Posts Tagged 'digital marketing'

Don’t Mistake Activity for Effectiveness in Social Media

stop-spinning-your-wheels

The world of the content marketer/social media marketer is changing. I had mentioned in a previous post how it resets every day. When it does reset, we no longer are responding to what our readers, followers and fan say as much as we’re responding to what the analytics tell us in regards to consumption habits and trends from the previous day. What that tells us and what a lot of old school social media marketers will tell you (old school being about eight years… ) is that the art of engagement has now become a science. The conversations, have been lost.

How do we get back to our roots, to that happy place, to that place where social is social again?

Mack Collier talked recently about how Twitter just isn’t the same anymore and blames it on a lack of conversation and in a recent New York Times piece on specializing to survive this quote jumped out at me:

“It’s becoming harder and harder to separate the wheat from the digital chaff. The problem with the Internet is anyone can post, so it’s hard to know whether you are looking at a fact or pseudofact, science or pseudoscience.”

Clearly, we are all suffering from a need for speed. A rush to crank the content out. We’re so enamored with the platforms that allow us to say something quickly, or publish or push out a piece of content in just 2-3 clicks, that we have lost our way. We have lost our ability to have conversations and in our desire to want conversations. In fact brands and the companies that monitor brands have even redefined engagement.  Just go look up the definition.

The definition of engagement is that … there is no definition!

We can fix this though. It’s simple and it’s in the title of this post. Don’t mistake your social media activity for social media effectiveness. Measure your effectivensss in connections made and conversations had and realtionships created; and not on the quantity of what your pushing out and the number of places that you’re pushing it out on. All that does is dilute the message.

The One Mistake Every Marketer Makes with Social Media Every Day

erase

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

But I digress. You’re not here to read about my justifications of all things social, you’re here to learn one thing, so let’s do it.

If you work in social media for either a small org or the largest of the large, chances are, your work life revolves primarily around content. You have tools to discover it and you have platforms to schedule it within and you have ways you can automate it. It’s tailored to your company and it speaks to your audience. You may set it and forget it and then move on to the next task on your social media to-do list.

Additionally, part of your social media manager duties may include looking at the data, i.e. looking at the numbers. What was the reach? How many impressions? How many likes or shares? How many retweets and how many mentions? Yes they are soft metrics, but they still do matter. It’s how you measure the effectiveness of your content, right? They may even be part of your KPI’s. If you are seriously managing a social media campaign, then you may be looking at CTR’s to a specifically tailored page to grab data, to allow downloads, signups and registrations; stuff that actually moves the needle. Or as a lot of CMO’s are looking for these days: Business Outcomes.

The key being that all of your social media activity above, is just that,  it’s ACTIVITY.

But is that enough? Let me ask you a simple question. If I asked you to engage with the people, the followers, the brand champions of your product or your brand, could you do it? If I asked you to be the subject matter expert for your company, product and industry for the social media handles that you manage, could you do it? Can you represent your brand via social without sounding like a novice? Can you hold your own, representing the company, in a space that YOUR company is supposed to own? Do you see what I’m getting at?

The biggest mistake that I see a lot of brands and companies making is discounting the notion that social media activity is not a front-line activity for the brand. Forgetting that sometimes for potential customers, buyers, partners and vendors, their first encounter or engagement with a brand, might be… wait for it… via social.

If you manage a social media team or if you’re the director of marketing or even the CDO or CMO, let’s make sure that some of your most knowledgable people of the brand are doing social; instead of the person who has platform experience but no real world brand experience. Don’t make the mistake of undervaluing the power of educated engagement in social media. It’s tough to influence the influencers if you don’t know what you’re talking about. :)

How do you Measure Success?

napking-notes-dad-6

I save way more than I need to. I’ll admit I do have a bit of a hoarder in me, not to the extremes that you see on TV, but only in the sense that the things that I save have a) some sort of lifetime business value or b) a sentimental family value. So, needless to say, there is a bit of an accumulation.

That means not only do I occasionally print things out, but I also bookmark a lot of sites and I also write stuff down on anything and everything. Translation-stacks of paper, folders, random scraps of paper, bar napkins and the backs of envelopes are not an uncommon sight on my desk. For me, when the thought or idea hits I reach for whatever is around to get it down on paper before it flies away!

The takeaway is that I realize that I save stuff, so I’m always trying to weed through and see what I can save and what I can throw away, which leads me to what I found written on a the back of an unopened envelope this past weekend. It simply said:

How do you measure success?

It’s weird but when I wrote it down it didn’t have the same impact as it did at that moment. Maybe it’s the timing of words. The moment has to be right for them to have the greatest effect. Regardless, they were powerful words, if not a powerful question.

I immediately sat down and just started to noodle on it. Maybe it should be your success? How are you measuring your success? My success? Some might tell you that success is relative. And it is. As singer songwriter Paul Simon once sang, “One Man’s Ceiling Is Another Man’s Floor.” We all can measure success either incrementally or micro-incrementally. The point being that we can measure it no matter how large or how small.

We can call them baby steps. We can call it growth, maturity, experience, whatever. The bottom line is that we can associate success with the smallest of things or the largest. All you have to do is “define” it. Define your success and define it in terms that make sense. I think sometimes we believe that we have failed because we have not succeeded. Perhaps it’s because we failed at looking at success in the right way?

BarbellSet

Noted scholar and teacher, W. Edwards Deming, is incorrectly attributed to a quote that gets used each and every day. It’s as follows: “You can’t manage what you can’t measure.” Most people have the quote wrong and yet it continues to be an extremely popular saying. In its present form, it fits for the sake of this discussion. However, what Dr. Deming really said was that one of the seven deadly diseases of western management is “Running a company on visible figures alone.” This makes complete sense and yet runs counter to the quote, but is a perfect segue’ into how we all measure success in digital and social marketing.

I read Dr. Deming’s “real” quote to say that you need to trust your gut and trust your instincts. In other words, know that though the numbers may say that you have a “successful” company, if everyone is miserable and everyone hates you? Is that success? Is that a visible figure?

For a lot of large companies and even the small ones, it’s all about measuring the impact of their efforts, right? Whether it is sales, leads, deals closed, online orders or prospects identified etc., companies can’t really keep the lights on without this type of quantifiable data. Some will call this ROI and still others will simply break down these efforts as, “Here’s the money coming in, here’s the money going out and here are the expenses.”

However, the bottom line is that in business or in life, what we all do, whether we realize it or not, is we measure the outcomes. Maybe not so much in an analytical way but we do measure our daily outcomes. Was it fun? Did we lose? Was it worth it? Did you have a bad experience? Did they like you? Was it your fault? Did you win? Did you buy it? Did you get the promotion? Lose your job? Did you diet? How was your workout? Are these successes? Sure they are!

Yes, like it or not, it would seem that we do measure all of our engagements and experiences. Things that we manage it would seem, Dr. Deming notwithstanding, can be measured. We are indeed, measuring our success.
But maybe we’re missing the big picture? Maybe, just maybe, we’re getting the definition of success wrong? Or maybe we’re just not defining it properly? Perhaps if we realign our definition of success, we can achieve more?

Two questions that I always ask of every friend or client who either wants to get themselves or their company in to the digital game, whether it’s social media, mobile marketing, web design, search engine optimization or otherwise:

What do you want to do and why do you want to do it?

Be clear on those 2 objectives and then be clear on how you’re going to measure your success. Little wins are just as important as the big ones!

The State of Digital Marketing 2014

Thanks to the folks over at  Web Marketing 123 for this Infographic.

How Digital is Changing the Consumer Experience

Let me give you a few real world examples that happen every day.  You’re at a stop light for all of 30 seconds and you start to get antsy because the light hasn’t changed.  You are going to make a right on red and there is someone in front of you who does not turn right away, and you lay on the horn.  You’re in line at the store waiting to check out and it’s taking forever.  Forever being about 3-4 minutes.

Why are we so impatient?

Maybe these examples will help. You’re surfing the web and a page doesn’t load quick enough so you try another website.  You want to buy a product online so you do a search and you click on the first result and it doesn’t load quick enough, so you go to the second result.   You load an app and it takes forever (10 minutes) and you immediately start thinking of your next computer purchase with more memory and more processor speed (whatever that means).

What’s happening here?

The web has conditioned us to want everything quicker and faster.  We are become a bi-product of always on.  Meaning that when we are on the web, we expect the delivery of the experience to match the level of our expectation.  The result?  That expectation starts to bleed into our offline universe.  Our consumer experience is on hyper please

The result?

Everyone suffers.  Think about it like this. The more it takes to satisfy us, the more we need- and the less it satisfies.  In a sense we’re becoming junkies for a good web experience which again as I said earlier is starting to bleed into our personal offline lives.  Is that a good thing?  In a sense it is but it’s also unrealistic to think that waiting at a light for a whole 1-2 minutes is unacceptable.  Just as it is unreasonable to think that just because it took 15 seconds for a page to load-is a bad user experience.  The web experience, and I’ll include mobile in this, is now as much about the pulleys and levers as it is about the finished product.  So how do people respond to a bad online customer experience?  They click and go somewhere else.

Too bad for the visually appealing site that is hampered by it not possessing what the user wants- Be it access to the proper social channels, free stuff, or the right check out page, or access to a contact page that provides a direct link to customer service.  If you don’t have that, you’ve crashed and burned before you’ve even taken off!  Consumers indeed.

On Being Relevant in Digital

“Social” claims or has been claimed to do everything and it really has become quite the game changer.  In fact, did you know that it can actually boil the ocean? OK, so I’m kidding, but the point is this-One thing that social media does and has done, is that it has spurred or enhanced or magnified relevance in everything that online and offline touch now.

Even if you were not relevant before, now you have a chance to be, thanks to digital and social.

But step back from every situation and I mean every situation, and it’s really less about social and more about an age of relevance. Social is just the lipstick.  Chew on that a bit.  Yes, we definitely live in a digital age now and yes, we definitely live in the age of social media and yes it’s definitely all about the conversation.  But, what digital, social and the conversation have definitely done  is that they have snapped a piece of relevance onto everything that we now come in to contact with. It’s actually a two way street. Relevance shapes our social and digital engagements and our digital and social engagements become more relevant the more hyper focused they are to what we are all about and what we want and demand.

It surprises me that others have not really focused on this. Until Now.

Accenture Interactive has just come out with a couple of pieces of thought leadership on the “Era of Relevance.” (Full disclosure-Accenture is a client of mine) Though Accenture Interactive is talking about relevance at scale for the enterprise, the underlying theme remains unchanged-when you or I are marketing, conversing, buying, shopping, or selling-relevance is the tipping point in the transaction or transformation.

I would highly recommend reading the pieces from AI because they really do focus on one of the larger straws that stirs the drink.

The Top 5 Challenges for Digital Brands in 2012

Last week in a very thought provoking Tweetchat hosted by Lisa Petrilli, the discussion, though swirling around how an introvert uses social media, somehow segued into driving website traffic. So my first thought was a poll was in order. But then I started to think about 2012 and the challenges that most brands will face and thus the basis for this post was born: The challenges for a digital marketer or a digital brand in 2012. What are they specifically as it pertains to the web?

1) Driving traffic-  The challenge in 2011 is the same in 2012. In order for people to know that you are open for business you have to get them to your website, your blog, your Twitter account or your Facebook page, right? Whether you’re a click and mortar or a web based only company, either or requires  more than just a cursory amount of effort revolved around driving traffic. So you have to think about things like:

  • Site design that incorporates SEO
  • SEM to artificially drive traffic
  • Some type of lead generation
  • Social site design geared towards your target audience
  • Content creation

All with the premise of driving traffic. Eyeballs.

2) Engaging that traffic-You’ve got them to your site(s) now what are doing with them? In 2011, it was all about doing “something” with someone once they had visited your site, your blog or your Facebook page. Well that hasn’t changed. In 2012, it’s imperative that we determine what engagement looks like. What does it feel like, what does it smell like? Is it conversational? Interactive? Is it wrapped around gaming? You have to test, you have to experiment and you have to understand that you have about 20 seconds to get it right.

3) Keeping the traffic-The segue from the last sentence in #2 says it all. You have 20 seconds. For some of my friends, when they are telling me a long story and I start to lose interest, I tell them to quit circling the airport, land the plane and get to the point. Marketers and brands will need to land the plane in 2012. Remember when websites were stuffed with content because marketers and webmasters thought that’s what we wanted? Guess what? The challenge now is to do more with less and strike the balance of keeping your users happy, engaged and delivering exactly what it is that they are looking for. Keep your users focused in 2012. Be iconic, keep it simple.

4) Converting the traffic-This is the holy grail of web marketing and sales. Doing something with the people that have come to your site(s). From the dawn of the internet, the goal has always been to convert the people that come to your site into either a lead or a prospect or a sale-Either for your company or your partners. This has not changed. The challenge in 2012 will be to further understand how to utilize the social tools, sites and platforms that now exist in order to convert the passive visitor into something other than a mistaken click, a browser or a passerby. In 2012 social will continue to help deliver customers to websites, but it still falls back on you to deliver on the promise of a good  customer experience. The biggest issue? Brands and marketers doing everything to get to the prom but not getting the kiss at the end of the night. Why? It will always be about the customer experience. Don’t discount the importance of search in this equation.

5) Getting the traffic to return-Repeat business, Word of mouth and increased sales, this is what it’s all about. It’s why people go into business, it’s why companies sell stuff. What’s better? The one off or the repeat customer? Why will people keep coming back to a website? Because  of the initial experience. How many people give a crappy website a second chance? None. They come back to good sites that are  easy to navigate, easy to understand, simple to use, that are safe, secure and trusted and they can find and get exactly what they want without much more than 2 or 3 clicks.  Put yourself in the place of your customer. Search for your own product or company the way they do. Do you/they find what they are looking for? Can you be found through search and social? What is your perception of the branded web experience? What are your competitors doing? What are your favorite sites? What brands do you follow on Twitter and Facebook? There’s a reason you follow them. You need to take that mentality into 2012 when it comes to marketing and branding your web presence.

Meet your own expectations as a consumer and flip them into those of your customers.


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

Feeds

social media conference

Latest tweet

TwitterCounter for @marc_meyer

Give Food
Alltop, all the top stories
Add to Technorati Favorites
View Marc Meyer's profile on LinkedIn
SocialTwist Tell-a-Friend

The social me

The duke

The manic-kins

Manickins part deux

Queens allstar BP

Queens allstar BP

Queens allstar BP

More Photos
March 2015
M T W T F S S
« Jan    
 1
2345678
9101112131415
16171819202122
23242526272829
3031  

Mad Props

My site was nominated for Best Business Blog!

RSS Who I’m listening to right now..

  • An error has occurred; the feed is probably down. Try again later.
qrcode

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 99,996 other followers


Follow

Get every new post delivered to your Inbox.

Join 99,996 other followers

%d bloggers like this: