Posts Tagged 'Social Media marketing'

Social Media Marketing Wins…and Fails

Here’s a great infographic surreptitiously attached to an MBA in marketing lead gen site.  Be that as it may on the interwebz, this inforgraphic nonetheless, is not bad.

Biggest Moments in Social Media 2012

About these ads

Is Social Media Marketing Effective?

Thanks to the folks at MDG

Infographic: The ROI of Social Media

Social Media for Business in 2012 [Infographic]

Since it was a short week, we’re going to go with an infogrpahic from Patricia Redsicker.

2012 Social Media Report How Marketers Are Using Social Media for Business in 2012 [Infographic]

Does Engagement Equal Action? Should it?

Yesterday on an early morning flight to Detroit, I watched as the flight attendants went throughout the cabin pushing food and drink on the passengers. The passengers were prompted to look on page 26 of the inflight magazine to view what was available and what the cost was. When the flight attendants came to each row, the passenegers either looked up and told her no, looked up and told her yes and what they wanted, or never looked up. So how does the apply to social media marketing or even digital marketing?

Example #1. Let’s say you got the passenger to view what was on page 26 by tweeting the link. They clicked through but they didn’t buy. You now have some customer data so you know they were interested but they still didn’t buy. Would we call that enagagement? Through social media? Were there KPI’s that were met?

Example #2. The passenger views a YouTube video on what is being sold inflight. An hour after seeing the video, they buy a Coke. Engagement through social media? Measureable?

Example #3. The passenger here’s the message, reads the magazine, sees the tweet and views the video, and does nothing. Were they engaged?

I think sometimes we confuse social media impressions as a KPI. In social media, Engagement should be better defined with some type of actionable, measureable outcome. If someone clicks on a tweeted link and reads a blog post that prompts them to buy, but they don’t buy right away-Was it an actionable event? It’s actionable and measureable but generally it’s not measured because the action did not take place right then.

The waters in social media are warm and inviting to marketers but if they don’t better define what a successful outcome is and don’t better understand the subtle effect of an engaged action that takes place “later”-then they are going to always be dissapointed.

The 7 Fluid Absolutes of Social Media for 2010


I think a lot about measurement.  Not only measuring my efforts during the workday, but also away from the office like in working out or where my money goes, or why I can’t lose weight- You know, the traditional stuff. But I also like to measure the collective efforts of both large companies and small when it comes to social media and social media marketing as well, and how it all plays out into today’s economy and how it utlimately affects you, the consumer. Thus, I came up with a couple of “fluid absolutes” that for now, make sense to me.

  1. Social media measurement will continue to adapt and evolve with the constant change of external markets and it’s influencer’s. It’s not always about ROI, I’m sorry.
  2. The rules of engaging the consumer and marketing to that consumer are changing at light speed with the advantage shifting towards the consumer and with the enterprise constantly trying to catch up.
  3. Social media engagement should be measured differently in tough economic times. But some rules will still apply when the dust settles.
  4. The tone, the fabric and the nuances of marketing and social media marketing is changing, but sadly, marketers are not.
  5. Consumer expectations of social media will not change during  the current economic woes because they still don’t know what to expect.
  6. The importance of social media optimization, SEO and it’s relationship to mobile has never been larger, yet some still don’t get it.
  7. Some Social Networks have less chance to thrive now,  than they did at this point last year.

As we wind down 2010 with essentially 2 1/2 months to go. What have you seen? What did you predict would happen and did not? What do you think will change? What didn’t change?

From Interruptions to Interactions-The Irony

Greg Verdino of Powered, wrote a book called microMarketing. I was asked and honored to review chapter 5. Before I give you my 2 cents on that chapter I have to tell you, it was probably one of the easiest reads on social media marketing that I’ve read in a while. If you swim in the waters of social media, you will know or be familiar with the numerous stories that Greg tells in his book. Though I knew all of these stories, it was great to read Greg’s insight and “take” on how little things mean more in the large vast wasteland of content hungry consumers and creators.

This is significant in that I just wrote yesterday about I think that Twitter as a network is declining, but as a placeholder for media consumption it has exploded. Greg’s book highlites the little in a big world and how THAT can be effective in getting your message heard or your product launched or service sold.

Now chapter 5. Find out about Henry Posner A fascinating story on how someone can be a late adopter but still utilize the nuances of social media marketing with an intense desire to connect with their customers and succeed. To quote Greg:

By applying the principle of surprise and delight to selected online interactions, businesses have the opportunity to generate goodwill and stimulate positive online word of mouth both online and off.

What does this mean? Here’s your bullet points of  what your online social interactions should consist of. These, for the most part are industry agnostic. They can apply to any business.

  • Establish a credible voice-Be an authority
  • Lend a helping hand- Don’t expect something in return
  • Kiss your customers on the cheek-Delight them.
  • Offer Thanks
  • Put a human face on the business

What you need to know-Quoting Greg again(It’s easy to do)

Doing the right small things to shift from interruptions to interactions lays the groundwork for making a related-and no less disruptive-shift from marketing in an artificially constructed (and artificially constricted) prime time to engaging consumers in real time.

The irony you ask? Small might be the new black.

Why are companies allowing you to operate without a net in social media?

And yet it’s happening, alot! According to a May 2010 study by Digital Brand Expressions, 59% of social marketers are operating “without a game plan.” How is that possible? I’m not sure who is at more fault here, the marketer or the company they work for? I would understand that a small number might not do this, but half? Six out of Ten are just creating Facebook, Youtube and Twitter profiles?

What’s the point? Geez! From that same study the distribution was interesting for those that “did” have a plan..

What’s up with HR? Last time I checked HR is one of the easiest departments to integrate social in to. No plan for HR and it’s social media recruitment and vetting of candidates

And last, the irony of it all. This is the one that makes me chuckle-It’s like admitting that seat belts save lives but I’m still not going to wear one.

Clearly, we still have a long way to go in this industry…

Is social media marketing too labor intensive?

I was looking at a list of clients that I had worked with over the past couple of years and it’s well over 40.  It’s not a big number, but what caught my eye was that I had created a matrix of what I had done specifically for each client.

More importantly what struck me was that as much as I had done, in the grand scheme of things, a lot was predicated on how much the company I was working with embraced what I was doing.

It’s easy to assume someone is not working when it seems something is not working…

Some of these companies embraced what I did and others did not, so the results were mixed. In some cases, I made mistakes, which made me better the next time I did it, but it also gave some individuals within these companies the notion that social media does not work. What they needed to say was that, “We needed to give it more time”.

Here’s what’s interesting.

“Doing” Social media can sometimes give you the impression or sense that you have done or accomplished a lot, but the reality is that as a channel, as a stand alone entity, it needs the support of a lot of other “things” in order to truly “work” and be most effective. And then, it works best if it’s in conjunction with all the other activities, marketing or otherwise within your organization or the organization you’re working with.

What do those activities look like? Here is a slight list of some of the activities that were done with my clients and that I do for clients.

  • Increase awareness of and interaction with a company’s brand through brand mentions and participation in social networks
  • Create a community for customers and fans
  • Create new business opportunities or leads through landing pages and targeted email campaigns supported by social media
  • Create listening posts
  • Monitor Buzz, mentions and opportunities
  • Instruct and show companies and clients how to use social networks to sell directly to consumers
  • Build and create databases
  • Increase traffic to websites through social bookmarking
  • Create and manage Facebook fan pages for products, communities and companies
  • Create microsites using social platform providers
  • Create and manage multiple blogs
  • Show and educate brands and companies how to use social networks and how to act on those social networks
  • Create and Post videos
  • Create widgets
  • Create customized social media landing pages to reflect brand
  • Did/Do a ton of research on clients, their partners and/or their vendors through their social media presence and engagement
  • Write  key word rich/tagged social content to optimize search
  • Engage brand champions to become consumers, creators and leaders within communities
  • Measure everything

So as you can see, it’s a lot, and it’s not even a complete list of all the things that I have done or that it can encompass.  Funny thing is, that social media can sometimes give you the sense or a business for that matter, as I said, that you’ve accomplished a lot more than you really have. Or at least that might be the false perception of the client. The actuality again, as has been said many times by myself and others, is that social media marketing and engagement is very labor intensive. You just have to look under the hood. How do you feel about that?

Social Media Marketing:Less of Big and more of Small

I jumped in on the weekly #brandchat discussion that was happening on Twitter yesterday to answer the following question:

What do small businesses need to be doing less of?

Great question. Here was my answer…

Less of Big and more of Small.

I got an “amen and a hallelujah for that tweet. What did I mean? Hold tight because I’m going to use a couple of baseball references again, but I will keep it short and simple.

The first is this. Did you know that baseball players get paid millions upon millions of dollars to fail seven out of ten times? That’s right. They generally have to hit the ball three times out of ten, and they are considered good at what they do. Why? Because it’s so damn hard to do.

We often overlook or I should say, most seem to think that implementing social media can be done by…

A monkey.

What ends up happening is that folks bail out after a month or so because talking to people, customers,  monitoring sites, creating consistent content, is hard and it’s labor intensive. You have to really work at it and be diligent. Sorta like hitting a baseball.

Not everyone can hit .300.

Funny thing is, baseball players who do hit the ball 3 out of 10 times, work very hard at it, constantly. Some are gifted and it comes naturally-the rest, which is most of them, have to work just to get near .300.

Same goes for creating and planning and implementing social media. It’s hard and not for the faint of heart. You have to believe and trust in yourself and your abilities to get it done.

But you know what? Being a singles hitter or maybe  someone who hits the occasional double in baseball  aint a bad thing. We all can’t be big hitters. Playing small ball is OK.

In the social media world, there are a lot of choices and sites and things that you can do so that you or your client can be seemingly everywhere. That’s really tough and can lead to some serious social media burnout.  But here’s a better idea. Quit trying to be a home run hitter. Play small ball. Be really good at hitting singles and the occasional double. Meaning? Be really good at blogging. Have a solid Twitter strategy. Be honest about what each piece of social engagement is going to bring back. In the baseball world that’s the equivalent of knowing you cannot hit a curveball. Know your limitations and be really good at what you can be really good at.

The payoff? A really long career and a happy client.

10 little things SMB’s might be missing when launching social media

I use SMB’s as an example here, but when reading Todd Defren’s latest blog post, apparently it is something that permeates organizations both large and small. What is it?

What are companies (SMB’s) usually missing when jumping into the social media waters?

  • They’re missing the point.
  • They’re misunderstanding the commitment
  • They think you can outsource it
  • They think it’s a switch
  • They don’t try as hard as they could
  • They don’t measure it or…
  • They measure the wrong things
  • They lack knowledge
  • They’re expectations are unrealistic
  • They don’t give it enough time

That’s it.

But you know what the great thing is about all of the above bullet points? They all can be fixed.

How?

  • Education. Education will help them get the point, but they need to know where to get that education. You can help them.
  • Understanding the hard work involved will address a lot of the unknowns. We can all relate to what happens with hard work. But there needs to be an emphasis and a complete understanding of how labor intensive social media can be.
  • You can outsource it, but it’s easier to understand when you don’t, the more you understand, perhaps the more capable you are of knowing what you can and cannot do internally.
  • It is a switch but when you treat social media as such, others can tell, they see your lack of commitment-they see the half ass effort.
  • If you don’t try, then what should you expect? I’ve always said, if you give 100%, then no-one can ever say that you didn’t try. You can take it out of the equation. But make sure you’re working smart.
  • You measure your efforts when you sell, when you advertise, when you hire, when you buy etc. etc. so this is no different. You just need the right tools to measure the right things.
  • Look up the definition of social media ROI and that will tell you what you should measure with social media.
  • Social media changes daily; the tools, the sites and the cool things, they change daily. Stay current. Pick 10 sites and dump them into a reader and read it every day.
  • Create reachable goals.  Teams and coaches create goals-you should be no different.
  • Set up your expectations tied into your goals and give it all a legitimate time frame. But know it is a long term deal.

Now go get it done!


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.

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