deck will show you how to:
-- Optimize your Yelp profile to increase your traffic
-- Strategies to make sure your reviews don't end up in the Yelp Filter
-- Best practices when you respond to reviews (both positive and negative)
-- Tips for generating more reviews
-- Leverage customer review to boost engagement, and sales
Public Relations and Reputation Management for Your BusinessElle Spektor
How are you managing your Public Relations?
Make sure your business has a good reputation online!
What do you see when you Google your company name? Learn how online PR can help you improve your company's reputation, boost SEO, score press coverage, and more!
In order to grow your business, it's important to understand how to gather the right statistics and use them to evaluate ROI of your campaigns, write better press releases, or forecast future trends in your industry.
Mapping Your Career Business Plan Hoey.Johnson 2011jenniferlehne
“Unpacking and Mapping Your Career Business Plan”
In this highly interactive session, participants will be asked to answer the following questions in order to help them “unpack” their current knowledge, skills and contacts:
• Who you are right now
• Who you know right now
• Where you may want to go and identifying gaps to find success
The speakers will guide participants through the various “compass points” that will reveal a holistic plan for what they need to do to have a successful career path.
• Credentials Plan: resume (employers, education, experience); skills building (stretch-assignments, internal & external activities); motivation (finding your inner entrepreneur).
• Networking Plan: mapping out your network(s) for career advancement, identifying gaps in network, prioritizing activities/efforts, locating sponsors within the network, outlining career networking opportunities (professional associations, social media, writing articles & presenting your credentials on a panel or as a keynote).
• Personal GPS Plan: asking yourself to answer questions honestly about your values, work-life balance and other personal drivers to ensure authenticity throughout your career.
We’ve all sat through career building session that focus on high-level concepts; this program allows the participants time during the session to unpack what they know and put it down on paper to reveal a path and the gaps that might be there.
This session will focus on how to select the right HubSpot agency partner, what to look for, the questions to ask them and how to be prepared to maximize the investment you are making with them. It will highlight the way the relationship between the partner and the company should be built and identify the need for a defined process approach to ensure that priorities are understood and scope is well defined.
The document discusses how to create an effective thought leadership blog. It begins by explaining how traditional corporate blogs often fail to achieve their full potential due to being hard to find, self-focused, anonymous, out of date, and not engaging. An effective thought leadership blog, on the other hand, puts thought leadership front and center, has an original point of view, encourages audience participation, balances quality and quantity of content, and connects members of the community. The document provides examples of thought leadership blogs and recommends giving an existing corporate blog a tune up by linking it prominently, focusing on customers, showing author names, frequent updates, social sharing, and email capture.
The document discusses how traditional media companies can succeed in today's digital marketplace. It outlines how Domino, a home design magazine, has reinvented itself by embracing digital platforms and building a large online audience through daily content, e-commerce, and social media. Domino now reaches over 1 million people each month across its integrated print, online, and social channels. This multi-platform approach has significantly increased the company's revenue from advertising, e-commerce, and other new business lines. The document emphasizes that every channel now has its own voice and companies must share content widely to drive traffic and audience growth online.
You're the CEO, the CFO, the marketing director, office administrator and even the cleaning service on occasion. In other words, you're a small business owner. So, with all of these responsibilities, how do you find time to grow your business?
The answer lies in strategy and taking small bites for big results. During this Small Business Marketing 101 webinar, you'll learn the following:
• How to launch a successful marketing campaign. (Think small.)
• How to brand yourself.
• The importance of measuring.
The Ohio Small Business Development Center (SBDC) at Columbus State provides no-cost business advising services through four centers focused on core business, manufacturing, international trade, and Latino business issues. Led by Michael Bowers, the SBDC advised over 900 businesses in 2011, facilitating millions in financing and hundreds of jobs. Services include one-on-one advising, seminars, and assistance with business startups, improvements, and expansion into international markets. The SBDC works to support small business growth and address pressing business needs in the community.
This document outlines effective inbound marketing strategies. It begins by noting that simply launching a new website is not enough and that content must be created to attract visitors. It then defines inbound marketing as using search engine optimization, social media, blogging, and other techniques to publish engaging content. The rest of the document discusses key components of inbound marketing like content, social media, conversions and SEO. It provides tips for developing content based on a company's services, industries, trends and client stories. Finally, it introduces the presenters and provides contact information.
Using Google Plus To Get Your Real Estate Business On Top of Search ResultsHSA Home Warranty
90% of home buyers start their search on the web. For small local agencies and brokers it's hard to beat out the nation wide companies like Zillow and Trulia in search rankings. In order to do so you need to us their size against them and unlock the power of Google Plus Local to jump to the top of search results. Find out how.
Winning Listings and Converting Buyers With Google PlusHSA Home Warranty
Today's home buyer will search online at some point during the home buying process. When they do it's crucial that your business and contact information show up at the top of the search results. Many people think that it costs thousands of dollars to have your name and business show up as a top search result but in this webinar you will learn a free and easy shortcut to get to the top of Google search results. Learn how to set up a Google Plus page that will appear at the top of local search results when a buyer is searching for homes or a real estate agent in your market.
The document provides marketing tips for small businesses on a low budget. It recommends taking time to plan marketing strategies, being consistent, understanding your target audience and objectives. Free options include using online directories, social media, blogs, email marketing and public speaking. Low-cost options involve networking, websites, search engine optimization and local directories. The author offers free consultancy meetings to discuss marketing planning and options.
Presentation on the changes with Facebook Pages to Timeline Format. I talk about the new dimensions, the different types of posts and most importantly about your cover image. Use this to help ROCK your Facebook Marketing :)
Got questions, Join me at http://facebook.com/socialmediagal
This session was created specifically for real estate agents and will review the best practices for using LinkedIn to generate inbound leads and increase your sphere of influence.
In this free live 45 minute webinar you will learn how to:
* Build your personal brand on LinkedIn to showcase your expertise, experience and credibility to differentiate yourself online
* Implement best practices for updating your profile so that it serves as a selling tool
* Increase your visibility and search rankings compared to other real estate agents
Watch the recording now: http://youtu.be/-cnTUEba90Y
Marketing Your Business: Make it Magnetic and MemorableBrenda Meller
This document provides an overview of a presentation on marketing your business. It discusses marketing basics like creating SMART goals and defining your target audience. It also covers topics like using social media, doing a competitor scan, analyzing customer feedback, and leveraging free resources. The presentation aims to help entrepreneurs at every level supercharge their marketing efforts.
The document discusses the transition from traditional to digital/online journalism and the rise of social media. It provides an overview of key social media platforms and statistics on their global usage. It also outlines how reporters can now source stories, conduct interviews and distribute content online. The document advocates training reporters in multimedia skills and using social media to engage communities and raise traffic/readership.
The document discusses whether companies need a social media strategy. It argues that having millions of followers or fans on social media does not constitute an effective strategy on its own. An effective social media strategy requires understanding business objectives and aligning social media activities with the overall business strategy. The strategy should also identify key stakeholders, audiences, processes and motivations to engage audiences in a meaningful way.
The document summarizes a collaboration between the Ghana Institute of Journalism and MKFC Stockholm College to develop an online course on social media and journalism. The project aimed to train 10 lecturers from the Ghana Institute of Journalism over 4 months to develop curriculum and online content for e-learning in journalism. The online course covered topics like ICT in education, new media, mobile technology in journalism, and e-learning. Some challenges included cultural mindsets, technical infrastructure, time constraints, and IT competency.
Determining Which Social Platform is Right for Your BusinessRobin Hamman
- The document outlines the benefits of online communities, also called social media at the time, for businesses in 2000.
- It discusses tools for building online communities like email lists, message boards, text chat, and considers factors like the audience and goals.
- Specific tools are analyzed for their pros and cons for different types of communities. Guidelines are provided for choosing technology vendors and sample specifications are included.
Here are some ways to leverage RSS:
Action: Use an RSS reader like Feedly or Google Reader to subscribe to sources
Strategy: Curate sources that provide relevant, timely information on your interests
Tools:
- Feedly (web/mobile): Organize feeds into folders, share articles
- Google Reader (web only): Archive articles, share collections
- Bloglovin (mobile): Browse blogs in one place
RSS allows you to efficiently follow updates from multiple sources in one centralized location. Let me know if you have any other questions!
This document discusses ways that journalists can use social media for reporting and storytelling. It provides tips for using platforms like Facebook, Twitter, Instagram, Pinterest, Google+, YouTube, Foursquare and curating social content. The key recommendations are to use social media to find new sources, crowdsource story ideas, engage in conversations, distribute content and promote stories. Journalists should maintain a professional presence online and balance personal and professional social media use.
Social media has significantly impacted journalism in several ways. It has allowed for immediate global reach of information as well as constant interaction between journalists and audiences. This has democratized the field and given audiences a bigger voice, but has also raised issues around verifying information and differentiating between citizen and professional journalism. Going forward, journalists will likely take on more of a curating role, researching, interviewing, and promoting high quality content while leveraging social media tools and crowdsourcing to provide real-time coverage and tell stories.
Your economic development organization has a Twitter account.
Is that enough? Find out how your efforts can produce…
RESULTS!
In this brief but informative webinar, your host, Derek Pillie, Cirrus ABS LEDO Suite Project Manager, will introduce the world of social media and how your economic development organization can harness its power to produce positive results. You’ll learn answer to important questions like…
How important is it to have legions of followers?
How can you determine if your social media connections are actually interacting with your content?
What steps can you take to transform social media activity into project leads?
The topics:
• Basic social media terms and concepts “What do I need to know?”
• How to automate and analyze your social media efforts “What tools do I need to use?”
• Which data relates to your specific activity “What does the data mean?”
• Using data to make strategic communications decisions “How do I use this data?”
Reach Hacking: Strategic Marketing for StartupsBlake Robinson
This document provides tips and strategies for startups to effectively conduct marketing with limited budgets. It discusses defining clear marketing objectives tied to business goals and metrics. Key recommendations include creating engaging content, using hashtags and social media to build awareness, attending events to network, and targeting influential individuals. Measuring growth rates and a few important metrics is advised over complex analytics. Overall, the document emphasizes iterating quickly and finding product-market fit through experimentation and hustle.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
The Next Level of Social Evolution: I Have a Social Profile, What’s Next? M...Benjamin Weisman
The document discusses strategies for city and regional magazines to leverage social media. It recommends developing a social media presence across major networks like Facebook and Twitter as well as location-based services. Magazines should share local content and happenings to engage local audiences. Partnering with other magazines and sharing content/promotions across regions can increase reach. Magazines should measure social media return on investment based on metrics like impressions, leads, and increased satisfaction rather than traditional ROI. Planning, staffing, and regularly updating social profiles are also important.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Turn Social Business Strategies Into Business IntelligenceMzinga
This document discusses measuring social business strategies and initiatives. It begins with introductions and an overview of social business elements like ideating, sharing, listening, and changing. Examples are provided of how companies like SyncMyRide and TIAA-CREF have implemented social strategies and measured outcomes like improved customer support response times, increased engagement, and higher retention rates. The document advocates establishing goals and key performance indicators to track metrics like traffic, costs, satisfaction, leads, and referrals. It also provides best practices for social business measurement, like having a clear strategy and tools, and addressing potential obstacles organizations may face in effective measurement.
Social Media Optimization & the “Social Three” Cirrus ABS
Social Media Optimization & the “Social Three”: Presented by Kevin Mullett (@kmullett) for Cirrus ABS on Sept. 28th 2010 at the NIIC in Fort Wayne Indiana.
http://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: mailto:info@cirrusabs.com or by phone: 1.877.817.4442.
This document discusses strategies for using social media and online marketing. It outlines three phases of social media usage: trial, transition, and strategy. It then provides guidance on using blogs, search engine optimization, search engine marketing, and social media platforms like LinkedIn, Facebook, and Twitter to find and engage customers online. Specific tips include developing editorial calendars, integrating different online and offline activities, and using hashtags and keywords. The document also provides examples of how to use digital tools to promote events and build an online presence and relationships over time.
The document discusses whether social media can be monetized for architecture, engineering, and construction (A/E/C) firms, examining scenarios around creating new business opportunities, reducing other marketing expenses, using photography, avoiding risks by participating in social media, and improving search engine optimization; while the direct monetary value of social media is small, the document argues that the long-term impact on areas like SEO are more significant to A/E/C firms' bottom lines.
The document discusses measuring return on investment (ROI) from social media. It defines ROI and outlines both qualitative and quantitative ways to measure social media ROI. A 5-step process is provided to measure ROI: 1) establish a baseline, 2) chart social media activities, 3) measure community engagement, 4) review internal metrics, and 5) draw conclusions by looking for correlations between activities and outcomes. Both qualitative engagement metrics and quantitative financial impacts should be considered when evaluating social media ROI.
This guide outlines the business benefits of facebook and is an elementary guide for recruitment businesses contemplating setting up a facebook business page. It can also be used as a reference guide for established pages, acting as a checklist to reaffirm best practices
Learn social media marketing workshop in Mumbai: These are highlights of the social media workshop event conducted in Mumbai by our award winning digital marketing CEO, Mr.Ananth V.
You can get an idea and brief introduction of what was discussed in these slides:
Some core topics:
- What is Social media marketing
- What is social media marketing ROI
- What is a BRAND: From the Consumers point of view
- Impact of BRAND in real-time conversations
- How to approach consumers as a BRAND in today's fast paced world
- Facebook Marketing and Facebook ADS - Hands-on experience
- Creating a LIVE Facebook ad using its core features: Hands-on experience
- What are Facebook Bluetooth beacons and how can participants use it across different industries
- Using Twitter - Hands-on experience
- Gamification: Process, tools, strategies and techniques
- Gamification ideas from the perspective of the participants industries
- Case study examples across Hotel, Retail, Travel for ROI generation and Actual issues faced by participants across their industries and a look into the same to create IMPACT using Social media marketing
- Foursquare and few other apps and their case study scenarios: How to use geo targeted campaigns today across industries!
- Facebook insights, Google analytics, Twitter metrics - Brief intro
- Brief look into what is Instagram, Pinterest, LinkedIn and approaching them not as a User but as an Organization!
- Detailed Valuable feedback to participants with respect to their industry related queries and marketing strategies and approach
- Q & A
www.ananthv.com
(These are merely highlights from the LIVE Social media marketing workshop)
An Integrated Approach to B2B Lead Generation and Social MediaSanjeev Nambudiri
Insights into how digital marketing and social media strategies can play a vital role in making all the B2B lead generation efforts pull in the same direction.
Today, 50-60% of the B2B buying process is over even before organizations engage with vendors. In this session for the Pune Digital Marketers Radha Giri (CEO of Midas Touch Consultants) & I covered:
• How B2B companies can differentiate themselves in the online world?
• What role does ‘content marketing’ play?
• Which social media channels are more effective for B2B companies and why?
• How to calculate the ROI of the digital marketing initiatives?
• What role does Influencer marketing play?
(All images belong to their respective owners as clearly credited and they retain all rights to them. They have been used here in a purely illustrative capacity to educate.)
How To Engage and Manage Influencers for Your Next Marketing CampaignCait Hassett
In the brave new world of Influencer Marketing, it is sometimes hard to determine where to start, how to acquire influencers, how to manage them, and more.
Influencer Marketing Workshop - Social Jack - Social Media Strategy Summit (S...Social Jack
In the brave new world of Influencer Marketing, it is sometimes hard to determine where to start, how to acquire influencers, how to manage them, and more. In this training, we will cover the newest scope of Influencer Marketing, how to structure your engagement, plan your campaign, make sure your audience is ready and ways to measure success.
Join Cait Hassett, Influencer Marketing Manager at Forward Progress, Inc., as she shares the team’s system for managing the whole process, from start to finish, and new ways to look at this rapidly growing strategy to drive your brand to the next level.
You will learn:
What is Influencer Marketing (the newest definition)
Why You Should Do it
How to Tie in Your Business Objectives
Methods to Engage: Earned, Paid and Owned
Identify Your Target Influencers
How is Your Market Talking to Influencers?
Ways to Measure Success
Tools to Use Along the Way
Attendees will leave with:
Access to Social Jack – Influencer Development Platform
Tips Sheets and Worksheets to Use in Your Campaigns
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
John Foley Jr. will give a presentation on using social media in channel sales. He will discuss strategies for finding and engaging with prospects online, providing relevant content, and generating leads and sales. The presentation will take place on October 8th from 4-5pm at booth #4461. John will outline how to develop a social media strategy, create and share useful content, and measure the results of these efforts to find success in sales through social platforms like LinkedIn, Facebook, Twitter, and YouTube.
Social Media Disruption B2B IBM Seminar October 2009Team Eleven
Social Media Disruption with a B2B flavour presented to exclusive IBM mid-market conference October 2009. Full video links available at bluurb.wordpress.com
Similar to Fickle Friends (or Would Your Brand Be Sad if All It's Fans Suddenly Died?) (20)
Internal and external stakeholders experience a brand through various touchpoints that are often siloed within different business functions. Social media can help break down these silos by connecting stakeholders across organizational boundaries and empowering them to participate in business processes. To fully leverage social media, organizations must develop participatory frameworks that strategically align social media activities both inside and outside the enterprise. This allows the organization to respond seamlessly to stakeholders, drive collaboration across teams, and improve business outcomes.
This document discusses the increasingly complex stakeholder ecosystem that brands operate within across multiple online and offline channels. It notes that stakeholders can engage with brands through many intended and unintended touchpoints that collectively shape perceptions of the brand. Additionally, the document argues that most businesses still operate through internal silos between functions like marketing, PR, sales, etc. that inhibit a cohesive customer experience and limit understanding customer needs holistically. Breaking down these silos is presented as important for standing out in commoditized markets by providing a unified brand experience across touchpoints.
My blogevento (#ebe10) presentation, delivered in Seville, Spain, 20 November 2010.
Discusses how the Communications industry is moving beyond it's traditional stomping grounds, into business transformation.
World Media Summit (Karlstad) - It's all About SocialRobin Hamman
The document discusses the growing popularity and influence of social media. It notes that three of the top brands online are social media related and that people now spend over 110 billion minutes per month on social networks. It also discusses how social media influencers among teens are more likely to be socially active offline as well, attending more parties and having more friends visit. The document provides various sources and examples of how businesses, media, society and politics are using social media.
Slides from my lecture today to the City University International Journalism MA students... it's meant to be the introduction of thoughts, rather than to provide any certain and specific plans.
Social Media and Broadcasting: Presentation to the Australian Broadcasting Co...Robin Hamman
A wide ranging presentation on the use of social media which I've created for an audience of people working in broadcasting. Most examples taken from UK media use of social media, with emphasis on techniques and tools are simple, yet powerful, such as finding and reflecting audience opinions rather than building platforms that support this functionality. Towards the end, it gets to examples of deep engagement, where audiences co-create content.
NCVO Insight Event - Social Media and CharitiesRobin Hamman
This document discusses positioning yourself at the center of information flows on the internet. It recommends extending your reach by finding and monitoring different information sources, acknowledging trends and events, engaging with audiences, and involving people in collaboration. The goal is to use social media and new technologies to better understand information flows and participate in online conversations.
Social Media Monitoring - Putting Marketing and Public Relations at the Centre of the Flow(s)
Presentation from Online Information, 03 December, London Olympia
http://www.online-information.co.uk/online09/seminar_description_online.html?presentation_id=842
"In traditional consumer and audience facing businesses, marketing is often viewed as secondary activity, far from the core of the business. When attempts have been made to measure the direct impact of marketing activities on the bottom line, the results have been less than convincing. It's difficult to determine whether that increase in sales was attributable to an advertising campaign or simply down to consumers being encouraged to go out and spend by good whether or other uncontrollable and unmeasurable influences. To make the impact of marketing activities measurable requires a shift, possible through the use of social media, towards the centre of the organisation. No longer does marketing have to be just about pumping out messages, but can also be about monitoring what audiences and consumers are saying, engaging with them directly, and involving them in business innovation such as refining or creating new products and services, the impact of which is measurable. It's time to bring marketing in from the cold, and to enable marketers be the power brokers at the intersection between involved consumers and the core of your business. This is what we at Headshift call Social Business Design. "
Most companies still have a mass mentality. The individual knowledge, skill and creativity held by staff is hidden behind processes devised in the image of the assembly line.
Products and services are viewed as a source of profit at the point of sale, not after - so talking to customers who have already spent their money is seen as a cost not a source of value.
This presentation, the Keynote at Unicom, held in London on 03 June 2009, shows how social media can change all this and provides a 4 step approach to the process of socialising the way your organisation listens, acknowledges, engages and collaborates with consumers, audiences and stakeholders.
Presentation by Robin Hamman, Head of Social Media at Headshift and Visiting Journalism Fellow at City University London
The document discusses different models of communication such as broadcasting, which transmits information to a widespread audience, and conversation, which allows an interactive discussion between individuals with different views. It mentions an award-winning social software company called headshift and includes links to Flickr photos and a blog post about the social aspects of broadcasting information.
This document discusses how to effectively engage with bloggers. It provides tips on finding blogs and bloggers on platforms like Twitter and Myspace. It emphasizes that engagement with bloggers should be conversational, and that sometimes the best approach is simply to listen to what bloggers are saying without getting directly involved. The document uses an example of how American Airlines monitored blogs during a crisis but generally didn't feel the need to insert itself in conversations.
This document discusses how to effectively communicate with bloggers and have conversations. It introduces Headshift, a social software consulting company that helps organizations apply new tools and ideas. The document contrasts the one-way broadcast model of communication with true conversations, which allow people with different views to learn from each other.
Stuff that keeps community managers awake at nightRobin Hamman
The brief (15 minute) scene setting presentation I gave at the Press Gazette Media Law conference in London, 24 June, 2008. More detail here:
http://www.cybersoc.com/2008/06/press-gazette-m.html
Blogging and Social Media - Content as CommunicationRobin Hamman
The document discusses opportunities for corporations to engage with social media and blogging. It provides tips for companies looking to utilize these tools, such as weaving social media into existing workflows instead of adding extra burdens, empowering staff with clear guidelines, and understanding how to find and participate in online conversations across different platforms and communities. The document advocates learning participatory norms and communication styles to engage authentically in social spaces.
This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
Lifecycle of a GME Trader: From Newbie to Diamond Handsmediavestfzllc
Your phone buzzes with a Reddit notification. It's the WallStreetBets forum, a cacophony of memes, rocketship emojis, and fervent discussions about Gamestop (GME) stock. A spark ignites within you - a mix of internet bravado, a rebellious urge to topple the hedge funds (remember Mr. Mayo?), and maybe that one late-night YouTube rabbit hole about tendies. You decide to YOLO (you only live once, right?).
Ramen noodles become your new best friend. Every spare penny gets tossed into the GME piggy bank. You're practically living on fumes, but the dream of a moonshot keeps you going. Your phone becomes an extension of your hand, perpetually glued to the GME ticker. It's a roller-coaster ride - every dip a stomach punch, every rise a shot of adrenaline.
Then, it happens. Roaring Kitty, the forum's resident legend, fires off a cryptic tweet. The apes, as the GME investors call themselves, erupt in a frenzy. Could this be it? Is the rocket finally fueled for another epic launch? You grip your phone tighter, heart pounding in your chest. It's a wild ride, but you're in it for the long haul.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
EASY TUTORIAL OF HOW TO USE REMINI BY: FEBLESS HERNANEFebless Hernane
Using Remini is easy and quick for enhancing your photos. Start by downloading the Remini app on your phone. Open the app and sign in or create an account. To improve a photo, tap the "Enhance" button and select the photo you want to edit from your gallery. Remini will automatically enhance the photo, making it clearer and sharper. You can compare the before and after versions by swiping the screen. Once you're happy with the result, tap "Save" to store the enhanced photo in your gallery. Remini makes your photos look amazing with just a few taps!
12. Follow me, like me, fan me… please please please just bloody click
something!!
master brands
differentiated products
individual properties
13. “Today we’re celebrating our
100,000th Facebook fan!”
• Fortune 500 client* with a global footprint
• Approximately 80% of revenue from B2B
sales, predominantly in the infrastructure and
manufacturing sector
• For six weeks, they ran an F1 ticket
competition on Facebook, boosting their fan
base dramatically
• A quick look at the new fans and their
comments, however, told us the vast majority
of them were 19 year old petrol heads, not
decision makers in the manufacturing
industry
* it wasn’t the brand shown right
14. “I don’t think innovation is
working for us - everybody is
innovative these days…”
I’d asked the Global Head of Communications
and Marketing to walk me through his brand*
values.
I didn’t expect him, during that very meeting, to
throw out “innovation” for “integrity”.
* it wasn’t the brand shown right
15. “The CEO Googled his/her name…”, “we know it will be important
because our competitors are there…”, “we’re all about recruitment…”
[insert name of CEO here]
16.
17. …yet few brands (and fewer social consultants) ever talk about ROI…
19. “Overall, we achieved good performance in February…”
Fans
Last Month
Fans
This Month
User Actions
Last Month
Agency
Output
Facebook 22,536 24,202 +4% 25 updates
Twitter 12,003 13,425 +3% 25 tweets
Instagram 8001 8560 +5% 10 updates
YouTube 450 520 +1%
1 video;
3 comments
20. Organic reach is (nearly) over
Facebook, which has been tweaking it’s
algorithm for some time, has recently announced
the end of “free advertising” for page owners.
What this means is that brands will soon have to
pay to reach their own fans.
http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
21. Which has (maybe) been
good for shareholders…
This graph suggests a correlation between
Facebook’s share price and the “reach-
apocalypse”- what’s bad for brands, might just be
good for Facebook.
http://www.convinceandconvert.com/social-media-tools/this-chart-explains-the-
reachpocalypse-and-why-facebook-is-laughing-all-the-way-to-the-bank/
22.
23. What Options Does This
Leave Brands?
• Abandon Facebook - but other services
will probably follow Facebook’s tactics as
they seek to monetise
• Pay - but that will get expensive
• Focus on advocacy - because your brand
advocates won’t get throttled by the
Facebook algorithm in the same punitive
way as a brand page
• Do something that’s actually strategically
meaningful - because then you’ll be
creating value
27. It’s about people, stupid
• Brand success in social has very little to
do with technology
• Almost nothing to do with technology
• Almost nothing whatsoever
• It’s about understanding human behaviour
and motivations for it, then linking those
directly to business objectives
28. Silos Don’t Work in Social
Don’t force your customers to navigate your
organisational complexities - it won’t work.
I’ve come a long way to be here today, but I hope that after my presentation, you’ll have a map - or at least have the desire to make a map, to guide your brand’s social strategy moving forward.
I’ve been working in the digital and social media industry for over 15 years - since before we coined the term “social media”. My website pre-dates google. I was a fashion blogger before blogs were invented. Ran a service much like twitter before there was such a thing as a tweet. And along the way established many of the strategic frameworks, and underlying processes, for the delivery of branded social media.
My mother was pretty concerned. My dad grew up in a place called Normal. We’d lived in Peoria, the “most average town in America”. Telling them I was going to have a career that revolved around helping brands engage with their stakeholders seemed pretty weird at the time. Indeed, I was probably one of first 2-3 people in Europe to actually get paid to do what I do.
Since convincing my mother that this idea had legs, I’ve had a pretty good run of it - I’ve worked with most if not all of the FTSE 10 and many brands in the Fortune 500 over the years.
It’s almost taken as a given that there are opportunities for brands in social media. Don’t get me wrong, I’ve sold, and hope to sell again, 1 million euro + per year social media programmes to brands, but I have to admit, I have some doubts about how brands are approaching social…
What would happen if you’ll your brand’s social media friends died tomorrow? Your brand probably wouldn’t be sad - it lacks emotions. But would it be any worse off than it is today? I reckon that, for most brands - definitely those I’ve worked with over the years - the answer is a non-committal “maybe”. It almost certainly wouldn’t be the end of the world.
The title of my presentation today is “Fickle Friends” - so what do I mean? Fickle Friends might initially seem very genuine. They like your brand. They choose to follow you. But the reality is, they probably had a specific motivation for doing so: competitions, money off and special offers being the main ones. Some will have found “social currency” in re-sharing some of your content. They’ve probably not shown your brand much love since. Indeed, they probably haven’t seen many (or any) of your brand’s posts since then. We’ll get to that later. Is social media the key to the empire? Probably not.
Many Global brands - and others - take a similar approach on social media. Namely, their goal is to build their fan-base and engagement rate. Did Dove sell more soap due to their investment in social? Will the Unity Pharmacy’s twitter friends follow them to Google Plus? Should the Tigers really got any additional value from their 10,000th fan?
Different brands have different reasons for getting involved in social media. And they do what they know to do. Sadly, this means that the vast majority of them haven’t been very strategic, so have little if any idea whether their investments in social have paid off.
Public Relations is a bit of a funny business anyway. The idea that brands can say what they want, rather than communicate (say) what they do, is a bit of a throwback to the past.
Indeed, the brands I’ve worked with have had lots of different reasons for getting into social media. In one instance, it was because the CEO google his/her own name and in the first few pages of results found lots of negative tweets about themselves. I was fairly astonished when, during out initial meeting, she asked her head of PR if they should just “buy and shut down twitter” to silence her foes. I managed to talk them out of it. Then there was the Global car manufacturer. I asked what their social media strategy was and, cutting to the chase, asked how many cars they were selling due to their investment. His response? “Well, we don’t have any evidence of having ever sold a car due to social, but we see all our competitors there, so we know it’s important.” This was the Global Head of Digital and Social Media for a top five car manufacturer. Then there was a drinks brand. I asked what their focus was in social media. She told me they were “all about recruitment, at this stage”. I hadn’t seen any careers content in their social channels, so asked if she could share more. “Sure, we’re focusing on recruiting fans and followers.”. Needless to say, I was pretty gobsmacked.
The “I don’t know what the strategic outcome is” argument is pretty much the same as the age old excuse used by boyfriends and girlfriends, husbands and wives, “I didn’t mean to, I was drunk”. Yes, drunk on the social media kool-aid.
ROI - normally, in business, it’s like a religion. When it comes to social media, however, plenty of brands are willing to suspend disbelief. Surely more friends and followers are good, right?
Some of the PR industry has used, and continues to use, the concept of “AVE” or “Advertising Value Equivalency” to measure the ROI of their efforts. Basically, the idea is that a column inch of earned coverage is worth the same, in value, as the same size advertisement. I’ve seen some agencies start to use the digital equivalent of this, basically saying that “to extend the same reach or gain the same levels of engagement with earned, they would have had to spend X in paid media on that platform”.
Well, good news. Maybe. Organic reach, at least on Facebook, is nearly dead. This means that the marketing function can wrestle the reigns of social from Public Relations. It also means that everything you’ve done to build a fan base on Facebook thus far has been, well, pretty much a wasted effort.
This is interesting too. As organic reach has gone down on Facebook, shareholder value has gone up. Screwing over brands definitely plays in Peoria.
A couple years ago, I had this idea - I wanted to go out on a busy street, full of shoppers, and do Vox Pops (short interviews where people react to a question) to see if people know what brands they follow online and, if so, whether they recall any recent “branded content” items. I reckon most people wouldn’t have a clue.
But does the Facebook algorithm really matter? Probably not. It will punish those brands that don’t have a social media strategy that aligns with business objectives, but for those being strategic, it’s less of a detriment.
What’s a strategy? I’ve worked with start-ups without any strategy or, indeed, any idea what they intend to sell to who. Oddly, I’ve also worked with many brands of global significance who aren’t much further along. The fact is, when in comes to social media, other than “doing stuff” very few brands actually have a clue as to “why” and to “what outcome” they are doing it for.
But it’s pretty simple, really. Apple has thrived because it offers simple solutions “that just work”. Google, too, undersands that most of it’s users just want to find stuff - visit their website and front and centre is the search box. The Alessi juicer on the right has one purpose - juicing fruit. These are all products or services that help people get things done. And in doing so, they attract customers. Simple.
So I assume you are hear no just to hear me talk theory, but to also map out what to do next. I hope you find the next few slides useful…
The most important thing to recognise is that being a successful in social isn’t about technology at all. Technologies come and go, but human behaviours, and the motivations for them, remain fairly constant. We all want to be able to feed our families, to express our creativity, to love and be loved, and to make appropriate decisions at the right point in time - that’s not changed since humans lived in caves, and is unlikely to.
And the social media team is bigger than you might think. Potentially, it is everyone. Each siloed function and individual has their own reason for taking part - or not.
To create a social brand, one has to pay attention to Business Objectives, the Objectives of Specific Functions and/or Markets, the Personal Motivations of Key Actors, and Customer Objectives. There are layers upon layers of complexity, but the key is understanding that, just as the internet has broken down barriers of distance and time, so too it runs a mockery of organisational silos. No customer should ever be exposed to organisational complexities - that’s your job to sort out, before it becomes their issue.
But understanding motivations is essential to the social media practitioner - whether it’s building shareholder value, recognising an employee for their efforts, of helping a consumer make a well considered purchase. These are all motivations that can be targeted and supported through social media.
You’ll need to map external stakeholders (audiences) to their motivations. Figure out which business function owns the relationship. And define objectives, not just for social channels, but for each and every piece of content - if it doesn’t serve a purpose, why bother?
The Social Business is one where every business function has a role, and benefits. Your next new product or service line might come from outside the organisation. Your next campaign might be driven by brand evangelists. Who knows, your next product or service might actually be your customers.
The key is, knowing where you are headed, before you set off. A friend in need is a friend indeed, but only if the relationship runs both ways and has meaning.